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 What is Media and
information literacy (MIL)?
● This course introduce you to basic understanding of media
and information as channels of communication and tools
for development of individuals and societies.

● It aims to develop learners to be;

🡺 creative,

🡺 critical thinkers,

🡺 as well as responsible users and

🡺 competent producers of media and information.

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 Lesson 1:
The Role of Media in the
Communication Process
TOPIC OUTLINE

01 Components of Communication

02 The Communication Process through Models

03 Forms of Communication

04 The Role of Media and Information in Communication

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 Communication

🡺 What is communication?
🡺 Why do we communicate?
🡺 How do we communicate?
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Photo Credit: Communication png - Google Search

 WHAT IS COMMUNICATION?

❖ the act or process of using;

🡺 words, 🡺 sounds,
🡺 or behaviors, 🡺 signs,

to express or exchange information or to express your;

🡺 ideas, 🡺 thoughts,
🡺 feelings, etc., to someone else

❖ the exchange of information and the expression of feeling that can

result in understanding
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 WHAT ARE THE TWO BASIC TYPES OF
COMMUNICATIONS?

❖ NON-VERBAL ❖ VERBAL
COMMUNICATION
COMMUNICATION
❖ Signs
❖ Oral
❖ Symbols
❖ Written
❖ Colors

❖ Gestures

❖ body language

❖ facial expressions
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Photo Credit: Communication png - Google Search

 Components of
Communication
The book “Business Communication for
Success” lists eight essential components
of communication:
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Photo Credit: Components of Communication - Google Search

 01 : Source
❖ a person, group, or entity that forms, creates, sends, or forwards a
message or information

02 : Message
❖ the stimulus or meaning produced by the source for the receiver or
audience (McLean, 2005)

03 : Channel
❖ the tool or manner in which the messages will be carried through from
the source to the receiver
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 04 : Receiver
❖ receives the message from the source, analyzing and interpreting the
message in ways both intended and unintended by the source (McLean,
2005)
05 : Feedback
❖ the message or response of the receiver which is sent back to the source

06 : Environment
❖ the atmosphere, physical and psychological, where you send and
receive messages (McLean, 2005)
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 07 : Context
❖ the communication interaction involves the setting, scene, and
expectations of the individuals involved (McLean, 2005)

08 : Interference
❖ anything that blocks or changes the source’s intended meaning of the
message (McLean, 2005)
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 The Communication Process through Models

❖ HAROLD LASSWELL’S COMMUNICATION MODEL

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Photo Credit: HAROLD LASSWELL’S COMMUNICATION MODEL - Google Search

 The Communication Process through Models

❖ SHANNON AND WEAVER’S COMMUNICATION MODEL

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Photo Credit: SHANNON AND WEAVER’S COMMUNICATION MODEL - Google Search

 The Communication Process through Models

❖ DAVID BERLO’S SMCR COMMUNICATION MODEL

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Photo Credit: DAVID BERLO’S SMCR COMMUNICATION MODEL - Google Search

 Forms of
Communication
Communication may come in different
forms. May vary and differ in terms
of participants, channels used, and
contexts
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Photo Credit: Communication - Google Search

 01 : Intrapersonal Communication
❖ It is a form of communication with oneself using internal vocalization
or reflective thinking (Communication in the Real World, 2010)
❖ We do it every time we quietly;
🡺 decide on what to,
🡺 when we contemplate on what decisions to make,
🡺 make observations,
🡺 formulate opinions about the things around us which we keep
to ourselves.
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Photo Credit: Intrapersonal Communication - Google Search

 02 : Interpersonal Communication
❖ two different people who may or may not have a direct relationship
with each other but are mutually and actively part of the
communication process.
❖ can be planned or unplanned,
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Photo Credit: Interpersonal Communication - Google Search

 03 : Group Communication
❖ communication between three or more people interacting to achieve a
specific objective or certain goal.
❖ This form of communication happens often during team-based tasks
❖ Mostly done in school works or organizational endeavors.
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Photo Credit: Group Communication - Google Search

 04 : Public Communication
❖ Sender-focused form of communication
❖ one person is typically responsible for conveying information to an
audience.
❖ usually seen during;
🡺 campaigns,
🡺 speeches,
🡺 or other public speaking events.
❖ Among the other, this is the most;
🡺 formal,
🡺 intentional,
🡺 and goal-oriented type.
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Photo Credit: Public Communication - Google Search

 05 : Mass Communication
❖ Public communication becomes mass communication when it is
transmitted to many people through print or electronic media.
❖ most used channels for mass communication in the past
🡺 print media
(newspapers and magazines)
🡺broadcast media
(TV and radio)
❖ Mass communication has slowly
and strategically shifted its
medium to the internet world
🡺 websites and social media.
(Facebook, CNN, Twitter)
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Photo Credit: Mass Communication - Google Search

 The Role of
Media and
Information in
Communication
information is one of the reasons why
communication is done in the first place
and this information can be shared
through media.
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Photo Credit: The Role of Media and Information in Communication - Google Search
 Table 1.1. Different Definitions of Media

Source Source Definition

Oxford Learner’s ▪
the main ways that large numbers of people receive information
Dictionaries and entertainment, that is television, radio, newspapers, and the
internet
UNESCO Media and ▪ refers to the combination of physical objects used to
Information Literacy communicate or mass communication through physical objects
Curriculum for Teachers such as radio, television, computers, or film, etc
▪ source of credible information in which contents are provided
through an editorial process determined by journalistic values
and therefore editorial accountability can be attributed to an
organization or a legal person
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 Table 1.1. Different Definitions of Media

Source Source Definition

David Buckingham (2003), ▪ something we use when we want to communicate with

Director of the London people indirectly, rather than in person or by face-to-face
University Centre for the contact
Study of Children, Youth
and Media (Callison &
Tilley, 2006)
▪ provide channels through which representations and
images of the world can be communicated indirectly

Presidential Decree No. ▪ refers to the print medium of communication, which includes
1019 (1976) 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 all their aspects and all other
cinematographic or radio promotions and advertising
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 Media?
❖ Information above suggest all that media is an instrument for
transmitting information
❖ it is the vehicle for a message

Books paintings Movies video games graphics

Example of media

It may range from

🡺 print media,
🡺 broadcast media,
🡺 film or cinema,
🡺 and new media or the internet.
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 How then will media
and information affect
the process of
communication?
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 01 : It makes the world a smaller place
❖ World seemed like a smaller place than before, as through digital
media.
❖ brings people from different locations, background, culture, and race
together. (Social media platforms )
❖ media creates bridges between countries and cultures without having
the need to travel (look on the web)

02 : It makes communication convenient

❖ In the past 🡺 communicating to someone ❖ Today 🡺 communicating to someone

= wait for days, weeks, months = seconds

messaging sites
traditional paper mail sent
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and apps.
by postal service.
 03 : It shapes public opinion
❖ mass media shapes public opinion through its wide reach, they can
sway the opinion of their audience according to the message they
convey. (“Setting the Agenda,” Maxwell McCombs)

❖ Ex. Elections

❖ When a TV network broadcasts the results of a recent survey,

🡺 Inform the public where their candidates currently stand.

🡺 affect the decision-making process of their listeners or viewers

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Questions?
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 Activity 1.1: Differentiating the Forms of Communication

Instructions: Differentiate the forms of communication by completing the table

below with an example of an element in the communication process for each
form of communication. The sources for each are already given. Complete the
table following the given answers.
Element Intrapersonal Interpersonal Group Public Mass
Source Self A friend Class Politician News
president organization
Content/
Message

Medium/
Channel

Receiver

Feedback
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Interference
 Activity 1.2: Evaluating Media Platforms

Reflect on the different uses of media platforms.

Describe and rate them according to entertainment value, information value,
education, business, and advocacy.

Copy the and write your answers on a separate sheet of

paper.

Use the ratings given below:

Ratings:
1 – not at all relevant,
2 – not very relevant,
3 – slightly relevant,
4 – relevant,
5 – very relevant
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 Activity 1.2 Evaluation Matrix
Media Platform Newspaper Radio Television Internet /
Uses Social Media
Example: 2 – Because 3 – Slightly 2 – Because 5 – Because
For networking communication relevant communication there is an
through print because some in TV is mostly active
media is mostly radio programs one-way, there exchange of
one-way and are effective in is very least information and
there is very growing a interaction wide
least network of connection of
interaction people people

For
entertainment

For information

For education

For business
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For advocacy
E N D
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