Grade 12 – Media and Information Literacy

First Quarter
Week 1
Day 01

Topic: Communication
Learning Competency:
1. Describes how communication is influenced by media and information.
Objectives:
1. Define the key concepts
2. Describe the nature of communication
3. Differentiate Non Verbal and Verbal Communication
References:
DIWA Senior High School Series: Media and Information Literacy Module
https://www.slideshare.net/arnielping
A Primer on Communication Studies (index.html) (v. 1.0)

Concept Notes

What is communication? - the act or process of using words, sounds, signs, or

behaviors to express or exchange information or to
express your ideas, thoughts, feelings or etc., to
someone else – (http://www.merriam-webster.com)

- the exchange of information and the expression of

COMMUNICATION
feeling that can result in understanding–
(http://dictionary.cambridge.org)

- one of those everyday activities that is intertwined

with all of human life so completely that we
sometimes overlook its pervasiveness, importance
and complexity - Littlejohn and Foss (2008)

Communication is from the Latin term communicare, which means “to share” or “to divide out”. It may
also be thought to originate from another Latin word communis, which means “working together”. As explained
by Bulan and de Leon (2002) in their book Practical Speech Fundamentals, “without speech or oral
communication, societies could not attain levels of civilization; communities could not organize into living and
working groups, mark and ritualize practices and traditions, debate and decide difficult issues, and transform
society for its good”.

What are the two basic types of communication?

NON-VERBAL VERBAL

-the transmission of messages or signals -communication involving words, both

through a nonverbal platform such as spoken and written. Here the sender
eye contact, facial expressions, gestures, gives words to his feelings, thoughts,
ideas and opinions and expresses them
posture, and the distance between two
in the form of speeches, discussions,
individuals. presentations, and conversations.
Assessment:
1. List 10 different nonverbal cues and describe the meanings they could convey to the recipient.
Example: arms crossed – closed to having a discussion
Head nodding – saying yes or agree

Non Verbal Cues Meaning

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

2. Discuss an experience where you have had some kind of miscommunication or misunderstanding
because of differences in interpreting nonverbal messages.

3. Give three examples of verbal communication that you are using in your daily life.
4. Differentiate nonverbal and verbal communication using venn diagram.
 Grade 12 – Media and Information Literacy
First Quarter
Week 1
Day 02

Topic: Communication
Learning Competency:
1. Describes how communication is influenced by media and information.
Objectives:
1. Define the key concepts
2. Describe communication process and the concepts related to it.
References:
DIWA Senior High School Series: Media and Information Literacy Module
https://www.communicationtheory.org/
https://businessjargons.com/communication-process.html

CONCEPT NOTES

The communication is a dynamic process that begins with the conceptualizing of ideas by the sender who
then transmits the message through a channel to the receiver, who in turn gives the feedback in the form of some
message or signal within the given time frame. Thus, there are seven major elements of communication process:

1. Sender: The sender or the communicator is the person who initiates the conversation and has
conceptualized the idea that he intends to convey it to others.
2. Encoding: The sender begins with the encoding process wherein he uses certain words or non-verbal
methods such as symbols, signs, body gestures, etc. to translate the information into a message. The sender’s
knowledge, skills, perception, background, competencies, etc. has a great impact on the success of the message.
3. Message: Once the encoding is finished, the sender gets the message that he intends to convey. The
message can be written, oral, symbolic or non-verbal such as body gestures, silence, sighs, sounds, etc. or any
other signal that triggers the response of a receiver.
4. Communication Channel: The Sender chooses the medium through which he wants to convey his
message to the recipient. It must be selected carefully in order to make the message effective and correctly
interpreted by the recipient. The choice of medium depends on the interpersonal relationships between the sender
and the receiver and also on the urgency of the message being sent. Oral, virtual, written, sound, gesture, etc. are
some of the commonly used communication mediums.
5. Receiver: The receiver is the person for whom the message is intended or targeted. He tries to
comprehend it in the best possible manner such that the communication objective is attained. The degree to which
 the receiver decodes the message depends on his knowledge of the subject matter, experience, trust and
relationship with the sender.
6. Decoding: Here, the receiver interprets the sender’s message and tries to understand it in the best possible
manner. An effective communication occurs only if the receiver understands the message in exactly the same way
as it was intended by the sender.
7. Feedback: The Feedback is the final step of the process that ensures the receiver has received the
message and interpreted it correctly as it was intended by the sender. It increases the effectiveness of the
communication as it permits the sender to know the efficacy of his message. The response of the receiver can be
verbal or non-verbal.

PROCESS OF COMMUNICATION THROUGH MODELS

To understand better the process of communication, here are some models as discussed by
communication scholar Denis McQuail (2005) in his book McQuail’s Mass Communication Theory:

1. Transmission Models. Perhaps the most popular among these is Harold Laswell’s representation of
communication as an attempt to answer question “Who says what to whom, through what medium,
and with what effect?”

Source: https://www.businesstopia.net/communication/lasswell-communication-model

Lasswell’s communication model - it is a theoretical model which explains the act of communication by
indentifying who said it, what was said, in what channel it was said, to whom was it said, and with what effect? It
was created by Harold Lasswell, a polititical scientist and communication theorist, who made this in 1948 when
he was a professor at Yale Law School.
For Example:
CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power station resulted in
about 100 times the permitted level of radioactive material flowing into the sea, operator Tokyo Electric
Power Co said on Saturday.
Who – TEPC Operator
What – Radioactive material flowing into sea
Channel – CNN NEWS (Television medium)
Whom – Public
Effect – Alert the people of japan from the radiation.

Later improvements in the model were introduced by other experts in communication. One such revision
is a model by Claude Shannon and Warren Weaver which incorporates the concept of noise that refers to anything
that interferes with the message.
 In 1948, Shannon was an American mathematician, Electronic engineer and Weaver was an American
scientist both of them join together to write an article in “Bell System Technical Journal” called “A Mathematical
Theory of Communication” and also called as “Shannon-Weaver model of communication”.

This model is specially designed to develop the effective communication between sender and receiver.
Also they find factors which affecting the communication process called “Noise”. At first the model was
developed to improve the Technical communication. Later it’s widely applied in the field of Communication.

SENDER:  The originator of message or the information source selects desire message
ENCODER: The transmitter which converts the message into signals
Note: The sender’s messages converted into signals like waves or Binary data which is compactable to
transmit the messages through cables or satellites. For example: In telephone the voice is converted into wave
signals and it transmits through cables
DECODER: The reception place of the signal which converts signals into message. A reverse process of encode
Note: The receiver converts those binary data or waves into message which is comfortable and
understandable for receiver. Otherwise receiver can’t receive the exact message and it will affect the effective
communication between sender and receiver
RECEIVER: The destination of the message from sender
Note: Based on the decoded message the receiver gives their feed back to sender. If the message
distracted by noise it will affect the communication flow between sender and receiver
NOISE:  The messages are transferred from encoder to decoder through channel. During this process the
messages may 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
Note: The model is clearly deals with external noises only which affect the messages or signals from
external sources. For example: If there is any problems occur in network which directly affect the mobile
phone communication or distract the messages

Source:https://www.communicationtheory.org/shannon-and-weaver-model-of-communication/

Practical Example of  Shannon-Weaver model of communication :

Thomson made call to his assistant “come here I want to see you”.  During his call, noise appeared
(transmission error) and his assistant received “I want” only. Again Assistant asked Thomson (feedback) “what
do you want Thomson”.
Sender       :   Thomson
Encoder     :   Telephone (Thomson)
Channel     :   Cable
Noise          :   Distraction in voice
Reception  :   Telephone (Assistant)
Receiver     :   Assistant.
Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages.
*The noise which affect the communication flow between them.
 Another transmission model is by Bruce Westley and Malcolm Maclean, Jr. where they argued that
instead of a having a sender merely relaying messages, you have a communicator who relays his or her account of
a selection of events or views/voices in society.

In 1957 Westley and MacLean’s model of communication is proposed by Bruce Westley (1915-1990)
and Malcolm S. MacLean Jr (1913-2001). Being one of the creators of journalism studies, Westley served as a
teacher at the University of Wisconsin, Madison, between 1946 and 1968. Malcolm was director of University of
Journalism School (1967-74) and co founder of the University College at University of Minnesota.

X1, X2, X3 and X4….—are news articles or information, Feedback (f), Clients (A), Reader or Audience (B) and
Gate Keeper (c)

Example:
A Daily News Papers will receive many Press releases from Many Public Relations Agencies on behalf of
their clients. In this case, News paper will publish the selected Press release due to the space constraints. Then,
Readers can directly respond to the client or they can respond to the News daily which published in the
Newspaper. If Readers responded to daily News paper, it will communicate the feedback to concern PR Agency.

X1, X2 and X3—are Press Release, Feedback (f), Clients (A), Reader (B) and Daily News Paper (Gate Keeper)
(c)
Feedback Loop between Reader (B) and News Paper (C) – fBC
Feedback Loop between News Paper(C ) and Client (A)- fCA
Feedback loop between Reader (B) and Client (A)- fBA.

2. Ritual or expressive model. This is an alternatively way of looking at how communication works.
In the expressive model, communication happens due to the need to share understanding and
emotions.
3. Publicity model. This model explains that communication involves audiences as “spectators
rather than participants or information receivers (McQuail, 2005)”.
4. Reception model. In this model, you come to understand communication as an open process,
which means that messages sent and received are open to various interpretations based on context
and the culture of the receiver.

Assessment:
Which among these models do you think describes your communication habits or patterns the most?
Why do you say so? Cite a most recent example that illustrates your point.
 Grade 12 – Media and Information Literacy
First Quarter
Week 1
Day 03

Topic: Media and Information

Learning Competency:
1. Describes how communication is influenced by media and information.
Objectives:
1. Define the key concepts related to media and information
2. Understand how media and information affects communication
References:
DIWA Senior High School Series: Media and Information Literacy Module
www.google.com

CONCEPT NOTES

Media and Information: The Means and the Ends in Communication

What is evident among all the models discussed is that there are many ways of defining
what communication is or how it works. But you have probably observed two distinct elements
that are intrinsically interconnected with the concept of communication - media and information.
They are so intertwined that information is one of the reasons why communication is done in
the first place; and this information can be shared through media.
When you further study communication in a more advanced level, you would learn that
one of the functions of communication is to inform. This is all the more made possible through
the use of media. Ponder on one of those occasions where you read a magazine, watched a
program on television, listened to the radio, went to see a film at a movie house, or surfed the
Internet. Any such activity involves media, information, and communication. In a sense, you
cannot do away with communicating, that is, getting and sharing information and utilizing
media to achieve both.

MEDIA

SOURCE
Oxford Learner's
Dictionaries
UNESCO Media and
Information Literacy
Curriculum for Teachers
The Penguin Dictionary of
Media Studies (2007)
David Buckingham (2003).
DEFINITION
 the main ways that large numbers of people receive information
and entertainment, that is television, radio, newspapers, and the
Internet
 refers to the combination of physical objects used to
communicate or mass communication through physical objects
such as radio, television, computers, or film, etc.
 also refers to any physical object used to communicate media
messages
 source of credible information in which contents are provided
through an editorial process determined by journalistic values
and therefore editorial accountability can be attributed to an
organization or a legal person
 means of distributing texts and messages to a large mass of
people
 carries a certain degree of intellectual baggage or currency with it
 something we use when we want to communicate with people
 director of the London
University Centre for the
Study of Children. Youth
and Media (Callison&
Tilley, 2006)
Encyclopedic Dictionary
of Semiotics, Media, and
Communications (2000)
Presidential Decree No.
1018 (1976)
indirectly, rather than in person or by face-to-face contact
 provide channels through which representations and images of
the world can be communicated indirectly
 any means, agency, or instrument of communication
 the physical means by which a sign or text is encoded (put
together) and through which it is transmitted (delivered,
actualized)
 refers to the print medium of communication, which includes all
newspapers, periodicals, magazines, journals, and publications
and all advertising therein, and billboards, neon signs and
the like, and the broadcast medium of communication, which
includes radio and television broadcasting in all their aspects and
all other cinematographic or radio promotions and advertising

Categories of Media

CATEGORY EXAMPLES
Modality Text, audio, video, graphics, animation
Format Digital or analog
Way of Transmitting Electromagnetic or radio waves, light waves
Mass Media TV, radio, print, Internet, telephone, mobile, any software

Mass media is communication—whether written, broadcast, or spoken—that reaches a large audience. This
includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth.

Functions of Mass Media and their main points:

1. For Surveillance - communication flow is largely one-way, from sender or source to receiver or audience
2. Correlation - communication is from one or a few to many
3. Cultural Transmission - communication is anonymous (sources generally do not know their audiences and
audience do not know the sources, except at a general level.
4. To simply entertain - audiences are largely seen as passive recipientsof the messages distributed by the
media, with little opportunity for feedback and practically no opportunity for immediate feedback or
interaction with one another

Media Convergence - broadly as the coming together of computing, telecommunications, and media in a
digital environment (Pavlik& McIntosh, 2004, p. 8).

Categories of Media Convergence:

1. Technological Convergence - traditional media converging into a digital platform

For example radio, camera, television and other applications converge on a smartphone

2. Economical Convergence - the merging of Internet, or telecommunication companies, with

more traditional media companies.

For example, Comcast merging with NBC Universal

 3. Cultural Convergence- pertains to the beliefs, values and practices shared by a group of
people

For example, merging or collaboration of Korean and Filipino entertainment companies and
people all over the world idolizing and admiring KPop groups

Information
 The UNESCO Media and Information
Literacy Curriculum for Teachers regard information as a “broad term that can cover data,
knowledge derived from study, experience, or instruction, signals or symbols." When you
use media, information is referred to as the “knowledge of specific events or situations that
has been gathered or received by communication,
intelligence, or news reports”.Information isthe content that you share during communication.

HOW IS COMMUNICATION AFFECTED BY MEDIA AND INFORMATION?

Picture Analysis
Analyze the following images to understand more about how media and information affects
communication nowadays.
Assessment:
1. Acquire latest information or news about the Covid 19 here in the Philippines through the given types
of media. Write it down below and do not forget to include the source.
Television Radio Print Media Internet

2. List down top three types of mass media you use and interact with for the past two weeks. Answer the
following questions for each type of media.
a) Why are you using and/or interacting with this medium?
b) What kind of information you share and/or receive from this medium?
c) How does this medium affect the way you share and/or receive information?
d) Do you consider yourself knowledgeable or literate in this medium?
3. On your own understanding, how is communication affected by media and information?
 Grade 12 – Media and Information Literacy
First Quarter
Week 1
Day 04 & 05

SUMMATIVE ASSESSMENT

Topic: Communication, Media and Information

Learning Competency:
1. Describes how communication is influenced by media and information.