PURPOSIVE COMMUNICATION

Communication – Exchange, transmission, and the development of ideas with the use of verbal
and non-verbal cues
Latin words – Communicare, communicatio, communis which means to import knowledge or
to exchange ideas

PROPERTIES OF COMMUNICATION – James W Willeup (CCISICUC) 2C-ISI-CUC

A. Communication is a process -what goes in what goes out
B. Communication is dynamic – changing
C. Interactive/transactive - transaction
D. Symbolic – language itself, oral or sign language
E. Intentional – we always have intention
F. Contextual – depends on a situation where are we
G. Ubiquitous – communication can happen anytime, anywhere
H. Cultural
DIFFERENT ASPECTS OF COMMUNICATION
1. Communication is integrated in all parts of our lives (APPC)

A. Academic communication – Academic success

B. Professional – Desired communication skills
C. Personal – Talking to yourself
D. Civic – on what’s happening to surroundings

2. Communication meets needs (PIRI)

A. Physical needs - to keep bodies and minds functioning

B. Instrumental needs - day to day lives, long term goals
C. Relational needs - needs you can get from other person/party
D. Identity needs - to present ourselves in distinct manner

PRINCIPLES (3CAFICTA)
1. Principle of Clarity – free from ambiguity (Inexactness)
2. Principle of Concreteness – must be supported by facts/evidence
 3. Principle of Conciseness – Short and direct to the point
4. Principle of Attention – The receiver is paying attention to you
5. Principle of Feedback – feedback is very important in effective communication
6. Principle of Informality – Formal-professional (using of good words) informal-friends
7. Principle if Consistency – to be consistent
8. Principle of Timeliness
9. Principle of Adequacy – should be adequate (considering the communication needs and
cultural value of listener)
TYPES OF COMMUNICATION
1. Channels used
2. Purpose and Style
3. Forms

A. Channels
1. Verbal communication – using of words / orally or written / Keep It Short and
Simple (KISS)
2. Non-verbal communication – using gestures and body languages / it accents verbal
communication
B. Purpose and Style
1. Formal Communication – avoids slang and foul language / correct pronunciation
2. Informal communication - casual talk / helps build relationship
C. Forms
1. Intrapersonal communication - talking to ourselves / daydreaming. Writing
2. Interpersonal
 Dyadic – 2 people talking communication –
 Triadic – 3 people talking talking with others
 Small group – 3-12 people/individuals talking
A. Public
communication –
Speaker and audience
B. Mass Communication
– Newspaper, mass
media
C. Organizational communication – within organization/company
Downward – Boss to employee
ELEMENTS OF
Upward – employee to boss
COMMUNICATION /
COMMUNICATION PROCESS Horizontal/Crosswise – boss to boss (SMCR)
1. Sender / Encoder – source of the message
2. Medium / Channel – tools of communication (mouth)
 3. Receiver / Decoder – decoding of the message
4. Feedback – response that can be positive or negative
5. Noises / Interference – barriers that hinder communication process
6. Adjustment – repeat

Types of Noises/Interference
a. Physical noise – coming from environment
b. Physiological noise – internal / body
c. Psychological – overthinking / anger
d. Psychosocial – difference on perception /
religion / bias / choices

MODELS OF COMMUNICATION
1. Model by Aristotle – Rhetoric (di sinisugardo) // focus on speaker and the message
2. Lasswell’s model (Harold Dwight Lasswell) – sinisigurado kung naintindihan ba ng
listener
3. Shanon weaver (Claude Shannon and Warren Weaver) - introduce of noise /
telephone communication
4. Schramm’s model (Wilbur) – idea of feedback
5. Berlo’s model (David) – SMCR
6. White’s model (Eugene) – cyclical model // third person can join

PURPOSIVE COMMUNICATION
Multicultural Communication
Culture – Latin “colere” means to cultivate, nurture, or growing
Co-culture – smaller groups who made up culture (Tagalog, Muslim, and Ilocanos)
1. Interracial – magkaibang lahi
2. Interethnic – smaller groups (Badjao, Aeta, Bicollano)
3. International – one country to another
4. Intercultural – Culture

STRATEGIES (E3AS)
1. Enculturation – an Individual learns his/her culture / YOU LEARN YOUR OWN
CULTURE
2. Acculturation – learning others culture (learning about k-pop) / LEARNING OTHER
CULTURE
 3. Assimilation – learning other culture and forgetting you culture from before (changing
of religion) - ADOPTED OTHER CULTURE YOU FORGET OWN CULTURE
4. Accommodation – embracing other culture while maintaining you culture from before
5. Separation – if there’s differences that we can’t tolerate (pro-Leni and pro-BBM)
CHARACTERISTICS
1. Passive – not attempting to interact with outsider/outside of their group
2. Aggressive - hurtfully express and self-promote themselves
3. Assertive – seeking to realize their objectives with whom they interact
4. Confrontational – seek to make the dominant culture hear them, recognize them.
CULTURAL RELATIVISM
1. Ethnocentrism – you view yourself as superior compared to others
2. Xenocentrism – we view others to be superior than us
3. Cultural Pluralism – you view both cultures as the same
HIGH CONTEXT VS LOW CONTEXT CULTURE
1. High context (implicit) – schemata(paligoy-ligoy)
2. Low context(explicit) – specific, straight to the point/ DIRECT TO THE POINT
CHARACTERISTICS OF HIGH AND LOW
Characteristics High context Low context
1. Association – relationship -Family is important than -Fast process of building
with others others relationship
-slow process
-TRUST is a must
2. Interaction -Using of non-verbal cues -verbal
communication(madaldal)
3. Territoriality -Space is communal -Private
-can share personal space
4. Temporality (Time) -Everything has its own time -schedule is important
-schedule is not important
5. Learning -Experience is the best teacher - no connection of past
-connecting of past and
present experience

COMMUNICATION AND GLOBALIZATION

1. Globalization – multipronged process – development or pag babago
2. Glocalization – locally aware, globally competent
COMPETENCE (GSDS)
1. Grammatical competence – linguistic competent
2. Sociolinguistic competence – relate/relating with others
3. Discourse competence – expressing of idea without being shy
4. Strategic competence – to Initiate, Terminate, and Redirect communication
PAUL GRICE’S MAXIMS (2QRM)
1. Maxim of Relation – Relevance to communication
2. Maxim of Quantity – Fair-share-talk of time
3. Maxim of Quality – Truth value
4. Maxim of Manner – Action speaks louder than words
BODYLANGUAGE
1. Shake hands – Muslim = only shakes boys hand
2. OK-sign – Brazil = equivalent of middle finger
3. Thumbs up – Italy, Greece, Iraq, and Iran = insult
4. Crossing of legs – kabastos bastos
5. Eye contact – Japan =intense eye contact is rude
6. Nodding of the head –
7. Tugging of earlobes – Portugal = tasty // Spain = magbabayad-pay // Italy = sexual
assault
8. Kissing – France = cheek to cheek greeting
9. Broad arm movement – Japan = many hand gesture while speaking/talking is impolite
10. Food – Thailand = mag tira ng pagkain means nasarapan ka at babalik ka pa