Lesson 1: Media and Communication PDF

Media and Information Literacy Media and Communication Q3 - Lesson 1  Lesson Objectives: 1. Define communication, media and information; 2. Recognize communication as a social process ; 3. Describe the nature of communication and the concepts re...

Media and Information Literacy Media and Communication Q3 - Lesson 1  Lesson Objectives: 1. Define communication, media and information; 2. Recognize communication as a social process ; 3. Describe the nature of communication and the concepts related to it; and 4. Conclude how media affects human living through an information chart.  CHANGES IN COMMUNICATION Communication Then and Now: Is it Really That Different? Does the “good old days” of pen, ink and voice been outdated?  MEDIA Media and other information providers play a central role in information and communication processes. Does media become the common outlet of self-expression and creativity? Its huge influence spreads speedily across the globe. The connection between technological advances and people’s connectivity created a huge impact to the lives of today’s generation.  COMMUNICATION Communication is a process in which individuals interact with and through symbols to create and interpret meanings. It can also be described through its nature as follows: Communication is a process a process that changes as the communicators’ environments changes. Communication is systematic It involves within systems of interrelated and interacting parts. Communication is symbolic Symbols, verbal (with words) or nonverbal (without words), are the basis of language.  COMMUNICATION AND MEDIA Communication refers to the process of conveying or sharing information. Since then, it is often described as a natural ability of an individual to socialize with others. In the 21st century world, communication has become “more social” due to the emergence of technology. Media are defined as sources of credible and current information created through an editorial process determined by journalistic values.  COMMUNICATION AND MEDIA To the extent that media become an important part of every society’s communication system, their institutional make-up can mesh with a variety of non-media information providers, such as libraries, museums, archives, Internet information providers, other information organizations and citizens who produce their own content. With the emergence of technological platform of communication, delivery of the message increased its speed resulting to some grapevine form of communication. To clearly understand how communication happens, it is appropriate to look on the following communication models. Shannon-Weaver’s Model of Communication (1948)  Shannon-Weaver’s Model of Communication (1948) Sender : The originator of message or the information source selects desire message Encoder : The transmitter which converts the message into signals Decoder : The reception place of the signal which converts signals into message. A reverse process of encode Receiver : The destination of the message from sender Noise: The messages are transferred from encoder to decoder through channel. During this process, the messages may be distracted or affected by physical noise like horn sounds, thunder and crowd noise or encoded signals may distract in the channel during the transmission process which affect the communication flow, or the receiver may not receive the correct message  Shannon-Weaver’s Model of Communication (1948) Sender : Thomson Encoder : Telephone (Thomson) Channel : Cable Noise : Distraction in voice Reception : Telephone (Assistant) Receiver : Assistant.  Shannon-Weaver’s Model of Communication (1948) Known as the mother of all communication models, the Shannon – Weaver model (1949) depicts communication as a linear or one- way process consisting of the five elements: a source (producer of message); a transmitter (encoder of message into signals; and a destination. This model has been originally intended to show how radio and telephone technologies function. This model has been criticized for missing one essential element in the communication process: feedback. Without feedback, the speaker will not know whether the receiver understands the message or not. Osgood- Schramm Model Of Communication (1954)  Osgood- Schramm Model Of Communication (1954) It is a Circular Model, so that communication is something circular in nature Encoder – Who does encode or sends the message (message originates) Decoder – Who receives the message Interpreter – Person trying to understand (analyses, perceive) or interpret  Osgood- Schramm Model Of Communication (1954) The Schramm model of communication (1954), which seeks to explain how meaning is transferred between individuals, corporations, and others, is the most taught and widely used theory of communication. Schramm modified Shannon-Weaver model by adding field of experience, defined as “life experiences, attitudes, values, and beliefs that each communicator brings to an interaction and that shape how messages are sent and received.”  Osgood- Schramm Model Of Communication (1954) Semantic noise is a concept introduced here it occurs when sender and receiver apply different meaning to the same message. It happens mostly because of words and phrases for e.g. Technical Language, So certain words and phrases will cause you to deviate from the actual meaning of the communication.  Advantage of Osgood- Schramm Model of Communication Dynamic model- Shows how a situation can change It shows why redundancy is an essential part There is no separate sender and receiver, sender and receiver is the same person Assume communication to be circular in nature Feedback – central feature. Berlo’s SMCR Model of Communication (1960)  Berlo’s SMCR Model of Communication (1960) In 1960, David Berlo postulated Berlo’s Sender-Message-Channel-Receiver (SMCR) model of communication from Shannon Weaver’s Model of Communication (1949). He described factors affecting the individual components in the communication making the communication more efficient. The model also focuses on encoding and decoding which happens before sender sends the message and before receiver receives the message, respectively. Berlo’s Model has mainly, four components to describe the communication process. They are sender, message, channel and receiver. Each of the component is affected by many factors.  Berlo’s SMCR Model of Communication (1960) Source: The source is situated where the message originates. Communication skills – It is the skill of the individual to communicate. For example, the ability to read, write, speak, listen etc. Attitudes – This includes attitudes towards the audience, subject and towards oneself. For example, for the student, the attitude is to learn more and for teachers, it is to help teach. Knowledge– Communicating also means that the person needs to be knowledgeable about the subject or topic. For e.g. a teacher needs to know about the subject in detail that he or she teaches so that they can communicate properly such that the students understand here. Social system – The social system includes the various aspects of society like values, beliefs, culture, religion and a general understanding of society. It is where the communication takes place. Culture: Culture of a particular society also comes under the social system.  Berlo’s SMCR Model of Communication (1960) Message Content – The body of a message, from the beginning to the end, comprises its content. For example, whatever the class teacher teaches in the class, from beginning to end, is the content of the message. Elements – It includes various things like language, gestures, body language, etc. They constitute all the elements of a particular message. Any content is accompanied by some elements. Treatment – It refers to the packing of the message and the way in which the message is conveyed or the way in which it is passed on or delivered. Structure – The structure of the message refers to how it is arranged; the way people structure the message into various parts. Code – The code of the message refers to the means through which it is sent and in what form. It could be, for example, language, body language, gestures, music, etc. Even culture is a code. Through this, people give and receive messages and communication takes place.  Berlo’s SMCR Model of Communication (1960) Channel– It refers to the five sense organs. The following are the five senses: – Hearing – Seeing – Touching – Smelling – Tasting Communication occurs through one or more of these channels.  Criticisms on Berlo’s SMCR Model of Communication (1960) There is a lack of feedback. The effects are practically unknown. It does not mention the barriers to communication. There is no room for noise. It is a rather complex model. It is a linear model of communication. It requires people to be on the same level for effective communication to happen. However, that rarely happens in everyday life. The main drawback of the model is that it omits the usage of sixth sense as a channel of communication, which is an asset to human beings (thinking, understanding, analyzing etc.) Aristotle Model of Communication  Aristotle Model of Communication Aristotle(384-322 B.C) was a Greek philosopher and writer born in Stagira, Northern Greece. While exploring the human nature scientifically, Aristotle developed a linear model of communication for oral communication known as Aristotle’s Model of Communication. This is considered as the first model of communication and was proposed before 300 B.C. It is also the is most widely accepted among all communication models.  Aristotle Model of Communication Aristotle Model of Communication is formed with 5 basic elements (1) Speaker, (2) Speech, (3) Occasion, (4) Audience and (5) Effect. Aristotle advises speakers to build speech for different audience on different time (occasion) and for different effects. Speaker plays an important role in Public speaking. The speaker must prepare his speech and analyzes audiences’ needs before he enters the stage. His words should influence the audiences mind and persuade their thoughts towards him.  Aristotle Model of Communication Aristotle Model is mainly focused on speaker and speech. The Aristotle’s communication model is a speaker centered model as the speaker has the most important role in it and is the only one active. It is the speaker’s role to deliver a speech to the audience. The role of the audience is passive, influenced by the speech. This makes the communication process one way, from speaker to receiver.  Elements of Communication Speaker - the source of information or message. Message - any information or anything the speaker/sender wants to communicate by using a medium. Medium - is the form in which the speaker/sender conveys the message Channel - is the method or means of sending or expressing the messages Encoding- the process of converting the messages into words, actions or other forms that the speaker understands.  Elements of Communication Listener/ Receiver - the recipient or the one who gets the message Feedback - is the receiver’s reaction or response Context - is the situation or environment where communication takes place Barrier - the factors that affect the flow of communication. Decoding - the process of interpreting the encoded message of the speaker by the receiver The Social Media Effect  The Social Media Effect Based on the image above, communication becomes more productive and interactive due to media and information. Message was shared through variety of social media accounts and is shared by a number of people proving how influential media in the communication process. Media and Information Literacy recognizes the primary role of information and media in our everyday lives. It lies at the core of freedom of expression and information - since it empowers citizens to understand the functions of media and other information providers, to critically evaluate their content, and to make informed decisions as users and producer of information and media content.  So how communication is affected by media and information? 1. Act as channels of information and knowledge through which citizens communicate with each other and make informed decisions, 2. Facilitate informed debates between diverse social actors, 3. Provide us with much of what we learn about the world beyond our immediate experience, 4. Are means by which a society learns about itself and builds a sense of community,  So how communication is affected by media and information? 5. Function as a watchdog of government in all its forms, promoting transparency in public life and public scrutiny of those with power through exposing corruption, maladministration and corporate wrong-doing, 6. Are essential facilitators of democratic processes and one of the guarantors of free and fair elections, 7. Are a vehicle for cultural expression and cultural cohesion within and between nations, and 8. Function as an advocate and social actor in its own right while respecting pluralistic values.  Definition of Terms Media - It refers to any physical object used to communicate media messages. Communication - The act or process of using words, sounds, signs, or behaviors to express or exchange information, ideas, thoughts, feelings, etc., to someone else. Communication Model - Are diagrams that make you understand the process at a glance. They are like maps that guide you in the understanding how communication works in different settings.  Definition of Terms Information - Knowledge of specific events or situations that has been gathered or received by communication, intelligence or news. Media Literacy - The ability to read, analyze, evaluate and produce communication in a variety of media forms. Social Media - Forms of electronic communication through which people create online communities to share information, ideas, personal messages, etc.  Q3: Activity 2 From the pool of social media image, choose one and discuss in no less than two (2) paragraphs how communication is conveyed effectively.