PURPOSIVE COMMUNICATION PHILOSOPHY Purposive Communication 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 multicultural audience in a local or global context. It equips students with tools for critical evaluation of a variety of texts and focuses on the power of language and the impact of images to emphasize the importance of conveying messages responsibly. The knowledge, skills, and insights that students gain from this course may be used in their other academic endeavors, their chosen disciplines, and their future careers as they compose and produce relevant oral, written, audio-visual and/or web-based output for various purposes. 2 CHAPTER 1 Communication Processes, Principles and Ethics “ Effective communication is when the information was transmitted without changing its content and context. 4 COMMUNICATION The art of creating and sharing ideas for a specific purpose. It comes in many forms: ▪ verbal (language, sounds, tone of voice) ▪ aural (hearing and listening) ▪ non-verbal (body language, facial expression) ▪ written (journal, email ,blog, text message) ▪ visual (signs, symbols, pictures, graphics, emoji) 5 COMMUNICATION Effective communication is dependent on how rich those ideas are, and how much of those ideas are retained in the cyclical process. 6 COMMUNICATION SKILLS Effective communicator must acquire variety of skills that would aid in communicating to others in interpreting the message received from others. 7 AUDIENCE ANALYSIS Extremely important in “packaging” the message and sending it across. Three ways on conducting audience analysis: demographic analysis attitudinal analysis environmental analysis 8 AUDIENCE ANALYSIS DEMOGRAPHIC ANALYSIS -age, gender, culture, ethnicity, race, religion and educational level ATTITUDINAL ANALYSIS -attitudes, beliefs, and values ENVIRONMENTAL ANALYSIS -seating arrangement, number of people likely to attend, room lighting 9 COMMUNICATION BARRIERS In real life are not confined to physical and physiological noise, but could also include cultural difference, varying levels of expectations and experiences, and difference in perspectives and communication styles. 10 COMMUNICATION PROCESS feedback SOURCE message CONTEXT message message 11 message COMMUNICATION PROCESS SOURCE. In personal or professional communication, the sender must know why the communication is necessary, to whom the message is for, and what results are expected. MESSAGE. The information that a person wants to communicate. ENCODING. Process of transferring the message into a format or platform that is expected to be understood or decoded by the recipient of the information. 12 COMMUNICATION PROCESS CHANNEL. Method used to convey the message. DECODING. Happens when the intended recipient of the information receives the message. RECEIVER. The target recipient of the message. The sender may have expectations on the desired response, but the receiver will decode the message based on his/her own personal expectations, perspectives and schema. 13 COMMUNICATION PROCESS FEEDBACK. Mechanism that gauges how successful the communication process is. CONTEXT. The specific situation of both communication setup and the communicators. Involves the environment, culture of the institution/organization, the relationship between the sender and receiver. 14 PRINCIPLES OF EFFECTIVE COMMUNICATION CLARITY. Pertains to the message and the purpose why the message has to be sent. The message should be clear by using appropriate language and communication channels but equally important is that the reason for sending and receiving the message must be understood by both sender and receiver. CONCISENESS. The message should be as brief as may ne required depending one one’s purpose 15 PRINCIPLES OF EFFECTIVE COMMUNICATION COMPLETENESS. The message should be complete and accurate. Background information should be given to provide better context. ORGANIZATION. To ensure the systematic flow of ideas and transition from one point to another. 16 PRINCIPLES OF EFFECTIVE COMMUNICATION EMPATHY. Sender should be sensitive to the needs and interests of the receiver . In case of face-to-face communication, the speaker must always be conscious of the reaction of the listener and adjust his/her communication strategy accordingly. FLEXIBILITY. Effective communicators know how to adapt to varying needs and expectations of their audience, and modify the message or the way the message is sent to avoid misunderstanding or misinterpretation. 17 COMMUNICATION STYLES IN VARIOUS MULTICULTURAL CONTEXT 18 THE COMMUNICATION STYLES MATRIX SPIRITED CONSIDERATE DIRECT SYSTEMATIC HIGH EXPRESSIVENESS + HIGH ASSERTIVENESS HIGH EXPRESSIVENESS + LOW ASSERTIVENESS LOW EXPRESSIVENESS + HIGH ASSERTIVENESS LOW EXPRESSIVENESS + LOW ASSERTIVENESS 19 ETHICS IN COMMUNICATION Genuine Open Cooperative Sensitive to one’s cultural and social beliefs 20 ETHICS IN COMMUNICATION 21 ETHICS IN COMMUNICATION 22 ETHICS IN COMMUNICATION Active and respectful listening (for face-to-face communication) Avoiding prejudices Showing commitment and genuine interest Respecting socio-cultural beliefs and practices of others 23 ACTIVE AND RESPECTFUL LISTENING While listening is important to decode the message accurately, active listening allows a person to help others communicate better. It also provides opportunities to be more productive at work, establish deeper relationships, and increase efficiency in both study and work. Most importantly, active listening helps avoid misinterpretation and misunderstanding. 24 ACTIVE AND RESPECTFUL LISTENING The importance of self-awareness. Requisite for ethical communication is aware of one’s behavior and habits during the communication process in different circumstances. 25 ACTIVE AND RESPECTFUL LISTENING While listening, the following must be considered: Body language. Are you supposed to stand or remain seated? Fidgeting or relaxed? Eye Contact. Make a direct eye contact and keep it? Are you supposed to do that? Or just look away, look down or turn your attention to your environment? Sense of the Message. Can you rephrase the message? Or your mind wander off to another topic, or to another person? Turn-taking. Are you actually listening or just waiting for the person to stop to have your turn? 26 “ You cannot truly listen to anyone and do anything else at the same time M. Scott Peck 27 TRIVIA Place your screenshot here Eye contact preferences differ across cultures. In most Western countries, people place premium eye-eye contact communication, as it implies honesty and trust. In Japanese culture, however, maintaining eye contact for a sustained period of the time is disrespectful. In some Arab countries, prolonged eye contact is intrusive and is done only with people they are close with. 28 ACTIVE AND RESPECTFUL LISTENING The importance of active listening. Being an active listener requires involvement in the conversation or communicative situation. It demands conscious effort to be attentive to the words and more importantly, to the sense of the message being relayed. This necessitates concentration and practice. 29 ACTIVE AND RESPECTFUL LISTENING Five Key Aspects of Active Listening 1. 2. 3. 4. 5. Pay close attention. Show physical manifestations that you are listening. Don’t interrupt. Check for understanding. Respond appropriately. 30 HOW PAST EXPERIENCE AND PREJUDICE AFFECT COMMUNICATION Most people bring their past experience into a communication situation. They pitch in existing information because they learned in the past that adding information makes the communication more successful. In any case, people enter into a communicative situation with certain expectations, and they behave or react accordingly. 31 HOW PAST EXPERIENCE AND PREJUDICE AFFECT COMMUNICATION Past experiences inevitably affect people’s communication styles in the future. When their audience responded positively to their message, chances of them repeating the same style are relatively high. When they were turned down or given negative feedback, this will definitely influence how they deliver message next time. 32 HOW PAST EXPERIENCE AND PREJUDICE AFFECT COMMUNICATION PAST EXPERIENCE EFFECT TO COMMUNICATION Your parents reacted negatively when you opened up about your interest for a certain craft. You hesitate to discuss the topic with them despite of your rich potential to that craft. Your colleague has forgotten some very important information many times in the past. You give him/her reminders every now and then to avoid messing up again. A subordinated in a group that you lead disagreed twice in your suggestions. You don’t ask for your subordinate’s opinion anymore, even if he might agree with you this time. Your teammates reacted to positively to your strategy. You use the same strategy in similar situation. 33 HOW PAST EXPERIENCE AND PREJUDICE AFFECT COMMUNICATION PREJUDICE when people take their past experiences and make it certain assumptions that the same experience will happen with the same people, given the same context. When people isolate an experience with one “type’ of person or one group of people, then behave as if all encounters with people of the same “type”, or at least with the same characteristics, will lead to the same experience. This eliminates a people’s personal identity and individuality. 34 HOW PAST EXPERIENCE AND PREJUDICE AFFECT COMMUNICATION EFFECTIVE COMMUNICATOR avoid prejudice because it influences the communication process even before it begins. view people as separate from any preconceived notions others may have about them. They see the value of the individual as a person of worth, and thus will respect that individuality. 35 SHOWING COMMITMENT AND GENUINE INTEREST Being committed means giving sufficient time and resources to any discussion or conversation, and being open to any issue that may arise 36 SHOWING COMMITMENT AND GENUINE INTEREST The BELLY BUTTON PSYCHE 37 COMMUNICATION AND GLOBALIZATION 38 COMMUNICATION AND GLOBALIZATION The notion of the world being global village has been a hot topic ever since the idea was brought up, especially in the light of the rapid advances of technology and digitization. Globalization has been regarded as the key to the worldwide integration of humanity, where there is an increased economic, political, and cultural integration and interdependence of diverse cultures. 39 COMMUNICATION AND GLOBALIZATION Communication in the modern world must be anchored on the concept of diversity, since effective communication and the ability to understand cultural differences are skills that have become requisites not only for a meaningful social life but also for a successful career. Digital Technology has erased territorial boundaries among countries and among people with varying cultures. The notion of being a ‘stranger’ has been revolutionized. 40 COMMUNICATION AND GLOBALIZATION Most business organizations, when products can go global and the manner by which any product is communicated to the global market can make or break the brand. 41 COMMUNICATION AND GLOBALIZATION 42 COMMUNICATION AND GLOBALIZATION 43 COMMUNICATION AND GLOBALIZATION In some cases, cultural differences have accentuated cultural insensitivity, which is most felt in the business world. Everyone is a consumer or particular business products, it is important to know the issues, etiquette, protocol, communication styles and negotiation approaches of people from different cultures using the business experience as example. 44 COMMUNICATION AND GLOBALIZATION 45 COMMUNICATION AND GLOBALIZATION The cost of cultural insensitivity in global communication can be felt in everyday communication, as cultural misunderstandings often lead to misinterpretation and unnecessary tension between people. In a highly global environment, the challenge that faces everyone is to learn to understand, accept, and address cultural-and communication-differences. 46 LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTINGS 47 JUST SO YOU KNOW! Place your screenshot here 40 Filipino-coined words were added in the Oxford English Dictionary in 2015, all of which were categorized under Philippine English. These include words such as “balikbayan,” “highblood,” “carnap,” “gimmic’,” “despedida,” and “dirty kitchen,” among others. 48 LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTINGS Extreme 1: The goal of national or regional identity. People use a variety of English with its specific grammar, structure, and vocabulary to affirm their own national or ethnic identity. Extreme 2: The goal of intelligibility. Users of regional variety ideally still be readily understood by users of English everywhere else in the world to fully participate in the use of English as international language. 49 COMMUNICATING IN A MULTICULTURAL SOCIETY Culture guides communication; it is the lens through which people should see the world. It tells people who they aretheir identity and how they act, think, and communicated. People who do not realize that other cultures may not be the same as theirs in terms of the way they think, behave, look or speak are risking being judged as ignorant, insensitive or simply culturally confused. This often leads to communication breakdown or worse, personal and professional conflicts. 50 COMMUNICATING IN A MULTICULTURAL SOCIETY CULTURE MULTICULTURALITS CULTURALLY CONFUSED ASSIMILATION CO-CULTURE ACCOMODATION SEPARATION INTERCULTURAL COMMUNICATION ETHNOCENTRISM CULTURE RELATIVISM INTERNATIONAL COMMUNICATION INTERETHNIC COMMUNICATION INTRACULTURAL COMMUNICATION MELTING PLOT PHILOSOPHY CULTURAL PLURALISM 51 COMMUNICATING IN A MULTICULTURAL SOCIETY Intercultural communication; when graduates from Cagayan, Batangas, Ilo-ilo, and Davao go to Manila and work in the same office, they would have to relate with each other’s cultural differences even if they come from the same country. 52 COMMUNICATING IN A MULTICULTURAL SOCIETY Assimilation. Non-coffee drinker drinking coffee with officemates; A non-Catholic doing the sign of the cross. Accommodation. Wearing sari to work; Adjusting work hours to pray as required in one’s religion. Separation. Eating lunch alone; Refusing to sing national anthem since its is against one’s beliefs. 53 COMMUNICATING IN A MULTICULTURAL SOCIETY How to greet When to speak When to remain silent How to behave under extreme emotions How to gesture while speaking or listening How close to stand or sit How to react with someone’s words 54 EVALUATING MESSAGES OR IMAGES OF DIFFERENT TYPES OF TEXTS REFLECTING DIFFERENT CULTURES 55 MULTIMODALITY Uses two or more communication modes to make meaning. Shows different ways of knowledge representations and meaning-making, and investigates contributions of semiotics resources (language, gestures, images) that are co-deployed across various modalities (visual, aural, somatic, etc.). Highlights the significance of interaction and integration in constructing a coherent text. 56 MULTIMODALITY The creation of multimodal texts and outputs requires a creative design concept that orchestrates the purposive combination of text, color, photo, sound, spatial design, language, gestures, animations and other semiotics, all with the unitary goal of bringing meaning to life. 57 MULTIMODALITY As to purpose, the creator of the text must be clear on the message and the reason (s) why the message has to be delivered. As to audience, the nature, interests and sensitivities of the target audience must be considered so the text will not be offensive and hurt people’s sensibilities. As to context, should be clearly delivered through various semiotic resources, and in consideration of the various situations where and how the text will be read by different people having different cultural backgrounds.
