LESSON 1: Introduction to Media and Information
Literacy
COMMUNICATION
➔ The act or process of using words, sounds, signs, or
behaviours to express or exchange information, ideas,
thoughts, and feelings to someone else.
➔ It plays a vital role in human development
Note: We have to be effective communicators to use the media
effectively.
Model by Rogers and Shoemaker (SMRC-E)
MEDIA
➔ Derived from the latin word “medius” which means
middle
➔ It is the plural of medium
➔ Use to refer to a group of people that is sending out
information
➔ Sources of credible and current information created
through an editorial process determined by journalistic
values were by editorial accountability can be
attributed to a specific organization or legal person
➢ MASS MEDIA
It is wide range or used to reach a large audience
Ex. Television, radio, and newspaper
INFORMATION
➔ A broad term that can cover data knowledge derived
from study, experiences, instructions, signals, or
symbols
The Influence of Media and Information to
communication:
● FASTER
● MORE DEVICES
● MASS MEDIA
● CHEAPER
● DIGITALIZE
MEDIA LITERACY (William James Potter)
Points of position
➔ Set of perspectives that people use actively to expose
themselves to mass media and interpret the meaning
of the messages they encounter. These perspectives
are built from knowledge structure.
Information that organize based on our memory
➢ Tools - skills sa paggamit
➢ Raw Materials - information that are obtained through
books or own life experiences
➢ Willingness- your focus into something
➔ Enable us to access understand, and create
communications in a variety of contexts in the form of
accessing, understanding, and creating media and
information
Note: If you want to be a media literacy you need to accomplish
the 3 words (access, understand, and create)
ACCESSING MEDIA AND INFORMATION
- To use, navigate, mange stove, and retrieve content in
print, radio, and online.
(alam mo kung paano magretrive or store ang files)
UNDERSTANDING MEDIA AND INFORMATION
- Viewers ability to read, deconstruct and evaluate
media contexts and motivation
(kaya mong intindihin)
PRODUCING MEDIA AND INFORMATION
- Netizens or viewer's ability to produce, distribute and
publish ideas in a mainstream or social media.
(produce your own)
10 BASIC CONCEPTS IN MEDIA & INFORMATION
LITERACY:
1. Media construct our culture
- our society and culture - even our perception of reality
is shaped by the information and images we receive
via media.
( kapag maeexpose tayo on something from media naiinculcate
natin ito)
2. Media messages affect our thoughts, attitude, and
actions
- media are such a powerful cultural force and that is
why media industry is such a big business.
3. Media use the language of persuasion
- all media messages try to believe us
Techniques: Flattering, Repetition, Fear, and Humor
4. Media construct our fantasy worlds
- Media literacy helps people to recognize fantasy and
constructively integrate it with reality.
5. No one tells the whole story
- every media makes has a point of view - every good
story highlights some information and leaves out the
rest
6. Media messages contain "text" and "context”
- the text is the word, pictures and sound in a media
message while subtext is the hidden and underlying
meaning of the message
7. Media messages reflect the values and viewpoints
of media makers
- our values and viewpoints influence our choice of
words, sounds and images we use to communicate
through media.
8. Individuals construct their own meanings from
media
 - Although media makers attempt to convert specific
messages, people receive and interpret them
differently based on their own prior knowledge and
experience, values and beliefs.
9. Media messages can be decoded
- by deconstructing, we can figure out who created the
message and why.
10. Media literate youth and adults are active
consumer of media
- Media literacy helps people consume media with a
critical eye evaluating sources, intended, purposes,
persuasion techniques and deeper meanings
LESSON 2: 3 Literacies and Responsible use of
Media, Information, and Technology
LITERACY
➔ refers to the essential competencies or the ability to
read, write and understand materials with varying
content.
MEDIA LITERACY
➔ ability to access, analyze, and create media
To be a media literate you must be able to:
● Access and know where to find the form of media
needed
● Analyze and sync reflectively and critically and analyze
the validity of the text and reliability of the source
● respond , explore, and experience the pleasure of the
media text - reading and understanding it,and apply it
in our daily life.
● Create, produce media tools and produce your own
INFORMATION
➔ Processed data or knowledge derived from studies,
experiences, instructions, and signals or symbols
INFORMATION LITERACY
➔ Is the ability to recognize information when needed
and use it efficiently. Hence you must be able to
locate, evaluate ,and effectively communicate
information in its various formats.
➢ Efficient - doing things right
➢ Effectively - doing the right thing
3 Marks of an Information Literate Person:
1. One must view information as a part of a larger social
vision.
(it should not be beneficial for one but fo all)
2. One must be a motivated life- long learner. (There is no
limit of age to learn)
3. One must know how to find and use information in its
various contexts.
TECHNOLOGY
➔ Application of scientific knowledge for practical
purposes, such as industry and engineering
➔ Makes our life easier
TECHNOLOGY LITERACY
know how to use computer
➔ It is a responsible and effective means of using
technological tools in order to meet one's goals and
acquiring and using the right information
➔ Processes a range of digital skills and computer
networks, knowledge of basic principles of computing
devices, ability to engage in online communities
SIMILARITIES :
MEDIA LITERACY AND TECHNOLOGY LITERACY
1. Technology serves to be a medium to which media is
displayed, thus requiring visual literacy.
2. Provides solutions to certain problems in our community.
3. Build people to foster knowledge and cultural competence.
4. Emerging to the next platform to vital information and
archives stories.
INFORMATION LITERACY AND TECHNOLOGY LITERACY
1. Cooperate to contribute to the promotion of new literacies in
knowledge societies.
2. Both functions are utilized for the interpretation of media.
3. Both can further improve a person's abilities to understand,
create, and utilize information.
MEDIA LITERACY AND INFORMATION LITERACY
1. Spreading information around the people in a different type of
media.
2. Keeps individuals up-to-date, relevant and timely information
allowing for proper organization enabling them to interpret and
make informed judgements.
3. Keeps individuals to create discernment for what is
considered to be valid information logical and factual scanning.
RESPONSIBLE USE OF MEDIA, INFORMATION, AND
TECHNOLOGY:
● Be mindful of emotions
● Be respectful
● Don’t be glued to your smartphones
● Don’t plagiarize
● Don’t trust, just verify
● Avoid accidentally sharing personal details
● Know the rules
LESSON 3: Evolution of Media
PRE-HISTORICbasic needs are food and shelter
➔ Before 1700
➔ People discovered fire, developed paper from plants,
and forged weapons and tools with stone, bronze,
copper, and iron
➔ Same with tribal age
➔ Caveman
The Theory of Media Evolution (Marshall McLuhan)
- He is canadian communist who provide a clear story
on how media evolved through Technological
Determinism
Social change happening in a community caused by technology
1. TRIBAL AGE (Pre-historic) - people used the power of steam, developed machine
➔ “dominant auditory sense of life” (McLuhan) tools, established iron production and the
➔ an oral society dependent on speech and word of manufacturing of various products including books
mouth who lives in a world of “ACOUSTIC SPACE” through the printing press.
- “Organic and integral, perceived through the - marked the shift from agricultural and handicraft
simultaneous interplay of senses” economy to one dominated by machines and machine
(lahat ng tao ay magkakasama, kung ano ang naririnig ng manufacturers.
isa ay naririnig ng kasama)
TELEGRAPH
➔ Main medium they use to disseminate information are
- system for transmitting messages from a distance along a wire
ears and mouth
especially one creating signals by making and breaking
➔ “Survival” is the main goal
electrical connections
- transmitting of morse code.
CAVE PAINTINGS
Samuel Morse
- known as “parietal art”
- painted in cave walls and ceilings TELEPHONE
- system that converts acoustic vibrations to electrical signals in
order to transmit sound.
CLAY TABLETS use to write something
- writing medium for cuneiform through out the bronze age and
MOTION PICTURE
iron age
- projector that manually rotate a series of still pictures that are
moving fast, which creates optical illusion causes the audience
PAPYRUS IN EGYPT
to perceive continuous motion between separate objects
- thick paper used in ancient times for writing
viewed rapidly in succession
- it is a plant
- start of film industry

PRINTING PRESS USING WOODBLOCKS

4. ELECTRONIC AGE " The age of Implosion"
- wood are carved, then ink are put, then press to a paper
going back to our basic
CODEX IN MAYAN REGION - invention of transistors
- written in Mesoamerican bark cloth - our senses in developed (touch and sight)
- folding book written by pre-columbian maya civilization in - TV is the greatest invention
Mayan hieroglyphs - McLuhan “ AGE RETRIBALIZE MAN”

ACTA DIURNA IN ROME TRANSISTOR RADIO

- they were carved on stone or metal and are presented on - small, and portable radio used to receive information
message boards in public places like the forum of Rome they
use for announcement TELEVISION
- telecommunication medium used for transmitting moving
DIBAO IN CHINA images in monochrome or in color, and in 2d and 3d with sound
- earliest and oldest form newspaper in the world
MAINFRAME COMPUTERS
2. AGE OF LITERACY - use for larger organizations for critical applications, bulk data
➔ Amplified the sense of sight processing, storing and sensus processing
➔ People are now allowed to communicate privately and
are now able to write and express themselves through NEW INFORMATION AGE " Digital Age"
hieroglyphs - social network boomed
➔ Hieroglyphs: Egyptian - voice, image, sound and data are digitalized
Babylonian
Chinese WEB BROWSER
Cuneiform - software applications we use for retrieving, presenting and
Mayan traversing information resources on the World Wide Web
Example: Firefox, Google Chrome, Safari, Internet explorers,
3. PRINT AGE etc.
➔ Production of printing press
➔ Alphabet is the writing system BLOGS
➢ Johannes Gutenberg -form of discussion in an informal website published on the
- invented the movable printing press World Wide Web
around 1440 in the 15th century in the Holy -contains discrete, informal, diary, styles, text and symbols for
Roman empire its report.
- he start books
➔ Knowledge was no longer restricted in every status SOCIAL NETWORK
-online platform which people used to build relations

INDUSTRIAL AGE
- 1700s - 1930s MICROBLOGS
-contents are typically smaller by the internet by the means of ➔ same with magazines but journals are peer
webcams and dedicated software reviewed, which means selected experts reviews its
content before having it mass published.
SEARCH ENGINE
-refers to the software system that is designed to search 2. BROADCAST MEDIA
information in World Wide Web ➔ utilizes radio and television to transmit
messages and programs via AIRSPACE
LAPTOP -portable computer (part of the atmosphere where frequency bands are
available to transmit messages to and from broadcast
TABLET - Touch Screen
devices)
NOTEBOOK ➔ Thomas Edison (1877)
- smaller version of laptop Smartphones -perform many of the
- he introduced the cylinders for his
functions of computer
phonograph
WEARABLE GADGET - can be worn - he also invented the film cameras and
projectors in 1880s
LC4: TYPES OF MEDIA ➔ Auguste and Louis Lumiere (1855)
- they invented the cinematograph, a
1. PRINT MEDIA
camera, and developing machine that can
➔ the industry of printing and distributing information, is
the oldest form of media project visual images on screens
Francis Bacon RADIO
He once regarded printing as one of the 3 inventions that ➔ The first radio signals were transmitted by Guglielmo
“Changed the whole face and state of things throughout the Marconi in 1895 (who used Morse code through his
world” the other 2 being gunpowder and compass invention, wireless telegraph).
➔ Radio broadcasting began in 1906 with the first long
BOOK
➔ Oldest print media distance voice and music transmission done by
➔ Contain almost any kind of information physicist Reginald Fessenden.
➔ Collection of pages/paper bound together ➔ Radio was introduced in the Philippines in 1922
➔ There are 130 million books in the world
Important role of radio: The Fall of Bataan
People Power Revolution
NEWSPAPER different field
➔ Collection of paper folded together
➔ First to reach the mass audience as it serves all TELEVISION
classes in society ➔ 1941 - the Pioneer Corporation introduced the first
➔ BROADSHEET (paper)- 6 column wide and 22/24 television sets in USA
inches long ➔ 1953 - television start in the PH
Prominent Newspaper in the Philippines:
● University of Santo Thomas & FEATI
● Manila Bulletin
● Philippine Daily Inquirer University
● The philippine Star
3. NEW MEDIA
➔ TABLOID- Sensational writing ➔ It refers to interactive digital media, incorporates
- Half size of a broadsheet two-way communication, and involves some form of
Tabloid Newspapers: Abante computing (Logan, n.d.)) These include computers, the
Bulgar Internet, cable TV, and satellite TV, to name a few.
People’s Journal
Example: Apple iTunes, Apple Music, Apple TV, Apple Books
Pilipino Star Ngayon
Tempo and Apple Podcast

MEDIA CONVERGENCE
MAGAZINE one field
➔ The phenomenon that connects different forms of
➔ bound together different paper (glossy)
media together
➔ "makhazin" arabic word which means
“Storehouse”
➔ There are 20 thousand of magazine around the world
Popular Magazines: National Geographic
Time Magazine
Reader’s Digest

JOURNALS
➔ periodic publication focusing a specific field of study
LC5: MEDIA AND INFORMATION 2. GATHERING / SOCIAL ORGANIZATION
➔ clubs or organizations in a community.
INFORMATION SOURCES example: rituals, youth organization, fiesta
➔ Are the producers or givers of information, and people
who use it are the consumers. 3. DIRECT OBSERVATION
➔ Things that we learn as we grow old that we watched
Types of Information Sources: from elders and immersed it.

PRIMARY SOURCE 4. RECORDS (WRITTEN) CARVED

➔ is an original, un-interpreted, or “first-hand” material or
information,created by the person(s) directly involved 5. ORAL INSTRUCTION
in an activity or an event. ➔ unwritten rules of indigenous
examples: speeches, autobiographies, personal letters, photos, ➔ Paired with direct observation
➔ struct orally
and manuscripts, artifacts, internet communication.

TYPES OF LIBRARY:
SECONDARY SOURCE
ACADEMIC LIBRARY
➔ provides information obtained through a number of
➔ serves colleges and universities
primary sources, and has undergone editing or
interpretation. Scholarly books and articles are PUBLIC LIBRARY
generally considered as secondary sources. ➔ Serves cities and towns of all types
examples: scholarly Books, scholarly books, encyclopedias,
SCHOOL LIBRARY
research articles, dictionaries, histories, ➔ serves Kindergarten to Grade 12
commentaries,magazines, and newspaper articles.
SPECIAL LIBRARY
TERTIARY SOURCE ➔ located in specialized environments such as hospitals,
corporations, museums, the military, private business,
➔ consists of summaries and collection of both primary
and the government.
and secondary sources.
EVALUATION INFORMATION MEDIA:
⮚ One important element to consider in classifying TRIANGULATION basic concept #9

information sources is TIME

RHETORICAL AIM
- an article written in a persuasive or analytical
approach is probably a secondary source.

WHERE TO FIND INFORMATION SOURCE:

LIBRARY
-A place in which a literary, musical, artistic, or reference such
as books, manuscripts, recording, or films are kept for use but
not for sale.
INTERNET
-Global network of computers that allows computer users
around the world to share information for various purposes.
INDIGENOUS MEDIA
-This refers to a form of media conceptualized, produced, and
circulated by indigenous people as vehicles for communication,
specially for cultural preservation, cultural and artistic
expression, political self- determination, and cultural
sovereignty.

5 FORMS OF INDIGENOUS MEDIA:

1. FOLK / TRADITIONALMEDIA
➔ forerunners of indigenous media.
example: Dances,stories, poetries, costumes or anything related
to art