COMMUNICATION AND

MEDIA

M E D I A A N D I N F O R M AT I O N L I T E R A C Y
WHAT IS
COMMUNICATION?

WHAT COMES TO YOUR MIND WHEN YOU

HEAR OR SEE THE WORD
COMMUNICATION?
 COMMUNICATION

Communication is the process of

transferring information from one person
to another.
COMMUNICATION CAN TAKE MANY FORMS,
INCLUDING:

• Verbal
• Non-Verbal
• Visual
• Written
• Interpersonal
• Mass Communication
• Digital Communication
 VERBAL COMMUNICATION

Verbal communication includes any form of

communication involving words, spoken, written
or signed. It can be face-to-face, telephone, radio,
television, letters, books, e-mails, magazines and
other media. Forms of verbal communication are
as follows:
Forms of verbal communication are as follows:
• Oral communication is the transfer of messages
or information through spoken words. It can be
divided into two processes: Speaking and
Listening.
• Written communication is the transfer of
messages or information through written form.
It can be divided into two processes: Writing
and Reading.
 NON-VERBAL COMMUNICATION

Non-verbal communication includes body

language and visual cues. Body language may
refer to Facial expression, Gestures, Proximity
(distance), Touch, Appearance, Silence,
Paralinguistic cues and Eye Gaze or eye contact
etc.
 VISUAL COMMUNICATION

Visual cues pertain to any visualizations or visual

displays used to communicate messages, such as
logos, symbols, emojis, graphs, charts, maps and
other media.
SMCRE MODEL
 SMCRE MODEL

S M C R E
 SOURCE (S)

THE PERSON OR ENTITY

I N I T I AT I N G T H E
C O M M U N I C AT I O N
 MESSAGE (M)

THIS IS THE CONTENT OR

I N F O R M AT I O N B E I N G
C O M M U N I C AT E D , J U S T L I K E
IN THE SMCR MODEL.
 CHANNEL (C)

THE CHANNEL REFERS TO THE

MEANS OR MEDIUM THROUGH
WHICH THE MESSAGE IS
TRANSMITTED, AS IN THE SMCR
MODEL.
 RECEIVER (R)

THE RECEIVER IS THE INDIVIDUAL

OR GROUP FOR WHOM THE
MESSAGE IS INTENDED, SIMILAR
TO THE SMCR MODEL.
 EFFECT (E)

THE "EFFECT" IS THE ADDITIONAL

STEP IN THE SMCRE MODEL. IT
R E P R E S E N T S T H E I M PA C T O R
O U T C O M E O F T H E C O M M U N I C AT I O N
ON THE RECEIVER.
 The figure shows Dwight Harold Laswell’s
model of communication which he formulated
in 1948.
Media came from the Latin word "medius", meaning middle.
This refers to the tool or set of tools people use to assist the
transfer message between the sender and receiver. The sender
pertains to the source of the message who then uses a tool
(medium) to relay the message to the receiver who intern
gives feedback (now turns to sender).
 MEDIA AND
INFORMATION
LITERACY
EVOLUTION
OF MEDIA
 MARSHALL MCLUHAN
A Canadian philosopher and professor from the University
of Toronto, born in 1911 specialized in media theory.
McLuhan came to prominence in the 1960s, just as TV was
becoming part of everyday life.
At the center of his thinking was the idea that society is
shaped by technology and the way information is shared.
He provides a clear story of how media evolved through
technological determinism.
 WHAT IS TECHNOLOGICAL DETERMINISM?

Technological Determinism is a theory that

believes technology is a steering factor in how
society develops its structure and values.
HISTORY OF
MEDIA
 TRIBAL AGE
described by the predominance of oral
communication, prehistoric people relied
on face-to-face interactions, primarily
through their auditory senses, as a
method of communication.
 AGE OF LITERACY
is when human beings learned to read and write.
McLuhan describes the introduction of phonetics as
a bombshell, installing sight at the head of the
hierarchy of senses. This development allowed
people to communicate and share information
privately.
 PRINT AGE
was highlighted by the invention of the Gutenberg press or
movable type in the 15th century. Johannes Gutenberg
invented the printing press and through this, books were
reproduced by thousands. Printing press is considered as
one of three invention that changed the whole face and
state of things throughout the world” with gunpowder and
compass. This period was characterized by the further
dominance of visual space and logical thinking.
 ELECTRONIC AGE
is characterized by the dominance of the electronic
media. McLuhan went further by describing the
electronic age as a force that turned the planet into a
global village, where people are all globally
connected, even at a distance. One example is the
development of the television in 1941.
NEW MEDIA OR
INFORMATION AGE