LYCEUM OF THE EAST-AURORA

LYCEUM OF THE EAST -AURORA

Brgy. Florida, Maria Aurora, Aurora

Discipline and
DISCIPLINE AND IDEAS IN
APPLIED SOCIAL SCIENCE
Ideas in QUARTER 2 - MODULE 3

Applied Social
THE DISCIPLINE OF COMMUNICATION

Science
Quarter 2, Module 3
Prepared by: 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 3
THE POFESSIONALS AND PRACTITIONERS IN THE DISCIPLINE 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)

At the end of the lesson, the students should be able to :

1. Define the roles, functions, and competencies of communicators and journals
2. define areas of specialization in which communicators and journalists work;
3. describe career opportunities of communicators and Journalist;
4. explain the rights, responsibilities, and accountabilities of communicators and journalists; and
5. discuss the code of ethics of communicators and journalists

ELICIT
How would you describe the professionals and practiotioners in the discipline of communication?

ENGAGE
Use the space below to create a mind map of possible careers and opportunities in the field of communication
EXPLORE
The discipline of communication is populated by a wide variety of professionals who are in communication
practice. They are creative artists, writers, editors, journalists, Bloggers, educators, social advocates, businessmen and
businesswomen, preachers, scientists, politicians, and 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
publics of their choices. They operate with a wide variety of mediums and media.

Defining the Roles, Functions, and Competencies of Communicators and Journalists

The foremost important role of communicators and journalists is to make available information and evidence
to inform the public about issues that matter to them in the most neutral way possible. They provide facts for the
public to form judgment and decisions. In some cases, they facilitate accurate processing and analysis of such facts in
a professional and ethical way.

In this way, their functions follow naturally: to collect and document information, facts and opinions, and
present them for public analysis and deepening to the root of reality. To communicate is to deliver truth and facts.
Professional communicators and journalists are at the service of truth. They gather news, facts, and information that
are critical to public life and well-being. The functions include being present where the news is happening and having
the ability to record what is happening accurately with available technology.

The competencies of communicators and journalists are along their delivery of roles and functions. They need
to have listening, reading, writing, and speaking skills. Listening and reading are data- and information-gathering
skills necessary for accurate writing and speaking. But writing and speaking skills are necessary for communication as
tools. Poor writing and speaking skills can distort the message regardless of the good intentions of the communicator.

Areas of Specialization of Communicators and Journalists

Communicators and journalists can work in a number of areas of specialization: speech writing and taking
minutes of a meeting: advertising, marketing, and sales; communication education; electronic media, radio-
television, and broadcasting; public relations; journalism; theater, performing arts, and dramatic arts; public
communication and opinion management; and international relations management and negotiations.

The specialization can be in copy writing, production directing; professional blogging, communication

education, language arts coordination, forensic and debate coaching, drama directing, film and tape librarian, news
editing, news directing, news writing, news anchoring, transmitter engineering, and technical directing. As journalists,
they can also specialize in field reporting, news editing, news casting, author, copywriting, script writing, publishing,
news service
research, technical writing, acquisition editing, and interviewing

Career Opportunities for Communicators and Journalists

The field of communication is wide and almost every aspect of business and human organization has
communication specialists or roles. Companies have to relate with customers, clients, and other stakeholders. The
same is true tor government and public individuals because the need to be heard, to be understood, to be followed, and
to convince others require communication. Professionals pursuing careers in communication have many options.
Alberts, Nakayama, and Martin (2007) present some as follows: speech writers, press secretary, public information
officer, public affairs specialist, communication assistant, meetings secretary, customer service representative,
marketing assistant or officer, advertising, sales assistant and account executive, research associate, and operations
manager. Broadly, other opportunities include careers in advertising; careers in communication education; careers in
electronic media, radio-television, and broadcasting; careers in public relations; careers in journalism; careers in
theater, performing arts, and dramatic arts; careers in communication in government and politics-related; and careers
in international relations and negotiations.
 Advertising and marketing specialists can work as copy writer, account executive, sales manager, media
planner, media buyer, creative director, media sales representatives, and can also function as public opinion
researchers and pollsters (such as in Social Weather Station and Pulse Asia).

They can find their niche in professional blogging for fashion and lifestyle, products and services marketing,
and communication. Some bloggers focus on paid work or freelancing news and current affairs reporting.

Communication educators can work as college or university professors, and may also serve as speech
communication department chairpersons, language arts coordinators, elementary and high school speech teachers,
forensic and debate
Coaches, or drama directors.

Broadcasting careers can include opportunities to work as broadcasting station manager, director of

broadcasting, film and tape librarian, community relations director, unit manager, film editor, news editor, news
director, news writer, news anchor, transmitter engineer, and technical director. Other opportunities include
advertising sales coordinator, traffic and continuity specialist, market researcher, actor/actress, disc jockey, public
relations manager, comedy writer casting director, floor manager, talk show host, account executive, media buyer,
and many more.

In journalism, one can work as a reporter, editor, newscaster, author copy writer, script writer, publisher,
news service researcher, technical writer, acquisition editor, and interview In public relations, one can work as
publicity manager, advertising manager, marketing specialist, press agent, lobbyist, corporate public affairs specialist,
account executives, development officer, fund-raiser, membership recruiter, sales manager, media analyst, media
planner, creative director, audience analyst, news writer, and public opinion researcher.

In theater and performing arts, graduates can work as performing artists, script writer, producer, director,
arts administrator, performing arts educator, costume designer, theater critic, makeup artist, stage manager, art and
prop curator, stage manager, model, theater professor, and casting director.

In communication in government and politics-related, communication graduates can work as public

information officer, speech writer, legislative assistant, campaign director, research specialist, program coordinator,
negotiator, lobbyist, press secretary, and elected officer.

In international relations and negotiations, communication graduates can serve as on-air international
broadcasting talent, corporate representative, translator, student tour coordinator, diplomat, foreign relations officer,
host/ hostess for foreign dignitaries, and foreign correspondent.

Rights, Responsibilities, and Accountabilities of Communicators and Journalists

In modern times, the media have exerted enormous power and assumed a powerful position unprecedented in
human history to serve as valuable means for the articulation on a large scale of popular aspirations and problems,
of entertainment and pleasure, of advertising and economic information, of shared strengths as well as weaknesses. In
this sense, the rights, responsibilities, and accountabilities have to be established to safeguard the integrity of media
and protection of the general public in the form of accountability. In the name of freedom of expression, abuses
happen and certain aspects remain largely unaccountable. Accountability is a necessity for communicators
and journalists.

It is also part of the responsibility of communicators and journalists to ensure that citizens are able to
originate content and contribute to media content, and not just remain passive consumers of media output.

There are respective codes of conduct and official laws and rules that regulate these media. However, these
parameters do not always work for the citizens. Communicators and journalists have rights, responsibilities, and
accountabilities to exercise and live by and which must provide guarantees against censorship and protection of
freedom of expression, safeguarding the confidentiality of journalistic sources, and ensuring that information held by
the government can be timely and easily accessed by the public. There are also general media laws and regulatory
frameworks at both national and international level to comply with. There are regulatory bodies featuring existing
press councils and relevant professional networks, and different types of media ombudsmen.

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.

In 2005, the Global Campaign for Free Expression by the International Federation of Journalists recognized
that developing self-regulatory mechanisms across the communication and journalism sector can help ensure a more
comprehensive approach to developing and upholding media ethics. It can help to deliver genuine accountability to
the public and to protect the principle and practice of freedom of expression. But this is not easy; it is complex and
challenging. Codes of ethics provide a way forward in the guaranteeing rights, responsibilities, and accountabilities.

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.

Photocredits: https://pixabay.com/images/search/journalism/

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.
Reference: The Padayon Series DIASS

Photocredit: https://pixabay.com/images/search/journalism/

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.

Photocredit: https://pixabay.com/images/search/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 sures 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.
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.

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"

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. Whether it’s print media or an on-line source, buyers are influenced very
much so by advertising, alone, e.g., hair styles, currently fashionable/seasonal wardrobes, and many, many
other products such as pet food. People do believe what they see in print, so language is a good tool of
causing people to believe, marketability or control, whatever term you often use.

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.

REMEMBER
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.

Important terms

1. Code is a set of laws ore 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.

BACKGROUND CHECK
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 counties 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 weapons.
 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.
Code of Ethics of Communicators and Journalists

Communicators and journalists have codes of ethics and professional standards based on self-regulation. The
general rule is respect for truthfulness and respect for people's rights. The United Nations Educational, Scientific, and
Cultural Organization (UNESCO) considers the code of ethics as being at the heart of good communication and
journalism for it fosters professional self- censorship among professionals in the industry. UNESCO argues that codes
of ethics, under their different denominations, are an essential instrument of media self-regulation. They are a
fundamental point of reference, guiding journalists on their role, their rights and accountabilities and how they can
best perform their job-all while representing a standard against which their work can be assessed. With the code of
ethics, journalists are served; publishers and owners of media outlets are protected against legal claims and critics.

The code of ethics contributes to the accuracy, fairness, and reliability of information, therefore also
benefiting the general public as consumers of information which form part of the basis of individual, family,
community, corporate, and national decisions (http://www.unesco.org/new/en/communication-and-
information/freedom-of-expression/professional-journalistic-standards-and-code-of-ethics/key-concepts/).

The National Union of Journalists (NUJ) provides a sample of a code ofethics in 1936.

NUJ Code of Conduct
The NUJ's Code of Conduct has set out the main principles of British and Irish journalism since 1936. The
code is part of the rules and all journalists joining the union must sign that they will strive to adhere to it. Members of
the National Union of Journalists are expected to abide by the following professional principles:

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 his/her 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
his/her 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 his/her 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, color,
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 his/her own work or of the medium by which she/he is employed

11. Shall normally seek the consent of an appropriate adult when interviewing or photographing a child for a story
about his/her welfare

12. Avoids plagiarism

The NUJ believes a journalist has the right to refuse an assignment or be identified as the author of editorial
that would break the letter or spirit of the code. The NUJ will fully support any journalist disciplined for asserting
his/her right to act according to the code (http:/l/media.gn.apc.org/nujcode.html).

Further, the United Nations, Parliamentary Assembly issued Resolution 428 (1970), containing a declaration
on mass communication media and human rights. They outlined some measures to secure responsibility of the
press and other mass media as follows.

It is the duty of the press and other mass media to discharge their functions with a sense of responsibility
toward the community and toward the individual citizens. For this purpose, it is desirable to institute (where
not already done)
(a) professional training for journalists under the responsibility of editors and journalists

(b)a professional code of ethics for journalists; this should cover inter alia, such matters as accurate and well-
balanced reporting, rectification of inaccurate information, clear distinction between reported information and
comments, avoidance of calumny, respect for privacy, respect for the right to a fair trial as guaranteed by
Article 6 of the European Convention on Human Rights; and

(c) press councils empowered to investigate and even to censure instances of unprofessional conduct with a
view to the exercising of self-control by the press itself.
(http://assembly.coe.int/Documents/AdoptedText/TA70/ERES428.htm)

REMEMBER

Keep in mind that professionals and practitioners in the discipline of communication follow
a certain set of rules or guidelines which serve as their standards in doing their work . These
set of guidelines are generally referred as ethical standards. In any work you will do, you
should also follow the rules of any
workplace to have a functional and efficient delivery of service.
EXPLAIN
Explain in your own words the code of ethics of Communicators and Journalists. How it will help the communicators
and journalist to perform their job/work ethically? (10 pts)( Minimum of 2 paragraphs)

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ELABORATE
Activity A. HI FIVE!
After you have learned about Professional and Ethical Standards among practitioners
in the field of communication such as Journalism, Advertisement and about Public
Relations. In your Answer sheet , write five things you have realized about their work and
the importance of abiding to their principles and codes of conduct.

Activity B. EVALUATING ADVERTISEMENTS

Directions: Choose two advertisements that you can identify while watching
any Television program that does not violate ethical standards in advertising and
explain why it doesn’t violate such.

Sample 1:
Name of Advertisement : _
Explanation:
_
_
_
_ _
Sample 2:
Name of Advertisement : _
Explanation:
_
_
 _
_
EVALUATE
Name: ________________________________________________ Date: ______________________
Grade & Section: _______________________________________
I. Test your Knowledge
A. Describe the roles and functions of communicators and journalists.( 5 pts)

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B. What are the Four main competencies of communicators and Journalist?
1.
2.
3.
4.

C. IS IT TRUE?
Directions: Identify whether each statement is true or false. Write the word true/false as
your answer for each item on the space provided before each number.

_1. Journalism’s first obligation is to the truth

_2. Advertising company should undermine the public’s regard for
government, law and duly constituted authority.
_3. In public relations, the interest of the public is the basic and primary guide of a
professional life.
_4. Public Relations Society of the Philippines uphold the rule of law and the dictate of public
order
_5. Seeking for truth in exchange of money or favor is one of the standards of a professional
journalist.
_6. Journalism serves as an independent monitor of power.
_7. Journalists must keep the news partial and bias..
_ 8.Journalists are accountable to their readers, listeners, viewers and each other.
_9. Ethical journalists treat sources, subjects and colleagues as human
beings deserving of respect.
_10. Journalists should respect for privacy.

A. COMPLETE ME.
Directions: Complete the following statements by writing the missing word/words on the blank or
space provided.
1. One of the standards in the code of conduct of _is to
conduct activities in full accordance with the accepted standards of trust, objectivity, accuracy, and
good taste.
2. is a strategic communication process that builds strong mutual relationship.
3. The first set of principles which the Philippines adopted to provide the journalists certain
professional conduct were published by the in
1923.
4. The serve as the umbrella of all advertising
 associations in the Philippines.
5. The Society of Professional Journalists defined_ _ as standards for
professional and ethical journalism.
II. Check your understanding
A. How can the lack of competencies of communicators and journalists risk the delivery of their roles and functions?
(5pts)

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B. Explain the rights, responsibilities, and accountabilities of communicators and Journalists.

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III. Apply your learning
Choose three from the 12 listed principles by the National Union of Journalists (NUJ)
Do the following: (1) Briefly explain the principle, (2) illustrate how the principle is practiced, and (3) Illustrate how
the principle is violated. (10 points Each)

Principle 1. ___________________________________________________________________________
1.Explanation:_______________________________________________________________________________
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2. How the principle can be
practiced:___________________________________________________________________________________
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3. How the principle can be
violated:____________________________________________________________________________________
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Principle 1. ___________________________________________________________________________
1.Explanation:_______________________________________________________________________________
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2. How the principle can be
practiced:___________________________________________________________________________________
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3. How the principle can be
violated:____________________________________________________________________________________
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Principle 1. ___________________________________________________________________________
1.Explanation:_______________________________________________________________________________
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2. How the principle can be
practiced:___________________________________________________________________________________
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3. How the principle can be
violated:____________________________________________________________________________________
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ANSWER KEY:
I. TEST YOUR KNOWLEDGE
C.
A. Students answers may vary 1. True
2. False
3. True
4. True
B. 1. Listening 5. False
6. True
2. Reading 7. False
8. True
3. Writing
9. True
D. 1. Public
10.Relations
True Society of the
4. Speaking skills
Philippines
2. Public Relations
3. American Society of Newspaper Editors
4. Advertising Board of the Philippines
5. Principles