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Table of Contents
What I Know…………………...……………………………………………………………………………….iii
Summary…………………………………………………………………………………………..…17
Assessment: (Post-Test)…………………………………………………………………………...18
Key to Answers …..…………………………………………………………………………………19
References………………………………………………………………………………………......21
What This Module is About
This module will introduce you to the basic concepts of Media and Information
Literacy. Lessons and activities in this module are designed to make you understand
the nature of MIL and the reasons why you need to be media literate, information
literate, and technology literate.
This module will help you achieve Media and Information Literacy (MIL) learning
competency:
▪ Describe how communication is influenced by media and information.
(MIL11/12IMIL-IIIa-1)
To help you master the competency mentioned above, you will undergo four
lessons:
Lesson 1: Introduction to Media and Information Literacy
Lesson 2: Media, Society, Culture, and You
Lesson 3: Brief History of Media
Lesson 4: Communication Models and Theories
These lessons will help you comprehend the very nature of media and
information literacy and its related concepts.
i
How to Learn from this Module
To achieve the preceding objectives, you are to do the following:
• Take your time reading the lessons carefully.
• Follow the directions and/or instructions in the activities and exercises diligently.
• Answer all the given tests and exercises.
ii
Pre-test
Multiple Choice. Circle the letter of the best answer from the given choices.
2. A media literate person can access, analyse, and respond to a range of media.
A. False B. True C. Maybe D. Neither
iii
Lesson Introduction to Media and
1 Information Literacy
Media and Information Literacy equips learners with the 21st century skills needed by
them to compete with the unending developments in technology. In this lesson, you are
expected to:
What I Know
Directions: Locate the given words in the Puzzle Map below. These words are terms
that you will be acquainted with as you go further in this lesson.
1
What’s New
Look closely at the picture below. Examine carefully how the people communicate and
interconnect with each other. Based on your personal experience, how do you connect with
your family and friends and vice-versa? Are there any similarities you see in the picture with
how you communicate with each other?
Activity 1: Enumerate the media you used in connecting with other people. Write
your answer in your activity notebook.
What Is It
With the advent of communication technologies in the 21st century, learners could
easily access to information needed by them at their fingertips. The existence of technology
paves the way to communicate with multiple people from different parts of the world using
different platforms. As Thomas Freidman wrote in his book “The World is Flat,” the internet
itself has flatten the world, where people from all walks of life, location, culture and age can
access and exchange the same information at the same time.
2
Before we go further, let us familiarize ourselves with the basic terms and concepts
associated in communication.
Definition of Terms
Messages: refer to any form of communication (information, feelings, and ideas) passed or
transmitted using a channel. Turow (2007) described them(messages) as a collection
of symbols that appear purposefully organized (meaningful) to those sending or
receiving them.
Media: are the methods or tools in which information can be exchanged and communication
can be facilitated.
Media and Information Literacy: refers to the essential competencies (knowledge, skills,
attitudes) that allow citizens to engage with media and other information providers
effectively, and develop critical thinking and life-long learning skills for socializing
and becoming active citizens.
What’s More
There are two types of communication that we usually engage into namely:
interpersonal communication and Interpersonal communication. Both are
mediated by technology to allow easy form of feedbacking.
Activity 2: List down scenarios on mass communication and interpersonal
communication. Copy the matrix in your in your activity notebook.
3
What I Have Learned
Practice your skills and knowledge further by answering the attached Learning
Activity Sheet on Introduction to Media and Information Literacy. Write your answer in
your activity notebook.
What I Can Do
To foster better communication to develop strong relationship with other people, create
a “talk show” making your household members are the “guests.” Follow the outline
below in developing your talk show.
Run time
Topic for Discussion
Name of guests
2.
3.
4.
5.
4
Lesson Media, Society, Culture
2 and You
Grade 12, Second Semester, Q3- Week 1
In this lesson, you will be exposed to the various influences of media in our culture and
society. In addition, you will explore examples on how media is used to persuade and change
the level of perceptions of people on things around them.
What I Know
Directions: Locate the given words in the Puzzle Map below. These words are
terms that you will be acquainted with as you go further in this
lesson.
5
What’s In
In the previous lesson you were able to learn the basic concepts of media and
information literacy, its brief history as well as its importance in man’s everyday life.
In this lesson, you will explore on how media affects man’s decision making in
choosing a product, how information shared through media shapes a society by
promoting an advocacy and how different ways of persuasion can change man’s level
of perception in either promoting a product or an advocacy.
What’s New
Activity 3: Look closely at the posters of cigarette brands below. Examine them
carefully whether they are effective or not in urging the consumers
to buy them.
6
Poster A (Kim) Poster B (Marlboro)
1. 1.
2. 2.
3. 3.
4. 4
What Is It
There are seven (7) guiding principles of persuasion for advertisers to attract
people to patronize their products (Dr. Robert Cialdini, 2001).
What’s More
7
Begin here:
What is the advocacy message?
What Can I Do
Media can easily influence our way of perceiving things around us. To
demonstrate such effect, choose a song that is currently popular among the youth.
Directions: Listen to the lyrics of the song repeatedly and familiarize yourself with it.
Write the lyrics of the song in your activity notebook.
8
Lesson
Brief History of Media
3
Grade 12, Second Semester, Q3- Week 1
In the previous two lessons, you learned the various influences of media in the
communication processes among individuals. In this lesson, we will look back briefly on the
history of media and how it evolves through the years; and its impact to our culture and society.
What I Know
What’s In
In the previous lesson, you were able to learn that man’s level of perception can be
affected on the media and kind of persuasion used in promoting a product or an advocacy.
Ultimately, this affects the way of life of humans thus changing society, its culture and you
which is belonging to that society from time to time. In this lesson, we will explore on how
media evolve as time goes by to meet the demands of a changing society and you from time
to time.
9
What’s New
Column A Column B
Typewriter
Television
Personal Computer
Telephone
Radio
Phonograph
What Is It
The printing press paves the way of easy access to information ending the elite’s
manipulation of knowledge. The printed words which can now be produced in masse, and
cheaply, have become instrumental in giving birth to Protestantism, revolutions, the industrial
revolution, and eventually our current state.
Pre-Industrial Age
1041: Movable clay type printing in China.
1440: The first printing Press in the world by the German goldsmith Johannes Gutensberg.
1447: First printed advertisement in a book by William Caxton
10
Industrial Age (1700 to 1930)
Early 1900s: Start of the golden age of television, radio, and cinema
1918: First colour movie shot “Cupid Angling”
1920: Invention of TV by John Logie Baird and First Radio Commercial Broadcast by KDKA
radio station a daughter company of Westinghouse Electric and Manufacturing
Company.
1923: The first news Magazine was launched—TIME
1927: First TV transmission by Philo Farnsworth
What’s More
Activity 6: List down any communication medium or platform (with a brief description)
not included on the list of timelines of milestones in media evolution.
Media/platform Description
11
What I Have Learned
To put into use the things you have learned, answer the attached Learning
Activity Sheet on Introduction to Brief History of Media.
What I Can Do
Choose a social media platform that you are comfortable with and post the
Media Evolution Timeline you have created with a brief description. Submit the link to
your instructor.
12
Lesson Communication Models and
4 Theories
What I Know
What’s In
In the previous lesson, you were able to learn how evolution of media as years go by
affected culture and society. In this lesson, you will explore and understand the different kinds
of communication models. As such, understanding these three models will help you determine
which appropriate communication model must be used in a certain scenario on every media
you intend to use.
13
What’s New
Column A Column B
LINEAR MODEL
▪ One-way communication
▪ Used for mass communication
▪ Senders send message and receivers
receive only
▪ No feedback
▪ Concept of noise
TRANSACTIONAL MODEL
▪ Used for interpersonal communication
▪ Senders and receivers interchange roles
▪ Simultaneous feedback
▪ Context of environment and noise
▪ Feedback is taken as a new message
INTERACTIONAL MODEL
▪ Used for new communications like
internet
▪ Slower feedback in turns
▪ Concept of field of experience
▪ Known as convergence model
▪ Communication becomes linear if
receiver does not respond
14
What Is It
The three basic communication models: Linear Model, Transactional Model, and
Interactive Model. Below is an illustration that shows the descriptions as well as the pros
and cons of each model.
Source : https://www.businesstopia.net/communication
15
What’s More
Activity 8: Based on personal experience, provide a scenario for each model. Copy
the matrix below and write your answer in your activity notebook.
What I Can Do
To conclude this lesson, choose one communication model and create a scenario
(video, an audio recording, a comic strip, a script, a post) illustrating your chosen model. Then,
send your output to your teacher.
16
Summary
1. People have to be media literate, information literate, and technology literate to
live a full life in the 21st century.
2. Media and information literacy will enable us to access, analyze, and respond
to a range of media which will make our life more enjoyable.
3. The 21st century is about access to information. The challenge is in getting the
right information by analyzing and filtering.
5. Media can influence individuals, societies, and culture. It serves as a good tool
to engage citizens into responding to social advocacies and development issue
17
Assessment: (Posttest)
Multiple Choice. Circle the letter of the best answer from the given choices.
2. It refers to the communication between two persons, whether they are verbal or
non-verbal.
A. Interpersonal Communication C. Mass Communication
B. Mediated Communication D. Face to Face Communication
4. A media literate person can access, analyze, and respond to a range of media.
A. False B. True C. Maybe D. Neither
18
Answer Keys
5. B 10. B 10. D 5. B
4. D 9. C 9. B 4. B
3. A 8. D 8. C 3. C
2. B 7. C 7. D 2. B
1. A 6. A p 6. B 1. B
PRE-TEST: WHAT I KNOW ASSESSMENT
ACTIVITY ANSWER
MEDIA* MEDIA YOU USE**
Twitter
1 Facebook
e-mail/Outlook
Telephone/CP
*Student may add besides the first six. **Answer is subjective. The student must have at least one answer.
Answers are varied. Please refer to the definition of mass communication and
2
interpersonal communication.
POSTER A POSTER B
1. Probable answer: Yes, because she is 1. Probable answer: Yes, because he is
beautiful and sexy/attractive. beautiful and macho/attractive; a cowboy
2. Subjective answer. Must contain the 2. Subjective answer. Must contain the
3 reason why the student was persuaded. reason why the student was persuaded.
3. Smoking is attractive/sexy/attracts the
3. Smoking is for macho men.
opposite sex.
4. Subjective answer; must contain 4. Subjective answer; must contain
reason/s. reason/s.
The number of children a couple must have must be planned by the couple to give them
a better future.
4 Persuasion technique: Authority, Department of Health (DOH)
Answer is subjective. The student must mention elements in the video, or site current
Philippine situation that proves or disproves his/her answer.
Answers are varied. Student must provide the name of the medium/app/platform and
6
write a brief description about it.
7
8 Answer will vary. Please refer to the definitions. Student must give at least an example.
9 Student must mention translating the language into vernacular, and larger texts.
10 Answers are varied; however, all boxes must be filled.
11 All four examples are FAKE.
12 1. TL 2.TL 3. IL 4. ML
Books
Arias, Eric. “How Does Media Influence Social Norms? Experimental Evidence on
the Roles of Common Knowledge.” Political Science Research and Methods
7, no. 3 (2019): 561-78 Doi:10.1017/psrm.2018.1.
Websites
“Block & White ‘Color Difference.” No.12 Yellow Brick Road. Published on April 14,
2016. YouTube video, 00:16 https://youtube.com/watch?v=Wqbw5YvzH_M
“Family Planning TVC 2014.” Department of Health Philippines. Published on June 10,
2014. YouTube video, 00:48 https://youtube.comwatch?v=2pNWpojebjc
Poepsel, Mark. Media, Society, Culture, and You. Southern Illinois University
Edwardsville. 2018. https://press.rebus.community/mscy/
21
“Timeline of the Evolution of Mass Media”. National Institute of Mass Communication
& Journalism, Ahmedabad.https://nimcj.org/blog-detail/timeline-of-the-
evolution-of-mass-meddia.html
UNESCO IITE. Educating for the Media ad the Digital Age. Austria. 1999.
http://www.unesco.org/new/en/communnicatioin-and-information/media
development/media-literacy/mil-as-composite-concept/
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