MEDIA AND INFORMATION LITERACY
media forms.
1 - Introduction to
Media and Information Literacy
Communication
o the act or process of using words,
sound, signs, or behaviours to express
or exchange information or to express
your ideas, thoughts, feelings, etc., to
someone else.
o The exchange of information and the
expression of feeling that can result in
understanding.
Process of Communication
• Sender - The one who gives out the
message
• Message - The information to be
communicated.
• Channel - The medium used.
• Receiver - The one who gets the
message.
• Media - Communication Tools
• Information
Data, knowledge derived from study,
experience or instruction, signals or
symbols. Knowledge of specific events or
situations.
How can we avoid Communication
Breakdown and Misinformation? Be a
media and Information Literate
Individual!
• Media Literacy
o The ability to read, analyze,
evaluate and produce
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communication in a variety of
• Information Literacy o The ability to
recognize when information is needed
to locate, evaluate, effectively use and
communicate information in its various
formats.
• Technology (Digital) Literacy o The
ability to use digital technology,
communication tools or networks to
locate, evaluate, use and create
information.
2 - The evolution of
Traditional to New Media
The Evolution of Media - Marshall
Mcluhan (1969) a renowned
Canadian communication
theorist from the University of
Toronto provided am
explanation as to how media
Evolved through technological
determinism.
• Tribal Age
o This is the first period. It is
characterized by the prevalence
of oral communication.
Prehistoric people relied on
face to face communications.
• Age of Literacy
o Humans begin to read and write,
which amplified the use of the
sense of sight, lessening the
roles of the other senses of the
human body.
 4. “Watchdog” role of journalism
• Print Age 5. Channel for Advocacy for Political
o The third period is highlighted by Viewpoints
the invention of the Gutenberg
Press in the 15th century.

3 - Information Literacy
• Electronic Age
Information Literacy
o A period characterized by the
dominance of the electric media.  The ability to recognize when
information is needed and to locate,
evaluate. Effectively use and
Technological Determinism is a communicate information in its various
theory that formats.
believes
technology is a 5 Components of Information
steering factor in Literacy by Seminole State Library
how a society 1. Identify
develops its 2. Find
structures and 3. Evaluate
4. Apply
values. 5. Acknowledge

Media and Government

Normative Theories of the Press 4.1 - Types of Media Part 1
• Authoritarian
Types of Media
• Soviet Media
• Libertarian • Print Media
• Social Responsibility o Printed Page
Ex. Books, Magazines
Functions of Communication and • Broadcast Media
Media o Disseminated through waves.

1. Inform citizens of what is happening Ex. NewsTv, Aksyon TV, ANC

(Monitoring function) • Film/Cinema
2. Educate the audience (Meaning and o Motion Media
Significance of Facts) • New Media o Social Media -
3. Provide a flat form for public discourse Forms of electronic
(Public Opinions and Expression of communication (such as websites)
Dissent) through which people create online

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 communities to share information,
ideas, personal messages,. Etc.
Ex. Facebook, Yutube,
Instagram, Wattpad, Manga
(website)
• (Video Games) - Interactive
Animation.
4.2 - Types of
Media Part 2
Mass Media
 Refer to channels of communication
that involve transmitting information in
some way, shape or form to large
numbers of people.
Media Effects
 Are intended or unintended
consequences of what the mass media
does (Denis McQuail, 2010)
Media Effects
• Third – party Theory o
People think they are more
immune to media influence
than others.
• Reciprocal Effect
o When a person or event gets
media attention, it influences
the way the person acts or the
way the event functions.
o Media coverage often increases
self-consciousness, which
affects our actions.
• Boomerang Effect o Refers
to media-induced change
that is counter to the desired
change.
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MTRCB (Movie and Television Review
and Classification Board) is the
government agency responsible for
rating television programs in the
Philippines.
• Agenda Setting Theory
(Lippman/McCombs and
Shaw) o Process whereby
the mass media determine
what we think and worry
about.
o Public reacts not to actual
events but to the pictures in
our head, created by media.
• Propaganda Model of Media
Control (Herman & Chomsky)
o The model tries to
understand how the
population is manipulated,
and how the social,
economic, political attitudes
are fashioned in the minds of
people through propaganda.
o 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.
THE ESSENCE OF PROPAGANDA
• Stereotypes are at the heart
of all propaganda efforts.
Their purpose is o create the
perception that our actions
are always ethical and
honourable, while those of
our opponents are always
unethical and dishonourable.

5 - Media and
Information Sources
Indigenous Knowledge
• Indigenous Knowledge (IK) is the local
knowledge – knowledge that is unique
to a given culture or society, IK
contrasts with the international
knowledge system generated by
universities, research institutions and
private firms. (Warren 1991)
Indigenous Media
• Owned, controlled and managed by
indigenous peoples in order for them to
develop and produce culturally
appropriate information in the
languages understood by the
community by utilizing indigenous
materials and resources, reflecting
community needs and interests, visions
and aspiration, and independent from
Indigenous
vested interest groups.
Media Characteristics
• Oral tradition of communication
• Store information in memories
• Information exchange is face-to-face
• Information are contain within the
border of the community
Types of Resources
• Books
• Articles
• Newspapers
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• Internet
EVALUATING INFORMATION by
Eastern Kentucky University Libraries
based on the work of Paul and Elder
• Accuracy
o Content is grammatically
correct, verifiable and cited
when necessary  Is the
content grammatically correct?
 Are sources and references
cited?
• Author
o Defines who created the
content, the individual or
group’s credentials/expertise
and provides contact
information.
 Do you know who
published the source?
 Is the author’s name
easily visible?
• Currency o Information is current and
updated frequently
 Do you know when the
information was
originally published and
is the date acceptable?
 Are web links and
reliable?
 Do charts and graphs
have dates?
• Fairness o Content is balanced,
presenting all sides of an issue and
multiple points-of-view.
 Are various points-of-
view presented?
  Is the source free of
advertising?
• Relevance
o Content is relevant to your
topic or research
HOW TO SPOT FAKE NEWS
• Consider the source
• Read Beyond
• Check the author
• Supporting resources?
• Check the date
• Is it joke?
• Check you biases
• Ask the experts
6 - Media and
Information Languages
What is genre?
o Comes from the French word
meaning ‘type’ or ‘class’. o Can be
recognized by its common set of
distinguishing features (codes and
conventions).
Codes
• Are systems of signs, which create
meaning.
Conventions
• Are generally accepted ways of doing
something.
Types of Codes
• Technical Codes o Ways in which
equipment is used to tell the story
(camera techniques, depth of fields,
lighting the exposure).
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• Symbolic Codes o Show what is
beneath the surface of what we see
(objects, settings, body language,
clothing, color, etc.)
• Written Codes o Use of language style
and textual layout (headlines, captions,
speech bubbles, language style, etc).
7.1 - Legal, Ethical,
and Social Issues in Media and
Information Part 1
Intellectual Property (IP)
• Refers to creations of the mind, such as
inventions; literary and artistic works;
designs; and symbols, names and
images used in commerce.
INTELLECTUAL PROPERTY IS PROTECTED
BY LAW
Types of Intellectual Property
• Copyright
o A legal term used to describe
the rights that creators have
over their literary and artistic
works.
o Books, music, paintings,
sculpture, and films, to
computer programs, databases,
advertisements, maps and
technical drawings.
• Patent
o An exclusive right granted for
an invention
o Provides the patent owner with
the right to decide how – or
 wether – the invention can be
used by others.
• Trademarks
o A sign capable of distinguishing
the goods or services of one
enterprise from chose of other
enterprises
• Industrial Design o Constitutes the
ornamental or aesthetic aspect of an
article.
o May consist of three-dimensional
features, such as the shape or
surface or an article, or of two-
dimensional features, such as
patterns, lines or color.
• Geographical Indications and
Appellations of Origin o 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.
o Most commonly includes the
name of the place of origin of the
goods.
• Fair use o Fair use means you can use
copyrighted material without a license
Part 2 - Plagiarism
o Share Alike
 You can change the
content, but you have
to let other people use
your new work with the
same license as the
original.
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only for certain purposes. These
include:
 Commentary
 Criticism
 Reporting
 Research
 Teaching
o 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.
• Creative Common
o Is an American non-profit
organization devoted to
expanding the range of creative
works available for others to
build upon legally and to share.
The organization has released
several copyright-licensed
known as creative commons
licenses free of charge to the
public.
o Attribution - You must credit
the creator. Non Commercial –
You can’t make a profit. Non-
Derivative Works – You can’t
change the content.
 The act of using another
person’s words or ideas without giving
credit to that person.
 The practice of taking
someone else’s work or ideas and passing
them off as one’s own.
Types of Plagiarism
• Sources Cited (But still plagiarism)
• Sources not Cited
o The forgotten footnote
o Ghost Writer  The writer mentions an
author’s name for a
 The writer turns in
source, but neglects to
another’s work.
include specific
 The Photocopy information on the
 The writer copies location of the material
significant portions of referenced.
text straight from a
 Misinformer
single source without
 The writer provides
alteration.
inaccurate information
regarding the sources
o The Potluck Paper
making it possible to
 The writer copies from find them.
several different
sources, tweaking the
o The too-perfect paraphrased
sentences to make
them fit together while  The writer properly cites
retaining most of the a source, but neglects
original phrasing. to put in quotation
marks on text that has
been copied word for
o The poor Disguise
word, or close to it.
 The writer has altered
he paper’s appearance
o The resourceful Citer
slightly by changing key
words and phrases.  The writer properly
cites all sources,
paraphrasing and using
o The Labor of Laziness
quotations
 The writer takes time to appropriately. The
paraphrase most of the catch? The paper
paper from other contains almost no
sources and make it all
original work.
fit together.

o The perfect Crime

o The self-stealer
 The writer properly
 The writer borrows
quotes and cites
generously from his or her
sources in some places,
previous work.

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but goes on to
paraphrase other
arguments from those
sources without
citation.

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