Professional Documents
Culture Documents
Soc Sci Module 4
Soc Sci Module 4
Soc Sci Module 4
Communication
Lesson 1 Communication
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“The more important thing in communication is
hearing what isn’t said.”
Peter Drucker
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Overview
If you think there is anything important in your life that does not involve communication,
go through this book and see if it makes you change your first thought, it will take only a
couple of minutes to know. In reality we do not think you will be able to come up with
any direction of life that does not involve communication and that would not be made
better by your ability to understand communication more better. We strongly believe
about the study of communication and that you can benefit from knowing more about
how communication works. We wrote this book partly because we believe that everyone
needs to know something about communication. The Basics of Communication: A
Method of Organizing will help you better understand—and even improve— your life
through better understanding communication.
Learning Competencies:
1. Identify the goals and scope of communication
(HUMSS_DIASS12-Ih-28)
2. demonstrate comprehension of the principles of communication
(HUMSS_DIASS12-Ih-29)
3. discuss the core values of communication
(HUMSS_DIASS12-Ih-30)
4. describe the elements and levels of the communication processes
(HUMSS_DIASS12-Ih-31)
1
What I Know
Directions: Please encircle the correct answer/s for each of the following questions.
1. Which of the following is an element that comprise the good communication
process?
A. Source B. Journalism
C. Effect D. Channel or medium
2. From the choices below, what are some reasons why people engage in
communication activities?
A. To relax B. To protest
C. To get news D. To express an opinion
4. From the choices below which one does not represent good journalism?
A. Truthfulness of information
B. Respect for privacy
C. Accepting gifts from people or institutions being reported about
D. Pictures showing children without cloths
2
7. From the choices below, what is the most important reason why organizations
engage in communication activities?
A. Promote sales of products
B. Build an image of the company
C. Criticize competitors
D. Publish results of performance evaluation of employees
9. Which of the following is the best reason why radio is a dominant medium of
mass communication?
A. Radio is cheap and readily available.
B. Audience can do other things while listening to the radio
C. One needs only good voice to become a radio announcer.
D. Radio is about companionship and the emotional connection of the
listener
10. From the choices below, which ones are characteristics of the new media?
A. One-way flow of communication
B. Interactivity
C. Users can also be producers of content
D. It is sightless or a viewless medium
Reference:The Padayon Series DIASS by: Dela Cruz, Fernandez, Melegrito & Valdez (Phoenix)
3
What’s New
1.1.1 Definition
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1.1.2 Goals of Communication
“The goal of communication is to send information—and the
understanding of that information—from one person or group to another person
or group. This communication process is divided into several basic parts: A
sender pass a message through a channel to the receiver.”
“Primary Goal of communication
1. Source
The source is the person or thing (living or non-living thing) making serious
attempt to share information. It is the origin of information (in Information
Theory, the source produce data that one would like to communicate) and an
ability to pass this information, through a channel, to a receiver.
2. Message
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produces meaning through several reason for judgement. First, there is the
object (maybe through being a local celebrity or was a famous student of
particular school). The second criterion would be his or her image, acting as a
symbol or representation of the meaning of the object (a well-dressed,
professional and successful person). The third criterion is interpretation or
marked meaning. If the object and image (and, in this case, speech) are
successful, then the audience will leave with an understanding of how to proceed
toward a life of personal achievement.
3. Encoding
4. Channel
An encoded message is delivered by the source through a channel. There are
numerous channel in similar ways: verbal, non-verbal, personal, non-personal,
etc. A channel could be the paper on which words are written, or the Internet
acting in the client-server model that is allowing you to read these words right
now.
5. Decoding
This is where listening, and reading directions carefully, makes its claim to be
recognized—decode with care, my friends. As we discussed in
encoding, communication is only successful when it results in both the source
and the receiver understands the same information. For this to happen, there
can be no errors in processing. For example, a first-grader sitting in on a lecture
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on different equations, i.e. decoding is impossible if the decoder cannot even
understand the message.
6. Receiver
At the end, the message is delivered to the receiver. A good communicator takes
the receiver and to be around the edge of reference into consideration; how they
will received and reacts based on common ground is shared, its their sense of
humor, and moral conduct, etc. All of these things will affect how the receiver
understand the messages.
7. Feedback
A better word will be “reaction” or “responses.” The source judges its success
based on the feedback it receives, so pay close attention. If Google‟s servers hit
something hard tomorrow, there would be a lot of unable to understand
sources. The same would be true if you have delivered a perfect marriage
proposal, only to receive a look of confusion and horror. And then there are
famous marketing bad experience, such as Aqua Teen Hunter Force‟s LED signs
that were mistakenly known as explosive devices. Feedback is the moment of
taking actions. Whether things go right or wrong, it serves as one of the most
important learning opportunities we have.
Source
Feedback Message
Receiver Encoding
Encoding Channel
8. Context
Context is simply the condition in which your message is presented. It is the
atmosphere, climate that exists when people communicate with each other. Not
necessary to say, context can easily make or break the effectiveness of
communication.
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1.1.3 Levels of Communication (from interpersonal to mass communication)
Key information
What’s More?
True or False
Directions: Read and understand the statements very carefully. Write TRUE if the
statement is true and FALSE if it is incorrect.
1. Praying is a form of communication.
2. People communicate only through words.
3. Communication leads to certain effect.
4. Children learn the social values of society like love of country through
communication processes that take place in their families.
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5. Birthday celebration is a form of communication.
6. Through communication people are mobilized to take part in political
processes such as elections.
7. When messages are sent to large audiences by an institution, mass
communication usually involves standardized content.
8. Mass communication usually involved standardization.
9. The absence of visual cues is a characteristic of computer-mediated
communication.
10. Communication involves a sender sending a message and to a receiver.
Reference: The Padayon Series DIASS by: Dela Cruz, Fernandez, Melegrito & Valdez
(Phoenix)
9
Activity 2 (Self-test)
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Score Comment
15-35
You need to keep working on your communication skills. You are not expressing
yourself clearly and you may not be receiving messages clearly and you may not be
receiving messages correctly, either. The good news is that, by paying close
attention to the way in which you communicate, you can improve your effectiveness
at work and enjoy better working relationships with your colleagues! The rest of this
article will direct you to some great tools for improving your communication skills.
36-55
You are capable communicator, but you sometimes experience communication
problems. Take the time to think about your approach to communication, and focus
on receiving messages effectively, as much as sending them. This will help to
improve your ability to communicate.
56-75
Excellent! You understand your role as communicator, both when you send
messages and when you receive them. You anticipate problems, and you choose
the right channel to communicate. People respect you for your ability to
communicate clearly and they appreciate your listening skills.
Reference: https://www.mindtools.com/pages/article/newsCS_99.htm
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Lesson 2 PROFESSIONALS AND
PRACTITIONERS OF
COMMUNICATION
Learning Competencies
1. Show understanding of the roles and functions of communicators and
journalists (HUMSS_DIASS12-Ij-32)
2. Identify specific work areas in which communicators and journalists work
(HUMSS_DIASS12-Ij-33)
3. Identify career opportunities for communicators and journalists
(HUMSS_DIASS12-Ij-34)
4. Value rights, responsibilities, and accountabilities
(HUMSS_DIASS12-Ij-35)
5. Distinguish between ethical and unethical behaviors among practitioners
(HUMSS _DIASS12-Ij-36
What I Know
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2. Which of the following is NOT an element of news?
A. Timeliness
B. Impact
C. Oddity
D. None of the above
4. This is the most important part of the front page, after the name of the newspaper.
A. Hammer headline
B. Fold
C. Ears
D. Banner headline
A. News
B. Editorial
C. Column
D. Feature
A. True
B. False
9. A feature article may do any of the following except
A. Entertain
B. Inform
C. Educate
D. Persuade
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10. Which of the following will best describe news?
https://www.proprofs.com/quiz-school/story.php?title=diagnostic-test-journalism
What’s New
A good journalist will collect facts, research and investigate the subject matter
based on a unique style, and formulate language that tells a story. This story will grab
the reader to such extent that both the unique style as well as the story are remembered
and recommended. In this day and age, however, gone are the days when a paper
landed on your doorstep bringing you the main source of news you looked forward to
reading with your morning coffee.
Photocredits: https://pixabay.com/images/search/journalism/
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Journalism refers to the gathering, reporting, and disseminating of news through
mass media. It is the system which arose to provide for society‟s need for
news and it arises from the citizens‟ right to have access to the fact and
opinion about matters of public interest, which are of importance to the
welfare, rights and duties as citizens.
Reference: The Padayon Series DIASS
Photocredit: https://pixabay.com/images/search/journalism/
Functions of Journalism are to Inform, Educate, Guide and Entertain. The press
performs a very important role as means of mass communication in the
modern world. The press tries to inform its reader objectively about what is
happening in their community, country and the world at large.
Photocredit: https://pixabay.com/images/search/journalism/
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Function No. 2 Increasing Public Awareness
Our public understanding work takes a variety of forms: press conferences, round
tables, articles written for exchanging of publications, and interviews with the
press. A good journalist who is well-connected will gather up facts, information
and research and write on subjects to increase understanding amongst readers
of all groups. A good journalist will develop personal style so it even becomes
recognizable with a group of people who read a particular newspaper or
magazine.
Entertainment journalism, however, has been growing very fast, maybe because
of the fact that we live in a loud noise culture society that is purely entertained by
media coverage of favorite actors, singers, etc., which is not trying to go out on a
part to redefine news or good quality reporting. Perhaps the silver lining is the
fact a reporter has the opportunity to meet a lot of celebrities.
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Rights that flow from the constitutional guarantee of freedom of the press:
1. The right to free access to all sources of information
2. The right to investigate stories that are of interest to the pubic
3. The right to protect the identity and confidentiality of one‟s sources
4. The right to publish stories without fear of punishment
Journalism & Mass Communication. Journalists work in all sorts of media and
industries. You'll find them practicing strategic communication as they work in:
advertising,
public relations,
marketing,
and in areas such as health care, politics, gaming, and entertainment.
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"first version of history," because journalists often record important events, creating
news articles on short deadlines.
What’s More
Instruction: Match the items in Column B with those in Column C. Indicate you answer in
Column A
A B C
1. Journalism‟s first a. To keep citizens informed about
obligation government and society
2. Main purpose of b. Stimulates the economy
journalism
3. A paid form of c. Advertising
communication
d. Right to protect the identity of
sources
e. Promotes stereotypes
4. Functions of Advertising f. Spin doctors
5. One of the rights of g. Trade shows
journalists
6. A tool of internal h. Crisis Management
communications (within
a company)
i. Not to ridicule persons due to
race, gender, etc
Reference:The Padayon Series DIASS by: Dela Cruz, Fernandez, Melegrito & Valdez
(Phoenix)
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Photocredit: https://pixabay.com/images/search/journalism/
Additional Activities
Photocredit: https://pixabay.com/images/search/journalism/
Procedures:
1. Look for any latest issue in the news or the internet and be familiar with it.
2. Listen and understand it carefully so that you will have an idea of what it
is all about.
3. Prepare possible questions you want to know about the issue, like if they
agree to it or not? What are the possible solutions or how can they solve
the issue?
4. Find at least 3-5 people to interview and have knowledge about the issue.
5. Orient the people to be interviewed before starting the interview.
6. Make the Principle of Conduct be your guide of the video.
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5. Edit and organize your work and save it.
6. Send it to the email indicated below.
Write a reflection paper about Activity 4. How do you feel about the activity?
What lessons have you learned about the activity?
Photocredit: https://pixabay.com/images/search/journalism/
What I Know
A. IS IT TRUE?.
Directions: Read and understand the statements very carefully. Write TRUE if the
statement is true and FALSE if it is incorrect.
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_2. Journalists should not value feelings and attitude when
communicating.
Directions: List down at least three questions, the things you are curious about in this
lesson which is the “Professional and Ethical Standards of Practitioners in the field
of Communication.”
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What is It?
Have you experienced that you have shared an information you heard from social
media but was found later wrong or incorrect? How was the experience? What would be
your reaction to the person who told you about it? These are some questions that may
help you realize about the importance of learning this lesson and as you journey in
learning, may you get some important insights that could help you in your daily life as a
learner. Have a fruitful journey in this lesson.
Important terms
1. Code is a set of laws ore regulations; a set of ideas or rules about how to behave in
accordance with the norms in the society. (Meriam Dictionary)
2. Freedom of expression and information- a right given by the constitution and
defined by the United Nations Declaration of Human Rights as stated below:
a. Article 15: The right to form, hold receive and impart opinions.
b. Article 16: Free and equal access to information inside and outside state borders.
c. Article 19: The freedom to hold opinions without interference and to seek, receive,
and impart information through any media.
BACKGROUND CHECK
JOURNALISM
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media practitioners. Among these are:
Truthfulness of Information
Clarity of Information
Prohibition of discrimination on the basis of race, ethnicity,religion, and other
characteristics
Respect for privacy
Prohibition of bribes and other benefits
Standards of gathering and presenting information
Respecting the integrity of sources
Defense of the public rights
Responsibilities in forming public opinion
The need to respect universal values and the diversity of cultures
The need to promote human rights, peace, social progress and democracy
Moreover, the Code of Ethics which were drawn by the Society of Professional
Journalists defined these principles as standards for professional and ethical
journalism practice as follows:
Seek truth and report it. Journalists should at always adhere to the accuracy and
honesty of the information. Be courageous to gather information, interpret it
correctly and report what has been gathered, analyzed and interpreted.
Minimize harm. Ethical journalists should treat the information, the subject and
other people they are having service with as human beings with dignity that has to
be respected.
Act Independently. Journalists should be free of obligation to any interests other
than the right of the public to know.
Be accountable. Journalists are accountable to whatever they have reported in
print or non-print materials. They are accountable to their readers, listeners, viewers
and to each other including to the organization they belong.
ADVERTISEMENT
The advertising industry makes also efforts to establish their own ethical standards. In
our country, the Advertising Board of the Philippines, the chief regulating board for all
the largest advertising associations which includes the Association of Accredited
Advertising Agencies has sought to craft code of ethics including the implementing
procedures to provide standards about advertisements should not do. Among these are
the following:
Undermine the public‟s regard for government, law, and duly constituted authority.
Exploit or tend to promote physical,verbal, or psychological violence or the use of
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deadly weapons.
Disparage, ridicule or attack any natural person or groups of persons especially on
the basis of gender, socio-economic class, religion,race, or nationality.Disparage,
ridicule or attack any natural person or groups of persons especially on the basis of
gender, socio-economic class, religion,race, or nationality.
Depict the actual act of drinking alcoholic beverages or smoking tobacco products.
PUBLIC RELATIONS
Public relations is a strategic communication process that builds strong mutual
understanding between and among people in any organization.
The Public Relations Society of America‟s Code of Ethics outline the principles and
standards of professional practice.
Example:
A member shall preserve the free flow of unprejudiced information when giving or
receiving gifts by ensuring that gifts are nominal,legal and infrequent.
The Public Relations Society of the Philippines also has its code of ethics. The
following are some of these:
Conduct professional way of life with the interests of the public as basic and primary
guide.
Conduct activities in full accordance with the accepted standards of trust, objectivity,
accuracy, and good taste.
Uphold the rule of law and the dictates of public order, public policy, morals and
good customs.
Refuse any form of valuable consideration for a service, involving the profession,
from anyone other than the clients or employers, even if it does not involve
conflicting interests,unless all interested parties give full consent.
Safeguard the confidence of our present and former clients or employers by keeping
trade secrets of or other information of similar or nature, unless a competent
government authority, by reason of national security or public policy, orders their
disclosure.
What’s More
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Activity A. HI FIVE!
After you have learned about Professional and Ethical Standards among practitioners in the
field of communication such as Journalism, Advertisement and about Public Relations. In your
notebook, write five things you have realized about their work and the importance of abiding to
their principles and codes of conduct.
Directions: Choose two advertisements that you can identify while watching any
Television program that does not violate ethical standards in advertising and explain
why it doesn‟t violate such.
Sample 1:
Name of Advertisement : _
Explanation:
_
_
_
_ _
Sample 2:
Name of Advertisement : _
Explanation:
_
_
_
_
What I can do
25
A. Read the news stories especially the front page of any newspaper. Cut out at least
three headlines including the picture and paste it in your notebook.Below it write your
short explanation about the functions of these stories in your life. Consider answering the
question such as how important knowing these issues in our society? What is your role in
solving or mitigating the problem. Use the sample
Sample :
Headline 1:
Picture
Headline 2:
Picture
Headline 3:
Picture
Explanation:
POST-TEST
A. IS IT TRUE?
Directions: Identify whether each statement is true or false. Write the word true/false as
your answer for each item on the space provided before each number.
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dictate of public order
_5. Seeking for truth in exchange of money or favor is one of the standards
of a professional journalist.
_6. Journalism serves as an independent monitor of power.
_7. Journalists must keep the news partial and bias..
_ 8.Journalists are accountable to their readers, listeners, viewers and each
other.
_9. Ethical journalists treat sources, subjects and colleagues as human
beings deserving of respect.
_10. Journalists should respect for privacy.
B. COMPLETE ME.
Directions: Complete the following statements by writing the missing word/words on the
blank or space provided.
1. One of the standards in the code of conduct of _is to conduct
activities in full accordance with the accepted standards of trust, objectivity, accuracy,
and good taste.
2. is a strategic communication process that builds strong mutual
relationship.
3. The first set of principles which the Philippines adopted to provide the journalists
certain professional conduct were published by the in 1923.
4. The serve as the umbrella of all advertising
associations in the Philippines.
5. The Society of Professional Journalists defined_ _ as standards for
professional and ethical journalism
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In this lesson, you are going to learn about the clientele and audiences in the
process and discipline of communication and to know how important it is to know our
audience when we communicate to them.
Welcome to Lesson 3. This lesson discusses the concept of “clientele and the
audience” in the discipline of communication and how are these terms being defined.
Here, you will learn about the varied needs of the different audiences such as the
individuals, groups or maybe organizations. There are some approaches that you will be
dealing into this lesson like the prism of theoretical approach and the uses of
gratification approach that may help you understand more about the processes of
communication.
What I Know
A. True or False.
Directions: Write the word clientele before the number if each statement is true and
audience if it is false.
3. One must convince the clientele and audiences to believe with what he is
saying.
4. The key for one to know which manner one should use to present the
delivery is first to identify the type of clientele or audience one is talking
to.
5. To know the audience one is talking to, one has to assess their
fundamental perception of the idea one is going to say.
7. Using the right words can help you to build strong, long-lasting client
relationship.
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_9. The more you know the audience, the easier you can make them not
know about any information about the society.
_10. When you know the race and ethnicity of the audience, you can use
these to influence them to forget their culture and adapt a new one
through communication.
B. MY IDEA.
Directions: Write your initial idea about what you already know about the topic,
audiences and clientele of communication.
_
_
_
_ _
_
_
_
_
_
_
__ _
29
Directions: Mark check (/) on the space provided before each number if the following
statements are needs of the following audiences/clientele when communicating namely,
individual, groups and organizations and community before each number and cross
it out (x) if not.
Community as Audience
2. Time
3. Judgment of culture
4.Information background
5. Right Language
6. Education
7. Deception
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What is It?
Audiences are also called receivers. They are formed by two factors which are:
1. Social context- people of the same background with shared culture, understanding
information needs.
2. Response to media content- audiences from news show, variety show, soap opera
and others.
To know the audience one who is talking to, one has to assess the fundamental
background like the awareness and knowledge of the audience of the idea to be
presented. For example if the speaker knows already that the audience has already
several knowledge about the topic then he/she has to provide more explanations, facts
and examples to support his/her points for the audience to be convinced and
persuaded.
Media sociologist Denis McQuail (1997) noted some ways to define who are the
audience namely:
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1. Individuals as Audience
Every day you engage in a communication. As one one cannot escape it along the
different levels of communication whether intrapersonal, interpersonal or in mass media.
We do this of different reasons. People communicate to be informed and to inform, to
gain guidance for one‟s own opinion and to have an identity or be a member within a
group.
Research says that among the benefits one gets from communication are the following:
2.1 To inform. It is communicating to the audience like what you can do for them or
what advice you could give them or vice versa.
2.4 To present and idea. In an organization presenting an idea is a need but one
has to know also the correct manner in presenting it.
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3. Community as Audience
Community is the most organic place we do communication. When you go out from
your house and interact with your friends, your neighbor or to everyone in your place
you do communication to them. But you still have to know that in the discipline of
communication when you consider the community as your audience you need to
remember the following needs:
What’s More
Directions: Complete the IRF chart below. Answer your initial idea about the question “
Who is the audience? ”After reading the discussion above answer the revised idea and
before this lesson ends go back to this chart and answer your final idea.
Initial Idea:
Revised Idea:
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Final Idea:
B. Firming Up
Directions: Analyze the following communication activities in the diagram and write you
answer inside each circle which poses a question. Do this one in your notebook. A
sample organizer is provided on the next page.
Sample:
Why do Why do
people PEOPLE
listen to watch TV?
Radio?
Communication Activities
Why do
people use
facebook,
twitter, and
others?
34
What I have Learned
In the study of the discipline of communication, you have to consider that you
know what type or group of audience you are sending the message or information.
There is a need to identify this to have a successful and more effective exchange of
messages.
What I can do
A. On the Net. Directions: Visit the link below and try to read the variety of
communication media which organizations can use to fulfill the needs in a group or
organization. Print this out and write a short analysis of it.
POST TEST
A. communicationology
B. communology
C. communipology
D. communicology
A. superiority
B. prejudice
C. empathy
D. shyness
_3. The following are needs of audience in a group except _ .
A. to inform
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B. to promote conflicts
C. to build understanding
D. to present an idea
_4. This is a type of audience that consists only of one person.
A. single
B. community
C. group
D. organization
_5. Using this correctly can help to build strong relationship to clients or audience.
A. time
B. space
C. efforts
D. words
_6. The following are the three types of audiences except _ _.
A. individual B. group
C. community D. journalists
_7. When you communicate to the community as audience you need to consider
the following needs except _ _.
C. pride D. education
_8. This helps in removing physical barriers between the speaker and the
audience.
group except_ .
A. prevent misunderstandings
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B. to present a point of view
C. to inform
D. to increase barriers between groups and individuals.
A. individuals
B. people in the community
C. personal Computers
D. groups and Organizations
B. TRUE OR FALSE.
Directions: Write the word True before the number if each statement is true and False if
it is not.
2.Using the right words can help you to build strong, long-lasting client
relationship.
_4.The more you know the audience, the easier you can make them
_5. When you know the race and ethnicity of the audience, you can
use these to influence them to forget their culture and adapt a new
or she is saying.
9. The key, for one to know which manner one should use to present
37
the delivery is first to identify the type of clientele or audience one is
talking to.
10. To know the audience one is talking to, one has to assess their
fundamental perception of the idea one is going to say.
38
Lesson 4 Settings, Processes,
Methods and Tools
in the discipline of
Communication
This lesson is divided into three subtopics namely, the communication settings, the
communication process and the tools of communication.
In this lesson, I want you to deepen more your understanding about the discipline of
communication. Examine carefully how are these settings differ from one another and
the tools used.
Learning Competencies:
What I Know
A. True or False.
Directions:Mark check (/) on the space provided before the number if the statement is
true and cross it out (x) if it is false.
39
3. A responsible and responsive government provides its citizens with timely,
accurate, clear, and complete information about its programs, services, and
policies.
4. Government has only one function and that is to provide economic needs to its
citizens.
11. Interpersonal channels are more likely to meet specific needs of organizational
members in overcoming risk and complexity associated with change.
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What is It?
1. Communication in Government
It could either be in oral or written in all formal activities. As such it could also be
active where it provides all general information in an organized fashion to the public for
all activities of the government are planned, systematic and financed. On the other
hand, it is passive when the administration transmit information to any individual, group
or organization who request under certain provisions in the law access to information.
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2. Communication in Civil Society
Communication done by a Non-government organizations (NGOs) is an example of
this setting. Different advocacies like Greenpeace, animal rights, environmental
protection are examples of these.
4. Other Settings
c. Online communication- done in social networking sites like fb, twitter, etc.
Tools of Communication
Process of Communication
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Terms in the Communication Process
What’s More
Directions: Recall the days you had undergone a communication with any of the settings
of communication, if not, ask somebody from your community who has an experience
and ask him to help you in doing this activity. Using the table below, answer the
questions provided in each of the following:
Office of the
Barangay
(Government )
43
Private sector
(any business
industry)
Civil Society
(Labor unions
Non-profit
organizations
Churches)
44
Firming Up
Activity B.
Government
Sector
45
What I have Learned
Do remember that right tools and methods in communication go with the right
settings and processes. When we communicate to someone let us consider the
place or setting rightful to what message or information we want to deliver. What
information we will say, how we transmit that information and to what setting should
we say that information or message need to be considered when we are doing
communication.
What I can do
A. On the News. Listen to your local radio station and write one news that you
heard from it. Below the news, explain why and how a local government should
communicate to its citizens about what happened.
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POST TEST
A. TRUE OR FALSE.
Put a (/) on the space provided before the number if the statement is TRUE and (x) if it
is FALSE.
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B. MULTIPLE CHOICE.
interference.
6. This is a tool of communication where one can read it using newspapers and letters.
7. This is a term which is used to refer to communication process where sending and
10. This a process of communication where the transmitter send messages from more
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Lesson 6 Communication Media
Channels
In the previous lesson, you have learned about the settings, processes, methods
and tools of communication by which you knew that communication happens
everywhere but there are specific settings where communication takes place. It could be
in the government, in the private sectors, in the civil society, in the school and or in the
community. Mainly, media channels have to be appropriate in a specific setting where
information and messages are correct and reliable.
This lesson discusses the concept of “clientele and the audience” in the discipline of
communication and how are these terms related with each other. Here, you will learn
about the varied needs of the different audiences such as the individuals, groups or
maybe organizations. There are some approaches that you will be dealing into this
lesson like the prism of theoretical approach and the uses of gratification approach that
may help you understand more about the processes of communication.
Learning Competency:
What I Know
A. True or False.
Directions: Mark check (/) on the space provided before the number if the statement is
true and cross it out (x) if it is false.
_1. Social media is more reliable to use than newspaper when it comes to
national news.
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_3. One example of print media is newspaper.
continue to flourish.
_8. The use of radio is cheaper and more affordable to rural areas.
_10. Social media are more interactive than the use of television and radio.
_14. A good newspaper must only have news stories in all sections.
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What is It?
What do you usually do if you want to know about an incident that happened in your
place? Aside from asking people, do you listen to radio? Or watch news on TV? Or
maybe you just search information or news in the internet? Or maybe call somebody
from long distance to confirm something or make conversation. In this lesson, you will
be learning some keywords and ideas about this topic to know the media channels or
the methods used on how information travels from one source to another.
a. Print media includes newspaper and publication which tell about news stories,
opinions, businesses and advertisements.
b. Broadcast media comes in a form of radio and television where it is more
influential and dominant to transmit news and information.
2. New Media is a term which refers to all that is related to the use of internet and the
interplay between technology, images and sound that help improve the process of
communication especially in the advent of the 21st century.
a. Social media is a subset of new media which dominated much of the world
populace and seen most influential medium of communication especially to teenagers.
Internet is a must in this channel where it does not only cover a portion in a certain
place but it can reach anyone in the globe as long as there is internet. Examples of
these are:
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Virtual games (DOTA, Mobile legends, Cross-fire, Rules of Survival, and others)
Technologies (blogs, email, instant messaging)
What’s More
Directions: Write down the benefits one can get in using the following channels of
communication below. Use the table below in answering.
Radio
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Television
Social media
Newspaper
Telephone/Cellphone
Processing Questions:
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Firming Up
Activity B.
Directions: If you want to educate everyone about the proper use of social media, what
form of media channel can make the process of communication effectively to reach out
big number of people. Choose two ( media channels) and write your explanation about
it.
1.
2.
Let us remember that the information and messages we want to transmit to the
intended audience for it to be reliable need to use the appropriate media channel
same true as we want to get the reliable information and messages we need.
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What I can do
A. On the Net.
Directions: Visit the link below and try to write five things that explain the i
POST TEST
A. MULTIPLE CHOICE.
Directions: Carefully read the statements below. Use the choices in the box for your
answers. Write only the letter of the correct answer before each number.
1. This refers to the specific methods of how information is transmitted to the intended
audience.
2. This is a type of media channel which includes print, radio, and television.
3. Youtube is an example of this type of media.
4. The use of newspaper is an example of _.
5. The use of television to transmit information or news is an example of _.
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6. Social media is an powerful tools to influence a large number of people
behavior.
7. Television‟s main strength is transmitting live images and sounds.
8. The use of radio is cheaper and more affordable to rural areas.
9. Radio can be located and be plugged anywhere.
10.Entertainment is one of the function of television.
11.Newspapers should have not contain only news but also of opinions,
stories and advertisements.
_12.Mass media can either be print or broadcast.
_13. One example of print media is newspaper.
_14. New media covers a set of applied communication technologies that
continue to evolve. It is used to refer to the new interactive forms of
communication that people use nowadays.
15. Blogs, email and instant messaging are examples of social media.
C. Fill me in.
1. _
_
How to overcome:
2. _
3. How to overcome:
_
_
_
3. _
How to overcome:
_
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References:
Copyright 2016
Copyright 2016
Copyright 2016
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MODULE 4 LESSON 1
PRETEST
1. True 6. False
2. False 7. False
3. False 8. True
4. True 9. True
5. True 10. False
POST-TEST
Test A.
1. True 6. True
2. False 7. False
3. True 8. True
4. True 9. True
5. False 10. True
Test B.
1. Public Relations Society of the Philippines
2. Public Relations
3. American Society of Newspaper Editors
4. Advertising Board of the Philippines
5. Principles
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MODULE 4 LESSON 2
Communication Pre-test
1. D
2. C
3. B
4. C
5. A
6. B
7. E
8. C
9. A
10. B
Communication - Activity 1
1. True
2. False
3. True
4. True
5. True
6. True
7. True
8. False
9. False
10. True
A. Own Expectation
1. A
2. D
3. A
4. A
5. A
6. B
7. D
8. B
9. D
10. A
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Journalism- Activity 3
1. I
2. A
3. C
4. B
5. D
6. E
MODULE 4 LESSON 3
PRETEST
A. True or False
1. Clientele 6. Clientele
2. Clientele 7. Clientele
3. Clientele 8. Audience
4. Clientele 9. Audience
5. Clientele 10. Audience
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POST TEST
1. D 6. D
2. C 7. C
3. B 8. C
4. A 9. D
5. D 10. C
B. True or False
1. True
2. True
3. False
4. False
5. False
6. True
7. True
8. True
9. True
10. True
MODULE 4 LESSON 4
PRETEST
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POST TEST
1. True
2. True
3. True
4. True
5. True
6. False
7. False
8. True
9. False
10. True
1. A
2. C
3. B
4. C
5. A
6. A
7. C
8. B
9. D
10. A
MODULE 4 LESSON 5
1. False
2. True
3. True
4. True
5. True
6. True
7. True
8. True
9. True
10. True
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11. True
12. True
13. True
14. False
15. True
POST TEST
Test A. Multiple Choice.
1. A
2. B
3. B
4. C
5. D
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