WEEK 1: INTRODUCTION TO MEDIA AND 5.
5. Understands many of the economic, legal, and social
INFORMATION LITERACY
National Association for Media Literacy Education
(NAMLE), Media and Information Literacy is the ability to
access, analyze, evaluate, and create media in a variety of
forms. NAMLE offers these definitions:
● Media - refers to all electronic or digital means and print
or artistic visuals used to transmit messages.
● Literacy - the ability to encode and decode symbols and
to synthesize and analyze messages.
MEDIA LITERACY
Media Literacy is the ability to encode and decode the
symbols transmitted via media and the ability to synthesize,
analyze, and produce mediated message.
CONCEPTS FOR MEDIA LITERACY
All media messages are constructed.
 Media messages are constructed using a creative
language with its own rules.
 Different people experience the same media
message differently.
 Media have embedded values and points of view.
 Most media messages are organized to gain profit
and or power.
INFORMATION LITERACY
Information Literacy is knowing 1when and why you need
information, 2where to find it, and 3how to evaluate, use and
communicate it in an ethical manner.
The Standards dictate that an information literate person:
1. Determines the nature and extent of information needed.
2. Accesses the needed information effectively and
efficiently.
3. Evaluates information and its sources critically and
incorporates selected information into his or her knowledge
base and value system.
4. Uses information effectively to accomplish a specific
purpose.
message had to the receiver was not made known to the
issues surrounding the use of information, and accesses and
uses information ethically and legally.
TECHNOLOGY LITERACY
Technology literacy, also known as digital literacy, is the
ability of an individual, working independently and with
others, to use technology tools responsibly, appropriately,
and effectively to access, manage, integrate, evaluate, create
and communicate information.
MEDIA LITERACY
The ability to read, analyze, evaluate, and produce
communication in a variety of media forms.
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, communication
tools or networks to locate, evaluate, use, and create
information.
According to the Entrepreneur Handbook, communication
is a Latin word which means ‘to share’.
information from one place to another. Harold Dwight
Laswell, the American political scientist states that a
convenient way to describe an act of communication:
1. Who - Communicator
2. Says What - Message
3. In Which Channel - Medium
4. To Whom - Receiver
5. With what effect – Effect
LASSWELL’S COMMUNICATION MODEL 1948
Disadvantages of this communication model is this just
shows a linear flow of information, meaning that the
message gets to the receiver but whatever effect that
communicator therefore there is no feedback.
THE ONE-TO-MANY communication where there is only
one source of information given to many people or to the
general public. While new media is quite the opposite.
MANY-TO-MANY where there are lots of sources of
information given to lots of people, and not only that, but
feedback is also easily sent to communicators and
communication is no longer just linear.
ROLES AND FUNCTION OF MEDIA IN A
DEMOCRATIC SOCIETY.
Media is the backbone of a democracy...
Media makes us aware of various social, political and
economic activities happening around the world...
Media is like a mirror, which shows us or strives to show us
the bare truth and harsh realities of life.
The media helps people to:
● Think critically
● Analyze information and using it for self-expression
● Learn independently
● Be an informed citizen and professional
● Productive
● Participate in the governance and democratic processes of
their societies
WEEK 2: SOURCES
FORMS OF MEDIA
NEW MEDIA – INTERNET
Means of mass communication using digital technologies
such as the internet
BROADCAST MEDIA – TELEVISON & RADIO
Used for airing of audio and video to the public
PRINT MEDIA – LIBRARY
A form of publishing that relies upon paper as its medium.
 INDIGENOUS MEDIA
Media is defined as forms of media expression
conceptualized produced and circulated worldwide as
vehicles for communication, including cultural preservation
cultural and artistic expression political self-determination
and cultural sovereignty.
Indigenous media varies from one place to another. An
individual may look for local examples of how
communication is passed on within local communities. The
key to this is identifying the source of information and the
key authorities in a community.
Local meetings such as kapihan, baliktaktakan, and
kwentong barbero are examples of how news and stories
are passed on within a community.
INDIGENOUS MEDIA
Indigenous media and information are highly credible
because they are near the source and are seldom circulated
for profit.
Indigenous media are channels for change, education, and
development because of their direct access to local channels.
Ignoring indigenous media and information can result in
development and education programs that are irrelevant and
ineffective
CHARACTERISTICS
 The oral tradition of communication
 Information exchange is face-to-face
 Knowledge is unique to a given culture and
society
 Stores information in memories
 Information is contained within the border of
the community
 Relayed through people media and
community media
FORMS OF INDIGENOUS COMMUNICATION
FOLK MEDIA -Folklores, plays, song, festival celebration
INDIGENOUS ORGANIZATION -Organization
activities of religious groups, tribe gathering, tribe leader
meetings
ECONOMIC RELATIONSHIP
& SERVICESUPPLIER- Farming activities, hunting
activities, trading, etc.
DELIBERATE INSTRUCTION - Elderly’s instructions
about parenting, how to eat, how to cook, how to behave.
UNSTRUCTURED CHANNEL- Spontaneous and
informal conversations about hobbies.
WEEK 3- MEDIA AND INFORMATION
LANGUAGES
Media Language is the way in which the meaning of a
media text is conveyed to the audience
VISUALS, AURAL,WRITTEN,VERBAL,NON VERBAL
Codes & Conventions
Codes are systems of signs, which create meaning to
communicate ideas and impressions for an audience,
producers, and other stakeholders.
1.SYMBOLIC
2.TECHNICAL
3.WRITTEN
SYMBOLIC CODES
show what is beneath the surface of what we see (ex.
objects, setting, body language, clothing, color, etc.).
MISE-EN-SCENE-the description of all objects
within a frame of a media product and how thay have
been arranged
OBJECTS-convey meaning
SETTING-the process of selecting, operating, and
ordering images and sound.
ACTING- actors portray characters in media products
and contribute to character development, creating
tension or advancing the narrative.
COLOUR-Suggests a mood
COSTUME-clothing, hair & make-up
TECHNICAL CODES
-are all the ways in which equipment is used to tell the
story in a media.
CAMERAWORK- camera operation, positioning,
and movement for desired specific effects.
CU – close up of head/reaction: intimacy
ECU- extreme close up of eyes/face: aggression,
discomfort.
CU HEAD AND SHOULDERS–2–3 people
MS -medium shot: to waist
MLS – medium-long shot: full-body normal view
LS-long shot: room, normal view
ELS - extreme long shot: house, establishing the
setting
AUDIO-expression and utilization of sounds
Lighting-the manipulation of light based on the target
mood
Editing-the process of selecting, operating, and
ordering images and sound
WRITTEN CODES
-refer to the use of language style and textual layout
(headlines, captions, speech bubbles, language style,
etc. )
HEADLINES-title of story in large type
TITLES-the name of a book, film…
CAPTIONS-appear below an image
SPEECH BUBBLES-Used in comics, cartoons
CONVENTIONS
These are the generally accepted ways of doing
something. The use of conventions allows the
audience to understand more than just the surface of
the speeches.
1.FORM CONVENTIONS
are the specific ways we expect the types of media
codes to be arranged.
2.STORY CONVENTIONS-are common narrative
structures and understandings that are common in
story telling media products.
3.GENRE CONVENTIONS-point to the common
use of tropes, characters, settings or themes in a
particular type of medium.
WEEK 4- LEGAL, ETHICAL, AND SOCIAL
ISSUES IN MEDIA AND INFORMATION
DIGITAL CITIZENSHIP-"Ability to find, access,
use and create information effectively; engage with
other users and with content in an active, critical,
sensitive and ethical manner; and navigate the online
and ICT environment safely and responsibly, being
aware of one's own rights"
INTELLECTUAL PROPERTY-"Creations of the
mind, such as inventions; literary and artistic works;
designs; and symbols, names, and images used in
commerce"
-World Intellectual Property Organization, 2016
INTELLECTUAL RIGHTS-the right of an
individual who uses his creative intellectual faculties
to produce something and claim it as his own.
COPYRIGHT-a legal device that gives the creator of
literary, artistic, musical, or other creative works the
sole right to publish and sell that work.
PLAGIARISM-an act or instance of using or closely
imitating the language and thoughts of another author
without authorization
PATENT-an exclusive right granted for an invention-
It provides the patent owner with the right to consent
on the invention or a way of others to use it. In return,
the patent owner is responsible for making technical
information about the invention available in the
published patent document or in public (WIPO, 2016)
TRADEMARK
a distinguished sign of goods or services of one NETIQUETTE-Network Etiquette is a set of rules
enterprise from those of other enterprises for behaving properly online (Shea, 1997).
"Signature mark" used by craftsmen in ancient times.
INDUSTRIAL DESIGN- an ornamental or aesthetic
aspect of an item. an industrial design right protects
only the appearance of a product, whereas a patent
protects an invention that offers a newer technical
solution to a problem.
GEOGRAPHICAL INDICATIONS AND
APPELATIONS OF ORIGIN-signs used on
products possessing qualities, status, or characteristics
that are essentially attributable to that location of
origin.
INTELLECTUAL PROPERTY CODE OF THE
PHILIPPINES (RA NO. 8293)
FAIR USE-It refers to the limitation and to the
exclusive right granted by copyright law to the author
of a creative work.
OTHER ISSUES
CYBERBULLYING-takes place online by using
electronic technology over communication tools
including social media sites, text messages, chat and
websites
COMPUTER ADDICTION-is the excessive use of
computers to the extent that it interferes with daily life.
DIGITAL DIVIDE- an economic inequality between
groups in terms of access to, use of, or knowledge of
ICT
NETIQUETTE