DIASS GRADE 12 QUARTER 2

SAINT JOSEPH ACADEMY

of San Jose, Batangas Incorporated
Tel Nos. (043) 726-2111 / (043) 726-3652
Email address:stjosephacademy1949@yahoo.com

FIRST QUARTER, S.Y. 2020 – 2021 SENIOR

HIGH SCHOOL

LEARNING MODULE
in

NAME of the LEARNER:

GRADE and SECTION: GRADE 12 - HUMSS

Aguinaldo/Jacinto

MODULE NUMBER: 1 - 2nd Quarter

INCLUSIVE DATES: November 2-6, 20120

ADVISER: Ms. Wendy G. Valencia/Mrs. Josefina M. Morales

CONTACT NUMBER: 09329418945/09292437330

SUBJECT TEACHER: MR. Mark Jerome P.

Luna/Engr.Rafael E. Aquino
CONTACT NUMBER: 09295115325 & 09770060057/
(GLOBE) 09171848422

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 DIASS GRADE 12 QUARTER 2

DAY

AUDIENCES AND THEIR COMMUNICATION

NEEDS
WHO IS THE AUDIENCE?
The people who watch television shows, read the news, watch a film, and so on comprise the audience.
What these groups of individuals have in common is their use of a particular medium and its content. To refer
back to the linear model of the mass communication processes (source, message, channel, receiver, effect)
“audience” is the collective term for the “receivers”.

Audiences are formed from either or both of two factors: social context (people from the same background leads
to shared cultural interests, understandings and information needs) and a response to media content (news,
show, variety show, soap opera, etc).

The media sociologist Denis McQuail has noted that an audience can be defined in different and
overlapping ways, namely:

 By place: as in the audience of case of a community newspaper

 By people: as when media content appeals to a certain age group, gender, political belief, or income
category
 By the particular type of medium or channel involved: the audience of radio may differ from the
audience of television
 By the content of the message of a medium: talk shows and soap operas may have different audiences
 By times: as in daytime, primetime, or weekend audiences.

Activity 1.1 - VIDEO

Using your gadgets, go to youtube.com and watch the video on the link:
https://www.youtube.com/watch?v=Sc9DlJdjaIQ. Write 5 things of what audience do during the concert
of Justin Beiber.

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 DIASS GRADE 12 QUARTER 2

DAY
INDIVIDUALS AS AUDIENCE
You and I as individuals engage in communication along the different levels of intrapersonal,
interpersonal, and mass communication. We do for a variety of reasons.
The inventory of tasks of communication and media in society (Section 1.2) can similarly be used
to identify an individual’s need to engage in communication. People communicate, to inform and be
informed, to persuade and obtain guidance for one’s own opinions, to articulate and foster one’s identity
and membership of a cultural or social group (for instance by taking part in community activities), to
entertain and be entertained and for other reasons. McQuail (1972) provided a typology for media-person
interactions, as follows:
 Diversion: escapes from routine or problems, emotional release
 Personal relationships: companionship, social utility
 Personal identity: self-reference, reality exploration, value reinforcement
 Surveillance: information seeking

Moreover, it has been proposed that media use can be explained by the gratifications which an
individual derives from it. This notion is based on the idea that audiences are formed on the basis of
similarities of individual need, interest, and taste, many of which appear to have a social or psychological
origin. Typical of such needs are for information, relaxation, companionship, diversion or escape. This
explanation belongs to a research tradition known as the uses and gratifications approach. Research
findings show that among the gratifications which audiences have derived from using the media are:

 Information and education

 Guidance and advice
 Diversion and relaxation
 Social contact: includes managing relations with others, conversation, identification with role
models, sharing activity, vicarious companionship
 Value reinforcement
 Cultural satisfaction
 Emotional release
 Identity formation and confirmation
 Lifestyle expression
 Security
 Sexual arousal
 Filling time

Mass media are increasingly guided by audience research in making decisions about what
content, what program at a particular hour, whether to cover a story live or not, etc. Similarly,
advertisers make decisions on the basis of information about the audience of a particular medium or
program, at a particular time. Thus research methods have been developed to supply advertisers with
the information they need to sell products and audience research companies have emerged to
conduct the research that provide such data. A.C. Nielsen is a leading audience research company
that conducts research on audiences for print, television, and online media.

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 DIASS GRADE 12 QUARTER 2

GROUPS AND ORGANIZATIONS AS AUDIENCE

Like individuals, organizations communicate with others for a variety of reasons. Experts on
communication planning have identified the communication needs of organizations as follows (Inett and
Shewchuk, 2003):

 To inform: You may need to let interested parties know who you are, what you can do for them, what
they can do to help you, or even just how to get in touch.
 To build understanding or change behavior: You may want to encourage others to think, act, or feel a
certain way; to stop smoking, for example. This can involve appealing to feelings, self-interest, or a
person’s imagination.
 To resolve conflict or prevent misunderstandings: Even a small misunderstanding can create large
problems for your organization. You can ensure good communication by putting yourself in your
audience’s position, paying attention to their needs, and getting to know them.
 To present a point of view or protect an image: Often, this is all you need to do to accomplish your goal.
 To lower barriers between groups and individuals: These barriers may range from information overload
to suspicion and prejudice.

DAY
Among the wide variety of communication media which organizations can use to fulfill communication
needs are (Ibid):
 Paid Advertising
Print – newspapers, magazines; good for conveying details
Radio – effective if carefully targeted
Television – effective in reaching broad target audiences; expensive
Outdoor – good for mobile audiences
Transit ads – good for urban audiences
Mall displays – good for consumer targeting
 Print Materials
Brochures/ pamphlets/ publications – good communication tools if they are targeted to
those who need the information and are open to the message
Posters – highly visible for a long time; can suggest a special occasion
Newsletters – a good communications tool when targeted carefully
Annual report – important corporate information
 Media relations ( an indirect communication)
Regular contact with journalists
Mailing lists – must be well maintained
One-on-one interviews with the media
Meeting with editorial boards
News releases – print
Electronic releases – video, audio
News conferences
Talk shows
Information kits – background information
Letters to the editor
Issue spokesperson – having someone available to speak about an issue or
announcement
Feature articles

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 DIASS GRADE 12 QUARTER 2
Website postings
 Public Service Announcement (PSA’S)
Cable television and radio often accept community PSA’s
 Community Relations
Direct mail – direct, expensive
Public speaking – very effective personal contact; needs time commitment
AV presentations – provide a dramatic message
Personal contacts – effective: time consuming
Public meetings – bring people together; can provide competition or opposition with a
platform
Site tours – provide in-depth information; can eliminate suspicions
Educational opportunities – visit classrooms; meet with teachers
Sponsorship opportunities
 Government Relations
Regular contact with key officials
Add government officials/ offices to your mailing list
Briefings/ briefing documents
 Organization/ Corporate Communications
Spokesperson
Speeches
Special events
Displays
Trade shows or special client-group meetings
Annual and other reports
Annual meetings
 Internal communications
Meetings
Newsletters
Employee annual report
Information in pay envelopes
Letters sent to employee’s homes
Bulletin board messages
Electronic mail messages
Employee special events

DAY
ACTIVITY 1.2 - ASSESSMENT.
Answer the following questions. Select the letter of the best answer of your choice.

1. The following are gratifications which audiences have derived from using the media except:
A. Emotional release C. Diversion and relaxation
B. Filling time D. Developing scare and emotional stress
2. The following are communication needs of organizations except:
A. To inform
B. To present a point of view or protect an image
C. To warn the members of the harm of communicating with others

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 DIASS GRADE 12 QUARTER 2
D. To present a point of view or protect an image
3. A typology for media-person interactions:
A. Diversion C. Surveillance
B. Personal relationships D. All of the above
4. An example of the wide variety of communication media which organizations can use to fulfill
communication needs in media relations:
A. Talk shows C. Public speaking
B. Posters D. Special Events
5. The following are audience classification except:
A. By interest C. By marital status
B. By place D. By gender

ACTIVITY 1.3 - WHAT KIND OF AUDIENCE AM I?

In your own words, describe yourself as “an individual as an audience” in 10 sentences. Submit your
answer in Google classroom.

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