• Reading

- interpreting symbols in relation to intended meaning

- implies a shared world and a shared understanding of
that world

• Communication
- transmission of information from the receiver to
MEDIA INFORMATION LITERACY
the sender
- defined as a set of competencies that empower citizens to
access, retrieve, understand, evaluate and use, and create
• “la mort de l’auteur” or Death of the Author
- used to share info and media content in all formats, using
- an author’s intentions and biographical facts should
various tools, in a critical, ethical & effective way, in order
not determine the interpellation of the writing
to participate and engage in personal, professional and
Relation of Media and Technology
societal activities
- Media are Technologies
- media are the basic tools (technology) that communicate
Media Literacy
messages
- empowers us to be both critical thinkers and creative
producers
CHARACTERISTICS OF AN INFO LITERATE INDIVIDUAL
-understanding and explaining; reading and writing media
a) Media as a Craft
- ability to access, analyze, evaluate, and create media
- profession that requires particular skills, time, effort,
- knowing the pros and cons of different media platforms
and processing
- enables us to interpret and make informed judgements as
b) Media as Creation
consumers of media
- product/created thing
c) Media as Commodity
Information Literacy
- media as commercial products/interests
- allows us to recognize when information is needed and
how to effectively use it
5 Stages of Critical Analysis
1) Description
Technology/Digital Literacy
- observing, critical thinking, & researching of subject
- ability to use modern day tools to create and
2) Analysis
communicate information
- discovering and focusing on emerging patterns
3) Interpretation
The Ecology of MIL: Notions of MIL
- deduces meaning of things and objects
• Information Literacy
4) Evaluation
• Media Literacy
- concluding whether something is good or bad
• Advertising Literacy
5) Engagement
• News Literacy
- connecting our perspectives to our role as citizens
• Television Literacy
• Cinema Literacy
Four Core Skills
• Games Literacy
• Aesthetic and Creative Skills
• Internet Literacy
• Interactive Skills
• Computer Literacy
• Critical Analysis Skills
• Digital Literacy
• Security Skills
• Freedom of Expression (FOE) & Info (FOI) Literacy
• Library Literacy
Benefits
a) Improved Quality of Life
Differentiating Nomenclature
- people can evaluate information; aside from media
• Literacy
biases, people can spot fake news; informed
- ability to read and write
judgement; raises awareness; prevents foolishness
- involves upward and downward communication
b) Greater Political Participation
Text – any media content
- politically engaged and active; responsible citizen
• Media
c) Better Economic Opportunities
- channels through which information can be carried or
- being economically aware; greater chance of
transmitted
employment
- something we use to communicate indirectly
d) Improved Learning Environment
- provides us with selective versions of the world
- learning about media
• Information
- specific data acquired for a specific purpose
• Technology
- systematic application of art/skill for a practical
purpose
- development of basic tools
EVOLUTION OF MEDIA
1) Pre-Historic (30,000 yrs. Ago)
- Petroglyphics (carvings) & Pictographs (paintings)
- Megalithic Art (stonehedges)
- Songs and dance as means of communication
Ex: Manunggul Jar – has a person riding a boat on top
to signify that they are traveling to heaven
2) Industrial Age (18th Century)
- machines and factories
- mass productions
Telegraph – breakthrough by Samuel Morse
Johaness Gutenburg – invented the printing press
1700s – free press; independence from gov’t
1760-1700s – adversial press; press argued with gov’t
3) Electronic Age
- electronic components (sensors, chips)
- electricity was widespread, not fuel
Telephone – Alexander Graham Bell
Television
First Mainframe Computer (1944-IBM)
4) Information Age
- computer age, new age, digital age
- multifunctionality
Constructs of MIL (UNESCO)
Individual
• To be globally competitive
• To be a productive global citizen
• To create productive output
• To communicate ideas well
• To acquire knowledge and process info
Educational
• Motivation for learning
• Easier to teach
• Enhances student output
Societal
• Improve quality of life
• Greater political participation
• Better economic opportunities
• More cohesive social units
5 As of Medial Literacy
1) Access to media
2) Awareness of media’s power
3) Assessment of media’s portrayal of events
4) Appreciation of media’s role in society
5) Action to improve communication

Creators of Media and Information INFO LITERACY

a) Writers and Journalists
- translate relevant and meaningful information into People prone to Info Literacy (descending)
printed materials 1) Students
b) Editors 2) Teachers
- ensure that the manuscript/articles submitted are 3) Scientists
high in standard and are fit to print 4) Medical Practitioners
- make sure that the material to be published is free 5) Lawyers
from factual and grammatical errors 6) Journalists
c) Directors 7) Artists
- create movies, shows, programs, or plays that are 8) Others
seen on theaters or television channels
- see to it that the message of the show is made clear Competencies
to the audience a) Ability to use Card Catalogue (Library Index Card)
d) Performers - the name of the card depends on what first appears
- portray the characters in movies, shows or plays at the top: Author Card, Subject Card or Title Card
- singers and dancers who express through their craft
e) Visual Artists OPAC (Online Public Access Catalogue)
- create paintings and sculptures to express a message - easier way to access the card catalogues
or their deeper thoughts
b) Identify and distinguish the Dewey Decimal System
To understand, we must... - library congress (alphabetical)
• Think
• See c) Know sections of the library
• Listen • General references – dictionary, atlas, thesaurus...
• Speak • Circulation – fiction/literature, textbooks...
• Do/Act • Periodicals – newspapers, magazines, yearbooks...
• Feel • Filipiniana - by Filipino authors in the country
• Follow
d) Utilize other sources of information
Characteristics of a Good Media Practitioner • Primary source – ex: testimony
• Truthfulness • Secondary Source – ex: blotter
• Fairness & Objectivity • Internet – search engines & URL (Uniform
• Responsibility & Integrity Resource Locator)
• Empathy & Sympathy • Museums – artifacts
• Hard Working • Interviews
Theses vs. Dissertations Broadcast – for masses
Thesis – by undergraduate students a) Radio
Dissertation – by graduate students - helps in improving mental imagery; affordable
- lacks visuals & may be obstructed by clutter
• History and Sciences (psychological factors)
o Indigenous People
o Oral tradition – legend, epic, folktale, mythology AM - Amplitude Modulation
o Libraries and Museums FM - Frequency Modulation
Royal Library of Alexandria
- oldest library; burned down (Greece) b) TV
National Library of France - has most impact among 3
- oldest exiting; 1368 - has high production costs
National Library of the Philippines
- Kalaw, Ermita; 1887 Structure
Louvre Museum • Network – one source being spread to others
- most visited (France) • Cable – subscriptions
Smithsonian Institution • Local – within a certain area
- Washington, D.C. • Public television – owned by government
Ayala Mind Museum
Programming Options
e) Identify and enumerate the different parts of a book • Specialty television
• Table of Contents • Pay-per-view
• Index – alphabetical list of subjects • Interactive television
• Glossary – alphabetical list of terms • High-definition TV
• Bibliography
• Appendix – extra info about topics Advertising
• Spot announcements – between show segments
f) Distinguish & use types of citations • Sponsorships – show produced by brand/product
• APA – American Psychological Association • Participation – “thank you for my outfit...”
• MLA – Modern language Association
• The Chicago Manual c) Film – varied genre
- played to a captive audience (inside cinema)
MEDIA TYPES - attention level is highest among 3
- audience resents intrusion of ads
Print • Full Length
a) Books • Advocacy
b) Newspaper • Documentary
Sizes • Promotional – Station ID
• Tabloid
• Midi (School Newspaper) Use Radio
• Broadsheet • For local businesses
Circulation • Highly targeted audience
• International • Small budget and time
• Nationwide • Needs reminder message
• Regional
• Provincial Use TV
• Organizations – religious, etc... • For wider mass audience
c) Gazette – used for a specific company • Good budget
d) Magazine • Production needs both sight and sound
e) Journal • Halo effect (ex: Vice Ganda promotes unknown
f) Pamphlet – highly textual; used to educate and inform product; makes it sellable because Vice Ganda is
g) Brochure – has more pages and illustrations; more known for using great products)
promotional than pamphlet
h) Leaflet – content is more though of New Media
i) Flyer – given to general public - webpage, hypertext, e-mail, distance education, instant
imaging, e-book, online shopping, media convergence
State of Media Today Terms to Know
• Name Plate – other name for masthead
Global Persepctive • Cut – picture in newspaper
Global Village – no boundaries; media for all • Cutline – caption of picture/cut
• Globalization – local to global (Jollibee; Bench) • Byline – writer of the article
• Glocalization – global to local (Zara; Mcdonalds) • Deck – ews in the newspaper other than headline
• Lead – the 5Ws and H of the news article
Local Perspective • Erratum – correction of info
Philippine Setting • Libel – case against wrong info in text
• Manila Centric • Kuryente – fake news
• Regional Offices • Scoop – exclusive news of reporter
• Beat System – assignment of reporters
Media Ownership - Alvin Elchico (Economics)
a) Conglomerate Dianne Castillejo (Sports)
- one media company owing others Gretchen Fullido (Celebrity News)
b) Syndication
- rights to broadcast content by others How to Choose News / News Value
(Mga horoscope ni Zenaida Sevia; Franchise – PBB) 1) Relevance/Impact
c) Subsidiaries 2) Proximity
- daughter companies (Jollibee Food Corp – Goldilocks) 3) Oddity
d) Synergy/Convergence 4) Timeliness/Immediacy
- promoting in varied platforms 5) Human Interest
(Ang Probinsyano merch and games) 6) Prominence
e) Integration 7) Conflict
- merging of companies
• Horizontal – same family MEDIA CONVENTIONS
- Fb buying Insta; Family Sardines buying Mega - comes in movies, newspapers, games (tutorial-score),
Sardines story, conflict, genre
• Vertical – suppliers
- Ikea buying a forest in Romania (for wood) Film – shot time, sfx, title, lighting, costume, voiceover,
subtitle, angle, juxtaposition, props, credits, mise-en-scene,
MEDIA CODES & CONVENTIONS music, movement, dialogue, camshot

MEDIA CODES Newspaper – framing, uppercase, cam angle, masthead,

- systems of signs bold & underline, title, tagline, logo, facial expression,
gesture, typography, caption, lighting, subjects’ clothing
a) Audio Codes – hear
- Caption, Camera Shot, SFX, Voiceover, Music, LEGAL, ETHICAL & SOCIAL ISSUES
Dialogue
b) Text Codes – written LEGAL ISSUES
- Titles, Masthead, Bold & Underline, Subtitle, Credits, 1) Yellow Journalism - use of high profile people to create
Uppercase, Typography shock value
c) Symbolic Codes – deeper meaning 2) Sensationalism - use of vulgar word for thrill
- Gesture, Facial Expression, Subjects’ Clothing, 3) Cyber Bullying - online harassment
Lighting, Costume, Juxtaposition, Props, Mis-en-scene, 4) Virtual Self - online representation of oneself
Movement 5) Tabloidization – traditional papers changing format
d) Technical Codes – techniques, methods & use of due to the readers’ preference
equipment 6) Digital Divide – gap in media and info
- Shot, Lighting, Angle, Juxtaposition, Framing, Camera - income, age, location, innovation...
Angle 7) Censorship – suppressing pornographic content
KBP – Kapisanan ng mga Broadcaster ng Pilipinas
Basic Shot Types MTRCB
• Pan – side to side 8) Hacking – illegal intrusion of a website
• Tilt – up and down 9) Fake News
• Tracking – moving (used in horror & documentaries) 10) Envelope Journalism – paying known individuals to
• Dolly – zoom in/out write about something/someone
11) Phising – creation of spoof websites to gain info
Basic Shots (9) – extreme close up to extreme long shot 12) Flaming – sending hate messages
13) Trolling – sowing hatred in discussion boards
Basic Angles ACDC – Attack Collect, Defend Collect
• Low angle (power/strength) Payola – paying the DJ to play specific music more
• High (vulnerability/weakness) than others
• Dutch tilt (creative)
ETHICAL ISSUES
1) Patent – copyright given to scientific inventions
2) Intellectual Property – product of cognitive pursuit
3) Ideology – system of beliefs
4) Ethics – rules governing conduct
5) Netiquette – proper way of behaving online
6) Public Domain – ceasing of copyright
7) Fair Use – exception from copyrighted content
- to be used for education purposes; without the intent
of making any income
8) Trademark – symbol/logo attached to a brand
9) Citation – attribution given to authors
- MLA, APA, CLS (Chicago Learning Style)
10) Copyright – exclusive right given to avoid illegal
reproduction of material
Salami Effect – failure to use own voice in paraphrasing
11) Plagiarism – inability to properly cite a source
12) Copyleft – right to copy/reproduce material with
credits to the owner
THEORIES OF MIL
LEGAL ISSUES
1) Slander – oral defamation
2) Libel – written defamation
3) Sedition – a call for rebellion against gov’t
4) Contempt of Court – inability to follow court order
5) Optical Media Act – protects film from piracy
6) Anti-Camcording Law – prohibition of illegal recording
of film
7) Intellectual Property Code – protects all copyrighted
material
8) Bill of Right – includes Freedom of Speech, Freedom of
Information
9) Anti-Obscenity Law – prohibits violence and
pornography
10) Cybercrime Prevention Act – covers all types of
offenses in the internet
11) Electronic Commerce Act – protects all online financial
transactions
CHARACTERISTICS OF MEDIA

MEDIA & AUDIENCE

- may be seen as

Market Model
- we are consumers
- to gain money and sell products
Ex: Ang Probinsyano merch and games

Public Sphere Market

- see us as citizens
- to give public service and info
Ex: Sagip Kapamilya, Bantay Bata 163

Audience – general public

Stakeholders – have interests in business

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