12

Disciplines and Ideas in

the Applied Social Sciences
Quarter 1 – Module 8:
Professionals and Practitioners in
Communication

SELF-LEARNING MODULE

DIVISION OF GENERAL SANTOS CITY

Discipline and Ideas in the Applied Social Sciences– Grade 12
Self-Learning Module (SLM)
Quarter 1 – Module 8: Professionals and Practitioners in Communication
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any work
of the Government of the Philippines. However, prior approval of the government agency or
office wherein the work is created shall be necessary for exploitation of such work for profit.
Such agency or office may, among other things, impose as a condition the payment of
royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from
their respective copyright owners. The publisher and authors do not represent nor claim
ownership over them.

Development Team of the Module

Writers: Katrina Ivy D. Limon

Editors: Name of LRE and language editor
Reviewers: Name of EPS in charge of the subject
Illustrator: Name
Layout Artist: Name
Cover Art Designer: Reggie D. Galindez
Management Team: Romelito G. Flores, CESO V – Schools Division Superintendent
Mario M. Bermudez, CESO VI – Asst. Schools Division
Superintendent
Juliet F. Lastimosa, CID Chief
Sally A. Palomo, EPS - LRMS
Gregorio O. Ruales, EPS – ADM Coordinator
Luzviminda R. Loreno, EPS – EsP/SHS Coordinator

Printed in the Philippines by Department of Education – General Santos City

Office Address: Tiongson St., Lagao, General Santos City

Telefax: (083) 552-8909
E-mail Address: depedgensan@deped.gov.ph
 12
Disciplines and
Ideas in the
Applied Social
Sciences
Quarter 1 – Module 8:
Professionals and Practitioners in
Communication
Introductory Message
For the facilitator:

Welcome to the Disciplines and Ideas in the Applied Social Sciences-Grade 12 Self-
Learning Module (SLM) on Professionals and Practitioners in Communication!

This module was collaboratively designed, developed and reviewed by educators

both from public and private institutions to assist you, the teacher or facilitator in
helping the learners meet the standards set by the K to 12 Curriculum while
overcoming their personal, social, and economic constraints in schooling.

This learning resource hopes to engage the learners into guided and independent
learning activities at their own pace and time. Furthermore, this also aims to help
learners acquire the needed 21st century skills while taking into consideration
their needs and circumstances.

In addition to the material in the main text, you will also see this box in the body of
the module:

Notes to the Teacher

This contains helpful tips or strategies
that will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to
manage their own learning. Furthermore, you are expected to encourage and assist
the learners as they do the tasks included in the module.
For the learner:

Welcome to the Disciplines and Ideas in the Applied Social Sciences-Grade 12 Self-
Learning Module (SLM) on Professionals and Practitioners in Communication!

The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action and purpose. Through our hands we may learn, create and
accomplish. Hence, the hand in this learning resource signifies that you as a
learner is capable and empowered to successfully achieve the relevant
competencies and skills at your own pace and time. Your academic success lies in
your own hands!

This module was designed to provide you with fun and meaningful opportunities
for guided and independent learning at your own pace and time. You will be
enabled to process the contents of the learning resource while being an active
learner.

This module has the following parts and corresponding icons:

What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in
the module.

What I Know This part includes an activity that aims to

check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.

What’s In This is a brief drill or review to help you link

the current lesson with the previous one.

What’s New In this portion, the new lesson will be

introduced to you in various ways such as a
story, a song, a poem, a problem opener, an
activity or a situation.

What is It This section provides a brief discussion of

the lesson. This aims to help you discover
and understand new concepts and skills.

What’s More This comprises activities for independent

practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.

What I Have Learned This includes questions or blank

sentence/paragraph to be filled in to process
what you learned from the lesson.
 What I Can Do This section provides an activity which will
help you transfer your new knowledge or
skill into real life situations or concerns.

Assessment This is a task which aims to evaluate your

level of mastery in achieving the learning
competency.

Additional Activities In this portion, another activity will be given

to you to enrich your knowledge or skill of
the lesson learned. This also tends retention
of learned concepts.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

References This is a list of all sources used in

developing this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of
the module. Use a separate sheet of paper in answering the exercises.
2. Don’t forget to answer What I Know before moving on to the other activities
included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your
answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.

If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are
not alone.

We hope that through this material, you will experience meaningful learning
and gain deep understanding of the relevant competencies. You can do it!
 What I Need to Know

This module is all about the people in the discipline of communication. Having
strong communication skills aids in all aspects of life- from professional life to
personal life and everything in between.

Settling on a career can be a daunting task, but the good news is that if your
prospects as a communications major look pretty good nowadays. Indeed, a
communications degree encompasses skills which are required in a variety of
sectors, whether that is government, human resources, digital marketing,
education, mediation and non-profit. If you’re wondering what to do with your
communications degree, you’ve come to the right place. Come on and let’s learn!

After going through this module, you are expected to:

1. recognize an ethical dilemma
2. explain the rights, responsibilities and accountabilities;
3. distinguish between ethical and unethical behaviors among practitioners
4. appreciate the profession with social responsibility.
 What I Know

A. Choose the letter of the best answer. Write the chosen letter on a separate sheet
of paper.

a. Journalism b. Advertising c. Public relations d. Broadcasting

1. Provides for the society’s need for news.

2. Working as a graphic designer in a company.
3. Makes investigative stories that are of interest.
4. Present news and opinions and take calls from listeners.
5. Building positive relationships with stakeholders, media and the public.

B. Write T if the statement is correct and F if it is wrong.

1. The foremost role of communicators and journalist is to make available

information and evidence to inform the public about the issues that matter.
2. Writing and speaking skills are not essential when your intentions are good
as a communicator.
3. Communicators and journalists’ works in a limited number of areas of
specialization.
4. Media served as a valuable means for the articulation of what is happening
in the world.
5. Communicators and journalists should protect the general public by
safeguarding the integrity of the media.
6. The part of the citizens is to remain passive consumers of media output.
7. Communicators and journalists have code of ethics and professional
standards based on self-regulation.
8. Journalists have the privilege to report official proceedings without the fear
of being sued for libel.
9. It is illegal to use someone else’s work.
10. It is ethical to lie about being a reporter when the result is a good story.
Lesson Professionals and
8 Practitioners in
Communication
The discipline of communication is populated by a wide variety of professionals who
are in communication practice. They are creative artists, writers, editors, journalist,
bloggers, educators, social advocates, business men and businesswomen,
preachers, scientists, politicians, news announcers and anchors. These
professionals are bind together by a desire and dive to send and receive messages
and make an impact on their audience. Because communication is the most
natural thing for humans, these professionals specialize to serve the general public
and the public of their choices. They operate with a wide variety of mediums and
media.

What’s In

In your previous lessons, you have learned about communication. It deals with how
people use verbal and non-verbal messages to create meaning in various contexts.
Whatever one wants to say to someone should be clearly understood by him or else
the very purpose of the communication would be defeated. There were different
goals of communication and used for a variety of reasons.

You also have learned about the levels and main elements of the communication
process.

Communication thus helps understand people better by removing

misunderstanding and creating clarity of thoughts and expression. It also educates
people.

Before we proceed with a new lesson, let’s us refresh our memory by answering the
following questions. Use a separate sheet to write your answers.

1. Define communication.

2. Name the six main elements of communication process.

3. Explain the communication process.

Activity 1: Concept Map

Instruction: Through a concept map, list down roles and functions of

communicators and journalists.

Communicator & Journalist

What’s New

Activity 2: What Would You Do? - An Ethical Dilemma

Ponder this…

A pregnant woman leading a group of people out of a cave on a coast is stuck in the
mouth of that cave. In a short time high tide will be upon them, and unless she is
unstuck, they will all be drowned except the woman, whose head is out of the cave.
Fortunately, (or unfortunately,) someone has with him a stick of dynamite. There
seems no way to get the pregnant woman loose without using the dynamite which
will inevitably kill her; but if they do not use it everyone will drown. What should
they do?
Now answer the question:

What would you do and why?

a. Use the dynamite. WITH THE KNOWLEDGE that using the dynamite will kill the
pregnant woman but save the others, you believe that the group should use the
dynamite.

b. Save the unborn child. WITH THE KNOWLEDGE that not using the dynamite
and allowing the pregnant lady and her unborn child to live while the rest of the
group dies you believe that the group should not use the dynamite.

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
___________________________________________________________________________

What is It

Let us first define what ethical dilemma is. It happens when two or more courses of
actions that are ethically justifiable.

In the dilemma presented, why is using a dynamite an ethically right thing to do?
You may argue that:

• The greater good is more important and more lives will be saved with the
dynamite
• The impact will be lessened by the death of only one person, unless you
consider the unborn a person (this is a whole other ethical dilemma)

• There is a slim chance that the woman could survive the blast
If you chose to save the unborn child, is it considered as an ethically right

thing to do? Some of the arguments to consider are:

● The adults have already experienced life and living

● The child is innocent.

● The woman did nothing wrong

● Who knows what potential might exist within that child? Perhaps he will
discover the cure to cancer?

So, what is the ethical and legal way to do? It is important to distinguish between
ethics and law. The two are clearly related, because laws do not emerge out of
nowhere but from reflection over what is right and wrong, and then writing that
into law. That is why as a communicator, you should know your rights,
responsibilities and as well as the code of ethics.
 What’s More

Rights, Responsibilities, Accountabilities and Code of Ethics

In modern times, the media have exerted enormous power and assumed a powerful
position unprecedented in human history to serve as valuable means of articulation
on a large scale of popular aspirations and problems, of entertainment and
pleasure, of advertising and economic information, of shared strengths and as well
as weaknesses.
That is the reason why, rights, responsibilities, and accountabilities have to be
established to safeguard the integrity of the media and protect the general public in
the form of accountability.
It is a responsibility of communicators and journalists to ensure that citizens have
convenient access to all media which is subject to just and fair law and universally
recognized principles of human rights.

Activity 3: Think Before You Check!

Instructions: Check if the following situation is ethical or unethical.

Ethical Unethical
Engage in a romantic relationship with a
client.
Accept employment only for a position you
are qualified.
Sharing information to other person.
Discriminate a person because of his sexual
orientation.
Copies an article online and publish on her
blog.

Essential Questions:
1. Which situation did you consider ethical? Why?

2. Which situation did you consider unethical? Why?

3. For you, is being a communicator or journalist a big responsibility? Explain your

answer.
National Union Journalists (NUJ) Code of Ethics

The NUJ’s code of conduct has set out the main principles of UK and Irish
journalism since 1936. The code is part of the rules of our union.

A journalist:

1. At all times upholds and defends the principle of media freedom, the right of
freedom of expression and the right of the public to be informed.

2. Strives to ensure that information disseminated is honestly conveyed, accurate

and fair.
3. Does her/his utmost to correct harmful inaccuracies.

4. Differentiates between fact and opinion.

5. Obtains material by honest, straightforward and open means, with the exception
of investigations that are both overwhelmingly in the public interest and which
involve evidence that cannot be obtained by straightforward means.
6. Does nothing to intrude into anybody’s private life, grief or distress unless
justified by overriding consideration of the public interest.

7. Protects the identity of sources who supply information in confidence and

material gathered in the course of her/his work.
8. Resists threats or any other inducements to influence, distort or suppress
information and takes no unfair personal advantage of information gained in the
course of her/his duties before the information is public knowledge.
9. Produces no material likely to lead to hatred or discrimination on the grounds of
a person’s age, gender, race, colour, creed, legal status, disability, marital status,
or sexual orientation.
10. Does not by way of statement, voice or appearance endorse by advertisement
any commercial product or service save for the promotion of her/his own work or of
the medium by which she/he is employed.
11. A journalist shall normally seek the consent of an appropriate adult when
interviewing or photographing a child for a story about her/his welfare.
12. Avoids plagiarism.
 What I Have Learned

As a wrap-up, you apply and reflect on what you have learned from the activity by
answering a series of questions:

1. What is the main point of this topic?

2. What are the three most important things you have learned? Why?

3. How does learning in this lesson related to other subjects/lessons?

What I Can Do

Activity 4: Count Me In, Count Me Out

Recently, there has been a lot of clamor about the shutdown of ABS-CBN. Just
when everyone’s attention was focused on saving lives because of the COVID-19
pandemic, the National Telecommunications Commission issued a closure order to
the TV giant. Will you consider this move ethical or unethical? Why? What
situations from NTC and ABS-CBN would be counted as ethical and unethical?
Provide examples. Write your answer in essay form.
Rubrics:
Minimally
Exceeds Fully Meets
Meets Did Not Meet
Criteria Expectations Expectations
Expectation Expectation (1)
(4) (3)
(2)
The answers Most of the Some of the Answers are
are correct, answers are answers are unclear and
C-ontent
clear, and on correct and correct and incorrect.
point. clear. clear.
The answers Most of the Some of the Answers are
are written in answers are answers are incoherent and
coherent and written in written in disorganized.
O-rganization
organized coherent and coherent and
manner. organized organized
manner. manner.
There are no Includes 2-3 Includes 4-5 Includes more
errors in grammatical grammatical than 5
grammar, errors, errors, grammatical
spelling and misspellings, misspellings, errors,
M-echanics
punctuation. punctuation and misspellings,
errors. punctuation and
errors. punctuation
errors.
 Assessment

A. Choose the letter of the best answer. Write the chosen letter on a separate sheet
of paper.

a. Journalism b. Advertising c. Public relations d. Broadcasting

1. Building positive relationships with stakeholders, media and the public.

2. Working as a graphic designer in a company.

3. Makes investigative stories that are of interest.

4. Present news and opinions and take calls from listeners.

5. Provides for the society’s need for news.

B. Write T if the statement is correct and F if it is wrong.

1. Communicators and journalists should protect the general public by

safeguarding the integrity of the media.

2. It is illegal to use someone else’s work.

3. It is ethical to lie about being a reporter when the result is a good story.

4. Journalists have the privilege to report official proceedings without the fear of
being sued for libel.

5. The foremost role of communicators and journalist is to make available

information and evidence to inform the public about the issues that matter.

6. Writing and speaking skills are not essential when your intentions are good as a
communicator.

7. Media served as a valuable means for the articulation of what is happening in

the world.

8. Communicators and journalists’ works in a limited number of areas of

specialization.

9. Communicators and journalists have code of ethics and professional standards

based on self-regulation.

10. The part of the citizens is to remain passive consumers of media output.
 Additional Activities

Create an infographic that contains relevant information about the careers and
opportunities’ in the field of communication. Your intended audience is grade 12
students of your school who are choosing to pursue communication-related
courses in college. Place your output in a short bond paper.
Pre-test Assessment
Multiple Choice
Multiple Choice 1. C
1. A 2. B
2. B 3. A
3. A 4. D
4. D 5. A
True or False
5. C
1. T
True or False 2. T
1. T 3. F
2. F 4. F
3. F 5. T
4. T 6. F
5. T 7. T
6. F 8. F
7. T 9. T
8. F 10.
9. T
10. F
Answer Key
References
Book Sources:
DepEd K to 12 Disciplines and Ideas in the Applied Social Sciences Curriculum
Guide
Sampa, Elias M., Disciplines and ideas in the Applied Social Sciences, Rex Book
Store, Inc and Elias M. Sampa. 2017

Online Sources:
https://research.uta.fi/ethicnet/country/ireland/code-of-conduct/
 DISCLAIMER
This Self-learning Module (SLM) was developed by DepEd – Division of
General Santos City with the primary objective of preparing for and
addressing the new normal. Contents of this module were based on DepEd’s
Most Essential Learning Competencies (MELC). This is a supplementary
material to be used by all learners in General Santos City in all public
schools beginning SY 2020-2021. The process of LR development was
observed in the production of this module. This is version 1.0. We highly
encourage feedback, comments, and recommendations.

For inquiries or feedback, please write or call:

Department of Education – General Santos City

Learning Resource Management System (LRMS)

Tiongson St., Lagao, General Santos City

Telefax No.: (083) 552-8909

Email Address: depedgensan@deped.gov.ph