MEDIA AND INFORMATION LITERACY

HANDOUT
Module 1-4
Introduction to Media and Information Literacy:
Communication
Communication- Communication is taken from the
Latin word commūnicāre, which means “to share” or
“to divide out”
THE PROCESS OF COMMUNICATION
Communication is a process of sharing ideas and
opinions about issues, people, events and places
between or among persons through various
channels to gain common understanding.

THE BASIC TYPES OF COMMUNICATION
VERBAL COMMUNICATION
When communication happens verbally, vocally or
through written words expressing or conveying a
message, this is known as verbal communication.
The model is fairly simple and informs you
that information originates from someone and the
message flows through a medium, either by sound
waves or light waves, and that the message is
received by someone at the other end with a
corresponding effect.

Verbal communication has two types:

As shown in Figure 2, it is designed to develop the

effective communication between sender and
receiver. Also, they find factors affecting the
communication process called “Noise”. At first, the
NONVERBAL COMMUNICATION
model was developed to improve the technical
communication. Later on, it’s widely applied in the
Any communication without the use of mouth field of communication.
(voice), spoken words, conversation and written
languages is called Nonverbal Communication. It
happens through signs, symbols, colors, gestures,
body language or any facial expressions. The use of
traffic signals is one of the best examples of this type
of communication.

PARTS OF THE COMMUNICATION MODEL

The Osgood – Schramm Model is a circular model so
communication is
circular in nature. The message is sent only after
encoding. The sender is also called
the encoder. The encoded message is decoded by
the receiver under receipt, making
him also the decoder.
The Westley and MacLean’s Model of
Communication can be seen in two
contexts: interpersonal and mass communication.
Westley and Maclean realized that communication
does not start when a person begins to speak, but
when a person selectively responds to his or
her physical environment.
The David Berlo’s Communication Model is another
type of Reception model that follows the SMCR
model which do not follow any specific particular
communication. It is accounted for factors that
affect how communicators are influenced when they
send and receive a message.
Media Literacy
Bautista et al (2016) from New Mexico-based Media
Literacy Project (MLP) describes media literacy as
the “accessibility, review, assessment and media
development. Media literacy is the method by which
media content is dissected for critical analysis.
To do so, it is important to look at the underlying
meanings of media content, its ownership and
control, as well as how they are portrayed.
Information Literacy
According to the American Library Association,
(2000) Information literacy is a collection of skills
requiring individuals to identify when knowledge is
needed and have
the ability to efficiently find, assess and use the
necessary information. It aims at
encouraging individuals to efficiently search, analyze
and use information. While media literacy focuses on
understanding, using, and producing messages from
different media, information literacy is the ability to
effectively and sensibly find, evaluate, and utilize
information.
Technology Literacy
Bautista et al (2016) from the Department of
Education in Colorado (2009) describes technology
literacy as "the ability to use effective technology to
interact, solve problems, navigate, handle,
incorporate, analyze, develop and generate
information to improve learning in all subject areas,
and to gain lifelong knowledge and skills in the 21st
century." Where media and information literacy are
concerned with the use of messages from
various media sources, technology literacy focuses
on the responsible and effective use of tools or
networks to access, evaluate and generate the
message.
Information literacy
What is information? Information is defined using
the below definitions:
• Data that has been collected, processed, and
interpreted in order to be presented
in a useable form.
• A broad term that can cover processed data,
knowledge derived from study,
experience, instruction, signals or symbols. In the
media world, information is often
used to describe knowledge of specific events or
situations that has been gathered or
received by communication, intelligence, or news
reports.