Media and Information

Literacy
Introduction to Media and
Information Literacy
Lesson
Introduction to Media and
1 Information Literacy

At the end of this lesson, 75% of the students should be able to:
1. Describe how much media and information affect communication
(MIL11/12IMIL-IIIa-1);
2. Identify the similarities and differences of media literacy, information literacy, and
technology literacy (MIL11/12IMIL-IIIa-2);
3. Editorializes the value of being a media and information literate
individual. (MIL11/12IMIL- IIIa-3);
4. Identifies characteristics /describes a responsible user and competent
producers of media and information (MIL11/12IMIL-IIIa-3);
5. Share one’s media habits, lifestyles and preferences (MIL11/12IMIL-IIIa-4);
6. Define information needs; can locate, access, assess, organize, and
communicate
information (MIL11/12IL-IIIc-8);
7. Demonstrate ethical use of information (MIL11/12IL-IIIc-9).

Communication is broadly defined as the imparting and exchanging

of information or news (Retrieved from https://www.merriam-
webster.com/dictionary/communication on October 31, 2018).

Different Types Communication Medium

 Communication Medium How it Works
Person to person interaction using one’s
Conversation voice as the tool to deliver the message.
One to many interaction using one’s voice as
Public Speaking the tool to deliver the message to a large
number of people, at any given time.
Written messages in whatever form, usually
Documents/ Letters/ Mails on paper and print.
Messages rendered in the form of paintings,
Visual Art drawings, photography, videos, images, and
the like, that conveys specific emotion, idea
or thought.
Physical things such as tarpaulin billboards,
Physical Medium posters, in- package information contained in
product packaging, and the like.
Digital and electronic means to convey
Digital/ Interactive messages such as website or computer
application, primarily by the use of internet.

WHAT IS MEDIA?

Media refers to various channels of communication between a person or persons and

their intended audience. Television, radio, newspapers and the internet are different types of
Media. One of the oldest forms of media is print. Media shapes our perceptions of what is
real.

Media are the things or gadgets that we use in order to convey the details of the
information that we want to impart or communicate to people, and the society in general. It is
use as a medium to communicate the information. Hence, communication and media are
directly interrelated, such that media serves as a platform by which one can meaningfully
express and communicate oneself.

Furthermore, a specific media (thing/ gadget) can either be a Source of Information, a

Medium of Communication, or both. A media is considered a source of information if the use
of the media provides knowledge and information about something, while a media used as a
channel to convey information is considered a medium of communication. A media can also
be simultaneously used both as a source and a medium of information.

Key Concepts of Media and Information Literacy

A. Literacy- The ability to identify, understand, interpret, create, communicate and

compute, using printed and written materials associated with varying contexts.
Literacy involves a continuum of learning, wherein individuals are able to
achieve their goals, develop their knowledge and potential, and participate fully
in their community and wider society.
B. Media- The physical objects used to communicate with or the mass
 communication through physical objects such as radio, television, computers,
film, etc. It also refers to any physical object used to communicate messages.
C. Media Literacy- The ability to access, analyze, evaluate, and create media in a
variety of forms. It aims to empower citizens by providing them with the
competencies (knowledge and skills) necessary to engage with traditional media
and new technologies.
D. Information- A broad term that covers processed data, knowledge derived from
study, experience, instruction, signals or symbols.
E. Information Literacy- The ability to recognize when information is needed, and
to locate, evaluate, and effectively communicate information in its various
formats.
F. Technology (Digital) Literacy- The ability of an individual, either working
independently or with others, to responsibly, appropriately, and effectively use
technological tools. Using these tools an individual can access, manage,
integrate, evaluate, create and communicate information.
G. Media and Information Literacy- The essential skills and competencies that
allow individuals to engage with media and other information providers
effectively, as well as develops critical thinking and life-long learning skills to
socialize and become active citizens.

Lesson
The Evolution of Traditional
1.1 Media to New Media

Traditional media, or as some check with as previous media, has

been employed in the marketing/advertising world for years. Once associated
with advertising, ancient media encompasses that of TV, newspaper, radio
and magazine ads. These sorts of communication area unit the steadfast
ways in which businesses have reached each customers and alternative firms
for many years.
New media is that the way forward for advertising. Additional and
additional customers and businesses accept new media to seek out their info.
Ultimately, new media refers to content that’s simply accessible via many
various sorts of digital media. Once associated with advertising, some
samples of new media embody on-line advertising (retargeting, banner ads,
etc.), on-line streaming (radio and television) and social media advertising.

INDUSTRIAL AGE (1700s-1930s)

A printing press is a device for applying pressure to an inked surface resting upon a print
medium (such as paper or cloth), thereby transferring the ink. Typically used for texts, the
invention and spread of the printing press was one of the most influential events in the
second millennium.

Printing press for mass production (19th century)

 People used the power of steam, developed machine tools, established
iron production and manufacturing of various products (including books through
the printing press).
 The telegraph key used to send the famous message “What Hath God Wroght” over the
prototype telegraph line between Baltimore and Washington
D.C. in 1844 (Smithsonian American Art Museum)

Telegraph (1844)

A typewriter
is mechanical
a or
electromechanical machine for
writing characters similar to
those produced by printer’s
movable type. A typewriter
operates by means of keys that
strike a ribbon to transmit ink or
carbon impressions onto paper.
Typically, a single character is
printed on each key press.

Typewriter (1800)
ELECTRONIC AGE (1930 - 1980)
People harnessed the power of electricity that led to electrical telegraphy, electrical
circuits and the early large scale computers (through vacuum tubes, transistors and
integrated circuits). In this age, long distance communication became possible.

By early 1954, Texas Instruments

(TI) had perfected production to
the point that transistors became
cheap enough for use in
consumer items. TI decided that
a portable, handheld radio
offered the most mainstream

applicationof the new

technologyand approached
severallarge corporations
about producing the radio.

Transistor Radio (1954)

The television began its popularity in the 1940s. It was a novel item that everyone wanted
to have. People were amazed that they could go from simply hearing voices on the radio to
seeing their faces as they spoke. The television opened the doors for a variety of new
experiences for all Americans. This technology seemed like a large leap for society at the
time as it began to shape daily routines.

Television (1941)

April 11, 1976 – Apple releases its first Computer the Apple 1. Designed and hand- built by
Steve Wozniak, the computers are sold wholesale by “Steven” Jobs. To finance their
manufacturing, Wozniak sells his HP-65 calculator for $500, while Jobs sells his VW van.
Years later, in 2014, a working Apple-1 will sell at auction for $905,000.
Apple 1 Computer (1976)
New (Information) Age (1970-Present)
People advanced the use of microelectronics in the invention of personal computers,
mobile devices and wearable technology. In this age, the Internet paved the way for faster
communication and the creation of the social network. Moreover, voice, image, sound and
data are digitalized.
The computer considered by most historians to be the first truly portable computer was
the Osborne 1. Thai born book and software publisher Adam Osborne (1939–2003) was the
founder of Osborne Computer Corp, which produced the Osborne 1 in 1981.

The Computer
Image: Ben, Kolde, https://unsplash.com/photos/t9DooibgMEk

Facebook, American
company offering online social networking services. Facebook was founded in 2004 by
Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz, and Chris Hughes, all of whom
were students at Harvard University. Facebook became the largest social network in
the world, with more than one billion users as of 2012, and about half that number
were using Facebook every day. The company’s headquarters are in Menlo Park,
California.

Social Media
Image: Austin, Distel, https://unsplash.com/photos/tLZhFRLj6nY

A smartphone is a cellular telephone with an integrated computer and other features not
originally associated with telephones such as an operating system, web browsing, and the
ability to run software applications. Smartphones can be used by individuals in both a
consumer and a business context, and are now almost integral to everyday modern life.

Smart Phones
Image:Oleg Magni, https://unsplash.com/photos/E7FYfLSy9KM
The Difference Between Traditional Media and New Media
Let us try to compare this traditional media and new media, in the view of how this
Media being part in our daily lives today. As we continually interacting, listening and
exchanging ideas to each and every one. The New media is much appreciated and
completely being use in different form of communications. It allows its users to give their
opinions instantly. Take a look at the illustration below for you to come up with the total

distinction or similarity.

Media and Government

The Philippine Constitution state, in Section 4 Article III “No law shall be passed
abridging the freedom of speech, of expression, or the press, or the right of the people
peaceably to assemble and petition the government for redress of grievances.” This should
be a core foundation between media and government.
Normative Theories of the Press

Normative theories were first proposed by Fred Siebert, Theodore Peterson and Wilbur Schramm in
their book called “Four Theories of the Press”.

AUTHORITARIAN THEORY

Authoritarian theory describe that all forms of communications are under the control of the governing
elite or authorities or influential bureaucrats. 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.

SOVIET MEDIA THEORY

The Soviet Union was restructured with new political system based on the Marxist-Leninist principles.
The newly formed communist party by Lenin shows much interest in the media which serves to the
working class in the country and their welfares. So the Soviet originates a theory from Marxist, Leninist
and Stalinist thoughts, with mixture of Georg Wilhelm Friedrich Hegel ideology is called “Soviet Media
Theory” is also known as “The Communist Media Theory”. The same theory was developed and
followed by Adolf Hitler’s Nazi in Germany and Benito Mussolini in Italy.

MARXIST THEORY

The basis upon which our analysis, perspectives, programme, and participation in the movement are
based. It is our “guide to action” and is why the International Marxist Tendency places so much
emphasis on political education.

MARXIST THEORY AND LENINIST THEORY

The crimes we shall expose are to be judged not by the standards of Communist regimes, but by the
unwritten code of the natural laws of humanity.

(Source:Stéphane Courtois [The Black Book of Communism, Crimes, Terror, Repression, with
Nicolas Werth, Jean-Jouis Panné, Andrzej Paczkowski, Karel Bartoshek, and Jean-Louis,
Margolin, translated by Jonathan Murphy and Mark Kramer, Harvard University Press, 1999, p.3])

STALINIST THEORY

The method of rule, or policies, of Joseph Stalin, Soviet Communist Party and state leader from 1929
until his death in 1953. Stalinism is associated with a regime of terror and totalitarian rule.

GEORG WILHELM FRIEDRICH HEGEL

German philosopher who developed a dialectical scheme that emphasized the progress of history and
of ideas from thesis to antithesis and thence to a synthesis.
 LIBERTARIAN THEORY

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. The libertarian thoughts are exactly against or opposite to
the authoritarian theory which means the authoritarian theory says “all forms of communication works
under the control of government or elite like king”.

SOCIAL RESPONSIBILITY THEORY

Allows free press without any censorship but at the same time the content of the press should
be discussed in public panel and media should accept any obligation from public interference
or professional self-regulations or both. The theory lies between both authoritarian theory and
libertarian theory because it gives total media freedom in one hand but the external controls in
other hand.

Funtion of Communication and Media

(According to McNair communication and media function)

Monitoring Functions
Inform citizens of what is happening around them.
Example: In times of natural disasters, war, health scares, etc. Broadcast media (TV Patrol, 24Oras
and etc.)

Information Function
Educate the audience as to the meaning and significance of the “facts”; ability of the media to teach
the various norms, rules and values.
Example: Watching educative or documentary shows/programs like matanglawin, Ancient X files,
Super Book, Mathtinik and etc. (Broadcast Media).

Opinion Function
Provide a platform for public political discourse, facilitating the formation of provide a platform for
public political discourse, facilitating the formation of “public opinion” and feeding that opinion back
to the public from whence it came.
Example: Political forums like debates, hearings and speeches.

Watch Dog Role of Journalism

Give publicity to governmental and political institutions.
Example: Pork Barrel scandal (Bantay kaban, GMA special report). Bayan mo ipatrol mo (ABS-CBN
election coverage)

Channel for advocacy for political viewpoints

Serve as the channel for the advocacy of political viewpoints

Example: SONA media coverage
I