DISCIPLINE AND IDEAS IN

THE APPLIED SOCIAL

SCIENCES
11
Quarter 4
Module 9
The Needs of Organizations
and Communities as Clients
of communications
Discipline and Ideas in the Applied Social Sciences – Grade 11
Quarter 4 – Module 9: The Needs of Organizations and Communities as Clients of Clients
of Communication

First Edition, 2020

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Published by the Department of Education Division of Pasig City

Development Team of the Self-Learning Module

Writer: Arnold L. Espinas
Editor:
Reviewers:
Illustrator:
Layout Artist:
Management Team: Ma. Evalou Concepcion A. Agustin
OIC-Schools Division Superintendent
Carolina T. Rivera, CESE
Assistant Schools Division Superintendent
Manuel A. Laguerta, Ed.D.
OIC-Chief, Curriculum Implementation Division
Victor M. Javeña EdD
Chief, School Governance and Operations Division

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Perlita M. Ignacio PhD (EsP)
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Teresita P. Tagulao EdD (Mathematics/ABM)
Printed in the Philippines by Department of Education – Schools Division of Pasig City
Discipline and Ideas in the
Applied Social Sciences 11
Quarter 4
Self-Learning Module 9
The Needs of Organizations
and Communities as Clients
of Communication
Introductory Message

For the facilitator:

Welcome to the Discipline and Ideas in the Applied Social Sciences – Grade 11, Self-
Learning Module on The Needs of Organizations and Communities as Clients of
Communications!

This Self-Learning Module was collaboratively designed, developed and reviewed by

educators from the Schools Division Office of Pasig City headed by its Officer-in-Charge
Schools Division Superintendent, Ma. Evalou Concepcion A. Agustin, in partnership with
the City Government of Pasig through its mayor, Honorable Victor Ma. Regis N. Sotto. The
writers utilized the standards set by the K to 12 Curriculum using the Most Essential
Learning Competencies (MELC) in developing this instructional resource.

This learning material hopes to engage the learners in guided and independent
learning activities at their own pace and time. Further, this also aims to help learners
acquire the needed 21st century skills especially the 5 Cs, namely: Communication,
Collaboration, Creativity, Critical Thinking, and Character while taking into consideration
their needs and circumstances.

In addition to the material in the main text, you will also see this box in the body of
the module:

Notes to the Teacher

This contains helpful tips or strategies that
will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to manage their
own learning. Moreover, you are expected to encourage and assist the learners as they do
the tasks included in the module.
For the learner:

Welcome to the Discipline and Ideas in the Applied Social Sciences – Grade 11, Self-
Learning Module on The Needs of Organizations and Communities as Clients of
Communication!

This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to process
the contents of the learning material while being an active learner.

This module has the following parts and corresponding icons:

Expectations - This points to the set of knowledge and skills that you
will learn after completing the module.

Pretest - This measures your prior knowledge about the lesson at

hand.

Recap - This part of the module provides a review of concepts and

skills that you already know about a previous lesson.

Lesson - This section discusses the topic in the module.

Activities - This is a set of activities that you need to perform.

Wrap-Up - This section summarizes the concepts and application of

the lesson.

Valuing - This part integrates a desirable moral value in the lesson.

Posttest - This measures how much you have learned from the
entire module.
 EXPECTATIONS

At the end of the lesson, you shall be able to:

1. Identify the needs of organizations and communities as clients of communication;
2. Examine the social and ethical standards that serve to protect those needs; and
3. Assess the effect of disregarding those needs.

PRETEST

Before you proceed to the lesson proper, take time to answer the pretest so you
will know exactly what you should learn from this module.

Read each item carefully and determine whether the statement is TRUE or FALSE
base on your understanding of the topics in this module.

1. Without defining any limitations to the ability of professionals to engage the

community in any form of information exchange there can be abuses.

2. Balanced information means the community shall be furnished with data on the
effectiveness as well as the possible adverse effects of each brand to be able to
help them decide which they will prefer.

3. All communities are united by a common cultural orientation and race.

4. In differentiation, every issue should be treated with considerations to

community’s social, political, economic, and physical attributes.

5. The community’s right to self-determination shall be respected only by the

people in advertising and media industries.
 RECAP

The previous module focused on the needs of individuals and groups as clients of
communication. There are certain rules and ethical standards that protect those needs
which the practitioners of communication has to take into consideration.

Now, can you give one example of how the people in the advertising industry treat
individuals or groups according to their needs?

Why is there a need to protect one’s privacy?

What do you think will be the impact if media practitioners will disregard the rights
of every individual to privacy?

Thank you for taking time answering those questions. You can now proceed to the
lesson in this module.

LESSON

The Needs of Organization and Community as Client of Communication

Organization is a group of people united

towards a single purpose. Organizations can be
found in different areas such as in the community, in
schools and industries among others representing a
wide variety of interests. The homeowners’
associations is a typical organization at the
community level while in school there are various
clubs created to serve different functions, which of
course related to the interests of its members. In the
industry, entrepreneurs engaged in the production
and marketing of a common product form an
organization to advance and protect their interests.
Workers also form organizations commonly called
“labor union” to promote the welfare and protect the
rights of its members.

Community is of course composed of people

who share common physical and social spaces. There
are communities that are united by a common cultural orientation and race. There are
also communities that are composed of people of diverse socio-cultural orientation the only
commonality is that they are living in one particular geographical space.

Regardless of the composition and structure,

organizations and communities in one way or another have Needs of
common needs in as far as being clients of communication is organizations and
concerned. First communication practitioners in any fields of communities as
clients of
practice should observe differentiation in dealing with issues
communication:
relevant to each one of them. Every issue should be treated with
considerations to their social, political, economic and physical 1. Differentiation
attributes. Like in introducing a product, advertisers should or to be
consider differences of needs as may be influenced by the treated as
diversities in cultural orientations. In this time of pandemic unique.
higher authorities refuse to enforce common quarantine 2. Access to
procedure for the entire country, instead they encourage balanced and
relevant
localities to employ policies based on the condition and needs
information
of each community. This manner of dealing with the pandemic
3. Self-
is an example of differentiation.
determination.
No community is homogenous – meaning there is no 4. Examine
‘silver bullet’ or one ‘best channel’ to communicate via. information
and provide
Everybody accesses and consumes information in a different
feedbacks.
way – we are all unique. Therefore, multiple communication
channels are
critical – the fewer channels we use in our
community communications the more groups
or individuals we are in danger of excluding
(UNCHR 2021). This one is true for the
development workers who will attempt to
introduced new technologies and practices.

Mass media practitioners should refrain

from comparing one organization or
community to another just because they are
Photo source: sunstar.com.ph similar in structure and composition. Each
organization shall be treated differently from
other organization even those they share values with.

Every community and organization shall be afforded access to balanced

information. Every issue must be presented and viewed from different angles as possible
like in the vaccination program. Every organization and community shall be furnished with
data on the effectiveness as well as possible adverse effects of each brand to be able to
help them decide which they will prefer.

Photo source: rappler.com

 The community’s right to self-
determination shall be respected by
people who are engaged in the practice
of counseling and social work the same
thing is through with the people in the
advertising and media industries. No
business entity can compel them to
allow just one brand to sponsor a
certain activity. On the question of
what kind of improvement they would
like to have the organization as well as
the community shall have a say in the
Photo source: blog.readytomanage.com
final decision.

Every information that will enter the doors of organizations and communities may
be examined. They should be encouraged to give their feedbacks since the issue at hand
concerns both of them. Leaders are accountable to their members thus the need to be
careful in reacting to any information that affect those who look up to them. Such
accountability should be shared by communication providers.

Those previously mentioned needs are

protected by various social and ethical
standards, thus undermining any of them may
bring in hostile response from the leaders and
their members. Each of those standards were
put into practice to regulate actions of
practitioners of communication in any fields.
Without defining any limitations to the ability
of professionals to engage the community in
any form of information exchange there can be
abuses.

Misinformation will not do any good but

may lead to more conflicts if not between the
source of information and the people but also between the people themselves. Confusing
Photo source: thejournal.com information may cause many people to
have hesitations on the vaccination
programs which was supposed to be the
most effective weapon against the
coronavirus that causes COVID19.
 ACTIVITY

At this point you will try to exhibit the learnings you gained from the lesson in this module
by making an illustration depicting the possible impact of misinformation in your
community regarding the pandemic.

WRAP–UP

Thank you very much for taking time working on the activity. That activity should
have helped deepen further your understanding of the lesson in this module. However, we
are not finish yet. Try answering the questions below.
What makes a community unique?

What is differentiation?

Why should media organizations and government agencies engage respect the right
of organizations to self-determination?

How should advertiser gather feedback from the organizations and communities?
 VALUING

After completing this module, I hope you can find time to reflect on how much you
learned about the needs of organizations and communities as clients of communication.
There are ethical and social standards the promote the welfare of organizations and
communities from any abuse the communication practitioners might do to them. But aside
from that why not try to reflect also on this:

Source: pinterest.com

POSTTEST

You are now in the last part of this module but before you end up try answering
this test. This test should give you an idea if you really learned from this module.

Read each item carefully and determine whether the statement is TRUE or FALSE
base on your understanding of the topics in this module.
1. The community’s right to self-determination shall be respected only by the
people in advertising and media industries.

2. Without defining any limitations to the ability of professionals to engage the

community in any form of information exchange there can be abuses.

3. Balanced information means the community shall be furnished with data on the
effectiveness as well as the possible adverse effects of each brand to be able to
help them decide which they will prefer.

4. All communities are united by a common cultural orientation and race.

5. In differentiation every issue should be treated with considerations to

community’s social, political, economic, and physical attributes.
 KEY TO CORRECTION

Pretest: 5. FALSE 4. TRUE 3. FALSE 2. TRUE 1. TRUE

Posttest: 5. FALSE 4. TRUE 3. TRUE 2. TRUE 1. FALSE

References

Bernardo, Ritchel B., Ranche, Christian R. 2016. Discipline and Ideas in the Applied Social
Sciences. Pasay City: JFS Publishing Services.
Communicating with Communities, or Individuals?” 2017. UNHCR Innovation. January
17, 2017. https://www.unhcr.org/innovation/communicating-communities-
individuals/.
Sampa, Elias M. 2017. Discipline and Ideas in the Applied Social Sciences. Manila: Rex
Book Store.