Mil Reviewer
Mil Reviewer
Mil Reviewer
Literacy
COMMUNICATION
-in Latin is communicare, which means to share, or to make
common (Weekley, 1967)
-defined as the process of understanding and sharing meaning
(Pearson & Nelson, 2000).
COMPONENTS OF COMMUNICATION
Although intrinsic in nature, communication is deemed a complex process. The course
through which information is sent, passed, or spread, involves several elements – elements
which, in turn, have their own significant components.
The book “Business Communication for Success” lists eight essential components
of communication:
1. Source – a person, group, or entity that forms, creates, sends, or forwards a message
or information
2. Message – the stimulus or meaning produced by the source for the receiver or
audience
(McLean, 2005)
3. Channel – the tool or manner in which the messages will be carried through from the
source to the receiver
4. Receiver – receives the message from the source, analyzing and interpreting the
message in ways both intended and unintended by the source (McLean, 2005)
5. Feedback – the message or response of the receiver which is sent back to the source
6. Environment – the atmosphere, physical and psychological, where you send and
receive messages (McLean, 2005)
7. Context – the communication interaction involves the setting, scene, and expectations
of the individuals involved (McLean, 2005)
8. Interference – anything that blocks or changes the source’s intended meaning of the
message (McLean, 2005)
THE COMMUNICATION PROCESS
THROUGH MODELS
1. HAROLD LASSWELL’S COMMUNICATION MODEL
Harold Lasswell’s communication model shows a one-way transmission of information and simply illustrates a
how communication starts from a sender who transmits their message through a channel to an intended
receiver, consequently with a corresponding effect. These channels may come in a form of spoken medium or
through digital or technological instruments like phones, computers, and the like. This model attempts to answer the
question, “Who says what to whom, through what medium, and with what effect?
A development of Lasswell’s model is a version by Claude Shannon and Warren Weaver which takes into account
the concept of noise. Much like in Lasswell’s, this model also indicates how communication starts with the
information source who then sends a message with the use of a transmitter (channel). The signals that are sent
and received can vary depending on the method of communication. However, the difference of the models comes
from the incorporation of the “noise.” Noise refers to anything that may interfere – stop or alter – the message
being carried.
FORMS OF COMMUNICATION
Communication may come in different forms. These forms may vary and differ in terms of participants, channels
used, and contexts. The following are the five main forms of communication:
1. INTRAPERSONAL COMMUNICATION
It is a form of communication with oneself using internal vocalization or reflective thinking
(Communication in the Real World, 2010). We exercise intrapersonal communication more often than we
consciously remember. We do it every time we quietly decide on what to, when we contemplate on what
decisions to make, or even make observations or formulate opinions about the things around us which we
keep to ourselves.
2. INTERPERSONAL COMMUNICATION
Interpersonal communication is a form of communication between two different people who may or may
not have a direct relationship with each other but are mutually and actively part of the communication
process. Interpersonal communication can be planned or unplanned, but since it is interactive, it is usually
more structured and influenced by social expectations (Communication in the Real World, 2010).
3. GROUP COMMUNICATION
It is a type of communication between three or more people interacting to achieve a specific objective or
certain goal. This form of communication happens often during team-based tasks mostly done in school works
or organizational endeavors.
4. PUBLIC COMMUNICATION
This is a sender-focused form of communication in which one person is typically responsible for conveying
information to an audience. This form is usually seen during campaigns, speeches, or other public speaking
events. Among the other forms of communication discussed so far, this is the most formal, intentional, and goal-
oriented type.
5. MASS COMMUNICATION
Public communication becomes mass communication when it is transmitted to many people through
print or electronic media. In the past, print media such as newspapers and magazines and broadcast media
like TV and radio have been the most used channels for mass communication. However, in the advent of
technology, mass communication has slowly and strategically shifted its medium to the internet world through
websites and social media.
The definitions above all suggest that media is an instrument for transmitting information – it’s the vehicle for a
message. Books, films, paintings, songs, TV shows, poems, video games, magazines, radio podcasts, music videos, vlogs,
newspapers, emails, tweets, posts, letters, traffic signs, graphics, Instagram stories – these are all media. It may range
from print media, broadcast media, film or cinema, and new media or the internet.
You have learned that the media is only a tool to sending out information and all the instruments, channels, and
methods that encompass the media actually shapes the message that we intend to communicate. This further
tells us that the kind, quality, and quantity of information that you can communicate is determined by the media that
you use.
For instance communication through the television, TV is much better for disseminating news, information, and urgent
announcements to a wide reach of audience in a fast manner. In contrast, when you want to communicate more
personal information, you will want to choose a kind of media that protects the privacy of such information, channels
like face-to-face conversations, text and private messaging, and the like. On the other hand, if you need to present
stories that have a lot of elements, explain series of related events, or require scientific or technical explanations, then
papers and print media will be your kind of media. In other words, your choice of media should suit the kind of
message or content you wish to send or obtain.
Changes in media and technology will also change the nature of your content. For example, if you publish a
personal conversation or photo in social media, a public platform, the content you posted, despite being private in
nature, will most likely be open for public viewing and/or use. Basically, the nature of the media that you use
dictates the kind ofinformation that you can communicate as well as the form that you communicate it in.
Any alteration or problem among the elements of communication, especially in how it is packaged and
sent, will also result to a misunderstanding or miscommunication. This is the role of media and
information in effective communication.
Today, most households own televisions, cars have radios, some take their morning coffee with a newspaper, almost
everybody has a smartphone, computers are everywhere, and the internet is taking over the world. Indeed, the media has
become a constant in the lives of everyone as a source of news, information, and entertainment. It is not surprising that
because of this, media and information plays a vital role not only in communication, but in our
lives.
MEDIA LITERACY,
INFORMATION LITERACY, AND
TECHNOLOGY LITERACY
Media and information are necessities of your communicative lives. When you understand and use various media
forms to access information, you consider yourself media literate. An information literate person, on the other hand, is
able to recognize when information is most needed and is knowledgeable on how to locate, evaluate, use, and
share it in different forms. When you are digitally literate, you are able to utilize different digital technologies and
communication tools or networks to manage information. In a media saturated world, it is inevitable that we learn and
master these literacy skills.
As explained earlier, media serves as both the source and a channel. Information is the content that we share
during communication. Thus, the importance of communication, media, and information makes it essential for you to be
skilled and knowledgeable in the access and use of each of these. This is where media,information, and technology
literacy comes in.
LITERACY
-the “ability to identify, understand, interpret, create, communicate, and compute, using printed and
written materials associated with varying contexts.” (UNESCO)
-involves a wide range of learning, wherein individuals able to develop their knowledge and skills, achieve
their goals, and participate fully in their community and wider society.
INFORMATION
-broad term that can cover data, knowledge derived from study, experience, or instruction, signals, or
symbols. (e UNESCO Media and Information Literacy Curriculum for Teachers)
MEDIA LITERACY
-The ability to access, analyze, evaluate, and create media in a variety of forms. It aims to
empower citizens by providing them with the competencies (knowledge and skills) necessary to
engage with traditional media and new technologies.
INFORMATION LITERACY
-The ability to recognize when information is needed, and locate, evaluate, and effectively communicate
information in its various formats.
TECHNOLOGY(DIGITAL) LITERACY
-The ability of an individual, either working independently or with others, to responsibly, appropriately,
and effectively use technological tools. Using these tools an individual can access, manage, integrate,
evaluate, create and communicate information.
to the kinds of media you spent your time today. Reflect on the following actions and
questions:
Access – What kind of media were you absorbing? How did you get to it?
Analyze – Where you making sense of its messages? Do you need these
information?
Evaluate – Were you aware that each message was created by someone with their
own goals and opinions?
Create – When you create media, like a Facebook post or an Instagram story, what
is your responsibility to those who view it?
Act – What do you do with all that information you just received? Can you access or
locate other credible information sources?
Being media and information literate means being able to know where and how to access
sources of information; to analyze the meaning and importance of information we come
across; to evaluate the value, truthfulness, and credibility of such information; to create
produce, and share media products knowing fully well your responsibility to your
audience. With media and information literacy skills, you will have the power to think
through each of these important questions every time you pick up your phone, publish a
Facebook post, or turn on the TV.
KEY CONCEPTS OF MIL
1. ALL MEDIA MESSAGES ARE CONSTRUCTED
Messages, as products of media, are created by sources who deliberately or unconsciously choose the quality
and quantity of content they wish to send or disseminate –what to include, what to leave out, and how to portray
such information. These decisions follow the creator’s opinions and perspective, either intentional or instinctive,
as influenced by their prior knowledge, assumptions, and biases. Thus, media products are never entirely
accurate
reflections of the real world. We should ask:
• Who created this media product? What is its purpose?
• What assumptions or beliefs do its creators have that are reflected in the content?
Some media organization publish such content under the marketing arm of their websites so as to make the
audiences aware. However, some media outlets do not. Thus it is imperative that we as consumers know when we
are being fed with content that is deeply influenced by marketing or advertising. On the other hand, some media
industries belong to big and powerful network of corporations that exert influence on content and distribution. Even in
cases where media content is not deliberately made to make money – such as YouTube videos and Facebook posts
– the ways in which content is distributed may still run with profit in mind.
Thus, we should ask:
What is the commercial purpose of this media product (in other words, how will it help
someone make money)?
How does this influence the content and how it’s communicated?
4. MEDIA MESSAGES HAVE SOCIAL AND POLITICAL IMPLICATIONS
The media, as vehicles of information, may convey ideological messages about values, power, and authority. The
media as the press, being the fourth estate, also has an explicit capacity of advocacy and implicit ability to frame
social and political issues. These messages may be packaged out of conscious decisions, but more often than not,
they are the results of unconscious biases and unquestioned assumptions – and they can have a significant influence
on what we think and believe. In consequence, media have great influence on politics and on forming social
change.TV news coverage and advertising can have a huge influence on the people’s political
decisions, social views, and cultural perspectives. Representations of world issues, both in journalism and fiction, can
affect how much attention they receive; and society’s views towards different groups can be directly influenced by
how – and how often – they appear in media.
And so we ask:
Who and what is shown in a positive light? In a negative light?
Why might these people and things be shown this way?
Who and what is not shown at all?
What conclusions might audiences draw based on these facts?
In general, always remember that critical thinking is immensely necessary for discerning the media source
and the kind of information that you consume. Critical thinking trains us to take a step back, to evaluate
facts and form evidence-based conclusions. Being media and information literate doesn’t mean we always
criticize everything; rather, it means that we try to distinguish between claims and information with
evidence and those without.
BENEFITS OF MEDIA AND INFORMATION
LITERACY
1. IT TEACHES YOU HOW TO VERIFY INFORMATION AND ACKNOWLEDGE
OTHERS’ PERSPECTIVES.
Is this photo real or edited? Did this person really say this statement? Is the source of this article credible? Is this post
backed with evidence? These are the things the MIL teaches you to ask. Ultimately, it compels you to discern the
credibility of information you come across especially on the Internet.
RESPONSIBLE USE OF
MEDIA AND INFORMATION
When you understand and use various media forms to access information, you consider
yourself media literate. When you are able to recognize when information is most needed
and is knowledgeable on how to locate, evaluate, use, and share it in different forms, you are
information literate. And lastly, when you are digitally literate, you are able to utilize different
digital technologies and communication tools or networks to manage information.
INFORMATION DISORDER
-Refers to the many ways our information environment is polluted – content are fake, used out of context, or
weaponized to attack certain individuals or groups of people. Understanding this landscape is the first step towards
better and responsible use of media and information.
DISINFORMATION
– Refers to content that contains false information with the deliberate intention to mislead or
deceive the audience.
FALSE CONTEXT IMPOSTER CONTENT MANIPULATED CONTENT
– when genuine content is re- – persons’ bylines used alongside – when genuine content is manipulated
circulated out of its original articles they did not write, or to deceive
context organizations’ logos used in videos Example: Facebook page Tambayan Ni
Example: A set of photos or images they did not create BERTO Page posted the photo on
circulated on Facebook along October 16, 2019, showing Philippine
with the claim that it was taken opposition Senator Leila De Lima in a
during a ritual done by Catholic wheelchair and wearing a neck brace
priests to make President as shown in what appears to be a
Rodrigo Duterte die. The truth? screenshot of a live television news
It was from a symbolic street report. However, the photo was
theater activity called "Lamay manipulated by superimposing Senator
para sa Demokrasya" at Padre De Lima’s face over former president
Faura Street in Manila in May Gloria Macapagal Arroyo’s body.
2018.
FABRICATED CONTENT
– fabricated “news sites” or
fabricated visual
MAL-INFORMATION
– refers to information that is based on reality but is used to inflict harm
Examples:
A. Leaks to the press of private information for personal or corporate interest (e.g.revenge porn)
B. Using a picture (e.g. of a dead child, with no context or false context) in an effort to ignite hatred of a
particular ethnic group
The following are seven (7) MIL skills that you, as a media user and
producer, should develop:
1. The ability and willingness to make an effort to understand content, to pay attention,
and to filter out noise
The quality of our meaning-making is related to the effort we give it. If you want to see
and hear quality content, you should have exert effort to look for such and to understand it.
Indeed, “meanings are people.” Although a sender intends to relay information with a meaning and
purpose in mind, there will be always variances to how the receiver interprets it, an interpretation that is
influenced by his life experience, education, cultural background, social standing, biases, and other
factors. Thus, there is no absolute exact way to interpret a media message. Media literacy skills help us
think our way through this complex process of communication. Furthermore, they help us function
better in our media-rich environment, enabling us to be better democratic citizens, smarter shoppers,
and more skeptical media consumers
ACCORDING TO THE CENTER OF MEDIA LITERACY, WHEN ANALYZING MEDIA
MESSAGES, YOU SHOULD ASK THESE FIVE KEY QUESTIONS RELATED TO THE FIVE CORE
CONCEPTS OF MEDIA LITERACY:
3. How might other people understand this message differently than me? (Audience)
As cited from the Center for Media Literacy, “our differences influence our various interpretations of media
messages and second, that our similarities create common understandings.” Each individual media consumer
brings to each media encounter a unique
set of ideals, experiences, and backgrounds. These factors influence how you understand an interpret the media
you consume. As you recognize this fact, you are able to build respect and understanding to differing opinions as
well as evaluate the validity of these differing
perspectives.
Guide questions:
Imagine yourself in another’s shoes. Would someone of the opposite gender
feel the same way as you do about this message?
How might someone of a different race or nationality feel about it?
How might an older or younger person interpret this information differently?
Was this message made to appeal to a specific audience?
4. What values, lifestyles and points of view are represented in, or omitted from, this
message? (Content)
As mentioned previously, the way information is sent, packaged, and received is influenced by academic,
social, cultural, and political principles – all media content carry subtle messages that may sway our
opinions, even content providers that try to present information
objectively can have an unconscious slant. If the audiences are literate enough to question and
reasonably identify both obvious and hidden embedded values in media content, whether in news or
entertainment, they are more likely to be much more skilled in decoding a media message.
Guide questions:
What ideas or values are being “sold” to us in this message?
What political ideas are communicated in the message? Economic ideas?
What ideas or perspectives are left out? How would you find what’s missing?
What judgments or statements are made?
5. Why is this message being sent? (Purpose)
Examining the purpose of a message uncovers how it may have been influenced by money, ego or ideology and
gives you knowledge on how to interpret and respond to a message appropriately.
Guide questions:
Who’s in control of the creation and transmission of this message?
Why are they sending it? How do you know?
Who profits from this message? Who pays for it?
Who is served by or benefits from the message:
o the public?
o private interests?
o individuals?
o institutions?
MY RESPONSIBILITY AS A
MEDIA PRODUCER
1. GIVE CREDIT WHERE CREDIT IS DUE.
Today, information is right on the tip of our fingers. With the use of
technological innovations like cellphones, laptops, the Internet, we can easily
access and share information and media content – share a post, pass an
image, forward a text message However, always remember that although
some of these information is available to us, their rights still rest on their
original creators. Thus, it is important that we give proper credit to the owners
or sources of the content we use (articles, texts) or things we share (images,
posts).What happens when what you’re sharing is someone else’s property or
could harm somebody? You may be answerable to the offended party or you
may be held liable under the law or regulations of certain organizations.
As Briggs and Burke note, these advances meant that “hundreds of thousands of components could be carried
on a microprocessor.” The reduction of many different kinds of content to digitally stored information meant that
“print, film, recording, radio and television and all forms of telecommunications [were] now being thought of increasingly
as part of one complex.” This process, also known as convergence, is a force that’s affecting media today.
ROLES OF MEDIA IN A DEMOCRATIC SOCIETY
Transitions from one technology to another have greatly affected the media, although
it is difficult to say whether technology caused a cultural shift or resulted from it. The role of
the media is vital in generating a democratic culture that extends beyond the political system
and becomes engrained in the public consciousness over time.
Media fulfills several roles in our democratic society, including the following:
Media act as a catalyst for democracy and development, helping to make public participation meaningful. If
media is honest and committed in its job, democracy is bound to function more efficiently and the loopholes
present in any democratic system can certainly be plugged to the fullest satisfaction of the people.On the
contrary, if media is biased, corrupt and favors only a particular party or few individuals, it can prove
to be very dangerous for the smooth functioning of democracy. No one can become perfect and one
can only strive to become so. The same holds true for our media also. Certainly, there is still a lot of
scope for improvement by which the media can rise upon the aspirations of the people for which it is
primarily meant.
A common understanding of the distinctive nature of this nascent opportunity should help hasten this development.
This has believed to be full blown in the next decade. The figure depicts a Smart City.
The IoT will also help widen access and improve quality of education and health
In education, mobile-enabled solutions will tailor the learning process to each student’s needs,
improving overall proficiency levels, while linking virtual and physical classrooms to make
learning more convenient and accessible.
The Internet of Things promises to deliver a step change in individuals’ quality of life
and enterprises’ productivity. Through a widely distributed, locally intelligent network of smart
devices, the IoT has the potential to enable extensions and enhancements to fundamental
services in transportation, logistics, security, utilities, education, healthcare and other areas,
while providing a new ecosystem for application development.
Inasmuch, information overload might the challenge of the coming generation. As a
empowered SHS student, truly your role is enhanced your media and information literacy in
order for you to be secured in this digital- driven world