Lecture No.

LESSON 1: UNDERSTANDING MEDIA AND INFORMATION TECHNOLOGY

MEDIA AND INFORMATION LITERACY

Media and Information Literacy, empowering people by providing them the competencies needed to engage in the traditional
media and the new technologies. With the proliferation of the various media forms, changes in human attitudes and behaviors have
been manifested. These competencies that media literacy must provide the citizens include knowledge, skills, and attitude as one deals
with consuming and producing different media contents in various media platforms that range from any of the quad media.
The 19th century paved way for the emergence of the tri-media, the radio, television, and the newspapers. However, now that
st
the 21 century has dawned, the introduction of the fourth medium has paved way to the expansion of the different types of
information and information traffic through the internet whereby making the tri-media now to be referred to as quad media (radio,
television, newspapers, internet).
With the evolving society, the evolving concepts of literacy come into place. Literacy in its denotative meaning defines it as
the ‘ability to read and write with understanding a simple statement related to one’s daily life.’
The traditional meaning of literacy which is the ‘ability to read and write’ is now accented with the notion of understanding. People
today possess and exhibit multiple literacies; making the concept situational dynamic.
Fusing the terms media and literacy therefore, allows one to understand that media literacy is a notion by which a person
possess the ability to write (produce) and read and understand (consume) media content in various media platform equipping them
with the right knowledge, skills, attitudes.

Communication
- Refers to people or groups of people imparting or exchanging messages through speaking, writing, gestures, or even
using other symbolic forms by utilizing a variety of channels for sending and receiving. Communication plays essential
role in our daily lives.

Messages
- A collection of symbols that appear purposefully organized (meaningful) to those sending or receiving them.

LEVELS OF COMMUNICATION

 Intrapersonal Communication
- It refers to the communication that takes place within a person. He or she is doing an internal conversation with himself
or herself.
 Interpersonal Communication
- A form or communication that involves two to three individuals interacting through the use of their voices and bodies.
- It pertains to the communication that occurs between two or more persons interacting with each other to convey
information.
 Mediated or Machine – Assisted Communication
- It is a type of interpersonal communication that uses the aid of mechanical (machines) and technological (electronics and
computers) devices such as pens, telephones, fax machines, mobile and smart phones, electronic tablets, personal
computers and the internet.
 Public Communication
- It involves an individual delivering a speech or a message in front of an audience. It is also called public speaking.
 Mass Communication
- Is the term commonly used to refer to communication systems that are configured to create, produce, and disseminate
media texts to mass audiences. Traditional forms of mass communication consist of newspaper, radio, television, and
film. It is also understood that in mass communication, there is no immediate feedback between the source and the
receiver.
- It is where two or more persons or an institution use mechanical and technological devices to produce and transmit
messages to a large number of mixed audiences.

CHANNEL
(Message)

SOURCE RECEIVER

Ms. Jenny B. David – ICT Teacher

 Lecture No. 2

CHANNEL
(Feedback)

THE EIGHT ELEMENTS OF COMMUNICATION

1. Source - The source is oftentimes considered as the originator or initiator of the message. He or she is popularly called as the
sender or encoder of information. The source can be an individual, a group of people or an organization or institution.
2. Encoding – It refers to the process through which the source translates and transforms the ideas and thoughts that he or she
wants to transmit to another person. In simple terms, encoding pertains to the sender’s creation and organization of ideas to
form a message.
3. Message – Message is the product of the sender’s encoding. It includes symbols, meanings, forms and organization. There
are two types of messages: the verbal and the non-verbal messages.
Verbal Messages: pertains to communication that makes use of spoken language, words and verbal symbols.
Non-Verbal Messages: is the type of communication that involves body movements, gestures, eye movements, facial
expressions, posture, space/distance, and even time and touching.
4. Channel – A channel is a must in a communication process. Without this element, communication will not take place. The
channel is commonly called as the pathway, the route or the medium travelled by the message from the source to its recipient.
5. Decoding – This is the process by which the receiver translates or interprets the source’s message to convey meaning.
6. Receiver – The receiver is the individual or the audience intended to receive the information.
7. Feedback – It refers to the response of the receiver to the message. Feedback occurs when the recipient reacts and responds
to the message from the source. This is the place that describes how the person heard, seen, understood and process the
information received.
8. Noise – It may be in the form of physical, mental or emotional noises. It pertains to any distraction, interference or hindrance
in a communication process.

Ms. Jenny B. David – ICT Teacher