SUMMATIVE 1

QUARTER 2: FIRST SEMESTER

DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

LESSON 1: SETTINGS, PROCESSES, METHODS AND TOOLS IN COMMUNICATION

Sampa, Elias (2017) cited that SETTINGS OF COMMUNICATION refer to the physical surroundings of a
communication event which may be made up of the location where the communication occurs ,
environmental conditions, time of the day, or day of the week, as well as proximity of the
communicators (Alberts, Nnakayama, & Martin 2007).

He explained that what is critical about the setting is to know the audience and understand what they
need to hear and how they need to receive information.

PROCESS OF COMMUNICATION - accounts for what happens between the source of the message and
the recipient, the skills employed in giving and receiving information, and conveying our ideas and
opinions with those around us.

METHODS OF COMMUNICATION

Verbal - such as the sound, tone of voice and language.

AURAL - like listening or hearing;

NONVERBAL which may be through the facial expression, body language;

WRITTEN such as letters, journals, memos, emails, or text messages.

VISUAL - like the signs, symbols, illustrations or pictures. Moreover, the

TOOLS IN COMMUNICATION - include all things we use in both communicating with others and
interpreting the information received from others. They range from language in all its forms, from:

tone of voice to performing, reenacting, storytelling, interviewing, television, telephone/cellphone,

movie radio, photographs, digital and social platforms, and the internet.

Sampa, Elias (2017) pointed out five communication settings that find application in the discipline of
social science.

FIVE COMMUNICATION SETTING

GOVERNMENT SETTING

Government is the best representation of the people; may it be public or private. It is an instrument
through which the will of the people of a particular state is expressed, formulated, and carried out. As
such, government is particularly designated to deliver services to the people through its various arms or
agencies and to make sure that public services are delivered effectively to its constituents. This being the
essence of the government, Sampa (2017) explained, the purpose of communication becomes more of
public to government and vice versa. The government communicates to inform the constituents about
its national plans, public services, security situations, opportunities, and to give general direction to
people as nation.

PRIVATE SECTOR SETTING

The private sector usually refers to organizations operating businesses in the country which are also
involved in providing public services in the form of creating employment opportunities to the people but
are not considered as government. Basically, this sector operates based on investment and profits. As
such, this sector usually uses advertisements to inform the public, individuals, groups and communities
about its services and goods offered in the market.
CIVIL SOCIETY SETTING

This sector of the society refers to the non-governmental organizations, charities, foundations, people’s
organizations and other pressure groups that exist to advocate the causes of social justice on behalf of
the marginalized sectors, disenfranchised, and the minorities or the underserved. These groups usually
come to complement the government and the private sector as they do not operate businesses for
profits but offer services to the public which is a function that belongs to the government.

SCHOOL SETTING

Schools are both educational and social institutions. Communication in this setting operates based on
providing educational services to the public and engage communities in setting up the agenda for
educational goals and means. Being a formal institution, communication taking place in the school
setting Is made formal and academic.

COMMUNITY SETTING

The community is where all sectors interact like the government, businesses, civil society, and just about
all individuals and groups. In a broad sense, communication with communities is intended to favor one
directional pattern of mass media. The exchange of information between and among the sectors of the
Community as well as the government are taking place for purposes of keeping them informed of the
most important things that affect the community in general and the individuals or groups.

LESSON 2: GOALS, SCOPE, PRINCIPLES, ELEMENTS AND LEVEL OF COMMUNICATION

COMMUNICATION

Communications comes from Latin word communicare’ which means “to share” As the meaning
suggests, it is a process of sharing information, ideas, thoughts, feelings and emotions from one person
to another or from one person to a group of people using various channels or media.

According to Dunn and Goodnight (2003), communication is an interdependent process of sending,

receiving, and understanding messages. In addition, Luther defined communications as the transmission
of commonly meaningful information. It is a process that involves the exchange of behaviors.

GOALS OF COMMUNICATION

TO INFORM - this is when you hand down knowledge and information to someone. For instance,
somebody asks assistance about to inform directions and getting into a specific location. Also, this is
when you acquaint yourself and clarify something especially in answering queries about a certain topic.

TO PERSUADE - In persuasion, you are trying to convince someone; you affect or make your audience do
a certain act proving that it is desirable. This is very common in advertisements, business industry, To
persuade politics, and in school,

Inspiring and encouraging your audience that they can succeed in whatever path they go through.
Example, a teacher trying to uplift his students to strive and make them believe to pursue the kind of
person they wanted to be.

TO ENTERTAIN - This includes watching television shows, listening music and literature that will arouse
your interest.
Scope of Communication

Communication is essential for every human being and the society he lives in. A person’s need for
communication is as strong as the basic needs of human beings. A communication should always clearly
identify the subject scope of the communication. The subject scope is a specification of the information
covered by the communication. So that the existence of human being can be clearly elaborated.
Principles of Communication

1. Principle of Clarity – Communication is exchanging ideas and emotions from one another. The
message should be precise and clear in meaning so it will not appear confusing.

2. Principle of Attention – Effective communication happens when the receiver gives its full attention to
the message sent by the sender. It is the role of the sender to arouse the receiver’s interest and maintain
attention.

3. Principle Consistency – This principle implies that communication should always be consistent with
the plan, objectives, policies and programs of enterprise. They should not be mutual conflicting.

4. Principle of Adequacy – In conversing with other people, the information should always be sufficient.
Important detail should be discussed thoroughly.

5. Principle of Integration – Communication is a means to an end, and not an end in itself. This principle
aims to incorporate the idea of commonness and cooperation to both sender and receiver of the
message.

6. Principle of Timeliness- This principle takes importance to the value of time as time affects the
relevance and effectiveness of the message in a given situation.

7. Principle of Informality- This principle stresses that informal communication is also important formal
communication. Transmitting messages vary depending on whom we are talking to and the location
where communication takes place.

8. Principle Feedback – without understanding the message, the receiver will not be able to give
feedback. Without the feedback, we will never know if the receiver understands the message that the
sender is trying to convey.

9. Principle of Economy – It focuses more on the main thoughts of the message rather than the amount
of information given.

10. Communication Networks – This refers to the effectiveness of the medium used to transmit the
message. The sender should consider the usefulness of the medium and know when to utilize it.

BASIC ELEMENTS OF COMMUNICATION PROCESS

SOURCE - The source is the person or thing (living or non-living thing). It is the origin of information and
should have the ability to pass this information, through a channel, to a receiver.

MESSAGE - Communication theorists look closely to messages as the study of signs and symbols, and
how meaning is created through them.

ENCODING – it is the process of collecting the message (information, ideas and Encoding thoughts) into
a chosen design with the objective of making sure that the receiver can understand it.

CHANNEL - An encoded message is delivered by the source through a channel. Channel These are verbal,
non-verbal, personal, non-personal, etc. A channel could be written or oral.

DECODING - This is where listening, and reading directions carefully makes its claim to be recognized. As
we discussed in encoding, communication is only successful when it results in both the source and the
receiver understands the same information. For this to happen, there can be no errors in processing.
RECEIVER - The message is delivered to the receiver. A good communicator takes the receiver and to be
around the edge of reference into consideration; how they will be received and reacts based on common
ground is shared, it’s their sense of humor, and moral conduct, etc. All of these things will affect how the
receiver understand the messages.

FEEDBACK - The reaction or responses of the receiver.

CONTEXT - context is the condition in which your message is presented.

LEVELS OF COMMUNICATION

1. Intrapersonal Communication. This refers to a communication “within” a person. Often, we used to

talk with ourselves especially when making a decision, having a dilemma, in times of confusion,
reflection and self-evaluation. We act as both sender and receiver of communication

2. Interpersonal Communication. It is also known as dyadic communication. This communication

happens when one person is conversing to another person using verbal and non-verbal cues.

3. Small I Group Communication. In this communication, respect, understanding is very necessary for
people might have different culture., background, beliefs, set of practices, religion and etc. Examples of
these are conferences, seminars, classroom setting discussions, sessions and more.

4. Mass Communication. This type of communication uses the media as the medium to transmit
message to mass audience. It can be categorized into printed media and non-printed media.

LESSON 2: COMMUNICATION MEDIA CHANNELS

Communication that is mediated or transmitted through channels such as television, Film, radio, social
networking sites, fax, e-mail, cell-phone, overnight couriers, messengers, and Print is generally referred
to as media, a plural form of medium (Alberts, Nakayama, & Martin 2007). The only communication that
is not mediated is perhaps face-to-face communication, Which takes place among people who
understand each other’s language. All other non-face-to-face communications go through channels.
According to Bernardo and Ranche (2016), Mass Media means technology that is Intended to reach a
mass audience. It is primary means of communication used to reach the Vast majority of the general
public. The most common platforms for mass media are Newspapers, magazines, radio, television, and
the Internet. The general public typically relies On the mass media to provide information regarding
political issues, social issues, Entertainment, and news in pop culture.
MASS MEDIA - is a deceptively simple term encompassing a countless array of institutions and
individuals who differ in purpose, scope, method, and cultural context. Mass media include all forms of
information communicated to large groups of people, from a handmade sign to an international news
network. There is no standard for how large the audience needs to be before communication becomes
“mass” communication. There are also no constraints on the type of information being presented.
(Bernardo and Ranche, 2016). Generally, communication involves the giving, receiving, or exchanging of
information, opinions, or ideas to ensure that the message is completely understood by everybody
involved. It is essentially a two-way process, comprising the elements of the sender, message, channel,
receiver, feedback, and context. Mass media does not consist much of these. It is a one-way system. Yet,
the emergence of new media and social media has transformed media to become more of a dialog,
mimicking a typical two-way system. In mass media, the audience is not obliged to pay attention or give
feedback.

TYPES OF MASS MEDIA

Mass media refers to communication devices, which can be used to communicate and Interact with a
large number of audiences in different languages. It is an effective medium of Communication,
dissemination of information, advertising, marketing, and in general, for Expressing and sharing views,
opinions, and ideas. It is a double-edged-sword which has Positive as well as negative influences of
media.
A. PRINT MEDIA
NEWSPAPER- a paper that is printed and distributed usually daily or Weekly and that contains news,
articles of opinion, features, and Advertising. In the early days, newspapers were the only medium that
masses at Large depended on, for daily news. A newspaper carries all kinds of Communication related to
a variety of topics like politics, socialism, Current affairs, entertainment, finance, stocks, etc. Apart from
this, it Also includes topics, which are in lighter vein like cartoons, crosswords, Sudoku, movie reviews,
book reviews, puzzles, etc.
MAGAZINES – a periodical publication containing articles and Illustrations, typically covering a particular
subject or area of Interest. Magazines are another type of popular culture print Media. They usually
cater to a specific type of audience who are Looking for information based on a particular subject.
Magazines cover a plethora of topics like current affairs, Business, finance, consumers, gadgets, self-help,
luxury, Lifestyle, beauty, fashion, entertainment, travel, etc. Magazines Like TIME and Reader’s Digest
include information which is all pervasive.
BOOKLETS AND BROCHURES
Booklet – a small book consisting of a few sheets, typically with paper covers.
Brochure – a small book or magazine containing pictures and Information about a product or service.
Booklets and brochures are a part of the promotional literature of a product, or an organization. There
are two types of booklets and Brochures – PRE-BUYING PROMOTION, which is usually in malls and
stores, promotional literature is distributed free to all (with Discount offers, or other schemes which
seem profitable). POST-BUYING PROMOTION are usually given with a product for better Customer
experience and easy usage, post purchasing.
HOUSE MAGAZINES, PERIODICALS, or NEWSLETTERS
Many organizations today invent various platforms like house Magazines, periodicals, or newsletters to
keep stakeholders posted About the news related to the company.
House Magazines - include data about a company’s achievements, Employee engagement activities, and
information about the Offerings.
Periodical or newsletter is more or less designed on Similar lines, but its size is restricted to a few pages
only. Mostly, it Includes similar information, but in a very short format.
HANDBILLS or FLYERS – Handbills or flyers is a form of communication, which Is printed on a small paper.
It is easy to carry, , attractive, and legible to Read. They are handed out to all the passers-by. These are
useful mainly for Restaurants, hotels, nightclubs, political campaigns, delis, concerts, rallies, etc. People
are more prompted to throw it away without reading. Hence, many a time This fails to be an effective
medium of mass communication.
BILLBOARDS – Billboards or hoardings are huge advertisements That are put up at a height in strategic
locations to fetch more Attention. They usually attract the targeted audience by their bold Colors,
attention-grabbing headlines, creativity, designs, special Effects, etc. Initially, billboards started by hand
painting huge Boards, and eventually graduated to putting up printed sheets. Later came a trend for
incorporating neon signs, videos, and graphic Cut outs, etc. Such billboards are called bulletins.
PRESS RELEASES – A press release is an important device of Communication because it takes the relevant
communication directly to the Press. Whenever government, organizations, NGOs, retail outlets, design
Houses, celebrities, etc., have a newsworthy announcements to make, they Draft a press note which is
sent to the members of the press in the form of A hard copy, fax, mail, or CD. A press release is also
distributed in a press Conference.
BOOKS – Books are a significant medium of mass communication as they Have a large reader base. The
expressions and opinions of the writer are Taken to the readers in the form of a compiled book. The
printed form of communication was popular earlier. eco-friendly, and cost-effective forms of
Communication. Moreover, print is a one-way communication, while electronic media allows Interaction.

B. ELECTRONIC MEDIA
Electronic media is the kind of media which requires the user to utilize an electric Connection to access
it. It is also known as “BROADCAST MEDIA”. It includes television, radio, And new age media, like
Internet, computers, telephones, etc.
TELEVISION – a system for transmitting visual images and sound That are reproduced on screens, chiefly
used to broadcast programs For entertainment, information, and education. (Oxford Dictionaries).
Television appeals both the auditory and visual senses, and Hence is an important communication device
as it beholds the attention of the audience.
RADIO – is the wireless transmission of signals through free space by Electromagnetic radiation of a
frequency significantly below that of Visible light, in the radio frequency range, from about 30 kHz to 300
GHz. It has a significant reach.
NEW AGE MEDIA
new media is about interconnectedness, access to other new media users, interactivity, ubiquity,
delocatedness, and diffusion.

MOBILE PHONES – telephones with access to a cellular radio System so it can be used over a wide area,
without a physical Connection to a network. Mobile phones become a boon to mankind. It has made
Communication possible at any time, and from anywhere. Nowadays, mobile phones are not only used
for interaction, But also for other technical utilities like operating pumps from Remote locations, etc.
COMPUTERS – electronic devices for storing and processing data, Typically in binary form, according to
instructions given to it in a variable Program. With the invention of computers, the impossible become
possible. We virtually get information about everything from pin to piano with the help Of computers. It
has added speed and multimedia to the information.
INTERNET – a global computer network providing a variety of information And communication facilities,
consisting of interconnected networks Using standardized communication protocols. It is the most
important device in the new age media. The discovery of the Internet can be called the biggest invention
in mass media. In the earlier Days, news used to reach people only with the morning newspaper. But
Today, live updates reach us simultaneously as the event unfold.
EMAILS – messages distributed by electronic means from one computer user To one or more recipients
via a network. Emails or Electronic mails have drastically reduced the time for drafting and sending
Letters or mails. Electronic mails have also facilitated lesser usage of paper.
WEBSITES – a location connected to the Internet that maintains one or more Pages on the World Wide
Web. Internet has a plethora of websites dedicated to various people, companies, Brands, causes,
activities, etc. The most significant utility of these websites is For providing information, search engines,
download through libraries, and Interaction through social networking sites.
PODCASTS – a digital audio file made available on the Internet for Downloading to a computer or mobile
device, typically available as a Series, new installments of which can be received by subscribers
Automatically. Podcasts are medium of mass communication that includes short Video or audio files.
E-FORUMS (Internet Forum) – is an online discussion site where people can hold Conversations in the
form of posted messages. They Differ from chat rooms in that messages are often Longer than one line
of text, and are at least Temporarily archived. Also, depending on the access Level of a user or the forum
set-up, a posted message Might need to be approved by a moderator before it Becomes publicly visible.
BLOGGING- refers to writing, photography, and other media That’s self-published online. Blogging
started as an Opportunity for individuals to write diary-style entries, but it Has since been incorporated
into websites for many Businesses. The hallmarks of blogging include frequent Updates, informal
language, and opportunities for readers to Engage and start a conversation. A blog is a space on the
Internet where a single person or A group of people record their information, opinions, photos, videos,
etc. It is an interesting And free platform to talk about any topic, Interaction happens in the form of
comments or Feedback.
INTERNET TV- It is known as online TV. It usually has an archive Of programs. You have to choose the
program you wish to view from The list. You either view the programs directly from the host server Or
download the content on your computer. It is an effective means Of communication.
FACEBOOK- It is the most popular social networking website. Facebook has Several applications which
people utilize. It is the best platform to meet old friends Or make new ones. Advertisers are also like this
forum for communicating about Their products.
TWITTER- It is also a famous social networking website. Twitter is a microblogging Site, which allows
interaction and feedback of different people. There was a time When it was very popular among
celebrities and individuals. Today, the Governments of various nation have understood the importance of
“tweeting” Information to the public, and regularly share information through Twitter.
YOUTUBE – It is a website which uploads content in a video format. It houses a Range of interesting
videos that appeal to people of all generations. From films to Educational videos, you will find everything
on YouTube. Visual media like photography is also crucial medium, since it communicates via visual
Representations. Public speaking, and event organizing can also be considered as forms of mass Media.

INFLUENCE OF MASS MEDIA

Through mass media, news outlets have a major influence on the general public And a major impact on
the public’s opinion on certain topics. In many cases, the mass media Is the only source that the general
public relies on for news.

MEDIA EFFECTS
Decades of studies on the consequences of mass media exposure demonstrate that effects are varied
and reciprocal – the media impact audiences and audiences also impact media by the intensity and
frequency of their usage. The results of mass media for promoting social change, especially in developing
countries, have become important for public health. J.R. Finnegan Jr. and K. Viswanath (1997) have
identified three functions of media:
1) the Knowledge gap.
2) agenda setting.
3) cultivation of shared public perceptions.

The Knowledge Gap. Health knowledge is differentially distributed In the population, resulting in
knowledge gaps. Unfortunately, mass media are insufficient for distributing in formation in an egalitarian
fashion-changes in social structure and institutions are also necessary for this to occur.
Agenda Setting. The selective nature of what members of the media choose for public consumption
influences how people think about health issues, and what they think about them. When Rudolph
Giuliani, the mayor of New York City, publicly disclosed he had prostate cancer prior to the 2000 New
York senatorial election, many news media reported the risks of prostate cancer, prompting greater
public awareness about the incidence of the disease and the need for screening.
A related theme is the extent to which the media set the public's perception of health risks. According
to J. J. Davis, when risks are highlighted in the media, particularly in great detail, the extent of agenda
setting is likely to be based on the degree to which a public sense of outrage and threat is provoked.
Where mass media can be especially valuable is in the framing of issues.
“Framing” means taking a leadership role in the organization of public discourse about an issue.
Cultivation of Perceptions. Cultivation is the extent to which media exposure, over time, shapes
audience perceptions. Television is a common experience, especially in the United States, and it serves
as what S. W. Littlejohn calls a “homogenizing agent.” However, the effect is often based on several
conditions, particularly socioeconomic factors. Prolonged exposure to TV or movie violence may affect
the extent to which people think community violence is a problem, though that belief is likely moderated
by where they live.
The Relationship of Mass Media to Other Forms of Communication
The interaction between media messages and interpersonal communication was first described by Elihu
Katz and Paul Lazarsfeld in their two-step:
flow hypothesis. They argued that media effects were moderated principally by interpersonal
encounters. Community opinion leaders scan the media for information, then communicate that
information to others in interpersonal contexts.
Interpersonal interaction, that opinion leaders wield enormous power, influencing others not only by
what they choose to reveal but also the slant that they use in conveying the message.
The two-step model has been expanded to include multistep models-most notably information diffusion
models. Step models have been limited by their linear assumptions of one-way influence and causation,
Media influence is undeniably linked to complex inter personal dynamics.

George Gerbner describes a three-component framework.

The first of these components one such set of Is semiotics, the study of signs, symbols, and codes.
Language comprises symbols and codes that can be further embellished by sights, sounds, and other
visual and aural cues.
The second aspect of the framework relates to behaviors and interactions associated with exposure to
messages. Psychologists, marketers, and others attempt to predict behavior based on specially designed
messages.
The third element examines how communication is organized around social systems, and the extent to
which history and human experience influence society’s institutions.
Designers of health messages need to consider such models and frameworks. Modern views of health
behavior change acknowledge eclectic approaches and consider multiple aspects of human experience,
from the individual level to the community level.
Individual channels of communication (e.g., face-to-face encounters) offer personal support and may
Invoke trust, but are labor intensive, have limited reach, and may require ancillary materials. Mass media
channels transmit information rapidly and to general or specific audiences. Mass media can set agendas,
but questions have been raised concerning their impartiality and integrity.
Community channels (e.g., coalitions, community action groups, and the like), have less “reach” than
mass media, but they reinforce, expand, and localize media messages and offer institutional and social
support. Knowledge of the complementary strengths of various channels helps to optimize penetration
and effectiveness of health Messages.

IMPORTANCE
Mass communicated media saturate the industrialized world. Because the media are so prevalent in
industrialized countries, they have a powerful impact on how those populations view the world. Nearly
all of the news in the United States comes from a major network or newspaper. It is only the most local
and personal events that are experienced first-hand. Events in the larger community, the state, the
country, and the rest of the world are experienced through the eyes of a journalist. The media,
therefore, have enormous importance to conflict resolution because they are the primary – and
frequently only – source of information regarding conflicts.

NEGATIVES
The news media thrive on conflict. The lead story for most news programs is typically the most recent
and extreme crime or disaster. Conflict attracts viewers, listeners, and readers to the media; the greater
the conflict the greater the audience, and large audiences are imperative to the financial success of
media outlets. Therefore, it is often in the media’s interest to not only report conflict, but to play it up,
making it seem more intense than it really is. Long-term, on-going conflict-resolution processes such as
mediation are not dramatic and are often difficult to understand and report, especially since the
proceedings are almost always closed to the media. The “30-second sound bite” has become a familiar
phrase in television and radio news and alert public figures strategize to use it to their advantage.
POSITIVES
Without the media, most people would know little of events beyond their immediate neighborhood.
The further one goes outside of one’s circle of friends and family, the more time-consuming and
expensive it becomes to get information. Very few, if any, individuals have the resources to stay
independently informed of world events. With the news, how ever, all one has to do is turn on a
television or turn to the Internet:. Even when it is biased or limited, it is a picture of what is happening
around the world. The more sources one compares, the more accurate the picture that can be put
together. In addition to the media conglomerates, there are also a range of independent news outlets,
though they have a much smaller audience.
NEW MEDIA AND SOCIAL MEDIA
New media refers to on-demand access to content anytime, anywhere, on any digital de vice, as well as
interactive user feedback, creative participation. Another aspect of new media is the real-time
generation of new, unregulated content. Most technologies de scribed as “new media” are digital, often
having characteristics of being manipulated, net workable, compressible, and interactive. Some
examples may be the Internet, websites, computer multimedia, video games, CD-ROMS, DVDs, and
social media. New media does not include television programs, feature films, magazines, books, or
paper-based publications – unless they contain technologies that enable digital interactivity.
Social Media refers to the means of interactions among people in which they create, share, and
exchange information, ideas and user-generated content in virtual communities and networks. Social
media depends on mobile and web-based technologies to create highly interactive platforms through
which individuals and communities share, co-create, dis cuss, and modify user-generated content.
Main Categories of New Media
With the myriad of functionalities that new media has presented to users, one can observe an arbitrary
grouping of these new media technologies according to the way they are formed and their purpose.
1. Interpersonal communication media. These are characterized by mobile telephony and e-mail,
whose contents are private and perishable.
2. Interactive play media. These include computer-based devices, video games, and virtual reality
devices that highlight interactivity.
3. Information search media. These include information retrieval modes and devices such as the
Internet, World Wide Web, and even mobile telephony, broadcast teletext, and radio data services.
4. Collective participatory media. These involve the use of the Internet for sharing and exchanging
information, ideas, and experiences; and developing active (computer mediated) personal relationships
that ranges from “purely instrumental to affective and emotional” (Baym, 2002 as cited in McQuail,
2005).

Nuances of Social Media

Social media has become part of our everyday living. Just like any tool or technology, one can use social
media for social good. Safko (2012) emphasized the potential of social media in allowing more efficient
connection and building of relationships with clients and prospective customers. Social media has
exponentially improved audience reach by providing a cost efficient way of making information more
accessible to a wider audience, and of establishing relationships even in great distances. Social media
also provided opportunities to consumers of messages to be producers themselves.
Brogan (2010), who is a social media expert, asserts that social media becomes more effective when
one acknowledges certain aspects of the new media audience:
1. They like to be engaged. Social media should be an avenue through which relevant discussions could
take place. This could be fostered by asking questions and encouraging participants to take part in the
discourse.
2. They are busy. Content is king. Highlighting certain points in a blog or podcast at the onset will save
time. At times, audiences have a tendency to look for the best parts of the content at the beginning.
3. They like to be appreciated. If your audiences are content producers themselves. It is encouraging on
their part when you stop by their Web site and post some comments. This signifies that you are making
an effort to build relationship with your audiences.
4. They like to be treated as experts. Some audiences get involved when you consciously seek ways to
tap their expertise. This drives you back to the first aspect of a new media
Audience.
Social media has been very useful to organizations as these have facilitated quicker responses among
their members and fostered a greater sense of community and belongingness. Organizations who have
adopted social media as an essential component of their communication systems have managed to cut
back on time spent for certain processes such as organizational meetings, internal correspondences, and
offshore transactions with other organizations.
 Telecommunications Mobile phones and smart phones have been considered essential commodities
nowadays almost everyone has at least one of these. These forms of technologies are known as
telecommunications devices. Telecommunication, as defined by Serafica (2001) pertains to the process
of relaying and transmitting messages (e.g., voice, data, and electronic information) through written,
oral, pictorial, audiovisual or any other forms, that are sent as signals through various means such as
wire, radio, electromagnetic, spectral, or optical.
Telecommunication has been a vital tool for different sectors of the society. Different infrastructures are
being built for the production of goods and services. In order to be utilized, these gods and services must
be transported to different parts of the country, hence the need for an efficient transportation system.
The Philippines has an industry that is predominantly agricultural. Telecommunication benefits farmers
when coordinating with each other regarding the most efficient tips and techniques that could help
them yield more crops and products.
The health industry, meanwhile providing health care to people in distant places. For example,
Teleconferencing enables medical experts to interact with each other in sharing their latest findings and
breakthrough Consultation, spread of the best medical practices, and transmission of medical Records
have become more convenient through telecommunication
In the education sector, telecommunication comes useful especially in distance learning and in
coordinating with other institutions. Many educational institutions have incorporated ICT to enhance the
learning experience of their students. Because of the Internet, students gained access to information just
beneath their fingertips, thus making the accumulation of knowledge easier.
Government agencies, for their part, make use of telecommunications to improve the quality of
services they provide to the public, while incurring only minimal cost. Telecommunication makes
document processing and handling more efficient, thus cutting the service time of a certain agency and
have more time catering other transactions. During disasters, telecommunication devices are used by
the government in informing the people of whatever will strike, hence reducing the risk and the number
of casualties.
Telecommunication is also a tool for business operations. Transmitting data and information from
various locations is done using telephony, facsimile, e-mail and the World Wide Web. Business
transactions, both internally and externally, is possible through telecommunication.

LESSON 3: FUNCTIONS OF APPLIED SOCIAL SCIENCES

In the book of Sampa (2017), he had mentioned several functions of applied social sciences where he
explained that these functions are greatly felt in but not limited to areas like children and family
agencies, health care settings, Care settings, including community-based clinics and hospitals, schools,
correctional Facilities, settings that serve the aged/elders.
Applied Social Science services are indispensable to the full transformation of a child because they are
critical to unblocking all barriers to the individual’s, group’s, and community’s holistic development.
Applied social sciences help us consider all helping situations to be multicultural in the sense that
people’s uniqueness must be recognized in the helping process.
Self-development and Applied Social Sciences
Self-development is defined as activities that improve awareness and identity, develop talents and
potential, build human capacity of life and the realization of dreams and aspirations. (Ronnie Blue, 2020).
Counseling, social work, and communication have distinct contribution in services they put out for self-
development. Self development counseling can help identify and improve any areas of life that might
need attention (Christopher A. Cruz, 20201,
•Counseling offers guidance to individuals in varying situations of conflict, confusion, and crisis and
provides the tools for the individual to address issues of self-development.
•Social work offers a wide range of services, particularly in aid of emancipating the marginalized
individuals and facilitating participation in the public goods and services that are necessary for self-
development.
•Communication empowers the individual with listening and speaking skills in order for them to be
effective. The individual has to be sure that the message comes across accurately by considering the
message itself, the audience or receiver, and how the message is likely to be received. Self-development
has to do with taking an active role in one’s own development (elcomblus.com).
Persuasion and Applied Social Sciences
Persuasion is a symbolic process in which communicator try to convince other people to change their
attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of
free choice (Ronnie Blue, 2020).
Art and Entertainment and Applied Social Sciences
Sampa (2017) stated that art is a human creativity that involves the perceptions and imagination of an
artist trying to communicate a selective recreation of reality and giving it form into immediate
perceptual awareness. Art and entertainment require active viewing, provide self-examination, challenge
audience, and are directed at the largest possible number. Art and entertainment offer and not
necessarily require an intellectual demand on the viewer and have great potential for social change.
News and Information and Applied Social Sciences
News is an organized, verified by several sources and edited presentation of facts. Information is a
plethora of a bit and pieces that may or may not be correct. News is information that is published
(Ronnie Blue, 2020). The society is informed by simply reading, listening to, or watching just about
anything: through a formed intermediary that tells them what is good, important or meaningful; and by
simply accessing a wide range of the means for them to sort things out for themselves and find their
own version of the truth.
Organizing Advocacy and Mobilization and Applied Social Sciences
Advocacy works primarily to change the behavior of public servants or decision-makers. Social
mobilization aims to secure community-based support (Ronnie Blue, 2020).

In the book of Dela Cruz, et.al (2016), they stated that advocacy groups are organized to inform and
educate on public issues, and influence people on the development of policies. Advocacy groups also
play important roles in the development of political and social systems. Advocacy groups have different
activities. All these activities require knowledge of the applied social sciences. It includes the following:
a). Community organizing and mobilization- helping to mobilize constituents and build power with their
communities.
b). Information dissemination- providing communities and people the right information on important
political, social, and economic issues affecting them.
c). Research- conducting studies that reflect the needs of the communities;
d). Training- training sessions that will teach successful strategies and skills for personal and community
development.
In our present-day society with the exercise of free speech and democracy, organizing advocacy is
contributory to building social cohesion. Issues that matter to individuals and communities have to be
raised to political platforms and find public solutions and policy where possible (Christopher A. Cruz,
2020).
Education and Applied Social Sciences
The educational process is a well-recognized global framework and means of socialization and
enculturation. Education is an ongoing process of improving knowledge and skills, and it is an
exceptional means of bringing about personal development and building relationships among
individuals, groups, and nations (Sampa, 2017). In many instances, education has played a big role in
reducing poverty, social exclusion, ignorance, oppression and war.
Socialization and Enculturation and Applied Social Sciences
Socialization is the process by which society turns an individual from being a child into a full fledged
responsible adult or from being an outsider to becoming an insider. The educational system is part of
that. The other process that runs parallel to this one is the enculturation process.
Enculturation is a process by which one acquires a culture of his or her environment (Sampa 2008).
Since culture is a meaning-making system, there are five elements included in the meaning production:
symbols, language, values, norms, ideal-real or worldview-ethos. To be enculturated means that one
can understand the cultural symbols, the language, the values, the norms, and is capable to negotiate
the thin line of meanings called ideal-real or worldview-ethos (elcomblus.com.
 The skills learned in applied social sciences can enrich and facilitate both socialization and enculturation.
According to Dennis O’neil (2011) successful socialization can result in uniformity within a society. If all
children receive the same socialization, it is likely that they will share the same beliefs and expectations.
This fact has been a strong motivation for national governments around the world to standardize
education and make it compulsory for all children. Deciding what things will be taught and how they are
taught is a powerful political tool for controlling people. Those who internalize of society are less likely to
break the law or to want radical social changes. In all societies, however, there are individuals who do
not conform to culturally defined standards of normalcy because they were “abnormally” socialized,
which is to say that they have not internalized the norms of society. These people are usually labeled by
their society as deviant or even mentally ill. Thus, through the study of the applied social sciences. It
helps in bringing out from individuals the skills like empathy, good listening and speaking which are very
effective tools in the socialization process which could help build a society with a strong sense of unity,
orderliness, security, peace, and harmony (Christopher A. Cruz, 2020).