PURCOMM LESSON 1 ● communication is only ethical when it is

genuine, open, cooperative, and sensitive to

Communication and Globalization
one's cultural and social beliefs and practices
The world is now viewed as a global village with
How Past Experiences and Prejudice Affect
GLOBALIZATION as its key to worldwide integration of
Communication
humanity.
● most people bring their past experience into
Filipinos have increased awareness and acceptance of
communication situation
the notion that they belong to a diverse, global
community. ● past experiences inevitably affect people
communication style in the future
Globalization
Prejudice, on the other hand, happens when people
 the spread of of the flow of financial products,
take their past experiences and make certain
goods, and job
assumptions that the same experience will happen
 about the world becoming increasingly with the same people, given the same context
interconnected (circumstance/condition).
Importance of globalization to communication: ● If you want to be an effective communicator
 sharing of information becomes easier you should avoid prejudice because it affects
 it creates space for ideas to transcend borders communication process before it even
and social strata started.
 brought new opportunities for companies in Showing Commitment and Genuine Interest
business
● Being committed means giving sufficient time
 Moreover, digital technology erased territorial and resources to any discussion or
boundaries among countries and people. conversation, and being open about any issue
that may arise
 Products can go global and the manner by
which any product is communicated to the Navel Language or Belly Button Psyche
global market can make or break the brand
● the origin of this rule dates back in 1930's and
 Undoubtedly, globalization has affected the since then numerous scientists and language
way people and companies communicate with experts have hones the theory
each other. In some cases, cultural differences
have accentuated cultural insensitivity, which ● According to Dr. Albert Mehrabian, professor
is most felt in the business world. of Psychology at UCLA, this rule is the most
important indicator of reading a person's
It is important to know the issues, etiquette, protocol, intention.
communication styles and negotiation approaches of
people from different cultures using the business ● It simply means that the direction of our belly
experience as example. button reflects our true interest.

The cost of cultural insensitivity in global Respecting Socio-cultural Beliefs and Practices of
communication can be felt in everyday Others
communication. ● globalization entails changing the way people
In communicating in a highly global environment, the communicate to others
challenge that faces everyone is to learn to ● ethical communication requires people to
understand, accept, and address cultural – and respect socio-cultural beliefs and practices of
communication – differences. others, while at the same time avoiding all
kinds of stereotypes

PURCOMM LESSON 2

Ethics in Communication LOCAL AND GLOBAL COMMUNICATIONS IN

MULTICULTURAL SETTINGS
COMMUNICATION STYLE refers to the choices people 5.Recognize that you don’t have to be friends with
make and the strategies or tools they use in the everyone, but you should treat others – and be
process of communication. A style may sometimes treated – professionally
depend on the demands of the communicative
Tips for People with a Direct Communication Style
situation, as well as on the needs and requirements of
the target recipients of the information. 1.Make an effort to listen carefully to others. Avoid
interrupting.
The model, developed by Dr. Eileen M. Russo, shows
four different communication styles (direct, spirited, 2.Allow time for ‘chatting’ at the beginning of a
systematic and considerate), categorized further into meeting.
two different dimensions (level of assertiveness and
level of expressiveness). All of these must be 3.Recognize that others may also feel the need to
considered because people with different cultural express themselves.
contexts tend to have varying levels and styles 4.Recognize that brainstorming can be effective and is
The combination of these levels result to the basic not a waste of time.
communication styles: 5.Take some time to show your appreciation for
Spirited = High Expressiveness + High Assertiveness others' contributions.
Considerate = High Expressiveness + Low Tips for People with a Systematic Communication
Assertiveness Direct = Low Expressiveness + High Style
Assertiveness Systematic = Low Expressiveness + Low
Assertiveness 1.Recognize that for good working relationships,
consideration for others’ feelings is important.
TIPS FOR PEOPLE WITH A SPIRITED
COMMUNICATION STYLE 2.Learn to ask qualifying questions that will help you
get the information you need.
1.Respect decisions and agenda that have been
agreed upon, as well as time limits during meetings or 3.Make sure you understand the background of the
any communicative situation. discussion or scope of the conversation so no time is
wasted.
2.Try to limit your sharing of personal anecdotes that
may take the discussion off-topic. 4.Politely ask other questions about themselves if you
want to build rapport.
3.Make sure you are allowing others to contribute
their ideas and suggestions – and that you are 5.If you need to ask for more time to know, analyze or
genuinely listening to them. discuss something, explain the benefit of the
information you need to know
4.Be certain that any request you make is clear and
that you convey the reason for such request. VARIETIES AND REGISTERS OF SPOKEN AND
WRITTEN LANGUAGE
5.Communicate your appreciation for others’ work
and input In a multicultural society, people must use
culturallyappropriate terms, gestures, expressions and
Tips for People with a Considerate Communication images in any communicative situation.
Style
LANGUAGE VARIETIES
1.Recognize that other people’s opinions about a
topic are separate from their opinions about you. Also called “lects” , these refer to the different
variants of a language that can be sufficiently
2.Realize that not everyone is comfortable discussing delimited from one another in terms of social,
personal topics with colleagues. historical, or geospatial factors, thus forming language
3. Allow others to open personal matters before cluster
asking questions of that nature. In addition, language varieties may also be grouped
4.Respect your own opinion as you respect that of in the following classifications:
others’. a. Pidgin. It refers to a new language that develops
into situations where speakers of different languages
need to communicate but do not share a common Examples are the registers used in the Philippine
language. Example: Chavacano in the Philippines and Constitution and the Holy Bible.
Bislama, a language spoken in Vanuatu.
Consultative It is used in conversations when people
b. Creole. It is a pidgin that becomes the first are speaking with someone who has specialized
language of the children, or the mother tongue of a knowledge or is offering advice. Tone is often
certain community. respectful, such as the use of honorifics or courtesy
titles, but may be more casual if the relationship
Example: the Gullah and the Patwa, is a creole in
between or among the communicators is friendly.
Jamaica.
Examples are registers used in local television
c. Regional Dialect. It is not a language that is not broadcast or in a conversation with a doctor during
distinct from a national language, but rather a variety medical examination.
of a language spoken in a particular area of a country.
IMPROVING ONE’S ABILITY IN COMMUNICATING IN
Example: Cebuano, Waray, Ilocano, and Hiligaynon in
A MULTICULTURAL SETTING
the Philippines.
Everything should start with a personal desire and
d. Minority Dialect. This is a variety used as a marker
strong conviction to relate more effectively with
of identity, usually alongside a standard variety, by
persons having different cultural backgrounds. This
the members of a particular minority ethnic group.
will not only create positive personal relationships,
Example: are the Sinama of the Badjaos in the
but also open more opportunities for professional
Philippines and the London- Jamaican variety in
growth. Limiting one’s reliance on preconceived
Britain. e. Indigenized Varieties. These are spoken
notions and established stereotypes is also a major
mainly as second languages in former colonies with
leap towards effective intercultural communication.
multilingual populations. A classic example is Singlish
(or Singaporean English). The following specific guidelines can enhance your
ability to handle situations involving intercultural
LANGUAGE REGISTER
communication, and better prepare yourself to meet
A language register is characterized by the way a the communication challenges in an increasingly
speaker uses language differently in different social global environment.
circumstances. These are determined by such factors
 Refrain from forming expectations based
as social atmosphere, purpose of communication,
solely on your culture.
audience, and the general context of the discourse.
 Remove personal biases or any stereotype
Formal These registers are used in professional, that may impede understanding.
academic, or legal settings where communication is  Make a personal commitment to develop
expected to be respectful, uninterrupted, and communication skills appropriate in
restrained to specific rules. Slang is never used and multicultural settings.
contractions are rare.
PURCOMM Lesson 3
Examples are registers used in research paper,
EVALUATING MESSAGES ANDIMAGES OF DIFFERENT
government documents, business letters, and in
TEXT TYPES
business presentations.
EVALUATING MESSAGES AND/OR IMAGES OF
Casual These registers are used when communicating
DIFFERENT TYPES OF TEXTS REFLECTING DIFFERENT
with friends, close acquaintances, colleagues, and
CULTURES
family members. These are used in birthday parties or
family gatherings.  The effects of cultural and global issues to
communication were highlighted in previous
Intimate Intimate language registers are reserved for
discussions, as well as the impact of effective
special occasions, usually between only two people
communication to society and the world. This
and often in private. Examples are an inside joke
has highlighted the importance of exploring
between two high school friends or sweet nothings
whispered to your “special someone.” the concept of World Englishes, or as defined
by Celce Murcia (2014), the regionally distinct
Frozen It refers to historic language that is intended varieties of English that have arisen in parts of
to remain unchanged. the world where there is a long and often
 colonial history of English being used in or more communication modes to make meaning. It
education, commerce and government. shows different ways of knowledge representations
 There is no debate that the English language and meaning-making, and investigates contributions
has become the most widely used language of semiotic resources (language, gestures, images)
for most purposes of communication in that are co-deployed across various modalities
international diplomacy, business, science, (visual, aural, somatic, etc.). Most importantly,
education and entertainment. Over time, this multimodality highlights the significance of interaction
widespread use of English – spoken side by and integration in constructing a coherent text.
side with local languages – has given rise to
A multimodal text can either be one of the following:
local varieties of English with their own
standards. Examples of World Englishes are Paper (books, comics, posters, brochures)
Indian English, West African English,
Singapore English, and Digital (slide presentations, blogs, web pages, social
media, animation, film, video games
 (Filipino English
 One major issue that has been raised with Live (performance or an event)
respect to these established varieties is that
they are often not fully intelligible to users of Transmedia (A story is told using multiple delivery
other varieties of English. For example, a channels through a combination of platforms, such as
Filipino ordering food in a restaurant in comics, film, and video games all working as part of
Singapore for the first time would be the same story with the same message.)
confused when he is asked, “Having here, or In creating a multimodal text, the Purpose, Audience,
take away?” because in the Philippines, they Context must all be considered.
are more accustomed to “Dine in, or take
out?” As to purpose, the creator of the text must be clear
on the message and the reason(s) why the message
Extreme 1: The goal of national or regional identity. has to be delivered.
- People use a regional variety of English with its As to audience, the nature, interests and sensitivities
specific grammar, structure and vocabulary to affirm of the target audience must be considered so the text
their own national or ethnic identity will not be offensive and hurt people’s sensibilities.
Extreme 2: The goal of intelligibility. As to context, the message should be clearly
-Users of a regional variety should ideally still be delivered through various semiotic resources, and in
readily understood by users of English everywhere consideration of the various situations where and how
else in the world to fully participate in the use of the text will be read by different people having
English as an international language different cultural backgrounds.

The challenge is to find a good balance between the PURCOMM Lesson 4

identity-intelligibility extremes. Hence, speakers of The Rise of New Media and Technology Aids in
the English language may resort to code-switching Communication
(i.e., using English and another language in the same
statement). For example, Filipinos may use a strongly SOCIAL MEDIA USE
local version of Filipino English to communicate with  Social media has changed the way world
fellow Filipinos using English as medium, but they operates. Number of users in some.
should use a weaker and more formal version when  Media platform is still increasing at
communicating with users of other varieties of exponential rate within a time span.
English, especially when international intelligibility is
 Different social media platform have their
necessary.
own uses/ function but not all social media
MULTIMODALITY platform last
 Social media is a unique manifestation of how
Multimodality is a fairly new concept in the general quickly and drastically pattern behaviors
academic setting, but can be a very powerful tool in change.
light of digital and multicultural communication. A
text or output is considered multimodal if it uses two
SOME INTERESTING STATISTICS ON SOCIAL MEDIA 9. Egypt (42 million)
USE
10. Bangladesh (38 million)
Global digital population
RESPONSIBLE USE OF SOCIAL MEDIA
Active internet users– 4.57 billion
Social media has grown in popularity over the years,
Unique mobile internet users – 4.17 billion with hundreds of options for sharing your thoughts,
photos, and videos and for interacting with friends
Active social media users – 3.96 billion
and family.
Active mobile social media users – 3.91 billion
1. You may not agree with everything or everyone you
Most popular social networks worldwide, ranked by encounter on social media networks, but treat each
number of active users person with dignity and respect.

1.Facebook (2.6 billion) 2. Do not turn to social media as a way to harass,

demean, or bully someone else
2. Youtube (2.0 billion)
3.Pause before you post, think before you click.
3. WhatsApp (2.0 billion)
4. Be responsible in what you post and how it could
4. Facebook Messenger (1.3 billion) affect your reputation.
5. Weixin/ Wechat (1.2 billion) REACTION PAPER
6. Instagram (1.1 billion)
 A typical response essay is a 2–5 sentence
7. TikTok (800 million) document in which the author discusses one
or more texts. gives a subjective assessment
Most popular social networks worldwide, ranked by of a specific piece of writing.
reach/ active usage penetration  The main emphasis should be on your views,
1. Facebook (63%) feelings, and justifications regarding the
material covered in the original text, with a
2. Youtube (61%) brief synopsis of the work included.
3. WhatsApp (48%) BASIC PARTS OF REACTION PAPER
4. Facebook Messenger (38%) INTRODUCTION
5. Instagram (36%)  State the title and author of the article you
6. Twitter (23%) read

7. Snapchat (13%)
 Write a two-sentence summary of the article
(what it is about).
Countries with most number of Facebook users  State your thesis, which is a sentence that
1. India (290 million) highlights your main point or argument.

2. United States (190 million) BODY

3. Indonesia (140 million)  Provide statements or details that would

support your thesis. Three to four paragraphs
4. Brazil (130 million) will suffice.
5. Mexico (89 million)  Each paragraph is expected to have a topic
sentence, supporting detail, direct quote/ line
6. Philippines (76 million) lifted from the article, and explanation.
 You may use sentence prompts, such as
7. Vietnam (64 million)
1. I think that…
8. Thailand (50 million)
2. In my opinion… The language and tone of the composition are well
suited to the purpose for
3. It is my firm belief that…
writing. The writing shows passion. Clearly, the essay
4. It seems that…
is original; it belongs to this
5. I truly feel that…
writer and to no other.
Organize the paragraphs and provide smooth
Conventions
transitions using proper devices (In addition,
Furthermore, Moreover, However, etc.) Spelling, punctuation, capitalization and grammar are
correct.
CONCLUSIONS
Organization.
 Restate your thesis sentence, or summarize
your main point/ argument. An inviting lead draws the reader in; a satisfying
 You may end with a call to action, a major conclusion brings proper
comment, or a prediction, as long as no new
closure. Sentences follow a logical sequence and each
information or reaction is presented.
idea is smoothly linked to the
4. Proofread your work to ensure that:
next.
a. there are no glaring grammatical or typographical
errors that might affect your
LIST OF CITATIONS AND SOURCES
message.
 all sources have been properly cited
b. all sources have been properly cited.
SOMETHING TO PONDER ON ENGLISH LANGUAGE
c. the first person perspective is used, since you are
AND THE NEW MEDIA
writing your personal reaction.

d. your paper is not simply a summary of the article.

NEW MEDIA refer to highly interactive digital
Reminders:
technology.
Limit the reaction paper to 2 – 3 pages (short bond
COMPUTER-MEDIATED COMMUNICATION (CMC)
paper).
Language in new media -refer to highly interactive
Use Times New Roman, font size 12, with 1.5 digital technology. NEW MEDIA Crystal (2011) said
spacing and 1” margin on all sides. that only two things are certain: it is not going to go
away, and it is going to get larger.
Your paper will be scored using the DISCO rubric:

TYPES OF DISCOURSE OR COMPUTER- MEDIATED

Diction
COMMUNICATION
The words used throughout the composition are
VERNACULAR which means it uses language that is
precise and appropriate for the
common to people regardless of age, social class,
audience and purpose. You avoided gender, or race.
redundancy, jargon, and flowery language.
MISSPELLING/ RESPELLING Respelling is a resource
Idea Development whose use is subject to a variety of factors, including
users’ ‘technoliteracy’ , their considerations of
The thesis and topic sentences are clear. You audience and purpose, and physical constraints of
support each point/argument message production (for economy and text entry
concretely and vividly. Sentences vary in reduction). Examples: ( cu, 2nyt, tom/2mrw, abt, y?
structure and length.
INTERPERSONAL It is relationshipfocused rather than
Style subjectoriented.
SPONTANEOUS It is usually unplanned, unstructured , 1. Keep it simple.
and sometimes impulsive. 2. Emphasize only key ideas.
3. Show what you can't say.
DIALOGICAL It carries expectation of continuous
4. Keep the number of images you present
exchange.
manageable.
THE ENGLISH LANGUAGE IN THE NEW MEDIA IS: 5. Combine variety with coherence.
6. Use large lettering.
Brief (Brevity) Concise and exact use of words in
writing or speech. PURCOMM LESSON 5

Multimodality This refers to the layering of different Communication For Work Purposes
digital media
Oral Communication in the Work
Ideologically-motivated New media is inherently
Your activity in the company or organization that you
ideological, especially in terms of their
will be part of in the future involves a lot of oral
politicaleconomies of access and control.
communication. More often than not, your daily tasks
Language use is not simply a way of communicating, require effective communication. The importance of
but a powerful resource for representing (or oral communication skill at the workplace is evident in
manipulating) its users, especially the young people – various researches conducted among organization
so-called “digital natives”. executives, managers, employees and trainees.

COMMUNICATION PLANNING Oral communication skill in business is highly valued.

Without exception, everybody in business needs it to
A process involves: communicate details of information, discuss
 Defining types of information you will deliver strategies, map out plans, close business agreements,
 Who are the intended recipients of the work in teams, and deal with managers, employees,
information The format you will use for business partners, guests or clients.
communicating it, and Successful businesses have gained their good
 The timing of its release and distribution. reputation because strong communication skill is fully
PURPOSES OF COMMUNICATION PLANNING recognized and developed among employees.

To inform Pressing Challenge in Workplace Communication

To persuade Communication has always been essential in any

business’ growth and development. As effective
To prevent misunderstanding communication is needed to be able to operate and
become successful, pressing challenges do interfere
To present a point of view or reduce banners
and are likely to affect your work and communication
STEPS IN COMMUNICATION PLANNING in the future.

1. Research and analyze current situation. Business communicators have always encountered
communication problems. Some of these problems
2. Establish goals and objectives.
are sometimes hard to avoid or deal with. Andrea
3. Identify the target audience. Campbell, author of Top 10 Team Communication
Issues and How to Avoid Them, believe that poor
4. Conceptualize on key messages. communication skills create business problems.
5. Strategize on communication styles and One of these is the team communication issues and
platform(s). problems among people at work. Common cases
6. Evaluate and anticipate. being encountered are those with coworkers (1)
losing trust with others, (2) poor cooperation among
Communication Strategies in Techbased team members, and sometimes (3) the disapproval
Communication or disrespect from colleagues or immediate superior.
FACTORS YOU NEED TO BEAR IN MIND IN USING The said problems are considered communication
TECHNOLOGY AS AN AID FOR COMMUNICATION challenges. The terms refer to the problem when the
manager does not provide feedback or coaching. If with team members. They become shy and hesitant to
there is no feedback, it means there is no approach or talk to their manager for authority being
communication. . Campbell echoed the idea of Leigh shown doesn’t create friendly atmosphere.
Branham, the author of 7 Hidden Reasons Employees
6. POORLY WRITTEN COMMUNICATION
Leave. She said, as quoted, that the root problems of
this issue are managers' inattention to people they The confusion or misunderstanding of in interoffice
supervise. They provide irregular or nonexistent business communication is due to poor content of
feedback. People get criticisms instead of praise. written documents, substandard organization,
Worse is that feedback is not valued or valuable at all. fractured grammar, among other flaws in written
interoffice materials.
To avoid or solve the issue, Branham suggested (1)
improving coaching and feedback especially among 7. GENDER BIAS
the new recruits; (2) setting up mentoring programs
with experienced employees; and (3) requiring The choice of which gender makes a more effective
managers to provide feedback. leader in the department is an issue of gender bias.
This gender discrimination creates problem in the
TOP COMMON ISSUES organization.
1. FAILURE TO LISTEN 8. FOCUS OR LISTENING PROBLEM
Ineffective listening is a big problem in Inability of employees to focus on the issue is
communication. Good communication fails when one equivalent to listening problems. The generation gap
doesn’t pay much attention or plan what to say is often the cause of communication barrier that
before one ends his statement. Many distractions affects the achievement of department goals.
affect effective listening.
9. INADEQUATE KNOWLEDGE
2. CULTURE DIFFERENCES
Little knowledge is dangerous. Hence, team
The diversity of backgrounds and cultural customs performance is affected due to ineffective education
create communication issues among team members or lack of understanding or other inadequate
and leaders. People would just love to stay along with knowledge foundation.
people of the same background. Hence, leaders face
challenges of grouping and team communication 10. CLIQUES, GROUPS AND FRIENDSHIPS
hurdles. Group membership or group affiliation or exclusive
3. LOCALE OR DISTANCE TO OFFICE grouping of team members can sometimes create
segregation.
The office location or its distance to its employees or
contributors entails problem in the communication.
The company usually resorts to email, phone or video
conferencing. The very low level of interaction in
electronic communication poses a communication
barrier. It causes misunderstanding and failures.

4. EGO AND ATTITUDE

Self-image or ego often affects team’s effort to

execute plans. One’s arrogance causes trouble, and
more often, teamwork ends due to one’s defiance.
Arrogant team member could not accept the fact that
he contributes to team’s problem. The presence of
conflict is evident when someone displays inequality
or bias and doesn’t want to take responsibility.

5. AUTHORITY OR HIERARCHY PROBLEMS

The authority that the team leader or manger

demonstrates more often creates intimidation or gap