PURPOSIVE

COMMUNICATION

Shanley G. Concordia
BSTENG 1102

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 LESSON 1: PRINCIPLES AND ETHICS OF
COMMUNICATION
What is Communication? Key Element of Effective Communication
- putting words into thoughts and emotions  Audience Analysis
- art of creating and sharing ideas for specific - knowing the audience, understanding their
purpose level and how they need to receive the
- process of transmitting information from one information
- (Another aspect)
person to another
Identifying and trying to overcome possible
communication barriers
The Process of Communication
1. Physical noise
2. Physiological issues
3. Cultural indifference
4. Levels of expectations and experiences
5. Difference in perspectives and
communication styles
Principles of Effective Communication:
1. Clarity
 Sender
2. Conciseness
 Encoding
3. Completeness
 Message 4. Organization
 Decoding 5. Empathy
 Receiver 6. Flexibility
 Feedback
 Noise 10 Barriers to Effective Communication
1. Physical barriers
Forms of Communication: 2. Attitudes
 Verbal 3. Language
 Non-verbal 4. Physiological barriers
5. Problems with structure design
 Visual
6. Cultural noise
 Written
7. Lack of common experience
8. Ambiguity and overuse of obstructions
Effective Communication
9. Information overload
- Is dependent on how rich those ideas are, and
10. Jumping to conclusions
how much of those ideas are retained in the
process. Globalization
- We need skills depending on the: Globalization is the worldwide integration and
1. Situation interdependence of economies, cultures, and
2. Content societies through cross-border flows of goods,
3. Recipient services, information, and ideas. This phenomenon
has transformed the world into a more
interconnected and interlinked global community.
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Ethics in Communication Your professor ignored You don’t provide
your inputs last session. inputs in class
 Communication is ethical when it is genuine,
anymore.
open, cooperative and sensitive to one’s cultural
Your teammates You use the same
and social beliefs and practices. reacted positively to strategy in a similar
 If there is an intent to conceal the truth, or bring your strategy situation.
damage to any organization, group or individual
person, communication is considered unethical.
 Even in situations where there is no intent to Showing Commitment and Genuine Interest
harm, but damage to a certain group is
inevitable because of the message or the channel
used to relay the message, it is still considered UNDERSTANDING THE BELLY BUTTON
unethical. RULE

 Towards vs. Away

 1-on-1 vs. Crowd
How our experience and prejudice affect
communication? The idea behind the “belly button rule” is that when
you're engaged in a conversation with someone,
PREJUDICE your body positioning should reflect your level of
- When people take their experiences and make interest and engagement in the conversation.
certain assumptions about that the same
experience will happen with the same people, According to the "belly button rule," if you're truly
given the same context. interested and engaged in the conversation, your
belly button (or torso) should be facing towards the
- May be attributed to culture or personal person you're speaking with. This signifies that
preferences. Not all prejudices have a negative you're giving them your full attention and are
characteristic, as a person might consider all actively involved in the interaction.
members of a group to be smart even without
meeting them individually. On the other hand, if your torso is turned away from
the person you're talking to, it can signal disinterest,
a desire to leave the conversation, or a lack of
engagement.
EFFECT TO
EXPERIENCE
COMMUNICATION This concept is often used in discussions about
Your parents reacted You hesitate to discuss nonverbal communication and body language. It's
negatively when you the topic with them worth noting that while body language can provide
opened up about your despite your rich insights into a person's feelings and intentions,
interest for a certain potential to that craft. interpreting body language should take into account
craft. cultural differences, individual personality traits,
Your colleague has You give him/her and specific contexts.
forgotten some very reminders every now
important information and then to avoid
many times in the past. messing up again.
A subordinate in a You don’t ask for your
group that you lead subordinate’s opinion
disagreed twice in your anymore, even if he
suggestions. might agree with you
this time.
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PURPOSIVE COMM, LESSON 1: SELF-NOTES communication relies on language as the
primary tool for expression and understanding.
COMMUNICATION
- Communication is a dynamic process 2. NON-VERBAL – Nonverbal communication
involving not only interactions between refers to the exchange of information and
individuals, but also between individuals and meaning without the use of words. It involves
organizations. conveying messages through facial expressions,
- In this process, there exists a sender who body language, gestures, posture, eye contact,
encodes the message, as well as a receiver tone of voice, touch, and other non-linguistic
who decodes it. cues. Nonverbal cues often provide insights into
- Encoding is the pivotal stage where ideas and emotions, attitudes, and intentions that may not
thoughts are translated into words and be explicitly expressed through words.
subsequently transmitted as a message.
- The decoding of this message by the recipient 3. WRITTEN – The written form of
can vary, sometimes resulting in disparities communication involves conveying information,
between what the sender intended to convey ideas, and thoughts using written symbols,
and what the receiver comprehends. characters, or text. This type of communication
- This discrepancy can give rise to relies on written language to communicate
misunderstandings and conflicts, as the messages and can take various forms, including
conveyed message might undergo alterations text messages, emails, memos, and letters, as
during transmission. long as they include words in written forms.
- Several factors contribute to these occurrences,
including the presence of barriers like noise, 4. VISUAL – Visual communication involves the
leading to divergent interpretations. use of images, visuals, or graphical elements to
- Communication occurs when the receiver is convey information, ideas, and messages. This
able to provide feedback based on what they form of communication relies on visual cues to
have heard. communicate meaning and can encompass
- This feedback can manifest in various forms, various mediums, such as images, infographics,
such as nods, smiles, shrugs, or frowns— posters, videos and films, and etc.
essentially any response that the sender
Either of these forms of communications can be
perceives from the listeners or receivers.
effective if they are used properly.
- Feedback holds significance because it serves
as a tangible link between the sender and the
receiver. EFFECTTIVE COMMUNICATION
- Consider a scenario where you're engaged in a
Effective communication is the skillful interchange
conversation, continuously speaking, but
receive no response from your conversational of information, concepts, ideas, and emotions
partner. In such a case, you would probably among individuals or groups, accomplished in a
cease talking, leading to the cessation of manner that ensures comprehension, accurate
communication altogether. interpretation, and the achievement of intended
outcomes. This encompasses transmitting messages
as well as comprehending, deciphering, and suitably
DIFFERENT FORMS OF COMMUNICATION
reacting to them.
1. VERBAL – The verbal form of communication
Effective communication is dependent on how rich
involves the use of spoken words to convey
the ideas are and how much of those ideas are
messages, thoughts, and ideas between
retained in the process. It's crucial to bear in mind
individuals or groups. This type of
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that successful communication hinges on the - plays a crucial role in the communication
recipients comprehending your message. By the process, as their understanding, interpretation,
conclusion of the communication process, their and response to the message determine the
understanding of the message should be clear. overall success of the communication
- it's important for the sender to consider the
If you understood the message, you should be able
needs, perspectives, and background of the
to retain it in your mind. Concepts that aren't
recipient in order to convey the message in a
thoroughly understood tend to pass through your
way that is clear, relevant, and comprehensible
thoughts without leaving a lasting impact. When
to them
you truly grasp concepts, not only will you be able
to remember them, but you'll also find yourself
capable of articulating them in writing. One key skill that you should have is the
audience analysis.

Effective communication involves several key This matter because it helps you understand
components: your listeners better. It lets you imagine being in
their place, so you can change how you talk and
Effective communication requires different skills. choose words that match what they know and
These skills are dependent to 3 things. how they'll understand the information.
There are various factors we need to recognize
1. Situation and be considerate of when talking to others.
- refers to the context, environment, and These factors can create communication
circumstances in which the communication obstacles that we should aim to overcome.
takes place
- includes factors such as the physical setting,
the participants involved, their roles, the
HERE ARE SOME POSSIBLE
purpose of the communication, and the cultural
COMMUNICATION BARRIERS:
and social norms that influence the interaction
- it plays a crucial role in shaping how the
message is conveyed, received, and 1. Physical noise – refers to any interference or
understood. disturbance that disrupts the clarity or
effectiveness of the message being transmitted
2. Content between the sender and the receiver. This
- refers to the actual information, ideas, interference can be literal, such as background
messages, or concepts being transmitted from sounds, or more abstract, like
the sender to the receiver misunderstandings, language barriers,
- it encompasses the substance and meaning of distractions, or even psychological factors that
what is being communicated hinder accurate communication.
- the core message that the sender intends to
convey, and its clarity, relevance, and accuracy 2. Physiological issues – refer to challenges or
are essential for ensuring successful barriers that arise from physical factors that
communication affect a person's ability to effectively
communicate. These issues can impact a
3. Recipient person's hearing, speech, vision, or other bodily
- refers to the person or group of individuals who functions that play a role in communication.
receive and interpret the message that is being Some examples of physiological communication
communicated by the sender issues include hearing impairments, speech
- audience of the communication
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 disorders, visual impairments, language barriers, 6 PRINCIPLES OF EFFECTIVE
and physical limitations. COMMUNICATION:
3. Cultural differences – these are the variations
in how people with different beliefs, cultures, 1. Clarity – ensures that communication is
country, lifestyle, experiences, and region effective and serves its purpose, whether it's
express themselves, interpret messages, and conveying information, giving instructions,
understand nonverbal cues. These differences or sharing ideas. It refers to the clearness of
can influence how information is conveyed, the message that the sender wants to convey.
received, and perceived in interpersonal What is the purpose? What was it for?
interactions.
2. Conciseness – emphasizes delivering
4. Levels of expectations and experiences information in a brief and concise manner. It
 When individuals have different involves conveying your message using as
expectations about a conversation's purpose, few words as necessary, without sacrificing
outcome, or tone, it can lead to confusion clarity or essential details. Get to the point
and misinterpretation. People often have quickly. Limit the use of adjectives and
expectations about how their message adverbs that don't add substantial meaning to
should be received and responded to. If the message. Instead, focus on words that
these expectations aren't met, it can lead to carry the most weight.
frustration and hinder the flow of the
3. Completeness – providing all necessary
conversation.
information to ensure that the message is
 Past experiences, emotions, or biases can fully understood by the recipient. Being brief
influence how individuals interpret doesn’t mean that it should be incomplete.
messages. Emotional baggage from previous Don’t sacrifice completeness just to be
interactions might lead to overreactions or concise, try to be complete and accurate at
misinterpretations in new conversations. the same time.
Preconceived notions and assumptions about
what others know or believe can hinder 4. Organization – Effective communication
communication. People might skip aims to establish a structured progression of
explanations or make incorrect judgments ideas, facilitating smooth transitions between
based on their assumptions, leading to points. Organization emphasizes structuring
misunderstandings. your message in a clear and logical manner to
facilitate understanding. The organization
5. Difference in perspectives and principle enhances communication by
communication styles making your message easily digestible.
 Differing perspectives mean that individuals
might interpret the same information in 5. Empathy – understanding and considering
various ways. This can lead to confusion, as the feelings, perspectives, and needs of the
what seems clear to one person might not be recipient. It involves communicating in a way
clear to another due to their unique that shows genuine care and respect for the
viewpoints. emotions and viewpoints of others. By
showing empathy, you create an environment
where people feel heard and valued, leading
to more meaningful interactions and
productive outcomes.

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 6. Flexibility – emphasizes the ability to adapt overall clarity and understanding between
your communication style, approach, and individuals.
content to suit the needs, preferences, and
context of the situation and the recipients. 5. Problems with structure design – can
You must be able to adjust to the person hinder effective communication when the
you're conversing with and adapt your way information is organized or presented is
approach based on their reactions. confusing or disorganized. Poorly structured
content makes it harder for recipients to
10 BARRIERS TO EFFECTIVE follow the message's flow, leading to
misunderstandings and reduced
COMMUNICATION:
communication effectiveness.
1. Physical barriers – are obstacles that
6. Cultural noise – acts as a barrier to effective
impede the smooth exchange of information
communication when differences in cultural
between individuals. These barriers can
backgrounds, norms, or expectations disrupt
include distance, noise, lack of proper
the intended message. This can lead to
communication tools. Such hindrances limit
misunderstandings, as cultural variations
the clarity and effectiveness of
influence how information is interpreted,
communication, making it difficult for
making it important to bridge these gaps for
messages to be accurately transmitted and
successful communication.
received.
7. Lack of common experience – becomes a
2. Attitudes – Attitudes serve as barriers to
barrier to effective communication when
effective communication when personal
individuals can't relate to shared references or
biases, preconceived notions, or closed-
events. Without a mutual understanding of
mindedness interfere with the receptive and
certain experiences, communication might be
open exchange of ideas. Negative attitudes
unclear or fail to resonate, causing difficulties
can hinder understanding, causing
in conveying ideas or feelings accurately.
misinterpretations and inhibiting productive
conversations. 8. Ambiguity and overuse of obstructions –
create barriers in effective communication by
3. Language – Languages act as barriers to
introducing confusion and complexity. When
effective communication when individuals
messages are unclear or cluttered with
don't share a common language. This
unnecessary details, understanding becomes
linguistic difference prevents clear
challenging. This hinders the smooth
understanding and can lead to
exchange of information and can lead to
misinterpretations or even complete
misinterpretation or difficulty in grasping the
breakdowns in communication between
intended meaning.
people who don't speak the same language
fluently. 9. Information overload – too much
information overwhelms the recipient's
4. Physiological barriers – Physiological
ability to process and understand it. This can
barriers refer to physical conditions such as
lead to confusion, missed key points, and
hearing impairment or speech disorders that
reduced comprehension, making it harder to
hinder effective communication. These
convey messages accurately and efficiently.
barriers create challenges in accurately
sending or receiving messages, impacting the 10. Jumping to conclusions – hinders effective
communication by hastily forming judgments

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 or assumptions without complete COMMUNICATION ETHICS
information. This barrier can lead to
misunderstandings, as it prevents a full and
accurate understanding of the message or ETHICAL COMMUNICATION
situation, often resulting in misinterpretations - refers to the practice of exchanging
or incorrect decisions. information, ideas, and opinions in a truthful,
respectful, and responsible manner
- it should be genuine, cooperative, and sensitive
to other people’s culture and beliefs
- involves adhering to moral principles and
GLOBALIZATION AND COMMUNICATION standards while interacting with others
- respecting the diversity of perspectives,
In the past, during earlier times without avoiding manipulation, and promoting mutual
globalization, Filipinos didn't need to think much understanding
about people's differences or how to communicate
with them. Typically, they shared the same culture, UNETHICAL COMMUNICATION
language, backgrounds, traditions, and beliefs. This - when it involves an intention to conceal the
was because the Philippines mainly consisted of truth, deceive, harm others, cause destruction,
Filipinos. or inflict harm on a group or an individual
- negatively impacts others and lacks
However, with the onset of globalization and the
constructive purpose, even if the intention isn't
advent of digital technology, including the explicitly harmful
widespread use of the internet, the scope of - if this communication results in harm or
globalization expanded. This has led to people from damage, its ethical concerns become even more
different countries interacting and visiting each pronounced
other's nations. As a result, there are now various - involves practices such as lying, spreading
factors to consider when communicating with false information, manipulating others, using
others. hurtful language, or intentionally misleading
people for personal gain or to cause harm
In the Philippines, we now encounter
individuals with diverse traditions, races, and
backgrounds. This shift has necessitated a more
thoughtful and adaptable approach to
communication.

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 POSIVIVE ASPECTS:
GLOBALIZATION  Economic Growth: Globalization can lead to
Globalization refers to the interconnectedness and increased economic growth through expanded
integration of economies, cultures, societies, and trade and investment opportunities.
nations across the world. It involves the increasing  Access to Information: People have easier
flow of goods, services, information, technology, access to information, knowledge, and
and ideas across international borders. Globalization education from around the world.
has been facilitated by advancements in  Cultural Exchange: Exposure to different
communication, transportation, and technology, cultures fosters understanding and appreciation
making it easier for people and businesses to among people.
interact and collaborate on a global scale.  Innovation: Cross-border collaboration can
drive innovation by bringing together diverse
Key aspects of globalization include: ideas and expertise.
 Reduced Prices: Global competition can lead to
1. Economic Globalization: This involves the lower prices for consumers due to increased
expansion of international trade, investment, efficiency.
and financial flows. It has led to the creation of
global supply chains, the growth of NEGATIVE ASPECTS:
multinational corporations, and the  Inequality: Globalization can exacerbate
interdependence of economies. economic inequality both within and between
countries.
2. Cultural Globalization: Cultural exchange
and the spread of cultural products, ideas, and  Cultural Erosion: Homogenization of culture
practices across borders are integral to can lead to the loss of local traditions and
globalization. identities.
 Environmental Impact: Increased global trade
3. Technological Globalization: Advances in and production can contribute to environmental
technology, especially in communication and degradation.
transportation, have greatly accelerated  Labor Exploitation: Labor practices can be
globalization. The internet, smartphones, social negatively affected by outsourcing to countries
media, and other digital tools have made it with lower labor standards.
possible for people to connect and collaborate  Dependency: Overreliance on global markets
regardless of geographical distance. can make countries vulnerable to economic
4. Political Globalization: International downturns.
organizations like the United Nations, World
Trade Organization, and various regional blocs
contribute to the development of global norms, Globalization is the process of interaction and
regulations, and standards. Global issues such integration between people, companies, and
as climate change, terrorism, and human rights governments worldwide. Globalization has grown
require coordinated efforts among nations. due to advances in transportation and
5. Environmental Globalization: communication technology. With increased global
Environmental challenges and their solutions interactions comes the growth of international trade,
are increasingly recognized as global in nature. ideas, and culture. Globalization is primarily an
Pollution, resource depletion, and climate economic process of interaction and integration
change are issues that require cooperation and that's associated with social and cultural aspects.
coordination among countries. However, conflicts and diplomacy are also large
parts of the history of globalization, and modern
Globalization has both positive and negative globalization.
impacts:

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ACTIVITY 1: CULTURAL INSENSITIVITY
- Search for either a commercial, advertisement,
poster, movie, song, video, that you think are
unethical and culturally insensitive.
- It could be local or international
- You’re going to print a picture of that one, and
paste it on the big notebook.
- Explain what is it about, make a background
about it
- Explain why you think it is unethical.
- Pass it in face-to-face class

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