Understanding Communication: Process and Types

Communication

• A process where information exchanges from one person to another, as stated by Gomez in 2025.
• A dynamic process of sending and receiving messages at a conscious or unconscious level, as noted by Abulencia in 2001.
• Exchange of not just information, but also its meaning.
• Derived from the Latin word "communicare," communication means sharing or making ideas common.

Communication Process

• Functions as a continuous and dynamic interplay where numerous elements impact and affect one another.
• Elements include:
  • Sender, encoding, message, channel, decoding, receiver, feedback, noise, context, and environment.

Types of Communication by Context

• Intrapersonal communication occurs with oneself.
• Interpersonal communication takes place with a conversant.
• Intercultural communication involves different cultural groups or subgroups.
• Extended communication utilizes electronic media.
• Group communication occurs within a small group of three or more people.
• Public communication involves an audience, often sender-focused, not necessarily using mass communication channels.
• Mass communication targets large audiences using various mass communication channels.

Types of Communication by Mode

• Verbal communication uses verbal cues.
• Non-verbal communication uses nonverbal cues.
• Written communication uses written texts.
• Visual communication uses visual elements.
• Listening is crucial for accurate interpretation and response.

Types of Communication by Purpose and Style

• Formal communication employs formal language.
• Informal communication involves personal and ordinary language.

Media

• A plural form of medium that describes any communication channel.
• Outlets for communication, information sharing, news, and entertainment.
• Includes printed paper and digital data, encompassing art, news, educational content, and numerous other forms of information.

Mass Media vs. Mass Communication

• Mass media refers to technology intended to communicate or reach a mass audience, facilitating mass communication.
• Mass communication is the process of disseminating and exchanging data through various media platforms to reach the masses.
• Mass communication relies on:
  • Journalism, social media, film, television, radio, public relations, photography, and interactive media.

Communication Media

• Ways, means, or channels for transmitting a message from the sender to the receiver.
• Various channels through which information is transmitted, shared, and received.

6 Main Types of Mass Media

• Traditional Media:
  • Oldest forms of mass communication, transfer traditions and culture over generations.
  • Varies per culture and society; each culture communicates to its audience using mediums like folk songs, dances, folklore, art, theatre, and festivals.
• Print Media:
  • Printed material that distributes information and news.
  • Prior to the printing press, distribution was difficult as materials were hand-written like newspapers, magazines, books, novels, and comics.
• Electronic Broadcasting Media:
  • Distributes audio and video content to dispersed audiences using electronic mediums.
  • Includes television, radio, film/movies, and SMS (short message service).
• Outdoor Media:
  • Also known as OOH or Out-of-Home Media.
  • Focuses on conveying news and information to the public outside their homes, thus it gives importance to displaying advertising and attracting individuals towards new products and highlights social issues.
  • Includes posters, billboards, banners, signs, brochures, and wallscapes.
• Transit Media:
  • Revolves around advertising and information dissemination when consumers are "on the go."
  • Includes vehicular advertising.
• New Media:
  • An interactive two-way communication.
  • Users are active producers of content and information.
  • Quickly transformed, marvelously integrated media types, and reconceptualized media.
  • Composed of social media, websites, emails, and video games.

Functions of Communication & Media

• Inform citizens of current events (monitoring function).
• Educate the audience via meaning and significance of facts.
• Provide a platform for public discourse (public opinion and dissent expression).
• Watchdog role of journalism, channel for advocacy, and brand promotion.

Advantages of Mass Media

• It provides space and voice for the less privileged.
• Causes effective and widespread communication, transforming the world into a global village.
• Diffuses of diverse cultures by spreading arts and cultures globally, allowing anyone to learn new languages, cultures, and travel without physical relocation.
• Functions as an encyclopedia of information, serving as a massive open source for learning.

Landscape of Philippine Mass Media

• Television:
  • As of June 2023, there were 688 TV stations.
  • In 2022, Filipinos watched TV on an average of 3 hours and 28 minutes daily.
  • 9 out of 10 Filipinos are exposed to TV, 6 watch daily, and 5 watch for news.
• Radio:
  • Remains a primary means of communication outside urban areas.
  • Over 1,000 radio stations in the country, mostly FM.
• As of June 2023, there are 418 AM stations and 1,289 FM stations.
• AM (amplitude modulation) has lesser sound quality but broadcasts over vast distances.
• FM (frequency modulation) offers better sound quality but is localized.
• 4 in 10 households own a radio; 6 consumes news daily; and Filipinos spend 52 minutes listening to radio.
• Print:
  • Hardest hit in the digital age; in 2019, 2-3 out of 100 urban people and 5-6 rural people read newspapers due to cost and accessibility.
• Internet:
  • As of January 2023, 116.5 million or 97% of Filipinos use mobile phones to go online; 73.09% use the internet to find data, for entertainment, and to be updated; while 72.48% are active on social media.
  • Social media is used to read the news, find content, and seek what's trending.
• Text Messaging:
  • The Philippines is a highly communication-dependent nation.
  • In the late 1990s, the Philippines was the "world's texting capital."
• The National Telecommunications Commission (NTC) reported the decline in SMS in 2010, from 2 billion to 500 million texts daily.

Constitutional Provisions

• Article 2, Section 24:
  • "The State recognizes the vital role of communication and information in nation-building."
• Freedom of Expression:
  • Article 3, Section 4 safeguards freedom of speech, expression, press, and the right to assemble and petition.
• Right to Information:
  • Executive Order No. 02, the Freedom of Information (FOI) Program: Requires executive departments to disclose public records, contracts, and information, except on matters affecting national security.
• Right to Privacy:
  • Republic Act 10173, Data Privacy Act of 2012

Social Media Landscape in the Philippines

• Includes media and elections, culture in advertising, viral content and celebrity, and internet meme and political discourse.