Non-Degree Purpose (NDP)

English Literacy

Module Guide

Copyright © 2024
MANAGEMENT COLLEGE OF SOUTHERN AFRICA
All rights reserved; no part of this module guide may be reproduced in any form or by any means, including photocopying
machines, without the written permission of the publisher. Please report all errors and omissions to the following email
address: [email protected]
 English Literacy

Non-Degree Purpose (NDP): English Literacy

Preface ............................................................................................................................................................... 2

Unit 1: Communication Media ........................................................................................................................... 8

Unit 2: Audience .............................................................................................................................................. 35

Unit 3: Grammar, Styles and Basics ................................................................................................................ 50

Unit 4: Verbal Communication ......................................................................................................................... 68

Unit 5: Evaluating Information .......................................................................................................................... 87

Answers to Revision Questions ...................................................................................................................... 109

References ..................................................................................................................................................... 114

Bibliography .................................................................................................................................................... 115

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List of Contents

List of Figures and Illustrations

Figure 1.1 Synthesis Matrix……………………………………………………………………………………………..25

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Preface
A. Welcome
Dear Student
It is a great pleasure to welcome you to NDP: English Literacy (EL5). To make sure that you share our passion
about this area of study, we encourage you to read this overview thoroughly. Refer to it as often as you need to,
since it will certainly make studying this module a lot easier. The intention of this module is to develop both your
confidence and proficiency in this module.

The field of English Literacy is extremely dynamic and challenging. The learning content, activities and self- study
questions contained in this guide will therefore provide you with opportunities to explore the latest developments
in this field and help you to discover the field of English Literacy as it is practiced today.

This is a distance-learning module. Since you do not have a tutor standing next to you while you study, you need
to apply self-discipline. You will have the opportunity to collaborate with each other via social media tools. Your
study skills will include self-direction and responsibility. However, you will gain a lot from the experience! These
study skills will contribute to your life skills, which will help you to succeed in all areas of life.

The module is a 15-credit module at NQF level 5.

We hope you enjoy the module.

MANCOSA does not own or purport to own, unless explicitly stated otherwise, any intellectual property rights in or
to multimedia used or provided in this module guide. Such multimedia is copyrighted by the respective creators
thereto and used by MANCOSA for educational purposes only. Should you wish to use copyrighted material from
this guide for purposes of your own that extend beyond fair dealing/use, you must obtain permission from the
copyright owner.

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B. Module Overview
The purpose of this module is to provide students with the basic verbal and writing skills required in the commerce
sector. Students will learn about speaking and writing for different audiences and purposes, how to identify key
developing language competency, the importance of evaluating information, how to communicate effectively and
clearly, as well as being accurate.

The module is a 15-credit module at NQF level 5

C. Learning Outcomes and Associated Assessment Criteria of the Module

LEARNING OUTCOMES OF THE MODULE ASSOCIATED ASSESSMENT CRITERIA OF THE MODULE

1. Identify main ideas and key concepts 1.1 Different communication media used in business are
from various communication media used explained to understand how to communicate in accordance
in business with the media utilised

1.2 Tools used in communication media are explained to

identify main ideas and key concepts

2. Describe the different types of audiences 2.1 Characteristics of the different audiences are described to
based on their characteristics understand their needs in relation to communication

2.2 Key interest elements are applied within writing to show

how to attract audiences
3. Apply the value of grammar, style and
3.1 Grammar, style and other language basics relating to
other language basics relating to writing
writing are defined to understand their value and application

3.2 Value of grammar, style and other language basics are

stated to understand it’s relation to writing

4. Distinguish between the different types of 4.1 Characteristics of verbal communication are described to
verbal communication differentiate between the variations of verbal communication

4.2 Verbal communication tools are applied to demonstrate

how to effectively communicate

5. Evaluate information from different 5.1 Importance of evaluating information is explained to

communication media using the understand the requirements from different communication
Currency, Relevance, Authority, media
Accuracy and Purpose (CRAAP) method

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5.2 Currency, Relevance, Authority, Accuracy and Purpose

(CRAAP) method is applied in relation to the process of
evaluating information

D. Learning Outcomes and the Associated Assessment Criteria of the Units

You will find the Unit Learning Outcomes and the Associated Assessment Criteria on the introductory pages of
each Unit in the Module Guide. The Unit Learning Outcomes and Associated Assessment Criteria lists an overview
of the areas you must demonstrate knowledge in and the practical skills you must be able to achieve at the end of
each Unit lesson in the Module Guide.

E. How to Use this Module

This Module Guide was compiled to help you work through your units and textbook for this module, by breaking
your studies into manageable parts. The Module Guide gives you extra theory and explanations where necessary,
and so enables you to get the most from your module.

The purpose of the Module Guide is to allow you the opportunity to integrate the theoretical concepts from the
prescribed textbook and recommended readings. We suggest that you briefly skim read through the entire guide
to get an overview of its contents. At the beginning of each Unit, you will find a list of Learning Outcomes and
Associated Assessment Criteria. This outlines the main points that you should understand when you have
completed the Unit/s. Do not attempt to read and study everything at once. Each study session should be 90
minutes without a break

This module should be studied using the prescribed and recommended textbooks/readings and the relevant
sections of this Module Guide. You must read about the topic that you intend to study in the appropriate section
before you start reading the textbook in detail. Ensure that you make your own notes as you work through both the
textbook and this module. In the event that you do not have the prescribed and recommended textbooks/readings,
you must make use of any other source that deals with the sections in this module. If you want to do further reading,
and want to obtain publications that were used as source documents when we wrote this guide, you should look
at the reference list and the bibliography at the end of the Module Guide. In addition, at the end of each Unit there
may be link to the PowerPoint presentation and other useful reading.

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F. Study Material
The study material for this module includes, programme handbook, this Module Guide, a list of prescribed and
recommended textbooks/readings which may be supplemented by additional readings.

G. Prescribed and Recommended Textbook/Readings

There is at least one prescribed and recommended textbooks/readings allocated for the module. The following
should be noted:
• All prescribed and recommended textbooks/readings must be listed using the Harvard Referencing Style.
• Ensure that all are easily available.
• Place copies in the MANCOSA library [journal articles].
• The prescribed and recommended textbooks/readings should not be more than 5 years old.

The prescribed and recommended readings/textbooks presents a tremendous amount of material in a simple,
easy-to-learn format. You should read ahead during your course. Make a point of it to re-read the learning content
in your module textbook. This will increase your retention of important concepts and skills. You may wish to read
more widely than just the Module Guide and the prescribed and recommended textbooks/readings, the
Bibliography and Reference list provides you with additional reading.
The prescribed and recommended textbooks/readings for this module are:
Prescribed Reading/Textbook
• Cleary, S. (2020) Communication – A Hands on Approach (3rd edition). South Afrcia: Juta & Co.

Recommended Readings
• Filak, V. F. (2019) Dynamics of Media Writing: Adapt and Connect. Wisconsin-Oshkosh: Sage
Publications Ltd.
• Filak, V. F. (2019) Exercises in Media Writing. Wisconsin-Oshkosh: Sage Publications Ltd. (Workbook)
• Abrahams, S. (2023) The CRAAP Test: Evaluating Traditional Sources. [online] Available at:
https://open.oregonstate.education/goodargument/chapter/craap-test/
• Landoy, A., Popa, D., Repanovici, A. (2019) Information Evaluation. [online] Available at:
https://link.springer.com/chapter/10.1007/978-3-030-34258-6_7
• Muis, K. R., Dube, A., Denton, C. (2022) Identifying CRAAP on the Internet: A Source Evaluation
Intervention. [online] Available at: https://www.researchgate.net/profile/Adam-
Dube/publication/362327098_Identifying_CRAAP_on_the_Internet_A_Source_Evaluation_Intervention/l
inks/62fea0dfceb9764f7206d5a7/Identifying-CRAAP-on-the-Internet-A-Source-Evaluation-
Intervention.pdf
• Open Library. (2023) Evaluating Sources. [online] Available at:
https://ecampusontario.pressbooks.pub/llsadvcomm/chapter/10-9-evaluating-sources/

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H. Special Features
In the Module Guide, you will find the following icons together with a description. These are designed to help you
study. It is imperative that you work through them as they also provide guidelines for examination purposes.

Special Feature Icon Explanation

The Learning Outcomes indicate aspects of the particular

LEARNING OUTCOMES
Unit you have to master.

The Associated Assessment Criteria is the evaluation of the

ASSOCIATED students’ understanding which are aligned to the outcomes.
ASSESSMENT The Associated Assessment Criteria sets the standard for
CRITERIA the successful demonstration of the understanding of a
concept or skill.

A Think Point asks you to stop and think about an issue.

THINK POINT Sometimes you are asked to apply a concept to your own
experience or to think of an example.

You may come across Activities that ask you to carry out
specific tasks. In most cases, there are no right or wrong
ACTIVITY
answers to these activities. The purpose of the activities is to
give you an opportunity to apply what you have learned.

At this point, you should read the references supplied. If you

are unable to acquire the suggested readings, then you are
READINGS
welcome to consult any current source that deals with the
subject.

PRACTICAL
Practical Application or Examples will be discussed to
APPLICATION OR
enhance understanding of this module.
EXAMPLES

You may come across Knowledge Check Questions at the

KNOWLEDGE CHECK end of each Unit in the form of Knowledge Check Questions
QUESTIONS (KCQ’s) that will test your knowledge. You should refer to the
Module Guide or your textbook(s) for the answers.

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You may come across Revision Questions that test your

understanding of what you have learned so far. These may
REVISION QUESTIONS
be attempted with the aid of your textbooks, journal articles
and Module Guide.

Case Studies are included in different sections in this Module

CASE STUDY Guide. This activity provides students with the opportunity to
apply theory to practice.

You may come across links to Videos Activities as well as

VIDEO ACTIVITY
instructions on activities to attend to after watching the video.

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Unit
1: Communication Media

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Unit Learning Outcomes

CONTENT LIST LEARNING OUTCOMES OF THIS UNIT:

1.1. Introduction • Introduce topic areas for the unit

1.2. Types of Communication Media • Explain the different types of communication media based
on their definitions and characteristics
• Identify the different communication media used in the
business environment to share information

1.3. Information Gathering and Synthesis • Describe the different tools used for gathering information
from different communication media
• Outline the importance of synthesising information

1.4. Summary • Summarise topic areas covered in unit

Prescribed and Recommended Textbooks/Readings

Prescribed Textbook
• Cleary, S. (2020) Communication – A Hands on Approach (3rd
edition). South Africa: Juta & Co.

Recommended Readings
• Abrahams, S. (2023) The CRAAP Test: Evaluating Traditional
Sources. [online] Available at: https://open.oregonstate.edu
cation/goodargument/chapter/craap-test/
• Landoy, A., Popa, D., Repanovici, A. (2019) Information
Evaluation. [online] Available at:
https://link.springer.com/chapter/10.1007/978-3-030-34258-6_7
• Muis, K. R., Dube, A., Denton, C. (2022) Identifying CRAAP on the
Internet: A Source Evaluation Intervention. [online] Available at:
https://www.researchgate.net/profile/AdamDube/publication/362327
098_Identifying_CRAAP_on_the_Internet_A_Source_Evaluation_In
tervention/links/62fea0dfceb9764f7206d5a7/Identifying-CRAAP-on-
theInternet-A-Source-Evaluation-Intervention.pdf
• Open Library. (2023) Evaluating Sources. [online] Available at:
https://ecampusontario.pressbooks.pub/llsadvcomm/chapter/10-9-
evaluatingsources/

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• Simply Psychology. (2023) “How to Synthesize Written Information

from Multiple Sources.” Accessed on June 18 2023
https://www.simplypsychology.org/synthesising.html
• McNeill, J. (2020) Step-by-step synthesis. [Online] available at
https://www.insidehighered.com/blogs/gradhacker/step-step-
synthesis accessed on 18 June 2023
• Study.com. (2021) “Interpersonal communication: examples,
definition and characteristics” [Online] available at:
https://study.com/learn/lesson/interpersonal-communicatio
n.html accessed on 18 June 2023
• Speakerhub. (2022) “Top 10 Characteristics of Effective Public
Speakers” [Online] available at: https://speakerhub.com
/skillcamp
/top-10-characteristics-effective-public-speakers accessed on 18
June 2023
• Getuplearn. (2022). “10 characteristics of mass communication”
[Online] available at:https://getuplearn.com/blog/characteri
stics-of-mass-communication/?expand_article=1 accessed on 18
June 2023

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1.1. Introduction

“Human beings are so accustomed to communicating with the people around them that they tend to take the
process for granted. Yet communication is a complex process and needs to be understood if meaning is to be
successfully shared. Once you have grasped how the process works, you will be able to improve your
communication, and become more effective as a communicator, in both personal and professional situation”
(Cleary, 2021:1).

The aim of this unit is to introduce you to the study of communication media. This will be done by firstly, explaining
the different types of communication media, based on their definitions and characteristics. Secondly, by identifying
the different communication media used in the business environment to share information. This is followed by a
description of the different tools used for gathering information from different communication media. Finally, the
unit also outlines the importance of synthesising information, then end off by summarising the topic area covered
in this unit.

1.2. Types of Communication Media

Communication takes place in a variety of settings, which are a collection of conditions or scenarios.
Communication can take place between co-workers, family members, friends, and even students and their
lecturers. The number of people involved in the communication process can influence the type of communication
that occurs (Cleary, 2020). There are various modes of communication that can be utilised to communicate with
people at various levels. The various types of communication media, their classifications, and characteristics are
discussed here.

Think Point 1.1

In your opinion, why is communication important?

1.2.1. Different Types of Communication

i. Intrapersonal Communication
The term "talking with ourselves" (intrapersonal communication) refers to when a person converses with
themselves (Cleary, 2020). Examples include weighing your options before deciding, assessing another person's
perspective, and organising your weeks’ worth of activities. Each person's development of their own sense of self
depends on interpersonal contact. Positive evaluations, rather than negative ones, boost one's sense of worth and
confidence and improve interpersonal communication. For instance, if you receive praise for your public speaking
skills on a frequent basis, your self-confidence and belief in your speaking abilities will increase, and you will accept

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invitations to speak to groups or audiences or serve as their spokesman. Negative judgements will lead to lower
self-esteem and ineffective interpersonal communication (Cleary, 2020).

Characteristics of Intrapersonal Communication:

• The assessments we make of our own abilities and achievements
• The comparisons we make between ourselves and others, in which we evaluate ourselves in relation to
others
• The feedback we receive from others
ii. Interpersonal Communication
The fundamental unit of communication is interpersonal communication, which takes place between two or more
individuals, through verbal or non-verbal means. Many casual, everyday interactions, such as those in personal
and intimate relationships and many commercial settings, include interpersonal communication. The likelihood of
effective communication is increased since messages are customised for different audiences. New options for
interpersonal connection, whether between individuals, businesses, or businesses and customers, have emerged
with the emergence of social networking media (Cleary, 2020).

Characteristics of Interpersonal Communication:

• Independent individuals are involved. In other words, interpersonal communication is all about the
interaction between people who each have different goals, expectations, and ways of understanding what
is being said
• It entails self-discourse, or disclosing innermost feelings, thoughts, and reflections
• It is logical because it is intended for a wider audience
• Individual decisions must be made. In the end, people decide what to say and how to say it, making
interpersonal communication a talent that can be learned, rather than an inborn ability
• It never ends and cannot be avoided. Interpersonal communication is a constant and unavoidable part of
existence since humans need interactions with other beings to thrive

iii. Small Group Communication

Small-group communication is the exchange of ideas among people who cooperate to achieve a common
objective. Small groups can be official (like a meeting) or informal (like study or tutorial groups) in any organisation.
If a group is to function effectively, all its members must adhere to the same values and norms (unwritten
regulations) that were created inside that group. The difficulty with small-group communication is inspiring
everyone to participate and maintain focus (Cleary, 2020).

Characteristics of Small Group Communication:

• Face-to-face interaction between group members is required

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• There must be enough members for efficient intragroup communication. If there are too many people,
this gets challenging
• The members must have some sort of relationship and mutual knowledge. People waiting at a bus stop
would not be considered a small group because the behaviour of any one member has no bearing on
the other members
• There must be some link through organising norms, such as an understanding that two persons do not
talk at the same time or that one member's views or queries are responded to, rather than being
disregarded by the others

Knowledge Check Questions 1.1

Answer the following questions below:

1. What is intrapersonal communication?

a) Communication between two or more individuals
b) Communication within oneself
c) Communication through written messages
d) Communication using non-verbal cues

2. Which of the following is an example of intrapersonal communication?

a) Talking on the phone with a friend
b) Participating in a team meeting
c) Thinking about your goals and aspirations
d) Sending an email to a colleague

3. Which term best describes the private nature of intrapersonal

communication?
a) One-way communication
b) Self-awareness
c) Feedback loop
d) Interdependence

4. Which characteristic is associated with intrapersonal communication?

a) Multiple participants exchanging information
b) Direct face-to-face interaction
c) Reflection and self-analysis
d) Formal and structured communication

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5. Interpersonal communication primarily involves communication

between:
a) A single individual and a large group
b) Two or more individuals
c) A person and a machine
d) Different departments within an organization

6. Which of the following is an example of interpersonal communication?

a) Writing a research paper
b) Giving a presentation to an audience
c) Having a conversation with a friend
d) Sending a company-wide email announcement

7. Which characteristic is a hallmark of interpersonal communication?

a) One-way flow of information
b) Absence of emotions
c) Mutual exchange of thoughts and feelings
d) Anonymous interactions

8. What does active listening represent in interpersonal communication?

a) Ignoring the speaker's message
b) Engaging in a monologue
c) Attentively focusing on the speaker's words and cues
d) Interrupting the conversation frequently

9. Small group communication typically involves:

a) Communication between two individuals only
b) Communication within a large audience
c) Interaction among a limited number of participants
d) One-way communication from a speaker to listeners

10. Which scenario exemplifies small group communication?

a) A CEO addressing all employees in a company-wide meeting
b) Two friends having a casual conversation
c) A team brainstorming session with five members
d) An instructor delivering a lecture to a class of 50 students

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11. What is a defining feature of small group communication?

a) Formal and structured communication
b) Limited number of participants for effective interaction
c) Exclusively verbal communication
d) Lack of collaboration and shared goals

12. Which term reflects the collaborative aspect of small group

communication?
a) Monologue
b) One-way communication
c) Synergy
d) Impersonal communication

iv. Public Communication

Public speaking is a form of public communication that takes place in public settings as opposed to private ones.
Public communication occurs when the sender and audience are both present, it is primarily one-way and can
either be formal or informal in nature. A formal lecture and a speech delivered during a political rally are two
examples. Making each audience member feel as though you are speaking exclusively to them is difficult when
you are engaging in public communication (Cleary, 2020).

Characteristics of Public Communication:

• The most important quality that makes a presentation successful is confidence
• It is more effective and interesting when a presentation does not feel like a presentation. Learn how
to tell your tale. Provide context for whatever you say to your audience
• Keep your presentation brief and on track even if you are one of the most captivating and engaging
public speakers. The attention span of your audience is limited
• To avoid losing your audience, switch things up frequently by shifting your posture, altering your tone,
changing how you present, interacting with the audience, introducing other speakers, showing a
video, etc.
• Make sure you know who your audience is before you begin your presentation
• Always be authentic. Be honest about your life, including your failings since your audience will be
able to relate to you
• To effectively communicate your ideas during a speech, you must be passionate about the subject
• You need to first understand yourself, your skills, and your flaws to be a great public speaker
• Repeating key elements in your presentation might assist ensure that your audience remembers
them

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• To avoid seeming overly rehearsed voice tone should be natural

Think Point 1.2

In your opinion, why is Mass communication important?

v. Mass Communication

The dissemination of a message to a large audience is referred to as mass communication. Mass

communication, which is effectively a one-way form of communication with few possibilities for criticism,
traditionally diverged greatly from the four categories of communication covered above. There was also no
direct or personal communication between the sender and the recipient until recently. Therefore, before writing
and delivering their messages, senders had to put in a lot of effort to understand the needs of their audience.
This is still true to a large extent. But the emergence of social media platforms like Facebook and Twitter, as
well as the use of SMS (texting) and email, has increased the options for audience comment on mass
messages. Senders of mass communications also have access to a greater variety of channels to encourage
audience interaction and input. Even if this is still mainly the case, organisations no longer have complete
control over mass communication through their advertising and public relations agencies. Anyone may convey
messages to a large audience via social media platforms like Facebook and Twitter. As a result, companies
are unable to control the type and course of the conversations they start on social media platforms, which
presents entirely new difficulties for their mass communication efforts (Cleary, 2020).

Characteristics of Mass communication:

• The number of recipients or audience members in mass communication is comparatively vast and
extremely numerous
• The audience in this form of communication is diverse
• The audience members or receivers of mass communication are strangers to one another
• Feedback is provided in this sort of communication the least frequently—sometimes once a week,
twice a month, or even once a year—and it is also the vaguest
• The audiences are geographically dispersed among many towns, cities, states, and even nations
• A professionally qualified group of staff members gather, choose, assess, present, produce, and
ultimately distribute or transmit the mass media programme
• The processes involved in mass communication are from encoding to finally sending it to the
receivers or audience members

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• This simply implies that greater attention must be done in picking, rejecting, and spiking before
constantly transmitting or disseminating to the general audience because there are so many things
happening around us and so many signals reaching us from all over the world
• Because they are geographically dispersed, categorically random, anonymous, and varied, the
audience members of mass communication are unstructured and unclear defined

vi. Organisational Communication

Fielding defines an organisation as "a structured working environment where work-related activities are performed,
organised, and managed by groups of people in order to achieve certain organisational goals" (2014: 79; Cleary,
2020). If the people want to accomplish common objectives, they must interact with one another and exchange
knowledge. The type of leadership used in the organisation (such as autocratic or democratic) affects the nature
and quality of this communication and information exchange. A channel is the path a message takes as it moves
from the sender to the audience inside an organisation. It's critical to offer possibilities for reciprocal upward
communication when managers interact with employees at lower levels of the business. Employees feel heard and
that their thoughts are respected when this information and opinion exchange occurs (Cleary, 2020).

Four channels of Organisational communication:

• Downwards: communication flows from managers to those who report to them
• Upwards: communication flows from employees to their superiors or management
• Lateral (sideways): the exchange of knowledge between peers
• Informal (the grapevine): the grapevine comes into play when the formal channels fail to give
appropriate information, particularly during periods of change

Practical Application 1.1

Scenario: The CEO wants to announce a major company restructuring plan to

all employees.

Discuss which of the four organisational communication channels (downward,

upward, lateral, informal) would be most effective for this specific situation.

vii. Intercultural Communication

A group's culture is its way of life, which includes its values, beliefs, artefacts, and communication and behaviour
patterns. No one is born with a certain culture; culture is something that is gained or learned. People who identify
as coming from a certain background are nevertheless all unique in the ways that they create and interpret their
own cultural identities. Intercultural communication is the exchange of information between individuals from
different cultural backgrounds, who may have different values, views, behaviours, and communication styles.

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People from various cultures need to find some common ground and develop an open, uplifting, and courteous
attitude towards one another since shared or common meaning is necessary for communication to occur smoothly
(Cleary, 2020).

Characteristics of Intercultural communication:

• Being inspired to interact with those who think differently
• Detecting any essentialist or stereotyped beliefs we may have about other groups, identifying them for
what they are, and actively working to alter them
• Respectfully communicating with and demonstrating positive esteem for each participant in the interaction
• Retaining an open mind regarding the variations that exist among people and anticipating learning
something new from each interaction
• Using our observational skills, and actively listening to others
• Understanding how others feel and interpret a certain situation or incident to listen with empathy
• In a cycle of ongoing knowledge and learning, we reflect on each interaction, analyse it, learn from it, and
then modify the way we interact

Now that we have explored the different types of communication media based on their definitions and
characteristics, it is imperative that we consider the different communication media used in the business
environment to share information

Knowledge Check Questions 1.2

1. What does intercultural communication refer to?

a) Communication between individuals of the same culture
b) Communication between individuals of different cultures
c) Communication within a single cultural group
d) Communication between family members only

2. Why is intercultural communication important in today's globalized

world?
a) It promotes isolation and cultural preservation
b) It encourages misunderstandings and conflicts
c) It enhances cross-cultural understanding and collaboration
d) It reinforces stereotypes and biases

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3. Which characteristic is central to intercultural communication?

a) Shared cultural background
b) Language fluency
c) Diverse cultural perspectives
d) Geographic proximity

4. What is the role of cultural norms in intercultural communication?

a) They make communication easier and more predictable
b) They may lead to misunderstandings due to differing expectations
c) They are irrelevant in intercultural interactions
d) They only matter in formal settings

5. Which of the following is a key aspect of intercultural communication

competence?
a) Ignoring cultural differences to avoid conflicts
b) Adapting one's communication style to suit others
c) Insisting that others conform to one's own cultural norms
d) Avoiding communication with individuals from different cultures

6. What is the significance of non-verbal communication in intercultural

interactions?
a) Non-verbal cues are universal and have the same meaning across cultures
b) Non-verbal cues may vary in meaning across different cultures
c) Non-verbal communication is irrelevant in intercultural contexts
d) Non-verbal cues are only important in formal business interactions

7. Which term describes the ability to empathize with and understand the
feelings and perspectives of individuals from different cultures?
a) Stereotyping
b) Ethnocentrism
c) Cultural relativism
d) Empathy

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Readings

Study.com. (2021) “Interpersonal communication: examples, definition and

characteristics”[Online] available at:
https://study.com/learn/lesson/interpersonal-communication.html accessed on
18 June 2023

Speakerhub. (2022) “Top 10 Characteristics of Effective Public Speakers”

[Online] available at: https://speakerhub.com/skillcamp/top-10-characteristics-
effective-public-speakers accessed on 18 June 2023

Getuplearn. (2022). “10 characteristics of mass communication” [Online]

available at: https://getuplearn.com/blog/characteristics-of-mass-
communication/?expand_article=1 accessed on 18 June 2023

Activity 1.1

Discuss at least two types of communication media that you use every day

1.2.2. Communication Media used in the Business Environment to Share Information

Communication media refer to the means of transmitting information from a sender to a receiver. It can be divided
into two main types: print media and electronic media.

Different types of communication media that are used in the business environment to share information:
• Email: The most popular form of communication for business correspondence today is email. This is
because of its affordability, quickness, and capacity to disseminate information to many offices and
audiences. Diagrams, sketches, pictures, and other types of images can all be provided as attachments
in emails. Depending on the audience, aim, and subject matter, emails may be written in a formal,
consultative, or informal (conversational) language. As a general guideline, write as you speak, not as
you chat, especially in casual emails to close colleagues (Cleary, 2020)
• Letters: One tool a company uses to stay in touch with its clients is the business letter. The message,
the writing style, and the tone of the letter are more crucial in making a good impression than high-quality
paper and a visually appealing letterhead. Letters are increasingly being delivered as email attachments
to ensure timely delivery to their intended recipients. Saving the letter as a PDF file or scanning it before
mailing ensures that the receiver cannot make changes. If a handwritten signature is necessary, the letter

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can be scanned and submitted as an attachment after signing, or an electronic signature can be included
(Cleary, 2020)
• Instant Messaging (IM): IM platforms, like Slack or Microsoft Teams, enable real-time communication
and quick exchange of messages, making them ideal for team collaboration and quick updates
• Phone and Voice Calls: Traditional phone calls, as well as Voice over Internet Protocol (VoIP) services,
are used for real-time voice communication, especially for important discussions or situations that require
immediate attention
• Video Conferencing: Platforms like Zoom, Microsoft Teams, or Google Meet facilitate virtual meetings
and face-to-face communication, enabling remote teams to collaborate effectively
• Intranet: An internal network that provides access to company-specific information, documents, and
resources, allowing employees to share information and collaborate within the organisation
• Memos: Short written messages distributed within a company to communicate important announcements
or updates
• Bulletin Boards: Physical or digital boards used to post announcements, news, and important
information within the workplace
• Social Media: Some businesses use social media platforms like LinkedIn, Twitter, or Facebook to share
information, engage with customers, and build their brand presence
• Newsletters: Regular publications that update employees or customers about company news, events,
and achievements
• Presentations: Used to share information during meetings or conferences, either in-person or virtually.
• File Sharing Platforms: Cloud-based file-sharing services like Google Drive, Dropbox, or OneDrive
enable the sharing and collaboration on documents, spreadsheets, and other files
• In-person Meetings: Face-to-face interactions remain valuable for critical discussions, negotiations, and
relationship building
• Webinars: Online seminars or workshops used to share knowledge, educate customers, or present new
products or services
• SMS/Text Messages: Used for quick and concise communication, particularly for time-sensitive matters
or to reach individuals on the go

Practical Application 1.2

Discuss which form of communication media would you used in the business
environment if you wanted:

1. To resign from the job.

2. To ask you manager for a salary increment.

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3. Inform your colleagues about bereavement of their colleague.

Think Point 1.3

Think of any other communication media used in the business environment to

share information?

1.3. Information Gathering and Synthesis

Searching through many sources for the pertinent information you require is known as information gathering. We
collect information for a variety of reasons and purposes, including academic, professional, and personal growth.
You can use search engines, dictionaries, journals, articles, and physical libraries to obtain information. Contrarily,
information synthesis entails sorting through the information you have gathered for the purposes to determine
which pieces are the most appropriate to use. This can be accomplished by removing outdated information based
on how recent the information you need must be, as well as by removing information that is unrelated to your area
of interest (Landoy, Popa, Repanovici, 2019).

1.3.1. Different Ways of Gathering Information

1. Libraries
A library is a curated collection of various types of resources, such as books, magazines, journals, newspapers,
audiovisual materials, and digital content, organised and made accessible to the public for educational,
informational, and recreational purposes. Libraries play a crucial role in preserving knowledge, facilitating research,
promoting literacy, and supporting lifelong learning.
How a library works:
• Acquisition: Libraries acquire materials through purchases, donations, or subscriptions. Librarians carefully
select resources based on the needs and interests of their users
• Cataloging: Each item in the library is cataloged with detailed information, such as title, author, subject, and
publication date. This allows users to search for and find specific materials efficiently
• Classification: Materials are organized using a classification system, such as the Dewey Decimal
Classification or Library of Congress Classification. This system assigns a unique number to each item based
on its subject matter, ensuring similar items are grouped together
• Circulation: Most libraries allow users to borrow materials for a specified period. Users check out items using
library cards, and the due dates determine when the items need to be returned

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• Reference Services: Librarians help users in finding information, using library resources effectively, and
conducting research. They may provide reference interviews, suggesting relevant materials, and help with
search strategies
• Interlibrary Loan: If a library does not have a specific item, they can request it from another library through
interlibrary loan services, providing users access to a broader range of materials
• Digital Resources: Modern libraries often offer access to digital resources, including e-books, e-journals,
online databases, and multimedia content, expanding the range of information available to users
• Special Collections: Some libraries house special collections, which can include rare books, manuscripts,
historical documents, and unique materials of cultural or historical significance

Types of Information one can Expect to Find in A Library:

1. Books: Libraries have a diverse collection of books covering various genres, subjects, and topics,
including fiction, non-fiction, textbooks, and reference books.
2. Periodicals: Libraries subscribe to magazines, newspapers, academic journals, and other periodicals
that provide up-to-date information on current events, research findings, and specialized topics.
3. Reference Materials: These include dictionaries, encyclopedias, atlases, and almanacs that serve as
quick references for definitions, facts, and geographical information.
4. Audiovisual Materials: Libraries may have CDs, DVDs, audiobooks, and other multimedia resources for
entertainment and educational purposes.
5. Online Databases: Libraries provide access to digital databases covering academic journals, research
papers, historical records, and other specialized content.
6. Children's Materials: Libraries often have a dedicated section for children's books, games, and
educational resources to support early literacy and learning.
7. Digital Media: With the advent of the internet, libraries may offer access to online resources, including e-
books, digital magazines, and educational platforms.

Activity 1.2

List at least five type of information one can expect to find in a library.

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2. Search Information on Internet

Search Engines for Academic Use: With little to no human involvement, search engines are managed by computer
programmes. Compared to directories, search engines examine a greater variety of websites, but there are less
procedures for quality monitoring (Libguides.utoledo.edu, 2019).

Different types of search engines for academic use:

• Google: provides access to Usenet and a directory.
• Google Scholar: focuses on finding academic materials and scholarly writing.
• Lycos: One of the big Web search and content sites on the web.
• YouTube: video searching and sharing
• RefSeek—Academic Search Engine for students and researchers.
• Yahoo! Search engine

Knowledge Check Questions 1.3

1. When searching for information on the internet, what is the purpose of

using search engines?
a) To connect to social media platforms
b) To browse online shopping websites
c) To locate and retrieve relevant information from the vast online content
d) To download software and applications

2. Which of the following is NOT a common type of search engine used

for academic purposes?
a) Google Scholar
b) Bing Images
c) JSTOR
d) Yahoo Finance

2.1.1. The Importance of Synthesising Information

Simply put, synthesising is combining. You combine the thoughts and conclusions of various sources to make a
larger point rather than summarising the key elements of each source individually. The simplest form of this
includes comparing the information from your sources. Your synthesis should demonstrate to the reader where the
sources differ and overlap (McNeill, 2020).
There are many ways to synthesise information, below we will look at some steps you can follow.

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Step by Step to Synthesise:

1. Read your sources several times
First, read each article, chapter, or other material several times, each time with a different goal in mind. On your
initial reading, scan for the main points and begin categorising them in your head. After becoming familiar with the
fundamentals, read carefully while highlighting the key concepts, discoveries, or arguments that are relevant to
your claim. In-depth notetaking will be done after the third read (McNeill, 2020).

2. Take organised notes on every source

On the notes page for the third read, write the author and year at the top for each source. Use a two-column
arrangement for the notes, with the right column including the specifics and the left column comprising a word or
phrase to summarise the primary idea. Avoid categorising your notes according to the steps involved in conducting
the research; doing so will prevent you from later connecting the dots between different pieces of information
(McNeill, 2020).
The synthesis matrix is one of the most used methods to synthesise information:

Synthesis Matrix
When your sources' goals and structures are more diverse, such as when you're working with books and articles
that present a range of viewpoints on a subject, a synthesis matrix might be helpful. In the table, each column has
a single source. Each row is labelled with a particular idea, subject, or theme that appears in all or most of the
sources. Then you sum up the key arguments or points connected to the theme for each source (Simply
Psychology, 2023).

1Figure 1.1 Synthesis Matrix

(Simply Psychology,2023)

3. Identify relevant concepts and supporting sources

When you have a stack of source notes, it is time to look for common themes within them. These ideas may relate
to study findings, definitions of terms, potential ramifications, or other notions based on the aim of your paper.

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Not all sources will cover every topic. Make a comprehensive list of every concept from the left sides of your source
notes first. Then, track out every source that addressed each distinct idea in their article or chapter (McNeill, 2020).

4. Restructure your notes by concept

Each of those ideas is now given a separate two-column notes page. This time, put the authors on the left-hand
column and move the step two concept-specific notes to the right-hand side. Consider doing it like you would if
you were to chop apart your article notes, organise them by concept, and paste them on a new page. It will be
easier for you to build connections when you write if you pay attention to which authors agree and which authors
offer original thoughts in relation to the notion when you transmit these notes. Once this step is finished, these
concept notes rather than the notes from the different sources will serve as your main source of reference in the
spirit of synthesis (McNeill, 2020).

Video Activity 1.1

Watch this video, which will give you more insight into information synthesis.

SUU Library. (2019). Information synthesis and the synthesis Matrix. [Online]
available at https://www.youtube.com/watch?v=XqW6uu6WLYc&t=27s
[accessed on 15 June 2023]

1. Discuss your understanding of information synthesis

Case Study 1.1

Scenario:
You are a team of consultants specializing in organizational communication
and cultural diversity. You have been hired by a multinational company to
improve communication effectiveness within their diverse workforce. The
company has offices in different countries and employs people from various
cultural backgrounds. Your task is to develop a communication strategy
that addresses intercultural communication challenges and promotes
collaboration. To do this follow these key areas and answer based on them:
1. Understanding the situation
2. Identify challenges
3. Communication strategy
4. Training and workshops

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5. Measurement and Evaluation

Video Activity 1.2

Watch this video on YouTube titled “It's Not Manipulation, It's Strategic
Communication” (YouTube, 2020) by clicking on the following link,
https://www.youtube.com/watch?v=QGeHS4jO0X0 and answer the
question:

Explain the main theme of Keisha Brewer's TEDx talk, and what key point
does she emphasize regarding the use of effective communication in
everyday life?

1.4. Summary
As the globe becomes a smaller and more connected, mastering diverse communication tools becomes
increasingly important as they contribute to our daily lives. In this unit we have learnt how communication media
can be used to effectively communicate, not only in the work environment, but also in the social circles. We aimed
to understand the concept communication media by firstly discussing different types of communication media.
Secondly, we discussed the different communication media used in the business environment to share information.
Thirdly, we focused on information gathering and the different tools that can be used to gather information and
lastly the importance of information synthesis.

Revision Questions

Refer to this unit to answer the following questions.

1. List 4 types of communication media.

2. Justify the main reason for using a letter instead of an email.
3. Identify at least 6 types of search engines for academic use and
provide a brief description of each.
4. Outline 4 steps that can be used to synthesise information.

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Answers to Unit Special Features

Think point 1.1

Why is communication important
Possible answer:
Communication is essential for various aspects of human interaction and the functioning of society. In essence,
communication is a fundamental human need that facilitates understanding, connection, and progress in both
personal and professional realms. It empowers individuals to express themselves, engage with others, and
contribute to the betterment of society.

Think point 1.2

Why is Mass communication important?
Possible answer: Mass communication is important for several reasons, as it serves as a critical cornerstone of
modern society and plays a significant role in shaping public opinion, disseminating information, and fostering
connections on a large scale. It facilitates the exchange of information, influences public opinion, promotes cultural
exchange, supports social change, and connects people across the globe. It has a profound impact on how
societies function, how people interact, and how information is shared and consumed.

Think Point 1.3

Think of any other communication media used in the business environment to share information?
1. Intranet: An intranet is a private network used within an organisation to share information, resources, and
collaboration tools among employees. It serves as a central hub for internal communications, including
company announcements, policies, procedures, documents, and project updates. Intranets often have
features such as discussion forums, employee directories, and document management systems.
2. Video conferencing: Video conferencing allows individuals or teams in different locations to have real-
time face-to-face meetings through audio and video connections. It enables remote collaboration, virtual
meetings, and presentations, making it useful for businesses with distributed teams or when in-person
meetings are not possible. Video conferencing platforms like Zoom, Microsoft Teams, and Google Meet
have gained significant popularity in recent years.
3. Collaboration tools: Collaboration tools, such as project management software (e.g., Trello, Asana) and
document sharing platforms (e.g., Google Drive, Dropbox), facilitate team collaboration and information
sharing. These tools provide a centralised space for storing and accessing files, assigning tasks, tracking
progress, and promoting collaboration among team members.
4. In-person meetings and presentations: While traditional face-to-face meetings and presentations may
seem obvious, they remain a crucial communication medium in many business settings. In-person
interactions allow for real-time discussion, immediate feedback, and the ability to read non-verbal cues.

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They are particularly valuable for important decision-making, team brainstorming sessions, client
presentations, and networking events.
5. Company intranet or newsletter: Many businesses maintain a company intranet or distribute a newsletter
to keep employees informed about important updates, announcements, and events. These internal
communication channels help create a sense of unity, keep employees engaged, and provide a platform
for sharing company-wide information.

Knowledge Check Questions 1.1

1. What is intrapersonal communication?
Answer: b) Communication within oneself
2.Which of the following is an example of intrapersonal communication?
Answer: c) Thinking about your goals and aspirations
3. Which term best describes the private nature of intrapersonal communication?
Answer: b) Self-awareness
4.Which characteristic is associated with intrapersonal communication?
Answer: c) Reflection and self-analysis
5. Interpersonal communication primarily involves communication between:
Answer: b) Two or more individuals
6.Which of the following is an example of interpersonal communication?
Answer: c) Having a conversation with a friend
7. Which characteristic is a hallmark of interpersonal communication?
Answer: c) Mutual exchange of thoughts and feelings
8.What does active listening represent in interpersonal communication?
Answer: c) Attentively focusing on the speaker's words and cues
9. Small group communication typically involves:
Answer: c) Interaction among a limited number of participants
10. Which scenario exemplifies small group communication?
Answer: c) A team brainstorming session with five members
11. What is a defining feature of small group communication?
Answer: b) Limited number of participants for effective interaction
12.Which term reflects the collaborative aspect of small group communication?
Answer: c) Synergy

Knowledge Check Question 1.2

1. What does intercultural communication refer to?
Answer: b) Communication between individuals of different cultures
3. Why is intercultural communication important in today's globalized world?

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Answer: c) It enhances cross-cultural understanding and collaboration

3. Which characteristic is central to intercultural communication?
Answer: c) Diverse cultural perspectives
4. What is the role of cultural norms in intercultural communication?
Answer: b) They may lead to misunderstandings due to differing expectations
5. Which of the following is a key aspect of intercultural communication competence?
Answer: b) Adapting one's communication style to suit others
6. What is the significance of non-verbal communication in intercultural interactions?
Answer: b) Non-verbal cues may vary in meaning across different cultures
7. Which term describes the ability to empathize with and understand the feelings and perspectives of
individuals from different cultures?
Answer: d) Empathy

Knowledge Check Questions 1.3

1. When searching for information on the internet, what is the purpose of using search engines?
Answer: c) To locate and retrieve relevant information from the vast online content
2. Which of the following is NOT a common type of search engine used for academic purposes?
Answer: d) Yahoo Finance

Practical Application 1.1

Scenario: The CEO wants to announce a major company restructuring plan to all employees.
Possible answer: In this scenario, the most effective communication channel would be the downward
communication channel.
Rationale:
Nature of the Message: The announcement of a major company restructuring is a formal and important message
that requires clear and precise communication. Downward communication allows the CEO to convey the details
and implications of the restructuring plan accurately.
Intended Audience: All employees need to be informed about the restructuring to understand the changes that
will affect them. Downward communication ensures that the message reaches all levels of the organization.
Urgency: Restructuring news might generate concerns and questions among employees. Downward
communication allows for a controlled and coordinated release of information, minimizing confusion.
Confidentiality: This type of message is likely not confidential and needs to be communicated to a broad audience,
making downward communication suitable.

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Practical Application 1.2

Discuss which form of communication media would you used in the business environment if you wanted:

1. To resign from the job.

2. To ask you manager for a salary increment.
3. Inform your colleagues about bereavement of their colleague

1. To resign from the job: When resigning from a job, it is generally recommended to use a formal
communication method to ensure clarity and professionalism. The preferred communication media
options for this scenario are:
• Written Letter: Compose a formal resignation letter addressed to your immediate supervisor or the
appropriate authority in the company. This letter should clearly state your intention to resign, provide
the effective date of resignation, and express your gratitude for the opportunities and experiences
gained during your employment.
• Email: If a formal letter is not feasible or if it is the accepted norm within the organisation, you can
send a resignation email to your supervisor or the HR department. Ensure that your email is
professional, concise, and includes all the necessary details.
2. To ask your manager for a salary increment: When requesting a salary increment, it is often beneficial to
have a face-to-face conversation or a direct discussion. However, it may be helpful to initiate the
conversation through a written medium. Here are some options:
• Email: Compose a well-crafted email to your manager requesting a meeting to discuss your salary
increment. Briefly outline your achievements, contributions to the company, and any relevant
supporting information that demonstrates your value to the organisation. Request a convenient time
to discuss the matter in person.
• Scheduled Meeting: Once you have received confirmation of the meeting, have a face-to-face or
virtual meeting with your manager to present your case, discuss your accomplishments, and
articulate your reasons for the salary increment. This allows for a more personalised and interactive
discussion.
3. Informing colleagues about the bereavement of their colleague: In situations involving sensitive news like
the bereavement of a colleague, it is important to convey the information with empathy and sensitivity.
The preferred communication media options for this scenario are:
• In-person Meeting: Gather your colleagues and inform them in person during a team meeting or a
designated time when everyone is present. This allows for immediate support and creates an
environment where individuals can express their condolences and share their thoughts.
• Email: If an in-person meeting is not feasible, or if the information needs to be shared promptly,
sending a compassionate and empathetic email to all colleagues can be appropriate. The email

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should convey the news respectfully and provide information on any arrangements or support
available to the team.

Activity 1.1
Discuss at least two types of communication media that you use every day
1. Email: Email is a widely used form of written communication media. It allows individuals to send and
receive messages electronically. Emails can be used for various purposes, such as professional
communication, exchanging documents or files, or personal correspondence. Email offers the advantage
of asynchronous communication, meaning that the sender and receiver do not need to be online at the
same time. It provides a formal and organised way of conveying information, and allows for attachments,
formatting options, and the ability to reach multiple recipients simultaneously. However, email can
sometimes be perceived as less immediate than other forms of communication.
2. Instant messaging applications: Instant messaging applications, such as WhatsApp, Messenger, or Slack,
are popular communication media for real-time text-based conversations. These applications allow
individuals to send and receive messages instantly, engaging in quick and informal conversations. Instant
messaging is often used for both personal and professional communication, offering the advantage of
immediate response and facilitating quick collaboration and decision-making. It also allows for the
exchange of multimedia content like images, videos, and voice messages. However, it is important to
note that the informality and speed of instant messaging can sometimes lead to miscommunication or the
blurring of personal and professional boundaries.
These two-communication media are essential our daily life as they enable us to efficiently communicate
and collaborate with others, whether it's for work-related matters, staying in touch with friends and family,
or sharing information and updates in a convenient manner.

Activity 1.2
List at least five type of information one can expect to find in a library
1. Books: Libraries house a diverse collection of books covering fiction, non-fiction, academic subjects,
reference materials, and more. Books provide in-depth knowledge on various topics and genres.
2. Periodicals: Libraries subscribe to magazines, newspapers, academic journals, and other periodicals.
These publications offer up-to-date information, news, research findings, and analysis on a wide range of
subjects.
3. Reference Materials: Reference sections include dictionaries, encyclopaedias, atlases, almanacs, and
other resources that provide quick access to definitions, facts, geographical information, and summaries
of topics.
4. Audiovisual Materials: Libraries often offer audiovisual resources like DVDs, CDs, audiobooks, and
streaming media. These materials provide both educational and entertainment content.

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5. Digital Resources: Many modern libraries provide access to digital resources such as e-books, e-
journals, online databases, and multimedia content. These digital resources allow patrons to access
information remotely and conveniently.
6. Special Collections: Some libraries have special collections of rare books, manuscripts, historical
documents, and artifacts that offer insights into specific subjects, cultures, or historical periods.
7. Children's Materials: Libraries frequently have a dedicated section for children's books, educational
games, and resources to support early literacy and learning.
8. Local History and Archives: Some libraries contain materials related to the local history, genealogy,
and community heritage, which can include old newspapers, photographs, and documents.
9. Maps and Atlases: Libraries often have maps and atlases that provide geographical information,
historical maps, and visual representations of locations.
10. Theses and Dissertations: Academic libraries may hold theses and dissertations from local universities,
which can be valuable resources for research.

Video Activity 1.1

1. Discuss your understanding of information synthesis?
• Information synthesis is making connection between sources.
• Merging the information, analysing, and combining multiple sources in meaningful ways
• Using your own voice by creating meaning from the information, which it must be supported by evidence.

Video Activity 1.2

1. What is the main theme of Keisha Brewer's TEDx talk, and what key point does she emphasize regarding the
use of effective communication in everyday life?
Possible answer: The main theme of Keisha Brewer's TEDx talk is the utilization of effective communication for
success in everyday life. She emphasizes that both women and men can benefit from mastering the art of effective
communication. The talk highlights how strategic communication skills can play a pivotal role in achieving
excellence in various aspects of life, and the importance of incorporating these skills into personal and professional
interactions.

Case Study 1.1

1. Understanding the Situation: The consultants have reviewed the provided information about
communication, intercultural communication, and organizational communication. They understand the
importance of effective communication, the types of communication media, characteristics of
communication, and the significance of intercultural understanding.
2. Identify Challenges: The consultants identify the following communication challenges in the multicultural
organization: Language Barriers: Employees from different countries may have varying levels of fluency
in the company's primary language. Cultural Differences: Different cultural norms, values, and
communication styles can lead to misunderstandings. Non-Verbal Cues: Non-verbal cues may be

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interpreted differently across cultures, leading to confusion. Time Zones: Global operations mean that
communication needs to consider different time zones. Misinterpretation: Cultural differences can result
in unintended misinterpretation of messages.
3. Communication Strategy: The consultants develop a communication strategy that addresses these
challenges: Multilingual Communication: Provide important communications in multiple languages to
ensure understanding. Cross-Cultural Training: Organize workshops to enhance cultural awareness,
active listening, and effective cross-cultural communication. Clear and Concise Messaging: Ensure that
messages are clear, concise, and avoid jargon or culturally specific references. Use of Visual Aids:
Incorporate visual aids to help convey information and minimize language barriers. Virtual Collaboration
Tools: Implement tools that facilitate virtual collaboration across different time zones.
4. Training and Workshops: The proposed plan for training sessions and workshops includes Cultural
Awareness Workshops: Covering cultural dimensions, stereotypes, and effective communication
approaches. Active Listening Training: Focus on understanding and acknowledging diverse perspectives.
Non-Verbal Communication Workshops: Highlighting the importance of gestures, body language, and
facial expressions.
5. Measurement and Evaluation: Key performance indicators (KPIs) to measure the success of the
communication strategy include Increase in Cross-Cultural Understanding: Measure the improvement in
employees' cultural awareness through pre- and post-training assessments. Reduction in
Miscommunication: Monitor incidents of miscommunication and assess their frequency. Employee
Feedback: Gather feedback through surveys to gauge the effectiveness of workshops and training.

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Unit
2: Audience

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Unit Learning Outcomes

CONTENT LIST LEARNING OUTCOMES OF THIS UNIT:

2.1 Introduction • Introduce topic areas for the unit

2.2 Defining the Audience • Define an audience based on several characteristics

2.3 Key Interest Elements that Attract Most • Discuss the key interest elements that attract most
Readers readers

2.4 Key Needs of an Audience and How to • Identify key needs of audience members

Meet Them • Explain how to meet those needs through your writing

2.5 Summary • Summarise topic areas covered in unit

Prescribed and Recommended Textbooks/Readings

Prescribed Reading/Textbook
• Cleary, S. (2020) Communication – A Hands on Approach (3rd edition).
South Africa: Juta & Co.

Recommended Readings
• Attard, J. (2020). Know Your Audience: How to Identify Your Target
Market. In The Balance Small Business. Retrieved from:
https://www.zenbusiness.com/blog/how-to-identify-your-target-market/
[Accessed on 02July 2023]
• Tracy, B. (2020). 4 Ways You Can Master Persuasion. In Brian Tracy
International. Retrieved
from:https://www.youtube.com/watch?v=FoTzaPef3Yo [Accessed on 2
July2023]
• Sonia Simone (2022). Quit Annoying Your Audience! 3 Simple steps to
write better content. In Copyblogger. Retrieved from:
https://copyblogger.com/write-better-content/ [Accessed on 2July 2023]
• TEDx Talks. (2020). The 3 Magic Ingredients of Amazing Presentations
| Phil WAKNELL | TEDxSaclay [Video]. YouTube. Retrieved from:
https://www.youtube.com/watch?v=yoD8RMq2OkU [Accessed on 2 July
2023]
• Filak, V. F. (2019) Dynamics of Media Writing: Adapt and Connect.
Wisconsin Oshkosh: Sage Publications Ltd.

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• Filak, V. F. (2019) Exercises in Media Writing. Wisconsin-Oshkosh:

Sage Publications Ltd. (Workbook)

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2.1 Introduction

In unit two, we explore the importance of understanding your audience when communicating. Knowing your
audience helps you create effective messages, whether in writing, presentations, or marketing. In the first part, we
define your audience based on their characteristics, such as age, gender, education, and culture. This helps you
tailor your message to their specific needs. Next, we uncover the key elements that attract readers and keep them
engaged. Understanding what interests, them will help you create captivating content. Lastly, we focus on meeting
your audience's needs through your writing. By addressing their specific concerns, you can deliver value and build
a connection. Throughout this unit, we provide practical techniques to help you know your audience better. Let's
dive in and learn how to connect with your audience effectively.

2.2 Defining the Audience Based on Several Characteristics

The phrase audience refers to the person or people who receive a message. To ensure that your message is
received and understood by your intended audience, you must first understand them and their needs and problems.
You can then adapt your message to address their wants and concerns. Consider that your message may have a
secondary audience with different wants or problems than your core target. Start by asking yourself, 'Who is my
target audience?' In other words, what are the audience's relevant characteristics? Consider the following variables
before answering this question. Not all audiences will be affected by all these elements. Use the ones that pertain
to your scenario and audience while describing them to your audience. The list is not all-inclusive, so you might
come up with other considerations that are relevant to your communication situation (Cleary, 2020).

Think Point 2.1

In your opinion, explain the importance of understanding your audience.

• Level of expertise on the subject: Some of your audience may be unfamiliar with your issue, while others
may be specialists. The latter may know more than you do. If your audience is unfamiliar with your subject,
modify your message by clarifying all terminology and providing thorough explanations. It might also be
beneficial to illustrate difficult concepts with examples that your audience knows. However, if your target
audience is knowledgeable, you may skip the explanations because they are already familiar with the terms
and ideas related to the subject (Cleary, 2020)
• Education level: Are the people in your audience graduates, or do they, for instance, have a diploma from
their last academic year? For less educated audiences, use shorter sentences and approachable, concrete
phrases, but be careful not to "talk down" to these groups, who may have a wealth of other, not necessarily
academic information (Cleary, 2020)

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• Status: Your message is influenced by the status of your audience. Think about if your audience can act on
your message. Also consider the social standing of the audience. Asking about the link between the audience
and you are one more technique to consider status. For individuals with whom you have a formal relationship,
use a more formal tone (Cleary, 2020)
• Social variables: Social factors have a significant impact on how you develop and organise your message.
Age, gender, nationality, culture, mother tongue, and social, political, and religious convictions are social
variables to consider. For example, for the technologically competent 18- to 24-year-olds as opposed to the
over 50-year-olds, a message would have to be crafted significantly differently and employ different media
(Cleary, 2020)
• Size: How many individuals will receive your message? Speaking to 200 people as opposed to a small group
of 10 individuals has an impact on how you structure your speech. A speaker must consider how to approach
each of the 200 listeners individually. For a group of ten people, this is easier, but other issues arise, such
how to keep everyone engaged throughout the presentation. The writing style used will differ while writing to
one person versus sending an email to numerous recipients. A message addressed to many recipients, many
of whom the writer does not know, is likely to be formal in tone. The importance of "putting yourself in the
shoes of the audience" and being considerate of how your audience will understand and react to your message
considering their own requirements is demonstrated by thinking about these elements. Consult your
understanding of barriers as well. You can then spot and get rid of any potential communication barriers by
doing this. You'll have a solid notion of your audience's qualities once you've created a profile of it (Cleary,
2020)

Think Point 5.1

Think of another characteristic that you can use to define an audience

Video Activity 2.1

Watch the following video on YouTube titled “The 3 Magic Ingredients of

Amazing Presentations” (YouTube, 2020) by clicking on the following link,

https://www.youtube.com/watch?v=yoD8RMq2OkU and answer the

following questions:

List the three key ingredients of successful presentations that Phil Waknell
highlights in his talk, and explain his suggestion on achieving effective
communication in presentations.

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Knowledge Check Questions 2.1

Answer the following questions below:

1. What is the primary purpose of defining the audience based on

characteristics?
a) To impress the audience with complex language
b) To create confusion among the audience
c) To tailor communication to the audience's preferences and needs
d) To make the communication process longer

2. Which of the following is NOT a characteristic that helps define an

audience?
a) Age
b) Height
c) Education level
d) Geographic location

3. Why is understanding the audience's cultural background important?

a) It's not important in communication
b) To make the communication more complicated
c) To ensure that the message is relevant and culturally sensitive
d) To exclude certain audience groups

4. Which characteristic refers to the values, beliefs, and attitudes held by

a specific audience group?
a) Hair color
b) Demographics
c) Psychographics
d) Shoe size

5. Why is identifying the audience's preferences and interests valuable in

communication?
a) It's not valuable; everyone has the same interests
b) To confuse the audience
c) To bore the audience with irrelevant information

d) To tailor the message to topics that resonate with the audience

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2.3 Key Interest Elements that Attract Most Readers

To attract the interest of readers, it's important to incorporate key elements that captivate their attention and keep
them engaged. While reader preferences can vary, here are some key interest elements that tend to attract most
readers:

• Fame: In certain circumstances, it is not what someone does but who does it that is important. People
are more likely to pay attention to someone who is more important. There are two types of celebrity. The
first is for persons who have been famous for a long time. This can be because to their roles, such as
president or prime minister, or to their importance in popular culture, such as actors, singers, and athletes.
In rare circumstances, the infamous, such as serial killers, can achieve celebrity status. The second type
of fame is based on Andy Warhol's well-known comment that "in the future, everyone will be world-famous
for 15minutes." Ordinary individuals are frequently thrown into the spotlight by circumstance, and they
become the focus of our attention for a little period. When the enthusiasm surrounding them fades down,
these people frequently fade back into anonymity and life goes on (Filak, 2019)
• Oddity: Advertising professionals highlight the features of their product that set it apart from competitors.
These characteristics could include having the lowest pricing in the field or having the highest safety rating
among competitors in the category. Oddity is frequently used in fundraising drives to raise attention to a
cause (Filak, 2019)
• Conflict: Conflict will occur whenever two or more people or groups try to achieve an objective that is
mutually exclusive. The prospect of watching individuals, groups, teams, or entire countries engage in
combat appeals to an almost primitive need and frequently garners a lot of interest. As an illustration,
celebrity feuds and twitter wars are frequent and offer a convenient opportunity to observe interpersonal
conflict (Filak, 2019)
• Immediacy: If you are not first, you're last is a famous statement from the silly comedy 'Talladega Nights:
The Ballad of Ricky Bobby'. People always want to be aware of what is going on around them, and they
want to be the first to know. The demand for surveillance is what drives the digital world, and media
professionals need to know how to satisfy it. As an illustration, Twitter and Facebook are employed to
give people access to information constantly (Filak, 2019)
• Impact: This crucial component assists you in explaining how the information you present will directly
affect the readers. Readers may experience the impact on an individual level in some circumstances,
such as the amount of money a tax hike would cost each person. In some circumstances, the influence
is perceived on a larger scale, such as the beneficial impacts of constructing a theatre on a community or
the bad consequences of global pollution (Filak, 2019)

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Knowledge Check Questions 2.2

Choose the correct answer:

1. The infamous, such as serial killers, cannot achieve celebrity status?

a) True

b) False

2. Social factors such as age, gender, nationality, culture matter when you
define your audience:

a) True

b) False

Activity 2.1

Answer the questions below:

1. Explain how the use of visuals, such as images and infographics,

contributes to the overall appeal of content
2. Discuss how visuals enhance understanding, break up text, and make
information more accessible to readers

2.4 Key Needs of an Audience and How to Meet Them

Understanding the key needs of your audience is essential for effective communication and engagement. By
addressing these needs, you can ensure that your message resonates with your audience and meets their
expectations. Here are some key needs of an audience and strategies to meet them:

• Value: Audiences want to understand important concepts, the more difficult each concept is, the slower you
need to explain it and more detailed you should be in your description. You need to give your audience value,
no matter the media platform that you are using or what it is intended for (Filak, 2019)
• Engagement: Audiences seek engaging and interactive experiences. To meet this need, use storytelling
techniques to captivate their attention. Incorporate multimedia elements such as images, videos, or interactive
components into your presentation or content. Encourage audience participation through questions, polls, or
discussions (Filak, 2019)

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• Action: Audiences often seek actionable information that they can apply in their lives. To meet this need,
provide practical tips, step-by-step instructions, or actionable takeaways. Offer resources, tools, or further
guidance to support their implementation of the information you provide (Filak, 2019)

Activity 2.2

Discuss the three key needs of an audience.

Think Point 2.3

Explain how you would use research to meet the needs of an audience.

Case Study 2.1

Scenario: You are a content creator working for a digital marketing agency.
Your agency has been approached by a client who wants to launch a new line
of eco-friendly household products. The client's target audience is diverse,
including environmentally conscious millennials, busy working parents, and
older adults interested in sustainable living. Your task is to create content that
effectively reaches and engages this diverse audience while addressing their
key needs and interests.

Instructions: Understanding the Audience:

1. Research each segment of the target audience (millennials, working parents,

older adults).

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Practical Application 2.1

Write an article, prepare a presentation, or design a marketing campaign

about sustainable living practices.

• Choose a target audience for your communication. Consider their

demographics (age, gender, location, occupation, etc.) and
psychographics (interests, values, attitudes, etc.)
• For each persona, give them a name and write down their
demographic and psychographic information
• Explore their needs and interests
• Consider the preferred communication channels of each persona

2.5 Summary

In unit 2, we learned the importance of understanding our audience when communicating. We defined our audience
based on their characteristics and tailored our messages to their needs and interests. We discovered what attracts
and engages readers, and how to meet their specific needs through our writing. By applying these strategies, we
can create meaningful connections with our audience and communicate effectively.

Revision Questions

1. Explain the significance of defining the audience in effective

communication
2. Discuss how understanding the demographics of an audience
contributes to tailoring content
3. Identify why is considering the cultural background of an audience
important for communication
4. Provide an example of how knowing the psychographics of an
audience can impact content creation
5. Explain the importance of considering the educational level of an
audience when defining them
6. List three key needs that an audience might have when consuming
content

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7. Explain how providing value in content contribute to meeting the

audience's needs?
8. Discuss why clarity is an important aspect of meeting the audience's
needs?
9. Identify how empathy can be demonstrated in content to address the
audience's emotional needs?
10. Explain the role of credibility in meeting the needs of an audience

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Answers to Unit Special Features

Think point 2.1

Why is it important to understand your audience?
Possible answer: Understanding your audience is crucial for effective communication and successful outcomes
in various contexts, whether it's giving a presentation, writing a report, creating marketing campaigns, or even
engaging in everyday conversations. In essence, understanding your audience is the cornerstone of effective
communication. It ensures that your message reaches its intended recipients with impact, relevance, and
resonance, leading to better outcomes and stronger connections.

Think Point 2.2

Can you think of another characteristic that you can use to define an audience?
Geographic Information: People relate well to events that happen near them and care somewhat less about those
happening far away.
Psychographic Information: This category incorporates topics such as the strength of opinion on certain issues as
well as general likes and dislikes associated with certain topics, activities, and ideologies.

Think point 2.3

How can you use research to meet the needs of an audience?
Possible answer: Using research to meet the needs of an audience involves gathering and incorporating relevant
information to create content that is informative, credible, and tailored to the audience's interests and concerns.
Here's how you can use research effectively:
Understand Audience Demographics: Research the demographics of your target audience, such as age,
gender, location, and background. This information helps you tailor your content to their characteristics and
preferences.
Identify Audience Interests: Conduct surveys, analyse online discussions, and study trends to understand what
topics and subjects your audience is interested in. This ensures your content aligns with their passions.
Gather Data and Statistics: Research provides access to data and statistics that can add depth and credibility to
your content. Incorporate relevant facts and figures to support your points.
Provide In-Depth Analysis: Research allows you to delve deeply into a topic and provide comprehensive insights.
Analyse various sources, perspectives, and expert opinions to present a well-rounded view.
Address Audience Concerns: Research can help you identify common concerns or questions your audience
has. By addressing these concerns, you demonstrate that you understand their needs.

Video Activity 2.1

What are the three key ingredients of successful presentations that Phil Waknell highlights in his talk, and
how does he suggest achieving effective communication in presentations?

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1.Understanding the audience: Phil Waknell emphasizes the importance of clearly understanding the objectives
of your presentation. He suggests that presenters should identify their real goals and what they want to achieve
with their audience. By defining these objectives, presenters can craft their message to align with their desired
outcomes.
2.Crafting Compelling Narratives (The speaker): Waknell underscores the significance of creating a compelling
narrative in presentations. He suggests that presenters should work out what to say to achieve their objectives.
This involves structuring the content in a way that captivates the audience's attention, holds their interest, and
leads them toward the intended message or call to action.
3.Transformation: The third ingredient highlighted by Waknell is formulating ideas effectively. He emphasizes that
presenters should not rely on bullet-point slides or vague statements. Instead, they should translate their ideas into
a clear and engaging narrative that resonates with the audience. This involves transforming complex information
into relatable stories and examples.

Knowledge check question 2.1

1. c) To tailor communication to the audience's preferences and needs
2. b) Height
3. c) To ensure that the message is relevant and culturally sensitive
4. c) Psychographics
5. d) To tailor the message to topics that resonate with the audience

Knowledge Check Question 2.2

1. The infamous, such as serial killers, cannot achieve celebrity?

a) True

b) False

2. Social factors such as age, gender, nationality, culture matter when you define your audience:

a) True
b) False

Activity 2.1
How does the use of visuals, such as images and infographics, contribute to the overall appeal of content?
Discuss how visuals enhance understanding, break up text, and make information more accessible to
readers.
Possible answer: Visuals play a crucial role in attracting readers by making content more visually appealing and
accessible. They break up long blocks of text, provide a quick overview of information, and enhance engagement.

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Infographics, for instance, can condense complex information into easy-to-understand visuals. Images can evoke
emotions and help readers relate to the content. For example, in an article about healthy recipes, including a high-
quality photo of a delicious dish can stimulate readers' appetites and interest. Visuals also aid in understanding
concepts quickly, especially for visual learners.

Activity 2.2
Discuss the three key needs of an audience.
1. Value: Audiences want to understand important concepts, the more difficult each concept is, the slower you
need to explain it and more detailed you should be in your description.
2. Action: Audiences often seek actionable information that they can apply in their lives. To meet this need, provide
practical tips, step-by-step instructions, or actionable takeaways.
3. Engagement: Audiences seek engaging and interactive experiences. To meet this need, use storytelling
techniques to captivate their attention. Incorporate multimedia elements such as images, videos, or interactive
components into your presentation or content.

Case study 2.1

Instructions: Understanding the Audience:
1.Research each segment of the target audience (millennials, working parents, older adults).
This is a creative case study activity that involves participants' personal input and decisions, there are no specific
right or wrong answers. However, I can provide you with sample answers based on the scenario and instructions
provided: Millennials: "Eco-Friendly Innovations for a Sustainable Tomorrow"
Working Parents: "Effortless Sustainability: Time-Saving Eco-Friendly Solutions"
Older Adults: "Embrace Eco-Friendly Living for a Healthier Lifestyle"

Practical Application 2.2

Write an article, prepare a presentation, or design a marketing campaign about sustainable living
practices.

• Choose a target audience for your communication. Consider their demographics (age, gender,
location, occupation, etc.) and psychographics (interests, values, attitudes, etc.)
• For each persona, give them a name and write down their demographic and psychographic
information.
• Explore their needs and interests
• Consider the preferred communication channels of each persona
Communication Goal/Project: Writing an article about sustainable living practices.
1. Target Audience: Young adults (age 25-35), living in urban areas, interested in eco-friendly lifestyles.
2. Audience Persona 1:

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• Name: Emily
• Demographics: 28 years old, urban dweller, working professional
• Psychographics: Passionate about environmental sustainability, health-conscious
3. Needs/Interests: Seeking practical tips for eco-friendly living, interested in sustainable fashion and food
choices

4. Preferred Communication Channels: Online articles, social media platforms

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Unit
3:
Grammar, Styles and Basics

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Unit Learning Outcomes

CONTENT LIST LEARNING OUTCOMES OF THIS UNIT:

3.1 Introduction • Introduce topic areas for the unit

3.2 Why do Grammar and Style Matter? • Identify the value of grammar, style, and other
language basics as they relate to media writing

3.3 Sentence Structure • Assess the structure and value of a sentence by

using a simple sentence diagram

• Write sentences using correct nouns and vigorous

verb

3.4 How to Keep Writing Tight and Right • Analyses work to eliminate unneeded words and
phrases that damage copy and waste space

• Distinguish between cases where grammar rules add

value and where writers should bend the rules

3.5 Summary • Summarise topic areas covered in unit

Prescribed and Recommended Textbooks/Readings

Prescribed Reading/Textbook

• Cleary, S. (2020) Communication – A Hands on Approach (3rd

edition). South Africa: Juta & Co.

Recommended Readings

• Filak, V. F. (2019) Dynamics of Media Writing: Adapt and Connect.

Wisconsin Oshkosh: Sage Publications Ltd.
• Filak, V. F. (2019) Exercises in Media Writing. Wisconsin-Oshkosh:
Sage Publications Ltd. (Workbook)
• Everyday English. (2021) 4 Sentence Structures | Easy Explanation |
Learn with Examples. Online available from:
https://youtu.be/zZslAVsBBGE [accessed on 3July 2023]
• Lucille Schaubroeck. (2020) Writing Concise sentences. Online.
Available from: https://youtu.be/9jraaftQ6I0 [accessed on 3/06/2023]

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• Everyday English. (2021) 4 Sentence types | Easy Explanation

|English grammar. Online available from:
https://youtu.be/sYDtQVGAj4s [accessed on 3July 2023]

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3.1 Introduction

In Unit Three, we focus on the importance of grammar and style in writing. Understanding why grammar and style
matter is crucial for effective communication and conveying your ideas clearly. We explore sentence structure and
how it affects the clarity and flow of your writing. By mastering sentence structure, you can create well-constructed
and cohesive sentences that enhance the clarity and coherence of your work. Additionally, we also discuss
techniques to keep your writing tight and right, ensuring that your content is concise, precise, and impactful. By the
end of this unit, you'll have a better understanding of why grammar and style matter and the skills to create well-
structured and polished written work.

3.2 Why do Grammar and Style Matter?

We realise that language is used differently in different settings and that how we use language might reveal whether
we belong to specific groups that communicate in similar ways. There are numerous valid and essential variants
of English. However, there is a more common version of English used in business contexts. A proficient language
user can switch between settings and change his or her English to be effective in each. These contexts may be
face-to-face, digital, or written, with varying audiences and purposes (Cleary, 2020).

Think Point 3.1

Explain why you think Grammar and style matter.

Activity 3.1

1. Discuss how grammar and style contribute to the clarity and

effectiveness of your writing
2. Explain how consistent grammar and style choices contribute to the
overall professionalism of a written piece.

3.2.1. Reasons why writing the cleanest copy possible should matter to you:
1. Enhanced Trust between Writer and Reader: The media Credibility is a writer's strong suit. It takes a lot of
time for writers to prove to readers that they merit their respect. It becomes more difficult for authors to maintain
that degree of confidence when they make mistakes.

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2. Improved Understanding: Your audience has options for where they acquire their information. Information is
no more the domain of a few publications and a few television stations, but of millions of senders, each having a
message to give. The signals that journalists deliver to the public are part of a massive informational flood that
appears to be unending and indiscriminate. In summary, we live in an age of information overload, and the variety
of options can be overwhelming to readers.

3. Consistency Helps Readers: People are creatures of habit, which means they like consistency. This is how
giant corporations like McDonald's and Starbucks created their empires. This is why restaurants in chains often
have the same menu items, atmosphere, and design. People return because of the constancy of the whole
experience. Readers get the same impression of consistency from grammar and style. Even if individuals cannot
describe why they dislike odd capitalisation, misspelt words, or difficult composition, they are aware that it does. If
your readers are bothered by these issues, they will seek for a writer who fits their demands in terms of consistency.

4. More Tools in the Toolbox: You add another tool to your writing toolkit when you master a grammatical rule or
discover a writing technique. This provides you additional options for resolving writing issues and allows you to
interact with your readers more effectively. These writing guidelines and structural issues may appear complicated,
but they frequently begin with a few simple aspects that you can master through good sentence building.

5. Sentence Structure: If you want to communicate successfully with your readers, you should write clearly and
simply. This starts at the sentence level and works its way up. Each sentence should include a single point that
you believe your readers should understand, and you should write the sentence to emphasise that notion.
Here are some key elements of sentence structure:
1. Subject and Predicate: A sentence typically consists of a subject, which is the noun or pronoun that
performs the action, and a predicate, which includes the verb and provides information about the subject.
For example, in the sentence "John eats an apple," "John" is the subject and "eats an apple" is the
predicate
2. Clauses: Clauses are the building blocks of sentences and can be either independent or dependent. An
independent clause can stand alone as a complete sentence, while a dependent clause relies on the
independent clause for its meaning. Combining independent and dependent clauses can create complex
sentences. For instance, "Although it was raining, I went for a walk" has a dependent clause "Although it
was raining" and an independent clause "I went for a walk."
3. Phrases: Phrases are groups of words that function together within a sentence but do not contain both a
subject and a verb. They can be used to provide additional information or describe different aspects of
the sentence. Examples of phrases include prepositional phrases (e.g., "in the park") or participial phrases
(e.g., "reading a book").

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4. Sentence Types: Sentences can be classified into different types based on their structure. Common
sentence types include declarative (making a statement), interrogative (asking a question), imperative
(giving a command), and exclamatory (expressing strong emotion)
5. Punctuation: Proper punctuation helps indicate the structure and organisation of a sentence. It helps
separate different clauses, phrases, and elements within a sentence. Effective use of punctuation marks
such as commas, periods, question marks, and exclamation points is essential for clarity and coherence.

Knowledge Check Questions 3.1

State Whether the Following Statements Are True or False:

1. Proper grammar and style enhance the clarity and effectiveness of written
communication
2. Using inconsistent grammar and style choices adds a unique and creative
touch to your writing
3. Incorrect grammar and style can negatively impact the credibility of your
writing and undermine the reader's trust
4. Adapting your writing style to different audiences or contexts is
unnecessary and doesn't impact communication
5. Grammar and style are irrelevant in informal writing if the message is
conveyed

Think Point 3.2

In your opinion, how does sentence structure contribute to creating emphasis

and conveying important information?

The Simple Sentence Diagram

Let's use a simple sentence as an example and diagram its structure. Consider the sentence:
The boy kicks the ball.
Noun Verb Direct object
Boy Kicks ball

The noun, or simple subject of the sentence, is held in the first "box" in this case. The second "box" contains the
verb, which gives you a sense of the sentence's action. The third "box" contains the sentence's immediate object
if one exists. After writing a sentence, search for items that fit into these three areas. If you cannot identify the

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words that should go in the first two boxes, you are in big trouble since a sentence cannot be complete without a
noun (implied or present) and a verb.

Another example of a simple sentence diagram:

"The cat is sleeping."
Here's a simple sentence diagram:
The (Article)
|
cat (Subject)
|
is (Linking Verb)
|
sleeping (Predicate Adjective)
In this diagram, the subject "cat" is connected to the linking verb "is," which in turn is connected to the predicate
adjective "sleeping." The article "The" introduces the noun "cat" as a specific entity.
This simple sentence diagram helps visualise the structure of the sentence. It shows how the different components
of the sentence relate to each other and their respective roles. Understanding sentence diagrams can be helpful
for analysing and assessing the grammatical structure of sentences. The value of a well-structured sentence lies
in its clarity and effectiveness in conveying meaning. By understanding the structure of a sentence, you can identify
and correct any errors, enhance readability, and ensure that your message is communicated accurately. Sentence
diagrams can be a useful tool in developing a strong command of grammar and sentence construction.

Practical Application 3.1

Provide a tip for avoiding redundancy and repetition in your writing.

Video Activity 3.1

Watch this video and answer the questions that follow: Everyday English.
(2021) 4 Sentence types | Easy Explanation |English grammar. Online
available from: https://youtu.be/sYDtQVGAj4s [accessed on 3July 2023]

1. Name and explain the four types of sentences.

2. Give examples of each type of sentences.

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Knowledge Check Questions 3.2

State Whether the Following Statements Are True or False:

1. Sentence structure doesn't affect the flow and organization of ideas in writing

2. A compound sentence contains only one independent clause

3. Varying sentence structures can make writing more engaging by adding

rhythm and avoiding monotony

4. Complex sentences consist of multiple independent clauses joined together

5. Sentence structure has no influence on the emphasis placed on specific

words or ideas

6. Pick Concrete Nouns and Vigorous Verbs: You must select the best possible noun and verb for each
phrase. When authors fail to achieve this, they feel the need to put on adjectives and adverbs to cover up
their poor selections, much like a bad cook who puts condiments all over the main meal to disguise its
flaws.

Examples of sentences with Nouns and Vigorous verb:

1. The athletes sprinted effortlessly across the finish line.
Nouns: athletes, finish line
Verb: sprinted
2. The conductor waved his baton passionately, commanding the orchestra's performance.
Nouns: conductor, baton, orchestra's performance
Verb: waved, commanding
3. The waves crashed forcefully against the rocky shore, creating a mesmerising spectacle.
Nouns: waves, shore, spectacle
Verb: crashed, creating
4. The entrepreneur innovated tirelessly, revolutionising the industry with groundbreaking ideas.
Nouns: entrepreneur, industry, ideas
Verb: innovated, revolutionising
5. The teacher captivated her students with engaging stories, igniting their curiosity.
Nouns: teacher, students, stories, curiosity
Verb: captivated, igniting
6. The chef meticulously prepared a delectable feast, tantalising the taste buds of the diners.
Nouns: chef, feast, taste buds, diners

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Verb: prepared, tantalising

7. The protestors chanted fervently, demanding justice for their cause.
Nouns: protestors, justice, cause
Verb: chanted, demanding
8. The author skilfully crafted a suspenseful plot, keeping readers on the edge of their seats.
Nouns: author, plot, readers, edge, seats
Verb: crafted, keeping
9. The surgeon skilfully operated, saving the patient's life with precision and expertise.
Nouns: surgeon, patient's life, precision, expertise
Verb: operated, saving
10. The artist passionately brushed vibrant strokes onto the canvas, creating a masterpiece.
Nouns: artist, strokes, canvas, masterpiece
Verb: brushed, creating

Activity 3.2

1. Write three examples of simple sentences using the sentence structure

diagram
2. List at least three reasons why writing the cleanest copy possible should
matter to you
3. Discuss why it is important to write in active voice

7. Active Voice: Let Your Verb Do the Work: The noun-verb-object strategy is represented by the active-voice
structure. It has the noun doing anything that impacts the sentence's immediate object. These elements are
reversed in passive-voice composition, with the object coming first.

8. Sentence Length: The length of each sentence determines the flow and tempo of your writing. Short
sentences might seem strong, or they can leave your readers feeling like they are caught in highway
congestion. Long sentences may produce movement and flow, or they might give your readers the impression
that they are speaking to a hyperactive 4-year-old who has just gotten off a roller coaster.

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Knowledge Check Questions 3.3

State Whether the Following Statements Are True or False:

1. Conciseness in writing can lead to confusion and lack of clarity
2. Filler words contribute to the effectiveness of writing by providing emphasis
3. Active voice makes writing more direct and engaging by placing the focus
on the subject performing the action
4."Trimming the fat" involves removing unnecessary words and phrases to
improve readability
5. Redundancy and repetition can be eliminated by replacing the same word
with synonyms or pronouns

3.3 How to Keep Writing Tight and Right

To keep your writing tight and right, meaning concise and accurate, here are some tips:
• Kill Clichés: A cliché is a tired expression that has lost its meaning and usefulness. With a description like
that, it's no surprise that you don't want clichés in your copy. Because the number of words you may use is
restricted, every word you use must offer value. Each unnecessary word is another reason for your viewers to
abandon what you've written and go on
• Write Quickly but Edit Slowly: You want to write swiftly so that all you need is poured into that computer file.
Then read through what you wrote once or twice more and tweak your content before letting anyone else view
it. You may check-up terms to verify whether you used them correctly, revise tricky phrases, and reorganise
parts of your paragraphs after it's on the screen. The slow edit will allow you to review what you've done and
decide what to do next
• Remove Redundancies: Redundancies occur when people do not understand how a term works or what it
implies and hence attach modifiers to it incorrectly. When writing, query each modifier to determine if it is
necessary. Then, before proceeding, delete the redundancy
• Possessives Versus Plurals: The apostrophe can be used to add ownership and to form contractions. When
it is misused or misplaced in a phrase, it can also lead to certain problematic word formations. People
frequently make the error "its versus it's" because this example involves the intersection of possessive and
contraction. It's simple to understand how an apostrophe may mislead authors if it's meant to achieve both of
those things
• Examine Antecedents and Pronouns: We already established that each phrase requires a noun and a verb.
When a pronoun replaces a noun, your writing might become hazy or difficult to understand. Before you start
working with pronouns, make sure each phrase contains a specific noun
• Remove Qualifiers That Couch Your Facts: In each example, the writer utilises a qualifier to cloak his facts,
and in each case, it serves no purpose other than to reduce the worth of the writing. Rather than using "one

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of the" to couch "fastest," search up the time and compare it to the other timings. Instead of "in recent memory,"
decide how to assess the entire harm caused by the shooting and then draw a clear comparison. Instead of
using the word "arguably," clarify your opinion explicitly or credit the source
• Return Your Empties: Even empty phrases like "a lot" or "a little" are meaningless to your readers. As you
delete terms that should not be there, try to get more explicit

Think Point 3.3

State a reason why rules are bent in poetry grammar.

Cases Where Grammar Rules Add Value and Where Writers Should Bend the Rules:
• Clarity and Comprehension: Grammar rules are crucial for ensuring clarity and comprehension. They
provide a framework for organising thoughts and conveying meaning effectively. In most cases,
adhering to grammar rules enhances communication and helps readers understand the intended
message. Straying too far from these rules can lead to confusion or misinterpretation
• Formal Writing: In formal or professional writing, strict adherence to grammar rules is generally
expected. It demonstrates a writer's competence, attention to detail, and respect for the conventions of
the language. In such contexts, bending the rules excessively can undermine credibility and
professionalism
• Informal Writing: In informal writing, such as personal emails, social media posts, or creative writing,
writers have more flexibility to bend grammar rules. They can use colloquial language, sentence
fragments, or even intentional grammatical errors for stylistic purposes or to convey a specific tone or
voice. Bending the rules in these cases can add authenticity, reflect the speaker's personality, or create
a desired effect
• Creative Writing and Poetry: Writers often bend grammar rules in creative writing and poetry to
achieve specific artistic or literary effects. They may use unconventional sentence structures, play with
punctuation, or intentionally break grammar rules to create rhythm, evoke emotions, or convey unique
perspectives. In these contexts, bending the rules can be seen as a deliberate choice to enhance the
creative expressio
• Audience and Purpose: Consider the preferences and expectations of your intended audience. If your
audience values formal language and adheres to traditional grammar rules, it may be best to follow
those guidelines. However, if your audience expects a more relaxed or casual style, bending the rules
could align better with their expectations and make your writing more relatable.
• Consistency and Clarity of Intent: When bending grammar rules, it's essential to do so purposefully
and consistently. Inconsistent or haphazard use of unconventional grammar can confuse readers and

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detract from the intended effect. Maintaining clarity of intent and ensuring that the bending of rules
serves a specific purpose is key.

Case Study 3.1

Scenario:

You are a communication consultant working with a global company that is

preparing to launch a new product line. The company's marketing team has
written a press release to announce the launch, but the content lacks clarity
and fails to emphasize the key details. Your task is to review and revise the
press release by applying effective sentence structure techniques to enhance
clarity, emphasis, and impact.

Instructions:

Review the Press Release:

FOR IMMEDIATE RELEASE

New Product Line Launch: Elevate Your Home Entertainment Experience with
TechWave's QuantumVision TV Series. TechWave, a leading innovator in
consumer electronics, is thrilled to announce the launch of its highly anticipated
QuantumVision TV Series. Designed to revolutionize home entertainment, this
new line of smart TVs offers cutting-edge technology and unparalleled visual
experiences.

Featuring 8K resolution and Quantum HDR technology, the QuantumVision TV

Series delivers crystal-clear images with vibrant colours and lifelike details.
With sizes ranging from 55 to 85 inches, these TVs transform any room into a
cinematic paradise.

"Our commitment to pushing the boundaries of visual technology has led us

to create the QuantumVision TV Series," said Sarah Miller, TechWave's Chief
Innovation Officer. "We're excited to offer consumers an immersive viewing
experience that sets new standards in home entertainment."+

Key Features of the QuantumVision TV Series:

- 8K resolution for stunning clarity and detail

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- Quantum HDR technology for lifelike colour accuracy

- Smart functionality with built-in streaming apps and voice control
- Wide range of sizes to suit any space

The official launch of the QuantumVision TV Series is scheduled for [Launch

Date], with availability at leading retailers and online stores. Tech enthusiasts
and entertainment aficionados alike are invited to experience the future of
home entertainment.

For more information, please visit [Website URL] or contact our press
office at [Email Address] for media inquiries.

About TechWave:

TechWave is a global leader in consumer electronics, known for delivering

innovative products that enhance everyday experiences. With a passion for
technology and a commitment to quality, TechWave continues to shape the
future of entertainment and connectivity.

3.5 Summary

Unit 3 focused on the importance of grammar and style in writing. It explored why grammar and style mattered,
delved into sentence structure, and provided guidance on how to keep writing concise and accurate. The unit
emphasised the significance of clear communication through proper grammar usage, highlighted the value of
sentence structure in conveying ideas effectively, and offered techniques to tighten and refine writing. By
understanding and applying these principles, writers were able to enhance the clarity and impact of their work.

Revision Questions

1. Explain why using proper grammar and style is important in written

communication

2. State how incorrect grammar and style negatively impacts the credibility of
your writing

3. Discuss the role of sentence structure in conveying clear and organised

ideas

4. Describe the difference between a simple sentence and a compound

sentence.

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5. Illustrate how varying sentence structures improve the flow and rhythm of
your writing

6. Explain why conciseness is important in writing. How does it benefit the

reader?

7. Define filler words, and why they should be minimized in your writing.

8. State how active voice can enhance the clarity and impact of your writing

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Answers to Unit Special Features

Think Point 3.1

Why you think Grammar and style matter?
Note this is a reflection question your answer is about your opinion.
Proper grammar ensures that your writing is grammatically correct, making it easier for readers to comprehend
your message. It helps avoid confusion, ambiguity, and misinterpretation of your ideas. Similarly, a consistent and
appropriate writing style adds coherence and coherence, ensuring that your writing flows smoothly and logically.
Grammar and style contribute to effective communication. When your writing follows grammatical rules and
adheres to a specific style, it conveys professionalism and credibility. It demonstrates your attention to detail and
your commitment to producing high-quality work. Proper grammar and style also help you establish a connection
with your readers, as they can trust and rely on your writing. Moreover, grammar and style impact the overall
impression of your writing. Well-written content with correct grammar and an appropriate style is more engaging
and enjoyable to read. It reflects positively on your competence as a writer and enhances your reputation.

Activity 3.1
1. Grammar and style contribute to clarity by structuring sentences correctly and conveying meaning
accurately. They also help maintain a consistent tone and voice throughout the writing.
2. Consistent grammar and style choices create a polished and coherent presentation, showcasing your
attention to detail and commitment to quality.

Knowledge check questions 3.1

State whether the following statements are true or false:
1.True
2.False
3.True
4.False
5.False

Think Point 3.2

How does sentence structure contribute to creating emphasis and conveying important information?
Possible answer: Sentence structure plays a significant role in creating emphasis and conveying important
information in writing. The way a sentence is structured can influence how readers perceive and prioritize the
elements within the sentence. By manipulating sentence structure, writers can guide readers' focus, emphasize
specific details, and convey the hierarchy of information. Careful consideration of sentence structure enhances the
writer's ability to emphasize key points and effectively convey important information to the reader.

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Practical application 3.1

Provide a tip for avoiding redundancy and repetition in your writing
Possible answer: Use Synonyms and Pronouns - When you find yourself using the same word or phrase multiple
times in proximity, consider using synonyms or pronouns to add variety and clarity to your writing. This not only
prevents redundancy but also makes your writing more engaging. For example, instead of repeatedly using
"technology," you could switch to "innovations" or "digital advancements." Similarly, you can replace a noun with
a pronoun (e.g., "the company" to "it") after its initial mention. Just ensure that the pronoun's reference is clear to
avoid confusion.

Video Activity 3.1

1. Name and explain the four types of sentences
2. Give examples of each type of sentences.

1.Answer:
1.1 Declarative sentence is a statement, it tells you something.
1.2 Interrogative sentence is a question which asks you something.
1.3. Imperative sentence is a command, which it tells you to do something.
1.4 Exclamative sentence is an exclamation which expresses emotions.

2. Possible examples:
2.1 Declarative- Palesa likes Thabo
2.2 Interrogative- Does Thabo like Palesa?
2.3 Imperative- Close the door.
2.4 Exclamative – What a funny story James told me!

Knowledge Check Questions 3.2

State whether the following statements are true or false:
1.False
2.False
3.True
4.False
5.False

Activity 3.2

1. Write three examples of simple sentences using the sentence structure diagram.
2. List at least three reasons why writing the cleanest copy possible should matter to you.
3. Why is it important to write in active voice?

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For no.1 below is a guide to slow how your answer should look like:
1. The boy kicks the ball.
Noun Verb Direct object
Boy Kicks ball

2.
2.1. Enhanced Trust Between Writer and Reader:
2.2. Improved Understanding:
2.3. Consistency Helps Readers
2.4. More Tools in the Toolbox:
2.5. Sentence Structure:
2.6. Pick Concrete Nouns and Vigorous Verbs:
2.7. Active Voice: Let Your Verb Do the Work
2.8. Sentence Length

3. Readers can understand active voice more quickly and precisely. When people converse to one another in
everyday life, they naturally use active voice. As a result, readers understand things written in active voice better
than those written in passive voice. The noun-verb-object strategy is represented by the active-voice structure. It
has the noun doing anything that impacts the sentence's immediate object. These elements are reversed in
passive-voice composition, with the object coming first.

Knowledge Check Questions 3.3

State whether the following statements are true or false:
1.False
2.False
3.True
4.True
5.True

Think Point 3.3

Can you think of a reason why in poetry grammar rules are bend?
Poetry: Writers often bend grammar rules in creative writing and poetry to achieve specific artistic or literary effects.
They may use unconventional sentence structures, play with punctuation, or intentionally break grammar rules to
create rhythm, evoke emotions, or convey unique perspectives. In these contexts, bending the rules can be seen
as a deliberate choice to enhance the creative expression.

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Case Study 3.1

Instructions: Review the Press Release:
Please note that these revisions aim to improve clarity, create emphasis, and maintain the essential information of
the original press release.
Possible answer:
FOR IMMEDIATE RELEASE

Elevate Your Home Entertainment Experience with TechWave's QuantumVision TV Series. TechWave, a global
pioneer in consumer electronics, is excited to announce the launch of its highly anticipated QuantumVision TV
Series. This revolutionary line of smart TVs is designed to transform home entertainment with state-of-the-art
technology and unmatched visual experiences.
The QuantumVision TV Series redefines clarity and immersion, boasting 8K resolution and Quantum HDR
technology. These advancements deliver breathtaking images characterized by vibrant colours and lifelike
intricacies. With screen sizes ranging from 55 to 85 inches, these TVs seamlessly transform any living space into
a cinematic haven.
"Our unwavering commitment to pushing visual technology's boundaries has culminated in the QuantumVision TV
Series," revealed Sarah Miller, TechWave's Chief Innovation Officer. "We eagerly provide consumers with an
unparalleled viewing experience, raising the bar for home entertainment."

Key Features of the QuantumVision TV Series:

- Immerse in 8K resolution for unparalleled clarity.
- Revel in Quantum HDR technology's vivid colour precision.
- Seamlessly navigate with smart functionality, complete with built-in streaming apps and intuitive voice control.
- opt for the perfect fit with a variety of sizes to accommodate every living space.

The QuantumVision TV Series is set to debut on [Launch Date], with availability across prominent retail locations
and online platforms. Enthusiasts of cutting-edge technology and avid entertainment enthusiasts are invited to
experience the future of home entertainment firsthand.
For additional information, please visit [Website URL] or reach out to our press office at [Email Address] for media
inquiries.
About TechWave:
TechWave stands as a global frontrunner in consumer electronics, renowned for delivering innovative products
that elevate everyday experiences. United by a passion for technology and a dedication to quality, TechWave
continues to shape the realm of entertainment and connectivity.

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Unit
4:
Verbal Communication

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Unit Learning Outcomes

CONTENT LIST LEARNING OUTCOMES OF THIS UNIT:

4.1 Introduction • Introduce topic areas for the unit

4.2 Types of Verbal Communication • Distinguish the different types of communication

4.3 Importance of Verbal Communication in • Explain the importance of verbal communication in

Business business

4.4 Effective Verbal Communication • Identify the characteristics of an effective

communicator

4.5 Summary • Summarise topic areas covered in unit

Prescribed and Recommended Textbooks/Readings

Prescribed Reading/Textbook

• Cleary, S. (2020) Communication – A Hands on Approach (3rd

edition). South Africa: Juta & Co.

Recommended Readings

• Wood, J. T. (2020). Interpersonal Communication: Everyday

Encounters. United States: Cengage Learning.

• DrRogerHall. (2022) Verbal communication. Online. Available

from: https://youtu.be/rmPVmqoxFaM [accessed on 3July2023]

• Mehar Sindhu Batra (2020). Improve your verbal communication

skills| Tips +Worksheet. Online. Available from:
https://youtu.be/czzTuE5cxnc [ accessed on 3July2023]

• TEDx Talks (2020) The Art of Effective Communication | Marcus

Alexander Velazquez |TEDxWolcottSchool online. Available from:
https://youtu.be/2Yw6dFQBklA [accessed on 3July2023]

• Deep motivation (2023) How To Master The Art of Effective

Communication | Brian Tracy. Online. Available from:
https://youtu.be/lkOp4OGLWow [accessed on 3 July 2023]

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4.1 Introduction

Unit 4 introduces the various types of verbal communication and explores their importance in the context of
business. The unit highlights the significance of effective verbal communication skills and provides insights into
how to improve them. Understanding the different forms of verbal communication and their applications in business
settings is essential for building successful relationships, conveying ideas, and achieving desired outcomes. By
mastering effective verbal communication techniques, individuals can enhance their professional interactions and
contribute to the overall success of their business endeavours.

4.2 Types of Verbal Communication

Meanings can be expressed using two different forms of communication - verbal and non-verbal. Although these
forms are often discussed separately, it's important to remember that they typically occur together. When receiving
a message, the audience considers both the verbal and non-verbal elements in the decoding process. These two
forms of communication should complement each other.

If a sender conveys one meaning verbally but another meaning non-verbally, it is known as a mixed message. This
can lead to confusion among the audience, as they are unsure which message was intended, potentially resulting
in misunderstandings. Verbal communication encompasses any form of communication that involves words,
including spoken words (such as interviews, radio broadcasts, and conversations) and written words (such as
letters, books, posters, and class notes). Language serves as the code used in verbal communication (Cleary,
2020).

Think Point 4.1

Define verbal communication

Two Types of Verbal Communication:

4.2.1 Oral Communication
Spoken Verbal Communication: This type of verbal communication involves the direct exchange of
information, ideas, and thoughts through spoken words. It encompasses face-to-face conversations,
phone calls, video conferences, presentations, public speaking, interviews, and any other form of
communication where words are spoken aloud.

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Examples of Oral Communication:

• Conversations: Everyday conversations between friends, family members, colleagues, or acquaintances
involve oral communication. These conversations can be informal or formal, depending on the setting and
the relationship between the individuals involved
• Meetings: In business or organisational settings, meetings provide a platform for oral communication.
Participants discuss agendas, share information, exchange ideas, collaborate on projects, and make
decisions through spoken interactions
• Presentations: Presentations involve a speaker delivering information or sharing ideas to an audience.
This can be in a formal setting, such as a conference or a classroom, or in more casual situations, like a
team meeting or a social gathering
• Interviews: During job interviews or media interviews, oral communication is crucial. Candidates respond
to questions, provide information about their skills and experiences, and engage in conversation to
showcase their suitability for a position or to provide insights on a particular topic
• Phone and Video Calls: Verbal communication takes place through phone calls or video calls, allowing
individuals to have real-time conversations regardless of their physical location. This form of
communication is used in personal, professional, and customer service contexts
• Public Speaking: Public speaking involves delivering a speech or presentation to a large audience. It
can occur in various settings, such as conferences, seminars, or public events, where the speaker shares
information, persuades, inspires, or educates the listeners
• Negotiations: Negotiations involve oral communication to discuss terms, reach agreements, and resolve
conflicts. This can occur in business negotiations, legal proceedings, diplomatic talks, or personal
negotiations in various contexts
• Classroom Discussions: In educational settings, classroom discussions promote oral communication
among students and with the instructor. Students share their thoughts, ask questions, and engage in
dialogue to deepen their understanding of the subject matter.

Knowledge Check Questions 4.1

Answer the questions below:

1.State the primary mode of communication involved in verbal communication?

a) Written language

b) Body language

c) Spoken words

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d) Visual images

2.Which of the following is an example of formal verbal communication?

a) Chatting with friends at a social gathering

b) Giving a presentation during a business meeting

c) Sending text messages to colleagues

d) Expressing emotions through facial expressions

3.In verbal communication, what is the significance of vocal elements such as

tone and pitch?

a) They determine the language used in communication.

b) They provide visual cues to enhance understanding.

c) They contribute to the overall meaning and interpretation of the message.

d) They replace the need for written communication.

Think Point 4.2

State the reason why we use oral communication in classroom discussions.

Activity 4.1

Explain how the face-to-face communication differs from phone calls in terms
of the dynamics and cues that contribute to effective oral communication.

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4.2.2 Written Communication

Written communication involves the use of written words to convey information, ideas, or messages. This includes
emails, memos, reports, letters, blogs, social media posts, and any other form of communication where information
is expressed through written language.

Examples of Written Communication:

• Emails: Emails are widely used for professional and personal communication. They allow individuals
to send written messages, share information, ask questions, and communicate in a formal or informal
manner
• Letters: Written letters are a traditional form of communication. They can be used for various purposes,
such as formal business correspondence, personal letters, or official communications
• Memos: Memos are internal documents used within organisations to convey information, provide
updates, or make announcements. They are typically short, concise, and used for communication
within a specific group or department
• Reports: Reports are written documents that present findings, analyses, or recommendations on a
particular topic. They are commonly used in academic, business, or research settings to communicate
detailed information and provide insights
• Proposals: Written proposals are used in business contexts to outline ideas, suggest solutions, or
make offers. They are often used to pitch projects, partnerships, or business opportunities and provide
a detailed plan of action
• Social Media Posts: Social media platforms facilitate written communication through posts,
comments, and messages. Users share information, express opinions, engage in discussions, or
promote ideas using written language
• Blogs and Articles: Blogs and articles are written pieces published online or in print. They cover a
wide range of topics and provide informative, entertaining, or persuasive content to engage readers
• Text Messages: Text messages are short written messages exchanged between individuals through
mobile phones or messaging applications. They are often used for quick, informal communication
• Legal documents, such as contracts, agreements, or legal briefs, are written to define legal rights,
obligations, or terms. These documents require precise and accurate language to ensure clarity and
enforceability
• Social and Business Reports: Social and business reports are written documents that provide an
overview of activities, progress, or outcomes in a specific area. They can be used for performance
evaluations, financial statements, or project updates.

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Practical Application 4.2

Note the purpose of this activity is to check if you know the structure of an
email.

1.Write an email to one of your lecturers informing him/her about the reason
you missed one of your assessments

Activity 4.2

Illustrate how you can use Social Media Posts as a form of communication

4.3 Importance of Verbal Communication in Business

Mastering both types of verbal communication is essential for effective interpersonal and professional interactions.
Being able to express oneself clearly, listen actively, and adapt communication style to different situations can
greatly enhance one's ability to connect with others, convey ideas accurately, and build successful relationships.

Verbal Communication Plays a Vital Role in Business for Several Reasons:

• Effective Collaboration: Verbal communication allows team members and colleagues to exchange
ideas, share information, and collaborate on projects. It enables real-time interaction, immediate
feedback, and the ability to clarify and discuss complex concepts, leading to more efficient teamwork
and problem-solving
• Building Relationships: Verbal communication helps build relationships with clients, customers,
and business partners. Through effective verbal communication, businesses can establish rapport,
understand customer needs, address concerns, and negotiate mutually beneficial agreements.
Strong relationships contribute to customer loyalty and long-term business success
• Clear Instructions and Expectations: Verbal communication is essential for providing clear
instructions, setting expectations, and communicating goals within an organisation. It ensures that
employees understand their responsibilities, tasks, and objectives, leading to improved productivity
and efficiency
• Effective Leadership: Leaders rely on verbal communication skills to inspire, motivate, and guide
their teams. Through effective verbal communication, leaders can articulate their vision, delegate
tasks, provide feedback, and resolve conflicts, fostering a positive and productive work environment
• Negotiations and Sales: Verbal communication is crucial in negotiation processes and sales
interactions. Effective verbal communication skills help business professionals convey their value

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proposition, address objections, and influence decision-making. It enables effective persuasion,

negotiation, and closing of deals
• Presentation Skills: Verbal communication is central to delivering presentations, whether to clients,
investors, or colleagues. Strong presentation skills, including clarity, confidence, and engaging
delivery, are vital for effectively conveying information, persuading audiences, and making an impact
• Customer Service: Verbal communication is the primary mode of interaction in customer service. It
allows businesses to address customer inquiries, resolve issues, aid, and ensure customer
satisfaction. Effective verbal communication skills contribute to positive customer experiences and
brand reputation
• Networking and Public Speaking: Verbal communication is crucial for networking events and public
speaking engagements. It enables individuals to confidently introduce themselves, engage in
conversations, and make impactful presentations. Strong verbal communication skills can enhance
professional networking opportunities and contribute to career growth

Think Point 4.3

Define effective verbal communication

4.4 Effective Verbal Communication

Effective verbal communication is the ability to convey messages clearly, confidently, and persuasively through
spoken words. It involves not only what is said but also how it is said, including tone of voice, clarity of speech,
and nonverbal cues. Thus, effective verbal communication is essential in business as it facilitates collaboration,
relationship building, clear instructions, leadership, negotiations, sales, presentations, customer service,
networking, and public speaking. Developing and honing strong verbal communication skills is vital for success in
the business world and can significantly impact an individual's professional growth and organisational outcomes.

Knowledge Check Questions 4.2

1.Identify the type of verbal communication that involves addressing a

larger audience and often includes structured content

a) Informal conversations

b) Phone calls

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c) public speaking

d) Face-to-face interactions

2.Why is effective verbal communication crucial in a business context?

a) It only helps in social interactions.

b) It improves nonverbal communication skills.

c) It enhances employee's writing skills.

d) It ensures clear conveyance of ideas, instructions, and information.

Key Aspects of Effective Verbal Communication:

• Clarity and Conciseness: Communicate your message clearly and concisely, avoiding unnecessary
jargon or complicated language. Use simple and precise words to ensure that your message is easily
understood by the listener
• Active Listening: Pay attention to the speaker, maintain eye contact, and show interest in what they
are saying. Reflect on their words, ask clarifying questions, and provide feedback to demonstrate
that you are actively engaged in the conversation
• Nonverbal Communication: Nonverbal cues, such as facial expressions, gestures, and body
language, can enhance or detract from your verbal message. Pay attention to your posture, maintain
appropriate eye contact, and use gestures and facial expressions that align with your message
• Tone and Voice: Your tone of voice can greatly influence how your message is perceived. Use a
confident and assertive tone while maintaining a respectful and empathetic approach. Modulate your
voice to convey enthusiasm, sincerity, or urgency as needed
• Adaptability: Adapt your communication style to the needs and preferences of the listener. Consider
their background, culture, and communication preferences to ensure effective understanding and
engagement
• Empathy and Emotional Intelligence: Demonstrate empathy and emotional intelligence by
understanding and considering the emotions and perspectives of others. This can help build rapport,
foster positive relationships, and resolve conflicts more effectively
• Confidence: Project confidence in your verbal communication. Speak clearly, maintain good posture,
and use a confident and assertive tone. Confidence in your message can inspire trust and credibility
in your audience

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• Feedback and Clarification: Seek and provide feedback during conversations to ensure mutual
understanding. If you are unsure about something, ask for clarification, and encourage others to do
the same. This helps to avoid misunderstandings and promotes effective communication
• Timing and Pace: Consider the timing and pace of your verbal communication. Speak at an
appropriate speed, pause when necessary, and allow for moments of reflection or response from the
listener
• Respectful Communication: Practice respectful and professional communication, maintaining a
positive and courteous demeanour even during challenging or difficult conversations. Choose your
words carefully to avoid misunderstandings or causing offense

Video Activity 4.1

TEDx Talks (2020) The Art of Effective Communication | Marcus Alexander

Velazquez |TEDxWolcottSchool online. Available from:
https://youtu.be/2Yw6dFQBklA [accessed on 3July2023]

Instructions:

• Start playing the recording and listen attentively to the speaker's

words, tone, and overall message.
• As you listen, focus on practicing reflective listening by mentally
summarising and reflecting on what you have heard.
• After the recording finishes, take a few minutes to jot down your
reflections and insights.

Consider the following questions:

1. Identify the main points or key ideas presented by the speaker

2. Explain how the speaker conveyed their message effectively through
verbal communication
3. Identify the techniques or strategies that the speaker used to engage
the audience
4. State if you noticed any non-verbal cues or elements that
complemented the verbal communication

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Knowledge Check Questions 4.3

State Whether the Following Statements Are True or False:

1.Verbal communication only involves the spoken words themselves and

doesn't include any nonverbal cues

2.In formal verbal communication, the use of appropriate language and tone is
not necessary if the message is clear

3.Tone and pitch in verbal communication are vocal elements that don't
significantly impact the interpretation of the message

4.Public speaking involves addressing a larger audience and often requires

structured content and effective delivery

5.Effective verbal communication is important only for personal interactions

and has no relevance in a professional business context

Case Study 4.1

Scenario:

Enhancing Verbal Communication in a Multinational Project Team

You are a key member of a project team tasked with developing a cutting-edge
software solution for a multinational corporation. The project is ambitious and
requires collaboration from team members located in various regions across
the world. The team consists of software developers, designers, quality
assurance experts, and project managers, each bringing a unique skill set and
perspective to the project.

Challenges:

Diverse Team Members: The team members come from diverse cultural
backgrounds and may have varying communication styles, work norms, and
expectations.

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Time Zone Differences: Team members are in different time zones, making
synchronous communication challenging. Meetings and discussions need to
be carefully scheduled to accommodate everyone's availability.

Technical Complexity: The project involves complex technical concepts that

need to be communicated clearly to ensure a shared understanding among
team members.

The project's success relies heavily on effective verbal communication, as

misunderstandings or misinterpretations could lead to delays, errors, and
inefficiencies. As a team, you need to find strategies to ensure that
communication is seamless, collaborative, and aligned across the various
stages of the project.

4.5 Summary

Unit 4 focused on the different types of verbal communication and examined their importance in the business
context. The unit emphasised the significance of effective verbal communication skills and provided guidance on
how to enhance them. Understanding the various forms of verbal communication and their applications in business
settings was deemed crucial for establishing successful relationships, conveying ideas, and achieving desired
outcomes. By mastering effective verbal communication techniques, individuals were able to contribute to the
overall success of their business endeavours and improve their professional interactions.

Revision Questions

1.What is the primary mode of communication involved in verbal

communication?

a) Written language

b) Body language

c) Spoken words

d) Visual images

2. Which of the following is an example of formal verbal communication?

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a) Chatting with friends at a social gathering

b) Giving a presentation during a business meeting

c) Sending text messages to colleagues

d) Expressing emotions through facial expressions

3.How do vocal elements such as tone and pitch impact the interpretation of
verbal messages?

a) They have no impact on communication

b) They convey nonverbal cues

c) They contribute to the overall meaning of the message

d) They replace the need for clear language

4.Which type of verbal communication involves addressing a larger audience

and often includes structured content?

a) Informal conversations

b) Phone calls

c) public speaking

d) Face-to-face interactions

5.Why is effective verbal communication crucial in a business context?

a) It only helps in social interactions

b) It improves nonverbal communication skills

c) It enhances employees' writing skills

d) It ensures clear conveyance of ideas, instructions, and information

6.What are some strategies for enhancing verbal communication in a diverse

team with different time zones?

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a) Use only written communication

b) Ignore cultural differences

c) Foster a culture of active listening

d) Avoid virtual communication tools

7.Why is active listening an essential aspect of effective verbal

communication?

a) It helps in interrupting conversations

b) It is a sign of agreement with the speaker

c) It ensures accurate understanding and engagement

d) It is only necessary in formal communication

8.How does public speaking differ from casual conversations in terms of

communication dynamics?

a) public speaking has no defined structure

b) Casual conversations require rehearsed content

c) public speaking involves addressing a larger audience

d) Casual conversations are always scripted

9.What role does nonverbal communication play in verbal communication?

a) It replaces the need for spoken words

b) It provides entertainment value

c) It reinforces and complements spoken messages

d) It has no impact on communication

10.Why is it important to adapt communication styles in a diverse team?

a) It is unnecessary and may cause confusion

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b) Different communication styles have no impact on understanding

c) It promotes inclusivity and understanding

d) It hinders effective communication

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Answers to Unit Special Features

Think point 4.1

What is verbal communication?
Possible answer: Verbal communication refers to the transmission of messages, information, or ideas through
spoken words. It is a fundamental mode of human communication that involves using language and speech to
convey thoughts, emotions, intentions, and knowledge to others. Verbal communication takes place in various
contexts, such as casual conversations, formal presentations, meetings, interviews, public speaking, phone calls,
and more.

Knowledge check questions 4.1

1.What is the primary mode of communication involved in verbal communication?
Answer: c) Spoken words
2.Which of the following is an example of formal verbal communication?
Answer: b) Giving a presentation during a business meeting
3.In verbal communication, what is the significance of vocal elements such as tone and pitch?
Answer: c) They contribute to the overall meaning and interpretation of the message.

Think point 4.2

Can you think of a reason why we use oral communication in classroom discussion?
In educational settings, classroom discussions promote oral communication among students and with the
instructor. Students share their thoughts, ask questions, and engage in dialogue to deepen their understanding of
the subject matter. Oral communication develops speaking, listening and critical thinking skills which are vital for
students to be successful in their studies and outside the classroom.

Activity 4.1
Face-to-face communication and phone calls differ in several ways when it comes to the dynamics and
cues that contribute to effective oral communication:
1. Nonverbal Cues:
Face-to-face communication benefits from a wide range of nonverbal cues, including facial expressions, gestures,
eye contact, and body language. These cues provide additional layers of meaning and help convey emotions and
intentions. For instance, a smile and direct eye contact during a face-to-face conversation can show engagement
and interest, which might be more challenging to express during a phone call.
2. Immediate Feedback:
In face-to-face conversations, individuals can receive immediate feedback based on nonverbal cues and
expressions. Adjustments to the message or tone can be made on the spot to ensure better understanding and

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alignment. On the other hand, phone calls may require more active listening and asking for clarification to ensure
the message is accurately received.
3. Personal Connection:
Face-to-face interactions foster a stronger personal connection between individuals. Being physically present
allows for a deeper sense of rapport and engagement, which can be particularly valuable in building relationships
or discussing sensitive matters. Phone calls may lack the same level of intimacy due to the absence of visual and
physical cues.
4. Context and Environment:
In face-to-face conversations, the physical context and environment play a role in communication. For instance, a
professional meeting room versus a casual coffee shop can impact the tone and formality of the conversation. In
phone calls, the context may need to be verbally established, which can be less immediate.

Knowledge check questions 4.2

1.Which type of verbal communication involves addressing a larger audience and often includes
structured content?
Answer: c) Public speaking
2.Why is effective verbal communication crucial in a business context?
Answer: d) It ensures clear conveyance of ideas, instructions, and information.

Practical Application 4.1

Note the purpose of this activity was to assess if you know the structure of a formal email:
1. Write an email to one of your lecturers informing him/her about the reason you missed one of your
assessments
Dear Dr./Mrs/Mr/Ms (Last name)
Clear subject line
Tone: Formal tone
Use correct Grammar
Be Polite
Identify your self
Clear and brief
Explain your situation
Ask for second chance
Attach evidence
End formally

Activity 4.2
How can you use Social Media Posts as a form of communication?

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Social media posts can be used as a powerful and versatile form of communication for various purposes.
Here are some ways in which social media posts can be effectively utilized:
1. Sharing Information: Social media platforms allow you to share a wide range of information quickly and easily.
You can share news updates, announcements, articles, blog posts, infographics, and more with your audience.
2. Building Brand Identity: social media is a great platform for showcasing your brand's personality, values, and
unique identity. Consistent and well-crafted posts can help establish a strong brand image.
3. Engaging with Your Audience: You can interact directly with your audience by responding to comments,
messages, and mentions. Social media posts provide an opportunity for two-way communication, fostering
engagement and building relationships.
4. Promoting Products and Services: Businesses can use social media posts to showcase their products and
services. Creative and engaging posts can drive interest, encourage sharing, and ultimately lead to sales.
5. Providing Customer Support: Social media platforms can serve as channels for providing customer support.
Addressing customer queries and concerns publicly demonstrates transparency and commitment to customer
satisfaction.
6. Sharing Visual Content: Platforms like Instagram and Pinterest allow you to share visually appealing content
such as photos, videos, and graphics. Visual content can convey messages quickly and capture the audience's
attention.

Video Activity 4.1

1. What were the main points or key ideas presented by the speaker?
2. How did the speaker convey their message effectively through verbal communication?
3. What techniques or strategies did the speaker use to engage the audience?
4. Did you notice any non-verbal cues or elements that complemented the verbal communication?
1. Effective communication, Art of effective communication
2. Non-verbal communication, Tone & voice, Confidence, timing &pace, Clarity, and conciseness
3. Asking questions to the audience in the beginning, during and towards the end of the presentation.
4. Yes. Body language, Hand gestures and facial expressions.

Knowledge check questions 4.3

State whether the following statements are true or false:
1.Verbal communication only involves the spoken words themselves and doesn't include any nonverbal
cues.
Answer: False
2.In formal verbal communication, the use of appropriate language and tone is not necessary if the
message is clear.
Answer: False

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3.Tone and pitch in verbal communication are vocal elements that don't significantly impact the
interpretation of the message.
Answer: False
4.Public speaking involves addressing a larger audience and often requires structured content and
effective delivery.
Answer: True
5.Effective verbal communication is important only for personal interactions and has no relevance in a
professional business context.
Answer: False

Case study 4.1

Scenario: Enhancing Verbal Communication in a Multinational Project Team
In the scenario presented, the challenges of a diverse team and time zone differences within a multinational project
team highlight the critical role of effective verbal communication in ensuring project success. The answer focuses
on strategies and key takeaways to address these challenges and enhance communication:
Possible answers:
• Cultural Sensitivity: Recognize and appreciate the cultural diversity within the team. Adapting
communication styles to accommodate cultural differences fosters inclusivity and understanding.
• Effective Collaboration: Effective verbal communication enables seamless collaboration, allowing team
members to contribute their expertise and insights, regardless of geographical barriers.
• Timely Decision-Making: Clear and timely verbal communication helps in making informed decisions
promptly. Well-informed decisions contribute to project efficiency and effectiveness.
• Mitigating Misunderstandings: Effective verbal communication reduces the likelihood of misunderstandings
and ensures that instructions, requirements, and expectations are accurately conveyed.
• Project Success: Ultimately, the application of effective verbal communication strategies leads to improved
project outcomes, streamlined processes, and a cohesive team that collaborates cohesively despite
geographical dispersion.

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Unit
5:
Evaluating Information

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Unit Learning Outcomes

CONTENT LIST LEARNING OUTCOMES OF THIS UNIT:

5.1 Introduction • Introduce topic areas for the unit

5.2 Fact versus Opinion • Distinguish between facts and opinions based their
characteristics

5.3 The Currency of Information • Discuss the importance of ensuring that current information
is being sourced

5.4 Primary and Secondary Sources of • Explain the differences between primary and secondary
information sources of information

5.5 The Currency, Relevance, Authority, • Apply the steps of the Currency, Relevance, Authority,
Accuracy and Purpose (CRAAP) Accuracy and Purpose (CRAAP) method to evaluate
method information from different communication media

5.6 Summary • Summaries topic areas covered in unit

Prescribed and Recommended Textbooks/Readings

• Abrahams, S. (2023) The CRAAP Test: Evaluating Traditional
Sources. [online] Available at:
https://open.oregonstate.education/goodargument
/chapter/craap-test/
• Landoy, A., Popa, D., Repanovici, A. (2019) Information Evaluation.
[online] Available at: https://link.springer.com/chapter/10.1007/978-3-
030-34258-6_7
• Muis, K. R., Dube, A., Denton, C. (2022) Identifying CRAAP on the
Internet: A Source Evaluation Intervention. [online] Available at
https://www.researchgate.net/profile/AdamDube
/publication/362327098_Identifying_CRAAP_on_the_Inter
net_A_Source_Evaluation_Intervention/links/62
fea0dfceb9764f7206d5a7/Identifying
-CRAAP-on-theInternet-A-Source-Evaluation-Intervention.pdf
• Open Library. (2023) Evaluating Sources. [online] Available at:
https://ecampusontario.pressbooks.pub/llsadvcomm/chapter/10-9-
evaluatingsources/

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• EducationQuizzes (2023) Revision Made Easy. Online. Available

from: https://www.educationquizzes.com/11-plus/english/fact-and-
opinion/ [accessed on 4July2023]
• Griffith, D.A., 2002. The role of communication competencies in
international business relationship development. Journal of World
Business, 37(4), pp.256-265.

• Musheke, M.M. and Phiri, J., 2021. The effects of effective

communication on organisational performance based on the
systems theory. Open Journal of Business and Management, 9(2),
pp.659-671.

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5.1 Introduction
Unit 5 introduces the topic of fact versus opinion and explores their characteristics in detail. The unit also focuses
on the importance of information currency, distinguishing between primary and secondary sources of information,
and using the CRAAP (Currency, Relevance, Authority, Accuracy, Purpose) method to evaluate information
sources. Understanding the distinction between facts and opinions, as well as the reliability and credibility of
information, is essential for making informed decisions, conducting research, and critically analysing sources. By
applying the CRAAP method, individuals can assess the quality and trustworthiness of information, ensuring they
rely on accurate and authoritative sources for their work.

5.2 Fact versus Opinion

Fact and opinion are two distinct types of statements that are often used in communication. It is important to
understand the difference between them, as they serve different purposes and have different levels of objectivity.
A fact is a statement that can be proven or verified through evidence or observation. It is based on objective
information that is not influenced by personal beliefs or feelings. Facts are typically measurable, quantifiable, and
can be independently verified by multiple sources. Examples of facts include historical dates, scientific data, and
mathematical equations.
On the other hand, an opinion is a statement that expresses a personal belief, judgment, or perspective. It is
subjective in nature and is based on personal thoughts, feelings, values, or experiences. Opinions can vary from
person to person and may not be supported by concrete evidence or universally accepted truths. Examples of
opinions include preferences, tastes, and subjective evaluations.
Distinguishing between facts and opinions is essential for critical thinking and effective communication. When
evaluating information, it is important to consider the source, context, and supporting evidence. Reliable sources
should provide verifiable facts and transparently disclose any subjective opinions or biases.
Understanding the distinction between facts and opinions helps individuals to form informed opinions, make
rational decisions, and engage in constructive debates. It also enables effective evaluation of information,
especially in areas such as journalism, research, and public discourse. By critically analysing statements and
considering the evidence behind them, individuals can develop a more balanced and well-informed perspective on
various subjects.

Think Point 5.1

In your opinion, differentiate between a fact and opinion.

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Practical Application 5.1

Distinguishing Fact from Opinion.

The statements below are either fact, opinion or mixed statements (some
Factual, some opinion)

Arrange the below statements in the three categories:

1.The Earth revolves around the Sun.

2.Water freezes at 0 degrees Celsius (32 degrees Fahrenheit).

3.The capital of France is Paris.

4.The chemical formula for water is H2O.

5.Mount Everest is the highest peak on Earth.

6.Eating vegetables is good for your health.

7.Dogs are the most loyal pets.

8.Climate change is a serious global issue.

9.The Mona Lisa is the most famous painting in the world.

10.Chocolate ice cream is the tastiest dessert.

11.The moon orbits the Earth

12.Pizza is the most delicious food.

13.Action movies are better than romantic comedies.

14.Blue is the prettiest colour.

15.Soccer is the most exciting sport to watch.

16.Classical music is boring.

17.Summer is the best season.

Knowledge Check Questions 5.1

State Whether the Following Statements are Fact or Opinion:

1. Which one of the following statements is a fact?

a) Butterflies are prettier than birds

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b) Holland is also known as the Netherlands

2. Which one of the following statements is a fact?

a) Chinese inverted silk, tea, printing, porcelain, paper, and gunpowder.

b) Coca-Cola is not nice as Pepsi.

3. Which one of the following statements is a fact?

a) The battle of Waterloo was fought in 1815.

b) Less should be spent on space exploration, and more should be spent on

helping people in need.

4. Which one of the following statements is an opinion?

a) The French language is harder than the English language.

b) Columbus discovered America in 1492.

5. Which one of the following statements is an opinion?

a) The Nile is the longest river in Africa.

b) Blue is a nicer colour than brown.

5.3 The Currency of Information

The currency of information refers to its timeliness and relevance in relation to the present time. In today's rapidly
changing world, it is crucial to consider the currency of information when assessing its reliability and usefulness. It
is important to prioritise current and up-to-date information when conducting research, particularly in fields that
experience rapid changes or advancements. However, it is equally important to critically assess the quality,
relevance, and reliability of the information, considering the context and purpose of your research.
Basic Fact Checking: If done well, a basic fact check can take a substantial amount of time. You must scrutinise
each information you include in everything you write and search for any way that it may be false or misleading.

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Here is a short list of steps to take during a basic fact check:

• Check Spelling: Accuracy is about being certain that you are accurate, and to that end, you must spell
all words correctly. You will have major credibility concerns if your work contains typos or misspelt words.
You should always conduct a computer-based spell check on every item you write and carefully evaluate
each spelling suggestion. When mistakes appear, do not click the "replace all" button, or quickly hit the
"replace" button. Examine each service provided by the programme and then select the best substitute.
• Review Proper Nouns: Most word-processing programmes' spell-check functions will detect spelling
problems in popular terms. However, the names of people, places, and objects frequently appear to
computerise dictionaries to be errors. If you misspell someone's name or the name of their organisation,
you are insulting that person and making him or her less willing to collaborate with you. That is why you
must examine each proper noun in whatever you write letter by letter.
• Look Into the Numbers: Journalists sometimes joke that they got into the business because they can't
do arithmetic. Whether you like it or not, math is a part of this business, and you must accept it since
numbers of errors may cause a slew of issues for you and your readers. Examine the arithmetic in your
writing to ensure that it is correct. Do the arithmetic from the person's birth date to his or her death date
in obituaries to ensure the age is correct. Someone who was born in 1940 and died in 2017 did not
necessarily live to reach 77 years old. Do your own calculations to double-check any figures you intend
to use.
• Check Places: If you decide to offer a set of instructions, ensure sure they work. Drive or walk the route
personally or have someone unfamiliar with the region look it over to check whether it makes sense. This
can assist you determine if you missed a turn or if you have someone driving the wrong way down a one-
way street.
• Where to Find Your Facts: When it comes to fact checking, you should have faith in the sources of
information you utilise to validate your work.

Think Point 5.2

As per your understanding, state the Currency of Information.

Activity 5.1

Provide at least 3 reasons why currency matters.

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Here are some places you can go to complete your fact check and verify your information:
• Sourced documents: Obtain copies of original papers wherever feasible so that you may compare what
individuals have told you to what someone has written. People have an extraordinary ability to be incorrect
or confused, yet records tend to remain exactly as stated. If you have access to source material, you can
quote it much more confidently. When researching a topic or interviewing a source, look for email
communication, meeting minutes, official papers, and other materials of a similar nature. Having
duplicates of these items on hand might help you double-check your work
• Dead-Tree Publications: Newspapers, periodicals, books, and other publications created from "dead
trees" aren't always accurate, but you know where they originated from. You can also see that certain
publishers were interested enough in the material to invest money in physically producing it. Editors, copy
editors, and other specialists have most likely read the information before it goes to print, so you may be
slightly more trust in this than in a website with an unknown origin. Furthermore, most dead-tree
periodicals will preserve its material both physically and digitally, allowing you to study as far back as the
archives allow
• Official Websites: When you visit.gov or. Edu websites, you are gaining access to information from a
governmental or educational institution. In most circumstances, these are more reliable than.com, .net,
or.us sites, which anybody may create. Aside from such sites, you might visit the official websites of
certain organisations related to your work. If you're putting together a media kit for a client and want to
give some background on the client's organisation, the website is a good place to start. If you are writing
a news story on the appointment of a chancellor at a local university, you may obtain biographical
information about that individual on the university's website as well as the websites of the chancellor's
prior employers
• Your own work: In certain situations, you may become an expert on a topic by researching it, covering
it, publicising it, or marketing it. You will eventually know more about the subject or product than anybody
else. When this occurs, you may use your prior work to avoid having to recreate all your research every
time you work on that issue. A search can be simple if you digitally archive your work. It may be more
challenging if you have boxes of paperwork about you, depending on your attitude to organisation.
However, if you put excellent work at the forefront of your research, you may reap the rewards again and
time again
• Examining The Broader Issues: You may have everything correctly spelt and the arithmetic correct, but
that doesn't guarantee you have an accurate piece of writing. Anything you create may have mistaken
that go beyond what a Google search and a dictionary can rectify. Larger concepts, sophisticated word
choices, and other such mistakes can get you in trouble just as easily as a misspelt name or an erroneous
street address

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• Stick to What People Said: When you must write anything and attribute it to someone, you should stick
to what they stated. The more you deviate from the person's real words, the more troubles you may bring
for everyone concerned
• Avoid Vague Terms: Accuracy is frequently found in the details, which aren't always easy to locate.
Journalists frequently use ambiguous terminology and soft language to "write around" these issues
• Say Only What You Know for Sure: When writing, be certain that you only state what you are certain
about. In the news, this may be especially challenging when information is flooding out of every media
channel, and you are concerned about falling behind
• Find More Than One Good Source for Key Facts: The idea is to investigate as many sources as
possible, judge their quality, and make an informed remark based on what you discover. The capacity to
sustain an argument is frequently determined by the quality and amount of the source information.
Examine the facts from both a qualitative and quantitative standpoint, and then write just what you can
verify or attribute.

Activity 5.2

Name some places you can go to complete your fact check and verify
your information

5.4 Primary and Secondary Sources of information

Primary and secondary sources are two categories of information that researchers use to gather data and support
their research findings. Understanding the distinction between these sources is important for evaluating the
reliability and credibility of information.

1. Primary Sources: Primary sources are original materials or first-hand accounts that provide direct
evidence or information about a particular topic or event. These sources are created by individuals who
directly experienced or witnessed the subject matter. Examples of primary sources include:
• Original research studies
• Interviews
• Diaries or personal journals
• Speeches
• Letters or correspondence
• Official documents, such as government reports or legal documents
• Artifacts or physical objects

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Primary sources offer valuable insights into historical events, scientific experiments, personal experiences, and
other firsthand perspectives. They provide raw and uninterpreted information, allowing researchers to form their
own analyses and interpretations (Landoy, et al, 2019).

2. Secondary Sources: Secondary sources are works that analyse, interpret, or comment on primary
sources. They are created by authors or researchers who did not directly participate in the events or
conduct the original research. Examples of secondary sources include:
• Books or textbooks
• Review articles
• Literature reviews
• Biographies
• Newspaper or magazine articles (that summarize or interpret primary sources)
• Documentary films
Secondary sources provide analysis, interpretation, and commentary on primary sources. They often provide a
broader context, synthesis of information, or expert opinions on a particular topic. They can be useful for gaining a
comprehensive understanding of a subject and for referencing existing research or knowledge.
It is important to note that the reliability and accuracy of both primary and secondary sources can vary. Researchers
should critically evaluate the credibility, expertise, and bias of the authors or sources they use, regardless of
whether they are primary or secondary. Cross-referencing and triangulating information from multiple sources is
also recommended to ensure accuracy and reliability in research (Landoy, et al, 2019).

Knowledge Check Questions 5.2

State Whether the Following Statements are True or False:

1.Facts are always based on objective evidence and can be proven true or
false.

2.Considering the currency of information is not important when evaluating

sources since older information is often more reliabl

3.Primary sources of information are typically interpretations and analyses of

original materials

8.Secondary sources offer direct evidence and personal interpretations of

events or information

9.Assessing the purpose of a source helps determine the context, intent, and
potential bias behind the information

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5.5 The Currency, Relevance, Authority, Accuracy and Purpose (CRAAP) method
The Currency, Relevance, Authority, Accuracy, and Purpose (CRAAP) method is a framework used to evaluate
the credibility and quality of information sources. By considering these five criteria, individuals can make informed
decisions about the reliability and suitability of the information for their specific needs.
1. Currency: Currency refers to the timeliness and freshness of the information. It involves considering the
publication or update date of the source and determining whether the information is still relevant and up
to date for the topic or research at hand. Information that is outdated or no longer reflects the current state
of knowledge may not be reliable or accurate.
2. Relevance: Relevance involves assessing how well the information aligns with the research question or
topic of interest. It requires considering whether the information provides the necessary depth, breadth,
and context required for the specific purpose. Relevant information should directly address the research
needs and contribute meaningfully to the overall understanding of the subject.
3. Authority: Authority refers to the credibility and expertise of the author, publisher, or source. It involves
evaluating the qualifications, credentials, and reputation of the individuals or organisations responsible
for creating and disseminating the information. Reliable sources are typically affiliated with reputable
institutions, have subject matter expertise, or have a track record of producing accurate and reliable
information.
4. Accuracy: Accuracy pertains to the reliability and correctness of the information presented. It involves
assessing whether the information is supported by evidence, facts, or reputable sources. Accuracy can
be determined by cross-referencing the information with other reliable sources, fact-checking, or
assessing the methodology and rigor of any research or data presented.
5. Purpose: Purpose refers to the intention or motive behind the information source. It involves
understanding why the information was created and considering any potential biases or agendas that
may influence the content. Identifying the purpose helps to determine whether the information is objective,
balanced, or influenced by personal or organisational interests.

Think Point 5.3

In your own opinion, Why do we use the CRAAP method?

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Readings

1. Griffith, D.A., 2002. The role of communication competencies in international

business relationship development. Journal of World Business, 37(4), pp.256-
265.

2. Musheke, M.M. and Phiri, J., 2021. The effects of effective communication
on organisational performance based on the systems theory. Open Journal of
Business and Management, 9(2), pp.659-671.

Practical Application 5.2

Instructions:

Evaluate each of the above sources of information using the CRAAP method.

Topic: Ways to communicate effectively in the business environment.

• Currency: Is the information up-to-date and current?

• Relevance: Is the information relevant and applicable to the topic or
research?
• Authority: Who is the author or publisher of the information? Are they
credible and qualified to speak on the subject?
• Accuracy: Is the information accurate, reliable, and supported by
evidence?

Purpose: What is the purpose or intention of the source? Is there any bias or
potential conflict of interest?

By applying the CRAAP method, individuals can critically evaluate information sources and make informed
decisions about their credibility, reliability, and suitability for their specific needs. This method promotes critical
thinking and helps guard against the dissemination and reliance on inaccurate or misleading information.

Knowledge Check Questions 5.3

1.What is the key difference between a fact and an opinion?

a) Facts are based on emotions, while opinions are based on evidence.

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b) Facts can be objectively proven, while opinions are subjective expressions

of beliefs.

c) Opinions are universally accepted, while facts vary from person to person.

d) Facts are used in creative writing, while opinions are used in academic
writing.

2.Why is it important to consider the currency of information when evaluating

sources?

a) The currency determines the popularity of the source.

b) The currency indicates the physical condition of the source.

c) Current information is always accurate and reliable.

d) Outdated information may not be relevant or accurate anymore.

3.What distinguishes primary sources from secondary sources of information?

a) Primary sources are written by experts, while secondary sources are written
by novices.

b) Primary sources offer personal interpretations, while secondary sources

provide direct evidence.

c) Primary sources are original materials, while secondary sources analyse or

interpret those materials.

d) Primary sources are limited to print materials, while secondary sources

include digital content.

4.Which acronym is commonly used as a guideline for evaluating the credibility

and reliability of sources?

a) APA

b) MLA

c) CRAAP

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d) CMS

5.What does the "CRAAP" method stand for when evaluating information
sources?

a) Current, Reliable, Accurate, Authoritative, Popular

b) Credible, Relevant, Authoritative, Accurate, Personal

c) Comprehensive, Relevant, Authoritative, Accessible, Peer-reviewed

d) Currency, Relevance, Authority, Accuracy, Purpose

Case Study 5.1

Scenario: You are a student working on a research project about the impact
of social media on mental health. You need to gather credible and reliable
information to support your findings. You have come across three potential
sources of information: an article from a well-known medical journal, a blog
post written by a self-proclaimed mental health expert, and a YouTube video
discussing the topic.

Instructions: Comparative Analysis:

Compare and contrast the three sources based on their credibility, reliability,
and relevance to your research topic.

Video Activity 5.1

Watch the following video on YouTube titled “Evaluating Sources”

(YouTube,2011) by clicking on the following link,

https://www.youtube.com/watch?v=EyMT08mD7Ds and answer the question

that follows:

1.Using the CRAAP method evaluate this video.

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5.6 Summary
Unit 5 focused on the topic of fact versus opinion and examined their characteristics in detail. The unit emphasised
the importance of information currency and provided insights into distinguishing between primary and secondary
sources of information. It also introduced the CRAAP (Currency, Relevance, Authority, Accuracy, Purpose) method
as a framework for evaluating information sources. Throughout the unit, individuals learned how to critically analyse
information, assess its reliability, and make informed decisions based on credible sources. By applying the CRAAP
method, individuals were able to effectively evaluate the currency, relevance, authority, accuracy, and purpose of
information, ensuring they relied on trustworthy sources for their research and decision-making processes.

Revision Questions

1.What is the primary difference between a fact and an opinion?

a) Facts are objective, while opinions are subjective.

b) Facts are always true, while opinions are always false.

c) Facts are based on emotions, while opinions are based on evidence.

d) Facts are synonymous with popular beliefs, while opinions are individualistic.

2.Why is assessing the currency of information important when evaluating

sources?

a) newer sources are always more accurate.

b) Outdated information is usually more reliable.

c) The currency indicates the physical condition of the source.

d) The relevance of information changes over time.

3.What characterizes primary sources of information?

a) They offer personal interpretations and analysis.

b) They provide summaries and syntheses of various sources.

c) They are original materials created at the time of the event.

d) They are commonly found in encyclopaedias and textbooks.

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4.Which of the following is NOT a criterion of the CRAAP method for evaluating
sources?

a) Currency

b) Reliability

c) Authority

d) Accuracy

5. What does the "A" stand for in the CRAAP method?

a) Appropriate

b) Authoritative

c) Academic

d) Actual

6. When evaluating information sources, why is it important to consider the

authority of the author or source?

a) It ensures that the information is always accurate.

b) It helps determine if the source is popular among readers.

c) It ensures that the source is always up to date.

d) It helps determine the credibility and expertise of the source.

7.Why is assessing the purpose of a source crucial in the evaluation process?

a) It helps identify if the source is written in a formal style.

b) It helps determine the length of the source.

c) It helps determine the context and intent behind the information.

d) It helps identify the grammatical structure of the source.

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8.What aspect of the CRAAP method focuses on the reliability and accuracy of
the information?

a) Currency

b) Relevance

c) Authority

d) Accuracy

9.When evaluating information, why is the relevance of the source to your

research important?

a) Relevance determines the popularity of the source.

b) Relevance ensures that the source is always accurate.

c) Relevance ensures that the source aligns with your research topic.

d) Relevance indicates the source's publishing date.

10.What does the CRAAP method help individuals assess when evaluating
sources?

a) The number of citations in the source.

b) The quality of visual elements in the source.

c) The number of pages in the source.

d) The credibility and reliability of the source

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Answers to Unit Special Features

Think Point 5.1

1.Fact:
A fact is a statement that can be objectively verified and proven to be true or false based on evidence, data, or
observations. Facts are objective and are not influenced by personal feelings, interpretations, or beliefs. They are
typically considered to be universal truths that are accepted as accurate and reliable by most people. Facts can
be proven using empirical evidence and are not subject to individual interpretation.
2.Opinion:
An opinion, on the other hand, is a statement that reflects someone's personal feelings, beliefs, preferences, or
interpretations. Opinions cannot be objectively proven true or false, as they are influenced by individual
perspectives and emotions. Opinions often vary from person to person, and what may be considered valid for
one individual may differ for another. Opinions are subjective and do not rely on concrete evidence or data to
support them.

Practical Application 5.1

Distinguishing Fact from Opinion
Statements of Fact:
1.The Earth revolves around the Sun.
2.Water freezes at 0 degrees Celsius (32 degrees Fahrenheit).
3.The capital of France is Paris.
4.The chemical formula for water is H2O.
5.Mount Everest is the highest peak on Earth.
6.The moon orbits the Earth.
Statements of Opinion:
1.Pizza is the most delicious food.
2.Action movies are better than romantic comedies.
3.Blue is the prettiest colour.
4.Soccer is the most exciting sport to watch.
5.Classical music is boring.
6.Summer is the best season.
Mixed Statements (Some Factual, Some Opinion):
1.Eating vegetables is good for your health.
2.Dogs are the most loyal pets.
3.Climate change is a serious global issue.
4.The Mona Lisa is the most famous painting in the world.

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5. Chocolate ice cream is the tastiest dessert.

Knowledge Check Questions 5.1

1. Which one of the following statements is a fact?
b) Holland is also known as the Netherlands
2. Which one of the following statements is a fact?
a) Chinese inverted silk, tea, printing, porcelain, paper, and gunpowder.
3. Which one of the following statements is a fact?
a) The battle of Waterloo was fought in 1815.
4. Which one of the following statements is an opinion?
a) The French language is harder than the English language.
5. Which one of the following statements is an opinion?
b) Blue is a nicer colour than brown.

Think Point 5.2

What is the Currency of Information?
Possible answer: The currency of information refers to how up-to-date or current the information is. In other words,
it pertains to the timeliness of the information in relation to the topic or subject being discussed. Evaluating the
currency of information is important because the relevancy and accuracy of information can change over time.

Activity 5.1
Why Currency Matters:
Possible answers
1.Accuracy: New developments and research findings can change the accuracy of information. Outdated
information might no longer reflect the current situation.
2.Relevance: Information that was relevant in the past might not be applicable or pertinent today.
3.Credibility: Depending on the subject, using outdated information might impact the credibility of your work, as it
may not reflect the latest knowledge or understanding.
4.Supporting Claims: Timely information is essential when you need to support arguments or claims with the
most recent data or examples.
5.Context: The currency helps provide context to the information, allowing readers to understand when events or
developments occurred.

Activity 5.2
Name some places you can go to complete your fact check and verify your information?
✓ Sourced documents:
✓ Dead-Tree Publications

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✓ Official Websites
✓ Your own work
✓ Examining The Broader Issues
✓ Stick to What People Said:
✓ Avoid Vague Terms
✓ Say Only What You Know for Sure
✓ Find More Than One Good Source for Key Facts

Knowledge Check Questions 5.2

1.Facts are always based on objective evidence and can be proven true or false.
Answer: True
2.Considering the currency of information is not important when evaluating sources since older
information is often more reliable.
Answer: False
3.Primary sources of information are typically interpretations and analyses of original materials.
Answer: False
4.Secondary sources offer direct evidence and personal interpretations of events or information.
Answer: False
5.Assessing the purpose of a source helps determine the context, intent, and potential bias behind the
information.
Answer: True

Think Point 5.3

Why do we use the CRAAP method?
We use the CRAAP method as a systematic approach to evaluating information and sources in order to assess
their credibility, reliability, and suitability for our research, academic, or decision-making purposes. The method
helps us make informed judgments about the quality of the information we encounter.

Practical Application 5.2

Instructions:
Evaluate each of the above sources of information using the CRAAP method.
Topic: Ways to communicate effectively in the business environment.
• Currency: Is the information up-to-date and current?
• Relevance: Is the information relevant and applicable to the topic or research?
• Authority: Who is the author or publisher of the information? Are they credible and qualified to
speak on the subject?
• Accuracy: Is the information accurate, reliable, and supported by evidence?

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• Purpose: What is the purpose or intention of the source? Is there any bias or potential conflict of
interest?

1. The role of communication competencies in international business relationship development" by D.A. Griffith
(2002), using the CRAAP method:
• Currency: The article was published in 2002, which makes it over 20 years old. This may impact its
currency, as the field of international business and communication could have evolved since then.
However, for historical context or understanding the foundational concepts, older sources can still be
valuable.
• Relevance: The article's title suggests that it discusses the role of communication competencies in
international business relationship development. The topic appears to be relevant to the field of
international business and communication.
• Authority: The author, D.A. Griffith, is mentioned in the citation.
• Accuracy: The information is accurate as the article provides references and interpretations with in-text
references or citations.
• Purpose: The purpose of the article is an academic exploration of the role of communication
competencies in international business relationship development. The journal it was published in, the
Journal of World Business, suggests that it is intended for scholarly audiences.

2. The effects of effective communication on organisational performance based on the systems theory" by M.M.
Musheke and J. Phiri (2021)
• Currency: The article was published in 2021, which indicates that it is relatively recent. This suggests
that the information presented may be more current and relevant to the topic of effective communication
in organisational performance.
• Relevance: The article's title suggests that it explores the effects of effective communication on
organisational performance, specifically based on the systems theory. The topic appears to be relevant
to the field of business and management, particularly those interested in organisational communication
and performance.
• Authority: The authors, M.M. Musheke and J. Phiri, are mentioned in the citation. To evaluate their
authority, it would be helpful to consider their qualifications, affiliations, and expertise in the field of
business and management.
• Accuracy: The source presents some statistical analysis, including Pearson's correlation coefficients, to
support its findings. However, the specific values mentioned (e.g., correlation coefficients of 0.642, 0.041,
and 0.012) are very low and close to zero, suggesting weak or negligible relationships
• Purpose: The purpose of the article seems to be an exploration of the effects of effective communication
on organizational performance, with a specific focus on systems theory. The fact that it was published in
the Open Journal of Business and Management suggests that it is intended for scholarly audiences.

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Knowledge Check Questions 5.3

1.What is the key difference between a fact and an opinion?
Answer: b) Facts can be objectively proven, while opinions are subjective expressions of beliefs.
2.Why is it important to consider the currency of information when evaluating sources?
Answer: d) Outdated information may not be relevant or accurate anymore.
3.What distinguishes primary sources from secondary sources of information?
Answer: c) Primary sources are original materials, while secondary sources analyse or interpret those materials.
4.Which acronym is commonly used as a guideline for evaluating the credibility and reliability of
sources?
Answer: c) CRAAP
5.What does the "CRAAP" method stand for when evaluating information sources?
Answer: d) Currency, Relevance, Authority, Accuracy, Purpose

Case Study 5.1

Comparative Analysis:
Possible answer: The article from the well-known medical journal stands out as the most credible and reliable
source due to its peer-reviewed nature, authoritative author, and evidence-based approach.
The blog post lacks authoritative expertise and references to back claims, making it less reliable for academic
research.
The YouTube video, while recently uploaded, doesn't provide sufficient information about the speaker's
qualifications, and lacks references, rendering it less trustworthy.

Video Activity 5.1

CRAAP Method Evaluation for the Video "Evaluating Sources" by Western Libraries:
Currency: The video was uploaded on January 13, 2012. While the video is not recent, the principles of
evaluating sources may still be relevant over time.
Relevance: The video is directly relevant to the topic of evaluating sources. It aligns with the purpose of
providing guidance on how to assess the credibility and reliability of information sources.
Authority: The source, "Western Libraries," is a recognized academic institution known for providing educational
resources and guidance to students and researchers. The source's authority is further supported by its affiliation
with a university library, indicating expertise in information literacy.
Accuracy: The video is likely to provide accurate information, given that it is produced by a reputable academic
institution like Western Libraries. Since the video is a tutorial, it's expected that the information it presents will be
accurate and based on established guidelines for evaluating sources.
Purpose: The video's purpose is clearly to educate viewers on how to evaluate sources. It aims to help them
develop critical thinking skills and make informed decisions when assessing the credibility of information.

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Answers to Revision Questions

Unit 1:
1. List 4 types of communication media.

Four types of communication media are:

• Intrapersonal communication: refers to when a person converses with themselves.
• Interpersonal communication: takes place between two individuals.
• Small group communication: the exchange of ideas among people who cooperate to achieve a
common objective.
• Public communication: Public speaking is a form of public communication that takes place in
public settings as opposed to private ones.

2. Explain when indirection message plan can be used.

The indirection message plan can be used when the direct approach may not be appropriate or effective. It is
employed in situations where a more subtle or tactful approach is required, such as delivering bad news,
addressing sensitive topics, or managing conflicts. By using indirect language, focusing on the recipient's
perspective, and carefully choosing words, the indirection message plan aims to maintain positive relationships
and minimise potential negative reactions.

3. Justify the main reason for using a letter instead of an email.

The main reason for using a letter instead of an email is to convey a more formal and tangible message. Letters
are often used for official or important communication, such as legal matters, business proposals, or professional
correspondence. They carry a sense of formality, professionalism, and importance that may be lacking in an email.
Additionally, letters can be physically kept as a record or reference, whereas emails can easily be deleted or lost.

4. Identify at least 6 types of search engines for academic use and provide a brief description of each.

Six types of search engines for academic use are:

• Google: provides access to Usenet and a directory.
• Google Scholar: focuses on finding academic materials and scholarly writing.
• Lycos: One of the big Web search and content sites on the web.
• YouTube: video searching and sharing.
• RefSeek—Academic Search Engine for students and researchers.
• Yahoo! Search engine
5. Outline 4 steps that can be used to synthesise information.

Four steps that can be used to synthesise information are:

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• Read your sources several times: First, read each article, chapter, or other material several times, each
time with a different goal in mind.
• Take organised notes on every source: On the notes page for the third read, write the author and year
at the top for each source.
• Identify relevant concepts and supporting sources: When you have a stack of source notes, it is time
to look for common themes within them.
• Restructure your notes by concept: Each of those ideas is now given a separate two-column notes
page.

Unit 2
1. Explain the significance of defining the audience in effective communication

Defining the audience is important because it allows communication to be tailored to their characteristics,
preferences, and needs, increasing the effectiveness of the message.
2. Discuss how understanding the demographics of an audience contributes to tailoring content

Understanding the demographics of an audience helps create content that resonates with their age,
gender, location, and other characteristics.
3. Identify why is considering the cultural background of an audience important for
communication

Considering the cultural background is important to avoid misunderstandings, adapt communication

styles, and show respect for diverse perspectives.
4. Provide an example of how knowing the psychographics of an audience can impact content
creation

Psychographics relate to an audience's values, beliefs, and attitudes. Knowing these helps create content
that aligns with their preferences and motivations.
5. Explain the importance of considering the educational level of an audience when defining
them

The educational level of an audience impacts the complexity of language and concepts used in content,
ensuring it is appropriately comprehensible.
6. List three key needs that an audience might have when consuming content

Key needs of an audience include relevance, clarity, value, engagement, credibility, and empathy.
7. Explain how providing value in content contribute to meeting the audience's needs?

Providing value in content meets the audience's need for gaining something valuable, whether it's
knowledge, solutions, or inspiration.
8. Discuss why clarity is an important aspect of meeting the audience's needs?

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Clarity meets the audience's need for easy understanding by using plain language, organized structure,
and clear headings.
9. Identify how empathy can be demonstrated in content to address the audience's emotional
needs?

Empathy is demonstrated by acknowledging the audience's feelings, concerns, and experiences, creating
content that resonates emotionally.
10. Explain the role of credibility in meeting the needs of an audience

Credibility meets the audience's need for trustworthy information by backing up claims with credible
sources and accurate data.

Unit 3

1. Explain why using proper grammar and style is important in written communication

Using proper grammar and style is important because it ensures clear and effective communication, prevents
misunderstandings, and enhances the professionalism of your writing.

2. State how incorrect grammar and style negatively impacts the credibility of your writing

Incorrect grammar and style can undermine the credibility of your writing, leading readers to question the accuracy
and reliability of your information.

3. Discuss the role of sentence structure in conveying clear and organised ideas

Sentence structure organizes ideas, influences readability, and guides the flow of information in a logical manner.

4. Describe the difference between a simple sentence and a compound sentence.

A simple sentence consists of one independent clause, while a compound sentence includes two or more
independent clauses joined by a coordinating conjunction or semicolon.

5. Illustrate how varying sentence structures improve the flow and rhythm of your writing

Varying sentence structures prevents monotony and adds rhythm to the writing, keeping readers engaged.

6. Explain why conciseness is important in writing. How does it benefit the reader?

Conciseness in writing ensures that ideas are conveyed efficiently, preventing reader fatigue and making
information easier to grasp.

7. Define filler words, and why they should be minimized in your writing.

Filler words are unnecessary words that don't contribute meaning to the sentence. Minimizing them streamlines
writing and enhances clarity.
8. State how active voice can enhance the clarity and impact of your writing

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Active voice places the emphasis on the subject performing the action, making the writing more direct and
engaging.

Unit 4
1. What is the primary mode of communication involved in verbal communication?

Answer: c) Spoken words

2.Which of the following is an example of formal verbal communication?
Answer: b) Giving a presentation during a business meeting
3.How do vocal elements such as tone and pitch impact the interpretation of verbal messages?
Answer: c) They contribute to the overall meaning of the message
4.Which type of verbal communication involves addressing a larger audience and often includes
structured content?
Answer: c) Public speaking
5.Why is effective verbal communication crucial in a business context?
Answer: d) It ensures clear conveyance of ideas, instructions, and information
6.What are some strategies for enhancing verbal communication in a diverse team with different time
zones?
Answer: c) Foster a culture of active listening
7.Why is active listening an essential aspect of effective verbal communication?
Answer: c) It ensures accurate understanding and engagement
8.How does public speaking differ from casual conversations in terms of communication dynamics?
Answer: c) Public speaking involves addressing a larger audience
9.What role does nonverbal communication play in verbal communication?
Answer: c) It reinforces, and complements spoken messages
10.Why is it important to adapt communication styles in a diverse team?
Answer: c) It promotes inclusivity and understanding

Unit 5
1.What is the primary difference between a fact and an opinion?
Answer: a) Facts are objective, while opinions are subjective.
2.Why is assessing the currency of information important when evaluating sources?
Answer: d) The relevance of information changes over time.
3.What characterizes primary sources of information?
Answer: c) They are original materials created at the time of the event.
4.Which of the following is NOT a criterion of the CRAAP method for evaluating sources?
Answer: b) Reliability

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5.What does the "A" stand for in the CRAAP method?

Answer: b) Authoritative
6.When evaluating information sources, why is it important to consider the authority of the author or
source?
Answer: d) It helps determine the credibility and expertise of the source.
7.Why is assessing the purpose of a source crucial in the evaluation process?
Answer: c) It helps determine the context and intent behind the information.
8.What aspect of the CRAAP method focuses on the reliability and accuracy of the information?
Answer: d) Accuracy
9.When evaluating information, why is the relevance of the source to your research important?
Answer: c) Relevance ensures that the source aligns with your research topic.
10.What does the CRAAP method help individuals assess when evaluating sources?
Answer: d) The credibility and reliability of the source.

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References

• Cleary, S. (2020) Communication – A Hands on Approach (3rd edition). South Afrcia: Juta & Co.
• Filak, V. F. (2019) Dynamics of Media Writing: Adapt and Connect. Wisconsin-Oshkosh: Sage Publications
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• Filak, V. F. (2019) Exercises in Media Writing. Wisconsin-Oshkosh: Sage Publications Ltd. (Workbook)
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Bibliography

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