Media and Information Literacy

Introduction to Media and Information Literacy

Learning Objectives:
At the end of the lesson, students will be able to:
• Describe the nature of communication and the
concepts related to it.
• Describe how communication is affected by media
and information.
• Identify the similarities and differences of media
literacy, information literacy, and technology
literacy.
• Editorialize the value of being a media and
information literate individual.
Learning Objectives:
At the end of the lesson, students will be able to:
• Relate critical thinking with media and
information literacy in the production,
consumption and transfer of media, and
information products by the society.
• Identify the characteristics of responsible users
and competent producers of media and
information.
• Share media habits, lifestyles, and preferences to
other people.
Without consulting other sources of information,
what does the following words mean to you:

• Communication
• Media
• Information
• Technology
• Literacy
 What does this saying mean to you?

“No man is an island.”

o How do you feel when you are alone and you have no one else to talk or
share your thoughts with?
o How about if you accidentally left your mobile phone at home, or you are
not able to connect to the Internet and chat with your friends?
o Do you feel a sense of distance or disconnected to the world?
 Communication

From the Latin term commūnicāre, which means “to share” or “to
divide out.”
From another Latin word communis, which roughly means
“working together.”
 Communication
As explained by Bulan and de Leon (2002) in their book Practical
Speech Fundamentals,
“Without speech or oral communication, societies could not attain
levels of civilization; communities could not organize into living and
working groups, mark and ritualize practices and traditions, debate
and decide difficult issues, and transform society for its good.”
 Communication Process Models
1. Transmission Models
Denis McQuail – Laswell’s Communication Model

(2005) – Shannon and Weaver’s Communication

– Westley and Maclean Model of Communication

“McQuail’s Mass 2. Ritual or Expressive Model

Communication 3. Publicity Model
Theory” 4. Reception Model
– Schramm’s Model
– Berlo’s Model
1. Transmission Models
- describes communication as a linear,
one-way process in which a sender
intentionally transmits a message to a
receiver (Ellis & McClintock, 1990).
1. Transmission Models
• Laswell’s Communication Model
- published by Harold Laswell in 1948
- most popular communication model
- analyzes communication in terms of five basic
questions: “Who says?”, “What?”, “Through what
medium?”, and “With what effect?”
 1. Transmission Models
• Laswell’s Communication Model

Through
And with
Who says What what To whom
what result
SENDER MESSAGE medium RECEIVER EFFECT
CHANNEL
1. Transmission Models
• Laswell’s Communication Model
- this model is relative straightforward and tells you that
communication originates from someone and their
message flows through a channel, either through sound
waves or light waves, and that someone on the other
end receives the message with a corresponding effect.
 1. Transmission Models
• Shannon-Weaver’s Communication Model
- Revision of Laswell’s Communication Model
- Claude Shannon and Warren Weaver
- Incorporates the concept of noise that refers to anything
that interferes with the message
- This model is a more mechanical look at communication
 1. Transmission Models
• Shannon-Weaver’s Communication Model
 1. Transmission Models
• Westley-Maclean’s Communication Model
- Bruce Westley and Malcolm Maclean, Jr.
- Doesn't start as soon as a person starts talking or sends a
message, but rather shows how a person reacts to his or
her physical environment.
- The model shows a strong relationship between
environmental factors and messages and the
communication process.
Westley-Maclean’s Communication
Model
2. Ritual or Expressive Model
- Communication happens due to the need to share
understanding and emotions.
- Done to build social relationships.
- We communicate not just to pass information, but
more importantly, as a way to connect with others in
order to maintain our communities.
Ritual or Expressive Communication
Model
3. Publicity Model
- is a one-way communication model, as the recipients are
not given a chance to respond. Instead, it's centered on
creating a positive image of the company in the minds of
prospects.
- Communication involves audiences as “spectators rather
than participants or information receivers (McQuail,
2005).”
3. Publicity Model
- Attention is important because it is the measure of
how successful the communication has transpired.
- Example: Television commercials aggressively
convince the audience to buy the products that they
advertise.
4. Reception Model
- Understand communication as an open process,
which means that messages sent and received are
open to various interpretations based on context and
the culture of the receiver.
- There might be various meanings to a single
statement that is communicated.
 4. Reception Model
• Schramm’s Communication Model
- Wilbur Schramm
- Depiction of cyclical communication where the sender and
receiver have alternating roles in the loop.
- Encoder, communicator who produces and sends the
message.
- Decoder, the one who receives and interprets the message
 4. Reception Model
• Schramm’s Communication Model
 4. Reception Model
• Berlo’s Communication Model
- David Berlo
- Accounted for factors that affect how
communicators are influenced when they send
and receive a message.
 4. Reception Model
• Berlo’s Communication Model
- These factors include the following:
o Communication skills such as reading, writing, speaking,
listening, and watching
o Knowledge about a subject or topic
o Attitude toward the topic and the audience
o Social and cultural aspects that influence the content of
the message and the manner by which it is sent
 Activity
“Paint me a Picture: Exploring Communication
Models through Scenario Presentations”

Objective: To understand and differentiate between different communication

models by presenting scenarios that illustrate their key components and
concepts.
 Activity
Scenario Presentations:
• Each group takes turns presenting their scenario according to the
communication model they selected.
• The presentation should involve acting out the scenario briefly and
then freezing in position.
• The chosen representative explains the scenario using the concepts
and factors of the chosen communication model.
 Activity

Activity Judging Rubric: Portrayal of Communication

Transmission Models

Scenario Presentation: (Total Points:
10)
Criteria
Relevance to Model
Clear Representation
Engaging Presentation
Overall Execution
Activity
Points Comments
How well does the scenario align with the
3 chosen communication model?
3 Is the model's key components and process
clearly depicted?
How well does the group capture the
2
audience's attention?
2 The overall quality of the scenario portrayal.
 Activity
Explanation of Chosen Model: (Total Points: 10)

Criteria Points Comments

How well does the explanation cover the model's
Model Concepts Clarity 4
concepts and factors?

Pertinent Examples 3 Are specific examples given to illustrate the

model's elements?
How well does the explanation transition
Cohesion & Flow 2
between concepts?
Does the explanation show unique insights or
Creativity and Insight 1
applications?
 Activity
Costumes and Props: (Total Points: 5)

Criteria Points Comments

Relevance & Creativity 2 How well do costumes and props align with
the chosen model?
Do costumes and props add to the overall
Enhances Presentation 2 scenario presentation?

Attention to Detail 1 How well are small details integrated into

costumes and props?
 Activity
Creativity: (Total Points: 5)

Criteria Points Comments

How unique and innovative is the group's
Originality 2
approach?
How creatively are the model's concepts
Interpretation 2 interpreted?
Does the group exhibit artistic flair in their
Artistic Expression 1
presentation?

Total Points: 30