MELC 1 - DESCRIBING HOW COMMUNICATION IS INFLUENCED BY MEDIA AND INFORMATION

• Communication - Process of sharing and conveying messages or information from one

person to another within across channels, context and media (McCornack, 2014)
• Information - A broad term that covers processed data, knowledge derived from study,
experience, instruction, signals or symbols.
• Media - Channels or ways we use to transmit or communicate messages. It is also refers to physical objects used to
communicate with, or the mass communication through physical objects such as radio, television, computers, film, etc.
•Technology - Application of scientific knowledge to practical aims of human life or to change and manipulate the human
environment. Basically, these are the advancements/developments that aim to improve the quality of our lives.
INFORMATION – What do we communicate?
MEDIA – How do we communicate?
TECHNOLOGY – What can we use to communicate better?
•How does media & information affect communication?
- sharing information, ideas, personal messages and other content become more widespread and accessible.
- can make strong your existing relationship and make new friends from all over the world through different social
networking websites or applications.
While media can be a good channel for communication and good source of information, they also pose some threats to users:
- they become source of misinformation and fake news, making the receiver of the information deceived, confused and
misinformed.
- Social media made everyone feel they are allowed to say whatever comes to their mind, making them say things that
they would not normally say on personal encounters, thus fueling up bullying (cyberbullying).
- Media also pose medical, social and psychological issues. What is posted in media may cause dissatisfaction with body
image, creates addiction (Cyberaddiction), promotes identity stealing (identity theft), plagiarism, can destroy
interpersonal relationship etc.

MELC 2 – MEDIA LITERACY, INFORMATION LITERACY, AND TECHNOLOGY LITERACY

• Literacy: The ability to identify, understand, interpret, create, communicate and compute, using printed and written materials
associated with varying contexts. Literacy involves a continuum of learning, wherein individuals are able to achieve their goals,
develop their knowledge and potential, and participate fully in their community and wider society.
• Information Literacy: The ability to recognize when information is needed, and to locate, evaluate, and effectively communicate
information in its various formats.
1. Billy knew that the news he saw on the twitter is fake
2. Dave knew that it is not right to copy the work of an author without consent, so he sent an e-mail to ask for permission
• Media Literacy: The ability to access, analyze, evaluate, and create media in a variety of forms. It aims to empower citizens by
providing them with the competencies (knowledge and skills) necessary to engage with traditional media and new technologies.
1. Gale is aware of how media influences individuals, that is why she doesn’t let her 3-year-old brother to watch violent
themed movies and television shows.
2. Tristan looked for an elaborate discussion about covid-19 crisis, so he checked some posts from the World Health
Organization and Department of Health.
• Technology Literacy: The ability of an individual, either working independently or with others, to responsibly, appropriately, and
effectively use technological tools. Using these tools an individual can access, manage, integrate, evaluate, create and
communicate information. Emphasizes the proficiency in using technology and digital tools for a specific purpose.
1. John creates a video content for his weekly vlog by demonstrating his exceptional ability to use his camera to shoot and
his laptop to edit
MELC 3 - RESPONSIBLE USE OF MEDIA AND INFORMATION
Technological advances in the Digital Age gave tons of people access to tools for communication and media creation. However, this
opportunity also opened a chance for illegal and irresponsible making and sharing of media messages.
My Responsibility as a Media and Information literate Producer
1. Give credit where credit is due - It is important that we give proper credit to the owners or sources of the content we use (articles,
texts) or things we share (images, posts). What happens when what you’re sharing is someone else’s property or could harm
somebody? You may be answerable to the offended party, or you may be held liable under the law or regulations of certain
organizations.
2. Avoid sharing raw and unverified information - Raw and unverified information are those that have yet to be examined or
confirmed. While this information may be true, still, they are not yet proven so and so it may also be false or incomplete. We can
say that a piece of information is verified if credible people, news outlets, or organizations present pieces of evidence of cases of
facts to support the truthfulness and reliability of such information.
3. Think about who can see what you have shared - always assume that anything that you post online can be seen by other people –
people who may be influenced by your words or opinions or people who may disagree. Moreover, always be aware of how your
messages may be interpreted. So before sending that message or posting that status, evaluate how you constructed and
packaged your message, and ask yourself, will your intended receiver or audience understand this message the way I want them
to.
4. Be open to learning and constructive criticisms - it is important to keep an open mind to contrasting opinions and constructive
suggestions and understand that these may actually be learning opportunities for you, which will help you establish well-informed
opinions.
5. Share expert knowledge - The Internet is a great platform for sharing good information. However, it can also be used to spread
misinformation and distortions. If you hold a lot of knowledge about a certain topic or subject, don’t be afraid to share it online in a
manner that is helpful and accurate.
6. Respect other people’s privacy - Do not share information that friends or family entrusted you to keep confidential or information
that is private in nature, especially without their consent. Moreover, remember not to share information about others that could get
them-- or yourself -- into trouble, both personally and professionally.
MELC 4 - EVOLUTION OF MEDIA FROM THE TRADITIONAL TO NEW MEDIA
Media as a means of communication has long been used by society even before the rise of civilizations. As the people’s way of life
changes, the manner in which they send and receive messages also evolved accordingly. The evolution of media can be divided into
four (4) eras. They are the Pre-historic Era, Ancient Era, Industrial Era, and the Information Era (Revano, Jr, 2016).
 PRE-INDUSTRIAL AGE (BEFORE 1700S) - People discovered fire, developed paper from plants, and forged weapons and tools
with stone, bronze, copper and iron.

Examples:
• Cave paintings (35,000 BC) • Dibao in China (2nd Century)
• Clay tablets in Mesopotamia (2400 BC) • Codex in the Mayan region (5th Century)
• Papyrus in Egypt (2500 BC) • Printing press using wood blocks (220 AD)
• Acta Diurna in Rome (130 BC)

 INDUSTRIAL AGE (1700S-1930S) - People used the power of steam, developed machine tools, established iron production, and
the manufacturing of various products (including books through the printing press).
Examples:
• Printing press for mass production (19th century) • Commercial motion pictures (1913)
• Newspaper- The London Gazette (1640) • Motion picture with sound (1926)
• Typewriter (1800) • Telegraph
• Telephone (1876) • Punch cards
• Motion picture photography/projection (1890)

 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 • Mainframe computers - i.e. IBM 704 (1960)
• Television (1941) • Personal computers - i.e. Hewlett-Packard 9100A (1968),
• Large electronic computers- i.e. EDSAC (1949) and UNIVAC Apple 1 (1976)
1 (1951) • OHP, LCD projectors
 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: Mosaic (1993), Internet Explorer (1995) • Video chat: Skype (2003), Google Hangouts (2013)
• Blogs: Blogspot (1999), LiveJournal (1999), WordPress • Search Engines: Google (1996), Yahoo (1995)
(2003) • Portable computers- laptops (1980), netbooks (2008), tablets
• Social networks: Friendster (2002), Multiply (2003), Facebook (1993)
(2004) • Smart phones
• Microblogs: Twitter (2006), Tumblr (2007) • Wearable technology
• Video: YouTube (2005) • Cloud and Big Data
• Augmented Reality / Virtual Reality
MELC 5 - DIFFERENT TYPES OF MEDIA
1. Print Media - media consisting of paper and ink, reproduced in a printing process that is traditionally mechanical.
Kinds of Print Media
 Text printed media – a simple and flexible format for conveying ideas, whether handwritten or printed.
Examples of these are books, newspapers, magazines, brochures, newsletters, catalogs, manuals and guides, direct
mail, business reports, post and flyers etc.
 Visual printed Media - pictures, photos, images and graphics used to channel communication using the sense of
sight. Example of these are posters, magazines, product packaging etc.

2. Broadcast Media - media such as radio and television that reach target audiences using airwaves as the transmission
medium.
Kinds of Broadcast Media
 Audio Media - uses audio or voice recording as a medium in the delivery of information to appeal to the auditory
sense. Examples of these are radio broadcasts, audiobooks, voice messages, audio news releases, audio drama and
plays etc.
 Multimedia – concerned with computer-controlled integration of different media types where every information
can be stored, communicated and handled digitally. Examples of these are television broadcast, online video ads,
interactive multimedia presentations, digital signage etc.

3. New Media - content organized and distributed on digital platforms. Examples of these are social media platforms
such as Facebook, twitter, Instagram etc., blogs, podcasts, streaming video platforms, virtual and augmented reality,
mobile applications, online gaming etc.

Media Convergence
 The co-existence of traditional and new media.
 The co-existence of print media, broadcast media (radio and television), the Internet, mobile phones, as well as
others, allowing 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.

MEDIA PLATFORM SPECIFIC EXAMPLE

CONVERGENCE IN
Communication Social Network Facebook, Instagram, functionality of social media
Education Learning management Google class, Edmodo
system
Advertisement / Commercial Product Advertisement Digitized print ads across different platforms
News News Agency A newspaper that still publishes through print and have online portal
(website, apps,
others) with multimedia contents
Entertainment Multimedia Personality A person who has a television show, publishes books, launches music
record, appears in movies, endorses commercial products, peddles
product line, has a digital multimedia game, concerts, etc.

MELC 6 – MEDIA AND INFORMATION SOURCES

SOURCES OF INFORMATION

1) PRIMARY SOURCES - An original, uninterpreted, or firsthand material created by the person(s) involved in an
activity or an event. These sources provide a direct window into the past, allowing us to better understand the
experiences, beliefs, and perspectives of people who lived during a particular historical period. Examples of these are:
- Archaeological Artifacts -
- Diaries and Autobiographies
- Letters and Manuscripts
- Photographs, paintings, and other visual art forms
- Interviews and oral histories
- Government documents such as laws, treaties, and court records

2) SECONDARY SOURCES – information obtained through the analysis, interpretation and evaluation of primary
source materials. These are created by authors who did not have direct involvement in the events or research they are
writing about. Example of these sources are:

- Newspaper articles - Biographies and historical novels

- Literature and Book reviews - Documentary Films and television programs
- Textbooks and academic articles - Theses and dissertations
3) TERTIARY SOURCES – information that collects, organizes and summarizes primary and secondary source of
materials. Tertiary sources are designed to provide quick and easy access to basic information. They are useful for
finding background information, verifying facts, and identifying key concepts or terms related to a particular topic.
Example of these sources are:

- Dictionaries and encyclopedias - Atlases and maps

- Almanacs and yearbooks - Directories and phone books
- Handbooks and guidebooks - Fact books and statistical compilations
- Indexes and abstracts - Web directories and search engines
- Bibliographies and citation indexes - Textbook annotations and study

- aids

WHERE TO FIND MEDIA AND INFORMATION SOURCES?

There are many places to find information and media sources, both online and offline. Some of the most common
places to look include:

1. Indigenous Knowledge: It refers to the knowledge, practices, and beliefs of indigenous people that have been
developed over generations through direct contact with their environment and cultural traditions. Various topics
including natural resources, medicinal plants, folk songs and tales and cultural practices are just few examples.
2. Libraries: School, public, academic, and special libraries are great places to find books, articles, newspapers, and
other primary and secondary sources of information.
3. Online Databases: There are many online databases that provide access to scholarly articles, books, newspapers,
and other primary and secondary sources of information, such as JSTOR, ProQuest, and PubMed.
4. News Websites: Many news organizations have websites where you can access current and past articles, videos,
and other media sources, such as CNN, BBC, and The New York Times.
5. Social Media: Social media platforms, such as Twitter and Facebook, can be useful for finding breaking news,
opinions, and other types of media content.
6. Government Websites: Government websites can provide access to primary sources of information, such as
laws, regulations, and official reports.
7. Museums and Archives: Museums and archives are great places to find primary sources of information, such as
historical documents, photographs, and artifacts.
8. Blogs: Personal blogs and professional blogs can provide valuable insights and opinions on various topics.

Note : It is important to evaluate the credibility and reliability of the sources you find and ensure that they come from
reputable and trustworthy sources.

EVALUATING INFORMATION

Evaluating information is an important skill that helps you assess the credibility, accuracy, and relevance of the sources
you use for research or decision-making. Here are some factors to consider when evaluating information:

1. Authority: Consider the credentials and expertise of the author or publisher. Is the author a recognized expert in
their field? Is the publisher reputable?
2. Accuracy: Check the information for accuracy and fact-check any claims made. Is the information supported by
evidence? Is it consistent with other credible sources?
3. Currency: Check the publication date of the information to ensure that it is up-to-date and relevant to your needs.
4. Objectivity: Consider any potential bias or agenda of the author or publisher. Are they presenting a balanced
view of the topic?
5. Audience: Consider the intended audience for the information. Is it appropriate for your needs? Is it written at an
appropriate level of complexity?
6. Relevance: Consider whether the information is relevant to your research or decision-making needs. Does it
provide the information you need to answer your questions or make an informed decision?
7. Sources: Consider the sources cited or used by the author. Are they credible and reliable sources of information?
8. Format: Consider the format of the information. Is it presented in a clear and organized manner? Is it easy to read
and understand?

By evaluating information using these factors, you can ensure that you are using credible, accurate, and relevant
information to inform your research or decision-making.