Republic of the Philippines

State Universities and Colleges

GUIMARAS STATE COLLEGE
Mclain, Buenavista, Guimaras

PURPOSIVE COMMUNICATION

Chapter 1: Understanding 21st Century Communication

Lesson I: Communication Processes, Principle and Ethics

Overview:
Communication is inevitable. Our need for self- expression leads us to communicate not only
our thoughts but also our feelings. Communication may be done verbally or non-verbally. A simple
yawn from a member of the audience in a public speaking engagement is a non-verbal sent to the
speaker. On the other hand, a phone call inquiring about a certain product is an example of a verbal
message.

Learning Outcomes:
At the end of this lesson, the students must have:
1. explained the principles and processes of communication and the ethical considerations in
communication;
2. elucidated how communication skills help resolve problems, better understand new concepts
and aid in your profession;
3. framed a slogan about how the knowledge of the communication process aids people in
communicating effectively.

A. Activity/Analysis

1. Why do people communicate?

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2. What might happen to the world if communication does not exist?
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3. Why do miscommunications and misunderstandings happen?
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B. Abstraction

Communication is understood as the process of meaning-making through a channel or a

medium. It comes from a Latin communicares, meaning to share or to make ideas common.
The Components of the Communication Processes
1. Source- the sender carefully crafts the message. The sender may be anyone: an author of a
book, a public speaker in a special occasion or even a traffic enforcer.
2. Message- the message is the reason behind any interaction. It is the meaning shared between
the sender and the receiver. Messages take many forms. They could mean poem, songs,
essays, news articles, road signs and even symbols.
3. Channel- the channel is the means by which a message is conveyed. When we answer a
phone call, the phone is the channel. On the other hand, when your parents receive a
notification of your absences from school, the channel is a letter.
4. Receiver- the receiver is the person who receives the transmitted message. The receiver may
be a part of an audience in a public speaking event, a reader of a letter or a driver who reads
road signs.
5. Feedback- in any communication scenario, a feedback is essential to confirm recipient
understanding. Feedbacks, like messages, are expresses in variedforms. A simple nod for a
question of verification is considered feedback.
6. Environment- the place, the feeling, the mood, the mindset and the condition of both sender
and receiver are called environment. The environment may involve the physical set-up of a
location where communication takes place, the space occupied by both the sender and the
receiver, including the objects surrounding the sender and the receiver.
7. Context- context involves the expectations of the sender and the receiver and the common or
shared understanding through the environmental signals.
8. Interference- is also known as barrier or block that prevents effective communication to take
place.

Kinds of Interference
a. Psychological barriers are thought that hamper the message to be interpreted correctly by
the receiver.
b. Physical barriers include competing stimulus, weather and climate, health and ignorance
of the medium.
c. Linguistic and cultural barriers pertain to the language and its cultural environment.
Words may mean another in different cultures.
d. Mechanical barriers are those raised by the channels employed for interpersonal, group
or mass communication. These include cellphones, laptop, and other gadgets used in
communication.
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Mclain, Buenavista, Guimaras

The Nine Principles of Effective Communication

1. Clarity- makes speeches understandable. Fuzzy language is absolutely forbidden, as are
jargons, cliché expressions, euphemisms and doublespeak language.
2. Concreteness-reduces misundertandings. Message must be supported by facts such as
research data, statistics or figures. To achieve concreteness, abstract words must be avoided.
3. Courtesy- builds goodwill. It involves being polite in terms of approach and manner of
addressing an individual.
4. Correctness- glaring mistakes in grammar obscures the meaning of a sentence. Also, the
misuse of language can damage your credibility.
5. Consideration- messages must be geared towards the audience. The sender of a message
must consider the recipient’s profession, level of education, race, ethnicity, hobbies, interests,
passions, advocacies and age when drafting or delivering a message.
6. Creativity- means having the ability to craft interesting messages in terms of sentence
structure and word choice.
7. Conciseness- simplicity and directness help you to be concise. Avoid using lengthy
expressions and words that may confuse the recipient.
8. Cultural sensitivity- today, with the increasing emphasis on empowering diverse cultures,
lifestyles, and races and the pursuit for gender equality, cultural sensitivity becomes an
important standard for effective communication.
9. Captivating- you must strive to make messages interesting to command more attention and
better response.
Ethical Considerations in Communication
Ethics is a branch of philosophy that focuses on issues of right and wrong in human affairs.

Ethical Communicators:
1. Respect Audience
2. Consider the result of communication
3. Value truth
4. Use information correctly
5. Do not falsify information
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C. Application
1. Illustrate the communication process through a diagram.
2. Identify possible communication blocks in the following situations:
a. A written letter of complaint
b. Interaction between a nurse and a patient in pain
c. Songs with figurative language

D. Assessment
1. List various channel through which personnel of your university connect with you. Which channel(s)
do you find most effective? Why?
2. Through a slogan, state how the knowledge of the communication process aids people in
communicating effectively?

Lesson II : Communication and Globalization

Overview:
This chapter will discuss on globalization, its implications, the factors causing it, and how
communication affected by it. It will also tackle the various cultures and sub-cultures that affect
communication.
At the end of this lesson, the students are expected to:
1. discover about globalization as a phenomenon, its implication and how it has affected
communication;
2. gain awareness on the various cultures that shape communication; and
3. read further about a country’s communication behavior or patterns of communication
and do a creative presentation of what has been read

Learning Outcomes:
At the end of this lesson, the students are expected to:
1. discuss the importance of effective global communication;
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2. write a reaction paper on communication challenges in a global atmosphere and methods for
effective and ethical global communication;
3. create a two-minute informative video about communication and globalization

A. Activity/Analysis
What is the image saying about the world today?

B. Abstraction

a. Global Communication in the World Today

b. Cultural Barriers
c. Strategies to become effective global communicator
d. Drivers of Communication

Global Communication in the World Today

In a globalized world, effective communication is a necessity. When friends, relatives, and

colleagues need to reach all corners of the world, it is easy to see
the importance of global communications in the world today. Whether you need to connect from
Barcelona to Buenos Aires or Boston to Beijing, instant contact has become the norm and
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expectation. But how did we get here? Just 10 years ago, we were being introduced to new programs
called YouTube, Skype, and Facebook. Now these are household names that are used on a daily basis
at home and in the office. But in a business environment, there is more to communications than just
opening up Skype and connecting to the other side of the planet. Learning
the importance of global communications and implementing effective communications policies are
key to helping a global organization thrive in this new world.
 
Global communications is not only the interaction between two employees within your
organization. The first step in achieving effective communications is to know your audience. Your
entire company profile and history is available to the whole world at the click of a button, making
you a sitting duck if you're not prepared. If you're not, your company could wind up as the next viral
sensation. Communicating with your customers, your suppliers, your stockholders, and many other
stakeholders all factor into the global equation. Proper handling of a customer complaint can be just
as important whether it is sent to company headquarters or at a local store - one insensitive comment
could wind up being viewed by millions on Twitter. Company owners have to be kept informed
about the status of the business and employees have to be able to be in constant contact in order to
reach deadlines. Even governments need to be involved in your communications strategy, and having
a good one can save you a big headache.
Affecting the true meaning of global communications would be the intercultural factor. Now that
we expect to do business on multiple continents, understanding the language and cultural difference
between two people can bridge gaps and make business transactions much smoother.
In the 21st century, we have often heard of the term globalization. Globalization is the
communication and assimilation among individuals, ethnicities, races, institutions, government of
various nations supported by technology and compelled by international trade. Due to
globalization, the more you become exposed to diversity---the valuing of uniqueness or
differences in gender preference, color, age, religious affiliation, ethnicity, education, social and
economic status and political beliefs.

Globalization is not a new process or concept. Years before the advent of technology, people had
been purchasing and selling each other properties, goods and other objects of certain value.

Possible Cultural barriers

1. Cultural Relativism
2. Lack of knowledge of others’ culture
3. Discrimination and harassment
4. Language differences.

STRATEGIES TO BECOME AN EFFECTIVE GLOBAL COMMUNICATOR:

1. Review communication principles
2. Analyze the message of the receiver
3. Be open to an accepting of other cultures

C. Application

 Watch a video presentation on the drivers of globalization.

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1. What other effects of globalization to communicate have you observed or read about?
2. Do you think globalization will eventually lead countries to embrace a single culture? Are
you agreeable to the idea of having one culture? Explain your answer.

D. Assessment

1:Watch the video on “Wiring a Web for Global Good”. In a form of a reaction paper, answer
the following questions:
a. What global issues have emerged because of miscommunication?
b. How can effective communication and language use contribute to the creation of a
truly global society?

Self-Reflect

In this lesson on Communication and Globalization, I learned that to be a global

communicator,
I________________________________________________________________________________
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Lesson III: Local and Global Communication in Multi-cultural Settings

Lesson Overview:
Living in a globalized world, you encounter people with diverse cultural backgrounds. Such
interactions occur in social, educational, political , and commercial settings. Hence, in today’s era of
increased global communication, it is imperative to understand intercultural communication for us to
enhance our intercultural awareness and competence. Intercultural competence is essential for us to
live harmoniously despite our differences in culture.

Learning Outcomes:
At the end of this lesson, the students are expected to:
1. identify the local and global communication in multi-cultural settings; and
2. cite examples on how to enhance one’s ability to communicate with people from diverse
cultures.
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A. Activity/Analysis

How do you get to communicate effectively across cultures? Indicate whether you agree or disagree with each
of the following statements:
1. I am interests in interacting with people who are both like me and different from me.
2. I am sensitive to the concerns of all minority and majority groups in our multicultural country.
3. I can sense when persons from other cultures seem not to understand me or get confused by my actions.
4. I have no fear communicating with persons from both minor and major cultural groups.
5. I can manage my behavior when dealing with people of different cultures.

B. Abstraction
Global community - refers to the people or nations of the world, considered as being closely connected by
modern telecommunications and as being economically, socially, and politically interdependent.
What is cultural awareness?
- is knowing that there are multiple different cultures – based on religion, ethnicity, nationality, and
other factors- that have different attitudes and outlooks.

What is cultural sensitivity?

- involves accepting those differences without insisting your own culture is better , or that everyone
should do it your way (Sherman, 2018)

Cultural awareness & sensitivity guidelines

1. View human difference as positive and a cause for celebration;
2. Have a clear sense of your own ethnic, cultural, and racial identity;
3. Be aware that in order to learn about others, you need to understand and be prepared to share your own
culture;
4. Be aware of your own discomfort when you encounter differences in race, color, religion, sexual
orientation, language, and ethnicity;
5. Be aware of the assumptions that you hold about people of cultures different from your own; 6. Be aware of
your stereotypes as they arise and develop personal strategies for reducing the harm that they cause;
7. Be aware of how your cultural perspective influences your judgments about what appropriate, normal, or
superior behaviors, values, and communication styles are;
8. Accept that in cross-cultural situations, there can be uncertainty, and that uncertainty can make you anxious.
It can also mean that you do not respond quickly and take the time needed to get more information;
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9. Take any opportunity to put yourself in places where you can learn about differences and create
relationships; and
10. Understand that you will likely be perceived as a person with power and racial privilege (or the opposite),
and that you may not be seen as unbiased or as an ally.

Intercultural communication- refers to interaction with people from diverse cultures.

Forms of Intercultural Communication
1. Interracial communication- communicating with people from different races
Interethnic communication- interacting with people of different ethnic origins
2. International communication- communicating between representatives from different nations
3. Intracultural communication- interacting with members of the same racial or ethnic group or co-
culture
High-context communication- is a traditional-linked communication system which adheres strongly to being
indirect.
Low-context communication- is a system that works on straightforward communication

Improving Intercultural Communication

1. Recognize the validity and differences of communication styles among people.
2. Learn to eliminate personal biases and prejudices.
3. Strive to acquire communication skills necessary in a multicultural world.

C. Application
In what specific ways can you enhance your ability to communicate with people from diverse cultures?
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State Universities and Colleges
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D. Assessment

1. “Human beings draw close to one another by their common nature, but habits and customs keep them
apart”. (Confucius)
Do you agree or disagree? Give concrete situations to support your stand.
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Introspecting

This lesson on local and global communication in multicultural settings helped me

realize that______________________________________________________
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Lesson IV: Varieties and Registers of Spoken and Written Language

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Lesson Overview:
The spoken mode is often associated with everyday registers while the written mode is
strongly ass

ociated with academic registers. However, this is not always true. For instance, in everyday
communication, face-to face conversations are usually supplemented by text messaging. In academic
contexts, significant forms of oral communication are used along with written communication.
Significantly, both everyday and academic are characterized by multi-modality or the use of multiple
modes of communications, including spoken, written modes and images, music, videos, gestures, etc.

Learning Outcome:
At the end of this lesson, the students are expected to:
1. Apply the varieties and registers of spoken and written language in the proper context.

A. Activity/Analysis
How do you greet your best friend? Your mother? Your teacher? Your school dean?

Do your ways of greeting these people vary?

B. Abstraction

A. Varieties of Spoken and Written Language

1. Language varies when communicating with people within (local) and outside (global)
community
2. Language varies in speaking and in writing.
3. Language varies in everyday and specialized discourses.
Eight Different Domains in which Language Varies (Mahboob 2014)
1. Local everyday written
This may include instances of local everyday written usage found in the neighborhood
posters (e.g. a poster looking for transients/ bed spacers).
2. Local everyday oral may occur in local communication among neighbors in everyday,
informal and local varieties of languages.
3. Local specialized written
An example of local specialized written usage can be found in the publications and
websites of local societies such as the Baguio Midland Courier.
4. Local specialized oral involves specialized discourses. For example, in a computer shop in
the neighbourhood, specialized local usage can be found (e.g. specialized computer game-
related vocabulary is used).
5. Global everyday written avoids local colloquialisms to make the text accessible to wider
communities of readers. This can be found in international editions of newspapers and
magazines.
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6. Global everyday oral may occur in interactions between people coming from different parts
of the world when they talk about everyday casual topics.
7. Global specialized written expands to as many readers internationally, hence the non-usage of
local colloquial expressions
8. Global specialized oral occurs when people from different parts of the world discuss
specialized topics in spoken form

C. Application
1. In what situations are local and global varieties of spoken language used?

2. What registers are appropriate to such situations?

D. Assessment

Journal Writing. Why is it important to use appropriate varieties and registers of language in certain
communication contexts?

Lesson V
. Evaluating Messages
Lesson Overview:
This chapter introduces you to different modes by which messages are conveyed. It delineates
personal judgement on the ideas presented that would engage toward diversity of the cultures
manifested. Necessarily, the goal to objectify the attack against a particular set of images/objects that
create meaning is highlighted in this part.
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Learning Outcomes:
At the end of this lesson, students must have:
1. identified individual elements/aspects that contribute to the message
2. analyzed the functions of such elements toward the attainment of the message
3. distinguished moods/motifs reflected; and
4. evaluated message/s delivered by authors

A. Activity
Look at the picture closely.
Unlock the message by answering the following questions:

B. Analysis
1. What is the general motif* of the picture?
2. How does the motif reflect interrelatedness of the elements?
3. What objects/elements stand out?
4. What objects/words seem out of place?
5. What culture prevails in understanding the meaning conveyed?
6. What general note can be drawn from the picture?

Motif- symbolic idea or image that appears frequently in a story.

C. Abstraction
Evaluating messages in this era is made simpler. Looking at them through several lenses is
helpful in arbitrary in nature. It conveys ideas that are distinct and rooted in myriad sensibilities.
What one experience is what one brings to the table to further explain what is depicted in the picture,
video or any form of illustration? So be mindful of the elements that make up the bulk of the
illustration, as these are the ones you will be assessing as you read on.
Simple unblocking means distinguishing the objects present, even colors. As these generally
come to the fore, careful investigation of the value each present follows.
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Strategies for Evaluating Message

In order to evaluate whether a message is effective, we cannot ask ourselves a series
of question which reflect a messages simplicity, specify, structure and stickiness.

1. Simplicity
In order to ensure that our messages have simplicity, we should ask ourselves two questions:
-1. Is my purpose evident?
-2. Is my core message clear?

2. Specificity
Refers to our choices of language and its usage in order to ensure language is specific we may
ask ourselves:
-1. Is my language specific
-2. Is my language concrete, rather than abstract?
-3. Am I suing words which have additional meanings and
could have perhaps be misconstrued?
3. Structure
Ideas should be organized and easy to follow.
-1. Does my messages structure?
-2. Is there an effective way to arrange my ideas?

Guide questions in Evaluating Messages:

1. How is the message conveyed.
2. What belief is used to support the message best delivered?
3. In what way is the message best delivered?
4. To what extent is the impact of the message felt?
5. Who is the addressee of the message?
6. What ethos does the message support?

Within man’s spectrum messages could go ad infinitum-these make him who he is. Evaluating them
would support the quest for truth behind his consciousness.
Easy Steps:
1. Determine what you will evaluate.
2. Define your goal.
3. State your objective.
4. Identify your audience.
5. Establish your baseline.

D. Application
Check on these circumstances and figure out the best way you could possibly create an ad to resonate
your message. Choose one and focus on the arrangement of the given elements in the picture to
express your intended message.

1. A vegan meal with chopstick on the table

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2. A man and a butanding

3. A building and a man standing side by side
4. A load of trash beside a shanty
5. A child eating with two males to each of his side

E. Assessment
Look at each picture and decide on its value in today’s world.

Evaluate the discursive frames and see if you can already create a meaningful interpretation of the
message.

Chapter 2: Communication Aids and Strategies Using Tools of Technology

Lesson I: Preparing Multimedia Presentation

Lesson Overview:
In today’s digital society, communication is mediated using technology. For communication
to be more effective, it is imperative to know how technology works, what purposes it can serve and
how it can be used efficiently and effectively used to achieve specific goals in the communication
process.

Learning Outcome:
At the end of this module students are expected to:
1. create a multimedia presentation showcasing one’s culture
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A. Activity
1. Watch the video “The world’s worst research presentation” (https://www.youtube.com/watch?
v=SGqp4-bZQY).

What are your impressions about the research presentation?

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B. Analysis

1. What makes the presentation the worst?

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2. In what ways can the presentation be improved?

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C. Abstraction
In preparing multimedia presentations for various communication purposes, it is important to
consider the following:
A. Characteristics of Multimedia Presentations
1. Multimedia presentations are visually oriented (displayed on a monitor or projected onto a
screen)
2. They allow users to use different modalities such as:
a. text
b. graphics
c. photographs
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d. audio
e. animation
f. video
Special features of computer-based presentations
1. Custom navigation (linking) between slides, to other media and to the Internet
2. Can be made into hard copy printouts or transparencies.
3. Can be uploaded to the Web
B. Steps in Making Effective Multimedia Presentations
1. Know the purpose of the presentation
2. Know the audience
3. Gather information
4. Use a variety of resources such as:
a. textbooks
b. digital resources
 Photographs
 Scanned images, student work
c. Internet
5. Do not forget to cite sources.
a. Write the author’s name, title of the work and date of publication.
b. Include the website or Web page address of the source.
c. in general, non-profit educational use of online materials for a lecture
qualifies as “fair use” but it is better to ask the author’s permission to use
such materials.
d. Always have full bibliographic references for all citations.
6. Organize the information.
a. List the main points.
b. Have only one main idea per slide.
c. Present ideas in a logical order.
d. Place important information near the top.
7. Check technical issues
a. Contrast
 Dark text on light background
 White text on dark background
b. Use only one design and color scheme throughout the slide presentation.
c. Avoid clutter
d. Avoid patterned or textured backgrounds
e. Use large font size (minimum 18 points)
f. Use fonts that are easy to read. Don’t use fancy fonts.
g. Don’t use more than two types of fonts.
h. Avoid too much text. Don’t use the presentation as your notes.
i. Use no more than 3 or bullets per slide
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8. Be creative
a. use transitions and animations to add interest
b. but don’t overdo it!

D. Application
In what ways can the different forms of communication (intrapersonal, interpersonal, small
group, public and mass) be enhanced with the aid of technology?
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

E. Assessment
Feature one of your cultural practices through a multimedia presentation. Observe the
guidelines for creating multimedia presentations.

Lesson: Preparing Pecha Kucha Presentation

Module Overview:
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Pecha Kucha is a 20-slide power point presentation which moves automatically to each
succeeding slide every after 20 seconds. This presentation is very helpful to keep track of the time.

Module Outcome:
At the end of this module students are expected to:
1. present a Pecha Kucha about one’s region

A. Activity
1. Watch a video presentation at https://www.youtube.com/watch?v=eP3Znm3LNLA.

B. Analysis
1. How many minutes did the presentation last?
_________________________________________________________________________________
_________________________________________________________________________________
2. With the number of minutes, was the presenter able to show comprehensively his trip?
_________________________________________________________________________________
_________________________________________________________________________________
3. How was the trip presented?
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_________________________________________________________________________________
C. Abstraction
Watch how to make a Pecha Kucha presentation at https://www.youtube.com/watch?
v=19zxNTpNMLo
Remember:
1. Open the power point. Select blank layout or simply press CTRL N or
Command N.
2. Duplicate the blank slides. Make sure that you have 20 blank slides.
3. Select all the slides (you can use CTRL A). Make sure to remove the check
mark on the “on mouse click” then modify the transition speed to 20 seconds.
4. Insert and resize images.
5. After saving the Pecha Kucha presentation, check the speed of transition.
Make sure that the saved speed for all slides is 20 seconds.
6. Practice your narration with the Pecha Kucha presentation. You can record
Your narration in the power point presentation.

D. Application
Make a Pecha Kucha presentation about the best of your region.
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E. Assessment
Using a graphic aid, illustrate how to create a Pecha Kucha presentation.
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Module III- Vlogging

Module Overview:
In the 21st century, skills like communication, collaboration, information literacy and media
literacy are essential to the success of every individual. With the advent of technology and
globalization, being able to communicate well and using proper medium is very important.
Technology has driven communication to a whole new level, cheaper, smarter, more efficient and
interactive.

One of the effective medium of communication in this technology-driven revolution is vlogging.

Vlogging has been a trending platform individuals, organizations, and companies to sell and market
products, services and other businesses, influence others, review and recommend for approval.

Module Outcomes:
At the end of this module students are expected to:
1. value the importance of vlogging as effective means of communication
2. develop related skills on making vlogs
3. publish a vlog online and gain followers and subscribers

A. Activity
Ask the students who are their favorite vloggers and channels that they were subscribing and
following.

Have the students view one of the world’s most viewed vlog by visiting the link
https://www.youtube.com/channel/UChGJGhZ9SOOHvBB0Y4DOO_w on Youtube. Discuss the
author’s background and content of the channel being paid in millions of dollars by Youtube.

B. Analysis
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C. Abstraction

Introduction to Vlogging

What is Vlogging?

Vlog derives from video blog or video log and refers to a type of blog where most or all of the
content is in video form.
Vlog posts consist of creating a video of yourself or an event, uploading it to the internet, and
publishing it within a post on your blog. Vlogging can be based on topic, making it an ideal medium
for individuals and businesses alike. Just pick your niche and start recording.
You can vlog anywhere that supports video content, but that's not all you need. The first step
is to identify where you want to blog, as in which website you should use to post your blog content.
YouTube is a huge website that hosts lots of vlogger's content, and it's absolutely free. However,
there are alternatives if you need a traditional blog platform that also supports text and image posts.
It's absolutely necessary to have a recording device too, like a webcam or dedicated video or
even your smartphone that isn't attached to a computer, as well as a microphone.
You can definitely use any kind of video and audio hardware that you prefer, but to stand out among
other streamers and vloggers, it's usually recommended to get yourself something that can help
produce high-quality content.
What's more is the video editing software necessary for post-recording and pre-publishing.
This includes not only your traditional video editing programs but also any video conversion
software that can help get your unedited content into your editing software.
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The Benefits of Vlogging

There are multiple benefits to vlogging, making it an ideal pursuit for businesses and
individuals alike.

Fame and Fortune

Some of the most famous vloggers have accumulated hundreds of thousands of followers, and their
videos are watched by millions. Not only have they become celebrities, these vloggers have made big
bucks through advertising on their videos. Popular vloggers can be paid by companies to promote
their products, wear their brands, and send traffic to their websites.

Reach a Wider Audience

Using YouTube as a platform for your vlogs enables you to reach a wider audience. This search
engine ensures that your videos are more accessible to the masses than if you just posted vlogs on
your WordPress website. Once your videos are being viewed by a new audience on YouTube, then
you can use your vlogs to drive traffic to your website, generate leads, sell products, and much more.

Engage Directly With Your Audience

Vlogging enables you to engage directly with your audience. By ‘getting to know you’ through your
vlogs, your viewers will quickly come to trust you and see you as an expert in your field. By
connecting in this way with your community, your target audience is more likely to remember you,
use your service, or buy from your site.

Drive Traffic to Your Website

Many bloggers and businesses use vlogging to drive traffic to their website. Watching videos is fast
becoming the norm and the preferred online media type. Many people will now watch a video but
pass up on a written article. So websites often use vlogging to attract new visitors, as well as help the
retain current ones.

Promote Your Membership Site, Sell Products, and More

Vlogs can be used as part of your marketing strategy. Whatever your online site is selling, use
vlogging to promote it. If you run a membership site, explain why viewers should sign up. If you
have an eCommerce store, display your products and tell those watching why they should make a
purchase. Or want people to visit your blog? Then sell the content to them through vlogs.

How to Get Started as a Vlogger

So now you know a bit about what vlogging is and the rewards that can come of it. Next, let’s have a
look at how to get started as a vlogger.
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Consider Your Content

As always online, content is key. If you want to build up a large vlogging following then you need to
be producing interesting videos. Find a niche that interests you, or is related to your WordPress
website. Then take your time deciding what content will be in your videos. Consider posting how-to
videos, interviews, comedy sketches, or anything else that will be valuable or entertaining for your
viewers.

One of the best ways to plan, explore and substantiate your content and topics is to use a mind
mapping and storyboarding technique.

What is mind mapping?

A mind map is a tool for the brain that captures the thinking that goes on inside your head. Mind
mapping helps you think, collect knowledge, remember and create ideas. Most likely it will
make you a better thinker. Mind maps can be created in many different ways, but they share the same
basics: Central theme, associations, curved lines, keywords and proximity.
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What is a storyboard?
A storyboard is a sequence of drawings, typically with some directions and dialogues, representing
the shots planned for a movie, television, video production and vlogging.

D. Application

Have each student create a 3-minute vlog on the topic “A student’s Life”. To ensure collaboration
and quality output, each may ask support from others on specific roles such as content developer,
narrator, videographer, researcher, editor, director, publisher, etc. Before each group will commence
on vlogging, make sure that they have the mind map and storyboard of their vlog. Their vlog will be
uploaded on their created site using the Google Sites app and YouTube.

E. Assessment
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Ask the students to visit and view student’s vlog. Have them comment and react on the other group’s
output. After collecting comments and reactions of your vlog, review, polish, and update your vlog
content.

Chapter 3: Communication for Various Purposes

Module I: Informative, Persuasive and Argumentative Communication

Module Overview:
Communication is made for numerous purposes. The way messages are crafted depends
highly on the intention of the sender.
In a supermarket, a sales agent makes sure that the way a product is promoted gets consumers
buying. A news anchor delivers information in such a way that all the facts are clearly stated doing
away with words that may cause confusion. On the other hand, a criminal lawyer must design his
arguments supported by facts to convince the judge and the jury.

Module Outcomes:
At the end of this module students are expected to:
1. differentiate among informative, persuasive, and argumentative
communication;
2. create a public announcements employing the concepts of informative,
persuasive, and argumentative communication

A. Activity/ Analysis
“The improvement of understanding is for two ends: the first our own increase of knowledge;
secondly, to enable us to deliver that knowledge to others.”
1. What do you think does John Locke mean?
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2. In which aspect of your field do you find Locke’s idea most relevant? Explain.
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B. Abstraction
Informative Communication involves giving than asking. As an informative communicator,
you want your receivers to pay attention and understand, but not to change their behavior. By sharing
information, ignorance is reduced, or better yet, eliminated. The informative value of a message is
measured by how novel and relevant the information is or the kind of understanding it provides the
receivers.

3 Deep Impulses (Osborn 2009)

a. We seek to expand our awareness of the world around us.
b. We seek to become more competent.
c. We have an abiding curiosity about how things work and how they are made.

When preparing for an informative exchange, ask yourself the following questions:
1. Is my topic noteworthy to be considered informative?
2. What do my recipients already know about my topic?
3. What more do they have to know?
4. Am I knowledgeable enough of my topic to help my receivers understand it?

Persuasive Communication is an art of gaining fair and favorable considerations for our point of
view. It
a. provides a choice among options
b. advocates something through a speaker
c. uses supporting material to justify advice
d. turns the audience into agents of change
e. asks for strong audience commitment
f. gives importance to the speaker’s credibility
g. appeals to feelings
h. has higher ethical obligation.

Argumentative Communication relies heavily on sound proof and reasoning. The nature of proof
has been studied since the Golden Age of Greece and has been improved through time. According to
Aristotle, logos, ethos and pathos are the three primary forms of proof. In our time, whoever, many
scholars have confirmed the presence of a fourth dimensions of proof, mythos, which suggests that
we respond to appeals to the traditions and values of our culture and to the legends and folktales that
embody them.
Lucas(2007) claims that to avoid defective argumentation, the following must be avoided:
1. Defective evidence
 Misuse of facts
 Statistical fallacies
 Defective testimony
 Inappropriate evidence
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2. Defective Patterns of reasoning

 Evidential fallacies
o Slippery slope
o Confusing facts with opinion
o Red herring
o Myth of the mean
 Flawed proofs
 Defective arguments

C. Application
1.Have a journal of your communication activities for an entire day, making special note on
all instances in which you tried to inform, persuade or argue with someone. Choose one of those
instances and prepare a brief analysis about it. In your analysis, answer the following questions:
a. Who was the receiver of your message?
b. What was the specific purpose of your message?
c. Was the message rehearsed or arose spontaneously?
d. Were you successful in achieving your purpose?
e. If faced with the same situation again, what changes would you make to be a
better communicator?

2. Through a video, create a public service announcement regarding environmental disaster

preparedness. Employ the concepts learned about informative, argumentative, and persuasive
communication.

D. Assessment

1. What is the difference between an informative communication and a persuasive communication?

Which do you think is more challenging in terms of preparation and delivery?
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2. In a table, list essential preparations when communicating to inform, to persuade, and to argue.

To Inform To Persuade To Argue

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3. What ethical considerations must one bear in mind when informing, persuading or arguing?
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Module II: Public Speaking

Module Overview:
You have probably delivered a speech before an audience one, twice, or thrice in high school
in the forms of reporting, research presentations, or creative presentations or you might have read
Biblical passages in the church. How did the experience make feel? If the experience made you wish
to speak more in public or made you confident of yourself, then you belong to the few who do not
fear public speaking or who have overcome it. If the experience made you feel the opposite, you are
not alone. Jerry Seinfield was quoted saying:
“According to most studies, people’s number one fear is public speaking. Number two is
death. Death is number two. Does that sound right? This means to the average person, if you go to a
funeral, you’re better off in the casket than delivering the eulogy.”
Fear of public speaking is, therefore, common to most people, but despite this fact, many
have turned public speaking into their ticket to success.
“Your ability to communicate with others will account for fully 85% of your success in your
business and in your life.”

Module Outcome:
At the end of this module students are expected to:
1. compare and contrast the different modes of delivering a speech
2. deliver effectively a message to an audience

A. Activity/ Analysis
Do these statements apply to you?
1. I am excited at the thought of speaking in public.
2. I see myself speaking in public often in the future.
3. I think I can be a very good speaker.
4. The thought of public speaking terrifies me.
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5. I would avoid speaking in public as much as I can.

6. No amount of practice can make me better speaker.

Items 1, 2 and 4, 5 determine your public speaking anxiety. If you answered item 1 and 2 with a yes,
you probably have a low anxiety. If you answered items 4 and 5 with a yes, you most probably have
a high public speaking anxiety. Items 3 and 6 determine your attitude toward public speaking. If you
answered item 3 with a yes, you have a growth mindset. If you answered item 6 with a yes, you have
a closed mindset.

B. Abstraction
Public speaking is a process of speaking in a structured, deliberate manner to inform,
influence or entertain an audience.
Speech is the term used to refer to the body spoken expressions of information and ideas. A
speech may be delivered in any of the following modes: read from a manuscript, memorized and
delivered extemporaneous or impromptu. The choice of mode of speech delivery is determined by
factors such as length of preparation, complexity of message, purpose, and occasion.
Reading from a Manuscript is appropriate when the speech is long and when details are
complicated and essential such as that they need to be given completely. Reading is also appropriate
when one is asked to deliver a prepared speech on behalf of another speaker. Reading may pose the
least challenge in public speaking but the speaker may be tricked into thinking that no preparation is
needed. When a message is delivered through reading, the force, naturalness, and eye contact may be
diminished because the eyes have to travel from page to the audience and vice versa.
Memorized speech requires a speaker to commit everything to memory. This method is
excellent for short messages although it is also used for long pieces in oratorical, declamation and
other literary contests. Just like a read speech, a memorized speech also poses challenge in
naturalness. The worst experience one could have in delivering a memorized speech is to forget the
lines and fail to shift smoothly to another mode of delivery.
Extemporaneous speaking may have a short or long preparation. The speaker may use an
outline to guide him through his speech to achieve better organization and to avoid leaving out
details. But unlike reading, extemporaneous speaking necessitates the speaker to formulate his
sentences while he is speaking. Extemporaneous is a method that most lecturers and teachers use. A
good extemporaneous speaker must be spontaneous.
Impromptu means speaking at the spur of the moment. Since there is very minimal or no
time for preparation given for impromptu, the content and organization may suffer. Impromptu may
not deliver the best thought in the best way but it brings out the most natural thing to say at the
moment.

C. Application
A. Read with animation a 2-3 minute inspirational story.

B. Answer the following questions:

1. Has your attitude toward public speaking become more positive?
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State Universities and Colleges
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Mclain, Buenavista, Guimaras

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2. In a scale of 1-10 with 10 being the highest, what rating do you give yourself?
Why?
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3. in what area of public speaking do you feel need the most improvement?
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D. Assessment

A. Using the table below, compare and contrast extemporaneous speaking to/from impromptu
speaking by writing their differences in their respective columns and their similarities in the middle
column.

Impromptu Similarities Extemporaneous

Do the same for manuscript and memorized speech.

Manuscript Similarities Memorized

C. Which mode of speech delivery has the least application? Why do you say so?
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D. Which mode of speech delivery has the most application? Why do you say so?

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Module III: