1

MIL
HANDOUT #1
Introduction to Media and Information Literacy (Part 1)
Nature of Communication in Relation to Media and Information Literacy
Communication
-the act or process of using words, sounds, signs, or behaviors to express or exchange information or to express
your ideas, thoughts, feelings, etc., to someone else (http://www.merriam-webster.com)
-the exchange of information and the expression of feeling that can result in understanding
(http://dictionary.cambridge.org)

Major Models of Communication

1. TRANSMISSION MODEL

a. Lasswell’s Communication Model (1948) -Most influential communication model

-Action or Linear model (one-way)

Communicator Message Medium Receiver Effect

(Who) (Says what) (In which channel) (To whom) (With what effect)

Example:
Text message about metro-wide earthquake drill from MMDA sent through cellular phone
-Communicator? MMDA
-Message? Earthquake drill message
-Medium/Channel? Through cellular phone
-Receiver? People
-Effect? Awareness and Preparedness

b. Shannon-Weaver's Communication Model (1948)

-Sending of information through electronic signal

2. RECEPTION MODEL
a. Osgood-Schramm Model of Communication (1954)
-Communication is a two way process where both sender and receiver take turns to send and receive a message.
-The message is only sent after encoding so the sender is also called Encoder and the encoded message is
decoded under receipt by the receiver, making him the Decoder.
 2

b. Berlo’s SMCR Model of Communication (1960)

-Factors affecting the individual components making the communication more efficient

Elements that constitute the creation of the message

Sender/source – Where the message came from (person or organization)
Encoder – The one who translates or composes the message so it can be transmitted to another party.
Transmitter – The element responsible for the actual act of sending the message. It can be through vocal cords
and facial muscles complimented by hand gestures, or it can also be through posting an administrative letter on
the bulletin board.
Noise – disruption, interruption; interferes the transmittal process
Channels – The lines that enable the act of transmitting and receiving of message
Decoder – The one who converts the transmitted impulses to signs or symbols as the brain perceives and
processes it. Through the decoder, the receiver is able to translate the source’s thoughts and ideas so they can
have meaning.
Receiver – The one who gets the message which can either be immediate or delayed.
Feedback – The response generated by the message that was sent to the receiver. It can be immediate or
delayed.
Conclusion: How is communication affected by media and information?

-Technology brings symbolic and complex messages to large, heterogeneous and widely dispersed audience

*Example: The cellphone technology (example of modern media) during the EDSA II phenomenon(2000)-The
technology was used to topple a government as attested in the article of Vicente Rafael “The Cellphone and the
Crowd: Messianic Politics in Contemporary Philippines”
 3

TERMS TO UNDERSTAND:
MEDIA LITERACY - The ability to read, analyze, evaluate and produce communication/information in a variety of
media forms.

INFORMATION LITERACY - The ability to recognize when information is needed; to locate, evaluate, effectively
use and communicate information in its various formats.

TECHNOLOGY/DIGITAL LITERACY - The ability to use digital technology, communication tools or networks to
locate, evaluate, use, and create information.

The interconnection among the three literacies: MEDIA AND INFORMATION LITERACY which refers to the
essential competencies (knowledge, skills and attitude) that allow citizens to engage with media and other
information providers effectively and develop critical thinking and life-long learning skills for socializing and
becoming active citizens.

Empowerment of people through Media and Information Literacy (MIL) is an important prerequisite for fostering
equitable access to information and knowledge and promoting free, independent and pluralistic media and
information systems.

Media and Information Literacy recognizes the primary role of information and media in our everyday lives. It lies
at the core of freedom of expression and information - since it empowers citizens to understand the functions of
media and other information providers, to critically evaluate their content, and to make informed decisions as
users and producer of information and media content.

Information Literacy and Media Literacy are traditionally seen as separate and distinct fields. UNESCO’s strategy
brings together these two fields as a combined set of competencies (knowledge, skills and attitude) necessary for
life and work today. MIL considers all forms of media and other information providers such as libraries, archive,
museums and Internet irrespective of technologies used.

*Reference: PowerPoint by Mr. Arniel Ping of St. Stephen’s High School (Manila, Philippines)
Prepared by: Ms. Jacquelyn Basilan