HANDOUTS 4.

Principles of Consistency
DISCIPLINE AND IDEAS IN APPLED SOCILA SCIENCES 5. Principles of Adequacy

- The information sent to the receiver should be sufficient and

*The social sciences discipline of social work promotes the “Good of all Men” complete in every respect. Information more than the need or less than
in the society. the need is harmful. While in the context of business incomplete
information is dangerous. Moreover, the sufficiency of information
*Communication is an exchange of ideas using a common medium depends on the ability of the receiver.
*Goal of Communication 6. Principle of Proper Time
1. To change behavior
2. To get action -the message should reach the receiver whenever they are needed,
3. To ensure understanding Late messages are considered meaningless and the use of
4. Persuade communication is ended. The message should be sent before the actual
5. To get and give information. need keeping in mind the time required for communication.
6.
7. Principles of Informality
*Broadcast journalism is a specialization of communication that explores
social issues with fairness, equality, and honesty. - Although formal communication has a prominent place among the
channels of communication, informal communication is also important.
*Principles of Communication
There are some problems which cannot be solved with formal
1. Principles of Clarity in Ideas communication but informal communication succeeds in solving them.

It should be clear in the mind of the sender what he wants to 8. Principles of Feedback
say. Accordingly, the principles of effective communication is first to
It is essential for the sender of the message to know the success of
fully inform oneself” The clearer the thought the more effective is
the message. The sender should see whether the receiver understood
the communication.
the message or not. Feedback is easily obtained in a face to face
2. Principle of Appropriate Language communication through the help of the facial reactions of the receiver. In
written communication, the sender can get feedback by using
This principle means that communication should always be appropriate means.
expressed in a simple language. Ideas are clear and without any
doubt. Words having various meanings should be used to the 9. Principle of Integration
minimum.
10. Principle of Flexibility
3. Principle of Attention
11. Principles of Proper Medium
The purpose of communication is that the receiver of
information should clearly understand its meaning. It means merely
transferring information is not communication and it is important
that the receiver should understand it. This is possible only when the
receiver takes interest in the message and listens to it attentively.
Basic Element and Level of Communication
PROCESS OF COMMUNICATION
1. Source/Sender/Encoder – decides on the message to be sent;
the source of the message and the sender transfers the
information.
2. Medium – is the immediate form which a message takes.
3. Channel – is responsible for the delivery of the chosen message
form. There are numerous channel categories; verbal, non-
verbal, personal, non-personal, etc.
4. Receiver – responsible for extracting/decoding meaning from the
message, providing feedback to the sender and her/his job is to
interpret the words.
5. Feedback – is the responsible or reaction of receiver to the
sender’s message. It is the final step of communication process.
Without feedback, the communication final step of
communication process. Without feedback, the communication
remains incomplete. It is an oral, written, actions or silence.
6. Context – helps establish meaning and can influence what is said,
how it is said and refers to the setting in which communication
takes place.
7. Noise – it is called interference. It is factor that inhibits the
conveyance of a message. It is anything that the way of a
message is being accurately receive interpreted and responded.
It may be internal or external.
*Level of Communication
1. Intrapersonal communication- occurs within oneself, when one is
speaking aloud writing to oneself, saying prayer, doing meditation.
2. Interpersonal communication occurs within two or more persons or
smaller groups such as family.
a. Dyadic- two person
b. Group-three or more, face to face, immediate response
c. Public- large group such as a public lecture or crowd,
church ceremony
also: Direct interpersonal-like in a face to face
Mediated interpersonal- aided with technology such as
telephone or internet
3. Intergroup communication – between two or more different social
groups.
4. Mass communication – transmission of messages to a large audience
using technology of communication
*Under ethical Dilemmas in social work, It is second nature to Filipinos to
show gratefulness to people who have done them great favors hence, a
tendency to give tokens or gifts, which under the code of Ethics should be
avoided at all times.
*Roles and Function of Communication
1. Kindle the flame between media and society. Almost everyone hates the
media today. It is the responsibility of communication professionals to
lighten this flame between the public (society) and the media.
2. Observe trends. Practitioners in this filed keep an eye on that is happening
in the actual world. People should know from these practitioners.
3. Identify analyze and assess both rural and urban issues. This gives media
the “watchdog” role particularly those called-independent media.
4. Dig Deep and fill the gaps. They provide context, balance and accuracy in
addressing rural-urban issues.
5. Bring diverse interests together. This role of journalism can help bring all
relevant stakeholders to the table for solving social problems.
6. Help clear the fog (confusion)
7. Create neutral spaces/platforms for mediation and dialogue.
8. Provide the independent voice. As a consequence of social media, the
public or netizens (how the public audience are now called) are more free to
express their voice and take their stand.
9. Address misconceptions and distinguish between myths. Journalism and
communicators help erase their errors in understanding propagated by fake
news.