PURPOSIVE COMMUNICATION
their unique culture or tradition, and their
GLOBALIZATION
- It is a complex concept and a single
meaning may not capture its total
content
- Globalization involves proliferating
connections among societies and
people
- The disappearance of borders between
nations and the increase of international
relations
o This reflects that the world is
borderless and the countries are
interdependent and
interconnected
- Globalization = interconnectedness
o Economy
o Politics
o Culture
o Language
o Clothing
o Education
- With globalization, the chances and
possibility that people from all around
the world can live and work together
have become tangible
- The drivers of globalization are
colonization, technology, and
diaspora
Colonization
- Colonization mark the beginning of
globalization
- The Philippines for instance, history
taught us that the Spaniards, the
Americans, and the Japanese have
introduced their cultures which includes
their language, food, clothing, belief,
education, and etc.
o Some of the things that they have
introduced to us have been
adopted by the Philippine society
up to this day
o These colonizers has shaped the
Philippines social, educational,
and economic system
Diaspora
- Similar to the word disperse or
dispersion
- It refers to people’s movement and
inhabitation in countries outside of their
own
- Immigration provides us a picture of
fluidity among people from different
races where new networks of economy
and cultures are established
- As people migrate, they bring with them
unique practices. That creates an
impact resulting to globalization
Technology
- Have immensely facilitated globalization
- Nations have become more fluid in their
interactions, allowing instantaneous
feedback and negotiations
- With the internet, people are no longer
strangers to the events happening
outside of their own country
- With technology, the flow of information
and communication has become
smoother, faster, and easier
- Plus, business transactions and
partnerships among local and
international institutions have become
efficient
Indeed, globalization has speed it up
enormously over the last half century, thanks to
great leaps and technology.
Good and Bad of Globalization
Good:
 Has led to any millions of people being
lifted out of poverty
o Example: when a company like
Starbucks buys coffee from
farmers, it is providing a
livelihood and a benefit to the
community as a whole
 Allowed nations to cooperate with each
other
o Example: Paris agreement on
climate change where 195
countries all agreed to work
towards reducing the carbon
emissions for the greater good of
the global community
Bad:
 Others have floundered as jobs and
commerce move elsewhere
o Example: United Kingdom once
thrived providing work for
hundreds of thousands of people.
But when China started providing
cheaper products, factories in the
UK closed down and thousands
of jobs were lost
 Global wealth has skyrocketed, but so
has global warming
o Another downside of globalization
is technology itself. Computers
have vastly improved our lives
but cybercriminals steal millions
of pounds a year
Therefore, the take-away with this is if
globalization is done wisely, it could lead to
prosperity but if it is done poorly, it could lead
to disaster.
How does Globalization affect
Communication?
- As more people cross borders because
of globalization, more language contact
happened, making communication more
challenging
- So with globalization, a need for a
common language to achieve
international intelligibility is germane
- English has been acknowledged as the
current global language or depot lingua
franca and it is learned by many due to
globalization
CULTURE AND CO-CULTURE
- Culture
o Is a learned system of meaning
that fosters a particular sense of
shared identity-hood and
community-hood among its group
members
o It consists of traditions, beliefs,
values, norms, and symbols and
meanings that are shared by
members in a group
- Co-cultures
o There are co-cultures that are
made up of members of the same
general culture but differ in
certain ethnic or sociological
ways from the parent culture
o These are groups that have
values, beliefs, or behaviors set
them apart from the larger
cultures. They have their own
specific patterns and behaviors
that is different with the larger
cultures
o Belonging in a co-cultural group,
conflict and misunderstandings
are unavoidable especially with
those belonging in the dominant
culture
o Example: if American is the
parent culture, there are those
groups that despite being in the
same culture, still distinguish
them from the general culture
o Some examples of American co-
cultures
 African Americans
 Hispanic Americans
 Gays and Lesbians
 The Elderly
 People with Disabilities
o Members of co-cultures have
adopted and adjusted their ways
to communicate in order to blend
in with the dominant culture
o They made strategies to avoid
conflict with the dominant culture
 Cultural assimilation
 Cultural accommodation
 Separation
Cultural Assimilation
- It is the process in which a minority
group or culture comes to resemble a
dominant group or assume the values,
behaviors, and beliefs of another group
- Therefore, it is one’s effort to fit in the
dominant culture or to be accepted by
the dominant group
o In simple words, these people try
to resemble or fit in
o Example: the minority group
speaks the dominant language
instead of their native language
in order to fit in. And so, Hispanic
Americans using English instead
of their native language
Cultural Accommodation
- Refers to the process by which
individuals may take on values and
beliefs of the dominant culture and
accommodate them in the public
sphere, while maintaining the parents
culture or their identity in the private
sphere
- In other words, they try to retain their
cultural uniqueness
o Example: the minority group
speaks the dominant language
when interacting with members of
the dominant culture, while they
speak their native language only
when interacting with members of
their co-cultural group. And so, if
a Chinese individual is living in
the US. That individual speaks in
English when he is outside but
when he is at home, he speaks
Chinese or Mandarin
Separation
- On the other hand, there are situations
or circumstances where members of a
co-culture resist instead of fitting in with
the dominant majority, this strategy is
called separation or resistance
- In simple terms, separation totally
rejects the dominant society
ETHNOCENTRISM
 - Thinking that your own culture is
superior than the others
- Group feels that other culture feels
inferior to theirs
CULTURAL RELATIVISM
- This means that when you see other
culture equal to your own
SUMMARY:
1. Globalization is essentially an economic
phenomenon because it is concerned
with the movement of people and
products across nations.
2. Culture appears to have become a key
in our interconnected world which is
made up of so many ethically diverse
societies, but also riddled by conflicts
associated with religion. Ethnicity,
ethical beliefs, and essentially, the
element which make up culture.
Language and Communication
“The Nature of Language”
- Together with the creation of human life
is the creation of the wonderful and
dynamic human capacity we call
language
- Only human beings are truly capable of
producing language even though
animals can also communicate.
LANGUAGE
- A language is a structured system of
communication
- Language is a human capacity that
consists of the following that consists of:
o System of rules = grammar
o Sound system: phonology
o Vocabulary = lexicon
- These are the requirements for
identifying a means of communication
as a language and are all agreed upon
by linguists
- Example: a monkey may be able to
signal its mother that it is in need of food
by producing sounds and gestures but it
will not be able to organize the sounds
into a meaningful system with rules
o What the monkey is producing is
not language in the strictest
sense of the word
- Example 2: human beings can share
their desires for food through several
ways that are understandable to human
beings by uttering the word “food”, ask a
question “want some food?”, or give a
statement saying, “I want to share this
food with you.”
o When people use language, they
can understand each other
because they belong to the same
speech community
Speech Community
- People share the same set of rules in
the language system
- Because they share the same set of
rules in the language system, they can
understand each other
Language Acquisition
- While growing up, people acquire the
languages used by those in the
community
o This process is called the
language acquisition
Example: John lives in Cebu City and he grew
up in a English speaking family. Since he was
young, they used English as their mode of
communication. So naturally, John acquired
the English language even though he lives in
Cebu. So, his first language is not Cebuano
but English.
Mother Tongues/First Languages
- The language acquired while growing up
- Example, I grew up in a family where
Bisaya is used as the mode of
communication so my Mother Tongue is
Bisaya
As people grow, they discovered later on that
languages are needed for various reasons.
These languages may be referred to as:
Second Languages
- It is a language that is not the native
language but is learned later (usually a
foreign language)
- Languages that are needed for various
reasons
- It is learned in the process of:
o Language Learning
˗ People learn languages by
studying formally in school
or informally on their own
Example: You who speaks a Mother Tongue in
English goes to China where the residents
speak in Mandarin and a little bit of English.
Will you be able to communicate with the
Chinese? Yes, even though it will be a
challenge to understand each other eventually,
you will be able to communicate with each
other and slowly learn each other’s languages
Language Contact
 - It is the social and linguistic
phenomenon by which speakers of
different languages (or different dialects
of the same language) interact with one
another, leading to a transfer of
linguistic features
- Furthermore, your own languages may
change as you constantly interact and
communicate with each other.
o Thus, language change is the
result of language contact.
o Language change is a natural
behavior of all languages
- Example: Philippines have been
colonized by the Spaniards, Americans,
and Japanese. Because we’ve been
colonized by them and we’ve been in
contact with their respective language,
this resulted to a change in our
language. Which is why until today, we
still have words that originated from the
countries mentioned above.
Language is indeed a complex human
capacity. It is, therefore, important to be aware
of its features and behavior to be able to use
language more effectively and productively in
communicating with others.
SUMMARY:
1. Language is a human capacity that
consists of (a) a system of rules also
known as grammar, (b) a sound system
also known as phonology, and (c) a
vocabulary which is also known as
lexicon
2. While growing up in a community,
people acquire languages used by those
in the community. This is the process of
language acquisition.
3. The languages acquired while growing
up are known as mother tongues, which
may also be referred to as first
languages.
4. Other than the first languages, there are
other languages that are needed for
various reasons. These other languages
are referred to as second languages.
5. People learn their second language
formally in school or informally on their
own. This is a process of language
learning.
6. In our interaction with other people, our
languages come into contact with their
languages, resulting in language
change. Language change is a natural
behavior of all languages.
COMMUNICATION
- Generally, it is defined as the exchange
of thoughts, ideas, concepts, and views
between or among two or more people
- In communication, various context
comes into play
Context
- It is the circumstance or environment in
which communication takes place
- Such circumstance may include:
o Physical or actual setting (school,
workplace, etc.)
o Positions of the speaker or
listener (teacher or student, boss
or employee, etc.)
o The relevance or appropriateness
of the message conveyed
- Difference context can impact one’s
communication
o Thus, it is essential to pay
attention to the interplay of
factors surrounding the context of
communication which may be
physical, cultural, social, and
psychological in nature
- Communication may then be classified
according to:
o Communication mode
o Context
o Purpose and style
- Types of communication according to
mode
o Verbal or non-verbal
o visual
Verbal Communication
- It is the use of words to share
information with other people
- The different functions of verbal
communication:
o Regulation (Control) – used to
regulate or control another
person’s behavior or action
 Example: a parent that
counts from 1-3 to stop
their child from
misbehaving
o Social Interaction – used to
form relationships with other
people
 Example: initiating a small
talk with a stranger
o Motivation – used to express
one’s desire, goal, likes and
dislikes, or needs and wants
 Example: saying “I will
soon travel the world.”
o Information – used to acquire
and share information with others
 Example: discussing the
topic before exam
o Emotional Expression – used to
express one’s feelings and
emotions
 Example: saying “you
really broke my heart.”
Non-verbal Communication
- It is the transfer of information through
the use of body language including eye
contact, facial expressions, gestures,
and more
- The different functions of nonverbal
communication:
o To replace – substitute words
 Example: raising one’s
thumb instead of saying
it’s good
o To repeat – duplicate and
reinforce one’s message
 Example: waving one’s
hand while saying hello or
goodbye
o To complement – enhance and
add nuance to one’s words
 Example: hugging a - Interactive exchange takes place in
person while saying “I
miss you”
o To accent – add emphasis
 Example: adding “very” to
emphasize something
such as saying, “I am very
hungry”, while rubbing the
belly
o To regulate – control the flow of
conversations
 Example: rotating your
hand to signal your partner
to keep talking
o To contradict – action
contradicts words
 Example: saying “I’m fine”
with a grumpy face
o To deceive – using signals to
mislead others
 Example: saying “I’m
okay” with a smile, even
though the person is
actually hurting inside
Effective communication calls for the blending
of these two types. One cannot be separated
from each other. When meeting people for the
first time, the initial meeting when we speak
during the first few minutes is significant as it
leaves a lasting impressions on your listeners.
Visual
- It is a type of communication that uses
visuals to convey information and/or
messages
- Examples: signs, symbols, imagery,
maps, photos, drawings, etc.
- How these symbols are interpreted is
very crucial in visual communication
- It is important that the receiver of the
message is able to decode the meaning
correctly by contextualizing the
information received
- Types of communication according to
context:
o Intrapersonal
o Interpersonal
o Extended
o Intercultural
Intrapersonal Communication
- The Latin “intra-“ means within or inside
- It means talking to oneself
- Other psychologists call it with other
names such as self-verbalization
- Example: inner talk, inner monologue,
or inner dialogue
Interpersonal Communication
- The Latin “inter-” meaning between,
among, together
interpersonal communication
- It is the process of exchange of
information, ideas, feelings and meaning
between two or more people
Extended Communication
- Involves the use of electronic media
- Expanded to include phone
conferencing, skype, or video
conferencing, and etc.
Intercultural Communication
- It is communication between or among
people having different linguistic,
religious, ethnic, social, and professional
backgrounds
- It is important not to be judgmental and
to rush into interpretation as culture
sometimes vary enormously
- Even gender difference affects
communication
Types of Communication According to
Style
 Formal Communication
o Employs formal language
delivered orally or in written form
o Example: lectures, reports, public
talks or speeches, research,
public proposals
 Informal Communication
o Does not employ formal language
o Involves personal and ordinary
conversations with friends, family
 members, or acquaintances -
about anything under the sun
o The mode may be oral as in face-
to-face, ordinary or everyday
calls or phone talks, personal
notes, letters, etc.
o The purpose of informal
information is to socialize and
enhance relationships
Communication may then be classified
according to:

Communicati Context Purpose

on Mode and Style

 Verbal/  Intraper  form

non- sonal al
verbal  Interper  infor
 Visual sonal mal
 Extende
d
 intercult
ural

SUMMARY:
1. There are various types of
communication. These types can be
divided according to mode, context, and
purpose and style. In terms of
communication mode, the types of
communication are intrapersonal,
interpersonal, extended, organizational,
and intercultural. In terms of purpose
and style, the types of communication
are formal and informal.
2. Verbal and Non-verbal codes should
complement each other. With visual
communication, interpretation of signs
and symbols is crucial since people
have different ways of interpreting them.
It is important to always contextualize
the symbol/sign received in order to
arrive at the correct interpretation.
3. People have different linguistic,
religious, ethnic, social, and professional
background. It is necessary to pay
attention to intercultural communication
to avoid miscommunication and/or
communication breakdown.

LOCAL AND GLOBAL

COMMUNICATION IN
MULTICULTURAL SETTINGS

GLOBALIZATION
- It is a complex concept and a single
meaning may not capture its total
content