1. Principles of Communication
Dusit Thani College
Principles of Communication

2. Principles of Communication
Unit 1: Fundamentals of Communication

3. Objectives Following this class you will be able to:
Describe language as a mechanism of communication
Describe developments in the study of language
Understand and use a range of linguistic terms
Discuss relationships between language and culture
Consider implications for the Hospitality Industry

4. 1.4 The Definition of Language
The word ‘language’ can have different meanings:
The concept of collecting and sending of information
A system for those concepts; like French, English, Thai
A formal system of rules of grammar
A mechanism for communication
A system for cooperation
The infinite set of utterances for finite elements; animals don’t have this ability

5. World Languages

7. World Languages

8. 1.5 The Study of Language
Linguistics, has been developing into a science for more than years…
…from Pāṇini’s ‘Sanskrit’…
…to Sibawayh’s ‘Al-kitab fi al-nahw’…
…to Plato’s ‘Cratylus dialogue’

9. 1.6 Language and Its Parts
Language has three parts: signs, meanings, and codes and
is analyzed through the following studies:
Semiotics = how signs and meanings are used
Syntax = the grammar rules of a system
Semantics = meaning of the signs, words, phrases
Specific signs are assigned to show those meanings easier…

10. 1.6 Language and Its Parts Phonology studies how we create meaning
Phonetics studies how we form sounds
Those sounds are phonemes, or syllables:
Vowels
Consonants

11. Phonetics for English Consonants (IPA)

12. Phonetics for Thai Consonants (IPA)

13. Phonemes - Vowel Sounds
Short vowel sounds e o u a i
use single vowels
b a t
bilabial plosive
/ æ /
dental plosive
Long vowel sounds
use combinations of vowels
n i c e
/ aɪ /

14. Phonemes - Vowel Sounds
Long vowel sounds
n i c e
use combinations of vowels
r i c e
r i d e
Alternative spellings:
f r i e d
(same sound)
f i g h t
/ aɪ /
h e i g h t
c r y

15. Quick Game Fay and Jane play on the same day.
On the sheet provided:
Write as many words as you can using the LONG VOWEL sound provided.
Think of different ways to spell the sound and write as many words using these spelling
For a bonus point, write a sentence using as many of these words as you can
Fay and Jane play on the same day.
Nope! I won’t throw the toad!
Eve needs to see the team.
The cute blue goose flew to the moon.

16. Considerations / Restrictions
We have seen many vowel and consonant combinations (phonemes).
However, the construction of English does provide limitations.
For example:
/ŋ/, as in sing, occurs only at the end of a syllable, never at the beginning
such as in Thai ( ngu – snake – งู, or ngoen – money – เงิน)
/h/ occurs only before vowels and at the beginning of a syllable, never at the end
(a few languages, such as Arabic, or Romanian allow /h/ syllable-finally)
Anomalies
tough
dough
cough
bow
bow

17. 1.6 Language and Its Parts dis ing dis ing
Morphemes are meaningful elements in a language.
They can either be FREE or BOUND.
If they are FREE, they are called WORDS.
If they are BOUND, they are called AFFIXES.
Two types:
dis
PREFIX
Positioned BEFORE a word
satisfy
satisfy
ing
SUFFIX
Positioned AFTER a word
dis
ing
COMBINATIONS
satisfy

18. 1.6 Language and Its Parts
The rules for this use of morphemes is called morphology…
Syntax then gives rules for using multiple morphologic forms in a statement structure.
AFFIXES
(suffixes)
WORD

19. 1.6 Language and Its Parts
Grammar is the study of the SYSTEM of languages.
It provides RULES for combining MORPHEMES to create further meaning,
through PHRASES and SENTENCES.
We then use word classes (or parts of speech) for those grammar rules… such as nouns (the subject of a statement) and verbs (the action).
Sally runs.
Sally throws a ball.
subject
predicate (verb)
subject
verb
object
intransitive (no object)
transitive (has object)

20. 1.6 Language and Its Parts Syntax
“the way that words and phrases are put together to form sentences in a language; the rules of grammar for this” Oxford Advanced Learner’s Dictionary
Determiner:
‘used to qualify nouns’ e.g., the, a, his, your, two, etc.

21. You will be given a complete sentence structure.
Syntax Activity
Noun Phrase (subject)
You will be given a complete sentence structure.
You must identify/position the ‘syntactic’ components.
Using the shaded vocab cards, create a meaningful sentence.

22. PP Prepositional Phrase
Syntax Activity
Sentence
Noun Phrase
(subject)
Verb Phrase
(predicate)
DET
Determiner
N Noun
V Verb NP
Noun Phrase
ADV
Adverb
PP Prepositional Phrase
DET Determiner N
Noun
PREP Preposition NP
Noun Phrase
DET Determiner N
Noun
The
father
saw
his
son
instantly at
the
market

23. 1.7 Language and Culture
Language and culture are very closely intertwined.
We perceive only what our language allows us.
Our language controls our world view.
Speakers of different languages have different
world views.
Studies of language and culture consider:
Socio-linguistics
Ethno-linguistics
Linguistic Anthropology

24. 1.7 Language and Culture social class gender age rank education
Humans use language as a way of signaling identity with one cultural group and difference from others.
Languages do not differ only in pronunciation, vocabulary and grammar but also ‘speaking cultures’.
Language practice can be used based on cultural norms:
social class
gender
age
rank
education
‘kinship’

25. 1.7 Language and Culture They connect for speech and behavior, like…
Formal Conversation (“Yes, I would like some water.”)
Informal Conversation (“Yeah, gimme some water.”)
Slang (“Yo! I’m dyin of thirst o’er ere!”)
Hierarchy Vocabulary (“Nong Wit” or “Pee Wit”)
Gender (“Krup” or “Ka”)
Communication must be adapted in order to be understood.

26. 1.7 Language and Culture MAXIMISE YOUR UNDERSTANDING
The Hospitality Industry
provides for
MORE LANGUAGES AND CULTURES
exposure and experience
than ANY other!
So, it is ESSENTIAL
that YOU
MAXIMISE YOUR UNDERSTANDING

27. Summary Today you have learned how to:
Describe language as a mechanism of communication
Describe developments in the study of language
Understand and use a range of linguistic terms
Discuss relationships between language and culture
Consider implications for the Hospitality Industry

28. BREAK!
Now, take a 30-minute break and then return to the class to work on your hand-out.
Take a break!

29. Handout Review
You will now be given a handout with comprehension questions.
Use the book and the notes you’ve taken to answer the questions as best as possible.
You have 45-minutes to complete the handouts and return
them to the instructor at the end of class.

30. HOMEWORK!
Read Unit 2 and complete sections 2.1 Key Vocabulary and Chapter 2 Review: Case Study.