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)

COMMUNICATION - the exchange of information and the expression of

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”.

Interpersonal Communication: refers to the communication between two persons, whether they are
verbal or non-verbal.

Mediated Interpersonal Communication: refers to the process where technology stands in between the
parties communicating and becomes the channel by which the message is sent or received.

Mass Communication: refers to communication systems used to create, produce, and disseminate media
texts to mass audiences. Traditional forms of mass communication consist of newspaper,
radio, television, and film, it is also understood that in mass communication, there is no
immediate feedback between the source and the receiver.
Organizational Communication: refers to communication useds in the business environments

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 eye spoken and written. Here the sender gives
contact, facial expressions, gestures, words to his feelings, thoughts, ideas and
opinions and expresses them in the form of
posture, and the distance between two
speeches, discussions, presentations, and
individuals. conversations.

Activity 1.1:

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.

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

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.

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.

Activity 1.2:
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 DEFINITION
 the main ways that large numbers of people receive information
Oxford Learner's
and entertainment, that is television, radio, newspapers, and the
Dictionaries
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
UNESCO Media and messages
Information Literacy  source of credible information in which contents are provided
Curriculum for Teachers 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

The Penguin Dictionary of
Media Studies (2007)
David Buckingham (2003).
director of the London
University Centre for the
Study of Children. Youth
people
 carries a certain degree of intellectual baggage or currency with
it
 something we use when we want to communicate with people
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
 and Media (Callison&
Tilley, 2006)
 any means, agency, or instrument of communication
Encyclopedic Dictionary
 the physical means by which a sign or text is encoded (put
of Semiotics, Media, and
Communications (2000) 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
Presidential Decree No.
the like, and the broadcast medium of communication, which
1018 (1976)
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”.Informationisthe 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.
Activity 1.3:
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?

Grade 12 – Media and Information Literacy

First Quarter
Week 1
Day 04 & 05

Topic: Communication, Media and Information

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

ASSESSMENT 1

Direction: Write an essay on how communication is affected by media and information. Your work
must have at least 3 paragraphs and should have a title. Cite some examples relating to your
personal life. Focus only on one medium (Ex. Mobile Games or Social Media). Write on a short
bond paper.