Module 1 3.

Forming Hypothesis
4. Collecting and Analyzing Data
Defining Pure Social Sciences 5. Drawing Conclusions and Recommendations
Social Science is a field of knowledge which Defining the Applied Social Sciences
aims in predicting and explaining human
behavior. To trace the history of Applied Social Sciences,
Humanities seeks to understand human this began as a result of the reaction during late
reactions to events and then meanings impose on 1990’s when the different disciplines of social
experience as a function of culture, historical era sciences, the history, psychology history,
and Life History. political science, demography and others were
Natural Sciences aims to predict natural seen as highly segmented or divided. Scholars
phenomena and its studies are based on argued that these disciplines should work
experimentally controlled existence. together to solve social problems. This approach
Social Sciences explore the historical, cultural, of working together, like combining the different
sociological, psychological, andmthe political disciplines in solving different social problems
forces that shape the actions of individuals and became the focus of the applied social sciences.
their impact on society.
Applied Social Sciences focus on the use and
Figure 1. Social Sciences & Its Disciplines application of the different concepts, theoretical
models, theories from Pure Social Sciences to
In the field of Pure social sciences, we consider help understand people and the society including
in the study the different disciplines as we face the different problems and issues it faces.
the different issues we try to solve in the society. Applied Social Scientists can use his/her
For example, the problem of poverty, we training in different work settings and use the
consider these disciplines as to how they see the different theories in analyzing social problems
problem. How does it exist? And why poverty and help to solve these.
continue to exist? In the field of Economics,
perhaps you could say that it exists because Figure 2. Applied Social Sciences & Its
economically there is scarce resources and that Disciplines
goods and services are priced high and some
Disciplines of Applied Social Sciences
people cannot attend or meet these needs and
also some are underemployed or unemployed. 1. Counseling is a field/discipline of applied
People who study to solve social problems are social sciences which provides guidance, help
called social scientist. In their study, they solve and support to individuals who experience a
these social problems systematically in a process diverse set of problems in their lives. In this
called discipline you can learn about how important it
scientific method. is to listen to some problems of other people and
provide guidance to them to help them solve
Scientific method refers to standardized ways
their own problems.
of techniques for building scientific knowledge
systematically such as how to interpret and 2. Social Work is another professional activity
generalize results which start from identifying of the applied social sciences. Here practitioners
problems and ends with conclusions and or those who practice a certain work, help
recommendations. individuals and families to improve their
collective being. In the succeeding lessons, you
Steps in Scientific Method:
will surely learn about this discipline.
1. Defining the problem
2. Reviewing the related Literature
3. Communication Studies provide adequate 4. Promoting the decision-making process and
training for careers in the field of journalism and facilitating client potential.
mass communication. If it happened you see 5. Development.
news in TV, those people who work to provide
Principles of Counseling
us information through any media or means fall
Counseling is a long-term process and consists
in this discipline. Good communication skills are
of professional communication.
also important in counseling as well as in social
These are the principles of counseling:
work.
Remember that through the application of good
journalism together with the correct knowledge 1. Principle of acceptance
of the different disciplines in the social sciences, Accept the patient with his physical,
applied social scientists have enough skills to be psychological, social, economic and cultural
able to write, produce, report and deliver news conditions.
accurately and creatively to the viewing public. 2. Principal of communication
Communication should be verbal as well as non-
Module 2
verbal and should be skillful.
The Discipline of Counseling 3. Principle of empathy
Instead of showing sympathy put yourself in
Counselling profession is a helping relationship.
patient’s shoes and then give reflections
A process in which the counselor assists the
accordingly.
counselee to cope with his/her emotions and
4. Principle of non-judge
feelings and to help him/her makes positive
Mental attitude. Do not criticize or comment
choices and decisions. It is a learning-oriented
negatively regarding patient’s complaints.
process, which occurs usually in an interactive
5. Principle of confidentiality
relationship, with the aim of helping a person
Always keep the patient’s name and the problem
learn more about the self, and to use such
strictly secrete and assure the patient about the
understanding to enable the person to become an
same.
effective member of society. Counselling is a
6. Principle of individuality
process by means of which the helper expresses
Treat each and every patient as unique and
care and concern towards the person with a
respect his problem as well.
problem, and facilitates that person's personal
7. Principle of non-emotional involvement
growth and brings about change through self-
Do not get emotionally involved with the patient
knowledge.
and avoid getting carried away with his feelings.
Goals of Counseling
Core Values of Counseling
Counseling is a relationship between a Counseling profession will also challenge the
concerned person and a person with a need. This counselor to value the counselee.
relationship is usually person-to-person, Here are the core values of counseling:
although sometimes it may involve more than
1. Respect for human dignity refers to the
two people. Here are the five commonly named
unconditional positive regard, compassion, non-
goals of counseling:
judgmental attitude, empathy and trust.
1. Facilitating behavior change 2. Partnership refers to the support on integrated
2. Improving the client’s ability to establish and healing, integrity, sensitivity and openness.
maintain relationships. 3. Autonomy refers to the respect for
3. Enhancing the client’s effectiveness and confidentiality, trust, ensuring a safe
ability to cope. environment and no imposition of advices.
4. Responsible caring refers to respecting the experiences.
potentials of every human being to change and 3. Examine issues including substance abuse,
to continue learning. aging, bullying, anger management, careers,
5. Personal integrity refers to the reflection of depression, relationships, LGBTQ issues, self-
honesty and truthfulness. image, stress and suicide.
6. Social justice refers to being accepting and 4. Work with families.
respectful of the diversity of clients. 5. Help client’s define goals, plan action and
gain insight.
Counseling profession is very challenging, the
6. Develop therapeutical processes.
person must acquire a counseling style tailored
7. Refer clients to psychologists and other
to their own personality by familiarizing
services.
themselves the different approaches in
8. Take a holistic approach to mental health care.
counseling. To be qualified in counseling
profession he/she must study masters or doctoral Functions of Counseling
degree and pass the licensure exam. A counselor
Counselors work in diverse community settings
must have personal qualities like: self-awareness
designed to provide a variety of counseling,
and understanding, caring attitude, sensitivity,
rehabilitation and support services. Their duties
open-mindedness and objectivity plus accepting
vary greatly depending on their specialty which
personal congruence. A professional counselor
is determined by the setting in which they work
must have the ability to listen, convey
and the population they serve. Counselors are
understanding without judgment, ability to be
challenged:
sensitive, empathic, patient and the ability to
convey to the client that the counselor values the 1. with children, adolescents and adults that have
client’s experiences. Moreover, conveys the multiple issues such as mental health disorders
belief that the client is capable, trustworthy, 2. to provide appropriate counseling and support
respectable, worthy and dependable. 3. to assist students of all levels
4. to promote the academic, career, personal and
Republic Act 9258, an act professionalizing the
social development of children and youth
practice of guidance and counseling adheres
5. to help students evaluate their abilities,
counseling practitioners to abide the code of
interests, talents and personalities to develop
ethics in this profession, thus a counselor must
realistic academic and career goals
uphold professional responsibility, counseling
6. to operate career information centers and
relationship, dimension of confidentiality, ethical
career education programs
issues in a multicultural perspective, ethical
7. to help students understand and deal with
issues in the assessment process.
social, behavioral and personal development
Roles of the Counselors
Competencies of Counseling
Counselors offer guidance to individuals,
Counselors are licensed mental health therapists
couples, families and groups who are dealing
who provide assessment, diagnosis and
with issues that affect their mental health and
counseling to people facing a variety of life
well-being. Many counselors approach their
stresses and psychological problems. They help
work holistically, using a “wellness” model
people with relationship issues, family problems,
which highlights and encourages client’s
job stress, mental health disorders such as
strengths. On the job counselors:
depression and anxiety and many other
1. Work with individuals, groups and challenging problems that can impact feelings of
communities to improve mental health. well-being and happiness. To be effective in
2. Encourage clients to discuss emotions and their roles, counselors should enjoy helping
others and possess specific attributes and skills. psychological needs and desires, such as a need
Here are the competencies of counselors: for intimacy or the desires to be professionally
competent.
1. Communication skills
Competencies of Counseling
Effective counselors should have excellent
communication skills before embarking on a Counselors are licensed mental health therapists
counseling career. Counselors need to have a who provide assessment, diagnosis and
natural ability to listen and be able clearly counseling to people facing a variety of life
explain their ideas and thoughts to others. stresses and psychological problems. They help
people with relationship issues, family problems,
2. Acceptance
job stress, mental health disorders such as
Counselors must be able to “start where the depression and anxiety and many other
client is at.” This phrase is often used in challenging problems that can impact feelings of
counseling to describe the ability to relate to well-being and happiness. To be effective in
clients with an open, nonjudgmental attitude- their roles, counselors should enjoy helping
accepting the client for who she is and her others and possess specific attributes and skills.
current situation. Here are the competencies of counselors:

3. Empathy
Counselors help people through some of the 1. Communication skills
most difficult and stressful times of their lives.
Effective counselors should have excellent
They must be able to display empathy-the ability
communication skills before embarking on a
to feel what another person is feeling.
counseling career. Counselors need to have a
4. Problem-Solving skills natural ability to listen and be able clearly
explain their ideas and thoughts to others.
Counselors must have excellent problem-solving
skills to be able to help their clients identify and 2. Acceptance
make changes to negative thought patterns and
Counselors must be able to “start where the
other harmful behaviors that might be
client is at.” This phrase is often used in
contributing to their issues.
counseling to describe the ability to relate to
5. Rapport-Building skills clients with an open, nonjudgmental attitude-
accepting the client for who she is and her
Counselors must possess a strong set of current situation.
interpersonal skills to help establish rapport
quickly with clients and develop strong 3. Empathy
relationships. They must give their undivided
Counselors help people through some of the
attention to clients and be able to cultivate trust.
most difficult and stressful times of their lives.
6. Flexibility They must be able to display empathy-the ability
to feel what another person is feeling.
Counselors must have the ability to adapt and
change the way they respond to meet their 4. Problem-Solving skills
client’s needs.
Counselors must have excellent problem-solving
7. Self-Awareness skills to be able to help their clients identify and
make changes to negative thought patterns and
Counselors need to have the ability to look other harmful behaviors that might be
within and identify their own unmet contributing to their issues.
5. Rapport-Building skills counselors are hired at localized mental health
agencies to assist a local population, interact
Counselors must possess a strong set of
with community leaders, and bridge the gap
interpersonal skills to help establish rapport
between support services found in surrounding
quickly with clients and develop strong
areas.
relationships. They must give their undivided
attention to clients and be able to cultivate trust. 4. Residential Care Facilities
6. Flexibility A residential care facility provides counseling
services to people living in a temporary
Counselors must have the ability to adapt and
environment that requires continuous
change the way they respond to meet their
supervision. This may include facilities that
client’s needs.
house troubled or at-risk youths, autistic
7. Self-Awareness children, or people with mental or physical
disabilities.
Counselors need to have the ability to look
within and identify their own unmet 5. Halfway Houses
psychological needs and desires, such as a need
Halfway houses, also known as transitional
for intimacy or the desires to be professionally
housing facilities and recovery houses, hire
competent.
rehabilitation and substance abuse counselors to
8. Multicultural Competency guide patients or residents in need of help
transitioning back to a societal environment,
Counselors help people from all walks of life. their family, their community, and/or entering
They must display multicultural competency and the workforce.
adopt a multicultural worldview.
6. Geriatric-Related Facilities
Specific Work Areas of Counselors
Counselors, especially geriatric counselors, are
1. Hospitals Counselors provide mental health often employed by facilities, agencies and
evaluations, some counselors are hired to assist organizations that serve the elderly population.
patients overcome various psychological and
behavioral issues. 7. Medical Hospitals and Outpatient Clinics

2. Impatient or Outpatient Detoxification Counselors are hired to work with veterans, their
Centers Counselors may also serve as detox spouses, and family to address issues, such as
specialists or crisis workers within detoxification PTSD (post-traumatic stress disorder) and anger
center. management.

Counselors are hired to work in: 8. Correctional Facilities and/or Prisons

2.1. Impatient facilities hire counselors to assist From mental health counseling to substance
with 24-hour care of high-risk patients battling abuse counseling, the prison system employs
substance abuse. counselors to provide individual and group
2.2. Outpatient facilities hire counselors to therapy for individuals who are jailed, or living
provide treatment during the day, while patients in a correctional facility.
are allowed to return to their homes at night.
9. Retail Businesses
3. Mental Health Facilities & Agencies
Assuming positions in the human resources or
Counselors provide one-on-one treatment or public relations departments of large retail
holding group therapy sessions. Community organizations, job duties typically include
improving company-customer relationships, as 7. Military Counselor
well as designing and conducting training
Military counselors assist active duty, veterans
programs.
and their families on mental, emotional and
10.The Educational System social concerns related to the military lifestyle
and experience.
Primarily helping students to better navigate the
stresses of growing up and successfully 8. Pastoral Counselor
completing their studies, counselors play an
In pastoral settings, counselors combine therapy
important role at all levels of the school system.
with theological training to offer patients a
Counseling Careers unique and integrated approach to sessions.
1. Mental Health Counselor 9. Rehabilitation Counselor
Mental health counselors provide therapeutic For individuals with physical, mental,
support to clients faced with mental, emotional developmental, and or emotional disabilities,
and behavioral health issues, such as anxiety, rehabilitation counselors assist them in leading
depression, stress, low self-esteem and other fulfilling and successful independent lives.
concerns.
10.Substance Abuse Counselor
2. School Counselor
Substance abuse and addiction counselors work
Professional school counselor provides services with clients to support their mental and physical
to students to support their academic, personal health in order to accurately provide a holistic
and social development while working with treatment of substance abuse disorders.
teachers, administrators and parents.
Code of Ethics
3. Career Counselor Guidance counselors work with clients, as
individuals and in groups, to whom they supply
Career counselors help individuals understand
professional services concerning educational,
themselves and the world of work to make solid
vocational, personal and social development.
occupational, education and life decisions.
The following are the ethical behaviors and
4. Child Counselor unethical behaviors among counselors:

Child and adolescent counselors help children Ethical Behaviors:

and teens with physical, emotional, or mental 1. They protect members from practices that
roadblocks that impede healthy development. may result in public condemnation.
2. They provide a measure of self-regulation,
5. College Counselor thus giving members a certain freedom and
College counselors provide college students with autonomy.
a variety of supports in order to promote overall 3. They provide clients a degree of protection
academic, mental and behavioral wellness. from cheats and the incompetent.
4. They help to protect counselors from the
6. Grief Counselor public if they pursued for malpractice.
Grief counselors support client growth from Unethical Behaviors:
profound loss, death of a loved one, debilitating 1. Incompetence
injury, terminal illness, divorce or other personal 2. Lack of integrity
bereavements. 3. Violating confidences
4. Exceeding the level of professional This type of counseling may be useful for
competence students who are having difficulties in their
5. Imposing values on clients relationships or who want to learn about
6. Creating dependence on the part of the clients themselves and their connections to other
to meet the counselor’s own needs people.
7. Improper advertising
ORGANIZATION
8. Charging fees for private counseling to those
who are entitled to free services through the Counseling and therapy aren’t just for
counselor’s employing institutions and or using individuals, couples and groups. Organization
one’s job to recruit clients for a private practice. can also benefit from the same techniques to
help reduce workplace anxiety, improve
INDIVIDUAL
communication, enhance performance and
Individual counseling is a personal opportunity support employees more thoroughly.
to receive support and experience growth during
This type of counseling is used to provide
challenging times in life. Such kind of
deeply effective coaching to teams who lack
counseling facilitates one deal with a variety of
direction, stress, burnout or anxiety.
life topics such as anger, depression, anxiety,
relationship challenges, substance abuse, COMMUNITY
parenting problems, school difficulties and
career changes. Community counseling is geared towards
increasing coordination between community
Otherwise known as talk therapy, this type of members and all the services that address all
counseling is done in a confidential environment types of discrimination.
where clientele work one-on-one with a trained
professional, example, in school a guidance This type of counseling applies both counseling
counselor. This counseling activity allows and social work in the community setting.
individuals to explore their feelings, beliefs and Productive community counseling involves
behaviors, work through challenging or facilitating clients work through their mental
influential memories, identify aspects of their health concerns. It recognizes diversity as it
lives that they would like to change, better must pay attention to the diverse systems noting
understand themselves and others, set personal that a community consists of individuals with
goals and work toward desired change. varied personalities and perspectives.

It is focused on the individual’s immediate or Components of community counseling include

near future concerns. It is facilitated to talk to providing advice and consultation to a
through mental health concerns and help clients community’s caregivers to increase access to
heal, grow and move toward more productive mental health care, identifying high-risk
lives. It is usually lasts between 45 and 50 populations, reducing the incidence of mental
minutes. disorders at an individual level, developing
preventive measures to reduce relapses,
GROUP recognizing the value of the community and its
ability to develop effective programs and
Group counseling consists of four to ten clients
services.
and one or two experienced group therapists.
During this period, the members of the group ROLES OF GUIDANCE COUNSELOR
talk about issues concerning them and offer each
other support and feedback. Guidance counselors have to constantly develop
and maintain an effective school counseling
program. Each program has a distinctive focus
per cluster for students from K-12 keeping the demonstrate care and empathy. As a science, it
guidance and counseling services. The following requires the use of scientific tools to obtain
programs are the following: comprehension during the different stages of the
counseling process.
1. The Role of the Elementary Guidance
Counselor (K – 6) According Nystul (2003) there are six stages of
The primary role of the elementary guidance the counseling process:
counsellors includes;
1. Stage 1- Relationship Building provides the
 Intervention and prevention in connection to force and foundation for the counseling. Here
the common problems mentioned that are likely there is a need to establish rapport, promote
to interfere with the ability of children to acceptance of the client and promote relevant
achieve their greatest academic, social, and communication between the counselor and the
personal potential (Ward & Worsham, 1998). counselee.
 Address and remediate the student’s problems
2. Stage 2- Assessment and Diagnosis offers
2. The Role of the Junior High School Guidance appreciation of the client’s condition and
Counselor ( Grades 7 -10) analysis of the root causes of the problem. Data
The primary role of the junior high school gathered will be the diagnosis.
counsellors includes:
3. Stage 3- Formulation of Counseling Goals
 Provide guidance and counseling in dealing sets the direction of the counseling process, its
with peer relationships and social interactions, as parameters of work and the client-counselor
such, includes work with students, teachers, and relationship. The client and counselor must
parents in an attempt to aid each understand the agree on their goals.
other ( Ward & Worsham, 1998).
4. Stage 4- Intervention and Problem Solving
 Offers general guidance services such as
comprises of the counseling goals, strategies and
consulting with teachers, parents, and staff
intervention.
regarding meeting the developmental needs of
each student. 5. Stage 5- Termination and Follow- up
 Interpreting tests, and providing orientation to progresses the client with the help of the
transferees and new students. counselor.
3. The Role of the Senior High School Guidance 6. Stage 6- Research and Evaluation can be
Counselor ( Grades 11-12) taken at any point of the counseling stage and
provides scientific appreciation.
 The primary role of senior high school
guidance counsellors is to provide guidance and METHODS IN COUNSELING
counseling pertaining to educational and career
decisions as well as college placement There are different approaches and theoretical
counseling. categories used in counseling process. This
 Provide orientation activities for tranferres or includes psychoanalytical, affective, cognitive,
new students to the school. and behavioral (Galding, 2000).

PROCESSES IN COUNSELING 1. Classic Theories primed the underpinning of

clinical practice.Most psychological theories
Counseling process is both considered an art and which were developed by Sigmund Freud, Carl
a science. As an art, it requires the counselor to Jung and Alfred Adler are considered to be under
be sensitive to his clients. It needs excellent the category of classic theories.
skills in listening and ability of the counselor to
a. Freud’s Psychoanalytical Theory also known Module 3
as psychoanalysis of the mind which involves
Definition, Goals and Scope of Social Work
the discussion on ID, Ego and Superego.
Scenarios in relation to Social Work.
According to Nystul (2003) a psychoanalytic
counselor may use the following methods: Scenario 1: Typhoon Victims
Scenario 2: Community Immersion
 Free association encourages discussion to
suppress emotion. Goals of Social Work
 Dream analysis explores unconscious process
using dreams. The primary mission of social work profession is
 Confrontation and Clarification uses feedback to develop human beings and assist other
procedure to determineanalysis. institutions in attaining the basic human needs of
 Interpretation gives insights of the patient’s people and in empowering the lost, the least, and
inner conflicts. the last. These goals are outlined and described
below:
b. Adler’s Individual Psychology focuses on the
role of recognition in psychological function. 1. The Goal on Caring
According to Nystul (2003) there are four phases Caring refers to the heart of social work and it
of Adlerian Psychotheraphy centers on the well-being or thewelfare and
comfort of the individual and community.
 Establishing relationship
 Performing Analysis and Assessment 2. The Goal on Curing
 Promoting Insight Curing refers to the aspect of treating people
 Reorientation with problems in their social environment
(EXAMPLE. Counselling and therapy).
c. Jung’s Analytic Psychology highlights the task
of unconscious processes in psychological 3. The Goal on Changing
functioning. Changing refers to the active participation of the
social workers in social reforms (EXAMPLE:
2. Experiential theories fall under affective promoting social change and justice).
which are concerned about generating emotions
of the clients to effect change. III. Scope of Social Work

A. Roger’s Person-Centered Counseling uses the To supplement your understanding in the value
“if and then” which considers certain conditions of social work, it is important to study the scope
exist in the counseling relationship until the of social work. The scope of social work
client reaches self-actualization. includes:
B. Perls Gestalt Therapy centers on the approach 1. Child development Social Work
on the here and now which refers to the dialogue 2. Medical Social Work
between the therapist and the client experience 3. Clinical Social Work
from the inside and the how the counselor 4. Social work administration and management
observes from the outside. 5. International Social work
3. Cognitive -Behavioral Theories highlights the 6. Social work as community organizer
task of cognition of thoughts, belief and internal 7. Women welfare
behavior in person’s life. 8. Crisis intervention
a. Ellis Rational Emotive Behavior Therapy 9. Criminal justice
b. Beck’s Cognitive Theory
c. Berne’s Transactional Analysis 1. Social Work as a Primary Discipline
In terms of child welfare, social work offers:
a. The adoption and services to unmarried c. The other income maintenance programs
parents – the difficult decision of unmarried include cash in kind benefits, emergency support
parents whether to keep the baby or place the funds, and other resources which can be used by
child for adoption the poor for food and shelter.
b. The foster care – removes the children from
2. Social Work as an Equal Partner
their homes and placing them temporarily in a
Aging, social work offers:
foster care
c. The residential care – a group care home or a a. The support for people in their own homes
residential treatment center for children program consists of helping older people remain
d. The support in own homes – provides support in their own homes by linking them with
services in order to keep children in their own community programs that bring health care
homes services into their homes.
e. The protective services – protect the child b. The support for people in long-term care
from child abuse, maltreatment, and exploitation facilities program refers to nursing home care
by one or both parents services into their homes.
Family services, social work offers: Community services, social work offers:
a. Family counselling – utilize the three
approaches to this type of counselling namely: a. Community organization
b. Community planning
a.1. family case work, involves helping c. Community development
individual members of the family change their
behaviour to make them more effective 3. Social Work as a Secondary Discipline
contributors in the family: Industry, social workers act as:
a. 2. family group work, the process by which
the family examines its relationships and a. Support to both the managers and the
resolves their problem with the help of the social employees of the companies. They make
worker: and lastly, themselves available to the employees with
social problems for individual, family, and group
a. 3. family therapy, focuses on transforming the counselling
structure of the family to make it more b. Provide information to the managers as basis
supportive to its members for management decisions that might have an
b. Family life education - an intervention to impact on the social atmosphere in the working
strengthen the family through educational environment
activities that seek to prevent family breakdown
c. Family planning – assisting the families plan Medical and health care, social workers:
the number, spacing, and timing of the births of
a. Attend to the social and psychological factors
children to fit with their needs
that are contributing to the medical condition of
Income maintenance, social work offers: the patients
b. Link patients with community resources
a. Public assistance – refers to the provision of c. Provide necessary counselling, and link with
the financial aid to the poor. Services include self-help groups
cash grants, food stamps, general assistance such
as hospital and medical care, and supplemental a. Facilitate the provision of direct educational
security income. and social services and provide direct social case
b. Social insurances – social provisions that are work and group work services to selected
funded by employers and employees through students;
contributions to a specific program.
b. Act as a pupil advocate, focusing on urgent
needs of the selected group of students;
Advocate
c. Consult with school administrators major
problems; In this role, social workers fight for the rights of
d. Consult with teachers about techniques for others and work to obtain needed resources by
creating a climate in which children are freed convincing others of the legitimate needs and
and motivated to learn by interpreting social and rights of members of society. Social workers are
cultural influences in the lives of students; particularly concerned for those who are
e. Organize parent and community groups to vulnerable or are unable to speak up for
channel concerns about students and the school themselves. Advocacy can occur on the local,
to improve school and community relations. county, state or national level. Some social
workers are involved in international human
IV. Core Values of Social Work
rights and advocacy for those in need.
The National Association of Social Workers
Case Manager
(NASW, n.d) stated that the mission of the social
work profession is rooted in a set of core values. Case managers are involved in locating services
These core values include: service, social justice, and assisting their clients to access those
dignity and worth of the person, importance of services. Case management is especially
human relationships, integrity, and competence important for complex situations and for those
(Morales and Sheafor, 1998, 8th edition ). who are homeless or elderly, have chronic
physical or mental health issues, are disabled,
“ Social work originates from humanitarian
victims of domestic or other violent crimes, or
ideals and democratic philosophy and has
are vulnerable children.
universal application to meet human needs
arising from personal- societal interactions and Educator
to develop human potential. Professional social
workers are dedicated to service for the welfare Social Workers are often involved in teaching
and self- realization of human beings; to the people about resources and how to develop
development of resources to meet individual, particular skills such as budgeting, the caring
group, national and international needs and discipline of children, effective communication,
aspirations; and to the achievement of social the meaning of a medical diagnosis, and the
justice. prevention of violence.

Roles and Functions of a Social Worker Facilitator

Broker In this role, social workers are involved in

gathering groups of people together for a variety
The social worker is involved in the process of of purposes including community development,
making referrals to link a family or person to self-advocacy, political organization, and policy
needed resources. Social work professionals do change. Social workers are involved as group
not simply provide information. They also therapists an task group leaders.
follow up to be sure the needed resources are
attained. This requires knowing resources, Organizer
eligibility requirements, fees and the location of Social Workers are involved in many levels of
services. community organization and action including
economic development, union organization, and
research and policy specialists.
Manager financial and environmental difficulties, alcohol
and drug-related problems, interpersonal
Social Workers, because of their expertise in a
difficulties and child abuse. All cases dealt with
wide variety of applications, are well suited to
by Health Board social workers include a
work as managers and supervisors in almost any
child/family dimension.
setting. As managers, they are better able to
influence policy change and/or development, Medical social workers
and to advocate, on a larger scale, for all
You could be employed as a medical social
underprivileged people.
worker by voluntary and health- board-run
People They Serve hospitals. You will offer direct help where
medical conditions are complicated by social
Most social workers spend their days working
and emotional factors. Psychiatric social
with people. The type of work social workers do
workers work with patients in psychiatric
varies based on the groups of people they serve.
hospitals and without-patients as well as in a
Common groups of people that social workers
preventative role.
serve include:
Working for Local Authorities
 Children
 Older adults You could also work for local authorities as a
 People with disabilities housing welfare officer (social worker), offering
 Patients with chronic, acute or terminal social services to tenants, prospective tenants
diagnoses and/or travellers. This involves liaising with
 People coping with grief or loss housing and government departments.
 People with mental illnesses
Working for the Department of Justice
 People struggling with addiction
As a probation and welfare officer in the
Where They Work
Department of Justice, you may work with the
Most social workers work in an office setting, Adoption Board, the courts, or prisons and
though many spend a large portion of their time places of detention. This involves making
visiting clients in their homes, schools, and in recommendations to the
the community. Social workers most often work appropriate authorities.
in the following settings:
Working for Voluntary Agencies
 Hospitals, medical clinics, and nursing homes
Voluntary agencies catering for specific interest
 Community mental health agencies and
groups also employ social workers. These
substance misuse clinics
include charities, special schools (run by
 State and local governments including child
religious groups or parents) and treatment
welfare agencies and departments of
centres.
health and human services.
 Schools and other youth-serving organizations Working in Industry
 Military bases and veterans affairs clinics
 Correctional facilities Social workers in industry (‘welfare workers’)
 Private practices are concerned with employees and pensioners of
an organization, e.g. the Army. The work can
Health Board social workers range from family problems to work with
pensioners and
You could work in one of eight regionally based
the elderly.
Health Boards as a ‘Community Care’ social
worker for concerns such as psychiatric illness,
Rights and Responsibilities, Accountabilities Code of Ethics of Social Work
and Code of Ethics of Social Work
The code of ethics specifies the standards of
The rights of social work are partially outlined. ethics, conduct, and performance expected of
Social work foremost rights include the right to registered social workers. It is a duty of a social
fulfill its professional mandates and to live by its worker to always protect the health and well-
values. Its responsibilities cover those that being of people who avail of the services. A
pertain to the dispensation of its basic functions, sample of ethical principles and ethical
roles, professional standards, and adhesive to its standards here are adapted from the Code of
local and international codes of ethics. Social Ethics of the National Association of Social
work is accountable to the clients, the general Workers. These principles and standards set
public, and the society. forth ideals to which all social workers should
aspire.
The following are responsibilities of social
workers as to their field of specialization: 1. Value: SERVICE
Ethical Principle: Social workers’ primary goal
1. To help children
is to help people in need and to address social
2. Assist those life- threatening problems
problems.
3. Aid people in overcoming addictions
4. To protect and uphold respect for the inherent 2. Value: SOCIAL JUSTICE
worth and dignity of all people as expressed in Ethical Principle: Social workers challenge
the United Nations Universal Declaration of social injustice.
Human Rights (1948)
3. Value: DIGNITY and WORTH of the
5. Promoting social justice to the people
PERSON
generally and to the people with whom they
Ethical Principle: Social workers respect the
work
inherent dignity and worth of the person.
6. To apply the professional values and
principles set out above to their practice 4. Value: IMPORTANCE of HUMAN
7. They should act with integrity and treat RELATIONSHIPS
people with compassion, empathy, and care Ethical Principle: Social workers recognize the
central importance of human relationships.
Accountability of social worker is to the clients,
colleagues, employers, professional associations, 5. Value: INTEGRITY
and to the law. Social workers are accountable Ethical Principle: Social workers behave in a
for their actions to the values and principles of trustworthy manner.
the profession, which require them to act in a
reliable, honest, and trustworthy manner. They 6. Value: COMPETENCE
are answerable to their clients, professional Ethical Principle: Social workers practice within
bodies like registered social workers (RSW), their areas of competence and develop and
certified social workers (CSW), licensed social enhance their professional expertise.
worker (LSW), licensed clinical social workers Social workers continually strive to increase
(LCSW), and licensed independent social their professional knowledge and skills and
workers (LISW) organization, and the laws apply them in practice. Social workers should
promulgated and enforced by appropriate aspire to contribute to the knowledge base of the
government agencies. profession.
Ethical Standards
The following ethical standards are relevant to
the professional activities of all social workers.
The Community as Client of Social Work
These standards are concerned with the social
workers’ ethical responsibilities: Community has the largest share in the clientele
and audience of social work because individuals
1. To clients
and families are essentially members of the
2. To colleagues
community. A community may exist as a
3. In practice settings
marginalized sector, and in which case, the
4. As professionals
social work services may gear toward their
5. To the social work profession; and
emancipation and empowerment. In some cases,
6. To the broader society
they may constitute the majority imposing
Characteristics of Clientele and Audiences of general norms that seek to marginalized
Social Work minorities and those different from them. In this
case, social work may focus on community
All people with various social concerns (in terms
transformations to cause environmental change
of being marginalized or experiencing social
so as to make it possible for individuals and
injustice or having their rights violated or
groups on the minority to achieve social well-
disrespected) share characteristic qualities of the
being or social justice and respect for their
clientele audience of social work.
rights.
1. Individuals
Needs of Various Types of Clientele and
2. Families
Audiences of Social Work
3. Groups
The needs of clientele and audiences:
4. Communities
1. To be empowered
The Individual as Client of Social Work
2. To be socially included by the way of insuring
The individual level is generally work on an that one receives what is legally due him/her
individual who has to be assisted to fit in a larger 3. The one who receive the necessary care
environment or someone who has been deprived he/she receives
space by the larger environment calling for 4. The right to be respected
change or simply improving one’s ability to cope 5. Justice
with it. 6. Social welfare

The Group and Organization as Client of Social Worker Job Description

Social Work
While the tasks associated with each job vary
Groups are people existing with similar or within the field of social work, some common
common identity. Gay men and lesbians, social work tasks are listed below.
migrants, women, abused or neglected children,
1. Identify people who need help, such as
elderly, pensioners, veterans, military service
vulnerable children and older adults, those
men and women, people in conflict with the law,
struggling with mental illness or addiction, and
unemployed, people with substance abuse and
families living in poverty.
addiction represent groups such as members of
2. Assess clients’ needs, strengths, and goals,
an organization or place of employment, or
and develop a plan to support individuals and
pupils and students in school setup. We classify
families as they work toward their goals.
them as groups because they form collectivities
3. Counsel people to manage challenges in their
in terms of level of services they have to receive.
lives such as illness, loss, unemployment, and
family problems, providing connections with
community resources addressing such  Psychosocial assessments
challenges.  Treatment and discharge planning
4. Assist individuals and families in meeting  Substance use counseling and treatment
basic needs by connecting them to food  Administration
assistance resources, child care, and healthcare.
Additionally, social workers play a significant
5. Help clients navigate government assistance
role in formulating policies, and developing
and benefits programs such as Medicaid, Social
program standards and guidance for federal
Security Disability Insurance, and food
programs. Social workers who practice in a
assistance programs.
government agency are usually integrated into a
6. Respond to crisis situations such as mental
broader continuum of services along with other
health crises and spousal or child abuse reports.
disciplines such as physicians, nurses, and
7. Advocate for access to resources needed to
substance abuse counselors.
improve people’s lives.
In the Philippines, there are many other areas in
Different Settings of Social Work
which professional social workers play a vital
Government Setting role such as in the implementation and
monitoring of social welfare and social
The government setting offers the widest space
development projects under the DSWD or those
for a variety of social work services. Social
devolved to the local government (LGUs) such
workers may work on-site at a government
as the National Household Targeting System for
agency; at a non- governmental agency whose
Poverty Reduction (NHTS-PR), Pantawid
client base is generated from their relationship
Pamilyang Pilipino Program (4 Ps) and Kapit
with a government agency; or in a contracting
Bisig Laban sa Kahirapan- Comprehensive and
relationship as independent consultants.
Integrated Delivery of Social Services
The range of government settings in which (KALAHI-CIDSS). Particularly, professional
social workers practice include: social workers provide research-based evidence
regarding effectiveness of certain initiatives and
 Agencies serving children and families, such socio-economic measures that are designed to
as foster care agencies; alleviate, reduce, or eradicate poverty in the
 Health care settings, including community- country.
based clinics and hospitals;
 Schools; Civil Society Setting
 Local correctional facilities;
The civil society sector sees itself as champion
 Settings that serve older adults, such as
of the people with regard to ensuring
nursing homes; and
accountability in government services; hence,
 Agencies serving military veterans and active
social workers in civil society tend to work
duty military personnel.
advocacies of human rights and social justice.
Government agencies social workers perform a Their work ensures the delivery to concerned
variety of professional tasks and functions for sectors and universal basic needs that may range
the government agencies, ranging from clinical from physical needs, intellectual development,
practice to program management/administration. emotional development, social growth, and
spiritual growth.
Functions vary from agency to agency but
essentially include: Therefore, the social work practice promotes
civil society in building strong social capital
 Case management through the following measures:
 Individual and group therapy
 Mobilizing Community  managing and supervising staff
 Advocacy and Public Communication  contributing to a multidisciplinary treatment
 Conflict Transformation team.
 Promotion of Social Cohesion and Solidarity
Below is a list of possible job functions within a
 Enabling Environment
school setting.
School Setting
 Conducting bio-psychosocial assessments and
The school is a social service and within it lies,
social histories
similar situation that arise elsewhere:
 Assessing students for substance use, support
 Violation of human rights systems, physical and emotional functioning,
 Injustice barriers to academic performance, peer issues,
 Violence suicidal/homicidal ideation, and similar issues
 Sexual harassment  developing and implementing treatment plans
 Discrimination and discharge plans that support student
self determination
Here, the social workers can facilitate school
 providing direct therapeutic services such as
entry into community, understanding the
individual, family or group therapy regarding
community, engagement with community,
specific issues
selecting and implementing correctly social
development intervention, and exit strategically.  providing crisis management services,
including assessing for safety
Below is a list of possible job functions within a
 advocating for student services and students’
school setting.
best interests
 Conducting bio-psychosocial assessments and  providing case management services
social histories including, but not limited to, referrals to
 Assessing students for substance use, support community resources, collaboration with other
systems, physical and emotional functioning, professionals
barriers to academic performance, peer issues,  Providing trainings and workshops to
suicidal/homicidal ideation, and similar issues teachers, school staff and parents;
 developing and implementing treatment plans  conducting home visits
and discharge plans that support student  Identifying and resolving ethical issues
self determination  managing and supervising staff
 providing direct therapeutic services such as  contributing to a multidisciplinary treatment
individual, family or group therapy regarding team.
specific issues
Community Setting
 providing crisis management services,
including assessing for safety A community consists and represents all kinds of
 advocating for student services and students’ social work services. It is the locus of social
best interests work challenges. It is in the community where
 providing case management services human rights of individuals and groups are
including, but not limited to, referrals to denied or violated; it is in the community where
community resources, collaboration with other injustices are made and committed; it is in the
professionals community where marginalization for individual
 Providing trainings and workshops to and groups occur. (Segal, Gerdes, & Steiner
teachers, school staff and parents; 2005).
 conducting home visits
 Identifying and resolving ethical issues
Module 4 The source is the person or thing (living or non-
living thing) making serious attempt to share
Communication is a manner of passing
information. It is the origin of information (in
information between people or group for
Information Theory, the source produce data that
common understanding and confidence. It
one would like to communicate) and an ability
includes the move of information from the
to pass this information, through a channel, to a
sender to the receiver. The receiver must
receiver.
understand the meaning and message of
information. It can also be taken as the way of 2. Message
sharing ideas, thoughts, opinions and views from
Communication theorists look closely to
one person to another person.
messages as the study of signs and symbols, and
Example: A manager should relay information how meaning is created through them; note: it is
clearly to his subordinates to implement plans not the study of meaning, just how meaning is
and policies. Hence, communication is one of created). For example, a commencement speaker
the important jobs of management. produces meaning through several reason for
Communication includes the process of sending judgement. First, there is the object (maybe
verbal and non-verbal messages. With the help through being a local celebrity or was a famous
of a sender, a receiver, and channel of student of particular school). The second
communication, it transfers complicated, criterion would be his or her image, acting as a
delicate and argumentative information. symbol or representation of the meaning of the
Communication needs the full understanding of object (a well-dressed, professional and
behaviors associated with the sender and successful person). The third criterion is
receiver. It is the exchange of facts, opinion, idea interpretation or marked meaning. If the object
or emotion between two or more than two and image (and, in this case, speech) are
persons of common interest. successful, then the audience will leave with an
understanding of how to proceed toward a life of
Goals of Communication
personal achievement.
“The goal of communication is to send
3. Encoding
information—and the understanding of that
information—from one person or group to Encoding is the process of collecting the
another person or group. This communication message (information, ideas and thoughts) into a
process is divided into several basic parts: A chosen design with the objective of making sure
sender pass a message through a channel to the that the receiver can understand it.
receiver.” “Primary Goal of communication Communication only begin when it results in
both the source and the receiver understanding
Communication is a complicated process that
the same information. People who are great
involves a sender and a receiver. The purpose of
communicators are great encoder; they know
communication is to send messages to inform,
how to present their message in a way that their
direct or educate. Effective communication
audience (receivers) can easily understand. They
produces desired businesses, productive
are also able to identify information that is
relationships and satisfaction between people.”
beyond what is needed, not important or even
Basic Elements of Communication Process accidentally causing someone to feel hurt, and
eliminate it in advance through an act of
1. Source preparing something.
4. Channel
An encoded message is delivered by the source receive a look of confusion and horror. And then
through a channel. There are numerous channel there are famous marketing bad experience, such
in similar ways: verbal, non-verbal, personal, as Aqua Teen Hunter Force’s LED signs that
non-personal, etc. A channel could be the paper were mistakenly known as explosive devices.
on which words are written, or the Internet Feedback is the moment of taking actions.
acting in the client-server model that is allowing Whether things go right or wrong, it serves as
you to read these words right now. A good one of the most important learning opportunities
communicator is one who understands which we have.
means of communication to use under different
8. Context
situations. Unfortunately, there is no perfect
channel. All channels or means of Context is simply the condition in which your
communication have strengths and weaknesses message is presented. It is the atmosphere,
(for example, smartphones are great tool for climate that exists when people communicate
communication, but a marriage proposal is best with each other. Not necessary to say, context
done in person). can easily make or break the effectiveness of
communication.
5. Decoding
Levels of Communication (from interpersonal
This is where listening, and reading directions
to mass communication)
carefully, makes its claim to be recognized—
Key information
decode with care, my friends. As we discussed
in encoding, communication is only successful Intrapersonal communication is an inside
when it results in both the source and the communication process taking place within the
receiver understands the same information. For individual. This includes thought process
this to happen, there can be no errors in speaking aloud or writing to oneself as when one
processing. For example, a first-grader sitting in is writing in the form of prayer, meditation.
on a lectureon different equations, i.e. decoding Interpersonal communication involves two
is impossible if the decoder cannot even persons or a small group such as family.
understand the message.
The number of participants define interpersonal
6. Receiver communication.
At the end, the message is delivered to the  Dyadic communication - when two persons
receiver. A good communicator takes the are actively participating.
receiver and to be around the edge of reference  Group communication - when there are three
into consideration; how they will received and or more persons actively participating in face-to-
reacts based on common ground is shared, its face and able to present immediate response or
their sense of humor, and moral conduct, etc. All feedback, such as meeting or in a class session.
of these things will affect how the receiver  Public communication - includes a large
understand the messages. group such as a public lecture or church
ceremony. In such situations there is a source
7. Feedback
who delivers a message in a monologue style
A better word will be “reaction” or “responses.” and feedback is minimal or
The source judges its success based on the with limits.
feedback it receives, so pay close attention. If
Category of Interpersonal communication:
Google’s servers hit something hard tomorrow,
there would be a lot of unable to understand 1. Direct interpersonal communication
sources. The same would be true if you have involves face-to-face communication between or
delivered a perfect marriage proposal, only to
among the communication between or among job doubt for workers when they are fully
the communicators. informed
Function No. 2 Increasing Public Awareness
2. Mediated interpersonal communication Our public understanding work takes a variety of
involves the use of technology such as telephone forms: press conferences, round tables, articles
or internet. written for exchanging of publications, and
interviews with the press. A good journalist who
Mass Communication involves the transmission is well-connected will gather up facts,
of message to large audiences using technology information and research and write on subjects
of communication. to increase understanding amongst readers of all
Journalism and It’s Functions groups. A good journalist will develop personal
style so it even becomes recognizable with a
A good journalist will collect facts, research and group of people who read a particular newspaper
investigate the subject matter based on a unique or magazine.
style, and formulate language that tells a story.
This story will grab the reader to such extent that Function No. 3 Interpreting the Facts
both the unique style as well as the story are "It is giving the reading public accurate
remembered and recommended. In this day and information as fully as the importance of any
age, however, gone are the days when a paper story dictates." - William Turner Catledge,
landed on your doorstep bringing you the main editor, The New York Times"
source of news you looked forward to reading
with your morning coffee. Function No. 4 Encouraging Decisions,
Influencing Change & Shaping Public
Journalism refers to the gathering, reporting, Opinion
and disseminating of news through mass media.
It is the system which arose to provide for The media has a very big impact in shaping the
society’s need for news and it arises from the public opinion of the masses. They can form or
citizens’ right to have access to the fact and change some part of the public opinion in
opinion about matters of public interest, which different ways depending on what is the
are of importance to the welfare, rights and objective. ... The candidates that can pay for
duties as citizens. more TV and media exposure have more power
to change the public opinion and thus can
Functions of Journalism are to Inform, receive more votes. Whether it’s print media or
Educate, Guide and Entertain. The press an on-line source, buyers are influenced very
performs a very important role as means of mass much so by advertising, alone, e.g., hair styles,
communication in the modern world. The press currently fashionable/seasonal wardrobes, and
tries to inform its reader objectively about what many, many other products such as pet food.
is happening in their community, country and the People do believe what they see in print, so
world at large. language is a good tool of causing people to
Function No. 1 Information believe, marketability or control, whatever term
you often use.
The idea of informing an organization is to give
data and information so that employees can Function No. 5 Entertainment Journalism
effectively complete their job. Information make Is any form of journalism main interest on the
sures that an employee is aware of the rules and entertainment business and its products. Like
procedures of an organization. It also removes fashion journalism, entertainment journalism
covers industry-specific news while aiming
general audiences beyond those working in the Journalism & Mass Communication. Journalists
industry itself. Entertainment journalism, work in all sorts of media and industries. You'll
however, has been growing very fast, maybe find them practicing strategic communication as
because of the fact that we live in a loud noise they work in:
culture society that is purely entertained by
 advertising,
media coverage of favorite actors, singers, etc.,
 public relations,
which is not trying to go out on a part to redefine
 marketing,
news or good quality reporting. Perhaps the
 and in areas such as health care, politics,
silver lining is the fact a reporter has the
gaming, and entertainment.
opportunity to meet a lot
of celebrities. There are varied career opportunities in
communications and journalism, including
RIGHTS & RESPONSIBILITIES
public relations specialist, news anchor, reporter,
Rights that flow from the constitutional author and radio broadcaster. Work
guarantee of freedom of the press: environments in communications and journalism
can include offices, broadcasting studios and
1. The right to free access to all sources of
home offices.
information
2. The right to investigate stories that are of Journalism is a way of collecting, analyzing,
interest to the pubic proving, and presenting news regarding current
3. The right to protect the identity and events, trends, issues and people. ... Journalism
confidentiality of one’s sources is sometimes described as the "first version of
4. The right to publish stories without fear of history," because journalists often record
punishment important events, creating news articles on short
deadlines.
At the same time, the journalist is expected to
adhere to certain principles of professional Important terms
conduct by American Society of Newspaper
1. Code is a set of laws ore regulations; a set of
Editors in 1923:
ideas or rules about how to behave in accordance
 Truthfulness of information with the norms in the society. (Meriam
 Clarity of information Dictionary)
 Defense of the public’s rights 2. Freedom of expression and information- a
 Responsibilities in forming public opinion right given by the constitution and defined by
 Standards of gathering and presenting the United Nations Declaration of Human Rights
information as stated below:
 Respecting the integrity and presenting
a. Article 15: The right to form, hold receive and
information
impart opinions.
 Respecting the integrity of sources
b. Article 16: Free and equal access to
 Prohibition of discrimination on the basis of
information inside and outside state borders.
race, ethnicity, religion, and other characteristics
c. Article 19: The freedom to hold opinions
 Respect for privacy
without interference and to seek, receive, and
 Prohibition of bribes and other benefits
impart information through any media.
 The need to respect universal values and the
diversity of cultures BACKGROUND CHECK
 The need to promote human rights
JOURNALISM
CAREER AND OPPORTUNITIES
Journalists as practitioners are expected to readers, listeners, viewers and to each other
follow certain principles of professional including to the organization they belong.
conduct. The first set of these principles were
ADVERTISEMENT
published by the of American Society
Newspapers Editors in 1923. The Philippines as The advertising industry makes also efforts to
one of the many counties in the world has also establish their own ethical standards. In our
adopted these principles and by which serve as country, the Advertising Board of the
their code of conduct as mass media Philippines, the chief regulating board for all the
practitioners. Among these are: largest advertising associations which includes
the Association of Accredited Advertising
 Truthfulness of Information
Agencies has sought to craft code of ethics
 Clarity of Information
including the implementing procedures to
 Prohibition of discrimination on the basis of
provide standards about advertisements should
race, ethnicity,religion, and other characteristics
not do. Among these are the following:
 Respect for privacy
 Prohibition of bribes and other benefits  Undermine the public’s regard for
 Standards of gathering and presenting government, law, and duly constituted authority.
information  Exploit or tend to promote physical, verbal, or
 Respecting the integrity of sources psychological violence or the use of deadly
 Defense of the public rights weapons.
 Responsibilities in forming public opinion  Disparage, ridicule or attack any natural
 The need to respect universal values and the person or groups of persons especially on the
diversity of cultures basis of gender, socio-economic class, religion,
 The need to promote human rights, peace, race, or nationality. Disparage, ridicule or attack
social progress and democracy any natural person or groups of persons
especially on the basis of gender, socio-
Moreover, the Code of Ethics which were drawn
economic class, religion, race, or nationality.
by the Society of Professional Journalists
 Depict the actual act of drinking alcoholic
defined these principles as standards for
beverages or smoking tobacco products.
professional and ethical journalism practice as
follows: PUBLIC RELATIONS
 Seek truth and report it. Journalists should  Public relations is a strategic communication
at always adhere to the accuracy and honesty of process that builds strong mutual understanding
the information. Be courageous to gather between and among people in any organization.
information, interpret it correctly and report  The Public Relations Society of America’s
what has been gathered, analyzed and Code of Ethics outline the principles and
interpreted. standards of professional practice.
 Minimize harm. Ethical journalists should
treat the information, the subject and other Example:
people they are having service with as human A member shall preserve the free flow of
beings with dignity that has to be respected. unprejudiced information when giving or
 Act Independently. Journalists should be free receiving gifts by ensuring that gifts are
of obligation to any interests other than the right nominal,legal and infrequent.
of the public to know. Improper conduct under this provision:
 Be accountable. Journalists are accountable
to whatever they have reported in print or non- A member representing a car manufacturer gives
print materials. They are accountable to their an expensive unit item to a car magazine
columnist to influence the writer to write Audiences are also called receivers. They are
favorable articles about their product. formed by two factors which are:
The Public Relations Society of the Philippines
1. Social context- people of the same
also has its code of ethics.
background with shared culture, understanding
The following are some of these: information needs.
2. Response to media content- audiences from
 Conduct professional way of life with the
news show, variety show, soap opera and others.
interests of the public as basic and primary guide.
 Conduct activities in full accordance with the To know the audience one who is talking to, one
accepted standards of trust, objectivity, accuracy, has to assess the fundamental background like
and good taste. the awareness and knowledge of the audience of
 Uphold the rule of law and the dictates of the idea to be presented. For example if the
public order, public policy, morals and good speaker knows already that the audience has
customs. already several knowledge about the topic then
 Refuse any form of valuable consideration for he/she has to provide more explanations, facts
a service, involving the profession, from anyone and examples to support his/her points for the
other than the clients or employers, even if it audience to be convinced
does not involve conflicting interests,unless all and persuaded.
interested parties give full consent.
Media sociologist Denis McQuail (1997) noted
 Safeguard the confidence of our present and some ways to define who are the audience
former clients or employers by keeping trade namely:
secrets of or other information of similar or
 By place- audience in the case of a newspaper
nature, unless a competent government
 By people- as when media content appeals to
authority, by reason of national security or
a certain age group, gender, political belief or
public policy, orders their disclosure.
income category
CLIENTELE AND AUDIENCES  By the particular type of medium or channel
involved - the audience of radio may differ from
Have you experienced attending a gathering in
the audience of television.
your barangay or in your municipality and listen
 By the content of the message of a medium -
to someone who is delivering his/her message to
talk shows and and soap operas with many
the people but you did not understand well the
different audiences
person who is talking? Things like the message
 By times - as in daytime, primetime or
was not really intended for them or for you? Or
weekend audiences.
the language used was so complicated and not
suitable for the people who are listening? The 1. Individuals as Audience
discipline of communication is also called as
Every day you engage in a communication. As
communicology. In the process of
one one cannot escape it along the different
communication one has to convince or persuade
levels of communication whether intrapersonal,
the people who are listening or giving attention
interpersonal or in mass media. We do this of
which we called as audience. When you watch
different reasons. People communicate to be
TV shows, read newspapers or watch a film, you
informed and to inform, to gain guidance for
become an audience. Can you recall the last time
one’s own opinion and to have an identity or be
you watch a TV show and you are convinced
a member within a group. Research says that
with what they are saying or you are already
among the benefits one gets from
influenced by them?
communication are the following:
 Information and Education understood the topic
 Guidance 3. Information background. If you need to
 Advice persuade or convince them with your idea you
 Socialization and Relaxation need to know their level of awareness of the
 Identity formation topic
 Security 4. Awareness of interests. You need to know
 Build mutual relationship what the community likes or have interest to
5. Education. People in the community acts as
2. Groups and Organizations as Audience
audience because of the reason that they need to
Organizations communicate with others for a know about the topic.
variety of reasons. Innet and
COMMUNICATION IN VARIOUS
Schewchuk in 1995 said that there are
SETTINGS
communication needs of organizations.
These are: Have you experienced to receive an information
or announcement from your barangay? Or a
2.1 To inform. It is communicating to the
written communication from any business
audience like what you can do for them or what
industries in your place or from a legit
advice you could give them or vice versa.
organization like from charitable groups or
2.2 To build understanding. It is encouraging the
church-related groups? Have you thought about
audience to improve their lives like stopping
who made the communication? Or from whom
from smoking which appeals to their feelings
does it come from and the reason why the
and thinking.
communication was made? These are some of
2.3 To resolve conflicts. Empathy can prevent
the questions you need to consider upon learning
conflicts as misunderstanding really exist in
this lesson. The following are some of the
an organization.
settings in which communication takes place.
2.4 To present and idea. In an organization
presenting an idea is a need but one has to know 1. Communication in Government
also the correct manner in presenting it.
Government communication can be defined as
2.5 To lower barrier between groups and
all activities done by the public sector
individuals. Prejudices and discrimination may
institutions that the government supervises for
exist if communication process is not done in a
the purpose of presenting and explaining
correct manner thus one has to know the
government plans, decisions and actions. It is
audience very well.
also used to promote legal processes, defending
3. Community as Audience recognized values and to foster patriotism.
It could either be in oral or written in all formal
Community is the most organic place we do
activities. As such it could also be active where
communication. When you go out from your
it provides all general information in an
house and interact with your friends, your
organized fashion to the public for all activities
neighbor or to everyone in your place you do
of the government are planned, systematic and
communication to them. But you still have to
financed. On the other hand, it is passive when
know that in the discipline of communication
the administration transmit information to any
when you consider the community as your
individual, group or organization who request
audience you need to remember the following
under certain provisions in the law access to
needs:
information.
1. Right language. This must be simple and
A. Types of Government Communication
easy to understand words
2. Time. Extend more efforts to let them be
1. Government-wide communication. Process of Communication
Communication occurs in all structured
In understanding the process of communication
communication where its purpose is for
in any organization, patterns on where
presenting government activities like to explain
information and messages go is critical. This is
decisions, and present actions.
called the directionality of communication.
2. Communication relating to benefits. Among these are the following:
Communication occurs to ensure beneficiaries
1. Vertical Communication- refers to sending
are receive by the people to avail services.
or receiving messages between levels of
3. Involving Institutional Communication. hierarchy or order whether upward or
Communication to enhance the visibility and downward.
influence of an organization. This type of 2. Horizontal Communication- refers to
communication is to clarify the values to be sending or receiving messages within the same
conveyed and incorporating these values in all levels
communication activities and implementing the of hierarchy.
appropriate procedures. 3. Downward Communication - is used to send
messages from lower a higher rank to a lower
2. Communication in Civil Society
rank.
Communication done by a Non-government
Terms in the Communication Process
organizations (NGOs) is an example of this
setting. Different advocacies like Greenpeace,  Encoding is putting ideas or information into
animal rights, environmental protection are symbols.
examples of these.  Decoding is transforming message back into
thoughts.
3. Communication in Private Sector
 Message is the information source.
Communication in any business industries where  Receiver is the one who receives the
information, persuasion and mobilization are the information.
primary needs of the private sector.  Sender is the person who share the
information.
4. Other Settings  Response is the receiver’s reaction to the
a. Schools - communication for instruction and message.
socialization to inform stakeholders like parents,  Feedback is the the receiver’s reaction that is
faculty and students. given back to the sender.
b. Communities are organized in varying  Noise is the unplanned interference.
degrees of structure and using different systems. COMMUNICATION MEDIA CHANNELS
c. Online communication- done in social
networking sites like fb, twitter, etc. A media channel refers to the specific method
used in transmitting messages or information to
Tools of Communication an intended audience. These come in a form of
1. Print Materials - Newspapers, reports, the examples stated in the activity above like
books, posters, brochures, etc. television and radio (the broadcast media),
2. Non-print materials - Videos, TV shows, newspaper (print media), Facebook, Twitter and
radios, presentations Instagram (social media) and this new media
3. Technologies- cellphones, telephones, tablets, which is today’s method of communicating in
computers and laptop the digital world.
4. Online Tools- Social Media, electronic mails
1. Mass Media is a means of communication networks also provide us with the access to the
which is intended for large audiences. internet using systems and devices.
This is divided into two, Print and Broadcast. Module 5
a. Print media includes newspaper and FUNCTIONS OF APPLIED SOCIAL
publication which tell about news stories, SCIENCES TO SELF-DEVELOPMENT
opinions, businesses and advertisements.
1. Counseling – offers guidance to individuals
b. Broadcast media comes in a form of radio
in various situations of conflict, confusion, and
and television where it is more influential and
crisis and provides the tools for the individual to
dominant to transmit news and information.
address issues of self-development.
2. New Media is a term which refers to all that
2. Social Work – offers a wide range of
is related to the use of internet and the interplay
services, particularly in aid of liberating the
between technology, images and sound that help
marginalized individuals and facilitating
improve the process of communication
participation in the public goods and services
especially in the advent of the 21st century.
that are necessary for self-development.
a. Social media is a subset of new media which
3. Communication – empowers the individual
dominated much of the world populace and seen
with listening and speaking skills in order for
most influential medium of communication
them to be effective. The individual has to be
especially to teenagers. Internet is a must in this
sure that the message comes across accurately
channel where it does not only cover a portion in
by considering the message itself, the audience
a certain place but it can reach anyone in the
or receiver, and how the message is likely to be
globe as long as there is internet. Examples of
received.
these are:
FUNCTIONS OF APPLIED SOCIAL
 Social networking sites (facebook, twitter,
SCIENCES TO PERSUASION
instagram, tumblr, etc.)
 Wikepedia PERSUASION
 Youtube
 Virtual games (DOTA, Mobile legends, In careers related to communication like mass
Cross-fire, Rules of Survival, and others) media, advertising, and business, persuasion is
 Technologies (blogs, email, instant very essential. To persuade means:
messaging)  Being able to convince other people to change
3. Telecommunication refers to channel of their attitudes or behavior regarding an issue
communication where information and messages through the communication of messages in an
are exchanged over long distances. Usually this atmosphere of free choice.
channel use computer, cellphones and telephone One cannot persuade a person unless he/she has
where information is sent or received through a a foundation on social sciences. It is very
communication connection. In the Philippines, important that those who make the messages or
this can be an example through large advertisements that want to persuade a client or
telecommunication networks like SMART, Talk customer must be knowledgeable about the
‘N Text, PLDT, TM, Globe and Sun Cellular culture of the people in which the messages is
among others which provide communication being communicated.
connection for us to call or have conversation to
someone over long distance. We can also use the The heart of persuasion is the ability to
internet connection that we have as these understand well one’s audience and its
complexity.
Persuasion energizes itself to move audiences to FUNCTIONS OF APPLIED SOCIAL
desired and immediate action. SCIENCES TO ORGANIZING ADVOCACY
AND MOBILIZATION
FUNCTIONS OF APPLIED SOCIAL
SCIENCES TO ARTS AND ADVOCACY AND MOBILIZATION
ENTERTAINMENT
Advocacy groups are organized to inform and
ART AND ENTERTAINMENT educate on public issues, and influence people
on the development of policies. Advocacy
Applied social sciences are also used in the arts
groups also play important roles in the
and entertainment industry. Arts and
development of political and social systems.
entertainment are reflections of a country’s
Applies social sciences is a good background for
culture and society. To be able to understand and
advocacy and mobilization because this field
analyze the development and new trends in the
studies politics, governance, social and political
arts and entertainment, it is important to be
dynamics which are very important background
familiar about the people’s social and cultural
for advocacy works.
conditions.
The following are some of the different activities
As new forms and delivery systems for
of advocacy. All these activities require
entertainment flourished, there is great
knowledge of the applied social sciences. It
importance to understand the needs of the
includes the following:
viewing public. It is important to cope with the
changing demands of the viewers in order to get 1. Community organizing and mobilization – It
the viewer’s attention. The applied social is about helping to mobilize constituents and
sciences prove to be significant in this aspect build power with their communities.
because a strong foundation in the study of the 2. Information dissemination – Providing
people’s viewing behavior and patterns are communities and people the right information on
emphasized in this field. important political, social and economic issues
affecting them.
FUNCTIONS OF APPLIED SOCIAL
3. Research – Conducting research that reflects
SCIENCES TO NEWS AND
the needs of the communities.
INFORMATION
4. Training – Training sessions that will teach
NEWS AND INFORMATION successful strategies and skills for personal and
community development.
Applied social science is also important in the
field of journalism. The news and current affairs FUNCTIONS OF APPLIED SOCIAL
sector emphasize the need for a balanced, SCIENCES TO EDUCATION
objective, and truthful rendering of the political
EDUCATION
and other important events as they actually
happened. The academe is one of the most relevant career
tracks that applied social scientists can pursue.
Practitioners in the applied social sciences have
The multidisciplinary approach in the study of
enough training in this regard because they have
the applied social sciences can equip students
a good foundation in history and political
with the skills and expertise to work in schools,
science. Through the application of these fields,
colleges, and universities. These are a significant
applied social scientist have enough skills to be
number of subjects offered in the general
able to write and report news accurately and
education curriculum in the secondary and
objectively.
tertiary levels that applied social scientists can
teach. These include history, society and culture, clienteles of social work to improve their well-
and politics and government. being and social functioning. They can also fit
well in all other sectors requiring the application
The four pillars of education according to
of psychological knowledge, including the
UNESCO Education throughout life is based on
human resource offices, market research,
four pillars: learning to know, learning to do,
community services, health and social welfare.
learning to live together and learning to be.
With the applied social sciences processes,
1. Learning to know, combinines a sufficiently standards in social service delivery are observed.
broad general knowledge with the opportunity to A set of core values is considered in the delivery
work in depth on a small number of subjects. of human and social services. Services are given
This also means learning to learn so as to benefit with quality. Social justice is pursued. Every
from the opportunities education provides person is considered to have dignity and worth.
throughout life. The importance of human relationships is a
factor in social service delivery. Integrity and
2. Learning to do, acquires not only an competence are expected of all professionals in
occupational skill but also, more broadly, the the practice of social service. People in need are
competence to deal with many situations and helped by social workers to address social
work in teams. It also means learning to do in problems. Social injustice is challenged.
the context of young peoples' various social and
work experiences which may be informal, as a Social Awareness, Self-Awareness, and Self-
result of the local or national context, or formal, Knowledge
involving courses, alternating study and work.
Social awareness, self-awareness, and self-
3. Learning to live together, develops an knowledge are very essential for quality
understanding of other people and an participation and functioning in society for they
appreciation of interdependence - carrying out incorporate one’s appreciation of both the inner-
joint projects and learning to manage conflicts - ecology and the
in a spirit of respect for the values of pluralism, social ecology.
mutual understanding and peace.
Social awareness is important for managing
4. Learning to be, develop one's personality be own response to change and it forms an essential
able to act with ever greater autonomy, part of interpersonal intelligence.
judgement and personal responsibility. In that
Self-awareness is an important step toward self-
connection, education must not disregard any understanding and self- mastery and it forms an
aspect of a person's potential: memory, essential part of intrapersonal and emotional
reasoning, aesthetic sense, physical capacities intelligence. It means having the capacity to
and communication skills. understand your personality, behaviors, habits,
Applied social sciences come with a wide range and emotions. It includes being conscious of
of practitioner skills in areas such as counselling what you are good at (strengths) as well as of
and case management, and the knowledge and what you are not good at (weakness).
experience to be able to work with individuals, Attitude and Value Change
groups, and communities to improve their well-
being and social functioning. Tensions emanating from technological, social
and economic change bring about attitude and
Applied social sciences offers a wide range of value change. With all changes happening
practitioners in their field of expertise in especially in the climate change context, social
different areas such as advocacy, counseling and and cultural values that may not be in support of
case management to be able to work with the
survival need to give way to those that are life Today, the concept of family remains to be the
nurturing. basic unit in human relations but does not
necessarily imply living together.

3. The institution of marriage was confined to

Behavioral Change
opposite sex partners but today, there is a
Behavior is acquired or developed slowly and growing acceptance of same-sex unions and
once it’s part of your life, you will learn the marriages across the globe.
difficulty of behavioral change. It is hard to
Some Structural Changes in the Communities:
break old habits or adopt new ones. Making a
permanent change in behavior is never a simple Personal and family relations;
process, and it requires substantial commitment 2. Gender;
of time, effort and emotion. Behavioral change 3. Overseas migration of Filipino
management is never easy, but psychologists, workers;
therapists, physicians, and teachers have 4. Domestic violence;
developed a number of ways to effectively help 5. Single parenting;
people change their behaviors. 6. Community life;
7. Criminality; and
Structural Change
8. Substance abuse
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