COMM 1
 Media – plural form of medium
o an aid, it helps us spread information
o communication tool through which news,
entertainment, education, data, or
promotional messages are disseminated
 Communication – 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
o the exchange of information and the
expression of feeling that can result in
understanding
Two Basic Types of Communication
 Non-verbal communication
o signs
o symbols
o colors
o gestures
o body language
o facial expression
 Verbal communication
o oral
o written
 Shannon Weaver’s Communication Model
(1949) – from a sender, a message is delivered
using channel to reach the receiver
 David Berlo’s SMCR Model of Communication
(1960) – receptional model
 Feedback – a very important factor to know if
the message was effective
o sent back to the sender of the message
Three Major Functions of Media in the Philippines
o to inform
o to entertain
o to educate
 Media as an Information Industry
o film industry
o broadcast industry
o publishing industry
o photography industy
 Media as a Culture of Entertainment
 Media in Education
o Books
o Magazines
o Newspapers
o Journals
 Media and Information Literacy – a set of
competencies (knowledge, skills and
attitude) that allow citizens to engage with
media and other information providers
effectively and develop critical thinking and
life long learning skills for socializing and
becoming active citizens
 Media Literacy – the ability to access,
analyze, evaluate and create messages in a
variety of forms
 Information Literacy – the ability to find,
recognize information when needed. It is
knowing how to learn, how to find
information, evaluate it and use it wisely and
effectively
 Technology (Digital) Literacy – the ability to
use effective or appropriate technology for
communication or networks to locate,
evaluate, use, and create information
Core Skills
 aesthetic and creative skilld
 interactive skills
 critical analysis skils
 security skills
History of Communication
o The Evolution of Traditional to New
Media
 Prehistoric Age
o Language – one of the first things that
the brain developed and enhanced
o Oral Traditions - the basic ancestor of
information and communication flow.
This is the reason why ancient
civilizations and older cultures have a
tradition of passing down stories
through oral means. Early human
beings were able to communicate
through writing symbols or drawing
crude pictures
 o Chauvet Cvae Painting – discovered in o Cinematographe
Souther France and showed evidence of o Radio
symbols etched on the walls o Television
o Tribal cultures used materials they found in  Electronic Age
nature to record their existence o Fax machine
o Barks of trees, bones of animals, sticks o Cellphone
painted – recording devices of information o Cable and satellite technologies
o Mesopotamia – known as the cradle of o Cds
western civilization located within the o Vhs
former Tigris-Euphrates river system o Dvds
o Code of Hammurabi – contains written laws  Digital Age
and codes of the Babylonian king o Computer system
o Clay and stones – materials for o Internet
documentation o DSLRS
o Written word – greatest tool that human o IPOD
beings used to communicate with each The Internet paved the way for faster
other during those times communication and the creation of the
o Handwritten books - developed and social network.
marketed into consumer items  Web browsers
o Woodblock printing (200 CE) – it was o Mosaic (1993)
developed when Chinese and Korean o Internet Explorer (1995)
craftspeople “wrote” letters on textile or o Google (1996)
paper using letters carved onto wood o Yahoo (1995)
blocks.  Blogs
o they used ink and pressed it on a o Blogspot (1999)
surface o Wordpress (2003)
o Movable type – invented in 1040  Social networks
o replaced the system of woodblock in o Friendster (2002)
certain areas o Multiply (2003)
o German Goldsmith Johann Gutenberg – o Facebook (2004)
created a better version of the movable o Instagram
type in 1453.  Microblogs
 Industrial Age o Twitter (2006)
o Newspaper o Tumblr (2007)
o Magazines (1741)  Video
o Image recording and invention of o YouTube (2005)
photography  Video chat
o • Telephone (1876) o Skype (2003)
o Phonograph (recording sound and Brief History of Philippine Media
music)(1887)  Noli Me Tangere & El Filibusterismo –
o Film became the iconic literary pieces in history
o Kinetoscope as revolutions were inspired by these novels
o Kodak camera  Baybayin or Alibata – known as the
o Telegraph (1844) Tagalog script
 o most notable discovery of which is the  American comics arrived in the 1940’s
ancient alphabet o Tony Velasquez – Matsing at Pagong
o the term baybayin literally means spelling o Mars Ravelo
 Umalahokan – also known as the town crier o Farncisco Conching
 DEL SUPERIOR GOVIERNO (1811) – the  Spanish Colonial – Cinematographe film
revolutionary period camera and projector invented by the
o The Philippine press played an important Lumiere brothers came through the
role in the fight against Spain Spanish soldier named Carlo Naquerd
o There are Filipino heroes who emerged  Carlo Naquera – showed several Spanish-
from the revolution related to newspapers language films to selected audiences in
 La Solidaridad (1889) - the mouthpiece of the 1987
revolution on February 15, 1889  JOSE NEPUMUCENO – father of Philippine
 The Manila Times (1898) and Manila Bulletin Cinema in 1919
(1900) – long running newspaper in the country o He produced the very first film
during the American period  Golden Age of Philippine Cinema – 1950-
 Media censorship – is the act of altering, 1952
adjusting, editing, or banning of any or all media
resulting from the presumption that its content is
perceived to be objectionable by the
Government
 WATCHDOG – a group that watches the
activities of a particular part of government in
order to report illegal acts or problems
 Martial Law
o Mr. & Ms – women’s magazine run by
Apostol
o lifestyle publication for women
o Bill of rights – is a list of the most important
rights to the citizens of a country
o guarantees the freedom of the press
as well as the freedom of expression of
all the Filipinos today
o Liwayway magazine – a Filipino language
magazine composed of serialized novels
and short stories
o published by Ramon Roces
o Jingle song hits – a smaller version of such
a publication which featured popular
songs during that era
o Cosmopolitan – was one of the first of such
titles to be adapted in the country. Its
publisher, Summit Media, later acquired
local franchises of other foreign titles for
local market