Course Module on

PURPOSIVE
COMMUNICATI
ON
PURPOSIVE COMMUNICATION

ROY A. PULAN
EARLY DUGOS
ALOHA E. LEONEN
ARLON BAGA
BACHELOR OF SECONDARY EDUCATION FACULTY
SOUTHERN LEYTE STATE UNIVERSITY- SAN JUAN
Course Overview

Course Number

Course Code GE- Eng 101, GE-Eng 301

Descriptive Title Purposive Communication

Credit Units 3
st
School Year/ Term AY 2020-2021/ 1 Semester
Mode of Delivery Online/offline Learning

Instructor Roy A. Pulan, Early Dugos, Aloha E. Leonen,

Arlon Baga

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PURPOSIVE COMMUNICATION

Course Description This is a three-unit course about writing

speaking, and presenting to different audiences
and for various purposes (CMO, 2013 S.). This
course develops students’ communicative
competence and enhances their cultural and
intercultural awareness through multi-modal
tasks that provide them opportunities for
communicating effectively and appropriately to
a multi-cultural audience in a local or global
context.
Moreover, it equips students with tools for
critical evaluation of a variety of texts and
focuses on the power of language and the
impact of images to empower to emphasize the
importance of conveying messages responsibly.
The knowledge, skills, and insights that students
will gain from this course may be used in their
other academic endeavours, their chosen
disciplines, and their future careers as they
compose and produce relevant oral, written,
audio-visual, and/or web-based output for
various purposes.

Course Outcomes At the end of the module, you must be able to:
1. Define communication
2. Explain the nature, elements,
functions and characteristics of verbal
and non-verbal communication
processes in various functional and
multicultural settings
3. Draw own communication model
4. Elucidate the principles of
Communication
5. Illustrate examples to actualize some
key communication principles

6. Create a dialogue applying

the principles of ethical
communication
7. Evaluate multimodal texts
critically
to enhance receptive skills

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PURPOSIVE COMMUNICATION

8. Differentiates visual
literacy from
Multimodality
9. Design multimodal
materials
10. Distinguish the different
kinds of
Speeches
11. Write a speech.
12. Identify different speeches
according
to mode of delivery
13. Write an impromptu
speech

SLSU Vision A high quality corporate University of Science,

Technology, and Innovation

SLSU Mission SLSU will develop science, technology and

innovation leaders, produce high-impact
technologies from research and innovations;
contribute through sustainable development
through responsive community engagement
programs, and generate revenues to be self-
sufficient and financially viable.

MODULE GUIDE

The modules are designed in order to address the flexible learning modalities in
higher education as instructed by the Commission on Higher Education (CHED). The course
module on Purposive Communication consist of four modules. The presentation of the
information was carefully planned so that optimum learning shall take place given the
modalities we have today.

To start the course module, you need to complete the pre-test structured by the
author of this module. The pre-test covered all topics of the course. You don’t need to worry
because pre-test will not be graded, just answer the test in order to determine the level of
understanding or prior knowledge to the subject.

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PURPOSIVE COMMUNICATION

Course module is divided into two terms, two module for midterm and another two
for the final term. A separate examination shall be given to you to assess the knowledge
gained from two modules. Dates on the examination will be announced accordingly.

Every topic contains learning outcomes that you must accomplished once in a while.
A deductive approach was used in presenting the lessons of this module. You must complete
every activity provided to help yourself understand the topic easily.

Once done with the course module, a separate parallel post- test will be
accomplished by you to further evaluate the learning and the module itself. References are
provided for further research on your end.

PRE-TEST

Direction: Select the best answer and encircle the letter of your choice.

1. Mister Reyes, the owner of the Reyes Milk Tea Shop gather his four (4) branch managers
because he has a very important announcement. During the meeting, Mister Reyes is the
only one talking while his branch managers are just listening to him. What kind of
communication is observed in this situation?

A. Interactive

B. Two-way

C. Linear

D. Transactional

2. Andrea uses sign language in talking to her deaf-mute friend Jessica. What principle of
communication is shown in this scenario?

A. Communication is purposeful

B. Communication is adaptive

C. Communication is dynamic

D. Communication is systemic

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PURPOSIVE COMMUNICATION

3. When making a speech, Dr. Perez, never forgets to include millennial words such as

“petmalu”, “lodi”, etc. because for him, these words will catch the attention of his listeners.
What principle of communication is observed by Dr. Perez?

A. Communication is purposeful

B. Communication is adaptive

C. Communication is dynamic

D. Communication is systemic

4. During the discussion, Aira seldom listen to her teacher that’s why she always got low
scores in her exams. What principle of communication is violated by Aira?

A. Communication is purposeful

B. Communication is adaptive

C. Communication is dynamic

D. Communication is systemic

5. Kathrine, ordered a dress in an online shop, however, when the dress arrived it looks
bigger than the picture. What dilemma is shown in this scenario?

A. Plagiarism

B. Selective Misquoting

C. Distorting Visuals

D. Misrepresenting numbers
6. Victoria have found out that the short story which she wrote and published have been
copied by her friend and presented it as her own. What dilemma is shown in this scenario?

A. Plagiarism

B. Selective Misquoting

C. Distorting Visuals

D. Misrepresenting numbers
6
PURPOSIVE COMMUNICATION

7. The following are characteristics of ethical communication, EXCEPT:

A. Fair presentation of ideas

B. Giving all the relevant information

C. Truthfulness in every sense and deceptive in every way

D. Accuracy and sincerity-avoiding language that manipulates, discriminates, or exaggerates

8. A communication between an interviewer and an interviewee is an example of

A. Oral communication

B. Written communication

C. Conventional Communication

D. All of the above

9. Which of the following is an example of non-verbal communication?

A. Eye contact

B. Gesture

C. Written document

D. Body movement

10. This refers to the sending and receiving of messages which is based on a standardized guidelines

A. Formal communication

B. Informal communication

C. Intentional Communication

D. Unintentional Communication

11.Mary was interviewed by Ms. Goncalvez. What kind of communication context is

observed?

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PURPOSIVE COMMUNICATION

A. Intrapersonal context

B. Interpersonal context

C. Interactional context

D. Group context

12.Before presenting her research paper, Jane talks her reflection in the mirror. What kind of
communication context is observed?

A. Intrapersonal context

B. Interpersonal context

C. Interactional context

D. Group context

11. Carrie and her 5 friends talk about their childhood memories. What kind of communication
context is observed?

A. Interpersonal context

B. Interactional context

C. Group context

D. Mass context

12. The following shows verbal communication, EXCEPT

A. Kylie winks at her crush.

B. Joana wrote a letter for her friend.

C. Angela shouts at Mia because she stole her money.

D. Kate sent her résumé to the agency.

13. Which of the following does NOT show multimodality?

A. An abstract of a research paper

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PURPOSIVE COMMUNICATION

B. The entertainment section of a newspaper

C. The cover page of a book

D. A dance showdown

14. Which of the following show multimodality?

A. A coloring book

B. A musical presentation

C. A scrapbook

D. All of the above

15. Raiku, a painter, uses contrasting shapes and colors in highlighting the main subject of his art.
What technical quality of visual display is observed?

A. Proportion

B. Emphasis

C. Contrast

D. Movement

16. Mr. Rentuza, an English teacher presents his lesson about the English Vowel Sounds. What type
of speech according to purpose is shown in this scenario?

A. Informative
B. Demonstrative

C. Persuasive

D. Entertainment

17. Jess, a researcher presents her findings about Covid-19 in front of her fellow researcher. What
type of speech according to purpose is shown in this scenario?

A. Informative

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PURPOSIVE COMMUNICATION

B. Demonstrative

C. Persuasive

D. Entertainment

18. Julia, a third-year student who is running for SSC president told her classmate to vote for her.
What type of speech according to purpose is shown in this scenario?

A. Informative

B. Demonstrative

C. Persuasive

D. Entertainment

19. Joshua, a fourth-year student told his classmate that he is running as SSC Vicepresident. What
type of speech according to purpose is shown in this scenario?

A. Informative

B. Demonstrative

C. Persuasive

D. Entertainment

20. Michelle Dy made a vlog about the steps in putting make-up. What type of speech according to
purpose is shown in this scenario?

A. Informative

B. Demonstrative

C. Persuasive

D. Entertainment

21. Lila joined a beauty pageant wherein during the final question she was asked about her stand on
the manila bay issue. What kind of speech according to the mode of delivery is shown in this
scenario?

A. Impromptu
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PURPOSIVE COMMUNICATION

B. Extemporaneous

C. Manuscript

D. Memorized

22. What kind of speech according to the mode of delivery is depicted in declamation?

A. Impromptu

B. Extemporaneous

C. Manuscript

D. Memorized

23. What kind of speech according to the mode of delivery is depicted in radiobroadcasting?

A. Impromptu

B. Extemporaneous

C. Manuscript

D. Memorized

Module 1:

THE HUMAN
COMMUNICATION
11
PURPOSIVE COMMUNICATION

PROCESS IN CONTEXTS
Bachelor of Secondary Education Faculty
Southern Leyte State University- San Juan

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PURPOSIVE COMMUNICATION

TOPIC 1:

NATURE OF COMMUNICATION
Communication is an essential part of our life. It takes up a big chunk of our day.
Intrinsically, we feel the need to express ourselves-- our feelings, ideas, perceptions,
emotions, etc.—and to communicate with others with a purpose. Communication is the
secret to personal and professional success. However, inability to communicate or resolve
communication difficulties may build dilemmas and impede your progress when they occur.
Making you learn to communicate effectively by introducing yourself to the essence of
communication —its methods, concepts, and elements is the major focus of this lesson.

Learning Outcomes

At the end of this Module, the students must be able to:

14. Define communication

15. Explain the nature, elements, functions and characteristics of verbal and non-verbal
communication processes in various functional and multicultural settings
16. Draw own communication model

Let’s dig deeper!

Source:https://www.google.com/search?q=one+way+communication+clip+artclip+art&tbm=isch&ved=2ahUKEwjJ06XE0JnrAhVZAqY

cCegQIABAA&oq=one+way+communication+clip+artclip+art&gs_lcp=CgNpbW
cQA1DCgxxY_bccYOy5HGgAcAB4AIABAIgBAJIBAJgBAKA
BAaoBC2d3cy13aXotaW1nwAEB&sclient=img&ei=Z_Q1X4mEA9mEmAWXn4L4Ag&bih=657&biw=1366#imgrc=mACqurYzKjevvM

HZePAC8Q2-
PURPOSIVE COMMUNICATION

The picture on the left entails two-way communication because there is an interaction
between the two people talking. The speaker sends message to the receiver while the
receiver receives the message, decode it, and try to give feedback or in simple term “reply”
to the speaker who is now the receiver of the message and so on. We experience two-way

11
communication in our daily living, for example, conversing with your friend about your crush,
conversing with your teacher about your homework, etc.

The picture on the right entails one-way communication because there is no interaction
between the people involved in the communication process. The speaker sends message to
the receiver, the receiver receives the message and decode it. There is no feedback involved
because the speaker is the only one who gives the message or information. One good
example of one-way communication is attending an election rally, wherein you will just sit in
the corner and listen to the speech of the electoral candidates.

The two pictures are just two of the many processes of communication. In the following pages,
we will talk more about the processes of communication.

Let’s discuss!

To provide you all the information you need, read the content of the lesson which is all about
the nature of communication.

WHAT IS COMMUNICATION?

1. Communication comes from the Latin word “communicare” meaning to share, to

render or to make common to many.

2. Communication is (sometimes) characterized as the process of transmitting and

receiving messages

3. Communication includes the process of using verbal and non-verbal messages in

order to create meaning within and through context, cultures and channels.

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PURPOSIVE COMMUNICATION

4. Communication (is) the transactional mechanism by which people interacting in a

specific context, discuss the interpretation of verbal and nonverbal symbols, to
achieve mutual understanding.

5. Communication includes the transfer of information and meaning between senders

and recipient using one or more written, oral, visual, or electronic media

ELEMENTS OF COMMUNICATION

1. SENDER/RECEIVER. The sender is the person who initiates the process of

communication and establishes the message’s purpose. The receiver, on the other
hand, is the person to whom the message is intended and delivered. In
simultaneous communication, these two elements consecutively communicate
with each other, making them a “transceiver”, transmitting and receiving
messages simultaneously.

2. MESSAGE. The communication message contains the information, thoughts, and

feelings shared by the persons involved the communication process. The intent of
the message is decided by the sender, and this can be one of those three forms:
informing, persuading, or taking action.

3. CHANNEL/MEDIUM. The channel or medium describes how the message is

transmitted. The air act as the medium for verbal and face-to-face
communication, in which messages are transmitted by sound and light waves. A
channel can also be sensory such as how someone holds or shakes hands with
you. It can also be any other means, like the use of technology or any other
means (i.e. telephone, e-mail, voice mail, video recording, and written memo).

4. FEEDBACK. Feedback is the receiver’s response to the message of the sender.

Feedback makes a communication become a two-way process. It indicated how
the receiver perceived the message--- how it is regarded, heard, understood; it
conveys the emotions or thoughts of the recipient about the message or to the
sender.

5. CONTEXT. Context refers to the circumstances—situation, condition, and

atmosphere in which the communication takes place. It affects the way messages
are sent and received by the communicators. Room temperature, lighting,
furniture, pacing, as well as the atmosphere and relationships that exist between
the communicators may be part of the environment. The manner in which you

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PURPOSIVE COMMUNICATION

convey and perceive messages will depend on whom you speak: your siblings, a
stranger, etc.

6. NOISE. Noise refers to the impediment to successful communication. It is

something that stands in the way of mutual understanding. Noise is divided into
three classifications:

A. EXTERNAL NOISE arises from the communicator’s surroundings. Some

examples of external or physical noise are boisterous laughter, the karaoke
sessions in the neighbourhood, voices of the people in the crowd, etc.

B. INTERNAL NOISE involves sounds that are self-related to the behaviors,

thoughts, views, which can impede the effective sending and receiving of
messages. Examples can include any physiological condition, such as hunger

and pain out of an illness and psychological thoughts, like worry, fear, anxiety,
dissatisfaction, and prejudice.

C. SEMANTIC NOISE gets in the way when there is a different interpretation of a

certain word or gesture by the people involved in the conversation. Examples
are those gay lingo which are used by gays may be misinterpreted by other
people who don’t know such terms or words.

7. FRAME OF REFERENCE. Frame of reference is a dynamic collection of assumptions

and behaviors that we use to filter perceptions to create meaning. This involves our
personal views, schemas, interests, principles, culture and other aspects in which our
judgment are biased. For instance, when you hear a group of people laughing, you’re
not going to laugh unless you know the reason they laughing.

SOURCE
NOISE
NOISE
16

FEEDBACK
 NOISE
NOISE
NOISE
PURPOSIVE COMMUNICATION
RECEIVER
NOISE CHANNEL

CHARACTERISTICS OF
COMMUNICATION

1. COMMUNICATION IS A PROCESS because there is a transmission of thoughts,

ideas, and emotions that happens. It is following a course and it has progress.
Representing it via a model is one of the ways to illustrate and simplify the
complexities of communication. Three of the most cited communication process
are as follows:

A. LINEAR MODEL- The earliest and the most influential communication model
is this model. This considers communication to be a one-way or a linear
message transmission. Sender, message, channel, receiver, and noise are the
components of this model. The feedback is the missing link in this model.

Noise
SENDER MESSAGE RECEIVER

B. INTERACTIVE MODEL- This model shows that communication is a two-way

process, because it recognizes the existence of feedback. That means a
message is going both ways. This model also has an added field of experience,
concept” which recognizes that people incorporate their own cultural
upbringing or history and general experiences into the
communication process.

17
NOISE NOISE
CHANNEL
 RECEIVER AND
RECEIVER MESSAGE
SENDER
PURPOSIVE COMMUNICATION
CHANNEL
NOISE
FIELD OF
EXPERIENCE

C. TRANSACTIONAL MODEL- This model indicates that communication is not a

solo endeavour. Instead, people participate in a transaction, making the
communication simultaneous. This model emphasizes that there is conscious
interaction between sender and recipient to produce or establish meaning
and to arrive at a common interpretation of the information. This model
included the concept of context which makes communication adapt to the
situation or condition involved in the process.

FIELD OF EXPERIENCE FIELD OF EXPERIENCE

CHANNEL
SENDER AND RECEIVER
MESSAGE
RECEIVER CHANNEL
AND SENDER
NOISE NOISE

2. COMMUNICATION NECESSITATES NEGOTIATION OF MEANINGS OF SYMBOLS.

Two of the foregoing definitions of communication state that communicators
“use” and/or “negotiate the meanings of verbal and nonverbal symbols.” A
variety of emotions, ideas, opinions, desires, needs, and intentions can be
composed of the information that is shared from the sender to receiver and vice
versa. These may or may not be explicitly communicated or conveyed in words
(because we may also use our gestures to give message to our receiver such as
winking, waving a hand, nodding). Symbols represents these words and gestures.
Spoken and written words apply to verbal symbols, while vocal tones, facial
expressions, body movements, physical presence, and etiquette are called
nonverbal symbols which are also termed as signals.

As a communicator, you must understand that there is a different frame of

reference for each individual in the communication process (culture,
background, assumptions, beliefs, personal experience, etc.) which interferes
the perception and interpretation of the message. In other words, all
participants in the communication process (sender and receiver) should
understand the topic first to be able to arrive at a shared understanding.

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PURPOSIVE COMMUNICATION

3. COMMUNICATION IS CONTEXTUAL- Another characteristic of communication

expressed in the definitions and emphasized in the transactional model is that
communication takes place in a context. The idea behind this is that
circumstances shapes communication. These are the general types of contexts:

A. PSYCHOSOCIAL CONTEXT. This type of context builds upon the connection

between the participants’ emotional history, social relationships, and
cultural capital. Variables such as age, sex, gender preference, religion, and

19
PURPOSIVE COMMUNICATION

socioeconomic status are all considered in this category. These variables affect
communication. For instance, if you have a friend who betrayed you or took
advantage of you, your attitude toward that person will be influenced by your
previous experience, emotions, and culture.

B. LOGISTIC CONTEXT. This is also termed as physical context and is

concerned with the occasion and setting (time and place). For example,
bumping into your teacher one evening at a local coffee shop could allow
you to chat informally and share personal experiences, but inside the
classroom where the environment is more serious and teacher’s authority
is recognized, talk
becomes more planned, and tone is respectful to each other.

C. INTERACTIONAL CONTEXT. The different classifications of interaction

dictate the communication style that is employed by the sender and
receiver. This is what is regarded as interactional context. Six major
categories of interactional context:

✓
INTRAPERSONAL CONTEXT. The idea behind this context is self-talk or
inner speech that represents your own self -concept or your overall
understanding of yourself.

✓
INTERPESONAL CONTEXT. This is done by two people interacting to
each other to accomplish a task or purpose. For example, in a job
interview, the interviewer will ask the interviewee questions so that
he/she learns something about the interviewee (applicant), then the
interviewee addresses those questions.

✓
GROUP CONTEXT. This is the communication that takes place when
more than two people, usually three to seven, interact to accomplish a
common purpose. To this type of context belong your family
interactions, study groups, corporate and community meetings, and
neighborhood gatherings.

✓
ORGANIZATIONAL CONTEXT. This context relates to communication in
the workplace, which exposes one or more individuals to many
communicative opportunities between individuals, dyads, and groups.
 ✓
PUBLIC OR PRESENTATIONAL CONTEXT. This is done by a speaker
creating meaning to audience which are present during the delivery of
the speech. Presentational communication may be held as formal,
such as research presentations at conferences or workshops and
campaign speeches, or informal presentations of various degrees, such
as presentations and reports in the classroom. For example,
presenting a

17
PURPOSIVE COMMUNICATION

research paper to a lot of people, being a resource speaker of a certain

seminar, etc.

✓
MASS COMMUNICATION CONTEXT. This is done when an individual or a
network giving a message to the audience that is not directly present and
often unknown. For example, in a TV broadcasting, the anchor gives
reports to the audience, however, the audience is unknown or may not be
present. Examples include newspaper, books, magazines, television, radio
and any other forms of computer- mediated or digital platforms.

The context of communication also determines the most effective way of

creating and sending messages. The following are different forms of
communication based on message forms, modes of transmission, and
systems that you can use depending on the communication and context.

• VERBAL COMMUNICATION- Spoken and written words refer to

verbal symbols. This refers to the use of spoken and written
symbols in making and interpreting meanings.

➢
WRITTEN COMMUNICATION- Refers to the sending of
messages, order of instructions in the form of writing
through letters, circulars, manuals, reports, telegrams,
memos, bulletins, etc. If you need a permanent record or
evidence of communication, if the content of the message
is confidential, and if you want a formal response, you
should opt for a written communication. This is a formal
 communication.

➢
SPOKEN OR ORAL COMMUNICATION- This refers to the
transmission of message by the use of our mouth. Compared
with written communication, spoken or oral communication is
more fluid and simultaneous. If your reasons for
communicating are contradictory to the conditions presented
for the written communication, spoken communication will
work. Spoken messages can be sent through telephone, face -
to-face, broadcast or presentations.
• NONVERBAL COMMUNICATION- This is done by a person who uses
visual, audible, and movement clues in communicating. Vocal tones
(pitch, tension, intonation patterns and juncture), facial expressions,

18
PURPOSIVE COMMUNICATION

eye contact, gestures, body movement, physical presence, and

manners are examples of nonverbal communication.

• FORMAL COMMUNICATION- This refers to the transmitting of

messages that is based on specified and standardized guidelines,
channels, and systems. It is practiced in an organizational, business,
and formal setting and includes the sending and receiving of official
information, often confidential and sensitive. As a proof of contact,
a written documents is really required.

• INFORMAL COMMUNICATION- This refers to the usual, face-toface

interaction that takes place between friends and family members.
Informal communication is free from any guidelines or corporate
rules. Much of the conversation that are spoken are informal, in
which no document is required for the communication that has
taken place.

• INTENTIONAL COMMUNICATION- This refers to the transmission

of message in which words and signals used have their intended
meanings. Intentional communication occurs when the
communicators are aware of their own intentions, and how their
words and behaviours might influence others.
 • UNINTENTIONAL COMMUNICATION- This applies to a conversation
that has no purpose. This occurs in situations where messages are not
meant to be sent or have reached the wrong receiver.

4. THE GOAL OF COMMUNICATION IS SHARED UNDERSTANDING. The

communication becomes efficient and productive when the participants in the
communication process have reached common, mutual, or shared
understanding of the matter/s at hand.

Let’s assess your progress!

Since you already have the knowledge about the nature of communication, try to do the
following activities below.

A. Design and draw your own communication model that demonstrate how you
communicate with one of the following (choose only one): your parents, a stranger,
or foreigner, your lover, a child, a school administrator, your teacher, your
classmate. Your communication model should contain the elements of the
communication process. Discuss briefly the model that you draw.

19
PURPOSIVE COMMU NICATION

WRITE YOUR ANSWER

HERE!
A MODEL OF COMMUNICATION THAT DEMONSTRATE HOW TO COMMUNICATE. WITH OUR PARENTS

Noise FEEDBACK Noise

MESSAGE

SOURCE CHANNEL
SENDER
CONTEXT RECEI
VER
RECEI
VER
(Parents
) SENDER
(Daughter/Son
)

CHANNEL
Field of experience

MESSAGE

Noise Noise

FEEDBACK
 EXPLAINATION:

The source theof message is the sender then the message

l be send
wilthrough the
channel then the
receiver
willgoing to
decode the message through decoding then the
receiver will give feedback
to the sender as the second sender, then the sender will now
receive the feedback of the receiver as the second
in situation.
receiverThe sending of
messages between the two will continue as they send, receive, send and receive messages
B. toSecure any message
each other. The present(written or spoken,
noise may itit could
cause a distraction beor
can lead a recording of ainspeech, a letter,
misunderstanding
ancommunication.
the e-mail, or memorandum). Examine the item and answer the following questions:

1. What is the purpose of the message?

2. Who is its intended audience?

3. What is the tone of the message?

4. Is the purpose of the message achieved?

5. How would you react if you were the recipient of the message? Why?

Write your answer in a coherent paragraph.

20
PURPOSIVE COMMUNICATION
 WRITE YOUR ANSWER
HERE!

ORIENTATION OF SLSU, HELD ON SEPT. 01, 2021

The Southern Leyte State University held an orientation on

September 1, 2021 for all the students attended on the said university.
The orientation was filled of different messages from the different
Instructors of the university. The main purpose of the orientation is to send
forth important messages and also important information about the
background of the university that every student in the university should
know. The orientation’s message was intended for all students attending at
the university but most specifically for the upcoming freshmen. The message
was being delivered in a very clear and understandable tone of the speaker.
The purpose of the message was achieved by the students for it was being
presented and delivered plainly for all the students to understand it easily. If
I am one of the message recipient, for I am indeed. I would really thought
that the message which was being delivered was very accurate and was easy
to understand, because in the first place the message was already
understandable but the deliverer of the message made it more
comprehensible.

21
PURPOSIVE COMMUNICATION

You will be graded based on the following rubric.

A.
CRITERIA EXCELLENT (5) GOOD (4) SATISFACTORY NEEDS
(3) IMPROVEMENT
(2)

CONTENT

GRAMMAR

ILLUSTRATION
OF MODEL

B.

CRITERIA EXCELLENT GOOD (4) SATISFACTORY NEEDS

(5) (3) IMPROVEMENT
(2)

CONTENT

GRAMMAR

ORGANIZATION

References:

1. Pilapil, E., Pesirla A., Licen, C., Canezo, V., Graber, J., Lubrio, S., Tibus, E., Paquibulan,
P., Picardal, R. Purposive Communication, 2018, Mutya Publishing House Inc.

22
TOPIC 2:

COMMUNICATION PRINCIPLES AND

ETHICS
Communication having a utilitarian intent is a “tool for all seasons” in all of our daily
transactions with other people, society, community, the country and the world. The
communication process takes place when all of the communication components begin to
work systematically. In order for efficient communication to take place all of these
components work interdependently. If one element in the system does not operate, then
the communication process becomes a failure. This lesson will help you understand and
accept the principles of communication and communication ethics that will help you
determine how to ac hieve an effective communication.

Learning Outcomes

At the end of this Module, the students must be able to:

1. Determine ethics and principles of communication to apply to avoid blunder

in given situations

Let’s dig deeper! We need to finish our project by

Sunday so that we can pass it on
In the picture below, Anna has used the word “petmalu” and Maria, on the other hand used
Monday. I will be the one in
the word “lodi”, these words are common nowadays, especially for the millennial. The charge with the first activity,

emergence of these words only whileshowsyouwillthatdo commuthesecondication.Do is dynamic, which

means it changes from time to time. you get me? Umm, Diego?
PURPOSIVE COMMUNICATION

Hey Maria! I
heard you got a
perfect score in
English! You’re
really “petmalu.”

That’s right Anna!

You also got the
highest score in
Math! You’re also
my “lodi” when it
comes to numbers.

Source:https://www.google.com/search?q=people+conversing+clip+art&sxsrf=ALeKk02LY-
E81HkqX80y4o6xqSJd20rEQw:1597371479938&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiJ7oq90JnrAh
WLH3AKHVMzDVAQ_AUoAXoECAwQAw&biw=1366&bih=657#imgrc=sByQ8JI8bfreKM

23
PURPOSIVE COMMUNICATION

In the picture below, Ceph is using sign language in order for Rey to know what Ceph is
talking about since Rey is deaf mute, this situation only shows that communication adapts
to someone’s need. In order for a source to ensure that his/her receiver has understood
him/her, he/she needs to adapt his way of communicating to his/her listener or receiver’s
needs.

Ceph Rey
Source: https://www.pinclipart.com/pins/people
-conversing/

In the picture below, Carlos is talking to Diego while Diego, on the other hand was not listening.
When Carlos asked Diego if he got his point, Diego couldn’t answer because he was not
listening. The scenario only shows that when one of the element is not working, then the
communication becomes a failure. For this scenario, Carlos is the Source, Diego is the receiver,
and Diego is the element that is not doing his part, that’s why the communication failed.

We need to finish our project by

Sunday so that we can pass it on
Monday. I will be the one in
charge with the first activity,
while you will do the second. Do
you get me? Umm, Diego?

Source: https://www.123rf.com/clip
art-vector/two_people_talking.html

24
PURPOSIVE COMMUNICATION

In the last picture below, the Dean of Teacher Education is influencing the Education students to
give their best shot so that they will soar higher. This scenario shows that communication has a
purpose, and its purpose is to influence the students to give their best.

You should give

your very best
shot! And
together we will
soar higher!

Source: https://www.aplustopper.com/welcome-speech-for-an-event/

The scenarios mentioned earlier depicts the utilization of principles in communicating in

order to achieve an effective communication.

Let’s discuss!

To give you all the information needed in attaining the objectives of this topic read the
content of the lesson which is al l about the communication principles and ethics.

PRINCIPLES OF COMMUNICATION

The heart of human interaction is communication. Our ability to communicate with

others defines success in communication. In order for us to acquire knowledge, to establish
relationships, and to express our feelings, we need to interact with one another. This means
that humans are communicating for a reason. However, miscommunication occurs. To
achieve successful communication, we need to know the communication principles and
apply them in communicating with other people. The following are the basic principles of
communication.

1. COMMUNICATION IS PURPOSEFUL- We communicate for a reason and that reason

has a purpose. As described above, we interact with others for sharing information,
asking questions, voicing feelings, engaging others to act on something positive, etc.
According to Baba (wecommunication.blofspot.com) when we speak or write, we are
trying to send, some trying to achieve some goals.
25
PURPOSIVE COMMUNICATION

GENERAL PURPOSES OF COMMUNICATION

✓
To learn: to acquire knowledge from others, the world, and ourselves
Example: Asking a question to your instructor
✓
To relate: to form relationship with others
Example: Asking someone to be your friend
✓
To interact with others
Example: Talking with your best friend about your vacation
✓
To help: to assist others by listening, offering solutions
Example: Talking to a woman who has complained about the make-up brand
that you sell and arriving to a solution wherein you will just give her another
set of make-up
✓
To influence: to strengthen or change the attitudes or behaviours of others
Example: Persuading your schoolmates to vote for you as SSG President
✓
To entertain: to enjoy the experience of the moments
Example: Talking with your friends about your funniest childhood memories

2. COMMUNICATION IS ADAPTIVE- In previous discussions, we have talked about verbal

communication which involves spoken and written communication that most of us use
to communicate with others, but not all of us can communicate using verbal
communication symbols. There are also many people who have disabilities that could
hinder them from communicating verbally, including the most common impairment--

- deafness. Individuals who are capable of communicating typically need to adjust

him/herself to the disabled making communication purposeful. Adaptive
communication is the term of communication which is tailored on someone’s needs

and abilities. It is designed to allow someone to communicate with others even if

they cannot participate in spoken speech. Sign language is one of the modes of
adaptive communication.

3. COMMUNICATION IS DYNAMIC- From time to time, communication changes making

it dynamic and not static. Communication is explicitly proportional to people’s
PURPOSIVE COMMUNICATION
actions. Communication continuously changes as behaviour changes. Words such as
werpa, lodi, petmalu, etc. have emerged in today’s generation and are used in our
everyday communication. A communicator is effective if he can be flexible in the
sense that he/she can redirect him/herself or go blend with his/her listeners.

4. COMMUNICATION IS SYSTEMIC- Communication would not exist without those

components of communication. Each of the elements has its own purpose, and each

27
26
PURPOSIVE COMMUNICATION

of them must work interdependently to ensure successful communication. To

prevent miscommunication, all elements of communication need to be organized,
hence effective communication is achieved.

COMMUNICATION ETHICS

1. Ethics in communication refer to the principle regulating communication, its right

and wrong aspects and its moral-immoral elements.

2. Refers to the balance between talking and listening.

3. The validity of fear and emotional appeal

4. The level of critique and appreciation.

WHY ETHICAL COMMUNICATION IS IMPORTANT?

Ethical communication is fundamental for responsible thinking, decision-making,

and the creation of relationships and societies within and across contexts, cultures,
platforms and media. Ethical communication improves human worth and dignity by
promoting truthfulness, justice, accountability, human honesty, and self-respect, while
unethical communication undermines the quality of all communication and ultimately the
well-being of individuals and the community in which we live.

The following scenario below depicts why ethical communication is important.

Mark calling Cindy, her officemate Sexy and

whistles whenever she walks.

Cindy slapped Mark because for her, what

Mark’S actions was a form of catcalling.

Cindy reminded Mark to always show

ethics whenever he is talking to someone. Source:https://www.dailymotion.com/vid 27
Mark learned his lesson well. eo/x2clusq
PURPOSIVE COMMUNICATION

CHARACTERISTICS OF ETHICAL COMMUNICATION

A few of the characteristics of the ethical communication include:

1. Giving all the relevant information- When you are speaking to a person, you need
to give him/her all the relevant information, do not include the information that is
irrelevant. For instance, when someone is asking you about something, you need to
give him/her straight to the point answers that will satisfy him/her.

2. Truthfulness in every sense and not deceptive in every way- When you are
speaking to a person, it is ethical for you to be honest so that he/she will not be
deceived by false or invalid statements.

3. Accuracy and sincerity-avoiding language that manipulates, discriminates, or

exaggerates- When talking to someone, you need to be accurate, and you need not
to lie to comfort a person. What should come out from your mouth should be exact.

4. Fair presentation of ideas- When talking to someone, you should avoid being bias.

Our religious upbringing, and philosophical and cultural ideas form our communication
ethics. However, bad judgment may cloud our thoughts, thereby disturbing our morality.
We may be considering time-tested values as a stabilizing agent which have proven useful
in communication.

1. In the theory of Social contracts, Socrates, Thomas Hobbes, John Locke claim that
there is an unwritten arrangement between people within society (Staubhaar et al.,
2014). News organizations, for example, uphold their social duty to cover news with
accuracy. Another instance is that government official maintains their duty to always
be courteous to people.

2. The Nichomachean ethics of Aristotle highlights that virtue is a state between the
extremes of excess and deficiency. A righteous person feels satisfaction in behaving
properly.

3. From the biblical theory that Confucius also taught “Do to others as you would have
them do to you.” This means that everyone must treat each other equally and with
respect.

28
4. The principle of honesty implies that you should not deceive other people. Lying to
intentionally mislead an individual is one way to deceive a person. Another way is by
multiple nonverbal communication, such as using a misrepresentative body language to
relay false details. For instance, your action shows that you like a girl but the truth

29
PURPOSIVE COMMUNICATION

is you don’t really like her and you are just showing those actions because you have
some favour to ask to her.

Although withholding information may seem like a breach of the principle of

honesty, this is not always the case. For instance, if you do not want to tell you friend
that she looks half as pretty as her previous hairstyle, this is called tact, and you are
not deceiving your friend.

ETHICAL DILEMMAS IN COMMUNICATION AND

HOW TO HANDLE THEM

Deterrents to ethical speech are called dilemmas in communication. These may be normal,
such as rumor, gossip, and lying, or less familiar but more specific ones, such as:

1. PLAGIARISM- The act of claiming the work of other writer. There is nothing wrong in
quoting a person, but copying and pasting passages without citing the author is
considered illegal and unethical.

2. SELECTIVE MISQUOTING- The replication of something someone has said in a way

that is not factual or accurate.

Example: Full quotation: I’ve enjoyed at times out firms’ association with Technology

Inc., although I was troubled by the uneven quality of their service. At times it was
excellent while at others it was far less so.

Selective Misquote: I’ve enjoyed… our firms’ association with Technology Inc. The
quality of service was… excellent.

3. MISREPRESENTING NUMBERS: This is characterized as the unethical manipulation of

information by increasing, decreasing, altering statistics or omitting data. For
example, a barangay Captain presented data comparing the murder cases in his
barangay for the year 2016 and 2019 and his data shows that there is a drastic drop
in the murder case in his barangay, however, authorities have found out that the
data he plotted for 2016 covered one year, while 2019 covered only 100 days.

30
PURPOSIVE COMMUNICATION

4. DISTORTING VISUALS- This is characterized as the unethical manipulation of the

product’s image to attract more clients. A product that you have ordered, for
instance, looks bigger in the picture than in reality.

Let’s assess your progress!

Since you already have the knowledge about the principles of communication and its ethics,
try to do the following activities:

A. Explain the dilemmas in the following situations and suggest what could have been
done to avoid the following communication ethics blunder.

1. Jessica was collaborating with a friend Taylor, on writing a novel. Upon

completion of the novel, Jessica realized most of the ideas in the novel were
hers. When she published the novel she decided to exclude Taylor’s name and
claimed sole authorship. She decided to just pay off Taylor for his trouble.

Jessica in the first place should have told her friend Taylor to help her since they
are collaborating in each other, meaning they have to help each other for the successful
finish of their work but since Jessica realized upon the completion of their novel that
most the ideas were hers that when she published the novel she excluded her friend’s
name and decide to just pay off Taylor for the trouble. If Jessica was strong and honest
enough to tell and to confront her friend about the problem she has towards her friend
and talk to her friend nicely and directly, there’s a big chance of possibility that the
dilemma she is facing can be avoided. The best thing to do is to have courage to speak
up in this kind of situation avoiding the misunderstanding towards each other, and to
hear first also his/her side for we cannot know if she/he has some important
reasonable reason.

2. Naomi was hired as an accountant of a bank in early 2018. After several months,
a colleague of her exposed her résumé by claiming she doesn’t have a degree in
accountancy.

Exposing one’s personal information was never been good especially if you
didn’t ask permission to that person. In Naomi’s case, she has the right to take her
stand because what her colleague do to her is like destroying her reputation.
Naomi should talk to her colleague and asked her why did she do that to her. For it
is important to know one’s reason in doing such things. Maybe her colleague has a
sensible reason why she did that, but its not really a good thing to expose it in
public. In her colleague’s side, she should have talked to Naomi first than exposing
it in the public without any consent from Naomi. And also the bank should have
also take the responsibility since they are the one who hired Naomi knowing that
she has no degree in accountancy.
30
PURPOSIVE COMMUNICATION

3. You are an emergency room nurse at an international hospital. For you, your
height of 5’5 and weight of 120 kilos are assets as a nurse since many of your
foreign patients are heavy. However, this morning you are warned by the HR
office that if you do not lose weight. Your current status will be compromised
because of the hospital’s new physical fitness requirements.

It’s really is important to obey rules especially in terms of works. But in this
case, which you are assigned to work in the emergency room in which you are
tasked
to handle heavy patients and you have been told to lose weight and if not you’ll be
compromised in current status at the hospital. But since your job includes lifting of heavy
patients you must have this kind of body enables you to do your job. But suddenly
hospital has a new physical fitness requirements. Talking to the hospital’s head of physical
fitness, could be the better thing to do, telling her/him that you really need to have this body
in order to perform your work properly. It’s not like you’re trying to disobey the new rules
but you have to choose what is the best for you to do to perform your work correctly.
Things in your work could get worst if you choose to follow and to lose weight, this could
not bring good effect in your work since you have that body anymore, and this could lead to
your poor performance in your work, and you could not only get compromised but worst
you’d get fired. It’s really is important to choose what is the best foreseeing the outcome of
your decisions.
References:

1. Pilapil, E., Pesirla A., Licen, C., Canezo, V., Graber, J., Lubrio, S., Tibus, E., Paquibulan,
P., Picardal, R. Purposive Communication, 2018, Mutya Publishing House Inc.

2. Laserna, Kit. Communication Ethics. Retrieved from:

https://www.slideshare.net/AkshayKumar409/ethical-communication-52615309

31
PURPOSIVE COMMUNICATION

TOPIC 3: VISUAL COMMUNICATION

AND THE MULTIMEDIA
The visual orientation of today’s learners is undoubtably one of the reasons why
communication and technology are inseparable. In giving presentations to people, we, as
well as our audience need presentational aids. Presentational aids, according to Verderber
and Sellnow (2010), are any visual, audio, audio-visual, or multi-modal materials that a
presenter usesin his/her speech to help his/her listeners understand the speech.

Learning Outcomes

At the end of this Module, the students must be able to:

1. Evaluate multimodal texts critically to enhance receptive skills

2. Differentiates visual literacy from multimodality
3. Design multimodal materials

In the picture below, you can see the text “RE-CIVILIZE YOURSELF”, a man holding a
head, and NIVEA PRODUCTS on the right side. A person who have tried using these products
may easily tell what the picture is about. Thus, the text and image may have different
meanings to different people.

33
PURPOSIVE COMMUNICATION

Viewers or critics must look into the different visual component and the text from
the piece of work when assessing, evaluating or giving critical judgments about a certain
piece of work, a poster or an advertisement for example.

Let’s discuss!

To give you the information needed accomplishing the objectives of this topic, read the
content of the lesson which is all about the technical qualities of presentational aids and
multimodality.

TECHNICAL QUALITIES OF VISUAL DISPLAY

1. VISUAL COMPONENTS- The building blocks or basic units in the formation of a visual
display. These includes line, shape, form, value, color, texture, and space.

➢
LINES- Most basic element of a visual display. It is very important in the
creation of an image. These can be horizontal, vertical, straight, diagonal, dotted, curved,
broken, thick, and thin. There are also obvious lines implied lines.

➢
SHAPES- These are two dimensional enclosed areas that create an outline.
Examples include: geometric circles, triangles, ovals, and squares, as well as
some organic and any other shapes that can be found anywhere in the world.

➢
FORMS- These are three-dimensional shapes. These include geometric cube,
sphere, and cone. These also include org anic forms, such as people, animals,
bags, chairs, tables, etc.

➢
COLOR- Described by three characteristics (hue, value, and saturation). Hue
refers to the particular spectrum of light activated. Saturation refers to the
levels of purity with the spectrum of light activated. Value refers to the tonal
degree of light and dark. Colors shape our perception and emotion.

34
PURPOSIVE COMMUNICATION
TEXTURE- This refers to the quality of the surface. How the surface is felt and
how it looked like. It also refers to the degree of roughness a nd smoothness in
objects.

➢
SPACE- refers to either positive space or negative space in an image. Positive
space is the main subject in the visual, and negative space is the rest of the space in the
same visual.
2. PRINCIPLES- These are used to organize basic elements of visual texts into pleasing
and interesting images.

3. BALANCE AND HARMONY- Refers to the sense of distribution of visual weights that
offset one another. A person who sees a visual display feels more comfortable and
becomes visually satisfied when all parts of the visual display seem to have balance
and harmony with one another. This can be achieved through symmetry and

33

asymmetry, or by combining similar related elements, such as color and shape.

Artists sometimes disturb our sense of balance.

4. PATTERN- This refers to the combination of elements or shapes repeated in a

predictable, recurring, and regular arrangement.

5. PROPORTION- This refers to the size of objects in the image compared to the other
objects. This may be used to attract attention to an object or play the perception of
the viewers by making the image larger or smaller than it is to make a point r trigger
confusion. Proportion creates harmony when all parts work together.

6. EMPHASIS- This draws attention to one focus point. This is achieved by contrasting
shapes or colors that highlight one element in a visual display. You may highlight
what is the most significant in a visual display, with focus on a certain element.
Notice that nothing would stand out if everything is emphasized.

7. CONTRAST- Refers to the distinct distinction, either visually or in subject matter,

between elements of a form or composition. Visual contrast can be accomplished by
using complementary strong colours.

8. MOVEMENT- In visual images, movement comes from the kinds of shapes, patterns,
lines, and curves that are used. Diagonal lines tend to create the illusion of movement in
motion. Changes in direction, darkness and lightness, or shapes that connects or overlap
may imply movement or restlessness. A series of images shown as individual frames
(such as comic strips) can give a sense of movement through time.
PURPOSIVE COMMUNICATION

9. RHYTHM- This is generated when an element, like many lines, or forms or colors, is
separated over and over again. It might also be a specific content, like lots of shoes,
faces, or vehicles. It produces an ordered feeling or movement.

10. UNITY- It refers to the relationship between the elements of an image, which makes
them work together. It helps organize an image, and gives it a sense of oneness.
Texts and images work together to create context, in other words. Unity can be
achieved by using similar forms and patterns, by using space or a common context.

11. PERSPECTIVE- Also known as point of view. You may have a different and unusual
way of seeing a specific sight, depending on the view. Seeing a picture that we do
not encounter ourselves is really fascinating and refreshing. We are so used to seeing
things from our own point of view that to see something different stresses out the
senses (inspired from Reiner, 2015).

These technical qualities can result in a beautiful picture/visual display when

complemented.

36
PURPOSIVE COMMUNICATION

MULTIMODALITY

Multimodality includes the full interweaving of words, pictures, movements and sounds,
including speech (Bearne and Wolstencroft, 2007). These can be mixed in various ways, and
displayed cross a variety of media. A text may be defined as multimodal when it combines
two or more semiotic systems. These are five semiotic systems in total. Multimodality is
important because the future of reading and writing is closely linked to the future of digital
technology.

Multimodality consists of mode and media. The mode includes signs (sounds, graphic
content, print), while media refers to the manner of dissemination. The mode of
communication involve writing or printing, including typographical elements such as font
size, styles, and shapes; images, moving and still, sounds (diagrammatic or representational)
spoken words and music; gestures and movement. The medium of communication consist
of the computer (software presentation and internet information); paper-based texts
(magazines, information books, picture books, novels); sound and visual media (videos,
DVDs, CDs, radio, television).

SEMIOTIC SYSTEMS

1. WRITTEN/ LINGUISTIC- Concerns spoken and written language through use of

vocabulary, generic structure and grammar.

2. AUDIO- Includes music, sound effects, noises (ambient and silent noises) through use
of volume, pitch and rhythm.

3. VISUAL- Includes still and moving pictures through use of colour, screen format,
saliency, page layouts, viewpoint, vector, visual symbols; shot framing, subject
distance and angle, camera movement, subject movement.

4. GESTURAL- comprising aspects such as movement, speed and stillness in facial

expression and body language.

37
PURPOSIVE COMMUNICATION
5. SPATIAL- Includes direction, proximity, position of layout and organization of objects
in space.

EXAMPLES OF MULTIMODAL TEXTS

• A picture book, in which the visual and textual elements are organized on individual
pages.

• A webpage, in which elements such as sound effects, written languages, sound

effects, music and still or moving pictures are combined.

• A dance showdown, in which music, space, and gesture are the main element.

EXAMPLES OF MULTIMODAL POSTERS

Source:https://creatingmultimodaltext Source:https://creatingmultimodaltexts
s.com/posters-magazines/ .com/posters-magazines/posters/

38
Source:https://www.google.com/search?q=poster+multimodal+texts&tbm=isch&ved=2ahUKEwjLzKvNkerrAhUIdZQKHTy4Ac wQ2-
cCegQIABAA&oq=poster+multimodal+texts&gs_lcp=CgNpbWcQA1Cs5QFYkIoCYL2NAmgAcAB4AIABAIgBAJIBAJgBAKABAaoBC
2d3cy13aXotaW1nwAEB&sclient=img&ei=DSpgX4uSGIjq0QS88IbgDA&bih=608&biw=1366#imgrc=eZFT8lAUiary3M
PURPOSIVE COMMUNICATION

Let’s assess your progress!

Since you already have the knowledge about multimodality and its technical qualities, try to
do this following activity.

1. Make a visual presentation, it could be any of the following:

A. Collage about the effects of Covid-19 in the economy.

B. Information dissemination about Covid-19 through brochure.

C. Poster about the (either positive or negative) effects of online class.

2. Refer to the rubric to evaluate your output.

CRITERION EXCELLENT GOOD SATISFACTORY NEEDS
(5) (4) (3) IMPROVEMENT
(2)

CONTENT

VISUAL
ASPECT

MULTIMODAL
CHOICE

Information dissemination about Covid-19 through brochure.

PURPOSIVE COMMUNICATION

40
References:

1. Pilapil, E., Pesirla A., Licen, C., Canezo, V., Graber, J., Lubrio, S., Tibus, E., Paquibulan,
P., Picardal, R. Purposive Communication, 2018, Mutya Publishing House Inc.

2. Skinner, B., What are Modal Texts? Retrieved from:

https://slideplayer.com/slide/14475669

3. Anstey, M., Bull, G., Helping Teachers To Explore Multimodal Texts. Retrieved from:
http://www.curriculum.edu.au/leader/helping_teachers_to_explore_multimodal_te
xts,31522.html?issueID=12141

37