DISCIPLINES AND IDEAS IN THE SOCIAL SCIENCES 2ND QUARTERLY EXAMINATION REVIEWER PDF

DISCIPLINES AND IDEAS IN THE SOCIAL SCIENCES 2ND QUARTERLY EXAMINATION REVIEWER LESSON 1: COMMUNICATION WHAT IS COMMUNICATION? from the Latin word communis “to make common” communicare meaning “ to share or impart” It is a two-way process which usually starts with the source initiat...

DISCIPLINES AND IDEAS IN THE SOCIAL SCIENCES 2ND QUARTERLY EXAMINATION REVIEWER LESSON 1: COMMUNICATION WHAT IS COMMUNICATION? from the Latin word communis “to make common” communicare meaning “ to share or impart” It is a two-way process which usually starts with the source initiating the process and the receiver responding. ELEMENTS/TRANSMISSION MODELS OF COMMUNICATION 1. Sender/Source - person, groups or institutions that create or produce the message. > also referred to as encoder 2. Message - the ideas or meanings, expressed in verbal or nonverbal means. 3. Channel - the medium such as radio, used to transmit messages. 4. Receiver - the person, group or institution to whom the message is intended. > also referred to as decoder 5. Encoding and decoding - Encoding refers to the way the communication source creates the message into a form that can be understood by the receiver. - Decoding refers to the processing of the message by the receiver so that he or she is able to understand and react to it. 6. Noise - interference that prevents a message from being accurately understood or interpreted.  7. Context - the situation in which the communication takes place and may include sociocultural factors, the status and the roles of the communicators, rules and the like. 8. Feedback - the response or reaction of the receiver to the message received. 9. Effect - the consequence or result – or lack of result, for that matter- of a communicative act. FUNCTIONS OF COMMUNICATION 1. Surveillance - news and information role of communication. 2. Interpretation - refers to analysis, commentary, context and other meanings which are found in a message. 3. Socialization - refers to the transmission of values and culture within a society and also to the education functions of communication and the media. 4. Entertainment - refers to functions related to relaxation, reward, diversion and reduction of tension. 5. Mobilization - refers to the communication and media’s ability to generate public action about social issues. LEVELS OF COMMUNICATION 1. Intrapersonal Communication - is an internal communication process taking place within the individual. It is thought processes, speaking aloud, writing to oneself.  2. Interpersonal Communication - involves two persons or small groups such as family. Classifications of Interpersonal Communication: Dyadic Communication when 2 persons are involved. Group Communication where there are 3 or more persons communicating face to face. Give immediate feedback. Public Communication where a large group such as public lecture or church ceremony. Monologue style and feedback is minimal or restricted. 3. Mass Communication - involves the transmission of messages to large audiences using technology of communication. Characteristics of Mass Communication: 1. The audience of mass communication is a large, diverse, anonymous audience 2. Communication act is mediated by a mass medium or technology of communication such as TV or radio. 3. The communication is organized by mass media institutions which produce and distribute information and cultural products such as advertisement, movies and the like. Characteristics of Mass Communication Procedure: ○ Large, scale distribution and reception of content ○ One-directional or one-way flow ○ Asymmetrical relation between sender and receiver ○ Impersonal and anonymous relationship with audience ○ Calculative or market relationship with audience ○ Standardization and commodification of content  4. Computer-mediated communication - refer to any communication taking place using the computer and internet-based technologies such as email, message board, personal websites, voice conferencing, chat rooms and social media. LESSON 1.1: PROFESSIONALS AND PRACTITIONERS IN COMMUNICATION What is advertising? is a “paid,mediated form of communication from an identifiable source, designed to persuade the reader(listener or viewer) to take some action, now or in the future.” (Jef Curran). KEY ELEMENTS OF ADVERTISING Mediated - refers to the presence of a medium like television, radio or billboard, to convey the message from sender to receivers. Actions - refers to the behavior that is desired by the advertiser, such as buying a product or service, adapting a behavior. FUNCTIONS OF ADVERTISING refers to the behavior that is desired by the advertiser, such as buying a product or service, adapting a behavior. As transmitter-provides information As an economic stimulant-stimulates demand and drives economic growth. A purveyor of values- promote certain values such as health, thrift, civic engagement, environment-friendly behavior. CAREER OPPORTUNITIES IN ADVERTISING ○ Account management ○ Research and account planning ○ Creative ○ Production ○ Media and planning and buying Careers may also be found in the media used for advertising such as: ○ Mass media such as TV, radio, print ○ Online media ○ Nontraditional media such as billboards, neon signs, transit ads, ad balloons ○ New media forms such as websites, emails, games ○ Mall events and events marketing PROFESSIONAL AND ETHICAL STANDARDS IN ADVERTISING Advertisements 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 What is public relations? is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. WHAT ARE THE KEY POINTS IN THIS DEFINITION? Simple and straightforward as a communication process, one that is strategic in nature and emphasizing “mutually beneficial relationships. Process is preferable to management function, which can evoke ideas of control and top-down, one-way communications Relationships relate to public relations’ role in helping to bring together organizations and individuals with their key stakeholders. Publics is preferable to “stakeholders,” as the former relates to the very “public” nature of public relations, whereas “stakeholders” has connotations of publicly-traded companies. MANAGEMENT FUNCTION OF PUBLIC RELATIONS Researching, conducting and evaluating on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. Planning and implementing the organization’s efforts to influence or change public policy. 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. PUBLIC RELATIONS SOCIETY OF THE PHILIPPINES CODE OF ETHICS ○ Conduct our professional way of life with the interests of the public as our basic and primary guide. ○ Conduct our activities in full accordance with the accepted standards of trust, objectivity, accuracy and good taste. ○ Uphold the rule of law and the dictates of public order, public policy, morals and good customs. ○ Protect the interest of our clients or employers by being thankful to our commitments to them. ○ Safeguard the confidence of our present and former clients or employers by keeping trade secrets of other information of similar nature, unless a competent government authority, by reason of national security or public policy, orders their disclosure. ○ Refuse any form of valuable consideration for a service, involving the profession, from any one other than our clients or employers, even if it does not involve conflicting interests, unless all interested parties give full consent. LESSON 1.2: AUDIENCES AND THEIR COMMUNICATION NEEDS Who is the audience? People who watch the television shows, read the newspapers, watch the films 2 FACTORS ON HOW AUDIENCES ARE FORMED 1. Social Context – People from the same background leads to shared cultural interests, understandings and information needs 2. Response to Media Content – News Show, Variety Show, Soap Opera AUDIENCE DEFINED BY DENIS MCQUIAL By place: as in the audience of case of a community newspaper By people: as when media content appeals to a certain age group, gender, political belief or income category By 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 soap operas By times: as in daytime, primetime or weekend audiences TYPOLOGY OF MEDIA-PERSON INTERACTIONS by McQuail (1972) Diversion: escape from routine or problems, emotional release Personal relationships: companionship, social utility Personal identity: self-reference, reality exploration, value reinforcement  Surveillance: information seeking GRATIFICATION OF AUDIENCES FROM USING MEDIA ○ Information and education ○ Guidance and advice ○ Diversion and relaxation ○ Social contract ○ Value reinforcement ○ Cultural satisfaction ○ Emotional release ○ Identity formation and confirmation ○ Lifestyle expression ○ Security ○ Sexual arousal ○ Filling time COMMUNICATION NEEDS OF ORGANIZATIONS (INETT & SHWECHUK, 2003) To inform To build understanding or change a behavior To resolve conflict or prevent misunderstandings To present a point of view or project an image To lower barriers between groups and individuals COMMUNICATION TOOLS ○ Paid Advertising Print (magazine, newspaper)  Radio Television Outdoor Transit ads Mall displays ○ Print Materials - Brochures/pamphlets/publications - Posters - Newsletters - Annual reports ○ Media relations Regular contact with journalists Mailing lists One-on-one interviews News conferences Talk shows Feature articles Website postings Letters to the editors ○ Public Service Announcement (PSAs) Cable television and radio often accept community PSAs ○ Community Relations Direct mail Public speaking AV presentations Personal contacts  Public meetings Site tours Educational opportunities Sponsorship opportunities ○ Government Relations Regular contact with key officials Add government officials/offices to your mailing lists Briefings/briefing documents ○ Organization/Corporate Communications Spokesperson Speeches Special events Displays Trade shows Annual and other reports Annual meetings ○ Internal Communications Meetings Newsletters Employee annual report Information in pay envelopes Letters sent to employees’ homes Bulletin board messages Electronic mail messages Employee special events LESSON 1.3: COMMUNICATION IN VARIOUS SETTINGS 1. Government - refers to the institutions, the group of people, the processes and the authority that runs our society according to a set of rules. > Should be timely, accurate, clear, and complete. It should provide information, education, socialization, persuasion, and mobilization. Governance - the exercise of power to guarantee the effective participation of citizens in political decision-making and in economic policy-making, manage and allocate resources and ensure a workable, acceptable and principled resolution of public disputes. HOW DOES THE PH GOVERNMENT COMMUNICATE TO CITIZENS - (1) Through the PIA! Philippine Information Agency: provides accurate, timely, and relevant information to enable citizens to participate meaningfully in the democratic process, and technical assistance to other government agencies regarding the communications component of their programs through multi- media strategies. (2) Through the Secretary of the Presidential Communications Office (3) Through the Executive Secretary: The Executive Secretary of the Philippines who is the head and highest-ranking official of the Office of the President of the Philippines and a member of the Cabinet of the Philippines.  (4) Through the issuance of EO: An executive order is defined as a declaration by the president or a governor which has the force of law, usually based on existing statutory powers. Executive orders do not require any action by the Congress or state legislature to take effect, and the legislature cannot overturn it. 2. Communication in Private Sector Private Sectors - refers to business and industries run by individuals and companies rather than by the government. Corporate Communication - the strategy which a company adapts to create, communicate and maintain its business image among its customers,stakeholders and target audiences and attain its business goals. Multinational Advertising and Public Relations Companies - McCann Ericson, BBDO, Ogilvy, Saatchi, Publicis 3. Communication in Civil Society Civil Society - wide array of organizations, community groups, NGOs, labor unions, indigenous groups, charitable organizations, faith-based organizations, professional associations and foundations. How does Civil Society communicate with the people? ○ Media ○ Trained communication ○ Staffs ○ Internal communication arms ○ Hire communication agencies  ○ Hire writers, public relations experts, information campaign strategies and social media 4. Communities and Schools - Communication tools in the communities: Town fiesta, Door to door campaigns, Barangay meetings, Barangay ordinances - Communication tools in school: Communication and information units such as school paper, FB page and websites, School Memos COMMUNICATION MEDIA LEVELS 1. Print Media Newspaper ○ Regular or periodical appearance ○ Use of print technology ○ News content ○ Individual or group reading 2. Broadcast Media Radio ○ Cost-effective ○ Low demand on literacy skills ○ Portability ○ Background medium ○ Accessibility to the visual Television ○ Television comes next to radio in popularity, according to the latest UNESCO World Communication and Information Report  ○ Filipinos spend between 4-5 hours per day watching TV. Television programs may be categorized into; news, news analysis, documentaries, informal and formal educational programs, sports, music, and entertainment 3. Film & Recorded Music - Film is a mass media in the sense that it reaches a large part of the population, even in rural areas. 4. New Media & Social Media New Media - an interactive form of communication that uses the internet, including podcasts, blogs, social networks, text messaging, wikis, virtual words and all other-aided communication formats that are available online. New media is interactive, has ubiquity and de-locatedness, accessible, a medium for both mass and personal communication, hypertext, and multimedial Social Media - a subset of the new media has dominated the mass media landscape in recent years. 6 types of internet-based applications: (1) Social Networking (2) Collaborative Projects (3) Content Communities (4) Virtual games (5) Virtual social world (6) Technologies LESSON 1.4: JOURNALISM What is Journalism? refers to the gathering, reporting and dissemination of news through the mass media. a system which arose to provide for society’s need for news. FUNCTIONS OF JOURNALISM ○ as informer,interpreter and instrument of government ○ “fourth state” which views the press as representative of the public, critic of government, advocate of policy and general watchdog (Cohen,1963) 9 PRINCIPLES OF JOURNALISM 1. Journalism’s first obligation is to the truth. 2. Its first loyalty is to citizens. 3. Its essence is a discipline of verification. 4. Its practitioners must maintain an independence from those they cover. 5. It must serve as an independent monitor of power. 6. It must provide a forum for public criticism and compromise. 7. It must strive to make it significant, interesting and relevant. 8. It must keep the news comprehensive and proportional. 9. Its practitioners must be allowed to exercise their personal conscience. RIGHTS OF JOURNALISTS 1. Free access to all sources of information. 2. The right to investigate stories that are of interest to the public. 3. The right to protect the identity and confidentiality of one’s sources. 4. The right to publish stories without fear of punishment. Article 15: The right to form, hold, receive and impart opinions. Article 16: Free and equal access to information inside and outside state borders. Article 19: The freedom to hold opinions without interference and to seek, receive and impart information through any media. CODE OF CONDUCT OF JOURNALISTS Truthfulness of information Clarity of information Defense of the public’s rights Responsibilities in forming public opinion Standards of gathering and presenting information Respecting the integrity of sources Prohibition of discrimination on the basis of race, ethnicity, religion and other characteristics Respect for privacy Prohibition of bribery and other benefits The need to respect universal values and the diversity of cultures The need to promote human rights, peace, social progress and democracy CODE OF ETHICS Seek truth and report it. Minimize harm. Act independently. Be accountable. CAREER OPPORTUNITIES IN JOURNALISM ○ Print, broadcast (radio and TV) ○ Reporter, editor, columnist, copy editor, photographer, proofreader and layout artist.