Republic of the Philippines

Commission on Higher Education

Region III

LYCEUM OF WESTERN LUZON ZAMBALES, INC.

Batonlapoc, Botolan, Zambales

PURPOSIVE
COMMUNICATION
Module 3: Local and Global Communication in Multicultural Settings

MARIE AILEEN M. SANTOS

Instructor

JOSSETTE Y. PEREZ-DAES
School President
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Lesson 3. LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL

SETTINGS

Communication is guided by culture and

context. It is predicted by the type of
culture dictated by its context. Culture is
manifested in our actions and affects how
we tell the world who we are and what we
believe in. It also the basis for how we
behave in a certain communication
context. The context of communication
brings a better understanding about culture
in general and our own culture in
particular. Context was conceptualized by
Edward T. Hall, a cultural anthropologist,
as anything that refers to the stimuli,
environment, or ambience surrounding an event. Our notion of context leads us to be better able
to adapt to a multicultural perspective of communication.

Local communication is highly grounded on the cultural context. This context of

communication reflects the culture of people who are creating their self-identity and community.
On the other hand, global communication has turned to be a modifying factor of local
communication. it attempts to bring changes that affect communication conventions.

The increasing diversity of cultures throughout the world requires the study of
intercultural communication, a discipline that focuses on how culture affects communication.
Intercultural communication concerns on the ability to understand and value cultural differences.
It considers the context of communication where people from different cultural backgrounds
interact and underscores the wide range of communication process and problems that naturally
appear within a social context.
Language is a cultural component that is linked to intercultural understanding. How
language is used and its non-verbal forms are decoded based on culture. Hence, enhancing oral
and written communication in intercultural environments is a way to achieving intercultural
competence.

Principle of Cooperative Conversation

Local and global communication are kept constant in multicultural setting. It requires
the need to foster cooperative conversation for a successful communication. The norm or
convention in communicating should be observed by the communicators regardless of their
cultural backgrounds and the required context of oral communication. Culture is considerable
and context recognizable; however, communicators engaging in a cooperative conversation
should communicate following Grice’s Principle of Cooperative Conversation, which states that
every communicator engaging in a conversation should follow a set of convention during
communication. Failure to recognize Grice’s four maxims in conversation would mean becoming
inefficient and ineffective in any local or global communication. Hence, Grice’s principle, which
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consists of four maxims, is presented in this chapter so that all communicators will become
observant and sensitive in their role in the communication process. They should be cooperative
communicators in the speech context in order to achieve effective communication.
1. Maxim of relation. Every interlocutor should be relevant in conversation.
This relevance is a norm that dictates the need for the interlocutors to become
sensitive in the communication process.
2. Maxim of quantity. Grice underscores that every interlocutor should observe
a “fair-share-talk of time.” Everyone should be given the opportunity to talk.
One should not dominate the event; instead, s/he should give time for others to
talk.
3. Maxim of quality. The truth value of a message is held primary in a
conversation. The accuracy of the message should be upheld. It should not go
beyond what is true nor deduced in its essence.
4. Maxim of manner. In the local culture, manner of saying a word is more
regarded than its content.

Modes of Communication

Words and gestures used in a particular region or country to give meaning to certain
ideas. Words are primary in communication, but gestures would even make a meaningful
communication. Below are the modes of communication in an intercultural communication:

Words, Greetings, and Expressions Used in Intercultural Communication

Language is linked to intercultural and understanding. Words, greetings, and

expressions are used based on culture and context. Likewise, expressions abound and are
language specific.

How do you say “Take care” in different languages?

Language Translation Context

Filipino ingat
Kapampangan mimingat
Cebuano Dad-a sap ag-atiman
Iluko agannadka Added is the topic “ka” which
means “you”
Indonesian hatihati
Malay jagadiri
Mandarin Bǎozhong
Korean jalkaseyo Really polite
Turkish kendineiyibak
French prendssoin To tell to close friends
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Latin curae
Spanish cuidate For friends or family
Common words, greetings, and expressions in four languages

Words/Expressions French Spanish Korean Mandarin/Chinese

Hello bonjour hola annyeong Ni hao
Goodbye Oh reh-vwah Adios Annyeong zaijian
higasipsio
Thank you Merci gracias gomawo Xie xie ni
I love you Je t’aime Te amo Sarang haeyo Wo ai ni
All the best Bien a vous Todo lo mejor Haenguneul yilushunfeng
dama
Congratulations felicitations felicidades Chookha gongxini
hamnida
Happy New Year Bonne annee Prospero Año Sebok-mani- Gong xi fa cai
Nuevo baduseyo
Merry Christmas Joyeux Noel Feliz Navidad Jilgohun- Sheng dan jie
christmas kualie
bonoseyo
Good luck chance Buena suerte Hengunul- Zhu ni haoyun
beegeyo
Happy Birthday Joyeux Feliz Sang ilchuka shengrikuaile
anniversaire cumpleaños he yo
You’re welcome De rien De nada Chonmaneyo Bukeqi

Body Language Used in Intercultural Communication

Body language is a form of non-verbal communication in which visible body
language communicates particular messages, either in place of, or in conjunction with speech It
has always been part of communication; however, its meaning may vary from one culture to
another. In a multicultural context of communication, you should culturally sensitive to the
differences of this body language. You might fail to communicate effectively if rules and norms
of communication are abandoned. Effective communication therefore, would require the
communicator appropriate knowledge of the cultural use of body language in multicultural
setting. Below are sets of common body language manifested in a multicultural setting.

a. Shaking hands. In the Philippines and in America, the

cultural gesture of shaking hands upon greeting is
considered the norm when doing a person-to-person
introduction. In fact, to refuse a handshake is considered
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very rude gesture. In Saudi Arabia, you can shake a man’s hand after meeting him but
you cannot shake a woman’s hand at all in greeting.

b. A-OK Sign. The OK hand gesture in America and England

is quite popular and considered a general gesture that
denotes an agreement of sentiment. However, this gesture
in Brazil is the equivalent of using your middle finger as a
gesture in America. Likewise, the OK hand gesture is taken
as an insult in most Latin America countries, Austria, and
France.

c. Thumbs-Up. It can be an equivalent to the OK gesture and

is widely used within America, England, and the
Philippines. Once again, in a large number of cultures
around the globe, giving a thumbs – up gesture is a very
large insult. In the Americas excluding the United Sates,
thumb – up is a horrible idea. Using this gesture can be
denoted as a sexual insult and correlated to the middle
finger meaning in the United Sates.

d. Sitting with crossed legs. Sitting with crossed legs is

common in North America and European countries, but it is
considered disrespectful in Asia and the Middle East where
a straight and balanced posture prevails as the norm.

e. Eye contact. When speaking to someone, eye contact is

considered a positive aspect of body language in the
Philippines. It is also common in Spain and the Arabic
culture (among people of the same sex). Not looking back
when someone is looking at you is considered disrespectful
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and demonstrates insecurity, lack of interest, or indicates

deception.

f. Nodding the head. For Filipinos, head nod up and

sown generally means agreement, approval, or
“yes” while head nod from side to side or head
shake means the reverse. However, Bulgarians and
Greeks, for example, are known for their unusual
manner of saying “yes” and “no”: nodding up and
down indicates a negative response.
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g. Tugging the earlobes. The Portuguese tug their

earlobes to indicate tasty food, the Spaniards to
signify that someone is not paying their drinks, but
in Italy to insinuate sexual innuendos.

h. Pointing using the lips. In some culture – Filipino,

Native American, Puerto Rican, and many Latin
American cultures – people use their lips to point
instead of a finger. In the West, people often kiss
when they meet or when they say goodbye; in many
Asian countries, it is considered too intimate of an
action to be displayed in public.

i. Broad arm movement. Many cultures use their arms

freely, as in Italy or the US, where they often wave
their arms around when talking. However, Northern
Europeans find it hard to tolerate gesturing with the
arms, associating with with insincerity and over
dramatization. In Japan, gesturing with broad arm
movements is considered impolite.
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Cultural Communication Barriers

Sometimes, the goal of communication is not achieved due to communication barriers
brought by culture. These barriers obviously give difficulty in understanding people, whose
language is different, and evidently challenge people who are trying to work harmoniously
with others of a different background. Because of these, people from different parts of the
world may display different emotions and behaviors due to their varying frame of reference.
Hence, there are cultural barriers to communication (Penn, 2017) in the multicultural setting.

1. Language barrier. Language is evidently the primary barrier of communication in

second and foreign language contexts. Because of its complexity, communication
between people speaking different languages is difficult.
2. Hostile Stereotypes. Stereotypes are generalizations or assumptions people make about
the characteristics of members of a group, based on an image about what people in that
group are like.
3. Behavior differences. Differences of behavior between employees of different cultures
can cause misunderstandings. Behavior differences can hamper effective communication
if they are not recognized.
4. Emotional display. Different cultures have varying regard on emotional display. What is
considered appropriate display of emotion in one culture may not be appropriate in
another culture.

Enhancing Oral Communication in a Multicultural Setting

In a multicultural setting, global communication is increasingly performed in English

which has already influenced the nature of local communication. In the Philippines, for
example, an academic organization subscribes to the use of the English language despite
of its autonomy to choose its language of instruction and business transactions. This is
due to the increasing demand of international connections, which requires the use of
lingua franca, the English language used in global communication, even for non-English
speaking nations like the Philippines. English is so dominant that when Koreans visit
Philippines, English is the language they use to conduct business. It means, therefore, that
local communication is affected and influenced by a more demanding nature of global
communication. Guffey (2008) suggests the following helpful situations in which one or
both communicators may be using English as a second language.
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1. Learn foreign phrases. Even when conversing in English, foreign nationals

appreciates speakers who know how to speak their language – greetings and
survival expressions in their language.
2. Use simple English. Use simple vocabulary with short sentences. Simple and
familiar words are easier to understand than difficult and unfamiliar ones.
3. Speak clearly and enunciate clearly. Do not talk fast when communicating,
especially to people who have different language and cultures as yours.
4. Observe eye messages. The sincerity of speakers is gauged at their eyes.
5. Encourage accurate feedback. Let your speakers respond verbally.
6. Check frequently for comprehension. Do not finish your talk before you request
for feedback or ask questions for comprehension check.
7. Accept blame. If your listeners were not able to understand what you said, and
they became inquisitive due to your unclear message, graciously accept the blame.
8. Listen without interrupting. Do not attempt to fill out ideas for the speaker, else
you will be described impolite.
9. Smile when appropriate. Smile is a useful form of communication in either
personal or business transactions.
10. Follow up in writing. Results of conversations or oral negotiations should be
confirmed with follow – up letters.

Developing Written Communication to Multicultural Audiences

The effectiveness to write documents to multicultural audiences is greatly considered.
Your writing style and tone should be appropriate to the culture of the receiver and context
where it was written. Politeness can be achieved by conforming to the language as well as the
visual presentation of the document. Guffey (2008) elaborates that written messages can be
improved by considering local formats, using short sentences and paragraphs, avoiding
ambiguous expressions, striving for clarity, using correct grammar, citing numbers carefully, and
accommodating readers in organization, tone, and style. The following are Guffey’s suggestions,
coupled with the earlier guidelines, that can help you create successful written messages for
multicultural audiences.
1. Consider local styles. Documents have their standard formats; hence, writers should
know which one is followed or recommended by the receiver of the document.
2. Observe titles and status. Use last names, titles, and other signals of rank and status.
For instance, in writing the inside address of a letter, the title and position of the
receiver should be explicitly written. This signals politeness in business letter writing.

Observance of Title and Status:

Engr. Marco Philip S. Mercado

District Engineer, Tarlac 1st District Engineering Office
Hilario Street, Tarlac City, Tarlac
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Nonobservance of Title and Status:

Marco Philip S. Mercado

Tarlac 1st District Engineering Office
Hilario Street, Tarlac City, Tarlac

3. Use short sentences and short paragraphs. The use of few words in sentences and a
few lines in paragraphs is greatly considered for the readability of your message.
4. Avoid ambiguous expressions. Use action-specific words (e.g. purchase a computer
rather than get a computer). Also, include relative pronouns (that, which, who) for
clarity in introducing clauses. Do not use contradictions (e.g. don’t, cant, weren’t),
and stay away from using the following:

a. Idioms and figurative clichés. This form of language uses words and
expressions with a meaning that is different from the literal interpretation.

Examples:
beat the clock – to do something before the deadline
do the dirty work – to do the disagreeable, illegal, dishonest things
labor of love – a work that brings you great pleasure
go with the flow – to do what people do and accept things as they are
bend the law or bend the rules – to cheat a little bit without breaking the law

b. Slang. It is a shortcut or highly colloquial word that suggest excessive

informality and lack of appreciation in the workplace setting.

Examples:
gonna – going to
wanna – want to
cover your ass – protect yourself from possible criticism
okay – all right

c. Acronym. It is formed from the initial letters of other words and pronounced
as a word.

Examples:
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LAM – leave a message

IMO – in my opinion
AKA – also known as
AWOL – absent without leave
ASAP – as soon as possible
d. Abbreviation. It is a short form of a lengthy expression.

Examples:
acct – account
recd – receive
w/o – without
fwd – forward
ad – advertisement

e. Jargon. It is a type of language that is used in particular occupation, often

words are meaningless outside a certain context.

Examples:
bang for a buck – a business jargon for getting the most for your money
helicopter view – an overview of a job or project
desk job – a job that is typically confined to duties from a desk
end-user perspective – what the customer thinks about a product or services
cubicle farm – a section of the office that contains worker’s cubicles

5. Strive for clarity. To present the message clearly, the writer must avoid words that
have multiple meanings.

6. Use correct grammar. Any written documents should be grammatically correct.

7. Cite numbers carefully. Numbers should be written following the metric system.
Spell out numbers one to nine and write the figure for numbers 10 and above, but
spell out the number if it begins a sentence. Avoid using figures to express the date,
for example, April 8, 2021 should not be written as 4/8/2021. Guidelines on data
format must be observed.

8. Accommodate the reader in organization, tone, and style. Organize your message,
observing appropriate tone and style, to appeal to your audiences. Style is the way in
which your document is written which influences the reader’s impression of the
information itself. It aims to present your information in a manner appropriate for
both the audience and purpose of the writing. On the other hand, the overall tone or
the attitude of a piece of writing should be appropriate to the audience and purpose. It
may be objective or subjective, logical or emotional, intimate or distant, serious or
humorous.
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PURPOSIVE COMMUNICATION
ACTIVITY #3

Name: __________________________________________________Score:_________________
Course, Year&Section: _____________________________________Date: _________________

I. Match items in column A to their descriptions in column B. Write only the letter of
your choice on the space provided.

______1. Hostile stereotypes a. hampers communication

______2. Behavior differences b. primary barrier of communication
______3. Language barrier c. prejudging an individual
______4. Emotional display d. becoming outrageous in the workplace
e. what is appropriate in one culture may
not be appropriate in another

______5. Slang a. different from literal interpretation

______6. Jargon b. a short form of lengthy expression
______7. Acronym c. word choice
______8. Abbreviation d. shortcut or highly colloquial words
______9. Idiom e. used in a particular occupation
______10. Diction f. formality of use
g. formed from initial letters and
pronounced as a word

II. Check out emoticons and their meanings on the net

(http://www.unicode.org/charts/PDF/U1F600.pdf)). Study their meanings. Then,
imagine that you are trying to convince someone for her/him not to move to
another country. Write a passionate plea (a serious and emotional request)
discussing some of the wonderful times you have had together. Also, mention an
embarrassing moment you shared. Express with passion and feeling. Be creative.
Be sure to include emoticons for emphasis of your emotions.
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