PURPOSIVE

C O M M U N I C AT I O N
CHAPTER 1
COMMUNICATION IN THE TWENTY-FIRST
CENTURY
CONTENTS
LESSON 1:
Components of the Communication Process

LESSON 2:
Principles of Effective Communication

LESSON 3:
Ethics in Communication

LESSON 4:
Communication and Globalization

Intended Learning Outcomes

At the end of Module 1, you should be able to:

a. Identify and explain the principles, components and process of communication

and its ethical consideration
b. Elucidate how communication skills help resolve problems and better understand
new concepts
c. Frame a slogan about how the knowledge of the communication process aids
people in communicating effectively
d. Communicate in an ethical Manner
 • Sender – the sender carefully craft the
message. The sender can be anyone, an author
What Is Communication? of a book, a public speaker in a special occasion
an even a traffic enforcer.
Communication is understood to • Message – it is the reason behind any
be the process of making-meaning through a interaction. It is the meaning shared between
channel or a medium, it comes from the Latin the sender and the receiver. Message may take
word communicares, meaning to share or to forms, they could mean poems, songs, essays,
make ideas common. news articles, road signs and even symbols.

Studying communication enables • Channel – it is the means by which a message

us to have a good grasp of this unavoidable is conveyed. When we answer a phone call, the
human activity and hopefully make us good and phone is the channel. On the other hand, when
responsible participants. It means we should your parents receive a notification of your
established and achieved a common absences from school, the channel is a letter. It
understanding between the sender and receiver is the responsibility of both sender and receiver
of the message resulting in a successful to choose the best channel for the interaction.
communication. • Receiver – the person who receives the
transmitted message. The speaker may be a
• What then is purposive communication? part of an audience in a public speaking event, a
Purposive communication is reader of a letter or a driver who reads road
an intentional communication that happens sign. As a receiver, you are expected to listen or
within the bounds of specific contexts. Contexts read carefully to be aware for you to provide
includes the setting or the environment (family, responses and ask questions or clarifications.
school, workplace, religious communities) social • Feedback – in any communication scenario, a
relationship (friends, husband and wife, parent feedback is essential to confirm recipient
and child, colleague/boss-subordinate in the understanding. Feedbacks, like messages are
office) scenes which include place, time and expressed in varied forms. A simple nod for a
occasion (business, meeting, job interview, social question of verification is considered a
gathering, parties, wedding, etc.) and culture feedback.
(history, traditions, beliefs, norms, and values)
• Environment – the place, the feeling, the
Contexts are vital considerations in mood, the mindset and the condition of both
our communication acts since they affect the sender and receiver are called the environment.
process of sending and receiving of messages; It involves the physical set-up of a location
semantics or meanings; the choice o channels, where communication takes place.
words and methods of delivery. Communication • Context – context involves the expectation of
therefore must be suitable to the specific context, the sender and the receiver and the common or
hence should be intentional or purposive. shared understanding through the
environmental signals.
• Interferences - it is also known as the barrier
Components of the or the block that prevents effective
Communication Process communication.
1. Sender a. Physiological barriers are thoughts that
2. Message hamper the message to be interpreted correctly
by the receiver.
3. Channel
b. Physical barriers include competing stimulus,
4. Receiver weather and climate, health and ignorance on
5. Feedback the medium
6. Environment c. Mechanical barriers are those raised by
channels employed for the interpersonal,
7. Context group or mass communication.
8. Interference
 Communication Models

Communication models are the

metaphorical, simplified and systematic
representation of the communication processes
which forms general perspectives on
communication. Osgood-Schramm Model of Communication
Aristotle’s Model of Communication In this model, there is the so-called
The earliest model comes from interpreter, encoding and decoding are not an
Aristotle at around 5 B.C. In this model, Aristotle automatic process but both go through the filter of
explains that speakers should adjust their the interpreter. Therefore, the message may
messages according to their audience and the succeed or may fail, based on the interpreter’s
occasion to achieve a particular effect. It is a appreciation of the message. There are tomes when
speaker centered model as the speaker has the the sender and receiver may apply different
most important role in it. It is the speaker’s role meanings to the same message, and this termed as
to deliver a speech to the audience. The role of “semantic noise”.
the audience is passive, influenced by the speech. On the other hand, his other model
This makes the communication process one way, build the theory about the interpreter into the
from speaker to receiver. different fields of experience of the sender and the
The speaker must organize the receiver.
speech beforehand, according to the target For the message to reach the receiver,
audience and situation (occasion). The speech there must be a common field of experience
must be prepared so that the audience be between the sender and the receiver. Although the
persuaded or influenced from the speech. receiver might not fully appreciate all the nuances
of the message, as there are parts of the sender’s
experience that the receiver has no knowledge of,
the receiver may still understand the core meaning
of the message.

First model;
Shannon-Weaver’s Model of
Communication
This model is known as the
“Mother of All Models”. It was created by Claude
Elwood Shannon and wrote an article entitled “A
Mathematical Theory of Communication” in Bell
System Technical Journal with Warren Weaver.
In this model, there are 3 levels of
problems of communication
• Technical problem - how a channel causes a Second Model;
problem
• Semantic problem - is the meaning of message
sent and received very different.
• Effectiveness problem - how effectively does
the message cause reaction.
 Principles of Effective Communication Ethics
Communication
Communication ethics is the
Michael Osborn (2009) claims that principle governing communication, the right and
communication must meet certain standards for wrong aspects of it, the moral- immoral
effective communication to take place. dimensions relevant to Interpersonal
communication. On the other hand, unethical
• Clarity – clarity makes speeches communication threatens the quality of all
understandable. Fuzzy language is absolutely communication and consequently the well-being
forbidden, as are jargons, cliché expressions, of individuals and the society.
euphemism and doublespeak language.
Thus, the National Communication
• Concreteness – concreteness reduces Association (NCA) suggests that communicators
misunderstanding. Message must be should be committed to following principles of
supported by facts such as research data, ethical communication.
statistics or figures. Abstract words, should be
avoided. • We advocate truthfulness, accuracy, honesty,
and reason as essential to the integrity of
• Courtesy - courtesy builds goodwill. It communication.
involves being polite in terms of approach and
manner of addressing an individual. • We endorse freedom of expression, diversity of
perspective, and tolerance of dissent to achieve
• Correctness – glaring mistakes in grammar the informed and responsible decision making
obscures the meaning of the sentence, Also, fundamental to a civil society.
misuse of language can damage your
credibility. • We strive to understand and respect other
communicators before evaluating and
• Consideration – messages must be geared responding to their messages.
towards the audience. The sender of the
message must consider the recipient’s • We promote access to communication
profession, level of education, race, ethnicity, resources and opportunities as necessary to
hobbies, interests, passions, advocacies, and fulfill human potential and contribute to the
age when drafting or delivering a message. well-being of families, communities, and
society.
• Creativity – creativity in communication
means having the ability to craft interesting • We promote communication climates of caring
messages in terms of sentence structure and and mutual understanding that respect the
word choice. unique needs and characteristics of individual
communicators.
• Conciseness – simplicity and directness help
you to be concise Avoid using lengthy • We condemn communication that degrades
expressions and words that may confuse the individuals and humanity through distortion,
recipient. intimidation, coercion, and violence, and
through the expression of intolerance and
• Cultural Sensitivity – cultural sensitivity hatred.
becomes an important standard for effective
communication, thus we should give emphasis • We are committed to the courageous expression
on empowering diverse cultures, lifestyles, of personal convictions in pursuit of fairness
races, and pursuit for gender equality. and justice.
• Captivating – you must strive to make • We advocate sharing information, opinions,
messages interesting to command more and feelings when facing significant choices
attention and better responses. while also respecting privacy and
confidentiality.
• We accept responsibility for the short- and
long-term consequences for our own
communication and expect the same of others.
 Communication and Local and Global Communication in
Globalization Multicultural Setting
Living in a globalized world, you encounter people
Globalization is a complex concept and with a diverse cultural backgrounds. Such interactions
a single meaning might not be able to capture it’s occur in social, educational, political and commercial
total essence. Also, its definition depends on which settings. Hence, in today’s era of increased global
lens one look at globalization. communication, it is imperative to understand
Globalization is the communication intercultural communication for us to enhance our
and assimilation among individuals, ethnicities, intercultural awareness and competence. Intercultural
races, institutions, governments of various nations competence is essential for us to live harmoniously
supported by technology and compelled by despite our differences in culture.
international trade. Due to globalization, the more we
become exposed to diversity, the valuing of the
uniqueness or differences in gender preference, color, Intercultural Communication – refers to
age, religious affiliation, ethnicity, education, social interaction with people from diverse cultures.
and economic status and political belief. It is very Forms of Intercultural Communication
imperative for us to be aware of the differences
• Interracial Communication – communicating with
between our culture and the rest of the world’s
people from different races
cultures.
• Interethnic Communication – interacting with
How does globalization affect
people of different ethnic origins
communication?
• International Communication – communicating
Communication has since been
between representatives from different nations
increasingly global, blurring national boundaries. The
ability to communicate effectively in global setting • Intercultural Communication interacting with
can be a challenge. Hence, to effectively communicate members of the same ethnic group or co-culture
in a global context, a general understanding of the
differences in conducting communication from one
country to another or from one culture to another Improving Intercultural Communication
helps avoid miscommunication. Competence
People’s background and experiences The following guidelines may help you
influences their view of the world and the values, enhance your ability to communicate effectively across
beliefs and behavior patterns assumed to be good. cultures.
The following are possible cultural barriers to • Recognize the validity and differences of
effective communication in a global environment. communication styles among people
1. Cultural relativism • Learn to eliminate personal biases and prejudices
2. lack of knowledge of other’s culture • Strive to acquire communication skills necessary in
3. Discrimination and harassment a multicultural world
4. Language Differences
Culturally Sensitive and Bias-Free
Language
However, since the goal of effective global
communication is to achieve communication that How important cultural sensitivity is?
gets the desired response leading to harmonious To write or communicate in a culturally sensitive way
connections, Krizan (2014) suggest these strategies to means to be aware that cultural differences and
become and effective global communicator. similarities between people exist and it helps in
academic and professional writing or communication
that should be a bias-free language. Words and
5. Review communication principles phrases should not discriminate against particular
6. Analyze the message receiver groups, whether in terms of race, ethnicity, gender,
social class, age, and disability. The essential part is to
7. Be open to in accepting other culture communicate in a way that is respectful of diversity
8. Learn about culture and apply what is learned
9. Consider language needs
Here are some general principles to follow when
referring to a different groups or categories.
Multimodal Engagement
• Race and Ethnicities – racism is a form of
discrimination against a person or a persons of a
In today’s digital society,
different race. In general, it is best to avoid
communication is mediated using technology. For
identifying people by race or ethnic group. Race is
communication to be more effective, it is imperative to
an emotionally charged topic so it’s best to tread
know how technology works, what purposes it can
carefully with the language used.
serve and how it can be used efficiently and effectively
• Gender and Sexual Orientation – sexism refers to used to achieve specific goals in the communication
the prejudice and discrimination based on sex or process.
gender. To be inclusive of all people in general
In preparing multimedia presentations
references, one should favor gender-neutral words
for various communication purposes, it is important
and phrases over gender biased words. For
to consider the following.
example rather that “man-made” one can say
“manufactured”.  Characteristics of Multimedia Presentations
• Social Class – class discrimination or classism is a 1. Multimedia presentations are visually oriented
form of prejudice against a person or people 2. They allow user to use different modalities such as:
because of their social class. An example of Text, Graphics, Photographs, Audio, Animation
language with a bias against class is the American and video
term “white trash” which is not only a racial slur
but a classist one that refers to white people.  Steps in Making Effective Multimedia Presentations
• Age – ageism is a form of discrimination against 1. Know the purpose of the presentation
other people because of their age, or assuming that 2. Know the audience
older people are less physically, intellectually, or
emotionally able that other age groups. 3. Gather information
4. Use variety of resources such as: textbooks and
digital resources
Therefore, the final take away is that to be an effective
writer or speaker, one must not stereotype, demean 5. Do not forget to cite resources
or exclude any member of his or her audience. Such 6. Organize the information
stereotypes and biases are barriers to
communication. 7. Check technical issues
a. Contrast
- Dark text on light
background
Evaluating Messages
- White text on dark
background
The Power of Nonverbal Cues b. Use only one design and color
Our interpersonal effectiveness scheme
depends on more than words, nonverbal message add throughout the slide
to or detract from our words. In effect, we became the c. Avoid clutter
message, with our nonverbal cues announcing our
state of mind, expectations, and sense of self. Our d. Avoid patterned or textured
entire beings chatter incessantly, revealing what we backgrounds
really feel and think. e. Use large font size (minimum 18pts)
Types of Nonverbal Cues f. Use fonts that are easy to read
• Kinesics – facial expressions, gestures, eye g. Don’t use more than two types of
movement posture, rate of walk fonts
• Paralinguistic – how words are spoken, variation h. Avoid too much text. Don’t use the
on the voice
• Proxemics – how space and distanced are used presentation as your notes
• Haptics – different types of touching i. Use no more than 3 or 4 bullets per
slide.
• Chronemics – using time to communicate
8. Be creative
 Blogging

Blogging has become one of the

effective ways of communicating and networking
among students, professionals, businessman, public
officials, etc. In other words, blogging has become an
indispensable medium of communication. In the same
manner, blogging can be used effectively for academic
purposes. The use of blogs has been an engaging and
effective way to promote writing skills of primary
students, particularly when student peers provide
feedback to the blog.
What is Blog? It is a shortened weblog,
blogs are personal journal websites on which a user
can type an entry and add images, videos, and links to
other websites. Usually, readers of a blog can post
comments.
Effective Ways of Introducing a blog
Remember to:
1. Be short and direct
2. Ask a thought-provoking questions
3. Ask multiple-choice questions
4. Share a shocking fact or statistic
5. Share something personal
6. Withhold a compelling piece of information
7. Refute controversial wisdom
8. Lead with a success story
9. Start with a reader’s question
10. Share a quote.