LYCEUM OF THE EAST-AURORA

Brgy. Florida, Maria Aurora, Aurora

LYCEUM OF THE EAST -AURORA

Discipline and
DISCIPLINE AND IDEAS IN
APPLIED SOCIAL SCIENCE
Ideas in QUARTER 2 - MODULE 5

Applied Social
THE DISCIPLINE OF COMMUNICATION

Science
Quarter 2, Module 5
RICARDO A SUBAD, Subject Teacher

2020-2021
12
 LYCEUM OF THE EAST-AURORA
3202 BRGY. FLORIDA, MARIA AURORA, AURORA
S.Y. 2020-2021

QUARTER 2
MODULE 5
LESSON 1. THE SETTINGS PROCESSES, METHODS, AND TOOLS IN
COMMUNICATION
At the end of the lesson, the students should be able to :
1. Describe the communication in the following setting:
 Government setting
 Private sector setting
 Civil society setting
 School setting
 Community setting

ELICIT
Describe the settings, processes, methods, and tools in communication in your own understanding regarding the topic.
Use the space provided below.

ENGAGE
Take a few minutes to reflect on your experience in sending and receiving Communication. What is your
preferred method of sending communication or expressing your opinions? Why do you personally prefer that method?
How about your preferred method of receiving communication? If you were to lead, how would you want others to
communicate with you? Why is it your preferred way? Share your reflections in the space provided below.
EXPLORE

The settings of communication may be defined as the physical surrounding of a communication event which
may be made up of the location where the communication occurs, environmental conditions, time of the day, or day of
the week, as well as proximity of the communicators (Alberts, Nakayama, & Martin 2007).

What is critical regarding the setting is to know the audience and understand what they need to hear and how
they need to receive information. The process of communication accounts for what happens between the source of
message and the recipient, the skills employed in giving and receiving information, and conveying our ideas and
opinions with those around us. The methods of communication involves the verbal (i.e., sounds, language, and tone of
voice); the aural (i.e., listening and hearing non-verbal (i.e., facial expressions, body language, and posture; the written
(1.e., letters, memos, journals, emails, blogs, and text messages; and the visual (i.e., signs, symbols, illustrations, and
pictures). Tools in communication include all that we use in both communicating with others and interpreting the
information received from others. They range from language in all its forms, from tone of voice, to performing, re-
enacting, television, storytelling, telephone, cell phones, movie, radio, photographs, cartoon, cyberspace, digital and
social platforms, and the Internet.

Government Setting

The government deals with citizens and particularly deliver social and public services that ensure peaceful and
orderly living. This being the essence of government, the purpose of communication becomes more of public to
government and government to public. The government communicates to inform the public about national plans,
public services, security situation, opportunities, and to give general direction to people as a nation. In this sense, the
government setting draws on a variety of communication methods and tools depending on the subject and intent. They
have highly confidential information and the information that is meant to be accessible to all members of the public.
Traditionally, the government relied on mass media to disseminate public information and propaganda. With the
emergence of new media, the government has also incorporated much of new technological tools. It is more common
than less to find even local government units maintaining a website and communicating with their communities and
general public using social media. For example, class and work suspensions during typhoons and storms in the
Philippines are posted through social networking sites and informed through texts, in addition to traditional radio and
TV announcements.

Private Sectors Setting

The private sector refers to business community, the people who are involved in the delivery of public services
that include job creation and employment provision but are not government. Essentially, this sector exists for profit.
For this broad description ot their existence, communication for them is largely advertisement, to inform the public,
individuals, groups, and communities about available goods and services for sale. On the other hand, they need
information from the public to understand the demand they have to supply. As the private sector engages with the
public, they want to remain relevant, profitable, and accepted. Therefore, the concept of corporate social
responsibility (CSR) is important to foster the goal of maintaining a positive public perception.

Civil Society Setting

This sector of society sees itself as the "third force." It comes to complement government and business
action. It includes various groups of non-government organizations, charities, foundations, people's organizations,
and other pressure groups that exist to advocate the causes of social justice on behalf of the marginalized sectors,
disenfranchised, minorities, and even on behalf of biodiversity. They do not exist to make profit or to serve as
government but they do perform a number of functions that belong to the government. In many cases, they also
engage in business to raise funds needed to respond to problems affecting the represented sector or issue.
Communication in this sense is defined by the mission and actions chosen by the civil society. They can draw
almost all forms of tools available in communication. To highlight issues, they do produce documentaries and
 even inspire movies. They are using new and social media to bring their case to a wide audience possible and
effectively.

School Setting

Schools are educational and social institutions. Their participation in communication is to deliver educational
goods to the public and engage communities in agenda setting regarding educational goals and means.
Communication in school setting tends to be very formal and academic. However, the emergence of new media has
transformed communication in schools to include new forms of communities cutting across schools to create
communities of learners that come together in pursuit of learning beyond the confines of physical schools they belong
to. There is more exchange of information and documents among students, and traditional group work has become
virtual teamwork, where students learn together and accomplish given tasks without physically coming together.

Schools can announce enrolment dates and students can enroll in their chosen schools without even physically
going to the campus. Ultimately, this has led to the shrinking of physical campus and into global campus in education
and school management. There is more student-to-student and student-to- teacher direct communication than at any
time in history. Teaching and learning pedagogies are also affected to fever a highly personalized and learner-
centered style.

Community Setting

The community is where all sectors interact: government, business, Civil society, and just about all
individuals and groups. In general, communication with communities has tended to favor a one directional pattern
of mass media.

Sectors of a community announce their offering to the wider community and government agencies would also
inform communities in this fashion regarding what they want the community to know. But there is also within
community, Visual-to-individual, group-to-group, and group to general Environment Communication. Various
tools and methods are appropriately drawn to achieve community setting communication goals. On this level, a
face-to-face Communication and tarpaulin as well as graffiti are very common.

EXPLAIN
What new learning did you develop about the settings, processes, methods and tools in communication? (10pts)
(Minimum of 2 paragraphs)

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LESSON 2. THE COMMUNICATION MEDIA CHANNELS
At the end of the lesson, the students should be able to :
1. Define mass media;
2. Describe the new media and social media;
3. describe Telecommunication
4. Explain how to conduct needs assessment for individuals, groups, organizations, and communities; and
5. Explain how to conduct monitoring and evaluating communication effectivity

ELICIT
Based on your experience and knowledge, list as many information as you can about communication media channels.
Use the space provided below.

ENGAGE
Take a few minutes to reflect on your experience in sending and receiving Communication. What is your
preferred method of sending communication or expressing your opinions? Why do you personally prefer that method?
How about your preferred method of receiving communication? If you were to lead, how would you want others to
communicate with you? Why is it your preferred way? Share your reflections in the space provided below.
EXPLORE
Communication that is mediated or transmitted through channels such as television, film, radio, social
networking sites, fax, e-mail, cell phone, overnight couriers, messengers, and print is generally referred to as media, a
plural form of medium (Alberts, Nakayama, & Martin 2007). The only communication that is not mediated is perhaps
face-to-face communication, which takes place among people who understand each other's language. All other non-
face-to-face communications go through channels.
Mass Media
All forms of communication that are devoted to transmitting standardized messages to widespread audience
are called mass media (Thomson & Heckey 1999). This includes newspapers, magazines, books, e-books, radio, social
networking sites and the Internet, television, and motion picture. By and large, much of mass media has become
electronic media and covers radio, television, media technology, and web design with streaming audio and video.
Generally, communication involves the giving, receiving or exchanging of information, opinions, or ideas to
ensure that the message is completely understood by everybody involved. It is essentially a two-way process,
comprising the elements of the sender, message, channel, receiver, feedback, and context. Mass media does not
consist much of these. It is a one-way system. Yet, the emergence of new media and social media has transformed
media to become more of a dialog, mimicking a typical two-way system. In mass media, the audience is not obliged to
pay attention or give feedback.
New Media and Social Media
Under new media and social media, communication is not necessarily relational but issue- and interest-based
instead. With the help of technology, new media has helped transform the notion of a community based on geography
to a community based on interest, from citizens to netizens. People forge a conversational community driven by the
common interest and generally focused on a single issue and are virtually located. Blogging and social networking, the
most prominent forms of social media, tend to resemble a typical mass media style in the sense that there is
impersonality, no privacy nor specific recipient of the messages nor the obligation to respond. Yet, it has the provision
for concerned people to respond and sustain a discussion and exchange of views in a two-way style. This can be done
online and in real time using instant messaging. Unlike a carefully researched response, in this communication, people
are more concerned with expressing their opinions and feelings about the issue at hand.
New media and social media have also challenged the profession of communication and ethics of
communication. It is not regulated by members of the profession but by the discourse of participants. There is more
self-censorship than professional and public censorship side participants can choose to go by any name, may portray a
self-image, and they may choose to remain anonymous. New media and social media have also redefined participatory
democracy with new political implications. Open debates and consensus on issues are increasingly sought and
achieved through new media and social media.

Telecommunication
Telecommunication refers to the transmission of information by electromagnetic means. Large volumes of
information in the form of words, sounds, or images, over long distances, are transmitted in the form of
electromagnetic signals, by telegraph, telephone, radio, or television. The term covers a vast range of information-
transmitting technologies including mobile phones, landlines, VlP, and broadcast networks
(Telecommunication 2015; Techopedia.com 2016).The data is transmitted in the form of electrical signals, modulated
into analog or digital signals for transmitting information. Analog modulations used in radio broadcasting are
amplitude modulation and the digital modulation.
Telecommunications and broadcasting are administered worldwide by the United Nations specialized agency
for information and communication technologies (ICT). This agency allocates global radio spectrum and satellite
orbits, develop the technical standards that ensure networks and technologies seamlessly interconnect, and strives to
improve access to ICTs to underserved communities worldwide. The organization is based on public-private
partnership since its inception. At present, The International Telecommunication Union (ITU) has a membership
of 193 countries and almost 800 private-sector entities and academic institutions.
Its headquarter is in Geneva, Switzerland, and has twelve regional and area offices around the world. The
membership represents a cross-section of the global ICT sector, from the world's largest manufacturers and telecoms
carriers to small, innovative players working with new and emerging technologies, along with leading R&D
institutions and academia. ITU was rounded on the principle of international cooperation between governments
(Member States) and the private sector (Sector Members, Associates, and Academia). It now serves as the premier
global forum through which parties work toward consensus on a wide range of issues affecting the future direction of
the ICT industry (http://www.itu.int/en/about/Pages/default.aspx). Each country has its own agency for enforcing
telecommunications regulations.
In the Philippines, the National Telecommunications Commission (NTC) is the nation's regulatory agency
responsible to steer the telecommunications sector as a primary engine tor national progress and development. It is
responsible for the maintenance and continuous improvement of a regulatory regime conducive to the development
and provision of an affordable, viable, reliable and accessible telecommunications infrastructure and services
(http://www.ntc.gov.ph/ mandates.php).NTC fulfills the following mandates: regulate the installation, operation and
maintenance of radio stations both for private and public use (RA 3846, as amended); regulate and supervise the
provision of public telecommunications services (RA 7925, CA146, as amended); manage the radio spectrum
(RA 3846, as amended and RA7925); and regulate and supervise radio and television broadcast stations, cable
television (CATV) and pay television (EO546 and ECO205).
The functions of NTC include:
Grant certificates of public convenience and necessity/ provisional authority to install, operate and maintain
telecommunications broadcast and CATV services
Grant licenses to install, operate, and maintain radio stations
Allocate/sub-allocate and assign the use of radio frequencies type-approve/type-accept all radio
communications, broadcast, and customer premises equipment
Conduct radio communications examination and issue radio operators certificate prepare, plan, and conduct
studies for policy and regulatory purposes
Monitor the operation of all telecommunications and broadcast activities
Enforce applicable domestic and international laws, rules and regulations, prosecute violation thereof and
impose appropriate penalties/sanctions
Issue licenses to operate land, maritime, aeronautical and safety devices
Perform such other telecommunications/broadcast-related activities as may be necessary in the interest of the
public (http:/www.ntc.gov ph /mandates.php)
There is also a private sector, the Kapisanan ng mga Brodkaster ng Pilipinas (KBP), organized in 1973 to provide
mechanism for self-regulation in the broadcasting industry.

Conducting Needs Assessment for Individuals, Groups, Organizations, and Communities

Conducting needs assessment is essentially the same. The communicator wants to know the purpose of
communicating that may include considering five essential elements: the sender, the message being transmitted, the
medium used to carry the message, the receiver of the message, and the interpretation given to the message
(Hodgetts 2002). By conducting a needs assessment, the Communicator would be best prepared to convey the
meaning to the receiver using appropriate and efficient encoding system, proper medium, and target a more promising
decoding possibility or interpretation of the message by the receiver. To communicate effectively means that one has
met the needs of the intended individuals, groups, organizations, and communities in all aspect

Monitoring and Evaluating Communication Effectivity

A logical model in monitoring and evaluating communication effectivity involves splitting the variables into
two: those that pertain to making something happen (the causes) and those that account for results (the effects)
(Sanders 2000; Mercado 2009). The variables of causes include input, activities and outputs and these have to be
monitored and accounted for. The variables of effects include initial outcomes, intermediate outcomes, and ultimate
outcomes and these have to be evaluated. Monitoring traces the plan and documents its implementation while
evaluation accounts for results arising from the implementation of the plan. Communication at all levels is a planned
undertaking with clearly articulated results.
 Communication is a dynamic process in which humans strive to convey meaning to one another (and to
oneself) and serves as the basis for understanding the environment, events, objects, and other people. It aims at a
response. A sender of message or communicator anticipates the intended recipient or audience to receive the intended
message and to act on it as a response. In monitoring and evaluating communication, the input such as the medium of
communication, the communication design, and the utilization of time and space are monitored while
the behavior change caused by the communication is evaluated. In this way, success and failure of communication can
be determined and necessary immediate or future corrective actions can be identified and undertaken accurately.
EXPLAIN

What new learning did you develop about the communication media channels? (10pts)(Minimum of 2 paragraphs)

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ELABORATE
Go online and search further on national Telecommunications Commission of the Philippines. Describe the
role it has played in promoting communication in the country. How has it contributed to facilitating communication in
the Philippine society?

EVALUATE

Name: ________________________________________________ Date: ______________________

Grade & Section: _______________________________________
I. MULTIPLE CHOICES
Instruction: Choose and circle the best answer for each item.
1. A level of communication that occurs on one-to-one basis usually in an informal, unstructured setting.
a. Intrapersonal c. Interpersonal
 b. Intercultural d. Interpersona
2. It is made up of ideas and feelings that the senders/receivers want to share.
a. Meaning c. Feedback
b. Message d. Story
3. It keeps the message from being understood or accurately interpreted that usually occurs between
senders and receivers.
a. Channels c. Message
b. Meaning d. Noise
4. It is anything that we communicate without using words.
a. Non-Verbal symbols c. Verbal symbols
b. Non- discursive language d. Symbolic thoughts
5. A level of communication in which the sender-receiver sends a message to an audience in a highly
structured manner.
a. Small group communication c. Conference communication
b. Mass communication d. Telecommunication
6. It is a status that a person enjoys in a communication context. One may be a president or a leader.
a. Educational level c. Social position
b. Age range d. Race and Ethnicity
7. It deals with citizens and particularly deliver social and public services that ensure peaceful and orderly
living.
a. Government c. Private sector
b. Civil society d. Schools
8. It refers to business community, the people who are involved in the delivery of public services that
include job creation and employment provision but are not government.
a. Government c. Private sector
b. Civil society d. Schools
9. It is a setting where all sectors interact.
a. Government c. Private sector
b. Civil society d. Community
10. All forms of communication that are devoted to transmitting standardized messages to widespread
audience.
a. Social Media c. New Media
b. Mass media d. Telecommunication
11. It includes input, activities, and outputs and these have to be monitored and accounted for.
a. Variables of effect c. Variables of Causes
b. Variables of love d. Variables of communication
12. It traces the plan and documents of implementation
a. Monitoring c. Evaluation
b. Implementation d. Planning
13. It accounts for results arising from the implementation of the plan
a. Monitoring c. Evaluation
b. Implementation d. Planning
14. It includes initial outcomes, intermediate outcomes, and ultimate outcomes and these have to be evaluated.
a. Variables of effect c. Variables of Causes
b. Variables of love d. Variables of communication
15. KBP stands for:
a. Kapisanan ng mga Brodkaster ng Pilipinas c. Kapinsanan ng mga Brodkaster ng pilipinas
b. Kapatiran ng mga Brodkaster ng Pilipinas d. Kapisanan ng mga Bookeeper ng Pilipinas

II. TRUE-FALSE
Instruction: Write T if the statement is True and F if the statement is False.
__________16. Telecommunication refers to the transmission of information by electromagnetic means.
__________17. Communication is a dynamic process in which humans strive to convey meaning to one
another and serves as the basis for understanding the environment, events, objects, and other
people.
__________18. NTC means National Television Commission
__________19. The aim of communication is to create a social and political change say, by exposing the
absurdities and injustices in different context.
__________20. All communication messages are made up of one symbol.
ANSWER KEY
1. A
2. B
3. D
4. A
5. B
6. C
7. A
8. C
9. D
10. B
11. C
12. A
13. C
14. A
15. A
16. T
17. T
18. F
19. F
20. F