Republic of the Philippines

Department of Education
Region V
Division of Sorsogon
SAN FRANCISCO NATIONAL HIGH SCHOOL
San Francisco BUlan, Sorsogon

LESSON 1

Introduction to
Media and Information Literacy
(Part 1)

Prepared by:
LEA G. NOVELA
RATIONALE
This module has been designed aiming to provide Grade 11 students to come after with the lessons
in Media and Information Literacy (MIL) as part of Alternative Learning Modalities in accordance to the
Department of Education’s mandate to provide continued education to Filipino students amidst pandemic.

LEARNING CONTENT
Introduction to Media and Information Literacy (MIL) (PART 1)

LEARNING COMPETENCY
Describes how communication is influenced by media and information
MIL11/12IMIL-IIIa-1

LEARNING OBJECTIVE
At the end of this module, the learners are expected to:
1. Define the key concept about communication;
2. Identify the important elements of communication.

Direction: As part of your initial activity, try to assess your prior

knowledge and identify the letter of the correct answer.

1. Type of communication that uses spoken words.

a. Oral Communication c. Non-verbal Communication
b. Written Communication d. Formal Communication

2. It pertains to any information that is passed on through communication.

a. Receiver c. Message
b. Media d. Source

3. It refers to tools used by the source to disseminate information to the receivers.

a. Information c. Literacy
b. Technology d. Media

4. Broadly defined as data, knowledge, or instructions through signals or symbols.

a. Communication c. Information
b. Media d. Technology

5. It refers to the listener, reader, and viewer of the message.

a. Receiver c. Message
b. Media d. Source
Communication is said to be dynamic by nature. It can be simple as having a face-to-face conversation
between two people or, or it can become complex like communicating to a large group of the audience
using various media.

In this case, a communicator must have a full understanding of the important role of each element in the
communication process to achieve effectiveness in disseminating information. And to be precise, the
development of information and the selection of medium are the two basic consideration of a
communicator in achieving effective communication.

Thus in this lesson, the discourse on communication process and its elements will provide learners full
understanding of the significant role of media and information in effective communication.

In the communication process, participating individuals can be both sources of information and receiver of
information.

Information can be broadly defined as data, knowledge, or instructions through signals or symbols.

As a source, participants are considered producers of information. The source should consider these two
key components in effective communication.

1. Development of information
2. Selection of medium or media to be used in disseminating information

Media are tools used by the source to disseminate information to the receivers. It can be broadcast media
such as television and radio, print media such as newspapers and magazines, new media or Internet, and
non-traditional media like film, literature, and outdoor media.

In the development of information, the source must know how to generate information and package it with
utmost accuracy and clarity for the ease of the receivers’ comprehension.

The source should also think of the type of medium that will be used in disseminating information. Most of
the source selects medium or media in conformity with the characteristics of the information users or
receivers. Characteristics pertain to the media habit, lifestyles and preferences of the receivers.

The Concepts and Nature of Communication

According to Cambridge Academic Content dictionary, Communication is the process by which messages or
information is sent from one place to another or the message itself. It can also be the exchange of
information and the expression of feeling that can result in understanding.

Communication transfers information through a medium or media. The intended audience will receive this
information and process it and eventually turns it into knowledge that is useful to build and develop people
and communities.

The Types of Communication

A. According to channels used:

1. Verbal Communication
Verbal communication refers to the form of communication in which message is transmitted verbally;
communication is done by word of mouth and a piece of writing.

Verbal Communication can be subdivided into two, oral communication and written communication.

1.1 Oral Communication

In oral communication, Spoken words are used. It includes face-to-face conversations, speech,
telephonic conversation, video, radio, television, voice-over the Internet.
1.2 Written Communication
In written communication, written signs or symbols are used to communicate. A written message
may be printed or written.

2. Non-verbal Communication
Non-verbal communication is the sending or receiving of wordless messages. We can say that
communication other than oral and written, such as gesture, body language, posture, the tone of
voice or facial expressions, is called non-verbal communication.

B. Types of Communication Based on Purpose and Style

1. Formal Communication
Formal communication mostly takes place in professional settings. This is the type of
communication practiced in corporate meetings, conferences, academic seminars, political
sessions, and juridical proceedings. Its primary purpose is information dissemination to
concerning parties that are involved in certain types of official businesses.

2. Informal Communication
Informal communication is the most commonly used form of communication. It takes place in
our daily interaction with one another. It happens in ordinary settings between friends, family,
classmates, and practically anyone who wishes to speak with another. Simply put informal
communication is casual talk.

The Communication Process

Communication process though complex can be simplified through communication models. The idea of
communication as information processing was firmly established by Claude Shannon, a Bell telephone
company research scientist who developed a mathematical theory of signal transmission.

Information
Source Transmitter Receiver Destination

Signal Received
Signal
Message Message

Noise
Source
Figure 1.1 Shannon & Weaver, The Mathematical Theory of Communication, Urbana II,
University of Illinois Press, 1949, p. 98
In Shannon’s model, the information source typically refers to a person, who then sends a message with the
use of a transmitter. This transmitter could be any instrument today, from phones to computers and other
devices. The signals that are sent and received can vary depending on the method of communication. The
box at the bottom called NOISE refers to any signals that may interfere with the message being carried. This
again would depend on the method of communication. In this model, the receiver is equipment at the end
of the line that delivers the message to its destination, or the person intended to receive the message.

This is considered as the simplest model explaining the communication process. Due to its straightforward
nature, this has been adapted into most communication subjects. It also set the foundation for further
development by experts.

The Source or sender is the origin of the message.

Message pertains to any information that is passed on through communication.

Channel refers to the medium and how the information flows from the sender to the receiver.

Receiver refers to the listener of the message.

Wilbur Schramm adapted Osgood’s theory to develop a circular communication model. In this model, both
the sender and receiver take turns in becoming the encoder and decoder.

Figure 1.2 Schramm, The process and Effects of Mass Communication, Urbana II,
University of Illinois Press, 1954
The Role of Media and Information in Effective Communication

Most households have televisions, cars have radios, many take their morning coffee with a newspaper,
everybody has a smartphone, and computers are everywhere. Indeed, the media has become a constant in
the lives of everyone. It is not surprising that because of this, media and information plays a vital role in
effective communication.

 It makes the world a smaller place

Today, at any given point in time, a person can be connected to anyone else in the world.
Communication between two parties from opposite sides of the world is now possible.

 It makes communication convenient

Gone are the years where people send telegrams and snail mails to one another. Now two people
communicate with another without the long wait for replies or the worry that their messages won’t
be received in a timely manner. With the existence of email and various messaging sites and apps,
communication has become faster and easier.

 It shapes public opinion

In his book Setting the Agenda, Maxwell McCombs explained that mass media shapes public
opinion. Owing the wide reach, not to mention the perceived credibility of the media, they can
sway the opinion of their audience according to the message they convey.

The Media and Information Producers and Users

Various headhunter websites describe Media Producers as someone who oversees projects (e.g. films, TV
shows) from conception to completion and may also be involved in the marketing and distribution process.

Media users refer to the audience or consumers of media. They are the receivers of information
disseminated by media producers. The producer and user can alternatively act as both in the process of
communication.

The Media Habits, Lifestyles, and Preferences

Users consume media according to their habits, lifestyles, and preferences. These three determine the
types and forms of media that an individual is likely to patronize. Individual’s choice of media platform, use
of platform, and frequency of usage determine his or her media persona.

A person’s normal use of media pertains to media habits. For instance, most people regularly grab and read
newspapers every morning to get the latest information on the happenings in the country.

Media lifestyle, on the other hand, refers to a person’s use of media based on his or her lifestyle. This
includes the styles, interests, and attitudes of individuals.

The media preference of an individual may be affected by the accessibility, availability, affordability and
convenience of the media platform.
 Direction: Identify what is being described in the following
sentences and write your answer on a separate sheet of paper.

1. It refers to tools used by the source to disseminate information to the receivers.

2. It pertains to a person’s use of media based on his or her lifestyle.
3. It refers to the listener, reader, and viewer of the message.
4. It refers to a person’s choice of media platform.
5. Type of communication that uses spoken words.
6. A form of communication in which message is transmitted verbally; word of mouth and a piece of
writing do communication.
7. Broadly defined as data, knowledge, or instructions through signals or symbols.
8. This is the type of communication practiced in corporate meetings, conferences, academic
seminars, political sessions, and juridical proceedings.
9. It pertains to any information that is passed on through communication.
10. It pertains to a person’s normal use of media.
Enumeration: Write the correct answer.
1-2. Key components in effective communication
3-4. Two forms of verbal communication
5-6. Two types of communication based on purpose and style
7-8. Two types of communication according to channels used
9-10. Role of media and information in effective communication

Key to Correction

Identification:
1. Media
2. Media lifestyle
3. Receiver
4. Media Preference
5. Oral Communication
6. Verbal Communication
7. Information
8. Formal Communication
9. Message
10. Media habit
Enumeration
1. Development of information
2. Selection of medium or media to be used in disseminating information
3. Oral Communication
4. Written Communication
5. Formal Communication
6. Informal Communication
7. Verbal Communication
8. Non-verbal Communication
9. It makes the world a smaller place
10. It makes communication convenient/It shapes public opinion
References: Gonzales, Edward D. (2016). Media and Information Literacy, Manila, Philippines: JFS
Publishing Services.