The document discusses the importance of understanding clientele and audiences in communication, emphasizing the need to tailor messages to various groups, organizations, and communities. It outlines key obligations and ethical principles in journalism, including truthfulness, accountability, and respect for privacy. The content also details specific communication needs and characteristics of different audience types, which include individuals, groups, and communities.

1. CLIENTELE AND
AUDIENCES IN
COMMUNICATION
Randy G. Narvaez

2. LEARNING COMPETENCIES
1. describe the clientele and audience of
communication;
2. distinguish the needs of individuals, groups,
organizations, and communities

3. REVIEW
IS IT TRUE?.
CLIENTELE AND AUDIENCES IN
COMMUNICATION
3

4. 1. ONE OF THE OBLIGATIONS OF JOURNALISM IS
TO KEEP CITIZENS INFORMED ABOUT
GOVERNMENT AND SOCIETY.

5. 2. JOURNALISTS SHOULD NOT VALUE FEELINGS
AND ATTITUDE WHEN COMMUNICATING.

6. 3. IN COMMUNICATING, ONE SHOULD
COMMUNICATE OVER CONFIDENCE AND
SUPERIORITY.

7. 4. ONE OF THE PRINCIPLES OF JOURNALISM IS
TRUTHFULNESS OF INFORMATION.

8. 5. JOURNALISTS SHOULD RESPECT FOR
PRIVACY.

9. 6. JOURNALISM SERVES AS A DEPENDENT
MONITOR OF POWER AND SUPPORT ON ONE
SIDE ONLY.

10. 7. JOURNALISM’S FIRST LOYALTY IS TO THE
GOVERNMENT.

11. 8. JOURNALISTS ARE ACCOUNTABLE TO THEIR
READERS, LISTENERS, VIEWERS AND EACH
OTHER.

12. 9. ETHICAL JOURNALISTS TREAT SOURCES,
SUBJECTS AND COLLEAGUES AS HUMAN BEINGS
DESERVING OF RESPECT.

13. 10. SEEKING FOR TRUTH IN EXCHANGE OF
MONEY OR FAVOR IS ONE OF THE STANDARDS
OF A PROFESSIONAL JOURNALIST.

14. 1. TRUE
2. FALSE
3. TRUE
4. TRUE
5. TRUE
6. FALSE
7. FALSE
8. TRUE
9. TRUE
10.FALSE
14

20. In this lesson, you are going to learn about the clientele
and audiences in the process and discipline of
communication and to know how important it is to know
our audience when we communicate to them.

21. THE DISCIPLINE OF COMMUNICATION IS ALSO CALLED
AS COMMUNICOLOGY. IN THE PROCESS OF
COMMUNICATION ONE HAS TO CONVINCE OR
PERSUADE THE PEOPLE WHO ARE LISTENING OR
GIVING ATTENTION WHICH WE CALLED AS AUDIENCE.
WHEN YOU WATCH TV SHOWS, READ NEWSPAPERS
OR WATCH A FILM, YOU BECOME AN AUDIENCE.

22. AUDIENCES ARE ALSO CALLED RECEIVERS. THEY ARE
FORMED BY TWO FACTORS WHICH ARE:
22
SOCIAL CONTEXT
• people of the same
background with shared
culture, understanding
information needs.
RESPONSE TO MEDIA
CONTENT-
• audiences from news show,
variety show, soap opera and
others.

23. TO KNOW THE AUDIENCE ONE WHO
IS TALKING TO, ONE HAS TO
ASSESS THE FUNDAMENTAL
BACKGROUND LIKE THE
AWARENESS AND KNOWLEDGE OF
THE AUDIENCE OF THE IDEA TO BE
PRESENTED.

24. MEDIA SOCIOLOGIST DENIS MCQUAIL (1997)
NOTED SOME WAYS TO DEFINE WHO ARE THE
AUDIENCE NAMELY:
• By place- audience in the case of a newspaper
• By people- as when media content appeals to a
certain age group, gender, political belief or income
category
• By the particular type of medium or channel
involved - the audience of radio may differ from the
audience of television.
• By the content of the message of a medium - talk
shows and and soap operas with many different
audiences
• By times - as in daytime, primetime or weekend
audiences.

25. CLIENTELES AND AUDIENCES OF COMMUNICATION.
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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INDIVIDUAL GROUP AND
ORGANIZATION
COMMUNITY

26. INDIVIDUALS AS AUDIENCE
• Every day you engage in a communication. As one one
cannot escape it along the different levels of communication
whether intrapersonal, interpersonal or in mass media.
• People communicate to be informed and to inform, to gain
guidance for one’s own opinion and to have an identity or be a
member within a group.
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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27. RESEARCH SAYS THAT AMONG THE BENEFITS ONE
GETS FROM COMMUNICATION ARE THE
FOLLOWING:
• Information and Education
• Guidance
• Advice
• Socialization and Relaxation
• Identity formation
• Security
• Build mutual relationship
•
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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28. GROUPS AND ORGANIZATIONS AS
AUDIENCE
Organizations communicate with others for a variety of
reasons.
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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29. INNET AND SCHEWCHUK IN 1995 SAID THAT THERE ARE
COMMUNICATION NEEDS OF ORGANIZATIONS. THESE
ARE:
• To inform. It is communicating to the audience like what you
can do for them or what advice you could give them or vice
versa.
• To build understanding. It is encouraging the audience to
improve their lives like stopping from smoking which appeals
to their feelings and thinking.
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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30. • To resolve conflicts. Empathy can prevent conflicts as
misunderstanding really exist in an organization.
• To present an idea. In an organization presenting an idea is
a need but one has to know also the correct manner in
presenting it.
• To lower barrier between groups and individuals.
Prejudices and discrimination may exist if communication
process is not done in a correct manner thus one has to know
the audience very well.
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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31. COMMUNITY AS AUDIENCE
• Community is the most organic place we do communication
• When you go out from your house and interact with your
friends, your neighbor or to everyone in your place you do
communication to them.
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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32. DISCIPLINE OF COMMUNICATION WHEN YOU CONSIDER
THE COMMUNITY AS YOUR AUDIENCE YOU NEED TO
REMEMBER THE FOLLOWING NEEDS:
• Right language. This must be simple and easy to understand
words
• Time. Extend more efforts to let them be understood the topic
• Information background. If you need to persuade or
convince them with your idea you need to know their level of
awareness of the topic
• Awareness of interests. You need to know what the
community likes or have interest to
• Education. People in the community acts as audience
because of the reason that they need to know about the topic.
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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33. CHECK YOUR
LEARNINGS
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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34. CHOOSE THE LETTER OF THE CORRECT ANSWER
1. The discipline of communication is also called
as ______________.
• A. communicationology
• B. communology
• C. communipology
• D. communicology
CLIENTELE AND AUDIENCES IN
COMMUNICATION
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35. 2.One should communicate to others with
______________ .
A. superiority
B. prejudice
C. empathy
D. shyness
Presentation title 35

36. 3. The following are needs of audience in a
group except _____________.
A. to inform
B. to promote conflicts
C. to build understanding
D. to present an idea
Presentation title 36

37. 4. This is a type of audience that consists only of
one person.
A. single
B. community
C. Group
D. organization
Presentation title 37

38. 5. Using this correctly can help to build strong
relationship to clients or audience.
A. time
B. space
C. efforts
D. words
Presentation title 38

39. 6. The following are the three types of audiences
except _______________.
A. individual
B. group
C. community
D. journalists
Presentation title 39

40. 7. When you communicate to the community as
audience you need to consider the following
needs except ______________. A. right
language
B. time
C. pride
D. education
Presentation title 40

41. 8. This helps in removing physical barriers between the
speaker and the audience.
A. listening and showing respect
B. presenting idea of the topic
C. avoiding silence at all costs
D. expressing ideas clearly using simple words
Presentation title 41

42. 9. The following are needs to be achieved when
communicating with a group except_________.
A. prevent misunderstandings
B. to present a point of view
C. to inform
D. to increase barriers between groups and individuals.
Presentation title 42

43. 10. Which of the following is/are not considered
as audience/audiences?
A. individuals
B. people in the community
C. personal Computers
D. groups and Organizations
Presentation title 43

44. 1.D
2. C
3. B
4. A
5. D
6. D
7. C
8. C
9. D
10. C
Presentation title 44

45. THANK YOU