MODULE
IN PURPOSIVE
COMMUNICATION
Reference: Purposive communication by Wakat, Caroy, Paulino, Jose, Ordonio, Palangyos, Dizon, Dela Cruz, Sao-a
Lesson 1
Learning Content:
 Definition of Communication
 Components of the Communication Process
 Kinds of Interference
 Principles and Ethics in Communication.
What is Communication?
Communication is the process of making meaning through a
channel or medium. Comes from the Latin word
“communicares” which means to share or make ideas
common.
Keth Davis stated as, in two-way communication, the speaker
sends a message and the receiver’s responses come back to the
speaker.
The Components of the Communication Process
Understanding the communication process may help you
become a better communicator.
1. Source/sender
 The one who crafts he message. It can be
anyone.
Ex. Author of the book, public speaker in a special
occasion or traffic enforcer.
2. Message
 The reason behind any interaction. The meaning
shared between the sender and receiver.
3. Channel
 The way by which the message is conveyed.
Ex. When you answer a phone call, the phone is the
channel.
4. Receiver
 The one who receives the message.
5. Feedback
 Essential to confirm recipient understanding.
6. Environment
 The place, the feeling, the mood, the mindset
and the condition of both sender and receiver.
 The environment is the atmosphere, physical
and psychological, where you send and receive
messages
7. Context
 The context of the communication interaction
involves the setting, scene, and expectations of
the individuals involved
8. Interference
 known as barrier or block that prevents effective
communication to take place.
Kinds of Interference
A. Psychological barriers
 mental interference in the speaker or listener.
Ex. are wandering thoughts, preconceived ideas, and
sarcasm.
B. Physical barriers
 includes competing stimulus, weather and
climate, health and ignorance of the medium.
C. Linguistic and cultural barriers
 pertain to the language and its cultural
environment. Words may mean another in
different cultures.
D. Mechanical barriers
 those who raised by the channels employed for
interpersonal, group or mass communication.
The Nine Principles of Effective Communication
Michael Osborn (2009) claims that communication must
meet certain standards for effective communication to take
place
1. Clarity
 Clarity make speeches understandable. Fuzzy
language is absolutely forbidden, as are jargons,
cliché expressions, euphemisms and
doublespeak language.
2. Concreteness
3.
4.
5.
6.
7.
8.
 reduces misunderstandings. Messages must be
supported by facts such as research data,
statistics or figures. To achieve concreteness,
abstract words must be avoided.
Courtesy
 builds goodwill. It involves being polite in terms
of approach and manner of addressing an
individual.
Correctness
 Glaring mistakes in grammar obscures the
meaning of a sentence. Also misuse of language
can damage your credibility
Consideration
 Messages must be geared towards the audience.
The sender of a message must consider the
recipient’s profession, level of education, race,
ethnicity, hobbies, interests, passions,
advocacies and age when drafting or delivering
message.
Creativity
 Creativity in communication means having the
ability to craft interesting messages in terms of
sentence structure and word choice.
Conciseness
 Simplicity and directness help you to be
concise. Avoid using lengthy expressions and
words that may confuse the recipient.
Cultural Sensitivity
 Today, with the increasing emphasis on
empowering diverse cultures, lifestyles, and
races and the pursuit for gender equality,
cultural sensitivity becomes important standard
for effective communication.
9. Captivating
 You must strive to make messages interesting to
command more attention and better responses.
Ethical Consideration in Communication
Ethics is a branch of philosophy that focuses on issues of
right and wrong in human affairs.
Ethical Communicators:
a.
b.
c.
d.
e.
Respect audience.
Consider the result of communication.
Value truth.
Use information correctly.
Do not Falsify information
Activity 1
Answer the following briefly. (bond paper)
1. Why do people communicate?
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3. Why do miscommunication happen?
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Activity 2
1. Illustrate the communication process through a
diagram. (bond paper)
2. Identify possible blocks in the following situations:
a. a written letter of complaint
b. interacion between a nurse and a patient in
pain.
c. songs with figurative language.
Activity 3
1. List various channels through which personnel of
your university connect with you. Which channel/s do you find
most effective? Why?
2. Through a slogan, state how the knowledge of
communication process aids people in communicating
effectively. (bond paper)
2. What might happen to the world if communication does not
exist?
Learning Content:
 Communication and Globalization
 Definition of Globalization
 Barriers that Affect Effective Communication in Global
Environment
What is Globalization?
Globalization is the communication and assimilation
among individuals, ethnicities, races, institution, governments
of various nation supported by technology and compelled by
international trade.
Possible Barriers to effective communication in a global
environment:
1. Cultural Relativism
2. Lack of knowledge of other culture
3. Discrimination and harassment
4.Language Differences
The goal of effective communication is to achieve
communication that gets the desired response leading to
harmonious connections. Strategies to become an effective
global communicator (Krizan 2014)
1. Review communication principles.
2. Analyze the message receiver.
3. Be open to an accepting of other cultures.
4. Learn about cultures and apply what is learned.
5. Consider language needs.
Activity 1
1. Watch the video “Wiring a Web for Global Good”
(https://www.youtube.com/watch?v=y7rrJAC84FA). Study
the speech. In a form of reaction paper. Answer the following
questions:
a. What global issues have emerged because of
miscommunication?
b. How can effective communication and
language use to contribute to the creation of truly global
society?
Learning Content:
 Difference between Race and Ethnicity
 Forms of Intercultural Communication
Engaging: Putting Things in the Right Perspective
How do you get to communicate effectively across
cultures? Indicate whether you agree or disagree with each of
the following statements:
________1. I am interested in interacting with people
who are both like me and different from me.
________2. I am sensitive to the concerns of all
minority and majority groups in our multicultural country.
________3. I can sense when persons from other
cultures seem not to understand me or get confused by my
actions.
________4. I have no fear communicating with persons
from both minor and major cultural groups.
It refers to the interaction with people from diverse culture
(Jandt, 1998).
________5. People from other cultures may get angry
with my cultural affiliates.
Forms of Intercultural Communication:
________6. I deal with conflicts with people from other
cultures depending on the situation and their cultural
background.
________7. My culture is inferior to other cultures.
________8. I can manage my behavior when dealing
with people of different cultures.
________9. I show respect to the diverse
communication practices of other people.
Note: The more number of agreements you have indicates the
more prepared you are in expanding your communication arena
by welcoming people from different cultures.
Difference between Race and Ethnicity
o Race
 Describes the physical features that a group of
persons might have in common.
 Includes the skin color, facial structures, eye
color, hair color and other physical
characteristics.
o Ethnicity
 Based on traditions, language, nationality or cultural
heritage.
Intercultural Communication
1. Interracial communication- Communicating with
people from different races.
Interethnic communication- interacting with people
with different ethnic origin.
2. International communication- communicating
between representatives from different nation.
3. Intracultural communication- interacting with
members of the same racial or ethnic group or coculture.
Improving Intercultural Communication Competence
The following guidelines may help you enhance your ability
to communicate effectively across cultures (Gamble and
Gamble, 2008)
1. Recognize the validity and differences of
communication styles among people.
2. Lear to eliminate personal biases and prejudices.
3. Strive to acquire communication skills necessary in a
multicultural world.
Activity 1

In what specific ways can you enhance your ability to
communicate with people from diverse cultures?
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Activity 2
___________________________________________________
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___________________________________________________
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_____________________.
2. Identify a country where graduates of your program or field
of specialization are in demand. Research on the various
cultural modes of communication that a newly hired employee
in that country should remember. Based on your research,
prepare a three- to four- minute presentation.
Learning Content:
 Varieties of Spoken and Written Language
 Registers of Spoken and Written Language
Varieties of Spoken and Written Language
1. “Human beings draw close to one another by their common
nature, but habits and customs keep them apart.” (Confucius)
Lin (2016) Presents the following nature of language
variation as prescribed by most linguists based on the ideas of
Mahboob (2014).
Do you agree or disagree? Give concrete situations to
support your stand.
1. Language varies when communicating with people
within (local) and outside (Global) our community.
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2. Language varies in speaking and in writing.
3. Language varies in everyday and specialized
discourse.
The first four domains include language variations that
reflect local usage done in one local language or multiple local
languages depending on the context. They vary in following
ways:
1. Local Everyday Written
 This may include instances of local everyday
written usage found in the neighborhood
posters (e.g a poster looking for transient/bed
spacers.)
This can be found in international editions of
newspaper.
6. Global Everyday Oral
 may occur in interactions between people
coming from different parts of the the world
when they talk about everyday casual topics.
7. Global Specialized Written
2. Local everyday oral
 may occur in local communication among
neighbors in everyday, informal and local
varieties of language.
 expands to as many readers internationally,
hence the non-usage of colloquial expressions
(e.g. international research journal articles)
8. Global Specialized Oral
3. Local Specialized Written
 occurs when people from different parts of the
world discuss specialized topics in spoken form
(e.g. paper presentation sessions in an
international academic conference).
 An example of local specialized written usage
can be found in the publications and web sites
of local societies such as Baguio Midland
Courier.
4. Local Specialized Oral
 involves specialized discourses. For example, in
a computer shop in the neighborhood,
specialized local usage can be found (e.g.
specialized computer game-related vocabulary
is used.)
Activity
1. In what situations are the local and global varieties of spoken
language used?
2. What registers are appropriate to such situations?
5. Global Everyday Written
 avoids local colloquialism to make the text
accessible to wider communities of readers.
Learning Content:
 Understanding media literacy
 Evaluating Message and/Images of different types of
text Reflecting different Cultures
The key concepts of media literacy framework serve as a
basis for developing critical understanding of the content of
mass media, the techniques used and the impact of these
techniques. Also, the key concepts of media literacy can be
helpful in the construction of media texts for different
purposes. The Term “Text” includes any form of written,
spoken or media work conveying meaning to an audience. Text
may use words, graphics, sounds and images in presenting
information. It may also be in oral, print, visual or electronic
forms.
Key Concepts of Media Literacy (Center for Media
Literacy, 2005)
Key Concepts
1. All media messages are
“constructed”
Activity 1
Answer this on a bond paper.
1. Analyze the advertisement below.
2. Generate questions and ideas about the message conveyed
by the advertisement. (at least 5)
2. Media have embedded
values and pint of views.
3. Each person interprets
messages differently.
4. Media have commercial,
ideological or political
interest.
Guide Questions in Media Text
Analysis
1. What is the message of the text?
2. How effectively does it represents
reality?
3. How is the message constructed?
1. What lifestyles, values and points
of view are represented in the text?
2. Who or what is missing?
1. What message do you perceive
from the text.
2. How might others understand it
differently? Why?
1. What is the purpose of the
message?
2. Who is the target audience of the
text?
3. Who might be disadvantage?
4.Who created the text and why?
5. Media messages are
constructed using a
creative language having
its own rules.
1. What techniques are used and
why?
2. How effective are the techniques
in supporting the messages or
themes of the text?
3. What are the other ways of
presenting the message?
Activity 2
A. Identify the meaning and what is asked by the image.
3. How is the message conveyed by the text/image?
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4. Who is the target audience?
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5. And what are the other ways of presenting the message?
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B. Analyze the same advertisement presented earlier using the
Key Concept Questions as guide (advertisement in Activity 1).
C. Present your image evaluation through an oral presentation.
Activity 3
Answer the following questions:
1. What is the message of the text/message?
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_________
2. What is the purpose of the message?
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1. What are your observation or generalization on how texts
and/or images are presented?
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2. In what ways should media presents texts/images about
various cultures?
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Learning Content:
 Preparing multimedia preparations
 Characteristics of Multimedia Preparations
 Steps in Making Multimedia
A. Characteristics of Multimedia Presentations
1. Multimedia presentations are visually oriented
(displayed on monitor or projected onto a
screen)
2. They allow users to use different modalities
such as:
a. Text
b. Graphics
c. Photographs
d. Audio
e. Animation
f. Video
Special Features of computer-based presentations
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1. Custom navigation (linking) between slides, to other
media and to the internet.
2. Can be Made into hard cop printouts or transparencies.
3. Can be uploaded to the web.
B. Steps in making effective multimedia presentations
1. Know the purpose of the presentation.
2. Know the audience.
3. Gather information.
4. Use variety of resources such as
5. Do not forget to cite sources
6. Organize the information
a. Lis the main points
b. Have only one main idea per slide
c. Present ideas in a logical order.
d. Place important information near the top.
7. Check technical issues
a. Contrast
 Dark text on light background
 White text on dark background
b. Use only one design and color scheme
throughout the slide presentation.
c. Avoid clutter
d. Avoid patterned or textured backgrounds.
e. Use large font size (minimum 18 pts)
f. Use fonts that are easy to read.
g. Don’t use more that two types of fonts.
h. Avoid too much text.
i. Use no more than 3 or 4 bullets per slide.
8. Be creative
a. Use transitions and animations to add
interest.
b. But don’t overdo it!
Activity 1
A. Watch the video “the world’s worst research
presentation” (https://www.youtube.com/watch?
v=nSGqp4-bZQY&pp=QAA%3D)
B. What are your impressions about the research
presentation?
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C. What makes the presentation the worst?
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D. In what ways can be the presentation be improved?
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Activity 2
Feature one of your cultural practices through a multimedia
presentation. Observe guidelines for creating multimedia
presentations.
Lesson 2
Learning Content:
 Definition of Pecha Kucha
 Preparing Pecha Kucha Presentation
What is Pecha Kucha?
Pecha Kucha is a 20-slide power point presentation which
moves automatically to each succeeding slide every after 20 seconds.
This presentation is very helpful to keep track of the time.
Activity 1
Watch a video presentation at https://www.youtube.com/watch?
v=l9zxNTpNMLo then answer the following questions:
1. How many minutes did the presentation last?
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________.
2. With the number of minutes, was the presenter able to show
comprehensively his trip?
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__________.
3. How was the trip presented?
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Using a graphic aid, illustrate how to create a Pecha Kucha
presentation. (Bond Paper)
Activity 3
Make a Pecha Kucha presentation about the best of your
region.
Learning Content:
 Definition of blog
 Effective Ways of Introducing a Blog
Remember this after watching the presentation:
1) open the power point. Select blank layout or simply
press CTRL N or command N.
2) Duplicate the blank slides. Make sure that you have 20
blanks slides.
3) Select all the slides (you can use CTRL A.) Make sure
to remove the check mark on the “on mouse click” then
modify the transition speed to 20 seconds.
4) Insert and resize images.
5) After saving the pecha kucha presentation, check the
speed of transition. Make sure that the saved speed for
all slides is 20 seconds.
6) Practice your narration with the pecha kucha
presentation. You can record the narration in the power
point presentation.
Activity 2
What is a Blog?
Shortened form of weblog, blogs are personal journal websites
on which user can type an entry and add images, videos and links to
other websites. Usually, readers of a blog can post comments.
Similar with essay writing, there are effective ways of
introducing a blog.
Remember to:
1. Be short and direct
2. Ask a thought-provoking question.
3. Ask a multiple-choice question.
4. Share a shocking fact or statistic.
5. Share something personal
6. Withhold a compelling piece of information
7. Refute conventional wisdom
8. Lead with a success story.
9. Start with a reader’s question.
10. Share a quote.
Activity
Feature a tradition that is unique in your own community
through a blog post.
MODULE
IN PURPOSIVE
COMMUNICATION
Reference: Purposive communication by Wakat, Caroy, Paulino, Jose, Ordonio, Palangyos, Dizon, Dela Cruz, Sao
Learning Content:
 Types of Communication according to Purpose
 Informative, Persuasive and Argumentative Communication
Communication is made for the numerous purposes. The way
messages are crafted depends highly on the intention of the
sender.
Types of Communication according to purpose:
1. Informative Communication
2. Persuasive Communication
3. Argumentative Communication
Osborn (2009) purports that informative
communication arises out of these deep impulses.
a. We seek to expand our awareness of the world
around us.
b. We seek to become competent.
c. We have an abiding curiosity about how things
work and how they are made.
When preparing for an informative exchange, ask
yourself the following questions:
1.
2.
3.
4.
Is my topic noteworthy to be considered informative?
What do my recipients already know about my topic?
What more do they know?
Am I knowledgeable enough of my topic to help my
receivers understands it?
What is informative communication?
Involves giving than asking. As an informative
communicator, you want your receivers to pay attention and
understand, but not to change their behavior. By sharing
information, ignorance is reduced, or better yet eliminated.
What is persuasive communication?
An art of gaining fair and favorable considerations for
our point of view. It
a. Provides a choice among options.
b. Advocates something through a speaker.
c.
d.
e.
f.
g.
h.
Uses supporting material to justify advice.
Turns the audience into agents of change.
Asks for strong audience commitment.
Gives importance to the speaker’s credibility.
Appeals to feelings.
Has higher ethical obligation.
What is argumentative communication?
Relies heavily on sound proof and reasoning. The
nature of the proof has been studied since the golden age and
has been improved through time.
Lucas (2007) claims that to avoid defective
argumentation, the following must be avoided:
1. Defective Evidence
 Misuse of facts
 Statistical fallacies
 Defective testimony
 Inappropriate evidences
2. Defective patterns of reasoning.
 Evidential fallacies
a. Slippery slope
b. Confusing facts with opinion
c. Red herring
d. Myth of the mean
 Flawed proofs
 Defective arguments
Learning Content:
 Definition of Public Speaking
 Types of Speeches according to delivery
What is public speaking?
A process of speaking in a structured, deliberate
manner to inform, influence or entertain an audience.
What is a Speech?
The term used to refer to the body spoken expression of
information and ideas. A speech may be delivered in any of the
following modes: read from a manuscript, memorized and
delivered extemporaneous or impromptu. The choice of mode
of speech delivery is determined by factors such as length of
preparation, complexity of message, purpose and occasions.
 Reading from a Manuscript
 It is appropriate when the speech is long and
when details are complicated and essential such
as that they need to be given completely.
 Reading is also appropriate when one is asked to
deliver a prepared speech.
 Memorized
 Speech requires a speaker to commit everything
in memory.
 This method is excellent for short messages
although it is also used for long pieces in
oratorical, declamation and other literary
contests.
 Extemporaneous Speaking
 may have a short or long preparation.
 The speaker may use an outline to guide his
speech to achieve better organization and to
avoid leaving out details.
 Impromptu
 It means speaking at the spur moment.
 Also called on the spot speaking
 There is a very minimal or no time for
preparation.
Learning Content:
 Making Inquiries
 Definition of Inquiry Letter
 Content and Organization of Letter of Inquiry
What is Inquiry Letter?
An inquiry letter is written when a person needs more
information about products, services, internships, scholarships,
or job vacancies offered by companies, associations, or
individuals. Often, inquiry letters are sent when a person has
specific questions that are not addressed by the general
information available provided by brochures, websites,
advertisements, classified as, etc.
An inquiry may also be in the form of telephone or
personal interview. Both interview and letter require correct
and appropriate language use. Both requires correctness,
conciseness, clarity of language, and courtesy. While letters
require correctness of spelling, punctuations, capitalizations,
indentions, margins, etc. Interviews require clarity of words,
correct pronunciation, intonations and pauses, spontaneity,
pleasing personality, and confidence.
Content and Organization of Letter of Inquiry
Just like any business letter, letter of inquiry has the
following basic parts:
A. Heading or letterhead
B. Inside address
C. Salutation
D. Body of the letter
First paragraph: it provides a background of your
inquiry such as how, where and when you first learned
of the information. State your purpose in one or two
sentences.
Middle Paragraph: this section should specify the
information you are seeking.
Final Paragraph: express your expectation from your
addressee and thank him in advance for his favorable
action.
E. Complimentary Close
F. Signature
Format
Most commonly used formats: pure block, semi0block
or modified block.
Learning Content:
 Making inquiries using Email
 Definition of Interview
 Do’s when Having an Interview
 Parts of Interview
What is an Email?