Communication is simply the act of transferring information from one place, person or group to

another.
is more than just transferring or imparting messages, it also means that these messages
must successfully be transmitted to the receiver.
the term requires three parts: sender, the message, and the recipient
for communication to take place, the sender ‘encodes’ the messages, usually in a
mixture of words and non-verbal communication. It is transmitted in some way (for
example, in speech or writing), and the recipient ‘decodes’ it
it is noteworthy to remember that messages like information, ideas or emotions were
sent by the sender through a communication channel to a receiver, or to multiple
receivers.
Internet is the medium, refers to the communication channels through which we disseminate news, music,
media, which is the plural of medium, movies, education, promotional messages and other data. It includes physical and
online newspapers and magazines, television, radio, billboards, telephone, the Internet,
and fax
are physical objects used to communicate including mass media (radio, television,
computers, film, etc.).
media habits -- automaticity of media consumption or observable acts that develops as people
repeat media usage behavior in stable circumstances over a period of time.
-- usual activities related to the consumption of media like the television, radio, and
newspapers.
media lifestyles -- way of using technology and social websites to empower learning, communication,
collaboration, and community.
-- how the behaviors are incorporated into one’s life (daily habits)
media preferences -- the option to select media over others.
-- the individual taste and style as related to media usage
Information on the other hand can cover data, knowledge derived from a study, experience, or
instruction, signals or symbols. This is the data that has been collected, processed and
interpreted in order to be presented in a usable form.
Media literacy and information literacy have always been linked, but the greater accessibility of content via the Internet and
mobile platforms has meant that those literacies are increasingly intertwined. UNESCO
considers information literacy and media literacy together as Media and Information
Literacy (MIL).
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.
Technology (Digital Literacy) The ability to use digital technology, communication tools or networks to locate,
evaluate, use, and create information.
Media and technology (digital) literacy both use visuals, they are different in terms of the use and production of
communication, since technology literacy is more on the application of new knowledge
from digital environments.
Technology literacy and information literacy are similar in terms of looking and using information. technology literacy is more on the
organization, evaluating and creating information, while information literacy is more
about using, managing and gathering information.
media, information, and technology literate individual knows how to cite and acknowledge his/her sources. Also, know where, when and how
to get appropriate information. Moreover, he/she is knowledgeable on the appropriate
technological device that will be used in a specific situation.
critical thinking This means your ability to think clearly and rationally and understand the logical
connection between ideas that are presented.
the ability to analyze, synthesize and evaluate information
Critical thinkers will identify, analyze and solve problems systematically rather than by intuition or
instinct
Information literate people
Pre-Industrial Age (Before 1700s)
Industrial Age (1700s-1920s)
Electronic Age (1930s-1980s)
Information Age (1900s-2000s)
are aware of how they gather, use, manage, synthesize and create information and data in an
ethical manner. These are competencies applicable to any learning context, whether in education
environment, general work or professional environment or for personal development.
People discovered fire, developed paper from plants, and forged weapons and tools with stone,
bronze, copper and iron. Examples:
 Cave paintings (35,000 BC)
 Clay tablets in Mesopotamia (2400 BC)
 Papyrus in Egypt(2500 BC)
 Acta Diurna in Rome (130 BC)
 Dibao in China (2nd Century)
 Codex in the Mayan region (5th Century)
 Printing press using wood blocks (220 AD)
People used the power of steam, developed machine tools, established iron production, and the
manufacturing of various products (including books through the printing press). Examples:
 Printing press for mass production (19th century)
 Newspaper- The London Gazette (1640)
 Typewriter (1800)
 Telephone (1876
 Motion picture photography/projection (1890)
 Commercial motion pictures (1913)
 Motion picture with sound (1926)
 Telegraph
 Punch cards
The invention of the transistor ushered in the electronic age. People harnessed the power of
transistors that led to the transistor radio, electronic circuits, and the early computers. In this age,
long distance communication became more efficient. Examples:
 Transistor Radio
 Television (1941)
 Large electronic computers- i.e. EDSAC (1949) and UNIVAC 1 (1951)
 Mainframe computers - i.e. IBM 704 (1960)
 Personal computers - i.e. Hewlett- Packard 9100A (1968), Apple 1 (1976) OHP, LCD projectors
The Internet paved the way for faster communication and the creation of the social network.
People advanced the use of microelectronics with the invention of personal computers, mobile
devices, and wearable technology. Moreover, voice, image, sound and data are digitalized. We are
now living in the information age.
Examples:
 Web browsers: Mosaic (1993), Internet Explorer (1995)
 Blogs: Blogspot (1999), LiveJournal (1999), WordPress (2003)
 Social networks: Friendster (2002), Multiply (2003), Facebook (2004)
 Microblogs: Twitter (2006), Tumblr (2007)
 Video: YouTube (2005)
 Augmented Reality / Virtual Reality
 Video chat: Skype (2003), Google Hangouts (2013)
 Search Engines: Google (1996), Yahoo (1995)
 Portable computers- laptops (1980), netbooks (2008), tablets (1993)
 Smart phones
  Wearable technology
 Cloud and Big Data
Traditional Media media experience is limited; one directional; sense receptors used are very specific
New Media media experience is more interactive; audiences are more involved and can send feedback
simultaneously; integrates all aspects of old media.
Channel  provides opportunities for people to communicate, share ideas, speculate, tell stories, and give
information
Watchdog exposes corrupt practices of the government and the private sector
creating a space wherein governance is challenged or scrutinized by the government. It also
guarantees free and fair elections
Resource Center acts as a gateway of information for the society’s consumption
also, it becomes a keeper of memories of the community, preserver of heritage and source of
academic knowledge
Advocate  through its diverse sources or formats, it bridges the gap of digital divide
the 1960s media theorist Marshall McLuhan famously coining the phrase “the medium is the message” (McLuhan, 1964). He meant that every
medium delivers information in a different way and that content is fundamentally shaped by the medium of transmission.

Types Definition Examples Specifics

Print Media media consisting of paper and ink, books, newspapers, magazines, banners, Textbook in Oral
reproduced in a printing process that is billboards, brochures, flyers Communication in Context,
traditionally mechanical. Cebu Daily Newspaper
Broadcast Media media that reach target audience using radio, television TV5, iFM
airwaves as the transmission medium

New Media content organized and distributed on internet media such as blogs, podcasts CNN digital, Nas Daily blog
digital platforms

Media Convergence According to Flew (n.d,) Media convergence is a phenomenon involving the interconnection of information
and communications technologies namely computer networks, and media content. It is a direct result of the
digitization of media content and the popularization of the Internet. It modernizes established industries,
services, and work practices and enables entirely new forms of content to emerge.
Technological Convergence The emergence of World Wide Web, smartphone, tablet, computers, smart televisions, and other digital
devices, has been possible for billions of people around the world to access media content that once tied to a
specific communication media (print and broadcast) or platforms (newspapers, magazines, radio, television,
and cinema). As a result, media organization and media content producers have developed a cross-media
content
Social media Social media refers to technologies, platforms, and services that allow users whether individual or group to
actively participate in communication, It is the new leading force of media convergent sector which through
internet allows individuals to participate media not only as a consumer but also as a producers like social
network Facebook, the microblogging service Twitter, the video sharing website YouTube, blog software such
as Blogger and WordPress and many others.
Media Personalities Media convergence also paves the way for media and information personalities. Thus, the terms Tri-media,
Multi-media, Queen of all Media is created. These individuals become the media content producers who like
to share to their viewers that they are like the latter by sharing relatable sometimes embarrassing
experiences in media. Nevertheless, they are under obligation to follow a code of ethics that prohibits the
use of abusive or discriminatory material on race, age, gender, physical ability or marital status
Reliability synonymous with trustworthiness
What are the details of this piece of information? Which of the detail can be verified in other
sources? Could these details be true? Why or Why not?
Accuracy indicates freedom from error
Which of these facts are measurable? How were they derived? Was the article written in an
objective manner? Is article written with care?
Value implying desirable
Consider the audience of the article? Who would find this article valuable?
Authority means convincing force
Who wrote the article? How is the author related to the article? What was his source? Are the
sources properly cited? What is the reputation of the author? Is he known for some biases?
Timeliness suggesting appropriate
When was the article written? Is it possible that some of the information in the article has
changed in time? If yes, would the change have any effect on the conclusion of the article?
Journal Articles Currency: Current within a few months to a few years of publication.
Type of Information: Most recent research within the subject of the journal.
Where to Find: Print journals are delivered to subscribers and libraries
Magazine Articles Currency: News magazine articles should be current within a few days to a few months of
publication.
Type of Information: Current events and editorials (news magazines).
Where to Find: Print magazines are delivered to homes and libraries.
Monographs (a.k.a. Scholarly Books) Currency: Information may be two or three years old.
Type of Information: Scholarly research on a topic.
Where to Find: Monographs are primarily available through academic libraries.
Nonfiction Books Currency: Varies widely. Books on hot topics may be published within a few weeks but, as a
result, they may contain errors. Type of Information: Nonscholarly information and opinion.
Where to Find: Nonfiction books are found in bookstores and mainly public libraries.
Reference Resources Currency: Print reference resources often have annual updates, so the information in them
should be only about a year old. Online reference resources may be updated continuously.
Type of Information: Summary and synthesis of what is known about a topic. Where to Find:
Traditionally, reference resources are available as books or series of books.
Textbooks Currency: Varies widely.
Type of Information: Information on a topic arranged in such a way that a beginner can acquire
 knowledge about that topic systematically.
Where to Find: In libraries that have a physical location and physical collection, some textbooks
may be in the stacks or held on reserve for short-term loan.
Gray Literature Gray literature is a huge category that encompasses a wide variety of documents that have not
been published in the traditional sense. Gray literature includes:
 Unpublished conference papers  Unpublished theses and dissertations
 Presentations  Working papers
Indigenous media as forms of media expression conceptualized, produced, and circulated by indigenous peoples
around the globe as vehicles for communication, including cultural preservation, cultural and
artistic expression, political self-determination, and cultural sovereignty.

Media Language uses an interplay of codes (e.g. sounds, spelling and grammar), agreed systems for
communicating (e.g. names of things and of actions, logos, camera angles, tone of voice, etc.
and conventions or shared and habitual ways of using these systems (e.g. paragraph structure,
genre, framing of images, dramatic gestures, etc.
is comprised of codes, conventions that indicate the meaning of media messages to an
audience.
meaning is made using the conventions of the particular medium and type of media product.
Images in Advertising Advertisers use images and graphic design to say what is unique and valuable about their
product. For example, they use colors and lighting to create a mood; unusual camera angles to
add drama; and typefaces to give a sense of style. The people in the ads are carefully dressed
and posed in order to show how the product makes them more powerful, more sexy or more
intelligent.
The Codes of TV News TV news generally has very strict rules and conventions. The newsreaders are smartly dressed;
they generally sit behind a desk, shot in medium close-up; they rarely show emotion; and they
look straight into the camera - although nobody else is allowed to do this. News begins with
‘serious’ stories, and ends with light-hearted ones; it often focuses on dramatic or unusual
events; and it tends to show politicians and celebrities rather than ordinary people.
The Language of Editing Film-makers take great care to select and combine shots in order to tell a story, and to create
the effects they want. Most feature films use ‘continuity editing’, which has definite rules. For
instance, when we see a shot of a character looking out of the frame, and then we cut to
another shot of an object or a person, we automatically assume that this is what they are
looking at.
Codes and conventions are the building blocks of media.

Codes are system of signs, which has an agreed meaning, or connotation, to their audience.
have a generally agreed meaning or connotation to its audience.
can be technical, symbolic and written codes.

Technical codes are all the ways in which equipment is used to tell the story in a media text, for
example the camera work in a film.
Symbolic codes show what is beneath the surface of what we see. For example, a character's actions
show you how the character is feeling.
Written codes in the form of headlines, captions, speech bubbles and language styles.
conventions are the generally accepted ways of constructing form and informing meaning in media
products including story principles, form and structure, generic structures, character
and story arc, cause and effect, point of view, the structuring of time, elements of
page layout, paper stock for print, titles and credits sequences, hyperlinking and
mounting and framing of images. There are general conventions in any medium.
are rules or generally accepted ways/technique to construct meaning in media
 products
Intellectual property Anything that comes into being through invention or artistic creation that include
inventions, literary or artistic work, images, symbols, etc
includes tangible and intangible creations of the human intellect
Intellectual property rights any rights given to persons over the creations of their minds is called
Copyright, the right of an owner of intellectual property (authors of literary and artistic works
such as books and other writings, musical compositions, paintings, sculpture,
computer programs and films) to control how that property is copied, altered, sold,
etc. In most countries today copyright does not have to be registered, but the
property must be (largely) finished – ideas cannot be copyrighted for a minimum
period of 50 years after the death of the author. Also protected through copyright and
related (sometimes referred to as “neighboring”) rights are the rights of performers
(e.g. actors, singers and musicians), producers of phonograms (sound recordings) and
broadcasting organizations.
is the exclusive legal right given to an originator or an assignee to print, publish,
perform, film, or record literary, artistic, or musical material, and to authorize others
to do the same.
Infringement of copyright occurs when a copyrighted work is reproduced, distributed, performed, publicly
displayed, or made into a derivative work without the permission of the copyright
owner.
Copyright Infringer is anyone who violates any of the exclusive rights of the copyright owner is an
infringer of the copyright or right of the author.
Copyright infringement s another term for piracy or the theft of someone’s original creation, especially if the
one who stole recoups the benefits and not the creator of the material. It should also
be noted that the exclusive rights given are generally subject to a number of
limitations and exceptions, aimed at fine-tuning the 6 balance that has to be found
between the legitimate interests of right holders and of users
Fair use In the United States, the principle of fair use lets you use a copyrighted work in a
“transformative” way so that what you create is substantially different and not
derivative of the original, “for purposes such as criticism, comment, news reporting,
teaching (including multiple copies for classroom use), scholarship, or research, is not
an infringement of copyright.”
fair use is affected by factors of purpose, nature, amount, and effect
Purpose You are inspired by Marvel's comic superhero Black Panther. You draw your own
original version of the character and use it to make a T-shirt. This is likely fair use. If
you copy the original Black Panther image onto a Tshirt and try to sell the T-shirts,
that is not fair use and would be a copyright infringement.
Nature If you are writing a research paper and want to use a quote from an article or book to
support your ideas, this is fair use. You need to provide a citation for the author/work.
Using informational works such as news, magazines, scholarly books, and articles is a
better case for fair use because it encourages the spread of ideas and benefits the
public.
Amount If you are creating a video for a school project, and a documentary by National
Geographic supports your ideas, you can argue fair use by using a short clip from the
movie. And because it's for school, you have a more compelling argument for fair use.
Effect Copying a still image from a movie and making it into a meme as a parody or
commentary is typically an argument for fair use. The meme would 7 likely not have a
negative effect on the sales or performance of the movie. (In this case, the meme
uses a small amount of the original work, is used for noncommercial purposes, and is
transforming the original work into something different.)