DISCIPLINE AND IDEAS IN SOCIAL SCIENCE

CLIENTELE AND
AUDIENCE OF SOCIAL
WORK
BY:
LET'S PLAY A GAME!

PAGE 02 OF 12
 LEARNING OBJECTIVES:
• describe the clientele and audience of social
work
• identify the individuals and groups of people
who receive services from various counseling
profession; and
• understand how these individuals and groups
of people vary in their needs and context
where they avail of counseling services.
 PRE-TEST
Direction: Write the letter of the correct
answers.
1. Work with different clienteles like the
individuals, groups, organizations, and
communities which also involves different
processes and methods to cater their needs.

A. Social Worker's
B. Clientele
C. Organization
D. Community
2. Those that need assistance through the
services that are offered through social work.

A. Social Worker's
B. Organization
C. Community
D. Clientele
3. Important to social work. It provides a
framework for developing and identifying
services and solutions that support and
nurture children and families.

A. Social Worker's
B. Careful Planning
C. Clientele
D. Organization
4. The following are types of Clientele except;

A. Individuals
B. Social Worker
C. Groups and Organization
D. Community
5. Involves working with individuals or
small groups

A. Social work
B. micro-work
C. macro-work
D. Clientele
WHAT IS CLIENTELE AND
AUDIENCE OF SOCIAL
WORK?
PAGE 02 OF 12
CLIENTELE and AUDIENCE
of a social worker are those
that need assistance through
the services that are offered
through social work. This
can be families,
communities, individuals, or
another group who have
faced oppression, who may
be marginalized, or who are
facing discrimination.
 WHAT ARE THE
CHARACTERISTICS OF
CLIENTELES AND AUDIENCE
OF SOCIAL WORK?
PAGE 08 OF 12
• The type of health information
that is most appropriate and
'impactful' will be influenced by
the characteristics of your
target audience, including their
gender, ethnicity, culture, age,
disability, sexuality, lifestyle,
communication needs, location,
health literacy, socio-economic
status, beliefs, preferences,
health condition, and coping
strategies.
• You will need to consider the
characteristics of your audience, such as
disability, language spoken and health
literacy, and the impact of this on how it
is most effective to communicate with
them. Knowing audience members'
attitudes about a topic will help a
speaker determine the best way to reach
their goals.
• Knowing audience members'
attitudes about a topic will help a
speaker determine the best way to
reach their goals. Imagine that a
presenter is trying to convince the
community to build a park.
• A speaker would probably be
inclined to spend the majority of the
speech giving reasons why a park
would benefit the community. Try to
do some research to find out what
the audience already knows about
the topic.
• Giving a brief review of important terms
and concepts is usually appropriate and can
sometimes be done by acknowledging the
heterogeneous audience and the importance
of 'putting everyone on the same page." For
example, even if the audience members were
familiar with basic genetics, a brief review
of key term and concepts at the beginning of
a speech refreshes memories without being
• You need to have a lot more
understanding about their social
problems, be good and patient to
have a good communication with
them.
WHO ARE THE PEOPLE YOU
THINK ARE THE POSSIBLE
CLIENTS OF SOCIAL
WORKERS?
PAGE 08 OF 12
 EXAMPLES OF CLIENTS:
• CHILDREN (ABONDONED,
NEGLECTED, ORPHANED ABUSED, OR
EXPLOITED)
• CHILDREN ( CONFLICT WITH THE LAW,
STREET CHILDREN, AFFECTED BY HIV)
• OUT-OF-SCHOOL-YOUTH
• SURVIVOR
 EXAMPLES OF CLIENTS:
• SOCIALLY DISADVANTAGE WOMEN
• SOLO PARENTS
• PERSON WITH DISABILITIES
• ELDERLY
• INDIGENOUS PEOPLE
• INTERNALLY DISPLACES PERSON
WHY DO YOU THINK CLIENTS
ASK FOR THE HELP OF SOCIAL
WORKERS?

PAGE 08 OF 12
WHAT KIND OF HELP DOES
THE SOCIAL WORKERS GIVE
TO THEM?

PAGE 08 OF 12
WHAT DO YOU THINK ARE
THE DIFFERENT TYPES OF
CLIENTELE?

PAGE 08 OF 12
TYPES OF CLIENTELE:
• INDIVIDUALS

• GROUPS AND ORGANIZATION

•COMMUNITY
PAGE 02 OF 12
THE INDIVIDUAL AS CLIENT OF SOCIAL WORK

• Social workers
work with
individuals who
have transactional
relationships with
people and their
social environments.
THE INDIVIDUAL AS CLIENT OF SOCIAL WORK
• They must learn social work practice
methods to restore, maintain and promote
social functioning as it relates to
individuals, families, and small groups.

• Integrate on multiculturalism, diversity,

and social justice issues.
THE INDIVIDUAL AS CLIENT OF SOCIAL WORK
• You will examine social work values and
ethics as well as issues of race, ethnicity,
gender, sexual orientation, socio-economic
status, age, religion, and ability as these
relate to social work practice.
• You will learn the importance of
developing relationships and learn how to
apply skills and put into practice.
 WHY DO YOU THINK AN
INDIVIDUAL TALKED TO A
SOCIAL WORKER?

PAGE 02 OF 12
THE GROUP AND ORGANIZATION AS CLIENT
OF SOCIAL WORK
• Social workers work
with a variety of
groups in all settings
in which social work is
practice. It means
that inside of a group
of people it needs of commonly identity or
similarly with each other.
THE GROUP AND ORGANIZATION AS CLIENT
OF SOCIAL WORK

• It is like a small group that

working with service, like group of
organization or places of
employment, or pupils and students
in school setup.
THE GROUP AND ORGANIZATION AS CLIENT
OF SOCIAL WORK
• Social work applies social sciences, such
as sociology, psychology , political science,
public health, community development, law
and economics, to engage with client
systems, conduct assessment, and develop
interventions to solve social and personal
problems; and create social change.
THE GROUP AND ORGANIZATION AS CLIENT
OF SOCIAL WORK
• Social work practice is often divided
into micro-work, which involves
working with individuals or small
groups; which involves working
communities and within social policy,
to create change on a larger scale.
 WHY DO YOU THINK A GROUPS
AND ORGANIZATION TALKED TO
A SOCIAL WORKER?

PAGE 02 OF 12
THE COMMUNITY AS CLIENT OF SOCIAL WORK

• This is a group of
individuals or
families that share
certain values,
services,
institutions, interests, or geographical
proximity.
THE COMMUNITY AS CLIENT OF SOCIAL WORK

• A functional special unit that means

people's substance needs, helps form
collective identities, and patterned social
interaction.
• Social work may focus on community
transformation to cause environmental
change to make it possible and to achieve
social well-being or social justice.
DO YOU THINK A COMMUNITY
NEEDS A COUNSELOR? AND
WHY?

PAGE 02 OF 12
 CONDUCTING NEEDS ASSESSMENT FOR
INDIVIDUALS, GROUPS, ORGANIZATION AND
COMMUNITIES

• Careful
planning is
important to
social work .
 CONDUCTING NEEDS ASSESSMENT FOR
INDIVIDUALS, GROUPS, ORGANIZATION AND
COMMUNITIES

• Community needs assessment to

identify the strength and resources
available in the community to meet
the needs of the children and families.
 CONDUCTING NEEDS ASSESSMENT FOR
INDIVIDUALS, GROUPS, ORGANIZATION AND
COMMUNITIES

- it provides a framework for

developing and identifying services
and solutions that support and
nurture children and families.
QUIZ
 Identify True or False, Write T if the statement is True and
write F if it is False.

1. CLIENTELE and AUDIENCE of a social worker are those that need

assistance through the services that are offered through social work.
2. Giving a brief review of important terms, is an example of characteristics of
Clienteles and audience.
3.Social Worker is a types of Clientele.
4.Clientele need assistance through the services that are offered through social
work.
5. Social Worker provides a framework for developing and identifying services
and solutions that support and nurture children
6-10. Give at least 5 possible client
of social work
ASSIGNMENT;
Make a reflection about the three
types of clients; Individuals,
Groups and organizations and
communities. Write 3-5
sentences about it and write it on
onehalf crosswise PAGE 02 OF 12
thankyou!!
Discipline and Ideas in
Social Sciences
Ebreo Irish Dafny
The Discipline of
Communication
Pre-Test
Choose the letter of the correct answer.

1.The following are the goals of communication

EXCEPT
A. To change behavior
B. To get action
C. To ensure misunderstanding
D. To persuade
2. The following are the scopes of communication
EXCEPT
A. Communication not for personal life
B. Communication in social life
C. Communication in business
D. Communication in management
3. It is also known as the encoder decides on
the message to be sent, the best/most
effective way that it can be sent.
A. Sender
B. Receiver
C. Medium
D. Channel
4. Responsible for extracting/decoding
meaning from the message.
A. Feedback
B. Noise
C. Receiver
D. Encoder
5. A principle of communication in which the
message must be based on facts and a complex
message needs additional information and/ or
explanation.
A. Conciseness
B. Completeness
C. Courtesy
D. Clarity
6. Fuzzy language is absolutely forbidden
A. Clarity
B. Consideration
C. Concreteness
D. Conciseness
7. It is called as psychic level of
communication.
A. Physical
B. Energetic
C. Emotional
D. Extreme
8. The sound of our voice, including the tone,
range, volume, and speed affects how our
messages are received and interpreted by others.
A. Verbal
B. Physical
C. Auditory
D. Emotional
9. What do you call the process of sending and
receiving messages through verbal and/or
nonverbal means?
A. Communication
B. Social Work
C. Counseling
D. Social Sciences
10. Listening, reading, speaking and writing are
all types of
A. Communication Skills
B. Communication
C. Feedback
D. Listening
Let’s Play a Game!
What is Communication?
COMMUNICATION

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.
What are the Goals of
Communication ?
Goals of Communication

Communication goal is also referred

to as communication objective.
Communication goals can include
motivating, educating, raising
awareness amongst, and influencing
decision making in target goals.
Communication Goals

To change behavior

To get action
 To ensure understanding
 To persuade
To get and give information
What are the Scopes of
communication?
Scopes of Communication

Communication in personal life

Communication in social life
Communication in business
Communication in
management
Arrange the Jumbled letters

THE 7 C’s OF COMMUNICATION

The message must be
complete and geared to
the receiver’s perception CMOPTELENSSE
of the world.
COMPLETENESS
The message must be complete and geared
to the receiver’s perception of the world. The
message must be based on facts and a
complex message needs additional
information and/ or explanation. A good
subdivision of subjects will clarify the
message as a result of which there will be a
complete overview of what is said.
An aspect of
communication that
means being specific, CNOCTERENSSE
definite, and vivid rather
than vague and general.
CONCRETENESS

Concrete business communication is also

about a clear message. This is often
supported by factual material such as
research data and figures. The words used as
well as the sentence structure can be
interpreted unit-vocally. Nothing is left to the
imagination.
Use of terms that show
respect for the receiver
contribute towards
effective
CUORESYT
communication
 COURTESY

In addition to considering the feelings and points of view of

the target group, it is also important to approach the
audience in a friendly and courteous manner.
Use of terms that show respect for the receiver contribute
towards effective communication. The same goes for the
manner in which you address someone. Not everyone will be
charmed if you use a familiar form of address and use of a
formal address could come across as too distant. By using the
word ‘they’ a larger audience is immediately addressed
In written business
communication, grammatical
errors must be avoided and
stylistic lapses or a wrong use CRROCETNSES
of verbs are not sufficient either
in verbal communication.
CORRECTNESS

A correct use of language has the preference. In

written business communication, grammatical errors
must be avoided and stylistic lapses or a wrong use
of verbs are not sufficient either in verbal
communication. A correct use of language increases
trustworthiness and the receiver will feel that they are
taken seriously.
Clear or plain language is
characterized by
explicitness, short
sentences and concrete
CYRLAIT
words
CLARITY

Clear or plain language is characterized by

explicitness, short sentences and concrete words.
Fuzzy language is absolutely forbidden, as are
formal language and cliché expressions. By
avoiding parentheses and keeping to the point, the
receiver will get a clear picture of the content of the
message. Briefly-worded information emphasizes
the essence of the message.
Communicating with CNOSIEDRTAION
the target group
CONSIDERATION

Communicating with the target group

(Consideration). In order to communicate well, it is
important to relate to the target group and be
involved. By taking the audience into account, the
message can be geared towards them. Factors that
play a role in this are for example: professional
knowledge, level of education, age and interests.
A message is clear when
the storyline is consistent
and when this does not
contain any
CNOCSIENSSE
inconsistencies.
CONCISENESS

A message is clear when the storyline is consistent

and when this does not contain any inconsistencies.
When facts are mentioned, it is important that there
is consistent, supporting information. Systematically
implementing a certain statement or notation also
contributes to clear business communication. When
statements are varied, they will confuse the receiver.
Basic Elements of
Communication
Choose the word of the correct answer.
The choices will be shown at the board.

The _ _ _ _ _ _ also known as the encoder

decides on the message to be sent, the
best/most effective way that it can be
sent.
SENDER

The sender also known as the

encoder decides on the
message to be sent, the
best/most effective way that it
can be sent.
The _ _ _ _ _ _ is the immediate form
which a message takes. For
example, a message may be
communicated in the form of a
letter, in the form of an email or
face to face in the form of speech.
MEDIUM

The medium is the immediate

form which a message takes. For
example, a message may be
communicated in the form of a
letter, in the form of an email or
face to face in the form of speech .
An encoded message is conveyed by source
through a _ _ _ _ _ _ _ . There are numerous
categories: verbal, non-verbal, personal, non-
personal, etc. It could be a 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. It is responsible for the delivery of
the chosen message form. For example, post
office, internet, radio.
CHANNEL
An encoded message is conveyed by source
through a channel. There are numerous channel
categories: verbal, non-verbal, personal, non-
personal, etc. A channel could be a 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. The channel isthat which is
responsible for the delivery of the chosen message
form. For example, post office, internet, radio.
The _ _ _ _ _ _ _ _ or the decoder is
responsible for extracting/decoding
meaning from the message. It is also
responsible for providing feedback to
the sender. In other words, it is his/her
job to INTERPRET
RECEIVER

The receiver or the decoder is

responsible for extracting/decoding
meaning from the message. The
receiver is also responsible for providing
feedback to the sender. In other words,
it is his/her job to INTERPRET
This is important as it determines
whether the decoder grasped the
intended meaning and whether
communication was successful.
FEEDBACK

This is important as it determines

whether the decoder grasped the
intended meaning and whether
communication was successful.
Communication does not take place in a
vacuum. The C _ _ _ _ _ _of any
communication act is the environment
surrounding it. This includes, among other
things, place, time, event, and attitudes of
sender and receiver.
CONTEXT

Communication does not take place in a

vacuum. The context of any communication
act is the environment surrounding it. This
includes, among other things, place, time,
event, and attitudes of sender and receiver.
This is any factor that inhibits the
conveyance of a message. That is anything
that gets in the way of the message being
accurately received, interpreted, and
responded to. _ _ _ _ _ may be internal or
external.
This is any factor that inhibits the
conveyance of a message. That is
anything that gets in the way of the
message being accurately received,
interpreted, and responded to. Noise
may be internal or external.
Activity : Enumerate the principles of
communication using the diagram below.
 2PICS
1WORD
FIVE LEVELS OF COMMUNICATION
__R___
VERBAL LEVEL OF
COMMUNICATION
Although this is perhaps the most apparent level of
human communication, people can spend a lifetime
trying to master it. This level includes our selection of
words based on an understanding of meaning
between the speaker and the listener.
There are multiple definitions for most words, and few
of us hold the exact same meaning for each word.
Different words evoke different images, memories, and
meaning for different people. The logic and reasoning
of a statement or argument (Aristotle’s logos)
influence the effectiveness of the receiving message.
To communicate effectively on the verbal
level, select the “right” words and usage for
the context of the conversation (including
moral, religious, ethnic and religious
differences). Be clear and concise. When
possible, formulate your thoughts to avoid
rambling. This is an art in itself.
P_ _ _ I _ _ _ L _ _ _ _
PHYSICAL LEVEL OF
COMMUNICATION
Neuro-linguistic programming (NLP)
brought the importance of visual cues in
how we communicate many people’s
attention. Visual cues like eye contact,
gestures,movements, stances, breathing,
posture, and facial expressions influence
how we feel and communicate.
When used with integrity, techniques like
“matching and mirroring” people’s posture and
gestures (and certain words too) can increase
their receptivity of your message. To communicate
effectively on the physical level, it’s helpful to
physically align with others, connecting with them
in form and movement. It also helps to be mindful
of your posture, facial expressions, and hand
gestures.
A___T__Y L___L
AUDITORY LEVEL OF
COMMUNICATION
The sound of our voice, including the tone,
range, volume, and speed affects how our
messages are received and interpreted by
others.
For example, fast talkers will find it beneficial
to slow their speech when speaking to a
thoughtful, introverted person or risk being
unheard.
Also, how we enunciate, inflect, and place
emphasis on certain words affects how others
interpret the meaning of what we say.
To communicate effectively on the auditory level,
become aware of various auditory cues, speaking
to others in a manner more akin to their own ways
(another form of “matching and mirroring”).
E__T___A_ L____
EMOTIONAL LEVEL OF
COMMUNICATION
Few people appreciate how our emotional
states affect what we communicate and how
the message is interpreted by the recipient. In
rhetoric, Aristotle’s pathos represents an appeal
to the audience’s emotions. Are you more
receptive to someone who is positive and life-
affirming or one who is negative and critical?
Enthusiastic or boring?
The speaker's emotions put the recipient in a
particular state of mind and influence how the listener
interprets what is said.
To communicate effectively on the emotional level,
become aware of your emotional state, learning to
pause and release negative emotions before
attempting to connect with others. Words delivered
with pride, anger or fear are rarely well-received.
E___G___C L____
ENERGETIC LEVEL OF
COMMUNICATION
Also called the psychic level, this level of
communication encompasses a vast range of
unseen factors including a person’s level of
consciousness, the frequency or harmonics of the
message, and other subtle energies.
Some people seem to have an “X-factor-a unique
presence-that naturally imparts their messages to
others with greater receptivity and understanding.
To communicate more effectively, hold the
highest intention for the other person’s wellbeing.
This requires a unique level of mindfulness
generally cultivated through compassion
practices. When we are centered in a state of
mastery, we’re more likely to access this psychic
dimension that holds great treasures of insights into
others, helping us communicate with greater ease.
BRINGING ALL THE LEVELS OF
COMMUNICATION TOGETHER
The verbal level is the content, it’s what we say. The physical,
auditory emotional, and energetic levels represent how we
convey a message. These levels of communication are
interdependent, as each level affects the other.
For example, our emotional state affects our body language and
our overall field influences our emotional state.
Simply becoming aware of these various levels can be beneficial.
When we see the complexities inherent in human communication,
we can be made more patient in our speech and more
compassionate towards others and ourselves.
QUIZ
1.) The following are the goals of communication
EXCEPT
A. To change behavior
B. To get action
C. To ensure misunderstanding
D. To persuade
2.) It is also known as the encoder decides on
the message to be sent, the best/most
effective way that it can be sent.
A. Sender
B. Receiver
C. Medium
D. Channel
3.) A principle of communication in which the
message must be based on facts and a complex
message needs additional information and/ or
explanation.
A. Conciseness
B. Completeness
C. Courtesy
D. Clarity
4.) It is called as psychic level of
communication.
A. Physical
B. Energetic
C. Emotional
D. Extreme
5.) What do you call the process of sending and
receiving messages through verbal and/or
nonverbal means?
A. Communication
B. Social Work
C. Counseling
D. Social Sciences
6-10 Enumerate the five
levels of communication
THANKYOU!
 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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i
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
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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
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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.

ii
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.

12

NEGOR_Q3_DIASS/HUMSS11_MODULE8_V2
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/.

15

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