Lesson 4

Purposive Communication
Lesson 4
Communication and Globalization
Module 4-Week 4

Hello, my dear students!

As we progress, so as our world. Today, we encounter new things that

may or may not impact our lives, especially in the field of communication.

To know more about the changes brought by globalization in our lives,

sit back, relax, and dive in!

LEARNING OUTCOMES

At the end of this module, you should be able to:

 Explain how cultural and global issues affect globalization;
 Demonstrate an understanding of the impact of globalization on communication; and
 Create a 5-minute TV Broadcasting video about the latest news in our country and in our
world.

In 2-3 sentences, answer the following questions.

1. Explain the relevance of the kind the world we live in today with the picture below.

_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_
Image Source: https://www.photo-elsoar.com/25-uhq-pictures-earth-in-hands.html

2. How easy it is to communicate these days? Why do you think so?

Purposive Communication
Please be guided by the following questions as you navigate the discussion of the first lesson:

1. What is globalization?

2. What are the positive and negative effects of globalization on communication?

3. How globalization have affected communication?

COMMUNICATION AND GLOBALIZATION

Motive Question: The world has shrunk into a global village, but have we become more of
‘neighbors’ or more of strangers to each other?

WHAT IS GLOBALIZATION?

It is a process of interaction and integration among people,

companies, and governments of different nations, a process driven
by international trade and investment and aided by information
technology. This process has effects on the environment, culture,
political systems, economic development and prosperity, and
human physical well-being in societies worldwide.

The notion of the world being a global village has been a hot topic ever since the idea was
brought up, especially in light of the rapid advances in technology and digitization. Globalization has
been regarded as the key to the worldwide integration of humanity, where there is an increased
economic, political, and cultural integration and interdependence of diverse cultures. In Southeast
Asia, for example, the ASEAN Integration has been a buzzword among social communities, opening
a wide array of discussion for future collaborations.

For our part, we Filipinos have increased our awareness and acceptance of the notion that
we belong to a diverse, global community. This is not confined to communication with people from
other countries, but is inclusive of communication within our own societies, even with the minorities
and the indigenous peoples. It is therefore imperative that WE learn to communicate effectively with
people regardless of age, gender, race, ability, religion, sexual orientation, income, marital status, or
ethnicity.

Communication in the modern world must be anchored on the concept of diversity, since
effective communication and the ability to understand cultural differences are skills that have
become requisites not only for a meaningful social life but also for a successful professional career.

Purposive Communication
Even professionals from the countries that are traditionally known for sticking to their native
tongue (e.g. Japan, Korea, Vietnam) have started to learn English, as the internationally-
recognized lingua franca, with the concept that learning English does not make them less Japanese,
Koreans, or Viet’s.

In addition, digital technology has erased territorial boundaries among countries and among
people with varying cultures. The notion of being a ‘stranger’ has been revolutionized as the people
whom we used to treat as strangers are now our co-workers, classmates, or friends – albeit some only
in social media.

Hence, there is a need to develop graduates and professionals who are multiculturalists –
those who are engaged with and respectful of people with different cultures. These are not
necessarily people from other countries all the time, since a country may have varying sub-cultures
among its general society. In the Philippines, for example, there is no argument that people from
Southern Tagalog have a different culture from the Bicolano’s, and those from Zamboanga have
different norms and beliefs from the Ilocanos.

ASSESS YOURSELF!

Are you ready to communicate in a global and multicultural environment Assess your
readiness to communicate effectively with people having different cultures. Simply write True or False
after each statement.

1. I enjoy communicating with persons who are like me in terms of interests and with the
same socio-economic status, as much as I enjoy communicating those who are not
‘like’ me.
2. I am equally sensitive to the concerns of all groups of society, and I genuinely care to
the plight and issues surrounding them.
3. I can tell when persons with different cultures do not understand me or are confused by
my actions.
4. I am not afraid of interacting with members of minority groups nor with members of a
dominant culture.
5. Persons from other cultures who do not actively participate in a conversation, debate,
or any form of discussion act that way probably because of their culture’s rules.
6. Persons from other cultures have the right to be angry at members of my own culture.
7. How I handle conflict or disagreements with persons from other cultures depends on the
situation and on the culture, they are from.
8. My culture is not superior to other cultures.
9. I am knowledgeable of how to behave when communicating or interacting with
people having different cultures.
10. I respect the communication rules of cultures other than my own.

Discuss your answers with your professor or your classmates.

The greater the number of statements that are honestly true to you, the more prepared
you are to welcome the opportunity of communicating and interacting with people from
different cultures. This is a very important aspect in one’s personal life or professional careers,
since avoiding intercultural communication is virtually inevitable in any organization.

This is especially true in business organizations, when products can go global and the
manner by which any product is communicated to the global market can make or break the
brand. Here are a few examples of business miscommunication in a global setting:

Purposive Communication
In the past, Gerber dealt with issues in some cultures where women have low literacy
rates such as Africa and the Middle East. The women in these cultures generally use pictures
to tell them what food they are buying. When Gerber started selling their product in these
countries, the women saw the picture of the baby and believed that there was a baby or part
of one baby in the jar.

Irish Mist is a brown whiskey produced in Dublin, Ireland. In Germany, however, “Mist”
literally translates to “crap”.

Joni (read as “Yoni”) is a brand of skin product. However, Yoni means ‘uterus’ or
‘vagina’ in Sanskrit, and is an Indian representation of female genitalia, especially
pertaining to the Hindu goddess Shakti.

Undoubtedly, globalization has affected the way people and companies communicate with
each other. In some cases, cultural differences have accentuated cultural insensitivity, which is most
felt in the business world. Since everyone is a consumer of particular business products, it is important
to know the issues, etiquette, protocol, communication styles and negotiation approaches of people
from different cultures using the business experience as example. Here are some instances when lack
of cultural or linguistic sensitivity in global communication severely affected companies or products.

a. McDonald’s spent thousands on a new TV ad to target the Chinese consumers. This

featured a Chinese man kneeling before a McDonald’s vendor and begging him to
accept his expired discount coupon. The ad caused uproar over the fact that begging
is considered a shameful act in Chinese culture.
b. Similarly, McDonald’s also unintentionally offended thousands of Muslims when it printed
an excerpt from the Koran on its throwaway (take-out) hamburger bags. Muslims saw
this as sacrilegious.
c. Some staff at the African port of Stevedores saw the supposedly internationally-
recognized symbol for “fragile” (i.e., broken wine glass). Since in their culture, they treat
the pictures printed on packages to be representation of what’s inside, they thought it
was a box of broken glasses and threw all the boxes into the sea.
d. The film “Hollywood Buddha” caused outrage and protest on the streets of Sri Lanka,
Malaysia, and Myanmar (Burma) when the designer of the film’s poster decided to
show the lead actor sitting on the Buddha’s head, which is an act of clear degradation
against something holy.
e. Coors (beer) once had its slogan “Turn it loose.” translated to Spanish, but it became to
mean “Suffer from diarrhea.”

All of these examples are predominantly business-related, where companies failed to regard
cultural differences in packaging and communicating their product to the global market. However,
the cost of cultural insensitivity in global communication can be felt in everyday communication, as
cultural misunderstandings often lead to misinterpretation and unnecessary tension between people.

Here are some examples demonstrating this in a global setting:

a. Showing the sole of a shoe (by crossing one’s legs and pointing one’s shoes to the
speaker, for example) means nothing to observers in most Western and Asian countries.
In Muslim cultures (such as Saudi Arabia), however, the gesture is perceived as insulting.
Similarly, crossing one’s legs while seated is customary for Westerners, but this is a social
faux pas in Korea.
b. Blinking rapidly while another person is talking is normal for most people, especially
during tense situations. For Taiwanese, this is considered impolite.

Purposive Communication
c. The Japanese view the business card as an extension of their body, while Americans
view it simply as a business formality. Hence, when Japanese hand over their business
cards with two hands and with great care, they get insulted when the person receiving
just put it away with haste.

These are just some of the instances when miscommunication and misunderstanding can
happen as a result of cultural ignorance and insensitivity in the global environment.

In order to develop more meaningful relationships and establish productive interaction with
people having different cultures, everyone should recognize and respond to such differences and
nuances. In addition, people have to be mindful that not everyone from the same culture exhibits
the same characteristics and habits in communication, so sensitivity is key to any successful
communicative situation.

In communicating in a highly global environment, the challenge that faces everyone is to

learn to understand, accept, and address cultural – and communication – differences.

IMPACTS OF GLOBALIZATION ON COMMUNICATION SKILLS

DEVELOPMENT
Communication skills development has always been an essential factor in business success.
Still, globalization and cross-cultural interaction in recent decades have impacted the
communication skills needed in dramatic ways. No longer can entrepreneurs afford to
communicate well within their own homogenous cultures.

Today, people need to understand the dynamics of long-distance collaboration, the impact
of culture on manners of speaking and body language, and how to use technology to
communicate with people on the other side of the globe.

Understanding the impact of globalization on each of these factors can help you select the
most useful communication skills development programs for yourself or your employees.

1. VIRTUAL INTERACTIONS

Globalization has introduced virtual

communication and collaboration as a significant part of
workplace dynamics. Modern entrepreneurs need to
understand the strengths and limitations of different
communications media and how to use each medium to
maximum effect.

For example, communicating via e-mail to distant

team members requires a certain etiquette and nuance
not necessarily needed in face-to-face interactions.
Holding virtual meetings requires a similar change in
approach. People who are unaccustomed to
communicating in groups in virtual settings can find
themselves lost, confused, or unable to share their input.
When choosing a communication skills training program, look for courses that address the
challenges of virtual interactions.

Purposive Communication
2. CULTURAL AWARENESS IN SPEECH

Cultural awareness is a significant impact of

globalization on effective communicators'
required skillset, resulting in communication skills
development programs. Modern entrepreneurs
and employees need to catch subtle nuances of
people's manner of speech when communicating
across cultures. Even when two people speak the
same language, cultural differences can affect
vocabulary, colloquial expressions, voice tone,
and taboo topics.

For example, it can be considered rude in

Japanese business culture to ask personal
questions in an initial business meeting. On the
other hand, in the U.S., asking personal questions
and sharing personal information can display
warmth and openness. American and Japanese
business people who understand this about each
other can communicate in ways that resonate more
effectively.

3. CULTURAL AWARENESS IN BODY LANGUAGE

Awareness of cultural differences in body

language can be just as crucial as the nuances of
speech. Modern training programs teach students
to understand acceptable speaking distances,
conflict styles, eye contact, and posture in different
cultures, accepting that their own culture's physical
expressions are not universally accepted. Look for
training programs that address these differences to
prepare you for face-to-face meetings with foreign
suppliers, customers, or team members.

4. TIME DIFFERENCES

The advent of global collaboration

introduces another new dynamic to
communication skills -- the need to communicate
and share information with people across several
time zones. When people collaborate with others
on the other side of the globe, their counterparts
are usually at home asleep while they are at work.

Today's communication skills development

programs should address the nuances of
overcoming this challenge by teaching people to
understand their colleagues' information needs
according to different countries' or cultures'
communication styles. Being able to share data
between shifts effectively can make or break the
productivity of a geographically dispersed team,

Purposive Communication
making this an important issue for many companies

IMPACTS OF GLOBALIZATION ON GLOBAL COMMUNICATION

Connecting with people on the other side of the world is now much more comfortable
than it was a few years ago. Satellites, fiber-optic cables, and the internet make it effortless to
share information with different time zones and locations. Global communication is directly
affected by globalization and helps increase business opportunities, remove cultural barriers,
and develop a global village. Both globalization and international communication have
changed the world's environmental, cultural, political, and economic elements.

1. INCREASED BUSINESS OPPORTUNITIES

Many companies today hire employees

that are located in other countries. Using
communication vehicles such as video
calling makes it simple to converse with
colleagues worldwide, almost making it feel
like they are in the same room. Technology
also makes it easier to connect with suppliers
and customers worldwide and streamline
those relationships through improved
ordering, shipment tracking, etc.

With this kind of communication technology, many businesses can take advantage of
opportunities in different countries or cities, improving the economic outlook on a global
level.

Thanks to global communications, information can be transferred as a valuable business

asset from one country to another. This affects making everyone's operations more modern
and efficient, regardless of where they are located.

2. FEWER CULTURAL BARRIERS

Many people perceive culture

to be the root of communication
challenges. When people from two
different cultures try to exchange
information, the way they speak,
their body language, or their
mannerisms can be interpreted
differently by the other person. The
way people approach problems and
how they participate in communities
is influenced by culture.

Globalization has made it

possible, for example, for someone in
Japan to understand how someone
in the U.S. goes about their day. With
television and movies, cultural barriers are becoming less prevalent.

Communicating effectively and frequently with colleagues or friends across the planet
helps people understand each other's cultures a little better.

Purposive Communication
3. CREATION OF A GLOBAL VILLAGE

You have likely heard of the

phrase "global village," coined by
theorist Marshall McLuhan.

Affected by globalization
and global communication, the
global village is created when
distance and isolation no longer
matter because technology is
connected. Wide-spread
telephone and internet access
have been life-changing for many
people worldwide, especially those
in developing countries. Many are
now enrolling in universities across
the globe without having to leave their desk chair.

Virtual assistant jobs are becoming commonplace. Employees from developing

countries work with companies in North America or Europe, providing administrative support
and other business services that can quickly be conducted over the phone or via the
internet.

Globalization and global communication have made it easier to see people on the
other side of the world as neighbors instead of strangers from a faraway land. There is so
much knowledge about other countries and cultures online that it is no longer a complete
mystery.

Instructions:
In 100 words, continue the following phrase based on what you have learned from this module.

In this lesson Communication and Globalization, I learned to be a global communicator.

PART 1
In 3-5 sentences, answer the following questions. (10 points each)
1. The world has shrunk into a global village, but have we become more of ‘neighbors’ or
more of strangers to each other? Explain your answer.
2. Are the effects of globalization on communication positive or negative? Support your
answer with at least three concrete examples.

PART 2
Form a group with seven (7) members and create a 5-minute TV Broadcasting Video
presentation. Each group must have two (2) anchors, four (4) reporters, and (1) technical
persons. You also need to pass the broadcasting and news transcript.
As for the flow and the content of each element of the broadcast kindly wait for the
update.

Purposive Communication
Rate this module using a scale of 1-10. 1 being the lowest score and 10 being the highest score.

Rating: _____________

Why?

BOOK
1. Madrunion, M., & Martin, I. (2018). Purposive communication using English in multilingual.
Quezon City: C & E Publishing, Inc.
2. Caroy, A., Dela Cruz, A., Dizon, E., Jose, M., & Palangyos, A. et al. (2018). Purposive
communication. Quezon City: Lorimar Publishing, Inc.

INTERNET-BASED

1. Ahmed, A. (2018) The effects of globalization on global communication. Retrieved

October 23, 2020, https://bizfluent.com/info-8232542-effects-globalization-global-
communication.html
2. Ingram, D. (2018) The impact of globalization on Communication Skills Development.
Retrieved October 23, 2020, https://yourbusiness.azcentral.com/impact-globalization-
communication-skills-development-28172.html
3. Sapungan, R., Tejada, M., Valdez, M. (n.d.) Purposive Communication. Retrieved August
8, 2022 from https://pt.scribd.com/document/502049073/GEd-106-Purposive-
Communication

Purposive Communication