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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Published by the Department of Education
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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.)
iii
LESSON
1
THE PROFESSIONALS AND
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
2. Reading Skills
Data information gathering skills necessary for
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.
7. Drama directing
8. Film and tape liberation
6
Technical directing
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
Test your knowledge - B
1. Listening
2. Reading
3. Writing
4. Speaking
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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
E-mail Address:
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tagum.city@deped.gov.ph