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MIL-Module-3 - Media Information Literacy Module 3 Using

still or video pictures, create a
BSED Major in Science (University of Pangasinan)

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Media and Information Literacy - Senior High School

Alternative Delivery Mode
Quarter 1 - Module 3: Media and Information Languages
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any
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Every effort has been exerted to locate and seek permission to use these materials
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nor claim ownership over them.

Published by the Department of Education – Region X – Northern Mindanao

Regional Director: Dr. Arturo B. Bayocot, CESO V
Development Team of the Module:
Development team of the module
Author: Rosalin I. Zapanta
Reviewers: Therese Mae C. Maandig
Author: Rosalin I. Zapanta
Arian M. Edullantes
Editors:
Abihail L. Gimena
Reviewers: Therese Mae C. Maandig
Illustrator: Jay Michael A. Calipusan
Arian M. Edullantes
Abihail L. Gimena
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Chairperson: Jay Michael A.Dr.Calipusan
Arturo B. Bayocot, CESO III
Regional Director
Management Team:
Co-Chairpersons: Dr. Victor G. De Gracia Jr., CESO V
Himaya B. Sinatao
Asst. Regional Director
Joel D. Potane
Mala Epra B. Magnaong
CES, CLMD
Members: Dr. Bienvenido U. Tagolimot, Jr.
Regional ADM Coordinator
Elson C. Jamero
EPS-Designate-TLE

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Senior High School

Media and Information

Literacy
Quarter 1 - Module 3:
Media and Information Languages

This instructional material was collaboratively developed and reviewed

by educators from public and private schools, colleges, and or/universities. We
encourage teachers and other education stakeholders to email their feedback,
comments, and recommendations to the Department of Education at action@
deped.gov.ph.

We value your feedback and recommendations.

Department of Education ● Republic of the Philippines

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Table of Contents

What This Module is About ...................................................................................................I

What I Need to Know............................................................................................................I
How to Learn from this Module.............................................................................................I
Icons of this Module.............................................................................................................II

What I Know .......................................................................................................................III

Lesson 1:
The Concept of Constructedness ..............................................1
What’s In ......................................................................................................1
What I Need to Know ...................................................................................1
What Is It ......................................................................................................1
What’s More .................................................................................................3
What I Have Learned ...................................................................................4
What I Can Do ..............................................................................................4

Lesson 2:
Media Codes, Conventions and Messages ...............................5
What’s In ......................................................................................................5
What’s New ..................................................................................................5
What Is It ......................................................................................................6
What’s More .................................................................................................9
What I Have Learned .................................................................................10
What I Can Do ............................................................................................10

Lesson 3:
Audience, Producers and Other Stakeholders of Media ....... 11
What’s In ....................................................................................................11
What’s New ................................................................................................11
What Is It ....................................................................................................12
What’s More ...............................................................................................12
What I Have Learned .................................................................................13
What I Can Do ............................................................................................13

Summary ...........................................................................................................................14
Assessment: (Post-Test)....................................................................................................15
Key to Answers .................................................................................................................16
References ........................................................................................................................19

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What This Module is About

According to Marshall McLuhan (1964), “Language is a source of misunderstanding”.
Indeed, one of the most serious problems in the world is that people do not understand each
other. As a country with different dialects, multiple languages can be hard to use. Many times
what we mean does not always have the same meaning for others. And it can take place in
various circumstances and conditions: at home, at work, between social and ethnic classes,
between religions and nations. They can lead to small complications or troubles in our everyday
life and even large-scale conflicts between groups and nations. This is basically the reason
why we need to understand media and its languages.
This module contains lessons and activities that can help you as a Senior High School
student to not just be an information literate individual, but a creative and critical thinker as well
as a responsible user and competent producer of media and information.

The following are the lessons contained in this module:

1. The Concept of Constructedness
2. Codes, Conventions, and Messages
3. Audience, Producers, and Other stakeholders

What I Need to Know

At the end of this module, you should be able to:

1. Identify codes, convention, and message and how they affect the audience, producers,
and other stake holders. (MIL11/12MILA-IIIf- 15)
2. Reflect on how important information can be conveyed to create the desired impression
(MIL11/12MILA-IIIf- 16)

How to Learn from this Module

To achieve the objectives cited above, you are to do the following:
• Take your time reading the lessons carefully.
• Follow the directions and/or instructions in the activities and exercises diligently.
• Answer all the given tests and exercises.

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Icons of this Module

What I Need to This part contains learning objectives that
Know are set for you to learn as you go along the
module.

What I know This is an assessment as to your level of

knowledge to the subject matter at hand,
meant specifically to gauge prior relatedt
knowledge
What’s In This part connects previous lesson with that
of the current one.

What’s New An introduction of the new lesson through

various activities, before it will be presented
to you

What is It These are discussions of the activities as a

way to deepen your discovery and under-
standing of the concept.

What’s More These are follow-up activities that are in-

tended for you to practice further in order to
master the competencies.

What I Have Activities designed to process what you

Learned have learned from the lesson

What I can do These are tasks that are designed to show-

case your skills and knowledge gained, and
applied into real-life concerns and situations.

II

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What I Know

Multiple Choice. Select the letter of the best answer from among the given choices.

1. Media is a collective term for all communication medium such as books, newspapers,
radio, television, film and the Internet.
A. True B. False
C. Maybe D. Neither True or False

2. A media and information literate individual knows how to examine and take apart the
media message so that its parts are exposed to him.
A. True B. False
C. Maybe D. Neither True or False

3. It pertains to the codes, conventions, formats, symbols and narrative structures that
indicate the meaning of media messages to an audience.
A. Languages B. Media Types
C. Media Languages D. Media Sources

4. These are systems of signs which when put together create meaning.
A. Languages B. Codes
C. Media Languages D. Conventions

5. It refers to the recipients of information or the consumers of media.

A. Media audience B. Media producers
C. Media Languages D. Media Sources

III

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Lesson
The Concept of
1 Constructedness

What’s In

In our previous lesson, we have been accustomed to the types of media - the Print
Media, Broadcast Media, and the New Media. Additionally, we have also mastered the sources
of media. Popular sources are the libraries, the internet and indigenous sources.

What I Need to Know

Activity 1: Video Analysis

Choose a short amateur video on youtube or on any platform which caught your
attention. It could be a short random clip, a music video, or an advertisement. Ask yourself
some of these questions:
1. How was the video created?
2. What materials were used in producing the video?
3. What steps were made to make it more entertaining?
4. What was included, and what was excluded?

What Is It

The previous exercise was to prepare you about how media messages are “constructed”.
Just as books use letters to make words, words to make sentences, sentences to
make paragraphs and paragraphs to tell us a story, we can say that all media messages
are constructed. The capacities of the human mind aided by today’s technology enable the
process called construction of media and information messages.
When we say that all media messages are constructed, we mean that all media
messages have been assembled by someone. That “someone” could be a single person, or it
could be a large organization. The messages and values contained in this particular piece of
media come from the people who created it.

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Image credit: https://pixabay.com/photos/shooting-videographer-model-3621806/

In photographs, the photographer’s own vision of what he/she wants to show within the
frame demonstrates her own values and beliefs. A newspaper writer’s articles may be based
on his own beliefs, or maybe based on the beliefs and ideas of his publishers, or perhaps even
the beliefs of the companies who advertise in that particular newspaper.
Since all media messages are constructed using the ideas and values of the creator,
media messages from different creators will have different ideas planted in them. Those ideas
come from the creators’ own experiences, and since everyone’s experiences are different, we
can expect that each media message should be different as well.
Accordingly, while you may experience a certain media message in one way, there are
others who will certainly come across it in a completely different way. For example, while you
may find a certain media message entertaining, there may be others who find it offensive.
The process of construction requires the use of deliberate choice on what and what
not to include, what to put on spotlight, and what should serve as a backdrop.
Now that it is clear that all media messages are constructed, the first step to fully
appreciating the “constructedness” of media and information messages is to deconstruct.
It means closely examining and taking apart the media message so that its parts are exposed
to you.
Deconstructing a media message can help us understand who created the message,
and who is intended to receive it. It can reveal how the producer put together the message
using words, images, sounds, design, and other elements. It can expose the point of view of
media makers, their values, and their biases. It can also uncover hidden meanings– intended
or unintended.

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Key Concepts for Deconstructing Media

(adapted from www.nmmlp.org © 2008 New Mexico Media Literacy Project)

Source. All media messages are created.
The creator or the source of media could
be the writer, photographer or blogger. In
the case of a movie or film, the scriptwriter,
director, producer, and movie studio all play
a role in creating the message. The question
to ask is: Whose message is this? Who has
control over the content?
Audience. Media messages are intended
to reach audiences. Some are designed to
reach millions of people like the primetime
shows on the television. Others are may be
intended only for one person like an email
or a letter.
Text. We often use the word “text” to mean
“written words.” But in media literacy, “text”
has a very different meaning. The text of
any piece of media is what you actually see
and/or hear. It can include written or spoken
words, pictures, graphics, moving images,
sounds, and the arrangement or sequence
of all of these elements.
Subtext. The “subtext” is an individual
interpretation of a media message. It is
sometimes called the “hidden text.” The
subtext is not actually heard or seen; it is
the meaning we create from the text in our
own minds. Each person creates their own
subtext or interpretation based on their
previous experiences, knowledge, opinions,
attitudes, and values. Thus, two people
interpreting the same text can produce two
very different subtexts.
Persuasion Techniques. Media messages
use a number of techniques to try to
persuade us to believe or do something.
If we can spot the techniques being used,
we’re less likely to be persuaded, and more
likely to think for ourselves.
Point of view. No one tells the whole
story. Everyone tells part of the story from
their point of view. Deconstructing a media
message can expose the values and biases
of the media creator, and uncover powerful
messages in the process.

What’s More

Activity 2: Deconstructing Media

Choose one print advertisement on a magazine and paste it on a separate sheet of
paper. Answer the following questions to quickly deconstruct any media message coming from
the printed advertisement you have chosen.
1. Whose message is this? Who created or paid for it? Why?
2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests,
etc.? What words, images or sounds suggest this?
3. What is the “text” of the message? (What we actually see and/or hear)
4. What is the “subtext” of the message? (What do you think is the hidden or unstated
meaning?)
5. What “tools of persuasion” are used? (Ex. Beautiful people, Association, Bandwagon,
Symbols)
6. What positive messages are presented? What negative messages are presented?
7. What part of the story is not being told?
3

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What I Have Learned

One basic principle in Media Literacy is that all media messages are ____________.
The first step in fully appreciating the constructedness of media and information messages
is to _____________. It means closely examining and taking apart the media message so that
its parts are exposed to you.

What I Can Do

Activity 3: ?
Identify the signs and symbols in your community that are used for a variety of purposes
to convey information (e.g. for directions, locations of attractions, etc.).
Describe the verbal and visual ‘languages’ used in these signs and symbols so they
are commonly understood by people in your community. Consider the use of font, stylized
images, design, etc.

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Lesson
Media Codes, Conventions
2 and Messages

What’s In

In our previous lesson, we learned the first principle of Media Literacy which stresses
that all media messages are constructed. Additionally, the first step in fully appreciating the
“constructedness” of media and information messages is to deconstruct. It means closely
examining and taking apart the media message so that its parts are exposed.

What’s New

Activity 4: Guess What

Below are five (5) signs and symbols that are used to convey information (ex. directions,
locations of attractions, others). Identify each one. The first one serves as an example.

Symbol Meaning/What it represents

Example: Facebook

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What Is It

The exercise given above is designed to prime you to the idea that media codes and
conventions are like the building blocks of all the media around us.

Image courtesy of media.codes Link?

Codes are systems of signs which when put together create meaning. There are three
types of media codes: symbolic codes, technical codes and written codes. Conventions
are the rules, habits or generally accepted ways of doing things. Now we will look at these in
detail by examining the table below.

Symbolic codes include the language,
dress or actions of characters, or iconic
symbols that are easily understood.
For example, a red rose may be used
symbolically to convey romance, or a
clenched fist may be used to communicate
anger. Symbolic codes in media include
setting, mise en scene, acting and color.
Setting is the time and place of the narrative.
A setting can be as big as the galaxy or
space, or as small as a specific room.
Setting can even be a created atmosphere
or frame of mind.

Image credit: https://pixabay.com/photos/hands- Image credit: https://pixabay.com/photos/sunset-

heart-couple-woman-man-1150073/ panorama-dusk-nature-3084651/
6

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