Media Information Literature

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..
- The exchange of information and the expression of feeling that can result in understanding
2 Basic Types Of Communication
Non-verbal Communication
 Signs
 Symbols
 Colors
 Gestures
 Body Language
 Facial Expressions
Verbal Communication
 Oral
 Written
Transmission Models
Laswell’s Communication Model (1948)
- describes who is saying something, which channel is used to convey the messages, who the message
is aimed at and what effect the message has.

Shannon-Weaver’s Communication Model (1948)

- can be broken down into 6 key concepts: sender, encoder, channel, noise, decoder, and receiver.
“Mother of all Models”
Reception Model
Osgood-Schramm’ s Model (1954)
- as a circular model because it indicates that messages can go in two directions. Hence, once a
person decodes a message, then they can encode it and send a message back to the sender. They
could continue encoding and decoding into a continuous cycle.

Transmission Model
Westley and Maclean (1957)
- communication does not begin when one person starts to talk, but rather when a person responds
selectively to his/her physical surroundings. 

Reception Model
Berlo’s SMCR Model (1960)
- the process of communication in its simplest form. The acronym SMCR stands for Sender, Message,
Channel, and Receiver.
Elements of Communication
 Source
 Encoding
 Transmitting
 Channels
 Decoding
 Receiver
 Feedback
 Noise
Key Terms
Communication
- Directed and purposeful exchange of information and messages between people or groups of
people by speaking, writing, gestures, and signs.
Messages
- Refer to any form of communication (information, feelings, and ideas) passed or transmitted using
a channel.
Interpersonal Communication
- Refers to the communication between two persons, whether they are verbal or non-verbal
Mass Communication
- Refers to communication systems that are configured to create, produce, and disseminate media
texts to mass audiences.
Media Literacy
- Ability to decode, analyze, evaluate, and produce communication in a variety of forms
- Provides a framework to access, analyze, evaluate, and create messages in a variety of forms- from
print to video in the internet

Fundamental Elements of Media Literacy (Art Silverblatt, 1955)

1. An Awareness of the impact of media
2. An understanding of the process of mass communication
3. Strategies for analyzing and discussing media messages
4. An understanding of media content as a text that provides insight into our culture and our lives
5. The ability to enjoy, understand, and appreciate media content.
6. An understanding of the ethical and moral obligations of media practitioners
7. Development of appropriate and effective production skills
8. Critical thinking skills enabling the development of independent judgment about media content
Critical Thinking
- Intellectually disciplined process of actively and skillfully conceptualizing, applying, analyzing,
synthesizing, and/or evaluating information gathered from, or generated by observation,
experience, reflection, reasoning, or communication, as a guide to belief and action (Scriven and
Paul, 1987)
- Critical thinking is thinking about your thinking while you’re thinking in order to make your
thinking better (Paul, 1992)