MEDIA AND INFORMATION LITERACY

Communication is derived from the Latin word “communis” which means common.
This involves the process of transmitting and delivering information to an intended audience for whatever
purpose it may be such as forming relationships, exchanging meanings, making transactions, influencing choices,
stimulating aesthetic appeal, and more importantly, for creating and producing ideas.

A source is like the point of reference from where or from whom the message is crafted. Sources in media
may take in various forms like a direct person delivering the message (e.g., the disc jockeys you hear in radio) or
indirect forms such as still images like photographs or texts on newspapers. The differences in the manner, style
and strategies on how the source or the sender shares information have an impact on communication.

Another element is message or the heart of the communication process that connects the source to the
audience. Without the message or the content, there is nothing to discuss or to learn.

A channel or medium is the tool used to deliver the message from the source to the receiver.
Each channel is developed and managed depending on the technical aspects and features of these information
communication technologies.
A receiver refers to the people who will decode the message. Ideally, the way the source understood the
message should be the same way the receiver will interpret the content.

Noise refers to the unwanted yet unavoidable element in communication flow.

If one element is missing or disrupted, communication breakdown will take place.

Communication Models
Shannon and Weaver Model : It’s a two-way process that reinforces that message needs to be deconstructed if there
is a greater noise or disturbance to lessen ambiguity
Charles Osgood’s model: Interactive in nature this explains the
circular process in which the roles of being a source and a receiver can
be interchanged and done simultaneously with the help of feedback
mechanism.
Schramm’s model: he emphasized on the shared experiences and understanding between the sender and receiver.
If there is less commonality, there is a possibility that both will experience difficulty in communication.

MEDIA AND INFORMATION LITERACY

Information literacy: refers to one’s ability to search, access, consolidate, utilize, and create relevant information
for varying purpose.
Media Literacy: focuses on how a person identifies the roles and functions of media institutions, how he
scrutinizes the content and even various information providers, and how he makes use of media in a responsible,
ethical manner.
Technology literacy: refers to skills on the effective usage of technology including hardware and software to
communicate, manipulate, store and access information.
Media and Information Literacy is a set of integrated skills, attitudes, competencies that empower citizens
to communicate and understand information for democratic discourse, and to evaluate, produce and use all of
these resources in an effective, competent and ethical way.
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EVOLUTION OF MEDIA
•PRE-INDUSTRIAL AGE
•INDUSTRIAL AGE
•ELECTRONIC AGE
•NEW / INFORMATION AGE
PRE-INDUSTRIAL AGE (BEFORE 1700)
People discovered fire, developed paper from plants, and forged weapons and tools with stone, bronze,
copper and iron
Example Forms of Media:
• 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 Mayan region (5th Century)
• Printing press using wood blocks (220 AD)

INDUSTRIAL AGE (1700S TO 1930S)

People used the power of steam, developed machine tools, established iron production, and the
manufacturing of various products (including books through the printing press)
Example Forms of Media:
• Printing press for mass production (1900)
• Newspaper- The London Gazette (1740)
• Typewriter (1800)
• Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)
• Telegraph
• Punch cards

ELECTRONIC AGE (1930S TO 1980S)

The invention of the transistor ushered in the electronic age. People harnessed the power of transistors
that led to the transistor radio, electronic circuits, and the early computers. In this age, long distance
communication became more efficient.
Example Forms of Media:
• Transistor Radio
• Television (1941)
• Large electronic computers
• Mainframe computers - i.e. IBM 704 (1960)
• OHP, LCD projectors

NEW/ INFORMATION AGE (1900S TO 2000S) • The Internet paved the way for faster communication
and the creation of the social network. People advanced the use of microelectronics with the invention of
personal computers, mobile devices, and wearable technology. Moreover, voice, image, sound and data
are digitalized. We are now living in the information age.
• Web browsers: Mosaic (1993), Internet Explorer (1995)
• Blogs: Blogspot (1999), Wordpress (2003)
• Social networks: Friendster (2002), Multiply (2003), FB (2004), Instagram
• Microblogs: Twitter (2006), Tumblr (2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual Reality
• Video chat: Skype (2003
• Search Engines: Google (1996), Yahoo (1995)
• Portable computers- laptops (1980), netbooks (2008), tablets (1993)
• Smart phones
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• Wearable technology
• Cloud and Big Data
MEDIA & INFORMATION SOURCES

•LIBRARIES
•INDIGENOUS MEDIA
•INTERNET

MEDIA AND INFORMATION SOURCES

LIBRARIES
WHAT IS A LIBRARY? -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 (Merriam Webster’s
11th Collegiate Dictionary)

4 Major Types of Libraries:

•ACADEMIC LIBRARY
•PUBLIC LIBRARY
•SCHOOL LIBRARY
•SPECIAL LIBRARY

ACADEMIC LIBRARY - serves colleges and universities

PUBLIC LIBRARY - serves cities and towns of all types
SCHOOL LIBRARY - serves students from Kindergarten to Grade 12
SPECIAL LIBRARY - are in specialized environments, such as hospitals, corporations, museums,
the military, private business, and the government.

INDIGENOUS MEDIA
What is Indigenous? - Native; local; originating or produced naturally in a particular region/locality

Indigenous Knowledge - knowledge that is unique to a specific culture or society; most often it is
not written down

Indigenous Communication - transmission of information through local channels or forms - it is a

means by which the culture is preserved, handed down and adapted

INDIGENOUS MEDIA - may 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

INTERNET
What is an Internet? - a global computer network providing a variety of information and communication
facilities, consisting of interconnected networks using standardized communication protocols.

EVALUATING INFORMATION FOUND ON THE INTERNET:

-Authorship
-Publishing body
-Accuracy and Verifiability
-Currency

Things to Consider in Evaluating Information:

-Reliability
MEDIA AND INFORMATION LITERACY

-Accuracy
-Value
-Authority
–Timeliness

Reliability of Information 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.

Accuracy of Information 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 - similar to the actual data. Financial - values are correct

Value of Information Information is said to be of value if it aids the user in making or improving decisions.

Authority of the Source - Who authored or published the information? - Is the source credible?

Timeliness 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)

Timeliness Other information may be timeless, proven to be the same in reliability, accuracy, and value
throughout history.

Skills in determining the Reliability of Information:

a. Check the Author
b. Check the Date of Publication or of update
c. Check for Citations
d. Check the Domain or owner of the site/page. .com - .edu - .mil - .gov - .org - commercial
educational military government nonprofit organization

Skills in Determining Accurate Information:

a.Look for facts.
b.Cross-reference with other source for consistency.
c.Determine the reason for writing and publishing the information.

MEDIA AND INFORMATION LANGUAGES

Media Languages - are codes, conventions, formats, symbols and narrative structures that indicate the
meaning of media messages to an audience
Codes - are systems of signs that when put together create meaning * Semiotics - study of signs

Types of Codes:

SYMBOLIC CODES - show what is beneath the surface of what we see (objects, setting, body language,
clothing, color, etc. ) or iconic symbols that are easily understood

WRITTEN CODES - use of language style and textual layout (headlines, captions, speech bubbles,
language style, etc. )

TECHNICAL CODES - Are ways in which equipment is used to tell the story - This includes sound,
camera angles, types of shots and lighting as well as camera techniques, framing, depth of field, lighting,
exposure and juxtaposition.

Camera Shots:
EXTREME LONG SHOT - Also called extreme wide shots such as a large crowd scene or a view
of scenery as far as the horizon
LONG SHOT - a view of a situation or setting from a distance
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MEDIUM LONG SHOT - shows a group of people in interaction with each other, example: fight
scene with part of their surroundings in the picture
FULL SHOT - a view of a figure’s entire body in order to show action and/or a constellation group
of characters
MEDIUM CLOSE SHOT shows a subject down to his/her chest/waist
CLOSE UP SHOT - a full-screen shot of a subject’s face showing the finest nuances of
expression
EXTREME CLOSE UP SHOT - a shot of a hand, eye, mouth, or any object in detail

CONVENTIONS - Refers to a standard or norm that acts as a rule governing behaviour - Are generally
established and accepted ways of doing something

MESSAGE - the information sent to a receiver from a source

AUDIENCE - the group of consumers for whom the media message was constructed as well as anyone
else who is exposed to the message
PRODUCERS - People engaged in the process of creating and putting together media content to make a
finished media product
STAKEHOLDERS - Libraries, archives, museums, internet and other relevant information providers.

LEGAL, ETHICAL, & SOCIETAL ISSUES IN MEDIA & INFORMATION

Republic Act No. 10175 - Or the Cybercrime Prevention Act of 2012 - is a law in the Philippines approved
on September 12, 2012 which aims to address legal issues concerning online interactions and the
Internet

Republic Act No. 10175 Among the cybercrime offenses included in the bill are:
Cybersquatting
Cybersex
Child pornography
Identity theft
Illegal access to data
Libel

CYBER means • relating to, or involving computers or computer networks (such as the Internet)
Cyberspace - refers to the virtual computer world, and more specifically, is an electronic medium used to
form a global computer network to facilitate online communication
Cybercrime - refers to the criminal activities carried out by means of computers or the Internet
Cyber bullying - the use of electronic communication to bully a person, typically by sending messages of
an intimidating or threatening nature
Hacking - refers to the practice of modifying or altering computer software and hardware to accomplish a
goal that is considered to be outside of the creator's original objective.
Phishing - is the attempt to obtain sensitive information such as usernames, passwords, and credit card
details (and, indirectly, money), often for malicious reasons, by disguising as a trustworthy entity in an
electronic communication.
Illegal Downloading - refers to obtaining files that you do not have the right to use from the Internet.
Digital Piracy - the practice of illegally copying and selling digital music, video, computer software, etc.
Identity Theft - is the deliberate use of someone else's identity, usually as a method to gain a financial
advantage or obtain credit and other benefits in the other person's name, and perhaps to the other
person's disadvantage or loss
Cyber Defamation - is an unprivileged false statement of fact which tends to harm the reputation of a
person or company
CYBERSEX • also called computer sex, Internet sex, netsex • is a virtual sex encounter in which two or
more people (connected remotely via internet) send each other sexually explicit contents or sexually
explicit acts
Child Pornography - is a form of child sexual exploitation
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CYBERSQUATTING • is registering, trafficking in, or using an Internet domain name with bad faith intent
to profit from the goodwill of a trademark belonging to someone else.

COPYRIGHT • a legal device that gives the creator of a literary, artistic, musical, or other creative work
the sole right to publish and sell that work.
LAGIARISM • an act or instance of using or closely imitating the language and thoughts of another author
without authorization; the representation of that author's work as one's own, as by not crediting the
original author
FAIR USE is a legal concept that allows the reproduction of copyrighted material for certain purposes
without obtaining permission and without paying a fee. Purposes permitting the application of fair use
generally include review, news reporting, teaching, or scholarly research.
Computer Addiction - the excessive use of computers to the extent that it interferes with daily life. This
excessive use may for example interfere with work or sleep, result in problems with social interaction, or
affect mood, relationships and thought processes.
Digital Divide - an economic inequality between groups in terms of access to, use of, or knowledge of
ICT. The divide within countries can refer to inequalities between individuals, households, businesses,
and geographic areas at different socioeconomic (and other demographic) levels
Virtual Self - The persona you create about yourself virtually
Netiquette • the correct or acceptable way of communicating on the Internet.