M1: Multicultural & Digital Communication in Global Tourism Flashcards

This flashcard set provides vocabulary and key concepts from Module 1 of Purposive Communication, focusing on tourism models, effective service communication, linguistic frameworks like Kachru's circles, and multimodal visual analysis.

Shannon-Weaver Model of Communication (1949)

A linear model originally developed by Claude Shannon and Warren Weaver to optimize telephone transmission, used in tourism to understand the transmission process between a host and a guest.

Sender (The Host/Destination Authority)

The originator of the message, such as a front desk officer, LGU-licensed tour guide, or the Department of Tourism (DOT Region VI) regional office.

Encoder

The process of packaging abstract concepts like cultural heritage or safety protocols into symbols, visual iconography, or language.

Noise

Interference that distorts or degrades a message; includes physical (acoustic), technical (digital), and semantic (cultural/jargon) categories.

Feedback Loop

The verification mechanism that tells the sender if a message was accurately received, ranging from immediate body language to delayed digital reviews on TripAdvisor.

Clear (9 Cs)

A dimension of effective service communication using simple, direct language free of ambiguous terms or unnecessary technical jargon.

Concrete (9 Cs)

A communication dimension providing exact numbers, precise locations, and explicit schedules rather than vague estimates.

Courteous (9 Cs)

A dimension focused on projecting genuine warmth, politeness, and respect through tone, phrasing, and posture.

Malambing (Kalamambing)

A gentle, soft-spoken, and caring communication style characteristic of Hiligaynon culture and Iloilo's 'City of Love' brand identity.

Iloilo International Airport (Cabatuan)

The primary air gateway for Western Visayas (Region VI) handling domestic flights and international charter connections.

Kachru's Three Concentric Circles (1985)

A framework by linguist Braj Kachru explaining the spread of English into Inner, Outer, and Expanding circles.

Inner Circle

Nations like the USA, UK, and Australia where English is the primary native language ($L1$).

Outer Circle

Post-colonial or multilingual nations like the Philippines and Singapore where English is an official institutional language with recognized regional norms.

Expanding Circle

Nations like South Korea, Japan, and China where English is learned strictly as a foreign language ($EFL$) for international business and travel.

Micro-Copy

Short, action-oriented digital interface text (e.g., 'Book Now', 'Pay at Property') that guides user behavior and sets transactional expectations.

Hiligaynon (Ilonggo)

The primary regional language of Iloilo City, Guimaras, and Negros Occidental, known for its soft, melodious intonation.

Kinaray-a

The ancestral language of Panay Island, crucial for eco-tourism and adventure tourism in Central and Southern Iloilo and Antique Province.

High-Context Cultures

Cultures like the Philippines and Japan where communication is indirect and layered, and meaning is often read 'between the lines'.

Low-Context Cultures

Cultures like Germany and the USA where communication is direct, explicit, and literal, valuing efficiency and rule adherence.

Power Distance Index (PDI)

Developed by Geert Hofstede, it measures the degree to which less powerful members of a society expect and accept that power is distributed unequally.

Monochronic Time

A view of time as linear, rigid, and schedule-driven ($\text{Time is money}$), typical of Low-Context cultures.

Salience

In visual grammar, the element in an image that attracts the viewer's attention first through size, color contrast, or placement.

Demand Image (Gaze)

A visual where the human subject looks directly into the camera lens to establish a direct emotional connection with the viewer.

Offer Image (Gaze)

A visual where the subject looks away from the camera, allowing the viewer to objectively observe the scene.

Greenwashing

The practice of making misleading or untruthful claims about the environmental benefits of a tourism product to appear sustainable.

SDG 12

United Nations Sustainable Development Goal 12, which focuses on Responsible Consumption and Production.

Taklong Island National Marine Reserve (TINMR)

A protected marine sanctuary in Guimaras consisting of mangrove forests and coral reefs vulnerable to anchor damage and pollution.

Gender-Inclusive Language

The use of professional, neutral terms (e.g., 'Server' instead of 'Waiter', 'Guest' instead of 'Sir/Ma'am') to ensure diversity and respect.