1. Introduction to Intermediate and Advanced English First Semester 2009 – 2010 Allan Roi C. Roño and Priya Ramnani

2. What is communication? it is an activity so intertwined with human life it is complex it is powerful it has limitations

3. What some scholars have said: The process that links discontinuous parts of the living world to one another A system of for relaying information and orders Those situations where a source transmits a message to a receiver with the intent to change behavior

4. A process that makes common to two or more what was the monopoly of one or a few A verbal interchange of a thought or idea The transmission of information The mechanism by which power is exerted Adjusting ideas to people, and people to ideas

5. Looking back: How is it an activity so intertwined with human life? How is it complex? How is it powerful? What may be some of its limitations?

6. C. David Mortensen said in The Study of Human Interaction, “In the case of the term communication, few would have qualms about saying that it occurs whenever people attempt to use the power of spoken or written words to influence others. And yet here is where the difficulties occur. Does our common sense notion mean that communication is limited solely to human activity? Do machines communicate? Is all communication a matter of using spoken or written words? What is meant by the idea of influence? Must the influence be intentional? If so, what about overheard or accidental speech that nonetheless modifies the behavior of a bystander? Is all thinking to be regarded as communication?”

7. Scholars agree that communication is multi-dimensional and that there can be many definitions depending on your approach or intention Perhaps the average person can benefit best by gaining an understanding of the varied aspects of comm There is no right or wrong perspective The different theoretical or definitional trajectories simply enable different kinds of comm studies

8. By developing an understanding of communication, you: become more discriminating in interpreting comm activities gain tools to improve your comm skills widen your perception to transcend habitual thinking

9. By developing an understanding of communication, you: become increasingly adaptable and flexible to communicative situations become more sophisticated in your approach to communication gain new “lenses” for seeing ordinary comm activities

10. English 1 and Literature deal with the WRITTEN TEXT: 1) ESSAYS 2) ACADEMIC PAPERS applicable to other Subjects 3) LITERARY COMMENTARY English 2 deals with the SPOKEN WORD:1) DEBATES 2) ACADEMIC DISCOURSE applicable to other Subjects

11. Definitions of MEDIA medium: any object or tool used in the transmission of messages mechanism used to carry signs from one person to another collection of channels for mass communication: print, broadcast (TV/radio), new media

12. Five core concepts (Center for Media Literacy, 2007) 1. All media messages are constructed. 2. Media messages are constructed using a creative language with its own rules. 3. Different people exchange the same messages differently. 4. Media have embedded values and points of view. 5. Media messages are constructed to gain profit/power.

13. Deconstructing media: five key questions (Center for Media Literacy, 2007) 1. Who created this message? 2. What techniques are used to attract my attention? 3. How might different people understand this message differently from me? 4. What lifestyles, values, and points-of-view are represented in or are omitted from this message? 5. Why was this message sent?

14. The four laws of media (McLuhan, 1988) 1. Enhancement – media improves or enhances the way we do things 2. Reversal – when pushed to the limit, media can reverse its original characteristics or functions and create new problems 3. Obsolescence –media can render something obsolete 4. Retrieval – media restores something that was once lost or obsolesced

15. Enhancement  What is the intended function of the medium?  What does it improve or make efficient?  Does it extend some part of the human body, or one or more of the senses?  Does it extend some aspect of the human mind?  Does it amplify some human capability or augment a deficiency?

16. Reversal  What effects will the medium create that are opposite to what was originally intended?  What are the contradictions inherent in the medium or technology?  What is the “ecological” or “environmental” impact of the medium to its contemporary media environment?

17. Obsolescence  What older technology does the new medium replace?  What does it render unnecessary?  What procedures does it “short circuit” or bypass?  What happens to the “old” medium that becomes obsolete?

18. Retrieval  What archaic elements are made relevant again?  What previously marginalized or repressed ideas, artifacts, or socio-cultural aspects are brought forth and revived?

19. Retrieval  What archaic elements are made relevant again?  What previously marginalized or repressed ideas, artifacts, or socio-cultural aspects are brought forth and revived?

20. En: voice (reach, loudness), connectivity Rev: correct grammar, spelling; overdependence Obs: the telephone booth; face-to-face contact Ret: tribal drums, smoke signal, secret messages

21. En: speed and transportation Rev: created traffic, noise, annoying Obs: horse and carriage, bicycles, walking Ret: “age of knights”