MIL

• Communication is the TRANSMISSION of information.
• It comes from the Latin word “COMMUNIS,” which means TO MAKE A COMMON.
• Elements of Communication ;

  • Source
  • Message
  • Channel
  • Receiver
  • Effects
  • feedback
• Unilinear Models of Communication :

  • ONE WAY PROCESS of communication.
  • Do not give enough emphasis on the element of feedback.
  • There is no change in the role (Receiver is Receiver, Sender is Sender).
• Types of Unilinear Models of Communication :

  1. Aristotle’s Communication Model
  2. David Berlo’s SMCR Model
  3. Harold’s Lasswell’s Communication Model
  4. Shannon and Weaver’s Model of Communication
• SPEAKER ORIENTED , Gives more emphasis on public speaking rather

  than interpersonal communication

  Aristotle’s Communication Model
• Gives more emphasis on the different factors that could affect the message.

  David Berlo’s SMCR Model
• • Who
  • Says What
  • In which Channel
  • To Whom
  • With What Effect

  Harold’s Lasswell’s Communication Model
• ➢ Mathematical and technological model.

  ➢ TECHNOLOGY MEDIATED.

  Noise : Anything that lenses the fidelity.

  Shannon and Weaver’s Model of Communication
• 2 Types of Noise :

  1. Physical/ External Noise - (Noise of Vehicle, Television etc.)
  2. Semantic/Internal Noise - Things happening inside the brain and psychological aspects of the sender or receiver.
• Transactional Models of Communication :

  
  

  ➢Two-way, cyclical process

  ➢Both sender and receiver are active communicators.

  ➢The role reverses. (sender becomes receiver, receiver becomes sender)

  ➢Feedback is important.
• Types of Transactional Models of Communication :

  • Osgood and Schramm’s Communication Model
  • Lawrence Kincaid’s Convergence Model
• Emphasizes the circular nature of communication; communication does not just start somewhere and specifically ends somewhere.

  Osgood and Schramm’s Communication Model
• ➢Both participants are active co-learners in the communication process.

  ➢Participants exchange messages until they have mutual understanding.

  Lawrence Kincaid’s Convergence Model
• Media Literacy :

  ➢ The term media is the plural of medium.

  ➢ The ability to identify different types of media and the messages
• Information Literacy :

  • "the ability to know when there is a need for information, to be able to identify, locate, evaluate, and effectively use that information for the issue or problem at hand."
• Technology Literacy:

  • The ability of an individual to responsibly, appropriately and effectively use technology tools.
• Media and Information Literacy (MIL) :

  ➢ The ability to access, analyze, and create media.

  ➢ Prerequisite for citizens to realize their rights to freedom of information and expression.
• Facet of MIL :

  • It Identify news
  • Know how media decide what matters
  • Understand the media's role in shaping global issues.
• Aspects of MIL ;

  1. Technical Skills
  2. Content Decoding Skills
  3. Knowing Facts
• 7 Dimensions of MIL :

  1. Accessing media and information
  2. Using media and information
  3. Evaluating media and information
  4. Creating media and information
  5. Participating in media
  6. Knowing how media work
  7. Demanding media quality and rights
• A known media theorist named Marshall McLuhan would say, “the medium is a message.”
• Del Superior Govierno :

  ➢ The first newspaper established in the Philippines in 1811.

  ➢ It was written in Spanish by Spaniards to be served to the Spanish

  elites who are residing in the Philippines. The newspaper only features

  news from Spain.
• El Ilocano :

  ➢ Founded by Isabelo de los Reyes and established in 1889.

  ➢ It was written in Spanish and Ilocano and said to be the first local

  newspaper publication.
• La Solidaridad :

  ➢ This was established in Dec. 13, 1888 by a group of filipino elites (ilustrados).

  ➢ Published every two weeks, it advocated for assimilation and reforms.

  ➢ Graciano Lopez Jaena served as the first editor which she was later replaced by Marcelo H. Del Pilar

  ➢ Contributors included Jose Rizal and Mariano Ponce.
• Kalayaan :

  ➢ This only had one issue which was published in January 18, 1896.

  ➢ Written in Tagalog, it aimed to the Filipino masses in the revolt against the Spanish government.

  ➢ Writers for this newspaper include Andres Bonifacio and Emilio Jacinto.
• Philippine Magazine :

  ➢ Formerly known as Philippine Education Magazine.

  ➢ Founded by a Thomasite in 1904 and was distributed to public school teachers in the country.
• Liwayway Magazine :

  ➢ The Philippines oldest magazine that is still in circulation.

  ➢ Founded by Don Ramon P. Roces in 1922, he is also known as the “Godfather of Philippine Traditional Komiks.”

  ➢ It features short stories, comics, poetry, lifestyle, cultural stories and

  entertainment news.

  ➢ It was originally a weekly publication, but now published twice a week.
• Radio - labeled as “theater of the mind”
• Strengths of Radio :

  1. Accessible
  2. Easy to set up
  3. Useful during disaster response
• Limitations of Radio :

  1. Ephemeral
  2. Quality is easily affected by weather
• it is said that the Philippines is the first in asia to set up a radio broadcast
• began in 1922, American named Henry Hermann owner of an electric supply company set up three 50-watt radio station in Manila
• KZRH - (aka DZRH) the oldest radio in the Philippines since 1939
• Carlos P. Garcia - asked for donations to giveaway radios to the rural areas
• Current Status of Philippine Radio :

  • 41.4% of Philippine population still listen to radio at least once a week
• Television - function is to Inform, Educate, and Entertain
• ABS-CBN - oldest TV station in the Philippines since 1953
• New Media - definition remain fluid and are continually evolving. “New” defines as a technologies that allow innovation to perform new tasks.
• Social Media - Group of internet-based applications for creation and exchanging content.