STUDY GUIDE

MEDIA & INFORMATION LITERACY

(MIDTERM)

A. DEFINITION OF TERMS
MEDIA- are communication outlets or tools that are used to store or deliver information.
INFORMATION- - knowledge or facts learned about a certain subject, situation or event.
LITERACY- - competence or knowledge in a specified area
COMMUNICATION- - Is a process by which information is exchanged from sender to receiver through a
common system of symbols, signs, or behavior, resulting in interpretation of meaning on both ends.

B. COMPONENTS OF THE COMMUNICATION PROCESS

1. Sender- The one who imagines, creates, and sends the message/ information.
2. Encoding- The process of turning thoughts into communication so that it can be understood and
transmitted.
3. Receiver- The person to whom a message is directed. The one who receives the message from the
sender.
4. Channel/Medium- Is the way in which a message travel between source and receiver. These
include face to-face conversations, telephone calls, email, and so forth.
5. The process of turning communication into thoughts
6. Decoding- The process of turning communication into thoughts
7. Feedback- The receiver’s response to the sender, intentionally or unintentionally. It is composed of
messages the receiver sends back to the source, verbal or nonverbal.
8. Noise- This is anything that blocks or changes the source’s intended meaning of the message.

C. INFLUENCE/ EFFECTS OF MEDIA TO COMMUNICATION

POSITIVE NEGATIVE
 We become connected to different people  Media becomes a source of misinformation and
around the world. fake news.
 Faster transfer of ideas and information  Media becomes an avenue for bullying and
other online threats.
D. 3 TYPES OF LITERACY
1. Media Literacy- The ability to access, analyze, evaluate, and create media in a variety of forms. It
aims to empower citizens by providing them with the competencies (knowledge and skills)
necessary to engage with traditional media and new technologies.
2. Information Literacy: The ability to recognize when information is needed, and to locate, evaluate,
and effectively communicate information in its various formats.
3. Technology Literacy: The ability of an individual, either working independently or with others, to
responsibly, appropriately, and effectively use technological tools. Using these tools an individual
can access, manage, integrate, evaluate, create and communicate information.

E. EVOLUTION OF MEDIA

1. PRE-INDUSTRIAL AGE (Before 1700)- People discovered fire. Developed paper from plants,
forged weapons and tools with stone, bronze, copper and iron.
2. INDUSTRIAL AGE (1700s-1930s)- People used the power of steam, developed machine tools,
established iron production & manufacturing of various products (including books through the
printing press)
3. ELECTRONIC AGE (1930s-1980s)- People harnessed the power of transistors that led to the
transistor radio, electronic circuits, and the early computers. In this age, long distance
communication became more efficient
4. NEW/INFORMATION AGE (1900s-2000)- The Internet paved the way for faster communication and
the creation of the social network. People advanced the use of microelectronics with the invention of
personal computers, mobile devices, and wearable technology. Moreover, voice, image, sound and
data are digitalized.
With the advancement of technology, the new standard of fame and beauty becomes associated with the
number of reactions or followers on any social media platforms. This is an example that the evolution of
media really shapes and influences the norms and values of the society.
Making sure any information we share on social media sites are true and reliable is one of the ways where
we can use media and information responsibly.

F. TYPES OF MEDIA
 Print Media- is a paper publication. It can be in the form of books, newspapers, journals,
magazines, newsletters.
 Broadcast Media- describes the traditional forms of media that include television and radio. It is the
distribution of audio and video content to a dispersed audience via radio, television.
 Online Media- is a medium which use internet to send/publish information.
2 FORMS OF BROADCAST MEDIA

 Television Broadcasting
 Radio Broadcasting
4 CATEGORIES OF ONLINE MEDIA

 Interpersonal Communication Media- Refers to online media that are used to create and maintain
personal relationships, example are Messenger
 Interactive Play Media- Refers to digital/online games.
 Information Search Media- Refers to online media that are used to store & retrieve information,
examples are Search Engines and websites such as Wikipedia.
 Collective Participatory Media- Refers to online media that centers on creating, sharing and
exchanging information, ideas and content in online networks & communities.
MEDIA CONVERGENCE
Media convergence is the process where several media channels come together to exist and operate in
synergy. Example is the Philippine Star, a newspaper in the Philippines where nowadays has its own
website where news can also be accessed online.

G. INDIGENOUS MEDIA
 The variety of media expression conceptualized, produced, and circulated by indigenous people
with information appropriate to their culture.
 A unique knowledge from a specific culture or society.
 The transmission of information through local channels or forms by which the culture is preserved,
handed down and adapted.
Characteristics of Indigenous Media

 Oral tradition of communication

 Store information in memories
 Information exchange is face-to-face
 Information is contained within the border of the community
Forms of Indigenous Media

 Folk or traditional media

 Gatherings and social organizations
 Direct observation
 Records (written, carved, oral)
 Oral instruction