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Media and Information

Literacy
Quarter 1 - Module 2 (Week 3)
Media Department
Department of Education ● Republic of the Philippines
 Table of Contents
What This Module is About..........................................................................................................I
What I Need to Know..................................................................................................................II
How to Learn from this Module..................................................................................................III
Icons of this Module..................................................................................................................IV
What I Know..............................................................................................................................IV

Lesson 1:
The Evolution of Traditional Media to New Media....................1
What’s In............................................................................................................1
What’s New........................................................................................................2
What Is It............................................................................................................2
What Is It............................................................................................................7
What’s More.......................................................................................................9
What I Have Learned.....................................................................................................11
What I Can Do................................................................................................................11

Lesson 2:
Types of Media..........................................................................12
What’s In................................................................................................... 12
What’s New.............................................................................................. 13
What Is It.................................................................................................. 14
What’s More............................................................................................. 19
What I Have Learned................................................................................ 20
What I Can Do.......................................................................................... 21

Lesson 2:
Media and Information Sources...............................................22
What’s In................................................................................................... 23
What’s New.............................................................................................. 23
What Is It.................................................................................................. 24
What’s More............................................................................................. 27
What I Have Learned................................................................................ 28
What I Can Do.......................................................................................... 28
Summary
What This Module is About
Welcome to the 21st Century Society!
We live in a world where the quality of information we receive largely determines our
choices and ensuing actions, including our capacity to enjoy fundamental freedoms and the
ability for self-determination and development. Driven by technological improvements in
telecommunications, there is also a proliferation of media and other information providers
through which vast amounts of information and knowledge are accessed and shared by
citizens (Karklins, J., UNESCO).
This Module is a second part for the subject in Media and Information Literacy, which
will pave the way towards more meaningful discussions and interactions. This aimed in
introducing the concept of Media and Information Literacy to Senior High School learners, as
solid ground for college readiness. Basic concepts and terminologies will be presented as
we go along the module.
This module contains varied activities that can help you as a Senior High School
student to not just be an information literate individual, but a creative and critical thinker as
well as responsible user and competent producer of media and information.
Together, let us scan the next few pages of this module in order for us to be fully
equipped and to be media and information literate individual. But before that, let me first
present to you our learning goals for this module.

The following are the lessons contained in this module:

1. The Evolution of Traditional to New Media
2. Types of Media
3. Media and Information Sources

I
 What I Need to Know

At the end of this module, you should be able to:

1. Identify the device used by people communicate with each other, store information
and broadcast Information across the different ages. (Identifies traditional media and
new media and their relationships MIL11/12EMIL-IIIb-5);
2. Differentiate between traditional media and new media. (Editorializes the roles and
functions of media in democratic society MIL11/12EMIL-IIIb-6);
3. Discuss the Normative Theories of the Press. (Editorializes the roles and functions of
media in democratic society MIL11/12EMIL-IIIb-6);
4. Identify the functions of communication and media. (Searches latest theory on
information and media MIL11/12EMIL-IIIb-7);
5. Identify the different types of media. (Classifies contents of different media types
MIL11/12TYM-IIId-10);
6. Classify contents of different media types. (Classifies contents of different media
types MIL11/12TYM-IIId-10);
7. Analyze and evaluate the effects of new media to the youth. (Classifies contents of
different media types MIL11/12TYM-IIId-10);
8. Explain the need to be aware and understand propaganda materials (Classifies
contents of different media types MIL11/12TYM-IIId-10);
9. Define media convergence through current example MIL11/12TYM-IIId-11) ;
10. discuss the advantages and disadvantages of the different sources information
(Discusses to class on how a particular individual/ or society is portrayed in public
using different type of media MIL11/12TYM-IIId-12);
11. identify and explain basic criteria for evaluating information(Compares potential
sources of media and information MIL11/12MIS-IIIe-13);
12. Interviews an elder from the community regarding indigenous media and information
resource MIL11/12MIS-IIIe-14;
13. discuss the importance of being able to evaluate information from the internet (Evaluates
everyday media and information with regard to with codes, convention, and messages; in
regards with audience, producers, and other stakeholders MIL11/12MILA-IIIf-15;
14. Produces and assesses the codes, convention, and messages of a group
presentation MILI11/12MILA-IIIf-16.
How to Learn from this Module
To achieve the objectives cited above, you are to do the following:
• Take your time reading the lessons carefully.
• Follow the directions and/or instructions in the activities and exercises diligently.
• Answer all the given tests and exercises.

Icons of this Module

What I Need to This part contains learning objectives that

Know are set for you to learn as you go along the
module.

What I know This is an assessment as to your level of

knowledge to the subject matter at hand,
meant specifically to gauge prior relatedt
knowledge
What’s In This part connects previous lesson with that
of the current one.

What’s New An introduction of the new lesson through

various activities, before it will be presented
to you

What is It These are discussions of the activities as a

way to deepen your discovery and under-
standing of the concept.

What’s More These are follow-up activities that are in-

tended for you to practice further in order to
master the competencies.

What I Have Activities designed to process what you

Learned have learned from the lesson

What I can do These are tasks that are designed to show-

case your skills and knowledge gained, and
applied into real-life concerns and situations.

III
 What I Know

Multiple Choice. Select the letter of the best answer from among the given choices.
1. What year were Facebook online social networking services is being introduce to the
internet world?
A. 2000 B. 1995
C. 2004 D. 2020
2. In the evolution of Electronic Age, what year is being started and introduce?
A. 1930–1980 B. 2001- 2005
C. 1995-2000 D. All of the above
3. Before 1700s or during the Prehistoric age, what was there way of communication as
they’re painting in the wall as they will represent dancing and hunting people?
A. Cave painting B. Email
C. Mobile phone D. All of the above
4. In the aspect of media and government under the normative theories of the press, what
theory that describe that all forms of communications are under the control of the
governing elite.
A. Social responsibility B. Authoritarian
C. Libertarian D. All of the above
5. What type of media is Philippine Daily Inquirer newspaper?
A. Print media B. Broadcast media
C. Film D. New media
6. GMA 24 Oras aired on channel 7?
A. Broadcast media B. Print media
C. New media D. All of the above
7. A place in which literary, musical, artistic, or reference materials can be found that are
kept for use.
A. Internet B. Library
C. Indigenous knowledge D. None of the above
8. Types of information, provide very current information about event, people, or places
as the time they are published.
A. Newspaper B. Magazines
C. Books D. All of the above
9. An electronic communications network that connect computer networks and
organizational computer facilities around the world.
A. Book B. Magazines
C. Internet D. None of the above
10. Ways to consider in evaluating information EXCEPT.
A. Accuracy B. Fairness
C. Relevance D. Copying

IV
 Lesson The Evolution of Traditional
1 Media to New Media

What’s In

In reference to the previous module, consider the figure below. Answer the following
questions based on your own understanding.
Activity 1: Venn Diagram

Guide Questions:
1. What is Media Literacy?

2. What is Information Literacy?

3. What is Technology (Digital) Literacy?

4. What are the similarities and differences of media literacy, information literacy, and
technology literacy?

1
 What’s New

Activity 2: Throwback
What famous world event happened on April 14, 1912?

Source: Source:
https://sputniknews.com/asia/201709221057600450- https://www.livescience.com/19635-titanic-disaster-
titanic-documentary-unearth-chinese-survivors/ happen.html

Process Questions:
1. If the Titanic sank in the Atlantic Ocean, how did the news reach the people in
England and New York at that time?

2. If the Titanic sank today, in what format will people receive or read the news?

What Is It

Traditional media, or as some check with as previous media, has been employed in
the marketing/advertising world for years. Once associated with advertising, ancient media
encompasses that of TV, newspaper, radio and magazine ads. These sorts of
communication area unit the steadfast ways in which businesses have reached each
customers and alternative firms for many years.
New media is that the way forward for advertising. Additional and additional customers
and businesses accept new media to seek out their info. Ultimately, new media refers to content
that’s simply accessible via many various sorts of digital media. Once associated with
advertising, some samples of new media embody on-line advertising (retargeting, banner ads,
etc.), on-line streaming (radio and television) and social media advertising.
PREHISTORIC AGE (Before 1700s)
People discovered fire, developed paper from plants and cast instrumentality or
weapon through stone, bronze, copper and iron.

In Bulgaria, the
Magura cave is among the
most important caves within
the north-western portion of
the country. Its cave walls
square measure adorned by
prehistoric cave paintings
that go back around 8000 to
4000 years past. Over 700
drawings were discovered
on its cave walls.

Cave Painting (35,000 BC)

Image: https://search.creativecommons.org/photos/0dc65822-b5d5-4bd4-be92-b074f03db2cd

Early Writing Tablet

recording the allocation of
beer, 3100-3000 B.C.E,
Late Prehistoric period, clay,
probably from southern Iraq. ©
Trustees of the British Museum.
The symbol for beer, an upright
jar with pointed base, appears
three times on the tablet. Beer
was the most popular drink in
Mesopotamia and was issued
as rations to workers.

Clay tablets in Mesopotamia (2400 BC)

Image: https://www.khanacademy.org/humanities/ancient-art-civilizations/ancient-
near- east1/the-ancient-near-east-an-introduction/a/cuneiform

This is a technique for

printing text, images or patterns
used widely throughout East
Asia and originating in China in
antiquity as a method of printing
on textiles and later paper. As a
method of printing on cloth, the
earliest surviving examples from
China date to before 220 AD.

Printing press using wood blocks (220 AD)

Image:

3
 INDUSTRIAL AGE (1700s-1930s)
People used the power of steam, developed machine tools, established iron production
and manufacturing of various products (including books through the printing press).

A printing press is
a device for applying
pressure to an inked
surface resting upon a print
medium (such as paper or
cloth), thereby transferring
the ink. Typically used for
texts, the invention and
spread of the printing press
was one of the most
influential events in the
second millennium.

Printing press for mass production (19th century)

The telegraph key

used to send the famous
message “What Hath God
Wroght” over the prototype
telegraph line between
Baltimore and Washington
D.C. in 1844 (Smithsonian
American Art Museum)

Telegraph (1844)

A typewriter
is a mechanical or
electromechanical machine
for writing characters similar
to those produced by printer’s movable type. A typewriter operates by means of keys that strike a ribbon to transmit ink or carbon impr
printed on each key press.

Typewriter (1800)
4
ELECTRONIC AGE (1930 - 1980)
People harnessed the power of electricity that led to electrical telegraphy, electrical
circuits and the early large scale computers (through vacuum tubes, transistors and
integrated circuits). In this age, long distance communication became possible.
By early 1954, Texas
Instruments (TI) had perfected
production to the point that
transistors became cheap
enough for use in consumer
items. TI decided that a
portable, handheld radio
offered the most mainstream
application of the new
technology and approached
several large corporations
about producing the radio.
Transistor Radio (1954)

The television began its

popularity in the 1940s. It was a
novel item that everyone wanted to
have. People were amazed that
they could go from simply hearing
voices on the radio to seeing their
faces as they spoke. The television
opened the doors for a variety of
new experiences for all Americans.
This technology seemed like a
large leap for society at the time as
it began to shape daily routines.
Television (1941)

April 11, 1976 – Apple

releases its first Computer the
Apple 1. Designed and hand-built
by Steve Wozniak, the
computers are sold wholesale by
“Steven” Jobs. To finance their
manufacturing, Wozniak sells his
HP-65 calculator for $500, while
Jobs sells his VW van. Years
later, in 2014, a working Apple-1
will sell at auction for $905,000.
Apple 1 Computer (1976)
New (Information) Age (1970-Present)
People advanced the use of microelectronics in the invention of personal computers, mobile
devices and wearable technology. In this age, the Internet paved the way for faster communication
and the creation of the social network. Moreover, voice, image, sound and data are digitalized.

The computer considered

by most historians to be the first
truly portable computer was the
Osborne 1. Thai born book and
software publisher Adam
Osborne (1939–2003) was the
founder of Osborne Computer
Corp, which produced the
Osborne 1 in 1981.

The Computer
Image: Ben, Kolde, https://unsplash.com/photos/t9DooibgMEk

Facebook, American
company offering online social
networking services. Facebook
was founded in 2004 by Mark
Zuckerberg, Eduardo Saverin,
Dustin Moskovitz, and Chris
Hughes, all of whom were
students at Harvard University.
Facebook became the largest
social network in the world, with
more than one billion users as of
2012, and about half that number
were using Facebook every day.
The company’s headquarters are
in Menlo Park, California.

Social Media
Image: Austin, Distel, https://unsplash.com/photos/tLZhFRLj6nY

A smartphone is a cellular telephone with

an integrated computer and other features not
originally associated with telephones such as an
operating system, web browsing, and the ability
to run software applications. Smartphones can
be used by individuals in both a consumer and a
business context, and are now almost integral to
everyday modern life.

Smart Phones
Image:Oleg Magni, https://unsplash.com/photos/E7FYfLSy9KM
6
 What Is It

The Difference Between Traditional Media and New Media

Let us try to compare this traditional media and new media, in the view of how this Media
being part in our daily lives today. As we continually interacting, listening and exchanging ideas to
each and every one. The New media is much appreciated and completely being use in different form
of communications. It allows its users to give their opinions instantly. Take a look at the illustration
below for you to come up with the total distinction or similarity.

Media and Government

The Philippine Constitution state, in Section 4 Article III “No law shall be passed abridging the
freedom of speech, of expression, or the press, or the right of the people peaceably to assemble and
petition the government for redress of grievances.” This should be a core foundation between media
and government. Looking at the real situation right now media is being use by the dirty politician for
their personal interest and intentions.
I would like to introduce this normative theories of the press to take your time in reading and
reflect on it. This would somehow will give you an idea of how media and government working in old
times. Normative theories were first proposed by Fred Siebert, Theodore Peterson and Wilbur
Schramm in their book called “Four Theories of the Press”. At first the word “Normative Theory” was
pronounced in USA during the height of ‘cold war’ with communism and soviet. Often it called as
western theories of mass media.
Authoritarian Theory
Authoritarian theory describe that all
forms of communications are under the control
Stalinist Theory
of the governing elite or authorities or influential
bureaucrats. The method of rule, or policies, of
Authoritarians are necessary to control Joseph Stalin, Soviet Communist Party and
the media to protect and prevent the people state leader from 1929 until his death in 1953.
from the national threats through any form Stalinism is associated with a regime of terror
communication (information or news). The and totalitarian rule.
press is an instrument to enhance the ruler’s
power in the country rather than any threats.
Georg Wilhelm Friedrich Hegel
German philosopher who developed a
SOVIET MEDIA THEORY dialectical scheme that emphasized the
The Soviet Union was restructured with progress of history and of ideas from thesis to
new political system based on the Marxist- antithesis and thence to a synthesis.
Leninist principles. The newly formed
communist party by Lenin shows much interest
in the media which serves to the working class Libertarian Theory
in the country and their welfares. So the Soviet Sees people are more enough to find
originates a theory from Marxist, Leninist and and judge good ideas from bad. The theory
Stalinist thoughts, with mixture of Georg says people are rational and their rational
Wilhelm Friedrich Hegel ideology is called thoughts lead them to find out what are good
“Soviet Media Theory” is also known as “The and bad. The press should not restrict anything
Communist Media Theory”. The same theory even a negative content may give knowledge
was developed and followed by Adolf Hitler’s and can make better decision whilst worst
Nazi in Germany and Benito Mussolini in Italy. situation. The libertarian thoughts are exactly
against or opposite to the authoritarian theory
which means the authoritarian theory says “all
Marxist Theory
forms of communication works under the
The basis upon which our analysis, control of government or elite like king”.
perspectives, programme, and participation in
the movement are based. It is our “guide to
action” and is why the International Marxist Social Responsibility Theory
Tendency places so much emphasis on Allows free press without any
political education. censorship but at the same time the content of
the press should be discussed in public panel
and media should accept any obligation from
Marxist Theory and Leninist Theory public interference or professional self-
The crimes we shall expose are to be regulations or both. The theory lies between
judged not by the standards of Communist both authoritarian theory and libertarian theory
regimes, but by the unwritten code of the because it gives total media freedom in one
natural laws of humanity. hand but the external controls in other hand.
(Source:Stéphane Courtois [The Black Book
of Communism, Crimes, Terror, Repression, 8
with Nicolas Werth, Jean-Jouis Panné,
Andrzej Paczkowski, Karel Bartoshek, and
Jean-Louis Margolin, translated by Jonathan
Murphy and Mark Kramer, Harvard University
Press, 1999, p.3])
 Funtion of Communication and Media
(According to McNair communication and media function)

Monitoring Functions
Inform citizens of what is happening around them.
Example: In times of natural disasters, war, health scares, etc. Broadcast media
(TV Patrol, 24Oras and etc.)

Information Function
Educate the audience as to the meaning and significance of the “facts”; ability of
the media to teach the various norms, rules and values.
Example: Watching educative or documentary shows/programs like
matanglawin, Ancient X files, Super Book, Mathtinik and etc. (Broadcast Media).

Opinion Function
Provide a platform for public political discourse, facilitating the formation of
provide a platform for public political discourse, facilitating the formation of “public
opinion” and feeding that opinion back to the public from whence it came.
Example: Political forums like debates, hearings and speeches.

Watch Dog Role of Journalism

Give publicity to governmental and political institutions.
Example: Pork Barrel scandal (Bantay kaban, GMA special report). Bayan
mo ipatrol mo (ABS-CBN election coverage)

Channel for advocacy for political viewpoints

Serve as the channel for the advocacy of political
viewpoints Example: SONA media coverage

What’s More

Activity 3: The Evolution of Traditional to New Media

Provide answers and fill in the table on the Evolution of Traditional to New Media.
Ages What devices did What devices did What devices did
people use to people use to store people use to
communicate with information? share or broadcast
each other? information?
Prehistoric Age

Industrial Age

Electronic Age

New (Digital) Age

Adapted from teaching guide by CHED to DepEd, pp.22. (Teaching Guide for SHS)

9
Activity 4: Picture Analysis

Guide Questions:
1. What is the picture all about?

2. Why do you think these people

participated in this event?

3. If given the chance, will you join this

rally? Why or why not?

Image source: VladTchompalov,

https://unsplash.com/ photos/cpAKc-G6lPg
Picture Analysis Rubric

Category 4 3 2 1
Observations Student makes Student makes Student makes Student
a complete a detailed a detailed descriptions
and detailed description of description of are not detailed
description of most of the some of the or complete.
the subject subject matter subject matter
matter and/or and/or elements and/or elements
elements seen seen the photo. seen the photo.
the photo.
Understanding Analysis of Analysis of Analysis of Analysis of
the piece the piece the piece the piece
demonstrated demonstrated demonstrated demonstrated
Thorough considerable some little
understanding understanding understanding understanding
of principles, of principles, of principles, of principles,
concepts and concepts and concepts and concepts and
relationships. relationships. relationships. relationships.

Thinking/ Analysis and Analysis and Analysis and Analysis and

Inquiry Interpretation Interpretation of Interpretation
Interpretation
of images is images is sound. of images is of images is
strong. satisfactory. weak.
Application Ability to make Ability to make Ability to make Ability to make
and express and express and express and express
judgements, judgements, judgements, judgements,
conclusions and conclusions and conclusions conclusions
predictions was predictions was and predictions and predictions
insightful and considerably was moderately was limited.
effective. effective. effective.

10
 ` What I Have Learned

Activity 5: Function of Media and Government

Provide answers and fill in the table about the Function of Media and Government.
Normative Media Control Functions of Media
theories of the
press
Authoritarian

Soviet Media

Libertarian

Social
Responsibility

What I Can Do

Instructions:
1. Draw on a short bond paper a political cartoon depicting your opinion about how Philippine
media performs its roles and functions in the Philippines which is a democratic country.
2. Explain the message of your political cartoon in not less than 3 sentences.

Unacceptable
Category Excellent (4) Acceptable (3) Minimal (2) (1)
Key issue is
Key issue and identifiable; Key issue and
cartoonist’s Key issue and cartoonist’s cartoonist’s
position are clearly cartoonist’s position position may be position are
Message identifiable. are identifiable. unclear. unclear.
Carton is neat and Carton is
clean; color and Carton is neat and somewhat neat
creative graphics clean; color and and clean; color Carton is messy;
are used creative graphics and creative color and graphics
Visual Exceptionally are used; graphics are are lacking;
presentation well; captions are Captions are used; captions are captions omitted
and Creativity readable. readable. readable. unreadable.
Cartoon clearly
conveys an
understanding Cartoon conveys Cartoon conveys Cartoon conveys
of the issue; understanding a limited little or no
excellent use of the issue; understanding of understanding of
of appropriate uses appropriate the issue; attempts the issue; does not
symbolism; title is symbolism; title is to use symbolism; use symbolism;
clear, clever, and clear and relevant to title is unclear or title
Content relevant to topic. topic. irrelevant to topic. is missing.
Source:https://assets.pearsonschool.com/asset_mgr/current/201129/govt_rubric_political_cartoon.pdf
Summary

Lesson 1: Evolution of Traditional Media to New Media

PREHISTORIC AGE INDUSTRIAL AGE ELECTRONIC AGE NEW AGE

(Before 1700s) (1700s-1930s) (1930 - 1980) (present)

Traditional Media New Media

• Media experience is limited. • Media experience is more
• One – directional. interactive.
• Sense receptors used are very • Audiences are more involved
• Specific (i.e. print media – sense and can send feedback
of sight , radio- sense of hearing, simultaneously.
TV and Film- sight and hearing. • Integrates all the aspects of old
media.

Media and Government

Normative Theories of the Press
Authoritarian Soviet Media
All forms of communications are under Theory says the state have absolute
the control of the governing elite or power to control any media for the
authorities or influential bureaucrats. benefits of people.
Libetarian Social Responsibility
Liberalism means information is Allows free press without any
knowledge and knowledge is power. censorship but at the same time
Libertarianism is free from any the content of the press should be
authority or any control or censorship. discussed in public panel and media
The libertarianism is an idea of should accept any obligation from
individualism and limited government public interference or professional self-
which is not harmful to another. regulations or both.

Functions of Communication and Media

• Channel for advocation
• Opinion
• Monitoring: Information and watchdog of journalism