an intro to communication studies

1. Clientele and
Audiences of
Communication

2. Think Tank
For an effective communication to be realized, the most
important aspect to consider is the participant. In the last
lesson, we talked about the communicators and journalists as a
huge factor of responsible media. Now, you are going to explore
deeper as we analyse the clientele and audiences of the
communication. In this lesson, you will be able to understand
the needs of the listeners and viewers during a certain
communication process which will lead to a better feedback.
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3. At the end of this lesson, you are expected to:
1. Describe the clientele and audiences of
communication.
2. Distinguish the needs of individuals, groups,
organizations, and communities.
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4. Fresh Hook
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Remembering your previous insights in Lesson 2, answer the following items
for identification. The first letter of the correct answer is already given as your clue. Write
your responses on the space provided before each number:

5. Discovery Lane
Read an excerpt of an open
letter of the Filipino youth to the
Catholic churches in the Philippines.
After reading the excerpt, answer the
essential questions provided.
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6. You can also split your
content
ESSENTIAL QUESTIONS:
1. What is your interpretation on the
excerpt?
2. What needs of the youth are being
addressed by the letter?
3. As a youth facing the current
situation, the COVID-19 pandemic, what
particular needs do you want to voice
out to the adults?
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7. CLIENTELE AND
AUDIENCES
Have you experienced attending a gathering in your
barangay or in your municipality and listen to someone who is
delivering his/her message to the people but you did not
understand well the person who is talking? Things like the
message was not really intended for them or for you? Or the
language used was so complicated and not suitable for the
people who are listening?
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8. 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. Can you recall the last time you watch a TV show and
you are convinced with what they are saying or you are already
influenced by them?
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9. Audiences are also called receivers. They are formed by
two factors which are:
1. Social context - people of the same background with
shared culture, understanding information needs.
2. Response to media content- audiences from news
show, variety show, soap opera and others.
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10. 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. For example if the speaker knows already
that the audience has already several knowledge about
the topic then he/she has to provide more explanations,
facts and examples to support his/her points for the
audience to be convinced and persuaded.
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11. Media sociologist Denis McQuail (1997) noted some
ways to define who the audiences are 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.
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12.  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.
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13. 1. 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. We do this of different reasons.
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.
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14. 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
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15. 2. GROUPS AND
ORGANIZATIONS AS
AUDIENCE
Organizations communicate with others for a
variety of reasons. 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.
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16. • To build understanding. It is encouraging the audience to
improve their lives like stopping from smoking which appeals to
their feelings and thinking.
• 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.
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17. 3. 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. But you
still have to know that in the discipline of communication
when you consider the community as your audience you
need to remember the following needs:
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18. • 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.
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19. Plus Express
Independent Activity: Let’s address it!
After reading the discussion about audiences and
clienteles, let us give voices to your thoughts and
perspectives. Being aware of the community needs,
below is a checklist of needs under the three
classifications of audiences namely: Individual, Group,
and Community. Mark check (/) if the phrase/word is
essential when communicating, otherwise, put (x) if not
needed.
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21. Skill Path Extender
TAKE TIME TO ANALYSE: Let us look at your
investigative side. Below shows a diagram with
suggested communicative activities. List down all
the possible reasons why a youth like you engages
themselves to these activities:
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