PRINCIPLES OF

COMMUNICATION &
MEDIA LITERACY

M O D U L E 2
COMM
UNICA
TION
DEFINITION

Communication is a two-way process

of reaching mutual understanding, in
which participants not only exchange
(encode-decode) information, news,
ideas,  and feelings but also create or
generate, and  share meaning.
ATTRIBUTES OF
COMMUNICATION
1. DYNAMIC
- ever- changing

2. SYSTEMATIC
- a group of elements

3. SYMBOLIC INTERACTION
-language is a form of symbol that
people use to interact

4. PERSONALLY CONSTRUCTED
MEANING
-meaning are in people; not in
words
4 LEVELS OF 
COMMUNICATION

1. INTRAPERSONAL
- communication with oneself
2. INTERPERSONAL
- person-to-person or public
communication
3. GROUP COMMUNICATION
-a person communicating with an
audience of 2 and more but
without direct interaction
4. MASS COMMUNICATION
-communication in large groups
using mass media
 COMMMUICATION
BARRIERS

ANY DISTORTION IN THE MESSAGE,

MISINFORMATION, AND LACK OF
INFORMATION IS CALLED BARRIER OR NOISE.
 NOISE
Noise can be non-physical  and unobervable such as negative first impression,
cultural differences, and undiagnosed  learning deficiencies

3  Levels of Problems
  1. TECHNICAL PROBLEM
2. SEMANTIC PROBLEMS
3. EFFECTIVENESS PROBLEMS
 NOISE
4  GENERAL TYPES OF COMMUNICATION  NOISE
  1. CHANNEL NOISE
2. ENVIRONMENTAL FACTORS
3. SEMANTIC NOISE
4. SOCIO- PSYCHOLOGICAL BARRIERS
 SIX PRINCIPLES OF
MEDIA LITERACY
1. Media Materials are Constructed =  PRODUCTION
2. Media Materials are Created  and Distribured Within a Commercial
Environment = PROFIT
3. Media Materials are Created  and Distribured Within a Political
Environment = POWER
4. Mass Media Present their Ideas within Primary Genres of
Environment, News, Information, Education, and Advertising =
PLATFORM
 SIX PRINCIPLES OF
MEDIA LITERACY
5. People are Active Recipients of Media Messages = PARTICIPATION
6. Media Representations Play a Role in the Way Society Understands
its Reality = PERCEPTION
MEDIA EFFECTS
THEORIES
 AGENDA - SETTING THEORY

A. the ability  (of the news

media) to influence the
importance placed on the
topics of the public agenda. 

B. Maxwell McCombs nad

Donald Shaw explain the
relationship between the
empahsis that the mass
media palce on issue and the
importance that  media
audience attribute to those
AGENDA - issues.
SETTING
 AGENDA - SETTING THEORY

C. McCombs and Shaw found

an almost perfect correlation
between the issues listed by
the voters as most important
and the topics that were given
the most space, time, and
prominence in the news media.

D.   Who sets the media's 

agenda?

AGENDA -
SETTING
 PRIMING  THEORY

A. it is the ability of media to

provide the context for the
discussion of a given issue,
thereby setting the stage for
audience understanding. 

B. Priming occurs when the

exposure to information or an
event activates a construct in
audience members' memories,
which then informs subsequent
judgements that they make.
PRIMING
 FRAMING  THEORY

A. If Agenda-Setting tells us
WHAT media shows, Framing
tells us HOW media shows it.

B. the basis of this theory is

that the media focuses
attention on certain events and
then places them within a field
of meaning which we call
frames. 

FRAMING
 FRAMING  THEORY

C. Frames can be episodic ,

depicting social issues as
limited to events only and not
placed in a broader
interpretation or context, or
thematic. 

D. MEDIA FRAMES:
1. Human Impact
2. Powerlessness
3. Economics
FRAMING 4. Moral Values
5. Conflict
 FRAMING  THEORY

E. FRAMING TECHNIQUES:
1. Metaphor - ideas through
comparison
2. Stories - topic via narrative
in a vivid and memorable way
3. Tradition - cultural mores
that imbue significance in the
mundane, closely tied to
artifacts
4. Slogan, jargon, catch phrase -
to frame an object with a
FRAMING catchy phrase to make it more
memorable.
 FRAMING  THEORY

E. FRAMING TECHNIQUES:

5. Artifact - object with

intrinsic symbolic value, a
visual/cultural phenomenon
that hold more meaning
6. Contrast- to describe an
object in terms of what it is not
7. Spin - to present a concept in
such ways to convey a value
judgement that might not be
FRAMING immediately apparent; to
create an inherent bias by
definition.
 CULTIVATION ANALYSIS 
THEORY

A. the theory states that heavy

exposure to media causes
individuals to develop an
illusory perception of reality
based on the most repetitive
and consistent messages of a
particular medium.

CULTIVATION
ANALYSIS
 DIFFUSION OF INNOVATION 

A. this theory states that an

innovation (an idea, new
tecnique, or new technology)
diffuses or spreads throughout
the society in a predictable
pattern. 

B. CRITICAL MASS - describes

the point when  adoption of an
innovation takes off, when the
greatest number of people
DIFFUSION OF begin to adopt it. 
INNOVATION
THANK
YOU!