Week 9 Discipline and Ideas
may be in the forms of oral, written, or
in the Applied Social Sciences
Lesson Summary
You are now a successful broadcaster
and was invited by your former school to
deliver a speech on career day. A week before
the scheduled event, you contacted the
teacher-in-charge to confirm the time and
venue. You also asked about what kind of
information is expected to provide for the
speech. You then prepared your speech and
was ready to give the speech in two days. The
day has come and you entered the school
grounds shocked because the audience were
all high school students who are mostly
women who take up media-related electives.
Whilst the emcee is giving the audience your
back ground information you realized you
have prepared an unfitting speech. What
should you have done in order to commit such
mistake?
For you not to commit such mistake
again, it is essential to know and understand
the audience that will be receiving your
speech in order for you to communicate
effectively. In this lesson, we are going to talk
about the clientele and audience of
communication and the needs individuals,
groups, organizations, and communities. Let’s
start!
AUDIENCES OF COMMUNICATION
In communication, audience is an
umbrella term that pertains to the receiver of
the message in an individual, group,
organization, and public setting. They are also
the readers, listeners, viewers, users, and
consumers of different forms of media, such
as newspaper, television, radio and new
media. Audience is a group of individuals
consuming a particular form of
communication.
INDIVIDUAL
Communication provides
individuals with ways to send and receive
messages, a need that must be satisfied for
survival. Interaction with families,
schoolmates and teachers, co – workers,
and fellow members of the community
electronic communication.
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.
Communications provides families with
tools that they need to maintain their
strength.
Schools are another group unit aided
by communication. Communication
provides schools with various means to
facilitate learning and accomplish other
objectives.
Communication among groups also
helps people develop their other skills and
talents, explore their interests, and
contribute to social change. 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.
Communication aids members of groups
in sharing ideas and information with one
another and with other groups.
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.
THE NEEDS OF INDIVIDUALS,
GROUPS, ORGANIZATIONS, AND
COMMUNITIES
Community members must feel that
they are the primary stakeholders of their
communities and that continued support is
provided to them through constant
coordination and communication.
Development can be achieve when
communication among national planners and
policy – makers is effective. Effective
communication in this sense can roughly
mean as being more open and responsive to
the concerns and needs of these communities.
Individual
Individuals utilize communication
for various reasons. People communicate
to express their needs or desires, to share
ideas and information to others, to
socialize and interact for the sake of
belongingness, to inquire and clarify, to
share opinions and experiences, or to
mobilize each other toward actions that
may be favourable on an individual or on a
collective level.
Groups
Groups tend to cooperate and arrive
at collective actions if they are able to
attain common interests, needs, or goals.
Usually, groups aim to:
1. Exchange or share ideas and
information on a particular subject so that
members gain ore knowledge and
understanding of each other as in the case
of study groups, club meetings, or groups
of enthusiasts of a field.
2. Arrive at a decisions or course of
action on a problem or difficulty as
displayed by action or task – oriented
groups. Group dynamics is necessary so as
to achieve a definite and agreeable plan of
procedure, openness on opinions through
reasonable compromises and constructive
criticism, and monitoring and evaluation
of accomplishments through constant
updates.
Organizations
Communications is crucial among
organizations because they deal with
informing, persuading, and promoting
goodwill both internally (among members
and sectors of the organizations) and
externally (among different organizations).
Organizational communication is utilized
by leaders and managers so they could
better relate with those in the lower ranks
of the organization.
Communication networks become
more effective when organizations put in
place a communication systems that every
member understands and can adhere to.
Communication can also foster and
organizational culture that will motivate
the achievement of common goals, and not
alienate or marginalize organization
members.
Communities
Developing necessary
communication skills is part and parcel of
building a community. Communities must
gain access to communication
infrastructure and technologies to keep
them abreast with the rest of the country
and the world. Communication also
enables communities to transmit to future
generations their collective sense and
values of the world they live in.
Communities need communication
to connect with other communities. As
what has been stated in Article XVI
(General Provisions), Section 10 of the
1987 Philippine Constitution, “The state
shall provide the policy environment for
the full development of Filipino capability
and the emergence of communication
structures suitable to the needs and
aspirations of the nation and the balanced
flow of information, out of and across the
country, in accordance with a policy that
respects the freedom and of the press”.
At the end of the lesson you may take note.
Communication is utilized by several
clienteles, who may range from individuals to
groups/organizations or communities.
Individuals may find communication
necessary for their personal and professional
advancement. Groups and organizations,
meanwhile, may deem communication useful
in accomplishing group tasks, which normally
require a level of trust and cooperation among
members. Lastly, communities may consider
communication as a form of empowerment,
such that all stakeholders and decision-
makers are able to make sound and well –
thought decisions.