EVALUATING MEDIA AND INFORMATION LITERATE INDIVIDUAL: MEDIA LITERACY AND ITS IMPACT

“Media and Information Literacy recognizes the primary role of media in everyday lives. It lies at the core of freedom of expression and
information- since it empowers citizens to understand the functions of media and other information providers to critically evaluate their content,
and to make informed decisions as users and producers of information and media content.” (UNESCO)
With the flooding information that technology offers, weighing the validity, accuracy, and reliability become a burden to an individual who doesn’t
know how to use it. Who are media literate individuals? From the framework of Aufderheide (1992 as cited in Koltay, 2011): A media literate
person can decode, evaluate, analyze and produce both print and electronic media. Emphases in media literacy training range widely, including
informed citizenship, aesthetic appreciation and expression, social advocacy, self-esteem, and consumer competence. In other words, media
literate individual cannot only use media platforms but, able to analyze and evaluate information that was taken from it.
Being able to evaluate media information leads an individual to explore the use of technologies in various fields such as businesses, commerce,
and communications. The use of technologies in promoting these economic aspects creates an impact on media users and most especially to
society.
The components of Media and Information Literate to an Individual are the following:
PERSONAL/EDUCATIONAL
 Doing research have become very convenient
 Communication has been made easier
 Information has become widely accessible
GPS (GLOBAL POSITIONING SYSYTEM)- space-based satellite navigation
system that provides location and time information in all weather condition.
a. Improved quality of life
People who are media, information and technology literate are
believed to experience an improved quality of life. Those who are
computer literate, have the skills to use different kinds of technology,
have the knowledge to identify the veracity of information given to them
and able to create an output based on the 21 st century skills are more
likely to experience better opportunities.

 Media serve the people by informing public about subject they

need or they want
 Informing the public of the
political affairs in the country Encourage the public to take more active
role in the government

As a citizen living in a democratic country, one is expected to

participate responsibly in the affairs of the state. This entails Filipinos
b. Greater political participation
should enjoy the freedom to speak out with vigilance or awareness, take
part in the political and electoral process and participate fully in all
aspects of the government affairs. Filipinos who consume information
responsibly through various media platforms are more politically and
civically engaged which may result to better laws and governance.
Some of the most common forms of political participation: signing a
petition, blogging about a political issue, volunteering for a campaign,
donating money to a cause.

 Influx of media offerings has led to the creation of more jobs in the
media.
 New jobs like social media managers or multimedia specialists have
been created

An economy composed of media and information literate citizens

c. Better economic opportunities is more likely to flourish compared to an economy infested by uninformed
citizens when it comes to information and technology. We must
remember that innovation is dependent on skilled, knowledgeable and
productive citizenry. For e-commerce to flourish, people need to adapt on
the present technology. For example, the COVID-19 pandemic has
transformed from traditional marketing of products to online processing of
orders.
  Source of information
 Made learning a choice
 Social Learning Environment
 Equips learners with the tools necessary to collaborate and
participate with teachers and peers both inside the classroom and
beyond the walls of the school
d. Improvement of learning environment
Media, information, and technology savvy citizens are the ones
capable of accessing, evaluating and creating messages in various
ways. Media literacy education promotes learning beyond the books, the
use of senses and application of critical thinking skills. More than
knowing, the aim of a media and information literate society is to create
and develop lifelong skills to achieve a good quality of life.

 Social technologies are changing the way we collaborate and

communicate with each other
 Media may play a hand towards holistic development of the society

e. More cohesive social unit Active and productive citizens who are media and information
literate make up a more cohesive social unit. A thriving democracy is
possible if the government supports ICT integration and responsible
creation and dissemination of information.

TEXT MEDIA AND INFORMATION

WHAT IS A TEXT?
▪a simple and flexible format of presenting information or conveying ideas whether hand- written, printed or displayed on-screen. (Source:
MIL TG by CHED)
▪ any “human-readable sequence of characters’’ that can form intelligible words. (Rouse, 2015)
Text is very powerful as well in disseminating information, providing direction and giving suggestions. How is text used in the following
media? How will you understand the texts in each platform with their style and legibility?

Image Source: Image Source: Image Source: Image Source:

https://www.manilatimes.net/2020/04/01/news NOEL/CELIS/AFP/Getty Images https://www.lamudi.com.ph/journal/gc-special-concern-lockdown/ https://www.lazada,com.ph

Text is the most common medium where information is presented. It is also used to communicate a concept or an idea. Text is available
in different sources whether it is formal (news articles, published books, newspapers, magazines, advertisements, research works, etc.) or
informal (blogs, personal e-mails, SMS or text messages, online messengers, social media platforms, etc).
▪ Formal text – based materials are created and distributed by established institutions (such as publishing companies, news agencies,
etc.) and go through a rigorous process of editing or evaluation and are usually governed by censorship of the state.
▪ Informal text – based materials, on the other hand, come from personal opinions or views on different issues, processes, etc.

TYPES OF TEXT AND COMMON FILE FORMATS

TYPES OF TEXT DESCRIPTION
Plaintext or Unformatted Text fixed sized characters having essentially the same type of appearance.

Formatted Text appearance can be changed using font parameters (bold, underline, italic, font size, font color, etc.)

Hypertext serve to link different electronic documents and enable users to jump from one to other in a nonlinear
way.
 Table 1.Types of Texts (Parekh, 2006)
Source: p.144, Media and Information Literacy by Boots C. Liquigan, Diwa Learning Systems Inc.
EXAMPLES:

PLAINTEXT or FORMATTED TEXT HYPERTEXT

UNFORMATTED TEXT

Hypertext is the word or the text that has

been anchored
with a reference that takes one to an
additional source of
An example of plain text or unformatted text isAn example of formatted text is the one that we are information instantly by just clicking on it.
the text doing in any word document files
used by the programmers. wherein we change the fonts, font sizes and colors.

Table 2. Example of Types of Texts (Magno, 2020)

WHAT IS A TYPEFACE?
In the formatted text, we control the general appearance of the characters, from the changing of typeface or fonts such as bold, italics,
underline, font sizes and colors.
Typeface is also called as font, front style or type. It refers to the digital format representation or style of a document. A typeface is
usually comprised of alphabets, numbers, punctuation marks, symbols and other special characters.
TYPES OF TYPEFACES (Source: p. 120, MIL TG by CHED)
1. SERIF - connotes formality and readability in large amount of texts. This font is usually used for the body text of books, newspapers,
magazines and research publication. Also, serif fonts give a classic or elegant look when used for title or heading.
Examples: Times New Roman, Garamond, Baskerville
2. SANS SERIF - brings a clean or minimalist look to the text. This font is used for clear and direct meaning of text such as road signage,
building directory or nutrition facts in food packages. Also, sans serif fonts give a modern look and is used primarily in webpage design.
Examples: Arial, Helvetica, Tahoma, Verdana, Calibri
3. SLAB SERIF - carries a solid or heavy look to text. This font can be used for large advertising sign on billboards.
Examples: Rockwell, Playbill, Blackoak
4. Script - draws much attention to itself because of its brush-like strokes. This must be used sparingly and not to be used in large body
text. This font is usually used in wedding invitation cards or other formal events.
Examples: Edwardian, Vladimir, Kunstler
5. Decorative- caters to a wide variety of emotions such as celebration, fear, horror, etc. or themes such as cowboys, circus, holidays,
summer, kiddie, etc.
Examples: Chiller, Jokerman, Curlz MT
DESIGN PRINCIPLES AND ELEMENTS
Design is not about the pictures that are placed together and arranged in a way that you want it to be. It can be made more attractive and
pleasing to the eye by choosing the combination of each element.

1. Emphasis - refers to the importance or value given to a part of the text-based content.
2. Appropriateness - refers to how fitting or suitable the text is used for a specific audience, purpose or event.
3. Proximity - refers to how near or how far are the text elements from each other.
4. Alignment - refers to how the text is positioned in the page. This can be left, right, center or justified.
5. Organization - refers to a conscious effort to organize the different text elements in a page. Organization ensures that while some text
elements are separated from each other (based on the principle of proximity), they are still somehow connected with the rest of the
elements in the page.
6. Repetition- concerns consistency of elements and the unity of the entire design. Repetition encourages the use of repeating some
typefaces within the page.
7. Contrast- creates visual interest to text elements. Contrast is achieved when two elements are different from each other.
 Enlarging and
emboldening
the text shows
emphasis.
Presentation
of
information
uses
appropriate
alignment. Text in white
over dark
background
Texts and creates visual
illustration interest to it.
were
presented
through
compartmen
talization. Repetition of
text type and
shape suggests
consistency
and unity of
design.

Image Source: http://www.inquirer.net/pag e - on e - singl e

Combination of text elements and design as shown in the newspaper above helps improve understanding of the intended message towards the
audience. Understanding how these elements and designs function will lead to effective learning.

In our exposure to text media and information, we can either be a consumer or a producer of content. As a consumer, these are the questions
that you need to ask with regards to the content of text media and information:
• Who or what institution is sending this message?
• What techniques are used to attract and hold attention?
• What is the language used by the writer?
• What views are represented? Are they balanced?
• How might the message be interpreted in different ways?
• What is omitted, slurred, or added in the message?
As a producer of text media and information, we need to review the media and information design framework: target audience, author, or
sender, key content, purpose, form/style, and format.
THE COMMON FILE FORMATS
Because of technology, texts can be generated with the use of any device that uses word processing applications. Text can be kept in
different file formats. Here are the most common file formats:
COMMON FILE
DESCRIPTION
FORMATS
TXT (text) ▪ Unformatted text document by an editor as notepad on Windows platform.
DOC (document) ▪ A native format for storing documents created by MS Word package.
▪ Contain a rich set of formatting capabilities.
RTF (Rich Text Format) ▪ Cross platform document exchange; default format for Mac OS X’s default editor Text Edit.
PDF (Portable Document ✓ Developed by Adobe systems for cross platform exchange of documents, supports image and
Format) graphics.
PS (PostScript) ✓ A page description language used mainly for desktop publishing.
Table 3. Common File Formats (Parekh, 2006)
Source: p.149, Media and Information Literacy by Boots C. Liquigan, Diwa Learning Systems Inc.

Text can be as short such as a single sentence or phrase, or they can be as lengthy as news articles or investigative reporting. No
matter how brief or lengthy, however, a text is always carefully written with the intent of sending a very specific message to the target audience.
VISUAL MEDIA AND INFORMATION

Visual media and information refers to materials, programs, applications and the like that teachers and students use to
formulate new information to aid learning through the use, analysis, evaluation and production of visual images. There
are different types of visual media – photography, video, screen shots, infographics, data visualization (charts and
graphs), comic strips/cartoons, memes, visual note-taking, etc. Visual media are either formally or informally produced.
Visual media produced by formal organizations such as schools, government, and established media/publishing outfits
are considered formally produced. Other visual media are considered informally produced.
Its primary purpose is to gain attention, create meaning, and facilitate retention. Visual media is consist of visual design
elements. Visual design elements refers to the building blocks or basic units in the construction of a visual image.

The Design Elements are:

describes a shape or outline. It can create texture and can be thick or thin. Lines may
a. Line be actual, implied, vertical, horizontal, diagonal, or contour lines.

usually a geometric area that stands out from the space next to or around it, or
b. Shape because of differences in value, color, or texture. Shape may also be organic.

the degree of light and dark in a design. It is the contrast between black and white and
c. Value all the tones in between.

the way a surface feels or is perceived to feel. Texture can be added to attract or repel
d. Texture interest to a visual element. Visual texture is the illusion of the surfaces peaks and
valleys, resulting in a feeling of smoothness or roughness in objects.

e. Color determined by its hue (name of color), intensity (purity of the hue), and value (lightness
or darkness of hue).
Color and color combination can play a large role in the design. Color may be used for
emphasis, or may elicit emotions from viewers. Color maybe warm, cool, or neutral.
Color combination also plays a major role in creating aesthetic appeal.
Essential Colour Guide for Designers: Understanding Colour Theory presented the
following:

The Colour Wheel

The colour wheel – or colour circle – is a basic but completely essential tool for
combining colours and is designed in such a way that virtually any colours you pick
from it will look beautiful together.

Primary, Secondary & Tertiary Colours

In traditional colour theory, primary colours are the three pigment colours – red, yellow
and blue – that can be mixed together to form any combination of other colours. Which
means all other colours are derived from these three hues. Green, orange and purple
make up the secondary colours – formed by mixing the primary. While tertiary colours
are created by combining primary and secondary colours, for example yellow-orange,
redorange, red-purple, blue-purple, blue-green and yellowgreen. And because you mix
primary and secondary colours, that's why tertiary colours get their two word names.

Warm colours – red, orange, yellow and variations of these three colours – are vibrant
and full of energy. Cool colours – green, blue and violet – offer calm and tranquility,
and they're often more subdued than warm colours.

White, black and grey – on the other hand – are considered to be neutral.

Tints, Shades and Tones

Simply put – tints, shades and tones are basic colour concepts where you can either:
make a colour lighter by adding white – the resulting colour is a tint; make a colour
darker by adding black – the darker version is known as a shade; add grey to create a
completely different tone.
Colour Harmony
1. Complementary
Complementary colours are those that lie opposite each other on the colour wheel. Red
and green are complementary colours, as are red-purple and yellowgreen. These high
contrast combinations create a vibrant look and must be handled with care. They're
certainly tricky to use in large doses but can be very effective for making certain
elements stand out.

2. Analogous
Analogous colours lie next to each other on the colour wheel. They typically combine
beautifully and create appealing schemes for your designs. In fact, analogous are often
found in nature and are always harmonious and pleasing on the eye.
Just make sure you have enough contrast in your chosen analogous scheme, i.e. use
one dominant colour, the second as a support and the third as an accent.

3. Triad
Triadic colours are those that are evenly spaced out around the colour wheel, as
though you're looking at an equilateral triangle. These colour combinations tend to be
quite vibrant, even if you opt for paler versions of your hues.
Similar to analogous, it's important to achieve harmony and balance between the three
colours that you choose – so one dominant, while the other two should be accents.

4. Split-Complementary
A variation of the complementary colour scheme, the split-complementary technique
takes a base colour and then uses the two adjacent colours as its complement. Again,
this scheme delivers high contrast combinations but they're not considered to be as
harsh.

1. Rectangle
With the rectangle, or tetradic colour scheme – you'll use four colours arranged into two
complementary pairs, creating rich and beautiful combinations. Just make sure you let
one colour be dominant. And pay close attention to the balance between warm and
cool colours for your designs.

2. Square
The square colour scheme is similar to the rectangle, however this time, you've got all
four colours evenly spaced around the colour wheel. Just like the rectangle scheme,
you've got to allow one colour to play the dominant role. And watch out for the harmony
between warm and cool colours.
 f. Form a figure having volume and thickness. An illusion of a 3-dimensional object can be
implied with the use of light and shading. Form can be viewed from many angles.

In addition, visual design principles are also of equal importance in portraying an effective message. The principles
include consistency of design, balance, harmony, contrast, rhythm, perspective and center of interest.

Visual Design Principles are:

Consistency of margins, typeface, type style, and colors is necessary, especially in

Consistency slide presentations or documents that are more than one page.

an area that first attracts attention in a composition. This area is more important when
compared to the other objects or elements in a composition. This can be by contrast of
Center of interest values, more colors, and placement in the format.
a feeling of visual equality in shape, form, value, color, etc. Balance can be
symmetrical and evenly balanced, or asymmetrical and unevenly balanced. Objects,
Balance values, colors, textures, shapes, forms, etc. can be used in creating balance in a
composition.
Harmony brings together a composition with similar units.
offers some change in value creating a visual discord in a composition. Contrast shows
the difference between shapes and can be used as a background to bring objects out
Contrast and forward in a design. It can also be used to create an area of emphasis
a visual flow through the composition. It can be the suggestion of motion in a design as
Directional Movement you move from object to object by way of placement and position.

a movement in which some elements recur regularly. Like a dance, it will have a flow of
Rhythm objects that will seem to be like the beat of music.

created through the arrangement of objects in two-dimensional space to look like they
appear in real life. Perspective is a learned meaning of the relationship between
Perspective different objects seen in space.
Image source: https://www.pinterest.ph/amp/pin/355995545514827800/
As technology improved, images presented on phones, PC, tablets even in magazines has high quality imagery. With
this, being aware that there are a multitude of file formats for images will be of help.
Common Visual Media Formats

https://makeawebsitehub.com/image-formats-mega-cheat-sheets/