PURPOSIVE COMMUNICATION: 2ND TERM | BS ACCOUNTANCY

CHAPTER 1: DEFINITION AND - This means that when people

NATURE OF COMMUNICATION communicate, they attach meaning to the
- According to Wood (2012), there are symbols they use (either verbally or
four (4) key terms that may be used to non-verbally) with the intent that the
encapsulate what communication is: person/s they are communicating with
shares the same meaning as intended.
1. Communication as a PROCESS - The goal of communication is to
- Process implies continuity. generate common meanings shared by
- One never stops from communicating as the two or more conversants or speakers;
it is an ongoing activity. or to understand each other.
- It is dynamic as it continually changes.
- Communication is never static. Communication as a Meaning
- Communication is considered a process - Two levels of Meaning in
because it is an activity in itself. Communication
TYPE/LEVEL MEANING EXAMPLE
2. Communication as a SYSTEM
Content Level Refers to the If someone asks,
- A system refers to interrelated parts
literal meaning “May you attend
that affect one another. of the message; the meeting?”
- It is a collection not of random parts but parallel to the content
denotative level
of organized wholes. meaning of the meaning is that
- These parts interplay with each other as message. the person
asking is simply
the communication process happens.
requesting
- Communication is affected by the larger your presence in
system within which it operates. the said
meeting.

3. Communication as a SYMBOLS Relationship Expresses the If the question

- When people communicate, they rely on Level relationship above is asked
between by your boss at
symbols – a concrete representation of communicators; work, you might
something abstract. parallel to interpret the
connotative relationship
- The use of symbols allows people to
meaning of the level meaning as
perceive abstract, arbitrary, and message. delegating task
ambiguous representations of things using to you being the
top performer
the senses.
or
- Communication is symbolic as it someone who
involves interaction with and through can be trusted
in the team.
symbols.

4. Communication as a MEANING ELEMENTS OF COMMUNICATION

- The heart of communication is
meaning. SOURCE
- It can be viewed as an end in itself. - The source imagines, creates, and
 PURPOSIVE COMMUNICATION: 2ND TERM | BS ACCOUNTANCY

sends the message. feedback signals allow the source

- The source encodes the message by to see how well, how accurately (or
choosing just the right order or the best how poorly and inaccurately) the
words to convey the intended meaning message was received.
and presents or sends the information to ENVIRONMENT
the audience. - “The environment is the
MESSAGE atmosphere, physical and
- “The message is the stimulus or psychological, where you send and
meaning produced by the source receive messages” (McLean, 2005).
for the receiver or audience” - Surroundings, people, animals,
(McLean, 2005). technology, can all influence your
- The message brings together communication.
words to convey meaning, but is CONTEXT
also about how it is conveyed. - “The context of the communication
CHANNEL interaction involves the setting,
- “The channel is the way in which a scene, and expectations of the
message or messages travel individuals involved.” (McLean,
between source and receiver.” 2005).
(McLean, 2005). - A professional communication
- Spoken channels include context may involve business suits
face-to-face conversations, that directly or indirectly
speeches, phone conversations, influence expectations of
radio, etc. language and behavior among the
- Written channels include letters, participants.
memorandums, purchase orders, INTERFERENCE
etc - Interference, also called noise, can
RECEIVER come from any source.
- The receiver receives the message - “Interference is anything that
from the source, analyzing and blocks or changes the source’s
interpreting the message in ways intended meaning of the
both intended and unintended by message” (McLean, 2005).
the source. - Noise interferes with normal
- Decodes the message. encoding and decoding of the
FEEDBACK message carried by the channel
- When you respond to the source, between source and receiver.
intentionally or unintentionally,
you are giving feedback.
- Feedback is composed of TYPES OF INTERFERENCE
messages the receiver sends back 1. PHYSICAL INTERFERENCE
to the source. - is interference that comes from
- Verbal or nonverbal, all these an external source, or the
 PURPOSIVE COMMUNICATION: 2ND TERM | BS ACCOUNTANCY

environment in which the positions, work groups, and

communication is occurring. more, and individuals belong to
- Static on a phone call, multiple cultures.
conversations during a 6. PSYCHOLOGICAL NOISE
presentation, not muting your - occurs as a result of personal
sound while typing during an attitudes, assumptions, and
online meeting all constitute biases.
physical noise. - People have particular
2. PHYSIOLOGICAL INTERFERENCES perspectives and world views;
- to see and hear, your state of communication noise occurs
health, whether you are tired or when content, language, and
hungry at the time of the perceived attitudes of the
communication, or any of many communicator and the
different physiological issues audience do not mesh.
that can interfere with paying 7. SEMANTIC INTERFERENCE
attention to a message. - deals with words and language.
3. TECHNICAL NOISE - Is the language of the
- can interfere with your communication clear and easy
audience receiving and to understand?
understanding your message. - Is the language free from
Online or video conferencing grammatical and technical
equipment may not work for errors?
everyone, connectivity may be - Are the sentences clear in their
slow, or servers may go down. structure and easy to read or
4. ORGANIZATIONAL NOISE listen to?
- can occur if you are unaware of, - All of these language issues,
or disregard, expected however small, can derail focus
communication channels in from the content of your
your organization. message.
- Some organizations are
structured so that employees at PRINCIPLES OF COMMUNICATION
certain levels only - Communication is
communicate with employees transactional. Communication
at similar levels. is a two-way process. It involves
5. CULTURAL NOISE an exchange. When a message
- occurs when cultural is sent, a reply is expected.
expectations, etiquette, - Communication is inevitable. It
attitudes, and values differ. is impossible not to
- Many different cultures exist communicate. Communication
based on nationalities, ages, is an indispensable part of daily
genders, regions, social life.
 PURPOSIVE COMMUNICATION: 2ND TERM | BS ACCOUNTANCY

- Communication is communicators.
goal-oriented. To persuade, to MODES OF COMMUNICATION
inform, to express one’s feelings, VERBAL
etc., and to influence others are - Verbal communication is the
some of the purposes of transmission of information
communication. At the core of through spoken words or written
all these, the ultimate goal of - 2 Forms of Communication:
communication is to 1. Written Communication -
understand each other. primarily used to convey
- Communication is complex. In information in a permanent
communication, the focus is manner.
not just on the message, but 2. Oral communication - a.k.a
also on the kind of relationship spoken communication.
the communicators have. Part NON-VERBAL
of the complexity lies in that - Non-verbal communication is
communication is interactive, the expression of information
context-based, culture-bound, through the body, face or
and irreversible. voice.
- Communication has various - It provides a way to convey
levels. There are various levels of emotion and information
communication: Intrapersonal, without using words.
interpersonal, small group, and - It can give the listener additional
public or mass. information, sometimes
- Communication can be contradicting the spoken
learned. Despite the complexity message.
of communication, it is a skill VISUAL COMMUNICATION
which can be learned. - Delivers messages through
- Communication is relational. In visual cues such as illustrations,
any communication setting, videos, charts and diagrams.
aside from sharing meaning, the - Visual communication can be
process of how that meaning is an effective tool, especially
created also echoes two vital when it is difficult to relay
aspects of the relationships of messages through words.
the communicators: Immediacy - Often, a single diagram,
and control. illustration or photograph can
- Communication is guided by relay complex information more
culture. How messages are succinctly than words.
created and processed in order ETHICS IN COMMUNICATION
to foster understanding is ETHICS
greatly influenced by the - Moral principles
cultural background of the - Deals with values related to
 PURPOSIVE COMMUNICATION: 2ND TERM | BS ACCOUNTANCY

human conduct 1. LANGUAGE & DIALECTS

- Standard of what is right and - Not all people speak the same
otherwise language as you.
ETHICS IN COMMUNICATION - This issue arises when people
- Communication are strategic try to express in their dialect
forces that influence and and sociolect that many
constrain communications. misunderstandings arise.
- Ethics refers to the principles 2. DIRECT VS INDIRECT
of right and wrong that guide COMMUNICATION STYLE
you in making decisions that - Cultures that value getting to
consider the impact ofyour the point quickly without
actions on others, as well as redundancies, nor mincing
yourself. words, you are a direct
ETHICS TO REMEMBER communicators.
1. Ethical communicators are 3. CULTURE NORMS AND VALUES
honest. - what might be considered
2. Ethical communicators are appropriate or respectful
aware of the consequences of communication in one culture
their thoughts and actions. could be interpreted
3. Ethical communicators value differently in another.
diversity and respect other’s 4. SIGNS & SYMBOLS (SEMANTICS)
opinions. - This vary depending on and
4. Ethical communicators are just across cultures.
and fair. 5. STEREOTYPES & PREJUDICES
CHAPTER 2: COMMUNICATION AND - Stereotyping is the process of
GLOBALIZATION creating a picture of a whole
GLOBALIZATION IMPLIES: culture, over generalizing all
1. economic growth people belonging to the culture
2. political growth; and in question as having similar
3. cultural assimilation characteristics, and categorizing
❖ All of which result in the people accordingly.
INTEGRATION OF PEOPLE Impacts of Communication
ACROSS THE GLOBE. Changes as brought by Globalization
❖ Closely related to Globalization in the World
is DIVERSITY. 1. CREATES INSTITUTIONAL
IN GLOBALIZATION CHANGE
- The means by which people - Communication changes have
communicate have enormously brought increased
changed. transparency and fairness to
EFFECTS OF CULTURAL & GLOBAL workplaces.
ISSUES IN COMMUNICATION 2. UNCOVERS NEEDS & BUILDS
 PURPOSIVE COMMUNICATION: 2ND TERM | BS ACCOUNTANCY

TRUST - According to scholars,

- Successful communication can high-context and low-context
reveal undiscovered needs that cultures rely on the verbal and
help move an organization or nonverbal cues present in the
movement forward and let interaction to draw meaning
stakeholders know that their from the message
voices are heard. HIGH-CONTEXT
3. SPURS LARGE-SCALE CULTURAL - Consider sender and receiver
SHIFTS backgrounds when interpreting
- many groups and organizations messages.
have become more equitable - Nonverbal cues often have a
because forward-thinking greater impact on message
groups have used communication skills comprehension than indirect
and verbal cues.
tactics to change the world. LOW-CONTEXT
4. EDUCATES & INSPIRES OTHERS - Low-context cultures prioritize
- Information sharing moves direct communication and may
faster today than ever before downplay non-verbal cues.
CHAPTER 3: LOCAL & GLOBAL - Relationships have a limited
COMMUNICATION influence on communication.
CULTURE - Explicit exchange of ideas and
- Culture is often defined as the information is emphasized.
learned patterns and attitudes POTENTIAL AREAS FOR
shared by a group of people. MISINTERPRETATION IN
PROGRAMMING OF THE MIND INTERCULTURAL COMMUNICATION
1. CROSS-CULTURAL - According to AJ Schuler (2003),
- comparing two or more miscommunication in a
different cultures; so cross-cultural setting can be
cross-cultural communication minimized if one is aware of the
examines the varying different areas wherein
communication styles of misinterpretation can occur.
different cultural groups. 1. OPENING & CLOSING
2. INTERCULTURAL CONVERSATIONS
- relates to interactions among - Cultural norms dictate who is
people from different cultures. addressed first, how to
- Communication in an address them, and when to do
Intercultural context is very so.
susceptible to - These customs also influence
miscommunication. the order of speaking and
HIGH AND LOW CONTEXT concluding a conversation, and
CULTURES not adhering to them can be
 PURPOSIVE COMMUNICATION: 2ND TERM | BS ACCOUNTANCY

considered rude and factors like religion and

disrespectful. education.
2. TAKING TURNS DURING 6. USING HUMOR
CONVERSATIONS - In Western culture, humor is
- In various cultures, there are an icebreaker to build rapport
distinct norms for interaction. and ease tension. But in some
- Some favor turn-taking, while cultures, humor can be seen as
others prioritize listening disrespectful.
before responding. 7. KNOWING HOW MUCH TO SAY
- Immediate responses can be - The success of communication
viewed differently, with some depends on knowing what and
cultures perceiving them as when to say. Western cultures
confrontational or often prefer direct
disrespectful. communication, while Asian
3. INTERRUPTING cultures tend to use a more
- In some cultures, interruption indirect, less confrontational
during a conversation can be approach.
acceptable especially when it is 8. SEQUENCING ELEMENTS
within the context of the DURING A CONVERSATION
interaction. - Timing matters as much as
- However, in other cultures content and delivery. Speakers
interrupting in the middle of a should carefully choose when to
conversation, regardless of the bring up topics, negotiate, or
point being made, can be seek information. Knowing
viewed as impolite. when to shift the conversation
4. USING SILENCE or ask questions can be
- Silence in communication challenging.
varies by culture. It can convey
thoughtfulness or be seen as CULTURALLY APPROPRIATE TERMS,
indifference or hostility, EXPRESSIONS, AND IMAGES
depending on the context and (SENSITIVITY TO GENDER, RACE,
culture. CLASS, ETC.)
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