12

Discipline and Ideas in

the Applied Social
Science (DIASS)
Quarter 2 Module 2:
THE PROFESSIONALS AND
PRACTITIONERS IN
COMMUNICATION
DIASS_ G12
Quarter 2 – Module 2: THE PROFESSIONALS AND PRACTITIONERS IN
COMMUNICATION
First Edition, 2020

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Discipline and
Ideas in the
Applied Social
Science (DIASS)
Quarter 2 Module 1:
THE PROFESSIONALS AND
PRACTITIONERS IN
COMMUNICATION

ii
Introductory Message
For the facilitator:
(This gives an instruction to the facilitator to orient the learners and support the
parents, elder sibling etc. of the learners on how to use the module.
Furthermore, this also instructs the facilitator to remind the learners to use
separate sheets in answering the pre-test, self-check exercises, and post-test.)

For the learner:

(This communicates directly to the learners and hence, must be interactive. This
contains instructions on how to use the module. The structure and the procedure
of working through the module are explained here. This also gives an overview
of the content of the module. If standard symbols are used to represent some
parts of the module such as the objectives, input, practice task and the like they
are defined and explained in this portion.)

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 LESSON THE PROFESSIONALS AND

1
PRACTITIONERS IN
COMMUNICATION

Let Us Learn!
At the end of this lesson, the learners should be able to:
1. Explain the roles, and functions of communicators and
journalists
2. Identify specific work areas in which communicators and
journalists work
3. Explain the rights, responsibilities, and accountabilities
4. Distinguish between ethical and unethical behaviors among
practitioners

Let Us Try!
Write below your own description of the professionals and practitioners
in the discipline of communication.

______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________

Let Us Study
Using a mind map write the possible careers and opportunities in the
field of communication.

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

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RATIONALE

The discipline of communication is populated by a wide variety of professionals

who are in the communication practice.

They are:
• Creative Artists
• Writers
• Editors
• Journalists
• Scientist
• Politicians
• News announcers and anchors

DEFINING THE ROLES, FUNCTIONS, AND COMPETENCIES OF

COMMUNICATORS AND JOURNALISTS

THE FOREMOST IMPORTANT ROLE

1. Make available information and evidence to inform the public about issues
that matter to them in the most neutral way possible.

2. Provide facts to the public to form judgment and decisions.

3. Facilitate accurate processing and analysis of such facts in a professional

and ethical way.

In this way, their functions follow naturally;

• To deliver truth and facts

• Collect and document information, facts and opinions, and present them
for public analysis and deepening the root of reality

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Competencies are along their delivery of roles and functions
1. Listening Skills
Data information gathering skills necessary for
2. Reading Skills accurate writing and speaking
3. Writing Skills Necessary for communication as tools.
4. Speaking Skills

Poor writing and speaking skills can distort the message regardless of the good
intentions of communicators.

AREAS OF SPECIALIZATION OF COMMUNICATORS AND JOURNALISTS

It can be in…

1. Copy writing 9. News editing

2. Production directing 10. News directing

3. Professional blogging 11. News writing

4. Communication education 12. News anchoring

5. Language arts coordinator 13. Transmitter engineering

6. Forensic and debate coaching 14. Technical directing

7. Drama directing

8. Film and tape liberation

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 Specialization also includes:

• Field reporting

• News editing

• News casting

• Author

• Copywriting

• Scriptwriting

• Publishing

• News service research

• Technical writing

• Acquisition editing

• Interviewing

CAREER OPPORTUNITIES FOR COMMUNICATORS AND JOURNALISTS

Alberts, Nakayama, and Martin (2007) present options for professionals

pursuing careers in communication, some as follows:

• Speech writers

• Press secretary

• Public information officer

• Public affairs specialist

• Communication assistant

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 • Meetings secretary

• Customer service representative

• Marketing assistant or officer

• Sales assistant and account executive

• Research associates

• Operations manager

Other opportunities include careers in

• Advertising

• Communication education

• Electronic media: radio television and broadcasting

• Public relations

• Journalism

• Theater, performing arts and dramatic arts

• Communication in government and politics related

• International relations and negotiations

RIGHTS, RESPONSIBILITIES AND ACCOUNTABILITIES OF

COMMUNICATORS AND JOURNALISTS

The rights, responsibilities and accountabilities of communicators and

journalists are to safeguard the integrity of media and protection of the
general public in the form of accountability.

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 In the name of freedom of expression, ABUSES HAPPEN and certain
aspects remain largely unaccountable therefore it is a necessity to
communicators and journalists.

It is also their responsibility to ensure that citizens are able to originate

content and contribute to media content and not just remain passive
consumers of media output.

Rights, responsibilities and accountabilities of communicators and

journalists exercise and live by and which by most provide guarantee
against censorship and protection of

• freedom of expression

• safeguarding the confidentiality of journalistic sources and

• ensuring that information held by the government can be timely and

easily accessed by the public.

• A responsibility to ensure that citizens have convenient access to all

media which is subject to just and fair law and universally recognized
principles of human rights.

CODE OF ETHICS OF COMMUNICATORS AND JOURNALISTS

Communicators and journalists have codes of ethics and professional

standards based self-regulation

The general rule is RESPECT for truthfulness and respect for people’s
rights.

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 The United Nations, Educational, Scientific, and Cultural organization
(UNESCO) considers the code of ethics as being at the heart of good
communication and journalism for it fosters professional self-censorship
among professionals in the industry.

The code of ethics contributes to the accuracy, fairness, and reliability

of information, therefore also benefiting the general public as consumers
of information which form part of the basis of individual, family, and
community, corporate and national decisions.

The National Union of Journalists (NUJ) Code of Conduct has set out the
main principles of British and Irish journalism since 1936. The code is part
of the rules and the journalists joining the union must sign that they will
strive to adhere to it. Members of the National Union of Journalists are
expected to abide by the following professional principles:

A journalist:

1. At all times upholds and defends the principle of media freedom, the
right of freedom of expression and the right of the public to be informed

2. Strives to ensure that information disseminated is honestly conveyed,

accurate and fair

3. Does his/her utmost to correct harmful inaccuracies

4. Differentiates between fact and opinion

5. Obtains material by honest, straightforward, and open means, with the

exception of investigations that are both overwhelmingly in the public
interest and which involve evidence that cannot be obtained by
straightforward means

6. Does nothing to intrude into anybody’s private life, grief, or distress

unless justified by overriding consideration of the public interest

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 7. Protects the identity of sources who supply information in confidence
and material gathered in the course of his/her work

8. Resists threats or any other inducements to influence, distort, or

suppress information and takes no unfair personal advantage of
information gained in the course of his/her duties before the
information is public knowledge

9. Produces no material likely to lead to hatred or discrimination on the

grounds of a person’s age, gender, race, color, creed, legal status,
disability, marital status, or sexual orientation

10. Does not by way of statement, voice, or appearance endorse by

advertisement any commercial product or service save for the
promotion of his/her own work or of the medium by which she/he is
employed

11. Shall normally seek the consent of an appropriate adult when

interviewing or photographing a child for a story about his/her welfare

12. Avoids plagiarism.

The NUJ believes a journalist has the right to refuse an assignments or be

identified as the author of editorial that would break the letter or spirit of
the code.

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 Let Us Practice
Write your new learning about the professionals and practitioners in
the discipline of communication.

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

Let Us Practice More

Search for a local and international communicators and journalists.
Choose one local and one international practitioner in the field of
communication and read up on their biographies, especially in terms of their
career paths. Write your answer the following questions:

1. What are their important roles and functions in the society?

2. How did they grow and develop their professional practice?
3. Do you dream of becoming a professional in the same career path?

Let Us Remember
The Professionals and Practitioners in the Discipline of
Communication play a variety of roles such as fiscalizers, mobilizers,
organizers, opinion makers, gate keepers, leaders, managers, propagandists,
policy advocates, reformist and even influencers or the so called bloggers.
Thus these functions determine the outcome or change of a situation and they
use a wide variety of media and mediums.

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 Let Us Assess

I. Test Your Knowledge

A. What are the roles and functions of communicators and journalists.

__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

B. Write the four (4) main competencies of communicators and

journalists?
1. ____________________________________________
2. ____________________________________________
3. ____________________________________________
4. ____________________________________________

C. Give at least two (2) career opportunities for the different areas of
specialization of communicators and journalists.

1. Advertising and Marketing __________________________________

_____________________________________
2. Communication Educators __________________________________
_____________________________________
3. Public Relations _____________________________________
_____________________________________
4. Theater and Performing Arts __________________________________
_____________________________________
5. International Relations _____________________________________
_____________________________________

II. Check Your Understanding

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 A. The lack of competencies of communicators and journalists risk
the delivery of their roles and functions may lead to?
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

B. Describe the rights, responsibilities, and accountabilities of

communicators and journalists.
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

III. Apply Your Learning

Select three (3) principles by the National Union of Journalists (NUJ).
Answer the following: (1) Explain briefly the principle, (2) describe
how the principle is practiced, and (3) Explain how the principle is
violated.
Principle 1 ________________________________________________
1. Explanation _______________________________________________
2. How the principle can be practiced __________________________
3. How the principle can be violated ___________________________

Principle 2 ________________________________________________
1. Explanation _______________________________________________
2. How the principle can be practiced _________________________
3. How the principle can be violated ___________________________

Principle 3 ________________________________________________
1. Explanation _______________________________________________
2. How the principle can be practiced _________________________
3. How the principle can be violated ______________________________

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 Let Us Enhance
Help our school’s Career and Placement office by making a brochure
with information relevant for Senior High School learners in the field of
communication that will encourage them to pursue communication related
courses.

Let Us Reflect
The professionals and practitioners in communication tell us the
importance of their various roles in the community. This lesson also
helps us learn about their functions as well as their rights, responsibilities
and their accountabilities as communicators.

Answer key to Activities

4. Speaking
3. Writing
2. Reading
1. Listening
Test your knowledge - B

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 References

Discipline and Ideas In Applied Social Sciences,

Elias M. Sampa, First Edition

For inquiries or feedback, please write or call:

Department of Education – Division of Tagum City

Office Address: Energy Park, Apokon, Tagum City, 8100

Telefax: (084) 216-3504

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E-mail Address: tagum.city@deped.gov.ph