INTRODUCTION TO MEDIA AND INFORMATION
LITERACY
LESSON OBJECTIVES:
 Describe how communication is affected by media
and information.
 Identify the similarities and differences of media
literacy, information literacy, and technology literacy.
 Weigh the value of being a media and information
literate individual.
WHAT IS COMMUNICATION?
COMMUNICATION - Process of sharing and conveying
messages or information form one person to another within
and across channels, contexts, media, and cultures.
(McCornack, 2014).
VERBAL - An interaction in which words are used to relay a
message through speech or with the use of voice.
NONVERBAL - An interaction where behavior is used to
convey and represent meanings.
HOW ARE THE CONCEPT OF MEDIA, INFORMATION,
AND TECHNOLOGY RELATED TO COMMUNICATION?
INFORMATION - Process data and/or knowledge derived
from study, experience, instruction, signals, or symbols.
MEDIA - Channels or ways we use to transmit or
communicate messages; communication tools
TECHNOLOGY - Application of scientific knowledge to the
practical aims of human life or to change and manipulative the
human environment.
INFORMATION- What do we communicate?
MEDIA- How do we communicate?
TECHNOLOGY- What can we use to communicate better?
HOW DOES MEDIA, INFORMATION, AND
TECHNOLOGY AFFECT COMMUNICATION?
MEDIA AND INFORMATION LITERACY (MIL)
IMPORTANT TERMS:
• Media
1
• Literacy
• Media Literacy
• Information
• Information Literacy
• Technology Literacy
LITERACY - The ability to identify, understand, interpret,
create, and communicate using printed, written materials and
other means associated with varying context.
INFORMATION LITERACY - Ability to recognize when an
information is needed and to locate, evaluate, effectively use,
and communicate information in its various formats.
MEDIA LITERACY - Ability to access, analyze, evaluate,
and communicate information in a variety of forms, including
print and non-print message; ability to synthesize and produce
mediated messages.
TECHNOLOGY LITERACY - Skills to responsibly use
appropriate technology to access, synthesize, evaluate,
communicate, and create information to solve problems and
improve learning in all subject areas.
MEDIA AND INFORMATION LITERACY - Combination
of knowledge, attitudes, skills, and practices required to
access, analyze, evaluate, use, produce, and communicate
information and knowledge in creative, legal and ethical ways
that respect human rights.
• Set of competencies to search, critically evaluate, use,
and contribute information and media content wisely.
• Knowledge of one’s right online.
• Understanding how to combat online hate speech and
cyberbullying.
• Understanding of the ethical issues surrounding the
access and use of information.
• Engage with media and ICTs to promote equality,
free expression, intercultural/interreligious dialogue,
peace, etc.
OBJECTIVES OF MIL
• Give people an understanding of the importance of
media and other information providers in order to:
 make informed decisions
 learn about the world around them
 build a sense of community
 maintain public discourse, and
 engage in lifelong learning
 THE EVOLUTION OF TRADITIONAL TO NEW - EDSAC (1947) (Electronic Delay Storage
MEDIA Automatic Calculator)
- UNIVAC 1 (1951) (UNIVersal Automatic
MEDIA - Channels or ways we use to transmit or
Computer 1)
communicate messages; communication tools
- Mainframe Computers (1960s)
WHY IS MEDIA SO IMPORTANT? - Personal Computer (late 1960s)
- Hewlett-Packard 9100A
a. Entertaining and providing an outlet for the - Apple 1
imagination,
- Overhead Projectors (OHP) (late 1950’s, early
b. Educating and informing, 1960s)
- LCD Projectors (mid to late 1980s)
c. Serving as a public forum for the discussion of
important issues, and INFORMATION AGE (mid 1900-2000s)

d. Acting as a watchdog for government, business, and
other institutions.
PRE-INDUSTRIAL AGE (BEFORE 1700s)
- People discovered fire, developed paper from plants,
and forged weapons and tools with stone, bronze,
copper and iron.
- Cave Paintings (35,000 BC)
- Pictographs and Petroglyphs
- Papyrus in Egypt (2500 BC)
- Clay tablets in Mesopotamia (2400 BC)
- Acta Diurna in Rome (130 BC)
- Dibao in China (2nd Century)
- Codex in the Mayan Region (5th Century)
- Printing Press using wood blocks (220 AD)
INDUSTRIAL AGE (1700s-1930s)
- People used the power of steam, developed machine
tools, established iron production, and the
manufacturing of various products.
- Printing Press for mass production (19th Century)
- News Paper Production (1600s)
- The London Gazette (1665)
- Typewriter (1800)
- Telegraph (1840s)
- Telephone (1876)
- Motion Pictures (1890)
- Sound Films (1894)
- Punch Cards (1890s-1930s)
ELECTRONIC AGE (1700s-1930s)
- The invention of the transistor ushered in the
electronic age. People harnessed the power of
transistors.
- Transistor Radio (1950s)
- Commercial Television (early to mid-1940s)
- Large Electronic Computers (late 1940s to early
1850)
2
- The internet paved the way for faster communication
and the creation of the social network.
- Web browsers
- Search engines
- Blogging sites
- Social networks
- Microblogging Sites
- Photo and Video Sharing Websites
- Instant Messaging and Video Conferencing
- Portable Computers
- Mobile phones
- Wearable Technology
- Cloud and Big data
TYPES OF MEDIA
PRINT MEDIA - Consisting of paper and ink, reproduced in
a printing process that is traditionally mechanical
KINDS OF PRINT MEDIA
TEXT MEDIA - A simple and flexible format for conveying
ideas, whether handwritten or printed.
VISUAL MEDIA - Pictures, photos, images, and graphics
used to channel communication using the sense of sight.
TYPOGRAPHY - Refers to the art and technique of
arranging the visual component of the written word; features
design with optical illusions to improve readability and help
convey meaning.
GRAPHIC DESIGN - Refers to the process of visual
communication that organizes and presents information
creatively for a particular purpose.
BROADCAST MEDIA- Reaches target audiences using
airwaves as the transmission medium (radio and television).
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.
MULTIMEDIA - Concerned with computer-controlled
integration of different media types where every information
can be stored, communicated, and handled digitally.
NEW MEDIA - Term used to integrate the different
technologies emerging on one digital platform to organize and
distribute content.
MEDIA CONVERGENCE - The merging of different
equipment and tools for producing and distributing news
through digitization and computer networking.
artistic expression, political self-determination, and
cultural sovereignty” (Wilson et al., 2015)
• LIBRARY - A place and a “means of access to
information, ideas, and works of imagination” (IFLA,
2003)
KINDS OF LIBRARY SERVICES
• USER SERVICES - Function in linking people to
the information they are looking for

- Allows media to be produced and distributed on • TECHNICAL SERVICES - Function in gathering,

multiple devices. (Technological convergence)
- Synergy of communication, content, and computing
in the digital world.
COMMUNICATION - Social networks such as Facebook,
Instagram, etc.
EDUCATION - Learning Management Systems such as
Moodle, Google Classroom, Edmodo, etc.
ADVERTISING - Digitized print ads across different
platforms.
NEWS - News agencies such as CNN, Inquirer, etc.
cataloging and preparing library materials
• COMPUTER SERVICES - Function in maintaining
databases, software programming, web design, and
computer maintenance in the library
• ADMINISTRATIVE SERVICES - Function in
managing the library and services, conveying
contracts, supervising library employees, and
preparing budgets
INTERNET - A global network of computers that allows
computer users around the world to share information for
various purposes. (Shelly & Campbell, 2012)

ENTERTAINMENT - Multimedia personalities such as EVALUATING INFORMATION AND MEDIA

Oprah, Kanye West, Vice Ganda, etc.
• FACTS - Based on empirical research and
quantifiable measures.

MEDIA AND INFORMATION SOURCES o Something that is indisputable, definitively

occurred in the past.
INFORMATION - Processed data and/or knowledge derived o Proven through calculation and experience.
from study, experience, instruction, signals, or symbols.
o Malleable by context.
SOURCES OF INFORMATION
• TRUTHS - May include fact, but it can also include
PRIMARY SOURCE - An original, uninterpreted, or first- belief (philosophical ideas)
hand material created by the person(s) involved in an activity
o A fact you believe that applies to situations
or event.
o A norm or a kind of acceptance
SECONDARY SOURCE - Information obtained through the o Fact and personal reason equal a basic truth
analysis, interpretation, and evaluation of primary source
materials.

TERTIARY SOURCE - Involves information that collects,

organizes, and summarizes primary and secondary source
materials.

WHERE TO FIND MEDIA AND INFORMATION

SOURCES?

• INDIGENOUS MEDIA - A form of media

“conceptualized, produced, and circulated by
indigenous people as vehicles for communication,
specifically for cultural preservation, cultural and

3
4