CHAPTER 1: INTRODUCTION TO MEDIA AND INFORMATION LITERACY

MEDIA - refers to the combination of physical objects used to communicate or mass media communication
through physical objects, such as radio, television, computers, telephone, mobile phone, film, etc.

MEDIA LITERACY - Media literacy is understanding and using mass media in either an assertive or non
assertive way, including an informed and critical understanding of media, what techniques they employ and their
effect.

The ability to read, analyze, evaluate, and produce communication in a variety of media forms, e.g. television,
print, radio computer and other

INFORMATION - a broad term that can cover data, knowledge derived from study, experience, or instruction,
signals or symbols.

In the media world, information is often used to describe knowledge of specific events or situations that has been
gathered or receive by communication, intelligence or news.

INFORMATION LITERACY - refers to the abilities to recognize when information is needed and to locate,
evaluate, effectively use, and communicate information in its various formats.

TECHNOLOGY - defined as the science in industry, engineering etc., to invent useful things or to solve
problems. Through the years, it has galloped over different phases (For example, from traditional telephones to
smartphones, from paper books to electronic books).

TECHNOLOGY LITERACY - the responsible means of using various technological tools in order to meet one’s
goal in acquiring and giving the right information

MEDIA AND INFORMATION LITERACY - Plays and important role in communication and information
dissemination. Media and Information will enable us to access, understand and create communications in a variety
of contexts in the form of accessing, understanding, and creating media and information.

▪ Accessing Media and Information – the use, navigate, manage, store and retrieve content in print, radio and
online.

▪ Understanding Media and Information – viewers ability to read, deconstruct and evaluate media contexts and
motivations. A critique view on quality of material being broadcast and shared.

▪ Producing Media and Information – viewers or netizens ability to produce, distribute and publish ideas and
information via mainstream media or social media.

MEDIA & INFORMATION PLAY SEVERAL ROLES

act as channels of information and knowledge through which citizens communicate with each other and make
informed decisions,

facilitate informed debates between diverse social actors.

 provide us with much of what we learn about the world beyond our immediate experience.

are means by which a society learns about itself and builds a sense of community.

function as a watchdog of government in all its forms, promoting transparency in public life and public scrutiny
of those with power through exposing corruption, misadministration and corporate mistakes.

Are essential facilitators of democratic processes and one of the guarantors of free and fair elections.

BASIC CONCEPTS

MEDIA CONSTRUCT OUR CULTURE. Our society and culture – even our perception of reality – is shaped
by the information and images we receive via the media.

MEDIA MESSAGES AFFECT OUR THOUGHTS, ATTITUDES AND ACTION. All of us are affected by
advertising, news, movies, pop music, video games and other forms of media.

MEDIA USE “THE LANGUAGE OF PERSUASION”. All media messages try to persuade us to believe or to
do something. News, documentary films, and nonfiction all claim to be telling the truth.

MEDIA CONSTRUCT FANTASY WORLDS. Movies, TV shows and music videos sometimes inspire people
to do things that are unwise, anti-social or even dangerous.

NO ONE TELLS THE WHOLE STORY. Every media maker has a point of view. Every good story highlights
some information and leaves out the rest.

MEDIA MESSAGES CONTAIN “TEXTS” AND “SUBTEXTS”. The text is the actual words, pictures and/or
sounds in a media message. The subtext is the hidden and underlying meaning of the message.

MEDIA MESSAGES REFLECT THE VALUES AND VIEWPOINTS OF MEDIA MAKER. Our values and
viewpoints influence our choice of words, sounds and images we use to communicate through media

INDIVIDUALS CONSTRUCT THEIR OWN MEANINGS FROM MEDIA. Although media makers attempt
to convey specific messages, people receive and interpret them differently, based on their own prior knowledge
and experience, their values and their beliefs.

MEDIA MESSAGES CAN BE DECODED. By “deconstructing” media, we can figure out who created the
message, and why. We can identify the techniques of persuasion being used and recognize how media makers are
trying to influence us. We notice what parts of the story are not being told, and how we can become better
informed.

MEDIA LITERATE YOUTH AND ADULTS ARE ACTIVE CONSUMERS OF MEDIA. Media literacy
helps people consume media with a critical eye, evaluating sources, intended purposes, persuasion techniques and
deeper meanings.

ARTICLE 19 OF THE UNIVERSAL DECLARATION OF HUMAN RIGHTS states that , ‘Everyone has the
right to freedom of opinion and expression; this right includes freedom to hold opinions without interference and to
receive and impart information and ideas through any media and regardless of frontiers (United Nations, 1948). ‘ MIL
equips citizens with the necessary competencies to seek and enjoy the full benefits of this fundamental right.