PURPOSIVE

COMMUNICATION

Prepared by: Sir Jem Baldon

 Purposive Communication is a three-unit
course that develops students' communicative
competence and enhances their cultural and
intercultural awareness through multimodal
tasks that provide them with opportunities for
communicating effectively and appropriately
to a multicultural audience in a local or global
context.

SJB
 NATURE OF COMMUNICATION,
PROCESS, PRINCIPLES, AND ETHICS
OBJECTIVES

• Describe the nature, elements, and function of verbal and non-verbal

communication in various, and multicultural contexts;
• Evaluate real-life scenarios based on the communication type,
process, model, and ethics it embodies; and
• Apply the principles of the communication models and ethics to their
own personal and professional experiences.

SJB
1
NATURE OF
COMMUNICATION

Prepared by: Sir Jem Baldon

1. Why is communication important to
you and to our society?
2. Why do you think communication skills
are considered to be essential in
being a good citizen/s and in building
our nation?
 I. COMMUNICATION

Communication is a dual or two-way

process of transmitting messages from
one person to another. It is also a
symbolic interaction between two or
more people that influences each
other’s behavior. With it, not only does
one make his/her own self
understood, but s/he also gets to
understand others.

SJB
• Communication is the broad term for the two-way dynamic
process of message transmission. It embraces both the verbal and
the nonverbal aspects.
• The VERBAL includes the modes, which
are signing, reading, writing, speaking, and listening.
• The NONVERBAL comprises extralinguistic elements, such
as paralinguistic, metalinguistic, and non-linguistic. These
elements enhance the meaning of what words say.

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 II. ELEMENTS OF
COMMUNICATION
 The speaker or communicator who has his/her own purpose,
Sender
knowledge, interests, attitudes, skills, and credibility.
The idea being transmitted by the sender to the listener. It
Message
includes the three aspects of content, structure, and style.
The medium or vehicle through which the message is sent. It
Channel may be verbal or visual. The latter is often supplemented with
pictorial and aural channels.
The target of communication. She/he is the destination of the
Receiver message, the listener, with his/her own purpose, knowledge
and interest levels, attitudes, and listening skills.
The reaction given by the listeners to the sender of the
Feedback
message? It is what completes the communication process.

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I I - ASPECTS OF COMMUNICATION
Verbal Communication and Nonverbal Communication

SJB
Verbal Communication is about language, both written and
spoken. In general, verbal communication refers to our use of
words (This is the aspect that makes use of words. It may be
oral or written, formal or informal.)

Nonverbal Communication refers to communication that

occurs through means other than words, such as body
language, gestures, and silence. (This aspect does not make
use of words but may enhance or change the linguistic
code. It has the following three elements.)

SJB
a. Nonlinguistic Elements
These are the devices used in conveying messages without entirely relying on
language. These non-speech elements fall under seven categories.

1. Kinesics (the language of the body)

Kinesics is the
interpretation of body
motion communication
such as facial expressions
and gestures, and
nonverbal behavior
related to the movement
of any part of the body or
the body as a whole. https://www.trainingconnection.com/business-communication/body-language-basics.php

SJB
 2. Proxemics (the language of space)
https://www.scienceofpeople.com/proxemics/
Proxemics in communication
involves the distance
between ourselves and
others when having a
conversation, delivering a
speech or a lecture, or
sharing an intimate moment.
The amount of space we
leave between the other
person and ourselves can
signal our level of trust or
relationship with that person.
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3. Chronemics (the language of the time)
Chronemics is the study of
the use of time in nonverbal
communication. Time
perceptions include
punctuality, willingness to
wait, and interactions. The
use of time can affect
lifestyles, daily agendas,
speed of speech,
movements, and how long
people are willing to listen.
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4. Haptics (the language of touch)
Haptic communication is a
branch of nonverbal
communication that refers to
the ways in which people
and animals communicate
and interact via the sense of
touch. Touch is the most
sophisticated and intimate of
the five senses.

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5. Olfactics (the language of smell)
Olfactics involves
communicative functions Burnt
associated with the sense Fresh
of smell, such as body Musty
odors, the use of Rotten
perfumes, etc. These may Sour
be genetically defined Sweet
and rely on a more
spontaneous form of https://www.google.com/url?sa=i&url=https%3A%2F%2Fbabysignlanguage.com%2Fdictionary%2Fstinky%2F&psig=AOvVaw13MCQntKO1VItAxmJuuV6p&
ust=1678143516145000&source=images&cd=vfe&ved=0CBAQjRxqFwoTCPCh3vDxxf0CFQAAAAAdAAAAABA0

communication.

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6. Artefactual (the language of objects)
Artefactual
communication concerns
the messages conveyed
by objects that are made
by human hands. Thus,
aesthetics, color, clothing,
jewelry, and even hairstyle
are considered
artefactual.

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7. Physical Appearance
Our choice of color, clothing,
hairstyles, and other factors
affecting appearance are
also considered a means of
nonverbal communication.
According to what people
see when they first set their
eyes on you, judgments
about your personality and
abilities are going to be
concluded.

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 8. Paralinguistics
Includes factors such as tone
of voice, loudness,
inflections, and pitch. Even
silence can have different
meanings. For example: in
North Canadian natives will
not tolerate quiet
companions for a long
period, but in India silence is
https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.javatpoint.com%2Fadvantages-and-disadvantages-of-non-verbal-
communication&psig=AOvVaw0HdVrKUzIKiWmKOl70X3QD&ust=1692444046476000&source=images&cd=vfe&opi=89978449&ved=0CBAQjRxqFwoTCJD7zcOL5oADFQAAAAAdAAAAABAE
used to promote harmony,
cooperation, and other
collective values.

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9. Oculesics
Communication using the
eyes like gazing, eye
movement, etc. Example: in
North America, it is common
to look into the eyes when
people talk, while in some
Middle Eastern Countries, this
is considered disrespectful.
https://www.google.com/url?sa=i&url=http%3A%2F%2Fwww.relationship-buddy.com%2Fnonverbal-
communication.html&psig=AOvVaw3xquazKhFGlVb5O1pQ7oKR&ust=1692444166881000&source=im
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b. Paralinguistic Elements
Paralinguistics are the aspects of spoken communication that do not involve words. These
may add emphasis or shades of meaning to what people say. Some definitions limit this to
verbal communication that is not words.
1. Vocal Quality
Vocal qualities include
volume, pace, pitch, rate,
rhythm, fluency, articulation,
pronunciation, enunciation,
and tone, to name a few.
These qualities make your
presentation interesting,
engaging, and pleasant to
listen to. They keep the
listeners attuned to your
content.
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2. Pitch
Is the relative highness or
lowness of a tone as perceived
by the ear, which depends on
the number of vibrations per
second produced by the vocal
cords. Pitch is the main acoustic
correlate of tone and
intonation.

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3. Tempo
Tempo is a measure of the
number of speech units of a
given type produced within a
given amount of time.

https://www.trainingconnection.com/business-communication/body-
language-basics.php

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4. Volume
Volume is how loud, or quiet,
you are speaking at a given
time. If you are speaking in front
of a group, such as calling out
a pet owner's name in the
lobby, you may need to project
your voice so that everyone
can hear you.

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5. Juncture
Juncture in linguistics is the
manner of moving (transition)
between two successive syllables
in speech. An important type of
juncture is the suprasegmental
phonemic cue by means of
which a listener can distinguish
between two otherwise identical
sequences of sounds that have
different meanings.
Indicates the need for a
Single bar slight pause between two
(/) thought groups in a
sentence
Double bar
Indicates the need for a
(//)
longer pause between two,
thought groups in sentence
Characterizes a drop in
Double pitch. The pausing time
cross (#) responds to a need for a
semi-colon, colon or period.
SJB
c. Metalinguistic Elements
Is the abstract element that takes place in the mind of communicators –
their awareness of the component units of language – sound, words, phrases, and
sentences. This enables the language user to think about language
independently of his/her comprehension and production abilities, talk about it,
analyze it, and judge it as to its correctness or appropriateness. This linguistic
intuition makes him/her decision about the grammatical acceptability of the
language s/he produces and receives.
This implies that we must be careful with our behavior because it
considerably speaks louder than the other words we utter. Better still, we have to
observe the consistency in what we say and in what we do or miscommunication
will ensue.

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 III. TYPES OF
COMMUNICATION
1. Intrapersonal

Communication within
oneself. It involves
thinking, remembering,
and feeling – all things
we do internally.

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2. Interpersonal
Communication among a
relatively small number of
people. Much of our
communication takes
place at this level. It may
be:

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a. Dyadic – This is the communication between two people. It
may be face-to-face such as in ordinary conversations,
dialogs, or interviews. Telephone conversation is also dyadic.
b. Tryadic – This communication has been participated by
three people.
c. Small group – Here, more than three people communicate.
This is the enlarged type of communication usually done to
solve problems. The committee, panel, symposium,
brainstorming, and small business meetings are good
examples of small group communications.

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3. Public Communication
Involves communication
between one and several
other people. This is the
large group type of
communication. A public
speech is an example.
Primarily it is a monologue
one engages in rather
than a dialog.

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4. Mass Communication
It covers other forms of
public communication.
These are the printed form,
radio, television, and
movies. The tools/materials
used are called mass
media.

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5. Organizational Communication
Communication in the
organization. It may be
horizontal or vertical.
The letter one may be
upward or downward.

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IV. COMMUNICATION
PROCESS
1.Stimuli/us – triggering event of the communication
process (events, conditions, situation, feelings, or
emotions)
2.Ideation – idea fed by stimulus…formulated and
organized to answer a need to communicate
3.Encoding – the idea which is being organized is put
into code to make transmission possible (sounds or
words)
4.Transmission – encoded message sent through a
chosen appropriate channel or medium.
5. Reception – the message, which has been sent through a medium selected by the sender, reaches the receiver

6. Decoding – the codes or symbols used to transmit messages are converted into ideas or mental images to be interpreted by the receiver .

7. Understanding – transformed into thought or mental images, having been interpreted now becomes clear to the receiver

8. Action – the last stage of the communication process…the receiver responds to the message of the sender

SJB
1. Stimuli/us – triggering event of the communication process (events, conditions, situation, feelings, or emotions)

2. Ideation – idea fed by stimulus…formulated and organized to answer a need to communicate

3. Encoding – the idea which is being organized is put into code to make transmission possible (sounds or words)

4. Transmission – encoded message sent through a chosen appropriate channel or medium.

5. Reception – the message, which has been sent through a

medium selected by the sender, reaches the receiver
6. Decoding – the codes or symbols used to transmit
messages are converted into ideas or mental images to be
interpreted by the receiver.
7. Understanding – transformed into thought or mental
images, having been interpreted now becomes clear to
the receiver
8. Action – the last stage of the communication process…the
receiver responds to the message of the sender
SJB
2 MODELS OF
COMMUNICATION

Prepared by: Sir Jem Baldon

 COMMUNICATION MODELS
• “The Art Of Communication Is The
Language Of Leadership.” (James
Humes)
• To communicate properly, one cannot
simply strive to express oneself and leave
understanding to fate; one must also
learn how to organize one’s thoughts,
control one’s emotions, use one’s words
to articulate concepts and arguments,
and express oneself in the best way
possible.
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• According to James Berlin (1982), one of the major
proponents of the New Rhetoric, “In teaching writing, we
are not simply offering training in a useful technical skill that
is meant as a simple complement to the more important
studies of other areas. We are teaching a way of
experiencing the world, a way of ordering and making
sense of it” (776)
• … whether this is in writing, reading, listening, or speaking -
these are the tools that help us analyze, critique, and
negotiate

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• According to Denis Mcquail and Sven Windahl (2013), in their
book Communication Models For The Study Of Mass
Communications, “a model seeks to show the main elements of
any structure or process and the relationship between these
elements…it helps in explaining by providing in a simplifies way
information which would otherwise be complicated or
ambiguous.” (2)
• Professor Ramona S. Flores (2016), in her book Oral
Communication In Context, discusses four models of
communication in the chapter, “Explaining the Nature of
Communication.”

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• Aristotle (around 5 B.C.) explains that speakers should adjust
their messages according to their audience and the
occasion to achieve a particular effect.

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• David Belo, S-M-C-R emphasizes the four components of
the communication process. These are the sender,
message, channel, and receiver. This model focuses on
encoding and decoding.

SOURCE Encodes → MESSAGE CHANNEL Decodes → RECEIVER

Communication Content Hearing Communication
Skills Skills
Elements Seeing
Attitudes Attitudes
Treatment Touching
Knowledge Knowledge
Structure Smelling
Social system Social system
Code Tasting
Culture Culture

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 Who Says What In Which Channel To Whom With What Effect
→ → → →
Communication Message Medium Receiver Effect

• Harold D. Lasswell (1902-1978), this model is often used as an

analysis tool for evaluating the communication process and
components., this is also used for interpersonal communication
or group communication to disseminate messages to various
situations. He talked about the relation between the
presentation of facts and how it generates different effects. This
model is more focused on the outcome and generally used for
media persuasion.

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• Wilbur Schramm in the late 1940s. It provides a straightforward approach to
communicating, with sender and receiver trading back and forth in a circular
pattern. In this model, pay attention to the role of the interpreter. Encoding and
decoding are not automatic processes both go through the filter of the
interpreter., a message may succeed or fail, based on the interpreter’s
appreciation of the message. There are times when the sender and receiver
may apply different meanings to the same message, and this is termed
“Semantic noise” (Communicative Theories.org).
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 Sender Transmitter Reception Receiver

Shannon-Weaver’s Model of Communication model was created by Claude

Shannon and Warren Weaver (Flores, 2016)… According to Flores (2016), this is
also often called the “Telephone Mode,” since it was developed because of
the technology and the experience of the “noise” coming from the
switchboard.

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• For the message to reach the receiver, there must be a common field
of experience between the sender and the receiver. According to
Sneha Mishara (2017), this field of experience may constitute “culture,
social background, beliefs, experiences, values, and rules.”

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• According to White, it is possible to begin at any of the stages outlined in his
model. People are under the mistaken impression that when
communicating, we usually start with thinking, but that is not necessarily the
case… The most important contribution from Eugene White’s model is the
concept of feedback, which can only be processed by the speaker if he or
she has been monitoring the audience or the listener. Hence, the speaker
must also pay attention to the listener’s verbal and non-verbal cues (Flores,
2016).

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 In conclusion, communication is not a simple process that
starts with the speaker and ends with the listener – there are many
factors that should be considered. When it comes to the message,
how the message is organized and what field of experience it
comes from should be taken into consideration. When it comes to
the sender, the best communication is the one that involves
feedback. Furthermore, there are several kinds of “noise” that
may severely affect the reception of the message and thus,
should be considered and avoided. Cultural differences,
technology, and interpretation need to be considered as well. To
be a good communicator, one needs to pay attention to how
people are responding to the message and adjust accordingly,
rather than being preoccupied with simply expressing oneself.

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3 ETHICS IN
COMMUNICATION

Prepared by: Sir Jem Baldon

 QUESTIONS

1. What do you think are the problems in

communication?
2. How can we fix those problems or
issues?

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• In this lesson, you will find out that there are different
guidelines in communicating in an ethical manner.
• It is important to understand that whatever we
communicate should be guided by certain ethical
principles. the US National Communication Association
(NCA, 1999) discusses this in their Credo for Ethical
Communication, stating that, “Ethical Communication is
fundamental to responsible thinking, decision-making, and
the development of relationships and communities within
and across contexts, cultures, channels, and media…”

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 WHAT IS ETHICS?
• Is derived from the Greek word ethos
which means characteristic way of
acting
• Ethos includes cultural mannerism,
religion, politics, laws and social
aspirations of a group of people
• A science of the morality of human
acts…actions reflect the motive of
the doer…
• Study of motivation, and ultimately
of human behavior..

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• … Moreover, ethical communication enhances human
worth and dignity by fostering truthfulness, fairness,
responsibility, personal integrity, and respect for self and
others. We believe that unethical communication threatens
the quality of all communication and consequently the
well-being of individuals and the society in which we live.

SJB
 FOUR PRINCIPLES OF COMMUNICATION
(RELEVANT FOR STUDENTS TODAY)
1. “advocate truthfulness, accuracy, honesty, and reason as essential
to the integrity of communication” (NCA, 1999)…It is important to be
reasonable, rather than to be too emotional or threatening when
we communicate.
2. “freedom of expression”, diversity of perspective, and tolerance of
dissent to achieve the informed and responsible decision-making
fundamental to civil society” (NCA, 1999)…It is important to foster an
environment where people feel safe enough to express what they
think and feel, and for these expressions to be met with reasonable
dialogue and debate, rather than outright censure or violence.

SJB
1. “advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of communication” (NCA, 1999)…It is important to be reasonable, rather than to be too emotional or threatening when we communicate.

2. “freedom of expression”, diversity of perspective and tolerance of dissent to achieve the informed and responsible decision-making fundamental to a civil society” (NCA, 1999)…It is important to foster an environment where people feel safe enough to express what they think and feel, and for these expressions to be met with reasonable dialogue and debate, rather than outright censure or violence.

3. “condemn communication that degrades individuals and humanity

through distortion, intimidation, coercion, and violence, and through
the expression of intolerance and hatred” (NCA, 199)…This
condemnation is important because it safeguards society from
racism, sexism, and violence against oppressed people.
4. “Accept responsibility for the short and long-term consequences of
our own communication and expect the same of others”…there are
people who do not feel accountable for their actions… if one risks
communicating maliciously, spreading false news, or inciting hatred
or violence, he or she should be ready to face the consequences of
such action

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 Every time we communicate, we should consider the
consequences of our actions. If people were more
responsible in their use of communication, there would be
less conflict in this world. Even though the four principles
above are short and concise, they are important, because
they help us discern the difference between ethical and
unethical communicators.

SJB