MEDIA and

INFORMATION
LITERACY
Why MIL
 The world is a fast-changing media and information landscape
 Media, communication and information provide many opportunities and present
significant impacts.
 Newer means of acquiring knowledge, entertainment and social interactions have
made young users more susceptible to unforeseen threats from tools, technologies
and messages.
“There has always been the need for young people to be
trained early in being more aware in how media works, how
to handle and control the different forms of media, and how
to actively express oneself using the skills learned from a
media and information literacy class.” (Liquigan, 2016)
INTRODUCTION TO

MEDIA and
INFORMATION
LITERACY
Without consulting other sources of information, ask yourself what the
following words mean to you:
 Communication
 Media
 Information
 Technology
 Literacy
DEFINING COMMUNICATION

 Communication is from the Latin term communicare, which

means “to share” or “to divide out.”
 It may also be thought to originate from the Latin word
communis, which roughly means “working together.”
Littlejohn and Foss (2008), regard communication as
“one of those everyday activities that is intertwined
with all of human life so completely that we
sometimes overlook its pervasiveness, importance
and complexity.”
According to Bulan and de Leon (2002), “without
speech or oral communication, societies could not
attain levels of civilization; communities could not
organize into living and working groups, mark and
ritualize practices and traditions, debate and decide
difficult issues, and transform society for its good.”
Communication has a lot to do with a
sense of sharing
Essentially, communication functions in
more ways than we can imagine.
 COMMUNICATION

VERBAL NONVERBAL
VERBAL COMMUNICATION

 Speech
 Written
NONVERBAL COMMUNICATION
NONVERBAL COMMUNICATION
 Kinesics
 Proxemics
 Haptics
 Olfactory
 Gustatory
 Chronemics
 Paralinguistics
 Appearance
IT IS IMPOSSIBLE NOT TO COMMUNICATE.
COMMUNICATION MODELS

1.Transmission models
2.Ritual or expressive model
3.Publicity model
4.Reception model
TRANSMISSION MODELS

Laswell’s Communication Model

TRANSMISSION MODELS

Shannon and Weaver’s Communication Model

TRANSMISSION MODELS
RITUAL OR EXPRESSIVE MODEL

 Communication happens due to the need to share

understanding and emotions. Communication has
an integrative consequence in the society – it is done
to build social relationships.
PUBLICITY MODEL

Communication involves audiences as “spectators

rather than participants or information receivers.”
Attention is important because it is a measure of how
successful the communication has transpired.
RECEPTION MODELS
RECEPTION MODELS
IN PAIRS:

Which among the models do you think describes

your communication habits or pattern the
most? Why do you say so?
MEDIA AND INFORMATION
DIFFERENT DEFINITIONS OF MEDIA
Source Definition
Oxford Learner’s • the main ways that large numbers of people receive
Dictionaries information and entertainment, that is television, radio,
newspapers and the Internet

UNESCO Media •refers to the combination of physical objects used to

and Information communicate or mass communication through physical
Literacy Curriculum objects such as radio, television, computers, or film, etc.
Teachers
•source of credible information in which contents are
provided through an editorial process determined by
journalistic values and therefore editorial accountability
can be attributed to an organizational or a legal person

The Penguin •means of distributing texts and messages to a large

Dictionary of Media mass of people
Studies (2007) carries a certain degree of intellectual baggage or
currency with it
Source Definition
David Buckingham • something we use when we want to communicate
(2003) with people indirectly, rather than in person by face-to-
face contact
• provide channels through which representations and
images of the world can be communicated directly
Encyclopedic • any means, agency, or instrument of communication
Dictionary of
Semiotics, Media • the physical means by which a sign or text is encoded
and (put together) and through which it is transmitted
Communications (delivered, actualized)
(2000)
CATEGORIES OF MEDIA

Category Examples
Modality Text, audio, video, graphics, information

Format Digital or analog

Way of Electromagnetic or radio waves, light
transmitting waves
Mass media TV, radio, print, Internet, telephone, mobile
form
LITERACY

“ability to identify, understand, interpret, create,

communicate and compute using printed and
written materials associated with varying
contexts.”
 When you are literate, you are expected to be intellectually
critical in interpreting the things that you see and experience
around you.You are able to decode and have a deeper
understanding of how things are and how they work. Being
literate also means empowering you to be able to affect change
to yourself and to others.”
 Comparison Contrast
Media Literacy vs
Information Literacy

Media Literacy vs
Technology (Digital)
Literacy

Information Literacy vs
Technology (Digital)
Literacy
THE DANGER OF DESENSITIZATION

According to Potter (2011), there is a need to be media and

information literate to counteract “the physiological and
psychological tendency (automaticity*) towards the many
information that are encountered every now and then.”
*Automaticity or automatic response is a “state
where our minds operate without any
conscious effort from us.’
“The programmed and predictable response (normalization*)
toward the information that limits your opportunity to
recognize and maximize the gains of that message is something
that media and information literacy can address.”
*Normalization is when the mass media continually reinforce
certain behavioural patterns of exposure until they become
automatic habits.
8 FUNDAMENTAL ELEMENTS OF MEDIA LITERACY (SILVERBLATT):
1. A critical thinking skill enabling audience members to develop independent
judgments about media content
2. An understanding of the process of mass communication
3. An awareness of the impact of media on the individual and the society
4. Strategies for analyzing and discussing media messages
5. An understanding of media content as a text that provides insight into our culture
and our lives
6. The ability to enjoy, understand and appreciate media content
7. Development of effective and responsible production skills
8. An understanding of the ethical and moral obligations of media practitioners
Media and information literate individuals are also critical
thinkers because of the need to be more discerning of the
necessary information as well as its sources.
Who is a media and information
literate individual?
GROUP ACTIVITY:

Based on the discussed characteristics of a media

literate individual, write a slogan on media literacy in
such a way that the slogan can be a utilized as a
possible material for a community advocacy.