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RELATED CONCEPTS
 BITS AND BYTES

Technically defined, a bit is “one negative uncertainty.”

A bit is also short for “binary digit,” which makes up the
binary numbering system.
This system constitutes the very foundation of computing.

The binary counting system proved to be the ideal way of

not only measuring but also operationalizing information.

8 BITS = 1 BYTE
BITS AND BYTES

The question that confronted

communication engineers then was, how
many bits of information can one channel
accommodate at any given time?

Eventually, this concept was extended

to computer memory and storage media
such as diskettes, hard drives, and
CD-ROMs.
 To some extent, channel capacity
may also be applied to humans, not
merely machines. George Miller’s
(1956) “Magic Seven” theorem
submits that one can only absorb
seven chunks of information per
sitting. Once you go beyond this
threshold of seven chunks, one can
no longer absorb information.

If you noticed, Miller stopped

short of using the term bit and
instead used the term chunks, which
is rather figurative than concrete.
Miller stressed the importance of “recoding”
or the reorganization of information into
fewer chunks with more bits of information
per unit as a central feature of human
thought processes.

Miller argues that the most common kind

of recoding is verbal—-what one relies
upon when recalling a story or an
event,
 Franny went to the park with Zoey yesterday, and
they played Frisbee, flew kites, and laid in the
grass looking at birds. Then they went to a nearby
diner and had grilled cheese sandwiches with
french fries.

A girl and boy (Zooey and Franny) went to the park

(Frisbee, kites, birds) and ate (grilled cheese
and fries for dinner).
 THE
PLASTICS
 A communication breakdown
occurs when there is a failure
or interruption in the process
of exchanging information or
ideas between two or more
people.
 It happens for multiple
reasons. However, its three
primary causes are:

peaker
The S

The Listener

vironment
The En
 8) argu ed that comm unic atio n
Ruben (197
not “bre ak down .” Hu man bein gs
does
comm un icat e even wh en th ey
continue to
don’t wish to do so.

Rothwell (1992) say

“The view that comm s:
unication breakdown
recognition that we s occur comes from
do not always achie a
communication. But ve our goals throug
failure to achieve h
even when communica our goals may occur
tion between the pa
exemplary. So, wher rties in conflict i
e’s the breakdown?” s

Rothwell further explains that we sometimes

mistakenly conclude that disagreement
constitutes communication breakdown.
Media Convergence simply refers to the
merging of different types of mass
media such and the Internet as well as
portable and highly interactive
technologies through digital media
platforms. It brings together the
“three C’s”

computing

communication

content
 n g a g o w h e n t h e a r e a s o f
It was not too lo
C o m w e r e c a t e g o r i z e d
specialization of Dev
a d it i o n a l m e di a - c e n t r i c
according to the tr
a t i o n s c h o o l s: p r i n t ,
orientation of communic
audio-vis u al, a n d b r o a dc a s t .

The situation
drastically c
after the int hanged
roduction of
piece of equi one
pment in the
in 1984: Appl m arket
e’s Macintosh
computer.
 GENERAL SYSTEMS
THEORY
General systems theory (GST) deals
with both living and non-living
systems.

It was founded by the biologist

Ludwig von Bertalanffy in the LUDWIG VON
1940s. BERTALANFFY
 GENERAL SYSTEMS
THEORY
One of the most basic tenets of GST is that living
systems perform three critical functions with
respect to its environment and other living systems:

the exchange of
materials
the exchange of
energy
the exchange of
information
CYBERNETICS Cybernetics, the
science of control,
is the branch of
General Systems
Theory that deals
with communication.
This was founded by
child prodigy turned
MIT professor,
scientist, and
NORBERT WIENER novelist, Norbert
Wiener.
The take-off point of cybernetics is the Second Law of
Thermodynamics, which as you know, deals with the
diffusion of heat in a closed system. Wiener maintained
that the diffusion of heat is a function of entropy,
the tendency of any system towards greater uniformity
and lesser differentiation or organization.

Entropy is a universal tendency for these

differentiations to diminish and ultimately
disappear. It is detrimental to a living system
because it brings forth disorganization and
decay.
 consider the following
propositions:
All living systems are
purposive. All living systems
have desired or ideal states.
The goal or purpose of a
living system is to achieve
this desired or ideal state.
Living systems are prone to
entropy in accordance with the
Second Law of Thermodynamics.
.
A social system is a living
system. Entropy prevents social
systems from achieving their
societal goal. Entropy can only
be countered through
information. Thus information,
or more appropriately,
communication, allows a social
system to achieve its goal.
 The Dependency Model of De
Fleur and Rokeach forwards
that nowadays people are
very dependent on the media
for information to the
extent that audiences and
the structural stability of
social systems are
affected.
Two of the main propositions
put forward by Ball-Rokeach
and DeFleur are:
the greater the number of social function
s
performed for an audience by a medium th
e
greater the audience’s dependency on that
medium
st abil it y of soci ety th e
the greater the in
ce ’s de pe nden cy on the media
greater the audien
efor e, the gr eate r th e pote nt ia l
and, ther
effects of the medi a on the au dien ce
 THREE DOMAINS WITHIN AN
INDIVIDUAL:

COGNITIVE
contains learning skills predominantly
related to mental (thinking) processes.

changes in the cognitive domain mainly refer

to knowledge gain.
 THREE DOMAINS WITHIN AN
INDIVIDUAL:

AFFECTIVE
The affective domain includes the feelings,
emotions and attitudes of the individual.

Changes in the affective domain are more

difficult to measure and observe since these
are internal to the person.
 THREE DOMAINS WITHIN AN
INDIVIDUAL:

PSYCHOMOTOR
This involves an individual's physicality
and how they utilize motor skills, physical
functions, reflex actions, and
interpretative movements.

Changes in the psychomotor domain refer to

behavioral change.
INFORMATION CO M MU NIC ATION
TECHNOLO GY O R ICT
the collective term given
to the new (second and
third) generation of
information technology
spawned by the merger of
computers and
telecommunications.
Evolution of the Four Ages Through
our Economic History

Agricultural Age

Industrial Age

Information Age

Conceptual Age
 The unjustifiable
intrusion into the
personal life of
another without
consent.
 an evolving
discipline that
considers an
organization’s
intellectual capital
as a manageable and
potentially
profitable asset.
Berlo (1960) explained that language is
used to express and elicit meanings.
Language is made up of a set of
significant symbols, which people
sequence and impose a structure.

Two types of meaning:

DENOTATIVE: the dictionary
meaning
CONNOTATIVE: the implied
meaning
 MASS INTERPERSONAL
COMMUNICATION COMMUNICATION

Information is Two-way
broadcasted communication
through media between
channels individuals
 IF...
ty;
a gene is the basic unit of heredi

a phoneme is t
he basic unit
of
language;
a kine is the
basic unit of
body
language;

and a bit is the basic unit of

information…

WHAT IS THE BASIC UNIT OF CULTURE?

In Richard Dawkins’ book titled,
The Selfish Gene, he introduced the
word “meme” as a purposeful analogy
to “gene,” the former being
cultural while the latter,
biological.

Dawkins defines meme as

“replicating information patterns
that use minds to get themselves
copied much as a virus uses cells
to get themselves copied.”
A MEME COULD BE...
1 an idea (environmentalism),

2 a song (Esophagus by Kween Yasmin),

3 a fashion trend (coquette aesthetic),

4 or an expression (“Si OA!”)

These lodges in our minds and changes us.

How does one spread a socially beneficial idea, a

meme, such as “world peace” with such impact and
scale that it becomes ingrained in our culture?
A NETWORK IS A COLLECTION OF PEOPLE OR OBJECTS CONNECTED TO EACH
OTHER IN SOME WAY. NETWORKS ARE MADE UP OF NODES AND LINKS.

NODE is an element or unit in a network. Others define it as a

A node
type of junction for links.
Links
LINKS connect nodes. They may be physical in nature (such as

computer cables) or symbolic, signifying associations or

relationships.
Two nodes linked together by a reciprocal relationship are called
diads.
DIADS.

Nodes with many reciprocal links relative to other nodes are

called hubs.
HUBS.
As defined, networks may be made up of objects (such as computer terminals
in a LAN) or people (such as a group of friends). Below is an example of a
visual representation (or sociogram) of the latter.

Sociograms are drawn to illustrate unique relationships among the nodes. In

a network of people, one generally finds cliques or closely knit networks
within networks.
NETWORK Network science is a growing field, which is very
much related to communication. Many network

SCIENCE scientists believe that networks make up the

fundamental organizational structure of living
systems.

The World Wide Web is a network. Our body is made up

of a network of organs, our organs are made up of
networks of tissues, and our tissues are made up of
networks of cells. We see networks in spider webs,
rivers, countries, and societies.
Regardless if it is organic or inorganic, living or
nonliving, physical or biological, political or social—
all these networks are subject to the same laws of
network behavior, such as:
1 Each node in a network, no matter how large, should be connected
within six degrees of separation.

2 Decentralized networks have higher fitness levels than

centralized networks.

3 Interconnectivity, reciprocity, and network activity are

correlated to a network’s survival.

4 Networks without content die.

Randall Harrison (1970) estimates
that during face-to-face
communication, no more than 35
percent of the social meaning is
carried in verbal messages. The
rest (64 percent) is carried by
nonverbal cues such as gestures,
facial expressions, distance
between the participants, and
timing. In other words, we
communicate more non-verbally than
verbally, everyday.
 KINESICS
We communicate through body language.

Founded by Ray Birdwhistle, kinesics is the

science of communicating through bodily
gestures and facial expressions. The basic unit
of bodily movement, which carries a meaning, is
called a kine, the counterpart of the phoneme
in verbal communication. When we raise our
eyebrows, shrug our shoulders, or raise our
hands, we execute a kine.
 BODY LANGUAGE
BODY LANGUAGE IS CULTURE
BOUND FOR THE MOST PART.
South Asians turn their heads
from side to side as a sign of
agreement. In our cultural
context, this would mean
disagreement. A Javanese would
be offended if you hand over
something to him with the left
hand.
PROXEMICS
Founded by Edward Hall
Proxemics is communicating through space.
This science distinguishes between intimate space,
personal space, social space, and public space.

Although these vary across cultures, generally, only

your closest friends and family can violate your
intimate space, the area within six inches from your
body. Your personal space is the area within a foot and
a half from your body. Social space is the area beyond
a foot and a half but within three feet. Public space
is the area beyond six feet from your body.
PSYCHOLOGICALLY, WE UNCONSCIOUSLY GO THROUGH SELECTIVE
PROCESSES THAT HAVE A BEARING ON THE EFFECTIVENESS OF
COMMUNICATION. THERE ARE THREE SELECTIVE PROCESSES THAT
CONCERN US MOST:

1. SELECTIVE EXPOSURE

2. SELECTIVE PERCEPTION

3. SELECTIVE RETENTION
 DO?
WHAT TO

WHICH WOULD YOU

RATHER WATCH ON TV?

Basketball OR the news?

Movie OR a talk show?

With cable,
Filipino soap opera OR internet, and a
streaming
a Netflix series? subscription,
choices are
limitless
SELECTIVE
EXPOSURE
The choices you checked indicate which shows you would
prefer to watch. This is selective exposure, the
process of selecting what messages you would like to
listen to or watch or read. As communicators, we need
to design messages that our audiences will choose to
listen to, watch, or read.
 SELECTIVE
PERCEPTION
As for selective perception — we perceive some
things and do not perceive others. Berlo (1960)
explains that we make judgments about the
things we perceive and then structure our
perceptions to fit those judgments. Experiences
and values affect our judgments—and our
perceptions.
SELECTIVE PERCEPTION
As communicators, we should understand how our receiver’s
perception of who we are and what our message is can affect
their perception of our message.

A message is more likely to be understood and accepted if the

receiver perceives the source as credible. We perceive as
credible those with experience or expertise in the topic he or
she is discussing; those who are literally dressed for the
part; and those whose opinions and attitudes are similar to
ours.

Effective communicators are those perceived by their audiences

to be credible sources of information.
SELECTIVE
RETENTION
Selective retention means that there are things we
remember and things we don’t. Thus, as communicators,
we must design messages in such a way that our
audience remembers them.

In a lifetime, we hear thousands of words of wisdom

but we select only a few by which to live our lives.
 BODY LANGUAGE IS CULTURE
BOUND FOR THE MOST PART.

SOCIAL MOBILIZATION
Social mobilization or socmob is the process
of bringing together all feasible and
practical inter-sectoral social allies to
raise people’s demand for a particular
development program, to assist in the
delivery of resources and services and to
strengthen community participation for
sustainability and self-reliance (McKee,
1992). In other words, it is the act of
rallying together as many social sectors—
government leaders, civil society, and
business sector— to own and support a
certain development program.
SOCIAL MOBILIZATION HAS SIX ELEMENTS:

1.ADVOCACY;

2.INFORMATION, EDUCATION, AND COMMUNICATION OR IEC;

3.COMMUNITY ORGANIZING;

4.CAPACITY DEVELOPMENT;

5.NETWORKING AND ALLIANCE BUILDING;

6.AND MONITORING AND EVALUATION.

ADVOCACY
Advocacy is the organization of
information into arguments used
to persuade or convince a
specific group of people to take
necessary action on a specific
goal. It involves pleading,
defending, recommending, and
supporting a policy. Advocacy
targets include national and
local leaders, policy- makers,
and decision-makers
 IEC
INFORMATION, EDUCATION,
AND COMMUNICATION
IEC or information, education, and
communication strategies and tactics are
employed in social mobilization to
generate a knowledgeable and supportive
environment for decision-making. This
includes the allocation of adequate
resources to inform and engage various
stakeholders through multiple
communication channels. The aim of IEC is
to change knowledge, attitudes, opinions,
and values.
COMMUNITY ORGANIZING
Community organizing involves
building the community’s
capability for problem solving,
decision-making and collective
action. Community organizing
serves as catalyst for the
neighborhood to initiate action.
This approach believes that
improvements in services can be
achieved if people participate
in their delivery.
 CAPACITY DEVELOPMENT
Harnessing the community’s potential,
particularly in sustaining itself is
capacity development. This includes
training to improve people’s
knowledge, attitudes, values, and
skills. This element in the social
mobilization process develops
competencies in dealing with their
networks, resource sharing, problem
solving, and collective action.
 NETWORKING AND
ALLIANCE BUILDING
Through networking and alliance
building, we bring together those who
have similar interests and programs.
These include what the Asian Institute
of Management refers to as the four
pillars of governance:

local government units (LGUs);

nongovernment organizations (NGOs);
business sector;
and civil society (schools, media,
religious, and socio-civic
organizations).
MONITORING AND EVALUATION
Monitoring and evaluation seeks to
determine the effectiveness of the
program as well as to improve its
efficiency. It identifies weak
spots of the program, thereby
enables making necessary
adjustments. M&E determines the
impact and allows assessment of how
much of the defined goals have been
met.
 THE INTERNET

The Internet is the sum total

of all connected computers
around the world. Some describe
it as a community of
cooperation that circles the
globe, spanning political
spectrum, and goes up and down
the economic ladder. Others
choose to define it as a set of
agreements between It has been
called: a living
administrators and users of a network; an
bunch of independent computers ecosystem of
computers; and a
hooked up to shared or linked world brain of
computer resources. Pentium-powered
neuron
THE WORLD WIDE WEB
The World Wide Web is the
collective name for all computer
files: accessible on the Internet;
electronically linked together
(expressed through HTML); viewed,
experienced or retrieved with the
use of a browser.

Every three seconds, 15 Webpages

are uploaded. In 2003, an estimated
50 million Web sites can be
accessed in the World Wide Web.
In today’s world dominated by computers and information
technology, access to information seems a moot point to
discuss. And yet, precisely because access to
information is so easy, it becomes an issue that should
concern us all.

All of us are online. Our big tri-media outfits are

online. We have access to the World Wide Web at the
touch of a finger— and the world has access to us.

Yet, uncontrolled access raises issues such as: control

over Internet content and the digital divide.
 CONTROL OVER
INTERNET CONTENT
Since the Internet went public in the 1980s,the number of users has
grown to encompass billions all over the world.

The information one gets over the Net can be very helpful and
entertaining. All one has to do then is access the website—and the
material can be downloaded and linked to other related materials.

However, the Net also contains some very disturbing elements. Sites
catering to pornography and terrorism are just a mouse click away.
The majority of Net surfers are teenagers who can be easily
corrupted. This raises the question if should we censor the Net, and
if so is it possible?
 THE DIGITAL
DIVIDE
Not everyone is online. The poor, who make up the majority of the
population, have little or no access to the World Wide Web. Hence,
they are deprived of opportunities to improve their lives. The so-
called Digital Divide is the gap between the information rich and the
information poor.

The information rich gets richer while the information poor gets
poorer. The world has been made conscious of the Digital Divide when
this formed part of the agenda of the July 2000 G10 Summit in
Okinawa. During this summit, the 10 richest nations in the world
resolved to bridge the ever-widening digital divide.
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 PRESS THESE KEYS
WHILE ON PRESENT MODE!
B FOR BLUR C FOR CONFETTI

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