PURPOSIVE COMMUNICATION

WHAT IS LANGUAGE?

• Together with the creation of human life is the creation of a wonderful and dynamic
human capacity-language.
• Linguists agree that a language can only be called a language if it has a system of
rules (also known as grammar), a sound system (phonology), and a vocabulary
(lexicon).
• When people use language, they can understand each other because they belong to
the same speech community. They can understand each other because in their
speech community, people share the same set of rules in the language system.
• While growing up, people acquire the languages used by those in the community.
This is the process of language acquisition.

MOTHER TONGUES

• The languages acquired while growing up.

• referred to as first languages

SECOND LANGUAGES

• People discover later on those other languages are needed for various reasons
• People learn these languages by studying formally in school or informally on their
own. This is the process of language learning.

LANGUAGE CONTACT

• Though it will be a challenge for you and your Chinese friends to try to understand
each other, eventually you will be able to communicate as you slowly learn each
other's languages.
• The result of such contact may be a new form of language. It is possible that in your
attempt to communicate with each other, you and your Chinese friend will produce a
new language form that is understandable to both of you. Your own languages may
also change as you constantly interact and communicate with each other. Thus,
LANGUAGE CHANGE is the result of language contact

COMMUNICATION

• as a term takes on different contexts resulting in people having different views on

communication types
• is generally defined as the exchange of thoughts, ideas, concepts, and views
between or among two or more people, various contexts come into play.
CONTEXT

• is the circumstance or environment in which communication takes place.

• Such circumstance may include the physical or actual setting, the value positions of
a speaker/listener, and the relevance or appropriateness of a message conveyed.

Different contexts can impact one's communication. Each communication type is

governed by a particular circumstance. Thus, it is essential to pay attention to the
interplay of factors surrounding the context of communication which may be:
• Physical
• Cultural
• Social
• psychological in nature

Communication may then be classified according to:

1. Communication mode
2. Context
3. Purpose and style.

TYPES OF COMMUNICATION ACCORDING TO MODE

1. VERBAL - NON-VERBAL
• the initial meeting when you speak during the first few minutes is significant
as it leaves a lasting impression on your listeners. You show interest in
meeting these people by acknowledging their presence through an amiable,
congenial disposition, and a smiling face. Rather than just speaking, it is to
use the non-verbal code through a handshake, an approving facial
expression, and a kind disposition or character

2. VISUAL COMMUNICATION
• is the type of communication that uses visuals to convey information and/or
messages.
• Some examples are
➢ Signs ➢ Pictograms
➢ Symbols ➢ Grams
➢ Imagery ➢ Photos
➢ Maps ➢ drawings or illustrations
➢ Graphs ➢ various forms of electronic
➢ Charts communication.
➢ Diagrams

• Some examples of electronic communication symbols or images are the

emojis, emoticons, and animation among others to convey the writer's
emotions or clarify the intent of the message sender. These are achieved
through digital mode or text.
 TYPES OF COMMUNICATION ACCORDING TO CONTEXT
 In this sub-section, context in communication is referred to as a composite of
people interacting with each other.
 Communication may also be classified according to context:
A. Intrapersonal
B. Interpersonal
C. Extended
D. Organizational communication
E. Intercultural communication.

A. INTRAPERSONAL COMMUNICATION
• The Latin prefix intra- means within or inside.
• means talking to oneself.
• Some label it as self or inner talk, inner monologue, or inner dialogue.
• Psychologists call it with other names such as self-verbalization or self-
statement.
• For instance, if you find yourself talking to yourself, there is really no need for you
to answer back.
• You talk to yourself because you think that there is the need to:
 boost your confidence when you are nervous to speak in front of an
audience
 apprise yourself that you performed a good job
 console yourself that you did a task poorly

B. INTERPERSONAL COMMUNICATION
• the Latin prefix inter- means between, among, and together.
• An interactive exchange takes place as interpersonal communication takes
place.
• However, as it occurs, a transaction does not necessarily take place since it can
only be a simple interaction such as greetings, getting to know a person, or
ordinary conversations that happen between or among the interactants.
• This may occur in dyads or small groups, also known as group communication.
• Whereas interpersonal talks are meant for maintaining social relationships,
transactional talks aim to accomplish or resolve something at the end of the
conversation.
C. EXTENDED COMMUNICATION
• involves the use of electronic media.
• the description of extended communication may be expanded as to include tele,
audio, or phone conferencing; video-conferencing; Skype calls; and other
technological means.
• allowing speakers to reach a wider group of listeners.
D. ORGANIZATIONAL COMMUNICATION
• the focus is on the role that communication plays in organizational contexts.
• Organizations comprise individuals who work for the company.

There are two types of organizational structure:

1) FORMAL
• Formal structure allows communication to take place via designated
channels of message flow between positions in the organization.
• This may make use of four approaches:

1. DOWNWARD COMMUNICATION
➢ is the type that flows from upper to lower positions, i.e.,
president to a manager or supervisor, a manager to an
ordinary staff.
➢ The flow of communication is top-down or from a superior
to a subordinate, usually asking certain individuals to
perform a certain task.

2. UPWARD COMMUNICATION
➢ is bottom-up in which subordinates send communication to
their superiors/bosses bearing their views/feedback on
organizational policies, issues related to their jobs, and the
like.

3. HORIZONTAL COMMUNICATION
➢ is lateral in approach as it takes place among people
belonging to the same level but coming from different
departments or units to facilitate performance of tasks
through proper coordination

4. CROSSWISE COMMUNICATION
➢ is diagonal in nature as employees from different units or
departments working at various levels communicate with
each other.
2) INFORMAL
• comes from unofficial channels of message flow. Also known as
'grapevine,' messages coming from the different levels of the
organization are transmitted.
• This occurs due to the dissatisfaction of some employees accompanied
by uncertainty, such as superiors playing favorites and unfavorable or
unacceptable company rules and regulations.
 Organizational culture
• Each organization has its own culture. This is referred to as 'organizational
culture.
• is of utmost significance since it will dictate the kind of behavior that
employees should possess as well as the extent of commitment expected
from them by the organization.
• They all share in the values, practices, vision, and mission of the organization.

Peter Drucker's famous quote,

"Company cultures are like country cultures. Never try to change one. Try instead, to
work, with what you've got,"

E. INTERCULTURAL COMMUNICATION
• it is communication between or among people having different linguistic,
religious, ethnic, social, and professional backgrounds.
• Even gender difference affects communication.
• Indians interpret waving of hands from side to side as no or go away while it
means hello among Westerners
• In the Philippines, a local variety of English called Philippine English has
been developed which has introduced lexical innovation, not found or used in
other varieties, such as thrice, batchmates, CR (comfort room), solons,
barangay captain, and high blood.

TYPES OF COMMUNICATION ACCORDING TO PURPOSE AND STYLE

1. Formal Communication
• employs formal language delivered orally or in written form.
• Lectures, public talks/speeches, research and project proposals, reports, and
business letters, among others are all considered formal situations and
writings.
• Note that while lectures and speeches are delivered orally, the texts have
been thought out carefully and written well before they are delivered.
• To inform, to entertain, and to persuade are the main objectives of this type
of communication.

2. Informal Communication
• certainly, does not employ formal language.
• It involves personal and ordinary conversations with friends, family members,
or acquaintances about anything under the sun.
• The mode may be oral as in face-to-face, ordinary or everyday talks and
phone calls, or written as in the case of e-mail messages, personal notes,
letters, or text messages.
• The purpose is simply to socialize and enhance relationships
LESSON II - The Communication Process: Some Notes and Perspectives

• Communication, like life, is a continuous process that we cannot possibly

manipulate or predict, it is also unrepeatable and irreversible, thus when we say
communication is a process, we mean that it is both dynamic and ever changing.
• The process of communication involves variables that affect the whole
communication system.
• These variables should always be considered when negotiating meaning since
disregarding one of them would surely lead to communication breakdown.
• The most basic of these factors are the speaker and the listener - the speaker is also
known as the encoder or the sender of the message, while the listener is the
decoder or the receiver. (Antonio, et.al., 2011, p.5)
• In an interaction, each person plays dual roles - that of a sender and a receiver of the
message because the receiver becomes the sender of the message when he/she
responds to what was said. (Litao, et.al., 2011, p.5)
• The message variable seat across from the former to the latter is equal importance;
the message, which is sent through a channel.
• (Ang, 2009, p.6)

Diagrams/graphic representations of the basic models of communication

1. Aristotelian Model - The Aristotelian model was developed among the Greeks in
ancient times. It is the most simple and it has basic elements: speaker, message and
audience.

SPEAKER MESSAGE AUDIENCE

ONE WAY PROCESS

2. Lasswell Model -The Lasswell Model is one of the earliest models of communication
which was developed by Harold Lasswell in 1948. It consists of five basic elements in
a linear pattern.

3. The Shannon-Weaver Model - This is a model originally designed for telephone

communication. It has five basic elements: information source, transmitter, receiver,
destination, and noise. Moreover, this model describes communication as a one-way
process of transmission and reception of messages.

4. Schramm's Model - The highlight of Wilbur Schramm's model of communication is the

field of experience "concept." This model assumed that every communicator (sender)
has within himself past and present experiences that help him/her relate to other
communicators. These experiences form a "field of experiences" from which he draws
meaning at any point of communication.
5. Berlo's Model - The model of communication of David Berlo focuses on the speaker's
and receiver's knowledge, attitudes, socio-cultural system and communication skills.
The message on the other hand gives emphasis on the element, structure, content
treatment and coding. Likewise, the channels of communication are focused on the five
senses: seeing, hearing, touching, smelling and tasting.

6. White’s model

Eugene White focuses on the eight stages of oral communication.

1. Thinking - a desire, feeling, or an emotion provides a communicator or stimulus to

communicate.

2. Symbolizing - before a communicator can utter a sound(s), he/she has to know the
code of is in order oral language with which to represent his/her ideas in to
make his/her selection.

3. Expressing-the communicator then uses his/her vocal mechanism to produce the

sounds of language accompanied by his/her facial expression, gestures, and body
stance.
 4. Transmitting - when sound waves spread at 1,000 ft. per second and light waves
travel at a speed of 186,000 miles per second carry the speaker's message to
his/her listeners.

5. Receiving - when the sound waves make an impact upon the listener's ears after
which the resulting nerve impulses reach the brain via the auditory nerve; light
waves strike the listener's eyes after which resulting nerve impulses reach the brain
via optic nerve.

6. Decoding - the communicator interprets the language symbols he/she receives and
thinks further.

7. Feedbacking - the communicator may show overt behavior like a nod, yawn or
smile or he/ she may not show any behavior at all.

8. Monitoring - while the communicator watches signs or understanding of his/her

message among his/her listeners, he/she is also attuned to what is going inside
him/her; the communicator is receiving and decoding messages about
himself/herself from his/her audience in order to adjust to the particular situation.

GENERAL PRINCIPLES OF EFFECTIVE COMMUNICATION

Since communication is a two-way process, it is important that you know the principles to be
observed to make it effective. For both oral and written communication, you should be able
to apply the following principles:
1. Know your purpose in communicating. Are you communicating basically to inform, to
entertain, or to persuade? While you may have more than one purpose, there is still a more
dominant objective or reason why you communicate.
2. Know your audience. In both speaking and writing, you should know your audience as it
will dictate the speaking or writing style you are going to employ. Consider the age,
educational background, profession, culture, and other salient features of your listeners or
readers.
3. Know your topic. You communicate essentially because you want to share something. In
speaking situations, speakers are invited because they have something to share. This also
applies to writing. You write because you wish that other people learn something from you.
You may then utilize several or multiple communication techniques to easily catch the
attention of the audience.
4. Adjust your speech or writing to the context of the situation. The environment in which your
speech or writing is to be delivered determines the kind of language you will use.
5. Work on the feedback given you. Once you receive comments from the listeners/readers,
work on them. Take kindly to criticisms. In the long run, constructive criticisms will prove
beneficial to you as you learn to address them.
PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION
1. Be clear with your purpose. You should know by heart your objective in communicating.
2. Be complete with the message you deliver. Make sure that your claims are supported by
facts and essential information.
3. Be concise. You do not need to be verbose or wordy with your statements. Brevity in
speech is a must.
4. Be natural with your delivery. Punctuate important words with the appropriate gestures
and movements. Exude a certain degree of confidence even if you do not feel confident
enough.
5. Be specific and timely with your feedback. Inputs are most helpful when provided on time.

PRINCIPLES OF EFFECTIVE WRITTEN COMMUNICATION: THE 7CS

1. Be clear. Be clear about your message. Always be guided by your purpose in
communicating.
2. Be concise. Always stick to the point and do not beat or run around the bush. Be brief by
focusing on your main point.
3. Be concrete. Support your claims with enough facts. Your readers will easily know if you
are bluffing or deceiving them because there is nothing to substantiate your claims.
4. Be correct. It is important that you observe grammatical correctness in your writing. Always
have time to revise and edit your work. Even simple spelling errors may easily distract your
readers.
5. Be coherent. Your writing becomes coherent only when you convey a logical message.
The ideas should be connected to each other and related to the topic. Make sure that you
observe a sound structure that will present a smooth flow of your ideas. Use transitional or
cohesive devices so that the ideas cohere with one another.
6. Be complete. Include all necessary and relevant information so that the audience will not
be left wanting of any information. Always place yourself in the shoes of the audience, who
is always interested to receive new information.
7. Be courteous. The tone of your writing should be friendly. Avoid any overtone/undertone
or insinuation to eliminate confusion and misinterpretation.

ETHICS OF COMMUNICATION
Communication ethics

• emphasizes that morals influence the behavior of an individual, group, or organization

thereby affecting their communication.
• It is important to note that one's behavior should be regulated by honesty, decency,
truthfulness, sincerity, and moral uprightness.
Be guided by the following to achieve ethical communication:
1. Establish an effective value system that will pave the way for the development of your
integrity as a person. One's behavior and decision-making style affect, in turn, the
operations of an organization.

2. Provide complete and accurate information. Whether it is needed or not, the data you
provide should always he contextualized and correct.

3. Disclose vital information adequately and appropriately. Never conceal or hide

information that are necessary for purposes of transparency.

CODE OF ETHICS

• sets the standards to be observed by a person or a company that will create a good
reputation or a positive image not only for an individual but also for the organization.
COMMUNICATION MODE
• refers to the channel through which one expresses his/her communicative intent.
• It is the medium through which one conveys his/her thoughts.
• Views or feelings can be communicated through face-to-face interaction, video, or
audio. The mode may also be text-based.
• The most common of all these modes is the face-to-face interaction. It is an
informal or casual conversation between two or more people

Dau Voire suggests: "Be brave enough to start a conversation that matters." This simply
means that even if the people surrounding you in a social event are strangers to you, you
need to be confide enough to meet new faces and initiate an interesting conversation.
TOPIC INITIATION should be followed by topic maintenance, topic change or shift, and,
finally, topic closure.
Margaret J. Wheatley states: "All social change begins with a conversation." Indeed, this is
so especially if that one single and simple conversation blossoms into a deeper contact
As Diana Wheatley aptly puts it: "Meaning is made in conversation, Reality is created in
communication, And knowledge is generated through social interaction... Language is the
vehicle through which we create our understanding of the world."

• Another mode of communication is video. Web cameras are used so that two or
more people who cannot interact face-to-face can communicate.
• The third mode of communication is audio. Audio means transmitted sound. Thus, in
this mode of communication, only the voice of the speaker is heard.
• The fourth and last mode is text-based communication such as e-mail, facsimile,
text messaging, and instant messaging. Social networking sites such as Facebook,
Twitter, and Instagram likewise offer text-based interaction
• The last three modes are all virtual in nature. Those engaged in communication are
WHAT IS GLOBALIZATION ANYWAY?" By Alex Gray (World Economic Forum, 2017)

HOW GLOBALIZATION WORKS

• In simple terms, globalization is the process by which people and goods move easily
across borders. Principally, it's an economic concept - the integration of markets,
trade and investments with few barriers to slow the flow of products and services
between nations. There is also a cultural element, as ideas and traditions are traded
and assimilated.
• Globalization has brought many benefits to many people. But not to everyone.

STORM IN A COFFEE CUP

• The first Starbucks outlet opened its doors in 1971 in the city of Seattle. Today it
has 15,000 stores in 50 countries. These days you can find a Starbucks anywhere,
whether Australia, Cambodia, Chile or Dubai. It's what you might call a truly
globalized company.
• And for many suppliers and jobseekers, not to mention coffee-drinkers, this was a
good thing. The company was purchasing 247 million kilograms of unroasted coffee
from 29 countries. Through its stores and purchases, it provided jobs and income for
hundreds of thousands of people all over the world.
• But then disaster struck. In 2012, Starbucks made headlines after a Reuters
investigation showed that the chain hadn't paid much tax to the UK government,
despite having almost a thousand coffee shops in the country and earning millions of
pounds in profit there.

HOW DID GLOBALIZATION HAPPEN?

• We might think of globalization as a relatively new phenomenon, but it's been around
for centuries.
• One example is the Silk Road, when trade spread rapidly between China and Europe
via an overland route. Merchants carried goods for trade back and forth, trading silk
as well as gems and spices and, of course, coffee. (In fact, the habit of drinking coffee
in a social setting originates from a Turkish custom, an example of how globalization
can spread culture across borders.)

WHAT DRIVES IT?

• The internet has revolutionized connectivity and communication, and helped people
share their ideas much more widely, just as the invention of the printing press did in
the 15th century. The advent of email made communication faster than ever.
• The invention of enormous container ships helped too. In fact, improvements in
transport generally - faster ships, trains and airplanes - have allowed us to move
around the globe much more easily.
WHAT'S GOOD ABOUT IT?

• Globalization has led to many millions of people being lifted out of poverty.
• For example, when a company like Starbucks buys coffee from farmers in Rwanda,
it is providing a livelihood and a benefit to the community. A multinational company's
presence overseas contributes to those local economies because the company will
invest in local resources, products, and services. Socially responsible corporations
may even invest in medical and educational facilities.
• Globalization has not only allowed nations to trade with each other, but also to
cooperate with each other as never before. Take the Paris Agreement on Climate
Change, for instance, where 195 countries all agreed to work towards reducing their
carbon emissions for the greater global good.
WHAT'S BAD ABOUT IT?

• While some areas have flourished, others have floundered as jobs and commerce
move elsewhere. Steel companies in the UK, for example, once thrived, providing
work for hundreds of thousands of people. But when China began producing cheaper
steel, steel plants in the UK closed down and thousands of jobs were lost.
• Every step forward in technology brings with it new dangers. Computers have vastly
improved our lives, but cyber criminals steal millions of pounds a year. Global wealth
has skyrocketed, but so has global warming.
• While many have been lifted out of poverty, not everybody has benefited. Many argue
that globalization operates mostly in the interests of the richest countries, with most
of the world's collective profits flowing back to them and into the pockets of those who
already own the most.
• Although globalization is helping to create more wealth in developing countries, it is
not helping to close the gap between the world's poorest and richest nations. Leading
charity Oxfam says that when corporations such as Starbucks can legally avoid
paying tax, the global inequality crisis worsens.
• Basically, done wisely (in the words of the International Monetary Fund) globalization
could lead to "unparalleled peace and prosperity." Done poorly, "to disaster."

INTERCULTURAL COMMUNICATION

• According to science, each person is genetically unique. Except for identical twins,
each person has a unique genetic composition. This uniqueness becomes even more
heightened because of individual experiences. Humans are formed by forces other
than genetics. Family background, religious affiliations, educational achievements,
socio-cultural forces, economic conditions, emotional states, and other factors shape
human identities. Because of this, no two people can ever be exactly the same.
How then do we approach intercultural communication? The following reading text talks
about intercultural communication. Before reading the text, look up the meanings of the
following words and phrases that are used in the selection.

• Take for granted • Domestic • Durable bond

• Cultural biases workforce • Grossly disloyal
• Cultural overtones
COMMUNICATING ACROSS CULTURES By Carol Kinsey Goman (2011)

• Communicating across cultures is challenging. Each culture has set rules that
its members take for granted. Few of us are aware of our own cultural biases
because cultural imprinting is begun at a very early age. And while some of a
culture's knowledge, rules, beliefs, values, phobias, and anxieties are taught
explicitly, most of the information is absorbed subconsciously.
• The challenge for multinational communication has never been greater.
Worldwide business organizations have discovered that intercultural
communication is a subject of importance-not just because of increased
globalization, but also because their domestic workforce is growing more and
more diverse, ethnically and culturally.

HIGH-CONTEXT VS. LOW-CONTEXT

• All international communication is influenced by cultural differences. Even the
choice of communication medium can have cultural overtones. The determining
factor may not be the degree of industrialization, but rather whether the country
falls into a high-context or low-context culture.
• High-context cultures
 (Mediterranean, Slav, Central European, Latin American, African, Arab,
Asian, American- Indian) leave much of the message unspecified, to be
understood through context, nonverbal cues, and between- the-lines
interpretation of what is actually said.
• low-context cultures
 (most Germanic and English-speaking countries) expect messages to be
explicit and specific.

SEQUENTIAL VS. SYNCHRONIC

Some cultures think of time sequentially, as a linear commodity to "spend," "save,"
or "waste." Other cultures view time synchronically, as a constant flow to be
experienced in the moment, and as a force that cannot be contained or controlled.

SEQUENTIAL CULTURES
❖ (like North American, English, German, Swedish, and Dutch), businesspeople
give full attention to one agenda item after another.
SYNCHRONIC CULTURES
❖ (including South America, southern Europe and Asia) the flow of time is viewed
as a sort of circle, with the past, present, and future all interrelated.
❖ This viewpoint influences how organizations in those cultures approach
deadlines, strategic thinking, investments, developing talent from within, and the
concept of "long-term" planning.
AFFECTIVE VS. NEUTRAL
❖ In international business practices, reason and emotion both play a role. Which
of these dominates depends upon whether we are affective (readily showing
emotions) or emotionally neutral in our approach.
❖ Members of neutral cultures do not telegraph their feelings, but keep them
carefully controlled and subdued.
❖ In cultures with high affect, people show their feelings plainly by laughing,
smiling, grimacing, scowling, and sometimes crying, shouting, or walking out of
the room.
❖ This doesn't mean that people in neutral cultures are cold or unfeeling, but in the
course of normal business activities, neutral cultures are more careful to monitor
the amount of emotion they display.
❖ Emotional reactions were found to be least acceptable in Japan, Indonesia, the
U.K., Norway, and the Netherlands and most accepted in Italy, France, the U.S.,
and Singapore.
❖ If our approach is highly emotional, we are seeking a direct emotional response:
"I feel the same way."
❖ If our approach is highly neutral, we want an indirect response: "I agree with
your thoughts on this."