Disciplines and Ideas in the Applied Social Sciences Module 12 PDF

Senior High School Disciplines and Ideas in the Applied Social Sciences Module 12: Clientele and Audiences of Communication; Needs of Individuals, Groups, Organizations and Communities AIRs - LM LU_Disciplines...

Senior High School Disciplines and Ideas in the Applied Social Sciences Module 12: Clientele and Audiences of Communication; Needs of Individuals, Groups, Organizations and Communities AIRs - LM LU_Disciplines and Ideas in the Applied Social Sciences_Module12 HUMSS – DISCIPLINES AND IDEAS IN THE APPLED SOCIAL SCIENCES Module 12: Clientele and Audiences of Communication; Needs of Individuals, Groups, Organizations and Communities Second Edition, 2021 Copyright © 2021 La Union Schools Division Region I All rights reserved. No part of this module may be reproduced in any form without written permission from the copyright owners. Development Team of the Module Author: Mary Grace L. Dacanay, Randy Stephen B. Fangonilo Editor: SDO La Union, Learning Resource Quality Assurance Team Content Reviewers: Janet D. Sagayo, Jesusa A. Vinluan Language Reviewers: Ricky O. Ramirez, Moises M. Lopez III Illustrator: Ernesto F. Ramos Jr. Design and Layout: Eliza A. Ponce Management Team: Atty. Donato D. Balderas Jr. Schools Division Superintendent Vivian Luz S. Pagatpatan, PhD Assistant Schools Division Superintendent German E. Flora, PhD, CID Chief Virgilio C. Boado, PhD, EPS in Charge of LRMS Mario B. Paneda, EdD, EPS in Charge of Araling Panlipunan Michael Jason D. Morales, PDO II Claire P. Toluyen, Librarian II Printed in the Philippines by: _________________________ Department of Education – SDO La Union Office Address: Flores St. Catbangen, San Fernando City, La Union Telefax: 072 – 205 – 0046 Email Address: [email protected]  Senior High School Discipline and Ideas in the Applied Social Sciences Module 12: Clientele and Audiences of Communication; Needs of Individuals, Groups, Organizations and Communities Introductory Message This Self-Learning Module (SLM) is prepared so that you, our dear learners, can continue your studies and learn while at home. Activities, questions, directions, exercises, and discussions are carefully stated for you to understand each lesson. Each SLM is composed of different parts. Each part shall guide you step-by-step as you discover and understand the lesson prepared for you. Pre-tests are provided to measure your prior knowledge on lessons in each SLM. This will tell you if you need to proceed on completing this module or if you need to ask your facilitator or your teacher’s assistance for better understanding of the lesson. At the end of each module, you need to answer the post-test to self-check your learning. Answer keys are provided for each activity and test. We trust that you will be honest in using these. In addition to the material in the main text, Notes to the Teacher are also provided to our facilitators and parents for strategies and reminders on how they can best help you on your home-based learning. Please use this module with care. Do not put unnecessary marks on any part of this SLM. Use a separate sheet of paper in answering the exercises and tests. And read the instructions carefully before performing each task. If you have any questions in using this SLM or any difficulty in answering the tasks in this module, do not hesitate to consult your teacher or facilitator. Thank you.  Target Communication is simply the act of transferring information from one place, person or group to another. Every communication involves at least one sender, a message and a recipient. This may sound simple, but communication is actually a very complex subject. In your previous lesson, you are able to distinguish between the ethical and unethical behaviors among practitioners. This learning material will provide you with information and activities that will help you understand the Clientele and Audiences of Communication. After going through this learning material, you are expected to: Describe the clientele and audience of communication. (HUMSS_DIASS 12-IIa-37) Distinguish the needs of individuals, groups, organizations and communities (HUMSS_DIASS 12-IIa-38) 1 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12  Jumpstart Pre-test Directions: Read and analyze each question carefully. Choose your answer from the given choices. Use a separate sheet of paper for your answers. ___1. Which type of audience is commonly referred to as netizens? A. community B. group C. individual D. online ___2. Which of the following requires communication needs which are specific to them? A. community B. group C. individual D. online ___3. What the audience wants to be the first to know about all matters that pertain to them? A. community B. group C. individual D. online ___4. What type of audience includes readers, listeners and viewers? A. community B. group C. media D. online ___5. Which of the following demands a message relevant to their area? A. community B. group C. media D. online ___6. Which serves an invitation to all participants to respond? A. community B. group C. media D. online ___7. What refers to the readers, listeners and viewers? A. community B. group C. media D. online ___8. What type of audience is dispersed and interactive? A. community B. group C. media D. online ___9. They are usually large, vast and unseen. What audience is this? A. community B. group C. media D. online ___10. They have high consumption practices. A. community B. group C. media D. online 2 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12  Discover In communication, audience is an umbrella term that pertains to the receiver of the message in an interpersonal, group, organization and public setting. They are also the readers, listeners, viewers, users and consumers of different forms of media, such as newspapers, television, radio and new media. The audience is a group of individuals consuming a particular form of communication. 1. Individuals Interpersonal communication is the level of communication most associated with this type of audience. Communicating with individuals is still one of the most effective ways by which we can deliver our message and is likely the one we will engage in the most during the course of our lifetime. It is through the individual that communication is most influential in changing opinions, in dealing with resistance and indifference to issues, and in maintaining harmony in social situations (Marsen, 2006). It provides a two-way exchange of information where both senders and receivers are in a give-and-take process of clarifying, explaining and negotiating messages. Communicating with individuals is characterized by less interference, whether external or internal noise, due to the simplicity of the process. 2. Communities Effective communication with communities requires taking into consideration their size, collective backgrounds and experiences and the main issues that impact their daily lives. Communication in this type of audience is used to convey and explain information, to seek community feedback on the information, to engage community talent and skills in helping solve a collective problem, to elicit community support for an initiative or program, and to engage and/or negotiate community in a planning process, among others. The following are some enabling features that allow for effective communication with communities (Butler, 2006): A. An invitation to all participants to respond to the communication; B. Easy-to-use vehicles to allow return of communication; C. A capacity for all community members to communicate with each other, without the possibility that the communication will be bottlenecked as it passes back through the engagement project’s sponsor. 3 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12 3. Groups and Organizations When groups and organizations are formed, a new identity is formed irrespective of the identities or personal characteristics of each individual member (Marsen, 2006). Communities have the following characteristics: A. Interdependence. Communicating with groups means being aware that each member is an integral part of the whole and that it needs each other to maintain its existence and achieve its goals. It is precisely the role of communication to foster these ties and make sure that the group or organization functions together toward a common objective. B. Interaction. Members of a group or organization communicate in a purposeful manner to achieve a goal. Communication plays a role in problem solving, role-playing, team building, and trust building. According to Cragon, Wright and Kasch, communication plays a role in interaction through problem solving, role playing, team building and trust building. C. Synergy. Working in a group or organization allows its members to synergize, meaning, to cooperate with one another so that their collective efforts could lead to better results than when working as individuals. It is through communication that the synergy among members is achieved. D. Common Goals. Members of a group or organization share common objectives or goals. E. Shared Norms. This pertains to a groups or organization’s culture that they develop through the course of time as members start working together. In communicating with them, it is important to have prior knowledge of the characteristics, background, values, norms that they observe in order to achieve effective communication. 4. Media Audiences Media audiences are the readers, listeners, viewers, users and consumers of media such as newspapers, television, radio and new media. Media audiences have the following characteristics: A. Large and vast as they are numerous and are not within a fixed location, which also mean that direct feedback is not possible. B. Unseen as messages is delivered to viewers or readers in the privacy of their own home and in their own private time. There is also no specific identifying characteristic for the media audience except for general categorization like age, gender, income and status among others. 4 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12  C. Measurable as they can be researched and analyzed through statistical measurement like ratings and audience share. D. Fragmented and Diverse. Fragmented because from a large audience, they are also categorized by media companies into consumers of different medium, products and services; and diverse because they are not limited to particular communities or groups and they differ in age, gender, ethnic and religious background. 5. Online Audience The online audience is composed of the active users of the internet. They are also referred to as netizens. The Internet audiences are characterized by the following: A. Dispersed. Weaver (1993) notes that the internet can reach various audiences - the general public as in the case of online news; a significant segment of society as in the case of those interested only in business or sports; or relatively small, special-interest groups as in the case of art hobbyists forming online communities. Unlike with television and radio where audiences are limited to the country where these shows are produced, internet audience is not confined to a specific location. B. Interactive. The internet has made the relationship between receiver and sender more interactive as opposed to the one-way and linear delivery of message from mass media to its audience. As what we have previously discussed, there is no instant feedback when watching television or reading newspapers or magazines, but this is something that the internet provides. C. A certain degree of technological knowledge. Internet users are expected to possess a certain degree of knowledge in order to navigate websites. Unlike the simple on/off button and the channel surfing features of television, internet users must not only be familiar with how to use a computer or a tablet, but how to navigate the features of specific websites in order to maximize their online experience. D. High Consumption Practices. According to Abrahamson (1998), while there are types of people using the internet similar to that of the mass, this audience has very high consumption practices and looks for very specific and valuable information to fulfill or satisfy their goals and needs. In short, access to the internet comes with a price (acquisition of gadget and DSL or broadband connection, among others), which means that the act of being online brings with it a purpose for the user. In recent years, consumers have 5 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12  become dependent on the internet when it comes to reading reviews about products or services they want to purchase or avail of. Social work entails the ability to discern sensitive areas in the narrative of clienteles so that extrication of the needs of each in their respective aspects— individual, groups, organizations, and communities—can be satisfied. It should be clear that it is a profession concerned with helping people to enhance their individual and collective well-being. Social workers should be sensitive to what data they have of their clienteles in order to pinpoint what appropriate interventions can be administered. Below are the classifications of clienteles and their corresponding needs that may aid you in reaching out to people so that you can help them CHARACTERISTICS AND NEEDS OF VARIOUS TYPES OF CLIENTELES 1.1 Working with Individuals In his casework, attention is focused on the individual. Efforts at helping are centered at him given that he/she is the principal clientele. There are individuals who are unable to handle stress which may be a result of a distressful situation or problem caused him/her (De Guzman, 1992). This is the common type of counseling. Problems like alcoholism, loss of job, divorce, imprisonment, and rehabilitation each elicit emotional response that may not be clear with the clienteles themselves, triggering them to behave in a certain way that do not favor their already dire situation. Without appropriate support system, environment, and people to guide them, these individuals may become vulnerable and may come out even worse when all they needed only was a person who is a willing listener. 2.2 Working with Groups and Organizations The sociological concept states that a person is a social being who has the inclination and need to associate with other human beings. It is in this context that social group work as a process and method. While it is true that part of being human is our fundamental individuality, it cannot be denied that certain aspects in our personalities or interest bear similarities with other, sharing some common threads that we can identify with. In a social group casework, this convergence in shared parts of identities can produce a productive dialogue simply because the clienteles will find courage and 6 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12 inspiration from each other, knowing that the people they happen to share the room during counselling carve up similar narratives as theirs. 2.3 Working with Communities In order to have a full grasp of what kind of work constitutes a community counseling, it is necessary to look at its definition and concepts. Johnson defined community as a group of people gathered together in a geographic area who have common interests, actual or potentially recognized in the social welfare field. Warren developed this definition into two concepts namely, geographic and functional. A geographic community refers to the people in a specific geographic area like village, barangay, sitio, district, municipality, city, province, region, nation, or the world. A functional community, on the other hand, is composed of the people who hold common values, share common functions or express some common interest such as education, health, livelihood, labor, welfare or recreation. Community counseling is different from group counseling in the sense that the former is broader in scope and that the breath of the counseling’s goal affects a larger group and interests of people. Explore Activity 1: Guess the Audience There is a total of five audiences in communication. These are individuals, communities, groups and organizations, media audiences and online audiences. Below are different situations where clienteles are diverse. Can you identify the audience? What you have to do: Read and analyze the situations below. Try to identify the type of audience described in each. _____1. Julia is a successful broadcast journalist. One day, she was invited by her alma mater to speak before an audience composed of mostly women who wish to take up media-related careers. _____2. Filipinos spend the most time in social networking sites as compared to other countries. 7 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12 _____3. Magazines, newspapers and television programs are being consumed by a specific group of people with the same interests. _____4. People are encouraged to engage themselves to help in solving a collective problem where their skills and talents are needed. _____5. Laura tries to relay her ideas to Keziah as they both want to come up with a single concept that would benefit them. Activity 2 Directions: Identify the type of audience described in each number. Write the correct words from the choices in the box. Use a separate sheet of paper for your answers. Individual Community Online Group and Organizations Media _______________ 1. Unseen but measurable _______________ 2. Work together for a sole goal _______________ 3. Interpersonal communication _______________ 4. Fragmented and diverse _______________ 5. Have no instant feedback Activity 2. BRAIN BANK Directions: Describe the needs of the different types of clientele and audiences. Copy the retrieval chart and write your answers in a separate sheet of paper. Clientele/Audiences Needs Individual Group/Organization Community 8 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12  Deepen At this point, you are required to complete the table below describing the different clientele and audience of communication. TABLE 1. Clientele and Audience of Communication Types and Description Advantages Disadvantages 9 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12  Rubrics for Scoring the Output SCORE 5 4 3 2 1 Completeness Five types Four types Only three Only two Only one of of types of types of type of audiences audiences audiences audience audience are given. are given. are given. are given. is given. Content Five types Four types Only three Only two Only one of of types of types of type of audience audiences audiences audiences audience are given are given are given are given is given and and and and and described described described described described properly. fairly. fairly. fairly. poorly. Clarity of Five types Four types Only three Only two Only one Discussion of of types of types of type of audience audiences audiences audiences audience are given; are given are given are given is given described and and and and properly described described described described and fairly and fairly and fairly and poorly discussed discussed discussed discussed and thoroughly thoroughly thoroughly thoroughly discussed.... poorly Activity. Practical Research Directions: Use the needs assessment tool in Appendix A to address the needs of clientele in your community. You may ask the help of your parents/guardians for the survey or you could use your online resources like messenger. Your clientele are the following: A. Teenagers – 16 to 18 years old B. Mothers C. Barangay officials D. Single parents (Male or Female) After the data gathering activity, tally the results of the survey in a separate sheet of paper then answer the following questions 10 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12 What are the most prevalent concerns that you have gathered? __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ What are the top 3 programs needed by the respondent? __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ From the result of the survey, come up with conclusions and recommendations on the prevalent counseling needs of the respondents. Answer this in a separate sheet of paper. Counseling needs of the Respondents 11 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12  Gauge Directions: Read each item carefully. Write only the best answer for each test item. Use a separate sheet of paper for your answers. 1. Which of the following best describes media audiences? A. They share the same culture. B. They are fully aware of each other. C. They are driven by a common goal. D. They are numerous and are not within a fixed location. 2. What type of audience is communication most influential in changing opinions? A. group B. individual C. media D. online 3. Media audiences can be researched and analyzed through ratings and audience share. What characteristic of media audience is being shown? A. fragmented and diverse B. measurable C. measurable D. unseen 4. The following are some enabling features that allow for effective communication with communities EXCEPT ONE. Which is it? A. capacity to communicate with each other B. communication at its most influential state C. easy-to-use vehicles to allow return of communication D. invitation to all participants to respond to the communication 5. Which of the following characteristics of groups and organizations refers to the group being aware that each member is an integral part of the whole? A. interaction B. interdependence C. shared norms D. synergy 6. Which of the following types of audience is commonly referred to as netizens? A. group B. individual C. Media D. online 7. The internet audiences are characterized by the following EXCEPT ONE. Which is it? A. dispersed B. has high consumption practice C. interactive D. share common goals 12 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12 8. What type of audience can communication be at its best? A. group B. individual C. media D. online 9. Which of the following best describes communication with individuals? A. more interactive and dispersed B. has high consumption practices C. characterized by less interference. D. has certain degree of technological knowledge 10. What best describes an online audience? A. fragmented and diverse B. fosters ties and functions together C. allows members to synergize and cooperate D. composed of the active users of the internet 11. Which of the following characteristics of groups and organizations refer to the cooperation of one another to yield better results? A. common goals B. shared norms C. interaction D. synergy 12. What country spends the most time in social networking sites? A. Indonesia B. Malaysia C. Philippines D. Singapore 13. Why is it important to determine your audience in communication? A. to gain good impression B. to surprise them with your capacity C. to better address their current needs D. to achieve something after delivering the message 14. Which of the following statements is true about online audience? A. They are driven by a common goal B. They understand that each user is vital to the whole C. They prefer consuming information from magazines and newspapers D. They are expected to possess a certain degree of knowledge to navigate 15. Which is not a part of the media audience? A. listeners B. online users C. readers D. viewers 13 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12 14 Jumpstart Activity 1: 1. D 2. B. 3. C. 4. C 5. A. Enrichment Activity 1: 1. Group and Organizations 2. Online Audience 3. Media 4. Communities 5. Individual Assessment 1: 1. Media 2. Groups and Organizations 3. Individuals 4. Media 5. Online Gauge: 1. D. 2. B. 3. C. 4. B. 5. B. 6. D. 7. D. 8. B. 9. C. 10. D. 11. D 12. C. 13. C. 14. D. 15. B. Answer Key References Printed Material Cauyan, J. L., Brillon, C.A., Quilicol, R.T. Disciplines and Ideas in the Applied Social Sciences. Quezon City: Vibal Group, Inc. (2017). Websites Ardal, S., Butler, J., Edwards, R. Module 5: Community Engagement and Communication. The Health Planner’s Toolkit. Health System Intelligence Project. Retrieved from http//www.health.gov.on.ca/transformation/providers/information/resourc es/health _planner/module_5pdf(2006) 15 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12  For inquiries or feedback, please write or call: Department of Education – SDO La Union Curriculum Implementation Division Learning Resource Management Section Flores St. Catbangen, San Fernando City La Union 2500 Telephone: (072) 607 - 8127 Telefax: (072) 205 - 0046 Email Address: [email protected] [email protected] 16 LU_ Disciplines and Ideas in the Applied Social Sciences_Module12