MEDIA AND INFORMATION LITERACY REVIEWER ( PRE-LIM EXAM )

MEDIA AND INFORMATION MEDIA LITERACY

LITERACY
COMMUNICATION – the act or
process of using words, sounds,
signs, or behavior to express or
exchange information or to express
your ideas, thoughts, feelings etc.
- Process of sharing and conveying
messages or information from one
person to another within and across
channels, context media and cultures
(McCornback, 2014)
BASIC TYPES OF
COMMUNICATION
Verbal Communication – An
interaction in which words are used
to relay messages through speech or
with the use of voice (oral)
Non-Verbal Communication – An
interaction where behavior is used to
cony and represent meanings.
(signs, symbols, colors, gestures,
body language, facial expressions)
ELEMENTS OF
COMMUNICATION
Sender – Speaker, Source, Encoder,
The person who sends the message.
Message – Key element that is
transmitted in communication
- context of the message
Channel – Medium, Pathway through
which the message travels in order to
reach its destination
How do we communicate?
- pertains to the means and resources
being used for creating, delivering,
sharing, and processing information
- is any object (physical or not) that
serves as a source or channel for
information
- channels or ways we use to transmit
or communicate messages;
communication tools
--- Print Media (Newspapers,
Magazines, Books, Journals, Comics,
Brochures)
--- Broadcast Media (Television,
Radio, Satellites, Mobile Phones,
Films)
--- Digital Media (Internet, Social
Media, Computers)
TECHNOLOGY
What can we use to communicate
better?
- Pertains to synthesized tools that
serve to apply knowledge or
technique to perform task and obtain
results
- Digital technology or “new media”
commonly pertains to the Internet
( the global system of interconnected
computer networks)
- It is one of the most valuable
innovations in the 20th century
- Basically, literacy is the ability to
read, write, speak, and listen in a
way that lets individuals
communicate effectively.
- Is the ability to identify,
understand, interpret, create,
communicate, and compute using
written and unwritten materials
associated with varying context.
INFORMATION LITERACY
- Information literacy is the ability
to recognize when the information is
needed, as well as locate,
evaluate, and effectively
communicate information in its
various formats.
MEDIA LITERACY
- Media literacy is the ability
to access, analyze, evaluate, and
create media in variety of forms. -- It
aims to empower citizens by
providing them with the necessary
competencies (knowledge and skills)
to engage with traditional media and
new media technologies.
TECHNOLOGY LITERACY
- Technology literacy is the ability of
an individual to use technological
tools responsibly, appropriately, and
effectively. With these tools, an
individual can access, manage,
integrate, evaluate, create,
and communicate information.

Receiver – Decoder, Listener,

Receives and interprets the message

Feedback/Effect – Return process,

tells the sender as to their
effectiveness of their message,
feedback may be verbal or non-
verbal; negative or positive, non-
response can also be interpreted as
feedback
INFORMATION
What do we communicate?
- It is as broad term that covers
processed data and knowledge
derived from study, experience,
instruction, signals or symbols
THE EVOLUTION OF MEDIA
MEDIA AND INFORMATION
TECHNOLOGY - Technology
LITERACY
- Is a competencies that continues to advance, types of media
empowers citizens to access, expanded too and begin to
retrieve, understand, evaluate, use, experience dramatic transformation.
create, and share information and - Time can only tell what
media content CRITICALLY, breakthrough form of media will
ETHICALLY, and EFFECTIVELY. emerge next.
- To become a media and
information literate individual, you
 MEDIA AND INFORMATION LITERACY REVIEWER ( PRE-LIM EXAM )
must know where all the information
you get come from. - In the same
way, you must also understand how
different forms of media function.
FOUR EPOCHS OR AGES
TRIBAL AGE
- tribal age is characterized by the
prevalence of oral
communication.
- Since technology had yet to
develop, prehistoric people relied
on face-to-face
interactions, primarily through
their auditory senses, as method
of communication.
- The primary medium of
communication was speech,
an oral culture which McLuhan
describes as being structured by a
"dominant auditory sense  of
life."
- is characterized as an oral
society dependent
on  speech and word-of mouth,
who lives in a world of "acoustic
space," as compared to the
rational or pictorial space of the
literate man.
AGE OF LITERACY
- McLuhan describes the
introduction of phonetics as a
bombshell, "installing sight at the
head of the hierarchy of senses."
This is the age of literacy began. -
Instead of living in a magical world
formed by myths, rituals such as
chants and songs to express and
show emotions people
were awakened by the rationality of
alphabetical use. - This
development allowed the people
to communicate privately
PRINT AGE
- was highlighted by the invention of
the Gutenberg press or movable type
in the 5th century.
- Books and papers were reproduced
manually, making these forms of
media restricted to the ruling class or
the elite members of the society.
--- Printing Press - books were
reproduced by thousands. - partnership.
Knowledge was no longer restricted
to the privileged rich and the ruling
class.
ELECTRONIC AGE
- A period characterized by the
dominance of the electric media,
such as telegraph, radio,
film, telephone, computer, and
television.
- For McLuhan, the invention of the
telegraph in 1830’s started an
electronic revolution that diminished
the role of the print media.  -- La Esperanza – was the first
- During McLuhan time, television
was the newest form of media, and
he believed that it is "the most
significant of the electric media“.
- A force that turned the planet into
a global village. - leaflets, the Spanish closed down the
Television brought global news
to everyone's knowledge.
NEW MEDIA OR
INFORMATION AGE
- Tribal age, age of literacy, print
age, and electronic age all revolved
around traditional media. But the
recent decades blossomed with the
invention of computers and in the
internet. – The
computer is invented in the 1940’s
which was several hundred times
larger, slower, and more expensive
than the typical desktop computers
today.
PRE-COLONIAL PERIOD
The UMALOHOKAN or town crier
served as a WALKING BULLETIN
who went around the barangay to
deliver public announcements.
Different forms of Literature:
-- Sabi (maxim)
-- Bugtong (riddle)
-- Kumintang (war song) of tagalogs
-- Tutu (folk tale)
-- Darangan (epic poetry of
Maranaws)
- Decrees and other forms of
literature were immortalized through
scripts on leaves and barks of trees,
written in ancient Filipino system of
writing, such as BAYBAYIN and
KAVI.
SPANISH PERIOD - When the
Spanish came, the Filipino natives
were introduced to PRINT MEDIA
using paper and ink.
– Doctrina Cristiana – a book
dealing with Christian Doctrine
-- Aviso al public – the first Spanish
sheet of information.
– Del Superior Gobierno – the first
regular newspaper in the country
introduced by the Spanish
Government
newspaper distributed daily in the
country
- Upon learning that Katipuneros
used the installation of DIARIO DE
MANILA in printing nationalistic
said printing press in 1898 despite
being in the business for almost 50
years. Nationalistic
Newspaper -- La
Solidaridad (1889) – established by
the reformist from the Propaganda
Movement --
Kalayaan (1898) – the official organ
of the Katipunan --
La Independancia (1898) – the most
widely read newspaper of the
Revolution
- Cinema came to the Philippines in
1897 Zarzuela and Vaudeville --
- Pertierra – introduced the motion
picture to Filipinos. --
Antonio Ramos – opened up a movie
house in Manila for the general
public to enjoy - the
first motion picture producer in the
country
AMERICAN PERIOD
Newspaper published by American
Journalist:
-- The Manila Times (1898)
-- The Bounding Billow and
Official Gazette (1898)
-- Manila Daily Bulletin (1900)
-- Philippines Free Press (1908)
- The content of these newspaper
were pro-American and were based
on religious and political
During American regime when the
 MEDIA AND INFORMATION LITERACY REVIEWER ( PRE-LIM EXAM )
broadcast radio was introduced to the became critical of the Marcos
Philippines. – government were either arrested or
KKZ – the first radio station had gone underground to avoid arrest
- run by American ex-soldier Henry and possible incarceration in military
Herman prison camps.
- followed by KZRM, KZEG, KZIB – Broadcast station such as ABS-
-- KZRC – the first radio station CBN 2, RPN 9, IBC 13 were also
operating outside manila sequestered by the government.
- all radio broadcast then were - Underground press became the
delivered in English alternative medium by the anti-
-- Francisco “Koko” Trinidad – Marcos groups.
FATHER OF PHILIPPINE
BROADCASTING --
Antonio Velasquez – The FATHER
OF FILIPINO KOMIKS
- first illustrated a cartoon character
named Kenkoy with the cooperation
of Romualdo Ramos

POST MARTIAL LAW PERIOD

Post Martial Law
- The People Power Revolution of
1986 proved beneficial to the media
JAPANESE PERIOD
industry as censorship was lifted and
World War II – Japanese forces who
the freedom of expression, of speech,
occupied the Philippines disbanded
and of the press were reinstituted
all publications except those used by
with the end of the Marcos
the Japanese government such as:
Dictatorship. -
-- Manila Tribune
Democracy was reestablished and
-- Taliba
media institution were once again
-- La Vanguardia
thriving.
- A board of information was set up
- Internet was first made available in
to, serving as the primary regulatory
the Philippines on March 29, 1994
body, which implemented regular
- In terms of governance, especially
censorship on all publications.
in democratic society like the
– However underground papers still
Philippines, communication and
made their rounds in the country.
media play important roles in
– 1953 the television was introduced
ensuring that people are able to
in the country.
voice out redresses and grievances,
MARTIAL LAW PERIOD and provide citizens the information
The newspaper that operated those they need.
years were:
-- Daily Express
-- Bulletin Today
-- Times Journal
- The media was fully censored and
many editors and journalist who