Q2 L2

• Journalism


  The gathering, reporting and dissemination of news through the mass media, a system which arose to provide for society's need for news and it arises from the citizens' right to have access to fact and opinion about matters of public interest
• Nine Principles embodied in the "Elements of Journalism"

  • Journalism's first obligation is to the truth
  • Its first loyalty is to citizens
  • Its essence is a discipline of verification
  • Its practitioners must maintain an independence from those they cover
  • It must serve as an independent monitor of power
  • It must provide a forum for public criticism and compromise
  • It must strive to make the significant interesting and relevant
  • It must keep the news comprehensive and proportional
  • Its practitioners must be allowed to exercise their personal conscience
• Rights and Responsibilities


  • Art. 15: The right to form, hold, receive and impart opinions
  • Art. 16: Free and equal access to information inside and outside the state borders
  • Art. 19: The freedom to hold opinions without interference and to seek, receive, and impart information through any media
• Principles and Codes of Conduct of a Journalist

  • Truthfulness of information
  • Clarity of information
  • Defense of the public's rights
  • Prohibition of bribes and other services
  • The need to respect universal values and diversity of cultures
  • Responsibilities in forming public opinion
  • Standards of gathering and presenting information
  • Respecting the integrity of sources
  • Need to promote human rights, peace, social progress and democracy
  • Prohibition of discrimination on the basis of race, ethnicity, religion
  • Respect for privacy
• Codes of Ethics, Principle and Standards drawn by Society of Professional Journalist

  • seek truth and report it
  • minimize harm
  • act independently
  • be accountable
• Advertising


  A "paid" mediated form of communication from an identifiable source to persuade reader, listeners and viewers especially the consumers to take some action now and in the future
• Advertisements should not


  • Undermine the public's regard for government, law and duly 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 and nationality
  • Depict the actual act of drinking alcoholic beverages or smoking tobacco products
• Public Relations


  A strategic communication process that builds beneficial relationship among members of the organization and their public
• Public Relations (PR) Management Functions

  • Anticipating and Analyzing Public Opinion
  • Counseling Management
  • Researching and Evaluating Programs
  • Planning and Implementation
• Characteristics of Clientele and Audiences of Communication


  • Social Position
  • Educational Level
  • Age Range
  • Race and Ethnicity
  • Job Type
  • Health Status
  • Information Services
• Clienteles of Communication and it's Needs

  • Individuals: Need good communication skills to be able to establish good relationship
  • Groups & Organizations: Can exchange ideas and gain more knowledge and understanding
  • Communities: Can together arrive at a decision or course of action
  • Communities: Must gain access to communication infrastructure and technologies
• Mass Media


  An agent of socialization and communication such as television shows, movies, popular music, magazines, web sites and other aspects of the mass media
• New Media


  The rise of the internet has led to a form of technology known as new media, which is digital & networked and dense (website, webpages, blogs, podcasts, online videos)
• Anthony Robbins: 'To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others'