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DEPARTMENT OF EDUCATION
DIVISION OF CITY OF BOGO
Buac, Cayang, Bogo City, Cebu

Senior High School

MEDIA AND INFORMATION
LITERACY
Quarter 1
SLK 4

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FOREWORD

This Self-Learning Kit of Media and Information Literacy is organized based on

the scope and competencies stipulated on the Curriculum Guide intended for this
Learning Area. It intends to develop a holistic understanding of how media operates
as an industry, how it generates content, how it influences audiences and how its
force and influence shape social beliefs.

This kit also aims to guide students to become multi-skilled in different ways of
learning, literate in the modern trend of technology and become effective in using
media and information in different contexts. Furthermore, it gears towards honing
their communication skills, creativity, social, and media literary in the global arena.

This is designed as self-instructional which means that students shall

accomplish the activities by themselves. They may ask guidance from their parents,
elder siblings or other family members if difficulty arises. This kit shall be retrieved and
shall not be used as answer sheets. Students shall use a separate paper for the
activities.

NOTE: THIS IS A DRAFT LEARNING MATERIAL SUBJECT FOR

FURTHER QUALITY ASSURANCE AND APPROVAL.

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Module 4

TYPES OF MEDIA
What I Need to Know

At the end of this module, the learners are expected to:

• compare and contrast how one particular issue or news is presented through the
different types of media (print, broadcast, online);
• discuss how a particular individual or society is portrayed in public using different
types of media;
• explain how issues are presented in different media types;
• define mass media and media effects;
• discuss and evaluate the different theories on media effects;
• explain the need to be aware and understand propaganda materials; and
• analyze and evaluate the effects of media to the youth.

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What I Know

A. Define media in your own words. Write your answer on a separate sheet of paper.

B. Write “P” for print media, “B” for broadcast media, “F” for film, and “N” for new
media.Write your answer on a separate sheet of paper.
1. ABS- CBN TV Patrol aired on channel 2
2. Harry Potter Complete Series Boxed Set Collection
3. Promotional poster uploaded in Facebook
4. Media and Information Literacy textbook
5. Don’t Let Me Down by The Chainsmokers in Spotify
6. 24- Oras news program uploaded on YouTube
7. One Punch-man manga uploaded in MyManga website
8. Jason Bourne movie shown in theaters
9. Philippine Daily Inquirer news paper
10. 7 Years by Lukas Graham played on 90.7 Love Radio

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What is In

A. Identify what type of media is portrayed by the following photos by accomplishing

the matrix provided.Write your answer on a separate sheet of paper.
1.

B O D S

2.

R N

3.
E

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What is New

Activity 1. VIRAL: UPUAN GIRL

Direction: Analyze the picture, and answer the questions briefly.Write your answer on
separate sheet of paper.

Source: http://www.wattafox.com/2016/08/viral-upuan-girl-in-mrt-feels-sorry-for.html

1. Did you hear about the viral “upuan girl”? What is the story all about?
___________________________________________________________________________
___________________________________________________________________________
2. Why do you think the woman posted this on Facebook?
___________________________________________________________________________
___________________________________________________________________________
3. How did the netizen react on this post? Why?
___________________________________________________________________________
___________________________________________________________________________
4. How did the man on the picture reacted to this post about him?
___________________________________________________________________________
___________________________________________________________________________
5. Is it justifiable in the part of the girl to post this picture? Why or why not?
___________________________________________________________________________
___________________________________________________________________________
6. Is it justifiable for the netizens to bash the woman who posted this picture? Why or why
not?
___________________________________________________________________________
___________________________________________________________________________

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7. How was the two persons depicted in social media?

___________________________________________________________________________
___________________________________________________________________________
Activity 2: CARTOON ANALYSIS
Direction: Analyze the cartoon, and answer the questions briefly. Write your answer
on a separate sheet of paper.

Photo Credit: https://andronico.wordpress.com/2011/11/28/who-is-no-1-if-kapuso-network-is-second-

best/abs-cbn-vs-gma-7-2/

1. What symbolisms are used in them cartoon?

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
2. What is the message of the cartoon?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
3. Do you agree with the message? Why or why not?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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What is It

DIFFERENT MEDIA TYPES

Media may be classified into three major

types according to format: print; electronic, both
broadcast and non-broadcast media; and digital. Print
media include newspapers, books, magazines,
posters, flyers, and brochures. Broadcast media are
also electronic media that include radio, television,
and online audio, and video streaming platforms that
broadcast news. Electronic media also include non-
broadcast media such as films and videos. On the
other hand, digital media include the Internet,
multimedia content or applications, online
advertisements (promotion of products or services through the Internet), digital music or
video files, and podcasts (digital audio files made available on the Internet for downloading
to a computer or portable media player, usually available as a series, new installments of
which can be automatically received by subscribers).

In the 70s, the term trimedia was used to refer print, radio, and television. However,
with the advent of computer and the Internet, the more preferred term to use would be multi-
media, which means the use of various forms or platforms in one setting.

Media may also be grouped according to codes: sound, video, text, moving images
(including animation), and still photos. These codes are now combined into one computer
software called multimedia. The combination of these codes into one product is again brought
about by media convergence. Integration of these codes into one digital form began in the
1990s.

THE POWER OF MASS MEDIA

Mass media refer to channels of communication that involve transmitting information

in some way, shape or form to large numbers of people.
The alleged power or influence of mass media has led to extensive studies of media
effects in areas ranging from political campaigns to portrayals of violence, pornography,
racism and women. Governments and political parties have focused on the mass media as
sources of powerful influence. More recently, businesses and organizations have recognized
the importance of the media not only as channels for advertising, but for their perhaps even
more influential editorial content (Macnamara, 2003).

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Editorial in leading mass media has been shown to significantly affect stock prices;
lead to corporate collapses; cause falls in sales; result in the resignation of senior office-
holders – even bring down Presidents. But, effects of mass media are not well understood and
often have been assumed rather than objectively researched.
Prominent media academic James Curran (2002) says: “The conviction … that the
media are important agencies of influence is broadly correct. However, the ways in which the
media exert influence are complex and contingent” (p. 158). Newbold, Boyd-Barret and Van
Den Bulck (2002) say: “Although representations most certainly do matter, their interaction
… is very complex as indeed are all the relationships between media and reality (p. 310).
MEDIA EFFECTS
Media effects are the are the intended or unintended consequences of what the mass
media does (Denis McQuail, 2010).
The following are the effects of media:
1. Third-Party Theory - People think they are more immune to media influence than
others.

Source: https://www.linkedin.com/pulse/death-human-conversation-awad-abdelgayoum

2. Reciprocal Effect - When a person or event gets media attention, it influences the way
the person acts or the way the event functions. Media coverage often increases self-
consciousness, which affects our actions.

Source: http://www.flickriver.com/photos/billyjo29/tags/kapamilya/

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3. Boomerang Effect - refers to media-induced change that is counter to the desired

change.

Source: http://uppiddee.com/blog/smiley-faces-and-the-boomerang-effect/

4. Cultivation Effect (George Gerbner) - states that media exposure, specifically to

television, shapes our social reality by giving us a distorted view on the amount of
violence and risk in the world.

Source: http://mass.pakgalaxy.com/cultivation-theory.html

MTRCB (Movie and Television Review and Classification Board) is the

government agency responsible for rating television programs and films in the
Philippines.

Source:

http://pelikulangayon.blogspot.com/2016/01/what-is-mtrcb-what-mtrcb-does.html

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5. Agenda-setting Theory (Lippmann/ McCombs and Shaw) – the process whereby the
mass media determine what we think and worry about. Walter Lippmann, a journalist
first observed this function, in the 1920’s. Lippmann then pointed out that the media
dominates over the creation of pictures in our head, he believed that the public reacts
not to actual events but to the pictures in our head. Therefore, the agenda setting
process is used to remodel all the events occurring in our environment, into a simpler
model before we deal with it. Researchers Maxwell McCombs and Donald Shaw
have then followed this concept.

Source: http://lessonbucket.com/media-in-minutes/the-agenda-setting-function-theory/

6. Propaganda Model of Media Control (Herman & Chomsky) - was introduced by

Edward. S. Herman and Noam Chomsky in their book ‘Manufacturing Consent – The
Political Economy of the Mass Media’. This theory states how propaganda works in a
mass media. The model tries to understand how the population is manipulated, and
how the social, economic, political attitudes are fashioned in the minds of people
through propaganda. Herman and Chomsky mostly concentrated on American
population and media for their research but this theory is universally applicable.
Propaganda refers to the ideas or statements
that are often false or exaggerated and that are
spread in order to help a cause, a political
leader, a government, etc. You should be
aware of propaganda as it manipulates and
diverts you from logical analysis of issues. It
also hides the truth. By understanding
propaganda, you will be able to protect
yourself from deceitful tactics. Propaganda
attacks a person instead of a principle or issue
and suppresses evidence that does not support
its cause.
Propaganda relies on emotion instead of logical evidence and introduces irrelevant or
unproved evidence. It also distorts and oversimplify evidence and shows internal
inconsistency after examining facts.
Propaganda materials are now in digital form posted, shared, liked, commented, and
debated on social media particularly on Facebook.
ISSUES IN DIFFERENT MEDIA TYPES

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When presenting issues to specific audiences, you need to initially understand the
nature, scope, and limitations of the media that you are going to use (Alagaran, 2017).
For example, if you want to report about a
gathering of environment officials over the radio,
you have to describe what the people are doing,
why they are doing it, and how they look like.
This is not needed when presented over television
since the audiences can see exactly what is going
on. The questions that you should ask yourself
when determining which media to use are:
Should you present issues through trimedia or
multimedia? Should you use an individual or
stand alone medium, or a digital medium.
You need to know your audience, their profiles, information needs, media habits, and
lifestyles. This will help you identify the best medium to use. You also have to be guided by
your purpose in using media. Do you want to reach out to audiences to inform, to influence,
to entertain, or to educate? If your objective is clear, then you will be able to identify the
appropriate medium or the combination of media through which purpose as producers of
messages will be carried out.
Issues become interesting, relevant, dramatic, meaningful, or exciting to audiences
depending on how media producers construct and present them. The messages, layout, color,
music, camera shots, and movements all create meanings in harmony so that the audiences
could understand, analyze, and evaluate media and information. The way these media and
information materials are presented is actually all premeditative constructions to attract
attention and entire users. Media organizations and information sources do this primarily for
profit, usually dictated by advertisers. Indeed, media and information producers have their
own language, purpose, and interest that you need to decode.

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What’s More

Activity 3: Cartoon Analysis

1.

Source: http://www.oclarim.com.mo/en/2015/07/10/effects-of-social-media-on-relationships-and-communication/

a. What symbolisms are used in them cartoon?

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
b. What is the message of the cartoon?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
c. Do you agree with the message? Why or why not?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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2.

Source: https://www.pinterest.com/pin/347692033702366667/

a. What symbolisms are used in them cartoon?

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
b. What is the message of the cartoon?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
c. Do you agree with the message? Why or why not?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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3.

Source: https://www.pinterest.com/pin/5559199518941926/
a. What symbolisms are used in them cartoon?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
b. What is the message of the cartoon?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
c. Do you agree with the message? Why or why not?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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Activity 4. Explain how is the following individual or group portrayed in public by different
types of media?
1.

Source: www.philstar.com

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
2.

Source: www.philstar.com

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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3.

Source: https://twitter.com/marshtmallow

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
4.

Source: http://www.academia.edu/30866752/FACTORS_AFFECTING_THE_CHILD_BEGGARS_IN_TAGUM_CITY

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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5.

Source: http://www.gmanetwork.com/news/lifestyle/artandculture/270462/filipino-muslims-celebrate-eid-l-fitr/story/

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
6.

Source: http://www.rappler.com/nation/119161-ilocos-norte-nueva-vizcaya-new-police-chiefs

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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What I Have Learned

Reflect on the learning that you gained after taking up this lesson by answering the
questions below.
1. Why do you need to know your audiences before you produce a media or information
material? Explain your answer.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. What is the importance of knowing your purpose in conveying a message to your
audiences?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
3. What do you think are the real dangers of propaganda? Why?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
4. How can you protect yourself from being influenced by propaganda messages in
social media?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

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What I Can Do

1. Choose a particular social issue that prevails in your community or area. Design a
campaign plan to address this social issue by answering the following questions:
a. Who is your audience? What do you they know about the issue and where are they
coming from?
b. What is the purpose of your campaign plan? What do you want the audience to
do?
c. How will you write your message to your audience to influence their actions?
d. What medium or combination of media are you going to use? Why do you want to
use this medium or combination of media?
e. What are your criteria for the medium or combination of media?
f. How will you combine messages with graphics? What multimedia software will
you use, if any? Will it help convey your messages to your intended audience?
How?
Present your answers through a matrix. List the questions in the first column and the
answers in the second column. You may also use other creative ways of presenting
your ideas.

. If you do not have that elder in your family, perhaps you

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can turn to your immediate community. Make them recall the forms of media that they
used either as sources of information and entertainment. Engage them in a freewheeling
interview

ASSESSMENT

A. Reaction Paper
Write a reaction paper about the news article “Weaponizing the Internet” by Ms.
Maria Ressa with a link http://www.rappler.com/nation/148007-propaganda-war-
weaponizing-internet. Your reaction paper must have a title, an introduction, a body
paragraph (1 main argument with 2 examples), and a conclusion. It should not be less
than 12 sentences.
Refer to the rubric for criteria and grading.
Very Good Good Poor Needs
Improvement
5 4 2 0
INTRODUCTION Well- Introductory Introduction Introduction
Background/ developed paragraph does not was not
Define the introductory contains adequately presented.
Problem paragraph some explain the
contains background background of
detailed information the
background and states the problem. The
information, problem, but problem is
a clear does not stated, but
explanation explain using lacks detail.
or definition details.
of the
problem.
BODY Argument is Argument Argument Argument
PARAGRAPHS well was was presented was not
Main Argument developed presented but lacks presented.
with with some examples.
supporting supporting
examples. examples.
CONCLUSION Conclusion Conclusion Conclusion Conclusion
was was was presented was not
presented. presented but no presented.
Opinions and with some suggestions
suggestions suggestions for change
for change for change and/or
are logical are evident. opinions are
and well included.
thought out.

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“Weaponizing the Internet”

by Ms. Maria Ressa

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B. Essay Writing
Write an essay about your analysis and evaluation of the effects of media to the
Filipino youth. Your essay must have a title, an introduction, a body paragraph (1
main argument with 2 examples), and a conclusion. It should not be less than 12
sentences.
Refer to the rubric for criteria and grading.
Very Good Good Poor Needs
Improvement
5 4 2 0
INTRODUCTION Well- Introductory Introduction Introduction
Background/ developed paragraph does not was not
Define the introductory contains adequately presented.
Problem paragraph some explain the
contains background background of
detailed information the
background and states the problem. The
information, problem, but problem is
a clear does not stated, but
explanation explain using lacks detail.
or definition details.
of the
problem.
BODY Argument is Argument Argument Argument
PARAGRAPHS well was was presented was not
Main Argument developed presented but lacks presented.
with with some examples.
supporting supporting
examples. examples.
CONCLUSION Conclusion Conclusion Conclusion Conclusion
was was was presented was not
presented. presented but no presented.
Opinions and with some suggestions
suggestions suggestions for change
for change for change and/or
are logical are evident. opinions are
and well included.
thought out.

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The Effects of Media to the Filipino Youth

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Answer Key

What I Know
A. Answer may vary.
B. 1. B 2. P 3. N 4. P 5. N
6. N 7. N 8. F 9. P 10. B
What is In
A. 1. BROADCAST 2. PRINT 3. NEW
What is New
Activity 1. VIRAL: UPUAN GIRL
1. Answer may vary. 4. Answer may vary.
2. Answer may vary. 5. Answer may vary.
3. Answer may vary.
Activity 2. CARTOON ANALYSIS
1. Answer may vary.
2. Answer may vary.
3. Answer may vary.

What’s More
Activity 3. Cartoon Analysis
Answers for 1-3 with questions a-c may vary.
Activity 4
Answers for numbers 1-6 may vary.
WHAT I HAVE LEARNED
Answers for questions 1-4 may vary.
What I Can Do
1. Answer may vary.

Assessment
A. Reaction Paper: Answer may vary.
B. Essay Writing: Answer may vary.

Writer: Arnien P. Arminion

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Bibliography:

Alagaran II, Jose Reuben. Media and Information Literacy: Empower the Discerning
Audiences, 41-43. Abiva Publishing House, Inc. Abiva Bldg., 851 G. Araneta Ave., Quezon
City, 2017.
Macnamara, Jim. “Mass Media Effects – A Review of 50 Years of Media Effects Research.”
Carma International (Asia Pacific) Pty Ltd, 2003-2005.
Ping, Arniel. Media and Information Literacy: Types of Media (Part 1). St. Stephen’s High
School Manila, Philippines. MIL PPT 6, 2017.
Ping, Arniel. Media and Information Literacy: Types of Media (Part 2). St. Stephen’s High
School Manila, Philippines. MIL PPT 7, 2017.
Ping, Arniel. Media and Information Literacy: Types of Media (Part 3). St. Stephen’s High
School Manila, Philippines. MIL PPT 8, 2017.

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