MEDIA AND INFORMATION LITERACY
INTRODUCTION TO MEDIA AND INFORMATION LITERACY
Communication is defined as the act or process of using words, sounds,
signs, or behaviors to express your ideas, thoughts, and feelings among
others to someone else. It is the exchange of information and the
expression of feeling that can result in understanding. In other words,
communication refers to the process of transmitting messages or ideas
from one person or group of persons to another. It may be a face-to-face
conversation between two people or a large number of people called the
audience using various media.
Types of Communication
A. According to channels used:
1. Verbal Communication refers to the form of
communication in which a message is transmitted
verbally. The communication is done by word of mouth
and a piece of writing. Spoken words are used which
include face-to-face conversations, speech, telephone
conversation, video, radio, television, voice-over the
internet. Likewise, written symbols are used to
communicate. A written message may be printed or
handwritten that can be transmitted via email, letter,
report, memo, etc.
2. Non-verbal Communication is the sending or receiving
of wordless messages. The communication is done by
gestures, body language, and posture, tone of voice, or
facial expression. It is all about the body language of the
speaker.
B. According to Purpose and Style
1. Formal Communication takes place in professional
settings. This type of communication is practiced in
corporate meetings, conferences, academic seminars,
political sessions, and judicial proceedings.
2. Informal Communication is the most commonly used
form of communication. It takes place in the daily
interaction with and between friends, family, classmates,
and anyone who wishes to speak with another.
The Communication Process
Communication is described as a process because
sender-decoder needs other elements to be able to complete the method.
To achieve effective communication, you must be familiarized and
understood the different elements and their roles in the communication
process.
The elements are the following:
1. The sender (speaker) is also known as the source or
origin of information or message. He is in charge of the
encoding process of the communication. He is the one
who conveys the message. The goal of the sender is to
ensure that his/her intended message is the message
that is communicated.
2. Message pertains to any information, ideas, and feelings
that are passed on through communication. This is
whatever the sender communicates to the receiver, or the
information received by the receiver from the sender.
3. Channel refers to the medium or means on how the
message is transmitted or being transmitted. The primary
channel is the use of five sense organs. Moreover,
television, radio, records, newspapers, and magazines
are examples of media channels.
4. The receiver is known as the listener. He is in charge of
the decoding process of communication and he who
listens. Decoding is the process where the listener or
receiver processes the message of the source and then
responds accordingly.
5. Noise is known as the interference that keeps the
message from being understood or accurately
interpreted. The interference can be internal or external
between the sender and the receiver.
6. Situation or Setting is the time and place in which
communication occurs. Communication adapts to the
setting.
7. Feedback is the receiver’s message that he/she sends to
the source in response to the sender’s message. It can
be in the form of a verbal or non-verbal response.
The process can be simplified through communication models.
1. Lasswell’s Communication Model. This model describes who
is saying something, which channel is used to convey the
messages, who the message is aimed at, and what effect the
message has. It describes verbal communication and consists
of five elements. Who says What, in Which channel, to Whom,
with What effect? This model is also called a ‘linear model of
communication’, ‘uni-directional process’ or ‘action model,
because it describes a one-way process within communication.
2. Shannon and Weaver Model of Communication. This has
been called the “mother of all models.” This model was
designed to develop effective communication between the
sender and receiver. Also, a factor affecting the communication
process is called “Noise.” It deals with various concepts like
information source (sender), transmitter, noise, channel,
message, receiver (listener), channel, information destination,
encode and decode.
3. Osgood-Schramm Model of Communication. This model is a
circular experience rather than a linear experience that involves
a sender, who encodes a message, and a recipient, who
decodes it. The sender and the receiver hold both roles in the
model.
4. Westley and MacLean Model of Communication. This model
can be applied in two contexts: interpersonal and mass
communication, the point of difference being the feedback.
Feedback is direct and fast in interpersonal communication
and indirect and slow in mass communication. The model also
differentiates the message as purposive and non-purposive.
 MEDIA AND INFORMATION LITERACY

Lesson 2: Characteristics of Responsible Use of Media and

Information

The media and information literate individuals understand,

inquire, create, communicate, and think critically while engaging in a
5. Berlo’s SMCR Model of Communication. This model focuses digital society. They access,
on encoding and decoding which happens before the sender organize, analyze, and construct media in a variety of platforms. Likewise,
sends the message and before the receiver receives the they do not believe easily but rather evaluate thoroughly the accuracy and
message respectively. Likewise, it has mainly, four adequacy of the presented information. Discriminating facts, opinions,
components to describe the communication process. They are assertion, and blended statement will guide them in making well-informed
the sender, message, channel, and receiver. Each of the decisions.
components is affected by many factors.
Being a media and information literate individual refers to being
a responsible user and competent producer of media and information.
He/she should have the following characteristics:
1. He/she must be curious. A media and information literate
individual satisfy curiosity by seeking the truth, asking tough
and important questions, and gathering details and information.
2. He/she has the general knowledge. A media and information
literate individual are well-knowledgeable on the information
and confidently affirm correct information.
3. He/she can write. A media and information literate individual
DEFINITION OF TERMS
know how to catch readers’ attention by writing what is true and
● Literacy. The ability to identify, understand, interpret, create,
correct and by how articles are written.
communicate and compute, using printed and written materials
4. He/she shows professionalism. A media and information literate
associated with varying contexts. Literacy involves a
individual act in lieu of professionalism in any way. It means
continuum of learning, wherein individuals can achieve their
he/she is a provider of correct information because it is what
goals, develop their knowledge and potential, and participate
the public is expected of them. That is to tell the truth and
fully in their community and wider society.
respect other’s ideas.
● Media. The physical objects used to communicate with, or the
mass communication through physical objects such as radio,
Information today comes from everywhere. Thus, plagiarism is
television, computers, film, etc. It also refers to any physical
quite common among students and even professionals. According to the
object used to communicate messages.
Meriam-Webster online, to “plagiarize” means to steal and pass off (the
● Media Literacy. The ability to access, analyze, evaluate, and
ideas or words of another) as one’s own, to use (another’s production)
create media in a variety of forms. It aims to empower citizens
without crediting the source, to commit literary theft, and to present as
by providing them with the competencies (knowledge and skills)
new and original an idea or product derived from an existing source.
necessary to engage with traditional media and new
Committing plagiarism results to many consequences such as expulsion
technologies.
from your academic institution, tainted or damaged integrity, payment of
● Information. A broad term that covers processed data,
fines and penalties and even imprisonment due to violation of Republic
knowledge derived from study, experience, instruction, signals,
Act No, 8293 or also known as Intellectual Property Code of the
or symbols.
Philippines.
● Information Literacy. The ability to recognize when
information is needed, and to locate, evaluate, and effectively
How to be a responsible user of media and information?
communicate information in its various formats.
1. Avoid posting inappropriate photos.
● Technology Literacy. The ability of an individual, either
2. Avoid making derogatory comments on individual or
working independently or with others, to responsibly,
organization.
appropriately, and effectively use technological tools. Using
3. Avoid swearing or using inappropriate language.
these tools an individual can access, manage, integrate,
4. Keep your opinions to yourself.
evaluate, create, and communicate information.
5. Avoid making allegations to others.
● Media and Information Literacy. The essential skills and
6. Do not disclose your location.
competencies that allow individuals to engage with media and
7. Never add phone number or address.
other information providers effectively, as well as develop
8. Avoid giving password clues.
critical thinking skills and life-long learning skills to socialize and
9. Never fully rely on privacy settings.
become active citizen
10. Be careful with what you like and share.
11. Communicate positively. Participate sensibly
 MEDIA AND INFORMATION LITERACY
Lesson 3: how the Evolution of Media from Traditional to New Media
Shaped the Values and Normsof People and Society
1. THE EVOLUTION OF TRADITIONAL TO NEW MEDIA
Have you ever wondered what it feels like to live during the time
where a language has not yet been developed? Or perhaps in a time
where messages were sent through couriers such as birds or messengers
on foot? Can you live without your smart phone or internet? Let us
discover the life and the different means of communication as we unfold
the development of media from the very first up to the present.
A. PREHISTORIC AGE
Prehistoric refers to the time before the existence of written or
recorded history. According to archeologists, the Prehistoric Age occurred
some 4.5 years ago or approximately 30,000 years ago. This era is
divided into two periods: The Stone Age and the Metal Age. They are
called as such because of the kind of tools that the prehistoric people
used during those times. As the tools were relatively crude, archeologists
believe that a system of writing had not yet existed during this era. As
prehistoric men learned how to sharpen their tools and use them for
hunting, they also acquired the
knowledge on how to use these materials in carving stones. Eventually,
this paved the way for them to create a system of writing, which marked
the start of the historic period.
Prehistoric Art as the Earliest Form of Traditional Media
By using sharpened tools made of stones, prehistoric men also
learned how to sketch on caves. These caves served as their big canvas
while the sharpened tools became their pen. Prehistoric men drew on
caves what they see around them, such as animals and nature.
During the Stone Age prehistoric people also use the crude
stone tools to create objects, which are now considered rock art. Two
kinds of rock art during the Stone Age are petroglyphs and pictographs.
Petroglyphs can be carvings or engravings in rocks or caves
while pictographs represent words or phrases through images or symbols.
Pictographs used to refer to sketches or paintings that usually depict
nature, giving us a glimpse of the early people’s way of life. For example,
the images of some wild animals and men carrying hunting tools make an
impression that most people during the Stone Age used to be hunters.
Moreover, cave paintings that show men on boats or holding jars imply
that they also practiced other forms of livelihood aside from hunting.
The Manunggul jar was excavated from the Tabon
Caves in Palawan. This artifact dates back from 890 to
710 BC. Archeologists believe that the Manunggul jar
represents the beliefs of the early Filipinos about death.
The two figures at the top of the jar’s handle represent
the journey of the soul in the afterlife.
Apart from the cave paintings, prehistoric
men also created megalithic art. This art
involves the process of arranging or
stacking together artistically the stones or
big rocks for a certain purpose, which still
remains a mystery to most archeologists.
There is no concrete system of writing during
the Prehistoric Age so people communicated
their way of life, beliefs, and other practices
through music and dance. For example, the oyayi or hele of the early
Filipinos represent a mother’s care and love by singing her child to sleep.
Meanwhile, dance was used to express a tribe’s religious beliefs. The
tribes from the Cordillera Administrative Region perform the Cañao as a
form of offering.
B. INDUSTRIAL AGE
An industrial city pertains to a place where
several factories are located or built.
The Industrial Age began in the 18th
century in Great Britain when the country
made drastic reforms to improve their
economy. During this period, technology
shifted from using hand tools to operating
power-driven machines. Examples of these machines are the power loom
and steam engine, which made the production and operation of factories
faster and more efficient.
Selling of goods boosted during the Industrial Age. The concept
of mass production or manufacturing goods in large quantities was
introduced, increasing the demand for bigger and better machines.
Special equipment was fabricated to meet the specific needs of different
factories.
When steam press was invented, the printing of materials like
newspapers became much faster,
easier and cheaper. Before this development, publishers used to receive
financial support from political parties and rich patrons so the latter can be
featured in the newspaper. When the printing cost was marked down,
publishers started to print articles for the common interest of the public.
The earlier injustices experienced by the laborers were also published in
the newspaper.
Communication during the industrial age also
become viable because of the invention of the
telegraph. A telegraph is a system used for
transmitting messages from a distance along a
wire. In 1837, William Cooke and Charles
Wheatstone patented the first commercial electric
telegraph. By 1840, new railways were built using
the CookeWheatstone System and in 1866, a
telegraph cable was successfully laid across the Atlantic.
C. ELECTRONIC AGE
Electronic refers to an object that has electronic components,
such as sensors and microchips, which functions once it is connected to
an electrical outlet.
The Industrial Age and the Electronic Age are quite similar in
the sense that they thrived in the manufacturing industries in a faster and
more efficient way with the help of equipment that are operated by
machines. However, they can also be different because the equipment in
the Electronic Age are more complex as they run on electricity instead of
fuel.
The Electronic Age marked the beginning of modernization
since electronic equipment are more functional and reliable. For example,
the first train invented during the Industrial Age is more efficient mode of
transportation than a horse-drawn carriage that can carry only a few
passengers and take days to travel. However, the vehicles that we have
today are even faster as their engines are powered by electricity.
D. INFORMATION AGE
 MEDIA AND INFORMATION LITERACY
Information has been defined as the specific data acquired for
a specific purpose. Gaining information is a vital part of people’s lives
because it makes them knowledgeable and enhances their understanding
of the world. Due to this, more inventors want people to have an easier
access to information.
The Information Age is also labelled as Computer Age or the
New Age because it gave birth to new media and digital technology.
Although most devices still run on electricity during this time, their
multifunctional capabilities make them different from the machines used in
the Electronic Age.
The information age has upgraded what it can offer to
consumers in terms of gadgets and devices like having a wired telephone
to having mobile phones or smart phones that can do much more than
just making or receiving calls. Bulky and heavy books, same as
newspapers, are now in digital platforms, making them more portable and
easier to share. These devises can make our way of life not only
functional and comfortable, but also offer endless possibilities.
2. RELATIONSHIP BETWEEN TRADITIONAL MEDIA AND NEW
MEDIA
In the present time, new media is undeniably very useful, but
this does not mean that traditional media has already become obsolete.
Traditional media is still valuable and influential because it has wider
reach and market. For example, some people still live in remote areas
where there is no electricity. Due to this, they cannot use the internet to
look for the latest news. Despite of this, they can still become informed
and updated by listening to the radio or reading newspapers.
As a matter of fact, some people from the older generation still
prefer the use of traditional media as they find the old-fashioned
newspapers as trusted source of information written by veteran
journalists. On the other hand, some older people also enjoy the new
media by using the latest gadgets and going to state-of-the-art movie
houses. The choice of media is based on one’s needs, interests, lifestyle,
as both traditional media and new media can carry out their purpose of
keeping the people informed and helping everyone to stay connected.
3. ROLES AND FUNCTIONS OF MEDIA IN A DEMOCRATIC SOCIETY
Democracy comes from the Greek word demo (people) and
kratos (rule). In a democratic society like our country, the welfare of the
public is important and our rights are protected by the government.
Looking back at our history, there have been instances when
people had been restricted to express their ideas and fight for their rights.
For example, some of our heroes use pen names in their writings which
criticizes the colonial Spain. Some of them were Dr. Jose Rizal who used
the pen name Laong Laan and Dimasalang, Marcelo H. Del Pilar used
Plaridel, and Graciano Lopez Jaena wrote under the name of Diego
Laura.
Our country’s 1986 and 2001 People power revolution perfectly
showed the importance of the role of media in today’s society.
Prior to People Power I, local newspaper, such as Manila Times
and its sister-paper Daily Mirror, Manila Chronicles, Philippines Press,
and many others, reported about the pervasive protests of people against
the government because of its inability to respond to issues regarding
labor, poverty, and education. Hence, news reporters from TV and radio
stations exposed illegal abductions of citizens who were tortured for
criticizing the government.
As a result, in September 21, 1972, President Ferdinand E.
Marcos, declared Martial law in hope of restoring the peace and order in
the country. Instead, this dictatorial government had taken over the mass
media. Some editors and journalists were arrested and detained to control
the dissemination of negative news against the government, particularly
the president.
During the tenure of President Joseph Estrada on the other
hand, the media reported about his involvement in illegal gambling and
adultery. This led to a call for an impeachment trial where President
Estrada was accused of plunder, betrayal of public trust, and culpable
violation of Constitution as cited in Article XI. Television and radio stations
made a live coverage of its court proceedings as the entire nation took
interest in this issue. When the second envelope, which allegedly
contained incriminating evidences against president Estrada, was not
opened based on the senators’ majority vote, the prosecutors walked out.
Also, the people who were watching it since the first day of the trial
believed that the truth had been compromised.
Going to the present time, media is now not limited to radio,
newspapers and Televisions. It expanded to greater, more massive
platforms which provides immediate information and requires less
expense in access and production such as social media, online news and
other digital platforms.
Unlike before where production and transmission were limited
only to professionals like journalists, columnists, news reporters and the
like, the availability of new media platforms paved its way in giving
freedom and access to public and private individuals where almost
everyone can give their opinion or insights on a certain issue, share
information, create and manage their own video logs (VLOG) or web logs
(BLOG) with the use of social media platforms such as Facebook, Twitter,
YouTube, Instagram and more. This resulted to the greater awareness,
more active participation of the citizens and bigger need for transparency
of information.
President Rodrigo Roa Duterte passed Executive Order No. 2,
Series of 2016, which implemented the Freedom of Information (FoI)
Program in the executive branch. It refers to the right of the people to
information on matters of public concern.
However, the freedom of the people to express their ideas and
share information also entails big responsibility in delivering accurate,
reliable and non- malicious information to the public. The lack of
responsibility, reliability and capacity of people to filter accurate
information led to spread of “fake news”.
Senator Joel Villanueva filed the Anti-Fake News Bill on June,
22 2017 that gives stiffer penalties
to individuals “who maliciously offer, publish, distribute, circulate, and
spread false news or information in print, broadcast or online media.”
The roles and functions of media never changed. As time
passes, it only grows. With the massive
reach of media, it can greatly influence people’s views and actions. This
proves that in a democratic society, the media’s role is very crucial as it
becomes a reliable source of information.
 MEDIA AND INFORMATION LITERACY
Lesson 4: The Different Types of Media and its Impact on People
A. TYPES OF MEDIA
Newspapers, magazines, television, and the Internet are some
types of media that we use tocomplete our daily activities. Which among
those types of media do you often use? What do you use them for? The
following discussion will help you identify print media, broadcast media,
and new media.
PRINT MEDIA
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.
We use different kinds of media every day. Which among the
following do you often read or use?
1. Book. It is a reading material that can either be fictional or
nonfictional. In the past, texts were written on parchment paper using a
quill, then the pages are sewn together to form a book. Today, texts are
encoded and laid out using a computer, then sent to the printing press for
mass production. Students use books in school as reference materials,
such as almanac, dictionary, and atlas, which are commonly found in the
library.
Published every year, the almanac contains detailed information
about topics of special interest like the countries around the world. It also
highlights statistical, tabular, and general facts and figures.
A dictionary is a reference material used to find the word’s
definition, etymology, pronunciation, forms, and syntactical and idiomatic
uses.
Words in the dictionary are arranged alphabetically.
Merriam-Websters, Random House, and Oxford Dictionary are some
famous examples of dictionaries. Similar to a dictionary, the word entries
in a thesaurus are also arranged alphabetically, each containing the
meaning based on its synonyms and antonyms.
An atlas is a collection of maps showing geographic features,
political boundaries, including the climatic, social, and economic statistics
of a specific area. It also contains informative tables, charts, or plates.
The word atlas is derived from Greek mythology. Atlas is a Titan who
revolted against the gods. As punishment, Atlas has to carry the word on
his shoulders.
2. Newspaper. Printed on a daily or weekly basis, a newspaper
contains a wide range of articles that appear on the different sections,
such as news, business, lifestyle, sports, and entertainment sections. It
also has an editorial page where editors of the newspaper share their
views and opinions on relevant and current issues. Most newspapers also
have a comic page. Publishers allow advertisers to post classified ads, job
openings, and other announcements to help finance their publication
needs.
A newspaper has two types: the broadsheet and the tabloid. The
target readers of a broadsheet are usually the professionals who prefer
reading formal news and indepth analysis of issues. On the other hand, a
tabloid is pegged for those who prefer reading condensed news and
entertainment articles that use informal language.
3. Magazine. A magazine is also a periodical publication
released weekly, monthly, or quarterly. It contains articles on various
topics depending on the subject or area the magazine covers. For
example, an entertainment magazine features articles about celebrities
while a health magazine contains tips on how to live a healthy lifestyle.
A magazine looks more attractive than a newspaper in terms of its
cover, design, layout, and quality of paper used.
4. Journal. Similar to a newspaper, a journal contains informative
articles and provides accurate reports on specific topics, such as
medicine. It can also be compound to a magazine as it targets a particular
type of audience. For example, a medical journal is intended for medicine
students or medical practitioners.
5. Newsletter. Organizations or companies release new letters
for special purposes. A newsletter is published either weekly or monthly. It
can be a bulletin where a company or an organization informs its readers
about the updates and happenings in their institution or community. A
newsletter can also contain special features on topics that might be of
interest or value to its targeted readers.
6. Gazette. A gazette pertains to the official publication of a
government organization or an institution, which is intended for public
notices or listing of appointments.
7. Pamphlet. A pamphlet can be a small booklet, a leaflet, or a
primer. It contains a detailed, yet easy to understand, text with images. It
is released by an organization or company to inform the public regarding
special topics or issues.
8. Brochure. It is a small book or magazine that contains pictures
and information about the products or services offered by a company.
9. Leaflet and flyer. A leaflet and a flyer refer to a printed sheet
of paper that contains information about a product for advertising
purposes. Leaflets and flyers are distributed and given free to targeted
customers to promote a product.
BROADCAST
Broadcast Media consists of programs produced by television
networks and radio stations. Contrary to print media, broadcast media airs
audio and video materials for the public’s information, interest, or leisure.
Radio, television, and films are three forms of broadcast media.
1. Radio. The first known radio is attributed to the Italian inventor,
Guglielmo Marconi, when he made
the wireless telegraph in 1895. Using radio waves, he
was able to transmit Morse code using the instrument
he made. With the use of a small device called the
transistor, the flow of electricity in radios and other
types of broadcast media can be controlled.
Radio announcers or DJs deliver the news or play music through
electric currents or frequencies between about 3000 hertz to
300gigahertz. A radio can be set in an AM or FM mode. AM stands for
amplitude modulation, while FM stands for frequent modulation. In an AM
mode, the amplitude of the radio signal encodes information, while the FM
mode uses a change in frequency to encode information.
2. Television. The television is one of the most visible appliances
at home. It is equipped with an electronic system capable of sending
images and sounds by wire or through space. A television can receive
and project transient images of fixed or moving objects with sound.
 MEDIA AND INFORMATION LITERACY
Through its complex electronic system connected by wires, the
television can transmit data through the apparatus, which is a cable of
converting light and sound into electrical waves, and reconverts them into
visible light rays and audible sound back to the viewers through the TV
screen and speaker.
Vladimir Kosma Zworykin, a Russian – born American inventor,
and Philo Taylor Farnsworth from Utah are credited as the inventors of
modern television. Zworykin is acknowledged as the Father of Modern
Television as he owns the patent rights, but it was Farnsworth who is
credited for the successful demonstration of the transmission of television
signals.
3. Film. A film is similar to a television show as it offers a variety
of themes and genres. It can be about drama, comedy, horror, action, an
animation, or a documentary. Films, also called movies or motion pictures,
are shown in theaters. They are a series of still images captured on film
and screen. The first films were the silent, movies in black and white, as
color and sound technology back then were not yet introduced. Some
equipment used in making a film is video cameras and lighting systems.
On December 28, 1895, the world’s first commercial movie
screening titled,” Arrivée dunon train à la Ciota’ (‘Arrival of a Train at La
Ciotat’)” took place at the Grand Cafe in Paris. Shooting their 50- second
presentation reportedly frightened audiences, who believed the
locomotive would leave the screen and run over them.
The film was made by Louis and Auguste Lumiere, two French
brothers who developed a camera-projector called the Cinematographe.
TV AND MOVIE CLASSIFICATION RATINGS
With cable channels providing a wide range of shows, most
children nowadays prefer to watch the television during their leisure time
instead of playing and outdoors. However, not all shows are suitable for
children. In the Philippines, the Movie and TV Ratings Classification
Board (MTRCB) releases a classification rating for the information of
parents.
● G rating means that the show is for general patronage.
● PG rating means that the show requires parental guidance.
● SPG rating means that strict parental guidance is required as the
show may have themes that involved violence, horror, and
inappropriate language that are not suitable for young audiences.
NEW MEDIA (INTERNET)
Students of today’s generation are lucky that they can access
information quickly and easily because of the Internet. When the Internet
was not yet introduced, gatherings information for research took much
effort as one needs to visit the library to look for the appropriate reference
materials. Today, the Internet allows users to browse different websites
and communicate with other people through the web. The Internet is an
electronic communications network that connects computer users through
various networks and organizational computer facilities around the world.
The following are some features of the Internet.
1. Web page. The Internet is also called the worldwide
communication network of computers. The web is the most widely used
service on the Internet. It consists of many web pages joined by
hyperlinks. These web pages contain information about a person or an
organization and are made available online by any individual, institution,
and organization. Some web pages require the user to sign up first before
gaining access to the page.
2. Hypertext. The information arranged in a computer database
can easily be accessed through a hypertext, which allows a user to get
information and go from one document to another by clicking on
highlighted words or pictures. In short, hypertext is a list of information
that can be displayed and accessed directly by users.
3. Instant messaging. Through instant messaging (IM), a user
can interact with another user through online chat in real-time. An IM can
transmit in real-time a text, image, emoji, document, and video file, among
others.
4. E-mail. Through an e-mail or electronic message, a user can
send information to other people in any part of the world. The information
can be encoded in the message area or attached as a document.
Applications like Google Drive and Dropbox are designed to allow users
to link and synchronize e-mail attachments that have big files, such as
images and videos.
5. Distance education. With distance education, students
can now study online in any part of the world. The student will receive
materials from the facilitator or instructor through e-mail or from a
portal where the student needs to sign up for an account. Once the
personal account is activated, the lesson in the virtual classroom can
now be accessed. Some educational institutions, like the University of
the Philippines, have taken the initiative to provide distance education
through their open university. ESL (English as a Second Language)
schools that teach English to foreigners online through Skype is
considered a form of distance education, too.
6. E-book. An e-book refers to a digital or electronic version of a
printed book, which can be accessed with the use of a computer or a
gadget.
7. Online shopping. In the past, people need to go to the
supermarket or department store to buy something. But with the use of
the Internet, consumers can now shop online. Buying online allows
consumers to shop at their convenience because they can purchase while
at home and charge the items to their credit cards. The purchased
products are then delivered directly to the buyer’s doorstep through
shipment. Online shopping provides consumers more choices of products
with a new or unique concept. This is beneficial for budding entrepreneurs
as they can advertise their products easily and reach out to more
consumers, even to those who live overseas. Internationally, eBay and
Amazon. com are popular websites for online Shopping. In the
Philippines, Lazada.com.ph, Shopee.ph, and Wish.com are some
examples of popular online shopping sites. Shopping online may be
convenient, but consumers and entrepreneurs alike should be careful
when transacting business online to ensure that they are dealing with
legitimate persons or entities.
8. Media convergence. It interconnects information with
communication technologies, computer networks, and stable and reliable
Internet connection. In the past Internet connection is established
employing a dial-up where a modem is connected to a phone line.
Nowadays, the Internet is much faster as there are varied modes of
connection like broadband, cable, and wireless connection (Wi-Fi)
B. THE INFLUENCE OF MEDIA IN THE WORLD WIDE WEB
Have you tried making a home video and uploading it in
YouTube? Do you ever wonder how a video or a message becomes viral
or trending? When we say that something has gone viral or trending on
the Internet, it means that a video or message has massively and quickly
gained high popularity. A viral video, for example, should have been
viewed, liked, and shared countless times. Apart from videos, a meme
can also go delete viral trending. A meme can be a funny image, video, or
 MEDIA AND INFORMATION LITERACY

text that has been shared, copied, and tweaked by Internet users and has
spread rapidly on their social media account. Information becomes
trending once it has spread all over the Internet and becomes
phenomenal among netizens (citizens of the internet).
 MEDIA AND INFORMATION LITERACY
Lesson 5: Indigenous Media and Common Sources Information
MEDIA AND INFORMATION SOURCE
A media source pertains to any means of communicating to a
general, public audience.
Example
Read an article in the newspaper. But on television, viewers
typically remember how a news story made them feel, rather than the
details of the story.
A material is indigenous when it exists naturally in a particular
region or environment using indigenous materials or resources, reflecting
community needs and interests, visions and aspirations, and independent
from vested interest groups.
An ethnic tribe who has preserved and still practice the culture
and tradition of their ancestors.
● Indigenous Knowledge or community media refers to
knowledge that is unique to a specific culture or society.
● Indigenous media or the means of transmitting indigenous
knowledge is practiced as an oral tradition
It is not written down and is orally passed from one generation to
another in the form of storytelling. In this way, our ancestors were able to
narrate their beliefs, history, culture, and tradition. A library is a place in
which literary, musical, artistic, or reference materials (such as books,
manuscripts, recordings, or films) are kept for use but not for sale.
A library is a place in which literary, musical, artistic, or
reference materials (such as books, manuscripts, recordings, or films) are
kept for use but not for sale.
FOUR MAJOR TYPES OF LIBRARIES:
● Public library serves cities and towns of all types.
● Academic library serves colleges and universities.
● School library serves students from Kindergarten to Grade 12.
● Special library are in specialized environments, such as
hospitals, corporations, museums, the military, private
businesses, and the government.
The Bibliotheque Nationale de France (National Library of
France) built-in 1368 is considered the oldest public library in the world
On August 12, 1887, a royal order from the Spanish government
established the Bibliotheca Nacional de Filipinas, which was later
called the National Library of the Philippine Islands. To date, it is known as
the National Library of the Philippines.
It is located in Ermita, Manila, near Rizal Park and fronting T.M.
Kalaw Avenue.
Noli Me Tangere, El Filibusterismo, and Mi ultimo adios.
Internet is a global computer network providing different
information and communication facilities, consisting of interconnected
networks using standardized communication protocols.
The Internet is by far the most popular source of information
and the preferred choice of most people nowadays.
EVALUATING INFORMATION
● First, check the accuracy of the content.
● Second, look for the author.
● Third, do not forget to check for the currency of the information.
● Lastly, The information should be relevant.
Scholarly Journals that provide highly specific information for
scholars and researchers.
Trade publications aim towards professionals in a specific
discipline.
Magazines show summaries of issues published regularly,
weekly or monthly about a specific topic for a general audience.
Social media users can create and share content or participate
in social networking.
Blog or a weblog is similar to an editorial column where the
editor expresses his or her opinion on a certain issue of interest.
Video logs or vlogging where instead of writing, they post
videos sharing their travels,adventures, and other experiences in which
one may find substantial information
Lesson 6: How to Present an Issue in Varied ways to Disseminate
Information Using Codes, Convention, and Language of Media
Genre comes from the French word meaning 'type' or 'class’. It
can be recognized by its common set of distinguishing features (codes
and conventions). Media codes and conventions are like the building
blocks of all the media around us.
Codes are a system of signs which create meaning. They
generally have an agreed meaning, or connotation to their audience.
Codes can be divided into three categories – technical and symbolic and
written codes.
● Symbolic code shows what is beneath the surface of what we
see. For example, a red rose may symbolically convey
romance, or a clenched fist may be used to communicate
danger.
● Technical Codes are all how equipment is used to tell the story
in a media text. For example, the camera work in a film like high
angle camera shots to create a feeling of power in a
photograph, or lighting to communicate danger in a feature film.
● Written codes are the formal written language used in a media
product. Just like technical and symbolic codes, written codes
can be used to advance a narrative, communicate information
about a character or issues and themes in the media product.
Written codes include printed language which is the text you
can see within the frame and how it is presented, and also
spoken language, which includes dialogue and song lyrics.
Conventions are accepted ways of using media codes. Conventions are
closely connected to the audience expectations of a media product.
Different types of conventions include form conventions, story
conventions, and genre conventions.
● Form conventions are the certain ways we expect types of
media’s codes to be arranged. For instance, an audience
expects to have a title of the film at the beginning, and then
credits at the end. Newspapers will have a masthead, the most
important news on the front page, and sports news on the back
page. Video games usually start 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 media products.
Examples of story conventions include: Narrative structures,
Cause and effect, Character construction, and Point of View.
● Genre conventions point to the common use of tropes,
characters, settings, or themes in a particular type of medium.
 MEDIA AND INFORMATION LITERACY
Genre conventions are closely linked with audience
expectations. Genre conventions can be formal or thematic.
HOW CODES AND CONVENTIONS APPLY IN MEDIA STUDIES?
Codes and conventions are used together in any study of the
genre—it is not enough to discuss a technical code used such as camera
work, without saying how it is conventionally used in a genre.
For example, the technical code of lighting is used in some way
in all film genres. It is a convention of the horror genre that side and
backlighting is used to create mystery and suspense – an integral part of
any horror movie.
To delve deeper into common codes and conventions, explore
this glossary of terms from
https://kohner.wikispaces.com/file/view/glossary_media_studies.pdf\
Appeal to emotion – an advertising technique when
advertisers appeal to those emotional needs experienced by all humans
Association – an advertising technique whereby products are
associated with the people, values, and lifestyles depicted in the ads
Brand extension – extending the brand name to other
products
Brand equity – money earned by brand name
Camera angles – the angle, high, straight, or low that a shot is
taken
Camera shots – the distance between the camera and the
subject
Camera movement – the movement of the camera position
from left to right, forward or backward, up or down, stationary left or right,
and zoom in or out.
Caption – phrase, sentence, or short paragraph describing the
contents of an illustration such as photos or charts. Photo captions are
usually placed directly above, below, or to the side of the pictures they
describe.
Claim – the verbal or print part of an ad that makes some claim
of superiority for the product Codes and convention: the familiar and
predictable forms and techniques used by the media to communicate
certain ideas or to convey a desired impression.
Constructed - built, formed, or devised by fitting parts or
elements together systematically.
Copy – text including advertiser’s name, sales message,
trademark or slogan Deconstruct – to take apart, analyze, or break down
a media text into its parts to understand how and why it was created
Demographics – common characteristics used for population
segmentation (or intended/target audience) including age, gender,
postcode, and income
Fada custom, style, etc., that may people are interested in for a
short time: passing craze
Fear tactic – an advertising technique whereby products are
sold based on our fears
Genre – kind or type
Gender Identity- the sex group (masculine or feminine) to
which an individual biologically belongs
Gender role – the set of behaviors that society considers
appropriate for each sex
Gender stereotype – an oversimplified or distorted
generalization about the characteristics of men and women
Headline – the short lines of emphasized text that introduce detail
information in the body test follows
Ideology – the doctrines, opinions, or way of thinking of an
individual, class, etc.; specifically, the body of ideas on which a particular
political, economic, or social system is based; a set of beliefs about the
world
Jingle – verse or song that repeats sounds or has a catchy
rhythm
Jolt – a new jolt occurs each time a camera shot changes
Line extension – new products in the same product category
using the same brand name
Media text - any form of reproduced communication, from a
book, film or CD, to an ad, a toy, or a T-shirt.
Mass Media – the methods of communication used to reach
large numbers of people at the same time – TV, newspapers, radio,
magazines, films, books, and the internet
Marketing – the process of promoting and selling a product or
service based on decisions about what the product image should be and
who is most likely to buy it
Parity product – products in which all most of the brands
available are identical
PSA – public service announcements
Psychographics – an analysis of people’s attitudes, beliefs,
desires, and needs.
Popular culture – mainstream culture – the arts, artifacts,
entertainments, fads, beliefs, and values shared by large segments of the
society
Positioning – based upon what the product does and who it is
for
Public Service Announcement – PSAs are part of the
listening agreement of every commercial television and radio station and
produce no advertising revenue. PSAs sell ideas, such as donating to
charity, or awareness campaign
Read – to analyze to meaning
Representation – the groups are presented in the media and
popular culture, often through stereotypical images that affect our views of
gender, race, class, age, and ability
Slogan – short, memorable advertising phrase. When a
product or company uses a slogan consistently, the slogan can become
an important element of identification in the public’s perception of the
product
Sex role – a person sex’ role is defined partly by genetic
makeup but mainly by the society and culture in which the individual lives
Signature – contact information
Stereotypes – an unvarying form or pattern: specifically, a fixed
or conventional notion or conception, as of a person, group, idea, etc.,
held by some people, and allowing for no individuality, critical
judgment, etc.; over-simplified images or representations of people or
groups of people based on race, gender, occupation, or age which can be
used to justify our popular attitudes and beliefs
Storyboard – a series of sketches of the frames of an event,
with the corresponding audio information, and shot list
Subheads – mini-headlines that appear lower in the print ad
making the copy easier to read making the ad more appealing, helping
direct the reader’s attention
Tag line – a phrase that follows the brand name and it is often
at the end of a commercial or the bottom of an ad
Target audience – specific groups of people that media
producers or advisers want to reach
Text – anything that is read, listened to, or viewed
Trend – to have a general tendency: said of events, conditions,
opinions, etc.
 MEDIA AND INFORMATION LITERACY

Visual – photo or graphic

Go over the list of magazine terms then get a popular magazine

and refer to the items on the list to mark the parts or sections of the
magazine. Use small sticky colored notes as markers on the
corresponding parts.

Box out – a colored box behind some text, usually used to

make the text stand out.
Byline – name of the reporter
Caption – the text underneath an image explaining it
Credits – the name/s of the photographer/s indicated below
photographs; authors are usually credited in the form of a by-line
Crosshead – a subhead that shows in the body of the text and
is centered above the column of text; if it is set to one side then it is called
a side-head
Exclusive – this means that the magazine solely covered the
story; the publication pays the interviewees and buys the story so it
cannot be used by another publication; also called a “special”
Feature – an article with a human-interest angle presented as a
spread, but not necessarily a news item (current affairs)
Headline – main statement, usually in the largest and boldest
font, describing the main story; banner headline spans the full width of the
page
Kicker – this is a story designed to stand out from the rest of
the page by using different font (typeface) and layout.
Lead story – usually a splash; its main story
Lure – it’s usually a word or phrase that entices the reader to
read the inside articles; can be used as a marketing device
Masthead – the title block for the magazine; usually this is the
most eye-catching convention on a page and has to be distinct.
Menu – the list of contents inside the paper
Pugs – this is where the logo of the magazine, the price, and a
promo are placed to catch the reader’s eye; it is usually on the top left
hand or right-hand corner of the magazine
Secondary lead – a sneak preview of an inside article or story:
usually a picture
Sidebar – an additional box next to the main feature of the
magazine
Splash – main story of the front page accompanied with the
headline and a photograph
Spread – a story that covers more than one page.
Standfirstcodes – sentence after a headline and before an
article begins that ‘sells’ a feature to a reader
Strapline – subheading (heading below the initial headline)
Tag – categorizing the reader’s interest in a story by using a
word or phrase to engage them (e.g., sensational, new, exclusive