LESSON 1: INTRODUCTION TO MEDIA AND INFORMATION LITERACY

LET’S RECALL!

Try to recall a major miscommunication or misunderstanding that you were involved in and its
consequences. Describe such situation.

Review: What is Communication?

Communication is the actionable transfer of information from one person, group, or place to another by
writing, speaking, or using a medium that provides a means of understanding.

non-verbal and verbal information

Components of Communication

The book “Business Communication for Success” lists eight essential components of communication:

 Source - a person, group, or entity that forms, creates, sends, or forwards a message or
information.
 Message-the stimulus or meaning produced by the source for the receiver or audience.
 Channel-the tool or manner in which the messages will be carried through from the source to the
receiver.
 Receiver-receives the message from the source, analyzing and interpreting the message in ways
both intended and unintended by the source
 Feedback-the message or response of the receiver which is sent back to the source.
 Environment-the atmosphere, physical and psychological, where you send and receive messages.
 Context-the communication interaction involves the setting, scene, and expectations of the
individuals involved.
 Interference-anything that blocks or changes the source’s intended meaning of the message.

The Communication Process through Models

HAROLD LASSWELL’S COMMUNICATION MODEL

 It shows a one-way transmission of information.

 This model attempts to answer the question, “Who says what to whom, through what medium,
and with what effect?”
SHANNON AND WEAVER’S COMMUNICATION MODEL

 A development of Lasswell’s model is a version by Claude Shannon and Warren Weaver, which
takes into account the concept of noise.

 Much like in Lasswell’s, this model also indicates how communication starts with the
information source who then sends a message with the use of a transmitter (channel).
 The signals that are sent and received can vary depending on the method of communication.
However, the difference between the models comes from the incorporation of the “noise.”
 Noise refers to anything that may interfere – stop or alter – the message being carried.

DAVID BERLO’S SMCR COMMUNICATION MODEL

 Years later, David Berlo developed Shannon and Weaver’s model, shifting the focus to the
context, environment, and other factors surrounding the participants involved in the
communication process
 These factors include the following:
Communication skills, such as reading, writing, speaking, listening, and watching
Knowledge about a subject or topic.
 These factors include the following:
Attitude toward the topic and the audience
Social and cultural aspects that influence the content of the message and the manner by
which it is sent.
FORMS OF COMMUNICATION

1. Intrapersonal Communication

 It is a form of communication with oneself using internal vocalization or reflective thinking.

 We exercise intrapersonal communication more often than we consciously remember.
 We do it every time we quietly decide on what to when we contemplate on what decisions to
make, or even make observations or formulate opinions about the things around us which we
keep to ourselves.

2. Interpersonal Communication

 Interpersonal communication is a form of communication between two different people who

may or may not have a direct relationship with each other but are mutually and actively part of
the communication process.
 Interpersonal communication can be planned or unplanned, but since it is interactive, it is
usually more structured and influenced by social expectations.

3. Group Communication

 It is a type of communication between three or more people interacting to achieve a specific

objective or a certain goal. This form of communication often happens during team-based tasks
mostly done in schoolwork’s or organizational endeavors.

4. Public Communication

 This is a sender-focused form of communication in which one person is typically

responsible for conveying information to an audience.
 This form is usually seen during campaigns, speeches, or other public speaking events.
 Among the other forms of communication discussed so far, this is the most formal,
intentional, and goal-oriented type.

5. Mass Communication

 Public communication becomes mass communication when it is transmitted to many people

through print or electronic media.
 In the past, print media such as newspapers and magazines and broadcast media like TV and
radio have been the most used channels for mass communication.
 However, in the advent of technology, mass communication has slowly and strategically shifted
its medium to the internet world through websites and social media.

The Role of Media and Information in Communication

 There are two intrinsically interconnected with the concept of communication – media and
information. In other words, information is one of the reasons why communication is done in
the first place, and this information can be shared through media.
  Like communication, media have been defined in several ways by different sources. Strictly
speaking, media is the plural form of the medium; however, over the years, the term media has
taken various definitions, although similar in nature.

Definitions of Media

 makes the world a smaller place.

 makes communication convenient.
 shape’s public opinion.
LESSON 2: MEDIA LITERACY, INFORMATION LITERACY, AND TECHNOLOGY LITERACY

LITERACY

 UNESCO defines literacy as the “ability to identify, understand, interpret, create explicit
programming.
 Literacy involves a wide range of learning, wherein individuals able to develop their knowledge
and skills, achieve their goals, and participate fully in their community and wider society.
 The UNESCO Media and Information Literacy Curriculum for Teachers regard information as a
“broad term that can cover data, knowledge derived from study, experience, or instruction,
signals, or symbols.”
 When you use media, information is referred to as the “knowledge of specific events or
situation that has been gathered or received by communication, intelligence, or newspapers.

Media Literacy

 The ability to access, analyze, evaluate, and create media in a variety of forms. It aims to
empower citizens by providing them with the competencies (knowledge and skills) necessary to
engage with traditional media and new technologies.

Information Literacy

 The ability to recognize when information is needed and to locate, evaluate, and effectively
communicate information in its various formats.

Technology (Digital) Literacy

 The ability of an individual, either working independently or with others, to responsibly,

appropriately, and effectively use technological tools. Using these tools, an individual can
access, manage, integrate, evaluate, create, and communicate information.

Media literacy, information literacy, and technology literacy are combined together as Media and
Information Literacy (MIL).
 Key Concepts of mil

 All media messages are constructed.

 Audiences negotiate meaning
 Media messages have commercial implications
 Media messages have social and political implications.
 Each medium has a unique aesthetic form.

Benefits of Media and Information Literacy

 It teaches you how to verify the information and acknowledge others’ perspectives.
 It encourages audiences to think critically.
 It promotes responsible information sharing and dissemination.
 It helps you identify and understand the media’s role in our culture.
 It teaches you to think and decide objectively, factually, and reasonably.
 It encourages you to participate in public affairs as a citizen actively.
 It teaches you to create your own content responsibly.
 It makes you better appreciate media products.

Impact of Media and Information Literacy to Society

 Ultimately, MIL would form independent critical-reflective thinkers and knowledge builders. It
will “empower people to exercise their universal rights and fundamental freedoms, such
freedom of opinion and expression, as well as to seek, impart and receive information, taking
advantage of emerging opportunities in the most effective, inclusive, ethical and efficient
manner for the benefit of all individuals (UNESCO, 2014).
 Overall, well-informed citizens are able to contribute to the cultivation of a media and
information-literate population.