MIL

• Communicare (latin) – “to share” or “to divided out”
• Communis (latin) – roughly means “working together”
• Ø  Transmission models ( Harold Laswells)-Relatively straightforward  and tells you that communication from someone and their message flows through a channel; through sound, waves, and that someone on the other and receives the message w/ a corresponding offer.
• Ø  Ritual or expressive model – happens due to the need to share understanding and emotions.
• Ø  Publicity model- communication involves audience as “spectators rather than participants or info receive” (McQuials, 2015)
• Attention – important bcs it measure how successful the communication has transpired
• Ø  Reception model – understand communication as an open process
• reception model - Messages and receive are open to various interpretation based on the context and the culture of the receiver
• Encoder – produces and sends the message
• -         Decoder – receives and interprets
• -         Receptionist model - show that it is not just abt saying the message but also considering how the message may be receive
• Media and information - They are so intertwined that info is one of the reason why communication is done and this info can be share through media
• Media - Combination of physical objects used to communicate or mass communication through mass objects such as radio, televisions , computers, etc.
• -         Modality – text, audio, graphs animation

  -         Format – digital or analog

  -         Way of transmitting – electromagnetic or radio waves, light waves

  -         Mass media form – TV, radio, print, internet, telephone, or mobile
• Media modality - Nature of message whether it is relayed  using text, audio, video, graphics, animation, or combination of any of these things
• media format - Way data is arranged
• Information - Referred to as “knowledge of specific events or situations that has been gathered or received communication, intelligence or news report. Content that you share during communication
• Media - source and channel for relying info
• Literacy - Ability to identify, understand, interpret, create, communicate, and compute using printed and written materials associated w/ varying context
• Media literacy - Ability to access, analyze evaluate, and create media in a variety of forms.
• media literacy - aims to empower citizens by providing them with the competencies (knowledge and skills) necessary to engage with traditional media and new technologies.
• information literacy - The ability to recognize when information is needed, and to locate, evaluate, and effectively communicate information in its various formats
• Technology literacy - ability of an individual, either working independently or with others, to responsibly, appropriately, and effectively use technological tools
• Critical thinking - being critical means being capable of judging the merit of something based on certain standards or parameter
• -         Tradition – more on printed materials ; ex. Magazine, tabloid, broad sheet, paperback novels, radio, television
• -         New – w/ use of internet ; ex. Online video games
• Marshal McLuhan - Canadian writer and English professor; most of his works talk abt communication
• Marshal McLuhan - said that the medium is the message
• Technological Determinism - technology comes into our life and we cannot escape its effect into our life
• Marshal McLuhan - Believed that society is driven by changes in media and communication technology
• hot media - forms of media that requires little involvement from the audiences
• Cool media - w/ high-level user interactivity, where the experience is more dynamic and the audience is more involved (ex. Online games)
• 1.     tribal age - hearing was the predominant and most valuable sense of reception. rely on hearing during hunting to stay alert fr. danger
• 1.     Literacy age

  Ø  Sense of sight is dominant

  Ø  More visual

  Ø  Invention of alphabet, allowing humans to learn to read
• 1.       Printing age

  Ø  Printing press was invented

  Ø  Meant for mass producing written text

  Ø  Gave humans the liberty to read them at their own pace and to share them to others
• 1.       Electronic age

  Ø  Idea of “global village” -  Community where everyone in the world is interconnected through media
• electronic age - Telegraph was invented w/c paved the way to the invention of telephone, television, mobile phone and the internet
• 1. Information age

  Ø  Digital Age/new media age

  Ø  This is a time in human history where    everything    relied heavily   in   the   use   of computers   to   run   major industries
• 1.       Infrastructure age

  Ø  car with global positioning system built it a railway system which runs digitally and  internet controlled gadgets/appliances
• Ø  cultural determinism

  -         culture and society shapes technology

  -         society is still in control of technology and innovations over time do not dictate how it must adapt and function in relation to these technology