This document provides an overview of a course on purposive communication. The course aims to develop students' communicative competence through multimodal tasks that allow them to communicate effectively to multicultural audiences. It covers key concepts like communication definitions, processes, principles, ethics, and types (verbal and non-verbal). Course requirements include exams, quizzes, assignments, and attendance. The document outlines session topics such as communication defined, processes and ethics, and aspects and types of communication.

1. PURPOSIVE
COMMUNICATION
- BABY LYN A. LUMABAS,PhD

2. 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.

3. COURSE REQUIREMENTS
• Major Examination: 50%
• Quizzes: 30%
• Class Standing: 20%
Recitation 10%
Attendance 5%
Assignment 5%

4. SESSION’S ROADMAP
A.COMMUNICATION DEFINED
B.PROCESSESS, PRINCIPLES, AND ETHICS IN
COMMUNICATION
C.ASPECTS OF COMMUNICATION
D.TYPES OF COOMUNICATION

5. 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.”

6. PHOTO REACTIONS..

7. PHOTO REACTIONS..

8. PHOTO REACTIONS..

9. QUOTE REACTIONS..

10. 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.

11. 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

12. 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 of
reference or context for successful and meaningful
communication, e.g. a common language or common
interpretation of a gesture.

13. The Components of the Communication Process
1. Idea or impulse that arises in the sender’s mind
2. Formal expression of the idea or impulse 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

14. 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.

15. 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

16. 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.

17. 1. Communication is integrated in all parts of our
lives.
ACADEMICS PROFESSIONAL PERSONAL CIVIC
 Students who are good at
writing and speaking
perform better not only in
English but also in the
content areas.
 Students who can
confidently communicate
in English have more
confidence in their
communication tasks.
 English courses provide
important skills essential
for functioning in entry-
level jobs.
 Being able to demonstrate
that you have received
instruction and training
from communication
professionals can give you
the edge needed to stand
from the rest.
 Having a vocabulary to
name the communication
phenomena in our lives
increases our ability to
alter consciously our
communication.
 The skill to talk with
fluency and write with
efficiency may lead to a
person’s fortune, hence,
communication has its
daily relevance.
 Civic engagement refers to
working to make a
difference in our
communities by improving
the quality of life of
community members;
raising awareness about
social, cultural, or political
issues.
 The civic part of our lives
is developed through
engagement with the
decision making that goes
on in our society in a small
group, local, state,
regional, national, and
international level.

18. 2. Communication meets needs.
PHYSICAL NEEDS INSTRUMENTAL NEEDS RELATIONAL NEEDS IDENTITY NEEDS
 The need to
communicate keep our
bodies and minds
functioning
 Basically,
communication alerts
others that our
physical needs are not
being met.
 Communicating for
instrumental needs
helps us get things
done in our day-to-day
lives.
 Some common
instrumental needs
include influencing
others, instructing
people and giving
directions, getting
information we need,
or getting support.
 Communicating our
social needs help us
maintain social bonds
and interpersonal
relationships.
 Communication meets
our relational needs by
giving us a tool to
develop, maintain, and
end relationships
 Deteriorating
commitment to a
relationship, verbally
criticizing him/her,
explicitly ending a
relationship.
 Communication allows
us to present ourselves
in a distinct manner.
 Our identity changes as
we progress through
life, but
communication is the
primary means of
establishing our
identity and fulfilling
our identity needs.

19. 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)

20. 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.

21. 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.

22. 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)

23. TYPES OF COMMUNICATION

24. 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 phone,
participating in meetings, delivering speeches in
programs, and giving lectures or presentations in
conferences

25. …
Written communication uses symbols that are
hand-written, or printed with an electronic
device.
It includes letters, memos, bulletins, reports,
manuals, and emails.

26. 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).
Verbal Communication

27. Factors that affect verbal communication
1.Tone of Voice
2.Use of descriptive words
3.Emphasis on certain phrases
4.Volume of Voice

28. 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.

29. The following aids in the process of
communication:
• Clarity of Speech
• State of calmness and focus
• Politeness
• Ethics

30. 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.

31. 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
broad setting such as time, space, and silence.

32. 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

33. 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

34. Non-verbal communication

35. 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
Ex: verbal tone indicates the actual meaning of
the words

36. 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

37. 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

38. PRINCIPLES OF COMMUNICATION

39. 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”.

40. 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.

41. 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.

42. 4. PRINCIPLE OF
FORMALITY/INFORMALITY
•In business and professional contexts, formal
communication is generally used for
transmitting messages and other
information. However, informal
communication may be effective in
situations when formal communication may
not achieve its desired results.

43. 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.

44. 6. PRINCIPLE OF TIMELINESS
•This principle states that communication
should be done in real time so that in can
help in implementing plans.

45. 7. PRINCIPLE OF ADEQUACY
•The communicated information should be
adequate and complete in all aspects.

46. COMMUNICATION ETHICS

47. 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.

48. 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.

49. 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.

50. COMMUNICATION ETHICS
•The council stipulates that “ethical
communication is fundamental to responsible
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 truthfulness,
fairness, responsibility, personal integrity, and
respect for self and other.

51. PRINCIPLES OF ETHICAL
COMMUNICATION

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

53. 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.

54. PRINCIPLES OF ETHICAL COMMUNICATION
3. Strive to understand and respect other
communicators before evaluating and
responding to their messages.

55. 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.

56. 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.

57. PRINCIPLES OF ETHICAL COMMUNICATION
5. Promote communication climates of caring
and mutual understanding that respect the
unique needs of and characteristics of
individual communicators.

58. 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.

59. PRINCIPLES OF ETHICAL COMMUNICATION
7. Commit to the courageous expression of
personal convictions in pursuit of fairness and
justice.

60. PRINCIPLES OF ETHICAL COMMUNICATION
8. Advocate sharing information, opinions,
and feelings when facing significant choices
while also respecting privacy and
confidentiality.

61. PRINCIPLES OF ETHICAL COMMUNICATION
9. Accept responsibility for the short and long
term consequences for our own
communication and expect the same of
others.

62. The Communication Process
(ELEMENTS OF COMMUNICATION)
VIDEO PRESENTATION