Empowerment Technologies 1

1. 1. Introduction to Media and
Information Literacy (Part 1)
Engr. CLIFFORD T. BORROMEO
Palayan Region SHS
Bagnos, Alicia, Isabela
Communication Models
Media Literacy
Information Literacy
Technology (Digital) Literacy
MIL PPT 01, Updated: October 30, 2016
MEDIA AND INFORMATION LITERACY (MIL)

2. Learning Competencies
The learners will be able to…
 describe the nature of communication and the
concepts related to it (SSHS);
 describe how communication is affected by media
and information (MIL11/12IMIL-IIIa-1); and
 identify the similarities and differences of media
literacy, information literacy, and technology literacy
(MIL11/12IMIL-IIIa-2).

3. Topic Outline
I- Introduction to Media and Information Literacy
A- Communication
1. Definitions
2. Communication Models
B. How Media and Information Affect Communication
C. Media Literacy, Information Literacy, and
Technology (Digital) Literacy

4. FORMATIVE ASSESSMENT: RECITATION
• What is
communication?
• How do we
communicate?
• Why do we
communicate?

5. Communication
the act or process of using words,
sounds, signs, or behaviors to express
or exchange information or to express
your ideas, thoughts, feelings, etc., to
someone else
(http://www.merriam-webster.com)
the exchange of information and the
expression of feeling that can result in
understanding
(http://dictionary.cambridge.org)

6. TRANSMISSION MODELS
Who
COMMUNICATOR
Says What
MESSAGE
In Which
Channel
MEDIUM
To Whom
RECEIVER
With what
effect?
EFFECT
Lasswell’s Communication Model (1948)

7. Identify the following:
Communicator/ Sender?
Message?
Medium/ Channel?
Receiver?
Effect?

8. TRANSMISSION MODELS
Shannon-Weaver’s Communication Model (1948)

9. TRANSMISSION MODELS
Westley and MacLean’s Model of Communication (1957)
• Event or Information
(X1, X2, X3 and X4…Xn)
• Feedback (f)
• Advocate (A)
• Channel (C)
• Audience (B)

10. TRANSMISSION MODELS
Gerbner’s Model of
Communication (1956)

11. RITUAL OR EXPRESSIVE MODEL
• Communication as a Culture (1985) by
James William Carey
• views communication as "a
representation of shared beliefs"
• communication is defined as "a
symbolic process whereby reality is
produced, maintained, repaired, and
transformed"

12. PUBLICITY MODEL
• communication as display and attention
• audience as “spectators” rather than participants
or information receivers

13. RECEPTION MODEL
• “Encoding/ Decoding"
model of
communication by
Stuart Hall (1993)
• Messages are open to
various
interpretations.

14. RECEPTION MODEL
Osgood- Schramm Model Of Communication (1954)

15. RECEPTION MODEL
Berlo’s SMCR Model of Communication (1960)

16. What have you learned about communication after
studying the different models?
SENDER MESSAGE MEDIUM RECEIVER EFFECT

17. How is communication affected by media
and information?
INFORMATION
 data, knowledge
derived from
study, experience,
or instruction,
signals or symbols
 knowledge of
specific events or
situations
MEDIA
 Communication
Tools

18. FORMATIVE ASSESSMENT: RECITATION
 How does Facebook serve as a
tool for communication?
 How did Facebook affect the
way people communicate with
each other?
 How did Facebook affect the
quantity and quality of
information available to people?

19. Analyze and explain this illustration.
MEDIA
RECEIVE
INFORMATION
DIGITAL
TRADITIONAL
SHARE
INFORMATION
LOOK FOR
INFORMATION
RECEIVE
INFORMATION
LOOK FOR
INFORMATION
SHARE
INFORMATION

20. • The ability to read, analyze, evaluate and
produce communication in a variety of
media forms.
Media Literacy
• The ability to recognize when information
is needed and to locate, evaluate,
effectively use and communicate
information in its various formats.
Information
Literacy
• The ability to use digital technology,
communication tools or networks to
locate, evaluate, use, and create
information.
Technology
(Digital) Literacy
MEDIA AND INFORMATION LITERACY (MIL)

21. MEDIA AND INFORMATION
LITERACY (MIL)

22. VIDEO PRESENTATION
Introduction to Media and Information Literacy
YouTube Channel: Jayson Velasco
Retrieved October 26, 2016 from
https://www.youtube.com/watch?v=b-Y6LRIppU4

23. FORMATIVE ASSESSMENT:
Graphic Organizer
Complete the Venn
diagram. Media
Literacy
Information
Literacy
Technology
(Digital)
Literacy

24. REFERENCES
 Media and Information Literacy Curriculum Guide by DepEd
 Media and Information Literacy by Boots C. Liquigan, Diwa Learning
Systems Inc.
 UNESCO Media and Information Literacy Curriculum for Teachers
 http://faculty.georgetown.edu/irvinem/CCTP748/Carey-summary-
comm-culture.html
 http://juliemartin.org/juliemartin-audiencesreception.pdf
 http://communicationtheory.org/category/communication-
models/page/2/