Media and Information Literacy

Lesson 1 : Media and Information Literacy

MEDIA
— The media is the very source of mass communication.
— The media plays the most informative role in our society.
— It is the main thing about mass communication.
— It has various forms, such as the internet, through which we can get updated news
about the world in our grasp just with a click of a finger.
INFORMATION
— Information is an abstract concept that refers to that which has the power to inform.
At the most fundamental level, information pertains to the interpretation (perhaps
formally) of that which may be sensed, or their abstractions.
LITERACY
— Literacy is the ability to read, write, speak and listen in a way that lets us
communicate effectively and make sense of the world.
WHAT IS INFORMATION LITERACY?
— Information literacy is the ability to find, evaluate, organize, use, and communicate
information in all its various formats, most notably in situation requiring decision
making, problem solving, or the acquisition of knowledge.
Different Types of Media : Television, Radio, Newspaper and Internet.
Communication is broadly defined as the imparting and exchanging of information.

There are different communication mediums, common examples are Conversation,

Public Speaking, Documents/ Letters/ Mails, Visual Art, Physical Medium, Digital/
Interactive.
— Each one of these mediums works differently in conveying messages and
information, but with the main purpose of communicating information to others.
Media Literacy
— the ability to access, analyze, evaluate, and create media in a variety of forms. It
aims to empower citizens by providing them with the competencies (knowledge and
skills) necessary to engage with traditional media and new technologies.
Media and Information Literacy
— the essential skills and competencies that allow individuals to engage with media
and other information providers effectively, as well as develop critical thinking and
life-long learning skills to socialize and become active citizens.
Information Literacy
— the ability to recognize when information is needed, and to locate evaluate, and
effectively communicate information in its various formats.
The Stages/ Elements of Information Literacy
Stage 1: Identifying/recognizing information needs.
Stage 2: Determining sources of information.
Stage 3: Citing or searching for information.
Stage 4: Analyzing and evaluating the quality of information.
Stage 5: Organizing, storing or archiving information.
Stage 6: Using information in an ethical, efficient and effective way.
Stage 7: Creating and communicating new knowledge.
Media and Information affect communication in the following aspects:
Changes in:
a. Transmission – communication travels faster
b. Processing of the message- no filter when we speak
C. Way of writing – use of abbreviations, writing is summarized due to limited space
d. Way of conversation – through mails, use of jejemon,
e. Way of interaction – changes how people interact or communicate
- increases the number of people you interact with
- reduces our social skills
THE TWO (2) BASIC TYPES OF COMMUNICATION
Verbal Vs. Non-verbal Communication
1. Verbal – it can be oral and written communication.
2. Non-verbal – are signs, symbols, colors, gestures, body language, facial expression.
Lesson 2: The Evolution of Traditional to New Media
1. Prehistoric Age (1500 BC 1500 AD)
- refers to the time before the existence of written or recorded history.
- occurred some 4.5 million years ago or approximately 30,000 years ago
- known as Stone Age and the Metal Age
The two kinds of rock art during the Stone Age are petroglyphs and pictographs.
(1) Petroglyphs – Can be carving or engravings in rocks or caves.
(2) Pictographs – Represent words or phrases through symbols. Used to refer to sketches or
paintings that usually depict nature, early people’s way of life.
- There is no concrete system of writing during the Prehistoric Age so people
communicated their way of life, beliefs, and other practices through music and dance.
(1) Orayi (Song) a cradle song or piece of music that is usually played for children.
(2) Cañao (Dance Offering)

EXAMPLES:
• Pre-Industrial Age (Before 1700s)
• Cave paintings (35,000 BC)
• Clay tablets in Mesopotamia (2400 BC)
• Papyrus in Egypt (2500 BC)
• Acta Diurna in Rome (130 BC)
• Dibao in China (2nd Century)
• Codex in the Mayan region (5th Century)
• Printing press using wood blocks (220 AD)
2. Industrial Age (1700s-1930s)
- began in the 18th century in Great Britain when the country made drastic reforms to
improve their economy.
- technology shifted from using hand tools to operating power-driven machines. Most
people associated factories and machines to industries.
- improved the people’s way of living new inventions such as steamboats and steam
locomotives, made transportation faster.
Example : Printing Press for Mass Production (19th Century)
- Communication during the Industrial Age also became viable because of the invention of
the telegraph.
- The telegraphy key used to send the famous message “What Hath God Wroght” over the
prototype telegraph line between Baltimore and Washington D.C. in 1844. A mechanical
typewriter used for writing characters was also invented around 1800.
EXAMPLES:
• Printing press for mass production (19 th century)
• Newspaper- The London Gazette (1640)
• Typewriter (1800)
• Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)
• Telegraph • Punch cards
3. Electronic Age (1930s 1980s)
- refers to an object that has electronic components, such as sensors, microchips, which
functions once it is connected to an electronic outlet.
- Industrial Age and Electronic Age are quite similar they thrived in the manufacturing
industries, the only difference was the equipment used.
- by early 1954, Transistor Radio was introduced by Texas instruments (TI)
- television began its popularity in the 1940s. It was a novel item that everyone wanted to
have.
EXAMPLES :
• Transistor Radio Television (1941)
• Large electronic computers-i.e. EDSAC (1949) and UNIVAC 1 (1951)
• Mainframe computers i.e. IBM 704 (1960)
Personal computers i.e. Hewlett Packard 9100A (1968), Apple 1 (1976)
• OHP, LCD projectors
3. Information (Digital) Age (1900s 2000s)
- upgraded what it can offer to consumers in terms of gadgets and devices that can make
their way of life not only functional and comfortable, but also offer endless possibilities
- Digital Age or Informational Age is a period in human history characterized by the
shift from traditional industry that the Industrial Revolution brought through
industrialization, to an economy based on information computerization.

The Traditional Media and New Media

Traditional Media
a. It is one-directional
b. The media experience is limited
c. The sense of receptors used are very specific (i.e., print media requires sense of sight,
radio requires sense of hearing, and television and film requires both)
New Media
a. The audiences are more involved
b. they are able to feedback simultaneously Integrates all the aspects of the traditional
media.
c. Media experience is more interactive

Four Main Categories of New Media (according to McQuail)

•Interpersonal communication media.
•Interactive play media.
•Information search media.
•Collective participatory media.

Normative Theories of the Press

1. Authoritarian Theory
- describes that all forms of communications are under the control of the governing elite or
authorities or influential bureaucrats. Authoritarians are necessary to control the media to
protect and prevent the people from the national threats through any form communication.
The press is an instrument to enhance the ruler’s power in the country rather than any
threats.
2. Soviet Media Theory
- The Soviet Union was restructured with new political system based on the Marxist-
Leninist principles. The newly formed communist party by Lenin shows much interest in
the media which serves to the working class in the country and their welfare. So the Soviet
originates a theory from Marxist, Leninist and Stalinist thoughts, with mixture of Georg
Wilhelm Friedrich Hegel ideology is called “Soviet Media Theory” is also known as “The
communist Media Theory”. The same theory was developed and followed by Adolf Hitler’s
Nazi in Germany and Benito Mussolini in Italy.
3. Marxist Theory
- The basis which our analysis perspectives, programme, and participation in the
movement are based. It is our "guide to action" and is why the international Marxist
Tendency places so much emphasis on political education.
4. Marxist Theory and Leninist Theory
- The crimes we shall expose are to be judge not by the standards of Communist
regimes, but by the unwritten code of the natural laws of humanity.
5. Libertarian Theory
- Sees people are more enough to find and judge good ideas from bad. The theory says
people are rational and their rational thoughts lead them to find out what are good and bad.
The press should not restrict anything even a negative content may give knowledge and can
make better decision while in worst situation. The libertarian thoughts are exactly
against or opposite to the authoritarian theory which means the authoritarian theory
says “all forms of communication works under the control of government or elite like
king”.
6. Social Responsibility Theory
- Allows free press without any censorship but at the same time the content of the press
should be discussed in public panel and media should accept any obligation from public
interference or professional self-regulations authoritarian theory and libertarian theory
because it gives total media freedom in one hand but the external controls in other hand.
7. Stalinist Theory
- The method of rule, or policies of Joseph Stalin, Soviet Communist Party and state leader
from 1929 until his death in 1954. Stalinism is associated with a regime of terror and
totalitarian rule.

Georg Wilhelm Friedrich Hegel – a German Philosopher who developed a dialectical

scheme that emphasized the progress of history and of ideas from thesis to antithesis and
thence to a synthesis.
Roles and Functions of Media in a Democratic Society
• During the Colonial Period, people had been restricted to express their ideas and fight for
their rights.
• Democratic comes from the Greek words “demo” - people and “kratos” - rule which
means rule of the people.
• In democratic society, the welfare of the public is important and their rights are protected
by the government.
• People in democratic society also use different media platforms as a means to express
their opinion on social issues.

According to McNair, communication and media function to:

a. Inform citizens of what is happening around them (also called the monitoring function);
b. Educate the audience as to the meaning and significance of the “facts”;
c. Provide a platform for public political discourse, facilitating the formation of “public
opinion” and feeding that opinion back to the public from whence it came, the provision of
space for the expression of dissent;
d. Give publicity to government and political institutions, (known as the “watchdog” role
of journalism);
e. Serve as a channel for the advocacy of political viewpoints.

The Evolution of Media in the Philippines

1500 – Pre-colonial
1800 – Print Industry and Filipino Freedom
1890 – Broadcast Industry
1897 – European Film Import
1922 – Filipinos accepted radio news and entertainment programs, and local businessmen
1980 – Electronic Age
1994 – Local Online Media
2011 – Social Media Capital of the World

Lesson 3: Types of Media

TYPES OF MEDIA:
- PRINT MEDIA
- BROADCAST MEDIA
- FILM/CINEMA
- VIDEO GAMES/ DIGITAL MEDIA
- INTERNET OR NEW MEDIA
PRINT MEDIA
— This type of media paper and ink is reproduced in a printing process that is
traditionally mechanical such as books, newspapers, magazines, journals,
newsletters, and brochures.
— Print media may include text, graphics, or a combination of both.
— PRINTING is the invention of the printing press by Johannes Gutenberg in (1440).
TYPES OF PRINT MEDIA
1. Books
- printed or written works that typically consist of multiple pages bound together,
containing information, stories, or other content.
2. Newspapers
- containing news, articles, advertisements, and other information, usually
printed on large sheets of paper, and distributed daily or weekly.
- typically contains features or human- interest articles
3. Magazines
- cover a variety of topics, including articles, images, and advertisements.
- they are typically glossy and come out on a regular schedule, such as
monthly or weekly.
4. Flyers
- single-sheet printed materials, often used for advertising or promoting events.
- they are designed to be handed out or posted in public spaces to grab attention
quickly.
5. Brochures – informational pamphlets or booklets containing details about a
product, service, or organization.
- They are usually designed for distribution to a targeted audience.
6. Billboards – large outdoor advertising structures typically placed in high-traffic
areas. They display visual messages and are designed to capture the attention of
passing pedestrians and drivers.
BROADCAST MEDIA
— a type of media that reaches target audiences using airwaves as the transmission
medium. Examples of broadcast media are radio and television.
— considered “household” media because they be found in practically any corner of a
home
FILM or CINEMA
— one of the oldest platforms of media
— this form of media originally recorded images onto the celluloid strips that give it its
name.
 — generally used for storytelling purposes, although shorter instructional videos are
also common.
VIDEO GAMES OR DIGITAL MEDIA
— a relatively young type, first coming into vogue in the 1970s, games are the form of
electronic media devices and are now playable on smartphones.
INTERNET OR NEW MEDIA
— internet is one of the newest sources of media
— majority of the people prefer the internet to watch news quickly.
— it is usually digital and internet-based.
— it is also interactive, with two-way communication.
NEW MEDIA
“Those digital media that are Interactive, Incorporate two-way communication, and Involve
some form of computing” (Logan, 2010, p. 4)
EXPLANATION:
The term ‘new media’ is used to describe all media that:
1. Involve two-way communication
2. Allow consumers to become producers, and
3. Involve the digitization of communication.
EXAMPLES:
1. Websites
2. Blogs
3. Social media platforms
4. Email
5. Video sharing platforms
6. Online newspapers

MEDIA CONVERGENCE
• Media convergence is the ability to transform different kinds of media into digital code,
which is then accessible by a range of devices.
• Converge means to meeting at a point, it is synonymous to the words: join, unite, interest,
merge, connect, coincide.
• Media convergence refers to the merging of different equipment and tools for
producing and distributing news through digitization and computer networking.
— it allows media texts to be produced and distributed on multiple media devices. This
is also known as technological convergence.
• Media convergence is the synergy of communication, computing, and content in the
digital world.
• A smartphone that has a camera, radio, web browser, video, etc. is an example of
converged media.

UNLOCKING OF DIFFICULT WORDS

1. Ethics – refers to a moral guide and standard for one’s actions.
2. Etiquette – a code of conduct.
3. Netiquette – refers to rules or conventions of correct behavior and politeness in online
situations.
4. Ethical – relating to beliefs about what is morally right and wrong.

BASIC RULES OF NETIQUETTE OR INTERNET

ETIQUETTE
1. Be respectful.
Treat others online as you would in person, using polite language and avoiding offensive
comments.
2. Think before you type.
Pause and consider the potential impact of your words before posting or commenting.
3. Respect privacy.
Avoid sharing personal information about yourself or others without consent.
4. Mind your tone.
Use a friendly and neutral tone to avoid misunderstandings and conflicts.
5. Be concise.
Keep your messages clear and to the point to facilitate better communication.
6. Use proper grammar and spelling.
Enhance readability and professionalism by checking your writing for errors.
7. Stay on topic.
Keep discussions focused on the relevant subject to maintain a productive conversation.
8. Understand online community guidelines.
Familiarize yourself with the rules and guidelines of specific online platforms to ensure you
contribute positively to the community.

Lesson 4: The Power of Visual Content

THE POWER OF VISUAL CONTENT
Visual Media
— refers to all possible media technologies to reach many audiences.
Dimensions
— usability, functionality and content.
Examples of Visual Media are videos, photography, infographics, comic strips, memes
screenshots, data visualization, and visual note taking.
Visual Information
— is the source of data or information represented visually.
— it also refers to the artistic or creative interpretation or representation of a concept,
idea, or emotion using the different types of media.
Purposes of Visual Information
1. Gain Attention
2. Create Meaning
3. Facilitate Retention

Photography is the process of recording an image.

Video is a recording of an image or of moving images.
Screenshots it’s a frozen picture of a particular moment in the video that you can save as
an image.
Infographics is a video that uses animation and graphics to illustrate information and/or
data.
Graphs a pictorial representation or a diagram that represents data or values in an
organized manner.
Charts is a graphical representation for data visualization, in which “the data is represented
by symbols, such as bars in a bar chart, lines in a line chart, or slices in a pie chart”.
Comic is a medium, employing panels to tell a story sequentially. A comic strip or comic
book can be illustrated with a cartoonish style.
Cartoon is a style, usually recognized as whimsical in nature with exaggerated elements.
Memes is an idea, behavior, style, or usage that spreads from person to person within a
culture.

Visual information is created by the following:

• photographer
• painter
• graphic artist
• sculptor

Graphic Artist or Designer

— This visual artist sets illustrations, charts, images, and tables on drafts.
— They also use electronic media for artworks and designs.
— Professional graphic artists can also create and layout brochures, pamphlets, and
other advertising materials.
Painter
— a person who produces a work of art using lines, shapes, and colors. Paint is used
as medium. Painters are considered as artists because their field of work is artistic
in nature.
Sculptor
— a sculptor creates a masterpiece using clay, wood, marble, or even ice.

Indigenous is synonymous to words such as native or local.

Indigenous Knowledge refers to distinctive facts, information, and skills that originate in a
community of people sharing the same beliefs, ideas, and cultures.
Example: Folk dances, Traditional medicine, and Kuwentong Bayan or Folklore
Indigenous Communication refers to the information exchange via local channels.
It is a way of culture preservation and adaptation.
The umalohokan are known as the town criers of an ancient barangay or a well-organized
independent village.
They announce laws ordered by the datu or chieftain to reach the community.
Today, news and stories typically reach the community through local meetings such as
kapihan, balitaktakan, and kuwentong barbero.

Kapihan refers to a place or a session where community members come together to

share stories over a cup of coffee.
Balitaktakan refers to a discussion or debate where members are free to voice out their
opinion about a certain topic. Members exchange ideas to come up with a feasible
solution to a community problem.
Kuwentong Barbero is a Filipino idiom that is often associated to hearsay. Origin may be
stemmed from local who goes to barbershops not only a good haircut but to listen to
barber’s stories.

Media and Information Sources

What is Indigenous Media?
1. Indigenous Media can be defined as forms of media expression conceptualized,
produced, and circulated by indigenous peoples around the globe as vehicles for
communication.
Forms of Indigenous Media
1. Folk or Traditional Media
2. Gatherings and Social Organizations
3. Direct Observation
4. Records (written, carved, oral)
 5. Oral Instruction

2. Library is a place in which literary, musical, artistic, or reference materials (such as

books, manuscripts, recordings, or films) are kept for use but not for sale.
Types of Library
a. Academic Library – serves colleges and universities.
b. Public Library- serves cities and towns, of all types.
c. School Library- Serves students from Kindergarten to Grade 12.
d. Special Library – specialized environments, such as hospitals, corporations,
museums, the military, private business, and the government.

3. Internet is a global computer network providing a variety of information and

communication facilities, consisting of interconnected networks using standardized
communication protocols.
Top 6 Best Search Engine websites in the World
1. www.google.com
2. www.bing.com
3. www.yahoo.com
4. www.baidu.com
5. www.aol.com
6. www.ask.com
Search engines make this information easier to find. All you have to do is type one or
more keywords, and the search engine will look for relevant websites.

Evaluating Information Found in the Internet

a. Authorship
b. Published body
c. Accuracy and Verifiability
d. Currency

Things to Consider in Evaluating Information

1. Reliability
— the information is said to be reliable if it can be verified and evaluated. Others refer to
the trustworthiness of the source in evaluating the reliability of information.
2. Accuracy
— refers to the closeness of the report to the actual data. Measurement of accuracy
varies, depending on the type of information being evaluated. Forecasts are similar
to the actual data and financial, values are correct.
 Skills in Determining the Reliability of Information:
a. Check the Author
b. Check the Date of publication or of update
c. Check the Citations
d. Check the Domain or owner of the site / page:
.com – commercial
.edu – education
.mil – military
.gov – government
.org – nonprofit organization
3. Value
— the information is said to be valued if it aids the user in making or improving
decisions.
4. Authority
— the authority of the source is the one authored or published a formation and the
credibility of the sources.
5. Timeliness
— The source reliability, accuracy and value of information may. Vary based on the
time it was produced or acquired. It may become irrelevant and inaccurate with the
passing of time (thus making it less valuable). Other information may be timeless,
proven to be the same in reliability, accuracy, and throughout history.