SENIOR HIGH SCHOOL - HUMSS

Disciplines and Ideas

in the Applied Social
Sciences
Fourth Quarter - Module 1:
The Clientele and Audiences
in Communication
Disciplines and Ideas in the Applied Social Sciences – Senior High School
Alternative Delivery Mode
Quarter 4 – Module 1: The Clientele and Audiences in Communication
First Edition, 2020

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Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writers: Name Lailaini Guillermo
Editors/Reviewers: Edwin C. Padasdao
Lena M. Go
Illustrator:
Layout Artist:
Management Team: Joann A. Corpuz
Joye D. Madalipay
Arnel S. Bandiola
Jenetrix T. Tumaneng

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E-mail Address: [email protected]

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 11
Disciplines and Ideas
in the Applied Social
Sciences
Quarter 4 - Module 1:
The Clientele and Audiences
in Communication

iii
Introductory Message
For the facilitator:

Welcome to the Disciplines and Ideas in the Applied Social Sciences

Alternative Delivery Mode (ADM) Module on The Clientele and Audiences in
Communication.

This module was collaboratively designed, developed and reviewed by

educators both from public and private institutions to assist you, the teacher or
facilitator in helping the learners meet the standards set by the K to 12 Curriculum
while overcoming their personal, social, and economic constraints in schooling.

This learning resource hopes to engage the learners into guided and
independent learning activities at their own pace and time. Furthermore, this also
aims to help learners acquire the needed 21st century skills 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:

Note 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. Furthermore, you are expected to encourage and
assist the learners as they do the tasks included in the module.

For the learner:

Welcome to the Disciplines and Ideas in the Applied Social Sciences

Alternative Delivery Mode (ADM) Module on The Clientele and Audiences in
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 resource while being an
active learner.

This module has the following parts with their corresponding icons:

What I Need to This will give you an idea of the skills or

Know competencies you are expected to learn

iv
 in the module.

What I Know This part includes an activity that aims

to check what you already know about
the lesson to take. If you get all the
answers correctly, you may decide to
skip this module.

What’s In This is a brief drill or review to help you

link the current lesson with the previous
one.

What’s New In this portion, the new lesson will be

introduced to you in various ways such
as a story, a song, a poem, a problem
opener, an activity or a situation.

What is It This section provides a brief discussion

of the lesson. This aims to help you
discover and understand new concepts
and skills.

What’s More This comprises activities for independent

practice to strengthen your
understanding and skills of the topic.
You may check the answers in the
exercises using the Answer Key at the
end of the module.

What I Have This includes questions or open-ended

Learned statements to be filled in to process what
you learned from the lesson.

What I Can Do This section provides an activity which

will help you transfer your new
knowledge or skill into real life
situations.

Assessment This is a task which aims to evaluate

your level of mastery in achieving the
learning competency.

Additional In this portion, another activity will be

Activities given to you to enrich your knowledge or
skill of the lesson learned. This also
develops retention of learned concepts.

Answer Key This contains answers to all activities in

the module.

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 At the end of this module you will also find:

References This is a list of all sources used in

developing this module.

The following are some reminders in using this module:

1. Use the module with care. Do ii not put unnecessary mark/s on any
part of the module. Use a separate sheet of paper in answering the
exercises.
2. Don’t forget to answer What I Know before moving on to the other
activities included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your
answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through
with it.
If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are not
alone.
We hope that through this material, you will experience meaningful learning
and gain deep understanding of the relevant competencies. You can do it

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 What I Need to Know

This module was specifically developed and designed to provide you

fun and meaningful learning experience, with your own time and pace. It
will also encourage you to undertake participant observation to adequately
document and critique the content. Thus, it will lead you to discover and
learn about the topic below:
Lesson 1: Clientele and Audiences in Communication
Learning Competencies:
• Describe the clientele and audiences of
communication.HUMSS_DIASS12-IIa-37
• Distinguish the needs of individuals, groups, organization and
communities.HUMSS-DIASS12-IIa-38
Objectives:
After going through this module, you are expected to:
1. describe the characteristics of clientele and audiences of
communication.
2. define the needs of various type of clientele and audiences of
communication
3. describe the individual as client of communication
4. describe the group and community as clientele of communication.

What I Know

Direction: Read carefully the questions and circle the letter of the
correct answer.

1. The status that a person enjoys in a communication context.

a. EDUCATION LEVEL c. SOCIAL STATUS
c. AGE RANGE d. ORGANIZATION
.
2. This can affect choice of communication format or distribution.
a. Social Media b. Job Type

c. Age Range d. Community

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3. Communication connotes ____________?
a. communion b. to share

c. community d. all of the above

4. Characteristics of communication that suggest the reading skills and

healthy literacy and ability to engage in complex and unfamiliar topics.
a. Education Level b. Information sources

c. Job type d. Clientele

5. Matters a lot as it dictates people's disposition to listening and responding

ability to make meaning out of the communicated material.
a. Job Type b. Individuals

c. Primary Language d. Health Status

6. This matters for it affect the format and distribution of the

communication materials and also the medium they trust.
a. Audiences b. Information Sources

c. Social Media d. Age Range

7. This uses symbols, words, pictures, facial expressions, hand signs,

graphics, body language, etc.
a. Community c. Individuals

c. Communication d. Organization

8. It is an important consideration in communication particularly in

deciding on graphics and photos.
a. Race and Ethnicity b. Job type

c. Age Range d. Health status

9. Which does not belong to the group?

a. Individuals b. Community

c. Group/Organizations d. None of the above

10. This is the first thing to be considered for the message to be effective.
a. Graphics b. Primary Language

c. Medium of Communication d. Individual

11. Client of communication that tends to have communication needs that

are specific to them.

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 a. Group and organization b. Individual

c. Community d. Clienteles

12. This are the client of communication in which message has to be

responsive to the need and the channel has to be appropriate.
a. Individuals b. community

c. Group and organizations d. None of the above

13. This is important especially in communication materials that involve

graphics and photos to reflect the demographics of the audience.
a. Design b. Infographyics

c. Sound d. Advertisement

14. If your target audiences are younger, what is the most appropriate
medium to use?
a. Emails b. meetings

c. memos d. social media

15. Which of the following is FALSE about communication?

a. Community requires to interact with other people.

b. Communication is simple.

c. Communication can be formal and informal.

d. None of the above

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Lesson The Clientele and
Audiences in
1 Communication

What’s In

In the previous module, you have learned about the concept of

communication. In the pictures below the give specific usage of the different

communication tools.

_________________________________ ________________________________________
_________________________________ ________________________________________

____________________________________ _____________________________________

__________________________________ _____________________________________

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 What’s New

A. In your own opinion, what is the importance of communication?

___________________________________________________________________________
____________________________________________________________________________

B. In the space provided below, list down the possible clientele and

audiences in communication and their characteristics.

What`s It?

Your audience is the person or people you want to communicate with. By

knowing more about them (their wants, needs, values, etc.), you are able to better

craft your message so that they will receive it the way you intended.

All people are clientele and audience of communication. However

communication can only be effective when communication take into consideration

the characteristics of the intended clientele and audience.

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Characteristics of Clientele and Audiences of Communication

Social Position is the status that a person enjoys in a communication

context. One maybe a president or a leader, middle manager or co-eual or a

subordinate in an organization of a community.

Education level may suggest the reading skills and healthy literacy and the

ability to engage with more complex topics-new an even unfamiliar. An audience

that has limited literacy skills so oral presentation may be more effective.

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

media websites and mobile texting for example maybe more appropriate for

providing information to younger audiences.

Race and ethnicity is an important consideration in communication

particularly in deciding graphics and photos.

Primary language has to be considered if the message is to be effective. If

the language is different from the one used by the largest audience, there is a need

to translate the communication materials into the primary language.

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.

It is important that the materials are more personal and relevant tospecific health

conditions or issues.

Job type of the audience can affect the format of the materials and the

distribution methods to be used. For an audience without access to their own

computers, disseminating the materials through an internet site or email messages

may not be effective.

Information sources matter for they effect the format and distribution of

the communication materials and also the medium they trust.

Needs of Various Types of Clientele and Audiences in Communication

1.Using media to seek the attention or help of people and other organizations

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2. Meeting personally to meet the common goal/needs

3. Letters as a means to communicate with other people

The Individual as Client of Communication

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

pertain to you. For an individual as a client of communication, there are barriers

need to be well managed. One has a way to overcome them to achieve effective

communication.

The Group and Organization as Client of Communication

Groups and organization tends to have communication needs that are

specific to them. Groups and organization may be identified as family and friends,

migrant organizations, the legal team, media and the government.

The Community as Client of Communication

When a community is the 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.

What`s More

Activity 1.
If you were a professional communicator or journalist, would you

have preferred type of audience? What would it be and why? How would you best

serve the needs of the specific audience of your choice?

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
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______________________________________.
 What I Have Learned

Activity 2.

Instruction: Answer the following questions briefly.

1. Describe the characteristics of the clientele and audiences of communication.

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

2. Describe the needs of the different types of clientele and audiences and

determine the most appropriate type of communication medium to use.

Clientele/Audience Medium

3. Why is there a need to consider the clientele and audiences of communication

when deciding what form of medium to use?

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

What I Can Do

Activity 3.

1. If you are a professional communicator, what would be the difference

between having an individual as your audience from having a group or

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 a community as the audience? How would it affect your preparation

for communication?

2. State what and how will you do if you were to perform this task.

Goal: Your goal is to deliver the same news report to two different audience.
Role: You will take on the role of a new reporter on GMA network.

Audience: First reporting- individuals with high social status

Second reporting- individuals with low education level

Situation: You are a news reporter to cover a press conference with the

Commission on Higher education (CHED) on the issue of tuition fee increase among

the universities and colleges. You are then task to report the proceedings of the

press conference in two different news programs of the network. Your first report is

aired on a cable channel morning show with people with high social status and 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 20 minutes air time in both

programs.

Note: You are to draft your report twice to serve the different needs of your two

types of audience and it should contain at least three main points from the

coverage of the press conference.

Assessment

Direction: Read carefully the questions and circle the letter of the correctly
the answer.

answer.

1. The status that a person enjoys in a communication context.

a. EDUCATION LEVEL c. SOCIAL STATUS

c. AGE RANGE d. ORGANIZATION

9
2. This can affect choice of communication format or distribution.

a. Social Media b. Job Type

c. Age Range d. Community

3. Communication connotes ____________?

a. communion b. to share

c. community d. all of the above

4. Characteristics of communication that suggest the reading skills and healthy

literacy and ability to engage in complex and unfamiliar topics.

a. Education Level b. Information sources

c. Job type d. Clientele

5. Matters a lot as it dictates people's disposition to listening and responding ability

to make meaning out of the communicated material.

a. Job Type b. Individuals

c. Primary Language d. Health Status

6. This matters for it affect the format and distribution of the communication
materials and also the medium they trust.

a. Audiences b. Information Sources

c. Social Media d. Age Range

7. This uses symbols, words, pictures, facial expressions, hand signs, graphics,
body language, etc.

a. Community c. Individuals

c. Communication d. Organization

8. It is an important consideration in communication particularly in deciding on

graphics and photos.

a. Race and Ethnicity b. Job type

c. Age Range d. Health status

9. Which does not belong to the group?

a. Individuals b. Community

10
 c. Group/Organizations d. None of the above

10. This is the first thing to be considered for the message to be effective.

a. Graphics b. Primary Language

c. Medium of Communication d. Individual

11. Client of communication that tends to have communication needs that are
specific to them.

a. Group and organization b. Individual

c. Community d. Clienteles

12. This are the client of communication in which message has to be responsive to
the need and the channel has to be appropriate.

a. Individuals b. community

c. Group and organizations d. None of the above

13. This is important especially in communication materials that involve graphics

and photos to reflect the demographics of the audience.

a. Design b. Info graphyics

c. Sound d. Advertisement

14. If your target audiences are younger, what is the most appropriate medium to
use?

a. Emails b. meetings

c. memos d. social media

15. Which of the following is FALSE about communication?

a. Community requires to interact with other people.

b. Communication is simple.

c. Communication can be formal and informal.

d. None of the above

11
 Additional Activities

Activity 4: Yes I Can!

Instruction:
1. Create an advocacy campaign poster or infographic on the importance of effective

communication. Draft a plan to strategically disseminate your campaign to the

different clientele and audiences of communication based on the most appropriate

way of reaching them.

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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______________________________
______________________________________________________________________________
 Answer Key

What I Know Activity1 Assessment

1. c
2. b Answers vary 1. c
3. d 2. b
Activity 2 3. d
4. b
5. d Answers vary 4. b
6. b 5. d
7. c Activity 3 6. b
8. a 7. c
Answers vary 8. a
9. d
10. c 9. d
Activity 4
11.d 10. c
12. b Answers vary 11.d
13. b 12. b
14. d 13. b
15. d 14. d
15. d
What`s In
Answers vary

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References
Bernardo and Ranche et al.Discipline and Ideas in the Applied Social
Sciences, JFS Publising Services, Manila Philippines

Sampa, Elias M. Discipline and Ideas in the Applied Social Sciences, First
Edition, Rex Book Store

https://www.google.com.ph/search?source=hp&ei=EsspX_aUCbKVr7wPsbW
kiAQ&q=the+clientele+and+audiences+in+communication

https://www.google.com.ph/search?source=hp&ei=EsspX_aUCbKVr7wPsbW
kiAQ&q=the+clientele+and+audhttps://www.google.com.ph/search?source=
hp&ei=EsspX_aUCbKVr7wPsbWkiAQ&q=the+clientele+and+aud

https://www.google.com.ph/search?source=hp&ei=EsspX_aUCbKVr7wPsbW
kiAQ&q=the+clientele+and+audiences+in+communication

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