UNIT 1 LESSON 2 – Types of Communication
LANGUAGE AND COMMUNICATION
LESSON 1 – The Nature of Language
Together with the creation of human life is the creation of
a wonderful and dynamic capacity – language.
Animals are said to be able to communicate with each
other. Whale sing, wolves howl, dogs bark, and birds chirp. The
sounds these creatures produce often reflect to the state of the
emotions.
It may be true that animals communicate, but only human
beings are truly capable of producing language.
 LANGUAGE
- Linguists agree that a language can only be called
a language if it has a system of rules (also known
as grammar), a sound system (phonology), and
a vocabulary (lexicon).
 SPEECH COMMUNITY
- When people use language, they can understand
each other because they belong to the same
speech community and they share the same set of
rules in the language system.
 LANGUAGE ACQUISITION
- It is a process when people acquire the language
used by those in the community while they are
growing up.
- The language acquired while growing up are
known as MOTHER TONGUES, which may also
be referred to as FIRST LANGUAGES.
- People discover later on that other languages are
need for various reason and these other
languages may be referred to as SECOND
LANGUAGES.
- LANGUAGE LEARNING is a process when people
learn other languages by studying formally in
school or informally on their own.
 LANGUAGE CONTACT
- It is when two person speaks different languages
and then eventually, the two will be able to
communicate as they slowly learn each other’s
languages.
- As they try to communicate, they produce a new
languages form that is understandable to the both
of them. The result of such contact is called
LANGUAGE CHANGE.
Language is indeed a complex human capacity.
Communication is generally defined as the exchange of
thoughts, ideas, concepts, and views between or among two or
more people.
Context is the circumstance or environment in which
communication takes place.
Such circumstances may include the following:
a. physical or actual setting
b. the value positions of a speaker/listener
c. the relevance or appropriateness of a message conveyed
Communication may then be classified according to:
(1) mode
(2) context
(3) purpose and style
TYPES OF COMMUNICATION ACCORDING TO MODE
(1) VERBAL – NON-VERBAL COMMUNICATION
 Effective communication calls for the blending of these
two types. One cannot be separated from the other.
 A person can only be effective in communicating if they
know how to properly punctuate what they say with
proper gestures and facial expressions.
 In order for a person to show interest to another person
(when they first met) he/she acknowledge each other
presence through amiable, congenial disposition, and a
smiling face (non-verbal code) rather than speaking.
(2) VISUAL COMMUNICATION
 A type of communication that uses visual to convey
information and/or messages. Some examples are sign,
symbols, imagery, maps, graphs, charts, diagrams,
pictograms, photos, drawing or illustrations, and even
various form of electronic communication.
- Some examples of electronic communication
symbols or images are the emojis, emoticons, and
animation among others to convey the writer’s or
clarify the intent of the message sender. These are
achieved through digital mode or text.
 It occupies an important place in any work environment.
For instance, during presentations, instructors,
managers, doctors, lawyers, legislator, and the like use
visuals to transfer data into digestible information. They
 will have greater success in catching the attention of the  If the objective is to achieve something at the end of the
audience. conversation, it becomes transactional. (more formal
 What makes visual communication even more and profound)
advantageous is that it makes use of technology that  Interpersonal talks are meant for maintaining social
provides apps (applications), videos, and images that rely relationship, while transactional talks aim to accomplish
less on the printed word making presentations more or resolve something at the end of the conversation.
interesting.
 Speakers/presenters should be mindful of the content of EXTENDED COMMUNICATION
their presentation since wrong and irrelevant
information may lead to miscommunication or  It involves the use of electronic media.
communication breakdown.  Before when it only called for the use of television and
 Likewise, they should pay attention to graphic elements, radio but now, the description of it may be expanded as
such as position, color, size, shape, and orientation as all it includes tele, audio, or phone conferencing; video-
these play an important role in the presentation of slides. conferencing; Sky calls; and other technological
 Audience size should be considered as well when means.
preparing slide presentations or other forms of visual.
ORGANIZATIONAL COMUNICATION
TYPES OF COMMUNICATION ACCORDING TO CONTEXT
 It focuses on the role that communication plays in
Context – in communication it is referred to as a composite of organizational contexts.
people interacting with each other.  Organizations compromise individuals who work for the
company.
(1) Intrapersonal  For an organization to be successful, a system of
(2) Interpersonal communication should be put in place.
(3) Extended  There are two types or organizational structure:
(4) Organizational
(5) Intercultural (1) Formal Structure
- It allows communication to take place via
INTRAPERSONAL COMMUNICATION designated channels of message flow between
positions in the organization.
 It means talking to oneself. - It may use four approaches:
 From the Latin prefix intra means within or inside.
 Some label it as self or inner talk, inner monologue, or a) Downward communication
inner dialogue. - The type that flows from upper
 Psychologists call it with other names such as self- to lower position, i.e., president
verbalization or self-statement. to a manager to an ordinary staff.
 “I can do it.” – One magic statement - The flow of communication is
top-down or from a superior to a
INTERPERSONAL COMMUNICATION subordinate, usually asking
certain individuals to perform a
 As opposed to intra, the Latin prefix inter means certain task.
between, among, and together.
 An interactive exchange takes places as interpersonal b) Upward communication
communication. - It is bottom-up in which
 A transaction does not necessarily take place since it can subordinates send
only be a simple interaction such as greetings, getting to communication to their
know a person, or ordinary conversations that happen superiors/bosses bearing their
between or among the interactants. This may occur in views and feedbacks on
dyads or small group, also known as group organizational policies, issues
communication. related to their jobs.
 A communication situation is interpersonal if it is
mean to establish or deepen one’s relationship with c) Horizontal communication
others. (less seriousness and formality) - It is a lateral in approach as it
takes place among people
 belonging to the same level but
coming from different
departments or units to
facilitate performance of tasks
through proper coordination.
d) Crosswise communication
- It is diagonal in nature as
employees from different units
or departments working at
various level communicate with
each other.
(2) Informal Structure
-It comes from unofficial channels of message
flow.
-Also known as “grapevine”, messages coming
from different levels of organization are
transmitted.
-The baseless gossips and rumors spread and it
is impossible to identify the one who started it.
 Each organization has its own culture referred to as
“organizational culture”.
 Organization developed its own core values, vision, and
mission statements, goals, and objectives.
 Organizational culture is of utmost significance since
it will dictate the kind of behavior that employees should
possess as well as the extent of commitment expected
from them by the organization.
 “Company cultures are like country culture. Never try to
change one. Try instead, to work, with what you’ve got.”,
a quote from Peter Drucker, underscores the view that
indeed, culture is within the control of the entrepreneur
or company owner.
INTERCULTURAL COMMUNCIATION
 It is communication between or among people having
different linguistic, religious, ethnic, social, and
professional backgrounds.
 Even gender difference affects communication.
 Individuals having different orientations communicate
and interpret messages differently. This particularly
happens with non-verbal communication.
 Australians consider eye contact as important in
assessing the sincerity of a person while in Indians
looking straight into the eyes is inappropriate.
 Indians interpret waving hands from side to side as no or
go away while it means hello among Westerners.
 In the Philippines, a local variety of English called
Philippine English has been developed which has
introduced lexical innovation, not found or used in other
variates, such as thrice, batchmates, CR (comfort room),
solons, barangay captain, and high blood.
TYPES OF COMMUNICATION ACCORDING TO PURPOSE AND
STYLE
 The focus is on the communication setting and the mode
of delivery.
FORMAL COMMUNICATION
 It employs formal language delivered orally or in written
form.
 Lectures, public talks/speeches, research and project
proposals, reports, and business letters, among others are
all considered formal situation and writings.
 To inform, to entertain, and to persuade are the main
objectives of this type of communication.
INFORMAL COMMUNICATION
 Certainly does not employ formal language.
 It involves personal and ordinary conversations with
friends, family members, or acquaintances about
anything under the sun.
 The mode may be oral as in face-to-face, ordinary or
everyday talks and phone calls, or written as in the case
of e-mail messages, personal notes, letters, or text
message.
 The purpose is simply to socialize and enhance
relationship.
LESSON 3 – Communication Process, Principles, and Ethics
A model is often abstract. It is a representation of a real
world phenomenon applied to different forms.
Four Conceptual Models for Human Communication
(1) Aristotle’s model
(2) Laswell’s model
(3) Shannon-Weaver’s model
(4) David Berlo’s model
ARISTOTLE’S COMMUNICATION MODEL
Classical rhetoric dates back to ancient Greece during the
time of Plato, Aristotle, and the Greek Sophists who were great
rhetoricians.
Effective public speaking was an important consideration
in the study of communication. They were good at arguments and
debates and speech was characterized by repartee.
 According to Aristotle, there are three variables in the
communication process: speaker, speech, and audience.
Speaker
 Note that the speaker variable here is very important.
Without the speaker, there will be no speech to be
produced.
 The speaker adjusts his/her speech depending on the
profile of the audience.
Audience
 Some of the consideration on the audience demographics
are age, sex, background, culture, race, religion, gender,
social and economic status, and political orientation or
inclination, among others.
 Even beliefs, views, and attitudes also play an important
role when talking about audience consideration.
LASWELL’S COMMUNICATION MODEL
In 1948, Harold Dwight Laswell described
communication as being focused on the following Ws:
 Who (communicator)
 Says What (Message)
 In Which channel (Medium)
 To Whom (Receiver)
 With What effect (Effect)
The whole process begins with the communicator (who)
sending out a message (what) using a medium (in which channel)
for a receiver (to whom) experiencing an effect (with what effect)
afterwards.
The process may be analyzed through the content sent,
the medium used, as well as the effect on the recipient of the
message.
While this model is similar to Aristotle’s model in the
sense that both are linear and have the same components,
Laswell’s also differs in that there are five variables involved, with
addition of two: medium and effect.
SHANNONS-WEAVER COMMUNICATION MODEL
Claude Elwood Shannon and Warren Weaver’s model of
communication was introduced in 1949, a year after Laswell’s, for
Bell Laboratories.
Originally, it was conceptualized for the functioning of the
radio and television serving as a model for technical
communication and, later on, adopted in the field of
communication.
The following components: noise, reception, destination
and feedback, have been identified. Other terms such as
information source for the sender, transmitter for the encoder,
decoder (reception), and receiver (destination) were introduced.
BERLO’S COMMUNICATION MODEL
David Berlo’s model conceptualized in 1960 is probably
the most well-known among the communication models.
Initially, Berlo’s model was called SMCR which stands for
sender of the message, sent through a channel or medium to a
receiver. However, it was modified later on to include noise, hence
the acronym SMCRN.
Four Major Variables involved in Communication Process
1. Source – being originator of the message acts as the encoder.
 Encoder
- it should practice communication skills such as
listening, speaking, reading, and writing.
- His/her attitude towards the audience or the
subject as well as his/her knowledge about the
topic on hand likewise counts along with social
system that he/she is in which includes values,
beliefs, and practices and culture.
2. Message – it includes the following:
a) Content
b) Elements - such as language (verbal code) used and
gestures (non-verbal code) employed
c) Treatment or the manner - by which the message is
transmitted
d) Structure – which refers to the arrangement of parts or
flow of the message
3. Channel – it refers to the different senses: seeing, hearing,
smelling, tasting, and touching.
4. Receiver – it is the one who decodes the message.
Note: The components of this last variable are similar to those of
the first since for communication to be effective, both source
and the receiver should have good communication skills.
GENERAL PRINCIPLES OF EFFECTIVE COMMUNICATION LASWELL’S COMMUNICATION MODEL

For oral and written communication, you should apply the

following:

1. Know your purpose in communicating.

2. Know your audience.
3. Know your topic.
4. Adjust your speech or writing to the context of the situation.
5. Work on the feedback given you.

PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION SHANNONS-WEAVER COMMUNICATION MODEL

1. Be clear with your purpose.

2. Be complete with the message you deliver.
3. Be concise.
4. Be natural with your delivery.
5. Be specific and timely with your feedback.

PRINCIPLES OF EFFECTIVE WRITTEN COMMUNICATION: 7Cs

1. Be clear.
2. Be concise.
3. Be concrete.
4. Be correct
5. Be coherent.
6. Be complete.
7. Be courteous.

ETHICS OF COMMUNICATION

1. Establish an effective value system that will pave the way for
the development of your integrity as a person. BERLO’S COMMUNICATION MODEL
2. Provide complete and accurate information.
3. Disclose vital information adequately and appropriately.

ARISTOTLE’S COMMUNICATION MODEL

 UNIT 3
INTERCULTURAL COMMUNICATION
Lesson 1 – Communication and Globalization
THE GLOBALIZATION PHENOMENON
 “Globalization” and “global” are terms often encounter
today.
 These terms are associated with realities outside the
territories of nation-states.
 Reuters – is an international news organization.
 International Monetary Fund –is an international
organization headquartered in Washington, D.C.
 Paris Agreement on Climate Change – is signed 2016,
an agreement within the United Nations Framework
Convention on Climate change, dealing with greenhouse-
gas-emissions mitigation, adaptation and finance.
 Oxfam – founded in 1942, a confederation of 20
independent charitable organizations focusing on the
alleviation of global poverty.
WHAT IS GLOBALIZATION ANYWAY?
By Alex Gray (World Economic Forum,2017)
How Globalization Works
1. In simple term, 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.
2. Globalization has brought many benefits to many but not
to everyone.
Storm in a Coffee Cup
3. To help explain the economic side of globalization, let’s
take a look at the well-known coffee chain Starbucks.
4. In 1971, the first Starbucks outlet opened its door 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 is what you might call a truly globalized
company.
5. It was a good thing for many suppliers, jobseekers and
coffee-drinkers.
 The company was purchasing 247 million of
kilograms of unroasted coffee from 29
countries.
 Through its stores and purchasers, it provides
jobs and income for hundreds of thousands of
people all over the world.
6. In 2012, a disaster struck, 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.
7. 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?
8. We might think of globalization as a relatively new
phenomenon, but it's been around for centuries.
9. 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?
10. Globalization has speeded up enormously over the last
half-century, thanks to great leaps in technology.
11. 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.
12. 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?
13. Globalization has led to many millions of people being
lifted out of poverty.
14. 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.
15. 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.
What's bad about it?
16. 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.
17. 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.
18. 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.
19. 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.
20. Basically, done wisely in the words of the IMF
(International Monetary Fund) globalization could lead
to "unparalleled peace and prosperity." Done poorly,
"to disaster."
Lesson 2 - Local and Global Communication in Multicultural
Settings
INTERCULTURAL COMMUNICATION
According to science, each person is genetically unique.
Except for identical twins, each person has a unique genetic
composition. This uniqueness becomes even more heightened
because of individual experiences. Humans are formed by
forces other than genetics.
 Family background, religious affiliations,
educational achievements, socio-cultural
forces, economic conditions, emotional states,
and other factors shape human identities.
Because of this, no two people can ever be
exactly the same.
This situation-the diversity of people and cultures-
impacts communication. People interacting with those coming
from unfamiliar cultures may have difficulties in
communication. Most people tend to conclude that
miscommunication results from a speaker's lack of
proficiency in a language. What is not realized is the fact that
even with excellent language skills, people may still experience
miscommunication.
 Take for granted – Underestimate the value of a person.
 Cultural biases – Tend to believe what they wanted to.
 Domestic workforce – Work for private households.
 Cultural overtones – Normal/right or strange/wrong.
 Durable bond – Strong and lasts a long time.
 Grossly disloyal – Do not support your very own.
COMMUNICATING ACROSS CULTURES
By Carol Kinsey Goman (2011)
1. Communicating across cultures is challenging. Each
culture has set rules that its members take for granted.
Few of us are aware of our own cultural biases because
cultural imprinting is begun at a very early age. And
while some of a culture's knowledge, rules, beliefs,
values, phobias, and anxieties are taught explicitly,
most of the information is absorbed subconsciously.
2. The challenge for multinational communication has
never been greater. Worldwide business organizations
have discovered that intercultural communication is a
subject of importance--not just because of increased
globalization, but also because their domestic workforce
is growing more and more diverse, ethnically and
culturally.
3. We are all individuals, and no two people belonging to
the same culture are guaranteed to respond in exactly
 the same way. However, generalizations are valid to the
extent that they provide clues on what you will most likely
encounter when dealing with members of a particular
culture.
HIGH-CONTEXT VS. LOW-CONTEXT
4. All international communication is influenced by cultural
differences. Even the choice of communication medium
can have cultural overtones. The determining factor
may not be the degree of industrialization, but rather
whether the country falls into a high-context or low-
context culture.
5. High-context cultures (Mediterranean, Slav, Central
European, Latin American, African, Arab, Asian,
American- Indian) leave much of the message
unspecified, to be understood through context,
nonverbal cues, and between-the-lines interpretation
of what is actually said. By contrast, low-context cultures
(most Germanic and English-speaking countries)
expect messages to be explicit and specific.
SEQUENTIAL VS. SYNCHRONIC
6. Some cultures think of time sequentially, as a linear
commodity to “spend," "save," or "waste.”
 Other cultures view time synchronically, as a
constant flow to be experienced in the moment,
and as a force that cannot be contained or
controlled.
7. In sequential cultures (like North American, English,
German, Swedish, and Dutch), business people give full
attention to one agenda item after another.
8. In synchronic cultures (including South America,
southern Europe and Asia) the flow of time is viewed as
a sort of circle, with the past, present, and future all
interrelated. This viewpoint influences how
organizations in those cultures approach deadlines,
strategic thinking, investments, developing talent
from within, and the concept of long-term planning.
9. Orientation to the past, present, and future is another
aspect of time in which cultures differ.
 Americans believe that the individual can
influence the future by personal effort, but
since there are too many variables in the distant
future, we favor a short-term view.
Synchronistic cultures' context is to understand
the present and prepare for the future. Any
important relationship is a durable bond that
goes back and forward in time, and it is often
viewed as grossly disloyal not to favor friends
and relatives in business dealings.
AFFECTIVE VS. NEUTRAL
10. In international business practices, reason and emotion
both play a role. Which of these dominates depends upon
whether we are affective (readily showing emotions) or
emotionally neutral in our approach.
o Members of neutral cultures do not telegraph
their feelings, but keep them carefully controlled
and subdued.
o In cultures with high affect, people show their
feelings plainly by laughing, smiling, grimacing,
scowling, and sometimes crying, shouting, or
walking out of the room.
11. This doesn't mean that people in neutral cultures are cold
or unfeeling, but in the course of normal business
activities, neutral cultures are more careful to monitor the
amount of emotion they display.
o Emotional reactions were found to be least
acceptable in Japan, Indonesia, the U.K.,
Norway, and the Netherlands and most
accepted in Italy, France, the U.S., and
Singapore.
12. Reason and emotion are part of all human
communication. When expressing ourselves, we look to
others for confirmation of our ideas and feelings.
 If our approach is highly emotional, we are
seeking a direct emotional response: "I feel the
same way.
 If our approach is highly neutral, we want an
indirect response: "I agree with your thoughts
on this."
13. It's easy for people from neutral cultures to sympathize
with the Dutch manager and his frustration over trying
to reason with “that excitable Italian.”
 After all, an idea either works or it doesn't work,
and the way to test the validity of an idea is
through trial and observation. That just makes
sense doesn't it? Well, not necessarily to the
Italian who felt the issue was deeply personal and
who viewed any “rational argument" as totally
irrelevant!
14. When it comes to communication, what's proper and
correct in one culture may be ineffective or even
offensive in another.
 In reality, no culture is right or wrong, better or
worse-just different.
 In today's global business community, there is no
single best approach to communicating with
one another.
 The key to cross-cultural success is to develop
an understanding of, and a deep respect for,
the differences.