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MEDIA and INFORMATION LITERACY The World Of-Media and Information Literacy
MEDIA and INFORMATION LITERACY The World Of-Media and Information Literacy
LITERACY
CHAPTER I
The World of Media
and Information Literacy
Learning Objectives
To map out the history of the emergence of media both in
the global and local arena, including the transition from
indigenous forms of communication to new media
To differentiate interpersonal communication from mass
communication
To discuss the theories on the relationship of media and
society
To explain the meaning of media literacy, information
literacy, and technology literacy
To design a community activity that will illustrate to the
immediate members of a community the importance of
media and information literacy
Key Terms
Communication – is the directed and purposeful exchange of information
and messages between people or groups of people by speaking, writing,
gestures, and signs.
Messages – refer to any form of communication (information, feelings, and
ideas) passed or transmitted using a channel. Turow (2007) goes further by
saying that it is a collection of symbols that appear purposefully organized
(meaningful) to those sending or receiving them.
Interpersonal Communication – refers to the communication between two
persons, whether they are verbal or non-verbal.
Mass Communication – is the term commonly used to refer to
communication systems that are configured to create, produce, and
disseminate media texts to mass audiences. Traditional forms of mass
communication consist of newspaper, radio, television, and film. It is also
understood that in mass communication, there is no immediate feedback
between the source and the receiver.
LESSON 1
Communication: From Interpersonal
to Mass Communication
Communication
• Organizational Communication
Communication in a working environment
• Public Communication
Involves one person communicating to a large
number of people
Eight Elements That Constitute the
Creation of a Message
1. Source: The source is where the message came
from which can be a person or an organization.
2. Encoding: The process by which a message is
translated so it can be transmitted and
communicated to another party. It is how you
compose your sentence as you communicate.
3. Transmitting: The actual act of sending the
message. It can either be through the person’s
vocal cords and facial muscles complemented with
hand gestures, if we mean the act of speaking. It
could also be the posting of an administrative letter
on the bulletin board so everybody can see.
Eight Elements That Constitute the
Creation of a Message
4. Channels: Technologies are the lines that enable
the act of sending or transmitting, which can be the
telephone, the Internet for voice operated
applications, the radio and television, or the print
media to communicate more complex messages.
5. Decoding: The transmitted impulses are converted
to signs as the brain perceives and processes it.
The reverse of encoding, decoding is the process by
which the receiver translates the source’s thoughts
and ideas so they can have meaning.
Eight Elements That Constitute the
Creation of a Message
6. Receiver: The receiver is the one who gets the
message that was transmitted through the
channels. Like the source or sender, the receiver
can be an individual or an organization.
7. Feedback: Feedback is the response generated by
the message that was sent to the receiver, which
can either be immediate or delayed.
8. Noise Interference: Most of the times, there is
something that interferes the transmittal process.
This interference is known as noise, which may be
treated both literally and figuratively.
LESSON 2
From Writings on the Wall to Signals
Traveling in the Airwaves:
A Historical Overview of
Communications
From Papyrus to Paper
Around 100 AD, Christian invented the codex, a
document which can be rightfully referred to as the
prototype of a book.
By the 15th century, the technology was already
paper.
Also in the 15th century, Johann Gutenberg (1394–
1460) invented the printing technology that would
eventually be called the movable type machine.
The Gutenberg printing process launched what could
be considered the first medium truly designed for the
masses.
Nation-States and the Rise of
Newspapers
After the 17th century, the first newspaper was
reportedly produced in England (although it was
restricted because of the apprehension by the ruling
monarchs).
By 1700, the idea of a free press, independent from
the control of the government, emerged as a strong
rhetoric against authoritarian states.
Around this time, it is also important to note the rise
of an adversarial press, defined as a press that had
the ability to conduct dialogue and even argue with
the government.
Nation-States and the Rise of
Newspapers
The development of the steam engine gave rise to
the steam-powered cylinder press, which
dramatically lowered the cost of newspapers. Such
advances in the technologies of scale and the rise of
the working class transformed the newspaper into a
truly mass medium.
In the Philippines, the rise of the newspaper came
about in the first decades of the 19th century. In
December 1, 1846, La Esperanza, the first daily
newspaper, was published in the country.
Nation-States and the Rise of
Newspapers
Today, the newspaper as a medium has evolved with
the rise of the Internet and digital technology. While
the broadsheet and tabloid formats still exist, news
agencies have turned to the web as another platform
for newspaper publications and have generated a
new business model for the newspaper industry.
From Static to Moving Images
Several inventions intersected and gave rise to film as a mass
medium:
George Eastman invented the lm and built a
company that would be known as Kodak.
Thomas Edison and his assistant, William Dickson,
turned the use of the photographic film, (now in a
strip) into a material that can be moved in front of a
lens at a constant speed to result into several
photographs, each one different from the other one
because of a slight change in the movement of the
subject. When that strip was developed and viewed
by the naked eye, it gave the illusion of a moving
object.
From Static to Moving Images
Frenchmen Louis and Augusto Lumière further
developed the technology of film projectors.
Edison would still improve the technology developed
by the Lumière brothers with large screen projecting.
By 1896, the Edison vitascope was on a public debut
in New York, where it showed a film entitled Rough
Sea at Dover by Robert Paul.
By 1907, the word “television” was already used in a
magazine called the Scientific American.
By 1928, the first telecast of a television program
took place, transmitting from the experimental studio
of General Electric in New York City.
From Static to Moving Images
By 1930, the Radio Corporation of America introduced
electronic scanning, a much improved technology
from the mechanical scanning introduced earlier.
By 1939, US President Franklin D. Roosevelt became
the first president to appear on the tube.
In Europe, the Nazi authorities in Germany operated the
world’s first regular television service, using it as a
platform for propaganda.
Commercial television came into being in the United
States only in 1946.
From Static to Moving Images
In the Philippines, an American engineer, James
Lindenberg, began assembling transmitters in Bolinao,
Pangasinan in 1946. He was not fully successful with
his attempt to establish a television station but soon he
was able to team up with Antonio Quirino, and together,
they would establish the Alto Broadcasting System
where he would serve as the general manager. Their
first official telecast was in October 23, 1953.
The Rise of New Media
The invention of the transistor radio in 1948 signaled
the development of semi-conductor devices,
considered the foundation of modern electronics, as
it led to the invention of integrated circuits, a
technology that will be critical in the development of
the computer.
By 1953, IBM has already shipped its first electronic
computers called 701 in the industry. It sold 19
machines to research laboratories, aircraft
companies, and the federal government.
The Rise of New Media
By 1969, the ARPANET was created and considered
as the predecessor of the internet. It was a large
area-wide network created by the US military,
specifically the US Defense Advanced Research
Projects Agency (ARPA) to serve as a ground for
networking technologies that will link the military to
various federal agencies, even the universities.
In 1971, the transition from ARPANET to Internet
commenced to serve more purposes other than
catering to the military. The first innovation was the
TCP/IP architecture as proposed by Stanford
University. It is considered the standard protocol by
which networks communicate.
The Rise of New Media
By 1983, the Internet was universally adopted.
Commands for electronic mails were standardized,
thereby making it a lot easier for the layman to
navigate the increasingly complex world of the
Internet.
The Internet enabled the development and the
unabated growth of the new media because it
democratized the platform for creating, producing,
and disseminating information.
Timeline of Internet in the
Philippines
In 1986, the first local Bulletin Board System (BBS)
was used in the Philippines. BBS is a computer
system running a software that allows users to
connect and exchange messages and information
using a terminal program.
By 1987, inter-BBS connectivity was enabled through
the Philippine FidoNet exchange. One bulletin board
system in Metro Manila was now able to connect to
other bulletin board systems in the same area.
By the early years of the 90s, email gateways and
services broadened, courtesy of some multinational
corporations operating in the Philippines.
Timeline of Internet in the
Philippines
By 1993, the government would figure as a major
player, mostly of the role discharged by the
Department of Science and Technology (DOST).
With the support from the Industrial Research
Foundation (IRF), the PhilNet project was launched,
consisting of representatives from various
universities such as the University of the Philippines–
Diliman, University of the Philippines–Los Baños, De
La Salle University, and Ateneo de Manila University.
They would team up with Dr. Rudy Villarica who
would represent the Industrial Research Foundation.
Timeline of Internet in the
Philippines
By July 1993, with full funding from the DOST, the PhilNet
project scaled up. Students from the participating universities
were able to connect to another gateway at the Victoria
University of Australia.
By November 1993, an additional grant of ₱12.5M enabled
the purchase of equipment and lease of communication lines.
By March 29, 1994, the Philippines was formally connected
to the Internet, using the PLDT network center in Makati City.
On the same day, the First International E-mail Conference
was being held at the University of San Carlos in Cebu. Dr.
John Brule, a professor emeritus from Syracuse University,
announced “We’re in!” as the PhilNet connection successful
linked up with the global Internet.
LESSON 3
Communication Vis-á-Vis
Mass Communication
Issue
Texting is a form of mediated interpersonal
communication assisted by the technology
provided by cellphones.