11 SENIOR HIGH SCHOOL

Disciplines and Ideas in the

Applied Social Sciences
Quarter 3 – Module 8:
Professionals and Practitioners in
Communication

i
NegOr_Q3_DIASS_Module8_v2
Disciplines and Ideas in Applied Social Sciences – Grade 11
Alternative Delivery Mode
Quarter 3 – Module 8: Professionals and Practitioners in Communication
Second Edition, 2021

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Published by the Department of Education

Secretary: Leonor Magtolis- Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writers: Josephine E. Euraoba and Jenny Mae P. Sojor
Editors: Jenny Mae P. Sojor
Reviewer: Gemma F. Depositario,Ed.D., Catherine A. Credo
Illustrator: Typesetter
Layout Artist: Aileen Rose N. Cruz, Enrey P. Alam-alam
Management Team: Senen Priscillo P. Paulin, CESO V Rosela R. Abiera
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Nilita L. Ragay EdD
Carmelita A. Alcala EdD

Printed in the Philippines by ________________________

Department of Education –Region VII Schools Division of Negros Oriental

Office Address: Kagawasan, Ave., Daro, Dumaguete City, Negros Oriental

Tele #: (035) 225 2376 / 541 1117
E-mail Address: negros.oriental@deped.gov.ph

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Introductory Message
This Self-Learning Module (SLM) is prepared so that you, our dear learners, can
continue your studies and learn while at home. Activities, questions, directions,
exercises, and discussions are carefully stated for you to understand each
lesson.
Each SLM is composed of different parts. Each part shall guide you step-by-step
as you discover and understand the lesson prepared for you.
Pre-tests are provided to measure your prior knowledge on lessons in each SLM.
This will tell you if you need to proceed on completing this module or if you need
to ask your facilitator or your teacher’s assistance for better understanding of
the lesson. At the end of each module, you need to answer the post-test to self-
check your learning. Answer keys are provided for each activity and test. We
trust that you will be honest in using these.
In addition to the material in the main text, Notes to the Teacher are also
provided to our facilitators and parents for strategies and reminders on how
they can best help you on your home-based learning.
Please use this module with care. Do not put unnecessary marks on any part of
this SLM. Use a separate sheet of paper in answering the exercises and tests.
And read the instructions carefully before performing each task.
If you have any questions in using this SLM or any difficulty in answering the
tasks in this module, do not hesitate to consult your teacher or facilitator.
Thank you.

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What I Need to Know

Journalism is a form of writing that tells people about things that really
happened, but that they might not have known about already. People who
write journalism are called "journalists." They might work at newspapers, magazines,
web sites or for TV or radio stations.

Figuring out what makes a good story and how to tell it helps young
aspiring reports boost their critical thinking skills and that’s especially true at
this historic moment.

Journalism gives students a tool to engage constructively and

productively with what’s going on in their lives.

What I Know

Multiple Choice. Read each item carefully and answer directly in your notebook.
1. It also known as “Public Relations Specialists.
A. Communication specialist B. Medicine Specialist
C. IT Specialist D. English Specialist

2. Which of the following is not a role of communicators and journalists?

A. to make available information and evidence to inform the public about issues
that matter to them in the most neutral way possible;
B. to provide facts for the public to form judgement and decisions; and
C. to facilitate accurate processing and analysis of such facts in a professional
and ethical way
D. to deliver truths and facts

3. The following are functions of communicators and journalists EXCEPT

A. to provide facts for the public to form judgement and decisions
B. to collect and document information, facts and opinions, and present them
for public analysis and deepening to the root of reality;
C. to deliver truths and facts; and
D. to present where the news is happening and having the ability to record what
is happening accurately with the new technology.

4. Which of the following is a right of communicators and journalists?

A. Respect rights of others B. Safeguarding the confidentiality
C. Freedom of speech D. Observe ethical codes

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
 5. One of the responsibilities of a communicator and journalist is to
A. Access to information B. Serve a watchdog role
C. ensuring information D. Freedom of the press

6. Which of the following is considered as the accountability of a communicator

and journalist?
A. Provide information for the public
B. Provide guarantees against censorship and protection of freedom of
expression
C. Journalism ethics
D. Respect rights of others

7. A way of finding, reporting, and presenting news which other people try to hide.
A. Photojournalism B. Sports journalism
C. Investigative journalism D. Broadcast journalism

8. Telling stories with photographs.

A. Investigative journalism B. Broadcast journalism
B. Sports journalism D. Photojournalism

9. Based on the Code of Ethics of Communicators and Journalists, is it okay for

them to strive to ensure that information disseminated is honestly conveyed,
accurate, and fair?
A. Yes B. No C. Maybe D. Not sure

10. Which of the following is an ethical behavior for communicators and journalists?
A. Protect the identity of sources who supply information in confidence and
material gathered in the course of his/her work
B. Produces no material likely to lead to hatred or discrimination in the
grounds of a person’s age, gender, race, color, creed, legal status,
disability, marital status, or sexual orientation
C. Shall normally seek the consent of an appropriate adult when
interviewing or photographing a child for a story about his/her welfare
D. All the above.

What’s In

Communication is the process of sending and receiving messages through

verbal and/or nonverbal means—speech (oral communication), writing (written
communication), signs, signals, and behavior. The term communication
process refers to the exchange of information (a message) between two or more
people. For communication to succeed, both parties must be able to exchange
information and understand each other. If the flow of information is blocked for some
reason or the parties cannot make themselves understood, then communication fails.

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
 What’s New

Note: Answers may vary depending on the views of a student/teacher.

Write your answer in your notebook.

1. Is a communicator different from journalists? Why?

2. Based on your own experience, how do you gather information?

What is It

PROFESSIONALS AND PRACTITIONERS IN COMMUNICATION

COMMUNICATION SPECIALIST
Also known as “Public Relations Specialists”- they establish positive
associations with the public and mass media in behalf of their client. Employed by
businesses of all sizes, they are typically jack of all trades who is particularly good at
communicating in the written form. Communication Specialists send draft and send
press releases that contain important updates about their clients. They organize
events at which their clients can meet with the public to increase product awareness
or knowledge of their services or recent developments. Journalism, writing and
marketing degrees can potentially be helpful to people who want to go into this field.
The specialist may be contracted on a part-time or full-time basis as well as hired to
work from home or in the office. Journalist is a person who collects, writes, or
distributes news or other current information to the public. Communicators are persons
who are able to convey or exchange information, news or ideas, especially one who
is eloquent or skilled.

Roles of Communicators and Journalists

1. To make available information and evidence to inform the public about issues that
matter to them in the most neutral way possible;
2. To provide facts for the public to form judgement and decisions; and
3. To facilitate accurate processing and analysis of such facts in a professional and
ethical way

Functions of Communicators and Journalists

1. To collect and document information, facts and opinions, and present them for
public analysis and deepening to the root of reality;
2. To deliver truths and facts; and
3. To present where the news is happening and having the ability to record what is
happening accurately with the new technology.

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
Competencies of Communicators and Journalists

Listening - it is the ability to receive and interpret messages in the communication

process.
Speaking - the action of conveying information or expressing one’s thoughts and
feelings in spoken language.
Writing - the activity or skill of making coherent words on paper and composing text.
Reading - the act or skill of reading written or printed matter silently or aloud.

Rights, Responsibilities, and Accountabilities of Communicators and

Journalists

Rights of Communicators and Journalists

1. Freedom of the Press
2. Freedom of speech
3. Access to information, people, spaces
4. Access to gateways and distribution
5. Journalism “privilege”

Responsibilities of Communicators and Journalists

1. Observe ethical codes
2. Respect rights of others
3. Serve a watchdog role
4. Provide information for the public
5. Journalism ethics
Accountabilities of communicators and journalists
1. Provide guarantees against censorship and protection of freedom of expression
2. Safeguarding the confidentiality of journalistic sources
3. Ensuring that information held by the government can be timely and easily
accessed by the public.

Code of Ethics of Communicators and Journalists

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. Does nothing to intrude into anybody’s private life, grief, or distress unless justified
by overriding consideration of the public interest
6. Protect the identity of sources who supply information in confidence and material
gathered in the course of his/her work
7. Produces no material likely to lead to hatred or discrimination in the grounds of a
person’s age, gender, race, color, creed, legal status, disability, marital status , or
sexual orientation
8. Shall normally seek the consent of an appropriate adult when interviewing or
photographing a child for a story about his/her welfare
9. Avoids plagiarism

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
Areas of specialization in which communicators and journalists work
The field of mass communications includes:

• Advertising
Corporate and instructional media (producing visual, audio, media, written,
and multimedia materials for training and instruction, internal and external
communications, sales, and public relations)
• Electronic media
Journalism (magazines, newspapers, print, electronic, television, radio,
broadcast)

• Production Management
• Public relations
• Telecommunications (news or production)
• Visual communications (graphic design, production design, photography,
video)

JOURNALISM

The core purpose of journalist is to research, document, write, and present the news
in an honest, ethical, and unbiased way. Although the method for reporting the news
may be changing, the need for talented, qualified and educated journalists isn’t. A
journalist job description still calls for hard work, ethics, quality writing, and, at its heart,
the desire to tell the truth.

JOB OPPORTUNITIES

• BROADCAST JOURNALISM

(cottonbro, pexels n.d.)

When you think of broadcast journalism, you may think of the famous TV news
anchors, Broadcast Journalism however, has many different facets, both in front and
behind the camera. There are local news anchor jobs, traffic and weather reporters,
and production crew.

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
 • INVESTIGATIVE JOURNALISM

(cottonbro, pexels n.d.)

Investigative journalism is finding, reporting, and presenting news which other

people try to hide. It is very similar to standard news reporting, except that the people
at the center of the story will usually not help you and may even try to stop you from
doing their job.

• PHOTOJOURNALISM

(Oquendo n.d.)

Photojournalism is telling stories with photographs. But on top of that, the

stories created must follow the rules of journalism. They must be true stories and the
journalist must try to tell the story in the most fair, balanced and unbiased way
possible.

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
 • SPORTS JOURNALISM

(true2self 2011)

Sports journalist jobs vary across media, roles and content. Some sports
journalists stick with one employer, and does one form of media, while others freelance
covering various sports and writing and reporting for print, broadcast and/or online
milieus.

What’s More

Using the web diagram below, state at least two of the roles, functions, rights,
responsibilities and accountabilities of communicators and journalists.

COMMUNICATORS AND JORNALISTS

Responsibiliti Accountabiliti
Roles Functions Rights
es es

Illustrated by Josephine E. Euraoba and Jenny Mae P. Sojor

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
 What I Have Learned

After studying this chapter, what have you learned or realized? Write your
answers by completing the following statements.

I have learned that__________________________________________

_________________________________________________________

_________________________________________________________

I have realized that _________________________________________

_________________________________________________________

_________________________________________________________

I will apply ________________________________________________

_________________________________________________________

_________________________________________________________

What I Can Do

Task 1. Directions: Find the specific works areas of communicators and journalist in the
puzzle. Words may be written horizontally, vertically, or diagonally. They also may be written
in reverse order, so you may have to read them from right to left. Write your answer in your
notebook.

Advertising Public relations

Electronic media Production
Visual

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
E I D E M J C U S R A D I O S

C L E W S B R H R M A R T N L

U H E R A A R R H E S F O C O

J U S C U S B H H D H I M A B

G K B O T C J J C I T C B A O

T B L A N R N N J A W A O S E

B R O A D C O O L S J O U S A

A D V E R T I S I N G L O V E

B A E M A A T Q I C L E S E S

R D S E T C C W N C S L A M V

O V E R I D U C S A M P R Q I

A I S L E S D Z I B A E E N S

D S B O A T O O S I S O D M U

S U B M A Q R O T N K P A I A

P O W E R A P M S E T E L E L

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
Task 2.
The following are situations that show either ethical or unethical behaviors of the
journalists and communicators (practitioners). You are to group and write them to
where it belongs. Write your answer in your notebook.

• Publishing misleading and false information

• Differentiates between fact and opinion
• Upholds and defends the principle of media freedom, the right of freedom of
expression and the right of the public to be informed
• Strives to ensure that information disseminated is honestly conveyed, accurate,
and fair

Ethical Behavior Unethical Behavior

________________________ ________________________
________________________ ________________________
________________________ ________________________

Assessment

Multiple Choice. Read each item carefully and answer directly in your notebook.
1. It also known as “Public Relations Specialists.
A. Communication specialist B. Medicine Specialist
C. IT Specialist D. English Specialist

2. Which of the following is not a role of communicators and journalists?

A. to make available information and evidence to inform the public about
issues that matter to them in the most neutral way possible;
B. to provide facts for the public to form judgement and decisions; and
C. to facilitate accurate processing and analysis of such facts in a professional
and ethical way
D. to deliver truths and facts

3. The following are functions of communicators and journalists EXCEPT

A. to provide facts for the public to form judgement and decisions
B. to collect and document information, facts and opinions, and present them
for public analysis and deepening to the root of reality;
C. to deliver truths and facts; and
D. to present where the news is happening and having the ability to record what
is happening accurately with the new technology.

4. Which of the following is a right of communicators and journalists?

A. Respect rights of others B. Safeguarding the confidentiality
C. Freedom of speech D. Observe ethical codes

10

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
5. One of the responsibilities of a communicator and journalist is to
A. Access to information B. Serve a watchdog role
C. ensuring information D. Freedom of the press

6. Which of the following is considered as the accountability of a communicator and

journalist?
A. Provide information for the public
B. Provide guarantees against censorship and protection of freedom of
expression
C. Journalism ethics
D. Respect rights of others

7. A way of finding, reporting, and presenting news which other people try to hide.
A. Photojournalism B. Sports journalism
C. Investigative journalism D. Broadcast journalism

8. Telling stories with photographs .

A. Investigative journalism B. Broadcast journalism
B. Sports journalism D. Photojournalism

9. Based on the Code of Ethics of Communicators and Journalists, is it okay for them
to strive to ensure that information disseminated is honestly conveyed, accurate, and
fair?
A. Yes B. No C. Maybe D. Not sure

10. Which of the following is an ethical behavior for communicators and journalists?
A. Protect the identity of sources who supply information in confidence and
material gathered in the course of his/her work
B. Produces no material likely to lead to hatred or discrimination in the grounds
of a person’s age, gender, race, color, creed, legal status, disability, marital
status, or sexual orientation
C. Shall normally seek the consent of an appropriate adult when interviewing or
photographing a child for a story about his/her welfare
D. All the above

Additional Activities

If you were a journalists or communicator, how can you maintain ethical behavior in
your field of work? Write at least one paragraph with 3-5 sentences.

11

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
Glossary
The following terms used in this module are defined as follows:

Broadcast Journalism - There are local news anchor jobs, traffic and weather
reporters, and production crew.

Business - the practice of making one's living by engaging in commerce.

Community Relations - refers to the various methods companies use to establish

and maintain a mutually beneficial relationship with the communities in
which they operate.

Communication Specialist - Also known as “Public Relations Specialists”- they

establish positive associations with the public and mass media in behalf
of their client.

International Relation - In all cases, international relation is concerned with the

relationships between political entities

Investigative Journalism - is finding, reporting and presenting news which other

people try to hide.

Journalism - The core purpose of journalist is to research, document, write, and

present the news in an honest, ethical, and unbiased way.

Journalism/Publishing - Publishers are key to the journalism environment,

controlling the process of actual development and printing of a publication.

Media/Broadcasting - is the airing of audio and video to the public.

Photojournalism - is telling stories with photographs.

Politics/Government - politics is the process by which people decide how to live

together – whether it is a family, a school, or a nation. Government is the
system used to make the decisions.

Sports Journalism - Sports journalist jobs vary across media, roles and content.

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NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
13
WHAT I KNOW AND ASSESSMENT WHAT’S NEW
1. A 6. B Answer may vary
2. D 7. C
3. A 8. D ADDITIONAL ACTIVITIES
4. C 9. A Answer may vary
5. B 10. D
WHAT’S MORE
Roles
1. To provide facts for the public to form judgement and decisions; and
2. To facilitate accurate processing and analysis of such facts in a professional
and ethical way
Functions
1. To collect and document information, facts and opinions, and present them for
public analysis and deepening to the root of reality.
2. To deliver truths and facts.
Rights
1. Freedom of the Press
2. Freedom of speech
Responsibilities
1. Observe ethical codes
2. Respect rights of others
Accountabilities
1. Provide guarantees against censorship and protection of freedom of
expression
2. Safeguarding the confidentiality of journalistic sources
Answer Key
NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
14
Task 2.
Ethical Behavior
• Differentiates between fact and opinion
• Upholds and defends the principle of media
freedom, the right of freedom of expression and the
right of the public to be informed
• Strives to ensure that information disseminated is
honestly conveyed, accurate, and fair
Unethical Behavior
• Publishing misleading and false information
References
BOOKS:

Disciplines and Ideas in the Applied Social Sciences, Ritchel B. Bernardo and
Christian R. Ranche 1st ed., JFS Publishing Services, ISBN:978-621415-005-2, p. 95

HUMSS Instructional Plans and Workbook for Disciplines and Ideas in the Applied
Social Sciences by Mervina B. Tagbar, Sharon S. Picante, Jessie M. Dohillo, BB Boy
Vincent Leaonard Jayme, Cheerie Ondap, Rudy A. Tagud Jr., and Airiz Mae Y.
Geonzon.

WEBSITES:
https://www.slideshare.net/GwenDavid2/discipline-of-communication
https://www.living-democracy.com/key-concepts/government-and-politics/
https://en.wikipedia.org/wiki/International_relations#:~:text=In%20all%20cases%2C
%20international%20relations,multinational%20corporations%20(MNCs)%2C%20an
d

PICTURES:
cottonbro. n.d. pexels. Accessed January 10, 2022.
https://www.pexels.com/photo/woman-in-red-and-black-sweater-holding-
black-camera-10464476/.
—. n.d. pexels. Accessed January 10, 2022. https://www.pexels.com/photo/woman-
holding-a-paper-beside-a-car-window-8387971/.
Oquendo, Caleb. n.d. pexels. Accessed January 10, 2022.
https://www.pexels.com/photo/person-holding-camera-3038071/.
true2self. 2011. Flickr . February 6. Accessed January 10, 2022.
https://www.flickr.com/photos/true2self/5434613237/.

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NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
For inquiries or feedback, please write or call:

Department of Education – Schools Division of Negros Oriental

Kagawasan, Avenue, Daro, Dumaguete City, Negros Oriental

Tel #: (035) 225 2376 / 541 1117

Email Address: negros.oriental@deped.gov.ph
Website: lrmds.depednodis.net