COLLEGE/DEPARTMENT BUSINNESS EDUCATION DEPARTMENT

COURSE CODE GE115

PLACE OF COURSE IN THE MAJOR MINOR
SEMESTER AND ACADEMIC YEAR 1ST SEMESTER

PURPOSIVE COMMUNICATION
This module is structured in accordance with the Commission on Higher Education (CHED)
Memorandum Order (CMO) for General Education core courses. It focuses on how macro-level
shifts and cultural distinctions impact everyday human interaction. Students will examine how
globalization, cultural diversity, and digital spaces shape message construction, interpretation,
and potential barriers.
Module 2: Navigating Cultural and Global Issues in Communication

Lesson 1: Communication in the Age of Globalization

Globalization has transformed the world into a "shrinking village" driven by international
migration, multinational corporations, and borderless digital technology.

The "Global Village" Phenomenon-coined by media theorist Marshall McLuhan, the term
"Global Village" describes how electronic media compress time and space.

What it means: A tweet sent from Manila can spark a debate in New York within seconds; a
corporate policy change in Tokyo instantly affects remote workers in Europe. Communicators
must anticipate that their messages can be viewed, shared, and scrutinized by audiences with
completely different historical, political, and cultural backgrounds. Local communication can
instantly become public global communication.

English functions as a global lingua franca, resulting in localized variations (e.g., Philippine
English, Singaporean English, Hinglish). Effective global communication requires recognizing
and respecting these varieties without compromising clarity or standard professional
conventions.

Inner Circle vs. Outer/Expanding Circle: Traditionally, English was dominated by "Inner
Circle" countries (USA, UK, Australia). Today, "Outer and Expanding Circle" countries (such as
the Philippines, Singapore, India, and Japan) have localized the language. Philippine English:
Features unique vocabulary, idiomatic expressions, and structural nuances (e.g., open the light,
fill up a form, advance happy birthday) that are perfectly understood locally or regionally. When
communicating globally, speakers must balance local linguistic identity with international
intelligibility. An effective global communicator knows when to use localized expressions and
when to shift to standardized international English to prevent misunderstandings.
Lesson 2: Cultural Dimensions Affecting Interaction

Culture is not just something we inherit; it is an active operating system that dictates how we
think, behave, and communicate. When two people interact, they do not just exchange words—
they exchange cultural assumptions.

If Sender A and Receiver B operate from different cultural frameworks, the same sentence can
carry entirely different meanings. Understanding cultural dimensions (frameworks popularized
by cross-cultural researchers like Edward T. Hall and Geert Hofstede) helps communicators
decode why people communicate the way they do.

Culture dictates how people encode and decode messages. Key variables include:

High-Context vs. Low-Context Frameworks: Understanding whether meaning is derived

explicitly from spoken/written words (low-context) or implicitly from non-verbal cues, shared
background, and relationship dynamics (high-context).

High-context and low-context communication represent two fundamental approaches to how

humans encode and decode meaning during interactions. In low-context communication—
prevalent in countries like the United States, Germany, and Switzerland—messages are explicitly
stated, literal, and direct. Participants rely heavily on spoken or written words to convey
information, operating under the assumption that listeners do not share the same background
knowledge. Consequently, instructions must be detailed and step-by-step, feedback is expected
to be straightforward, and open confrontation is often viewed as an efficient way to resolve
problems. Conversely, high-context communication—common in cultures such as Japan,
China, South Korea, and the Philippines—relies heavily on non-verbal cues, shared history, and
the surrounding relationship dynamics rather than explicit words alone. In these environments,
much of the meaning is left unsaid and must be "read between the lines." Communicators in
high-context settings prioritize group harmony and face-saving, choosing polite, indirect
language and nuanced gestures to avoid direct conflict or public embarrassment.

Power Distance and Social Hierarchies: How status differences impact communication flow
(e.g., deferential language used in professional or regional settings to show respect to elders or
authorities).

Power distance is a cultural dimension that measures how a society handles inequalities and how
subordinates perceive and accept authority figures. In high power-distance cultures—such as
the Philippines, India, and Mexico—hierarchies are deeply respected and viewed as a natural,
necessary part of social and organizational order. Communication in these environments tends to
be formal, cautious, and deferential, heavily reliant on titles and honorifics, while feedback flows
almost exclusively from the top down. Subordinates rarely question superiors openly, as doing so
is often perceived as disrespectful. In contrast, low power-distance cultures—found in
countries like Australia, Denmark, and Israel—prioritize equality and flatter organizational
structures, allowing authority to be more easily questioned or challenged. Communication in low
power-distance settings is typically informal and egalitarian, encouraging junior employees to
voice their opinions and provide direct feedback to management regardless of rank.

Lesson 3: Sensitivity to Diversity and Bias-Free Language

To communicate responsibly in multicultural landscapes, senders must avoid language that

marginalizes groups based on gender, race, social class, or ethnicity.

Gender-Fair Language: Gender bias occurs when language treats one gender as the norm or
demeans a gender through stereotyping or exclusion. Historically, English and many regional
languages used male terms as defaults. Replacing gender-biased terms (e.g., using "chairperson"
instead of "chairman").

Avoiding Cultural Stereotypes: Stereotyping reduces an entire group of people to a rigid, often
oversimplified or derogatory characteristic. In a globalized world, cultural insensitivity can
instantly alienate international audiences or spark public backlash. Steering clear of sweeping
generalizations regarding regional, Asian, Western, or indigenous groups.

Problematic Practices: Using outdated racial or ethnic labels, generalizing the habits of an
entire region (e.g., viewing all people from a specific continent through a single lens), or
exoticizing foreign cultures.

Bias-Free Alternatives: Focus on the individual rather than the group label unless race/ethnicity
is explicitly and respectfully relevant to the context. Always use the preferred self-designation of
the group in question (e.g., specific indigenous names rather than broad umbrella terms, when
applicable).

Lesson 4: Appreciating the Impact of Communication on Society and the World

Communication does not merely reflect society; it actively constructs it. The words, media
narratives, and cultural frameworks we share dictate how laws are passed, how historical events
are remembered, and how humanity responds to crises.

In the final tier of the CHED Purposive Communication framework, students move beyond
mechanical competency and critical analysis to appreciation and valuation. Appreciating the
impact of communication means recognizing that every message carries ethical weight and
ripples outward to influence communities, institutions, and the global ecosystem.

Key Pillars of Communication’s Impact on Society and the World

1. Nation-Building and Cultural Identity

Within a localized societal context (such as the Philippines), communication bridges diverse
ethnolinguistic groups across thousands of islands.
Language and Unity: The strategic use of a national language and media creates a shared
national identity, bridging regional divides between Tagalog, Ilocano, Cebuano, Waray, and
other regional identities. Civic Engagement: Public discourse, journalism, and community
dialogue empower citizens to participate in governance, voice grievances, demand
accountability, and protect democratic institutions.

2. Social Movements and Paradigm Shifts

Throughout history, monumental shifts in human rights, civil liberties, and social justice have
been driven entirely by communicative action. Amplifying the Marginalized: Communication
gives voice to the voiceless. Campaigns against discrimination, environmental destruction, and
corruption rely on strategic storytelling and multimodal advocacy.

Digital Activism and Global Solidarity: In the modern digital era, a hashtag, a viral video, or a
transnational social media campaign can mobilize millions worldwide, forcing multinational
corporations and governments to alter policies overnight.

3. Global Diplomacy and Peacebuilding

On the international stage, communication is the ultimate alternative to conflict. Cross-Cultural

Understanding: Diplomacy, peace treaties, and international agreements rely on nuanced,
culturally sensitive dialogue. Miscommunication or inflammatory rhetoric between heads of state
can escalate geopolitical tensions or spark trade wars. Global Health and Crises Communication:
Global issues—such as climate change initiatives or international health responses (e.g., global
pandemic messaging)—prove that coordinated, transparent communication across borders saves
millions of lives.

The Ethical Burden of the Modern Communicator

Because communication possesses immense transformative power, it carries profound ethical

implications. A responsible global citizen must ask: Does my message promote truth, inclusivity,
and mutual respect, or does it propagate misinformation, bias, and division? Am I using my
digital footprint to build bridges across cultural divides, or am I reinforcing echo chambers and
cultural stereotypes?

Appreciating communication means treating it as a public trust. Whether writing a corporate

report, posting on social media, or engaging in intercultural dialogue, every speaker holds a stake
in the moral and social health of the world.
Activity: Create a 1-to-2 minute spoken word piece, rap, or illustrated manifesto answering the
prompt: "How can my words and my story help warn, inspire, or guide other youth on the
outside?" To be performed during the face-to-face session.

Resources:

Madrunio, M. R., & Martin, I. P. (2018). Purposive Communication: Using English in

Multilingual Contexts. Quezon City: C & E Publishing, Inc.

Wakat, G. S., Caroy, A. A., Paulino, F. B., et al. (2018). Purposive Communication. Quezon
City: Lorimar Publishing, Inc.

Suarez, C. A., Perfecto, M. R. G., Canilao, M. L. E. N., & Paez, D. B. I. (2018). Purposive
Communication in English. Quezon City: Ateneo de Manila University Press.

Hall, Edward T. (1976). Beyond Culture. Anchor Books.

Hofstede, Geert. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online
Readings in Psychology and Culture.

McLuhan, Marshall. (1964). Understanding Media: The Extensions of Man. McGraw-Hill.