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Guided Learning Activity KitSettings, Processes, Methodsand Tools in CommunicationQuarter 2 – Week 512Disciplines and Ideas in the Applied Social Sciences – Grade 12 Guided Learning Activity Kit Settings, Processes, Methods and Tools in Communication Quarter 2 – Week 5Republic Act 8293, section 176 ...

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12 Guided Learning Activity Kit Settings, Processes, Methods and Tools in Communication Quarter 2 – Week 5

Disciplines and Ideas in the Applied Social Sciences – Grade 12 Guided Learning Activity Kit Settings, Processes, Methods and Tools in Communication Quarter 2 – Week 5 Republic Act 8293, section 176 states that: No copyright shall subsist in any work of the Government of the Philippines. However, prior approval of the government agency or office wherein the work is created shall be necessary for exploitation of such work for profit. Such agency or office may, among other things, impose as a condition the payment of royalties. Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names, trademarks, etc.) included in this module are owned by their respective copyright holders. Every effort has been exerted to locate and seek permission to use these materials from their respective copyright owners. The publisher and authors do not represent nor claim ownership over them.

Development Team of the Activity Sheet Writer:

Norvin D. De Ocampo

Editor:

Willyn A. Bellido Merlene D. Palanog Marycor M. Navalta

Reviewers:

Christian A. Torres Julie Anne M. Villanueva

Illustrator:

Samuel C. Bermudez

Layout Artist:

Evelyn Grace T. Tadeo

Management Team:

Leonardo D. Zapanta EdD Michelle Ablian Mejica EdD Manolito B. Basilio EdD Grace G. Abad Garry M. Achacoso Rachelle C. Diviva

Printed in the Philippines by Department of Education Region III Schools Division of Zambales Zone 6, Iba, Zambales Tel./Fax No. (047) 602 1391 E-mail Address: [email protected] Website: www.depedzambales.ph

Settings, Processes, Methods, and Tools in Communication Introduction Welcome our dear Humanistas to a very much exciting topic for this week! As what we have learned in our past guided activity learning kit, it is no doubt that communication played a significant role to humans as social beings for there will be ‘no existence without communication’. There is a need to interact and socialize with people around, to achieve the greatest sense of the world and to freely locate ourselves in a broader social and cultural reality. Reflect about this for a minute as we breathe out all the negative thoughts that the world gives in. Where do you often go and what do you often do? Probably you more likely turn on your television and radio to watch your favorite shows and listen to your favorite songs, or just open and browse your computer to see the latest updates about your family and loved ones. All of these reasons have something to do with the advancement of communication technology commonly referring to mass media. To further understand and realize the effect of communication, it is essential to recognize the complexity involved in designing content for media audiences. This Guided Activity Learning Kit tackles the different settings, processes, and channels of communication that are normally observed in our society.

Learning Competencies

1.

Illustrate the different processes and methods involved in undertaking communication.

2.

Distinguish the appropriate communication media channel(s) to use in different settings and situations.

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Objectives At the end of this guided learning activity kit, you are expected to: 1.

know the different settings of communication;

2.

recognize the contributions and relevance of communication in different settings and situations;

3.

illustrate the different processes and methods involved in undertaking communication through various communication models; and

4.

identify the appropriate communication media channels.

Review Directions: Read and understand the statement/questions very carefully. Select the best answer and write the letter of your answer on a separate paper. 1. You may want to encourage others to think, act, or feel a certain way. To stop smoking is an example. What communication needs of organization does the given statement talk about? a. b. c. d.

To inform To build understanding or change behavior To resolve conflict or prevent misunderstandings To lowers barriers between groups and individuals

2. The media sociologist Denis McQuail has noted that an audience can be defined in different and overlapping ways EXCEPT: a. b. c. d.

By By By By

the content of the message of a medium personal relationship the particular type of medium or channel involved people

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3. You can avoid disputes and ensure good communication by putting yourself in your audience’s position, paying attention to their needs, and getting to know them. What communication needs of organization does the given statement talk about? a. b. c. d.

To present point of view or project an image To build understanding or change behavior To lower barriers between groups and individuals To resolve conflict or prevent misunderstandings

4. Which of the following is a typology of media-person interactions according to McQuail? a. b. c. d.

Personal relationships Diversion Personal identity All of the above

5. They are the people who watch television shows, read the news, watch a film, and listen to the radio and so on. a. Sources b. Message c. Audience d. Speaker

Discussion A. Communication in Various Settings Humans are social beings and we devote a lot of time communicating with one another. Communication can vary depending on the context. The audience and setting can change the manner an individual interacts with others. To help you understand how setting can change communication, please recognize the importance of communication in various settings. 1. Communication in Government – A responsible and well-responsive government provides its citizens with timely, accurate, clear, and complete information about its programs, services, and policies. It also ensures that the government institution is transparent, visible, and accessible to the citizenry. Basically, the functions of the government’s communication efforts are

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information, education socialization, persuasion, and mobilization. These efforts must include consulting the citizens, listening to them, and taking account their interests and goals when forming policies, establishing priorities, and implementing programs and services. To deliver these functions, the government executes communication tasks along the local, regional, national, and international levels and in the different branches of government (executive, legislative and judiciary). Moreover, the government involves communication experts such as writers and broadcasters and establishing communication departments such as public relations and agencies in charge for advertisement. Government communication has several ethical scopes including the following: • • • • • •

to deliver valuable and significant information to citizens; to listen to people and stakeholder groups; to constantly learn from interactions with residents and stakeholders; to communicate with competence; to be straightforward (do no harm and do not willingly mislead); and to brighten issues and add value to public discourse.

2. Communication in the Private Sector – The private sector constitutes the segment of the economy owned, managed, and controlled by individuals and organizations seeking to come up with profit. Companies within the private sector are usually free from state ownership or control. However, sometimes the private sector can collaborate with the government in an exceedingly public-private partnership to jointly deliver a service or business venture to a community. A personal sector company can come to existence through the privatization of a public organization or through a replacement enterprise by private individuals. Businesses within the private sector stabilize prices by creating fair market conditions, but some are last nonprofit purposes. Among the essential communication needs of the private sector are information, persuasion, and mobilization. A company’s or corporation’s audience may include internal public-like owners or stakeholders and employees together with external public-like customers, government regulatory agencies, and communities. The special field called “corporate communication” refers to the practice of developing, cultivating, and maintaining a company identity or brand image. A corporate communications team delivers ingenuities to establish the company image, communicate with internal and external audiences, and sustain a lasting positive status. Through promotional material and wide-spread corporate communications, the customers, employees, and clients can share in company's successes.

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3. Communication in Civil Society – Global organizations like Greenpeace Fund, Save the Children, Reporters without boarders, and World Vision are named civil society. These are organizations that advocate causes like environmental protection, animal rights, peace, and health. They are also cited as non-government organizations (NGOs). Civic engagement creates a sway in making a difference in our communities by improving the quality of lifetime of community members, raising awareness about social, cultural, or political issues; or participating in an exceedingly good selection of political and non- political processes. Like the private sector, NGOs should communicate to their various audiences and stakeholders. They have to stay up their visibility and ensure their influence or impact within the world of their advocacy. Civil society faces multiple tasks to fortify its communications and increase its space within the world system. Those challenges must be addressed clearly requiring us to know civil society’s own limits and mistakes, likewise because the system’s characteristics and potential for the immediate future. 4. Other Communication Settings: Communities and Schools – Some communication tools and techniques are unique to communities. For example are the public celebrations such as town fiesta. Otherwise, community engages strategies comparable to that of other groups of people. The most widely used strategies and tools of interpersonal (e.g. door-to-door campaign) and group (e.g. barangay meetings) communication. In school, communication has the essential functions of instruction and socialization. Moreover, communication at school settings takes place to inform, influence, and mobilize various stakeholders like parents, faculty and students. For these reasons, big schools such as universities usually have their own communication and data units which are accountable for preparing and carrying out communication strategies. B. Processes in Communication Communication could be a complicated process and it is hard to work out where or with whom a communication encounter starts and ends. Models of communication simplify the manner by providing a visual presentation of the varied features of a communication encounter. Some models describe communication in extra detail than others, but even the most complex model still doesn’t reform what we experience even in an instant of a message encounter.

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Models still serve a real purpose for students of communication because they allow us to work out specific concepts and phases within the methods of communication, explain communication, and apply communication concepts. When you become conscious of how communication functions, you will be able to reflect more deliberately through your communication encounters, which may facilitate you better steel oneself for future communication and learn from your previous communication. The three models of communication such as the transmission, interaction, and transaction models are the main focus of this lesson. Although these models of communication vary, they encompass some common elements. Each communication process consists of certain steps where each step constitutes the essential of an efficient communication. 1. Transmission Model

Messages communicated through channels

Noise

Sender

Receiver

The transmission model of communication commonly describes communication as a linear, single process during which a sender intentionally conveys a message to a receiver or listener. Transmission model primarily focuses on the sender and message within a communication encounter. Although the receiver belongs within the model, this role is seen as more of an end point instead of a part of a continuing process. We are left to believe that the receiver either positively receives and comprehends the message or does not. Aristotle, an academic scholar and proponent of this linear model of communication has included elements like speaker, message, and listener.

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They were also influenced by the arrival and spread of recent communication technologies of the time like telegraphy and radio. The model also acknowledges the effect of noise within the process of communication. 2. Interactional Model

Channel Message

Sourc

Feedback

The interaction model of communication outlines communication as a process in which participants alternate situations as sender and receiver and produce valuable meaning by conveying messages or idea, and receiving feedback within physical and psychological contexts. Rather than representing communication as a linear, one-way process, the interaction model incorporates feedback, which makes communication a more dynamic, two-way process. Feedback comprises messages sent in response to other messages. For instance, your teacher may answer to an argument you raise during class discussion or you may point to the sofa when your sister asks you where the remote control is. The presence of a feedback loop gives hints to a more complex understanding of the parts of members in a communication encounter. Somewhat than having one source, one idea, and one receiver, interaction model has two sender-receivers who exchange messages. Although this looks like a distinguishable and thoughtful process, the roles between a sender and receiver alternates very rapidly and often without mindful thought.

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3. Transactional Model

Social Context

Cultural Context

Physical and Psychological Context

Communicator

Relational Context

Communicator

The transaction model of communication defines communication as a method in which communicators generate social truths within social, relational, and cultural settings. With this process, we do not just connect to exchange messages. We communicate to build relationships, form intercultural unions, shape our selfconcepts, and engage with others in a conversation to create societies. In other words, we do not just communicate about our realities; instead, communication helps us build our realities. The transaction model also includes a detailed understanding of context. This model of communication represents context as physical and psychological influences that enrich or hinder communication. While these contexts are important, they primarily focus on the transmission and reception of messages. Since the transaction model of communication views communication as a force that forms our realities before and after specific contacts occur, it must take into account contextual influences outside of a single interaction. Most importantly, social, relational, and cultural contexts influence our communication encounters. C. Communication Media Channels As emerging technologies provide communication practitioners and audiences with a wider range of source selection and channels of information, individuals are selecting a media repertoire to suit their communication needs and achieve their communication goals. The following are the communication media channels: • Mass Media – This refer to the technologies used as channels for few group of individuals to communicate with a bigger number of people. These are the

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common means of communication accustomed to reach the majority of the general public. The common platforms for mass media are newspapers, magazines, radio, television, and internet. The public typically relies on the mass media to deliver information regarding political concerns, social issues, entertainment, and news in popular culture. •

Print – These includes newspapers, magazines, pamphlets, brochures, catalogs, journals and the like. Print media is traditionally published on paper. The idea not only includes the published products but also regards the organizational context forming the journalistic practices and norms behind the written products. Print media signifies the oldest and the most prevalent type of mass media because as opposed to electronic media it does not require an elaborate technical infrastructure on the part of the user. It mainly covers newspapers and magazines. Newspapers are visibly associated with information and show an emphasis on political topics and current events. They are valued as a support of the democratic public range because they empower comprehensive public discussions. News magazines also serve an information function, where most other publications are more dedicated to entertainment and leisure. These magazines show a varied scale ranging from lifestyle to special interest publications. With the rise of digital communication, print newspapers and magazines have come under substantial economic stress.

•

Radio – Regardless of the rise in social media and the development of the digital age, radio still remains as one of the most dominant communication tools of the twenty-first century. Radio still holds a strong presence as a communication channel, especially in less developed countries. The following are some considerations about the use of radio: (a) in nations where internet and electricity are limited, radio is the strongest medium for connecting isolated communities; (b) radio can be used as a platform for linkage and exchange between policy makers, government bodies, communities, and researchers; (c) effective anchors must work together with the diversity of the countries in which they operate, embracing local language, and different concepts; and (d) radio can raise awareness and stimulate social change among the target audience.

•

Television - Technological changes have radically reformed the ways in which people use graphic images. Since the discovery of photography, imagery has gradually been used for entertainment, journalism, information, therapeutic diagnostics, instruction, marketing, and communication. Moreover, the advantage of television when compared to other media is its audio-visual capacity. By its nature, it is designed to capture the attention

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of the viewers for a short span of time which means that messages intended for this medium must be catchy, convincing, and noticeable. •

Telecommunications – These involve the merging of various technologies to communicate information either over a physical medium (cables) or in the form of electromagnetic waves. Telegraph and telephone are the earliest form of this medium before the discovery of radio, microwave, satellite transmissions, and the internet. Meanwhile, today’s leading example of this medium is a mobile phone. According to Ling and Donner (2009), mobile phones have become one of the most successfully integrated technologies of all time. In the Philippines, mobile phones have facilitated faster, inexpensive, and easier connections with loved ones. With the advancements of mobile phones to smart phones and the integration of the internet, mass media has utilized this as another platform for the promotion of their products...