Lesson 1 INTRODUCTION

TO MEDIA AND
INFORMATION
LITERACY
SPECIFIC LEARNING OUTCOMESS
a. Describe the nature of communication and concepts related to it.
b. Describe how communication is affected by media and information.
c. Identify the similarities and differences of media literacy, information literacy
and technology literacy.
d. Editorialize the value of being a media and information literate individual.
e. Relate critical thinking with media and information literacy in the production,
consumption and transfer of media, and information products by the society.
f. Identify the characteristics of responsible users and competent producers of
media and information.
g. Share media habits, lifestyles, and preferences to other people.
MOTIVATION

Without consulting other sources of information, ask

yourself what the following words mean to you:
∙ Communication
∙ Media
∙ Information
∙ Technology
∙ Literacy
 What is communication?
The word Communication is from the Latin term
commūnicāre, which means “to share” or “to divide
it”. It may also be thought to originate from another
Latin word communis, which roughly means “working
together.”
 What is communication?
• As explained by Bulan and De Leon (2002) in their
book Practical Speech Fundamentals, “without speech
or oral communication, societies could not attain levels
of civilizations; communities could not organize into
living and working groups, mark and ritualize practices
and traditions, debate and decide difficulties issues,
and transform society for its good.”
Communication Models
1. TRANSMISSION MODELS
The model is relatively straightforward
and tells you that communication
originates from someone and their
message flows through a channel and
that someone recieves the message with
corresponding effect.
a. Laswell’s Communication Model
• This describes an act of communication by
defining who said it (sender), what was
said (message), in what way or medium it
was said (channel), to whom it was said
(receiver), and with what result it was said
(effect).
Example: “Jaspher informed the students to answer the
homework in the module to complete their weekly task.”
• Sender – this is the communicator who formulates and spreads a message.
• Message – this is the content of the message or the messages that the
sender spreads.
• Channel – this describes the medium or media that is/are used to convey
and spread the message. The medium can consist of several
communication tools, mass media and social media.
• Receiver – this describes the decoder of the message.
• Effect- this is the result the message leads to. The so-called triangle of
success ‘knowledge, attitude, behaviour’ is often used to describe the
desired effect.
a. Laswell’s Communication Model
b. Shannon and Weaver’s Communication Model
• Sender (Information source) – the person who makes the message, chooses
the channel and sends the message.
• Encoder (Transmitter) – the sender uses a machine, which converts message
into signals or binary data. It might also directly refer to the machine.
• Channel – this is the medium used to send message.
• Decoder (Receiver) – this is the machine used to convert signals or binary
data into message or the receiver who translates the message from signals.
• Receiver (Destination) – this person gets the message or the place where the
message must reach. The receiver provides feedback according to the message.
• Noise – this is the physical disturbances like environment, people, etc. which
does not let the message get to the receiver as what is sent.
 
Example: “Jaspher sends a message via phone text to his worker
about a meeting happening about their brand promotion. The
worker does not receive the full message because of slow internet
connection.”
c. Wesley and Maclean Model of Communication
Another transmission model by Bruce Wesley and
Malcolm Maclean, Jr. where they argued that instead
of having a sender merely relaying messages, you
have a communicator who relays his or her account
of a selection of events or views/voices in society.
c. Wesley and Maclean Model of Communication
Example:
A Daily News Papers will receive many Press releases
from Many Public Relations Agencies on behalf of their
clients. In this case, Newspaper will publish the selected
Press release due to the space constraints. Then,
Readers can directly respond to the client or they can
respond to the News daily which published in the
Newspaper. If Readers responded to daily Newspaper, it
will communicate the feedback to concern PR Agency.
2. RITUAL/EXPRESSIVE MODEL

This is an alternative way of looking at how communication

works. In the expressive model, communication happens due
to the need to share understanding and emotions.
Communication has an integrative consequence in the society
– it is done to build social relationships. An example would be
when you use certain symbolisms or euphemisms to indirectly
refer to certain things, but you are sure that your audience still
understands what you are trying to say.
 3. PUBLICITY MODEL

This model explains that communication involves

audiences as “spectators rather than participants or
information receivers (McQuail, 2015).” Attention is
important because it is a measure of how successful
the communication has transpired. Example is how
television commercials aggressively convince the
audience to buy the products that they advertise.
4. RECEPTION MODEL

Messages sent and received are open to various interpretations

based on context and the culture of the receiver. In other
words, there might be various meanings to a single statement
that is communicated. One such model illustrating this is
Wilbur Schramm’s depiction if cyclical communication where
the sender and receiver have alternating riles in the loop. A
communicator who produces and sends the message is called
an “encoder” and who receives and interprets is the “decoder.”
4. RECEPTION MODEL
David Berlo’s Model
Another transmission model is the one by David Berlo that accounted
for factors that affect how communication are influenced when they
send and receive a message. These factors include the following:
∙ Communication skills such as reading, writing, speaking, listening, and
watching
∙ Knowledge about a subject or topic
∙ Attitude toward the topic and the audience
∙ Social and cultural aspects that influence the content of the message and the
manner by which it is sent.
David Berlo’s Model
S (source) M C R
(message) (channel) (receiver)
Communication Element Seeing Communic
ation Skill
Knowledge Structure Hearing Knowledg
e
Attitude Content Touching Attitude
Sociocultural Treatment Smelling Sociocultu
System ral System
  Code Tasting  
       
       
A Closer Look at Media and Information
Definitions of Media
Source Definition
Oxford Learning • The main ways that large numbers of people receive
Dictionaries information and entertainment, that is television,
radio, newspaper, and the internet.
UNESCO Media and • Refers to the combination of physical objects used to
Information Literacy communicate or physical communication through
physical object.
• Also refers to any physical object used to
communicate media messages.
• Source of credible information in which contents are
provided through an editorial process determined by
journalistic values and therefore editorial
accountability can be attribute to an organization or
legal person.
Definitions of Media
Source Definition
The Penguin Dictionary • Means of distributing texts and messages to a large
of Media Studies (2007) mas of people
• Carries a certain degree of intellectual baggage or
currency with it.

David Buckingham • Something we used when we want to communicate

(2003), director of the with people indirectly, rather than in person or by
London University face-to-face contact.
Centre for the Study of • Provide channels through which representations
Children, Youth and and images of the world can be communicated
Media (Callison and indirectly
Tilley, 2006)
Definitions of Media
Source Definition

Encyclopedic Dictionary • Any means, agency, or instrument of communication

of Semiotics, Media, and • The physical means by which a sign or text is encoded
Communications (2000) (put together) and through which it is transmitted
(delivered, actualized)

Presidential Decree No. • Refers to the print medium of communication, which

1018 (1976) includes all newspapers, periodicals, magazines,
journals and publications and all advertising therein,
and billboards neon signs and the like, and the
broadcast medium of communication, which includes
radio and television broadcasting in their aspects and
all other cinematographic or radio promotions and
advertising.
 

Categories of Media
Category Examples

Modality Text, audio, video, graphics,

animation
Format Digital and analog

Way of transmitting Electromagnetic or radio waves,

light waves
Mass media form Tv, radio, print, internet,
telephone, or mobile
• Media Modality refers to the nature of message, whether it
is relayed using text, audio, video, graphics, animation. Or a
combination of any of these things.
• The media format is the way data is arranged. The data or
message may be transmitted through radio waves (for audio)
and light waves for another modalities.
• The mass media from refers to the particular media
technology to which the message is transmitted.
Quiz!
1. This describes the medium or media that is/are used to
convey and spread the message
2. This model explains that communication involves audiences
as spectators.
3. This model often use symbols and euphemism
4. refers to the particular media technology to which the
message is transmitted.
5. this is the physical disturbances like environment, people