MEDIA INFORMATION LITERACY

Lesson 1: Introduction to MIL

Media- all electronic or digital means and prints or artistic visuals used to transmit messages or information

What is Information?
- Data that have been collected, processed and interpreted so that they can be presented in a useable
form
- “What reaches a man’s consciousness and contribute to his knowledge”- Blokdjik and Blokdijk, 1987
- Information is that “which changes us”- Stafford Beef, 1979
Media Literacy
- The ability to read, analyze, evaluate and produce communication in a variety of medium forms.
- Ability to encode and decode the symbols transmitted via media and the ability to synthesize, analyze
and produce mediated messages
- Media literacy represents a necessary, inevitable, and realistic response to the complex, ever
changing electronic environment and communication cornucopia that surround us.
- Media literacy is the process of asking questions about what you watch, see, listen to and read.
Information Literacy
- The ability to recognize when information is needed and to locate, evaluate, effectively use and
communicate information in its various formats.
Technology Literacy
- The ability to use digital technology, communicate tools or networks to locate, evaluate, use, and
create information.

What is MEDIA AND INFORMATION LITERACY?

- This 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 life-
long learning skills for socializing and becoming active citizens.

Seven Skills in Media Literacy

1. Analysis- breaking down a message into meaningful elements
2. Evaluation- judging the value of an element; the judgment is made by comparing the elements to
some criterion
3. Grouping- determining which element are alike in some way; determining which elements are
different in some way
4. Induction- inferring a pattern across a small set of elements, then generalizing the pattern to all
elements in the set
5. Deduction- using general principles to explain particulars
6. Synthesis- assembling elements into a new structure
7. Abstracting- creating a brief, clear, and accurate description capturing the essence of a message in
a smaller number of words than the message itself
Creators of Media and Information
Creators- a person that brings something into existence
Media- communication channels/tools though which information or messages are disseminated
Information- news, facts or knowledge
1. Writers and Journalist
- They work in publishing houses, news agencies, or advertising firms.
- Their primary role is to translate relevant and meaningful information into printed materials such as
books, newspapers and magazines.

Famous Writers/Authors of New Generation

- Bo Sanchez
- Bob Ong
- Lualhati Baustista

Honorable Mention (Combination of the past and new generation)

- Dr. Jose Rizal
• Noli Me Tangere
• El Filibusterismo, and numerous poetry and plays.

Journalists
- Noli de Castro
- Jessica Soho
- Kara David
- Mike Enriquez
- Maria Ressa
- Jiggy Manicad
- Bernadet Sembrano
- Atom Araullo

2. Editor
- Writers and Journalist work hand in hand with editors to ensure that the manuscript or articles by the
former are high in standard and are fit to print.
3. Directors
- Also known as filmmakers, directors create movies, shows or programs, and plays that are seen on
theaters, television channels or theaters, respectively.

Famous Directors in the Philippines

• Lino Brocka
• Brillante Mendoza
• Chito Roño
• Joyce Bernal
• Antoinette Jadaone
• Carlos J. Caparas
4. Performers
- The actors who portray the characters in movies, shows and plays are called performers in general.
- Other performers are the singers and dancers, who express their creativity and inner thoughts.
5. Visual Artist
- Paintings and sculptures are some of the masterpieces that visual artists create.
- They express their ideas through their artworks.

Biyahing Langit, A Portrait of Legendary Filipinos by Nino Cris Odosis

Planting Rice (1951)- Fernando Amorsolo

The Spoliarium by Juan Luna

 Characteristics of Good Media Practitioner
1. Truthfulness
- Media practitioner should convey a message or information that is accurate, factual, and truthful.
Erroneous or false information cam harm the reputation of others or it may cause them danger.
2. Fairness and Objectivity
- The information or message disseminated by media practitioners should be objective and based on
grounded evidence. If the information is biased or opinionated, it will deceive the public of the truth.
3. Responsibility and Integrity
- Media practitioners are expected to show professionalism of the situation they are in. they should
not compromise their integrity by showing PARTIALITY or PARTISANSHIP.
4. Empathy and Sympathy
- Media practitioners must not use their job for personal gains. Media practitioners should be sensitive
to the needs of others. They should show respect to the privacy for of others too.
5. Hardworking
- They are expected to work hard in sourcing accurate information. They should give their best effort
for their work.

Information Literacy
- Ability to define problems in terms of their information needs, and to apply a systematic approach to
search, locate, apply, and synthesize the information and evaluate the entire process in terms of
effectiveness and efficiency.
- Enables people to recognize the value of information and use it to make informed

Why is Information Literacy Important?

- To be able distinguish which among the sources of information are relevant.
- An individual will be able to organize and classify the different forms of media which can be used to
secure relevant and substantial information.
- Aid students in developing effective research skills

NEED LOCATE EVALUATE USE

- How a student - Identifying various - Check for - Use the information
recognizes his/her sources of information authenticity, to solve the
need for information? - Knowing various accuracy, and up-to- problem/purpose
- How to identify the forms of information date - Using the
need? - Understanding the information includes
- How to define the related concepts reporting in an
need? - Formulating search appropriate medium
strategies by abiding the legal
- Possessing library and ethical issues
skills
What is Technology?
- The branch of knowledge that deals with the creation of use of technical means and their interrelation
with life, society, and the environment, drawing upon such subjects as industrial arts, engineering,
applied science, and pure science.
- A scientific or industrial process, invention, method, or the like.
- The sum of the ways in which social groups provide themselves with the material objects of their
civilization.
Technology Literacy
- The ability to appropriately select and responsibly use of technology.

Why is Technology Literacy Important?

- With the new technological discoveries and breakthroughs, people nowadays are even hoping to
find cure for dreaded incurable illnesses.
- It will save valuable time and help one do things smoothly.
Skills required for Technology Literacy
- Creativity and innovation
- Communication and collaboration
- Digital citizenship
- Research and information fluency
- Technology and operations concepts
MEDIA INFORMATION LITERACY

Lesson 2: Evolution of Traditional to New Media

PREHISTORIC AGE (2.5 million years ago to 1,200 B.C.)

- Time before the existence of written or recorded history
- Occurred some 4.5 million years ago or approximately 30,000 years ago
- Divided into two (2) periods:
• Stone age
• Metal age
- System of writing had not existed
- Prehistoric men used tools for hunting and carving stones
- Using sharpened tools made of stone, prehistoric men learned how to etch on caves
- Caves serves as their big canvas while sharpened tools became their pen
- They drew on caves what they see around them such as animals and nature

Prehistoric Art as the Earliest Form of Traditional Media

- Stone Age
• Rock Art
✓ Petroglyphs- carvings or engravings in rocks or caves
✓ Pictographs- refer to sketches or paintings that usually depict nature, giving us a glimpse
of early people’s way of life.
• Manunggul jar
o Excavated from Tabon Caves in Palawan
o Represents the beliefs of the early Filipinos about death
o The two figures at the top of the jar’s handle represent the journey of the soul in the afterlife
• Megalithic Art
o Involves the process of arranging or stacking together the stones or big rocks for a
certain purpose which still remains a mystery to most archeologist
✓ Stonehenge
▪ Located at the Salisbury Plains in England
▪ Archeologist believe that it is either a burial site or a place used by the
early settlers to learn astronomy
- Music
• Oyayi or hele- a mother’s care and love by singing her child to sleep
- Dance
• Used to express a tribe’s religious beliefs
o Cañao Dance – Tribes from Cordillera Administrative Region perform this dance as a
form of offering
Prehistoric Art as the Earliest Form of Traditional Media
- Birch bark manuscripts
- Writing on clay
 - Stone tablets
- Code of Hammurabi
- Papyrus

Industrial Age (1700s-1930s)

- Technology shifted from using hand tools to operating power-driven machines
- Selling of goods boosted
- Concepts of mass production was introduced
- Improved people’s way of living\
- Steam press was invented
• Printing of materials like newspaper became much faster, cheaper and earier
• Gutenberg’s printing press
- Communication became viable
• Telegraph- system for transmitting messages from a distance along a wire
• In 1837, William Cooke and Charles Wheatstone patented the first commercial electric
telegraph
• In 1840, new railways were built by Cooke-Wheatstone System
• In 1860, a telegraph cable was successfully laid across Atlantic
- Inventions during the Industrial Age
• First newspaper printed
• Photography- Louis Daguerre
• George Eastman- Handheld Camera
• Morse code
• First Telegraph- Samuel F.B. Morse dispatched the first telegraphic message over an
experimented line from Washington D.C. to Baltimore.
• First Telephone- Alexander Graham Bell
• Phonograph- also called as record player, instrument from reproducing sound by means of
the vibration of a stylus, or needle, following a groove on a rotating disc.
• Emile Berliner- Sound and recording system
• Elridge Johnson- created the modern music industry
• Kinetoscope- an object containing a very small hole through which a person watched a
movie in the early days of film.
• First Publicly Shown Film- “Arrival of a train A La Ciotat”
• First Radio Broadcast

Electronic Age (1930s-1980s)

- Electronic refers to an object that has electronic components, such as sensors and microchips which
functions once it is connected to an electrical outlet
- Marked the beginning of modernization since electronic equipment are more functional and reliable
- Inventions during the Industrial Age
• Radio set
• Television set
 • Walkman
• Discman
• Magnetic tape
• Cassette tape
• Betamax (Beta Tape)- is a consumer level video cassette recorder (VCR) developed by Sony in
Japan and released in 1975. It is an analog recording technology that make use of magnetic
tapes in a cassette format.
• VHS (Video Home System)- is a widely adopted videocassette recording (VCR) technology that
was developed by Japan Victor Company (JVC). It uses magnetic tape ½ inch in width.
• CD (Compact Disc)- a portable storage medium that can be used to record, store, and play back
audio, video and other data in digital form
• VCD (Video Compact Disc)- is a digital video format used for storing video on standard discs.
VCD can be played on dedicated VCD players, personal computers, and other players such as
DVD players.
• DVD (Digital Video/Versatile Disk)
• Fax Machine- is a device that is used to send documents electronically over telephone network.
• Cellphone- Motorola DynaTAC 8000x is the first commercial cellphone
• Cable and satellite technology

Information Age
- Also labelled as Computer Age or the New Age because it gave birth to new media and digital
technology
- One can gather information easily just about anywhere with the use of technology
- People can visit websites that provide particular information that they need
- Important details are not only expressed through texts but also in the form of images, videos, and
music.
- New media platforms are also made available online.

Invention and Famous Personalities in the Information Age

• Internet- is a globally connected network system facilitating worldwide communication and access to
data resources through a vast collection of private, public, business, academic, and government
networks.
• Steve Jobs- cofounded Apple
• Steve Wozniak- cofounded Apple
• Bill Gates- cofounded Microsoft
• Cyberspace- refers to the virtual computer world, and more specifically, an electronic medium that is
used to facilitate online communication.
• Ipod- a portable digital media player produced by Apple Inc.
• DSLR (Digital Single-Lens Reflex Camera)- a digital camera which make use of digital imaging
sensor and integrates the mechanisms of a traditional single-lens reflex camera and optics.-
• Digital TV
• Game Consoles
Relationship Between Traditional Media and New Media
• People still live in remote areas where there is no electricity
• People from older generation still prefer the use of traditional media as they find old-fashioned
newspaper as a trusted source of information written by veteran journalist.
• Choice of media is based on one’s needs, interest, and lifestyle

Roles and Functions of Media in a Democratic Society

- During the tenure of Pres. Ferdinand E. Marcos, Sr.
• Manila Times, Daily Mirror, Manila Chronicles, Philippine Press and other reported the pervasive
protests against the government because of its inability to respond to issues regarding labor, poverty
and education
• News reporters from TV and radio stations exposed illegal abductions of citizens who were tortured
for criticizing the government
- During the tenure of Pres. Joseph “Erap” Estrada
• Media reported about his involvement in illegal gambling and adultery
• Television and radio stations made a live coverage of its court proceedings as the entire nation took
interest in the issue
- In a democratic society, media’s role is very crucial as it becomes a reliable source of information.

Evolution of Media: Brief History of Philippine Media

• Pre-Colonial Traces
o Alibata- was a term coined by Paul Rodriguez Verzosa in 1914. He based this term on the
Arabic alphabet alif, ba, and ta from the Maguindanao Moros and was turned into Alibata
afterwards.
o Baybayin- is a Philippine script. The term “baybayin” comes from the Tagalog root word
baybay, which means “to spell”.
o Folk tales
▪ The Legend of Mt. Kanlaon
▪ Bakit Maraming Mata and Pinya
▪ The Monkey and the Turtle
▪ Why Fish has Scales
o Epic
▪ Biag ni Lam-ang
▪ Ibong Adarna
▪ Ibalon
▪ Hinilawod
o Umalohokan- refers to the town criers of ancient Philippines Barangay. They were responsible
for going around and making people aware of new laws and policies enacted by the Datu or
chieftain.
• Print Industry and Filipino Freedom
- Spanish Period
▪ Del Superior Govierno- the first newspaper published in the Philippines, August 8, 1811.
Devoted exclusively to news of political conditions in Europe as affecting the interest of
Spain.
▪ La Solidaridad- on February 15, 1889, the first issue of La Solidaridad came out. For the
next seven years, La Solidaridad became the respected Philippine newspaper in the
peninsula that voiced out the reformists’ demands and showed their attempt to open the
eyes of the Spaniards to what was happening to the colony in the Philippines.
▪ Noli Me Tangere
▪ El Filibusterismo
- American Period
▪ The Manila Times- October 11, 1898, the first daily newspaper in the Philippines, was
founded by Thomas Gowan.
▪ Manila Bulletin
- Japanese Period
▪ Media Censorship
▪ Underground Media
- During MARTIAL LAW
▪ Jose Burgos (WE Forum)- named as one of the world’s “50 Press Freedom Heroes of the
Century” by the International Press Institute (IPI) in 2000. He was the leading symbol of the
“alternative press” or “mosquito press” that exposed the truth about the Marcos dictatorship
with his publication WE Forum.
▪ Melinda Q. De Jesus (Veritas)- is executive director of the Manila-based Center for Media
Freedom and Responsibility (CMFR), which she founded in 1989. During the Marcos years,
she was among the women journalists who wrote critically of the regime as a columnist in
the Bulletin Today. She wrote on cases of disappearances, warrantless arrests and
detention, and killings of activists during latter years of Marcos administration. In 1983, sge,
along with other critical women writers, was eased out of her post as a columnist and moved
to become a deputy editor and columnist of the Veritas Newsweekly.
▪ Paul Locsin (Business Day/World)
▪ Letty Jimenez Magsanoc (Inquirer)- journalist and editor, notable for her role in
overthrowing the dictatorship of Ferdinand Marcos Sr., she was an icon of democracy.
Magsanoc was editor of the crusading weekly opposition tabloid Mr.&Ms. Special Edition.
- Maganize Publications
▪ Liwayway Magazine- is a leading Tagalog weekly magazine published in the Philippines
since 1922.
▪ Jingle SongHits
▪ Cosmopolitan
- Visual Artist and storytellers
▪ Tony Velasquez (Kenkoy)
▪ Mars Ravelo (Darna, Dyesebel, Captain Barbel)
 ▪ Larry Alcala- well-known editorial cartoonist and illustrator in the Philippine. He created the
comic strip Kalabog en Bosyo
▪ Francisco Coching- a comic books illustrator and writer and is regarded as one the the
“Pillars of Philippine Komiks Industry”. He is referred to as the “King of Komiks” and as the
“Dean of Philippine Comics”
- European Film Import
▪ Carlo Naquera
▪ Zarzuela became popular entertainment
▪ The first production of Filipino produced film “Dalagang Bukid” by Jose Nepomuceno

Selected Theories on Media and Information

1. Information Processing Theory

- Suggest that human process the information that
they receive instead of merely responding to the
stimuli
- Mind is like a computer that analyzes the
information it gets from its environment
- Is also associated with the cognitive
development approach in psychology

2. Contingency Theory
- Based on Joan Woodwards work in 1958
- Argued about the influence of technology and other variables in organization
- Notes that a variable can change the behavior in and the structure of an organization in order to
complete a task

3. Media Naturalness Theory

- Proposed by Nereu “Ned” Kock based on the
concept of human evolution
- In this theory, Kock suggests that face-to-face
communication is the most natural method of
communication
- Proposes that communication is better
established and that the message is more clearly
understood if people talk in person
- It argues that the farther the sender is from the
receiver, the harder it is to process information and
comprehend the message.
4. Media Synchronization Theory
- According to this theory, it is better if
people who need to communicate are all
present and available in real time to be
able to note immediate feedback and
responses since, they are fully engaged
in the conversation.
- Emphasizes that communication
involves interaction as it has two
processes:
▪ Conveyance and convergence
✓ Convey means to make something known to another person
✓ Converge means to come together to set a common interest, purpose or goal.

5. Channel Expansion Theory

- Proposed by John Carlson and Robert Zmud in 1999
- .Theory suggest that an individual chooses a type of media to use for communication based on
his experience in handling that type of media alongside the person he needs to speak with and
what their topic is all about.
MEDIA INFORMATION LITERACY

Lesson 2: Types of Media

Print Media
- Paper publication like books, newspaper, magazines and anything alike
- Physically printed on a paper (paper and ink are the major materials to produce these)

1. Books
- Fictional or faction (content)
- Printed on a parchment paper using a quill, then the papers are sewn together to form a book
- Today, most books are encoded and laid out using a computer and being sent to publishing
companies for mass production. Examples are almanac, dictionary, and atlas.
Example :
✓ Harry Potter by J.K. Rowling
✓ The Lord of the Rings
✓ The Da Vinci Code by Dan Brown
2. Newspaper
- Printed on a daily basis or weekly basis a newspaper contains variety and wide range of articles
that has its own selection on newspaper like news, business, lifestyle, job ads, sports and
entertainment.
- These are two types of newspaper:
✓ Broadsheet- formal and in-depth analysis of issues in the way of writing the content
Examples: Manila Bulletin, Philippine Daily Inquirer, The Philippine Star, Manila
Standard, Business World, Malaya, The Manila Times, BusinessMirror
✓ Tabloid- condensed news, entertainment and informal news delivery is the way it was
edited.
Example: Abante, Inquirer Tribe, The Freeman, Pinas, Pinoy Weekly, SunStar Cebu
3. Magazine
- Published periodically, can be weekly, monthly or quarterly
- The content of a magazine is different area based on the cover or subject
- Magazines are usually printed in a better-quality paper and is more attractive than newspaper.
- An example can be a health magazine that contains healthy diet, lifestyle and other health related
issues.
Example: Candy, Men’s Health, Cosmopolitan, Mega, Metro, Garage
4. Journals
- Has similarity with newspaper, a journal contains informative articles and precise reports on
specific topic
- It can also be compared to a magazine in a sense that it contains information that is based on the
subject of the journal – an example can be a medicine journal for medical practitioner.
5. Newsletter
- It is released by a company or an organization in a weekly or monthly basis.
- Can be in a bulletin form containing updates and news about what is happening in their institution
or community
 - It also contains special features that where readers can be interested to.
6. Gazette
- Official publication of a government organization or an institution which includes public notices or
listing of appointments
Example: https://www.gov.ph/
7. Pamphlet
- It can be small booklet, leaflet or a primer.
- It contains important information that are details yet easy to understand and that is usually being
distributed by an institution or organization about important articles.
8. Brochure
- A small book or magazine that contains the list of offered service product
9. Leaflet or flyer
- Printed paper that commonly contains information about what is being advertised (product or
service from a company)

Broadcast Media
- Reaches the audiences using airwaves
- Compared to print media, broadcast media airs audio and video or can be both and
simultaneously to deliver information to the public.

1. Radio
- FM (Frequency modulation) Stations: which refers to the means of encoding the audio signal on
the carrier frequency.
Example: Wish107.5, DWRK 96.3 EasyRock, 97.9 Home Radio, 90.7 Love Radio, YES! The best
101.1, 91.5 Win Radio Manila
- AM (Amplitude modulation) Stations: which refers to the means of encoding the audio signal on
the carrier frequency.
Example: Super Radyo DZBB, Radyo Trabaho, DZRH Nationwide, Radio Pilipinas (RP1)
2. Television (Broadcast Televesion)- is a form of mass media that works well to generate
awareness, attract attention and has the ability to appeal to emotion. Can be obtained free, over the
air using an antenna.
Example: GMA, GMA NewsTV, ABS-CBN, UNTV, RPN, ABS-CBN News Channel, Aksyon TV,
PTV4, AKSYONTV, NET25
3. Film- also known as a “movie” or a “motion picture”, is a series of moving images shown on a screen,
usually with sound, that make up a story.
Example: Heneral Luna (2015), On the Job (2013), Himala, That Thing Called Tadhana (2014), Feng
Shui (2004), Ma’ Rosa (2016), Ang Babae sa Septic Tank (2011), Seklusyon (2016)

MTRCB (Movie and Television Review and Classification Board) is the government agency responsible
for rating television programs and films in the Philippines
MTRCB TV Program Classification Rating

RATING DESCRIPTION
G General Patronage
PG Requires Parental Guidance
SPG Strict Parental Guidance since it may contain violence, drugs, sex, horror, and other
inappropriate theme that are not suitable for children

MTRCB Movie Classification Rating

New Media
- Digital media that are interactive, incorporate two-way communication and involve some form of
computing
- Primarily the digital media and technology with the presence of internet that allows the connection
of different organization, group, company or individual to one another.

Features of the Internet

- Web
- Instant Messaging
- Hypertext
- Email
- Distance Education
- E-book
- Online Shopping

Media Convergence
- Pertains to the merging of different media channels- it is like how radio, books and films are
accessible in laptops, computers and even smartphone with the assistance of the internet
connection.
What is “MASS MEDIA”?
- Refers to channels of communication that involve transmitting information in some way, shape or
form to large number of people

Media Effects- are intended or unintended consequences of what the mass media does (Denis McQuail,
2010)

MEDIA EFFECTS
1. Third-party theory
- People think they are more immune to media influence than others

2. Reciprocal Effect
- When a person or event gets media attention, it influences the way the person acts or the way
the event functions.
- Media coverage often increases self-consciousness, which affects our actions.

3. Boomerang Effect
- Refers to media induced change that is counter to desired change
4. Cultivation Theory (George Gerbner)
- States that media exposure, specifically to television, shapes our social reality by giving us a
distorted view on the amount of violence and risk in the world.

5. Agenda-setting Theory (Lippmann/McCombs and Shaw)

- Process whereby the mass media determine what we think and worry about
- Public reacts not to actual events but to the pictures in our head, created by media

6. Propaganda Model of Media Control (Herman and Chomsky)

- The model tries to understand how the population is manipulated, and how the social, economic,
political attitude are fashioned in the minds of people through media
What is PROPAGANDA?
- Ideas or statements that are often false or exaggerated and that are spread in order to help a
cause, a political leader, a government, etc.
- Dissemination of information – facts, arguments, rumors, half-truths, or lies to influence public
opinion.
Essence of Propaganda
- Stereotypes are at the heart of all 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.

Types of Propaganda
- Religious Propaganda
✓ The systematic propagation (positive or negative) of information, ideas, or behavior, in
this case religious.

- Wartime Propaganda
✓ The use of images, slogans, or speech to demoralize the morale of the enemy, or, on the
other hand, to unite and bolster strength and unity among allies.
- Political Propaganda
✓ The management of collective attitudes by the manipulation of significant symbols

- Advertising Propaganda
✓ The use of techniques to promote commercial products or services or which shape the
public perception of an organization, public figure or brand.