Purposive Communication

Learning At the end of the unit, the students are expected to have:
Outcomes
1. described the nature, elements, and functions of verbal and non-verbal communications in
various and multicultural contexts;
2. identified the guidelines for ethical communication; and
3. recognized the ethical components of communication.

Lesson I COMMUNICATION
A. What is communication?

 This is simply an act of conveying intended information and understanding from one person to another.
 The term communication is derived from the Latin word “communis” which means to share.
 Effective communication arises when the message conveyed by the sender is understood by the receiver in
exactly the same way as it was intended.
 Most people define it according to its various forms such as speaking or writing
 However, communication goes beyond that, it involves giving in/or receiving information from one source to
another (done effectively when information is transmitted without changing both the content and the context
of the message)
 It is the art of creating and sharing ideas for a specific purpose.

B. Most Common Types of Communication

 Verbal
 Aural
 Non-verbal
 Written
 Visual

Communication comes in many forms, such as:

 Verbal (language, sounds, tone of voice)

 Aural (hearing and listening)
 Non-verbal (body language, deportment, facial expressions, gestures, tactile, proxemics,
chronemics)
 1. Intimate distance (0-2 ft)
 2. Personal distance (2-4 ft)
 3. Social distance (4-12 ft)
 4. Public distance (more than 12 ft)
 Written (journal. Email, blog, text message)
 Visual (signs, symbols, pictures, graphics, emojis)

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C. Communication Skills

1. Skills on Audience Analysis

Knowing the audience, understanding their level and how they need to receive the information

2. Skills on Identifying and Overcoming Communication Barriers

 Physical Noise
 Psychological Noise
 Cultural Difference
 Varying Levels of Expectations and Experiences
 Difference in Perspectives
 Difference in Communication Styles

D. Communication Process

 The communication process is composed of several stages, each offering potential barriers to successful
communication. These steps or stages in this process are represented in the following figure:

Sources

Receiver Encoding

Context

Decoding Channel

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E. Major Elements of Communication Process

1. Source. The source of the message is the sender. In personal or professional communication, the sender
must know why the communication is necessary, to whom the message is for, and what results are
expected.

2. Message. The message is simply the information a person wants to communicate. In most cases, this
information needs to be summarized and organized to fit a particular purpose.

3. Encoding. This is the process of transferring the message into a format or platform that is expected to be
understood or decoded by the recipient of the information. Hence, it requires knowing one’s audience,
ensuring that the message is both complete and accurate, and choosing the best possible form of getting
the message across.
This phase is very crucial since the source or sender of information should
(1) Know the audience’s context and understand what they need to know;
(2) Identify the possible means of sending the message and choose the best option; and
(3) Use a language the audience will understand.

4. Channel. This is the method(s) one uses to convey the message. The choice of what channel to use highly
depends on the type of message that needs to be sent. For example, complex instructions must be given
via written communication such as memo or email, while simple directions may be communicated via
telephone.

5. Decoding. This happens when the intended recipient of the information receives the message. Receptive
skills are necessary in this phase, which includes reading and comprehending, viewing, active listening, or
asking questions if necessary.
In the event that the recipient is struggling to decode the message because of possible barriers, the sender
needs to either resend the information differently or provide assistance by clarifying or expounding on key
details.

6. Receiver. Simply, this is the recipient of the message. The sender may have expectations on the desired
response, but the receiver will decode the message based on his/her own personal expectations,
perspectives, and schema. Their individual experiences definitely influence how the message is interpreted.
It is therefore imperative for the sender to anticipate the possible thought process or experiences of the
receiver. This would lessen the possibility of miscommunication.

7. Feedback. This is the mechanism that gauges how successful the communication process is. This can be
in a form of oral response, body language, facial expression, written remark, or any form of reaction to the
information received. Feedback also offers the sender an opportunity to adjust the communication tools
used, thus improving the communication process.

8. Context. This refers to the specific situation of both the communication set up of the sender and the
recipient of the message, the culture of the institution/organization where the communication is taking place,
and the relationship between the sender and receiver. Context determines the tone, level of formality, style,
and other elements of communication.

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F. Principles of Communication

Effective communication requires a certain level of connection between and among people, allowing a
series of exchanges of thoughts and emotions that eventually leads to mutual understanding. In order for that to
happen, the following principles must be observed.

1. Clarity. This pertains 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
the sender and the receiver.

2. 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 if of the essence. It
should be devoid of trivial details that would hinder
the communication.

3. 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.

4. 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.

5. 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.

6. 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 to
modify the message or the way the message is sent to avoid misunderstanding or misinterpretation.

G. Communication Styles in various Multicultural Contexts

Each person has a unique style of communicating which may depend not only on his/her linguistic ability but
also on his/her cultural and social context. Some are outspoken; some are quieter yet on point. Some always seem
formal, while some have a lot of introduction before getting to the main point. Communication style refers to the
choices people make and the strategies or tools they use in the process of communication. A style may sometimes

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depend on the demands of the communicative situation, as well as on the needs and requirements of the target
recipients of the information.

Each style has two dimensions; the (1) assertive level and the (2) emotiveness level, which is shown in the
Communication Styles Matrix below.

H. The Communication Style Matrix

The model, developed by Dr. Ellen M. Russo, shows four different communication styles (direct, spirited,
systematics, and considerate), categorized further into two different dimensions (level of assertiveness and level of
expressiveness). All of these must be considered because people with different cultural contexts tend to have varying
levels and styles of communication.

People who are categorized within the assertive communication level tend to tell or instruct others what to
do and sometimes even how to do it, while the less assertive styles tend to be on the receiving end, often asking for
guidance, instructions, or directions. On the other hand, people who fall under the expressive level usually show their
real feelings and emotions through facial expressions, tone of voice, or language use. The less expressive ones tend
to either hide their feelings or exert some effort for these feelings not to show.

The combination of these levels results to the basic communication styles:

Spirited = High Expressiveness + High Assertiveness

Considerate = High Expressiveness + Low Assertiveness
Direct = Low Expressiveness + High Assertiveness
Systematic = Low Expressiveness + Low Assertiveness

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I. 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 intent to conceal the truth, or
bring damage to any organization, group or individual person, communication is considered unethical. Even in
situations when there is no intent to harm, but damage to a certain group or individual is inevitable because of the
message or the channel used to relay the message, it is still considered unethical.

In communicative situations, ethics is best observed by people who manifest the following:

1. Active and respectful listening (for face-to-face communication)

 Active listening helps avoid misinterpretation and misunderstanding.
 While listening, consider the following (body language, eye contact, sense of the message, and
turn-taking)
 Take note of the five aspects of active listening (1) pay close attention; (2)show physical
manifestations that you are listening (3)check for understanding (4) don’t interrupt (5) respond
appropriately
2. Avoiding prejudice
 People enter into a communicative situation with certain expectations, and they behave or react
accordingly
3. Showing commitment and genuine interest
 Being committed means giving sufficient time and resources to any discussion or conversation,
and being open about any issue that may arise
 THE BELLY BUTTON PSYCHE – means the direction of a person’s navel reflects his/her true
interest. When people are interested in you and what you have to say, they will point their belly
button squarely at you as you talk, which shows they are engaged and they are focused on what
you have to say.
4. Respecting socio-cultural beliefs and practices of others
 Globalization also entails changing the way people communicate to other, especially those with
different norms, cultures, and belief systems.
 This involves all types of communications

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