Learning Area Grade Level 12

W1
Humanities and Social Sciences
Quarter Fourth Quarter Date
I. LESSON TITLE Communication media channels
II. MOST ESSENTIAL LEARNING Distinguish the appropriate communication media channel(s) to use in different
COMPETENCIES (MELCs) settings and situations
III. CONTENT/CORE CONTENT The Communication Media Channels
IV. LEARNING PHASES AND LEARNING ACTIVITIES
I. Introduction (Time Frame: 20mins)

Learning Outcomes:
● Define mass media.
● Describe the new media and social media.
● Describe telecommunication.
● Explain how to conduct needs assessment for individuals, groups, organizations, and communities.
Explain how to conduct monitoring and evaluating communication effectively.

D. Development (Time Frame: 40mins)

Activity 1. Elicit
Direction: Based on your experience and knowledge, list as much information as you can about communication media
channels.

Activity 2. Engage

Direction: Answer the following questions

● What forms of social media do you mostly use?

● Why do you usually use each of them?
● Do you find them effective in delivering the message you want to send? Why?

Reflect on these points and take note of your answers to make you conscious of the use and significance of social
media.

E. Engagement (Time Frame: 1hr 45min)

Learning Points: (Ref. Sampa E.M (2017) DIASS Pg. No. 150-157)

Explore

Communication that is mediated or transmitted through channels such as television, film, radio, social networking sites, fax, e-
mail, cellphone, 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 that does
not go through channels.
 ● Mass Media

All forms of communication that are devoted to transmitting standardized messages to widespread audiences are called mass
media (Thompson & Heckey 1999). This includes newspapers, magazines, books, e-books, radio, social networking sites and the
Internet, television, and motion pictures. 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
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, 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 geography to a community based on
interest from citizens to citizens. 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 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. 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 but by the discourse of participants. There is more self-
censorship than professional and public censorship since participants can choose to go by any name, may portray a self-
image, and they may choose to remain anonymous.

● 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, and broadcast networks

● 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 aspects.

Learning Opportunities

Activity No. 3: Explain. Think-Pair-Share

Direction: What new learning did you develop about communication media channels? Post it in your Facebook wall
and encourage your friends, classmates to solicit feedback and take turns in sharing new insight to address all opinions.

Activity No. 4: Elaborate

Direction: Follow instruction carefully and answer the question briefly.

Go online and search further on the 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?

A. Assimilation (Time Frame: 35mins)

Reflection Activities to Strengthen Critical Thinking Skills

Activity No. 5: Test your Knowledge

1. Write the definition of mass media based on your own level of understanding and paired it with its conceptual
definition.
.

2. Describe mass media and social media. What are their similarities and differences?

Descriptors Mass Media Social Media

Similarities

Differences

3. Briefly describe what telecommunication is.

V. ASSESSMENT (Time Frame: 35mins)

(Learning Activity Sheets for Enrichment, Remediation, or Assessment to be given on Weeks 3 and 6)

Apply your Learning:

Direction: Answer the following questions.

1. How is needs assessment done in communication? What is the key to finding out what the audience needs?

_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________

2. Why is it important to conduct a needs assessment in communication?

_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________

3. How is effective communication measured?

_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________

4. Describe the process of monitoring and evaluating communication.

_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
VI. REFLECTION (Time Frame: 5mins)
● Communicate your personal assessment as indicated in the Learner’s Assessment Card.
Personal Assessment on Learner’s Level of Performance
Using the symbols below, choose one which best describes your experience in working on each given task. Draw it in the column
for Level of Performance (LP). Be guided by the descriptions below:
✰ - I was able to do/perform the task without any difficulty. The task helped me in understanding the target content/ lesson.
✔ - I was able to do/perform the task. It was quite challenging, but it still helped me in understanding the target content/lesson.
? – I was not able to do/perform the task. It was extremely difficult. I need additional enrichment activities to be able to do/p erform this
task.
Learning Task LP Learning Task LP Learning Task LP Learning Task LP
Number 1 Number 3 Number 5 Number 7
Number 2 Number 4 Number 6 Number 8
VII. REFERENCES Sampa, E. M. (2017). Discipline and Ideas in the Applied Social Sciences. First Edition, Rex Book
Store,Inc.

Prepared by: NOEL H. NATIVIDAD Checked by: TERESITA F. QUINTOS

JOMEL M. SEVILLO
IRIZ D. PINUELA