Mekelle University
Institute of Pedagogical Sciences(IPS)
Teacher Education Department
Instructional Design and Technology
PgDT-425
Cr.hr: 2
By: Hagos Araya
Mekelle
August 2025
Unit 1: Media in the Instructional
Process
Learning outcomes:
Upon the completion of this unit, the course participant will be
able to:
Define basic concepts in Media and Instructional Technology
Identify the various types of human communication where
instruction can take place.
Explain the instructional process as communication interaction
Identify some of the human limitations that need external media
support.
Appreciate the role of instructional media in the teaching learning
process
Analyze the various phases of instructional communication.
Discuss steps of systematic planning for the effective use of media
2 (the ASSURE model )
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?
I. Definitions of terms:
Instruction: is systematic presentation of facts, ideas,
skills, and techniques to students.
- It is a systematic process that involves teacher, learners,
materials, and learning environment in order to achieve
successful and identified learning goals.
-It is an arrangement of information and environment
(classrooms, laboratories, methods, Medias and equipment)
to facilitate learning.
3
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?
I. Definitions of terms:
Instruction: …
-It refers to the deliberate arrangement of learning
experiences to facilitate achievement of specific learning
objectives.
-It can be further categorized into formal (classroom-based)
and informal (self-directed) learning.
4
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Design: implies a systematic or intensive planning and
ideation process prior to the development of something or
the execution of some plan in order to solve a problem.
Instructional design (ID): refers to the systematic and
reflective process of translating principles of learning and
instruction into plans for instructional materials, activities,
information resources, and evaluation.
5
Instructional design
Instructional design is a systematic process
of creating effective and engaging learning
experiences.
It involves analyzing learning needs,
designing instruction, developing materials,
and evaluating their effectiveness.
The goal is to help learners acquire
knowledge and skills in a way that is
efficient, engaging, and relevant to their
6 needs.
Unit 1: Media in the Instructional Process…
1.1. What is Instructional Design and Technology?...
Instructional design can also be defined as Process,
Discipline, Science, and Reality:
ID as a Process: ID is the systematic development of
instructional specifications using learning and
instructional theory to ensure the quality of instruction.
ID as a Discipline: branch of knowledge concerned
with research and theory about instructional strategies
and the process for developing and implementing
7 those strategies.
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
ID as a Science: Instructional Design is the science of
creating detailed specifications for the development,
implementation, evaluation, and maintenance of
situations that facilitate the learning of both large and
small units of subject matter at all levels of complexity.
ID as Reality: ID can start at any point in the design
process. Often a glimmer of an idea is developed to
give the core of an instruction situation.
8
Instructional design can considered
as
Process:
It involves a series of steps, often including
analysis of learning needs, design of instructional
materials, development of learning activities,
implementation of the instruction, and evaluation of
its effectiveness.
The ADDIE model (Analysis, Design, Development,
Implementation, Evaluation) is a common framework
used in this process.
9 .
Instructional design can considered
as
Discipline:
Instructional design is also a field of study, a
body of knowledge, and a profession. It
involves researching and applying learning
theories and instructional strategies to improve
the quality of teaching and learning.
Science: It uses research and evidence-based
practices to create effective learning
environments.
10
Instructional design can considered
as
Reality: While instructional design is rooted
in theory and research, it also acknowledges
the practical constraints and realities of the
learning environment. This includes
considering factors like learner
characteristics, available resources, and the
specific context in which learning takes
place.
11
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Technology: refers to -
the use of scientific knowledge to solve practical problem.
the specific methods, materials and devices used to solve
practical problems.
a branch of knowledge that deals with the creation and
use of technical means and their interrelations with life,
society, and the environment.
the application of knowledge and tools to solve problems
and extend human capabilities.
12 It can be classified into hardware and software.
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Question for Discussion:
Technology Vs Science?
13
Technology Vs Science?
Science seeks to understand how things work, and
technology applies that knowledge to practical
purposes.
Science and technology are closely related but
distinct. Science focuses on understanding the
natural world through observation and
experimentation, while technology uses scientific
knowledge to create tools and solve problems.
14
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Instructional Technology-
Is the systematic application of technology to the solution of
educational problems
is a systematic way of designing, carrying out, and evaluating
the total process of learning and teaching in terms of specific
objectives, based on:
research in human learning and communication and
employing a combination of human and non- human
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resources to bring about more effective instruction.
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Instructional Technology…
The systematic application of theories on learning and
teaching onto the practical issue of developing
instructional systems..
It involves the design, development, utilization,
management, and evaluation of processes and
resources to improve learning.
16
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Question for Discussion:
Instructional Technology
Vs
Educational Technology?
17
Unit 1: Media in the Instructional Process…
1.1. What is Instructional Design and
Technology?...
Educational Technology: the study and ethical practices of
facilitating learning and improving performance by:
creating, using, and managing appropriate technological
process and resource.
In addition to the process and system of learning and
instruction it also includes other systems used in the process of
developing human capability.
18
Unit 1: Media in the Instructional Process…
1.1. What is Instructional Design and
Technology?...
System – interrelation of components having the same goal.
A set of detailed methods, procedures and routines created to carry
out a specific activity, perform a duty, or solve a problem.
Instructional Systems Development (ISD): the design of
specific arrangements of resources and methods in order to
improve learning.
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Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Media: communication channels through which news,
entertainment, education, promotional massages etc. are
disseminated.
It includes every broadcasting and narrowcasting medium such as
newspapers, magazines, TV, radio, direct mail, telephone, fax and
Internet.
Instructional media- the physical means via which instruction is
presented to learners.
tools and materials used to communicate and facilitate learning.
20
Cont…
• Effective learning is learning that gives
students the opportunity to interact with the
real world.
• Students learn effectively when they are both
mentally and physically active. For this to
happen:
– students have to see- then they need
things to be seen;
– they have to do- then they need things to
be done;
– they have to hear, smell, taste- then they
need things to hear, smell and taste.
Cont…
• Learning occurs when our senses interact with the
instructional materials. When more senses are involved
in the process of interaction with the instructional
materials, there will be effective learning.
• Using instructional materials enables students to learn
faster, remember longer, and helps them to understand.
• In every aspect of life, variety is always attractive.
• Instructional materials can provide us varieties of
learning opportunities by helping students move about,
talk, laugh, question, comment upon, and in other ways
act in a natural manner as they do outside the
classroom.
• Many of the resources provide the learner with
opportunities to handle and manipulate: An opportunity
to touch, feel, handle or operate a model, picture, map;
press a button or turn a crank gives an added appeal
because it satisfies children’s needs to do things for
themselves and the natural desire for mastery and
ownership.
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Question for Discussion:
Data
Vs
Information?
23
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Data: is collection of any raw facts and figures that describe
people, animals, event, conditions etc.
For example: List of students, Mark list, Retails…
Information: is collection of meaningful facts and figures
used for guidance or decision making.
For example: Sorted list of students, Average marks …
Data Information
Collection of facts Puts those facts into context
24 Raw and unorganized Organized
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Data processing cycle:
Data Process Informatio
Summarizing n
Manipulation
Sorting
Arithmetic or Logical operations
25
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Communication: is the process of transferring messages,
ideas, feelings, data/information, etc between two or more
individuals.
Oral communication,
Written communication (printed Medias) or
Electronic Medias (radio, television, telephone) etc.
26
Concepts and Process of Instruction
Communication
What is communication?
– Communication comes from Latin word, “communicatio”
(n), “communicare” (v) which means ‘to share’, and
from “communis” to mean ‘common’.
– So, communication could be defined as, an act by which
a person shares knowledge, feelings, ideas and
information, in ways that each gains a common
understanding of the meaning, intent and use of
message.
– It is the process of sharing our ideas, thoughts, and
feelings with other people and having those ideas,
thoughts, and feelings understood by the people we are
talking with.
– It is process by which information, decision, and
directions pass through a social system, and the ways in
which knowledge, opinions and attitudes are formed or
modified.
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Instructional Communication focuses on:
The Learner: how students learn affectively, behaviorally,
and cognitively.
The Instructor: the skills and strategies necessary for
effective instruction and
The Meaning exchanged in the verbal, non-verbal, and
mediated messages b/n and among instructors and
students.
Mainly it focuses on the communicative factors in the
28 teaching learning process that occur across all instructional
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Elements of Communication Process
Sender: The person with the message to communicate.
Message: Any idea the sender wants the receiver to
understand.
Encoding: The process of putting the message into the form
that can be communicated.
Channel: The medium that carries the message.
Receiver: The person/s whom the message is addressed; the
person who interprets the message.
Decoding: The process a receiver undergoes in trying to
interpret the exact meaning of a message.
- the process of turning communication into thoughts.
Feedback: The receiver’s observable response/ reaction to the
29 sender’s message.
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
30
Generally,
Instructional materials are crucial for
effective teaching and learning, as
they enhance understanding, engage
students, and improve overall educational
outcomes.
31
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Intra-personal
Types of Human Communication
Interpersonal
Mediated
i. Intra-personal communication:
Communication takes place within oneself
It is Intrinsic/reflective
Examples:
Initial form of communication ( ‘baba’ and/or ‘mama’),
Reading something,
Judging yourself, or
Advanced thinking of issues…
32
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
ii. Interpersonal communication
One-to-one interaction, or interaction among small group
When a teacher communicates with individual/ group
student.
It can take place face-to-face as well as through electronic
channels (e-mail or instant messaging) or even in traditional letter
writing.
There is possibility of immediate response/feedback
Sender shares not only word, but also feelings and emotions
linked with high academic performance
33
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
iii. Mediated Communication
• The use of electronic messages to create meaning.
• It is a communication at a distance using some means to
connect between the sender and receiver.
•Message can be delivered and received synchronously or
asynchronously.
For instance, telephone, radio, letters, fax, television, email,
whatsapp, Zoom, face book and so on.
34
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Mediated Communication may be Mass Communication
Model or Computer mediated communication
a) Mass Communication Model:
A process in which professional communicators use technology
to share messages over great distances to influence large
audiences.
Examples: Radio, Television, Newspaper, Magazines, Film, Video, Audio
records, Twitter, Youtube, etc.
b) Computer mediated communication:
Occurs when human to human interaction takes place via
35
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Purpose of Human Communication:
To learn: to acquire knowledge of others, the world, and
yourself.
To relate: to form relationships with others, to interact
with others as individuals.
To help: to assist others by listening, offering solutions.
To influence: to strengthen or change the attitudes or
behaviors of others.
To play: to enjoy the experience of the moment.
36
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Models of Communication in the Instructional
Process:
i. Linear Model
ii. Interactive Model
iii. Transactional Model
Who What In What To
said Channel Whom
With What
Effect
37
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
i. Linear Model:
It is a one way communication.
It consists of the sender encoding a message and
channeling it to the receiver in the presence of noise.
38
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
i. Linear Model: …
Speaking and listening takes place in different time.
There is a clear cut beginning and end to
communication.
No feedback from the receiver (even nonverbally);
e.g. Mass communication - television, radio ...
A lecture would not fit in this communication model.
39
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
ii. Interactive Model:
It is two linear models stacked on top of each other.
The sender channels a message to the receiver and the receiver
then becomes the sender and channels a message to the original
sender.
40
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
ii. Interactive Model: …
Both the speaker and the listener take turns to speak and listen to
each other.
Two way process.
Feedback is given either verbally or non-verbally, or in both ways.
Feedback is not simultaneous, e.g., Instant Messaging (IM).
41
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
iii. Transactional Model:
It assumes that people are connected through communication;
They engage in transaction.
42
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
iii. Transactional Model: …
Multi-communication model (connected to many communicators
at the same time)
It shows that the elements in communication are interdependent.
Each person in the communication act is both a speaker
and a listener, and can be simultaneously sending and
receiving messages.
43
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Basic elements of the Instructional
interaction
• Students,
• Instructional content,
• Instructional media ,
• Teachers and
• Learning environment
44
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Role of media in the instructional process:
Good instructional media enable us to attain an implicit
instructional goals, among which:
Adjusting the learning climate Attracting attention
Promoting acceptance of an idea Developing interest
Encourage creative thinking Teach and entertain
Help in student skill development Facilitate active learning
Can replace un accessible real Relate theory with
objects practice
45 Help students remember longer Simplify abstract
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Role of media in the instructional process: ...
Media may have two roles,
media are used as instructional aids,
media are used exclusively to enhance or enrich the
teacher’s presentation.
46
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Barriers of effective instructional communication
There are three communication Barriers in general.
1. Physical Barriers: eg. Telephone call, drop in visitors, distance
between people, walls, static on radio, music, someone talking
loudly…
2. Physiological Barriers: Visual impairment, hearing loss,
articulation problem…
3. Psychological Barriers: perception, value, Attitude…
47
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Systematic Planning for use of instructional media:
ASSURE Model
The ASSURE model is an ISD (Instructional Systems Design)
process that was modified to be used by teachers in the
regular classroom.
48
Unit 1: Media in the Instructional
Process…
1.1. What is Instructional Design and
Technology?...
Reading Assignment:
Shanno’s Model
Laswell’s Model
49
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