Communication Types and Models

• Communication is expressing or exchanging information, thoughts, or feelings through words, sounds, signs, or behaviors, and resulting in understanding.

Types of Communication

• Interpersonal communication involves two to three individuals who interact vocally and physically.
• Mediated interpersonal communication happens when face-to-face talk is not possible, using devices like pens, phones, or computers to communicate.
• Organizational communication describes how people communicate differently in a work environment.
• Public communication involves one person communicating to a large audience.

Basic Types of Communication

• Non-verbal communication uses signs, symbols, colors, gestures, body language, and facial expressions.
• Verbal communication uses oral and written methods.

Transmission Models

• Lasswell’s Communication Model was created in 1948.
• The Shannon-Weaver Communication Model exists.
• The Osgood-Schramm Model of Communication exists.
• Westley and MacLean’s Model of Communication was created in 1957.
• This model incorporates events or information (X1, X2, X3...Xn), feedback (f), an advocate (A), a channel (C), and an audience (B).
• Berlo’s SMCR Model of Communication model exists.

Media and Information

• Media includes communication tools.
• Information is data and knowledge derived from study, experience, instruction, signals, or symbols, and knowledge about specific events.

Media and Information Literacy

• Media and information are represented by the ability to access, analyze, and invent media.
• Article 19 of the Universal Declaration of Human Rights states that everyone is entitled to freedom of opinion and expression.
• Media literacy gives the ability to access, analyze, evaluate, and create media.
• Media is a tool to carry a message from one person to another.
• Literacy is the ability to decode a message.

Media Literacy Process Skills

• Essential abilities include access, analysis, evaluation, and creation.

Access

• Access means being able to recognize and understand media, locating media from various sources, and choosing appropriate information for a given task.

Analyze

• Analysis includes using prior knowledge to predict outcomes and interpret messages.

Evaluate

• Evaluation means appreciating the interpretation of messages, determining the quality of a message, judging its value, and responding to various types of content.

Create

• Creating involves brainstorming, planning, composing, and revising, achieving goals by creating or selecting images, and using technology to construct messages.
• Mass Communication is meant to reach many using differing media.
• It is there to inform, entertain, and persuade a much larger audience.

History of Mass Communication: Books

• In 2400 B.C., Babylonians wrote on clay tablets.
• Around 3400 BC, the earliest known writing emerged in southern Mesopotamia.
• Royal inscriptions, law codes, treaties, and literature have been found by archaeologists.
• In 1400 B.C., The Book of the Dead (Egypt), was created.
• Archaeologists discovered a 52-feet-long copy of The Book of the Dead near the Step Pyramid of Djoser in Saqqara.
• Instructions and protective spells were included in it to help the deceased transition to the next life.
• In 4000 B.C., papyrus developed as an early form of paper.
• These sheets were pasted together to form a roll, with usually no more than 20 sheets.

Codex Format

• Around the 4th century A.D., the codex, a type of manuscript book, became prominent, mainly for Scripture, early literature, and ancient mythological or historical annals.
• The earliest type of manuscript was in the form of a modern book.

Before the Printing Press

• Books were handwritten and expensive, therefore only owned by the elite.
• In 9th-century China, woodblock printing existed, but mass production was limited.

The Printing Press: Gutenberg's Innovation (1456)

• Johannes Gutenberg invented movable type printing in Mainz, Germany.
• Books became more affordable and accessible due to the movable metal type created by Gutenberg.
• Knowledge spread more rapidly, leading to the reduction of church and royal control over information.
• Mass production of books made information more accessible.

Newspapers: The First Mass Medium

• Oral traditions were used before the printing era.
• Oral storytelling, messengers, and symbols were methods of relaying information before the written word.
• Cave paintings (~30,000 BCE) were used by early humans to convey messages used.
• Moveable Type Printing (1040 CE) was invented using wood and ceramic blocks by Bi Sheng in China.
• Egyptian Hieroglyphs (~3000 BCE) were used for religious texts and administrative records
• The world "hieroglyph," comes from the Greek words hieros which means "sacred," and gluptien which means "carved in stone."

The Rise of Electronic Media (19th-20th Century)

• The 19th and 20th centuries saw groundbreaking developments that revolutionized communication.
• The Telegraph (1837-1844) was an invention by Samuel Morse and Alfred Vail.
• It was used in wars, trade, and journalism.
• Morse Code was created in 1837.
• A system of dots and dashes was used for transmitting messages.
• The first Telegraph Line reached from Washington, D.C., to Baltimore in 1844.

Telephone

• The telephone was invented in 1876 by Alexander Graham Bell.
• It enabled direct, real-time voice communication over long distances.
• "Mr. Watson, come here, I want to see you," were the first words spoken.

Radio Broadcasting

• In the late 19th and early 20th Century, James Clerk Maxwell discovered electromagnetic waves (1864).
• Wireless Telegraphy (1895) was invented by Guglielmo Marconi; first transatlantic radio signal in 1901.
• The first Radio Broadcast was done by Reginald Fessenden, who transmitted speech and music (1906).

Television

• From 1927 to 1950s, television became the dominant medium for news, entertainment, and advertising.
• The First Successful TV Transmission was done in 1927 by Philo Farnsworth.
• BBC and NBC began TV Broadcasts (1930s-1940s).
• In 1936, BBC started first regular TV broadcasts (UK).
• In 1939, NBC started first TV broadcast in the U.S. at the New York World's Fair.
• Television Boom happened in the 1950s.

Cinema and Motion Pictures

• From late 19th to the 20th century, Lumière Brothers put on the First Film Projection (1895).
• The Golden Age of Hollywood was during 1940s–1950s.
• Films became a major form of mass entertainment.

The Impact of the Internet and Digital Revolution

• By the late 20th and 21st centuries, rapid technological advances revolutionized modern communication.
• The internet and digital platforms transformed the way people access, share, and consume information.
• Traditional media had to adapt or decline due to digital innovations.
• In 1969, ARPANET became the foundation of the modern internet, developed by the U.S. Department of Defense.
• In 1983, ARPANET switched to TCP/IP, the standard protocol of the internet, to create the "birth" of the internet.
• In 1991, Tim Berners-Lee created the World Wide Web (WWW), making the internet accessible to the public.
• In the late 1990s, Google (1998) and Yahoo (1994) changed information retrieval through Search Engines & Email.
• During the 2000s, Facebook (2004), YouTube (2005), and Twitter (2006) transformed communication through Social Media & Streaming.
• During the 2010s, Smartphones, apps, and cloud storage (Google Drive, Dropbox) redefined digital access to Mobile & Cloud Computing.

The Impact of the Internet

• Instant Global Communication through Emails, social media, and messaging apps replaced traditional letters and calls.
• The Rise of Digital Media through News websites, blogs, and podcasts have largely replaced newspapers and magazines.
• e-Commerce & Online Businesses have emerged.

Challenges of the Digital Age

• Misinformation & Fake News spread of disinformation through social media.
• Privacy & Security Risks data breaches, cyberattacks, and digital surveillance concerns.
• Digital Divide unequal access to the internet affects education and economic opportunities.
• Mental Health Issues social media addiction and online toxicity impact mental well-being.
• Convergence and Globalization is how media integration and global networks shape communication.
• Convergence refers to the integration of different media platforms into a single digital experience.
• Globalization means the worldwide spread of media and information, connecting people across different cultures and regions.
• These trends have transformed how news, entertainment, and communication work.

Evolution of Media Convergence - Technological Convergence

• This convergence has brought about the merging of different media formats for smartphones which combine calls, messaging, internet, and entertainment.
• News and entertainment are now available across TV, social media, streaming, and websites due to Content Convergence.
• Large media corporations like Disney, Warner Bros., Google control multiple platforms, shaping global media through Corporate Convergence.

Globalization in Mass Communication

• Global Media Networks like CNN, BBC & Al Jazeera provide worldwide coverage through Expansion.
• the Rise of Social Media as a Global News Source: Facebook, X (Twitter), and TikTok influence international conversations.
• Cultural Exchange & Influence is that Hollywood, K-Pop, and anime have become globally recognized due to digital platforms.

Cultural Implications

• Mass communication influences values, beliefs, and behaviors, shaping how people perceive themselves and the world.
• It affects language, traditions, social norms, and political views, creating both positive and negative effects on society.
• Preservation and Promotion of Filipino Culture is done through media, in helping to preserve and promote Filipino traditions, festivals, and languages.
• Shows like Eat Bulaga! and Maalaala Mo Kaya depict Filipino values like family, resilience, and faith.
• Influence of Foreign Media on Filipino Identity is affected by Hollywood, K-Pop, and anime which impact fashion, language, and entertainment preferences.

Digital Filipino Creativity

• Social media and streaming platforms allow Filipino artists, musicians, and filmmakers to gain global recognition.
• Independent content creators use TikTok and YouTube to showcase Filipino humor, history, and local stories.

Conclusion

• Mass communication is a powerful tool that shapes Filipino culture and social behavior.
• While it helps preserve traditions, foster global connections, and empower activism, it also poses challenges like Westernization, misinformation, and changing social values.
• It is essential to ensure responsible and informed media consumption through Media literacy.

History of Mass Communication in the Philippines - The Pre-Spanish Era

• Long before the colonizers introduced modern communication technology, an indigenous form of communication already existed in the country.
• Ancient Filipinos wrote on the barks of trees, on leaves and bamboo tubes, using pointed instruments such as knives, and other sharp tools and the colored saps of trees as ink.
• Literature was also well-developed.
• The Spanish Colonial Rule from 1521 to 1898 resulted in the first newspaper that was established in the Philippines in 1811.
• "Del Superior Govierno" was the name of the newspaper.
• The paper was published with the Spanish Governor General himself as editor.
• Its target audience was local Spaniards, primarily focusing on news from Spain.
• John Lent is a journalism historian, who described early colonial newspapers as more literary than newsy in style.
• An example of this was "La Esperanza," the first daily newspaper.
• It To avoided trouble with censors by addressing non-controversial subjects such as religion, science, and history.
• "Diario de Manila" was the best edited newspaper.
• It was suppressed by the Governor General after 38 years of publication for allegedly inciting the Filipinos to rebel against the Spaniards.
• In 1893, "El Ilocano," became the first local (regional) publication which started.
• In 1893, "El Hogar" became the first publication for and by women.
• The history of free press in the Philippines has its roots in nationalistic newspapers published in Europe and in the Philippines during the Spanish colonial regime.
• The aim was to create awareness with respect to oppressive conditions prevailing in the country then.
• They were mainly published and written by the so-called ILUSTRADOS.
• La Solidaridad was the mouthpiece of the reformists and the fortnightly organ of the Propaganda Movement.
• propaganda movement was organized in Spain by Filipinos studying in Europe who are now among our national heroes.
• Other newspapers that advocated for political reforms included Kalayaan (liberty).
• Kalayaan had only one issue, published in 1898, but served as the official organ of the Katipunan.
• publication of Kalayaan was the most important reason for the exponential growth of the Katipunan.
• "La Independencia" (1898): was the most widely read newspaper of the Revolution.
• Other newspapers were La Libertad (1898) and El Heraldo de Iloilo (1898).
• Andres Bonifacio wrote the original Kartilya, a document later revised by Emilio Jacinto.
• Julian Felipe composed the Marcha Nacional Filipina, now Lupang Hinirang, the Philippine national anthem.
• Folk Media continued to provide information, education, and entertainment, which was used during the pre-Spanish period for the population.
• Coseteng and Nemezo (1986), noted the strong Spanish or Christian elements that grafted into their original forms.

American Colonial Period, 1898-1946

• new newspapers published mostly by American journalists were created.
• The editorial content was pro-American, written in English, and based on religious and political partisanship.
• "The Philippine Herald" was a Pro-Filipino newspaper that came out in 1920.
• It was Organized through the efforts of Manuel L. Quezon, who later became the President of the Philippine Commonwealth.
• "Sakdal", a Tagalog newspaper, was the most serious threat to American rule.
• After the capture of Gen. Emilio Aguinaldo it would again be catalyzed by a humble newspaper which used the vernacular.
• It attacked American abuses and became an instant hit with the masses.
• Ramos was made a cult hero for attacking regressive taxes, big government, and abusive capitalists and landlords.
• It evolved into a political party and surprised everyone by winning national and local seats in the 1934 elections.
• Due to the suppressed press, Filipinos turned to talinhaga or symbolism, which is a uniquely Filipino way of expressing protest.
• Dramatists wrote inflammatory propaganda pieces masquerading as zarzuelas to keep the idea of independence burning among their countrymen.
• The Americans later caught on and jailed a number of nationalist writers including Juan Abad, who was jailed for his play Tanikalang Ginto and Isang Punlo ng Kaaway which caused his rearrest.
• Aurelio Tolentino, who wrote Kahapon, Ngayon at Bukas, was also jailed.
• The first movies made their appearance as early as 1904.
• By 1939, the Philippine movie industry ranked fifth in the world in film production.
• Movie censorship was first introduced in 1929 with the creation of the Board of Censorship for Moving Pictures.
• The Board's name has been constantly changed but its perspectives have remained conservative.
• Commercial Media System was introduced by the Americans inevitably led to the introduction of the advertising and public relations professions in the country.
• Philippine Publicity Service, Inc. was the first recorded advertising agency in the Philippines, according to Crisostomo (1967).
• Followed by the Philippine Agency Service Company, both of which were founded by Americans.
• In 1929, Florentino Garriz founded the first Filipino-owned agency, the Philippine Advertising Bureau.
• Communication education in the Philippines was introduced only a decade after the first journalism/communication school in the United States was founded..
• The first communication program had its formal beginnings in 1936 when the University of Sto. Tomas (UST) established a journalism major.
• This makes the Philippines the first in Asia to offer a formal degree in journalism communication.
• In 1919, the University of the Philippines (UP) developed and offered the first journalism courses in the country (Maslog 1988).

The Japanese Occupation: 1941-1945.

• All publications except those used by the Japanese were disbanded when World War II broke out.
• Only the Manila Tribune, Taliba, and La Vanguardia were allowed to publish under regular censorship by the Japanese Imperial Army.
• All publications taken over by the Japanese military administration were placed under the Osaka Mainichi Publishing Company.

Post-War Era (1945-1972)

• The underground papers proliferated to provide the people to counter information, during Filipino time.
• Stage Shows, more popularly known as the Vodavil, also served as alternative medium.
• The colorful and varied stage shows were interpolated with musical melodrama and comedies reminiscent of the zarzuela of the earlier years.

During the Postwar Era (1945-1972)

• It is known as the golden age of Philippine journalism.
• Philippine press was regarded as "the freest in Asia.”
• There was also a notable mark of women journalists during that time.
• Large business enterprises and political groups forced the press to a "marriage of convenience."
• The Lopezes, who were into shipping, therefore, had interests in the Manila Chronicle.
• The Elizaldes, who were engaged in rope, insurance and broadcasting, owned the Evening News.
• The Soriano companies, who had interests in dairy, softdrinks and airlines, owned Herald.
• The Aranetas, who were in sugar and real estate, controlled Weekly Graphic.
• Menzi, who has farm plantations, owned Bulletin and Liwayway.
• The Manila Chronicle then owned about thirty radio stations and and television channelss.
• The Manila Times had at least four radio stations and two television stations.
• The Herald was affiliated with a radio-television network.

Philippine Broadcasting Service

• It was the pioneer in this area through its school broadcasts, features and documentaries on outstanding government programs and news public affairs programs.
• Philippine broadcasting entered into a regular program of exchange of cultural programs with countries in the Asian region under the leadership of Francisco "Koko" Trinidad.
• Television, which was introduced in 1953 (DZAQ-TV 3, Manila) catered primarily to the high-income groups.
• The first provincial television stations were established in 1968 in Cebu, Bacolod and Dagupan.
• The earliest initiative to use local television for education was through a program called, "Education on TV" which that aired in 1961.
• At this time, the media functioned as a real watchdog of the government, which was sensitive to national issues and critical of government mistakes.

Communication as a Discipline

• In the late 60’s to the 70’s, the Filipino communication scholars trained in U.S. schools started returning to the Philippines.
• They constituted the pioneers in communication education in the country and were primarily influenced by social psychology, enriched by other sciences and utilizing the funcalist and diffusionist framework.
• The first order issued by former late President Marcos Sr. was the Outside Metro Manila, the first School of Journalism and Communication which that was established by Dumaguete City based Stilliman University in 1966.

The National Press Cub

• The The National Press Cub was Organized in 1952. It aimed to promote cooperation among journalists with the goal of adopting a code of ethics, and upholding press freedom and the dignity of journalists.
• The NPC, however, was cricitized for functioning as a "social club".
• the Public Relations Society of the Philippines (PRSP), which was founded in 1957, spurred professional growth through seminars, workshops, training programs, awards, and publications (Jamias 1996).
• the Philippine Assocation of National Advertisers (PANA) was established a year later by industry leaders who saw the need for an organization which will enable advertisers to jointly address industry issues and concerns.
• the Philippine Board of Advertising which would be renamed Advertising Board of the Philippine of ABD-BOARD, was formed as the self-regulatory body of the industry in May 1974.
• A code of Ethics, and the regulation of Adverting and Sales Production had their codes and rules adopted in 1975 and continuously upated since.
• with the goal of The professional institution in hleping to foster the development and improvement of journalism in the conotry, organised in 1964 by the Philippines Press institute (PPI0 was used to help publish books and instructional materials.
• From 1969-1986, Martial Law is established by declaration from September 21 1972.

The Marcos Years (1969-1986)

• The marial law regime crticized the existing media by heavily contributing to national paralysis and instability, meaning the mass reforms and crisis of government.
• a newly formed Department of Public Information described its self as fairly authoritative system in which government exerted controls an regaultions overs the media.
• During this time journalist learned to practice even self - censorship to sirvive of avoid going against the regime.
• marcos, used this autocratic powers telecolmmunication control.
• the world bank also helped start an intufential role in million dollar sector.
• was discovered that preivious telecomunication policy wewr e being influenced by the help of programme options done at the bank.
• many filipino filkmakers create a flims which would show sensitive events that are against imperliamsic.
• The films include Manilla Sa, sister estella, bana and patalim.
• the role of communication during the marcos years was one of more than this highlighted
• created by the public was the the kapisianan ng mga boradskaster which aim to self regular the industery. Created the public relation organisation to help.

Marcos Control on Media

• Government Restrictions such as Presidential decrees, letter, are vague and therefore forces one journalists and editor to practice their freedom to not criticize such matters.
• financial libel action/suits could be easily be in force against journalists.
• Agencies using Government used phone services and also had coordination the editorial desks to be aware.
• There was to be restrictions on how the Maecos family operated too, they couldn't be criticized.
• Government/ militery offficers took over in real-time the interrogation of jouranlism also.
• that as sensitive issues like agrarian reformers poverty were focused upon on the big screen.
• during the movie industry of the 70 Bomba films had a large emphasis on the prurient interest of viewers.
• dev com advocated purpove appliaction initially with rural adn cultural de.
• UPLB became the first to offer degres and graduate for this dev commication.
• There was nationaltist mindest that was being enforced as state here.

Tradition of the Press

• To make media run counter propaganda media that had government or pro affiliations alternaitve press beagn.
• samizdat which were clippings news of that that forigen press.
• there would be less restrictions and the liberation o women from male roles.
• Joaquim Chino Roces well known as pre -martial manila.

###The NationalisticFervor

• was also manfiested amongthe youth which is why there are activists in campus.
• the who Maagazine out had and had bold publciations .
• among the youths Rosalind who was known as star in times of manilla
• Sonia after worked there was report the assaintoion.

Oppening of Schooling Again

• there are now many surveys school wise for better com.
• aice venue share of leasssoons.
• world the imbalenc flow info now a world scale

###The Asassination Of benigoAquinas

• there are now many alernative press .
• magsanc said have not looseen more
• succeSs showed there hunger non the citizens take street with demonstratons and para.
• these alterno love

Print Media

• Includes newspapers, magazines, books mechanically.
• was first in press that phil.
• govirendered for spain. for local 1893 first for women was.

###Nationalistic And Propogated press that prop most . the 1898 ameria they censor allowed was the. of freedom. played for world on new governemtn . some new. clash frequnltey.

Computer Age

with that media. . that target higher with action .

• interaction with the that can. to use can to a lot it
• The TV, Radio and broadcasting with philippine which and the. ,. -

Tv Broascast

• that first as the for they for
• judge who be buy he became they on those that they was

Programme

• at they serial they spot that
• that at one one by they began who

to get in with at that. . as there that as as

Martials law

in was tv was was as that some and

Trans

to there.