MIL LESSON 1
Receiver It is the person or group of persons
Media
The physical objects used to communicate with,
or the mass communication through physical
objects and used to communicate messages.
Information
It is defined as knowledge that person gets about
someone or something.
A broad term that covers processed data,
knowledge derived from study, experience,
instruction, signals or symbols.
Literacy
The ability to identify, understand, interpret,
create, communicate and compute, using printed
and written materials associated with varying
contexts.
COMMUNICATION, MEDIA, AND
INFORMATION
BRIEF HISTORY OF COMMUNICATION
COMMUNICATION
This simply means the act of transferring
information from one place, person or group to
another.
Communication plays a pivotal role in human
development. Humans have always
communicated with one another even before
traditional media were developed.
SMCRE MODEL (Rogers and Shoemaker,
1971)
Sender > Message > Channel > Receiver >
Effect
COMMUNICATION COMPONENTS
1. Sender The one who decides on the
information/message to transmit.
2. Message It is the message or information that
sender wants to say/send to the receiver.
3. Channel It is an instrument used in delivering
the message.
4.
to whom the information is transmitted.
5. Effect It is the response of the receiver to the
information transmitted.
MEDIA
• It is derived form the Latin word medius,
which means “middle.”
• It is the plural of medium, which refers to the
tool people use to mediate or facilitate the
transfer of communication between a sender
or a receiver.
FUNCTIONS OF MEDIA
• A source of credible information
• Are vehicles that carry messages
• Serves as channels which people use to
send/receive information.
MASS MEDIA
A type of media used to reach a large of
audience.
MEDIA LITERACY
As a set of perspectives that depends on a
critical thinking of an individual. -William
James
Potter Canadian Communication Educator, 2004
KNOWLEDGE STRUCTURES
Sets of organized information in your memory
• Tools and Skills To build your knowledge
structures
• Raw Materials Information from the media
and from the real world
• Willingness Personal focus to gain knowledge
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 story on how media evolved through
technologies. technological determinism.

INFORMATION LITERACY Technological Determinism

Set of abilities which require individuals to It is a theory hat believes technology is a
recognize when information is needed and steering factor in how a society develops its
locate, evaluate, and use it effectively. structure and values.
The ability to recognize when information is
needed, and to locate, evaluate, and effectively
communicate information in its various formats.

TECHNOLOGY LITERACY
Defines it as the ability to responsibly use
appropriate technology to improve learning in
all subject areas.
-The COLORADO Department of Education
(2009)

The ability of an individual, either working

independently or with others, to responsibly, Print age was dated to the invention of the
appropriately, and effectively use technological movable type mechanical printing press by
tools. Using these tools an individual can Johannes Gutenberg.
access, manage, integrate, evaluate, create and
communicate information. Movable type is the system of printing and
typography that uses movable components to
MEDIA AND INFORMATION LITERACY reproduce the elements of a document
(usually individual letters or punctuation).
The essential skills and competencies that allow
individuals to engage with media and other
information providers effectively, as well as
develop critical thinking and life-long learning
skills to socialize and become active citizens.

Access > Analyze > Evaluate > Create

information

“To build active, rather than passive consumers

of media.”

LESSON 2
THE EVOLUTION OF MEDIA
Marshall McLuhan (1969)
Renowned Canadian communication theorist
from the University of Toronto, provides a clear
LESSON 3 INFORMATION LITERACY
Information Literacy It is a set of abilities that enables individual to
What Is Information? recognize when information is needed; and
It defines as knowledge that a person gets about locate, evaluate, and use effectively.
someone or something. “Information is a source of learning and is
Intelligence-News-Data-Facts considered a benefit; but when unorganized,
unprocessed, and unavailable it becomes
burden” -- WILLIAM POLLARD

Ethical Use of Information

1. PRIVACY
It is a state of being alone or being away from
public attention.
2. ACCURACY
It relates to the correctness of the information
source to the details of the information.
3. PLAGIARISM
To use the words or ideas of another person as if
they were your own words or ideas.

Data
▪ Refer to unstructured facts and figures that
create the least impact on the receiver.
(Thierauf, 1999)
▪ Become an information when they are
categorized, calculated, and condensed.
(Davenport and
Prusak, 2000)
INFORMATION
▪ It is data organized with relevance and
purpose, made meaningful by a person
KNOWLEDGE
▪ Refers to the human understanding of a subject
matter derived from experience, learning, and
thinking.
INFORMATION SKILLS
To become an information literate individual,
the Chartered Institute of Library and
Information Professionals or CILIP (2012)
suggested that information literary skills require
an understanding of the following:
1. A Need for Information
An information literate individual must know
what kind and how much information he/she
requires and why it is needed.
2. ResourcesAvailable
This requires the literate individual to be
resourceful and where to find them, and when
they are appropriate to use.
3. How to find Information
Information literacy also requires the ability “to
search appropriate resources effectively and
identify relevant information” from the vast
number of information that is available.
4. TheNeedstoEvaluateResults
An individual should be able to triangulate an
information. Triangulation is the method used to
question the validity, reliability, and accuracy of
an information source to avoid possible biases
of the source(s) information.
5. How to Work with or Exploit Results
The best way is to use the power of the internet
in comparing, combining, and testing the results
with other available sources in order to come up
with carefully crafted inferences.
6. Ethics and Responsibility of Use
Avoid Plagiarism. Cite the proper sources of the
copy-pasted texts and pictures.
7. How to Communicate or Share your Findings
Use of footnotes, appropriate writing
techniques, and presentation styles are also
important in providing your audience with a
wider perspective regarding your information.
8. HowtoManageyourFindings
Remember to store all gathered information for
future purposes. It’s so easy to store information
nowadays with cloud storages such as Dropbox,
OneDrive and Google Drive.
LESSON 4
Types of Media
MASS MEDIA
These are used to reach a large number of
audience.
PRINT MEDIA
This type of media involves the usage of
physical medium such as paper, cloth, etc.
FORMS of PRINT MEDIA
Book – written or printed work consisting of
pages glued or sewn together along one side and
bound in covers.
Newspaper – lightweight, serial publication
which comes out regularly and contains news on
current of special or general interest
Types of Newspaper
Broadsheet – newspaper with a large format
with 22/24 inches long
Tabloid – it measures half size of a broadsheet
Magazine – periodical publication containing
articles and illustrations, typically covering a
particular subject or area of interest
Journal – newspaper or magazine that deals with
a particular subject or professional activity
BROADCAST MEDIA
These are used to transmit information to reach
target audience using airwaves as the
transmission media.
FORMS of BROADCAST MEDIA
Television – televisions receive
broadcasting signals and change
them into pictures and sound
Radio – a way to send electromagnetic signals
over a long distance, to deliver information
from one place to another
Film – this is similar to a television show as it
offers a
variety of themes and genres
Telephone.
 FORMS OF NEW MEDIA
Internet
Social Media
Smartphone
Computer

MEDIA CONVERGENCE
It is the phenomenon that connects different
forms of media together.

Terry Flew, 2016 - 3Cs

Computing
Communication
Content

Media Convergence
Print Media -> New Media <- Broadcast Media

Print plus New Media

Blogs
E-books
News Portals

SPG (English) – Theme, Language, Violence, Broadcast plus New Media

Sex, Horror, and Drugs Online Videos
SPG (Filipino) – Striktong Patnubay at Gabay Online Streaming
(Tema, Lenggwahe, Karahasan, Sekswal, Horor, Video Conferencing
at Droga)
LESSON 5
OUTDOOR MEDIA Media and Information Sources
These media consist of any advertising seen Information Sources can be obtained by:
outside of the home, and is primarily grouped 1. human source
into a few specific categories.
2. libraries
3. indigenous
FORMS OF OUTDOOR MEDIA
4. internet
Billboard
Bulletin Board
TYPES OF INFORMATION SOURCES
Wall Painting
PRIMARY - original, uninterpreted, or "first-
hand" material of information.
NEW MEDIA
1.personal letters
These refer to digital media that are interactive,
2. interviews
incorporating two way of communication.
3. speeches
4. photos
5. diaries
SECONDARY - information obtained through a
number of primary sources.
1.articles
2. magazines
3. newspapers
4. dictionaries
5. encyclopedias
TERTIARY - consists of summaries and
collections of both primary and secondary
sources.
TIME - one important element to consider in
classifying information sources.
FORMATS OF INFORMATION SOURCES
1.PRINT - the format for printed output,
defining the character, line spacing, and the
areas of the page where printing will occur.
books, newspaper, magazine, photograph,
encyclopedia, report
2.NON-PRINT - media that use electronics
energy for the end user to access content.
audio, video, digital documents, compact
disk, dvd
WHERE TO FIND INFORMATION
SOURCES
LIBRARY - building or room that contains a
collection of books, periodicals, and/or audio-
visual, materials.
TYPES OF LIBRARIES
Academic - type of library that enables people
to contributeto the betterment of the institution.
School - library that enables to read and study.
Public - library that can be
accessed anytime, and is open
for everyone. Special - type
of library that has a specific
subject area it caters.
DATABASE - all of the materials are recorded
in the database.
INTERNET - global network of computers that
allows computer users around the world to share
information for various purposes.
INDIGENOUS MEDIA - form of media
conceptualized, produced, and circulated by
indigenous people as vehicles for: 1.
Communication
2.Cultural preservation
3.Cultural and artistic expression
4.Political self-determination
5.Cultural sovereignty
EXAMPLES:
1. folklore
2.folk music
3.folk dances
4. other indigenous arts
EVALUATING INFORMATION AND MEDIA
1. What/who is the source of information?
It is necessary that before you believe an
information, you must first know what and who
is its information source. Typically, an
information source can be found through a
citation or a bibliography.
2. What is the medium used?
The medium used in presenting information is
also crucial in evaluating information.
Triangulation must also be applied in this
process.
3. What is its purpose?
Information sources have reasons why
they present information: to inform, to
persuade, to entertain, or to advertise.
4. How is the information made?
Text, visual, audio, motion, and multimedia all
have different styles and guidelines in
production. This is why it is important for you
to learn, not just how to evaluate information,
but also produce them.