12

Media and Information Literacy

Quarter 1 – Module 1
Introduction to Media and and
Information Literacy
Media and Information Literacy - Senior High School
Alternative Delivery Mode
Quarter 1 - Module 1: Introduction to Media and Information Literacy
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any work of
the Government of the Philippines. However, prior approval of the government agency or office
wherein the work is created shall be necessary for exploitation of such work for profit. Such
agency or office may, among other things, impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from their
respective copyright owners. The publisher and authors do not represent nor claim ownership
over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writers: Kayle Michelle M. Combis
Editors: Name
Reviewers: Name
Illustrator: Name
Layout Artist: Name
Management Team: Name of Regional Director
Name of CLMD Chief
Name of Regional EPS In Charge of LRMS
Name of Regional ADM Coordinator
Name of CID Chief
Name of Division EPS In Charge of LRMS
Name of Division ADM Coordinator

Printed in the Philippines by ________________________

Department of Education – Region I

Office Address: ____________________________________________

____________________________________________
Telefax: ____________________________________________
E-mail Address: ____________________________________________
 Senior High School

Media and Information

Literacy
Quarter 1 – Module 1:

Introduction to Media and

Information Literacy
Introductory Message
For the facilitator:

Welcome to the Media and Information Literacy Alternative Delivery Mode (ADM)
Module on Introduction to Media and Information Literacy!

This module was collaboratively designed, developed and reviewed by educators both
from public and private institutions to assist you, the teacher or facilitator in helping
the learners meet the standards set by the K to 12 Curriculum while overcoming
their personal, social, and economic constraints in schooling.

This learning resource hopes to engage the learners into guided and independent
learning activities at their own pace and time. Furthermore, this also aims to help
learners acquire the needed 21st century skills while taking into consideration their
needs and circumstances.

In addition to the material in the main text, you will also see this box in the body of
the module:

Notes to the Teacher

This contains helpful tips or strategies that
will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to manage
their own learning. Furthermore, you are expected to encourage and assist the
learners as they do the tasks included in the module.

2
For the learner:

Welcome to the Media and Information Literacy Alternative Delivery Mode (ADM)
Module on Introduction to Media and Information Literacy!

The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action, and purpose. Through our hands we may learn, create, and
accomplish. Hence, the hand in this learning resource signifies that you as a learner
is capable and empowered to successfully achieve the relevant competencies and
skills at your own pace and time. Your academic success lies in your own hands!

This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to
process the contents of the learning resource while being an active learner.

This module has the following parts and corresponding icons:

What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in the
module.

What I Know This part includes an activity that aims to

check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.

What’s In This is a brief drill or review to help you link

the current lesson with the previous one.

What’s New In this portion, the new lesson will be

introduced to you in various ways such as a
story, a song, a poem, a problem opener, an
activity or a situation.

What is It This section provides a brief discussion of the

lesson. This aims to help you discover and
understand new concepts and skills.

What’s More This comprises activities for independent

practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.

What I Have Learned This includes questions or blank

sentence/paragraph to be filled in to process
what you learned from the lesson.

What I Can Do This section provides an activity which will

help you transfer your new knowledge or skill
into real life situations or concerns.

3
 Assessment This is a task which aims to evaluate your
level of mastery in achieving the learning
competency.

Additional Activities In this portion, another activity will be given

to you to enrich your knowledge or skill of the
lesson learned. This also tends retention of
learned concepts.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

References This is a list of all sources used in developing

this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of the
module. Use a separate sheet of paper in answering the exercises.
2. Don’t forget to answer What I Know before moving on to the other activities
included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.
If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are
not alone.

We hope that through this material, you will experience meaningful learning and
gain deep understanding of the relevant competencies. You can do it!

4
 What I Need to Know

This module was designed and written with you in mind. It is here to help you The
role of media and information in effective communication . The scope of this module
permits it to be used in many different learning situations. The language used
recognizes the diverse vocabulary level of students. The lessons are arranged to follow
the standard sequence of the course. But the order in which you read them can be
changed to correspond with the textbook you are now using.

The module is presented in the following lesson, namely:

The Concept and Nature of Communication
• Types of Communication
• The Communication Process and its Elements
The role of Media and Information in Effective Communication

After going through this module, you are expected to:

1. Define comuincation;
2. Identify the different types of communication;
3. Discuss the element of communication and communication models and
4. Describe how communication is influenced by media and information.
(MIL11/12IMIL-IIIa-1).

5
 What I Know

Choose the letter of the best answer. Write the chosen letter on a separate sheet of
paper.

_____1. What type of communication practiced in corporate meetings, conferences,

academic seminars, political sessions, and juridical proceedings?

A. Formal Communication C. Informal Communication

B. Verbal Communication D. Non-verbal Communication

_____2. Who developed the mathematical theory of communication?

A. David Berlo C. Claude Shannon

B. Wilbur Schramm D. Merriam Webster

_____3. What type of communication uses spoken word?

A. Formal Communication C. Non-verbal Communication

B. Oral Communication D. Written Communication

_____4. A message is transmitted verbally; word of mouth and a piece of writing do

communication. What form of communication is being describe?

A. Formal Communication C. Verbal Communication

B. Informal Communication D. Non-Verbal Communication

_____5. Which is refers to tools used by the source to disseminate information to the
receivers?

A. Information C. Literacy
B. Media D. Technology

_____6. It is the process of sharing messages between human beings.

A. Communication C. Information
B. Literacy D. Media

_____7. Most people regularly grab and read newspaper every morning to get the
latest information on the happenings in the country. The given is an example
of a ______________________?

A. Media Habit C. Media Lifestyle

B. Media Preference D. All of the given choice

6
_____8. What communication model let the sender and the receiver take turns in
becoming the encoder and decoder.

A. Lasswell's Communication Model

B. Schramm Communication Model
C. Berlo’s SMCR Communication Model
D. Shannon–Weaver Communication Model

_____9. Which of the following is a role of Media and Information in effective

communication?

A. It shapes public opinion

B. It makes communication convenient
C. It makes the world a smaller place
D. All of the above

_____10. Which is the person for whom the message is intended or targeted?

A. Channel C. Receiver
B. Encoder D. Sender

7
 Lesson
The Concept and Nature of
1 Communication

Communication is essential skills that a man should enrich. Through

communication people can express their thought, positions, and feelings; individual
can share and exchange their ideas and views. 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 expression of feeling that can be result in understanding. As
defined in Merriam webster dictionary, Communication is the act or process of using
words, sounds, signs, or behaviors to express or exchange information or to express
your ideas, thoughts, feelings, etc., to someone else.

In a simple word, communication is the process of sharing messages between

human beings.

What’s In

Different platform is used everywhere, it is already part of our daily life. Some
platform is used to communicate and other are to search information. Can you tell
me what do the following icon represent?

Activity 1: The Icons!

Direction: Identify each picture below on what icon do they represent.

1._________ 2. _________ 3. _________ 4. _________ 5. _________

6. _________ 7. __________ 8. __________ 9. _________ 10. ________

8
 Notes to the Teacher
This learning module contains helpful tips and strategies that will
help you in guiding the learners.

9
 What’s New

The Types of Communication

There are two types of Communication according to channel used it is the

Verbal Communication and the Non-Verbal Communication, and two types of
communication based on purpose and style the Formal Communication and
Nonformal Communication.

A. According to channel used:

1. Verbal Communication

It refers to the form of communication in which message is transmitted

verbally. It is done by word of mouth and a piece of writing. It is important for the
sender of the information to put him or herself into the shoes of receiver because
when we talk to others not everyone will understand what we are saying. Usually,
people bring their own attitude, perception, emotions and thought about the topic
and hence create a barrier in delivering the right meaning. This is further explained
by Herbert Blumer’s third premise of symbolic Interactionism. According to him, an
individual’s interpretation of symbols is modified by his or her own though processes.

Types of Verbal Communication

1.1Oral Communication

 Spoken word are use

 It includes face to face conversation, speech, telephonic conversation, video,
radio, television, and voice over the internet.
 It is influence by pitch, volume, speed, and clarity of speaking.
1.2 Written Communication

 Written signs or symbol are used

 It can be printed or handwritten (email, letter, report memo, etc.)
 Influenced by the vocabulary and grammar used, writing style, precision and
clarity of the language used.
 It is the most common form of communication being used in business. So, it
is considered core among business skills.

2. Non-verbal Communication

It 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 the voice and facial expression, are called nonverbal communication. Non-
verbal communication is all about the body language of the speaker.

Non-verbal communication helps receiver in interpreting the message

received. Often, nonverbal signal reflects the situation more accurately than verbal
messages. Sometime nonverbal contradicts verbal communication and hence affect
the effectiveness of communication.

10
Elements of Nonverbal Communication

1. Appearance
One’s appearance in nonverbal communication plays a significant role in
conveying the message. When someone speaks, the way he or she looks can
determine how message will be received. For example, job interviews require
interviewees to wear corporate clothes. Even though your appearance may not be
necessary to determine whether or not you are fit for a post, the interviewer can
perceive the way you look as a sign of professionalism or lack thereof.

Even the surroundings where communication takes place can affect the
process. It can set the tone and mood in conversations. This is why films spend a
considerable amount of time, effort and money in locations and settings. By
manipulating the area where a scene will happen, they can affect the emotions of the
viewers as they watch. Take dates in romantic comedies for example. Usually, when
the guy takes the girl out to dinner, it will happen in a rustic restaurant, adorned in
French décor, with a flattering low lighting. After all, this is much more romantic to
many than a date in a fast food chain.

2. Body Language
Words are primarily the means we use in communication. By using a common
language between two conversing parties, a message can easily be sent and received.
However, in face-to-face conversations, words are hardly the only thing that receiver
process. They also take our body language into account. The way one acts as he or
she speaks, whether he’s fidgeting or standing stolidly, the receiver adds in that in
the block of information to process. Fidgeting may be taken as sign of nervousness
or anxiety and affect the meaning of the words that are verbally expressed.

3. Sounds
In communication, it is often the way words are said, not the actual words
themselves that can determine the success of conversation. Tone, pace, and volume
are considered in understanding the true meaning of what someone is saying. For
instance, a raised voice can be taken as a sign of anger, a hurried pace can mean
annoyance, and a condescending tone is often understood as sarcasm.

B. Types of Communication based on Purposed and Style

Communication is used for many things. It is means to express, inform,

entertain, and interact. The communication is done can vary depending on the
message to be delivered, the audience that will be delivered to, and purpose why it
being delivered. There are two types of communication depending on style and
purpose, formal and non-formal.

1. Formal Communication
Formal communication mostly takes place professional settings. This type of
communication practiced in corporate meetings, conferences, academic seminars,
political sessions, and juridical proceedings. Its primary purpose is information

11
dissemination to concerning parties that are involved in certain types pf official
business.
This type of communication abides by a set of pre-determined guidelines in
delivering a message. Due to its nature, there is a great emphasis on observing proper
grammar and correct pronunciation. Accuracy and strict obedience to traditional
rules are encourage. Slang and foul languages are strongly discouraged. Remember
that roughness does not earn you points in formal communication.

2. Informal Communication
It is commonly used form of communication. It takes place in our daily
interaction with one another. It happens in ordinary settings between friends, family,
classmate and practically anyone who wishes to speak with another. In simple word,
informal communication is a casual talk.
It can be used for all purposes. It does not require anyone to be accurate in
form, structure, and even content. Colloquial speech and offensive language are
acceptable. As long as you get you get your message across, informal communication
does not place great emphasis in the way it is delivered.

Communication Process

The term communication process refers to the exchange of information (a

message) between two or more people. For communication to succeed, both parties
must be able to exchange information and understand each other. If the flow of
information is blocked for some reason or the parties cannot make themselves
understood, then communication fails. It involves three elements viz. sender,
message, and receiver.

The elements involved in the communication process are explained below in

detail:

Sender: The sender or the communicator / source is the person who initiates the
conversation and has conceptualized the idea that he intends to convey it to others.

Encoding: The sender begins with the encoding process wherein he uses certain
words or non-verbal methods such as symbols, signs, body gestures, etc. to translate
the information into a message. The sender’s knowledge, skills, perception,
background, competencies, etc. has a great impact on the success of the message.

Message: Once the encoding is finished, the sender gets the message that he intends
to convey. The message can be written, oral, symbolic, or non-verbal such as body
gestures, silence, sights, sounds, etc. or any other signal that triggers the response
of a receiver.

Communication Channel: The Sender chooses the medium through which he wants
to convey his message to the recipient. It must be selected carefully to make the
message effective and correctly interpreted by the recipient. The choice of medium
depends on the interpersonal relationships between the sender and the receiver and

12
on the urgency of the message being sent. Oral, virtual, written, sound, gesture, etc.
are some of the commonly used communication mediums.

Receiver: The receiver is the person for whom the message is intended or targeted.
He tries to comprehend it in the best possible manner such that the communication
objective is attained. The degree to which the receiver decodes the message depends
on his knowledge of the subject matter, experience, trust, and relationship with the
sender.

Decoding: Here, the receiver interprets the sender’s message and tries to understand
it in the best possible manner. An effective communication occurs only if the receiver
understands the message in the same way as it was intended by the sender.

Feedback: The Feedback is the final step of the process that ensures the receiver
has received the message and interpreted it correctly as it was intended by the
sender. It increases the effectiveness of the communication as it permits the sender
to know the efficacy of his message. The response of the receiver can be verbal or
non-verbal.

Other Factors

The communication process isn't always so simple or smooth, of course. These

elements can affect how information is transmitted, received, and interpreted:

Noise: This can be any sort of interference that affects the message being sent,
received, or understood. It can be as literal as static over a phone line or radio or as
esoteric as misinterpreting a local custom.

Context: This is the setting and situation in which communication takes place. Like
noise, context can have an impact on the successful exchange of information. It may
have a physical, social, or cultural aspect to it. In a private conversation with a
trusted friend, you would share more personal information or details about your
weekend or vacation, for example, than in a conversation with a work colleague or in
a meeting.

Communication Models

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. His theory focused on solving technical
problems with sound transfer instead of the meaning of a message or its effect on
the listener.

13
 In Shannon’s model, the information source typically refers to a person, who
then send 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 be depending on the method of communication. The box at the
bottom are called NOISE refers to any signal 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.

Berlo’s SMRC Model of communication was developed by David Berlo he

expanded the Shannon’s Model. This model focus on the relationship between the
person sending the message and the receiver. According to this model, for the
message to be properly encoded and decoded, the communication skills of both the
source and the receiver should be at best. The communication will be at its best only
if the two points are skilled.

S – Source

The source or sender is the origin of the message. According to Berlo, the
following are factors affecting the source.

Communication Skills

The ability to communicate effectively is a skill worth honing. In

communication, the way words are said is critical in delivering the right message and
ensuring that it is received well. The source should be eloquent in speech. Correct
pronunciation, proper use of pauses, and neutral or understandable accent are just
some of the variables affecting our communication skills. If one could utilize all these
in conversation, then the process of communication can be a complete success.

Attitude

Attitude is to make or break a person. Talent can only get you far enough, but
without the right attitude, you can never get to your destination. The same is true in

14
communication. No matter how well composed your message is, without appropriate
attitude, you will never get your information across. For instance, if you intend to
persuade people towards a certain cause, your audience must hear that your heart
is in the same cause, or else you won’t get your desired effect.

Knowledge

In communication, the source must be able to display his or her knowledge of

the topic of conversation. This does not necessarily mean throwing a lot of
information or using highfaluting words. This simply means delivering the message
clearly. Speaking straight to the point, without comprising thoroughness is
important to make your audience truly understand your message. Conveying the
message with enough information is source’s test of knowledge.

Social System

Merriam-Webster’s dictionary defines the social system as patterned series of

interrelationships existing between individuals, groups, and institutions forming a
coherent whole. It is the same set of beliefs religious group share, the social norms
accepted in communities, the house rules of a family. Social systems are the world
where people having something in common live in.

As a source, it is important to consider the social system of your audience in

starting the communication process. This is because people belonging to different
social systems receive and process information differently. Even if a source delivers
the same message to two people that do not share the social system, it can have two
differing interpretations. Consider a source sharing a list of restaurants that serve
the best steaks in the country. If he delivers that to a group of meat lovers, he will
definitely have their attention and maybe even receive positive feedback. However, a
group of vegans might be uninterested or even take offense in the same message.

Culture

Sources must consider the culture of their audience in communication. In

doing so, a source can show respect towards his or her listener’s cultural
background.

M-Message

Message pertains to any information that is passed through communication.

Based on Berlo’s model, any message is comprised of the following:

Content

In communication, the sender of the message must translate his or her

thoughts into understandable words or illustrations. This translated information is
also known as the content. Since the content of the messages is what a receiver
primarily processes in communication, it is considered as the most important
ingredient of the message. According to Berlo, content has to be sensible, accurate,
crisp, and related to the thought. By ensuring that content meets these guidelines,
misunderstanding can be avoided.

15
Element
Imagine taking a history class from a professor who is glued to his chair.
Now picture him looking down on his notes all the time as he monotonously
rambles on and on about dates, revolutions, and heroes. Sound like a snooze fest
right? This is because words alone do not make up a good message. A message
should be delivered with postures, gestures, movement, and facial expressions.
These elements make sure that a message will have an impact on the receiver.

Treatment
Berlo states that treatment is the way one treats his message and how he
conveys it to the listeners. It is important to know the message to determine the
right way to deliver it. For example, if you are trying to reprimand naughty
children, you will not do so by sweet talking to them into obedience, you will do so
firmly.

Structure

Whenever you tell a story, you will always start at the beginning. When you
give instructions on fixing a phone, you go through it from the first step down to the
last. When you read a novel, you begin with the prolog and end with the epilog. Much
like these examples, a message must be delivered with a certain structure. This
ensures that the message is received according to the thoughts of the sender.

Code

The code is the use of all the components in the message. One must be able
to use the right content, element, treatment, and structure, according to the thought
of the sender. Through using accurate code, distortion of the message can be avoided.
For example, if you say “I’m pleased to meet you”with a blank expression, and
monotonous tone, your listener might think that you are not truly pleased to meet
him. The right code ensures that the receiver has the right message to encode.

C-Channel

Channel refers to the medium and how the information flows from the sender
to the receiver. (Berlo, 1960) According to him, sight, smell, taste, touch, and hearing
are the primary channels human beings used in communication

Medium pertains to the tools used in communication. We use different

medium of communication to carry out the message we want to convey. Few of the
examples are listed below.

16
Examples of Communication Medium

Figure: 13
Source: Media and Information Literacy Quarter 1 - Module 1: Introduction to Media and Information Literacy

R-Receiver

Receiver refers to the listener of the message. While the source is in charge with the
encoding process of communication, the receiver does the decoding. Decoding is the
process where the listener or the receiver processes the message of the message of
the source and then responds accordingly.

Berlo further explained that in order to have a smooth conversation between the
source and receiver, they should share the same platform, have a good
communication skill, exhibit the right attitude, and have same level knowledge.
However, this set up rarely if it happens in real life communication.

While Shannon and Berlo’s models are linear in structure, Wilbur Schramm adapted
Osgood’s theory to develop a circular communication model.

Figure 14. Schramm’s Model of Communication

17
 The Role of Media and Information in Effective Communication

Most households have television, 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 the opposite sides of the
world is now possible. Social media platforms brought people from different
locations, background, culture, and race together. Dating websites have even made
love possible cross continents. Apart from direct communication, today’s media
created bridges between countries. If one needs information about a place they’ve
never been to, all he or she needs to do is look it up on the web. Even news channels
are now broadcasting internationally. Disney had it right when they wrote the song
“It’s a small world.” Thanks to media, this has become more factual than just some
cute tunes for children.

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 will not 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

This is perfectly illustrated in surveys conducted before elections. When a TV

network broadcasts the results of recent survey, they do more than just inform the
public where their candidates currently stand. They also affect the decision-making
process of their listeners in the upcoming elections.

The Media and Information Producers and Users

Various headhunter websites describe Media Producers as someone who overseas

projects (e.g. films, TV shows) from conception to completion and may also be
involved in the marketing and distribution processes. In recent years, however,
media producers now include those who contribute intellectual or creative content
in both the traditional media platforms (print, radio, and TV) and new media
(internet). 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.

18
Producers and users of media and information may have the following purpose:

1. To inform
2. To educate
3. To Entertain
4. To advocate
5. To promote business
6. To increase network

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 the 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 newspaper 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 r her lifestyle. This includes the styles, interests, and attitudes of individuals. For
example, sport active individuals may use The Internet to find to search for the
fashion and entertainment updates. Moreover, media preference pertains to a
person’s choice of media platform. The media preference of an individual may be
affected by the accessibility, availability, affordability, and convenience of media
platform. For example, everyone needs to be informed on the daily news. And there
are many media platforms that can be sources of news. However, some people prefer
newspaper because it can inexpensively avail just at the corner of the street r
delivered straight from the doorstep of the users.

What’s More

Activity 2: Venn Diagram

Using
Direction: Venn diagram differentiate Verbal and Nonverbal
communication.

19
Activity 3: Block Diagram
Direction: Draw a diagram showing the Communication process.

What I Have Learned

Activity 4: Fact or Bluff?

Direction: Read and analyze the sentence below. Write FACT if the statement
is correct and BLUFF if it incorrect.

______________1. Surroundings can set the tone and mood in conversations

______________2. Slang and foul languages are strongly encouraged in formal

communication

_______________3. Informal communication takes place in our daily interaction

with one another.

_______________4. Oral Communication is influenced by the vocabulary and

grammar used, writing style, precision and clarity of the
language used

20
_______________5. Tone, pace, and volume are considered in understanding
the true meaning of what someone is saying.

Activity 5: Identification
Direction: Read the sentence carefully and identify what is being describe. Write
your answer on the space provided before each number.
_______________1. It pertains to the tools used in communication

_______________2. It refers to the listener, reader, and viewer of the message.

_______________3. It is a type of communication that uses spoken words.

_______________4. It pertains to any information that is passed through

communication.

_______________5. It is the process of sharing messages between human beings.

_______________6. It is the process where the listener or the receiver processes the
message of the message of the source and then responds
accordingly.

_______________7. This type of communication practiced in corporate meetings,

conferences, academic seminars, political sessions, and juridical
proceedings.

_______________8. It refers to any signal that may interfere with the message being
carried.

________________9. The person who initiates the conversation and has

conceptualized the idea that he intends to convey it to others.

________________10. This model focus on the relationship between the person

sending the message and the receiver.

21
 What I Can Do

Activity 6: info-Challenge
Direction: Answer what is being asked in the following question below.
1. Describe the media habit, lifestyle, and preferences of each of your family
member. Please use the guide matrix below.
Media
Name Media habit Media lifestyle Preferences

2. How communication is affected by media and information? Cite your

personal experience.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

22
 Assessment

Choose the letter of the best answer. Write the chosen letter on a separate sheet of
paper.
_____1. What type of communication practiced in corporate meetings, conferences,
academic seminars, political sessions, and juridical proceedings?

A. Formal Communication C. Informal Communication

B. Verbal Communication D. Non-verbal Communication

_____2. Who developed the mathematical theory of communication?

A. David Berlo C. Claude Shannon

B. Wilbur Schramm D. Merriam Webster

_____3. What type of communication uses spoken word?

A. Formal Communication C. Non-verbal Communication

B. Oral Communication D. Written Communication

_____4. A message is transmitted verbally; word of mouth and a piece of writing do

communication. What form of communication is being describe?

A. Formal Communication C. Verbal Communication

B. Informal Communication D. Non-Verbal Communication

_____5. Which is refers to tools used by the source to disseminate information to the
receivers?

A. Information C. Literacy
B. Media D. Technology

_____6. It is the process of sharing messages between human beings.

A. Communication C. Information
B. Literacy D. Media

_____7. Most people regularly grab and read newspaper every morning to get the
latest information on the happenings in the country. The given is an example
of a ______________________?

A. Media Habit C. Media Lifestyle

B. Media Preference D. All of the given choice

23
_____8. What communication model let the sender and the receiver take turns in
becoming the encoder and decoder.

A. Lasswell's Communication Model

B. Schramm Communication Model
C. Berlo’s SMCR Communication Model
D. Shannon–Weaver Communication Model

_____9. Which of the following is a role of Media and Information in effective

communication?

A. It shapes public opinion

B. It makes communication convenient
C. It makes the world a smaller place
D. All of the above

_____10. Which is the person for whom the message is intended or targeted?

A. Channel C. Receiver
B. Encoder D. Sender

24
 Additional Activities

Activity 4: Picture Analysis

Directions: Analyze the pictures and explain what is shown. Write your answer on
the space provided
1.____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________

2. __________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________

3. How do you use Facebook as a tool or medium

for communication?
____________________________________________
____________________________________________
________________________________________________

4. How did Facebook affect or change the way we

communicate with other people?
____________________________________________
____________________________________________
____________________________________________

5. How did Facebook affect the quantity and quality of information available
to people? Is it a good thing or bad thing?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

25
 Answer Key

What in
Activity 1
1. Instagram 6. Snap chat
2. Twitter 7. Internet Explorer
3. Facebook 8. Mozilla Firefox
4. YouTube 9. Linked In
5. Google Chrome 10. Skype

What’s More
Activity 2 Activity 3

What I Have Learned What I Can Do What I Know

Activity 4 /Assessment
1. Fact
2. Bluff Activity 6 1. A
3. Fact
2. C
4. Bluff Answer May Vary
5. Fact 3. B
Activity 5 4. C
1. Medium 5. D
2. Receiver 6. C
3. Oral Communication
4. Message
7. C
5. Communication 8. B
6. Decoding 9. D
7. Formal 10. C
Communication
8. Noise
9. Source/Sender
10. Berlo’s SMCR Model

26
 References
A. Books

Gonzalez, Edward D. Media an Information Literacy “Introduction to Media and

Information Literacy” pages 6-17

B. Online Sources

E-Learning Guide on Media and Information Literacy retrieve from

https://sites.google.com/view/elearningmil/lessons/introduction-to-media-and-
information-literacy/the-communication-process?authuser=0

The Basic Elements of the Communication Process retrieved from

https://www.thoughtco.com/what-is-communication-process-1689767

Communication Process
https://businessjargons.com/communication-process.html

https://www.slideshare.net/arnielping/media-and-information-literacy-
communication

Photo Credits
Figure 1: https://atlas.illinois.edu/news/2018-02-28/advantages-atlas-vacsick
Figure 2 : https://atlas.illinois.edu/news/2018-02-28/advantages-atlas-vacsick
Figure 3: https://atlas.illinois.edu/news/2018-02-28/advantages-atlas-vacsick
Figure 4 : https://www.pinterest.ph/pin/595319644482059745/
Figure5:https://www.similarweb.com/app/googleplay/com.android.chrome/statist
ics/
Figure 6: https://www.wired.com/2015/11/no-snapchat-isnt-going-to-use-your-
private-pictures/
Figure 7: https://www.inspiredtech.co.uk/2016/02/08/is-your-internet-explorer-
old-hat/
Figure 8: https://commons.wikimedia.org/wiki/File:Mozilla_Firefox_logo_2013.svg
Figure 9: https://icon-icons.com/icon/linkedin-original-logo/146435
Figure 10: https://www.technobezz.com/how-to-change-the-text-size-on-skype/
Figure 12: https://rahmanjmc.wordpress.com/2015/02/09/berlos-smcr-model-of-
communication/
Figure 13: Media and Information Literacy “Quarter 1 - Module 1: Introduction to
Media and Information Literacy” page 2.
Figure 14: https://ifunny.co/picture/half-of-my-problems-are-because-of-the-tone-
of-sa9BFHYu5
Figure 15: https://www.ovrdrv.com/blog/10-levels-of-intimacy-in-todays-
communication/
Figure16: https://www.pngitem.com/middle/hmJhhiR_facebook-advmtt-sub-vv1-
fb-e-twitter-hd/

27
For inquiries or feedback, please write or call:

Department of Education - Bureau of Learning Resources (DepEd-BLR)

Ground Floor, Bonifacio Bldg., DepEd Complex

Meralco Avenue, Pasig City, Philippines 1600

Telefax: (632) 8634-1072; 8634-1054; 8631-4985

Email Address: blr.lrqad@deped.gov.ph * blr.lrpd@deped.gov.ph