receiver.

LESSON 1: COMMUNICATION FUNCTIONS OF MEDIA

MEDIA AND INFORMATION ➔ A source of credible
information.
COMMUNICATION ➔ Vehicles that carry messages.
- It plays a pivotal (important) role in ➔ Serves as channels which
human development. people use to send or receive
- Humans have always communicated information.
with one another even before traditional
media were developed. MASS MEDIA
- A type of media used to reach a large
SMCR-E (Rogers & Shoemaker, 1971) 📋 audience.

1. SENDER INFORMATION
a. The one who decides on the - A broad term that is derived from study
information/message to experiences or instructions.
transmit. - Can refer to any facts or details about a
subject that depict meaning to a person.
2. MESSAGE
a. It is the information that the MEDIA AND INFORMATION LITERACY
sender wants to say/send to the
receiver. WILLIAM JAMES POTTER 📋
- Canadian Communication Educator,
3. CHANNEL 2004.
a. An instrument used in - Has a large contribution to media and
delivering the message. information literacy.
- A set of perspectives that depends on the
4. RECEIVER critical thinking of an individual.
a. The person or group of people
to whom the information is
transmitted. INFORMATION What do we
communicate?
5. EFFECT
a. The response of the receiver to MEDIA How do we
communicate?
the information transmitted.
TECHNOLOGY What can we use to
MEDIA INFORMATION communicate better?
- Medius (Latin word) = Middle.
- It is the plural form of medium that
MEDIA LITERACY
refers to the tool people use to mediate
- The ability to identify different types of
or facilitate the transfer of
media and understand the messages they
communication between a sender or a
are sending.
INFORMATION LITERACY
LESSON 2: EVOLUTION OF
- Set of abilities which require individuals MEDIA
to recognize when information is needed
and locate, evaluate, and use it MARSHALL MCLUHAN (1969) 📋
effectively. - Renowned Canadian communication
theorist from the University of Toronto
TECHNOLOGY LITERACY provides a clear story on how media
- The COLORADO Department of evolved through technological
Education (2009) defines it as the ability determinism.
to responsibly use appropriate
technology to improve learning in all TECHNOLOGICAL DETERMINISM
subject areas. - A theory that believes technology is a
steering factor in how a society develops
MEDIA AND INFORMATION LITERACY its structure and values.
➔ Access
➔ Analyze MARSHALL MCLUHAN’S EVOLUTION
➔ Evaluate OF MEDIA
➔ Create media
1. TRIBAL AGE
a. Prevalence of oral
communication.
b. People relied on
face-to-face/word-of-mouth
interactions.
c. People lives in a world of
acoustic space.
d. Auditory senses as a method of
communication.
e. Dominant auditory senses of life
(Oral Society).
f. McLuhan: Tribal people
organized themselves into
groups that work harmoniously.

ACOUSTIC SPACE RATIONAL

SPACE

Uses multiple senses Emphasis by sense of

simultaneously to sight which is
understand the focused and linear.
message.

2. AGE OF LITERACY
 a. Introduction to phonetics. c. Transforming the end users of
b. Lessening the role of other media from being mere
senses. receivers of messages into
c. Writing is a form of linear senders who are also able to
communication. create content themselves.
d. Dominance of sight over
sensory balance. THREE KEYS OF INNOVATION (Dr. W.
James Potter, 2008) 📋
3. PRINT AGE
a. Invention of Gutenberg press or ➔ Affordable personal computer
movable type. ➔ Digitization of information
b. Books were reproduced by ➔ Internet
thousands.
c. Dominance of visual space and
logical thinking.
d. Homogeneity: People spoke and
wrote in the same language.
e. Printed age was dated to the
invention of the movable type
mechanical printing press by
Johannes Guttenberg 📋.
f. Movable Type: The system of
printing and typography that
uses movable components to
reproduce the elements of a
document (usually individual
letters or punctuation).

4. ELECTRONIC AGE
a. Dominance of electronic media.
b. Invention of television
c. Television was the newest form
of media.
d. Global village.

5. INFORMATION AGE
a. Products and services that
provide information or
entertainment using computers
or the internet.
b. Digitally produced as interactive
and requires at least a two-way
communication.
 LESSON 3: INFORMATION Become an
LITERACY information when
they are categorized,
calculated, and
What is INFORMATION? condensed
- Defines as knowledge that a person gets (Davenport and
about someone or something. Prusak, 2000).
- Intelligence, News, Data, Facts.
Ex: The text within a
book.
HIERARCHY AMONG:

INFORMATION LITERACY
- A set of abilities that enables individuals
to recognize when information is
needed; and locate, evaluate, and use
effectively.

“Information is a source of learning and is

considered a benefit; but when unorganized,
unprocessed, and unavailable it becomes a
burden.” - William Pollard 📋

KNOWLEDGE Human understanding ETHICAL USE OF INFORMATION

of a subject matter
derived from
1. PRIVACY
experience, learning,
and thinking. a. A state of being alone or being
away from public attention.
Ex: Storage of this
information within a 2. ACCURACY
memory. a. The correctness of the
information source to the details
INFORMATION Data organized with
relevance and of the information.
purpose, made
meaningful by a 3. PLAGIARISM
person. a. To use the words or ideas of
another person as if they were
Ex: Your your own words or ideas.
consumption of text
as the information.
INFORMATION SKILLS
DATA Unstructured facts - To become an information literate
and figures that create individual, the Chartered Institute of
the least impact on Library and Information Professionals
the receiver or CILIP (2012) suggested that
(Thierauf, 1999).
information literacy skills require an
 understanding of the following: 6. ETHIC AND RESPONSIBILITY OF
USE
1. A NEED OF INFORMATION a. Avoid plagiarism and cite the
a. An information literate proper sources of the copy-
individual must know what kind pasted texts and pictures.
and how much information they
require and why it is needed. 7. HOW TO COMMUNICATE OR
SHARE YOUR FINDINGS
2. RESOURCES AVAILABLE a. Use of footnotes, appropriate
a. This requires the literate writing techniques, and
individual to be resourceful and presentation style are also
know where to find them and important in providing your
when they are appropriate to audience with a wider
use. perspective regarding your
information.
3. HOW TO FIND INFORMATION
a. Information literacy requires the 8. HOW TO MANAGE YOUR
ability to search appropriate FINDINGS
resources effectively and a. Remember to store all gathered
identify relevant information information for future purposes.
from the vast number of It’s so easy to store information
information available. nowadays with cloud storages
such as Dropbox, OneDrive and
4. THE NEEDS TO EVALUATE Google Drive.
RESULTS
a. An individual should be able to AN INFORMATION LITERATE PERSON
triangulate information. CAN:
b. Triangulation is the method ➔ Identify
used to question the validity, ➔ Find
reliability, and accuracy of an ➔ Evaluate
information source to avoid ➔ Apply
possible biases of the source ➔ Acknowledge
information.

5. HOW TO WORK WITH OR EXPLOIT

RESULTS
a. 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.
 LESSON 4: TYPES OF MEDIA ZINE publication
containing articles
and illustrations,
MASS MEDIA typically covering
- Used to reach a large audience. a particular
subject or area of
1. PRINT MEDIA/MEDIUM interest.
a. Involves the use of physical
JOURN A newspaper or
medium such as paper, cloth, AL magazine that
etc. deals with a
particular subject
FORMS OF PRINT or professional
MEDIA/MEDIUM activity.

BOOKS A written or
printed work 2. BROADCAST MEDIA
consisting of a. Used to transmit information to
pages glued reach target audiences using
together along one airwaves as the transmission
side and bound in medium.
covers.

Novel, FORMS OF BROADCAST

Instructional MEDIA
Materials,
TELEVI Receive
Creative Works,
SION broadcasting
Dictionary,
signals and
Encyclopedia,
change them into
Almanac
pictures and
NEWSP A lightweight, sound.
APER serial publication
which comes out Television = Tele
regularly and (Greek for far
contains news on away) and Vision
current issues of (sight)
special or general
RADIO A way to send
interest.
electromagnetic
signals over a
TYPES
long distance, to
Broadsheet: Large
deliver
format with 22/24
information from
inches long.
one place to
another.
Tabloid: Measures
the half size of a TELEPH
broadsheet. ONE
MAGA A periodical FILM Similar to a
 a. Consists of any advertising seen
television show
as it offers a outside of the home, and is
variety of themes primarily grouped into a few
and genres. specific categories.

MOVIE AND TV FORMS OF OUTDOOR

CLASSIFICATION MEDIA
RATINGS ➢ Billboard
➢ MTRCB = Movie and ➢ Bulletin Boards
Television Review and ➢ Wall Paintings
Classification Board
➢ Movie Classification 4. NEW MEDIA
Ratings = G, PG, R13, a. Digital media that are
R16, R18 interactive, incorporating two-
➢ Television way communication.
Classification Ratings =
G, PG, SPG FORMS OF NEW MEDIA
➢ Smartphone
➢ Computer
G Stands for ➢ Internet
General
➢ Social Media
patronage.

PG This means MEDIA CONVERGENCE

that the show - The phenomenon that connects different
requires forms of media together.
Parental
Guidance.
3CS (Tery Flew, 2016)
SPG Strict Parental ➔ Computing
Guidance is ➔ Communication
required as the ➔ Content
show may have
themes that
involve Print Media New Media Broadcast
violence, Media
horror, and
inappropriate
languages that Print + New Media Examples:
are not suitable
➔ Blogs
for young
audiences. ➔ Ebooks
➔ New Portals
R-# A show is
Restricted for a Broadcast + New Media Examples:
particular age. ➔ Online Videos
➔ Online Streaming
3. OUTDOOR MEDIA ➔ Video Conferencing
 INFORMATION SOURCES

INFORMATION SOURCES can be obtained

by:
➔ Human Source
➔ Libraries
➔ Indigenous
➔ Internet

TYPES OF INFORMATION SOURCES

1. PRIMARY
a. An original, uninterpreted, or
first-hand material of
information, created by a person
directly involved in an activity
or an event.
b. Ex: Personal letters, interviews,
speeches, photos, diaries.

2. SECONDARY
a. Provides information obtained
through a number of primary
sources and has undergone
editing or interpretation.
b. Ex: Articles, magazines,
newspapers.

3. TERTIARY
a. Consist of summaries and
collections of both primary and
secondary sources.
b. Only provide overviews of the
original references.
c. Reference materials that list or
summarize ideas or information.

TIME
- One important element to consider in
classifying information sources.

FORMATS OF INFORMATION SOURCES

LESSON 5: MEDIA AND
1. PRINT
 a. The format for printed output, purposes.
defining the character and line
spacing and the areas of the 4. INDIGENOUS MEDIA
page where printing will occur. a. A form of media
b. Ex: Books, newspapers, conceptualized, produced, and
magazines, photographs, circulated by indigenous people
encyclopedia, reports as vehicles for:
➢ Communication
2. NON-PRINT ➢ Cultural preservation
a. Mediums that use electronic ➢ Cultural and artistic
energy for the end user to access expression
content. ➢ Political self-
b. Ex: Library, video, digital determination
documents, compact disks, ➢ Cultural sovereignty
DVDs b. Ex: Folklore, folk music, folk
dances, other indigenous arts
WHERE TO FIND INFORMATION
SOURCES EVALUATING INFORMATION AND
MEDIA
1. LIBRARY
a. A building or room that contains 1. WHAT/WHO IS THE SOURCE OF
a collection of books, INFORMATION?
periodicals, and audio visual a. It is necessary that before you
materials. believe an information, you
must first know what and who
TYPES OF LIBRARIES its information source is.
➢ Academic Typically, an information
(College/University source can be found through a
Library) citation or a bibliography.
➢ School (K-12 Library)
➢ Public 2. WHAT IS THE MEDIUM USED?
➢ Special (Ex: Hospital a. The medium used in presenting
Library) information is also crucial in
evaluating information.
2. DATABASE Triangulation must also be
a. For easy reference, all of its applied in this process.
materials are recorded in their
database. 3. WHAT IS ITS PURPOSE
a. Information sources have
3. INTERNET reasons why they present
a. A global network of computers information: to inform,
that allows computer users persuade, entertain, and
around the world to share advertise.
information for various
4. HOW IS THE INFORMATION
MADE?
a. Text, visual, audio, motion, and
multimedia all have different
styles and guidelines in
production. This is why it is
important to learn, not just how
to evaluate information, but also
produce it
LESSON 6: MEDIA AND
INFORMATION LANGUAGES
.MEDIUM IS THE MESSAGE
- Different media and information sources
use languages that communicate
different messages.
“Media is no longer considered as mere
channels, instead, it is to be considered as the
message itself.” - Marshall McLuhan 📋

MEDIA LANGUAGE
- A method consisting of signs and
symbols used by information producers
to convey meanings to their audiences
(Orlebar, 2009). 📋
- It is a set of technical codes and
conversations to communicate
information (UNESCO, 2016).
- It can be executed as:

WRITTEN Writing styles

and punctuations

VERBAL Diction and stress

NON-VERBAL Gestures and

facial expressions

VISUAL Camera angles

and colors

AURAL Diegetic (raw

sounds in an
audio-video
material like
voices, footsteps,
claps, and
dialogues.

Diegetic Sounds
(sounds that have
been added in the
post-production
stage of the
 material like Applied to the Usually
sound effects, technical area, associated with
music and voice such as length of the type of
overs. television series, content.
films or music
videos.
MEDIA LANGUAGE CAN BE FURTHER
CHARACTERIZED AS CODES AND
CONVENTIONS MEDIA REPRESENTATIONS
- Representation refers to the construction
1. CODES in any medium (especially the mass
a. Systems of signs that are put media) of aspects of reality such as
together to create arbitrary people, places, objects, etc.
meaning (Fiske, 1987). 📋 ➢ Media representations are not
realities of the world, but only
results of a selection process
TECHNICAL SYMBOLIC that highlight some aspects of
CODES CODES
reality and neglect the others
Ways in which Comprising (Croteau and Hoynes, 2003). 📋
materials are objects, setting, ➢ Information producers use
used to tell the body language, media to develop some ideals,
story in a media and actions that or to convey beliefs or
text. signify things principles (Croteau and Hoynes,
more than what is
2003). 📋
Ex: Camera seen by the
angles and audience.
techniques, WHAT IS THE DEFINITION OF REAL?
framing, Ex: Okay sign, - The definition of real is indefinite. They
lighting, thumbs up, body point out that there can never be a real
exposure gesture, color and world, since what many perceive as real
setting are only framed to include certain
components of many-sided reality.
2. CONVENTIONS
a. A practice or technique that is ANALYZING MEDIA
widely used in a field (David REPRESENTATIONS
Croteau and William Hoynes,
2003). 📋 1. DENOTATION
b. The Nun: It is a convention of a. The literal aspect of an
the horror genre that side and information.
back lighting is used to create b. Ex: Multicolored candles light
mystery and suspense- an up a Catholic church’s candle
integral part of any horror stand.
movie.
2. CONNOTATION
TECHNICAL GENRE
SPECIFIC
a. The meaning or interpretation
people associate with an
information.
b. Ex: The candles, both lit and
melted, signify the strong faith
of the Catholics. The candles
symbolize the hope of people
need amid their life storms.