Lesson 2:

Communication in a
Changing World
Ma. Lourdes Olegario
Instructor

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distributed without prior permission from the creator.
At the end of the lesson, you will be able to:

1 2 3 4

• distinguish • describe the • describe factors • discuss skillful

between effects of that make social uses of social
communication in changing media unique media
a variety of communication
contexts technology on the
study of human
communication in
recent decades

PURPOSIVE COMMUNICATION LESSON 2

Communication Contexts

PURPOSIVE COMMUNICATION LESSON 1

1 Intrapersonal
› intrapersonal communication means
"communicating with oneself”
› one way that each of us communicates
internally is by listening to the little voice
in our mind
› the way we mentally process information
influences our interaction with others

PURPOSIVE COMMUNICATION LESSON 1

2 Dyadic/Interpersonal
› Social scientists call two persons interacting
a dyad, and they often use the term dyadic
communication to describe this type of
communication
› Dyadic communication can occur in person
or via mediated channels that include
telephone, email, text messaging, instant
messaging, and social networking websites

PURPOSIVE COMMUNICATION LESSON 1

3 Small Group
› In small group communication, every person can
participate actively with the other members
› In a group, the majority of members can put
pressure on those in the minority to conform,
either consciously or unconsciously, but in a dyad
no such majority pressure exists
› Communication in groups is affected strongly by
the type of leader who is in a position of
authority

PURPOSIVE COMMUNICATION LESSON 1

4
Organizational
› Larger, more permanent collections of people
engage in organizational communication when
they work collectively to achieve goals.
› Organizational communication involves specific
roles (e.g., sales as- sociate, general manager,
corporate trainer) that shape what people
communicate about and their relationships with
one another.

PURPOSIVE COMMUNICATION LESSON 1

5
Public Communication
› Public communication occurs when a
group becomes too large for all
members to contribute.
› One characteristic of public
communication is an unequal amount of
speaking.
› One or more people are likely to deliver
their remarks to the remaining
members, who act as an audience.

PURPOSIVE COMMUNICATION LESSON 1

6
Mass Communication
› Mass communication consists of
messages that are transmitted to large,
widespread audiences via electronic and
print media: newspapers, magazines,
television, radio, blogs/vlogs, websites,
and so on.
› Mass messages are aimed at a large
audience without any personal contact
between sender and receivers.

PURPOSIVE COMMUNICATION LESSON 1

The following are some communication activities.
Identify the type of communication for each of these activities:

1. chatting around the dinner table with your family and friends 1. interpersonal
2. public
2. the President delivering the State of the Nation address 3. intrapersonal
3. praying 4. intrapersonal
4. reprimanding your dog for fouling up the sofa 5. small group
5. discussing fund raising campaign with members of your 6. organizational
7. mass
barangay 8. interpersonal
6. the manager walks you through the different departments on 9. mass
your first day of work 10. public
7. TED Talk on YouTube
8. Ms. Torres and Ms. Sanchez are gossiping in the office
cafeteria while eating
9. news articles
10. election campaign

PURPOSIVE COMMUNICATION LESSON 1

Changing Technology

PURPOSIVE COMMUNICATION LESSON 2

3000+BC 18th Century 20th Century 21st Century

• face-to-face • trains • telephone • pocket-sized

• writing • telegraph • radio phones
developed • mail service • television • internet
• most people • fiber-optic
are illiterate technology
• books were • video-
scarce conferencing

PURPOSIVE COMMUNICATION LESSON 2

The Unique Context of Social
Media

PURPOSIVE COMMUNICATION LESSON 2

› Until recently, mass communication was primarily a
corporate or government product created by
professional gatekeepers.

› Social media revolutionized this practice by

allowing ordinary individuals to use communication
technology to communicate with networks of people
via Facebook, Twitter, YouTube, and similar
platforms.

› Here are four qualities that make social media a

communication context like no other.

PURPOSIVE COMMUNICATION LESSON 2

1 Audience size varies vastly.

› Whereas mass media messages are aimed at
large audiences, the intended audience in
social media can vary from a few receivers
via a group text to thousands or even
millions with a video or tweet.
For example, video of a prank in which
brothers convinced their sister that
zombies were taking over the city has
drawn more than 14 million viewers on
YouTube.

› Some homemade messages go viral with

viewership that rivals commercial programs.

PURPOSIVE COMMUNICATION LESSON 2

2 Users generate their own content.

› The term Web 2.0 refers to the capability of

everyday people to not only consume mediated
messages, but to personally create them.
› You decide what goes on your Facebook page
and what topics are covered in your YouTube
video.
› There are no staff writers, editors, designers, or
marketers to craft your message. It’s all up to
you.

PURPOSIVE COMMUNICATION LESSON 2

3 Social media are interactive.

› The recipients of your messages can-and usually do-talk back.

› About two-thirds of teens say they have made new friends online,
and 9 in 10 say they keep in touch with established friends via
technology.

PURPOSIVE COMMUNICATION LESSON 2

4 Networks are highly diverse.

› Social media challenge the conventional idea that we communicate

differently with close friends than with strangers.
› A person’s social media network may include friends, relatives,
potential employers, celebrities, and much more. Managing so many
“audiences” at one time can be challenging.

PURPOSIVE COMMUNICATION LESSON 2

Six Tips for Communicating
Well on Social Media

PURPOSIVE COMMUNICATION LESSON 2

 1 Choose the best medium.
› Many difficult conversations are better when
conducted face to face.
› These include, but aren’t limited to, sharing really
bad news, ending a relationship, and trying to
resolve a conflict.
› In situations like these, a useful guideline is what’s
been called the “platinum rule”: Treat others as they
would like to be treated.
› Ask yourself how the recipient of your message
would prefer to receive it and act accordingly.

PURPOSIVE COMMUNICATION LESSON 2

 Choosing Communication Channels
Richness of Sender’s Control over Effectiveness
Synchronicity information control over receiver’s for detailed
conveyed message attention messages
Face-to-face Synchronous High Moderate Highest Weak
Telephone, Teleconferencing,
Synchronous Moderate Moderate Moderate Weak
videoconferencing
Voice mail Asynchronous Moderate High Low Weak
Email Asynchronous Low High Low High
Instant Messaging Almost
Low High Varies Weak
(Messenger, WhatsApp) Synchronous
Text Messaging and Twitter Good for brief
Varies Low High Low
messages
Hard copy (handwritten or
Asynchronous Low High Low High
typed messages)

PURPOSIVE COMMUNICATION LESSON 2

 When is it acceptable to use a cell phone?

GENERALLY GENERALLY
OK NOT OK
While walking down a street
On public transportation
While waiting in line
At a restaurant
At a family dinner
At the movies or other places where
others are usually quiet
At church or worship service
PURPOSIVE COMMUNICATION LESSON 2
 2 Think before you post.
› It’s almost guaranteed that organizations (and many
people) monitor social media for anything that
mentions them.
› This means that potential employers and others are
likely to see what you post about them.
› Consider the fate of a high school student who tweeted
rude remarks about other students while visiting a
college she hoped to attend. University decision
makers saw her posts and put her on the “no” list.

PURPOSIVE COMMUNICATION LESSON 2

› Consider the phenomenon of “sexting”
› When minors are involved, authorities can make
arrests for manufacturing, disseminating, or even
possessing child pornography.
› Far worse, some teens have committed suicide
when explicit photos were posted online.
› Even without such dire consequences, it's not
hard to imagine the unpleasant consequences of
a private photo or text going public.

PURPOSIVE COMMUNICATION LESSON 2

 3 Adapt to the audience.
› Short, casual messages have become so common
online that people sometimes forget to use different
etiquette for professional communication.
› Beginning an email to your boss or professor with
“Hey” or no salutation at all can come off as
disrespectful.
› Likewise, don’t forget to say “please” and “thank you.”
› Consider who will (or might) read each of your
messages.

PURPOSIVE COMMUNICATION LESSON 2

4 Respect other’s need for undivided attention.

› Most people understand that using mobile devices in social settings is distracting
and annoying.
› Even if you think you can understand others while dealing with communication
media, it's important to realize that they may perceive you as being rude.

PURPOSIVE COMMUNICATION LESSON 2

5 Keep your tone civil.
› Disinhibition - is saying or doing
something on a whim, without thinking in
advance of what could be the unwanted or
even dangerous result.
› Flaming – sending angry and/or insulting
emails, text messages, and website Would you deliver the same message to the
recipient in person? If your answer is no,
postings. then you might want to think before hitting
the "send" key.
› Cyberbullying - includes sending, posting,
or sharing negative, harmful, false, or
mean content about someone else.
PURPOSIVE COMMUNICATION LESSON 2
 6 Be safe.
› As a rule, don't disclose information in a public-
access medium that you would not tell a stranger
on the street.
› Even personal emails present a problem: They can
be forwarded, and accounts can be hacked.
› The safest bet is to assume that mediated
messages can be seen by unintended recipients,
some of whom you may not know or trust.

PURPOSIVE COMMUNICATION LESSON 2

End of Lesson 2

Reference:
Adler, Rodman, & Pré. (2020). Essential Communication. Oxford

PURPOSIVE COMMUNICATION LESSON 2