UNESCO defines Media and

Information Literacy as a set

of competencies that
empowers citizens to access,
retrieve, understand,
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.
 NOVEMBER 08, 2013

THYPHOON HAIYAN
STORM SURGE
April 14,
1912
RMS TITANIC
DEADLIEST MARITIME DISASTER
RMS TITANIC
April 14, 1912
 “If the Titanic sank
somewhere in the Atlantic
Ocean, how do you think the
news reached people in
England and New York at that
time?”
“If the Titanic sank today,
in what format would
people receive or read the
news?”
The Evolution of
Media
Pre-Industrial Age
(Before 1700s)
Industrial Age
(1700s-1930s)
Electronic Age
(1930s-1980s)
Information Age
(1900s-2000s)
THE ELEMENTS OF
COMMUNICATION
1. SOURCE
2. ENCODING
3. TRANSMITTING
4. CHANNELS
5. RECEIVER
6. DECODING
7. FEEDBACK
 INTERPERSONAL
COMMUNICATION
 MEDIATED
INTERPERSONAL
COMMUNICATION
 MASS
COMMUNICATION
 MEDIATED
MASS
COMMUNICATION
 JANUARY 16, 2000
“FULL MBLSN 2DAY AT
EDSA”
“GO 2 EDSA WEAR BLCK
BRING UR FRENDS”
April 14,
1912
RMS TITANIC
DEADLIEST MARITIME DISASTER
RMS TITANIC
April 14, 1912
 “If the Titanic sank
somewhere in the Atlantic
Ocean, how do you think the
information/news reached
people in England and New
York at that time?”
“If the Titanic sank today,
how would the public be
informed?”
Why do you need
information?
Where do you search
for information?
How do you acquire and
store information?
How will you determine
the quality and accuracy
of the information that
you have?
How do you use
the information
that you have?
How will you
communicate
information?
 Activity 2
Take a close look at any
printed advertisement
on men/women.
 Guide questions:
1. Who created the message?
2. What creative techniques
were used to attract my
attention?
 Guide questions:
3. How might different
people appreciate and
understand these
messages?
 Guide questions:
4. What lifestyles and
values are presented/
promoted in this message?
 Guide questions:

5. Why is this message

being sent/created?
 What is
information?
…An answer to a question
…a news or data
…something that is communicable
…appear to be unorganized or
unrelated
…a stepping stone to gathering and
producing knowledge
Information Literacy - a set of individual
competencies needed to identify, evaluate
and use information in the most ethical,
efficient and effective way across all domains,
occupations and professions. It refers to the
ability to recognize when information is
needed and to locate, evaluate, effectively use
and communicate information in its various
formats.
Information vs
Knowledge
“KNOWLEDGE
IS POWER”
“Knowledge is an important
aspect of human life that
leads to activities that
contribute to one gaining
wealth, influence, and
power.
“How does information
become knowledge?
Knowledge is the appropriate
collection of information
through experience or
education, which could be
useful in various situations.
Who puts information
on the internet?
Domain names Equivalent

.edu Educational institutions

.com Commercial entities, profit-oriented
.org Non-profit organizations
.gov Government organizations
.net Internet service providers
 SOURCES OF
INFORMATION
 POPULAR PUBLICATIONS
This dominates the print and
non-print media such as
journalistic articles, feature
articles, manuals, flyers, fact
sheets and blogs.
 SCHOLARLY PUBLICATIONS
These are well-researched
articles found mostly in
academic journals and
published for the specialists of
a specific field.
 TRADE PUBLICATIONS
These are highly specialized
materials meant for the players
and specialists of a specific
industry. Examples are publications
on motoring or construction.
 JANUARY 16, 2000
“FULL MBLSN 2DAY AT
EDSA”
“GO 2 EDSA WEAR BLCK
BRING UR FRENDS”
 MEDIATED
COMMUNICATION
VS
MEDIATED
MASS COMMUNICATION
TYPES OF
MEDIA
BOOKS NEWSPAPER
YOUTUBE
TELEVISION
JOURNALS CELLPHONE
SOCIAL NETWORK
NEWSLETTER
RADIO
MEMEOGRAPHY
MAGAZINES
HARD CLOUD STORAGE
DRIVE CASSETTES
LED WALL CD TAPES RESEARCH PAPERS
MP4 E-MAIL
MP3 FILM/MOVIE
BROCHURES
ENCYCLOPEDIAS
 PRINT MEDIA
media consisting of paper
and ink, reproduced in a
printing process that is
traditionally mechanical.
 BROADCAST MEDIA
media such as radio and
television that reach target
audiences using airwaves as
the transmission medium.
 NEW MEDIA
content organized and
distributed on digital
platforms
ARE UFO’s
REAL?
 DO YOU
BELIEVE IN
TITANS? BFG?
DO YOU FEEL THE
PRESENCE OF
“THE OTHERS”
 HOW DO YOU FEEL
CATTLES BEING SAVAGED
BY LIONS? CHICKENS BY
SNAKES?
 MEDIA
CONVERGENCE
The co-existence of traditional and new
media.The co-existence of print media,
broadcast media (radio and television),
the Internet, mobile phones, as well as
others, allowing media content to flow
across various platforms.
The ability to transform different kinds
of media into digital code, which is
then accessible by a range of devices
(ex. from the personal computer to the
mobile phone), thus creating a digital
communication environment.
MEDIA CONVERGENCE PLATFORMS SPECIFIC EXAMPLE

COMMUNICATION

EDUCATION

ADVERTISEMENT

NEWS

ENTERTAINMENT
 OTHER AREAS OF SPECIFIC EXAMPLE
MEDIA CONVERGENCE

5
HOW DOES MEDIA
AFFECT THE
AUDIENCES?
 THE YOUTH?
THE FAMILY?
THE COMMUNITY?
WHAT ARE THE
INFLUENCES OF
MEDIA TO THE
PUBLIC?
GENRES OF MEDIA
& INFORMATION
LITERACY
 1. NEWS
STORIES THAT HAVE
CRITICAL IMPORTANCE TO
COMMUNITY AND
NATIONAL LIFE
 TYPES OF NEWS
-HARD OR STRAIGHT NEWS
-SOFT NEWS
-FEATURE
-INVESTIGATIVE REPORTS
-EDITORIALS AND OPINIONS
HARD OR STRAIGHT NEWS
-USUALLY FOUND IN THE FIRST
PAGE OF THE NEWSPAPER OR
MAKES UP THE HEADLINE.
-SERIOUSNESS AND
TIMELINESS
SOFT NEWS / HUMAN INTEREST STORIES
-THE JOURNALISTS ARE ABEL
TO RELAX WHEN PRESENTING.
-INCLUDE LIFESTYLE, TRAVEL,
BEST WAY TO DO SOMETHING,
POINT-OF-VIEWS
FEATURE NEWS
-EXTENSION OF SOFT NEWS
INVESTIGATIVE REPORTS
EDITORIALS AND OPINION
2. ADVERTISEMENTS
MESSAGES THAT ARE CREATED
TO SELL A PRODUCT OR
SERVICE.
TYPES OF ADVERTISEMENTS
-HARD-SELL ADVERTISEMENTS
-SOFT-SELL ADVERTISEMENTS
-INFOMERCIAL
3. ENTERTAINMENT
“entretenir” TO HOLD THE
ATTENTION, KEEP BUSY OR
AMUSED.
TYPES OF ENTERTAINMENT
-LIVE SHOWS
-COMEDY
-FICTIONAL NARRATIVE
-TALK SHOWS
-GAME SHOWS
-REALITY TV
-MAGAZINE SHOWS
3. ENTERTAINMENT
MESSAGES THAT ARE CREATED
TO SELL A PRODUCT OR
SERVICE.
CARAGA NATIONAL HIGH SCHOOL
SENIOR HIGH SCHOOL
MEDIA & INFORMATION LITERACY
GRADE 11 MABINI (GAS)
8:30 AM – 9:30 AM

INSTRUCTIONS:
•PHOTOCOPY PAGES 51-54 OF THE BOOK
•ANSWER THE FOLLOWING ACTIVITY USING THE GIVEN TABLE:
•GIVE EXAMPLE OF ENTERTAINMENT SHOWS AND DESCRIBE HOW ARE YOU ENTERTAINED.
•WRITE YOUR ANSWERS IN 1 SHORT BOND PAPER.
•SUBMIT AT THE END OF THE SESSION.

  LIVE SHOWS COMEDY FICTIONAL TALK SHOWS GAME REALITY TV MAGAZINE

NARRATIVE SHOWS SHOWS

EXAMPLE              

DECRIBE HOW YOU ARE ENTERTAINED              

ASSIGNMENT
-DIFFERENTIATE MAINSTREAM FILMS
FROM INDEPENDENT FILMS (FILM
EXAMPLES, FILM DIRECTORS)
-IDENTIFY THE DIFFERENT
STAGES/PHASES OF FILM PRODUCTION
-EXPLAIN: “Its not about the Pana, it’s
the Indian”