Purposive Communication

S.Y. 2024 – 2025 | 3rd SEMESTER

Bachelor of Science in Civil Engineering

LESSON 2: COMMUNICATION - Personal space or distance –

PRINCIPLES AND ETHICS refers to an area of space and
distance that a person from a
What is communication? different culture, personality, age,
sex and status adopts and puts for
Communication is a process of
another person
exchanging verbal and or nonverbal
- Personal appearance – refers to
information between two or more people
how a person presents himself /
who can be either the speaker or the
herself to a particular situation,
receiver of the message.
whether formal or informal
- Purposes: To inform, persuade and
entertain
Written Communication
- This involves texts or words
encoded or transmitted through
memos, letters, reports, on-line
chats, short message service or
SMS, electronic mail or email,
journals, and other written
document

TYPES OF COMMUNICATION Visual Communication

Verbal Communication - Type of communication that uses
- Verbal communication involves an images, graphs, charts, logos, maps
exchange of information through and other illustrations to convey
face to face, audio, and or video information and/ or messages.
call or conferencing, lectures, - This include other forms of
meetings, radio and television. electronic communication such as
emojis, emoticons, and animation.
Nonverbal Communication involves the
use of the following to convey or
emphasize a message of information. –
- Voice – includes the tone, speech
rate, pitch, pauses and volume
- Body language – includes facial
expression, gestures, postures, and
eye contact
 Purposive Communication
S.Y. 2024 – 2025 | 3rd SEMESTER
Bachelor of Science in Civil Engineering

Communication Process
The communication process involves Types Of Communication According To
elements such as source, message, Context
encoding, channel, decoding, receiver, Intrapersonal Communication means
feedback, context and barrier talking to oneself. It may be called as self-
- Source - speaker or sender of a talk or inner monologue or dialogue.
message
- Message - the message, When do you engage in self-conversation?
information, or ideas from the - To boost your confidence when
source or speaker you are nervous t
- Encoding - the process of - To speak in front of audience
transferring the message - Apprise yourself for performing a
- Channel - the means to deliver a job well done
message such as face-to-face - Console yourself
conversations, telephone calls, etc
- Decoding - process of interpreting
an encoded message Interpersonal Communication
- Receiver – the recipient of the - Latin prefix inter means between,
message among, and together
- There is an interactive exchange
- It meant to establish or deepen
Feedback – the reactions or responses of
one’s relationship with others
the receiver to the message from the sender
Context - situation or environment in
which communication takes place
Barriers – factors that may affect the
communication process
Example of Barriers: Noise, culture,
status, past experiences, language use.
 Purposive Communication
S.Y. 2024 – 2025 | 3rd SEMESTER
Bachelor of Science in Civil Engineering

Extended Communication executives within an organization

- Involves the use of electronic - Horizontal Communication –
media takes place among people
- Includes tele, audio, or phone belonging to the same level from
conferencing, video-conferencing, different departments or units
Skype calls, MS teams, Zoom, and - Crosswise approach - diagonal in
other technological means. nature as employees from different
- With extended communication, units working at various levels to
your own thinking, behavior may communicate with each other
be influenced by other people, and
you may be persuaded to take the Intercultural Communication
views you hear. Thus, it is - Communication between or among
important that you weigh what you people having different linguistics,
hear and assess them religious, social and professional
background
Organizational Communication - Cultural understanding may help
Communication in an organizational avoid any misunderstanding,
context (enterprise, corporation, misinterpretation, and potential
partnership, institution) conflicts that may arise from
Two types of organizational structure cultural differences
- Formal- allows communication to
take place via designated channels Communication Style Matrix
of message flow between positions Communication Styles Matrix by Dr.
in the organization Eileen M. Russo
- Informal- comes from unofficial
channels of message flow

APPROACHES IN ORGANIZATIONAL
COMMUNICATION
- Downward Communication –
flows from upper to lower
positions
- Upward Communication – flows
from lower-level employees or
subordinates to higher-level
managers, supervisors, or
 Purposive Communication
S.Y. 2024 – 2025 | 3rd SEMESTER
Bachelor of Science in Civil Engineering

Tips for People with a Spirited Tips for People with a Direct
Communication Style Communication Style
1. Respect decisions and agenda that 1. Make an effort to listen carefully to
have been agreed upon, as well as others. Avoid interrupting
time limits during meetings or any 2. Allow time for ‘chatting’ at the
communicative situation. beginning of a meeting
2. Try to limit your sharing of 3. Recognize that others may also
personal anecdotes that may take feel the need to express
the discussion off-topic. themselves.
3. Make sure you are allowing others 4. Recognize that brainstorming can
to contribute their ideas and be effective and is not a waste of
suggestions – and that you are time.
genuinely listening to them. 5. Take some time to show your
4. Be certain that any request you appreciation for others’
make is clear and that you convey contributions.
the reason for such request.
5. Communicate your appreciation PROCESSES AND PRINCIPLES OF
for others’ work and input. EFFECTIVE COMMUNICATION
Effective communication
Tips for People with a Considerate - Is dependent on how rich those
Communication Style ideas are, and how much of those
1. Recognize that other people’s ideas are retained in the process. In
opinions about a topic are separate order to be an effective
from their opinions about you. communicator, a number of skills
2. Realize that not everyone is have to be utilized. Which skill one
comfortable discussing personal chooses greatly varies and is
topics with colleagues. dictated by the situation, the
3. Allow others to open personal content or the actual information a
matters before asking questions of person needs or wants to convey,
that nature. and the intended recipient of that
4. Respect your own opinion as you information.
respect that of others’. - Almost 91% of professionals from
5. Recognize that you don’t have to the world’s top 300 multinational
be friends with everyone, but you companies said that
should treat others – and be treated communicating in English is
– professionally important for work success, but
only 7% of them indicate that their
 Purposive Communication
S.Y. 2024 – 2025 | 3rd SEMESTER
Bachelor of Science in Civil Engineering

current level of English is sufficient for communication channels, but equally

their jobs. This is based on “The important is that the reason for sending and
Globalization of English” research study receiving the message must be understood
conducted by the McKinsey Global by both sender and receiver.
Institute - Conciseness. The message should
be as brief as may be required
AUDIENCE ANALYSIS depending on one’s purpose,
- Another aspect that needs especially in most modern contexts
consideration in analyzing the in the business and academic fields
audience is identifying and trying where time is of the essence. It
to overcome possible should be devoid of trivial details
communication barriers. These are that would hinder communication.
not confined to physical noise (cars - Completeness. Despite its
passing by, someone pounding on conciseness, the message should
the table) and physiological issues still be complete and accurate.
(an upset stomach), but could also Whenever necessary, background
include cultural difference, varying information should be given to
levels of expectations and provide better context; facts and
experiences, and difference in observations may also be helpful.
perspectives and communication - Organization. Effective
styles. communication is usually planned
in order to ensure the systematic
flow of ideas and transition from
PRINCIPLES OF EFFECTIVE
one point to another. There are
COMMUNICATION
instances, however, when
Effective communication requires communication is impromptu, but
a certain level of connection between and this should not be an excuse for an
among people, allowing a series of organized presentation of ideas.
exchanges of thoughts and emotions, - Empathy. The sender of the
eventually leading to mutual message should be sensitive to the
understanding. In order for that to happen, needs and interests of the receiver.
the following principles must be observed. In case of face-to-face
- Clarity. This pertains to both the communication, the speaker must
message and the purpose why the always be conscious of the reaction
message has to be sent. The of the listener and adjust his/her
message should be clear by using communication strategy
appropriate language and accordingly.
 Purposive Communication
S.Y. 2024 – 2025 | 3rd SEMESTER
Bachelor of Science in Civil Engineering

- Flexibility. Different people have DIVERSITY AMONG FILIPINOS

different communication styles, For our part, we Filipinos have
and consequently, different increased our awareness and acceptance of
expectations. Effective the notion that we belong to a diverse,
communicators know how to adapt global community. This is not confined to
to the varying needs and communication with people from other
expectations of their audience, and countries, but is inclusive of
modify the message or the way the communication within our own societies,
message is sent to avoid
misunderstanding or even with the minorities and the
misinterpretation indigenous peoples. It is therefore
imperative that WE learn to communicate
COMMUNICATION AND effectively with people regardless of age,
GLOBALIZATION gender, race, ability, religion, sexual
The notion of the world being a global orientation, income, marital status, or
village has been a hot topic ever since the ethnicity.
idea was brought up, especially in light of Communication in the modern
the rapid advances in technology and world must be anchored on the concept of
digitization. Globalization has been diversity, since effective communication
regarded as the key to the worldwide and the ability to understand cultural
integration of humanity, where there is an differences are skills that have become
increased economic, political and cultural requisites not only for a meaningful social
integration and interdependence of diverse life but also for a successful professional
cultures. In Southeast Asia, for example, career.
the ASEAN Integration has been a Even professionals from the
buzzword among social communities, countries that are traditionally known for
opening a wide array of discussion for sticking to their native tongue (e.g. Japan,
future collaborations. Korea, Vietnam) have started to learn
English, as the internationally recognized
lingua franca, with the concept that
learning English does not make them less
Japanese, Koreans, or Viets.
 Purposive Communication
S.Y. 2024 – 2025 | 3rd SEMESTER
Bachelor of Science in Civil Engineering

In addition, digital technology has erased one’s personal life or professional careers,
territorial boundaries among countries and since avoiding intercultural
among people with varying cultures. The communication is virtually inevitable in
notion of being a ‘stranger’ has been any organization.
revolutionized as the people whom we
This is especially true in business
used to treat as strangers are now our co-
organizations, when products can go
workers, classmates or friends – albeit
global and the manner by which any
some only in social media.
product is communicated to the global
Hence, there is a need to develop market can make or break the brand.
graduates and professionals who are
multiculturalists – those who are engaged
Here are a few examples of business
with and respectful of people with
miscommunication in a global setting:
different cultures. These are not
➢ In the past, Gerber dealt with issues in
necessarily people from other countries all
some cultures where women have low
the time, since a country may have varying
literacy rates such as Africa and the
sub-cultures among its general society. In
Middle East. The women in these
the Philippines, for example, there is no
cultures generally use pictures to tell
argument that people from Southern
them what food they are buying. When
Tagalog have a different culture from the
Gerber started selling their product in
Bicolanos, and those from Zamboanga
these countries, the women saw the
have different norms and beliefs from the
picture of the baby and believed that
Ilocanos.
there was a baby or part of one baby in
The greater the number of
the jar.
statements that are honestly true to you,
➢ Irish Mist is a brown whiskey
the more prepared you are to welcome the
produced in Dublin, Ireland. In
opportunity of communicating and
Germany, however, “Mist” literally
interacting with people from different
translates to “crap”.
cultures. This is a very important aspect in
 Purposive Communication
S.Y. 2024 – 2025 | 3rd SEMESTER
Bachelor of Science in Civil Engineering

➢ Joni (read as “Yoni”) is a brand of skin discount coupon. The ad caused uproar
product. However, Yoni means ‘uterus’ over the fact that begging is considered a
or ‘vagina’ in Sanskrit, and is an Indian shameful act in Chinese culture.
representation of female genitalia, - Similarly, McDonald’s also
especially pertaining to the Hindu unintentionally offended
goddess Shakti. thousands of Muslims when it
printed an excerpt from the Koran
Undoubtedly, globalization has affected on its throwaway (take-out)
the way people and companies hamburger bags. Muslims saw this
communicate with each other. In some as sacrilegious.
cases, cultural differences have ➢ Some staff at the African port of
accentuated cultural insensitivity, which is Stevadores saw the supposedly
most felt in the business world. Since internationally-recognized symbol for
everyone is a consumer of particular “fragile” (i.e. broken wine glass).
business products, it is important to know Since in their culture, they treat the
the issues, etiquette, protocol, pictures printed on packages to be
communication styles and negotiation representation of what’s inside, they
approaches of people from different thought it was a box of broken glasses
cultures using the business experience as and threw all the boxes into the sea.
example. Here are some instances when ➢ The film “Hollywood Buddha” caused
lack of cultural or linguistic sensitivity in outrage and protest on the streets of Sri
global communication severely affected Lanka, Malaysia and Myanmar
companies or products. (Burma) when the designer of the

➢ McDonald’s spent thousands on a new film’s poster decided to show the lead

TV ad to target the Chinese consumers. actor sitting on the Buddha’s head,

This featured a Chinese man kneeling which is an act of clear degradation

before a McDonald’s vendor and against something holy.

begging him to accept his expired

 Purposive Communication
S.Y. 2024 – 2025 | 3rd SEMESTER
Bachelor of Science in Civil Engineering

➢ Coors (beer) once had its slogan “Turn ➢ Blinking rapidly while another person
it loose.” translated to Spanish, but it is talking is normal for most people,
became to mean “Suffer from especially during tense situations. For
diarrhea.” Taiwanese, this is considered impolite.

All of these examples are ➢ The Japanese view the business card as

predominantly businessrelated, where an extension of their body, while

companies failed to regard cultural Americans view it simply as a business

differences in packaging and formality. Hence, when Japanese hand

communicating their product to the global over their business cards with two

market. However, the cost of cultural hands and with great care, they get

insensitivity in global communication can insulted when the person receiving just

be felt in everyday communication, as put it away with haste.

cultural misunderstandings often lead to

misinterpretation and unnecessary tension ETHICS IN COMMUNICATION
between people. Effective communication is ethical
Here are some examples demonstrating communication. Communication is ethical
this in a global setting: only when it is genuine, open, cooperative
➢ Showing the sole of a shoe (by and sensitive to one’s cultural and social
crossing one’s legs and pointing one’s beliefs and practices. If there is an intent to
shoes to the speaker, for example) conceal the truth, or bring damage to any
means nothing to observers in most organization, group or individual person,
Western and Asian countries. In communication is considered unethical.
Muslim cultures (such as Saudi Even in situations when there is no intent
Arabia), however, the gesture is to harm, but damage to a certain group is
perceived as insulting. Similarly, inevitable because of the message or the
crossing one’s legs while seated is channel used to relay the message, it is still
customary for Westerners, but this is a considered unethical.
social faux pas in Korea.