INFORMATION - Processed data and/or • COMMUNICATION IS SYSTEMATIC - it

knowledge derived from study, experience, involves systems of interrelated and interacting
instruction, signals, or symbols. (What do we parts.
communicate?)
• COMMUNICATION IS SYMBOLIC - symbols,
MEDIA - Channels or ways we use to transmit or verbal (with words) or nonverbal (without
communicate messages; communication tools. words), are the basis of language.
(How do we communicate?)
TWO TYPES OF COMMUNICATION
TECHNOLOGY - Application of scientific
knowledge to the practical aims of human life or VERBAL COMMUNICATION
to change and manipulate the human  Written
environment. (What can we use to  Oral
communicate better?)
NON-VERBAL COMMUNICATION
LITERACY - The ability to identify, understand,
interpret, create, communicate, and compute • Signs
using printed and written materials associated
• Symbols
with varying contexts.
• Colors
INFORMATION LITERACY - ability to know when
an information is needed. • Gestures
MEDIA LITERACY - ability to use media • Body Language
accordingly to its function.
• Facial expressions
TECHNOLOGY LITERACY - ability to use
technology in the digital environment.

MEDIA AND INFORMATION LITERACY -

Combination of knowledge, attitudes, skills, and
COMMUNICATION MODEL
practices required to access, analyze, evaluate,
use, produce, and communicate information BASIC PROCESS OF COMMUNICATION
and knowledge in creative, legal and ethical
ways that respect human rights.

Communication - refers to 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.

• COMMUNICATION IS A PROCESS - a process

that changes as the communicators’
environments and needs change.
SHANNON-WEAVER’S COMMUNICATION
MODEL (1948)
- Known as the mother of all
communication models, depicts
communication as a linear or one-way
process.
OSGOOD- SCHRAMM MODEL OF
COMMUNICATION (1954)
- is the most commonly taught and
widely used theory of communication.
BERLO’S SMCR MODEL OF COMMUNICATION
(1960)
- Sender-Message-Channel-Receiver
(SMCR) model of communication from
Shannon Weaver’s Model of
Communication (1949).
ARISTOTLE MODEL OF COMMUNICATION
- Aristotle developed a linear model of
communication for oral communication.
This is considered as the first model of
communication and was proposed
before 300 B.C. mainly focused on
speaker and speech.
ELEMENTS OF COMMUNICATION
SPEAKER - the source of information or
message.
MESSAGE - any information or anything the
speaker/sender wants to communicate by using
a medium.
MEDIUM - is the form in which the
speaker/sender conveys the message.
CHANNEL - is the method or means of sending
or expressing the messages.
ENCODING - the process of converting the
messages into words, actions or other forms
that the speaker understands.
LISTENER/RECEIVER - the recipient or the one
who gets the message.
FEEDBACK - is the receiver’s reaction or
response.
CONTEXT - is the situation or environment
where communication takes place.
BARRIER - the factors that affect the flow of
communication.
DECODING - the process of interpreting the
encoded message of the speaker by the
receiver.
FAKE NEWS - Sources that intentionally
fabricate information.
DISINFORMATION - It refers to disseminating
deliberately false information.
MISINFORMATION - It refers to unintentional
spreading of erroneous information wherein
some netizens often used “nobody’s perfect” as
an excuse.
Traditional Media to New Media
PRE-INDUSTRIAL AGE (Before 1700s) - People
discovered fire, developed paper from plants,
and forged weapons and tools with stone,
bronze, copper, and iron.
INDUSTRIAL AGE (1700s-1930s) - People used
the power of steam, developed machine tools,
established iron production, and the
manufacturing of various products.
ELECTRONIC AGE (1930s-1980S) - The invention
of the transistor ushered in the electronic age.
People harnessed the power of transistors.
INFORMATION AGE (mid 1900s-2000s) - The
internet paved the way for faster
communication and the creation of the social
network.
DIGITAL CITIZENSHIP - is the continuously
developing norms of appropriate, responsible,
and empowered technology use.
9 elements of digital citizenship
Digital access - is about the equitable
distribution of technology and online resources.
Digital Etiquette - refers to electronic standards
of conduct or procedures and has to do with the
process of thinking about others when using
digital devices.
Digital Law - refers to the electronic
responsibility for actions and deeds.
Digital Literacy - is the process of understanding
technology and its use.
Digital Communication - is the electronic
exchange of information.
Digital Commerce - is the electronic buying and
selling of goods.
Digital Rights and Responsibility - is about
helping students understand that when they are
provided opportunities and need to be diligent
in helping others as well, such as informing
adults of potential problems.
Digital Security and Privacy - are the electronic
precautions to guarantee safety.
Digital Health and Wellness - refer to the
physical and psychological well-being in a digital
world.
CORE RULES OF NETIQUETTE
Digital etiquette - which pertains to electronic
standards of conduct or procedures and
involves thinking about others when using
digital devices.
Netiquette - as a set of rules about the proper
and polite way to communicate with others
when using the internet.
 Remember the human
  Adhere to the same standards of
behavior online that you follow in real
life.
 Know where you are in cyberspace.
 Respect other people's time and
bandwidth.
 Make yourself look good online.
 Share expert knowledge.
 Help keep flame wars under control.
 Respect other people's privacy.
 Don't abuse your power.
 Be forgiving of other people's mistakes.
TYPES OF MEDIA
PRINT MEDIA - consisting of paper and ink,
reproduced in a printing process that is
traditionally mechanical.
VISUAL MEDIA - Pictures, photos, images, and
graphics used to channel communication using
the sense of sight.
GRAPHIC DESIGN - refers to the process of
visual communication that organizes and
presents information creatively for a particular
purpose.
TEXT MEDIA - a simple and flexible format for
conveying ideas, whether handwritten or
printed.
TYPOGRAPHY - Refers to the art and technique
of arranging the visual component of the
written word; features textual designs with
optical illusions to improve readability and help
convey meaning.
BROADCAST MEDIA - such as radio and
television that reach target audiences using
airwaves as the transmission medium.
AUDIO MEDIA - Use audio or voice recording as
a medium in the delivery of information to
appeal to the auditory sense.
MULTIMEDIA - Concerned with
computercontrolled integration of different
media types where every information can be
stored, communicated, and handled digitally.
NEW MEDIA content organized and distributed
on digital platforms.
MEDIA CONVERGENCE
- The merging of different equipment and
tools for producing and distributing
news through digitalization and
computer networking
- Allows media to be produced and
distributed on multiple devices
(Technological convergence)
- Synergy of communication, content,
and computing in the digital world
SOURCES OF INFORMATION
PRIMARY - an original, uninterpreted, or first-
hand material created by the person (s)
involved in an activity or an event.
- artifacts, diaries and autobiographies, printed
and handwritten letters, manuscripts, music,
official and original documents, emails, journals,
periodicals, artwork, architecture, patents,
audio and video recordings.
SECONDARY - information obtained through - public library
the analysis, interpretation, and evaluation of
primary source materials. - special library

- newspaper articles, literature reviews,

textbooks, biographies, encyclopedia,
dictionary, directories, yearbook

TERTIARY - involves information that collects,

organizes, and summarizes primary and
secondary source materials.

INDIGENOUS KNOWLEDGE - A form of media

“conceptualized, produced, and circulated by
indigenous people as vehicles for
communication” (Wilson et.al 2015) - Folktales,
Folk songs, Folk dance

LIBRARY - Describes as a place and a “means of

access to information ideas, and works of
imagination” (IFLA, 2003)

Kinds of Library Services

User Services - Function in linking people to the

information they are looking for

Technology Services - Function in gathering,

cataloging, and preparing library materials –

Computer Services - Function in maintaining

databases, software programming, web design,
and computer maintenance in the library –

Administrative Services - Function in managing

the library services, conveying contracts,
supervising library employees, and preparing
budgets for operation

Classification of Libraries

- school library

- academic library