Republic of the Philippines

DEPARTMENT OF EDUCATION
Region 02
DIVISION OF ISABELA
Roxas Stand-Alone Senior High School
Roxas, Isabela

12
MEDIA AND
INFORMATION
LITERACY
Quarter 2 – Week 1
The Opportunities, Challenges, and Power of
Media and Information

LEARNING ACTIVITY SHEET

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 MEDIA AND INFORMATION LITERACY
Name of Learner: _______________________________ Grade Level: ________________
Section: ______________________________________ Date: ______________________

LEARNING ACTIVITY SHEET

The Opportunities, Challenges, and Power of Media and Information

Background Information for Learners

“The power of media and information is found in the balance of the negative and positive.”

Media is so powerful that it completes our life. We all know that it refers to the tools of
mass communication consisting of televisions, radios, newspapers, magazines and internet such
as: Facebook, Twitter, YouTube, Instagram, Google and other social networking sites.
Broadcasting, advertising, visual representations, pictures or images, graphics, videos, or even
movies are forms of Media. It simply means that the media has the power to give information
and provide an easy means of communication especially to people who need to communicate
with others who are in a long distance. The influence of the media has become so powerful today
that it can easily influence people positively or negatively. Now, we live under the power of
media as a source of information and entertainment that enhance our knowledge through the
different types of news or events in our society or environment. - (https://tinyurl.com/ycxpswov)

“Media is considered as one of the most powerful tools in providing information to

people or in society. Nowadays, the media has become part of our daily lives. It informs,
influences, and entertains us. Moreover, it also has the capability to shape our lives.” -
(https://tinyurl.com/ycy4le3y)

There are both endless opportunities and countless challenges in the information age. As
an all-encompassing element in social relations, politics, economy, and education, media and
information presents opportunities and challenges in all sectors of society. Its power, however,
lies not in the impossible eradication of the negative aspects but the balance that can be found
between what’s good and bad.

So in this lesson, the opportunities and challenges of the media and information in all
sectors of the society will be discussed. Their implications will be identified and discovered.

Learning Competency with Code

Cite an example of an issue showing the power of media and information to affect
change. (MIL11/12OCP-IIIh24)

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 Activity 1:
Economics of Media: Ratings and Revenues

Read

The economics of media can be explained in the simple equation Ratings=Revenues. As a

commercial industry, the media earns profit through advertisement. Advertisers pay for air-time
or ad-space in media platforms to reach or to promote their goods or services to the media’s
audience. Advertisers are more likely to invest if there is a high volume of consumers
patronizing the media programs or content if their target market is among their consumers.

▪ Ratings – is a colloquial term for audience measurement that influences timing,

placements, and markets for media content and advertising.(Balnaves, O’Regan, &
Goldsmith, 2011) Ratings determine the number of people who watch, listen to or read a
particular media content.

▪ Revenues – The business dictionary defines revenue as income generated from the sale
of goods or services, or any other use of capital or assets, associated with the main
operations of an organization before any cost or expenses are deducted. In this context
revenue is the amount of money brought by advertisers to the media industry.

Directions

1. Search the internet about opportunities and challenges of Economics of Media in the
Philippines.
2. Use the table below. (Table 1)

Table 1: Economics of Media

Opportunities Challenges

Guide Question

1. As a student, what opportunities and challenges have you encountered that lead you to
contribute to our economy?
________________________________________________________________________
__________________________________________________________________

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 Activity 2:
Media and Information for Education

Read

Media and information have made a radical impact on education. Learning has never
been easier and at the same time more complicated that it is today in the age of media and
information.
Merriam-Webster’s dictionary defines education as the knowledge, skill and
understanding that you get from attending a school, college, or university. Before, a student or a
learner’s education is limited to sitting in class, listening to a professor, passing exams, and
completing course works or projects. Today, education has taken on a whole new meaning with
media and information.

Directions

1. Use table 2
2. Read and reflect on the situations presented under the “Opportunities” column. Then
think of the many challenges that may be encountered given the situation. Copy the table
in your answer sheet and write your answers under the “Challenges” column.

Table 2: Media and Information for Education

Opportunities Challenges
1. Distance learning or online education is
now a fast becoming trend in society.
Schools are adopting this practice of their
offered services.
2. The World Wide Web can offer multiple
experts as professors; learners learn from
a variety of information sources like
books, articles, videos etc. and study
according to their learning pathway e.g.
visual, intellectual, and experiential.
3. Education traditionally requires students
to prove that learning took place. To do
so, they must be able to pass exams that
will test their knowledge on a certain
subject and produce outputs that will
confirm if they can apply that knowledge.
Media information makes this process a
little less rigorous through content
distribution

Guide Question

1. In this time of pandemic where Covid-19 is widespread, what is the hardest challenge
you have encountered in your studies and how did you overcome it?
________________________________________________________________________
__________________________________________________________________

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 Activity 3:
Media and Information for Social Change

Read

Society is heavily influenced by media and information. In fact, its influence is so

apparent that media and information have become reflections of society and vice versa. It is no
surprise then that the media and information have linked to social changes. Oxford
bibliographies referred to the social changes as the significant alteration of social structure
(persistent networks of social relationships, where interaction between people or groups has
become routine and repetitive) and cultural patterns (shared ways of living and thinking).

Table 3: Media and Information for Social Change

Opportunities Challenges
The desirable social change could be produced Media and information have the power to
by scientifically designed and executed sway society’s beliefs and perceptions.
communication campaigns. Development People have the tendency to receive data
Communication uses communication to aid in from the media and accept it as fact right
the development of society. One practical away without conducting due diligence. So
application of this is community-based media should the media fail to provide facts, or
programs. Through information abuse their influence, society will be all
dissemination, promotion of development too vulnerable because of their
advocacies, and providing a medium for social obliviousness.
interaction among communities, these types of
programs pave the way for a positive social
change.

Directions

1. Write three(3) problems in the community that need urgent action.

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

2. Select one from the problems that you have written. Create a flyer that communicates the
problem to the community and give advocates to address the said problem.

Criteria 5 4 3 2
Communicati The There is There is little The flyer is
on to the combination of evidence of the sign of mutual either empty
audience elements takes use of text and reinforcement and plain or
communication other elements among the text confusing
to a superior combined to elements. and cluttered.
level. adequately There is some
deliver a high tendency
impact toward random
message. use of
elements to
communicate
the message.

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 Organization The The There is an There is no
of elements organization of organization of organization of clear
(font types, elements is elements is the elements organization
shapes, color, smartly clear and but it is of the
etc.) thought of. direct. confusing. elements
Spelling and Most words are Most words are Words are Words are
readability carefully carefully chosen with chosen with
chosen; writing chosen; writing less care; less care;
is clear and is clear and writing is writing is
legible. Most legible. Most sometimes sometimes
words are words are unclear. Most unclear; some
spelled spelled words are words are
correctly and correctly and spelled spelled
proper proper correctly and incorrectly
punctuation is punctuation is are and proper
employed. employed. grammatically punctuation
correct. is not
employed.

Guide Question

1. What problem have you selected and why?

_____________________________________________________________________
2. Do you think flyers can help address the problems in the community? Why?
________________________________________________________________________
__________________________________________________________________

Reflection

Reflect on what you have learned after taking up this lesson by completing
the statements below.

1. I learned that
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_______________________________________________________________

2. I enjoyed most on
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_______________________________________________________________

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3. I want to learn more on
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
__________________________________________________________________

References

Edward D. Gonzales (2016), Media and Information Literacy, JFS Publishing Services

Answer Key

Activity # 1. Answers may vary.

Table 1: Economics of Media

Opportunities Challenges
Sample: Sample:
The Philippine Media is a great asset in the Despite thriving as an industry, the media
country’s economy. In fact the Philippine Star remains vulnerable to economic threats.
reported that in the year 2010 alone, the The most notorious among them is piracy.
creative or copyright-based industries Piracy is defined as the unauthorized use
(industries engaged in creation, production and of another’s production, invention, or
manufacturing, performance, broadcast, conception especially in infringement of a
communication and exhibition, or distribution copyright (Merriam Webster’s dictionary).
of sales of works and other protected subject This hampers the profitability aspect of
matter) contributed P661.23 billion (14.05 media. When a created or intellectual
billion USD) to the Philippine economy. This content is pirated, the rights of the owner
makes up an estimated 7.34% in the country’s to sell-either directly or indirectly through
gross domestic product, creating hundreds of advertising is violated. The costs the
thousands of jobs for Filipinos. media industry considerable losses.
Answers may vary Answers may vary

Activity # 2.

Table 2: Media and Information for Education

Opportunities Challenges
1. Distance learning or online education Constant access also puts a lot of pressure
is now a fast becoming trend in on servers, requiring constant upgrades
society. Schools are adopting this and regular maintenance around
practice of their offered services. cyberspace.
2. The World Wide Web can offer Answers may vary
multiple experts as professors; learners
learn from a variety of information
sources like books, articles, videos etc.
and study according to their learning
pathway e.g. visual, intellectual, and
experiential.
3. Education traditionally requires Answers may vary

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 students to prove that learning took
place. To do so, they must be able to
pass exams that will test their
knowledge on a certain subject and
produce outputs that will confirm if
they can apply that knowledge. Media
information makes this process a little
less rigorous through content
distribution

Prepared by: ERICKSON G. BARROZO

Teacher II
Roxas Stand-Alone Senior High School

Note: Practice personal hygiene protocols at all times