Media and Information

Literacy
Media and Information Literacy
recognizes the primary role of information
and media in our everyday lives. It lies at
the core of freedom of expression and
information - since it empowers citizens
to understand the functions of media and
other information providers, to critically
evaluate their content, and to make
informed decisions as users and producer
of information and media content.
Media Use Log.....15 min. activity

think of the past week, and record the use

and interaction with media and
information providers (such as internet,
social media, TV, radio, newspaper, etc.).
Weekly Interaction Log with Information and Information Providers

Media or Information Provider Number of hours in a week

Youtube 30 hrs
• Which media provider did you spend the
most time?

• What roles does media play in your daily

lives?
• Literacy: The ability to identify, understand,
interpret, create, communicate and
compute, using printed and written
materials associated with varying contexts.
Literacy involves a continuum of learning,
wherein individuals are able to achieve their
goals, develop their knowledge and
potential, and participate fully in their
community and wider society.
 • Media: The physical objects used to
communicate with, or the mass
communication through physical objects
such as radio, television, computers, film,
etc. It also refers to any physical object
used to communicate messages.
•Information: A broad term that
covers processed data, knowledge
derived from study, experience,
instruction, signals or symbols.
 • Media and Information Literacy: The
essential skills and competencies that allow
individuals to engage with media and other
information providers effectively, as well as
develop critical thinking and life-long
learning skills to socialize and become active
citizens. !
The purpose of being information and media
literate is to engage in a digital society; one
needs to be able to use, understand, inquire,
create, communicate and think critically. It is
important to have capacity to effectively
access, organize, analyze, evaluate, and create
messages in a variety of forms.
 • Media Literacy: The ability to access,
analyze, evaluate, and create media in a
variety of forms. It aims to empower
citizens by providing them with the
competencies (knowledge and skills)
necessary to engage with traditional media
and new technologies
 • Information Literacy: The ability to
recognize when information is needed, and
to locate, evaluate, and effectively
communicate information in its various
formats
 • Technology Literacy: The ability of an
individual, either working independently or
with others, to responsibly, appropriately,
and effectively use technological tools. Using
these tools an individual can access, manage,
integrate, evaluate, create and communicate
information
Online Activities Media Literacy Information Technology Literacy
Literacy

Sending an As platform(text; Content(approaches Tools,(mobile,

electronic Messages email,messenger , reciepients, etc computer,
video message, tablets,etc..
voice message, etc

Getting the latest

news

Entertainment

Others
The Evolution of Traditional to
New Media
 For years, there has been chatter in the industry that traditional media
is dying, but I am here to tell you that traditional media is still very
much alive and well. There is no argument that traditional media is
undergoing a huge transformation and has required a “digital tune-
up,” which has been crucial to its survival.
 When we refer to traditional media, we are talking about media
channels such as television, radio, print, and out-of-home. Now I
want you to think back about the last 24 hours. How many of you
have watched a TV show, whether it was on the TV or your tablet?
How many of you drove to work and listened to the radio? Oh, and
while you were on your way to work, did you see a billboard? I am
willing to bet that you were able to answer yes to at least one of those
questions, if not all of them, and it is further proof that traditional
advertising is not dead.
 Let’s take a look at the different channels and how they are evolving.
Television
Television
TV advertising has still proven to be a highly relevant
channel. television continues to have the highest
reach out of all media when you combine live plus
time-shifted TV. Yes, it’s true that traditional TV
viewership has seen some declines over the years,
and other forms of online video with highly
targeted advertising opportunities seem very
attractive to advertisers.
Another important evolution in the world of television
is the penetration of subscription-video-on-demand
(SVOD) programming (Netflix, Hulu, and Amazon
Prime), which is now reaching 50 percent of U.S.
households, according. Viewers can watch what they
want, when they want. TV networks are recognizing
the appeal of SVOD and actively creating new
distribution channels of their own such as branded
apps and websites in order to distribute their
programming to viewers.
 Netflix is an American entertainment company
founded by Reed Hastings and Marc Randolph on
August 29, 1997, in Scotts Valley, California. It
specializes in and provides streaming media and
video-on-demand online and DVD by mail.
 Hulu is an American subscription video on demand
service owned by Hulu LLC, a joint venture with The
Walt Disney Company, 21st Century Fox, Comcast,
and as of August 10, 2016, Time Warner.
 Amazon Video is an Internet video on demand
service that is developed, owned, and operated by
Amazon.
Radio
Behind television, radio has the second highest reach
of all mediums. On average, radio reaches nine out
of 10 millennials each week. Some marketers will
argue that radio is the most effective way to get
your message across due to the fact that radio
listeners are more tuned in and have a higher ad
recall.
Local radio, also known as terrestrial radio, still
remains strong and is the main source of advertising
revenue for this channel. With that said, the radio
industry has done a great job adapting to the digital
shift of consumers by creating a strong online
presence. Streaming radio services such as Pandora
and Spotify have created new and exciting
advertising opportunities that allow you to reach
highly targeted consumers when you want and where
you want.
Pandora Internet Radio is a music
streaming and automated music
recommendation service powered by
the Music Genome Project. As of
August 1, 2017, the service, operated by
Pandora Media, Inc., was available only
in the United States.
Spotify is a music, podcast, and video
streaming service that was officially launched
on 7 October 2008. It is developed by startup
Spotify AB in Stockholm, Sweden.
Print
Out of all the traditional media channels, the print
medium has suffered the most, as the industry was
slow to adapt to the digital shift of consumers. Many
have turned to free news sites, which means
publications have had to put more of a focus on
relevant and reliable content in order to reach a larger
audience and boost their search engine visibility. Some
large news outlets have done a great job of this and
have managed to drive large volumes of traffic to their
site, generating ad revenue through online video and
display ads.
Printing is a process for reproducing text and
images using a master form or template.
 Out-of-Home
When you think of out-of-home advertising, the first
thing that may pop into your mind is billboard
advertising. Well, this is certainly one avenue of
OOH advertising, but the truth is, there are limitless
opportunities in the world of OOH advertising. From
billboards to transit advertising and putting your
message on the back of a bathroom stall, OOH
advertising has allowed marketers to reach
consumers pretty much anywhere.
One of the biggest breakthroughs in recent years was
the development of digital billboards. Digital
billboards have brought significant advantages to
advertisers. Businesses are now able to tailor their
messages more effectively by having the flexibility
to easily swap messaging in and out with huge
production and installation cost savings.
Out-of-home media advertising or out-of-
home media is advertising that reaches the
consumers while they are outside their homes
In summary,
traditional media is far from dead but rather is
evolving to meet the needs of consumers. In this
digital age, it is important to focus your marketing
strategies around delivering the right message at the
right time and in the most engaging way possible.
Fortunately, with the way traditional media channels
have been able to evolve and adapt to this digital
era, they are able to provide the advertising
opportunities to help fulfill these strategies.
THANK YOU.....