MEDIA AND INFORMATION

How media affects communication?

COMMUNICATION

￮ Communication is from the Latin term communicare, which means "to share" or "to
divide out." It may also be thought to originate from another Latin word, communis,
which roughly means "working together."

ELEMENTS OF COMMUNICATION

SOURCE

• is like the point of reference from where or from whom the message is crafted

MESSAGE

• The heart of the communication process that connects the source to the audience.
Without the message or the content, there is nothing to discuss or to learn.

CHANNEL/MEDIUM

• The tool that sends the message from the sender to the recipient. This is referred to as
mass media, and it is intended to reach a broad audience through technology.

RECEIVER

• A receiver refers to the people who will decode the message. In the communication
process, the "receiver" is the listener, reader, or observer—that is, the individual (or the
group of individuals) to whom a message is directed.
NOISE

• Noise refers to the unwanted yet unavoidable element in the communication flow. This
can be classified as either external or internal that impedes comprehension.

TYPES OF NOISE

✓ PHYSICAL NOISE - is any external or environmental stimulus that distracts us

from receiving the intended message sent by a communicator.
✓ SEMANTIC NOISE - is the interference during the construction of a message.
✓ PSYCHOLOGICAL NOISE - the different biases and predispositions that can
unconsciously shape how we interpret messages.
✓ PHYSIOLOGICAL NOISE - when biological or other physical issues interfere with
our ability to communicate.

Explaining the Communication Process through Models

TRANSMISSION MODEL

• Describes communication as a one-way, linear process in which a sender encodes a

message and transmits it through a channel to a receiver who decodes it.

• Claude Shannon and Warren Weaver incorporate noise that refers to anything that
interferes with the message. The model is a more mechanical look at communication
 TRANSACTIONAL MODEL

• The transactional model is continuous change and transformation where every

component is changing, such as the people, their environments, and the medium
used. Due to this, it assumes the communicators to be independent and act any way
they want.
• Transaction means that communication is an ongoing and continuously changing
process. You are changing, the people with whom you are communicating are
changing, and your environment is also continually evolving.

CONSTITUTIVE MODEL

• This communication model focuses on how an individual communicates as the

determining factor of the way the message will be interpreted. Communication is
viewed as a conduit. Conduit means any person or organization that acts as a channel
for the transmission of communication

1. The Ritual or Expressive Model

Communication happens due to the need to share understanding and emotions.

(Not to inform but to express)

2. Publicity Model

Communications involve audiences as "spectators rather than participants or

information receivers" (McQuail, 2005) (draw attention and promote)

3. Reception Model

Communication as an open process means that messages sent and received are
open to various interpretations based on context and the receiver's culture. There
might be various meanings to a single statement that is communicated.
Introduction to Media and Information

LITERACY

• The ability to identify, understand, interpret, create, communicate and compute, using
printed and written materials associated with varying contexts. Literacy involves a
continuum of learning, wherein individuals can achieve their goals, develop their
knowledge and potential, and participate fully in their community and wider society.

MEDIA

• The physical objects used to communicate with, or the mass communication through
physical objects such as radio, television, computers, film, etc. It also refers to any
physical object used to communicate messages

MEDIA LITERACY

• It is the understanding and using mass media in either an assertive or nonassertive

way, including an informed and critical understanding of media.

INFORMATION

• A broad term that covers processed data, knowledge derived from study, experience,
instruction, signals or symbols

INFORMATION LITERACY

• Ability to identify when you need information and to find, evaluate, use, and share it
effectively.

TECHNOLOGY/DIGITAL LITERACY

• It is the ability to use digital technology, communication tools, or networks to locate,

evaluate, use, and create information.

MEDIA AND INFORMATION LITERACY

• The essential skills and competencies that allow individuals to engage with media
and other information providers effectively, as well as develop critical thinking and life-
long learning skills to socialize and become active citizens

Desensitization

• Desensitization is a psychological process that has often been involved in explaining

viewers' emotional reactions to media violence.
• Exposure to media violence will undermine feelings of concern, empathy, or sympathy
that viewers might have toward victims of actual violence.
• It has automaticity or automatic response, this is “a state where our minds operate
without any conscious effort form us”.
Normalization

• It is the process by which certain behaviors, ideas, or situations become accepted as

standard or typical within society. This happens when something that was once
considered unusual or unacceptable is portrayed frequently, leading people to see it
as normal—such as the increasing acceptance of swearing or influencer marketing on
social media.

Typology of Media and Information Literacy (Potter, 2011)

ACQUIRING FUNDAMENTALS

• Learning that there are human beings and other physical things apart from oneself.
• Learning the meaning of facial expressions and natural sounds
• Recognizing shape, form, size, color, movement, and spatial relations
• Recognizing rudimentary concept of time-regular patterns

LANGUAGE ACQUISITION

• Recognizing speech sounds and attach meaning to them

• Being able to reproduce speech sounds
• Orienting to visual and audio media
• Making emotional and behavior responses to music and sounds

NARRATIVE ACQUISITION

• Developing understanding of differences between terms.

• Understanding how to connect plot elements.

DEVELOPING SKEPTICISM

• Discounting claims made in ads

• Sharpening differences between likes and dislikes for shows, characters, and actions

EXPERIENTIAL EXPLORING

• Seeking out different forms of content and narratives

• Focusing on searching for surprises and new emotional, moral, and aesthetic reactions

CRITICAL APPRECIATION

• Accepting messages on their own terms, then evaluating them within that sphere.

SOCIAL RESPONSIBILITY
 • Taking a moral stand that certain messages are more constructive for society than
others; this is a multidimensional perspective based on thorough analyses of the
media landscape

Evolution of Traditional to New Media

PRE-INDUSTRIAL/PRE-HISTORIC

• People discover fire, develop paper form plants and forged equipment or weapon
through stone, bronze, copper and iron.

INDUSTRIAL AGE

• People used the power steam, developed machine tools, established iron production
and manufacturing of various products (including books through the printing press).

ELECTRONIC AGE

• People harnessed the power of electricity that led to electrical telegraphy, electrical
circuits and the early large-scale computers (Through vacuum tubes, transistors and
integrated circuits). In this age, long distance communication became possible.

INFORMATION/NEW DIGITAL AGE

• People advance the use of microelectronics in the invention of personal computers,

mobile devices and wearable technology. In this age, the internet paved the way for
faster communication and the creation of social networks. Moreover, voice, image,
sound and data are digitalized.

HOT MEDIA
• Refer to forms requiring little involvement from the audience and examples include
film and television

COLD MEDIA

• Those with high-level user interactivity, where the experience is more dynamic and
audience is more involved.
FUNCTIONS OF COMMUNICATION AND MEDIA

E – Educate audience to the meaning and

significance of the “Facts”

P – Platform for political discourse

I – Inform citizens of what is happening around

them

C – Channel for the advocacy of political

viewpoints

G – Give publicity to government and political

institutions

Four Normative Theories

THEORY

• Theory is a way of seeing and thinking about the world. You use a theory to explain a
phenomenon and how you should approach this phenomenon.

AUTHORITARIAN THEORY

• All forms of communication are under the control of the governing elite, authorities, or
influential bureaucrats.

SOVIET MEDIA

• The public is encouraged to give feedback which would be able to create interest
towards the media. While the state maintained strict control over all media content,
the public was still encouraged to participate by giving feedback—but within very
limited and controlled boundaries.

LIBERTARIAN

• This theory supports the idea that the media should operate independently from
government control and be run by private individuals or organizations.

SOCIAL RESPONSIBILITY

• Media has obligations to society, and media ownership is a public trust.