Purposive Communication

Hand Outs

Topic #2
COMMUNICATION AND GLOBALIZATION

In the previous discussions, we were able to define the term "communication".

But what about the term "Globalization"? What does it mean? How can it be connected to
communication?

According to Gamble, et. al.

Globalization implies:
1. economic growth;
2. political growth;
3. cultural assimilation; and
All of which result in the integration of people across the globe.

Globalization refers to the process of increased interconnectedness and interdependence among

countries, cultures, economies, and people around the world. It involves the exchange of goods,
services, ideas, information, and culture across borders. Globalization has been facilitated by
advancements in technology, transportation, and communication, making the world more
interconnected than ever before.

GLOBALIZATION IS ALMOST = TO DIVERSITY

Diversity is the concept that endures respect, acceptance, and understanding. It recognizes that people
are unique from each other with respect to their age, gender, race, ethnicity, culture, socio-economic
status, educational background, and ideologies.

IN GLOBALIZATION...

With the advent of technology, the means by which people communicate have enormously changed.
Globalization has brought in its wake a profound change in the technologies used to communicate and
its effects have been felt across the planet.

Effects of Cultural and Global Issues in Communication

LANGUAGE AND DIALECTS - Not all people speak the same language as you. This issue arises when
people try to express in their own dialect and sociolect that many misunderstandings arise

Direct vs. Indirect Communication Style - Cultures that value getting to the point quickly without
redundancies, nor mincing word, are direct communicators.

Cultural Norms and Values - What might be considered appropriate or respectful communication in one
culture could be interpreted differently in another?

Signs and Symbols (Semantics) - This vairy depending on and across cultures.
- Non-verbal communication cannot be relied upon in communication between people from different
cultures as that is also different like language. Signs, symbols, body language, and gestures varies in
different cultures. For example in some cultures eye contact is important whereas in some it is rude and
disrespectful.

- Misinterpreting these cues can lead to misunderstandings. For example, a gesture that is innocuous in
one culture might carry a different meaning in another culture.

Stereotypes and Prejudices - Stereotyping is the process of creating a picture of a whole culture,
overgeneralizing all people belonging to the culture in question as having similar characteristics, and
categorizing people accordingly.

Impacts of Communication in the World

Creates Institutional Change - Communication changes have brought increased transparency and
fairness to workplaces.
1. More open communication from leadership
2. Diversity, equity, and inclusion (DEI) initiatives to make underrepresented voices heard
3. Prioritization of ethics in the workplace

Uncovers Needs and Builds Trust - Successful communication can reveal undiscovered needs that help
move an organization or movement forward and let stakeholders know that their voices are heard.

Spurs Large-Scale Cultural Shifts - many groups and organizations have become more equitable because
forward-thinking groups have used communication skills and tactics to change the world.

Educates and Inspires Others - Information sharing moves faster today than ever before.
Topic #3
Local and Global Communication

Topic Overview

1. Culturally Appropriate Terms, Expressions and Images

2. Cultural and Intercultural Awareness

What is Culture?

Culture is often defined as the learned patterns and attitudes shared by a group of people. (Martin &
Nakayama, 2010)

PROGRAMMING OF THE MIND (Hofstede, 1984)

Every person carries within him or herself patterns of thinking, feeling, and potential acting which were
learned throughout [his or her] lifetime.

Much of these patterns are acquired in early childhood because at that time a person is most
susceptible to learning and assimilating.

Hofstede (1984) describes how patterns are learned and developed through one's day-to-day
interactions with his surroundings - with his family, community, school, work, and so on. (Hofstede &
Nakayama, 2010).

Culture shapes one's perceptions and ideas, which in turn, would also shape how one interacts, gives
meaning to, and draws meaning from the signs, symbols, and messages he or she may encounter every
day.

What is cultural and intercultural communication?

Cross-Cultural comparing two or more different cultures; so cross-cultural communication examines the
varying communication styles of different cultural groups.

Intercultural elates to interactions among people from different cultures

Communication in an Intercultural context is very susceptible to miscommunication...

Ultimately, the only way to lessen miscommunication in an intercultural context is to understand that no
two individuals are alike and that every person comes from a background that may be different from
one another. It is only by observing and learning the cultures of other people that one can possibly
lessen the gap created by cultural differences.

How do we minimize or lessen the chances of miscommunication in an intercultural context?

Ultimately, the only way to lessen miscommunication in an intercultural context is to understand that no
two individuals are alike and that every person comes from a background that may be different from
one another.

It is only by observing and learning the cultures of other people that one can possibly lessen the gap
created by cultural differences.
High-context and Low-context Cultures
According to scholars, high-context and low-context cultures rely on the verbal and nonverbal cues
present in the interaction to draw meaning from the message.

Topic #4
Potential Areas for Misinterpretation in Intercultural Communication

According to AJ Schuler (2003), miscommunication in a cross-cultural setting can be minimized if one is

aware of the different areas wherein misinterpretation can occur.

He came up with a list of potential hot spots in intercultural communication which more often than not,
have become areas for miscommunication. Looking into these areas and studying them before
interacting with people from other cultures can greatly help lessen the obstacles one would need to
navigate in the communication process.

1. Opening and Closing Conversations

Cultural norms dictate who is addressed first, how to address them, and when to do so.

These customs also influence the order of speaking and concluding a conversation, and not adhering to
them can be considered rude and disrespectful.

2. Taking Turns during Conversations

In various cultures, there are distinct norms for interaction. Some favor turn-taking, while others
prioritize listening before responding. Immediate responses can be viewed differently, with some
cultures perceiving them as confrontational or disrespectful.
3. Interrupting

In some cultures, interruption during a conversation can be acceptable especially when it is within the
context of the interaction. However, in other cultures interrupting in the middle of a conversation,
regardless of the point being made, can be viewed as impolite.

4. Using Silence

Silence in communication varies by culture. It can convey thoughtfulness or be seen as indifference or

hostility, depending on the context and culture.

5. Using appropriate topics of conversation

Topic appropriateness depends on culture, situation, and individual factors. For instance, money talk
varies across cultures, and in Asian cultures, family matters are usually private due to factors like religion
and education.

6. Using humor

In Western culture, humor is an icebreaker to build rapport and ease tension. But in some cultures,
humor can be seen as disrespectful.

7. Knowing how much to say

The success of communication depends on knowing what and when to say. Western cultures often
prefer direct communication, while Asian cultures tend to use a more indirect, less confrontational
approach.

8. Sequencing elements during a conversation

Timing matters as much as content and delivery. Speakers should carefully choose when to bring up
topics, negotiate, or seek information. Knowing when to shift the conversation or ask questions can be
challenging.

Important Note:

Culture extends beyond geography. Differences can be shaped by gender, age, religion, education,
position, and politics. For instance, religion often defines gender roles, impacting interactions between
sexes.

Intercultural communication is dynamic, evolving as cultures interact and adapt. In our interconnected
world, understanding cultural differences is vital for harmonious global interactions. No culture is
superior, and recognizing this fosters better communication and cooperation
Topic #5
CULTURALLY APPROPRIATE TERMS, EXPRESSIONS, AND IMAGES (SENSITIVITY TO GENDER, RACE,
CLASS, ETC.)

CULTURAL AWARENESS
-Cultural awareness is knowing that there are multiple different cultures based on religion, — ethnicity,
nationality, and other factors that have different attitudes and outlooks.

CULTURAL SENSITIVITY
-refers to a set of skills that allows you to learn about and understand people whose cultural background
is not the same as yours.
-Seeing difference as a positive thing
-Don’t consider one culture better or worse, right or wrong

1. GESTURES
A gesture that is acceptable in one culture might be meaningless or offensive in another.
Not every gesture is universal. For example:

SIGN OF HORNS
-Heavy metal fans are familiar with the so-called “sign of the horns” but in many European and South
American countries, this gesture might be used to mock husbands whose wives are unfaithful.

THE “OK” SIGN

-Making a circle with your thumb and your index finger is how we signal “OK”. But make the same
gesture in Brazil, and you’re giving the equivalent of the middle finger.

THE THUMBS UP
-The thumbs-up gesture is a sign of approval in most countries. However, in several countries in West
Africa and the Middle East, It’s basically giving out the middle finger.

FINGERS CROSSED
-In most cultures, crossing your fingers means you’re hoping for good luck. But not in Vietnam because
this is the gesture that resembles the female genitals and might also be equivalent to the middle finger.

SOME GUIDELINES TO HELP EXHIBIT CULTURAL AWARENESS

1. Have a clear sense of your own ethnic, cultural, and racial identity.
2. Be aware of your stereotypes.
3. Understand that you will likely be perceived as a person with power and racial privilege.
4. Take any opportunity to put yourself in places where you can learn about differences.
Topic #6
GENDER SENSITIVITY
Gender sensitivity refers to the aim of understanding and taking account of the societal and cultural
factors involved in gender-based exclusion and discrimination

GENDER-SENSITIVE LANGUAGE
Gender equality in language is attained when women and men and those who do not conform to the
binary gender system are made visible and addressed in language as persons of equal value, dignity,
integrity and respect. For example:

POLITICAL CORRECTNESS
used to describe language, policies, or measures that are intended to avoid offense or disadvantage to
members of particular groups in society. Political correctness is nothing more than treating others with
respect.

RACE AND ETHNICITY

The concept of race has changed across cultures and eras ranging from being based on ancestral and
familial ties to theorists assigning categories of race based on geographic region, ethnicity, skin color,
and a wide range of other factors.

RELIGION SENSITIVITY
Fear or apprehension of the unknown is a large contributor to inadvertently creating communication
barriers. This is especially common when faced with new or different spiritual beliefs and practices.
TAKE NOTE:

THESE BELIEFS INCLUDE THE FOLLOWING:

1. Which topics are appropriate to talk about

2. What is considered appropriate clothing

3. Breaks for rituals, such as prayer at certain times of the day

Above all, approach the situation or individual/s with empathy, Curiosity, and respect.

Source:

• Bernales, R., et al. (2018). Purposive Communication. Mutya Publishing House, Inc.

• Lim, J.M., et al (2019). A Course Module of Purposive Communication. Retrieved on

September 2, 2023.

• Anderson, S., et al. (2019). 5 everyday hand gestures that can get you in serious trouble
outside the US. Insider. Retrieved from https://www.businessinsider.com/hand-
gestures-offensive-differentcountries-2018-6. Retrieved on September 3, 2023.

• Race and Ethnicity. (n.d.). Retrieved from

https://courses.lumenlearning.com/wmbusinesscommunicationmgrs/chapter/race-and-
ethnicity/. Retrieved on September 3, 2023.

• Religion. (n.d.). Retrieved from

https://courses.lumenlearning.com/wmbusinesscommunicationmgrs/chapter/religion/.
Retrieved on September 3, 2023.

• Glavin, P. (2018). 5 Reasons Cultural Diversity & Sensitivity Training Is Important.

Traliant. Retrieved from https://www.traliant.com/blog/5:reasons-cultural-sensitivity-
training-is-important/. Retrieved on September 2, 2023.

• PLEASE SEE SYLLABUS FOR OTHER SOURCES...