ENGL 5 o Knowledge of media regulations and

4Q L1 legislations
 2 Dimensions of Technology
“INTRODUCTION TO MEDIA LITERACY” o Physical Access
o Manipulation Technology
GRAPEVINE COMMUNICATION UNDERSTAND
 It is an informal communication, unorganized and  refers to the ability to understand different forms of
 unofficial channel of communication in an media, how it works, interpret and gain perspective
organization. on media and content, and at the same time having a
 It is the highly sensitive channel critical attitude.
 Messages spreads very fast in all directions CREATE
 It is kind of horizontal communication  It means interacting with media like creating videos
 Perceived by most employees as more believable and and podcast expressing oneself and shared online.
 reliable than formal communication Producing material for different media helps create a
better understanding and critical approach to media
content.
TYPES OF GRAPEVINE COMMUNICATION
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.
1. THE WHEEL 3. Audience perceive the same thing differently.
 In this type of grapevine, one person is 4. Construction of media messages is often profit-
predominant. He transmits grapevine to different oriented and success-driven.
persons or group of persons. 5. The media possesses a generally different set of
values and viewpoints.

INFORMATION LITERACY
2. THE CHAIN  It is defined as a data that has been collected,
 the most common pattern in which processed, and interpreted in order to be presented
information passes through a series of people in a usable way.
linked together in the organization
COMPONENTS OF INFORMATION
LITERACY
IDENTIFY
3. THE CLUSTER  refers to the ability to know if the information is
 marked by having several groups of people needed, identify what kind of information, and where
linked together by a cluster or chain of to get the information.
communication EVALUATE
 Includes the capacity to critically assess the sources
of data, its substance, and credibility.
APPLY
 refers to the effective use of information and whether
that information has been able to address a certain
4. FREE FLOW need or resolve An issue.
 most of the rumors or idle gossip is spread by
random, free flow or haphazard network TYPES OF INFORMATION
 Oral
MEDIA LITERACY  Textual
 It implies having access to the media, understanding  Bibliographic
the media, and creating/expressing oneself using
 Numeric
media.
 Graphic
 It is defined as “education that aims to increase
 Multimedia
student’s understanding and enjoyment of how the
media works, how they produce meaning, how they
organized, and how they construct reality”. CHARACTERISTICS OF INFORMATION
 According to UNESCO, “Media Literacy is an  Factual
ability that empowers individuals to access, retrieve,  Analytical
understand, evaluate and use, to create as well as  Objective
share information and media content in all formats,  Subjective
using various tools, in a critical , ethical and effective
way, in order to participate and engage in personal, CHARACTERISTICS OF AN INFORMATION
professional and societal activities”. LITERATE

DIMENSIONS OF MEDIA LITERACY  Identify the extent of information needed

ACCESS  Access the needed information effectively and
 refers to having the use of media as well as media efficiently
habits:  Evaluate information and its sources critically
o Ability to use functions and navigation  Incorporate selected information into one’s
competence knowledge base
o Competence in using media
 Use information effectively to accomplish a specific
purposes
 Understand the economic, legal, and social issues
surrounding the use of information, and access and
use information ethically and legally

TECHNOLOGY LITERACY
 According to Este (2017), “Technology literacy is
the ability to effectively use technology to access,
evaluate, integrate, create, communicate, and
interact with media and information to enhance
learning process through problem solving and critical
thinking.

ENGL 5
3Q L2

“CODES AND CONVENTIONS”

GENRE
- comes from the French word meaning ‘type’ or ‘class’
- can be recognized by its common set of distinguishing
features (codes and conventions)

CODES
- systems of signs, put together (usually in sequence) to create
meaning
- it includes the use of camera, acting, setting, editing,
lightning, sound, special effects, typography, color, visual
composition, text, and graphics
CONVENTIONS
- habits or generally accepted ways of doing something
through repeated experience; audiences become familiar with
those
(MEDIA) MESSAGES
- the information sent from a source to a receiver
- constructed using codes and conventions
AUDIENCE
- the group of consumers for whom a media message was
constructed as well as anyone else who is exposed to the
message
PRODUCERS
- People engaged in the process of creating and putting
together media content to make a finished media product
OTHER STAKEHOLDER
- Libraries, archives, museums, internet and other
relevant information providers.
TYPES OF CODES
CODE
Technical Symbolic Written
TECHNICAL CODES
 ways in which equipment used to story and tell
 Camerawork
- it refers to how the camera is operated,
positioned, and moved for specific effects
- (camera operation, positioning, and movement
for desired specific effects),
 editing
- is the process of choosing, manipulating, and
arranging images and sound
- (the process of selecting, operating, and ordering
images and sound),
 audio
- is the expressive or naturalistic use of a sound
- and can either be diegetic or non-diegetic
- (expression and utilization of sounds), and
 Lighting
- is the manipulation of natural artificial light to
selectively highlight specific elements of the
scene
- (the manipulation of light based on the target
mood).
 Ex:
- Camera techniques, framing, depth of field,
lighting, exposure, camera angles, types of shots
and lighting
- ominous music to communicate danger in a
feature film, or high-angle camera shots to create
a feeling of power in a photograph
CAMERA WORKS
TYPES OF SHOTS
 EU (extreme close up of eyes/face)
- aggression
- discomfort
- it is a much tighter close-up shot that gets detail
more than the human eye might be able to
normally perceive
- it is a shot in which the frame is filled most of the
subject
- smaller objects get great detail and are the focal
point.
- ex:
o shot of the mouth and eyes together and
gun triggers
 CU (close up of head/reaction))
- Intimacy
- it just frames the head/face of a person
- it is used to reveal a subject’s emotions and
reactions
- A full screenshot of a subject’s face, showing the
finest nuances of expressions
- Gets even closer, would focus on a forehead to
chin area
 CU head and shoulders
- 2–3 people
- it frames the subject from roughly the chest up.
- it typically favors the face, but still keeps the
subject somewhat distant
 MS (medium shot)
- 2–3 people
- it frames the subject from the waist up
- it allows hand gestures and motion
- it shows body language
- The setting can still be seen. The lower frame line
passes through the chest of the actor
- it is the most common shot
- it emphasizes more of your subject while keeping
their surroundings visible.
 MLS (medium-long shot)
- full-body normal view
- shows a group of people interacting with each other
- In such a shot the subject or actor and its setting
occupy roughly equal areas in the frame.
- In the case of a person, the lower frame passes
through the waist. There is space for hand gestures to
be seen.
- Ex:
o a fight scene with part of their
surrounding in the picture
 - From the perspective of if you were actually looking
at someone
- subject looks equal to viewer, who feels equal to, and
may even identify with, subject

 LS (long shot/wide shot)

- Shows the entire person or area
- Focuses on the subject and less on the area
- room
- normal view  HIGH ANGLE
- a view of a situation or setting from a distance - camera looks down
- Taken from a higher than eye level angle
- Shot which shows all or most of a fairly large subject - subject appears small
(for example, a person) and usually much of the - creates an impression of weakness
surroundings.
- a shot that shows the entire person or area
- it allows the capture of action of the person
- it is also known as the long shot
- it is great for establishing the scene
- if the subject is a person then his or her whole body  WORM’S EYE ANGLE
will be in view but not filling the shot - Taken from a lower than eye level angle, looking up

 CANTED ANGLE
- Camera is tilted on an axis so that normally vertical
 ELS (extreme long shot/extreme wide shot)
lines appear slanted to the left or right
- Shows the entire picture
- No subject
- Shows the setting/scenario/environment
-
- house
- establishing the setting
- short of e.g. a large crowd scene or a view of scenery  BIRD’S EYE ANGLE
as far as the horizon - Looking down on the top as if flying over the scene
- Is when the camera is at its furthest distance from the
subject, emphasizing the background. BASIC CAMERA MOVEMENTS
- a shot to establish the area
- it is used to make your subject appear small against
their location.
- it is used to make your subject feel distant or
unfamiliar
 PANNING
- is when you move your camera horizontally; either
left to right or right to left, while its base is fixated
on a certain point.
- These types of shots are great for establishing a sense
of location within your story.
 ES (establishing shot)
- city
- establishing the venue/place
- often used at the beginning of a scene to initiate the
location or setting
- it is usually a long shot taken from a neutral position  TILTING
- Opening shot or sequence, frequently an exterior - is when you move the camera vertically, up to
'General View used to set the scene. down or down to up, while its base is fixated to a
certain point.
CAMERA ANGLES - These shots are popular when introducing a character,
especially one of grandeur, in a movie.
- Can show weakness and power
- Is usually used in Marvel movies.
- It can show power and weakness depending on the
context.

 LOW ANGLE
- camera looks up
- subject looks large
- creates an impression of power  TRUCKING
- Taken from a lower than eye level angle, looking up - is the you are moving the camera from left to right
instead of in and out.
- Again, it is best to do this using a fluid motion track
that will eliminate any jerking or friction.

SYMBOLIC CODES
 shows what is beneath the surface of what we see
 NORMAL OR STRAIGHT ANGLE
- camera looks at the subject from eye-level
 includes the objects, setting, language, dress or
actions/body language of character, or iconic symbols that  STORY CONVENTIONS
are easily understood - refer to the basic structures of narratives.
 The meaning of the product is not based on the product - are common narrative structures and understandings
itself but on the interpretation of the audience. that are common in storytelling media products.
 Ex: - Ex.
o a film with a scene waving a white flag o Narrative structure,
symbolizes “retreat” or “surrender”. In reality, o character constructions,
the audience who sees someone waving a white o point of view,
flag may interpret it the same way. o cause, and effect
o a red rose may be used symbolically to convey
romance, or a  GENRE CONVENTIONS
o clenched fist may be used to communicate anger - refer to the common use of the elements of narratives
such as the characters, settings, or themes in a certain
 SETTING type of media.
- refers to the time and place of the narrative or a - It can be formal or thematic.
specific scene. - are usually linked to the expectations of the audience.
- Ex:
 MISE EN SCENE o In a mystery story, you'd expect there to be
- is a French term that means “everything within the clues and red herrings for the detective to
frame”. follow. Clues and red herrings are a
- it is the description of all the objects within a frame of convention of the mystery genre.
the media product
- an analysis includes set design, costume, props,
staging, and composition
- describes the following situation from an
object/action/etc.
- it has to be connected to the next scene ENGL 5
3Q L3

 ACTING MEDIA AND INFORMATION

- actors portray characters in media products and
contribute to character development LANGUAGES
- The actor portrays a character through: (Facial
expression, Body Language, Vocal qualities,
Movement, Body contact)
LANGUAGE
- is described as a tool or means of expression of what a
person feels or thinks
 COLOR
- it can be words, signs, sounds, gesture, posture that
- it has high cultural and strong connotations.
convey a certain meaning
- The different aspects to be looked at are dominant
color, contrasting foils, and color symbolism
MEDIA LANGUAGES
- codes, conventions, formats, symbols and narrative
WRITTEN CODES structures that indicate the meaning of media
 use of language style and textual lay-out messages to an audience.
 are the formal written language used in creating a media - Technical and symbolic codes and conventions that
product. media and information professionals may select and
 can be used to advance a narrative, communicate use in an effort to communicate ideas, information,
information about a character or issues and themes in the and knowledge
media product.
 Written codes include printed language which is text you
can see within the frame and how it is presented, and also TYPES OF AUDIENCE
spoken language, which includes dialogue and song lyrics.  TARGET AUDIENCE
 Ex: - It refers to the group of people to whom a media
o Headlines text is especially addressed because of a set of
o captions characteristics that they share, such as age,
o speech bubbles gender, profession, class, and so on.
o language style  ACTIVE AUDIENCE
o texts in brochure - it refers to the theory that people receive and
interpret media messages as if it the light of their
own history, perspective, and experiences
CONVENTIONS
- Generally accepted ways of doing something
- refer to the recognized ways of using media codes TYPES OF MEDIA LANGUAGES
- are closely connected to the audience expectations of  WRITTEN LANGUAGE
a media product - It represents a spoken or gestural language by
means of a writing system.
TYPES OF CONVENTIONS - Ex:
 FORM CONVENTIONS o The headlines in a newspaper or an
- are certain ways in which we expect the types of incident in a flash report
media codes to be arranged. o Captions in photographs
- Ex.
o Video games start with a tutorial to explain  VERBAL LANGUAGE
the Mechanics - It is how language is delivered
o an audience expects to have a title of the film - Ex:
at the beginning, and then credits at the end. o Broadcasting, television, radio and films
o Newspapers will have a masthead, the most  NON-VERBAL LANGUAGE
important news on the front page and sports - This is related to body language such as gestures
news on the back page. and body actions
o A number of television series usually begin - Ex:
with a short recap of the previous episode o sign language
and end with a preview of the next episode.  VISUAL LANGUAGE
 - Is a form of communication that uses visual
elements as opposed to formal written language
to convey meaning or an idea
- Ex:
o graphic organizers,
o posters,
o diagram,
o map,
o painting
 AURAL LANGUAGE
- is the second most basic language skill aside from
oral
- refers to the ear or hearing, and oral to the mouth
or speaking
- Ex:
o recording of a public speech that is
delivered orally to a live audience,
o radio address,
o podcast

ENGL 5
3Q L4
CLASSIFICATIONS OF MEDIA AND
INFORMATION SOURCES MEDIA AND INFORMATION
 PRIMARY SOURCES
- are original materials on which other studies are SOURCES
biased
 SECONDARY SOURCES INDIGENOUS
- these are simply redefined primary sources  native; local; originating or produced naturally in a
 TERTIARY SOURCES particular region
- consist of information that is a distillation and
collection of primary and secondary sources SOURCES OF INFORMATION
 INDIGENOUS KNOWLEDGE
EVALUATING YOUR SOURCES - local knowledge
- knowledge that is unique to a given culture or
 SOURCES MUST BE UP-TO-DATE
society
- must be recent updated
- contrasts with the international knowledge system
 AUTHORITY
generated by universities, research institutions
- the information must come from an author or and private firms (Warren 1991)
organization that has the authority or expertise to - most often it is not written down
speak about a certain topic
 INDIGENOUS MEDIA
 AUDIENCE
- owned, controlled and managed by indigenous
- who are the intended readers
peoples in order for them to develop and produce
 PUBLISHER culturally appropriate information in the
- determine if they take responsibility for the languages understood by the community by
content utilizing indigenous materials and resources,
 BIAS reflecting community needs and interests, visions
 DESIGN and aspirations, and independent from vested
- the source appears to be professionally and interest groups (Indigenous Media, Freedom of
properly written Expression and Right to Information: ASEAN
 ACCURACY Scenario, 2014)
- if the data and content is verifiable - Characteristics:
 oral tradition of communication
 store information in memories
 information exchange is face-to-face
 information are contain within the
border of the community
- simultaneously addresses many needs of
marginalized groups
- it is known as community media
- it produces locally appropriate information

 INDIGENOUS COMMUNICATION
- transmission of information through local
channels or forms.
- It is a means by which culture is preserved,
handed down, and adapted

 LIBRARY
- A place in which literary, musical, artistic, or
reference materials are kept for use but not for
sale
- Types of libraries: academic, public, school and
special.
- These libraries may be either digital or physical
in form.
 INTERNET - co-existence of print media, broadcast media
- It is the most significant information sources (radio and television), the Internet, mobile
because of its ability to sort data quickly phones, as well as others, allowing media content
to flow across various platforms.

TRUE
- Indigenous media does need persons
credibility, skills, and educational
background
FALSE
- Artifacts used in experiment is a primary
source

INDEX
- Also called learning sign
- Implied sign
SEMIOTICS
- study of signs and symbols
- Discuss the literal and potential meanings
- the study of the use of symbolic communication
- can include signs, logos, gestures and other
linguistic and nonlinguistic communication
methods
PRINT MEDIA
- media consisting of paper and ink, reproduced in
a printing process that is traditionally mechanical
- is the oldest type of media and many people still
use this type of media
- Ex:
o Newspaper
o newsletter
o Magazines
o Billboards
o Books
o Brochures
o Flyers
BOOK
- oldest form of print media
BROADCAST MEDIA
- media such as radio and television that reach
target audiences using airwaves as the
transmission medium
- describes the traditional forms of media that
includes television and radio. It is the most easy
means transmit information immediately to the
widest possible audience
- Ex:
o Radio
o Television
o Advertisements
o Daily news
NEW MEDIA
- content organized and distributed on digital
platforms
- it is describe content available using different
forms of electric communication made possible
through the use of computer technology
- Ex:
o Blogs
o Social Media
o Online Newspaper
o Digital Games
o Internet
o Computer

MEDIA CONVERGENCE
- refers to the merging of previously distinct media
technologies and platforms through digitization
and computer networking.
- also known as technological convergence.
- co-existence of traditional and new media