Lesson 5: Various Purposes of Communication PDF

01 PURPOSE OF COMMUNICATION Maricar Lansang Cydne Barredo WHAT IS THE PURPOSE OF COMMUNICATION? The purpose of communication is to express the message to others in a clear and straightforward manner, leaving no room for confusion. The following are some of the purp...

01 PURPOSE OF COMMUNICATION Maricar Lansang Cydne Barredo WHAT IS THE PURPOSE OF COMMUNICATION? The purpose of communication is to express the message to others in a clear and straightforward manner, leaving no room for confusion. The following are some of the purposes of communication: a. To get, to give, and exchange information. b. To persuade and influence c. To ensure understanding d. To convey feelings, opinions, perceptions, and ideas. e. To establish and enhance relationships. f. To improve public relations. g. To start action and implement activities. h. To provide therapeutic effect. REFERENCE/S: (Marisa, S. (2024). Purpose of communication.docx. Retrieved from https://www.scribd.com/document/356911491/Purpose-Of-Communication-docx) Informative Communication Informative communication aims to enhance the audience's understanding of a topic, issue, or process. It can take various forms, including short emails, formal reports, digital or face-to-face presentations, or training sessions designed to explain a new procedure or system. REFERENCE/S: (Inform / Instruct | Communication for professionals. (n.d.). Retrieved from https://courses.lumenlearning.com/suny-esc-communicationforprofessionals/chapter/good- news/#:~:text=Informative%20communication%20focuses%20on%20helping,a%20new%20process%20or%20system) | RyanBuer. (2019, December 2). Communication for various purposes [Slide show]. Retrieved from https://www.slideshare.net/slideshow/communication-for-various-purposes/200286816 Informative Communication The main purpose of informative communication or expository communication or writing is simply to convey information "FACTUALLY". In this purpose of communication, it involves giving than asking. Its goal is to input new learning, enhance prior knowledge, confirm a concept, alleviate comprehension of an idea or explain a process or procedure. REFERENCE/S: (Inform / Instruct | Communication for professionals. (n.d.). Retrieved from https://courses.lumenlearning.com/suny-esc-communicationforprofessionals/chapter/good- news/#:~:text=Informative%20communication%20focuses%20on%20helping,a%20new%20process%20or%20system) | RyanBuer. (2019, December 2). Communication for various purposes [Slide show]. Retrieved from https://www.slideshare.net/slideshow/communication-for-various-purposes/200286816 OSBORN (2009) CLAIMS THAT INFORMATIVE COMMUNICATION ARISES OUT OF THREE DEEP IMPULSES: We seek to expand our awareness of the world around us. We seek to become more competent. We have an abiding curiosity about how things work and how they are made. REFERENCE/S: (Capangpangan, C. G., (2019, March 10). Purposive communication. Retrieved from https://purposivecommunication.tech.blog/#:~:text=Osborn%20(2009)%20purports%20that%20informative,and%20how%20they%20are%20made) WHEN PREPARING FOR AN INFORMATIVE EXCHANGE, ASK YOURSELF THE FOLLOWING QUESTIONS: Is my topic noteworthy to be considered informative? What do my recipients already know about my topic? Am I knowledgeable enough of my topic to help my receivers understand it? What more do they have to know? REFERENCE/S: (Capangpangan, C. G., (2019, March 10). Purposive communication. Retrieved from https://purposivecommunication.tech.blog/#:~:text=Osborn%20(2009)%20purports%20that%20informative,and%20how%20they%20are%20made) QUICK TIPS Stick to facts Avoid repetition Make it clear Suggestions to make you inform effectively: Start with an audience analysis and keep your audience in mind, Use neutral language, Use credible, balanced sources, Offer information clearly and concisely, Use specific and varied examples and explanations, and Choose media carefully. REFERENCE/S: (Inform / Instruct | Communication for professionals. (n.d.). Retrieved from https://courses.lumenlearning.com/suny-esc-communicationforprofessionals/chapter/good- news/#:~:text=Informative%20communication%20focuses%20on%20helping,a%20new%20process%20or%20system.) RyanBuer. (2019, December 2). Communication for various purposes [Slide show]. Retrieved from https://www.slideshare.net/slideshow/communication-for-various-purposes/200286816 Persuasive Communication It is an art of gaining fair and favourable considerations for our point of view. In writing it is pushing across an idea and convincing people or readers to support the idea you want to convey. The act of presenting arguments to move, motivate, or change your audience is called persuasion. Motivation involves force, a stimulus, or enough influence to bring about a "change". Motivation is the stimulus (boost) while persuasion is the process that compels your audience to change their beliefs and behaviour, adopt your place and relate to your arguments. REFERENCE/S: ​(Capangpangan, C. G., (2019, March 10). Purposive communication. Retrieved from https://purposivecommunication.tech.blog/#:~:text=Osborn%20(2009)%20purports%20that%20informative,and%20how%20they%20are%20made) | RyanBuer. (2019, December 2). Communication for various purposes [Slide show]. Retrieved from https://www.slideshare.net/slideshow/communication-for-various-purposes/200286816 | Publisher, A. R. a. R. O. O. (2015, November 25). 14.1 What is persuasion? Retrieved from https://open.lib.umn.edu/businesscommunication/chapter/14-1-what-is-persuasion/#:~:text=Persuasion%20is%20an%20act%20or,Jolliffe%2C%20D.%20A.%2C%201995).  WHAT IS THE PERSUASIVE COMMUNICATION? Richard M. Perloff (2003), an American academic and professor of communication at Cleveland State University, defined persuasion as “a symbolic process in which communicators try to convince other people to change their attitudes or behaviour regarding an issue through the transmission of a message, in an atmosphere of free choice. REFERENCE/S:(Building Interest: The Art of Convincing People – SDTP. (n.d.). Retrieved from https://sdtp.co.uk/building-interest-the-art-of-convincing-people/)  WHAT IS THE PERSUASIVE COMMUNICATION? The Encyclopedia of Human Behavior states that “persuasive communications contain a variety of attributes intended to enhance persuasion, which could include an attractive source, a message containing convincing arguments, or efforts to make the topic seem personally relevant to the audience.” REFERENCE/S:(Building Interest: The Art of Convincing People – SDTP. (n.d.). Retrieved from https://sdtp.co.uk/building-interest-the-art-of-convincing-people/)  PRINCIPLES COMMON TO PERSUASIVE COMMUNICATIONS (ACCORDING TO ROBERT CIALDINI) RECIPROCITY - Reciprocity is the expectation for the exchange of services or value mutually. You build in a moment making people feel urged from social norms and standards to reciprocate once you take the lead and give. SCARCITY- People are generally attracted to something rare and exclusive. Scarcity is the idea of limited supply or inadequate resources. AUTHORITY- Trust is the most important virtue to the decision of purchase. Your expertise needs to be known for you to gain credibility. Referencing experts and expertise involve the principle of authority REFERENCE/S:(Schenker, M. (2022, April 29). How to Use Cialdini’s 6 Principles of Persuasion to Boost Conversions. CXL. https://cxl.com/blog/cialdinis-principles- persuasion/)  PRINCIPLES COMMON TO PERSUASIVE COMMUNICATIONS (ACCORDING TO ROBERT CIALDINI) COMMITMENT AND CONSISTENCY- It is difficult to recall oral communication at all times. The principle of commitment and consistency brings the social standard of respecting one's words to bear during purchase. CONSENSUS- People tend to look at each other while making a purchase or a decision. The herd mentality prevails among humans at a higher level across humanity. When we don't have enough information about something, we tend to follow others' paths. The tendency of the individual to follow the leader of the group is the principle of consensus REFERENCE/S:(Schenker, M. (2022, April 29). How to Use Cialdini’s 6 Principles of Persuasion to Boost Conversions. CXL. https://cxl.com/blog/cialdinis-principles- persuasion/)  PRINCIPLES COMMON TO PERSUASIVE COMMUNICATIONS (ACCORDING TO ROBERT CIALDINI) LIKING - Effective communication goes hand in hand with safety. We are more likely to make conversation or interact only when we feel safe. We are drawn to people who like us and communicate to us. It is quite effective. We are also attracted to people who are like us irrespective of caste, race and other socio- economic backgrounds. REFERENCE/S:(Schenker, M. (2022, April 29). How to Use Cialdini’s 6 Principles of Persuasion to Boost Conversions. CXL. https://cxl.com/blog/cialdinis-principles- persuasion/)  THREE PILARS OF PERSUASIVE COMMUNICATION ETHOS PATHOS LOGOS refers to the effort to Or the appeal to ethics, or the appeal to emotions, convince your audience by refers to the effort to refers to the effort to using logic and reason. When convince your audience of persuade your audience by using logos to persuade, you your credibility or character. making an appeal to their need to ensure that you have Before you can convince an feelings. Your audience is found facts, stories and audience to accept anything more receptive to being information that ‘matter’ to you say, they have to accept persuaded by someone with your audience and that you you. whom they can identify. will present them in a way that makes sense (to them). REFERENCE/S:(Ethos, Pathos, Logos: The three pillars of persuasive communication – Persona Global Greece. (n.d.). Persona Global Greece. https://www.personaglobal.gr/pathos-logos-the-three-pillars-of-persuasive-communication/)  OBJECTIVES OF PERSUASIVE COMMUNICATION INCLUDE: Stimulate - To strengthen their beliefs and bring them to the foreground, facts need to be presented. Convince- The objective is to bring change in beliefs, attitudes, judgments and values of your audience. As the audience may involve their bias in judgment, plan a few valid points for them to listen to and understand your topic. Call to Action - With this option, you call your audience to action by getting their attention. The objective is to create curiosity, solve a problem, or propose a range of options as solutions. REFERENCE/S:(Gordon, J. (2022, April 15). Persuasive Communications - Explained. The Business Professor, LLC. https://thebusinessprofessor.com/en_US/communications- negotiations/communications-that-persuade) TYPES OF PERSUASIVE COMMUNICATION Intrapersonal Persuasive Communication- Persuasive intrapersonal communication happens when you try to convince yourself to do something. Interpersonal Persuasive Communication- Interpersonal communication is communication between two people who already possess a close bond. REFERENCE/S:(Types of Persuasive Communication. (2011). The Classroom | Empowering Students in Their College Journey. https://www.theclassroom.com/types-persuasive- communication-8649047.html) TYPES OF PERSUASIVE COMMUNICATION Group Persuasive Communication- Group communication occurs between individuals who may not have a close, established bond. This type of communication also happens in a larger setting where more than two people are present. Persuasive Public and Mass Communication-Mass communication is public communication that is transmitted through media to a larger audience. Wide distribution of persuasive reading materials, advertisements, newscasts and radio programs all fall into the category of persuasive mass communication. REFERENCE/S:(Types of Persuasive Communication. (2011). The Classroom | Empowering Students in Their College Journey. https://www.theclassroom.com/types-persuasive- communication-8649047.html) Argumentative Communication Relies heavily on sound proof and reasoning. Tries to make the listener/reader believe that your idea is better based on the various reasons that you have at hand. it is a logical and reasoned way to demonstrate one's point of view, belief, conclusion or position. Ex. Debate, Meeting De' avance REFERENCE/S: ​(Capangpangan, C. G., (2019, March 10). Purposive communication. Retrieved from https://purposivecommunication.tech.blog/#:~:text=Osborn%20(2009)%20purports%20that%20informative,and%20how%20they%20are%20made) | RyanBuer. (2019, December 2). Communication for various purposes [Slide show]. Retrieved from https://www.slideshare.net/slideshow/communication-for-various-purposes/200286816 | Publisher, A. R. a. R. O. O. (2015, November 25). 14.1 What is persuasion? Retrieved from https://open.lib.umn.edu/businesscommunication/chapter/14-1-what-is-persuasion/#:~:text=Persuasion%20is%20an%20act%20or,Jolliffe%2C%20D.%20A.%2C%201995).  LIMITATIONS OF ARGUMENTATIVE COMMUNICATION Time-consuming Emotionally charged Inflexible May not be effective with certain personalities May not be suitable for all situations REFERENCE/S: Persuasive and Argumentative communication: The right approach for workplace success - Risely. (2023, April 12). https://www.risely.me/persuasive-and- argumentative-communication/ 02 PUBLIC SPEAKING Zhaira Mae Biscocho  WHAT IS PUBLIC SPEAKING? Public speaking, also called oration or oratory, is the process of communicating information to a live audience. The type of information communicated is deliberately structured to inform, persuade, and entertain. It is a way of making your ideas public, of sharing them with other people and of influencing other people. REFERENCE/S: Team, C. (2024, August 19). Public speaking. Retrieved from https://corporatefinanceinstitute.com/resources/management/public-speaking/  HISTORY OF PUBLIC SPEAKING Originated in Ancient Greece and Rome. Greeks focused on rhetoric for praise or persuasion. Romans adopted Greek methods for senate sessions. Post-WWII: Shift towards conversational styles. Modern Era: Use of tools like PowerPoint for enhanced presentations. REFERENCE/S: Team, C. (2024, August 19). Public speaking. Retrieved from https://corporatefinanceinstitute.com/resources/management/public-speaking/  THREE COMPONENTS OF GREAT PUBLIC SPEAKING STYLE SUBSTANCE IMPACT Impactful by changing Masterfully constructed A centralized theme to opinions, minds, and by using words to appeal and inspire the hearts. An impactful create text that is both audience’s values and oration results in a beautiful to hear and ideals. lingering effect on the read. audience. REFERENCE/S: Team, C. (2024, August 19). Public speaking. Retrieved from https://corporatefinanceinstitute.com/resources/management/public-speaking/  3 MAJOR DIFFERENCES BETWEEN PUBLIC SPEAKING AND A CONVERSATION Highly structured More formal language Different method of deliver REFERENCE/S: Farland, B. F., & Kadian-Baumeyer, K. (2021, November 23). Public Speaking vs. conversation | Differences & Similarities. Retrieved from https://study.com/academy/lesson/public-speaking-vs-the-conversation.html#:~:text=Public%20speaking%20is%20more%20formal,than%20one%20person%20to%20talk. 03 SEVERAL WAYS OF DELIVERING A SPEECH Chelsea Gabay Leila Nicole Antonio Read/Manuscript Read/Manuscript or reading from manuscript is the word-for-word iteration of a written language. TikTok video from: @vcarl07 (VCARL) Link: https://vt.tiktok.com/ZSj59L8rC/ Memorized Speech Memorized Speech is the recitation of a written message that the speaker has remembered or memorized. TikTok video from: @kamillabiii (Kams Beauty) Link: https://vt.tiktok.com/ZSj59Rt3Q/ Impromptu Speech Impromptu Speech is not rehearsed. This type of speaking is a presentation of a short message without prior preparation. TikTok video from: @gianna.abao (Gia Abao) Link: https://vt.tiktok.com/ZSj59RLnk/ Extemporaneous Speech Extemporaneous Speech is a presentation of a planned and rehearsed speech using minimal notes. TikTok video from: @ceanuie (tash) Link: https://vt.tiktok.com/ZSj5Hcb1R/  GUIDELINES ON WRITING A SPEECH (LUCAS, 2015) Focus on your topic Develop your topic Organize your speech Introduction Body Conclusion REFERENCE/S: RyanBuer. (2019, December 2). Communication for various purposes [Slide show]. Retrieved from https://www.slideshare.net/slideshow/communication-for- various-purposes/200286816  GUIDELINES ON WRITING A SPEECH (GARCIA, 2024) 1. Choose an important topic 2. Consider your audience 3. Prepare a structure 4. Begin with a strong point 5. Use concrete details and visual aids 6. Include a personal element 7. Consider rhetorical devices 8. End memorably REFERENCE/S: Garcia, R. (2024, August 18). The 8 Key Steps to Successful Speech Writing (With Tips). Retrieved from https://ca.indeed.com/career-advice/career- development/speech-writing  ELEMENTS OF A GOOD DELIVERY 1. Volume 2. Pitch 3. Rate 4. Pauses 5. Vocal variety 6. Pronunciation 7. Articulation 8. Movement 9. Gestures 10. Eye contact REFERENCE/S: Garcia, R. (2024, August 18). The 8 Key Steps to Successful Speech Writing (With Tips). Retrieved from https://ca.indeed.com/career-advice/career-development/speech-writing | Libretexts. (2022, June 30). 14.3: Speech Delivery- body language and voice. Retrieved from https://socialsci.libretexts.org/Courses/Southwest_Tennessee_Community_College/Competent_Communication/14%3A_Delivery_and_Presentation_Aids/14.03%3A_Speech_Delivery-_Body_Language_and_Voice  6 ways to turn nervousness from a NEGATIVE force into a POSITIVE force Acquire speaking Use the power of 1 4 visualization experience Prepare, prepare, Know that most 2 prepare 5 nervousness is not visible Do not expect 3 Think positively 6 perfection REFERENCE/S: Lucas, S. E. (2015). The Art of Public Speaking (12th ed.). McGraw-Hill Education.  PIECES OF ADVICE 1. Be at your best physically and mentally. 2. As you wait to speak, quietly tighten and relax your leg muscles or squeeze your hands together and then release them. 3. Take a couple of slow, deep breaths before you start to speak. 4. Work especially hard on your introduction. Once you get through it, you will be sailing smoothly the rest of the way. 5. Concentrate on communicating with your audience rather than worrying about your stage fright. REFERENCE/S: Lucas, S. E. (2015). The Art of Public Speaking (12th ed.). McGraw-Hill Education. 04 MESSAGE THEORIES Dexter Orijuela Honey Marie Barnuevo  DIFFUSION OF INNOVATION THEORY EVERETTE M. ROGERS (1962) It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system. The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. It is through this that diffusion is possible. REFERENCE/S: LaMorte, W. (2022). Diffusion of Innovation Theory. Bu.edu. https://sphweb.bumc.bu.edu/otlt/mph-modules/sb/behavioralchangetheories/behavioralchangetheories4.html  PROPAGANDA THEORY EDWARD S. HERMAN AND NOAM CHOMSKY (1962) Analyzes how systemic biases shape the news content disseminated by mass media. It argues that media serves as a tool for powerful entities—such as governments, corporations, and elite groups—to propagate their interests and maintain control over public opinion. REFERENCE/S: Communication Theory. (2013, January 7). Propaganda Model. Communication Theory. https://www.communicationtheory.org/propaganda-model/  THE FIVE FILTERS THAT MISSHAPE AND REFORM THE NEWS 1. Size, Ownership, and Profit Orientation of Mass Media Media outlets are owned by large corporations or wealthy individuals who prioritize profit and align with elite interests. News content often reflects the economic and political priorities of the owners, leading to the marginalization of dissenting views. 2. Advertising/Funding Since media heavily depends on advertising for funding, content is designed to attract advertisers rather than challenge them. Stories that threaten corporate sponsors or fail to appeal to a consumerist audience are less likely to be covered. REFERENCE/S: Communication Theory. (2013, January 7). Propaganda Model. Communication Theory. https://www.communicationtheory.org/propaganda-model/  THE FIVE FILTERS THAT MISSHAPE AND REFORM THE NEWS 3. Source Media relies on official sources such as government agencies, corporations, and think tanks for news. These sources are seen as credible and authoritative, even if they serve specific agendas. Voices outside the mainstream, such as activists or grassroots organizations, are often ignored or delegitimized. 4. Flaks "Flak" refers to negative responses (e.g., lawsuits, complaints, boycotts) aimed at disciplining media outlets or journalists who deviate from the dominant narrative. The threat of flak incentivizes self-censorship to avoid controversy or financial consequences. REFERENCE/S: Communication Theory. (2013, January 7). Propaganda Model. Communication Theory. https://www.communicationtheory.org/propaganda-model/  THE FIVE FILTERS THAT MISSHAPE AND REFORM THE NEWS 5. Anti-communism Media uses fear to unite audiences against a perceived "enemy" (e.g., communism, terrorism, or other threats). This creates a narrative that justifies elite policies, such as military interventions or economic reforms, while diverting attention from domestic issues. REFERENCE/S: Communication Theory. (2013, January 7). Propaganda Model. Communication Theory. https://www.communicationtheory.org/propaganda-model/ | Herman Donk. (2020). [Resensi Buku] – Manufacturing Consent – Noam Chomsky | HermanDonk. Hermandonk.com. https://www.hermandonk.com/manufacturing-consent-noam-chomsky/  AGENDA SETTING THEORYMAXWELL MCCOMBS AND DONALD SHAW (1968) Explains how the media influences what people think about by determining the salience of issues. It doesn't tell people what to think, but rather what to think about by emphasizing certain topics over others. The priorities of which news comes first and then the next are set by the media according to how people think and how much influence will it have among the audience. REFERENCE/S: Communication Theory. (2010, January 14). Agenda Setting Theory. Communication Theory. https://www.communicationtheory.org/agenda-setting-theory/  TWO LEVELS OF AGENDA SETTING THEORY FIRST LEVEL SECOND LEVEL The media focuses on how people should think Usually used by the researchers to study media about the nature of the issues. Thus, uses and its objectives or the influences that sensationalization of news reports may happen media creates on people and the most proximal to bring in the interest of the audience. In fact, thought that people will have on the exposure media wants to grab attention and implant to the information given by media house. thoughts in people minds about some serious issues. That’s why media turn certain issues viral. REFERENCE/S: Communication Theory. (2010, January 14). Agenda Setting Theory. Communication Theory. https://www.communicationtheory.org/agenda-setting-theory/  FRAMING THEORY GOFFMAN AND ERVING (1974) This theory focuses on the essence of the issues at hand rather than on a particular topic. The basis of framing theory is that the media focuses attention on certain events and then places them within a field of meaning. In essence, framing theory suggests that how something is presented to the audience (called “the frame”) influences the choices people make about how to process that information. REFERENCE/S: Goffman, Erving. 1974. Frame Analysis: An Essay on the Organization of Experience. New York, NY et al.: Harper & Row  FRAMING TECHNIQUES BY FAIRHURST AND SARR (1996): 1. Metaphor: To frame a conceptual idea through comparison to something else. 2. Stories (myths, legends): To frame a topic via narrative in a vivid and memorable way. 3. Tradition (rituals, ceremonies): Cultural mores that imbue significance in the mundane, closely tied to artifacts. 4. Slogan, jargon, catchphrase: To frame an object with a catchy phrase to make it more memorable and relate-able. 5. Artifact: Objects with intrinsic symbolic value – a visual/cultural phenomenon that holds more meaning than the object it self. 6. Contrast: To describe an object in terms of what it is not. 7. Spin: to present a concept in such a ways as to convey a value judgement (positive or negative) that might not be immediately apparent; to create an inherent bias by definition. REFERENCE/S: Fairhurst, G. & Sarr, R. 1996. The art of Framing. San Francisco: Jossey-Bass.