Republic of the Philippines

Department of Education
Regional Office IX, Zamboanga Peninsula

12
Zest for Progress
Z Peal of artnership

English
Quarter 2 – Module 1:

Influence of Media

Name of Learner: ___________________________

Grade & Section: ___________________________
Name of School: ___________________________
 What I Need to Know
This module provides you the introduction to the complex yet important world
of media and information. The knowledge that you will obtain from this module will
enable you to understand how media and information affect and eventually influence
the modes of communication. Communication connects people and establishes
relationship among individuals.

The module will enable you to do the following competencies: First, describe
how communication is influenced by media and information. Second, discuss the
responsible use of media and information.

While and after going through this module, you are expected to:
1. define communication;
2. identify the basic types and elements of communication;
3. describe the influences of media and information to communication;
4. show appreciation on the use of communication models; .and
5. discuss the responsible use of media and information.

What’s In
Activity 1. Communication Web
Directions. Define communication using the web chart. Keep your answers short.

What is
communication?

Why do we
communicate?

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 What’s New
Directions: Describe the kind of information that each photo provides.

Photo Description of the Kind of Information

What is it
➢ The exchange of information and the expression of
feeling that can result in understanding
Communication

Basic Types of
Communication

Non-verbal Verbal
Communication Communication

signs oral
symbols written
colors
gestures
body language
facial expressions

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Communication Models
A. Transmission Model -Lasswell’s Communication Model (1948)

Who In Which With what

Says What To Whom
COMMUNICATOR
channel effect
MESSAGE RECEIVER
MEDIUM EFFECT

The Lasswell Communication Model is also called a ‘linear model of

communication’, ‘uni-directional process’ or ‘action model, because it describes a one-way
process within communication. It is seen as one of the most influential communication
models. The model consists of five components that are used as an analysis tool for
evaluating the entire communication process. The previous ‘W’ questions are the basis for
these components. The answers to these questions provide insight into the communication
between people.

B. Transmission Model -Shannon-Weaver’s Communication Model (1948)

Sender Encode Channel Decoder Receive

r r

Noise

Feedback
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”. At first the model was developed to improve the Technical communication.
Later it’s widely applied in the field of Communication.

The model deals with various concepts like Information source, transmitter, Noise,
channel, message, receiver, channel, information destination, encode and decode.
C. Reception Model - Osgood-Schramm Model of Communication (1954)

Message
Encoder
Encoder
Interpreter
Interpreter
Decoder
Decoder

Message

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 The Osgood-Schramm model is built on the theory that communication is a two-
way street, with a sender and a receiver. Charles Egerton Osgood popularized the notion
that communication was circular rather than linear, meaning that it required two
participants taking turns sending and receiving a message.

D. Transmission Model -Westley and Maclearn Model of Communication (1954)

Event or Information
(X1, X2, X3 and X4…Xn)
• Feedback (f)
• Advocate (A)
• Channel (C)
• Audience (B)

The Osgood-Schramm model is built on the theory that communication is a two-

way street, with a sender and a receiver. Charles Egerton Osgood popularized the notion
that communication was circular rather than linear, meaning that it required two
participants taking turns sending and receiving a message.
Westely and Maclean realized that communication does not begin when one
person starts to talk, but rather when a person responds selectively to his/her physical
surroundings. This model considers a strong relation between responds from surroundings
and the process of communication. Communication begins only when a person receives
message from surroundings. Each receiver responds to the message they received based
E.on their object
Reception of orientation.- Berlo’s SMCR Model of Communication (1960)
Model

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 Components of Berlo’s Model of Communication

Sender is the source of the message or the person who originates the message. The
person or source sends the message to the receiver. The following are the factor related
to sender and is also the same in the case of receiver.

A message is the substance that is being sent by the sender to the receiver. It might be in
the form of voice, audio, text, video or other media. The key factors affecting the message
are content, elements, treatment, structure, and code.

Channel is the medium used to send the message. In mass communication and other
forms of communication, technical machines might be used as a channel like telephone,
internet, etc. But in general communication, the five senses of a human being is the channel
for the communication flow and it affects the effectiveness of the channel.

Receiver is the person who gets the message sent in the process. This model believes
that the thinking pattern and all other factors mentioned above must be in sync to that of
the sender for the communication to be effective. The message might not have the same
effect as intended if the receiver and sender are not similar. The receiver must also have
a very good listening skill. Other factors are similar to that of the sender.

What’s More

Activity 3. Making Sense

Directions: Discuss the concepts listed below.
Read this rubric first…

Criteria 3 pts. 2 pts. 1 pt.

The answers show a The answers show The answers show

Understanding of deep understanding of little understanding of no understanding
the topic the topic. the topic. of the topic at all.
The answers are clear, The answers are The answers are
Clarity detailed, well-organized clear and easy to little hard to follow.
and easy to follow. follow.

1. Why is communication a process?

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
2. How can we achieve an effective communication with other people?
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

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Activity 4. Name it Right
Directions. Identify the type of communication for each of the examples below. Choose the
answers from the box.
signs oral symbols
written colors gestures
body language facial expressions

1. memorandum -
2. soldiers waving a white flag -
3. wink of a guy -
4. fist of a friend pointed at you -
5. color wheel -
6. handshake -
7. ABS-CBN logo -
8. checkpoint signage -
9. Facebook status -
10. Vlogging -

MEDIA MESSAGES CONVEY IMPORTANT INFLUENCES

1. Mass media and other forms of communication technology have an enormous influence
in helping to shape public opinion and underlying sentiment.
2. The media is also an important accountability mechanism: it raises important issues,
corruption for example, that might otherwise never be publicly debated or addressed.

3. Media can also, in some cases, become an instrument for the dissemination of false
and inflammatory messages and values that do not promote respect or well-tempered
dialogue and discussion.

4. Media portrayals can sometimes serve to exacerbate the narrative of oppositional

forces and irreconcilable, value-based differences.

NEW MEDIA SERVE TO SHAPE OUTLOOKS MORE DIRECTLY

The web brings people together – friends, family, young people, or complete
strangers that share interests or objectives – and this can foster a sense of belonging
and identity.

How is Communication affected by Media and Information?

MEDIA INFORMATION
Communication Tools • data, knowledge
derived from study,
• Internet experience, or
• Radio Communication instruction, signals
• Television or symbols
Magazines • knowledge of
• Newspapers specific events or
situations

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 “The speed of communications is wondrous to behold. It is also true that speed can
multiply the distribution of information that we know to be untrue.”
-Edward Murrow
Media Responsibility
A. Media-Society Interrelationship
• Media draws its basic nutrients from the society to produce its contents.
• To survive, media gets its audience from society.
• Society uses media for educating and informing its individuals.
• Society uses media to bridge the communication gap between different social
groups.
B. Institution
• Media as a social institution should work like the voice of voiceless.
• It should bring the demands of down trodden.
• It should play an active role in the policy formulation and their execution.
• It should work like the watchdog.
C. Media’s Responsibilities towards Society
• The content of media should reflect truth, accuracy, objectivity and balance.
• It should be self-regulating within the framework of law and established institutions.
• It should avoid whatever might lead to crime, violence or civil disorder or give
offense to minority groups.

Activity 5. Facebook Status

Directions: Describe how you use media and information to communicate your thoughts with
people. Use Facebook as a primary example of media.

Read this rubric first…

Criteria 3 pts. 2 pts. 1 pt.

The answers show a The answers show The answers

Understanding of deep understanding of little understanding of show no
the topic the topic. the topic. understanding of
the topic at all.
The answers are clear, The answers are The answers are
Clarity detailed, well-organized clear and easy to little hard to
and easy to follow. follow. follow.

1. How do you use Facebook as a tool or medium for communication?

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
2. How did Facebook affect or change the way we communicate with other people?
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

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3. How did Facebook affect the quantity and quality of information available to people? Is it a
good thing or bad thing?
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

Activity 6. Reflection
1. My reflection on the influences of media and information to communication.
_________________________________________________________
_________________________________________________________
_________________________________________________________

What I Have Learned

Activity 7. Communication Modes
Directions. Choose one from the communication models found in the box and give an example
or a situation where such model is used. Use a diagram, a graphic organizer or an illustration
to show your answer.
Communication Models
➢ Transmission Model -Lasswell’s Communication Model (1948)
➢ Transmission Model -Shannon-Weaver’s Communication Model (1948)
➢ Reception Model -Osgood-Schramm Model of Communication (1954)
➢ Transmission Model -Westley and Maclearn Model of Communication (1954)
➢ Reception Model -Berlo’s SMCR Model of Communication (1960)
➢
Read this rubric first…
Category Exemplary Proficient Unsatisfactory
5 4 2
Arrangement Main concept easily Main concept easily Main concept not
of Concepts identified; sub identified; most sub concepts clearly identified; sub
concepts branch branch from main idea. concepts don’t
appropriately from consistently branch
main idea from main idea.
Links and Linking lines connect Most linking lines connect Linking lines not
Linking related terms/point in properly; most linking words always pointing in
Lines correct direction; accurately describe the correct direction;
linking words relationship between linking words don’t
accurately describe concepts; most hyperlinks clarify relationships
relationship between effectively used. between concepts;
concepts; hyperlinks hyperlinks don’t
effectively used function or fail to
enhance the topic.
Content Reflects essential Reflects most of the essential Contains extraneous
information; is information; is generally information; is not
logically arranged; logically arranged; concepts logically arranged;
concepts succinctly presented without too many contains numerous
presented; no excess words; fewer than spelling and
misspellings or three misspellings or grammatical errors.
grammatical errors grammatical errors.

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 Assessment
A. Discussion
Directions. Discuss the following issues briefly.
Read the rubric first…

Criteria 3 pts. 2 pts. 1 pt.

The answers show a The answers show The answers

Understanding of deep understanding of little understanding of show no
the topic the topic. the topic. understanding of
the topic at all.
The answers are clear, The answers are The answers are
Clarity detailed, well-organized clear and easy to little hard to
and easy to follow. follow. follow.

1. Why do you think we need to be responsible in sharing what we post or share on

Facebook or even in the Internet?
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________

2. How do traditional media (TV, radio, and print) provide you with the information you need?
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________

B. True or False
Directions. Write True if the statement about media is correct and False if the statement
about it is incorrect. Write your answer on the space provided before each item.
_________1. Society provides media the kind of content it produces.
_________2. Media serves as a way to represent the oppressed and neglected people in
the society.
_________3. Media is not responsible for sharing true and accurate information.
_________4. Media is a safe platform for crimes and abuses.
_________5. Media is used to bridge communication gap.

References:
Arniel Ping. (2016, June 28). Media and Information Literacy (MIL) - 1. Introduction to Media
and I…. Slideshare.Net. https://www.slideshare.net/arnielping/media-and-information-
literacy-communication?from_action=save
Children, tv, child, television, home, people, boy, family, young, watching, lifestyle | Pikist.
(n.d.). www.Pikist.Com. Retrieved September 2, 2020, from
https://www.pikist.com/free-photo-xeskt
Gohkenytp312. (2017, December 16). English: Signals ahead sign in Liberia. Wikimedia
Commons. https://commons.wikimedia.org/wiki/File:Liberian_Road_Signs_-
_Warning_Sign_-_Traffic_signals_ahead.svg

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 Google Search. (n.d.). Www.Google.Com. Retrieved September 2, 2020, from
https://www.google.com/search?
http://www.merieam-webster.com
http://dictionary.cambridge.org
Rajat Sharma. (2016, October 4). Media responsibility. Slideshare.Net.
https://www.slideshare.net/RajatSharma390/media-responsibility?from_action=save
Royalty-Free photo: Crowd watching a concert with spotlight | PickPik. (n.d.).
Www.Pickpik.Com. Retrieved September 2, 2020, from
https://www.pickpik.com/concert-performance-audience-lightshow-music-party-391
Shannon and Weaver Model of Communication. (2014, July 10). Communication Theory.
https://www.communicationtheory.org/shannon-and-weaver-model-of-
communication/
The Role of the Media and Communication. (2013). Openbookpublishers.Com; Peace
and Democratic Society.
https://www.openbookpublishers.com/htmlreader/PDS/chap06.html
What is the Lasswell Communication Model? A linear model. (2018, June 6). Toolshero.
https://www.toolshero.com/communication-skills/lasswell-communication-

Development Team
Writer: Rodolf John T. Rodriguez
Division of Zamboanga Sibugay
Ipil, Zamboanga Sibugay
Editor/QA:
Reviewer: Evelyn F. Importante
OIC-CID Chief EPS
Illustrator:
Layout Artist:
Management Team:
Jerry C. Bokingkito
OIC-Assistant SDS
Raymond M. Salvador
OIC-Assistant SDS
Dr. Jeanelyn A. Aleman, CESE
OIC-Schools Division Superintendent

10
My Final Farewell
And when the dark night wraps the graveyard
around With only the dead in their vigil to see
Farewell, dear Fatherland, clime of the sun
Break not my repose or the mystery profound
caress'd Pearl of the Orient seas, our Eden lost!,
Gladly now I go to give thee this faded life's And perchance thou mayst hear a sad hymn
best, And were it brighter, fresher, or more resound 'T is I, O my country, raising a song
unto thee.
blest
Still would I give it thee, nor count the cost.
And even my grave is remembered no
more Unmark'd by never a cross nor a
On the field of battle, 'mid the frenzy of fight,
stone
Others have given their lives, without doubt or
Let the plow sweep through it, the spade turn
heed; The place matters not-cypress or laurel or
it o'er That my ashes may carpet earthly floor,
lily white, Scaffold or open plain, combat or
Before into nothingness at last they are blown.
martyrdom's plight, T is ever the same, to serve
our home and country's need.
Then will oblivion bring to me no
care As over thy vales and
I die just when I see the dawn break,
plains I sweep;
Through the gloom of night, to herald the
Throbbing and cleansed in thy space and
day; And if color is lacking my blood thou
air With color and light, with song and
shalt take, Pour'd out at need for thy dear
lament I fare, Ever repeating the faith that I
sake
keep.
To dye with its crimson the waking ray.
My Fatherland ador'd, that sadness to my
My dreams, when life first opened to me,
sorrow lends
My dreams, when the hopes of youth beat high,
Beloved Filipinas, hear now my last good-by!
Were to see thy lov'd face, O gem of the Orient
I give thee all: parents and kindred and friends
sea From gloom and grief, from care and sorrow
For I go where no slave before the oppressor
free; No blush on thy brow, no tear in thine eye.
bends, Where faith can never kill, and God
reigns e'er on high!
Dream of my life, my living and burning
desire, All hail ! cries the soul that is now to
Farewell to you all, from my soul torn away,
take flight; All hail ! And sweet it is for thee to
Friends of my childhood in the home
expire ;
dispossessed ! Give thanks that I rest from the
To die for thy sake, that thou mayst aspire;
wearisome day !
And sleep in thy bosom eternity's long
Farewell to thee, too, sweet friend that
night.
lightened my way;
Beloved creatures all, farewell! In death there is
If over my grave some day thou seest
rest!
grow, In the grassy sod, a humble flower,
Draw it to thy lips and kiss my soul so,
While I may feel on my brow in the cold tomb
below The touch of thy tenderness, thy breath's
warm power.

Let the moon beam over me soft and

serene, Let the dawn shed over me its
radiant flashes, Let the wind with sad
lament over me keen ; And if on my cross a
bird should be seen,
Let it trill there its hymn of peace to my
ashes. Let the sun draw the vapors up to
the sky,
And heavenward in purity bear my tardy
protest Let some kind soul o 'er my untimely
fate sigh, And in the still evening a prayer be
lifted on high From thee, 0 my country, that in
(This is the 1911 translation by Charles
God I may rest.
Derbyshire of the Spanish original of José
Rizal's poem, Mi Ultimo Adiós)
Pray for all those that hapless have died,
For all who have suffered the unmeasur'd pain;
For our mothers that bitterly their woes have
cried,
For widows and orphans, for captives by torture
tried And then for thyself that redemption thou
mayst gain.

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