INFLUENCE OF MEDIA
AND INFORMATION TO
COMMUNICATION
LESSON 1
MEDIA AND INFORMATION LITERACY
Most Essential Learning Competencies
Describe how communication is influenced by
media and information.
Identify the similarities and differences of media
literacy, information literacy, and technology literacy.
MEDIA AND INFORMATION LITERACY
TOPIC OUTLINE
Introduction to Media and Information Literacy
A. COMMUNICATION
Define communication and media
Identify the two basic types of communication
Discuss the elements of communication and communication
models
Define Media and Information Literacy
MEDIA AND INFORMATION LITERACY
WHAT IS COMMUNICATION?
The act or process of using words, sounds,
signs, or behaviors to express or exchange
information or to express your ideas, thoughts,
feelings, etc., to someone else.
The exchange of information and the expression
of feeling that can result in understanding.
MEDIA AND INFORMATION LITERACY
TWO BASIC TYPES OF COMMUNICATION
1. NON- VERBAL COMMUNICATION
Examples:
Signs
Symbols
Colors
Gestures
Body Language
Facial Expressions
MEDIA AND INFORMATION LITERACY
TWO BASIC TYPES OF COMMUNICATION
2. VERBAL COMMUNICATION
Example:
Oral
Written
MEDIA AND INFORMATION LITERACY
COMMUNICATION MODELS
LASSWELL’S COMMUNICATION MODEL
SHANNON-WEAVER’S COMMUNICATION MODEL
OSGOOD-SCHRAMM MODEL
BERLO’S MODEL OF COMMUNICATION
MEDIA AND INFORMATION LITERACY
COMMUNICATION MODELS
LASSWELL’S COMMUNICATION MODEL
(1948)
• HAROLD DWIGHT LASSWELL
• BORN ON FEBRUARY 13,1902
• DIED ON DECEMBER 18,1978
• HE IS AN AMERICAN POLITICAL
MEDIA AND INFORMATION LITERACY
LASSWELL MODEL OF COMMUNICATION
• Believes that a convenient way to describe
an act of communication is to answer the
following questions:
WHO, SAYS WHAT, IN WHICH CHANNEL,
TO WHOM, and WITH WHAT EFFECT
MEDIA AND INFORMATION LITERACY
COMPONENTS OF THE LASSWELL
MODEL
MEDIA AND INFORMATION LITERACY
EXAMPLE ON LASSWELL MODEL
CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power
station resulted in about 100 times the permitted level of radioactive material
flowing into the sea, operator Tokyo Electric Power Co said on Saturday.
WHO – Tokyo Electric Power Co
WHAT – Radioactive material flowing
CHANNEL – CNN News (Television medium)
WHOM – Public
EFFECT – Alert the people of Japan from the radiation
MEDIA AND INFORMATION LITERACY
ADVANTAGE OF LASSWELL MODEL
EASY AND SIMPLE
SUITS FOR ALMOST ALL TYPES OF
COMMUNICATION
USES THE CONCEPT OF EFFECT
MEDIA AND INFORMATION LITERACY
DISADVANTAGES OF LASSWELL MODEL
• NO FEEDBACK- no return of the message, the
receiver cannot absorb the message.
• NOISE WAS NOT MENTIONED
• A LINEAR MODEL OF COMMUNICATION
MEDIA AND INFORMATION LITERACY
TRANSMISSION MODELS
SHANNON-WEAVER COMMUNICATION MODEL (1949)
- CLAUDE ELWOOD SHANNON & WARREN WEAVER
- known as the mother of all communication models.
- this model is specially designed
to develop the effective
communication between sender
and receiver. Also they find
factors which affecting the
communication process called
“Noise” CLAUDE ELWOOD SHANNON
WARREN WEAVER
MEDIA AND INFORMATION LITERACY
CLAUDE ELWOOD SHANNON
Was an american mathematician and electrical
engineer who laid the theoretical foundations
for digital circuits and information theory, a
mathematical communication model.
MEDIA AND INFORMATION LITERACY
WARREN WEAVER
Was an American scientist, mathematician,
and science administrator. He is widely
recognized as one of the pioneers of
machine translation and as an important
figure in crating support for science in the
United States.
MEDIA AND INFORMATION LITERACY
INITIAL MODEL OF SHANNON-WEAVER
SENDER ENCODER CHANNEL DECODER RECEIVER
NOISE
MEDIA AND INFORMATION LITERACY
EXAMPLE
Thomson made call to his assistant “come here I want to see you”. During his
call, noise appeared (transmission error) and his assistant received “I want”
only. Again Assistant asked Thomson (feedback) “what do you want Thomson”.
Sender: Thomson
Encoder:Telephone (Thomson)
Channel:Cable
Noise:Distraction in voice
Reception:Telephone (Assistant)
Receiver:Assistant
CLAUDE ELWOOD SHANNON WARREN WEAVER
MEDIA AND INFORMATION LITERACY
NORBERT WEINER
• Was an American mathematician who
established the science of cybernetics. He
added a 7th concept (‘feedback’) to shannon-
weaver model which changed it from linear
to cyclical model.
MEDIA AND INFORMATION LITERACY
INITIAL MODEL OF SHANNON-WEAVER
SENDER ENCODER CHANNEL DECODER RECEIVER
NOISE
FEEDBACK
MEDIA AND INFORMATION LITERACY
OSGOOD-SCHRAMM MODEL
It is a two way circular communication between sender and
receiver. It is derived from Osgood model who gave a
circular form of communication.
It emphasizes on encoding and decoding of message. A
message is only sent when encoded by sender and
decoded its receiving by the receiver.
MEDIA AND INFORMATION LITERACY
OSGOOD-SCHRAMM MODEL
MEDIA AND INFORMATION LITERACY
BERLO’S MODEL OF COMMUNICATION
DAVID KENNETH BERLO
BORN IN 1929, DIED IN 1996
AMERICAN COMMUNICATIONS THEORIST
MEDIA AND INFORMATION LITERACY
BERLO’S MODEL OF COMMUNICATION
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
MEDIA AND INFORMATION LITERACY
BERLO’S MODEL OF COMMUNICATION
MEDIA AND INFORMATION LITERACY
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/ The recipient or the one who gets the message.
receiver:
MEDIA AND INFORMATION LITERACY
ELEMENTS OF COMMUNICATION
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 communications.
Decoding: The process of interpreting the encoded message of
the speaker by the receiver.
MEDIA AND INFORMATION LITERACY
10 LEVELS OF INTIMACY IN TODAY’S
COMMUNICATION
MEDIA AND INFORMATION LITERACY
MEDIA AND INFORMATION LITERACY
WHAT IS MEDIA LITERACY?
WHAT IS INFORMATION LITERACY?
WHAT IS TECHNOLOGY (DIGITAL)
LITERACY?
MEDIA AND INFORMATION LITERACY
MEDIA AND INFORMATION LITERACY
Refers to the essential competencies (knowledge,
skills and attitude) that allow citizens to engage with
media and other information providers effectively and
develop critical thinking and life – long learning skills
for socializing and becoming active citizens.
MEDIA AND INFORMATION LITERACY
MEDIA AND INFORMATION LITERACY
• MEDIA LITERACY
• The ability to read, analyze, evaluate and produce
communication in a variety of media forms.
• INFORMATION LITERACY
• The ability to recognize when information is needed and to
locate, evaluate, effectively use and communicate
information in its various formats.
• TECHNOLOGY (DIGITAL) LITERACY
• The ability to use digital technology, communication tools or
network s to locate, evaluate, use, and create information.
MEDIA AND INFORMATION LITERACY
ACTIVITY 1
1. What is the message all
about?
2. Do you agree with the
message? Why?
[Link] important lesson
can we derived from this
poster?
MEDIA AND INFORMATION LITERACY
