Media and Information Literacy

Media and
Communication

Q3 - Lesson 1
 Lesson Objectives:
1. Define communication, media and information;
2. Recognize communication as a social process ;
3. Describe the nature of communication and the concepts
related to it; and
4. Conclude how media affects human living through an
information chart.
 CHANGES IN COMMUNICATION

• Communication Then and Now: Is it Really That

Different?

• Does the “good old days” of pen, ink and voice been
outdated?
 MEDIA
• Media and other information providers play a central role in
information and communication processes. Does 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.
 COMMUNICATION

• Communication is a process in which individuals

interact with and through symbols to create and
interpret meanings. It can also be described through
its nature as follows:
Communication is a process a process that changes as the communicators’
environments changes.
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 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.
Shannon-Weaver’s Model of Communication (1948)
 Shannon-Weaver’s Model of Communication (1948)
• Sender : The originator of message or the information source selects desire message

• Encoder : The transmitter which converts the message into signals

• Decoder : The reception place of the signal which converts signals into message. A reverse process
of encode

• Receiver : The destination of the message from sender

• Noise: The messages are transferred from encoder to decoder through channel. During this
process, the messages may be distracted or affected by physical noise like horn sounds, thunder
and crowd noise or encoded signals may distract in the channel during the transmission process
which affect the communication flow, or the receiver may not receive the correct message
 Shannon-Weaver’s Model of Communication (1948)
• Sender : Thomson

• Encoder : Telephone (Thomson)

• Channel : Cable

• Noise : Distraction in voice

• Reception : Telephone (Assistant)

• Receiver : Assistant.
 Shannon-Weaver’s Model of Communication (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)
Osgood- Schramm Model Of Communication (1954)

• It is a Circular Model, so that communication is something circular in

nature

• Encoder – Who does encode or sends the message (message originates)

• Decoder – Who receives the message

• Interpreter – Person trying to understand (analyses, perceive) or

interpret
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 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.”
Osgood- Schramm Model Of Communication (1954)

• Semantic noise is a concept introduced here it occurs when

sender and receiver apply different meaning to the same
message.

• It happens mostly because of words and phrases for e.g.

Technical Language, So certain words and phrases will cause
you to deviate from the actual meaning of the communication.
 Advantage of Osgood- Schramm
Model of Communication
• Dynamic model- Shows how a situation can change

• It shows why redundancy is an essential part

• There is no separate sender and receiver, sender and receiver is the same
person

• Assume communication to be circular in nature

• Feedback – central feature.

Berlo’s SMCR Model of Communication (1960)
 Berlo’s SMCR Model of Communication (1960)
• 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.
 Berlo’s SMCR Model of Communication (1960)
• Source: The source is situated where the message originates.

• Communication skills – It is the skill of the individual to communicate. For example, the ability to read, write, speak,
listen etc.

• Attitudes – This includes attitudes towards the audience, subject and towards oneself. For example, for the student,
the attitude is to learn more and for teachers, it is to help teach.

• Knowledge– Communicating also means that the person needs to be knowledgeable about the subject or topic. For
e.g. a teacher needs to know about the subject in detail that he or she teaches so that they can communicate properly
such that the students understand here.

• Social system – The social system includes the various aspects of society like values, beliefs, culture, religion and a
general understanding of society. It is where the communication takes place.

• Culture: Culture of a particular society also comes under the social system.
 Berlo’s SMCR Model of Communication (1960)
• Message

• Content – The body of a message, from the beginning to the end, comprises its content. For example, whatever the class
teacher teaches in the class, from beginning to end, is the content of the message.

• Elements – It includes various things like language, gestures, body language, etc. They constitute all the elements of a
particular message. Any content is accompanied by some elements.

• Treatment – It refers to the packing of the message and the way in which the message is conveyed or the way in which it is
passed on or delivered.

• Structure – The structure of the message refers to how it is arranged; the way people structure the message into various
parts.

• Code – The code of the message refers to the means through which it is sent and in what form. It could be, for example,
language, body language, gestures, music, etc. Even culture is a code. Through this, people give and receive messages and
communication takes place.
 Berlo’s SMCR Model of Communication (1960)
• Channel– It refers to the five sense organs. The following are the five
senses:

– Hearing
– Seeing
– Touching
– Smelling
– Tasting

• Communication occurs through one or more of these channels.

 Criticisms on Berlo’s SMCR
Model of Communication (1960)
• There is a lack of feedback. The effects are practically unknown.
• It does not mention the barriers to communication.
• There is no room for noise.
• It is a rather complex model.
• It is a linear model of communication.
• It requires people to be on the same level for effective communication to
happen. However, that rarely happens in everyday life.
• The main drawback of the model is that it omits the usage of sixth sense as
a channel of communication, which is an asset to human beings (thinking,
understanding, analyzing etc.)
Aristotle Model of Communication
 Aristotle Model of Communication
• 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 is most widely accepted
among all communication models.
 Aristotle Model of Communication
• Aristotle Model of Communication is formed with 5 basic elements

• (1) Speaker, (2) Speech, (3) Occasion, (4) Audience and (5) Effect.

• Aristotle advises speakers to build speech for different audience on

different time (occasion) and for different effects. Speaker plays an
important role in Public speaking. The speaker must prepare his speech
and analyzes audiences’ needs before he enters the stage. His words
should influence the audiences mind and persuade their thoughts towards
him.
 Aristotle Model of Communication
• 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.
 Elements of Communication
• Listener/ Receiver - the 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
The Social Media
Effect
 The Social Media Effect
• Based on the image above, communication becomes more productive and
interactive due to media and information. Message was shared through
variety of social media accounts and is shared by a number of people
proving how influential media in the communication process.

• Media and Information Literacy recognizes the primary role of information

and media in our everyday lives. It lies at the core of freedom of expression
and information - since it empowers citizens to understand the functions of
media and other information providers, to critically evaluate their content,
and to make informed decisions as users and producer of information and
media content.
 So how communication is affected by media and
information?
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,
 So how communication is affected by media and
information?
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.
 Definition of Terms
• Media - It refers to any physical object used to communicate media messages.

• Communication - The act or process of using words, sounds, signs, or behaviors to express or exchange
information, ideas, thoughts, feelings, etc., to someone else.

• Communication Model - Are diagrams that make you understand the process at a glance. They are like maps
that guide you in the understanding how communication works in different settings.

• Information - Knowledge of specific events or situations that has been gathered or received by communication,
intelligence or news.

• Media Literacy - The ability to read, analyze, evaluate and produce communication in a variety of media forms.

• Social Media - Forms of electronic communication through which people create online communities to share
information, ideas, personal messages, etc.
 Q3: Activity 1
• From the pool of
social media image,
choose one and
discuss in no less
than two (2)
paragraphs how
communication is
conveyed effectively.