PURPOSIVE COMMUNICATION

MODULE FOUR
Communication and Technology

Rationale:

In the past, people communicated through handwritten messages, landline phone

conversations, and audio-video recorded messages. But in recent years, all of these have
been replaced by new forms of communication which resulted from various technological
advancements and the rise of internet connectivity.

As we move toward a digital society, computers, the internet, and mobile devices play a
central role in our lives. Instant messaging and social media have redefined our ways of
communicating, even our relationship with others.

In this module, we will be looking at the effects of technology in communication, including

the different communication aids that we can use in order to present our ideas better.

Learning Objectives:

By the end of this lesson, students should be able to:

a. Assess the role of social media in communication.
b. Identify the different communication aids for effective delivery of message.
c. Distinguish the different strategies that can be employed in choosing the appropriate
communication aids to be used.
d. Demonstrate competency in using communication aids for effective delivery of
messages.
e. Deliver an effective audiovisual presentation aided by multimodal texts and technology.

GAN | 2020 1
Communication and Social Media

According to a survey conducted by Hootsuite in January 2018, about half of the

world’s population is now online. Of this number, 52% uses mobile phones as the primary
devices of connectivity. Also, of the 4 billion internet users in the world, about 3 billion
people are social media users.

In the Philippines, the use of social media is one of the most active web-based
activities. This is why Filipinos are generally known for being the most active users of a
number of social networking sites like Facebook, Instagram, and Twitter. Being the “Social
Networking Capital of the World”, Filipinos use these sites for various platforms such as
marketing and political campaigns.

Based on a survey by the House of I.T. in December 2018, there were some interesting
information discovered. Some of which are:

a. 47% of Filipinos are active social media users; 40% are active mobile social
users
b. 87% of Filipino adults are mobile phone users
c. Facebook is the most active social media platform with 26%, followed by
Facebook Messenger with 23%, while Twitter and Instagram also top the list
with 13% and 12%
d. Filipinos aged 20-29 years old are the most active users on Facebook
e. The Philippines tops the list of countries with the most time spent on social
media each day

Given these facts, we cannot deny the influence of social media in our communication
activities on a daily basis. It is proving to be a vital part of how we communicate. Online
communities have proven to possess a very significant voice influencing business processes,
educational practices, and even nation building. While social media’s primary role is to
connect people and develop relationships, there are some criticisms that it does the opposite.

GAN | 2020 2
The Five Cs of Social Media

While there are numerous tools and kinds of social media, they all share a common
set of characteristics.

a. Community
One of the primary purposes of social media is the creation of communities: a
fellowship and relationship with others who share common attitudes, interests, and
goals (Eversendai Engineering, 2017). These communities allow individuals to have
fun and meaningful conversations with each other despite geographic locations or
time zones (Post, 2017).

b. Conversation
Gone are days when communication was just done one-way. Today, through the use
of social media, everyone has a chance to contribute something to the conversation.
From mere consumers of information, people have now become producers as well.

c. Collaboration
As already stated, now that everyone is given a chance to contribute, social media use
has also paved the way for collaboration. Social media promotes an exchange of
information between you and your audience and among your audience by inviting
participation (Eversendai Engineering, 2017).

d. Connection
Accessing any information online is as easy as clicking a link. This feature of internet
connectivity is where social media thrives on. With just a click, everyone can be
connected.

e. Contribution
Social media encourages users to interact with each other. Whether positive or
negative, people are given the chance to contribute. All of us have the chance to leave
our social footprints.

GAN | 2020 3
Effects of Social Media on Communication

With about 2 billion social media users worldwide, we can say that over a third of the
world’s population uses some form of social media to communicate.

So how did social media change how we communicate? Here are two articles that look at
the negative and positive impacts of social media in communication.

In Sherry Turkle’s article entitled Connected but Alone, it was pointed out how we have
become dependent on technology. Here are some highlights of the talk:
a. Those little devices [mobile devices] in our pockets are so psychologically powerful
that they don’t only change what we do, they change who we are.
b. We are getting used to a new way of being alone together. People want to be with
each other, but also elsewhere.
c. What’s wrong with having a [face to face] conversation? It takes in real time and you
can’t control what you’re going to say.
d. Human relationships are rich and messy and demanding. And we clean them up
with technology.
e. We sacrifice conversation for mere connection. We expect more from technology.
And less from each other.
f. Technology appeals to us where we are most vulnerable. And we are vulnerable. We
are lonely, but we are afraid of intimacy.
g. From social networks to sociable robots, we are designing technologies that will
give us the illusion of companionship without the demands of friendships.
h. I share, therefore I am. If we don’t have a connection, we don’t feel like ourselves.

From this article, we have seen how social media have made us reliant on technology for
our conversations, making us lose our connection.

On the other hand, the article entitled, 6 Ways Social Media Changed the Way We
Communicate by Willis (2017) shares insights as to how social media improved our way of
communicating.

a. Created a Sense of Urgency and a Need to Share

Social media platforms like Facebook and Twitter have manifested the need to
constantly broadcast our lives on the internet. From what we ate for the day to our
vacation photos, we tend to have the need to share these information.

GAN | 2020 4
 Social media has created a way for people to constantly update and share content
with their friends with little effort. Whether posted forever on a timeline or a couple
of seconds in a ‘story’, social media has created the perfect medium to share visual
stories with everyone.

b. Provided an Inside Perspective of Faraway Places

With social media, people from around the world gained the ability to share their
story. Through this, users are able to get a peek of what life in other cities, states, and
countries is like. Social media allows everyone to share perspectives on what life on
the other side of the globe is which educates us, too.

c. Made Digital Messages More Personal

Customizing content doesn’t just mean choosing how long a picture is able to be
viewed or writing a caption to accompany the picture. Social networking sites now
have taken storytelling to a new level by encouraging users to draw, write, and filter
to add personal touch.

d. Made News Attractive Again

All of the interactive features of social media has led to journalism becoming relevant
and attractive again especially to the younger generations. According to studies, 40%
of millennials rely on digital outlets for their news, while 23% primarily get their
news from social media. Social networking sites like Facebook and Twitter have
played important roles in making news accessible and attractive to the youth and
young adults. The use of hashtags (#) has proven to be very effective in highlighting
important national and global events.

e. Provided the Ability to Broadcast Moments Live

The feature of some social networking sites to go ‘live’ instantly changed how we
communicate as we know it. At first it began as a way to innocently share more with
our friends, but then it increasingly became used for serious and relevant matters like
broadcast of news and other important event happening at the exact moment.

GAN | 2020 5
Communication Aids and Strategies using Tools of Technology

The use of technology in communication has now become some sort of a necessity. A
quick look at how we communicate with others daily would show us the various devices that
we use to connect with one another. Whether through text messaging, instant messaging,
emails, video conferences, or phone calls, we use a variety of tools that aid us in whatever
communication needs we have.

Today, more than ever, in order to become an effective communicator means having
the knowledge to create multimodal texts with the use of technology. This is without saying
that the digital era has made communication easier and faster than before.

Communication Strategies

With the numerous options available to us at present, there is a need to plan how to
send our messages in the most effective way possible. Communication strategies serve as the
master plan for how information will be conveyed to our audience.

Generally, communication strategies can be verbal, non-verbal, or visual. Integrating

all of these strategies allows us to have better chances at success.

a. Verbal Communication Strategy: This may be classified into written and oral
communication. Examples include emails, text messaging, instant messaging,
phone calls, video calls, and face to face conversation.

b. Non-Verbal Communication Strategy: This mainly consists of non-verbal cues

such as body language, facial expression, paralanguage, distance, and the like.
While non-verbal communication for the most part is hard to control, we must
plan them properly because they add to the effectiveness of the message
delivered. We do not want to sow confusion and misunderstanding because of our
body language.

c. Visual Communication Strategy: This can be found in signs, billboards, posters,

webpages, and illustrations. This is used in order to draw attention to the material
being communicated through the use of captivating images and layout.

GAN | 2020 6
Communication Aids

A communication aid refers to the various tools and/or devices that we can use to
help us communicate with others more effectively. These aids range from unaided to aided
communication.

Unaided communication is the type of communication that does not use any
equipment in delivering our messages. This may include the use of non-verbal messages.
Aided communication, on the other hand, uses a variety of equipment—from low-tech to
high-tech methods—in communication. Aided communication uses illustrations and
symbols instead of or together with words.

Communication aids have been used in different settings, too. From businesses to
schools, people have been using technology in order to come up with ways on how to
effectively carry out their messages. In a study conducted by Thieman (2007), he cited
Berson and Whitworth (2003) in claiming that using the internet to access information was
the most common use of technology. He also commented that teachers also use other
technologies in the classroom like presentation and graphic organizers software, word
processing software, LCD projectors, streaming video, and websites.

Types of Communication Aids

With the availability of many tools that we can use, the problem is knowing which one
to utilize. The answer is knowing your strategy, the audience, and the message you want to
communicate.

a. Computer-based Media
As we live in the digital era, computer-based presentation aids are considered to be
the standard today. From classrooms and board meetings to public speeches and
colloquiums, people often prefer using presentation software programs like
PowerPoint and Prezi. These tools are seen as more accessible and flexible as
compared to other means of presentations. They also allow users the creative
freedom in designing slides and selecting what to highlight in presentations.

b. Audiovisual Media
Although considered by some as computer-based media, audiovisual media may be
used even without a computer. This type of communication aid makes use of both
visual and sound components. This often includes, but not limited to, films, video
clips, documentaries, sound clips, and songs among others.

GAN | 2020 7
 c. Low-Tech Media
This refers to the communication tools that can be used when computer technology
is not available. There are instances that low-tech media may also be used in
combination with computer-based or audiovisual media for a more effective
presentation. The use of this communication aid is seen as an inexpensive yet creative
way of delivering messages to the audience.

Common examples of low-tech media are: chalkboard, flipchart, illustration boards,

handouts, craft paper, and props among others.

Effective Audiovisual Presentations

At one point in our lives, we will be given a chance to address an audience through an
audiovisual presentation. Whether in simple classroom reporting to a public forum, we all
need to develop the skill of using multimodal texts effectively in getting our message across.

If used properly, visual aids can complement the spoken word, enhance
understanding, and boost retention. In summary, communication aids serve the following
functions:

a. to improve audience understanding by clarify and emphasizing important points

b. to aid in the retention and recall of the highlights of the presentation
c. to add variety and interest to the delivery
d. to enhance the speaker’s credibility

Preparing and delivering an audiovisual presentation is not an easy task. Effort is

needed in order to make it successful. Even the most experienced speakers usually take days
in preparing their speeches and materials.

GAN | 2020 8
 Here are some guidelines to consider in order to have an effective audiovisual
presentation:

Preparation

a. Audience: The first question that speakers usually ask is “Who will be the audience?”
Knowing the audience is knowing about their age range, experiences, knowledge
level, and gender. Once we already know who the audience will be, the topic and the
content can be tailored for them. The types of words to be used, the degree of
technicality, the examples to be presented, and the goals of the communication are all
dependent on the audience. Being able to address the needs of the audience will
ensure an effective presentation.

b. Topic: The topic chosen should be relevant to the intended audience. It should also be
designed in a way that points are delivered in an organized manner, determining how
much information is just enough or too much to share.

Using Visual Aids

a. Slides must be simple and easy to read and understand.

b. Only one main idea should be presented in each slide.
c. The message should be short and to the point for the audience to quickly grasp
the intent of the speaker.
d. Legibility is dependent on variables such as type size and style, spacing between
words, length of the lines, organization of the text on the slides, and even the
vocabulary used.
e. Determine the difference between what you will say and what the visual aid will
show—do not read straight from the visuals.
f. Promote readability. If the information is complex, it needs to be broken up into
several slides.
g. The fewer words, the better. Complete sentences are unnecessary. Short phrases,
leaving out unnecessary verbosity, are both acceptable and preferable.
h. Practice the ‘Rule of 7s’. As a generalization, word slides should contain a
maximum of seven lines of text, and individual lines should contain no more than
seven words across.
i. Color is very important. Do not use an unappealing color combinations.
j. Use a font style that is easily readable.
k. Depending on the complexity of the material shown, each slide should take
approximately 30 seconds to 2 minutes to present.

GAN | 2020 9
 l. Avoid choosing clips that are too long for the overall length of the presentation.
Make sure that the audio is also loud enough for everyone to hear.

Delivery

a. Practice your presentation.

b. Establish eye contact with the audience. Do not constantly look at the slides or
notes.
c. Speak in a pleasant tone, making sure that your speed is slightly slower than your
normal speech. Also, do not sound monotonous.
d. Never read word for word from a prepared text or presentation. It will make you
lose your connection to your audience.
e. Use humor. Humor can build a bond with the audience and demonstrate your
humanity.

Comprehension Check
Choose at least five (5) terms from the lesson. Then, write your own definition based on
your understanding.

TERMS DEFINITIONS

GAN | 2020 10
Learning Enrichment Tasks

a. In groups, conduct a survey in your household/ neighborhood/ campus about the

following:

 Which among your gadgets do you consider the most important?

 For which purpose do you use the said gadget?
 Which social media site do you visit most frequently?
 Which primary activity do you do/ accomplish in the said site?

Once accomplished, summarize the results of the survey using a graphical illustration
(graph, table, diagram) and present it to the class.

b. Think of an important life event. Share something about the said event using the
following platforms:

 Facebook Post
 Twitter Post
 Text Message
 Personal Handwritten Note

Paste the screenshots of the said platforms on a bond paper. Then, examine and
analyze the differences on your language on each platform. Write an essay detailing
these differences and share your insights as to why people often have different
personalities online.

GAN | 2020 11
LESSON TEST
Encircle the letter of the correct answer.

1. Which device is said to be the primary tool used by people to go online?

a. tablets b. mobile phones c. laptops d. desktops

2. Which web-based activity are Filipinos known to be the most active users?
a. mobile gaming c. social media browsing
b. online news reading d. video streaming

3. Which age group is the most active users of Facebook among Filipinos based on the
House of I.T. survey last 2018?
a. 15-20 b. 20-25 c. 15-30 d. 20-29

For items 4-8, choose the characteristic of social media that is described by each
statement.

a. Community b. Conversation c. Collaboration

d. Connection e. Contribution

4. Which characteristic of social media pertains to its users leaving their social
footprints?

5. Which characteristic of social media refers to its ability to access information online
in as easy as a single click?

6. Which characteristic of social media pertains to the ability of users to become

content producers as well?

7. Which characteristic of social media refers to its ability to foster fellowship and to
create fellowship among its users?

8. Which characteristic of social media promotes an exchange of information and

invites participation among its users?

GAN | 2020 12
9. What is the main point of Sherry Turkle’s article and talk, Connected but Alone?
a. People now rely on technology for all the information they need daily.
b. The world has become one global village because of the connectivity features
offered by technology.
c. Human have become reliant on technology for their conversations, losing their
ability to connect with others in the long run.
d. Technology has become a major driving force in our lives that we let it do all of
the tasks—from the heavy to the menial.

10. Which among the following is an improvement brought by social media according to
Willis?
a. made news attractive again c. created a sense of individuality
b. provided ability to overshare d. made digital messages impersonal

11. Which communication strategy includes written and oral communication?

a. verbal b. nonverbal c. visual d. audiovisual

12. Which communication strategy can be found in signs, billboards, posters, and
webpages?
a. verbal b. nonverbal c. visual d. audiovisual

13. What can be considered as a low-tech media?

a. Prezi b. flipchart c. video clip d. tablet

14. What can be considered as an audiovisual media?

a. Prezi b. flipchart c. video clip d. tablet

15. What is the first question we have to ask ourselves when preparing for a
presentation?
a. Where will be the venue? c. What will I talk about?
b. When is the presentation? d. Who will be the audience?

16. What is the primary consideration when choosing a topic for a presentation?
a. It should show your personality.
b. It should be relevant to the audience.
c. It should contain personal stories to make it more relatable.
d. It should have humor for you to appear approachable.

GAN | 2020 13
17. What role do visual aids play in a presentation?
a. Visual aids can induce confidence in the speaker.
b. Visual aids can enhance understanding and retention.
c. Visual aids can make the audience more interested in the talk.
d. Visual aids can serve as fillers when no information is available.

18. What is meant by the ‘Rule of 7’ when preparing visual aids?

a. Each slide should be consisted of seven lines of text.
b. Think as if there are only seven audience members.
c. The presentation should include seven images in total.
d. There should only be seven slides for the entire presentation.

19. How long should each slide be explained during a presentation?

a. 15 seconds to 1 minute c. 25 seconds to 1 minute
b. 20 seconds to 2 minutes d. 30 seconds to 2 minutes

20. Why is humor an important element to be considered when delivering a

presentation?
a. Humor can build a bond with the audience.
b. Humor can make you feel confident as a speaker.
c. Humor can make the audience remember you even if they forget the speech.
d. Humor can mask the fact that you don’t know some of the things you are
discussing.

GAN | 2020 14
RESOURCES:

Communication aids. (n.d.). Retrieved from

http://www.inclusive.co.uk/articles/communication-aids-a274

Evans, K. (2016). Communication tools for business. Retrieved from

https://smallbusiness.chron.com/communication-tools-business-43460.html

L.L.C. (2017). Importance of social media in communication. Retrieved from

https://www.slideshare.net/abinrjky/importance-of-social-media-in-
communication

Media to use for presentation aids. (n.d.). Retrieved from

https://2012books.lardbucket.org/books/public-speaking-practice-and-ethics/s18-
03-media-to-use-for-presentation-.html

Post, A. (2017). The 5 C's of social media: Take 2. Retrieved from

https://www.manobyte.com/the-5-cs-of-social-media-take-3

Manzano, B., Arador, M., & Ladia, M. (2018). Purposive communication for college
freshmen. Bulacan, Philippines: St. Andrew Publishing House

Sagel, S., & Ramsey, R. (1991). Effective audiovisual presentation. Retrieved from
https://www.ajronline.org/doi/pdf/10.2214/ajr.156.1.1701610

Willis, A. (2017). 6 ways social media changed the way we communicate. Retrieved from
https://circaedu.com/hemj/how-social-media-changed-the-way-we-communicate/

GAN | 2020 15