I made this presentation based on the book written by one and only Sir KC Teajada. Enjoy!

1. PURPOSIVE
COMMUNICATION

2. PHILOSOPHY
Purposive Communication is a three-unit course that develops students’
communicative competence and enhances their cultural and intercultural
awareness through multimodal tasks that provide them opportunities for
communicating effectively and appropriately to a multicultural audience in a local
or global context. It equips students with tools for critical evaluation of a variety
of texts and focuses on the power of language and the impact of images to
emphasize the importance of conveying messages responsibly. The knowledge,
skills, and insights that students gain from this course may be used in their other
academic endeavors, their chosen disciplines, and their future careers as they
compose and produce relevant oral, written, audio-visual and/or web-based
output for various purposes.
2

3. CHAPTER 1
Communication Processes, Principles and Ethics

4. “ Effective
communication is
when the information
was transmitted
without changing its
content and context.
4

5. COMMUNICATION
The art of creating and sharing ideas for a
specific purpose. It comes in many forms:
▪ verbal (language, sounds, tone of voice)
▪ aural (hearing and listening)
▪ non-verbal (body language, facial expression)
▪ written (journal, email ,blog, text message)
▪ visual (signs, symbols, pictures, graphics,
emoji)
5

6. COMMUNICATION
Effective communication is dependent on how
rich those ideas are, and how much of those
ideas are retained in the cyclical process.
6

7. COMMUNICATION
SKILLS
Effective communicator must acquire variety of skills that
would aid in communicating to others in interpreting the
message received from others. 7

8. AUDIENCE ANALYSIS
Extremely important in “packaging” the message
and sending it across.
Three ways on conducting audience analysis:
 demographic analysis
 attitudinal analysis
 environmental analysis
8

9. AUDIENCE ANALYSIS
DEMOGRAPHIC ANALYSIS
-age, gender, culture, ethnicity, race, religion and
educational level
ATTITUDINAL ANALYSIS
-attitudes, beliefs, and values
ENVIRONMENTAL ANALYSIS
-seating arrangement, number of people likely to
attend, room lighting
9

10. COMMUNICATION BARRIERS
In real life are not confined to physical and
physiological noise, but could also include
cultural difference, varying levels of expectations
and experiences, and difference in perspectives
and communication styles.
10

11. COMMUNICATION PROCESS
11
CONTEXT
SOURCE
message
message
message
message
feedback

12. COMMUNICATION PROCESS
SOURCE.
In personal or professional communication, the sender must
know why the communication is necessary, to whom the
message is for, and what results are expected.
12
MESSAGE.
The information that a person wants to communicate.
ENCODING.
Process of transferring the message into a format or platform
that is expected to be understood or decoded by the recipient of
the information.

13. COMMUNICATION PROCESS
CHANNEL.
Method used to convey the message.
13
DECODING.
Happens when the intended recipient of the information
receives the message.
RECEIVER.
The target recipient of the message. The sender may have
expectations on the desired response, but the receiver will
decode the message based on his/her own personal
expectations, perspectives and schema.

14. COMMUNICATION PROCESS
FEEDBACK.
Mechanism that gauges how successful the communication
process is.
14
CONTEXT.
The specific situation of both communication setup and the
communicators. Involves the environment, culture of the
institution/organization, the relationship between the sender
and receiver.

15. PRINCIPLES OF EFFECTIVE COMMUNICATION
CLARITY.
Pertains to the message and the purpose why the message has to
be sent. The message should be clear by using appropriate
language and communication channels but equally important is
that the reason for sending and receiving the message must be
understood by both sender and receiver.
15
CONCISENESS.
The message should be as brief as may ne required depending one
one’s purpose

16. PRINCIPLES OF EFFECTIVE COMMUNICATION
COMPLETENESS.
The message should be complete and accurate. Background
information should be given to provide better context.
16
ORGANIZATION.
To ensure the systematic flow of ideas and transition from one
point to another.

17. PRINCIPLES OF EFFECTIVE COMMUNICATION
EMPATHY.
Sender should be sensitive to the needs and interests of the
receiver . In case of face-to-face communication, the speaker must
always be conscious of the reaction of the listener and adjust
his/her communication strategy accordingly.
17
FLEXIBILITY.
Effective communicators know how to adapt to varying needs and
expectations of their audience, and modify the message or the way
the message is sent to avoid misunderstanding or
misinterpretation.

18. COMMUNICATION STYLES IN VARIOUS
MULTICULTURAL CONTEXT
18

19. THE COMMUNICATION STYLES MATRIX
19
HIGH EXPRESSIVENESS + HIGH ASSERTIVENESS
HIGH EXPRESSIVENESS + LOW ASSERTIVENESS
LOW EXPRESSIVENESS + HIGH ASSERTIVENESS
LOW EXPRESSIVENESS + LOW ASSERTIVENESS
SPIRITED
CONSIDERATE
DIRECT
SYSTEMATIC

20. ETHICS IN COMMUNICATION
20
Genuine
Open
Cooperative
Sensitive to one’s cultural and social
beliefs

21. ETHICS IN COMMUNICATION
21

22. ETHICS IN COMMUNICATION
22

23. ETHICS IN COMMUNICATION
23
 Active and respectful listening (for face-to-face
communication)
 Avoiding prejudices
 Showing commitment and genuine interest
 Respecting socio-cultural beliefs and practices of others

24. ACTIVE AND RESPECTFUL LISTENING
While listening is important to decode the message
accurately, active listening allows a person to help
others communicate better. It also provides
opportunities to be more productive at work,
establish deeper relationships, and increase
efficiency in both study and work. Most importantly,
active listening helps avoid misinterpretation and
misunderstanding.
24

25. ACTIVE AND RESPECTFUL LISTENING
The importance of self-awareness. Requisite for
ethical communication is aware of one’s behavior and
habits during the communication process in different
circumstances.
25

26. ACTIVE AND RESPECTFUL LISTENING
While listening, the following must be considered:
 Body language.
Are you supposed to stand or remain seated? Fidgeting or relaxed?
 Eye Contact.
Make a direct eye contact and keep it? Are you supposed to do that? Or just look away, look
down or turn your attention to your environment?
 Sense of the Message.
Can you rephrase the message? Or your mind wander off to another topic, or to
another person?
 Turn-taking.
Are you actually listening or just waiting for the person to stop to have your turn?
26

27. “ You cannot truly
listen to anyone
and do anything
else at the same
time
27
M. Scott Peck

28. Eye contact preferences differ
across cultures. In most Western
countries, people place premium
eye-eye contact communication, as
it implies honesty and trust. In
Japanese culture, however,
maintaining eye contact for a
sustained period of the time is
disrespectful. In some Arab
countries, prolonged eye contact is
intrusive and is done only with
people they are close with.
Place your screenshot here
28
TRIVIA

29. ACTIVE AND RESPECTFUL LISTENING
The importance of active listening. Being an active
listener requires involvement in the conversation or
communicative situation. It demands conscious
effort to be attentive to the words and more
importantly, to the sense of the message being
relayed. This necessitates concentration and
practice.
29

30. ACTIVE AND RESPECTFUL LISTENING
Five Key Aspects of Active Listening
30
1. Pay close attention.
2. Show physical manifestations that you are listening.
3. Don’t interrupt.
4. Check for understanding.
5. Respond appropriately.

31. HOW PAST EXPERIENCE AND PREJUDICE AFFECT
COMMUNICATION
31
Most people bring their past experience into a communication
situation. They pitch in existing information because they
learned in the past that adding information makes the
communication more successful.
In any case, people enter into a communicative situation with
certain expectations, and they behave or react accordingly.

32. HOW PAST EXPERIENCE AND PREJUDICE AFFECT
COMMUNICATION
32
Past experiences inevitably affect people’s communication
styles in the future. When their audience responded positively
to their message, chances of them repeating the same style
are relatively high. When they were turned down or given
negative feedback, this will definitely influence how they
deliver message next time.

33. HOW PAST EXPERIENCE AND PREJUDICE
AFFECT COMMUNICATION
33
PAST EXPERIENCE EFFECT TO COMMUNICATION
Your parents reacted negatively when you
opened up about your interest for a certain
craft.
You hesitate to discuss the topic with them
despite of your rich potential to that craft.
Your colleague has forgotten some very
important information many times in the past.
You give him/her reminders every now and
then to avoid messing up again.
A subordinated in a group that you lead
disagreed twice in your suggestions.
You don’t ask for your subordinate’s opinion
anymore, even if he might agree with you
this time.
Your teammates reacted to positively to your
strategy.
You use the same strategy in similar
situation.

34. HOW PAST EXPERIENCE AND PREJUDICE AFFECT
COMMUNICATION
34
PREJUDICE
 when people take their past experiences and make it
certain assumptions that the same experience will happen
with the same people, given the same context.
 When people isolate an experience with one “type’ of
person or one group of people, then behave as if all
encounters with people of the same “type”, or at least with
the same characteristics, will lead to the same experience.
This eliminates a people’s personal identity and
individuality.

35. HOW PAST EXPERIENCE AND PREJUDICE AFFECT
COMMUNICATION
35
EFFECTIVE COMMUNICATOR
 avoid prejudice because it influences the communication
process even before it begins.
 view people as separate from any preconceived notions
others may have about them. They see the value of the
individual as a person of worth, and thus will respect that
individuality.

36. SHOWING COMMITMENT AND GENUINE INTEREST
36
Being committed means giving sufficient time and resources
to any discussion or conversation, and being open to any
issue that may arise

37. SHOWING COMMITMENT AND GENUINE INTEREST
37
The BELLY BUTTON PSYCHE

38. 38
COMMUNICATION
AND
GLOBALIZATION

39. COMMUNICATION AND GLOBALIZATION
39
The notion of the world being global village has been a hot topic ever
since the idea was brought up, especially in the light of the rapid
advances of technology and digitization. Globalization has been
regarded as the key to the worldwide integration of humanity, where
there is an increased economic, political, and cultural integration and
interdependence of diverse cultures.

40. COMMUNICATION AND GLOBALIZATION
40
Communication in the modern world must be anchored on the concept
of diversity, since effective communication and the ability to understand
cultural differences are skills that have become requisites not only for a
meaningful social life but also for a successful career.
Digital Technology has erased territorial boundaries among countries
and among people with varying cultures. The notion of being a ‘stranger’
has been revolutionized.

41. COMMUNICATION AND GLOBALIZATION
41
Most business organizations, when products can go
global and the manner by which any product is
communicated to the global market can make or break
the brand.

42. COMMUNICATION AND GLOBALIZATION
42

43. COMMUNICATION AND GLOBALIZATION
43

44. COMMUNICATION AND GLOBALIZATION
44
In some cases, cultural differences have accentuated
cultural insensitivity, which is most felt in the business
world. Everyone is a consumer or particular business
products, it is important to know the issues, etiquette,
protocol, communication styles and negotiation
approaches of people from different cultures using
the business experience as example.

45. COMMUNICATION AND GLOBALIZATION
45

46. COMMUNICATION AND GLOBALIZATION
46
The cost of cultural insensitivity in global
communication can be felt in everyday
communication, as cultural misunderstandings often
lead to misinterpretation and unnecessary tension
between people.
In a highly global environment, the challenge that
faces everyone is to learn to understand, accept, and
address cultural-and communication-differences.

47. LOCAL AND
GLOBAL
COMMUNICATION
IN
MULTICULTURAL
SETTINGS
47

48. 40 Filipino-coined words were
added in the Oxford English
Dictionary in 2015, all of which
were categorized under
Philippine English. These
include words such as
“balikbayan,” “highblood,”
“carnap,” “gimmic’,”
“despedida,” and “dirty kitchen,”
among others. 48
JUST SO YOU KNOW!
Place your screenshot here

49. LOCAL AND GLOBAL COMMUNICATION IN
MULTICULTURAL SETTINGS
49
Extreme 1: The goal of national or regional identity.
People use a variety of English with its specific
grammar, structure, and vocabulary to affirm their
own national or ethnic identity.
Extreme 2: The goal of intelligibility. Users of regional
variety ideally still be readily understood by users of
English everywhere else in the world to fully
participate in the use of English as international
language.

50. COMMUNICATING IN A MULTICULTURAL
SOCIETY
50
Culture guides communication; it is the lens through which
people should see the world. It tells people who they are-
their identity and how they act, think, and communicated.
People who do not realize that other cultures may not be the
same as theirs in terms of the way they think, behave, look
or speak are risking being judged as ignorant, insensitive or
simply culturally confused. This often leads to
communication breakdown or worse, personal and
professional conflicts.

51. COMMUNICATING IN A MULTICULTURAL
SOCIETY
51
CULTURE
MULTICULTURALITS
CULTURALLY CONFUSED
INTERCULTURAL
COMMUNICATION
INTERNATIONAL
COMMUNICATION
INTERETHNIC
COMMUNICATION
INTRACULTURAL
COMMUNICATION
ASSIMILATION
CO-CULTURE
ACCOMODATION
SEPARATION
ETHNOCENTRISM
CULTURE
RELATIVISM
MELTING PLOT
PHILOSOPHY
CULTURAL
PLURALISM

52. COMMUNICATING IN A MULTICULTURAL
SOCIETY
52
Intercultural communication; when graduates from
Cagayan, Batangas, Ilo-ilo, and Davao go to Manila and work
in the same office, they
would have to relate with
each other’s cultural
differences even
if they come from the
same country.

53. COMMUNICATING IN A MULTICULTURAL
SOCIETY
53
Assimilation. Non-coffee drinker drinking coffee with
officemates; A non-Catholic doing the sign of the cross.
Accommodation. Wearing sari to work; Adjusting work
hours to pray as required in one’s religion.
Separation. Eating lunch alone; Refusing to sing national
anthem since its is against one’s beliefs.

54. COMMUNICATING IN A MULTICULTURAL
SOCIETY
54
How to greet
When to speak
When to remain silent
How to behave under extreme emotions
How to gesture while speaking or listening
How close to stand or sit
How to react with someone’s words

55. EVALUATING MESSAGES OR IMAGES OF DIFFERENT
TYPES OF TEXTS REFLECTING DIFFERENT CULTURES
55

56. MULTIMODALITY
56
 Uses two or more communication modes to make meaning.
 Shows different ways of knowledge representations and
meaning-making, and investigates contributions of
semiotics resources (language, gestures, images) that are
co-deployed across various modalities (visual, aural,
somatic, etc.).
 Highlights the significance of interaction and integration in
constructing a coherent text.

57. MULTIMODALITY
57
The creation of multimodal texts and
outputs requires a creative design
concept that orchestrates the purposive
combination of text, color, photo, sound,
spatial design, language, gestures,
animations and other semiotics, all with
the unitary goal of bringing meaning to
life.

58. MULTIMODALITY
 As to purpose, the creator of the text
must be clear on the message and the
reason (s) why the message has to be
delivered.
 As to audience, the nature, interests
and sensitivities of the target
audience must be considered so the
text will not be offensive and hurt
people’s sensibilities.
 As to context, should be clearly
delivered through various semiotic
resources, and in consideration of the
various situations where and how the
text will be read by different people
having different cultural backgrounds.