TOPIC 1: NATURE OF LANGUAGE

The origin of language and its evolutionary emergence topic is difficult to study because of the
different speculations for several centuries. Many argue that the origins of language probably relate closely
to the origins of modern human behavior, but there is little agreement about the implications and
directionality of this connection.
One can sub-divide approach to the origin of language according to some underlying assumptions:

 "Continuity theories" built on the idea that language exhibits so much complexity that one cannot
imagine it simply appearing from nothing in its final form; therefore, it must have evolved from earlier
pre-linguistic systems among our primate ancestors.
 "Discontinuity theories" take the opposite approach—that language, as a unique trait which cannot be
compared to anything found among non-humans, must have appeared fairly suddenly during the
course of human evolution.
 Some theories consider language mostly as an innate faculty—largely genetically encoded.
 Other theories regard language as a mainly cultural system—learned through social interaction.

A simple question such as: “What is Language“ is seemingly simple, but it may prove to be difficult to
answer. We encounter every day the term Language, but defining it is another thing. Language can be
defined as the tool used in communication process. Language itself can be amplified with the students’
experiences and expressions of thoughts, ideas, feelings and the tools to be used in communication. The
importance of language can also be answered while the teaching-learning process takes place.

TOPIC 2: TYPES OF COMMUNICATION

Depending on what is being considered, communication as a term takes on different contexts

resulting in people having different views on communication types. Since communication is generally
defined as the exchange of thoughts, ideas, concepts, and views between or among two or more people,
various contexts come into play. Context is the circumstance or environment in which communication takes
place. Such circumstance may include the physical or actual setting, the value positions of a
speaker/listener, and the relevance or appropriateness of a message conveyed. It focuses on certain
communication processes and even groupings of people that constitute a communication situation.
Different contexts can impact one’s communication. Each communication type is governed by a
particular circumstance. Thus, it is essential to pay attention to the interplay of factors surrounding the
context of communication which may be physical, cultural, social, and psychological in nature.
Communication may then be classified according to: (1) communication mode (verbal- non-verbal and
visual), (2) context (intrapersonal, Interpersonal, Extended, Organizational and Intercultural) and (3)
purpose and style (formal and informal).

TOPIC 3: COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS

In the previous discussion, you learned about the types of communication mode, context, and
purpose and style. In this lesson, you will review the nature of the communication process and some
important communication models.
The communication process involves elements such as source, message, encoding, channel,
decoding., receiver, feedback, context, and barrier. Communication can be a one-way or two-way process.
There are many conceptual models for human communication but in this lesson, you will be exposed to
only four: (1) Aristotle’s model; (2) Laswell’s model; (3) Shannon-Weaver’s model; and (4) David Berlo’s
model of communication.
The process of communication involves the following elements:

1. Sender: The person who conveys his thoughts, message or ideas to the receiver is known as the
sender. He is at the starting point of the communication system and represents the source of
communication.
E.g., In a classroom, a teacher is a sender.
2. Message: The subject matter of communication is termed as messages. It includes ideas, feelings,
suggestions, order, etc., which a sender wants to convey to the receiver.
3. Encoding: The process of converting messages into communication symbols, which may be understood
by the receiver. It includes words, pictures, gestures, symbols, etc. Encoding translates the internal thought
of the sender into a language which can be understandable.
4. Media: The path, channel or medium through which encoded message is transmitted to the receiver is
known as media. It is the carrier of the message. It can be in written form, face to face, through telephone,
letter, internet, etc.
5. Decoding: The process of translating the encoded message into an effective language, which can be
understood by the receiver is known as decoding. In this, the encoded symbols of the sender are
converted.
6. Receiver: The person who receives the message of the sender is known as the receiver.
E.g., Students are receivers in the classroom.
7. Feedback: In order to complete the process of communication, feedback is essential. The process of
reversal of communication in which the receiver expresses his reaction to the sender of the message is
known as feedback. Feedback ensures that the receiver has received and understood the message.
8. Noise: Any construction or hindrance which hampers the communication process is known as noise. The
hindrance may be caused to the sender, message or receiver. It acts as a barrier to effective
communication and because of this message is interpreted differently by the receiver. Disturbance in the
telephone line, inattentive receiver, faulty decoding, poor internet connection, improper gestures and
postures, etc., are some examples of noise.
Since communication is a two-way process, it is important that you know the principles to be
observed to make it effective. For both oral and written communication, you should be able to apply the
following general principles of effective communication: (1) Know your purpose in communicating; (2) Know
your audience; (3) Know your topic; (4) Adjust your speech or writing to the context of the situation; (5)
Work on the feedback given you. For the principles of effective oral communication, you should be able to
apply the following: (1) Be clear with your purpose; (2) Be complete with the message you deliver; (3) Be
concise; (4) Be natural with your delivery; (5) Be specific and timely with your feedback. Aside from the
principles of effective oral communication, there are also principles of effective written communication or
The 7 C’s: (1) Be clear; (2) Be concise; (3) Be concrete; (4) Be correct; (5) Be coherent; (6) Be complete;
and (7) Be courteous.

Furthermore, communication ethics emphasizes that morals influence the behavior of an individual,
group, or organization thereby affecting their communication. It is important to note that one’s behavior
should be regulated by honesty, decency, truthfulness, sincerity, and moral uprightness. Be guided by the
following ethical communication: (1) Establish an effective value system that will pave the way for the
development of your integrity as a person; (2) Provide complete and accurate information. (3) Disclose vital
information adequately and appropriately. Observing a code of ethics is essential as it determines the kind
of behavior that is proper and desirable over one that is displeasing and offensive. A code of ethics sets the
standards to be observed by a person or company that will create a good reputation or a positive image not
only for an individual but also for the organization.

Topic 4: MODES OF COMMUNICATION

Communication means transferring messages from one to another through any medium. It is the process of
generating meaning by sending and receiving verbal and nonverbal symbols and signs that are influenced by multiple
contexts. Forms of communication vary in terms of participants, channels used, and contexts. There are five main
forms of communication, all of which will be explored in this lesson. The five major forms are intrapersonal,
interpersonal, group, public, and mass communication.
Intrapersonal communication occurs when you talk to yourself while dyadic communication involves two
people in the communication process. When more than two persons are involved in the process, it is considered as
small group communication.
 For public communication, there is no mutual feedback between source and receiver like small group
communication and its only focused on Speaker. For mass communication, large group of audiences is considered.
The Speaker has his or her technology and uses technology as a medium of transmitting messages to large groups
of people.
In addition, a person’s communicative intent may have varied modes or channels in conveying his/her
thoughts. Views or feelings can be communicated through face-to-face interaction, video, or audio. The mode may
also be text-based. The most common of all communication modes is the face-to-face communication. One
advantage of face-to-face interaction is that aside from directly hearing the message being conveyed, you are able to
note visual cues through facial expressions, gestures, movements, or even objects or realia from the person/s you
are communicating with. Another mode of communication is video. Web cameras are used so that two or more
people who cannot interact face-to-face can communicate. If there are no technical glitches encountered, this could
be a very effective mode of communication especially for people separated by distance. The third mode of
communication is audio. Audio means transmitted sound. Thus, in this mode of communication, only the voice of the
speaker is heard. The fourth and last mode is text-based communication such as email, facsimile, text messaging,
and instant messaging. Social networking sites such as Facebook, Twitter, and Instagram likewise offer text-based
interaction. While text-based communication mode does not originally provide video and video benefits, it has a wider
reach and can disseminate information to a bigger audience quickly.
Hence, it is important for you to know how forms of communication and its modes complement each other to
achieve good communication.

FORMS OF COMMUNICATION:

Topic 5: COMMUNICATION AND TECHNOLOGY

COMMUNICATION IN SOCIAL MEDIA
There are various modes through which we communicate with each other. In the past, these modes took the
form of handwritten messages, typewritten messages, short telegrams, computer-encoded texts, as well as landline
telephone conversation, and audio/video-recorded messages. Because each mode of communication is distinct from
the other, the ways in which we craft our messages differ. For example, there is a greater tendency for us to write a
longer, more visually detailed message if we encode it using a computer. If we handwrite the same message, or
deliver it through an audio-recording, the message will not be the same.
Today, with the rapid rise and spread of Internet connectivity, the old forms of communication have given way to
new forms that make communication easier and faster. Read the following news report about the use of social media
in the Philippines.
 PINOYS TOP SOCIAL MEDIA USERS, ACCORDING TO STUDY
By Miguel R. Camus (2017)

(1) Filipinos spend more time on social media sites than anyone else in the world, going online
roughly four hours and 17 minutes a day, according to a report released on Tuesday.
(2) Filipinos spend most of their online time on sites such as Facebook, Snapchat and Twitter, said
the report, called digital in 2007, and prepared by social media platform Hootsuite and United
Kingdom-based consultancy We Are Social Ltd.
US AMONG BOTTOM HALF
(3) Brazilians and Argentinians followed closely behind, spending three hours and 43 minutes and
three hours and 32 minutes on social media, respectively, the report said.
(4) The United States, where many of these social media players where founded, is among the
bottom half. With Americans spending an average of just two hours and six seconds per day.
The least active were the Japanese, who log on an average of just 40 minutes daily.
(5) “It’s probably due to the same cultural dynamics that made us the text messaging capital of the
world,” said Ramon Isberto, spokesperson for telecoms giant PLDT and Smart, referring to
mobile phone text messaging in the past decade that is now giving way to internet-based
applications.
(6) “Filipinos like to keep in touch,” Isberto said.
SLOWEST IN ASIA-PACIFIC
(7) The Philippines’ social media usage was in stark contrast to its internet speed. Fixed-broadband
speed here is among the slowest in Asia-Pacific, while mobile connections are among the
fastest, according to the most recent Akamai report.
(8) There appeared to be a relationship between poor fixed-broadband speed and time spent on
social media.
(9) The Philippines, Brazil and Argentina have an average fixed-line broadband speed of 4.2
megabits per second (mbps), 5.5 mbps and 5 mbps, respectively.
(10)The fastest was South Korea, with 26.3 mbps, and its citizens just spend about 1 hour and 11
minutes a day on social media.
INTERNET USE ON THE RISE
(11)According to the report, the Philippines’ internet and social media users grew by over 25
percent, up 13b million and 12 million over last year, respectively.
(12)Mobile was also a fast-growing platform, accounting for 38 percent of all Web traffic in the
country, up almost a third over 2016.
(13)The Philippines, so far, had a social media penetration rate of 58 percent, higher than the
average of 47 percent in Southeast Asia.
(14)Around the world, internet users grew 10 percent, or an additional 354 million people, while
active social media users jumped 21 percent, or an additional 482 million.
(15)Global active netizens using mobile phones and other devices surged 30 percent, or another
581 million people.
DIGITAL CONNECTIVITY
(16)The total internet penetration rate stood at 50 percent, or 3.77 billion people, the report showed.
(17)“Half of the world’s population is now online, which is a testament to speed with which digital
connectivity is helping to improve people’s lives,” said Simon Kemp, a consultant at We Are
Social.
(18)“The increase in internet users in developing economies is particularly encouraging,” Kemp
added.
(19)The report compiles data from the world’s largest studies of online behaviour, conducted by
organizations including GlobalWebIndex, GSMA Intelligence, Statista. And Akamai in “a
comprehensive state” of social media reference.
(20)The 2016 report has been downloaded 70,000 times and read 2.5 million times on SlideShare
so far.
 Topic 6: INTERCULTURAL COMMUNICATION
According to Science, each person is generally unique. Except for identical twins, each person has a unique
genetic composition. This uniqueness becomes even more heightened because of individual experiences. Human
are formed by forces other than genetics. Final background, religious affiliations, educational achievements, socio-
cultural forces, economic conditions, emotional states, and other factors shape human identities. Because of this, no
two people can ever be exactly the same (as cited in Madrunio & Martin, 2018, pg. 104). It is then important to be
culturally sensible to the differences between and among individuals in any communication process and setting.
DEFINITION OF CULTURE
Culture has been defined in a number of ways, but according to (Useem & Useem, 1963), “the learned and
shared behavior of a community of interacting human beings” or as “a system of belief, assumptions, and values
shared by a group of people” (Fielding, 1996, as cited in in Padilla, Dagdag, Roxas, & Perez, 2016).

CHARACTERISITCS OF CULTURE

(Chase & Shamo, 2013, as cited in in Padilla, Dagdag, Roxas, & Perez, 2016, p.21).
1. Cultures are learned, not innate.
2. Cultures are shared.
3. Cultures are multifaceted.
4. Cultures are dynamic.
5. Cultural identities are overlapping.

ADAPTATION TO NEW CULTURES

Many other countries are now considered a “melting pot”; a place, where city or country where people of
various races or cultured live together and gradually create a community. As these countries coexist in cultures,
overcoming cultural differences is difficult. However, people learn to adapt despite the difficulties.
People use ways of adapting to new cultures:
(a) cultural integration,
(b) cultural assimilation,
(c) multiculturalism,
(d) cultural accommodation, and
(e) separation.

THE NATURE OF COMMON CULTURAL DIFFERENCES

Cultural differences are apparent in four basic traits: (a) leadership, (b) work productivity, (c) group
allegiance, (d) task commitment (Chase & Shamo, 2013, as cited in in Padilla, Dagdag, Roxas, & Perez, 2016 ).

COMMUNICATING WITHIN AND ACROSS CULTURES

Nobody is capable of fully understanding all languages and all cultures of the world, as well as how they are
similar and different from one another. To bridge the intercultural communication gaps, we need to be openminded
(getting rid of prejudiced and biased beliefs), respecting cultural differences no matter how seemingly strange or
“primitive they are or seem to us (as cited in in Padilla, Dagdag, Roxas, & Perez, 2016 ).
 We can respond cultural differences in variety of ways:
1. Avoiding. We may refuse to comply to do business in cultures that operate according to ethical principles that
differ from ours.
2. Accommodating. We can accept the different ethical system and conform to practices different from ours.
3. Forcing. We can insist on doing business in a way we believe is ethically proper.
4. Educating –Persuading. We can try to convince the people with whom we want to do business why our ethical
principle is more appropriate.
5. Negotiating –Compromising. We and the other party can each give up something to negotiate a settlement.
6. Collaboration –Problem Solving. We can work with the other party to face the problem directly and reach a
mutually satisfying solution.

GUIDELINESS ON DEVELOPING INTERCULTURAL COMPETENCE

Here are some suggestions on how you can become open minded –devoid of any prejudices and biases
against people from another culture (Chase & Shamo, 2013; Singh & Rampersad, 2018, as cited in in Padilla,
Dagdag, Roxas, & Perez, 2016 )
1. Widen your field of experience by making new contacts.
2. Learn about history and the experiences and aspirations of people from different cultures.
3. Examine yourself for possible stereotypes.
4. Look at the world from someone else’s way of looking at and thinking about something, not just yours.
5. Work on becoming more self-confident.
6. Appreciate cultural similarities and differences.
7. Acknowledgment the essential quality and value of all cultures.
8. Be sensitive and interpret cultural styles of communication.

BARRIERS TO EFFECTIVE INTERNATIONAL COMMUNICATION

(McKeiver, 2013; Chase & Shamo, 2013, as cited in Padilla, Dagdag, Roxas, & Perez, 2016)

Ethnocentrism. Ethnocentrism refers to the belief that a person’s culture (his “in group” culture) is much better than
any other group’s culture (an “out-group” culture), and a tendency is for that person to judge any “out-group” culture
by using the norm of his “in-group” culture.

Stereotypes and Prejudices. Stereotyping and being prejudiced against cultural groups are the main barriers to
intercultural communication.

Stereotypes. Stereotyping is a generalization of a group of people based on a small sample of these people.

Prejudice. An offshoot of stereotypes is an unfair thought, belief, or feeling of dislike for a person or group because
of race, nationality, gender, sexual orientation, age, religion, etc.

Assumed similarities. It is a baseless, unreasonable refusal to see cultural differences where they exist.
Anxiety. Intercultural communication anxiety is the fear or apprehension associated with either real or anticipated
communication with people from another cultural group.

Living in a globalized world, you encounter people with diverse cultural backgrounds. Such interactions
occur in social, educational, political and commercial settings. Hence, in today’s era of increased global
communication, it is imperative to understand intercultural communication for us to enhance our intercultural
awareness and competence. Intercultural competence is essential for us to live harmoniously despite our differences
in culture. Intercultural communication refers to interaction with people from diverse cultures (Jandt, 1998). There
are various forms of intercultural communication:

1. Interracial communication – communicating with people from different races

Interethnic communication – interacting with people of different ethnic origins
2. International communication – communicating between representatives from different nations
3. Intracultural communication – interacting with members of the same racial or ethnic group or co-culture.

Globalization is the communication and assimilation among individuals, ethnicities, races, institutions,
governments of various nations supported by technology and compelled by international trade. Due to globalization,
the more you become exposed to diversity-the valuing of the uniqueness or differences in gender preferences, color,
age, religious affiliation, ethnicity, education, social and economic status and political beliefs. It is not a new process
or concept. Years before the advent of technology, people had been purchasing and selling each other properties,
goods and other objects of certain value. Globalization has affected us in numerous ways, like:

1. Airfare has become cheaper and one can travel internationally more than one could do in the past.
2. Many Filipinos have decided to work or live abroad, with some of them migrating to other countries.
3. The free trade of goods and services all over the world has brought multinational companies and
foreign investors.
4. One can communicate internationally in a matter of seconds, whether sending an email, chatting in
social media, or sending a text message.
5. One can read about different cultures, and have access to films, academic papers, and the like from
other countries around the world, and vice versa.

Given these effects, it is imperative to be aware of the differences between our culture and the rest of the
world’s cultures.

Globalization has had far-reaching effects on our lifestyle. It has led to faster access to technology,
improved communication and innovation. Apart from playing an important role in bringing people of different cultures
together, it has ushered a new era in the economic prosperity and has opened up vast channels of development.

What is Industrial Revolution?

Industrial revolution is defined as the changes in manufacturing and transportation that began with fewer
things being made by hand but instead made using machines in larger-scale factories. Throughout history, people
have always been dependent on technology. Of course, the technology of each era might not have the same shape
and size as today, but for their time it was certainly something for people to look at. People would always use the
technology they had available to help make their lives easier and at the same time try to perfect it and bring it to the
next level. This is how the concept of the industrial revolution began. Right now, we are going through the fourth
industrial revolution, aka Industry 4.0. Here is a few information in the three previous industrial revolutions, leading to
today!

The first Industrial Revolution 1765

The first industrial revolution followed the proto-industrialization period. It started at the end of
the 18th century to the beginning of the 19th. The biggest changes came in the industries in the form of mechanization.
Mechanization was the reason why agriculture started to be replaced by the industry as the backbone of the societal
economy. At the time people witnessed massive extraction of coal along with the very important invention of
the steam engine that was the reason for the creation of a new type of energy that later on helped speed up the
manufacturing of railroads thus accelerating the economy.

The second Industrial Revolution 1870

Following the first Industrial Revolution, almost a century later we see the world go through the second. It
started at the end of the 19 th century, with massive technological advancements in the field of industries that helped
the emergence of a new source of energy. Electricity, gas, and oil. The result of this revolution was the creation of the
internal combustion engine that started to reach its full potential. Other important points of the second industrial
revolution was the development for steel demand, chemical synthesis and methods of communication such as the
telegraph and the telephone. Finally, the inventions of the automobile, and the plane in the beginning of the
20th century are the reason why, to this day, the Second Industrial Revolution is considered the most important
one!

The Third Industrial Revolution 1969

Another century passes and we bear witness to the Third Industrial Revolution. In the second half of
the 20 century, we see the emergence of yet another source of untapped, at the time, energy. Nuclear energy! The
th

third revolution brought forth the rise of electronics, telecommunications and of course computers. Through the
new technologies, the third industrial revolution open the doors to space expeditions, research, and biotechnology. In
the world of the industries, two major inventions, Programmable Logic Controllers (PLCs) and Robots helped give
rise to an era of high-level automation.

Industry 4.0

For many people, Industry 4.0 is the fourth Industrial Revolution, although there is a large portion of people
that still disagree. If we were to view Industry 4.0 as a revolution then we would have to admit that it is a revolution
happening right now. We are experiencing it every day and its magnitude is yet unknown. Industry 4.0 started in the
dawn of the third millennium with the one thing that everyone uses every single day. The Internet. We can see the
transition from the first industrial revolution that rooted for technological phenomenon all the way to Industry 4.0 that
develops virtual reality worlds, allowing us to bend the laws of physics. The 4 Industrial Revolutions shape the world.
Worldwide economies are based on them. There are programmes and projects being implemented all around the
world, focusing on helping people take advantage of the marvels of the fourth revolution during their everyday lives.

The Industrial Revolution was a time when the manufacturing of goods moved from small shops and
homes to large factories. This shift brought about changes in culture as people moved from rural areas to big cities in
order to work.

Communication has since been increasingly global, blurring national boundaries. The ability to communicate
effectively in a global setting can be a challenge. Hence, to effectively communicate in a global context, a general
understanding of the differences in conducting communication from one country to another or from one culture to
another helps avoid miscommunication. People’s background and experiences influence their view of the world and
the values, beliefs and behavior patterns assumed to be good. The following cultural barriers to effective
communication in a global environment:
1. Cultural relativism
2. Lack of knowledge of others’ culture
3. Discriminating and harassment
4. Language differences
To get the desired outcome or response, the above barriers must be properly addressed. It is the
responsibility of the parties involved in the communication process to eliminate the possible hindrances in their
exchange. The goal of effective leading to harmonious connections. Krizan (2014) suggests the following strategies
to become an effective global communicator:
1. Review communication principles.
2. Analyze the message receiver.
3. Be open to an accepting of other cultures.
4. Learn about cultures and apply what is learned.
5. Consider language needs.
Moreover, the following guidelines may help communicators to become effective in communication process across
cultures:
1. Recognize the validity and differences of communication styles among people.
2. Learn to eliminate personal biases and prejudices.
3. Strive to acquire communicate skills necessary in a multicultural world.
Achieving these factors to become an effective multicultural communicator, this module covers the cultural
and intercultural awareness and sensitivity in communication of ideas. This focuses on the implications of
globalization on communication and on the cultural barriers to effective communication in a global environment.