CARIAGA, JENIFER D.

BSMA-1

Module 5: Communication and Tools of Technology

Communication is crucial for societal advancement, enabling the sharing of knowledge, sending
messages, and transmitting information.

 Technology plays a significant role in communication, with advancements shaping the way we
interact and exchange information.

 Visual presentation is a widely used mode of communication for purposes such as advertising,
education, and entertainment.

 Graphic design is a field that utilizes visual communication to solve problems using design
principles and elements. It involves taking ideas and giving them a visual form, using visual
elements such as line, color, shape, texture, space, form, and typography.

 Design in graphic design involves thinking, problem-solving, and practicality, with principles of
design such as contrast, hierarchy, alignment, balance, proximity, repetition, simplicity, and
function essential.

 A good understanding of design theory enhances the quality and substance of graphic design
work.

Basic Visual Elements

1. Lines: Lines are used to structure compositions, frame and divide information, create hierarchy,
emphasize words or phrases, and decorating designs. They are commonly found in magazines,
newspapers, and maps to organize information effectively.

2. Color: Color plays a significant role in graphic design, providing emphasis, organization, impact,
and a specific look and feel. Color theory helps in mixing colors and creating interesting
combinations, starting with the color wheel.

3. Shape: Shapes are fundamental elements in the design, with height and width defining their two
dimensions. They are defined by boundaries and can be created using lines, colors, or negative
space.

4. Texture: Texture adds surface detail and can be both physical and visual. It enhances an image's
overall quality and can be categorized into pattern texture and image texture.

5. Space: Space creates the visual essence and dynamics of a composition. Positive space refers to
the occupied area, while negative space represents the empty or background area.
 6. Form: Form refers to three-dimensional objects, measured by height, width, and depth. It is
defined by shadows, enhanced by tone, texture, and color. Basic forms are derived from basic
shapes.

7. Typography: Typography involves designing with type, including letters, numbers, and
punctuation. Typefaces refer to the design of all these characters, unified by common visual
elements and characteristics.

Typography terms according to (Poulin, 2011):

1. Slab serif: Typography characterized by thick, block-like serifs.

2. Bowl: A curved stem or stroke that encloses a counter, as seen in letters like "b," "p," or "O."

3. Cap height: The distance from the baseline to the top of a capital character.

4. X height: The distance from the baseline to the top of lowercase "x."

5. Stem: The principal vertical or oblique element of a character, such as in letters like "A," "B,"
"L," or "V."

6. Counter: An area enclosed by a bowl or a crossbar.

7. Terminal: A stem or stroke ending other than a serif.

8. Descender: The stem or stroke of a lowercase character located below the baseline, as seen in
letters like "g," "p," or "y."

9. Baseline: A line on which characters without descenders sit or align.

10. Descender line: Marks the end point of a descender.

Form Variations (Poulin, 2011): Typographic form varies in case, weight, contrast, posture, width, and
style. These variations allow for different styles within a typeface or font:

 Case: Each letter has two forms, uppercase and lowercase.

 Weight: The overall thickness of a stroke in relation to its height. Examples include light,
medium, bold, and black.

 Contrast: The degree of weight change in a stroke.

 Posture: The vertical orientation to a baseline. Roman is upright and perpendicular, while italic is
slanted or angled.

 Width: The width of a letterform in relation to its height, often based on a square.

Twenty Rules for Making Good Design (Samara, 2007):

 1. Have a concept: Graphic design should convey a message or idea.

2. Communicate, don't decorate: Form should align with the intended message.

3. Maintain a consistent visual language: Ensure all elements harmoniously relate to each other.

4. Limit typeface families: Use a maximum of two or three typefaces with defined purposes.

5. Establish a hierarchy: Direct attention to the most important elements first.

6. Choose colors intentionally: Consider the meaning and cultural associations of colors.

7. Simplify when possible: Avoid overcrowding and focus on thoughtful creativity.

8. Embrace negative space: Use it purposefully to enhance content and create balance.

9. Treat type as an important element: Ensure it relates compositionally to the overall design.

10. Prioritize readability: Make type legible and accessible to the audience.

11. Consider your audience: Design with universal appeal and understanding.

12. Create contrasts and rhythm: Balance density and spacing for visual interest.

13. Utilize light and dark effectively: Create noticeable distinctions and emphasize contrasts.

14. Be decisive and confident: Make clear decisions about placement, size, and arrangement.

15. Rely on visual judgment: Design should look the way it's supposed to look.

16. Be original: Avoid using commonly seen stock photography or existing visuals.

17. Don't follow trends blindly: Focus on effective communication rather than fleeting fashion.

18. Incorporate movement: Design should offer a sense of dynamism and spatial interaction.

19. Learn from history: Understand past design practices to inform your own work.

20. Embrace asymmetry: Avoid over-reliance on symmetry and allow for flexibility in design.

Visual Communication Materials:

1. Infographic: Graphic representation of information using words and images.

2. Slideshow Presentation: Sequential display of text, charts, and images with transitions and
animations.

3. Poster: Visually appealing material for mass messaging, often used for advertisements and
announcements.

4. Flyers: Paper advertisements distributed to promote, persuade, advertise, or recruit.

5. Newspaper: Publication with sections for news, opinion, sports, features, and advertising,
distributed regularly.
 6. Magazine: Periodical containing articles, stories, and poems, categorized as scholarly, trade, or
popular.

Multimedia refers to the combination of text, art, sound, animation, and video delivered electronically.
There are six types of multimedia oral presentations: individual, group, panel, workshop, poster, and
individual/group demonstration. The presentation process involves planning, analyzing the audience
and context, constructing slides, delivering the presentation with effective communication techniques,
and evaluating and reflecting on the performance. It emphasizes understanding the audience, preparing
emotionally and intellectually, using effective body language, managing time, and continuous
improvement for future presentations.

Module 6: Lesson 1

Information is the facts provided or learned about something or someone. It is the knowledge
obtained from investigation, study, or instruction (Merriam-Webster "information has become a
commodity that is quickly and widely disseminated and easily available especially through the use of
computer technology." We use information not only to learn something but also to use the data we have
gathered to make strategic decisions. This is why having access to information is vital in our daily lives.

Need for Information:, information is necessary to navigate in our daily lives. But having access to
information is not just about being updated on the current trends and issues-it is also a means of
survival. Here are some reasons why we need information: (a) to explain a phenomenon, (b) to
predict instances, (c) to control and improve certain conditions

a) To explain a phenomenon
Humans naturally seek to comprehend the reasons and mechanisms behind unfamiliar phenomena. The
data gathered through investigation becomes invaluable knowledge that aids in disseminating
understanding among others.

b) To predict instances

Information plays a crucial role in predicting instances and controlling conditions. Similarly, researchers
use available information to make hypotheses and anticipate outcomes. Having sufficient information
allows us to plan ahead, take precautions, and make necessary preparations.

c) to control and improve certain conditions

The information enables us to control and improve conditions by formulating problem-solving

strategies and making informed decisions. For example, when a friend is unwell, gathering information
about their symptoms helps us provide appropriate support and advice to improve their well-being.
Obtaining information can be done through various methods, including direct interaction and utilizing
available sources.

 First-hand information- involves collecting data through interviews, group discussions,

observation, surveys, or talking with people. It requires effective communication and clarity in
conveying the purpose of the inquiry.
 Second-hand information comes from readily available sources such as books, online resources,
journals, and documents. It is important to ensure the credibility, accuracy, and currency of the
sources. When sharing information, it is essential to properly cite and acknowledge the authors,
publishers, and titles of the sources used.

Validating information is crucial in today's information-rich world, where access to various media
sources is readily available. When obtaining information from sources like websites, books, television, or
radio, it is important to exercise responsibility and prudence in selecting, using, and sharing that
information.

Distinguishing between Facts and Opinions:

1. Facts: These are verifiable and proven to be true.
2. Opinions: They reflect personal judgments or beliefs about something and are
subjective in nature.
Expressing opinions and taking a stand involves recognizing the difference between facts and
personal perspectives. Responsible freedom of expression requires avoiding misinformation and
discrimination. Logical arguments are supported by evidence, and critical thinking skills play a
crucial role in examining various dimensions of an issue. Validating conclusions requires
considering biases and motivations. Logic and rhetoric contribute to effective reasoning,
whether through deductive or inductive approaches.

Logic refers to the science of thinking methodically

b. Rhetoric refers to the art of communicating persuasively

Logic & Rhetoric Reasoning

a. Deductive - you arrive at a conclusion based on a general idea that leads to a more specific
idea. Example: Air pollution is a big problem that should be reduced in CLSU. • Smoking
cigarettes is a major cause of air pollution. Conclusion: Therefore, smoking should be banned in
CLSU.

b. Inductive if you look at a specific detail such as trends and illustrations and use them as the
base of your conclusion, then you are thinking inductively.

Fallacies are flawed reasoning patterns that can weaken arguments. Here are the types of
fallacies:
 a. Hasty Generalization: Drawing a conclusion based on limited evidence or a small sample size,
without considering the full range of possibilities.

b. Post hoc, ergo propter hoc: Assuming that because one event followed another, the first
event caused the second. This fallacy disregards other potential causes or coincidences.

c. Non-sequitur: Making a conclusion or inference that does not logically follow from the
premises or evidence presented.

d. Ad hominem: Attacking a person's character or personal traits instead of addressing the

substance of their argument. This fallacy is an attempt to discredit the person rather than with
their ideas.

e. Ad misericordiam: Appealing to pity or emotion to gain support for an argument, rather than
relying on logical reasoning or evidence.

Effective communication is essential in the workplace for various reasons. communication:

1. Appropriate language: Using language that is suitable for the audience and aligns with the
purpose of communication. This ensures that the message is easily understood and avoids
misunderstandings.

2. Tone: Conveying the right attitude in written or spoken communication. The tone can vary based
on the context, ranging from formal to informal, objective to subjective, or intimate to
professional.

3. Style: Adhering to the appropriate writing style and considering the technical aspects of
communication. This includes using the correct language, grammar, and structure based on the
subject or topic being discussed.

4. Format: Organizing information in a clear and logical manner. The format should be visually
appealing and facilitate easy comprehension.

Effective workplace communication is crucial for success and productivity.

Elements of effective communication include appropriate language, tone, style, and format.

Professional Communication – requires use of language that is most appropriate to a given

situation in the workplace.

Interacting with colleagues in the workplace means:

✔ listening purposefully
✔ responding appropriately
✔ Expressing ideas respectfully
✔ Negotiating proactively and
✔ solving problems efficiently
Using appropriate language involves being polite, addressing individuals by their official titles, and
knowing when to use formal or informal language.

Being politically correct in language and avoiding offensive or discriminatory terms is essential.

Treating everyone with respect regardless of their position or status is crucial in the workplace.

 Vulgar language or demeaning slang is offensive in the workplace.

 Use jargon words only with colleagues who are familiar with the field.

 Using politically correct terms is important to avoid offending individuals based on race, religion,
gender, age, class, or group.

 Political correctness in language means using words with positive connotations to prevent
discrimination.

 Instead of "disabled," the term "differently abled person" recognizes their unique talents and
skills.

 Being aware of beliefs, principles, and biases is crucial in the workplace.

Lesson 2

 Communication Tone: Tone reflects attitude in communication and influences responses.

 Style and Format: Style and format impact the perceived tone and should meet organizational
requirements.

 Business Letter: Follow specific components and formal tone, be brief and organized.

 Effective Email Format: Identify recipients, use a formal yet warm greeting, clearly state
purpose, and review tone and attachments.

 Writing Memos: Include necessary details, use formal and polite tone, avoid lengthy narratives.

 Writing Meeting Minutes: Document meeting discussions, use formal language, and get minutes
approved.

 Maintaining Interpersonal Relationships: Respect colleagues, collaborate as a team, provide

constructive feedback, and focus on positivity and goals.

 Soft skills are essential for workplace success.