LITERACY
LITERACY
- The ability to read and write
- The ability, confidence, and willingness
to engage with language to acquire,
construct
COMMUNICATION
- Is the directed and purposeful exchange
of information and messages between
people or groups of people by speaking,
writing, gestures, and signs.
- Latin: commūnicāre, meaning "to share"
MESSAGE
- Refer to any form of communication
(information, feelings, and ideas) passed
or transmitted using a channel.
NON-VERBAL COMMUNICATION
- The transfer of information through
body language, facial expressions,
gestures, created space and more.
VERBAL COMMUNICATION
- refers to the production of spoken
language to send an intentional message
to a listener. (Oral and Written)\
MEDIA LITERACY
- It is the ability to read, analyze,
evaluate, and produce communication in
a variety of media forms.
INFORMATION LITERACY
- The ability to recognize when the
information is needed and to locate,
evaluate effectively use and
communicate information in its various
formats.
DIGITAL LITERACY
- The ability to use digital technology,
communication tools or networks to
locate, evaluate, use and create
information.
MEDIA AND INFORMATION
- Refers to the essential competencies
(Knowledge, Skills, and Attitude) that
allow citizens to engage with media and
other information providers effectively
and develop critical thinking and
lifelong learning skills for socializing
and becoming active citizens
TYPES OF COMMUNICATION
- Interpersonal Communication – refers
to the communication between two
persons, whether they are verbal or non-
verbal.
- Mediated Interpersonal
Communication – refers when you
cannot and need to talk face-to-face, so
communication mediated through the
use of devices such as pen, telephone, or
computer
- Organizational Communication –
refers when people communicate
differently in a working environment.
- Mass Communication – is the term
commonly used to refer to
communication system that are
configured to create, produce, and
disseminate media texts to mass
audiences. (Ex. Radio, Podcast,
Television Social Media, Billboard)
Types of Mass Communication
- Print media - Print media is a kind of mass
communication that creates and disseminates news and
information through printed publications. 
- Outdoor Media -  is advertising experienced
outside of the home. This includes billboards,
wallscapes, and posters seen while "on the go".
- Transit media - Transit media is a form of
advertising that displays adout-of-homevertisements in
or on the outside of vehicles, such as on the side of or
above the seats of a bus or tram.
- Broadcast media - Broadcast media involves
electronically and simultaneously sending information
containing signals, print messages and audio or video
content to a vast group of recipients using television,
radio, newspapers, magazines and digital media
including the Internet, emails and texts.
- Digital media - Digital media refers to any communication
media that operate in conjunction with various encoded machine-readable
data formats. Digital media can be created, viewed, distributed, modified,
listened to, and preserved on a digital electronics device.
EIGHT ELEMENTS OF A MESSGE
- Source – is where the message came
from. It can be a person or an
organization.
- Encoding – the process by which a
message is transmitted and
communicated to another party.
- Transmitting – the actual act of sending
the message.
- Channels – are the lines that enable the
act of sending or transmitting.
- Decoding – is the process by which the
receiver translates the source’s thoughts
NATION STATES AND THE RISE OF
and ideas so they can have meaning.
NEWSPAPER
- Receiver – is the one who gets the
message that was transmitted through
the channels.
- Feedback – is the response generated by
the message that was sent to the
receiver.
- Noise Interference – may be treated
both literally and figuratively. Literally,
it is a mechanical sound that is perhaps
more resonant than the message
drowning.
HISTORY OF COMMUNICATION
- Began as drawing on walls of caves,
carvings on barks of trees and later on,
papyrus and parchment.
- They spoke to one another using song,
dance, and prayer.
FROM PAPYRUS TO PAPER
BOXER CODEX
- Is a manuscript presumably written
around 1594 which contains
illustrations of Filipinos at the time
of their initial encountered with the
Spaniards.
- The codex has about 75 illustrations
of inhabitants of the Far Eastern
Region.
- Around 15 illustrations were
devoted to Filipinos.
JOHANN GUTENBERG (1394-1460)
- Invented the printing technology that
called the MOVABLE TYPE
MACHINE.
- The BIBLE was one of Gutenberg’s
earliest and most famous creations.
- The first book printed in the philippines
is believed to be DOCTRINA
CRISTIANA, a treatise on the
teachings of the Roman Catholic
Church, written by Fray Juan Plasencia,
an Augustinian priest.
- The Gutenberg printing press made it
possible for newspapers to be produced.
- The first newspaper was patronized by
merchants.
- McQuail (1983, 20-21) cites that the
newspaper is more significant
innovation than the book.
- In the philippines the rise of the
newspapers came about in the first
decades of the 19th century.
- Free Press – independent from the
control of the government,
- Adversarial Press- had an ability to
conduct dialogue and even argue with
the government.
- December 1, 1846- La Esperanza, the
first daily newspaper was published in
the country.
- 1848- Diario de Manila
- 1852- Boletin Oficial de Filipinas
- 1889- La Solidaridad, was published in
Spain and was actively used to
campaign for reforms for the
Philippines.
- Today, newspapers as a medium have
evolved with the rise of the Internet
and digital technology.
- E-Magazine
- E-Books
- Magazines
FROM STATIC TO MOVING IMAGES
• George Eastman invented the film and
built a company that would be known as
kodak.
• Thomas Edison and his assistant
William Dickson, who turned the use of
the photographic film (now in a strip).
THE RISE OF NEW MEDIA
Traditional Media- has seven most common
forms of media:
Books, Newspaper, Magazine, Sound
Recording, Radio, Television, Film
- By 1969, the ARPANET was created for
Advance Defense, considered as the
predecessor of the internet.
TIMELINE OF THE INTERNET IN THE
PHILIPPINES
• Bulletin Board System (BBS) – is a
computer system running a software that
allows users to connect and exchange
messages and information using a
terminal program.
MEDIA - a collective communication outlet or
tools used to store and deliver information.
Ex. Media includes every broadcasting and
narrowcasting medium such as newspapers,
magazines, TV, radio, billboards, direct mail,
telephone, fax, and internet
- When talking about reaching great
number of people we say mass media.
- Local media function primarily to serve
the communication needs of the
communities or metropolitan areas in
which they are located.
SOCIETY - The group of people living together
in a more or less ordered community.
Relationship between Society and Media
•Mass media are usually thought as sources of
news and entertainment. They also carry
messages of persuasion.
• Important, though often overlooked, mass
messages bind people into communities, even
into nations.
• As long as society has a need for information
and entertainment, the media will be there to
provide it.
POSITIVE INFLUENCE
- Helps to develop awareness
- Improve social skills
- Lend help in deciding
- Helps in honing motor skills
- Build progress in reading, writing skills
- Allows quick communication
NEGATIVE INFLUENCE
- Committing violence
- Risky sexual behavior
- Cyberbullying
- Low academic performance
- Endorse unhealthy lifestyle
- Right or Wrong dilemma
INTERACTION - Interactive
communication is an exchange of ideas where
both participants, whether human, machine or
art form, are active and can have an effect on
one another. It is a dynamic, two-way flow of
information.
DIRECT FEEDBACK - Feedback
Communication. This response of a receiver to
sender's message is called Feedback.
Feedback is your audience's response; it enables
you to evaluate the effectiveness of your
message.

MEDIATED INTERPERSONAL
COMMUNICATION
Mediated interpersonal communication involves
technological devices and other devices.
Two types of mediated
Synchronous - refers to communication that
occurs in real-time. All parties are engaged in
the communication simultaneously; however,
they are not necessarily all in the same location.
Asynchronous - refers to communication that
takes place when the parties engaged are not
communicating in unison. In other words, the
sender does not receive an immediate response
from the receiver
MEDIA INFORMATION LITERACY AS
CITIZEN ENGAGEMENT
Access - denotes the knowledge on where to find
forms of media
Analysis - includes thinking reflectively and
critically on what has been read, seen, or
experienced, and its implications to one self and
to one’s community
- the assessment of the reliability of the
material, its sources and if it is
presenting facts the reliability of the
sources.
Response - the ability to experience and explore
the pleasures of media text
- how the pleasures of media are realized
through the language of media
- an evaluation of how media texts shape
our insights, perspectives, and identities
as perennial media audiences
Why is Empowerment such a big word?
- the ownership of power can shift from
one entity to another
- Power can expand or diminish at the
case may be
- Power can change
SOURCE OF INFORMATION
- Popular Publications - has the general
public as its target audience, they serve
to both inform and entertain the general
public
- Scholarly Publications - well-
researched articles such as academic
journals, published for the specialists of
a specific field.
- Trade Publications - highly specialized
materials meant for the players and
specialists of specific industry
INTERNET - a vast chain of computer
networks, anyone who has access to a computer
with internet connection can publish their
documents, allows transmission of a variety of
file types, both written and non-written
multimedia.
FORMATS OF INFORMATION
- Print - materials produced and collected
from print resources (e.g., books,
newspapers, etc.)
- Audio and Video - materials collected
in video (television, video recording);
and audio utilizing analog technology
(radio, audio, recordings)
- Microform - Materials that have been
photographed and their images
developed in reduced size film strips
(that are viewed using machines with
magnifiying lenses)
- Digits Format - materials that are stored
electronically (e.g., hard drive, CD-
ROM, remote server, etc.) This format
of information is easier to manage as it
is accessible from any location via a
number of device.
COMPUTER LITERACY - set of skills,
attitudes, and knowledge, and principles
necessary to understand and operate the basic
functions of information and communication
technologies, devices and tools (like personal
computers, laptops, cellphones)
Under computer literacy
Hardware literacy - Having comprehensive
knowledge about the physical components of
computer and its functions (Ex. Keyboard,
mouse, monitor, memory devices)
Software Literacy - Refers to learning how to
use various kinds of application of software
packages (Microsoft word, browser,
spreadsheet)

MIL enables individuals to think critically

about the media and the information they
consume by engaging in a process of inquiry.
Its aim is to allow individuals to become
engaged citizens and responsible decision-
makers (according to unesco).