Module 1: Nature and Elements of Communication PDF

MODULE 1 Visual - Is a type of communication that uses visuals to NATURE AND ELEMENTS OF COMMUNICATION convey information and/messages. Examples...

MODULE 1 Visual - Is a type of communication that uses visuals to NATURE AND ELEMENTS OF COMMUNICATION convey information and/messages. Examples are signs, symbols, imagery, maps, graphs, Communication charts, diagrams, pictograms, photographs, - is the exchange of information, ideas, or an drawings or illustrations, and various forms of emotion that happens between two or more electronic communication. Some examples of individuals. electronic communication are emojis, - a process by which information is exchanged emoticons, and animations to convey the between individuals through a common encoder’s emotions or ideas. This is the system of symbols, signs, or behavior reason why visual communication is sometimes considered as non-verbal Types of Communication According to Mode communication. Verbal Communication Six Major Elements of Communication Non-Verbal Communication Visual Communication Sender Message Verbal Communication Channel - is a type of communication where message is Receiver channeled through words in oral or written. It Feedback can be in the form of face-to-face Noise conversations, speeches, SMS messaging, and electronic mail. Sender - The person who is conveying the message Non-Verbal Communication - is a type of communication where a person Message uses hand gestures, body language, facial - The subject matter of the communication. This expressions, and head, hair, and eye can be an idea, an information, or and movements. emotion. Visual Communication Channel - is a type of communication where the - The way the message is chosen to be message is perceived by the recipient through transmitted from the sender to the receiver. the use of visuals such as signs, maps, signboards, and billboards. Receiver - The person who receives the message and Verbal and Non-Verbal the one the message is intended for - Effective communication calls for the blending of these two types where one cannot be Feedback separated from the other. When we say - It is the message sent by the receiver as a something (verbal), it must be supported by a response to what he/she understood about gesture or facial expression (non-verbal) the message. appropriate to what we said. This will create a more effective interaction between the sender Noise and the receiver. - A hindrance in the communication process. It can be physical, physiological, syntactical, and psychological. - Context Extended Communication - is the circumstances that form the setting for - Extended communication involves the use of an event, statement, or idea, and in terms of new electronic media that was restricted which it can be fully understood and assessed. before to just radio and television. Now, extended communication can expand to tele, Types of Communication According to Context audio, or phone conferencing; video conferencing; Skype calls; and other Intrapersonal Communication technological Dyadic Communication / Interpersonal Communication Organizational Communication Small Group Communication - In a professional organization, a set of rules or Public Communication standards for communication protocols are Mass Communication made clear to each member of the Extended Communication organization so that interaction patterns are Organizational Communication established. These standards are dependent Intercultural Communication to the organization’s ‘organizational culture’. Moreover, organizational culture is based on Intrapersonal Communication organization’s history, development, - Happens when a person communicates with statements, goals, and objectives. himself especially when thinking. The Sender in this type of communication is also the Intercultural Communication Receiver - Communication between or among people having different gender, linguistics, religious, Dyadic (between two) Communication / ethnic, social and professional backgrounds. Interpersonal Communication Learning and understanding intercultural - Communication that happens between two communication is very important because it people. The Sender sends the message to the helps avoid miscommunication between receiver and the receiver gives his feedback, people of different background, language, and which now makes him the sender. culture. Small Group Communication Types of Original Structure - Two or more people are involved in this type of communication. Everyone can be a sender Formal Structure as well as a receiver. Informal Structure Public Communication Formal Structure - In this type of communication, there is only - allows communication to take place via one speaker communicating to a large number designated channels of message flow of audiences at the same time. between positions in the organization. - Employs formal language delivered orally or in Mass Communication written form. Examples are: lectures, public - Communication that uses a medium or talks/speeches, research, and project technology to relay information to a large proposals, reports, and business letters. number of people (not grouped together) at the same time. Examples of media needed are Informal Structure newspaper, television, radio, and Internet. - Also known as the ‘grapevine' where messages are coming from different levels of the organization usually baseless or gossips.  - It does not employ formal language. It members, neighborhood, or community. involves personal or ordinary conversations (Instinctive absorption of language) with friends, family members, or acquaintances about anything under the sun. Examples are: Mother Tongues everyday face-to-face talks and phone calls, - The languages acquired while growing up are personal notes or emails, and text messages. known as mother tongue or first languages. Four Approaches of Formal Structure Lingua Franca - A language that is adopted as a common Downward communication language between speakers whose native (Top-Down, Superiorsubordinates, languages are different. President-employee) Language Learning Upward communication - Learning of language through formal (schools) (Bottom-up, SubordinatesSuperior/Boss) or informal (selfstudy) methods. (Conscious learning of language) Horizontal communication - Lateral approach that takes place among Second Languages people belonging to the same level but - Languages learned due to people’s needs or coming from different departments. reasons. Crosswise Communication Language Contact - Is diagonal in nature as employees from - This happens when two people who have different units or departments working at different native languages try to understand various levels communicate with each other. and communicate with one another and slowly learning about each other’s languages. LANGUAGE AND COMMUNICATION Language Change - Language change is the result of language Language contact. The attempt of two people that have - is the method of human communication, either different native languages to learn about each spoken or written, consisting of the use of other’s language produces a new language words in a structured and conventional way. (change) that is understandable to both. Linguists agree that a language can only be called a language if it has a system of rules (grammar), a sound system (phonology), and vocabulary (lexicon). These are requirements for identifying a means of communication as a language. Speech Community - People in the same speech community tend to understand each other because they share the same system of rules in the language system. Language Acquisition - As we grow up, we acquire the language used by the people around us. It can be our family MODULE 2 NON-VERBAL COMMUNICATION Seven C's of Effective Communication Facial Expressions Gestures Clear Paralanguage Concise Body Language and Posture Concrete Proxemics Correct Eye Gaze Coherent Haptic Complete Appearance Courteous Facial Expressions Clear - Plays a huge part in nonverbal communication. - The message should be clear for the person A lot can be conveyed with just our facial you are communicating with. There should be expressions. Facial expressions such as no hidden/double meanings that may cause happiness, anger, sadness, and fear are confusion to the receiver of the message. universal. Concise Gestures - The sender should make the message brief - Movements and signals are important ways in and on point. Avoid unnecessary words, fillers, communicating meaning without the use of and redundancy. words. Gestures include waving, pointing, and using fingers to indicate numeric amounts. Concrete Other gestures can be different depending on - Your message should be direct, solid, and a person’s culture and knowledge. detailed. Paralanguage Correct - Includes factors such as tone of voice, - A correct communication is free from any kind loudness, inflection, and pitch. of errors (grammatical errors) Body Language and Posture Coherent - Posture and body movements say a great deal - The message should be understandable. about what kind of message we want to There should always be unity and consistency convey. of ideas that will make the message comprehensible. Proxemics - Proximity of a person to the other person or Complete persons he is communicating with is important - The message is complete when it has all the in nonverbal communication. How near or how elements that the receiver needs for him to far a person's proximity to another person understand the message. determines the kind of communication two people are having. Courteous - A courteous communication is honest, polite, Eye Gaze and friendly. There should be common respect - Eye contact is a very important nonverbal between the two communicators. communication. It tells a lot on how two people connects to each other with the use of the eyes. Haptic Specific Listening Types - Communication through touch is another Informal Listening important nonverbal communication. Like Critical Listening proxemics, it determines the relationship Therapeutic or Empathic Listening between the communicators. Informational Listening Appearance - Whenever you listen to learn something, you - Our appearance is also a nonverbal are engaged in informational listening. This is communication. How we dress, our, haircut, true in many day-to-day situations, in and hygiene tells a lot on how we want our education and at work, when you listen to the message to be perceived. news, watch a documentary, when a friend tells you a recipe or when you are TYPES OF LISTENING talked-through a technical problem with a computer – there are many other examples of General Listening Types informational listening too. Discriminative Listening Comprehensive Listening Critical Listening - We can be said to be engaged in critical Discriminative listening listening when the goal is to evaluate or - is first developed at a very early age – scrutinize what is being said. Critical listening perhaps even before birth, in the womb. This is a much more active behavior than is the most basic form of listening and does informational listening and usually involves not involve the understanding of the meaning some sort of problem solving or decision of words or phrases but merely the different making. Critical listening is akin to critical sounds that are produced. In early childhood, reading; both involve analysis of the for example, a distinction is made between the information being received and alignment with sounds of the voices of the parents what we already know or believe. Whereas - the voice of the father sounds different to that informational listening may be mostly of the mother. concerned with receiving facts and/or new - develops through childhood and into information adulthood. As we grow older and develop and - critical listening is about analyzing opinion and gain more life experience, our ability to making a judgement. distinguish between different sounds is improved. Therapeutic or Empathic Listening - involves attempting to understand the feelings Comprehensive listening and emotions of the speaker - involves understanding the message or - to put yourself into the speaker’s shoes and messages that are being communicated. Like share their thoughts. Empathy is a way of discriminative listening, comprehensive deeply connecting with another person and listening is fundamental to all listening therapeutic or empathic listening can be sub-types. particularly challenging. Empathy is not the - is complimented by sub-messages from same as sympathy, it involves more than being nonverbal communication, such as the tone of compassionate or feeling sorry for somebody voice, gestures and other body language. else These non-verbal signals can greatly aid - it involves a deeper connection communication and comprehension but can - a realization and understanding of another also confuse and potentially lead to person’s point of view. misunderstanding. Communicative Interference Distraction/Noise Environmental Noise / Physical Noise Emotions Physiological-Impairment Noise Complexity in Organizational Structure Semantic Noise Poor Retention Syntactical Noise Organizational Noise Perceptual and Language Differences Cultural Noise - Perception is generally how each individual Psychological Noise interprets the world around him. All generally want to receive messages which are Environmental Noise / Physical Noise significant to them. But any message which is - Noise that comes from the environment that against their values is not accepted. A same physically disrupts the communication event may be taken differently by different process. Loud sounds coming from vehicles, individuals. For example: A person is on leave Videoke machines, etc. are examples of for a month due to personal reasons (family Environmental Noise. member being critical). The HR Manager might be in confusion whether to retain that Physiological-Impairment Noise employee or not, the immediate manager - Physical conditions such as deafness or might think of replacement because his team’s blindness can interfere with messages being productivity is being hampered, the family clearly and accurately received. members might take him as an emotional support. Semantic Noise - refers to the sender and the receiver having Information Overload difference in their interpretation of the - Managers are surrounded with a pool of meaning of certain words. information. It is essential to control this information flow else the information is likely Syntactical Noise to be misinterpreted or forgotten or - Mistakes in grammar, such as sentence overlooked. As a result, communication is less construction and verb tenses effective. Organizational Noise Inattention - Poorly structured messages can cause - At times we just not listen, but only hear. For confusion to the receiver. example, a traveler may pay attention to one “NO PARKING” sign, but if such sign is put all Cultural Noise over the city, he no longer listens to it. Thus, - Difference in culture, race or religion not only repetitive messages should be ignored for can cause confusion between the effective communication. Similarly, if a superior communicators but also may cause conflict. is engrossed in his paper work and his subordinate explains him his problem, the Psychological Noise superior may not get what he is saying and it - Problems, emotional pains, and difficulties can leads to disappointment of subordinate. cause an unsound mind which can be considered as psychological noise. Time Pressures - Often in organization the targets have to be Communication Barriers achieved within a specified time period, the Perceptual and Laguage Differences failure of which has adverse consequences. In Information Overload a haste to meet deadlines, the formal channels Inaattention of communication are shortened, or messages Time Pressures are partially given, i.e., not completely  transferred. Thus, sufficient time should be Linear Communication Model given for effective communication. - There’s a bit of a debate about the Linear Communication model and how it recognizes Distraction/Noise (or doesn’t recognize) the concept of - Communication is also affected a lot by noise feedback. The linear model’s behavior is to distractions. Physical distractions are also belied by its name, where a sender encodes a there such as, poor lightning, uncomfortable message via a channel and the message is sitting, unhygienic room also affects decoded by the receiver. It is straight-line communication in a meeting. Similarly use of communication found typically in mass loud speakers interferes with communication. communication; think television, radio, newspapers, etc. According to this model, Emotions there is no means for immediate feedback. - Emotional state at a particular point of time also affects communication. If the receiver Aristotle’s Model of Communication feels that communicator is angry, he interprets - Aristotle, a great philosopher initiative the that the information being sent is very bad. earliest mass communication model called While he takes it differently if the “Aristotle’s Model of Communication”. He communicator is happy and jovial (in that case proposed model before 300 B.C who found the message is interpreted to be good and the importance of audience role in interesting). communication chain in his communication model. This model is more focused on public Complexity in Organizational Structure speaking than interpersonal communication. - Greater the hierarchy in an organization (i.e. more the number of managerial levels), more Aristotle Model of Communication is formed with 5 is the chances of communication getting basic elements destroyed. Only the people at the top level can see the overall picture while the people at Speaker low level just have knowledge about their own Speech area and a little knowledge about other areas. Occasion Audience Poor retention Effect - Human memory cannot function beyond a limit. One can’t always retain what is being told Speaker plays an important role in Public speaking. specially if he is not interested or not attentive. The speaker must prepare his speech and analyze This leads to communication breakdown. audience’s need before he enters into the stage. His words should influence in audience mind and persuade their thoughts towards him. MODULE 3 Berlo's Model of Communication - The Berlo’s model follows the SMCR model, Models of Communication this model is not specific to any particular Linear Communication Model communication. Aristotle’s Model - Berlo’s model lives a number of factors under Berlo’s Model each of the elements Lasswell’s Model Shannon-Weaver Model Source: The source is where the message originates. Dance’s Model Schramm’s Model Communication skills Structure - It is the individual’s skill to communicate - The structure of the message how it is arranged, the way you structure the message Attitudes into various parts - The attitude towards the audience, subject. and towards one self for e.g. for the student Code the attitude is to learn more and for teachers - The code of the message means how it is sent wants to help teach. in what form it could be e.g. language, body language, gestures, music and even culture is Knowledge a code. Through this you get/give the - The knowledge about the subject one is going message or through which the communication to communicate for e.g. whatever the teacher takes place or being reached. communicates in the class about the subject so having knowledge in what you are Channel communicating. - It is nothing but the five senses through this only we do. The following are the five senses Social System which we use: - The Social system includes the various aspects in society like values, beliefs, culture, Communication Channels religion and general understanding of society. Hearing It is were the communication takes place. Seeing Touching Culture Smelling - Culture of the particular society also comes Tasting under social system. All to this model, only if you have the above in the proper or adequate Hearing proportion v can communicate. - The use of ears to get the message for e.g. oral messages, interpersonal etc. Seeing: Encoder Visual channels for e.g. TV can be seen and - The sender of the message (message the message is delivered. originates) is referred as encoder, so the source is encoding the message here. Touching - The sense of touch can be used as a channel Message/Content to communicate for e.g. we touch and buy - The beginning to the end of a message food, hugging etc. comprises its content for e.g. From beginning to end whatever the class teacher speaks in Smelling the class is the content of the message. - Smell also can be a channel to communicate for e.g. perfumes, food, charred smell Elements communicates something is burning, we can - It includes various things like language, find out about which food is being cooked etc. gestures, body language etc, so these are all the elements of the particular message. Tasting Content is accompanied by some elements. - The tongue also can be used to decipher e.g. Food can be tasted and communication can Treatment happen. - It refers to the packing of the message Decoder Advantage of Lasswell model: - Who receives the message and decodes it is It is Easy and Simple referred to as decoder. It suits for almost all types of communication The concept of effect Receiver - The receiver needs to have all the things like Disadvantage of Lasswell model: the source. This model believes that for an Feedback not mentioned effective communication to take place the Noise not mentioned source and the receiver needs to be in the Linear Model same level, only if the source and receiver are on the same. Shannon and Weaver Model of Communication - Mirror the functioning of radio and telephone Criticism of Berlo’s SMCR model of communication: technologies (S,E,C,N,R,R) - In 1948, Shannon was an American No feedback / don’t know about the effect mathematician, Electronic engineer and Does not mention barriers to Communication Weaver was an American scientist both of No room for noise them join together to write an article in “Bell Complex model System Technical Journal” called “A It is a linear model of communication Mathematical Theory of Communication” and Needs people to be on same level for also called as “Shannon-Weaver model of communication to occur communication”. But not true in real life - This model is specially designed to develop Main drawback of the model is that the model the effective communication between sender omits the usage of sixth sense as a channel and receiver. Also they find factors which that is actually a gift to the human beings affecting the communication process called (thingking, understanding, analyzing etc.) “Noise”. At first the model was developed to improve the Technical communication. Later Lasswell Model of Communication it’s widely applied in the field of - Harold Dwight Lasswell, the American political Communication scientist states that a convenient way to describe an act of communication is to answer Sender: The originator of message or the information the following questions: source selects desire message Who Encoder: The transmitter which converts the message Says What into signals Note: The sender’s messages converted In Which Channel into signals like waves or Binary data which is To Whom compactable to transmit the messages through cables With what effect? or satellites. For example: In telephone the voice is converted into wave signals and it transmits through Lasswell model suggests the message flow in a cables multicultural society with multiple audiences. The flow of message is through various channels. And also, this Decoder: The reception place of the signal which communication model is similar to Aristotle’s converts signals into message. A reverse process of communication model. encode Receiver: The destination of the message from sender Note: Based on the decoded message the receiver gives their feedback to sender. If the message distracted by noise, it will affect the This model breaks the sender and receiver model it communication flow between sender and receiver seems communication in a practical way. It is not a traditional model. It can happen within our self or two Noise: The messages are transferred from encoder to people; each person acts as both sender and receiver decoder through channel. During this process the and hence use interpretation. It is simultaneously take messages may distracted or affected by physical place e.g. encoding, interpret and decoding. noise like horn sounds, thunder and crowd noise or encoded signals may distract in the channel during Semantic noise is a concept introduced here it occurs the transmission process which affect the when sender and receiver apply different meaning to communication flow or the receiver may not receive the same message. It happens mostly because of the correct message words and phrases for e.g. Technical Language, So certain words and phrases will cause you to deviate Dance's/Helical Model of Communication from the actual meaning of the communication. - In 1967, Frank Dance proposed the communication model called Dance’s Helix Field of Experience - an individual's beliefs, values, Model for a better communication process. experiences and learned meanings both as an The name helical comes from “Helix” which individual or part of a group. means an object having a three-dimensional shape like that of a wire wound uniformly Advantage of Osgood-Schramm model of around a cylinder or cone. He shows communication communication as a dynamic and non-linear process. Dynamic model - Dance’s model emphasized the difficulties of Shows how a situation can change communication. Frank Dance uses the form of It shows why redundancy is an essential part a Helix to describe communication process. There is no separate sender and receiver, He developed this theory based on a simple sender and receiver is the same person helix which gets bigger and bigger as it moves Assume communication to be circular in or grows. The main characteristic of helical nature model of communication is that it is Feedback – central feature. evolutionary. Disadvantage of Osgood-Schramm model of Osgood-Schramm Model of Communication communication - It is a Circular Model, so that communication is something circular in nature This model does not talk about semantic noise and it assume the moment of encoding and decoding. Encoder – Who does encoding or Sends the message (message originates) Decoder – Who receives the message Interpreter – Person trying to understand (analyses, perceive) or interpret Note: From the message starting to ending, there is an interpretation goes on. Based on this interpretation only the message is received. MODULE 4 Text-based - The last mode is text-based communication. Communication Modes As its name implies, it is the use of text-based - Communication Mode refers to the channel interaction to communicate with one another. through which one expresses his/her - Although conceptually old school (no video, communicative intent. no audio benefits), technology made way for it - It is the medium through which one conveys to still be significant in the modern society as it his/her thoughts. can disseminate information quickly and has a bigger and wider reach. Examples of this Modes of Communication mode are electronic mail, facsimile, text Face-to-face Interaction messaging, and instant messaging. Video Audio Below are tips how to properly converse with people Text-based you just met. Face-to-face Interaction Be confident - It can be a formal or an informal/casual Be brave conversation between two or more people. Be curious - People use social conversation as a way to Do not dwell on never ending topics create and establish relationships to people or Do not be afraid to deviate from template to maintain them. conversation Give compliment Video Talk about something what you have in - When face-to-face interaction is not possible, common particularly when two or more people living in Do not let awkward moments discourage you different areas or situations want to communicate with one another, the use of GLOBALIZATION AND COMMUNICATION video is the easiest way to communicate. - With the utilization of modern technology, Globalization there are lots of different methods of - It is the process by which people and goods communicating that are not only accessible move easily across borders. but the norm in society. The use of - It is the term used to describe the changes in applications/programs like Skype, Viber, Apple societies in the world economy that result of FaceTime, WhatsApp, and Facebook dramatically increased trade and cultural Messenger, makes everything a lot easier. exchange. - It is principally an economic concept where Audio there is integration of markets, trade, and - Audio basically means sound that are investments with few barriers to slow down transmitted, recorded, or reproduced. the flow of products and services between - Use of audio-based technology like the nations. telephone, answering machine, voice - Natural barriers, such as distance and messaging and voicemail may not be the language; tariff barriers, or taxes on imported preferred mode of communication by most goods; and nontariff barriers. The nontariff people today but are still very much useful for barriers to trade include import quotas, some people. embargoes, buy-national regulations, and exchange controls.  - It refers almost exclusively to the effects of Globalization in the Philippines trade particularly trade liberalization or “free - The country is taking part in the process of trade”. globalization ever since the country signed - There is a cultural element as ideas and agreements with World Trade Organization in traditions are traded and assimilated. 1995. - It has allowed major changes in the nation like Signs of Globalization more labor, and more Filipino and foreign - Increase in international trade at a faster rate companies has emerged in the nation in order than the growth in the world economy to help the country’s developing economy. - Greater trans-border data flow, using such technologies such as the Internet, Advantages of Globalization communication satellites and telephones Peaceful Relations – Nations became more - Greater international cultural exchange, for involved in trade and economy that having example through the export of Hollywood and peaceful relationships between countries Bollywood movies. became the utmost priority (Examples: Japan - Some argue that even terrorism has and Germany after World War II). undergone globalization. Terrorists now have Employment – One of the most significant attacked places all over the world advantages of globalization is employment. - Spreading of multiculturalism and better More and more international corporations go individual access to cultural diversity, with on to developing countries where there are the other hand, some reduction in diversity cheaper workforce and raw materials. People through assimilation, (Westernization, in developing countries are also able to find Americanization, Korean Wave, etcetera) of jobs in other countries that allow them to help cultures. their families and their country. - Greater international travel and tourism Education – The availability of high-quality - Greater immigration, including illegal education to anyone in the world is one of the immigration most critical advantages of globalization as it - Development of global telecommunications helps in nation-building and economic infrastructure development. A financially abled person can - Development of global financial systems (ADB, go anywhere in the world to attend the most WB, IMF) prestigious schools. - Increase in the share of the world economy Product Quality – As technology becomes controlled by multinational corporations more advanced, people are also becoming - Increased role of international organizations more mature as consumers. In the past, most such as UN, WTO, ASEAN, that deal with consumers give more priority to price rather international transactions than quality. Nowadays, they are becoming - Increase in the number of standards applied more and more willing to compromise with the globally; e.g. copyright laws price as long as they get quality products. Production of high-quality products is the Issues Surrounding Globalization result of the stiff competition between - There is the promotion of the Corporatist companies as they push tooth and nail to be agenda that results in the curtailing of many the leader in their industry. individual rights just for them to make their Cheaper Prices – Competition between profit. companies results in some companies - Globalization imposes credit-based lowering down their prices to reach people in economics, resulting in unsustainable growth different socio-economic status. of debt and debt crises. Communication - Through the internet, we can give or get information at any time of the day, seven days a week, wherever we are in  the world. Information is accessible to This quote does not only imply to people. This anybody with just a push of a button. With can also be applied to nations where globalization and the world wide web, the developing countries are having more world became smaller. difficulties in alleviating their poverty rate as Transportation - Today, people have more developed countries are getting richer and ability to move to any part of the world through powerful. In real sense, globalization has not the different transportations available been able to reduce poverty. (Examples: airplanes, cars, bullet trains). Environmental Degradation – As a country try Movement of products also became easier to compete and keep up with other countries because of the various transportation options in developing and producing different that we have may it be through land, air, or products, some industries are negligently sea. utilizing natural resources that result in Economic Growth – Globalization, whether we damages to the environment. agree or disagree, affects the economic status Disparity - Though globalization has opened of a particular country. Having an increased new avenues like wider markets and Gross Domestic Product (GDP) during the employment, there still exists a disparity in the calendar year usually indicates economic development of the economies. Structural growth, which then demonstrates unemployment owes to the disparity created. development. Developed countries are moving their Free Trade – There are instances that some factories to foreign countries where labor is countries do not impose taxes and quotas on cheaply available. the import or export of goods that can be very Conflicts – Globalization has given rise to beneficial to small and medium-sized international conflicts, terrorism, and other enterprises. Free trade will also allow forms of violence. Such conflicts not only consumers to buy products at a, particularly affect the economy but more importantly, the low cost. daily life of people. Travel and Tourism – Because of Cut-throat Competition – When an globalization, travel and tourism are becoming international company enters the local market, more and more popular with people today. chances are most local businesses will be Globalization gave people the drive and negatively affected that will drastically shrink purpose to travel, may it be for business or the local economy. leisure. As a country open its borders, the more people will be convinced to choose that Globalization: What it is not? country for travel. Globalization can sometimes be confused with other Disadvantages of Globalization terminologies. The following terms are not Health Issues - The spread of diseases like GLOBALIZATION: AIDS and the COVID-19 can be highly attributed to globalization, as people can 1. Development - The process by which a nation travel and carry the disease with them. improves the economic, political, and social Perishable or contaminated food products can well-being of its people. also be transported to different countries, which can result in many people getting sick. 2. Industrialization - When an economy goes from Loss of Culture - One of the disadvantages of being based on agriculture to being based on globalization is the loss of culture. This is very manufacturing and other industries. evident today as people tend to assimilate other people’s culture rather than their own. 3. Urbanization - The movement of people from rural Uneven Wealth Distribution – “The rich are areas to urban cities. getting richer, the poor are getting poorer.” Communication in Globalization Different Globalization[s] – The Dimensions Of Interconnectedness -> Interdependencies of Globalization many different parts in the world. From a Communication studies perspective: Cultural: ’Global images’, global audiences, Why globalization? – because it is possible to value-spreading, ’media imperialism’. World culture. communicate on a global scale ” Only in the past couple of centuries, as every Social: Global social relations, mobility, tourism, sense human community has gradually been drawn global of community. into a single web of trade and a global network of information, have we come to a Political: Supra-national organizations: UN, WTO, etc. point where each of us can realistically Supra-national governance: ’world-police’, imagine contacting any other of our six billion Regionalization: EU, ASEAN. conspecifics and sending that person something worth having: a radio, an antibiotic, Economic: Trade links, instant money transaction - a good idea.” global business. Global exploitation of labor. History of the Globalization of Communication The common thread: they all depend on global communication infrastructure. Main points: Today communication is increasingly global. This promotes a ’reordering’ of time and MODULE 5 space. This, in turn, promotes global interconnections CULTURE, COMMUNICATIONS, AND SOCIETY interdependencies = globalization. Globalization is progress, not an end state. What is Culture? Started mainly with three processes during the - Culture is a concept that is a little difficult to 19th century: explain and comprehend but is essential when we are studying human behavior, society, and 1. 1830’s. The telegraph – electric communication via the world we live in. Culture can mean transatlantic underwater cables. No more different as we use the term to suggest messengers. 1865 – Britain and India connected The different concepts. One popular usage of the 1870s – Europe linked to large parts of the world 1924 term culture is how we describe a refined and – King George V sends a message to himself that sophisticated man well versed in the world of circulated the globe in 80 seconds literature, art, drama, or music. But this is not how we define culture in sociology and in 2. 19th century. The emergence of global news other disciplines that study human behavior. networks. Significant in three ways We have to give more emphasis on learning about culture through the different lenses of 1.) News over large territories the different studies and disciplines. 2.) Global in scope 3.) Reached big audiences Definitions of Culture The following are definitions given by experts in 3. Electro-magnetic waves. The emergence of different fields: organizations with the mission to disseminate radio That complex whole which includes frequencies. knowledge, beliefs, art, law, morals, customs and other capabilities and habits acquired by man as a member of society. - Edward B. Taylor (1971), Anthropologist  That complex whole which includes Eight Attributes of Culture knowledge, beliefs, art, law, morals, customs and other capabilities and habits acquired by 1. Language man as a member of society. - Edward B. Simply put, there is certain Taylor (1971), Anthropologist language used in a country, Is an elaborate system of standard expected province, area that makes one ways of feeling and acting which the members culture unique or different from of society generally acknowledge and other cultures. generally follow. - Horton and Hunt (1984) Filipino (Standardized National The total way of life shared by members of a Language), Tagalog society. It includes material products as well as (Austronesian language of the patterned, repetitive ways of thinking, feeling Tagalog) and acting. - Brinkerhoff (2008) Bisaya, Pangasinan, Kapampangan, Waray, Ilocano Functions of Culture are all considered as Culture plays vital functions for the members of a languages. Dialects are forms society. of a language which is peculiar 1. Culture gives us the knowledge and to a specific region or social know-how to survive and cope with the group (Example: Ilocano of the problems of life through the knowledge and Ilocos Provinces are different to patterns of behavior learned from the many the ones in La Union and generations of human experience. Pangasinan) Language and culture have a 2. Culture dictates directions on the biological complex, homologous continuity of a specific cultural group through relationship. Language is the reproduction of their members. complexly intertwined with culture (they have evolved 3. Culture provides a range of activities that let together, influencing one people control the forces of nature for them to another in the process, satisfy their own human needs and desires. ultimately shaping what it means to be human). In this 4. Culture ensures peace and order by setting context, A.L. Krober (1923) said, up standards of behaviors that have to be “culture, then, began when followed by the members of the society. speech was present, and from then on, the enrichment of 5. Culture is a strategy utilized by man to either means the further survive in any given environment by using his development of the other”. We material culture, specifically his tools and also have to remember that technology. culture is passed on from generation to generation 6. Culture plays a big role in the development through language and of the personality of members of society. From communication, specifically by the moments he is born, he is socialized to verbal communication. conform to the norms and ideals of the group. The individual incorporates the habits, values, attitudes, aspirations, idiosyncrasies, and other orientations of his society.  2. Laws and Politics modern machines and Laws and Politics may differ computers that continuously from country to country, innovates according to the depending on what kind of need of people. political and legal landscape they have in each of these 4. Values and Attitudes countries. A person's cultural beliefs and his or her society's beliefs Politics influence socio-cultural - The Philippines is a Republic with a attitudes presidential form of government with a multi- Values are basic and party-political system. fundamental beliefs that guide - The USA is a federal constitutional republic or motivate attitudes or actions. with a two-party system dominated by the They help us to determine what Democratic Party and the Republican Party is important to us. (bipartisan political system). Examples of values are dependability, reliability, loyalty, Laws commitment, openmindedness, - Constitution (basic principles and laws of a consistency, honesty, efficiency, nation, state, or social group) innovation, creativity, good - National Law is often referred to as domestic humor, compassion, spirit of law, are those laws that exist “within” a adventure, motivation, particular nation positivity, optimism, passion, - Statute is a formal written enactment of a respect, fitness, courage, legislative authority that governs the legal education, perseverance, entities of a city, state, or country by way of patriotism, service to others, consent. Statutes command or prohibit environmentalism, money. something, or declare policy. Culture is significant in shaping - Code is a collection of written laws gathered individual and cultural values, together, usually covering specific subject preferences, beliefs and matter. attitudes of the members of the - Ordinances is a piece of legislation enacted society. by a municipal authority. 5. Education 3. Technology and Material Culture Education plays a very Material culture refers to the important role in the physical objects, resources, development of culture; both and spaces that people use to inter connected with each define their culture other. Education not only Examples: tools, weapons, teaches about the social and utensils, machines, ornaments, cultural values of a specific art, buildings, monuments, culture but also knowledge of written records, religious ethics, norms, and traditions. images, clothing, and any other Education helps in the ponderable objects produced establishment of schools, or used by humans. colleges, and universities. In today’s world of technology, material culture became more advanced with the use of 6. Social Organization Seven Major Characteristics of Culture Social organization is nonrandom pattern within 1. Culture is shared. Every culture is shared by a human populations that group of people, usually inhabiting the same comprise society by sharing the part of the world. The region they live in, the main aspects of a common geographical conditions around them, their existence over time as well as country’s past, the belief system and values of nonrandom patterning, the its people, and the heritage they are proud of, human and interhuman constitute their culture. Being common to a activities through which group, these aspects develop a sense of unity patterns are formed, retained, and belonging among the people of that altered, or replaced. group. People of the same community share Examples: Colleges, the same values, beliefs, and traditions. Their businesses, political parties, the literature and history are the same. Their military, universities, and language and mannerisms, and the way they hospitals are all examples of communicate is similar. Built by their belief formal organizations, which are system, their personalities share certain traits. secondary groups that have Their roles in the family and society are goal‐directed agendas and defined by their culture. Their occupations and activities. In contrast to official lifestyles may be influenced by their culture. organizations, the informal Culture gives the people a collective identity. It relations among workers belongs to a community and not to any single comprise informal human being. It is shared. organizations. 2. Culture is learned. Culture is not biologically 7. Religion passed from older generations to the newer Religion and culture are ones. It is learned through experience. The inseparable, as beliefs and members of a culture share certain ideals practices are uniquely cultural. which shape their lives. The future generations For example, religious rituals learn to follow the same ideals. Culture (one type of practice) unite propagates through generations, which adopt believers in a religion and their old customs and traditions as a part of separate nonbelievers. their culture. The ideals they base their lives Christianity, Judaism, Islam, on, is a part of their culture. Cultural values are Buddhism, Hinduism, Folk imparted from one generation to another, Religions, Sikhism which is the reason why they continue. The language, the literature, and the art forms pass 8. Aesthetics down from generation to generation. Culture is Aesthetics are a philosophy of learned, understood, and adopted from what beauty, one that defines how a is taught by society and assimilated from the culture understands beauty in environment. No individual is born with a art. Every culture has its own sense of culture. In the course of life, he learns set of aesthetic values, so we it. can say that the standards of beauty may vary from culture to 3. Culture changes. Cultures undergo a gradual culture. change. With passing time, some beliefs change, certain traditions or rituals are eliminated, language and mannerisms of people change, and thus their culture.  Migration and globalization lead to a mixing of that stayed in seclusion, unaware of the world cultures. When people from different parts of outside. Today, most of these once-secluded the world come together, they influence each groups are connected to the rest of the world. other and effectively, each other’s cultures. And there is hardly any community, and These factors contribute to the formation of a thereby any culture which is totally multicultural society and sometimes, even new isolated.The cultural values of people in a cultures develop. Over time, some traditions particular country are affected by those of the are dropped out of a culture because they are people from neighboring countries. When dangerous or due to their arduous nature. Due people from different geographical locations to education and increased awareness, newer come together, they influence each other’s generations become flexible to change and cultures. Trade between two countries, look at concepts like religion and culture with migration of people to different parts of the a broader perspective and have a liberal view world, and travel for educational or about them. So, some rituals or customs recreational purposes are some examples of become less rigid, some are replaced by how cultures cannot stay separated. Cultures simpler ones and some are discontinued. that evolve around the same time show similarities because they have developed 4. Culture takes years to form. It is true that together. Some blend to create shared culture influences us, but it is also true that we cultures. No culture can make itself immune to influence culture. In fact, culture evolves over external influences. time and takes years to develop. The geographical location and climatic conditions 6. Culture is essential. Culture gives us an of a region have a direct effect on the living identity. The art and history that we are proud conditions of the inhabitants. The climate, for of, the literature we learn from, our education, instance, may influence the traditional clothing and our upbringing shapes our personalities. and food habits of the people living there. The What we observe around us, what our folk geography of a region has an impact on the tales teach us, and what our culture says, is occupations of its inhabitants, and thus their deeply ingrained in our minds. Our cultural lifestyle. It influences the art forms, sports, and values, and our system of beliefs dictates our other activities the people engage in, thus thinking and behavior. Rituals and traditions defining their culture. A country’s history has a are a part of our daily living. The way we carry major role in the formation of its culture. Even ourselves in society and who we are as human the political changes in the country’s history beings, is highly influenced by the culture we influence its culture. In case of monarchies, belong to. To make us feel a part of the group each ruler has an influence on the culture of and to give us the guiding principles of life, his people. The forms of government also culture is essential. influence a country’s culture. Other countries ruling a nation impact the culture of its people. 7. Culture is transmitted across generations. Even after attaining independence from Cultural values are transferred across foreign powers, the people are not freed from generations in the form of symbols and stories their cultural influences. that make them easier to understand. The beliefs that a culture holds, take the form of 5. Culture cannot be isolated. Studies have customs and rituals that people are supposed brought out the fact that no culture can remain to follow. The languages which are a part of in isolation. There is hardly any social culture, are integrated into the education community that is completely isolated from the system. Sometimes, values and religious rest of the world. Every culture is mostly beliefs are also made a part of it. influenced by cultures of the surrounding regions. Years ago, there were tribal societies Components of Culture - In many Jewish and Muslim communities, Norms people are forbidden from eating pork. Folkways and Mores - In Western cultures which value youth, asking Taboos a woman’s age is often discouraged Sanction Values Sanction Material Culture - In order to let the members of society conform or behave in ways prescribed for them, there Norms are ways and means to make them do so. - There are rules or standards of behavior Conformity is attained through the use of expected of us to be followed in certain sanction or a system of reward and situations. punishment. Rewards are positive sanction for - What is important in a norm is that any those who behave improperly. departure from it is followed by some punishment or sanctions. Values - Norms are the groups or society‘s standard or - The same discussion with the attributes of morality, propriety, ethics and legality. They are culture. important for the formation and existence of groups. They define the tasks and group Material Culture expectations to make group activity and - The same discussion with the attributes of cooperation possible. culture. - Norms vary from society or from group to another in societies. These differ according to Other Cultural Concepts the age, sex, religions, or race of the group. What maybe appropriate behavior in one Cultural Universal culture maybe disrespectful or inappropriate in - A comparison of culture all over the another culture? world will show similarities in the broad areas of culture. Folkways and Mores - When the same pattern of culture is - Folkways maybe defined as customary ways found among people as different as of behaving, usually have no particular moral the mountain tribes and the modern significance. group which we call ―civilized people‖, - As part of human culture, man has developed we call these phenomenon cultural and organized habits and customs. There are universals. many folkways centering on activities such as - Fundamental areas of social living eating, fighting, dressing, marriage, birth, found in all societies such as speech death, art, etc. and language, material traits, art, - Other examples of mores are abuse of drugs mythology, social systems, religious such as heroin and cocaine, driving without a practices, property, government etc. - license, stealing, murder, and child abuse. Whisler (1923) Taboos Cultural Diversity - A taboo is a social or cultural banning of an - Despite uniformities in culture all over act. Although the act might not be illegal or the world, there is a wide range of punished, it is strongly derided. People raised differences in the various aspects of within the culture are highly unlikely to do the culture and social organization. act and highly likely to judge people who Chinese and Japanese use chopsticks violate the taboo. in eating, the Japanese and Thais bow very low in greeting, the Indians do not  eat beef, the Muslims do not eat pork, - In a more extreme sense, some the Christian scientist are vegetarians. cultures may idolize other cultures, - Differences in geographical such as the Japanese anime genre characteristics like climate, topography, idolizing American beauty in its art, soil conditions and natural resources wherein it emphasizes such features as account for social and cultural large eyes, angular jaws, and light skin. difference. - Xenocentrism relies instead on a - Culture plays an important role in fascination with others' culture and a shaping and modeling one‘s way of contempt for one's own, often spurred life. Eating habits, attitudes towards by gross injustice of government, food, even taste, are culturally defined. antiquated ideologies, or oppressive Definitions of appropriate behaviors religious majorities. are culturally prescribed and these differ from one group to another. Xenophobia Cultural Relativism - Xenophobia or fear of strangers, is a - Christian Filipinos believe in broad term that may be applied to any monogamy, and for most Christian fear of someone who is different from divorce is not acceptable. The Muslim us. Hostility towards outsiders is often Filipinos and some cultural minorities a reaction to fear. on the other hand practice polygamy. - Xenophobia often overlaps with forms of prejudice including racism and Ethnocentrism homophobia, but there are important - Literally, it means, ―our group is the distinctions. Where racism, center. Some societies believe that homophobia, and other forms of their culture is superior to other discrimination are based on specific cultures. This belief is ideally not true characteristics, xenophobia is usually because every group of people have a rooted in the perception that members culture on their own. of the outgroup are foreign to the - Example: People develop culture by ingroup community. adaptation to their environment, it means that mountain people like the Roles of Communication in Society Negritoes develop behavior and ways of life adapted to their mountain 1. Political Role - Communication has the role of environment. It does not mean that providing information upon which political their culture is inferior to the urban and decisions of leaders and the general public more complicated culture of are based. industrialized societies. 2. Economic Role - Communication in highly developed countries like United States and Xenocentrism Japan boosts the economy through the power - Is a culturally-based tendency to value of advertising. Manufacturers engage in mass other cultures more highly than one’s production of goods, whether essential, own, which can materialize in a variety consumer or luxury goods, and then use the of different ways. In the United States, power of mass communication (advertising) to for instance, it is often assumed that sell them to the public. European products such as wine and 3. Social Role - Communication contributes to cheese are superior to those produced the dissemination of information and locally. popularization of practice that all add up to the cultural heritage of a nation.