Week 2 (1) – Lecture Slides

Purposive Communication
 Lesson 3: Communication
through Verbal and Non-verbal
Messages

BS Tourism Management
GTMMACR1 – Macro Perspective of Tourism and Hospitality
Setting Goals

 Distinguish the verbal communication from

non-verbal
 Discuss the varieties and registers of
spoken and written English
 Employ the appropriate varieties, registers,

and expressions in spoken and written

discourse
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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Pre-Assessment Activity
• Read carefully the line below taken from the book
Overcoming Fake Talk: How to Hold Real
Conversations That Create Respect, Build
Relationships and Get Results by John Stoker. You
may answer the questions by recording a video of
yourself. 
“93/7 Rule: 93% of communication occurs through
non-verbal behavior and tone; only 7% of
communication takes place through the use of
words.”
1. What does non-verbal behavior mean?
2. Why do you think communication occurs more
frequently non-verbally than verbally?
3. Do you agree with Stoker’s claim?
4. What does the 93/7 rule suggest?

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Key Terms

• Verbal Communication –
uses spoken or written words
to communicate a message.

• Non-Verbal Communication
– use of body language,
gestures, facial expressions,
and even posture to
communicate.

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Key Terms

• Language – a set of arbitrary

symbols which create
possible combination of
utterances primarily used for
communication

• Language Register – refers

to the level and style of
spoken and written discourse
depending on the context you
are in.

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Lesson 3: Communication
through Verbal and Non-verbal
Messages

BS Tourism Management
GTMMACR1 – Macro Perspective of Tourism and Hospitality
Verbal and Non-Verbal
Communication

Communication is not
just confined to
speaking. It is possible to
be communicating
without talking or
uttering even a single
word. Thus,
communication can
either be verbal or non-
verbal.
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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Verbal
Communication

Verbal communication
uses spoken or written
words to communicate
a message. Alongside
speaking, listening is an
equally important skill
for this type of
communication to be
successful.
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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Non-Verbal
Communication

Non-verbal communication
is the use of body language,
gestures, facial expressions,
and even posture to
communicate. Non-verbal
communication sets the tone
of a conversation and can
seriously undermine the
message contained in your
words if you are not careful
to control it.

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
Verbal Communication: Language is a set of
Language Variety and arbitrary symbols
Register which create possible
combination of
utterances primarily
used for
communication. It is
arbitrary not because
a symbol and the
object or idea it
represents have a
one-to-one
correspondence.
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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 For instance, in the
English language, the
Americans use the term
“elevator” while the
British use “lift” referring
to the same thing – a
type of vertical
transportation that
carries people or goods
between floors of a
building.

Verbal Communication: Language Variety and Register

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
To further understand these
varieties and registers of language,
read the following article from your
course pack titled “It ain’t right,
innit?” – About language register in
English by Shiar Youssef.

Verbal Communication: Language Variety and Register

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Pause and Reflect
What is the main point of the
article?
What is the register in language?
Why is it important to be able to
recognize these language varieties
and registers?

BS Tourism Management
Verbal Communication: Language Variety and Register
GTMMACR1 – Macro Perspective of Tourism and Hospitality
Language register refers to
the level and style of spoken
and written discourse
depending on the context you
are in. It determines the
vocabulary, tone, and structure
of your language.

Verbal Communication: Language Variety and Register

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
There are three types
of language registers:
formal, informal, and
neutral. These types
can be applied to both
spoken and written
language.

Verbal Communication: Language Variety and Register

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Three Types of Language
Registers
Formal – This type of register is used in
a professional context. It is highly
structured, impersonal, and more
serious in its tone, vocabulary, and
grammar. It is common in the workplace,
academe, business, trade and other
industries. Formal language is usually
employed when interacting with a boss,
facilitating a meeting, or attending formal
gatherings such as conferences,
seminars and the like.

Verbal Communication: Language Variety and Register

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Three Types of Language
Registers

Informal – Informal language is casual,

personal, and more intimate in its tone,
sentence structure, and choice of words.
This is appropriate when communicating
with people you know very well such as
your family, relatives and friends.
Informal register is used during informal
gatherings such as family dinners,
parties and other informal encounters.

Verbal Communication: Language Variety and Register

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Three Types of Language
Registers

Neutral – This is a more factual and non-

emotional type of language register. This is
mostly used in highly business-oriented and
technical contexts.

Verbal Communication: Language Variety and Register

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 The following is a further exploration of genres (text types),
contexts, and language features for each register.

Language
Genres and Contexts Language Features
Register
Formal • Business Letters • Adheres to rules of grammar and
• Letters of Complaint mechanics (punctuation,
• Academic Essays abbreviation, spelling, etc.)
• Reports • Uses third person point-of-view
• Official Speeches (he, she, they, etc.)
• Announcements • Uses sentences in active voice
• Professional emails • No Slang
• Job interviews • Less abbreviations and acronyms
• Business meetings • Uses complete and more complex
• Conferences sentences
• Public Forums

Verbal Communication: Language Variety and Register

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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 The following is a further exploration of genres (text types),
contexts, and language features for each register.
Language
Genres and Contexts Language Features
Register
Informal • Personal emails • Does not necessarily adhere to rules of
• Text messages grammar and mechanics
• Short notes • Uses first- and second-person point of view
• Friendly letters • Uses sentences in passive voice
• Most blogs • Slang may be allowed
• Diaries and Journals • Presence of emoticons or emojis
• Dating • Uses phrase, fragments, clauses or simple
• Chatting or hanging out with friends sentences
• Acquaintance Parties
• Coffee table sessions
Neutral • Reviews • Almost similar to formal register though it uses
• Articles more jargons (terms unique to a specific field of
• Some letters profession)
• Some essays • For example, doctors have medical jargons that
• Technical Writing only they can readily understand. (Idiopatihc,
• Business Presentations GA, D/C)
• International Conferences
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Verbal Communication: Language Variety and Register
GTMMACR1 – Macro Perspective of Tourism and Hospitality
 Non-Verbal
Communication

As noted by John Stoker, a higher

percentage (93%) of communication is
manifested through non-verbal
behaviors. This means that messages
are still conveyed even when people are
not actually speaking.

Non-Verbal Communication
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 Non-verbal messages refer to the cues that are sent
through body language, posture, gesture, movements,
facial expressions and appearance that are used in place
of or simultaneously with verbal messages.
BS Tourism Management
GTMMACR1 – Macro Perspective of Tourism and Hospitality Non-Verbal Communication
 Kinds of Non-Verbal
Communication

As categorized by Verderber et al.

(2015), non-verbal messages are
grouped into four: kinesics,
paralanguage, proxemics, and
chronemics.

Non-Verbal Communication
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  The technical name for the interpretation that comes
along with motions when someone communicate is
1. Kinesics: kinesics.
 This includes gestures, movements, posture, eye
Use of Body contact, facial expressions, and touch. You have to be
careful when you employ these physical movements
as they may imply a different meaning in other
cultures.
Non-Verbal Communication
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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 2. Paralanguage:
Use of Voice
 The voice should have
intelligibility, variety and
understandable patterns.

 Intelligibility pertains to the

loudness of your voice, rate of
your speech, pronunciation, and
enunciation. Some people from
other cultures tend to speak
faster than others. For instance,
most people in the USA speak
between 100 and 200 words per
minute.
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GTMMACR1 – Macro Perspective of Tourism and Hospitality Non-Verbal Communication
 2. Paralanguage:
Use of Voice

 Variety refers to your pitch, force

and pauses. If you vary these
aspects of your voice, you can
avoid monotony.

 Stress is the emphasis put on a

certain syllable or word/s.
Putting too much stress might
be considered rude for some
cultures; thus, it should be used
judiciously and sparingly.

Non-Verbal Communication
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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 3. Proxemics: Use of
Space

The technical term used to

study how space and distance
communicate is proxemics
(Hall, 1968).

There are three types:

personal space, territorial
space and acoustic space.

Non-Verbal Communication
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GTMMACR1 – Macro Perspective of Tourism and Hospitality
 3. Proxemics: Use of
Space
 Personal Space – This is the
distance one consciously
maintains when interacting with
others. The more intimate your
relationship with another person,
the more that you allow him or
her to be near your personal
space. However, when it’s a
stranger that talks to you, you
would keep your distance.
 Territorial Space – This is the
physical space which implies
your sense of authority and
ownership.
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GTMMACR1 – Macro Perspective of Tourism and Hospitality Non-Verbal Communication
 3. Proxemics: Use of
Space

Acoustic Space – This is the

area where the voice of the
speaker is either heard or not.
Competent speakers take this
into account and accordingly
adjust their volume and rate of
speech to match the space or
make their voice audible.

BS Tourism Management
GTMMACR1 – Macro Perspective of Tourism and Hospitality Non-Verbal Communication
 4. Chronemics: Use of Time

As previously discussed, chronemics

refers to how people perceive and value
time.
In a monochronic culture, “time is of the
essence.” Thus, when you see people
start looking at their watch or at the clock
every now and then in a classroom, it
may mean that the class may already be
running over time. It can also be a sign of
lack of interest.
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GTMMACR1 – Macro Perspective of Tourism and Hospitality Non-Verbal Communication
 4. Chronemics: Use of Time

However, in a polychronic culture,

people usually consider the “luxury of
time”, so waiting is not an issue. In
both cases, participants have to be
sensitive and mindful of others’
schedule or use of time.

BS Tourism Management
GTMMACR1 – Macro Perspective of Tourism and Hospitality Non-Verbal Communication
 Activity Time

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