PURPOSIVE COMMUNICATION

Module 2 (Week 2)

1st Semester
2023-2024
MODULE 2: Communication and Globalization
Overview
The dynamism of communication today is the major catalyst for human
activity, mass consumption, and participation in global life. It has become
the basis for understanding across vast distances and barriers of space and
time. The current era has allowed access and resources that facilitate
borderless communication as part of the establishment of intercultural
relationships among different nations.
Learning Outcomes:
At the end of this module, you are expected to:
a. understand the impact of globalization in communication;
b. identify the 7C’s of communication exemplified in the social media
communication situation;
c. reflect on the importance of technology and social media during this
pandemic.

Topic Outline:
1. Communication and Globalization
A. The Impact of Globalization: A Challenge to Communication
B. The Power of ICT
C. Social Media and Its Applications
D. Uses of Social Media: The 7Cs
E. Functions of Social Media
F. Proper Uses of Social Media

INTRODUCTION

MOTIVATION: How well do you know me?

Complete the table below about the different technology and
applications that we use now.
Function How frequent you use it
(always, sometimes,
never)

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 INTERACTION

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 Topic 1: Impact of Globalization: A Challenge to
Communication
The world phenomenon called Globalization can be defined in various
ways: "the disappearance of borders between nations and the rise and
increase of international relations"; "the similarity of values among
different cultures"; and "everybody and everything together"
International communication plays a great role in the process of
globalization.
The process of communication always plays a significant role in the
existence of human life. It has been utilized even prior to the time of
human civilization when cave writings were first discovered.
The first form of communication was only at the intrapersonal level,
which later evolved into the interpersonal. Then, people started to
consider a wider audience, which led to group communication,
organizational communication, and then eventually to mass
communication.
At the turn of the 21st century, developments in science and
information technology provided tools such as emails, internet, fax
machines, phones, mobile devices, and television, which made
communication easier, faster, and more reliable. At present, it takes
no time to communicate from one corner of the world to another.
Globalization saw the world become integrated with the modern
infrastructures of communication and information technology.
Globalization now deals with the interconnectedness of the people in a
global scale. As a result, countries become witness to the cultures of
other countries.
The impact of globalization on communication also poses a great
challenge among nations which are far apart. According to Ingram
(2017), global connection in a virtual world require people to
understand the dynamics of long-distance collaboration and the impact
of culture on manners of speaking and body language, communicating
with people on the other side of the globe through technology.
Globalization gave birth to virtual communication which allows
anytime-anywhere interaction even without actual face time. For
instance, in sending an email to relatives sender receiver may not
necessarily be active online at same time but the messages can still be
sent and received. Another example is video conference calls through
which people can still manage to see each other virtually mode even
though they are far apart.
Cultural awareness is important in global communication because it
enable one to adjust when interacting with various groups of people.
Thus, when communicating at the global level, one must know the
nuances in people’s language, expressions, and tone. For example, in
Japanese culture, people are not expected to ask personal questions
during first meetings. This is contrary to American culture which
people can share personal information to display warmth and
openness even when meeting for the first time.
Lastly, time is an important element in global communication
especially because different parts of the world are in different time
zones. Even if communication can occur anytime and anywhere
despite distances, there are still limitations especially when it comes to
time. This can happen when people attempt to communicate with each
other on the other side of the globe and their counterparts are usually
at home asleep.

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 Activity 1: The Birth of Global Communication
The Birth of Global Communication Instruction: Watch a YouTube video titled
"From Stone Age to Tech Age: The Big ldeas that Shaped History" by
Dow Chemical Company. Afterwards, answer the following questions:
1. Before the birth of global communication, what were the early forms of
communication used by man?
2. Name some personalities who contributed to the early developments of
the field of communication.
3. In the video, what is the “Stone age” and how is it different from the
“Tech Age”?
4. What are the new tools of communication that contribute immensely to
global communication?
5. What do you think are the advantages and disadvantages of
technology in the emergence of global communication? Give a brief
explanation of your answer.

Advantages Disadvantages

Explanation:

Topic 2: The Power of ICT

The word technology came from two Greek word techne and logos
which means "art," "skill," "craft," or "manner" and "word"
respectively. Everett Rogers (1986) defined technology as "a design
for instrumental action that reduces the uncertainty in the cause-effect
relationships involved in achieving a desired outcome." Technology has
both a hardware aspect (the material or physical aware) and a
software aspect (the information base). In computers, the hardware
consists of semi- conductors, electrical connection, and the metal
frame; while its software consists of the coded instructions that enable
users to utilize this tool. Both the software and hardware are essential
aspects of the computer. Therefor information and communication
technology, otherwise known as ICT, is the combination of hardware
equipment, organizational structures, and social values through which
individuals collect, process, and exchange information with other
individuals.
This technology can be traced goes back to the beginning of human
history since as the invention of the spoken language and early forms
of writing such as the pictographs on the walls of primitive caves. Mass
communication which focuses on that reaches wide audiences date
back Sumerian and Egyptian civilizations through the use clay tablets,

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 then later on through the discovery and invention of the papyrus.
Technologies such as the movable-type printing press by Johannes
Gutenberg did not actually reach a mass audience until the 1830s with
the advent of the "penny press" in the United States. This
development was followed by electronic media technologies like film,
radio, and television which are mainly unidirectional, allowing one
broadcast station to wide convey a message to wide audience.
The 1980s, computer-based communication systems facilitated the
exchange of information on a "many-to-many" basis. It has been as
the "new communication," "the new media," or "interactive media.”
This technology, serving as a "window to the world,” extends the
senses and allow an individual to break the barriers of space and time,
in the process of obtaining information. The key to communications
technologies is electronics. The interactive nature of new
communications is made possible by a computer element--not just a
single technology but a combination of innovations like the use of
satellites in order to deliver a wide variety of programming to cable TV
systems (e.g., QUBE in Columbus, Ohio an experimental, multi
programmed cable television system which several to have interactive
function) through a computer at the head-end of the system. Global
communication becomes possible with ICT connection which possesses
the following characteristics (Rogers, 1986):

1. Interactivity - The capability of the system talk back "talk back or

respond immediately between people in active or passive
conversations which can reach many individuals simultaneously,
like a web which has multi-direction lines.
2. De-massification- The ability to transmit personalized messages
to selected individuals, from a large audience or network as in
sending an individualized message to a friend in Facebook.
3. Asynchronicity- The sending and receiving of messages at a time
convenient to both the sender and receiver even without the
presence of all participants; this communication becomes vital when
needed most.

The invention of computers which led to further advancement in

technology with through the creation of many more complex software
and hardware. The telephone, fax machine, mobile devices, video
conferencing, and the like are only few of the facilities that the human
mind has conceived with the aid of technology. This eventually led to
the transformation of the world into a "global village." Technology has
showered mankind with multi-faceted benefits that have produced
remarkable miracles in social interaction in the aspects of social media
and communication through a virtual space.

Topic 3: Social Media and Its Application

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 Social media refers to the web-based and mobile communication
applications that let people interact with each other and build
networks.
Andreas Kaplan and Michael Haenlein (2010) defined Social media as a
"group of internet-based applications that build on the ideological and
technological foundations allowing the creation and exchange of user-
generated content." This communication technique shapes the way
organizations, communities, and even individuals express themselves.
Social media take on many different forms, including online
magazines, Internet forums, weblogs, social blogs, podcasts,
photographs, videos, ratings, a social bookmarking. The rise of social
media is a key phenomenon which served as a tool to achieve global
communication.
By applying certain capabilities of ICT, particularly in social media
(social presence, media richness) and social processes (self-
presentation, self-disclosure), Kaplan and Haenlein (2010) created a
classification scheme for the different types of social media:
1. collaborative projects (eg., Wikipedia), blogs and micro-blogs (eg.,
Twitter)
2. content communities (e.g, Youtube)
3. social networking sites (e.g., Facebook)
4. virtual game worlds (e.g., World of Warcraft)
5. virtual social worlds (e Second Life), and
6. other technologies hitch include picture-sharing, vlogs, wall. Postings,
email, instant messaging, music-sharing, crowd-sourcing, and voice
over IP, to name a few.
Of all forms of social media, Facebook is the top social network on the
web with over a billion users. In 2015, it held the first spot in the
entire internet among sites people frequently use. Time can only tell
just how long and what it might take for Facebook's popularity to go
downhill. According to a survey of 1,000 IT decision-makers and 4,000
users (Goodwin, 2013), 75% of companies use Facebook followed by
Twitter with 51% in terms of preferences on what social media service
is beneficial when it comes to building enterprise. While over 80% of
companies rely on social media services, a quarter of decision- makers
worry that social collaboration tools encourage employees waste time
and these tools distract them from their jobs. The research shows that
nearly 88% of companies use web-based social media technologies in
the workplace, but most do not integrate social media into their
enterprise IT systems. According Andy Hutchins, director of content
and collaboration at Avanade in the U.K., there is a false sense of
accomplishment in having social collaboration tools available because
it does not necessarily result in an increase in business value
(Goodwin, 2015). The inadequacy of training for social media users
was one of the biggest barriers in using social media, coupled with the
lack of IT resources were both cited by 26% of decision-makers.
Hence, many organizations need to look into more serious functions of
social media further improve productivity.
However, the positive effects of social media and other internet based
social network worth mentioning with high impetus on documenting
memories, learning and exploring things, advertising oneself and other
objects, and forming friendships (Rainie & Wellman, 2012). While
communication can be done more privately in real life internet-based
applications can improve content creation and provide networked
individuals opportunities to reach wider audiences. A good example of

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 the positive use of social media enables marketing. Social media small
businesses to look for more customers who can interact with their
brands through a network. A strong presence on the web can build a
higher level interest that can pull in more possible customers. When
implemented correctly, marketing through social media can bring
remarkable success to any business. Content creation is a voluntary
and participatory act. It is important that networked individuals create,
edit, and manage content in collaboration with other networked
individuals, such as in. This way, social media becomes a space for the
expansion of in expanding knowledge community blogs and the like.

Topic 4: Uses of Social Media: The 7 C’s

1. Communicating- the "conveying of information" as the main function
of social media. It allows users to share messages in multiple
directions. At present, users of social media sites like Twitter can send
messages globally in a short span of time; a phenomenon termed as
"going viral."
2. Cause-support - social media can help solve societal problems
through and raise awareness regarding crusades like messages or
support groups aimed to help calamity victims or empower and
advocate a stand regarding an issue. It provides a "voice for the
voiceless" and empowers vulnerable groups of society.
3. Competitive - since 2007, competitions and contests in social media
has been a trend. Participation, judging process, and announcement of
winners all happen with social media sites for the competition
themselves are dependent on the functions of sites like YouTube,
Facebook and Twitter.
4. Communication research - social media can also be a venue for
online or internet-based research. Certain topics can be further studied
from different social media based resource databases.
5. Connecting others - social media matches people together based on
similar interests. It also allows them to share off site contact
information in conversation, with trained moderators for civil
participation.
6. Client service - social media can be a place where people can market
goods or even file complain to companies.
7. Community service- social media crates a sense of community by
connecting others" by using shared interests to build communities
without a third party platform.

Activity 2: 7C’s of Social Media

Instruction: Identify which of the 7Cs below is best exemplified in the
given social media communication situation. Choose the letter that
corresponds to your answer.
a. communicating e. connecting
b. cause-support f. client service
c. competition g. community service
d. communication research

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 _________1. Promoting Blood Donation campaign through Facebook.
_________2. Search for outstanding writers of the year 2015 sponsored by
a news publishing company
__________3. “A move to stop cutting down trees that cause denudation
of the forest which can bring floods to a village at the foot of the mountain.”
Posted by a resident in the area.
__________4. Sending a message inviting graduates of Batch 2010 to a
Grand Reunion.
__________5. Obtaining data to find out the effectiveness of social media
marketing for a liquor advertised in the web.
__________6. Conveying information on global warming and greenhouse
effect.
__________7. A group of debaters started a chat in Facebook to discuss
social issues.
__________8. An owner of a slightly used car looking for any potential
buyer at Sulit.com.
__________9. A call to stop showing crush videos on the internet.
_________ 10. second-hand clothes of celebrities being auctioned in Twitter

Topic 5: Functions of Social Media

1. Identity- The personal information is revealed such as age, status,
gender; but sharing too much personal information may lead to certain
risks.
2. Conversation - Amount of information exchanged which can have
various purposes and (to build self-esteem or to keep updated with
new ideas or trending topics such as keep environmental problems,
economic issues, social or political conflicts).
3. Sharing - The exchange, distribution, and reception of content.
4. Presence - The awareness of the presence of individuals in the network
as they appear active in communication as social media users who can
be from anywhere, whether active or latent application in the virtual or
real world.
5. Relationships - How people in social media relate and connect another
as friends, relatives, or schoolmates, even as strangers.
6. Reputation - The level of trust among people in social media as they
project themselves and their self-image in a virtual space; therefore,
the users must know how to evaluate the credibility of other social
media users.
7. Groups - The formed communities whose members belong to a certain
aggrupation with common beliefs and interests, hence, agenda and
membership are required in the interaction.

Topic 6: Proper Uses of Social Media

With social media growing by leaps and bounds, users must be aware of
proper decorum in online interactions to foster harmony in the use of
powerful web tools. Some rules in using social media to prevent intrusion or
putting others in harm's way (Deschene,2011) are as follows:

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 1. Know your intentions - "Think before you click." Always be careful in
giving attention, approval, criticism, opinion, or personal information.
2. Be your authentic self - develop or maintain a good sense of self when
posting or sharing. Be authentic and communicate from the heart by
truthfully talking about the things that really matter.
3. If you tweet, be kind - post your thoughts without harming others.
Messages in social media must be assessed carefully before they are
shared.
4. Offer random tweets of kindness - "Is there anything I can do to help
or support?" is a question you may regularly ask on Twitter. Reach out
to help a stranger.
5. Experience now, share later - It is common to snap a picture or a selfie
and upload it immediately on Facebook or send it via email to a friend.
However, this action negates the experience of being in the moment of
sharing and establishing intimacy in real-life.
6. Be active, not reactive - when receiving updates or any type of alerts
in social media accounts, whether a response is needed at all. Use
your offline time to decide the value you can offer.
7. Respond with full attention- people often share links of third-party
articles without actual reading them, or comment on posts after only
scanning them without giving any or enough attention. The user must
devote ample time to absorb the subject and respond to make a
difference.
8. Use mobile social media sparingly- Based on research, 43 % of cell
phones access the internet on their devices several times a day,
referring to it as continuous partial attention. Limit the use of mobile
devices and social media so that important items in life are not
missed.
9. Practice letting go - it may feel unkind to disregard certain updates or
tweets, but there is a need for downtime. You do not need to "catch
up" on the latest updates every single minute.
10. Enjoy social media - use social media with a purpose. There are
no hard-and-fast rules. Follow your own instincts and have fun with it.
Be mindful of what technology can do.

INTEGRATION

Activity 3: I Reflect
Reflect on the importance of technology and social media during this pandemic.
Limit your answers between 5-10 sentences only. (10 pts.)

1. How important are Technology and Social Media during this pandemic? Cite
some scenarios.
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________.

Summary

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reproduction, distribution, uploading, or posting online in any form or by any means
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 Global communication has shrunk the world into what has been described as
a "global village that overcomes constraints of time and space. Now,
communication can be done instantaneously from a particular origin to any
past of the world easily and efficiently. This type of communication beyond
borders gives no reason for transactions and transmission of messages
within limited to the local territories They can be transmitted globally, just as
if the send and receiver of messages are "talking” in a small-room like video
conference or skype call among family members all over the world. This
phenomenon is termed as "talk-nology." Long distance calls or emails to and
from far-away locations are already old forms of global communication.
Currently, social media has made significant strides in making global
communication just a click away. Since communication is not only happening
within a local or territory, the global reach of messages should imply
responsible use of communication through technology.

References:
 Henson, R. (2018). Purposive Communication Crafting Messages with
Intentions. Quezon City, Philippines: C & E Publishing, Inc.
 Madrunio, M. et al. (2018). Purposive Communication: Using English
in Multilingual Contexts. Quezon City, Philippines: C & E Publishing,
Inc.

this module is for the exclusive use of the University of La Salette, Inc. Any form of
reproduction, distribution, uploading, or posting online in any form or by any means
without the written permission of the university is strictly prohibited.
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