12 -Republic of the Philippines

Department of Education
Region VI – Western Visayas
SCHOOLS DIVISION OF PASSI CITY
PASSI NATIONAL HIGH SCHOOL
SENIOR HIGH SCHOOL PROGRAM
Dorillo Street, Passi City, Iloilo

“One Empowered Team. One Passinhon Dream.”(DepEd Passi City Battle Cry)
“We Will Bring Passi City to Its Greater Heights” (LGU Passi City Battle Cry)
“May Katawhayan kag Kalipayan sa Aton mga Escuelahan”(DepEd Passi City Battle Cry)

Humanities and Social Sciences (HUMSS)

Disciplines and Ideas in the Applied Social Sciences (DIASS)

SELF-LEARNING MODULE FOR SENIOR

HIGH SCHOOL STUDENTS
Quarter 2 Module 2 Week 2

Learning Competencies:
Clientele and Audience of Communication
HUMSS_DIASS12-lla-37, HUMSS_DIASS12-lla-38
 DISCIPLINES AND IDEAS IN APPLIED SOCIAL SCIENCES Q2

Objectives
At the end of the lesson, the students should be able to:
• Describe the characteristics of clientele and audiences of communication;
• Define the needs of various types of clientele and audiences of communication;
• Describe the individual as client of communication;
• Describe the group and organization as client of communication; and
• Describe the community as client of communication.

Try This!
True or False

Directions: Read and study each statement and determine if it is true or false. Write TRUE if
the statement is true and FALSE if the statement is false. Write down your answers on your
pad paper. (10pts.)

1. The mode of communication is carefully chosen as being most appropriate for the
target audience.
2. When a community is a client, the topic to be conveyed must be different from the
needs of the community.
3. Health status is important in deciding on the photos and graphics to be used to
reflect the demographics of the intended audience.
4. The job type is the status that a person enjoys in a communication context.
5. Different individuals, groups and communities have similar communication needs.
6. Oral presentation is more effective in audiences that has limited literacy skills.
7. If the language used is different from the audience, there is a need to translate the
communication materials into the primary language.
8. Social media websites and mobile texting is more appropriate to younger audiences.
9. Phone calls, meetings and memos may be more effective to older audiences.
10. For an individual as a client of communication, the barriers between the
communicator and the client must be well-managed.

What’s New?
Discussion

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. Effective
communication assumes that audience’s perspective and ensures that the message is
relevant to them. This means that the method of communication is carefully selected as
most effective for the target audience.
2 | Self-Learning Module (Q2 Module 2 Week 9)
 DISCIPLINES AND IDEAS IN APPLIED SOCIAL SCIENCES Q2

Characteristics of Clientele and Audiences of Communication

A. Social Position – the status that a person enjoys in a communication context
B. Education Level – may suggest the reading skills and healthy literacy and the ability
to engage with more complex topics - new and even unfamiliar
C. Competencies of Communicators and Journalists – can affect choice of
communication format or distribution
D. Race and Ethnicity – an important consideration in communication particularly in
deciding on graphics and photos.
E. Primary Language – must be considered if the message is to be effective
F. 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
G. Job Type – must be linked to the audience that can affect the format of materials
and the distribution methods to be used.
H. Information sources- affect the format and distribution of communication materials
and also the medium they trust

Needs of Various Types of Clientele and Audiences of Communication

• The Individual as Client of Communication
As an individual, you want to be the first to know about all matters that
pertain to you. Your company may be about retrench you or to promote you and
the anxiety that comes with not having direct communication may be high.
• The Group and Organization as Client of Communication
Groups and organizations tend to have communication needs that are
specific to them.
• The Community as Client of Communication
When a community is the client of communication, the message must be
responsive to the need and the channel must be appropriate, and the subject to
be communicated must be relevant to the community.

Activity 1.
Directions: Look at the pictures carefully and say something about the picture. How can
you compare these pictures in this module’s topic? Please write at least two (2) sentences.
(6pts)

Picture 1 Picture 2

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 DISCIPLINES AND IDEAS IN APPLIED SOCIAL SCIENCES Q2

Performance Task: Advocacy Campaign

Directions: Create an advocacy campaign poster (poster and slogan) or infographic on the
importance of effective communication. How will you disseminate your campaign to the different
clientele and audiences of communication? (10 pts.)

Assessment
True of False

Directions: Read and study each statement and determine if it is true or false. Write TRUE if the
statement is true and FALSE if the statement is false. Write down your answers on your pad paper.
(10pts.)

1. The social position is the position that a person enjoys in a communication sense.
2. Race and ethnicity are essential in deciding on the images and graphics to be used to represent
the demographics of the target audience.
3. The group-typed of client tends to have communication needs that are specific to them.
4. Different individuals, groups and communities have distinct communication needs.
5. If the language used is unique from the audience, it is necessary to translate the contact
resources into the mother tongue.
6. Social media websites and mobile texting is more appropriate to senior citizens.
7. Phone calls, meetings and memos may be more effective to younger audiences.
8. For an individual as a client of communication, the barriers between the communicator and the
client must be discarded.
9. Read and write presentation is more effective in audiences that has limited literacy skills.
10. The mode of communication is carefully chosen as being most appropriate for the target
audience.

References
Sampa, E.M. (2017) Discipline and Ideas in Applied Social Science, Rex Bookstore, Inc. First Edtion.

Take Note
Outputs should be submitted by your parents or guardians directly to your adviser. Minimum COVID-
19 health protocols shall be strictly observed.

ONLY learners in difficult circumstances (quarantine, border restriction and related cases) will be
allowed to submit online until their situation favors them to submit personally.

Prepared by:
Karie Mae D. Tolones Shemm O. Galvez
Special Science Teacher I Teacher II

Checked: Noted:
JUNAL M. MARCON, PhD ROSAPHE B. SUSTEVERIO
MT – II, HUMSS Subject Group Head SHS Asst. Principal II for Academics

Approved:
REY P. DEATRAS, PhD
Principal IV

4 | Self-Learning Module (Q2 Module 2 Week 9)