PURPOSIVE

COMMUNICATION
 Course Description:

It is a three-unit course that develops students’ communicative

competence and enhances their cultural and intercultural awareness
through multimodal tasks that provide them opportunities for
communicating effectively and appropriately to a multi-cultural audience
in a local or global context. It equips students for tools for critical
evaluation of a variety of texts and focuses on the power of language and
impact images to emphasize the importance of conveying messages
responsibly. The knowledge, skills and insights that students gain from
this course may be used in either academic endeavors, their chosen
disciplines, and they future careers as they compose and produce relevant
oral, written, audio-visual, and/or web-based output for various purposes.
Learning Outcomes
• Describe the nature, elements, and functions of verbal and non-verbal communication
in various and multicultural contexts.
• Explain how cultural and global issues affect communication
• Determine culturally appropriate terms, expressions and images.
• Evaluate multimodal texts critically to enhance receptive (listening, reading, viewing)
skills;
• Present ideas persuasively using appropriate language registers, tone, facial
expressions, and gestures
• Write and present academic papers using appropriate tone, style, conventions, and
reference styles
• Adopt cultural and intercultural awareness and sensitivity in communication of idea
• Appreciate the differences of the varieties of spoken and written language
• Adopt awareness of audience and context in presenting ideas
• Appreciate the impact of communication on society and the world.
What is Language?
Language is a complex of human capacity.
Language is a tool of communication.
Speech Community
Language Acquisition
It is important to be aware of its features and
behavior to be able to use language more effectively Mother Tongues
and productively in communicating with others.
Language Learning
Language contact
Language change
HENRY SWEET, ENGLISH PHONETICIAN AND LANGUAGE
SCHOLAR

LANGUAGE IS THE EXPRESSION OF IDEAS BY MEANS OF SPEECH-

SOUNDS COMBINED INTO WORDS. WORDS ARE COMBINE
INTO SENTENCES THIS COMBINATION ANSWERING TO THAT OF
IDEAS INTO THOUGHTS.”

PHONOLOGY AND PHONETICS

WORDS – MORPHOLOGY
SENTENCES – SYNTAX (USE OF WORD OR STRUCTURE OF
WORDS IN A SENTENCE.)
MEANING OF WORDS IN A SENTENCE – SEMANTICS
LANGUAGE USE IN A CONTEXT - PRAGMATICS
THE SUN RISES IN THE NORTH.

ANA IS A STUDENT OF LNU.

What is communication and in
what ways is this term related
to the term Language?
Purposive Communication
This is about writing, speaking, and presenting to different
audiences and various purposes. (CMO 20 s. 2013)

Purposive communication is defined as the use of language

for different audiences and for different reasons to write,
talk, and present.
Communication
Derived from the latin word
“communicare” or “communico” both of
which means “to share”. Communication is
defined as an exchange of facts, ideas,
opinions or emotion by two or more
persons.
 Communication

• It transmits a message from a sender to a receiver in an

understandable manner.
• It further means as having the power to move an
individual or even a thousand – with a commanding
attention, respect, and credibility.
• It is an absolute must in the business world as it
commonly accounts for the difference between success
and failure or profit and loss.
Elements of Communication Process
1. Sender – is the one who initiates the
communication.
2. Receiver – also known as interpreter. Provides the
sender with feedback which may prompt the sender to
clarify the message or signal to carry on as planned
3. Message – or the content is made up of the ideas
and feelings that a sender- receiver wants to share with
others.
Verbal symbols
Non – Verbal symbols
4. The Medium – also called Channel, in which the message is
transmitted (text messages, email, etc.)
Vocal message
Non – vocal message
5. Feedback - the behavioral response of the sender-receiver to
each other. It is the information that comes back to the sender of
the message and informs how well the message is getting
through. (Direct or indirect)
6. Noise - This can be any sort of interference that affects
the message being sent, received, or understood.
7. Context - refers to the surrounding/environment that
helps shape the interaction between and/or among
individuals.
Physical context– the physical environment where the
communication takes
 Speech Communication Process

• Encoding - is everything that goes inside the brain of an

individual.
• Transmission - is the process by which the sender, having
assigned codes to come up with thought symbols (message)
that are also comprehensible by the participant/s of the
communication, transmits or sends message to its recipient.
• Receiving - Having been submitted through sound waves and
light waves, the comes from the sender then reaches the
receiver.
4. Decoding - is the process by which the receiver interprets
or assigns meanings to the codes transported by the source.

5. Responding - response is anticipated by the sender from

the receiver. Feedback
Classification of Communication
COMMUNICATION PROCESSES,
PRINCIPLES, AND ETHICS
ETHICS
• A system of moral principles
• Deals with values relating to human conduct, with respect to the rightness
and wrongness of certain actions and to the goodness an badness of the
motives and ends of such actions.
• Maintaining the correct balance between the speaking and listening.
• The Legitimacy of fear and emotional appeal
• Degree of criticism and praise
• Responsible thinking
• Decision making
• Development of relationships an
Communities within and across context,
cultures, channels, and media.
 UNETHICAL
COMMUNICATION
• Threatens the quality of all communication and consequently the
well-being of individuals and the society.
Four Ethical Principles of
Communication
• “Advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of
communication” (NCA, 1999)

• “Freedom of expression, diversity of perspective, and tolerance of dissent to achieve the

informed and responsible decision-making fundamental to a civil society.”

• “Condemn Communication that degrades individuals and humanity through distortion,

intimidation, coercion, and violence, and through the expression of intolerance and hatred.”

• “Accept responsibility for the short – and long- term consequences of our own
communication and expect the same to others.”
How will globalization affect
communication?
World Englishes