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SELECTED THEORIES ON MEDIA AND INFORMATION

Nowadays, accessing information and communicating with other people are fast and easy

because there are different forms of media we can use. Apart from the inventors who made

high-end gadgets to improve our information and communication technology (ICT), we

should also be grateful to researchers who were proponents of the theories about information

and media. With these theories, our modes of communication have become more efficient

and effective.

1. Media Richness Theory. It is also referred to as Information Richness Theory. Richard

L. Draft and Robert H. Lengel introduced this theory in the 1980s. In this notion,

communication serves as a medium that can reproduce information. Media Richness

Theory can be used to assess the richness or multifunction capabilities of specific

means of communication, such as phone calls, video conferences, and e-mails.

According to this theory, personal communication methods, like texting and

making video calls, are generally more effective than other forms of media as the

desired message is sent directly to the receiver.

2. Information Processing Theory. This theory suggests that humans process the

information they receive instead of merely responding to the stimuli. Also, the mind

is like a computer that analyzes the information it gets from its environment. The

Information Processing Theory is also associated with the cognitive development

approach in psychology.

Contingency Theory. Based on Joan Woodward's work in 1958, the Contingency

Theory argued about the influence of technology and other variables in organizations.

Contingency Theory notes that a variable can change the behavior and the structure

of an organization in order to complete a task.

4. Media Naturalness Theory. This theory was proposed by Nereu "Ned" Kock based

on the concept of human evolution. In this theory, Kock suggests that face-to-face

communication is the most natural method of communication. Media Naturalness

Theory also proposes that communication is better established and that the message

is more clearly understood if people talk in person. It argues that the farther the

sender is from the receiver, the harder it is to process information and comprehend

the message.

5. Media Synchronization Theory. According to this theory, it is better if people who

need to communicate are all present and available in real time. In this way, they will

be able to note immediate feedback and responses since they are fully engaged in the

conversation. Media Synchronization Theory also emphasizes that communication

involves interaction as it has two processes: conveyance and convergence. Convey

means to make something known to another person, while converge means to come

together to set a common interest, purpose, or goal.

6. Channel Expansion Theory. Proposed by John Carlson and Robert Zmud in 1999,

the Channel Expansion Theory suggests that an individual chooses a type of media

to use for communication based on his experience in handling that type of media

alongside the person he needs to speak with and what their topic is all about.

CREATORS OF MEDIA AND INFORMATION

As a student in senior high school, have you already chosen what course you would like to

be in college? Perhaps some of you are interested to work in the publishing industry where

you can get to work with writers. Others may

writers. Others may want to join the entertainment industry where

they can meet TV personalities.

Creators of media and information are some of the people which you might want to work
with when you graduate from college. Below is a list.

1 Writers and journalists. They work in publishing houses, news agencies, or advertising

firms. Their primary role is to translate relevant and meaningful information into

printed materials, such as books, newspapers, and magazines. They generally possess

a good command of grammar. Writers and journalists make sure that the readers will

obtain important information about the story or article they are writing.

2 Editors. Writers and journalists work hand in hand with editors to ensure that the

manuscript or articles submitted by the former are high in standard and are fit to!

print. Editors also make sure that the material to be published is free from factual or

grammatical errors.

3. Directors. Also known as filmmakers, directors create movies, shows or programs,

and plays that are seen on theaters, television channels, or theaters, respectively. A

director sees to it that the message of a show is made clear to the audience.

4. Performers. The actors who portray the characters in movies, shows, and plays are

called performers in general. Directors guide the performers so they can deliver their

portrayals effectively. Some performers who are visible on television or movies are

considered as celebrities too. A person is considered a celebrity if he is a well-known

public figure and is always seen in the news or other television programs. At times,

advertisers hire known performers to do commercials because their popularity could

attract consumers to buy the product they will endorse.

Other performers are the singers and dancers who express their creativity and

inner thoughts through their craft, which can either be a song or a dance. These

performers also collaborate with directors so that their entire performance will be

properly guided and successfully delivered in front of an audience.

5. Visual artists. Paintings and sculptures are some of the masterpieces that visual
artists create. Visual artists express their ideas through their artworks. Some artworks

may convey a clear message while others have abstract symbols to express the deeper

thoughts of the artist.

CHARACTERISTICS OF A GOOD MEDIA PRACTIT

Media practitioners should exhibit good values and observe ti

D MEDIA PRACTITIONER

exhibit good values and observe the proper code of conduce

Frimarily, people trust media practitioners because they provide

Powerful messages to the nublic Responsible and competent med

information and deliver powerful messages to the

practitioners should possess the following characteristics:

ge or information that is

1. Truthfulness. Media practitioners should co

ness. Media practitioners should convey a message on

accurate, factual, and truthful. Erroneous or false info

truthful. Erroneous or false information can harm the reputation

others or it may cause them danger. For example, if the weather bureau fails to

release a reliable advisory, a lot of people may not be able

visory, a lot of people may not be able to prepare ahead of time

för possible evacuation due to heavy flooding or immediate harvesting of crops. Let

us take another example. If a journalist writes an article claiming that the president is

involved in corruption without presenting sufficient evidence, the act may affect the

president's integrity and he may lose the public's trust.

Fairness and objectivity. The information or message disseminated by media

practitioners should be objective and based on grounded evidence. If the information

is biased or opinionated, it will deceive the public of the truth. As the public gives

their complete trust to media practitioners, it is only fair that the latter only present

stories that are real and accurate.

3. Responsibility and integrity. Media practitioners are expected to show professionalism

regardless of the situation they are in. They should not compromise their integrity by

showing partiality or partisanship. They should also possess a sense of responsibility

and accountability when acquiring information. Media practitioners should not

compromise their reputation and credibility just for the sake of popularity or power.

4. Empathy and sympathy. Being in the media does not give practitioners

the right to use their job for personal gains. Media practitioners should be

sensitive to the needs of others. They should show their respect to the privacy

of others too. For example, a journalist should refrain

the private affairs of celebrities because they have their right to privacy too.

from writing about

Since media practitioners do press works, many people who encounter misfortune

rely on them for social welfare services such as seeking assistance for medical treatment

or finding a missing person. Media practitioners empathize when they put themselves

in the shoes of those who are in need, and sympathize when they feel the sorrow of

those who experience adversities.

5. Hard working. The public depends on the information media practitioners deliver

that is why they are expected to work hard in sourcing accurate information. They

should give their best effort for their work, whether writing an article, making a film,

or composing a song. The public regards media practitioners highly, so they must not

compromise the public's interest.