MODULE 1 - INTRODUCTION TO MEDIA AND INFORMATION LITERACY

TOPIC 1: COMMUNICATION

- is the act or process of using words, sounds, signs, or behaviors to express or exchange
information or to express your ideas, thoughts, feelings, etc., to someone else
- the exchange of information and the expression of feeling that can result in understanding
- Every communication involves (at least) one sender, a message and a recipient.
- The transmission of the message from sender to recipient can be affected by a huge range of
things; our emotions, the cultural situation, the medium used to communicate, and even our
location

Two basic types of communications:

1. Verbal Communication
- communication happens through verbally, vocally or through written words
- communicating by voice, by talking

Two types of verbal communication:

a. Oral
- communication happens through word of mouth, spoken words,
conversations, and also any messages or information are shared or
exchanged between one another through speech or word of mouth
Examples: face to face, public speech, news reading, television, radio, telephone
and other media like mobile conversation.
b. Written
- communication happens through any word written or often written sign
which refers the languages used in any medium
Examples: Simply any handwritten, typed, newspaper, printed word documents,
letters, e-mails, social media, books, magazines, theInternet and books.

2. Non-Verbal Communication
- Any communication without word of mouth, spoken words, conversation and
written languages.
Examples: signs, symbols, colors, gestures, body language or any facial expressions, how
we dress or act, where we stand, and even our scent. Traffic signals are also the best
examples for nonverbal communication.
 Process of Communication

Lasswell’s Communication Model (1948)

- developed by communication theorist Harold D. Lasswell (1902-1978) in 1948
- also known as action model or linear model or one-way model of
communication
- regarded as one the most influential communication models.
- primarily designed to analyze mass communication.
- this model is used for interpersonal communication or group communication to
disseminate messages to various groups in various situations.

TOPIC 2: HOW IS COMMUNICATION AFFECTED BY MEDIA AND INFORMATION?

Communication can be affected by external factors or from the environment around us. Like
news, it is timely changing and requires the support of facts and information. And therefore, be affected
by:
Media - the media makes communicating a lot easier than before, there is an internet present
today which enables chatting with friends and families through phone screens. It greatly affects the
distribution of information, it widens the range in just a short time. There are also TV Networks, radios,
that communicate with a large number of people.
Information - it is the supply of communication, it makes talking and sharing opinions with
others much more meaningful and with sense. Information is what we talk about, even the mere thing
that you inform your parents that you are gonna come home late via phone call or chat is giving out
information.
TOPIC 3: MEDIA AND INFORMATION LITERACY

- aims to enable individuals to think critically about the media and the information they consume
by engaging in a process of inquiry.
- According to UNESCO the aim of MIL is to allow individuals to become engaged citizens and
responsible decision-makers by evaluating the source, the context, the message and the
medium within which it is received, considering its representations and its intended audience, as
well as the institutional context from which the message emerges

Six Key Concepts in Media Analysis

1. All media messages are “constructed.”
2. Each medium has different characteristics, strengths, and a unique “language” of
construction.
3. Media messages are produced for particular purposes.
4. All media messages contain embedded values and points of view.
5. People use their individual skills, beliefs and experiences to construct their own
meanings from media messages.
6. Media and media messages can influence beliefs, attitudes, values, behaviors, and the
democratic process.
TOPIC 4: SIMILARITIES AND DIFFERENCES OF MEDIA LITERACY, INFORMATION LITERACY, AND
TECHNOLOGY LITERACY
MODULE 2 - EVOLUTION OF TRADITIONAL TO NEW MEDIA

LESSON 1: EVOLUTION OF TRADITIONAL TO NEW MEDIA

Media fulfills basic roles in our society,one is entertainment. Today, newspapers and news-
oriented television and radio programs made available stories from across the globe, allowing readers
and viewers in London to access voices and videos from our country to neighboring nations. Books and
magazines provide a more in depth look at a wide range of subjects. Similarly, it can be used to monitor
government, business and other institutions.
These are how media and information has evolved throughout history. It is described into four
ages:

EVOLUTION OF MEDIA (AGES)

1. Pre-Industrial Age (Before 1700s)

People discovered fire, developed paper from plants, and forged weapons and tools
with stone, bronze, copper and iron.
Examples are:
● Cave paintings (35,000BC)
● Clay tablets in Mesopotamia (2400 BC)
● Papyrus in Egypt(2500 BC)
● Acta Diurna in Rome (130 BC)
● Dibao in china (2 nd Century)
● Printing Press using wood blocks(220 AD)
● Codex in the Mayan Region(5th century)

2. 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 are:
 ● The London Gazette (1640)
● Typewriter (1800)
● Telephone (1876)
● Motion picture photography/projection(1890)
● Printing press for mass production (19 th century)
● Commercial Motion Pictures (1913)
● Motion pictures with sounds(1926)
● Telegraph
● Punch Cards

3. 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
● Television (1941)
● Large Electronic Computers
● Personal Computers
● Overhead Projector

4. 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:
● Web browsers: Example: Mosaic(1993), Internet Explorer(1995)-is a software
application for accessing information on the World Wide Web.
● Blogs: Blogspot(1999), Live Journal(1999), Wordpress(2003)- a regularly
updated website or web page typically one run by an individual or small group
that is written in an informal or conversational style.
● Social Networks: Friendster(2002), Multiply(2003), Facebook(2004)- this is a
dedicated website or other application which enables users to communicate
with each other by posting information, comments, messages, and images.
● Microblogs: Twitter(2006), Tumblr (2007)
● Video: YouTube(2005)-This is a free video sharing website owned by Google.
● 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

What is Traditional Media?

- is a kind of media long before the birth of the internet.
- include radio, broadcast television, cable and satellite, print and billboards.

What is New Media?

- described as digital channels that have gained popularity in the advertising space for decades.
- Examples are internet-based forms of advertising such as banner ads, social media and apps.

Relationship between Traditional and New Media

Traditional Media and New Media can be used together to make advertising campaigns stronger
than ever. These mediums complement one another,with each playing a vital role. Thus the coexistence
of traditional and new media is calledMedia Convergence

LESSON 2: ROLES AND FUNCTIONS OF MEDIA IN A DEMOCRATIC SOCIETY

1. Channel
- provides opportunities for people to communicate, share ideas, speculate, tell stories
and give information.
- facilitate informed debates between diverse social actors
- provide us with much of what we learn about the world beyond our immediate
experience
- means by which a society learns about itself and builds a sense of community

2. Watchdog
- exposes corrupt practices of the government and the private sector.
- creating a space wherein governance is challenged or scrutinized by the governed.
- guarantees free and fair elections.

3. Resource center
- acts as a gateway of information for the society’s consumption.
- it becomes a keeper of memories of the community, preserver of heritage and source of
academic knowledge.

4. Advocate
- through its diverse sources or formats, it bridges the gap of digital divide.
- Media democracy focuses on the empowerment of individual citizens and promotes
democratic ideals through the spread of information.
 - the media system itself should be democratic in its own construction, shying away from
private ownership or intense regulation.
- Media democracy advocates that corporate ownership and commercial pressures
influence media content, sharply limiting the range of news, opinions, and
entertainment citizens receive.

A media democracy advocates:

● Replacing the current corporate media model with one that operates
democratically, rather than for profit
● Strengthening public service broadcasting
● Incorporating the use of alternative media into the larger discourse
Increasing the role of citizen journalism
● Turning a passive audience into active participants
● Using the mass media to promote democratic ideals

Normative roles of media in democracy

● Monitorial role
- Media democracy organized scanning of the real world of people, status and events,
and potentially relevant sources of information. Under the guidance of relevance,
importance, and normative framework that regulates the public domain, such
information is evaluated and verified. Staying alert and controlling political power. It
provides information to individuals to make their own decisions.

● Facilitative role
- Media democracy uses journalism as a means to improve the quality of public life and
promote democratic forms. It serves as a glue to hold the community together. And It
also enhances the ability and desire to listen to others.

● Radical role
- Going to the "root" of power relations and inequality and exposing their negative
impacts upon the quality of everyday life and the health of democracy. Oppositional to
commercial/mainstream media which tend to protect the interest of the powerful and
fail to provide information that raises critical awareness and generates empowerment.
Cultivating political advocacy motivates engaging in political social democracy.

● Collaborative role
- Collaboration between media and state is always open and transparent.
 MODULE 3 - TYPES OF MEDIA

TOPIC 1. MEDIA

TYPES OF MEDIA

1. Print Media
- refers to paper publications such as books, newspapers, magazines, journals,
newsletters, and other materials that are physically printed on paper.
- At present, some forms of print media have digital versions and are available for
download through applications or websites which are now categorized as new media.
Examples:
● Books
● Newspapers
● Magazines
● Journals
● Newsletters
● Gazette
● Pamphlet
● Brochure
● Leaflet and flyers

2. Broadcast Media
- Consist of programs produced by televise networks and radio stations.
- Contrary to print media, broadcast media airs audio and video materials for the public's
information, interest and leisure.
- Radio, television and films are three forms of broadcast media.
● Radio
● Television
● Film

3. New Media (Internet)

- New media doesn’t necessarily refer to a specific mode of communication. \
- Some types of new media, such as an online newspaper, arealso “old media” in the form
of a traditional printed newspaper.
- Other newmedia are entirely new, such as a podcast or smartphone app.
- New media is any media – from newspaper articles and blogs, music and podcasts – that
are delivered digitally.
- The New Media Institute defines new media as “a catchall term used to define all that is
related to the internet and the interplay between technology, images and sound.”
That's in contrast to “old media,” which PCMag definesasall forms of communication
 that came before digital technology, including“radio and TV and printed materials such
as books and magazines.”
Examples of new media include:
● Websites
● Blogs
● Email
● Social media networks
● Music and television streaming services
● Virtual and augmented reality

Media Convergence

● The coexistence of traditional and new media.

● The co-existence of print media, broadcast media (radio and television), the Internet, mobile
phones, as well as others, allows media content to flow across various platforms.
● The ability to transform different kinds of media into digital code, which is then accessible by a
range of devices (ex. from the personal computer to the mobile phone), thus creating a digital
communication environment.

TOPIC 2: MASS MEDIA AND MEDIA EFFECTS

Mass Media - refers to channels of communication that involve transmitting information

in some way, shape or form to large numbers of people.

Media Effects - are the intended or unintended consequences of what the mass media
does (Denis McQuail, 2010)

MEDIA EFFECTS

1. Third-Party Theory
- People think they are more immune to media influence than others.

2. Reciprocal Effect
- When a person or event gets media attention, it influences the way the person
acts or the way the event functions.
- Media coverage often increases self-consciousness, which affects our actions.

3. Boomerang Effect
- refers to media-induced change that is counter to the desired change

4. Cultivation Theory (George Gerbner)

 - states that media exposure, specifically to television, shapes our social reality by
giving us a distorted view on the amount of violence and risk in the world

5. Agenda-setting Theory (Lippmann/ McCombs and Shaw)

- process whereby the mass media determine what we think and worry about
and public reacts not to actual events but to the pictures in our head, created by
media
6. Propaganda Model of Media Control (Herman & Chomsky)
- this model tries to understand how the population is manipulated, and how the
social, economic, and political attitudes are fashioned in the minds of people
through propaganda.

TOPIC 3. FAKE NEWS, MISINFORMATION & PROPAGANDA

● Fake news
- it seeks to supplant the news, to sway its audience to believing all sorts of untruths and
conspiracy theories, the more bizarre, the better. Fake news is not a humorous
comment on the news.
● Misinformation
- false or inaccurate information, especially that which is deliberately intended to deceive
● Propaganda
- the dissemination of information—facts, arguments, rumors, half-truths, or lies—to
influence public opinion.
 MODULE 4 - MEDIA AND INFORMATION SOURCES

Introduction to Media and Information Sources

Information can come from virtually anywhere- media, blogs, personal experiences, books and
magazine articles, experts, opinions, encyclopedias, and web pages- and the type of the information you
need will change depending on the question you are trying to answer.

Information Source
- a source of information for somebody, for example anything that might inform a person about
something while providing knowledge to somebody.
- may be observations, people speeches, documents, pictures, organizations,etc.
- includes the internet, newspapers, journals, transcripts from radio or TV programmes, leaflets,
photographs and other artifacts(man-made objects).

● Primary sources
- original materials such as artifacts, documents, recordings and other sources of
information that were produced during a particular period in history.
- considered as first hand accounts

● Secondary Sources
- documents made after an event has taken place.
- gives second hand accounts about a particular event, person, or information

● Sources Of Media and Information

a. Indigenous
b. Library
c. Internet
d. Others

A. INDIGENOUS MEDIA
- defined as forms of media expression conceptualized, produced, and circulated by indigenous
people around the globe as vehicles for communication including cultural preservation, cultural
and artistic expression, political self-determination and cultural sovereignty.
- are owned, controlled and managed by indigenous peoples in order for them to develop and
produce culturally appropriate information in the languages understood by the community by
utilizing indigenous materials and resources, reflecting community needs and interest, visions
and aspirations, and independent from vested interest groups.
- channels for change, education, and development because of its direct access to local channels.
Ignoring indigenous media and information can result in development and education programs
that are irrelevant and ineffective.
 ● Indigenous knowledge
- unique to a specific culture or society, most often it is not written down.

● Indigenous communication
- transmission of information through local channels or forms.
- a means by which culture is preserved, handed down, and adapted.

● Indigenous media and information

- original information created by a local group of people.
- refers to content about indigenous peoples that may be distributed through dominant
forms of media or through forms of communication unique to their people group.

Forms of indigenous media and their local examples:

a. Folk or traditional media
b. Gatherings and social organizations
c. Direct observation
d. Records - may be written, carved, or oral
e. Oral instruction

Characteristics of Indigenous Media:

➢ This is an oral tradition of communication.
➢ It stores information in memories
➢ Information exchange is face-to-face
➢ Information are contain within the border of the community

Importance of Indigenous media and information

- Popular media cannot reach some rural areas. While print, broadcast, and new media
have a wide reach, there are still areas that these forms of media have not reached.
- Indigenous media and information are highly credible because they are near the source
and are seldom circulated for profit.

B. LIBRARY
- a place to read any published materials like books, etc.
- are often classified in four groups, namely: academic, public, school and special. These libraries
may be either digital or physical in form.

Types of Library
● Academic library
- a library that is attached to a higher education institution and serves two
complementary purposes: to support the curriculum and to support the research of the
university faculty and students.
 ● Private library
- accessible by the general public and is usually funded from public sources such as taxes
and it is operated by librarians.

● School library
- a library within a school where students, staff, and often, parents of a public or private
school have access to a variety of resources.
● Special library
- provides specialized information resources on a particular subject, serves a specialized
and limited clientele, and delivers specialized services to that clientele.

Characteristic of Libraries in terms of reliability, accuracy and value

❖ Libraries of published books are considered highly reliable, accurate and valuable.
❖ Books and documents from dominant sources are often peer reviewed.
❖ There are certain skills in accessing information from libraries due to the wealth of information
in a library, it is important to know the following:
➢ The access tool to use
➢ How the information being accessed may be classified
➢ The depth of details required- some library provide only an abstract of the topic
➢ More detailed information might require membership or some conformity to set rules
of the source (databases).

C. INTERNET
- a global network providing a variety of information and communication facilities, consisting of
interconnected networks using standardized communication protocols.
- has a wide variety of information but must evaluate websites carefully.
- a vast chain of computer networks in which anyone who has access to a computer with internet
connection can publish their documents. All of these networks are linked together via digital
technology. Thus, the internet allows transmission of a variety of file types, both written and
non-written multimedia.

Source of Information (Internet)

1. Popular Publications
- Most of what rules in print and non-print media are popular publications with the
general public as its target audience.
- Included under this category are journalistic articles, feature articles, manuals, flyers,
fact sheets, and even blogs by netizens. Reporters, journalists, or anyone for that
matter, can publish publications.
- We turn to popular publications to have a pulse of popular opinion, or to get
entertained, or to simply gain information regarding a popular subject.
2. Trade Publications
 - combine popular appeal and specialized knowledge it also needs to attract the non-
specialists who are the potential consumers or users of a particular product.
3. Scholarly Publications
- are well researched articles found mostly in academic journals and published for the
specialists of a specific field.
- the language is very technical because it is geared toward the consumption of
specialists, scholars, and those seeking research-based information on a particular area
of knowledge such as the social sciences, the natural sciences, and the arts and
humanities.

Who puts information on the Internet?

- Anyone can publish anything they wish on the internet.
- It is often difficult to determine authorship of web sources, and even if the author is listed, he or
she may not always represent him or herself honestly. Because information available on the
internet is not regulated for quality and accuracy; therefore it is particularly important for the
individual internet user to evaluate the resource of information.

Sites you may visit on the internet

There are many kinds of internet sites that you might find during the course of a search-sites
created by different people or organizations with different objectives. The three-letter code presented
by a dot (.), simply known as the domain, gives you a fairly good idea of who is publishing the internet
site.

Domain Names and their Equivalent

.edu - Educational Institution

- may contain carefully processed and
reviewed information though it may not
represent the individual views of the
academic personnel.

.com Mostly commercial entities, some of which are

profit-oriented

.org Non-profit organizations

.gov Government organizations

.net Internet service providers

D. OTHER SOURCES OF MEDIA AND INFORMATION

● Books
- are in depth, detailed coverage of a topic and background information.
- one of the best sources of information.
- considered as top sources of knowledge because they provide unlimited facts to the
readers.

● Articles
➢ Scholarly Journals - up to date and highly specific for scholars and researchers.
➢ Trade Publications - targeted towards professionals in a discipline or industry.
➢ Magazines - a broad summary of issues for a general audience

● Newspapers - are up to date, national and regional information for a general audience.

Evaluating Information Sources

● Reliability of information - information is said to be reliable if it can be verified and evaluated.

Others refer to the trustworthiness of the source in evaluating the reliability of Information.

Reliable sources have this:

➢ ISSN (lnternational Standard Serial Number) - an eight digit serial number used
to uniquely identify a serial publication, such as a magazine.
➢ ISBN registration (International Standard Book Number) - a numeric
commercial book identifier which is intended to be unique. The ISBN identifies
the registrant as well as the specific title, edition and format. ISSN or ISBN
registration ensures that standards were followed in producing these materials.

● Accuracy of information
- refers to the closeness of the report to the actual data.
- Measurement of accuracy varies, depending on the type of information being evaluated.
Forecasts are said to be accurate if the report is similar to the actual data.
- Financial information is considered accurate if the values are correct, properly classified,
and presented
● Value of information
- Information is said to be of value if it aids the user in making or improving decisions.
● Authority of the source
- Much of the information we gather daily do not come from a primary source but are
passed on through secondary sources such as writers, reporters, and the like.
- Sources with an established expertise on the subject matter are considered as having
sound authority on the subject.
 ● Timeliness
- Reliability, accuracy, and value of information may vary based on the time it was
produced or acquired.
- While a piece of information may have been found accurate, reliable, and valuable
during the time it was produced, it may become irrelevant and inaccurate with the
passing of time (thus making it less valuable).
- Other information may be timeless, proven to be the same in reliability, accuracy, and
value throughout history.

Skills in Determining the Reliability of Information

● Check the author. The author's willingness to be identified is a good indication of reliability.
● Check the date of publication or of update. While the information may be true, it may not be
reliable if it is outdated and may have lost relevance.
● Check for citations. Reliable authors have the discipline of citing sources of their information.
● Check the domain or owner of the site or page. The domains .edu and .gov are reserved for
academic institutions and the government respectively. Information from such sites are
presented with caution and are usually well-grounded. Site owners may have an agenda that
affects the manner by which information is presented.
● Check the site design and the writing style. Credible sources take time to make their
information accessible and easy to comprehend.

Skills in Determining Accurate Information

● Look for facts.
● Cross-reference with other sources to check for consistency.
● Determine the reason for writing and publishing the information. Check if the author is objective
or leaning heavily on a certain point of view.
● Check for advertising. Advertisers may use related information to market their product

ALTERNATIVE MEDIA
- include social media, blogs, and flash mob performances.
- provide greater freedom and power to ordinary individuals and are a quicker way of distributing
information.
- The downside is that a lot of the information being passed around is biased and inaccurate.
 MODULE 5 - MEDIA AND INFORMATION LANGUAGES

LESSON 1: CODES, CONVENTIONS AND MESSAGES

All media messages are constructed using a particular set of codes and conventions. When we
say media messages are constructed using codes and conventions, we mean that every media product
we encounter is a coherent body with its own rules.

What is Language?
- pertains to the technical and symbolic ingredients or codes and conventions that media and
information professionals may select and use in an effort to communicate ideas, information
and knowledge.

Media Languages
- is the way in which the meaning of a media text is conveyed to the audience, and one of the
ways media language works is to convey meaning through signs and symbols suggested by the
way a scene is set-up and filmed.
- These are codes, conventions, formats, symbols and narrative structures that indicate the
meaning of media messages to an audience.
- includes repeated use of particular words, phrases and images, verbal or visual language.
Example: Television uses verbal and written language as well as the languages of moving images
and sounds.
- how the media communicates to the audience

Types of Media Languages

● Written Language - print based media, text (captions for photographs). This language generates
meaning.
● Verbal Language - context is generated for the audience. This is used in television, radio and
film.
● Non- Verbal - uses body language : gestures and actions.
● Visual and Aural - Aural is the use of sounds. Which help creates a scene and construct
environment

Codes, Conventions and Messages

Media codes, conventions, languages and messages refers to the conventions, formats, symbols
and narrative structures which indicate to an audience the meaning of media messages. Symbolically,
the language of electronic media works in much the same way as grammar works in print media.

A. CODES
- are systems of signs, which create meaning.
 - the study of signs is called Semiotics.

TYPES OF CODE

1. Technical Codes
- are ways in which equipment is used to tell the story (camera techniques, framing,
depth of fields, lighting and exposure, etc.).
- includes sound, camera angles, types of shots and lighting.
- 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.
➢ Camera angles (positioning, movement, framing exposure, lens choice)
➢ Sounds like music, sound effects and dialogue.
➢ Lighting is the manipulation of natural or artificial light to selectively highlight
specific elements of the scene. Elements of lighting include quality, direction,
source and color.

Camera Techniques (Basic Camera Shots Sizes)

★ Extreme Wide Shot (e.g. a view of scenery as far horizon)
★ Wide Shot/long shot(e.g. a view of situation or setting from a distance
★ Medium Long Shot/Medium Wide Shot -Shows a subject down to his or her waist with a
space above to his or her head.
★ Medium Close-up- Shows a subject down to his or her chest with a space above to his or
her head.
★ Close-up-A full screenshot of a subject's face.

2. Symbolic Codes
- show what is beneath the surface of what we see (objects, setting, body language,
clothing, color etc.).
- includes the language, dress or actions of characters, or iconic symbols that are easily
understood. For example, a red rose may be used symbolically to convey romance or
love, or a clenched fist may be used to communicate anger.
- Symbolic codes in media include setting, mise en scene, acting and color.
★ Setting - is the time and place of the narrative.
- can be as big as the outback or space or as small as a specific room.
★ Mise en scene - a french term that means 'everything within the frame', simply
means the description of all the objects within a frame of the media product
and how they have been arranged(Set Design, Costume, Props, staging and
composition.
★ Acting - ways on how actors portray characters in media products. Actors
portray roles through facial expression, body language, vocal qualities,
movement and body contact.
 ★ Color - has highly cultural and strong connotations.

3. Written Codes
- is the use of language style and textual layout (headlines, captions, speech, bubbles,
language style, etc.)
- formal written language used in a media product.
- This code includes printed language(text) and spoken language(dialogue and song
lyrics).
❖ Headline - text indicating the nature of the article below it.
❖ Photo Captions - also known as cutlines, are a few lines of text used to explain
or elaborate or publish photographs.
❖ A comic strip is a sequence of drawings arranged in interrelated panels to
display brief humor or form a narrative, often serialized, with text in balloons
and captions.

B. CONVENTIONS
In the media context, it refers to a standard or norm that acts as a rule in governing behavior.
- are accepted ways of using media codes and closely connected to the audience expectations of
a media.
- Different types of conventions include:
● Form conventions - are ways we expect types of media codes to be arranged (example:
video game starts with a tutorial to explain the mechanics of how the game works).
● Story Conventions - are common narrative structures and understandings that are
common in storytelling(examples: narrative structures, cause and effect, character
construction and point of view)
● Genre Conventions - are common use of tropes, characters, settings or themes in a
medium. Simply as audience expectations it can be formal or thematic.

C. MESSAGES
- are the information sent from a source to a receiver.
- While the medium may affect how messages are received, the users'/audiences' own
background/ experience may also affect the interpretation of messages. Each medium has its
own language or grammar that works to convey meaning in a unique way.

Form/Style pertains to tone, mood, color, font types, space, speed, direction, balance,
repetition, emphasis, movement, rhythm, unity, contrast, proportion, alignment,proximity, pattern and
others.

Medium/format can pertain to the platform to present output (handwritten, Blogs,

Presentation, others)
Lesson 2: Audience, Producers, and other Stakeholders

● Audience
- are the group of consumers for whom a media message was constructed as well as
anyone else who is exposed to the message.
- have a complex relationship with the products they consume.
- Media producers intend audiences to read their product in a certain way but in actual
fact everyone reads and enjoys a product differently due to the individual's background
and lifestyle. They consume different types of media at any one time like listening to an
iPod, watching TV, Chatting on the internet.

● Producers
- the people engaged in the process of creating and putting together media content to
make a finished media product

● Other Stakeholders
- are libraries, archives, museums and the internet and other relevant information
providers.

Who are consumers and producers of media?

Consumers of media are the audience while producers of media are the providers. They are
both stakeholders.
 MODULE 6 - INTELLECTUAL PROPERTY, COPYRIGHT AND FAIR USE
GUIDELINES

TOPIC 1. INTELLECTUAL PROPERTY

- Intellectual Property (IP) refers to creations of the mind, such as inventions; literary and artistic
works; designs; and symbols, names and images used in commerce.
- IP is protected in law by, for example, patents, copyright and trademarks, which enable people
to earn recognition or financial benefit from what they invent or create.
- By striking the right balance between the interests of innovators and the wider public interest,
the IP system aims to foster an environment in which creativity and innovation can flourish.

Types of Intellectual Property (IP)

1. Copyright - a legal term used to describe the rights that creators have over their literary and
artistic works

Example of works commonly protected by copyright throughout the world:

a) literary works such as novels, poems, plays, reference works, newspaper articles;
b) computer programs, databases;
c) films, musical compositions, and choreography;
d) artistic works such as paintings, drawings, photographs, and sculpture;
e) architecture; and
f) advertisements, maps, and technical drawings.

Two types of rights under copyright:

1. Economic rights - allow the rights owner to derive financial reward from the use of their
works by others; and
2. Moral rights - protect the non-economic interests of the author.
 Copyright infringement
- is the use or production of copyright-protected material without the permission of the
copyright holder.
- means that the rights afforded to the copyright holder, such as the exclusive use of a
work for a set period of time, are being breached by a third party. Music and movies are
two of the most well-known forms of entertainment that suffer from significant
amounts of copyright infringement.
- Infringement cases may lead to contingent liabilities, which are amounts set aside in
case of a possible lawsuit.

2. Patent
- an exclusive right granted for an invention.
- a patent provides the patent owner with the right to decide how - or whether - the
invention can be used by others. In exchange for this right, the patent owner makes
technical information about the invention publicly available in the published patent
document.

3. Trademarks
- a sign capable of distinguishing the goods or services of one enterprise from those of
other enterprises.
- ™ means the owner of the mark has common law rights even though the mark has not
been registered while the ®, on the other hand, is only used for marks that have been
granted registration.

4. Industrial Design
- constitutes the ornamental or aesthetic aspect of an article.
- may consist of three-dimensional features, such as the shape or surface of an article, or
of two-dimensional features, such as patterns, lines or color.
- applied to a wide variety of products of industry and handicraft items: from packages
and containers to furnishing and household goods, from lighting equipment to jewelry,
and from electronic devices to textiles.
- may also be relevant to graphic symbols, graphical user interfaces (GUI), and logos.

5. Geographical Indications and Appellations of Origin

- are signs used on goods that have a specific geographical origin and possess qualities, a
reputation or characteristics that are essentially attributable to that place of origin.
- Most commonly, a geographical indication includes the name of the place of origin of
the goods.

6. Trade Secrets
- are IP rights on confidential information which may be sold or licensed.
 - The unauthorized acquisition, use or disclosure of such secret information in a manner
contrary to honest commercial practices by others is regarded as an unfair practice and
a violation of the trade secret protection.
- Encompass both technical information, such as information concerning manufacturing
processes, pharmaceutical test data, designs and drawings of computer programs, and
commercial information, such as distribution methods, list of suppliers and clients, and
advertising strategies.
- Other examples of information that may be protected by trade secrets include financial
information, formulas and recipes and source codes.

TOPIC 2: PLAGIARISM
- presenting someone else's work or ideas as your own, with or without their consent, by
incorporating it into your work without full acknowledgement.
- All published and unpublished material, whether in manuscript, printed or electronic form, is
covered under this definition.

Types of Plagiarism:

A. Sources Not Cited

1. "The Ghost Writer"

- writer turns in another's work, word-for-word, as his or her own.
2. "The Photocopy"
- writer copies significant portions of text straight from a single source,
without alteration.
3. "The Potluck Paper"
- writer copies from several different sources, tweaking the sentences to
make them fit together while retaining most of the original phrasing.
4. "The Poor Disguise"
- the writer has altered the paper's appearance slightly by changing key
words and phrases.
5. "The Labor of Laziness"
- writer takes the time to paraphrase most of the paper from other
sources and make it all fit together.
6. "The Self-stealer"
- writer "borrows" generously from his or her previous work.

B. Sources Cited
1. "The Forgotten Footnote"
- writer mentions an author's name for a source, but neglects to include
specific information on the location of the material referenced.
 2. "The Misinformer”
- the writer provides inaccurate information regarding the sources,
making it impossible to find them.
3. "The Too-Perfect Paraphrase"
- writer properly cites a source, but neglects to put in quotation marks on
text that has been copied word-for-word, or close to it.
4. "The Resourceful Citer"
- Writer properly cites all sources, paraphrasing and using quotations
appropriately. The catch? The paper contains almost no original work!

What about images, videos, and music?

Using an image, video or piece of music in a work you have produced without receiving proper
permission or providing appropriate citation is plagiarism.
The following activities are very common in today's society. Despite their popularity, they still
count as plagiarism.
● Copying media (especially images) from other websites to paste them into your own papers or
websites.
● Making a video using footage from others' videos or using copyrighted music as part of the
soundtrack.
● Performing another person's copyrighted music (i.e., playing a cover).
● Composing a piece of music that borrows heavily from another composition.

TOPIC 3. FAIR USE

- means you can use copyrighted material without a license only for certain purposes.

These include:
● Commentary and Criticism
● Parody - A parody is a work that ridicules another, usually well-known work, by imitating
it in a comic way
● Reporting
● Research
● Teaching

Guidelines for Fair Use

1. A majority of the content you create must be your own.

To return to the example above, it's probably fair use to include a few relevant photos
to support your ideas in a blog post, presentation, or research paper. However, using these
same photos in a project with only a few lines of commentary might not be fair use. As another
example, let's imagine you found a useful tutorial you wanted to feature on your blog. Including
 one tip from the tutorial would be fair use. Simply republishing the entire tutorial would not be
fair use, even if you linked to the original source.
2. Give credit to the copyright holder.
In order for something to be fair use, you must give full credit to the person who
created it. This includes the creator's name, as well as other information that will help people
find the original work or source. For example, if you adapt a recipe that was originally published
on a cooking website, you should include a link to the original page. For more help citing your
sources, review Avoiding Plagiarism.
3. Don't make money off of the copyrighted work.
In general, it's much easier to claim fair use when you're using the copyrighted material
for noncommercial purposes. While posting images of your favorite TV shows and adding funny
captions and commentary might be considered fair use, selling these images on T-shirts would
not.

Creative Commons
cc - Is an American non-profit organization devoted to expanding the range of creative works
available for others to build upon legally and to share. The organization has released several copyright-
licenses known as Creative Commons licenses free of charge to the public

Attribution: You must credit the creator.

Non-Commercial: You can't make a profit.
No Derivative Works: You can't change the content.
Share Alike: You can change the content, but you have to let other
people use your new work with the same license as the original.
 MODULE 7: DIGITAL DIVIDE, ADDICTION, AND BULLYING

TOPIC 1. DIGITAL DIVIDE

- refers to the economic, educational, and social inequalities experienced by those who cannot
afford to have computer and Internet access.
- pertain to the gap on the kind of information which can be accessed, and the available form of
communication that is allowed to be distributed.

Three types of digital divides:

1. access divide – based on the difference between individuals with access and those
without access to ICTs;
2. used divide – based on individuals who know how to use these technologies and those
who do not;
3. quality of use gap – sometimes they have the digital skills to find their way around the
Internet, but not the knowledge to make good use of and get the most out of it. For
example, with regard to assessing quality of information.

There are other areas where access to communication is restricted like Communist countries
such as China, which restrict the public from using social media websites like Facebook because in
nations under this type of government, the leaders have the complete control of the state.

TOPIC 2. COMPUTER ADDICTION

- the inability to control the desire to use technology (like computers, smartphones and internet)
or an extreme use of the computer which makes the person uneasy or anxious in the absence of
the gadgets.
- Whereas the daily routine in life like work, eating or sleep are affected that could lead to social
problems, change in behavior, relationships and thought process.
- The three reason why computer addiction exist are depression, loneliness and social acceptance
where young people commonly experience
TOPIC 3: BULLYING
- refers to any severe, or repeated use by one or more students of a written, verbal or electronic
expression, or a physical act or gesture, or any combination thereof, directed at another student
that has the effect of actually causing or placing the latter in reasonable fear of physical or
emotional harm or damage to his property; creating a hostile environment at school for the
other student; infringing on the rights of another student at school; or materially and
substantially disrupting the education process or the orderly operation of a school.

Types of Bullying
1. Verbal bullying
- is saying or writing mean things. Verbal bullying includes:
● Teasing
● Name-calling
● Inappropriate sexual comments
● Taunting
● Threatening to cause harm
2. Social bullying
- referred to as relational bullying
- involves hurting someone’s reputation or relationships.
- Social bullying includes:
● Leaving someone out on purpose Telling other children not to be friends with
someone
● Spreading rumors about someone
● Embarrassing someone in public
3. Physical bullying
- involves hurting a person’s body or possessions. Physical bullying includes:
● Hitting/kicking/pinching
● Spitting
● Tripping/pushing
● Taking or breaking someone’s things
● Making mean or rude hand gestures
4. Relational Aggression
- referred to as emotional bullying
- a type of social manipulation where tweens and teens try to hurt their peers or
sabotage their social standing.
● ostracize others from a group
● spread rumors
● manipulate situations
● break confidences.
 5. Cyberbullying
- takes place online, or using electronic technology such as cell phones, computers, and
tablets over communication tools including social media sites, text messages, chat, and
websites.
● text messages or emails composed to insult or demean;
● rumors or false statements spread by email or posted on social networking sites
● humiliating photos, videos, websites, or fake profiles deliberately shared across
social media.
6. Sexual bullying
- consists of repeated, harmful, and humiliating actionsthattarget a person sexually.
sexual name-calling
● crude comments
● vulgar gestures
● uninvited touching
● sexual propositioning
● pornographic materials
7. Prejudicial bullying
- based on prejudices tweens and teens have towardpeople of different races, religions,
or sexual orientation.
- can encompass all the other types of bullying.
- When Prejudicial bullying occurs, kids are targeting others who are different from
demand singling them out.

RA 10627 - this Act is an “Anti-Bullying Act of 2013” an act requiring all elementary and
secondary schools to adopt policies to prevent and address the acts of bullying in their institutions.

TOPIC 4. NETIQUETTE
- a combination of the words network and etiquette
- defined as a set of rules for acceptable online behavior.
- Similarly, online ethics focuses on the acceptable use of online resources in an online social
environment.
- Both phrases are frequently interchanged and are often combined with the concept of a
’netizen’ which itself is a contraction of the words internet and citizen and refers to both a
person who uses the internet to participate in society, and an individual who has accepted the
responsibility of using the internet in productive and socially responsible ways.

THE CORE RULES OF NETIQUETTE

Rule 1: Remember the human
● Online or in life remember The Golden Rule
● There are only words online, no nonverbal cues, making it easy to misinterpret
meaning
 ● Typing in all capitals indicates you are SHOUTING to your audience
● Test before sending/posting: Would you say it to the person’s face? If not,
reword and reread. Words are written - they may come back and you don’t
know where they might go

Rule 2: Adhere to the same standards of behavior online that you follow in real life
● Be ethical
● Standards of behavior may be different in some areas of cyberspace but they're
not lower than in real life
● Do your best to act within the laws of society and cyberspace
● It is okay to post a message from someone else only if the author of the
message has given his/her permission
● Breaking the law is bad netiquette

Rule 3: Know where you are in cyberspace

● Netiquette varies from domain to domain
● Lurk before you leap
● Look around in new domains, listen to the chat, read the archives, figure out
how people already act, then join in and participate.

Rule 4: Respect other people's time and bandwidth (the amount of data that can be
passed along a communications channel in a given period of time)
● Ensure the time people spend reading your information isn’t wasted You are not
the center of cyberspace
● Before copying people in on your messages ask yourself if they really need to
know
● No spamming - widely posting junk mail It is never okay to scroll a chat screen
(type a single letter or symbol and keep hitting send)

Rule 5: Make yourself look good online

● Take advantage of your anonymity
● Don’t post flame-bait (don’t use offensive language or be confrontational for the
sake of confrontation)
● You will be judged on the quality of your writing - spelling and grammar do
count
● Know what you are talking about and make sense

Rule 6: Share expert knowledge

● Share the results of your questions with others
● Post resource lists and bibliographies in the area of your expertise
● The Internet was created for sharing information - help make the world better
place
 Rule 7: Help keep flame wars under control
● Flaming can be fun and is both traditional and okay
● Flame wars (series of angry letters between two or three people) are forbidden

Rule 8: Respect other people's privacy

● You wouldn’t look through a coworker’s desk, don’t look through personal email

Rule 9: Don't abuse your power

● Just like in face-to-face situations, there are people in cyberspace who have
more "power" than others. They have more expertise in technology or they
have years of experience in a particular skill or subject matter. Maybe it's you
who possesses all of this knowledge and power! Just remember: Knowing more
than others do or having more power than others may have does not give you
the right to take advantage of anyone. Think of Rule 1: Remember the human.

Rule 10: Be forgiving of other people's mistakes

● Everyone was a beginner, or network newbie, at some point
● Pointing out Netiquette violations are often examples of poor Netiquette
● Think twice before pointing out mistakes and do it privately and politely
● Ignore minor errors

Digital Footprints
- a trail of data you create while using the Internet.
- includes the websites you visit, emails you send, and information you submit to online
services