Name: ___________________________

Section: _________________________ Date Submitted: _____

A SELF LEARNING MODULE

MEDIA AND INFORMATION LITERACY
Quarter 1, Module 1

Prepared by:
JOHN FRANCIS P. BOOK
Subject: Media and Information Literacy
Quarter: 1
Module No. 1
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Media and Communication
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Message to the Parents/Facilitators:
This module contains essential information that the learner needs. This contains a
series of activities that our student needs to go through for better understanding of the lesson.
If the learner has difficulty or clarification while doing this module, it is suggested that you
may guide him/her. You may also contact me using the following contact information:
09166647974 m.me/queenfranch book.pegafi@gmail.com

To the Learner:
Welcome to our new lesson that you will surely learn and enjoy. This contains activities
that might be useful in your everyday living. The key goal of this is to learn it from the heart.
Make this module personal, it only requires you to question things and to think.
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Introduction

Media and Communication

The learner demonstrates understanding of media and information literacy (MIL) and MIL
related concepts.
The learner organizes a creative and interactive symposium for the community focusing on
being a media and information literate individual.

Learning Objectives:

Describe how communication is influenced by media and information

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 Pretest
Let us determine how much you already learned.
Instruction. ENCIRCLE the letter only of the correct answer.
1. It refers to the process of sharing and conveying messages or information from one
person to another within and across channels, contexts, media,and cultures.
A. elements B. communication C. process D. model
2. The factor that affects the flow of information which can appear as a noiseis
called_________?
A. context B. message C. barrier D. feedback
3. The plural of medium, also known as ways to communicate information.
A. media B. message C. information D. context
4. Whose model of communication below uses One-way communication?
A. Aristotle B. Berlo C. Schramm D. Shannon-Weaver
5. Field of experience being part of the communication, was introduced by?
A. Aristotle B. Berlo C. Schramm D. Shannon-Weaver
6. A speaker centered model as the speaker has the most important role in it and is the
only one active.
A. Aristotle B. Transactional C. Schramm D. Shannon-Weaver
7. This model has been originally intended to show how radio and telephone technologies
function.
A. Aristotle B. Transactional C. Schramm D. Shannon-Weaver
8. It is reaction, response, or information provided by the receiver.
A. Barrier B. Feedback C. Receiver D. Context
9. It is the process of converting the message into words, actions, or other forms that the
speaker understands.
A. Barrier B. Channel C. Encoding D. Decoding
10. It is the means, such as personal or non-personal, verbal or nonverbal, or the use of
senses in which the encoded message is conveyed.
A. Medium B. Channel C. Receiver D. Feedback

Lesson Proper
What’s In
Media and other information providers play a central role in information and
communication processes. Nowadays, media has become the common outlet of self
expression and creativity. Its huge influence spreads speedily across the globe. The
connection between technological advances and people’s connectivity created a huge impact
on the lives of today’s generation. This module covers all the above mentioned concepts.
In your Oral Communication subject, Communication is a process in which individuals
interact with and through symbols to create and interpret meanings. (Wood, 2004). It can
also be described through its nature as follows:
Communication is a process a process that changes as the communicators’ environments and
needs change.
Communication is systematic It involves systems of interrelated and interacting parts.
Communication is symbolic Symbols, verbal (with words) or nonverbal (without words), are the
basis of language.

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 What’s New
Fill in the table below of the estimated number of hours you spent in each media or
information provider from the previous week.

Weekly Interaction Log with Information and Information Providers

Media and Information Provider Number of Hours in a week
Youtube
Facebook
Television
Books
Others: ___________

What Is It
COMMUNICATION AND MEDIA
Communication refers to the process of conveying or sharing information. Since then, it
is often described as a natural ability of an individual to socialize with others. In the 21st
century world, communication has become “more social” due to the emergence of
technology. Media are defined as sources of credible and current information created
through an editorial process determined by journalistic values.
To the extent that media become an important part of every society’s communication
system, their institutional make-up can mesh with a variety of non-media information
providers, such as libraries, museums, archives, Internet information providers, other
information organizations and citizens who produce their own content.
With the emergence of the technological platform of communication, delivery of the
message increased its speed resulting in some grapevine form of communication.To clearly
understand how communication happens, it is appropriate to take a look at the following
communication models.
Shannon-Weaver’s Communication Model (1948)

Image source:http://communicationtheory.org/shannon-and-weaver-model-of-communication/

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 Known as the mother of all communication models, the Shannon –Weaver model (1949)
depicts communication as a linear or one-way process consisting of the five elements: a
source (producer of message); a transmitter (encoder of message into signals; and a
destination. This model has been originally intended to show how radio and telephone
technologies function.
This model has been criticized for missing one essential element in the communication
process: feedback. Without feedback, the speaker will not know whether the receiver
understands the message or not.
Osgood- Schramm Model Of Communication (1954)

Image source: http://communicationtheory.org/osgood-schramm-model-of-communication/

The Schramm model of communication (1954), which seeks to explain how meaning is
transferred between individuals, corporations, and others, is the most commonly taught and
widely used theory of communication. Schramm modified the ShannonWeaver model by
adding a field of experience, defined as “life experiences, attitudes, values, and beliefs that
each communicator brings to an interaction and that shapes how messages are sent and
received.” (McCornack, 2010, p.10, as cited in “OsgoodSchramm model, “2015)
Berlo’s SMCR Model of Communication (1960)

Image source: http://communicationtheory.org/berlos-smcr-model-of-communication/

In 1960, David Berlo postulated Berlo’s Sender-Message-Channel-Receiver (SMCR) model

of communication from Shannon Weaver’s Model of Communication (1949). He described
factors affecting the individual components in the communication making the
communication more efficient.
The model also focuses on encoding and decoding which happens before sender sends
the message and before receiver receives the message respectively.Berlo’s Model has mainly

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four components to describe the communication process. They are sender, message,
channel and receiver. Each of the components is affected by many factors.
Aristotle Model of Communication

Image source: https://www.communicationtheory.org/aristotle%E2%80%99s

Aristotle(384-322 B.C) was a Greek philosopher and writer born in Stagira, Northern
Greece. While exploring human nature scientifically, Aristotle developed a linear model of
communication for oral communication known as Aristotle’s Model of Communication. This
is considered as the first model of communication and was proposed before 300 B.C. It is
also the most widely accepted among all communication models.
The Aristotle Model is mainly focused on speaker and speech. Aristotle's communication
model is a speaker centered model as the speaker has the most important role in it and is
the only one active. It is the speaker’s role to deliver a speech to the audience. The role of
the audience is passive, influenced by the speech. This makes the communication process
one way, from speaker to receiver.
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
Carrier - the factors that affect the flow of communication
Decoding - the process of interpreting the encoded message of the speaker by
the receiver

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 Nowadays, as communication becomes highly technological, the flow of information
dissemination increases its effectiveness.

Source: http://www.digitalbuzzblog.com/infographic-the-social-media-effect/

Based on the image above, communication becomes more productive and interactive due
to media and information. Message was shared through a variety of social media accounts
and is shared by a number of people proving how influential media is in the communication
process.
Media and Information Literacy recognizes the primary role of information and media in
our everyday lives. It lies at the core of freedom of expression and information -since it
empowers citizens to understand the functions of media and other information providers, to
critically evaluate their content, and to make informed decisions as users and producers of
information and media content.
So how communication is affected by media and information? Let us take a look at the
multiple roles of media in society.
1. act as channels of information and knowledge through which citizens communicate
with each other and make informed decisions,
2. facilitate informed debates between diverse social actors,
3. provide us with much of what we learn about the world beyond our immediate
experience,
4. are means by which a society learns about itself and builds a sense of community,
5. function as a watchdog of government in all its forms, promoting transparency in
public life and public scrutiny of those with power through exposing corruption,
maladministration and corporate wrong-doing,

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 6. are essential facilitators of democratic processes and one of the guarantors of free
and fair elections,
7. are a vehicle for cultural expression and cultural cohesion within and between
nations, and
8. function as an advocate and social actor in its own right while respecting pluralistic
values.

What’s More
Analyze the image below, then answer the questions that follow.

https://www.ovrdrv.com/wp-content/uploads/2020/01/communication.png

1. What is the message in this illustration?

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2. Do you agree with this illustration regarding communication? Why/why not?
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3. How does the media affect communication in our everyday living?
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 What I Have Learned
1. What is communication?
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2. What is media?
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3. Enumerate and discuss briefly the different models of communication?
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4. How does the media influence communication?
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5. Social media is the new trend in communication because
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What I Can Do
Finish the tasks on each item and write/paste your answers in the chart below.
1. Identify local issues that could fit in the shape labelled “what’s the situation?” Take an
item of information from media sources (eg. Newspaper, radio, television, or internet)
2. In the square labelled “what do we do?”, think of a solution to address the identified
issue.
3. In the shape labelled “what’s the outcome?” give the possible effect of your solution to
the local population.

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 4. Finally, in the shape labelled “How do we like it?” imagine how people will react to your
identified outcome.

Image Source: http://www.lumina.com/technology/influence-diagrams/

Assessment
Instruction. Encircle the letter only with the correct answer.
1. This element of communication involves the information, ideas, or thoughts conveyed
by the speaker in words or in actions.
A. speaker B. message C. barrier D. feedback
2. Which model of communication emphasizes the importance of the role of the speaker in
the communication process?
A. Aristotle B. Berlo C. Schramm D. Shannon-Weaver
3. Which of the following statements is not true about communication and media?
A. Media can bridge effective communication.
B. Media hinders effective delivery of information.
C. Media acts as a channel of information dissemination.
D. Creative delivery of information is possible through media.
4. What model of communication introduced a field of experience as an important factor
in communication?
A. Aristotle B. Berlo C. Schramm D. Shannon-Weaver
5. The process of interpreting symbols and signs received coming from the speaker is
known as?
A. speaker B. encoding C. decoding D. destination
6. Cherry believed that communication is only effective if the culture and social status of
every individual will be taken into consideration. Cherry’s belief is anchored on whose
model of communication?

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 A. Aristotle B. Berlo C. Schramm D. Shannon-Weaver
7. Media plays a great role in the democratic country as a watchdog because_______?
A. It advocates corruption and maladministration.
B. It overpowers the government and takes actions on its own.
C. It promotes transparency in all actions of the government.
D. It influences the masses to act against the government and its leaders.
8. The following are true about the roles of media, except_______?
A. It exposes corrupt politicians.
B. It paves way to various advocacies.
C. It delimits cultural expressions among nations.
D. It facilitates democratic processes and guarantees fair elections.
9. Which among the following is the best description of Media and Information Literacy?
A. It is all about exchanging information.
B. It includes information and communication literacy.
C. It promotes literacy with the use and manipulation of media contents for
personal use.
D. It empowers every individual with the use of media through developing critical
thinking and lifelong learning skills.
10. Which of the following is true about media and communication?
A. Media disrupts fluent communication.
B. Communication is only effective if it is speaker- centered.
C. Media can produce effective and efficient communication.
D. Media alters the receiver's message making it difficult to have effective message.

Additional Activities
From the pool of social media outlets below, choose one and discuss in no less than three
sentences how communication is conveyed effectively.

Image source: https://www.psychologytoday.com/us/blog/in-excess/201805/addicted-social-media?amp

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Answer/s:
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References
Media and Information Literacy – Grade 11/12
Self-Learning Module (SLM)
Quarter 1 – Module 1: Communication and Media
First Edition, 2020

Answer Key
PRETEST

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