PURPOSIVE

COMMUNICATION
 WHAT IS COMMUNICATION?

• transmission of message from sender to

recipient
 LANGUAGE

• Medium of understanding

• With a system of rules (grammar)

• Sound system (phonology)
• Vocabulary (lexicon)
 LANGUAGE ACQUISITION

• Exposure to language
• Speech community – people share the same set of rules in
language system
• Mother tongue (first language)
• Language learning – developing the ability to communicate in
the 2nd language/ foreign language, purposive
 LANGUAGE LEARNING

• developing the ability to communicate in the 2nd language/ foreign language

• purposive
• Pidgin – simplified form of language used for communication between people and sharing a
common language; limited use over short period of time
• Creole – developed pidgin; mixture of two or more languages
 COMMUNICATION

• Trading/exchanging of words, information, etc.

• A process by which information, meanings and feelings are shared by
persons through a common system of verbal and non-verbal symbols,
signs or behavior
 COMMUNICATION PROCESS
• Thinking – conceptualization/birth of ideas
• Symbolizing/ Encoding – uses words or non-verbal methods (symbols, signs, body gestures) to
translate the information into a message
• Expressing/ Message – the sender gets the message that intends to convey; oral, symbolic, non-verbal
• Communication channel - chooses medium; urgency

• Receiving - the person from whom the message is intended or targeted

• Decoding – interprets the sender’s message
• Feedback/ Reaction – ensures the receiver has received the message and interpreted it correctly
• Monitoring – determines if comprehension has taken place
 CHARACTERISTICS OF COMMUNICATION

• Dynamic – constantly changing over time; irreversible unrepeatable

• Continuous – on going exchange of meaning-sharing behaviors between among individuals
within a frame experience
• Adaptive – adjusts to the changes that occur in its physical or psychological environment
• Systemic – involves components that are interrelated and interacting in a cyclic order
• Transactional – transmission and reception of messages between many people
 TYPES OF
COMMUNICATION
• According to Mode
• According to Content
• According to Purpose and Style
According to Mode:

1 VERBAL COMMUNICATION

• uses words and it can be oral or written. It can

be formal or informal
 2 NON-VERBAL COMMUNICATION

• does not use words but may enhance or change

the linguistic code
 NON-LINGUISTIC ELEMENTS

• Kinesics – language of body, posture, fidgeting

• Proxemics – language of space. Three Kinds:
• Intimate Space – approximately 1-1.5 ft.
• Personal Space – approximately 1,5-2.5 ft.
• Public Space – from 12 ft and extends as far as feasible in an auditorium or lecture hall

• Chronemics – language of time

• Tactile Communication/Haptics – language of touch
• Facial Expressions – eye movement, mouth, blushing
• Artifactual – objects or things in contact with the communicators that may serve
as nonverbal stimuli. Example: statues, Feng Shui charms like moving hand cat.
• Sign Language – consists of body movements that are used as substitute for
letters, words, numbers, phrases and sentences.

• Object Language (Objectics) – intentional or unintentional display of material

things such as the clothes you wear, hair style, the decoration of a room, jewelry,
implements, machines, the human body, etc.
• Paralanguage – tone, pitch, loudness of voice. Refers to how it was said and not the meaning
itself.
• Five Elements:
• Vocal Quality
• Pitch
• Tempo
• Volume
• Juncture (pause)

• Silence – technique used to send meanings either consciously or unconsciously.

According to Context:

3 INTERPERSONAL COMMUNICATION

• Individuals are engaged actively in the event and convert

transmission
• Dyadic Communication – two-person communication
• Small Group – 3 – 6 persons
 4 PUBLIC COMMUNICATION

• Conveying information to a large audience

• Sender – focused
• Speaker – audience communication
• The speaker talks to a large number of people
• Centers communication to the audience
• The speakers analyzes the content and listener expectation
• Mass Communication
• Process whereby media organizations produce and transmit messages to large publics by which
those messages are sought, used and influenced by audience
• Extended Communication
• Involves the use of electronic media
• Organizational Communication
• The focus is on the rule of communication in organizational contex
• Formal Structure – allows communication to take place via designated channels of message flow between
positions in the organization
• Downward communication
• Upward communication
• Horizontal communication
• Crosswise communication
• Informal Structure – unofficial channels of message flow
 5 INTERCULTURAL COMMUNICATION

• Communication between among people having different linguistic, religious, ethnic, social and
professional background
According to Purpose and Style:

• Focuses on the communication setting and mode of delivery

• Formal Communication
• Formal language, orally written
• Informal Communication
• Personal and ordinary conversation
 MODELS OF COMMUNICATION

• Aristotelian Model/ Linear – one directional exchange

• Lasswell Model - describes an act of communication by defining who said it, what was said, in
what channel it was said, to whom it was said, and with what effect it was said.
• Shannon- Weaver Model – “mother of all models’’
• Berlo’s Model - to ensure the message is conveyed as effectively as possible, the sender and the
receiver must share some common ground
• Schramm’s Model/ Interaction Model - communication was circular rather than linear, meaning
that it required two participants taking turns sending and receiving a message
• Transactional Model - the process of continuous change and transformation where every
component is changing such as the people, their environments and the medium used
• Social Context - declared rules or undeclared norms that guide communication

• Relational Context – involves socialization and type of association we have forged with other
people

• Cultural Context – consists of individual’s self-concept and self-perception in relation to

nationality, ethnicity, religion, social class, gender and sexual orientation
 FUNCTIONS OF COMMUNICATION

• For Interaction
• For increasing our store of information
• For better understanding of our self and the world in which we live
• For changing people’s attitudes, beliefs, opinions, and actions
• For making decisions
 OBSTACLES TO EFFECTIVE COMMUNICATION

• Self-Image – negative self-esteem, indifferent behavior, poor social

skills, and negative thoughts over how people view us.
• Perception towards Others – Our perception of others can create
obstacles such as insulting people, stereotyping or by just ignoring
them. We can avoid these by remembering that each person is unique
and does not deserve any preconditioned notions.
Noise – Classified into 3
1c. Internal Noise
Psychological Noise – thoughts that interfere with meaning
Example: worries about money, presence of another
person in the room, tight schedule, deadlines, etc
Physiological Noise – feelings
Example: feeling ill, headache, room is too hot or too cold
• 2c. External Noise – sensory stimuli which draw people away from
intended meaning.
• Example: Noise from the construction site, barking dog, etc.
• 3c. Semantic Noise – alternate meanings aroused by certain symbols
that inhibit meaning
• Example: Jargons used, euphemism (Senior Citizen for “old
people”) phrases from foreign languages, unique words,
mispronunciation
PERSPECTIVES IN COMMUNICATION
• Our individual perceptions are the “filter” through which we
communicate with others.
• Filters are:
• Visual Perception – Different ways of seeing the same thing. We cannot
decide that one does not exist just because we don’t see it. We have to
recognize that there is one more than one way to perceive the picture, just
like there is usually more than one way to see any situation we encounter.
• Language – The same words can have very different meanings
depending on how we interpret them.
• Example:
• A woman without her man is nothing.

• A woman, without her, man is nothing.

 ETHICS IN COMMUNICATION

• Communication – the act or process of communicating, imparting or interchange of thoughts,

opinions, or information by speech, writing or signs.

• 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 and badness of the motives
and ends such actions.
 ETHICAL COMMUNICATION

• Truthfulness and honesty mean refraining from lying, cheating, stealing and deception.
• Integrity means maintaining a consistency of belief and action.
• Fairness means achieving the right balance of interest without regard to one’s own feelings and
without showing favor to any side in a conflict.
• Respect means showing regard or consideration for others and their ideas, even if we don’t agree
with them.
• Responsibility means being accountable for one’s actions and what one says.
 FUNDAMENTALS OF ETHICAL
COMMUNICATION
• Responsible thinking
• Decision making
• Development of relationships and communities
• Contexts
• Cultures
• Channels
• Media
• Unethical Communication

• Threatens the quality of all communication and consequently the well-being of individuals and
the society.
 PRINCIPLES OF ETHICAL COMMUNICATION

• Fact-based messages should be communicated with honesty and accuracy.

• Shown by observing freedom of expression, accepting differences in opinion and tolerating
dissimilarities in beliefs and behaviors.
• Should be direct and honest
• Must maintain tactfulness and discourage unpleasant remarks for confrontational behavior
• Resources and facts from which the message is generated should be accessible.
• Message should be made accessible.
• Must give consideration to audience’s communication preferences

• Basic human needs should be given careful consideration.

• Gives premium need to the people to connect with one another with high regard despite cultural
diversity
 COMMUNICATION MODES

• Communication Mode – refers to the channel through which one expresses his/her
communicative intent.

• FACE-TO-FACE
• VIDEO
• AUDIO
ONLINE VERSUS OFFLINE COMMUNICATION

• Anonymous online versus known online

• Rapid online versus slower offline
• Interpretation can be misunderstood online versus body language/tone of voice
contributes to offline
• 24-hour online versus personal interaction offline
 ACTIVE LIKER

-constantly
appreciates posts
and comments, is
always updated
 THE TROLL

• One who sows discord by

provoking argument and
upsetting people through off-
topic messages
 THE ‘MEMA’ USER

• Short term for mema-post or

mema-sabi lang
• Posting anything even
meaningless content just to
gain attention
 THE ULTRA

• One who has all the media apps and latest news
 THE SEASONAL USER

• One who uses social media at certain period of time

 THE VIRAL CELEBRITY

• Draws attention and comments, both positive and negative all the
time.
 NETIQUETTE

• This is a system of social grace on the internet that every e-

communicator should be fully aware of the do’s and don’ts of e-
communication.
 ASSIGNMENT

• CYBERSTALKING
• LAWS REGARDING CYBERSTALKING AND
CYBERBULLYING
COMMUNICATION
AND
GLOBALIZATION
 GLOBALIZATION

• Is the process by which people and goods move easily across borders
(economic)
• SYNCHRONOUS – two or more individuals that takes place simultaneously. It synchronized by
an external clock
• Ex. Face to face, videocall

• ASYNCHRONOUS – communication does not require to have the communicators respond right
away.
• Ex. Emails, file transfer
 LOCAL AND GLOBAL COMMUNICATION IN
MULTICULTURAL SETTINGS

• CULTURE – system of knowledge, beliefs, values, customs, behaviors, and artifacts that are
acquired, shared and used by its members during daily living; it serves as a lens through which
we see the world; it is from the Latin word which means “cultivation.”

• CO- CULTURE – composed of members of the same general culture who differ in some ethnic
or sociological way from the parent culture.
 CATEGORIES OF CULTURE

• 1. MATERIAL – food, cuisine, products or goods, churches, home, attire, and other physical
objects valuable in a culture’s way of life

• 2. NON-MATERIAL – rituals, language, custom morals, ethics, beliefs, and other thoughts and
ideas inherent to a culture
• ASSIMILATION – the means by which co-culture members attempt to fit in
with members of the dominant culture.

• ACCOMMODATION – the means by which co-culture members maintain their

cultural identity while striving to establish relationships with members of the
dominant culture.

• SEPARATION – the means by which co-culture members use to resist

interacting with members of the dominant culture
• ACCULTURATION – a process through which a person or group from one culture comes to
adopt the practices and values of another culture, while still retaining their own distinct culture.

• INTEGRATION – occurs when individuals are able to adopt the culture norms of the dominant
or host culture while maintaining their culture of origin. It leads to, and is often synonymous
with “BICULTURALISM”
 COMPONENTS OF CULTURE

• NORMS – attitudes and behaviors that are considered normal, typical, or average with that
group; a society’s standards of morality, propriety, ethics and legality.

• LAW – formalized norms

• FOLKWAY – the customary way of behaving usually having no particular moral significance.;
their way of living, thinking and acting in a human group. No moral significance.
• MORES – when folkways of the groups take an added importance and become compulsive and
essential to the well-being of the groups

• VALUES – broad cultural principles involving ideas about what most people in a society
considered to be desirable, good, right, and important. It constitutes the foundations of the social
conscience or a whole way of life of a society.

• MASCULINE VERSUS FEMININE CULTURE

 INTERCULTURAL COMMUNICATION

• Refers to the communication between people

from two different cultures.
• Multi-cultural, cross-cultural, interracial, international
communication
• ETHNOCENTRISM – tendency of a group of people to consider their culture as superior to all
other cultures.
• CULTURAL RELATIVISM – the acceptance that all cultures are equal in value with one another
despite their differences
• MELTING POT PHILOSOPHY – idea that different cultures will blend together and create one
ultimate culture.
• PLURALISM – refer to the acknowledgment of cultural relativism and promotion of respect and
uniqueness and forbearance of diversity of cultures.
 IMPACT OF GLOBALIZATION:
ADVANTAGES AND DISADVANTAGES

• ADVANTAGES:
• Increased free trade between nations
• Global mass media ties the world together
• Reduction of likelihood of war between developed nations
• DISADVANTAGES
• Increased flow of skilled and non-skilled jobs from developed to developing nations as corporations
seek out the cheapest labor
• Threat that control of world media by a handful of corporations will limit cultural expression
• Greater chance of reactions for globalization being violent in an attempt to preserve cultural heritage
• Greater risk of diseases being transported unintentionally between nations
 COMMUNICATION TECHNOLOGY

• Communication technology is the activity of designing and

constructing and maintaining communication systems.
 INFORMATION TECHNOLOGY

• Acquisition, Storage, manipulation, management, transmission or reception of data or

information
• Real time access to information
• Easy availability of updated data
• Connecting Geographically dispersed regions
• Wider range of communication media
 SOCIAL MEDIA

• refers to websites and applications that are designed to allow

people to share content quickly, efficiently, and in real-time
 NETIQUETTE

• Internet Etiquette
• the practice of netiquette depends on understanding how
email, the Usenet, chatting, or other aspects of the Internet
actually work or are practiced.
 ETHICAL ISSUES OF SOCIAL NETORKING

• PERSONAL PRIVACY
• • IDENTITY THEFT
• • CYBER BULLYING
• • CYBER STALKING
• • ONLINE SEXUAL HARRASSMENT
• • VIOLENCE AND PORNOGRAPHY IN MASSIVELY MULTIPLAYER ONLINE ROLE
PLAYING GAMES
PERSONAL PRIVACY AND IDENTITY THEFT

• PRIVACY CONCERNS WITH SOCIAL NETWORKING SITES HAVE RAISED CONCERNS

AMONGST USERS ON THE DANGERS OF GIVING OUT TOO MUCH PERSONAL
INFORMATION.
• IDENTITY THEFT IS A FORM OF STEALING SOMEONE’S IDENTITY IN WHICH
SOMEONE PRETENDS TO BE SOMEONE ELSE BY ASSUMING THAT PERSON’S
IDENTITY, TYPICALLY IN ORDER TO ACCESS RESOURCES OR MISUSE IT TO
PUBLICALLY DISGRACE THE PERSON.
DEFAMATION AND OTHER TORT LIABILITY
ISSUES

• CYBER BULLYING
• ONLINE BEHAVIOUR THAT IS DEFAMATORY, CONSTITUTES
BULLYING i.e. IT CONTAINS OFFENSIVE, VULGAR OR
DEROGATORY COMMENTS. IT IS USED TO SPREAD RUMORS,
MALICIOUS GOSSIP USING ONLINE PHOTOS ABUSIVELY.
• CYBERSTALKING
• IT IS AN ACT OF PURSUING PREY IN A STEALTH LIKE WAY.

• ANOTHER CYBER THREAT IS UNWANTED OR ILLEGAL ONLINE SEXUAL SOLICITATION

OR SEXUALLY HARRASSING BEHAVIOUR. BUT IT IS MORE COMMON IN OPEN CHAT
ROOMS.
• ONLINE HARRASSMENTS
 THE DATA PRIVACY ACT

• REPUBLIC ACT 10173 DATA PRIVACY ACT OF 2012 (DPA) “An

act protecting individual personal information in information and
communications systems in the government and the private sector,
creating for this purpose a National Privacy Commission, and for
other purposes”