LESSON 1.

INTRODUCTION TO MEDIA AND

INFORMATION LITERACY Learning

Objectives
At the end of the lesson/s the learner will be able to:
1. identify the role of media and information in communication;
2. reflect on the communication process model and responsible use of media;
and 3. demonstrate “think before you click.

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)

• the exchange of information and the expression of feeling that can result in
understanding. (http://dictionary.cambridge.org)

Identify the following:

▪ Communicator/ Sender?

▪ Message?

▪ Medium/ Channel?

▪ Receiver?

▪ Effect?
Media- communication channels through which news,
entertainment, education, data, or promotional
messages are disseminated. Media includes every broadcasting and narrowcasting medium such
as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and Internet. Media
is the plural of medium and can take a plural or singular verb, depending on the sense intended.

Information – It is a communication or reception of knowledge or intelligence. It is knowledge

obtained from investigation, study or instruction.

A. THE ROLE OF MEDIA AND INFORMATION IN EFFECTIVE COMMUNICATION

Most households have televisions, cars have radios, many take their morning coffee with a
newspaper, everybody has a smartphone, and computers are everywhere. Indeed, the media has
become a constant in the lives of everyone. It is not surprising that because of this, media and
information plays a vital role in effective communication.
1. It makes the world a smaller place
Social Media platforms brought people from different locations, background, culture, and race
together.
If one needs information about a place they’ve never been to, all he or she needs to do is look it
up on the web.

2. It makes communication convenient

Existence of email and various messaging sites and apps, communication has become faster and
easier.

3. It shapes public opinion

The mass media shapes public opinion. (Setting the Agenda by Maxwell McCombs) . Owing to its
wide reach, not to mention the perceived credibility of the media, they can sway the opinion of
their audience according to the message they convey.
B. MEDIA AND INFORMATION LITERACY (MIL)

Media Literacy - The

ability to read, analyze,
evaluate and produce
 communication in a variety
of media forms.

Technology (Digital) Information

Literacy - The ability to use Literacy- The ability to
digital recognize when information
technology, is needed and to locate,
communication tools or evaluate, effectively use and
networks to locate, evaluate, communicate information in
use, and create information. its various formats.

C. RESPONSIBLE USE OF MEDIA AND INFORMATION

THINK BEFORE YOU CLICK
Is it TRUE?
Do not post anything that contains false or less than true news and events

Is it HONORING?
You may not agree with others all the time but be tolerant.

Is it INFORMATIVE?
Verify the source of each news you share.

Is it NECESSARY?
If it’s not necessary then do not post it. Do not give away your private information.
Is it KIND?
Spread LOVE. If its something that will help others. Do not hesitate to share

DOS AND DON'TS WHEN USING SOCIAL

NETWORKS

Poster Presentation

• A media and information literate individual

 behave properly on the internet.
• The word netiquette is a combination of ’net’
(from internet) and ’etiquette’. It means respecting
other users’ views and displaying common
courtesy when posting your views to online
discussion groups.
(http://www.bbc.co.uk/webwise/guides/about
netiquette)

• A media and information literate individual is

a critical thinker.
• Critical thinking is the ability to think clearly
and rationally about what to do or what to believe. It
includes the ability to engage in reflective and
independent thinking.
(http://philosophy.hku.hk/think/critical/ct.php)
LESSON 2. THE EVOLUTION OF
TRADITIONAL MEDIA TO NEW 
MEDIA 
At the end of the lesson/s the learner will be able to: 
1. identify traditional media and new media and their relationships; 
2. evaluate the significant contributions in Media and Information in the history;
and 3. create a political caricature showing the current issue of Philippine Media.  

We now live in the Information Age, so we can easily gather information just about anywhere
with  use of technology.  
Thus, people can visit websites of online newspapers or institutions that provide the particular 
information that they need. Nowadays, important details are not only expressed through text, but
also in the form of images, videos and music.  
Furthermore, Information Age is labeled as the Computer Age of the New Age because it gave 
birth to new media and digital technology. Although most devices still run on electricity during 
this time, their multifunctional capabilities make them different from the machines used in the 
Electronic Age.  
A. EVOLUTION OF TRADITIONAL MEDIA TO NEW MEDIA 
 See Workbook of Media and Information Literacy on page 4 - 5 
B. RELATIONSHIP BETWEEN TRADITIONAL MEDIA AND NEW MEDIA

C. FUNCTIONS OF COMMUNICATION AND MEDIA 

1. Inform citizens of what is happening (monitoring function) 
2. Educate the audience (meaning and significance of facts) 
3. Provide a flatform for public discourse (public opinion and expression of dissent)
4. Watchdog” role of journalism” 
5. Channel for advocacy for political viewpoints 

D. SELECTED THEORIES ON MEDIA AND INFORMATION 

Here are some proponents of the theories about information and media. 
1. Media Richness Theory 
• this theory was introduced by Richard I. Draft and Robert H. Lengel in the 1980’s.  •
it is also referred to as Information Richness Theory.  
• it can be used to assess the richness or multifunction capabilities specific means of 
communication, such as phone calls, video conferences, and emails.  
• personal communication methods like texting and making video calls, are generally 
effective than other forms of media as the desired message is sent directly to the receiver.    
2. Information Processing Theory 
• this theory suggests that humans process the information they receive instead of merely 
responding to the stimuli. 
• the mind is like a computer that analyzes the information it gets from its environment.  •
associated with the cognitive development approach in psychology.  

3. Contingency Theory 
• Proponent (Joan Woodwards) work in 1958.  
• the influence of technology and other variables in organizations.  
• a variable can change the behavior and the structure of an organization in order to 
complete a task.  

4. Media Naturalness Theory 

• proposed by Nereu “Ned” Kock based on the concept of human evolution.  •
Kock suggests that face-to-face communication is the most natural method of 
communication.  
• it also proposes that communication is better established and that message is more 
clearly understood if people talk in person. 
• It argues that the farther the sender is from the receiver, the harder it is to process 
information and comprehend the message. 

5. Media Synchronization Theory 

 • it is better if people who need to communicate are all present and available in real time.  •
it also emphasizes that communication involves interaction as it has two processes: 
conveyance and convergence. 
• Convey means to make something known to another person, while converge means to 
come together to set a common interest, purpose, or goal.  

6. Channel Expansion Theory  

• proposed by John Carlson and Robert Zmund in 1999. 
• suggests that an individual chooses a type of media to use for communication based on  his
experience in handling that type of media alongside the person he needs to speak  with and
what their topic is all about. 

Lesson 3. TYPES OF MEDIA 

At the end of the lesson/s the learner will be able to: 
1. differentiate each type of media; 
2. integrate the experiences with different types of media; and  
3. utilize the use of these different types of media to be informed of what is happening around us. 

A. Types of Media 
1. Print Media – refers to paper publications such as books, newspapers, magazines,  journals,
newsletter and other materials that are physically printed on paper. At present,  some forms of
print media have digital versions and are available for download through  applications or
websites.  

2. Broadcast Media – consists of programs produced by television networks, and radio  stations.
Contrary to print media, broadcast media airs audio and video materials for the  public’s
information, interest, or leisure. Radio, television and films are three forms of  broadcast
media.  

3. Film- is similar to a television show as it offers a variety of themes and genres. It can be  about
drama, comedy, horror, action, an animation, or a documentary.  

4. New Media (Internet) -Today, the internet allows users to browse different websites and 
communicate with other people through the web. The Internet is an electronic 
communications network that connects computer users through various networks and 
organizational computer facilities around the world.  

B. Mass Media and Media Effects 

What is mass media? 
Mass Media - refer to channels of communication that involve transmitting information in
some  way, shape or form to large numbers of people 

MEDIA EFFECTS 
Media Effects - are the intended or unintended consequences of what the mass media does. 
(Denis McQuail, 2010)
1. Third – party Theory - People think they are more immune to media influence than 
others. 
 S
ource:https://www.linkedin.com/pulse/death-human-conversation-awad-abdelgayoum 

2. Reciprocal Effect - When a person or event gets media attention, it influences the way  the
person acts or the way the event functions. Media coverage often increases self
consciousness, which affects our actions.  

Source: http://www.flickriver.com/photos/billyjo29/tags/kapamilya/ 
3. Cultivation Theory (George Gerbner) - states that media exposure, specifically to 
television, shapes our social reality by giving us a distorted view on the amount of 
violence and risk in the world
 (Source:http://mass.pakgalaxy.com/cultivation-theory.html) 
4. Agenda-setting Theory (Lippmann/ McCombs and Shaw) - process whereby the mass 
media determine what we think and worry about public reacts not to actual events but to  the
pictures in our head, created by media.  

Source: http://lessonbucket.com/media-in-minutes/the-agenda-setting-function-theory/ 
5. Propaganda Model of Media Control (Herman & Chomsky ) - The model tries to  understand
how the population is manipulated, and how the social, economic, political  attitudes are
fashioned in the minds of people through propaganda
Source:https://www.amazon.com/Age-Propaganda-Everyday-Abuse-Persuasion/dp/0805074031 
C. What is Propaganda? 
Ideas or statements that are often false or exaggerated and that are spread in order to help
a  cause, a political leader, a government, etc.  

The essence of propaganda 

Stereotypes are at the heart of all propaganda efforts. Their purpose is to create the
perception  that our action is always ethical and honorable, while those of our opponents are
always  unethical and dishonorable.  

(Source: http://vote-revolt.com/2016/03/14/americas-mainstream-media-weapons-of-mass
deception/) 

PROPAGANDA?
LESSON 4. MEDIA AND
INFORMATION SOURCES
Learning Objectives 
At the end of the lesson/s the learner will be able to: 
1. identify media and information sources; 
2. evaluate reliability of sources; and 
3. pass information accurately. 

A. INDIGENOUS KNOWLEDGE (IK) 

-It is neither written nor published but provides people in the community 
with strategies for survival.  
- the sum total of knowledge and skills which people in a particular 
geographical area possess that enables them to get the most out of their 
natural environment.  
- this information is not systematically documented. 
- it is oral in nature, usually transmitted through personal communication 
- it is culture -specific and often generated within communities for local 
level decision-making in agriculture, healthcare, food preparation, 
education and other activities. 

B. LIBRARY 
- is a building or room that contains a collection of books, periodicals, and/or 
audio-visual materials. It provides easy access to reliable and essential 
resources for research.  
- most schools have libraries of their own; some city government have too. In 
the Philippines, the National Library of the Philippines serves as the premier 
library which houses the greatest number of printed materials in the country. 
 LIBRARY 
For easy reference, all of its materials are recorded in a database. The researcher
can  type in the keywords of the information that he/she wants to obtain, and the
database  will show all results that contain the typed keywords, including the room
where  these materials are located. 
C. INTERNET  
- The internet is a global network of computers that allows computer users 
around the world to share information for various purposes.  
-It is an interconnected to the internet – has a number of other computers 
connected to it.  
-Compared to a library, the internet is more accessible and more convenient 
to use. In a split-second, a researcher can obtain answers to his/her query of 
information by merely typing his/her query in a search engine’s bar.  
- Indeed, it is easier to obtain information on the internet; however, it is
also  more difficult to check for an information’s accuracy on this medium.
Almost  anyone who has access to the web can post anything online, while
most  oriented materials that can be found in the library come from reliable
and  valid sources. This is because books, journals, and other prints
undergo  substantive editing and fact-checking before being distributed for
mass  consumption. 

D. ADVANTAGES AND LIMITATIONS OF SOME FORMS OF MEDIA 

Media  Advantages  Limitations

Print • Information is comprehensive but  easy • Information can easily 

Media  to read.   become outdated. 
• It is still accessible even if there  is no • Since the material is  
electricity.  made of paper, it can  
• A new material is always   easily get wet or burned. 
available.  • Researching and reading 
• It is readily available at the   can be time consuming. 
library.   • Some of the materials  are for
• It is affordable and easy to carry.  library use only. 

Broadcast  • Broadcast media is very versatile  • Information can only be 

Media as it offers audio and visual   accessed if one has a  
presentations, which can be television or a radio.  
both  informative and • It cannot be accessed  
entertaining.   without electricity. 
• Information can be interactive as  • The audience does not 
it can be viewed and heard.  have control over the 
 • Some forms of broadcast available shows and  
media  give the audience air format. 
time to  
express their opinions. 

New Media  • Information can be retrieved   • The user should be  

easily, are readily available, and   skilled in information  
can usually be accessed freely.  technology. 
• It is always updated.   • The user needs to have a 
• The internet allows global   computer with Internet  
connectivity and interaction. access. 
• Some information may 
be inaccurate. 

Email   • E-mail allows a researcher to  • The researcher needs to 

Correspondenc communicate with the resource   verify if the email  
e person, local or abroad.   address belongs to the  
• It also allows sharing of   resource person.  
information and files through   • Getting information  
attachments.  could be delayed if the  
resource person does not  
check his e-mail  
regularly. 

NOTE: For additional concepts of this lesson, please see Workbook in Media &
Information  Literacy on pages 10 – 11

LESSON 5. MEDIA AND INFORMATION

LANGUAGES 
Learning Objectives 
At the end of the lesson/s the learner will be able to; 
1. recognize media language, technical codes and camera techniques; 
2. adopt technical codes and camera techniques; and  
3. assess media presentation with accordance to codes, conventions and messages. 
Have you read the Harry Potter series? or watched its movie tie-up? Because of its success – in  
both books and films – perhaps only a few people in the world have not yet heard of the name “ 
Harry Potter”. 

If you have read the series, you may have noticed that many of the elements in the books were
not  accurately represented in the movie tie-up. For example, in the book, Harry Potter was
described  as a boy with a “thin face, knobby knee, black hair, and bright green eyes,” Yet, in the
film, the  actor who portrayed Potter did not actually look as close to the character in the book.
How did you  react upon seeing their differences? 

Different media and information sources use languages that communicate different messages. In 
this lesson, you will learn how ideas are communicated through and by the various media and 
information sources that have been discussed in the previous lessons, and how to use media 
languages’ in conveying messages through different media.  

Research about Marshall McLuhan’s essay, entitled “The Medium is the Message” from the 
book Understanding Media: The Extensions of Man (1964).  

Marshall McLuhan, in his essay “The Medium is the Message” (1964), said that media shape and 
control the scale and form of human association and action. Media are no longer considered as 
mere channels that transmit messages from the sender to the receiver. Their very essences as
media  are enough to be considered as the message itself. This happens through the use of media 
languages.  

Media language is a method, consisting of signs and symbols, used by information producers to 
convey meanings to their audiences (Orlebar, 2009). It is a set of technical codes and
conventions  to communicate information (UNESCO, 2016). Each medium has a specific media
language.  

What is genre? 
► comes from the French word meaning 'type' or 'class‘ 
► can be recognized by its common set of distinguishing features (codes and conventions)

What are codes and conventions?

Codes 
► are systems of signs, which create meaning 

Conventions 
► are the generally accepted ways of doing something 

Types of Code 
 TECHNICAL Symbolic Written

Technical Codes 
► ways in which equipment is used to tell the story (camera techniques, framing, depth of 
fields, lighting and exposure, etc.) 
  
TECHNICAL CODES 
CAMERA TECHNIQUES 
Basic Camera Shots  Advance Camera Shots  Camera Angles

Extreme Wide Shot  Two Shot  Eye-Level 

Wide Shot  Cut Away  High Angle 
Medium Shot  Over the Shoulder  Low Angle 
Medium Close- up  Point of View  Bird's Eye View 
Close- up  Selective Focus  Worm’s Eye View 
Extreme Close- up Arc Shot Slanted (canted)
Basic Camera Movements

Types of Code 
 Technical SYMBOLIC Written 

Symbolic Codes 
► show what is beneath the surface of what we see (objects, setting, body language, 
clothing, color, etc.) 

Types of Code 

Technical Symbolic WRITTEN

Written Codes 
► use of language style and textual layout (headlines, captions, speech bubbles, language 
style, etc.) 

What is a video treatment? 

TREATMENT 
► covers the basic ideas and issues of the production as well as the main characters, locations, 
and story angles 
► covers the full story sequence, typically contains some key scenes 
TREATMENT EXAMPLE  
(McDonald’s TV Commercial) 
A Commercial Treatment by John Mastromonaco 
“Chain Reaction” is all about how one simple moment can spark a continuous, natural 
series of events. When we open the spot, we’re mid-stride, a woman on her way to work 
as she crosses the street. It’s morning, it’s a nice day—we’re right in stride with her.  
A simple camera move or cut reveals to us what she sees—in the stopped car she passes
at  the red light, the passenger is eating an Egg McMuffin. For just a moment, we move
in  slowly—now we see the Egg McMuffin in its wrapper, familiar golden arches 
unmistakable. 
Now we know it’s morning. Then when we cut back to the woman, she’s at a subway 
platform, enjoying her Egg McMuffin as the subway pulls into the station. So with a few 
simple shots—we’ve started our Chain Reaction. 
When we cut back to the teenager, we’ve shifted time and place again with minimal 
intrusion. Our teenager’s now stepping off the elevator inside a large, modern building—
and he’s enjoying his Egg McMuffin. Cut to well-dressed businessman who sees the 
teenager steeping off the elevator.  
When we next see him (businessman) he is sitting in a beautiful European garden on a 
bench, eating an Egg McMuffin. In turn, the gardener notices the businessman then—
chain  reaction. The next time we see the gardener he’s selling fresh flowers with one
hand,  holding an Egg McMuffin in the other. And so it goes. 

What is a storyboard? 
A storyboard is a graphic  
representation of how your  
video will unfold, shot by shot. 

Think of it as sort of a comic  

book version of your script. 
LESSON 6. LEGAL, ETHICAL, AND
SOCIETAL ISSUES IN MEDIA AND 
INFORMATION 
Learning Objectives 
At the end of the lesson/s the learner will be able to: 
1. discuss plagiarism, copy right, and fair use guidelines; 
2. demonstrate proper conduct and behavior online(netiquette); and  
3. apply the knowledge in using the internet more responsibly.  

PLAGIARISM 
• an act or instance of using or closely imitating the language and thoughts of another author 
without authorization.  
Punishment for plagiarism 

✓ Academic Punishment  
✓ Legal Punishments  
✓ Institutional Punishments 
COPYRIGHT 
• a legal term used to describe the rights that creators have over their literary and artistic 
works.  
• books, music, paintings, sculpture and films, to computer programs, databases, 
advertisements, maps and technical drawings. 
• Copyright owners have the right to control the reproduction of their work, including the  right
to receive payment for that reproduction. 
• An author may grant or sell those rights to others, including publishers or recording 
companies. 
• Violation of copyright is called infringement.  

FAIR USE 
Fair use means you can use copyrighted material without a license only for certain
purposes.  These include: 
 ◼ Commentary 
◼ Criticism 
◼ Reporting
◼ Research 
◼ Teaching 

Guidelines for fair use: 

◼ A majority of the content you create must be your own. 
To return to the example above, it's probably fair use to include a few relevant photos to 
support your ideas in a blog post, presentation, or research paper. However, using these 
same photos in a project with only a few lines of commentary might not be fair use. As 
another example, let's imagine you found a useful tutorial you wanted to feature on
your  
blog. Including one tip from the tutorial would be fair use. Simply republishing the
entire  tutorial would not be fair use, even if you linked to the original source. 
◼ Give credit to the copyright holder. 
In order for something to be fair use, you must give full credit to the person who created 
it. This includes the creator's name, as well as other information that will help people find 
the original work or source. For example, if you adapt a recipe that was originally
published  on a cooking website, you should include a link to the original page. For more
help citing  your sources, review Avoiding Plagiarism. 
◼ Don't make money off of the copyrighted work. 
In general, it's much easier to claim fair use when you're using the copyrighted material
for  noncommercial purposes. While posting images of your favorite TV shows and
adding  funny captions and commentary might be considered fair use, selling these
images on T shirts would not. 
NETIQUETTE 
. set of rules for behaving properly online 
. respecting other users’ views and displaying common courtesy when posting your
views  to online discussion groups 

The core rules of netiquette 

The Core Rules of Netiquette. Shea, V. (1994). Core rules of netiquette.
Netiquette  (Online ed., pp. 32-45). San Francisco: Albion Books 

Rule 1: Remember the Human 

When communicating electronically, whether through email, instant message, discussion 
post, text, or some other method, practice the Golden Rule: Do unto others as you would 
have others do unto you. Remember, your written words are read by real people, all
deserving of respectful communication. Before you press “send” or “submit,” ask
yourself,  “Would I be okay with this if someone else had written it?”
Rule 2: Adhere to the same standards of behavior online that you follow in real life 
While it can be argued that standards of behavior may be different in the virtual world,
they  certainly should not be lower. You should do your best to act within the laws and
ethical  manners of society whenever you inhabit “cyberspace.” Would you behave rudely
to  someone face-to-face? On most occasions, no. Neither should you behave this way in
the  virtual world. 
Rule 3: Know where you are in cyberspace 
“Netiquette varies from domain to domain.” (Shea, 1994) Depending on where you are in 
the virtual world, the same written communication can be acceptable in one area, where it 
might be considered inappropriate in another. What you text to a friend may not be 
appropriate in an email to a classmate or colleague. Can you think of another example? 
Rule 4: Respect other people’s time and bandwidth 
Electronic communication takes time: time to read and time in which to respond. Most 
people today lead busy lives, just like you do, and don’t have time to read or respond to 
frivolous emails or discussion posts. As a virtual world communicator, it is your 
responsibility to make sure that the time spent reading your words isn’t wasted. Make
your  written communication meaningful and to the point, without extraneous text or
superfluous  graphics or attachments that may take forever to download. 

Rule 5: Make yourself look good online 

One of the best things about the virtual world is the lack of judgment associated with
your  physical appearance, sound of your voice, or the clothes you wear (unless you post a
video  of yourself singing Karaoke in a clown outfit.) You will, however, be judged by the
quality  of your writing, so keep the following tips in mind: 
• Always check for spelling and grammar errors 
• Know what you’re talking about and state it clearly 
• Be pleasant and polite. 
• 

Rule 6: Share expert knowledge 

The Internet offers its users many benefits; one is the ease in which information can be 
shared or accessed and in fact, this “information sharing” capability is one of the reasons 
the Internet was founded. So in the spirit of the Internet’s “founding fathers,” share what 
you know! When you post a question and receive intelligent answers, share the results
with  others. Are you an expert at something? Post resources and references about your
subject  matter. Recently expanded your knowledge about a subject that might be of
interest to  others? Share that as well.
 Rule 7: Help keep flame wars under control 
What is meant by “flaming” and “flame wars?” “Flaming is what people do when they 
express a strongly held opinion without holding back any emotion.” (Shea, 1994). As an 
example, think of the kinds of passionate comments you might read on a sports blog.
While  “flaming” is not necessarily forbidden in virtual communication, “flame wars,”
when two  or three people exchange angry posts between one another, must be controlled
or the  camaraderie of the group could be compromised. Don’t feed the flames; extinguish
them  by guiding the discussion back to a more productive direction. 
Rule 8: Respect other people’s privacy 
Depending on what you are reading in the virtual world, be it an online class discussion 
forum, Facebook page, or an email, you may be exposed to some private or personal 
information that needs to be handled with care. Perhaps someone is sharing some medical 
news about a loved one or discussing a situation at work. What do you think would
happen  if this information “got into the wrong hands?” Embarrassment? Hurt feelings?
Loss of a  job? Just as you expect others to respect your privacy, so should you respect the
privacy of  others. Be sure to err on the side of caution when deciding to discuss or not to
discuss  virtual communication. 
Rule 9: Don’t abuse your power 
Just like in face-to-face situations, there are people in cyberspace who have more “power”
than others. They have more expertise in technology or they have years of experience in a 
particular skill or subject matter. Maybe it’s you who possesses all of this knowledge and 
power! Just remember: knowing more than others do or having more power than others 
may have does not give you the right to take advantage of anyone. Think of Rule 1: 
Remember the human. 
DIGITAL DIVIDE 
According to Internet Live Stat (2015) over 3.1 billion people have already utilized new age 
technology to improve their lives. But despite the huge number of people benefitting from the 
technological revolution, there is still roughly 4.2 billion people who do not enjoy benefits of 
digital connectivity. West (2015) stated a number of reasons; some of which are poverty, 
infrastructure, digital literacy, and policy and operations barriers. The gap between digitally
adept  population and the non-technological ones caused the world undergo digital divide. 
Digital divide may also pertain to the gap between the younger and older generations in terms of 
technological use. People born in the middle to late 1980s,1990s, and 2000s belong to the
“Internet  Generation.” of the “Millennials.” They grew up in the presence of arising technology
unlike the  previous generation. Because of this, the younger generation became more internet-
and  technology-savvy than their parents, teachers, and older members of the society.
INTERNET ADDICTION 

The US National Library of Medicine defines internet addiction as the “excessive or poorly 
controlled preoccupations, urges, behaviors regarding computer use and internet access that lead 
to impairment or distress. If the over usage of internet results in the person’s not functioning
fully  as he/she did before, then this person can be considered as internet addict.  
There are five types of internet addiction (1) cyber sexual addiction to adult chat rooms or cyber 
porn; (2) cyber relationship addiction to online friendships or affairs that replace real-life 
situations; (3) net compulsions to online gambling , auctions, or obsessive trading; (4)
information  overload to compulsive web surfing or databases searches; and (5) computer
addiction to game  playing or programming.  
CYBERBULLYING 
Cyberbullying has become more rampant than the old one, for offenders can hide their identifies 
and secure their anonymity on the internet, allowing them to strike their blows to their victims 
without receiving a physical response.  
There are various ways in which cyberbullying may occur (Willard, 2006). 
• Flaming – sending angry, rude, vulgar messages directed at a person or persons privately  or to
an online group.  
• Harassment – repeatedly sending a person offensive message.  
• Cyberstalking – harassment that includes threats of harm.  
• Denigration (put-downs) – sending or posting harmful, untrue, or cruel statements about a 
person to other people.  
• Masquerade – pretending to be someone else; and sending or posting material(s) that  portray(s)
a person or entity negatively.  
• Outing and Trickery – sending or posting material about a person that contains sensitive, 
information, including forwarding private messages or images.  
• Exclusion – actions that specifically and intentionally exclude a person form an online  group.  

CYBERCRIME 
Aside from cyberbullying, other illegal acts happen within the internet. These acts
include  hacking, cybersex, child pornography, identity theft, online libel, illegal access to data,
online  piracy, cybersquatting, and other computer-related offenses.  
In the Philippines, these criminal offenses are aimed to be restrained by RA 10175, or the 
Cybercrime Prevention Act of 2012.

Lesson 7. OPPORTUNITIES, CHALLENGES,

PROBLEMS, AND ISSUES Learning Objectives 
At the end of the lesson/s the learner will be able to: 
1. develop knowledge about risks and threats that potentially accompany Internet use 2.
recognize behaviors and actions that may be considered as misuse/abuse of media and 
information; and  
3. apply the knowledge in using the internet more responsibly. 

When a photo or video becomes viral, what does this entail? When something goes viral on 
social media, it means that Internet users have widely and rapidly shared such photo, video,
or  comment online.  
INFLUENCE AND POWER OF MEDIA 
Anything that goes viral on the Internet becomes an instant trending and popular topic. These
are  concrete examples of how media can influence the economy, education, society and
politics.  
Economy  
Stock Market – can monitor their investments in real time by logging in at the website of the 
Stock Exchange. 
Businessmen – who are always busy and on-the-go, they use their mobile phones to get in touch 
with their stock brokers and instruct them whether they want to buy or sell their stocks.  
BPO (Business process outsourcing) – are companies responsible for providing technical support 
and customer service agents, medical transcriptionists, marketing and real estate agents, and 
many others.  
Education 
Modern visual aids that can be used by lecturers all over the world. An example of visual aid is 
the pocket chart, which teachers often use when discussing lessons to the young learners in order 
to catch their interest.  
There are also educational toys that suit different subject areas. With their vibrant colors and
artistic designs, these educational materials have become an effective way in instructing the 
learners as they allow them to engage themselves with the subjects being taught. 
Apart from these educational toys, educational compact discs (CDs) and digital versatile discs 
(DVD’s) also provide powerful means to educate the students with interactive lessons, and allow 
them to watch films and documentaries, which cover a variety of topics relevant to their course. 
Society 
TV commercials and print advertisements – many people tend to base their perception of beauty 
on a person’s physical looks instead of his talents and intrinsic qualities.  
This is the reason behind the increase on the sales of products and services endorsed by famous 
celebrities, even though they are expensive and their quality is not yet proven effective. As most 
people have the hobby of watching TV programs, the things they regularly see have somehow 
influenced their values and behaviors.  
For example, a child who sees violent TV shows on a regular basis might become a troublemaker 
at school because he might perceive violence as something acceptable. Moreover, teenagers
might  believe that engaging in a serious romantic relationship and neglecting their studies are
agreeable  because teenage love is usually portrayed in most dramas on TV.  
Politics 
Local Politics – use media in informing their constituents about the upcoming projects which 
would be beneficial for their community.  
As information has become easily accessible using the internet, the profiles and other intimate 
personal details about a public servant or a political leader can be easily leaked and shared
online.  
Different media platforms are available, ordinary citizens can use their social media accounts to 
appeal to government authorities regarding the problems in their locality like crimes and road 
reconstructions. With media’s power and influence, they are able to voice out their complaints
and  get immediate attention, public support, and help.  
During calamities, the dissemination of useful information on how to prepare for disasters can be 
uploaded on websites and posted on social media. 

LESSON 8. CURRENT AND FUTURE

TRENDS OF MEDIA AND 
INFORMATION 
Learning Objectives 
At the end of the lesson/s the learner will be able to: 
1. describe massive open online; 
2. explain the wearable technology and 3d environment; and 
3. produce a prototype in future in media innovation.  

Nowadays, gadgets are made through complex and state-of-the-art technology. The appliances
that  we have at home and in the office are no longer just meant for survival; instead, they are
now used  to define one’s lifestyle, and provide comfort and convenience to people.  

As most of the gadgets and equipment now are powered by electricity, what else could be done
to  innovate and enhance their designs and upgrade their features? As man is able to access
more  information through the Internet, it is just a matter of time before a new, and much more
complex  and superior technology is introduced. But for now, let us learn about the available
technology we  have that defines current and emerging trends on media and information.  
What is MOOC? 

Source: http://www.codlearningtech.org/2015/11/23/5-questions-what-you-need-to-know-about-moocs/

Dimension definition of Criteria deciding for a MOOC

MOOC 

M  Massive  an online course designed for - Number of participants is larger  than

large  number of participants can be taught in a ‘normal’  campus class
room/ college situation 

- The (pedagogical model of the)  course

is such that the efforts of all  services
(including of academic staff  on tutoring,
tests, etc.) does not  increase significantly
as the number  of participants increases. 

O  Open  Course can be accessed by -Course accessible to (almost) all  people

(almost)  anyone anywhere without limitations. 
as long as they  have an
internet connection. At least the course content is always 
accessible.  

- Course can be accessed anywhere  as

long as they have an internet  connection. 

Open as in freedom of place, Most MOOC’s nowadays have a  fixed

pace  and time. start and end date and such are  not open
in pace or in time. 

Open to everyone without No qualifications/ diplomas needed  to

entry  qualifications participate in the online course
 Course can be completed for Full course experience without any  costs
free  for participants

O  Online  Complete course online  All aspects of course are delivered 

online.

C  Course  Unit of Study  The total study time of a MOOC is 

minimal 1 ECT (typically between 1  and
4 ECTS 

The course offers a full 1. educational content may include 

course  experience Video-Audio- Text-Games -Social 
including;  Media- Animation 
2. offers possibilities for interaction, 
1. educational content   such as social media channels,  forums,
blogs or RSS readers to build  a learning
2. facilitation interaction community.  
among  peers (including 3. Participants are provided with  some
some but limited  interaction feedback mechanism.  
with academic staff)  4. Study guide/syllabus includes 
instructions as to how may learn from  the
3. activities/tasks, tests, presented materials and  interactions. 
including  feedback 

4. study guide / syllabus

WEARABLE TECHNOLOGY
A. SMART WEAR

includes virtual reality (VR)

eyewear that can  put the functions
of a smartphone or computer  into
users vision.  

e.g. Recon Snow, Oculus Rift 

G
oogle Glass

B. SMART WATCHES 
 standalone personal communication
devices  that can be attached to a
person’s wrist. 

e.g. Samsung Gear

iPhone watch

C. FITNESS TRACKERS 

- wrist-worn, chest-worn, clip-on,

or ear worn devices that use motion
sensors to  record exercise and
health statistics and  progress.  

e.g. Nike+Band

Fitbit Force 

D. SMART CLOTHING

includes heated apparel, medical

apparel,  work monitoring apparel,
etc. 

e.g. NFC Ring

D
uo Skin
 E. MEDICAL DEVICES

devices used in diagnosis and in

helping  patients in recovery  

e.g. contact lenses, sensors and

pumps

Hearing Aid 

F. OTHER INFOTAINMENT DEVICES

includes wireless headphones,

simulations,  etc.  

e.g.. DoubleMe VR Avatar Creator,

Bluetooth  headphones. 

H
TC Vive  
VR Headset 

LESSON 9. TEXT INFORMATION AND

MEDIA 
Learning Objectives 
At the end of the lesson/s the learner will be able to: 
1. define what text information and media; 
2. determine how text information and media is/are organized and disseminated; and 3.
come up with a creative text-based presentation using design principle and elements. 

Text - can be written in script using the Roman alphabet or a different script that is
appropriate  to the language of the reader. 
Information that is communicated through text are called text information. You see these almost 
everywhere – signs, books, cellphones, computers, menus, and more.  
Characteristics 
1. Present text in an acceptable way and supplementing it with other
media. 2. For public system, a clear reasonably large font should be used.  
3. Information should be presented concisely under clear separate headings such as location, 
services available, prices, contact details etc.  
4. Information texts is timeless.  
Format and Types 
Generally, there are four types of text: descriptive, informative, instructive, and persuasive.
These  types differ depending on the objective of the information.  
1. Descriptive text – This is a text that aims to have the reader picture (imagine and see) what is 
being described (e.g. novels, news,) 
2. Informative text – based on its root word” inform” informative text’s primary purpose is to 
advise or tell reader about something (e.g. textbooks, journals, etc.) 
3. Instructive text – tells a reader how to do something (e.g. cookbooks, instructional materials, 
etc.) 
4. Persuasive text – is a text that seeks to persuade a reader to believe in or something. (e.g. 
editorials, etc.) 

Sources 
There are various kinds of texts that exist: advertisements, television shows, video games, 
Congressional hearings, newspapers, films, etc. These can all be primary sources in relation
to  this. 
A primary source is generally: 
• a document that was created in the time period that you are studying, or by a person  who
lived during that time period and wrote about it later.  
• firsthand knowledge about the event, time period, or person that you are researching. 
A secondary source, on the other hand: 
• makes use of primary sources in the explanation or exploration of a prior time period. • is
distanced from this time period and uses primary sources primary sources as evidence  to
back up assertions.  

Example: if you are researching the films of Steven Spielberg, a book about his body of work 
would be a secondary source, while his movies themselves would be primary sources. An 
interview with Spielberg would also be considered a primary source.  
Advantages  
1. Text media covers a wide range of topics.  
2. It is easy to access. 
3. It should be well-research and discussed comprehensively. 

Limitations 
1. The book has to be updated regularly for accuracy and timeless 
2. Text information can be lengthy and hard or tiresome to read. 
3. Finding information can mean browsing over several materials, which can be time
consuming.  

TEXT AS VISUAL  
Visual text uses a combination of visual features (camera shots, still pictures, and graphics) and 
verbal features (words, dialogue and language features) to get a message across to the audience.  
To read a visual text you must view the text multiple times. Work out the main idea and how the 
visual and verbal features of the text such as: structure, layout and language features work
together.  Think about the purpose of the text and how these techniques help to communicate a
message to  the audience.  
SELECTION CRITERIA: TEXT INFORMATION AND MEDIA 
Every information is different and it varies based on the medium used. A text information
presents  a different set of data from an audio information, and vice versa. This is why before you
believe,  use or adopt an information, it is important that you know the selection criteria for a
specific  information and medium first.  
For text information and media, here is the selection criteria. 
1. Relevance – sources explain the topic of research completely. 
2. Triangulation (validity, reliability and accuracy) – fact checking text information is also 
simpler for one can easily type the information onto a search engine and triangulate it. The 
information must first know who its source is, and if that source is valid, reliable, and accurate. 
3. Point of view – Does the information sound biased? Does the analysis come from only one 
perspective? Are there flaws in the author’s logic? 
4. Medium used – in delivering information is a vital indicator of whether the source is to be 
trusted.  
5. Audience- it’s time to select an information that fits your needs. Who was the information 
written for? Is it for experts, students, or the general public?  
6. Writing style – source should also be taken into consideration in selecting information. If it
has  numerous grammatical errors, chances are it has not undergone editing ang=d might contain 
subjective analysis of data.  

DESIGN PRINCIPLE AND ELEMENTS 

Good design, much like anything, starts with understanding the basics. Applying the following
design principles will help you avoid design disasters and allow you to communicate your key
theme. You’ll find that it’s rare to see only one principle being used at a time as they all work in
conjunction with each other. 
1. Emphasis 
2. Appropriateness  
3. Proximity 
4. Alignment 
5. Organization 
6. Repetition 
7. Contrast 
NOTE: See the definitions of each Design principles and elements in MIL workbook on
page 25

LESSON 10. VISUAL INFORMATION AND

MEDIA 
Learning Objectives 
At the end of the lesson/s the learner will be able to: 
1. describe the format, types and sources of visual and information
source; 2. appreciate elements of visual media; and 
3. design a visual information media. 
Visual Media are symbols, pictures, icons, signs and others that communicate with one’s sense
of  sight. 
Visual Information are the information that a person gets from visual media. Seeing, watching, 
reading, and even glimpsing are all examples of acquiring visual information. 
Format and Types 
1. Ideogram – these are graphical symbols that represent ideas. Examples of such are sings,
logos,  and symbols.  
2. Statistical Visualization - this refers to the study and creation of data using visual 
representation. Charts and graphs are examples of statistical visualization.  
3. Picture – Photography, painting, drawing, and the like all fall under pictures. It is used widely 
by people to express their ideals, opinions, and sentimental.  
4. Graphic Design - this refers to the art of combining text and pictures to communicate 
information. Infographics, posters, and graphic advertisements are considered as graphic
designs.  
5. Video – if graphic design is the combination of text and pictures, video is the combination of 
motion and picture; or motion, picture, and audio. 
6. 3-D Image – a three-dimensional visual medium can be a sculpture, an architecture, a real-life 
object, or a person. Information conveyed through a sign language is considered a visual 
information.  
The Power of Visual Information and Media 
1. The Power to Persuade 
2. The Power to Affect 
3. The Power to Make and Break  
Sources 
Visual resources include photographs, film, video, paintings, drawings, cartoons, prints, designs 
and three-dimensional art such as sculpture and architecture and can be categorized as fine art
or  documentary record.  
Advantages
1. It catches the attention of the audience because of its artistic presentation 2. It teaches the
audience to be more analytical in order to visually process the message. 3. It allows the artist
to present the information and express the message in a creative manner.  

Limitations 
1. It can be distracting. The audience might lose sight of the message in the process of
deciphering  or interpreting the visual presentation.  
2. Its meaning could be interpreted differently because of its artistic presentation. 
3. It takes time and effort to produce visual information, which can be costly,
too.  

Selection Criteria: Visual Information and Media 

Similar to the selection criteria for text information, one must keep in mind the relevance, 
triangulation, point of view, medium used and audience before using a visual information and 
medium.  
DESIGN PRINCIPLE AND ELEMENTS 
Visual Design Elements  Visual Design Principles

1. Line  1. Center of Interest

2. Shape  2. Balance

3. Value  3. Harmony

4. Texture  4. Contrast

5. Color  5. Directional Movement

6. Form  6. Rhythm

7. Perspective 

NOTE: See the definitions of each Design principles and elements in MIL workbook on page 25