Lesson 1: MEDIA AND INFORMATION LITERACY

RESPONSIBLE USE OF COMMUNICATION

Communication pertains to the exchange of messages through speaking, writing. gestures, or other symbolic forms using
various channels for sending and receiving.
The most essential part of every communication is the message purposely arranged by the sender going to the receiver.

LITERACY
- Literacy is 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.
MEDIA- Media is the physical objects used to communicate with, or the mass communication through physical objects such as
radio, television, computers, film, etc. It also refers to any physical object used to communicate messages.
MEDIA LITERACY- is 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.

WHAT IS THE DIFFERENCE BETWEEN DATA AND INFORMATION?

DATA- data is raw, unorganized facts that need to be processed. Data can be something smiple and seemingly random and
useless until & is organized.
INFORMATION- when data is proceesed, organized,structured or presented in a given context so as to make it useful, it is
caled Information.

INFORMATION- is a broad term that covers processed data, knowledge derived from study, experience, instruction, signals or
symbols.
INFORMATION LITERACY- is the ability to recognize when information is needed, and locate, evaluate and communicate
information in its various formats.
TECHNOLOGY- The definition of technology is the application of scientific knowledge for practical purposes or applications.
TECHNOLOGY LITERACY- is the ability of an individual, either working independently or with others, to responsibly,
appropriately and effectively use technological tools.
MEDIA AND INFORMATION LITERACY- refers to essential skills and competencies that allow individuals to engage with
media and other information providers effectively, as well as develop critical thinking and life-long learning skills.
MIL DEFINED
•set of competencies that empower citizens
•to access & retrieve, understand & evaluate, & use, create , and share
•Information and media content in all formats
•In a critical, othical and effective way
•In order to participate and engage in personal, profossional and societal activities

LESSON 2: TYPES OF MEDIA

1. Print Media is also known as press.

-This type of media refers to material that are written and are physically distributed. Print media consists of paper and ink,
reproduced in a printing process that is traditionally mechanical.
-The invention of Johannes Gutenberg of printing press in 1440 give rise to this type of media.
2. Broadcast media such as radio and television that reach target audiences using airwaves as the transmission medium.
According to Baran (2010), radio was the first electronic mass medium and the precursor of television.
-There are two common types of radio which are:
AM (Amplitude modulation)- Amplitude modulation signals vary their amplitude to adapt to the sound information that is being
broadcasted through the wavelengths
FM (Frequency modulation)- frequency modulation sound is transmitted through changes in frequency.
3. New media or digital media refers to content organized and distributed on digital platforms. Digital media can be created,
viewed, modified, and distributed through electronic devices. Digital media is commonly used software, video games, videos,
websites, social media, and online advertising.

Lesson3: EVOLUTION of Media

Traditional media vs new media

Traditional media- are ONE DIRECTIONAL and its experience to user is LIMITED.
New media- is INTERACTIVE and audience are able to SEND FEEDBACK simultaneously.

MEDIA MAP OF HISTORY

MARSHALL MCLUHAN'S
He was a Canadian philosopher whose work is among the cornerstones of the study of media theory. He is known as the
"father of media studies". McLuhan coined the expression "the medium is the message" in the first chapter in his
Understanding Media: The Extensions of Man and the term global [Link] predicted the World Wide Web almost 30 years
belore it was invented.

According to McLuhan (1962) on his media map of history

There are four main periods in the history of communication - tribal age, literacy age, print age and electronic age. These
ages summarize the evolution of media through time.

1. Tribal age- is where early human ancestors relied heavily on sense of hearing to survive.
2. Literacy age- comes in when humans can discover the concept of alphabet and learns how to read and
comprehend.
 3. Print Age- The invention of printing press is the breakthrough of print age as humans went to mass production of
written text like newspapers and books.
4. Electronic Age- a global village is a situation where modern technologies would connect all people worldwide.

EVOLUTION OF MEDIA
-PRE-INDUSTRIAL AGE
-INDUSTRIAL AGE
-ELECTRONIC AGE
-INFORMATION AGE

PRE INDUSTRIAL AGE (Before 1700s)

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

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).

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.

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, etc.

Lesson 4: MEDIA & INFORMATION SOURCES

According to Meyer (2005) on the nature and effective use of information in rural development,
it was suggested that resource may be evaluated by examining the information it contained.
Meaning, the content is essential on the sources.
Media and Information Sources
There are three main sources of information
1. Indigenous knowledge
2. Libraries
3. Internet
In many instances, sources of information are also classified as:
1. Primary
2. Secondary
3. Tertiary

1. INDIGENOUS KNOWLEDGE
Indigenous knowledge is the distinctive knowledge kept to a specific group of people.
• Local knowledge, folk knowledge, people's knowledge, traditional wisdom, or traditional science are other terms used for it
(Senanayak, 2006).
•Communities generate and transmit this knowledge in certain periods to be able to adjust to their agricultural, ecological, and
socioeconomic environments (Fernandez, 1994).
•It usually becomes the basis of a certain community for their daily life. Indigenous knowledge is transferred from one
generation to another, either orally (oral tradition) or through cultural rituals.
Oral traditions involve legends, folktales, epics, myths, and folk songs.
•Indigenous knowledge (IK) is rather UNCONVENTIONAL source for information.
According to Warren (1991), it is the "knowledge that is unique to a given culture or society."
basis for local-level decision making

Indigenous media
• defined by Asia Indigenous People Pact (IAPP) as media:
• Owned, controlled and managed by indigenous peoples for them to develop and produce culturally appropriate information in
the language understood by the community.
• Indigenous media also known as COMMUNITY MEDIA
is any form of media that is created and controlled in the community, for the community, about the community and by the
community that separate from commercial media,state-run media or public broadcasting.

2. LIBRARY
• As defined in Cambridge Dictionary, A library is "a building, room, or organization that has a collection, especially of books,
music, and information that can be accessed by computer for people to read, use, or borrow."
• Aside from books and journals, libraries also house advanced e-resources.
Classification of Libraries
ACADEMIC LIBRARIES- serve colleges and universities
PUBLIC LIBRARIES- serve cities and towns of all types
SCHOOL LIBRARIES- serve students from Kindergarten toGrade 12
SPECIAL LIBRARIES- located in specific environments (e.g., hospitals, corporations, museums, military, private business)

[Link]
•As defined in the Oxford Dictionary, the Internet is "a global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using standardized communication protocols."
•Essays, UK (2018) describes the internet as a "network of networks" consisting of millions of smaller domestic, academic,
business, and government networks.
•Internet is also defined as the"worldwide publicly accessible network of interconnected computer networks that transmit data
by packet switching using the standard Internet Protocol (IP)" (Merriam Dictionary)
•It transmits information stored in files or documents on one computer to another computer.
•It transfers together several information and services, such as file transfer, electronic mail, interlinked web pages, online chat,
and other documents of the World Wide Web.

Other Classifications of Information Sources

1. PRIMARY SOURCES OF INFORMATION

•Primary sources refer to "original materials."
•These are materials from a certain period that have not been filtered, modified through analysis, interpretation, or evaluation.
•Also, primary sources are the bases of other researches.

The following are examples of primary sources of information:

ARTIFACTS-It refers to something made or created by humans, such as a tool or a work of art, especially an object of
archaeological interest.
PATENT- This is the granting of a right to an inventor by a sovereign authority, This grant affords the inventor exclusive rights
to the patented process, design, or invention for a designated period in exchange for a comprehensive disclosure of the
invention.
DIARY- It is a record with distinct entries organized by date reporting on daily activities or other periods. It can be personal,
which may include a person's experiences, thoughts, and/or feelings.
OTHERS, Other examples of primary sources include e-mails, interviews, journal articles, letters, minutes of meetings,
conferences and symposia, newspaper articles, original documents (e.g., birth certificate, marriage certificate), photographs,
records of organizations, research survey results, speeches, works of art, literature, architecture, and music, and websites.

2. SECONDARY SOURCES OF INFORMATION

•Compared to primary sources, secondary sources are not easily defined.
•Generally, written after an original product, they usually aim to give reflection or analysis.
•In short, they are analyses, interpretations, and evaluations of primary sources.
Secondary sources are not proof, but rather explanation on and discussion of evidence.

The following are examples of secondary sources of information:

INDEXES- typically found as one or more individual volumes at the end of a set.
SURVEY TYPE- involves the product of examination or description of someone or something.
REFERENCE TYPE- consists of materials collected from others' works such as encyclopedia, dictionary, handbook, manual
and critical tables.

3. TERTIARY SOURCES OF INFORMATION

•Tertiary sources are commonly confused with secondary sources.
•Tertiary sources involve information that collects and organizes primary and secondary sources.
•Tertiary sources include bibliographies of bibliographies, directories and yearbooks, quides to literature, and lists of research
in progress.

R.A.V.A.T
HOW TO CHECK INFORMATION ACQUIRED

RELIABILITY OF THE INFORMATION

if it can be verified and evaluated; trustworthiness
ACCURACY OF THE INFORMATION
closeness of the report to the actual data; varies
VALUE OF THE INFORMATION
if it aids the user in making or improving decisions
AUTHORITY OF THE SOURCE
sources with an established expertise on the subject matter
TIMELINESS
it may become irrelevant and inaccurate with the passing of time

EVALUATING THE RELIABILITY OF INFORMATION SOURCES

A. Check the author.- The author's willingness to be identified is a good indication of reliability.
B. Check the date of publication or of update.- While the information may be true, it may not be reliable if it is
outdated and may have lost relevance.
C. Check the domain or owner of the site or page-The domains .edu and gov are reserved for academic institutions
and the government respectively.
D. Check the site design and the writing style.- Credible sources take time to make their information accessible and
easy to comprehend.
E. Check for citations.- Reliable authors have the discipline of citing sources of their information.

Lesson 5: MEDIA AND INFORMATION LANGUAGES

MEDIA LANGUAGE
•denotes how media producers make meaning about a certain medium (advertisement, Tv show, film, etc.) They are
producing and how they transfer that meaning to their target audience.
•allows the audience to convey the meaning of the text through its signs and symbols. These signs and symbols used in media
text do not have a single meaning
•in interpreting these signs and symbols, audiences may interpret the media text denotatively or connotatively.

DENOTATIVE MEANING
-Literal meaning of the media text
-Definition found in Dictionary

CONOTATIVE MEANING
-Various interpretations that the text suggests to the audience.
-Often associated with their culture, values, beliefs, etc.

MEDIA CODES AND CONVENTIONS

-Media codes and conventions are the very foundations of all the existing media

MEDIA CODES
-Commonlyhave an established meaning,denotation or connotation, то тне target audience.
-Consist of signs that have meaning and are dictated by agreed rules of interpretation.
-May also be subject tomisinterpretation and miscommunication.

TYPES OF MEDIA CODES

[Link] codes
[Link] codes
[Link] codes

1. Symbolic Codes

a. AUDIENCE-BASED- The meaning of the product is not based on the product itself but on the interpretation of the audience.
b. SOCIAL IN NATURE- can be interpreted in similar ways in the everyday life of the viewer.

IT INCLUDES:
• Setting
• Mise en Scene
• Acting
• Color

•Setting- it is the time and place of the narrative. It can be the setting of the whole story or just a specific [Link] will create
atmosphere or builds a Frame of mind.
•Mise En Scene- it is a french term meaning everything within a frame costume and props are included in the analysis in the
frame. It has become to mean the description of all the objects with a frame of the media product and how they have been
arranged.
•Acting- refers to the portrayal of the actors in creating media products.
FACIAL EXPRESSION- An actor's facial expression is a powerful way of expressing emotion when even small movemens can
have strong symbolic connotations.
BODY CONTACT- It suggests intimacy and is highly dependent on cultural norms.
POSTURE- is the general way that the body is held, it's the attitude of the body.
•Color- considerations are Highly connotative when it comes to interpretations color is used to соnnect connotation то
specific scenes or object.
passion, romance. Danger, or violence.
nature growth or sickness envy
calmness or Depression
royalty or immaturity

2. TECHNICAL CODES
-Code specific to a media form alone
-Knowledge and connotations of different camera angles and shots make sense when looking at films and photograph.
IT İNCLUDES:
•Camera work
•Editing
•Audio
•Lightning

•Camera work- It refers to the camera operation,positioning,and movement for desired specific effect.
•Editing- Is the process of selecting, operating, and ordering images and sound.
•Audio-expression and utilization of sounds.
•Lightning- The manipulation of light based on the target mood.

3. WRITTEN CODES
-Formal written language used creating a media product.
-These includes language style and textual layout like headlines, captions, speech bubbles, etc.
IT INCLUDES:
• Printed Language
• Spoken Language

•Printed Language- The text visible with the media is the text you can see within the frame.
•Spoken Language- Which includes the dialogue and even the lyrics of the song.

MEDIA CONVENTIONS

CONVENTIONS
•refers to the generally accepted way of doing things that has formed into a habit because of repeated exposure and
experience of the message.
•Simply means that people give connections on the new information they acquired and when it happens frequently, it establish
its own meaning.
•There are three different types of conventions:
form conventions, story conventions and genre convention.

1. FORM CONVENTIONS- are the expected ways on how media codes are arranged.
2. STORY CONVENTIONS- are common narrative structures and understandings in story telling media products like
cause and effect, character construction and point of view.

3. GENRE CONVENTIONS- are the common use of tropes, characters, settings or themes in a particular type of
medium. They can be formal or thematic.
LANGUAGE- pertains to the technical and symbolic ingredients or codes and conventions that media and information
professionals may select and use to communicate ideas, information and knowledge.

MEDIA LANGUAGE- is codes, conventions, formats, symbols and narrative structures that indicate the meaning of media
messages to an audience.

MEDIA PRODUCERS, STAKEHOLDERS, AND AUDIENCE

MEDIA PRODUCERS
- refer to the people who initiate, plan, and produce media texts.
- They need to have the skill in assessing the media texts and a thorough understanding of the target product; and the
processes that go into creating the products.
STAKEHOLDERS - refer to people or organizations that share the same interests or intentions.
AUDIENCE - is a significant element in delivering media texts. All media texts are made with a target audience in mind.

Producers conduct an audience analysis before coming up with a media text.

AUDIENCE ANALYSIS - the process of looking into the demographics (age, gender, social status, etc.) and psychology
(values, beliefs, attitude) of the audience.

Considerations:
Audience Engagement - This refers to the reaction of the audience to the media text. Different people react in varied ways to
the same text.
Audience Expectations - This refers to the anticipation of the audience about the text. Producers may satisfy or shatter the
audience's expectations.
Audience Foreknowledge - This refers to the exact information (not expectations) which the audience brings about the media
output.
Audience Identification - This refers to the connection built by the media text to the audience.
Audience Placement - This refers to the strategies producers use to make the audience feel that the media text is made
specifically for them.
Audience Research - This refers to the monitoring of the audience before, during, and after the production of the media text.