PURPOSIVE COMMUNICATION

Lesson 1: Communication Principles and Ethics

Communication – is beyond simply putting words into thoughts and emotions.

- The art of creating and sharing ideas for a specific purpose. It comes in
many forms:
 Verbal communication – language, sounds, tone of voice
 Non-verbal communication - body language, facial expressions
 Written communication – journals, emails, blogs
 Visual communication – signs, symbols, pics, graphics, and emojis

Content – what are we communicating

Context – what are we communicating (objective)
Eyes - accurate conveyer of thoughts
Effective communication is dependent on how rich those ideas are, and how much of those ideas
are retained in the process. In order to be an effective communicator, a number of skills have to
be utilized.

In order to be a good communicator, a number of SKILLS (situation, content, recipient)

should be utilized.

TRIVIA: 91% OF PROFESSIONALS FROM THE WORLD’S TOP 300 MULTILINGUAL

COMPANIES SAID THAT COMMUNICATING IN ENGLISH IS IMPORTANT FOR WORK
SUCCESS.

Audience – who is expected to receive the message you are sending

Audience Analysis - are extremely important in “packaging” the message and sending it across

Communication barriers – anything hinders or block the communication

- Physical noise (cars passing by) – external
- Physiological Issues (upset stomach) – internal
- Cultural difference
- Varying Levels of expectations & experiences
- Differences in Perspective & communication styles
- Psychological – mind

Lay Mans Terms – conversational English

Principles of Effective Communication

 Clarity – clear & understood
 Conciseness – brief & short
 Completeness – complete & accurate
  Organization – outline topics
 Empathy – putting your feet on the shoes of others
 Flexibility – different communication styles

Global Village
- Neighbors (because we can easily communicate)
- Strangers (because we cannot communicate easily though we’re family)

Globalization - has been regarded as the key to the worldwide integration of humanity

We Filipinos have increased our awareness and acceptance of the notion that we belong to a
diverse, global community (is not confined to communication with people from other countries;
but is inclusive of communication within our own societies.

Diversity – the ability to understand cultural differences

Even professionals from the countries that are traditionally known for sticking to their native
tongue (e.g. Japan, Korea, and Vietnam) have started to learn English, as the internationally-
recognized lingua franca.

First Language – Tagalog (mother tongue) Native language

Second Language – English (tinuturo in school/included in curriculum)
Third Language – Foreign Language

Digital technology has erased territorial boundaries among countries and among people with
varying cultures.

Multiculturalists – those who are engaged with and respectful of people with different cultures.

Cultural insensitivity in global communication - can be felt in everyday communication, as

cultural misunderstandings often lead to misinterpretation and unnecessary tension between
people.

Effective communication in Ethical Communication

- Genuine (true)
- Open (transparent)
- Cooperative
- Sensitive

Past experiences inevitably affect people’s communication styles in the future.

Prejudice - when people take their past experiences and make certain assumptions that the same
experience will happen with the same people, given the same context.
“Naval Language” or The Belly Button Principle - which is believed to communicate true
interest while engaging in face-to-face communication.
Dr. Albert Mehrabian - professor of Psychology at UCLA said that the belly button rule is the
most important indicator of reading a person’s intention.

Lesson 2: Local and Global Communication in Multicultural Settings

A style – may be sometimes depend on the demands of the communication situation, as well as
on the needs and requirements of the target recipients of the information.
Each style has 2 dimensions: (a) assertiveness level and (b) emotiveness level

Dr. Eileen M. Russco - developed the model of four different communication styles:
Spirited - high expressiveness + high assertiveness (consideration)
Considerate – high expressiveness + low assertiveness
Direct – low expressiveness + high assertiveness (command, straight to the point)
Systematic – low expressiveness + low assertiveness (procedural)

Varieties and Registers of Spoken and Written Language

Language varieties “lects” – refers to the different variants of a language and may also be
grouped in the following classifications:
a. Pidgin - refers to a new language that develops into situations where speakers of different
languages need to communicate but do not share a common language.
b. creole - It is a pidgin that becomes the first language of the children, or the mother tongue of a
certain community.
c. Regional Dialect - a variety of a language spoken in a particular area of a country
d. Minority Dialect - a variety used as a marker of identity, usually alongside a standard variety,
by the members of a particular minority ethnic group
e. Indigenized Varieties - spoken mainly as second languages in former colonies with
multilingual populations.

“Conyo Language” – “Thank you for not dumping basura”

Language Registers – the way a speaker uses language differently in different social
circumstances and can be classified as:
a. formal - professional
b. casual - friends
c. intimate – private talks
d. frozen – unchanged (bible)
e. consultative – offering advice
Linguistic phenomena – affecting the way people communicate w/ each other.
Used to hide meanings within a social circle
- “Eklav” (false, lie) – Gay lingo
- “Erpats” (father) – reversal
- Jejemon language (emoji)
 G-words
 Acronyms
 Initialisms
 Without vowels & with numbers
 Sarcastic impressions

Lesson 3: Evaluating Messages and Images of Different Text Types

Digital technologies – are electronic tools, systems, devices and resources that generate, store or
process data. Well known examples include social media, online games, multimedia and mobile
phones.
World Englishes – the regionally distinct varieties of English that have risen in parts of the
world.

Sample varieties of English in different part of the world

- American English
- British English
- Canadian English
- Philippine English

Classification of English
I. English as Native Language (ENL) (USA, UK, CANADA)
II. English as Second Language (ESL) (INDIA, SG, PH) – w/ some colonial history
III. English as Foreign Language (EFL) (JAPAN, CHINA, SOUTH KOREA) w/o colonial
history

World Lingua Franca (ENGLISH)

- Differences: terminologies, accent, pronunciation, spelling, and deletion (in-ner-net /
internet)
Kirkpatrick (2007)
1. The goal of national or regional identity.
2. The goal of intelligibility (consider the context, standard English)

Code-switching – using English and another language in the same statement (standard to
regional)
Multimodality – is an inter-disciplinary approach that understands communication and
representation to be more than about language. (books, ads, journals, flyers)
Semiotic resources – language, gestures, images
Various modalities – visual, aural, somatic

A multimodal text can either be one of the following:

Paper – books, comics, posters
Digital – blogs, socmed. Film, vid
Live – perf. or event
Transmedia – using multiple delivery channels

In creating multimodal text, the purpose (must be clear on the message, why the message has to
be delivered), audience (the nature, interests and sensitivities of the target), context (the
message should be dearly delivered through various semiotic resources) must all be considered.

Lesson 4: The Rise of New Media and Technology Ads in Communication

Social media – a collective form of websites and applications that focus on communication,
community based input, interaction, content sharing & collaboration.

The one with millions of active and interactive users -started with MySpace in 2004, when it
reached a million active users.

In 2008, Hi5, MySpace, and Friendster were close competitors to the social media giant,
Facebook. At 2012 all 3 had virtually disappeared.

The exponential rise in the use of social media can be partly attributed to the emergence of
technologies that enable modern communication (that is, FAST, CONVENIENT,
INTERACTIVE communication).

English Language and the New Media

New media - refers to highly interactive digital technology. These are very easily processed,
stored, transformed, retrieved, hyper-linked, searched for, and accessed. Classified as: blogs,
socmed, comgames

Langauge in new media is sometimes reffered to as Computer – mediated communication

(CMC) or netspeak, e-communication, digital discourse, electronic discourse

This type of discourse or computer-mediated communication can be described as:

 Vernacular – it uses language that is common to people regardless of age, social class,
gender, or race (lol, atm, emoji, Hello?) (Acronyms)
  Interpersonal – it is relationship focused rather than subject oriented and can be
explained by the number of GCs (characterized by: turn-taking, repairs, topic
development, back-channels)
 Spontaneous – It is usually unplanned, unstructured, and sometimes impulsive. (f2f,
meh, meme) (Trolls – internet slang, Meme – image or vid. That represents the thoughts
& feelings, Hashtag – usage of the pound or number symbol #)
 Dialogical - It carries expectation of continuous exchange. (“reply”, “comment”, “leave a
comment”)

Misspellings/Respellings (cu, 2nyt, 2mrw, abt, y?)

- These increase insecurities in spelling, but also tolerance towards typographical “errors”,
which are reinterpreted as outcomes of speedy text production rather than indices of
lacking competence.

The English Language in the New Media is Brief, Multimodal, and Ideological.

Brevity –
Multimodality – refers to the layering of different digital media
Ideologically – motivated – New media is inherently ideological, especially in terms of their
political-economies of access and control.
“Digital natives” – young people

The key goal is to make sure everybody gets the right message at the right time. It serves various
purposes:
1. To inform
2. To persuade
3. To prevent misunderstanding
4. To present a point of view or reduce barriers

Communication planning - is deciding on the platform in which the message will be presented.

Factors that you need to bear in mind in using technology as an aid to communication:
1. Keep it simple
2. Emphasize only on key ideas
3. Show what you can’t say
4. Keep the number of images you present manageable
5. Combine variety with coherence
6. Use large lettering

TECH-BASED COMMUNICATION
 VISME – online tool for creating, editing, sharing & storing visual materials.
 ZOHO – social media management tool (schedule, monitor)
 PREZI – Hungarian video & visual communications
  POWTOON – sells cloud-based animation
 KEYNOTE – for apple

Lesson 5: Communication for Work Purposes

Some researchers have revealed that effective oral communication skill takes the top place
among the business skills needed in the company for its quality performance.

Andrea Campbell – author of Top 10 Team Communication Issues and How to avoid them, one
of these is team communication issues and cases that is encountered w/ coworkers (1) losing
trust with others, (2) poor cooperation among team members, and sometimes (3) the
disapproval or disrespect from colleagues or immediate superior. The said problems are
considered as Communication challenges – refers to the problem when the manager does not
provide feedback or coaching.

Leigh Branham - the author of 7 Hidden Reasons Employees Leave

How to solve the issue (Branham):
- Improving coaching and feedback especially among the new recruits
- setting up mentoring programs with experienced employees (leadership)
- requiring managers to provide feedback

Top Communication Issues (Campbell)

1. Failure to Listen – distractions, pre-occupied, short-attention

2. Culture Differences – diversity of background & cultural customs
3. Locale or Distance to Office – use emails, phone or video-conferencing
4. Ego and Attitude – arrogance
5. Authority or Hierarchy Problems – intimidation/ gap, shy & hesitant
6. Poorly Written Communication – confusion & misunderstanding
7. Gender Bias – gender discrimination
8. Focus or Listening Problems – inability to focus, generation gap
9. Inadequate Knowledge – ineffective education, lack of knowledge
10. Cliques, Groups and Friendships – segregation due to group membership affiliations or
exclusive grouping of teams