Communication is a

requirement for an
individual to
perform in the real
world.
 GLOBALIZATION

Described as the “structural phenomenon of

increasing interdependence among various parts
of the world.” (Cornali and Tirocchi, 2012)

Takes us to understanding of transformation,

advancement, and interdependence.
 Three Major Aspects of Globalization

Advancement Global
Transformation
of Technology Interdependence
• changes in the • numerous • for people and
economy, technological culture
culture, and revolution for becomes a
society. interconnected norm of life.
society
Transformation
Transformation
Transformation
 Transformation

Ctto: Youtube
The Advancement in Technology
The Advancement in Technology

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The Advancement in Technology
 The Global Interdependence
 Call Center Industry / BPO’s

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 The Global Interdependence
 Cross Cultural Appreciation, Understanding, Adaptation
 As a result, Chen (2005) claims…

That the flux and complexity of changes

will continue to increase in the years
ahead and challenge the fundamental
assumptions and beliefs on which modern
people have learned to live.
 Hence…

People should acquire knowledge and skills that

account for “global communication competence”

Because…

Global communication competence can help people

from different cultures to communicate effectively
and productively in the globalizing society.
Communication
Competences
 Swain (1980) and Canale (1983) termed this as
“communicative competence”

• Defined as the synthesis of an underlying system of

knowledge and skills needed for communication.
• In their concept of communication, competence
refers to the (conscious and unconscious) knowledge
of an individual about language and about other
aspects of language use.
Components of CC
Grammatical competence
According to Noam Chomsky, it is the linguistic
competence and Dell Hymes intends by what is
formally possible.
It is the domain of grammatical and lexical
capacity.
Correct sentence formation.
Components of CC

Sociolinguistic competence
Pertains to an understanding of the social
context in which communication takes place
including role, relationships, the shared
information of the participants and the
communicative purpose of their interaction.
 Components of CC

Strategic competence
Relates to the coping strategies the
communicators employ to initiate, terminate,
maintain, repair and redirect communication
 Components of CC

Discourse competence
The ability to interpret individual message
elements in terms of their interconnectedness
and of how meaning is represented in
relationship to the entire discourse.
Global Communication
Competence
Competence
The ability of individuals that relates effectively
to self and others in daily life.

It is an integration of various components based

on the individual’s cognitive, affective and
behavioral abilities.
Guo Ming Chen (2005) conceptualized
competence from three aspects:

1. It is the cognitive ability to understand

situational and environment requirements;
2. It is the motivation to demonstrate the ability to
understand situational and environmental
requirements; and
3. It is the effectiveness and appropriateness for
accomplishing specific goals in interaction.
Chen (2005) defines communication
competence as

An innate individual trait that is not

related to personal intellect or
education.
Weinstein (1969) supports that…

Communication competence is an internal

ability that is naturally enhanced and
luminated through the promotion of empathy
in the process of socialization.
In the global communication context,

Competence further requires individuals to be

equipped with the ability to acknowledge, respect,

tolerate and integrate cultural differences in order

to be qualified for enlightened global citizenship.

(Chen and Starosta, 1997, 2003)

Chen (2005) developed a
“model of global
communication competence”
 GLOBAL MINDSET MAPPING THE
CULTURE
Impel to broaden perspective
Bewilderment of
Motivate to respect diversity Differences
Expect to reconcile conflict
Frustration of Differences
Propel to regulate change
Cognitive Analysis
Orient to globalizing process
Emphatic Immersion

GLOBAL COMMUNICATION
COMPETENCE

UNFOLDING THE ALIGNING THE

SELF INTERACTION
Ceaseless purifying Language ability
Continuous learning Behavioral flexibility
Cultivate sensitivity Interaction management
Develop creativity Identify maintenance
Foster empathy Managing changes
Global Mindset

Mindset is a psychological process

that represents patterns of an
individual or group thinking.
A fixed mental attitude= seeing
things from a specific lens=>
perception and reasoning.
Global Mindset

People with global mindset are characterized as:

Culturally sensitive
Open
Knowledgeable
Critical and Holistic thinkers
Flexible
 MAPPING THE
GLOBAL MINDSET CULTURE
Impel to broaden perspective
Bewilderment of
Motivate to respect diversity Differences
Expect to reconcile conflict Frustration of Differences
Propel to regulate change
Cognitive Analysis
Orient to globalizing process
Emphatic Immersion

GLOBAL COMMUNICATION
COMPETENCE

UNFOLDING THE ALIGNING THE

SELF INTERACTION
Ceaseless purifying Language ability
Continuous learning Behavioral flexibility
Cultivate sensitivity Interaction management
Develop creativity Identify maintenance
Foster empathy Managing changes
Unfolding the Self
 Refers to the ability to look for shared communication
symbols and project the self into another person’s mind by
thinking the same thoughts and feelings and the same
emotions as the person (Chen & Starosta, 1997, 2000b)

 It is a process of transforming and moving oneself from the

lower to higher level of the development ladder of human
beings.
Unfolding the Self
It requires individuals to unfold and expand
the personal characteristics, including:

Flexibility

Sensitivity

Open-mindedness

Motivation
 MAPPING THE
GLOBAL MINDSET CULTURE
Impel to broaden perspective
Bewilderment of
Motivate to respect diversity Differences
Expect to reconcile conflict Frustration of Differences
Propel to regulate change
Cognitive Analysis
Orient to globalizing process
Emphatic Immersion

GLOBAL COMMUNICATION
COMPETENCE

UNFOLDING THE ALIGNING THE

SELF INTERACTION
Ceaseless purifying Language ability
Continuous learning Behavioral flexibility
Cultivate sensitivity Interaction management
Develop creativity Identify maintenance
Foster empathy Managing changes
Mapping the Culture
Global communication competence requires a
cognitive ability to map a person’s or another
person’s culture.
Respect and integration of cultural difference
becomes possible through mutual awareness of
cultural knowledge.
Cultural Awareness is a necessity in reducing
situational ambiguity and uncertainty in the
process of intercultural global communication
(Chen & Starosta, 2003)
 Mapping the Culture
The ability of mapping a culture requires us to
contrast cultural differences that may motivate us
to prefer alternative styles of cultural expressions
and engender in us a desire to retool so that we can
better function with the demands of global
environment and cope with changing environment
rapidly.
Through cultural awareness, we can draw a picture
or map of the culture to reflect the degree of our
understanding.
 MAPPING THE
GLOBAL MINDSET CULTURE
Impel to broaden perspective
Bewilderment of
Motivate to respect diversity Differences
Expect to reconcile conflict Frustration of Differences
Propel to regulate change
Cognitive Analysis
Orient to globalizing process
Emphatic Immersion

GLOBAL COMMUNICATION
COMPETENCE

UNFOLDING THE ALIGNING THE

SELF INTERACTION
Ceaseless purifying Language ability
Continuous learning Behavioral flexibility
Cultivate sensitivity Interaction management
Develop creativity Identify maintenance
Foster empathy Managing changes
 Aligning the Interaction

 Global communication competence requires a set of behavioral skills

which is indispensable for adjusting individuals to the changes and new

patterns of interaction in the globalizing society.

 Hence, to act or align interactions effectively in the process of

intercultural or global communication enables individuals to get the

task done and attain communication goals for being a successful global

citizen (Chen, 2005)

Aligning the Interaction

Aligning the interaction requires individuals to

foster the ability of intercultural adroitness by
which they can function effectively and
appropriately in the global communication
environment w/o violating their counterpart’s
norms and rules in order to reach a global civic
society.
 Adroitness

Individual’s capacity is one of the basic

needs of human beings to interact and
adjust effectively with other human fellows
and environment.
It can be attained through behaviors
instigated by drives in one’s own right.
 MAPPING THE
GLOBAL MINDSET CULTURE
Impel to broaden perspective
Bewilderment of
Motivate to respect diversity Differences
Expect to reconcile conflict Frustration of Differences
Propel to regulate change
Cognitive Analysis
Orient to globalizing process
Emphatic Immersion

GLOBAL COMMUNICATION
COMPETENCE

UNFOLDING THE ALIGNING THE

SELF INTERACTION
Ceaseless purifying Language ability
Continuous learning Behavioral flexibility
Cultivate sensitivity Interaction management
Develop creativity Identify maintenance
Foster empathy Managing changes
 Intercultural adroitness is composed of two
components:
a. Effectiveness. Refers to
the individual’s ability to
select among a set of
communication behaviors
to accomplish specific
goals in the process of
global communication.
Example: Sending
communication letter= a
guarantee of immediate
delivery
 These specific goals include:
 Getting relevant information
about these goals
 Accurately predicting the
other’s responses
 Selecting communication
strategies
 Correctly assessing the results of
interaction in multicultural
context.
 Intercultural adroitness is composed of two
components:
b. Appropriateness. It indicates the
Refers to the ability of a right quantity of message
person to meet the sending,
contextual requirements the consistent quality of
in the global message delivered,
communication, or to the relevance of the
recognize the different message and situation,
and
sets of rules in different
the manner of expression
situation (Chen, 2002)
(Weimann, 1977)
Context of appropriateness in Global
Communication

a. Verbal and non-verbal contexts

b. Relational context
c. Environmental context
Chen exemplified that…

A successful interaction based on

intercultural adroitness is embedded in the
“people” and “environment” of the
globalizing society
Following are the demands of the
intercultural adroitness from the two
perspectives
 Demands of Intercultural Adroitness

From the people From the Environment

Language ability Ability to manage changes or
Interaction management complexity of globalization

Behavioral flexibility
Identity maintenance
The Impact of Globalization
Virtual interaction
- communicating via
email to distant team
members requires a
certain etiquette and
nuance not
necessarily in face-to-
face interactions.
Cultural Awareness In Speech
- The need for cultural awareness is a major
impact of globalization on the required skill
set of effective communicators.
- Even when two people are speaking the
same language, cultural differences can
affect vocabulary, colloquial expressions,
voice tone, and taboo topics.
Some example to avoid in speech in the
workplace:
Am I going to do that? It is not part of my job.
Who should I avoid around here?
I don’t have much to do today. Can I go home?
How do I benefit from this?
When do I get raise?
Cultural Awareness In Body Language
- Awareness of cultural differences in body
language can be just as important as the
nuances of speech
- Student should understand acceptable in
speaking distances, conflict styles, eye contact,
and posture in different cultures, accepting that
the physical expressions of their own culture
are not universally accepted
Example of Body Language:
Shaking hands
A-ok sign
Pointing using the lips
Sitting with cross legs
Head shake
Thumbs-up
Time Differences
- Communicate and share information
with people across several times
- When people collaborate with others on
the other side of the globe, their
counterparts are usually at home asleep
while they themselves are at work.
The Role of Media in the Globalization

1. It enables to take place in real time over

distances
2. It advances the 21st century into what we
speak as the globalization communication
3. The emergence of the electronic media and
the digital media has brought about a
radical change on how we see education
Cornali and torachchi (2012) pointed out two stages
that are involved
In the role of media in the globalization process:
stage description
Stage 1 Characterized by the advent of television
and the electronic media

Stage 2 The birth of the telematics networks and the

Internet
Language and Globalization
Terminologies In The Globalizing Society

Chat room
-An internet
feature that allows
people to
communicate in
real time with
strangers
Computer
Literacy
-Emerging form of
literacy in the
globalizing society.
Digital Citizenship
- oriented towards the
creation of conscious,
critical forms of
integration in the
globalizing society.
Digital Immigrants
- The adults who
learn to adapt to
their environment at
the same time they
always retain, to
some degree, their
language.
 Digital Natives
- The young people who are
regarded as the native
speaker of the digital
language of computers.
- Also termed as net
generation or new
millennium learners
Digital Skills
- Ability to evaluate a
variety of
technological
solutions, more than
just knowing how to
use a specific
technology well.
Emoji
- it pertains to the
creation of new
alphabet
- are ideograms and
smileys used in
electronic messages
and web pages.
Emoticon
- These are words
without letters
conveying emotional
responses, such as
smileys ( ).
Ethnoscape
- refer to the shifting
landscape of people
across culture and
borders such as
tourists, immigrants,
refugees, exiles,
guest workers.
 Hyper-personal
communication
- it refers to the
computer-mediated
communication that is
more socially desirable
than face-to-face
communication.
Mediamorphosis
-transformation of communication media that is usually brought by
the complex interplay of perceived needs, competitive and
political pressures, and social and technological innovations.
 OMG
-One of the first texting
expressions (Oh my God!)
-it is the first that the
Internet would change
language.
Selfie
- an ego manical
madness that gripped
the world where a
greater focus is given
to the individual.
Streaming
Multimedia
- It refers to the
audio and video
available through a
website.
 Telematic Network
- It refers broadly to the
convergence of
telecommunications and
information processing.
 Virtual community
- It is a community that
exists in the world of
electronic
communication rather
than in the physical
world.
 Virtual Reality
- the use of a computer to
simulate an experience in
a way that is obscure from
reality.
 Source:

Manzano, B.A., Arador, M.V., & Ladia,

M.A. (2018). Purposive Communication
for College Freshmen. St. Andrew’s
Publishing House. Plaridel Bulacan.

Images= (in citation on the slides)

Bing Pictures