LYCEUM OF THE EAST-AURORA

Brgy. Florida, Maria Aurora, Aurora

LYCEUM OF THE EAST -AURORA

Discipline and
DISCIPLINE AND IDEAS IN
APPLIED SOCIAL SCIENCE
Ideas in QUARTER 2 - MODULE 4

Applied Social
THE DISCIPLINE OF COMMUNICATION

Science
Quarter 2, Module 4
RICARDO A SUBAD, Subject Teacher

2020-2021
12
 LYCEUM OF THE EAST-AURORA
3202 BRGY. FLORIDA, MARIA AURORA, AURORA
S.Y. 2020-2021

QUARTER 2
MODULE 4
THE CLIENTELE AND AUDIENCES IN COMMUNICATION
At the end of the lesson, the students should be able to :
1. Define the needs of various types of clientele and Audiences of communication
2. Describe the characteristics of clientele and audiences of communication;
3. Describe the individual, group and organization, and community as a client of communication

ELICIT
Describe in two sentences the clientele and audiences of communication. Use the space provided below.

ENGAGE
Write down below one statement that you really want to express. Now think of how you will express or say it to
different people in your life. How would it sound if you were say it to your parents, your teacher, your school
principal, your close friend, or your seatmate? Will your way of expressing the same sentiment differ when said to
different people? Why do you think so?
EXPLORE
Communication connotes ‘communion’,’community’,’making common’, or ‘to share’. The message
transmitted is intentional and is meant to convey meaning from a sender to receiver through a medium or channel that
includes struggle with interference and barriers.

Communication is complex. We use writing, painting, dressing, dancing, and body language. Formally and
informally, every person communicates and therefore everybody is clientele and Audiences of communication.

CLIENTELE AND AUDIENCES

Have you experienced attending a gathering in your barangay or in your municipality and listen to someone
who is delivering his/her message to the people but you did not understand well the person who is talking? Things like
the message was not really intended for them or for you? Or the language used was so complicated and not suitable
for the people who are listening?

The discipline of communication is also called as communicology. In the process of communication one has
to convince or persuade the people who are listening or giving attention which we called as audience. When you
watch TV shows, read newspapers or watch a film, you become an audience. Can you recall the last time you watch a
TV show and you are convinced with what they are saying or you are already influenced by them?

Audiences are also called receivers. They are formed by two factors which are:

1. Social context- people of the same background with shared culture, understanding information needs.

2. Response to media content- audiences from news show, variety show, soap opera and others.

To know the audience one who is talking to, one has to assess the fundamental background like the awareness
and knowledge of the audience of the idea to be presented. For example if the speaker knows already that the audience
has already several knowledge about the topic then he/she has to provide more explanations, facts and examples to
support his/her points for the audience to be convinced and persuaded.

Media sociologist Denis McQuail (1997) noted some ways to define who are the audience namely:

 By place- audience in the case of a newspaper

 By people- as when media content appeals to a certain age group, gender, political belief or income
category

 By the particular type of medium or channel involved - the audience of radio may differ from the
audience of television.

 By the content of the message of a medium - talk shows and and soap operaswith many different
audiences

 By times - as in daytime, primetime or weekend audiences.

Characteristics of Clientele and Audiences of Communication

All people are clientele and audience in communication. However, communication can only be effective when
communicators take into consideration the characteristics of the intended clientele and audience. Characteristics like
social position, education level, age range, race and ethnicity, primary language, health status, job type, and
information sources are worth considering.

Social position is the status that a person enjoys in a communication context. One may be a president or
leader, middle manager, a colleague or co-equal, or a subordinate in an organization of community. These social
positions dictate how one gets communicated to and how that communication has to be crafted, packaged, contained,
and delivered.

Education level may suggest the reading skills and healthy literacy and the ability to engage with more
complex topics-new and even unfamiliar. An audience that has limited literacy skills may find it difficult to use
written materials; with such audience, oral presentations may be more effective.

Age range can affect choice of communication format or distribution. The communication materials may be
relevant to people of all ages but the age of the audience may affect the communication format or distribution
channels. Social media websites and mobile texting for example may be more appropriate for providing information to
younger audience while printed materials, emails, phone calls, meetings, and memos may be more effective for older
audience.

Race and ethnicity is an important consideration in communication particularly in deciding on graphics and
photos.  It is important to design the graphics and photos in the communication materials to reflect the demographics
of the intended audience.

Primary language has to be considered if the message is to be effective. It the language used is different from
the one used by the target audience, there is a need to translate the communication materials into the primary
language.

Health status matters a lot as it dictates people's disposition to listening and responding and the ability to
make meaning out of the communicated material. Although people with certain health conditions tend to be more
informed health- care consumers with a greater awareness of issues within the health-care system, it is important that
the materials are more personal and relevant to specific health conditions or issues.

Job type of the audience can affect the format of materials and the distribution methods to be used. For an
audience without access to their own computers, disseminating the materials through an Internet site or email
messages may not be effective.

Information sources matter for they affect the format and distribution of the communication materials and
also the medium they trust. 

Needs of Various Types of Clientele and Audiences of Communication

Different individuals, groups, and communities have distinct communication needs. They want to send and
receive messages to and from other parties. Let us take a look at the following communication context to explore how
various types of clientele and audience of communication may be represented in the April 30, 2015 Mary Jane
Veloso case.

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 2.6 kg 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.

Veloso maintained her innocence and that she was just tricked but all her appeals through her legal team were
rejected. She claimed that in her desire to support her two children she sought for work abroad as a domestic helper.
She claimed that the person behind her crime was Maria Kristina Sergio, the daughter of one of her godparents, who
convinced her to travel to Indonesia to start a new job as a maid. A male friend of Sergio gave veloso new clothes and
a new bag to travel with as her luggage and she was not aware it had heroin sewn into it.

The family of Veloso pleaded for the Philippine government direct intervention and to NGOs and media
convinced that she was truly an innocent victim. These efforts were met with resistance from the Indonesian side.
 The two appeals which were launched by the Philippine government on the request of Veloso, to the
Indonesian government were both rejected. The Philippine government tried to argue that veloso had poor translators
during trial which made her incapable of understanding what was going on during trial and that she was just a victim
of a drug syndicate.,

In his capacity, President Aquino had met President Joko Widodo on the sidelines of a regional meeting in
Malaysia to discuss Veloso's case as well as spoken to Indonesia's Foreign Minister Retno Marsudi and proposed
keeping Veloso alive so that she could testify against drug traffickers. This two did not seem to have worked.

On April 28, 2015, Veloso, together with the eight other convicted prisoners found themselves at
Nusakambangan Prison Island awaiting their executions as scheduled. Groups of people in the Philippines and around
the world gave the case prominent coverage. In Manila the activists protested at outside the Indonesian embassy.

The story of Veloso had reached and received a worldwide sympathy from peoples of all walks of life.

During the time leading to the scheduled execution, Ms. Sergio, the woman accused of duping Veloso,
unexpectedly turned herself up to the police station in Cabanatuan City asking police protection saying she was
receiving death threats. As time went by Indonesia issued a reprieve, saying Veloso was needed to testify
against a "perpetrator suspected of human trafficking." She was then transferred back to a prison in Yogyakarta.

What followed next were counterclaims by various groups for credit: political leaders, NGOS, human rights
groups, lawyers, the families and groups that protested in the streets, and in front of the Indonesian Embassy. Each felt
they succeeded in their communication goals.

The Individual as Client of Communication

As an individual, you want to be the first to know about all matters that pertain to you. Your company may be
about to retrench you or to promote you and the anxiety that comes with not having direct communication may be
high. In the case above, no single individual deserved to know the finality of the case other than Mary Jane Veloso.
Every passing time 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.

For sure, in terms of perception, veloso’s personal view of reality was blurred. Plunged in a situation she
never anticipated made it even harder to comprehend fully her circumstances. All she wanted, as a mother of two little
children, was to find work that would help her earn enough as a domestic worker to provide for the children. Instead,
she found herself counted among drug traffickers destined for execution.

An inference occurred, presented with large amounts of facts that were incomplete and not transmitted
clearly; her assumptions of the messages left nothing for adequate interpretation of the meaning of what was going on
and other circumstances in general.

Obviously, she needed a translator to understand the proceedings in Bahasa. That language barrier meant that
she could not process her feelings and express her views adequately before the courts. Her body language as well as
other communication cues could not relay her personal messages to the court to help them see her reality. The
communication was limited to looking at the evidence and probably explaining to her the sequences of having such
evidence in her suitcase. She could not understand and she could not communicate.

Her status as a domestic helper or someone seeking that employment made her even not worthy to be listened
to, to be respected, and to be trusted. If her circumstances were of a high social ranking individual, the credentials
could probably have obliged the courts to take a look at the evidence in a different way. They may have wanted to
examine the evidence in a different light. Veloso's problem had also to do with her social rank. Although ironically in
the turn of events, this very lowly status became the battle cry and source of sympathy from many people that led the
Indonesian government to make a last minute consideration.
 For an individual as client of communication, these barriers need to be well-managed. One has to have a way
to overcome them to achieve effective Communication.

Every day you engage in a communication. As one one cannot escape it along the different levels of
communication whether intrapersonal, interpersonal or in mass media. We do this of different reasons. People
communicate to be informed and to inform, to gain guidance for one’s own opinion and to have an identity or be a
member within a group.

Research says that among the benefits one gets from communication are the following:

 Information and Education

 Guidance
 Advice
 Socialization and Relaxation
 Identity formation
 Security
 Build mutual relationship
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, and
the Philippine government. Their communication needs had to do with wanting to convince the Indonesian
government to stop the pending execution of Mary JaneVeloso.

They were all bent to hear from the Indonesian government news of consideration and the longer they heard
nothing, the more desperate they became and even resigned to accept the fate. But the focus of these groups was to
make a point for their organizations, to be considered an achievement. For the family, probably their worry was about
losing a family member and having Veloso's children to grow without their mother and losing her in such a traumatic
way. This was a paramount concern for the family.

Organizations communicate with others for a variety of reasons. Innet and Schewchuk in 1995 said that there
are communication needs of organizations. These are:

1. To inform. It is communicating to the audience like what you can do for them or what advice you could
give them or vice versa.

2. To build understanding. It is encouraging the audience to improve their lives like stopping from smoking
which appeals to their feelings and thinking.

3. To resolve conflicts. Empathy can prevent conflicts as misunderstanding really exist in an organization.

4 .To present an idea. In an organization presenting an idea is a need but one has to know also the correct
manner in presenting it.

5. To lower barrier between groups and individuals. Prejudices and discrimination may exist if
communication process is not done in a correct manner thus one has to know the audience very well.

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
particular. For this community, the fate and reality of Veloso represented the suffering of OFWs and questioned the
Philippine government's ability to care of and protect its own citizens. This is critical because the OFW community
has been regarded as modern day heroes due to the large amounts of remittances it pumps into the Philippine
economy. In 2009, over 10 million Filipinos were estimated to be migrants, which made the Philippines rank among
top recipients of remittances.
 Community is the most organic place we do communication. When you go out from your house and interact
with your friends, your neighbor or to everyone in your place you do communication to them. But you still have to
know that in the discipline of communication when you consider the community as your audience you need to
remember the following needs:

1. Right language. This must be simple and easy to understand words

2. Time. Extend more efforts to let them be understood the topic

3. Information background. If you need to persuade or convince them with your idea you need to know their
level of awareness of the topic

4. Awareness of interests. You need to know what the community likes or have interest to

5. Education. People in the community acts as audience because of the reason that they need to know about
the topic.

EXPLAIN
What new learning did you develop about the clientele and audiences in communication? (10 pts)(Minimum of 2
paragraphs)

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ELABORATE
A. If you were a professional communicator or Journalist, would you have preferred type of audience? What would it
be? How would you best serve the needs of the specific audience of your choice?
Type of Audience you want:

______________________________

EVALUATE

Name: ________________________________________________ Date: ______________________

Grade & Section: _______________________________________
I. Test your Knowledge
A. CHOOSE THE BEST
Directions: Write the letter of the correct answer on the space before each number.
_____1. The discipline of communication is also called as ______________.
A. communicationology B. communology
C. communipology D. communicology
_____2.One should communicate to others with ______________ .
 A. superiority B. prejudice
C. empathy D. shyness

_____3. The following are needs of audience in a group except _____________.

A. to inform B. to promote conflicts
C. to build understanding D. to present an idea
_____4. This is a type of audience that consists only of one person.
A. single B. community
C. group D. organization
_____5. Using this correctly can help to build strong relationship to clients or audience.
A. time B. space
C. efforts D. words
_____6. The following are the three types of audiences except _______________.
A. individual B. group
C. community D. journalists
_____7. When you communicate to the community as audience you need to consider the following needs except
______________.
A. right language B. time
C. pride D. education
_____8. This helps in removing physical barriers between the speaker and the audience.
A. listening and showing respect
B. presenting idea of the topic
C. avoiding silence at all costs
D. expressing ideas clearly using simple words
_____9. The following are needs to be achieved when communicating with a group except_________.
A. prevent misunderstandings B. to promote conflicts
C. to build understanding D. to present an idea
_____10. Which of the following is/are considered as audience/audiences?
A. individuals B. people in the community
C. personal Computers D. groups and Organizations
B. TRUE OR FALSE.
Directions: Write the word True before the number if each statement is true and False if it is not.
_________1. It is easy to feel empathy for someone with a similar world view.
_________2.Using the right words can help you to build strong, long-lasting client relationship.
_________3. Positive relationships can be built by considering yourself as the speaker superior to your audience.
__________4.The more you know the audience, the easier you can make them not know about any information about
the society.
__________5. When you know the race and ethnicity of the audience, you can use these to influence them to forget
their culture and adapt a new one through communication.
_________6. One should take consideration of the feelings and attitude when communicating.
_________7. The discipline of communication is also known as Communicology.
_________8. One must convince clientele and audiences to believe with what he or she is saying.
_________9. The key, for one to know which manner one should use to present the delivery is first to identify the type
of clientele or audience one is talking to.
_________10. To know the audience one is talking to, one has to assess their fundamental perception of the idea one
is going to say.
C. Describe the characteristics of the clientele and Audiences of communication ( 5 pts)

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II. Check your understanding
A. Why there is a need to consider the clientele and audiences of communication (5pts)

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B. For a professional communicator, what would be the difference between having an individual as his/her audience
from having a group or a community as the audience? How would it affect his/her preparation for communication?
(5 pts)

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III. Apply your learning ( 50 points)(NEWS REPORTING IN TWO DIFFERENT AUDIENCE TYPE)
Goal: Your goal is to deliver the same news report to two different audiences. Role: You will take on the
role of a news reporter of a big TV network.
Audience: Your audience for the first reporting involves individuals with high social status. The audience for
your second reporting involves individuals with low education level.
Situation: You are a news reporter assigned to cover a press Conference with the Department of Education
(DepED) on the issue of NEW NORMAL learning modalities. You are then tasked to report the
proceedings of the press conference in two different news programs of the network. Your first report
is aired in a cable channel morning show with people with high social status as its main viewers. The
second one is aired at noontime in an AM channel with common working people as its main listeners.
You are given 5-10 minutes air time in both: programs.
Performance: You are to draft your report twice to serve the different needs of your two types of audience. Make a
video of your report in both programs.
Standard: Your drafts should contain at least three main points from the coverage of the press conference and
packaged in two different ways ready to be delivered to the intended audience.
Rubric for your performance

10%

30%

40%

20%
%

Opening and Clarity and Content Style and

Intro Organization delivery
4 - 40 pts
4- 10 pts 4 - 30 pts 3 – 35 pts 4 - 20 pts
3 – 8 pts 3 – 25 pts 2 – 30 pts 3 – 17 pts
2 – 6 pts 2 – 20 pts 1 – 25 pts 2 – 14 pts