The Discipline of

Communication
Lesson 1 COMMUNICATION
• Learning Competencies
1. identify the goals and scope of communication
(HUMSS_DIASS12-Ih-28)
2. demonstrate comprehension of the principles of
communication (HUMSS_DIASS12-Ih-29)
3. discuss the core values of communication
(HUMSS_DIASS12-Ih-30)
4. describe the elements and levels of the communication
processes (HUMSS_DIASS12-Ih-31)
What is Communication?
Communication is a manner of passing information
between people or group for common understanding and
confidence. It includes the move of information from the
sender to the receiver. The receiver must understand the
meaning and message of information. It can also be taken as
the way of sharing ideas, thoughts, opinions and views from
one person to another person.
Example: A manager should relay information clearly to his
subordinates to implement plans and policies. Hence,
communication is one of the important jobs of management.
Goals of Communication
“The goal of communication is to send information – and the
understanding of that information – from one person or group to
another person or group. This communication process is divided into
several basic parts: A sender pass a message through a channel to the
receiver – Primary Goal of Communication.”
Communication is a complicated process that involves a sender and
a receiver. The purpose of communication is to send messages to
inform, direct or educate. Effective communication produces desired
businesses, productive relationships and satisfaction between people.”
Basic Elements of Communications
Process
1. Source
The source is the person or thing (living or non-living thing) making
serious attempt to share information. It is the origin of information (in
information theory, the source produce data that one would like to
communicate) and an ability to pass this information, through a
channel, to a receiver.
2. Message
Communication theorist look closely to messages as the study of
signs and symbols, and how meaning is created through them; note: it
is not the study of meaning, just how meaning is created).
Basic Elements of Communications
Process
3. Encoding
Encoding is the process of collecting the message (information, ideas
and thought) into a chosen design with the objective of making sure that
the receiver can understand it. Communication only begin when it results
in both the source and the receiver understanding the same information.
People who are great communicators are great encoder; they know how
to present their message in a way that their audience (receivers) can
easily understand. They are also able to identify information that is
beyond what is needed, not important or even accidentally causing
someone to feel hurt, and eliminate it in advance through an act of
preparing something.
Basic Elements of Communications
Process
4. Channel
An encoded message is delivered by the source through a channel.
There are numerous channel in similar ways: verbal, non-verbal, personal,
non-personal, etc. A channel could be the paper on which words are
written, or the Internet acting in the client-server model that is allowing
you to read these words right now.
A good communicator is one who understands which means of
communication to use under different situations. Unfortunately, there is no
perfect channel. All channels or means of communication have strengths
and weaknesses (for example, smartphones are great tool for
communication, but a marriage proposal is best done in person).
Basic Elements of Communications
Process
5. Decoding
This is where listening, and reading directions carefully, makes its
claim to be recognized—decode with care, my friends. As we discussed
in encoding, communication is only successful when it results in both
the source and the receiver understands the same information. For this
to happen, there can be no errors in processing. For example, a first-
grader sitting in on a lecture on different equations, i.e. decoding is
impossible if the decoder cannot even understand the message.
Basic Elements of Communications
Process
6. Receiver
At the end, the message is delivered to the receiver. A good
communicator takes the receiver and to be around the edge of
reference into consideration; how they will received and reacts based
on common ground is shared, its their sense of humor, and moral
conduct, etc. All of these things will affect how the receiver understand
the messages.
Basic Elements of Communications
Process
7. Feedback
A better word will be “reaction” or “responses.” The source judges its
success based on the feedback it receives, so pay close attention. If
Google’s servers hit something hard tomorrow, there would be a lot of
unable to understand sources. The same would be true if you have
delivered a perfect marriage proposal, only to receive a look of confusion
and horror. And then there are famous marketing bad experience, such
as Aqua Teen Hunter Force’s LED signs that were mistakenly known as
explosive devices. Feedback is the moment of taking actions. Whether
things go right or wrong, it serves as one of the most important learning
opportunities we have.
Basic Elements of Communications
Process
8. Context
Context is simply the condition in which your message is presented.
It is the atmosphere, climate that exists when people communicate
with each other. Not necessary to say, context can easily make or break
the effectiveness of communication.
Levels of Communication (form
interpersonal to mass communication)
Key information
Intrapersonal communication is an inside communication process taking place within the
individual. This includes thought process speaking aloud or writing to oneself as when one is
writing in the form of prayer, meditation.
Interpersonal communication involves two persons or a small group such as family.
The number of participants define interpersonal communication.
• Dyadic communication - when two persons are actively participating.
• Group communication - when there are three or more persons actively participating in face-to-
face and able to present immediate response or feedback, such as meeting or in a class session.
• Public communication - includes a large group such as a public lecture or church ceremony. In
such situations there is a source who delivers a message in a monologue style and feedback is
minimal or with limits.
Category of Interpersonal Communication
1. Direct interpersonal communication involves face-to-face
communication between or among the communication between or
among the communicators.
2. Mediated interpersonal communication involves the use of
technology such as telephone or internet.
Mass communication involves the transmissions of message to large
audiences using technology of communication.
• Communication can best be summarized as the process of sending a
message from a sender to a receiver in an understandable manner. ...
• Effective communication leads to understanding. The communication
process is made up of four important parts. Those parts include
encoding, medium of transmission, decoding, and feedback.
Lesson 2 PROFESSIONALS AND
PRATITIONERS OF
COMMUNICATION
• Learning Competencies
1. Show understanding of the roles and functions of communicators and journalists
(HUMSS_DIASS12-Ij-32)
2. Identify specific work areas in which communicators and journalists work
(HUMSS_DIASS12-Ij-33)
3. Identify career opportunities for communicators and journalists
(HUMSS_DIASS12-Ij-34)
4. Value rights, responsibilities, and accountabilities
(HUMSS_DIASS12-Ij-35)
5. Distinguish between ethical and unethical behaviors among practitioners (HUMSS
_DIASS12-Ij-36
Journalism and It’s Functions
A good journalist will collect facts, research and investigate the
subject matter based on a unique style, and formulate language that
tells a story. This story will grab the reader to such extent that both the
unique style as well as the story are remembered and recommended.
In this day and age, however, gone are the days when a paper landed
on your doorstep bringing you the main source of news you looked
forward to reading with your morning coffee.
Journalism
• refers to the gathering, reporting, and disseminating of news through
mass media. It is the system which arose to provide for society’s need
for news and it arises from the citizens’ right to have access to the
fact and opinion about matters of public interest, which are of
importance to the welfare, rights and duties as citizens.
Functions of Journalism
• are to Inform, Educate, Guide and Entertain. The press performs a
very important role as means of mass communication in the modern
world. The press tries to inform its reader objectively about what is
happening in their community, country and the world at large.
Functions of Journalism
• Function No. 1 Information
The idea of informing an organization is to give data and information
so that employees can effectively complete their job. Information make
sure that an employee is aware of the rules and procedures of an
organization. It also removes job doubt for workers when they are fully
informed
Functions of Journalism
• Function No. 2 Increasing Public Awareness
Our public understanding work takes a variety of forms: press
conferences, round tables, articles written for exchanging of
publications, and interviews with the press. A good journalist who is
well-connected will gather up facts, information and research and write
on subjects to increase understanding amongst readers of all groups. A
good journalist will develop personal style so it even becomes
recognizable with a group of people who read a particular newspaper
or magazine.
Functions of Journalism
• Function No. 3 Interpreting the Facts
“It is giving the reading public accurate information as fully as the importance
of any story dictates.” – William Turner Catledge, editor, The New York Times
Functions of Journalism
• Function No. 4 Encouraging Decisions, Influencing Change & Shaping
Public Opinion
The media has a very big impact in shaping the public opinion of
the masses. they can form or change some part of the public opinion in
different ways depending on what is the objective. the candidates that
can pay for more TV and media exposure have more power to change
the public opinion and thus can receive more votes.
Functions of Journalism
• Function No. 5 Entertainment Journalism
Is any form of journalism main interest on the entertainment business
and its products. like fashion journalism, entertainment journalism covers
industry-specific news while aiming general audiences beyond those
working in the industry itself.
Entertainment journalism, however, has been growing very fast, maybe
because of the fact that we live in a loud noise culture society that is purely
entertained by media coverage of favorite actors, singers, etc., which is not
trying to go out on a part to redefine news or good quality reporting.
Perhaps the silver lining is the fact a reporter has the opportunity to meet a
lot of celebrities.
RIGHTS & RESPONSIBILITIES
Rights that flow from the constitutional guarantee of freedom of the
press:
1. The right to free access to all sources of information
2. The right to investigate stories that are of interest to the pubic
3. The right to protect the identity and confidentiality of one’s sources
4. The right to publish stories without fear of punishment
At the same time, the journalist is expected to adhere to certain
principles of professional conduct by American Society of
Newspaper Editors in 1923:
• Truthfulness of information
• Clarity of information
• Defense of the public’s rights
• Responsibilities in forming public opinion
• Standards of gathering and presenting information
• Respecting the integrity and presenting information
• Respecting the integrity of sources
• Prohibition of discrimination on the basis of race, ethnicity, religion, and other characteristics
• Respect for privacy
• Prohibition of bribes and other benefits
• The need to respect universal values and the diversity of cultures
• The need to promote human rights
CAREER AND OPPORTUNITIES
Journalism & Mass Communication. Journalists work in all sorts of media and
industries. You'll find them practicing strategic communication as they work in:
• advertising,
• public relations,
• marketing,
• and in areas such as health care, politics, gaming, and entertainment.
There are varied career opportunities in communications and journalism,
including public relations specialist, news anchor, reporter, author and radio
broadcaster. Work environments in communications and journalism can include
offices, broadcasting studios and home offices.
• Journalism is a way of collecting analyzing, proving, and presenting
news regarding current events, trends, issues and people
• Journalism is sometimes described as the “first version of history,”
because journalists often record important events, creating news
articles on short deadlines.
 Have you experienced that you have shared an information you heard from
social media but was found later wrong or incorrect? How was the
experience? What would be your reaction to the person who told you about
it? These are some questions that may help you realize about the importance
of learning this lesson and as you journey in learning, may you get some
important insights that could help you in your daily life as a learner. Have a
fruitful journey in this lesson.
To ensure that practitioners in the field of communication, such as
journalists and advertising companies through mass media as they enjoy
certain rights that the constitution guarantees them like the freedom of the
press and speech, as these rights entail to access sources of information and
investigate stories that the public are interested into, they are also expected to
exercise their utmost responsibilities not to abuse or deviate from what the
law or the constitution requires them. They are provided with code of
ethics/conduct as their guide to always exercise in the delivery of their service.
Important Terms
1. Code of ethics is a set of laws or regulations; a set of ideas or rules
about how to behave in accordance with the norms in the society.
(Meriam Dictionary)
2. Freedom of expression and information- a right given by the
constitution and defined by the United Nations Declaration of Human
Rights as stated below:
a. Article 15: The right to form, hold receive and impart opinions.
b. Article 16: Free and equal access to information inside and outside
state borders.
c. Article 19: The freedom to hold opinions without interference and to
seek, receive, and impart information through any media.
 JOURNALISM
Journalists as practitioners are expected to follow certain principles of professional conduct. The first set
of these principles were published by the American Society of Newspapers Editors in 1923. The Philippines
as one of the many countries in the world has also adopted these principles and by which serve as their
code of conduct as mass media practitioners. Among these are:
• Truthfulness of Information
• Clarity of Information
• Prohibition of discrimination on the basis of race, ethnicity, religion, and other characteristics
• Respect for privacy
• Prohibition of bribes and other benefits
• Standards of gathering and presenting information
• Respecting the integrity of sources
• Defense of the public rights
• Responsibilities in forming public opinion
• The need to respect universal values and the diversity of cultures
• The need to promote human rights, peace, social progress and democracy
 Moreover, the Code of Ethics which were drawn by the Society of
Professional Journalists defined these principles as standards for
professional and ethical journalism practice as follows:
• Seek truth and report it. Journalists should at always adhere to the accuracy
and honesty of the information. Be courageous to gather information,
interpret it correctly and report what has been gathered, analyzed and
interpreted.
• Minimize harm. Ethical journalists should treat the information, the subject
and other people they are having service with as human beings with dignity
that has to be respected.
• Act Independently. Journalists should be free of obligation to any interests
other than the right of the public to know.
• Be accountable. Journalists are accountable to whatever they have reported
in print or non-print materials. They are accountable to their readers,
listeners, viewers and to each other including to the organization they belong.
 ADVERTISEMENT
The advertising industry makes also efforts to establish their own ethical standards. In
our country, the Advertising Board of the Philippines, the chief regulating board for all the
largest advertising associations which includes the Association of Accredited Advertising
Agencies has sought to craft code of ethics including the implementing procedures to
provide standards about advertisements should not do. Among these are the following:
• Undermine the public’s regard for government, law, and duly constituted authority.
• Exploit or tend to promote physical, verbal, or psychological violence or the use of
deadly weapon.
• Disparage, ridicule or attack any natural person or groups of persons especially on the
basis of gender, socio-economic class, religion, race, or nationality. Disparage, ridicule or
attack any natural person or groups of persons especially on the basis of gender, socio-
economic class, religion, race, or nationality.
• Depict the actual act of drinking alcoholic beverages or smoking tobacco products.
PUBLIC RELATIONS
• Public relations is a strategic communication process that builds
strong mutual understanding between and among people in any
organization.
• The Public Relations Society of America’s Code of Ethics outline the
principles and standards of professional practice.
Example:
A member shall preserve the free flow of unprejudiced information
when giving or receiving gifts by ensuring that gifts are nominal, legal
and infrequent.
 Improper conduct under this provision
A member representing a car manufacturer gives an expensive unit item to a car magazine
columnist to influence the writer to write favorable articles about their product.
The Public Relations Society of the Philippines also has its code of ethics. The following are
some of these:

• Conduct professional way of life with the interests of the public as basic and primary guide.
• Conduct activities in full accordance with the accepted standards of trust, objectivity, accuracy,
and good taste.
• Uphold the rule of law and the dictates of public order, public policy, morals and good customs.
• Refuse any form of valuable consideration for a service, involving the profession, from anyone
other than the clients or employers, even if it does not involve conflicting interests, unless all
interested parties give full consent.
• Safeguard the confidence of our present and former clients or employers by keeping trade secrets
of or other information of similar or nature, unless a competent government authority, by reason
of national security or public policy, orders their disclosure.
Lesson 3 Clientele and Audiences in
Communication
• Learning Competencies:
1. describe the clientele and audience of communication;
HUMSS_DIASS 12-IIa-37
2. distinguish the needs of individuals, groups, organizations, and
communities
HUMSS_DIASS 12-IIa-38
CLIENTELE AND AUDIENCES
Have you experienced attending a gathering in your barangay or in your
municipality and listen to someone who is delivering his/her message to the
people but you did not understand well the person who is talking? Things like
the message was not really intended for them or for you? Or the language
used was so complicated and not suitable for the people who are listening?
The discipline of communication is also called as communicology. In the
process of communication one has to convince or persuade the people who
are listening or giving attention which we called as audience. When you
watch TV shows, read newspapers or watch a film, you become an audience.
Can you recall the last time you watch a TV show and you are convinced with
what they are saying or you are already influenced by them?
Audiences are also called receivers. They are formed by two factors
which are:

1. Social context- people of the same background with shared culture,

understanding information needs.
2. Response to media content- audiences from news show, variety show,
soap opera and others.
To know the audience one who is talking to, one has to assess the
fundamental background like the awareness and knowledge of the
audience of the idea to be presented. For example if the speaker knows
already that the audience has already several knowledge about the topic
then he/she has to provide more explanations, facts and examples to
support his/her points for the audience to be convinced and persuaded.
 Media sociologist Denis McQuail (1997) noted some ways to define
who are the audience namely:
• By place- audience in the case of a newspaper
• By people- as when media content appeals to a certain age group,
gender, political belief or income category
• By the particular type of medium or channel involved - the audience
of radio may differ from the audience of television.
• By the content of the message of a medium - talk shows and and soap
operas with many different audiences
• By times - as in daytime, primetime or weekend audiences.
1. Individuals as Audience
Every day you engage in a communication. As one one cannot escape it along the different
levels of communication whether intrapersonal, interpersonal or in mass media. We do this of
different reasons. People communicate to be informed and to inform, to gain guidance for one’s
own opinion and to have an identity or be a member within a group.
Research says that among the benefits one gets from communication are the following:
• Information and Education
• Guidance
• Advice
• Socialization and Relaxation
• Identity formation
• Security
• Build mutual relationship
2. Groups and Organizations as Audience
Organizations communicate with others for a variety of reasons. Innet and Schewchuk in
1995 said that there are communication needs of organizations. These are:
2.1 To inform. It is communicating to the audience like what you can do for them or what
advice you could give them or vice versa.
2.2 To build understanding. It is encouraging the audience to improve their lives like
stopping from smoking which appeals to their feelings and thinking.
2.3 To resolve conflicts. Empathy can prevent conflicts as misunderstanding really exist in an
organization.
2.4 To present and idea. In an organization presenting an idea is a need but one has to
know also the correct manner in presenting it.
2.5 To lower barrier between groups and individuals. Prejudices and discrimination may
exist if communication process is not done in a correct manner thus one has to know the
audience very well.
3. Community as Audience
Community is the most organic place we do communication. When you go out from
your house and interact with your friends, your neighbor or to everyone in your place
you do communication to them. But you still have to know that in the discipline of
communication when you consider the community as your audience you need to
remember the following needs:
1. Right language. This must be simple and easy to understand words
2. Time. Extend more efforts to let them be understood the topic
3. Information background. If you need to persuade or convince them with your idea
you need to know their level of awareness of the topic
4. Awareness of interests. You need to know what the community likes or have interest
to
5. Education. People in the community acts as audience because of the reason that they
need to know about the topic.