GE-PC: Purposive Communication – AD 422 • Though the concept encompasses both vocal

• Request for wifi, aircon repair, projector / tv (spoken words) and nonvocal (e.g., writing, sign
language), the focus is on the former.
Communication - is the process of transmitting
information and common understanding from one Five Functions of Communication:
person to another (Keyton, 2011);
• an interdependent process of sending, receiving, 1. Regulation (Control)
and understanding messages (Dunn & • spoken language is used to control one’s or
Goodnight, 2011) other people’s behavior or activities
• pertains to the exchange of information between o “Raise your hand if you have any
two or more people, questions.”
• happens when one encounters or observes a
2. Social Interaction
behavior (verbal or nonverbal) and gives
• speaks to create relationships, form
meaning to it—a meaning ideally similar to what
associations, develop intimacy, and maintain
is intended.
bonds and connections with other people.
Note: the steps are interlinked, continuous, and dynamic. o A colleague encouraging a fellow
employee by saying, “Don’t worry. You
Interpersonal Communication – within yourself can do this,” can be a case of starting a
Intrapersonal - friendlier camaraderie.
Small Group o “Hi. How are you?”
Public
3. Motivation
Elements of Communication: • concerns expressing one’s desires, goals,
inclinations, choices, preferences, likes and
1. Sender – encoder; source of the message dislikes, and needs and wants
2. Message – ideas and feelings encoded (verbal o Stating “I’d like to become a teacher”
or nonverbal) manifests an aspiration.
o "I'd like to put up a business in the
3. Receiver – decoder; recipient of the message future."
4. Channel – medium; vehicle used in message
conveyance; based on the form of delivery 4. Information
(verbal or nonverbal) and the means used in • Verbal communication plays a major role in
delivering (f2f or online) disseminating information whether by asking
for or giving directions, instruction, or ideas.
5. Feedback – verbal or nonverbal responses; how o "Turn right at the next corner and drive
the message is interpreted past the gasoline station. The hospital is
6. Interference – noise; hinder recipient’s ability to to the right just a few meters from the
send or receive messages; barrier to station."
communication;
5. Emotional expression
• External: physical environment (e.g.
• One communicates orally to show one’s
loud party)
feelings and emotions.
• Internal: psychological/mental o A person saying “I’m hurt” is voicing out
interference (e.g. biases, wandering what he or she feels.
thoughts); physiological (e.g. articulation o “I’m mad at you for leaving me”
problem); semantic, jargon, abstract
ideas Nonverbal communication – conveyance of meaning
by means of body language (e.g., gestures, facial
7. Context – situation and environment where expression, eye contact, posture) or paralanguage (e.g.,
communication occurs; dimensions are: pitch, volume, speaking rate) instead of spoken or
a. Physical – place, classroom written words.
b. Social – occasion and the people
involved; students in class Specific classifications of nonverbals include:
c. Cultural – attitudes, beliefs, and • proxemics (space),
practices of the communicators • chronemics (time),
• oculesics (eye movement),
• haptics (touch),
• kinesics (body movements, gestures, facial
expressions),
• objectics (clothing, ornaments, jewelry, other
artifacts),
• vocalics (voice),
• olfactorics (smell),
• colorics (colors),
• pictics (pictures),
• iconics (signs/symbols).

Verbal and Nonverbal Communication and their Seven functions of Nonverbals:

Functions 1. To replace (Replacement)
• Actions can replace or substitute speech.
Verbal communication – use of sounds and words to
impart one’s thoughts or feelings.
 • one employs nonverbal forms of o Remarks such as “I like it” as a
communication with recognizable and nearly compliment, though not sincere,
universal meanings to avoid confusion. may sound convincing if they are
o one can shrug shoulders instead of said with eagerness and a smile
saying “I don’t know” and wave o Wearing loose clothing to hide some
hands instead of saying goodbye. belly fat
o Giving a thumbs-up while staying
silent. According to Albert Mehrabian, when words and body
language contradict, one is inclined to believe the
2. To repeat (Repetition) latter (Belludi, 2008). If this takes place, movements or
• Gestures duplicate and reinforce one’s gestures may become barriers to a successful exchange
message of ideas.
• Nonverbal communication can either occur
simultaneously with the verbal or follow and
repeat the word said.
• Like replacement function, consistency in
the meaning of both verbal and nonverbal is
important.
o act of nodding while saying yes is a
restatement, and so does pointing
while giving directions
o Saying 'Bye, bye" while waving

3. To complement (Complementation)
• enhances and adds nuance to the meaning
of a verbal message.
• However, gestures that aim to complement
cannot be used alone or else they may be
misinterpreted. Mediated and Ethical Communication
o one rubs one’s stomach when
feeling hungry or says “I passed the Mediated Communication - interaction carried out by
test” with a sarcastic tone using information communication technology, such as
o Saying "I'm sorry" while patting mobile phones, computers, and the Internet.
someone's shoulder
• This means of sending/receiving messages can
4. To accent (Accentuation) be synchronous or asynchronous.
• is to emphasize certain parts of the verbal Emails, chat rooms, social networking sites, and other
intent or the utterance. technologies have chat rooms, and social networking
• often done by increasing voice volume, sites have made communication for personal and
prolonging a word, moving forward, and business reasons instant, speedy, convenient, and far-
even widening the eyes. reaching. However, this brand of communication has
o If the “very” in the line “I’m VERY drawbacks. Gestures, voice, tone, and other nonverbal
angry with you” is emphasized, it is signals that reinforce one’s message is lost, thus making
likely louder the meaning susceptible to misinterpretation. Moreover,
o Saying "Your dog is cute" with a issues on confidentiality and trust, among others, surface
particularly high pitch on 'cute (Chin, 2016).
Note: Some authors regard repetition, complementation, Ethical Communication - sender’s message can affect
and accentuation as part of one function - the receiver in a positive or negative way.
reinforcement.
Ethics - set of principles or rules for correct conduct as
5. To regulate (Regulation) to what is right or wrong and what makes something
• to control the flow of conversations. right or wrong.
• For instance, to signal the beginning of an
interaction, one must face the person, move
closer, or look at him or her directly. Basic principles of ethical communication:
o Conversely, looking at one’s watch (Hybels & Weaver, 2009; Wood, 2014). The first five are
repeatedly is an indication that laid down by the National Communication Association
he/she has to go, and the other (NCA), an organization of American teachers and public
person must stop talking. speakers. The sixth principle is echoed by Wood (2014),
a scholar and professor of communication and gender.
6. To contradict (Contradiction)
• occurs when verbal and nonverbal 1. Strive to understand and respect others’
messages contradict each other. communications before evaluating and
o Saying “I’m all right” with a frown is responding to their messages.
an example of nonverbal cues
contradicting verbal statements. 2. Help promote communication climates of
o Saying "I'm not angry" in a loud caring and mutual understanding that protect
voice and with eyes widening. the unique needs and characteristics of
individual communicators.
7. To deceive (Deception)
• can be utilized to mislead the listener. 3. Condemn communication that degrades
• Gestures and actions supplement the individuals and humanity through distortions,
message, therefore making it believable. intolerance, intimidation, coercion, hatred, or
violence.
 Cultural Diversity – existence of various cultural or
4. Commit yourself to the courageous expression ethnic groups within a society
of your personal convictions in pursuit of fairness
and justice. Culture – system of knowledge, beliefs, values, customs,
behaviors, and artifacts that are acquired, shared, and
5. Accept responsibility for the short-term and used by its members during daily living
long-term consequences of your own • Way of life of a particular
communication and expect the same from
others.
Co-Cultures - composed of members of the same
general culture who differ in certain ethnic or sociological
6. Avoid plagiarism—the presentation of the work
ways from the parent culture
of another person in such a way as to give the
• a group that shares values, norms, etc. but
impression that the other’s work is your own.
not defined by the place one lives, grows up,
or one’s nationality
7. Promote honesty, truthfulness, and accuracy
as essentials to the integrity of communication.
Note: no culture is superior and that some may coexist
within a culture or a place
Communication is ethical when it follows certain
established principles or rules of Conduct. African Americans, Hispanic Americans, Japanese
Americans, the disabled, gays and lesbians, cyberpunks,
These principles promote respect, harmony, and and the elderly (who are also Americans) are just some
overall positive well-being of the communicator’s of the co-cultures belonging to the same culture (Forey &
relationship with others and the society in general. Lockwood, 2010)

Module 2: Communication in a Globalized World Strategies in Interacting with a Dominant Culture:

1. Accommodation - attempt to maintain their
"To effectively communicate, we must realize that we cultural identity while striving to establish
are all different in the way that we perceive the world relationships with members of the dominant
and use this understanding as a guide to our culture – they may take on values and beliefs of
communication with others." the host culture and accommodate them in the
public sphere while maintaining the parent
culture in the private sphere.
(Anthony Robbins - American author, coach,
motivational speaker, and philanthropist)
2. Assimilation - attempt to fit in or join with
members of the dominant culture – they give up
Globalization and digital technology are two their own ways in an effort to assume the modes
developments that ushered interconnectedness of behavior of the dominant culture.
among countries in terms of economy and
communication making people of different races and 3. Separation - resist interacting with members of
cultures to move around and interact. the dominant culture

Communicators who fail to realize that people

from different cultures may not look, think, or act as Cultural Relativism - acceptance of other cultural
they themselves do may run the risk of being judged groups as equal in value as that of their own
as insensitive, ignorant, or culturally confused (lacking
an understanding of cultural difference), who may pay Ethnocentrism - tendency to see their culture and its
a high price for cultural misunderstandings that often practices as superior compared to others
lead to lost opportunities such as business
transactions, and increased level of tension between Four (4) variables to distinguish cultures:
people during meetings and social gatherings. Hence,
cultural-difference awareness and effective 1. Individualism vs. Collectivism - reveals how
communication are necessary knowledge and skills people define themselves in their relationship
to be able to embrace cultural diversity – the with others
existence of various cultural and ethnic groups in a
society. 2. High Context vs. Low Context - reveals a
culture’s communication style
Intercultural Communication – process of
interpreting and sharing meanings with individuals 3. High Power Distance vs. Low Power Distance
from different cultures - measures the extent to which individuals are
willing to accept power differences
• gives emphasis on social attributes, thought
patterns, and cultures of different groups of
4. Masculine vs. Feminine - reveals attitudes
people
toward gender roles; the value placed by
members on something, e.g. material possession
Number of forms:
1. Interracial Communication – occurs when
interactants are of different races
2. Intracultural Communication – between
persons representing same racial, ethnic or other
co-culture groups
3. Interethnic Communication – communicating
parties have different ethnic origins
4. International Communication – between
persons representing different nations and
political structures
 A. Contextual Differences

Cultural context varies across nations, and it is

usually evident in the way business people approach
decision making, problem-solving, negotiations,
interactions within an organization, and socializing
outside the workplace. People in low-context cultures
tend to focus on results, while those from high-context
emphasize building and protecting relationships.

B. Legal and Ethical Differences

Legal and ethical behavior is likewise influenced

by cultural contexts. What may be desirable and
acceptable for one culture may yield a different reaction
in another.

C. Social Differences

Awareness of cultural variations minimizes conflict

and respects differences allowing individuals to adjust
their manner of interacting with others and fostering
better relationships.

• Attitudes toward work and success. According

to a study by industrial psychologist In-Sue
Oh, East Asian workers are “happier and more
successful when they have a good relationship
with colleagues and supervisors, while North
Americans thrive when they enjoy gratifying job
assignments and organizational policies”.

• Roles and Status. People's roles are influenced

by culture. In the United States, students ask
teachers questions and even challenge
teachers' responses, while in other
cultures students exhibit further
obedience. Further, culture dictates how people
show respect and signify rank (Bovee & Thill,
2013). People in China are addressed according
to their official titles, e.g. Manager, but in
the US respect towards top managers is shown
by addressing them as Mr/Ms. Roberts.
Biases - preconceived opinions not based on reason or
experience • Manners. Winking and whistling in public are
normal in the Philippines but inappropriate
Stereotypes - fixed images/ideas, labels when they in India. Belching is considered socially
communicate with individuals having different cultures inappropriate in the US and other Middle
and bear in mind that their culture is not superior than Eastern countries but is deemed a compliment
that of others in China and Taiwan. Indeed, knowing about
cultural etiquette and manners is useful in
Richard Lewis, a British Linguist, categorized the world avoiding social faux pas.
culture in three categories
• Concept of time. A meeting
Categories of Culture:
between Americans who are very time
1. Linear-active countries such as Germany and conscious and Indians and Filipinos whose norm
Switzerland focus on doing one thing at a time, is to arrive late upon anticipating that others will
plan, schedule, and organize activities. also be late will result in unfavorable
consequences.
2. Multi-active countries such as Italy, Latin
America, and Arabia are simply the opposite • Future orientation. Another way of looking at
social differences is the culture’s future
3. Reactive countries such as China, Japan, and orientation or as stated in one article by Exactly
Finland prioritize courtesy and respect and are what is… time? - a “cultural or national
careful with their reaction lest they offend others. preference toward the past, present, or future
thinking”. Future-oriented cultures, such as
the US are more invested in long-term goals,
Cultural Diversity compared to present-oriented cultures
like India and China.
According to Shah (2017), people can have better
interpersonal dialogue and communicate more on a • Openness and inclusiveness. Attitude towards
personal level when they know about the different accepting people from other cultures also
cultural backgrounds of others. Knowing cultural varies. Filipinos, known for their
differences is helpful in understanding other culture's hospitality, welcome foreigners while
uniqueness (Bovee & Thill, 2013). These differences some Hong Kongers and Russians tend to show
include, among others, contextual differences. biases and racial discrimination against other
cultures.
D. Nonverbal Differences Vocabulary

Aside from social differences, more explicit Having emerged from the dialects and
differences are seen in nonverbal communication. Here vocabulary of Germanic peoples—Angles, Saxons, and
are some examples: Jutes—who settled in Britain in the 5th century CE,
English today is a constantly changing language that has
• A person who makes eye contact in the United been influenced by a plethora of different cultures and
States is viewed as interested in the other languages, such as Latin, French, Dutch, and Afrikaans
person and what the other person is (Crystal, 2020).
saying; on the other hand, the same gesture is
considered impolite and disrespectful in Japan. American English (AmE) and British English
(BrE) have interesting variants, especially in vocabulary,
• Placing hands in pocket is disrespectful as illustrated in the examples below.
in Turkey while bowing shows rank in Japan.

• Distant cultures such as Northern Europe, US,

and other western cultures tend to keep more
personal space

• Warm cultures such as the Middle

East and South American welcome and accept
Australian English (AuE) is known to have aboriginal
close proximity.
languages, abbreviations, and diminutive words. Words
E. Age Differences found in the Oxford English Dictionary include
mugaccino (a cappuccino coffee served in a mug)
Some countries like the United States support and lolly water (a weak/non-alcoholic drink). The
their youth which signifies vibrance, strength, energy, following are some AuE words and their BrE
potential, and innovative ideas. On the other hand, other counterparts.
cultures such as Singapore value age and seniority
which earns more respect and freedom.

Varieties of English

In 1985, Indian linguist Braj Kachru (1990 in

Kilickaya, 2009) developed the three concentric circles
that group the varieties of English in the world (click on Philippine English (PE) is another variety of English
the link for the image). First, the inner circle shows the used in the Philippines. In June 2015, the Oxford English
English used as the mother tongue or first language in Dictionary included 40 Philippine English terms and
the US, UK, Canada, Australia, and New Zealand. expressions (Quismundo, 2015). Some of these words
Second, the outer circle shows English used as a include balikbayan, bahala na, barangay, buko, comfort
second language in countries such as Singapore, room, halo-halo, mani-pedi, pandesal, sinigang, suki,
Malaysia, India, and South Africa. Third, the expanding
and utang na loob. Below are more examples.
circle shows English used as a foreign language in
countries like Japan, China, Russia, and Brazil. In which
circle does the Philippines belong?

Different varieties of English are used in

various parts of the world. American English (AmE) is
spoken by about two-thirds of Americans who live in the
United States. British English (BrE) is spoken mainly in
the United Kingdom. Australian English (AuE) is used in
Australia. Also, Philippine English (PE) is a variety of Filipinism or Pinoy English is a set of “adopted” or
English “nativized legitimately” in the Philippines. It is “borrowed” English words and phrases poorly translated
used by Filipinos in different fields, such as science and from common Tagalog expressions (see the examples
technology, judiciary and legislature, bureaucracy, and
below). These are understood Filipinos, but using them
scholarly discourse (Dayag, 2012). Each variety has a
to communicate with native English speakers can lead to
distinct vocabulary, grammar, and registers.
misinterpretation; hence, appropriate English
Language varieties expressions must then be used to avoid confusion.
include vocabulary, pronunciation, spelling, and
even grammatical structures. In conversing and writing,
the speaker or writer needs to situate his or her
communication style to cater to the needs of the
audience according to context, purpose, and the level of
formality of situations.

Vocabulary, Spelling, Pronunciation, and Grammar

British English and American English have Spelling

been considered the standard language and used in British English and American English have
various communication purposes. However, with the different ways of spelling. Particularly, British English
advent of glocalization, many regional and dialectal commonly uses
variations have been recognized albeit each carries its double l (e.g., fuelled), ou (e.g., humour), -
own systematic and rule-governed features. English is re (e.g., centre), -yse (e.g., analyse), and -
now used as a first language, a second language, and a
ence (e.g., defence). In formal written communication,
foreign language in the US, Singapore, and China,
one spelling form is preferred over the other depending
respectively, as illustrated in Kachru’s concentric circles.
on the academic institution’s guideline or format style. P: Now I
Nevertheless, the consistency of spelling is important. pronounce you
husband and
wife.

business
Pronunciation meetings, lect
Many words in English have variant The language is formal for ures
pronunciations since native speakers from countries like settings.
academic/scie
the US, UK, Australia, and Canada speak differently. It often follows the ntific papers,
Below are the American and British pronunciations of a prescriptive (commonly speeches,
few simple words. accepted) format. school
Formal lessons, court
It has fewer contractions, proceedings
has complete sentences,
and may include some I: What are
technical/academic your qualities
Grammar vocabulary. that will be
beneficial for
Some differences between American and British
our company?
varieties of English are observed in terms of grammar.
• The past participle of some verbs (e.g., spoil,
burn, and dream) have variant spelling
o My brother learned to play DOTA. (BrE
uses the word learnt. superior-
o The pants fit her perfectly. (BrE subordinate
uses fitted.) The language is less employer-
formal compared to the employee
• Choice of preposition (e.g., “on the weekend” formal register.
instead of at), adjectives, and adverbs doctor-patient
(e.g., real instead of really) as well as tags differ. In this context, one speaks
with someone who has counselor-
o I thought it was a real good movie. (BrE
specialized knowledge, an patient
prefers using really.) Consultative
expert who can give
o I haven’t talked to my brother in three advice. teacher-
years. (BrE prefers using for.) student
The speaker likely
• AmE prefers to use simple past tense over addresses the expert by D: Come in.
present perfect tense, unlike BrE. a title, such Dr., Mr., Ms., What seems to
Atty. be the
o They went to Camiguin for their summer
problem?
vacation. (BrE prefers using have
gone.)
o Did you try the Lechon in Cebu? (BrE
prefers using have you tried.)
buddies,
Registers in Spoken and Written Language The language is cliques,
Registers refer to the level and style of speaking conversational, composed teammates,
of vernacular speech like chats,
and writing appropriate for different situations. The way
in text messages. personal blogs
you talk to your parents and teachers, for instance, Casual
differs from the way you converse with your close friends The sentences have a A: Hey, I heard
and acquaintances. Similarly, writing a personal blog or loose structure, and slang you're dating
cover letter, compared to an advanced composition or and contractions are this newbie.
research paper, requires a different style, format, and observed. You can’t be
content. One cannot simply say, “What’s up?” to a serious.
department chair or write “Respectfully yours” to a
classmate unless a certain level of relationship is
lovers
established.
Registers are determined by social occasions, The language is for private
husband and
relationships, context, purpose, and audience. Registers communication used
wife
between lovers or close
range from formal to informal levels (Young, 2012).
Intimate family and friends. close family
These are the following:
members
Kind of Registers Description Examples It includes pet names,
words of endearment, and A: Hi babe,
a wedding inside jokes. wanna hang
The language never vow, a
out?
changes and is often national
Frozen/Static
learned and repeated by anthem, the
rote. Bible, the
Registers in writing discourse are more challenging
Lord’s Prayer
since feedback is not immediate. The writer must use
appropriate phrases and rules suitable for particular
situations and target readers.