LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Learning Module

in

GE - Purposive Communication

Prepared by:

Kristopher M. Ngilangil, LPT, MA

Assistant Professor II
Subject Teacher

GE – Purposive Communication Page 1

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Module 1

TOPIC: Module 1 – COMMUNICATION PROCESESS, PRINCIPLES, AND ETHICS

1.1 The Process and Types of Communication

1.2 Elements and Key Principles of Communication
1.3 Ethics in Communication

TIME FRAME: 7 hrs.

INTRODUCTION:

At this stage of your lives, you have definitely observed and experienced that having
effective communication skills in English is important for success. You have witnessed how
the better communicators in your group or class have stood out not only as persons but as
students. All of you can become better communicators like them if you just try harder.
Among other things, you can start by getting a better picture of what communication is and
how it works—absorbing principles, learning concepts, and applying them in practical
situations inside the classroom and in real life as members of the community.

INTENDED LEARNING OUTCOMES: In this lesson, the students will lead to:

1. Name and interpret the principles of communication;

2. Identify and describe the different types of communication according to mode,
context, purpose and style;
3. Discuss the ethical issues in communication.

PRE – ASSESSMENT: In the table below, write in the opposite column if it is True or False.

1. Man cannot communicate.

2. Communication is very powerful.
3. Everything created by the great Creator is incessantly engaged in various
forms of communication.
4. We are always engaged in almost all sorts of communication.
5. Communication is something continuous and may not have a definite end.

LEARNING ACTIVITIES

Let's Communicate

What is communication?

 Is a human act of sending (verbal or nonverbal; online of offline) and receiving of

messages where interpretations are normally constructed in the process.
 Is a process whereby people create and transmit meaning through the exchange of
verbal and nonverbal messages in particular context (Oetzel, 2009:11).
 A natural activity of people.

GE – Purposive Communication Page 2

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

What then is purposive communication?

Purposive communication

 is an intentional communication that happens within the bounds of specific contexts.

 is a communication applied in a specific setting, environment, scene, social relations
and culture.

Contexts affect the process of sending and receiving of messages; semantics or meanings,
choice of channels, words and methods of delivery.

The Communication Process

https://www.bing.com/images/search?view

The communication process involves eight parts and steps—(a) source, (b)
message, (c) encoding, (d) channel, (e) decoding, (f) receiver, (g) feedback, and (h) context,

The Process is not as simple as how it is represented in the model. At every step,
problems or barriers emerge that need to be addressed to make effective communication
possible.

1. Source. This is you, the sender of the message. To be a good sender, you have to
know exactly what information you want to communicate, why you have chosen that
particular information, and what result you expect from communicating it.

2. Message. This is the information you want to convey; without it, you have no reason
for communicating. The details of the information should be very clear to you before
you communicate it.

3. Encoding. This is the process of converting your idea or thoughts of the information
into verbal and/or nonverbal symbols that can be understood by the receiver of the
message. Your symbols must be in the language that is not foreign to the receiver.

4. Channel. This is the manner in which your message or information is conveyed. It

may be done through face-to-face conversation, telephone call, video conference, or
written communication (text message, email, letter, memorandum, report).

5. Decoding. This is the receiver‘s mental processing of your message into the
meaning suggested by the verbal and/or nonverbal symbols you use as sender. To
be able to do this, he needs to get an accurate picture of the message.

GE – Purposive Communication Page 3

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

6. Receiver. This is the person or group of people who will get your message.

7. Feedback. This is the receiver‘s response to your message. If you get your desired
result, the communication is successful; otherwise, the communication fails. When
this happen, you have to find out why it is unsuccessful, learn from your mistakes,
and strive to do better next time.

8. Context. This refers to the situation in which the communication takes place. It
includes (a) the environment – the location, time of the day, temperature; (b) the
relationship between the communicators – you as sender and the other person as
receiver, such as teacher and student, boss and subordinate, parent and child,
siblings, or peers: (c) their respective cultural backgrounds and past experiences;
and (d) the topic/subject of their communication.

Elements of Communication

1. Sender (who the source is)

2. Message (what the idea being communicated says)
3. Channel (through what medium the message is relayed)
4. Receiver. (to whom it is directed)
5. Effect (what the desired result of the communication is)

Key Principles of Communication

1. Interpersonal communication is inescapable. It is not possible for humans like

you and me not to communicate. Even the very attempt of not wanting to
communicate something. You communicate through both words and behavior, and
as long as you are alive. You always communicate and receive communication from
others not only through words but also through voice, tone, gesture, posture, bodily
movement, facial expression, clothes worn, and so on.

2. Interpersonal communication is irreversible. How often have you said words in

anger and wished you could all take them back? Once you have uttered something,
you can never take it back, and its effect remains. Words are powerful; they can
either heal or harm others. This principle of communication is best expressed in a
Russian proverb which says, ―Once a word goes out from your mouth, you can never
swallow it again.‖

3. Interpersonal communication is complicated. Whenever you communicate with

anyone, you simultaneously interpret both his verbal and nonverbal language, and
that is often both confounding and demanding.

4. Interpersonal communication is contextual. Communication is affected by

several factors; it does not happen in isolation. There are many things that need to
be considered, such as the ones given below.

a. Psychological context, which is who you are, and what you as sender or
receiver bring to the interaction—your needs, desires, values, beliefs, personality,
and so on.

GE – Purposive Communication Page 4

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

b. Relational context, which concerns your reactions to the other person based on
relationship—as boss, colleague, friend, sibling, parent, and the like.

c. Situational context, which deals with the psycho-social ―where‖ you are
communicating. An interaction that takes place in a classroom, which is quite
formal, will be very different from one that takes place in a bar, which is very
informal—where communicators do not need to be guarded in their speech.

d. Environmental context, which has to do with the physical ―where‖ you are
communicating—objects in the room and their arrangement, location, noise level,
temperature, season, time of day.

e. Cultural context, which includes all the learned behaviors and rules that affect
the interaction. For instance, bodily movement, facial expression, gesture,
distance, and eye contact vary in different cultures.

Difference between Morals and Ethics

Morals and ethics ensure discipline among us without these codes of conduct—
standards or rules that guide our behavior, our world will be chaotic. But how do morals and
ethics differ? Morals are personal codes while ethics are societal. Morals are our own set of
rules, so others are neither expressed nor required to follow them. Ethics, on the other
hand, are rules accepted and approved by society, so they are imposed upon everyone.

Ethics in Communication

Deirdre D. Johnston (1994) pointed out ten ethics in communication that you should bear in
mind to avoid being labeled ―unethical‖.

1. Mutuality Pay attention to the neds of others, as well as yours.

2. Individual Dignity Do not cause another person embarassment or a loss of dignity

3. Accuracy Ensure that others have accurate information. Tell them everything
they have a right and need to know, not just what is true.

4. Access to Never bolster the impact of your communication by preventing people

information from communicating with one another or by hindering access to the
supporting information.

5. Accountabiliy Be rsponsible and accountable for the cosequnces of your reltionships

and communication.

6. Audience As audience or reciever of the information, you also have ethical

responsibilities. A good rule of thumb is the ―200% rule‖ where both
the sender and the reciver have full or 100% responsibility to ensure
that the message is understood.

7.Relative truth As either sender or reciver of information, remember that your own
point of view may not be shared by others and that your conclusions
are relative to your perspective, so allow others to respectfully

GE – Purposive Communication Page 5

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

disagree or see is differently.

8. Ends vs. means Be sure that the end goal of your communication and the menas of
getting to that end are both ethical altough no rule can be applied
without reseravtion to any situation.

9. Use of power In situation where you have mmore power than others (e.g., a tecaher
with a student, a boss with a subordinate, a parent with a child), you
also have more responsibility for the outcome.

10. Rights vs. Balance your rights against your responsibilities even if you live in a
responsibilities wonderful society where your rights are protected by law; not
everything youhave a right to do is ethical.

A. Identify the elements of communication (sender, message, channel,

receiver, effect) in each text. Next, look into th effect of the
communication,and answer these questions: (a) Is it the expected effect? (b) What could be
the reason for that kind of effect? Write your answers on the blanks provided.

1. Milking It (Kowalchuk, 2017)

My daughter was enjoying a bedtime struggle with her three-year-old

son, Luka. Making conversation, she asked him, ―what makes you happy?‖
He eagerly responded, ―Chocolate milk!‖ ―And what makes you sad?‖ my
daughter continued. Luka replied, somberly and quietly, ―The other kind.‖

Elements:
______________________________________________________
Effect: ________________________________________________________
Reason for the Effect: ____________________________________________
____________________________________________
____________________________________________

2. First-Class Joke (Slayden, 2017)

I was buying plane tickets when my eight-year-old son asked, ―Can a

baby be consdered carry-on?‖ Before I could respond, my husband mumbled,
―Well, it can definitely be considered baggage.‖

Elements:
______________________________________________________
Effect: ________________________________________________________
Reason for the Effect: ____________________________________________
____________________________________________
____________________________________________

GE – Purposive Communication Page 6

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

3. Advanced Dietary Maths (Barret)

My brother was having a tough time losing weight. Our sister thought
he should cut back gradually, so one day she asked, ―Mike, would you like to
split a doughnut with me?‖ Mike answered, ―Want to split two?

Elements:
______________________________________________________
Effect: ________________________________________________________
Reason for the Effect: ____________________________________________
____________________________________________
____________________________________________

4. Picky Picky (Facebook, 2017)

Over dinner, I explained the benefits of a colorful meal to my family.

―the more colors, the greater the variety of nutrients, ―I said. Pointing to our
food, I asked, ―How many colors do you see?‖ ―Six,‖ voluntered my
daughter.‖Seven if you count the burned parts.‖

Elements:
______________________________________________________
Effect: ________________________________________________________
Reason for the Effect: ____________________________________________
____________________________________________
____________________________________________

B. Using Johnston‘s ten ethics as guide, suggest five ways to correct the unethical
behaviors illustated below.

In the Line of Fire (Buzek, 2017)

The line at our local post office was out the door, and seeing that only one postal
worker was on duty, the customers were getting testy. To help hurry things
along, a customer called out, ―How can I help you go faster?

The postal worker yelled back, ―Go home!‖

Suggestion/s:
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

GE – Purposive Communication Page 7

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

SELF- EVALUATION: Come-up a concept map on how communication takes place in your
daily activities.

POST-TEST: Write on the blank before each number the letter of the item in Column B that
corresponds with the item in Column A.

Column A Column B

___ 1. source a. reader

___ 2.feedback b. understand
___ 3. ethics c. data
___ 4. decode d. medium
___ 5. context e. answer
___ 6. message f. translate
___ 7. effect g. sender
___ 8. channel h. beliefs
___ 9. receiver i. rules
___ 10. encode j. result
k. situation

REFERENCES

1. Padilla, M. et.al (2018). Communicate & Connect! Purposive Communication. Mutya

Publishing House, Inc., Manila, Philippines
2. Chase, R. & Shams, S. (2013). Elements of effective communication. 4th ed.
3. Uychoco, M. & Santos, M. (2018). Communication for Society: Purposive
Communication.1st Ed.
4. https://www.healthknowledge.org.uk/public-health-textbook/organisation-
management/5a-understanding-itd/effective-communication

GE – Purposive Communication Page 8

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Module 2

TOPIC: Module 2 – COMMUNICATION AND GLOBALIZATION

2.1 Globalization
2.2 Cultures and Cultural Differences
2.3 Barriers to Effective International Communication

TIME FRAME: 6 hrs.

INTRODUCTION:

Nowadays, almost everyone is practically addicted to social media. Mention Google,

Facebook, Instagram, Twitter, YouTube, or Pinterest, and you will readily see the faces of
your friends light up. In any public place, you see people taking selfies, and their pictures are
readily posted on a social-media website. As long as you have a cell phone, an internet
connection, and downloaded application, like Facebook Messenger, Skype, or Viber, you
can now talk, text, instant message, and video chat or video call your family and friends
anywhere in the world, an all for free.

INTENDED LEARNING OUTCOMES: In this lesson, students will lead to:

1. Define Globalization;
2. Differentiate common cultural differences brought about by Globalization;
3. Enumerate the positive and negative impacts of Globalization in the society and the
world.

PRE – ASSESSMENT. Answer the following questions briefly.

1. What is globalization?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

2. How are cultures acquired and learned?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

3. Why anxiety is considered an intercultural communication barrier??

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

GE – Purposive Communication Page 9

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

LEARNING ACTIVITIES

Let's Communicate

Globalization and the Global Village

You can now travel across the world anytime, too, and when you are in a foreign
country, you can even withdraw the money of that country from any of its automated teller
machine (ATMs) as long as you have an international debit card. While there, you can also
use the card to pay for anything-a product or a work service. This is an example of
globalization-the process of bringing people together and making them interact and
exchange ideas across traditional borders (Nowaczyk, 2017). The world, driven largely by
advances in technology, has become inextricably interconnected across distances and other
boundaries‖ (Downing, 2007).

Gamble and Gamble (2013) give a more complete definition of globalization, which
will adopt for our purposes. Globalization, to them, is the ―increasing economic, political, and
cultural integration and interdependence of diverse cultures‖. Because of globalization,
Marshall McLuhan‘s prediction in his book The Gutenberg Galaxy, published in 1962, of a
global village-one world interconnected by an electronic nervous system [media]- has
become a reality (Stewart, 2015).

―Flattening‖ of the world economy is achieved through globalized trade, outsourcing,

supply-chaining, and political liberalization. In other words, the use of technologies allows
businesses, such as large multinational corporations, to maintain customers, suppliers, and
even competitors on a worldwide basis (―Globalization,‖ 2017).

The world is becoming more and more interconnected. Globalization changes how
people consume, work and live almost everywhere in the world. Today, many economic,
political, cultural or ecological relationships are not explainable from a national perspective.

Culture
You see
foreigners in malls and
in schools; you meet
them as you walk in
parks and in resorts.
You find them almost
everywhere-Chinese,
Koreans, Indians,
Americans, and many
Europeans whose
nationalities you cannot
readily identify until you

GE – Purposive Communication Page 10

https://www.bing.com/images/search?view
LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

hear them talk. Some are white, others are black, and many are brown like us Filipinos and
most other Asians. You notice that they are not dressed differently from how most Filipinos
are attired unless they are Indians or Moslems (and you tell yourself that this is one result of
living in a global village.

Characteristics of culture

1. Cultures are learned, not innate. We think and act as Filipinos because our parents
brought us up this way. We acquired complete knowledge and understanding of our
cultural norms from our parents, teachers, relatives, and friend‘s. Our cultural norms
satisfy us, we accept them as ―true,‖ and we follow them.

If we were Koreans, we would behave the way Koreans would with a Korean
set of values, or as Americans with the American set of norms if we were
Americans. Or a Filipino-born 30-year-old chef in Rome, who left the
Philippines at eight for Italy to live with his naturalized Italian parents, may still
have some Filipino traits if his parents practice these at home but will behave
more like an Italian because of his exposure to Italian culture. In other words,
cultures are not inherited; they are acquired.

2. Cultures are shared. We act as members of our own cultural group, not as
individuals, because belonging to a culture means following the norms of the group.
Fitting into the group means acceptance and fellowship, and it provides us members
with feelings of security and love. We regard being alike with being right, and being
different with being wrong, and we separate the world into ―us‖ and ―them.‖

Boys are horrified when mistakes for girls, so they live up to the masculine
ideal, for instance, by working out regularly at the gym for body building. The
rich do not want to be treated as poor, so they behave in a manner that befits
their status, like living in a mansion, driving a luxury car, and eating in posh
restaurants. To most groups, circumstances that mix “us” with “them”
undermine not only their sense of self but also their sense of worth.

3. Cultures are multifaceted. We are surrounded by cultural norms that affect

language, religion, basic world view, education, technology, social organization,
politics, and law, all interacting with one another. Behaviors and things common to
people who live together in social groups are considered cultural universal, but the
performance of these activities and things differs dramatically from culture to culture.

For instance, people in every culture cook their food, eat, ornament their
bodies, amuse themselves, and educate their children, but how they do these
things differ. Dog as delicacy in south China is revolting in the United States;
ham-and-cheese sandwich, a common fare to Americans, is disgusting to
Arabs and Orthodox Jews. Most Filipinos eat pork, but Muslims find this
offensive; Filipino Catholics enjoy “dinuguan,” which the “kapatids” of Iglesia
ni Cristo will never even consider as food. What some cultures consider
common practice may be taboo to others; hence cultural differences should
be recognized and respected.

4. Cultures are dynamic. Cultures constantly change as cultural contact increases,

new technologies emerge, and economic conditions vary. Globalization has greatly
changed relationships of nations and governments. Cell phones have drastically
changed interpersonal communication, and the availability of the Internet has
affected how people of varied cultures recognize and respect their differences.

GE – Purposive Communication Page 11

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Instead of having set ideas about cultural norms, we should be sensitive, observe
changes, and deal with these changes accordingly.

5. Cultural identities are overlapping. We belong to multiple, overlapping cultures as

we interact with one another. Some of these cultures work together while others
clash. We all belong to national, regional, social class, ethnic, professional, religious,
age, and gender cultures.

For instance, a Filipino 25-year-old male belongs to a wealthy family from the
Visayas, who speaks English and Cebuano fluently, has overlapping cultural
identities. Like any other human being, as he grows and develops, his
viewpoint regarding each cultural category changes with his age, experience,
and understanding of both people and issues.

Barriers to effective International Communication

https://www.bing.com/images/search?view

1. Ethnocentrism. Ethnocentrism refers to the belief that a person‘s culture is much

better than any other group‘s culture, and the tendency is for that person to judge any
―out-group‖ culture by using the norms of his ―in-group‖ culture. All of us are, to some
extent, ethnocentric, whose ethnocentricity falls somewhere on a scale between ―low‖
and ―high‖

2. Stereotypes and prejudices. Stereotyping and being prejudiced against cultural

groups are the main barriers to intercultural communication. The negative
characteristics attributed to one group can cause beliefs and feelings that lead to
biases and discrimination attributed to one group can cause beliefs and feelings that
lead to biases and discrimination against that group. The discriminated group often
suffers from being rejected and avoided in cross-cultural interactions.

3. Stereotypes are often generalized negative traits assigned to a group of people

(e.g., race, nationality, religions, social class, sexual orientation, age, gender) even if
these traits may only reflect a selected few of the group. Simply said, a stereotype is
a generalization of a group of people based on a small sample of these people
.stereotyping or classifying an entire group of people or culture with defining
characteristics, which are usually unfair and untrue, is much easier than explaining
the complexities of the uniqueness of specific situations and the individual
differences essential in each event.

GE – Purposive Communication Page 12

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

4. Prejudice, an offshoot of stereotypes, is an unfair thought, belief, or feeling of dislike

for a person or group because of race, nationality, gender, sexual orientation, age,
religion, and so on. It is a negative preconceived opinion held by one group toward
members of another group that biases perception nd provides a reason for
discrimination. When someone is prejudiced, the prejudice usually refers to his
thoughts, feelings, and beliefs about a certin group of people, which he learns only
from his ―in-groups,‖ not from any first-hand, direct contact with ―out-group‖ members,
and he seldom attempts to check the validity of this bias, or if ever he proves its
being unsubstantiated, he often ultimately ignores the truth.

5. Assumed similarities. An assumption of similarity is baseless, unreasonable

refusal to see cultural differences where they exist. This happens when members of
one group assume that all groups behave the same way they do, that what is true to
their culture is also true to all other cultures. This results in insensitivity to cultural
differences.

For instance, a Filipino, who belongs to a high-contact culture, overlooks the

fact that some other culture like that of Americans, are low-contact culture
ones. This Filipino, therefore, feels offended when he stands close to an
America, and the American instinctively moves away from him; he does not
know that unlike us Filipinos, Americans value their personal space (an “arm’s
length” distance of about 30 inches).

Watch “Globalization,” a video on

https://www.youtube.com/watch?v=3oTLyPPrZE4

A. Cite evidence that a company from developed countries like the U.S outsource many of
its jobs to less-developed countries, like the Philippines.
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

B. Interview your classmate/schoolmate/friends. Since no two individuals have exactly

the same cultures, interview a classmate to identify any differences in communication
practices between you because of your different overlapping cultures (for example, using
words like ―po‖ or ―opo,‖ or any words/expressions as signs of respect). Write the transcript
and provide conclusion of your interview.

Name : __________________________________ Date interviewed: __________

Name of Interviewee: _______________________ Signature: ________________
Gender: _________ Place of origin: ___________________
Age: _________ Occupation: ______________________

Transcript of interview
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

Conclusion:

GE – Purposive Communication Page 13

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

_____________________________________________________________________
_______________________________________________________

C. Make a concept map showing the positive and negative impacts of Globalization.

SELF- EVALUATION: Supply the statements below;

Globalization is made possible through …..

Culture is dynamic because…

Communication barrier is possible when…

POST-TEST: Answer the following questions briefly.

1. What is a global village?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

GE – Purposive Communication Page 14

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

2. Why is communication across cultures more complicated?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

3. Why anxiety is considered an intercultural communication barrier?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

REFERENCES

1. Padilla, M. et.al (2018). Communicate & Connect! Purposive Communication. Mutya

Publishing House, Inc., Manila, Philippines
2. http://www.nytimes.com/2012/04/22/opinion/sunday/the-flight-from-conversation.html
3. https://www.ted.com/talks/sherry_turkle_alone_together
4. https://www.ted.com/talks/clay_shirky_how_cellphone_twitter_facebook_can_make_
history
5. https://www.ted.com/talks/gordon_brown

GE – Purposive Communication Page 15

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Module 3

TOPIC: Module 3 – LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL

SETTINGS

3.1 Culturally Appropriate Terms, Expressions, and Images

3.2 Linguistics Preferences and Nonverbal Behaviour
3.3 Language Register for more Effective Communication

TIME FRAME: 6 hrs.

INTRODUCTION:

You have seen from the previous module that we exist in multicultural environment
where all of us belong to multiple, overlapping cultures (such as national, regional, social
class, ethnic, professional, age, religious, and gender cultures). We learn and imbibe these
cultures not only from people we interact and associate with (families, relatives, friends,
neighbors, classmates, teachers, and churchmates) but also from the media (radio and
television, books, and any other printed materials and the Internet). Our multiple cultures
make communication complicated, but if we expose ourselves to varied cultures and learn to
recognize and respect cultural differences, we can lessen our own communication
difficulties, and life in multicultural society will become much easier to deal with.

INTENDED LEARNING OUTCOMES: In this lesson, the students will lead to:

1. Discern and use culturally appropriate terms, expressions, and images;

2. Adopt cultural and intercultural awareness and sensitivity in their communication of
ideas;
3. Make a poster slogan depicting unity multicultural communication

PRE – ASSESSMENT: Answer the questions below or supply the statement in your own
words.

Why did English become the international Explain the meaning of this statement:
language? “Nonverbal symbols are unspoken and
largely unconscious, so the implied
meanings are more felt than
understood.”

GE – Purposive Communication Page 16

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

LEARNING ACTIVITIES

Let’s CommuniCate

Culturally Appropriate Terms, Expressions, and Images

Freya Stark, in her book The Journey‘s Echo: Selections from Freya Stark (Ecco
Travels), says, ―Every country has its own way of saying things. The important thing is that
which lies behind people‘s words.‖ Cultural differences result in misunderstanding, and
―language, more than anything else, is the heart of culture‖ (Stevenson, as cited in Lee,
2017). This means that being proficient in English, for instance, does not guarantee our
being able to fully understand what another speaker of English is trying to communicate
unless we become fully aware of how that speaker uses English based on his own culture.

To illustrate this, let‘s take a look at the two major or dialects of English, American
English (AmE) and British English (BrE). In AmE, the first floor is equivalent to the BrE
ground floor, and the American second floor is the British first floor. Elevator, apartment,
eggplant, hood and trunk (of a car), drugstore, garbage can, and parking lot in AmE are lift,
flat, aubergine, bonnet and boot (of a car), chemist‘s, dustbin, and car park, respectively, in
BrE. If Londoners says, ―I left my child‘s dummy and nappy in the pram‖ a New Yorker needs
to know that dummy is pacifier, nappy is diaper, and pram is baby carriage to understand the
Londoner‘s statement. Since Filipinos use American English, we have to know differences in
vocabulary between the two varieties of English if we want to successfully communicate with
a speaker of British English.

One more difference between the two English varieties is found in spelling. British-
English spelling usually keeps the spelling of words it absorbs from another language, like
French, but American English adapts the spelling to reflect the way the words actually sound
when they are spoken. These are the main differences in spelling.

1. Words ending in –re in BrE end in –er in AmE.

centre, litre, theatre (BrE); center, liter, theater/theatre (AmE)

2. Words ending in –our in BrE end in –or in AmE.

colour, humour, neighbor (BrE); color, humor, neighbor (AmE)

3. Words ending in –ize or –ise in BrE end in –ize in AmE.

apologize/apologise, organize/organize, recognize/recognize (BrE)
apologize, organize, recognize (AmE)

4. Words ending in –yse in BrE end in –yze in AmE

analyse, breathalse, paralyse (BrE); analyze, breathalyze, paralyze (AmE)

GE – Purposive Communication Page 17

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

5. Words ending in a vowel plus l in BrE double the l when adding ending that begin
with a vowel, but the l is not doubled in AmE.
travel, travelled, travelling, traveller (BrE)
travel, traveled, traveling, traveler (AmE)

6. Words spelled with the double vowels ae or oe are just spelled with an e in AmE.
leukaemia, manoeuver, oestrogen, paediatric (BrE)
leukemia, maneuver, estrogen, pediatric (AmE)

7. Nouns ending with –ence in BrE are spelled –ense in AmE.

defence, licence, offence (BrE)
defense, license, offense (AmE)

8. Nouns ending with –ogue in BrE end with either –og or –gue in AmE.
analogue, catalogue, dialogue (BrE)
analog/analogue, catalog/catalogue, dialog/dialogue (AmE)

Linguistics Preferences and Nonverbal Behaviour

Variations in the way difference cultures use language-like linguistic preferences and
nonverbal behaviors—also clause miscommunications. Nuances in linguistic preference
provide hints about behavior, manners, and thinking as a cultural group (Lee, 2017; Zelinski,
2017). For instance, Spaniards and Italians, who prefer eloquence and expressiveness to
exactness, tend to be flowery with their language. In contrast, the English, who are very
polite, is understatement to avoid confrontation, so they sometimes end up being
ambiguous.

Here are some differences in the nonverbal behaviors of some other cultures that
can help us coexist with them in the globalized community we are in because of technology;
International Etiquette, 2017; Dimensions of Body language, 2017)

Australia The popular American ―thumbs up‖ sign is considered obscene.

The V-sign with the palm facing toward the speaker is the obscene
―up yours‖ insult.

France
Your hands should be visible at all times even when seated at a
table.

Germany It is impolite to put your hands in your pockets. Gum chewing in

pub is rude. Sit down only after you have been offered a seat.

Use titles to show respect; be punctual because punctuality is

important.

Hong Kong Maintain a two arm‘s length distance with the person. Touching and
patting are taboo. When you are seated, your feet should be facing
the ground; the soles of your shoes should not be shown.

GE – Purposive Communication Page 18

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Indonesia When you are in a private home or mosque, be sure to remove

your shoes. Position them by pointing them toward the door from
which you entered.

Hugging and kissing in public is inappropriate.

Japan The bow is still the tradition in greetings. Bend your body bout a 30-
degree angle from the waist. For men: Palms should be face up,
toward the knee. For women: Hands should be folded in front of
your as you bow.

Exchanging business cards is important. When given one, receive

it with care- use two hands and study the card carefully, treating it
with the same respect you would give its owner.

Keep your shoes in good condition and spotlessly clean because

Japanese inspect them as he bows.

Even if you are experiencing displeasure or are upset about

something, you should smile to show self-control.

Saving face is important to the Japanese, so instead of saying ―no‖

they say ―It is very difficult‖ or ―We will give this positive study,‖ to
really mean ―Let‘s forget the whole thing and go home.‖

Japanese uses a repertoire of smiley nods and polite noises as he

listens only to encourage the speaker to continue talking, not to
agree with him. He nods his head to show politeness, not to agree.

Do not touch. When you need to blow your nose, do so discreetly,

preferably in private, with a paper tissue. Dispose of the tissue
immediately. Never put the used tissue in an pocket or purse; this
is regarded as crude.

Bear this in mind: to the Japanese, laughter can mean confusion

rather than reacting to something funny.

Be careful: The American ―okay‖ sign means ―money‖ in Japan.

Be sure to remove your shoes at the front door; you will be offered
a pair of slippers.

Chopstick etiquette dictates that you put the sticks on the rest when
are not using them; never leave them in your food. Whatever you
do, avoid standing sticks up in their air or pointing them toward
your host.

GE – Purposive Communication Page 19

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Saudi Arabia Expect greetings to be very emotional. They consist of a ―salaam

alaykum‖9May God be with you‖) followed by a handshake and
then a ―keef halak‖ (―How are you?‖).

To show mutual respect, two men hold each other‘s hand in public.
This is true to all Middle Eastern countries.

When reacting for something or offering something, be sure to do

so with your right hand. Using the left hand is considered taboo.

When sitting, be sure the soles of your shoes face the ground. It is
considered taboo for the soles to be showing.

GE – Purposive Communication Page 20

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Singapore Gesture with your entire hand in conversation. Pointing with one or
two fingers is rude. Avoid showing the soles of your shoes.

Your feet should be used for walking-nothing else. Feet are

considered unclean parts of the body and should never, for
instance, be used for moving anything (a chair closer to a table, for
example).

South Korea When meeting someone, a slight bow is appropriate.

It is considered good manners to acknowledge an older person by

standing when the person enters a room.

One way to show respect for elders is by lowering your eyes.

Loud laughter is rude. When laughing in public, cover your mouth.

Nose blowing is also in poor taste and should be done in private.

Be sure to remove your shoes when entering a temple or a

person‘s home.

A hug or patting another on the back is rude.

United Kingdom When meeting someone, respect space by maintaining a two

arm‘s-length distance.

Men should wait for a British woman to extend her hand before
shaking hands. When meeting someone, rather than saying, ―It‘s
nice to meet you,‖ a more appropriate response is, ―How do you
do?‖

The V-sign with the palm facing toward the speaker is the obscene
―up yours‖ insult and frequently used to signify defiance (especially
to authority), or contempt, or decision, but with the palm facing out
it is the victory sign.

Your hands should always be visible. It is rude for hands to be in

pockets.
Flags were taken from: www.bing.com/images/search?q

Language Register for more Effective Communication

Languages vary according to either the user or its use. Our previous lessons and
discussions focused on dialects or variations according to the user (defined by variables,
such as social background, geography, sex, and age-for example, American English, British
English).Variations according to use, on the other hand, are called registers.

A register, therefore, is characterized by ―difference in the type of language selected

as appropriate to different types of situation.‖

GE – Purposive Communication Page 21

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

The term ―register‖ refers to particular varieties or styles of speaking and writing,
which vary in their degrees of formality depending on the topic (what), purpose (why),context
(where), and audience (who). For example, there is a legal register, a register of advertising,
registers of banking, and a register of whether forecasting.

Registers, recognized because of their specialized vocabulary and their particular

use of grammar, are categorized into five varieties: very formal, formal, neutral, informal, and
very informal.

Notice the different registers as shown in the table for greetings in both speaking and writing
(―Register and Style,‖ 2011).

Very Formal Formal Neutral Informal Very Informal

How do you do? Hello! Hello! Hi! What‘s up?/Hey!

1. Very formal, frozen, or static register. This register is ―frozen‖ in time and content
because it rarely or never changes. Examples are poetry, The Lord‘s Prayer, laws,
marriage vows, insurance policies, lease, and wills.
2. Formal or regulated register. This is the formal and impersonal language, which is
one-way in nature and used in formal situations. Examples are books, news reports,
magazine or journal articles, business letters, official speeches, and sermons.
3. Neutral, professional, or consultative register. This is the normal style of speaking
between communicators who use mutually accepted language that conforms to
formal societal standards. Examples are the types of communication between
strangers, teacher and student, superior and subordinate, doctor and patient, and
lawyer and client.
4. Informal, group, or casual register. This is the informal language between friends
and peers, which uses slang, vulgarities, and colloquialisms. Examples are
conversations, chats and emails, blogs, tweets, and personal letters.
5. Very informal, personal, or intimate register. This is the private, intimate language
reserved for family members or intimate people. Examples are the kinds of
interactions between husband and wife, boyfriend and girlfriend, siblings, and parent
and child.

A. Determine how well you can connect by identifying whether the given sentences are AmE
or BrE. Write your answer inside on the blanks.

_____ 1. The Cruzes are on vacation in Baguio until next week.

_____ 2. The car is out of petrol.
_____ 3. Shall we go now?
_____ 4. The teams are playing tomorrow morning.
_____ 5. The students needn‘t come to school today.
_____ 6. The prankster has never gotten caught.
_____ 7. Mary is busy cleaning the cabinets.
_____ 8. John puts the tea and biscuits in his trolley.
_____ 9. The twins need to go the bathroom.

GE – Purposive Communication Page 22

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

_____ 10. Happy Holidays!

B. Make a slogan poster incorporating cultural and intercultural awareness and sensitivity in
your communication of ideas.

SELF- EVALUATION: To assess your leaning in this module, do what is asked.

Four options are given for each number, but one of them is incorrect. Cross out this
wrong word.

1. Nonverbal language is (direct, spontaneous, unuttered, felt)

2. American English and British English vary in (spelling, grammar, pronunciation,

vocabulary).

3. An inter-language is believed to be (lasting, temporary, interim, transitional)

4. English dialects exist in some society circles, which are called (expanding, outer,
secondary, inner).

5. Registers differ not only according to topic but also according to (purpose, semantics,
context, audience).

6. Proficiency in English is useful in (reporting, emailing, researching, texting).

GE – Purposive Communication Page 23

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

7. Let us (accept, avoid, respect, endure) cultural differences for a harmonious and
profitable coexistence with people in this global society.

POST TEST: Answer the following questions briefly.

1. In what aspects do American English and British English vary?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

2. Why do we need to be familiar with the various registers of a language?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

REFERENCES

1. Bernales, R. et al. (2018). Purposive Communication in Local and Global Contexts.

(pp.30-38)
2. Padilla, M. et.al (2018). Communicate & Connect! Purposive Communication. Mutya
Publishing House, Inc., Manila, Philippines
3. Uychoco, MT, & Santos, ML (2018). Communication for Society: Purposive
Communication.1st Ed.

GE – Purposive Communication Page 24

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Module 4

TOPIC: Module 4 – EVALUATING MESSAGES AND/OR IMAGES

4.1 The Text or Message

4.2 Semiotics and Text Analysis
4.3 Mass Media and Multimodal Texts

TIME FRAME: 6 hrs.

INTRODUCTION:

Language change is inevitable; as culture changes, so does language. And since we

now live in a globalized world, change happens at a much faster rate. Many things that
seemed inconceivable in the past have become a reality. Furthermore, the consequences of
ineffective communication can be significant, and far-reaching. It is important that we
evaluate the effectiveness of our message by developing and using strategic questions to
identify strengths and weaknesses. In this module, you will identify the qualities of an
effective message, and explore strategies for evaluating your own work.

INTENDED LEARNING OUTCOMES: In this lesson, the students will lead to:

1. Evaluate multimodal texts critically to enhance receptive skills;

2. Convey ideas through oral, audio-visual, and/or web-based presentations for different
target audience in local and global settings using appropriate registers;
3. Adopt awareness of audience and context in presenting ideas.

PRE – ASSESSMENT: Provide what are being asked. Answer in two-three sentences.

1. Why is text or message given so much attention?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

2. How do you analyze a text?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

3. Differentiate online newspapers from printed ones.

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

GE – Purposive Communication Page 25

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

LEARNING ACTIVITIES

Let’s CommuniCate

The Text or Message

Generally, message is the information conveyed in the communication process. It

comprises verbal
and/or nonverbal
content, which may be
spoken, written, or
manual (for sign
language).

For our
purposes, however,
―message‖ (or ―text‖)
refers to any recorded
message (e.g., writing,
https://www.bing.com/images/search?view
audio-recording, audio
– and video-recording) that is physically independent of its sender or receiver. A text is an
―assemblage of signs (such as words, images sounds and/or gestures) constructed (and
interpreted) with reference to the conventions associated with a genre and in a particular
medium of communication (such as verbal, nonverbal, or both) (Chandler, 2017).

The term ―medium‖ is used in a variety of ways. It may include such broad categories
as speech and writing or print and broadcasting, or relate to specific technical forms within
the mass media (radio, television, newspapers, magazines, books, photographs, films, and
records) or the media of interpersonal communication (telephone, letter, fax, email, video-
conferencing, computer-based chat systems).

A students, you are required to compose oral and written texts, and to best create
and produce a quality text, you need to consider the text type expected, its purpose, and its
intended audience. The three factors have implications for the structure, language, and
presentation of the text (Hoadley & Nixon, 2017).

Language is the means by which the information is expressed verbally and/or

nonverbally. Depending on the text type required, you may communicate your ideas in any
of the five language registers discussed in the previous chapter: very formal, formal, neutral,
informal, or very informal. The formality of vocabulary, grammar, and mechanics needed are
dictated by the register you are to use.

Presentation covers the layout, format, length, oral delivery (voice, body language,
timing) and any other conventions, such as spelling and referencing (Hoadley & Nixon,
2017).

GE – Purposive Communication Page 26

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

The usual written text types that may be assigned to you are essays, reports,
researches, reviews or reactions, journals, business letters, translations, and blogs. In
speaking, you may be required to do oral reports, speeches, or interviews.

If you are tasked to write about just one topic for two varied text types, an academic
essay and a business report, for instance, you have to structure and present them in
different ways. Since their report purposes differ, for structure, you may just dwell on the
topic in the essay, but in the report, you are expected to provide findings, conclusions,
and/or recommendations. For the presentation of information, essays do not usually have
sections but flow as a continuous piece of writing; reports are divided into separate sections
and subsections. For the language of both texts, you need to use formal register but with
varied types of vocabulary because of the different audiences.

Semiotics and Text Analysis

Semiotics is concerned with ―everything that can be taken as a sign‖ (Eco, 1976).
Semiotics involves ―the study not only of what we refer to as ‗signs‘ in everyday speech, but
of anything which ‗stands for‘ something else; in a semiotic sense, signs take the form of
words, images, sounds, gestures, and objects‖ (Chandler, 2017).

Signs consist of signifiers (sounds and images) and signifies (concepts); ―the sign is
the whole that results from the association of the signifier with the signified‖ (Saussure,
1983).

https://www.bing.com/images/search?q=image+of+semiotics+and+text

The relationship between the signifier and the signified is referred to as signification
(Chandler, 2017). For example, if you hear the sounds represented by the letters ―b-o-y‖ or a
picture of a boy (the signifier), you think of the concept ―male child‖ (the signified. Together,
the sounds of the word (or the picture of the boy) and the concept created by the sounds (or
the picture) form a sign.

In the past, sign systems (language, literature, cinema, architecture, music, and so
on) were studied as mechanisms that generate messages, but now the work that is
produced through them and the individual who produced the work or activity that constitutes
and/or transforms the codes, but also on the individual who constitutes and/or transforms the
codes while performing the work. The work and the individual are, therefore, the subjects of
semiosis.

For example, in the early 70‘s, the Pepsi‘s slogan to promote its product: ―Come alive
with the Pepsi Generation‖ was literally translated in Germany as ―Rise from the grave with
Pepsi!‖ and China as ―Pepsi brings your ancestors back from the grave‖ (Kwintessential
Translations, 2017).

GE – Purposive Communication Page 27

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

Similar errors can be found all over the world: in menus, signages, advertisements,
instructions, and so on. Here is a list of mistranslations seen around the world. (Nicholson,
2017)

1. Aeroflot advert: ―introducing wide boiled aircraft for your comfort‖

2. Airline ticket office, Copenhagen: ―We take your bags and send them in all
directions.‖
3. A menu in Vienna: ―Fried milk, children sandwiches, roast cattle and boiled sheep‖
4. A sign on a car in Manila, Philippines: ―Car and owner for sale.‖
5. At a Korean restaurant in Auckland, New Zealand: ―We do not re-use the food.‖
6. Athens hotel: ―Visitors are expected to complain at the office between the hours of 9
and 11 A.M. daily.‖
7. Belgrade hotel elevator: ―To move the cabin, push button for wishing floor. If the
cabin should enter more persons, each one should press a number of wishing floor.
Driving is then going alphabetically by national order.‖
8. Hotel elevator, Paris: ―Please leave your values at the front desk.‖
9. Hotel in Japan: ―You are invited to take advantage of the chambermaid.‖
10. In a New Zealand restaurant: “Open seven days a week, and weekends too.‖
11. Instructions on a Korean flight: ―Upon arrival at Kimpo and Kimahie airport, please
wear your clothes.‖
12. Japanese hotel room: ―Please to bathe inside the tub.‖
13. Sign at Mexican disco: ―Members and non-members only.‖
14. Tokyo hotel’s rules and regulations: ―Guests are requested NOT to smoke or do
other disgusting behaviors in bed.‖
15. War museum on the River Kwai, Thailand: ―The Museum is building now – sorry
for the visitor.‖

Mass Media and Multimodal Texts

https://www.bing.com/images/search?q=image+of+mass+meida+and+multi+modal+texts

Mass media refers to the type of communication that uses technology to

simultaneously reach a wide audience. The five types of mass media are print, radio, regular
broadcast television, cable television, and telecommunications, such as the Internet or
satellite services. Television and the Internet are multimodal in nature.

GE – Purposive Communication Page 28

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

A text is ―multimodal‖ when it combines two or more of the five semiotic systems
(Anstey & Bull, 2010):

1. Linguistic or textual system:, comprising aspects, such as vocabulary, generic

structure, and the grammar of oral and written language;
2. Visual system, consisting of aspects, such as color, vectors, and viewpoint in
still and moving images;
3. Audio system, with aspects, like volume, pitch, and rhythm of music and sound
effects;
4. Gestural system, including aspects, such as movement, speed, and stillness in
facial expression and body language; and
5. Spatial system, covering aspects, like proximity, direction, position of layout, and
organization of objects in space.

Examples of multimodal texts, which can be delivered via different media or technologies,
are:
1. a picture book, in which the textual and visual elements are arranged on
individual pages that contribute to an overall set of bound pages;

2. a web page, in which elements, such as sound effects, oral language, written
language, music, and still or moving images are combined; and

3. a live ballet performance, in which gesture, music, and space are the main
elements.

Many newspapers and some other mass-media news outlets are multimodal
because they now have web pages. A web pages is a document connected to the World
Wide Web and viewable by anyone connected to the internet who has a web browser, A web
browser, or simply :browser,‖ is an application (such as Microsoft Internet Explorer, Google
Chrome, Mozilla Firefox, and Apple Safari) used to access and view website (The Tech
Terms Computer Dictionary)

In the Philippines, some newspapers with web pages are Philippine Daily Inquirer
(Inquirer.net), Philippine Star (PhilSTAR.com), Manila Standard Today (MST.ph), ABS-CBN
News (news.abs-cbn.com), GMA Network (www.gmanetwork.com), and Philippine News
Agency (www.pna.gov.ph).

Online newspapers are very different from printed newspapers.

1. First, the Internet allows for hypermedia, ―the integration of different channels of
communication, such as written texts, still pictures, motion pictures and sound‖
(Jucker, 2003)
2. Second, online newspapers are more personal because they target particular
audiences.
3. Third, interaction levels are increased since even the mere reading of material online
is a ―form of interaction, as producers can track exactly what is getting read, what is
being shared and so on‖ (Jucker, 2003).
4. Fourth, the ―traditional life span of information: is changing; people expect up-to-the-
minute updates about news and events (Jucker, 2003)
5. Fifth, online newspapers are synchronous (the sent message is immediately
received), not asynchronous (there is at time lag between the sending of the

GE – Purposive Communication Page 29

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

message and its receipt). Talking on the phone is synchronous while reading an
email sent some time ago is asynchronous.
6. Sixth, “their electronic publication format makes [online newspapers] susceptible to
immediate modifications and changes wherever they are received‖ (Jucker, 2003)

Twitter and
Citizen Journalist

are ways of ―doing‖

news (Mooney &
Evans,
2015).Twitter is a
―micro-blogging
application,
allowing individuals
to author and
disseminate
messages of 140
characters called
‗tweets‘ ― (Moonrey
& Evans, 2015).
The twitter interface
allows users to see
what is trending https://www.techadvisor.co.uk/cmsdata/features/3534616/logo_thumb800.jpg
globally and to follow a
subject regardless of who is tweeting. Though twitter, anyone with a smart-phone access to
the public sphere can engage in ―citizen journalism‖ (where nonprofessional journalists
produce new content) and obtain live coverage of what is happening and what is important
anywhere anytime by simply newsgathering ―user-generated content‖ online (Moonrey &
Evans, 2015). Knowing what to trust on twitter (what news is true and what is not) therefore
is not always easy; it requires some kind of literacy.

A. Look for any text (oral or written, print or broadcast) from any kind of medium (mass
media or media of interpersonal communication).
1. Analyze its structure, language, and presentation based on its text type,
audience, and purpose.
2. Prepare a written output of your analysis.

B. Look five examples of funny or vague signages, menus, instructions, and the like
caused by English mistranslations in the Philippines (or even stories about
misinterpretations of English as spoken by Filipinos). Take a picture or screenshot of
the funny signages and interpret why such signage/ is/are vague, and give your
corrective suggestion to improve the signage/s.

C. Surf the Web, and access web-based interactions (such as video-chats, blogs, vlogs,
podcasts, and YouTube multimodal texts). Read and analyze their structure,

GE – Purposive Communication Page 30

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

language, and presentation to get a better understanding of what multimodal texts

are.

SELF- EVALUATION: To assess your leaning in this module, provide what is asked.

Make a concept map on the key features of evaluating messages/images

POST TEST: Answer the following questions briefly.

1. How text type, purpose, and audience affect the structure, language, and
presentation of the text?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

2. How may mistranslations be avoided?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

GE – Purposive Communication Page 31

LEARNING MODULE SURIGAO STATE COLLEGE OF TECHNOLOGY

3. Why is difficult for us to know what news to trust on twitter?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

REFERENCES

1. Bernales, R. et al. (2018). Purposive Communication in Local and Global Contexts.

(pp.30-38)
2. Padilla, M. et.al (2018). Communicate & Connect! Purposive Communication. Mutya
Publishing House, Inc., Manila, Philippines
3. Uychoco, MT, & Santos, ML (2018). Communication for Society: Purposive
Communication.1st Ed.

GE – Purposive Communication Page 32