Can You make a

Statement about
this picture?
AT THE END OF THE LESSON, YOU WILL BE
ABLE TO:
MELCS: Describe how communication is
influenced by media and information.
Objectives:
A. Recognize the different components of in
the communication process;
B. Discuss how these components connect
and influence each other
 The Role of Media and Information in Effective
Communication
MEDIA IN OUR LIVES:

cars have radios

many take their morning
Most Households
coffee with a newspaper
have Televisions

And smartphone and computers are

everywhere
Indeed, the media has become a constant
in the lives of everyone. It is not surprising
that because of this, media and
information plays a vital role in effective
communication.

As we progress, the way we acquire and

access information also evolves. In a fast-
paced world with so many challenges,
being literate is essential for learning and
communicating. But a person needs to be
more than just literate in order to survive
and keep up with the advancement.
Communication plays a pivotal role in human development. Humans have
always communicated with one another even before traditional media
were developed and made communication easier and faster. The earliest
known symbols, which are thought to be used in communicating, are in
the form of paintings on cave walls from about 30 000 BCE (Potter, 2010).
 Written records showed human language has been in
existence around 5000 years ago. The human race used writing to
record their thoughts on a surface, such as clay, parchment, and
stones. These records were preserved and enabled other
generations of the human species to read them.
As people continued to search for innovations to
make their lives easier, different technologies were
developed, including those used in communication,
such as the media.
 MEDI

NEW
A
 The word media was derived
from the Latin word,

Medius
which means

S
MIDDL
E the transfer of communication between a
It is the plural of medium, which refers to the tool people use to
mediate or facilitate
sender and a receiver.
COMMUNICATION
PROCESS
MESSA RECEI
GE VER
2 4
3 5
1
SENDE CHANNEL EFFEC
R (MEDIUM) T
 COMMUNICATION
PROCESS
A sender, in the communication
process, is the source of the
message who may use a channel
(medium) to send the message to
a receiver or to an audience.
These receivers actively perform
the role of interpreting messages
they receive (Croteau and
Hoynes, 2003).
COMMUNICATION
PROCESS
The sender is an individual, group, or organization who
initiates the communication. This source is initially
responsible for the success of the message. The
sender's experiences, attitudes, knowledge, skill,
perceptions, and culture influence the message.
1 "The written words, spoken words, and nonverbal
language selected are paramount in ensuring the
SENDE receiver interprets the message as intended by the
R sender" (Burnett & Dollar, 1989). All communication
begins with the sender.
COMMUNICATION
PROCESS
MESSA
The process of communication begins when the sender or person
with whom the communication originates has a message.
The message is the information that is being passed on during the
GE communication process. The message connects the sender to the
receiver.
2 By definition, a MESSAGE is a compilation of information—
whether visual, verbal, or numerical—that can be written (and
read), created as images (and seen or felt), spoken (and heard),
video recorded (and seen, heard, and/or read), digitally analyzed
(and interpreted), and so forth.
COMMUNICATION
PROCESS
In the communication process, a medium is a channel or system
of communication—the means by which information (the 
message) is transmitted between a speaker or writer (the sender
) and an audience (the receiver). The plural form is media, and
the term is also known as a channel.
The medium used to send a message may range from an
3 individual's voice, writing, clothing, and body language to forms
of mass communication such as newspapers, television, and the
internet.
CHANNEL It is also Communication channels which you can send a
(MEDIUM) message to its intended audience. For example, phone calls,
text messages, emails, video, radio, and social media are all
types of communication channels.
COMMUNICATION
PROCESS
RECEI
The receiver is the person or group of persons
VER who receives the message sent by the Sender .
4 This person can also be referred to as the
recipient or destination of the information.
The receiver is responsible for making sense
of the message.
COMMUNICATION
PROCESS
Communication effects represent
the changes in the receiver behavior
that occur as a result of transmission
of the message. So, when we speak of
5 “Effective Communication,” we mean
communication that result in changes of
EFFEC receiver's behavior that were intended
T by the source.
 The ROLE OF MEDIA :
A. It makes the world a smaller place
Today, at any given point in time, a person can
be connected to anyone else in the world.
Communication between two parties from the
opposite sides of the world is now possible. Social
media platforms brought people from different
locations, background, culture and race together.
Today’s media created bridges between countries.
Even news channels are now broadcasting
internationally.
 The ROLE OF MEDIA :
B. It makes communication convenient
Gone are the years where people send
telegrams and snail mails to one another.
Now two people communicate with one
another without the long wait for replies or
the worry that their messages will not be
received in a timely manner. With the
existence of email and various messaging
sites and apps, communication has
become faster and easier.
 The ROLE OF MEDIA :
C. It shapes public opinion.
In his book “Setting the
Agenda”, Maxwell McCombs
explained that mass media shapes
public opinion. Owing to its wide
reach, not to mention the
perceived credibility of the media,
they can sway the opinion of their
audience according to the
message they convey.
This is perfectly illustrated in surveys conducted
before elections. When a TV network broadcasts
the results of a recent survey, they do more than
just inform the public where their candidates
currently stand. They also affect the decision-
making process of their listeners in the upcoming
elections. For example, a person who is already
thinking about voting for 'candidate A' might
suddenly switch to 'candidate B, if he or she hears
that the latter is leading in polls. This classic case
of jumping on the bandwagon proves the extent of
mass media's influence on public opinion.
 How Communication is Affected by Media and
Information
In the 1970s up to the early 1990s,
communicating with family members or friends
who are in the province or overseas was
difficult as the modes of communication were
inadequate. For example, although making a
phone call overseas was already possible, the
charge for a long distance call is expensive.
Sending a telegram or mail is more affordable.
Unfortunately, it takes weeks before it reaches
the recipient. Thus, if the message is very
urgent, like requesting the other party to go
home or send money immediately,
communication is hampered due to the delay in
receiving the message.
 How Communication is Affected by Media and
Information
In ancient Rome, exchange of
information was relayed by a
horseback rider who delivers the
letter or message to its recipient.
When the mailing system was
developed in the 1970s, it became
a common occurrence for the
postman to get lost because of the
long journey or to fail to deliver the
letter to the correct address.
 How Communication is Affected by Media and
Information
In the past, people either send letters or visit a
person so they can talk face-to-face.
Nowadays, we can send messages and
converse regardless of distance in just a matter
of seconds via e-mail or instant messaging
system. If you want to send the information
right away, you can just use your cell phone
and text the person you need to talk to. One
does not need to travel by boat or plane to see
or talk to a loved one. There are also special
apps (applications), such as Skype and
FaceTime, where people can see each other in
real or actual time while chatting using video
conference.
 How Communication is Affected by Media and
Information
With the many forms of social
media available, such as Facebook
and Twitter, people from all over the
world can share information and
communicate without any barrier.
This is how the modes of
communication greatly improved
and continuously created more
varied media platforms.
 
WHAT is YOUR
REACTION
ABOUT THIS
PHOTO?
Sending communication through modern forms of
media is relatively fast and reliable. But how does
it influence a person?
40

87

126

356
Let us take this example.
When a person is angry at someone in the actual
world, he can express his feelings right away by
shouting at the other person. On the other hand,
40
posting resentments on social media, may be
casually ignored by others unless the user
specifically dedicates his status to someone or types 87

the letters in red or in all capital letters. Moreover, if

negative feelings or thoughts have been posted 126
online, it may upset someone else and more people
may get involved. Thus, instead of simply resolving
356
the conflict among the concerned parties only, the
situation may get out of hand.
Technology and various forms of media can create
both positive and negative impact on
communication and human interaction. Therefore,
we should effectively use our media and information
literacy skills as tools of communication and
learning.
ASSESSMEN
T:
 ASSIGNMEN
T:
ANSWER THE FOLLOWING (KINDLY WRITE IT DOWN IN
BOND PAPER or IN MS WORD DOCS and SEND IT TO OUR
GDRIVE).

1. What is Media Literacy?

2. What is Information Literacy?
3. What is Technology Literacy?