MODULE 1 MIL

COMMUNICATION AND MEDIA

Communication - process of transmitting info and common understanding from one person to
anader.

- Communis = common

Elements of communication

Sender - initiates d communication

Receiver - mssg is sent

Encode - idea of composing mssg

Message - outcome

Decode - received mssg into meaningful info

Medium - channel

Noise - distorts d mssg

2 types : environmental & physical

Feedback mechanism - txtback

MEDIA - channel in communication / influence ppl widely

Traditional - newspaper radio tv

New media- comp, cp, digital gadgets

INFORMATION - mssg conveyed by the sender

MULTIMEDIA - combining multiple forms of media

2 types multi: as an

INFORMATION INDUSTRY - to disseminate info to the wide audience

CULTURE OF ENTERTAINMENT- accessing media for entertainment value

THEORIES

Semiotic - study of signs and der meaning in society

Uses & Gratifications -How ppl use media to gratify range of needs

Hypodermic Needle - direct influence on audience ( linear communication theory )

Cultivation - its shapes the society by ppl who watch tv and influeced by mssg

Dependency - effects of mass media on audience and interactions betwin media, audience and
social systems

Agenda Setting – can’t tell u what to think but can tell you what to think abt.

Reinforcement - reinforces our pre existing attitudes and beliefs.

MEDIA LITERACY - its a way to use mass media in assertive or non assertive way.

INFORMATION LIT - needed to locate , evaluate

TECHNO LIT - using technologies to right infos..

EISENBERG AND BERKWITZ

BIG 6

- TASK DEFINITION

- INFORMATION SEEKING AND STRATEGIES

- LOCATION AND ACCESS

- USE OF INFO

- SYNTHESIS

-EVALUATION

LAWS

-1))) FORMS OF INFO PROVIDERS R FOR USE IN CRITICAL CIVIC ENGAGEMENT ND SUSTAINABLE
DEVELOPMENT

2))) WOMEN AND MEN EQUALLY

3))) ARE NOT ALWAYS NEUTRAL SHOULD BE TRANSPARENT AND UNDERSTANDABLE.

4))) TO KNOW AND UNDERSTAND NEW INFO AS WELL TO COMMUNICATE

5))) NOT INQUIRED AT ONCE. LIVED AND DYNAMIC EXPERIENCE AND PROCESS.

MODULE 2

PRE HISTORIC TIME ( WRITING )

- main concern - food , water , reproduction

- medium comm. Is oral communication

- Creates sound and symbol

INDUSTRIAL AGE ( PRINTING )

- started england & europe ( 18th c.e. )

- printing flourished and educ based mass

- primary industry agri , forestry , fishing

- secondary is manufacturing

- tertiary supports 1&2 - finance , insurance , investment , transpo and educ

ELECTRONIC AGE ( TELECOMMUNICATIONS )

- communi over distances

- telegraph and telephone invented by american investors SAMUEL FINLEY BREESE MORSE 1844
AND ALEXANDER GRAHAM BELL 1876 , electro age paved away for movi , radio , tv ROGER 1986

NEW INFO AGE ( INTERACTIVE COMMUNICATION ) - instant feedback and resib

First book published - doctorina cristiana 1593 / juan de vera , printer -- chinese art of printiing

First letter pub - Successors Felices ( glad tidings) 1637

Issued reg. Pub. - Del superior govierno ( august 8 1811 ) Gov. Manuel fernandez del folgueras /
editor

Searching new theory

MEDIAMORPHOSIS

- how process of media spreads / new tekno throughout society.

REMEDIATION

- refashioning of old to new media

MODULE 3

INFORMATION - "INFORMARE" to give shape, form for character or something.

Importance:

- richness to reality

- transform and improve

- universal language to understand

- name someone or represent

3.3 Indicators of Information Literacy

INDICATORS OF INFORMATION LITERACY

(Old Dominion University)

1. ACCESS THE NEEDED INFORMATION EFFECTIVELY AND EFFICIENTLY

2. DETERMINE THE EXTENT OF THE INFORMATION NEEDED

3. EVALUATE INFORMATION AND ITS SOURCES CRITICALLY

4. INCORPORATE SELECTED INFORMATION INTO ONE’S KNOWLEDGE BASE

5. USE INFORMATION EFFECTIVELY TO ACCOMPLISH A SPECIFIC PURPOSE

6. UNDERSTAND THE ECONOMIC, LEGAL, AND SOCIAL ISSUES, SURROUNDING THE USE OF
INFORMATION, AND ACCESS AND USE OF INFORMATION ETHICALLY AND LEGALLY

.org: advocacy website, such as not-for-profit organization

.com: business and commercial site

.net: site from a network organization or an internet service provider

.edu: site affiliated with a higher education institution

.gov: federal government site

* It is important to know that the domains given are not always the indicators of accuracy.

Assessing the Information coming from the Website

FINDING THE PAGE

AUTHORITY OF THE PAGE

ACCURACY AND OBJECTIVITY OF THE INFORMATION

UPDATES OF THE PAGE

FUNCTIONALITY
3.5 Organizing Information

ORGANIZING INFORMATION

10 tips to avoid Information Overload

DO A BRAIN DUMP

FOLLOW THE TWO MINUTE RULE

CLUMP TOGETHER SIMILAR TASKS

DON’T MULTITASK

LIMIT THE DISTRACTIONS OF E-MAIL

“EAT THE FROG” FIRST IN THE MORNING

SPEND ONLY AS MUCH TIME ON DECISIONS, TASKS, AND ACTIVITIES AS THEY ARE WORTH

TAKE BREAKS

LET YOURSELF DAYDREAM

PUSH DOWN AUTHORITY

More Techniques

Prewriting - This basically encourages the information consumers to freely write the ideas that
pop in their head.

Outlining - to show the hierarchical relationship or logical ordering of information

Mapping - This technique literally branches out from core ideas to supporting information.

Tables - This technique clearly segregates information by placing them based on their
classification, importance, and function.
3.6 Ethical Use of Information

Plagiarism

-To use without crediting the source.

-To commit literary theft

-To present as new and original an idea or product derived from an existing source.

Republic Act No. 8293 or the Intellectual Property Code of the Philippines clearly states the rights
of authors to be recognized.

Dr. Teresita Gimenez, a Professor from the University of the Philippines-College of Arts and
Letters, explains that this practice has been practised ever since due to some common reasons
like the lack of textbooks.

SECURITY AND PRIVACY

-It is inevitable for people to disclose their information easily because of the number of enticing
benefits they can get, especially from the cyberspace.

-Every registration process to access a social media account requires one to provide information.

-It is also important to bear in mind that this may result in possible online-theft.

-There is a challenge on providing security without restricting the free exchange of information.

-The trend of stealing information originated from the trend of computer hackers. Brian Harvey
of the University of California defines them as perpetrators “who live and breathe computers,
who know all about computers, who can get a computer and do anything.” Meaning they are the
experts, they are the masters; they are the people responsible for doing such a crime.
ACCURACY

-Being ethical is being accurate. One has to maintain the correctness in every detail in every
possible reference available for consumption.

-It is important to note that misinformation may foul up people on many levels.

-The vastness of information should not compromise the quality and truthfulness of every detail.

-Being irresponsible with such may result to major consequences, like legal actions against the
proponent of information.

4.1 Types of Media

TYPES OF MEDIA

PRINT MEDIA

- Print Media include newspapers, books, magazines, posters, flyers and brochures.

BROADCAST MEDIA

- Broadcasting is the transmission of radio and television programs that are intended for general

public reception. Broadcast media are also electronic media that include radio, television, and
online audio and video streaming platforms that broadcast news. Electronic media also include
non-broadcast media such as films.

NEW MEDIA

- New media or digital media include the Internet, multimedia content or applications, online
advertisements, digital music or video files, and podcasts.
4.2 Media Convergence

MEDIA CONVERGENCE

- The process of combining print, audio, and video into the digital platform to operate in synergy.

- Coming together of computing, telecommunications, and media in a digital environment.

(Bucy,2005)

- The merger or partnership of two media organizations, such as a broadcast network and a
telecommunications company, so that users access television content on mobile phones.

- Media convergence enables miniaturization of technology, which refers to the process of

reducing the size of the media channels into smaller gadgets to make them more handy and
portable and convenient for users.

TRIMEDIA

- Print, Radio and Television

MULTIMEDIA

- The use of various media forms or platforms in one setting.

4.3 Issues in Different Types of Media

ISSUES IN DIFFERENT TYPES OF MEDIA

1. Media

2. Audience

3. Purpose

4. Production
5.1 Indigenous Sources

MEDIA AND INFORMATION SOURCES

INDIGENOUS SOURCES

Filipinos are known to highly attach in superstitious beliefs wherein their perspective ancestors
established.

Superstitious Beliefs have been part of Filipino culture.

The Exclusive Society

According to UNESCO, indigenous knowledge includes local knowledge shared within a society
and culture.

For example, Rituals are done by some tribes in honoring their “exclusive” gods are not known by
others, hence, the ritual becomes a unique knowledge to them.

110 indigenous groups in the Philippines

Jeannette Cansing Serrano, a former Chairperson of the National Commission on Indigenous

Peoples, discussed the different kinds of Indigenous or traditional kinds of knowledge in the
country (2006)

Indigenous Knowledge

These are the following:

>Traditional Medicines and Health Care

>Tingguian group practices dawak / ritual intended for couples to bear child/children. Ud -
udong, which is to free a sick person from spirits that inhabit his or her body.

>Dumagat group believes in putting ashes on the umbilical cord of a newborn, to help assist the
healing process.

>Traditional Agriculture

the massive production of different agricultural products like rice, corn, sweet potato, and others.
Rice continues to harvest by the farmers and be part of work

Traditional Cultural Expressions

Music and Dances

Literature

Weaving

Related Genetic Resources

These serve as sources of information for a lot of people and relevant to remember that even if
not everyone follows, the law still ensures this kind of information and safeguarded by:

Republic Act No. 8371 “an act to recognize, protect and promote the rights of indigenous cultural
communities/indigenous people, creating a national commission on indigenous people,
establishing implementing mechanisms, appropriating funds therefor, and for other purposes”

5.2 Library Sources

LIBRARY SOURCES

Roles of Libraries in the Society

Here are the reasons based on the study of Krolak (2005):

Facilitators of Information, help to obtain the right information using a convenient kind of
information source

Custodians of National and Cultural riches, capable of storing archival files from the past that may
be shared with future generations.

Innovators of Information-seeking practices are considered hybrids in maintaining the traditional

kind of library while also adapting to technological advancements such as free access to the
Internet.

Facilitators of other activities, some offers author readings, creative writing classes, introductions
to information and communication technologies and the Internet, reading groups, exhibitions,
summer reading programs, study support, discussion, groups and art classes such as drama,
poetry and song.

What Libraries can offer?

Based on Henry Ward Beecher, an American clergyman, “The library is not a luxury, but one of
the necessities of life”

Libraries can offer:

Books

Magazines

Newspapers

Journals

Maps

Digital Sources

5.3 Internet Sources

INTERNET SOURCES

The Growth of the Internet

Commonly known as the Net

Has been around since 1969 for computer communication of US defense department

1990’s the introduction of the World Wide Web rocketed its popularity, such as a multimedia
interface to transmit text, pictures, audio and video known as pages
The Rise of Search Engines

Search Engine is a computer program that is used to look for information on the Internet defined
by the Merriam – Webster.

Following known sites:

Google

Yahoo

Bing

Evaluating Internet Sources

Consider these following factors based on Virgina Tech, in order to avoid invalid information:

Authority

Coverage

Objectivity

Accuracy

Currency

Primary Sources – Original

Artifacts

Audio Recordings

Diaries

Internet communications

Interviews

Letters
Photographs

Speeches

Video Recordings

Works of art, literature and music

Secondary Sources – Edited version

Bibliography

Commentaries, criticisms

Histories

Tertiary Sources – Combination of the first two

Almanacs

Biography

Directories

Factbooks

Guide books

Manuals

MODULE 5: MEDIA AND INFORMATION SOURCES

> Indigenous Sources - information came from indigenous cultural beliefs

> Library Sources - information came from library

> Internet Sources - information came from the internet

> Information may be taken from different sources including media and internet, the library,
archives, and museums, the elders as primary sources of information in a community and our
experiences. When we use these information for personal and professional reasons, we have to
acknowledge our sources, especially if these are copyrighted. To access information, we have to
be guided by the nuances of the medium or how the information has been produced or
packaged. If we know the characteristics of each medium or source, it is better to store or
retrieve them.
Media Codes and Conventions

Semiotic Theory – Roland Barthes

Codes – known as the system of signs

Signs – were categorized in order to correctly identify which of these codes affect what.

Categories for Code

Technical Codes – focus on how frames in visual media is presented

Symbolic Codes – are indicators that require inferences among the audience

Connotative – indirect

Denotative – direct

Written Codes – are common in print media

Conventions – Generally accepted ways of doing things

Put sense to codes

Media Messages

Agenda Setting Theory – (McCombs and Donald Shaw) media has the tendency to manipulate its
way of presenting messages in order to obtain the desired reception from the audience (Media
Agenda)

Media Portrayals – the power to establish impressions on various elements in society.

Power to reach out to the public.

Ex. Woman – one of the most prominent portrayals in Media. This portrayal is also equivalent to
controversies because of the limited image associated.

Capino (2014) – expressed her sentiment about woman portrayals because of some negative
depictions attached to them.

Goin’Bulilit actors and actresses (the study was done last 2009) – the children were asked about
their impression on political figures they portrayed.

1994 Columbine High School in Colorado USA – massacre was done by two students (Eric Harnis
and Dylan Klebold), took lives of 12 students and 1 faculty member.

Doom – (First-person shooter video game) Hollywood studios responsible for the Matrix

Media Messages exist for several reasons

It may provide countless information

Exhibit different portrayals

Affect behaviours

Effects on the Audience

Physiological

Belief

Attitude

Affective

Behavior

MODULE 6: MEDIA AND INFORMATION LANGUAGES

Language - pertains to the technical and symbolic ingredients or codes and conventions that

media and information professionals may select and use in an effort to communicate ideas,

information and knowledge.

Media Languages - codes, conventions, formats, symbols and narrative structures that indicate

the meaning of media messages to an audience.

Technical codes include sound, camera angles, types of shots and lighting. They may include, for

example, ominous music to communicate danger in a feature film, or high-angle camera shots to

create a feeling of power in a photograph.

Symbolic codes include the language, dress or actions of characters, or iconic symbols that are

easily understood. For example, a red rose may be used symbolically to convey romance, or a

clenched fist may be used to communicate anger

Convention - In the media context, refers to a standard or norm that acts as a rule governing

behavior.

Messages - the information sent from a source to a receiver.

Audience - the group of consumers for whom a media message was constructed as well as

anyone else who is exposed to the message.

Producers - People engaged in the process of creating and putting together media content to

make a finished media product.

Other stakeholders - Libraries, archives, museums, internet and other relevant information

providers.

MODULE 7
LEGAL, ETHICAL, AND SOCIETAL ISSUES IN MEDIA AND INFORMATION

Copyright/ Fair use/ Plagiarism

>Plagiarism – is the act of taking another person’s ideas, writings, inventions, and similar
intellectual products as own without the knowledge, consent and/or accreditation of the original
owner. (Code of the Student Conduct – University of the Philippines)

>Intellectual property right – This is the right of an individual who uses his creative intellectual
faculties to produce something and claim it as his own.

>Copyright – Set of rights granted to the author or creator of a work, to restrict others’ ability to
copy, redistribute, and reshape the content.

>Royalty – a payment made to an author or composer for each copy of a work sold to or an
inventor for each article sold under a patent. (Merriam Webster)

>Fair use – refers to the limitations and to the exclusive right granted by copyright law to the
author of creative work.

Peter Jaszi (1998) – explains fair use this way “fair use gives people a right to use copyrighted
materials when the cost to the copyrighted holder is less than the social benefit of the use of the
copyrighted work. To determine if fair use applies, an individual must assess the specific context
and situation concerning the use of the copyrighted work. Fair use requires people to use
reasoning and judgment. “