1. Module 2: Communication and Society
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2. What Is Communication? from Latin word commūnicāre, meaning "to share“
is the activity of conveying information
may be intentional or unintentional
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3. Human Communication
A variety of verbal and non-verbal means of communicating exists such as body language, eye contact, sign language, haptic communication, chronemics, and media such as pictures, graphics, sound, and writing.
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4. Types of Human Communication:
Non- Verbal Form
Oral or Verbal
Business Communication
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5. Effective Communication
Occurs when a desired effect is the result of intentional or unintentional information sharing, which is interpreted between multiple entities and acted on in a desired way.
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6. Barriers of Effective Human Communication
Physical
System Design
Attitudinal
Ambiguity of words/phrases
Individual linguistic ability
Physiological
Presentation of Information
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7. Nonhuman Communication
Includes cell signaling, cellular communication, and chemical transmissions between primitive organisms like bacteria and within the plant and fungal kingdoms
Information exchange between primitive living creatures
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8. Communication Cycle
introduced by Claude Shannon and Warren Weaver for Bell Laboratories in 1949
primary parts: sender, channel, and receiver
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9. 3 Levels of Semiotic Rules
Syntactic formal properties of signs and symbols
Pragmatic concerned with the relations between signs/expressions and their users
Semantic study of relationships between signs and symbols and what they represent
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10. Elements Of The Study An information source, which produces a message.
A transmitter, which encodes the message into signals
A channel, to which signals are adapted for transmission
A receiver, which 'decodes' (reconstructs) the message from the signal.
A destination, where the message arrives.
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11. Three Levels of Problems for Communication  According to Shannon and Weaver:
The technical problem: how accurately can the message be transmitted?
The semantic problem: how precisely is the meaning 'conveyed'?
The effectiveness problem: how effectively does the received meaning affect behavior?
De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

12. Communication Noises
Noise is interference with the decoding of messages sent over a channel by an encoder.
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13. Types Of Communication Noises:
1. Environmental
2. Physiological Impairment
3. Semantic
4. Syntactical
5. Organizational
6. Cultural
7. Psychological
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14. Mass Media & Mass Communication
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15. Types of Communication Process:
Intrapersonal
Interpersonal
Mass Communication
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16. Mass Media Mass Communication
- are diversified media technologies that are intended to reach a large audience by mass communication.
Mass Communication
-  is the study of how individuals and entities relay information through mass media to large segments of the population at the same time.
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17. Characteristics of Mass Communication :
1. A message is sent out on some form of mass communication system ( Internet, print or broadcast)
2. Message is delivered rapidly.
3. The message reaches large groups of different kinds of people simultaneously within short period of time.
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18. Mass Media : Books Newspapers Magazines Recordings Radio Movies
Television
Internet
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19. 3 Key Concepts About Mass Media :
The mass media are profit centered businesses
Technological developments change the way mass media are delivered and consumed
Mass media both affect and reflect politics, society and culture
De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

20. #Question: Why Do You Think Mass- Media are Profit Centered Businesses ???
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21. Concentration of Ownership
- This is the current trend of large companies buying smaller companies so that fewer companies own more types of media business.
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22. 4 Forms of Media Ownership:
Chains
Broadcast Networks
Conglomerates
Vertical Integration
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23. Convergence
- The melding of the communications, computer and electronic industries. Also used to describe the economic alignment of the various media companies with each other to take advantage of technological advancements.
De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

24. Why Media Properties Converge?
Newspapers and broadcast properties are attractive investments.
Newspapers and broadcast stations are commodities.
Newspapers and broadcast stations have gone through cycle of family ownership.
Newspapers and broadcast stations are easier business to buy than to create.
Introduction of new technologies like Internet changed the economics of all media industries. (1990)
Economic downturn that began 2007 affected newspapers especially hard.
De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department