Purposive Communication

Language
Language can only be called if it has a system of rules (also known as grammar), a sound system,
(phonology) and a vocabulary (lexicon).

The definition of Language

• Language is purely human and non-instinctive method of communicating ideas, emotions and desires by
means of voluntarily produced symbols (Sapir, 1921).
• Language is a system of arbitrary, vocal symbols which permit all people in a given culture, or other
people who have learned the system of that culture to communicate or to interact (Finocchiaro, 1965).

5 DOMAINS OF LANGUAGE

Phonology
The rules of speech sounds; how phonemes are used

Morphology
The rules of word structure; how morphemes are used

Syntax
The rules of sentence structure

Semantics
The rules relating to the meaning of language

Pragmatics
The rules that occur within social situations

PHILIPPINE LANGUAGES

• There are 183 languages in thePhilippines

• One national language
• 2 official languages or lingua franca
• 12 are declared official auxiliary languages
• 35 of these languages are considered endangered (31 threatened, 4 shifting)
• 11 are on the brink of extinction
• 2 are extinct.

Language Variety or Dialect

A regional, stylistic, or social variety of a language characterized by its own phonological, syntactic, and lexical
properties.

Language Variety
Also called "lects" these refer to the different variants of a language that can be sufficiently delimited from one
another in terms of social, historical, or geo-spatial factors, thus forming language clusters.

• In addition, language varieties may also be grouped in the following classifications:

PIDGIN
• Pidgin. It refers to a new language that develops into situations where speakers of different languages need to
communicate but do not share a common language.
• Examples are Chavacano in the Philippines and Bislama, a language spoken in Vanuatu.
CREOLE
The first language of the children, or the mother tongue of a certain community.
• Examples are the Gullah and the Patwa, is a creole in Jamaica.

Official Auxiliary Languages

Auxiliary language - refers to a particular language, spoken in certain places, which supports or helps the national
and/or official languages in their assigned functions.

Dialect
• It is not a language that is not distinct from a national language, but rather a variety of a language spoken in a
particular area of a country.

Ex: Tagalog is a language with several distinct varieties, such as Southern Tagalog (Laguna, Batangas) and
Bulacan Tagalog, which are often referred to as dialects.

Minority Dialect
• This is a variety used as a marker of identity, usually alongside a standard variety, by the members of a
particular minority ethnic group.
• Examples are the Sinama of the Badjaos in the Philippines and the London-Jamaican variety in Britain.

LANGUAGE REGISTER
A language register is characterized by the way a speaker uses language differently in different social
circumstances. These are factors as purpose audience, and the general context of the discourse.

FORMAL
• Formal. These registers are used in professional, academic, or legal settings where communication is expected
to be respectful, uninterrupted, and restrained to specific rules.
• Slang is never used, and contractions are rare.
• Examples are registers used in research paper, government documents, business letters, and in business
presentations.

FROZEN
• It refers to historic
FROZEN
language that is intended to remain unchanged.
• Examples are the registers used in the Philippine Constitution and the Holy Bible
• Lord’s prayer, wedding vows

CONSULTATIVE
• Consultative. It is used in conversations when people are speaking with someone who has specialized
knowledge or is offering advice.
• Tone is often respectful, such as the use of honorifics or courtesy titles, but may be more casual if the
relationship between or among the communicators is friendly.
• Examples are registers used in local television broadcast or in a conversation with a doctor during medical
examination.

CASUAL
▪ These registers are used when communicating with friends, close acquaintances, colleagues, and family
members.
▪ These are used in birthday parties or family gatherings.

INTIMATE
are reserved for special occasions, usually between only two people and often in private.
• Examples are an inside joke between two high school friends or sweet nothings whispered to your “special
someone.”
LANGUAGE CHANGE IS NORMAL.
Speakers of all languages employ a range of styles and set of subdialects or jargons.

• CASUAL STYLE depends on social groupings.

• When people share understandings and meanings which are not complete enough to be called intimate, they
tend to employ casual style.
• Casual style is reserved for friend and insiders or those whom we choose to make friends and insiders.

• FORMAL STYLE –lectures, sermons, television newscast, and the like.

All of us need to shift between the intimate, casual, and consultative styles in everyday life, not because one or
another of these is a better way of talking, but because each is required in certain contexts.

JARGONS
• Each speaker uses a number of jargons based upon his or her affiliation with certain groups.
• The most familiar of these jargons are occupational: doctors, lawyers, accountants, farmers, electricians,
plumbers, truckers, and social workers each have a job-related jargon into which they can shift when the situation
demands it.

It is important to realize that a language is not just an asset of a culture or group, but of individual human beings.
Our native language is the speech of our parents, siblings, friends, and community. It is a central part of our
personality, an expression, and a mirror of what we are and wish to be.

Our language is as personal and as integral to each of us as our bodies and our brains and in our own unique
ways, we all treasure it.

Language operates by rules

• Every speaker of a language is unique; no one sounds exactly like everyone else. The language differs from
region to region between social, occupational, and ethnic groups, and even from from one speech situation to
the next.
• These variations are not mistakes or deviations from some basic tongue but are simply the rule-governed
alternatives which make up any language.

Writing is derivative of speech

• Writing systems are always based upon systems of oral language which of necessity develop first.

• Of all the world’s languages, only about 5 percent have developed indigenous writing system.

COMMUNICATION, PRINCIPLES AND ETHICS

• Communication is a process of exchanging verbal and or nonverbal information between two or more people
who can be either the speaker or the receiver of the message

Purpose/s
To inform, To persuade, To entertain

Types of Communication
• Verbal Communication
• Non-Verbal Communication
• Written Communiation
• Visual Communication
TYPES OF COMMUNICATION ACCORDING TO CONTEXT

Intrapersonal Communication means talking to oneself. It may be called as self-talk or inner monologue or
dialogue.

When do you engage in self-conversation?

To boost vour confidence when you are nervous
To speak in front of audience
Apprise yourself for performing a job well done

Nonverbal Communication
involves the use of the following to convey or emphasize a message of information.
• Voice - includes the tone, speech rate, pitch, pauses and volume
• Body language - includes facial expression, gestures, postures, and eye contact
• Personal space or distance - refers to an area of space and distance that a person from a different
culture, personality, age, sex and status adopts and puts for another person
• Personal appearance - refers to how a person presents himself / herself to a particular situation, whether
formal or informal

TYPES OF COMMUNICATION

VERBAL COMMUNICATION
• Verbal communication involves an exchange of information through face to face, audio, and or video call or
conferencing, lectures, meetings, radio and television.

VISUAL COMMUNICATION
• Type of communication that uses images, graphs, charts, logos, maps and other illustrations to convev
information and or messages.
• This include other forms of electronic communication such as emojis, emoticons, and animation.

WRITTEN COMMUNICATION
• his involves texts or words encoded or transmitted through memos, letters, reports, on-line chats, short
message service or SMS, electronic mail or email, journals, and other written document

THE SHANNON-WEAVER MODEL OF COMMUNICATION

Sender (Information Source) - Encoder (Transmitter) - Channel - Decoder (Reception) - Receiver (Destination)

Feedback - the reactions or responses of the receiver to the message from the sender
Context - situation or environment in which communication takes place
Barriers - factors that may aftect the communication process
Example of Barriers: Noise, culture, status, past experiences, language use,

The communication process involves elements such as source, message, encoding, channel, decoding,
receiver, feedback, context and barrier

• Source- speaker or sender of a message

• Message- the message, information, or ideas from the source or speaker
• Encoding - the process of transferring the message
•Channel- the means to deliver a message such as face-to-face conversations, telephone calls, etc
• Decoding- process of interpreting an encoded message
• Receiver - the recipient of the message
TYPES OF COMMUNICATION ACCORDING TO CONTEXT

Intrapersonal Communication means talking to oneself. It may be called as self-talk or inner monologue or
dialogue.

When do you engage in self-conversation?

To boost your confidence when you are nervous to speak in front of audience
Appraise yourself for performing a job well done
Console yourself

Interpersonal Communication
• Latin prefix inter means between, among, and together
» There is an interactive exchange
* It meant to establish or deepen one's relationship with others

Extended Communication
• Involves the use of electronic media
• Includes tele, audio, or phone conferencing, video-conferencing, Skype calls, MS teams, Loom, and other
technological means.
• With extended communication, your own thinking, behavior may be influenced by other people, and you may
be persuaded to take the views you hear. Thus, it is important that you weigh what you hear and assess them.

Organizational Communication
communication in an organizational context enterprise, corporation, partnership, institution)
Two types of organizational structure
• Formal - allows communication to take place via designated channels of message flow between positions in
the organization
• Informal- comes from unofficial channels of message flow

APPROACHES IN ORGANIZATIONAL COMMUNICATION

• Downward Communication - flows from upper to lower positions
• Upward Communication - flows from lower-level employees or subordinates to higher-level managers,
supervisors, or executives within an organization
• Horizontal Communication - takes place among people belonging to the same level from different departments
or units
• Crosswise approach - diagonal in nature as employees from different units working at various levels to
communicate with each other

INTERCULTURAL COMMUNICATION
• Communication between or among people having different linguistics, religious, social and professional
background
• Cultural understanding may help avoid any misunderstanding, misinterpretation, and potential conflicts that
may arise from cultural differences.

Communication Style Matrix

TIPS FOR PEOPLE WITH A SPIRITED COMMUNICATION STYLE

1. Respect decisions and agenda that have been agreed upon, as wellas time limts during meetings or any
communicative situation.
2. Try to limit your sharing of personal anecclotes that may take the discussion off-topic.
3. Make sure you are allowing others to contribute their ideas and suggestions - and that you are genuinely
listening to them.
4. Be certain that any request you make is dear and that you convey the reason for such request.
5. Communicate your appreciation for others' work and input.
TIPS FOR PEOPLE WITH A CONSIDERATE COMMUNICATION STYLE
1. Recognize that other people's opinions about a topic are separate from their opinions about you.
2. Realize that not everyone is comfortable discussing personal topics with colleaques
3. Allow others to open personal matters before asking questions of that nature.
4. Respect your own opinion as you respect that of others'.
5. Recognize that you don't have to be friends with everyone, but you should treat others - and be treated -
professionally

TIPS FOR PEOPLE WITH A DIRECT COMMUNICATION STYLE

1. Make an effort to listen carefully to others. Avoid interrupting
2. Allow time for "chatting' at the beginning of a meeting
3. Recognize that others may aso feel the need to express themselves.
4. Recognize that brainstorming can be effective and is not a waste of time.
5. Take some time to show your appreciation for others' contributions.

PROCESSES AND PRINCIPLES OF EFFECTIVE COMMUNICATION

• Almost 91% of professionals from the world's top 300 multinational companies said that communicating in
English is important for work success, but only 7% of them indicate that their current level of English is sufficient
for their jobs.
This is based on "The Globalization of English research study conducted by the McKinsey Global Institute.

EFFECTIVE COMMUNICATION
• is dependent on how rich those ideas are, and how much of those ideas are retained in the process. In order
to be an effective communicator, a number of skills have to be utilized. Which skill one chooses greatly varies
and is dictated by the situation, the content or the actual intormation a person needs or wants to convey, and the
intended recipient of that information.

Clarity. This pertains to both 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 be required depending on one's purpose, especially in
most modern contexts in the business and academic fields where time is of the essence. It should be devoid of
trivial details that would hinder communication.

Completeness. Despite its conciseness, the message should still be complete and accurate. Whenever
necessary, background information should be given to provide better context; facts and observations may also
be helpful.

Organization. Effective communication is usually planned in order to ensure the systematic flow of ideas and
transition from one point to another. There are instances, however, when communication is impromptu, but this
should not be an excuse for an organized presentation of ideas.

Empathy. The sender of the message 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. Different people have different communication styles, and consequently, different expectations.
Effective communicators know how to adapt to the varying neeas and expectations of their audience, and modity
the message or the way the message is sent to avoid misunderstanding or misinterpretation.
COMMUNICATION AND GLOBALIZATION

• The notion of the world being a global village has been a hot topic ever since the idea was brought up, especially
in light of the rapid advances in technology and digtization. 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. In Southeast Asia, for example, the ASEAN Integration has been a
buzzword among social communities, opening a wide array of discussion for future collaborations.

•Even professionals from the countries that are traditionally known for sticking to their native tongue leg. Japan,
Korea, Vietnam) have started to learn English, as the internationaly-recognized lingua franca, with the concept
that learning English does not make them less Japanese, Koreans, or Viets.

•In addition, digital technology has erased teritorial boundaries among countries and among people with varying
cultures. The notion of being a 'stranger" has been revolutionized as the people whom we used to treat as
strangers are now our co-workers, classmates or friends - albeit some only in social media.

• Hence, there is a need to develop graduates and professionals who are multiculturalists - those who are
engaged with and respectful of people with different cultures. These are not necessarily people from other
countries all the time, since a country may have varying sub-cultures among is generd society In the Philpaines
for example, there is no argument that people from Southern Tagalog have a different culture from the
Bicodanes, and those from Zamboanga have different norms and beliefs from the llocanos.

The greater the number of statements that are honestly true to you, the more prepared you are to welcome the
opportunity of communicating and interacting with people from different cultures. This is a very important aspect
in one's personal life or professional careers, since avoiding intercultural communication is virtually inevitable in
any organization.
This is especially true in 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. Here are a few examples of business
miscommunication in a global setting:

Undoubtedly, globalization has affected the way people and companies communicate with each other. In some
cases, cultural differences have accentuated cultural insensitivity, which is most felt in the business world. Since
everyone is a consumer of 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. Here are some instances when lack of cultural or linquistic sensitivity in global
communication severely affected companies or products.

Intercultural Communication

"When we are in communication with people who are different from us, it is challenging to know how to draw
inferences about what they mean, so it is impossible to depend on the shared knowledge and background for
confidence in our interpretation."

Culture
is learned patterns oF perception, values, and behaviors, shared by a group of people, that are dynamic and
heterogenous

In multicultural communities, we live alongside each other

In cross-cultural communities, there is some reaching across

In intercultural communities, there is a comprehensive mutuality, reciprocity and equality

• Multicultural refers to a society that contains several cultural or ethnic groups.
• People live alongside one another, but each cultural group does not necessarily have engaging interactions
with each other.

• Cross-cultural deals with the comparison of different cultures. In cross-cultural communication, differences are
understood and acknowledged, and can bring about individual change, but not collective transformations.
• In cross-cultural societies, one culture is often considered "the norm" and all other cultures are compared or
contrasted to the dominant culture

• Intercultural describes communities in which there is a deep understanding and respect for all cultures.
Intercultural communication focuses on the mutual exchange of ideas and cultural norms and the development
of deep relationships.
• In an intercultural society, no one is left unchanged because everyone learns from one another and grows
together.

Cross-Cultural Communication Typologies

Individualism VS. Collectivism
Low Context VS. High Context
Low Power Distance VS. High Power Distance
Sequential vs. Synchronic
Affective vs. Neutral

Individualism VS. Collectivism

Individualism: in an individualistic culture, the individual is the most important unit in society and a person's right
to privacy prevails over group consideration.

Collectivism: In a collective culture, the group interest takes precedence over the individual, and people rely their
groups (Family/work/religious, etc.) for all matter of support.

Individualism vs. Collectivism

INDIVIDUALISM
1. Fostering independence and individual achievement
2. Promoting self-expression, individual thinking, personal choice
3. Associated with egalitarian relationships and flexibility in roles (e.g., upward mobility)
4. Associated with private property, individual ownership

COLLECTIVISM
1. Fostering interdependence and group success
2. Promoting adherence to norms, respect for authority/elders, group consensus
3. Associated with stable, hierarchical roles (dependent on gender, family background, age)
4. Associated with shared property, group ownership

LOW CONTEXT
• Tend to prefer direct verbal interaction
• Tend to understand meaning at one level only
• Are generally less proficient in reading nonverbal cues
• Value individualism
• Rely more on logic
• Employ linear logic
• Say 'no' directly
• Communication in highly structured messages, provide details, stress literal meaning
HIGH CONTEXT

• Tend to prefer direct verbal interaction

• Tend to understand meanings embedded at many sociocultural levels
• Are generally more proficient in reading nonverbal cues
• Value group membership
• Rely more on context and feeling
• Employ spiral logic
• Talk around point; avoid saying no
• Communication is simple, sometimes ambiguous, messages; understand visual messages readily

HIGH CONTEXT
In a high context culture, communication is mostly non-verbal and there are well-defined social protocols.

High context culture leave much of the message unspecified to be speak up and express themselves understood
through context, nonverbal cues, and between-the-lines interpretation of what is actually said.

LOW CONTEXT
In a low context culture, the verbal messaging contains most of the information.

There is an admiration for people that can speak up and express themselves

HIGH VS. LOW POWER DISTANCE

FEATURES OF HIGH POWER DISTANCE CULTURES

•Members accept power distance as part of social order, it determines what is right and wrong.
•More powerful members of society perceive their subordinates as unequal.
•Subordinates fear the more powerful members
•There is not much trust among co-workers
•Majority of people are dependent on others.
•Subordinates are blamed for mistakes.
•There is a strong conflict between the strong and the weak members
•Social inequalities are accepted; every person has a high or low place in the social order and is protected by
law

FEATURES OF LOW POWER DISTANCE CULTURE

•Power is exerted only where it is necessary.

•People are equal, they consider social inequalities obsolete.
•Cooperation should be based on the principle of solidarity.
•Subordinates are considered as older, more experienced colleagues.
•Co-workers are prone to trust one another.
•The system is blamed for mistakes.
•Everyone should have equal rights
•Strong and weak members coexist in harmony

SEQUENTIAL VS SYNCHRONIC

• In sequential, Businesspeople give full attention to one agenda item after another
• North America, English, German, Swedish and Dutch

• The flow of time is viewed as a sort of circle, with the past, present, and Future all interrelated.
• The viewpoint influences how organization in those culture approach deadlines, strategic thinking, investments,
developing talent from within, and the concept of "long term planning)
• South America, Southern Europe and
Asia

AFFECTIVE VS. NEUTRAL

• In cultures with high effect, people show their feelings plainly by laughing, smiling, grimacing, scowling, and
sometimes crying, shouting, or walking out of the room.
• If our approach is highly emotional, we are seeking a direct emotional response" "I feel the same way"

•Members of neutral cultures do not telegraph their feelings but keep them carefully controlled and subdued.
• This does not mean that people in neutral cultures are cold or unfeeling, but in the course of normal business
activities, neutral cultures are more careful to monitor the amount of emotion they display.
• If approach is highly neutral, we want an indirect response" "I agree with your thoughts on this."

Developing Intercultural Communicative Competence

Improving one's Ability in Communicating in a Multicultural Setting

Everything should start with a personal desire and strong conviction to relate more effectively with persons having
different cultural backgrounds. This will not only create positive personal relationships, but also open more
opportunities for professional growth.

Limiting one's reliance on preconceived notions and established stereotypes is also a major leap towards
effective intercultural communication

Seek Commonalities
Build mutual understanding with the other person.
As Morris (1994: 6) describes: 'We may wear different hats, but we all show the same smile; we may speak
different languages, but they are all rooted in the same basic grammar; we may have different marriage customs,
but we all Fall in love

Overcome Stereotype and Prejudice

The belief in the superiority of one's own culture creates barriers to intercultural understanding.
Unfounded assumptions about outgroup members compared to our ingroup hinder our ability to appreciate
diverse perspectives.
Adopting cultural relativism allows us to comprehend others' actions from their cultural perspectives.

DEVELOPING FLEXIBILITY AND OPENNESS

Cultural rules govern the distance that is perceived as appropriate between speakers, the loudness at which a
person should speak during an interaction, the appropriate amount of gestures, and the appropriate information
to be shared between speakers based on their relationship.

We must keep an open mind and be aware that what we practice in our culture may be neither the only correct
way nor the best way of doing things, and we must be Flexible in adapting our communication as the situation
requires.

Our knowledge of cultural dimensions and values will go a long way to help us adapt to new situations.