POLANGUI COMMUNITY COLLEGE

Polangui, Albay
AY: 2024-2025

Subject GE 5 – Purposive Communication

Topic Introduction to Communication
Communication Processes, Principles, and Ethics
Communication and Globalization
Week 1

Introduction
Communication is an essential part of human interaction, serving as the cornerstone of
relationships, education, business, and society at large. In the realm of purposive communication,
understanding the processes, principles, and ethical considerations is vital for effective interaction.
This lesson will explore the components of the communication process, the principles of effective
communication, ethical considerations, and the impact of globalization on communication.

Definition of Communication
• Communication is inevitable. Our need for self-expression leads us to communicate not only
our thoughts but also our feelings.
• Communication may be done verbally or non-verbally.
• Communication can be defined as the process of exchanging information between
individuals or groups through verbal, non-verbal, or written means. This exchange can occur
in various forms, such as spoken language, body language, gestures, and written texts.
Effective communication is essential for understanding and collaboration, as it allows
individuals to convey their messages clearly and receive feedback.
Communication Processes

The Components of the Communication Process

The communication process can be understood as a series of interconnected components that work
together to facilitate the exchange of information. These components are:

1. Source: The source is the originator of the message. This could be an individual, a group,
or an organization. The effectiveness of the communication often depends on the credibility
and clarity of the source.
2. Message: The message is the information, idea, or thought that the source wishes to
convey. It can be verbal, non-verbal, written, or visual.
3. Channel: The channel is the medium through which the message is transmitted. This could
include face-to-face conversations, emails, texts, social media, or traditional media such as
television and radio.
4. Receiver: The receiver is the individual or group for whom the message is intended.
Understanding the receiver's background, needs, and expectations is crucial for effective
communication.
5. Feedback: Feedback is the response from the receiver to the source. It helps the source
understand whether the message was interpreted as intended and allows for adjustments in
future communication.
6. Environment: The environment refers to the physical and psychological context in which
communication takes place. Factors such as noise, time, and the physical setting can
influence how messages are received.
7. Context: Context encompasses the situational factors surrounding the communication,
including cultural, social, and relational contexts. Understanding context is essential for
interpreting messages accurately.
8. Interference: Interference, or noise, can hinder communication. This includes anything
that disrupts the clarity of the message, such as distractions, misunderstandings, or
emotional barriers.

Kinds of Interference
a. Psychological barriers are thoughts that hamper the message to be
interpreted correctly by the receiver.
b. Physical barriers include competing stimulus, weather and climate, health
and ignorance of the medium.
c. Linguistic and cultural barriers pertain to the language and its cultural
environment. Words may mean another in different cultures.
 d. Mechanical barriers are those raised by the channels employed for
interpersonal, group or mass communication. These include cellphones,
laptops and other gadgets used in communication.

Communication Models
Communication is an essential aspect of human interaction, and understanding the various
models that describe how communication occurs can enhance our ability to convey messages
effectively. In this discussion, we will explore three key communication models: the Shannon-
Weaver Model, the Interactive Model, and the Transactional Communication Model. Each model
offers a unique perspective on the communication process, providing valuable insights into how
messages are transmitted, received, and interpreted.

Shannon-Weaver Model
The Shannon-Weaver Model, developed by Claude Shannon and Warren Weaver in 1949,
is often considered the foundational model of communication. This model is linear in nature,
illustrating communication as a one-way process that involves a sender, a message, a channel, a
receiver, and potential noise that can disrupt the message.

Components of the Model

1. Sender: The individual or entity that originates the message.
2. Message: The information that is being communicated.
3. Channel: The medium through which the message is transmitted (e.g., spoken word,
written text, digital medium).
4. Receiver: The individual or entity that receives the message.
5. Noise: Any interference that distorts or interrupts the message during transmission.

Example
Consider a scenario where a professor delivers a lecture. The professor (sender) presents
information (message) through spoken words (channel) to students (receivers). However, if
students are distracted by background noise, such as conversations or construction outside, the
effectiveness of the communication is compromised, demonstrating how noise can affect the
process.

Interactive Model
The Interactive Model of communication builds upon the linear nature of the Shannon-
Weaver Model by incorporating feedback and emphasizing the dynamic nature of communication.
This model recognizes that communication is not just about sending messages but also about how
these messages are received and responded to.

Components of the Model

1. Sender: Initiates the communication with a message.
2. Receiver: Interprets the message and provides feedback.
3. Feedback: Responses from the receiver that inform the sender about how the message was
understood.
4. Context: The environment and circumstances in which communication occurs, influencing
the interpretation of messages.

Example
In a classroom discussion, a teacher poses a question (message) to students (receivers). Students
respond with their thoughts (feedback), which the teacher then uses to adjust their teaching
approach. The context, including the classroom atmosphere and the students' prior knowledge,
plays a significant role in shaping the communication exchange.

Transactional Communication Model

The Transactional Communication Model further expands on the interactive nature of
communication by emphasizing that both the sender and receiver are simultaneously engaged in
the process. This model views communication as a collaborative effort where messages are co-
created.

Components of the Model

1. Simultaneous Sending and Receiving: Both parties are active participants, exchanging
messages at the same time.
2. Shared Meaning: The goal of communication is to create a mutual understanding between
parties.
 3. Contextual Influence: The environment, cultural background, and personal experiences
of individuals impact how messages are constructed and interpreted.

Example
Consider two friends having a conversation about a recent movie. As they share their thoughts
(sending messages), they simultaneously listen and respond (receiving messages). Their shared
experiences and cultural contexts shape their understanding of the movie, illustrating the
collaborative nature of communication in this model.

Comparisons and Applications

Differences between the Models
While each communication model has its unique characteristics, they all aim to describe
how messages are conveyed and interpreted. The Shannon-Weaver Model is more focused on the
mechanics of communication, while the Interactive and Transactional Models emphasize the roles
of feedback and shared understanding.

Practical Applications
Understanding these models is crucial in various fields, including business, education, and
interpersonal relationships. For example, in a corporate setting, effective communication can lead
to better collaboration among teams. In education, teachers can enhance student engagement by
incorporating feedback mechanisms.

Communication models serve as frameworks for understanding the complexities of human

interaction. By examining the Shannon-Weaver Model, the Interactive Model, and the
Transactional Communication Model, we gain valuable insights into how messages are
constructed, transmitted, and interpreted. As we engage in various forms of communication, being
aware of these models can help us improve our ability to connect with others, fostering better
understanding and collaboration in our personal and professional lives.

The Nine Principles of Effective Communication

To communicate effectively, certain principles must be observed. These principles serve as

guidelines for clear and impactful communication:

1. Clarity: Messages should be clear and easily understood. Avoid jargon and complex
language.
2. Concreteness: Be specific and provide concrete details to enhance understanding. Vague
statements can lead to confusion.
3. Courtesy: Politeness and respect are crucial in communication. A courteous approach
fosters positive interactions.
4. Correctness: Ensure that the information shared is accurate and free from errors.
Misleading or incorrect information can damage credibility.
5. Consideration: Take the receiver's perspective into account. Tailor messages to their
needs, interests, and expectations.
6. Creativity: Engaging communication often involves creativity. Use innovative approaches
to capture attention and convey messages effectively.
7. Conciseness: Be concise and to the point. Avoid unnecessary details that may dilute the
main message.
8. Cultural Sensitivity: Be aware of cultural differences and respect diverse perspectives.
This promotes inclusivity and understanding.
9. Captivating: Use engaging techniques to hold the audience's attention. This could include
storytelling, visuals, or interactive elements.

Ethical Considerations in Communication

Ethical communication is fundamental to maintaining trust and integrity. Ethical communicators

adhere to several key principles:

1. Respect Audience: Treat the audience with dignity and respect. Acknowledge their
viewpoints and experiences.
2. Consider the Result of Communication: Reflect on the potential impact of the message.
Aim for positive outcomes that benefit all parties involved.
3. Value Truth: Commit to honesty in all communications. Misinformation can lead to
significant consequences.
 4. Use Information Correctly: Ensure that all information is used ethically and responsibly,
without manipulation or misrepresentation.
5. Do Not Falsify Information: Avoid fabricating or altering information. Trust is built on
transparency and truthfulness.

Communication and Globalization

In an increasingly interconnected world, globalization has transformed how communication

occurs. The rise of technology has facilitated instant communication across borders, leading to the
following changes:

1. Cultural Exchange: Globalization promotes the sharing of diverse cultures, languages,

and perspectives. This enriches communication by broadening understanding and
appreciation of different ways of life.
2. Language Diversity: With globalization, communication often includes multiple
languages. Understanding linguistic nuances is critical for effective cross-cultural
communication.
3. Access to Information: The internet and digital platforms provide access to a vast array
of information and viewpoints. This democratization of information can enhance
communication but also requires critical thinking to discern credible sources.
4. Challenges of Miscommunication: The rapid exchange of information can lead to
misunderstandings and misinterpretations, especially across cultures. It's essential to be
aware of potential barriers and work to overcome them.
5. Collaboration Across Borders: Globalization encourages collaboration among
individuals and organizations from different countries. Effective communication skills are
vital for successful partnerships and projects.

Conclusion

Understanding the processes, principles, and ethics of communication is essential for effective
interaction in a globalized world. By mastering these components, individuals can enhance their
communication skills, foster positive relationships, and contribute to a more interconnected and
understanding society. As future communicators, students are encouraged to apply these concepts
in their personal and professional lives, ensuring that their communication is purposeful and
impactful.
 POLANGUI COMMUNITY COLLEGE
Polangui, Albay
AY: 2024-2025

Subject GE 5.1 – Purposive Communication

Topic Introduction to Communication
1.2: Models of Communication
Week 2

What are communication models?

• According to Denis McQuail's book Mass Communication Theory, "a model is a selective
representation in verbal or diagrammatic form of some aspect of the dynamic process of
mass communication."
• In other words, models of communication provide us with a visual representation of the
different aspects of a communication situation.
• Since communication is a complex process, it's often challenging to determine where a
conversation begins and ends.
• That is where models of communication come in - to simplify the process of understanding
communication.
• Some models are more detailed than others, but even the most elaborate ones cannot
perfectly represent what goes on in a communication encounter.

How can communication models help with work communication?

Since communication is the lifeblood of any organization, we have to strive to understand
how it works.
Understanding communication models can help us:
• Think about our communication situations more deliberately,
• Learn from our previous experiences, and
• Better prepare for future communication situations.

8 Major Communication Models

There are 8 major models of communication, which can be divided into 3 categories:
1. Linear models of communication
- The linear communication model is straightforward and used mainly in marketing, sales, and
PR, in communication with customers.
- Linear communication models suggest that communication takes place only in one direction.
The main elements in these models are:
• The channel,
• The sender, and
• The receiver.
Some linear models of communication also mention noise as one of the factors that have a
role in the communication process. Noise acts as the added (background) element that usually
distracts from the original message.

1.1 Aristotle's model of communication

- The oldest communication model that dates back to 300 BC, Aristotle's model was designed
to examine how to become a better and more persuasive communicator.
- Aristotle's model of communication primarily focuses on the sender (public speaker,
professor, etc.) who passes on their message to the receiver (the audience).
- The sender is also the only active member in this model, whereas the audience is passive.
This makes Aristotle's communication model a foolproof way to excel in public speaking,
seminars, and lectures.
Aristotle identified 3 elements that improve communication within this model:
- Ethos - Defines the credibility of the speaker. Speaker gains credibility, authority, and power
by being an expert in a field of their choice.
- Pathos - Connects the speaker with the audience through different emotions (anger, sadness,
happiness, etc.)
- Logos - Signifies logic. Namely, it is not enough for the speech to be interesting - it needs
to follow the rules of logic.
Aristotle also suggested that we look at 5 components of a communication situation to
analyze the best way to communicate:
• Speaker,
• Speech,
 • Occasion,
• Target audience, and
• Effect.
One of the major drawbacks of this model is that it does not pay attention to the feedback in
communication because the audience is passive.
1.2 Lasswell's model of communication
- Lasswell's communication model views communication as the transmission of a message
with the effect as the result.
- The effect in this case is the measurable and obvious change in the receiver of the message
that is caused by the elements of communication.
- If any of the elements change, the effect also changes.
Lasswell's model aims to answer the following 5 questions regarding its elements:
- Who created the message?
- What did they say?
- What channel did they use (TV, radio, blog)?
- To whom did they say it?
- What effect did it have on the receiver?
The answers to these questions offer us the main components of this model:
• Communicator,
• Message,
• Medium,
• Audience/Receiver, and
• Effect.

1.3 The Shannon-Weaver model of communication

- The Shannon-Weaver communication model, therefore, is a mathematical communication
concept that proposes that communication is a linear, one-way process that can be broken
down into 5 key concepts.
As the Shanon-Weaver communication model diagram below shows, the main components of
this model are:
• Sender,
• Encoder,
• Channel,
• Decoder, and
• Receiver.
- Shannon and Weaver were also the first to introduce the role of noise in the communication
process. In his book Introduction to Communication Studies, John Fiske defines noise as:
"Anything that is added to the signal between its transmission and reception that is not
intended by the source."
- The noise appears in the form of mishearing a conversation, misspelling an email, or static
on a radio broadcast.

1.4 Berlo's S-M-C-R model of communication

- Berlo's model of communication was first defined by David Berlo in his 1960 book The
Process of Communication.
- This communication model is unique in the sense that it gives a detailed account of the key
elements in each step.
Berlo's S-M-C-R communication model is a linear model of communication that suggests
communication is the transfer of information between 4 basic steps or key elements.
• Source,
• Message,
• Channel, and
• Receiver.

2. Interactive models of communication

- Interactive models are used in internet-based and mediated communication such as telephone
conversations, letters, etc.
- As more dynamic models, interactive communication models refer to two-way
communication with feedback. However, feedback within interactive communication
models is not simultaneous, but rather slow and indirect.
The main elements of these models, illustrated in the interactive communication model diagram,
include the following:
• Sender,
• Message,
 • Receiver,
• Feedback, and
• Field of experience – represents a person's culture, past experiences, and personal history.
All of these factors influence how the sender constructs a message, as well as how the
receiver interprets it. Every one of us brings a unique field of experience into
communication situations.

2.1 The Osgood-Schramm model of communication

- In their book Communication Models for the Study of Mass Communications, Denis
Mcquail and Sven Windahl say that the emergence of this model "meant a clear break with
the traditional linear/one-way picture of communication."
- The Osgood-Schramm model is a circular model of communication, in which messages go
in two directions between encoding and decoding. As such, this model is useful for
describing synchronous, interpersonal communication, but less suitable for cases with little
or no feedback.
- Interestingly, in the Osgood-Schramm communication model, there is no difference between
a sender and a receiver. Both parties are equally encoding and decoding the messages. The
interpreter is the person trying to understand the message at that moment.
- Furthermore, the Osgood-Schramm communication model shows that information is of no
use until it is put into words and conveyed to other people.
The Osgood-Schramm communication model proposes 4 main principles of communication:
- Communication is circular. - Individuals involved in the communication process are
changing their roles as encoders and decoders.
- Communication is equal and reciprocal. - Both parties are equally engaged as encoders and
decoders.
- The message requires interpretation. - The information needs to be properly interpreted to
be understood.
- As shown in the Osgood-Schramm communication model diagram below, this model
proposes 3 steps in the process of communication:
• Encoding,
• Decoding, and
• Interpreting.

2.2 The Westley and Maclean model of communication

- This communication model is primarily used for explaining mass communication.
- The Westley and Maclean communication model suggests that the communication process
does not start with the source/sender, but rather with environmental factors.
- This model also takes into account the object of the orientation (background, culture, and
beliefs) of the sender and the receiver of messages.
- The very process of communication, according to this communication model, starts with
environmental factors that influence the speaker - the culture or society the speaker lives
in, whether the speaker is in a public or private space, etc. Aside from that, the role of
feedback is also significant.
This model consists of 9 crucial components:
• Environment (X),
• Sensory experience (X¬π),
• Source/Sender (A),
• The object of the orientation of the source (X¬≤),
• Receiver (B),
• The object of the orientation of the receiver (X¬≥),
• Feedback (F),
• Gatekeepers (C), and
• Opinion leaders.

3. Transactional communication models

- Transactional models are the most dynamic communication models, which first introduce a
new term for senders and receivers - communicators.
- Transactional communication models view communication as a transaction, meaning that it
is a cooperative process in which communicators co-create the process of communication,
thereby influencing its outcome and effectiveness. In other words, communicators create
shared meaning in a dynamic process. Aside from that, transactional models show that we
do not just exchange information during our interactions, but create relationships, form
cross-cultural bonds, and shape our opinions. In other words, communication helps us
establish our realities.
These models also introduced the roles of:
• Social,
• Relational, and
• Cultural contexts.
Moreover, these models acknowledge that there are barriers to effective communication -
noise.
What are the main elements of transactional communication models?
• Encoding,
• Decoding,
• Communicators,
• The message,
• The channel, and
• Noise.

3.1 Barnlund's transactional model of communication

- Barnlund's transactional communication model explores interpersonal, immediate-feedback
communication.
- Barnlund's model of communication recognizes that communication is a circular process and
a multi-layered feedback system between the sender and the receiver, both of whom can
affect the message being sent.
- The sender and the receiver change their places and are equally important. Feedback from
the sender is the reply for the receiver, and both communicators provide feedback. At the
same time, both sender and receiver are responsible for the communication's effect and
effectiveness.
Barnlund's transactional communication model diagram below illustrates the following main
components of this communication model:
• Encoding,
• Decoding,
• Communicators,
• The message (including the cues, environment, and noise), and
• The channel.

3.2 Dance's Helical model of communication

- According to Dance's Helical model of communication, with every cycle of communication,
we expand our circle. Therefore, each communication encounter is different from the
previous one because communication never repeats itself.
- Dance's Helical communication model views communication as a circular process that gets
more and more complex as communication progresses.
- According to this communication model, in the communication process, the feedback we get
from the other party involved influences our next statement and we become more
knowledgeable with every new cycle.

Conclusion
- Communication models help us solve our workplace communication problems.
- Communication in real life might be too complex to be truly represented by communication
models. However, models of communication can still help us examine the steps in the
process of communication, so we can better understand how we communicate both in the
workplace and outside of it.

Let's sum up the key takeaways from this guide.

In this guide, we have covered the most important models of communication, divided into 3
categories:
• Linear models - Mainly used in marketing, sales, and PR, in communication with customers,
these models view communication as a one-way process.
• Interactive models - Used in internet-based and mediated communication, they refer to two-
way communication with indirect feedback.
• Transactional models - The most complex models of communication, which best reflect the
communication process.
Although none of these models represent our communication 100%, they can help us detect and
solve potential problems and improve our communication skills.

References:
Beebe, S. A., Beebe, S. J., & Ivy, D. K. (2022). Communication: Principles for a lifetime. Pearson
Education Limited.
Berlo, David K. (1960). The Process of Communication. Harcourt School.
Encyclopædia Britannica, inc. (n.d.). Models of communication. Encyclopædia Britannica.
Retrieved September 7, 2023, from [Link]
communication
Fiske, J. (2011). Introduction to communication studies. Routledge.
Hartley, J. (2020). Communication, cultural and Media Studies: The key concepts. Routledge.
Iyer, N., Veenstra, A. S., & Sapienza, Z. (2015, January 1). Reading Lasswell's model of
communication backward: Three scholarly misconceptions. Mass Communication and Society.
Retrieved September 7, 2023, from
[Link]
_Three_Scholarly_Misconceptions
Jones, R. G. (2018). Communication in the real world. Flat World Knowledge.
Learning, L. (n.d.). Principles of public speaking. Principles of Public Speaking | Simple Book
Production. Retrieved September 7, 2023, from
[Link]
McQuail, D. (2012). McQuail's mass communication theory. SAGE.
McQuail, D., & Windahl, S. (2016). Communication models: For the study of Mass
Communications. Routledge.
MSG Management Study Guide. Communication Models - Aristotle, Berlos, Shannon and
Weaver, Schramms. (n.d.). Retrieved September 7, 2023, from
[Link]
Pierce, T., & Corey, A. M. (2009). The evolution of human communication: From theory to
practice. EtrePress.
Schramm, W. (1955). Information theory and mass … - [Link]. SAGE Journals.
Retrieved September 7, 2023, from
[Link]
 POLANGUI COMMUNITY COLLEGE
Polangui, Albay
AY: 2024-2025

Subject GE 5 – Purposive Communication

Topic Evaluating messages and/or Images of Different Types of Texts
Reflecting Different Cultures
Week 3

Introduction
A text isn’t limited to something written down. A text can be a film, an artifact, anything in
a language and culture that conveys meaning. Think about the texts that you see in your language
classroom: What’s in the textbook? What do you read in class or even at home? How do you
describe the classroom, its design? Why do you think the chairs are placed facing the tables? Those
questions, with its finite answer would tell you that there are texts that are reflection of one’s own
culture.

Text
Includes any form of written, spoken, or media work conveying meaning to an audience.
Text may use words, graphics, sounds and images in presenting information. It may also be print,
oral, visual or electronic forms. A text is a unit of meaning for interpretation and understanding.
As such, most things are (or could be treated as) texts. Within media studies, a text could be a TV
program, film, video game, website, book, song, podcast, newspaper article, tweet, or app.
Text matter because they are bearers of communication and movers of meaning. Texts can
inspire and delight, or disgust and disappoint, but more importantly they intervene in the world
and into culture, introducing new ideas or variously attacking or reinforcing old ones. Textual
analysis has long been a primary mode of “doing” media studies, as scholars seek to ascertain what
a text means, how it means (what techniques are used to convey meaning), and what its themes,
messages, and explicit and implicit assumptions aim to accomplish.

Cultural Text

Cultural texts are those objects, actions, and behaviors that reveal cultural meaning. A photo
is an image, but it is also a cultural text, a picture with cultural information beyond just the picture
itself. Food, house, and clothing also suggest information regarding culture, and it does not stop
there. The entire space and place, including the people and their interaction, all the rituals and
rules, and its various forms in which they manifest themselves, are “readable” texts. However, not
every text has a particular cultural relevance.

Identification of cultural text is somewhat easy. When you look around the classroom or the
place you are right now and see the people or things around you, those you see are cultural texts.
Even the spaces that may or may not be void to people are considered cultural texts; the
arrangement and demographics show how space is used. What is in the space and what happens to
the space is all cultural text or an image that is available for analysis. In other words, the space and
objects within it are “readable” cultural texts. The purpose, needs, values, and even the beliefs of
the people who occupy it had something to say about it.

Returning to the instance of a classroom, consider the following questions:

• Why do you know where to sit and what it means to sit in front, middle, or back of the
classroom?
• How was the room decorated? Can you give a conclusion why?

As you consider the questions, you would know that those images, designs, reasons, and beliefs
are there, and they are arranged that way because its cultural background says otherwise.

Types of Cultural Texts

• Literary Texts: Novels, poetry, and short stories often encapsulate the essence of a culture.
For instance, the works of Chinua Achebe, such as "Things Fall Apart," provide insight
into Igbo culture and colonial impacts. Analyzing Achebe’s use of language and
storytelling techniques allows readers to appreciate the nuances of cultural identity.
• Visual Texts: Images and art play a significant role in expressing cultural narratives. For
example, the painting "The Migration Series" by Jacob Lawrence depicts the African
 American experience during the Great Migration. Each panel tells a story, utilizing color
and form to convey emotions and historical context.
• Digital Texts: In the digital age, social media platforms serve as modern cultural texts. The
hashtags used during movements like #BlackLivesMatter illustrate collective experiences
and responses to social issues. Evaluating these posts involves understanding the context,
audience, and impact of the messages conveyed.

Methods for Evaluating Cultural Texts

To effectively evaluate messages and images within cultural texts, various analytical
methods can be employed:
1. Critical Thinking
Critical thinking involves questioning the assumptions and biases present in a text. For
example, when analyzing a news article about a cultural event, consider who wrote it, their
perspective, and how that influences the portrayal of the event. This approach encourages readers
to seek a well-rounded understanding of the subject matter.

2. Comparative Analysis
Comparative analysis involves examining texts from different cultures to identify similarities
and differences. For instance, comparing traditional folktales from various cultures can reveal
universal themes of morality, conflict, and resolution. This method not only enhances
comprehension but also promotes cultural appreciation.

3. Contextual Analysis
Contextual analysis focuses on the historical, social, and political circumstances surrounding
a text. Understanding the context in which a piece was created can profoundly influence its
interpretation. For example, an indigenous narrative may be better understood when one considers
the historical oppression faced by that community.

Concrete Examples of Evaluating Cultural Texts

Example 1: Evaluating a Film

Consider the film "Coco," which celebrates Mexican culture through the lens of Día de los
Muertos (Day of the Dead). Evaluating this film involves analyzing the representation of cultural
practices, the accuracy of the depiction, and the messages about family and memory. Discussions
can arise regarding cultural appropriation versus appreciation, shedding light on the importance of
authentic representation.

Example 2: Analyzing a Photograph

A photograph from the Civil Rights Movement can serve as a powerful cultural text. For
instance, the image of the March on Washington captures the emotion and urgency of the struggle
for equality. Evaluating this photograph involves considering the composition, the emotions of the
subjects, and the historical significance of the event. It reflects the collective yearning for justice
and freedom.

Example 3: Interpreting a Poem

The poem "Still I Rise" by Maya Angelou is a rich text reflecting the resilience of Black
women in America. Analyzing the poem requires attention to its themes of strength, defiance, and
hope. The use of repetition and metaphor enhances its emotional impact and encourages readers
to connect with the broader narrative of empowerment.

The Implications of Evaluating Cultural Texts

Evaluating messages and images in cultural texts holds significant implications for
individuals and society.
• Fostering Empathy: Understanding diverse cultures through texts encourages empathy and
reduces prejudice. When individuals engage with cultural narratives, they can better
appreciate the experiences of others.
• Promoting Critical Literacy: Evaluating texts develops critical literacy skills, enabling
individuals to navigate a complex world filled with diverse narratives. This skill set is
essential in an era of misinformation and biased reporting.
 • Encouraging Cultural Preservation: By analyzing and valuing cultural texts, individuals
contribute to the preservation of cultural heritage. This practice ensures that future
generations can learn from and appreciate the richness of diverse cultures.
Understanding Different Types of Texts

As mentioned a while ago, a text can come from any form and be any kind of writing. It can
be letters, adverts, user guides, emails, postcards, notes, and magazine articles. But then, a text is
not limited to something written down. It can be a film, artifact, or anything in a language and
culture that conveys meaning.

Understanding what kind of text helps to understand the purpose why it was written.

For example:
• An advert is written to influence someone to buy; therefore, it is made to persuade.
• A user guide consists of instructions on how to make things run or how to cook food, for
instance. It is written to give instructions.
• A formal (business) letter is sometimes written to inform about something.
• A personal letter can also be written to someone describing a holiday vacation.

Persuasive Texts

A persuasive text encourages you to do or want something. In writing such, take note that
you may use proper capitalization, proper punctuation marks, and may also use repeated words or
questions to catch attention. Adjectives must be used as often as possible so that it may sound
attractive. One-sided arguments help to make the text credible.

Instructive Texts

An instructive text is written to instruct someone to do something or relate to procedures to

be done. The tone of words is commanding and may use formal and direct words. Extra words are
not needed, especially the use of adjectives.

Informative Texts

An informative text informs using words of fact and step-by-step procedures. A common
example is the announcement posted on the bulletin board or news broadcast on television.

Descriptive Texts

The role of descriptive text is to describe a person, thing, or an event by using adjectives or
adverbs to clearly emphasize the description process. The writer, upon writing the text, clearly
wanted the reader to imagine what it is like and how it is like by using describing words that appeal
to the five senses of humans.

What are Media Messages?

• Media messages contain information and ideas that are shared to a large audience of people.
• If these are not scrutinized properly, they may become agents of misinformation and lead
people to form wrong judgement and images on the subject of the wrongly presented media
message.
• By critically evaluating media messages, we ensure that the ideas presented are accurate,
relevant, and appropriate to be posted or shared with everyone.

Evaluating Messages

Why do we evaluate messages?

The importance of evaluating the effectiveness of the message is by developing and using
strategic questions to identify strengths and weaknesses.

How do we evaluate messages?

In order to evaluate whether a message is effective, we can ask ourselves a series of questions
which reflect a message’s simplicity, specificity, structure and stickiness.

Four Main Qualities for an Effective Message

• Simplicity
 - In order to ensure that the message have simplicity, we should ask ourselves two
questions:
a. Is the purpose evident?
b. Is the core message clear?
• Specificity
- Refers to our choices of language and its usage. In order to ensure language is specific,
we may ask ourselves:
a. Is language specific?
b. Is language concrete, rather than abstract?
c. Does it use words which have additional meanings and could perhaps be
misconstrued?
• Structure
- Ideas should be organized and easy to follow.
a. Does the messages have a structure?
b. Is there a more effective way to arrange the ideas?
• Stickiness
- The messages should display coherent and unity of ideas.
a. Does the idea of the message flow smoothly?
It is important to critically evaluate images you use for research. Study and presentation images
should be evaluated like any other source , such as journal articles or books, to determine their
quality, reliability and appropriateness, visual analysis is an important step in evaluating and
understanding its meaning.
Three steps of evaluating an image:

1. Identifying contextual source

2. Interpret contextual information
3. Understand implications
 POLANGUI COMMUNITY COLLEGE
Polangui, Albay
AY: 2024-2025

Subject GE 5 – Purposive Communication

Topic Communication and Globalization
Week 4

Communication
- has a symbolic nature and is an act of sharing one’s ideas, emotions, attitudes, or perceptions
with another person or group of persons through words (written or spoken), gestures,
signals, signs, or other modes of transmitting images.

Globalization
- is an integration between two or more countries; it may be economically, socially, politically,
and culturally.
- Has widely increased the availability of information for people across the world. By the sue
of internet and advanced mobile services, people are able to discuss business plans and
proposal on an international level as well as exchange private data securely.

Global communication
- has also contributed to the enlightenment and development of the globalization process in a
number of states. To communicate effectively, one should develop not only skills, nut also
a sense of empathy with others.

What is Communication in Relation to Globalization?

Communication is a lifeblood of any organization and globalization poses new challenges to
communication in any organization. One immediate effect is the increase in intercultural
communication. Communication in the 21st century is increasingly transactional and intercultural.
Consequently, effective global communication proves to be a challenge to many people since
cultural diversity increases the possibility of miscommunication.
Another important consequence of globalization is the rise of World Englishers where each
country boasts of its own variety of English. Experts claim that the Englishers are different in
relation to word use, pronunciation, accent, and grammar. As such, the challenges to intercultural
communication do not include problems in slang or idiomatic expressions which non-native
speakers usually find problematic, but also grammatical and pronunciation variations and other
verbal as well as non-verbal facets of language.

Impacts of Globalization on Communication

1. Virtual Interaction – communicating via online setting to other people that does not
necessarily required in face-to-face interactions.
2. Cultural Awareness in Speech – two people are speaking the same language, cultural
differences can affect vocabulary, colloquial expressions, voice tone and taboo topics.
3. Cultural Awareness in Body Language – to understand acceptable speaking distances,
conflict styles, eye contact and posture in different cultures, accepting that the physical
expressions of their own culture are not universally accepted.
4. Time Differences – the need to communicate and share information with people across
several time zones. When people collaborate with others on the other side of the globe,
their counterparts are usually at home asleep while they themselves are at work.

Impacts of Globalization on Global Communication

1. Availability of Information – the view that with the spread of businesses delivering internet,
satellite TV and mobile services, the costs of such information technologies dropped. The
decreased price makes it easier for people across the world to make use of the World Wide
Web and the resources available.
2. Business Conduct – long distance travels are no longer necessary for business people as
they require a meeting with a business partner overseas. Internet technology makes it
possible to exchange business information and conduct video conferences.
3. Social Awareness – information technology and networks enable them to share opinions,
views, work on projects and research different areas. These are among the main reasons
why the process of globalization is creating a sense of a global society.
4. The Problem – despite its quick spread and continuous development, global communication
has not reached the majority of people on all continents. It is at least 70% of all people in
Africa will never make a single phone call or use internet.
Advantages and Disadvantages of Globalization in Communication

Advantages:
1. Faster and More Efficient Communication
- Example: Businesses use emails, video calls, and instant messaging apps like Zoom or
Microsoft Teams to communicate with global clients and employees in real time.

2. Access to Diverse Cultures and Ideas

- Example: Social media platforms like Facebook and Twitter allow people to engage in
discussions with individuals from different cultural backgrounds, promoting cultural exchange and
understanding.

3. Wider Reach of Information

- Example: News outlets like CNN, BBC, and Al Jazeera provide real-time updates on global
events, keeping people informed regardless of location.

4. Enhanced Educational Opportunities

- Example: Online learning platforms like Coursera and edX offer courses from top universities,
allowing students worldwide to access quality education.

5. Improved International Business and Trade

- Example: Companies like Amazon and Alibaba use digital marketing to reach customers
worldwide, making global trade more accessible.

Disadvantages
1. Loss of Cultural Identity
- Example: The dominance of English in media and business has led some local languages to
decline, such as how younger generations in the Philippines prefer English over native dialects
like Kapampangan or Ilocano.

2. Spread of Misinformation and Fake News

- Example: Social media platforms are often used to spread false information, such as during
elections when misleading political ads influence public opinion.

3. Communication Barriers and Misinterpretation

- Example: Multinational teams may face misunderstandings due to differences in language,
tone, or cultural norms, such as an American manager expecting direct feedback while an Asian
employee prefers indirect communication.

4. Cybersecurity and Privacy Issues

- Example: Data breaches, such as Facebook’s Cambridge Analytica scandal, exposed millions
of users’ personal information, highlighting the risks of global digital communication.

5. Digital Divide
- Example: While urban areas enjoy high-speed internet and access to global information, rural
communities in developing countries struggle with poor connectivity, limiting their participation
in global conversations.

Conclusion
The influence of globalization in recent decades has impacted the types of communication
skills needed in various ways.
Today, we need to understand the dynamics of long-distance collaboration, the impact of
culture on manners of speaking and body language, and how we use technology to communicate
with people on the other side of the globe.
 POLANGUI COMMUNITY COLLEGE
Polangui, Albay
AY: 2024-2025

Subject GE 5.1 – Purposive Communication

Topic Local and Global Communication in Multicultural Settings
Week 5

Introduction to Intercultural Communication

In our increasingly interconnected world, the ability to communicate effectively across
cultures is more important than ever. Intercultural communication refers to the ways in which
people from different cultural backgrounds communicate with one another. It involves
understanding and navigating the diverse perspectives, values, and practices that shape how
individuals express themselves and interpret messages.
As we explore the forms of intercultural communication, it's essential to recognize that
communication is not just about exchanging words; it is also about understanding the context in
which those words are spoken. This understanding is crucial in fostering meaningful connections
in both local and global settings.

Forms of Intercultural Communication

According to Janet (1998), intercultural communication can be categorized into three
primary forms: interracial communication, international communication, and intracultural
communication. Each of these forms plays a significant role in how we interact with others in
diverse environments.

• Interracial Communication
Interracial communication occurs between individuals of different racial backgrounds. This
form of communication often highlights the unique cultural experiences and histories that shape
people's identities. For instance, when individuals from different racial backgrounds engage in
dialogue, they may encounter differing norms surrounding eye contact, personal space, and even
humor.
An example of interracial communication can be seen in community events that promote
dialogue between diverse racial groups. These events often aim to foster understanding and respect
by allowing participants to share their experiences and perspectives. Successful interracial
communication requires recognizing and valuing the differences that each individual brings to the
conversation.

• International Communication
International communication involves interactions between people from different countries.
This form of communication is essential in a globalized world, where businesses, governments,
and individuals often engage with one another across national borders. International
communication encompasses various elements, including language barriers, cultural norms, and
differing communication styles.
For instance, when a company expands its operations internationally, it must navigate the
communication preferences of its new market. This may involve adapting marketing materials to
resonate with local cultures or ensuring that team members from different countries understand
each other's perspectives during collaborations. Effective international communication fosters
cooperation and builds strong relationships across borders.

• Intracultural Communication
Intracultural communication occurs within a specific cultural group. While it may seem less
complex than the previous forms, it is crucial to recognize that even within a single culture, there
can be significant variations in communication styles based on factors such as age, socioeconomic
status, and regional differences.
An example of intracultural communication can be observed in how language is used among
different generations within the same culture. Younger individuals may adopt slang and digital
communication styles that differ from the more formal language preferred by older generations.
Understanding these variations is key to effective communication within any cultural group.

Objectives of Culturally Appropriate Communication

To communicate effectively in multicultural settings, it is essential to adopt culturally
appropriate terms, expressions, and images. This means being sensitive to factors such as gender,
race, and class.
• Determining Culturally Appropriate Terms and Expressions
 Choosing the right words can significantly impact how messages are received. For instance,
using inclusive language that respects gender identities is crucial in fostering an environment of
respect and understanding. In a classroom setting, educators can model this practice by using
gender-neutral terms and encouraging students to do the same.
Moreover, being mindful of racial and cultural sensitivities helps avoid misunderstandings and
promotes inclusivity. This practice includes avoiding stereotypes and ensuring that representations
in media and communication materials reflect the diversity of the community.

• Adopting Cultural and Intercultural Awareness

Cultural awareness involves understanding one's own cultural background and recognizing
how it shapes perceptions and interactions. Intercultural awareness extends this understanding to
acknowledge and appreciate the cultural backgrounds of others. This awareness is vital in fostering
respectful dialogue and collaboration in multicultural settings.
For example, in a team project involving members from various cultural backgrounds,
acknowledging each person's unique perspective and communication style can enhance teamwork
and lead to more innovative solutions.

The Importance of Cultural Sensitivity

Cultural sensitivity refers to the awareness and understanding of the differences and
similarities between cultures. It involves recognizing how various factors, such as gender, race,
and socio-economic status, influence communication styles and perceptions. Culturally sensitive
communication fosters respect and understanding, leading to more meaningful interactions.

Examples of Culturally Sensitive Terms and Expressions

Using appropriate language is vital in multicultural communication. For instance, the use
of gender-neutral terms like "humankind" instead of "mankind" promotes inclusivity. Similarly,
avoiding stereotypes and derogatory terms is essential to ensure respectful interactions.
Consider the following examples:
• Instead of saying "the elderly," use "older adults" to reflect respect for their experience.
• Use "people with disabilities" rather than "the disabled" to emphasize their humanity first.
These examples illustrate how choosing the right words can help create a more inclusive
environment.

Local Communication: Characteristics and Challenges

Local communication refers to the exchange of ideas within a specific cultural context or
community. Understanding local customs, traditions, and communication styles is crucial for
effective interaction.

Characteristics of Local Communication

1. Contextual: Local communication often relies heavily on context. Non-verbal cues such
as body language, gestures, and tone can convey meaning differently across cultures.
2. Informal: Communication at the local level may often be informal, relying on familiar
relationships and shared experiences. This informality can foster trust and openness.
3. Symbolic: Local cultures may use symbols or metaphors that are unique to their context,
which can be misinterpreted by outsiders.

Challenges in Local Communication

When communicating locally, challenges may arise, such as misunderstandings due to
cultural differences. For example, in some cultures, direct eye contact is seen as a sign of
confidence, while in others, it may be perceived as disrespectful.

Global Communication: Characteristics and Challenges

Global communication involves the exchange of ideas across different cultures and countries. As
globalization continues to connect people worldwide, understanding the dynamics of global
communication becomes increasingly important.

Characteristics of Global Communication

1. Diverse Perspectives: Global communication brings together a multitude of viewpoints,
enriching discussions but also complicating them.
2. Digital Platforms: The rise of technology has transformed global communication,
enabling instant interactions but also leading to challenges such as digital
miscommunication.
3. Cross-Cultural Collaboration: Global projects often require collaboration between teams
from different cultural backgrounds, necessitating an understanding of diverse working
styles.
Challenges in Global Communication
Cultural misunderstandings can occur when communicating globally. For instance, a
business proposal presented in a direct manner may be well-received in some cultures but
perceived as rude in others that value indirect communication.

Strategies for Effective Multicultural Communication

To navigate local and global communication effectively, consider the following strategies:
1. Research and Understand Cultural Norms: Before engaging in communication, take
time to learn about the cultural norms of the individuals or groups involved. This
knowledge can guide your choice of words and expressions.
2. Practice Active Listening: Listening attentively and showing genuine interest in others'
perspectives fosters respect and understanding. It helps to clarify any misunderstandings
early on.
3. Be Open to Feedback: Encourage feedback on your communication style. This openness
can enhance cultural awareness and improve future interactions.
4. Adapt Your Communication Style: Be willing to adjust your communication approach
based on the cultural context. This flexibility demonstrates respect for the other party’s
background.

Conclusion
In conclusion, understanding local and global communication in multicultural settings is
essential in today's interconnected world. By recognizing the forms of intercultural
communication—interracial, international, and intracultural—we can enhance our ability to
connect with others.
Additionally, adopting culturally appropriate terms and expressions, as well as fostering
awareness of cultural differences, is crucial in promoting effective communication. As we navigate
diverse environments, let us strive for sensitivity and respect in our interactions, ultimately
contributing to a more inclusive and harmonious society.
 POLANGUI COMMUNITY COLLEGE
Polangui, Albay
AY: 2024-2025

Subject GE 5 – Purposive Communication

Topic Communication for Various Purposes:
a. To obtain, provide, and disseminate information
b. To Persuade and argue
c. To communicate effectively
Week 6-7

Introduction
Communication serves multiple critical purposes in professional and academic settings. One
of the most fundamental purposes is the exchange of information - specifically to obtain, provide,
and disseminate information effectively, to persuade and argue, and to communicate effectively.
Understanding how to navigate these different aspects of information-based communication is
essential for success in both academic and professional environments.

A. To obtain, provide, and disseminate information

Teachers and students can obtain information in a number of ways. It can be through
interview, observation, testing, surfing the net, reading, and watching news or documentary film,
etc. there are also other ways to get information such as talking with people, focused group
discussion, personal interviews and surveys.

Data vs Information
Data can be defined as a representation of facts, concepts, or instructions in a formalized
manner which should be suitable for communication, interpretation, or processing by human or
electronic machines.
Information is an organized or classified data, which has some meaningful values for the
receiver. Information is the processed data on which decisions and actions are based.

Parts of Information
• Context – set of facts that surround a particular event, situation, etc. (big picture)
• Content – the information and experiences that are directed towards an end-user or audience
(details)
• Meaning – the message conveyed by words, sentences, and symbols in a context. (the
impact)

Characteristics of Information
• Relevant information is capable of making a difference in making a decision.
• Valid information is more in-depth information that allows greater insight.
• Reliable information is authentic, consistent, infallible, or information that suggest
consistent dependability of judgement or result.
• Factual information is something documented, established, confirmable, supportable,
sustainable, verifiable, indisputable, irrefutable, undeniable, unquestionable, and
undoubted.
Aside from these, the five characteristics of high-quality information are accuracy,
completeness, consistency, uniqueness, and timeliness. Information needs to be of high quality
to be useful and accurate as well.

Obtaining Information
Obtaining information is very significant since it is the first stage of cognitive or learning
process. After obtaining information, a learner continue the cognitive process to varying levels.
For instance, he or she may accomplish basic cognitive processes by taking in information and
simply storing it in the memory for later recall or remembering.

Methods for Obtaining Information

1. Interviewing
 One convenient way to obtain information about a topic is to conduct an information
interview. The person’s goal is to discover the appropriate facts from a person who knows
them. To conduct a profitable interview, must follow this process:
a. Prepare carefully
b. Maintain a professional attitude
c. Probe
d. Record

2. Observing and Testing

In both observing and testing, someone is carrying out a questioning strategy. Observing is
watching intentionally in order to discover the elements in a situation. Someone places
herself or himself in the situation to observe and record is his or her observations. When
observing in order to collect information, the basic facts should be considered.

3. Surveying
A survey is defined as a research method used for collecting data from a pre-defined group
of respondents to gain information and insights on various topics of interest. Surveys have a
variety of purposes and can be carried out in many ways.

Providing and Disseminating Information

Information dissemination means spreading of information, knowledge, opinions widely to
a certain person, people or to a bigger group of audience. The purpose of dissemination is to
influence people’s behavior, so that they will adopt or at least become aware of a new idea, product
or service which is being disseminated.

Methods of Information Dissemination

1. News release is a written or recorded communication directed at members of the news media
for the purpose of announcing something ostensibly newsworthy.
2. Blog is a regularly updated website or web, typically one run by an individual or small group,
that is written in an informal or conversational style.
3. Emails are messages distributed by electronic means from one computer user to one or more
recipients via a network.
4. Text message is a written message, often containing short forms of words, sent from one
mobile phone to another.
5. Social networking websites or social media is an online platform which people use to build
social networks or social relations with other people who share similar personal or career
interests, activities, backgrounds or real-life connections.
6. Public service announcements is a message in the public interest disseminated without
charge, with the objective of raising awareness of, and changing public attitudes and
behavior towards a social issue.
7. Door to door is a canvassing technique that is generally used for sales, marketing,
advertising, or campaigning, in which the person or person walk from the door of one house
to the door of another, trying to inform, announce, sell or advertise a product or service to
the general public or gather information.
8. Community meetings is a small-group method of collecting information form community
members. It is used to provide a directed but highly interactive discussion. Similar to but
less formal than focus group, and it usually includes a larger group.

B. To persuade and argue

Persuasive communication is a fundamental skill that involves influencing others'
thoughts, beliefs, or actions through strategic messaging. In today's interconnected world, the
ability to persuade effectively is crucial across various contexts, from academic discourse to
professional settings.
Key Elements of Persuasive Communication
1. Ethos (Credibility)
• Establishing expertise and trustworthiness
• Building rapport with the audience
• Demonstrating knowledge and authority
Example: A medical researcher citing peer-reviewed studies while presenting findings at
a conference
2. Pathos (Emotional Appeal)
• Connecting with audience emotions
• Using storytelling and personal narratives
 • Creating emotional resonance
Example: A climate activist sharing personal experiences of environmental changes in
their community
3. Logos (Logical Appeal)
• Presenting factual evidence
• Using statistical data
• Developing logical arguments
Example: A business proposal supported by market research and financial projections

Structuring Persuasive Arguments

A. The Classical Approach
• Introduction (Hook and thesis)
• Background information
• Supporting arguments
• Counterarguments and refutation
• Conclusion and call to action

B. Toulmin Model of Argumentation

• Claim: Main argument
• Data: Supporting evidence
• Warrant: Connection between claim and data
• Backing: Additional support
• Qualifier: Limitations of the argument
• Rebuttal: Addressing counterarguments

Practical Applications
A. Academic Context
• Research presentations
• Thesis defense
• Scholarly debates
• Grant proposals

B. Professional Setting
• Sales pitches
• Business proposals
• Policy recommendations
• Project presentations

C. Social Change
• Advocacy campaigns
• Public awareness initiatives
• Community organizing
• Social media activism

Persuasive Techniques
1. Language Strategies
• Rhetorical questions
• Metaphors and analogies
• Power words
• Active voice
Example: "Imagine a world where clean water is accessible to everyone" (using
visualization)
1. Evidence-Based Approaches
• Statistical data
• Expert testimonials
• Case studies
• Research findings
Example: Presenting before-and-after studies of successful intervention programs

Conclusion
Effective persuasion and argumentation require a combination of strategic thinking,
ethical consideration, and practical skills. Understanding and applying these principles enables
communicators to create meaningful impact across various contexts while maintaining credibility
and authenticity.
C. To communicate effectively
To communicate effectively for various purposes, you need to tailor your message to the
specific situation, audience, and goal, ensuring clarity, conciseness, and active listening, while
also considering non-verbal cues to convey your intended meaning accurately and appropriately.

Key aspects of effective communication across different situations:

• Understanding the purpose:
Identify whether you aim to inform, persuade, collaborate, or simply express feelings to
guide your communication style.
• Know your audience:
Adapt your language and tone to suit the listener's level of understanding and relationship
with you.
• Clear and concise message:
Structure your communication with a clear focus, avoiding unnecessary jargon and complex
sentences.
• Active listening:
Pay full attention to the other person, ask clarifying questions, and acknowledge their points
to demonstrate understanding.
• Non-verbal communication:
Be mindful of your body language, facial expressions, and tone of voice to align with your
verbal message.