SPECIALIZED SUBJECT - HUMMS

DISCIPLINES AND IDEAS IN THE

APPLIED SOCIAL SCIENCE
_____ Semester, SY _____________
QUARTER 1, MODULE 8
PROFESSIONALS AND PRACTITIONERS
IN COMMUNICATION
Disciplines and Ideas in the Applied Social Science
Self-Learning Module
1st Semester Quarter 1 – Module 8: Professionals and Practitioners in Communication
First Edition, 2021

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 Lesson PROFESSIONALS AND PRACTITIONERS
IN COMMUNICATION

INTRODUCTION

In the previous module, you learned the fundamentals of communication that will help you to
become effective and good communicators.

This module discusses the roles and functions in specific work areas as well as rights,
responsibilities, accountabilities and ethics of communicators and journalists.

Learning Competency:

By the end of this module, the learners are expected to:

 explain the roles and functions of communicators and journalists (HUMSS_DIASS 12-Ij-
32)
 identify specific work areas in which communicators and journalists work
(HUMSS_DIASS 12-Ij-33)
 explain the rights, responsibilities, and accountabilities (HUMSS_DIASS 12-Ij-35)
 distinguish between ethical and unethical behaviors among practitioners
(HUMSS_DIASS 12-Ij-36)

Module Topics:

 Roles, Functions, and Competencies of Communicators and Journalist

 Areas of Specialization of Communicators and Journalists
 Rights, Responsibilities, and Accountabilities of Communicators and Journalists
 Ethical and Unethical Behaviors of Communicators and Journalists

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 LESSON AND PRACTICES

Discussion

Lesson 1: Roles, Functions, and Competencies of Communicators and Journalists

(https://leverageedu.com/blog/types-of-mass-communication/)

Roles, Functions, and Competencies of Communicators and Journalists Published 9 months

ago on October 12, 2020 by Elcomblus Contributor

The discipline of communication is populated by a wide variety of professionals who are

in communication practice. They are creative artists, writers, editors, journalists, bloggers,
educators, social advocates, businessmen and businesswomen, preachers, scientists,
politicians, and news announcers and anchors. These professionals are bind together by the
desire and dive to send and receive messages and make an impact to their audience. Because
communication is the most natural thing for humans, these professionals specialize to serve the
general public and the public of their choices. They operate with a wide variety of mediums and
media.

Roles of Communicators and Journalist

1. make available information and evidence to inform the public about issues that matter to
them in the most neutral way possible.
2. they provide facts for the public to form judgment and decisions.
3. tacilitate accurate processing and analysis of such facts in a professional and ethical way.

4
 (https://www.newswire.com/blog/where-to-
find-relevant-reporters-or-media-to-pitch-your-story)
Functions of Communicators and Journalist

1. to collect and document information, facts and

opinions, and present them for public analysis
and deepening to the root of reality.
2. to communicate is to deliver truth and facts.
Professional communicators and journalists are
at the service of truth.
3. to gather news, facts, and information that are
critical to public life and well-being.
4. to present where the news is happening and
having the ability to record what is happening
accurately with available technology.

Competencies of Communicators and Journalist

1. They need to have listening, reading, writing, and speaking skills.

2. Listening and reading and data- and information-gathering skills necessary for accurate
writing and speaking.
3. Writing and speaking skills are necessary for communication as tools.

Lesson 2: Areas of Specialization of Communicators and Journalists

The specialization of the Communicators and Journalists are the following:

 speech writing and taking  drama directing, film and tape

minutes of a meeting librarian
 advertising, marketing, and  news editing
sales  news directing
 communication education  news writing,
 electronic media, radio-  news anchoring
television, and broadcasting  transmitter engineering, and
 public relations; journalism; technical directing
theater, performing arts, and  reporting
dramatic arts;  news editing
 public communication and  news casting
opinion management;  author
 international relations  Copywriting
management and  script writing
negotiations.  publishing
 professional blogging  news service research
 communication education  technical writing
 language arts coordination,  acquisition editing
 forensic and debate coaching  interviewing

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Lesson 3: Rights, Responsibilities, and Accountabilities of Communicators and
Journalists

The rights, responsibilities, and accountabilities of communicators and journalists are;

1. to be established to safeguard the integrity of media and protection of the general

public in the form of accountability.
2. name of freedom of expression, abuses happen and certain aspects remain largely
unaccountable. Accountability is a necessity for communicators and journalists.
3. to ensure that citizens are able to originate content and contribute to media content,
and not just remain passive consumers of media output.
4. to exercise and live by and which must provide guarantees against censorship and
protection of freedom of expression, safeguarding the confidentiality of journalistic
sources, and ensuring that information held by the government can be timely and
easily accessed by the public.
5. to ensure that citizens have convenient access to all media which is subject to just and
fair law and universally recognized principles of human rights.

Lesson 4: Ethical and Unethical Behaviors of Communicators and Journalists

SPJ Code of Ethics

Revised September 6, 2014 at 4:49 p.m. CT at SPJ’s National Convention in Nashville, Tenn.

Preamble

Members of the Society of Professional Journalists believe that public enlightenment

is the forerunner of justice and the foundation of democracy. Ethical journalism strives to
ensure the free exchange of information that is accurate, fair and thorough. An ethical
journalist acts with integrity.

The society declares these four principles as the foundation of ethical journalism and
encourages their use in its practice by all people in all media.

Closely organized around SPJ's Code of Ethics, this updated edition uses real-life case
studies to demonstrate how students and professionals in journalism and other
communication disciplines identify and reason through ethical dilemmas.

The SPJ Code of Ethics is a statement of abiding principles supported by explanations

and position papers that address changing journalistic practices. It is not a set of rules, rather
a guide that encourages all who engage in journalism to take responsibility for the information
they provide, regardless of medium. The code should be read as a whole; individual principles
should not be taken out of context. It is not, nor can it be under the First Amendment, legally
enforceable.

Seek Truth and Report It

Ethical journalism should be accurate and fair. Journalists should be honest and
courageous in gathering, reporting and interpreting information.

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Journalists should:

 take responsibility for the accuracy of their work. Verify information before releasing it. Use
original sources whenever possible.
 remember that neither speed nor format excuses inaccuracy.
 provide context. Take special care not to misrepresent or oversimplify in promoting,
previewing or summarizing a story.
 gather, update and correct information throughout the life of a news story.
 be cautious when making promises, but keep the promises they make.
 identify sources clearly. The public is entitled to as much information as possible to judge
the reliability and motivations of sources.
 consider sources’ motives before promising anonymity. Reserve anonymity for sources
who may face danger, retribution or other harm, and have information that cannot be
obtained elsewhere. Explain why anonymity was granted.
 diligently seek subjects of news coverage to allow them to respond to criticism or
allegations of wrongdoing.
 avoid undercover or other surreptitious methods of gathering information unless traditional,
open methods will not yield information vital to the public.
 be vigilant and courageous about holding those with power accountable. Give voice to the
voiceless.
 support the open and civil exchange of views, even views they find repugnant.
 recognize a special obligation to serve as watchdogs over public affairs and government.
Seek to ensure that the public’s business is conducted in the open, and that public records
are open to all.
 provide access to source material when it is relevant and appropriate.
 boldly tell the story of the diversity and magnitude of the human experience. Seek sources
whose voices we seldom hear.
 avoid stereotyping. Journalists should examine the ways their values and experiences may
shape their reporting.
 label advocacy and commentary.
 never deliberately distort facts or context, including visual information. Clearly label
illustrations and re-enactments.
 never plagiarize. Always attribute.

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Minimize Harm

Ethical journalism treats sources, subjects, colleagues and members of the public as
human beings deserving of respect.

Journalists should:

 balance the public’s need for information against potential harm or discomfort. Pursuit of
the news is not a license for arrogance or undue intrusiveness.
 show compassion for those who may be affected by news coverage. Use heightened
sensitivity when dealing with juveniles, victims of sex crimes, and sources or subjects who
are inexperienced or unable to give consent. Consider cultural differences in approach
and treatment.
 recognize that legal access to information differs from an ethical justification to publish or
broadcast.
 realize that private people have a greater right to control information about themselves
than public figures and others who seek power, influence or attention. Weigh the
consequences of publishing or broadcasting personal information.
 avoid pandering to lurid curiosity, even if others do.
 balance a suspect’s right to a fair trial with the public’s right to know. Consider the
implications of identifying criminal suspects before they face legal charges.
 consider the long-term implications of the extended reach and permanence of publication.
Provide updated and more complete information as appropriate.

Act Independently

The highest and primary obligation of ethical journalism is to serve the public.

Journalists should:

 avoid conflicts of interest, real or perceived. Disclose unavoidable conflicts.

 refuse gifts, favors, fees, free travel and special treatment, and avoid political and other
outside activities that may compromise integrity or impartiality, or may damage credibility.
 be wary of sources offering information for favors or money; do not pay for access to news.
Identify content provided by outside sources, whether paid or not.
 deny favored treatment to advertisers, donors or any other special interests, and resist
internal and external pressure to influence coverage.
 distinguish news from advertising and shun hybrids that blur the lines between the two.
Prominently label sponsored content.

Be Accountable and Transparent

Ethical journalism means taking responsibility for one’s work and explaining one’s
decisions to the public.

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Journalists should:

 explain ethical choices and processes to audiences. Encourage a civil dialogue with
the public about journalistic practices, coverage and news content.
 respond quickly to questions about accuracy, clarity and fairness.
 acknowledge mistakes and correct them promptly and prominently. Explain corrections
and clarifications carefully and clearly.
 expose unethical conduct in journalism, including within their organizations.
 abide by the same high standards they expect of others.

The SPJ Code of Ethics is a statement of abiding principles supported by additional

explanations and position papers that address changing journalistic practices. It is not a set of
rules, rather a guide that encourages all who engage in journalism to take responsibility for
the information they provide, regardless of medium. The code should be read as a whole;
individual principles should not be taken out of context. It is not, nor can it be under the First
Amendment, legally enforceable.

Sigma Delta Chi's first Code of Ethics was borrowed from the American Society of
Newspaper Editors in 1926. In 1973, Sigma Delta Chi wrote its own code, which was revised
in 1984, 1987, 1996 and 2014.

PRACTICE EXERCISES
PRACTICE EXERCISE 1:

Directions: Write YES if the statement is correct and NO if the statement is not correct.

a) Journalists should take responsibility for the accuracy of their work. Verify
information before releasing it. Use original sources whenever possible.

b) Journalists should be vigilant and courageous about holding those with power
accountable. Give voice to the voiceless.

c) Journalists should not show compassion for those who may be affected by
news coverage.

d) Journalists deliberately distort facts or context, including visual information.

e) Journalists recognize that legal access to information differs from an ethical

justification to publish or broadcast.

PRACTICE EXERCISE 2:

Directions: List down the answers for each given number.

1. Role communicators and journalists:

2. ________________________________________________________________

3. ________________________________________________________________

5
 4. ________________________________________________________________

2. Functions communicators and journalists:

a ________________________________________________________________

b ________________________________________________________________

c ________________________________________________________________

d ________________________________________________________________

3. Competencies communicators and journalists:

1. __________________________

2. __________________________

3. __________________________

4. __________________________

PRACTICE EXERCISE 3:

Directions: Write your opinion about the ethical and unethical of media journalist in the
Philippines setting. Use another sheet of paper.

RUBRIC
Excellent Good Satisfactory Needs
(9-10) (7-8) (5-6) Improvement
(0-4)
Idea Thoroughly Ideas explained Ideas somewhat Little or no
explanation explained idea explained explanation of
ideas
Coherency Extremely Coherent Somewhat Lacks coherent
coherent writing writing coherent
Grammar Few errors Some errors Many errors Many errors that
hurt
understanding

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Directions: Write your learnings from what has been discussed.

Upon reading the lesson and answering the exercises above, I learned that …

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________

and I realized that…

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________

WRITTEN WORKS

Directions: Choose the letter of the correct answer. Write the letter of your answer on a
separate sheet of paper.

________1. Which of the following statements explain the important role of

communicators and journalist?
A. to operate with a wide variety of mediums and media.
B. to make available information and evidence to inform the public about issues
that matter to them in the most neutral way possible.
C. acting on information, responding to stimulus, a creative act, making sense of
the world, assigning meaning to experience and feelings, and can also be
intentional as well as unintentional.
D. to constitute both the construction of meaning and the exchange of meaning.

________2. To communicate is to deliver truth and facts. Professional communicators

and journalists are at the service of truth. Therefore, the functions of communicators
and journalists are_____________:
A. avoid undercover or other surreptitious methods of gathering information
unless traditional, open methods will not yield information vital to the public.
B. to collect and document information, facts and opinions, and present them for
public analysis and deepening to the root of reality.
C. provide context. Take special care not to misrepresent or oversimplify in
promoting, previewing or summarizing a story.

7
 D. consider sources’ motives before promising anonymity. Reserve anonymity for
sources who may face danger, retribution or other harm, and have information
that cannot be obtained elsewhere. Explain why anonymity was granted.

________3. It refers to the paid communication about goods, services, ideas, and
institutions through the mass media designed to inform and/ or influence one or more
people in accordance with the intent of the advertiser.
A. Advertising
B. Public Relation
C. Corporate Communication
D. Journalism

________4. Practice of investigating and reporting events, issues, and trends to the
mass audiences through print, broadcast, and online media.
1. Advertising
2. Broadcasting
3. Journalism
4. Film industry

________5. It is field in communication that utilizes the technology of radio and

television to transmit messages and programs using the airspace-- an invisible but
vital resource in the public domain and natural wealth of the nation.
A. Digital Communications and Multimedia
B. Film Industry
C. Broadcasting
D. Advertising

________6. Why is it important that the rights, responsibilities, and accountabilities of

communicators and journalists have to be established?
a. to ensure that the citizens are able to understand the issues and
controversies of the government.
b. to ensure the safety of the communicators and journalists.
c. to have the convenient access to all the media which is subject to just and fair
law and universally recognized principles of human rights.
d. to safeguard the integrity of media and the protection of the general public in
the form of accountability.

________7. In the name of freedom of expression, abuses happen and certain aspects
remain largely unaccountable. Therefore, ________________ is a necessity for
communicators and journalists.
a. rights
b. responsibilities
c. competencies
d. accountability

For number 8-10: Write ETHICAL if the statement aligns in the Ethical Behaviors of
Communicators and Journalists, and UNETHICAL if the statement does not align in the
Ethical Behaviors of Communicators and Journalists.

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 _________ 8. Ethical journalism treats sources, subjects, colleagues and members of the
public as human beings deserve respect.

_________9. Journalists should not be cautious when making promises, but keep the
promises they make.

_________10.Ethical journalism should be accurate and fair. Journalists should be honest

and courageous in gathering, reporting and interpreting information.

PERFORMANCE TASK
Directions: Choose one of the renowned broadcaster or journalist in the country then
document and critique his/her works according to the role, functions, and competencies of a
communicators and journalists. Please do not use foul or offensive words.

Category 4 3 2 1
Focus on Topic There is one The main idea Main idea is Main idea is
(Content) clear, well- is clear but the somewhat clear not clear.
focused topic. supporting but there is a There is a
Main Idea information is need for more seemingly
stands out general. supporting random
and is information. collection of
supported by information.
detailed
information
Support for Topic Relevant, Supporting Supporting Supporting
(Content) telling quality details and details and details and
details give information are information are information are
the reader relevant, but relevant, but typically
important one key issue several key unclear or not
information or portion of the issues or related to the
that goes storyline is not portions of the topic.
beyond the supported. storyline are
obvious or not
predictable. unsupported.
Conclusion The The conclusion The conclusion There is no
(Organization) conclusion is is recognizable is recognizable clear
strong and and ties up but does not tie conclusion, the
leaves the almost all the up several paper just end.
reader with a loose end. loose ends.
feeling that
they
understand

9
 what the
writer is
“getting at”.
Grammar/Spelling Writer makes Writer makes 1- Writer makes Writer makes
(Conventions) no errors in 2 errors in 3-4 errors in more than 4
grammar or grammar or grammar or errors in
spelling that spelling that spelling that grammar or
distracts the distracts the distracts the spelling that
reader from reader from the reader from the distracts the
the content. content. content. reader from the
content.

10
Source: “Roles, Functions, and Competencies of Communicators and Journalists”, Elcomblus
Contributor, October 12, 2020,https://www.elcomblus.com/roles-functions-and-
competencies-of-communicators-and-journalists/

Source: “Areas of Specialization of Communicators and Journalists”, Elcomblus Contributor,

October 12, 2020,https://www.elcomblus.com/areas-of-specialization-of-
communicators-and-journalists/

Source: “Rights, Responsibilities, and Accountabilities of Communicators and Journalists”,

Elcomblus Contributor, October 12, 2020,https://www.elcomblus.com/rights-
responsibilities-and-accountabilities-of-communicators-and-journalists/

Source: “SPJ Code of Ethics”, September 6, 2014, https://www.spj.org/ethicscode.asp

Source: https://www.elcomblus.com/roles-functions-and-competencies-of-communicators-
and-journalists/

Photographs and Images:

Bernardez, Rhamer. “Media Reach” Where to Find Relevant Reporters or Media to Pitch
Your Story, August20, 2021. https://www.newswire.com/blog/where-to-find-relevant-
reporters-or-media-to-pitch-your-story

Team Leverage Edu, “Type of Mass Communication” August 20, 2021.

https://leverageedu.com/blog/types-of-mass-communication/

11
 Key to Practice Exercises

PRACTICE EXERCISE 1

1. YES
2. YES
3. NO
4. NO
5. YES

PRACTICE EXERCISE 2

1. Role of communicators and journalists:

a to make available information and evidence to inform the public about issues that
matter to them in the most neutral way possible.

b provide facts for the public to form judgment and decisions.

c facilitate accurate processing and analysis of such facts in a professional and ethical
way.

2. Functions of communicators and journalists:

a to collect and document information, facts and opinions, and present them for public
analysis and deepening to the root of reality.

b to communicate is to deliver truth and facts.

c gather news, facts, and information that are critical to public life and well-being.

d being present where the news is happening and having the ability to record what is
happening accurately with available technology.

3. Competencies of communicators and journalists:

 listening skills,

 reading skills,

 writing skills, and

 speaking skills.

PRACTICE EXERCISE 3

Answers may vary

12
INSIGHTS

Answers may vary

WRITTEN WORKS

1. B
2. B
3. A
4. C
5. C
6. D
7. D
8. ETHICAL
9. UNTHICAL
10. ETHICAL

PERFORMANCE TASK

Answers may vary

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