Communication and Technology individuals think, feel, act and how societies

organize and operate (Wood, n.d.)

“S-M-C-R model of communication evolved
There’s no denying just how technology brought
because of the available pathways for the
drastic changes to our society. Even in the registers
message to travel through.” Communication is
of language, why do you think “snail mails” are
more effective when tools and strategies are used.
called such?
Lesson 1: Role of T technology Communication
Evolution of Human Communication and
Use of tools and strategies in communication
Technology
further enhance understanding between
interlocutors. One of the tools and strategies that
Seven Milestones:
enhanced the effectiveness communication is
•Language
technology. A child is born ready to communicate
•Writing
but not to use technology. We learn how to utilize
•Printing
technology through the help of the “more
•telegraphy and telephony
knowledgeable others”—our parents, guardians,
•photography and motion pictures
teachers, friends, or even through technology itself.
•radio and television
•computers and internet.
Communication and technology…
are used in different fields. Due to its expanding
Lesson 2; Examining Relational Technology and
use, it is deemed to be an essential part in a child’s
Construction of Identities
communication competence and skills
• Duck and McMahan (2009) refer to cell phones,
development. Perhaps, learning how to use
IPods and other technological devices as relational
technological devices comes second after learning
technologies to emphasize the relational functions
how to speak when it comes to children. These
and implications of their use in society and within
advances in technology have influenced how
specific groups
people create, share, use and develop information
in society. Since today’s generation (Generation Z
Use of relational technologies develops unique
or the ‘post-millenials’) is born in an era of
meanings for particular social groups.
advanced technology and easily accessible
information, young people are expected to be
Older people tend to use phones for basic
highly skilled in their information and
purposes (texting and calling), while younger
communication technologies.
generation tend to associate phones with social
status
However, being born in a technologically rich world
does not guarantee one’s dexterity or expertise in
MEDIA AND TECHNOLOGY GENERATIONS
using technology.
Technology plays a major influence in identifying
the perceptions and experiences of generations.
DIGITAL DIVIDE: NOT JUST 3RD WORLD
Gumpert and Cathhart (1985) considers that
Definition; The gap between those who have
generations can be separated not only by time, but
access to or who can benefit from technology and
also by media experience.
those who cannot

Media generations (Duck & McMahan, 2010) are

Marshall McLuhan ’ theory of; TECHNOLOGICAL
differentiated by unique media grammar and media
DETERMINISM
consciousness based on the technological
environment in which they are born.
McLuhan, in his theory, states that technology
Technology influences people’s thinking,
—specifically, media —decisively shapes how
experiences and perceptions of reality. People who
are born in the print media era perceive the world
differently than those who are born after the
introduction of technology.
TECHNOLOGY AND SOCIAL NETWORKS
Generational influence is largely determined by the
availability of technology. Also, the people you
share a particular relationship direct and shape how
you value technology. For example, for people who
use android phones, owning Apple products may
earn them a higher social status. However, for
people who use Apple products, it may establish
group membership and acceptance instead of
gaining higher social status.
TECHNOLOGICAL PRODUCTS AND SERVICE
PROVIDERS
Social networks are platforms that enable users
to take advantages of assuming identities apart
from the physical truth/reality.
Some individuals desire to own the latest relational
technology and related accessories as means of
demonstrating savvy or social status.
Particular meanings are associated with the use of
particular products and service providers within a
social system. For instance, each style of cell
phone is symbolically connected to a certain
lifestyles, activities or media. This also applies to
service providers. The use of specific networks
facilitates social belonging to groups sharing a
certain value or orientation.
Lesson 3: ONLINE COMMUNICATION
“Online communication is the new face-to-face
communication.” Upper and lower cases of text
messages and emojies have carried almost similar
meanings and intent.
The advent of computer-mediated
communication has given man greater freedom
and heavier responsibility to survive in an online
environment.
According to Duck and McMahan (2010), there are
several factors that contribute to the construction of
identities which help communication styles that take
place in the Internet.
SCREEN NAMES
Identity development is part through the selection
of screen names which are frequently selected
when participating in chat rooms, online comments
and games.
Screen names do not provide an accurate
representation of the person in real life. What is
known in internet is, oftentimes, only true in the
internet.
Screen names are usually based on genuine
perceived characteristics of the self or
uncharacteristic traits they wish to establish online.
E-mail Addresses
Similarly, we can convey multiple aspects of a
person through selection of email addresses.
However you cannot use email/usernames (like
www.facebook.com/potatoesareme/) in formal
documents for it may form undesired impressions.
Online Content Creation and Identity
Internet has become an instrument and a site for
self-expression, especially for younger generations.
Personal web pages, posting of original pictures
and videos, etc., enable people to share and
display their thoughts, interests, talents and other
characteristics of events.
Personal Web Pages and Blog
In personal web pages and blogs, creator discloses
only the information he or she wishes. It allows the
selective expression of the self and the
performances of identity.
Information and materials available on websites
and blogs are given due to specific reasons.
Self-presentation strategies frequently in blogs to
achieve acceptance and approval to appear
socially competent (Bortree, 2005).
Social Networking Sites
Twitter, Instagram, Facebook, Tumblr, MySpace,
etc., allow people to connect with friends and
families. Sometimes, these sites are used to
establish connections and relationships with
people.
These sites are used to display and create of
personal relational identities, as well as disclosure
of personal information. In social networks, self
disclosure stands for establishment of relationship
due to the trust a person gives to the other party
—-----------------------------------------------------------------
Lesson 4: Mediated Communication and Its
Impact on Personal Relationships
A closer look at the pace technology has
revolutionized communication says a lot about
human relationships.
Technology enables us to use emails and e-cards
rather than waiting for snail mails and cards. As
well as with the Phone calls can be a way of
correspondence instead of the traditional letters.
Aside from this, technological transformation also
changes what can be accomplished, creating new
relational goals and norms.
Cell Phones and Personal Relationships
Cell phones have come to represent constant
connection to those who possess your number, and
how freely people give out their cell phone numbers
varies.
This is Liza Soberano. She gives her cell phone
number only to her friends and family. When at
work, she communicates with clients and fellow
artists through her manager. You do not have a
copy of her personal number. Whom she gives her
personal number establishes the personal
connection she would like to keep.
Giving or denying someone access to your cell
phone number establishes both the boundaries and
the degree of closeness desired and expected
within the relationship.
Providing another person with your cell phone
number suggests a desire for connection with that
individual and perhaps an indication of the type
ofrelationship you wish to establish.
Therefore, giving out phone numbers can be
symbolically done and can be interpreted as a
meaningful action of humans you encounter.
Thus, gives this generation a distinct quality of
being able to express like or dislike to someone
with just the use of cell phone numbers.
Constant Connection and Availability
Cell phones allow people to be in “perpetual
contact” with others. This constant connection with
others can provide comfort and security in a
relationship or can lead to challenges.
New relational expectations developed as a result
of constant availability of cell phones, i.e., when
someone do “Seen” you on Messenger, it implies a
violation in your relationship with one another.
Some may think that they are not as important as
they thought they were to that person who
“Seen”-zone them on Messenger and/or other
messaging applications.
Others may even use this deliberately just to show
small passive aggressiveness towards someone
else.
Shared Experience
Actual use of cell phones constitutes shared
technological experience. Especially when people
correspond through text messages, the engage in
the use of the same technology.
Cell phones also enable people to engage in
shared experience even when physically
separated. The immediate transmission of voice,
picture, sound, and video provide people with a
sense of experiencing an event or occasion
together.
Online Communication takes a variety of forms:
e-mail, chat groups, message boards, and instant
messaging. Although varied, these forms share
apparent similarities among them.
Characteristics of Online Communication
1. Lack of Nonverbal Cues
Nonverbal communication, such as vocalic and
kinesics, is incredibly important when crafting and
interpreting messages. Lack of these diminishes
the determination of the meaning of the message.
Misunderstandings will more likely to occur during
online interactions.
In some instances, the lack of nonverbal cues may
actually be advantageous. People become less
concerned with such factors as their appearance
and less distracted or troubled by the nonverbal
response of others. It may be more comforting that
other forms of interaction and can enhance
people’s willingness to communicate with others.
2. Asynchronous Nature
It contains slight or prolonged delay, unlike the
synchronous communication where everything is
happening in real time. The people involved in
communication must alternate between sending
and receiving. This nature provides more time to
consider the messages of others and to formulate
messages.
According to Duck and McMahan (2009) there were
two observations between online communication
and other forms of interaction:
1. All forms of interaction have unique benefits and
challenges.
2. As observed with instant messages, how online
communication is used has as much to do with its
quality as its actual nature.
Personal Relationships and Social Networks
One of the fears of online communication or
internet use is that it will diminish social interaction
and lead to a disconnection with social networks.
Some research has suggested that the more time a
person spends on the Internet, the less time he or
she spends with friends, family, and colleagues. As
well as a time displacer; increased time spent using
Internet means decreased time in doing other
activities.
Online communication enables people to maintain
and enhance existing relationships, as well as
create new relationships.
According to Howard, Rainie & Jones, increased
use of Internet allows for increased interaction with
friends and family not only online but also
face-to-face and overtelephone.
As part of their study, Boase, Horrigan, Wellman,
and Rainie (2006) distinguished to types of
connection in social networks: core ties which
include people with whom you have a very close
relationship with and whom you often seek
assistance from when in need and significant ties,
though more than mere acquaintances represent a
somewhat weaker connection.
Lesson 5: Competence and Challenges in
Mediated Communication
1. Competence and Challenges in Mediated
Communication
Mediated Communication: technologies that
connect people who communicate without being
face to face. Nobody would downplay the
challenges of communicating in face-to-face
situations. But communicating via the Internet or
phone has its own set of issues.
Computer-mediated Communication
◇ E-mail
◇ Instant messaging
◇ Social networking websites 4
Phone-based
◇ Cell phone conversations
◇ Text messaging
These are forms of mediated communication which
calls for different skills than those necessary in
face-to-face communication
2. Learner Message
Social scientists use the term richness to describe
the abundance of nonverbal cues that add clarity to
a verbal message.
This being said, face-to-face communication is rich
because it abounds with nonverbal cues that give
communicators cues about the meanings of one
another’s word and offers hints about their feelings.
While most mediated communication is a leaner
channel for conveying messages.
-Face-to-face response contain richer array of
cues: facial expressions, vocal tone, etc.
-Telephone calls containing vocal, but no visual,
falls between face-to-face communication.
-A text message contains only words, thus offer
only what is meant by the words per se.
-Irony and attempts at humor can be easily
misunderstood.
-As receivers, clarify interpretations before
concluding.
-As senders, think about how to send unambiguous
messages so you are not misunderstood.
3. Disinhibition
The tendency to transmit uncensored messages
can be especially great in online communication,
where we don’t see, hear, or sometimes even know
the targets of our remarks.
Two forms of inhibition
Sometimes, online communicators volunteer
personal information that they would prefer to
keep confidential from at least some receivers.
Increased Expressiveness Users are more direct
when using mediated channels than face-to-face
contact.
4. Permanence
The risk of hostile and inappropriate mediated
messages is their permanence. A regrettable text
message, e-mail or web posting can be archived
virtually forever. It can be retrieved and forwarded
in ways that can only be imagined in your worst
dreams.
Social Media Etiquette: What’s Safe To Share On
Social Networks? By Scott Steinberg
Social networks - self-contained online forums
where users can share their lives and careers and
engage in ongoing dialogue with others in the form
of text, photos, videos, comments and other forms
of high-tech communication - have grown by leaps
and bounds over the past decade. Billions of
people worldwide now regularly turn to social
networks to provide friends and strangers alike with
snapshots and updates of their daily life and, in
turn, see what friends, family, and acquaintances
are doing at any given moment. In fact, it’s fair to
say that today we’re juggling two lives: Real and
virtual. But what do basic rules of online etiquette
look like, and which information and viewpoints are
OK to share on these most public of forums? As we
note in the new book Netiquette Essentials: New
Rules for Minding Your Manners in a Digital World,
answers are often hard to come by. Below, you’ll
find essential hints, tips, and guidelines for
maintaining a safe and positive presence on
popular social media sites from Facebook to
Instagram, Snapchat, and beyond.
Maintaining a Positive Online Presence
➢ Sharing extremely-opinionated viewpoints (e.g.
political leanings or thoughts on controversial
topics) can be a lightning rod online. Think twice
before liking supporting status updates or posting
such opinions, which can incite and aggravate
others (and live on in perpetuity). If you feel the
need to express these opinions, consider confining
such communications to exchanges with individual
friends, or specific Facebook or Google+ groups.
Ultimately though, it’s important to remember: If you
don’t have anything nice to say, perhaps it’s best
left unsaid.
➢ Posting embarrassing, revealing or negative
photos of yourself should be avoided at all costs.
Remember: Images you share may be taken at
face value, and/or viewed as representative of your
character - not to mention live on forever on the
Internet. What seems cute in high school or college
may not seem quite so endearing to potential
employers.
➢ Never post photos of others without their
express permission.
➢ Relationship or personal drama is best kept
private. If you cannot resist the urge to share, do so
sparingly - and in the most vague, unspecific terms
possible - for the sake of involved parties, or friends
uninterested or unwilling to participate in the
situation. No communications should be shared
about other individuals and those involved in
real-life situations without their advance permission.
➢ As a rule of thumb, uncomfortable or revealing
personal information, i.e. details of your struggles
with psychological issues or relatives’ fading health,
should be shared sparingly, if at all, and - unless
acquaintances have indicated that they’re
comfortable viewing this content - only with others
you know in real-life. Note that content shared
online may further be available for public viewing,
and inadvertently expose you or your family to
potential risk and/or embarrassment.
➢ Never share intimate personal details including
birthdates, phone numbers, addresses, schools or
hometowns online, to minimize risks of crime,
vandalism or identity theft. Never let others know
when you’ll be away from your home, especially for
any given length of time, e.g. while on vacation.
➢ Avoid posting on social networks unless you
have a tight grasp over your privacy settings, and
are completely comfortable with the group of online
friends that your updates will be shared with.
Tone of Voice and Attitude
➢ Professionalism is imperative - if you wouldn’t
say it in a social or work setting, don’t say it online,
in the most public of forums.
➢ Politeness and respect are vital: Always be
considerate of others, and treat them the way that
you’d wish to be treated.
➢ Avoid bad-mouthing other users as it will
negatively impact your image and casual
bystanders may judge you based on these actions.
➢ Maintain a positive tone and attitude: Negativity,
complaints and condescending messages often
reflect poorly on the poster.
➢ Bragging and self-aggrandizing statements
should be avoided, and making them may cause
you to lose friends and followers.
➢ Since social networks are shared venues
enjoyed in mixed company, always avoid using
vulgar language and making derogatory remarks. “
21
➢ Demanding that others share your status
updates, projects, thoughts or ideas is
inappropriate.
➢ Reserve confidential discussions for private
message threads or, better yet, phone calls, emails
INTIMATEor other venues where interactions aren’t
recorded in perpetuity online.
➢ Be advised that conversational nuances and
subtle shifts in tone or personality may be lost in
translation, and that individual users may interpret
messages differently: Consider how posts will be
read and interpreted before sending.
➢ Poor spelling, punctuation, grammar and choice
of words can reflect equally poorly upon the
individual - proofread all communications before
sending. Shorthand, abbreviations and online slang
should be avoided if possible, and used only in the
most informal of conversations.
Being a Responsible User
➢ Understand that each social network has its own
rules of conduct, social norms and methods of
interaction. Before utilizing one, take a moment to
step back and observe how interactions take place,
so you can discern appropriate rules of posting,
sharing and behavior.
➢ Assume that everything you post online can be
seen by others, as even major social networks
have suffered privacy breaches.
➢ Do not share information that online friends have
shared with you in confidence, i.e. quoting
someone’s private tweet to you.
➢ Log out of all your social networks when finished
using them, and when you are using a computer or
mobile device that isn’t yours.
➢ Realize that everything posted online lives on
the Internet permanently, and may be available for
public viewing. “ 23
➢ Never forget: Despite their seemingly intimacy,
social networks are among the most public of
spaces - it’s important to conduct yourself on them
as you would in any shared setting.
➢ You reserve the exclusive right, and it is wholly
appropriate, to decline friend requests from
strangers.
➢ Privacy and personal comfort are paramount: At
no point should you feel compelled to respond to
messages or queries from people you don’t know.
➢ Before posting on others’ profiles or walls, or
tagging them in your own posts, consider how your
actions and/or statements may be perceived, and if
they may potentially cast friends in a negative light
and/or embarrass them.
➢ Use privacy settings to limit who can view your
posts and shares.
➢ When asking someone you don’t know to be
your friend, send a short message explaining who
you are and why you’re attempting to contact them.
Lesson 6: Choosing the Optimal Communication
Channel
Choosing the Optimal Communication Channel
Choosing the right communication channel to use
should not be trivial manner. Usually, a written
message succeeds when an oral one fails; and the
other way around when written messages fail.
FACE -TO -FACE COMMUNICATION
Here are some forms of face -to -face
communication:
▹ One-to-one meetings (scheduled or spur of the
moment)
▹ Small groups (spontaneous or informal meetings)
▹ Large groups (speakers make presentation to an
audience)
Qualities of Face -to -face Communication
Advantages
Speed- No time lag between the transmission of a
message and its reception . When you need an
answer right away, writing a letter won’t be much
help .
Control- This pertains to the control you and the
speaker have. You might put a lot of effort in writing
a letter and the recipient may just scan it or worse -
not read it atall.
In face -to -face communication you have
command on the listener’s attention . Use of
speaking skills to sustain that attention!
Personal Quality- Personal meetings are
especially important in some cultures, where failure
to visit someone in person is an insult. When
people don’ts how up for meeting (intentionally/
unintentionally suggest to others that they are too
important or too busy or too apathetic to be present
Qualities of Face -to -face Communication
Disadvantages
Difficulty In Arranging
Even when communicators are in the same
building, scheduling a meeting can be difficult.
Expensive and time -consuming.
When people are separated by greater distances, it
may be expensive. Even just going to another
building within the same campus will take almost
half an hour to fulfill.
I prefer face-to-face conversation as opposed to
texting. You need to go out of your way to spend
good time with one another; you need to have a
date night. Whether you have kids or a career or
whatever, for a relationship to thrive, it's about
making time for each other. James Marsden
1. TELECONFERENCING
It allows participants in two or more locations to see
and speak with each other. New “desktop”
conferencing allows workers to use
teleconferencing where they would normally do
business.
This may not replace face -to -face meetings
completely in some situations like brainstorming,
negotiations, and persuasion, but many executives
view teleconferencing as a way to eliminate
unnecessary travel and improve long distance
communication.
2. TELEPHONE AND VOICE MAIL
Drawbacks:
▹ Lacks visual feedback necessary to reveal how
your message is transmitted
▹ Harder to hold the attention of the listener.
▹ Hard to reach people on first try since people are
moving.
Advantages:
▹ Lets you contact someone you cannot reach in
person.
▹ Reach people who are busy.
▹ Audio conferencing allows a group of
geographically separated people to speak via
telephones
It’s smart to ask, “Is this a good time?” before
launching into your conversations.
Voice Mail is a high -tech version of the answering
machine. Sometimes it is hard to use it because the
options can take forever, and “clever” greetings can
be annoying. Yet, it allows you to send message at
any time of the day and you can feel confident that
you’ve sent your message in your own voice.
With voice mail, you can decline an invitation,
express just the right amount of irritation, or offer an
excuse, all without having the other person talk
back.
TIPS
❑ Know the schedule of the person you’re trying to
reach.
❑ Leave the name of the person for whom the
message is directed.
❑ Identify yourself.
❑ Leave you phone number, especially if you want
to be called back quickly.
❑ Organize your message in advance.
❑ Keep the message as short as possible.
❑ Speak slowly and clearly.
WRITTEN COMMUNICATION
Written communication comes in a variety of forms.
Letters, memos, bulletins, and reports are familiar
fixtures in almost everybody’s career.
Qualities of Written Communication
Permanent- Once your words are down on paper,
they are saved for future references, either to your
delight or to your undying embarrassment .
Easier to understand- Readers can study
complex passages as many times as necessary a
luxury that is absent in oral communication.
Can be composed in advance- You can take as
much time as necessary to shape a message just
as you want it, pondering every word if necessary
Less prone to errors- Since this is not happening
in real time, the chances of erroneous events are
lesser than that of oral presentations.
Two Kinds of Written Communication
Facsimile are documents that have been
transmitted electronically over the telephone lines.
The speed of faxes can be similar to oral messages
delivered in person or over the phone.
Electronic Mail (E -mail) Is a communication
channel used to send and respond to one another’s
written messages via computer. It may laso be
used in an office thriugh intranet - an infrastructure
that allows people within an organization to
exchange information in a digital form.
▹ Emails, like letters, makes it easier to
comprehend lengthy, detailed messages.
▹ It also provides astonishing degree of access to
people who might not be reached.
▹ It is also different from other written
communication because it is informal, and almost
spontaneous nature.
▹ E -mail as “conveyor belt for ideas” for its ease of
use.
E -mails Do’s and Don’ts
Don’t use email:
For off -the -record correspondence- “Delete”
may only mean that a message disappears from
your screen, and not from the server’s archives.
For personal messages, at least not at work.-
A misaddressed message can lead to
embarrassment and humiliation . In addition, a user
may send your private thoughts to others without
your permision .
To be critical, sarcastic, or humorous if there is
any chance your tone will be misunderstood.
When you’re angry or in a hurry. Most emails
cannot be retrieved once sent. Do not send words
that you may regret later,
To avoid personal discussions that would be
better handled face -to -face or in a cellphone call.
To pass along information you are not sure is
accurate.
Do use email:
To be part of networks that will give you
important information. To share useful
information to others as well as seek information
from them.
To shrink hierarchy and expedite team projects.
Email can help you reach important people and
save time otherwise spent in meetings.
To solicit or send information to a large number
of people quickly and easily.
To create professional image.
Use correct spelling and grammar. Messages can
be informal but they should never contain
inaccuracies.
Email Etiquette
❖ Always include a concise, informative heading in
the subject field.
❖ Don’t ramble in business-related emails. Keep
your messages clear and brief as possible.
❖ Use separate messages when you need to
communicate about more than one issue.
❖ Only send copies of your messages to people
who are likely to care about it.
What is the best channel to use?
Oral communication is best for messages that
require a personal dimension, while written
communication (with the exception of email) works
best when you want to create a relatively formal
tone.
Lesson 7: Multimodal Advocacy
What is an advocacy?
It is a strategic series of actions designed to
influence those who hold governmental, political,
economic, or private power to implement public
policies and practices that benefit those with less
political power.
What is an advocacy campaign?
It is long term set of activities that includes
research, planning, and acting, monitoring, and
evaluating advocacy efforts.
Usually, these campaigns are delivered through
television, print, and radio. Contemporary
technology has enabled advocates to use digital
media such as Internet, mobile devices, and social
media.
Before you start your advocacy work, it is vital that
you inquire what the real issues or problems are
and that you explore the reasons why these issues
or problems exist at the deeper social level, not just
in your organization or community you belong.
Jumpstarting Your Advocacy
Developing your message
Your advocacy message is what you choose to say
about your issue, its solution and who you are. To
develop this, you should:
✘ Know your audience
✘ Know your political environment or moments
✘ Keep your message simple but brief
✘ Use real life stories and quotes
✘ Use precise, powerful language and active verbs
✘ Use clear facts and numbers creatively
✘ Adapt the message to the medium you’re going
to use
✘ Allow your audience to reach their own
conclusions
✘ Encourage audiences to take action
✘ Present a possible solution
Delivering Your Message
Theaters and Songs
These are useful as the combination of
entertainment, real life dramas, and thought
provoking information and interaction engages
people in a way that no other media can.
Pamphlets, comic books, photos
These are cheap, and will likely attract an
audience, depending on literacy levels. Challenge:
make the content and design educate and
entertain.

Message delivery involves careful attention to how

the information will be transmitted and to whom or
what the message will convey. Choices about
delivery differ depending on the audiences and the
community. Choose the method that will surely
reach the target audience, be it electronic or
printed.

Choosing the right medium

Your choice of a medium to deliver message

depends on who you are speaking to, what you
want to say, your purpose, and your ability to work
with that medium. Mass media can be a tool and
target of your advocacy. It its powerful to inform and
build support around your issue due to its ability to
reach many people.

Your message must be “newsworthy” for it to

be noticed.
Making your advocacy newsworthy depends on how you
package your message, who delivers it, and whether you
can persuade media that it is newsworthy. You may use
traditional or digital media provided that you have the
resoruces to do so in pursuing your advocacy.

Press Release
This aims to attract journalists to cover an
upcoming event or one that has just occurred.

Radio and Television Programs

Radios can be used to generate citizen dialogue
and debate. TV ads can be a platform for your
advocacy as it enables extended reach as long as
audiences have TV sets.