PURPOSIVE 6.
MASS COMMUNICATION
COMMUNICATION
SEVEN LEVELS OF
COMMUNICATION
1. INTRAPERSONAL
COMMUNICATION
 Restricted to self.
 Confined as thoughts.
 Extremely private.
2. INTERPERSONAL
COMMUNICATION
 One-on-one
conversation.
 Between two people.
 Swap roles as sender and
receiver.
 Continuous cycle of
response.
3. SMALL-GROUP
COMMUNICATION
 Between 3 to 20
individuals.
 Relational and social.
 E.g. press conference
and meetings.
4. PUBLIC COMMUNICATION
 One addresses a large
gathering.
 One presenter and an
audience.
 Limited feedbacks.
 E.g. lectures, campaigns,
speeches.
5. ORGANIZATIONAL
COMMUNCIATION
 Can either be external or
internal.
 Achieves organizational
effectiveness.
 Downward, upward and
horizontal.
 Print and broadcasts to
reach a wider coverage.
 E.g. radio, newspaper,
television.
7. CROSS-CULTURAL
COMMUNICATION
 People from different
cultures communicate
based on acquired
manners and values.
 Promotes cultural
awareness to
understand various
cultures.
FUNCTIONS OF
COMMUNICATION
1. REFERENTIAL OR
INFORMATIONAL
COMMUNICATION
 Corresponds to a
message that describes
an object, situation, or
mental state through
descriptive statements.
 E.g. The ball is round
2. EXPRESSIVE OR
EMOTIVE/AFFECTIVE
FUNCTION
 How the sender`s
expression can exude
his/her internal state but
does not alter the
denotative meaning of
the message.
 emotion
 E.g. You`re amazing
3. CONATIVE FUNCTION
 Engages the receiver to a
direct action.
 Command/straight to
the point.
 E.g. Clean your room
 4. POETIC FUNCTION
 Focuses on the code
used in operative
function in a message
such as in use of slogans.
 E.g. “You are in good
hands with metrobank”
5. PHATIC FUNCTION
 Signifies language for the
sake of interaction.
 E.g. Good Morning, Hello
6. META-LINGUAL / META-
LINGUISTICOR REFLEXIVE
FUNCTION
 Uses language to
describe/discuss the
language itself
(language).
 E.g. Logos means “study”
while Psyche means
“mind or soul”.
COMMUNICATION MODELS
1. LINEAR MODEL OF
COMMUNICATION
 Simple one way
communication model.
 Flows in a straight line
from sender to receiver.
 A receiver does here is
to receive the message.
2. INTERACTIVE MODEL
 Its only flaw is it depicts
communication as a one-
way process.
 The sender/speaker of
the message listens to
the feedback of the
receiver/listener and
take turns. (swap)
 Feedback is given
verbally or non-verbally.
3. TRANSACTIONAL MODEL
 Communicators can both
send and receive
messages
simultaneously.
 Communication is a
dynamic process which
changes over time.
COMMUNICATION ETHICS
1. TRUTHFULNESS AND
HONESTY
- Accuracy of language and
facts.
2. INTEGRITY
- Moral responsibility of the
communicator.
3. FAIRNESS
- Impartiality and balance.
4. RESPECT
- Courtesy and goodwill.
5. RESPONSIBILITY
- Accountable to one`s
words.
4C`s MODEL OF EFFECTIVE
COMMUNICATION
1. COMPREHENSION
- Understanding the
message.
2. CONNECTION
- Message elicits reaction
from the audience.
3. CREDIBILITY
- Audience needs to believe
on what you are saying.
4. CONTAGIOUSNESS
- Message is so impactful that
it is spread around and
talked about.
 GOALS OF
COMMUNICATION
1. SELF PRESENTATION
GOALS
- How one wants to be
perceived/projected.
2. RELATIONAL GOALS
- How a relationship is
developed, maintained, or
terminated.
3. INSTRUMENTAL GOALS
- Compliance and
understanding are gained in
communication, including
managing conflicts and
achieving reciprocity.
CRITERIA IN ASSESSING
COMMUNICATION
COMPETENCE
1. ADAPTABILITY
- Flexibility to make
adjustment.
2. CONVERSATIONAL
INVOLVEMENT
- Interaction through verbal
and non-verbal gestures.
3. CONVERSATION
MANAGEMENT
- Control and regulate COM
in changing moods or
topics.
4. EMPATHY
- Ability to put someone in
someone`s shoes.
5. EFFECTIVENESS
- Achieve the objectives.
6. APPROPRIATENESS
- Meet the expectation in any
communication situation.
COMMUNICATION AND
GLOBALIZATION
Own answer.
IMPACT OF GLOBALIZATION
 Helped open more
opportunities such in business
which is a great help in the
economy.
 Interactions/communication
with other countries became
much easier.
ISSUE ON THE IMBALANCE
OF GLOBAL
COMMUNICATION
 DIGITAL DIVIDE
- Gap between countries with
access to digital technology
and those who don`t.
POWER OF ICT
 Technology - is a design for
instrumental action that
reduces the uncertainty in the
cause-effect relationships
involved in achieving a desired
outcome.
SOCIAL MEDIA AND ITS
APPLICATIONS
 Social Media – refers to the
web-based and mobile
communication applications
that let people interact with
each other and builds
networks.
 USES OF 7C`s CHARACTERISTICS OF
1. COMMUNICATING SOCIAL MEDIA
- Conveying information. (SM vs. MASS MEDIA)
2. CAUSE-SUPPORT 1. QUALITY
- Solving societal problems. - High variance.
3. COMPETITION 2. REACH
- Judging in socmed contests. - Multiple points.
4. COMMUNICATION 3. FREQUENCY
RESEARCH - Not determined.
- Venue for polls and research. 4. ACCESS
5. CONNECTING OTHERS - Available to public at little cost.
- Based on shared interest. 5. USABILITY
6. CLIENT SERVICE - Moderate skills.
- Online selling or complaints. 6. IMMEDIANCY
7. COMMUNITY SERVICE - Instantaneous
- Build communities without 7. PERMANENCE
third party platforms.
- Can be altered by editing.

FUNCTIONS OF SOCIAL PROPER USES OF SOCIAL

MEDIA MEDIA
1. IDENTITY  Know your intentions.
- Personal info(e.g. age, gender).  Be your authentic self.
2. CONVERSATION  If you tweet, be kind.
- Updates.  Offer random tweets of
3. SHARING kindness.
- Exchange, distribute, receive.  Experience now, share later.
 Be active, not reactive.
4. PRESENCE  Respond with full attention.
- Appearing active.  Use mobile social media
5. RELATIONSHIP sparingly.
- Connect with friends & family.  Practice letting go.
6. REPUTATION  Enjoy Social Media.
- Level of trust through image.
7. GROUPS
- Form communities.