RIZAL TECHNOLOGICAL UNIVERSITY

Cities of Mandaluyong and Pasig

SESSION NO. / WEEK 6

MODULE 5: COMMUNICATION AIDS and TECHNOLOGY

1. What is the Role of Technology in Communication?

2. Seven Milestones in the Evolution of Human Communication
3. The Meaning of Relational Technology
4. Media and Technology Generations
5. Online Communication
6. Screen Names
7. E-mail Addresses
8. Online Content Creation and Identity
9. Personal Web Pages and Blog
10. Social Networking Site
11. Mediated Communication and its Impact on Personal Relationships
12. Cellphones and Personal Relationships
13. Connection and Availability
14. Shared Experience
15. Personal Relationships and Social Network
16. Competence and Challenges in Mediated Communication
17. Social Media Etiquette

Overview

This module talks about communication aids and technology. It discusses

about the role of technology in communication, the evolution of human
communication, the relational technology and identity construction, media and
technology generations, online communication, online content creation and identity,
mediated communication and its impact on personal relationships, competence and
challenges in mediated communication, social media etiquette, and multimodal
advocacy.
Communication with others plays a big part in people’s lives today. It is hard
to think of a single activity that people engage in that does not involve communication
is some way. Communication becomes even more effective when tools and
strategies are employed to help communicators better understand one another.
Communication has become a little different because of the emerging technology

PURPOSIVE COMMUNICATION 1
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

that has become part of the communicator’s toolbox. In other words, it is among the
resources that communicators use to help facilitate understanding.
Technological tools and strategies have changed drastically over recent
decades. The increasing variety and accessibility of technology has expanded the
toolbox and the opportunities for communicators. The simple Source-Message-
Channel-Receiver process has developed and evolved because there are more
pathways available for the message to travel through.

Study Guide

To carefully understand this module, you are instructed to read this module
thoroughly to be enlightened more of the discussion.
Furthermore, an activity and an assessment are provided at the end of this
module to assess your learning.

Learning Outcomes

At the end of the module, you will be able to:

1. Convey ideas through oral, audio-visual, and/ or web-based presentations for
different target audiences in local and global settings using appropriate registers.
2. Adopt awareness of audience and context in presenting ideas.

Topic Presentation

What is the Role of Technology in Communication?

Communication and Technology have become essential in today’s

generation. All around the world, government, education system, researchers,
community leaders, teachers, and parents consider technology to be critical part of
child’s communication competence and skills development. These advances in
technology have influenced the way people create, share, use, and develop
information in society, and young people need to be highly skilled in their use of
information and communication technologies.

Technology-assisted communication or machine-assisted interpersonal

communication combines characteristics of both interpersonal and mass
communication situations (Dominick, 1999). In this setting, one or more people are
communicating be means of a mechanical device or devices with one or more
receivers. One of the important characteristics of technology-assisted communication
is that it allows the source and the receiver to be separated both by time and space.

PURPOSIVE COMMUNICATION 2
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Learning the history of communication is very significant because knowing

what happened many years ago will help people understand what is going on now.
Modern communicators needed to trace human civilization to better appreciate the
tools of communication they are currently using. Human’s early ancestors must have
had some means of non-verbal communication long before they have learned and
eventually developed the spoken language.

Seven Milestones in the Evolution of Human Communication

1. Language

2. Writing

3. Printing

4. Telegraphy and Telephony

5. Photography

6. Radio and Television

7. Computer and Internet

With the evolution of the seven milestones of human communication and

technology, in general, it is difficult to predict the ultimate shape of a new
communication medium. It appears that the emergence of a new communication tool
changes but does not extinct those advances that came before it. Each advance in
communication increases the power to convey and record information, and each has
played a significant role in creating the culture and society that people have
nowadays.

The Meaning of Relational Technology

Technological devices play a vital role in the way people communicate

nowadays. Personal and relational identities are created and maintained through the
use of these technologies. Duck and McMahan (2009) refer to cellphones, Ipods, and
other technological devices as relational technologies to emphasize the relational
functions and implications of their use are society and within specific groups.

Media and Technology Generations

The progress of technology plays a major influence in identifying the

perceptions and experience of generations. Media scholars Gary Gumpert and
Robert Cathart (1995) have maintained that the traditional notion of separating
generations according to time can be replaced by separating generations according
to their media experience.

What separates generations is not just the chronological era in which they
were born but also the media and technology that encompass their world. Media
generations (Duck and McMahan, 2010) are differentiated by unique media grammar
and media consciousness based on the technological environment in which they
were born.

PURPOSIVE COMMUNICATION 3
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Online Communication

Experts say online communication is the new face to face communication.

Upper and lower cases of text messages and emojies have carried almost similar
meanings and intent as in a face-to-face communication. The advent of computer-
mediated communication has given man greater freedom and heavier responsibility
to survive in an online environment. While communication is easy, online
environment arise from the fact that cyber communication has also expanded
opportunities for online users to hide under different and fraudulent identities.

Several factors contribute to the construction of identities by communicators

in an online setting. They help shape communication styles that take place in the
internet (Duck & McMahan, 2010)

Screen Names

Identity development is accompanied in part through the selection of screen

names which are frequently selected when participating in chat rooms but are also
evident when playing games, uploading videos, leaving online comments, and
evaluations, and even selling items online. A person is sometimes known to others
by his or her screen name, which may or may not provide an accurate presentation
of the person behind the screen.

Users may select screen names based on genuine perceived characteristics

of the self or uncharacteristic traits they wish to establish online. Such screen names
as “shyguy21” or “toughgirl17” may be used by those who view themselves as
outgoing or aggressive, as well as by those who see themselves as introverted or
passive offline but wish to create a unique online persona. People may select a
screen name based on genuine characteristics as a neutral extension of the self-but
they may choose unrepresentative traits as way to develop untapped aspects of the
self and to test these characteristics in what may be an anonymous and
nonthreatening environment.

E-mail Addresses

Also connected to identity instruction, e-mail addresses have these main

parts, all of which can convey personal information to others: the username
(sometimes a person’s screen name), the domain name, and the top-level domain.
The username comes before the @ symbol; the domain name comes immediately
after the @ symbol. And the top-level domain follows the dot (.).
Much of what has been discussed about screen names also applies to
usernames. You can convey multiple aspects of the self through the selection of a
username, and other people form impressions of you based on the name you select.
Screen an usernames may also create undesired impressions: “2Sexy4U” or
“YourKindOfGuy”, for example, may be fine with corresponding and interacting with
friends online but not in professional situations. Keep this in mind when creating your
resume. Potential employers may reject a job candidate whose contact information
includes an e-mail address like “LazyBug93”.

PURPOSIVE COMMUNICATION 4
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

The domain name can reveal service provider, profession, or affiliations.

Domain names often display a person’s Internet service provider which may be
selected based on how people wish to portray themselves to others. For instance,
some people may select a relatively small and unfamiliar internet provider as
opposed to a large and recognizable one in an effort to be unique or to display
disapproval of large corporations. Individuals wishing to convey internet experience
and capability may use high-speed internet e-mail addresses with pride. Many of you
reading this may have an e-mail account through a school that connects you
symbolically to that institution. Many university alumni organizations allow former
students to retain their college e-mail addresses after graduation to signify their
association with their alma mater.
The top-level domain material spearing at the end of the e-mail addresses
also reveals personal information to others. Such codes as .edu, .gov, .mil, .org may
also indicate to others a connection to an environment with education, government,
military, or an organization. E-mail addresses originating in countries other than the
United States come with a two-digit country code, such as .ph, .uk, which provides
further information about their owners.

Online Content Creation and Identity

The internet has been become both an instrument and a site for social
expression especially for younger generation; personal web pages, blogs, and the
posting of share and display of their thoughts, interests, talents, and other
characteristics of the self. While internet users of all ages perform these activities,
younger people use the internet for self-expression more than adults. In fact, more
than half of online teenagers are considered content creators, internet users who
have developed or maintained a Web site or blog or shared creative work online.
(Lenhart and Madden, 2005 as mentioned in Duck & McMahan, 2010).

Personal Web Pages and Blog

The material and information on personal Web sites and blogs are usually
provided for specific reasons. People may incorporate content specifically for
personal expression and a desire to share it with others, for example, and they
frequently use personal Web pages to maintain connections with their social
networks by providing information about the latest events in their lives. The majority
of bloggers cite expressing themselves creatively as the primary reason for
maintaining a blog, with documenting and sharing personal experiences a close
second (Lenhart & Fox, 2006).

Social Networking Sites

Social Networking Sites such as Skype, Twitter, Instagram, Facebook, and

Messenger allow people to connect with friends, families, and others in an existing
social network while establishing new connections and forming relationships with
people from around the world. Equally, important as establishing and maintaining
connections with others, social networking sites are becoming important tools in the
display and creation of personal and relational identities, as well as the disclosure of
personal information.

PURPOSIVE COMMUNICATION 5
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Mediated Communication and its Impact on Personal Relationships

A closer look at the pace of technology has revolutionized communication

says a lot about human relationships. Kraut, Bryanin, and Kiesler (2006) as
mentioned in Dave and McMahan (2009) revealed that “on one level, changes in
technology simply allow people to achieve relatively stable relational goals in new
ways.” Cards and small mails have been replaced by e-cards and e-mails.
Correspondence takes place through phone calls rather than letters. These authors
also maintain, however, “that more than simply altering how traditional goals are met,
technological transformation also changes what can be accomplished, creating new
relational goals and norms.

Cellphones and Personal Relationships

Cell phones have come to represent constant connection to those who

possess your number, and how freely people give out of their cell phone numbers
varies.
Giving or denying someone access to your cell phone number establishes
both the boundaries and the degree of closeness desired ad expected within the
relationship. Limiting the availability of contact with a person establishes specific
relational boundaries. How that person views and evaluates such limits depends on
your relationship. Refusing to provide a cell phone number to a friend may be viewed
as legitimate (Duck & McMahan, 2009).

On the other hand, providing another person with your cell phone number
suggests a desire for connection with that individual and perhaps an indication of the
type of relationship you wish to establish. For instance, making your number
available to an acquaintance could imply a desire to develop a closer type of
relationship. The evaluation and meaning of providing an acquaintance your number
generally depends on your relationship with that person.

Connection and Availability

Cell phones allow people to be in “perpetual contact” with others (J. Katz &
Askhus, 2002). The ability to make instant contact with another person regardless of
geographic location creates a symbolic connection unlike the one created by any
previous communication technology. If you have your cell phone with you, you have
your social networks as well (Duck, 2007). This constant connection with others can
provide comfort and security in a relationship or can lead to challenges.
Relationships require connections between people, as well as autonomy and
independence (Baxter & Montgomery, 1996).
While the feeling of constant connection made possible through cell phones can be
beneficial, it may decrease feelings of autonomy, equally important and necessary in
relationships.

Shared Experience

Shared experience can be derived from the use of cell phones. First, the
actual use of cell phones constitutes shared technological experience. Especially

PURPOSIVE COMMUNICATION 6
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

when people correspond through text messages, the engage in the use of the same
technology. Particular groups assign great significance and meaning to the use of
particular technology, and younger generations adapt more quickly to changing
technology. More than simply transmitting information, the act of sending and
receiving text messages both announces and establishes shared membership an
acceptance into a group.

Personal Relationships and Social Network

Online communication enables people to maintain existing relationships,

enhance existing relationships, and create new relationships, and is dramatically
changing social networks (Boase, Horrigan, Wellaman, & Rainie, 2006). Contrary to
fears that the internet will hinder personal relationships, the majority of the internet
users indicate that it has improved the quality of their relationships (Howard, Rainie,
& Jones, 2002). In fact, increased use of internet allows for increased interaction with
friends and family not only online but also face-to-face and over the telephone.

Online communication is dramatically changing the construction and nature of

social networks. Boase, Horrigan, Wellman, & Rainie (2006) have examined online
communication’s impact on social networks and the development of social capital, or
the availability of other people to fulfill the needs and provide assistance. Their
findings indicate that massive changes in the size and the configuration of social
networks are taking place as a result of online communication.

One consequence of online communication is the ability to maintain larger

social networks. Internet users report over-all larger numbers of people in their social
networks than non-users, made possible in part by how easily contact can be
maintained through online communication. As part of their study, Boase, Horrigan,
Wellman, & Rainie (2006) distinguished two types of connection in social networks:
Core ties and Significant ties.

CORE TIES include people with whom you have a very close relationship and
are in frequent contact. You often discuss important matters in life, with core ties, and
you often seek their assistance in times of need.

SIGNIFICANT TIE though more than mere acquaintances represent a somewhat

weaker connection. You make less contact with significant ties and are less likely to
talk with them about important issues in your life to seek help from the, but they are
still there for you when needed.

Competence and Challenges in Mediated Communication

 Learner Messages

Social scientists use the term richness to describe the abundance of

non-verbal cues that add clarity to a verbal message. Face-to-face
communication is rich because it abounds with nonverbal cues that give
communicators cues about the meanings of one another’s words and offer
hints about their feelings. By comparison, most mediated communication is a
much leaner channel for conveying information. Because most mediated
communication are leaner that the face-to-face variety, they can be harder to

PURPOSIVE COMMUNICATION 7
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

interpret with confidence. Irony and attempts at humor can easily be

misunderstood, so as a receiver, it is important to clarify interpretations before
jumping to conclusions. As a sender, think about how to send unambiguous
messages so you aren’t misunderstood.

 Disinhibition

Sooner or later, most of us speak before we think, blurting out remarks

that embarrass ourselves and offend others. The tendency to transmit
uncensored messages can be especially great in online communication,
where we don’t see, hear, or sometimes even know the target of our remarks.
This disinhibition can take two forms.

Sometimes, online communicators volunteer personal information that

they would prefer to keep confidential from at least some receivers. Consider
the example of social networking sites like Facebook, Twitter, and Instagram.
A quick scan of home pages there shows that many users post text and
images about themselves that could prove embarrassing in some contexts.

This is not the sort of information most people would be eager to show
their prospective employers or certain family members.

A second form of disinhibition is increased expressiveness. A growing

body of research shows that communicators are more direct- often in a critical
way- when using mediated channels than in face-to-face contact. Sometimes,
communicators take disinhibition to the extreme, blasting-off angry-even
vicious- e-mails, text messages, and website postings. The common term for
these outbursts is “flaming”.

 Permanence

Common decency aside, the risk of hostile e-messages- or any

inappropriate mediated messages- is their permanence. It can be bad enough
to blurt out a private thought or lash out in a person, but at least there is no
permanent record of your indiscretion. By contrast, a regrettable text
message, e-mail, or web posting can be archived virtually forever. Even
worse, it can be retrieved and forwarded in ways that can only be imagined in
your worst dreams. The best advice, then, is to take the same approach with
mediated messages that you do in person: Think twice before saying
something you may later regret.

PURPOSIVE COMMUNICATION 8
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

SOCIAL MEDIA ETTIUETTE: WHAT’S SAFE TO SHARE ON SOCIAL

NETWORKS?
By Scott Steinberg
Social networks- self-contained online forums where users can share their
lives and careers and engage in ongoing dialogue with others in the forum of text,
photos, videos, comments, and other forms of high-tech communication- have grown
by leaps and bounds over the past decade. Billions of people worldwide now
regularly turn to social networks to provide friends and strangers alike with snapshots
and updates of their daily life and, in turn, wee what friends, family, and
acquaintances are doing at any given moment. In fact, it’s fair to say that today, we’re
juggling two lives: real and virtual. But what do basic rules of online etiquette look
like, and which information and viewpoints are OK to share on these most public of
forums? As we note in the new book Netiquette Essentials: New Rules for Minding
Your Manners in a Digital World, answers are often hard to come by.

Multimodal Advocacy

PURPOSIVE COMMUNICATION 9
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

The images shown are examples of an advocacy campaign. An advocacy is a

strategic series of actions designed to influence those who hold governmental,
political, economic, or private powers to implement public policies and practices that
benefit those with less political power and fewer economic resources- usually the
affected group.
An advocacy campaign is a long-term set of activities that includes research,
planning, and acting, monitoring, and evaluating advocacy efforts. By practice,
advocacy campaigns are delivered through different platforms of media- television,
print, and radio. However, contemporary technology has enabled advocates to use
digital media such as the internet, mobile devices, and Social Media as tools for
pushing an advocacy as well.

Jumpstarting your Advocacy

 Developing your message

Your advocacy message is what you choose to say about your issue,
its solution and who you are. To develop a message, you will need
information to back up the arguments you see. In order to do this, you should:

a. Know your audience

b. Know your political environment and moments (controversies, issues, fear,
etc.)
c. Keep your message simple and brief
d. Use real-life stories and quotes
e. Use precise, powerful language and active verbs
f. Use clear facts and numbers creatively
g. Adapt the message to medium you are going to use
h. Allow your audience to reach their own conclusions
i. Encourage audience to take action
j. Present a possible solution

PURPOSIVE COMMUNICATION 10
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

 Delivering your message

Message delivery involves careful attention to how the information will

be transmitted and to whom or what the message will convey. Choices about
delivery differ depending on the audiences and the community. In places
where access to electronic or printed information is limited, people trust
information they receive face-to-face from a person they regard as
knowledgeable or an authority in the community. Other information sources
simply do not reach them.

 Choosing the right medium

Your choice of a medium to deliver the message depends on who you

are speaking to, what you want to say, your purpose, and your ability to work
with that medium. Mass media can be both a tool and a target of your
advocacy. On the other hand, because mass media reaches so many people,
it is a powerful tool to inform and build support around your issue. Its
influence over public opinion and values makes it a prime target.

Traditional Mediums for Advocacy

 Press Release
 Radio and Television
 Theater and Songs
 Pamphlets, Comic Books and Photos

PURPOSIVE COMMUNICATION 11
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

References

Agustin, Racquel, [Link]. Communication in Multicultural Contexts: Meanings and

Purposes. Panday-Lahi Publishing, Inc. 2018

Wakat, Geraldine S. [Link]., Purposive Communication. Lorimar Publishing, Inc.,2018

[Link]

[Link]
/english/literacy/multimodal/Pages/[Link]

PURPOSIVE COMMUNICATION 12