Lesson 1: INTRODUCTION TO MEDIA AND What is Berlo’s SMCR Model of Communication

INFORMATION LITERACY (1960)?

What is Communication? → is a linear transmission model that includes
four components: the sender, message,
→ the act or process of using words, sounds,
channel, and the receiver.
signs, or behaviors to express or exchange
information or to express your ideas,
→ This model views communication as the
thoughts, feelings, etc., to someone else.
transfer of information. The sender
transforms a thought into a message, or
→ the exchange of information and the
encodes the message.
expression of feeling that can result in
understanding

TRANSMISSION MODELS
What is Lasswell’s Communication Model
(1948)?

→ In this model, the focus was on the source

and the channel through which information
was sent. While, effect was taken into What are the 10 levels of intimacy in today’s
consideration, there was no concept of communication?
feedback. Hence, it is a linear model.
→

What is Shannon-Weaver’s Communication

Model (1948)?
What is media?
→ The model deals with various concepts like
Information source, transmitter, Noise,
→ Refers to the various channels of
channel, message, receiver, channel,
communication between a person or persons
information destination, encode and decode.
and their intended audience.
→ This model states that communication is a What is information?
two-way highway, which means that
information passes between the sender and → It is a data, knowledge derived from study,
receiver. experience, or instruction, signals or
symbols

→ knowledge of specific events or situations

What is Media Literacy?

→ The ability to read, analyze, evaluate and

produce communication in a variety of media
RECEPTION MODEL forms.

What is Osgood- Schramm Model Of What is Information Literacy?

Communication (1954)?
→ The ability to recognize when information is
→ This revised model indicates that: 1)
needed and to locate, evaluate, effectively
communication is not linear, but circular; 2)
use and communicate information in its
communication is reciprocal and equal; 3)
various formats.
messages are based on interpretation; 4)
communication involves encoding,
What is Technology (Digital) Literacy?
decoding, and interpreting.
→ The ability to use digital technology,
communication tools or networks to locate,
evaluate, use, and create information.
What is Media and Information Literacy?

→ It includes information and communication

literacy and digital literacy.
 → Defined as a set of competencies that → all forms of communications are under the
empowers citizens to access, retrieve, control of the governing elite or authorities
understand, evaluate and use, create, as or influential bureaucrats
well as share information and media content
in all formats → The authorities have all rights to permit any
media and control it by providing license to
What does the acronym THINK mean? the media and make certain censorship.
Thus, the media controlled and censored by
→ T is for: Is it TRUE? the ministries in the country
→ H is for: Is it HONORING?
→ I is for: Is it INFORMATIVE? What is Soviet Media Press?
→ N is for: Is it NECESSARY?
→ K is for: Is it KIND? → from Marxist, Leninist and Stalinist thoughts,
with mixture of Georg Wilhelm Friedrich
Hegel ideology and developed and followed
by Adolf Hitler’s Nazi in Germany and
Lesson 2: EVOLUTION OF MEDIA
Benito Mussolini in Italy.
MEDIA INFORMATION AGES
→ government undertake or controls the total
What people discovered in Pre-Industrial Age? media and communication to serve working
classes and their interest.
→ People discovered fire, developed paper
from plants, and forged weapons and tools → Provide positive thoughts to create a strong
with stone, bronze, copper and iron socialized society as well as providing
information, education, entertainment,
→ Example: Cave Painting, Clay tablets in motivation and mobilization. Hence, the
Mesopotamia, Papyrus in Egypt, Printing whole control of the media is under the
press using wood blocks, Codex in the leader of the nation.
Mayan region
What is Libertarian Media Press?
What people discovered in Industrial Age? → is fully free without any intervention of any
authority or government and against the
→ People used the power of steam, developed authoritarian thoughts.
machine tools, established iron production,
and the manufacturing of various products → press should not restrict anything even a
(including books through the printing press). negative content may give knowledge and
can make better decision whilst worst
→ Example: Typewriter, Telephone, Telegraph, situation
Punch cards, Printing press for mass
production, Newspaper- The London What is Social Responsibility Media Press?
Gazette, etc.
→ allows free press without any censorship but
at the same time the content of the press
What people discovered in Electronic Age?
should be discussed in public panel and
→ People harnessed the power of transistors media should accept any obligation from
that led to the transistor radio, electronic public interference or professional self-
circuits, and the early computers. regulations or both
→ lies between both authoritarian theory and
→ Example: Transistor Radio, Television, OHP, libertarian theory because it gives total media
LCD projectors, Mainframe computers, freedom in one hand but the external controls
UNIVAC 1, etc. in other hand

What people discovered in Information Age? → press freedom in one hand but other hand
they controlled the press by raising question
→ People advanced the use of microelectronics
with the invention of personal computers,
mobile devices, and wearable technology.

→ Example: Web browsers, Social networks,

Microblogs, Smart phones, Wearable Lesson 3: INFORMATION LITERACY
technology, Portable computers, etc. What is Data?

→ called 'raw' information because it's just the

Lesson 2.1: THE EVOLUTION OF TRADITIONAL
facts, without any analysis or interpretation
TO NEW MEDIA
having taken place.
NORMATIVE THEORIES OF THE PRESS

What is Authoritarian Media Press?

What are the Stages/Elements of Information → Refers to traditional mass media published
Literacy? on paper

→ What Is Broadcast Media?

→ Involves electronically and simultaneously

sending information containing signals

What is Film/Cinema Media?

→ It includes an array of subfields: film history,

visual arts, digital culture, etc.
What are the 5 components of Information
Literacy? What Video Games (Digital Games)?

→ → An interactive programs that allows users to

gather ideas, allowing them to gain virtual
experiences as opposed to real life events

What is New Media?

What are the 8 characteristics of and Information
Literate Person? → It is a digital media that are interactive and
incorporate two-way communication that
→
involves some forms of computing

What is Media Convergence?

→ It is a process by which previously distinct

technologies come to share tasks and
resources.

Lesson 4.1: MASS MEDIA AND MEDIA EFFECTS

What is Mass Media?

Lesson 3.1: ETHICAL USE OF INFORMATION
LITERACY → Any form of media used in communication to
larger audiences
What Is Plagiarism?
What is Media Effects?
→ using the ideas and writings of others and
representing them as your own. → It is intended or unintended consequences of
what the mass media does
→ taking the work, skills and ideas of another
person and pretending they are your own is
TYPES OF MEDIA EFFECTS
intellectual theft.
What is Third-Party Theory?
Why do people Plagiarize?
→ It is when people think they are more immune
→ Not knowing any better
to media influence than others
→ Pressure/competition
→ Lack of confidence What is Reciprocal Effect?
→ Work perceived as too hard
→ Lack of consequences → It is the impact of former or expected media
→ Boredom/lack of interest/laziness reports on the subject being covered
→ Arrogance
What is Boomerang Effect?
What is Summarizing?
→ Refers to media-induced change that is
→ You write a general statement of the author’s counter to the desired change
content or position, Like paraphrase, a
summary records information in different What is Cultivation Theory?
words but much more briefly
→ Viewers cultivate television information by
Lesson 4: TYPES OF MEDIA AND MEDIA integrating it into their perceptions of real
CONVERGENCE world phenomena

TYPES OF MEDIA What does MTRCB mean?

What is Print Media? → Movie and Television Review and

Classification Board
 → The government agency responsible for To the ILOCANO of NORTHERN PHILIPPINES,
rating television programs and films in the DAYAW means HONOR AND PRIDE
Philippines
To the BISAYA of CENTRAL PHILIPPINES,
What is Agenda-Setting Theory? DAYAW means APPRECIATION AND
RECOGNITION
→ It refers to a process whereby the mass
media determine what we think and worry To the TIGWAHANON of SOUTHERN
about PHILIPPINES, DAYAW means TO SHOW OF /
PARADE
What does Propaganda Model of Media Control
mean?

→ The model tries to understand how the What Indigenous Groups found in Luzon?
population is manipulated, and how the
social, economic, political attitudes are → Ifugao: Kiangan, Ifugao
fashioned in the minds of people through → Ayta: Bataan
propaganda. → Malaueg: Cagayan Valley
→ Bugkalot: Nueva Vizcaya
What is Propaganda? → Gaddang: Mountain Province
→ Kalinga: Kalinga
→ ideas or statements that are often false or
→ Ibaloi: Benguet
exaggerated and that are spread in order to
help a cause, a political leader, a → Dumagat: Quezon
government, etc.
What Indigenous Groups found in Visayas?

→ Mangyan: Mindoro
Lesson 5: MEDIA AND INFORMATION SOURCES → Jama Mapun: Palawan
→ Panay Bukidnon: Capiz
What is Indigenous Knowledge? → Bukidnon: Negros
→ Palaw’an: Palawan
→ Refers to local knowledge that is unique to a → Ati: Aklan, Negros, Iloilo, Guimaras, Capiz
given culture or society
What Indigenous Groups found in Mindanao?
→ It contrast with the international knowledge
system generated by universities, research → B’laan: Balut Island, Sarangani, Davao del
institutions and private firms Sur
→ T’boli: Lake Sebu and South Cotabato
→ Tenduray: Maguindanao
What does Indigenous Media mean? → Kamayo: Agusan del Sur
→ Manguangan: Davao del Norte
→ Owned, controlled, and manages by → Manobo: Bukidnon
indigenous people in order for them to → Bagobo: Davao City
develop and produce culturally appropriate
→ Iranon: Manguindanao
information in the languages understood by
→ Sangir: Balut Island, Sarangani, Davao del
the community by utilizing indigenous
Sur
materials and resources, reflecting
→ Subanen: Zamboanga del Sur
community needs and interest, visions and
aspirations, and independent from vested → Mamanwa: Surigao del Norte
interest groups → Tausug: Jolo, Sulu
→ Kaagan: Davao Oriental
What are the characteristics of Indigenous
Media? What are the Type of Sources?

→ Oral tradition of communication → Books

→ Store information in memories → Articles: Journals, Publications, Magazines
→ Information exchange is face to face → Newspaper
→ Information are contain within the border of → Internet
the community

What does Dayaw mean? EVALUATING INFORMATION

→ It is the Philippine Indigenous People’s What does Accuracy mean?

Festival
→ Content is grammatically correct, verifiable,
and cited when necessary
→ It is the term shared by many different
tongues across the archipelago
What does Author mean?
 → Defines who created the content, the → use of language style and textual layout
individual or groups credentials/expertise (headlines, captions, speech bubbles,
and provides contact information language style, etc. )

What does Currency mean?

TECHNICAL CODES AND CAMERA
→ Information is current and updated frequently TECHNIQUES

What does Fairness mean? What are the Basic Camera Shots?

→ Content is balanced, presenting all sides of → Extreme Wide Shot

an issue and multiple point of view → Wide Shot
→ Medium Shot
What does Relevance mean? → Medium Close- up
→ Close- up
→ Content is relevant to your topic or research → Extreme Close- up

How to Spot Fake News? What are the Advance Camera Shots?

→ Consider the source → Two Shot

→ Cut Away
→ Check The author
→ Over the Shoulder
→ Read beyond
→ Point of View
→ Supporting sources
→ Selective Focus
→ Check the date → Arc Shot
→ Check your biases
→ Ask the experts What are the Camera Angles?
→ Is it a joke?
→ Eye-Level
→ High Angle
→ Low Angle
Lesson 6: MEDIA AND INFORMATION → Bird's Eye View
LANGUAGES → Worm’s Eye View
→ Slanted (canted)
What is genre?
What is a video treatment?
→ comes from the French word meaning 'type'
or 'class‘ → consists of a written condensation of a
proposed film or TV dramatic production
→ can be recognized by its common set of
distinguishing features (codes and → written in the present tense, using active
conventions) language and often read like a short story

What does codes mean?

What is a storyboard?
→ are systems of signs, which create meaning
→ A storyboard is a graphic representation
What does conventions mean? of how your video will unfold, shot by shot.

→ are the generally accepted ways of doing → Think of it as sort of a comic book version of
something your script.

TYPES OF CODES

What is Technical Codes?

→ ways in which equipment is used to tell

the story (camera techniques, framing,
depth of fields, lighting and exposure,
etc.)

What is Symbolic Codes?

→ show what is beneath the surface of what

we see (objects, setting, body language,
clothing, color, etc. )

What is Written Codes?