While verbal communication uses spoken words and non-verbal signals (e.g.

voice quality, intonation,

pitch, stress, facial expressions, and gestures) to convey a message, non-verbal communication
focuses on the aspects of human kinetics and physical appearance.
The two forms of communication may not take place at the same time, but it cannot
be denied that communication is more effective with the two of them sending and supporting the
message together. They go hand-in-hand most of the time.

TYPES OF NON-VERBAL COMMUNICATION

*BODY MOVEMENTS/KINETICS/KINESICS
Also known as body kinetics, they might come in different categories, such as:

 Emblems:
These are body movements,
which have direct translations
into words.

 Illustrators:
These are used to accent, emphasize, or reinforce words.

 Regulators:
These are signs showing control of the back-and-forth nature of speaking and listening. They
might signal the beginning and end of the interaction.

 Display of feelings: - natural or spontaneous

A person’s face and body movements may convey how intense his or her emotions are.

 Adaptors:
These are non-verbal ways used in adapting to the situation. Usually, these are implied
meanings that the speaker would like to say but chooses to express them through action instead. - a
series of body movements

*PARALANGUAGE/VOCALICS – reveals to intention of the speaker

It refers to the ways of saying something. It includes such characteristics as:
Rate: speed of speaking
Pitch: highness or lowness of voice
Volume: loudness
Intonation: rise and fall of voice in speaking
Gasps: sudden inhalation through the mouth
Sigh: loud exhalation through the mouth
Throat- clearing: soft coughing

*SPACE AND DISTANCE/PROXEMICS

Space and distance are studied in PROXEMICS, the study that deals with the amount
of space that people feel is necessary to set between themselves and others.

 Intimate distance
In this situation, people are in direct contact with each other or are in no more than 18
inches apart. People feel irritated and intimated when this distance is violated.

 Personal distance
People may stay anywhere from 18 inches to four feet from each other as in casual and
personal conversations. This distance is close enough to see each other’s reactions but fair enough
not to encroach on the other person’s intimate distance.
Social distance
When talking to persons unknown to the speaker, he/she must keep distance of 4 feet to 12
feet. This is mostly done in personal business and social gatherings or interviews which is expected to
be more formal.

Public distance
It is a distance of more than 12 feet typically used in public speaking. There is a need for the
speaker to speak loudly and to use exaggerated gestures for the audience to understand what he is
trying to convey. Furthermore, there is a necessity for the availability of gadgets to aid in sound
projection.

TOUCH/HAPTICS
The kind of touch used in communication reflects the meaning of the relationship
between the sender and the receiver. The more intense the relationship, the more frequent and more
intimate the touch is.

TIME/CHRONEMICS
There are two kinds of people based on time: punctual and late. For example, a student who
is always late in class conveys the message that he is not interested in the subject or he does not
respect the teacher.

TYPES OF NON-VERBAL COMMUNICATION

NON-VERBAL COMMUNICATION BASED ON STEREOTYPE OR BIASES OF THE SOCIETY

BODY TYPES
Refers to the appearance of his body (e.g. shape and size). Wells and Suiegel found out the
meaning of each body type in their research.

 Ectomorph (thin):
It means ambitious, younger,
more suspicious of others,
more tensed and nervous,
inclined to be more difficult,
more pessimistic, and quieter.

 Endomorphs (fat)
It means more fashionable, lazier, weaker, more talkative, older, more warm-hearted and
sympathetic, more good-natured, agreeable, more dependent on others, and more trusting.

 Mesomorph (muscular/athletic)
It means stronger, more adventurous, more mature, more reliant, younger, and taller.

ATTRACTIVENESS
People who are deemed attractive get more positive responses than those who are
perceived to be not attractive. The physical attributes of a person may mean something to the people
around her.

They get more dates

They receive higher grades in college
They persuade the opposite sex easier when compared to those who are not attractive
They are more sensitive
They are stronger
They are kinder
They are stronger
They are more sociable
They are more confident
They are more interesting
They are more trustworthy

BODY ADORNMENT
This involves form of clothing, make-up, jewellery, and hairstyle.
According to a
survey, women notice
first the clothes, then
the eyes followed by
the body built.

CULTURAL APPRECIATION AND CULTURAL APPROPRIATION

The main difference between cultural appreciation and cultural appropriation is the INTENT and
RECOGNITION behind utilizing another culture.
Hence, cultural appreciation implies goodwill and sincere intentions while cultural
appropriation implies selfish desires and utter disregard for other people’s traditions and beliefs.

CULTURAL APPRECIATION

 When someone utilizes another culture with the intent of respecting it and wanting to learn
more about it.
 When someone seeks to understand and learn about another culture in an effort to broaden
their perspective and connect with others cross-culturally
 When elements of a culture are used while honoring the source where they came from
 It involves respect and value
 When the use of another culture aims to preserve and promote tradition
 When the owner of the culture gives permission for the use of their traditions or symbols

In the Philippines, the National Commission for Culture and the Arts (NCCA) in Intramuros, Manila is
the official government agency that serves as the overall policy-making body, coordinating and
grants-giving agency for the preservation, development and promotion of Philippine culture and the
arts.
All producers and TV networks that depict Philippine culture on their shows need to
secure a permit from NCAA before proceeding (also for the sake of monitoring).

CULTURAL APPROPRIATION

 The unacknowledged and inappropriate adaption of practices, customs and aesthetics of one
social or ethnic group by members of another community or society

 Taking one aspect of a culture that is not your own and using it for your own personal interest
 Borrowing from a community or culture that is not your own is a kind off cultural plagiarism
 When someone uses another culture without considering the people of that culture to make
money or to simply look fashionable
 When a person changes any aspect of a culture other than his or her own for selfish reasons
There are four types of cultural appropriation that people usually commit, either knowingly or
unknowingly:

 Cultural Exchange
 Cultural Dominance
 Cultural Exploitation
 Transculturation

CULTURAL EXCHANGE is a broad definition given to any mutual sharing of information, usually
between cultures for the purpose of improving friendship and understanding between them.
According to Rogers, it is the “trading of different symbols, genres or technology between two or
more cultures.”
Although not always seen from a negative angle, cultural exchange is still prone to abuse as
many people tend to engage with this out of selfish reasons and desire for wealth.
Furthermore, abuse of cultural exchange may lead to cultural exploitation.

CULTURAL DOMINANCE happens when a stronger culture (main culture) tries to suppress the weaker
culture (subculture) because of discrimination or the desire of the strong to force the weaker culture
to abide by their rules.
In South Africa, the majority of the population are of African descent while the
minority called “white Africans” are of European descent . Yet, under a system of racial segregation
and domination called apartheid, which was legally in effect from 1948 to 1991, the white population
managed to hold political and economic power. South African “whites” thus were the dominant
culture.

CULTURAL EXPLOITATION is the inappropriate, unpermitted, and unacknowledged use of another

culture out of personal or business interest, which abuses cultural values and disrespects traditions.

TRANSCULTURATION is a process of cultural transformation marked by the influx of new cultural

elements and the loss or alteration of existing ones.

For instance, a country considered a melting pot of different cultures eventually

strives to keep its original cultural identity. In the process, the combination of different cultures
creates a new one until the original ones are lost.
Another example is interracial marriage between a Filipino and a foreigner. There is
a chance that the offspring may no longer possess the traditional values of his or her parents since
exposure to their traditions does not always happen.
LESSON 1: CULTURE AND CULTURAL GLOBALIZATION

Culture originates from a French term, which in turn derives from the Latin " colere, " which
means to tend to the earth and grow, or cultivation and nurture

Local Communication is being able to communicate with the members of your local area. It
can either be in your local language (“ mother tongue”), or a common language that you speak within
your town.

Global Communication is the term used to describe ways to connect, share, relate, and
mobilize across geographic, political, economic, social and cultural divides.

CULTURAL GLOBALIZATION

Culture is the lifeblood of a vibrant society, expressed in many ways we tell our stories, celebrate,
remember the past, entertain ourselves, and imagine the future. Our creative expression helps define
who we are, and helps us see the world through the eyes of others.

In this way, cultures can be part of culture globalization which involves the formation of
shared norms and knowledge with which people associate their individual and collective cultural
identities. Henceforth, globalization brings increasing interconnectedness among different
populations and cultures. This has been successful through the use of the Internet, popular culture
media, and international travel.

INDIVIDUAL AND SOCIAL BENEFITS OF CULTURE

1. Intrinsic Benefits
Cultural experiences are opportunities for leisure, entertainment, learning, and sharing experiences
with others.

2. Improved learning and valuable skills for the future

Cultural heritage broadens opportunities for education and lifelong learning, including a better
understanding of history.

3 Better health and well-being

Participation in culture contributes to healthy populations in several ways

4. Vibrant Communities
The benefits of culture for individuals can spill over to society as a whole. Culture helps build social
capital, the glue that holds communities together.

ECONOMIC BENEFITS OF CULTURE

1. Contribution to job creation

Economic opportunities created by culture have taken on greater importance as economies
transition from the industrial model, and work based on physical labor, to a new model in which
knowledge and creativity drive productivity and growth.

2. Contribution to tourism
Culture makes a significant contribution to the tourism industry, further supporting job creation and
encouraging infrastructure development.
3. Cultural Planning
Increasingly, municipalities are recognizing the contribution of culture to a sense of place, quality of
life, and community and economic prosperity through a process called “cultural planning”.
Culture influences many parts of people’s lives including food, dress opinions, identity, music,
buildings, manners, social interaction, and language. We need to understand other’s cultural
backgrounds to make sense of different opinions and viewpoints.

Cultural awareness is important in creating cross-cultural understanding and acceptance. It

can give us a better understanding of our own culture and how it is perceived by outsiders.

Similarly, culture is the customer beliefs, social forms, and material traits of a racial, religious,
or social group. Moreover, culture makes up a large part of our day-to-day life. Thus, cultural
differences include differences in food, clothes, religion, and language.

Non- Verbal Communication

Body Language is different and must be learned effectively to communicate the intended message
w/o giving unintended insults.
It is everything from our facial expressions to eye contact, to our gestures, stance, and posture.

1. Eye Contact
Eye contact during a conversation is vital. It shows attentiveness and interest in what is being said.
Eye contact is similar to a conversation; it goes back and forth between those individuals who are
engaged in a discussion, dialogue, or chat.
In some cultures, eye contact means honesty and straightforwardness, while it may come off as
challenging and rude in others.
In the US, if you have good eye contact with a person, then it generally shows that you are interested
in the person.
In the Middle East, eye contact is much less common and considered less appropriate than in other
countries.
In many Asian, African, and Latin American cultures, extended eye contact can be taken as an affront
or a challenge of authority.
In Western Europe, maintaining almost constant eye contact with another person is considered
proper and polite.

2. Gestures
A gesture is a form of non-verbal communication or non-vocal communication in which visible bodily
actions communicate particular messages either in place of or in conjunction with speech.

Gestures include movement of the hands, face, or other parts of the body
When greeting friends, people in Russia and France kiss each other on the cheek, while people in
other countries greet each other through a firm handshake, a loving hug, and a bow/nod of the head.

3. Directionality
Arabic text turns from Right to Left (RTL) while others, numbers, and Latin text run from Left
to Right (LTR).

Below are some examples of Cultural Differences:

Expressions

In Mediterranean European countries, Latin America, and Sub-Saharan Africa, it is normal or at least
widely tolerated to arrive half an hour late for a dinner invitation, whereas; in most Northern
European countries this would be considered extremely rude.
In England the thumb and forefinger together to form an “O” means OK, whereas; in France, it means
“Nothing or “without any value”.
Laughing is considered a sign of happiness in most countries, but in Japan it is considered a sign of
confusion, embarrassment, or insecurity.
In most countries, shaking the head from side to side means “No” , whereas; in India shaking the head
from side to side means “Yes”.
“Keep your shirt on!” may be frequently heard idiom in the U.S. But if you’re traveling in South Korea.
It’s a smart piece of advice for men. Yes, even at the beach.

Terms

Fart
We all know the English meaning of the word fart, but did you know that fart means speed in
Danish , Norwegian, and Swedish?.
Gift
In German, a gift is not quite as pleasant as in English, it means poison! Taking it a step
further, gifts in Scandinavian languages can mean both poison and marriage.
Crap
In Romanian, crap means carp, which is a type of commonly-eaten fish. To be fair , English
has a fish called crappie.
Brat
As perhaps the most fitting example on our list, brat means brother in Russian, Polish,
Ukrainian, Croatian, and Serbian.
Kiss
Kiss has more juvenile meaning in Swedish ---pee

In order to avoid possible problems, here are some ways on how to be culturally aware:

Engage with other cultures by asking questions.

Be open! Don’t get into thinking your way is the only way of doing something.
Think about what you can learn from them no matter how unusual it is.
Invite someone to share his/her culture with you.
Overcome stereotypes.

Lesson 3: Cultural Sensitivity

It begins with a recognition that there are differences between cultures. These differences
are reflected in the ways that different groups communicate and relate to one another.
Cultural Sensitivity is more than an awareness that there are differences in culture in order to
interact effectively either through verbal or non-verbal communication. People who don’t recognize
differences between cultures fall on stereotyping and discriminating minority groups.

Increasing your relationship and building trust in one another and how complicated it would
have been, might help one’s understanding of the people and cultures around them.
Sensitivity to culture is a set of skills that allows you to understand and learn about people
whose cultural background is not the same as yours.

Increasing Cultural Sensitivity

Prepare yourself
Recognize your fears
Recognize Differences
Recognize differences within the group
Recognize differences in meaning
Be rule conscious

MODES OF COMMUNICATION