MEDIA AND INFORMATION LITERACY PEOPLE IN TV MEDIA

Module 5: People Media • personalities behind camera such as news

anchors, hosts, reporters, actors, script writers,
Since media is a powerful and perfect tool in
stage crew, advertisers, producers, and many
disseminating and conveying information from
others
across the globe, it cannot be avoided that media
personalities who are endorsers of several products
carry within themselves personal influence. They
bring forth knowledge and at times, they embody 2. Radio, can reach far and remote places and
what really media is. Even if the speech or is the most cost efficient among the
conversation they deliver does not pass the channels of mass media
channels of communication such as interpersonal
discussion, they continue to bring forth a message
that is passed from one listener to the next, thereby
giving a multiplier effect.

PEOPLE AS MEDIA
• take place when these media practitioners
become media themselves, possessing skills
needed in mass communication. People acquire
information passed on by media people.

PEOPLE IN MEDIA
• individuals involved in another media form.
These media practitioners use media forms such
as text media, visual media, multimedia and
many others in conveying information to others.
PEOPLE IN RADIO MEDIA
• both in the AM and FM stations, are composed
of broadcasters and reporters, commentators,
disk jockeys, radio actors, and radio singers.

CHARACTERISTICS OF MEDIA PRINT MEDIA

Television, radio, newspaper, magazine, and 1. Newspaper gives a detailed information,
outdoor media share a common characteristic of possesses a geographic flexibility, and best for
advantages and disadvantages as how these coupon delivery. It contains many sections
communication gadgets are perceived by people. resulting to a wider target audience.
1. Television is a blend of sound, sight, and
motion which can reach a mass coverage. It is
also intrusive (invasive).

2. Magazine also provides an array for specific

audience such as sports enthusiasts,
corporate people, business inclined
individuals, men, women, children and many
other types of readers. It also noted that magazines
have a longer lifeline.

PEOPLE IN PRINT MEDIA

• those who provide text as visual creativity in
conveying information. Print media
practitioners are writers/authors, editors,
columnists, reporters, visual artists,
photographers, and publishers.

OUTDOOR MEDIA
• give 24-hour exposure of those products and
services by placing billboards, advertising
posters, advertisements placed on the walls,
buses, planes and rail media in strategic places.
It is therefore considered as a “reminder media”.
 - used in road signage, directory in a building,
food packages' nutritional
Module 6: Text and Visual Information facts and webpage
Media creations since it provides
a minimalist appearance.
Examples of Sans Serif are
Arial, Calibri, Helvetica,
TEXT INFORMATION MEDIA Tahoma, and Verdana.
Formal & Informal Text
A text is a plain and flexible structure of
showing information and sharing concepts in ways
that can be seen on print either hand-written or SLAB SERIF
computer generated as well as can be presented on
screen. It is a very powerful tool in communicating, - gives a heavy look on print
distributing, and giving of information through a and is used for advertising
specific audience. News reports, books, magazines, billboards. Examples of Slab
newspapers, advertisements, research and many Seriff are Blackoak, Playbill,
other sources comprise formal text which will and Rockwell.
undergo a series of fact checks and can be subjected
to government scrutiny and censorship. On the
other hand, informal text can be personal opinions SCRIPT
that can be seen in emails, blogs, short message
- not used entirely in a text
services (SMS), chat boards and online messengers
since it shows brush-like
from various social networks (Cited from Philippine
strokes but can be used in
Commission on Higher Education, 2016).
wedding invitations and
formal events. Examples of
script fonts are Edwardian,
THE IMPORTANCE OF VISUAL Kunstler, and Vladimir.
COMMUNICATION
Text as Visual DECORATIVE

A typeface is also called a font which - manifests emotions such as fear, horror and
signifies the style of a text in digital structure and is celebrations or portrays thematic situations like
composed "of alphabets, numbers, punctuation summer, holidays,
marks, symbols, and other special characters" circus, cowboys, and
(Cited from Philippine Commission on Higher other special events.
Education, 2016). Decorative is best
illustrated in Chiller,
SERIF Jokerman, Curlz MT
fonts (Cited from
- used in formal presentation and more Philippine Commission
readable in big texts such as body of textbooks, on Higer Education, 2016).
magazaines, newspapers,
and scientifc publications.
Examples of Serif fonts are
Garamound, Baskerville, Visual Designs
and Times New Roman.
It becomes a forecast that in 2018 and
SANS SERIF onwards, eighty-four percent in marketing
communication will be visual such as images,
animated GIFS, or videos. Therefore, creative and
content makers investigate what type of visual
works are best in a specific target market.
4 Reasons Why Visual Communication has
a Big Impact
1. Visual communication relays message faster
because a picture can be seen in less than 1/10 of
a second compared to words which the brain
needs to process for quite a time.
Allison Boatman (2017) in her essay 4 Reasons
Why Visual Communication has a Big Impact
explains that Alex Chung, Giphy co-founder
thinks that a GIF has sixty frames of which is
equivalent to 60,000 words basically the average
novel may have. Images can be managed 60,000
times quicker than the brain reads the text.
Boatman (2017) further narrates, "Images and
video convey a richer experience than text-heavy
content alone. In a media landscape filled with
clutter, readers' attention is hard to acquire, and
even harder to retain. As a result, readers often
prefer to scan content rather than read word for
word. Keeping your material loaded tom with
visuals is a surefire way to relay your message in
less time."
2. Visual communication makes distinct message
which can be demonstrated in watching a movie
where you get the message right away. Unlike
reading novels where you let those words create
an imagination, thus, allowing readers to have
various interpretations.
"When reading for business, though, the
opposite is true. For business communications,
it's important that all readers are interpreting a
similar meaning, or risk a result of wasted time
and confusion. When sending a message for a
professional purpose, less room for
interpretation is what you want-it's a good thing"
(Boatman, 2017).
3. Visual communication gives a collective and
reliable experience through colors, logo, font,
graphics, imagery, icons, tones, voices that will
be used in branding and product marketing.
4. Visual communication provides good retention
of the information conveyed as pictures and
images are immediately stored in the long-term
memory and words in the short-term memory.
Boatman (2017) revealed, "A study about active
learning found that after 2 weeks, only 10-20%
of text (or spoken word) is recalled, compared
with visual information, where 50% of the
content was remembered".
DESIGN ELEMENTS
1. Point or Mark is considered the tiniest and the
simplest element which is noted as a signature of
the artist. These can be seen in the "size, value,
regularity or irregularity" that can be used as
unit to form a contour, shape in the drawing.
Marks can demonstrate a pattern in the design
like the works of Van Gogh. "Even though there
is only one point or mark on a white blank page,
it can catch our sight. If there are two points, we
will make a connection and see a line. If there
are three points, it is unavoidable to interpret
them as a triangle; the mind supplies the
connections. These are called as grouping, or
gestalt. Gestalt is the fundamental tool the
designer or artist uses to build a coherent
composition' (Park, n.d.).
2. Line has form with its width and length but
devoid of depth which is perfect in creating
outlines of an object. Mood in art is portrayed
through the direction of the lines. For instance,
horizontal lines project calm and a solitude
design while vertical lines show movement.
Diagonal lines on the other hand, also illustrate
movement with vitality.
3. Shape pertains to an area with lines and colors
that will provide dimensions, length, and width
resulting to a geometric or free-form design.
4. Forms speak of volume and mass as well as the
three-dimensional features of the image that
uses space. Forms can be seen from any angle.
5. Space having width, height, and depth are
three-dimensional volume which can be filled
with objects or plain empty. Designing a
twodimensional artwork inside a three-
dimensional design will create an illusion of
depth.
6. Color possesses three properties such as
primary colors (yellow, red, and blue), secondary
colors (mixing two primary colors), intermediate
colors (mixing primary and adjacent secondary
colors such lightness or darkness of hues), while
the third property of color involves intensity
known as chroma or hue's purity.

7. Texture pertains to the quality of the surface.

DESIGN PRINCIPLES

1. Balance depicts equilibrium having a formal

and informal balance in any of the types
such as horizontal, vertical, or radial
balance.
2. Proportion is the size and scale of a design
that will determine the relationship of
objects, parts, and the whole.
3. Perspective can be done through the object's
organization in a two-dimensional space. It
can highlight realism in visual images
through sizes of objects, intersect images,
and emphasize or blur pictures.
4. Emphasis will highlight focus and
dominance in an artwork through the use of
colors, shapes, values, and other techniques.
5. Movement in visual arts takes place when
the objects are artistically moving in a
direction using shapes, forms, lines and
curves.
6. Pattern is a repetitive motif in an artwork.
7. Repetition provides an active movement
and unity in the image.
8. Rhythm takes place when colors, shapes,
forms, spaces, lines, and textures are
rendered repeatedly, thus creating a visual
movement in the artwork.
9. Variety can be achieved by using strong
contrasts or presenting opposites making
the artwork more interesting.
10. Harmony is how the objects in the artwork
complement each other and can be
accomplished using rhythm and repetition.
11. Unity is the coherence of the artwork and
the relationship between the elements from
within