Purposive Communication in Higher Education: Linguistic Investigation of Students’ Practices

This study examined the linguistic usage patterns of university students enrolled in the Purposive Communication course during the 2023–2024 academic year at Northern Iloilo State University – Ajuy Campus across sex and academic program. A descriptive research design was employed, and data were collected through a researcher-developed questionnaire that underwent validation and reliability testing. A total of 260 students were randomly selected as respondents. Statistical analyses, including independent t-tests and Chi-Square Tests were used. The findings revealed that students from the Education and Criminology programs predominantly favored Hiligaynon, whereas Hospitality and Business and Management programs exhibited a more balanced used of Hiligaynon, English, and Filipino. Moreover, linguistic preferences were significantly influenced by academic program indicating contextual factor contributed to distinct communication patterns. In contrast, sex did not produce statistically significant differences in language usage. These results underscore the importance of recognizing and accommodating the linguistic diversity present within the university setting. The study highlighted the need for differentiated instructional strategies that align with students’ sociocultural contexts and encourage to integrate pedagogical approaches that foster multilingual proficiency, including activities that promote linguistic analysis, practical language application, and positive attitudes toward language learning to enhancing the communicative competence. Keywords: Linguistic Used, University Students, and Purposive Communication