MEDIA AND

INFORMATION
LITERACY
Course Material No. 5

Mr. Edlord O. Malabanan

Subject Teacher
 MEDIA AND INFORMATION LITERACY • NU LAGUNA 2

Media and Information

Languages: Audience, Producers
and other stakeholders
WHAT WILL YOU
LEARN? FOCUS QUESTIONS

This course material is designed to

help you:
1. What is the language of media?
• Evaluate everyday media 2. How do the codes, conventions, and messages
and information with
regards to with codes, embedded in media affect its audience, producers,
convention, and messages, and other stakeholders?
in regards with audience,
producers, and other 3. How is the medium the message at the same time?
stakeholders

• Produce and assess the

codes, convention, and
messages of a group RESOURCES NEEDED
presentation

For this lesson, you would need the following resources:

PERFORMANCE STANDARD

The learner demonstrates • Media and Information Languages PPT

understanding of media and • Links to websites
information literacy (MIL) and MIL
related concepts. • Reference materials, tools, and equipment

CONTENT STANDARD

The learner organizes a creative

and interactive symposium for the
community focusing on being a
media and information literate
individual.
MEDIA AND INFORMATION LITERACY • NU LAGUNA 3

Pretest TABLE OF CONTENTS

Learning Activity 1
6
Before you start, try answering the following
questions.
Learning Activity 2
1. What is genre?
7
Audience, Producers,
8 and Stakeholders
2. What are media messages?

Effects of Media to its

9 Audience and
Stakeholders
3. What are media codes?

Performance Task:
10 Simple Media Creation

4. Give an example of media codes?

11 Post- test

Summary and Key

5. What are the angles of camera that you know?
12 Terms

References
13
 MEDIA AND INFORMATION LITERACY • NU LAGUNA 4

In today’s time, accessing information is undeniably fast

and easy. Though many websites provide information about

a variety of topics, this does not provide users the right to

use them without proper acknowledgement or citation.

Users should observe the proper way sending out

information. On the other hand, website administrators

https://publish.illinois.edu/theschubox/2015/09/16/media-controls-us/
should also carry out accurate and factual information only.

You have learned during our discussion about Media Sources that information is important

because acquiring it makes one knowledgeable in certain fields. It is also mentioned during our

synchronous lecture about Media Languages that one can understand the codes thoroughly if they

have a better understanding of genre. It will help you identify the difference in a certain area that

are using codes. For example, science fiction movie has a different way of telling a story than a

thriller but they both use codes. Therefore, both the producers of media and netizens should observe

ethical and proper use of information.

This Course material will discuss the standard procedures that media producers should

follow in order to come up with media platforms that will be beneficial to their stakeholders. There

are also certain protocols that users or researchers must follow to avoid violating the intellectual

rights of others.
MEDIA AND INFORMATION LITERACY • NU LAGUNA 5

Codes in Media Messages

Robert Young (2017) classifies media codes into three: symbolic codes, technical codes,

and written codes. “Conventions are expected ways in which codes are organized in a product”

(Young, 2017).

These codes and conventions in media language and the choices made regarding their

selection, combination, and exclusion influences “meaning in media products to create

narratives, to portray aspects of reality, to construct points of view, and to represent the world in

ways that convey messages and values” (“Media language”, 2017). In other words, being a

smart user of media also requires us to know exactly how these elements are put into play.
MEDIA AND INFORMATION LITERACY • NU LAGUNA 6

Codes are characterized as follows:

LEARNING ACTIVITY
AT FIRST GLANCE

For this LA, think of your favorite movie and answer the table below.
Be guided by the questions in the second column.

Movie Title:

What is the
climate/season and
landscape?
In the first shot where you
Setting
see the setting, what
does it show you?
What do those details
mean?

What do the setting, the

props, the costumes, the
Mise-en- lighting, and the
scene characters in one frame
of your choosing tell you
about the narrative?
 MEDIA AND INFORMATION LITERACY • NU LAGUNA 7

What are some notable

facial expressions, body
Acting language, vocal qualities,
and movement that the
main character employs?

What are the dominant

colors in the film? What
Color are some color
contrasts? What are the
color symbolisms used?

LEARNING ACTIVITY
I SPY

Think of that favorite movie you used in LA 1 again. Now look up the
theatrical poster for that movie and make a mini review of the poster
according to the following elements:
MEDIA AND INFORMATION LITERACY • NU LAGUNA 8

Movie Title:

What is the first

impression you get
from the design?
Design Does the movie fulfill
your expectations from
the movie poster
design?

How is the movie

poster laid out? What
Layout
does this layout say
about the movie?

What were the fonts

and font sizes used?
Typography What are the effects
achieved by such
elements?

What is the buzzword

employed? How is this
Buzzword
effective in enticing you
and/or
as the audience and
catchphrase
setting your
expectations?

Audience, Producers, and

Stakeholders
 MEDIA AND INFORMATION LITERACY • NU LAGUNA 9

https://merchant.id/content/melaunching-produk-pertama-anda-gagal-
lakukan-recovering/attachment/target-market-2/

The audience of different media platforms are the readers of print media, TV viewers,

moviegoers, and Internet users. Producers of media target these audiences by catering to their

interests and providing platforms that would suit their needs and preferences.

Producers regard the audience and the stakeholders as valued clients or customers who

patronize what they offer. Therefore, producers ought to provide them with what they need.

Effects of Media to its

Audience and Stakeholders
MEDIA AND INFORMATION LITERACY • NU LAGUNA 10

The Media and Television Review Classification Board (MTRCB) is responsible for screening

television programs and films, and evaluating the kind of message these programs send to the audience,

may it be comedy, romance, action, drama, or documentaries.

Psychologists claim that media can influence a child’s behavior in various ways. For instance,

children can learn violence and aggression from what they see on television. Many other studies show

both the positive and negative influences of media to its users. Therefore, media providers and

producers should offer platforms that reflect values acceptable to society and become allies in

safeguarding the welfare of the people who are both their audience and stakeholders.

https://www.nicepng.com/ourpic/u2w7a9q8w7q8a9q8_defining-target-audience-on-social-media-identify-target/

PERFORMANCE TASK2
Simple Media Creation
MEDIA AND INFORMATION LITERACY • NU LAGUNA 11

Review the key points from our previous lesson (Media and Information Sources). Use what you learned about
codes and conventions in creating either a Poster or a Collage. Please make sure to consider your target
audience when deciding about the theme, style and overall look of your simple media creation.

This activity is in collaboration with PERDEV. Kindly use your entry from your MENTAL HEALTH KIT #5 as
your content.

Output in MIL: Poster or a Collage about Mental Health Kit #5 in PERDEV

http://www.getloupe.com/v/cdazhc8v https://www.pinterest.ph/pin/2833
75001544117913/

https://www.keepntrack.com/mental-health-awareness-month/ https://www.artstation.com/artwork/4bQw2L
MEDIA AND INFORMATION LITERACY • NU LAGUNA 12

Post-test
Let’s Wrap Up. Congratulations, you are almost done with your week 5 course material. Now is the time
to look back to what you have learned from the lecture “Media and Information Languages”.

In the first column, share four (4) new and interesting information you have learned from this lesson.
In the second column, give four (4) practical applications where you can use these information.

What new and How can I use

interesting information and apply this
have I learned? information?

1. 1.

2.
2.

3.
3.

4. 4.
MEDIA AND INFORMATION LITERACY • NU LAGUNA 13

LESSON
SUMMARY

1
The language of media is in the form of codes which are signs understood and
shared within a community. The ways by which producers of media use these codes
are called conventions when they are accepted by the audience and stakeholders,
usually by force of habit.

2
An unwitting audience of media may be disadvantaged and manipulated to perform
certain behavioral patterns if unaware of these codes, conventions, and messages. On
the other hand, the smart user of media will be able to exercise their critical thinking
and independence in full by making intelligent decisions.

3
The medium becomes part of, if not the, message at the same time because by
itself it is a statement, a choice made by the content or media creator among
other choices available. Therefore, by virtue of being chosen, it is assumed that it
is the most compatible and most appropriate medium and hence will help deliver
an organic message to the audience.

KEY
TERMS

Media Information Conventions Information Stakeholders

Communicative Event Genres Codes Producers
Message Story Audience
MEDIA AND INFORMATION LITERACY • NU LAGUNA 14

REFERENCES

“Analyzing genre.” (n.d.) In Bitesize. Retrieved September 11, 2020 from

https://www.bbc.co.uk/bitesize/guides/zs8s9qt/revision/1

“Media language.” (2017). In AQA. Retrieved September 11, 2020 from

https://www.aqa.org.uk/subjects/media-studies/gcse/media-studies-8572/subject-content/media-language

Aboga, et.al. (2017). Media and Information Literacy: Transforming Society through Student
Empowerment 1st Edition. Techfactors Inc., Quezon City, Philippines.

Alagaran II, J.R. (2017). Media and Information Literacy: Empowering the Discerning Audiences. Abiva
Publishing House, Inc.

Commission on Higher Education. (2016.) Media and Information Literacy: Teaching Guide for Senior
High School. Quezon City.

Liquigan. (2016). Media and Information Literacy, Diwa Learning Systems Inc., Makati City, Philippines.
Oxillo, M. (July 30, 2017). Media and Information Sources- Media and Information (MIL). Retrieved from
_https://www.slideshare.net/markjhonoxillo/media-and-information-sources-78382012

Magpile, C. M. (2016). Media and Information Literacy. The Intelligence Publishing, Inc. .

Retrieved September 11, 2020 from https://media.codes/media-codes-and-conventions-c03423c06aa8

Schuler and Alvarez. (n.d.). Indigenous Media. Retrieved from
http://publicsphereproject.org/node/254#:~:text=Some%20notable%20examples%20from%20around,Koa
hnic%20Broadcast%20Corporation%20in%20Alaska.https://www.slideshare.net/markjhonoxillo/media-
and-information-sources-78382012

United Nations Educational, Scientific, and Cultural Organization. (2020). Media Information Literacy for
Teachers. Retrieved September 9, 2020 from http://unesco.mil-for-teachers.unaoc.org/
Young, R. (2017). “Media Codes and Conventions.” In Media Codes.

Yuvienco, J. (2017). Media and Information Literacy: Being a B.E.S.T Digital Citizen for Senior High
School. C & E Publishing, Inc.
MEDIA AND INFORMATION LITERACY • NU LAGUNA 15

CONTRIBUTORS

Maryan Joy C. Lopez

Charlotte Jessica B. Mabait

Edlord O. Malabanan
Jaycel Anne B. Panday