Module 2

PURPOSIVE COMMUNICATION
Communication and Globalization

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.
Filipinos have increased their awareness and acceptance of the notion that they belong
to a diverse, global community. This is not confined to communication with people from other
countries, but also is inclusive of communication within their own societies, even with the
minorities and the indigenous peoples. It is therefore imperative that they learn to
communicate effectively with people regardless of age, gender, race, ability, religion, sexual
orientation, income, marital status, or ethnicity.
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
professional career.
Digital technology has erased territorial boundaries among countries and among people
with varying culture. The Notion being a ‘stranger’ has been revolutionized as the people whom
we used to treat as stranger are now co-workers, classmates or friends- although some only in
social media.
Hence, there is a need to develop graduates and professionals who are multiculturalists
– those who are engaged with and respectful of people with different cultures. These are not
necessarily people from other countries all the time, since a country may have varying sub-
cultures among its general society.
In communicating in a highly global environment, the challenge that everyone faces is to
learn to understand, accept, and address cultural – and communication – differences.
Local and Global Communication in Multicultural Settings
There is no debate that the English language has become the most widely used language
for most purposes of communication in international diplomacy, business, science, education,
and entertainment. Over time, this widespread use of English – spoken side by side with local
languages – has given rise to local varieties of English with their own standards. Examples of
world Englishes are Indian English, West African English, Singapore English, and Filipino English.
Trivia: 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”, “high blood”, “carnap”,
“gimmick”, “despedida”, and “dirty kitchen”, among others.
One major issue that has been raised with respect to these established varieties is that
they often not fully intelligible to users of other varieties of English. For example, a Filipino
ordering food in a restaurant in Singapore for the first time would be confused when he is
asked, “Having here, or take away?” because in the Philippines, they are more accustomed to
“Dine in, or take out?”.
Kirkpatrick (2007) proposes a scale with two extremes that characterize this problem:
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 (e.g.
Only Filipinos use the terms “senatoriable”, “congressman”, “chancing”, “bedspacer” among
others, and use these when communicating with other Filipinos).
Extreme 2. The goal of intelligibility. Users of a regional variety should ideally still be readily
understood by by users of English everywhere else in the world to fully participate in the use of
English as an international language (e.g. Users of Filipino English have to understand that they
have to use “bin” instead of “trash can” or “lift” instead of “elevator” when in a country using
British English.
The challenge is to find a good balance between the identity-intelligibility extremes.
Hence, speakers of the language may resort to code-switching (i.e. using English and another
language in the same statement).
Communicating in a Multicultural Society
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 communicate. People
who do not realize that other cultures may not be the same as theirs in terms of the way they
think, behave or 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.
In order to better prepare for effective communication in a multicultural context, the
following terms have to be clear and well understood:
● Culture – a system of knowledge, beliefs values, customs, behavior, and artifacts that
are acquired, shared, and used by members of a given society.
● Multiculturalists – persons respectful of and engaged with people from distinctly
different cultures
● Culturally confused – lacking an understanding of cultural differences
● Intercultural communication – communication with individuals from different cultures
● International communication – communication between persons representing different
nations
● Interethnic communication – interaction with individuals of different ethnic origins
● Intracultural communication – interaction with members of the same racial or ethnic
group
● Assimilation – the means by which co-culture members attempt to fit in with the
members of a dominant culture
● Co-culture – groups of persons who differ in some ethnic or sociological way with other
groups of the same (parent) culture
● Accommodation – the means by which co-culture members maintain their cultural
identity while striving to establish relationships with members of dominant culture
● Separation – the means that co-culture members use to resist interacting with members
of a dominant culture
● Ethnocentrism – the tendency to see one’s culture as superior to all others
● Cultural relativism – the acceptance of other cultural groups as equal in value to one’s
own
● Melting pot philosophy – the view that different cultures should be assimilated into a
dominant culture
● Cultural pluralism – adherence to the principle of cultural relativism, that other cultures
can blend with the dominant culture without losing their identity
Improving One’s Ability on Intercultural Communication
1. Refrain from forming expectations based solely on your culture.
2. Remove personal biases or any stereotype that may impede understanding.
3. Make a personal commitment to develop communication skills appropriate in
multicultural settings.
Assessment: Are you an ethnocentric or a cultural relativist?
Evaluate yourself in terms of how ethnocentric or culturally relativistic you are by
determining whether these statements are True or False for you. Provide sample situations or
experiences you had when interacting or at least when trying to interact with people from a
different culture.
________1. I can work well with people like me, but I find it challenging to cooperate with
people with different beliefs and customs.
________2. I give more trust to those who share the same culture as I do compared to
those who have a different culture.
________3. I am afraid or anxious when I am amidst people of a different culture.
________4. I can go out of my way just to be with people of different cultures.
________5. I tend to blame people of a different culture for causing harm or trouble than I
am to blame people like me.
________6. I believe that people unlike me are a threat to my ability to success.
________7. I believe that people unlike me should exert some effort to become more
immersed in our culture.
________8. I use solely my frame of reference when assessing the appropriateness of

behavior of people like and unlike me.
What do your answers and examples tell you about the extent to which you and others practice
ethnocentrism or cultural relativism?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Are you content with your responses? Why or why not?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
What steps, if any, are you willing to take to minimize the potentially damaging effects of
ethnocentrism?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Reference:
Tejada K. C. et.al (2018). Purposive. Panday-Lahi Publishing House, Inc.
Prepared by:
LANNIE L. ENRIQUEZ
Instructor I

Module 2

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PURPOSIVE COMMUNICATION

Communication and Globalization

________8. I use solely my frame of reference when assessing the appropriateness of

Are you content with your responses? Why or why not?

Tejada K. C. et.al (2018). Purposive. Panday-Lahi Publishing House, Inc.

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