COMM 01:

P UR P OSI V E
COMMUNICATION
C HA P TE R 3
 PURPOSIVE COMMUNICATION

Chapter III: Local and Global Communication in Multicultural Setting

A. LOCAL COMMUNICATION
At home, you might have heard “Open the lights”. In school, you have been asked
the opposite, “Close the lights”. In banks, you are asked to “Fall in line!” These
statements seem familiar, as evidenced by their frequent usage. But when you try
to look them up at English references like the Oxford English Dictionary, they are
nowhere to be found. Such statements are called Filipinisms.
Filipinisms refer to words or phrases which are loosely translated from common
Tagalog expressions. Sometimes, they may cause confusion when applied to
conversations with native English speakers. Below are more examples.

Filipino’s Way (Filipinisms) Native Speaker’s Way

Hey! Time first, I need to drink. Hey! Time out. I need to drink
Next next week The week after next
I slept late I fell asleep late
Take out To go
Hand-carry Carry on luggage
Drink your medicine Take your medicine
Salvaged Assassinated
Take your seat Be seated/Have a seat
Rubber shoes Sneakers
Bottomless Refillable

At present, terminologies and expressions of neighbor countries in Asia add to

the already varied tongues of a typical Filipino. If you are an Ilokano mot likely you
speak your L1 (first language) at home – Iloko, when you are with friends, you
speak you L2 (second language); probably it is Filipino. At school, you speak
English (your L3 maybe) during class hours except for Filipino subject. Then you
shift to your L1, L2 or L3 depending on who you speak to.
These scenarios show how you can be bilingual or multilingual. To be bilingual
means to be able to speak two languages. A multilingual means being able to
speak more than two. This Filipino capability is vital in the ASEAN brotherhood and
in the global village.
*What is Culture?
• It is derived from the Latin word colore, which means to tend to the earth
and grow, or cultivation and nurture.

• Sociologists define culture as a way of life of a group of people. This

includes their customs and traditions, behaviors, beliefs, values, artifacts,
norms of conduct, language, fashion, taboos, music, art, literature and
concepts of roles, time and the universe. These are generally accepted even
without thinking about them, and then are passed on from one generation
to the next through social interactions (e.g., casual conversations), by
imitation (e.g., performing ceremonial rites), or by using symbols (e.g.,
gestures, pictures, utterances, or objects that carry a particular meaning).
The meanings of the interactions, imitations, and symbols are learned and
deliberately perpetuated in a society through its institutions- the family, the
church, the government, the school, the justice system among others.
• It is a learned set of shared interpretations about beliefs, values, norms and
roles which affect the behaviors of a relatively large group of people.
• It is created by humans.

B. INTERCULTURAL COMMUNICATION
- The process of sharing and interpreting meanings with individuals from different
cultures
- Exchange of information between individuals who are unalike culturally
- Examines the influence of culture on who people are, how they act, feel, think and
evidently speak and listen (DODD, 1991).

- The exchange and sensitivity of views across social systems and societies; cultural
groups develop deeper tolerance and appreciation of various languages,
institutions, cultural beliefs and practices. Failure to transmit the correct
translation of important messages may result to confusion and, sometimes,
embarrassment and conflicts.

-
 C. FORMS OF INTERCULTURAL COMMUNICATION

• INTERRACIAL- is a form of intercultural communication that focuses on

the interactions between people representing different historical race.

• INTERETHNIC- is defined as the communication of the representatives of

different ethnic communities in situations of prolonged cohabitation in the
same society and citizens of one state (Suyunova et al., n.d.)

• INTERNATIONAL – is the communication practice that occurs across

international borders (Fortner, 1993)

• INTRACULTURAL – is a form of intercultural communication that focus

on the exchange of meaningful messages between members of the same
cultural group. Culture being the norms, symbols, stories.

Beliefs and Values

- Beliefs are assumptions and convictions that are held to be true, by an individual
or a group
- Values determine what we think is right, good, important and beautiful.

Norms
- Refer to appropriate behaviors and rules that are accepted in society
- These rules pertain actually to culture and how people in a particular place are
expected to behave and react to given circumstances.
Roles
- Are norms that are intended for a specific group and it may vary from culture to
culture.
- Prescribed roles that some individuals in society deviate may cause imprisonment,
death, and great misunderstanding.

Is there a need for me to learn about how to communicate with other

cultures?

1. It reduces the strangeness of strangers

2. Too many of us have adopted an “us versus them” mentality, which prevents us
from effectively meeting the challenges cultural diversity presents.

D. EXPLORING CULTURAL DIALECTS

There are four variables that demonstrate cultures: 1) individualism versus
collectivism; 2) high-context versus low-context communication; 3) high power
 distance versus low power distance; and 4) masculine and feminine culture.
According to Hofstede (2001), these dialectics reveal a culture’s values and help
communicators make comparisons across cultures.
Individualism versus collectivism. The cultural dimension of individualism versus
collectivism reveals how people define themselves in their relationships with others.
Individualistic cultures (Great Britain, the United States, Canada, France and Germany)
stress individual goals while collectivists cultures like (Arab, African, Asian and Latin
American countries) give precedence to group goals.

Individualistic Culture Collectivist Culture

Cultivates individualistic initiative and achievement Nurtures group influences.

“I” perspective may be most important “We” perspective is the dominant force.

Emphasis is placed on the developing a sense of self Members are expected to fit into the group.

High-context versus low-context communication. Edward T. Hall, an American

anthropologist, introduced two context cultures – low and high – that are used to
describe cultural differences between or among societies or groups that are rule-
oriented, individualized, and detail-oriented; the people’s communication style is
informal. Meanwhile, high-context cultures refer to societies or groups where people
are implicit, indirect and group-oriented; they have close connections over a long
period of time. The table below shows the distinction between low-and high context
cultures.

Indicators Low-Context Culture High-Context Culture

Explicit, direct, informal, detail-
1. Style of Communication Implicit, indirect, group-oriented
oriented, linear
High use of non-verbal
communication: voice tone, facial
2. Mode of Communication High use of verbal communication expression, gestures, and eye
movement carry significant parts
of conversation.
Collectivist, long-term
Individualized; interpersonal
relationship; close-knit, stable and
connection is short (it begins and
3. Relationships depends on trust; suspicious of
ends quickly); task is more
newcomers; relationship is more
important than relationship.
important than task.
Space is compartmentalized and
Space is communal; people stand
privately owned; privacy is
4. Space close to each other and share the
important, so people are farther
same space.
apart.
 Time is not really scheduled or
Things are scheduled and done at followed; needs of concerned
particular times; what matters is people often interfere with setting
that activity is done efficiently. a particular time; what matters is
that activity gets done.
5. Time Change is fast One can make
change and see immediate results. Change is slow. Things are rooted
in the past.
Time is a commodity to be spent
or saved. One’s time is one’s own. Time is a process; it belongs to
others and to nature.
Learning occurs by following Learning occurs by first observing
directions and explanations given then follow others who model or
6. Learning by others. demonstrate.
Learning and problem solving are Groups are preferred for learning
individualized. and problem solving.
Multiple sources of information
Thinking is inductive (from
are used. Thinking is deductive
7. Thinking specific to general); focus is on
(from general to specific); focus is
detail.
on group.
Knowledge is codified, public,
Knowledge is situational and
8. Knowledge external, accessible and more
relational.
often transferable.
People respect each other as Basically, people are not equals
equals; power and authority are but distinguished as superiors or
9. Power and Authority
performed based on designation or subordinates; persons with
role. authority are seldom questioned.

Examples USA, Switzerland, Germany.

China, Russia, India
Big establishments like SM
Class officers meeting; family
Megamall, Hilton Hotel, and the
gatherings; dining out with peers;
University of the Philippines
on-campus friendships;
where policies and rules are set;
households prayer group.
the Olympic Games

Low power distance versus high power distance. Power distance measures the
extent to which individuals are willing to accept power differences. Examples of low
power distance cultures are Israel, Sweden and the United States. Meanwhile, Saudi
Arabia, India, and Malaysia have high power distance cultures.

Low Power Distance Culture High Power Distance Culture

Power should be used only when it is legitimate. Power is a fact of life.

They are apt to employ expert or legitimate power. They are apt to stress its coercive or referent nature/
Superiors and subordinates emphasize their Subordinates and superiors are likely to view each
interdependence by displaying a preference of other differently, subordinates are quick to defer to
consultation. superiors.
Masculine/Feminine Culture. Culture differs in their attitude towards gender roles.
Examples of high masculine cultures are Japan, Italy, Mexico and Great Britain.
Meanwhile, Sweden, the Netherlands, Norway, Thailand and China Chile are countries
that exhibit a highly feminine culture.
Highly Masculine Culture Highly Feminine Culture
Members value male aggressiveness, strength and Members value relationships, tenderness in members
material symbols of success. of both sexes, and values high quality of life.

Ethnocentrism
• is the tendency to see your own culture as superior to all others. It is a key
characteristic of failed intercultural communication efforts.
•
Cultural Relativism
• is understanding the behavior of other groups on the basis of the context
in which the behavior occurs rather than from your own frame of reference.
In short, it is the acceptance of other cultural groups as equal in value to
one’s own.

Melting-Pot Philosophy
• is the view that different cultures should be assimilated into the dominant
culture. Cultural differences were submerged and eradicated as quickly as
possible rather than accepted by the parent culture and allowed to thrive.

Cultural Pluralism

advocates respect for uniqueness, tolerance for difference, and adherence to the
principle of cultural relativity. In a multicultural society, every group is believed to do
things differently, and that’s okay.

E. COST OF CULTURAL IGNORANCE

Communicators who fail to realize cultural differences pay a high prize. Cultural
misunderstandings often result to lost chances and increased level of tensions
between and among people and groups. Below are examples of situations where
lack of cultural sensitivity has left a company, individual or product down.
Examples: A television commercial produced by fast food giant McDonald’s spent
a handsome amount to cater to the Chinese target market. The TV ad showed a
Chinese man on his knees begging for a McDonald’s staff to accept his expired
discount coupon. The commercial was pulled because of lack of cultural sensitivity
on McDonald’s part.
 In the beverage category, multinational soda drink Pepsi also pulled a current
online Mountain Dew advertisement as critics said to portray heavy racism. The ad
shows black men and a got in a row as suspects. Pepsi apologized.
When Gerber started selling baby food in Africa, they used the same packaging in
the US (i.e. with a picture of a baby on the label). Sales flopped and they soon
realized that in Africa, companies typically place pictures on contents on labels.
In the Philippines, some advertisements were also banned or pulled out due to
their cultural insensitivity.
Destileria Limtuaco, the maker of Napoleon Quince, ignited a public firestorm in
2004 when it posted billboards of its brandy along with the tagline “Nakatikim ka
na ba ng kinse anyos?” (Have you tasted a 15-year old?). Protesters slammed the
company for the apparent meaning of the tagline.
Your awareness and sensitivity to the diverse culture of the world as well as its
unique languages plus utmost respect to its citizen regardless of the race, color,
gender, religion among others will position you at vantage points and opportunities
in various platforms; the print, broadcast and the hyperspeed and hyperactive
social media.

F. MANAGING CULTURAL DIFFERENCES

Cultural differences are inevitable. Hence, it is important to understand and respect

one another to achieve successful intercultural relations. Respect begets respect.
Further, education provides appropriate avenues for building cultural awareness,
but cautioning opinions that may represent unwarranted stereotypes or
undesirable situations.

To manage intercultural communication properly, here are important strategies to

consider (Gayle, Cotton, 2013).

• Create proactive and not reactive communication

• Manage pre-existing cultural perceptions
• Understand cultural sensitivities; avoid conflict die to differences in beliefs,
values and traditions.
• Build rapport in person, on the phone, and by e-mail. Be friendly, be polit,
and respectful. Establish a close and harmonious relationship with concerned
people of other cultures by understanding their beliefs, values and rules.
• Understand how words, tone and body/language vary with every culture. Be
careful in the choice of words and nonverbal cues so as not to offend persons
with sensitive cultures.
• Increase self-awareness and adapt a style to the type of culture/situation.
Understand the background (education, religion, socio-economic status,
traditions, etc); choose and use appropriate words and gestures that foster
camaraderie, cooperation, and harmony.
Moreover, it is also necessary to use politically correct language and avoid sexist
language in order not to offend others. Politically correct language is a language that
does not unjustly place any group above others or does not discriminate against any
group of people.
Some samples are as follows:

Politically Incorrect Politically Correct

Negro Afroamerican

White Caucasian

Homosexual Gay

Cripple Physically Challenged

Idiot, Crazy, Nutcase, Mad Mentally Disturbed

Blind Visually Challenged

LANGUAGE REGISTER
- Eaton (2018) defined language register as the level of formality with which you
speak. Different situations and people call for different registers.
- A variety of language used in a particular social setting, using certain words or
phrases and contractions that are not normally used in other settings – or if they
did, they may sound strange or out of place
Joos (1961) describes five styles of language register in English as follows: static
(or frozen), formal, consultative, casual or intimate.

1. Frozen or “Static” Register

- At this level, language is literally “frozen” in time and form. It does not
change. This type of language is often learned and repeated by rote. The
variety of language used in this style is fixed; the language rarely or never
changes. When it does change, it is very rare. Examples include biblical
verses, prayers, the Pledge of Allegiance, Legal Jargon, the Philippine
Constitution and School Hymns.

2. Formal Register

- This style if used in official and ceremonial settings, thus the language
being used is standard, impersonal and formal. Also, the language used
in this style is commonly used in official engagements, like council
meeting, board meeting and court proceedings. This style is impersonal
and often allows a perspective format. The speaker uses complete
sentences avoids using slang and may use technical or academic
 vocabulary. It is likely that the speaker will use fewer contractions, but
opt instead for complete words. (Example: “have not” instead of
“haven’t”). This is the register used for most academic and scientific
publishing.

3. Consultative Register
- This style maintains a professional tone, following societal expectations.
This is used in a professional discourse. Examples are communication
between the principal and a regular faculty member, between the doctor
and the patient, between the lawyer and the judge, a senator consulting
the townspeople about the latter’s needs. The language used is more
precise. The speaker is likely to address the expert by title such as
“Doctor”, “Mr.” or “Mrs.”. Some sources say this register is the formal
register used in conversation.

4. Casual Register

- This register is conversational in tone. This type is what you and your
friends use because you share the same interests. It is informal and
relaxed. Sometimes, because of your closeness, slang, vulgarities and
colloquialisms are normal in conversations. Common topics include the
weather, a birthday or wedding celebration, oil price hike, children’s
education, and love affairs. Words are general rather than technical.

5. Intimate Register

- This style is private and interpersonal. You use it with individuals whom
you share a close relationship or bond like that of family members
(siblings, spouses, parent-child) or a few intimate people. For instance,
hugging and comforting her crying daughter, a mother says “Everything
will be fine my dear”. The language used by lovers. This is the most
intimate form of language. It is best avoided in public and professional
situations.

Other experts add other styles: aggressive, passive, assertive, submissive

and styles:
Aggressive Style: This style is shown in a forceful, demanding and
sometimes hostile manner. It usually involves intimidating or bullying
people. It is manifested with unpleasant, frightening facial expression; the
voice tone is threatening, sarcastic, explosive, loud and hostile.
Passive Style: Passive communicators avoid expressing their thoughts
and emotions. They do not speak up even when a situation calls for it.
Neither do they want to draw attention nor ask for what their audience
want or need. They are sensitive and always conscious of how they think
they’re coming across to others. They think that others’ opinions are better
than theirs so they remain quiet.
Submissive Style: This style is used to please others to avoid conflict or
resistance, to obey or do willingly what others want. You are careful not to
utter negative remarks or opinion for fear of upsetting or hurting your
dominant counterparts. You tend to accept whatever decisions made by
your partners.
Assertive Style: This is the healthiest style. This is used by self-assured
persons, who communicate with confidence. If you adopt this style, you
are socially and emotionally expressive, but careful not to hurt other’s
feelings, relax but emphatic. You use appropriate gestures and spatial
position, talk steadily with smooth flow of language and well-calculated
volume, speed and pitch.