Media and Literacy 21st Century Vision

Five core concepts and relevant key words

1. all media messages are constructed

2. media messages are constructed using a creative language with its own rules

3. different people experience the same media message differently

4. media have embedded values and perspective

5. most media messages are organized to gain profit and power

Communication

• process of sharing and conveying messages or information from one person to another within channels, contexts, media, and cultures

Two basic human communications

1. verbal

2. non verbal

Non verbal

• signs

• symbols

• colors

• gestures

• body language

• facial expressions

Verbal

• oral

• written

Elements of communication in Shannon-weaver model

1. sender

2. encoder

3. channel

4. noise

5. decoder

6. receiver

7. feedback

Information

• processed data or knowledge derived from study, experience, instruction, signals, or symbols

• learnings based on experience, study

Media

• channels used to transmit messages

• communication tools

Technology

• application of scientific knowledge to the practical aims of human life or change human activity

• development that aims to improve lives

Sender

• information source

Encoder/Encoding

• transmitter

Channel

• medium

Noise

• blocks out channel

• interference

Decoder/Decoding

• reception

• most important part of communication

Receiver

• the destination

Feedback

• response