Communication
for
Various Purposes
Learning Objectives:
identify the different purposes of
communication (informative, persuasive,
argumentative).
analyze communication strategies used to
achieve these purposes.
develop a communication plan for a specific
purpose.
The purpose of communication will vary depending
on the context in which it takes place. For example, a
conversation between two friends will likely have a
different purpose than a presentation given by a
business executive. By understanding the different
purposes of communication, we can become more
effective communicators in all areas of our lives.
Communication serves a variety of purposes in our
daily lives. Here are some of the most common:
1. Informative Communication: This is the act of sharing knowledge or news.
Informative communication aims to educate the audience and provide them with
a clear understanding of a topic.
o Purpose: Informative communication aims to provide information, facts, and
knowledge to educate or enlighten the audience about a particular topic or
subject.
This type of communication aims to provide factual information, educate, or
inform the audience about a topic without necessarily trying to change their
opinions or behaviors.
Example:
∙ A news report delivering information about current events.
∙ Educational materials such as textbooks, documentaries, or lectures.
∙ Instructions or manuals explaining how to use a product or perform a task.
Source: Adler, R. B., & Elmhorst, J. M. (2017). "Communicating at Work: Principles and Practices for Business and the
Professions."
2. Persuasive Communication: This is the act of convincing someone
to adopt a particular point of view or take a specific action.
Persuasive communication often uses emotional appeals, logical
reasoning, and evidence to support the speaker's argument.
o Purpose: Persuasive communication is intended to convince or
influence the audience to adopt a certain viewpoint, believe in an
idea, or take a specific course of action.
Example:
∙ Advertising campaigns persuading consumers to buy a product.
∙ Political speeches urging voters to support a candidate.
∙ Public service announcements encouraging people to adopt healthy habits.
Source: O'Keefe, D. J. (2016). "Persuasion: Theory and Research." Sage Publications.
3. Argumentative Communication: This is the act of presenting reasons to
support a particular position and to refute opposing viewpoints. Arguments can
be formal or informal, and they can be used to resolve disagreements, make
decisions, or simply explore different sides of an issue.
o Purpose: Argumentative communication involves presenting a claim or
viewpoint supported by reasons and evidence while also considering and
responding to opposing arguments.
It involves presenting a claim or viewpoint and supporting it with evidence and reasoning
while engaging with opposing viewpoints. The goal is not only to persuade but also to
engage in a rational exchange of ideas, where different perspectives are considered and
debated.
Example:
∙ Debates between candidates discussing their policy positions.
∙ Academic essays presenting a thesis and supporting arguments.
∙ Legal arguments presented in court cases.
Source: Toulmin, S. E. (2003). "The Uses of Argument." Cambridge University Press.
In addition to these three main purposes,
communication can also serve other functions, such
as:
Building relationships: Communication is
essential for building and maintaining
relationships with others. By sharing our
thoughts and feelings with others, we can
create a sense of connection and intimacy.
Expressing emotions: Communication
allows us to express our emotions, both
positive and negative. This can help us to
feel understood and validated by others.
Entertaining: Communication can
also be used to entertain others.
This can include telling stories,
jokes, or sharing funny anecdotes.
Resolving conflicts: Communication
is essential for resolving conflicts. By
talking through our problems, we can
find common ground and reach a
solution that is acceptable to everyone
involved.
