LESSON 14:

The Clientele And

Audiences In
Communication
 14.1. CHARACTERISTICS OF CLIENTELE
AND AUDIENCES OF COMMUNICATION

• Social Position * Primary Language

• Educational Level * Health Status
• Age Range * Race and Ethnicity
• Job Type * Information
Sources
14.2. NEEDS OF VARIOUS TYPES OF CLIENTELE
AND AUDIENCES OF COMMUNICATION

On 28 April 2015, the Philippines and the world

awaited an execution of a 30 year old Filipina and
mother of two together with eight other prisoners in
Indonesia. Mary Jane Veloso, was caught with 2.6kg
of heroin at Yogyakarta airport in Indonesia and later
accused of drug trafficking in April 2010. In October
of 2010 she was sentenced to death.
 14.3. THE INDIVIDUAL AS CLIENT OF
COMMUNICATION

In the case of Mary Jane Veloso, every passing times was

certainly a moment of resignation and anguish. Hodgetts
(2002) presents four major barriers to communication
that in a situation like this can make things more
traumatic, perception, inference, language and status.
14.4. THE GROUP AND ORGANIZATION
AS CLIENT OF COMMUNICATION
Groups and organizations tend to have
communication needs that are specific
to them. In the Veloso case, groups and
organizations may be identified as
family and friends migrant
organizations, the legal team, media
 14.5. THE COMMUNITY AS CLIENT OF
COMMUNICATION
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 be relevant to the
community. The most evident community to
recognize in the case of Veloso would be the
Filipino community and the OFW community in