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Quarter 1- Week 1
Media and Information Literacy

The Role of Media in the Communication Process

I. Introduction
Humans are social beings. Every day, we use communication to express our
thoughts and opinions, to respond to other people, and to transact formal and commercial
dealings. Whether it be willingly or compulsory, communication has been carved deeply into
our existence that its loss and misuse would have an undesirable effect on our everyday
lives.

To understand more the concept of communication, let us start by looking at the

origin of the word and its definition. The root of the word “communication” in Latin is
communicare, which means to share or to make common (Weekley, 1967). Furthermore,
communication is defined as the process of understanding and sharing meaning (Pearson &
Nelson, 2000). With this, we can see how communication has a lot to do with information
sharing and arriving at a common understanding.

Learning objectives

In this lesson, you will:

1. Recognize the different components in the communication process;
2. Understand how these elements connect and influence each other; and
3. Describe how communication is influenced by media and information
(MIL11/12IMIL-IIIa-1).

II. Content

Every day, we communicate countless times. And during those moments,

miscommunication also inevitably exists. The most common cause of misunderstanding
stems from problems in the elements of communication itself. In this part of the lesson, we
will look further into the essential components of communication.

Components of Communication

Although intrinsic in nature, communication is deemed a complex process. The

course through which information is sent, passed, or spread, involves several elements –
elements which, in turn, have their own significant components.

The book “Business Communication for Success” lists eight essential components
of communication:
1. Source – a person, group, or entity that forms, creates, sends, or forwards
a message or information
2. Message – the stimulus or meaning produced by the source for the receiver
or audience (McLean, 2005)
3. Channel – the tool or manner in which the messages will be carried through from
the source to the receiver

1 Prepared by:Narciso M. Espejo, Jr.,

MIT
 4. Receiver – receives the message from the source, analyzing and interpreting
the message in ways both intended and unintended by the source (McLean,
2005)
5. Feedback – the message or response of the receiver which is sent back to the source
6. Environment – the atmosphere, physical and psychological, where you send
and receive messages (McLean, 2005)
7. Context – the communication interaction involves the setting, scene, and
expectations of the individuals involved (McLean, 2005)
8. Interference – anything that blocks or changes the source’s intended meaning of the
message (McLean, 2005)

Before we look into the role of media and information, we should be able to grasp the
concepts and nature of communication first fully. To better understand this process, let us
look at them through communication models.

The Communication Process through Models

1. HAROLD LASSWELL’S COMMUNICATION MODEL

Figure 1.1 Lasswell’s Communication Model

Harold Lasswell’s communication model shows a one-way transmission of

information and simply illustrates how communication starts from a sender who transmits
their message through a channel to an intended receiver, consequently with a
corresponding effect. These channels may come in the form of spoken medium or through
digital or technological instruments like phones, computers, and the like. This model
attempts to answer the question, “Who says what to whom, through what medium, and with
what effect?”

2. SHANNON AND WEAVER’S COMMUNICATION MODEL

Figure 1.2 Shannon and Weaver’s Communication Model

2 Prepared by:Narciso M. Espejo, Jr.,
MIT
 A development of Lasswell’s model is a version by Claude Shannon and Warren
Weaver, which takes into account the concept of noise. Much like in Lasswell’s, this model
also indicates how communication starts with the information source who then sends a
message with the use of a transmitter (channel). The signals that are sent and received can
vary depending on the method of communication. However, the difference between the
models comes from the incorporation of the “noise.” Noise refers to anything that may
interfere
– stop or alter – the message being carried.
3. DAVID BERLO’S SMCR COMMUNICATION MODEL

Figure 1.3 Berlo’s Communication Model

Years later, David Berlo developed Shannon and Weaver’s model, shifting the focus
to the context, environment, and other factors surrounding the participants involved in the
communication process. These factors include the following:

• Communication skills, such as reading, writing, speaking, listening, and watching.

• Knowledge about a subject or topic
• Attitude toward the topic and the audience
• Social and cultural aspects that influence the content of the message and
the manner by which it is sent

What you will do

Activity 1.2: Question and Answer

Instructions: Answer the questions briefly in your own words. Write your answers in a
separate sheet of paper.
1. Why is communication a process?
2. What are the important elements of communication?
3. How can we achieve an effective communication with other people?

Forms of Communication

Communication may come in different forms. These forms may vary and differ in
terms of participants, channels used, and contexts. The following are the five main forms of
communication:
3 Prepared by:Narciso M. Espejo, Jr.,
MIT
1. Intrapersonal Communication

It is a form of communication with oneself using internal vocalization or reflective thinking

(Communication in the Real World, 2010). We exercise intrapersonal communication more
often than we consciously remember. We do it every time we quietly decide on what to when
we contemplate on what decisions to make, or even make observations or formulate
opinions about the things around us which we keep to ourselves.

4 Prepared by:Narciso M. Espejo, Jr.,

MIT
2. Interpersonal Communication

Interpersonal communication is a form of communication between two different people

who may or may not have a direct relationship with each other but are mutually and actively
part of the communication process. Interpersonal communication can be planned or
unplanned, but since it is interactive, it is usually more structured and influenced by social
expectations (Communication in the Real World, 2010).

3. Group Communication

It is a type of communication between three or more people interacting to achieve a

specific objective or a certain goal. This form of communication often happens during team-
based tasks mostly done in school works or organizational endeavors.

4. Public Communication

This is a sender-focused form of communication in which one person is typically

responsible for conveying information to an audience. This form is usually seen during
campaigns, speeches, or other public speaking events. Among the other forms of
communication discussed so far, this is the most formal, intentional, and goal-oriented type.

5. Mass Communication

Public communication becomes mass communication when it is transmitted to many

people through print or electronic media. In the past, print media such as newspapers and
magazines and broadcast media like TV and radio have been the most used channels for
mass communication. However, in the advent of technology, mass communication has
slowly and strategically shifted its medium to the internet world through websites and social
media.

The Role of Media and Information in Communication

As we have established early on in this lesson, communication is an inescapable

part of our daily lives, and part of this process is our immersion in different kinds of media. It
holds a significant role that its loss would have a noticeable effect on how we deal with our
everyday living – like your answers in Activity 1.4.

This leads us to the two distinct elements that are intrinsically interconnected with the
concept of communication – media and information. In other words, information is one of
the reasons why communication is done in the first place, and this information can be
shared through media.

Like communication, media have been defined in several ways by different sources.
Strictly speaking, media is the plural form of the medium; however, over the years, the term
media has taken various definitions, although similar in nature. Take a look at Table 1.1
below for some of these definitions of media.

Table 1.1. Different Definitions of Media

Source Definition

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 Oxford Learner’s  the main ways that large numbers of people receive
information and entertainment that is television, radio,
Dictionaries
newspapers, and the internet

 refers to the combination of physical objects used to

UNESCO Media and
Information Literacy
Curriculum for Teachers
David Buckingham
(2003), Director of the
London University Centre
for the Study of Children,
Youth and Media
(Callison & Tilley, 2006)
Presidential Decree No.
1019 (1976)
communicate or mass communication through physical
objects such as radio, television, computers, or film, etc.
 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
 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
 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

The definitions above all suggest that media is an instrument for transmitting
information – it’s the vehicle for a message. Books, films, paintings, songs, TV shows,
poems, video games, magazines, radio podcasts, music videos, vlogs, newspapers, e-mails,
tweets, posts, letters, traffic signs, graphics, Instagram stories – these are all media. It may
range from print media, broadcast media, film or cinema, and new media or the
Internet.

How then will all these affect the process of communication?

You have learned that the media is only a tool to send out information, and all the
instruments, channels, and methods that encompass the media actually shapes the
message that we intend to communicate. This further tells us that the kind, quality, and
quantity of information that you can communicate is determined by the media that you use.

For instance, communication through the television, TV is much better for

disseminating news, information, and urgent announcements to a wide reach of the
audience in a fast manner. In contrast, when you want to communicate more personal
information, you will want to choose a kind of media that protects the privacy of such
information, channels like face-to-face conversations, text and private messaging, and the
like. On the other hand, if you need to present stories that have a lot of elements, explain
series of related events, or require scientific or technical explanations, then papers and print
media will be your kind of media. In other words, your choice of media should suit the kind of
message or content you wish to send or obtain.

Changes in media and technology will also change the nature of your content. For
example, if you publish a personal conversation or photo in social media, a public platform,
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 the content you posted, despite being private in nature, will most likely be open for public
viewing or use. Basically, the nature of the media that you use dictates the kind of
information that you can communicate as well as the form that you communicate it in.

As mentioned earlier, any alteration or problem among the elements of

communication, especially in how it is packaged and sent, will also result in a
misunderstanding or miscommunication. This is the role of media and information in
ineffective communication.

Today, most households own televisions, cars have radios, some take their morning
coffee with a newspaper, almost everybody has a smartphone, computers are everywhere,
and the Internet is taking over the world. Indeed, the media has become a constant in the
lives of everyone as a source of news, information, and entertainment. It is not surprising
that because of this, media and information plays a vital role not only in communication but
in our lives.

1. It makes the world a smaller place

Today, the world seemed like a smaller place than before, as through digital media, a
person can be connected to anyone else in the world at any given time. Social media
platforms bring people from different locations, backgrounds, cultures, and races together.
Today’s media also creates bridges between countries and cultures without having the need
to travel physically; all we need is to look something up on the web.

2. It makes communication convenient

In the past, communicating with someone from far away meant sending telegrams
and snail mails. These modes of transfer compel people to wait for days, weeks, months,
and even years before their intended receivers obtain their message. Now, people may
communicate without having to wait long through the existence of the e-mail and various
messaging sites and apps.
3. It shapes public opinion
In his book “Setting the Agenda,” Maxwell McCombs explained that mass media
shapes public opinion through its wide reach, not to mention the perceived credibility of the
media, they can sway the opinion of their audience according to the message they convey.
This is perfectly illustrated in surveys conducted before elections. When a TV network
broadcasts the results of a recent survey, they do more than just inform the public where
their candidates currently stand. They also affect the decision-making process of their
listeners or viewers in the upcoming elections. For example, a person who is already
thinking about voting for “Candidate A” might suddenly switch to “Candidate B” if they hear
that the latter is leading in the polls. This classic case of jumping on the bandwagon proves
the extent of mass media’s influence on public opinion (Gonzales, 2016).

III. Activity Proper

A. Multiple Choice. Directions: In a separate sheet of paper, write the letter of the correct
answer.
1. It refers to anything that blocks or changes the source’s intended meaning of
the message
a. Medium c. Individual
b. Technology d. Interference
2. It refers to tools used by the source to disseminate information to the receivers.
a. Media c. Literacy
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 b. Technology d. Information
3. It pertains to any information that is passed on through communication.
a. Receiver c. Message
b. Media d. Source
4. It refers to the atmosphere, physical and psychological, where you send and
receive messages.
a. Context c. Feedback
b. Environment d. Interference
5. New media is also referred to as .
a. Social Media c. the Internet
b. Wi-Fi d. Artificial intelligence

B. Essay. Directions: Complete the sentence stem below. Write your answers on your
answer sheet.

1. Communication is a complex process because

.
2. Media and information plays an important role in communication because

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Answer Key

ACTIVITY PROPER
A. 1.D
2.A
3.C
4.B
5.C

B. Answer may vary…

References:

Business Communication for Success. 2010. University of Minnesota Libraries Publishing .

https://open.lib.umn.edu/businesscommunication/front-matter/publisher-information/.
Chakraborty, Abinash. 2019. “‘Fake News’ - The Information Disorder.” Medium. Data, Tech,
and The Universe. March 11, 2019. https://medium.com/data-tech-and-the-
universe/fake-news- the-information-disorder-25aff358128e.
“Chapter 1: Introduction to Communication Studies.” n.d. In A Primer on Communication
Studies. Vol. 1, 0. Accessed May 24, 2020. https://2012books.lardbucket.org/books/a-
primer-on-communication-studies/s01-introduction-to-communication-.html.
Communication in the Real World. 2013. University of Minnesota Libraries Publishing.
https://open.lib.umn.edu/communication/front-matter/publisher-information/.

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IV. Summative Evaluation

A. Multiple Choice: Directions: On your answer sheet, write the letter of the correct answer.
1. This is a Latin term which means “to share” or “to make common.”
a. Communican c. Communicante
b. Communista d. Communicare
2. This component incorporates the setting, scene, and other external biases
and expectations of the participants of communication.
a. Feedback c. Interference
b. Context d. Transmitters
3. What do you call a component of communication, which is a response from the receiver
and is sent back to the source?
a. Feedback c. Interference
b. Context d. Transmitters
4. This is anything that blocks or changes the source’s intended meaning of the message.
a. Feedback c. Interference
b. Context d. Transmitters
5. Media is for transmitting messages.
a. A barrier c. A failure
b. A vehicle d. An end
6. Which among the choices are NOT media?
a. Traffic signs c. Letters
b. Billboards d. None
7. Vlogs or video blogs are considered as media. In what type of media do they fall under?
a. Print media c. Film/Cinema
b. Broadcast media d. New Media
8. Posters and billboards belong to what type of media?
a. Print media c. Film/Cinema
b. Broadcast media d. New Media
9. Media messages can influence the opinion of the public.
a. True c. Maybe
b. False d. Not definite
10. Changes in media and technology will not change the nature of your content.
a. True c. Maybe
b. False d. Not definite

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B.Directions: This is a tweet from the Department of Health’s Official Twitter account.
Your task is to evaluate this graphic based on the components found in the Media-
Message Evaluation Guide below. Write your answer on your answer sheet

Retrieved from https://twitter.com/DOHgovph/status/1264107602704662529

Media-Message Evaluation Matrix:

Component Guide question Your Answer

1. Who created the message? Is the source

Sender
reliable? How can you say so?

2. What does the message say?

3. Is the information useful, fair, or logical?
Message
4. Are there images or sounds that can catch
the viewer’s attention?

5. What type of media is used to deliver the

message?
Medium
6. What are the strengths and weaknesses
of this media format?

7. Who is the target of the message?

Receiver 8. How might people different from me
interpret this message?

9. What is the purpose of the message?

Context 10. Who controls the transmission of this
message?

Great work! You are done with Lesson 1.

Have a break! You deserve one 😊

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