Purposive
Communication
MS. JELENE B. EJE
Lesson 1:
Communication
Principles and Ethics
Charades
Mechanics:
1. Players will be divided into 4 teams.
2. There will be words/phrases written in strips of paper.
3. Words/phrases must be acted out.
4. Players cannot speak, point at room objects, or move their lips.
5. Only 1 player in each team can see the Charades card to be acted out in each
round.
6. The team chooses the actor for each round – limitations per player apply.
7. There is a 2 – 3-minute time limit for each actor.
8. Standard gestures can be discussed and agreed on before play commences.
9. 1 correct answer equals 1 point.
10. After all teams have played, the group with the highest number of points will be
Learning Outcomes
At the end of the lesson, you are expected to achieve the
following:
1. Describe the nature, elements and functions of verbal and non-
verbal communication in various and multicultural contexts.
2. Explain how cultural and global issues affect communication,
and why ethical communication is essential.
3. 3. Appreciate the impact of communication on society and the
world.
Processes and Principles of
Effective Communication
Effectivecommunication sounds so simple: say
what you mean. But all too often, what you try to
communicate gets lost in translation despite your
best intentions. You say one thing, the other
person hears something else, and
misunderstandings, frustration, and conflicts
ensue. This is very true especially in the absence
of physical, face-to-face communication.
Communication is beyond simply putting words into
thoughts and emotions. It is done effectively only when
information is transmitted without changing both the
content and the context of the message. Simply put,
communication is the art of creating and sharing ideas for
a specific purpose. It comes in many forms:
Verbal communication
Non-verbal communication
Written communication
Visual communication
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.
Which skill one chooses greatly varies and is dictated
by the situation, the content or the actual information
a person needs or wants to convey, and the intended
recipient of that information.
Audience Analysis
A key element in effective communication
is audience analysis. “Audience” here
does not only refer to the people listening
to you in a public speech. Rather, it refers
to anyone who is expected to receive the
message you are sending.
Communication Barriers
Theseare not confined to physical noise (cars
passing by, someone pounding on the table)
and physiological issues (an upset stomach),
but could also include cultural difference,
varying levels of expectations and
experiences, and difference in perspectives
and communication styles.
Principles of Effective
Communication
Effectivecommunication requires a certain
level of connection between and among
people, allowing a series of exchanges of
thoughts and emotions, eventually leading to
mutual understanding. In order for that to
happen, the following principles must be
observed.
Clarity
Thispertains to both the message and the
purpose why the message has to be sent. The
message should be clear by using appropriate
language and communication channels, but
equally important is that the reason for
sending and receiving the message must be
understood by both sender and receiver.
Conciseness
The message should be as brief as may be
required depending on one’s purpose,
especially in most modern contexts in the
business and academic fields where time
is of the essence. It should be devoid of
trivial details that would hinder
communication.
Completeness
Despite its conciseness, the message
should still be complete and accurate.
Whenever necessary, background
information should be given to provide
better context; facts and observations
may also be helpful.
Organization
Effective
communication is usually planned in
order to ensure the systematic flow of ideas
and transition from one point to another.
There are instances, however, when
communication is impromptu, but this should
not be an excuse for an organized
presentation of ideas.
Empathy
The sender of the message should be
sensitive to the needs and interests of the
receiver. In case of face-to-face
communication, the speaker must always be
conscious of the reaction of the listener and
adjust his/her communication strategy
accordingly.
Flexibility
Different
people have different communication
styles, and consequently, different
expectations. Effective communicators know
how to adapt to the varying needs and
expectations of their audience, and modify the
message or the way the message is sent to
avoid misunderstanding or misinterpretation.
COMMUNICATION AND
GLOBALIZATION
Motive Question:
The world has shrunk into a global
village, but have we become more of
‘neighbors’ or more of strangers to each
other?
Globalizationhas been regarded as the key to the
worldwide integration of humanity, where there is
an increased economic, political and cultural
integration and interdependence of diverse
cultures. In Southeast Asia, for example, the
ASEAN Integration has been a buzzword among
social communities, opening a wide array of
discussion for future collaborations.
Communication in the modern world must
be anchored on the concept of diversity,
since effective communication and the
ability to understand cultural differences are
skills that have become requisites not only
for a meaningful social life but also for a
successful professional career.
In addition, digital technology has erased
territorial boundaries among countries and
among people with varying cultures. The notion
of being a ‘stranger’ has been revolutionized as
the people whom we used to treat as strangers
are now our co-workers, classmates or friends –
albeit some only in social media.
Formative
Assessment
True or False.
1. I enjoy communicating with persons who are like
me in terms of interests and with the same socio-
economic status, as much as I enjoy communicating
those who are not ‘like’ me.
2. I am equally sensitive to the concerns of all groups
of society, and I genuinely care to the plight and
issues surrounding them.
3.I can tell when persons with different cultures do
not understand me or are confused by my actions.
4.I am not afraid of interacting with members of
minority groups nor with members of a dominant
culture.
5. Persons from other cultures who do not actively
participate in a conversation, debate or any form of
discussion act that way probably because of their
culture’s rules.
6.Persons from other cultures have the right to be
angry at members of my own culture.
7. How I handle conflict or disagreements with persons
from other cultures depends on the situation and on
the culture, they are from.
8. My culture is not superior to other cultures.
9. I am knowledgeable of how to behave when
communicating or interacting with people having
different cultures.
10.I respect the communication rules of cultures other
than my own.
Business
Miscommunication
in a Global Setting
Africa & Middle East India
McDonald’s spent thousands on a new TV ad
to target the Chinese consumers. This
featured a Chinese man kneeling before a
McDonald’s vendor and begging him to
accept his expired discount coupon. The ad
caused uproar over the fact that begging is
considered a shameful act in Chinese culture.
All of these examples are predominantly business-
related, where companies failed to regard cultural
differences in packaging and communicating their
product to the global market. However, the cost of
cultural insensitivity in global communication can
be felt in everyday communication, as cultural
misunderstandings often lead to misinterpretation
and unnecessary tension between people.
Showing the sole of a shoe (by crossing one’s legs and pointing one’s shoes
to the speaker, for example) means nothing to observers in most Western
and Asian countries. In Muslim cultures (such as Saudi Arabia), however,
the gesture is perceived as insulting. Similarly, crossing one’s legs while
seated is customary for Westerners, but this is a social faux pas in Korea.
Blinking rapidly while another person is talking is normal for most people,
especially during tense situations. For Taiwanese, this is considered
impolite.
The Japanese view the business card as an extension of their body, while
Americans view it simply as a business formality. Hence, when Japanese
hand over their business cards with two hands and with great care, they get
insulted when the person receiving just put it away with haste.
ETHICS IN
COMMUNICATION
Effective
communication is ethical communication.
Communication is ethical only when it is genuine,
open, cooperative and sensitive to one’s cultural
and social beliefs and practices. If there is an intent
to conceal the truth, or bring damage to any
organization, group or individual person,
communication is considered unethical.
1.What is the message of the ad?
2.How is the message
underscored? What semiotics are
used (text? images? others?)
3.Is there any individual or group
that may be offended by the ad?
4.Is there another way of
presenting or delivering the
message?
5.Do you think the ad is ethical?
How Past Experience and
Prejudice Affect Communication
Past Experience Effect to Communication
Your parents reacted negatively when you You hesitate to discuss the topic with them
opened up about your interest for a despite your rich potential to that craft.
certain craft.
Your colleague has forgotten some very You give him/her reminders every now and
important information many times in the then to avoid messing up again.
past.
A subordinate in a group that you lead You don’t ask for your subordinate’s
disagreed twice in your suggestions. opinion anymore, even if he might agree
with you this time.
Your professor ignored your inputs last You don’t provide inputs in class anymore.
session.
Your teammates reacted positively to your You use the same strategy in a similar
strategy. situation
Prejudice,on the other hand, when people take their past
experiences and make certain assumptions that the same
experience will happen with the same people, given the
same context. Prejudices may be attributed to culture or
personal preferences. Not all prejudices have a negative
characteristic, as a person might consider all members of a
group to be smart even without meeting them individually.
It must be noted, however, that effective communicators
should avoid prejudice because it influences the
communication process even before it begins.
Showing commitment and
genuine interest
It is clear that the two major elements affecting ethical
communication are the use of words or language, and
one’s behavior or body language. The second element –
body language – may be enhanced through the ‘Belly
Button Psyche’, or the belly button rule, which is
believed to communicate true interest while engaging
in face-to-face communication.
Theorigin of this “rule” dates back to the 1930s
and since then, numerous scientists and body
language experts have honed the theory. Most
notably, 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.
Respecting socio-cultural beliefs
and practices of others
Globalization also entails changing the way people
communicate to others, especially those with different
norms, cultures and belief systems. This involves all
types of communication, whether face-to-face, chatting
via email, or using various forms of mass media.
Ethical communication requires people to respect
socio-cultural beliefs and practices of others, while at
the same time avoiding all kinds of stereotypes.
Lesson 2: Local and
Global Communication in
Multicultural Settings
Learning Outcomes
1. Describe the styles in communication considering
various multicultural settings.
2. Determine varieties and registers of spoken and
written language.
3. Adopt cultural an intercultural awareness and
sensitivity in communicating ideas.
4. Develop a sense of appreciation on the richness and
diversity of registers used in written and spoken
communication.
COMMUNICATION STYLES IN
VARIOUS MULTICULTURAL
CONTEXTS
Communication Style
Communication style refers to the choices
people make and the strategies or tools they
use in the process of communication. A style
may sometimes depend on the demands of
the communicative situation, as well as on
the needs and requirements of the target
recipients of the information.
Tips for People with a Direct
Communication Style
1. Make an effort to listen carefully to others. Avoid
interrupting.
2. Allow time for ‘chatting’ at the beginning of a meeting.
3. Recognize that others may also feel the need to
express themselves.
4.Recognize that brainstorming can be effective and is
not a waste of time.
5.Take some time to show your appreciation for others’
contributions.
Tips for People with a Spirited
Communication Style
1. Respect decisions and agenda that have been agreed upon, as
well as time limits during meetings or any communicative
situation.
2. Try to limit your sharing of personal anecdotes that may take
the discussion off-topic.
3. Make sure you are allowing others to contribute their ideas
and suggestions – and that you are genuinely listening to them.
4. Be certain that any request you make is clear and that you
convey the reason for such request.
5. Communicate your appreciation for others’ work and input.
Tips for People with a Systematic
Communication Style
1. Recognize that for good working relationships, consideration for
others’ feelings is important.
2. Learn to ask qualifying questions that will help you get the
information you need.
3. Make sure you understand the background of the discussion or
scope of the conversation so no time is wasted.
4. Politely ask other questions about themselves if you want to
build rapport.
5. If you need to ask for more time to know, analyze or discuss
something, explain the benefit of the information you need to
know.
Tips for People with a Considerate
Communication Style
1. Recognize that other people’s opinions about a topic are
separate from their opinions about you.
2. Realize that not everyone is comfortable discussing
personal topics with colleagues.
3. Allow others to open personal matters before asking
questions of that nature.
4. Respect your own opinion as you respect that of others’.
5. Recognize that you don’t have to be friends with everyone,
but you should treat others – and be treated – professionally.
VARIETIES AND REGISTERS
OF SPOKEN AND WRITTEN
LANGUAGE
How do you classify the ‘conyo’
language in the Philippines? What do
you think are the unique characteristics
of this language variety? How do you
feel about people using this variety?
Language Varieties
Also called “lects”, these refer to the
different variants of a language that can
be sufficiently delimited from one another
in terms of social, historical, or geo-spatial
factors, thus forming language clusters.
Pidgin
It refers to a new language that
develops into situations where
speakers of different languages
need to communicate but do not
share a common language.
Creole
It is a pidgin that becomes the first
language of the children, or the
mother tongue of a certain
community.
Regional Dialect
It is not a language that is not
distinct from a national language,
but rather a variety of a language
spoken in a particular area of a
country
Minority Dialect
This is a variety used as a
marker of identity, usually
alongside a standard variety, by
the members of a particular
minority ethnic group.
Indigenized Varieties
These are spoken mainly as second
languages in former colonies with
multilingual populations.
Language Registers
A language register is characterized by the
way a speaker uses language differently in
different social circumstances. These are
determined by such factors as social
atmosphere, purpose of communication,
audience, and the general context of the
discourse.
Formal
These registers are used in professional,
academic, or legal settings where
communication is expected to be
respectful, uninterrupted, and restrained
to specific rules. Slang is never used and
contractions are rare.
Casual
These registers are used when
communicating with friends, close
acquaintances, colleagues, and
family members. These are used
in birthday parties or family
gatherings.
Intimate
Intimate language registers are
reserved for special occasions,
usually between only two people
and often in private
Frozen
It refers to historic language
that is intended to remain
unchanged
Consultative
Itis used in conversations when people are
speaking with someone who has specialized
knowledge or is offering advice. Tone is often
respectful, such as the use of honorifics or
courtesy titles, but may be more casual if
the relationship between or among the
communicators is friendly
