RIZAL TECHNOLOGICAL UNIVERSITY

Cities of Mandaluyong and Pasig

1. What is Communication?
2. Verbal vs. Nonverbal Communication
3. Oral vs. Written Communication
4. Elements of Communication
5. Levels of Communication
6. Functions of Communication
7. Principles of Communication
8. What is Ethics?

This module presents the communication process. It describes the basic elements of the
communication process and defines concepts. It also sheds light on forms of communication and the basic
characteristics of each form.

Our ability to communicate and the different forms our communication takes are very often taken for
granted. The communication process is fundamental for human survival. It is essential to the development
of the individual, to the formation and continued existence of groups, and to the interrelations among
groups.

Read this module thoroughly to be guided and enlightened more about the discussion. An activity is
provided at the end of this module to assess your learning.

1. Describe the nature, elements, and functions of verbal and non-verbal communication in its various
and multicultural contexts.
2. Assess how communication process, principles, and ethics apply in today’s digital world

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What is Communication?

Communication is the art and process of creating and sharing ideas. Effective communication
depends on the richness of those ideas.

Communication skills, on the other hand, are tools that we use to remove barriers to effective
communication. These barriers could be things like different cultures, different expectations, different
experiences, different perspectives, or different communication styles, to name a few.

Communication is integrated into all parts of our lives:

a. Academics
- Communication skills are tied to academic success.
- Students who are good at writing and speaking perform better not only in the English
classroom but also in the content areas and all other areas of learning.
b. Professional
- Desired communication skills vary from one career to another. Being able to communicate
leads to a harmonious relationship within the organization.
c. Personal
- The skills to talk with fluency and write with efficiency lead to a person’s achievement of
his/her aspirations.
d. Civic
- Being able to communicate your ideas with different people from different backgrounds in the
community is a satisfying endeavor.

Watch: https://www.youtube.com/watch?v=JdbL7jJb3JE

VERBAL vs. NONVERBAL COMMUNICATION

Verbal communication is the use of language to transfer information through speaking or sign
language. It is one of the most common types, often used during presentations, video conferences and
phone calls, meetings, and one-on-one conversations. Verbal communication is important because it is
efficient. Verbal communication could be in two forms: ORAL and WRITTEN.

Non-verbal communication, on the other hand, does not involve the use of words. It is the use of
body language, gestures, and facial expressions to convey information to others. It can be used both
intentionally and unintentionally. For example, you might smile unintentionally when you hear a pleasing or
enjoyable idea or piece of information. Nonverbal communication is helpful when trying to understand
others’ thoughts and feelings. The 7 aspects of non-verbal communication include facial expression, eye
contact, body movements, posture, paralanguage, proxemics, and physiological changes.

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 Verbal communication is the use of words to convey a message. Some forms of verbal
communication are written and oral communication.

Written Communication Oral Communication

Definition: Definition:

Written communication is when the message is Oral Communication is the process of conveying or
transmitted in written or printed form. receiving messages with the use of spoken words.

Examples: Examples:
- Letters - Face-to-face conversations
- Texting - Speech
- Emailing - Telephone
- Social media - Radio or television
- Books
- Magazines
- The internet

Nonverbal communication is the use of body language to convey a message. Here are some
types of nonverbal communication:

1. Facial Expressions Facial expressions such as happy, sad, or angry

help you convey your message.

2. Gestures Gestures such as pointing out something you want

your listener to look at more closely is an example
of nonverbal communication that makes your
message understood.

3. Proximity Proximity pertains to how close you are to your

audience when you speak.

4. Touch Shaking an audience member’s hand or putting

your hand on his shoulder are nonverbal cues that
can affect the success of your message.

5. Eye contact Making and maintaining eye contact with an

audience when you’re verbally communicating or
listening communicates to the other party that
you’re interested and engaged in the conversation.

6. Appearance
Appearance such as your clothing, hair, and
jewelry.

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THE COMMUNICATION PROCESS

There are many communication models that can be used to describe different communication
situations visually. Here are some models that will allow us to better understand communication as a
process.

I. ARISTOTLE’S COMMUNICATION MODEL (1)

Aristotle proposed the model before 300 B.C. He found the importance of the audience's role in the
communication chain. This model is more focused on public speaking than interpersonal communication.
He also advises speakers to build speeches for different audiences at different times (occasions) and for
different effects.

Five (5) basic elements: SPEAKER, SPEECH, OCCASION, AUDIENCE, and EFFECT.

II. ARISTOTLE’S MODEL OF COMMUNICATION (2)

Aristotle defined communication (called RHETORIC in his time) as –

the faculty of observing, in any given case, the available means of
persuasion. The model shows the process that the speaker must follow to
communicate his idea or message to his intended listener. This process
involves four steps:

1. A speaker discovers some logical, emotional, and ethical proofs;

2. He arranges these materials strategically;

3. He clothes the ideas in clear, compelling words; and

4. He delivers the resulting speech appropriately.

This communication process has these elements: SPEAKER, IDEA or

MESSAGE, and an AUDIENCE or LISTENER (S). It can also be safely
assumed that there is a channel chosen – the means to carry the idea or
message across the listener; and the channel chosen is the human voice –
the public speech instrument.

The Aristotelian model is SPEAKER-CENTERED. But, of course,

during his time, the emphasis was the training of speakers – public speakers
called orators, skillful in the art of reasoning and persuasion.

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 III. SHANNON’S MODEL

This model argues that communication can be broken down into 6 key concepts: SENDER,
ENCODER, CHANNEL, NOISE, DECODER, and RECEIVER. A later version of the theory by Warren
Weaver added a 7th concept (FEEDBACK) which changed the model from a linear to a cyclical model
(Drew, 2020).

Watch: https://www.youtube.com/watch?v=-HXa320iTPY&t=11s
https://www.youtube.com/watch?v=4Z1BIeje_ko

1. Sender
The source of communication is the sender (you). In order to be a good source, you need to be
clear about the message you are sending.

Ask yourself: Do you know exactly what it is that you want to communicate? You’ll also want to be
sure you know why it is that you are communicating. What result is it that you expect?

The sender must know why the communication is necessary and what result is needed.

2. Message
The message is simply the information that you want to communicate. Without the message, there
is no cause for communicating.

3. Encoding
Encoding is the process of taking your message and transferring it into a format that can be shared
with another party. In order to encode the message properly, you have to think about what the
person will need to understand, or decode, the message.

Encoding requires knowing your audience and ensuring that your message provides all of the
information they need.

Ask yourself: Are you sharing all the information that is necessary to get the full picture? Are you
using the best form of sending it in order to ensure the best chance of the message being properly
received? Are there cultural, environmental, or language differences between you and the other
party that could cause miscommunication?

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 4. Channel
The channel is the method/s that you use to convey your message. The type of message you have
will help determine the channel that you should use. Channels include face-to-face conversations,
telephone calls or videoconferences, and written communication like emails and memos.

5. Receiver
Since you’ve thought out your message, you’ve certainly also thought about what you want the
desired result to be on the part of your listener. But it is important to realize that each person that
receives your message will be listening to it through their own individual expectations, opinions, and
perspectives. Their individual experiences will influence how your message is received.

6. Decoding
Decoding happens when you receive the message that has been sent. The communication skills
required to decode a message successfully include the ability to read and comprehend, listen
actively, or ask/clarify questions when needed.

Decoding is the process of receiving the message accurately and requires that your audience has
the means to understand the information you are sharing.

7. Feedback
Feedback lets you determine how successful you were at communicating. It also offers a chance to
adjust your communication process for the future.

8. Noise
Noise or “Barrier” refers to any interference, interruption, or distraction during the
communication process.

3 Types of Noise

1. External - A physical noise or interference caused by an outside source

2. Internal - A psychological interference caused by your thoughts
3. Semantic - Semantic noise is interference caused by misunderstanding of words

Levels of Communication

1. Intrapersonal Communication
It occurs within oneself. This is sometimes referred to as “cognitive or personal
communication, or self-talk”.
2. Interpersonal Communication
It refers to communication between two or more people. It has four forms: Dyadic, Small
Group, Public, and Mass Communication.

Functions of Communication
1. We communicate to meet ends.
2. We communicate to enhance or maintain our sense of self.
3. We communicate to fulfill our social obligations.
4. We communicate to develop relationships.
5. We communicate to exchange information.
6. We communicate to influence others.

Read: https://www.elcomblus.com/the-8-functions-of-communication/

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Principles of Communication
1. Communication is purposive.
2. Communication is continuous.
3. Communication messages vary in conscious encoding.
4. Communication is relational.
5. Communication has ethical implications.
6. Communication is learned.

The 7 Cs of Communication
1. Clear
- Make objectives clear.
- Avoid complex words and phrases.
2. Concise
- Keep it clear and to the point.
- Avoid filtering words and sentences.
3. Concrete
- Be specific, not vague.
- Use facts and figures to support your message.
4. Correct
- Avoid typographical errors and misspelled words.
- Use the right level of language.
5. Coherent
- Does your message make sense?
- Ensure it flows logically.
- Avoid covering too much.
6. Complete
- Does the message contain everything it needs to?
- Include a call to action.
7. Courteous
- Being polite builds goodwill.
- Ensure the message is tactful.

What is Ethics?

ETHICS are values that have been instilled in us. We have knowingly or unknowingly accepted
them and govern our actions. Our ethical values system is the basis for our decision-making and our basis
for communication ethics.

Considerations in Ethical Communication

1. Ethical communicators are respectful of their audience

- Consider the ideas and feelings of your audience.
2. Ethical communicators consider the consequences of their communication.
- Bear in mind that the ultimate goal of communication is to promote the common good.
- Communication must be set in a way that conflict is reduced or eliminated.
3. Ethical communicators respect the truth.
- The assumption of truth undergirds the very concept of communication itself: “An inherent
end of speech is the communication of belief: (Kupfer 118). If we cannot trust the other party,
we cannot accurately judge how to respond. If we cannot accurately judge how to respond,
then our communication becomes increasingly ineffective.

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 4. Ethical communicators use information properly.
- Communicators have the responsibility to give and acquire adequate and accurate
information.
- A respect for truth means being informed on a topic before posing any kind of authority on
the subject.
- We also need to consider the accuracy of the information and the accuracy with which we
use it.
- When we use inaccurate information to influence others, we cause difficulties for them and
for ourselves.
5. Ethical communicators do not falsify information.
- Failing to find the information useful to our goals, we make it up. This is a form of cheating:
therefore, it should, by all means, be avoided.
6. Ethical communicators respect the rights of others to information.
- A respect for the truth and ethical consideration of others also means respecting the rights of
others in regard to information and access to information.
- Collecting information is an integral part of the research process, but stealing information is
theft.

Additional Reading:

https://studiousguy.com/basic-principles-of-communication/

Effective Communication Skills. MTD Training. Retrieved from

https://www.healthknowledge.org.uk/public-health-textbook/organisation-management/5a-understanding-itd
/effective-communication

7 Principles of Communication – Explained! (2015, May 15). Retrieved September 1, 2021, from
https://www.yourarticlelibrary.com/management/communication/7-
principles-of-communication-explained/53333
Agustin, Racquel, et.al. Communication in Multicultural Contexts: Meanings and Purposes. Panday-Lahi
Publishing, Inc. 2018.
Chase, R. & Shamo S. (2013) Elements of Effective Communication, 4th ed. Washington, Utah: Plain and
Precious Publishing
Drew, C. (2020). Shannon-Weaver Model of Communication | 7 Key Concepts (2020). Retrieved
September 1, 2021, from https://helpfulprofessor.com/shannon-weaver-
model/#:~:text=The%20Shannon%20and%20Weaver%20Model,noise%2C%20deco
der%2C%20and%20receiver.&text=The%20model%20is%20also%20known,perso
n%20who%20developed%20the%20theory.
The Communication Process. Retrieved from https://www.cliffsnotes.com/study-
guides/principles-of-management/communication-and-interpersonal-skills/the- communication-process

Video “What is Communication?” https://www.youtube.com/watch?v=JdbL7jJb3JE

Video “Verbal and Nonverbal communication” https://www.youtube.com/watch?v=Nhg1_6NdDfo

Video “Communication Cycle” https://www.youtube.com/watch?v=4Z1Bleje_ko

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 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

1. What is Globalization?
2. Types of Globalization
3. Strategies to Become Effective Communicator
4. Ethics Across Cultures
5. Communication Approach to Intercultural Communication
6. Barriers to Intercultural Communication
7. Characteristics of Intercultural Communication

This module talks about intercultural communication and globalization. It defines globalization and
its types, the strategies to become effective communicators, ethics across cultures, communication
approach to intercultural communication, barriers to intercultural communication, and characteristics of
intercultural communication.

Communication has since been increasingly global, blurring national boundaries. The ability to
communicate effectively in a global context and a general understanding of the differences in conducting
communication from one country to another or from one culture to another helps avoid miscommunication.

People’s beliefs and experiences influence their view of the world and the values, beliefs, and
behavior patterns assumed to be good.

Read this module thoroughly to be guided and enlightened more of the discussion. An activity is
provided at the end of this module to assess your learning.

1. Explain how cultural and global issues affect communication

2. Appreciate the impact of communication on society and the world.

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What is Globalization?

Globalization is a process of interaction and integration among people, companies, and

governments of different nations, a process driven by international trade and investment and aided by
information technology. This process has effects on the environment, culture, political systems, economic
development and prosperity, and human physical well-being in societies around the world.

In simple terms, globalization means the speedup of movements and exchanges (of human beings,
goods, and services, capital, technologies, or cultural practices) all over the planet. One of the effects of
globalization is that it promotes and increases interactions between different regions and populations
around the globe.
Due to globalization, the more you become exposed to diversity--- the valuing of the uniqueness of
differences in gender preference, color, age, religion, affiliation, ethnicity, education, social, economic
status, and political beliefs.

Watch: https://www.youtube.com/watch?v=JJ0nFD19eT8

Types of Globalization

1. Financial Globalization Financial globalization means the integration of financial markets of

all countries of the world into one. It is the world’s allocation of money
leading to the exchange of services and goods.

Stock markets are a great example of the financially connected

global world since when one stock market has a decline, it affects
other markets negatively as well as the economy as a whole.

2. Economic Globalization The development of trade systems within transnational actors such
as corporations or NGOs

3. Technological Refers to the spread of technologies across borders and around the
Globalization world. This includes both:
1. The spread of technological knowledge (how to create
technology)
2. The literal movement of technology around the world (trade-in
technological goods.)

4. Political Globalization It refers to the development and growing influence of international

organizations such as the UN or WHO means governmental action
takes place at an international level.

5. Cultural Globalization refers to the interpenetration of cultures which, as a consequence,

means nations adopt principles, beliefs, and costumes of other
nations, losing their unique culture to a unique, globalized
supra-culture.

6. Sociological Globalization refers to the sharing of ideas and information between and through
different countries. In today's world, the Internet and social media are
at the heart of this. Good examples of social globalization could

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 include internationally popular films, books, and TV series.

7. Ecological Globalization Accounts for the idea of considering planet Earth as a single global
entity – a common good all societies should protect since the
weather affects everyone and we are all protected by the same
atmosphere.

8. Geographical refers to the new organization and hierarchy of different regions of

Globalization the world that are constantly changing. As an example, migration to
major cities and first-world countries has increased during the period
of Globalization.

Impacts of Globalization in Communication

1. Virtual Interaction Globalization has introduced virtual communication and collaboration.

2. Cultural Awareness Even when two people are speaking the same language, cultural
in Speech differences can affect vocabulary, colloquial expressions, voice tone, and
taboo topics.

3. Cultural Awareness Refers to the understanding of acceptable speaking distances, conflict

in Body Language styles, eye contact, and posture in different cultures, accepting that the
physical expressions of their own culture are not universally accepted.

4. Time Differences The advent of global collaboration introduces another new dynamic to
communication skills -- the need to communicate and share information
with people across several time zones.

Strategies to Become an Effective Global Communicator:

❖ Review communication principles.
❖ Analyze the message received.
❖ Be open to accepting other cultures
❖ Learn about cultures and apply what is learned.
❖ Consider language needs.

Ethics Across Cultures (Kale, 1997)

● Ethical communicators address people of other cultures with the same respect that they would like
to receive themselves. Intercultural communicators should not demean or belittle the cultural
identity of others through verbal or non-verbal communication.
● Ethical communicators seek to describe the world as they perceive it as accurately as possible.
What is perceived to be the truth may vary from one culture to another, truth is socially constructed.
This principle means that ethical communicators do not deliberately mislead or deceive.
● Ethical communicators encourage people of other cultures to express themselves in their
uniqueness. This principle respects the right of people to express themselves regardless of how
popular or unpopular their ideas may be.
● Ethical communicators strive for identification with people of other cultures. Intercultural
communicators should emphasize the commonalities of cultural beliefs and values rather than their
differences.

Communication Approach to Intercultural Communication

Intercultural communication is the exchange of information between individuals who are unalike

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culturally. Being an effective communicator means interacting positively with people from various racial,
ethnic, and cultural backgrounds.

1. Personality Strength The main personal traits that affect intercultural communication are
self-concept, self-disclosure, self-monitoring, and social relaxation.

2. Communication Skills Individuals must be competent in verbal and non-verbal behaviors.

Intercultural communication skills require message skills, behavioral
flexibility, interaction management, and social skills.

3. Psychological Effective communicators must be able to handle the feelings of “culture

Adjustment shock” such as frustration, stress, and alienation in ambiguous situations
caused by new environments.

4. Cultural Awareness Individuals must understand the social customs and the social system of
the host culture. Understanding how people think and behave is
essential for effective communication with them.

Barriers to Intercultural Communication

1. Anxiety - Anxiety is usually defined as a state of the human condition

where a person has a feeling of unease and nervousness. It is
even sometimes associated with the feeling of an unrealistic
fear.

2. Assuming similarities - Sometimes people assume that two cultures are not different,
instead of differences but are similar in their nature.
- This is not always true as people from different cultures have
different preferences. The preference of a person or a group of
people does not reflect the entire culture.

3. Ethnocentrism The “US vs THEM” mentality.

- Ethnocentrism is a perception that an individual has for
someone else’s culture and heritage as being inferior to his or
her own culture and heritage.
- Ethnocentrism happens when we implicitly believe our way of
doing things and seeing things is the right and only way. As a
result, we negatively judge behaviors that don’t conform to our
world vision.
- We perceive others' behavior as odd and improper.

4. Stereotyping - To believe unfairly that all people or things with a particular

characteristic are the same.
- Individuals are unique; you can never predict a person’s
behavior based on his or her nationality.

5. Prejudice - Prejudice is another notable and important barrier to

cross-cultural communication. Prejudice refers to irrational
judgments passed on certain groups or individuals.
- It refers to a primary negative perception created by individuals
on the basis of race, ethnicity, religion, cast,e or language.

6. Motivation - Motivation refers to the root of a person’s desire to foster

intercultural relationships and can be intrinsic or extrinsic
(Martin & Nakayama, 2010).
- If a person has a healthy curiosity that drives him or her toward

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 intercultural encounters in order to learn more about self and
others, then there is a foundation from which to build additional
competence-relevant attitudes and skills. This intrinsic
motivation makes intercultural communication a voluntary,
rewarding, and lifelong learning process.

7. Tolerance to ambiguity - Refers to an individual’s attitude about and level of comfort in

uncertain situations (Martin & Nakayama, 2010). Some people
perform better in uncertain situations than others, and
intercultural encounters often bring up uncertainty. Whether
communicating with someone of a different gender, race, or
nationality, we are often wondering what we should or shouldn’t
do or say.

8. Open-mindedness - An open-minded person is willing to dispassionately receive

the ideas and opinions of others.
- Open-minded people are aware of their own cultural values
and recognize that other people’s values are different.

9. Knowledge and Skill - Intercultural communications skills are those required to

communicate or share information with people from other
cultures and social groups. It also requires an understanding
that different cultures have different customs, standards, social
norms, and even thought patterns.
- Good intercultural communications skills require a willingness
to accept differences and adapt to them.
1. Passive Observation
- Watching the communication behaviors used by
members of a particular culture
- Notice how their values, rituals, and communication
styles are similar to and different from your own and
other cultures with which you are familiar.
2. Active Strategies
- Learn and read about other cultures.
- Immerse yourself in the culture. You can learn a great
deal about another culture by actively participating in it.
3. Self-disclosure
- The process of communication by which one person
reveals information about themself to another. The
information can be descriptive or evaluative and can
include thoughts, feelings, aspirations, goals, failures,
successes, fears, and dreams, as well as one's likes,
dislikes, and favorites.

Watch: https://www.youtube.com/results?search.query=connected+but+alone

DID YOU KNOW?

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Agustin, Racquel, et.al. Communication in Multicultural Contexts: Meanings and Purposes. Panday-Lahi Publishing, Inc. 2018

Wakat, Geraldine S. et.al., Purposive Communication. Lorimar Publishing, Inc.,2018

Article "Communication and Globalization- A Challenge for Public Policy" by Marc Raboy

Eight Types of Globalization https://slideplayer.com/slide/15024256/

Video "Connected but Alone?" in TED Talk https://www.youtube.com/results?search.query=connected+but+alone

Video “Globalization” https://www.youtube.com/watch?v=JJ0nFD19eT8

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 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

1. What is Intercultural Communication?

2. Forms of Intercultural Communication
3. Improving Intercultural Competence
4. Varieties of Language
5. Characteristics of Spoken Language
6. Spoken and Written Language
7. Culturally Responsive, Engaging, and Appropriate Language
8. Culturally (In)Appropriate Images
9. Cultural Sensitivity

This module talks about intercultural communication as well as its varieties. It talks about the forms
of intercultural communication, improving intercultural competence, varieties of language, characteristics of
spoken and written language, forms or types of spoken language, types of words, and ways how to choose
appropriate language, political correctness, and culturally (in) appropriate images.

Living in a globalized world, you encounter people with diverse cultural backgrounds. Such
interaction occurs 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.

Read this module thoroughly to be guided and enlightened more about the discussion. An activity is
provided at the end of this module to assess your learning.

1
1. Determine culturally appropriate terms, expressions, and images (sensitivity to gender, race, class, etc.)
2. Adopt cultural and intercultural awareness and sensitivity in the communication of ideas.

Intercultural Communication VS. Intracultural Communication

Jandt (1998) introduced intercultural and intracultural communication. Intercultural Communication

refers to interaction with people from diverse cultures. On the other hand, Intracultural Communication is
the interaction between or among members of the same racial or ethnic group or co-culture.

Forms of Intercultural Communication

● Interracial Communication
○ It refers to the interaction of people belonging to different races.
● Interethnic Communication
○ It is the interaction among people of different ethnic origins.
● International Communication
○ It is the interaction between representatives from different nations.

Improving Intercultural Competence

The following guidelines may help you enhance your ability to communicate effectively across cultures
(Gamble & Gamble, 2008).

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.

Varieties of Language

Lin (2016) presents the following nature of language variation as prescribed by most linguists based
on the ideas of Mahboob (2014).

1. Language varies when communicating with people within (local) and outside (global) our
community.
2. Language varies in speaking and in writing.
3. Language varies in everyday and specialized discourses

Also called “lects”, these refer to the different variants of a language that can be sufficiently
delimited from one another in terms of social, historical, or geo-spatial factors, thus forming language
clusters.
In addition, language varieties may also be grouped into the following classifications:
a) Pidgin – It refers to a new language that develops into situations where speakers of different
languages need to communicate but do not share a common language. Examples are Chavacano
in the Philippines and Bislama, a language spoken in Banuatu.

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 b) Creole – It is a pidgin that becomes the first language of the children or the mother tongue of a
certain community. Examples are the Gullah and the Patwa in Jamaica.
c) Regional Dialect – It is not a language that is not distinct from a national language, but rather a
variety of a language spoken in a particular area of a country. Examples are Cebuano, Waray,
Ilocano, and Hiligayon in the Philippines.
d) Minority Dialect – This is a variety used as a marker of identity, usually alongside a standard
variety, by the members of a particular minority ethnic group. Examples are the Sinama of the
Badjaos in the Philippines and the London-Jamaican variety in Britain.
e) Indigenized Varieties – These are spoken mainly as second languages in former colonies with
multilingual populations. A classic example is Singlish (or Singaporean English)
Characteristics of Spoken Language

The situation in which the spoken variety of language is used and in which it develops presupposes
the presence of an interlocutor.

● The spoken language is mostly maintained in the form of a dialogue

● The spoken language utilizes the human voice and all kinds of gestures which give additional
information.
● The spoken language is spontaneous but momentary. It vanishes after having fulfilled its purpose,
which is to communicate the thought, no matter how trivial or important.
● The spoken language cannot be detached from the user of it.
● The spoken language widely uses intensifying words. These are interjections and words with strong
emotive meanings, such as oaths, swear words, and adjectives that have lost their primary
meaning.
● The spoken language is characterized by the insertion into the utterance of words without any
meaning, which is called “fill-ups” or empty words such as “well”, “and all”, “so to say”, “whatever”,
etc.

Varieties of Spoken Language

Language varies when communicating with people within (local) and outside (global) our
community. There are five types of spoken language.

Spoken Language Examples

1. Interactional - It is used for having a social

function. This makes use of an informal
type of speech that aims to develop
relationships between interlocutors.

2. Referential - It is providing the listener with

some information referring to objects or
abstract concepts. The speaker assumes
that the listener has knowledge of the
matter at hand. In return, the listener has to
know the context before they can

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 understand the references.

3. Expressive - It is showing the speaker’s

judgments or feelings about a person,
event, or situation.

4. Transactional - It is used for getting

information or making a deal. It has a
specific purpose and is driven by needs and
wants rather than sociability. Unlike
interactional language, transactional spoken
language has its intention to achieve a
give-and-take relationship between the
speaker and the listener. Here, a specific
query is a given specific answer.

5. Phatic - It means engaging in small, plain

talk. The speaker and listener use a
minimal amount of language to engage in
the conversation. This spoken language
variety poses familiarity of the topic and
context between the speaker and the
listener.

Characteristics of Written Language

● The written variety presupposes the absence of an interlocutor.

● The written language is mostly maintained in the form of a monologue.
● The written language is more carefully organized and more explanatory. Most often, the word choice
is more deliberate.
● The written language is able to live forever with the idea it expresses.
● The written language can be detached and objectively looked at. The writer has an opportunity to
correct and improve what has been put on paper.
● The written language bears a greater volume of responsibility than its spoken counterpart.

Written Language Examples

1. Formal - Formal language is less personal Contractions

than informal language. It is used when Informal:
writing for professional or academic I donʼt believe that the results are accurate.
purposes like university assignments. Formal:
Formal language does not use The results are not believed to be accurate.
colloquialisms, contractions, or first-person
pronouns such as ‘I’ or ‘We’. Phrasal verbs
Informal:
The balloon was blown up for the experiment.
Formal:
The balloon was inflated for the experiment.

2. Informal - Informal language is more Slang/Colloquialism

casual and spontaneous. It is used when Informal:
communicating with friends or family either Lecturers still count on students to use the correct

4
 in writing or in conversation. It is used when grammar or punctuation in essays.
writing personal emails, text messages, and Formal: Lecturers expect students to use correct
in business correspondence. The tone of grammar and punctuation in essays
informal language is more personal than
formal language. First-person pronouns
Informal:
During the interview, I asked students about their
experiences.
Formal:
During the interview, students were asked about
their experiences

Spoken and Written Language

Both varieties, however, may be different in terms of their phonetics, morphology, lexicon, and
syntax. Yet, the most striking difference between spoken and written language is in the vocabulary used.
There are words and phrases typically colloquial, on the one hand, and typically bookish, on the other hand.
If colloquial words and phrases find their way into the written language, they immediately produce a marked
stylistic effect and can be used for speech characterization.

Types of Words Forms/Types of Spoken and Written Language

Culturally Responsive, Engaging, and Appropriate Language

“Calling an illegal alien an undocumented immigrant is like calling a drug dealer an undocumented
pharmacist.” – Anon

The choice of words is a powerful strategy in communication. When Confucius said, “when words
lose their meanings, people lose their freedom”, the control of language is an essential tool for engaging
and responsive communication. Hence, cultural appropriateness of language is conforming to a culture’s
acceptable expressions and standards of behavior and thoughts. This is referred to as “POLITICAL
CORRECTNESS”.

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Some Important Terms to Know:

Cultural Awareness Cultural Awareness is knowing that there are multiple different cultures –
and based on religion, ethnicity, nationality, and other factors- that have different
Cultural Sensitivity attitudes and outlooks.
Cultural sensitivity involves accepting those differences without insisting your
own culture is better, or that everyone should do it your way (Sherman,
2018).

Cultural Appropriation Cultural Appropriation of images is the adoption of the iconography of another
culture and using it for purposes that are unintended by the original culture or
even offensive to that culture’s mores. This poses deeper concerns and
issues of communication in which the origin of that particular culture gets
offended.

Gender Sensitivity Gender Sensitivity refers to the aim of understanding and taking account of
the societal and cultural factors involved in gender-based exclusion and
discrimination in the most diverse spheres of public and private life.

Gender-sensitive Gender-sensitive language is the realization of gender equality in written and

Language spoken language. It is attained when women and men and those who do not
conform to the binary gender system are made visible and addressed in
language as persons of equal value, dignity, integrity, and respect.

Political Correctness Political correctness is used to describe language, policies, or measures that
are intended to avoid offense or disadvantage to members of particular
groups in society.

How to Choose Appropriate Language

1. Notice and reflect on disrespectful language, thoughts, and actions.

2. Respect people of different races.
3. Use language that includes the LGBTQIA+ people.
4. Avoid exclusionary, gender-specific language.
5. Avoid using explicitly religious terms in mixed-religious companies.
6. Avoid expressions that devalue people with physical or mental disabilities.
7. Refrain from language that groups people into one large category.

Cultural Awareness and Sensitivity Guidelines

1. View human differences 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;

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 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;
9. Take any opportunity to put yourself in places where you can learn about differences and create
relationships;
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.

Gender-sensitive Language

Language plays an important role in achieving more effective communication. Using appropriate
terms also avoids conflicts and misunderstandings.

Gender biased Bias-free

forefathers ancestors

Man-made, mankind artificial, humanity

common man average/ordinary person

chairman chair, chairperson, coordinator

freshman first-year student

manpower human resources

congressman legislator, representative

mail-man, postman mail carrier, letter carrier, postal worker

businessman, salesman business person, sales representative

man person, individual

policeman police officer

waiter/waitress, authoress, stewardess Server, author, flight attendant

Political Correctness

Political correctness has an important purpose: it promotes equality by demonstrating an

understanding that all people and groups are valuable to society regardless of race, culture, religion,
gender, or sexual orientation.

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Biased Bias-free

Cheating, dishonest academic dishonesty, ethnically disoriented

ugly aesthetically challenged

negra black

bald comb-free

disabled differently abled

drug addict drug-dependent

broken home/family dysfunctional family

poor economically marginalized

old elderly, senior

deaf hearing impaired

squatters informal settlers

mental retardation intellectual disability, intellectual development

disorder

body odor nondiscretionary fragrance

homeless outdoor urban

fat people of mass

pervert sexually dysfunctional

psychopath socially misaligned

computer illiterate technologically challenged

short, blind vertically challenged, visually challenged

8
Cultural Appropriation

How well can you detect culturally inappropriate images and illustrations?
Take a close look at the images below.

What are your observations on the images presented above?

DID YOU KNOW?

Effective Communication Skills. MTD Training. Retrieved from

https://www.healthknowledge.org.uk/public-health-textbook/organisation-management/5a-understanding-itd
/effective-communication

Luksire. (2020, August 27). (Purposive Communication) Unit 1- Communication Processes, Principles and
Ethics [Video]. Youtube. https://www.youtube.com/watch?v=REXmob7TX8k

https://prezi.com/p/l6jdzmonfl9b/local-and-global-communication-in-multicultural-setting/

https://www.slideshare.net/RyanBuer/local-and-global-communication-in-multicultural-setting

Agustin, Racquel, et.al. Communication in Multicultural Contexts: Meanings and Purposes. Panday-Lahi
Publishing, Inc. 2018

Wakat, Geraldine S. et.al., Purposive Communication. Lorimar Publishing, Inc.,2018

9
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

1. What is the Message?

2. What is the Purpose of the Message?
3. The Reader and the Audience
4. What do we do with Messages?
5. Factors Affecting Varied Interpretation of Texts
6. Ways Used to Convey Messages from Various Texts Read
7. The Target Audience
8. Key Concepts of Media Literacy

This module talks about evaluating messages and images. It discusses the different components of
evaluating messages such as identifying what is the message, its purpose, ways used to convey
messages, and the target audience.

Nowadays, the communication world continually requires us, sources of messages to decide quickly
and send messages rapidly. According to Brantley and Miller (2007), research has shown that people who
prepare and send effective messages are able to: understand the importance of the communication cycle;
and incorporate the principles of effective communication into their responses to other people’s messages.
Therefore, the true secret in sending messages effectively relies on how the source conveys his ideas
using different platforms that will suit his target audience, whether in local or global settings. Moreover, he
should embrace awareness of the context in presenting his ideas to achieve willingness and enhance the
listening, reading, and viewing skills of his audience.

Read this module thoroughly to be guided and enlightened more of the discussion. An activity is
provided at the end of this module to assess your learning.

1. Evaluate multimodal texts critically to enhance receptive (listening,

reading, viewing) skills.
2. Convey ideas through oral, audio-visual, and/or web-based presentations for different target
audiences in local and global settings using appropriate registers.

1
 3. Adopt awareness of audience and context in presenting ideas.

What is the Message?

The message is one of the elements that gives information and ideas to its intended receiver or
audience. In rhetorical studies and communication studies, the message is the information conveyed by: (a)
words (in speech or writing, and/or (b) other signs and symbols (Nordquist, R., 2017). Therefore, messages
whether verbal or nonverbal or both, make up the content of the communication process. The source or
sender starts the process by conveying the message to a receiver (cited in Nordquist, Richard “message
communication”).

● Verbal and Nonverbal Content

Verbal and nonverbal content are both parts of the information that is transferred in a
message. Verbal content refers to written or spoken words, emails, text messages, phone
calls, snail mail, skywriting, etc. Nonverbal content, on the other hand, refers to meaningful
behavior beyond words such as body movement and gestures, eye contact, artifacts,
clothing, vocal variety, touch, timing, etc.

● Messages in Classical Rhetoric

“Both Cicero and Quintilian accepted the Aristotelian Notion that a rhetorical message
consists of effective use of logical (logos), ethical (ethos), and pathetic proof (pathos). The
rhetoric who has command of these three persuasive strategies is in a good position to
motivate an audience.” (J.L Golden et.al. The Rhetoric of Western Thought, 8th ed. Kendall
Hunt, 2003).

● Messages in the Media

“A well-defined message has two key components. First, it is simple, direct, and concise.
Second, it defines the issues on your own terms and in your own words.

(Peter Obstler, “Working With the Media”. Fighting Toxics: A Manual for Protecting Your
Family, Community, and Workplace, ed. By Gary Cohen and John O’Connor. Island Press,
19990)

“People who are highly media literate are able to see much more in a given message. They
are more aware of the levels of meaning. This enhances understanding. They are more in
charge of programming their own mental codes. This enhances control. They are much more
likely to get what they want from the messages. This enhances appreciation. Thus, people
operating at higher levels of media literacy fulfill the goals of higher understanding, control,
and appreciation”. (W. James Potter, Media Literacy, 4th ed. Sage, 2008)

What is the Purpose of the Message?

According to Jennifer Lombardo, MUD school instructor, and freelance artist, “determining the
purpose of your message is the first step in deciding what you want to say and how you want to say it.

2
Once you have the goal selected, it is easy to tailor the message in order to reach your audience. It is
essential to choose whether to inform, persuade, or offer goodwill via a message in the workplace”.

Informative Message Goodwill Message Persuasive Message

➢ to influence ➢ to show a sense of ➢ to convince another

understanding; to make it kindness, friendliness, person or group to take
clearer or more gratitude, regret, certain specific actions.
developed. sympathy, ➢ It should be as specific as
➢ The message should be congratulations, possible and the purpose
very clear, straight to the invitations, and should be observable and
point, and easy to appreciation. measurable.
understand

The Reader and The Audience

Both the reader and the audience are receivers of the message. However, they differ in the source
and the way they receive messages. A reader interprets written messages by reading aloud or by eyes. On
the other hand, the audience receives messages by listening to oral messages.

The reader of any text plays a vital role in providing interpretations concerning what has been read.
Interpretation of the text is done through seeing the relationships of the elements presented. You may
accept or reject a text depending on its effect on you. There are instances that you respond based on your
emotions and some would do this based on their intellect.

What do we do with Messages?

Messages come from the texts being read. These could be evaluated by the readers in different
ways; hence, they begin to have different levels of reading comprehension.

Messages may also come from different materials such as printed texts (i.e., magazines, articles,
newspapers, journals, research, books, and the like) and online texts. These may be shown in different
ways and may be given various interpretations based on their presentations.

CRITICAL READING: Reading Comprehension

Reading comprehension is the process that involves thinking, teaching, past experiences, and knowledge.
Critical literacy is the highest level of comprehension. It is the process of making evaluations or judgments
when experiencing “print, non-print, image-based, and verbal” communication (Phelps, 2002).

Steps to becoming a critical reader:

1. Prepare to become a part of the writer’s audience.

2. Prepare to read with an open mind.
3. Consider the title.
4. Read slowly.
5. Use the dictionary and other appropriate reference works.
6. Make notes.
7. Keep a reading journal.

3
 The 3 Processes of Reading

Bottom-Up Top Down Interactive

• Text to Mind (only • Mind to Text (incorporation • Combination of Bottom-Up

interpreting what the reader of the reader’s prior and Top-Down
understands from the knowledge of the text) • The reader already has
material) • Background idea about the prior knowledge about
• All the understanding comes topic of the text. some parts of the text and is
from the text. still able to gain new
knowledge.

Reading Strategies

1. Previewing Begin with a general idea of what the passage is about.

To preview,
● read the title
● read the first sentence of each paragraph
● read the last sentence of the passage

2. Reading for By reading for main ideas, you identify the point of view of the author.
Main Ideas

3. Use context A context is a combination of vocabulary and grammar that surrounds a word.
clues for Context helps you make a general prediction about meaning. Context can be
vocabulary a sentence or a paragraph or a passage.

4. Scanning for Find important content words. Let your eyes travel through the passage for the
details same content word or synonyms of the words. Content words are usually
nouns, verbs, or adjectives. They are called content words because they
contain the content of the sentence.

5. Making In reading a passage, you will find a direct statement of a fact. That is called
Inferences evidence. Then, you will need to use the evidence to make an inference. An
inference is a logical conclusion based on evidence. It can be about a
passage itself or the author’s viewpoint.

6. Drawing A conclusion refers to information that is implied or inferred. This means that
Conclusions the information is not clearly stated in the text.

CRITICAL VIEWING: Messages in the Media

A well-defined message has two key components: 1. simple, direct, and concise, and 2. define the
issues on your own terms and in your own words.

Visual literacy is reading the text whereas critical visual literacy is reading beyond the text.

A critical visual reader:

● Analyzes texts and looks at intentions, points of view, and biases
● Evaluates the texts’ socio-political context
● Reads what images and passages are saying: what messages they are suggesting, and how they
are shaped to influence the attitudes, values, and beliefs of readers
● Identifies bias in words and expressions
● Recognizes stereotypes in pictures and images

4
 ● Understands symbols
● analyzes/evaluates assumptions, beliefs, and practices

Factors Affecting Varied Interpretation of Texts

● Social Environment
● Home Environment
● Cultural Environment
● Experiences
● Intellectual Level
● Language Differences

Ways Used to Convey Messages from Various Texts Read

There are different ways by which we can interpret messages from various texts and these ways
may also vary based on our level of understanding. For example, kids would interpret the meaning of a
story based on images that they see in the text. In this time when everybody has been facing globalization,
kids normally look for pictures, graphs, charts, or symbols since most of them are visual/ global learners.
Hence, the use of images would be very useful in writing to elicit a number of responses from them.

This also applies to students at the higher level. Sometimes, they prefer to see and get the meaning
of a text through images. These students are considered global learners - those who can analyze things
through illustrations.

They would probably choose reading materials that are presented below:

In addition, readers may also use images as symbols of how they understand the meaning of a text.
They give responses through pictures. When we ask them to describe their families, one of them may get a
family picture to tell us how his/her family looks.

For youngsters who are inclined to use social media, one way by which they can interpret a text, or
any observation is through their own stories.

Stories can help clarify key values and also help demonstrate how certain tasks are performed
within an organization. With this, their interpretations of things may also be sent and delivered to other
people through social media sites. There are instances that they include a photo to give emphasis.

5
 People use images of objects which they want to emphasize or sometimes, things that they want to
advertise. Visual narratives are also being created by many of these readers/ interpretations/ presenters.
These have also been used in Semiotics, as mentioned by Molnar (2011).

The Target Audience

We normally consider our audience whenever we write a letter, a book, or any scholarly material.
Yes, we find it difficult to begin writing due to a lack of appropriate vocabulary of terms to be used but this
would be easier if we become specific to our target audience.

As cited by Kranz (2007), knowing the audience will also help to determine the degree of formality
with which we should write. He added that knowing who we are writing for should dictate whether to use
conventions like contractions for informal writing or those mechanics for formal/ technical writing.

The messages which we would like to deliver should fit the target audience of the material. With
this, we should have knowledge about their backgrounds; hence, they would understand the material that
we prepared.

6
Love your Audience

Different ways to help them understand your message (Everse, 2011)

● Keep the message simple, but deep in meaning.

● Inspire, educate, and reinforce them.
● Use 21st-century media and be unexpected

Key Concepts of Media Literacy

Media Literacy is the ability to “critically consume and create media” in order to “better understand
the complex messages we receive from the internet and other forms of media. The key concepts of the
Media Literacy framework serve as a basis for developing a critical understanding of the content of mass
media, the techniques used, and the impact of these techniques. Also, these key concepts can be very
helpful in the construction of media texts for different purposes.

The term “text” includes any form of written, spoken, or media work conveying meaning to an
audience. Text may use words, graphics, sounds, and images in presenting the information. It may be in
oral, print, visual, or electronic form.

Kids normally look for pictures, graphs, charts, or symbols since most of them are visual/ global
learners. Global learners are those who can analyze through illustrations.

KEY CONCEPTS GUIDE QUESTIONS IN MEDIA TEXT ANALYSIS

1. All media messages are constructed. a. What is the message of the text?
b. How effectively does it represent reality?
How is the message constructed?

2. Media have embedded values and a. What lifestyles, values, and points of view are represented in
points of view. the text?
b. Who or what is missing?
3. Each person interprets the message a. What message do you perceive from the text?
differently. b. How might others understand it differently? Why?

4. Media have commercial, ideological, a. What is the purpose of the text?

or political interests. b. Who is the target audience of the text?
c. Who might be disadvantaged?
d. Who created the text and why?
5. Media messages are constructed a. What techniques are used and why?
using a creative language having its b. How effective are the techniques in supporting the messages
own rules. or themes of the text?
c. What are the other ways of presenting the message?

7
Principles, theories and methods of effective communication (written and oral) in general, and in a management
context. (2017, February 15). Health Knowledge.
https://www.healthknowledge.org.uk/public-health-textbook/organisation-management/5a-understanding-t
d/effective-communication

Luksire. (2020, August 27). (Purposive Communication) Unit 1- Communication Processes, Principles and Ethics
[Video]. Youtube. https://www.youtube.com/watch?v=REXmob7TX8k

Local and Global Communication in Multicultural Setting. (n.d.). Prezi.com.

https://prezi.com/p/l6jdzmonfl9b/local-and-global-communication-in-multicultural-setting

RyanBuer. (2019, December 2). Local and Global Communication in Multicultural Setting.
https://www.slideshare.net/RyanBuer/local-and-global-communication-in-multicultural-setting

Agustin, Racquel, et.al. Communication in Multicultural Contexts: Meanings and Purposes.

Panday-Lahi Publishing, Inc. 2018

Wakat, Geraldine S. et.al., Purposive Communication. Lorimar Publishing, Inc.,2018

Mindspace Intuition. (n.d.). Mindspace Intuition. Retrieved October 16, 2023, from
https://mindspaceintuition.files.wordpress.com