MIL REVIEWER

Communication

 Act or process of using words, sounds, signs or behaviour.

 Express or exchange information or to express your ideas, thoughts, feelings, etc. to
someone else.

2 TYPES:

VERBAL NON-VERBAL

 Includes words - prone to misunderstanding/misinterpretation

 Spoken (speaking) - gesture, action, facial expression
 Written - used 97%

TRANSMISSION MODEL

 LASSWELL’S MODEL- 1948 (LINEAR)

 SHANNON WEAVER’S MODEL- 1948

PUBLICITY MODEL

 Audience as spectators rather than participants or information receiver.

RECEPTION MODEL

 Encoding/decoding
- model of communication by Stuart Hall (1993)
 Messages are open for various interpretations.

INTRODUCTION TO MEDIA INFORMATION LITERACY

Media- the methods or tools in which information can be exchanged.

Literacy- identify, understand, interpret, create, communicate and compute using pointed and
written materials

Media Literacy- ability to analyse, evaluate and produce communication in a variety of media
forms.

INFORMATION LITERACY- identifies what the information is for, where to find it, and how to
evaluate it.

TECHNOLOGY LITERACY- the ability to use digital technology, communication tools or

networks to locate, use and create information.

Media and information Literacy is a competencies (knowledge, skills, and attitudes) that
allows citizens to engage with media and other information providers effectively, and develop
critical thinking and life-long learning skills for socializing and become active citizens.

MASS COMMUNICATION
 - Communication systems used to create media texts to mass audiences.
- There is no immediate feedback between the source and the receiver
- Traditional forms of mass communication- television, radio, newspaper

THE EVOLUTION OF TRADITIONAL AND NEW MEDIA

PERIODS OF MEDIA

PRE-HISTORIC ERA (200,000 BCE- 4,000 BCE) - Mostly rely on natures. Usage of horn, fire,
rocks

 Petroglyphs- illustrations by abolishing part of rock surface by carving as a form of

rock art. Usually found on caves. Earliest form of media.
 Cave paintings (“parietal art”) – painted drawings on a cave walls or ceilings. They
use sharp stone and extract a plant or a blood from haunted animals in painting.
 Dance- dancing before the God was fundamental in temple rituals.
 Body art- a momentous part of social, spiritual, and personal expression.

ANCIENT ERA (3000 BCE – 100 CE) – periods where first system of communication was
introduced.

1. FORMS OF WRITING:
 Cuneiform script
- Earliest scheme of writing
- Identified by its wedged-shaped marks on clay tablets
 Egyptian hieroglyphs
- Orderly writing system used by the ancient Egyptians that combined anagrammed
and alphabetic elements.
- They used cursive hieroglyphs for religious articles on papyrus and wood
2. ALPHABETS WAS INTRODUCED
 Phoenician alphabet
- The oldest confirmed alphabets, contains 22 letters of all which are consonants.
- Acquired by Egyptian hieroglyphs and become extensively used writing system.
 Greek alphabet
- Derived from the Phoenician alphabet
 Drama
- Considered media
- Clear cut mode of narrative, commonly fictional, served in performance.

INDUSTRIAL ERA (1440-1890)

1440: The first printing press by Johannes Gutensberg

1774: Invention of Electric Telegraph by George Louis Lesage

1876: Invention of Telephone by Alexander Graham Bell

1877: Invention of phonograph by Thomas Alva Edison

1894: Invention of radio by Guglielmo Marconi

INFORMATION ERA (1906- present)

1920: Invention of TV by John Logie

1960: Rise of FM radio

1972: Email was developed

INFORMATION DISORDER- Refers to the many ways our information environment is polluted-
content are fake, used out of context, or to attack certain individuals.

1. Misinformation- refers to information that is false but the person sharing it unknowingly
perceives it as something true. Lack of intent and lack of credibility.
 False connection - headlines or visuals do not support the content
 Misleading content - by cropping photos or choosing quotes or statistics
selectively
2. Disinformation- refers to the content that contains false information with the deliberate
intention to mislead or deceive the audience.
 False context- genuine content is re-circulated out of its original context.
 Imposter content- plagiarism using something you did not create.
 Fabricated content- fabricated “news sites”
3. Mal-information- refers to information that is based on reality but is used to inflict harm.
Leaks private information for personal or corporate interest (e.g. revenge porn)
 Using a picture (e.g. picture of a dead child with no context or false context) in
effort to ignite hatred of a particular ethnic group (stereotype).

LIBEL- written/published SLANDER- spoken

7 MIL SKILLS:

1. The ability of willingness to make an effort to understand content, to pay attention, and to
filter out noise.
2. Understanding of and respect for the power of media messages.
3. The ability to distinguish emotional from reasoned reactions when responding to content
and to act accordingly.
4. Development of heightened expectations of media content.

CONTENT- ideas that is delivered to the audience

Ex. News and information, advertisement, written entertainment.

DIFFERENT TYPES OF MEDIA

1. PRINT MEDIA
- oldest type of media
- from the name itself, printed
 Ex. Books, Newspapers & Magazines
2. BROADCAST MEDIA
- radio (audio) and television (moving pictures)
- modern print media
- started in 20th century
- most efficient way to transmit message / information
3. NEW/ONLINE MEDIA
- digital / internet

Types of New/Online Media

1. Interpersonal Communication Media – online media that are used to create and
maintain personal relationship. (e.g. social media)
2. Interactive Play Media – refers to digital games
3. Information Search Media – refers to online media that are used to store and
retrieve information. Search engines.
4. Collective Participatory Media – online media that focuses on creating, sharing,
and exchanging information, ideas and content in online network and communities.

MEDIA CONVERGENCE

- The process where several media channels come together to exist and operate in
synergy.
- Combination of traditional and online media

MEDIA EFFECTS – The intended or unintended consequences of what the mass media does

MASS MEDIA – channels of communication that involves transmitting information in some way
to a large numbers of people.

Priming – conditioning you to context

Agenda Setting

- controlled by the producers

- power to change
- “which” information is disseminated

Framing – “how” information is disseminated

MTRCB (Movie Television Review and Classification Board)

- Government agency responsible rating television programs and films in the

Philippines.

CULTIVATION THEORY– states that media exposure, especially to television, shapes our
social reality by giving us a distorted view on the amount of violence and risk in the world.

AGENDA SETTING THEORY - process whereby the mass media determine what we think and
worry about. Public reacts not to actual events but to the pictures in our head, created by media.
THIRD- PARTY THEORY – people think that they are more immune to media influence than
others

RECIPROCAL EFFECT – whom a person or event gets media attention, it influence the way
the person acts or the way the event functions.

BOOMERANG EFFECT – refers to media- induced change that is counter to the desired
change.

PROPAGANDA MODEL OF MEDIA CONTROL (HERMAN & CHOMSKY)

- Model to understand how the population is manipulated, and how the social
economic, political attitudes are fashioned in the minds of people through
propaganda.

Propaganda – ideas or statements that are often false or exaggerated and that are spread in
order to help a cause, a political leader, a government, etc.

Essence of Propaganda – stereotypes

MEDIA AND INFORMATION SOURCES

Indigenous Knowledge

- Local knowledge- knowledge that is unique to a given culture or society.

- Owned, controlled and managed by indigenous people in order for them to develop
and produce culturally appropriate information in the languages understood by the
community

Characteristics:

- Store information in memories

- Oral tradition of communication

Indigenous communication

- Transmission of information through local channels or forms.

Indigenous media and information

- Original information created by local group of people.

 Indigenous media and information are highly credible because they are near.

CHARACTERISTCS OF INFORMATION

Reliability of information

- Information is said to be reliable if it can be verified and evaluated

- Refers to the trustworthiness of the source

Accuracy of Information

- Refers to the closeness of the report to the actual data

 - Measurements of accuracy varies, depending on the type of information being
evaluated.

Value of information

- Information is said to be of value if it aids the user in making or improving decisions.

Authority of the source

- Much of the information we gather daily do not come from primary source but are
passed in through secondary sources such as writers, reporters, and the like.

Timeliness

- Reliability, accuracy and value information may vary based on the time it was
produced or acquired.

ISSUES ABOUT THE INTERNET

- Information found on the internet – information found in the internet may be quite
varied in form and content.

- Characteristics of internet in terms of reliability, accuracy, value information,

timeliness and the authority of the source.
- Realities of the internet
- Accessing information in the internet is easy but requires more discipline.

SKILLS IN DETERMINING THE RELIABILITY OF INFORMATION

a. Check the Author. The author’s willingness to be identified is good indication of

reliability.
b. Check the date of publication
c. Check the citation
d. Check the domain or owner of the site or page
e. Check the site design and the writing style

SKILLS IN DETERMINING ACCURATE INFORMATIOM

a. Look for facts

b. Cross-reference with other sources to check for consistency
c. Determine the reason for writing and publishing the information. Check if the author is
objective or learning heavily on certain point of view.
d. Check for advertising. Advertisers may use related information to market their products.

Alternative media

- Written by the users not the producers

- Includes social media, blogs and flash mob performances.
Types of libraries:

- Academic libraries
- Public libraries
- School libraries
- Special libraries

MEDIA CODES AND CONVENTIONS

Media and Information Language

- way which the meaning of a media text is conveyed to the audience.

- it is conveyed through media codes and conventions.

Media Codes

- system of signs and symbols in media.

polsysemic (they are open to many interpretations so you have to use

appropriate languages (signs, symbols and conventions) in media.

- building blocks of all media around us

Types of Media Codes

1. Symbolic Code
- social in nature
- they live outside the media product themselves but would be understood in similar
ways in the real life of the audience.
 Setting – time and place of the narrative.
 Mise-en-scene – description of all the objects within a frame of the media product
and how they have been arranged.
 Set Design
 Make-ups
 Costumes
 Accessories
 Props
 Acting – actors portray characters in media products and contribute to character
development, creating tension or advancing the narrative.
 Appearance
 Movements
 Gestures
 Facial Expressions
 Vocal Delivery
  Color – every color elicits a different and unique emotional response in the
viewer,
thus when you produce media, you have to be clever with your color
choices.
 Red – passion, strength, power, danger
 Green – safety, healing, money
 Blue – stability, trust, health
 Yellow – happiness, intellect
 Orange – joy, enthusiasm, encouragement
 Brown – confidence, casualness
 Gold – wealth, prestige, wisdom
 Purple – power, luxury, wisdom
 Pink – feminism, romance
 Black – power, elegance, mystery, death
 White – purity, perfection, safety
2. Technical Code
- ways in which equipment is used to tell the story.
 Camerawork – how camera is operated, positioned and moved for specific
effects.

Camera Shots

 Extreme Close-Up Shot – emphasize specific portion of the

body.
 Close-Up Shots – frames the subject at a close range to show
a detail.
– tightly framed and takes up most of the
screen.
 Medium Shot – shows an actor approximately from the waist
up.
 Long / Wide Shot – used as an establishing shot in films as it
normally sets the scene.
– shows the full length of the subject while
also including a large amount of the
surrounding area.

Camera Angles

 Eye Level Shot – when subject is at eye level

– neutral perspective (not superior or inferior
– it mimics how we see people in real life
 Low Angle Shot – frames the subject from below their eye line
– most often emphasize power dynamics
between character
 – perfect camera angle for signaling
superiority
or to elicit feelings of fear and dread
 Over the Shoulder Shot – most commonly used to present a
conversational back and forth
exchange between two subjects
 High Angle Shot – the camera points down on your subject
– usually creates a feeling of inferiority
 Ground Level Shot – used to feature a character walking
without
revealing their face.
 Dutch Angle Shot – camera is landed to one side
 Overhead Shot – 90 degrees above
 Aerial Shot – captured from way up high
– establishes a large expands of scenery

Basic Camera Movements – technique that causes a change of

frame or perspective through the
movement of the camera.
 Static Shot – no camera movement at all
 Pan – directs a camera horizontally (left / right)
– can also be used to reveal new information
– Whip Pan (when Pan is done fast)
 Title – just like Pans but done vertically (upward / downward)
– used to give character dominance
 Push In – draw audience attention towards a specific detail
– moves the camera closer to a subject

 Pull Out – exact opposite of Push In

– moves the camera further away from a subject
 Tracking Shot – any shot that physically moves the camera
through the scene for an extended amount
of time.
– often follows a travelling subject
 Arc Shot – orbits the camera around the subject

 Audio / Sound – use sound and music to convey meaning and often to work on
the
emotional impact of the scene
– radio production’s one of the most important elements because it
visualizes scenes that are only heard

 Lighting – gives an accent to a visual media

– gives a video a sense of atmosphere
 Editing – non-linear digital process that allows the editor to put pictures
 and sounds together in any order or way
– makes the messaged organized so that it can easily be understood
by the people

3. Written Code
- formal written language used in a media product.
- it includes font style, font size, captions, choice of words and emphasis of words.
- must be appropriate to the genre or message you want to convey.

Media Conventions – generally accepted ways of presenting messages in media.

– accepted ways of using media codes.
Types of Media Conventions
1. Form Conventions
- specific ways we expect the types of media codes to be arranged
Ex. Audience expect to see the Title in the beginning of the movie and Credits at the end
2. Story Conventions
- common narrative structures and understandings that are common in story telling
media products
Ex. A Short Story’s Basic Plot Diagram
3. Genre Conventions
- point to the common use of tropes, characters, settings or themes in a particular type
of medium
Ex. Horror movies usually choose abandoned or old buildings

LEGAL, ETHICAL AND SOCIETAL ISSUES IN MEDIA AND INFORMATION

Defamation

- A statement that injures a third party’s reputation.

- Includes libel (written) and slander (spoken statements).

To win a Defamation Case;

1. A declaration that a false statement is a fact.

2. Publication or communication of that statement to a third person.
3. Fault
4. Damages to the subject (person, institution, etc.) of the statement.

Privacy

- Freedom from unauthorized intrusion.

Obscenity and Pornography

Pornography - refer to any material that uses elements of nudity to cause arousal among
audience a pornographic material is considered obscene when it crosses a line to a point that it
is offensive.
Intellectual Property

- refers to creations of the mind, such as inventions; literary and artistic works;
designs; and symbols, names and images used in commerce.

Republic Act of 8293 – Intellectual Property Code of the Philippines

Types of Intellectual Property

1. Copyright
- a legal term used to describe the rights that creators have over their literary and
artistic works.
- books, music, paintings, sculpture and films, to computer programs, databases,
advertisements, maps and technical drawings.
- C (John Legend wrote and performed “All of Me” therefore, he owns the copyright
musical work and “Singer-Songwriter”).
- P (The record was released by GOOD Music, which owns the copyright in the sound
recording).
 Trademark – 10 years and may be renewed for a period of 10 years.
 Invention Patent – 20 years from filing date application.
 Broadcast Recording – 20 years from broadcast.
 Art – 25 years from date of creation.
 Photographic Work – 50 years from publication.
 Audio-Visual Work – 50 years from publication
 Sound Recording – 50 years from recording.
 Literary Work – Lifetime of the author plus 50 years after death.

Rights are granted with a Copyright

- Basically, a copyright entitles you as the author of the work to do the following
or let others do the following:
 Make copies of your work
 Distribute copies of your work
 Perform your work publicly
 Display your work publicly
 Make derivative works

Scope of Copyright Protection

- Must be "fixed in a tangible medium of expression" to be protected.

Not Protected
 Unrecorded choreography
 Slogans, short names, titles, familiar symbols
 Ideas, procedures, methods, systems, principles
  Information that is "common property"
 Calendars, rulers, tape measures, public lists
2. Patent
- an exclusive right granted for an invention.
- provides the patent owner with the right to decide how - or whether - the invention
can be used by others.
3. Trademarks
- a sign capable of distinguishing the goods or services of one enterprise from those of
other enterprises.
4. Industrial Design
- constitutes the ornamental or aesthetic aspect of an article.
- may consist of three-dimensional features, such as the shape or surface of an article,
or of two-dimensional features, such as patterns, lines or color.
5. Geographical Indications and Appellations of Origin
- signs used on goods that have a specific geographical origin and possess qualities,
a reputation or characteristics that are essentially attributable to that place of origin.
- most commonly includes the name of the place of origin of the goods.

Fair Use

- Fair use means you can use copyrighted material without a license only for certain
purposes. These include:
 Commentary
 Criticism
 Reporting
 Research
 Teaching

Guidelines for Fair Use

- A majority of the content you create must be your own.

- Give credit to the copyright holder.
- Don't make money off of the copyrighted work.

Plagiarism

- an act or instance of using or closely imitating the language and thoughts of another
author without authorization; the representation of that author's work as one's own, as by
not crediting the original author.

Unintentional Plagiarism

 Paraphrasing poorly - changing a few words without changing the sentence structure
of the original, or changing the sentence structure but not the words.
 Quoting poorly - putting quotation marks around part of a quotation but not around all
of it, or putting quotation marks around a passage that is partly paraphrased and
partly quoted.
  Citing poorly - omitting an occasional citation or citing inaccurately.

Intentional Plagiarism

 Passing off as one’s own pre-written papers from the Internet or other sources.
 Copying an essay or article from the Internet, on-line source, or electronic database
without quoting or giving credit.
 Cutting and pasting from more than one source to create a paper without quoting or
giving credit.
 Borrowing words or ideas from other students or sources without giving credit.

Types of Plagiarism

1. Plagiarism of Words
- the use of another’s exact words without citing the author.
2. Plagiarism of Structure
- paraphrasing another’s words by changing sentence construction or word choice
with citation.
- paraphrasing while maintaining original sentence construction with
acknowledging the source.
3. Plagiarism of Ideas
- presenting another’s ideas as your own without giving the person credit.
- submitting a paper without citing or incorrectly citing another’s ideas.
4. Plagiarism of Authorship
- turning in a replication of another’s work
- submitting a paper that you got off the internet or from a friend and presenting it
as your own.
5. Plagiarism of Self
- the use of previous work for a separate assignment.
- although these were you original words and thoughts, receiving credit for a
previous assignment is considered cheating.

Plagiarism Prevention : Be Authentic

 Develop a topic based on previously written material but write something new and
original.
 Rely on opinions of experts on a topic but improve upon those opinions.
 Give credit to researchers while making your own contribution.
 Follow a standard documentation method such as MLA or APA format.

Cyber-Bullying

- Cyber-Bullying (CB) is using computers, cell phones, and other electronic devices to
harass or intimidate someone.
- While bullying usually happens at school, cyber-bullying usually takes place in a
person’s home.
- The effects are often carried over onto the school grounds.
- The victim typically feels that no place is safe from harassment.
Examples of Cyber-Bullying are:
• Posting negative comments or spreading rumors about someone on-line.
• Posting embarrassing photos on Web Sites, or sending them by e-mail or cell phone.
• Sending threatening or abusive messages.

Why use Technology to Bully?

 Anonymity
 Rapid deployment and dissemination
 Immediate
 Rich medium
 Natural

Factors Contributing to Cyberbullying

 You can’t see me – I’m invisible

 Removes concern of detection, approval or punishment
 Lack of Feedback interferes with empathy
 Rationalization- “everybody does it”
 Role Playing- take on another personality, avatar, persona [reinforces “just a
game”]

How do people cyberbully others?

 Exclusion
 Outing
 Polling
 Stalking
 Libel
 Blackmail
 Flaming
 E-mail
 Websites
 Piling” via IM
 Impersonation

Government’s Response

CYBERCRIME PREVENTION ACT OF 2012

 (R.A. 10175; enacted on Sept. 12, 2012) The cybercrime law aims to regular access to
and use of the cyberspace and imposes penalties for violations.

Punishable Acts

A. Offenses Against Confidentiality, Integrity and Availability of Computer Data and

Systems:
1. Illegal Access
2. Illegal Interception
3. Data Interference
4. System Interference
5. Misuse of Devises
6. Cyber-squatting
B. Computer-related Offenses:
1. Computer-related Forgery
2. Computer-related Fraud
3. Computer-related Identity Theft
C. Content-related Offenses:
1. Cyber Sex
2. Child Pornography (R.A. 9775, Anti-child Pornography Act of 2009)
3. Unsolicited Commercial Communications
4. Libel
D. Other Offenses:
1. Aiding or Abetting in the Commission of Cybercrime
2. Attempt in the Commission of Cybercrime

Online Libel

- THE UNLAWFUL OR PROHIBITED ACTS OF LIBEL AS DEFINED IN ARTICLE 355 OF

THE REVISED PENAL CODE, AS AMENDED, THROUGH A COMPUTER SYSTEM
OR ANY OTHER SIMILAR MEANS WHICH MAY BE DEVISED IN THE FUTURE
[Section 4(c)(4), R.A. 10175].
- A libel committed by means of writing, printing, lithography, engraving, radio,
phonograph, painting, theatrical exhibition, cinematographic exhibition, or any similar
means, shall be punished by prison correctional in its minimum and medium periods (6
months and 1 day to 4 years and 2months) or a fine ranging from 200 to 6,000 pesos, or
both, in addition to the civil action which may be brought by the offended party.
 In the Philippines, the first libel case on Facebook was filed by celebrity cosmetic
surgeon–Dr. Vicky Belo against writerlawyer-activist Atty. Argee Guevarra who
imputed on Belo as the “Reyna ng Kaplastikan, Reyna ng Kapalpakan” referring
to the alleged malpractice of the Belo clinics.
 Also in the news were the controversial shout-outs of Film Director and Actress
Gina Alajar on her Facebook making some negative comments against young
starlet–Krista Ranillo over the alleged affair of the young star with boxing icon
Manny Pacquiao. Read in one of the shout-outs of Alajar’s account: “If I am
Jinkee Pacquiao, I will not give up Manny. “Krista Ranillo is not at all worth it!”
 Elements of Online Libel

1. That there must be an imputation of a crime, or of a vice, or defect, real or

imaginary, or any act, omission, condition, status or circumstances.
Note:
 Imputation of criminal intention is not libelous
 Expression of an opinion is not libelous

Who are Liable for Online Libel?

 The Supreme Court held that only the author of the offending online article is
liable.
 Internet service providers and content providers like Globe, Smart, Sun Cellular,
Google, Facebook, Twitter and Internet Café are not liable.

Computer Addiction

- the excessive use of computers to the extent that it interferes with daily life. This
excessive use may for example interfere with work or sleep, result in problems with
social interaction, or affect mood, relationships, and thought processes.

Digital Divide

- an economic inequality between groups in terms of access to, use of, or knowledge of
ICT. The divide within countries (such as the digital divide in the United States) can refer
to inequalities between individuals, households, businesses, and geographic areas at
different socioeconomic (and other demographic) levels. The Global digital divide
designates countries as the units of analysis, and examines the divide between
developing and developed countries on an international scale.
- the "Digital Divide" describes the gap between individuals and communities with greater
and lesser access to technology resources and training.
- refers to the gap between those able to benefit from digital technology and those who
are not.
- Larry Irving, Tech Advisor to President Clinton popularized the term in the 1990s.
- goes beyond access and encompasses who is actually helped by technology.
- related to social inclusion and opportunities.

What has helped with the Digital Divide?

 Falling price of digital devices

 More computers in public schools and libraries
  Cell phones and handheld devices that connect to the internet have helped more
people to gain access the internet
 Evolution of the web into a cultural crossroads - of work, play and social interaction

Digital Divide Barriers

1. Physical Resources - Access to a computer and internet access

2. Digital Resources - Content Gap
3. Human Resources - Literacy and training
4. Social Resources - Community Support