MIL FIRST SUMMATIVE EXAM

• MEDIA LITERACY Focuses on the understanding, usage, and production of messages received from different media.
• INFORMATON LITERACY Focuses on the ability to find, evaluate, and use

  information effectively.
• TECHNOLOGY LITERACY Focuses on the responsible and effective use of technology, tools, or networks in accessing, analyzing, evaluating, and creating the message.
• Information is a knowledge that a person gets about someone or something.
• DATA is am unstructured facts and figures that create the least on the receiver.
• KNOWLEGDE is the human understanding of a subject matter derived from experience, learning, thinking.
• Context – the set of facts or circumstances that surround a circumstance or event.
• Contextualize - means to think about or provide information about the situation in which something happens.
• LASWELL'S COMMUNICATION MODEL

  A) SENDER

  B) MESSAGE

  C) CHANNEL

  D) RECEIVER

  E) EFFECT

  
• The model is relatively straightforward and tells you that communication originates from someone and their message flows through a channel, either through sound waves or light waves, and that someone on the other end receives the message with corresponding effect?

  LASSWELL'S COMMUNICATION MODEL
• The SMCR-E Model (Roger and Showmaker, 1971)

  A) SENDER

  B) MESSAGE

  C) CHANNEL

  D) RECEIVER

  E) EFFECT

  F) FEEDBACK

  
• Shannon and Weaver’s Communication Model

  A) SENDER

  B) RECEIVER

  C) TRANSMITTER

  D) DESTINATION

  E) NOISE

  
• Westley and Maclean Model of Communication

  A) EVENT

  B) EVENT

  C) EVENT

  D) EVENT

  E) EVENT

  F) ADVOCATE

  G) CHANNEL

  H) AUDIENCE

  
• RITUAL OR EXPRESSIVE MODEL - Communication happens due to the

  need to share understanding and emotions.
• RITUAL OR EXPRESSIVE MODEL - Done to build social relationships.
• Communication involves audiences as “spectators” rather than participants or information receivers
• Attention is important because it is a measure of how successful the communication has transpired.
• RECEPTION MODEL - The messages sent and received are open to various interpretations based on context and the culture of the receiver.
• SCHRAMM'S MODEL

  A) DECODER

  B) INTERPRETER

  C) ENCODER

  D) MESSAGE

  E) MESSAGE

  F) DECODER

  G) INTERPRETER

  H) ENCODER

  
• Wilbur Schramm’s depiction of cynical communication where the sender and receiver have alternating roles in the loop.
• MASS MEDIA Technology that is intended to reach a mass audience.
• MARSHALL MCLUHAN - A renowned Canadian communication theorist from University of Toronto
• TECHNOLOGICAL DETERMINISM - A theory that believes technology is a steering factor in how a society develops its structure and values.
• FOUR EPOCHS:

  1. TRIBAL AGE
  2. AGE OF LITERACY
  3. PRINT AGE
  4. ELECTRONIC AGE