PURPOSIVE

COMMUNICATIO
N
 Course Description

• Purposive Communication is about writing, speaking, and presenting to

different audiences and for various purposes (CMO 20 s 2013).

• It is a three-unit course that develops students’ communicative

competence and enhances their cultural and intercultural
awareness through multimodal tasks that provide them
opportunities for communicating effectively and appropriately
to a multicultural audience in a local and global context. It equips
students with tools for critical evaluation of a variety of texts
and focuses on the power of language and the impact of images
to emphasize the importance of conveying messages responsibly.
 SESSION’S ROADMAP

A.COMMUNICATION DEFINED
B.PROCESSESS, PRINCIPLES, AND ETHICS IN
COMMUNICATION
C.ASPECTS OF COMMUNICATION
D.TYPES OF COMMUNICATION
 COMMUNICATION DEFINED (ETYMOLOGY)

The origin of the word “communication” is

“communicare” or “communis” which means
“to impart”, “to participate”, “to share” or
“to make common.”
 COMMUNICATION DEFINED

• It can be defined as the process of transmitting

information and common understanding from one
person to another.

• In our everyday living, for a communication to be

effectively transmitted, elements of communication
must be present and these include a.) Speaker b.)
Message c.)Channel d.)Receiver e.)Feedback and f.)
Communicative Situation
PHOTO REACTIONS..
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QUOTE REACTIONS..
 LANGUAGE
 It is a wonderfully rich vehicle for communication.
 It is a system of conventional spoken, manual, or
written symbols by means of human beings, as
members of a social group and participants in its
culture.
 The functions of language include communication, the
expression of identity, play, imaginative expression,
and emotional release.
 COMMUNICATION AS DEFINED BY VARIOUS
AUTHORS
Keith Davis: Communication is a process of passing information and
understanding from one person to another.

John Adair: Communication is essentially the ability of one person to

make contact with another and make himself or herself understood.

William Newman and Charles Summer: Communication is an

exchange of ideas, facts, opinions or emotions of two or more
persons.
 COMMUNICATION AS DEFINED BY VARIOUS
AUTHORS

Louis Allen: Communication is a bridge of meaning. It involves a

systematic and continuous process of telling, listening and understanding.

Peter Little: Communication is a process by which information is

transmitted between individuals and / or organizations so that an
understanding response results.

Murphy, Hildebrandt, Thomas: Communication is a process of transmitting

and receiving verbal and non-verbal messages. It is considered effective
when it achieves the desired response or reaction from the receiver
 Elements of Communication Process

1. Sender – HE is the person who sends his ideas to another

person.
2. Message – The idea, feeling, suggestion, guidelines, orders or
any content which is intended to be communicated in message.
3. Encoding – It is the process of converting the ideas, thinking or
any other component of message into symbols, words, actions,
diagrams, etc.
4. Media- It is the medium, passage or route through which
.
encoded message is passed by the sender to the receiver. There
can be various forms of media-face to face communication,
letters, radio, television, e-mail etc.
 Elements of Communication Process

5. Decoding- It means translating the encoded message into

language understandable by the receiver.
6. Receiver- He is the person to whom the message has been sent.
7. Feedback- It is the response by the receiver. It marks the
completion of the communication process.
8. Noise – It is the hindrance in the process communication. It can
take place at any step in the entire process. It reduces the
accuracy of communication
.
 The Communication Process

Communication process consists of the following steps:

1. The sender formulates the message that he wants to convey to

the receiver.
2. He encodes or translates his message. He may take the help of
symbols, words, actions, diagrams, pictures etc.
3. He selects an appropriate channel or medium through which
the message is to be transmitted. It can be face to face
communication, letters, radio, television, email etc.
 The Communication Process

4. The message is received by the receiver.

5. Received message is decoded by the receiver so that the
receiver can draw the meaning of the message.
6. The receiver sends his response to the sender. In case of any
confusion, the same is conveyed and necessary clarification
sought.
 The Process of Communication

Communication is a two-way process involving the following

elements: a sender, a message, a medium, a channel, a receiver, a
response and feedback.
• However, it is not sufficient to have just all these elements;
there should be cooperation and understanding between the two
parties involved. It is important to have a common frame
reference or context for successful and meaningful
of
communication, e.g. a common language or common
interpretation of a gesture.
The Components of the Communication Process

1. Idea or impulse that arises in the sender’s mind

2.Formal expression of the idea orimpulse
using a medium and channel : encoding
3. Interpretation of the message by the receiver: decoding
4. Reaction or response of the receiver
5.Conveying the reaction/response
in the feedback using a medium and
channel
6. Decoding of the feedback received
 The Process of Communication

• Essentially communication involves the sender or the communicator

and the receiver. Both should necessarily share a mutually
accepted code e.g. a common language.
• The context in which the communication takes place is called the
“communication environment”. The content of the code is sent in
a certain medium (oral, written or non-verbal) using channels (air,
mikes, body, pictures, text, etc.) in the form of encoded
messages. The “code” is not restricted to only language; it may also
involve the use of costumes, gestures, colors among other things.
The Essentials of Effective Communication

1. A common communication environment

2. Cooperation between the sender and the receiver
3. Selection of an appropriate channel
4. Correct encoding and decoding of the message
5. Receipt of the desired response and feedback
 ASPECTS OF COMMUNICATION

1.Communication is integrated in all parts of our

lives.
2.Communication meets needs.
3.Communication is guided by culture and
context.
4.Communication is learned.
5.Communication has ethical implications.
 1. Communication is integrated in all parts of our
lives.
ACADEMICS PROFESSIONAL PERSONAL CIVIC
 Students who are good at  English courses provide  Having a vocabulary to  Civic engagement refers to
writing and speaking important skills essential name the communication working to make a
perform better not only in for functioning in entry- phenomena in our lives difference in our
English but also in the level jobs. increases our ability to communities by improving
content areas.  Being able to demonstrate alter consciously our the quality of life of
 Students who can that you have received communication. community members;
confidently communicate instruction and training  The skill to talk with raising awareness about
in English have more from communication fluency and write with social, cultural, or political
confidence in their professionals can give you efficiency may lead to a issues.
communication tasks. the edge needed to stand person’s fortune, hence,  The civic part of our lives
from the rest. communication has its is developed through
daily relevance. engagement with the
decision making that goes
on in our society in a small
group, local, state,
regional, national, and
international level.
 2. Communication meets needs.
PHYSICAL NEEDS INSTRUMENTAL NEEDS RELATIONAL NEEDS IDENTITY NEEDS
 The need to  Communicating for  Communicating our  Communication allows
communicate keep our instrumental needs social needs help us us to present ourselves
bodies and minds helps us get things maintain social bonds in a distinct manner.
functioning done in our day-to-day and interpersonal  Our identity changes as
 Basically, lives. relationships. we progress
communication alerts  Some common  Communication meets through life, but
others that our instrumental needs our relational communication is the
physical needs are include needs by primary means of
not being met. influencing giving us a tool to establishing our
others, instructing develop, maintain, identity and
people and giving and end fulfilling our
directions, relationships identity needs.
getting information  Deteriorating
we need, or commitment to a
getting support. relationship,
verbally criticizing
him/her,
3. Communication is guided by culture and
context.
(O’Neil, 2006) defines culture as the full range of
learned human behavior patterns. It includes
knowledge, belief, art, law, customs, and other
capabilities and habits acquired by man as a member
of society.
Context is the circumstance that forms the setting of
an event, statement or idea, and in terms of which it
can be fully understood. (Oxford Dictionary, 2018)
3. Communication is guided by culture and
context.
Culture and context influence how we
perceive communication.

People are socialized from birth to

communication in culturally specific ways
that vary in context.
4. Communication is learned.

 We are born with the capacity to learn a language and

the ability to communicate.
 Our manner of communication varies from one person
to another based on culture and context because
communication is learned rather than innate.
 Communication is learned through human contact. The
human speech is very powerful that it calibrates the mind
to recognize and learn communication patterns that are
relative to context ad culture.
 5. Communication has ethical implications.

• Communication ethics deals with the process of negotiating

and reflecting on our actions and communication
regarding what we believe to be right or wrong.
• In communication ethics, we are concerned with the decisions
people make about what is right and wrong.
• According to Aristotle: ”We should act to the right extent,
at the right time, with the right motive, and in the right
way.” (communicative competence)
TYPES OF COMMUNICATION
 1. Verbal Communication

 It is a form of transmitting messages using

word symbols in representing ideas and objects which
comes in two forms: oral and written.
 It includes face-to-face interaction with
another person, speaking to someone on the
participating
phone, in meetings, delivering speeches in
programs, and giving lectures or presentations in
conferences
 …

 Written communication uses symbols that

are hand-written, or printed with an
electronic device.
 It includes letters, memos, bulletins,
reports, manuals, and emails.
Verbal Communication

 It is based on language and use of expressions, the tone in which

the sender of the message relays communication determine how the
message is received and in what context.
 Fifty five (55%) percent of information gathered when people
are speaking to each other in person s determined through body
language
 Thirty eight (38%) percent of the information relayed in
a conversation is through tone of voice
 Only seven (7%) pf the words that are spoken are used to
understand what is being spoken. (Mehrabian in Richard-Gustafson,
2017).
Factors that affect verbal communication

1.Tone of
Voice
2. Use of descriptive words
3.Emphasis on certain phrases
4.Volume of Voice
In terms of intercultural communication, there are language
barriers which are affected by verbal forms of
communication.

Miscommunication may occur between two or more parties if

words are not properly chosen and used in communication.
Hence, effective verbal communication is dependent on
several factors and cannot be fully isolated from other
language skills.
The following aids in the process of
communication:

• Clarity of Speech
• State of calmness and focus
• Politeness
• Ethics
 2. Non-verbal Communication
 It is a form of communication which refers to
the sending of messages to another person
using methods or means other than the spoken
language.

 Basically, it is sending and receiving messages

in a variety of ways
without the use of words.
 Non-verbal Communication

Most communicators are not conscious of these

non-verbal cues because these cues maybe both
intentional and unintentional.
 (Tidwell, 2016) categorizes it into 2:
1. Non-verbal messages produced by the
body
2. Non-verbal messages produced by
the
Examples of Non-verbal Cues:

1. Intonation
2. Facial Expression
3. Pause
4. Hand Gestures
5. Use of Visuals
6. Body Movement
7. Eye Contact
Non-verbal communication includes – but not
limited to:

Touch glance eye contact

volume

gesture proximity vocal nuance

intonation facial expression pause (silence)

Smell
context formality dress posture
Non-verbal communication
 Multiple functions of non-verbal
communication: (Tidwell, 2016)

Used to repeat the verbal

message
Ex: point in an object
while saying it

Often used to accent a

verbal message
 Multiple functions of non-verbal
communication: (Tidwell, 2016)
 Often complements the verbal message but also
may contradict

Ex: - a nod reinforces a positive message among Americans

and Filipinos
- a wink or a frown may contradict a positive message
 Multiple functions of non-verbal
communication: (Tidwell, 2016)
 Regulate interactions. Non-verbal cues convey when
the other person should speak or not to speak

Ex: hand gestures may signal a person to speak or not

 May substitute for the verbal message especially if it is

blocked by noise or interruption

Ex: touch to mean comfort or encouragement

a thumbs-up gesture indicating approval
PRINCIPLES OF COMMUNICATION
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 to you.
1. PRINCIPLE OF CLARITY

• The information or message should be coded

or worded clearly. There should be no
ambiguity in the message for it to be
understood. If the message is written, it
should be “writer-responsible and if it is
spoken, it should be “speaker-responsible”.
2. PRINCIPLE OF ATTENTION
• The receiver’s attention should be drawn to
the message to make communication
effective. People are different in several
aspects like in their behavior, attention,
emotion, preference, culture, belief, and
principle, so they respond differently to the
message.
3. PRINCIPLE OF FEEDBACK

• Feedback guarantees the satisfaction of the

sender. In the situation when the message or
medium requires improvement, the feedback
is necessary to make the sender informed
about the adjustment of the communication
process.
 4.PRINCIPLE OF
FORMALITY/INFORMALITY
• In business and
communication is generally used for
professional contexts,
transmitting
formal messages and other
information. However, informal
communication may be effective in
situations when formal communication may
not achieve its desired results.
5. PRINCIPLE OF CONSISTENCY
• This principle states that communication
should always be consistent with the
policies, plans, programs, and objectives of
the organization and not in conflict with
them.
6. PRINCIPLE OF TIMELINESS

• This principle states that communication

should be done in real time so that in can
help in implementing plans.
7. PRINCIPLE OF ADEQUACY

• The communicated information should

be adequate and complete in all aspects.
COMMUNICATION ETHICS
COMMUNICATION ETHICS

• Communication ethics deals with the behavior

of an individual or a group which is governed
by their morals and in turn affects
communication.
• It is integrated into academic, professional,
personal, and civic contexts.
COMMUNICATION ETHICS

• Communication has broad ethical implications.

In a fast-changing mode of communication,
one should take the importance of ethical
listening, avoiding plagiarism, presenting
evidence ethically, and applying ethical
standards to mass media and social media.
COMMUNICATION ETHICS

• The National Communication Association or

NCA’s “Credo for Ethical Communication” was
approved by the NCA Legislative Council in
November 1999, and it reminds us that ethics
is relevant across contexts, and applies to
every channel of communication.
COMMUNICATION ETHICS
• The council stipulates “ethical
communication is fundamental to responsible
that
thinking, decision making, and the development of
relationships and communities within and across
contexts, cultures, channels, and media.
• Moreover, ethical communication enhances human
worth and dignity by fostering
fairness, responsibility, truthfulness, personal
respect for self and integrity, and
other.
PRINCIPLES OF ETHICAL
COMMUNICATION
PRINCIPLES OF ETHICAL COMMUNICATION

1. Advocate truthfulness,
accuracy, honesty, and reason as
essential to the integrity of
communication.
PRINCIPLES OF ETHICAL COMMUNICATION

2. Endorse freedom of expression , diversity

of perspectives, and tolerance of dissent to
achieve the informed and responsible decision
making fundamental to a civil society.
PRINCIPLES OF ETHICAL COMMUNICATION

3. Strive to understand and respect other

communicators before evaluating and
responding to their messages.
PRINCIPLES OF ETHICAL COMMUNICATION

4. Promote access to communication

resources and opportunities as necessary to
fulfill human potential and contribute to the
well-being of families, communities, and
society.
PRINCIPLES OF ETHICAL COMMUNICATION

4. Promote access to communication

resources and opportunities as necessary to
fulfill human potential and contribute to the
well-being of families, communities, and
society.
PRINCIPLES OF ETHICAL COMMUNICATION

5. Promote communication climates of caring

and mutual understanding that respect the
unique needs of and characteristics of
individual communicators.
PRINCIPLES OF ETHICAL COMMUNICATION

6. Condemn communication that degrades

individuals and humanity through distortion,
intimidation, coercion, and violence through
the expression of intolerance and hatred.
PRINCIPLES OF ETHICAL COMMUNICATION

7. Commit to the courageous expression of

personal convictions in pursuit of fairness and
justice.
PRINCIPLES OF ETHICAL COMMUNICATION

8. Advocate sharing information, opinions,

and feelings when facing significant choices
while also respecting privacy and
confidentiality.
PRINCIPLES OF ETHICAL COMMUNICATION

9. Accept responsibility for the short and long

term consequences for our own
communication and expect the same
others. of