Communication Basics

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Questions and Answers

What term describes the person or group that creates the message in the communication process?

  • Noise
  • Decoder
  • Receiver
  • Encoder (correct)

Which element of communication refers to the way the message is transformed into a comprehensible format?

  • Decoding
  • Feedback
  • Encoding (correct)
  • Noise

Which function of communication primarily deals with transmitting values and culture within a society?

  • Socialization (correct)
  • Interpretation
  • Mobilization
  • Surveillance

In the context of communication, what does the term 'noise' refer to?

<p>Interference that disrupts message clarity (D)</p> Signup and view all the answers

What is the process called when the receiver interprets and understands a message?

<p>Decoding (B)</p> Signup and view all the answers

Which level of communication involves internal thought processes such as speaking aloud or writing to oneself?

<p>Intrapersonal Communication (B)</p> Signup and view all the answers

What is the term for the response from the receiver regarding the message they have received?

<p>Feedback (D)</p> Signup and view all the answers

Which function of communication is associated with providing news and information?

<p>Surveillance (B)</p> Signup and view all the answers

What type of behavior do purveyors of values encourage?

<p>Environment-friendly behavior (B)</p> Signup and view all the answers

Which of the following is NOT a common career opportunity in advertising?

<p>Retail marketing (A)</p> Signup and view all the answers

Which media format is considered part of nontraditional media in advertising?

<p>Transit ads (D)</p> Signup and view all the answers

What is a core ethical standard that advertisements should adhere to?

<p>Respectfully engage with the audience (B)</p> Signup and view all the answers

What is the primary focus of public relations as a process?

<p>Building mutually beneficial relationships (C)</p> Signup and view all the answers

Which terminology is preferred in public relations, referring to the audience involved?

<p>Publics (D)</p> Signup and view all the answers

What aspect does the management function in public relations primarily involve?

<p>Researching and evaluating communication programs (A)</p> Signup and view all the answers

What is NOT an integral part of the public relations process?

<p>Maintaining a monologue with the public (C)</p> Signup and view all the answers

How does McQuail define an audience by place?

<p>As in the audience of a community newspaper. (B)</p> Signup and view all the answers

Which typology of media-person interactions is focused on emotional release?

<p>Diversion (A)</p> Signup and view all the answers

What is NOT a gratification that audiences seek from using media?

<p>Increased competition (B)</p> Signup and view all the answers

To which of the following does 'surveillance' relate in McQuail's typology?

<p>Gathering information (B)</p> Signup and view all the answers

Which communication need is focused on resolving misunderstandings?

<p>To build understanding or change a behavior (D)</p> Signup and view all the answers

Which of the following is an example of a paid advertising tool?

<p>Outdoor ads (C)</p> Signup and view all the answers

What role does 'media relations' play in communication tools?

<p>Regular contact with journalists and media outlets. (D)</p> Signup and view all the answers

Which of the following is NOT a method of organizational communication?

<p>Direct mail (C)</p> Signup and view all the answers

What is one of the gratifications related to identity formation through media?

<p>Lifestyle expression (A)</p> Signup and view all the answers

Which communication tool seeks to provide free information to the public?

<p>Public service announcements (D)</p> Signup and view all the answers

What does governance primarily ensure in a society?

<p>Efficient resource allocation (D)</p> Signup and view all the answers

Which agency provides accurate and timely information to enable citizens' participation in the democratic process in the Philippines?

<p>Philippine Information Agency (D)</p> Signup and view all the answers

What is an executive order?

<p>A declaration by the president or governor with the force of law (A)</p> Signup and view all the answers

What is the main role of corporate communication in the private sector?

<p>To create and maintain a company's business image (D)</p> Signup and view all the answers

Which of the following is NOT a method through which the Philippine government communicates with its citizens?

<p>Public protests (C)</p> Signup and view all the answers

What defines the term 'private sector'?

<p>Industries run by individuals and companies (C)</p> Signup and view all the answers

Which of the following best describes 'corporate communication'?

<p>A strategy to communicate and maintain a business image (A)</p> Signup and view all the answers

Who is the highest-ranking official in the Office of the President of the Philippines?

<p>The Executive Secretary (C)</p> Signup and view all the answers

What is NOT a tool for communication in schools?

<p>Barangay ordinances (C)</p> Signup and view all the answers

Which media type is known for its cost-effectiveness and low demand on literacy skills?

<p>Radio (D)</p> Signup and view all the answers

What characteristic does new media NOT possess?

<p>Regular periodical appearance (B)</p> Signup and view all the answers

Which of the following is a primary characteristic of social media as a subtype of new media?

<p>Dominated the mass media landscape (D)</p> Signup and view all the answers

What form of communication does a town fiesta represent?

<p>Community Communication (A)</p> Signup and view all the answers

What aspect distinguishes film as a mass medium?

<p>It reaches a large part of the population, including rural areas. (C)</p> Signup and view all the answers

Which communication method primarily relies on visual and auditory channels?

<p>Broadcast Media (D)</p> Signup and view all the answers

What is a defining feature of new media compared to traditional media?

<p>Ubiquity and de-location (A)</p> Signup and view all the answers

Which of the following is NOT considered a type of internet-based application?

<p>Report Writing (B)</p> Signup and view all the answers

What is one of the primary obligations of journalism according to the principles outlined?

<p>To seek truth (B)</p> Signup and view all the answers

Which principle emphasizes the importance of journalists maintaining independence?

<p>Its practitioners must maintain independence from those they cover. (A)</p> Signup and view all the answers

What right allows journalists to keep their sources confidential?

<p>The right to protect the identity of sources (B)</p> Signup and view all the answers

Which of the following represents a responsibility in the code of conduct for journalists?

<p>Truthfulness of information (A)</p> Signup and view all the answers

What does the principle of providing a forum for public criticism emphasize?

<p>Serving as a watchdog over the government (D)</p> Signup and view all the answers

What is a key element included in the code of ethics for journalists?

<p>Seeking truth and reporting it (C)</p> Signup and view all the answers

Which principle states that journalism should keep news comprehensive and proportional?

<p>It must keep the news comprehensive and proportional. (D)</p> Signup and view all the answers

Flashcards

Communication

A two-way process where a source shares ideas with a receiver.

Sender/Source

The originator of a message in communication.

Receiver/Decoder

The person who receives and interprets a communicated message.

Message

The information shared during communication (ideas and meanings).

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Encoding

Creating a message into a understandable form for the receiver.

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Decoding

Process of interpreting a message received.

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Intrapersonal Communication

Internal communication within an individual, like self-talk or thoughts.

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Interpersonal Communication

Communication between two people or small groups (e.g., family).

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Public Relations Definition

A strategic communication process building mutually beneficial relationships between organizations and their publics.

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Key Points in PR Definition

Strategic communication process emphasizing mutually beneficial relationships; process over management; relationships over stakeholders; publics over stakeholders.

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Public Relations Management Function

Researching, evaluating, and implementing communication programs to achieve public understanding of an organization's goals.

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Advertising: Account Management

Handling client accounts, coordinating advertising efforts, and leading the process from planning to campaign launch, encompassing all aspects of the advertising campaign.

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Advertising: Creative

Generating ideas and content for advertising campaigns.

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Advertising: Media Buying

Selecting and purchasing advertising space or time in various media channels like TV, radio, print, online and others.

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Unethical Advertising

Advertisements should not exploit, degrade, or promote violence or harmful behaviors or dispraise or attack groups for reasons of gender, background, religion, race or nationality, depict alcohol or tobacco.

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Advertising Career Opportunities

Various roles in advertising encompass account management, research, creative development, production, media planning and buying.

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Government

The institutions, people, processes, and authority that guide a society according to established rules.

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Governance

The exercise of power to ensure citizen involvement in politics and economics, manage resources, and resolve disputes.

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PIA (Philippine Information Agency)

A government agency that provides accurate and timely information to promote citizen participation in democracy and assists other government agencies with communication strategies.

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Executive Order (EO)

A declaration by the president or governor with the force of law, based on existing powers, and does not require legislative approval.

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Private Sector

Businesses and industries owned and run by individuals or companies, independent of the government.

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Corporate Communication

Strategies employed by companies to build, communicate, and maintain their image among customers, stakeholders, and target audiences to achieve business goals.

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Multinational Advertising and Public Relations Companies

Large international companies that specialize in advertising and public relations services for various clients.

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Audience Defined by McQuail

Audience classification based on location, demographics (age, gender, etc.), medium type (radio, TV), content (talk shows), or time (daytime, primetime).

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Media-Person Interaction (McQuail)

Ways people interact with media, such as for entertainment (diversion), relationship building, self-discovery (identity), and finding information (surveillance).

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Audience Gratification

Reasons people consume media: for information, guidance, relaxation, social connection, values, or emotional release, among other benefits.

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Organizational Communication Needs

Reasons organizations use communication to inform, build understanding, solve issues, convey viewpoints, and bridge divides within or between groups.

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Paid Advertising

Using various media (print, radio, TV, outdoor) to promote products or services.

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Print Materials

Using brochures, pamphlets, newsletters, posters, and annual reports to communicate.

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Media Relations

Engaging with journalists to build relationships and share information.

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Public Service Announcements (PSAs)

Free media spots used for community announcements.

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Community Relations

Direct interaction with the community through methods including mailings, speaking events, and sponsorships.

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Internal Communications

Methods organizations use to communicate with employees, such as memos, newsletters, and events.

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Civil Society

A wide range of organizations that operate independently from the government, including NGOs, unions, and community groups.

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Communication Tools in Communities

Methods used within communities to share information and connect people, such as town festivals, door-to-door campaigns, and local meetings.

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Communication Tools in Schools

Methods for spreading information within schools, including school newspapers, social media pages, and official announcements via memos.

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Print Media

Traditional media using printed materials like newspapers, magazines, and books.

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Broadcast Media

Media transmitted electronically over airwaves, like radio and television, reaching many people simultaneously.

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New Media

Interactive communication forms using the internet, including podcasts, blogs, social networks, and online platforms.

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Social Media

A subset of new media, specifically focusing on platforms for social interaction and sharing content, like Facebook, Twitter, and Instagram.

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Film & Recorded Music

Mass media forms that include movies and recorded music, reaching large audience segments across different regions.

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Journalism

The practice of gathering, reporting, and distributing news through mass media.

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Functions of Journalism

Journalism serves as an informer, interpreter, and a watchdog of power.

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Fourth Estate

A term for the press, considered a fourth branch of government, holding power accountable.

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Journalism's First Obligation

Journalists must strive for truth and accuracy in their reporting.

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Right to Protect Sources

Journalists have the right to keep their sources confidential to ensure freedom of the press.

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Code of Ethics

A set of guidelines journalists follow to ensure ethical and responsible reporting.

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Minimize Harm in Reporting

Journalists should consider the potential consequences of their stories and try to minimize harm.

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Journalism's Role in Democracy

Journalism is crucial for a healthy democracy by providing information and holding power to account.

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Study Notes

Communication

  • Communication originates from the Latin word communis, meaning "to make common" or "to share/impart."
  • It's a two-way process typically initiated by a source and responded to by a receiver.

Elements/Transmission Models of Communication

  • Sender/Source: A person, group, or institution creating or producing a message. Also known as the encoder.
  • Message: The ideas or meanings, expressed verbally or nonverbally.
  • Channel: The medium used to transmit messages (e.g., radio, television).
  • Receiver: The intended recipient of the message; also known as the decoder.
  • Encoding: The process of creating a message in a form understandable by the receiver.
  • Decoding: The process of interpreting the message.
  • Noise: Interference that prevents a message from being accurately understood or interpreted.
  • Context: The situation where communication occurs, including social and cultural factors, the communicators roles, and more.
  • Feedback: The receiver's response or reaction to the message.
  • Effect: The consequence or result of a communication act, or lack thereof.

Functions of Communication

  • Surveillance: Providing news and information.
  • Interpretation: Analysis, commentary, and context of messages.
  • Socialization: Transmission of values, culture, and education.
  • Entertainment: Relaxation, reward, diversion, and reducing tension.
  • Mobilization: Generating public action on social issues.

Levels of Communication

  • Intrapersonal: Internal communication within an individual (e.g., thoughts, self-talk).
  • Interpersonal: Communication between two or a small number of people (e.g., family).
    • Dyadic: Between two people.
    • Group: Between three or more people.
    • Public: Between one person and a large audience (e.g., a lecture).
  • Mass Communication: Transmission of messages to a large audience using technology.
    • Characteristics include a large, diverse, anonymous audience; mediation by a mass medium (e.g., TV, radio); and organization by media institutions producing cultural products.

Computer-mediated Communication

  • Communication through computers and Internet technologies (e.g., email, social media).

Advertising

  • What is advertising? Paid, mediated communication from an identifiable source, attempting to persuade a viewer/reader/listener to take an action.
  • Key elements: Mediated (using a medium), actions (desired behavior changes), and functions (e.g., information transmission, economic stimulus, promoting values).

Career Opportunities in Advertising

  • Account management, research, creative, production, media, and planning.
  • Related roles found in advertising-related media (e.g., TV, print, online).

Professional and Ethical Standards in Advertising

  • Advertisments should not: undermine public trust in authorities; promote violence; disparage or ridicule groups or individuals by personal characteristics (e.g., gender, race); or depict harmful activities (e.g., drinking, smoking).

Public Relations

  • Public Relations: Strategic communication process that develops mutually beneficial relationships between organizations and their publics.
  • Key points in definition: Mutual benefit, strategic process, emphasis on relationships, preferable to management function, and focus on publics over stakeholders.
  • Management function: Conducting research, action planning and evaluation, and generating public understanding.
  • Aims: To influence or change public policy.

Standards and Responsibilities (of public relations)

  • Maintaining ethical conduct, safeguarding trust, avoiding conflicts of interest.

Public Relations Society of the Philippines Code of Ethics

  • Professional conduct emphasizing public interest, accuracy, and good taste.
  • Upholding laws, morals, good customs, and client/employer interests.

Audiences and their Communication Needs

  • Who is the audience? People who consume media content (e.g., TV shows, newspapers).
  • Factors forming audiences: Shared social context and responses to media content.
  • Audience definitions: By location, demographic groups, particular media, message content, and time of consumption.
  • Media-person interactions: Motivation for media use includes diversion, relationship building, fulfilling personal needs, and reinforcing beliefs.

Gratifications of Audiences from Using Media

  • Needs satisfied by media consumption: Information, guidance, diversion, social contact, reinforcement of values, cultural satisfaction, emotional release.

Communication Needs of Organizations

  • Needs of organizations seeking communication: informing, changing behavior, resolving conflict, image building, and reducing barriers between groups.

Communication Tools

  • Communication tools (for organizations): Printed materials, media relations, mailing lists.
  • Communication tools for organizations(page 10) Print: brochures, pamphlets, posters, newsletters, Media: annual reports, contact with journalists, mailing lists, interviews, news conferences, talk shows, feature articles Online: website, letters to the editor, PSAs: Public Service Announcements, in cable TV/Radio Community Relations Direct Mail, Public Speaking, AV presentations, personal contacts,

Communication Media Levels (by type of media)

  • Print media: Newspapers, regular/periodical appearance, news content, individual/group reading.
  • Broadcast media: Radio (cost-effective, low literacy demands, portability, background medium, accessibility), and TV (next to radio in popularity).
  • New Media: Interactive, using the internet, accessible, for mass and personal communication.
  • Social media: Internet-based applications including social networking, collaborative projects, content communities, virtual games, virtual social world technologies.

Journalism

  • What is journalism? Gathering, reporting, and dissemination of news through mass media.
  • Functions: Informer/interpreter; instrument of government, "fourth estate", public critic of government, advocate/policy watchdog.
  • Principles: Commitment to truth, loyalty to citizens, verification, independence, monitoring power, public forum, comprehensiveness, proportionality, and personal conscience.

Rights of Journalists

  • Rights: Free access to information, investigating stories, source confidentiality, publishing without punishment, forming/holding opinions.

Code of Conduct for Journalists

  • Truthful and clear information, defending public rights, responsible public opinion formation, respecting sources, prohibition of discrimination and bribery, respect for privacy.
  • Respecting universal values, diversity, and cultures.

Career Opportunities in Journalism

  • Opportunities in print and broadcast media (e.g., reporters, editors, photographers).

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