COVERAGE OUTLINE - Communication is from the latin word

1. Media and Information: The means “Communicare” which means to share

and end in communication or to divide our. It may also come from
2. Nature of Information and The Rise the latin word communis which means
of The Information Society working together.
3. Different Forms of Media - “One of the everyday activities that
4. Indigenous Knowledge and intertwine with our human lives daily
Indigenous Media that we sometimes overlook its
5. Digital Citizenship pervasiveness, importance complexity”
6. Netiquette (Foss 2006). They suggest that
7. Digital Footprint communicating feels so natural to
8. Storyboard, Video treatment and people that often it is taken for granted.
Digital Storytelling - Bulan and De Leon said that “without
9. Types of Code speech or oral communication,
10. Genre societies could not attain levels of
11. Fair use civilizations”.
12. Intellectual Property
13. Evolution of Media Communication Process through
Models

Media and Information TRANSMISSION MODELS

- The main means of mass Laswell’s Communication Model
communication
- media could be print media,
broadcast media and news media.
- The function of communication is to
inform.
- Media and information – intertwined
together.
- You cannot do away with
communicating, getting and sharing
information and utilizing media to Shannon-Weaver Model
achieve both.
- Plays a vital role on globalization.
- In the Philppines communication media
performs three major functions: to
inform, to entertain, to educate.
- For transferring of ideas, education,
entertainment, interacting with the
society and staying up-to-date.
INFORMATION
- data, knowledge derived from a study,
experience or instructions, signals, or
symbols. RITUAL/EXPRESSIVE MODELS
- Euphenisms or symbols.
THE COMMUNICATION PROCESS Happens due to the need to share
understanding and emotions.
- Ritualized meaning more suggestive
than explicitly stated and understanding
of it.

PUBLICITY MODELS
- Communication involves spectators
rather than participants or information
receivers.
- Telling a friend or a commercial.
- Attention is important because it will
Defining Communication measure how successful
communication has transpired.

1|SUNGA, C.J.
 RECEPTION MODELS
- Communication is an open process
which means messages sent and
received are open to different
interpretations based on the context
and culture of the receiver.
Berlo’s factors that affect
communication:
- Communication skills such as reading,
writing, listening, watching and
speaking.
- Knowledge about a subject or topic.
- Attitude towards the subject or topic.
- Social and cultural aspects that
influence the content of the message
and the manner by which it was sent.
NOTE:
- Understanding the communication process
can help make your communication endeavors
effective and efficient.
Different Definition of
Communication
OXFORD LEARNERS DICTIONARY
- Main ways that people receive
information and entertainment, that is
television, radio, newspaper and the
internet.
UNESCO MEDIA AND INFORMATION
LITERACY CURICCULUM FOR
TEACHERS
- Combination of physical object used to
communicate or mass communication
like, radio, televisions, computers, films,
etc.
- Source of credible information content
through an editorial process
determined by journalistic values and
editorial accountability.
THE PENGUIN DICTIONARY OF MEDIA
(2007)
- Means of distributing texts and
messages to a large number of
people.
- Carries a certain degree of intellectual
baggage.
David Buckingham, London Centre for
the Study of Children, Youth and Media
Director
- Something we use when we want to
communicate with people indirectly
rather than face to face contact.
- Provide channels where
representations and images can be
communicated indirectly.
Encyclopedic Dictionary of Semiotics,
Media and Communications
- Any means, agency or instrument of
communication.
- Physical means by which sign, and
text are encoded and through which it
is transmitted.
PRESIDENTIAL DECREE 1018
- Refers to the print medium of
communication wjich includes
newspapers, magazine, etc. and also
broadcast medium of communication
like radio, etc.
NOTE:
- Feel ko di sya important, kahit
pasadahan niyo nalang yung different
definitions.
Categories of Media
Modality
- Text, animations, videos, graphics,
audio.
Format
- Digital or Analog
Way of Transmitting
- Electromagnetic or radio waves, lighr
waves.
Mass Media Forms
- TV, radio, print, telephone, or mobile.
MIL as a Threat
1. Media becomes a source of
misinformation and fake news.
2. Though helps us communicate, it’s
abused by many.
2|SUNGA, C.J.
3. Media can pose medical, social and
psychological issues.
Media Literacy
- Ability to read, analyze, evaluate and
produce communication in a variety of
media forms.
- Covers how individuals use media
sources and make decisions on their
uses.
Information Literacy
- Identify the information needed,
access the information effectively and
efficiently, evaluate the information
and its sources critically.
- Ability to recognize when information is
needed and to locate, evaluate,
effectively use and communicate
information in its various formats.
Technology Literacy
- Ability to safely, responsibly,
creatively, and effectively use
appropriate technology to:
• Communicate
• Access collects, manages,
integrate, and evaluate
information.
• Try to predict future needs,
solve problems, and
innovatively create solutions.
• Build and share knowledge.
- Ability to use digital technology,
communication tools or networks to
locate, evaluate, use and create
information.
NOTE:
- According to UNESCO, “a literate
community is a dynamic community”.
Danger of Desentization
- There is a need to be media and
information literate to counteract the
physiological and psychological
tendencies toward the many
information’s encountered. (Potter,
2011)
- Automaticity/Automatic Response is
the state where our minds operate
without any conscious efforts from us.
- the programmed and predictable
response towards the information that
limits your opportunity to recognize
and maximize the gains of that
message,
- According to Callison and Tillie you are
a MIL individual if:
• Pose worthwhile questions.
• Evaluate the adequacy of the
argument.
• Recognize facts, inferences
and opinions and use each
appropriately.
• Give and receive criticisms
constructively.
• Extends line of thought
beyond the range of first
impressions.
• Articulate a complex position
without adding to its
complexity.
What it Takes to be MIL Literate
- Clarifying your goals and motivations
for seeking information – the greater
you need, the more effort you exert to
become selective of information at
your disposal.
- Acquiring more skills in discerning,
appreciating and filtering information.
Involves being media savvy and better
acquainted with information sources.
Typology of Media Literacy
ACQUIRING FUNDAMENTALS
- Learning the meaning of facial
expressions and natural sounds.
- Recognizing the rudiment pattern of
time-regular patterns.
- Recognizing shapes, forms, size,
color, movement, and spatial relations.
LANGUANG ACQUITION
- Recognizing speech sounds and
attach meaning to them.
- Orienting to visual and audio media.
- Recognizing certain characters in
visual media then follow them.
NARRATIVE ACQUITION
- Developing of understanding between:
• Fiction vs. Nonfiction
• Ads vs. Entertainment
• Real vs. Make believe.
- Understanding how to connect plot
elements.
3|SUNGA, C.J.
 •
•
Time sequencing
Motive – action – sequencing.
Nature of Information and The
DEVELOPMENT SKEPTICISM
- Sharpening differences between likes
and dislikes for shows, chracters and
actions.
- Discounting claims made in ads.
- Making fun of characters even though
those characters are not presented as
foils in their shows.
INTENSIVE DEVELOPMENT
- Strongly motivated to seek out topics
and information.
- Developing a detailed set of
information on a topic.
- Has high awareness of utility of
information and quick facility in
processing information judged to be
useful.
EXPERIENTIAL EXPLORING
- Seeking out different forms of content
and narratives.
- Focusing on searching for surprises,
and new emotional, moral and
aesthetic reactions.
CRITICAL APPRECIATION
- Accepting messages on their on terms
the evaluating them.
- Developing very broad and detailed
understanding of historical, economic,
political and artistic context of
message systems.
- Ability to make subtle comparisons
and contrasts among different
messages simultaneously.
- Ability to construct a summary
judgement about the overall strength
and weaknesses of a message.
SOCIAL RESPONSIBILITY
- Taking a moral stand that certain
messages are more constructive for
society than others.
- Recognizing that own individuals’
decisions affect society – no matter
how small.
- Recognizing that there are some
actions an individual can take in order
to make a constructive impact on
society.
Rise of The Information
Society
- McCreadle and Rice presented how
informations comes to us in modern
age:
• Information as stored
knowledge with books as
traditional storage medium.
• Information as data from
environment.
• Information is part of the
communication process
between indivduals and
groups. And meaning is
derived from the data of
words vonveyed.
• Information as a resource for
making decisions.
Information vs. Data
DATA
- Used as an input for computer system.
- Unprocessed facts and figures.
- Does not depend on information.
- Like the raw material.
INFORMATION
- The output of data
- Processed data.
- Information depends on the data.
- Information is the product.
- Information is the representation of
knowledge. Tends to be carrier in
materials like books documents, etc.
- Information comes as stimuli or
phenomena, not necessarily mean to
send a message but comes out as
informative as well.
- Information as part of the
communication process: People bear
meaning in verbal and nonverbal
actions, Timing and sociocultural
factors play a significant role in the
reception an processing and
interpretation of information.
- Information as a resource for action
and commodity: The receiver
interprets the message as it is
intended. Maps, roadmaps sign, etc.
are example of these.
4|SUNGA, C.J.
 Categorizing Information
- Burkhardt, Macdonald and
Rachemaster (2003) identified key
characteristics:
• Factual information verified
through some procedures,
like mathematical
computation.
• Analytical information-
derived from interpreting and
analyzing information.
• Subject information-
generated from a single point
of view. Most of the time it is
biased and favors only one
side.
Information Explosion
- Information anxiety
- Ever widening gao between what we
understand and what we think we
should understand. (Wurman 1989).
Different Froms of Media
- It has been argued that media evolves,
the newer one carries the features of
the predecessor. The following is the
usual observable sequence of the
main media forms or type: Press –
Cinema – Radio – Television – Video
games – Internet.
Print Media
- Refers to materials that are written and
are physically distributed.
- Books are very first mass media in
human history.
- Baran (2010) considers books
personal because they contain records
of past experiences and human
knowledge passed down to each
generation.
- As an escape or personal reflection.
- When reading a book, you are bale to
stretch your imagination and think
deeper about ideas that you don’t
normally encounter in your life.
- Book are movers and shakers of
culture.
- Books in physical form are being
stored digitally as e-books.
Film/Cinema
- The film as media is considered
impressionable and has cathartic
effect on the audience.
- With moving pictures, the film is able
to enhance the media experience of its
consumer because of audio-video
component which heightens both the
sense of hearing and sight.
- Films are important cultural artifacts
because they reflect desires,
ideologies, and sensibilities of the
culture to which they originate from.
NOTE:
- Your information needs to dictate your
choice of media and information
sources.
- Sources are not all the same and
are not created equal.
Indigenous Knowledge and
Indigenous Media
-
- According to Warren, Indigenous
knowledge is knowledge that is unique
to a given culture or society.
- Basis for local-level decision making in
agriculture, healthcare and other
activities in rural communities.
- Relayed through people media (which
are the persons involved in the use of
analysis, evaluation, and production od
media and information) through
indigenous media.
- Indigenous communities are typically
known to adhere to oral tradition of
communication, characterized by f2f
interaction, limiting the transfer and
access of information over long
distances and containing within the
borders of the community.
Indigenous Media as Tool for
Expression and Participation
- Popular media cannot reach some
rural areas.
- Indigenous media and information are
high credible because they are near
the source and seldom circulated for
profit.
- IM are channels for change, education
and development because of its direct
access to local channels.
- Ignoring IM can result to development
and education programs that are
irrelevant and ineffective.
5|SUNGA, C.J.
 - Example of IM: Folk, Direct
observation, Records, Oral instruction,
gathering.
- Information opened my IM öpens up
other spaces for discussion of
indigenous people’s issue”.
- New media and ICT have dramatically
helped boost community media on
some parts of the ASEAN.
- Indigenous youth are exploring online
platforms such as social media for
their news and information
consumption.
Library as Repository of
Information
- Libraries came into existence because
of the birth of the printing press.
- Main role of library is to organize and
provide access to information.
- Libraries are no longer limited to being
repositories of informational materials.
Modern libraries are connected to the
internet to provide a myriad of sources
and databases from various platforms.
Media as Information Tools
SOCIAL MEDIA
Pros
- Reach correct audience through
hashtags and following.
- Gather information about targets.
- Easy feedback
- Give voice to timid people.’
- Bring people together.
Cons
- Very time consuming to engage
directly with followers.
- Need to keep fresh content.
- Cannot control the message or how
people react to online contents.
- Mistakes can happen in real time with
-
thousands of witnesses.
Campaigns get hijacked by
destructors.
WORLD WIDE WEB
Pros
- Main point of contract between the
user and the audience.
- Acts as a hub for all the other
activities.
- Easy to access from multiple
platforms.
- 24/7 react with target audiences.
Cons
- Perceived didfficulty to set up.
- High-cost maintenance.
- Information Control
RADIO
Pros
- Trusted medium with loyal followers.
- Community radio has loyal audiences
interested in local activities.
- National broadcasters can carry
messages nationwide.
Cons
- Niche market: stations can cater to
specific types of listeners.
- Audience will tune out
- Background medium
- Difficult to incite action
TELEVISION
Pros
- Quickly spreads the message on
different channels and at different
times of day.
- Improves credibility.
- Best suited credibility for large scale
communication achievement.
Cons
- Expensive
- Short message that must be repeated
- Advertisement can be skipped
through,
- Advertisements can be skipped
through PUVs.
- Traditional jeepney is less watched by
younger people.
Digital Citizenship
- The norms of appropriate and
responsible technology use.
- A holistic and positive approach to
helping children learn how to be safe
and secure, as well as smart and
effective participants in a digital world.
Respect yourself / Respect Others
- Digital etiquette
- Digital Access
6|SUNGA, C.J.
 - Digital Law
Educate Yourself / Connect with others
- Digital Literacy
- Digital communication
- Digital Commerce
Protect Yourself / Protect others
- Digital rights and responsibility
- Digital Safety
- Digital health and welfare.
Netiquette
- Set of rules for behaving properly
online
Core Rules of Netiquette
1. Remember the human
2. Adhere to the same standards of
behavior online that you follow in real
life.
3. Know where you are in cyberspace.
4. Respect other people’s time and
bandwith.
5. Make yourself look good online.
6. Share expert knowledge
7. Help keep flamewars under control
8. Respect other peoples privacy
9. Don’t abuse your power
10. Be forgiving of others mistakes.
Digital Footprint
- It is a trail of data you create while
using the internet.
- We all leave a digital footprint. Once
it’s online, it’s virtually impossible to
scrub it out and the data will be online
forever.
- A positive digital footprint signifies a
good online reputation that lets you
expand your social network and
achieve your career goals. Whenever
you go online, you create a digital
version of yourself. All your posts,
photos, videos and comments can be
accessed, shared or stored by other
members of the community.
Storyboard, Video Treatment
and Digital Storytelling
Storyboard
- A graphic representation of how your
video will unfold, shot by shot.
- A comic version of the script.
Video Treatment
- Covers the basic ideas and issues of
the production as well as the main
characters, locations, and story
angles.
- Covers the full story sequence and
typically contains some key scenes.
- Consists of written condensation of a
proposed film or TV Production.
- Written in present tense, using active
language, and often read like a short
story.
Digital Storytelling
- Sophisticated digital stories can be
interactive movies that include highly
produced audio and visual effects, but
a set of slides with corresponding
narration or music constitutes a basic
digital story.
- Digital stories can be instructional,
persuasive, historical or reflective.
- It is the practice of combining narrative
with digital content, including images,
sound and video, to create a short
movie, typically with a strong
emotional component.
Types of Code
Codes
- Are systems of signs wi=hich create
meaning.
Conventions
- Are the generally accepted ways of
doing something.
Technical
- a voluntary industry code that sets out
the requirements and best practices to
7|SUNGA, C.J.
 ensure network facilities, services and
equipment are interoperable and safe.
- Technical codes include sound,
camera angles, types of shots and
lighting. They 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.
- Ways in which equipment is used to
tell a story.
Basic Camera Shots
Camera Angles
Camera Movement
- Storytelling with cinematography.
Panning
- Moving the camera lens from left to
right or vice versa. You should never
pan more than your head can move
from left to right.
Tilt
- Moving the camera upwards and
downwards. The same rules apply for
tilt, you should NOT tilt more than your
head can.
Truck
- Moving the camera physically from left
to right or vice versa, whilst remaining
perpendicular.
Symbolic
- Symbolic codes include 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 a clenched fist may be
used to communicate anger.
- Includes setting, mise en scene, acting
and colour.
- Show what is beneath the surface of
what we see. (object, setting, body
language, clothing, color, etc.)
Written
- Use of language style and textual
layout (headlines, captions, speech
bubbles, language style, etc.)
- Can be printed and spoken language.
Genre
- has been a major component in
understanding lliterature, theatre, film,
television and other art and media
forms.
- Esch of these categories of content of
these forms is what characterizes
genre. Particular set of conventions,
features and norms
- Comes from the French word type or
class.
- Can be recognized by its common set
of distinguishing features. (codes and
conventions).
Fair Use
Creative commons
- An American non-profit organization
devoted to expanding the range of
creative works available for others to
build upon legally. The organization
has released several copyright license
8|SUNGA, C.J.
 known as the creative commons
licenses free of charge to the public.
- Attribution: Must credit the author.
- Non-Commercial: You can’t make
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.
Fair Use
- Means you can use copyrighted
material without license only for certain
purposes. These Include:
• Commentary
• Criticism
• Reporting
• Research
• Teaching
• Comedy / Parody
Things to do for Fair Use
- Only use a small amount of work
- Add new meaning to the work to make
it original.
- Rework it and use it in a totally
different way.
- Use it for nonprofit purposes.
Things to do before using Info Online
- Check who owns it
- Get permission to use it
- Give credit to the creator
- But it (if necessary)
- Use it responsibly.
Intellectual Property
- Refers to the creation of mind, such as
inventions, literary and artistic works,
designs, symbols, names and images
used in commerce.
- 2 rights in IP are : Economic and Moral
Rights.
- Intellectual property is pretected in law
by World Intellectal Property
Organization (WIPO).
- Protect the product of your mind
(Republic Act 8293: Intellectual
Property Code of the PH).
Types of Intellectual Property
Copyright
- A legal term used to describe the
rights that creators have over their
literary and artistic works.U
- Books music, paintings, sculptures and
films, to computer programs,
databases, advertisements, maps and
technical drawings.
Patent
- Exclusive right granted for an
invention.
- Provides the patent owner with the
right to decide how or whether the
invention can be used by others.
Trademarks
- A sign capable of distinguishing the
goods or services of one enterprises
from those of other enterprises.
9|SUNGA, C.J.
 Industrial Design
- Constitutes the ornamental or
aesthetic aspect of an article.
- May consist ofthree-dimensional
features, such as the shape or surface
of an article or of two dimensional
features such as patterns, lines or
colors.

Geographical Indications and Industrial Age (1700s-1930s)

Appellations of Origin
- Signs used on goods that have
specific geographical origin and
possess qualities, a reputation or
characteristics that are essentitally
attributable to that place of origin.
- Most commonly includes the name of
the place of origin f the goods.
- People used the power of steam,
developed machine tools, established
iron production, and the manufacturing
of various product (including books
through the printing press).

Evolution of Media
- Mcluhan Mantra: The medium is the
message.
- Technological Determinism - society is
driven by changes in media and
communication technology.

Hot and Cold Media

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, electric
circuits, and the early computers in this
age, long distance communication
became more efficient.

Pre Industrial Age (Before 1700s)

- People discovered fire, developed
paper from plants, and forged
weapons and tools with stone, copper,
bronze and iron.

10 | S U N G A , C . J .
 needs sight, radio needs hearing while
television and film requires both.

New Media
- a term that encompasses the evolution
of existing media delivery systems as
well as the development of new digital
communication technologies. New
media includes digital communication
Information Age (1900s-2000s) technologies such as personal
- The internet paved the way for faster computers, mobile phones and the
communication and the creation of the internet.
social media/network. People
advanced 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.

NOTE:

- CULTURE SHAPES TECHNOLOGY:

Contrary to the idea of technology
affecting change to society, cultural
determinism explains that culture and
society shapes technology.

Traditional Media
- One directional. The media experience
is limited and the sense recepters are
very specific. Example is print media
11 | S U N G A , C . J .