INTRODUCTION TO MEDIA AND INFORMATION LITERACY

Communication - the process of sharing and conveying messages or information from one person to another
within and across channels context media and cultures, McCormack in 2014

Verbal Communication - described as an interaction in which we are using our words to relay a message
through speech or with the use of our voices.

Non-Verbal Communication - is described as an interaction where behavior is used to convey and represent
meanings

Information - described as process data and or knowledge derive from study experience instruction signals or
symbols.

- these are things that we gather from the world around us

- these are learnings based on our experiences based on our studies based on what we could absorb from
different sources

Media - described as the channels or ways we use to transmit or communicate messages.

- in other words, or in simpler terms we simply refer to media as communication tools.

Technology - described as the application of scientific knowledge to the practical aims of human life or to
change and manipulate the human environment.

- technology are advancements developments brought about by time that help better the lives of humans
- it often makes us work easier, understandings easier, learn easier and so on and so forth-
- in short it is development that aims to improve the quality of our lives

let us now try to relate these three terms, these three important terms to the concept of communication relating it
to communication

Information simply answers the questions

-what do we communicate?
-again, these are the messages these are the pieces of thoughts ideas that we have learnings that we have
knowledge that we have that we try to relate to other people or transmit to other people

Media, on the other hand in relation to communication could answer the question
-how do we communicate?
-how do we transmit these messages?
-what are the ways that we are using to relay the messages that we want relate?

Technology, last but not the least in relation to communication could answer the question
-what can we use to communicate better
-what specific tools can we use
-what specific developments in our society or improvements in our society could
 we use to communicate better or to improve the communication process in such a way as well
that we could understand each other better

Literacy - described as our ability to identify, understand, interpret, communicate, and compute using printed
and written materials associated with varying content.

According to UNESCO in 2004 and then reiterated in 2017, literacy involves a continuum of learning, meaning
it's not ending with the simple processes of reading and writing, it doesn't end at knowing how to read and write
literacy must also help us become better members of the society and how do we do that, according to UNESCO,
literacy must enable individuals to

-one achieves their goals

-second to develop the knowledge that they already have and the potential that they already have
and of course
-last but not the least to become only participative in the community and the wider society

Information Literacy - described as your ability to recognize when information is needed and to locate
evaluate actively use and communicate information in its various format.

meaning when you are presented with information or when you have access to information
-do you know what to do about it
-do you know how to utilize it
-do you know how to maximize the power of information

Media Literacy - described as our ability to access analyze evaluate and communicate information that is given
in a variety of information could be received could be picked up from many different forms or types including
print and non-print messages.

Media Literacy - described as our ability to synthesize or summarize then produce mediated messages.

Media Literacy involves

-how well do we understand
-how well can we maximize information that is presented to us in different medium or formats

Technology Literacy - involves skills to responsibly use appropriate technology in order for you to access
synthesize, evaluate, communicate and create information to solve problems and improve learning in all subject
areas or in any profession or field.

Media and Information Literacy - according to the Moscow, declaration on media and information literacy in
2012

Media and Information Literacy - a combination of knowledge, attitudes, skills and practices.

Meaning, there are many different things involved in media and information literacy, and it is required
for us to access, analyze, evaluate, use, produce and communicate information and knowledge not only in a
creative manner but also in legal and ethical ways that respect human rights

So, it's responsibly using media literacy, information literacy, and technology literacy all the things that
we know about those three concepts we combine them in order to have or to be media and information literally.
 Similarly, UNESCO also emphasized in 2016 that media and information literacy is essential because
having media and information literacy or possessing MIL actually helps us to become better members of the
society that we are living in right now.

How does it enable us to become better members of the society?

-it helps us to contribute information and media content wisely we learn proper discernment in terms
of using information and media
-we also become aware of our very own rights especially our rights when we deal with things online
similarly there are certain issues that we learn how to deal with we learn how to process those issues because
we have a good understanding of what those issues are about and how we could combat or fight those
things.
-MIL helps us engage with media and different forms of technology in order to promote equality free
expression intercultural and interreligious dialogue peace etc.

Why do we have to study media and information literacy and why do we need to possess that particular
skill mil or media and information literacy?

Gives people an understanding of the importance of media and other information providers in order for
us to;
-make informed decisions know how to critically decide on things
-it also helps us learn about the world around us
-build a sense of community
-maintaining public discourse
-engaging in lifelong learning

MIL also spurs its citizens to become active producers of information meaning we become good sources
of information.

MIL also incites people to use new and traditional media for self-expression creativity and greater
participation not only in their immediate community but also in the bigger society that they are involved
in or they are part of could be their country or it could even be the global network.

EVOLUTION OF MEDIA

Pre-Industrial Age - Pre-Industrial Age (Before 1700s) - People discovered fire, developed paper from plants,
and forged weapons and tools with stone, bronze, copper and iron.

EXAMPLES:
Cave paintings (also known as “parietal art”) are numerous paintings and engravings found on cave walls or
ceilings around 38 000 BCE.

Clay tablets are used as a writing medium especially for writing in cuneiform. Cuneiform is one of the oldest
forms of writing. This means of communication was used for over 3000 years in 15 different languages
Papyrus is made from pith of papyrus plant. It is used in ancient times as writing surface to designate
documents written on its sheets, rolled up to scrolls.

Other examples:
• 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

Industrial Age - Industrial Age (1700s-1930s) - 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)
-A printing press is typically used for texts. It is a device that applies pressure to an inked surface resting upon
a print medium (like paper or cloth).

Telegraph - is used for long-distance communication by transmitting electrical signals over a wire laid between
stations.

Motion picture - (also known as film or movie) is series of still photos on film, projected in
rapid succession onto a screen by means of light.

Other Examples:
• Newspaper- The London Gazette (1640)
• Typewriter (1800)
• Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)
• Punch cards

Electronic Age - Electronic Age (1930s-1980s) - 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
• Large Electronic Computers
• Mainframe Computers

Other Examples:
• Television (1941)
• Personal computers - i.e., Hewlett Packard 9100A (1968), Apple 1 (1976)
• OHP, LCD projectors
New Age or Information Age - Information Age (1900s-2000s) - 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:
• Laptop
• Facebook (Social Network)
• Google Meet (Video Chat)

Other 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

FUNCTIONS OF COMMUNICATION IN MEDIA

1. Monitoring Function. This is to inform the citizens on what is happening around them.
2. Information Function. This is to educate the audience on the meaning and significance of the facts.
3. Opinion Function. This is to provide a platform for public political discourse. It is to facilitate public
opinion and expression of dissent.
4. Watchdog Role of Journalism. It denounces the wrongdoing of the government and the private which leads
to increasing of accountability and spearheading positive changes.
5. Channel for Advocacy of Political viewpoints.

INDIGENOUS MEDIA AND OTHER SOURCES OF INFORMATION

Indigenous Media - Indigenous media could also be defined as variety of media expression
conceptualized, produced, and circulated by indigenous people with
information appropriate to their culture.

Indigenous Knowledge is a unique knowledge from a specific culture or society.

Indigenous Communication is the transmission of information through local channels or forms by which the
culture is preserved, handed down and
adapted.

Characteristics of Indigenous Media

• oral tradition of communication
• store information in memories
• information exchange is face-to-face
• information is contained within the border of the community

Forms of Indigenous Media

• Folk or traditional media
• Gatherings and social organizations
• Direct observation
• Records (written, carved, oral)
• Oral instruction

Library - Library is a place where artistic, literary, musical and reference materials such
manuscripts, books, and films are kept for use and not for sale.

Types of Libraries
• Academic Library. This is for Colleges and Universities
• Public Library. This is for cities and towns
• School Library. This is for students from Kindergarten to Grade 12
• Special Library. This is in specialized environment such as hospitals,
• private business and the government

Internet - It is a global computer network providing a variety of information and communication facilities,
consisting of interconnected networks using standardized communication protocols.

Since it is easy to access information from the internet, the following evaluation
• criteria will help you how to assess online resources.
• Currency. It is the timeliness of information.
• Relevance. It is the significance of the information that you need.
• Authority. It is the source of information.
• Accuracy. It is the closeness of the report to the actual data
• Purpose. The reason why it is created.

Skills in determining the reliability of information

1. Check the Author
2. Check the Date of Publication or of update
3. Check for Citations
4. Check the Domain or owner of the site/page.
• .com – commercial
• .gov – government
• .edu – educational
• .org – nonprofit organization
• .mil – military
 TYPES OF MEDIA

Media and other information providers play a central role in information and communication processes.
Nowadays, media become the common outlet of self-expression and creativity. Its huge influence spreads
speedily across the globe. The connection between technological advances and people’s connectivity created a
huge impact on the lives of today’s generation. In this lesson, it will cover all the above-mentioned concepts.

Media is the term we use to refer to different types of media that provide us with important information
and knowledge. Media has always been part of our society, even when people used paintings and writings to
share information. As time passed, people came up with different modes to provide news to the public. Based on
the type of medium, their role may be different, but they all exist to communicate to the audience and affect
their perceptions. Today, we don’t have to travel oceans or wait for a pigeon to get the latest news. The
commonly known types of media are print, broadcast and new media.

PRINT MEDIA

 Print media is consisting of paper and ink, reproduced in a printing process that is traditionally
mechanical.

Types of Print Media

 Newspapers - Printed and distributed on a daily or weekly basis. They include news related to sports,
politics, technology, science, local news, national news, international news, birth notices, as well as
entertainment news related to fashion, celebrities, and movies. Today’s parents grew up with this type of
printed media.

Examples:
The Manila Times
Philippine Daily Inquirer
Manila Bulletin
The Philippine Star
Ilocos Times

 Magazines – A magazine is a periodical publication containing a variety of articles, generally financed

by advertising, purchased by readers, or both. Magazines are typically published weekly, biweekly,
monthly, bimonthly or quarterly, with a date on the cover that is later than the date it is actually
published. They are often printed in color on coated paper, and are bound with a soft cover. It contains
information about finance, food, lifestyle, fashion, sports, etc.

Examples:
Men’s Health
Women’s Health
Yes! Magazine
Forbes Magazine
Cosmopolitan
  Books - A book is a collection of paper, parchment or other material with a piece of text written on
them, bound together along one edge, usually within covers. Each side of a sheet is called a page and a
single sheet within a book may be called a leaf. A book is also a literary work or a main division of such
a work

Books became part of the mass media after the printing process was invented. Now they are in the reach
of almost everyone and could cover any distance on the planet. Their topics are varied and their value
could be judged from the fact that most libraries in the world are due to books rather than other
published material.

When writing systems were invented in ancient civilizations, nearly everything that could be written
upon— stone, clay, tree bark, metal sheets—was used for writing. Alphabetic writing emerged in Egypt
around 1800 BC.
Focused on a particular topic or subject, giving the reader a chance to spread their knowledge about their
favorite topic.

 Brochures - A type of booklet that includes everything about one company – its products, services,
terms and conditions, contact details, address, etc. They are either distributed with the newspapers, or
hand over to people.

 Banners - Used to advertise a company’s services and products, hung on easilynoticed sights to attract
people’s attention.

 Flyers - Used mostly by small companies due to the low cost of advertising. They contain the basic
information about a company, their name, logo, service or product, and contact information, and they are
distributed in public areas.

BROADCAST MEDIA

 Broadcast media refer to media such as radio and television that reach target audiences using airwaves
as the transmission medium.

 This means to communicate or transmit a signal, a message, or content, such as audio or video
programming, to numerous recipients simultaneously over a communication network.

Types of Broadcast Media

 Television - The principal source of information and entertainment for people exposed to mass media. It
is believed to be the most authoritative, influential, exciting medium for reaching very large audience. It
combines visual images, sound, motion and color to achieve viewer’s empathy. It allows development of
creative and imaginative ad messages in a unique way. It is considered intrusive in nature as the
audience have no control over the nature and pace of advertisement.

 Radio - Is a premier mass medium for users and advertisers. It has a wide spread reach and delivers the
ad message to a large number of people across the length and breadth of a country. Commercial
broadcasting is undertaken in major cities even rural areas. It is one of the personal medium and offers
selectivity, cost efficiency and flexibility advantages over other media. Efficiency of radio ad depends
upon the precision of script, accompanying sounds and level of distortion.

NEW MEDIA
  Defines “new media” as “forms of communicating in the digital world, which includes publishing...
most significantly, over the Internet. It implies that the user obtains the material via desktop and laptop
computers, smartphones and tablets. Every company in the developed world is involved with new
media.” PC Magazine

 A term used to integrate the different technologies emerging on one digital platform to organize and
distribute content. Some examples are podcasts, augmented reality, video games, blogs, and wikis. There
are two common characteristics of new media: disseminating the information to several receivers which
is theoretically infinite, in customized ways, depending on the specification for endorsed categories.

MEDIA CONVERGENCE

 Media convergence refers to the merging of different equipment and tools for producing and distributing
news through digitization and computer networking. It allows media texts to be produced and distributed
on multiple media devices. This is also known as technological convergence. Media convergence is the
synergy of communication, computing, and content in the digital world. A smartphone that has a camera,
radio, web browser, video, etc. is an example of converged media.

 Media convergence is the co-existence of traditional and new media; the co-existence of print media,
broadcast media, the Internet, mobile phones, a well as others, allowing media content to flow across
various platforms creating a digital communication environment.

Information may be presented in variety of formats. They may appear in print, broadcast, new as well as
through media convergence. Each media type has its own characteristics as to how information is presented.
Developing literacy in the use of media and information will be of great benefit in determining the reliability,
accuracy, value, authority of the author and timeliness of the information.

MEDIA AND INFORMATION LANGUAGE

Media Language

 Media language denotes how media producers make meaning about a certain medium (advertisement,
TV show, film, etc.) they are producing and how they transfer that meaning to their target audience.
 It allows the audience to convey the meaning of the text through its signs and symbols. These signs and
symbols used in media text do not have a single meaning.
 It is expected that audiences have different interpretations and will use different meaning systems. In
interpreting these signs and symbols, audiences may interpret the media text denotatively or
connotatively.
 Denotative meaning is the literal meaning of the media text while connotative meaning refers to the
various interpretations that the text suggests to the audience which are often associated with their
 culture, values, beliefs, etc. For example, the use of the nonverbal signal “thumbs up” may mean “Job
well done!” in western cultures but it is a rude gesture in some countries in the Middle East.

Media Codes and Conventions

 In interpreting the meaning of the media text, you have to be able to understand two of the most
significant aspects of media and information language – the codes and conventions. Media codes and
conventions are the very foundations of all the existing media. Media codes commonly have an
established meaning, denotation or connotation, to the target audience. Meanwhile, conventions refer to
the possible methods in which codes are organized in a product.

TYPES OF MEDIA CODES

There are three types of media codes: symbolic codes, technical codes, and written codes.

SYMBOLIC CODES

 Symbolic Codes show what is beneath the surface of what we see (ex. objects, setting, body language,
clothing, color, etc.).
 Symbolic codes include the language, dress or actions of characters, or iconic symbols that are easily
understood.
 Symbolic codes are audience-based. The meaning of the product is not based on the product itself but on
the interpretation of the audience. For example, a red rose may be used symbolically to convey romance,
or a clenched fist may be used to communicate anger. A film with a scene waving a white flag
symbolizes “retreat” or “surrender”. In reality, the audience who sees someone waving a white flag may
interpret it the same way.

WRITTEN CODES

 Written Codes refer to the use of language style and textual layout (headlines, captions, speech bubbles,
language style, etc.)
 Written codes are the formal written language used in creating a media product. It includes the printed
language (the text visible with the media frame which is the text you can see within the frame) and the
spoken language which includes the dialogues and even the lyrics of the song.

TECHNICAL CODES

 Technical codes refer to codes specific to a media form alone. The knowledge and connotations of
different camera angles and shots make sense when looking at films and photographs but mean nothing
outside those forms. The technical codes include camerawork (camera operation, positioning, and
movement for desired specific effects), editing (the process of selecting, operating, and ordering images
and sound), audio (expression and utilization of sounds), and lighting (the manipulation of light based
on the target mood).

 Technical Codes are the ways in which equipment is used to tell the story (ex. camera techniques,
framing, depth of fields, lighting and exposure, etc.). Technical codes include sound, camera angles,
types of shots and lighting. They may include, for example, ominous music to communicate danger in a
feature film, or high-angle camera shots to create a feeling of power in a photograph.
CONVENTIONS

Conventions refer to the recognized ways of using media codes. The types of conventions include form
conventions, story conventions, and genre conventions.

TYPES OF CONVENTIONS

Form Conventions - are ways in which the types of media codes are expected to be arranged. For instance, the
title and main casts are expected to appear at the beginning of a movie while the credits are expected to appear
at the end. A number of television series usually begin with a short recap of the previous episode and end with a
preview of the next episode.
Story Conventions - refer to the basic structures of narratives. Examples of story conventions involve narrative
structures, character constructions, and point of view. Genre conventions refer to the common use of the
elements of narratives such as the characters, settings, or themes in a certain type of media.

Genre Conventions - can be formal or thematic and are usually linked to the expectations of the audience.

Media Producers, Stakeholders, And Audience

Aside from media language, media practitioners also look into other elements such as the producers, the
stakeholders, and the audience.

The Media Producers - refer to the people who initiate, plan, and produce media texts. They need to have the
skill in assessing the media texts and a thorough understanding of the target product; and the processes that go
into creating the products.

Meanwhile, the Stakeholders - refer to people or organizations that share the same interests or intentions.

The Audience, - on the other hand, is a significant element in delivering media texts. All media texts are made
with a target audience in mind. Producers conduct an audience analysis before coming up with a media text.
Audience analysis is the process of looking into the demographics (age, gender, social status, etc.) and
psychology (values, beliefs, attitude) of the audience.

Producers also consider the reaction of the audience by looking into the following:

 Audience Engagement. This refers to the reaction of the audience to the media text. Different people
react in varied ways to the same text.
 Audience Expectations. This refers to the anticipation of the audience about the text. Producers may
satisfy or shatter the audience’s expectations.
 Audience Foreknowledge. This refers to the exact information (not expectations) which the audience
brings about the media output.
 Audience Identification. This refers to the connection built by the media text to the audience.
 Audience Placement. This refers to the strategies producers use to make the audience feel that the
media text is made specifically for them.
 Audience Research. This refers to the monitoring of the audience before, during, and after the
production of the media text.
 LEGAL, ETHICAL AND SOCIETAL ISSUES IN MEDIA AND INFORMATION

With the growing online community in this new information age, people must know and understand
their rights and responsibilities as media and information providers and consumers in order to become digital
citizens. Significantly encompassing these rights and responsibilities are the issues of Intellectual Property, Fair
Use, Netiquette, Internet Addiction, and Cyberbullying.

A. INTELLECTUAL PROPERTY (IP)

World Intellectual Property Organization (WIPO), the global forum for intellectual property services,
policy, information, and cooperation, defined Intellectual Property (IP) as referring to the “creations of the
mind, such as inventions; literary and artistic works; designs; and symbols, names, and images used in
commerce” (World Intellectual Property Organization, 2016).

It can be classified into two categories namely;

(1) Industrial Property which includes patents, trademarks, industrial designs and geographical
indications and appellations of origin; and

(2) Copyright which covers literary works (such as novels, poems, and plays), films, music, artistic works
(e.g., drawings, paintings, photographs, and sculptures) and architectural design. Rights related to copyright
include those of performing artists in their performances, producers of phonograms in their recordings, and
broadcasters in their radio and television programs (WIPO, 2016).

In the Philippines, IP is protected under two laws – the Intellectual Property Code (RA 8293) and the
Cybercrime Prevention Act (RA 10175). Both laws protect intellectual property rights, allowing the rightful
creators or owners of patents, trademarks, or copyrighted works to benefit from their own work or creation –
may it be of moral or material interests. Violation of this law or one of the rights is called infringement.

Types of Intellectual Property

1. Copyright - It is a legal term used to describe the rights that creators have over their literary and artistic
works. This covers works ranging from books, music, paintings, sculpture and films, to computer programs,
databases, advertisements, maps and technical drawings (WIPO, 2016). Registration of copyrighted work or
displaying of the copyright symbol may not be mandatory but it is recommended to emphasize that the author is
claiming copyright protection in the work. Nevertheless, the copyright law still protects the creator’s work from
the moment of creation and the owners do not lose this protection.

2. Patent - It is an exclusive right granted for an invention. It provides the patent owner with the right to
consent on the invention or a way for others to use it. In return, the patent owner is responsible for making
technical information about the invention available in the published patent document or in public (WIPO,
2016).

3. Trademark - It is a distinguished sign of goods or services of one enterprise from those of other enterprises.
It can be compared to what craftsmen used in ancient times as “signature mark” on their product (WIPO, 2016).
TM denotes that the owner of the mark is in the process of registration to indicate a claim of ownership, while
® is only used for marks that have been granted registration.

4. Industrial Design - WIPO (2016) defines Industrial design as an ornamental or aesthetic aspect of an item. A
design may consist of threedimensional features such as the shape or surface of an article, or of two-
dimensional features such as patterns, lines, or color. An industrial design right protects only the appearance or
aesthetic features of a product, whereas a patent protects an invention that offers a new technical solution to a
problem. In principle, an industrial design right does not protect the technical or functional features of a
product. Such features could, however, potentially be protected by a patent.

5. Geographical Indications and Appellations of Origin - These are signs used on products possessing
qualities, a status, or characteristics that are essentially attributable to that location of origin. Generally, a
geographical indication includes the name of the place of origin of the goods (WIPO, 2016).

Republic Act No. 8293 or Intellectual Property Code of the Philippines, the copyrighted works are under this
Term of Protection (Source: Official Gazette, 2012, section 213)

Intellectual property is essential in creating a culture of creativity, progress, and innovations as any content
creator’s exclusive rights to their own creation are secured and protected through the IP law. This means one’s
original work cannot be legally copied or used for profit. Otherwise, one can be penalized on grounds of
infringement. Copyright law allows the owner to control access to his or her own work and consequently
provides strong penalties for infringement of owners’ rights. However, the law also includes certain exemptions
to the rule and considerations in the use of the copyrighted materials from the owner’s control, which are under
the doctrine of Fair Use.

B. FAIR USE

Fair use is a legal principle stating that one can use a copyrighted work without a license for the
following purposes: commentary, criticism, reporting, research, and teaching. Furthermore, the copyrighted
material must observe conditions such as
(1) amount and substantiality of the portion taken;
(2) purpose and character of one’s use;
(3) nature of the copyrighted work; and
(4) potential market effect (Stim, 2016).

In general, one must own the majority of the new content, give full credit to the original source, and use
the content for non-profit purposes to consider it fair use. In order to clarify the terms and conditions in
control of the creative work between the author and the general public, one needs permission from the
copyright holder which is called a license. Some content creators choose to license their work more freely
by giving their work a Creative Commons license or even putting their work in Public Domain. These CC
licenses are copyright licenses providing a simple and standardized way to give the public permission to
share and use the creative work. This is easier for both the author and the public compared to an agreement
in traditional licenses which are more restricting. Creative Commons is an American non-commercial
organization that aims to expand the range of creative works available for others to build upon and to share
legally. The organization has released several copyright-licenses known as Creative Commons licenses free
of charge to the public (CreativeCommons.org as cited in Ping, 2016).

C. NETIQUETTE

One of the pressing problems in the digital age is the lack of basic manners in using the Internet.
Seemingly overwhelmed with the liberty one enjoys in digital media, online users tend to forget that they
are still interacting with real people, although in the virtual world or cyberspace. To help minimize mistakes,
 untoward encounters, and unkind experiences online, understanding and applying the rules in Netiquette is
necessary. Netiquette or network etiquette is a set of rules for behaving properly online (Shea, 1997 as cited
in E-Learning Guide on Media and Information Literacy, 2017). Here are the Ten Core Rules of Netiquette
by Virginia Shea.

Simply put, Netiquette reminds you to respect and protect your own privacy, as well as others’. You must
“self-reflect before your self-reveal” (Common Sense Education). In practicing the rules of Netiquette, you
must consider being careful in managing your virtual self and digital footprints, as well as being mindful of data
privacy. Virtual Self is how you present yourself on online platforms. Whatever you say or do on the Internet
can be viewed and others can easily pass judgment without even knowing who you are outside the virtual
environment.

D. DIGITAL FOOTPRINT
Digital footprint is any data record of the things you do online. Anything on the Internet with your name
creates a trail of data about you. This could be information in your personal website, any activity in social
media, your browsing history, online subscription, and the like. Because of this, you must be vigilant in
sharing personal information to avoid potential dangers such sharing may pose. There had been viral videos
with private or sensitive content because their owners could have been careless with their digital footprint.
Your digital footprint can remain on the Internet for life.

E. DATA PRIVACY
Not only virtual self and digital footprint are incorporated in netiquette. Respecting and managing data
privacy is also a responsible behavior on the Internet. The respect should be mutual between the media user
and the producer. Data privacy or the fundamental right of an individual to protect private information from
disclosure to information and communication systems is under Republic Act No. 10173 or the Data Privacy
Act of 2012. If precautionary measures are not observed in sharing personal information, your online
security can be compromised.

F. DIGITAL DIVIDE
As part of being mannerly towards others online, it is also helpful to know that not everyone has the
same access to high-speed internet, or even so, regular digital access, or advanced digital knowledge so we
are called to be understanding, helpful, and polite to the digitally disadvantaged. This digital inequality or
gap between groups in terms of knowledge, usage, and access to ICT due to circumstances like location,
income, and age is called Digital Divide.

D. COMPUTER ADDICTION AND CYBERBULLYING

With the growing industry of digital media, many media users have become vulnerable to improper use
of the Internet. Computer addiction and cyberbullying are not only local problems but they are globally
prevalent. These issues may come Image courtesy to https://www.teachthought.com 14 as a result of an
intention, or a habit that has gone worse. If not addressed, these issues could distress one’s health and
relationships.

a. COMPUTER ADDICTION
A study by Hootsuite and WeareSocial in 2019 finds that the Philippines ranks as the most
internet-addicted country (Zulueta, 2019). The world internet usage index lists the Philippines’ average
time spent on the Internet as 10 hours a day. So, how do we know if we have addiction? Computer
Addiction is the “overdependence or a damaging need to do something on computer or internet” (E-
Learning Guide on Media and Information Literacy). Its impact could be linked to sleep deprivation,
anxiety and even depression. Setting a limit and immersing yourself with outside activity can obviate
addiction. Remember, anything beyond moderation is not good. To put it simply, learning to properly
use digital resources is responsible internet behavior.
 b. CYBERBULLYING
According to UNICEF Poll in September 2019, one in every three young people in 30 countries
has reported being a victim of online bullying (UNICEF, 2019). Cyberbullying is the use of digital
means of communication that could hurt or harass a person. Examples of this are sending hurtful texts or
SNS messages, posting embarrassing photos or videos, and spreading mean or malicious rumors online.
Such act or acts comprise cyberbullying if the offender does them intentionally and repeatedly, and
should be addressed at once. You must always protect your mental health. If cyberbullying happens to
you, do not be afraid to seek help and defend yourself.

OPPORTUNITIES, CHALLENGES, AND POWER OF MEDIA AND INFORMATION

A Powerful Tool
Media and information literacy, an essential component of the Senior High School Curriculum, fosters
equitable access to information and knowledge, which, in turn, open up opportunities. It is a field that deals with
the effects of various mass media. Media and information are a powerful voice of the people to express feelings
and thoughts. People nowadays are already media and information literate, but to engage in a digital society,
one needs to be able to use these tools, and inquire, understand, communicate, and think critically.

A. Opportunities, Challenges, Threats and Risks in Media and Information

Modern professionals, students and adults use online materials to gather the needed information
for any research work. The Internet has made research work easier. Is this a sign of progress? Some
would say that the use of technology is not always a sign of progress. For them, the use of traditional
methods such as government documents, minutes of the meeting, journalistic writings, eyewitness
accounts and other information sources is more effective than the use of modern technology specifically
the “internet”. UNESCO recognizes that the internet holds enormous potential for development. It
provides an unprecedented volume of resources for information and knowledge that opens up new
opportunities and challenges for expression and participation. The principle of freedom of expression
and human rights must apply not only to traditional media but also to the internet and all types of
emerging media platforms, which will contribute to development, democracy and dialogue.
Digitalization and the accessibility of information through a wide range of devices have enormously
increased the information resources available to people. The internet provides numerous and diverse
opportunities towards attaining our goals and objectives in life. It has positive effects in education and in
economic growth. For example, online marketing has become vital to business success, as it has a wider
audience reach. A wider audience reach leads to increased product awareness, which, in turn, results in
higher sales. In education, the use of technology is vital. It makes information sharing convenient. In
addition, educators use it to supplement lessons and to conduct online classes.

I. OPPORTUNITIES

Online Shopping - Through online shopping and by using a web browser, consumers can directly buy goods
over the internet. Consumers may visit the website of the retailer directly or search alternative vendors’
websites using a shopping search engine.

Citizen Journalism - It is the collection, dissemination and analysis of news and information by the general
public, especially by means of internet. Suggested definition of Citizen Journalism from International Media
Support, which references to “untrained” citizens, on page 4 of the document on this link:
https://www.mediasupport.org/wp-content/uploads/2018/03/Zim_IMS-CitizenJournalism-1-1.pdf)

Online Education. - With internet connection, anyone can earn a degree without having to attend face-to-
face class sessions.
 II. CHALLENGES

Age-inappropriate content - With the unabated spread of media, one has to be very careful about access.
There is a wealth of information one can gain from the Internet, but there is also content that is unfit for
children and young people like pornography and violence.

Illegal content - The Internet has also been, and continues to be, used by unscrupulous people to further
their illegal activities, like human trafficking, the use of force, force, fraud, or coercion to obtain a
commercial sex act or labor, and child pornography. Some groups also use the internet to further the ideas of
racism and discrimination.

Privacy invasion and identity theft - Data posted on the Internet may be accessed and used for illegal
activities. Personal information may be willing shared as pictures or text on social media or inadvertently
given by users as part of such offerings as games or surveys. It is important for users to be aware of the risks
before they decide to share their personal data.

A way to get sensitive personal information is phishing. It is the fraudulent attempt to obtain sensitive
information such as username, passwords and credit card details by disguising oneself as a trustworthy
entity in an electronic communication.

III. THREATS AND RISKS OF MEDIA AND INFORMATION

It is stated in the Philippine Constitution that each person has the right to freedom of opinion and
expression. This right includes freedom to hold and express opinions without interference and to seek,
receive and impart information and ideas through any media and regardless of frontiers. With this right, we
can negotiate, chat, and express our opinions and ideas, provided that we show respect to persons whose
opinions differ from ours. Showing respect means listening to others as they explain their respective sides
and trying to understand their perspective and why. We do not have to agree with them. Instead of
dismissing them, we can engage them in a discussion and avoid being aggressive. We can disagree
peacefully. Furthermore, this simply tells us that we should never abuse and misuse our freedom of speech.
Always remember that an opinion is a self-report of feelings or personal judgement accompanied by
responsibility of thought. These are some laws against the abuse and misuse of media and information,
which violate the rights of others and threaten them in some ways.

Libel / Slander - A person commits libel if he/she, with malice, publishes a false statement that is damaging to
another person’s reputation, office, trade, business or means of livelihood. n the Philippine constitution, libel is
a violation of Article 355 of the Revised Penal Code. As stated in this article, libel can be committed in the form
of writing, printing, and other similar means. If the hurtful statement is spoken, the statement is slander. General
example of libel/slander: Spreading false rumors about someone having an extra-marital affair, damaging the
person’s reputation.

Piracy - refers to the unauthorized duplication of copyrighted content that is then sold at substantially lower
prices in the black market. It is illegal under the Cybercrime Law, which states that acquiring any digital copy
of any copyrighted material is punishable by fine from Php 200,000 to Php 500,000 and six to twenty years in
prison. The Intellectual Property Code and the Anti–Camcording Law were previously in place to combat piracy
in the country. Piracy is a form of theft as it takes away from the producers and artists the rightful compensation
due them such as patent/royalty fees, product sales revenues, etc .
In 2011, the Washington-based office of the US Trade Representative (USTR) as one of the world’s
listed Quiapo in Manila among the 21 most “notorious markets” for pirated and counterfeit goods. It was
removed from the list in 2012, but over the years, piracy has proliferated via the Internet, aided mainly by the
ease of access to technology.
Cybercrime Law - The Cybercrime Prevention Act of 2012 (Republic Act No. 10175) covers all other online
anomalies such as identity theft, child pornography, data misuse, cybersquatting and other computer-related and
internet facilitated practices. This law became controversial in 2012-2013 since it also criminalizes libel in the
online world, limiting certain exercises of freedom of expression.

B. Education, Economic, Social and Political Aspects and Influences of Media and Information
Literacy

Media Innovation - What is innovation? It is the process of developing a new method or process or product
that better serves existing uses or start to serve a previously unidentified need. When we talk about media
innovation, it includes the change in several aspects of the media landscape – from the development of new
media platforms to new business models, to new ways of producing media texts changes in other areas such as
education, society, economy and politics. Over time, there are always areas for improvement and advancement
in media. Innovation in media would mean new media associated with telephones and communications,
computers and internet, virtual worlds, website games, humancomputer interface, computer animation and other
related media improvements and advancements.

Influence of Media on Education - Nowadays, media plays a crucial role in strengthening society as it helps us
to know the current societal issues not only locally but also globally. It also enhances the teaching and learning
processes inside the four walls of the classrooms. Media comes in different forms and each form affects the way
people learn and interpret information. Some platforms can be employed to reinforce concepts and spark
discussions, such as short films, written articles, blog postings, and other digital media. Teachers can use
modern technology, such as an interactive Smart Board, to deliver the lessons and activities. However, a piece
of chalk, blackboard, Manila paper and other non-digital or non-interactive interactive instruments like CDs and
DVDs can still be used to aid teachers in conducting lessons if the resources are limited. Various media can be
used in the classrooms to hone critical thinking and problem-solving skills. For instance, a teacher can start and
facilitate a discussion on an opinion article in a blog, asking students whether they agree on the position taken
by the author and why / why not. Indeed, media’s power should be harnessed to educate people – enlightening
people’s minds and training people to form opinions and find solutions to societal problems.

Influence on Society - Media’s power appears unstoppable. Almost everyone is exposed to countless media
images, advertisements, magazines, etc. With the advent of social media like Facebook, Instagram, Messenger,
Twitter, email and the like, we are connected in ways that were not possible before. The communication line is
always open. Because of these, necessary societal interactions, camaraderie, and development of friendships are
facilitated. The way we now deal with people with different personalities, opinions, and ideas, the way we
access information about human life, relationships, education, careers, entertainment, and others, and the way
we do business to promote products and services online are all conducted with modern media. These
interactions are very different from before, when the most prominent forms of media were magazines,
newspapers and books.

Economic Influence - The new media has made it possible for any individual to offer products and services
online. The various media platforms are a means to augment people’s income. It is indeed true that the new
media affect the economic progress and stability of the country. Innovation in media has likewise created new
online jobs opportunities such as tutorials in various subjects, airline booking, art selling, product reviews on
YouTube, blogging, photography and other IT related jobs. Social media was once an expensive platform for
businesses to advertise their products/services. But nowadays, any media-literate person and business entity can
set up his / her/ its own brand to reach people and sell products and services easily.

Political Influence - With the wider internet reach in the Philippines and the corresponding increase in Filipino
social media users, political individuals and parties and government agencies have realized the effectiveness and
power of social media platforms in terms of public communication. Digital Diplomacy, also called E-diplomacy
or Digi diplomacy is a government’s use of social media and information technology to communicate to the
public, especially foreign public. Foreign ministries, embassies and other government agencies have social
media accounts especially on Twitter and Facebook. Spreading information through social media enables to
directly send messages quickly and cost-effectively to the target audiences, without convening a press
conference or sending a press release to news agencies. Because of this, people now have greater participation
on issues facing the country and the world. People have become informed about the subjects they need or want.
Through media reports focusing on the government programs, activities, and issues, the public is informed
about the political affairs and functions of the country. Not all media effects are positive. One of the current
issues about social media on political affairs is the spread of fake news, both locally and abroad. The difficulty
of confirming whether social media news reports are true has led to the abuse of the medium by interest groups
who share half-truths or outright lies, which has led Facebook and Twitter to remove fake accounts and
purveyors of untruths.

CURRENT AND FUTURE TRENDS OF MEDIA AND INFORMATION

MASSIVE OPEN ONLINE COURSE (MOOC)

MOOC is an acronym for Massive Open Online Course. The word “massive” means large number or
amount, “open” means accessible to all, “online” means connected to or available through a system, and
“course” means the act of moving in a path from point to point. Therefore, MOOC refers to a route or pattern of
getting a content or information available through an online system that can be accessed by many people.
MOOC is also described as a pattern for providing https://www.pxfuel.com/en/free-photo-ebzbi 10 learning
information or content online to any person who needs to take up a course with no limit on attendance.

MOOCs are asynchronous web-based courses geared towards enabling several hundreds of students all
over the world to enroll and learn from top world-renowned academic institutions at the same time. MOOCs
deliver content via recorded video lectures, online readings, and online assessments, with various degrees of
studentstudent and student-instructor interactions. Many MOOC-providers offer free courses, which entice more
people to enroll. There are MOOCs that provide certificates of completion to the students; however, most of
them do not count for college credit. The concept of MOOC was invented in 2008 by Dave Cormier, from the
University of Prince Edward Island, for a course offered by the University of Manitoba, "Connectivism and
Connective Knowledge”, (https://whatis.techtarget.com/definition/massively-open-online-courseMOOC).

The learning material or video content used in an MOOC is created by an educational institution, usually
a university or a college that offers such programs. The organization and administration operation of an MOOC
are coordinated by active MOOC platforms (e.g. Coursera and edX). MOOCs were created from the idea of
covering an entire university course online and thereby making it accessible to everyone in the world. The intent
was to "democratize" educational content from elite universities.

Types of Massive Open Online Course (MOOC)

There are two main types of MOOCs:

1. xMOOCs xMOOC stands for eXtended MOOC. - xMOOCs are based on traditional university
course structures and make use of established teaching approaches and materials. Students will
watch pre-recorded lectures, complete required readings, and participate in discussions as produced
and managed by a course instructor or an instructional team from a higher education institution.
 These are typically self-contained and rarely utilize content external to the main content delivery and
learning platform.
2. cMOOCs cMOOC stands for Connectivist MOOC. - cMOOCs are based on the connectivist
learning model that favors collaboration among learners as a form of active learning. Students in
cMOOC work together to locate, evaluate, and contribute to the course content by uploading
materials in the form of tweets, blog posts, wikis and others, to the course using the learning
platform. A cMOOC instructor or instructional team facilitates learning by finalizing, aggregating,
and assessing the students’ contributions to the course.

Advantages of Massive Open Online Course (MOOC)

1. Relax requirements – MOOC can be taken by anyone who is interested in the subject matter and able
to access the course, regardless of age, background, or location.
2. Video format availability - Teaching in a modern video format (not just texts like those that you’d find
in other e-learning courses).
3. Accessibility - learning content from top universities like Harvard, Stanford, etc. can be opened through
online format.
4. Repetition - an MOOC will often run two or three times a year, ensuring that students would not miss
their chance. https://www.igniteengineers.com/mooc-advantages-and-disadvantages/ 12
5. High Quality - MOOCs are led by subject matter experts (SMEs) and supported by teaching assistants,
so that students have access to first-rate educational resources.
6. Feasibility - an MOOC usually requires 1-2 hours of study a week for about 5 weeks, making learning
doable even for busy students.
7. Self-paced - an MOOC enables students to work through the course materials and assessments at their
own pace. 8. Online collaboration- learners across the globe work together on common goals without the
need to meet each other in person.

What are some MOOC platforms? There are already thousands of MOOCs from countless providers
worldwide. Here are the top MOOC platforms.

a. Coursera has over 20 million learners/participants. Courses were created by the universities of Stanford,
Princeton, Yale, London, Munich, Zurich, and many more.
b. EdX has around 10 million learners/participants. Courses were created from Harvard, MIT, Berkeley, and
Oxford, among others.
c. Udacity is created as an MOOC platform at Stanford. Now mostly programming courses in cooperation with
industry partners such as Google, Facebook, or Daimler. Course topics include artificial intelligence and self-
driving cars.
d. FutureLearn is MOOC platform (UK-based) which includes various British and European universities.
Courses offered are shorter in duration compared to others.

UBIQUITOUS LEARNING
Ubiquitous learning is common in the age of information. Since the information in the digital age can be
accessed by anyone, at any given time and place, ubiquitous or an ever-present type learning of learning is
possible.

WEARABLE TECHNOLOGY is seen to be the up-and-coming technology of the future. Wearable

technologies today are smart watches. These watches are worn as a typical wristwatch but do more than just tell
time. Modern smart watches perform the same functions as smart phones.
 Smart watches as a wearable are developed for convenience, but its inability to function as an
independent gadget puts it at a distinct disadvantage.
Another example is Fitness tracker. It is derived from smart watches in form and physical design but
serves health applications. Fitness trackers aim to promote health and wellness among its enthusiasts,
unfortunately, issues in their accuracy have been raised in several reviews.

Virtual Reality (VR) wearable technology is gradually growing in popularity among enthusiasts.
Oculus, a high-end VR headset intended for entertainment has been released to the public on March 28, 2016.
This wearable technology takes users to computer generated worlds and let them experience it as if they were
actually there. Oculus have so far received positive reviews among users. However, concerns were raised about
VR technology’s potential to cause a total disconnect from the physical world.

THE CONCEPT OF 3D ENVIRONMENT

3D or three dimensional in its literal sense refers to anything that has width, height, and depth. The
physical world is an example of a 3D environment. The concept of 3D environment is explored to mimic the
physical world in media. Films are among the most common media offerings that incorporates 3D. 3D films
make objects in their material appear solid to the audience through the illusion of perception. Earlier 3D motion
pictures require audience to glasses with red and blue lenses.

Another notable development is 3D printing. This technology brings digital data and design to the
physical world literally. The concept of 3D bio-printing or 2D printing, using human materials like tissue ad
bones to create organs or body parts that can be theoretically translated to an actual human body aims to solve
that.

THE PAPERLESS SOCIETY

The paperless society is a society where communication is done electronically and all forms of printed
communication have become obsolete. It is characterized by the shift from letters to e-mails, newspapers to
news web pages, books to e-books, and so on.

MEDIA AND INFORMATION LITERATE INDIVIDUAL

Implication of Media and Information

Media and information literate individuals have the ability to find, evaluate, and use reliable
information, and communicate it through various formats and media. Such literacy is important for learning,
making sound decisions and solving problems. The following are some of its effects on the individual and
society:

A. Personal
 It improves the quality of life.
 Communication has been made easier.
 Information has become widely accessible.
 Conducting research has become more convenient
 Long-distance communication between family members have become possible through video calls
or instant messaging.
 It provides entertainment through various cable channels and internet access.

B. Political
 It generates greater political participation.
  In the fields of public service, the media and the government have a longstanding relationship.
 Media keep the public and even the government informed on what is happening in the country,
helping both sectors make political decisions.
 Through media reports of government activities and issues, the public are informed of the political
affairs in the country and are further encouraged to take a more active role in the government.

C. Economic
 It promotes economic opportunities.
 The new media have made it possible for ordinary individuals to offer their materials for
consumption, whether free or paid.
 YouTube, a free video host, is also an advertising medium. Advertisers pay to display their ads
with the videos. YouTube then pays video contributors if their videos get enough views or if their
channels have a high subscriber rate.
 It creates new job opportunities. For example, new positions like social media managers or
multimedia specialists are now indemand. Likewise, programmers for various platforms can easily
find projects or permanent jobs. More specialized jobs lead to higher pay and therefore result in a
better economy.

D. Educational
 Media and information literacy improves learning environment through different interactive media
platforms.
 Reinvention of learning modalities makes knowledge accessible to more people.
 Information can be easily accessed and assessed, thus, making studying convenient for students.
 Learning resources can be easily improvised and customized to suit the aptitudes of different types
of learners.

E. Social
 Media and information-literate individuals form groups that are said to be more cohesive units than
those formed by people who are not, creating a bond that does not only have relational implications
but also create social impact.
 People are being connected in ways that weret possible before.
 Media and information literate people would rarely, if ever, fall victim to fake news and
consequently react to it in a way that would destroy social relationship.
 It allows people to develop camaraderie and interaction.  Different social networks sites like
Facebook and Instagram can be used to build support groups engaging in different advocacies.

F. Professional
 It builds professional networks.
 Looking and applying for a job becomes easy by checking different websites.
 Job hunting becomes convenient for applicants who can share their personal profiles and other
credentials to prospected companies.
 An individual can conveniently work from home through the use of different media.