GED 106

Purposive Communication

Niña Diane B. Carandang

Course Instructor
 Topic 1
Communication
Principles and Ethics
 Learning Outcomes
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. Appreciate the impact of communication on society and the world.

 Processes and Principles of Effective Communication

Effective communication is a key interpersonal skill and by learning how

you can improve your communication has many benefits. It sounds so simple:
say what you mean.

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.
Forms of Communication
There are many types and varieties of communication, depending on the
medium used or the way in which information is exchanged.

Verbal – includes the use of language, sounds and tone of voice

Non-verbal – includes body language and facial expressions
Written – includes printed materials such as journals, emails, blogs, and
text messages
Visual – which involves signs, symbols, pictures, graphics, and emojis
 Verbal Communication
Verbal communication involves using language to exchange information
with others. Language is the collection of symbols that can be arranged in a
particular order according to a particular grammar. Meetings, interviews,
conferences, speeches, and phone calls are other forms of verbal
communication.

There are such characteristics of verbal communication:

Symbolic
Involves meaning
Relational
Cultural
 Symbolic
It uses language, which is made up of symbols. Symbols are arbitrary
representations of something else, which means there is no direct
connection between a symbol and what it represents. As a result of the
arbitrary nature of symbols, the meanings applied to words are
ambiguous.

Involves meaning
Meanings are established through use of symbols, which is earlier,
compose language. Polysemy is the term used to recognize that there can
be multiple meanings given to the same word.
There are two types of meaning:

• Denotative
The general meaning of the word; meanings appearing next to each
word in the dictionary.
• Connotative
The overtones, implications or additional meanings associated with a
word or an object.

Relational
It influences relationships, and relationships influence verbal
communication. Verbal communication transacts relationship as to
relationships regulate verbal communication.
 Talk among people who share a personal relationship is characterized by
a great deal of conversational hypertext or coded messages within
conversation that an informed listener will effortlessly understand.

Cultural
It is through verbal communication and symbolic activity in which
cultures are developed and maintained.
Non-verbal Communication
Non-verbal Communication covers all information, messages and ideas
we convey without using words; making use of physical communication such
as tone of voice, touch, smell and body motion. Components include:

Kinesics (body language) - body motions, eye movements, facial

expressions, and gestures

Proxemics (proximity) - the study of space and how we use it, how it
makes us feel comfortable, and how we arrange objects and ourselves in
relation to space
Haptics - use of touch to impart meaning as in a handshake, a pat on the
back, an arm around the shoulder, a kiss, or a hug.

Oculesics - Eye contact (timings of maintaining or averting eye contact)

Chronemics - use of time, waiting, pausing in conversation to communicate

how we view our own status and power in relation to others

Vocalics (para linguistics) - Tone of voice, volume, speed, pitch, silence

Pausing, waiting, secrecy
Written Communication
Written communication is the act of writing, typing or printing symbols
like letters and numbers to convey information..It is helpful because it
provides a record of information for reference. 

Qualities of good written communication include:

Composed correctly - Check your grammar and spelling.
Clear - Read your text aloud to make sure it’s understandable.
Comprehensive - Double check to make sure all the important details are
included.
Accurate - Check all the details to make sure they are correct.
Appropriate - Make sure you are using the proper tone and level of
formality
Visual Communication
Visual communication is the act of using photographs, art, drawings,
sketches, charts and graphs to convey information.

The Eye of Horus is often referred to as the symbol of visual

communication. It is said to be a representation of an eclipse, as the
corona around the pupil is like the corona around the sun during a solar
eclipse.

Visual perception is the ability to interpret information and

surroundings from the effects of visible light reaching the eye. Color
psychology is the study of color as a factor in human behavior.
 The evaluation of a good visual communication design is mainly based on
measuring comprehension by the audience, not on personal aesthetic and/or
artistic preference as there are no universally agreed-upon principles of
beauty and ugliness.

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.
 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.

Skills on audience analysis

Knowing the audience

Understanding their level
How they need to receive the information

Another aspect that needs consideration in analyzing the audience is

identifying and trying to overcome possible communication barriers. These
are not confined to physical noise and physiological issues, but could also
include cultural difference, varying levels of expectations and
experiences, and difference in perspectives and communication styles.
 Principles of Effective Communication

Clarity - pertains to both the message and the purpose why the message
has to be sent

Conciseness – the briefness of message as may be required depending on

one’s purpose

Completeness- the completeness and accuracy of the message

Organization – the way the communication is planned in order to ensure
the systematic flow of ideas and transition from one point to another

Empathy – sensitivity of the sender to the needs and interests of the

receiver

Flexibility – the ability to adjust the styles, and consequently, different

expectations
 Communication and Globalization
Globalization has 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. For our
part, we Filipinos have increased our awareness and acceptance of the
notion that we belong to a diverse, global community.

It is therefore imperative that WE learn to communicate effectively

with people regardless of age, gender, race, ability, religion, sexual
orientation, income, marital status, or ethnicity. 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. Hence, there is a need to
develop graduates and professionals who are multiculturalists – those who
are engaged with and respectful of people with different cultures.

In some cases, cultural differences have accentuated cultural

insensitivity, which is most felt in the business world. Since everyone is a
consumer of particular business products, it is important to know the
issues, etiquette, protocol, communication styles and negotiation approaches
of people from different cultures using the business experience.

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.
 In addition, people have to be mindful that not everyone from the same
culture exhibits the same characteristics and habits in communication, so
sensitivity is key to any successful communicative situation.

In communicating in a highly global environment, the challenge that faces

everyone is to learn to understand, accept, and address cultural – and
communication – differences. Attainment of a ‘global village’ is predicted
with different media working together, in which information and experience
would be freely available for all to share.
 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.

Even in situations when there is no intent to harm, but damage to a

certain group is inevitable because of the message or the channel used to
relay the message, it is still 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?

 Did you notice the placement of the “before” and “after” texts?

Did you notice that the “before” text was right under the colored
woman, while the brown-skinned model is at the middle, and the fair-skinned
woman is at the far right, below the text “’after”?

How does this relate to the product tagline, “Visibly more beautiful
skin…”?

Can you relate this with the popular yet stereotypical Filipino belief that
“white is beautiful” hence the proliferation of whitening products, such as
soap and lotion?
 How Past Experience and Prejudice
Affect Communication
Most people bring their past experiences into a communication situation.
Sometimes, they pitch in existing information because they learned in the
past that adding information makes the communication more successful.

Past experiences inevitably affect people’s communication styles in the

future.
 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.
 Prejudices happen when people isolate an experience with one “type” of
person or one group of people, then behave as if all encounters with people
of the same “type”, or at least with the same characteristics, will lead to
the same experience. This eliminates a people’s personal identity and
individuality.

There can be prejudice as regards to age, gender orientation, religious

belief, race, social-economic status, and physical conditions. Effective
communicators view people as separate from any preconceived notions
others may have about them. They see the value of the individual as a
person of worth, and thus will respect that individuality.
 Showing Commitment and Genuine
Interest
A key component of ethical communication is showing commitment in the
communicative situation. Being committed means giving sufficient time and
resources to any discussion or conversation, and being open about any issue
that may arise.

Commitment also involves volunteering important information, even if it

puts a person’s own short-term interests at risk, as long as it is for the
benefit of the majority especially in the long run. Encouraging a
communicative environment of trust can go a long way in promoting ethical
communication in any academic or business setting.
 “Naval Language” or The Belly Button
Psyche
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.

The origin 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. Simply put, the belly button rule means the direction of
a person’s navel reflects his/her true interest.
Here is a basic explanation of the rule:

When people are interested in you and what you have to say, they will
point their belly button squarely at you as you talk. That shows they are
engaged and they are focused on what you have to say. Although we do this
without thinking, the fact is that we can consider this rule when we are
having conversations with people who are special to us.

If you are uncomfortable with a conversation and you may have to

discuss something that is not easy to discuss, start with sitting the listener
in a way where your belly button is pointing directly toward theirs. This
shows you are focused on talking to them, and even though they may not be
aware, the listener will at least begin by being focused on you, as their body
language and attention is directed toward you.
 Respecting Socio-cultural Beliefs and
Practices of Others
The concept of globalization is not new, but people somehow fail to
realize that this is not confined to technology or bridging the world and
making it a virtual community. 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.