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
Communication (http://www.merriam-webster.com)

the exchange of information and the

expression of feeling that can result in
understanding
(http://dictionary.cambridge.org)
 TRANSMISSION MODELS
Lasswell’s Communication Model (1948)

Who Says What In Which To Whom With what

Channel effect?
COMMUNICATOR MESSAGE MEDIUM RECEIVER EFFECT
 TRANSMISSION MODELS
Shannon-Weaver’s Communication Model (1948)
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"
PUBLICITY MODEL
• communication as display and attention
• audience as “spectators” rather than participants
or information receivers
RECEPTION MODEL
• “Encoding/ Decoding"
model of
communication by
Stuart Hall (1993)
• Messages are open to
various
interpretations.
 RECEPTION MODEL
Osgood- Schramm Model Of Communication (1954)
 RECEPTION MODEL
Berlo’s SMCR Model of Communication (1960)
What have you learned about communication after
studying the different models?
SENDER MESSAGE MEDIUM RECEIVER EFFECT
 How is communication affected by media
and information?
MEDIA INFORMATION
 Communication  data, knowledge
Tools derived from
study, experience,
or instruction,
signals or symbols
 knowledge of
specific events or
situations
 MEDIA AND INFORMATION LITERACY (MIL)
• The ability to read, analyze, evaluate and
Media Literacy produce communication in a variety of
media forms.

• The ability to recognize when information

Information is needed and to locate, evaluate,
Literacy effectively use and communicate
information in its various formats.
• The ability to use digital technology,
Technology communication tools or networks to
(Digital) Literacy locate, evaluate, use, and create
information.
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/