11 SENIOR HIGH SCHOOL

Disciplines and Ideas in the

Applied Social Sciences
Quarter 3 – Module 9:
Clientele and Audiences in Communication

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NegOr_Q3_DIASS_Module9_v2
Disciplines and Ideas in Applied Social Sciences – Grade 11
Alternative Delivery Mode
Quarter 3 – Module 9: Clientele and Audiences in Communication
Second Edition, 2021

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

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 What I Need to Know

Communication can only be effective when communicators take into

consideration the characteristics of the intended clientele and audience. These types
of clienteles include individuals, groups, organizations, and communities have
different characteristics like social position, individual counseling, education level, age
range, race and ethnicity, primary language, health status, job type, and information
sources which are worth considering. For communication to be truly effective you need
to be transparent, trustworthy and understand/empathize your intended clients.

What I Know

A. Multiple Choice. Write only the letter of your choice in your notebook.

1. The status that a person enjoys in a communication context.

a. educational level b. age range c. social status d. organization

2. Each cultural generation sets its trends and has an impact on

communication.
a. Social Media b. Age Range c. Job Type d. Community

3. Communication connotes ?
a. communion b. community c. to share d. all of these.

4. It requires reading skills and health literacy and the ability to engage in
complex and unfamiliar topics. An audience with limited literacy skills may
find it difficult to communicate effectively.
a. Education Level b. Job type c. Information Sources d. Clientele

5. It hinders the ability of the person to effectively sends and receive

information.
a. Job Type b. Primary Language
c. Individuals d. Health Status

6. The availability or accessibility of information.

a. Audiences b. Information Sources
c. Social Media d. Age Range

NEGOR_Q3_DIASS/HUMSS11_MODULE9_V2
7. This uses symbols, words, pictures, facial expressions, hand signs,
graphics, body language, etc.
a. Community b. Communication
c. Individuals d. Organization

8. Commonly categorized based on region and skin color.

a. Race and Ethnicity b. Age Range
c. Job Type d. Health Status

9. Which does not belong to the group?

a. Individuals b. Group/Organizations
c. Community d. None of the above

10. This is the first thing to be considered for the message to be effective.
a. Graphics b. The medium of Communication
c. Primary Language d. Individual

11. A client of communication that tends to have communication needs that

are specific to them.
a. Group and organization b. Community
c. Individual d. Clienteles

12. This is the client of communication in which message has to be responsive

to the need and must gain access to communication instructions and
technologies.
a. Individuals b. Group and organizations
c. Community d. None of the above

13. This is important especially in communication materials that involve

graphics and photos to reflect the demographics of the audience.
a. Design b. Sound c. Infographics d. Advertisements

14. If your target audiences are younger, what is the most appropriate medium
to use?
a. Emails b. Memos c. Meetings d. Social Media

15. Which of the following is FALSE about communication?

a. Community requires to interact with other people.
b. Communication is simple.
c. Communication can be formal and informal.
d. None of the above

NEGOR_Q3_DIASS/HUMSS11_MODULE9_V2
B. Identification: Read each question carefully and identify the correct answer.
1. The transfer of information from one place, person, or group to
another.
2. It helps instill confidence to your client that their needs and concerns
will be addressed
3. The more you provide regular updates to the client and keep them in-
the-know the more client.
4. Each generation sets its own trends and has its own cultural impact.
5. Describes shared cultures like values, practices, and beliefs.
6. An audience with limited skills may find it difficult to
communicate effectively.
7. The primary means of making communication easy.
8. Paying close attention to your clients and always put yourself in their
shoes is the best way to practice empathy.
9. A person or organization using the services of other professional
person or company.
10. True or False. Honesty is the best policy to gain the client’s trust and
confidence in your service.

What’s In

The professionals and practitioners in communication are the communicators

and journalists. The core purpose of journalist is to research, document, write, and
present the news in an honest, ethical, and unbiased way. Communicators are
persons who are able to convey or exchange information, news or ideas, especially
one who is eloquent or skilled.

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 What’s New

Think of as many clientele and audiences of communication as you can. Using a

concept map, write these clientele and audiences inside the circles. Write your
answer in your notebook.

Clientele and Audiences

Illustrated by Eva Karen J. Quirante

NEGOR_Q3_DIASS/HUMSS11_MODULE9_V2
 What is It

CHARACTERISTICS OF CLIENTELE AND AUDIENCES OF COMMUNICATION

Description

It is the status that a person enjoys in a communication

Social Position context. One may be a president or leader, middle
manager, a colleague, or a subordinate in an
organization of the community.
Language is the primary means of making
communication easy. It helps express ideas and
Individual Counselling feelings of a person to another and paves the way to
make a good relationship.

Being able to communicate effectively and accurately

is important because it does not only convey
Educational Level
information but also modifies attitude and stimulates
thinking. An audience with limited literacy skills may
find it difficult to communicate effectively.
is important in the delivery and receiving of information.
The ability of the person to effectively transfer
Health Status information and accurately understand the information
given may change if there is a condition that hinders
the person to communicate. For example, disability in
hearing.
Age is very important to consider. When a group of
individuals grows up at the same time, they most likely
Age Range share many of the same experiences, common values,
beliefs, and attitudes. This is called cultural
generations. Each cultural generation sets its trends
and has its impact on communication.
The race is commonly categorized based on region
(e.g., Chinese or American) or skin color (e.g., black or
Race and Ethnicity
white), and religion. Ethnicity, on the other hand,
describes shared cultures like values, practices, and
beliefs.
An audience with no access to computers may not be
Job Type
effective in disseminating materials through internet
sites.
Information Sources The availability or accessibility of information.

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The Importance of Great Communication in Client Relationships

1. Transparency - A client wants to work with accurate and honest people. Being
transparent can create a stronger and more profitable client relationship. The
more you provide regular updates to the client and keep them in-the-know the
more client relationship is stable.

2. Trustworthiness - It is good to remain accessible to your client and have

regular contact with them. It will help them build trust and respect for you. It will
also instill confidence in your client that their needs and concerns will be
addressed as soon as possible.

3. Understanding/Empathizing - You have to make sure that you can convey

messages and information effectively. Having regular conversations with your
clients allow you to have a good understanding of their expectations and
requirements. When issues arise, it is best to resolve and restore it through
healthy verbal communication with the client. Paying close attention to your
clients and always put yourself in their shoes is the best way to practice
empathy.

CLIENTELES OF COMMUNICATION AND IT’S NEEDS

Need: good communication skills to be able to

establish good relationship.

Individuals It is important that an individual understand what

the other person is saying. It also means a
person transmitting the information can clearly
express their own needs and concerns.

Involves trust and cooperation.

Needs:
Can exchange ideas and gain more knowledge
Groups & organizations and understanding.
Can together arrive at a decision or course of
action.

Illustrated by Eva Karen J. Quirante

NEGOR_Q3_DIASS/HUMSS11_MODULE9_V2
 A group of people living and interacting with one
another in a particular environment.
Communities
Needs:
- Must gain access to communication
infrastructure and technologies.

Illustrated by Eva Karen J. Quirante

What’s More

Answer the following questions below in your notebook.

1. Who are the clienteles and audiences of communication?

2. Why is client communication important?
3. Among the characteristics mentioned above, which do you think is the best
characteristics of good communication with clients?

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

NEGOR_Q3_DIASS/HUMSS11_MODULE9_V2
 I have realized that

I will apply

What I Can Do
Look at the pictures carefully and say something about the picture. Please
write at least two (2) sentences. Write your answer in your notebook.
1.

(yupiramos n.d.)

NEGOR_Q3_DIASS/HUMSS11_MODULE9_V2
2.

(NORCAP 2016)

3.

(Grimsley 2021)

4.

(Ltd n.d.)

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5.

(Balm 2014)

Assessment

A. Multiple Choice. Write only the letter of your choice in your notebook.

1. The status that a person enjoys in a communication context.

a. educational level b. age range c. social status d. organization

2. Each cultural generation sets its trends and has an impact on

communication.
a. Social Media b. Age Range c. Job Type d. Community

3. Communication connotes ?
a. communion b. community c. to share d. all of these.

4. It requires reading skills and health literacy and the ability to engage in
complex and unfamiliar topics. An audience with limited literacy skills may
find it difficult to communicate effectively.
a. Education Level b. Job type c. Information Sources d. Clientele

5. It hinders the ability of the person to effectively sends and receive

information.
a. Job Type b. Primary Language
c. Individuals d. Health Status

6. The availability or accessibility of information.

a. Audiences b. Information Sources
c. Social Media d. Age Range

10

NEGOR_Q3_DIASS/HUMSS11_MODULE9_V2
 7. This uses symbols, words, pictures, facial expressions, hand signs,
graphics, body language, etc.
a. Community b. Communication
c. Individuals d. Organization

8. Commonly categorized based on region and skin color.

a. Race and Ethnicity b. Age Range
c. Job Type d. Health Status

9. Which does not belong to the group?

a. Individuals b. Group/Organizations
c. Community d. None of the above

10. This is the first thing to be considered for the message to be effective.
a. Graphics b. The medium of Communication
c. Primary Language d. Individual

11. A client of communication that tends to have communication needs that

are specific to them.
a. Group and organization b. Community
c. Individual d. Clienteles

12. This is the client of communication in which message has to be responsive

to the need and must gain access to communication instructions and
technologies.
a. Individuals b. Group and organizations
c. Community d. None of the above

13. This is important especially in communication materials that involve

graphics and photos to reflect the demographics of the audience.
a. Design b. Sound c. Infographics d. Advertisements

14. If your target audiences are younger, what is the most appropriate medium
to use?
a. Emails b. Memos c. Meetings d. Social Media

15. Which of the following is FALSE about communication?

a. Community requires to interact with other people.
b. Communication is simple.
c. Communication can be formal and informal.
d. None of the above

B. Identification: Read each question carefully and identify the correct answer.
1. The transfer of information from one place, person, or group to
another.
2. It helps instill confidence to your client that their needs and concerns
will be addressed
3. The more you provide regular updates to the client and keep them in-
the-know the more client.
11

NEGOR_Q3_DIASS/HUMSS11_MODULE9_V2
4. Each generation sets its own trends and has its own cultural impact.
5. Describes shared cultures like values, practices, and beliefs.

6. An audience with limited skills may find it difficult to

communicate effectively.
7. The primary means of making communication easy.
8. Paying close attention to your clients and always put yourself in their
shoes is the best way to practice empathy.
9. A person or organization using the services of other professional
person or company.
10.True or False. Honesty is the best policy to gain the client’s trust and
confidence in your service.

12

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References
WEBSITES:
https://www.scribd.com/presentation/432462176/Clientele-and-Audiences-in-
Communication
https://helveticamediuma.com/learn/audience/
https://www.scribd.com/presentation/362675225/Clienteles-of-Communication

https://www.cliffsnotes.com/study-guides/principles-of-management/communication-
and-interpersonal-skills/methods-of-communication
https://identitygroup.co.uk/the-importance-of-great-communication-in-client-
relationships/
PICTURES:
Balm, James. 2014. blogs.biomedcentral. August 11. Accessed January 11, 2022.
http://blogs.biomedcentral.com/bmcblog/2014/08/11/the-power-of-pictures-
how-we-can-use-images-to-promote-and-communicate-science/.
Grimsley, Shawn. 2021. study. September 7. Accessed January 11, 2022.
https://study.com/academy/lesson/physiological-noise-in-communication-
definition-lesson-quiz.html.
Ltd, In.Corp Global Pte. n.d. In.Corp Global Pte Ltd. Accessed January 11, 2022.
https://www.incorp.asia/blog/hr/importance-of-good-communication-at-
workplace/.
NORCAP. 2016. Norwegian Refugee Council. July 6. Accessed January 11, 2022.
https://www.nrc.no/expert-deployment/what-we-do/communication-with-
communities/.
yupiramos. n.d. stocklib. Accessed January 11, 2022.
https://images.assetsdelivery.com/compings_v2/yupiramos/yupiramos1902/yu
piramos190210660.jpg.

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NEGOR_Q3_DIASS/HUMSS11_MODULE9_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