THE STO.

NIÑO FORMATION AND SCIENCE SCHOOL-NIGHT CLASS

San Roque, Rosario, Batangas
School Year 2020-2021
SENIOR HIGH SCHOOL DEPARTMENT

Welcome to our 3rd Module for Second Semester

In this module, we will discuss Chapter 3 in Discipline and Ideas in Applied Social Science which is:

d CHAPTER 4: COMMUNICATION

Let’s start our learning here!

LESSON 1: THE DISCIPLINE OF COMMUNICATION

TRANSMISSION MODELS OF COMMUNICATION

 Sender or Source
 Message
 Channel
 Receiver
 Encoding and Decoding
 Noise
 Context
 Feedback
 Effect

THE RITUAL MODEL OF COMMUNICATION

 Communication is linked into such terms a sharing participation, association, fellowship and the possession of common
faith. A ritual view is not directed towards the extension of messages in space, but the maintenance of society in time;
not the act of imparting information but the representation of shared beliefs.

FUNCTIONS OF COMMUNICATION AND MEDIA

Five main functions are usually attributed to communication in society namely:

 Surveillance
 Interpretation
 Socialization
 Entertainment
 Mobilization

Below is an inventory of the tasks of the communication and media in society

 Information
 Indicating Relations of Power
 Correlation
 Socializing
 Consensus-building
 Continuity
 Entertainment
 Mobilization

LEVELS OF COMMUNICATION

The distinction between levels are based on characteristics such as the number of people involved in the communication
act; the locations of communicators; immediacy of the communication exchange; the communication context.

 Intrapersonal Communication-is an internal communication process taking place within the individual
 Interpersonal communication-involves two persons or small group such as a family
1|Page RIO JAENA T. DIMAYUGA
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 THE STO. NIÑO FORMATION AND SCIENCE SCHOOL-NIGHT CLASS
San Roque, Rosario, Batangas
School Year 2020-2021
SENIOR HIGH SCHOOL DEPARTMENT

 Direct Interpersonal Communication-involves face to face communication between or among the communicators
 Mediated interpersonal communication involves the use of technology such as telephone or Internet.
 Mass communication-involves the transmission of messages to large audiences using technology of communication
 Computer-mediated communication-refers to any communication taking place using the computer and internet-based-
technologies

LESSON 2

PROFESSIONALS AND PRACTITIONERS IN COMMUNICATION

2.1 JOURNALISM

JOURNALISM AND ITS FUNCTIONS

 Journalism refers to the gathering, reporting and dissemination of news through thee mass media.
 It is the system which arose to provide for society’s need for the news and it arises from the citizens’ right to have
access to fact and opinion about matters of public interest.
 Various functions have been attributed to journalism also referred to as the press. Among these are,on one hand, as
informer, interpreter, and instrument of government.

RIGHTS AND RESPONSIBILITIES

 Free access to all sources of information

 The right to investigate stories that are of interest of the public
 The right to protect the identity and confidentiality of one’s sources
 The right to publish stories without fear of punishment

The Code of Ethics drawn up by the Society of Professional Journalists define the principles and standards of journalism
practice as follows:

 Seek truth and report it

 Minimize harm
 Act independently
 Be accountable

2.2 ADVERTISING

 Advertising is a “ paid, mediated form of communication from an identifiable source, designed to persuade the reader
to take some action now or in the future.
 The key elements in this definition are: mediated, action

Advertising serves the following functions in business and society

 As marketing tool
 As transmitter of information
 An economic stimulant
 A purveyor of values

PROFESSIONAL AND ETHICAL STANDARDS

The advertisement should not:

 Undermine the public’s regard for government,law and duly constituted authority
 Exploit or tend to promote physical,verbal or psychological violence or the use of deadly weapons
 Disparage,,ridicule or attack any natural person or groups of persons especially on the basis of gender, social or
economic class, religion, race or nationality
 Depict the actual act of drinking alcoholic beverages or smoking tobacco products.

2.3 PUBLIC RELATIONS

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 THE STO. NIÑO FORMATION AND SCIENCE SCHOOL-NIGHT CLASS
San Roque, Rosario, Batangas
School Year 2020-2021
SENIOR HIGH SCHOOL DEPARTMENT

PUBLIC RELLATIONS AND ITS FUNCTIONS

 Public relations is a strategic communication process that builds mutually beneficial relationships between
organizations and their publics.

STANDARDS AND RESPONSIBILITIES

 A member shall preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts
are nominal,legal and infrequent.
 A member shall be honest and accurate in all communications. Reveal the sponsors for causes and interests
represented. Avoid deceptive practices.

LESSSON 3

AUDIENCES AND THEIR COMMUNICATION NEEDS

 The people who watch television shows, read the news, watch a film and so on comprise the audience.
 The media sociologist Denis McQuail has noted that an audience can be defined in different and overlapping ways,
namely: by place, by people, by particular type of medium or channel involved, by the content of the message of a
medium, by times
 McQuail provided a typology of media-person interactions, as follows: Diversion, Personal relationships, Personal
Identity, Surveillance
 Experts on communication planning have identified the communication needs of organizations as follows: To inform,
To build understanding or change behavior, To resolve conflict or prevent misunderstandings, To present a point of
view or project and image, To lower barriers between groups and individuals
 Among wide variety of communication media which organizations can use to fulfill these communication needs are:
Paid Advertising, Print Materials, Media Relations, Public Service Announcements, Community Relations,
Government Relations, Organization/Corporate Communications, Internal Communications

3|Page RIO JAENA T. DIMAYUGA

This is a property of SNFSS-NC Discipline and Ideas in Applied Social Science
 THE STO. NIÑO FORMATION AND SCIENCE SCHOOL-NIGHT CLASS
San Roque, Rosario, Batangas
School Year 2020-2021
SENIOR HIGH SCHOOL DEPARTMENT

LESSON 4

COMMUNICATION IN VARIOUS SETTINGS

COMMUNICATION IN GOVERNMENT

 The government refers to the institutions,the group of people,the processes and the authority that runs our society
according to set of rules.
 A responsible and responsive government provides its citizens with timely, accurate,clear and complete information
about its programs, services and policies.
 The communication function may be centralized in the national level in a ministry such as Ministry of Public
Information.

COMMUNICATION IN THE PRIVATE SECTOR

 The private sector refers to businesses and industries run by individuals and companies rather than by government.
 Among the essential communication needs of the private sector are information, persuasion and mobilization.

CIVIL SOCIETY

 A comprehensive definition of civil society is that adopted by the World Bank, thus: the wide array of
nongovernmental and not-for-profit organizations that have a presence in public life, expressing the interests and values
of their members or others, based on ethical, cultural, political, scientific, religious or philanthropic considerations.
Civil Society Organizations therefore refer to a wide array of organizations.
 NGOs usually have internal communication arms or they hire communication agencies to develop and carry out their
communication strategies.

NOTE: Cut out this portion and paste it on your notebook.

Name:____________________________________ Section:____________________________
Lecture Time: 3:20 PM Working Time: HUMSS 11 A- 5:10-5:50
Date: HUMSS 11 B- 5:10-5:50

WRITTEN OUTPUT NO. 1

DIRECTION: Match the items in Column B with those in Column C. Indicate your answer by writing the corresponding letter
in Column A.

A B C
1. Transmission model of communication A. Meditation, prayer, writing in a diary
2. Ritual of Model of Communication B. Communication is viewed as the sharing of
meanings such as values and traditions
3. Surveillance C. When interpersonal communication involves the
use of technology such as telephone or internet
4. Socialization D. Mass
5. Intrapersonal communication E. When meaning is expressed through codes such
as color, pitch of a sound.
6. The audience of mass communication F. Communication as a process of transmission of
messages from one point to another.
7. Computer-mediated communication G. News and information role of communication
8. Mediated interpersonal communication H. Communication's ability to trigger mass action
9. Effect I. The process of transmission of values in a society
10. Nonverbal Messages J. The consequence or result of communication
K. Interference that prevents a message from being
understood
L. Communication that occurs using computer and

4|Page RIO JAENA T. DIMAYUGA

This is a property of SNFSS-NC Discipline and Ideas in Applied Social Science
 THE STO. NIÑO FORMATION AND SCIENCE SCHOOL-NIGHT CLASS
San Roque, Rosario, Batangas
School Year 2020-2021
SENIOR HIGH SCHOOL DEPARTMENT

Internet-based technologies

NOTE: Cut out this portion and paste it on your notebook.

Name:____________________________________ ` Section:____________________________
Lecture Time: 3:20 PM Working Time: HUMSS 11 A- 5:10-5:50
Date: HUMSS 11 B- 5:10-5:50

WRITTEN OUTPUT NO. 2

Answer the following in 200 words.

1. Why is ritual communication important in society?

______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________

2. In what ways can interpersonal communication be more effective than mass communication

______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________

Name:____________________________________ Section:____________________________
Lecture Time: 3:20 PM Working Time: HUMSS 11 A- 5:10-5:50
Date: HUMSS 11 B- 5:10-5:50

WRITTEN OUTPUT NO. 3

A. Complete the following sentences.

1. The most important purpose of journalism is ________________

2.An event is newsworthy if _________________

3. Journalists should be independent of any interests and therefore should not accept ________________

4—5. Advertising is important in society because it serves as _________and__________

6.Advertising is criticized because it promotes___________________

7. Public relations is a communication process that builds relationships between organizations and their _____________

8—9. Among the tools of public relations are___________ and_____________

10. To enable journalists to perform their functions, they enjoy right such as____________________

Name:____________________________________ Section:____________________________
Lecture Time: 3:20 PM Working Time: HUMSS 11 A- 5:10-5:50
Date: HUMSS 11 B- 5:10-5:50

WRITTEN OUTPUT NO. 4

Answer the following in 300 words.

1. During political crises, governments tend to supress the news media. Why ?
5|Page RIO JAENA T. DIMAYUGA
This is a property of SNFSS-NC Discipline and Ideas in Applied Social Science
 THE STO. NIÑO FORMATION AND SCIENCE SCHOOL-NIGHT CLASS
San Roque, Rosario, Batangas
School Year 2020-2021
SENIOR HIGH SCHOOL DEPARTMENT

2. Does television tackle development-related issues like climate change, quality education, good governance and the
like? Examine the content of the prime-time programming of a television channel of your choice. Use your findings to
answer this question.

NOTE: Cut out this portion and paste it on your notebook.

Name:____________________________________ Section:____________________________
Lecture Time: 3:20 PM Working Time: HUMSS 11 A- 5:10-5:50
Date: HUMSS 11 B- 5:10-5:50

WRITTEN OUTPUT NO. 5

A. Indicate whether the following statements are true or false

_____________________1 . A good newspaper must carry only news stories.

_____________________2. Opinions and advertisements do not have a place in newspapers.

_____________________3. The actions of public officials are newsworthy because these affect citizens.

_____________________4. Radio is a popular mass medium because it appeals to those who may not be highly educated.

_____________________5. Entertainment is the primary communication function of television.

_____________________6. Television's main strength is its capacity to transmit live images and sound.

_____________________7. Most television and radio stations are commercial enterprises.

_____________________8. Commercial radio and TV obtain their revenues from advertising.

_____________________9.TV is an important medium of communication during election times.

_____________________10. Social media .is thought of as powerful because of their influence on consumer behavior.

Lecture Time: 3:20 PM Working Time: HUMSS 11 A- 5:10-5:50

Date: HUMSS 11 B- 5:10-5:50

WRITTEN OUTPUT NO. 6

Discuss the following in an essay of 300 words.

1. What are the advantages and disadvantages of radio and newspapers in a rural setting? If you want to reach and
influence as many people as possible in a rural area, which medium will you use? Explain your answer.
2. The new media allows individuals to create and receive their own messages. The Wikipedia is an example of a new
media form that thrives on user-generated content. Do you think user-generated content is credible? Explain your
answer.

Lecture Time: 3:20 PM Working Time: HUMSS 11 A- 5:10-5:50

Date: HUMSS 11 B- 5:10-5:50

PERFORMANCE TASK 1

Make an advertisement related to COVID 19. You may choose on the following topic /ideas: Health, Product,
Information Environment-Friendly Behavior. Your Performance task should be a 30 seconds Advertisement.

Lecture Time: 3:20 PM Working Time: HUMSS 11 A- 5:10-5:50

Date: HUMSS 11 B- 5:10-5:50

PERFORMANCE TASK 2

Make a word cloud using the concepts of Elements of Communication.

6|Page RIO JAENA T. DIMAYUGA

This is a property of SNFSS-NC Discipline and Ideas in Applied Social Science
 THE STO. NIÑO FORMATION AND SCIENCE SCHOOL-NIGHT CLASS
San Roque, Rosario, Batangas
School Year 2020-2021
SENIOR HIGH SCHOOL DEPARTMENT

Example:

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This is a property of SNFSS-NC Discipline and Ideas in Applied Social Science