Republic of the Philippines

Department of Education
National Capital Region
DIVISION OF CITY SCHOOLS – MANILA
Manila Education Center Arroceros Forest Park
Antonio J. Villegas St. Ermita, Manila

Discipline and Ideas in the

Applied Social Sciences

CLIENTELE AND AUDIENCES IN

COMMUNICATION

Quarter 2
Module 3

Most Essential Learning Competencies:

1. Describe the clientele and audience of
communication.
2. Distinguish the needs of the different
audience of communication.

personal profile analysis.

 HOW TO USE THIS MODULE

Before starting the module, I want you to set aside other tasks that will disturb
you while enjoying the lessons. Read the simple instructions below to successfully
enjoy the objectives of this kit. Have fun!

1. Follow carefully all the contents and instructions indicated in every page of
this module.
2. Write on your notebook the concepts about the lessons. Writing enhances
learning, that is important to develop and keep in mind.
3. Perform all the provided activities in the module.
4. Let your facilitator/guardian assess your answers using the answer key card.
5. Analyze conceptually the posttest and apply what you have learned.
6. Enjoy studying!

PARTS OF THE MODULE

 Expectations - These are what you will be able to know after completing the
lessons in the module.
 Pretest - This will measure your prior knowledge and the concepts to be
mastered throughout the lesson.
 Looking Back to your Lesson - This section will measure what learnings
and skills did you understand from the previous lesson.
 Brief Introduction - This section will give you an overview of the lesson.
 Discussion - This section provides a short discussion of the lesson. This
aims to help you discover and understand new concepts and skills.
 Activities - This is a set of activities you will perform with a partner.
 Remember - This section summarizes the concepts and applications of the
lessons.
 Check your understanding - It will verify how you learned from the lesson.
 Posttest - This will measure how much you have learned from the entire
module.

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 EXPECTATIONS
Specifically, this module will help you to:
 Describe the clientele and audience of communication.
 Distinguish the needs of individuals, groups, organizations, and communities
in relation to communication.
Let us start your journey in learning more on applied and
social sciences. I am sure you are ready and excited to
answer the Pretest. Smile and cheer up!

PRETEST

Focusing on the topic, “Why audiences engage in communication activities,” fill out
the KWL chart below with your insights. In the first column (K, for “know”), write
what you already know about the topic. In the second column (W, for “want to
know”), indicate what you want to know about it. After completing this lesson,
return to this chart and write what you have learned about the topic in the third
column (“L, for ‘what I learned). Please add as many rows as you need.

What I Know What I Want to Know What I Learned

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 LOOKING BACK TO YOUR LESSON
Great, you finished answering the questions. You may request your
facilitator to check your work. Congratulations and keep on learning!

To prove your understanding of the past lesson, you should be ready to

accomplish this task. You may do the following.

Directions: Modified True or False. Write T if the sentence is true. If false,

explain what makes the sentence incorrect.

1. Our educational and religious background affects the way we create and
interpret messages.

__________________________________________________________________________________

2. Communication is a cyclical process.

__________________________________________________________________________________
3. We can both be sender and receiver at the same time.

__________________________________________________________________________________
4. We make ethical judgments when we communicate.

__________________________________________________________________________________

5. We use our senses to convey ideas and emotions to others.

_________________________________________________________________________________

BRIEF INTRODUCTION

Julia, now a successful broadcast journalist, was invited by her former

school to deliver a speech on career day. A week before the scheduled event, she
contacted the teacher-in-charge to confirm the time and venue. She also asked
about what kind of information she is expected to provide in her speech.

Julia also asked about her prospective audience. She learned that her
audience will be composed of high school students, mostly women, who wish to
take up media-related careers. She learned that most of them took up a journalism
elective and are currently involved with the school or community paper. With this
information in mind, Julia set to write her speech and plan her presentation. She
researched on the latest trends in hopes of relating more to her young listeners.
After all, her speech may just give birth to the next best media practitioner the
country has ever seen.

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 Just like how Julia prepared for her speech by understanding who her
audience will be, communication practitioners and professionals alike also need an
understanding of their audience to communicate effectively.
Knowing your intended audience is essential for all effective communication.
In this module, we will discuss the needs and characteristics of the different
audiences of communication.

DISCUSSIONS

Lesson Clientele and Audiences in

1 Communication

AUDIENCES OF COMMUNICATION
In communication, the public is the general concept that pertains to the recipient
of the message in an interpersonal, group, organizational and government setting.
They are indeed readers, listeners, viewers, users, and consumers of various forms
of media, such as newspapers, television, radio as well as new media. Audience is
the group of individuals who consume a particular method of communication.

The characteristics and needs of the various audiences need to be understood in

order to know the best way to send messages effectively in any form of
communication medium. Communication audiences may be categorized as:

Individuals
Interpersonal communication is the level of communication most associated with
this type of audience. Communicating with individuals is also one of the most
efficient ways to deliver our message and is likely to be the one that we will do
more often during our lifetime. It is through the individual in which communication
would be most influential in changing views, in addressing resistance and
indifference with concerns, and in maintaining harmony in social settings (Marsen,
2006). It provides a two-way exchange of information in which both senders and
receivers are in the process of clarifying, explaining, and negotiating messages.
Communicating with individuals is characterized by less interference, either
external or internal, due to the simplicity of the process.

Communities
Effective communication with societies involves considering their size, their
collective backgrounds, as well as their experiences and the main issues that affect
quality of life. Communication in this type of audience is used to convey, as well as
to explain information, to seek community feedback on information, to start
engaging community talents and skills, to help attain an expected result, to
encourage community support for an initiative or program, and to start engaging
and/or negotiating with the community in a planning process, among many others.

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The following are some enabling features which allow effective communication with
communities (Butler, 2006):
• A call to all participants to respond to the communication.
• Easy-to-use vehicles to allow communication to be returned.

• Capacity across all members of the community to speak with each other, without
the possibility that communication will be bottled as it passes through the sponsor
of the engagement project.

Groups and Organizations

Once groups and organizations have been formed, a new identity is constructed
regardless of the identity or personal characteristics within each individual member
(Marsen, 2006).

The characteristics of the Communities are as follows:

• Interdependence. Communicating to groups involves being aware that each
member is indeed an integrated component of the whole and that it needs each
other to maintain its existence and achieve its objectives. It is precisely the role of
communication to promote these ties and to ensure that the group or organization
operates together towards a common goal.

• Interaction. Members of a group or organization shall communicate in a

purposeful manner to achieve a goal. Communication plays a role in problem-
solving, role-playing, team building and building trust.

• Synergy. Working in a team or institution enables participants to synergize; that

is, to collaborate with each other because their collective efforts can lead to better
outcomes than working individually. It is through communication that synergy
between members is achieved.
• Common objectives. Members of a group or organization share common objectives
or objectives.

• Shared standards. This concerns the culture of a group or organization that they
develop over time as members begin to work together. In communicating with
them, it is essential to have prior knowledge of the characteristics, background,
values, and norms that they observe in order to ensure efficient communication.

Media Audiences
Media audiences include readers, listeners, viewers, users, and all the consumers
of the various forms of media like newspapers, tv and movies, radio, and social
media. The characteristics of the media audiences are as follows:

• Huge. Media audiences are varied and are not within such a fixed location; this
also implies that direct feedback is not possible.

• Unmentioned. Messages are delivered to audiences or readers in the privacy of

one’s home and personal moments. There are also no specific characteristics of
identification for the media audience except for general categories such as age,
gender, income and status, among others.

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• Measurable. It can be researched and analyzed by means of statistical
measurements such as ratings and audience share.
• Fragmented and diverse. Fragmented because of the large audience, media
companies are also categorized as consumers of different mediums, products, and
services; and diverse because they are not restricted to communities or groups and
vary in age, gender, ethnic and religious background, and many more.

Mass vs. Niche

We can further categorize media audiences into mass and niche audience. In the
past, mass media used to target only general groups of people—men, women
children, adults-called the mass audience. They consumed popular media
products, such as soap operas, comedy programs, news programs, and even you’re
their favorite Hollywood series.

Nowadays, media also cater to the specific needs of a small, select group of people
with unique interests called the niche audience. Examples of these are magazines
or television programs targeted toward car enthusiasts, plant hobbyists, and
techies, among others.

ONLINE AUDIENCE
The online audience is made up of productive users of the Internet.
The Internet audience is based on the following:
• It is scattered. Weaver (1993) claims that the Internet could even reach different
audiences to both the public as with the case of online news; a significant sector of
society like in the case of those who are only interested in the business or sports;
or tiny, special-interest groups as in the case of art hobbyists forming online
communities. Unlike television and radio, where audiences are limited to the
country where such programs are produced, the Internet audience is not limited to
a specific location.

• The interactive one. The Internet has made the relationship between the receiver
and the sender more interactive, as compared to the one-way and linear delivery of
mass media messages to its viewer. As we discussed earlier, there really is no
instant feedback when you watch television or read magazines and newspapers,
and it's something that the Internet provides.

• A certain level of technological knowledge. Internet users are expected to have a

certain level of knowledge to navigate the websites. In contrast to the simple on/off
button as well as the channel surfing features of television, Internet users must
not only know how to use a computer or tablet, but also how to explore the
features of specific websites to maximize their user experience.

• High consumption patterns. According to Abrahamson (1998), while there are

types of people using the Internet like those of the mass, this audience has very
high consumption practices and is looking for very specific and valuable
information to meet or meet their objectives and needs. In short, access to the
Internet comes at a price (purchase of gadgets and DSL or broadband connections,
among others), which means that the act of being online brings with it a goal for
the user. In recent times, consumers are becoming dependent on the Internet
when it comes to reading reviews of products or services that they want to
purchase or use.

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AUDIENCE ANALYSIS AND AUDIENCE RESEARCH
Communication practitioners and professionals hold awareness research and
analysis to identify the influence and needs of the target audience.
Audience analysis is a public-based approach involving the identification of the
target audience, the assessment of their needs and objectives, and the planning of
subgroups inside the audience. Recognizing the audience helps determine factors
such as age, educational or professional background, culture and level of
knowledge and experience. Audience research, on the other hand, is conducted to
obtain information on the attitudes, knowledge, interests, preferences or behavior
of specific segments of the audience.

The most common method of public research is the survey, which selects a group
of people and asks the same questions. Their answers are then counted. Apart from
surveys, one can also observe online forums, mechanic measurements (people-
meters), interviews, focus group discussions and magazine evaluations, among
others. Audience research methods may be used for any activity with viewers only
for radio and television stations, but also for print media, the Internet, and even
within groups or organizations.
COMMUNICATION AND MEDIA CHANNELS

As technological innovations provide communication professionals and audiences

with a wide variety of sources and channels of information, individuals select a
media with unique style to meet their communication needs and achieve their
communication objectives. In this learning experience, we will discuss three issues:
mass media, telecommunications, and new media (to which social media is
categorized).

Mass Media News

Mass media, which include broadcast (radio and television) and print remain the
most popular communication way to reach large audiences due to its availability
and wide coverage.

Briefly, let us look at all these forms of mass media and gain knowledge when to
use them to attain our communication goals.
Print
Print media include newspapers, magazines, brochures, pamphlets, catalogues,
journals, and such like. There has been a decrease with the use of print media,
mainly newspapers, in recent times due to the popularity of access to news as well
as other information on mobile devices and online remains. Print media remain
important to the dissemination of information that serves as a resource artifact of
history. It is a quantifiable and easily accessible source of historical information,
and that is something we purchase and own, as opposed to television and radio
programs.
Print is perhaps the most Internet-friendly form of content in terms of all its
adaptability to recent mobile and online platforms, as it requires considerably less
time to load compared to audio or video clips. This is also the means to be used
and consumed if you are searching for detailed accounts of events because it is not
time-constraint, such as television or radio segments. Research findings have
shown that print remains one of the most reliable sources of information for the

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public. They have the most loyal audiences who are more likely to visit a converging
website than TV viewers or radio listeners.
In addition, newspapers may still be used for advertising, especially for small
companies that cannot afford the higher cost of broadcasting advertising. Finally,
print media, particularly in rural areas, is indeed an essential way for local
communities to bring information about local events and products. Print media,
however, is constrained by its form in terms of interactivity, the limitation of its
allocation, and the lead time which comes with the selection of materials (collection
of news, writing, layout) so much and the news has indeed happened, and then we
can just read about it but the following day.

Radio
Even before TV collected the imaginations of the Filipinos; radio was yet another
source of information and entertainment. Because of its lower cost compared to
television, radio is used for both commercial and developmental purposes,
particularly in rural communities. Even in modern times, with the threat of
calamities, radio has once again proved its worth in delivering information directly,
as compared to television. Radio can also be enjoyed everywhere and has achieved
a higher level of loyalty to the viewers who will always be tuned in to their
programs. Furthermore, if you want to advertise a product or service to a large
audience, the rate of radio advertising is much lower than that of television.
Nevertheless, radio is unable to deliver visually oriented messages as it is an audio
medium; even though there are only few more genres of programming available
(music, news, radio drama).

Television
The advantage of television compared with the other two forms of media is its
audio-visual capacity. It is designed, by its natural world, to attract the attention of
the audience for just a short period of time, which means that the messages
destined for this medium should be catchy, convincing, and attentive. In today's
modern media landscape, reality TV is becoming the main feature for news,
entertainment, and education; its influence has also been explained, debated, and
even studied by scholars. Moreover, its free airtime for advertising companies is
costly and out of reach for many of these groups and organizations.

Telecommunications
Telecommunications include the convergence of different technologies for
transmitting information either through a physical medium (cable) or in the form of
electromagnetic waves. In its early form, it included telegraphs and telephones
prior to the development of radio, microwave and satellite transmissions and the
Internet. The most common style of telecommunications is mobile phone.

According to Ling and Donner (2009), mobiles phones have been the subject of
different studies making it a comprehensive technology. In the Philippines, mobile
phones have made connections with loved ones possible, faster, cheaper, and
easier, most especially to those which have not been serviced by the installation of
telephone lines. Mobile phones are also used for commercial transactions.
Moreover, with almost 11 million Filipinos working abroad, mobile phones have

8
managed to make families and even friends in contact despite the geographical
distance.
In the United Nations report, mobile phones have improved the livelihoods of the
lowest income people in developing countries by accessing information in places
where cell towers or the Internet are not available. Mass media industries, like here
and abroad, have also started to turn to mobile phones to sustain their programs
or campaigns. With both the evolution of mobile devices and the incorporation of
the Internet, mass media have used this as another platform for their products and
services. TV networks and radio stations are now streaming their content online
and the advertising industries have used this medium to tailor their content to the
needs and preferences of their clients.
The existence of smartphones has merged the power of broadcasting, print media,
as well as the Internet; and besides, smartphones have the edge of being handy,
easily accessible, and convenient.

New Media
As major aspect of the telecommunications network, the Internet is perhaps the
most essential part of the convergence puzzle. It is a vehicle that can incorporate all
the other forms of media. Moreover, the feedback capability of Internet is
considered as one of its most attractive and essential features. Although there are
many issues concerning the use of Internet in terms of impact, abuse, privacy,
credibility, and accessibility, it cannot be denied that the communications industry,
as well as its audience, has grown radically due to the Internet. This shows how the
Internet has overtaken other mass media platforms in terms of the overall average
time spent per medium.
The growth of the Internet has also led to another form of technology known as the
new media. New media have the following characteristics: (1) digital in nature, as
opposed to analog beginnings of broadcast media (now also shifting to digital
transmission); (2) networked and dense because it is connected to and through
various links (websites and websites) as well as platforms; (3) compressible in
terms of data storage (such as CD-ROMs and DVDs); and (4) interactive (as in the
case of computer games). New media is available for streaming and can be accessed
through smart phones, desktops, laptops, and tablets, among many others.

It is important to note that there is a difference in the production of content in

broadcast media and in new media. This is a common misconception that new
media is just another content platform, such as when a reality show episode is
digitized and uploaded online. Anyone who uses new media needs to know that
their strength lies in building connections and conversation. If your content does
not prompt users to comment on, forward, or share your content, you not have not
utilized its true power. Community-building and jumpstarting dialogs are the
primary motivation for using new media to deliver messages.

Social media
Social media is a subset of latest media that allow the creation and exchange of
content. The creation of highly interactive devices from which individuals and
communities’ access, co-create, discuss, and revise information depends on mobile
and web-based technologies. Social media sites are used to connect with friends

9
and family members (Facebook and Twitter), to generate and post their own content
(YouTube, Instagram, Sound Cloud), to share photos and videos (Vimeo, Vine,
Pinterest) and even to share highly qualified affiliations and links (LinkedIn).
Social media continues to operate in a conversational transmission system, which
means that it has many references (everyone can create and upload content) and
with also many recipients. Mass media, on the other hand, operates under a
conversational transmission model, and it has only one source (either TV or radio
or print) but with many receivers. Social media have democratized the
dissemination of information, as it gives anybody the autonomy and the
opportunity to create and upload their own contents as compared with mass
media, where the content comes from only one source and the audience merely
receives the messages.

There are several ways we use new media as a communication channel. It has been
used by people to build, as well as enrich communities, based on interest, passion,
beliefs, and ideologies as seen in the numerous groups created in e-mail lists, chat
rooms and social networking sites. It is also used in politics, not only to campaign
politicians and their advocacies during elections, but also to promote involvement
among its users on social issues; . Moreover, it can also be used to obtain
information and opinions from policy makers. For example, the Thousand People
March launched last August 2013 was mostly organized through social media
(Facebook and Twitter). The whole group came together and developed a
community out of their common sentiment and disgust at the problem of pork
barrels.
In the same Nielsen survey, Filipinos are revealed to have most likely interacted, or
engaged with a brand or company via social media sites like Facebook, Twitter, or
YouTube. This insight has implications to the advertising industry as it became
another channel for advertising products. As previously mentioned, new media
combine the strengths of broadcast and print media with the bonus of brand
engagement via instant consumer feedback and the advantage of virality, where
content is shared to as many people, thus assuring continuous brand recall and
association.

However, while there are many benefits of using new media as a tool for
communication, we also need to take into consideration that there are certain
limitations inherent in using this platform. One, only those with gadgets and can
afford Internet connectivity can access it, which means it cannot be used by and for
people living in far-flung communities without the necessary telecommunications
structure. Two, apart from access, there is also an expectation that one must be
computer or new media literate to use this channel; thus, there is a tendency to
alienate segments of the population like the elderly and the uneducated who may
not be familiar with the operations and interface of new media. Three, and this is
where a lot of issues about the utilization of new media comes in, there are still a
lot of ethical issues associated with its use especially in terms of using copyrighted
materials, breach of privacy, and questions of credibility when it comes to news
sources.

10
While some people say that the arrival of new media signals the ‘end’ of mass
media, history will tell us that communication technologies will always adapt and
incorporate previous and existing platforms in a process called convergence.
Convergence takes form in the online editions of print newspapers and magazines,
in using online media to live stream radio and television broadcasts, and in the
merging radio and television (like teleradyo).

Discipline and Ideas in the Applied Social Sciences

by Cauyan et. al. (2017 p.114-129)

ACTIVITIES
Activity 1.1 Concept Paper
Direction: Suppose you and your friends own and manage an advertising agency
and a multinational company commissioned you to advertise their smartphones to
young professionals. Prepare a concept paper for the client outlining the following:
1. Description of the target audience
2. Competition or market for the product
3. Selling points of the product
4. Appropriate communication channels and explain how it will help promote
the product

ACTIVITIES
Activity 1.2 Situational Analysis
Direction: In the three situations below, explain how communication plays its role
in the delivery of its importance. Use a separate sheet for your answers.
1. A super typhoon is expected to hit your city.
2. A case of food poisoning was reported in a large chain restaurant.
3. An NGO wants to encourage healthy food habit among children

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 ACTIVITIES

Activity 1.3 News Article analysis

Directions: Find three (3) news articles with same topic presented in different
sources or media channels. Discuss the following about the news you have
chosen:
1. Sources or media channels used
2. Similarities and differences the way the news was presented
3. Impact to the audience reading/viewing/listening
4. Effectiveness of the media channels used.

CHECK YOUR UNDERSTANDING

Points to Ponder

Direction: Read the statement carefully. Write the missing word or phrase on the
blank to complete its thought.

1. Advertising came from the Latin word _________________

2. _________________ is a collection of individuals consuming a particular form of
communication.
3. As a developing country, it becomes more important to focus our attention to
how we can make communication work in the lives of _________________ for their
empowerment.
4. Mass media audience are measurable as they can be researched and analyzed
through statistical measurement like _________________ and audience share.
5. _________________ audience pertains to a specific segment of media audience
with unique interests.
6. In two-step flow, the flow of message starts from the mass media to the
_________________ and they are the ones who intervene in the reception of the
message.
7. As part of the telecommunications network, the _________________ is the most
important piece of the convergence puzzle.
8. _________________ is a form of communication channel which is digital in nature,
networked, interactive, and utilizes the combined strengths of print, video, and
audio.
9. __________________ and analysis is important as it identifies the audience and
assesses their needs and objectives by gathering information on their attitudes,
knowledge, interests, preferences, or behavior.
10. ___________________ environment of today is characterized by the convergence of
different technologies and information transfer platforms that are fast,
accessible, and convenient.

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 REMEMBER
 Recognizing our audience can assist us tailor our messages to ensure clear
communication.
 Audiences could be categorized as: individuals, communities, groups and
organizations, media and online.
 Media audiences could be further categorized into masses and niches.
 Online audiences are referred to as netizens and are characterized as
dispersed, interactive, have a certain degree of technological knowledge and
have high consumption practices.
 Audience research and analysis is important as it identifies the audience
and assesses their needs and objectives by gathering information on their
attitudes, knowledge, interests, preferences, or behavior.
 Communication channels are mass media, including print, radio, television,
and telecommunications, as exemplified by mobile phones and new media.
 The communication environment of today is characterized by the
convergence of different technologies and information transfer platforms that
are fast, accessible, and convenient.

POST TEST
A. Answer the following questions accordingly.

1. What do individuals comprising an audience have in common?

2. Give at least three different ways by which an audience can be defined.
Explain each of these in a sentence and give an example.
3. Give at list three reasons or gratifications that individuals can get from
watching television. Give an example of a television program that illustrates
each gratification.
4. Choose any group in your community, for instance, youth association,
mothers’ club. Give at least three communication needs of this group and
give an example of the communication media that it can use to meet these
needs.

B. Analyze your own communication activities or those of other people as

follows:
1. Why do I listen to the radio?
2. Why do my mother (or father) watch television?
3. Why do my classmates use Facebook?
Give your answer using graphic organizer. Prepare one organizer for each
item above, and identify a maximum of four reasons (i.e., need or
gratification that is fulfilled). Expand organizer by indicating an example of
the communication activity (for instance, title of TV program) that satisfies
that need or provides gratification.

13
References

About Broadcast Media. Retrieved from:

http://www2.unc.edu/home/acurtis/Courses/ResourcesForCourses/BroadcastMe
dia.html
Health System Intelligence Project. Retrieved from:
http://www.health.gov.on.ca/transformation/providers/information/resources/he
alth_planner/module_5.pdf (2006)
Background (Telecommunications). Arangkada Philippines. Retrieved from
http://www.investphilippines.info/arangkada/seven-
winners/infrastructure/telecommunications/background/
Biocca, F (nd). Opposing Conceptions of the Audience: The Active and Passive
Hemispheres of Mass Communication Theory, Retrieved from http://my.ilstu.edu/-
jkshapi/Biocca Active%20Audience.pdf
List, D. Know Your Audience: Chapter 1, Part A Planning audience research.
Retrieved from http://www.audiencedia-logue.net/kyala.html (2002).
Mallard, D. Converging Media Trends. Retrieved from
http://im.jou.ufl.edu/projects/Spring03/Mallard/advantages.html

Books
Ardal, S., Butler, J., Edwards, R. Module 5: Community Engagement and
Communication The Health Planner's Toolkit.
Baran, S., Davis, D. (2006) Mass Communication Theory: Foundation, Ferment, and
Future (6th ed.). Boston: Wadsworth, Cengage Learning .
Cauyan, JM. Et. (2017). Discipline and Ideas in the Applied Social Sciences.
Eastman, S. T., Ferguson, D. A. (2002). Broadcast, cable, web programming:
Strategies and practices (6th ed.). Belmont, Calif.: Wadsworth-Thomson
Learning.
Eastman, 5. T. Ferguson, D. A., Klein, R.A. (2006).Media promotion and marketing
for broadcast, cable and the Internet (5th ed.). Burlington, MA: Focal Press.
Fleming. C. (2002). The radio handbook (2nd ed.). London: Routledge.
Griffin, E. (2011). A first look at communication theory (8th ed.). New York: McGraw
Hill.
Jenkins, Henry (2006). Convergence Culture: Where Old and New Media Collide.
New York New York University Press.
Jones, R. (2013). Communication in the Real World: An Introduction to
Communication Studies, v. 10. ISBN: 978-1-4533-5202-1.
Marsen, S. (2006).Communication Studies. Basingstoke: Palgrave Macmillan.
Pertierra, R. (2010). The Anthropology of New Media in the Philippines. Quezon City:
Institute of Philippine Culture: Ateneo de Manila University.
Quinn 5., Filak, V. (Eds.) (2005). Convergent journalism: An introduction.Burlington,
M: Focal Press.
Turrow, J. (2003). Media today: An Introduction to Mass Communication. USA:
Houghton Mifflin.

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 Management and Development Team
Schools Division Superintendent: Maria Magdalena M. Lim, CESO V
Chief Education Supervisor: Aida H. Rondilla
CID Education Program Supervisor: Amalia C. Solis
CID LR Supervisor: Lucky S. Carpio
CID-LRMS Librarian II: Lady Hannah C Gillo
CID-LRMS PDO II: Albert James P. Macaraeg

Editor/s: Hernani D. Patches Jr. (Content)

Joe S. Verzosa (Language)

Writer: Fructuoso O. Salao

15
 REFLECTIVE LEARNING SHEET

Name ____________________________________________ Grade and Section ___________

School: ______________________ Date: _____________ Subj. Teacher: _______________

Quarter: 2 Module No.: 3

MELC:
1. Describe the clientele and audience of communication.
2. Distinguish the needs of individuals, groups, organizations, and
communities
Topic: Clientele and Audiences in Communication

Journal Entry

We will look back at what we have covered, and we will synthesize the
importance of clientele and audiences in communication.

Directions: Answer the following accordingly.

Why is it important for a student organization for instance that student
council, to communicate? Give a least three reasons. Also indicate the
corresponding communication activities and tools used by the organization for each
of these communication needs.

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 ANSWER KEY
Lesson 1 Lesson 1 Lesson 1
LOOKING
BACK TO PRETEST POSTTEST
YOUR
LESSON A. .
Answers Answers
Answers may
may vary may vary
vary
A and B
Answers
may vary

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