Discipline & Ideas 11

in Applied Social
Sciences
Quarter 4- Modules 1- 8

Writers:
Dr. Rizaldy E. Medina, LPSci-SHS
Dr. Yolanda G. Herrera, LPCNSHS Doña Josefa Campus
Rennel M. Marinduque, LPSci-SHS
Analyn A. Valdez, LPNHS-SHS Main
Mary Ann Marzan, LPNHS-SHS Main

Content Validators:
Rennel M. Marinduque, LPSci-SHS
Mary Ann Marzan, LPNHS-SHS Main
Analyn A. Valdez, LPNHS-SHS Main
Dr. Yolanda G. Herrera, LPCNSHS Doña Josefa Campus
Dr. Rizaldy E. Medina, LPSci-SHS

Language Validators:
Sheila L. Porras – GANHS SHS

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 Lesson Roles and Functions of Communicators
1 and Journalists

Most Essential Learning Competency

● Explain the roles and functions of communicators and journalists.
● Identify specific work areas in which communicators and journalists work.
● Explain the rights, duties and responsibilities and accountabilities.
● Distinguish between ethical and unethical behavior among practitioners.

What is it?

The Professionals and Practitioners in the Discipline of communication

Communication is a discipline inhabited by a wide variety of practitioners who are interested in

communication education. They are creative authors, writers, editors, journalists, bloggers, educators,
social activists, business women, preachers, scientists, politicians, and journalists.

These professionals are united by a desire to send and receive messages and influence their
audiences.

A. Roles, Functions and Competence of Communicators and Journalists

Communicators and journalists have an important role in making available information and
evidence to inform the public as neutrally as possible about issues that matter to them. We include
information that will shape judgment and decision for the public. In certain cases, they promote in a
competent and ethical manner the correct collection and review of these evidence.

Their role naturally follows: to collect and record knowledge, facts, and opinions, and to bring
them to the roots of truth for public review and deepening. Communicating is to bring forward truth and
evidence. Journalists and communicators are at the disposal of reality. They collect news, facts, and
information essential to public life and well-being. Their function includes being present where the
news is and being able to accurately record what is happening with the available technology.

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 The skills of communicators are as follow:

B. Areas of Specialization of Communicators and Journalists:

Communicators and Journalists work in specialist areas.

Speech writing and taking minutes of the meeting
Advertising
Marketing and sales
Communication education
Theater, performing arts and dramatic arts
Electronics media, radio-television and broadcasting
Public relations
Journalism
Communication and opinion management
International relations management and negotiation

Areas of Communicators and Journalists are as follows:

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C. Rights, Responsibilities and Accountabilities of Communicators and Journalists

In modern times, the media have exerted enormous influence and assumed a dominant,
unparalleled role in human history to serve as a valuable means of articulating public desires and
problems of entertainment and pleasure on a wide scale, of advertising and economic knowledge, of
mutual strengths and weaknesses. In this context, the freedoms, obligations, and accountabilities
must be defined in the form of transparency to preserve media credibility and the security of the public.
Abuses happen in the name of freedom of speech and certain things remain entirely unaccountable.
Accountability is what communicators and journalists need.

It is also the duty of communication and journalists to ensure that people can generate content
and contribute to media content, and not just remain passive users of media outputs.

There are respective code of conducts and official laws and rules that regulate these media.
However, the parameters do not always work for the citizens, Communicators and journalists are
required to practice and live by freedom, obligations and accountabilities that will include safeguarding
against censorship and the security of freedom of speech, safeguarding the integrity of news sources
and ensure that government information is available to the public in a timely and easy manner. General
media legislation and legislative mechanisms are also to be complied with at both national and
international level. There are regulatory bodies with existing press councils and relevant and
professional networks, as well as various media ombudsman.

Communicators and journalists have a duty to ensure that people have easy access to all forms
of media that are subject to just and equal law and generally accepted human rights standards.

The International Federation of Journalists has acknowledged that the implementation of self-
regulatory frameworks across the communications and journalism field will help to ensure a more
holistic approach to media ethics growth and regulation. It will help to establish true public transparency
and uphold the values and practices of freedom of speech.

D. Code of Ethics of Communicators and Journalists

Communicators and Journalists have self-regulating code of ethics and professional standards.
The general concept is regard for truthfulness and for the rights of the people. The United Nations
Educational, Science and Cultural Organization (UNESCO) finds the code of ethics to be on the
hearing of good communication and journalism, as it promotes professional self-censorship among
professionals in the industry.

UNESCO states that the codes of ethics are an essential instrument of media self-regulation
under its different denominations. They are a fundamental point of reference, directing journalists on
their position, their rights and accountabilities and how they can best perform their job, while providing
a norm by which to measure their work. Journalists are served with this code of ethics; publishers and
media company owners are shielded from legal arguments and critiques.

The code of ethics relates to information quality, justice, and reliability, while also serving the
public as users of information that forms part of the basis of individual, family, government, corporate,
and national decision taking.

Sample of the Code of Ethics of Journalism https://tinyurl.com/yyu6rlrw

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Process Questions:

1. How will you describe the professionals/ practitioners of communication?

2. How are the four competencies of a communicator/journalist connected to one another?
3. Do you think that too much freedom of speech/ freedom of the press curtails responsibilities and
accountabilities? Why?
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 The Clientele and Audiences of
Lesson
Communication
2
Most Essential Learning Competency
● Describe the clientele and audiences of communication.
● Distinguish the needs of individuals, groups, organizations, and communities.

What is it?

Clientele and Audiences of Communication

From the very genesis of human existence, the need to communicate has been part of human
beings. Our life with others and in the community requires us to interact with the people around us, to
share ideas, thoughts, feelings, and experiences with others, to make sense of the world, and to
position ourselves in a wider social and cultural reality. In doing so, we listen and speak, and receive
and give information, which is a two-way process.

Communication connotes ‘communion’, ‘community’, ‘making common’, or ‘to share’. The

message transmitted is intentional and meant to convey meaning from sender to receiver through a
medium or channel that includes struggle with interference and barriers. Communication is complex.
We use symbols, words, pictures or facial expressions, hand signs, voice tones, graphics, silence,
writing, painting, dressing, dancing, and body language. Formally and informally, every person
communicates and therefore, everybody is a clientele and an audience of communication.

However, to make communication effective and attainable, the specific or intended clientele
and audience in an instance of communication need to be clearly understood so that message
packaging, forms, and medium can be properly customized. Effective communication assumes the
audience’s perspective and ensures that the message is relevant to them. This means that the method
of communication is carefully selected as most effective for the target audience.

Characteristics of Clientele and Audiences in Communication

All people are clientele and audience in communication. However, communication can only be
effective when communication takes into consideration the characteristics of the intended clientele
and audience. Characteristics like social position, educational level, age range, race and ethnicity,
primary language, health status, job type, and information sources are worth considering.

Social position is the status that a person enjoys in communication context. One may be
president or leader, middle manager, a colleague or co-equal, or subordinate in an organization of
community. This social position dictates how one gets communicated to and how that communication
must be crafted, packaged, contained, and delivered.

Education level may suggest the reading skills and healthy literacy and the ability to engage with
more complex topics-new and even unfamiliar. An audience that has limited literacy skills may find it
difficult to use written materials; with such an audience, oral presentations may be more effective.
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 Age Range can affect choice of communication format or distribution. The communication
materials may be relevant to the people of all ages, but the age of the audience may affect the
communication format or distribution channels. Social media websites and mobile texting for example
may be more appropriate for providing information to younger audiences while printed materials,
emails, phones, and memos may be more effective for older audiences.

Race and Ethnicity is an important consideration in communication particularly in deciding on

graphics and photos. It is important to design the graphics and photos in communication materials to
reflect the demographics of the intended audience.

Primary Language must be considered if the message is to be effective. If the language used is
different from the one used by the target audience, there is a need to translate the communication
materials into the primary language.

Health Status dictates people’s disposition to listening and responding and the ability to make
meaning out of the communicated material. Although people with certain health conditions can be
more informed health care consumers with a greater awareness of issues within the healthcare
system, it is important that the materials are more personal and relevant to specific health conditions
or issues.

Job type of the audience can affect the format of materials and the distribution methods to be
used. For an audience without access to their own computers, disseminating the materials through
an internet site or email messages may not be effective.

Information sources matter for they affect the format and distribution of the communication
materials and the medium they trust.

Needs of Various Types of Clientele and Audiences of Communication

Different individuals, groups, and communities have distinct communication needs. They want
to send and receive messages to and from other parties. Let us look at the following communication
contexts to explore how various types of clientele and audiences in communication may be
represented in the April 23, 2015 Mary Jane Veloso case.

On 28 April 2015, the Philippines and the world awaited the execution of 30-year-old Filipina
and mother of two together with eight other prisoners in Indonesia. Mary Jane Veloso was caught with
2.6kg of heroin at Yogyakarta airport in Indonesia and later accused of drug trafficking in April 2010.
In October of 2010 she was sentenced to death.

Veloso maintained her innocence and that she was just tricked, but all her appeals through her
legal team were rejected. She claimed that in her desire to support her two children she sought to work
abroad as a domestic helper. She claimed that the person behind her crime was Maria Kristina Sergio,
the daughter of one of her godparents, who convinced her to travel to Indonesia to start a new job as

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a maid. A male friend of Sergio gave Veloso new clothes and a new bag to travel with her luggage and
she was not aware it had heroin sewn into it.

A member of the family of Veloso pleaded for the Philippine government for direct intervention
and NGOs and media convinced that she was truly an innocent victim. The efforts were met with
resistance from the Indonesian side.

The two appeals which were launched by the Philippine government were both rejected. The
Philippine government tried to argue that Veloso had poor translators during trial which made her
incapable of understanding what was going on during her trial and that she was a victim of a drug
syndicate.

In his capacity, President Aquino had met Joko Widodo on the sidelines of a regional meeting
in Malaysia to discuss Veloso’s case as well as spoken to Indonesia’s Foreign Minister Retno Marsudi
and proposed keeping Veloso alive so that she could testify against drug traffickers. These two did not
seem to have worked.

On April 28, 2015, Veloso, together with the eight other convicted prisoners found themselves
at Nusakambangan Prison Island awaiting their executions as scheduled. Groups of people in the
Philippines and around the world gave case prominent coverage. In Manila, the activist protested
outside the Indonesian embassy.

The Story of Veloso had reached and received worldwide sympathy from peoples of all walks
of life. On the time leading to the scheduled execution, Ms. Sergio, the woman accused of duping
Velasco, unexpectedly turned herself to the police station in Cabanatuan City asking police protection
saying she was receiving death threats. As time went by Indonesia issued a reprieved, saying Veloso
was needed to testify against a perpetrator suspected of human trafficking. She was then transferred
back to a prison in Yogyakarta.

What followed next were counterclaims by various groups for credit: political leaders, NGOs,
human rights groups, lawyers, the families, and groups that protested in the streets. Each felt
succeeded in their communication goals.

The Individuals as Client of Communication

As an individual, you want to be the first to know about all matters that pertain to you. Your
company may be about to retrench you or promote you and anxiety that comes with not having direct
communication may be high. In the case above, no single individual deserves to know the finality of
the case other than Mary Jane Veloso. Every passing time was certainly a moment of resignation and
anguish. Hodgetts (2002) presents four major barriers to communication that in a situation like this can
make things more traumatic: perception, inference, language, and status.

For sure the terms perception, Veloso’s personal view of reality was blurred. Plunged in a
situation she never anticipated, and it even made it harder to comprehend fully her circumstances. All
she wanted, as a mother of two little children, was to find work that would help her earn enough as a
domestic worker to provide for the children. Instead, she found herself counted among drug traffickers
destined for execution.

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 An interference occurred, presented with large amounts of facts that were incomplete and not
transmitted clearly, her assumption of the messages left nothing for adequate interpretation of the
meaning of what was going on and of her circumstances in general.

Obviously, she needed a translator to understand the proceedings in Bahasa. That language
barrier meant that she could not process her feelings and express her views adequately before the
courts. For an individual as a client of communication these barriers need to be well-managed. One
must have a way to overcome them to achieve effective communication.

The Group and Organization as Client of Communication

Groups and organizations tend to have communication needs that are specific to them. In
Veloso's case, groups and organizations may be identified as family and friends, migrant
organizations, legal teams, media, and the Philippine government. Their communication needs had to
do with wanting to convince the Indonesian government to stop the pending execution of Mary Jane
Veloso.

They were all bent to hear from the Indonesian government news of consideration and the
longer they heard nothing, the more desperate they became and even resigned to accept the fate. But
the focus of these groups was to make a point for their organization, to be considered an achievement.
For the family, probably their worry was about losing a family member and having Veloso’s children to
grow without their mother and losing her in such a traumatic way. This was a paramount concern for
the family.

The Community as a Client of Communication

When a community is the client of communication, the message must be responsive to the
need of the channel and must be appropriate, and the subject to be communicated must be relevant
to the community. The most evident community to recognize in the case of Veloso would be the Filipino
community and the OFW community. For these communities, the fate and reality of Veloso
represented the suffering of OFWs and questioned the Philippine government’s ability to care and
protect its own citizens. This is critical because the OFW community has been regarded as modern-
day heroes due to the large amounts of remittances it pumps into the Philippine economy. In 2009,
over 10 million Filipinos were estimated to be migrants, which made the Philippines rank among top
recipients of remittances.

Process Questions

1. What new learning did you develop about the clientele and audiences in communication?
2. What is the focus of communication in relation to individuals, groups and communities?
3. What traits do you possess to become an effective communicator?

Activity 1- Elaborate
Directions: In a separate answer sheet, elaborate the following questions.

1. If you were a professional communicator or journalist, would you have a preferred type of
audience? What would it be and why?
2. How would you best serve the needs of the specific audience of your choice?

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Activity 2- Poster Making

Directions: In an oslo paper, make a poster showing the needs of various types of clientele and
audiences of communication.

Lesson The Settings, Processes and Methods

and Tools in Communication
3

Most Essential Learning Competency

● Illustrate the different processes and methods involved in undertaking communication.

What is it?

The Settings, Processes, Methods, and Tools in Communication

Settings of Communication
The settings of communication may be defined as the physical surroundings of a
communication event which may be made up of the location where the communication occurs,
environment conditions, time of the day, or day of the week, as well as approximately of the
communicators (Alberts, Nalkayama & Martin 2007).

What is critical regarding the setting is to know the audience and understand what they need
to hear and how they need to receive information.

GOVERNMENT ● The government deals with citizens and particularly delivers social and public
SETTING services that ensure peaceful and orderly living. Government communicates to
inform the public about national plans, public services, security situations,
opportunities, and to give general direction to people as a nation. In this sense, the
government setting draws on a variety of communication methods and tools
depending on the subject and intent.
● They have highly confidential information and the information that is meant to be
accessible to all members of the public. The government relied on mass media to
disseminate public information and propaganda.
PRIVATE ● The private sectors refer to the business community, the people who are involved
SECTORS in the delivery of public services that include job creation and employment provision
SETTINGS but are not government. Communication for them is largely advertisement, to inform
the public individuals, groups, and communication about available goods and
services or sale. On the other hand, they need information from the public to
understand the demand they must supply. The private sector engages with the
public, they want to remain relevant, profitable, and accepted.
CIVIL SOCIETY ● This sector of society sees itself as the “third force”. It comes to complement
SETTING government and business action. It includes various groups of non-government
organizations, charities, foundations, people’s organizations, and other pressure
groups that exist to advocate the causes of social justice on behalf of the
marginalized sectors, disenfranchised, minorities, and even on behalf of
biodiversity.
● They do not exist to make profit or to serve as government, but they perform several
functions that belong to the government. In many cases, they also engage in

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 business to raise funds needed to respond to problems affecting the represented
sector or issue. Communication in this sense is defined by the mission and actions
chosen in civil society.
SCHOOL ● Schools are educational and social institutions. Their participation in
SETTING communication is to deliver educational goods to the public and engage
communities in agenda setting regarding educational goals and means.
Communication in a school setting tends to be very formal and academic. The
emergence of new media has transformed communication in schools to include
new forms of communities cutting across school to create communities of learners
that come together to pursue learning beyond physical schools they belong to.
There is more exchange of information and documents among students, and
traditional group work has become virtual teamwork, where the students learn
together and accomplish given tasks without physically coming together.
COMMUNITY ● The community is where all sectors interact: government, business, civil society,
SETTING and all individuals and groups. In general, communication with communities has
tended to favor one directional pattern and mass media.
● Sectors of a community announce their offering to the wider community, and
government agencies would also inform communities in this fashion regarding what
they want the community to know. But there is also within community, individual-to-
individual, group-to-group, and group to general environment communication.
Various tools methods are appropriately drawn to achieve community setting
communication goals.

Process of Communication
The process of communication refers to the transmission or passage of information or message from the
sender through a selected channel to the receiver overcoming barriers that affect its pace. The process of
communication is a cyclic one as it begins with the sender and ends with the sender in the form of feedback. It
takes place upward, downward, and laterally throughout the organization. Communication process consists of
certain steps where each step constitutes the essential of an effective communication.

The Different Elements in The Process of Communication

Sender The very foundation of the communication process is laid by the person who transmits or sends
the message. He is the sender of the message which may be a thought, idea, a picture, symbol,
report or an order and postures and gestures, even a momentary smile.
Message Message is referred to as the information conveyed by words as in speech and write-ups, signs,
pictures, or symbols depending upon the situation and the nature and importance of information
desired to be sent. Message is the heart of communication.
Encoding Encoding is putting the targeted message into an appropriate medium which may be verbal or
non-verbal depending upon the situation, time, space, and nature of the message to be sent.
The sender puts the message into a series of symbols, pictures or words which will be
communicated to the intended receiver. Encoding is an important step in the communication
process as wrong and inappropriate encoding may defeat the true intent of the communication
process.
Channel Channel(s) refers to the way or mode the message flows or is transmitted through. The
message is transmitted over a channel that links the sender with the receiver. The message
may be oral or written and it may be transmitted through a memorandum, a computer,
telephone, cell phone, apps, or televisions.
Receiver Receiver is the person or group who the message is meant for. He may be a listener, a reader,
or a viewer. The receiver is as significant of a factor in the communication process as the
sender. It is the other end of the process. The receiver should be in fit condition to receive the
message, that is, he/she should have a channel of communication active and should not be
preoccupied with other thoughts that might cause him/her to pay insufficient attention to the
message.
Decoding Decoding refers to interpreting or converting the sent message into intelligible language. It
simply means comprehending the message.

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 Feedback Feedback is the ultimate aspect of the communication process. It is the final step of the
communication process and establishes that the receiver has received the message in its letter
and spirit. In other words, the receiver has correctly interpreted the message as it was intended
by the sender. It is instrumental to make communication effective and purposeful.

Methods of Communication
The methods of communication involve the verbal (sounds, language, and tone of voice) the aural
(listening and hearing); nonverbal (facial expression, body language, and posture); the written (letters, memos,
journals, emails, blogs, and text messages); and the visual (signs, symbols, illustration, and pictures).

Tools in Communication
These Include all that we use in both communicating with others and interpreting the information
received from others.
They range from language in all its forms, from tone of voice, to performing, re-enacting, television,
storytelling, telephone, cellphones, movie, radio, photographs, cartoon, cyberspace, digital and
social platforms, and the internet.

Process questions:
1. Why is communication important in good governance?
2. Why do schools engage in communication activities?
3. How do communities carry out their communication activities?

Activity 1. “FILL-IN”
Directions: Write the correct answer on the space provided.

1. The __________ communicates to inform the public about national plans, public services, security
situation, opportunities, and to give general direction to people as a nation.

2. Communication for __________ is largely advertisement, to inform the public, individuals, groups, and
communities about available goods and services for sale.

3. __________ engage in business to raise funds needed to respond to problems affecting the represented
sector or issue.

4. The participation of ___________ in communication is to deliver educational goods to the public and
engage communities in agenda setting regarding educational goals and means.

5. The __________ is where all sectors interact: government, business, civil society, and just about all
individuals and groups. Communication with them has tended to favor a one directional pattern of mass
media.

Activity 2. “EXIT SLIP”

What is the significance of establishing settings,
process, and methods in communication?

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 Lesson Communication Media Channel Use in
4 Different Settings & Situations
Most Essential Learning Competency
● Distinguish the appropriate communication media channel(s)to use in different settings and
situations.

What is it?

The Settings, Processes, Methods, and Tools in Communication Media Channels

A. Mass media
B. New Media and Social media
C. Telecommunications

Communication media channel- is a communication that is mediated or transmitted through

channels such as television, film, radio, social networking sites, fax, email, cellphone, overnight courier,
messenger, and print are generally referred to as media platform and medium (Alberts Nakayama and
martin 2007) The only communication that is not mediated is perhaps is face-to-face communication,
which takes place among people who understand each other’s language. All non-face-to-face
communication goes through channels that are mediated or transmitted.

Two kinds of communication media

A. Physical Media- a person who is talking can be seen and heard by the audience, not only to
hear messages but also to see the body language and feel the climate, it does not need to be
a two-way channel. It also used particularly when dealing with high concern messages or
organizational changes or downsizing. Example: large meeting, department meeting, exclusive
meeting.
B. Mechanical Media – written or electronic channel used as an archive for messages or for
giving clear pictures. Example: email, newsletter billboards, magazine, internet, television.
They use tools in sending messages.

Mass media a one-way communication system like radio, television, internet, or other things that
reach many people. Television is most used. We can see and hear news from around
the world. Yet, the emergence of a new media and social media has transformed media
to become more of dialogue and engaging by giving space to comment which now
typical two-way system. In mass media the audience is not obliged to pay attention or
give feedback.

It refers to all forms of communication that are devoted to transmitting standardized

messages to a widespread audience (Thomson Hockey 1999). Its purpose is to inform,
educate and entertain people. They also influence the way people look at the world and
make them change their views. Mass media play a very important role in organizing
public opinion.

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 social mass
media media
The manipulation
as a form of media
power can change
peoples’ thought
and attitude
towards something
discuss

society

The figure shows the connection of social media and mass media and how they
manipulate society. The mass media are significant forces in modern culture.
Sociologists refer to this as a mediated culture where media reflect and create since
they influence society.

New Media and Communication using digital technologies such as the Internet became popular because
Social Media it is not regulated by members of the profession but by the discourse of participants;
examples are websites. blogs, e-mail. Social media networks. (Facebook, Twitter,
Instagram etc.), music and television streaming services, virtual and augmented reality.
There is more self- censorship than professional public censorship since participants
can choose to go by any name they portray a self-image and may choose to remain
anonymous “the new media has become central to the political arena in a sense that it
redefine participatory democracy with new political implication, open debates and
consensus on issues are increasingly sought and achieve.
The figure below shows the cyclical process of new media as an instrument of social
control.
new media as
suppoting change

political framing

as intrument of social
nutrition
control

Telecommunicati This refers to the transmission of information by electromagnetic means. Large volumes
on in the form of telegraph, words, sounds and images over long distances, are transmitted
in electromagnetic signals by telephone, radio, or television radio and internet.
The telecommunications industry delivers the primary means of virtual
communication; telecommunications firms supply an essential service to the
economy; it also plays an important role in the transport sector. It is used to fly and land
airplanes, and to manage a fleet of vehicles in passenger transport and freight.
Telecommunication also manages the movement of human traffic. National
Telecommunication Company exercises jurisdiction over the supervision, adjudication
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 and control over all telecommunications services and television networks throughout the
country.
Monitoring and A logical model in monitoring and evaluating communication involves splitting the
Evaluation variables into two. This pertains to cause and effect (Sanders 2000). The variable cause
includes the input activities and output, and this must be monitored and accounted for.
The variables include initial outcome, intermediate outcome, and ultimate outcome and
this has to be evaluated. Monitoring traces the plan and documents its implementation
while evaluation accounts for results arising from the implementation of the plan.
Communication in all levels is a planned undertaking with clearly articulated results.

Process questions:

1. How does the media influence us?

2. How does the media influence the public opinion?
3. Why do monitoring and evaluation of social media channels are important?

Activity 1

1. Described mass media and social media. What are their similarities and differences?

Mass Media Social Media

2. Briefly describe the telecommunication process in the Philippines. Share your thoughts on the
franchise of ABS CBN.

Activity 2. Application of learning.

Directions: Select a communication channel and plan a strategy to monitor and evaluate the
effectiveness of the manner of its communication. Draft specific steps on how you would carry out
the monitoring process.

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 Lesson Functions of Applied Social Sciences
5
Most Essential Learning Competency
● Explain each function of applied social sciences.

Self-Development and Applied Social Sciences

By considering the message itself, the viewer or receiver, and how the message is likely to be
interpreted, the person must be sure that the message comes across correctly. In one's own
development, self-development has to do with taking an active part.

Persuasion and Applied Social Sciences

The capacity to grasp one's audience well and its complexity is at the heart of persuasion. The
communicator deals with people 's fundamental views, principles and opinions on topics and how to
tailor the message to the viewer in order to encourage them to follow a certain point of view through
relevant TV, radio, internet, magazines and newspaper outlets.

Persuasion also consists of or includes very few words to ensure that each of them is very
important, clear, and exciting. Other than communication and journalism skills, the ability to empathize,
listening well and responding effectively enhance therapy and social work skills. Persuasion, building
on the abilities of applied social sciences, energizes itself to transfer the target group to the desired
and immediate actions.

Arts and Entertainment and Applied Social Sciences

Art and entertainment can nurture and sustain communities emotionally and socially. Art and
entertainment such as music, dance or theater are ways of mass communication that are useful and
informative that uplift the feelings of individuals, groups, and communities. They help build an
environment of enthusiasm and vitality that promote public and private investment, spectacular and
popular programs, and special events, and represent and share values related to social and cultural
diversity.

Building on the resources of applied social sciences, they increase awareness of key issues. In
specific, communication and journalism. They incorporate humor in depressing and stressful times,
thereby improving people's ability to withstand extreme forms of suffering and optimism. The arts and
entertainment industry provide a wide variety of job opportunities, from the recording studio to
conference facilities and digital enterprises, on stage and behind the scenes.

News and Information of Applied Social Sciences

It has been noted that the concentration of the online audience has equaled, and in many cases
exceeded, what can be seen in most conventional media. This is also fueled by the development of
cell phones that connect any cell owner to the web instantly. Today, before we check the radio, TV
and broadsheets, we get news online.

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 A social network can alert us to important issues and generate visibility that empower the less
educated, less influential people in ways no previous technology has ever done. We may test this by
carefully analyzing how individuals interpret their news. By looking at how knowledge spreads through
social networking platforms correctly and empirically, and by analyzing how human behavior changes
due to social media. In providing quicker and cheaper distribution networks, less barriers to entry, and
more ways to consume content, the media landscape is now more vibrant.

Organizing Advocacy and Applied Social Sciences

Organizing advocacy is very much part of social stability in our present day of free expression
and democracy. Issues that fit people, organizations and societies must be brought to political forums,
where possible public solutions and policies must be sought.

Education and Applied Social Sciences

A well-recognized global system and means of socialization and culture is the educational
process. Training is a continuous process of developing awareness and skills, and it is an outstanding
way for individuals, communities, and nations to bring about personal growth and create relationships.

Education has played a major role, in many ways, in reducing poverty, social isolation,
ignorance, injustice and conflict. From this perspective, the relation between education and applied
social sciences can be highly important. Quality education plays a vital role in global and national
development, one that can ensure a just, inclusive, and sustainable future.

It is important to remember that all stages, regions, measurements, and forms of education
contribute to the four pillars of learning. Training in the current and evolving contexts for social practice.
It is an important means to produce economic and human resources for individuals and communities.

Learning
to Know

4 pillars Learning
Learning of to live
to do
Learning together

Learning
to be

16
Socialization, Enculturation and Applied Social Sciences

Socialization is the process by which society transforms a person from being a child into a
responsible adult with complete engagement, or from being an outsider to being an insider. Much of it
is the school system. The other mechanism running parallel to this one is the mechanism of
enculturation.

Because culture is a system of meaning making, five elements are included in the creation of
meaning: symbols, language, beliefs, norms, ideal ethos, or worldview. Being encultured means that
cultural symbols, vocabulary, beliefs, standards can be interpreted and the thin line between
interpretations called ideal-real or worldview-ethos can be negotiated.

Acculturation, a term that refers to the process of gaining a second community, is another notion
closely associated with enculturation. More individuals are multi-ethnic nowadays, working in two or
more cultural media. The moment one discovers a new culture and starts to make sense of it or
consciously study it, he / she undergoes the process of acculturation.

Process Questions?
1. How are you going to describe each discipline of applied social sciences?
2. Which among the functions explain an encompassing view about the discipline of social
sciences?
3. Which among the disciplines of social science would you personally want to develop as your
career paths?

Activity No. 1.
Directions: Identify a situation in the society that would require or necessitate the performance of the
following functions listed.

Functions of Applied Social Situation in the society that is associated with different
Sciences functions
1. Self-Development

2. Persuasion

3. Arts and Entertainment

4. News and Information

5. Organizing Advocacy

6. Education

7. Socialization and Enculturation

Activity No.2
Directions: Answer the following question as brief as possible?
1. How do art and entertainment help in forming and developing a society?
2. In the discussion of socialization and enculturation, acculturation was developed. Give at
least two examples of acculturation that exist in the society?

17
 Lesson Functions and Effects of
6 Applied Social Sciences

Most Essential Learning Competency

● identify situations that would require or necessitate the performance of the various functions in
local /Philippine settings.

What is it?
Functions and Effects of Applied Social Sciences

Social sciences are described as generators of knowledge about the social world to cause
understanding. Applied social sciences transcend this level though remain essentially providers of
focus. They cede their passive stage to embrace the active mode when they migrate into the applied
space. Therefore, the following may be considered functions and effects of applied social sciences.

● They generate knowledge in an organic way for evidence-based actions and solutions to social
problems and issues. They provide learning feedback by simultaneously engaging the experts and
the stakeholders that form a social world.
● They cause social sciences to do things rather than just remain a source of factual knowledge with
little or no utility at all.
● They generate practical solutions to complex social problems.
● The provision of knowledge by social science becomes the moral basis for applied science to
address the issues and problems of society.
● Communication provides accessibility to information and thereby serves the rights of an individual
and the public to be informed and to he heard by their elders and communities.
● Counseling provides healing, courage, and strength for an individual to face his/her issues and take
up the best possible option in moments of life crises.
● The social work promotes social change, problem solving in human relationships, and the
empowerment and liberation of people to enhance their holistic well-being. (
https://tinyurl.com/y3w2fflg)

Top Ten Social Issues

The world has had to tackle several social issues, and it would be interesting to list the top ten
social issues that have hit humanity. In this way, we can analyze where we are heading. With this brief
introduction we shall now proceed to investigate the top ten social issues that have made an impact
on this entire world.

1. Obesity:
Obesity Strategic focus: Health
Obesity has been on the rise in these modern times. The number of overweight people as well
as obese people seems to have increased from the survey that was conducted back in the year 2002.
This issue is attributed to the nature of most jobs and the food pattern that is currently in action in our
busy society. Unhealthy food habits along with less dedication to workouts have resulted in this obesity
problem.

18
2. Smoking:
Smoking Strategic focus: Health
The percentage of smokers has fallen from about 26.5% in the year 1998 to about 20.8% as
observed in a survey that was conducted in the year 2006. As the laws get tougher on smokers, it
seems people seem to be quitting this deadly habit.

3. Youth Alcohol Usage:

Youth Alcohol Usage Strategic focus: Health
Among the twelfth graders in one survey, about 49% were found to have consumed alcohol a month
before the survey was taken. The worst part of this is that the many parents are unaware of it. In fact, most of
the parents do not seem to have clear and personal talks with their children. This is one of the big reasons why
these youngsters have been pulled into alcohol and drugs.

4. Transportation:
Transportation Strategic focus: Self-sufficiency
Transportation has often been one of the needs that cannot be met for people who live in
poverty. This can make the situation worse.

5. Poverty:
Poverty Strategic focus: Self-sufficiency
The number of deaths due to poverty has seen an exponential rise and the measures taken
against the same seem to be moving at a snail pace while the poverty is galloping ahead. This is one
social issue that requires immediate attention.

6. Basic Needs:
Basic Needs Strategic focus: Self-sufficiency
With the exponentially growing population of homeless people, there have been heavy
demands for basic needs such as food, housing and also utilities. The worst scenario is that their
needs are not being catered to due to acute shortage of the basic amenities.

7. Homelessness:
Homelessness Strategic focus: Self-sufficiency
Among the world’s many homeless people, about 30% of them are found to be single adults
while about 50% of them are adults with families inclusive of children.

8. Homeless Population:
Homeless Population Strategic focus: Self-sufficiency
Among all the single homeless people in the world, it is believed that around 22% are suffering
from some sort of mental illness, while 22% have been caught with substance abuse such as drug
abuse, etc.

9. Teen Violence and Abuse:

Teen violence Strategic focus: Education
This is a heart-breaking issue prevalent almost all over the world. Based on a survey, out of
the surveyed teenagers, about 30% seemed to have become victims of physical abuse and 29% were
subject to violence.

10. Teen Depression and Suicide:

Depression teen Strategic focus: Education
19
 At number ten, we have teen depression and suicide ruling the teen community. The reasons
for depression are many, but the result has unanimously ended in depression and attempted suicides.
According to rough statistics, it is said that about 27% of teenage kids have been driven into
depression, of which 16% are found to be girls and 11% are boys.
Process Questions:
1. Name at least 5 other social issues not mentioned in the lesson that exist in your community.
2. What are the most prevalent social problems that exist in our country?
3. How will you contribute to the remedy to social problems?

ACTIVITY 1
Directions: Watch the short film entitled “The Aim Motivational film” https://youtu.be.com/ 6WxscBX09Xs
and answer the guide questions. Write your answer on the space provided.
1. What social issue is evident in the film?
2. 2.What is the implication of this film to education?

ACTIVITY 2
Directions: Read and explain the famous line about education.
Use the space provided for your answer.

________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
20
Lesson Effects of Applied Social Sciences
7
Most Essential Learning Competency
● Analyze the effects of applied social sciences processes on individuals, groups, and society.

Effects of Applied Social Sciences

The importance of applied social science can be explained by understanding its effect to the
different sectors of society. Through the application of the theories, methods, and concepts from the
social sciences, the applied social sciences provide significant benefits to individuals, groups, and
society. This lesson explains the different effects of the applied social sciences to individual members
of society, groups, or communities and to society in general.

Applied Social Sciences come with a wide range of practitioner skills in areas such as
advocacy, counseling and case management, and the knowledge and experience to be able to work
with individuals, groups and communities to improve their well-being and social functioning.
Professionals here are eligible to apply for roles such as alcohol and drug worker, contact supervisor
and rehabilitation office, among others. They can also fit well in all other sectors requiring the
application of psychological knowledge, including the human resource offices, personnel, market
research, community services, health, and social welfare.

With the applied social science practices, standards in social service delivery are observed. A
set of core values is considered in the delivery of human and social service. Integrity and competence
are expected of all professionals in the practice of social service. They are expected to work within
their areas of competence and to develop and enhance their professional expertise. People in need
are helped by social workers to address social problems. Social injustice is challenged.

The following are considered the effect of Applied Social Sciences

21
Social Awareness, Self-awareness, and Self-knowledge

Social awareness, self-awareness, and self-knowledge are very essential for quality
participation and functioning in society for they incorporate one’s appreciation of both the inner ecology
and the social ecology. We become aware of who we are as individuals because of the presence of
others with whom we share our existence. When we come to recognize that there are other people
and that they are essentially distinct and different from us, that is the start of our social awareness that
simultaneously leads us to become conscious and aware of ourselves as beings or persons.

Social awareness is important for managing your own response to change, and it forms an
essential part of interpersonal intelligence. For students, this involves recognizing others’ feelings and
knowing how and when to assist others. It involves learning to show respect for and understand other’s
perspectives and their emotional states and needs. It likewise involves learning to participate in
positive, safe, and respectful relationships, defining and accepting individual and group roles and
responsibilities. This becomes the foundation of student understanding of their role in advocacy in
society and to build their capacity to critique societal constructs and forms of discrimination, such as
racism and sexism. Social awareness capacitates individuals to appreciate diverse perspectives,
contribute to civil society, and understand relationships.

Social awareness is an important step toward self-understanding and self-mastery, and it forms
an essential part of intrapersonal and emotional intelligence. It means having the capacity to
understand your personality, behaviors, habits, and emotions. It includes being conscious of what you
are good at as well as what you are not good. As a student, it also involves identifying and describing
the factors that influence your emotional responses as well as develop a realistic sense of your
personal abilities, qualities, and strengths. This is done through knowing what you are feeling in the
moment and having a realistic assessment of your own abilities resulting in a well-grounded sense of
self-knowledge and self-confidence. It involves reflecting on and evaluating your learning, identifying
personal characteristics that contribute to or limit your effectiveness, learning from successes or
failures, and being able to interpret your own emotional states, needs, and perspectives. A self-aware
individual acts with personal and social capability through recognition of personal qualities and
achievements, understanding oneself as a learner, and developing a reflective practice.

Attitude and Value Change

Tensions emanating from technological, social, and economic change bring about attitude and
value change. With all changes happening especially in the climate change context, social and cultural
values that may not be in support of survival need to give way to those that are life nurturing. Two
frameworks for climate change resiliency suggested asking either for mitigation strategies to ensure
human survival and prosperity.

Replying only on disaster risk reduction and effective management of climate change is not
adequate; there is a need to have attitudinal and value formation on negative inclinations like “bahala
na” attitude; these cannot lead to individual, group, or community sustainability. Our attitudes and
values must change with time, to allow our new abilities to survive to emerge. Our lifestyles are good
as they are sustainable and supported by our life means.

Behavioral Change

Behavior is acquired or developed slowly and once it's part of your life you will learn difficulty
or behavioral change. It is hard to break old habits or adopt new ones. Making a permanent change in
22
behavior is never a simple process and it requires a substantial commitment of time, effort, and
emotion. Sometimes, one must make several tries before succeeding. Achieving behavioral change
demands multiple solutions, even several different techniques. Often, in the process of trying to change
any people become less motivated, discouraged, and give up their own goals to change their behavior.

Structural Change

Structural change refers to the radical shift in the way reality is not organized and does not
necessarily include the substantive change. Structural change in economic terms, is the transformation
of policy, legal, social, cultural, economic and /or physical aspects of an environment that impede
equity for all. As such, it requires long-term interventions that build on knowledge, behavior, and
attitude. Modification across multiple domains: public and private institutions, civil society, community
groups and in the general population. Normally, this is only realized when there is transformation in
the dominant sectors that help to remove barriers to equity for all in every opportunity area such as
health and safety, education, employment, housing and income and wealth. The complexities of this
issues may require starting in one institution and breeding to another institution as well as long term
close monitoring of public policies.

Process Questions
1. What new learning did you develop about the effects of the applied social science processes?
2. Based on your experience and knowledge, what are the effects of social science processes?

Activity 1
Directions: In a separate answer sheet, do the following:
1. Go online and search for a prominent social scientist.
2. Describe his/her professional practice and one specific program or contribution he/she
imparted to the society.
3. Assess how his/her contribution made an effect to the different sectors of society, especially
on individuals, groups, and the community.

Activity 2
Directions: Summarize the effects to Applied Social Science using 3-2-1- Table
3 THINGS I LEARNED

Effects of Applied Social 2 CONCEPTS THAT ARE VAGUE

Science

1 IDEA THAT HAS AN IMPACT

23
Lesson Effects of Applied Social Sciences on
8 Knowledge, Attitude & Behavior

Most Essential Learning Competency

● Evaluate the effects of certain programs or projects on knowledge, attitude, and behavior of
individuals, groups, and society.

What is it?

Functions and Effects of Applied Social Sciences

Social sciences are described as generators of knowledge about the social world to cause
understanding. They cede their passive stage to embrace the active mode when they migrate into the
applied space. Therefore, the following may be considered functions and effects of applied social
sciences.
● They generate knowledge in an organic way for evidence-based actions and solutions to social
problems and issues. They provide learning feedback by simultaneously engaging the experts and
the stakeholders that form a social world.
● They cause social sciences to do things rather than just remain a source of factual knowledge with
little or no utility at all.
● They generate practical solutions to complex social problems.
● The provision of knowledge by social science becomes the moral basis for applied sciences to
address the issues and problems of society.
● Communication provides accessibility to information and thereby serves the rights of an individual
and the public to be informed and to he heard by their elders and communities.
● Counseling provides healing, courage, and strength for an individual to face his/her issues and
take up the best possible option in moments of life crises.
● The social work promotes social change, problem solving in human relationships, and the
empowerment and liberation of people to enhance their holistic well-being.

Behavioral Change
Behavior change can be aimed at different levels, including individual, organizational,
community, and population levels, and any intervention delivered at one level can impact on other
levels. The most effective interventions are those that target several levels simultaneously and
consistently (NICE, 2007). There are a variety of types of methods to bring about behavioral change;
a review of effective behavior change interventions and recommendations for practice at population,
community, and individual levels identified evidence-based principles underlying effective behavior
change (NICE, 2007). According to Abraham, Kelly, West, & Michie (2009), these are:
1. Knowledge and outcome expectancies (improving people’s knowledge about the health
consequences of their behaviors),
2. Personal relevance (drawing people’s attention to what health behavior change would mean for
them),
3. Positive affective attitudes (promoting positive feelings about behavior change),
4. Descriptive norms (increasing the visibility of positive health behaviors in the social environment),
5. Subjective norms (improving social approval of positive health behaviors),
6. Personal and moral norms (promoting personal commitments to behavior change),
7. Self-efficacy (increasing people’s belief in their ability to change their behaviors),

24
8. Intention/goal setting and the formation of concrete plans (helping people set goals and form
plans on how to achieve them),
9. Behavioral contracts (facilitating that people share their plans and goals with others),
10. Social relationships (drawing attention to the social influences on health behaviors), and
11. Relapse prevention (helping people develop skills to cope with difficult situations).

Structural Change
Social and political institutions set the context for individual and group behavior and are meant
to provide the resources individuals need to survive. How people act and live is shaped in large part
by the social structures in which they find themselves. Social justice is, in part, a matter of ensuring
that these structures and institutions do in fact satisfy basic human needs.
One type of structural change is the strengthening of civil society. Many think that strengthening
community and civil society is one way to address persistent social problems such as destructive
injustice, poverty, violence, and environmental degradation. Strong civil society can
promote dialogue and reconciliation, foster good governance, and build peace across cultures. It can
also foster the values of caring, tolerance, and cooperation, and encourage public discourse and broad
participation in the construction of public policy. People who care about community are less likely to
participate in mindless development, environmental pollution, and racial and economic segregation.
Various types of structural reform aim to strengthen community and civil society. These
measures strive to foster public participation and create institutions of governance that can "become
vehicles not just for making and enacting policy decisions but for fostering citizenship." Such measures
include forums for meaningful public engagement, real opportunities for community members to
communicate with public officials, and other forms of inclusive governance.

Social Media
It is no secret that social networks are among the most widely adopted technologies of our
times. Almost 40 per cent of the world’s population now uses social media and the figures only keep
growing. The expert use of social media can complement and boost scientific endeavors across three
main areas:
● Social media networks can help spread scientific knowledge. Sharing is the very nature of these
platforms, so they can help bring down barriers to the dissemination of scientific information and
foster a culture of science communication between different stakeholders.
● They can also help make research and scientific contributions more widely available. Traditionally,
scientific communities have been “gated”, but social media can contribute to the democratization
of scientific discourse and make it available to more people. As a side effect, this can generate
curiosity and / or a deeper appreciation for the contributions that science has made and can make
to society at large.
● Finally, science itself can have a stronger online profile thanks to social networks. This can add
credibility to the wealth of information generated in the public sphere, counter the effects of fake
news or unproven claims with solid scientific research, and generate public debate about issues
that are of paramount importance for society. This is already happening in areas like food security
and environmental science.

Self-Awareness
Self-awareness seems to have become the latest management buzzword — and for good
reason. Research suggests that when we see ourselves clearly, we are more confident and more
creative. We make sounder decisions, build stronger relationships, and communicate more effectively.
We are less likely to lie, cheat, and steal. We are better workers who get more promotions. And we
are more-effective leaders with more-satisfied employees and more-profitable companies (Tasha
Eurich 2018).
According to Tasha Eurich, there are two broad categories of self-awareness that kept
emerging. The first is internal self-awareness, this represents how clearly we see our own values,
25
passions, aspirations, fit with our environment, reactions (including thoughts, feelings, behaviors,
strengths, and weaknesses), and impact on others. They have found that internal self-awareness is
associated with higher job and relationship satisfaction, personal and social control, and happiness; it
is negatively related to anxiety, stress, and depression.
The second category, external self-awareness, means understanding how other people view
us, in terms of those same factors listed above. Their research shows that people who know how
others see them are more skilled at showing empathy and taking others’ perspectives. For leaders
who see themselves as their employees do, their employees tend to have a better relationship with
them, feel more satisfied with them, and see them as more effective in general.

Self-Knowledge
Self-knowledge refers to knowledge of one's own mental states, processes, and dispositions.
It involves a capacity for understanding the representational properties of mental states and their role
in shaping behavior (McGeer, 2001).
According to Anna Katharina Schaffner, Ph.D., there are five core reasons why we should
aspire to self-knowledge in the first place:
● Self-knowledge directly relates to one of our basic needs, the desire to learn and to make sense
of our experiences. This includes acquiring as much knowledge about our own patterns,
preferences, and processes as we can. As in other domains, the more deeply we understand
something, the better we can master it.
● Self-knowledge prevents a discord between our self-perception and how others perceive us.
Delusional assessments of our skills and qualities, in the form of “unrecognized ignorance,”
can be the cause of great embarrassment when they are unmasked. If our perception of
ourselves rests on unsound foundations, we will invest much of our energy in defending our
self-image against the threat of cognitive dissonance.
● Understanding our histories keeps us from blindly repeating unproductive past patterns. It can
also result in a kinder and more compassionate view of what we may regard as our failures.
● Crucially, self-knowledge enables us to be more proactive in response to external events. If we
truly know our patterns, our triggers, and our pleasures, and if we have the emotional
intelligence to recognize our feelings as they happen, we are much less likely to be dominated
by them.
● Finally, self-knowledge is also the necessary first step for initiating positive change. Only by
taking stock of what is – in as objective a way as possible – we can plan what we want to
change and work towards it.

Process questions:
1. What is applied social science?
2. What is the importance of applied social science?
3. Where can we apply the process of applied social sciences?

Activity 1. “Exit Slips.”

Slip #1. How are you going to evaluate the behavioral change of an individual? When can you
say it is successful or unsuccessful?

Slip #2. How are you going to evaluate the structural changes in our society today? When can
you say it is efficient or not efficient?

Slip #3. How are you going to evaluate the impact of social media to individual, groups and to
the society as a whole? When can you say it is productive or unproductive?

Slip #4. How are you going to evaluate your self-awareness and self-knowledge about your
26
surroundings? How do you feel about your current situations?
REFERENCES:

Lesson 1 (Medina)

Elias M. Sampa, 2017, Discipline and Ideas In the Applied Social Sciences, REX Book Store, Inc., Manila,
Philippines

https://tinyurl.com/yyu6rlrw

Lesson 2 (Marinduque)

https://en.wikipedia.org/wiki/Communication
https://www.youtube.com/watch?v=RkebtEk2zU0
https://www.toppr.com/guides/business-studies/directing/communication/s

Lesson 3 (Valdez)

https://tinyurl.com/y536dy7d
https://tinyurl.com/y38ymgyl

Lesson 4 (Herrera)
No identified sources

Lesson 5 (Medina)
No identified sources

Lesson 6 (Marzan)
https://tinyurl.com/y34pyprj
https://tinyurl.com/y3w2fflg
https://tinyurl.com/y522vype
https://tinyurl.com/y2ylwh5q
https://youtu.be.com/ 6WxscBX09Xs

Lesson 7 (Marinduque)
https://www.scribd.com/document/370042062/Effects-of-Applied-Social-Science
https://www.scribd.com/document/360377849/Effects-of-Apps
https://www.enotes.com/homework-help/how-do-ones-attitude-values-change-due-impact-402401

Lesson 8 (Valdez)
https://tinyurl.com/y3w2fflg

Ildiko Tombor and Susan Michie. Subject: Health Psychology. Online Publication Date: Jul 2017
https://tinyurl.com/yy6feu6w

Social Media for Science and Research: Current Trends and Future Possibilities by Frank M. Waechter.
https://tinyurl.com/y6r5w45p

What Self-Awareness Really Is (and How to Cultivate It) by Tasha Eurich

https://tinyurl.com/ya6wggf8

Michelle Maiese. July 2003. https://tinyurl.com/y33omfbq

27