Navigating

Media and the

Internet
in the Digital
Age.
 What is communication? Communication is a process of sharing ideas and opinions
about issues, people, events, and places between or among persons through various
channels with the intent to gain common understanding. Communication is an interactive
process that allows sharing of meanings about texts, images, and people’s actions and
behavior. The process is coursed through verbal and verbal means of relaying information or
through the use of media such as print, broadcast, electronic, or new media. To differentiate,
the term communication refers to the technical means of communication or the channels
through which messages are conveyed. Mobile phones and computers are part of the
communications. However, the process involving people using these technologies is called
communication. It is in this context that the term communications also include the media,
the channels through which we communicate.
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 The media can be classified into
traditional media and new media.
Traditional media include the mass
media such as newspaper, radio, and
television while New media include
computers, mobile phones, and other
digital gadgets. With the convergence
of media that refers to the coming
together of traditional and new media,
media has become more sophisticated
and complex but more facilitative and

Media
efficient. Students can now read their
lessons using electronic books or they
can listen to the radio through the
internet via live streaming.
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 On the other hand, information
refers, to the message conveyed by the
sender to its recipient through various
channels. Information is not always
textual in form. As a message, it may also
be in video, sound, image, graphics,
animation, and other nonverbal forms.
When we combine all these in one
platform like the computer an internet,
this is called multimedia. When we use
different media such as print booklet and
video or audio recordings in one setting,
this is known as multi-media, which refers
to multiple forms of media.

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 Likewise, information sources include the library,
museum, and archives because one can get information,
documents, and artifacts, among others, from these places.
The librarian is also considered an information scientist who
is capable of navigating online databases and similar
technologies and avenues to access vital information. Thus,
it is not enough to gain media literacy, but also an
understanding of the use and production of information
resources. Some libraries, museums, and archives have also
been reconfigured to suit the needs of twenty first-century
learners and students. Media and information resources are
important basis for making decisions, planning activities,
and information and communication technology are broadly
categorized as communication media. NAME OR LOGO 5
 The Process of Communication
Communication may seem so simple because it is
something that we do every day. We Communicate
with our parents, siblings, teachers, classmates, and
friends regularly. This is sometimes why
communication is taken for granted. But
communication, when mishandled, may lead to
personal problems such as anxieties, disappointments,
or arguments. It is therefore important to understand
the elements and process of communication.
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There are at least five elements and process of communication.
• The interactors (the sender and the recipient of the message)
• The message or information
• The medium
• The feedback or reaction, and
• The communication environment
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 Message
Communication

It is the Environment
information or Medium
the verbal and Feedback
Interactors It is the
nonverbal or Reaction
message It is the context in
The interactors channel
are both
being It is the which the
conveyed to through
senders and
another response to communica
recipients of the
person or a
which the a message tion takes
message, which
may include a group of message is or place.
person-to- people. coursed. behavior.
person or a
person-to-group
level
communication

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 Communication requires that interactors
understand the meanings of their messages coursed
through medium to create some feedback or reaction
between or among themselves in a given context. For
example, the process may involve a father and his
daughter (interactors) talking over the phone (medium)
about the television program (message) that the
daughter is watching. The daughter dislikes (feedback or
reaction) the violence shown on the program that she
asks her father what she can do as a member of the
audience. The Father tells his daughter that she can write
to the program producer to tone down the violence or
she can easily switch television channels and refrain from
watching the program (feedback or reaction). The
daughter realizes that she has the power as a member of
the audience and can always take action on media issues
especially when done more responsibly and ethically, and
with the support of her parent (communication
environment). The interactors must understand the
factors in the environment that would facilitate or impede
understanding of the messages being conveyed and
received. They need to analyze and evaluate media
messages for informed decision-making before taking
necessary action. NAME OR LOGO 10
 In the Philippines, communication media
performs three major functions: (1) to inform, (2) to
entertain, and (3) to educate. Filipinos rely on mass
media and the Internet to gain information about the
country, the government, its programs and policies,
pertinent laws, people, events, places, the weather, and
sports, among others. Such information helps bind
society. On the other hand, people depend on the media
for entertainment.
For example, we watch our favorite drama

The Role of
programs and situational comedies (sitcoms) on the
television and the internet. We listen to our favorite
music on the radio and through podcasts, MP3
players, as well as the internet. The young
generation also plays video games using tablets and Today’s Media
and Information
laptop computers. They also use different media for
education such as educational shows on television
and radio, lecture videos using the internet, and
podcasts among other. Indeed, these media and the
information they transmit have made our lives
meaningful, exciting, and interesting.
in Society
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 In the political sphere, the media disseminate information to make people
aware about governments, wars, political conflicts, elections, and other
developments in the country and abroad. These pieces of information may create
public opinion, which Filipinos discuss in social media or other forums. Through
advertising, the media and the Internet play economic role in so far as they promote
consumerism or entice buyers to purchase products and/or avail themselves of
services that meet their needs and desires. Some advertisements also encourage
people to deposit money in banks and invest in properties, insurance, and other
businesses. When people bank and invest, then it is good for the economy. On the
other hand, media and the Internet also contribute to the country’s sociocultural
development. Television shows, movies, videos, and some Facebook and Instagram
posts promote popular culture through customs, norms, beliefs, values, superstitions,
technologies, fashions, songs, dances, food, and lingo, among others, that are seen
in various media. Some people tend to emulate how personalities dress up, speak,
and behave in public, especially if they look up to them. Some generally imitate some
personalities to gain social approval or achieve some sense of belongingness. Thus,
media and the Internet also set the trends and fads, shape attitudes, model behavior,
and influence worldviews.
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 In a democratic society,
communication media are
expected to serve as a platform
for people to express their
opinions, issues, concerns, and
seek redress for their grievances.
They should be a channel for
intercultural dialogue and
understanding. When there are
free flow of information, people
will be able to participate in
democratic processes and engage
in socio-civic activities. NAME OR LOGO 13