Module 1: Introduction to Media and Information Literacy

What is communication?
Communication is a process by which information is exchanged between individuals through a common system, signs,
or behavior (Merriam Webster dictionary). It the process by which messages or information is sent from one place or
person to another, or the message itself. (Cambridge.org Dictionary)
The Two (2) Basic Types of Communication
1. Verbal – it can be oral and written communication.

2. Non-verbal – are signs, symbols, colors, gestures,

body language, facial
expression
Seven (7) Major Elements of Communication Process
:
Element Descriptions
1. Source - The source is the person (or thing) attempting to share information
- The only qualifications necessary for a source:
o an origin of information or an ability to transmit this information, through a
channel, to a receiver.
2. Message - It is simply the information you want to communicate - Producing meaning
has several criteria:
o First, the object or the speaker has n inherent meaning, maybe through being
a local celebrity.
o Second criterion would be his or her image, acting as a symbol or representation
of the meaning of the object
(a well-dressed, professional, and successful person) o Third criterion is
interpretation or derived meaning. If the object and image are successful, then
audience will leave with an understanding of how to proceed toward a life of
personal fulfillment.
3. Encoding - It is the process of assembling the message into a representative design with
the objective of ensuring that the receiver can comprehend it.
- Communication is only established when it results in both the source and the
receiver understanding the same information
4. Channel - An encoded message is conveyed by the source through a channel.
- There are numerous channel categories, verbal, non-verbal, or non-personal, etc.

- A channel could be the paper on which words are written, or the Internet acting in
the client-server model that is allowing you to read these words right now.
- A good communicator is one who understands which channels to use under
different circumstances.
Unfortunately, there is no perfect channel. All channels have strengths and
weaknesses (smartphones are great, for example, but a marriage proposal is best
done in person)
5. Decoding - This is where listening, and reading directions carefully, makes its claim to fame.
- As we discussed in Encoding, communication is only successful when it results in
both the source and the receiver understanding the same information
- For this to happen, there can be no errors inn processing.

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 - The most common among there would be, for example, a first grader sitting in on
a lecture on different equations, i.e. decoding is impossible if the decoder cannot
even understand the message.
6. Receiver - Ultimately, the message is delivered to the receiver.
- A good communicator takes the receivers preconceptions, and frames of
reference into consideration; how they will react, where common ground is shared,
their sense of humor, their moral conduct, etc.
- All of these things will affect how the receivers decode messages.

7. Feedback - A better word might be ‘reaction” or “responses”.

- The source judges its success based on the feedback it receives, so pay close
attention.
- If Google’s servers crashed tomorrow, there would be a lot of confused sources.

- The same would be true if you delivered a flawless marriage proposal, only receive
a look of bewilderment and horror.
- Feedback is moment of reckoning. Whether things go right or wrong it serves as
one of the most important learning opportunities we have.

Comparison Between Feedback and Response

As nouns, the difference between response and feedback is that response is (senseid) an answer or reply, or
something in the nature of an answer or reply while feedback is critical assessment on information produced.
Below are some examples of feedback, and replies.
Example #1.
Kim: Hey, did you listen to my new podcast? What do you think of it?
Erin: I listed to it this morning. It was great! (The second sentence is feedback about
Kim’s podcast.)
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Teacher: Do you have some suggestions for how the lesson could be better?
Student: Yes. It would be helpful if you provided some worksheets for us to practice with. (this is feedback to
help the teacher improve the lesson.)

The Origin of the Word “Media”

The original means of mass communication were print – magazines, journals, and newspapers – and their collective
was already in place: publications. Soon after, radio and television were added to the mix. However, the term
“publications” would not stretch to fit. Needing a term that would encompass all these means of communication, writers
borrowed the term ‘media” from advertising people and used it since then to accommodate there means of
communication and even the newer ones, such as the internet. (Turow 2009)

Categories of Media

Category Example
Modality Text
Format Digital or analog
Way of transmitting Electromagnetic or radio waves, light waves
Mass media form TV, radio, print, internet, telephone, or mobile

The media modality refers to the nature of message, whether it is relayed using text, audio, video, graphics, animation,
or a combination of any of this. The media format is the way the data is arranged. The message may be transmitted

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through radio waves (for audio) and light for other modalities. The mass media form refers to the particular media
technology to which the message is transmitted.
Media Literacy

Media Literacy is the ability to access, analyze, response to a range of media. It also evaluates 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 literacy uses forms of communication and produces ways of communication. It is about media content. It builds
an understanding of the role of media in society as well as essential skills of inquiry and self-expression needed for
democratic citizens.

Example of “range of media” are print, moving images, other hybrid forms such as multimedia text.

Access – denotes the knowledge of where to find these forms of media. It might mean having access to cable, knowing
how to play the DVD player, knowing how to adjust setting and knowledge where to access the media texts that are
crucial to your life and to your community.

Analysis – includes thinking reflectively and critically on what has been read, seen or experienced, and its implications
to oneself and to one’s community.

Response – includes the ability to experience and explore the pleasures of the media text, and how these are realized
through the language of the media.

If you have access to the internet, follow this YouTube video link about” What is media literacy?

Information Literacy

Information Literacy is the ability to recognize when information is needed, and to locate, evaluate, and effectively
communicate information in its various formats.

The information literacy is about using, managing, gathering, and verifying information. It is about library science.
Students learn how to evaluate the quality, credibility, validity of websites, and give proper credit from effective search
strategies to evaluation techniques.

Technology (Digital) Literacy

Technology Literacy is the ability of an individual, either working independently or with others, to use technological
tools responsibly, appropriately, and effectively. Using these tools an individual can access, manage, integrate,
evaluate, create, and communicate information.

Technology literacy is applying newfound knowledge from digital environments, participating in digital media,
organizing, and evaluating information. Also, it is the ability to effectively use technology to access, evaluate, integrate,
create, and communicate information to enhance the learning process through problem solving and critical thinking.
Source: MIL Curriculum Guide for Teachers by UNESCO, 2011

Media and Information Literacy

Our brains depend on information to work optimally. The quality of information we engage with largely determines our
perceptions, beliefs and attitudes. It could be information from other persons, the media, libraries, archives, museums,
publishers, or other information providers including those on the internet.

Media and information literacy (MIL) provides answers to the questions that we all ask ourselves at some point. How
can we access, search, critically assess, use and contribute content wisely, both online and offline? What are the

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ethical issues surrounding the access and use of information? How can we engage with media and ICTs to promote
equality, intercultural and interreligious dialogue, peace, freedom of expression and access to information?

Media and information Literacy recognizes the primary role of information and media in our everyday lives. It lies at the
core of freedom of expression and information – since it empowers citizens to understand the functions of media and
other information providers, to critically evaluate their content, and to make informed decisions as user and producer
of information and media content.

Media literacy, information literacy, and technology literacy are all similar in terms of goals. They all share the common
goal of cultivating people’s ability to access, understand, use, evaluate, and create media messages, information, or
content using information technology. They are all similar to the mastery and understanding of a thing.

Being Media and Information Literate Individual

There are two factors that can influence you to become a media and information literate individual. One is clarifying
your goals and motivations for seeking information. The greater your need, the more effort you exert to become
selective of the information at your disposal. Second is acquiring more skills in discerning, appreciating, and filtering
information. This involves being more media savvy and better acquainted with information sources. For more
information about media and information literate individual, visit this link:
http://uk.sagepub.com/sites/default/files/upm-binaries/34589_2.pdf

When you are literate, you are expected to be intellectually critical in interpreting the things that you see and experience
around you. You are able to decode and have a deeper understanding of how things are and how they work, being
literate means empowering you to be able to affect change to yourself and to others

Critical Thinking Skills

The critical thinking is the ability to evaluate the kind of information you access and share which is very vital skill as
producers and consumers of information. Being critical means being capable of judging the merit of something based
on certain standards or parameters.

Eight (8) Fundamental Elements of Media Literacy

(by Art Silverblatt, the media scholar)
A critical thinking skill enabling audience members to develop independent judgments about media content.
1. An understanding of the process of mass communication.
2. An awareness of the impact of media on the individual and society.
3. Strategies for analyzing and discussing media messages.
4. Understanding of media content as a text that provides insight into our culture and our lives.
5. The ability to enjoy, understand, and appreciate messages.
6. Development of effective and responsible production skills.
7. An understanding of the ethical and moral obligations of media practitioners.

The media literate person is in control of his or her media experiences because he or she understands the basic
conventions of various media and enjoys their uses in the deliberately conscious manner.

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