Media and

Information
Literacy
 Learning Competency

Describes how communication is influenced

by media and information
 What is Communication?
The act or process of using words, sounds,
signs, or behaviors to express or exchange
information, ideas, thoughts, feelings, etc., to
someone else.
 What is Communication?
is a process in which individuals interact with
and through symbols to create and interpret
meanings.
 What is Communication?
refers to the process of conveying or sharing
information.
What is Communication Model?
Are diagrams that make you understand the
process at a glance. They are like maps that
guide you in the understanding how
communication works in different settings.
 Different Communication
Models
• Shannon-Weaver’s Communication
Model (1948)
• Osgood- Schramm Model Of
Communication (1954)
• Berlo’s SMCR Model of
Communication (1960)
• Aristotle Model of Communication
 Shannon-Weaver’s
Communication Model (1948)
• 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.
 Shannon-Weaver’s
Communication Model (1948)
• 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.
 Shannon-Weaver’s
Communication Model (1948)
 Osgood- Schramm Model Of
Communication (1954)
• 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.
 Osgood- Schramm Model Of
Communication (1954)
• Schramm modified ShannonWeaver model by
adding field of experience, defined as “life
experiences, attitudes, values, and beliefs that
each communicator brings to an interaction and
that shape how messages are sent and
received.” (McCornack, 2010, p.10, as cited in
“OsgoodSchramm model, “2015)
Osgood- Schramm Model Of
Communication (1954)
 Berlo’s SMCR Model of
Communication (1960)
• 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.
 Berlo’s SMCR Model of
Communication (1960)
• 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,
four components to describe the communication
process. They are sender, message, channel and
receiver. Each of the component is affected by
many factors.
Berlo’s SMCR Model of
Communication (1960)
 Aristotle Model of
Communication
• Aristotle(384-322 B.C) was a Greek philosopher and
writer born in Stagira, Northern Greece. While
exploring the human nature scientifically, Aristotle
developed a linear model of communication for oral
communication known as Aristotle’s Model of
Communication.
 Aristotle Model of
Communication
•This is considered as the first model of
communication and was proposed before
300 B.C. It is also the is most widely
accepted among all communication
models.
 Aristotle Model of
Communication
• Aristotle Model is mainly focused on speaker and
speech. The 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.
Aristotle Model of
Communication
Aristotle Model of
Communication
 Elements of
Communication
SPEAKER
• the source of information or
message.
• the sender is the individual who
initiates a message and is also
called the communicator or source
of communication. The sender
might be a speaker, a writer, or
someone who merely gestures.
MESSAGE

• any information or anything

the speaker/sender wants to
communicate by using a
medium.
• refers to the information
that the sender is relaying to
the receiver.
MEDIUM
• is the form in which the
speaker/sender conveys the
message
• which may probably
be speech, conversation,
letter, email, blog,
newspaper, book and the
like through a channel.
CHANNEL
• is the method or means of sending
or expressing the messages
• communication channels are
mediums through which you can
send a message to its intended
audience. For example, phone calls,
text messages, emails, video, radio,
and social media are all types of
communication channels.
ENCODING

• the process of converting the

messages into words, actions
or other forms that the
speaker understands.
• the process of turning
thoughts into
communication.
 LISTENER/ RECEIVER
• The recipient or the one who gets the message.
• the recipient of the message and must translate the
words into thoughts, process the thoughts, and
determine how to respond to the sender.
 FEEDBACK
• The Feedback is the final step of the
process that ensures the receiver has
received the message and interpreted it
correctly as it was intended by the sender.
It increases the effectiveness of the
communication as it permits the sender to
know the efficacy of his message.
• - is the receiver’s reaction or response
 CONTEXT
• is the situation or environment where
communication takes place
• it tells you, the receiver, what importance to place
on something, what assumptions to draw (or not)
about what is being communicated, and most
importantly, it puts meaning into the message.
• Refers to the factors that work together to
determine the meaning of a message.
 BARRIER
• the factors that affect the flow of communication.
• something that prevents us from correctly getting
and accepting the messages others use to
communicate their information, thoughts and
ideas.
DECODING
• -the process of interpreting
the encoded message of the
speaker by the receiver
• translating the message from
its sign format into meaning.
It means to receive, interpret
and understand an encoded
message sent by the sender.
FORMATIVE ASSESSMENT:
RECITATION
 How do you use Facebook
as a tool or medium for
communication?
 How did Facebook affect or
change the way we
communicate with other
people?
FORMATIVE ASSESSMENT:
RECITATION
 How did Facebook affect
the quantity and quality
of information available
to people? Is it a good
thing or bad thing?