NAT REVIEWER FOR GRADE 12 Acoustic space, as McLuhan explained, “is organic and integral,
LESSON 1 Communication, media and information
The word media was derived from the Latin word medius, which
means ”middle” It is the plural of medium, which refers to the tool
people use to mediate or facilitate the transfer of communication
between a send and a receiver.
Media are commonly associated with television, radio, newspaper,
and the internet. People us to communicate such as phone, letters
and books.
Mass media, a type of media used to reach a large audience
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.
Information is a broad term that is derived from the study
experience or instruction. It can refers or details about a subject that
depict meaning to a person.
Media and Information Literacy
William James (2004), a Canadian communication educator, defines
media literacy as a set of perspective that people use actively to
expose themselves to a mass media and interpret the meaning of the
message they encounter. Perspective in Potter’s definition relate to
people’s positions.
Difference of perspective might affect how people look at a particular
message. These perspectives, according to Potter, are built from
knowledge structures.
New Mexico-based Media Literacy Project (MPL) defines media
literacy as the “the ability to access, analyze, evaluate, and create
media.”
Information literacy is a set of abilities which require individuals to
recognize when information is needed and to locate, evaluate and
use it effectively.
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
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 21st century.
LESSON 2 THE EVOLUTION OF MEDIA
Marshall McLuhan (1969), a renowned Canadian communication
theorist from the University of Toronto, provides a clear story in how
media evolved through technological determinism.
Technological determinism is a theory that believes technology is a
steering factor in how society develops its structure and values.
“No aspect of culture is untouched by communication technology.”
McLuhan subdivided the history into four epochs or ages.
Tribal Age
The first period is called the tribal age that is characterized by the
prevalence of oral communication.
The tribal age 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 literate man.
perceived through the simultaneous interplay of all the senses;
whereas “rational” pictorial space is uniform, sequential and
continuous and creates a closed world with none of the rich
resonance of the tribal echoland.”
Age of Literacy
McLuhan describes the introduction of phonetics as a bombshell,
”installing sight at the head of the hierarchy of senses.” This is where
the age of literacy began
This development also allowed the people to communicate and
share information privately.
Print Age
The third period, as McLuhan detailed, is the print age, which was
highlighted by the invention of the Gutenberg press or movable type
in the 15th century.
Johannes Gutenberg invented the printing press, books were
reproduced by thousands.
This period was characterized by the further dominance or visual
space and logical thinking.
Industrial age, a point in history from the 18th to the 19th centuries,
marked by the transition in manufacturing processes.
McLuhan pertained to the invention of the Gutenberg press 15th
century Europe as the start of the Print Age. However, printing
originated in China in 9th century.
Electronic Age
The last period in McLuhan’s theory is the 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 1830s started an
electronic revolution that diminished the role of the print media.
McLuhan went further by describing the electronic age as a force that
turned the planet into a global village
The Cambridge dictionary defines new media as the ”products and
service that provide information or entertainment using computers or
the internet.” Unlike traditional media (print, radio, and television),
new media are digitally produced as interactive, and requires at least
a two-way communication.
Dr. W. James Potter (2008) enumerated three key innovation that led
to the development of this new mass medium: medium affordable
personal computer, the digitization of information, and the internet.
The computer was invented in the 1940s
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 were also during developed during pre-colonial
years, including sabi(maxim), bugtong (riddle), kumintang (war song)
of the Tagalog;tutul (folk tale) darangan (epic poetry) (Braid and
Tuazon, 1999)
scripts on leaves and barks of trees, written in ancient Filipino
systems of writing, such as baybayin and kavi
Spanish Period
1593, the Philippine Islands published its first ever book-Doctrina
Christiana, a book dealing with
Christian doctrine. The first Spanish sheet of information called Aviso
al public appeared in the Philippines in 1809. However Del Superior
Gobierno was the first regular newspaper in the country, introduced
by the Spanish Government in 1811; while La Esperanza (1846) was
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the first newspaper distributed daily in the country
La Solidaridad (1889), established by the reformists from the
Propaganda Movement; Kalayaan (1898), the official organ of the
Katipunan; and La Independencia (1898), the most widely read
 newspaper of the Revolution.
La Libetad (1898) and El Heraldo de Iloilo (1898).

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Cinema came to the Philippines in 1897. Just as the spotlight was Internet was first made available in the Philippines on March 29 1994
dimming for zarzuela and vaudeville, a through a connection made but
Spaniard named Pertierra introduced the motion picture to Filipinos Benjie Tan at a PLDT network center in Makati City
in Manila on January 1, 1897. By August 1897, the Spanish soldier
Antonio Ramos opened up a movie house in Manila for the general LESSON 3 INFORMATION LITERACY
public to enjoy.
Information vs. Data vs. Knowledge
Merriam Websters Dictionary defines information as knowledge that
American Period a person gets about someone or something.
American colonization (1898-1946), newspaper published by
American journalists were introduced.
These include The Manila Times (1898), The Bounding Billow, and
Official Gazette (1898), Manila Daily Bulletin (1900), and Philippine
Free Press (1999)

National newspaper emerged again by 1920 with the foundation of

the pro-Filipino The Philippine Herald, organized through the effort of
Manuel L. Quezon.

Nationalist and Liberal newspaper include El Nuevo Dia (The New

Day) founded by Sergio Osmeña in
Cebu in 1900, El Renacinmiento (1908), and Sakdal (1930)

The first radio station that was established during this period was
KZKZ (1922), run by American exsoldier Henry Herman Sr. Other
station KZRM, KZEG, and KZIB. Provincial station started operation
with KZRC in Cebu City.

The call letters of the first radio stations in the Philippines stared with
“K” since the country was colony of USA back then. American radio
stations call letters started with either “K” or “W”

Francisco “Koko” Trinidad, also known as the “Father of the

Philippine Broadcasting” requested the International
Telecommunications Union (ITU) to change the call letter “K” in the
Philippine to “RP.” However, this request was denied and ITU gave
the Philippines the call letter “D” instead.
The first feature film with and without sound also emerged during the
American period, such as Rose of the Philippines (1909), Ang
Aswang (1932), and Punyal na Guinto (1933). From 1930s to 1950s,
the Golden Age of Philippine Cinema began. Zamboanga (1937) and
Genghis Khan (1950)
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. 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 name kenkoy, published in the January 11, 1929 issue of
Liwayway.
Japanese Period
Japanese forces who occupied the Philippines (1941-1945)
disbanded all publication except those used by the Japanese
government such as Manila Tribune, Taliba and La Vanguardia
(Braid and Tuazon, 1999) Postwar Era (1945-1972), became the
golden age of Philippine journalism, for the Philippine press was
considered the “freest in Asia” (Braid and Tuazon, 1998). In 1953,
television was introduced in the country
Data refer to unstructured facts and figures that create the least
impact on the receiver
Information, therefore, is data organized with relevance and purpose,
made meaningful by a person Knowledge, on the other hand refers
to the human understanding of a subject matter derived from
experience, learning, and thinking.
Information literacy
Information literacy is a set of abilities that enables and individual to
recognize when information is needed information
Alexandria Declaration adopted by the high level colloquium on
information means to “empower people in all walks of life to seek,
evaluate, use and create information effectively to achieve their
personal, social, occupation and educational goals
William Pollard, and American physicist , information us a source if
learning and is considred a benefit; but when unorganized,
unprocessed, and unavailable to people who will use it, information
becomes a burden
Ethical Use of information
Privacy
Is a state of being alone

Martial Law Period Accuracy

When Martial Law was declared on sept 21 1972 the few newspaper Relate to the correctness of the information source to the details of
that operated during those years were the Daily Express, Bulletin the information
Today and the Time Journal
Plagiarism
Broadcast Stations such as ABS-CBN 2, RPN 9 and IBC13 were Is to use the words or ideas of another person as if they were your
also sequestered by the government. own words or ideas

Post-Martial Law Period 0 0

Information literacy skills
People Power Revolution of 1986 proved beneficial to the media A need for information
industry as censorship was lifted and the freedom of expression, of Resources available
speech and of the press were reinstituted with the end of the Marcos How to find information
dictatorship The need to evaluate results
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