MEDIA AND INFORMATION LITERACY

UNIT I
Media and Information:
Cultures, Communities and
Technologies
 MEDIA AND INFORMATION LITERACY

MODULE I
INTRODUCTION TO MEDIA
AND
INFORMATION LITERACY
Communication

Media

Information

Technology

Literacy
WHAT IS
COMMUNICATION?
the act or process of using words, sounds, signs, or
behaviors to express or exchange information or to express
your ideas, thoughts, feelings, etc., to someone else
(http://www.merriam-webster.com)

Communication

the exchange of information and the expression of feeling

that can result in understanding
(http://dictionary.cambridge.org)
 Communication
Is from the Latin term communicare, which means “to share” or
“to divide out”

It may also be thought to originate from another Latin word

communis, which means “working together”
 Communication
“communication as one of those everyday activities that is
intertwined with all human life so completely that we sometimes
overlook its pervasiveness, importance and complexity”
-Littlejohn and Foss (2008)

“communication 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”
-Bulan and De Leon (2002)
PROCESS OF COMMUNICATION
1. TRANSMISSION MODELS

Who says What Through what To Whom With what

medium result?
SENDER MESSAGE CHANNEL RECEIVER EFFECT

Lasswell’s Communication Model (1948)

 1. TRANSMISSION MODELS

This model is relatively straightforward and tells you that communication

originates from someone and their message flows through a channel,
either through sound waves or light waves, and that someone on the
other end receives the message with a corresponding effect.
2. SHANNON AND WEAVER’S COMMUNICATION MODEL
2. SHANNON AND WEAVER’S COMMUNICATION MODEL

This model by Claude Shannon and Warren Weaver which incorporates

the concept of noise that refers to anything that interferes with the
message. The model is a more mechanical look at communication.
3. WESTLEY and MACLEAN MODEL OF COMMUNICATION
 3. WESTLEY and MACLEAN MODEL OF COMMUNICATION

This model by Bruce Westley and Malcolm Maclean, Jr. where they
argued that instead of a having a sender merely relaying messages, you
have a communicator, who relays his or her account of a selection of
events or views/voices in society.

Communication is guided by interests and demands of an audience that is

known only by its selections and responses to what is offered.
4. Schramm Model Of Communication (1954)
 4. Schramm Model Of Communication (1954)

This model by Wilbur Schramm’s depiction of cyclical communication

where the sender and receiver have alternating roles in the loop.

A communicator who produces and sends the message is called

“encoder” and the one who receives and interprets is the “decoder”
5. Berlo’s SMCR Model of Communication (1960)
 5. Berlo’s SMCR Model of Communication (1960)

This model show that it is not just about saying the message but also
considering how the message may be received because of factors that
may influence reception.

That is why when someone breaks a bad news to someone else, he or

she does not say it as straightforward and blatant. He or she will have to
consider how the other person will react to the news or what possible
interpretations the other person might have about the news.
 How is communication affected by media and information?

MEDIA Communication INFORMATION

 Communication  data, knowledge
Tools derived from
study, experience,
or instruction,
signals or symbols
 knowledge of
specific events or
situations
Photo Credit :https://commons.wikimedia.org/wiki/File:EU-Media-Futures-Forum-pic_0.jpg and: http://hallr.com/category/school-communication/
 Media
Is the plural form of medium

Have been defined in several ways by different sources.

 Source Definition
Oxford Learner’s • The main ways that large numbers of
Dictionaries people receive information and
entertainment, that is television,
radio, newspapers, and the Internet
 Source Definition
UNESCO Media and • Refers to the combination of physical objects
Information Literacy used to communicate or mass communication
Curriculum for Teachers through physical objects such as radio,
television, computers or film
• Also refers to any physical objects used to
communicate media messages
• 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 organization or a legal person
 Source Definition
The Penguin Dictionary • Means of distributing texts and messages to a
of Media Studies (2007) large mass of people
• Carries a certain degree of intellectual baggage
or currency with it
 Source Definition
David Buckingham • Something we use when we want to
(2003), director of the communicate with people indirectly, rather
London University than in person or by face-to-face contact
Centre for the Study of
Children, Youth and • Provide channels through which
representations and images of the world can be
Media (Callison & Tilley, communicated indirectly
2006)
 Source Definition
Encyclopedic Dictionary • Any means, agency, or instrument of
of Semiotics, Media and communication
Communications (2000)
• The physical means by which a sign or text is
encoded (put together) and through which it is
transmitted (delivered, actualized)
 Source Definition
Presidential Decree No. • Refers to the print medium of communication,
1018 (1976) which includes all newspapers, periodicals,
magazines, journals and publications and all
advertising therein, and billboards, neon signs
and the like, and the broadcast medium of
communication, which includes radio and
television broadcasting in all their aspects and
all other cinematographic or radio promotions
and advertising.
 Categories of Media
Category Examples
Modality Text, audio, video, graphics, animation
Format Digital or analog
Way of transmitting Electromagnetic or radio waves, light
waves
Mass media form TV, radio, print, internet, telephone or
mobile
Media modality
Refers to the nature of message, whether it is relayed using text,
audio, video, graphics, animation or a combination of any these
things

Media format
Is the way the data is arranged.

Mass media form

Refers to the particular media technology to which the message is
transmitted
 Information
A broad term that can cover data, knowledge derived from
study, experience, or instruction, signals or symbols
-UNESCO Media and Information Literacy Curriculum for
Teachers

When you use MEDIA, INFORMATION is the knowledge of

specific events or situations that has been gathered or received
by communication, intelligence or news reports.
 Literacy
In general terms, referred as a skill.

The ability to identify, understand, interpret, create,

communicate and compute using printed and written materials
associated with varying contexts.
-UNESCO
 TERMS TO UNDERSTAND

• This involves understanding and using mass media

in either an assertive or nonassertive way,
including an informed and critical understanding
of media, what techniques they employ and their
effects.
Media • The ability to read, analyze, evaluate and
produce communication in a variety of media
Literacy forms, e.g television, print, radio, computers
• Another understanding of the term is the ability
to decode, analyze, evaluate and produce
communication in a variety of forms

Source: MIL Curriculum for Teachers by UNESCO, 2011

 TERMS TO UNDERSTAND

• The ability to recognize when

information is needed and to locate,
Information evaluate, effectively use and
Literacy communicate information in its various
formats.

Source: MIL Curriculum for Teachers by UNESCO, 2011

 TERMS TO UNDERSTAND

• This is the ability to use digital technology,

communication tools or networks to locate,
evaluate, use and create information
• It also refers to the ability to understand and use
information in multiple formats from a wide range
Technology of sources when it is presented via computers and
(Digital) to a person’s ability to perform tasks effectively in
a digital environment
Literacy • Digital literacy includes the ability to read and
interpret media, to reproduce data and images
through digital manipulation, and to evaluate and
apply new knowledge gained from digital
environments.

Source: MIL Curriculum for Teachers by UNESCO, 2011

 ACTIVITY 1: Circle Venn Diagram

Guide Questions
1.What is Media Literacy? Media Literacy

2.What is Information Literacy?

3.What is Digital Literacy?
4.What are the similarities and
differences of media literacy, Technology Information
information literacy, and technology (Digital) Literacy Literacy

literacy ?
Media and Information
Literacy (MIL)

refers to the essential competencies (knowledge, skills and

attitude) that allow citizens to engage with media and other
information providers effectively and develop critical thinking
and life-long learning skills for socializing and becoming active
citizens

Source: MIL Policy and Strategy Guidelines by UNESCO, 2013

 Core Subject Title:
MEDIA AND INFORMATION LITERACY (MIL)
• Core Subject Description:
• The course introduces the learners to basic
understanding of media and information as channels of
communication and tools for the development of
individuals and societies. It also aims to develop students
to be creative and critical thinkers as well as responsible
users and competent producers of media and
information.
Media And Information Literacy (MIL) Curriculum Guide By DepEd
What is
Media and
Information
Literacy?

Created by Mr. Arniel Ping using Meme Generator: imgflip

 Media and information literate individual

Clarifying your goals and motivations for seeking information

Acquiring more skills in discerning, appreciating and filtering

information.
 ACTIVITY 2:
Written Output
• Write an essay about the value of being a media and
information literate individual.
• Your essay must have a title, an introduction, a body
paragraph (1 main argument with 2 examples), and a
conclusion.
• Not less than 12 sentences
• Refer to the rubric for
criteria and grading.
 Rubric
Very Good Good Poor Needs
Improvement
INTRODUCTION Well-developed Introductory Introduction does Introduction was
Background/ introductory paragraph not adequately not presented.
Define the paragraph contains contains some explain the
Problem detailed background background background of the
information, a clear information and problem. The
explanation or states the problem is stated,
definition of the problem, but does but lacks detail.
problem. not explain using
details. (2 points)

(5 points) (4 points) (0 points)

 Rubric (cont.)
Very Good Good Poor Needs
Improvement
BODY Argument is well Argument was Argument was Argument was not
PARAGRAPHS developed with presented with presented but presented.
Main Argument supporting examples. some supporting lacks examples.
examples.
(5 points) (4 points) (2 points)
(0 points)

CONCLUSION Conclusion was Conclusion was Conclusion was Conclusion was not
presented. Opinions presented with presented but no presented.
and suggestions for some suggestions suggestions for
change are logical for change are change and/or
and well thought out. evident. opinions are
(5 points) included.
(4 points) (2 points)
(0 points)
THANK YOU
FOR
LISTENING!
Hope you had learned something!