the clientele and

audience of
communication
 Communication has played an essential role in
society since the beginning of human existence.
People need to interact with one another in the
community like sharing their ideas, opinions,
feelings, experiences and so many more, to make
sense of the world, and to position ourselves in a
wider social and cultural reality (Sampa 2017)
As learned from our previous lesson,
communication is complex. It is
something more than words we say to
one another. It involves sending and
receiving message. An effective
communication (Sampa 2017) assumes
the audience's perception and
guarantee that the message is relevant
to them. This means that the method of
communication is carefully selected as
most effective for the target audience.
Communication (Nordquist 2019) is the process of sending
and receiving messages through verbal or nonverbal
means, including speech, oral or communication; writing
and graphical representations (such as infographics, maps,
and charts); and signs, signals, and behaviour.
Communication is said to be "the creation and exchange of
meaning." Effective communication occurs only if the
receiver understands the exact information or idea that the
sender intended to transmit. Many of the problems that
occur in an organization are the direct result of people
failing to communicate and processes that leads to
confusion and can cause good plans to fail (Mistry. Jaggers.
Lodge, Alton, Mericle, Frush, Meliones 2008).
 People who watch TV shows and
films, read the news, listen to the
WHO IS THE radio, and so on comprise the
AUDIENCE? audience. "Audience" is the collective
term for the "receivers" (Arleigh Ross
D. Dela Cruz 2016).
Audiences are formed from either or
both of two factors: social context
and a response to media content.
Denis McQuail (1997) argues that
although the term 'audience' is
presumably clear in its definition, it
is in fact, an ambiguous concept
defined by variable and intersecting
factors such as:
By place: as in the audience case of a community 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 soap

operas may different audience

By times: as in day time, primetime or weekend audiences

CHARACTERISTICS OF
CLIENTELE AND
AUDIENCES OF
COMMUNICATION
All people are clientele and
audiences in communication. The
effectiveness of communication
can only be realized when
communicators reconsider the
characteristics of the specific
clientele and audience, such as
social position, level of education,
age range, race, ethnicity, primary
language, health status, job type,
and information sources (Sampa
2017).
 Social Position
The status that a person
enjoys in a communication
context. This dictates how
one gets communicated to
and how that communication
has to be crafted, packaged,
contained and delivered.
(Example: President, Lawyer,
Leader, Manager, Colleague,
or Subordinate)
Level of Education
it may suggest the reading skills
and healthy literacy and the
ability to engage with more
complex topics new and even
unfamiliar. However, with
limited literacy skills, written
materials may be difficult to
use; thus, with such audience, it
would be more effective to use
oral presentations.
 Age Range Race and ethnicity

this can affect the this would help on

choice of communication deciding the graphics
format or distribution. and photos to be used. It
is necessary to design
Primary Language
the graphics and photos
The target audience's
language must be taken in the communication
into consideration for the materials to reflect the
delivery of an effective demographics of the
message intended audience.
 Health Status Information sources

it dictates people's these matters most for they

disposition to listening and affect the format and
responding and the ability to distribution of the
make meaning out of the
communication materials
communicated material.
and also the medium they
Job Type trust.
it can affect the format of
materials and the
distribution methods to
be used.
INDIVIDUAL AS
AUDIENCE AND
CLIENT
People engage in communication
for a variety of reasons. People
communicate, to inform and be
informed, to persuade and obtain
guidance for one's own opinions,
to articulate and foster one's
identity and membership of a
cultural or social group, to
entertain and be entertained and
for other reasons.
McQuail (1972) provided a typology of
media person interactions:

Diversion: escape from routine or problems,

emotional release
Personal relationships: companionships, social
utility
Personal identity: self-reference, reality
exploration, value reinforcement
Surveillance: information seeking
 Moreover, research shows that the
usage of media can be classified as
follows:

•Information and education

• Guidance and advice
• Diversion and relaxation
• Social Contact
Moreover, research shows that the usage of
media can be classified as follows

• Information and education

• Guidance and advice
• Diversion and relaxation
• Social Contact
◆ Value Reinforcement
Moreover, research shows that the usage of
media can be classified as follows

•Cultural Satisfaction
• Emotional release
• Identity formation and confirmation
• Lifestyle Expression
• Security
◆ Sexual Arousal
• Filling Time
 GROUPS AND
ORGANIZATION AS
AUDIENCE AND CLIENT
Groups have existed
throughout human history
and continue to follow
familiar patterns across
emerging venues as we
adapt to technology,
computer-mediated
suburban sprawl, and
modern life. interaction,
suburban sprawl and
modern life.
We form self-identities through our
communication with others, and
much of that interaction occurs in a
group context. A group is defined
as three or more individuals who
affiliate, interact, or cooperate in a
familial, social, or work context.
Group communication may be
defined as the exchange of
information with those who are
alike culturally, linguistically, and/or
geographically (McLean 2010).
Meanwhile in an organization, in
developing and executing
communication, it is efficient to
select the best vehicles for
delivering any given message to and
from. With so many choices, such as
face-to-face communication,
electronic media, meetings, printed
materials and webinars, the
decision becomes quite complex.
When selecting the best communication vehicle, here are some things to
consider (N.A. 2020):

Timing. The timing of the information may be imperative, such as in

emergency situations.

Location. The location may affect this selection.

Message. Another issue that affects the decision is the sensitivity of

the information.
 COMMUNITY AS
AUDIENCE AND CLIENT
OF COMMUNICATION
 Communities are diverse. They include
people of all ages and varied cultural
backgrounds, individuals with disabilities,
and people with other access and
functional needs such as limited
proficiency or literacy limitations.
It is important to Understanding the
know the composition community is not a one-
of your community time event or analysis.
Because communities are
and to understand
constantly changing, the
what that process must be an on-
composition means going effort to stay in tune
for the way you with the capabilities and
communicate. needs of the population.
 When a community is the client of
communication, the message has to be
responsive to the need and the channel has
to be appropriate, and the subject to be
communicated has to relevant to the
community (Sampa 2017).
thank you !