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Discipline and Ideas in

the Applied Social
Science (DIASS)
Quarter 2 Module 3:
THE CLIENTELE AND AUDIENCES
IN COMMUNICATION
DIASS_ G12
Quarter 2 – Module 3: THE CLIENTELE AND AUDIENCES IN COMMUNICATION
First Edition, 2020

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Published by the Department of Education

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Layout Artist: Paul Karlo M. Diaz
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Discipline and
Ideas in the
Applied Social
Science (DIASS)
Quarter 2 Module 3:
THE CLIENTELE AND
AUDIENCES IN
COMMUNICATION

ii
Introductory Message
For the facilitator:
(This gives an instruction to the facilitator to orient the learners and support the
parents, elder sibling etc. of the learners on how to use the module.
Furthermore, this also instructs the facilitator to remind the learners to use
separate sheets in answering the pre-test, self-check exercises, and post-test.)

For the learner:

(This communicates directly to the learners and hence, must be interactive. This
contains instructions on how to use the module. The structure and the procedure
of working through the module are explained here. This also gives an overview
of the content of the module. If standard symbols are used to represent some
parts of the module such as the objectives, input, practice task and the like they
are defined and explained in this portion.)

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 LESSON
THE CLIENTELE AND
1 AUDIENCES IN COMMUNICATION

Let Us Learn!
At the end of this lesson, the learners should be able to:
1. Distinguish the clientele and audience of communication
2. Describe the needs of individuals, groups, organizations, and
communities

Let Us Try!
Write below two (2) sentences your own description of the clientele
and audiences in communication.

1. ______________________________________________________________
2. ____________________________________________________________

Let Us Study
Take time to reflect on one thing that you are feeling right now. Write
down on that one statement that you very much want to express. Think of
how you will express or say it to different people in your life. How would it
sound if you were to say it to your parents, your teacher, your school
principal, your close friend, or to your seatmate? Will your way of expressing
the same sentiment differ when said to different people? Why do you think
so?

___________________________________________________________________________
___________________________________________________________________________

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RATIONALE

Why do we need to communicate?

There are many definitions of the word communication. It is describe as

communion, making common or to share and community. The task of
communication pertains to one person sending the message and the other
receiving the message. In other words, it is a tow way process wherein one
person can be both a sender and receiver. This lesson will help us understand
further the persons involved as a clientele and audience.

 In the beginning of human existence the need to communicate has

been part of human beings.
 Communication connotes 'communion', 'community', 'making
common' or ‘to share’.
 Communication is complex.

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 CHARACTERISTICS OF CLIENTELE AND AUDIENCES OF
COMMUNICATION

• We are clientele and audiences in communication. Communication

can only be effective when communicators take into consideration the
characteristics of the intended clientele and audience.

• Social position is the status that a person enjoys in a communication

context.

• Educational level may suggest the reading skills and healthy literacy
and the ability to engage with more complex topics- new and even
unfamiliar.

• Age range can affect choice of communication format or distribution.

• Race and ethnicity is an important consideration in communication

particularly in deciding on graphics and photos.

• Primary language has to be considered if the message is to be

effective.

• Health status matters a lot as it dictates people's disposition to

listening and responding and the ability to make meaning out of the
communicated material.

• Job type of the audience can affect the format of materials and the
distribution methods to be used.

• Information sources matter for they affect the format and distribution
of the communication materials and also the medium they trust.

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Needs of Various Types of Clientele and Audiences of Communications

 As an individual, you want to be the first to know about all matters

that pertain you.

 Every passing time was certainly a moment of resignation and

anguish.

THE INDIVIDUAL AS CLIENT OF COMMUNICATION

As an individual, you want to be the first to know about all matters that
pertain you.
Every passing time was certainly a moment of resignation and anguish.

FOUR (4) MAJOR BARRIERS

1. PERCEPTION
2. INFERENCE
3. LANGUAGE
4. STATUS

The Group and Organization as Client of Communication

• Veloso case:

• Family and friends, migrant organization, legal team, media,

and the Philippine government

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The Community as Client of Communication

The message has to be responsive to the need and the channel has to be
appropriate, and the subject to be communicated has to be relevant to the
community.

Let Us Practice
Write your insights about your new learning on the clientele and
audiences in communication.

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

Let Us Practice More

Imagine yourself as a professional communicator or journalist; would
you have a preferred type of audience? What would it be and why? How would
you best serve the needs of the specific audience of your choice?

Let Us Remember
It is a necessity of a human person to communicate with the people
around, to share thoughts, ideas, experience and feelings.
Communication is a two-way process. We listen and we speak, we give and
receive information. Informally and formally every one of us communicates
making us a clienteles and audiences in communication.

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 Let Us Assess
I. Test Your Knowledge

A. Distinguish the characteristics of the clientele and audiences of

communication.
1. ___________________________________________________________
2. ___________________________________________________________
3. ___________________________________________________________
4. ___________________________________________________________
5. ___________________________________________________________
6. ___________________________________________________________
7. ___________________________________________________________
8. ___________________________________________________________

B. Distinguish the needs of the different types of clientele and audiences

and determine the most appropriate type of communication medium to
use.

Clientele/Audience Medium
1.
2.
3.

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II. Check Your Understanding

A. Why is there a need to consider the clientele and audience of

communication when deciding what form of medium to use?
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

B. For a professional communicator, what would be the difference between

having an individual as his/her audience from having a group or a
community as the audience? How would it affect his/her preparation
for communication?
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

C.
D. Apply Your Learning

Perform the following task.

Goal Your goal is to deliver the same news report to two

different audiences. Role: You will take on the role
of news reporter of a big TV network.

Audience Your audience for the first reporting involves

individuals with high social status. The audience for
you second reporting involves individuals with low
education level.

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Situation You are a news reporter assigned to cover a press
conference with the Department of Education on the
opening of school year 2020-2021. You are tasked to
report the proceedings of the press conference in two
different news programs of the network. Your first
report is aired in a cable channel morning show with
people with high social status as its main viewers.
The second one is aired at noontime in an AM
channel with common working people as its main
listeners. You are given 5 minutes air time in both
programs.

Performance You are to draft your report twice to serve the

different needs of your two types of audience.

Standard Your drafts should contain at least three main

points from the coverage of the press conference
and package in two different ways ready to be
delivered to the intended audience.

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 Let Us Enhance
Prepare an info graphic material or campaign poster to advocate the
importance of effective communication during this pandemic. Strategically
give this to different clientele and audience of communication based on the
most accessible way of reaching them.

Let Us Reflect
Communication can be effective and attainable to a specific clientele
and audiences if it is clearly understood. Communicating effectively
assumes the clientele and audience’s point of view and makes the message
relevant to them. Thus, the method to be used in communication is carefully
chosen as most effective for the target clientele and audiences.

Answer key to Activities

11.Information sources
10.Job type
9. Health status
8. Primary language
7. Race and ethnicity 3. Community
6. Age range organization
5. Educational level 2. Group and
4. Social position 1. Individual
Test your knowledge - A Test your knowledge - B

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 References

Discipline and Ideas In Applied Social Sciences,

Elias M. Sampa, First Edition

For inquiries or feedback, please write or call:

Department of Education – Division of Tagum City

Office Address: Energy Park, Apokon, Tagum City, 8100

Telefax: (084) 216-3504

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E-mail Address: [email protected]