UNIT 4

Communication

Communication plays a major role in our lives. It helps us relate to others and solve

problems. It can also improve the way we see ourselves and the way others perceived

us. Most importantly, communication can make life more exciting and help us succeed

in our respective professional lives. This unit introduces the discipline of communication.

It discusses the nature and functions of communication, and the vital elements of

communication to take place. It also tackles how communication may vary according to

different models and levels or contexts.

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 Lesson 9
Nature and Importance of Communication

INTRODUCTION
Welcome to the first lesson on Communication!

In this lesson, we will study the discipline of communication. Because while we

instinctively know what communicating is about, and what communication is all about,
defining it is not as easy as it seems to be.

Essential Question:
How can our knowledge about communication help us cope with the pandemic?

E
In this lesson, you are expected to:
 Identify the goals and scope of communication
 Describe the elements of the communication
 Explain the principles of communication
 Describe the levels of the communication processes
 Illustrate the different processes and methods involved in undertaking
communication

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EXPLORE

Self-Reflection:
How was your communication with your classmates and friends during the
course of this pandemic? What stuffs do you talk about? What platforms do
you use when communicating with them? What disrupts or obstruct your
messages and theirs?

Communication is the process of transferring information and understanding from

one person to another (Newstorm, 2007). Understanding requires perceiving,
interpreting, and comprehending the meaning of verbal and non-verbal behavior. In
communication, one also makes sure that the receiver understands his or her message
as intended. Person and Nelson (2000) claims that communication entails not only
comprehending but also sharing the meaning of messages. This is, in fact, seen in the
etymology of the term “communication.” It came from the word communicare which
means “to make common” or “to share.” Sharing is an interaction between people to
exchange meaning with each other. Communication becomes a way of reaching others
by transmitting ideas, facts, thoughts, feelings and ideas. When effective, communication
creates a bridge of meaning between two people, enabling them to share their knowledge
and sentiments with each other, and establish a common understanding of messages.

Self-Reflection:
There’s a quotation saying Great minds discuss ideas; average minds
discuss events; small minds discuss people. Do you agree or disagree with
this conclusion? Why? On a day-to-day basic, what do you often discuss with
other people?

Pearson and Nelson (2002) identified the how communication takes place through
its basic elements: the people, messages, feedback, channels, code, encoding and
decoding, and noise.

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People
People serve as both the sources and receivers of the message. The source is
where the message comes from, and the receiver is its intended target. The
characteristics of people may affect how they communication and interpret messages,
including their gender, age, culture, and values.
The Message
This is the actual thought or sentiment that a source communications to the
receiver. Verbal messages use spoken words, while non-verbal messages use facial
expressions, posture, tone of voice, hand and body movements, gestures, touch, and
other aspects of behavior.
Feedback
This is the receiver’s reply or answer to the message of the source. It can also be
taken the other way around – as the source’s response to the receiver. Feedback assures
the sender that his or her message is received. It is a proof of the importance of “mutual
influence” in communication. It also shows that “meaning” resides in both the sender or
encoder and the receiver or decoder. If the speaker’s and the listener’s meanings are
identical, the result is understanding. Feedback can also be verbal or nonverbal.
However, it is should be
noted that feedback is
not limited to a spoken
response or an overt
non-verbal indicator. As
per Barker and Gaut
(2002), silence, the lack
of a response, and a
doubtful look on the face
of the receiver, are all
forms of feedback.
The Channel
Channel refers to how a message is communicated from the source to the receiver.
It is also referred to as a medium. Communication channels include airwaves and sound
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waves, copper wires and cables, and glass fibers. Television messages travel through
airways and cables, while we receive radio messages through sound waves. Computer
images mainly travel though light waves, but in some instances, both sound and light
waves are used, especially in producing audiovisual content. Meanwhile, person-to-
person communication often requires the source and the receiver to both see and hear
each other; hence, it involves the use of both light and sound waves.
Code
Codes are symbols that arranged in a systematic order to convey a certain
message. Codes can either be verbal or non-verbal. Verbal codes pertain to spoken
words and their grammatical patterns. On the other hand, non-verbal codes are not
spoken, and include distance between the people communicating, movements, and
gestures, and even the clothes that a person wears.
Encoding and Decoding
Encoding and decoding are two important activities in the communication process.
Encoding involves turning thoughts or ideas into actual messages. Decoding involves
interpreting the meaning of messages. The receiver makes sense of messages by turning
them into concepts and ideas.
Noise
Noise is anything that can interfere with how a receiver gets or interprets a
message. It can make messages difficult to obtain or understand. Noise is not limited to
loud sounds, it can also refer to distracting sights, such as speck of dirt on one’s face or
behavior such as fidgeting.

Now that you’re familiar with the elements of communication, you will now have a
short drill. You will be given a situation and you’ll identify the specific elements
communication that is needed for the message to be successful. Use a learning activity
sheet for your answer. Just answer any two of the three situation.

Activity Title: Practical use of the elements of communication Drill

Learning Target: To identify which kind of elements of communication will be used in a
real-life setting.

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 Situation 1: The local government gives new community protocols to the city
Sender
Channel
Noise
Expected Feedback
Receiver

Situation 2: You are applying for a scholarship or tuition subsidy

Sender
Channel
Noise
Expected Feedback
Receiver

Situation 3: The Brgy. Officials will give goods assistance to their needy constituents
Sender
Channel
Noise
Expected Feedback
Receiver

FIRM UP

Communication is more than just a process, it is also an academic discipline and

an applied social science. In many universities in the Philippines, a student who pursues
communication may work in any of the following fields – journalism, broadcasting,
filmmaking, communication, research, advertising and public relations.

Self-Reflection:
Which of the mentioned fields are you most interested in? Why?

Aside from the different elements and settings where communication occurs,
scholars also agree that communication is founded on several principles (Barker and
Gaut, 2002):
 Communication is action
 Communication is necessary for survival.

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  Communication is needed to satisfy our needs.
 Altering other people’s behavior can help us survive.
 Communication is driven by goals.
 Communicators mutually influence one another.
 Communication systems are structured.
 Communication systems are subject to change.

Self-Reflection:
Which of these principles resonates with you the most? Why?

DEEPEN

Communication is also described along so-called “levels.” The distinctions

between levels are based on characteristics such as the number of people involved in the
communication act (one, two, many, etc); the location of the communicators (proximity to
each other); immediacy of the communication exchanged (live, delayed); the
communication context (face-to-face, mediated); the sensory channels involved (auditory,
visual, etc,). With this categorization, communication is classified as follows:
Category/Level Description
Intrapersonal An internal communication process taking place within the
individual. This include thought process, speaking aloud or
writing to oneself, as when one is writing in a diary, prayer,
meditation.
Direct Interpersonal Involves face-to-face communication between or among the
communicators.
Mediated Interpersonal Involves use of technology such as telephone or internet.
Interpersonal - Dyadic When two persons are involved.
Interpersonal - Group When there are three or more persons communicating face-
to-face and able to give immediate responses or feedback,
such as in a meeting or in a class session.
Interpersonal – Public Involves a large group such as a public lecture or church
ceremony. In such situation, there is a source who delivers a

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 message in a monologue style and feedback is minimal or
restricted.
Mass Communication This involves mediated communication wherein the message
is communicated through a print or electronic medium. Print
media include newspapers, books, magazines, and journals.
Electronic media on the other hand, include radio, television,
sound recordings, motion pictures, and the internet (Heibert,
1999).

Self-Reflection:
Which of the levels of communication are you often involved? Why?

Now that you’re familiar with the levels of communication, you will now imagine
scenarios or situations that corresponds to the description of each level. Please give
scenarios which wasn’t used in the description mentioned earlier.

Activity Title: Communication Levels Scenarios Concept Notes

Learning Target: To give sample scenarios of communication based on the description of
each level.

Category/Level Scenario (2 Points for each scenario)

Intrapersonal
Interpersonal - Dyadic
Interpersonal - Group
Interpersonal – Public
Mass Communication

TRANSFER

Since you’re aware of the goals, scope, elements, principles, and levels of
communication, your task now is to write a list on how people can communicate better.
First, you will list down five tips to so that people will not misinterpret your message.

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Second, you will list five tips on how to understand other people better. Lastly, you will
write five things you should remind yourself when using communicating in social media.
Use a learning activity sheet for your answers.

Activity Title: Communication Tips Concept Notes

Learning Target: To give tips on how people communicate effectively based on the goals,
scope and principles of elements.

1. Five tips so people will not misinterpret you






2. Five tips on how you can understand other people better





3. Five reminders when communicating using social media






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 Lesson 10
Professionals and Practitioners in Communication

INTRODUCTION
Welcome to the second lesson on Communication!

In this lesson, we will study the rights, responsibilities, and accountabilities of

communication professionals and practitioners. The ethics that they should follow will also
be deliberated in order for us to have a deeper understanding of their work.

Essential Question:
How can we apply the work ethics of communication practitioners in our own lives?

E In this lesson, you are expected to:

 Explain the rights of communication practitioners
 Explain the responsibilities and accountabilities of communication practitioners
 Distinguish between ethical and unethical behaviors among communication
practitioners
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EXPLORE

Self-Reflection:
What are your thoughts on freedom of speech? Who should ensure your
right to speak your opinions? What is the general atmosphere of people’s
right to express themselves in the Duterte Administration?

One of the basic rights of communicators and journalists is freedom of speech,

which encompasses not only spoken but also written expression of one’s thoughts and
ideas. There are a number of provisions in the 1987 Constitution which protect his basic
freedom. One of these is Section 4 of Article III or the Bill of Rights. It states that people
have the right to freely express their thoughts or speak out about issues in the
government. They can do so through utilizing media outlets and participating in peaceful
mobilizations and protests. However, no freedom is absolute, this means that
communicators and journalists have to observe certain responsibilities as well. As we go
on with the lesson, we will study the function and ethics of the three main fields of
communication, which are Journalism, Advertising, and Public Relations.
JOURNALISM
Definition Journalism refers to the gathering, reporting, and dissemination of
news though mass media. It is the system which arose to provide for
a society’s need for news and it arises from the citizens’ right to have
access to fact and opinion about matters of public interest, and
hence are of importance to their welfare, and rights and duties as
citizens. In a democratic society, access to free information plays a
central role in creating a system of checks and balances among the
various functions of government, in holding government accountable
to the citizenry, and enabling citizens to participate in the political
process.
Function Various functions have been attributed to journalism, also referred to
as the press. Among these are, on one hand, as informer, interpreter,
and instrument of government, on the other hand, as the traditional
‘fourth estate’ which views the press as a representative of the
public, critic of government, advocate of policy, and general
watchdog (Cohen, 1963 in McQuail, 2010).
Accountabilities, The code of ethics drawn up by the Society of Professional
Responsibilities Journalists define the principles and standards of journalism practice
and Ethics as follows:
1. Seek truth and report it: Journalists should be honest, fair, and
courageous in gathering, reporting, and interpreting information.
2. Minimize the harm: Ethical journalists treat sources, subjects, and
colleagues as human beings deserving of respect.
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 3. Act independently: Journalists should be free of obligation to any
interest other than public’s right to know.
4. Be accountable: Journalists are accountable to their readers,
listeners, viewers, and each other.

ADVERTISING
Definition Involves selling a certain product or service to target consumers.
Communicators working in this area pursue careers as writers,
editors, artists, producers, production assistants, marketing
strategists, and salespersons.
Function As marketing tool: Products find buyers through advertising.
As transmitter of information: Advertising provides the information
that consumers need to make informed decisions.
An economic stimulant: Advertising is a global industry employing
large numbers of people and generating huge revenues. Advertising
campaigns stimulate demand and generating and drive economic
growth.
Accountabilities, According to the Advertising Board of the Philippines,
Responsibilities advertisements should not:
and Ethics 1. Undermine the public’s regard for government, law, and duly
constituted authority.
2. Exploit or tend to promote physical, verbal, or psychological
violence or the use of deadly weapons.
3. Disparage, ridicule, or attack any natural person or groups of
persons especially on the basis of gender, social or economic class,
religion, race, or nationality.
4. Depict the actual act of drinking alcoholic beverages or smoking
tobacco products.

PUBLIC RELATIONS
Definition Aims to create a positive image for a company or an organization.
Communicators help organizations and public figures introduce
themselves and project a positive image to the public through news
media. Using this medium is often cheaper than advertisements.
Communicators also help government agencies perform public
relations work for their programs and projects. Communicators in this
field can serve as information officers, public relations officers,
writers, editors, web administrators, photojournalists, and
spokespersons.
Function 1. Anticipating, analyzing, and interpreting public opinion, attitudes,
and issues that might impact, for good or ill, the operations and plans
of the organization.
2. Counseling management at all levels in the organization with
regard to policy decisions, sources of action and communication,
taking into account their public ramifications, and the organization’s
social or citizenship responsibilities.

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 3. Researching, conducting, and evaluating, on a continuing basis,
programs of action and communication to achieve the informed
public understanding necessary to the success of an organization’s
aims. These may include marketing, financial; fund raising,
employee community or government relations, and other programs.
4. Planning and implementing the organization’s efforts to influence
or change public policy. Setting objectives, planning, budgeting,
recruiting and training staff, developing facilities-in short, managing
the resources needed to perform all of the above.
Accountabilities, The Public Relations Society of the Philippines’ Code of Ethics:
Responsibilities 1. Conduct our professional way of life with the interests of the public
and Ethics as our basic and primary goals.
2. Conduct our activities in full accordance with the accepted
standards of trust, objectivity, accuracy, and good taste.
3. Uphold the rule of law and the dictates of public order, public
policy, morals, and good customs.
4. Protect the interest of our clients or employers by being faithful to
our commitments interests, unless full consent is given by all
interested parties with full disclosure of facts.
5. Safeguard the confidence of our present and former clients or
employers by keeping trade secrets of or other information of similar
nature, unless a competent government authority, by reason of
national security or public policy, orders their disclosure.
6. Refuse any form of valuable consideration for a service, involving
the profession, from any one other than our clients or employers,
even if it does not involve conflicting interests, unless all interested
parties give full consent.

Self-Reflection:
Which among journalism, advertising, and public relations are you more
interested in? Why?

FIRM UP

Now that you’re familiar with the functions and ethics of communication
practitioners, your next task is distinguishing whether the action of the communication
practitioner or professional in the given scenario is an ethical behavior or an unethical
one. This activity is for 10 points.

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Activity Title: Behaviors of Communication Practitioners Quiz

Learning Target: To distinguish the behaviors as either ethical or unethical then explain cite
reasons based on the different code of ethics.

1. Sarah is making a documentary about children in conflict with the law.

Ethical Unethical
Explanation:

2. Carlo gave a wrong detail in his article. The next day, their newspaper gave an erratum.
Ethical Unethical
Explanation:

3. Mario’s new commercial features girls wearing swimwear while consuming tobacco.
Ethical Unethical
Explanation:

4. Ely cancelled his writer’s pitch for a commercial because he finds it too violent for television.
Ethical Unethical
Explanation:

5. Mico refuses to share info about the mayor to his friends because he is the mayor’s publicist.
Ethical Unethical
Explanation:

DEEPEN

Self-Reflection:
Have you encountered trolls in the internet and social media? How was the
experience? Should they enjoy freedom of speech?

Practitioners and professionals in the field of communication follows certain

guidance to ensure that they’re works are ethical. However, in the age of social media,
trolling is becoming a concern for its possible negative effects not just among individuals
but in the society as a whole. You will now read a news article from Philippine Star. After
which, you will reflect on its implication in your life.
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‘Trolls threat to future of global journalism’
Artemio Dumlao (The Philippine Star) - April 24, 2020 - 12:00am

BAGUIO CITY, Philippines — Troll armies linked to President Duterte were cited among
modern-day instruments used as “a weapon of disinformation on social media” that in a way,
threaten the future of journalism in the world.

In its 2020 World Press Freedom Index, the Belgium-based press freedom watchdog
Reporters Without Borders (RSF) cited these cyber-troll armies as among the 20 “Worst Digital
Predators of Press Freedom” this year.

It said that, along with 19 other groups in the world, the Philippine “call center hubs” are
“disseminating fake or maliciously edited content and fake memes, conducting targeted
harassment campaigns.”

The RSF claimed that these Philippine “call center hubs” are being used by the
administration’s supporters to smear and boycott the ABS-CBN radio and TV network with the
aim of blocking the renewal of its franchise.

“They have even gone so far as to denounce an imaginary conspiracy by various media outlets
to overthrow the President,” it reported.

RSF also claims that the cyber-troll armies “support and amplify the messages of members of
the government with the aim of smearing the media and manipulating public opinion.”

It said these trolls identified with the President, just like those in Russia, India and Vietnam,
are threats to journalism.

The press freedom watchdog marked March 12 as the “World Day Against Cyber-censorship”
by unveiling its list of press freedom digital predators such as companies and government
agencies that use digital technology to spy on and harass journalists and thereby jeopardize
the ability to get news and information.

Taking into account the trolls identified with those supporting Duterte, it noted the Philippines
as sliding down two notches this year to 136th from last year’s 134th place in the press
freedom index.

“The absence of appropriate regulation in the era of digitalized and globalized communication
has created information chaos,” it said, adding that propaganda, advertising and rumor are
already in direct competition with journalism.

It noted a growing confusion between commercial, political and editorial content which have
“destabilized democratic guarantees of freedom of opinion and expression,” which encourages
the adoption of dangerous laws on the pretext of restricting the spread of fake news and
“facilitate tougher crackdowns on independent and critical journalism.”

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Decisive decade

RSF believes that “the decade will be decisive for the future of journalism, with the COVID-19
pandemic highlighting and amplifying the many crises that threaten the right to freely report
independent, diverse and reliable information.”

It said that the pandemic has amplified the spread of rumors and fake news as quickly as the
virus itself.

The 2020 edition of the Index, which evaluates the situation for journalists each year in 180
countries and territories, said, “the next 10 years will be pivotal for press freedom because of
converging crises affecting the future of journalism: a geopolitical crisis (due to the
aggressiveness of authoritarian regimes); a technological crisis (due to a lack of democratic
guarantees); a democratic crisis (due to polarization and repressive policies); a crisis of trust
(due to suspicion and even hatred of the media); and an economic crisis (impoverishing quality
journalism).”

These five areas are now compounded by the COVID-19 pandemic, it added.

“We are entering a decisive decade for journalism linked to crises that affect its future,” said
Christophe Deloire, RSF secretary general.

He added that the pandemic illustrates the negative factors threatening the right to reliable
information, with the pandemic itself as an exacerbating factor.

According to RSF, there is a clear correlation between suppression of media freedom in

response to the pandemic and a country’s ranking in the Index.

China (177th) and Iran (down by three at 173rd) censored their major coronavirus outbreaks
extensively, RSF said.

In Iraq (down by six at 162nd), the authorities stripped Reuters of its license for three months
after it published a story questioning official COVID-19 figures it monitored.

“The public health crisis provides authoritarian governments with an opportunity to implement
the notorious “shock doctrine” – to take advantage of the fact that politics are on hold, the
public is stunned and protests are out of the question, in order to impose measures that would
be impossible in normal times,” Deloire claimed.

Self-Reflection:
Do you agree that trolling is a threat to journalism? Why? Why not?

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 Lesson 11
Clientele and Audiences in Communication

INTRODUCTION
Welcome to the last lesson on Communication!

In this lesson, we will study the different clientele and audiences of communication
practitioners and how their communication needs are met.

Essential Question:
How can we communicate messages properly to our intended receivers?

E In this lesson, you are expected to:

 Describe the clientele and audience of communication
 Distinguish the needs of individuals, groups, organizations, and communities

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  Distinguish the appropriate communication media channel(s) to use in different
settings and situations

EXPLORE

Self-Reflection:
If you will start a vlog, what topics will you cover? Who will you feature or
guest? Who will be your audience?

The people watch television shows, read the news, listen to the radio, 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 elements of
communication, “audience’ is the collective term for the “receivers.”
In Mass Communication, audiences are form either or both of two factors: social
context (people from the background leads to a 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 in Mass
Communication can be defined in different and overlapping ways, namely:
by place: as in the audience of a case of a community newspaper
by people: as when media content appeals to certain age group, gender, political
belief, or income category
by the particular type of medium or channel involved: the audience of a 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
by times: as in day time, primetime, or weekend audiences

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 In general, communication serves the following clientele: individuals, groups and
organizations, and communities. These clientele use communication for different
purposes, and communication helps these clientele achieve certain goals.

Individuals
Communication provides individuals with ways to send and receive messages, a
need that must be satisfied for survival. Communication helps people interact with their
families, schoolmates and teachers, co-workers, and fellow members of the community.
Communication also provides means for individuals to keep track of their daily activities,
such as writing in diaries or journals.

Groups and Organizations

The family which is the matrix or the “womb” that gives birth to power relations in
society, is the basic unit that is helped by communication. Communication provides
families with tools that they need to maintain their strength. Once such tool is clear and
direct communication, where a family member directly tells another about his or her
concern and how it can be addressed.
Schools are another group unit aided by communication. Communication provides
schools with various means to facilitate learning and accomplish other objectives. One of
these is lectures which are given to classes to impart knowledge. Oral, written, and
electronic communications, such as formal letters, meetings, and online groups, also
enable students to understand the lessons discussed by their teachers. Through all of
these means, students hone their listening and writing skills, their interpersonal skills, as
well as their analytical and critical thinking, and creativity.
Communication among groups also helps people develop their other skills and
talents, explore their interests, and contribute to social change. For instance, when school
organizations convene to facilitate quiz bees and tutorial sessions, present performances,
or join competitions, they help their members further excel in their chosen field of interest.
When members of advocacy and interest groups convene, their members are able to
express their opinions about social issues, as well as broaden their perspectives.

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 Finally, communication aids members of groups in sharing ideas and information
with one another and with other groups. In addition, news and other forms of media
provide groups with updates on current affairs and other important information.

Communities
Communities are made up of individuals as well as groups. Communicators bring
news about current events, public service programs, and projects from the government
to communities. Communicators aim to make people informed and active members of
their respective communities.
Communication and other forms of media also provide entertainment to
communities and their members. Communicators, especially those from the
entertainment industry, provide communities an “escape” from the harsh realities of life.
Communicators entertain audiences through variety shows, dramas, and game shows,
all aired on television or on the radio. Films are also shown in various in communities.

Self-Reflection:
How important is it to know the needs and situation of your audience?

FIRM UP

There are different settings where the senders and receivers of messages are
found. This include the government, private sector, civil society, schools, and the
community. In these settings, communicators use methods, tools, and techniques similar
to one another.
SETTINGS METHODS AND TOOLS
Government Fiscalizing – Examining and correcting discrepancies in policies and programs
and presenting alternatives by the opposition party to the current/incumbent
ruling party.
Press Briefings – Given by the presidential secretary of the press secretary to
clarify issues related to specific government agencies.
Official Websites – Regularly updated by government agencies and local
governments, which contain their mandate and the programs they carry out.
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 Hotlines – Maintained by different government agencies. Through hotlines,
people may relay their complaints against government officials and other
concerns, like follow-ups on loan applications or retirement insurance.
Private Downward Communication – The flow of communication from higher to lower
Sector levels of authority.
Upward Communication – The flow of communication from the lower to the
higher levels, which is initiated by the empowered members of the organization
to voice out their sentiments, opinions, and sometimes creative suggestions
for policies and programs.
Lateral Communication – Involves people from different departments at the
same level of hierarchy which enables these departments to coordinate and
work together effectively.
Electronic Communication – Involves email, which is beneficial because of its
speed and convenience. However, it also has its disadvantages, including the
loss of face-to-face interaction, the temptation to send spontaneous and
emotion-laden messages, and the use of acronyms and emoticons that can be
easily misunderstood.
Brainstorming – Used by organizations to generate as many ideas as possible
from its members before arriving at a particular decision.
Focus Group Discussions – Use by organization to obtain feedback regarding
proposed programs and projects.
Teambuilding – Another tool used by organizations to promote greater
camaraderie and coordination among members.
Organizational Development – Used to bring about structural and behavioral
change in the organization and its members. It aims to help organization
members cope with work problems and become more productive and efficient.
Civil Society Interviews – Used to assess the needs of individuals or groups served by civil
society.
Surveys – Used to identify the needs of society.
Policy Advocacy – Involves lobbying, in which communicators interact with
legislators to make recommendations regarding certain policies and programs.
Schools Lectures – Mostly delivered by teachers to provide students with knowledge.
However, there are times when resource persons are invited as guest lectures
in class.
Recitations – Done to determine if the students understood the lectures.
Case Studies – Used by teachers to illustrate concepts or issues being
discussed.
Powerpoint Presentations – Often used as lecture and report aids.
Memoranda – Meant to inform, disseminate information, or enforce disciplinary
action.
Community Circulars – Distributed by the barangay to the households or families which
contain announcements.
Surveys – Conducted to assess the needs of the community and help the
relevant government agencies formulate and eventually implement a program
or service to respond to such needs.
Campaign Rallies – A small groups of people who are advocating a certain
issue.
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DEEPEN
Now that you’re familiar with the different clientele and audiences of
communication, as well as their communication settings, this time, you will study the
different forms of communication media that are useful in our daily lives. These includes
radio, television, sound recordings, motion pictures, and the internet, as well as
telecommunications, also contribute a lot in information dissemination. New media and
social media, as well as telecommunication, is becoming more important in information
dissemination as well.
Mass Media
Our society is heavily influenced by mass media. The moment we make up in the
morning, we may find ourselves looking for the daily newspaper or running on the
television to watch the early morning news. We may also check the Internet for updates
on world affairs. On our way to school or work, we listen to the radio in our car or in public
transportations. Before we go to sleep, we may watch or listen to the late evening news.
We use mass communication to keep ourselves informed and entertained, and to
interaction with others.
Radio
Radio has always been popular, especially in the remote areas of the country
where power is still not available. During times of power interruption due to storms, floods,
and earthquakes, the radio becomes a practical means to be updated about what goes
on around us. It is also convenient to carry a radio in our bags or pockets and bring it
anywhere we go.
Television
Television provides the public not only the latest news, but also other programs
that cater to different groups of people. These include variety shows, dramas, game
shows, travel shows, and public affairs programs. The government television station
usually gives updates on the activities of the president and projects of the administration.
Sound Recordings
We all use music and sound recordings for various purposes. We need music to
relax and manage our stress. Music is also important in creating certain moods for school
plays and presentations. Aside from invoking a mood, music can also be used for
signaling important parts of a program, such as the singing of the National Anthem and
the Invocation.
Motion Pictures
This a major form of recreation and entertainment. Motion pictures or motives are
regarded by some as the most creative and artistic of all media. Movies shows us the
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universal emotions of love, hate, jealousy, fear, and happiness. Some watch movies to
“escape” from the problems of life.
The Internet
The internet has made life more exciting to those who have access to it. It has
made things faster. We do not have to go to the post office to send mail. We can use
email to send messages to friends, family members, and work associates in seconds. We
can contact companies and perform business transactions with them. For example, we
can book flights, make hotel reservations, and apply for a visa if we have access to the
Internet. Online banking is also possible with the use of the Internet.
Wi-Fi utilizes radio waves to deliver fast, wireless, and optimal Internet and network
connection. In many developed countries like Japan, Wi-Fi is everywhere, even in public
spaces. In the Philippines, many establishments including hotels and malls offer free Wi-
Fi services.
New Media
New media is said to have sprung from dissatisfaction with traditional forms of
media, including television, newspapers, and the radio. There are different forms of New
Media.
Weblogs
Weblogs or blogs serve as online diaries or journal created and updated to express
one’s thoughts, musings, and/or commentaries on issues or topics of interest. According
to Welch (2003), blogs can contain hyperlinks which let readers access other websites.
Some bloggers get paid for their blogs, thus becoming a source of income for them.
Social Media
Social Media Apps/Sites such as Facebook, Instagram, and Twitter are also used
for disseminating information and making announcements about events, programs, or
activities. For example, teachers can use social media websites to get in touch with their
students. Students also use these websites to interact with their classmates and to get
updated about important announcements such as class suspensions.
Podcast
A podcast is an audio program, just like Talk Radio, but you subscribe to it on your
smartphone and listen to it whenever you like. In a little more detail, a podcast is a series
of spoken word, audio episodes, all focused on a particular topic or theme, like cycling or
startups. You can subscribe to the show with an app on your phone and listen to episodes
whenever you like on your headphones, in the car or through speakers.
Virtual Reality
Virtual reality technologies simulate an environment along with the user’s physical
presence and sensory experience. Commonly, the user experiences virtual reality
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through a special headset or on a computer screen. Seemingly limitless applications for
virtual reality exist. In virtual reality, users can cycle through the Himalayas, consider
purchasing real estate that hasn’t been built yet, see a 360-degree film or train as a sniper.
All virtual reality delivers a highly interactive, immersive experience that places the user
in a lifelike or fictional environment. Some say that virtual reality’s unrivaled level of
immersion qualifies it as the “ultimate medium” in new media, according to professors
Özhan Tingöy and Barbaros Bostan.
Digital Games
Digital games are a part of everyday media culture and a unique type of new
media. “Digital games and game worlds open up cultural spaces themselves, and, unlike
other new media and virtual environments, these spaces are framed as ‘playful’ from the
outset,” Johannes Fromme and Alexander Unger write in the book Computer Games and
New Media Cultures. Digital games are also noteworthy for how they build interaction and
community. “The industry is producing a steady stream of games that continue to expand
their nature and impact — they can be artistic, social and collaborative, with many
allowing massive numbers of people from all over the world to participate simultaneously,”
Telecommunication
Telecommunication is defined as the long-distance exchange of information
through technological devices such as telephones, mobile phones, and computers. One
of the recent innovations in telecommunications is telecommuting or the electronic
cottage (Newstrom, 2007). Telecommuters accomplish all or part of their work at home,
or at a satellite location through computer links to their offices.
Some officers have created virtual offices in which physical office space and
individual desks are being replaced with portable communication tools including e-mail,
cellular phones, Thinkpads, voice mail systems, laptop computers, fax machines,
modems, and videoconferencing systems. This means people can work anywhere,
provided they have their electronic gadgets with them. At the same time, however,
employees may have less interaction with their co-workers.

Self-Reflection:
Which of these communication channels do you often use? Why?

TRANSFER

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 Now that you’re familiar with the clientele and audiences, settings, and
communication media channels, it’s your time now to reflect on your own communication
with different individuals, groups, and communities. Use a Learning Activity Sheet for your
responses. Make your answers as specific as possible.

Activity Title: My Communication Chart Concept Notes

Learning Target: To identify the information one receives from different sectors
What information do you How do they inform you?
receive? What communication
channels do they use?
(1 Point Each) Explain.
(2 Points Each)
Barangay / Subdivision
City
School
Telecommunications/Internet
Service Provider
NGOs (UNICEF, Red Cross,
Greenpeace)

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 REFERENCES & CREDITS

Book References
Sampa, E. M. (2019). 1. In Disciplines and Ideas in the applied social sciences (Second ed., pp. 2-3). Manila: Rex
Book Store.
Abadingo, L. E., DPA. (2018). The Social Sciences and the Applied Social Sciences. In Disciplines and Ideas in the
applied social sciences (pp. 2-4). Quezon City: C & E Publishing.

Web References
Dumlao, A. (2020, April 23). 'Trolls threat to future of global journalism'. Retrieved July, 2020, from
https://www.philstar.com/headlines/2020/04/24/2009459/trolls-threat-future-global-journalism
Gisotti, A. (2020, January 24). Pope: No to false, destructive stories, tell the good that unites. Retrieved July, 2020,
from https://www.vaticannews.va/en/pope/news/2020-01/pope-francis-message-world-day-communications-
2020.html
Digital Media. (2020, May 06). 5 Types of New Media. Retrieved July, 2020, from https://online.seu.edu/articles/5-
types-of-new-media/
Gray, C. (2020, June 26). What is a Podcast? An Explanation in Plain English. The Podcast Host.
https://www.thepodcasthost.com/listening/what-is-a-podcast/

Image Credits
Image Cover
Designed by studiogstock / Freepik. (2019, October 21). Group of people with speech bubbles Free Vector [Digital
image]. Retrieved July, 2020, from https://www.freepik.com/free-vector/group-people-with-speech-
bubbles_5825572.htm#page=1&query=communication&position=14
Lesson Introduction Image
[A corporate meeting with speech balloon]. (n.d.). Retrieved July, 2020, from https://www.pdx.edu/interdisc-app-
social-sciences/
Introduction Clipart Designed by Freepik
D. (2019). Welcome Concept Illustration [Digital image]. Retrieved July, 2020, from https://www.freepik.com/free-
vector/welcome-concept-illustration_6191758.htm#page=1&query=welcome&position=16
Explore Clipart Designed by slidesgo / Freepik
Exploring Concept Illustration [Digital image]. (2019). Retrieved July, 2020, from https://www.freepik.com/free-
vector/exploring-concept-illustration_6203103.htm#page=1&query=explore%20concept%20illustration&position=3
Firm Up Clipart Designed by pinnacleanimates / Freepik
Business Arrow showing growth [Digital image]. (2017, June 24). Retrieved July, 2020, from
https://www.freepik.com/free-vector/business-arrow-showing-growth-
progress_1171665.htm#page=1&query=pinnacleanimates%20arrow&position=8
Deepen Clipart Designed by slidesgo / Freepik
Thoughts concept illustration [Digital image]. (n.d.). Retrieved July, 2020, from https://www.freepik.com/free-
vector/thoughts-concept-illustration_7069373.htm#page=1&query=thinking&position=3
Transfer ClipArt Designed by pikisuperstar / Freepik
Flat thinking concept dark background [Digital image]. (2019, May 5). Retrieved July, 2020, from
https://www.freepik.com/free-vector/flat-thinking-concept-dark-
background_4701197.htm#page=1&query=flat%20thinking&position=29
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References Clipart Designed by pch.vector / Freepik
Focused people studying in an online school [Digital image]. (2020, June 5). Retrieved July, 2020, from
https://www.freepik.com/free-vector/focused-people-studying-online-school_8609144.htm#

Lesson 9 Introduction Image Designed by Freepik

Freepik. (2018, July 5). People speaking different languages [Digital image]. Retrieved July, 2020, from
https://www.freepik.com/free-vector/people-speaking-different-languages-with-flat-
design_2555773.htm#page=1&query=talking&position=35

Transactional Model
Crawley, D. (2020, July 2). The Transactional Communication Model [Digital image]. Retrieved July, 2020, from
https://www.doncrawley.com/how-to-communicate/

Lesson 10 Introduction Image

Image: Freepik.com. (2019). Broascast concept illustration [Digital image]. Retrieved July, 2020, from
https://www.freepik.com/free-vector/broascast-concept-
illustration_6183151.htm#page=1&query=mass%20media&position=11

Lesson 11 Introduction Image

Image: Freepik.com. (2019). Crowd people isometric pie chart [Digital image]. Retrieved July, 2020, from
https://www.freepik.com/free-vector/crowd-people-isometric-pie-
chart_5921690.htm#page=1&query=audience&position=1

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