12

COREDevelopment Team of the Module

Media and Information Literacy
Midterm–Module 1: Week 1
Introduction to Media and
Writer: Jake B. Gonzales, SST II
Editor: Arriane Apple S. Lacson, MT I
Reviewer:
Management Team:
Edcelle D. Canlas, MT I
Ariel L. Banal,School Head
Mark Anthony C. Manicdao, MT I

Information Literacy

Published by the Department of Education, Schools Division of Pampanga,

Ayala High School

Office Address: Rice Village, Ayala, Magalang, Pampanga

E-mail Address: ayalahs306938@gmail.com

Content The learner demonstrates understanding of media and

Standard information literacy (MIL) and MIL related concepts.
The learner organizes a creative and interactive symposium
Performance
for the community focusing on being a media and information
Standard
literate individual.
Learning  Describes how communication is affected by media and
Competencies information
 Identifies the similarities and differences of media literacy,
information literacy, and technology literacy
 Editorializes the value of being a media and information
 literate individual
 Identifies characteristics /describes a responsible uses
and competent producers of media and information.

Formative Assessment: Write your answer in your answer sheet.

Essay
1. What is communication?
2. Why do we communicate?
3. How we communicate?
LESSON 1 Introduction to Media and Information
Literacy

A. According to channels used:

1. Verbal Communication
Verbal Communication refers to the form of communication in which message
is transmitted verbally; communication is done by word of mouth and a piece of
writing. When we talk to others, we assume that the others understand what we are
saying because we know what we are saying. But this is not the case. Usually, a
person brings their own attitude, perception, emotions and thoughts about the topic
and hence creates a barrier in delivering the right meaning. This is further explained
by Herbert Blumer’s third premise of Symbolic Interactionism. According to him, an
individual’s interpretation of symbols is modified by his or her own thought
processes. This is why it is important for the sender of the information to put him or
herself into the shoes of the receiver.
Verbal communication can be subdivided into two, oral communication and written
communication.
1.1 Oral Communication
In oral communication, Spoken words are used. It includes face-to-face
conversations, speech, telephonic conversation, video, radio, television, voice-over
The Internet. In oral communication, communication influence by pitch, volume,
speed and clarity of speaking.
1.2 Written Communication
In written communication, written signs or symbols are used to communicate. A
written message may be printed or handwritten. In written communication message
can be transmitted via email, letter, report, memo etc. The message in written
communication, is influenced by the vocabulary and grammar used, writing style,
precision and clarity of the language used.
Written Communication is most common form of communication being used in
business. So, it is considered core among business skills.
Memos, reports, bulletins, job descriptions, employee manuals, and
electronic mail are the types of written communication used for internal
communication. For communicating with the external environment in writing,
electronic mail, Internet Web sites, letters, proposals, telegrams, faxes, postcards,
contracts, advertisements, brochures, and news releases are used.
2. Non-verbal Communication
Nonverbal communication is the sending or receiving of wordless messages.
We can say that communication other than oral and written, such as gesture, body
language, posture, the tone of voice or facial expressions, is called nonverbal
communication. Nonverbal communication is all about the body language of the
speaker.
Nonverbal communication helps receiver in interpreting the message
received. Often, nonverbal signals reflect the situation more accurately than verbal
messages. Sometimes nonverbal responses contradict verbal communication and
hence affect the effectiveness of the message.
Nonverbal Communication has the following three elements:
2.1 Appearance
One’s appearance in nonverbal communication plays a significant role in
conveying the message. When someone speaks, the way he or she looks can
determine how message will be received. For example, job interviews require
interviewees to wear corporate clothes. Even though your appearance may not be
necessary to determine whether or not you are fit for a post, the interviewer can
perceive the way you look as a sign of professionalism or lack thereof.
Even the surroundings where communication takes place can affect the
process. It can set the tone and mood in conversations. This is why films spend a
considerable amount of time, effort and money in locations and settings. By
manipulating the area where a scene will happen, they can affect the emotions of the
viewers as they watch. Take dates in romantic comedies for example. Usually, when
the guy takes the girl out to dinner, it will happen in a rustic restaurant, adorned in
French décor, with a flattering low lighting. After all, this is much more romantic to
many than a date in a fast food chain.
2.2 Body Language
Words are primarily the means we use in communication. By using a
common language between two conversing parties, a message can easily be sent
and received. However, in face-to-face conversations, words are hardly the only
thing that receiver process. They also take our body language into account. The way
one acts as he or she speaks, whether he’s fidgeting or standing stolidly, the receiver
adds in that in the block of information to process. Fidgeting may be taken as sign of
nervousness or anxiety, and affect the meaning of the words that are verbally
expressed.
2.3 Sounds
In communication, it is often the way words are said, not the actual words
themselves that can determine the success of conversation. Tone, pace, and volume
are considered in understanding the true meaning of what someone is saying. For
instance, a raised voice can be taken as a sign of anger, a hurried pace can mean
annoyance, and a condescending tone is often understood as sarcasm.
B. Types of Communication Based on Purpose and Style
Communication is used for many things. It is
means to express, inform, entertain, and interact.
The communication is done can also vary
depending on the message to be delivered, the
audience that it will be delivered to, and purpose
why it is being delivered. There are two types of
communication depending on style and purpose,
formal and non-formal.
1. Formal Communication
Formal communication mostly takes place professional settings. This is the
type of communication practiced in corporate meetings, conferences, academic
seminars, political sessions, and juridical proceedings. Its primary purpose is
information dissemination to concerning parties that are involved in certain types of
official businesses.
This type of communication abides by a set of pre-determined guidelines in
delivering a message. Due to its formal nature, there is a great emphasis on
observing proper grammar and correct pronunciation. Accuracy and strict obedience
to traditional rules are encouraged. Slang and foul language are strongly
discouraged. Remember the roughness does not earn you points in formal
communication.
2. Informal Communication
Informal communication is the most commonly used
form of communication. It takes place in our daily
interaction with one another. It happens in ordinary settings
between friends, family, classmates, and practically anyone
who wishes to speak with another. Simply put informal
communication in casual talk.
This type of communication can be used for all
purposes. It is not as restricted as its counterpart, though it
does not require to anyone to be accurate in form,
structure, and even content. Colloquial speech offensive languages are acceptable.
As long as you get your messages across, informal communication does not place
great emphasis in the way it is delivered.
Media Literacy, Information Literacy, and Technology Literacy
The National Association for Media Literacy Education (NAMLE USA) defines
Media Literacy as the ability to access, analyse, evaluate, and communicate
information in a variety of forms, including print and non-print messages. According
to Yale University, this involves the ability to synthesize, analyse and produce
mediated messages.
The Association of College and Research Libraries (ACRL USA) defined
information literacy as a set of abilities requiring individuals to “recognize when
information is needed and have the ability to locate, evaluate, and use the needed
information effectively.”
The New York State Education Department (NYSED) defines technology as
the understanding of the concepts behind computing equipment, network
connectivity, and application software; the skills to responsibly use appropriate
technology to access, synthesize, evaluate, communicate, and create information to
solve problems and improve learning in all subject areas; and ability to acquire new
knowledge for on-going and lifelong learning in 21st century global workplace.
Individuals can be benefited in being media and information literate. Through
media and information literacy, individuals can attain the following:
1. Significant improvement of quality of life
2. Greater political participation
 3. Better economic opportunities
4. Improved learning environment
5. Developed and unified social units
The Communication Process
Communication process though complex can be simplified through
communication models. The idea of communication as information processing was
firmly established by Claude Shannon, a Bell telephone company research scientist
who developed a mathematical theory of signal transmission. His theory focused on
solving technical problems with sound transfer instead of the meaning of a message
or its effect on the listener.
In Shannon’s model, the Information source typically refers to a person, who
then sends a message with the use of a transmitter. This transmitter could be any
instrument today, from phones to computers and other devices. The signals that are
sent and received can vary depending on the method of communication. The box at
the bottom called NOISE refers to any signals that may interfere with the message
being carried. This again would end of the line that delivers the message to its
destination, r the person intended to receive the message.
S – Source
The source or sender is the origin of the message. According to Berlo, the following
are factors affecting the source.
Communication Skills
The ability to communicate effectively is a skill worth honing. In
communication, the way words are said is critical in delivering the right message and
ensuring that it is received well. The source should be eloquent in speech. Correct
pronunciation, proper use of pauses, and neutral or understandable accent are just
some of the variables affecting our communication skills. If one could utilize all these
in conversation, then the process of communication can be a complete success.
Attitude
Attitude is to make or break a person. Talent can only get you far enough, but
without the right attitude, you can never get to your destination. The same is true in
communication. No matter how well composed your message is, without appropriate
attitude, you will never get your information across. For instance, if you intend to
persuade people towards a certain cause, your audience must hear that your heart is
in the same cause, or else you won’t get your desired effect.
Knowledge
In communication, the source must be able to display his or her knowledge of
the topic of conversation. This does not necessarily mean throwing a lot of
information, or using highfaluting words. This simply means delivering the message
clearly. Speaking straight to the point, without comprising thoroughness is important
to make your audience truly understand your message. Conveying the message with
enough information is source’s test of knowledge.
Social System
Merriam-Webster’s dictionary defines the social system as patterned series of
interrelationships existing between individuals, groups, and institutions forming a
coherent whole. It is the same set of beliefs religious group share, the social norms
accepted in communities, the house rules of a family. Social systems are the world
where people having something in common live in.
As a source, it is important to consider the social system of your audience in
starting the communication process. This is because people belonging to different
social systems receive and process information differently. Even if a source delivers
the same message to two people that do not share the social system, it can have two
differing interpretations. Consider a source sharing a list of restaurants that serve the
best steaks in the country. If he delivers that to a group of meat lovers, he would
definitely have their attention and maybe even receive positive feedback. However, a
group of vegans might be uninterested or even take offense in the same message.
Culture
Sources must consider the culture of their audience in communication. In
doing so, a source can show respect towards his or her listener’s cultural
background.
M-Message
Message pertains to any information that is passed through communication.
Based on Berlo’s model, any message is comprised of the following:
Content
In communication, the sender of the message must translate his or her
thoughts into understandable words or illustrations. This translated information is
also known as the content. Since the content of the messages is what a receiver
primarily processes in communication, it is considered as the most important
ingredient of the message. According to Berlo, content has to be sensible, accurate,
crisp, and related to the thought. By ensuring that content meets these guidelines,
misunderstanding can be avoided.
Element
Imagine taking a history class from a professor who is glued to his chair. Now
picture him looking down on his notes all the time as he monotonously rambles on
and on about dates, revolutions, and heroes. Sound like a snooze fest right? This is
because words alone do not make up a good message. A message should be
delivered with postures, gestures, movement, and facial expressions. These
elements make sure that a message will have an impact on the receiver.
Treatment
Berlo states that treatment is actually the way one treats his message and
how he conveys it to the listeners. It is important to know the message to determine
the right way to deliver it. For example, if you are trying to reprimand naughty
children, you will not do so by sweet talking to them into obedience, you will do so
firmly.
Structure
Whenever you tell a story, you will always start at the beginning. When you
give instructions on fixing a phone, you go through it from the first step down to the
last. When you read a novel, you begin with the prolog and end with the epilog. Much
like these examples, a message must be delivered with a certain structure. This
ensures that the message is received according to the thoughts of the sender.
Code
The code is the use of all the components in the message. One must be able
to use the right content, element, treatment, and structure, according to the thought
of the sender. Through using accurate code, distortion of the message can be
avoided. For example, if you say “I’m pleased to meet you”with a blank expression,
and monotonous tone, your listener might think that you are not truly pleased to meet
him. The right code ensures that the receiver has the right message to encode.
C-Channel
Channel refers to the medium and how the information flows from the sender
to the receiver. (Berlo, 1960) According to him, sight, smell, taste, touch, and hearing
are the primary channels human beings used in communication
Medium pertains to the tools used in communication. It can be
R-Receiver
Receiver refers to the listener of the message. While the source is in charge
with the encoding process of communication, the receiver does the decoding.
Decoding is the process where the listener or the receiver processes the message of
the message of the source and then responds accordingly.
Berlo further explained that in order to have a smooth conversation between
the source and receiver, they should share the same platform, have a good
communication skills, exhibit the right attitude, and have same level knowledge.
However, this set up rarely if it happens in real life communication.
While Shannon and Berlo’s models are linear in structure, Wilbur Schramm Activity 1: Picture Analysis: Describe and explain your own idea with the following
adapted Osgood’s theory to develop a circular communication model. pictures. Write your answer in your answer sheet.
 B.
The role of Media and Information in Effective Communication
Most households have television, cars have radios, many take their morning
coffee with a newspaper, everybody has a smartphone, and computers are
everywhere. Indeed, the media has become a constant in the lives of everyone. It is
not surprising that because of this, media and information plays a vital role in
effective communication.
 It makes the world a smaller place
Today, at any given point in time, a person can be connected to anyone else in
the world. Communication between two parties from the opposite sides of the world
is now possible. Social media platforms brought people from different locations,
background, culture, and race together. Dating websites have even made love
possible cross continents. Apart from direct communication, today’s media created
bridges between countries. If one needs information about a place they’ve never
been to, all he or she needs to do is look it up on the web. Even news channels are
now broadcasting internationally. Disney had it right when they wrote the song “It’s a
small world.” Thanks to media, this has become more factual than just some cute
tunes for children.
 It makes communication convenient
Gone are the years where people send telegrams and snail mails to one another.
Now two people communicate with another without the long wait for replies or the
worry that their messages won’t be received in a timely manner. With the existence
of email and various messaging sites and apps, communication has become faster
and easier.
 It shapes public opinion
This is perfectly illustrated in surveys conducted before elections. When a TV
network broadcasts the results of recent survey, they do more than just inform the
public where their candidates currently stand. They also affect the decision-making
process of their listeners in the upcoming elections.
 The Media and Information Producers and Users
Various headhunter websites describe Media Producers as someone who
overseas projects (e.g. films, TV shows) from conception to completion and may also
be involved in the marketing and distribution processes. In recent years, however,
media producers now include those who contribute intellectual or creative content in
both the traditional media platforms (print, radio, and TV) and new media (internet).
Media users refer to the audience or consumers of media. They are the receivers of
information disseminated by media producers. The producer and user can
alternatively act as both in the process of communication.
Producers and users of media and information may have the following
purpose:
1. To inform
2. To educate
3. To Entertain
4. To advocate
5. To promote business
6. To increase network
The Media Habits, Lifestyles, and Preferences
Users consume media according to their habits, lifestyles and preferences.
These three determine the types and forms of media that an individual is likely to
patronize. Individual’s choice of media platform, use of the platform, and frequency of
usage determine his or her media persona.
 A person’s normal use of media pertains to media habits. For instance, most
people regularly grab and read newspaper every morning to get the latest
information on the happenings in the country.
Media lifestyle, on the other hand, refers to a person’s use of media based on
his r her lifestyle. This includes the styles, interests, and attitudes of individuals. For
example, sport active individuals may use The Internet to find to search for the
fashion and entertainment updates. Moreover, media preference pertains to a
person’s choice of media platform. The media preference of an individual may be
affected by the accessibility, availability, affordability, and convenience of media
platform. For example, everyone needs to be informed on the daily news. And there
are many media platforms that can be sources of news. However, some people
prefer newspaper because it can inexpensively availed just at the corner of the street
r delivered straight from the doorstep of the users.
Activity 2: Formative Assessment: Describe and explain your own idea with the
following pictures. Write your answer in your answer sheet.

C.

A.

B. Create your own definition and examples inside the Venn Diagram

D.
SUMMARY
 C. Oral Communication
D. Written Communication
2. Broadly defined as data, knowledge, or instructions through the signals or
symbols.
A. Communication
B. Information
C. Media
D. Technology
3. This is the type of communication practiced in corporate meetings, conferences,
academic seminars, political sessions, and juridical proceedings.
A. Formal Communication
B. Informal Communication
C. Non-verbal Communication
D. Verbal Communication
4. It refers to tools used by the source to disseminate information to the receivers
A. Information
B. Literacy
C. Media
D. Technology
5. It pertains to any information that is passed on through communication
Post-test A. Media
B. Message
1. Type of communication that uses spoken word?
C. Receiver
A. Formal Communication
D. Source
B. Non-verbal Communication
6. The ability to access, analyzes, evaluate, and communicate information in a A. Formal Communication
variety of forms, including print and non-print messages. B. Informal Communication
A. Communication Literacy C. Non-verbal Communication
B. Information Literacy D. Verbal Communication
C. Media Literacy 10. Refers to the listener of the message. While the source is in charge with the
D. Technology Literacy encoding process of communication, the receiver does the decoding. Decoding is
7. A set of abilities requiring individuals to “recognize when information is needed the process where the listener or the receiver processes the message of the
and have the ability to locate, evaluate, and use the needed information message of the source and then responds accordingly.
effectively.” A. Information
A. Communication Literacy B. Message
B. Information Literacy C. Receiver
C. Media Literacy D. Sender
D. Technology Literacy
References
8. The understanding of the concepts behind computing equipment, network
connectivity, and application software; the skills to responsibly use appropriate Books
technology to access, synthesize, evaluate, communicate, and create information
 K to 12 Senior High School Core Curriculum – Media and Information Literacy
to solve problems and improve learning in all subject areas; the ability to acquire December 2013
new knowledge for on-going and lifelong learning in 21st century global
Websites
workplace.
A. Communication Literacy  https://sites.google.com/prod/view/elearningmil/lessons/introduction-to-media-
B. Information Literacy and-information-literacyIllustrations
C. Media Literacy  https://sites.google.com/prod/view/elearningmil/lessons/introduction-to-media-
D. Technology Literacy and-information-literacy/media-literacy-information-literacy-and-technology-
9. A form of communication in which message is transmitted verbally; word of literacy
mouth and a piece of writing do communication?
 https://www.slideshare.net/arnielping/media-and-information-literacy-
communication

Illustrations

 Cover page, https://americanlibrariesmagazine.org/wp-

content/uploads/2016/09/editions-media-mentor1.jpg