Media and Information Literacy - Reviewer

TOPIC 1: MEDIA AND COMMUNICATION - “encoding/decoding” model of

communication by Stuart Hall
COMMUNICATION
(1993
- the act or process of using words,
- Messages are open to various
sounds, signs, or behaviors to
interpretation
express or exchange information or
to express your ideas, thoughts, Osgood - Schramm Model of
feelings, etc., to someone else Communication (1954)
- the exchange of information and the
expression of feeling that can result
in understanding -Berlo’s SMCR Model of
Communication (1960)
TWO BASIC TYPES OF COMMUNICATION
- Non – Verbal Communication
- Signs, Symbols, Colors,
Gestures, Body Language,
Facial Expressions
- Verbal Communication
- Oral, Written
PROCESS OF COMMUNICATION
- Lasswell’s Communication Model 3 READING POSITIONS (after Parkin, 1972)
(1948)
- Dominant
- Viewer Interprets Preferred
meaning ‘full and straight’
- Negotiated
- Viewer Acknowledges
- Shannon – Weaver’s Communication
legitimacy of message but
operates with some exception to
the meaning
- Oppositional
- Viewer decodes message in a
contrary manner
MEDIA
Model (1948) - Communication tools (e.g.,
- Publicity Model Internet, Television, Radio,
- Communication as a display Magazines, Newspapers)
and attention
- Audience as “spectators” INFORMATION
rather than participants or
informative receivers
- Reception Model
 - Data, knowledge derived from
study, experience, or instruction,
signals or symbols
- Knowledge of specific events or
situations
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.
TECHNOLOGICAL (DIGITAL) LITERACY
- The ability to use digital
technology, communication tools, or
networks to locate, evaluate, use,
and create information.
MEDIA INFORMATION LITERACY
- Media and information literacy
includes information and
communication literacy and digital
literacy. It is defined as a set of
competencies that empowers
citizens to access, retrieve,
understand, evaluate and use,
create, as well as share information
and media contents in all formats,
using various tools, in a critical,
ethical and effective way, in order
to participate and engage in
personal, professional and societal
activities.
TOPIC 2: INDIGENOUS MEDIA
INDIGENOUS KNOWLEDGE
- Unconventional source of
information relayed through people
media or indigenous media
Indigenous media is defined by Warren (1991)
as the “Knowledge that is unique to a given
culture or society”.
INDIGENOUS MEDIA
- Also known as community media
- Any form of media that is:
 Created and controlled by
the community
 For the community
 About the community
 By the community
The Asia Indigenous Peoples Pact (AIPP)
defined indigenous media as:
Media owned. Controlled and managed
by indigenous peoples in order for them to
develop and produce locally appropriate
information in the languages understood by
the community by utilizing indigenous
materials and resources, reflecting community
needs and interest, visions and aspirations and
independent from vested interest groups.
- Indigenous communities are known
to adhere to oral tradition
communication.
EXAMPLES OF INDIGENOUS MEDIA
- Northern Dispatch Weekly (NORDIS),
PH
- GELORA FM INDONESIA
- RUAI TELEVISION, INDONESIA
- Indigenous media as a tool for
expression and participation.
- Indigenous Knowledge enhances one’s
sense of national Identity.
MEDIA USED BY INDIGENOUS PEOPLE:
- LING-A-YAN of ATI Tribe – means an
important announcement
- FLAG – white means neutral,
TOPIC 3: EVOLUTION OF MEDIA
PREHISTORIC AGE (before 1700s) INDUSTRIAL AGE (1st INDUSTRIAL
REVOLUTION)
- People discovered fire, developed
paper from plants and cast 1700s – 1930s
instrumentality or weapon through
- People used the power of steam,
stone, bronze, copper, and iron
developed machine tools,
Cave Paintings (35,000 BC) established iron production and
manufacturing of various products
- In Bulgaria, the Magura cave is
(including books through the
among the most important caves
printing press).
within the north-western portion of
the country. Its cave walls square Printing press for mass production (19th
measure adorned by prehistoric century)
cave paintings that go back around
- A printing press is a device for
8000 to 4000 years past. Over 700
applying pressure to an inked
drawings were discovered on its
surface resting upon a print medium
cave walls.
(such as paper or cloth), thereby
Clay Tablets in Mesopotamia (2400 transferring the ink. Typically used
BC) for texts, the invention and spread
of the printing press was one of the
- Early Writing Tablet recording
most influential events in the
the allocation of beer, 3100-
second millennium.
3000 B.C.E, Late Prehistoric
period, clay, probably from Telegraph (1844)
southern Iraq. Trustees of the
- The telegraph key used to send the
British Museum. The symbol for
famous message “What Hath God
beer, an upright jar with pointed
Wroght” over the prototype
base, appears three times on the
telegraph line between Baltimore
tablet. Beer was the most
and Washington D.C. in 1844
popular drink in Mesopotamia
(Smithsonian American Art Museum)
and was issued as rations to
workers. Typewriter (1800)
Printing press using wood blocks (220 - A typewriter is a mechanical or
AD) electromechanical machine for
writing characters similar to those
- This is a technique for printing
produced by printer’s movable type.
text, images or patterns used
A typewriter operates by means of
widely throughout East Asia and
keys that strike a ribbon to transmit
originating in China in antiquity
ink or carbon impressions onto
as a method of printing on
paper. Typically, a single character
textiles and later paper. As a
is printed on each key press.
method of printing on cloth, the
earliest surviving examples from ELECTRONIC AGE (2ndINDUSTRIAL
China date to before 220 AD. REVOLUTION)
(1930 – 1980)
 - People harnessed the power of
electricity that led to electrical
telegraphy, electrical circuits and
the early largescale computers
(through vacuum tubes, transistors
and integrated circuits). In this age,
long distance communication
became possible.
Transistor Radio (1954)  faster communication and the
- By early 1954, Texas Instruments
(TI) had perfected production to the
point that transistors became cheap
enough for use in consumer items.
TI decided that a portable,
handheld radio offered the most
mainstream application of the new
technology and approached several
large corporations about producing
the radio.
Television (1941)  Computer Corp, which produced
- The television began its popularity
in the 1940s. It was a novel item
that everyone wanted to have.
People were amazed that they
could go from simply hearing voices
on the radio to seeing their faces as
they spoke. The television opened
the doors for a variety of new
experiences for all Americans. This
technology seemed like a large leap
for society at the time as it began
to shape daily routines.
APPLE 1 COMPUTER (1976)
- April 11, 1976 – Apple releases its
first Computer the Apple 1.
Designed and hand built by Steve
Wozniak, the computers are sold
wholesale by “Steven” Jobs. To
finance their manufacturing,
Wozniak sells his HP-65 calculator
for $500, while Jobs sells his VW
van. Years later, in 2014, a working
Apple-1 will sell at auction for
$905,000.
NEW (INFORMATION) AGE ( 3RD INDUSTRIAL
REVOLUTION)
(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
creation of the social network.
Moreover, voice, image, sound and
data are digitalized.
The Computer
- The computer considered by most
historians to be the first truly
portable computer was the Osborne
1. Thai born book and software
publisher Adam Osborne (1939–2003)
was the founder of Osborne
the Osborne 1 in 1981
Social Media
- Facebook, American company
offering online social networking
services. Facebook was founded in
2004 by Mark Zuckerberg, Eduardo
Saverin, Dustin Moskovitz, and Chris
Hughes, all of whom were students
at Harvard University. Facebook
became the largest social network
in the world, with more than one
billion users as of 2012, and about
half that number were using
Facebook every day. The company’s
headquarters are in Menlo Park,
California.
Smart Phones
- A smartphone is a cellular telephone
with an integrated computer and
other features not originally
associated with telephones such as
an operating system, web browsing,
and the ability to run software
applications. Smartphones can be
used by individuals in both a
 consumer and a business context, conditions, contact details,
and are now almost integral to address, etc. They are either
everyday modern life. distributed with the
newspapers, or hand over to
people.
TOPIC 4: TYPES OF MEDIA  Magazines
 Printed on a weekly,
- Media is the term we use to refer to
monthly, quarterly, or annual
different types of media that
basis. It contains information
provide us with important
about finance, food,
information and knowledge. Media
lifestyle, fashion, sports, etc.
has always been part of our society,
 Banners
even when people used paintings
and writings to share information.  Used to advertise a
company’s services and
PRINT MEDIA products, hung on easily-
noticed sights to attract
- This type of news media used to be
people’s attention.
the only way of delivering
information to the public. For the  Flyers
generations of the 80s and 90s,  Used mostly by small
print media was the only media of companies due to the low
entertain. People relied on cost of advertising. They
newspapers and magazines to learn contain the basic information
everything, from recipes and about a company, their
entertainment news to important name, logo, service or
information about the country or product, and contact
the world. information, and they are
distributed in public areas.
 Books
 Newspapers  Focused on a particular topic
 Printed and distributed on a or subject, giving the reader
daily or weekly basis. They a chance to spread their
include news related to knowledge about their
sports, politics, technology, favorite topic.
science, local news, national  Billboards
news, international news,  Huge advertisements created
birth notices, as well as with the help of computers.
entertainment news related Their goal is to attract people
to fashion, celebrities, and passing by.
movies. Today’s parents grew
up with this type of printed
media. BROADCAST MEDIA
 Brochures - Broadcast media describes the
 A type of booklet that traditional forms of media that
includes everything about include television and radio.
one company – its products, Technically, the term ‘broadcast
services, terms and media’ can include the internet as
 well and even such things as
Bluetooth marketing and other
forms of location-based
transmissions.
- This means to communicate or
transmit a signal, a message, or
content, such as audio or video
programming, to numerous
recipients simultaneously over a
communication network. To make
knows over a wide area.
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. According to
Wikipedia, a film is created by
photographing actual scenes with a
motion picture camera; by
photographing drawings or
miniature models using traditional
animation techniques; by means of
computer animation; or by a
combination of some or all of these
techniques and other visual effects.
It is a series of images, which when
displayed on screen, create an
illusion of moving images by the phi
phenomenon.
- Carefully crafted.
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. It
implies that the user obtains the
material via desktop and laptop
computers, smartphones and
tablets. Every company in the
developed world is involved with
new media.” PC Magazine.
MEDIA CONVERGENCE
- Media convergence is a term that can
refer to either:
1) the merging of previously distinct
media technologies and media forms due to
digitization and computer networking; or
2) an economic strategy in which the
media properties owned by communications
companies employ digitization and computer
networking to work together.
MASS MEDIA
- Refers to the various ways,
especially television, radio,
newspapers, and magazines, by
which information and news are
given to large numbers of people.
- refer to channels of communication
that involve transmitting
information in some way, shape or
form to large numbers of people
MEDIA EFFECTS
- Are the intended or unintended
consequences of what the mass
media does
MEDIA EFFECTS
Third – party Theory
People think they are more immune to media
influence than others.
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.
Boomerang Effect
refers to media-induced change that is
counter to the desired change
Cultivation Theory
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
MTRCB (Movie and Television Review and
Classification Board)
is the government agency responsible for
rating television programs and films in the
Philippines.
G – General Patronage
PG – Parental Guidance
SPG – Strong Parental Guidance – Tema,
Lengwahe,Violence/Karahasan, Sexual,
Horror, O Droga na di angkop sa mga bata.
MOVIE CLASSIFICATION RATINGS
G - Viewers of all ages are admitted.
PG – Viewers below 13 years old must be
accompanied by a parent or supervising adult.
R-13 – Only Viewers who are 13 years old and
above can be admitted.
R-16 - Only Viewers who are 16 years old and
above can be admitted.
R-18 - Only Viewers who are 18 years old and
above can be admitted.
X – “X-rated” films are not suitable for public
exhibition.
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
TOPIC 5 – INTELLECTUAL PROPERTY IN
INTERNATIONAL AND LOCAL CONTEXT
INTELLECTUAL PROPERTY
refers to creations of the mind, such as
inventions; literary and artistic works;
designs; and symbols, names and images used
in commerce
INTELLECTUAL PROPERTY PROTECTED BY
LAW
RA 8293
World Intellectual Property Organization
TYPES OF IP
Copyright
- provides the patent owner with the right to
decide how - or whether - they can be used by
others
Trdemarks
- a sign capable of distinguishing the or
services of one enterprise from those other
enterprises.
Industrial Design
- constitutes the ornamental or aesthetic
aspect of an article
- may consist of three-dimensional such as the
shape or surface of an article, or of two-
dimensional features, such as patterns, lines
or color

- a legal term used to describe the rights that Geographical Design (Indications and
creators have over their literary and artistic Appellations of Origin)
works
- signs used on goods that have a specific
- books, music, paintings, sculpture and films, geographical origin and possess qualities, a
to computer programs, databases, reputation or characteristics that are
advertisements, maps and technical drawings essentially attributable to that place of origin

- C Copyright - most commonly includes the name of the

place of origin of the goods.
- P Copyright
FAIR USE
Fair use means you can use copyrighted
material without a license only for certain
purposes.
These include:
1. Commentary
2. Criticism
3. Reporting
4. Research
5. Teaching
Guidelines for Fair Use
 A majority of the content you create
must be your own.
Patent
 Give credit to the copyright holder.
- an exclusive right granted for an invention  Don't make money off of the
copyrighted work.
CREATIVE COMMONS
is an American non-profit organization
devoted to expanding the range of creative
works available for others to build upon
legally and to share. The organization has
released several copyright-licenses known as
Creative Commons licenses free of charge to
the public.
Attribution
You must credit the creator
Non-Commercial
You can't make a profit
No Derivative Works
You can't change the content
Share Alike
You can change
the content, but
you have to let other people use your new
work with the same license as the original.
DIGITAL CITIZENSHIP
- Is the norms of appropriate, responsible
technology use
- a holistic and positive approach to
helping children learn how to be safe
and secure, as well as smart and
effective participants in a digital world
NETIQUETTE
- set of rules for behaving properly
online
- respecting other users’ views and
displaying common courtesy when
posting your views to online discussion
groups
THE CORE RULES OF NETIQUETTE
1. remember the human
2. adhere to the same standards of
behavior online that you follow in real
life
3. know where you are in cyberspace
4. respect other people's time and
bandwidth
5. make yourself look good online
6. share expert knowledge
7. help keep flame wars under control
8. respect other people's privacy
9. don't abuse your power
10.be forgiving of other people's mistakes
DIGITAL FOOTPRINT
- A digital footprint is a trail of data you
create while using the Internet.
PLAGIARISM
- The act of using another person's words or The writer “borrows” generously from his or
ideas without giving credit to that person her previous work.
- The practice of taking someone else's work Sources Cited
or ideas and passing them off as one's own.
The forgotten Footnote
The writer mentions an author’s name for a
TYPES OF PLAGIARISM source, but neglects to include specific
information on the location of the material
Global Plagiarism
referenced.
 Copying entire works
Misinformer The write provides inaccurate
 1 source
information regarding the sources, making it
Patchwork Plagiarism impossible to find them.

 Merged Works The Too-Perfect Paraphrase

Incremental Plagiarism The writer properly cites a source, but

neglects to put in quotation marks on text
 Bits of information/ideas not cited
that has been copied word-for-word, or close
Sources Not Cited to it.

The Ghost Writer The Resourceful Citer

The writer turns in another’s work, word-for-
word, as his or her own.
The Photocopy
The writer copies significant portions of text
straight from a single source, without
alteration.
The Potluck Paper
The writer copies from several different
sources, tweaking the sentences to make
them fit together while retaining most of the
original phrasing.
The Poor Disguise
The writer has altered the paper’s
appearance slightly by changing key words
and phrases.
The Labor of Laziness
The writer takes the time to paraphrase most
of the paper from other sources and make it
all fit together.
The Self-Stealer
The writer properly cites all sources,
paraphrasing and using quotations
appropriately. The catch? The paper contains
almost no original work!
The Perfect Crime
The writer properly quotes and cites sources
in some places, but goes on to paraphrase
other arguments from those sources without
citation.
WHAT ABOUT IMAGES, VIDEOS, AND MUSIC?
Without receiving proper permission or
providing appropriate citation, the following
are considered plagiarism:
- Copying media (especially images) from
other websites to paste them into your own
papers or websites.
- Making a video using footage from others’
videos or using copyrighted music as part of
the soundtrack.
- Performing another person’s copyrighted
music (i.e., playing a cover).
- Composing a piece of music that borrows The feelings that we have about a word,
heavily from another composition. usually positive or negative
Media Biases Denotations
Bias by Omission  What people say
 The basic definition of a word that you
 Avoiding Coverage
find in a dictionary
 Coverage
- Publishing media messages about an Connotations
event
 How people say it
 The feelings that we have about a
 One-sided story
word, usually positive or negative
- Only one point of view is presented
Point of View
Bias by Placement
Means the way in which a person sees the
Important placement means that something is
world based on the person’s beliefs and life
at the top of the page, beginning of a video,
experiences
or Beginning of a radio Broadcast
Objective Being fair and using facts instead of
Role of editors
opinions
- Editors
Conflict of Interest
- A Person who makes changes to a
media message so that it’s A situation where there might be biased
appropriate for a target audience coverage due to business or political reasons
Sensationalism Propaganda
Using news media messages to entertain information, especially of a biased or
people misleading nature, used to promote or
publicize a particular political cause or point
Bias by Spin
of view.
There might be bias by spin if media message
says you should have a certain opinion about a
situation, instead of letting you make your
own opinion
Spin
Giving a positive or negative point of view
about a subject in order to change the opinion
of the audience
Pundits
A person who has a lot of knowledge and
experience about a subject, and gives
opinions about the subject in public.
Negative or Positive connotations
Connotations