COMMUNICATION
- is the act or process of using words, sounds,
signs, or behaviors to express or exchange
information or to express your ideas, thoughts,
feelings, etc., to someone else
- the exchange of information and the expression of
feeling that can result in understanding
TWO (2) BASIC TYPES OF COMMUNICATIONS
NON-VERBAL COMMUNICATION
- Signs, symbols, colors, gestures, body language,
facial expressions
VERBAL COMMUNICATION
- Oral / Written
PARTS OF COMMUNICATION PROCESS
1. Sender: This is the person that is delivering a message to
a recipient.
2. Message: This refers to the information that the sender is
relaying to the receiver.
3. Channel of communication: This is the transmission or
method of delivering the message.
4. Decoding: This is the interpretation of the message.
Decoding is performed by the receiver.
5. Receiver: The receiver is the person who is getting or
receiving the message.
6. Feedback: In some instances, the receiver might have
feedback or a response for the sender. This starts an
interaction.
MEDIA
- The physical objects used to communicate with, or
the mass communication through physical objects
such as radio, television, computers, film, etc. It
also refers to any physical object used to
communicate messages.
INFORMATION
- A broad term that covers processed data,
knowledge derived from study, experience,
instruction, signals or symbols.
Media Literacy
- The ability to read, analyze, evaluate and produce
communication in a variety of media forms.
Information Literacy
- The ability to recognize when information is
needed and to locate, evaluate, effectively use and
communicate information in its various formats.
Technology (Digital) Literacy
- The ability to use digital technology,
communication tools or networks to locate,
evaluate, use, and create information.
Media and Information Literacy (MIL)
- a “combination of knowledge,attitudes, skills, and
practices required to access, analyze, evaluate,
use, produce, and communicate information and
knowledge in creative, legal and ethical ways that
respect human rights”
Prehistoric Age (before 1700)
- Prehistoric refers to the time before the existence
of written or recorded history.
- Stone Age and the Metal Age- the kind of tools
that the prehistoric people used during those
times.
Prehistoric Art as the Earliest Form of Traditional Media
- During the Stone Age, prehistoric people also
used these crude stone tools to create objects,
which are now considered rock art.
Two kinds of rock art during the Stone Age
PETROGLYPHS
- can be carvings or engraving in rocks or caves.
PICTOGRAPHS
- represent words or phrases through symbols.
- used to refer to sketches or paintings that usually
depict nature, early people’s way of life.
Example Forms of Media
• Cave paintings (35,000 BC)
• Clay tablets in Mesopotamia (2400 BC)
• Papyrus in Egypt (2500 BC)
• Acta Diurna in Rome (130 BC)
• Dibao in China (2nd Century)
• Codex in Mayan region (5th Century)
• Printing press using wood blocks (220 AD)
Industrial Age (1700s to 1930s)
- Most people associate factories and machines to
industries.
- The Industrial Age began in the 18th century in
Great Britain when the country made drastic
reforms to improve their economy.
- Technology shifted from using hand tools to
operating power-driven machines.
Example Forms of Media
• Printing press for mass production (1900)
• Newspaper- The London Gazette (1740)
• Typewriter (1800)
• Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)
• Telegraph
• Punch cards
Electronic Age (1930s to 1980s)
- Electronic refers to an object that has electronic
components, such as sensors, microchips, which
functions once it is connected to an electrical
outlet.
- Industrial Age and Electronic Age are quite similar
– they thrived in the manufacturing industries.
- Industrial Age and Electronic Age are different
because of the equipment.
Example Forms of Media
• Transistor Radio
• Television (1941)
• Large electronic computers
• Mainframe computers - i.e. IBM 704 (1960)
• OHP, LCD projectors
New (Information) Age (1900s to 2000s)
- The Information Age has upgraded what it can
offer to consumers in terms of gadgets and
devices that can make their way of life not only
functional and comfortable, but also offer endless
possibilities.
- The Internet paved the way for faster
communication and the creation of the social
network.
- Moreover, voice, image, sound and data are
digitalized. We are now living in the information
age.
• Web browsers: Mosaic (1993), Internet Explorer (1995)
• Blogs: Blogspot (1999), WordPress (2003)
• Social networks: Friendster (2002), Multiply (2003), FB
(2004),
Instagram
• Microblogs: Twitter (2006), Tumblr (2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual Reality
• Video chat: Skype (2003)
• Search Engines: Google (1996), Yahoo (1995)
• Portable computers- laptops (1980), netbooks (2008),
tablets (1993)
• Smart phones
• Wearable technology
• Cloud and Big Data
TYPES OF MEDIA
PRINT MEDIA
- It refers to paper publications such as books,
newspapers, magazines, journals, newsletters,
and other materials that are physically printed on
paper.
- At present, some form of print media has digital
versions and are available for download through
applications or websites.
1. Book
- A reading material that can either be fictional or
nonfictional.
2. Newspaper
- Printed on a daily or weekly basis.
- It contains a wide range of articles which appear
on the different sections (such as news, lifestyle,
sports, and entertainment sections).
- It has editorial page where editors of the
newspaper share their views and opinions on
relevant and current issues.
3. Magazine
- A periodical publication released weekly, monthly,
or quarterly.
4. Journal
- Like both newspaper and magazines.
- It contains informative articles and provides
accurate reports on specific topic, such as
medicine.
5. Newsletter
- Organizations or companies release newsletters
for special purposes. A newsletter is published
either weekly or monthly.
- It can be a bulletin where a company or an
organization informs its readers about the updates
and happenings in the institution or community.
6. Gazette
- It pertains to the official publication of a
government organization or institution, which is
intended for public notices or listing of
appointments.
7. Pamphlet
- It contains detailed, yet easy to understand text
with images.
8. Brochure
- A small book or magazine that contains pictures
and information about the products or services
offered by a company or organization.
9. Flyers and leaflet
- It refers to printed sheet of paper which contains
information about a product for advertising
purposes.
- Distributed and given free to targeted customers to
promote a product.
BROADCAST MEDIA
- It consists of programs produced by television
network and radio stations.
- Contrary to print media, broadcast media airs
audio and video materials for the public’s
information, interest, or leisure.
1. Radio
- The first known radio is attributed to the Italian
inventor, Guglielmo Marconi, when he made the
wireless telegraph in 1895.
- Radio announcers or DJs deliver the news or play
music through airwaves.
- It can be set in an AM or FM mode.
- AM – amplitude modulation
- FM – frequency modulation
2. Television
- One of the most visible appliances at home.
- Equipped with electronic system capable of
sending images and sounds by a wire through
space.
3. Film
- It is like a television show as it offers a variety of
themes and genres.
- It is also called movies or motion pictures.
NEW MEDIA (INTERNET)
 - It is an electronic communications network that
connects people through various networks and
organizational computer facilities around the world.
FEATURES OF NEW MEDIA (INTERNET)
1. Webpage
- It is a specific collection of information provided by
a website and displayed to a user in a web
browser.
- The name "web page" is a metaphor of paper
pages bound together into a book.
2. Hypertext
- A text displayed on a computer display or other
electronic devices with references to other text that
the reader can immediately access.
3. Instant Messaging
- Instant messaging technology is a type of online
chat that offers real-time text transmission over the
Internet.
4. E-mail
- Electronic mail (email or e-mail) is a method of
exchanging messages ("mail") between people
using electronic devices.
- Ray Tomlinson is credited as the inventor of email.
5. Distance Education
- Distance education, also called distance learning,
is the education of students who may not always
be physically present at a school.
6. E-book
- An electronic book, also known as an e-book or
eBook, is a book publication made available in
digital form, consisting of text, images, or both,
readable on the flat panel display of computers or
other electronic devices.
7. Online Shopping
- Online shopping is a form of electronic commerce
which allows consumers to directly buy goods or
services from a seller over the Internet using a
web browser or a mobile app.
8. Media Convergence
- It is the ability to transform different kinds of media
into digital code, which is then accessible by a
range of devices.
Examples of Media Convergence:
• Smartphones
- Camera, TV, Telephone, Web, Browser, Digital
Map, Radio, etc.
• Computers
- Camera, Music Player, Video Player, Web
Browser, etc.
• Internet
- Facebook, Twitter, Instagram, etc.
• Google
- Google Search, Google Drive, Google Mail,
Google Play, Google Chrome, Google Wallet,
Blogspot, Playstore, YouTube, Google Plus, etc.
• Facebook
- Facebook, FB Messenger, MSQRD, Hangout,
Instagram, WhatsApp, etc.
Media and Information Sources
LIBRARY
- A place in which literary, musical, artistic, or
reference materials (such as books, manuscripts,
recordings, or films) are kept for use but not for
sale
FOUR (4) MAJOR TYPES OF LIBRARY
1. Academic Library- serves colleges and
universities
2. Public Library- serves cities and
towns of all types
3. School Library- serves students from
Kindergarten to Grade 12
4. Special Library- are in specialized
environments, such as hospitals, corporations,
museums, the military,
INDIGENOUS
- - native; local; originating or produced naturally in
a region/locality
INDIGENOUS KNOWLEDGE
- knowledge that is unique to a specific culture or
society; most often it is not written down
INDIGENOUS COMMUNICATION
- transmission of information through local channels
or forms - it is a means by which the culture is
preserved, handed down and adapted
INDIGENOUS MEDIA
- may be defined as forms of media expression
conceptualized, produced, and circulated by
indigenous peoples around the globe as vehicles
for communication
FORMS OF INDIGENOUS MEDIA
- Folk or Traditional Media
- Gatherings and Social Organizations
- Direct Observation
- Records (written, carved, oral)
- Oral Instruction
INTERNET
- A global computer network providing a variety of
information and communication facilities,
consisting of interconnected networks using
standardized communication protocols.
EVALUATING INFORMATION FOUND ON THE INTERNET
Authorship
- If the author is not identified, be wary. When an
article or website is authored anonymously it has
little credibility.
Publishing body
- This can help you determine the origin of the
document, for example whether it is produced by
an established publisher, a government agency, a
nonprofit organization, or a commercial website.
Consider the publisher's reputation and
trustworthiness.

Accuracy and Verifiability
- Can the facts presented on a website be
substantiated elsewhere? Beware of information
that can't be confirmed or that presents a biased
view. Always check multiple sources to determine
credibility.
Currency
- Be aware of when the web page was created and
how recently it's been updated. Is the information
current? Outdated information and broken links
indicate the page is not being maintained.
Language
- pertains to the technical and symbolic ingredients
or codes and conventions that media and
information professionals may select and use in an
effort to communicate ideas, information, and
knowledge.
MEDIA LANGUAGES
- are codes, conventions, formats, symbols and
narrative structures that indicate the meaning of
media messages to an audience.
CODES
- are system of signs, which create meaning
CODES
- are generally accepted ways of doing something
TYPES OF CODES
TECHNICAL CODES
- Ways in which equipment is used to tell the story
(camera techniques, framing, depth of fields,
lighting and exposure, etc.)
(CAMERA TECHNIQUES)
Extreme Wide Shot
- also called extreme long shots such as a large
crowd scene or a view of scenery as far as the
horizon.
Wide Shot
- a view of a situation or setting from a distance.
Medium Shot
- also called a mid-shot or waist shot, is a type of
camera shot in film and television that shows an
actor approximately from the waist up.
Medium Close-up Shot
- shows a subject down to his/her chest/waist
Close-up Shot
- a full screen shot of a subject’s face showing the
finest nuances of expression
Extreme Close-up Shot
- a shot of a hand, eye, mouth, or any object in
detail
Camerawork- refers to how the camera is operated,
positioned and moved for specific effects.
Editing- is the process of choosing, manipulating and
arranging images and sound.
Audio- is the expressive or naturalistic use of sound. Audio
can be diegetic or non-diegetic.
Lighting- is the manipulation of natural or artificial light to
selectively highlight specific elements of the scene.
SYMBOLIC CODES
- Show what is beneath the surface of what we see
(objects, setting, body language, clothing, color,
etc.)
- Symbolic codes are social in nature. What this
means is that these codes live outside the media
product themselves but would be understood in
similar ways in the ‘real life’ of the audience.
Setting- is the time and place of the narrative.
Mise en scene- is a French term that means ‘everything
within the frame’. In media terms it has become
to mean the description of all the objects within a frame of
the media product and how they have been
arranged.
Acting - Actors portray characters in media products and
contribute to character development, creating
tension or advancing the narrative.
Colour- has highly cultural and strong connotations.
WRITTEN CODES
- are the formal written language used in a media
product. Just like technical and symbolic codes,
written codes can be used to advance a narrative,
communicate information about a character or
issues and themes in the media product.
CONVENTIONS
- Refers to a standard or norm that acts as a rule
governing behavior;
MESSAGE - The information sent to a receiver from a
source.
AUDIENCE - The group of consumers for whom the media
message was constructed as well as anyone
else who is exposed to the message.
PRODUCERS - People engaged in the process of creating
and putting together media content to make
a finished media product.
STAKEHOLDERS - Libraries, archives, museums, internet
and other relevant information providers.