PURPOSIVE COMMUNICATION technology, processes of interpersonal

communication as mediators of information,

• is about writing, speaking, and presenting to dynamics of verbal and non-verbal, and
different audiences and for various extra-sensory, communication, development
purposes. of relevant criticism and uses of
communication technology for artistic
CHAPTER O1: COMMUNICATION PROCESS, endeavors.
PRINCIPLES AND ETHICS
• concluded that communication may be
LESSON 1: DEFINITION OF COMMUNICATION AND analyzed in at least 50 different approaches,
RELATED DISCUSSIONS including that of 40 modes of interpersonal
communication recorded by the American
COMMUNICATION psychiatrist Jurgen Ruesch
• is the process of sending and receiving JURGEN RUESCH
messages through verbal or nonverbal
means, including speech, or oral • identified different intellectual disciplinary
communication; writing and graphical approaches to the subject communication
presentations (Nordquist, 2019). including anthropological, architectural,
• It is a simultaneous sharing and creating of psychological, political, and many other
meaning through human symbolic interpretations of interactions.
interaction.(cited in Padilla, et.al., 2018, p.2). IVOR ARMSTRONG RICHARDS - 1928
• One can interact through spoken words,
written language, and created images. • British literary critic and author
• One can also communicate through actions, • Communication takes place when one mind
through the eyes and facial expressions, and so acts upon its environment that another
even hand gestures and sign language. mind is influenced, and in that other mind an
• Oral communication can be stimulating experience occurs which is like the
because it can be done face-to-face or at a experience in the first mind, and is caused in
distance, online or onsite, and with the use part by that experience.
of technology - synchronous or
MARSHALL MCLUHAN - 1960s
asynchronous.
• Canadian educator
DALE CARNEGIE
• shifted his interest in the field of
• a famous American lecturer and author of communication into a view associated with
the best-selling book "How to Win Friends the media employed in modern culture
and Influence People", said that: particularly film, television, and sound
“90% OF ALL MANAGEMENT PROBLEMS recordings.
ARE CAUSED BY MISCOMMUNICATION.”
BRIAN TRACY
GEORGE N. GORDON
• Canadian motivational speaker
• laid several definitions and discussions on “Communication is a skill that you can learn. It
the subject of communication. He identified is like riding a bicycle or typing. If you're willing
famous authors and scholars from different to work at it, you can rapidly improve the
quality of every part of your life.”
disciplines, who drew interest in the field of
communication. COMMUNICATION TYPES
• identified that the main focus of interest in
communication in the late 20th century 1. nonverbal-informal
shifted to mass communication industries, 2. nonverbal-formal
persuasive communication and the use of 3. verbal-oral-face to face-informal
 4. verbal-oral-face to face-formal oral/verbal or non-verbal. Media may
5. verbal-written-informal include cellphone, internet, post, fax, e-mail,
6. verbal-written-formal etc.
7. verbal-oral-distance-informal
4. ENCODING
8. verbal-oral-distance-formal
• means converting the idea into verbal or
non-verbal forms that can be understood by
the receiver of the message. The source may
use motor skills to translate the message
into codes. Codes are systematic symbols,
signs or letters used to represent the
meaning of the message.

5. DECODING

• is the process of converting or decrypting the

symbols encoded by the sender. The receiver
LESSON 2: PROCESS AND MODELS OF
may use sensory skills to decipher the
COMMUNICATION
message. The message is received once it is
THE ELEMENTS OF COMMUNICATION PROCESS perceived by the target-receiver.

1. Source 6. RECEIVER
2. Message
• The target of communication is the person
3. Channel
who is last in the chain and for whom the
4. Encoder
message was sent. Once the target receives
5. Receiver
the message, understands it in proper
6. Decoder
perspective, and acts according to the
7. Feedback
message, only then the purpose of
8. Barrier or
communication is attained.
Noise
7. FEEDBACK
PROCESS OF COMMUNICATION

ELEMENTS • Once the receiver confirms to the sender

that he has received the message and
1. SOURCE understood it, the process of communication
is considered completed and effective.
• The sender has a purpose or goal of
communicating and creates a message to 8. NOISE
convey to the target-receiver.
• It refers to any obstruction or interference
2. MESSAGE that may be caused by the sender, message
or receiver during the process of
• It is the translated purpose or goal of the communication. Specific examples are - poor
source. It is the information generated, in telephone or wi-fi connection, faulty
which the meaning is shared between the encoding or decoding, inattentive receiver,
sender and the receiver.
poor understanding of message due to bias,
3. CHANNEL prejudice, inappropriate gestures, emotions
attached, language used, and even condition
• It is the medium or manner in which the of the environment.
encoded message is transferred. The
message may be transmitted written,
MODELS OF COMMUNICATION when decoded by the receiver. This model
can be described as producing exchanges of
LINEAR MODEL
meanings within physical and behavioral
• It is a one-way process of transmitting settings.
information between the sender and the • The communication in this theory is
receiver. something circular in nature. It does not
• The success of communication in this model consider semantic noise but assumes the
depends on how the receiver absorbs the moment of encoding and decoding.
message. Successful communication will be
seen as to how the receiver perceives the
message.
• In this model, the receiver cannot give
feedback to the sender’s message.
(Alejandro, et.al., 2018)
• This is also known as the Aristotle’s model of
communication.
• founded by Shannon and Weaver which was
later adapted by David Berlo into his own TRANSACTIONAL MODEL
model known as the SMCR (Source,
Message, Channel, Receiver) Model of • It highlights the continuous flow of
Communication. communicative interaction through sending
• This model is applicable in mass and receiving messages among the
communication such as television and radio participants (Mercado, 2018).
in which there is no immediate feedback and • This recognizes that communication is a
responses. (Bajracharya,2018). simultaneous process and therefore
switches both the terms “sender” and
“receiver” to “communicator”.
• In the transactional model, a sender
represents the individual who has important
information that needs to reach someone
else.

INTERACTIONAL MODEL

• It is a two-way process of communication

where encoding and decoding of the
message are involved.
• This is also known as Schramm's model of
communication which is commonly used in
interpersonal communication. LESSON 3: PRINCIPLES AND ETHICS IN
• Each person is both sender and receiver, so COMMUNICATION
there must be an interpretation of the
message at each turn. The interpreted data ETHICS
is known as information.
• refers to the principles of conduct governing
• This makes communication effective but
an individual or a group; professional ethics;
might cause problems too as the message
a guiding philosophy; a consciousness of
sent after encoding might not be the same
 moral importance (Merriam-Webster 2. ENGAGING AND PARTICIPATING
Dictionary)
• It is a responsibility to be actively involved in
COMMUNICATION ETHICS various discussions, employ critical listening,
and speak out what is in the mind. This is to
• is how a person uses language, media, and
avoid the monopoly of talking and give way
journalism, and creates relationships that
to a number of choices, possibilities, and
are guided by an individual's morals and
alternatives.
values. Principles of ethics include being
honest, being fair, as well as integrity in one's 3. SPEAKING WITH A HEART
own words. (en.wikipedia.org)
• Relationship is one of the keys to effective
• arises in any context, whether interpersonal,
communication. To establish it, one must
organizational, or delivered orally,
build a sense of sincerity and commitment
electronically, or through a print medium.
every time he/she talks to someone. Choose
ETHICAL COMMUNICATION the right word that may not offend or
humiliate a person. Being responsible and
• is the moral principle that guides one’s careful with what is being said is ethically
behavior in the conduct of any moral.
communication activity.
• In this highly civilized generation, unethical 4. CONDEMNING DISCRIMINATION
communication is a risk to the quality of
• Avoid any kind of communication that leads
relationships and welfare of the society.
to distortion, intolerance, intimidation,
• is of great importance as it values diverse
stereotyping, hatred, coercion, and violence.
perspectives.
Instead, commit to communication that
• While it is important that we are able to
promotes personal conviction by being fair
exercise freedom of expression, it is also
and just.
essential to respect privacy and
confidentiality. 5. RESPECTING AND UNDERSTANDING EACH OTHER
• because we do not live in isolation which
according to the great Greek philosopher • Before judging and evaluating a view or a
Aristotle, human beings are "social animals", perspective, learn first to respect and
we always seek to continuously improve and understand the content of what is said. This
live according to our ideals. opens a diversity of perspective and
tolerance which is fundamental to human
ETHICAL FACTORS SIGNIFICANT IN THE interaction.
COMMUNICATION ETHICS (Mercado, et.al, 2018)
GUIDELINES ON HOW TO BE AN ETHICAL
1. BUILDING AN INFORMATION NETWORK COMMUNICATOR (Alejandro, et. al, 2018)

• One of the goals of a communication 1. Ethical Communicators are respectful of their

network is to establish an array of audiences.
communication networks where there is
open access to various information shared by • Communication is a two-way process. It
all participants within a communicative implies someone or group aside from
entity. ourselves and an attempt on our part to
• However, not all information should be influence that person in some way.
shared or disseminated especially if it is fake • Audience analysis therefore is an important
or of high confidentiality. Credibility and part of communication as how we influence
trustworthiness are built which makes a others will depend to a large extent on our
speaker communicatively ethical. attitudes towards our audiences.
 • Respect for the other party includes respect 2. Interpersonal Communication is IRREVERSIBLE.
for the ideas and feelings of the people with
• Always remember that once you have said
whom we interact.
something, you cannot take it back, and its
2. Ethical communicators respect truth. effect is permanent. It is the same thing with
the line “Time heal all wounds, but not the
• A great deal of the ethics of communication scar.” Anyone who claims that apologies can
involves a respect for truth. erase all those offensive words is definitely
• Interpersonal communication works on the lying.
basis of assumed cooperation between the
two parties of the communicative process. 3. Interpersonal Communication is COMPLICATED.
• A workable relationship between the two
• When you speak with someone, you must
cannot be arrived at if one is lying or
comprehend both verbal and nonverbal
consciously distorting information. Honesty
language at the same time, which can be
is essential in close relationships and if we
both perplexing and challenging. We do not
cannot trust the other party, our
exchange ideas; rather, we exchange symbols
communication becomes increasingly
that represent the ideas.
ineffective. If the lack of trust is pervasive
• Communication is also complicated because
enough, it is destructive finally to society.
no two people use the same words in the
3. Ethical Communicators use information properly. same manner. We interact and interpret
differently which is why misinterpretation
• Providing information to people needs good arises that makes communication
preparation beforehand. Talking about a complicated.
topic with little or no background would give
limited, if not false information. To speak 4. Interpersonal Communication is CONTEXTUAL.
authoritatively on the subject is to look into
• Communication is affected by several
the different dimensions of the topic so we
factors; it does not happen in isolation.
can provide accurate information about it.

4. Ethical communicators do not falsify.

• One way of falsifying information is through

plagiarism, the use of words or ideas of
another without giving credit to the source.
• If we fail to attribute the material to its LESSON 4: MEDIA TEXT ANALYSIS
original creator, consciously or through
negligence, it would appear that the words ANALYTICAL TOOLS AND CONCEPTS
or ideas are our own and this is some form of
In order to analyze media text, it is important
intellectual theft.
to understand the aspects of media outputs and know
KEY PRINCIPLES OF COMMUNICATION (King, 2000) the relationship of media meanings to social contexts.
The following tools and concepts will be helpful in the
1. Interpersonal Communication is INESCAPABLE. analysis of any form of media:
• People communicate through words, 1. 'ARTEFACT'
gestures, facial expressions, and actions.
Even if we do not talk, our poker face, • The media output has a physical form as an
movement of our eyes, and our gestures 'artefact'
communicate something. • To name a few, media artefacts include discs,
labels, flyers, magazines, newspapers,
tarpaulins, billboards, photo film, hard copy
 photographs or even the digital signals that 5. RHETORIC
comprise a downloadable song by any music
band. These are all physical forms. • is the construction and manipulation of
language by the creator of a text for affective
2. ECONOMIC VALUE purposes. The rhetorical analysis asks:
How are media texts put together as media texts?
• There is the economic value embodied in How do they organize and present meaning?
media output, in terms of commodity status. • Rhetorical analysis approaches media texts
• It refers to the cost and price that is put on and their meanings as constructed out of the
media production and media products – for use of available techniques, styles, and
example, the cost of a cinema ticket, which conventions in any medium. The intention of
adds to the revenue of a film alongside the this construction is to position audiences in
sales in subscription streaming or platforms particular ways in order to elicit emotional,
called 'video on demand' (VOD). psychological, or physical responses from
• Even when we do not necessarily pay directly them.
for media products we are encountering an
economic chain in which the value and cost 6. SEMIOLOGY
of the media artefact is in some way related
• literally means "the study of signs".
to some other expenditure that we might
• The Greek logos – where we get the suffix
make. Either way, payment has been entered
'ology', indicates a rational principle and
into, with some kind of profit expected.
order to explain phenomena.
3. MEANING VALUE • While 'sem' in Latin means 'half', the prefix
'sem' also comes from the Greek which
• We can consider media output as a site for means "sign", This can be found in words
the generation of meaning value: what such as semaphore – signaling with flags or
media output says and how it says it, and lights, and semantics – the study of meaning
what meanings it has for us as individuals in linguistics. Developed long before and
and social beings. through media studies, semiology is
• 'Meaning' refers to the ways in which we are particularly useful for us in studying the
affected psychologically, emotionally, process of media communication.
culturally, physically, and intellectually by the
media output; the way in which it entertains, SEMIOTICS
stimulates, and informs us – giving us
SIGN-OBJECT RELATIONS
pleasure, shock, or food for thought.
• As developed by Charles Sanders Peirce
4. COGNITION
(1903), sign-object relation is the basic
• refers to the way in which we, as individuals, construct in the study of signs, also known as
acquire knowledge as well as apply it – the semiotics.
process through which we comprehend • Peirce suggested three possible relationships
events and ideas in order to come to between signs and the objects to which they
understand the world. refer. Although, signs may overlap in terms of
• Ultimately, the aim of media in organizing their function and the way that we enlist
meaning is to get audiences to pay attention, such terms to describe this function.
such as the use of cognitive aid as a mode of
1. ICONIC RELATIONSHIP
communication in the interpretation of
media text. • This describes the physical similarities
between a sign and its object. Emoji and
stickman are some of the basic means of
representing human emotions. Video-
 graphic or photographic depictions can also • It is very important to be watchful of our
depict obvious signs of an iconic relationship words and even the images that we are using
with the objects they depict. to avoid miscommunication. Knowing the
language content and identifying your
2. INDEXICAL RELATIONSHIP
purpose will not lead to confusion.
• The operation of this sign-object relationship
CRITICAL THINKING
is defined by cause (sign) and effect (object),
for example, smoke is caused by fire, and • is the process of actively and skillfully
footprints are an indexical sign that someone conceptualizing, applying, analyzing,
walked here. synthesizing, and evaluating information.
• It is the foundation of critical reading and
3. SYMBOLIC RELATIONSHIP
critical listening.
• Here the relationship of sign and object is a
CRITICAL READING
habitual or merely conventional one.
• This relationship is exemplified by words – • involves understanding the content of a text
spoken or written: there is no reason why a as well as how the subject matter is
series of lines and circles such as cat or dog developed.
should describe a four-legged creature (nor • The goal of critical reading is to recognize the
is there any essential reason why the sound author’s purpose and recognize bias.
of the word should be seen as a reference to
that creature!). CRITICAL THINKING

KEY CONCEPTS OF MEDIA LITERACY (Center for • is not about being negative or finding fault, it
Media Literacy, 2005) is about assessing the strength of the
evidence and the argument presented.
KEY CONCEPTS GUIDE QUESTIONS IN • In order to evaluate whether a message is
MEDIA TEXT ANALYSIS effective, we can ask ourselves a series of
1. All media messages are What is the message of the text? questions that reflect the message’s
constructed. How effectively does it represent reality.
How is the message constructed?
simplicity, specificity, structure, and
2. Media have embedded What lifestyles, values and points of view are stickiness.
values and points of view. represented in the text?
Who or what is missing? 1. SIMPLICITY
3. Each person interprets What message do you perceive from the text?
messages differently. How might others understand it differently?
• In order to ensure that our messages have
Why? simplicity, these questions must be asked:
4. Media have What is the purpose of the text? a. Is my purpose evident?
commercial, ideological or Who is the target audience of the text? b. Is my core message clear?
political interests. Who might be disadvantaged?
Who created the text and why? 2. SPECIFICITY
5. Media messages are What techniques are used and why?
constructed using a How effective are the techniques in supporting • It refers to choices of language and its
creative language having the messages or themes of the text? function to ensure that the language is
its own rules. What are other ways of presenting the specific. These questions must be asked:
messages?
a. Is my language specific?
b. Is my language concrete, rather
DISCERNING FACTS
than abstract?
• Choice of content and language are very c. Am I using words which have
significant in every aspect of communication additional meanings?
most especially in the 21st century of the
global community.
3. STRUCTURE • Intercultural communication focuses on the
mutual exchange of ideas and cultural norms
• Ideas should be organized and easy to follow.
and the development of deep relationships.
These questions should be asked:
• In an intercultural society, no one is left
a. Do my messages have structure?
unchanged because everyone learns from
b. Are there any effective ways to
one another and grows together.
arrange the ideas?
MULTICULTURALISM
4. STICKINESS
• also called 'ethnic pluralism' is a term that
• The stickiness of an idea refers to how long it
describes the presence and acceptance of
persists in our culture and captures our
many different minority cultures alongside
attention.
the main culture in a specific region.
• It combines the concepts of being
• It is the view that cultures, races, and
remembered and remaining in our minds.
ethnicities, particularly those of minority
Sticky messages win the war for our
groups, deserve special acknowledgment of
attention, by holding our focus despite the
their differences within a dominant political
incursions of new messages.
culture.
CHAPTER 02: COMMUNICATION AND • It is both a response to the fact of cultural
GLOBALIZATION pluralism in modern democracies and a way
of compensating cultural groups for past
LESSON 5: LOCAL & GLOBAL COMMUNICATION IN exclusion, discrimination, and oppression.
MULTICULTURAL SETTING • Most modern democracies comprise
MULTICULTURAL members with diverse cultural viewpoints,
practices, and contributions.
• refers to a society that contains several • The term multiculturalism has a range of
cultural or ethnic groups. People live meanings within the contexts of sociology,
alongside one another, but each cultural political philosophy, and colloquial use.
group does not necessarily have engaging • cultural pluralism in which various ethnic
interactions with each other. groups collaborate and enter into a dialogue
with one another without having to sacrifice
CROSS-CULTURAL
their particular identities.
• deals with the comparison of different • It can describe a mixed ethnic community
cultures. area where multiple cultural traditions exist
• In cross-cultural communication, differences (such as New York City) or a single country
are understood and acknowledged and can within which they exist (such as Switzerland,
bring about individual change, but not Belgium, or Russia).
collective transformations. • Groups associated with an indigenous,
• In cross-cultural societies, one culture is aboriginal, or autochthonous ethnic group
often considered “the norm” and all other and settler-descended ethnic groups are
cultures are compared or contrasted to the often the focus.
dominant culture.
ADVANTAGES AND DISADVANTAGES OF
INTERCULTURAL MULTICULTURALISM

• describes communities in which there is a ADVANTAGES OF MULTICULTURALISM

deep understanding and respect for all
• Higher level of tolerance towards minorities
cultures. • Multiculturalism can lead to a more peaceful
society
• We can learn from different cultures
 • Life becomes more interesting with metaphor of a foundry’s smelting pots in
multiculturalism which the elements iron and carbon are
• We can make connections with people from many melted together to create a single, stronger
different cultures metal—steel.
• Multiculturalism is an important part of a modern
• In 1782, French-American immigrant J.
tolerant society
Hector St. John de Crevecoeur wrote that in
• Can help to lower prejudices towards certain
cultures America, “individuals of all nations are
• Multiculturalism may help to lower tensions in melted into a new race of men, whose labors
school and posterity will one day cause great
• Can give us a broader picture of reality changes in the world.”
• Multiculturalism can provide us with a variety of • has been criticized for reducing diversity,
different foods causing people to lose their traditions, and
• You can learn a new language in multicultural having to be enforced through governmental
regions policy.
• Can improve confidence levels of minorities • For example, the U.S. Indian Reorganization
• Multiculturalism can also be beneficial for
Act of 1934 forced the assimilation of nearly
companies
350,000 Indigenous peoples into American
• May foster technological progress
• Can improve the overall chances in the lives of society without any regard for the diversity
many people of their heritages and lifestyles.

DISADVANTAGES OF ETHNIC PLURALISM SALAD BOWL THEORY

• Tensions between people with different cultural • is a more liberal theory than the melting pot,
backgrounds describes a heterogeneous society in which
• Some people have a hard time to integrate into people coexist but retain at least some of the
society unique characteristics of their traditional
• Language barrier as a big problem of culture.
multiculturalism • Like a salad’s ingredients, different cultures
• Local population may be skeptical towards this
are brought together, but rather than
concept
coalescing into a single homogeneous
• People may fear to lose their identity with
multiculturalism culture, retain their own distinct flavors.
• Multiculturalism may lead to radical movements • In the United States, New York City, with its
• Original local population may become extinct many unique ethnic communities like “Little
• People may become frustrated India,” “Little Odessa,” and “Chinatown” is
• Social tensions may increase considered an example of a salad bowl
• Unemployment can be a problem society.
• Multiculturalism may lead to higher sovereign • On the negative side, the cultural differences
debt encouraged by the salad bowl model can
As seen in the above mentioned advantages and
divide a society resulting in prejudice and
disadvantages, multiculturalism obviously becomes part of discrimination. In addition, critics point to a
a modern and tolerant society. 2007 study conducted by American political
scientist Robert Putnam showing that
MULTICULTURALISM THEORIES people living in salad bowl multicultural
communities were less likely to vote or
MELTING POT THEORY
volunteer for community improvement
• assumes that various immigrant groups will projects.
tend to “melt together,” abandoning their
CHARACTERISTICS OF MULTICULTURAL SOCIETY
individual cultures and eventually becoming
fully assimilated into the predominant • characterized by people of different races,
society. ethnicities, and nationalities living together
• Typically used to describe the assimilation of in the same community.
immigrants into the United States, the • In multicultural communities, people retain,
melting pot theory is often illustrated by the pass down, celebrate, and share their unique
 cultural ways of life, languages, art, • Globalization has a direct impact on
traditions, and behaviors. worldwide communication, which provides
• Multiculturalism is evident even in the public business opportunities, the removal of
school education curricula, where diversity cultural boundaries, and the development of
is being introduced and forms part of lessons a global village.
in most academic subjects.
• In America, a 2018 study conducted by the GLOBAL VILLAGE
Pew Research Center found that the “post- • It means that when distance and isolation
millennial” generation of people ages 6 to 21 are no longer an issue because people are
is the most diverse generation in American connected through technology, this explains
society. its creation.
• In Argentina, a Spanish-speaking country,
newspaper articles, and radio and TV GLOBALIZATION AND GLOBAL COMMUNICATION
programs are commonly presented in
English, German, Italian, French, or • have had an impact on the world's
Portuguese. environmental, cultural, political, and
economic features. (Ahmed, November 21,
• Argentina’s constitution promotes
2018)
immigration by recognizing the right of
individuals to retain multiple citizenships • Examples of global communication are
from other countries. electronic mail (email) and web pages. These
are the most common forms of global
• The Philippines recognizes a diverse
communication where messages are being
language used as the country's media of
sent to the recipients or information about a
instruction. Article XIV, sections 7 and 8 of
certain company is being read across the
the 1987 Philippine Constitution provide
globe.
that:
“For purposes of communication and • With this global communication, encoding
instruction, the official languages of the and decoding messages can sometimes be
Philippines are Filipino and, until otherwise complicated. It can make or break depending
provided by law, English. The regional languages on how the message is sent and how the
are the auxiliary official languages in the regions message is absorbed in one country due to
and shall serve as auxiliary media of instruction language and cultural differences.
therein. Spanish and Arabic shall be promoted on
a voluntary and optional basis. (Section 7) GLOBALIZATION
This Constitution shall be promulgated
in Filipino and English and shall be translated into • The term "globalization" also refers to how
major regional languages, Arabic, and Spanish. trade and technology have made the world a
(Section 8)” more interconnected and interdependent
• In Canada, multiculturalism was adopted as place.
an official policy during the premiership of • Globalization also encompasses economic
Pierre Trudeau in the 1970s and 1980s. Also, and societal developments. It can be
the Canadian constitution, and its other laws compared to the strands of a massive spider
such as the Canadian Multiculturalism Act web that have grown over the years, with the
and the Broadcasting Act of 1991, recognize quantity and reach of these threads growing
the importance of multicultural diversity. over time.
• Globalization brings a lot of companies all
LESSON 6: GLOBALIZATION AND CULTURE
around the world. It includes reference to
GLOBALIZATION the speed or velocity of social activity
through the advancement of technology.
• offers a lot of benefits to people for it Companies to companies are migrating from
provides information easily where we utilize one country to another. Other products that
different search engines that will provide the you see in other nations are also seen in the
information that we need. Philippines, and these are the signs of
globalization.
 • Innovations in communication and • First, cultures are formed by communication;
information technologies are worldwide and that is, communication is the way by which
they make impossible possible. cultural features, such as conventions, roles,
rules, rituals, laws, and other patterns, are
GLOBALIZATION formed and communicated.
• According to Nowacyk (2017), globalization • Cultures emerge as a natural by-product of
is the process of bringing people together social interaction.
and making them interact and exchange CULTURES
ideas across traditional borders. Through the
advancement of technology, people are • are called "residues" of social
being interconnected across other communication.
boundaries (Downing,2007). • It would be impossible to retain and pass on
cultural features from one place and time to
GLOBAL VILLAGE
another without communication and
• According to McLuhan’s book entitled communication mediums.
“Gutenberg Galaxy” which was published in • As a result, culture can be said to be
1962, the term global village has been generated, molded, transferred, and learned
utilized to express the idea that people all through communication.
over the world are interconnected through • The converse is also true: communication
the aids of different media technology. techniques are mainly molded, transmitted,
• He also said that the Web is widely regarded and created by culture.
as the media that most people are closely • Communication shapes culture; culture
linked all over the world, allowing anybody shapes society. Without culture, no society
with an Internet connection to learn about shall exist.
what's going on in the world with a single
CHARACTERISTICS OF CULTURE
mouse click — and to communicate with
individuals and groups in far-flung locations. 1. CULTURES ARE LEARNED, NOT INNATE.
How does globalization affect businesses? • It isn't hereditary; we don't get it from our
parents. A lot of learning culture is
• By expanding your markets through the use
unintentional. Families, peers, institutions,
of technology and making the world know of
and the media are all places where we learn
your products or company, you are bringing
about culture.
people closer because it is very easy to have
• Enculturation is the process of learning a
access to your business reach more people,
culture. While all humans have basic
and create your personal brand.
biological requirements like food, sleep, and
• Since there are a lot of means that
sex, how we meet those needs varies greatly
communication can fail in a global context,
between cultures.
businesses must be very cautious to lessen
potential mistakes especially when relating 2. CULTURES ARE SHARED.
to language and culture differences.
• We can act in socially accepted ways and
CULTURE predict how others will act because we share
culture with other members of our
• The complex collection of knowledge,
community. Despite the fact that culture is
folklore, language, rules, rituals, habits,
shared, this does not imply that it is
lifestyles, attitudes, beliefs, and conventions
homogeneous (the same).
that bind and give a shared identity to a given
group of people at a specific point in time. 3. CULTURE IS BASED ON SYMBOLS.
COMMUNICATION AND CULTURE • A symbol is a representation of something
else.
• have complicated and personal interaction.
 • Symbols differ from culture to culture and STEREOTYPES
are arbitrary. They are only meaningful when
everyone in a culture agrees on how to utilize • These are often generalized negative traits
them. assigned to a group of people (e.g., race,
• Symbols can be found in language, money, nationality, religion, social class, sexual
and art. The most essential symbolic orientation, age, gender) even if these traits
component of civilization is language. may only reflect a selected few of the group.

4. CULTURE IS INTEGRATED. PREJUDICES (EMOTIONAL BIAS)

• This is referred to as holism, or the • It is an offshoot of stereotypes, an unfair

interconnection of diverse aspects of a thought, belief, or feeling of dislike for a
culture. All facets of a culture are person or group because of race, nationality,
interconnected, and in order to properly gender, sexual, orientation, age, religion, and
comprehend it, one must learn about all of so on.
its components, not just a few. ASSUMED SIMILARITIES
5. CULTURE IS DYNAMIC. • It is an assumption that similarity is a
• Cultures constantly change as cultural baseless, unreasonable refusal to see
contact increases, the emergence of cultural differences where they exist. This
technology, and variations in economic results in insensitivity to cultural differences.
conditions. ANXIETY
• Because most civilizations interact with one
another, ideas and symbols are exchanged. • Intercultural communication anxiety is the
All civilizations evolve; otherwise, they fear or apprehension associated with either
would struggle to adjust to changing real or anticipated communication with
circumstances. people from another cultural group. The fear
• Because cultures are intertwined, if one is often caused by differences in language
component of the system changes, the entire ability, verbal and non-verbal
system is likely to change as well. communication styles, and expression of
emotions.
LESSON 7: CHALLENGES IN CROSS CULTURAL
COMMUNICATION WHEN GOOD ADS TURNED BAD

CULTURAL BIAS • One of the barriers in global business

communication is language and whenever
• It is the phenomenon of interpreting and we are trying to communicate with someone
judging phenomena by standards inherent to in their language, it is our obligation to be
one's own culture. The phenomenon is aware of the words that we will be using to
sometimes considered a problem central to someone we are talking with. Examples of
social and human sciences, such as these are advertisements and marketing
economics, psychology, anthropology, and propaganda on air, billboards, or even flyers
sociology. or the ones written on leaflets.
ETHNOCENTRISM EXAMPLES
• It refers to the belief that a person’s culture • Mexico: When a sign pen manufacturer began
is much better than any other group’s culture marketing its product to the first country where they
would want to sell it, its motto in the English language-
and the tendency is for that person to judge
“It won’t leak in your pocket and embarrass you” was
any “out-group” culture by using the norms translated to Spanish as - “It won’t leak in your pocket
of his “in-group” culture. and make you pregnant.”. Spanish word "embarazar"
has a double meaning; it means "to embarrass," but it
also means to "impregnate."
• China: The Coca-Cola name in China was first read as
“Kekoukela”, meaning “Bite the Wax Tadpole” or
 “Female Horse Stuffed with Wax”, depending on the 3. AMBIGUITY
dialect. Coke then researched 40,000 characters to find
a phonetic equivalent “kokoukole”, translating into • When the sender and recipient of a message
“Happiness in the Mouth.”
assign different interpretations to the same
GLOBAL BUSINESS COMMUNICATION words or use different terms to communicate
the same concept, ambiguity emerges.
• A company's ability to transmit and receive • Ambiguity can also be caused by incorrect or
professional messages in different parts of speculative assumptions. A sender
the world and cultures. frequently expects that his audience will
• The communications must be easily view the situation in the same way that he
comprehended by the recipient culture in does, will hold the same opinion on an issue,
order for global business communication to will comprehend the message in the same
be effective. way that he does, and so on. All of these
• Mediators - ensure that the message is assumptions could be incorrect, resulting in
delivered correctly, translators and linguistic a breakdown in communication.
consultants are employed.
• A distinct culture Multicultural VARIETIES OF ENGLISH
communication is the transmission of WORLD ENGLISHES (WE) OR ENGLISH VARIETIES
messages to persons from other cultures.
• refers to the regionalized variants of English
CROSS- CULTURAL COMMUNICATION
that are spoken or utilized in specific
• The conveying of a message from one unique locations.
culture to another unique culture. • Braj Kachru was the first to present this
concept in the Asian culture.
LESSON 8: LANGUAGE VARIETIES AND BARRIERS • Kachru's famous "Three Concentric Circles
of Asian Englishes" depicts three circles:
THE MOST COMMON LANGUAGE BARRIERS ARE
- the Inner Circle with ENL (English as a
LISTED AS FOLLOWS: (FROM THE STUDY OF
native language) member countries;
TALAMALA, 2015)
- the ESL or English as a Second Language;
1. MISINTERPRETATION OF WORDS and
- the Expanding Circle with EFL (English as
• Semantic issues frequently develop as a a foreign language) member countries.
result of a mismatch between the sender's
intended meaning and the receiver's ENL: ENGLISH AS A NATIVE LANGUAGE
understanding. This occurs when the
• refers to native speakers who were born in
receiver does not interpret the word/symbol
an English-speaking country and who speak
in the same way that the transmitter
English as their mother tongue or first
intended. Words can represent a wide range
language.
of meanings depending on how they are
used, or in what context they are used. The ESL: ENGLISH AS A SECOND LANGUAGE
link between the word/symbol and the
meaning attributed to it is purely • refers to non-native speakers who learned
coincidental. English almost concurrently with their
mother tongue.
2. USE OF TECHNICAL LANGUAGE
EFL: ENGLISH AS A FOREIGN LANGUAGE
• Jargon is a technical or specialized language
used by persons or experts who operate in • refers to non-native English speakers who
the same sector. If the recipient of the learned the language in a nation where it is
message is unfamiliar with the technical not commonly spoken.
jargon, it can be a communication barrier.
THE INNER CIRCLE issues that must be addressed in order for
sociolinguistics to progress. (Valpa, 2020)
• is made up of conventional English bases, • On the other hand, the Japanese are known
and its speakers are in charge of establishing for their language patriotism. However, with
norms. These places are where the norms the onset of globalization, it is observed that
are created and from which they spread to they are now considering English as their
the other circles. The Inner Circle includes second language.
the United States, the United Kingdom, and • Non-native speakers are easily identifiable
Canada. due to the peculiar sound and structure of
THE OUTER CIRCLE the language. Thus, languages such as
Japlish, Taglish, Filipino English, and Indian
• denotes the regions where they speak English were created.
official non-native versions of English. The • People of the same culture can easily
people who talk in these settings are the communicate with each other using their
ones who challenge and develop the peculiar English. Multiple cultures hamper
conventions. They are mostly ESL students. communication; nevertheless, exposure to
The Philippines, India, Pakistan, and Egypt different cultures, as well as understanding
are among the countries that make up this and accepting differences, can help us
circle. communicate more effectively and make our
lives in a multicultural society easier to
THE EXPANDING CIRCLE
manage.
• is made up of EFL speakers who normally do • Proficiency in English does not guarantee
not speak English. that people from different cultures will
understand you, especially when both of you
VARIETIES OF ENGLISH are non-native speakers of English.
• A thorough understanding of how other
THE OUTER CIRCLE
people use English in their culture would be
• is shaped by the second diaspora, which a good foundation for communication.
emerged as a result of the British Empire's • Words have a lot of power since they either
colonization of various regions in Asia and make or break a relationship. Understanding
Africa. other people's cultures and how they utilize
• One of the most significant things to the English language can help build a good
remember about this circle is that the English relationship.
dialects spoken there are frequently in
LEXICAL CHANGE
contact with other languages. As a result, the
English variation is influenced by those other • The most common sort of linguistic change,
languages, and some of their characteristics and perhaps the easiest to detect.
are incorporated into the English variety. • For example, we can make strong
• The Outer Circle is a norm-developing assumptions about a speaker's age if they
language because contact with other use the phrase courting to signify 'going out
languages causes changes in vocabulary and, with,' or if they use the adjective fit to
in some cases, syntax. Here, there is no value describe someone they find attractive.
in competency, therefore a natural speaker
who left school at a young age and does not While there are many more variations of English, the
understand many of the language's grammar two most commonly taught in ESL/EFL programs are
rules is deemed a better speaker than, say, American English and British English. Although it is
an Asian English teacher who is more generally agreed that no single version is "right,"
prepared and knows all of the language's there are clear preferences in usage.
rules.
• Overall, Kachru's model has played a
significant role in the history of
sociolinguistics; yet, it also highlights some
 • ONE CULTURE IS DOMINANT OVER THE
OTHER
• Example: the Netherlands is very open-
minded – the first country to legalize same-
sex marriage;

INTERCULTURAL

• no one is left unchanged since EVERYONE

LEARNS FROM ONE ANOTHER AND GROWS
TOGETHER

MULTICULTURAL – IN GENERAL – USA vs PH

• Every type of human can be found in the US,

while Philippines is relatively “homogenous”
in population.

MOST MULTICULTURAL COUNTRIES IN THE WORLD

• For example_- SOUTH AFRICA

[COMMUNICATION AND GLOBALIZATION]

Usually, multiculturalism happens in modern

societies or countries where democracy is being
practiced at the most. Usually, countries where
commercialism, capitalism, and trade are very open; • As to people in CANADA – Canadians speak
countries that are seen and considered as developing both FRENCH AND ENGLISH
countries. • As to language INDONESIA – people speak
their local language - JAVANESE, SUDANESE,
SIMILARITIES
BALINESE
• they live alongside one another • As to land- Because of BORDER – SOUTH
AMERICA (LATIN AMERICA) shares its
DIFFERENCES borders with other countries– ECUADOR,
COLOMBIA, BRAZIL, BOLIVIA,
MULTI
WHY AUSTRALIA IS THE WORLD’S MOST
• means many
SUCCESSFUL MULTICULTURAL SOCIETIES
• refers to a society that contains several
cultural groups, aside from their culture they MONOETHNIC – JAPAN, KOREA, CHINA
also welcome other cultures to live in their
country.
• THIS DOES NOT NECESSARILY MEAN THAT
THEY SHOULD INTERACT OR ENGAGE – FOR
EXAMPLE STORES, RESTAURANTS,

CROSS-CULTURAL SUMMARY - GUIDE QUESTIONS

• deals with comparing one dominant culture 1. What is the difference between multicultural and
to the other, differences are acknowledged cross-cultural?
and understood
• EXAMPLE: Chinatown in every country, the A. Multicultural refers to a society that contains
Filo community celebrates food festivals in several cultural or ethnic groups, while cross-
the US or Canada cultural deals with comparing different
cultures.
2. What is the difference between cross-cultural and 13. What happens if one component of a culture
intercultural? changes?

A. Cross-cultural deals with the comparison of A. The entire system is likely to change
different cultures, while intercultural describes
communities with a deep understanding and 14. What is cultural bias?
respect for all cultures. A. Judging other cultures by one's own standards.
3. What is the main idea of the second paragraph? 15. What is ethnocentrism?
C. Multiculturalism is both a response to the fact B. Believing one's culture is better than others.
of cultural pluralism in modern democracies and
a way of compensating cultural groups for past 16. What are stereotypes?
exclusion, discrimination, and oppression.
C. Assigning negative traits to a group of people.
4. What is the definition of multiculturalism?
17. What is prejudice?
A. The presence and acceptance of many
different minority cultures alongside the main D. An unfair thought or feeling towards a person
culture in a specific region. or group.

5. What is the focus of intercultural communication? 18. What are the assumed similarities?

B. The mutual exchange of ideas and cultural C. Refusing to see cultural differences where they
norms and developing deep relationships. exist.

6. What is the difference between multiculturalism 19. What is intercultural communication anxiety?
and interculturalism? A. Fear or apprehension associated with
C. Multiculturalism refers to a society that communication with people from another
contains several cultural or ethnic groups, while cultural group.
interculturalism describes communities with a 20. What can cause intercultural communication
deep understanding and respect for all cultures. anxiety?
7. How do humans learn culture? A. Differences in language ability,
B. From enculturation communication styles, and expression of
emotions.
8. What is enculturation?
21. Distinguish Melting Pot Theory and Salad Bowl
A. The process of learning a culture Theory

9. What is a symbol in culture? The Melting Pot Theory suggests that different
cultures and ethnicities blend together to form a
A. A representation of something else unified, homogenous culture, like metals melting to
10. What is the most essential symbolic component form a new alloy. In contrast, the Salad Bowl Theory
of civilization? emphasizes that while different groups coexist in the
same society, they retain their distinct cultural
C. Language identities, much like individual ingredients in a salad.
For example, the United States is often seen as a
11. What is holism in culture? melting pot in which immigrants assimilate and adopt
A. The interconnection of diverse aspects of a a common American identity. On the other hand, New
culture York City is more like a salad bowl where diverse
ethnic communities, such as Chinatown or Little Italy,
12. How does culture change? maintain their unique traditions while still being part
of the larger society.
A. Through cultural contact, technology, and
economic conditions
CHAPTER 03: COMMUNICATION AID AND STRATEGY technology' created, used and manipulated
by human in any field. In other words,
LESSON 9: TECHNOLOGY TOOLS FOR practically every task now can be 'virtually'
COMMUNICATION completed with just one click at the tip of a
• In today’s period called the cyber era, it is finger.
very easy to communicate through • Modern communication devices, such as
computer-mediated technology. It is very laptops and smartphones, open up
important to know how helpful this opportunities for individuals, whether one is
technology is, in making our lives easy. This in business, in the academe, or in any
digital society offers plenty of program vocation and avocation.
applications that can be used - apps on • Modern technology allows for real-time
creativity, productivity, education, health & exchange of information which leads to a
fitness, and entertainment to name a few. more efficient operation.
These bring ultimate convenience and COMMUNICATION TOOLS CAN INCLUDE:
efficiency, only if we know how to use them
properly. • laptops
• Media production tools and resources are • smartphones
readily available, easily accessible, and • tablets
affordable nowadays. The only limit is our • voice & video conferencing
interest and curiosity. But for students, being • intranet
aware of the different educational • social networks
applications makes an additional impression • instant messaging
in their presentation, and the skill to use • chatbots
these applications as tools for learning is • email
considered a special ability, hence the word
• blogs/vlogs
"Techy". As to the use of technology, the
• tracking software
younger generations are now called the
• task managing system
'digital natives', while the older ones who
• document collaboration
need to cope with the technology are called
'digital immigrants'. • discussion forum
• In a journal article published in 1937 by the • analytics
American Sociological Association, the PRESENTATION TOOLS CAN INCLUDE:
author Read Bain defined technology as -
"Technology includes all tools, machines, • Google Slides
utensils, weapons, instruments, housing, • Canva
clothing, communicating and transporting • Prezi
devices and the skills by which we produce • Powtoon
and use them". (BAIN,1937) • Keynote
• The term "technology", as defined, was • Haiku Deck
observed to have changed nowadays. Long • Padlet
before, scientists and engineers used to • Slides
define it as applied science, rather than as • Slide Bean
things that people make and use. Today, • Whiteboard
technology can be used to refer to both • Visme
material and non-material things; a • Screencast
collection of techniques and resources that if
• Adobespark
tied up with another field, the term is
• and of course, the leading Microsoft
understood to be a tool in that respective
Powerpoint
field, such as, but not limited to 'space'
technology, 'medical' technology,
'communication' technology; while state-of-
the-art technology refers to 'high
POWERPOINT MISTAKES YOU SHOULD AVOID 6. FAILING TO PRACTICE
(HOWELL, 2017)
• Professional actors do not get in front of an
1. TOO MUCH TEXT audience without practicing their lines or
dialogues. There is no difference when it
• Putting too much text on a single slide is a comes to PowerPoint presenters.
cardinal sin when it comes to PowerPoint. An Familiarizing yourself with your presentation
excess amount of text is hard to read and can is absolutely a must. Doing a dry run ahead
be discouraging to viewers. Remember that of time will also help you iron out any
your audience wants to see aesthetically technical issues you may experience on
striking visuals that complement what you presentation day.
are saying. They do not want you to see what
is being projected. CHAPTER 04: COMMUNICATION FOR VARIOUS
PURPOSES
2. TOO MUCH CLUTTER
LESSON 11: TECHNICAL REPORT WRITING
• The human eye naturally seeks simplicity and
clarity. If you clutter your PowerPoint slides 1. DEFINING A TERM
with an abundance of text and graphics, you
will confuse viewers and lose their attention. FORMAL DEFINITION
Having too much happening is • is a sentence definition that gives the
overwhelming. Instead of cluttering each essence of the term being discussed.
slide with as much stuff as possible, prioritize • Unlike an informal definition which is usually
simplicity. Use only text and images that are a one-word synonym, a formal definition
needed to support your points. contains three basic parts - the term, the
3. BAD CONTRAST genus, and the differentiae.
1. TERM – is the word to be defined.
• Avoid dark text on a dark background as well 2. GENUS - is the group or class to which
as light text on a light background. Stick with the term belongs.
dark text on a light background or vice versa 3. DIFFERENTIAE - is the distinctive
to ensure readability and attract audience characteristic
attention.
Only the VERB TO-BE can be used in a sentence
4. READING OUT SLIDES VERBATIM definition. A definition must give an assurance of the
essence of a term and not an assumption. Unlike the
• One of the biggest PowerPoint mistakes you 'verb of senses' (appear, look, taste, smell, seem), the
can make is to simply read slides out as they verb to-be gives the state of being of a thing (am, is,
appear on the screen. It is safe to assume are, was, were, will 'be').
that almost everyone in your audience can
read what is on the slides in front of them. 2. DESCRIBING A MECHANISM
Simply repeating this information makes the
presentation boring. MECHANISM

5. TALKING TO THE SCREEN • any object or system that has a working part
or parts.
• All great presentations have one thing in • Most often the term mechanism suggests
common; they are designed with the tools, instruments, and machines.
audience in mind. You have expended time
and effort to create your presentation and GENERAL DESCRIPTION
you want to make sure that your audience is • giving an overall view of what the
listening. That means that you must direct • mechanism can do or can be used for.
your attention to your audience not to the
screen.
SPECIFIC DESCRIPTION instructions, is a list of the main steps given
in the introduction. Take up each step in turn,
• emphasis is on particular characteristics or developing it fully with sufficient detail. In a
aspects. more complex operation, each major step
In either a general or a specific description, the may be subdivided.
mechanism may be described at rest and/or in III. THE CLOSING
operation, depending on the purpose of the
description. • If the purpose is simply to inform the
audience of the specific procedure, the
THREE FRAMES OF REFERENCE FROM WHICH A closing may be a :
MECHANISM CAN BE DESCRIBED 1. Completion of the discussion of the last
FUNCTION - A mechanism is created to perform a step;
particular function or task. 2. Summary of the main steps, especially in
complex instructions;
PHYSICAL CHARACTERISTICS - The purpose is to make 3. Comment on the significance of the
the audience 'see' or visualize the object, to give an operation; and,
impression of the appearance of the mechanism. 4. Mention of other methods by which the
operation is performed.
PARTS - The mechanism is divided into its parts or
• If the presentation serves a specific purpose,
construction. The purpose of each part is given, and
such as an evaluation of economy, efficiency,
the way that the parts fit together is explained.
or practicality, the closing may be a
Both the verb to-be and the verb of senses can be recommendation or a suggestion.
used in a descriptive sentence.
SENTENCE GIVING INSTRUCTIONS
The verb to-be gives the attributes of the object while
• is asking someone to do something, hence
the verb of senses heightens
an imperative sentence. It gives a command,
3. GIVING INSTRUCTION and the subject of a command is understood
to be "you'.
• means giving information rather than giving
orders. TRANSITIVE VERBS
• In technical writing, giving instructions is
• Most transitive verbs take only one object;
usually a matter of telling how to perform
there are some transitive verbs that take two
some physical process
objects, direct (what or who) and indirect (to
When organizing the material for giving instructions, whom or for whom), to complete their
divide the presentation into two or three parts as meanings.
shown below:
INTRANSITIVE VERBS
I. THE IDENTIFICATION OF SUBJECT
• do not take any object at all. They are
• State the operation, and if applicable, give independent and can stand alone. They do
the purpose and significance of the not need objects to complete their
instructions. Indicate who uses them, when, meanings.
where, and why. State any needed
THE ACTIVE VOICE
preparations such as skills, equipment, and
materials. And in complex or lengthy • is also used as it is personal in tone since it
instructions, list the main steps preferably in involves a person who must do the action.
one sentence.
COMMAND
II. THE DEVELOPMENT OF STEPS
• is always given in the simple present tense. If
• This is the main part of the presentation and, the tense is changed into either the simple
thus will be the lengthiest part. The guiding past or the simple future, the sentence
statement, in complex or lengthy
 ceases to be a command. It even ceases to I. The identification of the subject may be brief,
be a sentence. perhaps only one or two sentences, depending on
the complexity of the process.
4. EXPLAINING A PROCESS
A. State the process to be explained.
• Explaining a process is similar to giving B. Identify or define the process.
instructions, it tells how something is done. C. If applicable, give the purpose and
• However, there are two basic differences: a significance of the process.
difference in the purpose and a difference in D. In a complex lengthy explanation, list the
the procedure for presentation. main steps, preferably in one sentence.
EXPLAINING A PROCESS II. The development of steps is the main part of the
presentation and thus will be the lengthiest section.
• the purpose is to describe a method of
operation so that the intended audience will A. The guiding statement, in a complex or
understand what is done - what is carried out lengthy explanation, is a list of the main steps
by man, by a machine, or by nature. given at the beginning.
• With instructions, you use commands B. Take up each step in turn, developing it fully
with sufficient detail.
INTENDED AUDIENCE:
C. In a complex process, subdivide each major
Process Explanation for a General Audience. step.

• The general adult audience requires a fairly III. The closing is determined largely by the purpose
inclusive explanation. The writer should of the presentation.
assume that this audience has little, if any, of
A. If the purpose is simply to inform the
the particular background, knowledge, or
audience of the specific procedure, the
skill necessary to understand an explanation
closing may be:
of a technical process. Therefore, you need
1. The completion of the discussion of the
to explain that process as clearly and simply
last step.
as possible, defining any terms that might
2. A summary of the main steps.
have special meaning.
3. A comment on the significance of the
Process Explanation for a Specialized Audience. process.
4. Mention of other methods by which the
• A specialized audience as the term implies, process is performed
has at least an interest in a particular subject, B. If the presentation serves a specific purpose,
and probably has the background, either such as evaluation of economy, or
from reading or from actual experience. practicality, the closing may be a
recommendation.
PROCEDURE FOR EXPLAINING A PROCESS
LENGTH OF PRESENTATION
FORM
• The length of a presentation explaining a
• In explaining a process, use the third person.
process is determined by the complexity of
Generally, gerunds for the name of the
the process, the degree of knowledge of the
process and for its major steps. (A gerund is
audience, and the purpose of the
an -ing form of a verb used as a noun, e.g.
presentation. In explaining a simple process
manufacturing camera lenses, capping soft
such as how a stapler works, the
drink bottles, or making asbestos shingles.
presentation may be only one paragraph.
CONTENT
Giving instructions and explaining a process are
• When organizing an explanation of a similar in one respect, they both consist of a
process, divide the explanation into two or succession of steps in accomplishing or understanding
three parts, as shown below: an operation. The similarity stops here. There are
basic differences between these two communication C. THE USE OF GERUND
skills that a technical person has to reckon with.
• The steps involved in a process explanation
INSTRUCTIONS are expressed in gerund forms.
• Ex: Crushing the ore
• are written to enable those who may Filtering the concentrate
perform a process to perform it properly. The Refining the blister copper
explanation of a process, on the contrary, is
addressed to readers who may be unlikely to The underlined words are all gerund. To understand
perform the process themselves but want to what a gerund is you have to understand first what a
understand it so they can judge its reliability, verbal is. A verbal is a verb from which is not used as
practicality, or efficiency. a verb, but as other parts of speech (noun, adjective,
and adverb). There are three kinds of verbal.
GRAMMATICAL STRUCTURE OF A SENTENCE
EXPLAINING A PROCESS 1. Gerund
A. THE USE OF THE PASSIVE VOICE • a verbal ending in ing (present participle) and
used as a noun (subject, object,
• In giving instructions, the active voice is used complement)
because the doer for the action is as
important as the action itself. However, 2. Participle
when explaining a process, the doer is no
consequence at all. It is the action that is the • a verbal ending in ing (present participle) or
focal point of attention. Compare the d and ed (past participle) and used as an
following sentences. adjective.

3. Infinitive a verbal introduced by the word

• to, followed by the base form of the verb,

and used as a noun, an object, and an
• The subject receives the action, if the subject adverb.
is the receiver of the action, the verb is in the
passive voice. D. OTHER GRAMMATICAL STRUCTURES
• A verb in the passive voice can easily be 1. THE USE OF PRESENT TENSE
changed into the active voice if there is no
doer (which is contained in a prepositional • The simple present tense is used in
phrase.) explaining a process because the sentences.
• The absence of the doer renders the used are all statements of fact and universal
sentence impersonal and objective, qualities truth.
which are necessary for process explanation
2. THE USE OF DECLARATIVE SENTENCES
where the action is more important than the
doer. • Declarative sentences express statements of
B. THE USE OF TRANSITIVE VERB ideas and that precisely what a process
explanation is – a statement of idea.
• The verb speak is intransitive. It cannot be
5. ANALYZING CAUSE AND EFFECT
changed into the passive voice because there
is no object to receive the action, thus there • Sometimes it is possible to establish a
can be no subject if the verb is made passive. definite or actual cause - one that evidence
Only transitive verbs can be made passive proves beyond question is the true cause.
since they are the only verbs that take direct Often, however, a definite cause cannot be
objects. established. A possible or probable cause
must suffice.
RELIABLE EVIDENCE

• is proof that can be gathered from

trustworthy sources, personal experiences,
knowledgeable individuals, textbooks,
encyclopedias, and the like.

RELEVANT EVIDENCE

• is a piece of information that directly

influences the situation.

SUFFICIENT EVIDENCE

• means adequate enough to support or justify

a conclusion.

EVIDENCE

• that is reliable, relevant, and sufficient must

be analyzed intelligently.

ANALYZING CAUSE AND EFFECT

• the procedure is the same and presents no

unusual problems. Generally, the analysis
should be divided into three sections:

I. Stating the problem usually requires only a few

sentences.

II. Reporting the investigation of the problem is the

longest section of the presentation.

III. The conclusion which is usually brief, reflects the

purpose of the analysis.