Study Guide Applied Social Sciences
Characteristics and Needs of
Clientele and Audiences for
Communication and Journalism
Objectives:
• Describe the clientele and audience of communication.
• Distinguish the needs of individuals, groups, organizations, and
communities.
• Discuss the different settings, tools, processes, and channels involved
in the communication process.
Clientele and Audience
• clientele – refers to an individual or group of persons who are the
designated receiver of information
• audience – refers to those who use media; such as television,
newspaper, magazines, books, and social media; as their source of
information.
Characteristics of Clientele and Audiences
Social position
• refers to one’s status or position in a particular culture of society
• it influences social power and hierarchy
Educational attainment
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, • When communicating with clients or audience, you should take into
consideration their literacy skills and level of education.
Age group
• People belonging to different age brackets have different levels of
experiences that can influence how they communicate with others.
Race and ethnicity
• One of the main issues that professionals must address is the use of
appropriate representations in portraying details of a particular race or
ethnicity.
Primary language
• Communicating with the clientele or the audience in the language
that is easily understood facilitates understanding between the social
worker and the person whom he/she is talking to.
Health status
• When communicating with the clients or an audience, you should take
into consideration their health condition.
Source of livelihood
• You should choose the means of communication that is easily
accessible to people, such as newspapers and portable radio.
Kind of information used
• Information is a source of matter that influences the format and
distribution of communication materials.
• This refers to the information that matters to a person.
Needs of the Clientele and Audiences in
Communication
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Characteristics and Needs of
Clientele and Audiences for
Communication and Journalism
Objectives:
• Describe the clientele and audience of communication.
• Distinguish the needs of individuals, groups, organizations, and
communities.
• Discuss the different settings, tools, processes, and channels involved
in the communication process.
Clientele and Audience
• clientele – refers to an individual or group of persons who are the
designated receiver of information
• audience – refers to those who use media; such as television,
newspaper, magazines, books, and social media; as their source of
information.
Characteristics of Clientele and Audiences
Social position
• refers to one’s status or position in a particular culture of society
• it influences social power and hierarchy
Educational attainment
Page 1 of 5
, • When communicating with clients or audience, you should take into
consideration their literacy skills and level of education.
Age group
• People belonging to different age brackets have different levels of
experiences that can influence how they communicate with others.
Race and ethnicity
• One of the main issues that professionals must address is the use of
appropriate representations in portraying details of a particular race or
ethnicity.
Primary language
• Communicating with the clientele or the audience in the language
that is easily understood facilitates understanding between the social
worker and the person whom he/she is talking to.
Health status
• When communicating with the clients or an audience, you should take
into consideration their health condition.
Source of livelihood
• You should choose the means of communication that is easily
accessible to people, such as newspapers and portable radio.
Kind of information used
• Information is a source of matter that influences the format and
distribution of communication materials.
• This refers to the information that matters to a person.
Needs of the Clientele and Audiences in
Communication
Page 2 of 5
