lesson 1 Flashcards
1
Communication
it came from the Latin term communicare which
means “to share” or “to divide out”.
➢ It is a natural and inescapable fact of life.
➢It is also defined as the imparting or exchanging of information
by speaking, writing, or using some other medium.
➢One of its importance is to inform.
Communication Process Through Models
- Transmission Models
- Ritual or Expressive Model
- Publicity Model
- Reception Model
Harold Laswell’s Communication Model
This model is relatively straightforward and tells you that communication
originates from someone and their message flows through a channel, and
that someone on the other end receives the message with corresponding
effect.
Shannon and Weaver’s Communication Model
The model is a more mechanical look at communication wherein it incorporates the
concept of noise that refers to anything that interferes with the message.
Westley and Maclean Model of Communication
In this model, instead of a having a sender merely relaying messages, you
have a communicator who relays his or her account of selection of events or
views/voices in society.
Ritual or Expressive Model
- This is an alternative way of looking at how communication works.
- Communication happens due to the need to share understanding and
emotions. - Communication has an integrative consequence in the society, it is done to
build social relationships.
Publicity Model
➢ This model explains that communication involves audiences as “spectators
rather than participants or information receivers (McQuail, 2005)
➢ Attention is important.
Reception model
➢ Communication as an open process
➢ Messages sent and received are open to various interpretations bases on
context and the culture of the receiver.
➢ There are various meanings to a single statement that is communicated.
➢ It is not just about saying the message but also considering how the message may be received because of the factors that influence reception.
Media and Information
➢ They are the 2 distinct elements that is interconnected
with the concept of communication.
➢ They are intertwined that information is one of the reasons why communication is done in the first place.
➢The information can be shared through media
Media
It refers to the combination of physical objects used to communicate or
mass communication through physical objects such as radio, television,
computers, or films, etc.
It also refers to the print medium of communication
Information
➢ It is a broad term that can cover data, knowledge derived from study,
experience, or instruction, signals, or symbols
➢ Referred to as the “knowledge of specific
events or situations that has been gathered or received by communication,
intelligence, or new reports
Categories of Media
- Modality (Text, Audio, Video, Graphics, Animation)
- Format (Digital or Analog)
- Way of Transmitting (Electromagnetic or Radio, Light Waves)
- Mass Media Form (T.V., Radio, Print, Internet, Telephone, or Mobile)
Media Modality
it refers to the nature of the message
Media Format
The way data is arranged
Media Mass Form
Particular media technology to which the message
is transmitted
Way of Transmitting
self-explanatory
Literacy
the ability to identify, understand, interpret, create,
communicate, and compute using printed and written material associated
with varying contexts.
Media Literacy
➢ This involves understanding and using mass media in either an assertive or
non-assertive way, including an informed and critical understanding of
media, what techniques they employ and their effects.
➢ The ability to read, analyze, evaluate, and produce communication in a
variety of media forms.
➢ The ability to decode, analyze, evaluate, and produce communication in a
variety of forms.
Information Literacy
➢ Refers to the ability to recognize when information is needed
and to locate, evaluate, effectively use, and communicate
information in its various formats.
Technology Literacy
➢ The ability to use digital technology, communication tools or networks to
locate, evaluate, use, and create information.
➢ The ability to understand and use information in multiple formats from a wide range of sources when it is presented via computers and to a person’s
ability to perform tasks effectively in a digital environment.
➢ The ability to read and interpret media, to reproduce data and images
through digital manipulation, and to evaluate and apply new knowledge
gained from digital environments.
Literate Community
a dynamic community, one
that exchanges ideas and engages in debates
Illiteracy
an obstacle to a better quality
of life and can even breed exclusion and violence.
Automaticity
a state where our minds operate without any conscious
effort from us.
Normalization
happens when the mass media continually reinforce
certain behavioral patterns of exposure until they become automatic habits.
