11

DISCIPLINES AND
IDEAS IN THE
APPLIED SOCIAL
SCIENCES
Module 9: Clientele and
Audiences in Communication
Jorge W. Echavia, Jr., M. Ed. GC, LPT
Compiler/ Contextualizer

DISCIPLINES AND IDEAS IN THE APPLIED SOCIAL SCIENCES (DIASS)

 Second Semester
Quarter 3: Module 9/Week 9
Clientele and Audiences in Communication

Content Standards : Clientele and Audiences in Communication

Performance Standard : Use acceptable research protocols, conduct a
survey among young adults (i.e., 18-21) on their
communication needs.
Present results and recommendation for class
discussion.

Competencies : 1. Describe the clientele and audiences of

communication
2. Distinguish the needs of individuals, groups,
organizations, and communities.

Learning Outcomes : 1. Assess the need of the community that needs

to be addressed by the local government
through the conduct of interview to any
resident of community.

2. Evaluate understanding on the clientele and

audiences in communication by sending
one-page letter of recommendation to the
barangay attaching proposal letter of
possible actions on the COVID-19 pandemic
situations.

What I Know

MULTIPLE CHOICE: Choose the letter that best corresponds to your answer
and write it on a separate sheet of paper.

1. Which is one of the factors of audiences in communication that is deemed as

the area where potential clients live, eat, shop, or attend school?
A. Geographic Needs C. Socio-Economic Needs
B. Demographic Needs D. Service-Related Needs

2. It uses verbal and non-verbal messages to create meanings in various

contexts.
A. Language C. Linguistics
B. Semantics D. Communication

1
3. The basic social need for survival that must be satisfied in any form of social
interaction.
A. Communication C. Safety and Security
B. Food and Clothing D. Love and Belongingness

4. The clientele and audiences in communication represented by the private or

public figures or the ordinary citizen, is called as_______.
A. Group B. Individuals C. Community D.
Organizations

5. It is referred to as the audiences of communication in the society who are

informed on current events and facts, information, public service programs,
and projects.
A. Group B. Individuals C. Organizations D. Communities

6. It is considered as the basic unit of society.

A. Family B. Civil Society C. Organization D. Communities

7. The brotherhood of sharing, exploring, and learning starts in what type of

clientele and audiences in communication?
A. Civil Society C. Public Servants
B. Organizations D. Private Individuals

8. The characteristics of clients that determines which message gets

communicated or the manner it will be delivered, is known as_____.
A. Age B. Language C. Social Position D. Information Value

9. It is the source of information that affects the format and distribution of the
communication materials.
A. Language C. Educational Level
B. Social Position D. Information Value

10. The feelings of the audiences affecting the format of materials and the
distribution methods to be used, is known as_______.
A. Health Status C. Social Position
B. Means and Mood D. Race and Ethnicity

11. The important factors such as race, ethnicity, beliefs, religion, social group
affiliations, shared attitudes, values, goals, and practices are considered as
_____.
A. Cultural Needs C. Geographic Needs
B. Demographic Needs D. Service-Related Needs

12. The client-readiness, availability of information, resources, and accessibility

to services influencing the decisions and choices of the audience, is called
as____.
A. Cultural Needs C. Demographic Needs
B. Geographic Needs D. Service-Related Needs

13. It is defined as the visions and perceptions of potential client of

communication on the services offered.
A. Geographic Needs C. Psychographic Needs
B. Socio-Economic Needs D. Demographic Needs

2
 14. It refers to the household income, level of education, social status, and
occupation influencing potential clients and audiences in communication.
A. Cultural Needs C. Socio-Economic Needs
B. Geographic Needs D. Service-Related Needs

15. It covers the factors such as age, sex, gender preferences, marital status that
may help in addressing specific needs of target clients and audiences.
A. Geographic Needs C. Psychographic Needs
B. Demographic Needs D. Socio-Economic Needs

Congratulations! You are now ready to proceed on your lessons in the clientele and
audiences in communication. You are advised to read the lessons properly. Good
luck!

What I Need to Know

As you continue to study the Discipline and Ideas in the Applied Social
Sciences (DIASS) and you have undergone with, the third application is
COMMUNICATION apart from COUNSELING and SOCIAL WORK.

The module is divided into two main lessons:

• Lesson 1 – Clientele and Audiences of Communication
• Lesson 2 – Needs of Communication

After going through this module, you are expected to:

1. assess the need of the community that needs to be addressed by the local
government through the conduct of interview to any resident of
community; and

2. evaluate understanding on the clientele and audiences in communication

by sending one-page letter of recommendation to the barangay attaching
proposal letter of possible actions on the COVID-19 pandemic situations.

Lesson CLIENTELE AND AUDIENCES IN

1 COMMUNICATION

In this lesson, the clients and audiences in communication like individuals,

groups, organization, and communities will be characterized. It is important to
realize that we live in a dynamic and ever-changing world where new technology can
reach and serve several clients and audiences. The new media can influence and
affect the society. A good communicator must know its effect in the modern society.

3
 What’s In

Activity 1: POEM ANALYSIS.

Instructions: Read and reflect on the poem “Sa Kasintahang Nilimot Na” by Benilda
S. Santos and answer the questions on a separate sheet of paper. Keep your answer
short and simple (KISS principle).

“Sa Kasintahang Nilimot Na”

Benilda S. Santos

Ang totoo, ayaw na kitang makausap.

Nakakainis kasi ang tawa mo sa telepono.
Lahat ng bagay pinagtatawanan mo—
kahit hindi nakakatawa
nagiging biro sa ‘yo. Ayaw ko nang ganito.
Pakiramdam ko kasi, maysakit ang tawa
mo
at medyo takot akong mahawa pa
sa mikrobyong dala-dala mo.
Ayaw kong manghina pa
ang malusog-lusog nang
kaligayahan ko.
Ngunit alam ko:
makikipagkita pa rin ako sa iyo
alang-alang sa mga alaalang
nakapagpapabanal sa tao
at dahil alam kong
sa likod ng malalakas na halakhak
ang totoo,
hinihingan mo ako ng reseta
sa sakit mo. Hindi mo alam,
wala na akong maibibigay
na anupamang gamot.
Ang umiibig pala nang tapat sa iba
nagiging maramot.

Process Questions:

1. How can you best describe the poem in terms of communication?

2. What are the characteristics of the author as a communicator?
3. How did the author communicate her feelings?
4. If you were the recipient-person of the poem, how would you reply?
5. What could be the need of the individual in the poem?
6. Who could be the clients and audiences of the poem? Briefly explain your
answers.

4
 What’s New

CLIENTELE AND AUDIENCES IN COMMUNICATION

We have discussed in the previous module that communication is the process
of transferring information from one person to another and it requires
understanding, perceiving, interpreting, and comprehending the meaning of verbal
and non-verbal behavior of the various elements of communication.

In the previous module in Communication, we also focus on how humans use

verbal and nonverbal messages to create meanings in various contexts such as
interpersonal relationships, groups, organizations, cultures, criticisms,
performance, argumentation and persuasion, technology mediated communication,
and popular culture. Communication studies is interested on the impact of these
messages on its clients and audiences.

TYPES OF CLIENTELE AND AUDIENCES IN COMMUNICATION

These clientele and audiences use communication for different purposes and
help them achieve goals.

Individuals. Communication provides ways for individuals in sending and

receiving messages. Communication is a basic social need for survival that
must be satisfied in any form social interaction. These individuals might be
private or public figures or just a simple ordinary citizen.

Groups and Organizations. The family as a basic unit of society is helped by

communication. Power relations in society started in the family, and
communication is a tool in maintaining strength and brotherhood, sharing
ideas and perspectives, developing talents and skills, exploring interests and
abilities, and learning concepts and information within the members of the
family, members of small or big groups, and private or public organizations.

Communities. Communication brings news on current events and facts,

information, public service programs, entertainment, and government or
nongovernmental projects to communities to keep them informed and aware
of the current situation of the society.

Activity 2: Share Your Ideas (SYI). As a student of Humanities and Social Sciences,
how will you accurately communicate important information? How can will you
communicate information to different clients and audiences? Briefly support your
answer. You may write it on an extra sheet of paper and submit it to your teacher.
Keep it short and simple (KISS).

5
 What Is It

Remember, the characteristics of each client and audience of communication

must be determined to properly understand the correct methods, processes, and
tools to be used in communication.

Characteristics of Clientele and Audiences in Communication

1. Social Position. The status that a person enjoys in a communication
context. They are president or leader, middle manager, a colleague, or a
subordinate in an organization of community. The social position
determines which message gets communicated and to know how a
communication can be crafted, packed, contained, and delivered.

2. Educational Level. This will 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
material; with such audience, oral presentations may be more effective.

3. Age. Population age can affect choice of communication format or

distribution. The communication materials may be relevant to 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 audience
while printed materials, emails, phone calls, meeting, and memos are maybe
more effective for older audience.

4. Language. Language must be considered if the message is to be effective

and communicated. If the language used is different from the one used by
the target audience, there is a need to translate the communication materials into
sign languages to cater our physically challenged audience and properly translated
to a simpler primary language or mother tongue.

5. Health Status. This matters a lot as it dictates people’s disposition to

listening and responding. The ability to make meaning of the communicated
material can be affected by physical and mental health or wellbeing. It is
important that the materials communicated are more personal and relevant
to specific health conditions or issues of the audience s.

6. Means and Mood. Feelings of the audience can affect the format of materials
and the distribution methods to be used. On the other hand, audiences
without access to computers, smart phones, printed materials, television
and radio broadcast information dissemination may not be effective.

7. Information Value. Informative sources affect the format and distribution

of the communication materials. Most client and audiences value the source
that they trusted the most.

6
 What’s More

Activity 3: HEARD BUT NOT SEEN

Instructions: Interview a family member or any barangay resident. Complete the table
below by determining the needs of the individual. You may copy or
modify the table below and fill it out according to the gathered data.
Afterwards, briefly answer the questions that follow. Remember to make
your data reliable.

Characteristics Data Gathered

Name (First Name or initials only)
Social Position (Work/Family)
Educational Level/Attainment
Age/Sex/Gender
Race/Ethnicity Filipino ______ Foreign _______ Other ______
Language/s Spoken
Health Status Healthy Y/N_____ if No, what is it? ________
Feelings (how do you feel today?)
Source of information /news Radio ____ TV ______ Newspaper_______
Other sources ________________
Other Important Information

Process Questions:

1. How do you feel in doing the process of interviewing the person?

2. How important is the use communication in the conduct of your interview?
Did it help in finding out the data you wanted to ask?
3. As you hear the person talking, do you listen attentively? On part of the
interviewee, did he or she respond extensively?
4. Were you able to get a good perspective on his/her issues and concerns? Do
you think you can recommend suggestions or solutions to solve them?
5. Can you picture out the work of a person engaged in communication or
journalism?

Lesson
NEEDS OF COMMUNICATION
2
After determining the characteristics of the clientele and audiences, the next
step is to identify all important aspects of their needs.

DEMOGRAPHIC NEEDS

Determining factors such as age, sex, gender preferences, marital status,

family size, and the stage in the family life cycle (single, married with no children,
married with young children, married with school-age children and some are leaving

7
home for college, retirement age with chronic diseases, etc.) may help in addressing
specific needs of target market or audience.

CULTURAL NEEDS

Important factors such as race, ethnicity, beliefs and religion, social group
affiliations, and shared attitudes, values, goals, and practices of a certain
organization or group may help in determining the needs of the target audience.

SOCIO-ECONOMIC NEEDS

Household income, level of education, social status, and occupation can

influence potential clients and audiences in their decision-making to decide which
services can be utilized and sought after, what type of information wanted, and how
options may be evaluated. These factors can shape their selection of services based
on cost-efficiency, value, quality, and affordability.

GEOGRAPHIC NEEDS

Defining the geographic area where potential clients live, eat, work, shop,
attend school, kind of neighborhood, and do recreational activities can help in
identifying effective ways to reach the audience which may provide opportunities to
focus on promotional efforts and marketing approaches.

PSYCHOGRAPHIC NEEDS

The potential client or audience’ visions and their perception on the services
offered is an important factor in the practice of communication. Social relationships,
achievements, independence, personal growth and development, physical and
mental health status will influence their responses on communication and
marketing efforts.

SERVICE-RELATED NEEDS

Client-readiness, availability of information and resources, accessibility to

services, service orientations, and patterns of use may help in understanding
prospective clients. These factors influence decisions and choices of these audience.

What’s More

Activity 4: PASS THE MESSAGE

Instructions: Using a short bond paper, write a one-page letter of
recommendation to your Barangay Captain on what must be done
on the current situations of your community/sitio based on the
information you have gathered during the COVID-19 pandemic. The
body of your letter will contain the gathered facts based on
questions that follow. Your letter will be rated according to the
rubrics presented.

8
Rubrics:
Criteria Description Points
The content was well-thought, the message was clear and
Content 6
truthful in following the guide questions.
The essay was well-organized, made with accuracy, factual,
Organization 7
and contains valuable information about the situation.
The essay was produced with quality, imaginative skills,
Creativity 7
and innovation.
TOTAL 20

1. What is the current situation of your own community or sitio?

2. How were you able to assess the situation? Briefly discuss your observation.
3. In our situation today, what need that you wanted to be addressed by the
local government in your area? Briefly explain your answer.
4. As a communicator, what are the possible recommendation you can make to
provide informed action to your barangay officials to make the lives of the
people in your community/sitio better especially in this time of the COVID-19
pandemic?

What I Have Learned

Activity 5: KEEP ME CONNECTED

Instructions: After going through all the two lessons, identify the important
concepts and create a CONCEPT MAP. Write your answers on the
back of the paper that you used in Activity 3 or you may use a
separate sheet of paper. You may copy or modify the sample
template given below.

9
 Assessment

MULTIPLE CHOICE: Choose the letter that best answer and write it on a
separate sheet of paper.

1. Its interest is on the impact of messages to clients and audiences.

A. Linguistics C. Social Sciences
B. Communication D. Communication Studies

2. The family is the basic unit of society where communication started to

maintain strength, brotherhood, and sharing of ideas.
A. Individuals C. Society
B. Communities D. Groups and Organizations

3. The characteristics that dictate the people’s disposition to listening and

responding.
A. Language C. Social Position
B. Health Status D. Educational Level

4. It uses verbal and nonverbal messages to create meanings in various contexts.

A. Language C. Linguistics
B. Semantics D. Communication

5. It refers to the audiences without access to technology may hamper good

communication.
A. Social Position C. Means and Mood
B. Health Status D. Information Value

6. The basic social need for survival that must be satisfied in any form of social
interaction.
A. Communication C. Safety and Security
B. Food and Clothing D. Love and Belongingness
7. The clientele and audiences in communication represented by the private or
public figures or the ordinary citizen.
A. Group B. Individuals C. Community D.
Organizations

8. The area where potential clients live, eat, work, shop, or attend school.
A. Geographic Needs C. Socio-Economic Needs
B. Demographic Needs D. Service-Related Needs

9. The audiences of communication in the society who are informed on current

events and facts, information, public service programs, and projects.
A. Group B. Individuals C. Organizations D. Communities

10. The focused client of communication which is considered as the basic unit
of society.
A. Family B. Civil Society C. Organization D. Communities

10
11. The brotherhood, sharing, exploring, and learning starts in this clientele and
audience in communication.
A. Civil Society C. Public Servants
B. Organizations D. Private Individuals

12. The characteristics of clients that determines which message gets

communicated to or the manner it will be delivered.
A. Age B. Language C. Social Position D. Information Value

13. The sources of information affecting the format and distribution of the
communication materials, is called as ______.
A. Language C. Educational Level
B. Social Position D. Information Value

14. Which of the following is referred to as the feelings of the audiences affecting
the format of materials and the distribution methods to be used?
A. Health Status C. Means and Mood
B. Social Position D. Race and Ethnicity

15. The important factors such as race, ethnicity, beliefs and religion, social
group affiliations, and shared attitudes, values, goals, and practices are
known as ____.
A. Cultural Needs C. Geographic Needs
B. Demographic Needs D. Service-Related Need

11
 Additional Activity

Activity 6: I CAME, I SAW, I HAVE SPOKEN!

Instructions: Using this activity sheet or a separate sheet of paper, copy the figure
below or directly fill it out with the needed reflection. You may remove
this page and submit it to your teacher. In answering, keep it short and
simple (KISS) and keep a copy in your notebook for future reference as
we go along with your self-learning.

12
Answer Key
Activity 3: HEARD BUT NOT SEEN (Sample Answer)

Characteristics Data Gathered

Name (First Name or initials only) Juan Tamad
Social Position (Work/Family) Carpenter/ Father
Educational Level/Attainment High School Level
Age/Sex/Gender Male
Race/Ethnicity Filipino √ Foreign _______ Other ______
Language/s Spoken Cebuano, Tagalog
Health Status Healthy Y/N NO. If No, what is it? Diabetes
Feelings (how do you feel today?) Tired and Sleepy
Source of information /news Radio ___√__ TV __√____ Newspaper___√____
Other sources ___Bulletin Boards_______
Other Important Information Wife died at the age of 27 due to
hypertension

References
Abadingo, L. (2018). Disciplines and ideas in the applied social sciences for senior
high school. Quezon City: C & E Publishing, Inc.
Abulencia, A, et.al. (2017). Disciplines and ideas in the social sciences, reader.
Pasig City: DepEd-BLR.
Ariola, M. (2017). Disciplines and ideas in the applied social sciences. Manila:
Unlimited Books Library Services & Publishing, Inc.
Dela Cruz, A. et. al. (2016). Disciplines and ideas in the social sciences. Quezon
City: Phoenix Publishing House, Inc.
Sampa, E. (2017). Disciplines and ideas in the applied social sciences. Manila: Rex
Book Store Inc.
Wall, P. (2012). Media studies, third edition. London: HarperCollins Publishers
Limited
https://www.tutorialspoint.com/effective_communication/effective_communicatio
n_process.htm

Poem Credit
Santos, B.: “Sa Kasintahang Nilimot Na.” Kwadro Numero Uno: Mga Tula. Quezon
City: University of the Philippines Press. 2005. 80-81.

13