Introduction to Media and Information Literacy - Module 1

INTRODUCTION TO MEDIA AND INFORMATION LITERACY

MODULE 1

THE BASIC CONCEPTS OF COMMUNICATION

What is Communication?

• Definition: Communication is the transmission of a message from a source to a receiver.

  • Reference: (Baran, 2021, p. 5)

The Basic Communication Process

• Illustration:

  • A source sends a message through a medium to a receiver, producing some effect.

  • Reference: (Baran, 2021, p. 5)

Key Components of Communication

1. SOURCE

   • The originator or initiator of the message; sender or encoder of information.

2. ENCODING

   • Pertains to the sender’s creation and organization of ideas to form a message.

3. MESSAGE

   • The product of the sender’s encoding.

4. CHANNEL

   • The route traveled by the message from the source to its recipient.

5. DECODING

   • The process by which the receiver translates or interprets the source’s message to convey meaning.

6. RECEIVER

   • The individual or the audience intended to receive the information.

7. FEEDBACK

   • The response of the receiver to the message.

8. NOISE

   • Pertains to any distraction, interference, or hindrance in a communication process.

Types of Communication

1. Intrapersonal Communication

   • The communication that takes place within a person.

2. Interpersonal Communication

   • The communication that occurs between two (dyad) or more persons (small group) interacting with each other to convey information.

3. Mediated or Machine-Assisted Communication

   • A type of interpersonal communication that uses mechanical devices and technological devices (electronics and computers) and the internet.

4. Public Communication

   • Involves an individual delivering a speech or a message in front of an audience.

5. Mass Communication

   • Involves two or more persons using mechanical and technological devices to produce and transmit messages to a large number of mixed audiences.

Models of Communication

1. Linear or Transmission Model of Communication

   • Description: A one-way process of communication where a sender intentionally transmits a message to a receiver.

   • Reference: (Ellis & McClintock, 1990)

2. Interactive or Interaction Model of Communication

   • Description: A process in which participants alternate positions as sender and receiver, generating meaning by sending messages and receiving feedback within physical and psychological contexts.

   • Reference: (Schramm, 1997)

3. Transaction Model of Communication

   • Description: Describes communication as a process in which communicators generate social realities within social, relational, and cultural contexts.

Visual Illustrations of Communication Models

1. Linear or Transmission Model (Shannon and Weaver, 1948)

• Components:

  • Source, Transmitter, Message, Receiver, Destination, Signal Received, Signal, Message, Noise.

• Visual Representation:

  

2. Interactive or Interaction Model (Schramm Model)

• Components:

  • Message, Encoder, Interpreter, Decoder.

• Visual Representation:

  

3. Transaction Model (Barnlund's Transactional Model, 1970)

• Components:

  • Decoding, Encoding, Public cues, Private cues, Nonverbal behavioral cues, Verbal behavioral cues, Message.

• Visual Representation:

  

Identifying the Model of Communication

1. Destination: The location where the message is sent.

2. Signal Received: The outcome of the message transmission.

3. Noise: Can cause misinterpretation of the original message.

   • Example: In the linear model, a noise could interfere with the clarity of the transmitted message from the sender to the receiver.

Answers to Key Components in Communication

1. Encoding: Pertains to the sender’s creation and organization of ideas to form a message.

2. Feedback: It is the response of the receiver to the message.

3. Receiver: The individual or audience intended to receive the information.

4. Channel: The route traveled by the message from the source to its recipient.

5. Source: The originator or initiator of the message; sender or encoder of information.

6. Public Communication: Involves an individual delivering a speech or a message in front of an audience.

7. Interpersonal Communication: The communication that occurs between two or more persons (small group) interacting to convey information.

8. Machine-Assisted Communication: A type of interpersonal communication utilizing mechanical and technological devices and the internet.

9. Transaction Model: Describes communication as a process generating social realities within social, relational, and cultural contexts.

Application: Crafting Your Own Model of Communication

• Students are encouraged to design their own model of communication considering the elements discussed in the presentation.