LESSON 1

UNDERSTANDING MULTIMEDIA
AND ITS ETHICAL ISSUES
What is Multimedia
• Derived from the word “multi” and “media”
Multi
From latin word ‘multus’ which mean much
or many,
Media
Means something is communicated or
expressed
 Multimedia
Is content that uses a combination of different
content forms such as text, audio, image,
animation, video and interactive content
Ethics
moral principles that govern a person's behavior
or the conducting of an activity.
Intellectual Property Rights
Intellectual property rights are the rights of an individual
over his or her written works.
Intellectual Property Rights
Intellectual Property has (4) key rights.
1. Patent
2. Copyright
3. Trademark
4. Trade Secret
 Intellectual Property Rights
1. Patent
It is an exclusive right granted for an invention. This may be
a product or a process that provides a new way of doing
something.

Registered in Intellectual Property Office of the Philippines

Products/process are only legally patented for a limited time.

20 years from the date the patent application is filed

Intellectual Property Rights
2. Copyright
It is a legal term used to describe the rights of an author. It
covers works like books, music, paintings, sculptures, films computer
programs, databases, advertisement, maps, and technical drawings.

a copyrighted work is protected for the length of the author’s life

plus another 70 years
Intellectual Property Rights
3. Trademark
It is a sign that distinguishes the products or services
of one enterprise from another.

Trademarks are registered in

USPTO United States Patent and Trademark Office
The JOLLIBEE trademark was assigned a Serial Number #85524886 –
by the United States Patent and Trademark Office (USPTO).
NIKE Trademark McDonalds Trademark
Serial Number 73624522 Serial Number 78257203
Intellectual Property Rights
4. Trade Secret
It can be confidential business information that
provides a competitive advantage edge. It covers
manufacturing or industrial secrets and commercial secrets.

The unauthorized use of such information by others is

regarded as an unfair practice and a violation of trade
secret.
Intellectual Property Rights
4. Trade Secret
A trade secret is any practice or process of a company that
is generally not known outside of the company.

 KFC's secret blend of 11 herbs and spices.

 Coca-Cola's recipe for their signature drink.
 Google's search algorithm.
 McDonald's Big Mac “special sauce.”
 Secret client lists at any company.
Creative Commons
Commons is a non-profit organization devoted to expand the range of creative
works. It is made available for others to build upon legally and to share.
It has released several copyright-licenses known as Creative Commons
licenses, free of charge to the public
Ethical Issues
Multimedia Privacy
We take images and video and
share them across friends over
networks. There is concern about
the loss of privacy in such data.
Online Deception
Also known as digital deception, digital disinformation
Censored Works
One of the early nicknames for the internet was the
information superhighway
Censored is the blocking or banning of something you see,
hear or read for example in the social media
Defamatory Reproductions

It is the act of
communicating false
statements about a person.
These can be slanderous or
libelous statements that
could damage the
reputation of a person.