VMA GLOBAL COLLEGE AND TRAINING CENTERS, INC.

Sum-ag, Bacolod City

NGEC 5A
PURPOSIVE COMMUNICATION
First Semester, SY 2022-2023

NO. OF UNITS : 3 UNITS

NO. OF HOURS : 3 HOURS/WEEK (54 HRS)

COMMUNICATION IN THE 21ST CENTURY

=========================================================
What is COMMUNICATION? Why is it important?

COMMUNICATION – Definition

 the process of exchanging information and meaning between or among individuals

through common systems of symbols, signs, and behavior. (Lehman and Dufrene, 1999)

 Communication is the process of people reacting to the various attitudes and behaviors of
other individuals.

 Communication is the process of meaning-making through a channel or a medium.

 Communication comes from the Latin word “communicare”, meaning to share or to

make ideas common.

 Communication is the art and process of creating and sharing ideas.

 Communication is indispensable. You cannot NOT communicate.

COMMUNICATION PROCESS

5
Feedback travels to
sender

1 2 3 4
Sender encodes Message Receiver
idea in message
Sender has an travels over decodes
idea channel message
 2

ELEMENTS OF COMMUNICATION

The Sender. The sender is one who carefully designs the message by choosing the appropriate
words to express it and the nonverbal signals (gesture, facial expression, etc.) to reinforce the
message.

The Channel. The channel is the medium or vehicle through which the message is sent.

The Message. It is the heart of the communication process. It may be an expression of idea,
feeling, and behavior. It can be sent through verbal and nonverbal forms. Messages must be
carefully planned to avoid the possibility of misunderstanding or miscommunication.

The Receiver. The receiver is the destination of the message. It is the receiver’s task to interpret
accurately the message (both verbal and nonverbal).

The Feedback. The receiver’s response to the message is known as feedback. Feedback helps
the sender know that the message was received and understood. It may cause the sender to
change or adjust the original message for clarity. Feedback may be verbal or nonverbal.

The Context. It is the situation in which you are communicating. It involves the environment
that you are in and that in which your audience is in, the culture of your organization(s), and
elements such as the relationship between you and your audience.

TYPES OF COMMUNICATION (Accdg. to Context):

1. INTRAPERSONAL COMMUNICATION. This refers to the communication within

oneself. This ranges from simple thinking, meditating or talking to oneself.

2. INTERPERSONAL COMMUNICATION. This is a transactional process of exchanging

a message. This is between people. This usually but not always, occurs face to face.

 Dyadic Communication
This is communication between two people. It may be face to

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 3

face such as ordinary conversations, dialogue or interviews or telephone

conversation.

 Small Group Communication

This is a systematic sharing of ideas among three to eight persons.

 Public Communication
This involves communication between one and several other people. This is the
large group type of communication. A public speech is an example.

 Mass Communication
This covers other forms of public communication. These are the printed form,
radio, television and the movies. The tools/materials used are called MASS
MEDIA.

 Organizational Communication
This is communication in the organization. Communication is extremely
important in business. It enables organization to function and grow. Much of a
company’s success depends on its employees’ and managers’ abilities and skills
in communicating effectively.

TYPES OF COMMUNICATION (Accdg. to Mode):

1. The Verbal or Linguistic Aspect

This is the aspect that makes use of words . It may be oral or written, formal or
informal.

2. The Non-verbal or Extralinguistic Aspect

Non Verbal Communication is the process of externalizing thought and feelings
into action. They say that something is nonverbal is not to say there is no sound. Rather,
the term includes all activity up to but not including words. Intonation, volume, rhythm
and pace of vocal patterns all contribute to the communication of feelings.

Nonverbals can include: Shaking hands, posture, facial expressions, appearance,

voice, tone, hairstyle, clothes, expression in your eyes, smile, how close you stand to
others, how you listen, confidence, your breathing, the way you move, the way you stand,
the way you touch people, color choice, silence.

PERSPECTIVE IN COMMUNICATION
NGEC 5A: PURPOSIVE COMMUNICATION 1
Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 4

Communication Skills can be practiced and learned.

 Communication Skills are the tools that we use to remove the barriers to effective
communication.

 Barriers could be difference in: (1) cultures, (2) expectations, (3) experiences, (4)
perspectives or (5) communication styles

 Our individual perceptions are the “filter” through which we communicate with others.

FACTORS AFFECTING OUR PERSPECTIVE

1. Visual

 There is usually more than one way to see any situation we encounter.

2. Language

 The same words can have very different meaning depending on how we interpret them.
 Although we think our meaning maybe clear when we use specific words in a certain
order, we can’t always be certain that the other person will read or hear them in that way.

3. Past Experience and Prejudice

 Your communication is affected by your past experiences.

 Negative past experiences stifle our communication or alter our full potential for
communicating that we need to be aware.

 Our past experiences can reaffirm our communication as well.

 Prejudices occur when we take our past experiences with a person and assume that the
same type of experience will happen with all people who are similar to the first.

 Prejudices are partly due to culture and partly due to personal preference or experience.
 The problem with prejudices is when they start to influence how or whom we
communicate.

 If you are communicating to a person through a perceived prejudice or stereotype you are
greatly limiting the chances of your communication being successful or producing the
desired result.

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 5

4. Feelings

 2 ways in which feeling can influence your communication with another person:
1. refers to the way that you feel on a given day
2. refers to how you feel about a specific person

5. Environment
 All of us communicate differently in different environments.

COMMUNICATION STYLES

Each one of us has a style of communicating that is unique

 Communication Style refers to the choices we tend to make when communicating to

others.

 It involves 2 basic dimensions: the assertiveness and emotiveness level

 Differences in communication style can lead to barriers in communication success.

THE 4 BASIC COMMUNICATION STYLES

Our styles vary, and as a result, we process and interpret things differently.

DIRECT
 Gets to the bottom line
 Speaks forcefully
 Maintains eye contact
 Presents position strongly
 Go-getters
 Will work hard and fast
 Will brook few questions or distractions
 Need to use caution to avoid appearing dictatorial or cold
 Needs to practice listening skills

SPIRITED
 Persuasive

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 6

 Is a good story-teller
 Focuses on the big picture
 Uses motivational speech
 Love to flesh out ideas
 Brainstorm and talk about the big picture – as long as they get to do a lot of the talking
 Have a hard time nailing down the details in their wonderful ideas
 Hard time sticking to an agenda or to one topic

CONSIDERATE
 Listens well
 Is a good counselor
 Uses supportive language
 Builds trust
 Will want everyone to have a chance to speak
 Refrain from expressing their own opinions if they think it will displease others

SYSTEMATIC
 Presents precisely
 Focus on facts
 Efficient on speech
 Well organized workplace
 Uncomfortable expressing feelings
 Avoid confrontation
 Slow to respond to communication as they are analysing the situation and controlling a
logical, well-thought-out response

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 7

COMMUNICATION ETHICS AND PRINCIPLES

=========================================================
Whatever we communicate should be guided by certain ethical principles

 “Ethical Communication is fundamental to responsible thinking, decision-making and

the development of relationships and communities within and across context, cultures,
channels and media. Moreover, ethical communication enhances human worth and
dignity by fostering truthfulness, fairness, responsibility, personal integrity and respect
for self and others." (US National Communication Association, 1999)

4 Ethical Principles of Communication

1. Truthfulness, accuracy, honesty and reason as essential to the integrity of communication

 Be accurate when communicating, have the facts and figures to prove your
assertions

 Be reasonable, rather than be too emotional or threatening when communicating

2. Freedom of expression, diversity of perspective and tolerance of dissent to achieve the

informed and responsible decision-making fundamental to a civil society.

 Be able to hear different perspectives and have a high tolerance for views that are
different than yours.

3. Condemn communication that degrades individuals and humanity through distortion,

intimidation, coercion and violence and through the expression of intolerance and hatred.

 Have tolerance for hate speech, as well as speeches that incite violence and the act
of killing

4. Accept responsibility for the short and long term consequences of our own
communication and expect the same of others.

 Every time we communicate, we should consider the consequences of our actions.

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 8

PRINCIPLES OF EFFECTIVE COMMUNICATION

1. CLARITY. Clarity makes speeches understandable. Fuzzy language is absolutely

forbidden, as are jargons, euphemisms and doublespeak language.
2. CONCRETENESS. Concreteness reduces misunderstandings. Messages must be
supported by facts such as research data, statistics or figures. To achieve concreteness,
abstract words must be avoided.
3. COURTESY. Courtesy builds goodwill. It involves being polite in terms of approach and
manner of addressing an individual.
4. CORRECTNESS. Glaring mistakes in grammar obscures the meaning of a sentence.
Also, the misuse of language can damage your credibility,
5. CONSIDERATION. Messages must be geared towards the audience. The sender of a
message must consider the recipient's profession, level of education, race, ethnicity,
hobbies, interests, passions, advocacies and age when drafting or delivering a message
6. CREATIVITY. Creativity in communication means having the ability to craft interesting
messages in terms of sentence structure and word choice.
7. CONCISENESS. Simplicity and directness help you to be concise. Avoid using lengthy
expressions and words that may confuse the recipient.
8. CULTURAL SENSITIVITY. With increasing emphasis on empowering diverse cultures,
lifestyles, and races and the pursuit for gender equality, cultural sensitivity becomes an
important standard for effective communication.
9. CAPTIVATING. You must strive to make messages interesting to command more
attention and better responses

COMMMUNICATION AND GLOBALIZATION

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 9

========================================================= Gl
obalization has affected us in numerous ways, in terms of international travel, migration and
trade of good and services

 It is imperative to be aware of the differences between our culture and the rest of the
world’s culture.

 Globalization is the communication and assimilation among individuals, ethnicities,

races, institutions, governments of various nations supported by technology and
compelled by international trade.

COMMUNICATION IN MULTICULTURAL SETTINGS

=========================================================

INTERCULTURAL COMMUNICATION

 communicating or dealing with people who speak different languages or who come from
different cultures
 refers to interaction with people from diverse cultures.
 A form of communication that shares information across different cultures and social
groups. (Edward Hall, The Silent Language, 1959)

Forms of Intercultural Communication:

1. Interracial Communication – communicating with people from different races

2. International Communication – communicating between representatives from
different nations
3. Intracultural Communication – interacting with members of the same racial or
ethnic group or co-culture

EFFECTIVE INTERCULTURAL COMMUNICATION

 It is important to be culturally aware and culturally sensitive when navigating

intercultural communication.

 Intercultural communication is more challenging than intracultural communication

because there is greater mastery of one’s own language and culture.
NGEC 5A: PURPOSIVE COMMUNICATION 1
Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 10

 For intercultural communication to be effective, adaptations to a culture different from

one’s own are necessary.

 One also needs to “abide by the cultural norms and standards English imposes on the
users of language.”

CULTURAL DIFFERENCES:

HIGH CONTEXT VS LOW CONTEXT

A low context culture is one in which things are fully (though concisely) spelled out.
Things are made explicit, and there is considerable dependence on what is actually said or
written. A high context culture is one in which the communicators assume a great deal of
commonality of knowledge and views, so that less is spelled out explicitly and much more is
implicit or communicated in indirect ways.

Low context cultures include Anglos, Germanics and Scandinavians. High context
cultures include Japanese, Arabs and French.

MONOCHRONIC VS POLYCHRONIC

Monochronic cultures like to do just one thing at a time. They value a certain orderliness
and sense of there being an appropriate time and place for everything. They do not value
interruptions. Polychronic cultures like to do multiple things at the same time. A manager's
office in a polychronic culture typically has an open door, a ringing phone and a meeting all
going on at the same time.

Polychronic cultures include the French and the Americans. The Germans tend to be
monochronic.

INDIVIDUALISM VS COLLECTIVISM

In individualist cultures, individual uniqueness, self-determination is valued. A person is

all the more admirable if they are a "self-made man" or "makes up their own mind" or show
initiative or work well independently. Collectivist cultures expect people to identify with and
work well in groups which protect them in exchange for loyalty and compliance.

Many of the Asian cultures are collectivist, while Anglo cultures tend to be individualist.

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 11

CULTURE-BASED COMMUNICATION STYLES:

LINEAR VERSUS CIRCULAR.

Linear discussions get straight to the point.

Circular discussions involve telling stories around the main point.

DIRECT VERSUS INDIRECT.

In direct communication, statements are made directly to the people involved.

In indirect communication, communication is made through suggestion, implication, and other

cues, and may be made within earshot or through a third party. This is to avoid confrontation.

DETACHED VERSUS ATTACHED.

Attached communication is made with feeling and emotion

Detached communication favors objectivity.

CONCRETE VERSUS ABSTRACT.

Concrete communication assumes that issues will be better understood using stories, allegories,
and examples. It focuses on the specific.

Abstract, on the other hand, uses theories, principles, and data. It focuses on the general.

INTELLECTUAL ENGAGEMENT VERSUS RELATIONAL ENGAGEMENT.

Intellectual engagement means that a disagreement is directly stated. It's assumed that the idea
behind the disagreement is under attack, but not the relationship between those involved in the
communication. This is common in some European countries.

Relational engagement involves being respectful of feelings and ideas. In other words, tread
softly.

Americans tend to be linear, direct, detached, intellectually engaged, and concrete. However, a
lot of African, Pacific, and Asian cultures prefer circular, indirect, attached, and relationally
engaged. In France, the style is typically abstract, intellectually engaged, and detached. In Spain
and Latin America, it can be direct, linear, abstract, and relationally engaged.

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 12

Of course, this can differ in other countries, regions, and cultures. Being aware of different
communication styles, though, is the start to understanding and becoming more sensitive when
someone communicates using a different style than you.

VARIETIES AND REGISTERS OF SPOKEN AND WRITTEN LANGUAGE

TYPES OF LANGUAGE REGISTERS or STYLES

1. Static Register – rare and never changes

2. Formal Register – used in delivering public speeches and announcements
3. Consultative Register - uses professional discussion between someone superior and a
subordinate
4. Casual Register – uses informal language like slang, vulgarities, and colloquialisms
5. Intimate Register – uses private discussions among family members, husband and wife,
boyfriend and girlfriend relationship.

World English or Varieties of English

 2 most well-known varieties of English are those of the colonial superpowers: British
English and American English.

 In writing, one is to adhere to the Standard English of one’s country because each variety,
including those of the United States and United Kingdom has its own peculiar or
individual features such as: (1) punctuation, (2) spelling, (3) date, (4) words, (5)
expression/local idiom and (6) grammar.

 Example of the difference in words between British and American English

lorry - truck petrol – gasoline

pub – bar lift - elevator
torch – flashlight sweets - candy
barrister – attorney rubber - eraser
flat – apartment rubbish - garbage

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 13

timetable – schedule car park – parking lot

 There is no wrong way of speaking English as long as those who speak it understand each
other.

 However, in the context of academic and professional writing, one has to follow a
standard. This standard advocates the use of a consistent spelling and punctuation system.
It also avoids colloquial and informal usages.

 Standard English – consisting of the “conventional vocabulary and usage of educated

speakers and writers of English” (Roberts & Turgeon, 1998)

CULTURALLY SENSITIVE AND BIAS-FREE LANGUAGE

 Just as important as awareness of the existence of World Englishes is that of practicing

cultural sensitivity.

 To write in a culturally sensitive way means to be aware that cultural differences and
similarities between people exist and that these should be assigned a positive or negative
value via words and descriptions selected in writing.

 Academic and professional writings are characterized by bias-free language.

 The essential point is to communicate in a way that is respectfully of diversity.

GENERAL PRINCIPLES TO FOLLOW WHEN REFERRING TO GROUPS OR

CATEGORIES:

1. RACE AND ETHNICITY

RACISM – a form of discrimination against a person or persons of a different race.

 In general, it is best to avoid identifying by race or ethnic group

 Words that reinforce stereotypes and that imply all people of a particular race or ethnic
group are the same should be avoided.

 One must be attuned to the current terminology by which racial and ethnic groups refer to
themselves.

 Be sensitive also to religion when referring to various ethnic groups.

NGEC 5A: PURPOSIVE COMMUNICATION 1
Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 14

2. GENDER AND SEXUAL ORIENTATION

SEXISM – the prejudice and discrimination based on sex and

gender

 Favor gender-neutral words and phrases

 Example:
chairman – chairperson
policeman – police officer

3. SOCIAL CLASS

SOCIAL DISCRIMINATION or CLASSISM – a form of prejudice

against a person or people because of their social class

 Examples:
white trash-white people from the lower social class of
rural Southern US
jologs/jejemon – persons who look poor and out of style
conyo – young people from the upper class who speak Taglish
owning class – upper class
underclass – less privileged
squatters – informal settlers
poor – indigent

4. AGEISM

AGEISM – a form of discrimination against other people

because of their age, or assuming that older people are less physically,
intellectually or emotionally able than other age groups.

 Refer to a person’s age only when that information is pertinent to what is being
discussed.

5. DISABILITIES

 Discrimination in this area often arises because of lack of understanding and awareness.

 When referring to people of disabilities, the focus should be on the person , not the
condition
NGEC 5A: PURPOSIVE COMMUNICATION 1
Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION
 15

 Examples:
Retard – people with mental retardation
Blind – people with vision impairments
Cancer patients – people treated for cancer
AIDS Victim – person with AIDS
Abnormal – Atypical

Take Away: To be an effective writer, one must not stereotype, demean or exclude any
member of his or her audience. Such stereotypes and biases are barriers to communication.

NGEC 5A: PURPOSIVE COMMUNICATION 1

Prepared by:
Mrs. Jesseree A. Torrechilla
DO NOT REPRODUCE WITHOUT PERMISSION