1. INFLUENCE OF MEDIA
AND INFORMATION TO
COMMUNICATION
LESSON 1
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

2. Most Essential Learning Competencies
 Describe how communication is influenced by
media and information.
 Identify the similarities and differences of media
literacy, information literacy, and technology literacy.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

3. TOPIC OUTLINE
Introduction to Media and Information Literacy
A. COMMUNICATION
 Define communication and media
Identify the two basic types of communication
Discuss the elements of communication and communication
models
Define Media and Information Literacy
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

4. WHAT IS COMMUNICATION?
The act or process of using words, sounds,
signs, or behaviors to express or exchange
information or to express your ideas, thoughts,
feelings, etc., to someone else.
The exchange of information and the expression
of feeling that can result in understanding.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

5. TWO BASIC TYPES OF COMMUNICATION
Examples:
Signs
Symbols
Colors
Gestures
Body Language
Facial Expressions
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

6. TWO BASIC TYPES OF COMMUNICATION
Example:
Oral
Written
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

7. COMMUNICATION MODELS
LASSWELL’S COMMUNICATION MODEL
SHANNON-WEAVER’S COMMUNICATION MODEL
M E D I A A N D I N F O R M A T I O N L I T E R A C Y
OSGOOD-SCHRAMM MODEL
BERLO’S MODEL OF COMMUNICATION

8. COMMUNICATION MODELS
LASSWELL’S COMMUNICATION MODEL
(1948)
• HAROLD DWIGHT LASSWELL
• BORN ON FEBRUARY 13,1902
• DIED ON DECEMBER 18,1978
• HE IS AN AMERICAN POLITICAL
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

9. LASSWELL MODEL OF COMMUNICATION
•Believes that a convenient way to describe
an act of communication is to answer the
following questions:
WHO, SAYS WHAT, IN WHICH CHANNEL,
TO WHOM, and WITH WHAT EFFECT
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

10. COMPONENTS OF THE LASSWELL MODEL
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

11. EXAMPLE ON LASSWELL MODEL
CNN NEWS – A water leak from Japan’s tsunami-
crippled nuclear power station resulted in about
100 times the permitted level of radioactive
material flowing into the sea, operator Tokyo
Electric Power Co said on Saturday.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

12. EXAMPLE ON LASSWELL MODEL
CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power
station resulted in about 100 times the permitted level of radioactive material
flowing into the sea, operator Tokyo Electric Power Co said on Saturday.
WHO – Tokyo Electric Power Co
WHAT – Radioactive material flowing
CHANNEL – CNN News (Television medium)
WHOM – Public
EFFECT – Alert the people of Japan from the radiation
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

13. ADVANTAGE OF LASSWELL MODEL
EASY AND SIMPLE
SUITS FOR ALMOST ALL TYPES OF
COMMUNICATION
USES THE CONCEPT OF EFFECT
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

14. DISADVANTAGES OF LASSWELL MODEL
•NO FEEDBACK- no return of the message, the
receiver cannot absorb the message.
•NOISE WAS NOT MENTIONED
•A LINEAR MODEL OF COMMUNICATION
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

15. TRANSMISSION MODELS
SHANNON-WEAVER COMMUNICATION MODEL (1949)
- CLAUDE ELWOOD SHANNON & WARREN WEAVER
- known as the mother of all communication models.
CLAUDE ELWOOD SHANNON
WARREN WEAVER
M E D I A A N D I N F O R M A T I O N L I T E R A C Y
- 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”

16. CLAUDE ELWOOD SHANNON
Was an american mathematician and electrical
engineer who laid the theoretical foundations
for digital circuits and information theory, a
mathematical communication model.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

17. WARREN WEAVER
Was an American scientist, mathematician,
and science administrator. He is widely
recognized as one of the pioneers of
machine translation and as an important
figure in crating support for science in the
United States.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

18. INITIAL MODEL OF SHANNON-WEAVER
DECODER
SENDER CHANNEL RECEIVER
NOISE
M E D I A A N D I N F O R M A T I O N L I T E R A C Y
ENCODER

19. EXAMPLE
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”.
CLAUDE ELWOOD SHANNON WARREN WEAVER
M E D I A A N D I N F O R M A T I O N L I T E R A C Y
Receiver:
Thomson
Encoder: Telephone (Thomson)
Channel: Cable
Noise: Distraction in voice
Reception: Telephone (Assistant)
Sender:
Assistant

20. NORBERT WEINER
•Was an American mathematician who
established the science of cybernetics. He
added a 7th concept (‘feedback’) to shannon-
weaver model which changed it from linear
to cyclical model.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

21. INITIAL MODEL OF SHANNON-WEAVER
CHANNEL RECEIVER
NOISE
M E D I A A N D I N F O R M A T I O N L I T E R A C Y
DECODER
SENDER ENCODER
FEEDBACK

22. OSGOOD-SCHRAMM MODEL
It is a two way circular communication between sender and
receiver. It is derived from Osgood model who gave a
circular form of communication.
It emphasizes on encoding and decoding of message. A
message is only sent when encoded by sender and
decoded its receiving by the receiver.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

23. OSGOOD-SCHRAMM MODEL
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

24. BERLO’S MODEL OF COMMUNICATION
DAVID KENNETH BERLO
BORN IN 1929, DIED IN 1996
AMERICAN COMMUNICATIONS THEORIST
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

25. BERLO’S MODEL OF COMMUNICATION
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
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

26. BERLO’S MODEL OF COMMUNICATION
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

27. ELEMENTS OF COMMUNICATION
M E D I A A N D I N F O R M A T I O N L I T E R A C Y
Listener/receiver:
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.
Speaker:
The recipient or the one who gets the message.

28. ELEMENTS OF COMMUNICATION
M E D I A A N D I N F O R M A T I O N L I T E R A C Y
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 communications.
Decoding: The process of interpreting the encoded message of
the speaker by the receiver.
Feedback:

29. 10 LEVELS OF INTIMACY IN TODAY’S
COMMUNICATION
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

30. 10 LEVELS OF INTIMACY IN TODAY’S
COMMUNICATION
The graphic below is a neat
representation of the present most
popular forms of communication. It ranges
from 10 as the most intimate to 1 as the
least intimate. Communication in the most
intimate range involves visual or
auditory interaction, whereas the least
intimate forms lack this.The ranking in
this graphic is definitely a matter of
opinion and subjective in nature.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

31. 10 LEVELS OF INTIMACY IN TODAY’S
COMMUNICATION
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

32. MEDIA AND INFORMATION LITERACY
WHAT IS MEDIA LITERACY?
WHAT IS INFORMATION LITERACY?
WHAT IS TECHNOLOGY (DIGITAL)
LITERACY?
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

33. MEDIA AND INFORMATION LITERACY
Refers to the essential competencies (knowledge,
skills and attitude) 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.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

34. MEDIA AND INFORMATION LITERACY
• MEDIA LITERACY
• The ability to read, analyze, evaluate and produce
communication in a variety of media forms.
• INFORMATION LITERACY
• The ability to recognize when information is needed and to
locate, evaluate, effectively use and communicate
information in its various formats.
• TECHNOLOGY (DIGITAL) LITERACY
• The ability to use digital technology, communication tools or
network s to locate, evaluate, use, and create information.
M E D I A A N D I N F O R M A T I O N L I T E R A C Y

35. ACTIVITY 1
M E D I A A N D I N F O R M A T I O N L I T E R A C Y
1. What is the message all
about?
2. Do you agree with the
message? Why?
3.What important lesson
can we derived from this
poster?