MODULE 1

UNDERSTANDING THE COMMUNICATION PROCESS,

PRINCIPLES & ETHICS

At the end of this module, the students must have:

a) described intelligently what communication process is all about, its principles

and ethics;
b) recalled and discussed briefly the elements of communication process;
c) described the nature, elements, and functions of verbal and non-verbal
communication in various and multicultural contexts;
d) explained substantially the significance of communication towards globalization;
e) appraised how cultural and global issues affect communication.
 Lesson 1

COMMUNICATION: ITS PRINCIPLES AND ETHICS

At the end of the lesson, the students must be able to:

a) define communication;
b) explain the meaning of communication through an illustration;
c) recognize the importance of communication in the personal and academic life;
d) differentiate Linear, Interactive, and Transactional models of communication;
e) identify the principles of communication;
f) explain how ethics is observed in communicating with other people.

Introduction

Hi! How was your experience communicating with somebody in your house or in
your community today? Were you able to attain your goal of getting the correct
response from the person you’re talking with?

Communication is fundamental to your existence and survival. As a person,

you create and share ideas, information, views, facts, feelings, to others to reach a
common understanding. However, do you believe that communication is not just simply
an act of sending and receiving a message between two or more persons?

Let’s Get Started!

Activity 1: Effective Communication

Read the statement of speaker A in the dialogue and answer the questions that
follow. Write your answer on the space provided.

“I know that you believe you

understand what you think I said, What??
but I am not sure you realize that
what you heard is not what I
meant!”

Sender Receiver

1. What does the sender convey in his message?

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2. Describe how communication had taken place between the sender and the receiver.
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3. Do you believe that communication does not only involve sending and receiving
of the message? Explain.
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4. What do you think are the factors that need to be considered in a communication situation?
________________________________________________________________
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Let’s Learn!

In Activity 1, you have seen that communication is not just merely sending and
receiving of the message. It is more than that. Effective communication is sending a
message in such a way that the recipient is able to fully comprehend what he
received

Effective communication is a dialogue much like a two-way street. There is a

constant coming in and going out of information in order to reach understanding. Thus,
the goal of effective communication is to send a message with the intention of
informing, inspiring or questioning, with the message fully understood by the
recipient. Source: https://bizfluent.com/about-6659983-goal-effective-communication.html

Communication, then, is an interconnected process of sending, receiving

and understanding messages.

Let’s Do this!

Activity 2: What Communication is

Analyze the communication situation below then come up with your own
definition of Communication. In your definition, you have to mention all the elements
found in the picture. Your answer must not be more than 20 words. Write your answer
on the space provided.
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Activity 3: Models of Communication

There are different models of communication. The communication situation in
Activity 2 is an illustration of an Interactive Model. In this model, communication is 2-
way. There is a MESSAGE EXCHANGE and it includes FEEDBACK aside from sender,
message, channel, and receiver. To learn more about the different models of
communication as well as its principles, please open the link
https://www.youtube.com/watch?v=kkwAJmnS0Oo and do the following activities.

Identify what model of communication is being represented by the following

communication situations. Write Linear, Interactive, Transactional on the space
provided.
___________________1. Reading the news
___________________2. Watching your favourite show on TV
___________________3. Debate
___________________4. Listening to a radio drama
___________________5. Job interview

Activity 4: Principles of Communication

Give one example for each of the following principles of communication. Your
answers may only be in phrases. Write your answer on the space provided. Maximum
of 5 words per line only.
1. Communication can be intentional or unintentional.
 ________________________________________________________________
2. It is impossible not to communicate. (You cannot not communicate)
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3. Communication is irreversible.
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4. Communication is unrepeatable.
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5. Communication is contextual.
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Activity 5: Ethical Communication

What is ethical communication?

Ethics is the study of values and morals of what is right and wrong. To be
an ethical communicator means to practice being truthful, honest and accurate in
communications. Ethical communication entails the accepting and understanding of
three key elements: "What one hopes to achieve through the communication (the ends),
how one chooses to communicate (the means), and the “real-world” outcomes (the
consequences) of communication are particularly important features of ethical
communication". (Sage, 2009)

Read the following communication situation and answer the question that follows.
Write your answer on the space provided.

You work at a company that tries to become affiliated, or in a relationship, with as many
online merchants as possible. This means you work with a variety of merchants in
different industries. One such industry you were working with, which is an industry that
is known to make a lot of money, is adult websites. These webpages on your site
outlinking to the adult websites caused some morally wrong issues as the coupon
content that would come through was not appropriate for all audiences using our site. In
addition, you did not want kids accidentally getting to these adult websites through your
business. Source: https://ethiccomm.weebly.com/ethical-communication.html

In what way can you clean up your website while maintaining goodwill with your
business partners at the same time observing ethics in communication?
______________________________________________________________________
______________________________________________________________________
Name: ______________________________________________
Course/Year/Section: ___________________________________
Class Schedule: _______________________________________

Let’s Test What You Know!

A. Think of a situation from your experiences or that of other people in your community
during the Quarantine Period where communication went wrong. Using the transactional
model of communication, create a dialogue and come up with a comic strip out of this
situation. Apply any of the principles of communication learned and see to it that your
characters observe ethical communication. The boxes below are provided for your
dialogues.

1 2 3

4 5 6

B. Watch the videos using this link below and discuss the importance of
Communication in your personal and academic life. Enter your answer/comment on our
FB Group Chat Box. (Your comment must be 15-20 words only)
https://www.youtube.com/watch?v=zVqc-cIc68Q
https://www.youtube.com/watch?v=V00n4QEPP4g

Lesson 2

ELEMENTS OF COMMUNICATION

At the end of the lesson, the students must be able to:

a) identify the elements of communication process;
b) explain the functions of the elements of communication process;
c) discuss the relationship among the elements of communication.

Introduction
 Whatever your field of work is, communicating with other people is one
fundamental part of your job.
While communicating can be one of the most challenging tasks, it is arguably the
most important, and one of the most rewarding! Even if you are the best at whatever
you do, the importance and impressiveness of your work is diminished if you can’t
effectively communicate with your team members, your supervisors, and your clients.

In any situation, one should know the essential elements to effective

communication. Consistently reminding yourself of these elements will give you the
tools that you need to comfortably and competently handle most any conversation you
may need to have.

Source: https://fostermade.co/blog/three-essential-elements-to-effective-communication

Let’s get started!

Activity 1

Try to analyze the illustration below then answer the questions that follow. Write your
answer on the space provided.

1. What is the message? How is it conveyed?

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________________________________________________
2. Tell the functions of the sender, message, channel, receiver, and feedback in the
communication process?
___________________________________________________________________
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___________________________________________________________________
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3. What is the importance of these elements in any communication situation?
___________________________________________________________________
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Let’s learn!

Elements of Communication

1. People (Sender) - integral part of the communication process

Source- the person who creates and sends the message
Receiver- the individual to whom the message is sent; also sends message
to the source
The people involved in the communication process may be influenced by
Frame of Reference- the person’s unique view of the world and everything in it
-may include ethnicity, race, sexual orientation, gender, economic status, age,
values, religion, culture, etc.
2. Message - the thought, feeling, or action that is sent from the source to the receiver
with the use of symbols; may either be verbal or non-verbal
3. Encoding- the process of putting thoughts, ideas or feelings into meaningful
symbols that another person can understand.
4. Decoding- the process of interpreting or attaching meaning to another person’s
message.
5. Channel - the vehicle by which the message is communicated from the source to the
receiver - includes the various types of media such as newspapers, tv, radio,
letters, FB, Twitter, etc.
6. Feedback- the receiver’s response to the sender’s message
7. Context- the conditions surrounding communication with others

Physical setting - time of the day, degree of privacy, temperature, room size, etc.
Psychological climate - attitudes and feelings we have for ourselves and other people
involved in communication
8. Noise and Interference - intended or unintended stimulus that disrupts the
communication process
External Noise - sounds or visual stimuli that draw our attention away
Internal Noise - own thoughts or feelings that prevent us from understanding the
message

Let’s do this!

Communication is a process and it is composed of different elements. Each

element has its specific function in any communication situation. To communicate
effectively, one should understand these elements.

Activity 2: Process of Communication

Explain the process of communication using the illustration below. Write your
answer on the space provided.

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________________________________________________________________
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________________________________________________________________
________________________________________________________________
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Name: ______________________________________________
Course/Year/Section: ___________________________________
Class Schedule: _______________________________________

Let’s test what you know!

I. Analyse the communication situation in the comic strip below then identify
the elements of the communication process.

1. Source -

2. Receiver -

3. Message -

4. Channel -

5. Feedback -

6. Context -

7. Noise and Interference -

Lesson 3
 VERBAL AND NON-VERBAL COMMUNICATION

At the end of the lesson, the students must be able to:

a) differentiate verbal from non-verbal communication;
b) value the importance of Verbal and Non Verbal forms communication.

Introduction

Communication is more than words; when we interact with someone, our body
has a language of its own. The way we sit, the gesture we make, the way we talk, how
much eye contact we make – all of these are also ways of communicating that impact
the messages our words are sending.
Let’s get started!

Activity 1

React to this dialogue between a little girl and her Dad by answering the
questions that follow. Write your answers on the space provided.

Source: https://www.google.com.ph/search?q=verbal+and+non+verbal+communication

1. How is the message conveyed?

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________________________________________________________________
2. What types of communication are used in this situation?
________________________________________________________________
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3. What is more important in this communication situation, words or actions? Why?

________________________________________________________________
________________________________________________________________

Let’s learn!

Activity 2: Types of Communication

Watch the video using this link https://www.youtube.com/watch?v=akfatVK5h3Y
about Types of Communication and complete the diagram below. Describe and give
examples for each.
 TYPES OF
COTYMMUNICATION

1. 2.

Verbal communication may either be oral or written. In written communication,

we just don’t interpret the words used but also the way they are written as they affect
our perception and understanding of the message.

In Activity 1, the little girl and her Dad make use of both words and actions in
communicating with one another. Verbal and Nonverbal are forms of communication
that would help us communicate effectively. What is the difference between Verbal and
Non-verbal communication?
Verbal communication is perhaps the
most obvious and understood mode of
communication. It is certainly a powerful tool
in your communication toolbox. Put simply,
verbal communication is the sharing of
information between two individuals using
words.

In verbal communication, we typically

focus on speech while talking. It’s important
to remember that writing is also a form of
verbal communication. After all, writing uses
words too!

Nonverbal communication includes

body movements, space, touch, personal
appearance, paralanguage, silence and time.
93% of the meaning of our messages is
delivered nonverbally through our tone of
voice, facial expression and bodily movement, while 7% is through the actual
words or symbols used

Let’s do this!

Activity 3: Analyze the comic strip then answer the following questions.

1. Explain why the old man thinks that her wife is yelling at him.
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2. In what way can the principle “Understanding of verbal messages depend on the
language system of the listener” be applied in this situation?
________________________________________________________________
________________________________________________________________
Name: ______________________________________________
Course/Year/Section: ___________________________________
Class Schedule: _______________________________________

Let’s test what you know!

I. One Talker/One Not.

1. Find a pair (any family member, a neighbor or a friend).
2. Create a one-minute video using one scene that takes place in one location and has
a problem that needs to be solved.
3. Person A is allowed to speak their lines but Person B can only use gesture, body
language, and other nonverbal communication.
4. Afterwards, switch sides so that Person A is the nonverbal communicator.

II. Watch these video clips and get ready to take the quiz which will be uploaded
in our Facebook Group

https://www.ted.com/talks/celeste_headlee_10_ways_to_have_a_better_conversation/
https://www.ted.com/talks/
amy_cuddy_your_body_language_may_shape_who_you_are?language=en
 Lesson 4

COMMUNICATION AND GLOBALIZATION

At the end of the lesson, the students must be able to:

a) define globalization;
b) describe the impact of Globalization to Communication.

Introduction

Connecting with people on the other side of the world is now much easier than
it was a few years ago. Satellites, fiber-optic cables and the internet make it effortless
to share information with those in different time zones and locations. Global
communication is directly affected by the process of globalization, and helps to increase
business opportunities, remove cultural barriers and develop a global village. Both
globalization and global communication have changed the environmental, cultural,
political and economic elements of the world.
Source: https://bizfluent.com/info-8232542-effects-globalization-global-communication.html

Let’s get started!

What is globalization? How does it happen? What are its advantages and
disadvantages? What is its impact on communication? How does it affect global
communication?

Activity 1: What is Globalization

Read the article then answer the questions that follow.

WHAT IS GLOBALIZATION ANYWAY?
By Alex Gray (World Economic Forum, 2017)

How globalization works

In simple terms, globalization is the process by which people and goods move easily across
borders. Principally, it's an economic concept – the integration of markets, trade and investments with few
barriers to slow the flow of products and services between nations. There is also a cultural element, as
ideas and traditions are traded and assimilated.
Globalization has brought many benefits to many people. But not to everyone.
Storm in a coffee cup
To help explain the economic side of globalization, let's take a look at the well-known coffee chain
Starbucks.
The first Starbucks outlet opened its doors in 1971 in the city of Seattle. Today it has 15,000
stores in 50 countries. These days you can find a Starbucks anywhere, whether Australia, Cambodia,
Chile or Dubai. It's what you might call a truly globalized company.
And for many suppliers and jobseekers, not to mention coffee-drinkers, this was a good thing.
The company was purchasing 247 million kilograms of unroasted coffee from 29 countries. Through its
stores and purchases, it provided jobs and income for hundreds of thousands of people all over the world.
But then disaster struck. In 2012, Starbucks made headlines after a Reuters investigation showed
that the chain hadn't paid much tax to the UK government, despite having almost a thousand coffee
shops in the country and earning millions of pounds in profit there.
As a multinational company, Starbucks was able to use complex accounting rules that enabled it
to have profit earned in one country taxed in another. Because the latter country had a lower tax rate,
Starbucks benefited. Ultimately, the British public missed out, as the government was raising less tax to
spend on improving their well-being.
How did globalization happen?
We might think of globalization as a relatively new phenomenon, but it’s been around for
centuries.
One example is the Silk Road, when trade spread rapidly between China and Europe via an
overland route. Merchants carried goods for trade back and forth, trading silk as well as gems and spices
and, of course, coffee. (In fact, the habit of drinking coffee in a social setting originates from a Turkish
custom, an example of how globalization can spread culture across borders.)
What drives it?
Globalization has speeded up enormously over the last half-century, thanks to great leaps in
technology.
The internet has revolutionized connectivity and communication, and helped people share their
ideas much more widely, just as the invention of the printing press did in the 15th century. The advent of
email made communication faster than ever.
The invention of enormous container ships helped too. In fact, improvements in transport
generally – faster ships, trains and airplanes – have allowed us to move around the globe much more
easily.
What's good about it?
Globalization has led to many millions of people being lifted out of poverty.
For example, when a company like Starbucks buys coffee from farmers in Rwanda, it is providing
a livelihood and a benefit to the community as a whole. A multinational company's presence overseas
contributes to those local economies because the company will invest in local resources, products and
services. Socially responsible corporations may even invest in medical and educational facilities.
Globalization has not only allowed nations to trade with each other, but also to cooperate with
each other as never before. Take the Paris Agreement on Climate Change, for instance, where 195
countries all agreed to work towards reducing their carbon emissions for the greater global good.
This chart, however, shows that global attitudes towards globalizing forces aren't all that good. It
shows that, in fact, in all but a couple of countries polled, people believe life was better in the old days.
What's bad about it?
While some areas have flourished, others have floundered as jobs and commerce move
elsewhere. Steel companies in the UK, for example, once thrived, providing work for hundreds of
thousands of people. But when China began producing cheaper steel, steel plants in the UK closed down
and thousands of jobs were lost.
Every step forward in technology brings with it new dangers. Computers have vastly improved our
lives, but cyber criminals steal millions of pounds a year. Global wealth has skyrocketed, but so has
global warming.
While many have been lifted out of poverty, not everybody has benefited. Many argue that
globalization operates mostly in the interests of the richest countries, with most of the world's collective
profits flowing back to them and into the pockets of those who already own the most. Although
globalization is helping to create more wealth in developing countries, it is not helping to close the gap
between the world's poorest and richest nations. Leading charity Oxfam says that when corporations such
as Starbucks can legally avoid paying tax, the global inequality crisis worsens. Basically, done wisely (in
the words of the International Monetary Fund) globalization could lead to "unparalleled peace and
prosperity". Done poorly, "to disaster".

Let’s Learn!

Explain the following effects of globalization to communication by citing a situation.

Write your answer on the space provided.

1. Virtual Interaction
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___________________________________________________________________
2. Cultural Awareness in Speech
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 ___________________________________________________________________
3. Cultural Awareness in Body language
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4. Time Differences
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___________________________________________________________________

Let’s Do this!

Activity 2: Globalization and Communication

Listen to the TED Talk “Connected, but Alone” by Sherry Turkle then explain the
value of conversation and its importance over mere connection.
https://www.ted.com/talks/sherry_turkle_connected_but_alone?language=en
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________

Name: ______________________________________________
Course/Year/Section: ___________________________________
Class Schedule: _______________________________________

Let’s Test what you Know!

Make a poster showing the impact of Globalization on Communication.

Screenshot your work and send it via email/messenger.
 Lesson 5

CULTURAL AND GLOBAL ISSUES

At the end of the lesson, the students must be able to:

a) identify the effects of communication to cultural and global issues;
b) explain how cultural awareness and communication would help solve global
problems.

Introduction

Cultural diversity makes communication difficult as the mindset of people of

different cultures are different, the language, signs and symbols are also different.
Different cultures have different meaning of words, behaviors and gestures. Culture also
gives rise to prejudices, ethnocentrism, manners and opinions. It forms the way people
think and behave. When people belonging to different cultures communicate, these
factors can become barriers.
The way you communicate is affected by the culture you were brought up in. The
opposite is also true. Culture is, to a large extent, determined by the way we
communicate.
In America, people communicate freely and that is a part of their culture. In
Germany, an Indian who is used to being very indirect with his communication might
find their direct way of speaking rude. Being direct is part of the German culture and it is
reflected in the way they communicate. Communication shapes culture and culture
shapes communication.
Source: https://www.businesstopia.net/communication/cultural-barriers-communication

Let’s get started!

Activity 1: Effective Cross-Cultural Communication

Each numbered paragraph in the following article contains 1 tip for effective
cross-cultural communication. Identify the 10 tips and fill them into the diagram. Write
phrases only for your answers. Take number 1 as the example.

Effective Cross-Cultural Communication

In today’s diverse workplace, communication issues can take on an added dimension of

complexity. Every culture has its own set of tacit assumptions and tendencies when it comes to face-to-
face interactions, and trying to get your point across effectively can sometimes be difficult. Even when
a language barrier doesn’t exist, cross-cultural communication can be challenging. Here are our top ten
tips for effective cross-cultural communication:

1. Many cultures have specific etiquette around the way they communicate. Before you meet, research
the target culture, or if time allows, do some cross cultural training. For example, many cultures expect
a degree of formality at the beginning of communication between individuals. Every culture has its own
specific way of indicating this formality: ‘Herr’ and ‘Frau’ in Germany, reversing family and given names
in China and the use of ‘san’ in Japan for men and women etc. Be aware of these familiarity tokens and
don’t jump straight to first name terms until you receive a cue from the other person to do so.

2. Not even the most educated non-native English speaker will have a comprehensive understanding of
English slang, idioms and sayings. They may understand the individual words you have said, but not the
context or the meaning. As a result you could end up confusing them or at worst, offending them.
3. Even if English is the common language in a cross cultural situation it’s not a good idea to speak at
your normal conversational speed. Modulating your pace will help, as will speaking clearly and
pronouncing your words properly. Break your sentences into short, definable sections and give your
listener time to translate and digest your words as you go. But don’t slow down too much as it might seem
patronising. If the person you’re speaking to is talking too quickly or their accent is making it difficult for
you to understand them, don’t be afraid to politely ask them to slow down too.

4. In a cross cultural conversation there’s no need to make it harder for both of you by using big words.
Just keep it simple. Two syllable words are much easier to understand than three syllable words, and one
syllable words are better than two syllable words. Say “Please do this quickly” rather than “Please do this
in an efficacious manner.”

5. Active listening is a very effective strategy for improving cross cultural communication. Restate or
summarise what the other person has said, to ensure that you have understood them correctly, and ask
frequent questions. This helps build rapport and ensures that important information doesn’t get missed or
misunderstood.

6. Make the conversation flow more freely by taking it in turns to speak. Make a point and then listen to
the other person respond. Particularly when people are speaking English as their second language it’s
better to talk to them in short exchanges rather than delivering a long monologue that might be difficult for
them to follow.

7. If you’re not sure whether the other person has understood you properly, write it down to make sure.
This can be particularly helpful when discussing large figures. For example, in the UK we write a billion as
1,000,000,000 but in the USA, it’s written as 1,000,000,000,000.

8. Don’t phrase a question that needs a ‘yes’ or ‘no’ answer. In many cultures it is difficult or embarrassing
to answer in the negative, so you will always get a ‘yes’ even if the real answer is ‘no’. Ask open-ended
questions that require information as a response instead.

9. Many cultures take business very seriously and believe in behaving professionally and following
protocol at all times. Consequently they don’t appreciate the use of humour and jokes in a business
context. If you do decide to use humour make sure it will be understood and appreciated in the other
culture and not cause offence. Be aware that British sarcasm usually has a negative effect abroad.

10. Effective cross cultural communication is about all parties feeling comfortable. In any conversation
with a non-native English speaker, treat them with respect, do your best to communicate clearly and give
them encouragement when they respond. This will help build their confidence and trust in you.

Source: https://www.chrysos.org.uk/blog/top-ten-tips-for-effective-cross-cultural-communi

1.
maintain
etiquette
10 2

9 3
Tips for Effective
Cross-cultural
Communication

8 4

7 5
6

Let’s learn!

Differences in Cultures
Increasingly, managers must deal with multiple ethnic groups with very different
cultures. Thanks to globalization, you are likely to work with Japanese, French,
Chinese, German and all sorts of other nationalities. It is important to recognize that
people from different cultures have are different in a variety of ways, including
 different ways of looking at things
 different ways of dressing
 different ways of expressing personality/goodness
These differences can cause problems interpreting what the other person is doing.
Some simple examples:
 In the US, a firm, short handshake indicates self-confidence and (heterosexual)
masculinity. A limp handshake by a man can be interpreted (usually wrongly) as
a sign of homosexuality or wimpiness. But in most parts of Africa, a limp
handshake is the correct way to do it. Furthermore, it is common in Africa for the
handshake to last several minutes, while in the US a handshake that is even a
few seconds too long is interpreted as familiarity, warmth and possibly sexual
attraction.
 In Britain, men do not look at women on the streets. The French do. Recently,
a French public figure mentioned in a speech that the Brits are all gay -- the
evidence was their lack of overt interest in women.
Source: http://www.analytictech.com/mb021/cultural.htm

Let’s Do this!

Activity 2: Communication and Cultural Differences

Give one (1) example of verbal and nonverbal culture of the following countries.

Country Verbal culture Non Verbal culture

1. Japan

2. China

3. Singapore

4. Korea

5. India
Name: ______________________________________________
Course/Year/Section: ___________________________________
Class Schedule: _______________________________________

Let’s test what you know!

1. Choose 1 global problem from the list below.

a. COVID 19
b. Climate Change
c. Poverty
d. Discrimination
2. Write an essay about how cultural awareness and modern means of
communication could help solve this problem. Follow the format below.

 5 paragraphs only
 1st paragraph- INTRODUCTION (1 sentence-maximum of 10 words)
 2ND to 3rd paragraphs should state the answers to the question “How can
cultural awareness and modern means of communication help solve
(COVID 19)?
 Each paragraph should contain only 1 answer (2 sentences only per
paragraph-maximum of 10 words per sentence)
 5th paragraph – CONCLUSION (1 sentence-maximum of 10 words)

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Title

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