➢ It means interacting with media like creating videos and

ENGL 5 podcast expressing oneself and shared online. Producing

3Q L1
“INTRODUCTION TO MEDIA LITERACY”
GRAPEVINE COMMUNICATION
➢ It is an informal communication, unorganized and
unofficial channel of communication in an organization.
➢ It is the highly sensitive channel
➢ Messages spreads very fast in all directions
➢ It is kind of horizontal communication
➢ Perceived by most employees as more believable and
reliable than formal communication
material for different media helps create a better
understanding and critical approach to media content.
5 KEY CONCEPTS IN MEDIA LITERACY
1. The media’s messages are artificially made.
2. The media composes its messages using a specific
language with a unique and specialized set of rules.
3. Audience perceive the same thing differently.
4. Construction of media messages is often profit-oriented
and success-driven.
5. The media possesses a generally different set of values and
viewpoints.

TYPES OF GRAPEVINE COMMUNICATION

INFORMATION LITERACY
➢ It is defined as a data that has been collected, processed,
and interpreted in order to be presented in a usable way.
1. THE WHEEL
➢ In this type of grapevine, one person is predominant. COMPONENTS OF INFORMATION LITERACY
He transmits grapevine to different persons or group IDENTIFY
of persons. ➢ refers to the ability to know if the information is needed,
identify what kind of information, and where to get the
information.
EVALUATE
➢ Includes the capacity to critically assess the sources of
2. THE CHAIN data, its substance, and credibility.
➢ the most common pattern in which APPLY
information passes through a series of people linked ➢ refers to the effective use of information and whether that
together in the organization information has been able to address a certain need or
resolve An issue.

TYPES OF INFORMATION
• Oral
3. THE CLUSTER
• Textual
➢ marked by having several groups of people linked
• Bibliographic
together by a cluster or chain of communication
• Numeric
• Graphic
• Multimedia

4. FREE FLOW CHARACTERISTICS OF INFORMATION

➢ most of the rumors or idle gossip is spread by random, • Factual
free flow or haphazard network • Analytical
• Objective
• Subjective

CHARACTERISTICS OF AN INFORMATION LITERATE

➢ Identify the extent of information needed

➢ Access the needed information effectively and efficiently
MEDIA LITERACY
➢ Evaluate information and its sources critically
➢ It implies having access to the media, understanding the
➢ Incorporate selected information into one’s knowledge
media, and creating/expressing oneself using media.
base
➢ It is defined as “education that aims to increase student’s
➢ Use information effectively to accomplish a specific
understanding and enjoyment of how the media works, how
purposes
they produce meaning, how they organized, and how they
➢ Understand the economic, legal, and social issues
construct reality”.
surrounding the use of information, and access and use
➢ According to UNESCO, “Media Literacy is an ability that
information ethically and legally
empowers individuals to access, retrieve, understand,
evaluate and use, to create as well as share information
and media content in all formats, using various tools, in a
critical , ethical and effective way, in order to participate
and engage in personal, professional and societal
activities”.

DIMENSIONS OF MEDIA LITERACY

TECHNOLOGY LITERACY
ACCESS
➢ According to Este (2017), “Technology literacy is the ability
➢ refers to having the use of media as well as media habits:
to effectively use technology to access, evaluate, integrate,
o Ability to use functions and navigation
create, communicate, and interact with media and
competence
information to enhance learning process through problem
o Competence in using media
solving and critical thinking.
o Knowledge of media regulations and legislations
➢ 2 Dimensions of Technology
o Physical Access
o Manipulation Technology
UNDERSTAND
➢ refers to the ability to understand different forms of media,
how it works, interpret and gain perspective on media and
content, and at the same time having a critical attitude.
CREATE