Mil W1

Philippine Christian University
Sampaloc 1, Dasmariñas City, Cavite 4114

SENIOR HIGH SCHOOL
S.Y. 2020-2021
MODULE IN MEDIA AND INFORMATION LITERACY (GRADE 11/12)
QUARTER 3 – WEEK 1 (FEBRUARY 1 – 5)
LESSON 1: INTRODUCTION TO MEDIA AND INFORMATION LITERACY
Overview
The Media and Information Literacy course introduces the learners to basic understanding of media and
information as channels of communication and tools for the development of individuals and societies. It also
aims to develop students to be creative and critical thinkers as well as responsible users and competent
producers of media and information.
Learners must be responsible to verify news and information, especially today. Learning Media and
Information Literacy, this will serve as a practice and tool for enhancement for media and information.
Objectives
At the end of this lesson, you are expected to:
1. Describe how communication is influenced by media and information.

2. Identify the similarities and differences between and among media literacy, information literacy, and
technology literacy.
3. Discuss responsible use of media and information.
4. Define media literacy, information literacy and technology literacy;
5. Identify the different literacies and its’ purposes.
6. Distinguish the relationship of media and information literacy to communication.
Disclaimer: This module is adapted and modified from the source materials listed in the references list. This is an
exclusive property of Philippine Christian University-Dasmariñas SHS and is provided only to enrolled students for
their academic use. This module is provided for free by the school through softcopy and/or printed media.
Reproduction of this module without official permission is prohibited.
Test Yourself
1. What is Communication?
- Communication is simply the act of transferring information from one place, person
or group to another. Every communication involves (at least) one sender, a message
and a recipient. ... These include our emotions, the cultural situation, the medium used
to communicate, and even our location.
2. Why do we communicate?
- We use communication to share information, comment, ask questions, express
wants and needs, develop social relationships, social etiquette, etc. Communication is
much more than wants and needs.
3. How do we communicate?
- Most people think about speech when they think about communication but there are many other
ways we can also use to communicate with each other.
- Facial expressions.
- Gestures.
- Pointing / Using hands.
- Writing.
- Drawing.
- Using equipment e.g. Text message or computer.
- Touch.
- Eye contact.
Study these terms
● Media – the main means of mass communication (broadcasting, publishing, and the Internet) regarded
collectively.
● Information – facts provided or learned about something or someone.
● Technology – the application of scientific knowledge for practical purposes, especially in industry.
● Literacy – competence or knowledge in a specified area.
● Verbal – relating to or in the form of words.
● Non-Verbal – not involving or using words or speech.
● Gestures – a movement of part of the body, especially a hand or the head, to express an idea or
meaning.
● Written – to trace or form (characters, letters, words, etc.) on the surface of some material, as with a
pen, pencil, or other instrument or means.
●
Model – a system or thing used as an example to follow or imitate.
●
Channel – direct toward a particular end or object.
● Sender – a person who sends or transmits a message, letter, email, etc.
● Encoder – is the person who develops and sends the message.
● Decoder – is the person who interprets and decodes the message.
● Receiver – is the listener, reader, or observer—that is, the individual (or the group of individuals) to
whom a message is directed.
● Sender – is the individual who initiates a message and is also called the communicator or source of
communication.
● Feedback - refers to a response from the receiver which gives the communicator an idea of how the
message is being received and whether it needs to be modified.
Discussion
What is Communication?
The act or process of using words, sounds and signs, or

behaviors to express or
exchange information or to express your ideas,
thoughts,
Communication feelings, etc., to someone else.
The exhange of information and the espression of

feeling that can result in understanding.
What are the two basic types of Communications?

Non-Verbal Communication Verbal Communication
● Signs ● Oral
● Symbols ● Written
● Colors
● Gestures
● Body language
● Facial Expressions
PROCESS OF COMMUNICATION
Transmission Model
The transmission model of communication describes communication as a one-way, linear process in
which a sender encodes a message and transmits it through a channel to a receiver who decodes it.
The transmission of the message many be disrupted by environmental or semantic noise.
Lasswell’s Communication’s Model

The Lasswell Communication Model describes verbal communication and consists of five elements.
Who, says What, in Which channel, to Whom, with What effect? , because it describes a one-way
process within communication. It is seen as one of the most influential communication models.
Who? Says What? In Which To Whom With What
Communicator Message Channel Reciever Effect?
Medium Effect
Shannon-Weaver’s Communication Model

The sender encodes the message and sends it to the receiver through a technological channel like
telephone and telegraph. The sender converts the message into codes understandable to the
machine. The message is sent in codes through a medium.
Westley and MacLean's model of communication
The Westley and MacLean's model can be applied in two contexts: interpersonal and mass
communication, the point of difference being the feedback. Feedback is direct and fast in
interpersonal
communication
and indirect and
slow in mass
communication.
The model also
differentiates
message as
purposive and
non-purposive.
conceptualization of the mass media (or of

in terms of the active role of audiences in
Reception Model
A
media research) meaning-making (McQuail), or more broadly in terms of the uses to which they
put the media (see also uses and gratifications). An overemphasis on the audience's interpretive
role is seen by critics as a form of cultural populism. See also active audience theory; compare
publicity model; ritual model; transmission models.
Osgood-Schramm Model of Communication

The Osgood-Schramm model of communication is a circular, rather than linear, experience that
involves a sender, who encodes a message, and a recipient, who decodes it. The sender and the
receiver hold both roles in the model. ... In this way, the idea of interpretation is central to this
model.
Berlo’s SMCR Model of Communication
Berlo’s SMCR Model of Communication represents the process of communication in its simplest
form. The acronym SMCR stands for Sender, Message, Channel, and Receiver. Berlo’s SMCR Model
of Communication describes the different components that form the basic process of
communication. Because this communication tool also emphasises the coding and decoding of the
message, it can be used for more efficient communication.
Terms to Understand
Media Literacy Information Literacy Technology Literacy
- The ability to read, - The ability to recognize - The ability to use digital
analyze, evaluate and when information is technology,
produce communication needed and to locate, communication tools or
in a variety of media evaluate, effectively use networks to locate,
forms. and communicate evaluate, use, and
information in its various
create information.
formats.
MEDIA = Text,
Television, Visual Arts,
Video, Audio Identify -> Find ->
Evaluate -> Apply ->
Acknowledge
Venn diagram for Media, Information and Digital Literacy
Media and Information Literacy (MIL)
Refers to the essential competencies (knowledge, skills, and attitude) that allow citizens to engage
with media and other information providers effectively and develop critical thinking and life-long
learning skills for socializing becoming active citizens.
Activity # 1
Name MARC LOUIE SOLOMON Strand and Section HUMSS I RABBAH
I. Identification. On the space provide before each number, write ML if the statement describes Media
Literacy, IL for Information Literacy, and TL for Technology Literacy.
IL 1. This type of literacy identifies what the information is for, where to find it, and how to evaluate it.
ML 2. This type of literacy evaluates different media forms and how can they be analyzed, evaluated, and
created to send out messages efficiently and ethically.
TL 3. This type of literacy is able to access, manage, and integrate technologies to create and communicate
information.
IL 4. This literacy discusses that a person should first understand the question to figure out the type of
information sources he or she needed.
TL 5. It is a collection of communication mediums such as radio, television, newspaper and the Internet.
TL 6. This literacy tells us that a person cannot learn every technology available out there, but can have
competencies in machines and techniques related to his/her field.
IL 7. A literacy that evaluates the answers and information.
ML 8. A literacy that shares information using variety of forms.
TL 9. A literacy that helps us to share information online.
IL 10. It acknowledges opinion and answers from different people’s perspective.
II. Picture Analysis. Analyze and explain the illustration below according to what you have learned from
the discussion.
- Communication serves five major purposes: to inform, to express feelings, to imagine, to influence,
and to meet social expectations. In these days, it is so easy to communicate and share information.
For example, you can find information on medias like Facebook and on other social media platform.
And of course, there is traditional ways to find share information too. Just like by watching from the
television or listening to radios. There are many ways to share, receive and to look for information
References:
1. Commission on Higher Education. (2016). Teaching Guide for Senior High School: Media and Information
Literacy. C.P. Garcia Ave., Diliman, Quezon City (pg. 9 -13)
2. Ping, A. (2016). Introduction to Media and Information Literacy. Retrieved from:

https://www.slideshare.net/arnielping/media-and-information-literacy-communication
3. The Benefits of Social Media in School

https://ww.schudio.comt/media-and-information-literacy-communication
4. Media Enterprises Fight Extinctionhttps://ww.informationweek.com/media
5. Computer Information Systems vs. Information Technologyhttps://ww.elmhurst.edu/information
6. 5 Reasons We’re in the Midst of a Technological Golden Age

https://smarterware.org/2016/09/5-reasons-midst-technological-golden-age
7. 5 Ways to incorporate Literacy in the Non-ELA Classroom

https://theeducatorsroom.com/5-ways-to-incorporate-literacy-in-the-non-ela-classroom/
8. https://thriveglobal.com/stories/5-verbal-cues-that-enhance-any-business-relationship/
9. https://cubicleninjas.com/7-facts-about-non-verbal-communication/
10. http://www.livelongandtravel.com/5-american-hand-gestures-with-different-meanings-overseas/
Prepared by: Checked by: Noted by:
Ms. Rashlyn Joyce A. De la Cruz Ms. April Jade T. Palaginog Mario S. Mecate, Ph.D.
ICT 12 Subject Coordinator Principal
Mrs. Eunice M. Pereña Ms. Maureen S. Saylon

Subject Teacher/s ICT 11 Subject Coordinator

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Philippine Christian University

Sampaloc 1, Dasmariñas City, Cavite 4114

LESSON 1: INTRODUCTION TO MEDIA AND INFORMATION LITERACY

1. Describe how communication is influenced by media and information.

Study these terms

● Information – facts provided or learned about something or someone.

● Literacy – competence or knowledge in a specified area.

● Verbal – relating to or in the form of words.

● Non-Verbal – not involving or using words or speech.

● Sender – a person who sends or transmits a message, letter, email, etc.

● Encoder – is the person who develops and sends the message.

● Decoder – is the person who interprets and decodes the message.

The act or process of using words, sounds and signs, or

The exhange of information and the espression of

What are the two basic types of Communications?

Lasswell’s Communication’s Model

Shannon-Weaver’s Communication Model

conceptualization of the mass media (or of

Osgood-Schramm Model of Communication

2. Ping, A. (2016). Introduction to Media and Information Literacy. Retrieved from:

3. The Benefits of Social Media in School

4. Media Enterprises Fight Extinctionhttps://ww.informationweek.com/media

5. Computer Information Systems vs. Information Technologyhttps://ww.elmhurst.edu/information

6. 5 Reasons We’re in the Midst of a Technological Golden Age

7. 5 Ways to incorporate Literacy in the Non-ELA Classroom

Prepared by: Checked by: Noted by:

Mrs. Eunice M. Pereña Ms. Maureen S. Saylon

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