Q1 Lesson 1. Mil

MEDIA AND INFORMATION LITERACY (MIL)
THE INFLUENCE OF MEDIA AND

INFORMATION TO
COMMUNICATION
OBJECTIVES
THE LEARNERS WILL BE ABLE TO:
 Describe the nature of communication and the
concepts related to it and different transmission models
 Study communication as a process and how it is
influenced by media and information
 Describe how communication is affected by media and
information (MIL11/12imil-iiia-1)
FORMATIVE ASSESSMENT: RECITATION
• What is
communication?
• How do we
communicate?
• Why do we
communicate?
the act or process of using words,
sounds, signs, or behaviors to express
or exchange information or to
express your ideas, thoughts,
feelings, etc., to someone else
Communication
the exchange of information and the

expression of feeling that can result
in understanding
A SERIES OF EIGHT ESSENTIAL
COMPONENTS
A SERIES OF EIGHT ESSENTIAL
COMPONENTS
SOURCE/SENDER
-The source imagines, creates, and sends
the message. In a public speaking situation, the
source is the person giving the speech. He or she
conveys the message by sharing new information
with the audience. The speaker also conveys a
message through his or her tone of voice, body
language, and choice of clothing. This process of
turning thoughts into communication is called
MESSAGE
-The message is the incitement or meaning
produced by the source for the receiver or audience. When
you plan to give a speech or write a report, your message
may seem to be only the words you choose that will convey
your meaning. The message also consists of the way you say
it—in a speech, with your tone of voice, your body
language, and your appearance—and in a report, with your
writing style, punctuation, and the headings and formatting
you choose. In addition, part of the message may be the
environment or context you present it in and the noise that
might make your message hard to hear or see.
CHANNEL
-The channel is the way in which a message
or messages travel between source and receiver (What
Is Communication?, 2012). There are multiple
communication channels available to us today. These
include faceto-face conversations, letters, telephone
calls, text messages, email, the Internet (including
social media such as Facebook and Twitter), blogs,
tweets radio and TV, written letters, brochures and
reports (SkillsYouNeed, 2020) and so forth.
RECEIVER
-The receiver receives the message from
the source, analyzing and interpreting the
message in ways both intended and unintended
by the source. In order to receive a message, she
or he listens, sees, touches, smells, and/or tastes
to receive a message. The process of turning
communication into thoughts is called decoding.
The receiver decodes the message.
FEEDBACK
-When the receiver responds to the source,
intentionally or unintentionally, she/he is giving
feedback. Feedback is composed of messages the
receiver sends back to the source. Verbal or nonverbal,
all these feedback signals allow the source to see how
well, how accurately (or how poorly and inaccurately)
the message was received. Feedback also provides an
opportunity for the receiver or audience to ask for
clarification, to agree or disagree, or to indicate that
the source could make the message more interesting.
ENVIRONMENT
-The environment is the atmosphere, physical and
psychological, where an individual sends and receives
messages. This can include the tables, chairs, lighting, and
sound equipment that are in the room. The room itself is an
example of the environment. The environment can also
include factors like formal dress that may indicate whether a
discussion is open and caring or more professional and
formal. People may be more likely to have an intimate
conversation when they are physically close to each other,
and less likely when they can only see each other from
across the room.
CONTEXT
-The context of the communication
interaction involves the setting, scene, and
expectations of the individuals involved. A
professional communication context may
involve business suits (environmental cues)
that directly or indirectly influence
expectations of language and behavior
among the participants.
INTERFERENCE OR NOISE
-This is anything that blocks or
changes the source’s intended meaning of the
message. For example, if you drove a car to
work or school, chances are you were
surrounded by noise. Car horns, billboards,
or perhaps the radio in your car interrupted
your thoughts, or your conversation with a
passenger.
TRANSMISSION MODELS
Lasswell’s Communication Model (1948)
Who Says What To Whom

In Which With what
Channel effect?
COMMUNICAT MESSAG RECEIVE EFFECT
MEDIUM
OR E R
IDENTIFY THE
FOLLOWING:
 COMMUNICATOR/ SENDER?
 MESSAGE?
 MEDIUM/ CHANNEL?
 RECEIVER?
 EFFECT?
TRANSMISSION MODELS
SHANNON-WEAVER’S COMMUNICATION
MODEL (1948)
TRANSMISSION MODELS
WESTLEY AND MACLEAN’S MODEL OF
COMMUNICATION (1957)
• Event or Information
(X1, X2, X3 and X4…
Xn)
• Feedback (f)
• Advocate (A)
• Channel (C)
• Audience (B)
TRANSMISSION MODELS
GERBNER’S MODEL OF
PUBLICITY MODEL
• COMMUNICATION AS DISPLAY AND
ATTENTION
• AUDIENCE AS “SPECTATORS” RATHER
THAN PARTICIPANTS OR INFORMATION
RECEIVERS
RECEPTION MODEL
• “ENCODING/
DECODING"
MODEL OF
COMMUNICATION
BY STUART HALL
(1993)
• MESSAGES ARE
OPEN TO VARIOUS
INTERPRETATION
RECEPTION MODEL
OSGOOD- SCHRAMM MODEL OF
RECEPTION MODEL
BERLO’S SMCR MODEL OF
WHAT HAVE YOU LEARNED ABOUT
COMMUNICATION AFTER STUDYING THE
DIFFERENT MODELS?
MESSA MEDIU RECEIV
SENDER EFFECT
GE M ER
ANY QUESTIONS?
1. WHAT ARE THE EIGHT ESSENTIAL
COMPONENTS?
2. IF YOU ARE A RECEIVER OF THE

MESSAGE WHAT WILL YOU DO?

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MEDIA AND INFORMATION LITERACY (MIL)

THE INFLUENCE OF MEDIA AND

the exchange of information and the

Who Says What To Whom

2. IF YOU ARE A RECEIVER OF THE

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