Introduction to Media and

Information
Technology
Lesson 1
 OBJECTIVES:
• describe the nature of communication and how
communication is affected by media and information;
• identify the similarities and differences of media literacy,
information and technology literacy;
• editorialized the value of being a media and literate
individual;
• identify the characteristics of responsible users and
competent producers of media and information; and
• share media habits, lifestyles and preferences to other
people.
 Answer Me:
• How many times have you checked your
phone today?
• How many status updates have you liked and
reacted?
• How do often do you stalk your loved ones or
crush via his/her social media account?
• Can you imagine life without the use of
gadgets?
COMMUNICATION
It is a dynamic process that takes at all time.
The term communication comes from the Latin
word communicare which means “to share” .

It is a purposeful act wherin a person imparts

information between participants to share
intended meanings through common language.
 according to Shawn
Grimsely (2003)

communication is sending and receiving

information between two or more people.

The person sending the message is called the

sender while the person receiving the
information is referred as the receiver.
Communication Process
through Models
Models of communication pertain to the theoretical model utilized to
clarify the human communication process.

3 types of Communication Models:

• Linear Model

2. Interactive Model

3. Trancsactional Model
 Linear Model
This is one mode to communicate with others. It means
that the speakers only speak and never, or in simpler
terms, there is no feedback.

The message signal is encoded and transmitted through

channel in presence of noise. The sender is more
prominent in linear model of communication.
 Linear Model
Linear model was founded by Shannon and Weaver
which was later adapted by David Berlo into his own
model known as SMCR (Source, Message, Channel,
Receiver) Model of Communication.
 Components of Linear Models
Linear model is applied in mass communication like television,
radio, etc. This model is not applicable in general human
communication as general human communication has to have
feedback and responses.

01 • Sender is the person who sends a message after encoding.

• Encoding is the process of converting the message into codes

02
compatible with the channel and understandable for the receiver.

03 • Decoding is the process of changing the encoded message into

understandable language by the receiver.
 Cont...

MESSAGE
03 is the information sent
RECEIVER
by the sender to the 05 is the person who gets the
receiver.
message after decoding.
CHANNEL
04 NOISE
is the medium through 06 is the disruptions that are caused in
which the message is the communication process in
sent. channel or in understandability of the
message.
 Interactive Model
(also known as convergence model) deals with exchange of
ideas and messages taking place both ways from sender to
receiver and vice-versa.

The communication process take place between humans or

machines in both verbal or non-verbal way. This is a relatively
new model of communication for new technologies like web.
Interactive Model
 Encoder-Source-Decoder:
01
The person who originates a message is the source. The encoder and
decoder are the same person/source. The second source is also encoder as
well as decoder. The source acts as an encoder while sending the message
and as decoder while receiving the message.
The second source decodes the message, then originates another message,
encodes it and sends it to the first source. The source is known to be
encoder and decoder during the act of encoding and decoding.

COMPONENTS of IM
 cont...

02
MESSAGE
FEILD OF EXPERIENCE
Message is the information 04
sent during the interaction
Field of experience is the experience and
knowledge that the source possess which
affects the message formation and
interpretation. For example, the source’s
FEEDBACK culture, social behavior, etc.
03
The decoder forms a second message
after receiving the first which is known
as feedback.
 Transactional Model

Transactional model of communication is the exchange of

messages between sender and receiver where each take turns to
send or receive messages.

Here, both sender and receiver are known as communicators and their role
reverses each time in the communication process as both processes of
sending and receiving occurs at the same time.
The communicators can be humans or
machines but humans are taken as
communicators in this article to
analyze general communication
between humans. The model is
mostly used for
interpersonal communication and is
also called circular model of
communication.
Interactive Model
Transactional Model Concept & Example

Transactional model is the process of continuous

change and transformation where every
component is changing such as the people, their
environments and the medium used.

Due to this, it assumes the communicators to be

independent and act any way they want.
In transactional model, efficiency and reliability of
communicated message also depends on the medium used.

For example, the same message might not be perceived by a

person the same way when it is send through a phone and
when it is provided face to face. It is because of possible
loss of message on a phone call or absence of gestures.
 Factors Affecting
Transactional Models

There are many factors directly or indirectly affecting the

communication process in transaction model. These can be
environmental noise or communication barriers.

Environmental Noises can be Physical noise, physiological

noise or psychological noise.
 ENVIRONMENTAL
NOISES
Physical Noises – any external or environmental stimulus that
distracts us from receiving the intended message sent by a
communicator.
Ex.
Talking in the background
Background music
A startling noise and acknowledging someone outside of the
conversation.
 ENVIRONMENTAL
NOISES
Physiological Noises – any distraction due to a physiological
functions that interferes with communication.
• Hunger
• Fatigue
• Headache and pain
• Physiological effects from medicine that affect the way you
think or feel.
 ENVIRONMENTAL
NOISES
Psychological Noises – refers to the noise in your head that can
prevent you from concentrating.
• Wandering thoughts
• Crushing deadlines
• The presence of specific other people in the room
• Tight daily schedule
• Biases related to the speaker or content
 Transactional
Model

Transactional model relates communication to social reality of an

individual or a group of people in social, cultural and relational
contexts. Their responses cannot be predicted because they all have
different backgrounds and mental conditions. Communication pattern
depends on various factors such as physical, cultural, environmental,
social, psychological, emotional, etc.
 The Factors

01
Social Context
in communication refers to the norms, values, laws and other
restrictions of a society to communicate within a specific
limit.
It also includes rules that bind people’s ability to communicate. Society
shapes the way a person communicates. Some of the examples are:
greeting people when meeting, thanking, apologizing, etc.
 The Factors

02
Cultural Context
is the lifestyle and identity of a person. Caste, class, race,
ethnicity, gender, etc are the contexts which promotes
communication. If two people are from the same cultural
group, they will have better communication with each other.
 The Factors

03
Relational Context
Relational context of communication relates to relationship
history and manners.

Example: A person talks with an old friend differently than a stranger. Manners take
the role of communication when it is with strangers. Manners come from pre-
established norms and values, and are more scripted making interaction difficult.
Type of relationship and the roles of people create differences in the way people
communicate. Communication always occurs on the common systems of both the
parties.
Thank
You