COURSE DESCRIPTION

Purposive communication is a three-unit course that develops student’s

communicative competence and enhances their cultural and intercultural
awareness through multimodal tasks that provides their opportunities for
communicating effectively and approximately to a multicultural audience in a
local and global context.

INTRODUCTION
When we started teaching College Freshman English at the beginning of
the twenty-first century, we had never imagined that we would be written this
textbook that is basically College Freshman English Plus, in the light of K-12,
we are gratified to know that our experiences in teaching at the tertiary level
can be put to good use, and that we can help college students improve their
use of the English language. What we have produced in this textbook is the
fruit of years of teaching General Education courses in the University of the
Philippines (UP), and regardless of the outcome concerning the General
Education curriculum in UP and beyond, at least what we have taught in the
past will live on in this textbook.

We have tried our best to develop and adapt the new College Freshman
English course, Purposive Communication, with the methods, strategies, and
insights that we have learned as teachers in the university. We are familiar
with the way the course was developed. Three-courses from UP-English 10
(Freshman English), English 30 (English for the professions), and
Communication 3 (Oral Communication)-were combined into one College
Freshman English course, which is now known as Purposive Communication.

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 PURPOSIVE COMMUNICATION I

MODULE 1

Communication in the Twenty-First Century

This chapter will introduce several concepts about
communication beginning from the Ancient Greeks until the twenty-
first century. It will illuminate several perspectives about
communication, the most important one being that should be honed to
become better citizens and to help in building one’s society.
It will explore the use of English in the world, as well as its
usage in the Philippines. It will also discuss the perils of language,
and how we can find the seeds of racism, sexism, and classism in the
language that we use- and what one can do to ensure that one’s
language is as academic and inclusive as possible.
Lesson Objectives:
By the end of this lesson, you should be able to:
1. have a thorough understanding of communication models and
processes;
2. understand the importance of ethics in communication and
academic writing; and
3. discover how the English language spread throughout the world,
and appreciate the differences between Standard English, World
Englishes, and Philippine English.

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 LESSON 1: Communication Models
In this lesson, students will be exposed to the different ways of looking at
communication. It should give the students a good understanding of why
communication should be studied at the tertiary level, and the potential of such a
course in helping them transform themselves and their society. It includes
communication models that students can use in the future, and may explain why
communication tasks in the past have either failed or succeeded. It is a good
introduction to the different processes, principles, and dimensions of communication
that students should be aware of, when they start communicating in the academe and
the professional world.

Lesson Objectives:
By the end of this lesson, you should be able to:

1. understand the importance of communication in society;

2. know the principles and processes of communication as embodied in the new
communication models provide; and
3. relate the communication models to their experiences and apply them to their
own communication processes.

Before-Reading Questions:

1. Why is communication important to you?

2. Why is communication important to the society?
3. Why do you think communication skills are considered to be essential
in being good citizens?

Introduction
‘The art of communication is the language of leadership.” (James Humes)
It is a mistake to believe that communication is a simple process. Although people
communicate with one another every day, the real questions is whether the ideas one has
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expressed are truly understood by another. Communication breakdowns happen in every
part of the globe, and these have led to a plethora of problems. Effective communication
can breach peace, spark revolutions, and affect change in the government. However, to
communicate properly, one cannot simply strive to express organize one’s thoughts,
control one’s emotions, use one’s words to articulate concepts and arguments, and
express oneself in the best way possible.

To lead nations or corporations, communication skills are essential. To work

smoothly as a team, communication is indispensable. And to create a vision that people
will believe in, one needs to learn how to communicate purposefully in today’s society .

After-Reading Questions:

1. What problems can happen when there are communication breakdowns?

2. What does Berlin mean when he says “(In teaching writing), we are
teaching a way of experiencing the world, a way of ordering and making
sense of it”?
3. Is this only true for writing? Explain.

Communication Models
One way of thinking about communication processes is by looking at the different
communication models available. According to Denis Mcquail and Sven Windahl (2013),
in their book Communication Models for the Study of Mass Communications, “a model
seeks to show the main elements of any structure or process and the relationship between
these elements … it helps in explaining by providing in a simplified way information
which would otherwise be complicated or ambiguous.” (2)

Professor Ramona S. Flores (2016), in her book Oral Communication in Context,

discusses four models of communication in the chapter, “Explaining the Nature of
Communication.” She discusses the different communication models as follows
(Aristotle, Shannon-Weaver, Schramm, and White, 2016):

Aristotle’s Model of Communication

SPEAKER SPEECH AU-DIENCE EFFECT

Occasion

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 The earliest model comes from Aristotle at around 5 B.C. In this model, Aristotle explains that
speakers should adjust their messages according to their audience and the occasion to achieve a
particular effect. Let us apply this to a modern example. After the Japanese attacked Pearl Harbor on
December 7, 1941, then US President Franklin Roosevelt delivered a stirring speech to declare war on
Japan on December 8 (National Geographic, 2017). The speaker, in this case, was US President Frank
Roosevelt and his speech was crafted especially for the occasion filled with strong words that were crisp
and straight to the point.

The occasion was the US President’s response to the attack on the Pearl Harbor; the main
audience was the US Congress; and the effect was to persuade members of Congress to declare war on
Japan, which they did, with only one dissenting vote. These components of speaker, speech, occasion,
audience, and effect should be considered when communicating one’s message.

Shannon-Weaver’s Model of Communication

Information Source Transmitter Reception Destination

SENDER SENDER CHANNEL SENDER SENDER

NOISE

FEEDBACK

The Shannon-Weaver model was created by Claude Shannon and Warren Weaver (Flores, 2016).
According to the website Communication Theory.Org, in 1948, Shannon and Weaver wrote an Article in
the Bell System Technological Journal entitled “A Mathematical Theory of Communication.” According
to Flores (2016), this is also often called the “Telephone Model,’’ since it was developed because of the
technology of the telephone and the experience of “noise” coming from the switchboard.

The sender would be the person giving the message, while the encoder would be
the transmitter which converts the message into signals. Let us use the modern example
of the mobile phone. With our modern example, the encoder would be the cellphone, and
the sender, of course, would be the person calling. The decoder, on the other hand, would
be the reception place of the signal which converts signals into message, which is why in
modern parlance, when there is “no signal,’’ there is difficulty in decoding the message.

The receiver would be the destination of the message by sender which would be
the person who is being called-and when there are problems, or “noise,’’ that interferes
with the message, then the receiver would give feedback, which is usually phrased as
“choppy,’’ when the message cannot be heard because of the signal. The messages are
transferred through the use of a channel; in the case of the telephone, the channel would
be the cables, while in the case of the cellphone, the channel would be radio frequencies

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(Communication Theory.Org). These model also be used in other situations, and can tell
us how the message may sometimes get lost because of the noise, which can be physical
or psychological, and how feedback is an essential component of communication to
ensure that the message is successfully received.

Osgood-Schramm Model of Communication

MESSAGE

ENCODER ENCODER

INTERPRETER INTERPRETER

DECODER DECODER

MESSAGE

In this model, pay attention to the rule of interpreter. Encoding and decoding are not
automatic process both go through the filter of the interpreter. Therefore, the message
succeeds or fail, based on the interpreter’s appreciation of the message. When the sender
and receiver may apply different meanings to the same message, and this is termed
“semantic noise”.

Osgood-Schramm Second Model of Communication

FIELD OF EXPERIENCE FIELD OF EXPERIENCE

SOURCE SIGNAL SOURCE

EN- ENCO-
CODER DER

On the other hand, this model built this theory about the interpreter into the
different fields of experience of the sender and receiver. For the message to reach the
receiver there must be a common field of experience between the sender and receiver .

White’s Stages of Oral Communication

Thinking Symbolizing Expressing

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 Monitoring Transmitting
Feedbacking Decoding Receiving

The last model is Eugene White’s Stages of Oral Communication. According to white, it
is possible to begin at any of the stages outlined in his model. People are under the
mistaken expression that when we communicate, we usually start with thinking, but that
is not necessarily the case. The circular model means that oral communication is a
continuous process with no real beginning or end.

In conclusion, communication is not a simple process that starts with the speaker and
ends with the listener.

Learning Task: Communication Models Applied

Break into 5 small groups. Each group should do the following:

1. Explain the communication model assigned to them.

2. Use their own examples to explain the model.
3. Illustrate the model to a skit, which shows both successful communication and
failed communication.

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 PURPOSIVE COMMUNICATION I

MODULE 2

Public Speaking and Reports in the Information Age

In this chapter, we will be more specific in dealing with
communicating and reporting in the age of information.

Chapter Objectives:

1. appreciate the importance and history of public speaking;

2. speak in public in an organized and competent manner; and
3. analyze speeches and identity perceived strengths and weaknesses.

LESSON 1: Public Speaking

Introduction

The importance of public speaking cannot be denied. Great speeches have moved
nations to war and revolution; they inspire and move people to act. What people say, and
how they say it, can get them elected in public office or create a new movement in
society. For the Greeks, public speaking was political in nature, and the spoken word was
thought to be such an important skill that citizens were taught the art of rhetoric.

Lesson Objectives:

By the end of this lesson, you should be able to:

1. understand the history of public speaking and the nature of communication.

2. dissect a speech using the general principles of logos, pathos and ethos.
3. give a short, prepared speech in public.

A Short History of Public Speaking

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 There are many public speaking traditions around the world. The most well-known
public speaking traditions come from the West, specially from the Greco-Roman
tradition. The Greek studied the art of rhetoric on the island of Sicily, and it began with a
practical need. According to Corax a Greek teacher of rhetoric, a basic speech has 3 parts,
the introduction, evidence and conclusion.

Other famous Greek teachers wee Protagoras, the father of debate. The famous
Greek philosopher, Aristotle a.k.a. the father of modern communication. Aristotle wrote a
treatise entitled “Rhetoric”, where he discusses the use of logos (logical argument),
pathos (emotional argument), and ethos (the speaker’s character and credibility) in the
use of persuasive speaking.Demosthenes the famous orator of Greece.

The Philippines actually has its own tradition of public speaking. It is called
different words in different regions in the Philippines. According to Montemayor (n.d.)
among the Tagalogs, the Karagatan is said to be a game wherein young men and women
duel with each other using words when it comes to talking about love. During the
American period “Balagtasan” were widely known to stage to honor Francisco Balagtas.

In this manner, the Filipino public speaking tradition brings with it the flamboyant,
poetic manner that flourished under Spanish colonization, and the simpler, methodical
public speaking traditions of the west.

After-Reading Questions:

1. According to Corax what are the 3 parts of speech?

2. Who do you consider a good speaker? Explain why you think so?
3. What are your thoughts and feelings about public speaking?

ACTIVITY

The teacher will introduce to you the public speech “Bataan Has Fallen” by
Salvador P. Lopez.

QUESTIONS:

1. What do you know about the role of the Philippines in World War II?
2. Where is Bataan? What is the importance of WWII?
3. Discuss the roles of the Japanese, the Americans, and the Filipinos in WWII.
4. Given that this speech was heard over the radio when the Philippines fell to
Japan, what are your predictions about the content of the speech? Why are these
your predictions?

5. What is the importance of Easter Sunday in Holy week? What do you think is
the connection of the Holy Week and The fall of Bataan?

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 PURPOSIVE COMMUNICATION I

MODULE 3

The Tools Needed in Critical/Creative Reports.

In today’s day and age, everyone is expected to be able to give critical and creative
reports. This includes lawyers, engineers and government employees, not just those who
are working in the fields of multimedia and the arts.

Lesson Objectives:
By the end of this lesson, you should be able to:

1. create a credible, logical report that is thoroughly researched and fact-checked;

2. deliver a report using effective verbal and non-verbal communication; and
3. augment the report with relevant and eye-catching visual aids.

Best Practices of Public Speaking

Before-Reading Questions:

1. From your experience as a student who listens to teachers in classrooms, what is

the difference between a good public speaker and a bad public speaker?
2. Who among the many public figures do you consider to be a good public speaker?
Why do you think so? What do you think makes this person effective?
3. What are the worst traits of a public speaker? How do they affect their audience?

Introduction

What makes a speech electric? What makes a speech so effective that it gives
audience goosebumps or make them flush in rage or joy? Some speeches can be so
effective that it triggers someone’s adrenaline, while other speeches, just as effective,
trigger a sense of peace and calm in the midst of chaos. Great speakers have been called
hypnotic, magnetic and charismatic and this is not just because they have a compelling
message, but because of the captivating manner they deliver these speeches, as well.

Performance

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 Speeches are performances, and they are delivered best when they have the feel of
authenticity and earnestness. People respond when they feel that the speaker is being
honest and sincere in their speeches. A sense of humor, helps break the ice, and strategic
shows of vulnerability and concern can make an audience feel closer to the speaker.

Plan the Speech

It is important to express oneself in an expressive and articulate manner. It is best

to choose one’s words carefully, and to ensure that one’s speech builds the foundations of
logos, pathos and ethos.

Eye Contact

One way of coming across as authentic is the ability is to make good eye contact
with the audience, and to speak in a manner that touches them.

Speaking Style

Different people have different speaking styles, and one can only find one’s
personal style through constant practice. Some people seem to be more effective when
they come across as calm, trustworthy and reasonable, and their hand gestures are more
thoughtful and open. And others start at bursting of passion and bombast, infecting the
audience with their fervor and enthusiasm.

Hand Gestures

Hand gestures can create as much of an impact as the content of the speech itself.
Hand gestures can be useful signpost in making a point, such as the usual hand gestures
of enumeration. Some hand gestures are considered rude, it is important to be able to
match the appropriate hand gestures to the audience.

Recording the Speech for Feedback

One of the best practices in public speaking is to videotape speakers, and then have
these speakers watch themselves.

Peer Evaluation

Not all schools have the means of recording their students’ speeches, in this case it
is important to have discerning teachers, coaches or peers to provide feedback when it
comes to the effectivity of one’s speech.

Appearance

When it comes to appearance, it is important to look credible and worthy of

respect.

Clothing

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 Traditional audiences often call for more formal clothing. In the Philippines, the
use of slacks and barong is common.

Good Grooming

In addition, good grooming is a must, and that extends to one’s hair to one’s nails.
As long as one looks neat and clean, that should be enough to satisfy most audiences
requirements.

Visual Aids

Since we live in a world that is more dependent on information technology, it has

become de rigueur for audiences to expect speeches to be accompanied with visual aids.

PowerPoint Presentations

The best PowerPoint presentations are not text-heavy; instead, they are visually
oriented.

Handouts

These should be written succinctly, and should have appropriate citations to be

given to the audience before speeches.

Feedback

Although the speech is a performance, it is also one where its audience can
participate, often by the speaker asking rhetorical or directing actual asking questions to
the audience.

Conclusion

In the end, public speaking is a dynamic performance that is meant to disseminate

information, create greater awareness and evoke emotions in the audience.

After-Reading Questions

1. Why is public speaking a performance?

2. Is a good public speaker born, not made? Explain your answer.
3. As an audience member, what affects you the most when it comes to the effectivity
of the speech?
4. Do you want to be a good public speaker? Why or why not?
5. What is your speaking style? Can you think of any famous person who has the
speaking style?

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 PURPOSIVE COMMUNICATION I

MODULE 4

The Documented Essay on a Concept.

In this chapter, you will learn another essential skill: how to write in the register of
academic discourse by planning and drafting a documented essay on a concept of social
and cultural significance. You will also learn about research and documentation.

Chapter Objectives
By the end of this chapter, you should:

1. know the content, purpose and significance of scholarly documented essays and
collaborative knowledge-production in 21st Century;
2. gain critical thinking skills to read high-level texts on topics of social and cultural
significance in the Philippines and larger contexts;
3. be able to evaluate sources of information, using old and new technologies; and
4. practice high level writing as a process thinking, planning, reading, and evaluating
as well as creating and revising knowledge for the benefit of Philippine society.

Lesson 1
Academic Research and Documented Essay in the Twenty-First Century
This lesson is divided into 2 main parts: (1) the register of academic discourse and
(2) research and documentation in the 21st century.

Lesson Objectives:

By the end of this lesson, you should be able to:

1. know the characteristics of academic writing by reading excerpts from academic

papers;
2. write a paragraph using a register (language and style) appropriate to the academic
context;
3. know the principles and methods of and research in the 21st century;
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 4. evaluate and select sources of information on a relevant topic; and
5. organize bibliographic information from a variety of sources into a sample
reference list.

Academic Writing

The label “academic” refers to a student’s informed, scholarly, and insightful

contribution to ongoing discussions of relevant topics or issues.

An Academic Writings Must Be;

1. Specific and Clear Language

Academic writing should not sound pompous. Pompous language obscures
meanings.
Examples:

USING INSTEAD OF
kinda kind of
sorta sort of
wanna want to

2. A Balanced and Credible Voice

Besides using clear and specific language, academic writing should not be
stiff or stilted and somber in tone. It means the expression of the emotion of the
writings must not be over reacting to the readers.

3. Socially and Culturally Relevant Topics

One important myth to debunk is that academic papers deals with topics that
are likely to bore both the writer and the reader. Student writers are often allowed to
select their own topics within a more general area specified by the teacher, the course or
the discipline. A student should begin by considering the topics that are particularly
interesting and relevant for him/her. It is also essential to consider such topics or research
areas in light of their social and cultural significance.

Documented Essays

Documented essay is another term for academic paper. “Documented” emphasizes

that any kind of scholarly or academic writing requires writer to (1) read and gather
information from relevant sources on a chosen topic, (2) clearly acknowledge these
supporting sources and (3) add to scholarship by selecting, arranging, commenting on, or
even debunking the information from there sources.

Activity 1

To articulate your perceptions about research papers, documented essays and

academic writing in general, make the following exercises:

1. Write 2 to 4 paragraphs, in any style you prefer, speculating about what it would be
like to go out on a date with someone who talks like an academic paper. Describe
both the experience and the person: What would he or she would talk about? How
would he or she talk? What place or places would you go to or visit? What would

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 you eat during that date? End by speculating about whether or not this would be an
enjoyable experience.
2. Then, consider what you believe to be the characteristics of an academic paper in
light of the experience you just narrated

PURPOSIVE COMMUNICATION I

MODULE 5

Public Speaking, Collaboration and the Writing Process

This lesson complements the first by zooming in on the skills required for the
research, reading and collaboration involved in the entire process of writing a
documented essay.

Lesson Objectives:

By the end of this lesson, you should be able to:

1. conceptualize an original argument or thesis on a relevant social or cultural issue;

2. organize supporting ideas into a working plan or outline; and
3. write a paragraph that integrates original ideas with properly documented
quotations, paraphrases and/or summaries from a variety of supporting sources.
4. Understand the history of PUBLIC SPEAKING

Writing as A Process
In 1992, an educator and journalist named Donald M. Murray proposed that
teachers should “Teach Writing as a Process, not a Product.” This means that writing
consists of more than just drafting a paper but rather as 3 stages that Murray calls pre-
writing, writing and rewriting (1972).

The Pre-Writing Stage of the Writing Process

a. Choosing a Topic and Limiting It

-the pre-writing stage is defined as “everything that takes place before the first
draft” (Murray, 1972).
1. Brainstorming
2. General Topic Selected
3. Specific Topic

Asking Research Questions and Establishing the Significance of One’s Research

-this is to barrage the specific topic with questions to come up with the essay’s main Research
Question.

A . Composing a Thesis Statement

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 -this is the explicit statement of what will be the paper’s central idea, point, or argument, that is –
the main assertion that will be supported by the entire essay.
b. Preparing a Writing Outline
-it is very helpful for students to prepare a writing outline for any type of essay particularly for an
academic documented one.
-the 3 main sections of an outline:
1. The Introduction
2. The Development
3. The Conclusion
c. Doing Research and Finding Credible Sources
-Writing an academic essay means adding one’s voice to the conversation of other writers and
scholars.

PUBLIC SPEAKING
The importance of public speaking cannot be claimed.Great speeches have moved
nations to war and revolution:they inspire and move people to act.What people say,and
how they can say it,can get them elected in public office or create a new movement in
society.For the Greeks public speaking was political in nature,and the spoken word was
to be such an important skill that citizens were tought the art of rhetoric.
Public speaking is an important life skill,yet few people master it,many people are
afraid of speaking in public.However,the significance of public speaking has only gotten
stronger in contemporary times.Public speaking platforms,such as TED talks and You
Tube ,have captured and dissinated public speech to an unprecedented scale ,and what
one says at the sur of the moment can live forever on the internet.Great speeches have
created hope in perilous situations,and have made people change their minds about the
world and their places in it.
According to acclaimed public speakers Dale Carnegie and Joseph Berg Esenwein
(2007),”Public speaking is is public utterance ,public issuance,of the man
himself;therefore,the first thing both in time and importance is that the manshould be
and think and feel things that are worthy of being given forth.”
Although this includes a short history on public speaking,we believe that this is not
complete without actually reading or watching great speeches.Aside from the written
speeches included,links are also provided tp access these speeches online,should they be
needed.To be able understand a good speaker,one needs to learn how to appreciate a
good speech and aspire to have the kind of skills that a good speakers have.

Activity 1. Answer the following questions

1.Do you think public speaking is important?Why or why not?

2.Should public speakers be ethical too?Why or why not?

3.Who are the people would you consider ethical speakers?Who are the speakers you
consider unethical?Expalin your answers.

Activity 2: Real or Not Real Go to the ff. websites and evaluate them to verify if this
are (a) actual news, (b) fake news, (c) satirical news sites and (d) blogs that contain
opinions and not news. Write the letter of your answer in the blanks provided.

____1. The Guardian

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 ____2. Trending News Portal
____3. Dwtv.3.com
____4. The Onion
____5. Mocha Uson Blog
____6. Get Real Philippines
____7. theguard1an
____8. Rappler
____9. The Philippine Chronicle
____10. GMA News Online
____11. News Info Learn

PURPOSIVE COMMUNICATION I

MODULE 6
History of public speaking and Concepts of Social and Cultural Significance in the
Philippines

In this lesson, focuses more specifically on how to write a documented

essay on a concept of social cultural significance.

Lesson Objectives:

By the end of this lesson, you should be able to:

1.Read the short history of public speaking

2.explain what concepts are, through the critical reading of sample documented
essays on concepts of social and cultural significance in the 21st century;

3.evaluate sample documented essay written by the Philippine scholars to explore

techniques of developing and explaining concepts; and

4.write an effective documented essay that critically engages with a concept from
Philippine culture.

PUBLIC SPEAKING HISTORY

There are many public speaking traditions around the world.We will discuss a few
of these traditions,from the more well known public speaking traditions of the Greeks
and Romans ,and the public speaking traditions of the Philippines.
The most well-known public traditions come from the west,specifically from the
Greco-Roman tradition.The Greeks studied the art of rhetoric on the island of
Sicily,and it began with practical need.Their government had been overthrown,a new
democracy was formed,and the Greek courts were filed with clasing property
claims .The Greek teacher of rhetoric,Corax,and his student,Tisias,proceeded to help
citizens
When it came to speaking persuasively in courts of law,and this led to the expansion
of the teaching of rhetoric to mainland Greece.According to Corax,a basic speech has

17
three parts,the introduction,evidence,and conclusion,and this simple organization of
speeches has endured throughout the ages (Morreale,2010)
Other famous Greek teachers were Protagoras,the father of debate,who made his
students argue for and against issues of the day,to sharpen their reasoning skills and
appreciate different sides of an issue.And there was the famous Greek
philosopher,Aristotle,also known as the father of modern communication.Aristotle
wrote a treatise entitled”Rhetoric”,where he discussed the use logos ( logical
argument) pathos (emotional argument),and ethos (the speaker’s character and
credibility),in the use of persuasive speaking (Morreale,2010)
According to Grenville Kleiser (2009),in Successful Methods in public
speaking.”the great orators of the world did not regard eloquence as simply an
endowment of nature,but applied themselves diligently to cultivating their powers of
Expression.”The most famous orator in ancient Greece was Demosthenes.In the
geginning ,he had many flaws when it came to public speaking,chief among them
were his stammer and weak voice.According to Kleiser (2009),Demosthenes
practiced earnestly and downhill while reciting”,and that his speeches were known for
their deliberation and forethought.
On the other hand,the most famous Roman orator was Cicero,whose eloquence
was described as a “resistless torrent”(Kleiser,2009.Cicero was statesman who argued
that the teaching of rhetoric should be considered an art form,and that this could be
useful in “all practical and public affairs.’Cicero believed that in order tpo prepare a
speech,one should first think of one’s listeners and their interests,and to use certain
strategies,such as using humor,questions,etc.to engage the audience (Morreale,2010)
The Roman lawyer and educator,Quintilian,also forwarde the idea that public
speakers should be ethical.According to Morreale (2010),the ideal speaker was a good
man speaking well…a good speaker is ethical and of high character,and speaking well
meant being well-informed and presenting effectively.
The Philippines actually has its own tradition of public speaking.It is called different
words in different regions in the Phillippines.According Montemayor ,among the
tagalongs,the karagatan is said to be a game wherein youngmen and women duel with
each other using words when it comes to talking about love,while the “Huwego de
Prenda”..is game use to entairtain guest and the bereaved family during
wakes.”During the American period,The more widely known Filipino poet.The
Balagtasan is “like an an ordinary debate,except the one has to reason and argue in
verse.Two master poets are assigned to defend the pros ans cons of the issue,and a
board of judges sits to determine the winner .”At first this whole enterprise was
scripted and staged ,but thereafter ,they were made in a more impromptu manner.

Explain the following..

1.According to Corax,what are the three part of speech?

2.According to Aristotle,what components make a speech persuasive?Explain these in
your own words.
3.Why does Cicero believe you should use strategies to engage the audience?Do you
agree?Why or why not?
4.What is Balagtasan?why is it the most well-known Filipino public speaking
tradition?
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 5.What do you think is the most important component that makes a speech
persuasive?why do you say so?

Text 1: PinoyBaduy

http://journals.ateneo.edu/ojs/index.php/budhi/article/view/601/598

Activity 1:

1. What does the word “baduy” mean to you?

2. How would you describe the clothing and behavior of a person you would
label as “buddy”?
3. Do you know other terms whose meanings are related to “baduy”? Give
examples and explain why.

PURPOSIVE COMMUNICATION I

MODULE 7

CORPORATE COMMUNICATION IN PHILIPPINE

SOCIETY

Corporate Culture and Communication

In this chapter, you will be introduced to corporate culture and communication. The
culminating activity of this chapter will be a simulated job application process wherein
you will submit a cover letter and resume and attend a mock job interview.

Chapter Objectives:

By the end of this chapter, you should be able to;

1. know the principles of communication in the corporate workplace and the

importance of appropriate language in maintaining professionalism;
2. know about work trends and corporate culture, as they relate to intercultural
communication, in the Philippines and the world;
3. gain critical thinking and writing skills to adapt their communication style and
language to different professional contexts; and
4. practice writing professional correspondence and basic workplace documents in
activities that simulates what happens in the real world.

LESSON 1
The Principles of Professional Communication

This first lesson introduces the principles of professional communication by

increasing your awareness on the importance of social context language use.

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Lesson Objectives:

By the end of this lesson, you should be able to:

1. describe the purpose and features of the register of professional communication;

2. know the principles that guide professional communication; and
3. apply these principles by revising professional documents or excerpts from these.

Corporate Culture and Professional Communication

The entire unit of this book is interested in how to communicatively adapt to

corporate culture, define by Patrick Montana and Bruce Charnov (2008) in Management
as “the total sum of the values, customs, traditions, and meanings that make a company
unique.” One may also describe this culture more simply as workplace or professional
culture, which may vary from organization to organization. The language of all forms of
writing in the corporate or professional context, however, will be guided by several basic
principles.

Professional Purpose

All kinds of professional writing have specific purposes related to the workplace.
One purpose is to record important workplace information, for example, via minutes of a
meeting, secretarial notes, and official documentation of proceedings. Another purpose is
to give or ask for information from people within the company via memos, outside the
company via business letters, or either of the two via memos, outside the company via
business letters, or either of the two via professional reports.

Activity 1

Look up the description and purpose of each of the professional documents below.

1. Transmittal memo
2. Monthly or quarterly report
3. Performance appraisal
4. Claims adjustment
5. Thank-you letter
6. Annual report
7. Quotation
8. Job description
9. Policy and procedure bulletin

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 PURPOSIVE COMMUNICATION I
MODULE 8

Corporate Culture and Communication

Audience of Professional

Professional writing targets a specific audience, sometimes one reader, sometimes

multiple readers. What is important in any case is to consider the level of knowledge of
the single reader or of the audience.

The Style of Professional Writing

Given its main objective of achieving results within an organization and the
importance of connecting with its audience, professional writing is necessarily written in
a particular style or register that aims to build goodwill. According to Kitty Locker and
Donna Kienzler, effective professional writing is reader-centered, emphasizes the
positive, and uses bias-free language.

Ex.

Negative Wording Positive Wording

We do not reply to emails on weekends. You may contact us via email at any
time from Monday to Friday.
Activity 1

Rephrase the negatively worded sentences that follow so that they emphasize the
positive.

Negative Wording Positive Wording

You are not qualified to join the
University Cooperative because you
haven’t fulfilled the tenure
requirements.
We put your case on hold because you
never sent us the information, we
requested in our email sent on June 24.

21
 Professional Language

Professional documents require language that is appropriate to the workplace

setting: polite, professional rather than overly personal, and grammatically accurate.

Activity 2

Will be given by the instructor.

Genres of Professional Writing

In the “Professional Purpose”, there are different types of genres of professional

documents. Each type of document follows specific generic conventions which are,
simply put, conventions for the formatting, layout, and contents of the document. For
example, business letters and memos are two of the most common forms of professional
correspondence.

Activity 3

Will be given by the instructor.

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 PURPOSIVE COMMUNICATION
INSTRUCTOR:DIOSDADO A.RAMIL

MODULE 9
Intercultural Issues in Workplace Communication
This lesson focus on several important cultural issues that relate
to corporate communication in local and global contexts.
Lesson Objectives:

By the end of this lesson, you should be able to:

1. understand the importance of considering culture in workplace communication in

the 21st century.
2. identify the cultural factors that influence intercultural or cross-cultural
communication; and
3. apply the principles of effective intercultural communication in the writing of
professional correspondence.

Cultural Differences

Having a multinational or cross-cultural team or partnership has benefits and

challenges. On one hand, diverse cultures can mean a diverse knowledge base and new
approaches to solving workplace problems. On the other hand, certain ideas may be at
risk of being “lost in translations.” While one way of behaving and communicating may
be the norm for one group, it can seem unusual or even cause offense to another.

Although not directly related to communication, one example of a cultural

difference that matters in workplace interactions is the value given to time. Cultural
differences are tied to language differences, that is, language and culture go hand in hand.

Effective Intercultural Communication

It should be clear how important it is to be culturally aware and culturally sensitive

when navigating intercultural communication. Here are two more cultural differences that
affect communication between those from the east and west.

1. Directness Versus Circumlocution

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 -as Chan (1999) explains it, “this means that a message, an idea, a request, etc.
should be conveyed to the audience or recipient clearly and in as few words as
mandatory.

2. Personal/Friendly Language Versus Respectful Language

-Chan (1999) calls attention to the emphasis in Western contexts on using friendly
and personal-rather than impersonal-language in the workplace.

3. Synthesis
-Gloria S. Chan says that intercultural communication is more challenging than
intracultural communication because there is greater mastery of one’s own
language and culture. Yet for intercultural communication to be effective,
adaptations to a culture different from one’s own necessary.

Activity 1

For more information about the subject, search online for the essay “3 Situations
Where Cross-Cultural Communication Breaks Down” by GinkaToegel and Jean-Louis
Barsoux on the Harvard Business Review website (https://hbr.org). Then answer the
questions that follow.

1. List or identify the three situations detailed in the essay and explain them in your
own words.
2. Are there any equivalent examples you can give from the Philippine context?
3. Which of the suggested solutions for each situation do you think would work well
for Filipinos? Discuss why?

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 PURPOSIVE COMMUNICATION
INSTRUCTOR:DIOSDADO A.RAMIL

MODULE 10
Simulating the Philippine Workplace
In this chapter’s third and final lesson, you will apply the
principles of the first two lessons. You will review the general
principles of workplace documents: memos, business letters and
emails. In line with this framing, you will then learn about the job
application process, from the writing of effective cover letters and
resumes, to the job interview process.
Lesson Objective
By the end of this lesson, you should be able to:

1. construct basic workplace documents based on the principles of

corporate/professional communication;
2. write an effective cover letter and resume based on the guidelines for the job
application process; and
3. effectively introduce oneself and answer questions in a scenario simulating the job
interview.

Professional Correspondence

This section will provide additional tips, evaluation exercises, for memos and
letters. It will also discuss the principles guiding email communication in the workplace,
followed by an email evaluation and writing exercises.

Memos

The mem follows a specific format designed for internal communication. It tends
to be brief and its content is arranged into paragraphs, typically just one to three. The
memo’s subject line is of prime importance.

25
Activity 1
Make your own memo using the following subjects.
Subject:

What:

When:

Where:

By:

To:

Business Letter

The business letter, like the memo, should be clear, concise and organized.
Typically, it contains a brief introductory paragraph establishing the context and purpose
of the letter, a middle section conveying details of the message in a logical sequence, and
a brief concluding paragraph politely requesting action, thanking the reader, or providing
any additional pertinent information. While the main message should be the focus of the
letter, it is important to write effective openings and closings.

Activity 2

Make your own example of a business letter.

Work Email

Many companies today use emails as an alternative to memos. The use emails
come with challenges, however. Because of the ease of sending, one click of the “send”
button for a message that contains factual, grammatical, or typographical errors, may
result in the writer’s loss of credibility. Emails produce a permanent record, so writers
should be aware of the dangers of messages travelling to unintended recipients.

Activity 3

These exercises focus on the specific challenges of workplace emails.

1. What email address do you most frequently use?

2. What is your email address? Write down.

26
3. Make a memo and send to your instructor’s email address.

PURPOSIVE COMMUNICATION
INSTRUCTOR:DIOSDADO A.RAMIL

MODULE 11
Simulating the Philippine Workplace
The Job Application Process
This section covers documents and guidelines specific to one
area of workplace communication: the job application process.
Cover Letter and Resume

The first two workplace documents any person has to accomplish upon or even
before graduation are the cover letter (or letter of application) and the resume.
cover letter- is a letter you write to a prospective employer to persuade him/her to
give you a job.
resume-a document attached to a cover letter to serve as “a persuasive summary of
your qualifications for employment”.
Job Interview

If the employer or hiring personnel like the overall picture presented by a cover
letter and resume, they will want a closer picture. They will then ask the applicant to
come in for a job interview.

Several Common Types of Interviews

 The traditional one-on-one interview

 The panel interview

27
  The group interview

 The stress interview

NAME__________________________COURSE & YEAR_______BLK______

Activity 1

Explain the 4 common types of interviews

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 PURPOSIVE COMMUNICATION
INSTRUCTOR:DIOSDADO A.RAMIL

MODULE 12

Persuasive Speaking in Private and Public Institutions

This chapter discusses the demands of the profession when it comes to speaking
and listening in the English language.

Chapter Objectives:

By the end of this chapter, you should be able to:

1. appreciate the fundamentals of persuasive speaking and how logos, pathos and
ethos are used in it;
2. understand and detect logical fallacies in speeches and written texts;
3. analyze persuasive speeches and evaluate their worth;
4. give effective speeches for and against issues of the day; and
5. initiate change or create campaigns in the sphere.

Lesson 1: The Importance of Persuasive Speech

In this lesson, it will be more specific about how one can persuade using correct
argumentation.
Lesson Objectives:
By the end of this lesson, you should be able to:
1. know how to create a solid argument;
2. understand several logical fallacies and how to spot them: and
3. give persuasive speeches with excellent logical reasoning and argumentation.

The Basic of Argumentation

The ordinary expectation of an argument is an action that involves strong words,

possibly matched with violent acts. In fact, a well-reasoned argument is not based on
violence at all, but one that is based on logic and evidence. An argument is composed of
3 features: assumption, evidence and explanation.

Assumption- is an opinion that needs evidence to back it up.

Evidence- concrete facts and figures
-a philosophical ideology agreed upon to be true by
everyone
29
 -anecdotal evidence

Explanation- tells the audience why the evidence supports the

assumption.

Activity 1
Building arguments

Topic Assertion Evidence Explanation

Divorce should be
legalized in the
Philippines (Policy)

Divorced should not

be legalized in the
Philippines (Policy)

Extrajudicial killing
(EJKs) are good for
the Philippines
(Truth)

30
Extrajudicial killing
(EJKs) are bad for
the Philippines
(Truth)

PURPOSIVE COMMUNICATION
INSTRUCTOR:DIOSDADO A.RAMIL

MODULE 13

Persuasive Speech in Private Institutions

Corporations and private institutions rely on persuasion
in order to get investments, broker deals and find clients.
Persuasion comes, not just in the words that are used, but also
with snappy audio-visual presentations and infectious music.
In this lesson, you will learn how to use persuasion in
marketing, pitching and creating buzzworthy events.
Lesson Objectives:
By the end of this lesson, you should be able to:
1. pitch a project;
2. market a product; and
3. take part in a corporate conference.
Effective Persuasive Communication
Read the article by Ellie Williams from the Chron Website,
given here: http://smallbusiness.chron.com/effective-persuasive-
communication-56248.html (retrieved June 15, 2017) entitled
“Effective Persuasive Communication” and answer these following
questions.

31
Activity 1 After-reading questions.

1. Were you surprised at some of the insights of the author? What surprised you?
2. Why is persuasion needed in the corporate world?
3. What are the differences between persuasion in the academe and persuasion in
business?
4. What are the similarities?
5. Why do you think the audience is so important?

PURPOSIVE COMMUNICATION
INSTRUCTOR: DIOSDADO A.RAMIL

MODULE 14
Pitching a Project

Many times, people need to look for funding sources to make

good ideas grow and develop. In the 1990s when internet first
boomed, many web-related companies start-ups. This is still the case
when it comes to people who have good ideas and need to look for
investors to make business ideas grow.
Nowadays, the internet has created sophisticated platforms for
people to pitch their projects so that people who are interested in
helping out can easily invest with a click of a button. The most well-
known platform for this is Kickstarter, and the pitches are made by
uploading videos to the website.

Activity 1: “Eat Offbeat: The Cookbook” (Eat Offbeat)

Watch the Kickstarter pitch here:
https://www.kickstarter.com/projects/1094312075/eat-offbeat-
the-cookbook?ref=home_popular (retrieved June 15, 2017).
After-Watching Questions:

1. What are your reactions to the pitch?

32
 2. If you had the money to spare, would you fund their project? Why or
why not?

3. What made it persuasive?

PURPOSIVE COMMUNICATION

INSTRUCTOR: DIOSDADO A.RAMIL

MODULE 15
Objective: Learned how to face people through the learning task.

Marketing a Product
Read about “How to Market a New Product” by Tamara Monosoff from the
Entrepreneur website. You can read it on this address, and answer the following questions
after.

Learning task 2.: Participating in a marketing fair.

1.In a group of members,think a product that will sell in the class marketing fair.This
should be an existing product,and something that you consider to be worth selling .Food
products are agood choice:others are clothing related merchandise, and other accessories.

2.To help you in marketing the product, draft the following based on the article you just
read.

 Definition of your market

 Sales plan
 A webpage around your productiveWordPress, Tumblr or Facebook.

3.Your class should have a marketing fair, with each group having a table or a stall to sell
your wares.If possible, this can be a school wide –event, with all the different English
classes participating in the event.

4.Each member of the group should be prepared with the product, a sale pitch, and a
marketing strategy (one of them being the website of the product. The group can add
flyers, musicetc. depending on their marketing strategy. Although at any time,there

33
should be one members are also encouraged to go around and see what the other groups
have in store.

5.The teacher(s) will act as judges in the marketing fair, judging the product. The sales
pitch, and the marketing strategy (which includes the website).If possible .there should be
prizes for the best groups. The rubric for judging (and grading) are provided here:

ACTIVITY 1

ANSWER THE FOLLOWING

1. In your own definition, what does and how Marketing a Product”

means to you?

2. If your given a chance to market your own product, what it should

beand why did you choose that product?

3. Write your sales plan.

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 PURPOSIVE COMMUNICATION

INSTRUCTOR:DIOSDADO A.RAMIL

MODULE 16
Persuasive Speech in Public Institutions
Persuasive speeches in public institutions are important in government and in our
way of life. They affect public policy and establish laws that citizens should follow and
obey. These can also be made to change existing laws and norms that are problematic. It
is also possible to make persuasive speeches in the public sphere without being part of
the government, as an advocacy to influence the people and to sway those in government,
or a way of expressing outrage and airing public grievances.

Lesson Objectives:
By the end of this lesson, you should be able to:

1. appreciate and analyze persuasive speeches made in public institutions;

2. give a speech as an advocate for or against a public policy, or to speak up about a
public figure, event or other topic national/regional in scope; and
3. launch a public campaign for or against a public policy, or to advocate for or
against a public figure, event or other topic national/regional in scope.

1. “Talks about Domestic Violence” (Patrick Stewart)

Activity 1

Before-Watching Questions:

1. What is domestic violence?

2. Why is it that people do not usually talk about domestic violence?
3. Should people talk about domestic violence? Why or why not?
4. Do you think the government is doing enough about domestic violence? Why or
why not?

35
2. Watch the speech at this address:

https://www.youtube.com/watch?v=SPzVUGE3dds (retrieved June 15, 2017)

3. After-Watching Questions:

1. What has his experience about domestic violence?

2. How did the experience affect him as a man? How did it affect his relationships?
3. Why did people who know about it, at times do not do anything about it?
4. Should people talk about this issue openly? Why or why not?

NAME________________________________COURSE&YEAR________ ___ BLK________

PURPOSIVE COMMUNICATION

FINAL INDIVIDUAL PERFORMANCE

Note:Perform a speech using BATAAN HAS FALLEN submit through video

BATAAN HAS FALLEN

Salvador P. Lopez

Bataan has fallen, The Philippines-American troops on this war ravaged and
blood-attained peninsula have laid down their arms. With heads bloody but
unbowed, they have yielded to the force and numbers of the enemy.
The world will long remember the epic struggle that the Filipinos and
American soldiers put up in the jungle fastness and along the rugged coast of
Bataan, they have stood uncomplaining under the constant and grueling fire of
the enemy for more than three months. Besieged on land and blockaded by
sea,cut off sources of help in the Philippines and in America,the intrepid
fighters have done all that human endurance.
For what sustained them through these months of incessant battle was a force
that was more than merely physical. It was the force of an unconquerable
faith-something in the heart and soul that physical adversity and hardship
could not destroy! It was the thought that native land and all that it holds
dearest. The thought of freedom and dignity and pride in those most priceless
of all our human prerogative.
The adversity, in the pride of his power and triumph, willcredit our troops
with nothing less than the courage and fortitude that his own troops have
shown in battle.Our men fought a brave and bitterly contestedstruggle. All the
world will testify to he almost superhuman endurance with which they stood
up until the last, in in the face of overwhelming adds.

36
But the decision had come.Men fighting under the banner of any unshakable
faith are made of something more than flesh,but they are not made of
impervious steel.The flesh must yield at last,endurance melts away,and the
end of the battle must come.
Bataan has fallen,but the spirit that made it stand-a beacon to all liberty-loving
people of the world-cannot fall!
All of us know the story of Easter Sunday.It was the triumph of light over
darkness,life over death.It was the vindication of a seemingly unreasonable
faith.It was the glorious resurrection of a leader,only three days before
defeated and executed like a common felon.

Today, on the commutation of the resurrection, we can humbly and without

presumption declare our faith and hope in our own resurrection our own
inevitable victory.
We. Too were betrayed by judases. We were taken in the right by force of
arms and though we had done wrong to no man, our people were bound and
delivered into the hands of enemies. We have been with mock symbols of
sovereignty. Denied by weaklings, lashed with repeated oppression, tortured,
and starved.We were given gall to drink, and we have shed our blood. To
those who look upon us from a far it must seem the Filipino people have
descended into hells of Bataan, havenot lost faith, and we know that the
land.drew from the gospel as mass renewal hope in their resurrection, to all of
them we give today the message of the angel of Easter morning: Be not afraid
for he is risen.
We,too,shall rise.After we have paid the full price of our redemption,we shall
return to show the scars of sacrifices that all may touch and believe,when the
trumpets sound the hour we shall roll aside the stone before the tomb and the
tyrant guards shall scatter in confusion.No wall of stone shall then be strong
enough to contain us. we shall rise in the name of freedom and the, east shall
be alight with the glory of our liberation.

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