Media and Information Literacy Midterm-Module 1: Week 1
Media and Information Literacy Midterm-Module 1: Week 1
Media and Information Literacy Midterm-Module 1: Week 1
Information Literacy
S – Source
The source or sender is the origin of the message. According to Berlo, the following
are factors affecting the source.
Communication Skills
The ability to communicate effectively is a skill worth honing. In
communication, the way words are said is critical in delivering the right message and
ensuring that it is received well. The source should be eloquent in speech. Correct
pronunciation, proper use of pauses, and neutral or understandable accent are just
In Shannon’s model, the Information source typically refers to a person, who some of the variables affecting our communication skills. If one could utilize all these
then sends a message with the use of a transmitter. This transmitter could be any in conversation, then the process of communication can be a complete success.
instrument today, from phones to computers and other devices. The signals that are Attitude
sent and received can vary depending on the method of communication. The box at Attitude is to make or break a person. Talent can only get you far enough, but
the bottom called NOISE refers to any signals that may interfere with the message without the right attitude, you can never get to your destination. The same is true in
being carried. This again would end of the line that delivers the message to its communication. No matter how well composed your message is, without appropriate
destination, r the person intended to receive the message. attitude, you will never get your information across. For instance, if you intend to
persuade people towards a certain cause, your audience must hear that your heart is In communication, the sender of the message must translate his or her
in the same cause, or else you won’t get your desired effect. thoughts into understandable words or illustrations. This translated information is
Knowledge also known as the content. Since the content of the messages is what a receiver
In communication, the source must be able to display his or her knowledge of primarily processes in communication, it is considered as the most important
the topic of conversation. This does not necessarily mean throwing a lot of ingredient of the message. According to Berlo, content has to be sensible, accurate,
information, or using highfaluting words. This simply means delivering the message crisp, and related to the thought. By ensuring that content meets these guidelines,
clearly. Speaking straight to the point, without comprising thoroughness is important misunderstanding can be avoided.
to make your audience truly understand your message. Conveying the message with Element
enough information is source’s test of knowledge. Imagine taking a history class from a professor who is glued to his chair. Now
Social System picture him looking down on his notes all the time as he monotonously rambles on
Merriam-Webster’s dictionary defines the social system as patterned series of and on about dates, revolutions, and heroes. Sound like a snooze fest right? This is
interrelationships existing between individuals, groups, and institutions forming a because words alone do not make up a good message. A message should be
coherent whole. It is the same set of beliefs religious group share, the social norms delivered with postures, gestures, movement, and facial expressions. These
accepted in communities, the house rules of a family. Social systems are the world elements make sure that a message will have an impact on the receiver.
where people having something in common live in. Treatment
As a source, it is important to consider the social system of your audience in Berlo states that treatment is actually the way one treats his message and
starting the communication process. This is because people belonging to different how he conveys it to the listeners. It is important to know the message to determine
social systems receive and process information differently. Even if a source delivers the right way to deliver it. For example, if you are trying to reprimand naughty
the same message to two people that do not share the social system, it can have two children, you will not do so by sweet talking to them into obedience, you will do so
differing interpretations. Consider a source sharing a list of restaurants that serve the firmly.
best steaks in the country. If he delivers that to a group of meat lovers, he would Structure
definitely have their attention and maybe even receive positive feedback. However, a Whenever you tell a story, you will always start at the beginning. When you
group of vegans might be uninterested or even take offense in the same message. give instructions on fixing a phone, you go through it from the first step down to the
Culture last. When you read a novel, you begin with the prolog and end with the epilog. Much
Sources must consider the culture of their audience in communication. In like these examples, a message must be delivered with a certain structure. This
doing so, a source can show respect towards his or her listener’s cultural ensures that the message is received according to the thoughts of the sender.
background. Code
M-Message The code is the use of all the components in the message. One must be able
Message pertains to any information that is passed through communication. to use the right content, element, treatment, and structure, according to the thought
Based on Berlo’s model, any message is comprised of the following: of the sender. Through using accurate code, distortion of the message can be
Content avoided. For example, if you say “I’m pleased to meet you”with a blank expression,
and monotonous tone, your listener might think that you are not truly pleased to meet
him. The right code ensures that the receiver has the right message to encode.
C-Channel
Channel refers to the medium and how the information flows from the sender
to the receiver. (Berlo, 1960) According to him, sight, smell, taste, touch, and hearing
are the primary channels human beings used in communication
Medium pertains to the tools used in communication. It can be
R-Receiver
Receiver refers to the listener of the message. While the source is in charge
with the encoding process of communication, the receiver does the decoding.
Decoding is the process where the listener or the receiver processes the message of
the message of the source and then responds accordingly.
Berlo further explained that in order to have a smooth conversation between
the source and receiver, they should share the same platform, have a good
communication skills, exhibit the right attitude, and have same level knowledge.
However, this set up rarely if it happens in real life communication.
While Shannon and Berlo’s models are linear in structure, Wilbur Schramm Activity 1: Picture Analysis: Describe and explain your own idea with the following
adapted Osgood’s theory to develop a circular communication model. pictures. Write your answer in your answer sheet.
B. Gone are the years where people send telegrams and snail mails to one another.
Now two people communicate with another without the long wait for replies or the
worry that their messages won’t be received in a timely manner. With the existence
of email and various messaging sites and apps, communication has become faster
and easier.
It shapes public opinion
This is perfectly illustrated in surveys conducted before elections. When a TV
network broadcasts the results of recent survey, they do more than just inform the
public where their candidates currently stand. They also affect the decision-making
process of their listeners in the upcoming elections.
The Media and Information Producers and Users
Various headhunter websites describe Media Producers as someone who
overseas projects (e.g. films, TV shows) from conception to completion and may also
The role of Media and Information in Effective Communication be involved in the marketing and distribution processes. In recent years, however,
Most households have television, cars have radios, many take their morning media producers now include those who contribute intellectual or creative content in
coffee with a newspaper, everybody has a smartphone, and computers are both the traditional media platforms (print, radio, and TV) and new media (internet).
everywhere. Indeed, the media has become a constant in the lives of everyone. It is Media users refer to the audience or consumers of media. They are the receivers of
not surprising that because of this, media and information plays a vital role in information disseminated by media producers. The producer and user can
effective communication. alternatively act as both in the process of communication.
It makes the world a smaller place Producers and users of media and information may have the following
Today, at any given point in time, a person can be connected to anyone else in purpose:
the world. Communication between two parties from the opposite sides of the world 1. To inform
is now possible. Social media platforms brought people from different locations, 2. To educate
background, culture, and race together. Dating websites have even made love 3. To Entertain
possible cross continents. Apart from direct communication, today’s media created 4. To advocate
bridges between countries. If one needs information about a place they’ve never 5. To promote business
been to, all he or she needs to do is look it up on the web. Even news channels are 6. To increase network
now broadcasting internationally. Disney had it right when they wrote the song “It’s a The Media Habits, Lifestyles, and Preferences
small world.” Thanks to media, this has become more factual than just some cute Users consume media according to their habits, lifestyles and preferences.
tunes for children. These three determine the types and forms of media that an individual is likely to
It makes communication convenient patronize. Individual’s choice of media platform, use of the platform, and frequency of
usage determine his or her media persona.
A person’s normal use of media pertains to media habits. For instance, most
people regularly grab and read newspaper every morning to get the latest
information on the happenings in the country.
Media lifestyle, on the other hand, refers to a person’s use of media based on
his r her lifestyle. This includes the styles, interests, and attitudes of individuals. For
example, sport active individuals may use The Internet to find to search for the
fashion and entertainment updates. Moreover, media preference pertains to a
person’s choice of media platform. The media preference of an individual may be
affected by the accessibility, availability, affordability, and convenience of media
platform. For example, everyone needs to be informed on the daily news. And there
are many media platforms that can be sources of news. However, some people
prefer newspaper because it can inexpensively availed just at the corner of the street
r delivered straight from the doorstep of the users.
Activity 2: Formative Assessment: Describe and explain your own idea with the
following pictures. Write your answer in your answer sheet.
C.
A.
B. Create your own definition and examples inside the Venn Diagram
D.
SUMMARY
C. Oral Communication
D. Written Communication
2. Broadly defined as data, knowledge, or instructions through the signals or
symbols.
A. Communication
B. Information
C. Media
D. Technology
3. This is the type of communication practiced in corporate meetings, conferences,
academic seminars, political sessions, and juridical proceedings.
A. Formal Communication
B. Informal Communication
C. Non-verbal Communication
D. Verbal Communication
4. It refers to tools used by the source to disseminate information to the receivers
A. Information
B. Literacy
C. Media
D. Technology
5. It pertains to any information that is passed on through communication
Post-test A. Media
B. Message
1. Type of communication that uses spoken word?
C. Receiver
A. Formal Communication
D. Source
B. Non-verbal Communication
6. The ability to access, analyzes, evaluate, and communicate information in a A. Formal Communication
variety of forms, including print and non-print messages. B. Informal Communication
A. Communication Literacy C. Non-verbal Communication
B. Information Literacy D. Verbal Communication
C. Media Literacy 10. Refers to the listener of the message. While the source is in charge with the
D. Technology Literacy encoding process of communication, the receiver does the decoding. Decoding is
7. A set of abilities requiring individuals to “recognize when information is needed the process where the listener or the receiver processes the message of the
and have the ability to locate, evaluate, and use the needed information message of the source and then responds accordingly.
effectively.” A. Information
A. Communication Literacy B. Message
B. Information Literacy C. Receiver
C. Media Literacy D. Sender
D. Technology Literacy
References
8. The understanding of the concepts behind computing equipment, network
connectivity, and application software; the skills to responsibly use appropriate Books
technology to access, synthesize, evaluate, communicate, and create information
K to 12 Senior High School Core Curriculum – Media and Information Literacy
to solve problems and improve learning in all subject areas; the ability to acquire December 2013
new knowledge for on-going and lifelong learning in 21st century global
Websites
workplace.
A. Communication Literacy https://sites.google.com/prod/view/elearningmil/lessons/introduction-to-media-
B. Information Literacy and-information-literacyIllustrations
C. Media Literacy https://sites.google.com/prod/view/elearningmil/lessons/introduction-to-media-
D. Technology Literacy and-information-literacy/media-literacy-information-literacy-and-technology-
9. A form of communication in which message is transmitted verbally; word of literacy
mouth and a piece of writing do communication?
https://www.slideshare.net/arnielping/media-and-information-literacy-
communication
Illustrations