PURPOSIVE COMMUNICATION
1.1 Nature of Language
 Language
 wonderful and dynamic human capacity.
 has system of rules (grammar), sound
system (phonology), and vocabulary
(lexicon).
 only human are truly capable of producing.
 Speech community – share same set of rules in
system.
 Language acquisition – process of acquiring
language.
 Mother tongue (First language) - is the
language acquired while growing up.
 Second language – other languages learned.
 Language learning - process of learning
languages formally or informally.
 Language contact - two people from different
speech community communicate.
 Language change - result of language contact.
4. Organizational – organizational contexts. It has
two types: Formal and Informal structure.
 Formal structure - designated channel of
message flows between positions in the
organization. It has four approaches:
downward, upward, horizontal, and
crosswise communication.
 Informal structure (grapevine) comes from
unofficial channels of message flow.
5. Intercultural – between or among people
having different backgrounds.
Types of communication according to purpose and
style:
1. Formal – employs formal language written or
orally. E.g. lectures, public speeches, reports,
etc.
2. Informal – does not employ formal language
written or orally. E.g. e-mail messages, text
messages, personal notes, etc.
1.3 Communication Models
1. Aristotle’s Communication Model
Speaker
1.2 Types of Communication
 Communication
 exchange of thoughts, ideas, concepts, and
views between or among two or more
people.
 can be classified into communication mode,
context, and purpose and style.
 Context
 circumstance or environment in which the
communication takes place.
 it includes physical/actual setting, value
positions of speaker/listener, and relevance
or appropriateness of a message conveyed.
 focuses on certain communication
Types of communication according to mode:
1. Verbal - Non-verbal – combination of words
and facial expressions and/or gestures.
2. Visual – uses visuals such as symbols, signs and
imagery to convey information and/or message.
Types of communication according to context:
1. Intrapersonal – means “within” or “inside,” it is
talking to oneself. E.g. writing, thinking,
reflecting, rehearsing etc.
2. Interpersonal – means “between, among and
together,” it is an interactive communication. It
can be dyadic (between two person) or small
group (three or more people).
3. Extended – uses electronic media. E.g. Skype
calls, public speaking, etc.
Speech
Audience
2. Laswell’s Communication Model
 Harold Dwight Laswell, 1948
Communicator
(Who)
Message
(Says what)
Medium
(which
channel)
Receiver
(To whom)
Effect
(With what)
3. Shannon-Weaver’s Communication Model
 Claude Elwood Shannon and Warren
Weaver, 1949 for Bell Laboratories
 Originally conceptualized as model for
technical communication.
4. Berlo’s Communication Model
 David Berlo, 1960
 Most well-known model, initially called as
SMCR.

General Principles of Effective Communication
1. Know your purpose in communicating. (To
inform, to entertain, or to persuade).
2. Know your audience. (Age, educational
background, profession, culture, etc.)
3. Know your topic.
4. Adjust your speech or writing to the context of
the situation.
5. Work on the feedback given you.
Principles of Effective ORAL Communication
1. Be clear with your purpose.
2. Be complete with the message you deliver.
3. Be concise.
4. Be natural with your delivery.
5. Be specific and timely with your feedback.
Principles of Effective WRITTEN Communication
1. Be clear.
2. Be concise.
3. Be concrete.
4. Be correct.
5. Be coherent.
6. Be complete.
7. Be courteous.
Ethics of Communication
 emphasizes that morals influence the behavior
of an individual, group, or organization.
1. Establish an effective value system.
2. Provide complete and accurate
information.
3. Disclose vital information adequately and
appropriately.
2.1 Forms of Communication
Communication Mode – refers to the channel or
medium through which one expresses his/her
communicative intent.
The following are modes of communication:
1. Face-to-face interaction
 most common of all modes.
 informal or casual conversation between two or
more people.
 establish relationships and maintain them.
2. Video
 very effective for people separated in distance.
 Skype, Messenger, FaceTime, Viber, etc.
3. Audio
 transmitted sound.
 only the voice of speaker is heard.
4. Text-based communication
wider-reach and can disseminate information to
a bigger audience quickly.
 e-mail, facsimile, text messaging and instant
messaging.
2.2 Communication and Technology
Pinoy Top Social Media Users, According to Study
By Miguel R. Camus (2017)
 Filipinos spend more time on social media than
anyone else in the world are going online for
roughly four hours and 17 minutes a day.
 Filipinos spend most of their online time on sites
such as Facebook, Snapchat and Twitter (Digital,
2017).
 Brazilians and Argentinians followed closely
behind, spending three hours and 43 minutes and
three hours and 32 minutes on social media.
 United States is among the bottom half, spending
an average of just two hours and six seconds per
day. The least active were the Japanese, who log on
an average of just 40 minutes daily.
 “It is probably due to the same cultural dynamics
that made us the text messaging capital of the
world,” said Ramon Isberto, spokesperson of PLDT
and Smart.
 “Filipinos like to keep in touch,” Isberto said.
 Philippines’ social media usage was in stark contrast
to its internet speed. Fixed-broadband is among the
slowest in Asia-Pacific, while mobile connections
are fastest (Akamai).
 Philippines, Brazil and Argentina have an average
fixed-line broadband speed of 4.2 mbps, 5.5 mbps,
5 mpbs.
 South Korea was the fastest, with 26.3 mbps,
citizens spend about 1 hour and 11 minutes a day
on social media.
 Philippines’ internet and social media users grew by
over 25%, up to 13 million and 12 million over last
year.
 Mobile was also a fast-growing platform,
accounting for 38 percent of all Web traffic in the
country, up almost a third over 2016.
 The Philippines, so far, had a social media
penetration rate of 58 percent, higher than the
average of 47 percent in Southeast Asia.
 Around the world, internet users grew 10 percent,
or an additional 354 million people, while active
social media users jumped 21 percent, or an
additional 482 million.
 Global active netizens using mobile phones and
other devices surged 30 percent, or another 581
million people.

The total internet penetration rate stood at 50
percent, or 3.77 billion people, the report showed.
 “Half of the world’s population is now online, which
is a testament to the speed with which digital
connectivity is helping to improve people’s lives,”
said Simon Kemp, a consultant at We Are Social.
 “The increase in internet users in developing
economies is particularly encouraging,” Kemp
added.
 The report compiles data from the world’s largest
studies of online behavior, conducted by
organizations including GlobalWebIndex, GSMA
Intelligence, Statista, and Akamai in “a
comprehensive state” of social media reference.
 The 2016 report has been downloaded 70,000 times
and read 2.5 million times on SlideShare so far.
3.1 Communication and Globalization
What is Globalization Anyway?
Alex Gray

Globalization – economic phenomenon by which
people and goods move easily across borders.
 Globalization has been around for centuries. An
example is Silk Road.
 The great leaps in technology has speeded up
globalization process.
 The internet revolutionized connectivity and
communication. The advent of email made
communication faster than ever.
 Globalization has led to many millions lifted out of
poverty.
 The new step forward in technology brings with it
dangers.
 Globalization does not close the gap between the
world’s richest and world’s poorest nations.
 Globalization could lead to “unparalleled peace and
prosperity.” Done poorly, “to disaster.”
 Globalization also impacts communication.
3.2 Local and Global Communication in Multicultural
Settings
Communicating Across Cultures
Carol Kinsey Goman (2011)
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Communication across cultures is challenging. Each
culture has set of rules that its members take for
granted.
Intercultural communication is a subject of
importance.
We are individuals, and no two people belonging to
the same culture are guaranteed to respond in
exactly the same way.
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High-context culture (Mediterranean, Slav, Central
European, Latin American, African, Arab, Asian,
American-Indian) leave much of the message
unspecified, to be understood through context,
nonverbal cues, and inferences of what is said.
While low-context culture (Germanic and English)
expect messages to be explicit and specific.
Sequential culture (North American, English,
German, Swedish and Dutch) give full one attention
to one agenda item after another. While synchronic
culture (South America, Southern Europe, and Asia)
viewed flow of time as a circle, the past, present
and future are interrelated.
Affective show their feelings by laughing, smiling,
grimacing, scowling, and sometimes crying as they
are readily showing emotions. While neutral do not
telegraph their feelings, but keep them carefully
controlled and subdued.
3.3 Varieties and Registers of Spoken and Written
Language
Varieties of English
 World Englishes – localized varieties of English as
they are spoken or used in certain areas.
 The three concentric circles of English are concept
attributed to Braj Kachru.
Three Concentric Circles of English
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Inner circle is with ENL (English as Native Language)
Outer circle is with ESL (English as Second
Language)
Expanding circle is with EFL (English as Foreign
Language.
Variety of English in terms of Social Features:
 Acrolect - closest to the standard
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Basilect – digresses thoroughly from it and comes
closest to the pidgin.
Mesolect – midway between acrolect and basilect.
Edulect – ascertained by social class but are
conveyed or transferred by the kind of instruction
of the school system coming from higher income
families and/or better educated classes (Bautista
and Gonzales, 2006).
 According to Kachru and Nelson (2006), varieties of
English are influenced by the local language(s) in
various areas of their grammars and exhibit specific
phonological, lexical, syntactic, and discoursal
characteristics.
 According to Pope, in case of syntactic features,
question-answering systems differ between Inner
and Outer-Expanding Circles.
 While the former observes the positive-negative
system where the answer follows the polarity of the
question, the latter observes the agreementdisagreement system which poses difficulty to
speakers who follow the positive-negative system
particularly in interpreting the yes or no of the
response unless it is followed by clarification.
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Legalese or legal language is high characterized by
archaic expressions, technical jargons, kilometric
sentences, nominalizations, etc.
Textese or language of text uses abbreviations,
acronyms, slang words, and expressions.
3.4 Exploring Texts Reflecting Different Cultures
Cultural Texts
 Interpretations vary because of differences in
pronunciation. Miscommunication is likely to
happen.
 A cultural barrier does not only pertain to differing
languages. It may also be in the form of a cultural
practice or even a bodily gesture. Example: In
Philippines, thumbs-up gesture signal approval.
While in other countries it is considered offensive.
3.5 Coping with the Challenges of Intercultural
Communication
Challenges in Intercultural Communication
Handshake
Language Registers/Registers of English
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Register – “variety of language defined according to
its use in social situations (David Crystal, 2008). It is
associated with the organization of situation (Lee,
2001).
Style – degree of formality attached to particularly
interpersonal social situation which is reflected by
differences in language (Crystal, 1964).
Genre – associated with organization of culture
(Lee, 2001).
o Field – social setting and communicative
purpose
o Tenor – terms of the role/s required of the
writers and readers
o Mode – light of the knowledge of other
texts required of speakers/listeners.
Language Register – formality of language which
one speaks. It can be formal or informal.
o Formal – formal speaking and writing
situations. It is used in professional writings.
It is more impersonal, objective and factual.
o Informal – appropriate in establishing
personal relationship. It is sometimes
emotional.
Greetings
 In Japan, women bow is different from men.
 In Germany, German bow is termed as diener
which means a bow to and in recognition of an
authority.
Sources of Misunderstanding
1. Ambiguity – lack of explicitness on the part of
the speaker.
2. Performance-related misunderstanding – slips
of the tongue and mishearing.
3. Language-related misunderstand –
ungrammaticality of sentences.
4. Gaps in world knowledge – gaps in content
rather than language.
5. Local context – turns and the turns within
sequences.
Approaches to Studying Intercultural Communication
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Why is there a need to understand intercultural
communication?
People belong to diverse cultures, hence the need
to understand others.
Cultural Diversity – difference in language,
lifestyles, and ways of thinking, speaking and
behaving.
Martin and Nakayama (2010) explained the three
approaches to better understand the concept of
intercultural communication: functionalist,
interpretative, and critical.
1. Functionalist (Social Science) – identifies
cultural variations, recognizes cultural
differences in many aspects of communication
but often does not consider context.
2. Interpretative – emphasizes that
communication and culture and cultural
differences should be studied in context.
3. Critical – recognizes the economic and political
forces in culture and communication; asserts
that all intercultural interactions are
characterized by power.