PURPOSIVE COMMUNICATION NAME:

Chapter 1 __________________________

Communication Processes, Principles, and Ethics YR/SECTION:

__________________________

LESSON 1: The Nature of Communication

Communication is an important human activity. Without it, people may have trouble comprehending one
another. Furthermore, relationships among humans may not be realized in the absence of communication
(Aquino, de Guzman, Quioyo, 2018). Also, it is a powerful activity that comes innately like breathing. In
addition, it is said to be a process which involves the trade and exchange of thoughts, ideas, information,
feelings and/or emotions with the use of vocal faculties, non-verbal gestures, behavior, and written symbols
(Villacorte et al, 2018). Though considered natural, there is still a need to understand how communication
works so that we can carefully deal with its processes, elements, and forms. The term communication is said
to be coming from the Latin expression “communicare” which aptly means “to share” or “to make
common”. Communication is a systematic process which generates meaning by using messages. It is
certainly a process as it is an activity performed, an exchange of ideas, or a set of behavior.

Components in the Communication Process

1. Sender – The component who initiates the communication process by coming up with a message based
on his attitude, knowledge, perception, skills, cultural background and meaningful experiences. He is the
one responsible for the success of the communication process.

2. Receiver –The one who receives the message. A receiver comprehends the meaning of a particular
message is largely depends on the various influences such as accessibility of the message, the knowledge
level on the topic, the trust between the sender and the receiver or basically, their level of relationship. All of
the receiver’s possible interpretation of the message is based on his attitude, knowledge, perception, skills,
cultural background and meaningful experiences.

3. Message – considered as the heart of communication, and is the information translated through symbols
that may be in the form of a gesture, spoken word, or written language. A message is composed of
encoded symbols forming an idea that is both understood by co-communicators.

4. Channel – the means as to how the message is conveyed. Most channels are either oral or written, but
currently visual channels are becoming more popularly used as technology continuously invades the
communicative activities. Common channels include telephone, emails, and written formats like memos,
letters, and print ads. Adding to the variety of channels of communication is the rise of social media that
flourished as a new form of channel.

5. Feedback –the reply (if written or printed); the response (if oral or face to face) or the reaction (if
gestures). This is the final link in the chain of the communication process. After receiving the message, the
receiver responds to the sender. A feedback may be done in various forms such as a spoken word, a written
comment, a long sigh, a gesture, or a smile. In some instances, even a lack of response, to some sense, is
already a form of feedback (Bovee and Thrill, 1992). Without feedback, the sender may not confirm that the
receiver has interpreted the message correctly.

Communication Contexts

1. Intrapersonal Communication – It is the communication that occurs within one’s own mind. It also
includes activities such as one’s solving own problems or conflict, planning, evaluating oneself and one’s
relationships with others.

2. Interpersonal Communication – the process of using messages to generate meaning between two or
more persons in a situation.

a. Dyadic Communication –is basically a communication between two persons, i.e., you talking with your
parent, an interview with an employer, or a consultation with a teacher.

b. Small-group Communication –is the process of generating meaning using messages within a small
group of communicators. Example: interactions with family members, study groups, religious groups, etc

3. Public Communication – this is the process where a single source utilizes messages that then transmits
these messages to a number of receivers at once. Public communication or public speaking is recognized
by its formality, structure, and planning.

4. Mass Communication –it is a process of communicating messages in order to generate meaning

through a mediated system. From the source of the message, it goes to its several unseen receivers. This
type of communication is called “mass” because the messages go to newspaper and magazine readers,
TV viewers, radio listeners and netizens.
 LESSON 2: The Principles of Communication
Communication is a two-way process
which involves the giving and
receiving of information through multiple
choices of channels. Whether one is
speaking informally to a classmate,
talking about a conference or student
teaching, writing a newsletter article or
formal report, there are several principles
to be considered when one is
communicating.

The following are some basic principles that may be considered:

1. Knowing your audience is essential when communicating. Speakers, for instance, should
consider the needs and interests of his listeners. Like the songs from two different periods, the
music lovers of this generation may not appreciate the kind of musicality old songs have and vice
versa. Regardless of time or season, senders must know to whom they are talking to.

2. Knowing your purpose is also crucial. Knowing your reason for communicating will help you
outline what you say.

3. Knowing your topic is precisely the key and heart of your discussion. Composers choose a topic
to be portrayed in the songs they make. As to speakers and writers, they must have a rich and
wide scope of knowledge so that what they share to their audience. Today, the issue of expertise
is already catered so that topics given in communicative interplay are trustworthy and accurate.

4. Anticipating objections from the audience is quite a difficult task to handle. Nevertheless,
presenting ideas not necessarily give acceptance to the others. Hence, one should be ready in
answering challenging questions.

5. Achieving credibility with your audience could be done when a sender provides authentic and
firsthand information. Sharing personal and inspiring stories, like those of love songs, will motivate
listeners and therefore provide a lasting impression among audience.

6. Presenting information in various ways is the best way of communicating. As a speaker or

writer, you must be creative enough to effectively get the hearts of your audience. Anything that is unusual
catches attention to the listeners. Rapping has been an interesting example of creativity
to the kind of music for those of you in the Generation Z like.

7. Acknowledging communication barriers. One of the major communication barriers is

ourselves, basically, our own ideas and opinions. When we listen to a reading or to a person
speaking, most of the time, we filter the message of what is being said in a screen of our opinion.
Truly, communication is a complex process.

LESSON 3: Ethics of Communication

When we say ethics, we refer to a set of values or moral principles used in everyday living. Regarding
the process of communication, we also use ethics those values or principles which are observed in human
conduct with respect to the wrongness and rightness of their actions and to the badness or goodness of the
motives of such actions. Therefore, the principles governing communication, the right or wrong, good, or
bad dimensions of communication, encompass the communication ethics. Questions of right and wrong or
questions about what is good or bad surfaces when people communicate which each other. Ethical
communication boosts our dignity and human worth as we foster respect for self and others, personal
integrity, responsibility, fairness, and truthfulness. It is fundamental to decision making and responsible
thinking and the development of good relations within and across contexts, channels, cultures, and media.
To create balance between listening and speaking, there must be an iota of truthfulness.
The following ethical standards may guide us in communication:

1. Listen attentively when someone is speaking.

2. Speak without prejudice.
3. Speak from your own experiences, thoughts, feelings, needs, emotions, and perspective 4. Be
understanding
5. Do not slander.
6. Be aware of your own personal boundaries. Do not share something that will you uncomfortable.
7. Respect other people’s personal boundaries.
8. Do not make side comments when someone is speaking. Do not interrupt.
9. Be truthful, accurate, honest, and reasonable.
10. Promote tolerance of difference, freedom of expression, and diversity of perspective.
11. Respect and understand others before evaluating and responding to their messages.
12. Endorse equal access to communication resources and opportunities.
13. Promote communication atmosphere that is caring and understanding.
14. Do not degrade individuals through falsehood, intimidation, violence, intolerance, and hatred.
15. When you are to make significant choices, encourage sharing of information, ideas, opinions,
and feelings while respecting privacy.
16. Be responsible for the consequences of our communication behaviors.

ACTIVITY 1: Analysis
Instructions: Answer the following questions concisely based on the provided
text. Copy and answer this on the activity booklet.

1. Why is knowing your audience crucial for effective communication?

2. Explain the importance of identifying your purpose before
communicating.
3. How does having a deep understanding of your topic contribute to
successful communication?
4. Why is it important to anticipate potential objections from your
audience?
5. How can a communicator build credibility with their audience?
 Chapter 2
Communication and Globalization

LESSON 1: Communicating in a Multi-Cultural Setting

The multi-cultural setting is true in most industries. It cannot be avoided because technology
keeps evolving and people are adopting globalization. That is why, you should learn to observe how
communication works in a diverse community or organization especially if you will be working in a
company that has a diverse workforce. You should know how to determine facts and not be bias. Also, you
should look for similarities and differences in the way people from different cultures communicate to avoid
conflict and misinterpretation. The answers to the preceding questions will tell you that communicating in a
multi-cultural setting is not a mere theory. For you to be able to effectively communicate you also must be
well-rooted on how intercultural communication works. Intercultural competence is crucial for us to live
harmoniously despite our differences in culture.

Intercultural communication is the sharing of meanings with and receiving and interpreting ideas
from people whose cultural background is different from yours. A deep understanding of each other’s
culture can also lead to earning the respect of the members of the society.

Variations of Intercultural Communication (Samovar and Porter, 2001)

1. Interracial communication – is the interaction among people of different races.
Example:
A tourist guide conducting a tour for a group of people with different nationalities

2. Inter-ethnic communication – is the interaction among people who have different ethnic groups.
Example:
An international correspondent interviewing the aborigines of Australia for a television documentary

3. International communication – is the interaction between persons representing different political

structures.
Example: The president of a parliamentary government meeting the president of a democratic government

4. Intra-cultural communication – is a type of communication wherein members of the same

ethnic, racial, or subculture groups interact and share messages among others.
Example:
The head of the Manobo tribe meeting his constituents

LESSON 2: The Impact of Communication in Society and the

World
Communication has been of great help to the society and the world. Especially to countries like
ours, the English language, being the second language paved way for globalization that bridges
the communication process in a multicultural or international setting. It helps with the development
education and progress in business, finance, economy, and the way of living.
Few decades ago, communicating with other people overseas was problematic because of
the unavailability of technology. But with the present technology, the said problem is no more. This
breakthrough in communication impacted the cultural, environmental, economic, and political elements of
the world greatly.

1. Increased Business Opportunities – with the help of communication platforms such as Google
Meet, Zoom, Skype, etc., employees and applicants can now be hired by companies from other
countries. This act of outsourcing jobs/services from other countries helps the operations of the
company to be more efficient and modern.

2. Fewer Cultural Barriers – being able to communicate with other people frequently and easily
results to one person’s better understanding of other cultures and customs.

3. Creation of a Global Village – according to Marshall McLuhan, a “global village” is formed when
distance and separation is of no more importance. This “global village” is made possible because
of the ability of technology to connect people.

4. Accessibility and Equitability – due to the availability of online communication platforms such as
Facebook, Google, YouTube, e-books, search engines, online courses, etc., people are given equal
opportunity to access and study the information in the said sources. With this, information and ideas
slowly transcend boundaries and social strata.
 LESSON 3: Characteristics of Competent Global Communicator

Being a competent global communicator requires skills that are practiced religiously until they become part
of your system. The need to be a competent global communicator has been recognized by a lot of sectors
in our community today and the challenges is how you could be one. Communication is indeed vital to
Humanity, but it could also be considered as a challenge. Considering the demand of the world, it is not
easy to properly communicate effectively but, if you are aware of the characteristics of a competent
global communicator communicating to people will be like a walk in the park.

Communication Competence Components

1. Self-awareness – Observe your own behavior while communicating. Behave accordingly to the
setting of communication.

2. Adaptability – is the ability to adapt to the communication context. That is, communicate
differently to different people. You do not want to communicate in the same way to your close
friends as you would to old people, colleagues, and high-ranking bosses.

3. Cognitive complexity – this is an idea that suggests that one’s communication behaviors are
affected by different mental and emotional factors. For example, if you have wronged the person
you are talking to, you may respect him/her to act differently towards you. Also, if the person is
bothered or simply not in the mood, this will also affect the communication process.

4. Ethics – Communicate in the way that is morally correct. For example, do not take advantage
of people who are mentally challenged to get them to agree with you.

Characteristics of Competent Global Communicator

1. Tolerance during uncertainty

2. Contemplative
3. Sensitive
4. Adaptable
5. Polite
6. Avoids negative questions
7. Supportive
8. Unbiased or unprejudiced
9. Observant
10. Does not use slang
11. Watches the humor
12. Maintains etiquette

ACTIVITY 2: Reflection Paper (Minimum of 200 words)

Instruction: Writing a Reflection Paper. Copy and answer this on the activity booklet.

Reflect on the broader importance of intercultural communication in today's world. How can
effective communication across cultures contribute to a more inclusive and harmonious society?
 Chapter 3
Local and Global Communication in Multicultural Settings

LESSON 1: Varieties and Registers of Spoken and Written Language

The Importance of Differentiating Written from Spoken Communication

Knowing the difference between written and spoken communication can help improve your
communication skills. For example, you need to remember that unlike a written output, that can be read
over and over again, effective speaking requires the effective use of clear pronunciation, pausing, and
emphasis to ensure the listener understands the speech the first time it is heard since there is a possibility
that the audience cannot ask the speaker to repeat the speech. For writing, it is acceptable to compress
more words in a sentence whereas in speaking, this should be avoided since long sentences are harder to
understand in speeches.

Comparing Written Communication with Spoken Communication

Some differences between written communication and verbal communication are as follows:
1. Speaking is a social activity while writing is a private activity.
2. Speaking is universally learned while writing needs to be taught.
3. Writing is generally planned while speaking is usually unplanned.
4. Speaking makes use of gestures and facial expressions while writing uses punctuation marks.
5. Writing creates a permanent output while speaking does not.
Characteristics of Written Language
1. Planned - this means that there should be an extensive planning of the written output because the
same is often read by the people unknown to the writer.
2. Organized – since there is a careful planning of the written language, the written output is
expected to have organization of thoughts and ideas from the writer.
3. Durable – written language/ communication possesses durability or permanence. It can exist for
a long period of time without significant deterioration.

Characteristics of Spoken Language

1. Variation in speed
2. Loudness or quietness
3. Gestures
4. Intonation
5. Stress
6. Rhythm
7. Pitch range
8. Pausing and phrasing

Crystal (2006) differentiates speech and writing in relation to physical form where speech uses phonic
substance and writing uses graphic substance. In relation to structure and use, it is also described that
speech is “time-bound, dynamic, and transient” while writing is “space-bound, static, and permanent”.

Principles of Effective Oral Communication

1. Have a clear understanding of your purpose. Knowing by heart your purpose is a big help as
it will help you choose the appropriate topic, choice of words or manner of delivery for your
intended audience. If your intention of speaking is to entertain, then you should use language
and expressions that will spark laughter among your audiences or something that will lighten
their mood or the atmosphere.

2. Make sure that the message you deliver is complete. When promoting a product for instance,
your purpose is to persuade and this can only be achieved if your claims are supported by
facts and essential information.

3. Go straight to the point. Being wordy with your statement may lead to confusion or
misunderstanding. As every minute counts during your communicative encounter, make your
talk or speech brief. Long speeches also result to boredom

4. Deliver your speech in a natural way. Use appropriate gestures and movements to give
emphasis to important words. Overdoing your gestures and hand movements can distract
your audience’s attention.
5. Have your feedback specific and timely. Feedback and other inputs are most helpful if they are
given or provided on time

Principles of Effective Written Communication: The 7Cs

1. Be clear. To achieve clarity in the delivery of your message, be guided with your purpose.

2. Be concise. Always stick to the point and do not beat or run around the bush. Focus 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.
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.
6. Be complete. Include all necessary and relevant information so that the audience will not be
left wanting of any information.
7. Be courteous. The tone of your writing should be friendly. Avoid any overtone/undertone or
insinuation to eliminate confusion and misinterpretation.

LESSON 2: Varieties of English Language

Origin of Philippine English

The story of Philippine English has its historical origins in the US intervention of 1898, and the American teachers
who arrived here toward the end of the Philippine-American War. These first teachers, known collectively as the
'Thomasites' (after the US army transport ship Thomas), arrived as early as 1901 and were soon dispersed throughout
the islands. They had an important impact, not only as teachers, but also as teacher-trainers, so that by 1921, 91
percent of all teachers were native-born Filipinos and, thus, 'almost from the beginning, Filipinos learned English from
Filipinos and the seeds of what we now call Philippine English began' (Gonzalez, 1997: 26-27).

By 1918, the census report noted that around 47 percent of the population claimed to speak English, and 55.6
percent claimed the ability to read and write the language. Official American involvement in the teaching of English
persisted until the outbreak of war with the Japanese in December 1941, by which time census results indicated that
around 27 percent of the population claimed to be able to speak English. Judging by the experience of other colonized
nations, the extent to which English had been adopted within the society by that time was remarkable.

In the post-independence era after 1946, English was retained as an official language in government and
education, but was increasingly used alongside the national language, first termed Wikang Pambansa ('national
language'), then later 'Pilipino', and 'Filipino'. Over the decades, Philippine English began to develop as a 'variety' of
English in its own right, associated with a distinct accent, a localized vocabulary, and even a body of creative writing by
Philippine writers in English. From the 1960s onwards, local linguists began to describe this localized variety in some
detail, despite anxieties among some educators and policy-makers that the recognition of 'Philippine English' somehow
involved the acceptance of a less-proficient variety of the language (Bautista, 1997). However, the latest results from a
Social Weather Stations (2006) survey suggest that some 65 percent of the population claim the ability to understand
spoken and written English, with 48 percent stating that they write English, but with only 32 percent reporting that they
speak the language. The same report then goes on to explain that these totals indicate a marked decline in English
proficiency compared to results from 1993 and 2000 (Social Weather Stations, 2006).
Source: Bautista, M. and Bollin, K. (2008). Philippine English: Linguistic and literary perspectives. Hong Kong University
Press. pp. 4-5.

LESSON 3: Language Registers (Formal vs Informal)

Essays in exams and application forms are usually evaluated based on content, communicative
achievement, organization, and language. Communicative achievement refers to one’s ability to write
appropriately for a given task using the right register. Language register is the level of formality with which
you communicate. Different situations and people call for different registers. When writing essays and letters,
you as communicator, need to consider your target reader for each task using appropriate style and tone.

Types of Language Registers

1. Formal –formal language which is used in a
professional context, is highly structured, impersonal, and
more serious in its tone, vocabulary, and grammar It is common in the workplace, academe,
business, trade, and other industries. Formal language is usually employed when interacting with a
boss, or attending a formal gathering such as conferences, seminars, and the like.

2. Informal – informal language is casual, personal, and more intimate in its tone, sentence structure,
and choice of words. This is appropriate when communicating with people you know very well such
as your family, relatives, and friends. Informal register is used during informal gathering such as
family dinners, parties, and other informal encounters.

3. Neutral – this is a more factual and non-emotional type of language register. This is mostly used in
highly business-oriented and technical contexts.
The following table shows the different contexts and language features for each register.

Language Genres and Contexts Language Features

Register
• Adheres to rules of grammar
• Business letters and
• Letters of complaint mechanics (punctuation,
• Academic essays abbreviation,
• Report spelling, etc.)
• Official speeches • Uses third person point-of-view
Formal • Announcements (he, she,
• Professional emails they, etc.)
• Job interviews • Uses sentences in active voice
• Business meeting • No slang
• Conferences • Less abbreviations and
• Public forums acronyms (should
• Personal emails be spelled out)
• Text messages • Uses complete and more
• Short notes complex sentence
• Friendly letters • Does not necessarily adhere to
rules and
mechanics (punctuation,
abbreviation,
spelling, etc.)
Informal • Most blogs • Uses the first person and
• Diaries and journals second person
• Dating point-of-view (I, me, you)
• Chatting or hanging out • Uses sentences in passive voice
with friends • Slang may be allowed
• Acquaintance parties • Presence of emoticons or
• Coffee table sessions “emojis”
• Uses phrases, fragments,
clauses, or simple sentences
Neutral • Reviews • Almost like formal register
• Articles though it uses
• Technical writing more jargons (terms unique to
• Business presentations specific
• International conferences field or profession)

ACTIVITY 3: Exploring the Origins and Evolution of Philippine English

Instructions: Copy and answer this on your activity booklet.

Summarize: In your own words, summarize the key historical events that led to the
development of Philippine English.

Analyze: How did the role of Filipino teachers contribute to the unique characteristics of
Philippine English?

What factors contributed to the decline in English proficiency observed in recent years?
 Chapter 4

Evaluating Messages and/or Images

As you may have realized by now, language is all around us- from the moment we wake up, to the
way we speak in order to communicate with each other, to the posts and comments we make on social
media, and even as we use our body to give cues and signals of pain, happiness, and excitement, and up
to the time we fall asleep, language is an inevitable part of human lives. As an active participant of
communication, we must be guided by our goals and careful selection of words and modes on the delivery
of message in order to ensure a successful communication process. As a part of this world of language, you
have to be good in examining how messages and signs communicate with you in the context of the
speaker, purpose, channel, audience and above all, critical mindedness in evaluating messages.

LESSON 1: Messages and Images

Messages and Images

What is a Message?
From what you have just done on the Initial Activity, you were able to critically analyze a set of images and
its message towards its target audience. Let us recall what a message is. A message, as defined in
Module 1, is simply the content of information that the sender wants to transmit to the receiver.
It may be presented in several forms like spoken words, written words, non-verbals, pictures, film,
advertisement, memes, visual, and performing arts. A message sent by different sources have their specific
purpose.

1. Purposes of Message
In encoding or constructing a message, it is imperative that you have a goal in mind to successfully
share the content of your message. Below are the following purposes of creating a message:

1. To inform or educate. Your message should be neutral and unbiased. You should be vigilant
in identifying or filtering fake news on social media by using critical thinking. Usual platforms
for this purpose of messages are newspaper articles, magazine features, news blog, travel
blogs and many more.

2. To entertain. Your message should give your audience an enjoyable and relaxing feeling. In
oral communication, your message should be light and short. Whatever medium it is that you
would like to use, always remember that you are pleasing the audience and holding their
attention while making a point. The message can be humorous, but you do not need to be
funny all the time to entertain. You can share interesting stories or anecdote. The usual
platforms are music, movies, television, sitcoms, and many more.

3. To persuade. Your message should be able to influence your audience towards your
argument. This is said to be the most challenging purpose of message because you have to
change the mindset of your audience and let them believe in the idea that you are presenting
to them. The usual platform for persuasion is advertisements, political speeches, political blogs,
and social media posts.

Who Controls the Transmission of these Messages?

After understanding that a message is created with a purpose in mind, it is also equally important to
know where do our sources of messages. These are groups or individuals have different purposes of
encoding message but equally share a responsibility of truthful and unbiased dissemination of message
across audiences.

1. Media Conglomerate
Corporations are called Media Conglomerates. Most of them own different media platforms that we
consume like television, radio, film, music, websites. The corporate’s main goal is to prosper their respective
business. As a consumer of media, you need to listen, read, and view critically to be able to weigh if the
message you are receiving is serving you best interest or not.

2. Government
This refers to the media funded and produced by the government. As a critical evaluator of this media,
you should be able to carefully assess the propaganda published by this sector. The government is also
known as “State-owned-media” because its purpose to provide accurate and reliable pieces of information
to the people under its jurisdiction.

3. Individuals
The individuals who create messages for the public consumption has gained massive following because
of the different social media platforms nowadays. They are highly independent individuals free from the
influence of corporations and the government. With this, they can share any sort of information to a large
scale of audience and varied avenues. This also refers to an independent media.
How to Convey the Message:

1. Have an objective- Identify your purpose of communication. Is it to inform, entertain, or to persuade?

Also, identify your expectations from the audience.

2. Consider your audience- Look into the group or kind of people that you are going to share your
message with and the best way you may able to share it.

3. Be clear- Keep your messages short and direct.

4. Check for understanding- take note of your audience’s reaction and response. Answer questions if
there are some clarifications or provide evidences if necessary.

Knowing your purpose is an indispensable part of message construction as it ensures that the
communication is a two-way process where both sender and receiver understand the content of each
message. Moreover, constant practice and observance of logical thinking is necessary to hone your
communication skills.

Ways of Presenting Message:

In analyzing our message construction based on purpose, and our audience, the method of relaying
such information is equally significant in the communication process. You may share your message through
the following:

1. Verbal Communication- This type of communication can be narrowed down into two
categories: written and oral communication. Messages in the forms of chat, email, fax, text
message, etc. are examples of written communication. While oral communication includes
video calls, phone calls, and face-to-face verbal communication.

2. Non-verbal Communication- This type of communication is more on visual signals such as

facial expressions, gestures or body language, tone of voice, and proxemics or distance
between communicators.

3. Visual Communication- This type of communication makes use of signage, illustrations,

posters, graphic designs, graphic designs, etc.

Chapter 5
Communication Aids and Strategies Using Tools of Technology

LESSON 1: Preparing Multimedia Presentation

 LESSON 2: Blogging

 A shortened form of weblog

 A personal journal websites on which a user can type an entry and add images, videos, and links to
other websites.
 A discussion or informational website published on the World Wide Web consisting of discrete,
often informal diary-style text entries.
 A way of expressing the act of posting a content on a blog (a web log or online journal) or posting
comments on someone else’s blog.
 A way of sharing one’s thoughts, ideas, opinions or experiences.
 Blogs can also use to give advice, solve a problem or to teach
Purpose of a blog

 To offer informative, helpful, educational content to people who want to read what you have to say.
 To provide content on your website that answers your prospective customers’ questions and help
them learn about your products and services.
 To provide reader engagement. Readers have a chance to comment and voice their different
concerns and thoughts to the community.

Remember To:
 Be short and direct
 Ask a thought-provoking question.
 Ask multiple-choice question.
 Share a shocking fact or static.
 Share something personal.
 Withhold a compelling piece of information.
 Refute conventional wisdom.
 Strat with a reader’s question.
 Share a quote.

Chapter 6

Communication for Various Purposes

LESSON 1: Informative, Persuasive, Argumentative Communication

Informative Communication involves giving than asking. As an informative communicator, you want your
receivers to pay attention and understand, but not to change their behavior. By sharing information,
ignorance is reduced, or better yet, eliminated. The informative value of a message is measured by how
novel and relevant the information is or the kind of understanding it provides the receivers.
Osborn (2009) purports that informative communication arises out of three deep impulses:
a. We seek to expand our awareness of the world around us.
b. We seek to become more competent
c. We have an abiding curiosity about how things work and how they are made.

When preparing for an informative exchange, ask yourself the following questions
1. Is my topic noteworthy to be considered informative?
2. What do my recipients already know about my topic?
3. What more do they have to know?
4. Am I knowledgeable enough of my topic to help my receivers understand it?

Persuasive Communication is an art of gaining fair and favorable considerations for our point of view. It
a. Provides a choice among options.
b. Advocates something through a speaker.
c. Uses supporting material to justify advice.
d. Turns the audience into agents of change.
e. Asks for strong audience commitment.
f. Gives importance to the speaker's credibility.
g. Appeals to feelings.
h. has higher ethical obligation,

Argumentative Communication relies heavily on sound proof and reasoning. The nature of proof has been
studied since the Golden Age of Greece and has been improved through time. According to Aristotle,
logos, ethos and pathos are the three primary forms of proof. In our time, whoever, many scholars have
confirmed the presence of a fourth dimension of proof, mythos, which suggests that we respond to appeals
to the traditions and values of our culture and to the legends and folktales that embody them. Lucas (2007)
claims that to avoid defective argumentation, the following must be avoided:
 Defective evidence Misuse of facts
 Statistical Fallacies
 Defective Testimony
 Inappropriate Evidence
LESSON 2: Public Speaking

Concept Grounding

Public speaking is a process of speaking in a structured, deliberate manner to inform, influence or entertain
an audience.
Speech is the term used to refer to the body spoken expressions of information and ideas. A speech may be
delivered in any of the following modes: read from a manuscript, memorized and delivered
extemporaneous or impromptu. The choice of mode of speech delivery is determined by factors such as
length of preparation, complexity of message, purpose, and occasion.

Reading from a Manuscript is appropriate when the speech is long and when details are complicated and
essential such as that they need to be given completely. Reading is also appropriate when one is asked to
deliver a prepared speech on behalf of another speaker. Reading may pose the least challenge in public
speaking but the speaker may be tricked into thinking that no preparation is needed. When a message is
delivered through reading, the force, naturalness, and eye contact may be diminished because the eyes
have to travel from page to the audience and vice versa.

Memorized speech requires a speaker to commit everything to memory. This method is excellent for short
messages although it is also used for long pieces in oratorical, declamation and other literary contests. Just
like a read speech, a memorized speech also poses challenge in naturalness. The worst experience one
could have in delivering a memorized speech is to forget the lines and fail to shift smoothly to another mode
of delivery.
Extemporaneous speaking may have a short or a long preparation. The speaker may use an outline to
guide him through his speech to achieve better organization and to avoid leaving out details. But unlike
reading, extemporaneous speaking necessitates the speaker to formulate his sentences while he is
speaking. Extemporaneous is a method that most lecturers and teachers use. A good extemporaneous
speaker must be spontaneous.

Impromptu means speaking at the spur of the moment. Since there is very minimal or no time for
preparation given for impromptu, the content and organization may suffer. Impromptu may not deliver the
best thought in the best way but it brings out the most natural thing to say at the moment.

ACTIVITY 4: Communication Analysis

Instruction: Copy and answer this on your activity booklet.

and explain the three deep impulses that drive informative communication according
to Osborn (2009).

and explain the key characteristics of persuasive communication.

and explain Aristotle's three primary forms of proof (logos, ethos, pathos) and the
fourth dimension of proof (mythos).

Date Recorded: ___________

Checked And Prepared By:

Lourdes Regine D. Uayan, Lpt

IAS - INSTRUCTOR