MIL | 3RD QUARTER

• Media


  The physical objects used to communicate with, or the mass communication through physical objects and used to communicate messages.
• Information

  It is defined as knowledge that person gets about someone or something. A broad term that covers processed data, knowledge derived from study, experience, instruction, signals or symbols.
• Communication plays a pivotal role in human development. Humans have always communicated with one another even before traditional media were developed.
• SMCRE Model


  Rogers and Shoemaker, 1971
• SMCRE Model

  Sender > Message > Channel > Receiver > Effect
• Sender


  The one who decides on the information/message to transmit.
• Message

  It is the message or information that the sender wants to say/send to the receiver.
• Channel 


  It is an instrument used in delivering the message.
• Receiver 


  It is the person or group of persons to whom the information is transmitted.
• Effect


  It is the response of the receiver to the information transmitted
• Media


  It is derived from the Latin word medius, which means “middle.”
• Media


  It is the plural of medium, which refers to the tool people use to mediate or facilitate the transfer of communication between a sender or a receiver.
• Functions of Media

  • A source of credible information
  • Are vehicles that carry messages
  • Serves as channels which people use to send/receive information.
• Mass Media


  A type of media used to reach a large audience.
• Media Literacy

  As a set of perspectives that depends on a critical thinking of an individual.

  -William James Potter, Canadian Communication Educator, 2004
• Knowledge Structures


  Sets of organized information in your memory
• Tools and Skills


  To build your knowledge structures
• Raw Material


  Information from the media and from the real world
• Willingness


  Personal focus to gain knowledge
• Media Literacy


  The ability to access, analyze, evaluate, and create media in a variety of forms. It aims to empower citizens by providing them with the competencies (knowledge and skills) necessary to engage with traditional media and new technologies.
• Information Literacy


  Set of abilities which require individuals to recognize when information is needed and locate, evaluate, and use it effectively.
• Information Literacy

  The ability to recognize when information is needed, and to locate, evaluate, and effectively communicate information in its various formats.
• Technology Literacy

  Defines it as the ability to responsibly use appropriate technology to improve learning in all subject areas.

  -The COLORADO Department of Education (2009)
• Technology Literacy

  The ability of an individual, either working independently or with others, to responsibly, appropriately, and effectively use technological tools. Using these tools an individual can access, manage, integrate, evaluate, create and communicate information.
• Media and Information Literacy

  The essential skills and competencies that allow individuals to engage with media and other information providers effectively, as well as develop critical thinking and life-long learning skills to socialize and become active citizens.

  • Access
  • Analyze
  • Evaluate
  • Create
  • Information
• Marshall McLuhan (1969)


  Renowned Canadian communication theorist from the University of Toronto provides a clear story on how media evolved through technological determinism.
• Technological Determinism

  It is a theory that believes technology is a steering factor in how a society develops its structure and values.
• The Evolution of Media

  • Tribal Age
  • Age of Literacy
  • Print Age
  • Electronic Age
  • Information or New Age
• Tribal Age

  1. Prevalence of Oral Communication
  2. People relied on face-to-face interactions.
  3. Auditory senses as method of communication
  4. Dominant auditory senses of life (Oral Society)
• Age of Literacy

  1. Introduction to Phonetics
  2. Lessening the role of other senses
  3. Writing is a form of linear communication.
  4. Dominance of sight over the sensory balance
• Print Age

  1. Invention of Gutenberg press or movable type
  2. Books were reproduced by thousands.
  3. Dominance of visual space and logical thinking
  4. Homogeneity: where people spoke and wrote in the same language
• Print age was dated to the invention of the movable type mechanical printing press by Johannes Gutenberg.
• Movable type is the system of printing and typography that uses movable components to reproduce the elements of a document (usually individual letters or punctuation).
• Electronic Age

  1. Dominance of electronic media
  2. Invention of television
  3. Television was the newest form of media.
  4. “Global Village”
• Information or New Age

  1. Products and services that provide information or entertainment using computers or the internet.
  2. Digitally produced as interactive and requires at least a two-way communication.
  3. Transforming the end users of media from being mere “receivers” of messages into “senders” who are also able to create content themselves.
• Three (3) Keys of Innovation by Dr. W. James Potter (2008)

  1. Affordable Personal Computer
  2. Digitization of Information
  3. Internet
• Information

  It is defined as knowledge that a person gets about someone or something.

  • Intelligence
  • News
  • Data
  • Facts
• KID

  1. Knowledge
  2. Information
  3. Data
• Data

  • Refer to unstructured facts and figures that create the least impact on the receiver. (Thierauf, 1999)
  • Become an information when they are categorized, calculated, and condensed. (Davenport and Prusak, 2000)
  • Example: The text within the book.
• Information

  • It is data organized with relevance and purpose, made meaningful by a person
  • Example: Your consumption of text as information.