Purposive Communication Reviewer

PURPOSIVE COMMUNICATION REVIEWER
LESSON 1: COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS
Communication – process by which information is exchanged between individuals
 Allows us to receive, transmit and retain messages
Five types of needs that are served by communication
1. Physical needs – helps us to maintain physical/mental well-being

2. Relational needs – help us from social/personal relationship
3. Identity needs – figure out who we are/ who we want to be
4. Spiritual needs – shows our beliefs/values with others
5. Instrumental needs- help us to accomplish many day-to-day tasks
Three Models of Human Communication
1. Communication as action – one-way process

2. Communication as interaction – two way process
3. Communication as transaction – flows in both direction at the same time
Purposive Communication – intentional communication and communication applied
Basic Principles of Communication
1. Sender
2. Receiver
3. Message
4. Feedback
5. Channel
6. Noise/barrier
Communication Competence – communicating in ways that are effective and

appropriate in a given situation.
Linguistic proficiency which includes the ability to use words, grammar. pronunciation,
meanings, and meanings of utterances in a specific context.
Sociolinguistic competence which is the ability to accommodate or adjust to the

communication style or variety used by a person.
Discourse competence or one's ability to demonstrate organized, cohesice, and

coherent thoughts in spoken or written texts is related to communication competence.
Strategic Competence is the ability of a speaker to adapt to the use and./or insufficient
knowledge of social behavioral and communication norms.
LESSON 2: COMMUNICATION AND GLOBALIZATION
GLOBALIZATION
Cole (2018)
According to sociologists, globalization is an ongoing process that involves

interconnected changes in the economic, cultural, social, and political spheres of
society.
In terms of economy, globalization refers to the expansion of capitalism to include all

places around the world into one globally integrated economic system.
Culturally, it refers to the global spread and integration of ideas, values, norms,
behaviors, and ways of life.
Politically, it refers to the development of forms and governance that operate at the
global scale.
Drivers of globalization
 Colonization
 Diaspora
 Technology
MODULE 2: Communication in Multicultural Settings and Language
LESSON 1: LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL
SETTINGS
Culture - learned, shared symbols, language, values, and norms
 A nation's culture resides in the hearts and in the soul of its people.
 fosters a sense of shared identity-hood and community-hood among its
group members
Types of GROUPS
In-groups - groups that we identify with
Out-groups- groups we see as different from ourselves
Culture is LEARNED
ENCULTURATION - it is determined by who raised you and what their symbols,
language, values, and norms were.
Components of CULTURE
a. Symbol - Every culture has its own symbols that represent ideas vital to that
culture.
b. Language - It ensures that cultures and cultural ideas are passed from one
generation to the next.
c. Values - These are standards used to judge how good, desirable, or beautiful
something is. They are ideas about what ought to be.
d. Norms - These are rules or expectations that guide people's behavior in a
culture.
Co- Cultures - Groups of people who share values, customs, and norms related to
mutual interests or characteristics besides their national citizenship.
Marginalized Group - This is a group whose members feel like outsiders - have options
to choose from regarding how they want to interact with members of the dominant
culture or if they want to interact with them at all.
Strategies
a. Assimilation - They attempt to fit in, or join with the members of dominant
culture.
 They give up their own ways in an effort to assume the modes of behavior of
the dominant culture.
b. Accommodation - They attempt to maintain their cultural identity while they
strive to establish relationships with members of the dominant culture.
c. Separation - Members of a marginalized group resist interacting with members
of the dominant culture. This is a strategy of resistance.
Passive Communication Approach - Members of the group may use avoidance

strategies as they seek to have as little to do as possible with the dominant group.
Assertive Communication Approach - It becomes "hurtfully expressive" and "self-

promoting" and attempts to control the choices the persons they interacting with make.
Aggressive Communication – attempt to control the choices.
Confrontational Approach - It seeks to make dominant culture members hear them,

recognize them, and react to them by making it impossible for them to ignore their
presence or pretend they do not exist.
How Culture Affects Communication
ETHNOCENTRISM - The tendency to see your own culture as superior to all others
CULTURAL RELATIVISM - The acceptance of other cultural groups as equal in value

to one's own.
SEVEN CULTURAL DIFFERENCES
1. Individualism and Collectivism

 Individualistic culture- people believe that their primary responsibility is to
themselves.
 Collectivistic culture- are taught that their primary responsibility is to their
families, communities, and the companies they work for.
2. High and Low Context Cultures
 Low-context culture- people are expected to be direct, say what they mean,
and not "beat around the bush". They value self-expression, sharing one's
opinions, and even trying to persuade others to see things their way.
 High context culture- people are taught to speak in a much less direct way
because for them, maintaining harmony and avoiding offending people are
more important than expressing your true feelings.
3. Low and High Power Distance
 High-power distance cultures view power as a fact of life since certain
groups such as royalty or ruling political parties have great power and the
average citizen has much less. They believe that certain people or groups
deserve to have more power than others and that respecting power is
important than respecting equality.
 Low-power distance cultures believe that power should only be used when
it is legitimate; thus they are apt to employ an expert or legitimate power.
They believe in the value of equality - that all men and women are created
equal and that no one should have excessive power.
4. Masculine and Feminine Cultures
 In a highly masculine culture, members value male aggressiveness,
strength, ambition, achievement, and material symbol of success. They also
value sex-specific roles for women and men.
 In a highly feminine culture, members value relationships nurturance,
tenderness in members of both sexes, service to others, and high quality of
life. They tend not to believe that men's and women's roles should be
strongly differentiated.
5. Monochronic and Polychronic Cultures
 monochronic concept of time save time, spend time, fill time, invest time,
and waste time, as though time were tangible.
 polychronic orientation conceive time as more holistic and fluid and less
structured. They perceive it more like a never-ending river, flowing infinitely
into the future.
6. Uncertainty Avoidance- extent to which people try to avoid situations that are
unstructured, unclear, or unpredictable.
7. Cultural Communication Codes
 These are verbal and nonverbal behaviors whose meanings are often
understood only by people from the same culture.
a. Idioms - Phrases whose meaning are purely figurative
b. Jargon - A language whose technical meaning is understood by people within
that co-culture but not by those people outside of it.
c. Gestures - Movements usually of the hand or the arm that express ideas
BODY LANGUAGE
a. FACIAL EXPRESSIONS- These denote happiness, sadness, anger, disgust,

fear, and surprise are similar worldwide, the intensity of expressions varies from
culture to culture.
b. Smiling - culturally influenced and is not a simple indicator of goodwill.
c. Eye Contact - We often hear it said that the eyes are the windows to the soul.
Our eyes reveal our feelings, thoughts, and intentions
d. Physical Contact
e. Gestures - way as to show the sole of your foot is considered to be rude and
offensive, as the gesture is a sign of ill will or a bad omen..
f. Vocal Patterns - Laughing, crying, yelling, and belching send different messages
in different cultures.
g. Space - Personal space is the distance you maintain between yourself and
another person, and protocols vary widely across cultures.
LESSON 2: VARITIES AND REGISTERS OF SPOKEN AND WRITTEN LANGUAGE
LANGUAGE REGISTER - variety of language used in a particular social setting, using

certain words, phrases and contractions that are not normally used in other settings.
Five Language Registers
1. Static or Frozen Register

2. Formal Register
3. Consultative Register
4. Casual Register
5. Intimate Register
SPOKEN LANGUAGE VS. WRITTEN LANGUAGE
Everyday Language
 Colloquialisms
 Slang Words
 Contracted Forms
 Get, do, etc.
BRITISH ENGLISH VS. AMERICAN ENGLISH
Differences
 Spelling
 Different words same meaning
 Grammar and Usage
MODULE 3: Evaluating Messages and/or Images of Different Types of Text
LESSON 1: THE MESSAGE, IT’S PURPOSE AND DELIVERY
Elements of Communication
1. Source (who)
2. Message (says what)
3. Channel/Medium (in which channel)
4. Audience (to whom/receiver)
5. Effect or feedback (to what
Three Elements that are vital for all social or business interaction:
1. Use of language - loudness, intonation, clarity, use of jargon, aggressive words,

and colloquialisms
2. Behavior – body language such as arms folded, slouching on the chair, yawning,
looking bored versus taking notes, smiling face, and animated voice
3. Other symbols – hand-outs, presentations, stage props or example of works
Lesson 2: Evaluating Messages Conveying Ideas Through Multimodal Texts for
Different Audiences
Critical Reading - Employs certain processes, models, questions, and theories that
result in enhanced clarity ad comprehension.
Common Propaganda Techniques
1. Bandwagon – Buy it because everybody else is doing it.

2. Testimonial – Buy it because a celebrity is endorsing it.
3. Transfer – Products associate themselves with something people admire or
love.
4. Plain folks – People present themselves on ordinary, average citizens, hoping
others will identify with them.
5. Name calling – Emotionally loaded language or negative comments
6. Glistening generalities – Important-sounding but unspecific claim about
something or someone.

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PURPOSIVE COMMUNICATION REVIEWER

LESSON 1: COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS

Communication – process by which information is exchanged between individuals

 Allows us to receive, transmit and retain messages

Five types of needs that are served by communication

1. Physical needs – helps us to maintain physical/mental well-being

Three Models of Human Communication

1. Communication as action – one-way process

Purposive Communication – intentional communication and communication applied

Basic Principles of Communication

Communication Competence – communicating in ways that are effective and

Sociolinguistic competence which is the ability to accommodate or adjust to the

Discourse competence or one's ability to demonstrate organized, cohesice, and

LESSON 2: COMMUNICATION AND GLOBALIZATION

According to sociologists, globalization is an ongoing process that involves

In terms of economy, globalization refers to the expansion of capitalism to include all

MODULE 2: Communication in Multicultural Settings and Language

LESSON 1: LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL

Culture - learned, shared symbols, language, values, and norms

In-groups - groups that we identify with

Out-groups- groups we see as different from ourselves

Passive Communication Approach - Members of the group may use avoidance

Assertive Communication Approach - It becomes "hurtfully expressive" and "self-

Aggressive Communication – attempt to control the choices.

Confrontational Approach - It seeks to make dominant culture members hear them,

CULTURAL RELATIVISM - The acceptance of other cultural groups as equal in value

SEVEN CULTURAL DIFFERENCES

1. Individualism and Collectivism

a. FACIAL EXPRESSIONS- These denote happiness, sadness, anger, disgust,

LESSON 2: VARITIES AND REGISTERS OF SPOKEN AND WRITTEN LANGUAGE

LANGUAGE REGISTER - variety of language used in a particular social setting, using

Five Language Registers

1. Static or Frozen Register

BRITISH ENGLISH VS. AMERICAN ENGLISH

MODULE 3: Evaluating Messages and/or Images of Different Types of Text

LESSON 1: THE MESSAGE, IT’S PURPOSE AND DELIVERY

1. Use of language - loudness, intonation, clarity, use of jargon, aggressive words,

Common Propaganda Techniques

1. Bandwagon – Buy it because everybody else is doing it.

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