Speak and

Write
FOR A PURPOSE
(revised: May 2020)

by

Adlai C. Castigador, Ph.D., MAEd, BSE,

BSSW, AB

i
 This book is dedicated to our Lord Almighty,
who has given me the spiritual guidance, inspiration and
great blessings always;

to my parents,
Juan and Paz
who have always guided me;

to Aileen
who I know has always prayed for me;

to my children
Marie Adellaine, Marius Gerard, Anna Monique,
Karl John and Sheila Marie;

and

to a very special inspiration,

to my Precy.

ii
 Philippine Copyright 2020

ISBN No.

All Rights Reserved.

No portion of this book may be reproduced by any means and
by any form without written permission from the Author.

iii
 Table of Contents
Chapter 1 The Essence of Communication 1
The Elements of Communication 2
Ethics of Communication 4
Principles of Communication 8
Implications of Globalization to Communication 9
Ethnocentrism 12
Cultural Relativism 14
Cultural Appreciation 14
Cultural Appropriation 15
Successful Communication in an International
and Intercultural Setting 15
Important Pointers in Communication 16
Chapter 2 Local and Global Communication in Cross 19
/ Multi-cultural Settings
Communication in Cross / Multi-cultural Settings 19
Factors that Affect Cross / Multi-cultural
Communication 20
The Nature and Functions of Verbal and Non-
Verbal Communication in Cross/Multi-cultural
Settings 20
Why do we Need to Engage in Verbal
Communication 21
Techniques in Making Verbal Communication
Productive and Meaningful Verbal
Communication 22
The Elements of Verbal Communication 26
Non-Verbal Communication 27
Gestures in Different Countries 28

Chapter 3 The Elements of Verbal and Non-verbal

Communication in Cross/Multi-cultural
Settings 29

iv
 The Effects of Cultural and Global Issues in 30
Communication
Effects of Cultural and Global Issues in Cross /
Multi-cultural Communication 31
Tips for Successful Cross /Multi-cultural
Communication 32

Chapter 4 Varieties and Registers of Spoken and 37

Written Language
Varieties of Language 38
Meanings 41
47
Chapter 5 Evaluating Messages and Images
Evaluating Images 47
Assessing Messages and Images of Varied Texts
of Different Cultures 50
Evaluating Messages and Images vis-vis
Deceptive Appeals 74
Evaluating Messages and Images in Light of
Miscellaneous Deceptive Appeals 79

Chapter 6 Communication Aids with Strategies in 87

the Use of Technology and Tools
Sign Language 87
Communication Strategies Using Tools of
Technology 90
Tips in Preparing Power Point Presentations 90
Web-based Application 96
Blogging 96
Multi-modal Text 97
Benefits of using Multi-modal Texts 98

Chapter 7 Types of Speeches and Public Speaking 101

Types of Speeches 102
Pointers in Delivering a Speech 102
Ten Keys to Writing a Speech 103
v
Chapter 8 Public Speaking 113

Preparatory Stage 113

Preparing your Audio-Visual Aids 116
Your Speech 117
125
Chapter 9 Communication for Work Purposes
General Categories of Office Communication 126
Other Strategies of Communication in the
Workplace 127
Improving Communication in the Workplace 128

131
Chapter 10 Communication Materials in the Workplace
Inter-Office Memorandum 134

141
Chapter 11 Writing a Research Paper
Definition of Research 143
The Values of Research 146
Two General Types of Research Studies 151
Field Research 152
Different Types of Research Papers 153
The Process of Writing a Research Paper 155
Technology: A Boon or Bane 159
Time-Saving Tips to Do Research 171
Suggestions to Make Writing Easy 174
How to Quote Sources, Summarize or Paraphrase 175
How to Cite Quotations 176
Summarizing and Paraphrasing 177
Documentation Style 177
Elements of Research Proposal 186
Research Proposal Outline 194
Credits 196
vi
 CHAPTER ONE
The Essence of Communication
What if man is not endowed with communication skills?

Will humans be able to gain knowledge?

Will man be able to control and manipulate his

environment?

Will the “homo sapiens” be considered the superior race?

Perhaps the resounding answer is NO!

It is believed that knowledge is synonymous with power;

but knowledge could only be transmitted through
communication. Without communication, it is impossible
to transmit knowledge. Without communication, man
could not get knowledge. Without knowledge, man will be
rendered inutile.

Communication thus, seemed to be as vital as the air we

breathe, the food we eat and the water we drink.
Communication means survival of the human race.

Communication is the “sine qua non” of knowledge.

If one wants to learn, he has to communicate. If one

wants to succeed, then he must be a good
communicator.

But how does one become a good communicator?

That question leads us to the need to understand the

dynamics of communication.

The Elements of Communication

1
Communication is composed of five elements: 1) the
sender, 2) the message, 3) the channel, 4) the receiver
and 5) feedback.

1. The sender

The sender is the first element of communication, the

origin of the communication. The contribution of the
sender to the success of communication is vital, in that
he/she is the source of the message. A good “sender”
should be effective in formulating his/her message,
whether this be in verbal form (spoken) or non verbal
form (written, signals, body movements). A good “sender”
should be able to know and understand the channel in
which he/she could send the message through. A good
“sender” should be able to study the channel by which
he/she could use to send the message. A good “sender”
should know and understand the receiver of his/her
message.

2. The message

What are the characteristics of a good message? A good

message should be clear for it to be easily understood. It
should be specific - - meaning it should be definite and
distinctive. A definite or distinctive message is one that is
very clear and free from any doubt.

3. The channel

What are the qualities of a good channel? A good channel

is one, which could transmit the message clearly,
faithfully and efficiently. The channel should be able to
transmit the message exactly/accurately - - neither less
nor more.

4. The receiver

2
What are the attributes of a good receiver? A good
receiver is someone who is a good listener, who could
comprehend the message accurately, thus one who is
free from any emotional or psychological baggage that
could affect his/her perception, appreciation and the
accuracy of the message.

5. The feedback

Feedback is the response to the message given by the

receiver. What are the qualities of a good feedback? A
good feedback is given on time, i.e., as quickly as
possible after the message has been received. Feedback
should not only be timely, it should also be responsible,
meaning, the person giving the feedback should be
accountable/answerable to give his/her response
accurately and on time.

https://pressbooks.bccampus.ca/professionalcomms/chapter/1-
2-elements-in-communication/ (retrieved May 7, 2019)

Exercise

3
 1. Drawing from what you have learned from the
elements of communication, get a seatmate as
your partner.

2. Then each one of you recall and discuss a very

interesting conversation experience you had with
a friend.

3. Recall how the conversation started, how it

progressed and how it ended.

4. Then, prepare a flow chart or framework to

illustrate the flow of communication from you as
the sender, to your friend as the receiver, and
back to you as feedback. Please be ready to
present this in class.

The Ethics of Communication

Successful communication requires certain ethical rules

for a communicator to follow. Andrew Button
(https://biz.fluent.cpm/info, retrieved February 20,
2018) suggests four basic rules to observe:

1. honesty

2. openness to other views

3. commitment, and

4. consensus building

1. Honesty. This quality is very important for

communication to succeed. Webster defines
honesty as the act, quality, or condition of being
truthful.

Perhaps there may be instances when a person

may be forced to lie, as in misleading an enemy in
a war, who is asking important information about
4
 the whereabouts of friendly forces. Button opines
that honesty is more than just not lying, it is being
open and offering whatever information you have,
even if it puts your own short-term interests at
stake.

When a foreign TV newscaster reported about the

lack of government services in a city, which was
devastated by a typhoon, he placed his welfare at
risk, and was, in fact ostracized for his report.
Honesty in communication is essential because it
is equated with trust. Trust in communication can
only thrive in an atmosphere of honesty.

2. Openness to other views. Your willingness to be

open to views, which differ or even run against
your ideas, is one crucial factor for
communication to succeed.

An environment where people are not free to

express their ideas, especially if these may be
unpopular, is not an ethical environment. The free
flow of communication is vital to the welfare and
development of an organization, and of the
country for that matter.

3. Commitment. Webster presents an interesting

definition of commitment, i.e., being bound
emotionally/intellectually to a course of action or
to another person. Commitment is a promise or
agreement to do something. It is also a state of
being pledged or engaged.

In communication one is bound by a number of

commitments or promises: to be honest or
truthful, to be sincere in what you say or write.
Thus, “fake” news is a big NO in communication.

4. Build consensus. Consensus is a general

agreement among the members of a given group or
5
 community, each of which exercises some
discretion in decision-making.

The story of the buffaloes and the tiger, gives us a

clear example of the benefit of consensus. When
the buffaloes were united against the tiger, which
attacked them frequently, the tiger was no match
to the strong team of buffaloes, thus did not
succeed in eating them.

But one day, the buffaloes fought against each

other and became dis-united, thus they were
easily defeated by the tiger, and was eaten one
after the other. Ethical communication should
lead to consensus.

Communication should promote unity. Hence, it is

the responsibility or must be the commitment of
the sender of the communication to ensure that
his message would promote agreement
(consensus), harmony and unity.

Exercise

Working with a classmate, discuss a hot political issue in

the country today in ten minutes. Present your views
about the issue, one after the other, i.e., five minutes
each. Thereafter, agree on a solution to the issue.

Then, using the scorecard below, and a rating scale, of 1

to 5, with 5 as the highest, assess and score each other
in terms of the ethics of communication you observe with
that classmate of yours. Be sure to justify/explain to
each other the rating you gave. Then, from the
assessment you did, suggest to your classmate ways of
improving his/her way of communication.
Name of rater:
Person being rated
Ethics of Rating Justification/explanation
6
 communication

1. honesty

2. openness to
other views

3. commitment

4. build
consensus

Average

1.

Suggestions for
improvement to 2.
your classmate:

3.

Principles of Communication
To be effective, a communicator should be able to use
some fundamental assumptions or rules. These
assumptions or rules are called principles. At least five
basic principles could be utilized to make communication
successful:
1. Relevance. An important consideration in sending
your message is the value or relevance of your
message to your receiver. Thus, foremost, a
7
 speaker or a writer should ask him/herself the
following questions: what is the value of my
message to my receiver? Will my message appeal
to the interest of my receiver? Will my message
add value to my receiver or to the company of my
receiver?

2. Be positive. Formulate your message with an

open and positive attitude. It is an accepted rule
in physics that an action requires an equal
amount of reaction. It is believed that if a speaker
or a writer has a positive attitude then his
message would be received positively by the
audience/reader.

3. Choose the best medium. An equally important

principle in communication is the medium, the
means that a speaker or a writer use, as channel
of communication.

It is advisable that the speaker or the writer utilize

effective communication systems to drive through
the message. Nowadays, it is said that the
attention span of people is shorter, thus the need
to maximize their attention to drive through your
message. Gone are the days when the longer your
speech or your letter, the more impressive it is.

Because of the short attention span of people, the

speaker or the writer has to make use of tools,
which could catch their attention. So a speaker or
writer must be able to maximize the use of audio-
visual presentations, charts and graphs.

4. Study your audience. It is a must that a speaker

or writer knows the audience or reader. Thus, the
speaker or writer should study the socio-economic
profile, the interests, and the aspirations of
his/her audience/reader; more importantly, what
appeals to them. If your audience/reader is

8
 politically inclined, then talk of something related
to current political issues.

5. Be enthusiastic. Enthusiasm is a very important

quality of a speaker or writer. Enthusiasm is
defined as divine inspiration or frenzy. Simply said
enthusiasm is the intensity of feeling, excitement
interest or eagerness.

6. Maintain an intense focus. To be effective, a

speaker or writer should be fired with intense
feeling or be passionate. Webster believes that the
sender of the communication should be given to a
strong feeling, sometimes even romantic and/or
sexual.

Implications of Globalization to Communication

Communication competence is one factor in the success

of an individual, including success in business. However,
globalization has created a big impact in dramatic ways
on the way people communicate. Part of this global
development is the advent of the fourth industrial
revolution (4IR), which brought about massive
developments in information technology, including
artificial intelligence.

Nowadays, one needs not fly to other countries to

conduct meetings. It is now possible to do
teleconferencing. Moreover, one can communicate via
email, skype, viber, facebook, instagram, and twitter, etc.
and study via learning management systems.
These developments also entail changes in the way we
communicate, although the same ethical considerations
and principles would hold true.

Virtual Interactions
Because of globalization, virtual communication has
become in vogue, thus has accelerated the flow of
9
communication in exponential terms. Around ten or so
years ago, one has to make an overseas call to
communicate with a friend or relative in a foreign
country. Nowadays, through the use of the internet and
modern gadgets, communicating to any part of the world
has become as easy as the click of a finger.

Information Highway
The channel of communication has become doubly
efficient brought about by the availability of numerous
service providers offering internet, cable TV and mobile
telephone facilities.

Business Transactions
The speed and efficiency of communication entails new
approaches to transact business around the globe.
Travelling to another country to transact business could
be forgone in lieu of internet facilities and mobile
services, a number of them for free.

One can do teleconferencing with a business partner

abroad, without spending much for travel expenses.
Thus, promotions, marketing and selling products across
the globe has become easy and very quick because of
virtual communication. Moreover, because of the
availability of quick communication facilities, information
flow has been significantly facilitated and decision-
making has become faster.
Social Media Power

One effect of globalization is the prevalence of social

media networks, resulting in social awareness of people
in a global sense. The advent of advanced
communication technology promoted the “massification”
of information, views, research studies, opinions, and
prototypes. Where before society is fragmented because
of geographic separation, now a global society has
become a reality, courtesy of social media.
10
Consequently, the political, economic and social impact
of this communication revolution could only be
unimaginable because the world has virtually shrunk
like an apple, due to the speed by which communication
could be transmitted.
Exercise

Think of the favorite social media you use, then recalling

the ethics and principles of communication, what ethics
and principles do you think you should consider or not
consider? Explain why you should consider or not
consider the ethics and principles.

Type of social Ethics to apply Principles to

media apply

1. e mail

2. facebook

3. twitter

4. skype

5. instagram

6. viber

Ethnocentrism
The Webster Third International Dictionary defines
ethnocentrism as a habitual disposition to judge foreign

11
peoples or groups by the standards and practices of one’s
own culture or ethnic group. It is a belief that one’s own
practice is the proper way of life. People from another
country tend to judge those coming from other countries,
based on their standards, cultural practices, values and
beliefs thus, the tendency to look down upon the culture
of other peoples, resulting in inaccurate assumptions.
Thus, those who have not been exposed to other
cultures, may have the tendency to impose his/her own
beliefs, find it challenging to relate with other people
belonging to another culture and result in a gap in the
relationship.

Ethnocentrism could be a source of bias or prejudice that

may hence affect relationship and communication in an
intercultural setting. To illustrate, negative pre-judgment
and dislike of food from other countries is an example of
ethnocentrism. For instance, the Indo-Chinese people
love to eat raw vegetables, which for Filipinos may be a
practice that would not be too welcome.

What are the possible effects of ethnocentrism to

intercultural and global communication?
1. Bias – is the inclination, predisposition or
partiality towards something. Bias connotes a
favorable impression towards a culture or belief.
Thus, the effect of bias in a relationship or
communication situation is something positive.
2. Prejudice – is the opposite of bias. Prejudice is
defined as an adverse judgment or opinion formed
beforehand, without knowledge of the facts. The
effect of prejudice to communication is negative, in
the sense that a person may have an adverse pre-
judgment of another person coming from another
culture, thus could hinder intercultural
understanding and communication.
3. Discrimination – is the unfair treatment of a
person or group as a consequence of an adverse
judgment or opinion of a culture.
12
 4. Loyalty – ethnocentrism can cement loyalty within
the same social grouping or people belonging to
the same society. For instance the world football
games had strengthened loyalty among the
competing countries, since the tendency is for
people to support their own team.
5. Miscommunication – communication is affected by
either bias or prejudice, positive or negative. Bias
for another culture could create a positive
impression, thus facilitate better communication.
On the other hand, pre-judgment of one culture
brought about by prejudice could lead to
misunderstanding.
6. Division – unity could not be achieved among
different cultures under a situation where
prejudice abounds. If people have adverse
assumptions about foreign peoples or groups, this
could adversely affect communication and thus
lead to division, or even worse to conflict or at the
extreme, war.

Cultural Relativism

The concept of cultural relativism implies that a person’s

beliefs and practices should be perceived by others, in
the context of his culture. This also means not judging
the culture of other people that are not the same as
yours. Similarly, we should appreciate the cultural
practices of other societies in the context of their culture.
For instance the Filipino food “balut” may be disgusting
for other cultures but one would learn to appreciate it by
knowing the nutritional value of the “balut”. Thus,
understanding fully one’s beliefs and practices would
require a study of his/her culture. A related situation is
the issue of whale catching. While many countries and
worldwide organizations forbid the catching of whales,
other countries engaged in the practice would not find
this acceptable, since it has been a part of their culture
for generations to catch whales. Thus, the question is:
who should set the standards for right or wrong?
13
For cross-cultural communication to succeed, it is
helpful for one to think about the culture of other
countries in such a way that we could appreciate their
practices in light of their beliefs.

Cultural Appreciation

Cultural appreciation happens when a person attempts

to appreciate and study about another culture, for one to
widen his understanding and relate with others in a
cross-cultural setting. Cultural appreciation could
facilitate cross-cultural understanding and
communication.

Cultural Appropriation

Cultural appropriation is taking one component of a

practice belonging to another culture and using it for a
purpose. For instance, buying an ethnic clothing from
the natives of the Mountain Province and using it to
make someone look fashionable, without knowing the
appropriate occasion and its meaning when this clothing
is used may be offensive to the ethnic group. So, the call
for us is: understanding the culture of others and
sensitivity to and consideration of their beliefs and
traditions.

Successful Communication in an International and

Intercultural Setting
The advent of information and communication
technology has made the globe smaller, where it has
become as easy as a flick of a finger to communicate and
interact with people around the world. Thus, political,
social and economic interactions among countries and
peoples had been facilitated - - now called globalization.

14
Consequently, relationship between peoples had been
globalized. Globalization hence, is the word of the day.
Because of that, interaction and communication among
peoples had become frequent and inevitable.
The effect of globalization is internationalization and
inter-culturalization. The question now is: in light of
these developments, how could one be an effective
communicator? The following tips may be worth
considering:
1. global awareness. One should be knowledgeable of
developments and issues obtaining in countries
around the world. We are blessed by information
technology to have global television channels and
media to search information from any part of the
world, thus one should take advantage of this.
2. cultural sensitivity. To be an effective
communicator, we have to know, accept and
respect the culture of our audience/reader.

3. cultural intelligence (CQ) and competence. This

quality relates to the capability of a person to
adjust to and cope with situations in which
differences in cultures and beliefs had been
observed.

4. respect for the cultures and beliefs of others. Our

success in our relationship with others hinges on
our respect for their cultures and beliefs. In other
words, respect begets respect. People will respect
you if they sense that you also respect them. This
applies to communication situations. Respect of
your audience/reader begets respect for you.

5. openness and positive attitude towards others.

The key to a successful relationship is an open
and positive attitude towards others. Start a
conversation by a positive comment and you will
almost certainly get a positive response.

15
Important Pointers in Communication

1. Be ethical. Different countries have distinct

ethical rules to follow in communication. Thus, it
is highly recommended that you make a simple
study of your audience/reader, their culture and
the way they communicate, and the basic rules
they follow.

2. Use standard English terms and sentences. It is

advised that a speaker/writer avoid the use of
esoteric terms, which means words used by
specific professions or groups. Slang and idiomatic
expressions, which are not common to the
audience should be avoided.
3. Use a reasonable pace/speed in speaking. Be
sensitive and considerate of your audience. A
public speaker should avoid delivering a speech
using a conversational speed. Calibrating your
pace according to the reactions of your audience
could help a speaker succeed. It is advised that
you use simple rather than compound and
complex sentences.

4. Keep it short and simple (KISS). So that you can

easily remember this pointer, let us adopt an
acronym: “KISS,” meaning be as simple and as
brief as possible. Researchers believe that the
interest span of a normal audience has shortened.
Thus, the longer your sentences and your
speech/write up for that matter, the less your
chances of succeeding. Shorter words and
sentences are easy to digest and comprehend than
longer words. For instance use “everyone” instead
of the cliché “each and everyone” say “good
morning” instead of a “pleasant good morning”.

5. Be a good listener. One speaker said to his

audience: “I hate people who speak, while I am
interrupting.” This trait is common to a number of
16
 people. Filipinos are said to be not so good
listeners, thus we need to develop our active
listening skills, meaning: imagine what a speaker
is saying; make a picture of the ideas that are
being put across. Ask questions to make sure that
you understood well what the other person is
trying to communicate. Do wait for your turn to
speak, never interrupt. For many cultures
interrupting a speaker is rude.

6. Keep tabs of important details. It is advisable to

write important details, especially complicated
figures or ideas to help your audience understand
your message.

7. Encourage interaction. Interaction is very

important for feedback and successful
communication. Sharpen your questioning
techniques by learning to use open-ended
questions.
Exercise
1. Choose a favorite Asian country. Make a simple
research and prepare a grid based on the following:

1. country
2. common features of people
3. common beliefs
4. common values
2. In the last column of the grid, compare the features of
your country of choice with that of the Philippines. So
your matrix would look like this:

Attributes Country of Philippines

Choice:

1. common
features of
17
 people

2. common
beliefs

3. common
values

CHAPTER TWO
Local and Global Communication in
Cross/Multi-cultural Settings
Communication is culture-bound. Communication is a
reflection of the culture of a society or community. It is
safe to say that communication is developed because of
culture. Hence, communication and culture are two
interdependent concepts. This theory is validated by
Edward Hall, when he observed that communication is
culture and culture is communication. In fact our verbal
and non-verbal communications reflect our culture and
vice-versa. Thus, a word that is spoken carries with it the
culture of that person and his/her society. Our manner
of dressing, our bearing, and our lifestyle, which form
part of our communication systems reveal so much
about our culture.

Communication in Cross/Multi-cultural Settings

Intercultural communication is interaction and

communication among persons and communities with
varied cultural backgrounds. Communication is a
process of interaction among persons that is complex.
This entails verbal and non-verbal relationships among
persons and even assumptions that are commonly
agreed among them. Because of the complexity of the
18
communication process, miscommunication and
problems may arise, as a result. To facilitate
communication among persons, understanding and
acceptance of the cultures of parties involved in the
communication process is necessary. Appreciation and
understanding of the cultures of the parties involved in
the communication process, which influence their
behaviors and thinking process manifested through
words, symbols and pictures are required for both
parties, to fully understand and interact with each other
effectively.
Factors that Affect Cross/Multi-cultural
Communication

The following elements determine the outcomes of

cross/multi-cultural communication:

1. inability to understand one’s culture, values and

beliefs – the lack of understanding of the culture
of the persons involved in the communication
process affects the interaction among them.

2. lack of acceptance of the culture of a person/

attitude – inability to accept the culture of the
person you are interacting with, adversely results
in poor communication.

3. prejudice/bias – some people tend to think

superior of themselves over other cultures, hence
have the tendency to pre-judge others, hence
hamper communication.

4. lack of education/limited exposure – people who

lack education do not have the appropriate
information about other cultures, thereby
affecting interaction and communication.

5. language barrier – inability to speak a common

language, obviously hampers understanding and
communication.

19
The Nature and Functions of Verbal and Non-verbal
Communication in Cross/Multi-cultural Settings

Verbal communication is a way of interacting using oral

language. Verbal communication may be the quickest
and most efficient way to communicate. However,
caution should be taken and sensitivity should be
applied in the use of words, which may vary in meaning
from culture to culture. For a Cebuano, “sabot” means to
understand, but may be obscene to an Ilongo. “Kabatete”
in Ilocano is a vegetable but the sound of the word is
quite offensive for the Tagalogs.
The use of esoteric words, which are used and
understood only by a chosen few or an enlightened inner
circle could also affect communication, thus should be
avoided. For instance, words that are used in the
engineering circle may not be understandable to other
audiences/people coming a different discipline.

Why do we need to engage in verbal communication?

Some people are just too introvert and self-centered to

spend some of their time for meaningful and precious
conversations. However, much as some would be too shy
to avoid conversations, we are humans and social
creatures, thus we need to interact - - with our family
members, with our neighbors, with our friends, with
classmates and with others! No man is an island and
nobody lives by himself and for himself. We live with
others, for a purpose and for a reason.

It is believed that any situation is a learning opportunity.

A conversation is a powerful tool to learn. You learn from
intelligent people you interact with, and believe me - -
much like learning from reading a book. How to start and
maintain a conversation, however, requires some
techniques.

Starting a conversation is a big challenge for a number of

reasons. First, many of us have some kind of fear the
20
first time we meet people. We fear that people might
judge us; we fear that we might look ridiculous to some
people; we fear that we might not be received positively
by others; we fear the unknown outcomes of our
interaction, and a host of other fears. As in any public
speaking situation, this fear is natural; thus, we can
overcome this fear by considering some techniques.

Techniques in Making Verbal Communication

Productive and Meaningful

1. Think of the advantages of conversing with

someone, rather than your fear. Converse with a
purpose: to establish friendship, to explore a
business opportunity, to share brilliant insights,
to learn and for many other reasons.

2. Maintain a positive attitude. A positive attitude

attracts positive reactions. Be enthusiastic and
proactive; start the conversation by saying
something positive about the event, the situation
or the person you are talking to.

3. Be respectful and polite. Respect other people’s

opinion, even if they are contrary to yours. Some
people could be “abrasive” and offensive in their
language; thus, it would be to your advantage not
to reveal your emotions and displeasure.

4. Start the conversation by talking about a hot

topic, a current and relevant issue or a very
interesting topic. You can start by making a
neutral yet stimulating comment like: politics is
starting to be hot, now that some politicians have
started filing their candidacy. Alternatively, you
can start your coversation with useful cliches like:
a comment on the weather, the food or the drinks;
but be sure not to give offensive comments.

5. Allow somebody you are conversing with, to

talk about his/her interests, career and
21
 accomplishments. After all, the list of things that
are of interest to him/her, might also be
interesting to you. So that would be a common
interest that you could pick up and make for a
very good topic of your conversation.

6. Raise interesting questions about the person

you are talking with; but avoid asking too
personal, offensive and sensitive questions that
may intrude into his/her privacy. Asking about
one’s company or career is an effective way of
starting an interesting conversation.

7. Know how to direct and redirect the

conversation to a topic that is meaningful to the
person you are conversing with and to you.

8. Be sensitive of the feelings and situation of the

person you are talking with. A conversation is a
good start for a relationship. Do a very quick study
of the profile of the person you are talking to. If it
is a scheduled meeting, it would be helpful to gain
some information about the person you will meet
from a facebook, a twitter account or from a
Google search. Your simple study could guide you
to the topic you are going to start with.

9. Be sincere. People will feel if you are not truthful

and if you have hidden motives. Know how to
appreciate truly the person you are conversing
with as well as his affiliations and the things
associated with him/her.

10. Know how to listen. “I hate people who are

talking while I’m interrupting.” This statement
indicates the inability of many people to listen and
the tendency to be rude, to interrupt while
someone is talking. Listening is different from
merely hearing the person you are conversing
with. Listening is keeping genuine interest in and

22
 understanding what he/she is talking about.
Paying sincere interest in a person will result in a
friendly conversation and a good start of a
relationship.

11. Know how to end the conversation politely.

Being sensitive with the person you are talking
with could give you a cue to end the conversation.
Thus, you can do a gracious closure by saying the
following:

“It has been nice talking with you, but I’m afraid I
really have to go.”
“I have taken much of your time. It was such an
interesting conversation with you. Thank you for your
time.”
“It was great talking with you. Here’s my business
card, in case you might need to get in touch with me in
the future.”
“It’s getting late, I really have to go. It has been a
pleasure talking with you.”
“It was fun talking with you, but you have to excuse
me. Have a nice day!”

Exercise

1. Study the picture below.

2. Then applying the above suggested tips in conversing,
get a seatmate to converse with, for five minutes.
3. Record your conversation.
4. With your seatmate, replay and listen to your
conversation.
5. Rate yourselves according to the following rating
scale:

23
 Qualitative Verbal
Rating
Equivalent Description
5 Excellent The conversation was very
meaningful and
demonstrated outstanding
level of interaction.

4 Very Good The conversation was very

satisfactorily meaningful
and demonstrated very
high level of interaction.

3 Good The conversation was

satisfactorily meaningful,
and demonstrated high
level of interaction.

2 Fair The conversation was

meaningful, and
demonstrated an average
level of interaction.

1 Needs More practice is needed to

Improve- make the conversation
ment meaningful and to improve
the level of interaction.

6. Finally, do some self-reflection and write a short

critique below to improve your skills in conversing.

_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
24
The Elements of Verbal Communication
1. Variation in speed – the speed of the speaker
affects communication. Filipinos are exposed to
American English, thus the difficulty in
understanding British and Australian speakers,
especially because of their accent and speed.
2. Volume – Be sensitive of your voice in comparison
with the number of people you are talking to and
your distance.
3. Intonation – variations in the rising and falling of
the voice affects the communication process.
Speakers are influenced by the intonation of the
language or dialects they speak, thus the tendency
to apply the same intonation when they
communicate in a cross-cultural setting, hence
affect communication.
4. Gestures – your body language should support
your verbal communication. Try to learn
commonly acceptable and positive body language
to reinforce your verbal communication.
5. Emphasis – a speaker should be able to use
pauses, the proper volume and the right intensity
if you want to point out important ideas.
6. Rhythm – the variation, i.e., strong and weak,
duration and accent of sounds in your speech or
the beat in your speech could facilitate effective
communication.
7. Pitch – the intensity of your voice suggests how
important your ideas are. Thus, your voice should
be varied according to the importance of the ideas
you are putting across.
8. Pausing and phrasing – imagine a speaker who
speaks continuously without any break at all. This
25
 may be boring and tiresome to the listener, hence
affect the communication process. For you to be
effective, you have to pause at certain points of
your conversation. This may be done by observing
proper phrasing of the words, phrases or clauses
that you use.

Non-Verbal Communication
On the other hand, non-verbal communication is an
interaction using non-spoken language. Non-verbal
communication consists of gestures, facial expressions,
actions or even unconscious behavior that may either
reinforce or hamper communication. For communication
to be effective, there should be consistency in the verbal
and non-verbal communication systems. For instance,
you may say you are happy, but if your facial expression
shows that you are not, then it is possible that people
may not believe you. We heard of politicians embracing
and carrying babies while campaigning, purportedly
demonstrating their genuine concern for the masses, yet
manifest facial expression and non-verbal behavior that
contradict their claim. This affects communication and
their ability to convince people of their true intentions.
Gestures are non-verbal cues that help facilitate or
emphasize communication. However, the meaning of
gestures varies from country to country. Thus, knowing
some of these gestures and cultural sensitivity in using
them is important, to ensure effective and successful
cross-cultural communication. For example a thumbs up
gesture may be commonly positive in many countries,
especially in western countries, but considered rude in
Nigeria and very offensive in Japan. The illustrations
presented below, (adopted from
https://prezi.com/ijytlwvviba7/ local-and-global-
communication-in-multicultural-setting, could help in
making you sensitive in a cross/multi-cultural
communication setting.

26
 Gestures in different countries

Perfect Thumbs up Stop The ‘fig’

Commonly – Commonly – Commonly – Turkey, Greece,

everything’s all all OK stop or Tunisia, Holland
right and Australia, Iran enough – obscene
perfect – rude (person, car, Russia – you
France – Nigeria – very action) get nothing
worthless offensive Turkey – You from me
Japan – Japan – fine get nothing Yugoslavia –
money Turkey – from me you can’t have
Germany – political Africa – You it
rude rightist party have 5 Brazil – good
Malta, Greece, fathers! luck
Brazil –
obscene

27
 CHAPTER THREE
The Elements of Verbal and Non-verbal
Communication in Cross/Multi-cultural
Settings
The elements of non-verbal communication
1. Body language – your movement contributes to
communication. Thus, oral communication should
be supported by body movement/gestures that
would reinforce the message. A smile captivates,
hence deliver your message with a smile.
2. Distance – the nearer you are to the person you
are interacting with, the clearer your non-verbal
cues.
3. Touch – artistic and decent use of touch could
reinforce your message. However, a word of
caution, some cultures, especially conservative
ones may be sensitive and may not welcome
touch. For reasons of health and hygiene, it may
not be advisable to touch a person.
4. Eye contact – the eyes are the windows to the
soul. Thus, the sincerity of your message could be
gleaned from your eyes.
5. Pausing – at certain points, a pause may enable
you to emphasize important points of your
message.
6. Bearing – the way you stand and your posture
may reveal your composure. So, the more
confident your posture, the more convincing your
message.
7. Pacing – the pace of a speaker could drive a
message toward uncovering his intentions. A

28
 jittery speaker could create a negative impression
of lack of sincerity.

Exercise

Make a listing of the common non-verbal gestures in

your community/locality, draw this in the space that
follows, then write the meaning of the gestures and
specify when this is used.

Gestures Meaning When is this

used?

The Effects of Cultural and Global Issues in

Communication

Progress in technology has made the world “shrink”. For

instance, in the 16th century, it took Ferdinand Magellan
months to reach the Philippines by boat; whereas today,
generally, one can reach any part of the world by plane in
not more than 24 hours.
29
While 30 or so years ago, you can get in touch with a
relative by phone after minutes of waiting for your cue
from a telephone operator, nowadays you can contact a
friend or business partner in practically no time at all.
Information technology has made communication and
interaction among the peoples of the world quick and
easy.

Economic progress and the corresponding availability of

jobs in first world countries encouraged people to move
from less developed countries to find more rewarding
jobs in more developed countries. Similarly,
transnational corporations employ people from different
countries and assign them in various parts of the globe.

Moreover, man-made and natural disasters such as war,

persecutions, typhoons, tsunami, earthquake, and even
extreme temperatures, necessitated the movement of
people to safer places.

The above global developments and circumstances forced

people to interact and thus communicate in a
cross/multi-cultural setting. Whereas before, people only
communicate with others with similar cultural
background, hence making the communication setting
homogeneous, simpler and easier; today we have to
communicate with people coming from different cultures,
beliefs and traditions. This made communication
heterogeneous and more complex, thus require more
skills in cross/multi-cultural communication.

Effects of Cultural and Global Issues in Cross/Multi-

Cultural Communication

1. better relationship – interaction among different

peoples with different cultures enable them to
study, understand and appreciate the culture of
each other. This leads to more world harmony and
peace.

30
 2. facilitates business and trade – better
communication and interaction among the peoples
of the world promotes business and trading.

3. creates more job opportunities – due to better

relationships among peoples, and businesses that
are developed, more job opportunities are
available.

4. reduces division and enhances inclusion –

harmony that results from understanding and
appreciating each other’s cultures reduces conflict
and promotes inclusive development among
nations.

5. personal development – the net result of the peace,

understanding and harmony and interaction with
peoples of different cultures is the personal
development of individuals and society.

If we acknowledge the positive effects of cross/multi-

cultural communication, then we have to maximize its
use for our benefit. The following suggestions are offered,
for one to benefit from this type of communication.

Tips for Successful Cross/Multi-cultural

Communication

1. be sensitive to the pace of the person you are

communicating with

2. avoid questions that may offend or may be too

personal for the person you are interacting with

3. wait for the person you are talking with to finish

before you respond

4. write down important points

31
 5. show support, especially in cases when you feel
he/she has difficulty in understanding and
articulating ideas

6. at certain points, check for understanding, to

ensure that the other person comprehends your
message

7. avoid the use of slang or esoteric words

8. maintain respect for the culture and sensitivities

of the person you are talking with

Exercise

Get a partner and discuss the following quotation from

Peter Drucker:

“The most important thing in communication is

hearing what isn’t said.”

1. Write down your reactions to the quotation on the

space below this item.

------------------------------------------------------------------
------------------------------------------------------------------
------------------------------------------------------------------
------------------------------------------------------------------
------------------------------------------------------------------
------------------------------------------------------------------

2. Then using your notes, discuss your views about

the quotation with your partner.

3. Be ready to present before your class your views.

Exercise

Study the picture below, what do you think about the

persons? Write down your thoughts below. Imagine that
32
you are going to talk with the persons in the picture,
what approach/es will you use in talking to this person?

http://www.middlesextips.com/sitemenu.aspx?ID=924&P=wanteds
& https://www.hrc.org/blog/hrc-to-honor-academy- award-
winning-actress-anne-hathaway-at-national-dinner
Personality 1 Personality 2
Your thoughts about . . .
Personality 1 Personality 2

Personality 1
Your take about
Approach/es Talking points the outcomes of
your talk

33
Personality 2
Your take about
Approach/es Talking points the outcomes of
your talk

34
35
 CHAPTER FOUR
Varieties and Registers of Spoken and
Written Language
Language register is defined as the appropriateness of
the level and style of speaking and writing. It guides a
speaker or writer in the use of vocabulary, structure and
grammar.

At least three language registers have been identified as

the most common ones:

1. Formal – formal register is the style of writing or

speaking for unfamiliar audience/readers or for
your superiors in an office.

2. Informal – the informal register, otherwise called

casual or intimate is recommended when
writing/speaking to friends and familiar persons.

3. Neutral – this register is the more objective,

impersonal and factual type of writing or speaking.

Formal register is the type of speaking/writing

appropriate for formal speeches, articles, studies,
technical reports, announcements, business letters and
emails for business purposes.

A number of rules govern the use of formal language

register, as follows:

1. Use the third person – the undersigned, instead of

“I”, the reporter, instead of he/she.

2. Avoid contractions – use would not, instead of

won’t, cannot instead of can’t. However, note that
apostrophes are used to show possession, as in
Anna’s law office. On the other hand, an

36
 apostrophe can be used to indicate the plural form
of symbols or numbers, e.g. BMW’s, 7’s, etc.

3. Spell out numbers below one hundred – sixteen,

eight, ninety-five, etc.

4. Use formal words rather than slang and clichés –

examples of slang are: “cool” for very good or
“dough” for money.

5. Acronyms may be used in formal speaking and

writing, but you have to spell it out first and put
the acronym in parentheses, e.g. non-government
organization (NGO), thereafter you may use the
acronym in other parts of your paragraph.

6. Use complete sentences in your write up/speech–

avoid the use of phrases and clauses, in lieu of a
complete sentence.

7. The use of active rather than passive sentences is

preferred. Use “A singer entertained the guests”
instead of “The guests were entertained by a
singer.”

8. Simple sentences rather than compound and

complex sentences, would help make your write
up/speech shorter and easier to understand.

9. Use conjunctions, to indicate transitions or imply

continuity or cause and effect relationship in the
ideas of your sentences. Conjunctions such as
however, nevertheless, similarly, and on the other
hand could help relate or show contrast in the
ideas in your sentences.

Informal language register is used for informal and

friendly letters/speeches for your acquaintances, friends
and family members, thus written in an informal style.
This is the type of writing you adopt for short messaging
system (text messages) friendly letters, personal e-mails,
37
diaries, journals and blogs. Informal writing is the
opposite of formal letters, hence, does not require formal
and strict rules to follow. Here you may use figures of
speech, personal pronouns, symbols, acronyms, slangs
and even incomplete sentences, phrases and clauses.

Finally, the neutral language register is neither formal

nor informal, thus applicable for non-emotional and
factual themes. This style of writing/speaking is usually
seen in articles, technical reports and magazine reviews.

Varieties of Language

The different kinds of English language used around the

world led to varieties in the use of English. The reason
for this is historical: England used English as its native
language for more than 1,000 years. However, eventually
the use of English spread in many parts of the globe like
Canada, U.S.A and Australia because of migration,
employment and economic reasons. Since language is
dynamic and culture-bound, the differences in culture
eventually resulted in changes in the original English
language.

There are at least three main varieties of English: British

English, American English, and Australian English.
However, variety and even sub-varieties had been noted
in other countries where English is used. There may be
varieties in spelling. For instance, color in American
English is colour in British English.

On the other hand, varieties had been observed in

grammar. For instance for British speakers they would
say: “Have you eaten all those fruits?” while for
Americans, they would say: “Did you eat all those fruits?”
This is due to the fact that British English at times use
the present perfect tense of the verb, whereas, American
English would prefer using the past simple tense. More
examples could be seen below of the varieties in
American and British English.

38
British Have you eaten all those Happybee
English: fried chicken?

American Did you eat all those Happybee fried

English: chicken?

British Have you ever watched the TV series,

English: Ang Probinsiyano?

American Did you ever watch the TV series, Ang

English: Probinsiyano?
For tag questions, the following varieties were observed
between British and American English:

British I’ll upload these pictures in my

English: Facebook, will I?

American I’ll upload these pictures in my

English: Facebook, right?
Still, variety in English was noted in the use of
prepositions. For instance the British would say: The
time is 15 minutes past five. For Americans, they would
say: The time is 15 minutes after five.

For adverbs, the following varieties in informal speech

between British and American English had been noted:

In American English, cases in the use of adverbs without

the -ly ending:
American
Tagaytay was real cold last February.
English:

39
 Tagaytay was really cold last
British English:
February.

For vocabulary, varieties of English could be seen mainly

between American English (AmE) and British English
(BrE), the two most prevalent varieties of English:.

Meanings

In some instances variety between British and American

English was seen, such as in the use of the word cab for
Americans while the British uses the word taxi, although
both refer to only one and the same thing.

However, noted were differences in meaning in the use of

the word “quite” . In American English the term “quite” is
used as an intensifier:

He was upset a while ago and that was all right, but now
he’s quite upset so we have to leave!

In British English, however, “quite” is used to lessen the

intensity of the term.

He was upset a while ago, so I was thinking of leaving;

now, he’s still quite upset so I think it’s all right to stay.

Listed below are more differences in variety in the

meaning of words between British and American English.
In the listing, Australian English and New
Zealand English are the same as British English, except
in very few cases.

Road/Traffic
American British Australian New Zealand
English English English English

automobile car

40
cab taxi

detour diversion

divided dual
highway carriageway

expressway motorway

bumper,
fender
mudguard

puncture,
Flat
flat tyre

elevator Lift

eraser rubber

staff
faculty
(university)

sedan saloon car

shoulder Verge

sidewalk pavement

traffic circle roundabout

trailer caravan

windshield windscreen

wreck crash

Nouns
American British Australian New Zealand
41
English English English English

Billfold wallet

coin-purse purse

diaper nappy

pants trousers

pantyhose tights

purse handbag

underpants,
shorts
pants

sneakers trainers

suspenders braces

undershirt vest

zipper zip

American British Australian New Zealand

English English English English

elevator lift

first floor ground floor

42
flashlight torch

garbage rubbish

janitor caretaker

kerosene paraffin kerosene

pitcher jug

potato chips crisps chips

rest room toilet

store shop

stove cooker

vacation holiday
(http://www.really-learn-english.com/language-register.html,
retrieved May 11, 2019)

Exercise
Recall the three language registers, give a brief
description about them, including their use.
Language register Use/function
1. _________________ __________________________________

2. _________________ __________________________________
3. _________________ __________________________________

Exercise

Identify whether the following underlined word is British

English or American English by using the symbols BrE
for British and AmE for American English.

______ 1. The durian was really sweet.

43
______ 2. Seeing the rice terraces was truly amazing.

______ 3. The picnic to Boracay was a real experience.

______ 4. Tibo bought a pair of beautiful trousers.

______ 5. May I use your toilet?

______ 6. The building is tall, so let’s use the lift.

______ 7. Our office janitor is very conscientious in

cleaning our workplace.

______ 8. Please throw your rubbish in the proper waste

can.

______ 9. The plants were arranged beautifully in the

ground floor of the building.

______ 10. To avoid accident, please ensure that your

cooker is properly turned off before leaving
your house.

44
45
 CHAPTER FIVE
Evaluating Messages and Images
Critical evaluation, one of the levels of comprehension
advanced by Benjamin Bloom, requires a thorough
analysis and critical look at information, messages and
images that we get from or use for reading materials,
lectures or presentations, for one to obtain or use
accurate information.

Evaluating Images

Since media messages are developed, they could be

altered or disintegrated. Lately, many fake news and
altered media materials misled people into accepting and
believing them. Thus, media messages and images
should be evaluated to ensure their validity, reliability
and appropriateness. Content and visual analysis could
be applied to messages and images, using a checklist, as
follows: (from Evaluating Media Messages
http://thoughtfullearning.com/inquireHSbook/pg240
Retrieved May 14, 2019)

Sender
1. Who created the message? Was it by a news
organization, a public citizen, or an advertiser?

Message
2. What does the message say (subject, main point,
support)
3. Is the information fair and logical?
4. What points of view are shared in the message?
Which ones are left out?
5. What images or sounds catch my attention?

Medium

46
 6. What type of media is used to deliver the message?
7. What are the strengths and weaknesses of the
media format?

Receiver

8. Who is the target of the message?

9. How might people different from me interpret this
message?

Context

10. What is the purpose of the message?

11. Who controls the transmission of the message?

Exercise

A. Evaluate the following news item according to the

checklist above: sender, message, medium, and context.

Headline from the newspaper “Headlines Today” written

by the editor-in-chief:

“Life in the Philippines has improved by leaps and

bounds!”

47
B. Please write your evaluation below. Then be ready to
share your output to your classmates.

1. Sender:

2. Message:

3. Medium:

4. Receiver:

5. Context:

48
Assessing Messages and Images of Varied Texts of
Different Cultures
To assess radio, television and printed advertisements, a
logical framework may be used (adopted from
https://beaspeaker.wordpress.com/2019/01/03/folio-
4evaluating-messages-and-or-images-of-different-types-
of-texts-reflecting-different-cultures/, retrieved May 24,
2019). A sample of the assessment could be seen below:

Television Commercial: BREEZE

Guide
Questions for
Key Concepts Assessment
Media Text
Analysis
1. The message
is
“constructed”
effectively.
1. What is the 1. The text
message of conveys that
the text? Breeze is the
best detergent
powder
to remove
stains
from clothes.
49
 They claim that
no matter how
thick the stain
is, it is easily
removed
through the use
of Breeze, since
it claims that it
has a power
of ten hands.

2. How 2. According to
effectively the
does it advertisement,
represent it is effective for
reality? removing stains
from mud,
orange juice,
mango juice,
strawberry cake
and even motor
oil. However, it
can’t be said
that it is truly
effective, since I
haven’t used it.

3. How is the 3. The message

message was
constructed? constructed
based on the
concept of the
product, on the
ingredients
used and how
effective they
were.

50
 2. The media
embedded
values and
points of
view.
1. What 1. The
lifestyles, advertisement
values and was presented
points of creatively by
view are highlighting
represente the value of
d in the kindness,
text? respect and
being helpful.

2. Who or 2. The ad failed

what is to state the
missing? level of comfort
and kind of
service the
product can
offer for the
customers.

3. The messages
are
unambiguous
and clear.

1. What 1. From this TV

message do commercial, I
you perceive perceive that in
from the advertising we
text? can show the
positive values
of the Filipino
and encourage
viewers to buy
the product.

2. How might 2. The viewers

51
 others might take
understand seriously the
it differently? statement that if
Why? the product is
not effective
after one wash,
the company will
give back their
money.
4. The media
have
commercial,
ideological or
political
interest.
1. What is the 1. The purpose of
purpose of the
the text? advertisement is
to encourage the
audience to buy
and use the
product.
2. Who is the 2. The target of this
target advertisement
audience of are customers,
the text? especially
parents and
individuals who
wash their
clothes.
3. Who might 3. Persons who
be dis- have sensitive
advantaged? skin, since the
ads did not
mention that it
is not harmful
for those who
have sensitive
skin.
4. Who created 4. The
the text and advertisement
52
 why? was created by
the company as
television
commercial.
5. Media
messages are
constructed
using a
creative
language
having its own
rules.
1. What 1. The company
techniques used a concrete
are used and tag line that can
why? catch the
attention of the
readers. The
positive
character traits
of the Filipino
were highlighted
and showcased.

2. How effective 2. The techniques

are the used were
techniques effective because
in the tagline
supporting “lakas ng
the sampung
messages or kamay” leave a
themes of mark to the
the text? viewers.

3. What are 3. Aside from TV

other ways of commercials the
presenting product can also
53
 the be advertised in
message? magazines,
newspapers and
radio to reach
more customers.

Radio Commercial: UNILAB

Guide Questions
Key Concepts for Media Assessment
Text Analysis
1. The message
is
“constructed”
effectively.
1. What is the 1. The text
message of the conveys that
text? UNILAB offers
trusted quality
medicines.
Most of the
medicines for
children and
the family are
available.

2. How effectively 2. According to

does it the
represent advertisement
reality? it is a
54
 “Trusted
Quality Health
Care”
company,
which may be
true because
there are
units in the
company to
ensure the
quality of
medicines.

3. How is the 3. The message

message was
constructed? constructed
based on the
products
offered by the
company and
based on the
needs of
children,
family or
consumers.
2. Media have
embedded
values and
point of view.
1. What 1. The
lifestyles, advertisement
values and shows the
points of view importance of
are nurturing
represented one’s health.
in the text?

2. Who or what 2. The

is missing? advertisement
failed to
mention the
affordability of
medicines the
55
 company is
selling and
their distinct
features as
compared to
other
products.
3. The messages
are
unambiguous
and clear.
1. What 1. From this
message do radio
you perceive commercial, I
from the perceive that
text? most of the
medicines and
vitamins are
also available
in UNILAB.

2. How might 2. The listeners

others may not be
understand it encouraged to
differently? buy the
Why? products
because they
don’t have any
idea about the
price of the
products if it
is affordable
or not.

4. Media have
commercial,
ideological or
political
interest.
1. What is the 1. The purpose of
purpose of the
56
 the text? advertisement
is to encourage
the listeners to
choose and
buy the
products and
gain the trust
of consumers
in their quality.

2. Who is the 2. The target

target audience of
audience of this
the text? advertisement
are those who
need medicines
or people who
are already
taking
maintenance
medicines.

3. Who might be 3. The ads did not

dis- specify who
advantaged might be dis-
advantaged.

4. Who created 4. The

the text and advertisement
why? was created by
the company
as radio
commercial.

5. Media
messages are
constructed
using a
creative
language
having its own
57
rules.
1. What 1. The company
techniques used a tagline
are used and that will leave
why? a mark in the
minds of the
listeners.

2. How effective 2. The commercial

are the maybe effective
techniques in for some but
supporting not for all. It is
the messages better if the
or themes of commercial
the text? could be more
creative and
loaded with
information.

3. What are 3. Aside from

other ways of radio
presenting commercial the
the message? company can
also advertise
in magazines,
newspapers
and television
to encourage
more
customers.

58
 Printed Ads: Air Asia Zest

Guide Questions
for Media Text
Key Concepts Assessment
Analysis

1. The message
is
“constructed”
effectively.
1. What is the 1. The text says
message of that Air Asia
the text? is ready to
serve and offer
customers a
great trip for
their
adventure.
The company
offers very low
fare and is
accessible for
booking of
plane tickets.
2. How 2. Maybe the
59
 effectively company
does it really offers
represent the best
reality? service for its
customers. It
is not clear
how effective it
represents
reality since I
didn’t have
experience
riding their
planes.

3. How is the 3. The message

message was
constructed? constructed
based on the
service that
the company
can offer and
how
customers
could access
Air Asia Zest
easily.
2. Media have
embedded
values and
point of view.
1. What 1. The
advertisement
lifestyles,
values and showcases the
points of view passion of
are individuals
who love to
represented
in the text? travel.

2. It failed to
2. Who or what state the level
is missing?
of comfort and
kind of service
it can offer for
60
 the
customers.

3. The messages
are
unambiguous
and clear.
1. What I
1. What
perceive from
message do
the text is that
you perceive
when
from the
customers
text?
choose to ride
Air Asia Zest
they can easily
book their
flight online
and pay
through the
banks stated
in the
advertisement
or pay cash
through
payment
centers.

2. Others may
2. How might
think that the
others
company
understand it
offers all its
differently?
positive
Why?
features when
they choose to
travel Air Asia,
in order to
encourage the
audience.

4. Media have
commercial,
61
 ideological or
political
interest.
1. What is the 1. The purpose
purpose of of the text is
the text? to advertise
and encourage
the travelers
to ride and fly
Air Asia.
2. Who is the
target 2. The target of
audience of this
the text? advertisement
are customers
who are
adventurous
and love to
travel.
3. Who might
be dis- 3. The
advantaged? advertisement
may be dis-
advantageous
to those who
are afraid of
height and to
travel by air.

4. Who created 4. The

the text and advertisement
why? was made by
Air Asia and
printed by
One Mega
Group Inc.

5. Media
messages are
constructed
using a
creative
62
language
having its own
rules.
1. The company
used concrete
1. What
tag line that
techniques
can catch the
are used and
attention of
why?
the readers. It
also applied
creativity in
its graphic
design as well
as used
photos of
places that
would be
covered when
you travel via
Air Asia Zest.

2. The technique
used was
effective since
2. How effective
the print out
are the
of the
techniques in
advertisement
supporting
was simple,
the messages
beautiful and
or themes of
informative.
the text?
3. Aside from the
print out tag
line and
3. What are
images, the
other ways of
company can
presenting
also advertise
the message?
in television
programs or in
the radio to
encourage
more
customers.
63
 Printed Ads: DOVE
Guide
Questions for
Key Concepts Assessment
Media Text
Analysis
1. The message
is
“constructed”
effectively.
1. What is the 1. The text says
message of that in order to
the text? have dry and
flat hair, the
customer must
use this new
Dove Oxygen
and
Nourishment
Shampoo and
Conditioner.

2. How 2. This
effectively advertisement
does it claims that
represent when the
reality? customers apply
this product to
their hair, they
will achieve a
dry flat hair and
64
 nourishment
plus up to 95%
more volume.
However, we
can’t say if it’s
really effective
for every
individual who
will use this,
since we have
different hair
textures and
hair sensitivity.
It might be
effective for
others but may
not be effective
for some. We
can’t achieve
this claim if we
just use this
product once
but we might
see the results if
we continuously
use it.

3. How is the 3. The message

message was
constructed? constructed
based on the
raw materials
used for the
product and
the concept
was based on
the needs and
wants of the
customers.

2. Media have
embedded
65
 values and
point of view.
1. What 1. The
lifestyles, advertisement
values and projects the
points of natural beauty,
view are neatness and
represented the care of
in the text? individuals for
themselves.

2. Who or what 2. What is

is missing? missing is the
cost of the
product, to
show if it is
affordable or
not.
3. The messages
are
unambiguous
and clear.
1. What 1. What I perceive
message do from the text is
you perceive that this
from the product was
text? made for dry
limp hair to
bring out again
its beauty, for
it nourishes
the hair,
restores
smoothness
and adds
volume.
2. How might
others 2. Others may
understand conclude that
it when they use
differently? this product
Why? once, they will
66
 have a healthy,
flat hair with
volume. This is
due to the
attitude that
even if we just
use the
product once,
we expect
better results,
and therefore
we instantly
judge the
product to be
effective.

4. Media have
commercial,
ideological or
political
interest.
1. What is the 1. The purpose of
purpose of the text is to
the text? advertise the
product and
encourage the
readers to buy
and use the
product.

2. Who is the 2. The target

target audience of
audience of this product
the text? are those who
have a thin,
unhealthy, dry
and limp hair.
3. Who might 3. The product
be dis- may be dis-
advantaged? advantageous
for customers
who have
67
 already thick
hair with
volume, so they
don’t want to
make their hair
thicker thus,
won’t be able to
use this
product.
4. Who created 4. The
the text and advertisement
why? was made by
Dove Corp. and
printed out by
Summit Media
and published
in
Cosmopolitan
Philippine
Magazine.
5. Media
messages are
constructed
using a
creative
language
having its own
rules.
1. What 1. The ad used
techniques convincing
are used words and
and why? positive effects
of the product
in order to
encourage
customers. It
also used
creativity when
it comes to the
graphic design
of the printed
advertisement.
68
 2. How 2. The technique
effective are was quite
the effective since
techniques some
in customers love
supporting reading and
the scanning
messages or magazines. The
themes of theme is
the text? appropriate to
the product
being
advertised.

3. What are 3. Aside from the

other ways tag line or text
of used in the
presenting printed
the advertisement,
message? it can also
convey the
message
through an
image or photo.

Exercise
A. A. Choose your favorite television advertisement.
B. Using the framework in assessing messages and texts,
prepare your own assessment of the television
advertisement. Write you answer in the grid below.
C.
Title of TV Advertisement:
Evaluation:
Guide Questions
for Media Your
Key Concepts
Text Analysis Assessment

1. The message is
“constructed”
69
 effectively.
1. What is the
message of
the text?
2. How
effectively
does it
represent
reality?
3. How is the
message
constructed?
2. The media
embedded values
and points of view.
1. What
lifestyles,
values and
points of view
are
represented in
the text?
2. Who or what
is missing?
3. The messages are
unambiguous and
clear.
1. What message
do you
perceive from
the text?

2. How might
others
understand it
differently?
Why?

4. The media have

commercial,
ideological or
70
 political interest.
1. What is the
purpose of
the text?

2. Who is the
target
audience of
the text?

3. Who might
be dis-
advantaged

4. Who created
the text and
why?

5. Media messages
are constructed
using a creative
language having its
own rules.
1. What
techniques
are used and
why?

2. How effective
are the
techniques in
supporting
the messages
or themes of
the text?

71
3. What are
other ways of
presenting
the message?

72
Evaluating Messages and Images vis-à-vis Deceptive
Appeals

At this point, you may have already mastered the

methods in evaluating messages and images. However, at
times, you may fall into the trap of being convinced of the
accuracy and validity of the message and image due to
the use of appeals, which are illogical or improper. Thus,
it would be good to know some of this not-so-appropriate
variety, which is called deceptive appeal. They are also
called fallacies. Deceptive appeal is the technique used in
conviction or persuasion, in which the writer/author
uses incorrect reasoning. So that you can avoid falling
into the pitfall of believing this incorrect writing, it would
be good to study them.
1. Sweeping generalization. This error in reasoning is
committed when a statement puts all members of
a group into a category. An infamous example of
this fallacy is the definition in one dictionary of the
word “Filipina” which was defined as a maid.
This invalid definition stems from the observation
that some Filipinas are employed as maids
abroad. Since a number of Filipinas were seen as
maids, the sweeping and incorrect generalization
is that all Filipinas are therefore maids.
2. Incorrect sampling. When some people concluded
that many Filipinos want an amendment of the
constitution based on the opinion of mayors and
barangay captains, there is an obvious flaw in this
conclusion, since the sample was taken only from
one sector of society. Deanne Milan observes, that
for a sample to be valid, the number of people who
should be interviewed should be large enough and
that the sample should be taken from a cross
section of the general population, considering the
geographic area, income, ethnicity, religion and
educational level.

73
3. Argumentum ad hominem. This invalid reasoning
happens when an argument assails the character
of a person instead of the beliefs he stands for.
Asserting that poor people should not be believed
because they are needy is a classic example of this
incorrect reasoning.
4. Argumentum ad baculum. The term literally
means argument using a stick. This error in
reasoning arises when one uses force instead of
reason to win an argument. This is common
among Filipino parents who would threaten to
spank a child instead of explaining a wrongdoing.
5. Begging the question. When a statement assumes
that an argument has been proven but it actually
was not, the fallacy of begging the question is
committed. The opinion that we cannot question
the decision of the judge who was given the
constitutional power to try and decide commits
this erroneous reasoning.
6. Either or fallacy. This incorrect reasoning is also
called false dilemma. When a writer or speaker
sees a complicated issue from the point of view of
only two choices but forgetting other possibilities,
the either or fallacy arises. For instance, the claim
that all government officials are either corrupt or
immoral is an erroneous reasoning, because other
possibilities were not considered like many of
these officials may really be honest and upright.
7. False analogy. An analogy is a comparison of two
things that are unlike, except for one feature. A
false analogy is committed when the resemblance
between two things that are compared is vague or
unclear or when there is no resemblance at all. A
teacher told a student who requested for a removal
test because she failed the examination that if she
undergoes an x-ray, which is also a test, and the
results proved that she has tuberculosis, then a
re-examination would not change the results at
74
 all. A false analogy is committed in reasoning,
because the analogy between a classroom test and
an x-ray is not clear.
8. False cause. This false reasoning arises from an
error in the cause and effect relationship. For
instance, in the 1992 U.S. presidential elections
debate, George Bush claimed credit for ending the
tension between the U.S. and Russia, Bill Clinton
responded: “Mr. Bush’s taking credit for ending
the cold war between the U.S. and Russia is like
the rooster’s taking credit for the dawn”.

9. Over-simplification. If a writer claims “corruption

among the police can be stopped by increasing
their salary,” don’t be misled by the claim,
because corruption is caused by many other
factors, not only the low salary. Hence, it is an
over-simplification to look at the problem of
corruption, which is definitely complex, from one
angle, i.e., salary.
10. Non sequitur. This erroneous reasoning is
committed when the conclusion does not
reasonably follow from the arguments. Writing for
example that students study their lessons,
teachers teach, therefore computer programmers
prepare software or computer programs are
arguments that are not related thus could not be
valid bases for concluding that computer
programmers prepare software or computer
programs.
11. Post ergo propter hoc. This error in reasoning
results when a conclusion is drawn from a cause
and effect relationship that is purely coincidental.
For instance, when one says he had a bad
morning because a black cat crossed his way, an
error in reasoning arises because there is no
scientific proof that a black cat causes bad luck.
In fact, some people would love black cats as their
pet. It was purely a coincidence that the bad
75
 experience happened when a black cat crossed
one’s way.

12. Fallacy of reduction. This faulty writing is similar

to the previous fallacy, post ergo propter hoc,
because it identifies one reason for a problem but
does not consider other possible causes. For
example in the statement: “he became successful
because of good luck”, good luck certainly is one
factor for success but there may be other reasons
not the least of them is prayer, hard work and
others.

13. Slippery slope. As the phrase connotes, this

defective writing arises when one conclusion is
deemed to have “slipped down the slope” thus, the
situation has gone out of control. The assertion
that legalizing “jueteng” will lead to more vices
may certainly be true, but is a classic example of
an argument that commits this error.

14. Two wrongs make a right. This manipulative

technique in writing is often used to justify a
wrong doing just because a similar wrongdoing
was committed. This false reasoning is seen in
statements like: “I will enrich myself through
corruption since my colleagues are also doing it
anyway”.

15. Argumentum ad populum. This erroneous writing

makes use of an appeal to popular prejudices
rather than an appeal to reason. Claiming for
instance that Mr. Gleam is the best toothpaste
because it has been endorsed by many dentists, is
an example of this fallacy.

16. Argumentum ad miserecordiam. This technique

appeals to pity. It ignores the point at issue, but
instead appeals to our emotion to have pity on the
unfortunate. To justify one’s act of stealing from

76
 someone because the robber’s family is miserable,
commits this erroneous reasoning.

17. Ignoratio elenchi. The term means ignorance of the

argument. E.P. Corbett (Classical Rhetoric p. 79)
calls this the “Red Herring” referring to the act of
dragging the herring across a track to mislead the
hunting dogs from tracing or following their prey.
This faulty reasoning is characterized by diverting
an issue to a side issue, to win an argument. For
instance, a government official who was alleged to
have enriched himself from illegal activities
demanded, “let’s investigate the bank accounts of
all government officials”, to divert the attention of
people away from the real issue.

18. The complex question. This mode of erroneous

reasoning arises when one asks a complex
question - - a loaded question which essentially is
composed of two issues. For example, a lawyer
may ask: “Why did you kill the man?” The
question assumes that the accused really killed
the man. If the accused answers the question
directly, then he falls into the trap and is
considered guilty. Thus, since there are actually
two questions loaded into one complex question
i.e., “Did you kill the man?” and “Why did you kill
him?” The first question should be answered first
before the second.

Evaluating Messages and Images in Light of

Miscellaneous Deceptive Appeals
Some messages and images could be manipulative
and misleading that we could readily believe them. For
instance, because of the convincing way fake news had
been presented, many people had been misled. Thus, one
77
should know manipulative or erroneous appeals, to
evaluate effectively messages and images and avoid being
manipulated and misled.

Deanne Milan, enumerated some of the most

commonly used manipulative techniques employed by
writers.
1. Use of authority. This manipulative technique,
common in advertisements, uses popular people
like movie stars and celebrities in endorsing
products. The manipulation occurs when they
speak in favor of a product as if they are
authorities in the field. As a writer, it would be
wise to avoid this strategy, first because these
celebrities are not really knowledgeable about the
subject, and second they are beholden to the
product because they are paid to endorse it. On
the other hand, as a reader, being aware of this
technique could enable one to avoid being
manipulated by unscrupulous writers.
2. Bias. Favoring one side over another is the
essence of bias. A number of writers commit this
error when they write positive things in favor of a
person/group in relation to a controversial issue.
Claiming that the decision to offer our bases to the
U.S. is disadvantageous for us, without
considering its advantages, is a statement tainted
with bias. As a reader, applying critical thinking
would enable one to avoid believing easily a
message with bias.
3. Lying with the facts. This term for a manipulative
technique which originated from Phil Trounstine of
the San Jose Mercury News, means releasing a
series of statements, each of which is arguably
true, but taken as a whole constitutes a lie.
4. Misleading statistics. The use of statistics can
mislead readers. Thus, statistics should be treated
with care because some writers may be tempted to
78
 use them to misled the readers. The claim that our
growth rate is following an upward trend is
heartwarming news. However, what these
statistics mean in real terms, in the context of the
number of unemployed and underemployed,
number of squatters living in subhuman
conditions, leave much to be desired.
5. Linking. A MacDonald (The Macmillan College
Workbook p. 326) notes that this manipulative
technique is committed when one links a popular
person with an issue, without presenting the clear
connection between the person and the issue. This
faulty reasoning is common in advertisements
showing a product that even celebrities would use.

Writing exercise

Group Work. Get a partner then study the following

statements or illustrations. Determine and discuss what
kind of deceptive appeal is used. Write a justification for
your answer.

1. He became rich because he

opened his business on the date
of his lucky number.

79
2. I’m going to plant this tree. All
my neighbors will also plant
trees if they see me doing this.

3. He is a politician; whatever he
says is doubtful.

4. I use open up toothpaste; after

all, it has been endorsed by a
handsome actor-celebrity.

80
5. Sun bathing is good for the health. It can really burn-
out all the fats in my body.

6. An aeta wears a g-string;

therefore, all Filipinos wear
g-strings.

7. An examination is just
like mountain climbing.
You think it’s so
impossible; but when you
get to the top you feel so
good about it.

8. A government official said:

81
“If I am accused of having
deposited a huge sum of
money and I am
investigated, then all
government officials should
also be investigated”.

9. I am your teacher,
therefore you have
to follow me
whether you like it
or not.

10. The Philippines will really

progress because we have
nowhere to go but up. After
all, we are already at the
bottom.
1
2 11. If it is Man’s chicken,
it must be good!
.

Police officer: “since I am

accused of executing the
suspects I have arrested,
then I better execute the
criminals I arrest”.

82
 13. He met an accident
because it is Friday
the 13th.

14. Either you are a

millionaire, or you
belong to a very
rich family.

15. He finished his doctoral

degree. He must be
perfect in almost
anything.

16. How’s your second girlfriend?

83
 17. Desperate observer:
“corruption in the
government can be
solved if all our
government officials
resign and allow a
change in the
administration”.

18. You should not believe

that man; he belongs
to a family of dubious
character.

84
19. You should pity that
farmer. Look at
how hard he works.

20. I told you the cause

of the volcanic eruption
is that many people are
becoming sinners.

85
 CHAPTER SIX
Communication Aids with Strategies in
the
Use of Technology and Tools
Sign Language

Communication between cultures is facilitated by

the availability of a common language. However, in
instances when there is no common language between
persons involved in spoken communication, the use of
sign language through body language comes handy. In
instances when verbal communication is not possible, in
the absence of a common language, sign language can be
the most practical solution. Sign language is probably
older than spoken language. This may comprise of hand
signals, shrugs, facial expressions or coded manual
signals reinforced through the use of words spelled out
in a manual alphabet.

In the case of the Chinese and Japanese, whose

languages use the same characters, although they
pronounce them very differently, they communicate
through sign language. This was done by tracing
mutually understood characters in one’s palm. The use
of sign language to communicate was noted in North
America, Australia and Africa. In the 19th century, the
case of the Plains Indians, whose languages were
dissimilar is interesting, where they were able to
communicate with each other, by using the many shared
elements in their culture and adopting common symbols.
For instance, a circle drawn against the sky was used to
indicate the moon. A person on horseback is illustrated
by two fingers astride the other index finger. Moreover,
two fingers spread from the mouth represented a lie.
These are among the familiar sign language that enabled
large groups of Indians to communicate with each other.

86
Exercise

A. Do a research on the sign language used both in the

country and globally.

B. Draw/illustrate the sign language in the space below

this and indicate the meaning of the sign language
opposite the drawing/illustration.

Sign language in the Philippines: Meaning

1. _____________________ _________________

2. _____________________ _________________

3. _____________________ _________________

4. _____________________ _________________

5. _____________________ _________________

International/global sign language:

87
Sign language: Meaning

1. _____________________ _________________

2. _____________________ _________________

3. _____________________ _________________

4. _____________________ _________________

5. _____________________ _________________

Communication Strategies Using Tools of Technology

Audio-Visual Aids

88
 Theories in communication suggest that in any
communication situations, the more senses you are able
to activate, the more you will be able to put across your
message to your audience; the easier your audience
would understand your message; and the more effective
you will be. Thus, you can connect effectively with the
person you are communicating with through the sense of
hearing, seeing, touching, smelling, and taste etc.

That communication theory is validated by

theories in holistic language learning, which recommend
the use of supporting communication systems, such as
visual aids to make the teaching of language effective.
Similarly, the use of supporting communication systems
must be maximized to make you effective in any
communication situation. Visual aids could arouse the
senses, tickle the imagination and stimulate your
audience; thus, could be a handy tool for you.

Visual aids could be in the form of illustrations,

pictures, charts, graphs, and film clips. The most
popular and easy to use would be a power point
presentation. However, you have to make your visual
aids stimulating, colorful and appealing. You cannot just
pick any visual aid. You should be guided by some
principles in preparing your power point presentation,
for you to be successful.

Here are some tips, which could help you prepare

an effective power point presentation:

Tips in Preparing a Power Point Presentation

1. Consider the time and the venue of your

presentation. The time and the lighting would tell
you the kind of visual aids you will use. For
instance, it may not be possible for you to use an
89
 LCD/LED projector if you are in an open
auditorium; thus, you may have to use an
alternative material such as a chart or visual aid.

2. Study your audience, the number, their profile,

the age grouping, their norms, and their culture.
It would be to your advantage if you can
incorporate in your visual aids a little of their
language/dialect.

3. Identify the likes and dislikes of your listeners.

You can fit your materials easily to what you
anticipated would be appreciated by your
listeners. On the other hand, you have to take
care not to offend your audience.

4. Be guided by your purpose. Plan your visual aids

and power point presentation to suit your
purpose, the audience, the location and the time
of your presentation. Before putting your ideas in
your slides, draft your plan on paper to see how
your material will look like and to ensure proper
sequencing of your ideas. It would be helpful to
sketch your presentation in frames on a scratch
paper. Then, as soon as you have firmed up your
plan, you can start working on your power point
presentation. Note that younger audiences may
prefer colorful and cartoon-like materials; while
adult listeners would prefer more serious audio-
visuals.

5. Choose pictures, video clips, graphs and charts

that are relevant, stimulating and could attract
the interest of your audience. It is highly
recommended that you integrate pictures,
graphics, tables, charts and graphs in your text to
help explain your point to your audience.

6. Ensure that the size and font of your text would

be enough to be seen by everyone. The font size
90
 for a listener of 20 will be smaller than if you have
100 in your audience. So check the size of the text
of your audio-visual aids versus the number of
your audience. Consider the following:

6.1 a font size of one inch could be clearly seen

within five feet;
6.2 a font size of two inches could be clearly seen
within ten feet; and
6.3 a font size of three inches could be clearly
seen within thirty feet;

Be sure to check your visual aids before your

speech to ensure that they are readable,
considering the number of your audience.

7. Design your visual aid/power point presentation

so that it comes handy to your audience and help
them understand your important points. Limit
your bullet points to five to seven lines. Some
communication experts believe in the 555-
principle, i.e., five lines per frame, five words per
line and five frames of text. More than these
recommended lines would make your presentation
look heavy and affect adversely the interest of your
listeners. Avoid presenting your ideas in sentences
or worse in paragraphs - - that would appear like
a book; thus, may make your presentation look
heavy and boring. Summarize your important
ideas so that you can present them in phrases in
bullet points and in one compact material per
slide.

8. Rehearse the use of your visual aids, to ensure

that you master them and assure ease in using
them. Never assume that your materials, once
prepared are 100% fool proof, zero glitch and
perfect. Moreover, you have to practice
coordinating your presentation and your

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 equipment. Proper coordination could add to
mastery and increase your self-confidence.

You do not only rehearse for mastery, but also to

further improve your audio-visual materials. As
you rehearse, imagine the impact of your audio-
visual materials to your listeners so that you can
fit or reconfigure your presentation.

9. Before your presentation, check your equipment,

where you will position them, plug them and how
you are going to operate them. By doing this, you
could make your presentation smooth for yourself
and convenient for your audience.

Exercise

With a seatmate/s, study the slide in the following

power point presentation. Then, rate the presentation
using the rating scale below:

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 Qualitative Verbal
Rating Equivalent Description
5 Excellent The visual aid is so clear,
colorful and stimulating.

4 Very Good The visual aid is very

satisfactorily clear, colorful
and stimulating.

3 Good The visual aid is

satisfactorily clear, colorful
and stimulating.

2 Fair The visual aid is fairly clear,

colorful and stimulating.

1 Poor The visual aid needs

improvement in clarity color
and quality to stimulate.

Follow up Exercise
93
With the same seatmate/s, try to improve the power
point presentation, using the aforementioned suggested
tips. Illustrate by drawing your presentation in the
frame/box that follows:

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Web-based Application
(retrieved 05-12-19 https://purposive communication.
news.blog/2018/09/07/types-of-speech-and-public-
speaking/)
A program accessed over a network connection
using http is called a web-based application. This is
also known as web apps. This application often runs
inside a web browser. On the other hand, web-based
applications may also be client-based, in which a small
part of the program is downloaded to a user’s desktop,
but processing is done over the internet on an external
server.

Blogging
Blogging is one of the most common type of
communication through the use of technology that has
emerged. Even in the Philippines, this type of
communication has attracted many audience and has
began to preoccupy the life of the Filipinos. Moreover, it
has become a significant tool of communication both in
the economic and political fronts. Blogging is now used
both for social media, for marketing, and even for
political purposes. In fact, a number of companies have
hired an official blogger.
A quick summary of how to set up a blog is
presented below:
1. Purchase your blog hosting — This is where you
install WordPress and host your future blog’s files,
articles and images.
2. Install Word Press from your new Panel — Install
WordPress with just a few clicks from inside your
host’s control panel.
3. Choose a free theme for your blog — Pick a theme
that suits the colors, branding and goals for your
blog and install it from your new WordPress blog’s
dashboard.
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4. Publish your first post — Now start writing amazing
blog posts that help people, attract traffic, get email
subscribers, and more.

Multi-modal Text

In this digital age, one effective way of

communicating meaning is through the use of rich
complex techniques - - multi-modal texts. Meaning can
be transmitted through multi-modal texts, with the use
of varied techniques, such as paper, live, digital or
electronic media, movies, storybooks, brochures,
newspapers, comics, novels and posters. For instance,
digital animation involves a design process that requires
the use of a combination of modes, such as language,
image, spatial design, sound, movement and even
gestures.

Another example of multi-modal text is a live

dramatic performance, where music, dialogues, gestures
and space are featured. Furthermore, a web page has
components, such as oral and written language, still and
moving images, sound effects and music. These are all
important considerations in communication, in learning
and even for presentation purposes. Thus knowledge on
multi-modal texts is necessary.

When a text uses two or more semiotic systems, it

is considered multi-modal. The Cambridge English
Dictionary defines semiotics as the study of signs and
symbols, what they mean, and how they are used. At
least five semiotic systems have been tapped for
producing multi-modal materials:

1. Audio – this constitutes the pitch, rhythm, and

volume of music and sound effects.

96
 2. Space –this covers features like the position of the
lay out, direction, distance and organization of the
images in relation to space.

3. Visual – this features the color, viewpoint and

vectors in still and moving objects.

4. Gesture – this component involves the speed, body

movement and language and facial expressions.

5. Linguistic – this covers the choice of words and

grammatical structure.

The use of the aforementioned semiotic systems is

governed by rules and limitations. While written texts are
effective communication tools, they have their own
limitations. Written texts are prone to many
interpretations and may lead to confusion. On the other
hand, visual texts are excellent purveyors of space, size
and color. Moreover, there are no strict rules required to
interpret visual texts. For instance reading requires
starting from left to right, from the uppermost part of the
page to the lowest part. For visual texts, the reader is
free to start from any point and could go anywhere in the
page.

The beauty of multi-modal texts lies in the fact

that one can use one, more or all of those modes, which
can be complementary, hence enabling easier
understanding of a lesson. Indeed the possibilities in the
use of multi-modal texts are fantastic, as seen in the
following advantages of the use of multi-modal media:

Benefits of using multi-modal texts

1. Multimodal text utilizes many senses, i.e., sight,

hearing, touch, smell, even taste, thus a very
powerful tool in communication.
97
 2. It enables one to communicate meaning in the
mode that he/she is comfortable and confident
using.

3. The technique utilizes communication and

semiotic systems to make messages stimulating
and clear.

4. It provides maximum stimulus to receivers, using

various media.

5. The strategy facilitates understanding and

communication.

6. Since the attention span of people nowadays is

shorter, the use of multi-modal text shortens the
communication process, yet accelerates
understanding of the text.

Exercise

1. Study and analyze the following pictures. Choose

only one picture. What semiotic systems were
used?

a.

b.

98
 2. Choose a partner and discuss your analysis of the
picture according to the semiotic systems used. Be
able to justify your answer.

Exercise

1. Working with a partner, produce any of the

following (choose one):

a. one-minute comedy skit using the semiotic

systems

b. write a poem about how to succeed in your

studies

c. write a song about your crush

d. illustrate by drawing your favorite scenery

2. Be ready to present your output to your

classmates.

99
 CHAPTER SEVEN
Types of Speeches and Public Speaking
Public speaking may be scary to many people; and
I’m not holier than thou, that include myself - - I always
have to struggle against that threatening feeling of
delivering a speech.

In fact, for many speakers, this experience may be

one of the most nerve-wracking one, akin to that of a
soldier being assigned to a war - - public speaking could
really be a challenging engagement! However, public
speaking is not an impossible task.

In my college days, I was struck by a lecture of

our professor in my speech class, who reassured his
students that delivering a speech is not impossible; if one
remembers the “ABC” and the “XYZ” of public speaking. I
immediately reacted with a question and asked my
professor what he means by that seemingly powerful yet
ambiguous pointer. In a very reassuring manner he said:
ABC means always be cheerful. But even more excited,
some of my classmates interrupted and quizzed our
professor: what about XYZ? So, he added: XYZ stands
for “eXamine” Your Zipper before you deliver your
speech.

That may be a silly joke, but kidding aside, it has

serious implications. First, humor is very important in
public speaking. Humor is a good strategy to capture the
attention of your audience. Expert public speakers
believe that once you have captured the attention of your
audience and tickled their imagination at the start of
your speech, you have already won half of the battle. The
rest of your speech would come relatively very easy.

On the other hand, the second part of the comic

tip, XYZ really means that you have to examine yourself -
- your preparation, including the contents of and the
100
materials for your speech. The best speakers in the world
will agree that there is no substitute for a good
preparation, for one to be a successful speaker.

If you follow that advise, you will soon be able to

give an excellent speech.

Types of Speeches
1. Read speech – the practice of reading a speech is
quite common nowadays, especially so since
people are becoming so busy. This type of delivery
is done by reading from the written speech. The
disadvantage of this type of speech is it prevents
an informal and conversational delivery of the
speech. Moreover, eye contact with the audience
may be sacrificed.

2. Memorized speech – this entails memorizing your

speech. At present, due to the very busy schedules
of people, only few speakers opt to memorize their
speech, but instead go for other means of delivery.

3. Impromptu speech – this type of speech allows a

speaker little or no time to prepare the
presentation.

4. Extemporaneous speech – this speech is delivered

with some prepared structure, such as notes or an
outline. The notes enable the speaker to organize
the speech.

Pointers in Delivering a Speech

These pointers in delivering a speech are divided

into three phases: the writing, preparatory and delivery
stages.

Let’s start with the writing stage. You get an

invitation to speak and you accepted the invitation.
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Come to think of it, whatever your station in life - - a
clerk, a supervisor, a manager, a president of a company
or government official, the time will come that you will be
asked to deliver a speech and many more speeches.
It is said that to deliver an excellent speech,
successful speakers should view a speaking engagement
like doing a stage performance. You need to look at
yourself as the “star of the show,” thus, you have to
prepare and rehearse your speech until it becomes
natural and spontaneous, and so that you alone would
be seen as the sole authority in the room.

Try studying the steps listed below.

So, the first logical thing that you should do is to

write your speech. How do you do that? The ten keys in
writing a speech could help you.

Ten Keys To Writing A Speech

“I am the man of the hour,” is the attitude of many
who had been invited to speak. Unfortunately, this
mindset is bound to make a speech flop.
You may have experienced listening to a boring
speech, delivered by a popular personality but filled with
self-centered topics and senseless details. And you knew
something the speaker seemingly missed: this was the
time of the audience - - not the speaker. The speaker was
just a guest; thus, their attention was strictly voluntary.

In writing your speech, remember two important

goals: leave a good impression and stress to your
audience at least two or three important points. It is said
that the rest of the speech is just entertainment. But the
challenge is: how can you put across those two or three
critical points? At this point, you need to adopt some
strategies:

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1) Make a memorable speech. The experience of
successful speeches tells us that an audience may only
remember a single line. For example, Abraham Lincoln
started his Gettysburgh address with this line:
“Fourscore and seven years ago, our forefathers brought
forth in this continent a new nation conceived in liberty
and dedicated to the proposition that “all men are
created equal.” Lincoln’s line encapsulated the main
point of his speech: We must fight for freedom and
equality. So you can learn from the example drawn from
Lincoln: condense your theme into a 15-20 word line and
build your speech around that line.

There are other figures of speech that could leave

an impression that is worth remembering. For example,
a president alluded to his vision by stressing “this
country would be great again” in his speeches. The
message expressed a strong identity and a promise.
Naturally, the audience would be struck by the message.

Simile, metaphor, irony, analogy, metonymy,

hyperbole and other figures of speech could work. You
just need to build up on them - - and use them in the
most ideal spot in your speech (preferably near the end).

Exercise

Recall an incident when somebody very close to you gave

you a very memorable piece of advice. What was it? Write
this experience in the space that follows:

________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________

Study what the advice contains? Write your answer in

the space that follows:
103
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________

Identify the reasons why the advice struck you.

________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________

A powerful speech is very much like a stimulating

conversation. You can learn very important lessons from
the style that advice was delivered and can apply them
in your speech.

2) Observe a structure in your speech. Recall a terrible

speech where you lost interest. Try to analyze what
caused you to lose your interest. It is probable that the
speaker wandered off his plan.

Lately, I attended a conference. While the

conference was about leadership, one speaker veered
away from the topic by presenting a lecture which was
not directly related to the theme. At the end of his
presentation, the speaker made two points: he needed to
stick to the plan and the theme - - and a better
speechwriter!

There are two things an audience expect from a

speaker: a clear direction and a destination. Your
listeners want to know where your speech is heading and
the rationale for that direction. Thus, it would be wise to
present a short outline of your speech right at the start.
While writing and revising your speech, ensure that your
speech follows a structure. Here are some helpful tips:
make your speech simple. Watch out and delete anything
that is off tangent, conflicting, or ambiguous. Finally: if

104
an item in your speech does not help you put across
your main message, delete it.

Exercise

Let us assume that you were invited to deliver a speech

about nationalism. Try to prepare a plan for your speech
by filling the blanks as follows:
Title:

I. (Introduction: an anecdote about the creation of a

Filipino)

A. Definiton of nationalism . . .

B. Three important traits of a nationalist . . .

II. (Body of your speech: three main points you want

your audience to hear)

A. Trait # 1 . . .

B. Trait # 2 . . .

C. Trait # 3 . . .

III. (Conclusion of your speech: the most important

point/s you want your audience to remember
about your speech)

A. Trait # 1 . . .

B. Trait # 2 . . .

C. Trait # 3 . . .

3) Exploit the opening of your speech. The opening

part is crucial. If you could win the attention of your
audience right at the beginning, then “half of the battle
105
is won,” the rest of the speech could just follow its
natural course.

Begin your speech by a striking statement or

statistics. There are various ways of opening your
speech: you can start with a humorous story related to
your speech; or open with a relevant quotation, or you
can even start with a question. Encourage your audience
to participate by raising their hands to respond to a
question. Engage your listeners early; but keep the
“appetizers” of your opening short, since your audience
might lose interest if your introduction is too long. Enjoy
the “honeymoon” part and the momentum of your
beginning moments with your audience.

Dr. Feliciana A. Reyes, author and great educator,

shared a powerful anecdote about creation as follows:
One day God wanted to create man in His image and
likeness. So He got a piece of clay, molded it, placed it an
oven and set the oven at high temperature. After ten
minutes, God took out His first creation but it turned to
be overcooked - - a black man! So God thought of
molding a second one and this time set the temperature
at low heat. After ten minutes, God took out the second
batch of His creation but it turned out to be a half
cooked creature - - a white man. So, not being so happy
at the outcomes of the first and second batches, God
molded a third batch, but this time set the temperature
of the oven at medium heat. After ten minutes, God took
out the third batch from the oven and He was very happy
with the outcome, because it was just what He intended,
not overcooked, the black man, not half-baked, the white
man, but just in between - - lo and behold, it was a
brown man! This story could indeed be a very inspiring
opening for a speech on Filipino nationalism.

On the other hand, imagine this: what if a speaker

declares in the opening of his speech: “Five years from
today in 2020, the Philippines will be the richest country
in the world!”
106
 While this may be a great fantasy, I am sure 99%
of the audience will be caught by that striking statement
and focus on why and how this will happen.

Exercise

Think of a time when you heard someone say an

electrifying news, which amazed you. Write that in the
space that follows:

________________________________________________________
________________________________________________________
________________________________________________________

Reflect from that experience: how has that news affected

you.

Now, imagine that you are going to present a class report

about a particular topic. Think how you are going to
start your report with an impresssive opening. Using
techniques in opening a speech, such as a quotation, an
anecdote, a question, or a striking statement, write down
in the space that follows, the topic of your report and
your opening statement.

Topic: _________________________________________________

My opening statement:

________________________________________________________
________________________________________________________
________________________________________________________

4) Begin with the right tone. Adopting the right tone

requires you to answer some basic questions such as:
Who are your listeners? What is their reason for
attending? What do they want to hear?.

In writing your speech, make sure that you meet

the expectations of your listeners, regardless of the
107
nature of your speech: to educate, inform, motivate,
entertain, or even challenge.

Review your main points, if they suit the theme or

the occasion. Ask yourself this question: will my speech
inspire and develop the best in my audience? Consider
the following small tips: If the setting is professional,
make your speech upbeat and inspiring. Maya Angelou,
a poet, once noted, “I’ve learned that people will forget
what you said, people will forget what you did, but
people will never forget how you made them feel.” Your
listeners may forget everything you said, but you can
consider your speech successful if they leave the hall
with a smile and a greater sense of hope and purpose.

5) Be convinced with your message. A speaker is like a

marketing expert. You have to encourage your audience
to buy your points. If your listeners do not buy your
message, they will not listen to your speech too. Your
non-verbal cues and style of delivery will leave the
biggest impression among your audience. Fortunately,
there are techniques you can use to connect with your
audience.

Crack a joke about your goose bumps; your

listeners can relate to being nervous about public
speaking, since most speakers experience the same
feeling. Share a story about yourself, but make sure it is
relevant or leads to your points. Relate some interesting
stories about your family, to reflect that you are
trustworthy. Remember to write your speech much like
having an interesting conversation with a close friend.
Remember, you are not a preacher. Just be yourself. On
stage, be sure to be at your best.
6) Emphasize important points. In writing your speech,
repeat your important points to leave a lasting
impression. Stress key words, phrases, and themes. Be
on the look out for opportunities to tie up and reinforce

108
earlier important points. And repeat important points
just like a refrain in your favorite song.

Remember your parents who would lecture you on

partying, fighting, peer pressure, and quitting? Many
times we seemed not to pay attention to them.

Eventually, we encountered those realities. And

we realize the things that our parents simply repeated
over-and-over until they stuck. The same principle can
apply in putting across your message - - repeat your
important points.

A number of listeners may feel irritated when you

repeat some points in your speech. However, how they
feel during your speech should be the least of your
worries. The important consideration is: what will they
remember a few months after your speech?

7) Connect the important points of your speech by

using conjunctions. In certain instances, your listeners
would not be able to identify what is important in your
speech. That’s where you need to use transitional
phrases to indicate your intent. For instance, you can
use a rhetorical question like “What is the point?” then
allow a short pause. Silence gets the attention of your
audience - - and this technique creates anticipation
among them. Similarly, a statement like “so here’s the x
factor” could capture an audience’s interest. It gives
them a clue that an important point is about to be
presented. Thus, even if they were not attentive before,
they could now catch up and be with you again.

8) Integrate some theatrics. In his lectures, Stephen

Covey would fill a glass bowl nearly full of sand.
Thereafter, he would encourage a participant to place
rocks into the bowl. In the exercise, rocks represented
essentials like family, job, and worship, while the bowl
signified the volunteer’s time and energy. This technique
is very effective; the volunteer couldn’t fit every rock in
109
the bowl. The sand – which represented daily tasks like
bringing children to school, shopping, or reading – took
up too much space. Something had to be sacrificed. And
usually, it was something essential.

Covey then encourages his volunteer to try

another approach by starting to place a rock in the bowl
first, adding some sand, and then alternating rocks and
sand until the bowl was full. Like magic, there was
suddenly enough space for all the items, as the sand
gradually filled any gaps between the rocks. His point is:
maintain balance. Never lose sight of the essentials as
you perform your daily tasks (and vice versa).

Covey could have opted to drive his point verbally

and moved on to his lecture. Instead, he explained it
using household items so that his audience would not
forget his main message.
For a smaller audience, you may use visuals (or a
video screen) but be sure to keep the materials, storyline,
and lessons simple. Upon completion of your illustration,
use your visuals to emphasize your message to your
audience.

9) Observe the “KISS” rule. Keep it short and simple. It

is said that the worst crime in public speaking is trying
to overdo your speech! Researchers observed that
nowadays the audience’s attention is shorter. Your
listeners have other commitments to attend to; thus, do
not let a very long lecture hold them hostage. The more
you prolong your speech then, the more likely they are
going to loose interest. So, summarize your points and
conclude your speaking engagement. Remember: they
are the men of the hour, not you!

10) Conclude your speech with a bang. There are

various ways of impressing upon your audience your
important message. You can explore the use of
interesting video clips that abound in the internet.
110
Relevant quotations could also be used to summarize
your important message. To recap your biggest point,
you can narrate a success story. On the other hand, you
can tie loose ends of your speech together by presenting
a diagram, a road map or a conceptual paradigm. Or if
you are delivering a speech to convince, you can
encourage your audience to action. No holds bar, your
concluding statement is what your listeners will, in the
final analysis, discuss when they leave the hall.
(retrieved 03-20-18 from http://www.forbes.com/sites/
lizryan/2015/10/10/can-i-take-a-new-job-but-keep-
looking/)

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 CHAPTER EIGHT
Public Speaking
Preparatory Stage

A substantial part of your self-confidence as a

speaker will come from the kind of preparation that you
put in. Dr. C. E. Matthews opined that 75% of your
victory depends on preparation. So if you have the
choice, don’t ever venture into accepting a speaking
engagement, if you are not prepared. Here are some
pointers that could help you be well prepared for your
speech.

1. Learn from successful speakers. Study how

impressive speakers deliver those great speeches and
study their key messages, their speaking style, the
techniques they use in getting the attention of their
audience, and the forcefulness by which they present
their ideas.

2. Determine your goals. Ask yourself the following

questions, First, the rationale for your presentation. Be
truthful with yourself. If your answer is “to get a good
grade from my professor” or “because your superior
instructed you to do so,” you need to be aware of that
fact before your speech, so that you can plan it soon
enough, according to your rationale.

Secondly, what does your audience want?

What your audience needs are always important to
consider, since your presentation enables you to have
direct, face-to-face contact with your audience.

While a speaker may have a captive audience, the

audience can sneak out at the back of the room if they
are terribly bored, but remember that the audience
wants you to succeed. To compensate the attention of a
112
captive audience, you must make your speech
informative, interesting, and even a little surprising - -
especially if you are sharing a particular message that
you want your audience to take home with them.

3. Prepare your speech in advance. Avoid being over-

confident and never think that you could just appear in a
speaking engagement and present your speech, even
without preparing! Preparation includes rehearsing your
speech and your visual aids the day before, getting a
good sleep, and avoiding alcohol to the point of having a
hangover.

4. Organize your materials. Introductions and

background sections are boring. Do not waste everyone’s
time by giving them an entire laboratory report, or by
dropping the names of all the authors you have
consulted. A speaker who spends 15 minutes describing
experimental procedures or presenting them theoretically
- - but only devotes five minutes presenting and
analyzing the results of the original work already missed
the point.

5. Organize your speech into manageable units but

make sure that your audience would leave the hall
remembering at least three important points from your
talk.

6. Practice your speech until you become confident.

A speaker’s confidence contributes to the effectiveness of
the delivery. Rehearse the presentation of your materials,
such as power point presentations, diagrams or charts.
Even great speakers rehearse their speech long before
their speaking engagement. Remember this: practice
makes perfect; but remember this more: correct practice
makes perfect. So there is no substitute to “correct”
practice to achieve mastery of your speech.

113
7. Study the venue of your presentation. Look out for
switches of the lights, how to adjust the projector screen,
and how to focus your LCD/LED projector, etc.

8. Anticipate possible adverse situations. Your

computer file may crash, or you may loose your notes.
These may possibly happen. Thus, it would be advisable
to prepare a simple backup, such as overhead projector
or basic handouts.

Exercise
Using your outline in the preparatory stage of your
speech and the pointers in writing and delivering a
speech, write your brief speech at the bottom.

Title:

I. (Introduction)

A.

B.

II. (Body of your speech: three main points you want

your audience to hear)

A.

B.

C.

III. (Conclusion of your speech: the most important

point/s you want your audience to remember
about your speech)

114
 A.
B.
C.

Preparing Your Audio-Visual Aids

The topic on “visual aids” is really a part of the

preparation of your speech. However, the importance of
this topic requires a separate treatment; thus, this
section is devoted to the subject matter.

Theories in communication suggest that in any

communication situations, the more senses you are able
to activate, the more you will be able to put across your
message to your audience; and the more effective you
will be in your speech. Thus, it is advisable to prepare
your speech in such a way that it can connect with the
sense of hearing, seeing, touching, smelling, and taste
etc. That communication theory is validated by theories
in holistic language learning, which recommend the use
of supporting communication systems, such as visual
aids to make the teaching of language effective. Similarly,
the use of supporting communication systems must be
maximized to make your speech effective. Visual aids
could arouse the senses, tickle the imagination and
stimulate your audience; thus, could be a handy tool for
you to deliver effectively your speech.

Visual aids could be in the form of illustrations,

pictures, charts, graphs, and film clips. The most
popular and easy to use would be a power point
presentation. However, you have to make your visual
aids stimulating, colorful and appealing. You cannot just
pick any visual aid. You should be guided by some
principles in preparing your power point presentation,
for you to be successful.

Your Speech

115
 So this is it, the appointed time of your speech
has come! At this point, you may have a mixed feeling of
excitement and fear. Don’t be overcome by your fear. The
fear of the unknown is a natural feeling of almost every
speaker. This emotion may be negative if you allow it to
overcome you. But, fear may be positive if you channel it
to trigger you to be better prepared for your speech.
Emerson believes that fear always springs from
ignorance. If you have researched thoroughly and
prepared well for your speech, then Emerson is correct -
- there should be no room for fear.

Some physical, psychological or even mental

exercise could help you overcome your fear. A few
minutes before the appointed time of your speech, you
could very discreetly go to a private place, maybe a
restroom and do some stretching exercise for a few
minutes. Stretch your legs, arms and do some neck
rotation exercise. Then, you can exercise your jaws by
reciting very discreetly or silently but with physical
movement of your jaws: a, e, i, o, u for at least ten times.
Thereafter, take a deep breath, inhale and hold your
breath for about five seconds then exhale. Do this for
about ten times.

On the other hand, you can do some mental

exercise. Imagine yourself in an open field, and then
pretend to shout out your fear by saying mentally and
with intensity, hah! hah! hah! Repeat this for about ten
times.

Prep up yourself psychologically by reassuring

yourself that you came prepared to share something and
that you were invited to speak, so you have the trust of
the organizers and of your audience. Maintain a smiling
and friendly stance with people around you so that you
can feel that you are one of them, you are one with them
and you are one for them. Immediately before, you will be
introduced, do some quick mental review of the outline of

116
your speech and the important points you are going to
share! Congratulations! You will succeed.

Moreover, consider the following suggestions and

insights, to help you gain self-confidence.

1. On the appointed time of your speech, make sure you

arrive early to settle yourself. Try to visit the venue of
your speech beforehand, do a final but quick rehearsal of
your speech and test the equipment you will use.
Becoming familiar with the room and the set up will help
you stabilize your emotions.

2. Use a powerful opening statement – tell a joke – or

share a striking statement, something that will startle
your audience, or ask a question and get the
participation of the audience by a show of hands or by
encouraging them to vote on an issue. Effective speakers
use words that appeal to the audience, fit the occasion,
and appropriate to the topic.

3. One of the most common errors observed among

speakers, is their tendency to rush through their
presentation. A speaker should deliver his speech with
reasonable pacing, making sure not to rush. You may
record your speech and listen to your pacing; if you are
speaking faster than the anchor person on the news,
that means you are going too fast.

4. Excellent speakers use small notes as a guide for

their speech but taking care not to be too dependent on
their notes to the point of reading them. Notes help the
speaker keep on track and therefore they should be
bullet points with not more than 3-4 words per point - -
remember your notes should be your guide but should
not be used like a script. Glance at your notes but look
at your audience as you speak.

117
5. When you stand up to speak, approach the rostrum
with enthusiasm and wait for a few seconds, for that
“deafening” silence to descend on the room. When you
know you have your audience’s attention, then you can
start your presentation.

6. Your sincerity is very important – your audience

could hear and feel it if you are sincere and will truly
appreciate you for it. On the other hand, they could be
turned off by an insincere gesture or expression.

7. Start with your strongest points. At times, speakers

do too much ad-lib during the introduction, and rush
through the most original, most thoughtful points that
they had saved for the end.

In isolated instances - - you might have a hostile

audience; if that is the case, you could start by
citing/stressing points where you agree with your
audience, and then carefully working your way towards
your most decisive, most daring points. Generally
though, you should come straight out and present your
strongest point at the outset of your speech.

8. Get to the point. An effective delivery is direct in that

it requires the speaker to connect personally with
listeners by building rapport.

A speech is not an essay test, in which you get a

high score for discussing as many details as you would
like. Most people in your audience probably won’t care
much about your tuition fees, or what school you
enrolled in, or the power of the hard disk that runs your
computer.

If anybody is dying to know about such details, let

them raise their hand and ask you. If the question is
really important to your talk, you’ll probably be able to
answer it right away. If you can’t answer the question,

118
promise to check your notes and follow up via e-mail,
and then go right back to your presentation.

• Most of your audience will probably have been

annoyed by the interruption. And they will
be delighted that you didn’t take the questioner’s
“trap”.

• The questioner will probably be pleased to have

“derailed” you from your main purpose.

9. Appeal to your audience’s emotions and feelings

by tapping into their feelings, using words that touch
them, e.g. love, happiness, and exciting experience, etc.

10. Maintain eye contact with your audience.

Humans respond to eye contact. Your audience expects
to be able to see a speaker when he/she is excited, while
presenting an important point, when seeking for
approval, and when winding up a part of the speech.

11. Keep your audience involved. Charts, graphs,

relevant quotations, and anecdotes are time-proven
techniques of ensuring the interest of your audience. A
basic method of maintaining audience interest could be
as simple as giving a road map of your speech.
Alternatively, at some points of your speech, you can ask
your audience a question and request them to raise their
hands or give a brief answer to your question.

12. Deliver your speech as natural as possible, much

like conversing with your audience. Eye contact is
essential to sustain your rapport with your audience. Try
to feel your audience and be sensitive to their culture,
beliefs and practices.

13. Vary the tone of your voice to stress important

points and to show your enthusiasm. Control your voice:
your volume, pitch, pace, pauses, variety, diction and
pronunciation. Emphasize important points by
119
increasing your volume and intensity it to make an
important point, distinct from other parts of your speech.

14. Use gestures and non-verbal cues not only to help

clarify the meaning of your points, but also to emphasize
what you feel is the most significant part of your speech.
Your non-verbal cues, gestures, and facial expressions
should be as natural and as spontaneous as possible.

15. Remember that your audience wants your

conclusions. So many speakers spend too much time in
presenting the background, which eats up their time;
thus, forcing them to rush through their conclusions.
Take your time to present thoroughly your main points
but program the delivery of your speech according to the
schedule, to manage your time

Exercise

Since you have prepared your speech in the previous

exercise, it is now time for you to deliver that terrific
speech. For you to test if you have developed your skills
in public speaking, you have to do the following:

1. Practice your speech so that you can master it.

2. Using your personal recorder, deliver your speech
and record it.
3. Finally, listen to your recorded speech and using
the following scoring scheme, evaluate your
performance:

In a scale of 1 to 5, with 5 as the highest, score your

performance:

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Rating Qualitative
Equivalent Verbal Description

5 Excellent The speech was very clear, and

demonstrated outstanding level
of confidence and mastery.

4 Very Good The speech was very

satisfactorily clear, and
demonstrated very high level of
confidence and mastery.

3 Good The speech was satisfactorily

clear, and demonstrated high
level of confidence and mastery.

2 Fair The speech was clear, and

demonstrated enough level of
confidence and mastery.

1 Needs More practice is needed to make

Improve- the delivery clear and to increase
ment the level of confidence and
mastery.

4. This time, request your seatmate to listen to your

recorded speech and allow him/her to rate it and to
give you some suggestions. Please request your
seatmate to write his/her suggestions below this, as
follows:

Over-all rating:

Comments on the speech of your seatmate:

121
 1. Opening:
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
2. Body of speech:
_________________________________________________
_________________________________________________
_________________________________________________

3. Ending of the speech:

_________________________________________________
_________________________________________________
_________________________________________________

Retrieved 03-20-18 from 1)

http:blueprintpractice.come/10-steps-for-delivering-a-
graet-speech/#sthash.f7wAVi1B.dpuf Posted By: Carole
Bozkurt
2) http://www.youtube.com/watch?v =kO8x8eoU3L4
3) http://jerz.setonhill.edu/writing/technical-
writing/oral-presentations-tips/
4) http://speakingcenter.uncg.edu/resources/tipsheets/
delivery/presentationdeliverytips.pdf

122
123
 CHAPTER NINE
Communication for Work Purposes
Effective communication is an important tool in
achieving productivity and maintaining rapport in all
levels of a company. Organizations, which invest money
and time to establish clear lines of communication
across all levels in the company could build trust among
its workforce, which could result in enhancing
productivity, work outcomes and morale among them.
Similarly, if the workforce could communicate effectively
among themselves, and with their managers and
customers, this could be a valuable asset to a company.
Moreover, competence in communication is a quality,
which could give a person a powerful edge in looking for
jobs.

On the other hand, poor communication in the

workplace could result in a workforce with poor
motivation, as well as doubt their own confidence in their
capabilities and in the company too.

An organization is composed of a workforce that

comes from different backgrounds, cultures,
nationalities, traditions and beliefs. To enable employees
to understand each other, a common communication
system should be put in place. Effective communication
in the workplace, promotes a harmonious work
atmosphere, which facilitates the growth of individuals
and organizations. Hence, various forms of
communication should be adopted to promote effective
communication in the workplace. A workplace set up,
such as healthcare, education, business and trade, law,
media and technology usually observe a common
communication system.

General Categories of Office Communication

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Verbal Communication

The most common form of communication in the

workplace is verbal communication. This form of
communication can be categorized into two
classifications, as follows:

Formal
Conferences, meetings, seminars, address,
training etc. are the common formal verbal
communication in the workplace. Interaction and
exchange of ideas can happen in different ways. Meetings
or conferences may be done in a small group
communication set up, like team meetings, board
meetings, departmental meetings or could be done in an
institutional level. In this set up, a facilitator usually
starts and manages the proceedings. Participants usually
attend the meetings with their own agenda and opinions.
On the other hand, formal communication can take place
face to face or exchange of ideas could be done through
the use of technology like video conferencing.

Informal or Grapevine

One of the more interesting aspects of

communication in the office is the grapevine. This type of
communication does not follow the conventional rules of
communication in the office. Added to that, it is deployed
in all possible directions downward (management to
employee), upward (employee to management), across
(within peers), and diagonal (within departments) etc.
Usually, this type of communication has become the
source of all rumors and gossips in the workplace. Thus,
this type of communication should be controlled
effectively, or it may adversely affect the work culture of
an organization and hamper its development.

Visual Communication

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 Visual communication is a form of
communication, which depends on interaction and visual
skills of employees. For an organization to be effective,
different strategies of visual communication should be
adopted. Visual communication in the workplace
consists of presentations, display charts, figures and
graphics posted on the bulletin board. Moreover,
important information could also be disseminated
through the presentation of an audio-visual material on
the topic.

Written Communication

In an office set up, written communication is the

more popular type of communication being used. This,
however, is considered to be the most primitive form of
communication in an office setting. Eventually, hand
written communication has been replaced by type
written memoranda. Formal written communication
comprises electronic or office memoranda, emails,
training materials and documents. On the other hand,
text messages, instant messaging etc. are some of the
informal written communication in the office.

Other Strategies of Communication in the Workplace

Team building – a strong team is one whose team

members communicate and collaborate together. For
purposes of improving morale and the satisfaction of the
workforce, the following may be done:

1. increase employee engagement - the satisfaction

of the workforce can be promoted, by ensuring
that their voice are being listened to, both in
terms of ideas or their concerns. Thus, lines of
communication should be established to afford all
employees, regardless of their position and rank,
the means to interact and communicate with their
peers and senior leaders.
126
 2. innovation – an atmosphere, in which the
workforce are enabled to express their ideas
openly in a non-threatening manner, encourages
them to open up their ideas. This leads to
creativity and innovation.
3. growth – development projects hinge much on
strong communication among the workforce and
all stakeholders.

4. strong management -senior leaders should be

effective communicators, for them to manage their
teams. The main functions of a leader, such as
delegation of tasks, conflict management,
motivation and relationship building (all key
responsibilities of any manager) are all much
easier performed, if he/she is an effective
communicator. Effective communication is not
only the competence to speak to your workforce,
but also to empower them to interact and
communicate among themselves. Promoting
effective communication channels is a crucial
factor in the success of an organization.

Improving Communication in the Workplace

Communication in the office could be enhanced by

adopting the following strategies:

1. Define goals and expectations – Senior leaders

should involve the employees in formulating clear
and achievable objectives, by defining clearly the
requirements for any project, and ensuring that all
the staffs are knowledgeable of the goals of the
project, the unit and the institution.

2. Clearly deliver your message – A manager

should ensure that his/her message is clear and
accessible to the intended recipients. Thus, it is
127
 important that a senior leader speak clearly and
politely – to put his/her message across clearly
avoiding confusion or offense.

3. Choose your medium carefully – Once the

message is completed, it should be delivered using
the best possible medium and format. It is true
that face-to-face communication may be the best
way to build trust among the employees; however,
it is not always applicable. Thus, a decision
whether information delivered in a printed copy
would work better than an email or a general
memo should be done.

4. Keep everyone involved – Participation in major

decisions develops the feeling of ownership among
the workforce. Hence, it should be encouraged.
The sense of ownership among the workforce
would make them accountable for the decision
and thereby promote active support and
involvement in realizing any project in the office.

5. Listen and show empathy – It is believed that no

company or individual could succeed, if it does
not listen to its workforce and encourage dialogue
among them. Listening demonstrates respect and
enables employers to learn about important issues
to address. (retrieved from:
https://www.michaelpage.co.uk/advice/managem
ent-advice/development-and-
retention/importance-good-communication-
workplace, May 7, 2019)
Exercise

A. Note: for this task, you are required to write a formal

letter of request to the head/manager of an office
nearby, for you to be allowed to make an observation
of the office for half-day. The letter should be noted
by your faculty member.
128
B. Office observation: Get a partner and set a date in a
nearby office for a field observation for half-day.
Observe the communication processes in that office.

C. Thereafter, prepare an observation report highlighting

your important observations on the communication
process that you have observed in that office. Use the
space provided below for your observation report.

D. Be ready to share your experiences to your

classmates.

Communication systems in the office:

1. mission, vision and core values

Observations, analysis and comments:

2. employee engagement
Observations, analysis and comments:

3. innovation
Observations, analysis and comments:

4. management role
Observations, analysis and comments:

5. medium
Observations, analysis and comments:

129
130
 CHAPTER TEN
Communication Materials in the Work
Place
In various settings, i.e., health care, education,
business and trade, law, media, science and technology,
communication in the workplace could be facilitated
through the use of tools. Some of these useful tools are
as follows:
1. Minutes of meetings – a record of what transpired
in the meeting could keep the workforce updated
on the recent and most important activities in the
office. The minutes of the meeting feature the
decisions adopted and actions identified. Minutes
are vital source of information for those who were
unable to attend and helpful tools to remind
employees of their responsibilities and the time
frame for doing them. The following format of
minutes of meeting may be used as reference:

PHILIPPINE QUALITY SERVICES (PQS)

Minutes of the Staff Meeting
Board Room
Present Absent

Discussion Points
From Issues/Concerns Responsibility Target Status Remarks
Date
Call to order of - - C -
1:30 pm

Opening Prayer - - I -
1. Review of the
minutes of the A
previous meeting
2. Business arising from
the minutes of the
previous meeting
3. New business
4. Other matters
Legend: C – completed

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 I – information
A – action

Exercise

A. Recall the details of the latest meeting that you

attended. Using the format above, prepare a short
minutes of the meeting.

B. Be prepared to present your output to your

classmates.

2. Memoranda – in an office set up, important

policies, activities and reminders are
communicated through memoranda. Traditionally,
memoranda are contained in brief and formal
letters, written in business like and serious
manner. However, recently, emails have become a
common way of issuing memos. Below is a sample
of a memorandum:

ACC Group of Companies

ACC Towers, 711 Ayala Ave, Makati City

December 8, 2019

From : Mr. Johnny Chua

Head, Human Resource Department
ACC Group of Companies

Subject : Training for 5S System

To : All employees

Please be informed that there will be a training program

for 5S housekeeping system for all employees on
December 15, 2020 at 1:00 to 5:00 p.m. at the Villa
Priscilla Function Room 7.

132
All employees are enjoined to attend this training
program, especially so that our company is preparing to
implement the 5S program soon after the training.
Snacks will be provided free of charge sponsored by ACC
Group of Companies.

We expect 100% attendance of all employees to this

important seminar workshop.

Please be guided accordingly.

Exercise

A. Assume that you are the manager of a bank. Issue a

memorandum to inform your employees of a forthcoming
team-building activities to inform them of the details and
the arrangements for the activity. Write your
memorandum on the space below.

B. Consider the following details:

Date of team-building activity: May 8 to 10, 2021

Venue: Las Casas de Via Playa, Morong, Bataan

Objectives: to promote camaraderie, cooperation, support

and strong teamwork among the workforce.

Time of departure: 5:00 a.m., May 8, 2021

Inter-office Memorandum

Name of Office:

Inter-office memorandum number:

133
Date of memorandum:

Subject:

Memorandum issued by:

Position:

Contents of the memorandum:

Printed name, position and signature of the person

issuing the memorandum:

(end of the exercise)

134
 3. Letter of request – if employees would like to ask
something from the management, such as a
proposal for approval of a project or a raise in
salary, they make use of a letter of request.

4. Business letters – professional communication

sent from a company or individuals to another, or
from a company to its customers, personnel and
stakeholders are called business letters. Lately,
emails have become a more popular tool for
correspondence, although business letters are still
preferred for many important and serious types of
communication. Effective business letters conform
to accepted rules of grammar and format.
Moreover, a business letter should state your
contact information and that of your recipient,
salutation, the body of the letter, closing and the
signature of the writer. An important tip to follow
is: your recipients read a substantial number of
letters, thus would prefer well written letters that
are clear and grammatically correct. The following
is a sample business letter (note the format and
the parts)

PC Furniture Company
297 NRZ St., Makati City

December 10, 2019

Dr. Leah C. Alonso
President
135
LCA University
Valencia City, Bukidnon

Dear Dr. Alonso,

I am writing to inform you in connection with your
payment of classroom chairs which we delivered to your
school on December 1, 2020.
We delivered 2,000 armchairs with a unit price of PhP
500 per armchair or a total price of PhP 1,000,000.00
payable in cash upon delivery. However, please note that
we received only PhP 900,000.00 as payment on
December 1, 2020 (please see attached official receipt).
We wish to inform you that the payment is short by PhP
100,000.00 per the agreed price of the armchairs. Thus,
please send to us the additional amount to settle the
unpaid balance.

We would appreciate it much if you can send us the

payment in the amount of PhP 100,000.00 on or before
December 15, 2020.

Thank you for ordering your chairs from us and in

anticipation of the prompt payment of your balance.

Respectfully yours,

Ms. Patria Cerbatos

Manager
PC Furniture Company
Exercise

Imagine that you ordered the latest model of cell phone,

made a payment of fifty per cent of the price through a
bank and was promised by the seller that the product
will be delivered to you, brand new. Unfortunately, the
cell phone that was delivered to you was a used unit.

136
Prepare a letter of complaint to request a replacement or
a refund of your payment.

5. Presentation of a Product - One very important

communication task is the presentation of a product. If
you are in sales or even in other career paths, you will
one day be required to present a product, a proposal or a
brief/report. Your success as communicator could be
facilitated by considering important factors, before your
presentation. Justin Croxton in Marketing
Presentations, suggests presentation tips that could be
used by marketing teams (https://biz.fluent.cpm/info,
retrieved 02-20-18).
a. Your goal. The most important factor is the goal of
your presentation. Being clear about your goal could lead
you eventually to the success of your presentation. To set
your goals for your presentation, Croxton suggests
considering the following: a) the objectives of your
product; b) the problems you are addressing or the
issues you are trying to resolve. It would be good to write
your presentation goals at the beginning part of your
notes. You can use the SMART model in writing your
goals, i.e, make your goal specific, measurable,
attainable, realistic and time-bound.
b. Study your audience. The next important thing to
consider is the type of audience you will be talking to.
Study the culture, the likes and dislikes of your
audience. There is a saying that “if you are in Rome, do
what the Romans do.” In other words say things, which
are acceptable and pleasant to your audience. Present
ideas, which could appeal to the interest of your
audience.
c. Identify your presentation strategies. After setting
your goal for your product presentation and knowing
your audience, it is now time for you to plan how your
presentation. It would be good to keep a written
presentation plan reflecting your objectives, the contents
of your presentation and the strategies or techniques
137
that you will use to convince your audience. It is said
that the beginning part of the presentation is the most
crucial part. The initial challenge is how you could
attract the attention of your audience. So it is advisable
to begin with a striking statement, an anecdote, a
challenging question or a relevant story. In one of my
commencement speeches for college graduates, I began
my speech with two questions: who among you want to
have a car? and who among you like to have a house? I
noticed that all of the graduating class raised their hands
to answer either of the questions. From there, it was easy
to proceed with the contents of my speech. Then, some
humor could be injected at certain points of the
presentation. The use of audio-visual presentation is a
very helpful strategy to enable your audience to better
appreciate your product or ideas, even as it would make
the delivery of your presentation easier for you.
d. Be clear about the selling points of your
product/ideas. If you are presenting the latest brand of a
car, be able to cite the best features of your car that
appeals most to your audience. For a Filipino audience
generally, for example, the best selling point may be the
low cost and fuel efficiency of a car. So, focus your goal
on convincing your audience about the price of the car,
in comparison with other brands and the number of
kilometers it can run per liter of gas. You need some
simple research to gather these pieces of information.
Thus, it would a good tip to know your competitor.
e. Promoting your brand and strategic positioning.
After identifying the best features (the value proposition)
of your product, you have to use those value propositions
to your advantage. Croxton calls this positioning. It is
how your audience will think of your product in
comparison to a competing product. Maximize this
opportunity by pointing out the striking differences and
advantages of your product versus a competing product.
f. The road to the closure of the deal. The concluding
part of your presentation should lead your audience to a
138
positive decision - - to buy your product or accept your
proposition. As the saying goes “carpe diem” seize the
day, never leave your audience hanging, lead them to an
affirmative answer - - get their clear yes! before leaving.

Exercise

Choose one task from the following and be ready to

present your output to your classmates:

1. Assume that you are a salesman selling condominium

units. Using the pointers discussed above, think of a
one-minute sales presentation to convince potential
customers to buy your product. Be prepared to discuss
before the class your one-minute presentation.

2. Assume that you are conducting an assembly to

organize a group of mothers into a mother’s club to
implement community development projects. Using the
pointers discussed above, think of a one-minute
presentation to convince them to organize into a
neighborhood club. Be prepared to discuss before the
class your one-minute presentation.

3. Assume that you are conducting a mass media

campaign against substance abuse. Using the pointers
discussed above, think of a one-minute presentation to
convince your potential audience about the hazards of
substance abuse. Be prepared to discuss before the class
your one-minute presentation.

4. Assume that you are a chef presenting a tip in cooking

your favorite recipe on television. Using the pointers
discussed above, think of a one-minute presentation to
educate your potential audience on how to cook your
best recipe. Be prepared to discuss before the class your
one-minute presentation.

139
5. Assume that you are an engineer presenting a road
project that would require the clearing of some houses to
give way to the construction of an important highway.
Using the pointers discussed above, think of a one-
minute presentation to convince your audience to
approve the demolition of their houses. Be prepared to
discuss before the class your one--minute presentation.

6. Assume that you are a politician convincing a small

group of audience to vote for you. Using the pointers
discussed above, think of a one-minute presentation to
convince your audience to support your candidacy. Be
prepared to present before the class your one-minute
speech.

CHAPTER ELEVEN
Writing A Research Paper
For several years, Bill Gates has consistently been
one of the richest persons in the whole world. Singapore,
with a per capita income of $ 50,523 in 2009, has the
highest per capita income in Asia. The U.S. still remains
to be the most powerful country in the whole world with
one of the highest per capita income of $ 46,381. These
facts are among the most striking realities of our times.
What is amazing about these facts is the impressive
progress some people or countries have attained. Bill

140
Gates was reputed to have come from humble
beginnings. He left college in 1975 and founded
Microsoft, later to become one of the richest corporations
in the world. In the 1990’s, Gates’ company dominated
the software market. Recently, Microsoft is considered
one of the biggest and most profitable in the U.S.
Japan is hardly half a century past its history when
it lost the second world war. The country was virtually
devastated but was able to pick up from the rubbles of
war. America, judging from its per capita income,
certainly has been one of the most progressive countries,
if not the most progressive in the whole world, but it has
surely gone a long way before it earned its stature.
Come to think of it, what is the secret behind the
success of some people and some countries?

A close look at the factors that led to their success

shows an interesting common denominator - - they made
the right decision at the right time with the right
information. And the right and intelligent decision does
not come at the flick of a finger. This decision is a result
of data gathering, of scientific investigation, of systematic
analyses and interpretation of data – which we actually
call research.
While other factors may have substantially
contributed to the success stories above, it can be said
that one of the important factors that led to their success
is scientific problem solving and investigation - -
research.

Windows, acclaimed to have accounted for the

substantial fortune of Gates is a result of research.
Japan started with industrial products, which have been
the subject of ridicule for several years. For instance,
several years back, when you buy a product like nuts
and bolts, the cheapest yet the least durable is one that
is made in Japan. At present, one of the best products in
the market is made in Japan.

141
 The U.S. definitely was not born in abundance. Her
history marks her survival from one of the worst
economic depressions. Thailand used to be a developing
country but it was able to establish its strong agriculture
and industries through research. China certainly labored
through scientific investigations to be able to provide for
its billions of population. The success stories can be
endless; nonetheless, research would always be one of
the significant factors that account for all those success
stories.

New ideas are not developed out of the blue. While

creativity feeds technology, information supports
creativity. That information, which supports creativity
and which consequently leads to technology, is really
born out of research.

Indeed, it is hardly conceivable for a person or a

country to achieve progress without research. Research
seemed to have become the “sine qua non” of progress.

Definition of Research
The Webster’s Universal Dictionary and Thesaurus
(1993) defines research as analysis, examination,
exploration, inquiry, investigation, scrutiny or study. The
crucial terms in this definition are investigation or
scrutiny. The word investigation implies that research is
an activity that one does to gather data, to discover
something and to solve a problem. On the other hand,
scrutiny means a careful and thoughtful look and
examination of a situation or a problem. Without
investigation or scrutiny, no solution to the problem can
be arrived at. The definition therefore suggests a positive
value of research - - that research is an essential
component of problem solving.

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 Since we are always confronted with problems, day
in and day out, and since we need to investigate and
scrutinize the problem to solve them, thus research is an
essential requirement for life - - for a good life for that
matter!
N.L. Gage, on the other hand, defines research as
an activity aimed at increasing our power to understand,
predict and control events of a given kind. Several values
of research can be gleaned from this definition.
1. Research enables us to understand an event by
relating it logically to others.
2. It allows us to predict events by relating them
empirically to their antecedents in time.
3. Research ensures our control over events by
manipulating variables or situations.
There are other practical definitions of research.
You can adopt your own practical definition. One of the
more practical definitions can be formulated from the
words you can find in the exercise below. Try this simple
crossword puzzle for another definition.
Exercise. Read the definitions below, then identify the
word and write it in the numbered slots corresponding to
the number in the definition.

1 1
♦ ♦
2 2
♦ ♦ ♦ ♦ ♦
3 3
♦ ♦ ♦ ♦ ♦
4 4
♦ ♦ ♦ ♦
5 6
♦ ♦ ♦ ♦ ♦ ♦ ♦

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 7 8
♦ ♦ ♦ ♦ ♦

♦ ♦ ♦ ♦ ♦

♦ ♦ ♦ ♦ ♦
5
♦ ♦ ♦ ♦ ♦
6
♦ ♦ ♦

♦ ♦ ♦ ♦ ♦ ♦ ♦
7
♦ ♦ ♦ ♦ ♦ ♦ ♦
8
♦ ♦ ♦ ♦

Across
1. Step by step way of doing things
2. Utilize (progressive tense)
3. Looks for
4. A means of doing things
5. Preposition (_ _ my side)
6. Step by step way to do something
7. Relative pronoun (Move _ _ _ _ body)
8. Very important or useful
Down
1. The act of watching
2. Preposition (Lady _ _ Perpetual Help)
3. Responses
4. “Headaches”
5. _ _ _ _ (s) yes _ _ _ _ (s) no
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6. Correct or exact
7. Conjunction (Romeo _ _ _ Juliet)
8. _ _ _ _ (s) yes _ _ _ _ (s) no
While there have been many definitions of research,
it would be interesting to put the above words together to
offer your own practical definition of research.
Exercise. Using the words you have written in the
crosswords puzzle, try to put them together to formulate
your own workable definition of research. A space is
provided at the lower box for your own practical
definition of research.

Research is…

Writing Activity

PRAYER LIKE TELEPHONE

Each Sunday, the minister called the children to the

front of the church while he told them a story. One day,
he brought a telephone to better illustrate the idea of
prayer.

“You talk to people on the telephone and don’t see

them on the other end of the line, right?” he began. The
children nodded yes. “Well, talking to God is like talking
on the telephone. He’s on the other end, but you can’t
see Him. He’s listening though…”

Just then, a small boy stood up and asked, “What’s

the number?”
- Arthur Tonne
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Please answer the following questions:

1. Give your reaction to the statement: “talking to God is

like talking on the telephone. He’s on the other end,
but you can’t see Him. He’s listening though…”

2. Prayers do wonders. Have you had any significant

experience about your prayer? Please share your
most significant experience related to your prayer.

The Values of Research

When we do something, we give importance to it only

when we realize the value of what we do. What really is
the value or importance of research?

The following values show the importance of research:

1. Research is a scientific approach to solve

problems. Research allows a step-by-step process
of solving problems. The procedures used in
research give us a systematic way of identifying
solutions to problems.

2. Research offers accurate answers to crucial

questions or problems. Because the approach
used in research is systematic, the answers that
are provided by research are almost always
correct.

3. Research allows us to explore the unexplored

aspects of life. It allows us to be more in control
of the situation instead of the situation
controlling us. Thus, research encourages people
to think and act beyond the ordinary things;
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 consequently we are able to discover more
opportunities, e.g. computers, audio-video
systems, exploration of outer space, etc.

4. Research is a means to verify/validate

theories. Theories are speculations or hypotheses
and therefore not definite answers to
problems/questions. But research affords the
means to prove or to disprove the theories.

5. Research offers opportunities to formulate

new theories/principles. In the process of
verifying theories, research is able to produce new
theories and generally accepted truths about a
problem or issue.

Exercise. Study the following situations. Some values of

research can be deduced from the situations. On the
blank after the item, put the number/s corresponding to
the values of research that were discussed above.

_______1. Alibunan is a beautiful, rural but

developing community at the foot of a mountain. The
problems that beset the people made them meet and
decide to conduct a simple survey of the problems of
the barangay. Then, the people analyzed the results of
the survey, prioritized their problems, and identified
the solutions and strategies to solve their problems.
Finally, they organized themselves into committees to
plan and implement projects in response to the
problems.

_______2. Cheating has been a perennial problem in

school A. The teachers suspected that students may be
doing this because they may not have studied their
lessons at home. Furthermore, it was theorized that
students must have been doing other chores given by
their parents to the extent of neglecting their studies.
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The teachers decided to conduct a survey of what
students do after school. Consequently, it was found
out that 90% of the students were children of market
vendors and that they helped their parents in selling
after school.

_______3. The survey conducted above did not only

confirm the suspicion of the teachers but also made
them aware that parents consider their children’s
studies secondary. It was discovered moreover, that for
the parents, asking their children to help them sell is a
more preferable task than studying.

_______4. Drugs and alcoholism have been rampant

in barangay Tabon. The community got alarmed by the
problem and started studying the nature of the drug
users and their activities. It was noted that the drug
users were mostly teenagers who were idle. The
leaders decided to organize a youth club and
sponsored interesting activities for the youth. As a
result, drug and alcohol-related problems were
significantly reduced.

_______5. The prices of oil products have been out of

control. It has increased at least fourteen times since
three years ago. Private and government experts
studied the world situation. They noted that the value
of the dollar affects the prices of oil products.
Incidentally, the value of the dollar is also out of
control; thus, making the price of oil products also
unpredictable. The experts discovered a cheap way of
extracting energy from sunlight. Consequently, electric
power was packed out of the rays of the sun and made
a source of electricity.

_______6. Food has been very scarce in the country.

This is very ironic considering that the Philippines is
an agricultural country. A food agency made a survey
of food eaten across the regions and found out that
some food that are being eaten in the Luzon region are
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not being eaten in the Visayas region and vice-versa.
Thus, the agency developed a pamphlet presenting the
various foods that are eaten in the different regions of
the country as well as the nutrients they contain. As a
result, people started to adopt the food eaten in the
different regions. This reduced the problem related to
scarcity of foods and malnutrition in the country.

_______7. The Philippines has a shortage of rice. The

situation is brought about by many factors: the
unfavorable climate, lack of irrigation facilities, lack of
land for rice farming and lack of motivation of farmers
to work in their farm due to low prices of rice. Experts
also noted that a significant factor in the shortage of
rice is the fact that it takes quite a long time to be able
to harvest rice. So they studied the different varieties of
rice, did a cross-breeding and developed a variety of
rice which only takes 30 days to harvest.

_______8. Flash floods have been common occurrence

in the different parts of the country. Thousands of
people have been victimized due to sudden floods that
would inundate villages. The flooding has been
accounted to the massive deforestation of mountains.
While the government has spent billions of pesos of
taxpayers money for reforestation, nothing much has
been accomplished. The government decided to
encourage people - - professionals, businessmen,
students, laborers and government officials to plant
and take care of at least 12 trees a year. Because of
this, the mountains have been reforested and flooding
has been controlled.

_______9. Garbage has been scattering all around the

community. This has caused various kinds of diseases.
Community leaders decided to look for measures to
manage the garbage problem. They studied the
methods of garbage management in different
countries, got the best practices from them and
matched these with the culture of Filipinos. Eventually
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garbage segregation, recycling and production of
fertilizers out of the garbage were done. Henceforth,
the community became clean and beautiful.

_______10. The coral reefs have been destroyed due to

dynamite fishing. In the meantime, so many used
tires have been scattering around and in fact were
eyesores to the people living in the neighborhood. The
community studied what to do to rebuild the destroyed
coral reefs. Meanwhile, they also have to solve the
problems of garbage in the form of used tires that were
scattering around. The community had a
brainstorming-discussion on what to do to solve the
two very pressing problems. Somebody theorized that
the problem of destruction of the coral reef may be
solved by putting similar artificial objects as substitute
where the fishes can live. Eventually, the community
decided to gather all the used tires tied them together
and submerged these tires into the water as artificial
coral reefs. The people were able to solve two problems
i.e., destruction of coral reef and garbage all at the
same time.

Two General Types of Research Studies

Any research or study for that matter begins with

a problem or a question. While some problems may
lead to a definite solution, a number of them may not.
Other research problems may rather have indirect
answers. For instance, a study of the process of water
purification can lead to a definite answer. On the other
hand, if the research problem is about “can AIDS be
acquired from indirect sources such as drinking
glasses?” This problem may require indirect answers
and thus lead to many possible answers. So the
student can give answers coming both from evidence
taken from primary and secondary research studies.

Primary Research

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 Primary research can be done by way of gathering
data through recording and analyzing the behavior of
certain subjects. Hanson (1996) associates primary
research or field research with what scientists do –
observations, surveys, experiments and interviews.

Secondary Research

Secondary research, on the other hand, is

conducted by reading magazine articles and books. It is
the type of research that you do when you gather data
from books, which you can use in answering questions
or problems. This is secondary research because it is
based on other author’s research studies. Information
technology has made secondary research very easy and
quick with the availability of the Internet. Moreover,
some organizations and offices have their own libraries,
which can be good sources of secondary research.

Field Research

Field research is a kind of primary research,

which may include surveys, observations, interviews and
experiments. Old newspapers, letters, and magazines
may be good sources of primary research. The researcher
writing a primary research can begin his task from
secondary research. This is so because the researcher
first establishes what has already been discovered about
the topic. Eventually, the study graduates to primary
research by interpreting observations, surveys and
interviews done by the researcher.

Reading Activity

WINNER AND LOSERS

The Winner – is always a part of the answer.
The Loser – is always a part of the problem.
The Winner – always has a program.
The Loser – always has an excuse.
The Winner – says: ‘Let me do it for you.”
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The Loser – sees a problem in every answer.
The Winner – sees a green near every sand trap.
The Loser – sees two or three sand traps near every
green.
The Winner – says, “It may be difficult but it’s possible.”
The Loser – says, ‘It may be possible but it’s too difficult.”

- Time Talks.

Please answer the following questions.

1. Do you like the poem? Why?

2. Which would you prefer, being a winner or a loser?

Why?
3. There are many other characteristics of a winner and
a loser, discuss these with your seat mate then using
the space below, try adding a few more lines to the
poem. Be ready to report your additional poem.

Different Types of Research Papers

At times, you would be required to read a book,

prepare a summary and a presentation on a particular
topic. This report can be considered a research paper.
There are many types of research papers, which are
important to students and future professionals like you.

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 There are at least three types of research papers
according to Hanson (1996): the report, synthesis or
survey and argument papers.

1. The report
A report is a written and oral account about a
particular topic or subject that was assigned to you. It is
considered one type of research because it requires data
gathering from books, Internet, interviews and other
sources, putting the data together, analyzing them and
drawing conclusions from the data that you have
gathered. This is finally presented to the class or in a
conference.
2. The synthesis or survey
Synthesis as defined by Webster, is the process of
combining separate elements of thought into a whole. To
synthesize, you put together and relate the important
concepts with each other. Bloom went a little bit farther
from this definition. He believes that synthesis is not
only relating the concepts with each other, but also
creating something new out of the concepts you have
studied. For instance, if you are studying fruits in your
science subject, you would not merely memorize the
scientific names and the types of fruits and relate them
with each other but you can go beyond the lesson by
developing a new variety or better kind of fruit.
3. Argument papers
Argument papers can also be considered a
research paper because it requires defending a stance as
regards an issue and convincing others that your
position/opinion is valid. When you defend an opinion or
a stance about a particular issue, certainly you have to

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gather data, interpret them and draw your conclusions.
Thus the steps you follow is really research.
4. Reaction papers
Reaction papers are similar to argument papers
but they are more of a summary of a chapter/topic then
followed by the writer’s opinion/position about the topic.
The writer’s opinion is developed based on interpretation
of data then on a formulated conclusion.

The Process of Writing a Research Paper

While other countries have benefited so much
from and in fact became progressive because of research,
it is quite unfortunate that so many Filipino students
abhor or dislike research - - maybe because we think
research is a difficult task or maybe because we are not
familiar with how to do research. However, if you follow
the steps below, you will find that research is not, after
all, an impossible task to do. Here are the stages that
you can follow to help make research easy for you.
1. Study your reader, your topic and your purpose. The
type of reader and your purpose will give you ideas on
the style of your write up and direction in the
procedures you are going to follow in your research.
2. Get a topic that is interesting to you and your target
reader. Choose a relevant topic that is related to your
area of interest and specialization. A relevant topic is
one that helps solve a problem or develop the
community.

3. Limit your topic - - a broad topic may be difficult and

too lengthy to manage. Furthermore, a broad topic
may not allow you to focus your research and thus
lead to a superficial study on the topic. For instance,
you may be interested to study about computer
games. The topic computer games may be too broad
since there are so many computer games. So you can
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 focus your efforts to a more specific topic like “effects
of commando games”.

4. Gather information from magazines, journals,

encyclopedias, books, the Internet and other sources.
Maintain notes on the important information you
have gathered from your sources. You may either
summarize or quote the relevant information you got.
Remember to write the publication data such as the
name of the author, the title of the book, the title of
the article, the name of the magazine or journals, the
place and date of publication and the number of the
page. You will need these pieces of information to
acknowledge your sources of data. A stack of index
cards can be a handy tool for this task. You may
transfer these notes to a computer as soon as you
can.

5. Write the outline of your research. Your outline is like

a blueprint or the plan for a house. It is also like the
skeleton of your paper. Your outline will be very
helpful when you are in the actual writing stage
because it will give you easy directions to follow.

6. Eventually, put the “flesh” on this skeleton by

explaining, illustrating, giving examples, enumerating
details and other ways of developing the paragraph.

7. Review your research paper and edit/revise the

errors. There is no substitute for a perfect and
flawless research paper. Remember, your paper is a
reflection of the kind of person you are. So give time
to review, edit and revise it if needed.

Exercise

A. The various situations below describe the nature

of communities. It is said that a relevant topic is
one that can help solve a problem or develop a
community.
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 B. Study the specific situations below, then practice
choosing, which among the enumerated topics
under the situation is the most relevant one.

1. The community gets easily flooded.

a.) Corruption of local leaders
b.) Flood control measures
c.) How the Department of Public Works and
Highways should improve its services

2. People in the community talk with each other from

sunrise to sun down.
a.) How to make people productive
b.) The values of rural folks
c.) The laziness of Filipinos
3. Barangay officials are unskilled community leaders.
a.) Vote buying
b.) Developing leadership skills of local officials
c.) How to encourage local officials to enroll in school

4. So much land is left idle and unproductive.

a.) Improving agricultural productivity
b.) Irrigating the land
c.) Using animal manure as fertilizer

5. Many people die yearly because of lack of preparation

for the flash flood.

a.) Improving the plaza

b.) Improving disaster preparedness
c.) Putting up evacuation centers

6. Many tricycle drivers are rude.

a.) Educating the tricycle drivers

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 b.) Organizing a cooperative
c.) Making the tricycle drivers more respectful

7. About 60 percent of the children are malnourished.

a.) Nutritious food that can be produced by the

community
b.) Teaching parents to feed their children
c.) A multi-disciplinary approach against
malnutrition

8. Garbage is scattering around the town.

a.) Effective garbage management for the town

b.) Recycling garbage
c.) The town officials are all garbage

9. Criminality is increasing.

a.) The cause of criminality

b.) Drugs and criminality
c.) The cause and solutions of crime

10. Violence in mass media.

a.) How to stop violence on TV
b.) The culture of violence
c.) How to use mass media to stop violence

Exercise

A. Study the following research paper.

B. On the space after the research paper, write an

analysis/critique on the following:

1. word use/diction
2. sentence unity, coherence and emphasis
3. paragraph development
157
 Technology: A Boon or Bane

The Problem and its Background

Technology is a powerful engine that drives

economic growth. It makes possible new products, more
efficient method of production, and greater
environmental protection, which inevitably lead to new
high-skills and high-wage jobs. Technological innovation
is an essential ingredient for economic success.

The world must start with a strong commitment to

continuing basic research and development and with
investment in new technology that will lead us into the
21st century. We must recognize the strength and
potential of scientific and technological resources to
change and improve the quality of our lives.

Part of our responsibility in implementing a

successful technology initiative will be to make sure that
we can use all the data provided by the national
information infrastructure. High-speed networks and
digital libraries will give us access to infinite amounts of
information. Researchers are developing ways to help us
distill this information into useful form. And then, with
lots of help from the human brain, we can transform that
information into wisdom. Technology will transform our
lives in thousands of ways we can count today and
thousands more we can only imagine for tomorrow.

Findings

Technology: Take It With You

Time was, when a low-tech instamatic camera was

the only tool a traveler needed to pack. But today’s
travelers, both for business and leisure, cannot bear to
leave home without a high-tech array of communications
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gadgetry, from cell phones to laptops and minicams.
Electronics are hip and have become an essential part of
our travel wardrobe. Phones are ringing on the beach,
and the bluish glow from laptop screens competes with
the shimmering blue of hotel pools at night.

Worldly Conversation

Travelers have always dreamed of a world phone--a

portable device that works equally well in Caracas and
Katmandu. In February, Nokia, the world’s leading cell-
phone maker, unveiled its first world phone, the Nokia
8890. It works in five continents (Europe, Asia, Africa,
Australia and the Americas) and 144 countries.
According to the Travel Industry World Yearbook, more
than 40 million people travel between the Americas,
Europe and Asia every year, and more than 30 per cent
of those travelers do so for business. For them the 8890
offers dual-band GSM service (at GSM 900 and 1900
MHz) that’s no- buttons- to- push automatic- it finds the
local network for you. At 3.2 ounces (91 grams), the
matte- aluminum-finished 8890 is one of the smallest
and most stylish phones ever made by Nokia- a definite
plus for image- conscious world travelers.

GSM was in the spotlight this summer when U.S. –

based Voice Stream Wireless inked an agreement with
Deutsche Telekom, Europe’s largest telecommunications
company, to form the first wireless operator utilizing the
GSM standard worldwide. The goals are to accelerate the
introduction of next-generation wireless voice and data
service, such as mobile Internet and multimedia
applications, and to provide seamless global services over
a common technology platform, including global roaming
and worldwide customer service.

Packing Music

For travelers who can’t leave their Web music – or

their spoken-word audio downloads behind, the latest
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toy of choice is the Philips SA 107 RUSH digital audio
player. The new 64-megabytes version can store
approximately two full hours of high-quality digital stereo
music. In addition to doubling the memory capacity of
the previous unit, the SA107 adds a USB port for easy
connectivity to most new computers. The advantage of
digital audio players is that they’re solid state--meaning
that skips are eliminated. They’re also tiny: RUSH is
under three inches square and less than one inch deep.

Wireless Internet Access

Palm, Inc., the world’s leading provider of handheld

computers, announced the launch of the Palm Mobile
Internet Kit in June. The kit allows users with cell
phones (or Palm-compatible moderns) to connect their
palm wirelessly to the Internet. Now the entire family of
palm can be retrofitted to add Internet access. That
means Palm users can send and receive e-mail directly
via their PDA’s, send SMS (short messaging service)
messages, as well as utilize WAP, or Wireless Application
Protocol, used in the latest mobile phones to access the
Web. For anyone who has tried to tap out an e-mail on
the tiny keyboards of a cell phone, the ability to compose
messages on a PDA is a great leap forward.

Sooner the End of Chores – Coming Soon: the Robots

Robots have long been a staple of the imagined
future, and they’re already at work in factories – but so
far none have made their way into our homes. That may
start to change during the next decade. By 2005,
predicts Hans Moravecs of Carnegie Mellon’s Robotics
Institute, the first affordable, mass-produced mobile
robots will appear. These will be small and devoted to
simple tasks like vacuuming and lawn mowing.

The second decade of the 21st century will see

human-size, ultra light utility robots with one arm that
can perform many simple jobs. By 2020, robots will be
160
able to learn and make choices-no need for
reprogramming. By 2030, robots will be able to
anticipate outcomes by constantly running simulations.
These robots will also understand emotions and predict
their own effect on people. There’s no reason to doubt,
says Moravec, that by mid-century, robots will be
intellectual.

A Home in the Future

The home of the future will be a cathedral to the

idea of networked convenience. PC-style devices will
smoothly, automatically control your heating and
lighting while sound and pictures will be streamed into
the house via broad band Internet connection. In the
future, few people will buy music on CD’s or films on
DVD. Why bother when you can access your desired
form of entertainment via the menu displayed on your
flat, wall-hanging plasma TV screen?

Voice-recognition technology will become

ubiquitous. People will think nothing of talking to
various appliances around their home. Microwave-based
vending machines in the kitchen will allow Techies to
request “Tea, Earl Grey, hot,” without any sense of irony.

During 2000, we have learned that hard drive-based

personal video services such as TiVo can record specific
programs for their owners via a simple “preference
engine”. In the near future, such preference engines will
be integrated to our domestic servers, creating a “smart
home” that not only knows which temperature you prefer
at a particular time of year, but also which light levels
should be provided in certain rooms and which music
should be piped into different locales at different times of
the day.

It could be common place for this smart house to

“recognize” its owner through Bluetooth-enabled ID
bracelets/tags or coded pocket PC’s. Expect your future
161
house to personally greet you with a cheery “Welcome
home, Dave,” then the front door is opened. This might
just as easily be a screamed “Danger, Will Robinson!”
warning if an unauthorized intruder breaks in. In such
an instance our smart house could not only shut itself
down, trapping the interloper, but also dial out for police
assistance at the same time. Perhaps the hapless
intruder would be savaged by a resident robot guard dog!

Certainly, within 10 years, average people can count

a robot as part of the family. To see what such a creation
might offer we need only to look to Sony’s
groundbreaking robo-pooch, AIBO (that’s Japanese for
friend or companion). Already in its second-generation,
the AIBO has become more sophisticated and interactive.

Amanda Behrend, public-relations manager for

SONY UK, says “One of the big innovations on our
second generation AIBO is voice recognition. When the
robot reaches the child stage, it requests a name, which
it will then respond to. It has a vocabulary of 50 words
which it can recognize, including sit, dance, play ball. Its
ears move around, which adds to the number of
expressions it has, and it has more sensors than before.
Additional sensors in the head allow it to recognize if it is
being stroked or tickled under its chin.”

Perhaps the most significant refinement is the

inclusion of a video camera in its eye. This camera can
grab low-resolution images that can be saved to a
memory stick device, which can then be read by a
computer.

This imaging ability will evolve rapidly. Within the

next decade your robotic pet could also double as your
digital camera, relieving you of the need to take pictures
altogether. And there’s no real reason your robotic,
picture-snappin’ pal should look like a dog. It could just
as easily resemble a small, two-legged human: a photo-
pal, if you will.
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 And in the house of the future, don’t expect to
spend hours sitting at a PC workstation. Much of the
functionality of the traditional PC will migrate to hand
held computers that will be part PC, part mobile phone
and all secret-agent chic.

Says Roger Kermisch, general manager of

Handspring International, in the very near future, the
traditional PDA will evolve from pocket organizer to
personal communicator. You will be able to talk to
someone and even to see him through your hand held
unit. Soon, there will be more connections to the Internet
from hand helds than there will be from PC’s. And when
wireless broadband and affordable wireless service
arrive, you will be able to deliver movie on the video, to
provide the type of capabilities you only see in James
Bond movies today.

Giving Robots the Sense of Touch That Humans Have

Allison Okamura wants to give robots the gift of

touch. To do this, Okamura, who has just joined The
Johns Hopkins University’s engineering faculty, is setting
up the school’s first laboratory dedicated to the cutting-
edge field of robotic haptic exploration. “‘Haptic’ means
anything related to the sense of touch”, Okamura says.
“One part of my work involves robotic fingers. I program
them to explore unknown environments and give them
tactile sensing and force sensing. I try to emulate the
human ability to manipulate, touch and explore.”

Her work is a part of a larger effort to create more

sophisticated machines to take over tasks that are too
dangerous, too tedious or too difficult for humans.

To achieve this goal, many researchers are working

on systems that give robots “eyes” to identify objects and
avoid obstacles. But Okamura is one of the few engineers
trying to replicate the sense of touch.
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 “Vision is obviously very important”, she says. “But
if you can imagine going through life only seeing things
but never being able to touch them, it’s obvious that
touch is also very important. “Touch’ is also something
that’s very difficult to get robots to do. Vision is a passive
sense; you can look at something without affecting it.
But in order to touch something, the robot has to
interact with the object and manipulate it”.

Though robots with a sense of touch may be

difficult to build, they could produce important payoffs.
For salvage operations and scientific expeditions, the
U.S. Navy wants robots that could run their fingers along
objects resting on the floor of an ocean.

NASA is interested in robotic hands that could

transmit information about the strength and texture of
rocks on other planets.

Here on Earth, surgical robots with a fine sense of

touch could “feel” the difference between a blood vessel
and a bone. At Johns Hopkins, Okamura plans to work
with engineers and physicians who have established a
center devoted to the use of robots and computers in
medicine.

Okamura received her doctorate in mechanical

engineering from Stanford University shortly before she
joined Johns Hopkins as an assistant professor of
mechanical engineering.
As a graduate student, she worked on a robot
equipped with two soft fingertips made of rubber-coated
foam. Tiny nibs on the rubber coverings behaved like the
skins of human fingers, helping the robot sense and
grasp unfamiliar objects.

Using specialized tactile sensors and control

methods, these robotic fingers explored objects to gather
164
information about surface properties such as cracks,
ridges and textures.

In her new laboratory at Johns Hopkins, Okamura

plans to build on this research and develop a new robotic
finger with a sphere at the tip, capable of rotating like a
paint roller.

“A sphere like this could move all over a surface,”

she says. “It would be excellent for exploration. I’m
hoping to build a system that can recognize features first
on a hard surface and later on a soft surface, which is
more difficult.”

Her new Haptic Exploration Laboratory will also

focus on a related field: using computers and a specially
constructed joystick, stylus or glove to transmit sensory
information to human hands.

Such haptic interfaces allow users to “feel” objects

that exist in a virtual environment. For example, if a user
bumps into a tree, or kicks a soccer ball within a
computer-generated world, the joystick vibrates or
provides force feedback to make the cyber-encounter feel
real.

Haptic interfaces like this can add entertaining new

dimensions to computer games or educational programs.
But Okamura says this technology also could help a
surgeon practice a delicate operation without risk to a
human patient. Similarly, it could allow a geologist on
Earth to “feel” the texture of boulder discovered by a
robotic exploration device on Mars.
For her laboratory, Okamura recently acquired an
experimental 3GM haptic interface from the San Jose-
based Immersion Corp. The device, which Okamura
helped develop at Immersion, has a stylus that allows
the user to “feel” three-dimensional objects in a virtual

165
environment. She plans to write new software for the
device so that it can be used for medical applications.

Perfecting the mechanical devices and software

needed to simulate the human sense of touch is a
challenge that could take decades, but Okamura is a
eager to conduct some of the basic research.

“Human beings, obviously, have amazing tactile

sensing ability,” she says. “What we’ve done so far with
robots doesn’t even come close. There’s a lot of work to
be done.”

Running on Fuel Cells

Soaring gasoline prices are no big deal. The real

push for the greener cars is from the lawmakers –
especially in California, where the Zero Emissions
Mandate requires that by 2003, 10 percent of all cars
sold will be pollution-free. To meet the standard, the
auto industry is betting on a new power source:
hydrogen fuel cells. In theory, you can get limitless
hydrogen from sea water using solar power. And when
you burn it, you get energy and plain water – nothing
else. In recent years, car makers and oil companies have
spent billions of dollars learning to make the cells
cheaper and more efficient.
Now the first cell-powered prototype cars are finally
appearing. The pacesetter for the Sydney Games
marathon was Opel’s Hydrogen 1 prototype. BMW has
built a test fleet of 15 hydrogen – powered 7-Series
vehicles. General Motors Chairman Harry Pearce calls
the fuel cells Precept, unveiled in January, his “baby”.
Mercedes-Benz says it will start producing a hydrogen-
fueled car in 2004. By January, Ford expects to give
California regulators a test model of its five-passenger
P2000, with a 280-volt electronic motor that can power
the car from zero to 60 in 10 seconds.

166
 The technology is still far from your driveway.
There’s only one public hydrogen filling station in the
world, in a corner of Munich’s airport. The stuff will cost
about $32 a gallon until production ramps up. Safety is
a concern--remembering the Hindenburg? Still industry
experts say half the new cars in the world might run on
hydrogen by 2020. “Everyone is buying a ticket to the
lottery,” says Paul Everitt, chief economist at the Society
of Motor Manufacturers and Traders. “Whoever wins will
win big time.” It’s a clean job – and somebody’s got to do
it.

What Made Inventions Mushroom

But how do new gadgets, hi-tech toys, phones,
household appliances and other such new inventions
came into being?
Considering the greatest invention ever made during
the 20th century, the information super highway – or
better known as the Internet, made the above mentioned
items possibly true than just being gadgets of James
Bond movies or other science-fiction stories.

How the Internet Contributed to Newer Inventions

New ideas do not form in a vacuum. Just as
innovation feeds technology, information feeds
innovation. Scientists and engineers have always relied
on the work of their colleagues to educate themselves
and create new ideas. They combine their colleagues’
data and techniques, analyze and examine theories,
compare and contrast information in an effort to make
new discoveries.
As scientific enterprise becomes even larger and
more complex, individual researchers cannot keep pace
with the flood of information from laboratories around
the world, if it were not made easy by the utilization of
the Internet.

167
 For example, high-speed networks like Internet are
allowing researchers to collaborate with their colleagues
throughout the country as easily as if they were in the
same building. These networks are enabling scientists
and engineers to create “co-laboratories” – virtual
laboratories in which researchers linked by computers
can share data, images, and new ideas. Brainstorming
electronically with colleagues, scientists and engineers,
among others, will be able to develop ideas into new
technologies much more rapidly than they could on their
own.

Conclusion

Most people who end up inventing something, do it

primarily as a part of a solution to a problem within a
system. There are still some people who limit their
thinking to the extent that they are occupied with why
we cannot do something rather than why we can.

Inventions arise from the personal efforts of

individuals. Most inventions are due to perseverance.

New technology can assist doctors and teachers,

allowing them to reach more people and provide better
services.

Technology provides companies and factories with

the competitive edge they need to innovate faster and
manufacture better.

Technology allows faster communication, and

allows users to teleconference with friends and business
associates around the world.

Rapid emerging technology could lead to a

fundamental shift in the way we safeguard human
needs.

168
 This technological potential comes packaged with
significant dangers. Technology will empower people but
it could also be used against people. Without the proper
safeguards in place, possibilities will abound for coercive
monitoring, job discrimination, and violation of privacy.

Science has far reaching effects that are often

unattended, unanticipated, and unaddressed. We are
placing ourselves in a position described by Ralph Waldo
Emerson one hundred years ago when he wrote: “We
learn about geology the day after the earthquake.”

Write your analysis/critique in the space that follows.

Technology: A Boon or Bane

1. word use/diction

2. sentence unity, coherence and emphasis

3. paragraph development

169
Time-Saving Tips to Do Research
In your excitement or anxiety about your research,
it is possible to lose your focus and thus do so much
readings that may not really be needed in relation to
your topic. Thus, you may have read and gathered so
much data before you realize that they do not really serve
your purpose.
Aside from the tips in writing a research paper,
some pointers from R. Hanson (Writing Successfully)
below will help you use your time wisely and efficiently:
1. Before borrowing a book from the library, read its
preface and introduction and review the table of
contents and index. Three important information
can be derived from them:
a) if the book has information related to your
research;
b) if it is related, what chapters of the book will
you read, instead of reading the entire book
(though you should never miss the opening
and closing chapters for an overall view); and
c) what specific biases an author has toward the
subjects.
2. An abstract at the beginning of the essay, in the
table of contents, or at the end of the issue, is
featured in a number of scholarly journal articles.
The abstract is a summary of the article in one
paragraph; review it to assess if the whole article
is relevant for your research. If you decide to copy
the article, don’t forget to note all the important
information about the article and the journal i.e.,
title of the article, name of author, page number,
name of journal, volume number, and year it was
published. These pieces of information are needed
when you cite sources in your research paper.

170
3. After locating the first books and articles that are
relevant to your subject, review their
bibliographies, they can be helpful to find other
books and articles that you may need in your
research.

4. You don’t really need to read the entire book to get

the information that you need. Just read the part
that is relevant to your topic.

5. Check that the articles and books you use from

outside sources are:

a) authoritative – meaning that the writer has

gained reputation in the field and that other
authorities have not disputed his or her ideas;
and

b) relevant – that the writer’s views are

significantly related to your research.

6. Review the card catalogues and periodical indexes

to locate relevant books and articles. The card
catalogue can quickly lead you to the books that
you need for your research. For instance, if your
research is about computers, you can easily get
your materials by opening the title section of the
catalogue, then you can locate your topic from the
alphabetically arranged titles. If you know the
author of the book you are looking for, you can
locate that from the author section of the card
catalogue. A number of libraries have installed an
on-line public access catalogue (OPAC) where you
can very quickly locate the topic or the book you
need through the computer.

7. Review important books and articles, always

jotting down important information, summarizing,
quoting and paraphrasing. List the complete
171
 bibliographical information about the articles and
books in your notes.

8. While reading you can already focus or limit your

subject. A quick focus and narrowing down of
your subject allows you to move fast from general
to specific articles and books on your specific
topic. After or while you are studying your topic,
learning its main ideas and major concerns, free
write a list of possible specific subtopics. Don’t
treat broad subjects haphazardly; since you will
be writing a short paper, only a focused or a
properly limited topic can be treated in depth,
considering the limited time you allot for the
research.

9. Determine if you need to interview a person who

can provide you relevant information. At times,
first hand information about a topic may be
helpful i.e., from another researcher or a
professor, or a person who works at a job related
to your topic.

10. Review your notes and index cards and write a

draft of the essay using the proper documentation
form.

Suggestions to Make Writing Easy

While there were tips on how to do your research

the easy way, Rubin et. al. (Communication Research:
Strategies and Sources) offers the following suggestions
that can further help you make your tasks easier.

1. Use a formal style and language. Research papers are

generally written in the third person, not in the first
person. For example, instead of writing “I observed
that…” you can write: “The researcher observed
that…” Some scholarly journals tend to be quite
liberal in or allow the use of the first person. Slang
172
 and other informal language is not encouraged when
writing a research report.

2. Avoid jargons. Jargons are words that are peculiar or

known only to a profession or occupation e.g., for
computer professionals the term CPU may be easily
understandable, however, the term may not be
quickly understood by people who are not in the
profession. Thus, use words, which can be
understood easily by your readers.

3. Avoid language that may be prejudiced toward a

group, culture or sex. There is language that judge
and which may hurt other people. An example of this
is saying that a particular race is bad.

4. Be as concise as possible. Avoid being wordy. Use

expressions that are direct to the point.

5. Say what you mean and mean what you say. It is not
safe to assume that your readers know the topic just
because you are familiar with it. It is good to start by
thinking that your readers know little about your
subject.

6. Shift from one part of your research paper to the next

in as natural a manner as possible. Transition
sentences or conjunctions such as however,
nonetheless, but, on the other hand, are few
examples of frequently used conjunctions that may be
helpful in moving from one section to the next
section. If the previous section of your research is
long, it may be helpful to provide a brief summary of
the last section as an introduction to the next section.

7. Be extra careful with your grammar and spelling.

Review you work for possible errors and revise it.

How to Quote Sources, Summarize and Paraphrase

173
 The research you will do needs to be based on many
sources like other author’s ideas - - that is a common
practice and in fact encouraged. However, in your
research paper, if you use information that you borrowed
– information that is not yours originally – you need to
give credit to the source; otherwise, you will be liable for
plagiarism or simply put, the crime of copying other
author’s work without giving the proper
acknowledgment. So what will you do you to include
quotations and other author’s ideas into your research
paper? Here are some suggestions that can guide you.

Citing Quotations

Using quotations is more effective under the following

conditions:

1. If you use the testimony of an authority as proof for

your statement and the original words are more
powerful and accurate than you can paraphrase
them.

2. If the meaning of the original may be lost if you

express it in your own words.

3. If your ideas contradict your source and you want to

be accurate in expressing what you are opposed to.

How to Cite Quotations

Many methods can be adopted in citing quotations:

1. By using a colon: N. Murray Butler notes: “…is a

management guru”.

2. With the use of a comma: Ninoy Aquino stresses, “The

Filipinos are worth dying for”.
174
3. By using the word “that”. Goethe believes that it is
not doing the thing we like, but liking the thing we
have to do that makes life happy.

4. The quotation can be presented into two parts: “He

that can have patience” says Benjamin Franklin, “can
have what he will.”

Summarizing and Paraphrasing

A summary is a brief account of the main points of

a passage. On the other hand, paraphrasing is
expressing a passage in you own words.

Many writers use summary and paraphrase instead

of quoting the authors directly. Researchers who
summarize and paraphrase other writer’s ideas need to
acknowledge the author of the passage. To acknowledge
the source of a passage, the author’s name can be cited
in the paragraph then the page numbers in parentheses
can be placed at the end of the summary or paraphrase.
Another way is to end the quoted or summarized passage
writing the author’s last name with the page number in
parentheses.

Documentation Style

Several methods of documentation have been

adopted to write scholarly research studies. The following
techniques are the most commonly used types:

1. MLA – Modern Language Association style.

2. APA – American Psychological Association style.

Modern Language Association (MLA) Style

175
 At the end of the research paper, is a page entitled
Works Cited. Contained on a separate page, this section
enumerates, in alphabetical order, all books and articles
that were cited in the research paper either through
direct quotation, paraphrase or summary. Here are the
pointers in citing your sources:

1. Books

The proper arrangement for citing books should be

a) author (s),
b) title of the book,
c) edition number (if the book is not the first edition),
d) publication place,
e) name of publisher, and
f) publication date.

1.1. Books by One Author:

The basic order for citing books by one author

should be:

a) name of author: last name first, then the first

name, followed by a period.
b) title of the book, underscored and followed by a
period.
c) place of publication followed by a colon.
d) name of publisher followed by a comma.
e) year of publication followed by a period.

Castigador, Adlai. Wholistic Reading. Manila: J.P.

Ace Press, 2001.

1.2. Books Written by Two Authors:

The basic order for citing books by two authors

should be:
176
 a) name of the first author: last name first then the
initial of the first name followed by a period.
b) name of the second author: the initial of the first
name, then the last name followed by a period.
c) title of the book, underscored and followed by a
period.
d) the number of edition, followed by period.
e) place of publication followed by a colon.
f) name of publisher followed by a comma.
g) year of publication followed by a period.

Example:

Bucu L.C. and Castigador, A.C. Self-Instructional

Modules in Communication Skills I. Manila: Blue
Angel Printing Press, 2001.

1.3. Books Written by Three Authors:

In citing books that have three authors, the

following steps may be observed:

a) write the name of the first author, a comma and

finally et al.
b) title of the book, underscored and followed by a
period.
c) the number of edition, followed by a period.
d) place of publication followed by a colon.
e) name of publisher followed by a comma.
f) year of publication followed by a period.

Example:

Vicente, C, et al. Technical Writing. Manila:

Technology Supply Inc., 1999.

2. Encyclopedias
177
 For encyclopedias, observe the following:

a) write the name of the topic first in quotations,

followed by a period.
b) then the name of the encyclopedia, underscored
followed by a period.
c) year of publication, followed by a period.

Example:

“The Pentagon.” Collier’s Encyclopedia. 1988 ed.

“Industry.” Encyclopedia Americana. 2000 ed.

3. Articles from Magazines

For articles that you cite, the following order may be

observed:

a) name of author (last name first then the first

name, followed by a period).
b) title of the article, (written with quotation marks
followed by a period).
c) name of magazine, underscored
d) number of volume.
e) month and year of publication (in parentheses)
with a colon thereafter; and
f) page number of the article followed by a period.

Example:

Concepcion, Juan “Unexpected Success Stories.” The

Extraordinary Journal. 108, (October 2001): 88.

4. Documenting an Article from a Daily Newspaper

178
 The following pointers illustrate the order for
documentation of an article from a daily newspaper.

a) name of author (last name, then the first name

followed by a period).
b) title of the news item, (written with quotation
marks and a period thereafter).
c) name of the newspaper (underscored, followed by
a comma)
d) date of publication (date, month and year) with a
colon thereafter; and
e) page number of the article followed by a period.

Example:

Sy, Alex. “The Philippines: A Topnotch Economy.” The

Philippine Daily Investigator, 8 September 2001: A 8.

5. Documenting Interviews

You can follow the pointers below to document

interviews:

a) name of respondent/interviewee
b) indicate that it is a personal interview
c) date of interview (date, month and year) with a
period thereafter
Example:
Salonga, Lani, Personal Interview. 8 August 2000.

APA (American Psychological Association) Style

There are three important differences between the
APA and MLA styles when citing quotations, summaries
or paraphrases:
1. The APA style puts the date of publication in the
sentence.
Santos, Eustaquio (2000) believes:
179
2. In the APA technique, “p” is used to refer the page
numbers:
Norman Vincent Peale (1988) observes that a sure
cure for lack of confidence is the thought that God is
actually with you and helping you. (p. 8).
3. Only the initial letter in the first word of the title uses
a capital letter except for proper nouns and the word
after a colon.
The following documentation for books have been
observed using the APA style:
1. Books by One Author
The basic order for citing books should be:
a) author (s): last name first then the initial of the
first name.
b) date of publication in parentheses followed by a
period.
c) title (only the initial letter of the first word is in
capital, underscored and followed by a period).
d) number of edition (if the book is not the first
edition, in parentheses, followed by a period).
e) place of publication followed by a colon:
f) name of publisher followed by a period thereafter.

Example:
Castigador, A. (2001). Wholistic reading. Manila:
J.P. Ace Printing Press.

2. Books by Two Authors

The basic arrangement for citing books with two

authors should be:

180
 a) authors: last name first then the initial of the first
name.
b) year of publication in parentheses followed by a
period.
c) title (only the initial letter of the first word is in
capital, underscored).
d) number of edition (if the book is not the first
edition, in parentheses, followed by a period).
e) place of publication followed by a colon.
f) name of publisher followed by a period thereafter.
Example:
Bucu, L. and Castigador, A.C. (2001). Self-
instructional modules for communication arts I.
Manila: Blue Angel Printing Press.

3. Encyclopedias
For encyclopedias, observe the following:
a) write the name of the topic first, followed by a
period.
b) year of publication, in parentheses, followed by a
period.
c) then the name of the encyclopedia, underscored.
d) volume number, page numbers using the symbol
pp., in parentheses, followed by a period.
e) place of publication followed by a colon.
f) name of publisher followed by a period.

Example:
The Pentagon. (1988). Collier’s Encyclopedia (vol.
8, pp. 80-88). New York: Collier’s Encyclopedia.
4. Articles from Magazines
For a journal that starts with page 1 in every issue,
the following style may be used:
a) write the name of the author (last name then the
initial of the first name, followed by a period).
181
 b) month and year of publication, in parentheses
followed by a period.
c) title of the article with only the first letter of the
title in capital letter, followed by a period.
d) then name of the journal and the volume number,
underscored.
e) the page number followed by a period.

Example:
Concepcion, J. (2001). Unexpected success stories.
The Extraordinary Journal. 108, p. 88.

5. Documenting an Article from a Daily Newspaper

Citing articles from a daily newspaper may observe
the following order.
a) write the name of author (last name, then the
initial of the first name, followed by a period).
b) year of publication: year, month and the date, in
parentheses, followed by a period.
c) title of the article with only the first letter of the
title in capital letter, followed by a period.
d) the name of the journal, underscored.
e) the page number followed by a comma.
f) the volume number followed by a period.

Example:
Sy, A. (2001, September 8). The Philippines: a
topnotch economy. The Philippine Daily Investigator,
pp. A8, 8.
6. Interviews

In the latest APA style, interviews are not cited in

the works cited section but in the text itself. For
example:
R. A. Casty (personal interview, January 15, 2001)
noted that the pieces of evidence were damming.

182
 A. C. Cashe (2001, January 16). Midnight Debate.
(Channel 8) testified to the truth of the allegations
against the high government official.

Exercise

A. Prepare a table of comparison of the documentation

styles between the APA and MLA formats.

B. Use the following matrix for your comparison.

Variables APA Format MLA Format

1. Book by one
author

2. Book by two
authors

3. Encyclopedias

4. Articles

5. Article from a
daily newspaper

6. Interviews

Writing Activity
Religious Pictures
We grew up religious, but today’s kids don’t want
religion. They don’t want holy pictures or statues around
the house. But I tricked my kids… I hung a picture of the
183
twelve apostles in their room and I told them it was a
new rock group.
- Arthur Tonne

Please answer the following questions:

1. Do you agree with the statement: “today’s kids don’t
want religion.”

2. Try finishing the statement below. Write at least one

paragraph on the topic.

Religion is. . .

Elements of a Research Proposal

Generally speaking research studies are initiated

with a formal research proposal. The same format of
research proposals is observed. Moreover, the research
proposal is almost identical to the first three chapters of
the final research study, except for the fact that the
manuscript for the proposal is writtten in future tense.
For instance, in your research proposal, you could write
"the author will conduct a survey on ...", while in the final
research manuscript, it is expressed as "the author

184
conducted a survey on ...". (adopted from University
Mindanao research format)

1. Title page

Since your institution has a style manual, you can

follow the suggested format of the cover page.

2. Title - your title should reflect key words or phrases

that would show a clear and brief description of the
scope and nature of the study. The key words allow
your study to be indexed properly. Furthermore, the
following pointers could guide you:

a. major variables should be indicated

b. the nature of research should be reflected:

whether it is descriptive, correlational or
experimental

c. the target population should be made clear

d. avoid using expressions, such as:

"A Study of........”

"An Investigation of ........”

"A Survey of ........”

Example of a research title: "Correlation between the

rating in the board examination and the success of
graduates”

3. Table of contents – shows the contents of your

research paper.

4. Chapter 1 –The Problem and Its Setting

185
The background of the study – this section provides the
background and setting of the research for the following
purposes:

a. it puts the research problem in an appropriate

context;

b. it enables the readers to understand the basis for

the study;

c. it provides the justification for the study – the

researcher should be factual - statements,
opinions and points of view should be recorded
properly;

d. it allows a clear clue to the statement of the

problem;

e. it is your opportunity to convince your readers of

the need for the research. For purposes of
funding, capabilities and capacities of funding,
individuals and organizations could be featured in
this section.

5. Statement of the problem – The statement of the

problem is the focus of your research study. The
problem is stated in one sentence (supported by a
number of paragraphs to explain it). The following
tips could guide you in writing your statement of the
problem:

a. Your task here is to look for something that is

wrong, or an issue that needs to be addressed, or
prevailing concerns that appears not functional.

Your problem statement may look like this:

"The mismatch in the skills of graduates and the

requirements of industry results in their poor chances of
succeding in their careers."
186
 b. The statement of the problem may just be
expressed in one sentence, however, it has to be
supported by a few paragraphs that would explain
the problem. Here, you can present arguments
why the problem is important to your study. This
could be reinforced by citing the ideas of others
(government officials, professional experts, or
authors). Then, you can elaborate how the
problem relates to the industry and the
curriculum by presenting data that show the
scope and depth of the problem. Moreover, you
can give appealing and clear explanations of the
problem.

Exercise

Working with a partner, do the following:

A. Identify a research title of your interest on the

following topics:

1. problems of students

2. social issues in your community

3. issues in your studies

B. Prepare the Background of the Study, based on the

suggested contents above and write the reasons and
justifications for the research.

C. Be able to present and defend this to the class.

Congratulations for the good job!

Now let us proceed to the succeeding steps in preparing

your research proposal.

187
6. Objectives of the study – in descriptive research,
these are written after the statement of the problem.
The objectives indicate the following:

a. data to be collected;

b. clarify the link between the specific objectives

and hypotheses and related literature and
theory;

c. for a descriptive study, the objectives or research

questions can be used in this section;

d. for ex post facto or experimental studies, the

hypotheses must be formulated.

7. Definition of terms–important words should be

defined in the context where they will be used.
Operational definitions and dictionary definitions are
provided in this section. The suggestions that follow
could help you complete this section:

a. a list of definitions for words and ideas that have

significant meaning for the study should be
reflected.

b. the definition should present the term, the

classification where it belongs and the
characteristics or features that make it different
from the other categories in its class;

c. words, principles and ideas that are generally

understood do not need to be defined, e.g.,
educational institution, residents, mothers.

8. Limitations of the study – the limitations due to the

procedures of the study should be summarized;
while the limitations related to the procedures
should be presented in detail in this section.

188
9. Basic assumptions – are ideas, which are accepted
without thought of immediate proof or these may be
propositions for which no information could be
presented within the scope of the study.

Exercise

Based on the first task that you did, and still working
with your partner, do the following:

A. Formulate the objectives of the research study

B. Identify the important terms.

C. Prepare the definition of terms.

D. Write the limitations of the study

Congratulations, now you are ready for the next steps in

the process!

10. Review of Related Literature

a. this section presents tentative solutions to the

problem, or temporary answers to the questions
raised in the study.

b. here, you can present the theories, which are the

bases of the study.

c. this part provides the rationale for the hypotheses

and their variables.

d. this chapter is organized and presented in relation

to the specific objectives of the study.

e. research proposals usually do not cover a

comprehensive review unlike the complete
research study.
189
 Review of related literature is used to verify the
concepts/theories, which are the foci of the study and
the scope of the measurement methods to assess the
concepts. This section presents the relationship between
the concepts/theories and the methods of measurement.

Exercise

Maintaining collaboration with your partner, do the

following:

A. Identify and list books that may be a good source

of your related literature.

C. Read and prepare notes on the theories and

concepts related to your proposed study.

C. In your computer, or in a notebook, write down

the related theories and concepts from the books
that you have read and explain how they are
related to your proposed research.

Good job! You are right on track towards completing

your research proposal. Now let us move to the final
stage of your project.

11. Chapter 2 – Method – a number of authors call

this chapter "Procedures”. This section presents
clear, step-by-step procedures of how the study
will be done, so it could be replicated (redone) by
other researchers. The researcher should present
explanations to enable the reader to replicate the
exact conditions of the original study.

12. Research design - this section presents the type of

research study, such as: survey, ex post facto,
quasi-experimental, etc. This part describes the
steps that will be used to address the hypotheses.
190
 Graphic illustrations could be used to facilitate
understanding of the research design. The
symbols you will use should be defined.

13. Research Locale – this refers to the place or the

setting where the research project would be
conducted.

14. Data-Gathering Procedure – the conditions such

as when, where and under what circumstances
the data were gathered, the number of times and
order in which the instruments were used, and
the time allotted for the data collection should be
described in this section. The population to be
studied is identified. This section describes the
sampling method, then presents how the sample
was selected and the sampling plan.

15. Statistical Treatment – statistical techniques

used to analyze the research data are presented in
this section. Basic tip: statistics that are relevant
in answering the question(s) in the study should
be used.

The proponent could provide, in an appendix, sample

of the tables and figures that will be used in Chapter 4,
in relation to the analysis. This may help readers of the
study to understand the results of these analytical
techniques.

16. References

The techniques for documentation of books using

the APA style could be seen in pages 182 - 189 of this
book.

Exercise

Still working with your partner, accomplish the

following:
191
 A. Using the pointers presented above, identify the
step-by-step procedures of how the study will be
done.

B. If applicable, prepare the statistical techniques to

be used to analyze the research data.

C. Draft the research method of your proposed study.

Research Proposal Outline

The following outline can guide you in formulating
your research proposal: (adopted from University of
Mindanao research proposal format)

I. Title Page

Table of Contents

II. Chapter 1 –The Problem and Its Setting

Background of the Study
Statement of the Problem
Research Questions/Hypotheses
Review of Related Literature

III. Chapter 2 –Method

Research Design
Research Respondents
Research Local
Research Instrument
Data Gathering Procedure
Statistical Treatment

IV. References

Exercise
192
 A. Using the outputs of the previous three exercises
that you have accomplished, you should now
complete your research proposal using the
suggested outline above.
B. Present and defend your proposal before the class.

D. Your proposal should be approved by your faculty

me

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