DIASS REVIEWER WILBUR SCHRAMM’S DEFINITION OF

COMMUNICATION
THE DISCIPLINE OF COMMUNICATION ❖ "communication"- communis which
means "common" or "shared
TRANSMISSION MODELS OF COMMUNICATION understanding”
● a process by which message is moved or ❖ purposeful effort to establish
transmitted from one point to another. commonness between a source and
● implies a linear, one directional flow, and receiver
cause-and-effect relations (Carey 1975) ❖ Elements - the source, the message, and
the destination.
1. Sender or source: person, groups, or ❖ source and the destination must have
institutions that create or produce the something in common.
message; encoder.
2. Message: ideas or meanings that are WESTLEY AND MACLEAN (1957)
transmitted from the source to the ❖ including the role of a communicator in
receiver. the equation
a. Verbal messages use words to ❖ professional journalist who links news
convey meaning; sources with the audience
b. Nonverbal messages: codes such
as facial expressions, color, MACQUAIL (2010)
distance (space), touch, pitch or ❖ (1) events and voices in society, (2)
loudness of sound. channel/communicator role, (3)
3. Channel: the medium, such as radio, used messages, (4) receiver
to transmit the message. ❖ Communicators: relay to a potential
4. Receiver: person, group, or institution to audience their own account (news) of a
whom the message is intended; decoder. selection of the events occurring in the
5. Encoding and decoding environment
a. Encoding: communication source
creates the message into a form THE RITUAL MODEL OF COMMUNICATION
that can be understood by the ➔ bring people together in some expression
receiver. (choice of words, of belief, values, or culture
language) ➔ depends on shared understanding and
b. Decoding: processing of the feelings or emotions
message by the receiver so that ➔ celebratory, consummatory (an end in
they are able to understand and itself), and decorative rather than utilitarian
react to it. in aim and it often requires some element
6. Noise: interference that prevents a of performance.
message from being accurately
understood or interpreted. FUNCTIONS OF COMMUNICATION AND MEDIA
7. Context: the situation in which the (Laswell 1948; Wright 1960, 1974; McQuail 2010)
communication takes place ● Surveillance: news and information role
8. Feedback: the response or reaction of of communication media such as the news
the receiver to the message received. media
9. Effect: refers to the consequence or ● Interpretation: analysis, commentary,
result or lack of result, that matter-of a context, and other meanings which are
communicative act. found in a message.
a. changes in our knowledge ● Socialization: transmission of values and
(cognitive effects), culture within a society and also to the
b. changes in our emotions education functions of communication
(affective effects), and the media.
c. Behavior. ● Entertainment: functions related to
relaxation, reward, diversion, and
HAROLD LASWELL’S DEFINITION OF reduction of tension.
COMMUNICATION ● Mobilization: communication and
❖ a source sends a message through a media's ability to generate public action
channel or medium to a receiver about a social issue
producing some effect
❖ Source -> Message -> Channel -> INVENTORY OF TASKS OF COMMUNICATION
Receiver -> Effect AND MEDIA (Mcquail 2010)
❖ who says what to whom, through which
channel, and with what effect? 1) Information - Providing information about
events and conditions in society and the
world.
 2) Indicating Relations of Power - personal websites, voice conferencing, chat rooms,
Facilitating innovation, adaptation, and social media.
progress.
3) Correlation - Explaining, interpreting, and PROFESSIONALS AND PRACTITIONERS IN
commenting on the meaning of events and COMMUNICATION
information
4) Socializing - Coordinating separate JOURNALISM - refers to the gathering, reporting
activities. and dissemination of news through the mass
5) Consensus-building - Setting orders of media.
priority and relative status.
6) Continuity - Expressing the dominant SYSTEM
culture and recognizing subcultures and ● Society need for news
new cultural developments. ● The citizen's right to have access to fact
7) Entertainment - Providing amusement, and opinion about matters of public interest
diversion, and the means of relaxation.
8) Mobilization - Campaigning for societal DEMOCRATIC SOCIETY
objectives in the sphere of politics, war, ● Systems of checks and balances among
economic development, work, and the various functions of government
sometimes, religion ● holding government accountable to the
citizenry
LEVELS OF COMMUNICATION ● Enabling citizens to participate in the
political process
Intrapersonal communication: internal
communication process taking place within the ROLES AND FUNCTION OF JOURNALISM
individual. This includes thought processes, ● Informer
speaking aloud or writing to oneself ● Interpreter
● Instrument of government
Interpersonal communication: involves two ● Traditional ‘Fourth Estate’- a
persons or a small group such as a family. representative of the public, critic of
A. Dyadic communication: when two government, advocate and general
persons are involved. watchdog
B. Group communication: when there are
three or more persons communicating 9 PRINCIPLES OF JOURNALISM
face-to-face and able to give immediate ● Journalism's first obligation is to the truth.
responses or feedback, such as in a ● Its first loyalty is to citizens.
meeting or in a class session. ● Its essence is a discipline of verification.
C. Public communication: large group such ● Its practitioners must maintain an
as a public lecture or church ceremony. independence from those they cover.
message in a monologue style and ● It must serve as an independent monitor
feedback is minimal or restricted. of power.
● It must provide a forum for public criticism
1. Direct interpersonal communication - and compromise.
face-to-face communication between or ● It must strive to make the news significant,
among the communicators. interesting and relevant.
2. Mediated interpersonal communication - ● It must keep the news comprehensive and
use of technology such as telephone or proportional.
internet. ● its practitioners must be allowed to exercise
their personal conscience.
MASS COMMUNICATION
➢ transmission of messages to large RIGHTS & RESPONSIBILITIES
audiences using technology of
communication FROM A CONSTITUTIONAL GUARANTEE OF
➢ providing leisure entertainment and FREEDOM OF THE PRESS SPEECH.
information to an unknown audience ● Free access to all sources of information.
➢ audience is a large, diverse, anonymous ● The right to investigate stories that are of
audience that is not organized interest to the public.
➢ mediated by a mass medium or ● The right to protect the identity and
technology of communication such as confidentiality of one's sources.
radio or television ● The right to publish stories without fear of
punishment.
Computer-mediated communication: taking
place using the computer and internet-based BASED ON UN DECLARATION OF HUMAN
technologies such as email, message boards, RIGHTS
 ● weekly
Article 15: The right to form, hold, receive
and impart opinions. EDITORIAL SECTION (Heart of News
Article 16: Free and equal access to Organization)
information inside and outside state ● REPORTER
borders. ● EDITOR
Article 19: The freedom to hold opinions ● COLUMNIST
without interference and to seek, receive, ● COPY EDITOR PHOTOGRAPHER
and impart information through any ● PROOFREADER LAYOUT ARTIST
media
Other Section Needed
PRINCIPLES OF PROFESSIONAL CONDUCT ● ADVERTISING
● Truthfulness of information ● CIRCULATION
● Clarity of information ● MARKETING
● Defense of the public's rights ● PRODUCTION
Responsibilities in forming public opinion ● BUSINESS
● Standards of gathering and presenting
information ADVERTISING- a paid, mediated form of
● Respecting the integrity of sources communication from an identifiable source,
● Prohibition of discrimination on the basis designed to persuade the reader (listener, or
of race, ethnicity, religion, and other viewer) to take some action, now or in the future.
characteristics ● MEDIATED- refers to the presence of a
● Respect for privacy medium like television, radio, or billboard,
● Prohibition of bribes and other benefits to convey the message from sender to
● The need to respect universal values and receivers.
the diversity of cultures ● IDENTIFIABLE- refers to a named, rather
● The need to promote human rights, than an anonymous message
peace, social progress, and democracy ● ACTION- refers to the behavior that is
desired by the advertiser.
CODE OF ETHICS (simplified)
● Seek truth and report it FUNCTION OF ADVERTISING IN BUSINESS &
● Minimize harm SOCIETY
● Act Independently ● Marketing tool - Products find buyers
● Be accountable through advertising.
● Transmitter of Information - Advertising
CAREER OPPORTUNITIES IN JOURNALISM provides the information that consumers
● PRINT need to make informed decisions
● BROADCAST ● Economic Stimulant - Advertising is a
● ONLINE MEDIA global industry employing large numbers
of people and generating huge revenue
SUBCATEGORIES: ● Purveyor of Values- Advertisements may
promote certain such as health, thrift,
TYPE OF CONTENT civic engagement, environment-friendly
● General news behavior
● Political newspapers
● Business newspapers PROFESSIONAL AND ETHICAL STANDARDS
● Sports newspapers (advertising Board of the Philippines)
ADVERTISING MUST NOT:
CIRCULATION AREA ● Undermine the public's regard for
● National newspapers government, law, and duly constituted
● Local newspapers authority.
● Metropolitan newspapers ● Exploit or tend to promote physical,
verbal, or psychological violence or the
AUDIENCE use of deadly weapons.
● Community newspaper ● Disparage, ridicule, or attack any natural
● Religious newspaper person or groups of persons especially on
the basis of gender, social or economic
LANGUAGE class, religion, race, or nationality.
● National language ● Depict the actual act of drinking
● Vernacular alcoholic beverages or smoking tobacco
products.
FREQUENCY
● Daily
PUBLIC RELATIONS - a strategic communication ● Conduct our professional way of life with
process that builds mutually beneficial the interests of the public as our basic and
relationships between organizations and their primary guide.
publics ● Conduct our activities in full accordance
with the accepted standards of trust,
1. PROCESS - preferable to management objectivity, accuracy, and good taste.
function, which can evoke ideas of control ● Uphold the rule of law and the dictates of
and top-down, oneway communications. public order, public policy, morals, and good
2. RELATIONSHIPS - relate to public customs.
relations' role in helping to bring together ● Protect the interest of our clients or
organizations and individuals with their key employers by being faithful to our
stakeholders. commitments to them
3. PUBLICS - is preferable to "stakeholders," ● Safeguard the confidence of our present
as the former relates to the very "public" and former clients or employers by
nature of public relations, whereas keeping trade secrets of or other information
"stakeholders" has connotations of of similar nature, unless a competent
publicly traded companies. government authority, by reason of
national security or public policy, orders
PUBLIC RELATIONS as a MANAGEMENT their disclosure.
FUNCTION ● Refuse any form of valuable
● Anticipating, analyzing, and interpreting consideration for a service, involving the
public opinion, attitudes, and issues profession, from anyone other than our
● Counseling management at all levels in clients or employers, even if it does not
the organization with regard to policy involve conflicting interests, unless all
decisions, courses of action and interested parties give full consent.
communication
● Researching, conducting, and evaluating, CLIENTELE, AUDIENCES, & SETTING IN
on a continuing basis, programs of action COMMUNICATION
and communication to achieve the informed
public understanding AUDIENCE = RECEIVERS: It is formed into two
● Planning and implementing the factors
organization's efforts to influence or change 1. SOCIAL CONTEXT- people from the same
public policy. background leads to shared cultural
interests, understandings and information
ACTIVITIES AND TOOLS needs.
2. RESPONSE TO MEDIA CONTENT- people
CORPORATE PR - Communicating on behalf of who want news shows, variety shows,
whole organization, not goods or services soap opera, etc.

MEDIA RELATIONS - Communicating with DEFINITION OF AUDIENCE IN

journalists, specialists COMMUNICATION

COMMUNITY RELATIONS (Corporate Social PLACE - as in the audience of a

Responsibility) - Communicating with local community newspaper.
community, elected representatives, etc.
PEOPLE- as when media content appeals
CRISIS MANAGEMENT- Communicating with clear to a certain age gender, political belief,
messages in fast-changing situations or or income category
emergency.
EVENT MANAGEMENT- Organization of complex TYPE OF MEDIUM/CHANNEL- the
events, exhibitions audience of radio may differ from the
audience of television.
STANDARDS AND RESPONSIBILITIES (Public
Relations Society of America's Code of Ethics) CONTENT OF THE MESSAGE OF A
● A member shall preserve the free flow of MEDIUM- talk shows and soap operas
unprejudiced information when giving or may have different audiences.
receiving gifts by ensuring that gifts are
nominal, legal, and infrequent. TIMES- as in daytime, primetime, or
● A member shall be honest and accurate weekend audiences
in all communications. Reveal the
sponsors for causes and interests TYPOLOGY OF MEDIA-PERSON
represented. Avoid deceptive practices. INTERACTIONS
DIVERSION- escape from routine or problems, MEDIA RELATIONS (indirect communications)
emotional release
GOVERNMENT- refers to the institutions, the group
PERSONAL IDENTITY- self-reference, reality of people, the processes, and the authority that
exploration, value reinforcement runs our society according to a set of rules.

PERSONAL RELATIONSHIP- companionship, Functions:

social utility ● Promotion of General Welfare
● Just,Fair, & Peaceful Society
SURVEILLANCE - information seeking ● Defending the Nation
● Ensuring Democracy

THE USES & GRATIFICATION APPROACH Good Governance

This notion is based on the idea that audiences ● Transparency
are formed on the basis of similarities of ● Accountability
individual need, interest, and taste, many of ● Participatory Leadership
which appear to have a social or psychological ● Efficiency
origin. ● Capacity for consensus-building & Conflict
● Information Management
● Diversion / Escape
● Relaxation Communication is important to good governance
● Companionship - A responsible and responsive government
provides its citizens with timely,
MASS MEDIA - guided by audience research in accurate, clear, and complete
making decisions about what content, what information about its programs, services,
program at a particular hour, whether to cover a and policies.
story live or not.
Functions of Government’s Communication
GROUPS & ORGANIZATIONS AS AUDIENCE Efforts
● Information
● To Inform ● Education
● To build understanding or change ● Socialization
behavior ● Persuasion
● To resolve conflict or prevent ● Mobilization
misunderstandings
● To present a POV or Project an image Implementation of Functions:
● To lower barriers between groups and ● Consultation and listening to citizens.
individuals ● Taking account of citizens' interests and
goals in policy development.
WIDE ARRAYS OF COMMUNICATION MEDIA ● Establishing priorities and
planning/implementation of programs and
PAID ADVERTISING services.
● Print - newspapers, magazines; good for
conveying details Scope of Communication:
● Radio ● Local
● Television ● Regional
● Outdoor - good for mobile audiences ● National
● Transit ads - good for urban audiences ● International
● Mall displays - good for consumer
targeting Communication Across Government Branches:
● Executive
PRINT MATERIALS ● Legislative
● Brochures/pamphlets/publications - good ● Judiciary
communications tools if they are targeted
to those who need the information and TOOLS & ACTIVITIES OF COMMUNICATION IN
are open to the message. GOVERNMENT FUNCTIONS
● Posters - highly visible for a long time; can
suggest a special occasion. Appropriate for:
● Newsletters are a good communications ● Interpersonal, public, and mass
tool when targeted carefully. communication.
● Annual report - important corporate
information.
PRIVATE SECTOR- refers to business and
industries run by individuals and companies PRINT MEDIA - The newspaper
rather than by the government ● Regular or periodical appearance
● Use of print technology
AIM OF THE PRIVATE SECTOR ● News content
● To make profit from the services and ● Individual or group reading
good they offer, but some are run for
nonprofit purposes CLASSIFIED ACCORDING TO:
1. Information ● Type of content
2. Mobilization ● Circulation area
3. Persuasion ● Audience
● Language
INTERNAL PUBLICS - owners or stakeholders and ● periodicity
employees
NEWSPAPERS- Stories which are newsworthy
EXTERNAL PUBLICS - customers, government - Newsworthiness: the exceptional or out of
regulatory agencies, and communities the ordinary

CORPORATE COMMUNICATION - strategy PROXIMITY - the story unfolds close to home,

which a company adapts to create, that is, it involves a person or group who is linked in
communicate, and maintain its business image one's community or it happens in that community.
among its customers, stakeholders, and target
audiences, and attain its business goals. IMPACT - affects a lot of people

CIVIL SOCIETY ORGANIZATIONS - refer to a PROMINENCE- involves someone famous.

wide array of organizations: community groups,
nongovernmental organizations (NGOs), labor CONFLICT - involves war, political campaigns,
unions, indigenous groups, charitable activists carrying out campaigns against
organizations, faith-based organizations, environmental polluters, and the like.
professional associations, and foundations.
HUMAN INTEREST - involves the human
EUROPEAN JOURNALISM CENTRE - seeks to condition or appeals to emotion.
help NGOS build their communication strategy
TWO SECTIONS OF NEWSPAPER:
TO BRING THIS TO ITS AUDIENCES 1. EDITORIAL- composed of editors,
● A successful CSO (civil society reporters, photojournalists, and other
organization) needs a well-thought-out journalists who gather and write the news
media strategy, trained communications and information that fill the space called
staff, and the time and money to back them the "news hole”
up. 2. BUSINESS - composed of the advertising
● EXPERIENCE AND TRAINING ARE and circulation sales staff, generates
ESSENTIAL revenue for the business.

Communities - able to share and foster not only a ADVERTISING GROUP - sells advertising space
cultural identity-which includes a common in the newspaper.
language and common cultural traditions-but also a
vision of what is good for the community. CIRCULATION GROUP- sells newspaper copies
in newsstands or through subscription.
INTERPERSONAL & GROUP COMMUNICATION
● Information, Socialization, Persuasion, A study done by OECD concludes:
Mobilization, Entertainment ● The rise of the internet and other
technologies has radically changed how
School - communication has the essential news is produced and diffused.
functions of instruction and socialization ● It enables the entry of new intermediaries
that create and distribute news, including
PARENTS, FACULTY, AND STUDENTS online news aggregators, online news
● Information,Persuasion, Mobilization publishers, mobile news actors, citizen
journalism, and many more
COMMUNICATION MEDIA CHANNELS
BROADCAST MEDIA: RADIO
MASS MEDIA - involves the transmission of
messages to large audiences using technology Types of stations:
of communication.
 COMMERCIAL - Privately owned radio IMPORTANCE OF APPLIED SOCIAL SCIENCE
stations for profit.
APPLIED SOCIAL SCIENCE - was developed as a
GOVERNMENT OWNED- Stations response to the compartmentalization of the
operated by governmental entities. social science knowledge that was common.
during the late 90s and until the end of the
Types of Waves: twentieth century.
● Counseling
AM RADIO- the strength of the carrier ● Social Work
wave's vibration fluctuates the sound. ● communication

FM RADIO- the strength of the carrier wave Main goal is to help:

remains constant; it is the number ● Underprivileged
vibrations within the wave that changes. ● Marginalized (preferably unheard)
● Deliberately Silenced
BROADCAST MEDIA: TELEVISION
● Its capacity to transmit pictures and SELF-DEVELOPMENT - able to help resolve a
sound and to do so live is television's main range of serious problems in people's lives.
strength as a mass medium.
Psychological methods:
LIVE OR NOT LIVE- they create an illusion of ● Collection of case history data
reality due to the sound and moving pictures. ● Personal interview
● Interests and aptitude tests
IMPORTANT FEATURE OF TELEVISION "sense
of intimacy and personal involvement that it LIFE COACHES - a profession that addresses
seems to cultivate between the spectator and specific personal projects, business successes,
presenter or the actors and participants on screen" general conditions, and transitions in a person’s
(McQuail, 2010). personal life, relationships, or a profession
● Present condition
OTHER MASS MEDIA: FILM & RECORDED ● obstacles/ struggles
MUSIC ● Course of action

FILM - true mass medium in the sense that it CAREER COUNSELING - needed by people who
reaches a large part of the population, even in are entering the job market, looking for career
rural areas. changes, and those who want to advance within
their present careers
RECORDED MUSIC - mass medium which is ● Strength & weaknesses
generally thought of as entertainment but has ● Goals & options
impact on socio-political events in society
HYPNOTHERAPY- a form of complementary
NEW MEDIA - An interactive forms of therapy that uses the power of positive
communication that use the internet and all other suggestion to bring about subconscious change
computer-aided communication formats that are to one's thoughts, feelings, and behavior.
available online ● alter one's state of consciousness to relax
the conscious part of the mind while
SOCIAL MEDIA - internet-based applications simultaneously stimulating and focusing the
that build on the ideological and technological subconscious part.
foundations of Web 2.0, and that allow the ● Relaxation techniques
creation and exchange of user-generated content.
PERSONAL GROWTH COUNSELING - focuses
SIX CLASSIFICATIONS OF SOCIAL MEDIA on the evaluation of a client's goals, and the
different aspects of your life.
1. Social networking sites such as Facebook, ● Exploratory work
Twitter, Tumblr, and Instagram
2. Collaborative projects such as Wikipedia PERSUASION - means being able to convince
3. Content communities such as YouTube other people to change their attitudes or
4. Virtual game worlds such as World of behavior regarding an issue through the
Warcraft communication of messages in an atmosphere of
5. Virtual social worlds such as Second Life free choice.
6. Technologies such as blogs, email, instant ● Sociology
messaging, music-sharing, and ● Anthropology
crowdsourcing
NEWS & INFORMATION - emphasize the need for SOCIAL WORK - provides awareness and
a balanced, objective, and truthful rendering of understanding of community issues because social
the political and other important events as they workers provide knowledge on community
actually happened. organizing and mobilization
● History
● Political Science COMMUNICATION - helps people to become more
discerning about the problems of country
BUSINESS ORGANIZATIONS & PUBLIC
RELATIONS - serve as information researchers
(market researchers) --- can use their skills and
training to coordinate and administer the
research projects of the organizations.

ARTS & ENTERTAINMENT- reflections of a

country's culture and society

ANALYSIS OF DEVELOPMENT AND NEW

TRENDS IN A&E- it is important to be
knowledgeable about the people's social and
cultural conditions.
● NEW FORMS & DELIVERY SYSTEM - It is
necessary to cope up with the changing
demands of the viewers in order to get the
audience's attention. BEHAVIORAL CHANGE
- provided us solutions on how to address
ORGANIZING, ADVOCACY, AND MOBILIZATION these political and social problems.
- Advocacy groups are organized to inform and
educate on public issues and influence people on BEHAVIOR
the development of policies.

EDUCATION & SOCIALIZATION - educates the

public about the realities of life and the problems
that the country faces.
RISK ASSESSMENT BEHAVIOR - assess
FOUR PILLARS OF EDUCATION warning signs and potential threats and propose
1. Learning to Know possible strategies in response to acts of coercion
2. Learning to Do or threats of violence.
3. Learning to Live Together
4. Learning to Be STRUCTURAL CHANGE - allowed us to
understand the intricacies of the different structural
SOCIAL WORK another professional having been problems and how it changes through time.
trained to interact and understand social realities.
- “…deal with individual and personal
problems but it also addresses social issues
such as poverty, unemployment, and
domestic violence.”

EFFECTS OF APPLIED SOCIAL SCIENCE

PROCESSES

AWARENESS & KNOWLEDGE- people have

developed ways to understand oneself and the
other people around.

COUNSELING - allows us to understand one's

personality including various problems and issues
that may affect an individual.