Republic of the Philippines

OFFICE OF THE PRESIDENT

COMMISSION ON HIGHER EDUCATION

PURPOSIVE COMMUNICATION Preliminaries

Course Title Purposive Communication
No. of Units 3 units
Course Description:

Purposive Communication is about writing, speaking, and presenting to different audiences and for various purposes. (CMO 20 s
2013)

Purposive Communication is a three-unit course that develops students' communicative competence and enhances their cultural
and intercultural awareness through multimodal tasks that provide them opportunities for communicating effectively and
appropriately to a multicultural audience in a local or global context. It equips students with tools for critical evaluation of a variety
of texts and focuses on the power of language and the impact of images to emphasize the importance of conveying messages
responsibly. The knowledge, skills, and insights that students gain from this course may be used in their other academic endeavors,
their chosen disciplines, and their future careers as they compose and produce relevant oral, written, audio-visual and/or web-
based output for various purposes.

Learning Outcomes
At the end of the course, the students should be able to:

Knowledge
Page 1 of 3
Purposive Communication
 1. Describe the nature, elements, and functions of verbal and non-verbal communication in various and multicultural contexts
2. Explain how cultural and global issues affect communication
3. Determine culturally appropriate terms, expressions, and images
4. Evaluate multimodal texts critically to enhance receptive (listening, reading, viewing) skills;
5. Summarize the principles of academic text structure

Skills
1. Convey ideas through oral, audio-visual, and/or web-based presentations for different target audiences in local and global
settings using appropriate registers
2. Create clear, coherent, and effective communication materials
3. Present ideas persuasively using appropriate language registers, tone, facial expressions, and gestures
4. Write and present academic papers using appropriate tone, style, conventions, and reference styles

Values
1. Adopt cultural and intercultural awareness and sensitivity in communication of ideas
2. Appreciate the differences of the varieties of spoken and written language
3. Adopt awareness of audience and context in presenting ideas
4. Appreciate the impact of communication on society and the world

Number of Hours: 3 hours every week for 18 weeks or 54 hours in a semester

Course Outline and Timeframe

Week To ics
1 Communication rocesses, rinci les, and ethics
1 Communication and lobalization

Page 2 of 3
Purposive Communication
 2 Local and global communication in multicultural settings
Varieties and re isters of s Oken and written Ian ua e
2 Evaluating messages and/or images of different types of texts reflecting different cultures
1. What is the message?
2. What is the purpose of the message?
3. How is the message conveyed by the text and/or image?

4. Who is the target audience of the message?

5. What other wa s of resentin the messa e are there?
3 Communication aids and strate ies usin tools of technology
4-6 Communication for various purposes
1. to obtain, provide, and disseminate information
2. to ersuade and ar ue
7-10 Communication for work u oses
11-18 Communication for academic ur oses

Page 3 of 3
Purposive Communication
PURPOSIVE COMMUNICATION Learning Plan
Lear To ics Method Resources Asses
nin olo smen
Out t
com
e

Page 1 of
Purposive Communication
• Describe • • Lecture LCD projector or manila paper • Quizzes
the Commu and • Audio and/or video clips of various media (e.g. n./ commercials, and
class movies; newscasts; etc.)
nature, nication seatwork
discussi Texts from newspapers, magazines, journals
elements process on on on
, and es, element • see [Link] identifyi
s and [Link]/publichealthtextbook/organisationmanagement/5aunders
functions principle ng
types of tandingitd/effectivecommunication
of verbal s, and elements
commu
and non- ethics See [Link] of
nication
verbal nloads/trainingmaterials/ebooks/softskills/effectivecommunication- commun
Group
commun ication
work on
ication in (e.g.
identifyi
various sender,
ng
and message,
element
multicult channel,
s of
ural receiver,
commun
contexts effect)
ication in
various
texts

Il
Page 2 of 11
Purposive Communication
 [Link]
• Chase, R. & Shamo, S.
(2013). Elements of
effective
communication,
4th ed. Washington,
Utah: Plain and
Precious Publishing.
• Explain how cultural • Communication and Class discussion • LCD projector or manila • Reaction paper
and global issues affect Globalization of essay, "Flight paper and/or discussion
communication from • See "Communicating in a forum on the
• Appreciate the conversation" or multicultural society and impact of
video "Connected world" globalization on
impact of communication
but alone" and • Article "Flight from how people
on society and the world conversation"
"How social [Link] [Link] communicate, and
media can make m/2012/04/22/opinion/ vise versa
history" or s unday/the-flight-
"Wiring a web for [Link]?
global good" FO
• Video "Connected but
alone" in TED talks
[Link]
ks/sherry_turkle_alone
_together
• Video "How social media
can make history"
Page 3 of 11
Purposive Communication
 [Link]
ks/cla shirk how ce

llphones_twitter_faceb
ook_can_make_history
• Video "Wiring a web for
global good"
[Link]
ks/gordon_brown
• Determine culturally • Local and Global • Lecture and class LCD projector or manila • Quiz and seatwork
appropriate terms, Communication in discussion on paper on using culturally
expressions, and multicultural settings using culturally • Invited appropriate terms,
images (sensitivity to • Varieties and registers appropriate terms, students/speakers from expressions, and
gender, race, class, etc.) expressions and different cultures images; varieties
of spoken and written images; varieties and registers of
• Adopt cultural and language • Films or videos showing
and registers of language
intercultural awareness language different speakers from
and sensitivity in various regions • Research and report
• Class discussion of communicating in a on various cultural
communication of cultural multilingual setting (e.g. and intercultural
ideas appropriateness in "Lost in
communicating as modes of
Translation")
tackled in communication
See TED Talks "Pop
flim/video (e.g.,
culture in the Arab
• Exercises on world" [Link] words/gestures used
using culturally [Link]/t alks/shereen in a particular region
appropriate el feki or country to show
terms, pop_culture_in_the_ar
Page 4 of 11
Purposive Communication
 expressions, and ab world respect) and/or
images See various issues in
• Interview invited [Link] communication
speakers/students ord [Link]/2015/01 (e.g., use of
politically correct
words in today's
world; gender
sensitivity through
language)

Page 5 of 11
Purposive Communication
 /29/it-aint-right-innitabout-
languageregister-in-english/
• See
[Link]
-[Link]
• See [Link] see
[Link] /category/varieties-
ofenglish
See [Link]
[Link]/blog/whichvariety-englishshould-
you-speak
• Dainton, M. & E. (2015). Applying
communication theory for professional life. A
practical introduction Yd ed. Sage
Publications.
Biber, D. & Conrad S. (2009). Register,
genre, and style. Cambridge:
Cambrid e Univ.

Page 6 of 11
Purposive Communication
• Evaluate • Evaluating • Lecture and • LCD projector or manila paper • Invitation for
multimodal texts messages class Authentic texts about cultural sensitivity people to join
critically to and/or images discussion from various media (text messages; causeoriented
enhance receptive (e.g. pictures, email messages; social media messages;
on critical events using
(listening, reading, illustrations) of newspaper, magazine, and joumal
different types reading and various media
viewing) skills listening articles; print and electronic
of texts advertisements) See sample: such as email,
• Convey ideas reflecting • Exercises on social media,
[Link] kwintessen
through orall different analyzing [Link]/culturalservices/articles/cultur print and/or
audio-visual, cultures al-sensitivity. html
content of electronic
and/or web-based (regional, Asian,
Western, etc) various texts • See sample: advertisements
presentations for [Link]
1. What is the
different target [Link] m/2015/01
message?
audiences in local /[Link]
2. What is the
and global settings purpose of the • See sample.
using appropriate message? [Link]
registers Adopt 3. How is the /mu!timedia/archive/01
awareness of message 440/burger_1440211c
audience and conveyed by
the text and/or
context in image?
presenting ideas 4. Who is the
target audience
of the

Page 7 of 11
Purposive Communication
 message?
5. What other
ways of
presenting the
message are
there?

See sample:
[Link]
com/2013/11/19/9racist-
adscommercials-
thatpromote-
negativeimages-of-
blackpeople/3/
• Mooney, A., Peccei,
J.s., La Belle, S, etal
(2010). Language, society
and power: An
d
introduction, Y ed.
London: Routledge.

Page 8 of 11
Purposive Communication
•Convey ideas through • Communication • Lecture and class • LCD projector or manila • Oral, audio-visual,
oral, audio-visual, aids and strategies discussion on paper and/or web-based
and/or web-based preparing audio
using tools of
visual and • Texts, video/audio clips presentations to
presentations for from various sources
technology webbased promote cultural
different target See [Link]
audiences in local and presentations values (e.g.,
[Link]/
global settings using Group work and respect for elders,
appropriate registers class discussion
• "The world's worst bayanihan spirit,
research presentation"
•Adopt awareness of on identifying [Link] etc.)
audience and context problems with om/watch?v=nSGqp4bZQY
in presenting ideas the research • Adler, R. , Elmhorst,
presentation in J.M., & Lucas, K.
the video 2012

Communicating at
work: Strategies for
success in business
and the professions.
NY: McGraw Hill.

Page 9 of 11
Purposive Communication
• Convey ideas through • Communication for
various purposes
•Lecture and class • LCD projector or manila Public
announcements
oral, audio-visual} discussion on paper
and/or web-based 1. to obtain, (audio/video, social
provide, and informative, • Sample texts (inquiry media) about
presentations for persuasive and letter, police reports,
different target disseminate disaster
argumentative political speeches,
audiences in local and information preparedness
communication letters of appreciation,
global settings using 2. to persuade and etc) • Editorial about
appropriate registers argue •Lecture and
• See environmental
• Create clear, coherent, discussion of issues
[Link]
and effective Types of v [Link]/english/rural/fa • Formal One-minute
communication Speeches and cts/[Link] Speech based on
materials Public Speaking
Present ideas • See current issues
(Read, [Link] (Extemporaneous)
persuasively using
Memorized, [Link]/media/cms/121
appropriate language mod2 ch8 effective c
registers, tone, facial Impromptu/
ommunicatio 63afca8
expressions, and Extemporaneous) [Link]
gestures •Short exercises: • See
• Adopt awareness of asking for [Link]
audience and context in information [Link]/Prof_Comm pdf
presenting ideas through inquiry See
letter or interview, [Link]
response to [Link]/samplecha
queries, incident ter/0205524214 df
reports

Page 10 of 11
Purposive Communication
 Searlest G. (2014).
Workplace
Communication:
The Basics. Boston:
Allyn & Bacon, 6th
ed.
Dainton, M. & zeiley E.
(2015). Applying
communication
theory for
professional life. A
practical introduction.
3rd ed., Sage
Publications.
Lucas, S. (2011). The
art of public
speaking. NY:
McGraw Hill.

• Video of "The Most

Important Cannot
be Said": Eddie
Calasanz at
TEDxADMU
(youtube)

Page 11 of 11
Purposive Communication
• Create clear, • Communication • Lecture and class • LCD projector or manila paper Workplace
coherent and for work purposes discussion on documents (e.g.
• Video of "Giving minutes; memo)
effective (e.g healthcare, effective
communication communication Presentations Worth • Written and/or
education, Listening to" • Gordon
materials and oral oral presentation
business and presentations in Kangas at TEDx Talks (youtube)
• Present ideas (group reporting)
trade, law, media, the workplace
persuasively • Sample communication materials of a medical
using appropriate science and • Analysis of from different workplace settings
technology) case/ business
language different (e.g. minutes, memo, requests,
communication business/technical/ incident reports, proposal/ media
registers, tone,
facial expressions materials letters) see [Link] campaign
and gestures • Writing exercises ploads/files/SampleM proposal/
[Link] program or
• Adopt awareness on
See [Link]
communication project proposal
of audience and [Link]/lls/llonline/writing/
materials for the for addressing a
context in medicine/reflective/5.x ml see
workplace (e.g health
presenting ideas in [Link]
minutes, memo, issue/problem
communicating af/knowledgeportal/Media/Workplac
requests, (using
ideas e communication cha ter in
business/technicai communication
communicatio aids and
/ incident reports,
letters) strategies-tools
of technology)

Page 12 of 11
Purposive Communication
[Link]
See [Link]
ep/topics/youth/softski
lls/[Link]
Dainton, M. & zeiley E (2015).
Applying communication theory for
professional life. A practical
introduction Yd edition., Sage
Publications.
Searles, G. (2014).
Workplace
Communication: The Basics.
th
Boston: Allyn & Bacon, 6 ed.

Page 13 of 11
Purposive Communication
• Write and present • Communication • Lecture and • LCD projector or manila paper • Analysis Papers
academic papers for academic class discussion (e.g., literary
using appropriate on
• Bullock, R. & Goggin, analysis,
purposes (e.g.
tone, style, communication M. (2013). The Norton political science
research-based
conventions and for academic Field Guide to Writing edition. W.W. analysis paper)
reference styles journal or Norton and Company. and/or Technical
magazine article, purposes
• Adopt awareness Papers (for
etc.) • Independent • See journal article or
of audience and
context in research (topic [Link] magazine
presenting ideas proposal, oads/3/8/2/9/3829406 article) on
3/[Link] political, social,
• Convey ideas literature review,
cultural,
through oral, data gathering, economic or
audio-visual, data analysis) health,
and/or web-based environment
presentations for issue
different target • Academic
audiences in local
and

Page 14 of 11
Purposive Communication
global settings using See Presentations (e.g.,
appropriate registers [Link] paper
edu/-reich/st810A/oral presentations for a
pdf local/international
• See conference; lecture
presentations for a
[Link] local/international
[Link]/PDF/howto forum) of
t alk pdf analysis/technical
paper
Final project:
Multimodal
Advocacy campaign
(print, audio, visual,
web-based)
addressing current
issues tackled in
previous tasks (e.g.
good governance,
responsible
citizenship, disaster
preparedness,
environmental
preservation,
poverty reduction,
etc.)
Page 15 of 11
Purposive Communication
PURPOSVE COMMUNICATION Course Map
PURPOSIVE
GE LEARNING OUTCOMES COMMUNICATION
KNOWLEDGE
1. Anal ze "texts" written, visual, oral , etc. criticall
2. Demonstrate proficient and effective communication (writing, speaking, and use of
new technologies)

3. Use basic concepts across the domains of knowledge

4. Demonstrate critical, analytical, and creative thinking

5. Apply different analytical modes in problem solving

VALUES
1. A reciate the com lexit of the human condition o
2. Inter ret the human ex erience from various ers ectives o
3. Examine the contem ora world from both Phili ine and lobal ectives o
4. Take res onsibilit for knowin and bein Fili ino O
5. Reflect critically on shared concerns o

12
Page of
Purposive Communication
 GE LEARNING OUTCOMES PURPOSIVE COMMUNICATION

6 Generate innovative ractices and solutions uided b ethical standards o

7. Make decisions based on moral norms and im eratives o
8. A reciate various art forms

9. Contribute to aesthetics

10. Advocate res ect for human ri hts

11. Contribute ersonall and meanin full to the count s develo ment o
SKILLS
1 . Work effectivel in a rou o
2. A I com utin tools to rocess information effectivel

3. Use current technolo to assist and facilitate learnin and research

4. Ne otiate the world of technolo res onsibl p

5. Create solutions to roblems in various fields p
6. Manage one's knowledge, skills, and values for responsible and productive living o
7. Organize one's self for lifelong learning
L = Learned p = practiced O = Opportunity to learn
22
Page of
Purposive Communication
PURPOSIVE COMMUNICATION Required Readings and Other Materials
Adler, R., Elmhorst, J.M., & Lucas. Communicating at Work: Strategies for Success in Business and the Professions. NY:
McGraw Hill, 2012.
Bullock, R. and Goggin, M. The Norton Field Guide to Writing. 3 rd ed. W.W. Norton and Company, 2013.
Chase, R. and Shamo, S. Elements of Effective Communication. 4th ed. Washington, Utah: Plain and Precious Publishing,
2013.
Daintont M. and Zelley E. Applying Communication Theory for Professional Life. A Practical Introduction. 3 rd ed.,
Sage
Publications, 2015.
Lucas, S. The Art of Public Speaking. NY: McGraw Hill, 201 1.
Mooney, A., Peccei, J.S., La Belle, S, [Link]. Language, Society and Power: An Introduction. 3 rd ed. London: Routledge,
2010.
Searles, G. Workplace Communication: The Basics. 6th ed. Boston: Allyn & Bacon, 2014

PURPOSIVE COMMUNICATION Suggested Readings and References

Abrams, R. Successful Business Plan: Secrets and Strategies. Redwood, CA: Planning Shop, 2010.
Axelrod, R. & Cooper, C. The St. Martin's Guide to Writing. 10th ed. Bedford/St. Martin's, 2013.
Biber, D. & Conrad S. Register, Genre, and Style. Cambridge: Cambridge University Press, 2009.
Lehman, C. & DuFrene, D. Business Communication. Mason, OH: South-Western Cengage Learning, 2011.
Miller, K. Communication Theories: Perspectives, Processes, and Contexts. 2nd ed. NY: McGraw Hill, 2004.
Anderson, K. & Tompkins, P. Practicing Communication Ethics: Development, Discemment and Decision-making. Routledge,
2015.
Page of
Purposive Communication
Wallace, C. Critical Reading in Language Education. Basingstoke and New York: Palgrave McMillan, 2005.

1 1

Page of
Purposive Communication