CHAPTER SIX

6.1. Media communication

• Media communication refers to the process of
transmitting information, ideas, and messages through
various forms of media to a wide audience.
• It plays a crucial role in shaping public opinion,
disseminating news and information, and facilitating
the exchange of ideas in society.
• Media communication encompasses both traditional
and new media platforms, including print media
(newspapers, magazines), broadcast media (television,
radio), & digital media (websites, social media), and
other emerging forms of media.
8/27/2025 1
• The key elements of media communication :
Sender/Source:
Message:
Medium/Channel:
Receiver/Audience:
Feedback:
Types of media communication
• Print Media: This includes newspapers,
magazines, books, pamphlets, and other printed
materials. Print media traditionally provides in-
depth coverage of news, feature articles, analysis,
and opinion pieces. 8/27/2025 2
• Broadcast Media: This comprises television
and radio broadcasting. Television broadcasts
visual and audio content, including news
programs, documentaries, entertainment shows,
and advertisements.
• Digital Media: This refers to media content
that is distributed and accessed through digital
platforms.
• It includes websites, online news portals, blogs,
social media platforms, streaming services,
podcasts, and digital publications.

8/27/2025 3
• Social Media: This subset of digital media
centers on online platforms and applications
designed for social interaction, content sharing,
and networking. Social media platforms, such as
Facebook, Instagram, Twitter, LinkedIn, and
YouTube.
• Advertising Media: Advertising media
encompasses various channels used for marketing
and promotional purposes. It includes print
advertisements in newspapers and magazines,
television and radio commercials, online display
ads, sponsored content, influencer marketing,
outdoor advertising (billboards, signage), and direct
mail. 8/27/2025 4
• Outdoor Media: Outdoor media refers to
advertising and communication displayed in public
spaces. This includes billboards, digital signage,
transit ads (on buses, trains, taxis), street furniture
ads (bus shelters, kiosks), and other outdoor displays
that reach a wide audience.
• News Media: News media encompasses outlets
dedicated to reporting and disseminating news and
current affairs. This includes newspapers, news
websites, news television channels, news radio
stations, and news agencies.
8/27/2025 5
• Entertainment Media: Entertainment media
covers various mediums that provide
entertainment content to audiences. This includes
television shows, films, music, music videos, online
streaming platforms, gaming, online entertainment
news portals
• Interactive Media: Interactive media involves
communication and engagement with the audience
through interactive technologies. This includes
video games, virtual reality (VR), augmented reality
(AR), interactive websites, mobile applications, and
interactive installations.
8/27/2025 6
6.2. Media communication can serve
several purposes:
• Informing: media provides news,
information, and educational content to keep
the audience informed about current events
• Persuading: Media can be used to influence
public opinion, shape attitudes, and promote
products, services.
• Entertaining: Media offers entertainment and
leisure content, including movies, TV shows,
music, games, and other forms of leisure activities.

8/27/2025 7
• Social Cohesion: Media plays a role in creating a
sense of community and shared experiences by
facilitating communication and interaction among
individuals and groups.
• Cultural Reflection: Media communication reflects
and shapes cultural values, norms, and identities by
portraying and representing different aspects of
society.
• However, media communication is not without
challenges and considerations.
• Issues such as media bias, fake news, privacy
concerns, information overload, and the influence of
media on public opinion are important areas of
discussion and scrutiny.
8/27/2025 8
 6.3. Oral Communication
• Oral communication is a fundamental aspect of human
interaction and plays a vital role in various personal,
social, educational, and professional contexts. Here are
some key aspects of oral communication:
• Sender and Receiver
• Verbal Expression
• Face-to-Face Interaction:
• Conversations and Dialogues
• Presentations and Public Speaking
• Listening Skills
• Non-Verbal Communication:
• Feedback and Interaction
8/27/2025 9
• Additional aspects and considerations related
to oral communication:
- Clarity and Conciseness:
- Active Listening
- Body Language and Non-Verbal Cues
- Adaptation to Audience:
- Confidence and Presentation Skills:
- Overcoming Barriers:
- Feedback and Adaptation:
- Technology and Oral Communication:

8/27/2025 10
• Several types of oral communication occur in
different contexts and serve various purposes.
- Conversations:
- Presentations
- Meetings
- Interviews:
- Public Speaking:
- Teleconferences and Video Conferences:
- Phone Calls:
- Voice Messaging
- Oral Reports:
- Group Discussions:
8/27/2025 11
6.3.1 Speech
• Speech refers to the verbal expression of thoughts,
ideas, or information through spoken words.
• It is a form of human communication that involves the
use of vocal sounds, language, and gestures to convey
meaning and interact with others.
• Speech involves several components:
1. Phonemes: Phonemes are the smallest units of sound
in a language. They combine to form words and sentences.
2. Vocabulary: Vocabulary: refers to the collection of
words and their meanings that a person knows and uses
in communication. A rich vocabulary allows for precise
and varied expression.
8/27/2025 12
3. Grammar: grammar encompasses the rules and
structures that govern how words are organized and
combined to form meaningful sentences.
4. Pronunciation: Pronunciation refers to the correct
articulation of words and sounds.
5. Fluency: Fluency relates to the smooth and
effortless flow of speech. It involves the ability to
express ideas without hesitations, pauses, or
disruptions.
6. Non-Verbal Communication: Non-verbal cues,
such as facial expressions, gestures, body language,
and eye contact, are integral to speech.
8/27/2025 13
6. Intonation and Emphasis: Intonation refers to the rise
and fall of pitch in speech. It adds meaning and emotion
to words and sentences.
6.3.2. Telephoning vs face to face conversion.
• Here are some key differences between the two:
• Telephoning:
- Remote Communication: Telephoning allows people to
communicate over a distance without being physically
present in the same location.
- Auditory Communication: Telephoning relies
primarily on auditory cues. Without visual cues,
such as facial expressions and body language,
individuals must rely on vocal tone, 8/27/2025 14
- Convenience and Efficiency: Telephoning
can be convenient and time-efficient,
especially when a quick exchange of
information or a brief conversation is
needed.
- Limited Non-Verbal Cues: telephoning
lacks the visual non-verbal cues present in
face-to-face conversations.
- Facial expressions, gestures, and body
language may be missed,
8/27/2025 15
- Reduced Personal Connection:
Telephoning may feel less personal
compared to face-to-face conversation.
The absence of visual cues and physical
presence can sometimes create a sense of
distance or detachment.
Face-to-Face Conversation:
• Physical Presence and Non-Verbal Cues:
Face-to-face conversation allows for direct
physical presence, enabling the exchange of non-
verbal cues such as facial expressions, gestures,
and body language.
8/27/2025 16
• Richer Communication: In face-to-face
conversation, individuals can engage in
immediate and interactive dialogue. They can
clarify information, ask questions, and
respond in real-time.
• Emotional Connection: Face-to-face
conversation facilitates a deeper emotional
connection between individuals. The ability to see
and interpret non-verbal cues contributes to better
empathy, understanding.
• Contextual Awareness: Being physically present in
face-to-face conversation allows individuals to have
a better understanding of the immediate environment
and context
8/27/2025 17
 6.3.3. Active Listening
Active listening is a communication skill that involves
fully engaging and focusing on what the speaker is
saying.
Key aspects of active listening:
- Paying Attention:
-Non-Verbal Cues
- Avoiding Interruptions
- Reflecting and Clarifying:
- Empathy and Understanding
- Asking Questions
-Active Body Language
-Responding Appropriately
- Suspending Judgment
- Practice Patience:
8/27/2025 18
 6.3.4. Interviews
Interviews are structured conversations conducted
between an interviewer (or a panel of interviewers) and an
interviewee.
• Types of Interviews: Interviews can take different
formats, such as
- structured interviews (with predetermined questions),
- unstructured interviews (more conversational and
flexible),
- behavioral interviews (focused on past behavior and
experiences),
- panel interviews (multiple interviewers), or group
interviews (multiple interviewees)
8/27/2025 19
 6.3.5. Meetings
• Meetings are scheduled gatherings of individuals or
groups to discuss and exchange information, make
decisions, coordinate activities, collaborate on
projects, or address specific topics or issues.
• Here are some key aspects of meetings:
• Purpose and Agenda:
• Participants:
• Meeting Roles:
• Communication and Collaboration:
• Decision-Making:
• Active Participation 8/27/2025 20
• Time Management
• Follow-Up and Action Items
• Meeting Etiquette:
• Evaluation and Improvement

8/27/2025 21
8/27/2025 22
8/27/2025 23
8/27/2025 24
8/27/2025 25
8/27/2025 26
8/27/2025 27
8/27/2025 28
8/27/2025 29
CHAPTER SIX

8/27/2025 30
8/27/2025 31
8/27/2025 32
8/27/2025 33
8/27/2025 34
8/27/2025 35
8/27/2025 36
8/27/2025 37
8/27/2025 38
8/27/2025 39