LEARNING MODULE FOR FINAL TERM – PURPOSIVE COMMUNICATION

By: Prof. JULIA T. CARDONA, Ph.D.

Evaluating messages and/or images of different types of texts reflecting different cultures

INTRODUCTION
Multimodal Texts
Multimodal texts include picture books, text books, graphic novels, comics, and posters,
where meaning is conveyed to the reader through varying combinations of visual (still image)
written language, and spatial modes. Each mode uses unique semiotic resources to
create meaning (Kress, 2010). LSRW&V are integrated and interdependent activities used in
evaluating texts in order to shape meaning and that any combination of the modes may be
involved in responding to or composing print, sound, visual, or multimedia text.

LEARNING OUTCOMES
Students should be able to explain the answer of the following questions:
1. What is the message?
2. What is the purpose of the message?
3. How is the message conveyed by the text and/or image?
4. Who is the target audience of the message?
5. What other ways of presenting the message?

OBJECTIVES
 Identify multimodal texts as modes of conveying messages;
 Design samples of texts to convey messages in different genres;
 Create short samples of messages using combinations of multimodal texts

ACTIVATING PRIOR LEARNING (Recall of past lessons)

With the different language registers and varieties of English as spoken in the different parts of
the world, the lesson we are going to tackle explains how the multimodal ways of messages
travel from communicators. In many ways, we can successfully transmit messages through
signs, charts, pictures, books, pamphlets, comics, posters, etc. Which of the different genres do
you enjoy doing?

PRESENTATION OF CONTENTS
Forms of multimodal text:
1. Paper – print-based like books, comics, poster, magazines
2. Digital – computer based like slide presentations, emails, e-books, blogs, e-
posters. Web pages, social media, animations, films, movies, video games
3. Live – actual performance or an event
Two or more of the following semiotic system are included in a multimodal text.
1. Linguistic system – linguistic components like vocabulary, structure, and grammar of a
text
2. Visual system – pertains to color, vectors and viewpoint in still and moving images
3. Audio system – refers to the volume, pitch, and rhythm of music and sound effects of
presentation
4. Gestural system – denotes movement, facial expression, and body language of the
characters
5. Spatial system – indicates proximity, direction, position of layout, and organization of
objects in space

Critical Reading of Multimodal Texts

- process of reading that goes beyond comprehension of a text
- the reader must be actively involved in responding to the text
Critical Reading involves:
1. carefully considering and evaluating a reading text;
2. identifying the strengths and implications of the texts;
3. identifying the weaknesses of the text; and
4. looking at the image and deciding how the reading fits into the greater academic
context.

Consider the following questions when reading:

SOURCE
Who created the message? Is the source reliable? Was it by a news, organization, a publis
citizen, an editorial team of a scientific journal, or an advertiser?

MESSAGE
What does the message say? (subject, main point, support?
If the information fair and logical?
What points of view are shared in the message? Which ones are left out?
What images or sounds catch your attention?

MEDIUM
What type of text is used to deliver the message?
What are the advantages and limitations of the text format?

AUDIENCE
Who is the target audience of the message?
How might other people interpret the message of the text?

CONTENT
What is the purpose of the message?
Who controls the transmission of this message?

Listening as Critical Thinking Activity

- requires active thinking because it goes far beyond just hearing a speaker’s message
- it involves analyzing the information of a speech and making important decisions about
truth, authenticity, and relevance
Hence;
1. involves being able to access the strengths and weaknesses of an argument;
2. involves being able to distinguish between the fact, theory, and opinions of argument;
3. allows for thinking outside of the box;
4. allows for compromise and growth;
5. involves being able to judge credibility of sources;
6. requires accessing the quality of evidence;
7. involves discerning the quality of evidence;
8. involves priorities on what to remember and in what context;
9. allows for fewer mistakes and reduces trial and error in everyday life;
10. does mean negative thinking;
11. is a normal process that requires practice and reinforcement;
12. requires an open mind and the ability to consider and understand all side of an issue, and
13. means replacing name calling and images with reason compromise and the ability to
persuade instead of attack

APPLICATION
1. For Reading: Is the intended meaning for the given message clearly received? If yes,
rephrase the writer’s information in the text. If not, what makes it difficult or confusing
to assimilate?
2. For listening: Can you identify the lapses wherein the intended message was misquote?
Is there a problem in the manner wherein the messages were delivered? What variety
of English was it used in the listening text?

Communication Aids and Strategies using tools of technology

Use of Technology in Business Communication
Communication is very essential in business development. Communication involves the flow of
information among business partners, consumers, distributors and employees.
A business will use technology to speed up communication or information flow among these
parties.

Communication is a very essential in business development. Communication involves the flow

of information among business partners, consumers, distributors and employees. A business
will use technology to speed up communication or information flow among these parties.
Technology presents businesses with various communication tools which include email , visual
communication ”share point” , mobile phones, internet , just to mention but a few. It is up to
the business owners to know how to utilize these technologies and improve their
performance.  

The following are the uses of technology in business communication.

Integration of Technological communication tools:  Technology creates an environment where
data, internet protocol and voice networks can be combined to simplify business
communication. With a well-executed plan, a business can save money and increase on its rate
of production. If a business plans and manages its communication technology well, it can
gain competitive advantage in the market which will result into business growth. For example, a
business owner can use video conferencing technology to hold a meeting with their employees.
This will save them time as they do more other beneficial roles which can result into business
growth. Also business managers can use technology to monitor and assign tasks to employees
using electronic mails. This is good proof that technology in business communication can result
into increased production.

Strengthen of customer relationship: With the use of communication technology, your

customers will have more than one channel to contact you and voice out their concerns as
regards to your service of products.  For example, A business can set up a website for its
services, through this website; customers can contact the business using the contact system on
the website.  On most service based websites, they include ‘’Send us feedback’’ option, which
allows customers suggest areas of improvement in a service. This communication and exchange
of ideas helps the business structure their service basing on customer’s needs.

Effective and reduces costs: A business does not need to spend too much money on
communication. Within the business, they can create a centralized data center which helps
employees query and get information on time, yet employees can also use email or instant
messaging service to communicate, this makes the flow of information easier which helps
in decision making.

Set-up a Network. Now days many businesses have cut costs by creating information sharing
networks at the workplace. Creating an information sharing network saves time and money. In
this case the business doesn’t have to buy individual communication equipment for each
employee.  At work, employees can share some of these technological tools to accomplish
certain tools. For example, when setting up a network in a workplace, employees can have one
data center where they save and retrieve all data, the same network can allow them to print
and fax documents using on shared fax or printing machine.

Technology has altered modern life in many ways, especially in the workplace. The invention of
computers, the miniaturization of electronics and the development of wireless communication
have all altered the business world. Business communication, in particular, has seen some of
the greatest advancements due to technological developments.

Cellular Phone

One of the biggest advancements in communication has been the development of the cellular
phone. In the past, your only chance of reaching employees was when they were at their desks,
prompting endless games of “phone tag” as people tried to connect during busy workdays.
Now, workers are reachable no matter where they are, and even during non-work hours. The
development of smartphones has also greatly expanded the types of business activities you can
transact when out of the office, increasing productivity and extending the workday.
Other Screens

Phones are not the only high-tech communication devices, of course. Computers come in a
wide variety of configurations these days, including tablets, small-but-powerful laptops, 2-in-1
devices that serve as either a laptop or tablet, and other variations. These devices all have built-
in wireless capabilities and can also be configured with mobile communications, making them,
in essence, large cell phones. Whatever device a business person carries, it facilitates verbal,
text and image communications.

Teleconferencing

High-speed data connections allow for the use of teleconferencing, virtual meetings held over
audio and video links. Teleconferencing can save substantial amounts of money otherwise
spent on travel by connecting important employees in far-flung branches together to share
ideas and information. The use of virtual whiteboards, communal data-sharing platforms where
remote users can interact as if around the same table, further increase the possibilities of the
virtual workplace.
Image Scanning
Document and image scanners allow workers to convert paperwork, plans, diagrams and
photos into electronic files quickly for storage and transmission. Instead of relying on hand
delivery of important documents across town or across the country, employees can scan and
send these files in a matter of seconds across the Internet. An architectural firm could, for
instance, scan updates to a plan, transmit it to the client, receive changes and make alterations
all before a messenger would have been able to make the first run across town.

RFID

The development of radio frequency identification has substantially changed the field of
business logistics and, paired with other business communication advancements, has the
potential to increase a company’s efficiency significantly. RFID tags are small chips that respond
to radio waves with encoded information, allowing companies to tag and track items and
materials. When an employee activates a scanning device, all RFID tags within range will
respond with their coded information, allowing for quick updates of warehouse inventories and
real-time tracking of shipments as they pass through the supply chain. Being able to access
inventory on demand allows companies to take advantage of “just-in-time” shipping, providing
products and material only when needed to reduce warehousing requirements and reduce the
amount of excess stock stored at retail or office facilities.

Communication for Various Purposes

Objectives:
This topic enables students to:
1. To obtain, provide, and disseminate information accurately
2. To persuade and argue using proper registers applied to purpose

Meaning and Nature of Communication:

The exchange of information or passing of information, ideas or thought from one person to
the other or from one end to the other is communication. According to McFarland
communication is, “a process of meaningful interaction among human beings. More specifically,
it is the process by which meanings are perceived and understandings are reached among
human beings.” Newman and summer defined communication as “an exchange of facts, ideas,
opinions or emotions by two or more persons.”

Communication is the process of passing information from one person to another. The purpose
of communication understands of information. Whatever one wants to say to someone should
be clearly understood by him else the very purpose of the communication would be defeated.
In an organization communication facilitates the flow of information and understanding
between different people and departments through different media using all the channels and
networks. This flow of information is vital for managerial effectiveness and decision making in
general and for human resource manager in particular as he has to be in contact with the
managers of various departments, employees and workers and trade union leaders.

Communication thus helps understand people better removing misunderstanding and creating
clarity of thoughts and expression. It also educates people. The communication may be written
or oral, formal, informal, and upward, downward, horizontal, diagonal, interpersonal,
intrapersonal, interdepartmental, intra-organizational.

The communication brings people together, closer to each other. The communication is an
important management function closely associated with all other managerial functions. It
bridges the gap between individuals and groups through flow of information and understanding
between them. Information is the most vital aspect for communication. It is the information
which is transmitted, studied, analyzed and interpreted and stored. The manager therefore has
to spare time to collect, analyze and store the information for decision-making and routine day
to day business.

Purpose of Communication:
Management is getting the things done through others. The people working in the organization
should therefore be informed how to do the work assigned to them in the best possible
manner. The communication is essential in any organization.

The purpose of the communication can be summed up into the following:

1. Flow of Information:
The relevant information must flow continuously from top to bottom and vice versa. The staff
at all levels must be kept informed about the organizational objectives and other developments
taking place in the organization. A care should be taken that no one should be misinformed.
The information should reach the incumbent in the language he or she can understand better.
The use of difficult words should be avoided. The right information should reach the right
person, at right time through the right person.

2. Coordination:
It is through communication the efforts of all the staff working in the organization can be
coordinated for the accomplishment of the organizational goals. The coordination of all
personnel’s and their efforts is the essence of management which can be attained through
effective communication.

3. Learning Management Skills:

The communication facilitates flow of information, ideas, beliefs, perception, advice, opinion,
orders and instructions etc. both ways which enable the managers and other supervisory staff
to learn managerial skills through experience of others. The experience of the sender of the
message gets reflected in it which the person at the receiving end can learn by analyzing and
understanding it.

4. Preparing People to Accept Change:

The proper and effective communication is an important tool in the hands of management of
any organization to bring about overall change in the organizational policies, procedures and
work style and make the staff to accept and respond positively.

5. Developing Good Human Relations:

Managers and workers and other staff exchange their ideas, thoughts and perceptions with
each other through communication. This helps them to understand each other better. They
realize the difficulties faced by their colleagues at the workplace. This leads to promotion of
good human relations in the organization.

6. Ideas of Subordinates Encouraged:

The communication facilitates inviting and encouraging the ideas from subordinates on certain
occasions on any task. This will develop creative thinking. Honoring subordinates’ ideas will
further motivate them for hard work and a sense of belonging to the organization will be
developed. It will provide them with the encouragement to share information with their
superiors without hesitation. The managers must know the ideas, thoughts, comments,
reactions and attitudes of their subordinates and subordinates should know the same from the
lowest level staff of their respective departments.

The communication facilitates inviting and encouraging the ideas from subordinates on certain
occasions on any task. This will develop creative thinking. Honoring subordinates’ ideas will
further motivate them for hard work and a sense of belonging to the organization will be
developed. It will provide them with the encouragement to share information with their
superiors without hesitation. The managers must know the ideas, thoughts, comments,
reactions and attitudes of their subordinates and subordinates should know the same from the
lowest level staff of their respective departments.

Communication for Work Purposes

Lesson Transcript by: Jennifer Lombardo

Workplace communication is very important to companies because it allows companies to be

productive and operate effectively. Employees can experience an increase in morale,
productivity and commitment if they are able to communicate up and down the
communication chain in an organization.
Definition
Gertrude has returned to work at her toy company job after a week's vacation. She heads to
her office and cringes when she turns on her computer. Her email inbox shows 400 messages
waiting for her reply as well as a bunch of voicemails. Gertrude sighs and realizes there is no
escape from workplace communication.
Workplace communication is the transmitting of information between one person or group
and another person or group in an organization. It can include emails, text messages,
voicemails, notes, etc.

Important Advantages
Workplace communication is vital to an organization's ability to be productive and operate
smoothly.
1. Workplace communication improves worker productivity.
Research has shown that effective lateral and work group communication leads to an
improvement in overall company performance. It has also been discovered that employees who
were graded as highest in production had received the most effective communication from
their superiors. For example, Gertrude works in engineering, and her prototypes of toys receive
accolades. She is an effective communicator about her designs and how they will be played
with in real life by kids. In addition, she receives specific guidance from her superiors, allowing
her to create designs quickly and efficiently.
2. Workplace communication can increase employee job satisfaction.
Employees feel empowered if they are able to have upward communication. This type of
communication is when information flows upward in an organization and usually consists of
feedback. If bosses or managers are able to listen to employees and respond, this leads to an
increase in employee job satisfaction.
In addition, employees are also happy if there is intense downward communication, which is
information flowing down from superiors or managers to direct reports. Gertrude recently sent
an email to her boss recommending that her department upgrade its design software. Her
upward communication feedback was not just acknowledged but also acted upon, resulting in a
very happy design team.
3. Workplace communication can also have a positive effect on absenteeism and turnover
rates.
Communication flow is very important to workers. Employees have to feel secure that they are
receiving truthful and updated information from superiors. They also want to have the ability to
share ideas, thoughts and concerns within the company. Studies have shown that even after a
layoff, companies that have excellent communication are able to retain the surviving
employees.
Gertrude did survive a corporate merger and was very concerned about her future with the
company. Her immediate managers communicated right away that she was a huge value to the
organization and would be getting a promotion within the year. This ultimately provided
Gertrude with a reason to fully commit to a new organizational structure.
https://study.com/academy/lesson/workplace-communication-importance-strategies-
examples.html

Communication for academic purposes

Learning Outcomes:

The learner has reliably demonstrates the ability to:

1. Develop, through general knowledge gained in a wide range of subjects, insights into
both self and society.
2. Communicate competently at a level required for college studies, showing flexibility and
clarity of thought and expression.
3. Utilize critical thinking processes and problem solving techniques to anticipate problems
related to language application in academic and workplace contexts.
4. Examine and evaluate various aspects of our changing society to assist in developing a
sense of personal and social responsibilities as a citizen in society.
5. Employ basic vocational skills required for college studies and/or the workplace.
6. Conduct research and write essays and reports according to academic conventions at a
level required by college institutions and the workplace.

Written communication for academic purposes

English is the language of international business and, therefore, it is very important that
Business people are able to adequately express themselves in spoken and written English.  In
order to communicate effectively in written English, a business person must not only possess a
good understanding of the English lexicon and related syntactical structures and rules but he
must also be able to use the appropriate lexical and syntactic structure in particular types of
written business correspondence. In this highly interactive business arena, participants will
learn situation-specific vocabulary and grammar structures they can use to write clear and
compelling emails, reports, proposals and CVs through group work and a variety of practical
exercises.   The student participants will be equipped with practical and essential writings skills
that will enable them to communicate effectively in different formats so they can achieve
optimal business outcomes in English-speaking markets.

The Sub-topics to be taken include:

1. The guidelines of business writing

2. The different purposes of sentences: declaratives, interrogatives and imperatives
3. Simple / compound / complex-compound sentences: clauses, coordinating conjunctions
and collocations
4. Phonological and grammatical punctuation: pauses, emphasis and sentence structure
5. The registers of written English: formal, consultative and informal
6. Cover letter and CV writing skills: structure, adjectives and abbreviations
7. Email and letter writing skills: addressing, formulating content, concluding, signing off
8. Proposal writing skills: executive summary, statement of need, project definition and
budget analysis
9. Report writing skills: title, summary, introduction, body, conclusion, appendixes
10. Memo writing skills: bullet lists, headings and calls to action
11. Common grammatical mistakes and how to avoid them

The Students’ tasks include:

1. Construct meaningful simple, compound and complex-compound sentences
2. Construct sentences for specific purposes
3. Structure different types of written correspondence (emails, letters, reports, proposals,
memos)
4. Use grammar structures and punctuation appropriately in different types of business
correspondence
5. Avoid common grammar mistakes in written English

The Business Writing:

Objectives:
A. Write comprehensive application letter;
B. Design curriculum vitae (CV) that goes with the application letter;
C. Apply grammar rules in crafting the CV and application

1. Writing an Application Letter

Resumes, applications and cover letters

The most popular of all business correspondence we have come across all these years are
letters. Almost all people in the business regard letters in any form are still closely associated
with as most important communication. And for anything that has been established on rules of
writing are believed to be rules and regulations that couldn’t be ignored. As rules are followed,
so as with writing good business correspondence. There are rules though that the writer could
adjust according to his style and need but before doing any alterations it is best to suit to
acceptable style of writing.
The Essential Parts of the Letter The Optional Parts
1) The Letterhead Attention line
2) Dateline Subject line
3) Inside address Carbon copy notation
4) Salutation Blind carbon copy notation
5) Body of the letter Enclosures
6) Complimentary close Postscript
7) Signature Reference initials