(MIL REVIEWER) - These are the actual inferences and interpretations of the audience.

- They put sense into codes.

MEDIA LANGUAGE It is crucial for media people to accurately consider how people
understand and interpret concepts, so their ideas also go along with the
In nature, a person has the capability of consuming and interpreting information
audience’s expectations. It is undeniable to say that media codes and conventions
in different ways. Hence, there is a notion of “man is a thinking animal”, simply
are inseparable. It is also important for the media to consider how
because of men’s rationality; everything around him is equivalent to meanings and
consumers acquire and interpret messages, and through the appropriate codes
justification. Media have the widest range of information sources, different
and conventions, the main objectives or goals can be achieved.
platforms, and have varying languages in order to reach their target audiences.
Media, in its broadest sense, exists for consumption and interpretation. It aims to
send messages regardless of its purpose. For media and the audience to be
MEDIA AND THE AUDIENCE
Audience is the group of consumers for whom a media message was constructed
effectively bridged, it is imperative that we understand media languages.
as well as anyone else who is exposed to the message. It is equally to look at how
LANGUAGE the audience can be as powerful as the media in terms of their receptions. There
are several considerations in order to reach the audience as a whole, and even the
- It pertains to the technical and symbolic ingredients or codes and conventions
differences and segmentations of their diverse characteristics and receptions.
that media and information professionals may select and use in an effort to
communicate ideas, information and knowledge.
FACES OF THE AUDIENCE
MEDIA LANGUAGES
According to Potter (2012), the members of the audience are perceived in
- These are the codes, conventions, formats, symbols and narrative
two ways:
structures that indicate the meaning of media messages to an
audience. o Human Minds as Machines – implies that members of the audience are like
robots that receive information, decode them, and end up with negotiated
MESSAGES meanings.

o Interpretative Beings are capable of having the liberty to conclude anything

- These are the information sent from a source to a receiver.
they want. Their interpretations may vary depending on the person’s background,
- Forms of messages comes in a wide variety of ways, from sounds
and most of the time opens up doors for several opinions and stand.
to televisions, text messages to social media posts, newspapers to
billboards. It comes in a daily basis. DESIGN FOR THE PUBLIC

CODES -Information sources are created for public consumptions, Because of the diversity
of the audience, it is crucial that they know how to reach out without
- These are the system of signs, associated with audio, visual, and textual concepts compromising anyone.
of media. MEDIA AGENDA
- The indicators of media information for the audience to come up with their
interpretations and inferences. -State that the media have the tendency to manipulate their way of presenting
messages in order to obtain the desired reception from the audience.
GENRE
AGENDA-SETTING THEORY
-Refers to a class or category of artists endeavors having a particular form,
content, technique, or the like. -It is the "ability (of the news media) to influence the importance placed on the
McMahon and Quinn (1988) Categories of Media Codes topics of the public agenda".

-It is a phenomenological study by Maxwell McCombs and Donald Shaw.

TECHNICAL SYMBOLIC WRITTEN
CAMERA ANGLE OBJECTS HEADLINES PRODUCERS AND STAKEHOLDERS OF MEDIA
LENS CHOICE SETTINGS CAPTIONS
FRAMING BODY LANGUAGE SPEECH BUBBLES -Producers are the people engaged in the process of creating and putting together
SHUTTER SPEED CLOTHING STYLE media content in order to produce quality source of media information. They
DEPTH OF FIELD COLOR provide different forms of information based on their chosen field. Authors and
LIGHTING & journalists deliver news and other written information, along with their editors,
EXPOSURE they ensure that their material is well-organized and free from all kinds of errors.
METAPOSITION While in broadcast media, the director creates films and other cinematography,
alongside other talents and performers. They work together to provide quality
SYMBOLIC CODES
With this, the audience are also regarded as stakeholders of media and
-are indicators that require inferences among the audiences, having to delve into
information. They are group of people or organization that has a common interest
the connotative (indirect) implication rather than the denotative (direct). It show
or concern. They are the direct beneficiaries of different media platform outputs.
what is beneath the surface of what we see (objects, setting, body language,
clothing, coloe, etc.) CODE OF ETHICS FOR MEDIA PRODUCERS
-These set of principles are the guide that professionals abide diligently in order to
-SYMBOLIC CODES in media include setting, mise en scene, acting and color
provide quality service to their audience and stakeholders that are expecting
efficient and effective media outputs. A code of ethics serves as a guide for
SETTINGS – the time and place of the narrative, the settings describes where the
professional media producers in conducting their work.
story or a specific scene took place.
SPJ (Society of Professional Journalists) CODE OF ETHICS
MISE EN SCENE – Means everything within the frame
Ethical journalism ensures that the delivery of information is accurate, fair, and
Must have:
thorough. These are the four principles that served as the foundation of ethical
-SET DESIGN
journalism so that journalists and practitioners in the field of media will act with
- PROPS
integrity.
- COSTUME
- STAGING AND COMPOSITION ✓ Seek truth and report it.
✓ Minimize harm.
ACTING – Actors portray characters in media products and contribute to ✓ Act independently
character development, creating tension, or advancing the narrative. The actors
✓ Be accountable and transparent
portrays a character through:
SPJ (NEXT PAGE)
- FACIAL EXPRESSION
- BODY LANGUAGE -Guidelines are important. These will remind the different media provider and
- VOCAL QUALITIES producers about their responsibilities to the public and what the public is
- MOVEMENT expecting from them. Media producers aim to offer programs that will capture the
- BODY CONTACT interest of the majority. Its success depends upon the response of its target
audience.
CONVENTIONS
- In the media context, they refer to a standard or norm that acts as a
rule governing behavior.
THE EFFECTS AND INFLUENCE OF MEDIA
-Psychologists claim that media can influence a child’s behavior in various ways.
Therefore, media providers and producers should offer platforms that reflect
values acceptable to society and becoming an ally in safeguarding the welfare of
the people, both the audience and stakeholders.
THE EFFECTS OF MEDIA ON THE AUDIENCE
-The audience of media are not only confined with the ideas of perceiving and
analyzing media messages. But more importantly, the relationship of media and
the audience are emphasized by the effects of the messages to its audiences.
The Affected Domains of Media Messages (Potter, 2012)
PHYSIOLOGICAL – focuses on the human brain, being a physical organ of the
body, which is determined by its pre-birth programming.
COGNITIVE – concerns learning and how knowledge can be constantly altered by
continuous exposure.
BELIEF – it is anchored by probability that requires verification. Although it is a
natural behavior for humans to believe, depending on their cultural background
and family orientation.
ATTITUDE – it is defined as an evaluative judgement, which relates to comparing
an object to a standard.
AFFECTIVE – are anchored by emotions that are triggered by how media is
perceived.
BEHAVIOR – is the overt action of people in terms of how media was translated
and can change gradually at any given time.
MEDIA PORTRAYALS
- These are the impressions established on various elements in the society.
- These are the profiles that covers the impressions of the public.
- The power of media to escalate its effects towards violence portrayed.
Different studies simply show the positive and negative influence of media to its
audience. Therefore, media providers, producers, and other stakeholders should
be able to offer platforms that would reflect norms and values acceptable to the
society. Media are so powerful. They can affect a person, an organization, a
community, a nation, and even the world. Hence, we must learn the essential skills
on how to receive, understand, create and utilize media in the most ethical and
moral ways possible.
LEGAL, ETHICAL, AND SOCIETAL ISSUES IN MEDIA AND
INFORMATION
Intellectual Property
-Any output or creation of a person’s intelligent capabilities, such as
inventions; literary and artistic works; designs; and symbols, names and
images used in commerce is considered as his Intellectual Property (IP). By
reregistering the appropriate Intellectual Property (IP) protection, the
government will then grant the right to claim an intellectual creation or
work. Protected and guided by the law (R.A. 8293 or the Intellectual
Property Code of the Philippines), anyone proven to have used, published
or utilized a copyrighted material without securing any permission or giving
proper credit to the rightful owner will be penalized and punish by law.
There are several forms of Intellectual property based on the nature of
the output or material produced.
TYPES OF INTELLECTUAL PROPERTIES (IP)
-COPYRIGHT
-PATENT
-TRADEMARKS
COPYRIGHT
-Copyright is a legal device that gives the creator of a literary, artistic,
musical, or other creative work the sole right to publish and sell that work.
Copyright owners and authors have the right to control the reproduction of
their work, and may also grant / sell the rights to other. The Copyright Law
is a set of rights granted to the author or creator of a work, to restrict
others’ ability to copy, redistribute, and to reshape the content. Violation
of a copyright is called infringement.
PATENT
-Patent pertains to an exclusive right granted to an invention and provides
the patent owner with the right to decide how - or whether - the invention
can be used by others. In exchange for this right, the patent owner makes
technical information about the invention publicly available in the
published patent document.
TRADEMARK
-Trademark is a specific sign or logo capable of distinguishing the goods or
services associated to an enterprise from those of other enterprises. It was
dated way back to ancient times, when craftsmen used to put
their signature or "mark" on their products.
TM means the owner of the mark has common law
rights even though the mark has not been registered.
R is only used for marks that have been granted registration.
What is ROYALTY?
-It is a payment made to an author or composer for each copy of a work
sold or to an inventor for each copy of a work sold to the original creator.
FAIR USE
WHAT IS FAIR USE?
-It is the act of using any copyrighted materials without a license, for a
limited and “transformative” purpose. Such uses can be done without
permission from the copyright owner. In other words, fair use is a defense
against a claim of copyright infringement. If your use qualifies as a fair use,
then it would not be considered an infringement.
These includes the following:
 Commentary
 Criticism
 Reporting
 Research
 Teaching
A PARODY is a work that ridicules another, usually well-known work, by
imitating it in a comic way. Judges understand that, by its nature, parody
demands some taking from the original work being parodied. Unlike other
forms of fair use, a fairly extensive use of the original work is permitted in a
parody in order to “conjure up” the original.
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.
PLAGIARISM
-The practice of taking or using someone else's work, words and ideas
without giving the proper credit is called plagiarism. Anyone who has
written or graded a paper knows that plagiarism is not always a black-and-
white issue. The boundary between plagiarism and research is often
unclear. Learning to recognize the various forms of plagiarism, especially
the more ambiguous ones, is an important step in the fight to prevent it.
SOURCES NOT CITED
“The Ghost Writer”
-The writer turns in another’s work, word-for-word, as his or her own.
“The Photocopy”
- The writer copies significant portions of text straight from a single source,
without alteration.
“The Potluck Paper”
-The writer copies from several different sources, tweaking the sentences
to make them fit together while retaining most of the original phrasing.
“The Poor Disguise”
-The writer has altered the paper’s appearance slightly by changing key
words and phrases.
“The Labor of Laziness”
- The writer takes the time to paraphrase most of the paper from other
sources and make it all fit together.
“The Self-Stealer”
-The writer “borrows” generously from his or her previous work.

SOURCES CITED (BUT STILL PLAGIARIZED)
“The Forgotten Footnote”
➢ The writer mentions an author’s name for a source, but neglects to
include specific information on the location of the material referenced.
“The Misinformer”
➢ The writer provides inaccurate information regarding the sources,
making it impossible to find them.
“The Too-Perfect Paraphrase”
➢ The writer properly cites a source, but neglects to put in quotation
marks on text that has been copied word-for-word, or close to it.
“The Resourceful Citer”
➢ The writer properly cites all sources, paraphrasing and using quotations
appropriately. The catch? The paper contains almost no original work!
“The Perfect Crime”
➢ The writer properly quotes and cites sources in some places, but goes on
to paraphrase other arguments from those sources without citation.
5 WAYS TO AVOID PLAGIARISM
❖ CITE YOUR SOURCE - When alluding to an idea or wording that’s not
your own, add a citation in your writing that identifies the full name of the
source, the date it was published, and any other citation element that’s
required by the style guide you’re adhering to.
❖ INCLUDE YOUR SOURCE - If you insert a source’s words into your
writing, verbatim, one of the most simple, yet obvious ways to avoid
plagiarism is by using quotation marks around the text to denote that the
words aren’t your own.
❖ PARAPHRASE - rewriting a source’s ideas or information into your own
words, without changing its meaning.
❖ PRESENT YOUR OWN IDEA - Instead of parroting the source’s ideas or
words, explore what you have to say about it.
❖ USE A PLAGIARISM CHECKER – these are application software that scans
your text for borrowed contents. These tools let you know whether or not
parts of your writing are plagiarized—and some even highlight the specific
words or sentences of concern and identify where the text
originated from.
DIGITAL CITIZENSHIP, NETIQUETTE, DIGITAL FOOTPRINTS AND
DIGITAL ISSUES IN THE PHILIPPINES
Before anything else, let us first define a citizen. According to Merriam Webster, a
citizen is a person who owes allegiance to a certain government and in return is
entitled to its protection. Bounded by law, a citizen has its rights and is also
obliged to follow the rules and regulations set by the state. On the other hand,
netizen is a new term for a person using or has access to a social networking sites
on the internet. Similar to a citizen, a netizen is expected to act accordingly to the
norms of any social networking sites.
NETIQUETTE
-The proper attitude that every user must observe whenever they
connect to the internet is called netiquette. It came from the root word
etiquette, which means acting or behaving accordingly to the norms of a
society. One should also know the responsibilities of an internet user when
expressing their idea or feelings freely. There are limitations to consider, especially
when netizens exercises their freedom to express. They may post any comments
and ideas they deemed suitable and just, as long as they’re not interfering or
come in conflict with the rights of other people. There are certain standards for
proper attitude in using the internet and all of its resources, here are some of the
ethics that every netizen should consider when using the internet.
THE CORE RULES OF NETIQUETTE
Be humane to others – We should always remember that there is a person
on the other line. That whatever we say or do could hurt or offend others,
always remember the Golden Rule: “don’t do unto others what you don’t
want others do unto you”.
Good citizenship is the same as a good netizen – How you act and observe
the law in your community should be the same as how you interact with
others in the virtual world. There are rules in the digital world that
everyone should obey.
Be familiarized with the platform you’re in - "Netiquette varies from
domain to domain." (Shea, 1994), there are several communication barriers
in the internet, it depends on what platform or site you’re visiting. There
are things that are acceptable in a certain community (Facebook, Twitter)
that are not suitable on others (WordPress,
WeddingBee).
Internet bandwidth are not unlimited – To communicate using the
internet takes time. Things such as uploading and downloading important
materials from the internet takes time, so be mindful of others whenever
you download or upload, it can take away bandwidth that are allotted for
everyone.
Always be presentable on-line – People have different outlooks in life,
whether in the physical world or in the digital community. We always have
to be mindful of how we communicate and how we look when presenting
ourselves in a virtual community. Here are some tips to be more
presentable on-line.
• Always check for spelling and grammar errors
• Know what you're talking about and state it clearly
• Be pleasant and polite
Share what we have as we receive what others give – Information in the
internet is abundant, different media creators are sharing their ideas for
the consumption of others. All information we acquire from the net came
from someone, so it is only fair to also share what we know. Being an
expert on something maybe beneficial for others, so sharing ideas,
principles, concepts and skills are very much appreciated in the digital
world.
Avoid contributing to internet feuds – On-line disputes are a common
thing, especially on social media sites. Adding gasoline to a burning
arguments will only make things worse, giving out comments that could
ignite verbal altercations should be avoided. Remember that whatever
content adults see are also visible to the young internet users.
Always respect the privacy of other people – There are tons of information
available in every internet site, we may encounter some private materials
or personal information that were not supposed to be visible. Do not copy
or distribute such information, it may be valuable to its owner or to other
concerned people. It may harm or damage to its owner or creator and
could even lead to computer fraudulence.
Be humble, don’t overpower others – Other people may be more powerful
than others, especially on social media sites, there are also people that
tends to feel inferior to others. Be kind and never overpower other, it may
result to cyberbullying if it is done constantly. Think of the first rule, “Be
humane to others”.
Don’t feed on others mistakes - Different people have different skills, it
may be oral efficiency or a grammar expert, some maybe a computer whiz
or a tech savvy. Remember not to criticize the work of others, it
Don’t feed on others mistakes (NEXT PAGE)
doesn’t mean that all internet users have the knowledge and skills as what
you expect them to have. Be humble and insteadof criticizing their
mistakes, help them instead.
DIGITAL CITIZENSHIP, DIGITAL DIVIDE AND DIGITAL FOOTPRINT
- Digital Citizenship is the norms of appropriate and responsible technology
use. It is a holistic and positive approach to helping children learn how to
be safe and secure, as well as smart and effective participants in a digital
world.
Key Principles with Elements of Digital Citizenship
Respect Yourself/ Educate Yourself/ Protect Yourself/
Respect Connect Protect
with Others Others
Digital Etiquette Digital Literacy Digital Rights and
Responsibility
Digital Access Digital Digital Safety
Communication (Security)
Digital Law Digital Commerce Digital Health and
Welfare
The elements (9 elements of digital citizenship) have also been organized
under the principles of respect, educate and protect. With the increase in
technology in the hands of everyone, especially your kids, parents are
in the need of a new workout, and new REPs. There are two aspects to
each of the REPs: one focuses on an individual’s use of technology, and the
other is users’ responsibility to do the same for others (which helps users to
focus on empathy for others as well). The principles of respect, educate,
and protect each include elements to help parents and children discuss the
issues and ideas that are happening with respect to technology.

Most internet users have different knowledge, skills, the access to digital
information and available forms of communication (due to some
restrictions). These kind of gaps are called as Digital Divide, due to the
limited Internet Service Providers (ISP) in our country, compared to other
Asian countries, we are considered poor when it comes to connectivity. The
21st century classrooms are trying to eliminate Digital Divide, hindering the
growth and development of the students to become media and
information literate.

A Digital Footprint is a trail of data you create while using

the Internet. In includes the websites you visit, emails you send, and
information you submit to online services. A passive digital footprint
is created when data is collected without the owner knowing,
whereas active digital footprints are created when personal data is
released deliberately by a user for the purpose of shari+ng information
about oneself by means of websites or social media. Nowadays, you
can easily find different unethical information such as, nude photos,
sex videos/scandals, violent acts, degrading memes and other
scandalous materials. These are the result of inconsiderate and
unwise use of data and information, once a sensitive data gets out on
the internet, it is highly impossible to stop it from spreading further.

DANGERS OF THE INTERNET

- In these point in time, more and more people are being inclined in using
social media such as Facebook, Twitter, and Instagram. Unconsciously
neglecting different responsibilities and losing self-awareness, due to the
time consumed inside their virtual communities.

Virtual communities are often considered as a safe haven for some people, they
feel better, stronger, smarter and beautiful once inside the realm of virtual reality.
Some people create images in their virtual world
that is contradicting as to what they really are in the physical world. This is called
as a Virtual Self, it is when a person’s character changes once connected to the
internet. Others chooses to use an avatar to represent them in the digital world,
mostly pertains to something associated with non-visual ideas. While in order to
express ideas and emotions, emojis or emoticons are handier than textual or
verbal messages.

Computer Addiction refers to the condition in which a person seems to have lost
control over an actionor behavior that manifest strong urges toward computer
usage and internet access. Most of the time, these
excessive conditions may lead to impairment or distress on the person, mental
health practitioners often deemed this cases as self-destructive and health
abusive. The status of (MMPORG) Massively Multiplayer On-Line Role Playing
Games has always been on top of the list as one of the most addictive internet
activity, starting from young children to teenagers, and even middle aged adults
are hooked on different on-line games. Now, new forms of leisure activities on the
internet are being absorbed by most netizens, on-line shopping is an example of
an
addictive form of leisure that often transpires as an obsession.

WHAT IS CYBER BULLYING?

- When a person overpowers another person physically and verbally, can it be
considered as bullying? Practically, there is a wide misconception regarding this
issue. Well in fact, bullying is the act of deliberately
harming someone consistently by inflicting physical, verbal, emotional, mental and
social damage on the same person repeatedly. With the use of Information and
Communications Technology, a netizen can now harass someone using different
social media platforms by making unacceptable statement and comments
(bashing) directly towards a certain account repeatedly. Making silly and
preposterous remarks and memes (funny pictures) on a specific person, with the
intent of degrading their moral and social image.