MEDIA AND
INFORMATION LITERACY
HOW COMMUNICATION IS INFLUENCED BY MEDIA
AND INFORMATION?
Lesson 1
OBJECTIVES
1. 2. 3. 4.
Define Describe the Conclude how
Recognize nature of media affects
communication communication
, media and communication human living
as a scoial and the through an
information process concepts information
related to it; chart
and
Introduction
Media and other information providers play a central role in
information and communication processes. Nowadays, media become
the common outlet of self-expression and creativity. Its huge influence
spreads speedily across the globe. The connection between
technological advances and people’s connectivity created a huge
impact to the lives of today’s generation.
What is
communication?
In your Oral Communication subject,
Communication is a process in which
individuals interact with and through symbols
to create and interpret meanings. (Wood,
2004).
It can also be described through its
nature as follows:
Communication is a process a process that
changes as the communicators’
environments and needs change.
Communication is systematic It
involves within systems of interrelated and
interacting parts.
Communication is symbolic
Symbols, verbal (with words) or nonverbal
(without words), are the basis of language.
Communication refers to the process of conveying or
sharing information.
In the 21st centry world communication has become “
more social” due to the emergence of technology
Media are defined as sources of credible and current
information created through an editorial process
determined by journalistic values.
Process Questions:
➯ What are the five things that the old pencil maker
tells the pencil to remember before going out into
the world?
➯ Why does the pencil maker say that experiencing a
painful sharpening will make the pencil better?
➯ According to the pencil maker, what is the most
important part of the pencil?
➯ What does the pencil maker say that the pencil
must do upon every surface it is used?
➯ What does the pencil promise to do after listening to
the pencil maker's advice?
ACTIVITY 1
Fill in the table below of the estimated number of hours you spent in each
media or information provider from previous week.
Weekly Interaction Log with Information and Information
Providers
MEDIA AND INFORMATION NUMBER OF HOURS IN A WEEK
PROVIDER
YOUTUBE
FACEBOOK
TELEVISION
BOOKS
OTHERS
COMMUNICATION AND
MEDIA
Communication refers to the process of conveying or sharing
information. Since then, it is often described as a natural ability of an
individual to socialize with others. In the 21st century world,
communication has become “more social” due to the emergence of
technology. Media are defined as sources of credible and current
information created through an editorial process determined by journalistic
values. To the extent that media become an important part of every
society’s communication system, their institutional make-up can mesh
with a variety of non-media information providers, such as libraries,
museums, archives, Internet information providers, other information
organizations and citizens who produce their own content. With the
emergence of technological platform of communication, delivery of the
message increased its speed resulting to some grapevine form of
communication. To clearly understand how communication happens, it is
appropriate to take a look on the following communication models.
Shannon-Weaver’s Communication Model
(1948)
Known as the mother of all
communication models, the Shannon –Weaver
model (1949) depicts communication as a linear
or one-way process consisting of the five
elements: a source (producer of message); a
transmitter (encoder of message into signals;
and a destination. This model has been originally
intended to show how radio and telephone
technologies function. This model has been
criticized for missing one essential element in the
communication process: feedback. Without
feedback, the speaker will not know whether the
receiver understands the message or not.
Osgood- Schramm Model Of Communication
(1954)
The Schramm model of communication
(1954), which seeks to explain how meaning is
transferred between individuals, corporations,
and others, is the most commonly taught and
widely used theory of communication. Schramm
modified Shannon Weaver model by adding field
of experience, defined as “life experiences,
attitudes, values, and beliefs that each
communicator brings to an interaction and that
shape how messages are sent and received.”
(McCornack, 2010, p.10, as cited in “Osgood
Schramm model, “2015)
Berlo’s SMCR Model of Communication (1960)
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In 1960, David Berlo postulated Berlo’s
Sender-Message-Channel-Receiver (SMCR) model of
communication from Shannon Weaver’s Model of
Communication (1949). He described factors affecting
the individual components in the communication
making the communication more efficient. The model
also focuses on encoding and decoding which
happens before sender sends the message and before
receiver receives the message respectively. Berlo’s
Model has mainly, four components to describe the
communication process. They are sender, message,
channel and receiver. Each of the component is
affected by many factors.
Aristotle Model of Communication
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Aristotle(384-322 B.C) was a Greek philosopher and
writer born in Stagira, Northern Greece. While exploring the
human nature scientifically, Aristotle developed a linear
model of communication for oral communication known as
Aristotle’s Model of Communication. This is considered as the
first model of communication and was proposed before 300
B.C. It is also the most widely accepted among all
communication models. Aristotle Model is mainly focused on
speaker and speech. The Aristotle’s communication model is
a speaker centered model as the speaker has the most
important role in it and is the only one active. It is the
speaker’s role to deliver a speech to the audience. The role
of the audience is passive, influenced by the speech. This
makes the communication process one way, from speaker to
receiver.
ELEMENTS OF COMMUNICATION
Speaker - the source of information or message.
Message - any information or anything the speaker/sender wants to
communicate by using a medium.
Medium - is the form in which the speaker/sender conveys the message
Channel - is the method or means of sending or expressing the messages
Encoding- the process of converting the messages into words, actions or
other forms that the speaker understands.
Listener/ receiver- he recipient or the one who gets the message
Feedback - is the receiver’s reaction or response
Context- is the situation or environment where communication takes
place
Barrier - the factors that affect the flow of communication.
Decoding -the process of interpreting the encoded message of the
speaker by the receiver
Social Media Effects
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social-media-effect/
So how communication is affected by media and information?
Let us take a look on the multiple roles of media in the society.
1. act as channels of information and knowledge through
which citizens communicate with each other and make
informed decisions
2. facilitate informed debates between diverse social actors
3. provide us with much of what we learn about the world
beyond our immediate experience
4. are means by which a society learns about itself and builds
a sense of community,
5. function as a watchdog of government in all its forms,
promoting transparency in public life and public scrutiny of
those with power through exposing corruption,
maladministration and corporate wrong-doing
6. are essential facilitators of democratic processes and one of
the guarantors of free and fair elections
7. are a vehicle for cultural expression and cultural cohesion
within and between nations, and
8. function as an advocate and social actor in its own right
while respecting pluralistic values.
ACTIVITY 2
Analyse the image below, then answer the questions that
follow
ACTIVITY 2
Analyse the image below, then answer the questions that
follow
1. What is the message in this illustration?
_____________________________________________________
2. Do you agree with this illustration regarding communication?
Why/why not?
_____________________________________________________
3. How media affects communication in our everyday living?
_____________________________________________________
What I have learned?
1. What is communication?
______________________________________________________________________________
______________________________________________________________________________
2. What is media?
______________________________________________________________________________
______________________________________________________________________________
3. Enumerate and discuss briefly the different models of communication?
______________________________________________________________________________
______________________________________________________________________________
4. How media influence communication?
______________________________________________________________________________
______________________________________________________________________________
5. Social media is the new trend in communication because
______________________________________________________________________________
______________________________________________________________________________
Using the information chart below,
do the following:
1. Identify local issue that could fit in the shape
labelled “what’s the situation?” Take an item of
information from media sources (eg. Newspaper,
radio, television, or internet)
2. In the square labelled “what do we do?”, think
of a solution to address the identified issue.
3. In the shape labelled “what’s the outcome?”
give possible effect of your solution to the local
population.
4. Finally, in the shape labelled “How do we like
it?” imagine how people will react to your
identified outcome.
Image Source:
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From the pool of social media
outlet below, choose one and
discuss in no less than three
sentences how communication
is conveyed effectively.
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amp
Good communication is the
bridge between confusion and
clarity.
REFERENCE
S
Commission on higher Education, 2016.
Teaching Guide for Senior High School
MEDIA AND INFORMATION LITERACY CORE
SUBJECT. Media and Information Literacy
Curriculum Guide by DepEd
The social Media Effect. Retrieved June 15,
2020, from
https://academichelp.net/samples/academi
cs/essays/cause-effect/the effects-of-
social-media.html
UNESCO Media and Information Literacy
Curriculum for Teachers
IV. EVALUATION. Choose the appropriate
answer. Write only the letter of your choice.
1. This element of communication involves the
information, ideas, or thoughts conveyed by the
speaker in words or in actions.
A. speaker C. barrier B. message D. feedback
2. Which model of communication
emphasizes the importance of the
role of the speaker in the
communication process?
A. Aristotle C. Schramm
B. Berlo D. Shannon-Weaver
3. Which of the following statement is not true about
communication and media?
A. Media can bridge effective communication.
B. Media hinders effective delivery of information.
C. Media acts as a channel of information
dissemination.
D. Creative delivery of information is possible through
media.
4. What model of communication
introduced field of experience as an
important factor in communication?
A. Aristotle C. Schramm
B. Berlo D. Shannon-Weaver
5. The process of interpreting
symbols and signs received
coming from the speaker is known
as?
A. speaker C. decoding
B. encoding D. destination
