LESSON 1: Communication Process

In order to generate the needed information, receivers must first have ideas
where the particular information can be found. Is it in the newspapers,
books, or Internet Secondly, the receivers must realize that not all
information that can be found in the media are relevant and truthful.
Receivers should learn to be critical in getting information in the media.

THE CONCEPTS AND NATURE OF COMMUNICATION

Communication is an essential skill that a man should enrich. Through

communication, people can express their thoughts, positions, and feelings;
individuals can share ideas and views and exchange. According to Cambridge
Academic Content dictionary, Communication is the process by which
messages or information is sent from one place to another or the message
itself. Also, a means to express, inform, entertain, and interact. It can also be
the exchange of information and the expression of feeling that can result in
understanding. Simply put, it is the process of sharing messages between
human beings.

Communication Process
- “The dynamics of effective communication are at the center of the
exchanging of information between the sender and the receiver or
vice-versa through the use of media and technologies.”

- communication is said to be dynamic by nature.

- it can be face-to-face communication with two people or a larger

group.

- complex like communicating to a large group of the audience using

various media.

- a communicator must have a full understanding of the role of each

element in the communication process to achieve effectiveness in
disseminating information.

- the communication process to achieve effectiveness in

disseminating information. Verbal Communication - the form of communication in which a message is
transmitted verbally; communication is done by word of mouth and a piece of
- the development of information and the selection of mediums are
writing.
the two basic considerations of a communicator in achieving
effective communication. Note: Verbal Communication can be subdivided into two, Oral
Communication and Written Communication.
- media are tool used by the source to disseminate information to the
receivers. 1. Oral Communication, spoken words are used. It includes
face-to-face conversations, speech, telephonic conversation, video,
- the source must know how to generate information and package it
radio, television, voice over the internet. In oral communication,
with utmost accuracy and clarity.
communication is influenced by pitch, volume, speed and clarity of
- in the communication process, participating individuals can be both speaking.
sources of information and receiver of information.

- information can be broadly defined as data, knowledge, or

instructions through signals. 2. Written Communication, written signs or symbols are used to
communicate. A written message may be printed or hand written. In
As a source, participants are considered producers of information. The source written communication messages can be transmitted via email,
should consider these TWO KEY COMPONENTS IN EFFECTIVE letter, report, memo etc. The message, in written communication, is
COMMUNICATION: influenced by the vocabulary & grammar used, writing style,

1. Development of information precision and clarity of the language used.

2. Selection of medium or media to be used

Nonverbal Communication is the sending or receiving of wordless Note: There are two types of communication depending on style and purpose,
messages. We can communicate other than oral and written, such as gestures, Formal and Non-formal.
body language, posture, the tone of voice
1. Formal Communication
- Mostly takes place in professional settings. This is the
or facial expressions. Nonverbal communication is all about the body language
type of communication practiced in corporate meetings,
of the speaker.
conferences, academic seminars, political sessions,

NONVERBAL COMMUNICATION HAS THE FOLLOWING THREE and juridical proceedings.

ELEMENTS: - Its primary purpose is information dissemination to

1. Appearance concerning parties that are involved in certain types of

- One's appearance in nonverbal communication plays a official businesses.

significant role in conveying the message. When - Accuracy and strict obedience to traditional rules are

someone speaks, the way he or she looks can encouraged. Slang and foul language are strongly

determine how a message will be received. For discouraged.

example, job interviews require interviewees to wear

2. Informal Communication
corporate clothes. Even though your appearance may
- Informal communication is the most commonly used
not be necessary to determine whether or not you are
form of communication. It takes place in our daily
fit for a post, the interviewer can perceive the way you
interaction with one another. It happens in ordinary
look as a sign of professionalism or lack thereof.
settings between friends, family, classmates, and
2. Body Language
practically anyone who wishes to speak with another.
- In face-to-face conversations, words are hardly the only
Simply put, informal communication is casual talk.
thing that receivers process. They also take our body
language into account. The way one acts as he or she
speaks, whether he's fidgeting or standing stolidly, the THE ROLE OF MEDIA AND INFORMATION IN EFFECTIVE
receiver adds that in the block of information to COMMUNICATION
process. Fidgeting may be taken as a sign of (Edward D. Gonzales 2016)
nervousness or anxiety, and affect the meaning of the Most households have televisions, cars have radios, many take their morning
words that are verbally expressed coffee with newspapers, everybody has a smartphone, and computers are
everywhere. Indeed, the media has become a constant in the lives of
everyone. It is not surprising that because of this, media and information plays
a vital role in effective communication.
3. Sounds
- In communication, it is often the way words are said, 1. It makes the world a smaller place
2. It makes communication convenient
not the actual words themselves that can determine the 3. It shapes public opinion
success of conversation. Tone, pace, and volume are
THE MEDIA AND INFORMATION PRODUCERS AND USERS
considered in understanding the true meaning of what Media Producers as someone who oversees projects (e.g. films, TV shows)
from conception to completion and may also be involved in the marketing and
someone is saying. For instance, a raised voice can be distribution processes. Media users refer to the audience or consumers of
taken as a sign of anger, a hurried pace can mean media. They are the receivers of information disseminated by media
producers. The producer and user can alternatively act as both in the process
annoyance, and a condescending tone is often of communication.
understood as sarcasm.
Producers and users of media and information may have the following
purpose:

TYPES OF COMMUNICATION BASED ON PURPOSE AND STYLE 1. To inform

2. To educate
3. To entertain
4. To advocate
5. To promote business
6. To increase network
THE COMMUNICATION PROCESS

● Shanon’s Model of Communication

● Berlo’s Model of Communication
● Wlibur Schramm’s Model of Communication

Communication is used for many things. The communication done can also
vary depending on the message to be delivered, the audience that it will be
delivered to, and purpose why it is being delivered.
 Berlo’s Model believes that for effective communication to take place, the
source and the receiver need to be on the same level. Only then
communication will happen or take place properly. Hence, the source and the
receiver should be similar.
For example, if the communication skill of the source is good, then the receiver
should have equally good listening skills. It cannot be said that the receiver

does not receive the whole message because even though he may receive it,
he may not be able to interpret its meaning.

In 1948, Shannon was an American mathematician, Electronic engineer and

Weaver was an American scientist both of them join together to write an article
in “Bell System Technical Journal” called “A Mathematical Theory of
Communication” and also called as “Shannon-Weaver model of
communication”

Wilbur Schram (1954) felt that it was important to notice the impact "The
dynamics of effective communication are at the center of the exchanging of
information between the sender and the receiver or vice-versa through the use
of media and technologies.”
of messages. Schramm’s model regards communication as a process between
an encoder and a decoder. Schramm believed that the messages are
transmitted through a medium. Also, the decoder will be able to send feedback
about the message to indicate that the message has been received. Include a
feedback loop and the processes of encoding, decoding, and interpretation.

LESSON 2: Media, Information, and Literacy

1. Media - is the main means of mass communication (broadcasting,

publishing, and the Internet) regarded collectively. (Oxford
Languages)

2. Information - facts provided or learned about something or

someone.

3. Literacy - is the state of being able to read and write (Longman

dictionary) Literacy includes visual, electronic, and digital forms of
communication.

What are the differences between Media Literacy, Information Literacy and
Technology Literacy?
 platforms, such as web browsers, databases, online journals,
1. Media Literacy magazines, newspapers, blogs, and social media sites.
Based on National Association of Media Literacy Educators define Media
Literacy as the ability to:

● Access 5. Multicultural Literacy

● Analyze Is the ability to:
● Evaluate
● Create and • Acknowledge
● Act using all forms of communication • Compare
• Contrast
• Appreciate commonalities and differences in cultural behaviors,
beliefs and values, within and between cultures.
Media Literacy cares about how people comprehend, interpret, analyze and
compose media messages. - refers to the aptitudes of looking. and understanding something
without any cultural biases. It. is also the ability to accept the
various viewpoints to achieve. a better compassionate assessment
Entertainment leads to Socialization
of any situation.

There is a need to understand the media 6. Multimodal Literacy

work and citizens should know the political, ideological, economic and cultural - promises a synthesis of multiple modes of communication
dimensions of media. - challenges dominant ideas around language, learning, and
representation. Using a rich variety of examples, it shows the range
As a field of study, Media Literacy comprises and overlaps many different of representational and communicational modes involved in
theories and subjects, from critical thinking and psychology to linguistics, and learning through image, animated movement, writing, speech,
ethics in technology. gesture, or gaze.

● Media Messages – the values and ideas that are promoted by the Singular Modes Transformed to New or Multiple Meanings
media. The things that get put into them (encoded).

● Media Effects – their influences and consequences on audiences.

2. Information Literacy
Means To:

• Recognize when information is needed

• Identify
• Locate
• Think critically
• Evaluate
• Use information to solve a problem

The Association of College and Research Libraries defines Information

Literacy as a
“set of integrated abilities encompassing the reflective discovery of information,
the understanding of how information is produced and valued and the use of
information in creating new knowledge and participating ethically in
communities of learning.”

3. Digital Literacy
Includes:

● The presentation of information

● The evaluation of information
● The organization of information

Through:
The usage of digital tools & digital resources.

UNESCO defines Digital Literacy as the ability to access, manage, understand,

integrate, communicate, evaluate and create information safely and
appropriately through digital technologies for employment, decent jobs and
entrepreneurship.

THE DIFFERENCE BETWEEN TECHNOLOGY AND DIGITAL LITERACY:

Technology Literacy is an appropriate skill and competence with using

technology.

Digital Literacy requires fluent in digital communication, understanding,

filtering and manipulation to become successful in the future.

4. Technology Literacy
Is the ability to:

• use,
• manage,
• understand, and
• assess technology.

- is related to digital literacy in that when an individual is proficient

in using computers and other digital devices to access the Internet,
digital literacy gives them the ability to use the Internet to discover,
review, evaluate, create, and use information via various digital