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TABLE OF CONTENTS

MODULE 1
CHAPTER PAGE
1 INTRODUCTION TO MEDIA AND INFORMATION LITERACY 5
CHAPTER
2 EVOLUTION OF MEDIA TRADITIONAL VS. NEW MEDIA 10
CHAPTER
3 TYPES OF MEDIA, MASS MEDIA AND MEDIA EFFECTS 18
CHAPTER
4 MEDIA GENRE, CODES, CONVENTIONS & CAMERA TECHNIQUES 27
CHAPTER
5 INTELLECTUAL PROPERTY, FAIR USE & CREATIVE COMMONS 37

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 MODULE 2

CHAPTER PAGE
1 PEOPLE MEDIA, PEOPLE AS MEDIA & PEOPLE IN MEDIA 44
CHAPTER
2 TEXT INFORMATION AND MEDIA DESIGN ELEMENTS 51

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MODULE 1

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CHAPTER
1 INTRODUCTION TO MEDIA AND
INFORMATION LITERACY

What is Communication?
Communication is the method of sending and
receiving messages through verbal or nonverbal means,
including speech or oral communication; writing and
visual representations (such as infographics, graphs,
and charts); and signs, signals, and behavior. More
simply, communication is said to be "the creation and
exchange of meaning." ( Nordquist, 2019)
All creatures on earth have developed means in which to
convey their emotions and thoughts to one another.
However, it's the ability of humans to use words and language to transfer specific meanings that sets
them apart from other creatures.

TWO BASIC TYPES OF COMMUNICATION

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 What is Verbal Communication?
Verbal communication refers to the use of words and sounds to relay a message. This acts as a
means to communicate expectations, ideas and concepts, and is vital to the learning and teaching
processes. Verbal communication acts as the primary tool for expression between two or more people,
in combination with nonverbal forms of communication. (Hanes, 2018)

What is Non- Verbal Communication?

According to iEduNote, non-verbal communication happens without any phrase being used
verbally or in writing. Instead of oral or written language, it relies on various non-verbal indicators
such as physical movements, tasks, colors, signs, symbols, charts of signals, etc. to express feelings,
attitudes, or facts.

TYPES OF NON-VERBAL COMMUNICATION

▪ Eye contact. ▪ Humor.
▪ Facial expressions. ▪ Touch.
▪ Gestures. ▪ Silence.
▪ Posture and body orientation. ▪ Personal Appearance.
▪ Body Language. ▪ Symbol.
▪ Space and Distance.
▪ Visual Communication

PROCESS OR MODELS OF COMMUNICATION

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SHANNON-WEAVER’S MODEL OF COMMUNICATION (1948)

LASSWELL’S MODEL OF COMMUNICATION (1948)

OSGOOD-SCHRAMM’S MODEL OF COMMUNICATION (1954)

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 BERLO’S SMCR MODEL OF COMMUNICATION (1960)

MEDIA, INFORMATION AND TECHNOLOGY LITERACY

It is the ability to read, analyze, evaluate

Media Literacy and produce communication in variety of
media forms.

It is the ability to recognize when information is

Information Literacy needed and to locate, evaluate and effectively use
and communicate information in various formats.

The ability to use digital technology,

Technology Literacy communication tools or networks to locate,
evaluate, use and create information.

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EXERCISE QUESTIONS:

1. Define what is communication.

2. What is the difference between verbal and non-verbal
communication?
3. Enumerate the different types of non-verbal communication?
4. Differentiate media literacy, information literacy and
technology literacy.
5. What are the different models or process of communication?
Explain its cycle.

LEARNING ASSESSMENT:

Direction: Using the Venn Diagram below, present the similarities

and differences of media, information and technology literacy.
You can use either bullet, paragraph, or sentence form.

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CHAPTER
1 EVOLUTION OF MEDIA
TRADITIONAL VS. NEW MEDIA

MEDIA DURING PRE-HISTORIC AGE (1500 BC- 1500 AD)

Prehistory is the era of human activity between the use of the first stone tools 3.3 million years
ago, and the development of writing systems, the earliest of which emerged 5300 years ago. History is
the analysis of the past by written records; it is the record itself, therefore. Anything preceding the first
recorded historical accounts is prehistoric (meaning "before history"), including earlier technologies.
Around 2,5 million years before writing was developed, technology began with the earliest hominids
who used stone tools that they might have used to start fires, hunt, cut food, and bury their dead.

CAVE PAINTINGS HEIROGLYPHS

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 MEDIA DURING INDUSTRIAL AGE (1700s – 1900s)
The Industrial Age is a period of history that encompasses the changes in economic
and social organization that began around 1760 in Great Britain and later in other
countries, characterized chiefly by the replacement of hand tools with power-driven
machines such as the power loom and the steam engine, and by the concentration of
industry in large establishments. Industrial Revolution, in modern history, the process of
change from an agrarian and handicraft economy to one dominated by industry and
machine manufacturing.

TYPEWRITER (1867) TELEGRAPH (1830)

MEDIA DURING 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.

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 The world's first electronic
television was created by a 21 year
old inventor named Philo Taylor
Farnsworth. That inventor lived in
a house without electricity until he
was age 14.

MEDIA DURING INFORMATION AGE (1900s-2000s)

The Information Age began around the 1970s and is still going on today. It is
also known as the Computer Age, Digital Age, or New Media Age. This era brought about a
time period in which people could access information and knowledge easily.
The Information Age brought about many new inventions
and innovations. Many communication services like
texting, email, and social media developed and the world
has not been the same since. People learn new languages
easier and many books have been translated into
different languages, so people around the world can
become more educated. However, the Information Age is
not all good. There are people in the world that believe
they can live their entire life through the Internet. Also,
huge criminal organizations rely on hacking into
government systems and obtaining confidential
information to continue their way of life. Jobs have also become easier, and some jobs can
even be done from the comfort of your own home.

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SOCIAL MEDIA SITES AND APPS LAPTOP

TRADITIONAL MEDIA VS. NEW MEDIA

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 NORMATIVE THEORIES OF THE PRESS

AUTHORITARIAN THEORY
Authoritarian theory of press is the control of media with government, elites or
authorities. Media is not allowed to criticize the powerful people or the government. There is
censorship by government on criticisms and other things negatively portrayed about them.
Authoritarians are necessary to control the media to protect and prevent the people from the
national threats through any form communication (information or news). The press is an
instrument to enhance the ruler’s power in the country rather than any threats. The authorities
have all rights to permit any media and control it by providing license to the media and make
certain censorship.

LIBERTARIAN THEORY
Libertarian theory came in opposition to authoritarian theory. Press was given
more freedom and people involved were taken to be conscience and intellectual. They were
believed to possess the capability to find out truth from false. Public engagement was also
started. People were given a lot of press freedom and there was little to no government control
over press.

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 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 whilst worst situation.

SOCIAL RESPONSIBILITY THEORY

In social responsibility
theory, press is given freedom to
publish anything but has to be
responsible in its actions. The main
role of press is to help preserve and
growth of democracy. Guidelines and
regulations make the press behave in
a responsible manner. Government
can censor if it deems some
information to be inappropriate for
democracy and social order.

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SOVIET UNION THEORY
The government undertake or controls the total media and communication to
serve working classes and their interest. Theory says the state have absolute power to control
any media for the benefits of people. They put end to the private ownership of the press and
other media. The government media provide positive thoughts to create a strong socialized
society as well as providing information, education, entertainment, motivation and mobilization.

EXERCISE QUESTIONS:

1. Enumerate the four evolution stages of media.

2. Differentiate Pre-Historic, Industrial, Electronic and
Information Age.
3. Cite examples of media during Pre-Historic Age.
4. Cite examples of media during Industrial Age.
5. Enumerate and differentiate the four normative theories of the
press.

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LEARNING ASSESSMENT:

Direction: Using the flowchart, create a timeline or sequence

showing the evolution of media from pre-historic to information
age.

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CHAPTER
2 TYPES OF MEDIA, MASS MEDIA AND
MEDIA EFFECTS

WHAT IS PRINT MEDIA?

Simply stated, print media is the printed version of telling the news, primarily
through newspapers and magazines. Before the invention and widespread use of printing
presses, printed materials had to be written by hand. It was a painstaking process that made
mass distribution impossible.
Print media was one of the first sources for journalists to spread the news to the public. It began
with announcement bulletins that were carved in stone, wood, or metal and then placed
publicly in Ancient Rome and Egypt. Eventually in China, the government began circulating
news bulletins. was practiced not only in China.

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NEWSPAPERS
Newspapers are the most popular form of print media. They are generally
delivered at home, or are available at newsstands, and it is the most inexpensive way to reach a
huge mass of people quickly.
Different types of newspapers cater to various audiences, and one can select the particular
category accordingly.

MAGAZINES
Magazines provide detailed articles on various topics, like food, fashion, sports, finance,
lifestyle, and so on. Magazines are published weekly, monthly, quarterly, or annually, and many
of them are sold all over the world.

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WHAT IS BROADCAST MEDIA?
Broadcast media describes the traditional forms of media that include
television and radio. Technically, the term ‘broadcast media’ can include the internet as well
and even such things as Bluetooth marketing and other forms of location-based transmissions.

WHAT IS FILM MEDIA OR CINEMA?

Cinema, or motion picture, is the art of moving images; a visual medium that
tells stories and exposes reality. Created in the dusk of the 19th century, cinema is the world’s
most recent art form. It is also, by far, the world’s most complex, collaborative, and costly
artistic expression.

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WHAT IS A VIDEO GAME?
Video games are electronic, interactive games known for their vibrant colors,
sound effects, and complex graphics.
First mass-marketed in the 1970s, video games are played by installing cartridges into a game
box connected by wire to a television set. The child then manipulates a joystick or controller to
control the actions of a character or series of characters as the characters face obstacles
displayed on the screen. Video games, designed chiefly to appeal to children and adolescents,
can also be played in arcades, on computers, and on small, hand-held screens.

WHAT IS NEW MEDIA?

New media is used to describe content
made available using different forms of
electronic communication made
possible through the use of computer
technology. Generally, the phrase new
media describes content available on-
demand through the Internet.

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 WHAT IS MASS MEDIA?

Mass media means technology that is intended to reach a mass

audience. It is the primary means of communication used to reach the vast
majority of the general public. The most common platforms for mass media are
newspapers, magazines, radio, television, and the Internet. The general public
typically relies on the mass media to provide information regarding political
issues, social issues, entertainment, and news in pop culture.

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 MEDIA EFFECTS

THIRD PERSON EFFECT

Third-person perception,” or TPP)
relates to people’s tendency to perceive
that mass-media messages have only
minimal influence on them but greater
influence on other people—the “third
persons.” Much research has been
dedicated to documenting such
perceptions in various contexts and to
exploring the psychological mechanisms
behind them. Later research also focused on documenting the consequences of the third-
person perception. This branch of research was dubbed the “behavioral component of the
third-person effect” or “the influence of presumed media influence.” Findings confirmed
that perceiving that media influences other people matters for the audience as well as for
social life. The research tradition that has emerged based on this insight is considered
one of the most fruitful and influential contemporary traditions studying media
processes.

RECIPROCAL EFFECT
Reciprocal effect. This refers to
the effects of past and anticipated
media coverage on the subject of a
news story. These effects can include
emotional, social, or financial.

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BOOMERANG EFFECT
A boomerang effect has a direct,
'boomerang' effect based on a particular
media's message. A reciprocal effect
refers to the effects of past and
anticipated media coverage on the subject
of a news story. Multiple theories have
been posed about how and why effects
such as these occur.

CULTIVATION THEORY
Cultivation theory proposes that repeated
exposure to media over time influences
perceptions of social reality. Originated by
George Gerbner in the 1960s, this theory is
most frequently applied to television viewing
and suggests that frequent television viewers’
perceptions of the real world become
reflective of the most common messages
advanced by fictional television.

AGENDA SETTING THEORY

Agenda setting is the ability of media to determine salience of issues with news,
through a cognitive process called “accessibility”, which is the process of retrieving an issue in
the memory. Setting an agenda is also influenced by a person’s perception to certain beliefs.
For example, a person who is highly sensitive to political issues would regard political news as
important.

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 People have a choice to believe in media or not but people’s thinking of
obstructiveness and un-obstructiveness of an issue affects it a lot. If the issue affects a large
number of people, like increase in price of gas, it will get more coverage as well as a place in the
human memory.

WHAT IS MTRCB?
The MTRCB is a quasi-judicial government agency under the Office of the
President, which is responsible for the review and classification of television programs, movies
and publicity materials.

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EXERCISE QUESTIONS:

1. What are the different types of media?

2. Cite examples of print media.
3. Differentiate each type of media.
4. What is mass media?
5. Enumerate the different media effects.
6. What is the function of MTRCB?

LEARNING ASSESSMENT:

Direction: Using the pictures below, identify which type of media

is represented. Write the answer below the picture.

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CHAPTER
3 MEDIA GENRE, CODES, CONVENTIONS
& CAMERA TECHNIQUES

WHAT IS A MEDIA GENRE?

Media products can be classified into categories or genre. The word 'genre' comes from
the French word meaning 'type' or 'class'. Media genres appear within a medium (film,
television) such as the "horror" film or the television "situation comedy".
A genre can be recognised by its common set of distinguishing features (see discussion on codes
and conventions). These features associated with a genre's style and content may be, for
example, a particular setting, character types, technical codes (lighting or music). You may also
find that some media texts blur genre boundaries.
Audiences recognise these features and therefore expect certain things. For example, at the
end of a romantic comedy film the two lead characters will realise they are in love. Audiences
may even select a text on the basis of its genre.

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MEDIA CODES
When we look at any form of media, we read it trying to determine what it says, or what
it means. All media texts communicate symbolically through the use of specific codes and
conventions. Codes are systems of signs, which create meaning. Codes can be divided into two
categories – technical, symbolic and written.

TECHNICAL CODES

Technical codes are all the ways in which equipment is used to tell the story in a media text, for
example the camera work in a film, or lighting, or sound.

SYMBOLIC CODES

Symbolic Codes show what is beneath the surface of what we see. For example, a character's
actions show you how the character is feeling. Color can be used to represent ideas, such as red
being used to represent passion or aggression.

WRITTEN CODES

Written codes are the formal written language used in a media product. Just like technical and
symbolic codes, written codes can be used to advance a narrative, communicate information
about a character or issues and themes in the media product. Written codes include printed
language which is text you can see within the frame and how it is presented, and also spoken
language, which includes dialogue and song lyrics.

MEDIA CONVENTIONS
Rules or generally accepted ways of constructing form and informing meaning in media
products including story principles, form and structure, generic structures, character and story
arcs, cause and effect, point of view, the structuring of time, elements of page layout, paper
stock for print, titles and credits sequences, hyperlinking and mounting and framing of images.

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 CAMERA TECHNIQUES
WHAT ARE THE DIFFERENT CAMERA SHOTS?
Close Up Shot
A close-up shot is a shot taken of a person or object at a close range, in order to capture
the minute details of the subject. This shot is tightly framed and takes up most of the screen, as
it is usually used to frame a character’s face in order for the audience to see what type of
emotion is being conveyed. In addition to serving as a tool used to evoke a character’s emotional
state of mind, the close up shot is also used to reveal details or information about objects or the
setting the film is set in. For example, close-up shots are often used to indicate to the audience
that they should pay attention to a certain motif or symbol that is being carried throughout the
film.

Medium Shot
A medium shot, or waist shot, indicates that it was captured at a medium distance
from the subject. It is often used for back and forth dialogue within a scene as it allows the
viewer to have a solid view of each character within a film. This shot is known as the ‘sweet
spot’ shot, as it allows for both the details of your subject to be seen in addition to the
surrounding setting the scene is taking place in. As a result, using a medium shot can help the

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viewer depict the body language of the characters in the film and how they are interacting with
the environment around them.

Long Shot
The long shot, also known as the wide
shot, is often times used as an establishing shot
in a film, as it normally sets the scene and the
character’s place within it. This type of camera
shot, shows the full length of the subject while
also including a large amount of the surrounding
area of the film setting. Some of the most
recognizable and iconic scenes in movies, are
those that were shot as a long shot.

Extreme Close Up Shot

An extreme close-up shot, is when the surface area of the frame is filled by a subject’s
face. In other words, the subject is tightly framed, or shown in a relatively large scale, causing
their face to be cropped within the frame. This type of shot is often referred to a choker as well,
which is when a shot is framed just above the eyes and right below the mouth. Extreme close-

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ups are a powerful way to convey the emotion that your subject is feeling, without the need of
the character saying much.

Extreme Long Shot

The extreme long shot, or extreme wide shot, is when the view is so far from the subject
that he/ she isn’t necessarily the focus anymore, but rather the surrounding area is. Also used
as an establishing shot within a film, the extreme long shot, is designed to show the audience
where the action is taking place. Furthermore, an extreme long shot can also be used to
demonstrate the scale of what is going on in a scene. This type of shot is often used in war-type
films, as they allow for a lot of the setting to be seen at once.

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 WHAT ARE THE DIFFERENT CAMERA ANGLES?

Low-Angle View
Low Angle shots are shot from below the eye line
looking up. This is done for several purposes. The low
angle makes the shot more dramatic. Shooting the
main character from the ground with only the sky in
the background can create a sense of hope to the
audience. Low angle shots can also be used to give
the audience a sense that they are sharing the
character's perspective, especially when they are
looking up at something.

Eye- Level Angle

An eye level shot refers to when the level of your camera is placed at the same height as the
eyes of the characters in your frame. An eye level camera angle does not require the viewer to
see the eyes of the actor, nor does the actor need to look directly into the camera for a shot to be
considered eye level. Eye level shots simulate standard human vision and thus present visual
information through a familiar viewpoint.

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High Angle View
A high-angle shot is a technique where the camera looks down on the character or
subject from an elevated perspective.

Worm’s Eye View

Worm's-eye view is a shot that is looking
up from the ground, and is meant to give the
viewer the feeling that they are looking up at
the character from way below and it is meant
to show the view that a child or a pet would
have.

Dutch Angle
The Dutch angle definition is “a canted
angle that gives the audience a viewpoint that
comes at a tilt. The desired effect of a Dutch
angle, or Dutch tilt, is as if the viewer tilts their
head to one side of the other.

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Bird’s Eye View
A bird’s eye angle is when a filmmaker places their camera above the actors. It's somewhere
around a 90-degree angle above the scene taking place. It can also be referred to as a bird view,
overhead view, or elevated shot.

WHAT ARE THE DIFFERENT CAMERA MOVEMENT?

Panning
Panning is when the camera is moved horizontally from one side to another on a central
axis. This is a rotating movement in which the camera’s position remains in place, but the
direction that it faces changes. It can be used to follow a moving character or to fit more into a
frame, for example, panning across a landscape to create a sense of place.

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Tilting
Tilting is similar to panning in that the camera is
kept in a stationary position, but unlike panning
(which looks from side to side) tilting focuses on
upwards & downwards movements. Using a
tilting motion helps to fit more into a single
frame. A slow upwards tilt can be very effective
in making a subject appear bigger or more
significant while a downwards tilt has the
opposite effect.

Trucking
Trucking involves moving the entire camera
along a fixed point, but the motion goes from
side to side, rather than in and out. It’s often
used to follow characters in action. Mounting
the camera on a fluid motion track will help
to stamp out any jerking camera movements.

Dollying
A dolly shot is when the entire camera is mounted on a
track and is moved towards or away from a subject.
Unlike a zoom shot, the world around the subject moves
with the camera. A dolly gives the illusion that the
viewer is walking towards the subject and can be a great
way of creating a sense of intimacy between them.

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EXERCISE QUESTIONS:

1. Differentiate genre, codes and conventions.

2. What are the three types of codes?
3. Define each technical, symbolic and written codes.
4. Cite examples of camera shots.
5. Cite examples of camera angles.
6. Differentiate panning, tilting, trucking and dollying camera
movement.
LEARNING ASSESSMENT:

Analyze the pictures below. Write CS if it is a camera shot, CA if it is a

camera angle and CM of it is a camera movement.

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CHAPTER
4 INTELLECTUAL PROPERTY, FAIR USE
& CREATIVE COMMONS

WHAT IS INTELLECTUAL PROPERTY?

Intellectual property is generally characterized as non-physical property that
is the product of original thought. Typically, rights do not surround the abstract non-
physical entity; rather, intellectual property rights surround the control of physical
manifestations or expressions of ideas. Intellectual property law protects a content-
creator’s interest in her ideas by assigning and enforcing legal rights to produce and
control physical instantiations of those ideas.

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 WHAT ARE THE TYPES OF INTELLECTUAL PROPERTY?

COPYRIGHT
Copyright refers to the legal right of the owner
of intellectual property. In simpler terms, copyright is
the right to copy. This means that the original creators
of products and anyone they give authorization to are
the only ones with the exclusive right to reproduce the
work.

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PATENT
A patent is an exclusive right granted
for an invention, which is a product or a
process that provides, in general, a new way
of doing something, or offers a new technical
solution to a problem. To get a patent,
technical information about the invention
must be disclosed to the public in a patent
application.

TRADEMARK
A trademark is a recognizable insignia,
phrase, word, or symbol that denotes a specific
product and legally differentiates it from all
other products of its kind. A trademark
exclusively identifies a product as belonging to
a specific company and recognizes the
company's ownership of the brand.

What is Trademark Infringement?

Trademark infringement is the
unauthorized use of a trademark or service
mark on or in connection with goods and/or
services in a manner that is likely to cause
confusion, deception, or mistake about the
source of the goods and/or services.

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INDUSTRIAL DESIGN
Industrial Design (ID) is the professional practice of designing products, devices, objects,
and services used by millions of people around the world every day. Industrial designers
typically focus on the physical appearance, functionality and manufacturability of a product,
though they are often involved in far more during a development cycle. All of this ultimately
extends to the overall lasting value and experience a product or service provides for end-users.

GEOGRAPHIC LOCATION AND

APELLATIONS OF ORIGIN
Geographical indication is the name of a
geographical region or a sign indicating
that a product or a service originate from
a specific geographical locality and
possess specific quality and
characteristics attributable to its
geographical origin.

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 WHAT IS FAIR USE?
A fair use is any copying of copyrighted material done for a limited and “transformative”
purpose, such as to comment upon, criticize, or parody a copyrighted work. Such uses can be
done without permission from the copyright owner. In other words, fair use is a defense against
a claim of copyright infringement. If your use qualifies as a fair use, then it would not be
considered an infringement.

WHAT REALLY IS CREATIVE

COMMONS?
Creative Commons is a nonprofit organization
dedicated to building a globally-accessible
public commons of knowledge and culture. We
make it easier for people to share their creative
and academic work, as well as to access and
build upon the work of others. By helping people
and organizations share knowledge and
creativity, we aim to build a more equitable,
accessible, and innovative world.

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EXERCISE QUESTIONS:

1. What is Republic Act 8293?

2. What are the different types of Intellectual Property?
3. Differentiate each type of Intellectual Property?
4. What is fair use?
5. What is creative commons?
LEARNING ASSESSMENT:

Direction: Analyze the pictures shown below. Determine what

type of intellectual property is given. Write your answers below.

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MODULE 2

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CHAPTER
1 PEOPLE MEDIA, PEOPLE AS MEDIA
& PEOPLE IN MEDIA

WHAT IS PEOPLE MEDIA?

It is an assembly of people with a common interest where they become the main
means of mass communication. In other words, people are media themselves since they
have the ability for mass communication.
These are the people who are well-versed in media sources and messages, making
them as the messenger who relay reliable and accurate data and information. These
people are the media itself, making them as the direct medium to learn and acquire new
knowledge.
Examples: Opinion Leaders, Citizen Journalists, Social (Media) Journalists,
Crowdsourcing Contributors (in platforms like TripAdvisor, Waze, Wikipedia, Yelp),
YouTubers, Independent Bloggers, Paid Vloggers or Even a simple Facebook User.

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Opinion Leaders
People who were once called industry
insiders or decision-makers are now more
commonly referred to as "opinion leaders,"
"thought leaders," or even "influencers." These
individuals or organizations are usually experts
within an industry whose views are widely
known and trusted.
Opinion leaders have established authority in a
given area, market, or industry. Some may make
a career out of influencing their audience,
impacting their feeling about industry trends
and current events, as well as affecting their
consumer behavior.

Citizen Journalism
Citizen journalism, journalism that is
conducted by people who are not
professional journalists but who
disseminate information using Web sites,
blogs, and social media. Citizen journalism
has expanded its worldwide influence
despite continuing concerns over whether
citizen journalists are as reliable as
trained professionals. Citizens in disaster
zones have provided instant text and visual
reporting from the scene.
Journalism experts agree that citizen journalism is the collecting and reporting of information
via social media, public platforms, and traditional news outlets, either by non-traditional
sources or the public.

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Social Journalism
Social journalism is a media model
consisting of a hybrid of professional
journalism, contributor and reader content.
Social journalism takes place on some open
publishing platforms, like Twitter and
WordPress, but can also involve professional
journalists, who created and/or screen the
content.

Crowdsourcing
Crowdsourcing involves obtaining work, information, or opinions from a large group of people
who submit their data via the Internet, social media, and smartphone apps. People involved in
crowdsourcing sometimes work as paid freelancers, while others perform small tasks on a
voluntary basis. For example, traffic apps encourage drivers to report accidents and other
roadway incidents to provide real-time updated information to app users.

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 WHAT IS PEOPLE IN MEDIA?
These people are media practitioners who provide data and information coming
from their first-hand experience of an event or their expert knowledge.
Examples: Teachers, Authors, Disc Jockeys, TV hosts, Authors, Actors, Directors, News
Columnists, Visual Artists, Screenwriters.

TYPES OF JOURNALISTS
Print Journalists
Print journalism refers to writers, communists and reporters who work for newspapers
and news magazines. Print journalism, though similar to other forms of journalism, require a
slightly different skill set and understanding of technicalities.
The print journalist not only serves as a reporter who can be asked to work under any condition
depending on the niche he works in, he may also have to write his own copies. Thus, print
journalism involves a multifaceted skill set and the job profile is quite interesting.
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Photo-Journalists
A photojournalist is someone who
photographs, edits, and displays images in
order to tell a visual story. They are
journalistic professionals that are skilled at
interpreting and communicating an event
through a photograph(s). The subject matter
can vary greatly, all the way from social
unrest in a foreign country, to issues and
events happening at a local level.
Photojournalists can work as freelance
photographers, or can be employed by photo
agencies, magazines or local newspapers.
Employment areas include the internet, print,
and television.

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Broadcast Journalists
Broadcasting journalism, more
commonly known as broadcast
journalism, is a type of news reporting
presented to the public electronically
or by radio instead of being published in
newspapers. Media in broadcast
journalism includes television, radio,
and the Internet. Broadcast journalism
is meant to be dispersed more quickly
than older forms of journalism,
including print media, and is meant to
be more accessible. Radio and
television broadcasts are designed to
get the news out to a wide variety of
people in language that is much less
formal than traditional print media.
News that is broadcast over the Internet can update people on events as soon as they happen.
This can occur through articles, social media, and more.

Multimedia Journalists
Multimedia journalists gather information, write
stories, make broadcasts and use social media
to keep the public informed about current affairs
and events that are happening in the world.
Sometimes multimedia journalists specialize in
one area, for example local news, world news,
sports or weather. They may also specialize in
one area of work: for example, they may work for a television station and direct their energy to
this job. There are many avenues that a multimedia journalist could take to work on the craft.

49
EXERCISE QUESTIONS:

1. What is people media?

2. What is the difference between people as media and people in
media?
3. What are the different types of people as media?
4. What are the types of journalist?
5. Give examples of crowdsourcing apps or sites?
6. Differentiate citizen journalism and social journalism.
LEARNING ASSESSMENT:

Direction: Using the Venn Diagram below, present the similarities

and differences of People as Media and People in Media.

PEOPLE AS MEDIA PEOPLE IN MEDIA

50
CHAPTER
2 TEXT INFORMATION AND MEDIA
DESIGN ELEMENTS

WHAT IS A TEXT?
A text is a unit of meaning for interpretation and understanding. As such, most things are
(or could be treated as) texts. Within media studies, a text could be a TV program, film,
video game, website, book, song, podcast, newspaper article, tweet, or app. Texts matter
because they are bearers of communication and movers of meaning. Texts can inspire
and delight, or disgust and disappoint, but more importantly they intervene in the world
and into culture, introducing new ideas, or variously attacking or reinforcing old ones.
Textual analysis has long been a primary mode of “doing” media studies, as scholars seek
to ascertain what a text means, how it means (what techniques are used to convey
meaning), and what its themes, messages, and explicit and implicit assumptions aim to
accomplish.

51
 WHAT ARE THE TYPES OF A TEXT?
Hypertext
Hypertext refers to a word, phrase or
chunk of text that can be linked to
another document or text. Hypertext
covers both textual hyperlinks and
graphical ones. The term was coined by
Ted Nelson in the 1960s and is one of the
key concepts that makes the Internet
work. Without hypertext, following a link
on a topic to a related article on that
topic – one of the primary means of
navigating the Web.

Unformatted Text
Plain text, Plain-text, or Plaintext is any text, text file, or document that contains only text.
Unlike a rich-text document, a plain text file cannot have bold text, fonts, larger font sizes, or
any other special text formatting. In the picture is a visual example of plain text vs. formatted
text. Most associate plain text files with the file extension .txt on Microsoft Windows computers.

52
 Formatted Text
Formatted text is text that is displayed in a special,
specified style. In computer applications,
formatting data may be associated with text data
to create formatted text. How formatted text is
created and displayed is dependent on the
operating system and application software used
on the computer.
The purpose of formatted text is to enhance the
presentation of information. For example, in the
previous paragraph, the italicized words are each
followed by examples. At a glance, the reader can ascertain that there are four special words in
the paragraph. The goal is to help the reader to obtain, understand, and retain the information.

WHAT IS A TYPEFACE?
A typeface is a set of characters of the same design. These characters include letters,
numbers, punctuation marks, and symbols. Some popular typefaces include Arial, Helvetica,
Times, and Verdana. While most computers come with a few dozen typefaces installed, there are
thousands of typefaces available. Because they are vector-based (not bitmaps), typefaces can
be scaled very large and still look sharp. The term "typeface" is often confused with "font,"
which is a specific size and style of a typeface.

53
 WHAT ARE THE DIFFERENT TYPEFACES?
SERIF
In typography, a serif is the small extra stroke found at
the end of the main vertical and horizontal strokes of
some letters. Some serifs are subtle and others are
pronounced and obvious. In some cases, serifs aid in
the readability of a typeface. The term "serif fonts"
refers to any style of type that has serifs. (Fonts
without serifs are called sans serif fonts.) Serif fonts
are popular and have been around for many years.
Times Roman is one example of a serif font.
Fonts with serifs are particularly useful for large
blocks of text. The serifs make it easy for the eye to
travel over the text.

54
 SANS SERIF
In typography, a sans-serif, sans serif, gothic, san serif or simply sans typeface is one
that does not have the small projecting features called "serifs" at the end of strokes. The term
comes from the French word sans, meaning "without". Sans-serif fonts tend to have less line
width variation than serif fonts. In print, sans-serif fonts are used for headlines rather than for
body text. The conventional wisdom holds that serifs help guide the eye along the lines in large
blocks of text. Sans-serifs, however, have acquired considerable acceptance for body text in
Europe. Sans-serif fonts have become the most prevalent for display of text on computer
screens. This is partly because interlaced screens have shown twittering on the fine details of
the horizontal serifs. Additionally, on lower-resolution digital displays, fine details like serifs
may disappear or appear too large.

SLAB SERIF
In typography, a slab serif (also called mechanistic, square serif, antique or Egyptian)
typeface is a type of serif typeface characterized by thick, block-like serifs. Serif terminals may
be either blunt and angular (Rockwell), or rounded (Courier). Slab serifs were invented in and
most popular during the nineteenth century. Slab serifs form a large and varied genre. Some
such as Memphis and Rockwell have a geometric design with minimal variation in stroke width:

55
they are sometimes described as
sans-serif fonts with added serifs.
Others such as those of the
Clarendon genre have a structure
more like most other serif fonts,
though with larger and more obvious
serifs. These designs may have
bracketed serifs which increase
width along their length before
merging with the main strokes of the
letters, while on geometrics the
serifs have a constant width.

DECORATIVE
Decorative and display fonts became popular in the 19th century and were used extensively on
posters and advertisements. This style of type and lettering could be artistic and eye-catching
in a way that wasn’t considered previously. As their name suggests, decorative typefaces
should be used for decorative or ornamental purposes. They are not suitable for using in body
text. You would have some pretty cross-eyed and sick readers if you forced people to read too
much in one of these fonts. They tend to have a very distinct look, for example a wild west style,
horror or Christmas.

56
 SCRIPT
Script fonts are typefaces with a personal touch, like calligraphy and handwriting
fonts. They are perfect for invitations, greeting cards, headlines or very short, expressive
texts. They range from classic, flowing scripts for elegant designs to light-hearted types
with rounded forms for a fresh, peppy look. Script fonts are especially popular in
advertising as a contrast to the neutral fonts used so often today.
Casual script fonts have been steadily gaining in popularity. They look as though
handwritten, but more like printing or very informal script than traditional calligraphy.
Their original, unconventional characters are perfect for occasions like Valentine’s Day,
birthday, greeting cards or eye-catching headlines. In advertising or on posters, these
fonts are just the thing for funky modern products.

57
 WHAT ARE THE COMMON FILE FORMATS?

.TXT
A TXT file is a standard text document that
contains unformatted text. It is recognized by
any text editing or word processing program
and can also be processed by most other
software programs. TXT files are often
created and opened using Microsoft Notepad
and Apple TextEdit.
TXT files are useful for storing information in
plain text with no special formatting beyond
basic fonts and font styles. The file is
commonly used for recording notes,
directions, and other similar documents that do not need to appear a certain way. If you are
looking to create a document with more formatting capabilities, such as a report, newsletter, or
resume, you should look to the .DOCX file, which is used by the popular Microsoft Word program.

.DOC
DOC files are used to create a variety of documents
including letters, resumes, essays, and invitations. When
you create a document in Word you can choose to save it
in the DOC file format. The program then creates a DOC
file to store the contents of the document, which can be
closed and opened again for further editing. When you
are done editing your DOC file you can print it or save it
as another file, such as .PDF or .DOT.
The DOC file was designated as Microsoft Word's primary format in 1983. DOC files were saved in
the same format up until Word 97 when another version of the binary format was introduced and
58
used by Microsoft Word 97 to 2003. In 2006, the DOC file format was replaced by the .DOCX file
format with the release of Microsoft Word 2007.

.RTF
A file with the .RTF file extension is a Rich Text Format file. While a normal text file stores only
plain text, RTF files can include extra information about font style, formatting, images, and
more. They are great for cross-platform document sharing because they are supported by lots
of apps.
RTF was created by the Microsoft Word team back in the 1980’s. It was intended as a universal
format that could be used by most word processors, making it easier for people to share Word
documents with people who don’t use Word. It was also incorporated as the default format used
by Windows’ built-in WordPad app—a lightweight word processor. Before they were superseded
by HTML files, RTF was also used as the basis for the Windows help files.

59
 .PDF
A file with the .pdf file extension is a Portable
Document Format (PDF) file. PDFs are typically
used to distribute read-only documents that
preserve the layout of a page. They’re commonly
used for documents like user manuals, eBooks,
application forms, and scanned documents, to
name just a few.

PDF was created by Adobe in the 1990s to

achieve two things. The first is that people
should be able to open the documents on any hardware or operating system, without needing to
have the app used to create them—all you need is a PDF reader, and these days most web
browsers fit the bill. The second is that wherever you open a PDF, the layout of the document
should look the same. PDFs can contain text, images, embedded fonts, hyperlinks, video,
interactive buttons, forms, and more.

.PS
A PS file is an image saved in the PostScript page description
language. It may contain vector graphics, raster graphics,
and text. PS files can be printed directly by a PostScript
printer (i.e., containing a Raster Image Processor) without
being opened in an application.
PS files have largely been replaced by other page layout
file formats, such as .PDF. Yet, they are still supported by
many printers and programs. In general, they can be
opened by any printer utility that supports PostScript.

60
You can convert PS files to PDFs using Acrobat Distiller, a program included with Adobe Acrobat,
and Apple Preview, a program bundled with macOS. Simply open the file in either of these two
programs and the PS file will be automatically converted to a PDF file.

TEXT DESIGN PRINCPLES AND ELEMENTS

EMPHASIS
Emphasis is the art of making a specific element stand out or draw attention to the eye.
Emphasis can be achieved in graphic design by placing elements on the page in positions where
the eye is naturally drawn, and by using other principles such as contrast, repetition, or
movement. Bold and italic type provides emphasis for text. Graphic elements gain emphasis
through size, visual weight, color, complexity, uniqueness, placement on the page, and other

61
features. Below a repeated element has emphasis by changing the colour of one of the elements
thereby creating emphasis through isolation.
Emphasis shows that you have a point to your piece. You have something to say, literally or
figuratively. You know what you want to communicate and you have the skills to direct the
viewer through the work in a way that provides visual interest, multiple levels of information,
and ultimately leaves the viewer fulfilled. A feeling that they have spent their time wisely.
Emphasis does not make a work appealing to everyone, but without a focal point or emphasis
you may be looking at a big mess that does little to accomplish the ultimate goal of
communication.

APPROPRIATENESS
Any design needs to be appropriate for he, she or they for whom it is intended and for the
purpose it is to serve. It should also be appropriate, or suitable to its environment. This is true for
all the arts and can be verified in all aspects of life. A musical composition meant for a Jazz club
would not play well at a traditional wedding and an Opera would fail miserably at a strip joint.
An example of an inappropriate design might be an oriental front yard in a Long Island suburban
neighborhood. It might be beautifully done and when looked at in isolation would seem to work
beautifully. But the moment you step back and see the garden in the context of its environment,
which is how it would be seen, it would lose all credibility. It would seem very contrived and, in
fact, unsuitable. Suitability is a very real principle designers in all arts apply to their work.

62
 Is this Appropriate?

PROXIMITY
The principle of proximity is simply the process of ensuring related design elements are placed
together. Any unrelated items, should be spaced apart. Close proximity indicates that items are
connected or have a relationship to each other and become one visual unit which helps to
organize or give structure to a layout. This often results in poor proximity as related items are
not grouped — individual elements are usually spaced apart which makes it hard for the reader
to determine relationships and connections of information.

63
 ALIGNMENT
Alignment is simply the way visual elements are arranged so that they line up in some way.
Think about it as an invisible line or a force field preventing your elements, whether they are
images or words, from going out of bounds.
As simple as it is, it serves a great purpose by helping designers organize different elements in
their composition, giving the design a definitive structure, and creating balance. Using
alignment well in a design can result in a clear, professional, and sharp finished product.
Basically, the individual elements won't be sloppy.
Rarely will a graphic design project create one large space with a single alignment scheme.
Usually, the design is more complex and usually requires the use of a grid to define the different
areas and their alignment. Using grids will give your work structure and consistency, but when
finished, the viewer should not be able to see the grid itself, just the results of its use.

64
ORGANIZATION
Compositional organization is complex,
but even more so when applied to
typography. Typography is a complicated
medium to work with as it contains two
levels of information (display and
content), and requires its components to
be read in proper sequence with proper
emphasis, good legibility, and strong
contrast to the substrate. Many elements
need to be organized to allow the reader a
seamless experience when reading the
content. Designing with type requires
adept handling of the hierarchy, refining and designing the display elements for focal emphasis
and also refining the quiet details of the text block so it sits perfectly and quietly in its space.

REPETITION
Repetition strengthens a design by tying together individual elements. It helps to create
association and consistency. The consistent repetition of an element is widely used in multi-
page documents & websites. Elements can be as simple as color, shapes, typefaces or even
texture.

65
 CONTRAST
Contrast allows you to emphasize or highlight key elements within your design.
Contrast is created when two elements are total opposites. This doesn’t
necessarily have to be colors either. It can be achieved with fonts
(classic/-contemporary), lines (thick/thin) and shapes (big/small), just to name
a few.
Contrast plays a crucial part in the organization of information on a page. It will
guide the reader to where they should look first or to the most important
element. For it to work successfully though, it must be strong and obvious. It
needs to make an impact.

66
EXERCISE QUESTIONS:

1. What is a text?
2. What is the difference between hypertext, plain or unformatted
text and formatted text?
3. What are the common file formats?
What is their nature?
4. Enumerate the six design principles and elements.
5. Differentiate each design principles.
LEARNING ASSESSMENT:

Direction: Analyze the pictures below. Determine which

principles or elements of text is shown.

67
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