3RD QTR: MEDIA AND INFORMATION LITERACY

COMMUNICATION

Exchange of information and the expression of feeling that can result in understanding

VERBAL COMMUNICATION

Can be both oral and written

NON-VERBAL COMMUNICATION

• Signs

• Symbols

• Colors

• Gestures

• Body Language

• Facial Expressions

LASWELL’S COMMUNICATION MODEL (1948)

• LINEAR

• Who: Communicator

• Says What: Message

• In Which Channel: Medium

• To Whom: Receiver

• With What Effect: Effect

SHANNON-WEAVER’S COMMUNICATION MODEL (1948)

• There will be noise

• Information Source: sender

• Transmitter: Encoder

• Channel

  • Noise

• Reception: Decoder

• Destination: Receiver

• Feedback (parallel to the noise, because the kind of the feedback the receiver will have depends/varies on the noise)

OSGOOD-SCHRAMM MODEL OF COMMUNICATION (1954)

• Non-linear, but a cycle

• Message - Decoder/Interpreter/Encoder - Message - Encoder/Interpreter/Decoder - Message …

BERLO’S SMCR MODEL OF COMMUNICATION (1960)

SOURCE	MSSG	CHANNEL	RCVER
Comm. skills	Content	Hearing	Comm. skills
Attitude	Elements	Seeing	Attitude
Knowledge	Treatment	Touching	Knowledge
Soc. System	Structure	Smelling	Soc. System
Culture	Code	Tasting	Culture

COMPLEX

MEDIA EXPOSURE

Media exposure can often lead to several change in how people act or interact in society

MEDIA

• Vehicle that carries messages

• Channels which people use to send/receive information

• Sources of credible and current information created through an editorial process determined by journalistic values whereby editorial accountability can be attributed to a specific organization or a legal person

INFORMATION

Derived from study, experiences, or instructions. It can refer to any facts or details about a subject that depicts meaning to a person

TECHNOLOGY

Systematic application of one’s art or skills for a practical purpose

MEDIA LITERACY

Ability to read, analyze, evaluate, and produce communication in a variety of media forms

INFORMATION LITERACY

Ability to recognize when information is needed and to locate, evaluate, effectively use and communicate information in its various formats

TECHNOLOGY (DIGITAL) LITERACY

Ability to use digital technology, communication tools or networks to locate, evaluate, use, and create information

LASWELL’S RELATION TO MIL

• Source Credibility: evaluate the communicator’s authority, expertise, bias

• Motives and Intentions

• Message Analysis: critically assess the explicit and implicit meanings of messages

• Agenda and Bias: reflect the agenda of the sender, and media literacy helps in identifying such underlying purposes

• Medium Characteristics: each channel has distinct attributes that influence how messages are perceived

• Audience Diversity: different audiences interpret the same message in varied ways based on their context and experiences

• Evaluating Impact: media literacy helps individuals understand how media messages shape public opinion, culture, ad societal norms

SHANNON-WEAVER’S RELATION TO MIL

• Message Construction: MIL encourages understanding how media producers use techniques to encode 

• Medium Affordances: MIL highlights how each channel affects the way messages are delivered and perceived

• Audience Interpretation: MIL emphasizes that different individuals decode messages differently based on their backgrounds, knowledge, and biases

• Filter Bubbles and Echo Chambers: receivers often engage with content that aligns with their beliefs, limiting exposure to diverse perspectives. MIL promotes breaking out of such echo chambers

• Misinformation and Disinformation: In the media, noise includes false or misleading information that affects how messages are understood. MIL helps users identify and navigate such challenges

• Two-Way Communication: MIL recognizes the interactive nature of modern media, where feedback is immediate and public

TRIBAL AGE 1500 B.C - 1500 A.D

• Prevalence of oral communication

• Relied highly to face-to-face interaction through auditory senses

• Dependence on the spoken word made people stuck to their tribes to “avoid exclusion”

• Method emphasizes equality in terms of information access

• Acoustic Space: organic and integral, perceived through the simultaneous interplay of all the senses

• Rational or Pictorial Space: emphasis on the eye which is focused and linear

• Capacity to produce sound and make that sound auditory

INDUSTRIAL AGE OF LITERACY 1700 - 1930

• Installing sight as the head of the hierarchy of senses

• Rationality of the alphabet (reading - writing)

• Teaching of the alphabet to children first so they become equipped with and have access to information

• Sharing of information becomes private

• Sharing information without the need to stay within the group

• Reading and writing formed a linear way of communication paving way to other disciplines like math

INDUSTRIAL AGE OF PRINT 1700 - 1930

• China first used paper; prompted by the need to use the sense of sight to utilize communication

• Papers (Crucial to r&w) is reproduced manually limiting the access only to the elite

• Gutenberg press or movable type in the 15th century – information is no longer restricted to the privilege

• Sharing ideas became faster and acquiring information became easier

• Printing was the first mechanized handcraft through an analytical process paving way to other “inventions” that aims to improve life

• Required manual labor; dependent on the person holding the information/ doing the labor 

ELECTRONIC (OR BROADCASTING) AGE OF PRINT 1930 - 1980

• Electric media: diminishes the role of print media

• “Retrabalized” (removed from a traditional tribal social structure) people by restoring their sensory balance

• Television: affects a person’s sense of touch deeper than his sight since his medium causes the viewers to look within themselves to better understand the message (power of imagination)

• Global village: movement of information further expanded and enabled a person to be at one with humankind

INFORMATION AGE 1900 - PRESENT

• Computer and internet - digitally produced

• Emergence of this age is caused by

  • Affordable computers

  • Digitization of information

  • Internet

• Traditional media - delivers uniform, intact messages from senders

• New Media - from mere receivers of messages to senders who are also able to create content

PRINT MEDIA

Oldest form of media, any form of communication that involves paper and ink

TI-PAO

• Government gazette

• Chinese imperial courts

ACTA DIURNA

• Romans didnt know paper existed

• Carved into stone or metal

BOOKS

Oldest invention of the Sumerian ancient tyle of writing, the cuneiform

NEWSPAPER

First media to reach the mass audience

DAIL COURANT

First daily newspaper

THE SUN

Mass circulation of newspaper

MAGAZINE

Aim to entertain, inform, or advertise

MAKHAZIN

Means storehouse

JOURNAL

Periodic publication focusing on a specific field or study

BROADCAST MEDIA

Utilizes radio and television to transmit messages and programs in real time, via air space

DZRH

Oldest radio station

NEW MEDIA

Digital media that are interactive, prominence of technology of internet and other gadgets that helps proliferate the information through this media

PRIMARY

Original, uninterpreted, or “first-hand” material of information created by the person directly involved in an activity or an event

SECONDARY

Information obtained through a number of primary sources and has undergone editing or interpretation

TERTIARY

Consists of summaries and collection of both primary nd secondary sources (LEAST RELIABLE)

INDIGENOUS

Any form of media conceptualized, produced, and circulated by indigenous people as vehicles for communication, specifically for cultural preservation

TRIANGULATION

How do we check the validity, reliability, and accuracy/currency of the information

VALIDITY

How well the information supported by facts

RELIABILITY

Source of information is trustworthy and consistent

ACCURACY

Ensures it is up to date

MEDIA CONVERGENCE

• Co-existence of traditional and new media

• The co-existence of print media, broadcast media (radio and television), the internet, mobile phones as well as others, allowing media content to flow across various platforms