Communication has purposes other than those

related in the realm of media industry; it also

educates and alleviates people from ignorance of
the events and issues in society

Communication Practice
 Advertising agencies
 Public relations firms
 Telecommunication companies
 Media organizations
 Social research institutes

Communication Practice
 Government service may or may not require civil
service eligibility depending on the government
agency affiliated with.
 The Philippine Information Agency, People’s
Television Network (PTV), Department of
Information and Communication Technology (DICT),
and National Telecommunications Commission
(NTC) are among the common government agencies
and institutions in the country which provide
employment to communication graduates or
practitioners.
Communication Practice
 E.O. No. 100 – December 24, 1986
 Arm of the Office of the President and the Executive
Branch of the government to coordinate with the
various sectors in the country.
 An agency that envisions itself to contribute to
nation-building by providing information that is
current, credible, accessible and relevant.

Communication Practice: Government Service

 PIA believes that Filipinos can capitalize on their
capability to affect change in their community if
they are well-informed and are rid of ignorance
and illiteracy.

Communication Practice: Government Service

 Television network owned and controlled by the
Philippine government under PCOO.
 R.A. 7306 – April 17, 1992
 It has eight divisions – (1) news; (2) public affairs;
(3) sports and special projects; (4) program
production services; (5) administrative; (6) finance;
(7) engineering; and (8) provincial network.

Communication Practice: Government Service

 The following are the functions of PTV according to
R.A. 7306:

 To serve primarily as a vehicle for the state for

the purposes of education, science and
technology, arts, culture, and sports in order to
foster national pride and identity;

Communication Practice: Government Service

 The following are the functions of PTV according to
R.A. 7306:

 To serve as a vehicle for bringing the

government closer to the people in order to
enhance their awareness of the programs,
policies, thrusts, and directions of the
government;
Communication Practice: Government Service
 The following are the functions of PTV according to
R.A. 7306:

 To ensure that the programs broadcast by the

network maintain a high general standard in all
respects and in particular, in respect to their
content and quality and proper balance of
educational, news, public affairs,
entertainment, and sports programs;
Communication Practice: Government Service
 The following are the functions of PTV according to
R.A. 7306:

 To serve as an effective outlet for an alternative

programming;

Communication Practice: Government Service

 The following are the functions of PTV according to
R.A. 7306:

 To provide subsidized airtime to legitimate

people’s organizations and nongovernment
organizations in the promotion of their
programs and projects;

Communication Practice: Government Service

 The following are the functions of PTV according to
R.A. 7306:

 To serve as an effective medium for national

unity and political stability by reaching as
much of the Filipino population as possible
through the effective use of modern
broadcasting technology; and
Communication Practice: Government Service
 The following are the functions of PTV according to R.A.
7306:

 To ensure that nothing is included in the programs

broadcast by the network which shall offend
public morals, good taste or decency, offend any
racial group or promote ill-will between different
races or different public groups, or prescribing
such programs as would promote strictly partisan
politics and propaganda, and outrage public
feeling in general.
Communication Practice: Government Service
 R.A. 10844 – May 20, 2016
 Former President Benigno C. Aquino III
 The agency was formed to promote the national
ICT development agenda of the government.
 Moreover, it is mandated to ensure that
information and communication technologies
continue to exist and develop in the country.

Communication Practice: Government Service

 “ICT is a major development
agenda in the Philippines because
different forms of media have
become part of practically all
facets of Philippine society.”

Communication Practice: Government Service

 An agency that regulates and promotes affordable,
viable, reliable and accessible
telecommunications infrastructure and services…
for national progress and development.

Communication Practice: Government Service

 NTC is tasked to:
 grant certificates of public convenience and
necessity/provisional authority to install,
operate and maintain telecommunications,
broadcast and CATV services;
 grant licenses to install, operate and maintain
radio stations;

Communication Practice: Government Service

 NTC is tasked to:
 allocate/sub-allocate and assign the use of
radio frequencies;
 type-approve/type-accept all radio
communications, broadcast, and customer
premises equipment;
 conduct radio communications examination
and issue radio operators certificate;
Communication Practice: Government Service
 NTC is tasked to:
 prepare, plan, and conduct studies for policy
and regulatory purposes;
 monitor the operation of all
telecommunications and broadcast activities;
 enforce applicable domestic and international
laws, rules, and regulations; prosecute
violations; and impose appropriate
penalties/sanctions;
Communication Practice: Government Service
 NTC is tasked to:
 issue licenses to operate land, maritime,
aeronautical, and safety devices; and
 perform other telecommunications/broadcast-
related activities as may be necessary in the
interest of public service.
 However, broadcast stations may still have to
acquire from the House of Representatives a
franchise to operate.
Communication Practice: Government Service
 Nongovernmental organizations (NGOs) utilize
communication for various purposes:
 emergency search
 rescue
 assistance

Communication Practice: Nongovernment Service

 NGOs must maintain relevant information to the
appropriate recipients of such information so that
they are able to respond to the challenges and
needs of affected areas in timely, clear, and
effective manner (Barrigan & Hemingway, 2011).

Communication Practice: Nongovernment Service

 Communication practitioners and journalists find
themselves in academic institutions as either
communication educators or members of the
information and communication office.

Communication Practice: Academic Practice

 Communication practitioners and
journalists ma find areas of work in private
or public institutions, depending on the
level of influence or contribution they
want to make to their community.
 Encoding
formulation and articulation of messages

 Decoding
reception, perception, and interpretation of
messages.

Processes and Methods in Communication

Processes and Methods in Communication
 As advanced by Stuart Hall, encoding
and decoding presupposes that the
decoders actively make sense of the
message based on their individual social
context or reality, and later on send
feedback or collectively change the
message.

Processes and Methods in Communication

 Sender – encoder or creator of the message
 Ideas – subject matter or the formulated message
itself, which may be an expression of an opinion,
attitude, feelings, views, orders, suggestions, or any
other statement or assertion
 Channel – persons, technologies, or any other
means by which the message is transmitted by the
decoder.
Processes and Methods in Communication
 Receiver – decoder or receiver of the message
 Feedback – process validating that the encoder
and the decoder created a same sense of meaning
from the message.

Processes and Methods in Communication

 The process in the ritual view of
communication involves an establishment
of shared understanding of meanings
among communicators.

Processes and Methods in Communication

 In other words, communication
does not stop at getting the message
across but letting the message be used to
promote socialization and activate
shared construction of meanings to
enrich society in more ways than one
can imagine.

Processes and Methods in Communication

 Intrapersonal – pertaining to self-introspection
 Interpersonal – referring to dyadic or group
communication
 Public – addressing a targeted audience in a public
forum
 Mediated – using media and communication
technologies
 Institutional – involving internal or external
processes of organizations or juridical entities
Processes and Methods in Communication
 Pulse Asia, Social Weather Station (SWS), AGB
Nielsen, Kantar Media, and Ibon Foundation are
some of the research agencies that conduct studies,
which affect the policy-making and agenda-setting
of some private or government entities.

Communication Practice: Social Research

 Established in 1999
 Intended to provide monitoring services on
various issues that concern Filipino public.
 One of its main thrust is to democratize the
political, cultural, and socioeconomic agenda that
matter to all sectors of the society.

Communication Practice: Social Research

 Has been operating for 30 years
 Provides social research services on areas such as
economics, political science, sociology, statistics,
and market research.

Communication Practice: Social Research

 Accepts commissioned research and also conducts
its own independent study focused on television
viewing behaviors.
 Audience measurements are typically conducted to
observe the use and engagement of people with
media content in various platforms.

Communication Practice: Social Research

 Provides media analysis to measure the media
image and impact of various organizations
(advertisers, media owners, advertising/media/PR
agencies, publishers, government, NGOs, and trade
organizations)
 It monitors competition among media
organizations and then present its comparative
result.
Communication Practice: Social Research
 Established in 1978
 Aims to serve the interest and aspirations of the
Filipino people through an understanding of
socioeconomics.
 This nonstick, nonprofit organization is concerned
with the most urgent social, economic and
political issues confronting Philippine Society and
the world.
Communication Practice: Social Research
 The services of Ibon Foundation include:
 creation of relevant source materials
distributed stakeholders;
 promotion of welfare concerns of the
marginalized sector through coordination with
institutions;
 conduct of relevant research and popularizing
these research for the benefit of those sectors
concerned.
Communication Practice: Social Research
 The services of Ibon Foundation include:
 Dissemination of source materials for general
public to use; and
 Close coordination and active campaigning
with various interest groups and policy makers
for social, economic, and political development
efforts.

Communication Practice: Social Research