Purposive communication in the 21st century

• It is about writing, speaking, and presenting to different audiences and for various purposes
(CMO, s2013).

• Further, it was prepared with the following objectives:

1. To align the CHED mandate and materials to the 21 st century literacies (i.e. Partnership in the
21st Century (P21) Framework);

2. To ensure that the materials jibe with the established and current theories and principles in
English; and

3. To incorporate socio-cognitive and transformative learning.

4. In the CHED Memorandum Order (CMO) No. 20, series of 2013 spelled out as the
Revised General Education Curriculum (GEC) for 2018, the core course titled Purposive
Communication generally aims to develop your fundamental skills of communication such as
listening, speaking, reading, writing, viewing and representing studied and simulated in
advanced academic and other multicultural settings.

COMMUNICATION

• comes from the Latin word “Communicare” which means “to impart, to transmit, to share, and
to convey”

• It is a process of exchanging verbal and/or non-verbal information between two or more

people who can be either the speaker or the receiver of messages.

• it is used to meet the purpose of a person. The purpose could be to inform, to persuade, or to
entertain.

• It can be in a form or written, verbal, non- verbal, and visuals.

TYPES OF COMMUNICATION

WRITTEN COMMUNICATION

• It involves texts or words encoded and transmitted through memos, letters, reports, on-line
chat, short message service or SMS, electronic mail or e-mail, journals and other written
documents.

VERBAL COMMUNICATION

• It involves an exchange of information through face-to-face, audio and/or video call or

conferencing, lectures, meetings, radio, and television.

NON-VERBAL COMMUNICATION

• It involves the use of the voice, body language, personal space or distance, and personal
appearance to convey or emphasize a message of information.
 VOICE

• This includes tone, speech rate, pitch, pauses and volume.

Body language

• This includes facial expressions, gestures, postures, and eye contact.

Personal space or distance

• This refers to an area of space and distance that a person from a different culture, personality,
age, sex, gender preference and status adopts and puts for another person.

Personal appearance

• This refers how a person presents himself/herself to a particular situation, whether formal or
informal.

VISUALS

• It involves the use of images, graphs, charts, logos, and maps.

COMMUNICATION CAN BE…

INTENDED COMMUNICATION

refers to planning what and how you communicate your ideas to other people who are older than
you are or who occupy a higher social or professional position such as your parents, teachers, and
supervisors, among others.

UNINTENDED COMMUNICATION

happens when you unintentionally send non-verbal messages to people you are communicating
with, or when you suddenly make negative remarks out of frustrations or anger.

COMMUNICATION is a complex process that requires you to:

• know your audience,

• Determine your purpose,

• Identify your topic,

• Expect objections,

• Establish credibility with your target audience,

• Present information clearly and objectively, and

• Develop a practical, useful way to seek for feedback.

 ELEMENTS OF COMMUNICATION / COMMUNICATION PROCESSES

COMMUNICATION PROCESSES

• Source – the speaker or sender of the message.

• Message – the message, information, or ideas from the source or speaker.

• Encoding – the process of transferring the message.

• Channel – the means to deliver a message such as face-to-face conversations, telephone calls,
e-mails, and memos, among others.

• Decoding – the process of interpreting an encoded message.

• Receiver – the recipient of the message.

• Feedback – the reactions or responses of the receiver to the message from the sender.

• Context – the situation or environment in which communication takes place.

• Barriers – the factors which may affect the communication process.

• (Examples of barriers to communications: Culture, Individual differences, Language use,

Noise, Past experiences, and Status)

COMMUNICATION ETHICS

Effective communicators observe ethics. This means that they deal with values, righteousness,
and behavior appropriate for human communication particularly in a multicultural situation.

• Uphold integrity. Be truthful with your opinion and be accurate with your judgment.

• Respect diversity of perspective and privacy. Show compassion and consideration with the
beliefs, status, affiliations, and privacy of others.

• Promote access to communication. Give others an opportunity to express what they feel and
think about the message being communicated.

• Be open-minded. Accept that other have different views or opinions, which may conflict with
yours. So listen and process the views of other people, and learn how to reconcile their
opinions with your own.

• Develop your sense of accountability. Acknowledge responsibility for all your actions, good or
bad.
 COMMUNICATION MODELS

The Aristotle model of communication is the widely accepted and the most common
model of communication where the sender sends the information or a message to the
receivers to influence them and make them respond and act accordingly.

• A politician (the speaker) gives a speech on a market square during an election campaign (the
occasion). His goal is the win the votes of the citizens (the audience) present as well as those
of the citizens potentially watching the speech on TV. The people will vote (the effect) for the
politician if they believe in his views. At the same time, the way in which he presents his story
is crucial in convincing his audience.

• The politician talks about his party’s standpoints and will probably be familiar with his
audience. In other situations, it would be more suitable to actively research the audience in
advance and determine their potential viewpoints or opinions.
 The Shannon–Weaver model is one of the first and most influential models of
communication. It was initially published in the 1948 paper A Mathematical Theory of
Communication and explains communication in terms of five basic components: a source, a
transmitter, a channel, a receiver, and a destination.

An example of the Shannon-Weaver model is a telephone call. Here, a person who

makes the call is the sender and uses a telephone as the encoder to turn the message into a
form which can be relayed through wires. The wires are the channel since they transmit data
packets into the telephone of the person receiving the call, which acts as a decoder. As the
information moves through the wires, noise can arise when the telephone malfunctions. The
person on the other side is the receiver who interprets the message and can give feedback to
the caller.
 Osgood-Schramm's model of communication is known
as a circular model because it indicates that messages can go in two directions. Hence, once a
person decodes a message, then they can encode it and send a message back to the sender.
They could continue encoding and decoding into a continuous cycle.

SMCR communication model:

• refers to the Source-Message-Channel-Receiver model of communication

• developed by David Berlo in 1960.

• SMCR refers to the Source-Message-Channel-Receiver, which are essential elements of any

communication process.

• He based his model on the Shannon-Weaver communication model (1949).

• It is part of the 9 essential communication elements of the primary communication process.

The Lasswell Communication Model describes verbal communication and consists of

five elements.

This model is also called a ‘linear model of communication’, ‘uni-directional process’ or

‘action model, because it describes a one-way process within communication. It is seen as one
of the most influential communication models. The model consists of five components, that
are used as an analysis tool for evaluating the entire communication process. The previous ‘W’
questions are the basis for these components. The answers to these questions provide insight
into the communication between people.
•

Wilbur Schramm is considered as the “Father of Mass Communication”.

• he affirmed that there should have the same field of experience between the speaker and the
listener.

• Field of Experience is everything that makes a person unique in everything that he/she has
ever learned, watched, seen, heard, read, and studied.

Eugene White’s model is one of the crucial transactional communication models introduced in
1960.
• According to Eugene White’s model, communication is a circular process of interaction
between senders and receivers.

• The most essential element of this communication model is feedback, which continues the
communication process; therefore, it is a transactional communication model.

Principles of Effective Communication

9 communication principles into operation as suggested by Kapur (2020):

1. Trustworthiness

2. Effective Speaking Skills

3. Active Listening

4. Good Writing Skills

5. Good Reading Skills

6. Objective Judgement

7. Value Difference

8. No Assumptions

9. Authenticity

Globalization

- to recognize and understand the features, dimensions, and impact of globalization to human

communication.

Cultural Barriers to Effective Communication:

• Language

• Stereotypes and prejudices

• Behaviors and beliefs

• Norms and values

• Ethnocentrism

• Body language and gestures

Personal Barriers to Effective Communication:

Personal barriers to communication are factors which are personal that negatively impact effective
communication. A personal barrier is a result of experiences or factors such as attitude, emotion and
behavior.

Physical Barriers to Effective Communication

Noise is a sound or malfunction that interrupts the sending and reception of messages during a
conversation. ...

Message distortion. ...

Architecture. ...

Technical difficulties. ...

Time. ...

Distance. ...

Surplus of information. ...

Environment.

Semantic barriers, then, are obstacles in communication that distort the meaning of a message
being sent. Miscommunications can arise due to different situations that form the semantic barrier
between the sender and the receiver. These situations, to name a few, may be language, education, or
cultural differences.

Physiological barriers to communication are related with the limitations of the human body
and the human mind (memory, attention, and perception). Physiological barriers may result from
individuals' personal discomfort, caused by ill-health, poor eye sight, or hearing difficulties.

Psychological Barriers to Effective Communication

False assumptions. ...

Anger. ...

Attitudes and Values. ...

Negative Self-mage. ...

Fear and Defensiveness. ...

Close-mindedness, Overconfidence and Apathy

Systemic/Structural Barriers to Effective Communication

• lack of credibility or familiarity with the source or information.

• Sarcasm or irony disrupting the communication process.

IMPORTANT ROLE OF Language IN COMMUNICATION

LANGUAGE ACQUISITION It is the process by which humans acquire the capacity to perceive and
comprehend language, as well as to produce and use words and sentences to communicate. It involves
structures, rules and representation.

LANGUAGE learning It is an active process that begins at birth and continues throughout life.
Students learn language as they use it to communicate their thoughts, feelings, and experiences,
establish relationships with family members and friends, and strive to make sense and order of their
world.

CHRONEMICS It is the study of the use of time in nonverbal communication. Time perceptions
include punctuality, willingness to wait, and interactions. The use of time can affect lifestyles, daily
agendas, speed of speech, movements and how long people are willing to listen.

PROXEMICS a form of nonverbal communication or body language in which messages are conveyed
from one person to another by the changing space that separates them during a conversation.

KINESICS The word kinesics comes from the root word kinesis, which means “movement,” and refers
to the study of hand, arm, body, and face movements. Specifically, this section will outline the use of
gestures, head movements and posture, eye contact, and facial expressions as nonverbal
communication.

HAPTICS It is a branch of nonverbal communication that refers to the ways in which people and
animals communicate and interact via the sense of touch. Touch is the most sophisticated and
intimate of the five senses.

Forms of Intercultural Communication (4 I’s)

a. Interethnic communication – interacting with people of different ethnic origin

b. Interracial communication – communicating with people from different races

c. International communication – communicating between representatives from different nations.

d. Intracultural communication – interacting with members of the same racial or ethnic group or co-
culture

Improving Intercultural Communication Competence (Dapat, et al, 2016)

• People should be mindful of the other communicators who have different culture.

• People should mindfully choose the suitable words and actions that are culturally acceptable
to others.

• People should be skillful and tactful in communicating in multicultural settings.

• People should be observant on the connection among communication patterns.

• People should open their minds to dissimilar culture because it can give them fresh options to
try a new approach in life.

Lesson 5: Evaluating Messages and/or images of different types of texts reflecting different
cultures

• Media refers to all electronic or digital means and print or artistic visuals used to transmit
messages.

• Literacy is the ability to encode and decode symbols and synthesize and analyze messages.

• Media literacy is the ability to encode and decode the symbols transmitted via media and the
ability to synthesize, analyze and produce mediated messages.

• Media education is the study of media, including ‘hands-on’ experiences and media
production.

• Media literacy education is the educational field dedicated to teaching the skills associated
with media literacy

Preparing Multimedia Presentation Characteristics of Multimedia Presentations (brainly.ph)

• Multimedia systems must be computer controlled.

• Multimedia systems are integrated.

• The information they handle must be represented digitally.

• The interface to the final presentation of media is usually interactive

 Developing Effective Visuals

• Visual aids are clearly integrated with the content of the presentation.

• Photographs and illustrations suit the overall tone of the presentation.

• Images and text are large and clear enough for the viewer to see or read.

Pecha Kucha

• It calls for telling a story using images rather than reading text from slides during a PowerPoint
presentation.

• Pecha Kucha presentations use 20 slides and allow only 20 seconds of commentary per slide.
That keeps a total presentation to just 6 minutes and 40 seconds.

• A Pecha Kucha presentation is a format that uses 20 slides or images that are displayed
for 20 seconds each. The slides will move automatically as the presenter is speaking. This
format ensures that the speaker is concise, keeps the presentation moving, and gets through
all of their content. Although it is an uncommon format, it is most often used for creative
disciplines to share their work or for professionals to share a journey or story. Some college
courses will ask students to use this format to increase their proficiency in presenting content
quickly, with purpose, and energy.

Steps on how to make a Pecha Kucha Presentation

• Topic in a Sentence

• Keep Slide text to a Minimum

• Find the story in your topic

• Tell story with images

• Use just few points

• Timing

• Visual Cues

COMMUNICATION FOR VARIOUS PURPOSES

Informative Communication

focuses on talking about people, events, processes, places, or things; however, informing an
audience about one of these subjects without being persuasive is often a difficult task to
complete.

Persuasive Communication
 act of presenting arguments to move, motivate, or change your audience

Argumentative Communication- used to settle disputes and discover truth

Reading from a Manuscript

- > word-for-word iteration of a written message

Memorized

- > rote recitation of a written message that the speaker has committed to memory.

Extemporaneous

-> carefully planned and rehearsed speech, spoken in a conversational manner using brief
notes.

Impromptu

-> presentation of a short message without advance preparation.

Inquiry Letter requesting, asking, or obtaining a specific information to another party whom it
addresses

to pose a request or question to the reader and persuading it to respond

Solicited - used when a business is advertising its product or services

Unsolicited - inquiring regarding something thus it is a formal letter if the sender doesn’t know
the receiver

Emails

• supervisors giving orders

• oral exchanges among employees about work matters

• assembling and distributing reports

• composing and sending e-mail messages to other workers within the company, other
companies in and outside the country

Interview

- conversation which occurs between a potential employer and a job applicant.

- employer can appraise applicant’s qualifications, appearance and general fitness for the job
opening

The Five W’s and H:

 - answer as many of these questions as possible in a single sentence.

- most vital for readers to know.

Keep It Short:

provide all the information the reader requires in just a few words.

between 25 and 40 words.

Keep It Simple:

- Don’t clutter up the lead with unnecessary adjectives or adverbs.

- only discuss one idea to avoid confusion.

Write in Active Voice:

Avoid all forms of the verb “to be.” Passive voice is often the result of incomplete reporting.

Structure Your Lead Properly:

Put your most crucial information at the very beginning of the sentence.

Summary Lead or Straight Lead

- brief summary, containing most of the Five W’s and H in one sentence.

Question Lead

- ask a question
Quotation Lead

- use direct quotation used in first paragraph

 Funny Lead

- lead written in a funny way

Descriptive Lead

- describe how an event happened rather than simply telling what the event is about
Anecdotal Lead

- quick, relevant story to draw in the reader.

 Image Description

- a detailed explanation of an image that provides textual access to visual content;

- digital graphics online and in digital files

- Report

- concisely identifying and examining issues, events, or findings that have happened in a
physical sense, such as events that have occurred within an organisation, or findings from a
research investigation.

- Formal Report

- - reports that are prepared in prescribed forms

- Highly structured

- written in a manuscript (narrative style) format.

- Informal report - prepared not by following any prescribed rule or formality.

- less structured and it is less important to follow the prescribed format.

- written in memorandum and letter formats.

- Resume

- - top skills and qualities

- - consists of one to two pages

- - communication skills, openness, creativity and commitment

- - must include the same keywords that can be seen to the job description

- Memorandum or memo

- short concise message or record that is used for internal communication in a business,
administration, or an institution

Communication within a Company: The Memorandum

- directive

- execute a policy

- present an information report

- provide convey information

- rebuke errors

- give warnings

- solve problems or make requests.

 Writing Minutes of Meeting

detailed notes reflecting all actions done within the meeting;

- reminder to the task that must be completed after the discussion

Research

- scientific method which uses logical and systematic procedure for the acquisition of new
knowledge

- verification or confirmation of previews and existing knowledge to answer problems and to

apply in practical life.

- Types of Research

- Pure Research

- - to find the truth

- - to seek knowledge simply for knowledge’s sake

- - library or desk research

- APPLIED

- ● Practical application of knowledge to everyday situations.

- ● Also termed as action research

Quantitative Research

- inquiry into a social or human problem

- based on testing a theory

- variables, measured with numbers, and analyzed with statistical procedures

- determine whether the generalization of the theory will hold true

Qualitative Research

- based on building a complex, holistic picture, formed with words, reporting detailed views of
informants

- conducted in a natural setting

How to Write Research Introduction

 Needs Statement or Statement of Significance

 Professional Qualifications

 Goals and Objectives.

 history of the proposal (background)

  to propose such project or program.

 introduce the topic

 stress the urgency and importance of the project or program

 lay down the benefits of the proposal if approved to the approving body.

Methods of Data Collection

1. Questionnaire

2. Interview

3. Observation

4. Records

1. Conceptual Literature/Related Literature

● discussions of facts and principles to which the present study is related

● usually printed and found in books, encyclopedias, professional journals, magazines,

newspapers, and other publications

2. Research Literature/Related Studies

• studies, inquiries, or investigations already conducted

• usually unpublished materials such as manuscripts, theses, and dissertations

IN-TEXT AND REFERENCE CITATIONS

STYLE GUIDE DISCIPLINE

APA – American Psychological Psychology, education, nursing, hotel and restaurant management, business, econ
Association sciences.

MLA – Modern Language Literature, arts, and the humanities

Acquisition
Engineering
IEEE – Institute of Electrical and
Medicine, health sciences, and other natural sciences
Electronic Engineers

AMA – American Medical

Association

Chicago Manual of Style Reference books, non-academic periodicals (e.g. newspapers, magazines, and jour
 Plagiarism – is a serious offense. Basically, plagiarism means taking and using the
ideas, information, concepts, arguments, or information of someone else, intentionally or
unintentionally, without properly citing them.

Academic Presentation

• Understanding of the topic and the audience

• Appropriate breadth and depth

• An argument in the content

• a distinct beginning, middle and end

• Suitable visual aids

• Evidence of having practised the talk

• Proper timing/length

3Ps Academic Presentation

Prepare

Practice

Present
 Context in communication refers to the way that communication is given meaning. It is
essential to effective communication. It include intrapersonal, interpersonal, group, public,
and mass communication.

Five Modes of Communication

• Verbal Communication

• Non-Verbal Communication

• Written Communication

• Listening

• Visual Communication

Computer-mediated communication (CMC), wherein people use computers and networks to

communicate with one another, makes communication across great distances and different
time zones convenient, eliminating the time and geographic constraints of in-person
communication.

• Horizontal communication (sometimes called 'lateral communication') is the communication

that occurs between people at the same level in an organization. When businesses are small,
and you're all sat in the same room, this communication is essentially the only form of
communication.

• Vertical communication is sharing information hierarchically — from top to bottom or bottom

to top. We're probably all most familiar with this type of communication: Senior management
 sharing information like budgets, objectives, feedback, and goals with middle managers, who
then share this with their teams.

• Upward communication is the process of information flowing from the lower levels of a
hierarchy to the upper levels. This type of communication is becoming more popular in
organizations as traditional forms of communication are becoming less popular.

• Downward communication flow takes place whenever a person in charge communicates a

message to the people in a lower-level position, such as managers. Managers' task is to
transmit the same message to their team members.
•
 Cluster Chain communication is a term used to describe a form of informal communication in
which information is transmitted through a network of people in clusters or groups, rather
than randomly.

• gossip chain, one person seeks and tells the information to everyone. Here, every person in
the network communicates with each other informally.
Olfactic communication is a channel of nonverbal communication referring to the various ways
people and animals communicate and engage in social interaction through their sense of
smell.

The study of eye behavior is called oculesics, and sometimes it is considered a subset
of kinesic communication. The most important aspect of oculesics is eye contact that opens
communication channels, signals availability for interaction, listening, immediacy, and
intimacy.
• Frank Dance's communication model assumes that a person's communication starts at birth,
and continues as life progresses. Communication usually moves forward, but there are also
cases of it moving backwards. This is because memories and impressions from the past also
influence the present.
ethos refers to persuasion based on the credibility or authority of the speaker;

pathos refers to persuasion based on emotion;

and

logos refers to persuasion based on logic or reason.

 Journalists want evergreen content; pitch stories that stay relevant. Evergreen is a
term in journalism and public relations that means the content isn't time sensitive. It's news
your company shares that doesn't have a shelf life and won't go stale.

• Carbon Copy — used to show that a copy of a business letter or an e-mail is also being sent to
someone else.

• BCC for mass emails that don't require a response and hides the email addresses of recipients
to protects their privacy.” Typically, people use BCC for mass emails that don't require a
response and to hide the email addresses of recipients to protect their privacy.

• The notations Enclosure(s), Encl. , Attachment(s) and Att. indicate that the envelope contains
one or more documents in addition to the letter or attached to the letter. The number of such
documents, if there are more than one, should appear after the notation.

• PS - abbreviation that stands for postscript. It comes from the Latin word “postscriptum”.
When translated, this word means “written after.” Therefore, it should come as no surprise
that anything that follows the PS comes after the rest of the letter is already done.

TO WRITE SUCCINCTLY:

Omit unnecessary details and descriptors. Use the telegraphic "resume style" of writing. Take
the time to repeatedly review and edit each draft, paring it down so that what remains is crisp,
relevant, interesting, and valuable to potential employers.

• “In medias res” (or sometimes “in media res”) is a Latin phrase meaning “in the midst of
things.” An in medias res synonym might be, “without preamble.” This means that your story
drops its main characters right in the heart of the action, rather than with a lengthy setup.

• Deus Ex Machina is Latin for “God from the machine,” and the device has been around since
the time of Greek theater. The ancient playwright Euripides popularized the technique.

“Whatever you do, work at it with all your heart, as working for the Lord, not for human
masters.”

--Colossians 3:23
Prepared by:

Gally D. Verdigar, LPT

CBRC LECTURER