BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

BISCAST Vision, Mission, Core Values and Quality Policy

VISION The premier Applied Sciences and Technology

institution in the country
Produce quality graduates who are highly
competitive and socially responsive to the needs of
MISSION the community along instruction, research,
extension and entrepreneurial undertakings through
excellent applied sciences and technology
education.
B – Brilliance
I – Integrity
S – Student-centric
CORE VALUES C – Competence
A – Adaptability
S – Service-excellence
T – Teamwork
BISCAST is committed to provide quality applied
sciences and technology education and relevant
QUALITY POLICY services through continual improvement of its
quality management system, satisfying applicable
requirements, thereby exceeding stakeholder’s
expectations.

GRADING SYSTEM COURSE INFORMATION SHEET

Class Standing 50% Course Code PURC001

Project 20% Course Title Purposive Communication
Major Exam 30% Credit Units 3
Total 100% Number of 3
contact hours
E-mail address francepmotos@gmail.com
Consultation 10:00AM – 11:30AM (FS)
time 05:00 PM – 06:30PM (FS)
05:00 PM – 06:00PM
(TWTh)
Google 6cd5hd6
Clasroom ijr6kvb
7qcpucv
Facebook France Motos
Messenger (@francemotos)
Account
Contact No. 0930-524-4138
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

PURPOSIVE COMMUNICATION

COURSE DESCRIPTION

This course is about writing, speaking and presenting to different audiences for various
purposes. It develops students’ communicative competence and enhances their cultural and
intercultural awareness through multimodal tasks to provide opportunities for communicating
effectively and appropriately. The knowledge, skills and insights that they gain may be used in
their academic endeavors, in their chosen disciplines and in their future careers.

COURSE LEARNING OUTCOMES

At the end of the course, the students should be able to:

1. Convey ideas through oral, audio-visual, and/or web-based presentations for different
audiences using appropriate registers.
2. Create clear, coherent, and effective communications materials.
3. Present ideas persuasively using appropriate language registers, tone, facial expressions and
gestures.
4. Write and present academic papers using appropriate tone, style, conventions and reference
style.
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

COURSE OUTLINE
MODE OF DELIVERY
COURSE
OBJECTIVES
TOPICS/ CONTENTS SYNCHRONOU ASYNCHRONOU
S S

1. 1. Facebook 1. Softcopy sent

1.Define I. Communication in the Twenty-First 2. Google through:
communication Century Classroom a. Facebook
, discuss its 1. What is Communication? b. Google
elements, 2. Elements of Communication Classroom
barriers, and 3. Barriers of Communication
types and 4. Types of Communication
explain its 5. Importance of Communication
importance in
the society.
1. Facebook 1. Softcopy sent
2. Explain the II. Communication Models 2. Google through:
principles and 1. Aristotle’s Model of Classroom a. Facebook
processes of Communication b. Google
communication 2. Shannon-Weaver’s Model of Classroom
as embodied in Communication
the 3. Osgood-Schramm’s Model of
communication Communication
models 4. White’s Stages of Oral
provided. Communication

1. Facebook 1. Softcopy sent

3. Explicate the III. Communication Ethics 2. Google through:
ethical Classroom a. Facebook
principles of b. Google
communication Classroom
.

4. . Determine 1. Facebook 1. Softcopy sent

culturally IV. Communication and Globalization 2. Google through:
appropriate 1. Globalization Classroom a. Facebook
terms, b. Google
2. World Englishes
expressions and Classroom
images 3. Culturally Sensitive and Bias-Free
(sensitivity to Language
gender, race, a. Race and Ethnicity
class etc.) as b. Gender and Sexual Orientation
well as adopt c. Social Class
cultural and d. Age
intercultural
awareness and
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

e. Disabilities
1. Facebook 1. Softcopy sent
sensitivity in 2. Google through:
communication Classroom a. Facebook
of ideas. b. Google
Classroom
5. Speak in 1. Facebook 1. Softcopy sent
public in an 2. Google through:
organized and V. Public Speaking Classroom a. Facebook
competent b. Google
manner 3. Google Meet
Classroom
4. Zoom
1. Facebook 1. Softcopy sent
6. Construct VI. Simulating the Philippine Workplace 2. Google through:
basic Classroom a. Facebook
workplace 1. Professional Correspondence b. Google
documents 3. Google Meet
2. The Job Application Process Classroom
based on the 3. Job Interview 4. Zoom
principles of
corporate o
professional
communication
.
VII. Persuasive Speaking 1. Facebook 1. Softcopy sent
7. Appreciate 1. The Importance of Persuasive 2. Google through:
the Speech Classroom a. Facebook
fundamentals b. Google
2. The Basics of Argumentation 3. Google Meet
of persuasive Classroom
speaking and 4. Zoom
deliver and
write effective
speeches for
and against
issues
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

TOPIC 1 MEANING, ELEMENTS, TYPES, BARRIERS OF COMMUNICATION

INTRODUCTION

In this lesson, you will be exposed to the different ways of looking at communication. It should
give you a good understanding of why communication should be studied and the potential of
such a course in helping you transform yourselves and the society.

By the end of this chapter, you should be able to:

1. have a thorough understanding of the meaning, elements, barriers, and models of

communication.
2. understand the importance of communication in the society.

PRE-LEARNING ACTIVITY

What do you think are the qualities of an effective communicator? List down at least 5 and give
the reasons why a person should possess those qualities.

DISCUSSION

COMMUNICATION…
“The art of one’s communication reflects the art of one’s thinking.” – James Berlin

Communication is the art of transmitting knowledge, ideas, information and thoughts from one
person to another. The transfer should be such that the receiver understands the meaning and the
intent of the message and give proper feedback.

The term communication is derived from the Latin word “Communis” which means to share.
Communication is made even more meaningful and purposive because it is a shared experience
directed towards a common end: to communicate in order to be understood, which is the basic
purpose of communication.
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

Communication is important because of the following reasons: It is the bases for action,
planning becomes easy, it is a means of coordination, it aids in decision making, provides
effective leadership, it boost morale and motivation. Furthermore and the most important,
communication bridge the gap between individuals and groups through flow of information.
Thus, it brings people together, closer to each other.

Communication Process & The Elements of Communication

The communication is a dynamic process that begins with the conceptualizing of ideas by the
sender who then transmits the message through a channel to the receiver, who in turn gives the
feedback in the form of some message or signal within the given time frame. Thus, there are
Seven major elements of communication process:
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

1. Sender. The sender also known as the encoder decides on the message to be sent.
2. Receiver. Refers to the intended recipient of the message communicated or sent by the
sender. He decodes or interprets the message received.
3. Message: The message can be written, oral, symbolic or non-verbal. It serves as a link,
which connects both the sender and the receiver toward meaningful understanding.
4. Channel. This is the medium used by the receiver to transmit the idea after being encoded
into a message. It is the avenue or means by which a message is transmitted or conveyed. An
example of this are letter, in the form of an email, internet, radio, etc.
5. Feedback. This is the reaction or response of the receiver, which is communicated to the
sender. This is important as it determines whether or not the decoder grasped the intended
meaning and whether communication was successful.
6. Noise. This is also called interference. It refers to all kinds of disturbances or distractions
that present a gap in the communication process during the transmission of the message
from sender to receiver.
7. Context. Communication does not take place in a vacuum. The context of any
communication act is the environment surrounding it. This includes , among other things,
place, time, event, and attitudes of sender and receiver.

Activity 1 (Expected Output for submission- goggle class)

In the following situations, identify the elements of communication and explain the reason why it
refers to those particular elements of communication.

1. A company manager talking to his/her secretary

2. Your classmate asking you about your experiment
3. A billboard of a new soft drink
4. A news anchor delivering a news report
5. A traffic light
6. A vendor asking you to consider buying his/her goods
7. 7. A pedestrian arguing with the police officer/traffic enforcer
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

MODELS OF COMMUNICATION

1. Aristotle Model
- is the widely accepted and the most common model of communication where the sender
sends the message or the information to the receiver.
- the speaker plays a key role in communication
- speaker should adjust his messages according to his audience and the occasion to achieve a
particular effect.
- also known as Linear model of communication

2. Shannon-Weaver Model
- often called the “Telephone Model”
- consisted of three primary parts: sender, channel, receiver
- it has the following elements: information source, which produces the message
(sender); transmitter, which encodes the message into signals (encoder); a channel, to which
signals are adapted for transmission; receiver, which decodes the message from the signal; a
destination, where the message arrives.

3. Osgood-Schramm Model
- it pays attention to the role of the interpreter
- encoding and decoding are not automatic process, both go through the filter of the interpreter
therefore, the message may succeed or fail based on the interpreter ‘s appreciation of the
message
- there are times when the sender and the receiver may apply different meanings to the same
message and this is termed “semantic noise.”

4. Eugene White Model

- this model is called the “Stages of Communication”
- according to him oral communication is a continous process with no real beginning or
end
- the most important contribution of this model is the concept of “feedback”
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

TYPES/CATEGORIES OF COMMUNICATION
1. Verbal Communication
2. Non-Verbal Communication
a. Oral Communication
b. Written Communication

Verbal Communication deals with the use of spoken words or language to transmit
information or message.
a. Oral Communication: A communication which happens through word of mouth, spoken
words or conversation.
Examples: Public speech, News reading, Television, Radio, Telephone/Mobile conversation

b. Written Communication: A communication which happens through which the message of

the sender is conveyed with the help of written words.
Examples: letters, personal journals, e-mails, reports, articles, memos

Non-Verbal Communication is a process of communication without using words or sound. It

uses gestures, body language, facial expressions, eye contact, clothing and tone of voice and
other cues to convey a message.

Activity 2
Below are examples of Non-Verbal communication. Give at least 2 specific examples for each
and explain the message/s conveyed by each: ( You may send/submit pictures, video clippings,
etc.)

1. Touch
2. Facial Expressions
3. Posture
4. Gestures
5. Appearance/Clothing
6. Cultural Artifacts
7. Proximity
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

BARRIERS TO COMMUNICATION

Barriers to communication can be defined as the aspects or conditions that interfere with the
effective exchange of ideas or thoughts. These are the classification of communication barriers:

 Physical Barriers
 Language and Semantic Barriers
 Socio-Psychological Barriers
 Cultural Barriers
 Physiological

Physical Barriers. An example of this barrier to communication is geographic distance between

the sender and the receiver. An examples of these are: large working area, closed office doors,
separate areas for people of different status which forbids team from effective interaction with
each other, noise (internal and external ), time and distance, information overload and faulty
equipment.

Language and Semantic Barriers. Language is the most commonly employed tool of
communication. The fact that each major region has its own language is one of the barriers to
effective communication. As per some estimates, the dialects of every two regions changes
within a few kilometers. Even in the same workplace , different employees will have different
linguistic skills. For example, a message that includes a lot of specialist jargon and abbreviation
will not be understood by a receiver who is not familiar with the terminology used. Words vary.
There are similar sounding words which is called Homophones (e.g. rain/reign). Words have
multiple pronunciations called Homographs (e.g. The bandage was wound around the wound).
There are words which have the same spelling and pronunciation but have different meaning
(e.g. Never desert your friend in the desert.). This is called Homonyms. Then, the literal meaning
of a word which is called Denotations and Connotations the emotions and associations connected
to a word.

Socio-Psychological Barriers. Psychological barriers can be described as the cause of distorted

communication because of human psychology problems. All of these conditions are very
difficult to manage sometimes and will most certainly limit the ease of communication.

Examples of these are:


 attitude and opinions  closed mind
 fields of experience  filtering and distortion of message
 low self-esteem/ poor self-image  distrust
 emotions  phobia
 status difference
 group identification
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

Cultural Barriers. The norms of social interaction vary greatly in different cultures. Different
cultures have a different meaning for several basic values of society. Religions or lack them,
values, language, concept of time and space, gestures, dressing, food, pets and the general
behavior will change drastically from one culture to another.

Physiological Barriers. Certain disorders or diseases or other limitations could also prevent
effective communication. A receiver with reduced hearing may not grasp the entirety of a spoken
conversation, blurred vision, shrillness of voice, dyslexia are all examples of physiological
barriers to effective communication.

Activity 3
List down suggestions on possible ways or means to overcome the different barriers to
communication. Give at least 2 for each communication barriers.

Ways/Means To Overcome Barriers to Communication

For Physical Barriers:

1.
2.

For Language and Semantic Barriers:

1.
2.

For Socio-Psychological Barriers:

1.
2.

For Physiological Barriers:

1.
2.

For Cultural Barriers:

1.
2.
 BICOL STATE COLLEGE OF APPLIED SCIENCES AND TECHNOLOGY

THE FOUR (4) ETHICAL PRINCIPLES OF COMMUNICATION

1. They advocate truthfulness, accuracy, honesty, and reason essential to the integrity of
communication.

a. Nowadays, social media and speeches in public have been so filled with black
propaganda and whitewashing that there is a call to reiterate the need for truth and
honesty. It is important to be accurate when we communicate and to have facts and
figures to prove our assertions. It is important to be reasonable, rather than to be too
emotional or threatening when we communicate.

2. Freedom of expression, diversity of perspective, and tolerance of dissent to achieve the

informed and responsible decision-making fundamental to a civil society.

a. To have a vibrant democracy, we must be able to hear different perspective and have a
high tolerance for views that are different from ours. It is important to foster an
environment where people feel safe enough to express what they think and feel.

3. Condemn communication that degrades individuals and humanity through distortion,

intimidation, coercion, and violence, and through the expression of intolerance and hatred.

a. This condemnation is important because it safeguards society from racism, sexism, and
violence against oppressed peoples. History has shown us that a tolerance for hate
speech, as well as speeches that incite violence and the act of killing, have been instituted
such violence in society, whether this is in the context of slavery, colonialism, or
misogyny.

4. Communication should “accept responsibility for the short-and long-term consequences of

our own communication and expect the same of others.

a. Everytime we communicate , we should consider the consequences of our actions.

Therefore, if one risks to communicate maliciously, spread false news, or incite hatred or
violence, he or she should be ready to face the consequences of such actions.

Activity 4
Reflection Paper: What do you think will happen to the family, society, or to the world we live
in if each member and the people will not observe the ethical standards of communication?
(Pls. write in not more than 150 words.)