DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCE

Quarter 2 – Lecture Note 1

The Discipline of Social Work

What I Need to Know

At the end of this module, the learners will be able to:

1. Identify the goals and scope of social work (HUMSS_DIASS 12-Ie-16)

2. Demonstrate comprehension of the principles of social work (HUMSS_DIASS 12-Ie-17)
3. Discuss the core values of social work (HUMSS_DIASS 12-Ie-18)

Lesson: The Discipline of Social Work

I. DEFINITIONS OF SOCIAL WORK

 The National Association of Social Workers (NASW, n.d.), defined social work as the
professional activity of helping individuals, groups or communities enhance or restore
their capacity of their personal interaction with their environment and creating
societal conditions beneficial to the mission.
 The United Nations of Economic Social and Cultural Organization (UNESCO, 2000),
considers social work as a field within human services and a part of services of the
government.
 The International Federation of Social Works (IFSW, 2006), defines social work as a
practice-based and academic discipline that promotes change and social
development. (Retrieved from http://www.sacssp.co.za/)
 Australian Association of Social Workers (AASW), as cited in Cox & Pawar, 2006)
defines social work as a practical profession designed at helping people addresses
their problems and matching them with the resources they need to lead healthy and
productive lives.
 The International Association of Schools of Social Work (IASSW), states that social
work profession promotes social change, problem solving in human relationships,
and the empowerment and liberation of people to enhance well-being. (IFSW &
IASSW, 2004 as cited in Co & Pawar, 2006).

II. GOALS OF SOCIAL WORK

The primary mission of social work profession is to develop human beings and
assist other institutions in attaining the basic human needs of people and in empowering the lost,
the least, and the last. These goals are outlined and described below:

1. The Goal on Caring

Caring refers to the heart of social work and it centers on the well-being or the welfare and comfort of
the individual and community.

2. The Goal on Curing

Curing refers to the aspect of treating people with problems in their social environment (EXAMPLE.
Counselling and therapy)

3. The Goal on Changing

Changing refers to the active participation of the social workers in social reforms (EXAMPLE:
promoting social change and justice).
 III. SCOPE OF SOCIAL WORK
To supplement your understanding in the value of social work, it is important to
study the scope of social work. The scope of social work includes:
1. Child development Social Work
2. Medical Social Work
3. Clinical Social Work
4. Social work administration and management
5. International Social work
6. Social work as community organizer
7. Women welfare
8. Crisis intervention
9. Criminal justice

Morales and Sheafor (1998, 8th edition) identified and described the fields included in the area of
social work, which are as follows:
1. Social Work as a Primary Discipline
In terms of child welfare, social work offers:
a. The adoption and services to unmarried parents – the difficult decision of unmarried
parents whether to keep the baby or place the child for adoption
b. The foster care – removes the children from their homes and placing them temporarily
in a foster care
c. The residential care – a group care home or a residential treatment center for children
d. The support in own homes – provides support services in order to keep children in
their own homes
e. The protective services – protect the child from child abuse, maltreatment, and
exploitation by one or both parents

Family services, social work offers:

a. Family counselling – utilize the three approaches to this type of counselling namely:
a.1. family case work, involves helping individual members of the family change
their behaviour to make them more effective contributors in the family:
a. 2. family group work, the process by which the family examines its relationships
and resolves their problem with the help of the social worker: and lastly,
a. 3. family therapy, focuses on transforming the structure of the family
to make it more supportive to its members

b. Family life education - an intervention to strengthen the family through educational

activities that seek to prevent family breakdown
Family planning – assisting the families plan the number, spacing, and timing of
the births of children to fit with their needs

Income maintenance, social work offers:

a. Public assistance – refers to the provision of the financial aid to the poor. Services
include cash grants, food stamps, general assistance such as hospital and medical
care, and supplemental security income.
b. Social insurances – social provisions that are funded by employers and
employees through contributions to a specific program.
 c. The other income maintenance programs include cash in kind benefits, emergency
support funds, and other resources which can be used by the poor for food and
shelter.

2. Social Work as an Equal Partner

Aging, social work offers:
a. The support for people in their own homes program consists of helping older
people remain in their own homes by linking them with community programs that
bring health care services into their homes.
b. The support for people in long-term care facilities program refers to
nursing home care services into their homes.
Community services, social work offers:
a. Community organization
b. Community planning
c. Community development

3. Social Work as a Secondary Discipline

Industry, social workers act as:
Support to both the managers and the employees of the companies. They make
themselves available to the employees with social problems for individual, family, and
group counselling
a. Provide information to the managers as basis for management decisions that might
have an impact on the social atmosphere in the working environment

Medical and health care, social workers:

a. Attend to the social and psychological factors that are contributing to the medical
condition of the patients
b. Link patients with community resources
c. Provide necessary counselling, and link with self-help groups

Schools, the primary tasks of social workers in schools:

a. Facilitate the provision of direct educational and social services and provide direct
social case work and group work services to selected students;
b. Act as a pupil advocate, focusing on urgent needs of the selected group
of students;
c. Consult with school administrators major problems;
d. Consult with teachers about techniques for creating a climate in which children are
freed and motivated to learn by interpreting social and cultural influences in the
lives of students;
e. Organize parent and community groups to channel concerns about
students and the school to improve school and community relations.

IV. CORE VALUES OF SOCIAL WORK

The National Association of Social Workers (NASW, n.d) stated that the mission of the social work
profession is rooted in a set of core values. These core values include: service, social justice, dignity
and worth of the person, importance of human relationships, integrity, and competence.
 Service Social Justice
Importance of human relationships

CORE VALUES
OF SOCIAL
WORK

Integrity Competence
Dignity and Worth of the people

ACTIVITY: PICTURE REFLECT

Relief goods distributed to the victims of Typhoon Ulysses

Grade 12 – HUMSS Students of MONHS in their Community Immersion doing charity and giving service to the community by
helping the residents in cleaning –up the coastal areas in Barangay Punta Blanca.

What can you say about the picture above?

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Why is it considered as social work?

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 DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCE
Quarter 2 – Lecture Note 2
Professionals and Practitioners in Social Work

What I Need to Know

At the end of this module, the learners will be able to:

1. Show an understanding of the roles and functions of social workers (HUMSS_DIASS12-If-19)

2. Identify specific work areas in which social workers work (HUMSS_DIASS12-If-20)
3. Identify career opportunities for social workers (HUMSS_DIASS12-If-21)
4. Value rights, responsibilities and accountabilities (HUMSS_DIASS12-If-22)
5.Distinguish between ethical and unethical behaviors among practitioners (HUMSS_DIASS12-If-
23)

Lesson : Professionals and Practitioners in Social Work

ROLES AND FUNCTIONS OF A SOCIAL WORKER

There are several duties that a social worker typically perform to the people and the
community they serve. Accordingly these are the roles and functions of a social work:

Broker
The social worker is involved in the process of making referrals to link a family or person to
needed resources. Social work professionals do not simply provide information. They also follow
up to be sure the needed resources are attained. This requires knowing resources, eligibility
requirements, fees and the location of services.

Advocate
In this role, social workers fight for the rights of others and work to obtain
needed resources by convincing others of the legitimate needs and rights of members of
society. Social workers are particularly concerned for those who are vulnerable or are unable
to speak up for themselves. Advocacy can occur on the local, county, state or national level.
Some social workers are involved in international human rights and advocacy for those in
need.

Case Manager
Case managers are involved in locating services and assisting their clients to
access those services. Case management is especially important for complex situations and
for those who are homeless or elderly, have chronic physical or mental health issues, are
disabled, victims of domestic or other violent crimes, or are vulnerable children.

Educator
Social Workers are often involved in teaching people about resources and how
to develop particular skills such as budgeting, the caring discipline of children, effective
communication, the meaning of a medical diagnosis, and the prevention of violence.
 Facilitator
In this role, social workers are involved in gathering groups of people together
for a variety of purposes including community development, self-advocacy, political
organization, and policy change. Social workers are involved as group therapists and task
group leaders.

Organizer
Social Workers are involved in many levels of community organization and
action including economic development, union organization, and research and policy
specialists.

Manager
Social Workers, because of their expertise in a wide variety of applications,
are well suited to work as managers and supervisors in almost any setting. As managers,
they are better able to influence policy change and/or development, and to advocate, on a
larger scale, for all underprivileged people.

PEOPLE THEY SERVE

Most social workers spend their days working with people. The type of work social
workers do varies based on the groups of people they serve. Common groups of people that
social workers serve include:

 Children
 Older adults
 People with disabilities
 Patients with chronic, acute or terminal diagnoses
 People coping with grief or loss
 People with mental illnesses
 People struggling with addiction

WHERE THEY WORK

Most social workers work in an office setting, though many spend a large portion of
their time visiting clients in their homes, schools, and in the community. Social workers most
often work in the following settings:

 Hospitals, medical clinics, and nursing homes

 Community mental health agencies and substance misuse clinics
 State and local governments including child welfare agencies and departments
of health and human services
 Schools and other youth-serving organizations
 Military bases and veterans affairs clinics
 Correctional facilities
 Private practices
CAREER OPPORNUTIES FOR SOCIAL WORK
There is a variety of jobs available for graduates in social work.

Health Board social workers

You could work in one of eight regionally based Health Boards as a ‘Community Care’
social worker for concerns such as psychiatric illness, financial and environmental difficulties,
alcohol and drug-related problems, interpersonal difficulties and child abuse. All cases dealt
with by Health Board social workers include a child/family dimension.

Medical social workers

You could be employed as a medical social worker by voluntary and health- board-run
hospitals. You will offer direct help where medical conditions are complicated by social and
emotional factors. Psychiatric social workers work with patients in psychiatric hospitals and
without-patients as well as in a preventative role.

Working for Local Authorities

You could also work for local authorities as a housing welfare officer (social worker),
offering social services to tenants, prospective tenants and/or travellers. This involves liaising
with housing and government departments.

Working for the Department of Justice

As a probation and welfare officer in the Department of Justice, you may work with the
Adoption Board, the courts, or prisons and places of detention. This involves making
recommendations to the appropriate authorities.

Working for Voluntary Agencies

Voluntary agencies catering for specific interest groups also employ social workers.
These include charities, special schools (run by religious groups or parents) and treatment
centres.

Working in Industry
Social workers in industry (‘welfare workers’) are concerned with employees and
pensioners of an organization, e.g. the Army. The work can range from family problems to
work with pensioners and the elderly.
RIGHTS AND RESPONSIBILITIES, ACCOUNTABILITIES
AND CODE OF ETHICS OF SOCIAL WORK

The rights of social work are partially outlined. Social work foremost rights
include the right to fulfill its professional mandates and to live by its values. Its responsibilities
cover those that pertain to the dispensation of its basic functions, roles, professional
standards, and adhesive to its local and international codes of ethics. Social work is
accountable to the clients, the general public, and the society.
The following are responsibilities of social workers as to their field of
specialization:

1. To help children
2. Assist those life- threatening problems
3. Aid people in overcoming addictions
4. To protect and uphold respect for the inherent worth and dignity of all people as
expressed in the United Nations Universal Declaration of Human Rights (1948)
5. Promoting social justice to the people generally and to the people with whom they
work
6. To apply the professional values and principles set out above to their practice
7. They should act with integrity and treat people with compassion, empathy, and care
Accountability of social worker is to the clients, colleagues, employers, professional
associations, and to the law. Social workers are accountable for their actions to the values
and principles of the profession, which require them to act in a reliable, honest, and
trustworthy manner. They are answerable to their clients, professional bodies like registered
social workers (RSW), certified social workers (CSW), licensed social worker (LSW), licensed
clinical social workers (LCSW), and licensed independent social workers (LISW)
organization, and the laws promulgated and enforced by appropriate government agencies.

CODE OF ETHICS OF SOCIAL WORK

The code of ethics specifies the standards of ethics, conduct, and performance
expected of registered social workers. It is a duty of a social worker to always protect the
health and well-being of people who avail of the services.
A sample of ethical principles and ethical standards here are adapted from the Code
of Ethics of the National Association of Social Workers. These principles and standards set
forth ideals to which all social workers should aspire.
1. Value: SERVICE
Ethical Principle: Social workers’ primary goal is to help people in need and to address
social problems.
2. Value: SOCIAL JUSTICE
Ethical Principle: Social workers challenge social injustice.
3. Value: DIGNITY and WORTH of the PERSON
Ethical Principle: Social workers respect the inherent dignity and worth of the person.
4. Value: IMPORTANCE of HUMAN RELATIONSHIPS
Ethical Principle: Social workers recognize the central importance of human
relationships.
 5. Value: INTEGRITY
Ethical Principle: Social workers behave in a trustworthy manner.
6. Value: COMPETENCE
Ethical Principle: Social workers practice within their areas of competence and
develop and enhance their professional expertise.

Social workers continually strive to increase their professional knowledge and skills
and apply them in practice. Social workers should aspire to contribute to the knowledge base
of the profession.

ACTIVITY 1:

In the candy wrapper, write as many as you can the positive qualities that a social
worker must have. Then answer the follow up questions below.

Questions:
1. What is the purpose of listing values as part of the Code of Ethics of Social Work?
2. With the standards and values laid on the Code of Ethics of Social Work, how are
you going to live with those standards?
3. Cite one positive quality that you think best fit to a social worker? Explain.

ACTIVITY 2: CATEGORIZE ME!

Directions: Copy the table in your answer booklet and categorize the words or phrases
below as to RIGHTS, RESPONSIBILITIES and ACCOUNTABILITIES of a social worker.
RIGHTS RESPONSIBILITIES ACCOUNTABILITIES

OPTIONS:

a. to fulfilling professional mandates

b. to live by its values
c. to the employers
d. to the clients
e. to help children
f. assist those life- threatening problems
g. aid people in overcoming addictions
h. to the society
i. to protect and uphold respect for the inherent worth and dignity of people.
j. to the law
k. to the professional associations
l. to promote social justice
 DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCE
Quarter 2 – Lecture Note 3
The Clientele and the Audiences of Social Work

What I Need to Know

At the end of this module, the learners will be able to:

1. Describe the clientele and audience of social work (HUMSS_DIASS 12-Ig-24)

2. Distinguish the needs of individuals, groups, organizations and communities
(HUMSS_DIASS 12-Ig-25)

Lesson : The Clientele and the Audiences of Social Work

Here are some of the different views and opinions on the way how social workers work
and handle situations related to their field of specialization.

1. Social workers must be involved not only with the people but also with the societal factors
that contributed to the problem. –National Association of Social Workers, United States.

2. Social work as a field within human services and a part of services of the government. It
considers social work as an important service to the society focusing on the individuals
and families in need.” - United Nations Economic, Social and Cultural Organization, 2000

3. Social work as a practice based and academic discipline that promotes change and social
development. - International Federation of Social Workers

4. Social work as a practical profession designed at helping people address their problems
and matching them with the resources they need to lead healthy and productive lives. -
Australian Association of Social Workers

5. Social work profession promotes social change, problem solving in human relationships,
empowerment and liberation of people to enhance wellbeing. ” - IASSW and IFSW, 2004

CHARACTERISTICS OF CLIENTELE AND AUDIENCES OF SOCIAL WORK

All people with various social concerns (in terms of being marginalized or experiencing
social injustice or having their rights violated or disrespected) share characteristic qualities of
the clientele audience of social work.

1. Individuals
2. Families
3. Groups
4. Communities
The Individual as Client of Social Work
The individual level is generally work on an individual who has to be assisted to fit in a larger
environment or someone who has been deprived space by the larger environment calling for
change or simply improving one’s ability to cope with it.

The Group and Organization as Client of Social Work

Groups are people existing with similar or common identity. Gay men and lesbians,
migrants, women, abused or neglected children, elderly, pensioners, veterans, military
service men and women, people in conflict with the law, unemployed, people with substance
abuse and addiction represent groups such as members of an organization or place of
employment, or pupils and students in school setup. We classify them as groups because
they form collectivities in terms of level of services they have to receive.

The Community as Client of Social Work

Community has the largest share in the clientele and audience of social work because
individuals and families are essentially members of the community. A community may exist
as a marginalized sector, and in which case, the social work services may gear toward their
emancipation and empowerment. In some cases, they may constitute the majority imposing
general norms that seek to marginalized minorities and those different from them. In this
case, social work may focus on community transformations to cause environmental change
so as to make it possible for individuals and groups on the minority to achieve social well-
being or social justice and respect for their rights.

NEEDS OF VARIOUS TYPES OF CLIENTELE AND AUDIENCES OF SOCIAL WORK

The needs of clientele and audiences:
1. To be empowered
2. To be socially included by the way of insuring that one receives what is legally due
him/her
3. The one who receive the necessary care he/she needs
4. The right to be respected
5. Justice
6. Social welfare

SOCIAL WORKER JOB DESCRIPTION

While the tasks associated with each job vary within the field of social work, some
common social work tasks are listed below.
1. Identify people who need help, such as vulnerable children and older adults,
those struggling with mental illness or addiction, and families living in poverty.
2. Assess clients’ needs, strengths, and goals, and develop a plan to support
individuals and families as they work toward their goals.
3. Counsel people to manage challenges in their lives such as illness, loss,
unemployment, and family problems, providing connections with community
resources addressing such challenges.
 4. Assist individuals and families in meeting basic needs by connecting them to
food assistance resources, child care, and healthcare.
5. Help clients navigate government assistance and benefits programs such as
Medicaid, Social Security Disability Insurance, and food assistance programs.
6. Respond to crisis situations such as mental health crises and spousal or child
abuse reports.
7. Advocate for access to resources needed to improve people’s lives.

ACTIVITY 1: ESSAY
Direction: Write an essay with a minimum of 300words focusing on the question, “Is it right to help
every person asking for financial assistance? Why?”

ACTIVITY 2: DORA THE EXPLORER

Directions: In your locality, identify the needs and characteristics of the following clientele of
social work. Answer the guide questions below.

CLIENTELE CHARACTERISTICS NEEDS

1. Abandoned babies
2. Homeless elderly
3. Substance dependent
4. Sexually abused
5. Battered women
6. Person with disability

Guide Questions:
1. Do you need to be a social worker to help someone in need? Why?
2. What are you going to do if you see a mentally deranged woman roaming around the
street?
 DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCE
Quarter 2 – Lecture Note 4
The Settings, Processes,Methods, and Tools of Social Work

What I Need to Know

At the end of this module, the learners will be able to:

1. Identify the settings in which social workers are found (HUMMS_IASS 12-Ig-26)

Lesson : The Clientele and the Audiences of Social Work

DIFFERENT SETTINGS OF SOCIAL WORK

1. Government Setting
The government setting offers the widest space for a variety of social work services.
Social workers may work on-site at a government agency; at a non- governmental agency
whose client base is generated from their relationship with a government agency; or in a
contracting relationship as independent consultants.

The range of government settings in which social workers practice include:

 Agencies serving children and families, such as foster care agencies;
 Health care settings, including community-based clinics and hospitals;
 Schools;
 Local correctional facilities;
 Settings that serve older adults, such as nursing homes; and
 Agencies serving military veterans and active duty military personnel.

Government agencies social workers perform a variety of professional tasks and

functions for the government agencies, ranging from clinical practice to program
management/administration.
Functions vary from agency to agency but essentially include:
 Case management
 Individual and group therapy
 Psychosocial assessments
 Treatment and discharge planning
 Substance use counseling and treatment
 Administration

Additionally, social workers play a significant role in formulating policies, and

developing program standards and guidance for federal programs. Social workers who
practice in a government agency are usually integrated into a broader continuum of services
along with other disciplines such as physicians, nurses, and substance abuse counselors.

In the Philippines, there are many other areas in which professional social workers play
a vital role such as in the implementation and monitoring of social welfare and social
development projects under the DSWD or those devolved to the local government (LGUs)
such as the National Household Targeting System for Poverty Reduction (NHTS-PR),
Pantawid Pamilyang Pilipino Program (4 Ps) and Kapit Bisig Laban sa Kahirapan-
Comprehensive and Integrated Delivery of Social Services (KALAHI-CIDSS). Particularly,
professional social workers provide research-based evidence regarding effectiveness of
certain initiatives and socio-economic measures that are designed to alleviate, reduce, or
eradicate poverty in the country.

2. Private Sectors Setting

In the private sector, particularly corporate setting, occupational social work is
practiced. The type of social work typically has five structures within which it generates
interventions:
 Employee assistance program
 Labor union services
 Human resource management offices
 Community relations offices
 Organizational development initiatives

3. Civil Society Setting

The civil society sector sees itself as champion of the people with regard to ensuring
accountability in government services; hence, social workers in civil society tend to work
advocacies of human rights and social justice. Their work ensures the delivery to concerned
sectors and universal basic needs that may range from physical needs, intellectual
development, emotional development, social growth, and spiritual growth.
Therefore, the social work practice promotes civil society in building strong social
capital through the following measures:
 Mobilizing Community
 Advocacy and Public Communication
 Conflict Transformation
 Promotion of Social Cohesion and Solidarity
 Enabling Environment

4. School Setting
The school is a social service and within it lies, similar situation that arise
elsewhere:
 Violation of human rights
 Injustice
 Violence
  Sexual harassment
 Discrimination
Here, the social workers can facilitate school entry into community, understanding the
community, engagement with community, selecting and implementing correctly social
development intervention, and exit strategically.

Below is a list of possible job functions within a school setting.

 Conducting bio-psychosocial assessments and social histories
 Assessing students for substance use, support systems, physical and emotional
functioning, barriers to academic performance, peer issues, suicidal/homicidal ideation,
and similar issues
 developing and implementing treatment plans and discharge plans that support student
self-determination
 providing direct therapeutic services such as individual, family or group therapy
regarding specific issues
 providing crisis management services, including assessing for safety
 advocating for student services and students’ best interests
 providing case management services including, but not limited to, referrals to
community resources, collaboration with other professionals
 Providing trainings and workshops to teachers, school staff and parents;
 conducting home visits
 Identifying and resolving ethical issues
 managing and supervising staff
 contributing to a multidisciplinary treatment team.

5. Community Setting

A community consists and represents all kinds of social work services. It is the focus of
social work challenges. It is in the community where human rights of individuals and
groups are denied or violated; it is in the community where injustices are made and
committed; it is in the community where marginalization for individual and groups
occur. (Segal, Gerdes, & Steiner 2005).
ACTIVITY : PICTURE IT OUT
Directions: Below are the photos of different settings of social work. Give your insights
in each photo in at least 3-5 sentences. Then cluster the following photos according to the five
settings where social workers are found. These are as follows:

a. Government c. Civil e. Community

b. Private sectors society
d. School

1. Hospital 5. Slum Area

2. Home for the Aged 6. DSWD

3. Correctional 7. Rehabilitation Center

4. Public School 8. Home for the Girls

 DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCE
Quarter 2 – Lecture Note 5
The Discipline of Communication

What I Need to Know

At the end of this module, the learners will be able to:

1.Identify the goals and scope of communication (HUMSS_DIASS12-Ih-28)

2.Demonstrate comprehension of the principles of communication (HUMSS_DIASS12-Ih-29)
3.Discuss the core values of communication (HUMSS_DIASS12-Ih-30)
4.Describe the elements and levels of the communication processes (HUMSS_DIASS12-Ih-31)

Lesson : The Discipline of Communication

Communication is a manner of passing information between people or group for common

understanding and confidence. It includes the move of information from the sender to the
receiver. The receiver must understand the meaning and message of information. It can also be
taken as the way of sharing ideas, thoughts, opinions and views from one person to another
person.

Example: A manager should relay information clearly to his subordinates to

implement plans and policies. Hence, communication is one of the important jobs of
management.

GOALS OF COMMUNICATION
“The goal of communication is to send information—and the understanding of that
information—from one person or group to another person or group. This communication
process is divided into several basic parts: A sender pass a message through a channel to the
receiver.”

Communication is a complicated process that involves a sender and a receiver. The

purpose of communication is to send messages to inform, direct or educate. Effective
communication produces desired businesses, productive relationships and satisfaction between
people.”
 BERLO’S SMCR COMMUNICATION MODEL (1960)

Photo Credit: http://communicationtheory.org/berlos-smcr-model-of-communication

BASIC ELEMENTS OF COMMUNICATION PROCESS

1. Source
The source is the person or thing (living or non-living thing) making serious attempt to share
information. It is the origin of information (in Information Theory, the source produce data that
one would like to communicate) and an ability to pass this information, through a channel, to a
receiver.

2. Message
Communication theorists look closely to messages as the study of signs and symbols, and how
meaning is created through them; note: it is not the study of meaning, just how meaning is
created). For example, a commencement speaker produces meaning through several reason for
judgement. First, there is the object (maybe through being a local celebrity or was a famous
student of particular school). The second criterion would be his or her image, acting as a symbol
or representation of the meaning of the object (a well-dressed, professional and successful
person). The third criterion is interpretation or marked meaning. If the object and image (and, in
this case, speech) are successful, then the audience will leave with an understanding of how to
proceed toward a life of personal achievement.

3. Encoding
Encoding is the process of collecting the message (information, ideas and thoughts) into a
chosen design with the objective of making sure that the receiver can understand it.
Communication only begin when it results in both the source and the receiver understanding the
same information. People who are great communicators are great encoder; they know how to
present their message in a way that their audience (receivers) can easily understand. They are
also able to identify information that is beyond what is needed, not important or even accidentally
causing someone to feel hurt, and eliminate it in advance through an act of preparing something.

4. Channel
An encoded message is delivered by the source through a channel. There are numerous channel
in similar ways: verbal, non-verbal, personal, non-personal, etc. A channel could be the paper on
which words are written, or the Internet acting in the client-server model that is allowing you to
read these words right now.
A good communicator is one who understands which means of communication to use under
different situations. Unfortunately, there is no perfect channel. All channels or means of
communication have strengths and weaknesses (for example, smartphones are great tool for
communication, but a marriage proposal is best done in person).

5. Decoding
This is where listening, and reading directions carefully, makes its claim to be recognized—
decode with care, my friends. As we discussed in encoding, communication is only
successful when it results in both the source and the receiver understands the same information.
For this to happen, there can be no errors in processing. For example, a first-grader sitting in on
a lecture on different equations, i.e. decoding is impossible if the decoder cannot even
understand the message.

6. Receiver
At the end, the message is delivered to the receiver. A good communicator takes the receiver and
to be around the edge of reference into consideration; how they will received and reacts based on
common ground is shared, its their sense of humor, and moral conduct, etc. All of these things
will affect how the receiver understand the messages.

7. Feedback
A better word will be “reaction” or “responses.” The source judges its success based on the
feedback it receives, so pay close attention. If Google’s servers hit something hard tomorrow,
there would be a lot of unable to understand sources. The same would be true if you have
delivered a perfect marriage proposal, only to receive a look of confusion and horror. And then
there are famous marketing bad experience, such as Aqua Teen Hunter Force’s LED signs that
were mistakenly known as explosive devices. Feedback is the moment of taking actions. Whether
things go right or wrong, it serves as one of the most important learning opportunities we have.
 8. Context
Context is simply the condition in which your message is presented. It is the atmosphere, climate
that exists when people communicate with each other. Not necessary to say, context can easily
make or break the effectiveness of communication.

LEVELS OF COMMUNICATION (FROM INTERPERSONAL TO MASS COMMUNICATION)

KEY INFORMATION

Intrapersonal communication is an inside communication process taking place within the

individual. This includes thought process speaking aloud or writing to oneself as when one is
writing in the form of prayer, meditation.

Interpersonal communication involves two persons or a small group such as family. The
number of participants define interpersonal communication.
 Dyadic communication - when two persons are actively participating.
 Group communication - when there are three or more persons actively
participating in face-to-face and able to present immediate response or
feedback, such as meeting or in a class session.
 Public communication - includes a large group such as a public lecture or
church ceremony. In such situations there is a source who delivers a
message in a monologue style and feedback is minimal or with limits.

Category of Interpersonal communication:

1. Direct interpersonal communication involves face-to-face communication

between or among the communication between or among the communicators.
2. Mediated interpersonal communication involves the use of technology such as
telephone or internet.
Mass Communication involves the transmission of message to large audiences using technology
of communication.

ACTIVITY 1: INTRODUCTION
Make a video introduction of yourself that shows your communication skills in the most creative way.

RUBRIC FOR GRADING

Fluency in Speaking - 40%
Clarity of Voice - 20%
Creativity - 10%
Overall Presentation - 30%
 DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCE
Quarter 2 – Lecture Note 6
PROFESSIONALS AND PRACTITIONERS OF COMMUNICATION

What I Need to Know

At the end of this module, the learners will be able to:

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

Lesson: Professionals and Practitioners of Communication

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.

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.

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.
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 AND 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.

ACTIVITY 1:
Instruction: Match the items in Column B with those in Column C. Indicate you answer in
Column A
A B
1. Journalism’s first
obligation
2. Main purpose of
journalism
3. A paid form of
communication
4. Functions of Advertising
5. One of the rights of
journalists
6. A tool of internal
communications (within
a company)
C
a. To keep citizens informed about
government and society
b. Stimulates the economy
c. Advertising
d. Right to protect the identity of
sources
e. Promotes stereotypes
f. Spin doctors
g. Trade shows
h. Crisis Management
i. Not to ridicule persons due to
race, gender, etc
 Have you experienced that you have shared an information you heard from social
media but was found later wrong or incorrect? How was the experience? What would be
your reaction to the person who told you about it? These are some questions that may help
you realize about the importance of learning this lesson and as you journey in learning,
may you get some important insights that could help you in your daily life as a learner.
Have a fruitful journey in this lesson.

To ensure that practitioners in the field of communication, such as journalists and

advertising companies through mass media as they enjoy certain rights that the constitution
guarantees them like the freedom of the press and speech, as these rights entail to access
sources of information and investigate stories that the public are interested into, they are
also expected to exercise their utmost responsibilities not to abuse or deviate from what the
law or the constitution requires them. They are provided with code of ethics/conduct as
their guide to always exercise in the delivery of their service.

Important terms

8. 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)
9. Freedom of expression and information- a right given by the constitution and defined
by the United Nations Declaration of Human Rights as stated below:
• Article 15: The right to form, hold receive and impart opinions.
• Article 16: Free and equal access to information inside and outside state borders.
• 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:
 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.

 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.
 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.

ACTIVITY 2: 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:
_
_
_
_
 DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCE
Quarter 2 – Lecture Note 7
The Settings, Processes,Methods, and Tools of Social Work

What I Need to Know

At the end of this module, the learners will be able to:

1. Describe the clientele and audience of communication; HUMSS_DIASS 12-IIa-37

2. Distinguish the needs of individuals, groups, organizations, and communities HUMSS_DIASS 12-IIa-38

Lesson : The Clientele and the Audiences of Social Work

Have you experienced attending a gathering in your barangay or in your municipality and
listen to someone who is delivering his/her message to the people but you did not understand
well the person who is talking? Things like the message was not really intended for them or for
you? Or the language used was so complicated and not suitable for the people who are listening?

The discipline of communication is also called as communicology. In the process of

communication one has to convince or persuade the people who are listening or giving attention
which we called as audience. When you watch TV shows, read newspapers or watch a film, you
become an audience. Can you recall the last time you watch a TV show and you are convinced
with what they are saying or you are already influenced by them?

Audiences are also called receivers. They are formed by two factors which are:

1. Social context- people of the same background with shared culture, understanding
information needs.
2. Response to media content- audiences from news show, variety show, soap opera
and others.
To know the audience one who is talking to, one has to assess the fundamental background
like the awareness and knowledge of the audience of the idea to be presented. For example if the
speaker knows already that the audience has already several knowledge about the topic then
he/she has to provide more explanations, facts and examples to support his/her points for the
audience to be convinced and persuaded.

Media sociologist Denis McQuail (1997) noted some ways to define who are the
audience namely:

 By place- audience in the case of a newspaper

 By people- as when media content appeals to a certain age group, gender, political
belief or income category
 By the particular type of medium or channel involved - the audience of radio may
differ from the audience of television.
 By the content of the message of a medium - talk shows and and soap operas with
many different audiences
  By times - as in daytime, primetime or weekend audiences.

1. Individuals as Audience
Every day you engage in a communication. As one one cannot escape it along the different
levels of communication whether intrapersonal, interpersonal or in mass media. We do this of
different reasons. People communicate to be informed and to inform, to gain guidance for one’s
own opinion and to have an identity or be a member within a group.

Research says that among the benefits one gets from communication are the following:
• Information and Education
• Guidance
• Advice
• Socialization and Relaxation
• Identity formation
• Security
• Build mutual relationship

2. Groups and Organizations as Audience

Organizations communicate with others for a variety of reasons. Innet and Schewchuk in
1995 said that there are communication needs of organizations. These are:
2.1 To inform. It is communicating to the audience like what you can do for them or
what advice you could give them or vice versa.
2.2 To build understanding. It is encouraging the audience to improve their lives
like stopping from smoking which appeals to their feelings and thinking.
2.3 To resolve conflicts. Empathy can prevent conflicts as misunderstanding really
exist in an organization.
2.4 To present and idea. In an organization presenting an idea is a need but one has
to know also the correct manner in presenting it.
2.5 To lower barrier between groups and individuals. Prejudices and discrimination
may exist if communication process is not done in a correct
manner thus one has to know the audience very well.

3. Community as Audience
Community is the most organic place we do communication. When you go out from your
house and interact with your friends, your neighbor or to everyone in your place you do
communication to them. But you still have to know that in the discipline of communication when
you consider the community as your audience you need to remember the following needs:

a. Right language. This must be simple and easy to understand words

b. Time. Extend more efforts to let them be understood the topic
c. Information background. If you need to persuade or convince them with your idea
you need to know their level of awareness of the topic
d. Awareness of interests. You need to know what the community likes or have
interest to
e. Education. People in the community acts as audience because of the reason that
they need to know about the topic.
ACTIVITY 1: Take time to analyze
Directions: Analyze the following communication activities in the diagram and write you answer
inside each circle which poses a question. Do this one in your notebook. A sample organizer is
provided on the next page.

Why do people listen Why do people

watch TV?
to Radio?

Communication Activities

Why do people use facebook, twitter, and others ?

ACTIVITY 2
Directions: Write the word True before the number if each statement is true and False if it
is not.

1. It is easy to feel empathy for someone with a similar world view.

2.Using the right words can help you to build strong, long-lasting client
relationship.
_________3. Positive relationships can be built by considering yourself as the speaker
superior to your audience.
_4.The more you know the audience, the easier you can make them not know
about any information about the society.
__________5. When you know the race and ethnicity of the audience, you can use these to
influence them to forget their culture and adapt a new one through communication.
__________6. One should take consideration of the feelings and attitude when
communicating.
7. The discipline of communication is also known as Communicology.
8. One must convince clientele and audiences to believe with what he or she is
saying.
_________9. The key, for one to know which manner one should use to present the
delivery is first to identify the type of clientele or audience one is talking to.
_________10. To know the audience one is talking to, one has to assess their
fundamental perception of the idea one is going to say.
 DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCE
Quarter 2 – Lecture Note 8
Settings, Processes, Methods and Tools in the discipline of Communication
Communication Media Channels

What I Need to Know

At the end of this module, the learners will be able to:

1. Identify the settings in which communicators and journalists are found HUMSS_DIASS 12-IIa-39
2. Illustrate the different processes and methods involved in undertaking communication HUMSS_DIASS
12-IIa-40
3. Distinguish the appropriate communication media channels used in different settings and situations
(HUMSS_DIASS 12-IIa-41)

Lesson : Settings, Processes, Methods and Tools in the

discipline of Communication

COMMUNICATION IN VARIOUS SETTINGS

Have you experienced to receive an information or announcement from your barangay? Or a

written communication from any business industries in your place or from a legit organization like
from charitable groups or church-related groups? Have you thought about who made the
communication? Or from whom does it come from and the reason why the communication was
made? These are some of the questions you need to consider upon learning this lesson. The
following are some of the settings in which communication takes place.

1. Communication in Government
Government communication can be defined as all activities done by the public sector institutions
that the government supervises for the purpose of presenting and explaining government plans,
decisions and actions. It is also used to promote legal processes, defending recognized values
and to foster patriotism.

It could either be in oral or written in all formal activities. As such it could also be active where it
provides all general information in an organized fashion to the public for all activities of the
government are planned, systematic and financed. On the other hand, it is passive when the
administration transmit information to any individual, group or organization who request under
certain provisions in the law access to information.

A. Types of Government Communication

1. Government-wide communication. Communication occurs in all structured

communication where its purpose is for presenting government activities like to explain
decisions, and present actions.

2. Communication relating to benefits. Communication occurs to ensure

beneficiaries are receive by the people to avail services.
 3. Involving Institutional Communication. Communication to enhance the visibility
and influence of an organization. This type of communication is to clarify the values to be
conveyed and incorporating these values in all communication activities and implementing
the appropriate procedures.

2. Communication in Civil Society

Communication done by a Non-government organizations (NGOs) is an example of this setting.
Different advocacies like Greenpeace, animal rights, environmental protection are examples of
these.

3. Communication in Private Sector

Communication in any business industries where information, persuasion and mobilization are
the primary needs of the private sector.

4. Other Settings
1.Schools - communication for instruction and socialization to inform stakeholders like
parents, faculty and students.
2.Communities are organized in varying degrees of structure and using different systems.
3.Online communication- done in social networking sites like fb, twitter, etc.

TOOLS OF COMMUNICATION
a. Print Materials - Newspapers, reports, books, posters, brochures, etc.
b. Non-print materials - Videos, TV shows, radios, presentations
c. Technologies- cellphones, telephones, tablets, computers and laptop
d. Online Tools- Social Media, electronic mails

PROCESS OF COMMUNICATION
In understanding the process of communication in any organization, patterns on where
information and messages go is critical. This is called the directionality of communication. Among
these are the following:

1. Vertical Communication- refers to sending or receiving messages between levels of

hierarchy or order whether upward or downward.
2. Horizontal Communication- refers to sending or receiving messages within the
same levels of hierarchy.
3. Downward Communication - is used to send messages from lower a higher rank to a
lower rank.
TERMS IN THE COMMUNICATION PROCESS
 Encoding is putting ideas or information into symbols.
 Decoding is transforming message back into thoughts.
 Message is the information source.
 Receiver is the one who receives the information.
 Sender is the person who share the information.
 Response is the receiver’s reaction to the message.
 Feedback is the the receiver’s reaction that is given back to the sender.
 Noise is the unplanned interference.

ACTIVITY 1: TRUE OR FALSE

Put a (/) on the space provided before the number if the statement is TRUE and (x) if it
is FALSE.

1. Government communication is used for presenting legitimate interventions and

maintain values.

2. Government-wide Communication occurs in all structured communication

where its purpose is for presenting government activities like to explain

decisions, and present actions.

3. Involving Institutional Communication clarifies the values to be conveyed and

incorporating these values in all communication activities and implementing the

appropriate procedures.

4. Communication process can be horizontal, vertical or downward.

5. Crisis communication involves all dimensions of administration with crisis

confidence with respect to organizational functioning.

6. Encoding is transforming the senders message back into thought.

7. Decoding is the process of putting information into symbolic form.

8. Private sector refers to business and industries run by individuals and companies
rather than by the government.

9. Private sector are also called as Non-Government Organizations (NGOs)

10. Message refers to any information the source hopes to say

 Lesson : Settings, Processes, Methods and Tools in the
discipline of Communication

MMUNICATION MEDIA CHANNELS

A media channel refers to the specific method used in transmitting messages or

information to an intended audience. These come in a form of the examples stated in the
activity above like television and radio (the broadcast media), newspaper (print media),
Facebook, Twitter and Instagram (social media) and this new media which is today’s
method of communicating in the digital world.

1. Mass Media is a means of communication which is intended for large audiences.

This is divided into two, Print and Broadcast.

a. Print media includes newspaper and publication which tell about news stories,
opinions, businesses and advertisements.
b. Broadcast media comes in a form of radio and television where it is more
influential and dominant to transmit news and information.

2. New Media is a term which refers to all that is related to the use of internet and the
interplay between technology, images and sound that help improve the process of
communication especially in the advent of the 21 st century.

a. Social media is a subset of new media which dominated much of the world
populace and seen most influential medium of communication especially to teenagers.
Internet is a must in this channel where it does not only cover a portion in a certain place
but it can reach anyone in the globe as long as there is internet. Examples of these are:

 Social networking sites (facebook, twitter, instagram, tumblr, etc.)

 Wikepedia
 Youtube

 Virtual games (DOTA, Mobile legends, Cross-fire, Rules of Survival, and others)
 Technologies (blogs, email, instant messaging)

3. Telecommunication refers to channel of communication where information and

messages are exchanged over long distances. Usually this channel use computer,
cellphones and telephone where information is sent or received through a communication
connection.

In the Philippines, this can be an example through large telecommunication

networks like SMART, Talk ‘N Text, PLDT, TM, Globe and Sun Cellular among others
which provide communication connection for us to call or have conversation to someone
 over long distance. We can also use the internet connection that we have as these
networks also provide us with the access to the internet using systems and devices.

ACTIVITY 2:
Directions: Write down the benefits one can get in using the following channels of
communication below. Use the table below in answering.

Communication Channels Benefits

Radio

Television

Social media

Newspaper

Telephone/Cellphone

Processing Questions:

1. How are you using these channels of communication?

2. Which of the channels given above do you usually use when you want to know about
a specific event, situations or information?
3. Do you think these channels need to be appropriately chosen in getting information?
Why?
 DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCE
Quarter 2 – Lecture Note 9
Importance of Social Sciences
The Effects of the Applied Social Sciences Processes

What I Need to Know

At the end of this module, the learners will be able to:

1. Explain each of the functions of applied social sciences (HUMSS_DIASS 12-IIb-d-42)

2. Identify situations that would require or necessitate the performance of the various functions in
local/Philippine settings (HUMSS_DIASS 12-IIb-d-43)
3. analyze the effects of applied social sciences processes on individuals, groups, and society
(HUMSS_DIASS 12-IIe-f-44)
4. evaluate the effects of certain program or projects on knowledge, attitude, and behavior of
individuals, groups, and society (HUMSS_DIASS 12-IIe-i-45)

Lesson : Importance of Social Sciences

I. FUNCTIONS OF APPLIED SOCIAL SCIENCES TO SELF-DEVELOPMENT

1. Counseling – offers guidance to individuals in various situations of conflict, confusion,
and crisis and provides the tools for the individual to address issues of self-
development.
2. Social Work – offers a wide range of services, particularly in aid of liberating the
marginalized individuals and facilitating participation in the public goods and services
that are necessary for self-development.
3. Communication – empowers the individual with listening and speaking skills in order
for them to be effective. The individual has to be sure that the message comes across
accurately by considering the message itself, the audience or receiver, and how the
message is likely to be received.

II. FUNCTIONS OF APPLIED SOCIAL SCIENCES TO PERSUASION

PERSUASION
In careers related to communication like mass media, advertising, and business,
persuasion is very essential. To persuade means:
 Being able to convince other people to change their attitudes or behavior regarding an
issue through the communication of messages in an atmosphere of free choice.
One cannot persuade a person unless he/she has a foundation on social sciences. It is
very important that those who make the messages or advertisements that want to persuade a
client or customer must be knowledgeable about the culture of the people in which the
messages is being communicated.
The heart of persuasion is the ability to understand well one’s audience and
its complexity.
Persuasion energizes itself to move audiences to desired and immediate
action.

III. FUNCTIONS OF APPLIED SOCIAL SCIENCES TO ARTS AND

ENTERTAINMENT

ART AND ENTERTAINMENT

Applied social sciences are also used in the arts and entertainment industry. Arts and
entertainment are reflections of a country’s culture and society. To be able to understand and
analyze the development and new trends in the arts and entertainment, it is important to be
familiar about the people’s social and cultural conditions.
As new forms and delivery systems for entertainment flourished, there is great
importance to understand the needs of the viewing public. It is important to cope with the
changing demands of the viewers in order to get the viewer’s attention. The applied social
sciences prove to be significant in this aspect because a strong foundation in the study of the
people’s viewing behavior and patterns are emphasized in this field.

IV. FUNCTIONS OF APPLIED SOCIAL SCIENCES TO NEWS AND

INFORMATION

NEWS AND INFORMATION

Applied social science is also important in the field of journalism. The news and current
affairs sector emphasize the need for a balanced, objective, and truthful rendering of the
political and other important events as they actually happened. Practitioners in the applied
social sciences have enough training in this regard because they have a good foundation in
history and political science. Through the application of these fields, applied social scientist
have enough skills to be able to write and report news accurately and objectively.

V. FUNCTIONS OF APPLIED SOCIAL SCIENCES TO ORGANIZING

ADVOCACY AND MOBILIZATION

ADVOCACY AND MOBILIZATION

Advocacy groups are organized to inform and educate on public issues, and influence
people on the development of policies. Advocacy groups also play important roles in the
development of political and social systems. Applies social sciences is a good background for
advocacy and mobilization because this field studies politics, governance, social and political
dynamics which are very important background for advocacy works.
The following are some of the different activities of advocacy. All these activities require
knowledge of the applied social sciences. It includes the following:
A. Community organizing and mobilization – It is about helping to mobilize
constituents and build power with their communities.
B. Information dissemination – Providing communities and people the right
information on important political, social and economic issues affecting them.
C. Research – Conducting research that reflects the needs of the communities.
D. Training – Training sessions that will teach successful strategies and skills for
personal and community development.

V. FUNCTIONS OF APPLIED SOCIAL SCIENCES TO EDUCATION

EDUCATION
The academe is one of the most relevant career tracks that applied social scientists
can pursue. The multidisciplinary approach in the study of the applied social sciences can
equip students with the skills and expertise to work in schools, colleges, and universities.
These are a significant number of subjects offered in the general education curriculum in the
secondary and tertiary levels that applied social scientists can teach. These include history,
society and culture, and politics and government.

The four pillars of education according to UNESCO

Education throughout life is based on four pillars: learning to know, learning
to do, learning to live together and learning to be.
1. Learning to know, combinines a sufficiently broad general knowledge with the
opportunity to work in depth on a small number of subjects. This also means learning to
learn so as to benefit from the opportunities education provides throughout life.
2. Learning to do, acquires not only an occupational skill but also, more broadly, the
competence to deal with many situations and work in teams. It also means learning to
do in the context of young peoples' various social and work experiences which may be
informal, as a result of the local or national context, or formal, involving courses,
alternating study and work.
3. Learning to live together, develops an understanding of other people and an
appreciation of interdependence - carrying out joint projects and learning to manage
 conflicts -in a spirit of respect for the values of pluralism, mutual understanding and
peace.
4. Learning to be, develop one's personality be able to act with ever greater
autonomy, judgement and personal responsibility. In that connection,
education must not disregard any aspect of a person's potential: memory, reasoning,
aesthetic sense, physical capacities and communication skills.

Lesson : The Effects of the Applied Social Sciences Processes

Applied social sciences offers a wide range of practitioners in their field of expertise
in different areas such as advocacy, counseling and case management to be able to work with
the clienteles of social work to improve their well-being and social functioning. They can also
fit well in all other sectors requiring the application of psychological knowledge, including the
human resource offices, market research, community services, health and social welfare.

With the applied social sciences processes, standards in social service delivery are
observed. A set of core values is considered in the delivery of human and social services.
Services are given with quality. Social justice is pursued. Every person is considered to have
dignity and worth. The importance of human relationships is a factor in social service delivery.
Integrity and competence are expected of all professionals in the practice of social service.
People in need are helped by social workers to address social problems. Social injustice is
challenged.

Social Awareness, Self-Awareness, and Self- Knowledge

Social awareness, self-awareness, and self-knowledge are very essential for quality
participation and functioning in society for they incorporate one’s appreciation of both the
inner-ecology and the social ecology.

Social awareness is important for managing own response to change and it forms an
essential part of interpersonal intelligence.

Self-awareness is an important step toward self-understanding and self- mastery and

it forms an essential part of intrapersonal and emotional intelligence. It means having the
capacity to understand your personality, behaviors, habits, and emotions. It includes being
conscious of what you are good at (strengths) as well as of what you are not good at
(weakness).

Attitude and Value Change

Tensions emanating from technological, social and economic change bring about
attitude and value change. With all changes happening especially in the climate change
context, social and cultural values that may not be in support of survival need to give way to
those that are life nurturing.
Behavioral Change

Behavior is acquired or developed slowly and once it’s part of your life, you will learn
the difficulty of behavioral change. It is hard to break old habits or adopt new ones. Making a
permanent change in behavior is never a simple process, and it requires substantial
commitment of time, effort and emotion. Behavioral change management is never easy, but
psychologists, therapists, physicians, and teachers have developed a number of ways to
effectively help people change their behaviors.

Structural Change

Structural change refers to the radical shift in the way reality is organized
and does not necessarily include the substantive change.

Concrete example of structural change:

1. Women were not allowed to practice any of the following:

A. She is not allowed to hold public office
B. She were made to look incompetent
C. She were prevented to go further in education
D. She were not allowed to have exposure to public service.

Instead, their exposure was in the kitchen and domestic context. To change this, there
are global efforts from public policy to social awareness campaign and education where
organizations and companies are required to have women representation in workplace and
public affairs.

2. Family Structure
A. Biological and marital relationship
B. Close family ties
C. Extended family
Today, the concept of family remains to be the basic unit in human relations
but does not necessarily imply living together.

3. The institution of marriage was confined to opposite sex partners but today, there is
a growing acceptance of same-sex unions and marriages across the globe.
 Some Structural Changes in the Communities:

1. Personal and family relations;

2. Gender;
3. Overseas migration of Filipino workers;
4. Domestic violence;
5. Single parenting;
6. Community life;
7. Criminality; and
8. Substance abuse

ACTIVITY 1:
Directions: Think of a concrete practice of social science in the society and
analyze the effects it has created on individuals, groups and community. Note how
knowledge, attitude, and behavior changed through social science intervention. Use the
table below to organize your notes.

Applied social science practice:

Effect on individual

Effect on groups

Effect on
community

ACTIVITY 2: ESSAY
With a minimum of 400 words, write an essay about the importance of social science.