MEIL REVIEWER

COMMUNICATION
-The act or process of using words, sounds and 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 BASIC TYPES OF COMMUNICATIONS

-Verbal communication
-Non-verbal communication

PROCESS OF COMMUNICATION

1. Transmission Model
describes communication as a one-way, linear process in which a sender encodes a message
and transmits it through a channel to a receiver who decodes it. The transmission of the
message many be disrupted by environmental or semantic noise.

-Lasswell’s Communication’s model

-Shannon-weaver’s model of communication

2. Reception Model
conceptualization of the mass media (or of media research) in terms of the active role of
audiences meaning-making (McQuail), or more broadly in terms of the uses to which they put
the media (see also uses and gratifications). An overemphasis on the audience’s interpretive
role is seen by critics as a form of cultural populism.

-Osgood-schramm model of communication

-Berlos’ smcr model of communication

Media
the main means of mass communication (broadcasting, publishing, and the internet) regarded
collectively

Average person spends around 68.8% with media

VIVIAN (2009) things we need media for

Personal dependence
there are people who have come to depend on media for their convenience. Swift transmission
of information is what entices people to use media.

Information
We thrive on information and it is important for us to make decisions, make informed opinions,
and contribute something important to discussions.

Entertainment
In social media, entertainment comes in the form of videos, photos, stories shared from one
user to another.

Persuasion
Democracy builds public policies based on the agreement of the public majority. Social media
has sparked various discussions on pressing issues of the country, making the people heard by
the government and public officials.

Literacy
knowledge that relates to a specified subject

Qualities of media
-Media are constructed and construct reality;
-Media have commercial implications;
-Media have ideological and political implications
-Form and content are related in each medium, each of
-which has a unique aesthetic, codes, and conventions;
-Receivers negotiate meaning in media.

Levels of media literacy

-Feeling comfortable with the existence of media and active use of media for entertainment,
access to culture, intercultural dialogue, learning and daily life applications.
-Having a critical approach to media with regards to quality and accuracy of content.
-Using media creatively.
-Understanding the economy of media
-Being aware of copyright issues.
VIVIAN (2009) FACTORS TO CONSIDER IN MEDIA LITERACY

Factual Foundation - to understand media better, it is best for a person to learn the basics of
the media at hand.
Media Dynamics
Media Effects – through media literacy, we can distinguish what concerns and issues must be
significant to us and what would bring the opposite effect.
Media Issues

Information literacy
Ability to recognize when information is needed and to locate , evaluate, effectively use and
communicate information in its various formats.

Technology literacy
Skills to responsibly use appropriate technology to access ,synthesize, evaluate, communicate,
and create information to solve problems and improve learning in all subject areas.

Media technology Is the product of human invention

Printing Technology – in the 1440s, the emerging of the printing press has spawned the
creation of printed materials such as books, newspapers and magazines.
Chemical Technology – Photography and films relies on chemical technology that continues to
evolve until today.
Electronic Technology – Some of the examples of electronic technology are sound recording,
electricity, radio and television.
Digital Technology – the Internet adapted the traditional media types into digital technology,
coexisting with its original form. While traditional media has adopted digital technology to
increase on capital and audience, the digital medium has also opened.

Pre-historic age
The prehistoric age of media basically consisted of records created by our ancestors, long even
before writing was even invented. They have made use of stone tools to craft – and thus leave a
record of their lives back in the old days.
Cave Paintings are also known as “Parietal Art”. They are painted drawings. They are painted
drawings on cave walls or ceilings, mainly of prehistoric origin, dated to some 40000 years ago
in Eurasia.

Clay Tablets were used as a writing medium, especially for writing in cuneiform, throughout the
Bronze Age and well into the Iron Age.

Cuneiform used by the Sumerians, which they used not just to jot down important details, but
also to write relevant literature, among them the famous Epic of Gilgamesh.

Papyrus is a material similar to thick paper that was used in Ancient Times as writing surface. It
was made from the pith of the papyrus plant, Cyperus

Woodblock Printing is a technique for printing text, images or patterns used widely throughout
East Asia and originating in China in antiquity as a method of printing on textiles and later
paper.

Acta Diurna they were carved on stone or metal and presented in message boards in public
places like the forum of Rome. They were also called simply “Acta”.

The Chinese “Dibao” is the earliest and oldest newspaper in the world. And it is also called
“Bamboo Inscriptions”.

INDUSTRIAL AGE (1700’s – 1930’s)

People used the power of steam, developed machine tools, established iron production and
manufacturing of various products (including books through printing press).

Motion Picture Photography

Cinematography- the art and technology of motion- picture photography. It involves such
techniques as the general composition of a scene and the integration of any special effects.

In 1836, Samuel F.B. Morse along with Joseph Henry and Alfred Vail further advanced the way
people communicate with the invention of an electrical telegraph system that enabled people
to send messages from distant places. The Morse Code was remarkable as it can transmit
messages by means of on-off tones which can be understood by a skilled listener.
Electronic age (1930s – 1980s)
The invention of the transistor ushered in the electronic age. People harnessed the power of
transistors that led to the transistor radio, electronic circuits, and the early computers. In this
age, long distance communication became more efficient.

In 1895, Guglielmo Marconi transmitted the first radio waves.

In 1876, when Scottish-born American scientist Alexander Graham Bell was granted the first
official patent for the telephone.

The television era began in 1927, when the use of the first electronic television designed by
Philo Taylor Farnsworth was successfully demonstrated.

New digital/information age (1900’s – 2000’s)

The Internet paved the way for faster communication and the creation of the social network.
People advanced the use of microelectronics with the invention of personal computers, mobile
devices, and wearable technology. Moreover, voice, image, sound and data are digitalized. We
are now living in the information age.

History of Media in the Philippines

In the pre-colonial times the Filipinos already have a writing system (baybayin) which they use
to communicate, particularly on basic things such as documents and receipts for transactions.
During colonial times, the Spanish brought with them the technology for printing used in
Europe – which led to the Doctrina Cristiana, which was reportedly published in the 17th
century.

The first newspaper in the Philippines was the Succesos Felices which was published by Tomas
Pinpin in 1637.

A pre-revolutionary newspaper the La Solidaridad, which was written in Spanish and published
in Spain, was supported by Filipino intellectuals, the landed natives, and even some Spaniards
who sympathized with the Filipino cause for independence.

La Solidaridad was one of the most influential media in Philippine History.

Phenomenographic perspective
It is basically directed on the variation of people’s experiences of a certain phenomena, in this
case information literacy.
Learning is viewed more than just the teacher passing information to the student; it is as an
activity that aims to construct meaning.

Socio-cultural perspective
It dedicates itself on communication in social practices.
Russian behaviorist named Lev Vygotsky, whose writings helped people understand the
significance of using cultural tools in learning.

Discourse Analysis Perspective

This focuses on how people in practice perform specific information tasks. Its aim is to
understand information literacy through information practices.