MEDIA AND INFORMATION LITERACY (MIL)

How Media and Information

Affect Communication

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 LET'S PUT IT THIS WAY

Activity 1.
Have you ever wondered how
Filipinos communicate?
Consider your everyday
conversations with your friends or
your family members. Do these
conversations follow the
communication process?
(Do this in your notebook)

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Activity 2: Based on your personal experience, how do you connect with your
family and friends and vice-versa? Are there any similarities you see in the
picture with how you communicate? (Do it in your notebook)

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UNIT STIMULUS

Pass the Message

1. Divide the class into groups with five members. Then, form a line.
2. The first person in each line will be given a piece of paper containing a
message. He or she needs to memorize it in 30 seconds.
3. Orally pass the message to the next person in line until it reaches the
last person.
4. The last person should proceed to the front and write the message on
the board. The group that writes the message most accurately in the
shortest time will get a point.

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CENTRAL QUESTION

What role does media play

in our reception of
information and perception
of reality?

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 Compare and Contrast

Scenario: The current

president’s first 100 days in office

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Communication
Do you still remember the five Cs
in 21st-century skills?
Creativity
Collaboration
Critical thinking
Connection
Communication
Notice that the communication
skill overlaps and subsumes with
other skills.
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Communication
Communication has a crucial
role in every aspect of human life
regardless of age, origin, and
nature of work.
It comes from the Latin word
communis, which means
“common.” This involves the
process of transmitting and
delivering information to an
intended audience.

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How many communication tool were
you using for the past few days and
weeks?

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According to Statistica.com (2020) report,
an average Filipino has 2 or 3 gadgets at
hand used for varies reason – primarily, to
communicate.

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 DEFINITION OF TERMS
Communication: pertains to a purposeful exchange of
information and messages between people or groups
of people by speaking, writing, gestures, and signs.

Messages: refer to any form of communication (information,

feelings, and ideas) passed or transmitted using a
channel. Turow (2007) described them(messages) as a
collection of symbols that appear purposefully organized
(meaningful) to those sending or receiving them.

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Media: are the methods or tools in which
information can be exchanged and
communication can be facilitated.

Interpersonal Communication: refers to the

communication between two persons,
whether they are verbal or non-verbal.

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Mediated Interpersonal Communication: refers to the process where
technology stands in between the parties communicating and
becomes the channel by which the message is sent or received.

Mass Communication: refers to communication systems used to

create, produce, and disseminate media texts to mass audiences.
Traditional forms of mass communication consist of newspaper,
radio, television, and film, it is also understood that in mass
communication, there is no immediate feedback between the
source and the receiver.

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Organizational Communication: refers to
communication used in the business
environments
Media and Information Literacy: refers to the
essential competencies (knowledge, skills,
attitudes) 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

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Technology - Hardware used to create and communicate
with media, e.g. radios, computers, telephones,
satellites, printing presses, etc.
Literacy - The ability to identify, understand, interpret,
create, communicate and compute, using printed and
written materials associated with varying contexts.
Information - A broad term that covers processed data,
knowledge derived from study, experience, instruction,
signals or symbols.

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Activity 3. List Down Scenarios showing a form of
Interpersonal Communication and Mass Communication
INTERPERSONAL MASS COMMUNICATION
COMMUNICATION

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Communication Models

Let’s Analyze!

Shannon and Weaver model Schramm’s model Charles Osgood’s model

Fig. 2. Communication Process

Activity 4: Study the three illustrations above and determine their

similarities. (Do this activity in your notebook)
Communication Models

Shannon and Weaver model refers to a two-way process that

reinforces that the message needs to be deconstructed if there is a
greater noise or disturbance to lessen ambiguity.

Charles Osgood’s model explains the circular process in which the

roles of being a source and a receiver can be interchanged and done
simultaneously with the help of a feedback mechanism.

Schramm’s model emphasizes the shared experiences and

understanding between the sender and the receiver.

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Communication Models
Shannon and Weaver model refers to a two-way process that
reinforces that the message needs to be deconstructed if there is a
greater noise or disturbance to lessen ambiguity.

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Communication Models
Shannon and Weaver model

Sender : The originator of message or the information source selects desire

message

Encoder : The transmitter which converts the message into signals

Note: The sender’s messages converted into signals like waves or Binary data
which is compactable to transmit the messages through cables or satellites. For
example: In telephone the voice is converted into wave signals and it transmits
through cables

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

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Communication Models
Shannon and Weaver model

Note : The receiver converts those binary data or waves into message which is
comfortable and understandable for receiver. Otherwise receiver can’t receive
the exact message and it will affect the effective communication between sender
and receiver

Receiver : The destination of the message from sender

Note : Based on the decoded message the receiver gives their feed back to
sender. If the message distracted by noise it will affect the communication flow
between sender and receiver

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Communication Models
Shannon and Weaver model
Noise: The messages are transferred from encoder to decoder through channel.
During this process the messages may 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

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Practical Example of Shannon-Weaver model of communication :
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.
Due to transmission error or noise, Assistant can’t able to understand
Thomson’s messages.
*The noise which affect the communication flow between them.

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Criticism of Shannon-Weaver model of
communication :
1. One of the simplest model and its general applied in various
communication theories
2. The model which attracts both academics of Human communication
and Information theorist to leads their further research in communication
3. It’s more effective in person-to-person communication than group or
mass audience

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Criticism of Shannon-Weaver model of
communication :
4. The model based on “Sender and Receiver”.

Here sender plays the primary role and receiver plays the secondary role
(receive the information or passive)
5. Communication is not a one way process. If it’s behaved like that, it
will lose its strength. For example: Audience or receiver who listening a
radio, reading the books or watching television is a one way
communication because absence of feedback
6. Understanding Noise will helps to solve the various problems in
communication
https://www.communicationtheory.org/shannon-and-weaver-model-of-communication/

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Communication Models
Osgood- Schramm model of communication explains the
circular process in which the roles of being a source and a receiver
can be interchanged and done simultaneously with the help of a
feedback mechanism.

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Communication Models
Osgood-Schramm model
Advantage of Osgood- Schramm model of communication
1. Dynamic model- Shows how a situation can change
2. It shows why redundancy is an essential part
3. There is no separate sender and receiver, sender and receiver is the
same person
4. Assume communication to be circular in nature
5. Feedback – central feature.

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Communication Models
Charles Osgood’s model
SEMANTIC NOISE

is a concept introduced here it occurs when the sender and receiver apply
different meanings 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.

Note: When semantic noise takes place decoding and interpretation becomes
difficult and people get deviated from the actual message.

https://www.communicationtheory.org/osgood-schramm-model-of-communication/

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KEY MOMENTS
The invention of the printing press by
Johannes Gutenberg in the 15th
century paved the way for various
technological products that have
been instrumental in changing the
face of communication.

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PERFORMANCE TASK
To foster better communication in order to develop strong relationship with other
people, create a “talk show” making your household members are the
“guests.” Send your 5-10-minute video to your teacher.
Follow the outline below when developing your talk show.
Name of the show
Theme of the show
Run time
Topic for Discussion
Name of guests
Guide Questions for the guests 1.
2.
3.
4.
5.
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 Act It Out
Topic:

Group Form of Media

1 print
2 television broadcast
3 radio broadcast
4 digital media

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Stoplight

STOP CONTINUE START

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