Purposive Communication • Transformation of pre-verbal into

symbolic forms
• Purposive Communication is about
• Verbal Formulation
writing, speaking, and presenting to
different audiences and for various
purposes

NATURE OF COMMUNICATION

• Is a process of exchanging ideas

between two or more persons.
• The act or process of using words,
sounds, signs, or behaviors to express
or exchange information or to express
your ideas, thoughts, feelings, etc., to GIVE THE SIX BASIC ELEMENTS OF
someone else COMMUNICATION
• A process by which information is
exchanged between individuals SENDER/RECEIVER
through a common system of • PERSONS
symbols, signs, or behavior.
MESSAGE
Communication is:
• TOPIC / INFORMATION
• Reciprocal because we cannot
separate CHANNEL

• communicators into sender and • MEDIUM/ TOOL

receiver. FEEDBACK
• Process because it keeps on “evolving • REACTION/RESPONSE
and changing”.
NOISE
• involves creating and sharing of
meaning. • DISTURBING FACTOR

Process of Communication SETTING

VARIOUS MODEL OF COMMUNICATION • TIME/ PLACE

VERBAL AND NON-VERBAL

COMMUNICATION

• Non-verbal communication is a form

of sharing insights and ideas,
information, experiences etc. without
the use of words.
• Most of the time verbal
Wendel Johnson Model of Communication communication is supported by non-
verbal communication to better
• EVENT /SOURCE portray the meanings a speaker would
• SENSORY STIMULATION like to share.
• Pre- verbal Neurophysiological State
Types of Non- Verbal Communication
1. Body Movements / Body Kinetics
They come in the following categories:
a. EMBLEMS – these are body
movements which have direct
translation into words. Ex. Thumbs up
b. Illustrators- these are used to accent,
emphasize, or reinforce words. Ex.
Pointing fingers when giving direction.
c. Regulators- these are signs showing
control at the back-and-forth natures
of speaking and listening. Ex head
nods, hand gestures, shifts in posture
during interaction.
d. Display of feelings- a person’s face, or
body movements may convey how
intense his emotions is. Ex. Tight hug
signify an intimate relationship.
e. Adaptors- these are non- verbal ways
used in adapting to the
communication situation. Ex. A
woman visited a friend’s house and
when she was there, she started
picking up scattered things on the
floor. She implied that her friend
could hardly clean her house.
2. Paralanguage- refers to the ways of
saying something. It includes the
characteristics as:
• Rate – speed of speaking
• Pitch – highness/lowness of tone
• Volume- loudness
• Quality- pleasing / unpleasing sound
3. Body Types- can also communicate a
message
a. Ectomorphs (thin people)
b. Endomorphs (fat people)
c. Mesomorphs (athletic people)
4. Attractiveness- can get positive
response than those who are perceived
not to be attractive. Physical attributes of
a person may mean something to the
people around her.
5.Body Adornment- involves form of
clothing, make up, jewelry and hairstyle
Ex. An applicant who is dressed
appropriately might likewise be hired than
those who are not.
6. Space and Distance/ Proxemics- It
concerns the way a person uses the space
around him as well as the distance where
he stands. It may be explained through
the following:
a. Intimate distance
b. Personal distance
c. Social distance
d. Public distance
7. Touch- the kind of touch used in
communication reflects meaning about
the relationship between the sender and
the receiver. The more intense the
relationship, the more frequent and more
intimate the touch
8. There are two kinds of people based
on time; punctual and late
Purposive Communication
• It is a three-unit course that
develops students’
communicative competence and
enhances their cultural and
intercultural awareness through
multimodal tasks that provide
them opportunities for
communicating effectively and
appropriately to multicultural
audiences in a local or global
context.
• 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 emphasize the
importance of conveying
messages responsibly.
WHAT IS COMMUNICATION?
• A process of sharing and conveying
messages or information from one
person to another within and across
channels, contexts, media, and
cultures (McCornack, 2014)
PRINCIPLES & CHARACTERISTICS OF
COMMUNICATION
• SCHEMATA DRIVEN- Schema pertains
to an individual’s background
knowledge. Transmitted messages
become understandable or
meaningful because of your old
knowledge.
• AN INTERPRETATIVE ACT- The
receiver’s main role is to interpret the
message.
• Does not guarantee direct or
automatic link between two minds-
Knowledge only become meaningful
when you initiate to communicate
them to others.
• ACTIVE, POWERFUL, FORCEFUL-
Active (Engages both the speaker and
the listener) Powerful and Forceful
(Elicits different meanings and
reactions)
• SYMBOLIC- Signs, marks, letters,
words, sentences, images; all of which
contain messages. Nonverbal
communication represents symbolic
communication as well.
• Always results into something- It
refers to two or more persons
participating in any communicative
act. The first, expresses or sends a
message; the second, responds or
reacts to the message.
• IRREVERSIBLE
• CONTEXTUAL- Setting (like time,
place, topic, occasion, manner, and
purpose) affects communication
• Developmental or Progressive-
Achieving communicative
competence is not a one-time
learning experience.
• PROCESS- Communication takes place
in several stages.
• ETHICAL- A communication event is
governed by rules, morals, values, and
beliefs agreed upon by the society.
• Influenced by media and technology
VERBAL & NONVERBAL LANGUAGE
Verbal Communication
• consists of symbols such as letters,
words, and other marks that you need
to subject to language or grammar
rules
Non-verbal Communication
• Culture bound; some are universally
known Consists of actions, tone or
way of speaking, appearance etc.
DIFFERENT NONVERBAL LANGUAGE
SYMBOLS
• Body Movements- Also called as
kinetics. Includes gestures, facial
expression, posture, eye movement
• Paralanguage- Extra sounds that go
with your spoken words (pitch,
volume, duration, intonation, quality)
• Time/Chronemics- Chronemics is the
term that refers to your act of
studying the impact or effect of time
on your behavior.
• Distance/Proxemics- A space or
distance symbolizes or represents
your thoughts or feelings about your
world.
• Physical Appearance and Object
Language- Meanings in this kind of
non-verbal language, are symbolized
or represented by dressing styles,
 body types, body appearance like size 2. Contribution to tourism
or shape, architectural designs or
3. Cultural planning- involves broad
structures, art objects graphic
community engagement
materials, lightning effects…
CULTURAL SENSITIVITY
CULTURE
• An attitude and way of behaving in
• CULTURE was derived from a Latin
which you are aware of and
word “colere”, which means to
acknowledge cultural differences; it’s
tend to the earth and grow, or
crucial for such global goals as world
cultivation and nurture
peace and economic growth a well as
(Zimmermann, 2017)
for effective interpersonal
• It encompasses religion, food,
communication (Franklin & Mizell,
clothes, language, marriage,
1995)
music, beliefs, behavior,
etiquette, and a million other GENDER SENSITIVITY
things (De Rossi, 2017)
1. Gender Assignment- gender from
Cultural Globalization birth (biological classification)

• Involves the formation of shared 2. Gender Role- defined by society and

norms and knowledge with which its view on what a male or female
people associate their individual and should be
collective cultural identities
3. Gender Identity- how a person
• Globalization brings increasing
identifies and sees himself/herself
interconnectedness among different
populations and cultures. 4. Gender Attribution- how a
society/culture identifies a person
INDIVIDUAL AND SOCIAL BENEFITS OF
based on that society’s view of gender
CULTURE
role without knowing the person’s
1. Intrinsic benefits- culture brings identification
people together (leisure,
CULTURAL APPRECIATION vs CULTURAL
entertainment, information, shared
APPROPRIATION
experiences)
Cultural Appreciation
2. Improved learning and valuable
skills-education and lifelong learning • Cultural appreciation is when
elements of a culture are used while
3. Better health and well-being-
honoring the source they came from.
creativity and cultural engagement
It is important to take note that
improve mental and physical health
appreciation involves respect and
4. Vibrant Communities- social value.
solidarity, cohesion, social inclusion,
Cultural Appropriation
community empowerment, civic
pride, tolerance • Cultural appropriation is taking
ECONOMIC BENEFITS OF CULTURE intellectual property, traditional
knowledge, cultural expressions, or
1. Contribution to job creation- from artifacts from someone else’s culture
industrial to ‘creative’ economy without permission. This can include
 unauthorized use of another culture’s
dance, dress, music, language,
folklore, cuisine, traditional medicine,
religious symbols, etc.
LANGUAGE VARIETIES & LANGUAGE
REGISTERS
Language Varieties
1. Pidgin
- a new language which develops in
situations where speakers of
different languages need to
communicate but don’t share a
common language. The
vocabulary of pidgin comes
mainly from one particular
language called the ‘lexifier’.
2. Creole
- a pidgin that has become a native
language of a community
- has taken most of its vocabulary
from the lexifier, but has its own
unique grammatical rules
- not restricted
3. Regional Dialect
- not a distinct language but a
variety of a language spoken in
particular area of a country.
4. Minority Dialect
- a variety of language used by
minority ethnic group which they
use as a marker of identity,
usually alongside a standard
variety.
5. Indigenized Variety
• spoken mainly as second
languages in ex-colonies with
Multilingual populations.
Language Registers
1. Static Register/Frozen Register
• style of communications that
rarely or never changes and does
not require feedbacks
2. Formal Register
• language used in formal settings
and usually follows a commonly
accepted format
3. Consultative Register
• a professional discourse which is
formal, and the users are
accompanied by societal
expectations
4. Casual Register
• informal language used by peers
and friends (slang, vulgarities,
colloquialisms)
5. Intimate Register
• used in ‘private’ communication
and is reserved for close family
members or intimate people
CULTURAL DIFFERENCES
What is culture?
• Culture influences many parts of
people’s lives including:
- Food
- Clothes
- Opinions
- Identity and etc.
▪ More so, according to Tyler (1870)
culture… is that complex whole which
includes knowledge, belief, art,
morals, law, custom, and many other
capabilities and habits acquired by
man as a member of society.
 ▪ Lastly, culture is the collective
programming of the mind which
distinguishes the members of one
group or category of people from
another. (Hofstede, 1994)
Culture SENSITIVITY?
• Cultural Sensitivity begins with a
recognition that there are
differences between cultures.
• Cultural sensitivity is more than
an awareness that there are
differences in culture in order to
interact effectively either through
verbal and non-verbal
communication.
Sensitivity to culture- is a set of skills allows
you to understand about people whose
cultural background is not the same as yours.
Are you culturally sensitive?
• A culturally competent person views
all people as unique individuals and
realizes that their experiences, beliefs,
and language affects their
perceptions.
• People who don’t recognize
differences between cultures fall on
stereotyping and discriminating
minority groups.
SENSITIVITY to GENDER
Aspects of Gender:
• Assignment - This is the gender from
birth, either being male and female, it
is also the gender prescribed by the
society.
• Role – This is the set of behaviors,
mannerisms, and other traits that
society use to express as part of the
gender assigned.
• Identity – This is what we think the
gender should be in any given time.
• Attribution – This is the gender
assigned to people when we first
meet them and is based on a set of
cues that differentiate to culture.
CULTURAL APPROPRIATION AND
APPRECIATION
• APPROPRIATION- it is defined as the
act of taking something for one’s own
use without the creator’s or owner’s
permission.
• APPRECIATION- it is the recognition
and enjoyment of the good qualities
of someone or something.
Cultural Appreciation
• is when elements of a culture are
used while honoring their sources.
• This incorporates respect and value.
• It does not destroy the significance of
one’s culture and practices.
Cultural Appropriation
• It is the act of taking intellectual
property, traditional knowledge,
cultural expressions, or artifacts from
someone else’s culture without
permission.
• This is an insensible act of a dominant
group towards the minority as they
adopt their cultural elements.
CULTURE IS NOT A COSTUME.
Steps in avoiding cultural appropriation
• RESEARCH THE CULTURE- It is a must
that one is able to have knowledge
and understanding about the culture.
• AVOID THE SACRED- Whether it is
God, gods, spirits, symbols or
anything else, it is not to be made fun
of
• DON’T STEREOTYPE- Often, people
have biased views on certain cultures
which are often negative and
incorrect.
• PROMOTE DIVERSITY- Having people
with the knowledge of different
 cultures is a way of avoiding many
potential pitfalls.
• ENGAGE, PROMOTE & SHARE- Spend
time, understand and engage with the
culture you are adopting from.
• Cultural awareness- therefore is
needed in order to create cross-
cultural understanding and
acceptance.
CULTURAL DIFFERENCES:
terminologies
FART
• In English this word is a verb that
means “to expel intestinal gas from
the anus.”
• However, in Denmark, Norway, and
Sweden, this word usually means
speed.
GIFT
• In English this word usually denotes a
positive and pleasant meaning, such
as an act of endowment, present,
donation, bestowal and others.
• In Germany however, this word
means poison.
• On the other hand, in Sweden, this
word means Pee.
PRESERVATIVE
• In English this word is usually
associated within a process of
preserving or saving something from
decomposition.
• In France however, préservatif
vulgarly means condom.
Lol
• As an Internet slang it usually is an
acronym that means “Laughing Out
Loud.”
• In Dutch however, this word actually
means Fun.
SLUT
• In English this word is associated with
a promiscuous woman.
• On the other hand, in Sweden this
word means End.
The Levels of Culture & their Interaction
(Minor adaptation of Schein 1984: 4)

CRAP

• In English this word as a verb means

to defecate, while as a noun it means
feces.
• Whereas in Romania, this word
pertains to a type of fish.

BRAT

• In English, this word as a noun means

an ill-mannered annoying child.
• However, in countries such as Russia,
Poland, Ukraine, Croatia, and Serbia,
this word means brother.

KISS

• In English this word as a noun means

“a gentle touch or contact,” and “a
caress with the lips.”
TIPS ON HOW TO BE CULTURALLY AWARE: PARTS OF A REACTION PAPER

1. Engage with other’s cultures by asking I. Introduction

questions.
- introduce general
2. Be open! Don’t get into the habit of
information: title, author,
thinking your way is the only way of
presenter (for a talk or
doing something.
documentary), director (if it is
3. Think about what you can learn from a movie)
them no matter how unusual it is. give an overview of the
material but give emphasis on
4. Invite someone to share his/her the main topic or issue you
culture with you. want to discuss
5. Overcome Stereotypes. write a thesis statement

What is a Reaction Paper? II. Body (Your reaction to the work)

• A reaction paper is an analysis and an
evaluation of a material presented. - What is the problem or issue
being addressed?
• It is more than just a summary of the
- What is the central claim,
material.
argument, or point?
May take the following forms: - What are the strengths and
weaknesses?
1. Comparing the work to other related
- What are the possible
materials
counterarguments?
2. Coming up with ways to improve the - How does the material
work relate to another text or talk
or documentary?
3. Concur with the work or argue against
it
III. Conclusion (restatement of the
Consider the following: thesis)

1. Are the ideas clear and suitable? IV. References

2. How was it similar or different from
other material? Which did you enjoy
more? What makes it enjoyable?

3. What are the facts that are included

in the material?

4. Did you like the material? Why? Why

not?

5. What is its purpose?

6. Is it valuable? Is it entertaining? Is it
accurate? Is it informative?