Media and Information Literacy Pictograph-sketches or paintings that usually

depict nature giving us the glimpse of early

Introduction to Media
Information Literacy
Technology
life
and
Megalithic Art - process of arranging or
stacking together artistically stones or big
rocks (Stonehenge, England)

-Greek word ‘techne’ meaning art or skill Manunggul Jar - excavated from Tabon
Caves, Palawan, represents the journey of
-“tekhnologia” means systematic treatment soul in the after life
-systematic application of one’s art or skill Industrial Age
for practical purposes
Printing press
Technology Literacy
First newspaper printed called “Relation”
-ability to appropriately select and (1605)
responsibly use technology
View from window (1828)
Creators of Media
Telegraph (1843)
Writers and journalists
First Telephone (1876)
Editors
Photograph (1877)
Directors and performers
Emile Berliner-Disc record gramophone
Visual Artists (1887)
Characteristics of a Good Media Kinetoscope (1891)
Practitioner
Kinetograph (1894)
Truthfulness
Lumiere Brothers
Fairness and Objectivity
Cinematograph (1892, 1895)
Hardworking
The Electronic Age
Responsibility and Integrity
-refers to an object that has electronic
Empathy and Sympathy components, such as sensors and microchips
Evolution of Traditional to New which function ones connected to an
Media electrical outlet.

The Prehistoric Age -marked the beginning of modernization

Stone and Metal age Examples: Radio set, TV set, Cassette tape,
Discman, Betamax, VHS, Handheld
Petroglyphs - carvings or engravings in cellphones, Walkman
rocks or caves
Information Age
-labeled as computer age or the new age
-one can gather information easily with the
use of technology
Examples: Tablets (2003), Laptops (1990s)
Brief History of Philippine Media
Roles and Functions of Media in a
Democratic Society
Media’s role is very crucial as it becomes a
reliable source of information
Pre-Colonial Traces
Folk Tales
Examples” The Legend of Mt. Kanlaon,
Bakit Maraming Mata ang Pinya, The
Monkey and The Turtle, Juan Tamad
Epics
Examples: Biag ni Lam-Ang, Ibong Adarna,
Ibalon, Hinilawad
Umalohokan
-also known as town crier, a person who
goes around to announce important info
Print Industry and Filipino Freedom –
Spanish Period
Del Superior Govierno
-established in 1811, first established
newspaper that are intended for Spaniards
and only written in Spanish
La Solidaridad
-first published on Feb. 15, 1889 as a voice
for their propaganda movement for reform
in the Philippines during the Spanish Period.
Jose Rizal
-published two novels (Noli me Tangere or
The Social Cancer, and El Filibusterismo or
The Reign of Greed on 1891)
American Period
Manila Times - established in 1898
Manila Bulletin – established in 1900
Print Industry and Filipino Freedom –
Japanese Period
Media Censorship
Underground Media
Print Industry and Filipino Freedom –
Martial Law (1970s-80s)
Jose Burgos (WE Forum)
Melinda Q. De Jesus (Veritas)
Raul Locsin (Business World/Day)
Letty Jimenez Magsanoc (Inquirer)
School Publications were considered part of
alternative pres, some examples are:
Philippine Colegian of UP Diliman, Ang
Malaya of Philippine College of Commerce,
Pandayan of Ateneo de Manila University,
Ang Hasik of PLM Manila, and Balawis of
Mapua Institute of Technology
Print Industry and Filipino Freedom –
Magazine Publication
Liwayway – oldest
Jingle Song Hits
Print Industry and Filipino Freedom –
Visual Artists and Storytellers
Tony Velasquez – kenkoy
Mars Ravelo – Darna
Larry Alcala
Francisco Coching
Selected Theories on Media and
Information
Media Richness Theory
-referred to as Information Richness Theory
introduced by Richard L. Daft and Robert H.
Lengel in 1980s.
-describe a communication tool medium and
how effective it can produce information.
Information Processing Theory
-it is a cognitive theory that occurs on how
information is encoded to our memory
-mind is like a computer that analyzes the
information it gets from the environment
Contingency Theory
-Joan Woodwards in 1958
-argue about the influence of technology and
other variables in the organizations
-note that a variable can change the behavior
and the structure of an organization in order
to compete a task
Media Naturalness Theory
-Ned Kock suggests that face-to-face
communication is the most natural method
of communication
-proposed that communication is better
established and that the message is more
clearly understood if people talk
Media Synchronization Theory
-it is better if people who need to
communicate are all present and available in
real time
-emphasizes that communication involves
interaction as it is said in the two process:
Conveyance
-convey means to make something known to
other person
Convergence
-means to come together to set a common
interest, purpose, or goal
Channel Expansion Theory
-proposed by John Carlson and Robert
Zmud in 1999
-suggests that an individual chooses a type
of media to use for communication base on
their experience in handling types of media
alongside the person who needs to speak
with and what their topic is all about
Types of Media
Mass Media
-refer to channels of communication that
involve transmitting information the same
way, shape or form to large number of
people
Media Effects
-are the intended or unintended
consequences of what the mass media does
Third-Person Effect
-perception that the media has a stronger
influence on others than it does on yourself
Reciprocal Effect
-when a person gets a media attention, it
influence the way the person acts or the way
they function
-media coverage often increase self-
consciousness which affects our actions
Boomerang Effect
-refers to media-induced change that is
counter to be desired change
Cultivation Effects
-states that media exposure specifically to
television shapes our social reality by giving
us a distorted view of the amount of
violence and risk in the world
Agenda-Setting Function Theory
-the process whereby the mass media
determine what we think and worry about
The Propaganda Model of Media Control
-the model tries to understand how the
population is manipulated and how the
social, economic, political attitudes are
fashioned in the minds of people
Propaganda
-ideas or statements that are often false or
exaggerated and that are spread in order to
help a cause apolitical leader, a government,
etc.
Stereotypes are the heart of al propaganda
efforts. Their purpose is to create the
perception that our actions are always
ethical and honorable, while those of our
opponents are always unethical and
dishonorable.