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What I Need to Know

This module was designed and written with you in mind. It is here to help you master
the Media and Communication. The scope of this module permits it to be used in
many different learning situations. The language used recognizes the diverse
vocabulary level of students. The lessons are arranged to follow the standard
sequence of the course. But the order in which you read them can be changed to
correspond with the textbook you are now using.

This module will focus namely on:

• LO 1 –Describes how communication is influenced by media and information

After going through this module, you are expected to:

a) Define communication, media and information;
b) Recognize communication as a social process ;
c) Describe the nature of communication and the concepts related to it; and
d) Conclude how media affects human living through an information chart.

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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.

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What I Know

Let us determine how much you already learned.

Instruction. Select the letter only of the correct answer and write it in a separate
sheet of paper.

1. It refers to the process of sharing and conveying messages or information

from one person to another within and across channels, contexts, media,
and cultures.
A. elements C. process
B. communication D. model
2. The factor that affects the flow of information which can appear as a noise
is called ?.
A. context C. barrier
B. message D. feedback
3. The plural of medium, also known as ways to communicate information.
A. media C. information
B. message D. context
4. Whose model of communication below uses One-way communication ?
A. Aristotle C. Schramm
B. Berlo D. Shannon-Weaver
5. Field of experience being part of the communication, was introduced by?
A. Aristotle C. Schramm
B. Berlo D. Shannon-Weaver
6. A speaker centered model as the speaker has the most important role in it
and is the only one active.
A. Aristotle C. Schramm
B. Transactional D. Shannon-Weaver
7. This model has been originally intended to show how radio and
telephone technologies function.
A. Aristotle C. Schramm
B. Transactional D. Shannon-Weaver
8. It is reaction, response, or information provided by the receiver.
A. Barrier C. Receiver
B. Feedback D. Context
9. It is the process of converting the message into words, actions, or
other forms that the speaker understands.
A. Barrier C. Encoding
B. Channel D. Decoding
10. It is the means, such as personal or non-personal, verbal or nonverbal, or
the use of senses in which the encoded message is conveyed.
A. Medium C. Receiver
B. Channel D. Feedback

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Lesson

1 Media and Communication

Media and other information providers play a central role in information and
communication processes. Nowadays, 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. This module covers all the above mentioned
concepts.

What’s In

In your Oral Communication subject, Communication is a process in which

individuals interact with and through symbols to create and interpret meanings.
(Wood, 2004). It can also be described through its nature as follows:

Communication is a process that changes as the communicators’ environments

a process and needs change.

Communication is It involves within systems of interrelated and interacting parts.

systematic

Communication Symbols, verbal (with words) or nonverbal (without words), are

is symbolic the basis of language.

Notes to the Teacher

Provide additional hand-out for the learners to easily
grasp the lesson.

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What’s New

Activity 1:
Fill in the table below of the estimate number of hours you spent in each media or
information provider from previous week.

Weekly Interaction Log with Information and Information Providers

Media and Information Provider Number of Hours in a week

Youtube

Facebook

Television

Books

Others

What is It

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.

To the extent that media become an important part of every society’s communication
system, their institutional make-up can mesh with a variety of non-media
information providers, such as libraries, museums, archives, Internet information
providers, other information organizations and citizens who produce their own
content.

With the emergence of technological platform of communication, delivery of the

message increased its speed resulting to some grapevine form of communication.
To clearly understand how communication happens, it is appropriate to take a look
on the following communication models.

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Shannon-Weaver’s Communication Model (1948)

Image source:http://communicationtheory.org/shannon-and-weaver-model-of-communication/

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)

Image source: http://communicationtheory.org/osgood-schramm-model-of-communication/

The Schramm model of communication (1954), which seeks to explain how meaning
is transferred between individuals, corporations, and others, is the most commonly
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.” (McCornack, 2010, p.10, as cited in “Osgood-
Schramm model, “2015)

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Berlo’s SMCR Model of Communication (1960)

Image source: http://communicationtheory.org/berlos-smcr-model-of-communication/

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.
Aristotle Model of Communication

Image source: https://www.communicationtheory.org/aristotle%E2%80%99s-

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 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.

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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.
Listener/ receiver- he 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

Nowadays, with communication becomes highly technological, flow of information

dissemination increased its effectivity.

Source: http://www.digitalbuzzblog.com/infographic-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? Let us take a look on

the multiple roles of media in the society.

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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,
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.

What’s More

Analyze the image below, then answer the questions that follow

Image source: http://www.ovrdrv.com/10-levels-of-intimacy-in-todays-communication/

1. What is the message in this illustration?

2. Do you agree with this illustration regarding communication? Why/why not?

3. How media affects communication in our everyday living?

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What I Have Learned

1. What is communication?

2. What is media?

3. Enumerate and discuss briefly the different models of communication?

4. How media influence communication?

5. Social media is the new trend in communication because

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What I Can Do

Using the information chart below, do the following:

What’s the What do we

situation? do?

What’s
How do
the
we like it?
outcome?

Image Source: http://www.lumina.com/technology/influence-diagrams/

1. Identify local issue that could fit in the shape labelled “what’s the
situation?” Take an item of information from media sources (eg. Newspaper,
radio, television, or internet)
2. In the square labelled “what do we do?”, think of a solution to address the
identified issue.
3. In the shape labelled “what’s the outcome?” give possible effect of your
solution to the local population.

4. Finally, in the shape labelled “How do we like it?” imagine how people will
react to your identified outcome.

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Assessment

Instruction. Select the letter only of the correct answer and write it in a separate
sheet of paper.

1. This element of communication involves the information, ideas, or

thoughts conveyed by the speaker in words or in actions.

A. speaker C. barrier
B. message D. feedback

2. Which model of communication emphasizes the importance of the role of the

speaker in the communication process?

A. Aristotle C. Schramm
B. Berlo D. Shannon-Weaver

3. Which of the following statement is not true about communication and media?

A. Media can bridge effective communication.

B. Media hinders effective delivery of information.
C. Media acts as a channel of information dissemination.
D. Creative delivery of information is possible through media.

4. What model of communication introduced field of experience as an important

factor in communication?
A. Aristotle C. Schramm
B. Berlo D. Shannon-Weaver

5. The process of interpreting symbols and signs received coming from the speaker
is known as?
A. speaker C. decoding
B. encoding D. destination
C.
6. Cherry believed that communication is only effective if culture and social status
of every individual will be taken into consideration. Cherry’s belief is anchored on
whose model of communication?
A. Aristotle C. Schramm
B. Berlo D. Shannon-Weaver

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7. Media plays a great role in the democratic country as a watchdog because ?

A. It advocates corruption and maladministration.
B. It overpowers government and take actions on its own.
C. It promotes transparency in all actions of the government.
D. It influences the masses to act against the government and
its leaders.

8. The following are true about the roles of media, except ?

A. It exposes corrupt politicians.
B. It paves way to various advocacies.
C. It delimits cultural expressions among nations.
D. It facilitates democratic processes and guarantees fair
elections.

9. Which among the following is the best description of Media and

Information Literacy?
A. It is all about exchanging information.
B. It includes information and communication literacy.
C. It promotes literacy with the use and manipulation of media
contents for personal use.
D. It empowers every individual with the use of media through
developing critical thinking and life long learning skills.

10. Which of the following is true about media and communication?

A. Media disrupts fluent communication.
B. Communication is only effective if it is speaker- centered.
C. Media can produce effective and efficient communication.
D. Media alters receiver’s message making it difficult to have
effective message.

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Additional Activities

From the pool of social media outlet below, choose one and discuss in no
less than three sentences how communication is conveyed effectively.

Image source: https://www.psychologytoday.com/us/blog/in-excess/201805/addicted-social-media?amp

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