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Definition of Terms:

1. Literacy - The ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying context. Literacy involves a continuum of learning, wherein individuals are able to achieve their goals, develop their knowledge and potentials, and participate fully in their community and wider society.

2. Media - The physical objects used to communicate with, or the mass communication through physical objects such as radio, television, computers, film, etc. It also refers to any physical object used to communicate messages.

3. 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.

4. Information - A broad term that covers processed data, knowledge derived from study, experience, instruction, signal or symbols.

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

6. 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 and communicate information.

7. Media and Information Literacy - the essential skills and competencies that allow individuals to engage with media and other information providers effectively, as will as develop critical thinking and life-long learning skills to socialized and become active citizens.

Introduction to Media and Information Literacy

Defining Communication

Communication is from the Latin term commūnicāre which means “to share” or “to divide out.” Originate from another Latin word communis which roughly means “ working together”

Communication - refers to people or group of people imparting or exchanging messages through speaking, writing, gestures, or even using other symbolic forms by utilizing a variety of channel for sending and receiving.

Explaining the Communication Process through Models

To understand better the process of communication, here are some models as discussed by communication scholar Denis McQuail (2005) in his book McQuial’s Communication Theory:

1. Transmission models Harold Laswell’s representation of communication as an attempt to answer the question “Who says what to whom, through what medium, and with what effect?”

See attachment for the figures of

Laswell's Communication Model

Shannon and Weaver's Communication Model

Westley and Maclean Model of Communication

Schramm's Model

Berlo's Model

2. Ritual or Expressive Model

This is an alternative way of looking at how communication work. In the expressive model, communication happens due to the need to share understanding and emotions.

3. Publicity Model - This model explains that communication involves audiences as "spectators rather than participants or information receivers (McQuail, 2005)"

Attention is important because is is measure of how successful the communication has transpired. imagine yourself telling a friend about a potentially boring story but you tell it in a compelling and animated manner to keep his interest and attention. another example is how television commercials aggressively convince the audience to buy the products that they advertise.

4. Reception Model. In this model, you come to understand communication as an open process, which means that messages sent and received are open to various interpretations based on context and culture of the receiver. In other words, there might be various meanings to a single statement that is communicated. One such model illustrating this is Wilbur Schramm's depiction of cyclical communication where the sender and receiver have alternating roles in the loop.