MEDIA AND INFORMATION LITERACY
C. Media Literacy- The ability to access,
Examples of Communication Medium
 Conversation - Person to person
interaction using one’s voice as the tool to
deliver the message.
 Public Speaking - One to many
interaction using one’s voice as the tool to
deliver the message to a large number of
people, at any given time.
 Documents/ Letters/ Mails - Written
messages in whatever form, usually on
paper and print.
 Visual Art- Messages rendered in the
form of paintings, drawings, photography,
videos, images, and the like, that conveys
specific emotion, idea or thought.
 Physical Medium- Physical things such as
tarpaulin billboards, posters, inpackage
information contained in product
packaging, and the like.
 Digital/ Interactive- Digital and
electronic means to convey messages such
as website or computer application,
primarily by the use of internet.
 Media refers to various channels of
communication between a person or
persons and their intended audience.
Television, radio, newspapers and the
internet are different types of Media. One
of the oldest forms of media is print.
A. Literacy- The ability to identify,
understand, interpret, create,
communicate and compute, using
printed and written materials
associated with varying contexts.
B. Media- The physical objects used to
communicate with or the mass
communication through physical
objects such as radio, television,
computers, film, etc. It also refers to
any physical object used to
communicate messages.
analyze, evaluate, and create media in
a variety of forms.
D. Information- A broad term that covers
processed data, knowledge derived
from study, experience, instruction,
signals or symbols.
E. Information Literacy- The ability to
recognize when information is needed,
and to locate, evaluate, and effectively
communicate information in its various
formats.
F. Technology (Digital) Literacy- The
ability of an individual, either working
independently or with others, to
responsibly, appropriately. Using these
tools an individual can access, manage,
integrate, evaluate, create and
communicate information.
G. Media and Information Literacy-
The essential skills and competencies
that allow individuals to engage with
media and other information providers
effectively.
Newspaper
Broad sheet- malaki malapad
- Philippine star
- Manila times
- Manila bulletin
- Philippine daily inquirer
Tabloid- maliit
- Pilipino star ngayon
- Abante
- Tiktik
- Bulgar
- Remate
SECTIONS
Front page- title date name of the publisher
weather forecast brief description of news trend
news literary polio
General news – details
Editorial- cartoon, board, content , baba- letter to
the editor
Opinion- point of view, pure discussion
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Business- business, advertisement, concept of
product and services
Entertainment- about celebrities, movie guides,
comics, puzzles, horoscope
Lifestyle – fashion stories art and culture paintings
travael and tourism
Sports- sports local and abroad
World news – diff. countries or called
international news section
Classified ads- job hiring for sale, job sacracies,
auction
Obituary –death note
Evolution Of Media
Traditional media, or as some check with as
previous media, has been employed in the
marketing/advertising world for years. Once
associated with advertising, ancient media
encompasses that of TV, newspaper, radio and
magazine ads.
New media is that the way forward for
advertising. Additional and additional customers
and businesses accept new media to seek out their
info. Ultimately, new media refers to content
that’s simply accessible via many various sorts of
digital media.
PREHISTORIC AGE (Before 1700s)
People discovered fire, developed paper from
plants and cast instrumentality or weapon through
stone, bronze, copper and iron.
A. Cave Painting (35,000 BC)
B. Clay tablets in Mesopotamia (2400
BC)
C. Printing press using wood blocks (220
AD)
INDUSTRIAL AGE (1700s-1930s)
People used the power of steam, developed
machine tools, established iron production and
manufacturing of various products (including
books through the printing press).
A. Printing press for mass production (19th
century)
B. Telegraph (1844)
C. Typewriter (1800)
ELECTRONIC AGE (1930 - 1980)
People harnessed the power of electricity that led
to electrical telegraphy, electrical circuits and the
early large scale computers (through vacuum
tubes, transistors and integrated circuits). In this
age, long distance communication became
possible.
A. Transistor Radio (1954)
B. Television (1941)
C. Apple 1 Computer (1976)
New (Information) Age (1970-Present)
People advanced the use of microelectronics in the
invention of personal computers, mobile devices
and wearable technology. In this age, the Internet
paved the way for faster communication and the
creation of the social network. Moreover, voice,
image, sound and data are digitalized.
A. The Computer
B. Social Media
C. Smart Phones
The Difference Between Traditional Media and
New Media
TRADITIONAL MEDIA
• Media experience is limited
 One – directional.
• Sense receptors used are very
• Specific (i.e. print media – sense of sight ,
radio- sense of hearing, TV and Film-
sight and hearing.
NEW MEDIA
• Media experience is more interactive.
• Audiences are more involved and can send
feedback simultaneously.
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• Integrates all the aspects of old media
TYPES OF MEDIA
Print Media
1. Distance
This type of news media used to be the only way 2. Mass media
of delivering information to the public. For the 3. Scale
generations of the 80s and 90s, print media was 4. Technology
the only media of entertain. (Newspapers, 5. Commodity
Magazines,Books,Banners,Billboards,Brochures
REVIE WER FROM ASSIGNMENT
and Flyers).

Broadcast Media
Broadcast media describes the traditional forms
of media that include television and radio.
Technically, the term ‘broadcast media’ can
include the internet as well and even such things
as Bluetooth marketing and other forms of
location-based transmissions.
Film / Cinema
The Term ‘Film’ is commonly applied to movies
of an artistic or educational nature and is not
expected to have broad, commercial appeal.
Video Games / Digital Games
Any of various interactive games played using a
specialized electronic gaming device or a
computer or mobile device and a television or
other display screen, along with a means to
control graphic images.
New Media
Defines “new media” as “forms of
communicating in the digital world, which
includes publishing... most significantly, over the
Internet.

Importance of media

1. Pervasiveness
2. Information source
3. Entertainment source
4. Persuation forum
5. Binding influence

Characteristics of media

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