12

Disciplines and Ideas in

the Applied Social
Sciences
Quarter 1 – Module 9:
The Clientele and Audiences
in Communication

SELF-LEARNING MODULE

DIVISION OF GENERAL SANTOS CITY

Discipline and Ideas in the Applied Social Sciences– Grade 12
Self-Learning Module (SLM)
Quarter 1 – Module 9: The Clientele and Audiences in Communication
First Edition, 2020

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Development Team of the Module

Writers: Katrina Ivy D. Limon

Editors: Name of LRE and language editor
Reviewers: Name of EPS in charge of the subject
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Cover Art Designer: Reggie D. Galindez
Management Team: Romelito G. Flores, CESO V – Schools Division Superintendent
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Superintendent
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Printed in the Philippines by Department of Education – General Santos City

Office Address: Tiongson St., Lagao, General Santos City

Telefax: (083) 552-8909
E-mail Address: depedgensan@[Link]
 12
Disciplines and
Ideas in the
Applied Social
Sciences
Quarter 1 – Module 9:
The Clientele and Audiences
in Communication

1
Introductory Message
For the facilitator:

Welcome to the Disciplines and Ideas in the Applied Social Sciences-Grade 12 Self-
Learning Module (SLM) 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:

Notes 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.

2
For the learner:

Welcome to the Disciplines and Ideas in the Applied Social Sciences-Grade 12 Self-
Learning Module (SLM) on the Clientele and Audiences in Communication!

The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action and purpose. Through our hands we may learn, create and
accomplish. Hence, the hand in this learning resource signifies that you as a
learner is capable and empowered to successfully achieve the relevant
competencies and skills at your own pace and time. Your academic success lies in
your own hands!

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 and corresponding icons:

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

Know competencies you are expected to learn 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
correct (100%), 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 solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.
What I Have This includes questions or blank
Learned sentence/paragraph to be filled in to
process what you learned from the lesson.

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 What I Can Do This section provides an activity which will
help you transfer your new knowledge or
skill into real life situations or concerns.

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 tends
retention of learned concepts.

Answer Key This contains answers to all activities in

the module.

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 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

In order to communicate effectively, writers and speakers need to understand their

audience’s interests, assumptions, and background knowledge. Skilled
communicators must be able both to identify their audience and analyse its
characteristics. This module helps you to develop the skill of audience analysis in
students by guiding you to identify their core audience and determine its key
characteristics. Come on and let’s learn!

After going through this module, you are expected to:

1. identify the clientele and audiences of communication;
2. describe the characteristics of clientele and audiences of communication;
3. define the needs of various types of clientele and audiences of
communication
4. describe the individual, group, organization and community as client of
communication.

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 What I Know

Matching Type: Match column A with the correct answer in column B.

Write your answers on a separate sheet of paper.

A B
1. imparting or exchanging information or a. race and ethnicity
news
2. the position of an individual in a given b. community
society and culture
3. a number of people classed together c. communication
4. individual's relative level of wellness and d. journalist
illness
5. people between two particular ages e. audience
6. language spoken in a home environment f. mass media
7. a material or tool used by the communicator g. health status
to reach the audience
8. identifying target audience, assessing their h. social position
needs and objectives
9. the years of formal instruction received and i. netizen
successfully completed
10. the receiver of the message in j. age range
communication
11. use of technology to reach the majority of k. medium
the audience
12. physical characteristics, cultural l. education level
expression and identification
13. a person who writes for newspapers, m. audience analysis
magazines, or news websites or prepares news
to be broadcast
14. people living in a certain place n. group
15. active users of the internet o. primary language

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Lesson The Clientele and
9 Audiences in
Communication
From the beginning of human existence, the need to communicate has been part of
human beings. Our life with others and in the community requires us to interact
with the people around us, to share ideas, thoughts, feelings, and experience with
others, to make sense of the world, and to position ourselves in a wider social and
cultural reality.

What’s In

In your previous lesson, you have learned the professionals and practitioners in the
discipline of communication. You described the roles, functions and competencies
of communicators and journalists. You have also explored the different areas of
specialization in which they can work. Choosing it as a career means also knowing
the rights, responsibilities and accountabilities of being a communicator and
journalists.

Before we proceed with a new lesson, let’s us review the following concepts by
answering the following questions briefly. Use a separate sheet for your answers.

1. Describe the roles and functions of communicator and journalist.

2. What are the main competencies of communicators and journalists?

3. Explain the rights, responsibilities and accountabilities of communicators and

journalists.

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 What’s New

Activity 1: Picture Analysis

The following are scenarios that show different audiences in communication. What
situation is shown in each picture?

1.

2.

3.

8
 4.

Activity 2: Solve the Mystery Word!

Identify the correct term for each scrambled letters related to the characteristics of
clientele and audiences of communication.

1. scloai osopitni-

Refers to the status the person enjoys in a communication context.

2. ecduantio lelve-

Refers to the reading skills and literacy

3. aeg-

Determines the appropriate communication material for different audience.

4. raec-

common among people of shared ancestry

5. anglaueg-

The structured system of communication

6. helaht sastut-

Certain health conditions or issues

7. jbo -
Should be considered as it may affect materials of communication to be
used.

8. noiitanfarmo-
May affect the medium they trust

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 What is It

To make communication effective and attainable, the specific or intended clientele

and audience in an instance of communication need to be clearly understood so
that message packaging, forms, and medium can be properly customized.

Characteristics of Clientele and Audiences of Communication

Social position is the status that a person enjoys in a communication context.

These social positions dictate how one gets communicated to and how that
communication has to be crafted, packaged, contained, and delivered.

Education level may suggest the reading skills and healthy literacy and the ability
to engage more complex topics. An audience that ahs limited literacy skills may
find it difficult to us written materials; with such audience, oral presentations may
be more effective.

Age range can affect the choice of communication format or distribution. The
communication materials may be relevant to people of all ages but the age of the
audience may affect the communication format or distribution channels. Social
media may be appropriate for younger audience while printed materials,
newspapers, memos, meetings may be more effective for older audience.

Race and ethnicity is an important consideration in communication particularly in

deciding on graphics and photos. It is important to design the graphics and photos
in the communication materials to reflect the demographics of the intended
audience.

Primary language if the language used is different from the one used by the target
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 to specific health
conditions or issues.

Job type of the audience can affect the format of 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 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 Communication

Different individuals, groups, and communities have distinct communication

needs. They want to send and receive messages to and from other parties.

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 the different forms of
media, such as newspapers, television, radio, and new media. Audience is a group
of individuals consuming a particular form of communication.

The Individual as Client of Communication

Interpersonal communication is the level of communication most associated with

this type of audience. It is through the individuals that communication is most
influential in changing opinions, in dealing with resistance and indifference to
issues, and in maintaining in social situations (Marsen, 2006).

The Group and Organization as Client of Communication

When groups and organization are formed, a new identity is formed irrespective of
the identities or personal characteristics of each individuals member (Marsen,
2006).

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 communication.

What’s More

Activity 3: Guilty or Not Guilty

Read the article published online about the case of Mary Jane Veloso back in 2015.

The story of Mary Jane Veloso, in her own words

In a narrative, Mary Jane Veloso herself tells the story of how she was framed
and duped into unknowingly acting as a drug mule

[Link]
Published 8:09 PM, April 24, 2015

Updated 1:46 AM, April 29, 2015

MANILA, Philippines – Below is a narrative by Mary Jane Fiesta Veloso,

shared by her parents with Rappler.
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Veloso is a Filipino formerly working as a domestic worker, set to be executed
in Indonesia by firing squad over drug smuggling charges. (READ: PH files
'stronger' 2nd appeal for Mary Jane Veloso)

A mother of two, Veloso is a high school drop-out.

She insists she was framed and duped into unknowingly acting as a drug
mule. (WATCH: The fate of Mary Jane Veloso)

She narrates – the best she knows how – how this happened.

Veloso narrates her story and we are publishing her unedited account.

Im work to Dubai United Arab Emirates ... Im work there as a servant and
my contract is 2 year’s but im stay there for 10 months because have
someone want to rape me, I decided to come back to Philippines on December
31,2009

I’m comeback to my country but my money not enough because my son

already go to school ... I need a work again...

How many times I go to the Manila in Agency I try to apply again as a servant
take to the another Country but almost 3 months the agency not contact me.

One day Christine asked me about work!!! Christine is my neighbor in the

Philippines and my family know she’s good and every week she go to
Malaysia and if she comeback to Philippines ... she bring a things like
shampoo... lotions... perfume and etc ... All people in my village know that...
Christine job is buy and sell like this ... When she ask me about work... if I
want work in Malaysia/kuala Lumpur as a servant take... my answer i
want... but I said I dont have money to buy a ticket!!! She said to me... dont
worried about that because i can help you... But if you already start to your
work... you pay me... your 2 months salary!!! For me this is a Blessing so I
accept , and i said Thank you!!! April 21 2010 Wednesday... Christine and i
go to Malaysia to go there... i bring 2 jeans and 2 shirt and underware i put
in a bagpack!!! i and Christine stay in Kuala Lumpur in Sun Inn Lagoon
Hotel near of Pyramid Mall... In a 3 days im stay there... i and Christine
always go outside... eat together and buy a dress and a personal needs!

One day my dress become to much... i said to Christine i have much of dress
but my bagpack is not enough for all my dress and personal needs... so i said
.. I don’t have bag ... I keep my things where? She said .. don’t worried i tell
to my boyfriend he buy a bag for you ... Then Saturday evening her boyfriend
call and he said his brother there in parking lot i see a white car ... I and
Christine go, outside the car ... I meet I.k brother of Christine’s boyfriend ...
Christine boyfriend name Prince !!! and the one men i don’t know what his
name ... I.k and the one men same color... Black but I.k tall ... fat and his
hair curl but the one man not fat... Then I.k ask me ... you are MaryJane my
brother said you need a bag so I buy for you and I said thank you!!! I and
Christine comeback to the Hotel and Christine bring the bag... When we are
inside the room i hold the bag but i ask Christine why the bag little heavy but
she said because its new... I check all zipper and pocket of the bag... all
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 empty so i don’t have thinking negative... I put all my thimgs inside the bag…
When im finish packing .. Christine give a brown Emvelopt and inside the
Emvelopt have 500 US dollar and ticket… Air Asia Airplane… She said to me
im go to Indonesia in 7 days for Holiday In and meet a friends and if im
comeback to Malaysia Kuala Lumpur im start to my work… so I don’t have
any choice that I must go there and that time only in my mine… if im finish
go to Indonesia im start to my work, Because work is important to me,
because of my child… April 25 2010 Sunday 3:00am in the morning I go to
the airport with Taxi … 7:00 am in the morning is my flight!!! Christine give a
no. of her friends in Indonesia she said if im there… im go to the Hotel… any
Hotel then if im already there in Hotel i contact her friends, 8:30 am

I already in Indonesia Airport but when my bag put in X-Ray Machine… the
men said to me he wants my bag to check again… Then all my dress and
personal needs put outside of my bag and my bag put in X-Ray Machine
again… in 2 or 3 times… I and Indonesian men go to the office, he said he
wants to check my bag again… I said ok you check my bag but he didn’t see
anything … then the men said can I cut your bag…? i said why you cut my
bag… only he said nothing… only I want to check your bag… so i answer
again… Ok you can cut my bag .. because i believe don’t have anything inside
my bag because I already check my bag!!! But when my bag cut.. the men see
something inside the back of my bag.. a black plastic and inside the black
plastic have Aluminum Foil… When I see the Aluminum Foil i ask the men
what’s the problem? And he said to me nothing. Then he said to me we go to
another office /another place.. untill that time I’m not thinking negative but
when im there inside the another office. The Aluminum Foil open and inside
the Aluminum Foil have a powder the color is a lightbrown… the men check
the powder… then the powder change to become solid! The men said.. you
know this? I answer I don’t know what s that?? All laughing he said this is
kind of Drugs a Heroin… Oh my God !!! my body feel so cold… I cant speak
any thing… only I can do that time… cry and cry!!! Because I know my life
finish!!! Because drugs is no.1 Illegal… I hate my self why. I belive with
Christine… why I don’t have negative thingking about her… and now im
here.. but I don’t know anything…

So
urce:[Link]

Guide Questions:
1. Describe Mary Jane Veloso in terms of:
a. Social position
b. Education level
c. Age range
d. Race and ethnicity
e. Primary Language
f. Health status
g. Job type
h. Information sources
2. What were the barriers she encountered in terms of communication?
3. How would you have handled that kind of situation?

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 What I Have Learned

Activity 4: Three W’s

As a wrap-up, you reflect on what you have learned from the module by answering
a series of questions. Write your answers in a separate sheet.

1. What did we learn today?

2. So, What? (relevancy, importance, usefulness)
3. Now What? (how does this fit into what we are learning, does it affect our
thinking, can we predict where we are going)

What I Can Do

Activity 5: Know your Audience

Goal: Your goal is to deliver the same news report to two different audiences. You
will take on a role of a news reporter in a big TV network.
Audience: Your first audience for the first reporting involves individuals with high
social status. The audience for your second reporting involves individuals with low
education level.
Situation: You are a news reporter assigned to cover a press conference of the
Department of Education on the issue of shifting the education to online learning
because of the COVID-19 pandemic. You are tasked to report the proceedings of
the press conference in two different TV programs. The 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 audience.
Performance Standard: You are to draft a report that contains at least three main
points from the coverage of the press conference and packed in two different ways
to be delivered to the intended audience. Write your report in a separate paper.

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Rubrics:
Minimally
Exceeds Fully Meets Did Not Meet
Meets
Criteria Expectation Expectation Expectation
Expectation
s (4) s (3) (1)
(2)
The Most of the Some of the Answers are
answers answers answers are unclear and
C-ontent are correct, are correct correct and incorrect.
clear, and and clear. clear.
on point.
The Most of the Some of the Answers are
answers answers answers are incoherent
are written are written written in and
O-
in coherent in coherent coherent disorganized.
rganization
and and and
organized organized organized
manner. manner. manner.
There are Includes 2- Includes 4-5 Includes more
no errors in 3 grammatical than 5
grammar, grammatica errors, grammatical
spelling l errors, misspellings errors,
M-echanics
and misspelling , and misspellings,
punctuatio s, punctuation and
n. punctuatio errors. punctuation
n errors. errors.

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 Assessment

Matching Type: Match column A with the correct answer in column B.

Write your answers on a separate sheet of paper.

A B
1. imparting or exchanging information or a. netizen
news
2. the position of an individual in a given b. education level
society and culture
3. a number of people classed together c. mass media

4. individual's relative level of wellness and d. medium

illness
5. people between two particular ages e. group
6. language spoken in a home environment f. communication
7. a material or tool used by the communicator g. age range
to reach the audience
8. identifying target audience, assessing their h. primary language
needs and objectives
9. the years of formal instruction received and i. race and ethnicity
successfully completed
10. the receiver of the message in j. health status
communication
11. use of technology to reach the majority of k. journalist
the audience
12. physical characteristics, cultural l. community
expression and identification
13. a person who writes for newspapers, m. audience
magazines, or news websites or prepares news
to be broadcast
14. people living in a certain place n. audience analysis
15. active users of the internet o. social position

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 Additional Activities

Create an advocacy campaign poster 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 teaching
them.

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 18
Pre-test Assessment
Matching Type
Matching Type 1. F
1. C 2. O
2. H 3. E
3. N 4. J
4. G 5. G
5. J 6. H
6. O 7. D
7. K 8. N
8. M 9. B
9. L 10. M
10. E 11. C
11. F 12. I
12. A 13. K
13. D 14. I
14. B 15. A
15. I
Answer Key
References

Book Sources:
DepEd K to 12 Disciplines and Ideas in the Applied Social Sciences
Curriculum Guide

Sampa, Elias M., Disciplines and ideas in the Applied Social Sciences,
Rex Book Store, Inc and Elias M. Sampa. 2017

Online Sources:
[Link]

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 DISCLAIMER
This Self-learning Module (SLM) was developed by DepEd – Division of
General Santos City with the primary objective of preparing for and
addressing the new normal. Contents of this module were based on
DepEd’s Most Essential Learning Competencies (MELC). This is a
supplementary material to be used by all learners in General Santos City in
all public schools beginning SY 2020-2021. The process of LR development
was observed in the production of this module. This is version 1.0. We
highly encourage feedback, comments, and recommendations.

For inquiries or feedback, please write or call:

Department of Education – General Santos City

Learning Resource Management System (LRMS)

Tiongson St., Lagao, General Santos City

Telefax No.: (083) 552-8909

Email Address: depedgensan@[Link]