What I Need to KNOW

This module contains three (3) lessons, namely:

LESSON 1: THE ROLE OF MEDIA AND INFORMATION IN EFFECTIVE
COMMUNICATION;
LESSON 2: THE DESCRIPTION OF MEDIA LITERACY, INFORMATION LITERACY,
AND TECHNOLOGY LITERACY; and
LESSON 3: THE ETHICAL USE OF INFORMATION.
At the end of this module, the student is expected to:
 describe how communication is influenced by media and information;
 identify the similarities and differences between and among media literacy, information
literacy, and technology literacy; and
 discuss responsible use of media and information.

General Instructions: Answer all the activities on this module. Use separate sheets of paper
for your answers.

Activity I BREAKING DOWN MISCOMMUNICATION (20 points)

Have you ever had a misunderstanding with a friend or a
relative? Was there ever a time that you or your message was
misunderstood, which resulted in conflict? Or was it the other way
around? How often does this happen?
On a piece of paper, try to recall a major miscommunication or misunderstanding that
you were involved in and its consequences. Describe such situation. In what component/s of the
communication process do you think did the problem originate? Explain what you did about it
and give suggestions on how problems as such can be avoided in the future.

The Role Media and Information in Effective Communication

Most households have televisions, cars have radios, many take their morning coffee with
a newspaper, and smartphone and computers are everywhere. Indeed, the media has become
a constant in the lives of everyone. It is not surprising that because of this, media and
information plays a vital role in effective communication.
As we progress, the way we acquire and access information also evolves. In a fast-
paced world with so many challenges, being literate is essential for learning and
communicating. But a person needs to be more than just literate in order to survive and keep up
with the advancement.
Communication Process
Communication plays a pivotal role in human development. Humans have always
communicated with one another even before traditional media were developed and made
communication easier and faster. The earliest known symbols, which are thought to be used in
communicating, are in the form of paintings on cave walls from about 30 000 BCE (Potter,
2010). Written records showed human language has been in existence around 5 000 years ago.
The human race used writing to record their thoughts on a surface, such as clay, parchment,
and stones. These records were preserved and enabled other generations of the human
species to read them. As people continued to search for innovations to make their lives easier,
different technologies were developed, including those used in communication, such as the
media.
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 sender and a receiver.
A sender, in the communication process, is the source of the message who may use a channel
(medium) to send the message to a receiver or to an audience. These receivers actively
perform the role of interpreting messages they receive (Croteau and Hoynes, 2003).
CHANNEL RECEIVER
SENDER MESSAGE EFFECT
(MEDIUM)
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Subject: Media and Information Literacy – Module 1
A. It makes the world a smaller place
Today, at any given point in time, a person can be connected to anyone else in the
world. Communication between two parties from the opposite sides of the world is now possible.
Social media platforms brought people from different locations, background, culture and race
together. Today’s media created bridges between countries. Even news channels are now
broadcasting internationally.
B. It makes communication convenient
Gone are the years where people send telegrams and snail mails to one another. Now
two people communicate with one another without the long wait for replies or the worry that their
messages will not be received in a timely manner. With the existence of email and various
messaging sites and apps, communication has become faster and easier.
C. It shapes public opinion.
In his book “Setting the Agenda”, Maxwell McCombs explained that mass media shapes
public opinion. Owing to its wide reach, not to mention the perceived credibility of the media,
they can sway the opinion of their audience according to the message they convey.
This is perfectly illustrated in surveys conducted before elections. When a TV network
broadcasts the results of a recent survey, they do more than just inform the public where their
candidates currently stand. They also affect the decision-making process of their listeners in the
upcoming elections. For example, a person who is already thinking about voting for 'candidate
A' might suddenly switch to 'candidate B, if he or she hears that the latter is leading in polls. This
classic case of jumping on the bandwagon proves the extent of mass media's influence on
public opinion.
How Communication is Affected by Media and Information
In the 1970s up to the early 1990s, communicating with family members or friends who
are in the province or overseas was difficult as the modes of communication were inadequate.
For example, although making a phone call overseas was already possible, the charge for a
long distance call is expensive. Sending a telegram or mail is more affordable. Unfortunately, it
takes weeks before it reaches the recipient. Thus, if the message is very urgent, like requesting
the other party to go home or send money immediately, communication is hampered due to the
delay in receiving the message.
In ancient Rome, exchange of information was relayed by a horseback rider who
delivers the letter or message to its recipient. When the mailing system was developed in the
1970s, it became a common occurrence for the postman to get lost because of the long journey
or to fail to deliver the letter to the correct address.
In the past, people either send letters or visit a person so they can talk face-to-face.
Nowadays, we can send messages and converse regardless of distance in just a matter of
seconds via e-mail or instant messaging system. If you want to send the information right away,
you can just use your cell phone and text the person you need to talk to. One does not need to
travel by boat or plane to see or talk to a loved one. There are also special apps (applications),
such as Skype and FaceTime, where people can see each other in real or actual time while
chatting using video conference.
With the many forms of social media available, such as Facebook and Twitter, people
from all over the world can share information and communicate without any barrier. This is how
the modes of communication greatly improved and continuously created more varied media
platforms.

People’s reaction when receiving mail and e-mail in past and present.

Some social psychologists believe though that men's ability to communicate properly in
the actual world is being compromised. In exchange for convenience, people prefer to converse
through e-mails or phone calls rather than to meet in person. In the long run, according to
psychologists, people might feel uneasy interacting with others face-to-face as they got used to
socializing in the digital world. Although the content of a message may be the same, there is a
difference when the message conveyed conventionally. When we talk to a person face-to-face,
we are able to sense the urgency or impact of the message because we can feel the emotion on
hand.
For example, the family of a departed may appreciate it more if their loved ones impart
their condolences in person. Although words of empathy and love can be conveyed vividly and
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Subject: Media and Information Literacy – Module 1
creatively through an e-mail, it cannot match the warmth and genuine care that can be
expressed personally.
Sending communication through modern forms of media is relatively fast and reliable.
But how does it influence a person?
Let us take this example. When a person is angry at someone in the actual world, he
can express his feelings right away by shouting at the other person. On the other hand, posting
resentments on social media, may be casually ignored by others unless the user specifically
dedicates his status to someone or types the letters in red or in all capital letters. Moreover, if
negative feelings or thoughts have been posted online, it may upset someone else and more
people may get involved. Thus, instead of simply resolving the conflict among the concerned
parties only, the situation may get out of hand.
Technology and various forms of media can create both positive and negative impact on
communication and human interaction. Therefore, we should effectively use our media and
information literacy skills as tools of communication and learning.

Activity II NEW MEDIA. Inside the box are the logos and icons of new media channels and
applications. Take a look at these icons and answer the questions below.

1. Name each logos inside the box. (1 point each)

2. Explain briefly the uses of those that you can name. (2 points each)
3. Which among these websites and applications do you deem useful and credible in terms
of creating, obtaining, and sharing content? (9 points)

The Description of Media Literacy, Information Literacy, and Technology Literacy

The teacher’s goal is to make sure that the students will understand the lessons taught
in the classroom. Not everyone processes information and learning in a similar manner, so the
teacher applies different learning strategies, such as watching films, listening to musical scores,
or reading articles from a magazine, to communicate the lesson clearly. In this way, the
students will easily understand the topic. If the subject is well understood, the students will more
likely be interested in discovering more information about the lesson on their own.
On the other hand, if the teacher fails to communicate the lesson effectively, the
students will find it difficult to understand the topic being discussed. This can result to
misinformation or misinterpretation of what is being taught. How then can effective
communication be achieved?
As centuries passed, a variety of information can now be accessed, not only by reading
books, but also through the use of different forms of media and the technology that are on hand.
In school, literacy has been referred to as "the ability to read and write," but with the
technological advancement in the 21st century, essential literacy skills were also developed.
Information literacy and technology literacy are two of the 21st century skills which modern
learners should possess so they can be globally competitive. How are these 21st century skills
related to media literacy?
MEDIA LITERACY
It is the ability to access, analyze, evaluate, and create media. The
word media refers to the different means of communication, such as
television, radio, newspapers, magazines, and the Internet. If you can
understand the complex messages from the aforementioned media, then
you are media literate.
Importance of Media Literacy
Media literacy is the ability to exercise critical thinking when analyzing different forms of
media. Through critical thinking, a student is able to analyze and evaluate the logical connection
between ideas. Educators believe that media literacy is an effective and engaging way for
students to apply critical thinking skills to a wide range of issues. For example, a media literate
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Subject: Media and Information Literacy – Module 1
student can retrieve information for a report needed in class using the computer. Then, he can
download a related video for the report and use it alongside his PowerPoint presentation.
Through media literacy, one will be able to understand the significant role of the media in
our society and how largely it influences its users. If a person has skills in media literacy, he will
be able to discern what information is factual, truthful, and objective through critical thinking.
Media literacy enables a person to become competent in processing and assessing the
form of media one uses. A media literate person is able to think independently and makes his
own opinion instead of relying on what the media dictates.
Media literacy skills can help students become well informed using the different forms of
mass media simultaneously. These skills will allow students to develop an intellectual and
artistic sense on how they can create useful and effective forms of media by themselves.
INFORMATION LITERACY
Aside from acquiring knowledge and becoming literate, a person should
know how he can acquire relevant information. Although information is easily
accessible nowadays, a person should know what essential details are needed
for his research.
Information
It pertains to a specific data acquired for a specific purpose. Gathering information or
data depends upon the person's need. For example, a high school student who is researching
about the health benefits of herbs for a science project should find information about plants.
Gathering the facts will allow that student to educate himself about the topic being studied.
Thus, information literacy is the skill that allows a person to recognize when
information is needed and how he will be able to access, locate, evaluate, and use it effectively.
Importance of Information Literacy
Information literacy lets you distinguish which among the sources of information are
relevant. This allows an individual to discover where to get the information, such as visiting the
library or going online to make a research. By means of information literacy, an individual will be
able to organize and classify the different forms of media which can be used to secure relevant
and substantial information. Information literacy can also aid students in developing effective
research skills essential in enriching their knowledge and enhancing their comprehension.
Information literacy is important in all disciplines and all levels of education. Through
this, a learner is able to gather essential information. Thus, the learner can utilize this essential
information to expand his knowledge.
TECHNOLOGY LITERACY
Finding sources of information and looking for a particular type of media
would be easier with the use of technology. How does technology help us
acquire information and utilize various forms of media?
Technology comes from the Greek words “techne” which means art or
skill and “tekhnologia” which means systematic treatment. With this, technology
can be defined as "the systematic application of one's art or skill for a practical purpose”.
Technology uses scientific knowledge and computer skills to develop machinery and equipment
needed by various industries.
Technology is evident in this modern time as well as in the past. Our ancestors created
useful and practical tools initially for their survival, such as the creation of bow and arrow for
hunting. Eventually, their next inventions made their lives more comfortable. For example, the
invention of the wheel made transportation much easier. The technology that we are enjoying
today is the fruit of the innovations of the past.
It is the ability to acquire relevant information and use modern-day tools to get, manage,
apply, evaluate, create, and communicate information. As the present technology continues to
thrive, the concept of technology literacy also changes. This literacy skill is expected to be more
complex and progressive as people demand faster and easier access to communication and
information.
Knowing how to use the technology of today is necessary so we can adapt to and cope
with our present environment.
Importance of Technology Literacy
Past and present technologies both provide convenience and efficiency, but the
difference lies in the technological advancement. In this modern time, technology is associated
with machines, equipment, device, or any invention that show advancement in scientific
knowledge, engineering, and computer concepts. With the new technological discoveries and
breakthroughs, people nowadays are even hoping to find cure for dreaded incurable illness like
brain cancer.

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Subject: Media and Information Literacy – Module 1
Activity III. To better reflect on how you are as a media consumer, answer the questions below
in paragraph form. (10 points each)
1. How can you tell if the source of information is credible?
2. What do we mean by the “creative techniques” in media? And how does it affect the message
being sent?
3. Why do other people interpret the same message differently?
4. In what way do ideals and values being “sold” through media?
5. How can the purpose of a message affect your response as a media consumer?

Ethical Use of Information

An individual may also be a producer of messages or content. So what is your role as a
media producer? Let us start with how it is defined. In its most technical meaning, media
producers are described as people who oversee media projects (like films, TV shows, etc.) from
conception to completion and may also be involved in the marketing and distribution process
(Gonzales, 2016). However, throughout the years, the term has evolved to take in those who
contribute intellectual or creative content through and in media, even including your Facebook
posts, tweets, Instagram photos, blogs, or vlogs. Simply put, in today’s context, media
producers are people who are capable of creating and sharing information through a media
channel that includes you. The scholars define ethics as the branch of philosophy that involves
systematizing, defending, and recommending concepts of right and wrong conduct. Ethics gives
a predetermined set of guidelines based on a code of morality that people in the society will
follow. While ethics may vary depending on a number of factors, its core remains the same,
man- kind's concept of right and wrong.
My Responsibility as a Media Producer in the Communication Process
1. Give credit where credit is due. The abundance of information is because of the huge
number of content contributors. It is important that an individual's work or knowledge is
given credit when someone uses it as material. Failing to recognize them or claiming
others' work, as one can see, is not just unethical; it can also mean legal repercussions.
2. Practice due diligence. Whenever people come across information, they must validate
its authenticity. It is important to find out if the source of information is credible and is
based on facts and research. Doing due diligence before accepting information is
necessary to filter out false or misleading data.
3. Respect everyone's privacy. It is true that privacy is becoming more and more difficult
to uphold in this information age. While users may not have control about what their
friends share online, they do have control over what they put out onto the virtual space.
While it is not wrong to express oneself, it is not necessary that users share every minor
detail of their life in the social media accounts. This behaviour does not only take up
valuable storage space on the cyberspace, it also raises security concerns. In addition to
this, users should not share personal information about someone else without their
consent.
4. Separate facts from opinion. The beauty of information in today's digital age is its use
of the so-called big data or content pooling by individuals, but it has also its curse.
Everyone with access to the internet can contribute to the web of information. If users
decide to do so, then they have to separate facts from opinion. Users should not publish
personal beliefs and claim that they are right without proper research. They must only
consider information and not abuse it.

 Ethical standards should be observed online so that Internet users will know how to act properly
and politely.
 Societal issues on media and information should be addressed to maintain order and
organization.
 There should be no excuse for netizens to misbehave on social media. Although the Internet is
technically a virtual world, users are still expected to follow rules accordingly and become law-
abiding citizens.
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Subject: Media and Information Literacy – Module 1
Activity IV
A. WORLD WITHOUT MEDIA. Answer the following questions below in paragraph form. Write
your answer on a different sheet of paper. (10 points each)
Imagine waking up one day to find no Internet, libraries, and cellphones. Newspapers,
magazines, radio stations, and TV channels have also disappeared. Basically, all
communication tools have vanished.
1. How would you be informed of anything now?
2. What ways would you have to communicate with one another?
3. How would you share information and communicate news and events?
4. What would happen with the decisions you usually make?
5. How would it affect the way you live?
6. What would you personally miss most in such a situation?
7. What would society lose in this situation?
B. I KNOW IT. Answer the following questions in paragraph form. (10 points each)
1. In your opinion, what makes an individual literate in media and information?
2. How is critical thinking related to media and information literacy?
3. Do you consider yourself a media and information literate individual? Why or why not?
4. What activities/habits do you practice which illustrate media and information literacy? Give at
least three examples.
C. ILLUSTRATING MIL. Draw or design a graphic that represents how you understand Media
and Information Literacy then write a brief description about it. Submit your final output on a
bond paper (landscape layout) with your name, grade level, section, and the date today

D. FACT OR BLUFF. Analyze and evaluate a shared

Facebook post of an article from the Internet below.
Determine if such a post is reliable or if it may contain
false information and defend your answer using the
principles and guidelines previously discussed. (30 points)

Activity V DAILY LIFE. As a responsible media creator and consumer, how would you respond
or act in the following situations below? Answer in paragraph form. (10 points each)
1. You received a forwarded message with an unknown original source about how eating raw
eggs and gargling water with salt kills the COVID-19 virus. The message claims it is confirmed
by the World Health Organization but you have never heard news of it from huge media
networks. What would you do?
2. The shutdown of media company ABS-CBN has been the hottest issue in the previous
month. As such, you post your opinion about the issue on Facebook. However, a Facebook
friend, whom you know by name but is not friends with, comments on your status strongly
disagreeing with your opinion. What would you do?
3. A video scandal of two teenage students has been circulating in social media. Unknowingly,
one of your schoolmates forwarded such video in one of your group chats. Being the talk of the
town, another schoolmate messaged you asking if you have a copy of the said video scandal.
What would you do?
4. In your research group, you were tasked to write the Review of Related Literature. As you
browse the web, you have stumbled upon many books and articles that you may use for your
RRL. How would you manage all the information you have?
5. As you are scrolling through your newsfeed, you come across a news article from a certain
unfamiliar website. You wanted to share the news article but hesitated as to its truthfulness.
How would you verify its validity?

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Subject: Media and Information Literacy – Module 1
Activity VI
A. MULTIPLE CHOICE. Choose the letter of the correct answer. (1 point each)
1. The type of communication that uses spoken words
a. Oral Communication c. Ocean waves
b. Written Communication d. Things like longitudinal wave
2. It is broadly defined as data, knowledge, or instructions through signals or symbols.
a. Communication c. Information
b. Media d. Technology
3. This is a type of communication practiced in corporate meetings, conferences, academic
seminars, political sessions, and juridical proceedings.
a. Formal Communication c. Verbal Communication
b. Informal Communication d. Non-Verbal Communication
4. It refers to tools used by the source to disseminate information to the receivers.
a. Information c. Literacy
b. Technology d. Media
5. It pertains to any information that is passed on through communication.
a. Receiver c. Literacy
b. Media d. Source
6. It refers to the listener, reader, and viewer of the message.
a. Receiver c. Message
b. Media d. Source
7. The ability to access, analyze, evaluate, and communicate information in a variety of forms,
including print and non-print messages.
a. Information Literacy c. Technology Literacy
b. Media Literacy d. Communication Literacy
8. A set of abilities requiring individuals to “recognize when information is needed and have the
ability to locate, evaluate and use the needed information effectively.”
a. Information Literacy c. Technology Literacy
b. Media Literacy d. Communication Literacy
9. It pertains to the medium and how the information flows from the sender to the receiver.
a. Sender c. Media
b. Message d. Channel
10. The source or ______ is the origin of the message
a. Sender c. Channel
b. Message d. Receiver

B. THUMBS UP or THUMBS DOWN. Write UP if you think the statement shows the
responsible use of media and information. Write DOWN if you think otherwise. (1 point each)
______ 1. Kim checks the truthfulness of the news she sees online by looking into other news
outlets for the same content.
______ 2. Kristoffer’s Facebook friend sent him through FB messenger a forwarded message
about an upcoming 7.8 earthquake in their locality. Rattled, he also forwarded the unverified
message to his family’s group chats, warning them of such quake.
______ 3. Rezza and her research groupmates utilize Google Drive to work on their study.
______ 4. Isa helps her local barangay in their campaign against COVID-19 by designing
posters of local emergency hotlines and fast facts about the novel coronavirus.
______ 5. A friend sent me a video of a scandal from Facebook. Curious as to who the people
in the video were, I also sent it to several of my friends.
______ 6. Rebecca validates the source of a Facebook post before she shares it.
______ 7. Deanne uses YouTube crash courses to complement her learnings in school.
______ 8. Erika believes that print media like newspapers and books are useless today
because everything may already found on the Internet
______ 9. Mark cites Wikipedia in his research study because he considers anything on the
Internet true and credible.
______ 10. Andrew photoshopped a false quotation beside a celebrity, published it on social
media and claimed it to be true.

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Subject: Media and Information Literacy – Module 1