DIASS REVIEWER

LESSON 1
DISCIPLINES OF COMMUNICATION
● Communication- the key to understand every member of the society

THE DISCIPLINES OF COMMUNICATION

- deals with how humans use verbal and non-verbal messages
- can be from one person to another, from person to group,
government setting private sector setting, civil society setting, school
setting, community setting to mass audiences across cultures

GOALS OF COMMUNICATION
● To inform and be informed - it is through communication that we are
seeking and giving details
● To persuade and influence - persuasiveness and impact is another function
of communication.
● To build and maintain relationships - through communication that people
show feelings, anger, pain and pleasure.
● To develop a career - a candidate with high motivation seems to have an edge

SCOPE OF COMMUNICATION
● Social Dimensions - plays a vital role in the determination of the social behavior
of the human being
● Educational Dimensions - communications network is a part and parcel of
people's education
● Organizational Dimensions - communication has a crucial role to play in
the management structure of an easy operating system
● Dimension of Entertainment - to break the timetable of living and redirect
our interest from the hectic situation
● Integrative Dimensions - it integrates different people from
different backgrounds around the world

PRINCIPLES OF COMMUNICATION
● Clarity - ensuring that the message is clearly understood by the
audience, minimizing ambiguity and confusion
● Attention - capturing and maintaining the audience’s interest and
focus throughout the communication process
● Feedback - process of receiving and responding to input from others
● Informality - adapting the communication style to suit the context and
audience, whether formal or informal
 ● Consistency - ensuring that the message is coherent and logical, avoiding
contradictions and inconsistencies
● Timeliness - delivering messages promptly when needed, ensuring relevance
and effectiveness
● Adequacy - providing sufficient information for the audience to understand the
message fully, without overloading or underwhelming them

ELEMENTS OF COMMUNICATION
● Message - the content being communicated which can be conveyed through
words, gestures, symbols, etc.
● Sender - the initiator of communication, responsible for encoding
and transmitting message
● Receiver - the recipient of the message, responsible for decoding
and interpreting its meaning
● Channel - the medium through which the message is transmitted, such as
face-to-face, written text, or digital media
● Feedback - response or reaction from the receiver to the sender’s
message, providing information for communication effectiveness
● Context - surrounding circumstances or environment in which the
communication takes place, influencing how the message is interpreted
● Noise - any factor that interferes with the transmission of the message, such as
distractions, language barriers, or technical barriers
● Effect - consequences or outcomes of the communication, which can include
changes in understanding, attitudes, or behavior

LEVELS OF COMMUNICATION
● Intrapersonal - occurs within an individual’s own mind, involving self-reflection,
internal dialogue, and introspection
● Interpersonal - occurs between two or more individuals
● Group - occurs within a small group or team involving multiple participants
working towards a common goal or objective
● Public - directed towards a large, anonymous audience, typically involving
one-way transmission of information or messages
● Mass - aimed at a broad audience, often through mass media channels such
as television, radio, or the internet
● Computer-Mediated - facilitated by digital technology, including email,
social media, instant messaging, and online forums
 LESSON 2
PROFESSIONALS AND PRACTITIONERS IN COMMUNICATION
➢ ROLES AND FUNCTIONS OF COMMUNICATORS AND JOURNALISTS
● Political Role- communication is the means by which information
is provided to the people.
➔ Disseminating Information- providing the public with
news and information through various mediums such as
newspapers, television, and online platforms
➔ Creating and Reflecting Public Opinion- communication
shapes and reflects public opinion, influencing political
decisions and governance
➔ Watchdog of the Government- mass media acts as
a “watchdog” or fourth estate, holding governments
accountable and preventing abuse of power
● Economic Role- communication plays an important role in
the development of the economy
➔ Advertising- communication informs consumers about
products and services, stimulating demand and
benefiting the economy
➔ Educating about Economics- communication promotes
economic literacy, disseminating information about
government economic programs and policies
● Social Role- communication plays an integral part in
the development of the cultural heritage of the nation
➔ Preserving Cultural Heritage- communication helps
preserve and promote cultural heritage, strengthening social
fabric of nations
➔ Entertainment and Education- communication
provides entertainment and education, offering a respite
from daily life’s challenges and educating the public
➔ Nation-Building- communication promotes national unity
and identity, encouraging citizens to act for the collective
good of the country

WORK AREAS IN COMMUNICATION AND JOURNALISM

➢ ADVERTISING:
● Copywriting- compelling messages to promote products or
services across various media platforms
 ● Account Management- building and maintaining relationships with
clients, understanding their needs, and ensuring effective
communication strategies
● Graphic Design- creating visually appealing advertisements, logos, and
branding materials
● Brand Management- developing strategies to enhance brand identity

➢ PUBLIC RELATIONS
● Press Release Writing- drafting press releases to announce news
or events, managing media relations, and shaping public perception
● Event Coordination- planning and organizing events to promote
clients or organizations
● Media Relations- cultivating relationships with journalists, bloggers,
and influencers to secure positive media coverage and manage crisis
effectively
● Crisis Communication- developing strategies to address and
mitigate reputational damage during crises or emergencies

➢ CORPORATE COMMUNICATIONS
● Internal Communication- facilitating communication within organizations
through newsletters, memos, intranet platforms, and employee meetings
● External Communication- managing communication with stakeholders
such as investors, customers, and the public through press releases
● Brand Management- establishing and maintaining a positive
corporate image, aligning communication efforts with organizational
goals and values

➢ JOURNALISM
● Reporting- investigating and gathering new stories
● Editing- reviewing and refining written content for accuracy, clarity,
and adherence to editorial standards
● Photojournalism- capturing compelling images to accompany
● Layout Design- designing layouts for newspapers

➢ BROADCASTING
● Radio and Television Production- producing radio shows, tv
programs or documentaries
● Journalism- reporting news and current affairs
● Technical Direction- overseeing the technical aspects of broadcasting
● Videography- capturing video footage for new stories
 ➢ FILM INDUSTRY
● Scriptwriting- developing screenplays for films or television
shows, creating engaging narratives and dialogue
● Directing- guiding the creative vision of a film or TV project
● Cinematography- capturing cinematic visuals through camera operation
● Editing- assembling raw footage into a cohesive narrative, refining pacing

➢ DIGITAL COMMUNICATIONS AND MULTIMEDIA

● Web Design- creating visually appealing and user-friendly websites
● Social Media Management- developing and executing social media
strategies to engage audiences
● Online Journalism- producing news content for digital platforms
● Multimedia Development- designing and producing
interactive multimedia content

➢ RESEARCH
● Survey and Polls- designing and conducting surveys to gather data on
public opinion
● Market Research- analyzing market trends, consumer preferences
● Audience Analysis- studying audience demographics, preferences,
and consumption habits
● Content Analysis- analyzing media content to identify patterns

RIGHTS, RESPONSIBILITIES, AND ACCOUNTABILITIES

● Constitutional Guarantee- freedom of speech and press are protected by law
● Code of Ethics- practitioners are expected to adhere to ethical standards such
as accuracy, fairness, and privacy
● Accountabilities- practitioners are accountable for their actions with limitations
imposed by laws

ETHICAL BEHAVIORS
● Accuracy and Truthfulness- communicators and journalists strive to
provide accurate and truthful information to the public
● Confidentiality- respecting the confidentiality of sensitive information
● Fairness and Objectivity- balancing different perspectives and
presenting information in a fair and unbiased manner
● Respect for Privacy- respecting individuals right to privacy and refraining from
intruding into their personal lives
● Transparency- being transparent about sources affiliations, and potential
conflicts of interest enhances credibility and fosters trust with the audience
 ● Responsible Reporting- exercising caution and sensitivity in reporting
on sensitive topics
● Respectful Communication- engaging in respectful and civil communication
● Adherence to Professional Standards- abiding by professional codes of ethics
and standards set by prof. organizations

UNETHICAL BEHAVIORS
● Fabrication and Falsification- intentionally inventing or altering information
● Plagiarism- presenting someone else’s work, ideas or word
● Conflict of Interest- allowing personal interests, biases, or affiliations
to influence reporting or communication
● Sensationalism- prioritizing sensational or salacious content
● Invasion of Privacy- invading individuals’ privacy by intrusive or unauthorized
surveillance
● Selective Reporting- cherry-picking information or sources
● Manipulative Messaging- employing manipulative or deceptive tactics
● Pay-for-Play Journalism- accepting payment or other incentives in exchange
for favorable coverage
● Misrepresentation- misrepresenting oneself
● Placing Audience at Risk- disseminating false or misleading information

LESSON 3
CLIENTELE AND AUDIENCES IN COMMUNICATION
● Audience in Communication- refers to the receiver of the message across
various settings such as interpersonal, group, organizational, and public.

TYPE OF AUDIENCES
● Individuals- characterized by interpersonal communication, involves a two-
way exchange of information with less interference
● Groups and Organizations- communications within groups emphasizes
interdependence, interaction, synergy, common goals, shared norms,
and cohesiveness.
➔ Interdependence- if one team member fails to meet a deadline, it
can impact the entire project’s progress
➔ Interaction- team members engage in active discussion, sharing
ideas, and building upon each other’s suggestion
➔ Synergy- occurs when individuals with diverse skills and expertise
collaborate effectively
➔ Common Goals- members may have different backgrounds
and perspectives, but they unite around a common goal
 ➔ Shared Norms- students and faculty follow shared norms of academic
integrity
➔ Cohesiveness- a cohesive team exhibits trust, mutual respect, and
a sense of belonging
● Communities- effective communications considers community
size, backgrounds, issues, and engagement methods
● Media Audiences- consist of readers, listeners, viewers, users, and
consumers across media platforms

THEORIES ON MEDIA AUDIENCES

● Hypodermic Needle Theory (Magic Bullet Theory)- views audiences
as passive recipients heavily influenced by media content
● Two-Step Flow Model- suggests that media messages pass through
opinion leaders before reaching individuals
● Uses and Gratifications Theory- argues that audiences are active and
seek media based on their needs and gratifications

INTERNET AUDIENCES
● Internet Audiences- represent a dynamic and diverse group of individuals with
distinct characteristics and behaviors in the digital realm.
● Dispersed- internet audiences transcend geographical boundaries and
are spread across the globe.
● Interactive- internet audiences actively engage with content through
likes, comments, shares, and discussions on social media platforms.
● Technological Knowledge- engaging with the internet requires a certain level
of technological literacy
● High Consumption Practices- internet audiences exhibit
voracious consumption habits

AUDIENCE ANALYSIS AND RESEARCH

● Audience Analysis and Research- from the bedrock of effective
communication strategies
● Identification of Target Audience- audience analysis begins with identifying
the demographic, psychographic, and behavioral characteristics of the target
audience
● Methodologies of Research- various methodologies are employed to gather
insights into audience preferences and behaviors
● Critical for Effective Communication- indispensable for
producing communication content that is relevant
NEED OF INDIVIDUALS
● Interpersonal Connection- individuals often seek communication to
establish and maintain personal connections with others
● Information Exchange- individuals have a need for information exchange,
whether it’s to gain knowledge
● Validation and Recognition- individuals may seek communication to
validate their opinions, beliefs, and identities

NEEDS OF GROUP AND ORGANIZATIONS

● Collaboration and Coordination- groups and organizations require
communication to facilitate collaboration and coordination among members
● Problem-Solving and Decision-Making- groups and organizations use
communication to identify problems, generate solutions, and informed decisions
● Team Building and Cohesion- communication plays a vital role in building
and maintaining cohesion within groups and organizations.

NEEDS OF COMMUNITIES
● Information Dissemination- communities rely on communication to
disseminate information that is relevant to their member
● Community Engagement and Participation- communication serves as a
tool for engaging community members
● Social Support and Solidarity- communities use communication to provide
social support, empathy, and solidarity to members in times of need or crisis

LESSON 4
SETTINGS, PROCESS, METHODS, AND TOOLS IN COMMUNICATION
➢ SETTINGS OF COMMUNICATION
● Individual Setting- Intrapersonal and interpersonal communication
occur within oneself and between individuals
● Academic Setting- communication skills are crucial for academic
success, including listening, articulation, and presentation
● Professional Setting- effective communication is vital for entry-level
jobs, private practice, or government roles
● Civic Setting- communication plays a crucial role in
community engagement, activism, and political participation

PROCESS OF COMMUNICATION
● Transmission Process- linear model focusing on sender, message,
channel, receiver, and noise
 ● Interactional Process- circular model emphasizing feedback, simultaneous
encoding/decoding, and contextual factors
● Transactional Process- communication is viewed as a dynamic process
where both parties contribute equally, shaping each other’s realities

COMMUNICATION MEDIA CHANNELS

● Mass Media- includes traditional channels such as print, radio, and television,
designed to reach large audiences
● Telecommunication- involve transmitting information through
various technologies, enabling real-time communication
● New Media- to digital platforms that enable interactive, user-generated
content and community building

METHODS IN COMMUNICATION
● Verbal- such as the sound, tone of the voice, and language
● Aural- listening and hearing
● Non-verbal- facial expression, body language, and posture
● Written- letter, journals, memos, blogs, emails, or messages
● Visual- signs, symbols, illustrations, and pictures
● Intrapersonal- pertaining to self-introspection
● Interpersonal- referring to dyadic or group communication
● Public- addressing a targeted audience in a public forum
● Mediated- using media and communication
● Institutional- involving internal or external processes of organizations juridical
entities

TOOLS OF COMMUNICATION
● Language
● Technology
● Printed Materials
● Non-Printed Materials
● Online Tools

LESSON 5
FUNCTIONS OF APPLIED SOCIAL SCIENCES
● Self-development- refers to the process of improving oneself, understanding
personal strengths and weaknesses, and enhancing one’s abilities and qualities
● Persuasion- involving influencing beliefs, attitudes, or behaviors of individuals or
groups
 ● Arts and Entertainment- encompasses creative expressions and
cultural productions that provide leisure
● News and Information- involves the dissemination of current events, facts, and
knowledge through various media channels to inform and educate the public
● Organization, Advocacy, and Mobilization- entail collective efforts to
address social concerns and promote social justice
● Education- includes formal and informal processes of imparting
knowledge, skills, and values to individuals
● Socialization- refers to the lifelong process through which individuals acquire
social norms

EFFECT OF APPLIED SOCIAL SCIENCES

● Communication- drawing from sociology, psychology, and political
science, shapes societal norms
● Counseling and Social Work- both considered helping professionals
● Everyday Manifestations- denotes how these functions are manifested in daily
life such as through participation in community events

“To God, be the Glory”