Achieve Great Things, Initiate Changes, Transform from Better to Best, Excel and Remain Humble

Gret-Fisico Bldg., Maharlika Highway, Brgy. Lumingon, Tiaong, Quezon, Philippines

Telefax Number: (042)-545-6547 / Cell No. 0922-8934738

DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

I. UNIT NO. & TITLE: Unit 4: Communication

II. LESSON NO. & TITLE: Lesson 3: The Discipline of Communication
III. WEEK NUMBER: Week 9
IV. MODULE NUMBER: Module 8
V. OBJECTIVES: At the end of the lesson, students must be able to:
 Explain the rights, responsibilities, and accountabilities of
communication.
 Distinguish professional and ethical behaviors among practitioners
VI. ACTIVITY:

PRETEST
Match the items in Column B with those in column C. Indicate your answers in column A by writing
the corresponding letter in column C.

A B C
1. Journalism’s first obligations. a. To keep citizens informed about
government and society
2. Main purpose of Journalism b. Stimulates the economy
3. A paid form of communication c. Newsletters
4. Criticism of advertising d. Right to protect the identity of
sources
5. Criticism of public relations e. Promotes stereotypes
6. Function of advertising in society f. Spin doctors
7. One of the rights of journalists g. Trade shows
8. A tool of internal communications h. Crisis management
(within a company)
9. A public relations activity i. No to ridicule person due to race,
gender, etc.
10. An ethical standard in advertising j. Advertising
k. Entertainment
l. Truth

VII. DISCUSSION:

RIGHTS AND RESPONSIBILITIES OF COMMUNICATION

Journalism refers to the gathering, reporting, and dissemination of news through the mass media. It
is the system which arose to provide for society’s need for news and it arises from the citizens’ rights to
have access to fact and opinion about matters of public interest, and hence are importance to their welfare,
and rights and duties as citizens. In a democratic society access to free information plays a central role in
creating a system of checks and balances among the various functions of government, in holding
government accountable to the citizenry, and enabling citizens to participate in the political process.

To ensure the journalists are able to perform their functions, they enjoy certain rights that flow from
a constitutional guarantee of freedom of the press and speech. These rights include free access of
information, the right to investigate stories that are of interest of the public, the right to protect the identity
and confidentiality of one’s sources, the right to publish stories without fear of punishment.

Moreover, the journalist’s rights are protected by an international legal framework that is based on
the UN Universal Declaration of Human Rights. This framework upholds freedom of expression and
information which is defined in the declaration through the following clauses:
Article 15: The right to form, to hold, receive and impart opinions
Article 16: Freed and equal access to information inside and outside state borders
Article 19: The freedom to hold opinions without interference and to seek, receive, and impart
information though any media.
At the same time, the journalist is expected to adhere to certain principles of professional conduct.
The first canon of journalism was published by the American Society of Newspaper Editors in 1923.
Journalist in any countries, including the Philippines, have adopted a code of conduct. The most frequently
found principles in these codes are:
 Truthfulness of information
 Defense of the public’s rights
 Responsibilities in forming public opinion
 Standards of gathering and presenting information
 Respecting the integrity of sources
 Prohibition of discrimination on the basis of race, ethnicity, religion, and other characteristics
 Respect for privacy
 Prohibition of bribes and other benefits
 The need to respect universal values and the diversity of cultures
 The need to promote human rights, peace, social progress, and democracy.

The code of ethics drawn up by the society of professional Journalists define the principles and
standards of journalism practice as follows:
 Seek truth and report it: Journalist should be honest, fir, and courageous in gathering, reporting,
and interpreting information.
 Minimize harm: ethical Journalist treat sources, subjects and colleagues as human beings
deserving of respect.
 Act independently: Journalist should be free of obligation to any interest other than the public’s
right to know.
 Be accountable: Journalist’s are accountable to their readers, listeners, viewers, and each other.

PROFESSIONAL AND ETHICAL STANDARDS

Indeed, advertising is a tool of communication whose impact on society cannot be ignored.
Recognizing their social responsibility, governments seek to regulate its practices. In the US, the Federal
Trade Commission is the primary federal agency that governs advertising and is primarily concerned with
eliminating deception in advertising. The US Food and Drug Administration (FDA) monitors advertising
claims regarding food and drugs.
The advertising industry itself makes efforts to establish ethical standards. In the Philippines, the
advertising board of the Philippines, the umbrella organization for the largest advertising associations
including the Association of Accredited Advertising Agencies- the Philippines and Cinema Advertising
Association of the Philippines, has sought to police its ranks by crafting a code of ethics and the procedures
to implement these. The code provides, among others, the advertisements should not:
 Undermine the public’s regard for government, law and duty constituted authority.
 Exploit or tend to promote physical, verbal, or psychological violence or the use of deadly
weapons.
 Disparage, ridicule, or attack any natural person or groups of persons especially on the basis of
gender, social or economic class, religion, race, or nationality.
 Depict the actual act of drinking alcoholic beverages or smoking tobacco products.

VIII. PRACTICE/APPLICATION/SYNTHESIS:
(See Worksheet)

IX. ASSESSMENT
(See worksheet)

X. REFLECTION:
(See worksheet)

XI. FEEDBACK: Teacher’s comments or reactions after submission and checking.

 Achieve Great Things, Initiate Changes, Transform from Better to Best, Excel and Remain Humble

Gret-Fisico Bldg., Maharlika Highway, Brgy. Lumingon, Tiaong, Quezon, Philippines

Telefax Number: (042)-545-6547 / Cell No. 0922-8934738

Name: ___________________________ Date: __________________

Section: __________________________ Teacher: ______________________

(PRACTICE/APPLICATION/SYNTHESIS)
ESSAY.
1. Why is Journalism important in a democracy?

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2. Explain this content of Article 19: “The freedom to hold opinions without interference and to
seek, receive, and impart information though any media.

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 (ASSESSMENT)

Choose 5 among 10 principles in the codes of journalism inside the box below.
Explain those 5 principles base on your learning and understanding to this lesson.

-Truthfulness of information
-Defense of the public’s rights
-Responsibilities in forming public opinion
-Standards of gathering and presenting information
-Respecting the integrity of sources
-Prohibition of discrimination on the basis of race, ethnicity, religion,
and other characteristics
-Respect for privacy
-Prohibition of bribes and other benefits
-The need to respect universal values and the diversity of cultures
-The need to promote human rights, peace, social progress, and
democracy.

REFLECTION:
Discuss your understanding about Code of Ethics of Communication.

Prepared by: Checked and Noted By:

ELEAZAR R. DE TORRES LAARNI L. TOLENTINO

Subject Teacher Principal