Mil Module First

MEDIA AND INFORMATION LITERACY (MIL) 12
MVGFC Vision
MVGFC is the only professional institution in the region committed to uphold the vision of its founder to achieve a better life
by providing full opportunities where every graduate and member of the MVGFC community are transformed into competent
and morally upright professionals dedicated towards the development of a better society.
MVGFC Mission
In pursuit of its vision, MVGFC shall provide full opportunities and support to ensure and sustain quality instruction,
research, community extension, student affairs and support services.
HIGH SCHOOL DEPARTMENT VISION

A learner-centered private institution, MVGFC High School upholds the dream of its Founder to produce competent and
morally upright learners whose values and competencies enable them to realize their full potential and contribute
meaningfully to building the nation.
HIGH SCHOOL DEPARTMENT MISSION

The High School Department is committed to continuously improve its services with the active engagement and shared
responsibility of its stakeholders to provide opportunities to develop life-long learners who can thrive the 21st century.
MODULE’S INTRODUCTION
This module is written in support to the most essential learning competencies given by the Department of Education
(DepEd) under the new normal. It will ensure the attainment of the most essential learning competencies that were
unpacked to make it more attainable.
There are different activities in every lesson to ensure that your learnings take place and to measure how much you
have learned and understood the lesson. May you find this module engaging, challenging, and interesting as it will help you
to develop more your mathematical skills and as well as your critical thinking skills.
In this module, you are expected to demonstrate understanding of media and information literacy (MIL) and MIL
related concepts (content standards). Upon attaining the needed background knowledge, you will be able to organize a
creative and interactive symposium for the community focusing on being a media and information literate (performance
standards).
To ensure the attainment of the performance standards, students will perform this task (in G.R.A.S.P.):
For the HUMSS and GAS strands;
You are a member of the Student Council Organization in your school, together with the Guidance Office, you will implement
an “Online Kamustahan” program; that aims to provide the students opportunity for online counseling, and potential solutions to
emotional turmoils; share coping skills, promote behavior change, and optimal mental health; and showcase students’ talents in an
“Online Concert”. The program shall also serve as a means to maintain constant connection among fellow learners, than competitive
with. The events shall start on the third week of February, 2021 up to the remaining months of the school year. Before its
implementation, proposals must be presented to the Guidance Counselor, Student Council Adviser and to the Principal of the High
School Department prior to its implementation. Your output (in MIL) will be graded based on organization/time management,
delivery/elocution, preparedness/fielding questions, collaboration/originality, and the content.
For the ABM strand;

There will be an “Online Trade Fair” on March, 2021 in your Barangay. This project is in partnership with DTI Cabanatuan and
MV Gallego. As business aspirant, each household in your barangay is tasked to prepare a business proposal that includes a business
name, product/service, and logo that is all unique. Your proposal shall be presented to and shall be approved by the DTI
representatives and business course teachers from MV Gallego which later be your official entry to the Online Trade Fair in your
barangay. Your presentation will be evaluated by your teachers in the related subjects, selected barangay officials, and the DTI
representatives based on organization/time management, delivery/elocution, preparedness/fielding questions, collaboration/originality,
and the content.
For the STEM strand;

You were a famous leader of an elite Science Hub in the Philippines. And because of that, you were invited by an International
Science Community to present a schoolwide Science and Technology Exposition that will concentrate on producing a scientific paper
that will benefit one’s school. You were tasked to present and defend your paper in a group of panels via interactive virtual
presentation. Your presentation will be evaluated based on organization/time management, delivery/elocution, preparedness/fielding
questions, collaboration/originality, and the content.
To ensure the attainment of the content standards, it will cover the following lessons:
• Communication and Communication Process
1 MVGFCI – SENIOR HIGH SCHOOL – MEDIA AND INFORMATION LITERACY – 1ST QUARTER
• Introduction to Media and Information Literacy
• Evolution of Media
• Types of Media
• Media and Information Source
• Media and Information Languages
• Legal, Ethical, and Societal Issues in Media and Information
LESSON 1
COMMUNICATION AND COMMUNICATION PROCESS
Lesson Objectives:
1. Define communication.
2. Identify the elements of communication.
3. Explain and discuss the process of communication.
4. Describe how communication is influenced by media and information.
Starting Point
Communication is both an art and a science. It often involves acts of speaking and listening, reading and writing,
but it also goes beyond these. The act of communicating verbally serves to convey how we feel and how think to others. It is
also the basis of how we relate with others using language as its medium.
Let us check your readiness in this lesson by doing the activity below!
Directions: Watch the following video on YouTube then answer the question that follows.
Link: Coco Martin at Kim Chiu nagsalita na! Law Expert paulit-ulit?! by Diario ni Clemen,
www.youtube.com/watch?v=Y7NP-h9Dg5Y; date accessed: January 1, 2020
Based on the video you have watched, how does media affects communication? (Write your answer on a separate
sheet of paper.)
Lesson Proper
As we discuss, please be guided by the following questions that you need to answer at the end of this lesson.
1. How do you define communication?
2. What are the elements of communication and how do they affect the communication process?
3. How does media and information influence communication?
4. How can an effective communicator become a globally competitive individual as reflected to the vision,
mission, goals, and core values of our institution?
Communication means imparting or exchanging of information or news. It plays a vital role in human development.
Humans have always communicated with one another even before traditional media were developed and made
communication easier and faster. The earliest known symbols, which are thought to be used in communicating are in the
form of paintings on cave walls from about 30 000 BCE (Potter, 2010). Written records showed human language has been
in existence around 5 000 years ago. The human race used writing to record their thoughts on a surface, such as clay,
parchment, and stones. These records were preserved and enabled other generations of the human species to read them.
As people continued to search for innovations to make our lives easier, different technologies were developed, including
those used in communication, such as the media.
The word media was derived from the Latin word medius, which means “middle”. It is the plural of medium, which
refers to the tool that people use to mediate or facilitate the transfer of communication between a sender and a receiver.
A sender, in the communication process, is the source of the message or the person who intends to convey the
message with the intention of passing information, message, and ideas to others who may use channel (medium) to send
message to a receiver or to an audience. These receivers actively perform the role of interpreting messages they receive
(Croteau and Hoynes, 2003).
The SMCR-E Model (Rogers and Shoemaker, 1971)

Media are commonly associated with television, radio, newspaper, and the internet. However, other platforms
people use to communicate such as phones, letter, books, and others also represent media. Media really affect the
communication process. Because of different media, we can get different information and we may also have wrong
interpretations of the information.
What many people perceive as “media” (i.e., television, radio, newspaper) are actually referred to as mass media,
a type of media used to reach a large audience.
Learning Activity 1
Directions: Read and understand the following statements then write your answer on a separate sheet of paper.
1. It is simply the act of transferring information from one place, person or group to another.
2. It is the subject matter of the communication.
3. It is derived from the Latin word medius which means “middle”.
4. It is the person who receives the message or for whom the message is meant for.
5. It is the process of ensuring that the receiver has received the message and understood in the same sense as
sender meant it.
6. It is used to transfer the message from one person to another.
7. It is also known as the communicator.
8. It refers to the tool that we use to facilitate the transfer of communication.
9. It is a type of media that is used to reach a large number of audiences.
10. This is where the message travels between the sender and the receiver.
Look Back and Reflect

Now that you have learned what communication is its process, elements, and how media and information affect it,
let us summarize what we have discussed by answering the following questions on a separate sheet of paper.
1. How do you define communication?
2. What are the elements of communication and how do they affect the communication process?
3. How do media and information influence communication?
4. How can an effective communicator become a globally competitive individual as reflected to the vision, mission,
goals, and core values of our institution?
5. Give a scenario/situation where communication is affected by media and information.
LESSON 2
INTRODUCTION TO MEDIA AND INFORMATION LITERACY
Lesson Objectives:
1. Define media, information, technology, media literacy, information literacy, digital (technology) literacy.
2. Identify the characteristics and describe a responsible and competent producer of media and information.
3. Explain and discuss the similarities and differences among media literacy, information literacy, and digital
(technology) literacy.
4. Share media habits, lifestyles, and preferences.
Starting Point
Before we proceed to our discussion, let us first answer the following questions! (Write your answer on a separate
sheet of paper.)
1. What do you do during your free time?
2. How much time do you spend on watching television or listening to the radio?
3. Do you surf in the internet every day?
4. How many social media accounts do you have?
5. How many hours do you spend on Facebook, Twitter, Instagram and YouTube?
6. What do you think is the effect of media to the information and/or communication?
Lesson Proper
The mass media has become a significant part of people’s lives, particularly in communication. However, with this
high degree of exposure to media and communication come challenges is the consumption of media.
In this environment, how does one distinguish the useful sources of information from the useless one? How does
one meet the challenge of selecting appropriate messages, ideas, information, bearing in mind how these influence lives?
Media and Information
According to United Nations Education, Scientific and Cultural Organization (UNESCO), media and information
literacy (MIL) recognizes the primary role of information and media in people’s everyday lives. The term is a product of two
previously separate fields – media and information.
Media, as defined by UNESCO, refers to sources of credible and current information created through an editorial
process determined by journalistic values, whereby editorial accountability can be attributed to a specific organization or a
legal person. Media are vehicles that carry messages from one person to another, or from one person to a group of large
people. They serve as channels which people use to send and/or receive information.
Information, on the other hand, is a broad term that is derived from study, experiences, or instructions. It can refer
to any facts or details about a subject that depict meanings to a person.
Media and Information Literacy

William James Potter (2004), a Canadian communication educator, defines media literacy as a set of perspectives
that people use actively to expose themselves to mass media and interpret the meaning of the messages they encounter.
Perspective in Potter’s definition relate to people’s positions. For example, in a classroom setting, when you are seated at
the center of the room near the platform, chances are you can easily recognize the writings on the board. But if you are
seated at the corner, or at the back, or beside the window in broad daylight, you might have a hard time reading the writings
legible for the people at the center room.
Differences of perspectives might affect how people look at a particular message. These perspectives, according to
Potter, are built from knowledge structures (or sets of organized information in your memory). To build your knowledge
structures, you need tools (skills), raw materials (information from the media and from the real world), and willingness
(personal focus) to gain knowledge.
On the other hand, New Mexico-based Media Literacy Project (MLP) defines media Self –Check!
literacy as “the ability to access, analyze, evaluate, and create media”. From this, it can be Am I an active
concluded that the aim of media literacy is to build active, rather that passive, consumers of or passive media
media. consumer?
However, information is not only sourced from media but from other sources as well.
This provides a wide and diverse selection of material, content, and resources thus, the need for information literacy.
Information literacy is a set of abilities which require individuals to recognize when information is needed and to
locate, evaluate, and use it effectively.
From these bases, media and information literacy (MIL) therefore is the ability to access, analyze, evaluate, and
create information from media and other information sources.
Media and Information Literacy vs. Technology Literacy

Another important concept in studying MIL is technology (digital) literacy.
As technology advances, people are provided with more tools that they can use to find and create information. The
Colorado Department of Education (2009) defines technology literacy as the ability to responsibly use appropriate
technology to communicate, solve problems, access, manage, integrate, evaluate, design, and create information to
improve learning in all subject areas, and acquire lifelong knowledge and skills in the 21 st century. If media and information
literacy is concerned with the use of the message, technology literacy focuses on the responsible and effective use of
technology, tools, or networks in accessing, analyzing, evaluating, and creating the message.
During the first People Power Revolution in 1986, the late Jaime Cardinal Sin of the Archdiocese of Manila used the
radio, through Church-owned Radyo Veritas, in urging the Filipinos to support the military rebels against the dictatorship
of then President Ferdinand Marcos. Thousands of Filipinos heeded Cardinal Sin’s call and went to EDSA, prayed,
rallied, marched, and sang for days, which eventually has Marcos ousted from the Presidency.
In the second People Power Revolution in 20021, Filipinos used their cellphones to text messages and convince
their friends to participate in the revolution. In just one day, 70 million texts were recorded, containing messages such as
“wear black to mourn the death democracy”, “expect there to be rumbles”, and “Military needs to see 1 million at a rally
tomorrow, Jan.19 to make a decision to go against Erap (Estrada)! Please pass on” (Global Nonviolent Action Database,
2016).
In 2014, mobile telecommunication networks, through widespread text messaging, advised the public against
falling victim to text scams on supposed “discounts”, “prizes”, and other fraudulent claims that aimed to deceive the
consumers into sharing cellphone loads and private information.
MIL: Every Person’s Need
The above examples exemplify how media can be used to transmit various kinds of information. The first two
resulted in sweeping revolutions that changed the history of the country. However, the third example also alerted people to
be cautious when receiving and believing information.
One primary purpose of MIL is to promote freedom of access to information that is essential for both democracy
and governance. According to UNESCO:
Citizens have the right to free speech and the right of access to public information. This information is equally the property of citizens.
Media and other information providers such as libraries, archives and the Internet should help to ensure the right to freedom of information for
each citizen.
However, not all information are true or reliable. MIL promotes critical thinking to empower citizens to process and
raise questions about the information they receive, the manner it was disseminated, and the purpose for which it was
shared. In general, it is concerned with giving people an understanding of the importance of media and other information
providers in order to:
1. come up with informed decisions through careful evaluation and analysis of media
Self –Check!
messages and information;
How can I
2. learn about the “real world” around them, including the context of messages and
become a media and
information, being able to segregate the truth from lies; and
information literate
3. build a sense of community through which the people become active participants in
individual?
producing and sharing useful media messages and information.
Overall, learning MIL will help every person become a critical thinker, a producer of information, and an innovator of
media and information. By the end of this module, it is hoped that you will become not just a media and information literate
individual, but an agent of change in the current Filipino media and information landscape.
Learning Activity 2
Directions: Draw a Venn diagram on a separate sheet of paper and use it to explain the similarities and differences among
Information Literacy, Media Literacy, and Technology Literacy.
Learning Activity 3
Directions: Watch the following video clip presentation from YouTube; then, share your own media habits, lifestyles, and
preferences through an essay with not less than 300 words.
Media Habits, Lifestyles and Preferences,

https://www.youtube.com/watch?v=0HswtxZUz9U&t=3s; date accessed: January 08, 2020

You have learned the three concepts relative to Media and Information Literacy. You have also learned how media are
used in disseminating information. With that, answer the following questions on a separate sheet of paper to further
determine how much you have learned and understood from this lesson.
1. How do media literacy, information literacy, and technology literacy differ from one another?
2. How are media literacy, information literacy, and technology literacy similar from one another?
3. How does media and information help us in our daily lives as members of family, students, and citizens of this
country and as reflected to the vision and mission of our institution?
LESSON 3
EVOLUTION OF MEDIA
Lesson Objectives:
1. Identify the four eras of media (pre-historic, ancient, industrial, and information era).
2. Identify traditional media and new media and their relationships.
3. Identify the latest theories on media and information.
4. Explain how the evolution of media from traditional to new media shaped the values and norms of people and
society.
5. Share their own experience on the things that media can do for them.
6. Editorialize the roles and functions of media in democratic society.
Starting Point
Let us check your readiness by doing the following activity!
A. Analyze the following images. Describe each according to your own understanding. Write your description on a
separate sheet of paper. Then, answer the question that follows.
What do you think is the connection among the images?
B. Which of the following do you believe are true, and which are false? Write your answer on a separate sheet of
paper.
1. A person highly exposed to media is a highly media literate individual.
2. In the ancient times, people were not able to communicate effectively.
3. The print medium revolutionized the literacy of human beings.
4. The television is the most powerful medium in history.
Lesson Proper
“Young people do not read newspapers anymore; they visit online sites.”
Is the above statement real for you?
Several decades ago, there were only televisions, radios, and newspapers. People connected and communicated
information through these traditional media. However, with the rise and development of the internet, people began switching
from traditional media to new media. The ease of access brought by the internet entices the audience to prefer using it
rather than others.
As technology continues to advance, types of media expand too and begin to experience dramatic transformations.
Time can only tell what breakthrough form of media will emerge next.
To become a media and information literate individual, you must know where all the information you get come from.
In the same way, you must also understand how different forms of media function.
But where did these types of media originate? How did people in the past communicate without media? How did
media evolve? We will find out the answers to these questions in this lesson.
Media Through the Ages

The 20th century was a spectator to the birth of what is conceivably the most well-known device in the history of
mankind: the television. TV is a communications technology that has transformed the delivery of information, entertainment
and artistic expression. We have also witnessed and participated in the birth of the Internet, a technology whose capability
makes the TV dim into paltriness in comparison. These are expeditious and notable times we live in. Now would be a good
moment to take a trip back through the ages, and to delve into the forms of and devices for media and communication
throughout human history.
Pre-Historic Era (200,000 BCE – 4,000 BCE)

1. Petroglyphs
Petroglyphs are illustrations created by abolishing part of a rock surface by incising or carving, as a form
of rock art. Around 7,000 to 9,000 years ago, other forerunners of writing systems, such as pictographs and
ideograms, began to emerge. Petroglyphs were still common though, and some cultures continued using them
much longer, even until contact with Western civilization was made in the 20th century.
There are many ideologies to construe their purpose, depending on their location, age, and appearance.
Some are thought to be astronomical indicators, maps, and other forms of allegorical communication, including a
form of “pre-writing”. Petroglyph maps may show trails, symbols corresponding to time and distances crossed, as
well as the local contour in the form of landforms, rivers and other geographic features.
Some petroglyph images probably have deep cultural and religious significance for the cultures that created
them; in many cases, this implication remains for their descendants. Many petroglyphs are thought to mean some
kind of not-yet-fully understood symbolic or ritual.
2. Cave Paintings
Cave paintings (also known as “parietal art”) are painted drawings on cave walls or ceilings, mainly of
prehistoric descent, to some 40,000 years ago (around 38,000 BCE) in both Asia and Europe. The exact purpose of
the paintings is not recognized. Evidence proposed that they were not merely ornaments of living areas since the
caves in which they have been found do not have traces of ongoing habitation.
The paintings are exceptionally identical around the world, with animals being common subjects that give
the most dramatic images. Humans mainly appear as images of hands, mostly hand stencils made by blowing
pigment on a hand held to the well.
A theory produced by David Lewis-Williams customarily based on ethnographic studies of contemporary
hunter-gatherer societies states that the paintings were made by Paleolithic shamans. The shaman would evacuate
into the blackness of the caves, entered into a hypnotic state, and then painted images of their visions.
3. Dance
In most archaic civilizations, dancing before the god was fundamental in temple rituals. In Egypt the priests
and priestesses, guided by harps and pipes, perform ceremonial movements which mimed significant events in the
story of a god, or imitate cosmic patterns such as the cadence of night and day.
Archeological evidence for early dance includes 9,000-year-old paintings in India at the Rock Shelters of
Bhimbetka, and Egyptian tomb paintings depicting dancing figures, dated c. 3300 BCE. It has been introduced that
before the fabrication of written languages, dance was an importance part of the oral and performance approaches
of passing stories down from generation to generation. The use of dance in ecstatic trance states and healing
traditions was thought to have been another early factor in the cordial development of dance.
4. Body Art
Unlike tattoo and other forms of permanent body art, body painting was temporary, painted in the human
skin, and lasted for one day, or at most (in the case of Mehndi, “henna” or temp tattoo, glitter tattoos) a couple of
weeks.
Body painting with clay and other innate pigments existed in most if not all tribal cultures. Often worn during
ceremonies, this ancient form of interpretation is still used among many indigenous people of the world today.
Tattoos, piercing, nose-ears-mouth plugs, Mehndi, henna, and scarification are other ritual-based art forms. All
types of body art hold great meaning in these cultures.
Body art is a momentous part of social, spiritual, and personal expression. It can be a part of a culture’s
rite of passage for when the child becomes an adult, weddings, preparation for war or hunt, the birth of a child,
spiritual rituals, and death. It can also represent your origin, your position, symbol of power, what you have reached
and experienced, it can be like an identification card, it protects from evil forces, it shows bravery and beauty, can
be act of transformation, mourning, connecting with the spirits of animals or the earth, symbol of fertility.
Ancient Era (3000 BCE – 100 CE)

1. Writing
a. Cuneiform script is one of the earliest schemes of writing, identified by its wedge-shaped marks on clay
tablets, built by means of a blunt reed for a stylus.
The cuneiform writing system was in use for more than three millennia, through several points of
development, from the 34th century BCE down to the second century CE.
b. Egyptian hieroglyphs were an orderly writing system used by the ancient Egyptians that combines
anagrammed and alphabetic elements. Egyptians used cursive hieroglyphs for religious articles on papyrus and
wood. Early hieroglyphs dated back as far as 3,300 BCE, and continued to be used up until about 400 CE,
when non-Christian temples were sealed and their monumental use was no longer mandatory.
2. Alphabet
a. The Phoenician alphabet, called by tradition the Proto-Canaanite alphabet for epitaphs older than around
1050 BCE, is the oldest confirmed alphabet. It contains 22 letters, all of which are consonants. It was acquired
from Egyptian hieroglyphs and became one of the most extensively used writing systems, spread by
Phoenician merchants across the Mediterranean world, where it expanded and was comprehended by many
other cultures.
b. By at least the 8th century BCE, the Greeks borrowed the Phoenician alphabet and acclimated it to their own
language, creating in the development of the first “true” alphabet, in which vowels were bestowed balanced
status with consonants. According to Greek legends addressed by Herodotus, the alphabet was carried from
Phoenicia to Greece by Cadmos. The letters of the Greek alphabets are organized in the same structure.
3. Drama
Drama is the clear-cut mode of narrative, commonly fictional, served in performance. Western drama
comes from classical Greece. The theatrical culture of the city-state of Athens generated three genres of drama:
tragedy, comedy, and the satyr play. Their bases remain obscure, though by the 5th century BCE they were
regulated in competitions held as part of festivities celebrating the god Dionysus.
4. Paper
The word “paper” is grammatically derived from papyrus, Ancient Greek for the Cyperus papyrus plant.
Papyrus is a chunky, paper-like matter produced from the core of the Cyperus papyrus plant which was used in
ancient Egypt and other Mediterranean cultures for writing way before the paper making in China.
In the Americas, archeological evidence indicates that the Mayans used a similar bark-paper writing
material no later than the 5th Century CE, called invasion. The paper is made by boiling then pounding the inner
bark of trees, until it becomes applicable for art and writing.
Industrial Era (1440 – 1890)

1. Printing Press
A printing press is an apparatus for administering pressure to an inked surface recessing upon a print
medium (such as paper or cloth), thereby transferring the ink. The invention and spread of the printing press was
one of the most prominent events in the second millennium. It transformed the way people understand and describe
the world, and preceding in the period of innovation.
It was invented in the Holy Roman Empire by the German Johannes Gutenberg around 1440. He
developed an entire printing system which fulfilled the printing operation through all of its stages.
2. Dry Plates
Thanks to the work of Desire van Monckhoven, the Collodion dry plates had been accessible since 1855.
But it was not until the contraption of the gelatin dry plate in 1871 by Richard Leach Maddox that the wet plate
process could be a match in quality and speed. The discovery that heating a gelatin suspension greatly amplified its
sensitivity finally made so-called “instantaneous” snapshot exposures practical. For the first time, a tripod or other
support was no longer a total requirement. A small camera could be hand-held while taking the picture with daylight
and a fast plate or film.
3. Telegraphy
Telegraphy is the long-distance broadcast of textual or symbolic (as opposed to verbal or audio)
messages. It is without the corporeal exchange of an object bearing the message. It necessitates that the technique
used for encoding the message be known to both sender and receiver.
An electric telegraph was self-sufficiently advanced and patented in the United States in 1837 by Samuel
Morse. His assistant, Alfred Vail, developed the Morse code signaling alphabet with Morse. The first telegram in the
United States was sent by Morse on 11 January 1838, across three kilometers of wire. Though it was only latter, in
1844, that he sent the message “ WHAT HATH GOD WROUGHT” from the Capitol in Washington to Baltimore.
4. Telephone
A telephone, or phone, is a telecommunications device that allows many users to administer a
conversation when they are too far apart to be heard. A telephone transfigures sound into electronic signals
appropriate for transmission via cables or other transmission media over lengthy distances, and reruns the signals
instantaneously in audible form to its user.
Scottish emigrant Alexander Graham Bell was the first to be settled a United States patent for a device that
formed clearly intelligible replication of the human voice in 1876. This apparatus was further developed by many
others. It was the first device in the history that permitted people to talk directly with each other across great
distances.
5. Phonograph
Invented in 1877, the phonograph is a device designed for the power-driven recording and reproduction of
sound. In its later forms it was also called a gramophone. The sound waveforms are recorded as conforming
physical deviations of a spiral groove engraved into the surface of a spinning disc, called a “record”. The surface is
likewise rotated while a playback stylus traces the groove and is therefore vibrated by it, very feebly reproducing the
recorded sound.
6. Film
A film, also called a movie, motion picture, theatrical film or photoplay, is a series of immobile images
that, when shown on a screen, generates the illusion of moving images. This optical illusion causes the viewers to
see continuous motion. The history of film started in the 1890s, when motion picture cameras where invented and
film production companies started to be recognized. Because of the restrictions of technology, films of that era were
under a minute long were created without sound. Its first decade saw film moving from a novelty to a reputable
large-scale entertainment industry.
Information Era (1906 – present)

1. Radio
Radio is the technology of using radio waves to convey information, such as sound, by modulating some
property of electro-magnetic energy waves transferred through space.
Early uses were Maritime which was for sending telegraphic messages using Morse code. One of the most
notable uses of marine telegraphy was during the sinking of the RMS Titanic in 1912. It compromised
communications between operators of the sinking ship and nearby vessels, as well as communications to shore
stations listing the survivors.
Today, radio takes many forms that include wireless networks and mobile communications of all types, as
well as radio broadcasting. Before television, commercial radio broadcasts included not only news and music, but
dramas, comedies, and variety shows. It was exceptional among methods of dramatic presentation because it used
only sound.
2. Television
Television or TV is a telecommunication medium used for transmitting sound with moving pictures in
monochrome, or in color, and in two or three dimensions. It is a mass medium, for entertainment, education, news,
and advertising.
It became obtainable in basic experimental forms in the late 1920s. An improved form became popular in
the United States and Britain after World War II. Television sets became conventional in homes, businesses, and
institutions.
During the 1950s, television was the primary medium for influencing public opinion. Color broadcasting was
then introduced in the US and most other developed countries in the mid-1960s.
3. Personal Computer
A personal computer (PC) is a general-purpose computer. Its size capabilities and novel sale price make
it beneficial for individuals. It is envisioned to be worked directly by an end-user with no superseding computer time-
sharing models that permitted larger, more lavish minicomputer and mainframe systems to be used by many
people, usually at the same time.
4. Mobile Phone
A mobile phone is a portable telephone which can produce and receive calls over a radio frequency
carrier. Most services use a cellular network manner, and therefore they are often called cellular telephones or
cellphones.
In 1973, the first handheld mobile was invented by John F. Mitchell and Martin Cooper of Motorola. In 1983,
the DynaTAC 8000x was the first commercially available handheld mobile phone. From 1983 to 2014, universal
mobile phone subscriptions grew to over seven billion. It penetrated 100% of the global population that stretched
even to the bottom of the economic pyramid. In 2016, the top mobile phone manufacturers were: Samsung, Apple
and Huawei.
5. Internet
The Internet is the worldwide system of unified computer networks that use the Internet protocol suite
(TCP/IP) that links billions of devices across the planet.
Its uses are to access news reports, to plan and book vacations and to pursue their personal interests, also
to chat, message and e-mail in order to stay in touch with friends globally. Famous social networking sites such as
Facebook, Twitter, and Myspace have created fresh ways to socialize. Users of these sites are capable of adding a
wide variability of information to pages, to track mutual interests, and to link with others. It is also possible to find
existing friends. Sites like LinkedIn promote commercial and business connections. YouTube and Flickr focus on
users’ videos and pictures.
In the Philippines what can be considered as the major media evolution that existed in the pre-colonial period was
when the Spaniards introduced the natives to the effects of the print age. However, the use of media started in the country
during the pre-colonial times.
Pre-Colonia Period
The umalohokan or town crier served as a walking bulletin that went around the barangay to deliver public
announcements. Different forms of literature were also developed during the pre-colonial years, including sabi (maxim),
bugtong (riddle), and kumintang (war song) of the Tagalogs; tutul (folk tale), and darangan (epic poetry) of the Maranaws;
and many others (Braid and Tuazon, 1999). Decrees and other forms of literature were immortalized through scripts on
leaves and barks on trees, written in ancient Filipino systems of writing, such as baybayin and kavi.
Spanish Period
Cinema came to the Philippines in 1897. Just as the spotlight was dimming for zarzuela and vaudeville, a Spaniard
named Pertierra introduced the motion picture to Filipinos in Manila on January 1, 1897. By August in the same year, the
Spanish soldier Antonio Ramos opened up a movie house in Manila for the general public to enjoy. To attract patronage,
Ramos also filmed local scenes in Manila, making him the first motion picture producer in the country.
American Period
During the American colonization (1898 – 1946), newspapers published by American journalists were introduced.
These include The Manila Times (1898), The Bounding Billow, and Official Gazette (1898), Manila Daily Bulletin (1900), and
the Philippine Free Press (1908). Similar to that of the Spanish Period, most of the editorial content of these newspapers
were pro-American and were based on religious and political partnership (Braid and Tuazon, 1999).
Nationalist newspapers emerged again by 1920 with the foundation of the pro-Filipino The Philippine Herald,
organized through the efforts of Manuel L. Quezon.
Other nationalist and liberal newspapers include El Nuevo Dia (The New Day) founded by Sergio Osmeña in Cebu
in 1900, El Renacimiento (1908), and Sakdal (1930). However, due to American suppression, many of these newspapers
did not last long. Many of their writers and editore were also subjected to pacification, that either led them to jail or death.
It was also during the American regime when the broadcast radio was introduced in the Philippines. The first radio
station that was established during this period was KZKZ (1922), run by American ex-soldier Henry Herman Sr. Other
stations followed towards the second half of that decade, such as the KZRM, KZEG, and KZIB. Provincial stations started
operations with KZRC in Cebu City, operating as the first radio station operating outside Manila (Maslog, 1988). All radio
broadcasts then were delivered in English.
The call letters of the first radio stations in the Philippines started with “K” since the country was a colony of USA
back then. American radio stations’ call letter started with either “K” or “W”.
Francisco “Koko” Trinidad, also known as the “Father of Philippine Broadcasting”, requested the International
Telecommunications Union (ITU) to change the call letter “K” in the Philippines to “RP”. However, this request was
denied and ITU gave the Philippines the letter “D” instead.
The first feature films with and without sound also emerged during the American period, such as the Rose of the
Philippines (1909), Ang Aswang (1932), and Punyal na Guinto (1933). From 1930s to 1950s, the Golden Age of Philippine
Cinema began. It was in this period when Philippine films, such as Zamboanga (1937) and Genghis Khan (1950), were
recognized internationally.
Another mass medium that was used in the country was the komiks, formally introduced during the American
period. Antonio Velasquez, regarded as the “Father of Filipino Komiks” saw the potential of the illustrated medium in 1926.
Although it is said that Dr. Jose Rizal was the first Filipino to draw published cartoon strips, it was Velasquez who, in
cooperation with Romualdo Ramos, first illustrated a cartoon character named Kenkoy, published in the January 11, 1929
issue of Liwayway (Maslog, 2014). Komiks continued to flourish in succeeding decades until its decline in the early 2000s.
Japanese Period
During World War II, Japanese forces who occupied the Philippines (1941 – 1945) disbanded all publications
except those used by the Japanese government such as the Manila Tribune, Taliba, and La Vanguardia. A board of
information was set up, serving as the primary regulatory body, which implemented regular censorship on all publications.
However, underground papers still made their rounds in the country. The period that followed, the Postwar Era (1945 –
1972), became the golden age of Philippine journalism, for the Philippine press was considered the “freest in Asia”. In 1953,
television was introduced in the country.
Martial Law Period

The Philippine media experienced turbulence during the administration of the late President Ferdinand Marcos
(1969 – 1986). Privately owned media institutions were taken over the government when Martial Law was declared on
September 21, 1972. The few newspapers that operated during those years were the Daily Express, Bulletin Today, and the
Times Journal.
The media was fully censored and many editors and journalist who became critical of the Marcos government were
either arrested or had gone underground to avoid arrests and possible incarceration in military prison camps. Broadcast
stations such as ABS-CBN 2, RPN 9, and IBC 13 were also sequestered by the government. Underground press became
the alternative medium by the anti-Marcos groups. However, amid notable filmmakers producing what may be considered
as the best in Philippine cinema.
Post-Martial Law Period

The People Power Revolution of 1986 proved beneficial to the media industry as censorship was lifted and the
freedom of expression, of speech, and the press were reinstituted with the end of the Marcos dictatorship. Democracy was
reestablished and media institutions were once again thriving.
Internet was first made available in the Philippines on March 29, 1994 through a connection made by Benjie Tan at
a PLDT network center in Makati City. Today, there are 44.2 million active internet users in the country, representing 44% of
the total population estimated at 101 million (Igna, 2015). Interestingly, there are 114.6 million mobile subscriptions in the
country as of 2015, which is more than the total Filipino population. This only means that many Filipinos own more than one
mobile phone, reflecting their need to have greater access to information.
Consequently, many government agencies and private entities are now using the power of mobile technologies and
the internet in communicating and transacting with their clients. Scheduling of passport applications are done online; e-
commerce and online shopping have become a trend; and even complaints and customer feedback are taken through text
messaging, social media monitoring (on Facebook and Twitter, for example), and e-mail.
Truly, the Philippine media have evolved through many difficulties brought by colonization, wars, and political
struggles. Although Filipinos lag behind other Asian countries in terms of infrastructure and technologies, this did not limit
their capacity to acquire and utilize various forms of media. In terms of governance, especially in a democratic society like
the Philippines, communication and media play important roles in ensuring that people are able to voice out redresses and
grievances, and provide citizens the information they need. Repression during the Spanish, American, Japanese, and
Martial Law periods paved the way for alternative media, which catered to the people’s desire for unbiased and free
information.
What Does Media do for us?

Media accomplishes several rudimentary roles in our society. One obvious role is entertainment. Media can act as
a catalyst for our imaginations. It is a source of the make-believe, and a passage for escapism. In the 19th century, Victorian
readers disenchanted by the grimness of the Industrial Revolution found themselves drawn into eccentric worlds of fictitious
beings. In the first decade of the 21st century, television viewers could peek in on an action-packed superhero universe in
The Flash; the violence-plagued seven kingdoms of Westeros in Game of Thrones; a 1940s-Manhattan spy agency in
Agent Carter; r the last surviving band of humans in the post-apocalyptic world infested with zombies in The Walking Dead.
Through bringing us stories of all varieties, media has the influence to take us away from ourselves.
Media can also provide information and education. Today, newspaper and news-oriented television and radio
programs make accessible stories from across the world. Books and magazines provide a more detailed look at a wide
assortment of subjects. The free online encyclopedia Wikipedia has a variety of articles on topics. The Massachusetts
Institute of Technology (MIT) and other colleges and universities have posted free lecture notes, exams, and audio and
video recordings of classes, consenting anyone with an Internet connection access to topnotch professors.
Similar, media can be used to monitor government, business, and other institutions. But tattlers of mass media may
be indebted to particular agendas because of political slant, advertising funds, or ideological bias, thus coercing their ability
to act as a watchdog.
The following are some of these agendas:

1. Entertaining and providing a channel for the imagination.
2. Educating and updating.
3. Serving as a public forum for the discussion of vital issues.
4. Acting as a watchdog for government, business, and other establishments.
It is important to evoke, though, that not all media are created equal. While some forms of mass communication are
better matched to entertainment, others make more sense as a site for spreading information. In terms of print media, books
are sturdy and able to contain lots of information, but are comparatively slow and expensive to produce. In contrast,
newspapers are relatively inexpensive and faster to create, making them a better medium for the quick turnover of everyday
news. Television provides much more visual information than radio and is livelier than a stationary printed page; it can also
be used to broadcast live events to a nationwide audience, as in the annual State of the Nation Address given by the
Philippine president. However, it is only a one-way medium. In everyone who wants a voice to have one. Nevertheless, the
Internet is also immensely moderated. Users may have to paddle through many absurd comments or misinformed
incompetent opinions to find quality information.
Some Theories on Information Media

1. Allocution
In media theory, allocution is a one-way distribution of information through a media channel. It assumes
that one party has a limitless amount of data and can act as the information services provider while the other one
acts as the information services consumer.
The first party holds all control over the information. They choose when, why and how much information to
given to the information services consumer. The consumer has no control over it.
2. Character Theory
A character theory is used to understanding media, such as print or electronic media texts or productions
such as films and plays. It is beneficial for examining and understanding media in which people take on the part of
an actor. These are prominent with academics teaching and researching media and film studies. They assist in the
recognition of the construction of different types of media and the roles of the characters. Character theories are
every so often grounded on stereotypes and the diverse features that make them up can either be used for positive
or negative purposes.
Erving Goffman’s character theory proposes that there are four main types of broad character in a media
text or production;
▪ The protagonist (leading character)
▪ The deuterogamist (secondary character)
▪ The bit player (minor character whose specific background the audience is not aware of)
▪ The fool (a character that uses humor to convey messages)
Learning Activity 4
Directions: Answer the questions below concisely but substantially. Write your answers on a separate sheet of paper.
1. How does the evolution of media shape the values and norms of people and society?
2. What do you think are the key values of media revolutionaries in the Philippines that paved media evolution in the
country? Explain your answer.
Learning Activity 5
Directions: Answer the question below concisely but substantially on a separate sheet of paper.
How does media help us in our daily lives?
Learning Activity 6
Directions: Write an editorial about the roles and functions of media in a democratic society (Picture Essay).

Now that you have learned the evolution of media, answer the following questions on a separate sheet of paper to
further check your understanding!
1. What are the four eras of media?
2. What are the traditional and new media?
3. What are the latest theories on media and information?
4. What does media do for us?
5. How do traditional media relate to the new media and vice versa?
6. Being a Gallegan and considering our vision and mission, what do you think would be the next major mass medium
that will be developed in the next ten years? How this mass medium works and how it could affect the world?
Provide an illustration of this medium.
LESSON 4
TYPES OF MEDIA
Lesson Objectives:
1. Define, identify and differentiate the three types of media.
2. Explain and discuss how society is portrayed in public using different media.
3. Analyze information from different types of media.
Starting Point
In the previous lessons, you have acquainted with the history of media development and the importance of being
media and information literate. Technological determinism proved that types of media expand as technology evolves.
Today, technological developments go as far as combining all traditional media into one, and utilizing computer and
internet in almost every aspect of people’s lives, especially in the urban areas. Many still emerge as time goes by. With the
still-rising boom of technology, it is important for you to learn how to classify and use each medium, and know the reason for
converging these media in delivering and consuming information.
Let us check your readiness in this lesson by doing the following activity!
A. Using a dictionary, define Media and Convergence.
B. Identify whether the following statements are True or False. If false, explain how do say so.
1. Newspaper publishing is a dying industry.
2. Mass media are pervasive in people’s daily lives.
3. Traditional mass media is slowly being replaced by the new media.
4. Internet changed the media landscape.
Lesson Proper
What is Media?
Media is the main means of mass communication regarded collectively. It is used to transfer information to an audience for
mass informing.
Mass media can be classified into three forms: print, broadcast, and new media.
Print Media
Print media, the industry of printing and distributing information, is the oldest form of the media. Early news sheets
appeared in early 700 – 100 BCE, when the Chinese imperial courts circulated the ti-pao (government gazette) throughout
China and when the Arabs carried Chinese techniques of papermaking in Europe. The ancient Roman government
published a news sheet known as the Acta Diurna (Daily Events), carved on stone or metal, which were regularly posted in
the Roman Forum. Contributing to the widespread use of the print medium is the development of the Gutenberg press in the
1440s. British philosopher Francis Bacon once regarded printing as one of tree inventions that “changed the whole face and
state of things throughout the world,” the other two being gunpowder and compass.
The print medium has different forms; it can be a book, a newspaper, a magazine, a journal, or others.
Of the different forms of the print medium, books are considered to be the oldest, which can be traced back as far
as 3,500 BCE with the invention of the Sumerian ancient style of writing, the cuneiform. In the early medieval period when
printing press was not yet existed, books were not considered as primary means of communication because only the
educated and affluent can have them. However, with the proliferation of the printing press, many people gained access to
books and became informed of their situations in the society.
Books contain almost any kind of information. A book can be a novel, an instructional material, an anthology of
creative works, etc.
In receiving news, however, people in the olden times mostly relied on newspapers. A newspaper is a lightweight,
serial publication which comes out regularly (daily, weekly, or monthly), and contains news on current events of special or
general interest.
The first newspapers appeared in Germany, France, and Belgium in the 1600s, when entrepreneurs set up
newspaper publishing houses and home distribution systems. Newspaper can be regarded as the first to reach the mass
audience, serving all classes in society. London’s Daily Courant was the first daily newspaper (1702), while mass-circulation
media began in 1833 with the first “penny press” newspaper, The Sun.
The first modern newspapers started in print size, until it grew into what came to be called broadsheet, which
measures six columns wide and 22/24 inches long. The most prominent local broadsheets in the Philippines nowadays are
Manila Bulletin, Philippine Daily Inquirer, and The Philippine Star. Another type of newspaper is the tabloid, which is half
the size of a broadsheet. It is intended for the masses, with its price practically lower than broadsheet’s. There are about 23
tabloid newspapers in the country, such as Abante, People’s Journal, Pilipino Star Ngayon, and Inquirer Libre.
Another popular form of print medium is the magazine, which targets a variety of audiences by offering a
smorgasbord of articles that aim to entertain, inform, or advertise. In 1731, Englishman Edward Cave, the publisher of The
Gentleman’s Magazine, invented the term “magazine” from the Arabic word makhazin, which means “storehouse”.
Magazines are primarily intended to entertain readers, especially in its genesis during the 1600s and 1700s, when the
literacy rate of people had increased. Magazines became mass media in 1821 with the appearance of the Saturday Evening
Post in the USA.
Today, magazines are characterized by their highly appealing and colorful prints on special papers. Some of the
most popular magazines in the world are National Geographic, Time, and Reader’s Digest. In the Philippines, magazines,
printed on glossy papers or on newsprints, come in different varieties: show business, fashion, home living, food, travel, and
more.
Similar to the magazine is the journal. It is a periodic publication focusing on a specific field of study. The main
difference between a journal and a magazine is that the former is peer reviewed, which means selected experts reviewed its
content before having it mass published.
Other materials that fall under print media are comics, flyers, and posters.
Outdoor Print Media (billboards, posters, signage, signs)

Most print media contents vary from advocacy and public service announcements. Advocacy, which includes
advertisement, marketing, public relations and political communication are often found in newspaper. Magazines contents
also vary from advocacy and entertainment, usually containing advertisement and marketing for products. Print media is
also considered to be more trustworthy when it comes to information credibility. When it comes to the printed media, the key
element for success is trust. Having credible and factual information gains reputation and builds up trust among the readers.
Build up the trust and it will not waver, that is how successful printing presses are still standing today in this day of age.
Broadcast Media
This type of media can transmits information immediately to the widest possible audiences. Classified as the most
convenient and practical way of communicating information to a wide audience, but it is also classified also as an improper
way of transmitting information to the audience due to the fact it is immediately broadcasted.
The broadcast media is commonly associated with two forms: the radio and the television. As described by Robles
and Tuazon (2014), “broadcasting is a form of mass communication that utilizes radio and television to transmit messages
and programs via the airspace”. In this context, airspace means the part of the atmosphere where frequency bands are
available to transmit messages to and from broadcast devices.
The utilization of airspace is a big development in media technology which introduced a new form of
communication. Through this, people are now able to send messages to a large number of people in real-time. Producers of
media content no longer need to deliver their products (e.g., books, newspapers, etc.) to physical stores, such as book
stores and newsstands.
The history of the broadcast medium can be traced to the development of technology in the electronic age. In 1877,
Thomas Edison introduced the cylinders for his phonograph. This was followed by other forms of sound recordings. In 1948,
Columbia records introduced long playing (LP) 331/3-rpm disks, beginning a new mass medium since print was developed.
Cassettes were invented in 1963, which used magnetic tapes. Compact disks or CDs, as popularly known, emerged as the
dominant type of recording in the early 1980s until digital formats were created in the late 1990s to early 2000s.
Film cameras and projectors were invented in the 1880s by Thomas Edison. In 1885, Auguste and Louis Lumiere
invented the cinematograph, a camera and developing of film or motion pictures. Early motion pictures were made without
sound and in black and white. Sound movies were first introduced in 1927, while the colored format emerged in the late
1930s.
Today, there are lot of film types being shown in any medium available, such as animation, biopic, chick flick,
documentary, epic, feature, and more. Each of this film type has a specific theme where the gist of the story revolves.
The first radio signals were transmitted by Guglielmo Marconi in 1895 (who used Morse code through his invention
wireless telegraph). Then, radio broadcasting began in the early 1900s with the first long distance voice and music
transmission done by physicist Reginald Fessenden. Since then, radio became the primary transmitter of news and auditory
entertainment (music and audio dramas) in Western societies.
Radio was introduced in the Philippines in 1922 during a test radio broadcasting from the Nicholas Air Field in
Pasay, attributed to an American known as Mrs. Redgrave. This is also considered as possibly the first radio broadcast in
Asia. Commercial radio broadcasting started in 1924 with the establishment of KZKZ (AM) by another American, Henry
Herman Sr.
The oldest radio station in the country is DZRH, which first signed in as KZRH in 1939. The Philippine Broadcasting
System (PBS), a government-owned radio broadcasting company, is known to be the pioneer for development broadcasting
with its broad news and public affairs program. Since then, the radio became a formidable and an important mass medium
among Filipinos. In fact, the radio played an important role in many events in the country’s history. During World War II, then
KZRH broadcasted the “Voice of Freedom” from its transmitter in Corregidor. Anchor Norman Reyes announced the fall of
Bataan in 1942: “Bataan has fallen…But the spirit that made it stand, a beacon to all liberty-loving people of the world,
cannot fall”. Another example of the important role of the radio was already mentioned in the previous chapter, the 1986
People Power Revolution, which led to the fall of the Marcos dictatorship. It started with an appeal from the late Jaime
Cardinal Sin aired over the Catholic Radio, Radyo Veritas, to support then General Fidel V. Ramos and then Defense
Minister Juan Ponce Enrile as they defend themselves from military troops loyal to then President Marcos who was
instructed to take control of Camp Aguinaldo.
Another famous broadcast medium is the television, developed from the technology used in radio. The Pioneer
Corporation introduced the first television sets to the USA and the first television stations went on air in 1941. By 1948,
almost three percent of all households in the USA already owned TV receivers. By the end of 1955, almost 65 percent of
American households owned television sets.
Locally, it was not until the 1950s that if finally arrived in the Philippines. The University of Santo Tomas and FEATI
University in Manila are credited for experimenting with televisions before it turned commercial in 1953 through the opening
of DZAQ-TV Channel 3 of the Alto Broadcasting System in manila. Currently, there are three major local television networks
in the country, ABS-CBN Channel 2, TV 5, and GMA Channel 7.
The television became the major entertainment and information medium of the public, resulting to a decrease in
movie attendances, radio listenership, and newspaper readership. Because it provides the audiences both sound and visual
satisfaction, as well as individualized media experience (people watch TV programs in the privacy of their own homes), the
public easily accepted the television as a source of entertainment and information better than other media.
As mentioned, Broadcast Media's main purpose is for the sake of immediate transmission to a wide audience.
Often used for daily news reports on television and radio broadcasts. Broadcast Media can also be exhibited in daily life
through the usage of wired/wireless communications. As convenient it may seem, just like with print media, information
credibility is a concern. Unlike the print media, the time for validation and research of the said information is limited because
of the immediate need for it to be broadcasted, making its credibility weak.
New Media
Technological advancement in the past decades has led to profound changes in the field of communication and
media. These developments paved the way for the discovery of new media.
The term “new media” has been in use since the 1960s. Generally, it refers to digital media that are interactive,
incorporating tow-way communication, and involving a form of computing. As opposed to the traditional media, new media is
linked with information and communication technologies that have been developed in recent years. These include
computers, internet, satellite televisions, compact disks, e-book readers, and more.
This is the type of media that now uses the newest means of communication, digital technology. Internet, the main
gateway for accessing such information is considered to be the easiest way of gaining information. The internet provides
connection with people all over the world, making transmission of information through conversation and connection possible
with people of different cultures.
The new media opens more opportunities for transmitting media to an audience that doesn't have a specific culture.
It is able to reach a wide audience of people, making it a good medium for advertising products for international purposes.
Despite its conveniences and easier access, the information the internet provides vary. The internet is open to world for
access that would mean that the internet can provide not so credible information because anyone can access and change
the information.
Learning Activity 7
I. Directions: Choose an appropriate medium for the following instances. Explain the reason behind your chosen medium.
Write your answer on a separate sheet of paper.
1. You need to discuss in class the latest trends in biology. Your discussion should be accurate and up-to-date.
2. There is a heavy storm in your area. Your family wants to know updates from the government, but there is a
massive blackout. Network signals are unavailable too.
3. Your teacher in 21st Century Literature wants you to provide a point-by-point analysis of Haruki Murakami’s
Norwegian Wood.
4. You need to fine where the absolute location 14°39′ 0′′𝑁, 120°58′ 4′′𝐸 points in the map.
5. For your report in Oral Communication, you need to analyze how the president will deliver his upcoming State of the
Nation Address. Your analysis must include his language, gestures, and way of speaking.
II. Directions: Answer the question, “How is the society portrayed by media?” concisely but substantially on a separate
sheet of paper.
Learning Activity 8
Directions: Conduct an interview in your relatives (i.e., mother, father, uncle, aunt, etc.) about where they usually get the
following information:
1. News 2. General Information 3. Entertainment
Measures how much of their answers belong to print, broadcast, and new media.
Media Convergence
As technologies evolve through time, so do media and information. Three decades ago a person had to cancel
his/her plans for a certain time period in order to watch a new episode of his/her favorite TV program. Today, one can easily
watch a missed TV episode via internet or purchased DVDs.
This is what media convergence is. It is the phenomenon that connects different forms of media together. As
Britannica writer Terry Flew (2016) puts it, media convergence is the result of the internet and of media content digitization,
rounding up the “three Cs” in media – computing, communication, and content – into one.
However, convergence in media does not only refer to the merging of distinct technologies, but also to the
interconnection created by the melding of the different media platforms today. According to Burnett and Marshall, as cited
by Jeff Wikinson (2005), convergence is the “blending of the media, telecommunications and computer industries,” or simply
the process where all forms of mediated communication come together into one digital form.
Television shows started using hashtags to create a more inclusive interaction between the program and its
audiences. By posting comments, reactions, or feedbacks online, the public are able to express their feelings toward the
host, the artist, or the topic of the program to which the hashtag is relevant. This is one example of convergence.
Another basic example of media convergence is in terms of content. Before, videos are only accessible through
films and televisions; news articles can be read in the newspapers (otherwise listened through the radio or watched through
the television); novels can be read by buying physical books. Specific content is only accessible through a specific medium.
However, with the introduction of the internet, the once restricted content is now accessible through various platforms.
Books are now digitized, television programs are available online, and newspapers are turned into digital formats. This
melding of print, electronic, and photographic media into digitized form is also called technological convergence.
Learning Activity 9
Directions: What are examples of media convergence? Observe your surroundings. Take a picture/screenshots of
instances that show media convergence (i.e., newspaper article published online, etc.). Put the pictures on a sheet of paper;
then on the last part, write concise but substantial essay on how media convergence affects the state of the print and
broadcast media.
Portrayal of Society in Mass Media

As mass media continues to evolve in the passing time, media has developed on what society calls, Stereotypes.
Mass media has always played a significant role in the modern world. Entertainment and transmission of information has
influenced the audience to a certain point that it can manipulate people's attitude and opinions. Using the information they
receive about the world, they sort and simplify the acquired knowledge and use them to create cognitive schemes. Cognitive
schemes are representations of reality displaying its most fundamental and typical factors and properties. The scheme is
what gives the definition of our worldview and influenced our social cognition significantly.
Stereotypes, one of the most important schemes used for orientation in the social environment. Stereotypes
represent the opinions among members of a specific group about other groups. These opinions can be a result from one's
own observations or simply be adopted from influences of others, such as family, friends and media. Because of the many
generalizations and simplifications that people produce, they create stereotypes, present incomplete, subjective and
sometimes even a false image of reality. Generalized ideas such as stereotypes are often based on tradition and are
resistant to change.
In the modern era, stereotypes are important factor of how modern people interact and socialize with each other.
Having stereotypes, people have detailed knowledge about certain type of people, making it possible for people to easily
categorize new things into more comfortable spaces already defined by experiences.
Stereotypes give both positive and negative effects. An example of a positive effect would be the one mentioned
before the fact that it gives an overview or an easier grasp of understanding that would help the individual respond to that
type of situation.
Despite the conveniences, Stereotypes also give way to creating such stereotypes based on false information. As
mentioned, stereotypes are derived from observation and influences, but one would question if these observations and
influences are actually true. The new media is a gateway for information; if it is possible to share factual information through
the web, then it is also possible for untrue information to be shared through the web. False information is not the only factor
that contributes to such stereotypes, but also misinterpreted information. Misinterpreted information can be gained from
communicating with people. Now let's look more into the well-known Stereotypes:
Gender Roles
As mentioned before, mass media not only transfers information, but also shapes people's opinions, attitudes and
beliefs. In the case of gender roles, society had established the dominance of men over women in the past. Before, men
had been perceived as the head of the household and women were mainly the housewives. In the present, however,
differences of dominance between men and women are much smaller. Despite the change in the times, mass media still
retains the traditional gender stereotypes. For example, in entertainment media, in some instances television shows, such
as romance and drama series, introduce characters with stereotypical attitudes and behaviors like female characters being
reliant and submissive towards their husbands etc.
Stereotypes of gender roles don't stop there. Media such as print and broadcast media also exhibit examples of
stereotypes. In print media for example: in mediums such as magazines and newspapers, men generally advertise cars,
cigarettes, and business products. On the other hand, women generally advertise cosmetics, fashion and domestic
products. Women are also most likely portrayed in the home environment, while men are often portrayed outdoors.
There are many variants of stereotypes and women can be presented in several. Most popular is: A woman whose main
problem is the lack of ideas for dinner. Another would be the distinguishable stereotype of female vampires — sexy and
seductive, the embodiment of every desire of a man. Another would they present a be the major concern of women to
preserve their beauty. Hence' However, healthy lifestyle, physically active, and use a wide range Of cosmetics mostly very
thin actresses assume this role in commercials, leading to the assumption, that only thin women can be beautiful and
healthy. As a result, many female receivers have gained an obsession with their weights, which can result into something
negative.
For men, there are also many various types of stereotypes. One of which, being the typical "real man", athletic,
successful, professional, seductive with a gorgeous woman by his side. The other type, being less popular and presents
men devoted to their loved ones and family who can save enough time for theme Men are rarely presented in
housecleaning commercials, and if they are, they often appear as the "experts" who know how to do the housecleaning
properly.
Men and women appear together, they are often presented as a couple or a married couple. In a competitive
scenario, however, women appear to be weaker than men.
Seductive female vampire; Female stereotype
Clear portrayal of gender stereotypes
Racial and Racism

Before delving into this topic, one must understand that Racial and Racism are two different things. Racial,
meaning "of or relating to race" refers to the differences of a race. Racism, however, meaning prejudice and discrimination
directed against an individual of a different race based on the belief that one's own race is superior, is clearly different from
the word "racial".
Stereotyping has it downsides and advantages, for example, racial stereotyping gives us a view of ethnicity of the
races, their culture, religion, nationality etc. However, negative stereotyping arises out of an ethnocentric view of the world;
one's own group is the center of everything while all the other groups are rated in references to it. Negative stereotypes are
merely prejudicial judgment, assigning negative qualities to other groups, which we would call Racism. people who are
subjected to being stereotyped can slowly be by it, causing low self-esteem, low expectations, low motivations etc. For
example, Nigerian people were discriminated for their color in the earlier ages and the constant discrimination led them to
believe that they are of lower species from the whites.
Despite all of these, repetition tends to normalize stereotypes, because constant repetition of stereotypes only
validates and perpetuates them. Stereotypes aren't just created on a whim and they are often created from a certain "kernel
of truth". The kernel of truth is a characteristic of a certain group that is widely accepted as the truth. Such specific
tendencies however, should never be applied to every member of a group. Stereotypes generalize individuals within a
group, clearly emphasizing sameness and ignoring individual variety. For example, saying that Asians are intelligent and
highly capable in the area of mathematics is a generalization that all Asians are capable of math. In short, the media uses
stereotypes as a shorthand method of defining characters in a way that would make it easy for people to identify and
categorize. Present media is more sensitive to issues of culture and gender than it once was, and oversimplified and
inaccurate portrayals have affected how we perceive one another, how we relate to one another and how we value
ourselves.
Learning Activity 10
Directions: Answer the following questions concisely but substantially on a separate sheet of paper.
1. How is the society portrayed by media?
2. What are your views on the Portrayal of Society in Media? Do you think having stereotypes affect the younger
generation in a positive way? Explain your answer.

In this lesson, you have learned that media evolves as time goes by. There are different media that have been
invented and/or created that greatly help us in terms of mass communications. Let us look back with what we have
discussed by answering the questions below on a separate sheet of paper.
1. What are the different types of media?
2. How do you define media convergence?
3. What do you think are the advantages and disadvantages of media convergence?
4. As a Gallegan, how can you use the different types of media considering the vision and mission of our institution?
LESSON 5
MEDIA AND INFORMATION SOURCES
Lesson Objectives:
1. Define media and information sources.
2. Identify indigenous media and types of information sources.
3. Differentiate potential sources of media and information.
Starting Point
Information is everywhere. It is a powerful and essential element in decision-making. People rely on different
information sources in making choices, crafting solutions to problems, and more.
To obtain accurate, adequate, relevant, and timely information, students should know the various sources of
information aside the major types of mass media previously discussed in Lesson 4. In the Philippines, Filipinos have
indigenous sources, apart from the library, the internet, and other tools from which people usually obtain information.
Let us first activate your mind by doing the following activities!
A. Video Presentation
Directions: Watch the video clip presentation from YouTube; then answer the question that follows on a separate
sheet of paper.
Introduction to Information Sources,
https://www.youtube.com/watch?v=bArwOnVhUd4; date accessed: January 08, 2020
1. What is media and information source?

2. How do you define indigenous media?
3. What are the types of information sources and how should you use them?
B. True or False
Directions: Which of the following statements do you believe are true? Justify and write your answer on a separate
sheet of paper.
1. Library is the most reliable source of information.
2. Indigenous sources of information are no longer relevant today.
3. Secondary sources are more dependable than primary sources.
4. People should avoid using the internet for sourcing information.
C. Collecting Information
Directions: Collect information about any of the following topics. Make sure to retrieve information from the
newspaper, television/radio, or internet. Remember to include the newspaper title/program title/website from which
you have retrieved your information. Write your answer on a separate sheet of paper.
1. current president of the Philippines and his biography
2. current vice president of the Philippines and her biography
3. current mayor in your city/municipality and his/her biography
Lesson Proper
Media and Information Sources
Information Sources are the producers or givers of information, and people who use it are the consumers. These
sources also serve as the means by which people record information for future consumption. There are a lot of information
sources available today: books, periodicals, dictionaries, encyclopedias, and the internet. Even people are considered
information sources with their personal experiences, opinions, and stories.
A media and information source is any resource that serves as a means of communicating to a general, public
audience. These sources are important because the medium in which we receive a message shapes the message. For
instance, TV is a sort of visual media. The blend of pictures and words frequently bring out an enthusiastic reaction from
viewers. TV viewers regularly recall how a news story made them feel, instead of the points of interest of the story.
Indigenous Media and Information Sources

Indigenous Media produce premium scripted substance local to the whole range of configurations starting with
new and rising stages, crossing the distance to conventional film and TV.
Whether it’s VR, short-shape, TV, or film, we are occupied with giving the world’s most remarkable storytellers a
stage, and helping them find a group of people.
Indigenous media is particularly situated among conventional and advanced diversion. We can influence
components from both sides to make a special style of substance. Through indigenous media, we can learn some
information about our ancestors and what they have done during their time, if and only if, the story was inspired by or is a
true story.
Example movie: The Dead Lands (This movie talks about a tribe slaughtered through an act of treachery.)
Types of Information Sources

In general, there are three types of information sources: primary, secondary, and tertiary sources.
A primary source is an original, uninterpreted, or “first-hand” material of information, created by the person(s)
directly involved in an activity or an event. It provides researchers and students a closer look on the original ideas and
experiences of events based on the first-hand experiences of the person(s) who created it. This rawness makes primary
sources more reliable and valid, while allowing the reader to interpret the information, rather than rely on the interpretation
of other authors or writers.
Primary sources include speeches, autobiographies, personal letters, photos, diaries, and manuscripts, among
others. An interview can become a primary source when the interviewee shares his/her direct knowledge about a topic.
On the other hand, a secondary source provides an information obtained through a number of primary sources
and has undergone editing or interpretation. Secondary sources may offer interpretation of the information gathered from
primary sources, providing a different perspective for the readers. An autobiography is considered a primary source, while a
biography is a secondary source written by an individual describing the life of another person.
Scholarly books and articles are generally considered as secondary sources. Other types of secondary sources
include encyclopedias, research articles, dictionaries, histories, commentaries, magazines, and newspaper articles.
A tertiary source consists of summaries and collections of both primary and secondary sources. Unlike the first
two types of information sources, tertiary sources are not always considered to be acceptable materials for academic
researches as they only provide overviews of the original references. Reference materials that list or summarize ideas or
information (or indexes) are also considered tertiary sources, including some textbooks, encyclopedias, and other materials.
Distinguishing and classifying documents as primary, secondary, or tertiary may sometimes seem ambiguous. One
important element to consider in classifying information sources is time. When a source has produced the information close
to the time of the event or activity, there is a big chance that it is a primary source.
Another element is how the article is written, which some literature point as the rhetorical aim. According to MEPI
(2013), an article written with a persuasive or analytical approach is probably a secondary source. Most often, these
materials interpret the event rather than reporting it.
Formats of information Sources
Now that you are able to characterize the different types of information sources, it is also vital acknowledge that
they can be classified into two formats, namely print and non-print.
1. Print
books, periodicals, newspapers, magazines, photographs, reports, journals, dictionaries, encyclopedias,
government documents, and records
2. Non-Print
audio, video, audio-video files, microform, microfilm, digital documents, and other materials in digital formats,
usually saved in computers, compact disks, DVDs, and other storage devices
Where to Find Information Sources?

Library
A collection of sources of information and similar resources, made accessible to a defined community for reference
or borrowing. It provides physical or digital access to material, and may be a physical building or room, or a virtual space, or
both. A library includes books, periodicals, newspapers, manuscripts, films, maps, prints, documents, microform, CDs,
cassettes, videotapes, DVDs, Blu-ray Discs, e-books, audio books, databases, and other formats.
Types of Books:
1. Non-Fiction
Biographies are examples of non-fiction works. Most biographies are non-fiction, but not all non-fiction
works are biographies by any means because biography of a fictional character is really a fictional book.
Journals such as The Diary of Anne Frank are also a journal, but it is a nonfiction journal. Other examples of
non-fiction books are "how to" books and travel books.
2. Fiction
Fiction is the product of the writer's imagination. Perhaps some of their elements are based on hints of
truth, but they have been elaborated, fabricated, and used to embellish into a new story. Examples of fiction
books are The Sun Also Rises, To Kill a Mockingbird, and Their Eyes Were Watching God.
Most schools have libraries of their own; some city governments have too. In the Philippines, the National Library of
the Philippines serves as the premier library which houses the most number of printed materials in the country. For easy
reference, all of its materials are recorded in a database. The researcher can type in the keywords of the information that
he/she wants to obtain and the database will show all results that contain the typed keywords, including the room where
these materials are located. To keep up with the advancement of technology, many libraries in the country follow to this kind
of library referencing.
Internet
The Internet is by a long shot the most well-known wellspring of data and the favored decision for news in front of
TV, daily papers and radio, as indicated by another survey in the world. The Internet was also selected as the most reliable
source of news by nearly 40 percent of adults, compared to 17 percent who opted for television and 16 percent who
selected news-papers and 13 percent listened to the radio.
The internet is a global network of computers that allows computer users around the world to share information for
various purposes. It is an interconnected network of networks where each host – a computer directly connected to the
internet – has a number of other computers connected to it. Compared to a library, the internet is more accessible and more
convenient to use. In a split-second, a researcher can obtain answers to his/her query of information by merely typing
his/her query in a search engine’s search bar.
Examples of Internet Media and Information Sources:

1. Wikipedia
The historical backdrop of Wikipedia formally started with the dispatch of Wikipedia on 15 January 2001 by
Jimmy Wales and Larry Sanger. Its mechanical and calculated underpinnings originated before this; the most
punctual known proposition for an online reference book was made by Rick Gates in 1993, however the idea of
a free-as-in-opportunity online reference book (as unmistakable from simple open source) was proposed by
Richard Stallman in December 2002.
2. Google
Google.com is registered as a domain on September 15. The name—a play on the word "googol," a
mathematical term for the number represented by the numeral 1 followed by 100 zeros—reflects Larry and
Sergey's mission to organize a seemingly infinite amount of information on the web.
3. Bing
Bing is a web search tool claimed and worked by Microsoft. The administration has its starting points in
Microsoft's past internet searchers: MSN Search, Windows Live Search and later Live Search. Bing gives an
assortment of inquiry administrations, including web, video, picture and guide seek items. It utilizes the ASP
.NET programming dialect and takes after the configuration standards of Microsoft's "Metro" plan dialect.
4. Yahoo!
Yahoo! was started at Stanford University. It was founded in January 1994 by Jerry Yang and David Filo,
who were Electrical Engineering graduate students when they created a website named "Jerry and
David's Guide to the World Wide Web".
Indeed, it is easier to obtain information on the internet; however, it is also more difficult to check for information’s
accuracy on this medium. Almost anyone who has access to the web can post
anything online, while most printed materials can be found in the library come from Self-Check!
reliable and valid sources. This is because books, journals, and other prints When did I last visit the
undergo substantive editing and fact-checking before being distributed for mass library for research? When shall I
communication. use internet and the library for
obtaining information?
Other Media Information Sources:
1. Magazines
Periodical publication containing articles and illustrations, typically covering a particular subject or area of
interests
2. Newspaper
A printed publication (usually issued daily or weekly) consisting of folded unstapled sheets and containing
news, feature articles, advertisements, and correspondence.
3. Encyclopedia
A book or set of books giving information on many subjects or on many aspects of a subject and typically
arranged alphabetically
Another important but somehow neglected source of information is the indigenous media. This refers to a form of
media conceptualized, produced, and circulated by indigenous people as vehicles for communication, specifically for
cultural preservation, cultural and artistic expression, political self-determination, and cultural sovereignty. Primarily, any
media utilized by indigenous communities to communicate and disseminate information may be considered a form of
indigenous source.
Folklore, folk music and dances, and other indigenous art are considered as indigenous media.
Directions: Answer the following questions concisely but substantially. Write your answer on a separate sheet of paper.
1. What are the differences among potential sources of information? Answer this using a table.
2. Is Wikipedia a reliable source for students? Explain and support your answer.
3. In your own opinion, what do you think is the most reliable source of information, why?
In the previous segment, it was said that materials in the library can be considered as more reliable sources of
information than the internet. However, this cannot always be true.
It is important that one should be able to discern meticulously the facts from the bogus, the logical form the fallible,
and the valid from the invalid.
Evaluating Information and Media

To begin, there are two different types of information: truths and untruths. It is difficult to determine whether an
information is a truth or a lie. Some often misconceive the idea of “facts” as information delivering the truth of an event or a
concept. However, facts are only data gathered through a rigorous process of tests, studies, and evaluation. They
oftentimes present incomplete angles of events; they may obscure truths, or worse, unconsciously propagate untruths. A
fact may be misinterpreted, thus bending the truth behind an information.
For example, it is a fact that there are archeological artifacts that support the theory of evolution, but it is still moot
to consider the theory itself as the truth behind life.
In evaluating information – whether text, image, audio, or multimedia – one must remember to ask the following
questions.
1. What/Who is the source of information?
It is necessary that before you believe an information, you must first know what or who is its information
source. Typically, an information source can be found through a citation or a bibliography.
The Meaning of the Philippine Flag
The white triangle in the Philippine flag represents the distinctive symbol of the famed Society of the Katipunan, which
through the blood compact impelled the masses to rise in revolt; the three stars symbolize the three principal islands of this
Archipelago – Luzon, Mindanao, and Panay, in which the revolutionary movement broke out; the sun indicates the gigantic steps
taken by the children of this country on the road to progress and civilization; the eight rays signify the eight provinces – Manila, Cavite,
Bulacan, Pampanga, Nueva Ecija, Bataan, Laguna, and Batangas – which declared themselves in a state of war almost at the very
start of the uprising; and the colors of blue, red, and white commemorating the flag of the United States of North America as a
manifestation of our profound gratitude towards this Great Nation for its disinterested protection which it lends us, and continues to
lend us.
Source: RP Presidential Museum and Library
Retrieved from http://malacanang.gov.ph/history-of-the-philippine-flag/
Compare to popular belief, the colors of blue, red, and white originally commemorate the flag of the
United States of America as a symbol of gratitude of Filipinos to their help in ousting the Spaniards in the
Philippines (RP Presidential Museum and Library, n.d.).
Bibliography
Republic of the Philippines Presidential Museum and Library (n.d.). History of the Philippine Flag. Retrieved from
http://malacanang.gov.ph/history-of-the-philippine-flag/
If the source of an information is not stated, it is your duty as the receiver to determine its source. With the internet,
one can easily identify from which source of many information come from. You may type the information at the search bar of
a search engine and it will automatically load results that contain the information that you have typed.
Secondary and tertiary sources may contain subjective analyses of data, thus creating the possibility of information
bias. However, many primary sources may have some degree of bias too, depending on how it has been angled, perceived,
or interpreted. For example, two Filipinos who have experienced martial law are considered as primary sources. But these
two sources contain different perspectives of martial law: one relates the hardships of an activist, while the other tells the
stories of a farmer’s bountiful agriculture. In this case, how will you interpret information that you have obtained from these
primary sources?
To identify the perspective of an information source, one must acquaint oneself with triangulation, or the method
used to question the validity, reliability, and accuracy of an information source.
Jary and Jary (1995) defined validity as “the extent to which a measure, indicator or method of data collection
possesses the quality of being sound or true as far as can be judged”. What are the evidences used by the source in
presenting information?
On the other hand, reliability pertains to the extent to which a source exudes dependable, trustworthy, genuine,
and reputable process of information gathering. As Pierce (2008) described it, consistency is the main measure of reliability.
Is the information you have gathered from this source similar with those of the provided? To answer this, it may help to
examine the credentials of the author in the bio section of the article/book or in the “about us” page of the website. It may
also help to check the validity of the author’s credentials.
On the internet, many sources provide the same information. Websites adopt and readopt information from other
sources either to gain profit (clickbait websites) or to lessen their effort in presenting the information. In this case, it is your
responsibility as an information consumer to trace down the root of the information or the main source of the information.
In the given example, if you prove the two sources to be valid, reliable, and accurate, you must not reject one
information just to favor the other. This is the reason why there are many conflicting opinions and beliefs in society. One
does not easily accept the information given by the other, and vice versa, because it contradicts his/her personal
convictions. It is hard to accept information from a person with opposing views because it detriments his/her own beliefs;
however, it is easy to construct meaning upon the information that supports his/her thought. With this, tensions arise and the
possibility of unity becomes a blur.
To media and information literate, you must exercise objectivity to be able to have a glimpse of truth behind facts.
Also remember to fact-check and look for supporting details about the information that you have received.
2. What is the medium used?

The medium used in presenting the information is also crucial in evaluating information. Triangulation must
also be applied in this process. If the medium used is a journal or research paper, there is a bigger chance that the
information underwent a meticulous evaluation process before being presented to the public. However, remember
that even known publishers and researchers deliver untruths. Errata are published after erroneous information to
correct these mistakes.
Blogs, on the other hand, are more susceptible to bias. Information contained within blogs are based on the
bloggers’ actual experiences, and may provide varying interpretations. However, this may also give a wider view of
“truthful” information since many blogs exist without the aim to advertise a certain commercial entity, unlike many
“trusted” sources nowadays (i.e. newspapers, TV shows, etc.)
It is more difficult to apply triangulation on the internet. Anybody can post “facts” on it, and many people will
still believe them even if the information sources are not stated. With this, it may help to evaluate the domain of the
website that presented the information. Websites that end with domain “.com” are commercial sites; “org” are non-
profit organizations; “.gov” are government sites; and “.edu” are educational institutions. If you identify the domain
name of the website where the information is presented, you may be able to answer the next question.
3. What is its purpose?

Information sources have reasons why they present information; to inform, to persuade, to entertain, or to
advertise.
Generally, educational media such as researches, dissertations, journals, programs, and the like are
created to inform. Some blogs do so too. News entities, whether in print or on air, aim to inform people, along with
the purpose of gaining profit.
Propagandas which may hide in the form of news or educational materials, aim to persuade people. To
determine if an information is a propaganda, knowing about the background of the information source may help.
If the information source is a commercial entity, there is a big possibility that the reason behind the
presentation of information is advertisement. For example, a pineapple juice company may inform the people of the
advantages of pineapple to a person’s health, with the aim of promoting its product. Sometimes with this purpose,
facts can be distorted into untruths for the benefit of the product or service that is being promoted.
4. How is the information made?

The answer to this question will vary upon the type of information being evaluated. Text, visual, audio,
motion, and multimedia all have different styles and guidelines in production. This is why it is important for you to
learn, not just how to evaluate information, but also produce them. Guides in the production of information will be
tackled next quarter.
I. Directions: Search information on how to be an information literate individual in relation to your professional
track / strand. Observe proper citations. Write your answer on a separate sheet of paper.
II. Directions: Pick a local news in the newspaper or online news page. Evaluate the information presented by
answering the questions below. Write your answer on a separate sheet of paper.
1. Who/what is the source of information?
2. What is the medium used?
3. What is the reason behind releasing or showing this information to the public?
4. How is the information made?

Let us further check your understanding by answering the following questions on a separate sheet of paper.
1. What is media and information source?
2. How do you define indigenous media?
3. What are the types of information sources and how should you use them?
4. Explain triangulation.
5. How can you gather information from different sources applying the core values of our institution?
LESSON 6
MEDIA AND INFORMATION LANGUAGES
Lesson Objectives:
1. Define media language; codes and conventions; image analysis; semiotics; denotation; and connotation.
2. Identify the different types of media languages and elements of codes and conventions.
3. Analyze image based on its form and content.
4. Search and present an issue on how information is being disseminated to public by the use of codes and
conventions.
Starting Point
Have you read the Harry Potter series? or watched its movie tie-up? Because of its success—in both books and
films—perhaps only a few people in the world have not yet heard of the name "Harry Potter."
If you have read the series, you may have noticed that many of the elements in the books were not accurately
represented in the movie tie-up. For example, in the book, Harry Potter was described as a boy with "a thin face, knobbly
knees, black hair, and bright green eyes." Yet, in the film, the actor who portrayed Potter did not actually look as close to
the character in the book. How did you react upon seeing their differences?
Different media and information sources use languages that communicate different messages. In this lesson, you
will learn how ideas are communicated through and by the various media and information sources that have been
discussed in the previous lessons, and how to use media languages in conveying messages through different media.
Let’s begin this lesson by doing the following activities!
A. Research Me!
Directions: Research about Marshall McLuhan’s essay, entitled “The Medium is the Message” from the book
Understanding Media: The Extensions of Man (1964).
Read the essay; then answer the questions that follow on a separate sheet of paper.
1. How will you explain McLuhan’s famed phrase, “the medium is the message”?
2. Do you agree with McLuhan’s opinion? Explain.
3. How did McLuhan explain the differences of the varied forms of media?
4. Based on McLuhan’s aphorism, explain the impact of the internet on human communication.
5. Is McLuhan’s argument still applicable in the present society? How so?
B. True or False
Directions: Which of the following do you believe are true, and which are false? Justify and explain your answer on
a separate sheet of paper.
1. Different forms of media use different languages.
2. Technical aspects of media sources, such as sounds and lighting, affect how people interpret a message.
3. Media and information sources speak differently to its audiences even if they have similar content.
4. The medium is the message.
Lesson Proper
Marshall McLuhan, in his essay “The Medium is the Message” (1964), said that media shape and control the scale
and form of human association and action. Media are no longer considered as mere channels that transmit messages from
the sender to the receiver. Their very essence as media are enough to be considered as the message itself. This happens
through the use of media languages.
Media Language
Media language is a method, consisting of signs and symbols, used by information producers to convey meanings
to their audiences. It is a set of technical codes and conventions to communicate information. Each medium has a specific
media language.
In other source, media language is also a way in which the meaning of a media text us conveyed to the audience.
One of the ways Media language works is to convey meaning through signs and symbols suggested by the way a scene is
set up and filmed. This is how the media communicates to the audience.
There are different types of media languages which include visual, aural, written, verbal, and non-verbal.
1. Visual Language
Television and film. What is on the screen has been chosen specifically to generate a series of effects and
meanings (semiotics). Specific camera angles and movements are chosen to tell the story and meaning of that
scene.
2. Aural Language
Diegetic/non-diegetic sound. Sound can help create a scene and construct the environment, atmosphere and
mood. The aural language of a media text can also help us to define the genre of a piece.
3. Written Language
This is the print-based media, also in text such as captions for photographs. The language chosen generates
meaning. Captions allow the publication to present story in a particular way.
4. Verbal Language
This is used in media areas such as television, radio and film. How the language is delivered and its context used
are important factors in the way meaning is generated for the audience.
5. Non-Verbal Language
This is in terms of body language: gestures and actions. The meaning received by the audience is seen through
how the actor uses their body.
What is Media Text?

In Media Studies, “text” is utilized to depict any media item, for example, TV programs, photos, adverts,
newspapers adverts, film, radio programs, web pages and so forth. “Texts” are therefore the main point of our study in
understanding how media languages create meaning.
Any native language itself is a set of codes: letters made up into words, words made up into sentences and
sentences made up into paragraphs. Just as we learn to read the letters, words and sentences, so, too, we learn to ‘read’
media codes and languages. We learn that sounds or images can be put together in particular sequences, working as
codes, to give particular meaning.
Codes and Conventions

Media language can be further characterized as codes and conventions.
Codes are systems of signs which create meaning to communicate ideas and impressions for an audience,
producers, and other stakeholders. There are two common types of codes: technical and symbolic.
Technical codes are ways in which materials are used to tell the story in a media text, such as camera angles and
techniques, framing, lighting, and exposure. On the other hand, symbolic codes comprise of objects, setting, body
language, and actions that signify things more than what is seen by the audience. Usual symbolic codes include hand
gestures (e.g. okay sign – thumbs up, anger – closed fist) and colors (e.g. red rose – love, black – death). There are also
codes than can be classified as both technical and symbolic, such as music.
Aside from codes, conventions are also used by media and information professionals to communicate ideas,
information, and knowledge. A convention, according to communication professor David Croteau and William Hoynes
(2003), “is a practice or technique that is widely used in a field”. This is a habit or a long accepted way of doing things,
relatively on the style or content. For example, one convention in the Filipino news broadcast is how anchors report news
with louder, non-monotonous voice – a contrast to their Western counterparts who report news mildly.
Conventions can be classified as either technical or genre specific. A technical convention is applied to the technical area,
such as the length of television series, films, or music videos. A genre convention is usually associated with the type of the
content. Classic genres include musicals, horror films, war films, comedy movies, romance films, and others. In most
Filipino horror movies, conventionally, it contains local type of horror characters (e.g. tikbalang, kapre, white lady, etc.). In
romance shows or films, Filipinos have been accustomed to the poor vs. rich, or Romeo and Juliet plots of love story.
What Make up Codes and Conventions?

Theme
The subject, or a specific theme in a scene or the entire film. For example, a film taking place in the 1950s; the
actors wear vintage clothing and environment and is set to be like in the 1950s.
Characters
A narrative might use:
Sympathetic characters – With whom the audience strongly identifies with. They may share qualities and values.
Unsympathetic characters – Audience dislikes them. They increase sympathy to the main character.
Setting
A setting can be used for a number of purpose such as:
1. Realism (Time and place of setting is made known).
2. Atmosphere (Reinforce desired mood) E.g. Horror movies, a post-apocalyptic scene.
3. Symbolism (Can be conveyed through setting) E.g. candles can symbolize a romantic atmosphere.
Props
Props, Sets and Locations can influence our interpretation of character as contribution to the atmosphere of the
film.
Narrative Plot
A linear plot (Events would occur in the same order they would occur in rela-life) manipulation of time (e.g.
flashbacks), suspense (it is hinted something dramatic is going to happen), a climax and resolution (main problem occurs,
comes to head and is sorted out), a sting in the tail (ending is a complete surprise and unexpected), and an open ending
(loose ends left – audience may be left wondering as story seems not over).
Sound
Sound builds the atmosphere. Scary scene – creepy music in background, creaking door, footsteps coming, etc.
Sad scene – slow and emotive music. Happy scene – laughter, joy, and upbeat music. Serious scene h may use silence to
enhance the atmosphere.
Image Analysis
Image analysis is the extraction of meaningful information from images from digital images by means of digital
image processing techniques. Image analysis tasks can be as simple as reading bar coded tags or as sophisticated as
identifying a person from their face.
We can start by looking at an image and describe what we see. This level of analysis is called denotation; an
important term we will look for more details later. In theory, at the level of denotation, everyone should be able to describe
an image in exactly the same way. However, as we all have a different understanding of the world (because we have
learned different ways), this is rarely the case in practice.
When analyzing images, it is common to distinguish between their form (how the image was created) and their
content (what is in the image). One of the key elements in terms of form is the framing of the image.
Form (How the Image is Created)

Framing defines the position from which the image was created. It is the border between the space we are allowed to
see and that which is out of our sight. All frames have a shape. In terms of framing a still image, you can vary
1. Angle. Refers to the camera’s angle in relation to the vertical. The most common is the “straight on” position. Other
commonly used angles are low angle, which is often used to indicate a position of powers as the audience is forced
to look up at the character and high angle, which means the audience has to look down on the character so often
suggests subservience.
2. Height. This is the height at which the shot is taken, usually eye-level, just under two meters.
3. Level. This refers to the camera’s horizontal angle. As with the vertical angle, usually it is “straight on” but the
camera can also be tilted on its side to the left or right to change the level.
4. Distance. This refers to the distance of the object from the camera. There are six categories:
a. Extreme long shot (e.g. a landscape)
b. Long shot (e.g. a group of people)
c. Medium shot (e.g. one or two people)
d. Medium close-up ( e.g. part of a body)
e. Close-up (e.g. face).
f. Extreme Close-up (e.g. part of face)
5. Depth of field. This refers to the distance between the nearest and farthest area from the camera which is in focus.
Deep focus photography will have the whole scene in focus, whereas a conventional photograph will focus on the
main object with the background of focus. Soft focus can be created by using special lenses and layers.
6. Lens type. Wide-angle lenses make the scene appear deeper than it is; an extreme wide-angle will give a “fish-
eye” effect while a telephoto lens pulls objects closer together (e.g. two athletes may seem to be running close
together but when the shot is cut you see the true distance between them).
7. Film Stock. This refers to the speed at which the film responds to light. A fast stock will produce grainy images
while a slow stock will require lots of light. Slow stock is the norm in cinema while most television companies use
video (Digebeta) tapes.
We have only looked at still the images, so far. There are also six types of moving images:
1. Pan (short for panorama). The camera moves horizontally from a static position;
2. Tracking (or dolly). The camera moves on tracks (or wheels) to give smooth movement;
3. Tilt. The camera moves up or down vertically from a static position;
4. Crane. The camera is moved on a device that can move up and down and laterally (the ultimate crane shot is the
helicopter shot)
5. Handheld. Gives the frame a shaky look, often used as a point-of-view shot.
6. Zoom. Technically not movement, but the change of the focal length bringing us closer or further away from the
object in the frame.
Content (What is in the Image)

Mise-en-scene means ‘Put into the scene’, refers to anything that goes into a shot, including sets, props, actors,
costumes, camera movements and performances. It is often seen as the principal vehicle by which a film’s meaning is
conveyed.
There are three main parts of mise-en-scene analysis:
1. The subject
There may be more than one subject in an image and we bring our cultural knowledge to bear when looking at
subject.
2. The lighting
This refers to how the image is lit. Think about:
a. Where is the lighting coming from: front, side, back, above or below?
b. Is the lighting of equal intensity? (unlikely)
c. Where is this light coming (or supposed to be coming) from?
Three-point lighting is the commonest set up, made up of a key, fill and backlight.
The key light is the main source of illumination and id directed on the subject, usually from 45 degrees above
and to one side of the camera. It is hard, direct light which produces sharply defined shadows.
The fill light is the soft or indirect light that “fills” in the shadows formed by the key light.
The backlight shines from behind the subject, usually to differentiate it from the background.
3. The setting
This is self-explanatory; we have different expectations, for example, of a tropical setting when compared to
an Arctic one. So, now we have the tools to be able to look at an image and talk about its form and content on a
denotative level.
Semiotics
Semiotics is the study of signs and symbols. It discusses the literal and potential meanings. It explores how words
and other signs make meaning. In semiotics, a sign is anything that stands in for something other than itself. This lesson
focuses primarily on linguistic signs.
Media Representations
Have you tried watching old Filipino action movies? Have you observed a trend when it involves police intervention?
Did you notice that police people always arrive late at the scene? Is this really how police in the country work?
What do you think of how media represent the world? Do you think they reflect what actually happens in reality?
Many scholars have proven that most of the media content are different from the real characteristics of the social
world (Croteau and Hoynes, 2003). Codes and conventions are used to represent an information in a specific manner that
oftentimes do not represent reality. This is referred to as media representation.
Croteau and Hoynes (2003) provided several issues that explained how media represent the world.
First, media representations are not the realities of the world, but only results of selection processes that highlight
some aspects of reality and neglect the others. Since modern people live in a society saturated with many media messages
and information, they tend to be selective in their choices. On the other hand, due to the limitations of time, space,
resources, and other constraints, media producers have to take into consideration their target clients or audience, profit, and
other aspects in producing information. Take the case of news reports. When super typhoon Yolanda hit Eastern Visayas in
2013, most media organizations were not able to present all sides of the stories for they could not reach all the locations
affected by the typhoon. Hence, they have only managed to interview or shoot information from selected realities in the
area.
Second issue presented by Croteau and Hoynes is that information producers use media to develop some ideals,
or to convey beliefs or principles. By doing so, they highlight all pros of the principle that they want to impart to the masses.
Examples are GMA 7's My Husband's Lover (2013), which tackled sensitive issues in the mostly conservative Filipino
society, such as homosexuality, homophobia, and gender discrimination; and ABS-CBN 2's Budoy (2011—2012), which
introduced mental health issues in the Filipino primetime television.
Lastly, the definition of the term "real" is indefinite for many scholars. They point out that there can never be a real
world, since what many perceive as "real" are only framed to include certain components of the many-sided reality. Also,
culture affects how people view reality. For example, as explained by sociologist Chester Hunt (1954), a tree for someone in
Manila is something that provides shade and lumber; however, for the Cordillerans, a tree is a home of gods.
Furthermore, people do not always watch or listen to media to know what is socially real. Most treat media
information as an escape from their existing realities. Sometimes, they prefer indulging in comedy shows or drama
programs because they feel tired of the gravity in news or documentaries, or because these shows represent their
frustrations in their real world.
One way to analyze media representations is through denotations and connotations.
Denotation is the literal aspect of an information. On the other hand, connotation refers to the meaning or interpretation of
people associate with an information.
The picture below has only on denotation which explains the information presented in its literal sense. However,
several conditions can be extracted from it.
Denotation Connotation (s)

Candles light up a Catholic church’s candle - The candles, both lit and melted,
stand. signify the strong faith of Catholics
who remain to frequent the parish.
- The candles symbolize the hope
people need amid their life storms.
- The number of candles mounted at
the stand represents that many
believe in the ability of the candle’s
color to affect the prayer of a person.
Directions: Analyze an image based on form and content; then give definitions in terms of its denotation and connotation.
The image that you will be analyzed can be self-captured or downloaded from the internet with proper citation.
Directions: Search an issue on how information (it can be news, general information, or entertainment) is being
disseminated to public by the use of codes and conventions. Observe proper citations.
Directions:
1. Based on Media and Information languages, search for images and videos that you can integrate in your interactive
virtual symposium and are appropriate in all the information you have already gathered.
2. Start creating PowerPoint Presentation or other Platforms for presentation for your interactive virtual symposium.

You have learned that different media and information sources use languages that communicate different
messages. You have also learned how ideas are communicated through and by the various media and information sources
that have been discusses in the previous lessons, and how to use media languages in conveying messages through
different media.
To further check your understanding, answer the following questions concisely but substantially on a separate sheet
of paper.
1. How do you define media language?
2. What are the types of media languages?
3. What are codes and conventions?
4. How do codes and conventions make the media language?
5. How do you define image analysis and its types?
6. What are semiotics, denotation and connotation?
7. How do you analyze image based on its form and content?
8. How can you create an image reflecting the vision and mission of our institution?
LESSON 7
Legal, ethical, and societal issues in media and
information
Lesson Objectives:
1. Define and identify the Intellectual Property Right / Act; copyright; trademark; infringement; fair use; plagiarism,
fabrication; falsification; and netiquette.
2. Identify and determine the 9 netiquettes in using internet
3. Differentiate ethical from legal; economic right from moral right; public domain from creative commons license;
plagiarism from privacy; and copyright infringement from fair use
4. Give examples of trademarks and patents
5. Explain and discuss the intellectual property
6. Cite an issue that violates the intellectual property law.
Starting Point
Let us start this lesson by doing the activity below!
A. Directions: Analyze the following situation then answer the questions that follow on a separate sheet of paper.
“Annie was writing a research paper as part of her requirements in her Media and Information Literacy class. Due
to time constraints and lack of enough resources, Annie decided to use the internet as primary source of her
research. She found a website where she copied most of the answer in her research paper, without conducting
validation and proper citation. Upon submission of the paper, the teacher cross-referenced all papers and
eventually found out Annie’s misdeed.”
1. What have you noticed in the text?
2. What is/are the positive and negative effects of internet based on the situation?
3. Was there a violation? If yes, what is it?
4. Is it right to just copy information from the internet? Why?
B. Directions: Which of the following do you believe are true, and which are false? Justify and write your answer on a
separate sheet of paper.
1. Everything that is presented or published publicly is free.
2. Legal is the same as ethical, and vice versa.
3. One way or another, everyone commits plagiarism.
4. A trademark or a patent is the same as copyright, and vice versa.
5. A material with a Creative Commons license is a public domain.
Lesson Proper
Annie’s situation shows the two-sides of internet – one that is positive and helpful, and the other that is negative
and unhealthy.
Technological developments brought significant changes in the way people consume information. It made
information more accessible and easier to transfer and disseminate. However, the same advancement also resulted to legal
and ethical issues, such as online privacy, plagiarism, and copyright infringement, all of which hinder the safe and
proper use of media and information sources.
To become a media and information literate individual, you must know the legal, ethical, and societal issues
associated with the consumption and production of media information, and put the proper ways of consuming and producing
information into practice.
Media and Society

In his column in The Philippine Star, Filipinas Licensing Copyright Society president Isagani Cruz explained the
legal aspects of the Philippine Law concerning plagiarism.
Plagiarism is being talked about a lot in Philippine society. But what is it about? Are you conscious that you might
have plagiarized some materials in the past are currently plagiarizing something?
Read the article below and answer the questions that follow on a separate sheet of paper.
__________________________________________________________________________________________________
Is plagiarism a crime?
by Isagani Cruz
Much has been said recently about plagiarism. Everyone (even serial plagiarists) knows what it is. It is simply put,
stealing somebody’s idea and pretending that it is your own. It is intellectual theft. It breaks the commandment “Thou shalt
not steal.”
It is definitely a sin, but is it a crime?
Let me refer to the law that govern intellectual property, namely, Republic Act No. 8293, known as the “Intellectual
Property Code of the Philippines.” It was passed by the Tenth Congress, one of whose members was a certain Vicente
Castelo Sotto III.
Chapter 10 of the law talks about the Moral Rights of an author. Section 193 talks of the Scope of Moral Rights,
which includes the right “to require that the authorship of the works be attributed to him, in particular, the right that his name,
as far as practicable, be indicated in a prominent way on the copies, and in connection with the public use of his work.”
The law clearly provides that the name of the author should be prominently mentioned when his or her work is used
publicly. In other words, even if I made a blanket statement that everything I said in a particular work was taken from the
work of others that does not satisfy the requirement of the law. I have to mention the name of the author from which I took
my words or ideas.
Section 198 further provides that “the rights of an author under this chapter (chapter 10) shall last during the lifetime
of the author and for fifty (50) years after his death and shall not be assignable or subject to license.” If the author is still
alive, I have no choice but to mention his or her name when I take words or ideas from him.
Why ideas? Because plagiarism does not involve only words, it also involves ideas. If I added or altered a word
here or there, or even if all my words were different from those of the original author, I would still be committing plagiarism if
the idea is the same. This is the main difference between copyright and plagiarism. Copyright protects the expression of
an idea or the exact words of the original author. The prohibition against plagiarism protects the idea itself, no matter how it
is expressed.
Therefore, using different words or even different language but expressing the same idea is plagiarism.
Does plagiarism violate the moral rights of an author under the Intellectual Property Code?
What about international law? Look up “Understanding Copyright and Related Rights” on the website of the World
Intellectual Property Association (sic). The Berne Convention includes “the right to claim authorship of the work,” which is
“independent of the author’s economic rights.” Foreign authors, like local authors, are entitled to protection under our law.
If it is a crime, is there a punishment? According to Section 217 of RA 8293, “Any person infringing any right
secured by provisions of Part IV (“The Law on Copyright”) of this Act or aiding or abetting such infringement shall be guilty
of a crime punishable by:
“(a) Imprisonment of one (1) year to three (3) years plus a fine ranging from fifty thousand pesos (P50,000) to one
hundred fifty thousand pesos (P150,000) for the first offense;
“(b) Imprisonment of three (3) years and one (1) day to six (6) years plus a fine ranging from one hundred fifty
thousand pesos (P150,000) to five hundred thousand pesos (P500,000) for the second offense;
“(c) Imprisonment of six (6) years and one (1) day to nine (9) years plus a fine of ranging from five hundred
thousand pesos (P500,000) to one million five hundred thousand pesos (P1,500,000) for the third and subsequent
offenses.”
A secondary issue has been raised about copyright. Are blogs and writings on the Web copyrighted? Chapter 2,
Section 172.1, of the law puts it as clearly: “Literary and artistic works, hereinafter referred to as ‘works,’ are original
intellectual creations in the Literary and artistic domain protected from the moment of their creation and shall include in
particular: (a) books, pamphlets, articles and other writings.” The word “writings” is not limited to printed material. Writings
on the Web are writings.
In fact, Section 172.2 says that “works are protected by the sole fact of their creation, irrespective of their mode or
form of expression, as well as of their content, quality and purpose.” The mode of form of expression is immaterial. Whether
on the Web, in oral speech, or in printed publication, a literary work (meaning, a work that uses words, hence, literary) is
protected at the moment of creation and because it was created. There is no need for any copyright registration nor even a
copyright notice on a webpage.
Is plagiarism a crime? Are authors such as Janice Formichella and Sarah Poe, as well as the literary executors of
Robert Kennedy, entitled to press criminal charges because their moral rights have been violated under Philippine and
international law?
I am not a lawyer, but as an author, I say that serial plagiarists not only deserve to burn in the fires of hell in the next
life for having broken the Seventh Commandment, but to suffer in jail in this life for six to nine years.
Published in The Philippine Star, September 13, 2012 – 12:00am

Source: http://www.philstar.com/education-and-home/2012-09-13/848455/plagiarism-crime
Used with permission.
__________________________________________________________________________________________________
Questions:
1. What are the local laws that concern plagiarism?
2. Why is plagiarism considered a crime?
3. In your personal views, do you agree with the author regarding his last statement in the article?
The Philippine Media are often called one of the free, if not the freest, in the globe. Filipinos have long fought for
freedom of speech and expression, as shown by many collective actions in the country’s history.
Up to now, media play a very powerful role in the formation of public opinions among the Filipinos. The Konrad-
Adenauer-Stiftung Democracy Report in 2008 has placed the general media in the Philippines as a very powerful sector,
which exerts highly significant influence in every Filipino.
Writers and journalists have exposed many cases of injustices and corruptions among the public and private
sectors, arousing the public, shaping mass actions, and triggering a number of political movements.
Media played key roles in exposing and detailing the Mendiola Massacre during the time of the late former
President Corazon Aquino, the PIA-Amari scandal of former President Fidel Ramos, the plunder controversy which resulted
in the ouster of former President Joseph Estrada, the NBN-ZTE Deal and Maguindanao Massacre under the
administrationof former President Gloria Macapagal-Arroyo, and the Mamasapano Massacre and the pork barrel scams
during the term of former President Benigno Aquino III.
Truly, media have become a significant part of Filipinos’ lives where they source most of the information they
acquire. The internet even made people not just consumers, but producers of information as well. However, with this wide
penetration of media and information is the question of whether the Filipino people have the right understanding of ethical
issues that might affect their consumption of information.
Ethical vs. Legal

According to research scholar P. Vasantha Kumar, the concepts of ethics and law are similar, but in complex
manner. The two words are closely related and are sometimes used interchangeably.
The law in general perspective, is a set of universally accepted rules, accepted and enforced within a certain
territory or entity. The Philippines, as a democratic form of government, is governed by a consultation, which is supported by
different laws on matters of administrative, civil, and criminal aspects.
On the other hand, ethics, a word derived from the Latin ethikos meaning “character,” defines how individuals
prefer to interact with one another (Kumar, n.d.). Ethics is related to the moral obligation of knowing what is right and wrong
that guides people to choose what is accepted over unaccepted, and to do what needs to be done and what is just.
Unlike laws, people cannot be compelled to follow or to subscribe to all ethical behaviors, hence cannot be
enforced. Not all things legal are ethical, and vice versa.
“For example, a businessman pays a journalist to advertise his products in the latter’s column. The law does not prohibit the
journalist to receive the task, so if the journalist accepts the job, it is technically legal.”
However, envelopmental journalism, or the practice of bribing journalists, is unethical. A journalist wants to
expose a corrupt politician by getting the latter’s bank transaction records as proof. The law says that what the journalist is
about to do is theft and is subject to sanction, but reveling corruption for the benefit of the many can be considered ethical.
Both laws and ethics are important aspects to sustain a stable and harmonious society, applicable to all walks of
like and professions. These two concepts are important in keeping the stability, balance, and welfare in the society of
diversity and differences.
Why are ethics and laws significant in the context of MIL?
Many have been misled by inaccurate information, especially on social media. Many have fallen victims to scams
and hoaxes, which could have been prevented if the public was aware of the ethical issues concerning media and
information usage.
As users of media and as producers and consumers of information, you must be able to know what is both ethical
and legal before you go on further to proliferate any information you produce or consume.
Directions: Search and evaluate issues on envelopmental journalism in the Philippines and Allegations of plagiarism
against Filipino Personalities. Analyze the issues that were mentioned and give opinions on how these violate the law and
ethics of society. Do not forget to provide possible solutions to the challenges that were mentioned. Observe proper
citations. Write your answer on a separate sheet of paper.
Issues on Intellectual Property

How would you feel if someone says that he/she did the project that you have dedicated long sleepless nights in
finishing? What would you say or do?
Today, it is easy to acquire materials from cyberspace, which also makes it easier for people to copy and steal
others’ works and declare them as their own. At one or some points in time, you have (un)consciously used another
person’s work without notice. When you do research without citing references, you are violating owner of the work that you
have used. For you to practice ethical and legal use of information, you should be knowledgeable on the basics of
intellectual property.
IPs are protected by law. According to the Intellectual Property Code of the Philippines, IP use bears a social
function that helps promote national development and Progress, The law enables the IP owners to gain recognition
(monetary payment or acknowledgement) for their creativity, and encourage more people to become more creative and
innovative (WIPO, n.d.)
Generally IP owners are covered by one or more rights: copyright, trademark, and patent.
Copyright
Copyright is the exclusive legal right of an IP owner to reproduce, sell or distribute a material that he/she has
created (WIPO, n.d.). Not only can an IP owner manufacture or sell copies of his/her material, he/she can also prevent
others from doing the same.
The scope of copyright can be further subdivided into two: economic right, or the privilege of the copyright owner
to sell or gain financial benefit from his/her IP; moral right, or the owner’s entitlement that the IP is his/her own original work
and none could ever claimed it as theirs.
Copyright experts Rob Aft and Charles-Edouard Renault (2011) stated the following key principles that form the
foundation of copyright around the world.
1. Exclusivity
If a third party wants to use the copyrighted work, the owner has the right to decide whether he/she would
authorize or prohibit the usage.
2. No Formalities to Establishment
The ownership of copyright starts from the time of creation and does not require any formal registration.
3. Contractual Freedom
Righteous holders can define their own terms and conditions in cases of reproduction.
4. Remuneration
Any person who aims to use a copyrighted work of another must provide equitable remuneration through
monetary payment (that covers the copyright owner’s economic right) and/or acknowledgement (that covers the
copyright owner’s moral right).
5. Territoriality
The author has the power to decide regarding the covered geographical scope and license of his/her work.
6. Enforcement
The holder can enforce his/her rights against unauthorized use of his/her work.
Copyright is automatically given to an IP owner upon the conception of his/her work. Because of the Berne
Convention (1886), this copyright is recognized even in international territories or in countries that signed the said
convention. However, a copyright owner can choose to create a proof of originality to preserve his/her interest through
1. depositing a copy of work with his/her lawyer(s) or in a depository;

2. sending a copy of work to himself/herself by post, leaving the envelope unopened so that the date stamp and the
unopened work could establish the date of the work’s existence; and
3. making a declaration before a Commissioner of Oaths, stating the facts of ownership and the date of creation
(IPOS, 2013). (In the Philippines, the organization that handles copyright registration is the National Library of the
Philippines).
Normally, the creator on an IP is the owner of its copyright. However, there are some points to be considered upon
this ownership, such as employment and commissioning. According to the Intellectual Property Office of Singapore (IPOS),
if the IP is created by an employee pursuant to the terms of his/her employer, the employer owns the copyright of the work.
Moreover, if the IP is commissioned by another person or group, the commissioner owns the copyright of the work.
Public domain refers to works that are not covered by IP rights (copyright, trademark, and patent), due to expiration or
forfeiture of rights. Sing public domain does not require asking for copyright permission. Works under public domain are
characterized by the symbol .
Some people often mistake works with license under Creative Commons as public domain. Creative Commons (CC) is a
non-profit organization that provides licenses to copyright owners to distribute their IPs under several conditions. People
who seek to use materials with a CC license often do not need to ask for explicit permission from its copyright owners,
provided that the users conform to the conditions stated under the license (IPOS, 2013).
It is significant to note that CC licensed IPs do not fall under public domain. Its owners still own the copyright, while giving
favorable permission to people who seek to use their IPs.
Trademark
A trademark is a name, word, slogan, symbol, among others, that identifies a product or organization (WIPO, n.d.). It is
characterized by the symbols ™ and ®.
Unlike copyright, trademark requires registration. This is because if a material is a registered trademark of a group
or organization, no other party can ever use it.
Note: It is illegal to use the symbols ™ and ® for products that are not yet fully registered under a national
trademark/patent office.
A trademark registration protects the rights of a person or group at a national level. If a fast food chain registers its
logo’s trademark in the Philippines, its mark will be protected in the Philippine territories only. However, there are some
exceptions in other systems or areas. The Madrid System provides a facility for IP owners to submit trademark
applications to many countries at the same time. In countries under European Union (EU), the trademark of materials
registered for Community Trade Mark (CTM) are covered in all EU countries.
In USA and in the Philippines, there is a differentiation for trademarks of products and services, although they are
served with the same legal protection. Service trademarks in this country are called service marks.
The Intellectual Property Office of the Philippines serve as the official body from which IP owners can register for
trademarks and patents.
Patent
A patent is a government license given to industrial processes and inventions that gives its creator an exclusive
tight to use, sell, or manufacture the said IPs (UK Copyright Service, n.d.).
For example, the light bulb was patented to Thomas Edison, therefore, he was the only person who could sell the
product during the effectivity of his patent. Similar to trademark, its registration protects the rights of the creator at a national
level.
In the Philippines, not all inventions are patentable. According to the Intellectual Property Code of the Philippines,
non-patentable inventions include the following:
1. Discoveries, scientific theories, and mathematical methods
2. Schemes, rules and methods of performing mental acts, playing games or doing business, and programs for
computers
3. methods for treatment of the human or animal body by surgery or therapy and diagnostic methods practiced on
the human or animal body
4. Plant varieties or animal breeds or essentially biological process for the production of plants and animals
5. Aesthetic creations
6. Anything which is contrary to public order or morality.
The term of a patent lasts 20 years from the filing date of registration (Sec. 21, R.A. No. 165a).
Directions: Refer to the table below. Give three local examples of trademarks and patents. In the second column, indicate
who/what their IP owner(s) is/are. Write your answer on a separate sheet of paper.
Trademark Trademarked to
1.
2.
3.
Patent Patented to
1.
2.
3.
Directions: Search a current issue that violated the intellectual property law and explain how such violated the said law.
Write your answer on a separate sheet of paper.
Infringement
Violation or infringement of IP rights is subject to sanctions around the world. In the Philippines, IP rights are
protected by RA 8293, or the Intellectual Property Code of the Philippines (IP Code). The basic points of this law were
mentioned in the article by Isagani Cruz in the previous discussion.
Plagiarism and piracy (unauthorized downloading or distribution of copyrighted materials) are the most grounds of
copyright infringement.
According to Barnbaum (n.d.), there are five general types of plagiarism: (1) the cut and paste, (2) word-switch,
(3) style, (4) metaphor, (5) idea.
1. The cut and paste refers to literally copying and pasting without including proper citation.
2. Word-switch includes the usage of alter vocabularies or substitution of words and paraphrasing without giving
proper citation.
3. Style refers to the substitution of your own sentences or paragraph or making alterations.
4. Metaphor and idea refer to the usage of metaphors and ideas without proper acknowledgement.
As mentioned in Cruz’s article, the scheme of penalties for IP offenders involves the following:
1. For the first offenders
o fine of Php 50 000 to Php 150 000 and/or imprisonment of one to two years
2. For the second offenders
o fine of Php 150 000 to Php 500 000 and/or imprisonment of three to six years
3. For third and subsequent offenders
o fine of Php 500 000 to Php 1.5 million and/or imprisonment of six to nine years.
In case of insolvency, the offenders shall furthermore suffer subsidiary imprisonment.
Fair Use
The law on copyright provides an exemption, which ensures that the privilege of IP owners will not become a
vehicle for him/her to prevent the use of their material in giving services to society through fair use.
Fair use is the privilege given to users who wish to use copyrighted materials without prior permission or
remuneration, if the benefit of a work to society outweighs the cost to the holder (Hobbt, Donnelly, Braman, n.d.).
It applies to practices with the purpose of criticism, comments, news, and teaching and academic research (Rife, 2007).
The recognition of fair use may decrease the profit, bit doing so can bloom stimulus to other profitable economic
activity, as well as contribute to the information economy. The fair use policy helps ensure that people have access to the
information essential to them in order for them to become functional and knowledgeable citizens.
Plagiarism, Fabrication, and Falsification

The ignorance of the existing laws is not considered as an excuse to the unethical practice of many producers in
creating inaccurate information. As a media and information literate individual, you must be wary of the unholy trinity of
information deceit: plagiarism, fabrication, and falsification.
In the article by Isagani Cruz, plagiarism has already been well-defined. It is the act of stealing a person’s work
and presenting them as your own. According to Lapena (2010), plagiarism comes from the Latin word plagiarus which
means “kidnapper,” thus used nowadays in the sense of “intellectual theft.”
On the other hand, fabrication is the production of data or results and reporting them as true and correct, or simply
an invention of data (Zietman, 2013).
Falsification is the manipulation of research materials, or the modification and/or omission of data in an information
to meet a certain result (Zietman, 2013; Merton [as cited by Bornmann, 2013])
Fabrication and falsification, when created to harm another person or entity, can be subject to legal sanctions. An
issuance of false statement about another person or entity, which causes that person/entity to suffer harm is called a
defamation, and is categorized into two types: slander and libel. Slander refers to oral defamation statements, while libel
involves printed defamation
In Article 353 of the Revised Penal Code of the Philippines, as amended by
Republic Act No. 3815, defines libel as “a public and malicious imputation of a Self-Check!
crime, or a vice or defect, real or imaginary, or any act, omission, condition, status, Have I ever plagiarized,
or circumstances tending to cause the dishonor, discredit, or contempt of a natural fabricated, or falsified an
or judicial person, or to blacken a memory of one who is dead.” information? What can I do to put
Any person who is proven guilty of defamatory act shall pay the fine of Php an end to its practice?
200 to Php 6, 000, in addition to the civil action which may be brought by the
offended.
Directions: Differentiate the following terms by giving sample situation. Write your answer on a separate sheet of paper.
1. Copyright, trademark, and patent.
2. Economic right and moral right
3. Public domain and Creative Commons License
4. Plagiarism and Privacy
5. Copyright infringement and fair use
Netiquette: Ethics on the Internet

People of different ages and cultures flock social media, search engines, and other websites every day. It cannot be
helped that social conflicts arise due to opposite opinions and beliefs. This is why the practice of netiquette is significant for
every person on the internet.
Netiquette is a body of conventions and manners in using the internet as a tool for data and communication
exchange (Tedre, et.al., 2016). The word “netiquette” comes from the words “network” (internet) and “etiquette” (Chiles,
2013), thereby making it the social guidelines on the internet.
Virginia Shea (1994), in her book Netiquette (as mentioned by Richard Craig, 2005), said that there are core rules
and general guidelines in interacting in cyberspace. These are the following:
1. Remember the Human.
The first guideline is aligned with the golden rule “Do not do to others what you do not want others do unto
you.” Imagine how you would feel if you were in another person’s shoes. There is nothing wrong for standing up
for yourself, but always remember not to hurt other people’s feelings. Try not to be offensive by being careful in
choosing the words you share on the internet.
2. Adhere to the same standards of behavior that you follow in real-life.
Be ethical. Follow the standards of cyberspace as you abide the laws of society.
3. Know where you are in cyberspace.
The principles of netiquette may vary based on the domain; what is acceptable for you may not be
acceptable for others. If you are new on a cyberspace domain, try to fit and learn the nature.
4. Respect other people’s time and bandwidth.
Be sure that what you share is worthy of the audience’s time and avoid creating disturbances in the
bandwidths of the internet.
5. Make yourself look good online.
Pay attention to the content of your writing. Be sure you know what you are talking about. Always be clear
and logical.
6. Share expert knowledge.
Do not be afraid to share what you know.
7. Help keep flame wars under control.
“Flaming” is what people do when they express a strongly held opinion without holding back any emotion.
8. Respect other people’s privacy.
Make sure not to invade other’s privacy.
9. Do not abuse your power.
Knowing more than others do, or having more power than they do, does not give you the right to take
advantage of them
Directions: What practices/actions would you do in the following situations? Write your answer on a separate sheet of
paper.
1. Your Facebook friend posted a funny status update. You want to share it to your own timeline.
2. Your friend re-tweets hoax news on Twitter.
3. There is an excerpt in Bob Ong’s book that you want to share on your blog. You want your foreign followers to
understand it, so you translate the excerpt into English.
4. Your sister left her Facebook account logged in on your family’s computer.
Societal Issues in the Information Age

According to Keniston and Kumar (2003), the last decades brought the world in a technologically-driven revolution,
which resulted to the Information Age.
This technological revolution inspired hopes that it might bring or soon will bring transparency, market
rationalization, and universal access to information, establishment of international communities, and the improvement of
human life – hopes that cause or will cause both positive and adverse issues in societies, not just in the Philippines, but in
the world.
What are these issues? What can you do to stop or develop the fruits of these issues?
Digital Divide
According to Internet Live Stat (2015), there are over 3.1 billion people all over the world who have access
to the internet, and are adept at using digital devices. These people use digital products and services for diverse
reasons – social networking, entertainment, economic development, entrepreneurship, education, health care, among
other. In this case, 3.1 billion people have already utilized new age technology to improve their lives.
But despite the huge number of people benefitting from the technological revolution, there is still roughly 4.2
billion people who do not enjoy benefits of digital connectivity. West (2015) stated a number of reasons; some of which
are poverty, infrastructure, digital literacy, and policy and operation barriers. The gap between digitally adept population
and the non-technological ones caused the world to undergo digital divide.
Digital divide may also pertain to the gap between the younger and older generations in terms of technological
use. People born in the middle to late 1980s, 1990s, and 2000s belong to the “Internet Generation” or sometimes called
“Digital Generation”. “Net Generation,” or “Millennials.” They grew up in the presence of arising technology unlike the
previous generation. Because of this, the younger generation became more internet- and technology-savvy than their
parents, teachers, and older members of the society (Herring, 2008).
Keniston and Kumar (2003) added that digital divide, if viewed analytically, is a three-set phenomenon – with
emerging fourth in many nations. The first divide exists between every nation: industrialized and developing, the
educated and the illiterate. The second divide is linguistic and cultural. The third one is the growing gap between the
rich and the poor nations. The fourth is the views in prosperity whether it spreads to the rest of society or whether it
creates separate, cosmopolitan, and knowledge-based enclave.
Directions: Form a group with 3 members. With your group mates, cite solutions on how students like you can curb the
negative effects brought about by digital divide? Write your answer on a separate sheet of paper.
Internet Addiction
Do you know someone who rarely goes outside of his/her house, but is always online, using social media
and/or playing computer games? How would you describe this person? How do you think his/her overusage of
computer affect him/her?
The revolutionary growth of the internet in the past decades created a huge impact on the communication and
interpersonal behavior of every human being (Sato, 2006). In many cases, this even led to addiction, which affects an
internet user’s psychological well-being, performance, and personal interaction.
The US National Library of Medicine defines internet addiction as the “excessive or poorly controlled
preoccupations, urges, or behaviors regarding computer use and internet access that lead to impairment or distress.” If
the overusage of internet results in the person’s not functioning fully as he/she did before, then this person can be
considered an internet addict.
There are five types of internet addition: (1) cyber sexual addiction to adult rooms or cyber porn; (2) cyber
relationship addiction to online friendships or affairs that replace real-life situations; (3) net compulsions to online
gambling, auctions, or obsessive trading; (4) information overload to compulsive web surfing or databases searches;
and (5) computer addiction to game playing or programming (Young, 1998)
Anything that is too much is unhealthy. Think of the things that your internet addiction has caused. Has it
affected your socialization with your loved ones? with academic performance? with your health? What can you do to
curb these effects?
The Guardian writer and former internet addict Rhiannon Lucy Cosslett (2014) enumerated five ways to curb
internet use.
1. Schedule your internet time.
2. Answer social media replies or mails on intervals.
3. Disable unnecessary notifications.
4. Spend more time doing other activities.
5. Spend more time with people in person.
Cyberbullying
Internet changed how people interact. Even indiscretion is now practiced online. Traditional bullying became
cyberbullying, or the intimidation, oppression, harassment, and discrimination done via information and communications
technology (ICT) (Belsey, 2004).
Today, cyberbullying has become more rampant than the old one, for offenders can hide their identities and
secure their anonymity on the internet, allowing them to strike their blows to their victims without receiving a physical
response.
There are various ways in which cyberbullying may occur (Willard, 2006).
➢ Flaming – sending angry, rude, vulgar messages directed at a person or persons privately or to an
online group
➢ Harassment – repeatedly sending a person offensive messages
➢ Cyberstalking – harassment that includes threats of harm
➢ Denigration (put downs) – sending or posting harmful, untrue, or cruel statements about a person to
other people
➢ Masquerade – pretending to be someone else; and sending or posting material(s) that portray(s) a
person or entity negatively.
➢ Outing and Trickery – sending or posting material about a person that contains sensitive, information,
including forwarding private messages or images.
➢ Exclusion – actions that specifically and intentionally exclude a person from an online group.
Directions: Observe your Facebook newsfeed. Look for posts and/or comments that manifest cyberbullying. Identify how
and why these are considered as forms of cyberbullying; then provide solutions on how cyberbullying can be stopped. Write
your observation and answer on a separate sheet of paper.
Cybercrime
Aside from cyberbullying, other illegal acts happen within the internet. These acts include hacking, cybersex,
child pornography, identity theft, online libel, illegal access to data, online privacy, cybersquatting, and other computer-
related offenses.
In the Philippines, these criminal offenses are aimed to be restrained by RA 10175 or the Cybercrime
Prevention Act of 2012.
Freedom of Information
One of the most pressing issues n recent years that is directly relevant to information usage is the freedom of
information, which has become a focus of heated debates for the past years. As part of transparency and accountability
measures, many information bill that will allow the disclosure of all important public documents.
This is also in line with the specific provision in the Philippine Constitution (Article 3, Section 7) that states:
“The right of the people to information on matters of public concern shall be recognized. Access to official records, and to
documents and papers pertaining to official acts, transactions, or decisions, as well as to government research data used as basis
for policy development, shall be afforded the citizen, subject to such limitations as may be provided by law.”
According to research report produced by the Makati Business Club in July 2015, talks about for an
institutionalized freedom of information already started in 1987, when the late Rep. Raul Roco filed a bill several months
after the new constitution was ratified. Several other bills, including proposed laws know as Access to Information Act,
were filed to advance the people’s right to access information they need. In 2016, President Duterte passed the
Freedom of Information Bill into law.
Why is freedom of information law important? This ensures that all information including official acts,
transactions, or decisions, as well as government research data used as a basis for policy development, regardless of
its physical form or format, will be made available for public consumption and scrutiny.
This ensures that the people are given access to study, evaluate, and analyze government transactions that
will, in turn, ensure transparency in the government.
Directions: Suppose that you will be writing a blog about the court ruling regarding the dispute over the West Philippine
Sea, what are the legal, ethical, and societal issues that you have to keep in mind when doing a research and writing?
Examples are given for your reference.
Doing research? Writing?
1. Know if the material(s) that I am going to use is/are 1. Do not plagiarize. I will use my own words in
copyrighted, public domain, or copyrighted with a presenting information that I have obtained from
CC license. different sources, but keeping in mind to cite
sources.
Directions: Based on the discussion about legal, ethical and societal issues concerning media and information, create an
infographic poster on how to avoid and/or addressed digital divide, internet addiction, cybercrimes, cyber-bullying, and
freedom of information in relation to your strand (ABM, STEM, GAS, HUMSS).

Answer the following on a separate sheet of paper.
1. How do you define and identify the Intellectual Property Right / Act; copyright; trademark; infringement; fair use;
plagiarism, fabrication; falsification; and netiquette?
2. How do you identify and determine the 9 netiquettes in using internet?
3. How do you differentiate ethical from legal; economic right from moral right; public domain from creative commons
license; plagiarism from privacy; and copyright infringement from fair use?
4. Give examples of trademarks and patents
5. Explain intellectual property
6. Cite/give an issue that violates the intellectual property law.
7. How can you use or apply the core values of our institution in getting information from different sources?
PERFORMANCE TASK
For the HUMSS and GAS strands;
You are a member of the Student Council Organization in your school, together with the Guidance Office, you will
implement an “Online Kamustahan” program; that aims to provide the students opportunity for online counseling, and
potential solutions to emotional turmoils; share coping skills, promote behavior change, and optimal mental health; and
showcase students’ talents in an “Online Concert”. The program shall also serve as a means to maintain constant
connection among fellow learners, than competitive with. The events shall start on the third week of February, 2021 up to
the remaining months of the school year. Before its implementation, proposals must be presented to the Guidance
Counselor, Student Council Adviser and to the Principal of the High School Department prior to its implementation. Your
output (in MIL) will be graded based on organization/time management, delivery/elocution, preparedness/fielding questions,
collaboration/originality, and the content.
For the ABM strand;

There will be an “Online Trade Fair” on March, 2021 in your Barangay. This project is in partnership with DTI
Cabanatuan and MV Gallego. As business aspirant, each household in your barangay is tasked to prepare a business
proposal that includes a business name, product/service, and logo that is all unique. Your proposal shall be presented to
and shall be approved by the DTI representatives and business course teachers from MV Gallego which later be your
official entry to the Online Trade Fair in your barangay. Your presentation will be evaluated by your teachers in the related
subjects, selected barangay officials, and the DTI representatives based on organization/time management,
For the STEM strand;

You were a famous leader of an elite Science Hub in the Philippines. And because of that, you were invited by an
International Science Community to present a schoolwide Science and Technology Exposition that will concentrate on
producing a scientific paper that will benefit one’s school. You were tasked to present and defend your paper in a group of
panels via interactive virtual presentation. Your presentation will be evaluated based on organization/time management,
GENERAL DIRECTIONS:
Now that you reach this far, it should be reflected to you the characteristics of being media and information literate
individuals. As such, you are going to the assigned performance tasks above respective to your professional track or strand
and you will use your knowledge on being media and information literate individuals.

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MEDIA AND INFORMATION LITERACY (MIL) 12

HIGH SCHOOL DEPARTMENT VISION

HIGH SCHOOL DEPARTMENT MISSION

For the ABM strand;

For the STEM strand;

The SMCR-E Model (Rogers and Shoemaker, 1971)

Look Back and Reflect

Media and Information Literacy

Media and Information Literacy vs. Technology Literacy

MIL: Every Person’s Need

Media Habits, Lifestyles and Preferences,

Look Back and Reflect

Media Through the Ages

Pre-Historic Era (200,000 BCE – 4,000 BCE)

Ancient Era (3000 BCE – 100 CE)

Industrial Era (1440 – 1890)

Information Era (1906 – present)

Martial Law Period

Post-Martial Law Period

What Does Media do for us?

The following are some of these agendas:

Some Theories on Information Media

Look Back and Reflect

Outdoor Print Media (billboards, posters, signage, signs)

Portrayal of Society in Mass Media

Racial and Racism

Look Back and Reflect

1. What is media and information source?

Indigenous Media and Information Sources

Types of Information Sources

Formats of information Sources

Where to Find Information Sources?

Examples of Internet Media and Information Sources:

Evaluating Information and Media

2. What is the medium used?

3. What is its purpose?

4. How is the information made?

Look Back and Reflect

What is Media Text?

Codes and Conventions

What Make up Codes and Conventions?

Form (How the Image is Created)

Content (What is in the Image)

One way to analyze media representations is through denotations and connotations.

Denotation Connotation (s)

Look Back and Reflect

Media and Society

Published in The Philippine Star, September 13, 2012 – 12:00am

Ethical vs. Legal

Issues on Intellectual Property

1. depositing a copy of work with his/her lawyer(s) or in a depository;

In case of insolvency, the offenders shall furthermore suffer subsidiary imprisonment.

Plagiarism, Fabrication, and Falsification

Netiquette: Ethics on the Internet

Societal Issues in the Information Age

Look Back and Reflect

For the ABM strand;

For the STEM strand;

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