MEDIA INFORMATION LITERACY: GRADE 11
MODULE 1: INTRODUCTION
Communication is an innate human process and an inescapable fact of life. It can be simple as having a
face-to-face conversation between two people, or it can be complex like communicating to a large
group of audience using various media. Today, communication plays a more important function
especially in the age of information and technological progression. As such, we, as beings inherently
born to communicate, must have a full understanding of the important role of each element in the
communication process to achieve effectiveness in sending or disseminating information. In this
module, you will learn to understand the significant role of media and information in the
communication process and how it may influence its outcome. Furthermore, this lesson will also
provide you with a grasp of what media literacy, information literacy, and technology literacy is which
will help you form a responsible media habit as a producer and user of media and information.
LESSON 1: THE ROLE OF MEDIA IN THE COMMUNICATION PROCESS
Humans are social beings. Every day, we use communication to express our thoughts and opinions, to
respond to other people, and to transact formal and commercial dealings. Whether it be willingly or
compulsory, communication has been carved deeply into our existence that its loss and misuse would
have undesirable effect on our everyday lives. To understand more the concept of communication, let
us start by looking at the origin of the word and its definition. The root of the word “communication”
in Latin is communicare, which means to share, or to make common (Weekley, 1967). Furthermore,
communication is defined as the process of understanding and sharing meaning (Pearson & Nelson,
2000). With this, we can see how communication has a lot to do with information sharing and arriving
at a common understanding.
Every day, we communicate countless times. And during those moments, miscommunication also
inevitably exists. The most common causes of misunderstanding stems from problems in the elements
of communication itself. In this part of the lesson, we will look further into the essential components
of communication.
Components of Communication
Although intrinsic in nature, communication is deemed a complex process. The course through which
information is sent, passed, or spread, involves several elements – elements which, in turn, have their
own significant components.
The book “Business Communication for Success” lists eight essential components of communication:
1. Source – a person, group, or entity that forms, creates, sends, or forwards a message or information
2. Message – the stimulus or meaning produced by the source for the receiver or audience (McLean,
2005)
3. Channel – the tool or manner in which the messages will be carried through from the source to the
receiver
,4. Receiver – receives the message from the source, analyzing and interpreting the message in ways
both intended and unintended by the source (McLean, 2005)
5. Feedback – the message or response of the receiver which is sent back to the source
6. Environment – the atmosphere, physical and psychological, where you send and receive messages
(McLean, 2005) 7. Context – the communication interaction involves the setting, scene, and
expectations of the individuals involved (McLean, 2005) 8. Interference – anything that blocks or
changes the source’s intended meaning of the message (McLean, 2005)
The Communication Process through Models
1. HAROLD LASSWELL’S COMMUNICATION MODEL
Harold Lasswell’s communication model shows a one-way transmission of information and simply
illustrates a how communication starts from a sender who transmits their message through a channel
to an intended receiver, consequently with a corresponding effect. These channels may come in a
form of spoken medium or through digital or technological instruments like phones, computers, and
the like. This model attempts to answer the question, “Who says what to whom, through what
medium, and with what effect?”
2. SHANNON AND WEAVER’S COMMUNICATION MODEL
A development of Lasswell’s model is a version by Claude Shannon and Warren Weaver which takes
into account the concept of noise. Much like in Lasswell’s, this model also indicates how
communication starts with the information source who then sends a message with the use of a
transmitter (channel). The signals that are sent and received can vary depending on the method of
communication. However, the difference of the models comes from the incorporation of the “noise.”
Noise refers to anything that may interfere – stop or alter – the message being carried.
, 3. DAVID BERLO’S SMCR COMMUNICATION MODEL
Years later, David Berlo developed Shannon and Weaver’s model shifting the focus to the context,
environment, and other factors surrounding the participants involved in the communication process.
These factors include the following:
• Communication skills such as reading, writing, speaking, listening, and watching.
• Knowledge about a subject or topic
• Attitude toward the topic and the audience
• Social and cultural aspects that influence the content of the message and the manner by which it is
sent
Forms of Communication
Communication may come in different forms. These forms may vary and differ in terms of participants,
channels used, and contexts.
The following are the five main forms of communication:
1. Intrapersonal Communication
It is a form of communication with oneself using internal vocalization or reflective thinking
(Communication in the Real World, 2010). We exercise intrapersonal communication more often than
we consciously remember. We do it every time we quietly decide on what to, when we contemplate
on what decisions to make, or even make observations or formulate opinions about the things around
us which we keep to ourselves.
2. Interpersonal Communication
Interpersonal communication is a form of communication between two different people who may or
may not have a direct relationship with each other but are mutually and actively part of the
communication process. Interpersonal communication can be planned or unplanned, but since it is
interactive, it is usually more structured and influenced by social expectations (Communication in the
Real World, 2010).
MODULE 1: INTRODUCTION
Communication is an innate human process and an inescapable fact of life. It can be simple as having a
face-to-face conversation between two people, or it can be complex like communicating to a large
group of audience using various media. Today, communication plays a more important function
especially in the age of information and technological progression. As such, we, as beings inherently
born to communicate, must have a full understanding of the important role of each element in the
communication process to achieve effectiveness in sending or disseminating information. In this
module, you will learn to understand the significant role of media and information in the
communication process and how it may influence its outcome. Furthermore, this lesson will also
provide you with a grasp of what media literacy, information literacy, and technology literacy is which
will help you form a responsible media habit as a producer and user of media and information.
LESSON 1: THE ROLE OF MEDIA IN THE COMMUNICATION PROCESS
Humans are social beings. Every day, we use communication to express our thoughts and opinions, to
respond to other people, and to transact formal and commercial dealings. Whether it be willingly or
compulsory, communication has been carved deeply into our existence that its loss and misuse would
have undesirable effect on our everyday lives. To understand more the concept of communication, let
us start by looking at the origin of the word and its definition. The root of the word “communication”
in Latin is communicare, which means to share, or to make common (Weekley, 1967). Furthermore,
communication is defined as the process of understanding and sharing meaning (Pearson & Nelson,
2000). With this, we can see how communication has a lot to do with information sharing and arriving
at a common understanding.
Every day, we communicate countless times. And during those moments, miscommunication also
inevitably exists. The most common causes of misunderstanding stems from problems in the elements
of communication itself. In this part of the lesson, we will look further into the essential components
of communication.
Components of Communication
Although intrinsic in nature, communication is deemed a complex process. The course through which
information is sent, passed, or spread, involves several elements – elements which, in turn, have their
own significant components.
The book “Business Communication for Success” lists eight essential components of communication:
1. Source – a person, group, or entity that forms, creates, sends, or forwards a message or information
2. Message – the stimulus or meaning produced by the source for the receiver or audience (McLean,
2005)
3. Channel – the tool or manner in which the messages will be carried through from the source to the
receiver
,4. Receiver – receives the message from the source, analyzing and interpreting the message in ways
both intended and unintended by the source (McLean, 2005)
5. Feedback – the message or response of the receiver which is sent back to the source
6. Environment – the atmosphere, physical and psychological, where you send and receive messages
(McLean, 2005) 7. Context – the communication interaction involves the setting, scene, and
expectations of the individuals involved (McLean, 2005) 8. Interference – anything that blocks or
changes the source’s intended meaning of the message (McLean, 2005)
The Communication Process through Models
1. HAROLD LASSWELL’S COMMUNICATION MODEL
Harold Lasswell’s communication model shows a one-way transmission of information and simply
illustrates a how communication starts from a sender who transmits their message through a channel
to an intended receiver, consequently with a corresponding effect. These channels may come in a
form of spoken medium or through digital or technological instruments like phones, computers, and
the like. This model attempts to answer the question, “Who says what to whom, through what
medium, and with what effect?”
2. SHANNON AND WEAVER’S COMMUNICATION MODEL
A development of Lasswell’s model is a version by Claude Shannon and Warren Weaver which takes
into account the concept of noise. Much like in Lasswell’s, this model also indicates how
communication starts with the information source who then sends a message with the use of a
transmitter (channel). The signals that are sent and received can vary depending on the method of
communication. However, the difference of the models comes from the incorporation of the “noise.”
Noise refers to anything that may interfere – stop or alter – the message being carried.
, 3. DAVID BERLO’S SMCR COMMUNICATION MODEL
Years later, David Berlo developed Shannon and Weaver’s model shifting the focus to the context,
environment, and other factors surrounding the participants involved in the communication process.
These factors include the following:
• Communication skills such as reading, writing, speaking, listening, and watching.
• Knowledge about a subject or topic
• Attitude toward the topic and the audience
• Social and cultural aspects that influence the content of the message and the manner by which it is
sent
Forms of Communication
Communication may come in different forms. These forms may vary and differ in terms of participants,
channels used, and contexts.
The following are the five main forms of communication:
1. Intrapersonal Communication
It is a form of communication with oneself using internal vocalization or reflective thinking
(Communication in the Real World, 2010). We exercise intrapersonal communication more often than
we consciously remember. We do it every time we quietly decide on what to, when we contemplate
on what decisions to make, or even make observations or formulate opinions about the things around
us which we keep to ourselves.
2. Interpersonal Communication
Interpersonal communication is a form of communication between two different people who may or
may not have a direct relationship with each other but are mutually and actively part of the
communication process. Interpersonal communication can be planned or unplanned, but since it is
interactive, it is usually more structured and influenced by social expectations (Communication in the
Real World, 2010).
