MODULE 13:

CLIENTELE AND
AUDIENCES IN
COMMUNICATION
 THE PUBLIC AND THE
AUDIENCE
These publics consciously
differentiate themselves from one
another and do not regard
themselves as mere groups.
 THE PUBLIC AND THE
AUDIENCE
They have their distinct ways of
being a public of a certain
communication form.
 THE PUBLIC AND THE
AUDIENCE
Public defines itself by affirming
its loyalty to a certain group of
publics.
 THE PUBLIC AND THE
AUDIENCE
Public exist because of the
differences and diversity of their
positions or perception toward an
issue.
 THE PUBLIC AND THE
AUDIENCE
Public regard communication as
inclusive and they are more
motivated to actively participate in
the communication process.
 THE PUBLIC AND THE
AUDIENCE
Publics are more conscious
aggregation such as fans or
supporters of communication
content.
 THE PUBLIC AND THE
AUDIENCE
An audience is merely reactive and
responsive and does not intentionally
and consciously regard himself or
herself as an active stakeholder in the
communication process.
 THE PUBLIC AND THE
AUDIENCE
Audience is more passive and not
critical in the way he or she deals
with the messages that come in his
or her way.
 CLIENTELES OF
COMMUNICATION
Individuals
A person who is able to communicate
more effectively could be also seen
by his or her peers/colleagues as
highly amiable, thus increasing his or
her chances for career advancement.
 CLIENTELES OF
COMMUNICATION
Groups and Organizations
It involves trust and cooperation.
An individual feels belongingness in
a group because of his or her ability
to contribute ideas through
communication.
 TYPES OF
COMMUNICATION IN
GROUPS (WOOD, 2015)
Task Communication
Climate Communication
Procedural Communication
Egocentric/Dysfunctional
Communication
TASK COMMUNICATION
Group members come together and
communicate various ways of dealing
with a problem, issue, or information
that is of importance to the whole
group.
TASK COMMUNICATION
Activating ideas for brainstorming.
Soliciting for possible information
that can solve an issue.
TASK COMMUNICATION
Providing an additional information
from previous experience.
Making critique of solutions at hand
to further improve such solutions.
 CLIMATE
COMMUNICATION
Group members are concerned about
fostering a constructive and
participative climate for each other so
that the goals of the group would be
achieved.
 CLIMATE
COMMUNICATION
Establishing a climate of discussion
that motivates everyone to speak up.
Motivating each member to feel
fulfilled when they are able to
contribute to the group.
 CLIMATE
COMMUNICATION
Harmonizing ideas especially those
that diverge but can be reconciled.
 PROCEDURAL
COMMUNICATION
Group members communicate with
each other to come to a consensus on
a decision.
 PROCEDURAL
COMMUNICATION
Establish a clear agenda and its
details
Orienting each member of the roles
they should fulfill during the
discussion of the agenda.
 PROCEDURAL
COMMUNICATION
Limiting the possibilities of
digressions or introduction of
irrelevant ideas.
Coordinating ideas according to how
they relate to each other.
 PROCEDURAL
COMMUNICATION
Summarizing all the ideas presented.
Recording the progress of the group
communication.
EGOCENTRIC/DYSFUNC
TIONAL
COMMUNICATION
This is type of communication which
is autocratic and monopolistic.
EGOCENTRIC/DYSFUNC
TIONAL
COMMUNICATION
Become antagonistic/aggressive
towards ideas that contradict one’s
idea.
Blocking ideas that do not seem to
favor the majority.
EGOCENTRIC/DYSFUNC
TIONAL
COMMUNICATION
Dominating the interaction.
Sharing irrelevant and unnecessary
ideas.
EGOCENTRIC/DYSFUNC
TIONAL
COMMUNICATION
Disrupting tasks that members are
working on.
Devaluing and trivializing the ideas
of other group members.
 THE NEED FOR
COMMUNICATION
Individuals
Groups
Organizations
Communities
 INDIVIDUALS
People communicate to express their
needs or desires, to share ideas and
information to others, to socialize and
interact for the sake of belongingness,
to inquire and clarify.
 GROUPS
Groups need to communicate to
come together.
Members of the groups tend to
cooperate and arrive at collective
actions if they are able to attain
common interests, needs or goals.
 ORGANIZATIONS
Communication is crucial among
organizations because they deal with
informing, persuading, and
promoting goodwill both internally
and externally.
 COMMUNITIES
Developing necessary communication
skills is part and parcel of building a
community.
Community must gain access to
communication infrastructure and
technologies to keep them abreast with the
rest of the country and the world.