MEDINFO 31 NOTES

LESSON 1 –Introduction to Media and Information Literacy

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
(http://www.merriam-webster.com)
- the exchange of information and the expression of feeling that can result in
understanding (http://dictionary.cambridge.org)
The Communication Process
In order to understand how information flows within the media, we should first understand how
the basic communication process works.

Parts of the Communication Process

1. Source or sender. It is where the information emanates. When using technology this is the
transmitter.
2. Recipient or receiver. The person that gets the information relayed. The device that reproduce the
signal back to analog form so man can understand.
3. Information. Facts provided or learned about something or someone; what is being conveyed in a
communication.
4. Channel. It is a passageway, the medium of access for a thing, a communication, or an idea.

Two Basic Types of Communication

1. Verbal Communication – communicates with the use of words. May be communicated orally or
written down.
2. Non-Verbal Communication – communicates without the use of words through signs, symbols,
gestures, body language, facial expressions, images, colors, etc.

Models of Communication
1. Laswell’s Communication Model - the model is relatively straightforward and tells you that
communication originates from someone and their message flows through a channel, either through
sound waves or light waves, and that someone on the other end receives the message with a
corresponding effect.

(Who) (Says (In Which (To (With

What) Channel) Whom) what
COMMUN effect?)
ICATOR MESSAGE MEDIUM RECEIVER
EFFECT

2. Shannon-Weaver’s Communication Model - incorporates the concept of NOISE that refers to

anything that interferes with the message
3. Osgood- Schramm Communication Model - Communication is a TWO WAY PROCESS where both
sender and receiver take turns to send and receive a message. The message is only sent after
encoding so the sender is also called Encoder and the encoded message is decoded under receipt by
the receiver, making him the Decoder.

4. Berlo’s SMCR Model of Communication - A reception model that accounts for factors that affect
how communicators are influenced when they send and receive a message.

When you further study communication in a more advanced level, you would learn that one of
the functions of communication is to inform. This is all the more made possible through the use of media.
Ponder on one of those occasions where you read a magazine, watched a program on television, listened
to the radio, went to see a film, or surfed the internet. Any such activity involves media, information,
and communication. In a sense, you cannot do away with communicating, that is, getting and sharing
information and utilizing media to achieve both.

Definition of Media Literacy, Information Literacy, and Technology Literacy (and their Similarities and
Differences)
To define these three important concepts, let us first define their common denominator: Literacy.
Literacy - knowledge that relates to a specified subject; the quality or state of being literate
(literate – having or showing knowledge about a particular subject)

Media (plural form of medium) - refers to communication channels through which news, entertainment,
education, data, and other types of messages are disseminated.

Media Literacy - the ability to read, analyze, evaluate and produce communication in a variety of media
forms. Is understanding and using mass media in either an assertive or nonassertive way, including an
informed and critical understanding of media, what techniques they employ and their effect.
Information - is a broad term that can cover data or knowledge derived from study, experience, or
instruction, signals or symbols. In the media world, information is often used to describe knowledge of
specific events or situations that has been gathered or received by communication, intelligence or news.

Information Literacy - refers to the ability to recognize when information is needed and to locate,
evaluate, effectively use and communicate information in its various formats. Information Literacy is the
keystone of lifelong learning. A person becomes information literate when he has learned to maximize
all kinds of information sources in finding answers to his queries. (Information Power, 1988)

The Big 6 Approach - Eisenberg and Berkowitz (1988) introduced the BIG 6 Approach to
measure the information literacy skills of learners. This approach involves
6 systematic steps.
Information
Location and Use of
Task Definition Seeking Synthesis Evaluation
Access Information
Strategies

Skills Indicators

1.1. The student is able to define the problem

1. Task Definition
1.2. The student is able to identify the information needed to complete the task

2. Information Seeking 2.1. The student is able to determine all possible sources
Strategies 2.2. The student is able to select the best source

3.1. The student is able to locate sources

3. Location and Access
3.2. The student is able to find information within sources

4.1. The student is able to engage the information in a source

4. Use of Information
4.2. The students is able to extract relevant information

5.1. The student is able to organize information from multiple sources

5. Synthesis
5.2. The student is able to present the result

6.1. The student is able to judge the result (effectiveness)

6. Evaluation
6.2. The student is able to judge the process (efficiency)

Technology - is defined as the science in industry, engineering, etc., to invent useful things or solve
problems. The application of scientific knowledge for practical purposes, especially in industry.

Technology Literacy - is the responsible means of using various technological tools in order to meet
one’s goals in acquiring and giving the right information.

In a nutshell…

• The ability to read, analyze, evaluate and produce

Media Literacy
communication in a variety of media forms.
• The ability to recognize when information is needed and
Information Literacy to locate, evaluate, effectively use and communicate
information in its various formats.
• The ability to use digital technology, communication tools
Technology/Digital
or networks to locate, evaluate, use, and create
Literacy
information.
END