PURPOSIVE COMMUNICATION

PUP, COLLEGE OF ARCHITECTURE

PROFESSOR: JOSCELLE JOYCE RIVERA | 1ST SEMESTER | A.Y. 2023 - 2024

RECORDED LECTURE TRANSCRIPT # 1: COMMUNICATION IN MULTICULTURAL CONTEXT

LESSON OBJECTIVES 2. When it comes to Arabic:

● “Naskh”
At the end of the lesson, you should be able to: ○ Arabic Style of Writing
1. increase cultural and intercultural awareness;
○ They start from right to left.
2. develop sensitivity in communication of ideas;
3. demonstrate an awareness of the reality of cultural diversity.
● “Al Abjadiya”
COMMONLY MISPRONOUNCED WORDS ○ Arabic lettering

1. Faux pas ● Pronounced “Foh pah”

● An embarassing mistake you make in
public.
3. Form of Greeting
2. Yves Saint ● Prounounced “Eeves sant lawra” ● Americans tend to shake hands as a form of
Laurent ● Fashion label. greeting.
● On the other hand, Indians tend to say “namaste” as
3. Versace ● Pronounced “Verrsache” a form of greeting.
● Fashion company. ○ Means “greetings to you” or “I bow to you”.

4. Louis Vuitton ● Pronounced “Luwi Viton”
● Fashion house and company.
5. Eau-de-toilette ● Pronounced “Uuw-de-twohlet”
● Pleasant smelling liquid.
● Fragrance concentration is 5% to
15%.
● Could last for 3-13 hours.
6. Eau-de-cologne ● Pronounced “Uuw-de-kolon”
● Lowest fragrance concentration 2% to
4%.
● Could only last for 2 hours.
7. Eau-de-parfum ● Pronounced “Uuw-de-parfum”
● Has a stronger scent than
Eau-de-toilette
● Fragrance concentration is 15% to
20%.
● Could last for 24 hours
4. Fax pas (“fohpah”) could happen when you are not aware ofn
the cultural differences of the people you encounter.
● Last April 2009, Michelle Obama accidentally broke
the protocol of touching the late Queen Elizabeth II
(address her as “your majesty”)
● There's a royal protocol that no PDA and touching
the Monarch. It is strongly discouraged so that is a
FAA well can
● Since Queen Elizabeth was welcoming. I was not
really a big deal.
● But even if it's like that you know you have to you
have the responsibility to know what's right from
what's wrong, especially when immersing into the
culture of other people.

PERCEIVE
5.
With the emergence of the global Society the academic and
professional environments have become multicultural, that means
you coexist with people from diverse or different cultural
backgrounds, beliefs, religion, gender, nationalities, and ethnicity.
FOR EXAMPLE
1. It is very normal for Americans to shake hands as a form of
greetings but not for the Japanese who bow when they greet
each other. Another IS "nodding” to mean "yes" in some
nationalities like Indians and Latin Americans, but in other
countries like Syria, Turkey, and Greece "nodding" means
"no."
Even multinational companies cannot get away with troubles
in Language and Cultural difference
● Ke-kou-ke-la is a multinational company most
popularly known as the Coca-Cola company.
● The company mistakenly put Ke-kou-ke-la on the
bottles which means “bite the wax tadpole”
● Which was already manufactured and produced but
since it has a negative meaning, they changed it to
“Ko-kou-ko-le” meaning “Happiness in the mouth”.

JOHN WILSON S. ARGUELLES 1

 PURPOSIVE COMMUNICATION
PUP, COLLEGE OF ARCHITECTURE
PROFESSOR: JOSCELLE JOYCE RIVERA | 1ST SEMESTER | A.Y. 2023 - 2024

THE DEVELOPMENTAL MODEL OF CULTURAL SENSITIVITY

Satage 6: Integration A person in the integration stage might
be heard talking: "I can view things
BENNETT (2004)
from the perspective of different
● The developmental model of inner cultural sensitivity or DMIS cultures.
has six stages
● Dr Milton Bennett frameworked to explain the reactions of
people to cultural differences. He observed that individual
INTERCULTURAL COMMUNICATION SKILLS
confronted cultural differences in some predictable ways as
they learn to become more competent in our cultural CORE SKILLS
communicators.
● Dr Milton Bennett says we still have to undergo 6 stages
before we fully embrace the culture of other countries. Ability to express understandable and culturally sensitive thoughts,
feelings, opinions and expectations.

Ability to engage and immerse in the local culture and language.

Ability to establish shared meanings with the local people to avoid

stereotyping and miscommunication.

Ability to develop a language capacity such as using local greetings

and opportunities to use the local language in other contexts.

Ability to empathize with how the locals see the world.

GENERAL GUIDELINES FOR COMMUNICATING IN A

MULTICULTURAL CONTEXT
PNEUMONIC - DDMAAI
CORE SKILLS
Stage 1: Denial A person in the denial stage might be
heard telling "All cities are, the same;
they all have tall structures, fast food Avoid asking inappropriate personal questions.
chains, and coffee shops.
Avoid stereotyping or generalizing certain groups. Keep an open
Stage 2: Defense A person in the defense stage might be mind and be flexible.
heard talking: "This culture does hot tell
life the way we do; our culture is Avoid using jargons, cliches, highfalutin terms, technical terms,
certainly advantageous. "Their acronyms, and gender-biased language.
practices are better than mine; I wish I
were one of those. Be sensitive, polite, tactful, and respectful at all times particularly in
relation to cultural practices, attitudes, land beliefs. Learn and
Stage 3: Minimization A person in the minimization stage understand the value of diversity.
might be heard telling: "Once we look
through the cultural differences, we Develop intercultural communication skills.
surely are just the same!'
Eliminate gender-biased words or sexist language particularly in
Stage 4: Acceptance A person in the acceptance stage writing.
might be heard talking: "These
individuals and I have various values
In case you do not get the message conveyed by the person you are
and experiences, and I know we can
communicating with, request him/her to repeat the message or
gain knowledge from one another.
simplify it.
Stage 5: Adaptation A person in the adaptation stage might
Learn and observe physical distance o space in dealing with other
be heard saying: "To solve our issue, I
people. Ir some cultures, shaking hands anc hugging may not be
have to re-align my approach to see
appropriate.
both my own and my counterpart's
background.
Listen attentively when others are speaking.

Observe patience in listening to other people's ideas, which nay not

JOHN WILSON S. ARGUELLES 2

 PURPOSIVE COMMUNICATION
PUP, COLLEGE OF ARCHITECTURE
PROFESSOR: JOSCELLE JOYCE RIVERA | 1ST SEMESTER | A.Y. 2023 - 2024

be the same as yours.

WAYS TO AVOID GENDER-BIASED LANGUAGE
Pay attention to your non-verbal communication. Learn non- verbal
cues of other cultures. A. Substitute gender-biased pronouns with articles/
determiner
Respect a person's rights to confidentiality and privacy. Sexist: Every employee is entitled 'to his 13th month pay.
Non-sexist: Every employee is entitled to a 13th month
Show Consideration. pay

Speak gently and politely; never shout to be understood. B.
Stay calm, cool, and composed when you make a mistake or feel
embarrassed by others. Culturally, others do not mean to embarrass
you.
Use plural pronouns instead of singular pronouns.
Sexist: Each employee must submit his proposal next
week.
Non-sexist: All employees must submit their proposal next
week.

Make positive interpretations of the actions and words of other C. Use either/or pronouns (he/she, his/her, his/hers).
people. However, avoid putting men first all the time.
Sexist: Every applicant must fill out his own application
When you feel strange or uncomfortable about something being form.
communicated by other people… Non-sexist: Every applicant must fill out his/her own
application form.
request them to clarify their meanings and intentions before you
express your emotions and ideas. D. Use second person pronoun (you, your) over third
person pronoun (he, she). Be careful not to change the
meaning of the statement.
GENDER-BIASED WORDS OR SEXIST LANGUAGE Sexist: The sales manager should prepare his marketing
proposal for our new product.
Non-sexist: You should prepare your marketing
SEXIST LANGUAGE NEUTRAL
E. Use appropriate titles Sexist: Dear Sir (unknown
Chairman Chair/Chairperson
addressee)
Sexist: Dear Sir or Madame (unknown addressee)
Salesman Salesperson Non-sexist: Attention: HR Manager
Congressman Legislator

Spokesman Spokesperson

Foreman Supervisor

Stewardess Flight Attendant

Waitress Server

Policeman Police Officer

Fireman Firefighter

Man-made Manufactured

Businessman Business Executive

Manpower Workforce

JOHN WILSON S. ARGUELLES 3