Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Office of the Vice President for Branches and Campuses
Santa maria bulacan campus
Santa Maria, Bulacan

Course Title : Purposive Communication

Course Code : GEED 10063
Course Credit : 3 Units

LEARNING MODULE FOR THE

SUBJECT PURPOSIVE COMMUNICATION

Within this Module will be discussed the different varieties of

communication (verbal and non-verbal communication) and how it is
applicable in some aspects and areas of learning in the purpose of executing
the skills learned from the different areas of discussion.

Learning Objectives:

After successful completion of this Module, the student should be able to:
1. Determine the different areas of learning in this subject course;
2. Execute the different communication strategies in his/her specific field;
3. Differentiate the types of communication and how to use them properly.

Learning Output:
The student is expected to be an active participant of interactive communication
in his/her field of concentration. Student can be a competitive and productive in a way
of utilizing the verbal and non-verbal communication. And complete all the
requirements that are essential to develop the confidence of the student in doing a
communicative task, following the processes given to produce an output that will
enable him/her to excel in the academe and to be globally competitive.
The new curriculum aims to achieve a learner-centered type of classroom
environment wherein the student itself will also be the producers of learning, not just a
passive learner but an active learner that will enhance their prior skills and knowledge
by sharing it to the class, to be the channel of learning, innovations, and good
communicators. That is why the Outcome-Based Education will be applied in this
subject course to evaluate and assess the student’s level of understanding for the entire
semester. Academic papers will be given as one of the requirements to finish the subject
course.
 UNIT 2: Evaluating Messages
Communication and Strategies Using Tools of Technology
Obtaining, Providing, and Disseminating Information

Introduction
Communication can only start as soon as the message is
understood. It is then very important for the speaker in the communication
process to send a message using an appropriate mode and for the listener to
evaluate the message as it is being presented.

LESSON I
Evaluating and Analyzing a Message

How to evaluate a Message

When evaluating a message, you should consider the following questions:
1. What is the message?
2. What is the purpose of the message?
3. How is the message conveyed? Are you comfortable with it?
4. Who is the target audience of the message?
5. What other ways of presenting the message are there?

Read the editorial below and dig out its message by using the five guide questions.

Editorial: Giving in to China

THERE IS certainly no doubt now that China’s invasion of the West Philippine Sea is
unstoppable. The defeatist stance of the Duterte administration fuels and further emboldens
China to occupy the atolls and reefs with the installation of military facilities that can only be
dismanted with might which the Philippines does not have.

The conflict in South China Sea, in which the Philippines named West Philippine Sea as within its
Exclusive Economic Zone, involves China, the Philippines, Brunei, Malaysia and Indonesia. The
impasse had become longstanding and, worse, is turning into a powder keg, so to speak. The
controversial waterway’s strategic importance cannot be ignored as an international waterway
where some $5.3 trillion worth of goods move through the sea every year, according to the
United States Department of Defense.

Aside from being a strategic maritime territory, the South China Sea is estimated to hold 10
percent of the total global fisheries, 11 billion barrels of oil reserve, and 190 trillion cubic feet of
natural gas deposits.
With its booming economy and skyrocketing demand for raw materials for its industry, China
cannot give in to other claimants of the South China Sea other than declaring war where the
victor gets the spoils.

Looking forward to its economic expansion, China declared in 1947 the demarcation 9-dash line
territory of the South China Sea which almost claimed for itself the 3.5 million square kilometer
total area.

In 2012, the standoff between China and the Philippines happened in the Searborough Shoal
which displayed China’s might and effectively took away the Philippines’ control over it. With
no other way to contest its claim, the Philippine filed case before the United Nations
Permanent Court of Arbitration. Philippine won the case in 2016 with the ruling that essentially
dismissed as illegal China’s self-imposed 9-dash demarcation line as illegal.

Two years after the Philippine victory over the declared 9-dash line of China and then
presidential candidate Rodrigo Duterte’s theatrics to jet-ski to Scarborough Shoal to plant the
Philippine flag there, China has almost completed the militarization of the area in the West
Philippine Sea with its facilities installed.

To date, China has already occupied the atolls and reefs the Philippines once claimed before the
aggressive invasion of China of the South China Sea using the 9-dash line demarcation.

Presidential Spokesperson Harry Roque tried to put the blame on the previous administration
Benigno Aquino III by saying that “the Aquino administration did nothing” about the creeping
invasion of China in the West Philippine Sea. Roques obviously ignored that the previous
Aquino administration was persistent in pursuing its claims over the West Philippine Sea which
resulted in the Permanent Court of Arbitration’s ruling in our favor.

We cannot go to war with a superpower like China. But being in the international community of
nations, there are other ways to resist invasion and bullying by more powerful nation. But with
the attitude and stance of President Duterte kowtowing to Chinese officials, like they are his
bosses, no diplomatic protest had been lodged against China.

Contrary to Roque’s putting the blame on the previous Aquino administration, the Duterte
administration is the one giving in to China, backtracking the gains achieved by the Philippines’
claim over the West Philippine Sea handed by the Permanent Court of Arbitration in 2016.
What can we see in the way President Duterte handles the issue in the West Philippine Sea is
his allegedly treasonous gesture of surrendering a part of our national patrimony without a
whimper of protest while it is being shamelessly being usurped right before our very eyes.
(adapted from www.philstar.com)
1. What is the message of the editorial?
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2. What is its purpose?
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3. How is the message conveyed? Are you comfortable with it?
______________________________________________________________________________
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4. Who is the target audience of this message?
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5. What other ways of presenting the message are there?
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TRY!
Exercise
Evaluate the messages of the material using the five guide questions:
1. What is the message?
2. What is the purpose of the message?
3. How is the message conveyed? Are you comfortable with it?
4. Who is the target audience of the message?
5. What other ways of presenting the message are there?

Huling El Bimbo
Kamukha mo si Paraluman
Nung tayo ay bata pa
At ang galling galling mong sumayaw
Mapa boogie man o cha cha

Ngunit ang paborito

Ay ang pagsayaw mo ng El Bimbo
Nakakaindak, nakakaaliw
Nakakatindig balahibo
Pagkagaling sa eskwela
 Ay dideretso na sa inyo
At buong maghapon ay tinuturuan mo ako

Magkahawak an gating kamay

At walang kamalay malay
Na tinuruan mo ang puso ko
Na umibig ng tunay

Naninigas ang aking katawan

Kapag umikot na ang plaka
Patay sa kembot ng beywang mo
At pungay ng yong mga mata

Lumiliwanag ang buhay

Habang tayo’y magkaakbay
At dahang dahang dumudulas
Ang kamay ko sa makinis mong braso
Sana noon pa man ay sinsabi na sa iyo
At kahit hindi na uso ay ito lamang ang alam ko

Magkahawak ang ating kamay

At walang kamalay malay
Na tinuruan mo ang puso ko
Na umibig

LESSON II
Communication Aids

Technology had undeniably revolutionized communication. Now, to be an effective

communicator, you must also be a techno-literate. Education is now becoming technology-
based; hence, to become an effective communicator in school and in your other engagements,
you must be aware on how to use technology, as a communication aid in different contexts.

Major Types of Communication Aids

A. Computer-based Media
Since we are now in the digital period, it is then expected that most of our works
are done through the use of the computer. In communication, computer-based media help the
speaker to concretize an abstract idea by creating and presenting a power point presentation to
his audience. Thus, computer-based media is the use of the computer to present text, graphics,
video, animation, and sound in an integrated way.
B. Audio-Visual Media
Audio-visual aids are defined as training or educational materials directed at
both the sense of hearing and the sense of sight. Films, recordings, photographs, slides,
projected opaque materials, media, are some examples of these.
C. Low-Tech Media
These are communication aids that are designed and can be used as simple as
possible. They are readily available and very easy to use. The examples of low-tech media are
chalk or dry-erase board, flipchart, foam board or poster board and handouts.
Functions of Communication Aids
Communication aids facilitate speech delivery and understanding.
Below are the functions of communication aids:
1. To concretize a point;
2. To deepen and facilitate understanding;
3. To make learning more permanent;
4. To keep the audience engaged in the gist of the message;
5. To provide opportunities for effective communication between the speaker and his audience
Preparing Communication Aids
Communication aids need to be planned and prepared carefully and creatively. Below
are the guidelines to make the communication aids effective and interesting.

1. Communication aids must be surely seen and heard by your audience and easily handled
by the speaker.
It is the duty of the speaker to assure that everybody can see and read the communication aids.
The speaker must be also make sure that he/she has the skill in manipulating the
communication aids to avoid delay and confusion during the presentation.

2. They must be done aesthetically.

The communication aid should be prepared aesthetically to attract the attention of his audience
and to make them listen to what he is being conveyed or to delivered. This can be achieved by
giving emphasis on contrasting colors as for the background and for the use of texts. It must be
done also with simplicity as to the graphics and other designs so that the audience will not be
distracted more on the speaker speech.

3. They must be use purposively.

The core purpose of the communication aids is to facilitate the speaker in the delivery his
lecture/speech. Thus, the speaker must select the appropriate communication aid for that to be
attained.
4. They must always be backed up.
In delivering a speech, the speaker must not only stick to a single communication aid. He can
utilize the computer-based media, audio-visual media and/or low tech media. Also, it is
necessary that these files be stored in different saving-devices such as those flash drive,
external drive or a CD.

TRY!
A. Explain briefly the functions of communication aids and provide specific scenario or
situations to justify your explanation.

To concretize a point

To deepen and facilitate understanding

To make learning more permanent

To keep the audience engaged in the gist of the message

To provide opportunities for effective communication between the speaker and his audience
B. Choose a topic from your favorite subject and create your own powerpoint presentation.

LESSON III
Types, Major Parts and Characteristics of Information
In learning, obtaining information is very significant since it is the first stage of
cognitive or learning process. After obtaining information, a learner can continue the cognitive
process to varying levels. For instance, he or she may accomplish basic cognitive processes by
taking in information and simply storing it in the memory for later recall or remembering.
Types and Parts of Information
What do you know about information? What are the types and major parts of
information do you know? What kind of information do you usually receive each day?
Complete the KWL Chart below by writing what you already know and what you want to
know about information. The last column will be accomplished after the discussion.

NAME:__________________
DATE: __________________
TOPIC

WANT TO
KNOW LEARNED
KNOW

K W L
 Definition of Information

Information is the knowledge that you get about someone or something. These
are facts or details about a subject. These are the knowledge and data obtained from
investigation, study or instruction, sharing, listening, watching and reading.

Types of Information
There are many types of information we receive each day, these are spiritual,
educational, printed or published, news, social media posts, experiential and rumor,
information read from these types should

 Educational information- these are knowledge learned from the school through formal
instruction or through formal activities or process of gaining knowledge or skills by
studying, practicing or experiencing something.
 Printed/published information- these are information written in books, encyclopedia, or
other related references that contain information on all branches of knowledge.
 Unpublished information- these are reported or investigated information from a careful
study or research that aimed at the discovery and interpretation of facts, revision of
accepted theories or laws in the light of new facts, or application of such new or revised
theories or laws. Examples are unpublished theses, dissertations, case studies, etc.
 News- these are information reported in a newspaper, magazine, television news
programs,etc.
 Social media posts – these are information, ideas, personal messages, and other content
such as videos posted in websites for social networking and microblogging.
 Spiritual information- these are information usually from a short talk on a religious or
moral topic that are delivered or shared by a priest, a religious practitioner, evangelizer,
etc. (i.e. homily/sermon).
 Experiential information- these are knowledge gained from a long and eventful life that
give insights and lessons
 Rumor- information or story that is passed from person to person but has not proven to
be true.
Parts of Information
Information is important to human being as this plays a vital role in
communication. Without a topic or information, conversation will become flavorless.
Information should have three major parts. They are:
 Context- Big picture
 Content- details
 Meaning – the impact
Information has important parts. One of which is the context. Context is a part of
a written or spoken statement that precede or follow a specific word or passage, usually
 influencing its MEANING or effect. It is the set of circumstances or facts that surround a
particular event, situation, etc. (i.e. You have misinterpreted my remark because you
took it out of CONTEXT).
While, content is the information and experiences that are directed towards an
end-user or audience. Content is “something that is to be expressed through some
speech, writing or any of various arts”. It is the amount of information conveyed by a
particular unit of language in a particular context.
On the other hand, meaning is the message conveyed by words, sentences, and
symbols in a context. It is only through meanings that we make sense of our existence.
In life, we find meaning through a sense of purpose which makes life worthwhile. Frankl
(1978) aptly pointed out, a firm sense of meaning is essential for optimal human
development.
Characteristics of Information
 Relevant information is capable of making a difference in making a decision.
 Valid information is more in-depth information that allows greater insight.
 Reliable information is authentic, consistent, infallible, or information that suggests
consistent dependability of judgment or result.
 Factual information is something documented, established, confirmable, supportable,
sustainable, verifiable, indisputable, irrefutable, undeniable unquestionable and
undoubted.
Aside from these, the five characteristics of high quality information are
accuracy, completeness, consistency, uniqueness, and timeliness. Information needs to
be of high quality to be useful and accurate as well.

TRY!
I. Collaborative discussion: (TPS) Think-pair share
With your partner, write one information/topic that the youngsters are interested to
discuss with, identify the context, content, and meaning of it. Write the context inside
the circle A, content in circle B and the meaning inside circle C.

ITEM B

ITEM A ITEM C

Indicate your reason below why your topic is interesting

______________________________________________________________________________
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II. (Reflective Essay)

In 5-7 sentences, react on the information below. Identify the characteristics of
information evident.

Children today are digital natives in every sense of the word. Born in
the age of touch-screen, tablets have become their pacifiers, interactive apps their rattles.
Though there is still much debate on the effects of second screen exposure on children,
technology is an undeniable part of their development landscape. Digital tools will always be
there but the question is: How are we supposed to use it? As the world reconciles technology
and tradition, educational sector must make the transition. Learning goes beyond books it’s
about acquiring lessons, skills and values not only found in the classroom. But, the Department
of Education and Commission on Higher education have not done much to the growing
significance of digital tools in learning. All schools regardless of the type (private or public) and
location (rural, sub-urban or city) should now using advanced technology for instruction and let
the schooling children use gadgets in class for faster learning.

LESSON IV
Obtaining, Providing and Disseminating of Information
There are various information available around that sometimes people easily believe
and unconsciously shared and disseminated those without further verification of their accuracy
and reliability. Because of this, it resulted to miscommunication, conflicts and dispute.

Obtaining Information
Teachers and students can obtain information in a number of ways. It can be through
interview, observe, test, surf the net, read and watch news or any documentary film etc. there
are also other way to get information such as talking with people, focus groups, personal
interviews and survey.

Interviewing
 One convenient way to obtain information about a topic is to conduct an information
interview. The person’s goal is to discover the appropriate facts from a person who knows
them. To conduct a profitable interview, must follow this process.
 Prepare carefully
 Maintain a professional attitude
 Probe
 Record

Observing and Testing

In both observing and testing, someone is carrying out a questioning strategy.

Observing is watching intentionally in order to discover the elements in a situation.

Someone places herself or himself in the situation to observe and record his or her
observations. When observing in order to collect information, the basic facts should be
considered.

Surveying
A Survey is defined as a research method used for collecting data from a pre-defined
group of respondents to gain information and insights on various topics of interest.
Surveys have a variety of purposes and can be carried out in many ways. This can be
done through telephone surveys, mail surveys, email surveys and internet surveys.

Definition of Information Dissemination

Information Dissemination means spreading of information, knowledge,
opinions widely to a certain person, people or to a bigger group of audience. The
purpose of dissemination is to influence people’s behavior, so that they will adopt or at
least become aware of a new idea, product or service which is being disseminated. The
use of various kinds of methods supporting each other is important when planning
dissemination.
Methods in Disseminating Information
Information should be disseminated properly and accurately. Exact and sufficient
information are only the things to be provided to the proper authority or person. The
following are some methods for disseminating information:
1. News release is a written or recorded communication directed at members of the
news media for the purpose of announcing something ostensibly newsworthy.
2. Blog is a regularly updated website or web page, typically one run by an individual or
small group that is written in an informal or conversational style.
3. Emails are messages distributed by electronic means from one computer user to one
or more recipients via a network
4. Text message is a written message, often containing short forms of words, sent from
one mobile phone to another
5. Social networking websites or social media is an online platform which people use to
build social networks or social relations with other people who share similar personal or
career interests, activities, backgrounds or real-life connections
6. Public service announcements is a message in the public interest disseminated
without charge, with the objective of raising awareness of, and changing public attitudes
and behavior towards, a social issue.
7. Door to door is a canvassing technique that is generally used for sales, marketing,
advertising, or campaigning, in which the person or persons walk from the door of one
house to the door of another, trying to inform, announce, sell or advertise a product or
service to the general public or gather information.
8. Community meetings is a small-group method of collecting information from
community members. It is used to provide a directed but highly interactive discussions.
Similar to but less formal than a focus group, and it usually includes a larger groups.

TRY!
Based on the given statements, use any methods in disseminating information
and create the contents of your announcements/information to be disseminated to the
concerned persons.
1. COVID 19 safety measures
2. Opening of class on August 24, 2020
Reference:

Badua, Frediz Winda Ferrer, et.al., (2019). Purposive Communication in the 21 st Century

Prepared by:

Prof. Angelica E. Justiniano

Faculty