LESSON 1

LANGUAGE

 Together with the creation of human life is the creation of a wonderful and dynamic human
capacity --- language.
 Animals are said to be able to communicate with each other. Whales sing, wolves howl, dogs
barks, and birds chirps. The sounds these creatures produce often reflect the state of their
emotions.
 While it may be true that animals communicate, only human beings are truly capable of
producing language. What exactly is language?
 Linguists agree that a language can only be called a language if it has a:

o System of rules – grammar

o A sound system – phonology
o And a vocabulary – lexicon

 These are the requirements for identifying a means of communication as a language

Examples :
• A monkey may be able to signal to its partner that it is sharing food. The monkey will produce
sounds and gestures, but will not be able to organize the sounds into a meaningful system with
rules. What the monkey is producing is not a language in the strictest sense of the word.
• Human beings, on the other hand, are able to communicate their desire to share food in
several ways that are understandable to other human beings. They may utter a word (Food!),
raise a question (Want some food?), or give a statement (I’d like to share this food with you.).
• When people use language, they can understand each other because they belong to the
same speech community. They can understand each other because in their speech
community, people share the same set of rules in the language system.
• While growing up, people acquire the languages used by those in the community. This is the
process of language acquisition.
• The language acquired while growing up is known as mother tongue, which may also be
referred to as first language.
• People discover later on that other languages are needed for various reasons. These other
languages may be referred to as second languages.
• People learn these languages by studying formally in school or informally on their own. This
is the process of language learning.
• What happens if people visit another speech community that is different from their own?
Examples :
• American and British speak English. However, they spell English words differently.
• They pronounce words differently. They have different ways of expressing the same concept.
• It can be said the Americans and the British belong to two speech communities which do not
have exactly the same set of rules for their languages.
• This is why there are differences in their languages. The opening activity illustrates this
reality.
• What happens if you, for example, who speak a mother tongue and English, go to work in
China where the residents speak Putonghua (Mandarin) and a little bit of English? Will you be
able to communicate with the Chinese?
• The answer is yes. Though it will be a challenge for you and your Chinese friends to try to
understand each other, eventually you will be able to communicate as you slowly learn each
other’s languages.
• What happening here is called language contact. The result of such contact may be a new
form of language.
• It is possible that in your attempt to communicate with each other, you and your Chinese
friend will produce new language form that is understandable to both of you.
• Your own languages may also change as you constantly interact and communicate with each
other. Thus, language change is the result of language contact.
• Language is indeed a complex human capacity. It is, therefore, important to be aware of its
features and behaviour to be able to use language more effectively and productively in
communicating with others.
LESSON 2
COMMUNICATION
• Communication is generally defined as the exchange of thoughts, ideas, concepts, and views
between or among two or more people, various contexts come into play.
• Context is the circumstances or environment in which communication takes place.
• Such circumstances may include the physical or actual setting, the value position of a
speaker/listener, and the relevance or appropriateness of a message conveyed.
• It focuses on certain communication processes and even groupings of people that constitute a
communication situation.
• Different contexts can impact one’s communication. Each communication style is governed by a
particular circumstance.
COMMUNICATION ACCORDING TO MODE (VERBAL, NON-VERBAL, AND VISUAL)
O Effective communication calls for the blending of verbal and non-verbal types of communication.
One cannot separate one from the other.
• Visual communication is the type of communication that uses visuals to convey information and/ or
messages.
• Visual communication now occupies an important place in any work environment.
O The advantage of visual communication is it makes use of technology that provides
applications, videos, and images that rely less on the printed word making presentations more
interesting. This will leave a powerful effect on the audience and prospective clients.
TYPES OF COMMUNICATION ACCORDING TO CONTEXT
• Communication may also be classified according to context:
o Intrapersonal communication
o Interpersonal communication
o Extended communication
o Organizational communication
o Intercultural communication
Intrapersonal Communication
• The Latin prefix intra means within or inside. It means talking to oneself, inner talk, inner monologue,
or inner dialogue.
• You talk to yourself because you think there is a need to: boost your confidence when you are
nervous to speak in front of an audience, apprise yourself that you performed a good job, or console
yourself that you did a task poorly. Moreover, engaging in inner speech such as fantasizing or
daydreaming is not bad as long as you are able to distinguish it from reality.
• Self-talk can be advantageous as it can enable you to practice what you ought to say in times when
you lack the motivation and confidence to speak.
• One magic statement that you can try is: “I can do it!”. Saying this over and over again will give you
positive reinforcement that you can do things courageously and that it is not impossible to do so.
Interpersonal Communication
• The Latin prefix inter- means between, among, and together. An interactive exchange takes place
as interpersonal communication takes place.
• However, as it occurs, a transaction does not necessarily take place since it can only be a simple
interaction such as greetings, getting to know a person, or ordinary conversations that happen
between or among the interaction. This may occur in dyads or small groups, also known as group
communication.
• Communication can be interpersonal or transactional.
• Interpersonal communication meant to establish or deepen one’s relationship with others, less
seriousness and formality, meant for maintaining social relationships.
O Examples: calling your mom to ask about the menu for the dinner; chatting with your
schoolmate about her birthday celebration, relating your first office interview with your dad.
• Transactional communication meant to achieve something at the end of the conversation, it is
more formal and profound, and it aims to accomplish or resolve something at the end of the
conversation.
O Examples: talking to the cashier when buying food; discussing with the teacher your
progress in the course; making an appointment for a possible job interview; consultation with a
boss regarding a possible project.
Extended Communication
• Extended communication involves the use of electronic media. It includes tele, audio, or phone
conferencing.
• Video conferencing; Skype calls; and other technological means.
O Example: linked by a communication system, people who are far apart, or are far from the
venue, can participate in the meeting or a conference. In n e-conference like this, participants
may not be physically present but are still able to track down the lectures and participate
actively because of the mass articulation and dissemination of information, allowing speakers
to reach a wider group of listeners.
• Since extended communication is public in nature, speakers are expected to be prepared when they
speak, making their language more formal.
• With the use of electronic media, messages are transmitted quickly.
O Example: with the use of internet, recorded videos may be transmitted in seconds/minutes
and may be viewed by a greater number of people.
• With extended communication, your own thinking, behaviour, and attitude may be influenced by
other people and you may be persuaded to take the views you hear.
• It is important then that you weigh what you hear and assess them against those beliefs that you
hold onto so you do not get easily swayed by other people’s convictions.
Organizational Communication
• With this type, the focus of communication plays in organizational contexts.
• Organizations comprise individuals who work for the company.
1. Example: when you graduate, you become a professional, either working for a
company or putting up your own. Whichever, you should know that each organization has
expectations that you as a communication professional should meet or that you as the owner
may establish.
• For an organization to be successful, a system of communication should be put in place. A set of
rules or standards for communication protocol should be made clear so that interaction patterns are
established.
• On the part of the individual, you should be equipped with the needed oral and written
communication skills that the organization expects you to posses.
• There are two types of organizational structures: formal and informal.
• Formal structure allows communication to take place via designated channels of message flow
between positions in the organization.
• This make use of the four approaches:

Downward Communication flows from upper to i.e. president to a

communication lower position manager or
The flow of communication is from top- supervisor, a
down or from a superior to a manger to an
subordinate, usually asking certain ordinary staff
individuals to perform a certain task
Upward Communication is from bottom-up in i.e. subordinates
communication which subordinates send communication to supervisor or
to their superior/bosses bearing their boss
views/feedback on organizational
policies, issues related to their job and
the like.
Horizontal The communication is lateral in Co- employee in
communication approach as it takes place among the same
people belonging to the same level but department
coming from different departments or
units to facilitate performance of tasks
through proper coordination
Crosswise The communication is diagonal in nature Employees from
communication as employee from different units or different
departments working at various levels departments in
communicate with each other. different levels or
positions

• Informal communication comes from unofficial channels of message flow.

• Also known as ‘grapevines’, messages coming from different levels of the organization are
transmitted.
• This occurs due to the dissatisfaction of some employees accompanied by uncertainty, such as
superior playing favourites and unfavourable or unacceptable company rules and regulations.
• Some employees even resort to baseless gossips and rumors which they spread like wide fire.
• Each organization has its own culture. This is referred to as ‘organizational culture’.
• An organization develops its own core values, vision and mission statements, goals, and objectives.
• Organizational culture is of utmost significance since it will dictate the kind of behaviour that
employees should possess as well as the extent of commitment expected from them by the
organization.
• They all share in the values, practices, vision, and mission of the organization.
• Peter Drucker’s famous quote.”Company cultures are like country cultures. Never try to change one.
Try instead to work, with what you’ve got,”
• Organization’s culture is within the control of the entrepreneur or company owner.
• If at the outset, you think you cannot adapt to the organization’s culture, better look for another job
or workplace where you will be happy and in harmony with your superiors and colleagues.
INTERCULTURAL COMMUNICATION
• It is a communication between or among people having different linguistic, religious, ethnic, social,
and professional background.
• Even gender differences affect communication. Individuals having different orientations
communicate and interpret messages differently. This particularly happens with non-verbal
communication.
O Example: Australians consider eye contact as important in assessing the sincerity of a
person while for Indians, looking straight into the eyes of a person while talking is
inappropriate. This does not, however, mean that they are dishonest or insincere.
O Indians interpreted waiving of hands from side to side as no or go away while it means hello
among Westerners.
O For Filipinos, twitching of lips means to refer to something or someone. When someone
asks: “Where is my book?” instead of responding. “There is it,” the response may be twitching
or puckering lips. When this is seen by people from other cultures, such facial expression may
be taken to mean as “seduction”. It is important then not to be judgemental or to rush into
interpretations as cultures sometimes vary enormously.
• Linguistic differences are of the essence. With the advent of world Englishes, different cultures
develop different lexicon particularly only to the speech community.
• 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 varieties, such as thrice, batchmates, CR
(comfort room), solons, barangay captain, and high blood.
• Even in terms of pronunciation, words are pronounced differently by Filipinos, which, to some, are
considered erroneous.
O Example: The word “these” supposedly pronounced with a hard /th/ represented with a / / is
pronounced instead with a /d/ by the average Filipino since hard /th/ is not part of the Filipino
phonology.
TYPES OF COMMUNICATION ACCORDING TO PURPOSE AND STYLE
• The focus here is on the communication setting and the mode of delivery.
• Formal communication employs formal language delivered orally or in written forms.
O Examples: lectures, public talks/speeches, research and project proposals, reports, and
business letters, among others are all considered formal situations and writings.
• Note that while lectures and speeches are delivered orally, the texts have been thought out carefully
and written well before they are delivered.
• The main object of this type is to inform, to entertain, and to persuade.
• Informal communication certainly does not employ formal language.
• It involves personal and ordinary conversation with friends, family members, or acquaintances about
anything under the sun.
O 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-mails messages, personal notes, letters, or text messages.
LESSON 3
COMMUNICATION PRINCIPLES
• Communication is a process of exchanging verbal and non-verbal information between two or
more people who can be either the speaker or the receiver of messages.
• Communication is used to meet the purpose of a person. The purpose could be to inform, to
persuade, or to entertain.
• Communication can be in the form of written, verbal, non-verbal, and visuals.
o Written communication involves texts or words encoded and transmitted through memos,
letters, reports, on-line chat, short message service or SMS, electronic mail or e-mail, journals and
other written documents.
o Verbal communication involves the exchange of information through face- to-face, audio
and/or video call or conferencing, lectures, meetings, radio, and television.
o Non-verbal communication involves the use of the following to convey or emphasize a
message of information.
1. voice
2. body language
3. personal space or distance
4. personal appearance
Visuals involves the use of images, graphs, charts, logos, and maps

 Communication can be intended or unintended.

o Intended communication refers to the planning what and how you communicate your
ides to order people who are older than you are or who occupy a higher social or
professional position such as your parents, teachers, and supervisors, among others.
o Unintended communication, on the other hand, happens when you unintentionally
send non-verbal messages to people to people you are communicating with, or when
you suddenly make negative remarks out of frustration or anger.

 Communication is a complex process that requires you to

o know your audience
o determine your purpose
o identify your topic
o expect objection
o establish credibility with your target audience
o present information clearly and objectively, and
o develop a practical, useful way to seek for feedback.

COMMUNICATION PROCESSES

 The communication process involves elements such as source, message, encoding, channel,
decoding, receiver, feedback, context, and barrier.
o Source
o Message
o Encoding
o Channel
o Decoding
o Receiver
o Feedback
o Context
o Barriers

 Examples of barriers to communication:

o Culture
o Individual differences
o Language use
o Noise
o Past experiences
o Status

 Communication can be a one-way or two-way process.

 Communication as a one-way process is best illustrated in the model of Shannon –Weaver
(1949). In this model, the sender is active while the receiver is passive during the
communication process.
 On the other hand, communication as a two-way process is exemplified by a transaction
model.
 In this model, the messages, information, or ideas are sent and received at the same time.
Hence, the sender and the receiver become active during the process, and both serve as
communicators.

TRANSACTIONAL MODEL OF COMMUNICATION

COMMUNICATION ETHICS

 Effective communicators observe ethics. This means that they deal with values, righteousness,
and behaviour appropriate for human communication particularly in a multicultural situation.
Below are some of the ethical considerations.

o Uphold integrity.
o Respect divert of perspective and privacy.
o Observe freedom of expression effectively.
o Promote access to communication.
o Be open-minded
o Develop your sense of accountability.

GUIDELINES FOR EFFECTIVE COMMUNICATION

 Effective communication plays a crucial role in your personal and professional success. Below
are some guidelines for effective communication.

o Be clear with your purpose.

o Support your message with facts.
o Be concise.
o Provide specific information in your feedback.
o Adjust to the needs, interests, values, and beliefs of your audience.
o Observe communication ethics.
o Be your natural self and appear very confident.
LESSON 4
COMMUNICATION MODES
 It refers to the channel through which one expresses hi/her communicative intent.
 It is the medium through which one conveys his/her thoughts.
 Views or feelings can be communicated through face-to-face interaction, video, or audio. The
mode may also be text-based.

1. Face-to-face
 It is the most common of all the modes.
 It is an informal or casual conversation between two or more people.
 People engage in social conversation to establish relationships or maintain them.
 It is one way of gaining new acquaintances or friends.
 How to speak, what to speak, when to speak, and to whom one is speaking are all important
considerations in building relationships.
 One advantage face-to-face interaction is that aside from directly hearing the message being
conveyed, you are able to note visual cues through facial expressions, gestures, movements,
or even objects or relia from the person/s you are communicating with.

2. Video
 Web cameras are used so that two or more people who cannot interact face-to-face can
communicate.
 If there are no technical glitches encountered, this could be very effective mode of
communication especially for people separated by distance.
o Example: You may engage in a conversation via Skype with your love ones especially
during significant, meaningful or memorable occasions. You are able to hear clearly the
voice and see up close the face of your beloved.
o Other electronic applications that allow video calls are Viber, WhatsApp, Apple
FaceTime, and Facebook Messenger, among others.

3. Audio
 Audio means transmitted sound. Only the voice of the speaker is heard.
 Ordinarily, someone’s voice is heard through the telephone or an answering machine when the
other party is not able to answer a call. In Skype, when a person cannot be contacted or is not
online, a voice message or voice mail can be sent.
 An obvious downside of this mode is not being able to see the body language or cues of the
person you are talking to.
 The audio communication mode is quite difficult especially if you are listening to people with
different accents.
4. Text-based Communication
 Examples of text-based communication are e-mail, facsimile, text messaging, and instant
messaging.
 Social networking site such as Facebook, Twitter, and Instagram likewise offer text-based
interaction.
 While text-based communication does not originally provide video and audion benefits, it has
a wider reach and can disseminate information to a bigger audience quickly.

 The last three modes are all virtual in nature. Those engaged in communication are able to
hear and/or see each other in real time simulating the actual physical setting.
LESSON 5
COMMUNICATION IN SOCIAL MEDIA
1. There are various modes through which we communicate with each other.
2. In the past, these modes took a form of handwritten messages, type written messages, short
telegrams, computer-encoded texts, as well as landline telephone conversations, and
audio/video recorded messages.
3. Because each mode of communication is distinct from the other, the ways in which we craft
our messages differ.
4. Today, with the rapid rise and spread of Internet connectivity, the old forms of communication
have given way to new forms that make communication easier and faster.
5. Read the following news report about the use of social media in the Philippines.
Pinoy’s top social media users, according to study
By: Miguel R. Camus -

6. Filipinos spend more time on social media sites than anyone else in the world, going online
roughly four hours and 17 minutes a day, according to a report released on Tuesday.
7. Filipinos spend most of their online time on sites such as Facebook, Snapchat and Twitter, said
the report, called Digital in 2007, and prepared by social media platform Hootsuite and United
Kingdom-based consultancy We Are Social Ltd.

US among bottom half

8. Brazilians and Argentinians followed closely behind, spending three hours and 43 minutes and
three hours and 32 minutes on social media, respectively, the report said.
9. The United States, where many of these social media players were founded, is among the
bottom half, with Americans spending an average of just two hours and six seconds per day.
The least active were the Japanese, who log on an average of just 40 minutes daily.

10. “It’s probably due to the same cultural dynamics that made us the text messaging capital of the
world,” said Ramon Isberto, spokesperson for telecoms giant PLDT and Smart, referring to
mobile phone text messaging in the past decade that is now giving way to internet-based
applications.
11. “Filipinos like to keep in touch,” Isberto said.

Slowest in Asia-Pacific
12. The Philippines’ social media usage was in stark contrast to its internet speed. Fixed-broadband
speed here is among the slowest in Asia-Pacific, while mobile connections are among the
fastest, according to the most recent Akamai report. 
13. There appeared to be a relationship between poor fixed-broadband speed and time spent on
social media.
14. The Philippines, Brazil and Argentina have an average fixed-line broadband speed of 4.2
megabits per second (mbps), 5.5 mbps and 5 mbps, respectively.
15. The fastest was South Korea, with 26.3 mbps, and its citizens just spend about 1 hour and 11
minutes a day on social media.

Internet use on the rise

16. According to the report, the Philippines’ internet and social media users grew by over 25 percent,
up 13 million and 12 million over last year, respectively.
17. Mobile was also a fast-growing platform, accounting for 38 percent of all Web traffic in the
country, up almost a third over 2016.
18. The Philippines, so far, had a social media penetration rate of 58 percent, higher than the
average of 47 percent in Southeast Asia.
19. Around the world, internet users grew 10 percent, or an additional 354 million people, while
active social media users jumped 21 percent, or an additional 482 million.
20. Global active netizens using mobile phones and other devices surged 30 percent, or another
581 million people.

Digital connectivity
21. The total internet penetration rate stood at 50 percent, or 3.77 billion people, the report showed.
22. “Half of the world’s population is now online, which is a testament to the speed with which digital
connectivity is helping to improve people’s lives,” said Simon Kemp, a consultant at We Are
Social.
23. “The increase in internet users in developing economies is particularly encouraging,” Kemp
added.
24. The report compiles data from the world’s largest studies of online behavior, conducted by
organizations including GlobalWebIndex, GSMA Intelligence, Statista, and Akamai in “a
comprehensive state” of social media reference.
25. The 2016 report has been downloaded 70,000 times and read 2.5 million times on SlideShare so
far.
THE IMPACT OF GLOBALIZATION ON COMMUNICATION
26. As more people cross borders because of globalization, more language contact happens,
making communication more challenging.

The Effects of Globalization on Global Communication

By: Anam Ahmed

https://bizfluent.com/info-8232542-effects-globalization-global-communication.html

27. Connecting with people on the other side of the world is now much easier than it was a few
years ago.
28. Satellites, fiber-optic cables and the internet make it effortless to share information with those
in different time zones and locations.
29. 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.

Increased Business Opportunities

30. Many companies today hire employees that are located in other countries.
31. Using communication vehicles such as video calling make it simple to converse with
colleagues across the globe, almost making it feel as if they are in the same room.
32. Technology also makes it easier to connect with suppliers and customers all over the world,
and to streamline those relationships through improves ordering, shipment tracking and so on.
33. With this kind of communication technology, many businesses are able to take advantage of
opportunities in different countries or cities, improving the economic outlook on a global level.
34. Thanks to global communications, information itself can be transferred as a valuable business
asset from one country to another.
35. This has the effect of making everyone's operations more modern and efficient, regardless
where they are located.

Fewer Cultural Barriers

36. Many people perceive culture to be the root of communication challenges.

37. When people from two different cultures try to exchange information, the way they speak, their
body language or their mannerisms can be interpreted differently by the other person.
38. The way people approach problems and how they participate in communities is all influenced
by culture.
39. Globalization has made it possible, for example, for someone in Japan to understand how
someone in the U.S. goes about their day.
40. With television and movies, cultural barriers are becoming less prevalent.
41. Being able to communicate effectively and frequently with colleagues or friends across the
planet helps people understand each other’s cultures a little better.

Creation of a Global Village

42. You’ve likely heard of the phrase "global village," coined by theorist Marshall McLuhan.
43. Affected both by globalization and global communication, the global village is created when
distance and isolation no longer matter because people are connected by technology.
44. Wide-spread telephone and internet access have been life-changing for many people across
the world, especially those in developing countries.
45. Many are now enrolling in universities across the world without having to leave their desk
chair.
46. Virtual assistant jobs are becoming commonplace, where employees from developing
countries work with companies in North America or Europe, providing administrative support
and other business services that can easily be conducted over the phone or via the internet.

47. Globalization and global communication have made it easier to see people on the other side of
the world as a neighbor, instead of a stranger from a faraway land.
48. There is so much knowledge about other countries and cultures available
49. Online, that it’s no longer a complete mystery.