LESSON 3 & 4 :

FORMS OF
COMMUNICATION
&
VISUAL
COMMUNICATION
PURPOSIVE COMMUNICATION
 LESSON 3

FORMS OF
COMMUNICATION

PURPOSIVE COMMUNICATION
LEARNING
OBJECTIVES
At the end of the lesson, you should be able to:

Develop an in-depth understanding of the different

01 forms of communication;

examine the different ways of effective

02 communication; and

apply the concepts of effective communication to

03 actual communication problems.
 TODAY'S AGENDA
What we'll learn:

01 02 03 04 05
Forms of Written Verbal and Types of Effectivity for
Communication Communication Nonverbal Conversations Verbal and
Communication Nonverbal
Communication
FORMS OF COMMUNICATION
Communication is the exchange of ideas, thoughts
and information from one source to another.

• VERBAL COMMUNICATION
• NONVERBAL COMMUNICATION
• WRITTEN COMMUNICATION

• INTRAPERSONAL
• INTERPERSONAL
• PUBLIC
• VISUAL
• MASS
• COMPUTER-MEDIATED
VERBAL
COMMUNICATION
The sharing of information, ideas, thoughts, and feelings
between individuals using speech or spoken communication is
verbal communication.

According to Angel (2016), there are four types of

conversations based on direction (one-way or two-way) and
tone (competitive or cooperative).
ONE-WAY CONVERSATION

COMPETITIVE

TWO-WAY CONVERSATION

COOPERATIVE
TYPES OF
CONVERSATION
SDIALOGUE
• Cooperative
DEBATE
• Competitive
• Two-way conversation • Two-way conversation
• The goal is for participants trying to exchange • Goal is to win an argument or convince someone.
information and build relationships with one
another. EXAMPLE: Two family members from opposite sides of
the political spectrum arguing over politics.
EXAMPLE: Two undecided voters talking to each
other about the candidates, trying to figure out who
they want to vote for.
TYPES OF
CONVERSATION
SDISCOURSE
• Cooperative
DIATRIBE
• Competitive
• One-way conversation • One-way conversation
• Goal is to deliver information from the speaker to • Goal is to express emotions, browbeat those that
the listeners. disagree with you, and/or inspire those that share the
same perspective.
EXAMPLE: A professor giving a lecture on
international politics. EXAMPLE: A disgruntle voter venting about the
election's outcome.
EFFECTIVE VERBAL
COMMUNICATION

According to Swedish economist Ljungqvist (2008),

effective verbal communication is almost always
more about listening because there is always an
audience.

Why Listening? Because when addressing an audience, we

need to meet their needs and in order to know their needs we
must learn.
SOME
SUGGESTIONS KNOW YOUR AUDIENCE. Thoroughly understand the audience and their
FOR EFFECTIVE likely attitude toward the message of your presentation.

VERBAL KNOW YOUR TOPIC. There is no substitute for preparation. Common

sense will tell you that non-mastery of your topic will result in bad
COMMUNICATI presentation.

ON PLAN YOUR PRESENTATION. Make an outline or storyboard. Be

creative.

BE FAMILIAR WITH THE VENUE. It is always a good idea to familiarize

yourself with the venue of the presentation.
The following are some suggested
consideration to an effective and
successful verbal communication.
NONVERBAL
COMMUNICATION
It refers to the transmission of a message without the use of
words. Instead, the message is conveyed through gestures,
body language, posture, facial expressions, eye contact, touch,
and tone of voice.

They usually reinforce verbal communication, but they can

also convey thoughts and feelings on their own.

The study of Mehrabian (1981) showed that only 7% of a

receiver's comprehension of a message is based on the
sender's actual words, 38% is based on the paralanguage
(tone, face, and volume of speech) and 55% is based on
nonverbal cues (body language).
 Example of Nonverbal Cues
FACIAL EXPRESSIONS POSTURE

Our facial expressions are the most common among all The position of our body relative to a chair or another
nonverbal cues. person is another powerful silent messenger that conveys
interest, aloofness, professionalism or lack thereof.
EYE CONTACT

Maintaining eye contact when we engage in conversations TOUCH or TACTILE COMMUNICATION

creates a clear connection between us and the person we are
talking with. It may convey a close relationship between two persons.

BODY LANGUAGE
SPACE or PROXEMICS
Our body language may convey feelings of uneasiness and
nervousness, sincerity and trustworthy or confidence and How far or close we are to the person we are talking with
self-assurance among others. may convey different meanings. It may also vary from
different cultures.
 Example of Nonverbal Cues
FACIAL EXPRESSIONS POSTURE

The position of our body relative to a chair or another

Our facial expressions are the most common among all
person is another powerful silent messenger that conveys
nonverbal cues.
interest, aloofness, professionalism or lack thereof.
EYE CONTACT

Maintaining eye contact when we engage in conversations

creates a clear connection between us and the person we are
talking with.

BODY LANGUAGE

Our body language may convey feelings of uneasiness and

nervousness, sincerity and trustworthy or confidence and
self-assurance among others.
 There are other forms of nonverbal communication which may
communicate about a person. Consider the following:

APPEARANCE

This may refer to one's grooming, fashion style, neatness

and use of cosmetics which may communicate one's
personality.

SYMBOLS

This may include religions, status, or ego-building

symbols.

AESTHETIC COMMUNICATION

This includes creative expressions like dancing, painting,

and the like which may say something about one's talent or
artistry.
WRITTEN
COMMUNICATION
It refers to the type of communication that uses the written
language. It includes the traditional pen and paper letters and
documents, electronic documents, e-mail, SMS or text
messages, memos, written reports, and everything else
transmitted through the written language.

It is often asynchronous and also indispensable in formal

business communication and legal documents. The
effectiveness of this communication entirely depends on the
writing style, grammar, vocabulary, and clarity.
Written communication can also be collaborative in the sense that multiple people
can contribute to the content of one document before that document is sent to the
intended reader.

Clarity is one very important factor in this communication.

 SUGGESTIONS IN SELECTING WORDS
USE FAMILIAR WORDS
We should strive to use common words because
they are easier to understand.

This was a memo found on the desk of President Franklin D. Roosevelt

"Such preparations shall be made as will "Tell them that in buildings where they
completely obscure all federal buildings and have to keep the work going to put
nonfederal buildings occupied by the federal something over the windows; and, in
government during an air raid for any period of buildings where they can let the work
time from visibility by reason of internal or stop for a while, turn out the lights."
external illumination. Such obscuration may be
obtained either by blackout construction or
termination of the illumination."
SUGGESTIONS IN SELECTING WORDS
CHOOSE SHORT OVER
LONG WORDS
Shorter words are easier to understand compared
to long words.

They acceded to the proposition to terminate the

business.

They agreed to quit business.

 SUGGESTIONS IN SELECTING WORDS
USE TECHNICAL WORDS
WITH CAUTION
Technical words are useful for people who belong
to the same field.

No matter how highly educated or intelligent some individuals are, if you are going to write them using
highly technical words, they may fail to understand the message.

In layman's term it simply means a

Annuity has a clear meaning to someone in the contract that guarantees an income for a
insurance. specified period which would have more
meaning to uninformed outsiders.
 SUGGESTIONS IN SELECTING WORDS
SELECT WORDS WITH THE
RIGHT STRENGTH AND
We should selectVIGOR
words whose strength is
appropriate to our written message.

WEAK EXPRESSION STRONG EXPRESSION

Eminently successful business person Tycoon

SUGGESTIONS IN SELECTING WORDS
USE CONCRETE
LANGUAGE
Concrete language is exact, clear and
communicates better. On the other hand, abstract
language may be interpreted in different ways
because it is subjective.

ABSTRACT CONCRETE
A significant loss A 60% loss
The majority 43 out of 45 students

Substantial amount Php 2,000.00

A labor-saving machine Does the work of 7 workers

 SUGGESTIONS IN SELECTING WORDS
USE THE ACTIVE VOICE
Active voice sentences produce stronger, livelier
writing. It emphasizes the action and usually
saves the word.

PASSIVE ACTIVE

The books were inspected by the auditor. The auditor inspected the books.
 SUGGESTIONS IN SELECTING WORDS
AVOID OVERUSE OF
CAMOUFLAGED VERBS
When a verb is camouflaged, the verb describing
the action in a sentence is changed into a noun.
Then, new action words have to be added.

WORDY REVISED

The new policy involved the standardization of the The new policy standardized the new procedures.
new procedure.
 OTHER FORMS OF COMMUNICATION
There are other forms of communication which may fall under verbal, nonverbal or written communication.

INTRAPERSONAL INTERPERSONAL PUBLIC COMMUNICATION

COMMUNICATION COMMUNICATION
Mclean (2005) defines intrapersonal It refers to the exchange of ideas, Refers to the delivery of a message to
communication as communicating information, feelings, and attitudes a particular group of people, as when
with oneself, and that may include between two or more people. a political candidate delivers a
self-talk, acts of imagination and political campaign speech to the
visualization and even recall and listeners.
memorize.
 OTHER FORMS OF COMMUNICATION
There are other forms of communication which may fall under verbal, nonverbal or written communication.

VISUAL COMMUNICATION MASS COMMUNICATION COMPUTER-MEDIATED

It is a process in which a person, COMMUNICATION
Refers to the transmission of group of people or an organization
It is often referred to as CMC. CMC
information and ideas using symbols sends a message through television,
is "the use of an application computer
and images. radio, print media, and social media
to control multimedia interactive and
to a large group of anonymous and
message-based communication"
heterogenous people and
(Walters, 1995).
organizations.
 LESSON 4

VISUAL
COMMUNICATION

PURPOSIVE COMMUNICATION
LEARNING
OBJECTIVES
At the end of the lesson, you should be able to:

Exhibit understanding of visual communication;

01

outline the history of visual communication; and

02

come up with their original symbol or image that

03 communicates an idea.
VISUAL Aldous Huxley (1894-1963) explored the idea of
COMMUNICATION visual communication and sight-related theories. He
was one of the most influential intellectuals to have
DEFINED
It refers to the use of any image to communicate an
idea. It may take place through pictures, graphs, and
explored the field of visual communication.

charts as well as through signs and and symbols. For him, seeing is the sun of sensing, selecting, and
perceiving. One of his favorite quotes is "The more
you see, the more you know.".
TRACING THE CAVE PAINTINGS

HISTORY OF VISUAL There are discoveries of cave paintings in many

places around the world which can be traced back to

COMMUNICATION
Visual communication is a relatively
broad concept, and tracing its history
around 40,000 years ago. Cave paintings are believed
to be a primitive form of communication that were
is somewhat difficult. However, there etched or drawn on cave walls and ceilings. It
are pieces of evidence that it could be includes representations of animals, landscapes, and
one of the oldest forms of religious images among others.
communication.

A painting in Chauvet Cave

Ardeche, France
PETROGLYPHS GEOGLYPHS
These are images carved on rocks believed to have These are drawings or designs on the ground
been originated by the Neolithic people from 10 000 produced by arranging gravel, stones, or soil. The
to 12 000 years ago. These images are also believed to purpose of geoglyphs is rather uncertain, although
have deep cultural and religious significance to the some researchers believe that they were built for
societies that created them. religious purposes.

A petroglyph known as "Meerkatze"

The Nazca Lines in Peru, depicting
found in Mesak, Settafet, Libya
the Hummingbird
 PICTOGRAMS, IDEOGRAMS, AND LOGOGRAMS
• PICTOGRAMS. images that represent physical objects, resembles what they signify.

• IDEOGRAMS. pictures that represent ideas regardless of a specific language, and were the basis of early written symbols.

• LOGOGRAM. a character that represents a word or a morpheme, which stands in contrast to other writing systems like
alphabet where each symbol represents a sound or a combination of sounds.

PICTOGRAM IDEOGRAM
LOGOGRAM
An illustration that shows "No dogs Different symbols that represent
Mostly used in Japan and China.
allowed". specific idea.
CUNEIFORMS HIEROGLYPHICS
One of the world's easiest systems of writing is the It contains a combination of logographic, alphabetic, and
cuneiform script invented by the Sumerians. They did ideographic elements used by the ancient Egyptians. As
so not to write stories or letters but to organize labor writing developed and became more widespread,
and resources. The writing system employed signs to simplified glyph forms developed and they eventually
represent numbers, things, words, and the sound of became the basis on which Phoenicians structured the
words. modern alphabetic system.

Cuneiform tablet showing a tally of

Egyptian Hieroglyphs
goats and sheep
Tello, Southern Iraq
Visual communication is now one of the most common forms of transmitting ideas and
information. In an academic context, the study of symbols and visual communication is
called semiotics. The purpose of semiotics is to analyze how people make meaning out
of images and symbols, and how those images and symbols are analyzed and interpreted.
Lester (2014) outlines the different perspectives in analyzing visual images.
PERSPECTIVES
IN ANALYZING
VISUAL IMAGES
 • PERSONAL PERSPECTIVE
- This view points that the analysis of an image depends on the individual's thoughts and values and the way he or she looks at
things using his or her own personal lens.
- Because individuals differ in terms of value system, point of view, and many other factors, different individuals may have
different interpretations of a visual image.

2. HISTORICAL PERSPECTIVE
- This refers to the determination of the importance of the work based on the medium's timeline. Historical perspective may be
used to support a personal perspective which may make it more valid.

3. TECHNICAL PERSPECTIVE
- This perspective takes into account how different media convey messages differently based on the platform used.
- The analysis of image takes into consideration its different technical aspects like lighting, focus, tone, position and
presentation.

4. ETHICAL PERSPECTIVE
- This considers the moral and ethical responsibilities shared by the artist or the producer of the image, the subject, and the
viewer.
- This brings to mind the question of whether there is only one right way of looking at the issue.
 5. CULTURAL PERSPECTIVE
- This brings to the fore idea that all cultures use symbols to communicate meanings within groups.
- It involves the analysis of metaphors and symbols used in the work that convey meaning within a particular society at a
particular time.

6. CRITICAL PERSPECTIVE
- This perspective allows the audience to look at the larger issues associated with the image, meaning, the issues transcend the
image and shape a reasoned personal reaction.
 THANK YOU!
ADLAWAN.ALAMIDA.ALOS.ALVIA.BARAGUIR.BASCAR.BARILLO
GROUP 1