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Magazine or Philippines magazine—are considered a form -The First Book Printed In The Philippines (Manila, 1593). of mass media, serving as a channel for disseminating information An early book on the Catholic Catechism, written in 1593...

Magazine or Philippines magazine—are considered a form -The First Book Printed In The Philippines (Manila, 1593). of mass media, serving as a channel for disseminating information An early book on the Catholic Catechism, written in 1593 by Fray Juan de Plasencia, -publications produced within the Philippines. Elements Mass Communication – This occurs where a message needs help to get from point A to point B – from its Sender – express or send out a message. source/sender to its destination/receiver. Some form of Messages-which is also known as the subject matter of mechanism is needed to connect the sender to the this process, i.e., the content of the letter, speech, order, receivers. These include print (newspapers or information, idea, or suggestion. magazines), electrical (radio, television or video), or electronic (computer modems). There is usually some Encoding- Process of converting messages. delay in sending and receiving. There is also some delay Media/channel - in the feedback, if any, that the sender gets from the receiver. Decoding – Translating the encod message Print Media- forms of communication that is printed on Receiver – of the message for whom the communication physical materials such as paper is meant. The receiver receives the information, order or message. Penny Press- A tabloid newspaper put out for the price of a single penny. Members of the working and lower classes Feedback- which is essential to make communication, a who could not afford newspapers could afford to buy a successful one. It is the effect, reply or reaction of the penny press, so these papers began covering social issues information transmitted. of interest to these groups, providing news coverage Noise- Hindrance in the process of communication. where none had existed before. Function of Communication Francisco Koko Trinidad, known as the father of Philippine Broadcasting attended the International Inform – Information ensures that an employee is Telecommunications Union (ITU) in 1947, held in Atlantic aware of the rules and procedures of an City in the US. organization. Broadcast Media Radio- Specifically radio, is apowerful Downward-moving communication- from form of mass communication that utilizes electromagnetic superiors to subordinates waves to transmit audio content to a wide audience Upward- moving communication -from subordinates to superiors Doctrina Christiana -The first ever book published in the Horizontal moving Communication – Peer Philippines: Doctrina Christiana to Peer  Persuasion – It is the ability to change the attitude sender has to stop sending the signals to the or behavior of employees, vendors, clients, etc. recipient and then only the recipient can respond. Three part of persuasion Exam: “ over” “ roger “ Source credibility Tactical Communication System – In this mode Emotional Appeal of communication, communication varies according Social and Ego Needs to the changes in the environmental conditions and Motivation- Communication fosters motivation by other situations. clarifying to employees what they must do, how well Exam : To Militaries, to use communication they are doing it, and how they can improve if system performance is subpar. Codex – manuscripts book, typically bound with pages made of parchment or paper Type of Communication System Newspaper – The Earliest Newspapers – The Acta Optical Communication System- The word Diurna (actions of the day), written on a tablet, was “Optical” stands for light. As the name itself posted on a wall after each meeting of the Senate. Its suggests, optical communication system depends circulation was one, and there is no reliable measure of on light as the medium for communication. its total readership. However, it does show that people Exam: Traffic Light have always wanted to know what was happening and Radio Communication System- the information that others have helped them do so. flows with the help of a radio. Radio communication The first newspaper published in the Philippines, so far system works with the aid of a transmitter and a as recorded, was a sheet called Del Superior Govierno, receiver both equipped with an antenna. the first number of which came out on August 8, 1811. It Exam: Transmitter apparently was devoted exclusively to news of political Duplex Communication System – two equipment conditions in Europe as affecting the interests of Spain. can communicate with each other in both the Newspapers have been a part of public life since Roman directions simultaneously and hence the name times, prospering in Europe, and coming to the Colonies Duplex. When you interact with your friend over in the 1690s. the telephone, both of you can listen to each other at the same time. Newspaper Function – Newspapers were the original Exam: Phone talking source of news, informing people of the goings-on long Half Duplex Communication System -both the before radio and television were invented two parties can’t communicate simultaneously. The Inform - One of the primary functions of a newspaper is to inform its readership. This is usually in the form of the daily happenings from the local area, on a nationwide Scroll and “pages” – The ancient Egyptians were the first basis and internationally. society to use “pages”, as such. They did this by weaving together stems of a papyrus plant, then flattening the Advise - Newspapers also offer guidance and woven stems by pounding them flat. This created a opinion to help shape people’s view on certain “page”, which, when glued together, became a scroll. subjects or matters. Practical - Newspapers also have a practical Kapisanan ng mga broadkasters ng Pilipinas ( KBP) - function, which is to assist readers with their daily KBP lives. They publish a wealth of useful information of Radio stations back then were not regulated until the a practical nature that helps people go about their year 1931. The Radio Control Board was instigated under daily business. the US colonial government. The regulating agency took Entertain - Newspapers also seek to offer a care of the license applications and frequency allocation. diversion and simply entertain. To this end, many KBP came only in April 7, 1973. newspapers will publish crosswords, games and Nicholas Field ( NOW VILLAMOR AIRBASE) – a Serbian puzzles. Many feature cartoon strips and humorous immigrant to the United States, demonstrated a wireless writings. radio to audiences in St. Louis the year before Marconi’s Yellow journalism and Yellow Press – term “yellow demonstration. Although Tesla came first, Marconi journalism” is used negatively to describe any journalistic patented his invention in 1896 while Tesla patented his in style that treats real news either unprofessionally or 1900. unethically. Or that puts forth information as true, which could be the very first radio station in the Pearl has no basis in fact. of the Orient. Manila Broadcasting Company – -is major broadcasting Commercial Radio vs Non- Commercial Radio network in the Philippines know for is radio station channels Commercial radio derives its operating budget from selling advertising. Since they attract those Magazine –Magazine circulation comes in the form of advertising dollars based on ratings, commercial subscription, single-copy sales, and controlled radio stations need consistently large numbers of circulation. Advertiser demands for better measures of listeners. readership and accountability may render circulation an Non Commercial Radio – radio, also called non- outmoded metric comm for short, includes college radio and community-based radio stations, including local National Public Radio (NPR) affiliates. Communication Settings  Intrapersonal - This means communicating within different cultural background than the intended yourself. When you think, daydream and solve receiver. problems that is seen as intrapersonal Henry Hermann - First Radio Network communication. Hunger, pain and pleasure are said to be physical feedback mechanisms. Henry Hermann, founder of the Electrical Supply Interpersonal -This form of communication refers Company (Manila) gained permission, possibly from to the interactions of two or more people. All local government and the military to operate more than communication involving other people and oneself one station. The test broadcasts delivered music over the is seen as interpersonal. air to wealthy residents who owned radio receivers. Small Group - This form of communication is This network of test broadcasts, however, was summed characterized by leadership, a somewhat equal up into one 100-watt powered AM station bearing the call sharing of ideas, peer pressure, roles and norms, letters KZKZ on 729 kHz. and focus on a common goal, usually in face-to-face interaction. Radio Corporation of the Philippines (RCP) later bought Public Communication - This occurs where one KZKZ in October 1924. person talks to several others and is the dominant RCP expanded in Cebu putting up KZRC (Radio Cebu) in focus of the communication in a public setting. It is 1929, which is now DYRC. characterized by having a speaker and an audience. Mass Communication- This occurs where a Guglielmo Marconi message needs help to get from point A to point B – an Italian inventor, proved the feasibility of radio from its source/sender to its destination/receiver. communication. He sent and received his first radio Some form of mechanism is needed to connect the signal in Italy in 1895. By 1899 he flashed the first sender to the receivers. These include print wireless signal across the English Channel and two years (newspapers or magazines), electrical (radio, later received the letter “S”, telegraphed from England to television or video), or electronic (computer Newfoundland. This was the first successful transatlantic modems). radiotelegraph message in 1902.. Organizational Communication - This is a very specialized area that focuses on interpersonal, Ultra High Frequency –used for television broadcasting small-group, public and mass communication as Electrophone – -musical instrument that produce sound they interact in a complex, multi-group setting. using electrical circuits Intercultural Communication - Otherwise known as cross-cultural communication, it describes what Heinrich Rudolf Hertz was the first to send and receive happens when the sender of a message is from a radio waves. The radio came from a series of discoveries and inventions in the late 1800s and early 1900s. The first contributor, the one responsible for opening the door to all radio, is Heinrich Hertz. The German physicist studied radio waves and proved signals could be transmitted wirelessly. He proved the existence of the electromagnetic waves predicted by James Clerk Maxwell’s equations of electromagnetism. The unit of frequency, cycle per second, was named the "hertz" in his honor. Very High Frequency – use for radio broadcasting