Describing How

Communication is
Influenced by Media and
Information
Module in Media and Information Literacy
for Grade 12
First Quarter

DARIELLE APILAS-BACAYAN
Developer
Department of Education • Cordillera Administrative Region
 Republic of the Philippines
DEPARTMENT OF EDUCATION
Cordillera Administrative Region
SCHOOLS DIVISION OF CAR
Wangal, La Trinidad, Benguet

Published by
Learning Resource Management and Development System

COPYRIGHT NOTICE
2021

Section 9 of Presidential Decree No. 49 provides:

“No copyright shall subsist in any work of the Government of the Philippines.
However, prior approval of the government agency of office wherein the work is created shall
be necessary for exploitation of such work for profit.”

This material has been developed for the implementation of K-12 Curriculum through
the DepEd Schools Division of Baguio City – Curriculum Implementation Division (CID). It
can be reproduced for educational purposes and the source must be acknowledged.
Derivatives of the work including creating an edited version, an enhancement or a
supplementary work are permitted provided all original work is acknowledged and the
copyright is attributed. No work may be derived from this material for commercial purposes
and profit.

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 What I Need to Know

Hello learner! This module was designed and written with you in mind. Primarily, its
scope is to provide you with the basic knowledge that you will need to proceed with this
whole course.

While going through this module, you are expected to:

1. establish the relationship of information and communication;
2. decide on which type of communication is best used in given situations, and
3. explain the models of communication.
By the way, always remember to use a separate sheet of paper for you to write your
answers on the different activities presented in this learning module. DO NOT ANSWER here
directly.
Now, here is an outline of the different parts of your learning module. The
descriptions will guide you on what to expect on each part of the module.

Label Description
What I need to know This states the learning objectives that you need to achieve as you study this
module.

What I know This is to check what you already know about the lesson on this module. If you
answered all the questions here correctly, then you may skip studying this module.

What’s In This connects the current lesson with a topic or concept necessary to your
understanding.

What’s New This introduces the lesson to be tackled through an activity.

What’s In it This contains a brief discussion of the learning module lesson. Think of it as the
lecture section of the lesson.

What’s More These are activities to check your understanding and to apply what you have
learned from the lesson.
What I have Learned This generalizes the essential ideas tackled from this module.

What I Can Do This is a real-life application of what you have learned.

Post-Assessment This is an evaluation of what you have learned from this learning material.

Additional Activity This is an activity that will strengthen and fortify your knowledge about the
lesson.

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 What I Know
Choose the letter of the correct answer. Write the chosen letter on a separate sheet of paper.

1. Who are considered as producers of information in the communication

process?
a. speakers c. receivers
b. listeners d. participants

2. What are the two key components in effective communication?

a. preparation of speaker and Attention of receiver
b. preparation of speaker and Development of information
c. attention of receiver and Selection of medium to be used
d. development of information and Selection of medium to be used

3.What process allows people to express and exchange their thoughts, positions and feelings?

a. debating c. writing a letter

b. communication d. encoding information

4. Which term refers to the data, knowledge and or instructions presented using signs,
symbols and signals?
a. information c. words
b. knowledge d. codes

5. Which type of communication refers to the form of communication in which

messages are transmitted via word of mouth or piece of writing?
a. verbal communication c. informal communication
b. formal communication d. nonverbal communication

6. Which type of communication is used when people exchange information using spoken
words through various channels such as telephones, videos, radios, televisions and is
influenced by pitch, volume and clarity?
a. oral communication c. formal communication
b. verbal communication d. informal communication

7. Which type of communication is common in business and is usually influenced by

vocabulary and grammar, style, precision and language use?
a. oral communication c. formal communication
b. verbal communication d. written communication

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8. Which type of communication affects the effectiveness of the message and is usually
expressed through the speaker’s body language, gesture, tone and or facial expression?

a. nonverbal communication c. formal communication

b. informal communication d. oral communication

9. What are the three elements of nonverbal communication?

a. Appearance, body language, sounds
b. Body language, sounds, facial expression
c. Appearance, facial expression, body language
d. Facial expression, body language, tone of voice

10.What type of communication takes place in professional settings with the primary purpose
of disseminating information?
a. verbal communication c. informal communication
b. formal communication d. nonverbal communication

11. What type of communication takes place in people’s daily interaction?

a. nonverbal communication c. formal communication
b. informal communication d. verbal communication

12. What are the missing elements in Shannon’s Communication Process Model?

a. Transmitter – Channel – Decoder

b. Transmitter – Noise – Receiver
c. Encoder – Channel – Decoder
d. Encoder – Noise – Receiver

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13. What are the missing elements in Berlos’ SMCR Model of Communication?

a. message – decodes c. information - decoder

b. transmitter – message d. message - transmitter

14. Which elements will complete Schramm’s model of communication?

a. Encoder – Message – Interpreter

b. Encoder – Noise – Interpreter
c. Encoder – Channel – Interpreter
d. Encoder – Transmitter - Interpreter

15.Which of the following statements best interprets the three models of

communication?
a. Schramm’s model is a more accurate model because it shows a two-way
type of communication while Shannon’s and Berlos’ models only show a one-
way type of communication.
b. Berlos’ model is more accurate than the other two as it describes and
considers all factors that may affect an effective communication.
c. No one model accurately describes how communication really happens
because all models lack one or two essential elements.
d. All models of communication took into consideration three elements:
sender, message and receiver.

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 What’s In
Activity 1: My Last Convo

Recall the last conversation you had with anyone. Answer the following questions
with words or phrases.

1. What was the topic of your last conversation?

2. Where did you learn/hear this issue?
3. Will you consider this particular conversation as communication? Why?

What’s New
Activity 2:
Good job! You obviously already have an idea what these terms mean. Proceed to know
more.

What Is It
Communication is an everyday occurrence between a person and himself or a person
and other individuals. Cambridge Academic Content dictionary, as mentioned by Gonzales
(2016), provides three definitions for the term communication:

a. “process by which messages or information is sent from one place to

another or the message itself”,
b. “the exchange of information and the expression of feeling that can result in
understanding”, and
c. “process of sharing messages between human beings”.

People who communicate need to keep in mind two key components so that
communication will be effective: a) development of information and, b) the selection
of medium or media to be used in disseminating information.

One key element for communication to occur is information. There are more
definitions of the term information, but for the sake of commonality, Gonzales’ (2016)
definition is adopted, “information is broadly defined as data, knowledge, or instructions
through signals or symbols”.

Given the definition of communication and information, what do you think is the
relationship of these two terms to one another?

You are right! Communication cannot occur without information and

information cannot be transferred without communication. These two are
intertwined. Metaphorically speaking, these two terms are like married couple living the ideal
forever.

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 Communication is divided into two major types: a) according to the channel used
and b) based on purpose and style.

A. Types of Communication According to Channels Used

1. Verbal communication – “message is transmitted verbally; done by word of
mouth or a piece of writing”
a. Oral communication – words are spoken and heard; communication is affected
by pitch, volume, speed and clarity of speaking.
b. Written communication – written signs or symbols are used to transmit the
message; communication is affected by vocabulary and grammar used, writing
style, precision and clarity of the language used.
2. Non-verbal communication – “wordless sending and or receiving of
messages/information”; verbal communication is greatly hindered or facilitated by
this type of communication. Gestures, body language, posture, tone of voice, and
facial expressions are all examples of non-verbal communication. Non-verbal
communication has three elements:
a. Appearance – may include what the speakers/listeners are wearing and the
setting of the communication process that helps send a message. For
example, an interviewee needs to wear professional- looking clothes to
show that he/she means business or a business transaction in a formal
setting to send the message that it is a business transaction and nothing
else.
b. Body language – in a face-to-face communication, message is not
received through the words spoken only. Whether a person is consciously
or unconsciously doing it, how he/she acts also sends a message and it is
also consciously or unconsciously received, which in turn affects the
communication process. For example, if a speaker shifts from one foot to
another and his or her eyes look at everything but never the person, he/she
is speaking to, it may send the message that he/she is nervous or
unprepared. But if a person stands straight and looks at the eye of the
person he/she is conversing with, it sends the message that this person is
confident and ready.
c. Sounds – tone, pace and volume also help in understanding a message. For
example, if someone shouts, it may mean that he/she is angry.

B. Types of Communication Based on Purpose and Style

1. Formal Communication – mostly takes place in professional settings such as corporate

meetings, conferences, academic seminars, political sessions and juridical proceedings
and its primary purpose is to disseminate information to the concerned parties. Strict
observance of the rules of the language such as proper grammar and correct pronunciation
are highly recommended in such instances. A good example of this type of
communication was President Rodrigo’s State of the Nation Address (SONA) or
the message of Baguio City National High

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 School’s principal during the Moving Up Ceremony and Graduation Ceremonies.
2. Informal Communication – commonly used form of communication and rules of the
language are not always followed. Talking to your friend and greeting your
neighbor count as examples of this type of communication.

In the process of establishing a deeper understanding of how the communication

process occurs, three scholars’ models of communication have been referred to in the study of
the communication process.

A simplified version of the process was proposed by Clause Shannon, a Bell telephone
company research scientist. Below is a diagram of his model.

Photo source: https://michellemathiasfsp.blogspot.com/2018/11/shannon-and-

weavers-model-of.html

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
(phones, computers, etc.). 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 his model, the receiver is either an equipment at the end of the line that
delivers the message to is destination or the person intended to receive the message.

One of the model’s strong point is that it considers all elements involved in the process
and shows what each element’s role is. It does not, however, show any feedback mechanism.
A concrete example of the model is a television or radio broadcasting.

You may want to visit this video for an auditory lecture of this model: https://
www.youtube.com/watch?v=OY1JsGFZprc.

The second model of communication was introduced by David Berlo. He tried to

improve the first model, putting more emphasis on the relationship of the person

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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.

Photo source: https://www.communicationtheory.org/wp-

content/uploads/2010/01/berlos-smcr-model-of-communication-picture.jpg

The source, like the first model, refers to the sender of the message. According to
Berlo, these factors must be honed so that the process of communication will be a success.

1. Communication Skills – It refers to how the speaker pronounces words properly,

how s/he uses proper pauses as well as his/her accent among other communication
skills. Have you ever experienced skipping an ad or video because you don’t
understand what the speaker is saying?

2. Attitude – Gonzales (2016) wrote, “no matter how well composed the message is,
without the appropriate attitude, you will never get your information across”. The
example given by Gonzales (2016) was if a person wants to persuade his/her audience,
the audience must be able to feel that this person’s heart is in the same cause,
otherwise, the desired effect will not be achieved.

3. Knowledge – As a sender of the message, the source must know what the message is.
As the source, one must be able to display his/her knowledge of the topic and delivery
this knowledge clearly and effectively.

4. Social System – Another factor worth considering as a sender of the message is your
beliefs and your audience’s beliefs. Even if you deliver the same

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 message to two people, there is no guarantee that this same message will be received as
you meant it to be received; there is no guarantee that the message will be interpreted
the same way. This is because each individual has his/her social system. A social
system is a group of people having something in common to live in. For example, a
source who talks about how to cook pinikpikan in a different manner would gain
positive feedback from a Cordilleran audience but might gain negative feedback from
an audience who does not subscribe to a certain definition of animal cruelty.

5. Culture – The audience’s social system and culture go hand-in-hand and as a

speaker/source, these two must always be considered.

The second element in Berlo’s model is the message. This refers to the information
that is passed between the participants during the communication process. As shown in the
model, there are five factors or considerations that affect this element: content, element,
treatment, structure and code.
1. Content refers to the words or illustrations that serve as translations of the thoughts
and ideas of the sender. Accordingly, this factor is the most important ingredient of
the message because this is what the receiver primarily
processes. According to Berlo, the content must be “sensible, accurate, crisp, and
related to the thought” so that misunderstanding can be avoided.

2. The element is another important ingredient of the message as this refers to the
posture, gestures, movements and facial expressions that the sender uses to ensure that
the message will have an impact on the receiver.

3. The next factor in the message is the treatment. Berlo says that this factor refers to the
way the speaker treats his/her message and how s/he conveys it to the listener.

4. The fourth factor that Berlo presented is the structure of the message. Simply start
at the beginning and end with the end; first step first until the last nth step.

5. The last factor is the code, which refers to the combination of all of the four factors.
The speaker/sender must be able to code the message properly so that distortion of the
message can be avoided. In the example given, if one says “I’m pleased to meet you”
but with a blank expression and in a monotonous way,

The next element in the model is the channel. The channel is the medium and how
the information flows form the sender to the receiver. Included here are our five senses and
any and all medium that we have today.

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 The last element in the model is the receiver. If there is a sender, there definitely
should be someone or something who or that will receive what is being sent. The task of the
receiver is to decode the message that was sent by the sender. Decoding is the process where
the receiver processes the message of the source and then responds accordingly. According to
Berlo, to have smooth communication between the sender and the receiver, both should share
the same platform, have good communication skills, exhibit the right attitude and have the
same level knowledge.

Before we proceed to the next model, what is common between the first two models?

Right! They are linear. Meaning, their models only show how the message is sent and
received. The third model is way different than these two.

It was Wilbur Schramm who adapted Osgood’s Theory of Circular Communication

Model, which eventually became the third model of communication.

Photo source: https://www.communicationtheory.org/wp-

content/uploads/2010/01/Osgood-Schramm-model-of-communication1.jpg

In this model, the roles of the sender and receiver are interchangeable. A person
involved in an effective communication process becomes both a sender and a receiver. Turn-
taking is emphasized in this model: no single person is only ever going to be a sender or a
receiver, rather, both parties will be both a sender and a receiver at one and any point in an
effective communication process. Visit this link for further explanation on this model: https://
www.youtube.com/watch?v=6d7w5CRnf7k.

To conclude this discussion, based on what you have learned, which among the three
models do you believe to be the ‘real-life’ way of communication and why do you say so?

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 What’s More
Activity 3: Draw the Relationship
After learning about the concepts presented in the previous part, show your
understanding of the relationship between information, media and communication by
drawing/illustrating it. Be guided by the rubrics.
Excellent Very Satisfactory Satisfactory Needs
Improvement
Student The illustration/ The illustration/ The illustration/ There is no
Understanding drawing showed full drawing showed drawing showed evidence of
and understanding of understanding of minimal understanding the
Demonstration of the relationship the relationship evidence of relationship
Concept between the three between the three understanding the between the three
concepts and the concepts and the relationship concepts and the
how they work how they work between the three how they work
together. together. concepts and the together.
how they work
together.

What I Have Learned

Activity 4: Aha! and Huh?
On your answer sheet, write down 2 “ahas” (something you learned) and 2 “huhs”
(things you still have questions about)
(https://www.readingrockets.org/content/pdfs/summarizing_Strategies.pdf).

Aha!
1.

2.

Huh?
3.

4.

What I Can Do
Activity 5: Living It
Now that you know these concepts, there must be at least one instance in your life
where these ideas (information, media and communication) can be used or applied. Give
one concrete sample situation and explain in one or two sentences how these three
affect/influence each other.

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 Excellent (5) Very Satisfactory Satisfactory (3) Needs
(4) Improvement (2)
Content The main idea is The main idea is There is the main There is the main
clear and is well- clear but is not well idea but no idea but it is not
supported by supported by supporting details. clear. No supporting
detailed and information. details.
accurate information
briefly discussed.

Assessment

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

1. Who are considered as producers of information in the communication

process?
a. participants c. speakers
b. receivers d. listeners

2. What are the two key components in effective communication?

a. development of information and selection of medium to be used
b. attention of receiver and selection of medium to be used
c. preparation of speaker and development of information
d. preparation of speaker and attention of receiver

3.What process allows people to express and exchange their thoughts, positions and feelings?

a. encoding information c. writing a letter

b. communication d. debating

4. Which term refers to the data, knowledge and or instructions presented using signs,
symbols and signals?
a. codes c. knowledge
b. words d. information

5. Which type of communication refers to the form of communication in which

messages are transmitted via word of mouth or piece of writing?
a. nonverbal communication c. informal communication
b. verbal communication d. formal communication

6.Which type of communication is used when people exchange information using spoken
words through various channels such as telephones, videos, radios, televisions and is
influenced by pitch, volume and clarity?
a. informal communication c. verbal
communication
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 b. formal communication d. oral communication

7. Which type of communication is common in business and is usually influenced by

vocabulary and grammar, style, precision and language use?
a. formal communication c. written communication
b. verbal communication d. oral communication

8. Which type of communication affects the effectiveness of the message and is usually
expressed through the speaker’s body language, gesture, tone and or facial expression?

a. oral communication c. informal communication

b. formal communication d. nonverbal communication

9. What are the three elements of nonverbal communication?

a. appearance, body language, sounds
b. appearance, facial expression, body language
c. body language, sounds, facial expression
d. body language, facial expression, tone of voice

10.What type of communication takes place in professional settings with the primary purpose
of disseminating information?
a. verbal communication c. informal communication
b. nonverbal communication d. formal communication

11. What type of communication takes place in people’s daily interaction?

a. verbal communication c. informal communication
b. formal communication d. nonverbal communication

12. What are the missing elements in Shannon’s Communication Process Model?

a. encoder – noise – receiver

b. encoder – channel – decoder
c. transmitter – noise – receiver
d. transmitter – channel – decoder

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13. What are the missing elements in Berlos’ SMCR Model of Communication?

a. transmitter – message c. information – decoder

b. message – transmitter d. message – decodes

14. Which elements will complete Schramm’s model of communication?

a. encoder – noise – interpreter

b. encoder – channel – interpreter
c. encoder – message – interpreter
d. encoder – transmitter - interpreter

15.Which of the following statement best interprets the three models of communication?
a. All models of communication took into consideration three elements: sender,
message and receiver.
b. Berlos’ model is more accurate than the other two as it describes and considers
all factors that may affect an effective communication.
c. No one model accurately describes how communication really happens because
all models lack one or two essential elements.
d. Schramm’s model is a more accurate model because it shows a two-way type of
communication while Shannon’s and Berlos’ models only show a one-way type
of communication.

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 Additional Activity

Activity: My Day
Think of a moment this day where you were involved in any sort of communication
process. Share this moment here through a comic strip or simply a script of the event. Below
your sharing, explain how this is related to the concepts presented in this whole module
(information, communication, types of communication and models of communication).

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Additional Assessment What I Know

Activity 1. C 1. A
Answers may vary 2. A What’s In 2. D
3. B Answers may vary 3. B
4. D 4. A
5. B What’s New 5. A
6. C Answers may vary 6. A
7. C 7. D
8. D What’s More 8. A
9. A Answers may vary 9. A
10. D 10. B
11. C What I Have 11. B
12. C Learned 12. B
13. D Answers 13. A
14. C may vary 14. A
15. D What I Can Do 15. A
Answers may vary

ANSWER KEY