Introduction to

Media and
Information
Literacy
Quarter 1 - Lessons 1
 Communicare
Media and Inform”

Communication
Communis
which roughly means “working together”
What is Communication?

Communication
 Clarity
Cohesiveness
5 C’s of
Communication Completeness
Conciseness
Concreteness
Communication
Process through
Models
Seven (7) Major Element of
Communication Process
The source is a person (a thing) attempting to share
Sender information

The information you want to communicate.

Message
Process of assembling the message into a representation
Encoding design with the objective of ensuring that the receiver can
comprehend it.

Encoded message is conveyed by the source through the

Channel channel. The medium or media of communication.
 Communication Medium How it Works
Conversation Person to person interaction using one’s voice as the tool to
deliver the message.
  One to many interaction using one’s voice as the tool to
Public Speaking
deliver the message to a large number of people, at any
given time.
Documents/ Letters/ Mails Written messages in whatever form, usually on paper and
print.
  Messages rendered in the form of paintings, drawings,
Visual Art
photography, videos, images, and the like, that conveys
specific emotion, idea or thought.
  Physical things such as tarpaulin billboards, posters, in-
Physical Medium
package information contained in product packaging, and
the like.
  Digital and electronic means to convey messages such as
Digital/ Interactive website or computer application, primarily by the use of
internet.
Seven (7) Major Element of
Communication Process

Interpretation of the receiver to the message sent by the

Decoding sender.

The person (a thing) that the sender intended to send the

Receiver message.

The reaction or the response.

Feedback
1. Transmission Models
Lasswell’s Communication Model (1948)

 Developed by
communication theorist
Harold Dwight Lasswell.
 Also known as Action Model
or Linear Model or One
Way Model.
 One of the most influential
communication models.
Lasswell’s Communication Model (1948)

 Let’s say you are watching an infomercial channel on TV and on

comes a suitcase salesman, Mr. Sanders. He is promoting his brand of
a suitcase as the best. Aware that millions of viewers are watching his
presentation, Mr. Sanders is determined to leave a remarkable
impression. By doing so, he is achieving brand awareness, promoting
his product as the best on the market, and consequently increasing
sales revenue.
Lasswell’s Communication Model (1948)

ADVANTAGES DISADVANTAGES
1. It is Easy and Simple 1. Feedback not mentioned
2. It suits for almost all types of 2. Noise not mentioned
communication
3. Linear Mode
3. The concept of effect
Shannon- Weaver Model of
Communication (1948)
 Created in 1948 when Claude
Elwood Shannon wrote an article
“A Mathematical Theory of
Communication” in Bell System
Technical Journal with Warren
Weaver.
 The Mathematical theory later
came to be known as Shannon-
Weaver model of communication
or “mother of all models”
Shannon- Weaver Model of
Communication (1948)
Shannon- Weaver Model of
Communication (1948)
 Paula, a VP of Marketing in a multinational company, is briefing Julian
on new marketing strategies they are about to introduce next month.
She wants a detailed study on the competitor’s activity by the end of
the week. Unfortunately, while she was speaking, her assistant Peter
interrupted her, and she forgot to tell Julian about the most important
issue.

At the end of the week, Julian did finish the report, but there were
some mistakes, which had to be corrected later on.
Westley and MacLean’s Model of
Communication

 The Westley and Maclean model

is primarily used for explaining
mass communication.
 This model introduces
environmental and cultural factors
to the process of communication.
Westley and MacLean’s Model of
Communication
Gerbner’s General Model

 George Gerbner is considered a

pioneer in the field of
communication research.
 Gerbner’s model consists of a
verbal aspect, where someone
observes an event and gives
feedback about the situation, and
a schematic model where
someone perceives an event and
sends messages to the sender.
2. Ritual or Expressive Model
-Alternative way of looking 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.
3. Publicity Model
-This model explains that communication
involves audiences as “spectators rather
than participants or information receivers.
Attention is important because it is a
measure of how successful the
communication has transpired.
4. Reception Model
-Communication as an open process,
which means that 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.
Wilbur Schramm’s Model

 Schramm's model regards

communication as a process
between an encoder and a
decoder. Most importantly, this
model accounts for how people
interpret the message. Schramm
argued that a person's
background, experience, and
knowledge are factors that impact
interpretation.
David Berlo’s SMCR Model of
Communication (1960)
 In 1960, David Berlo postulated
Berlo’s Sender-Message-
Channel-Receiver (SMCR) model
of communication from Shannon-
Weaver’s Model of
Communication.
 The model also focuses on
encoding and decoding which
happens before sender sends the
message and before the receiver
receives the message.