Media and Information Literacy
Media and Information Literacy
Media and Information Literacy
Name:___________________________________________
Grade 12 HUMSS 1
What I Know
Multiple Choice. Select the letter of the best answer from among the given choices.
1. Media is a collective term for all communication medium such as books, newspapers,
radio, television, film and the Internet.
A. True B. False
C. Maybe D. Neither True or False
2. A media and information literate individual knows how to examine and take apart the
media message so that its parts are exposed to him.
A. True B. False
C. Maybe D. Neither True or False
3. It pertains to the codes, conventions, formats, symbols and narrative structures that
indicate the meaning of media messages to an audience.
A. Languages B. Media Types
C. Media Languages D. Media Sources
4. These are systems of signs which when put together create meaning.
A. Languages B. Codes
C. Media Languages D. Conventions
What’s In
In our previous lesson, we have been accustomed to the types of media - the Print
Media, Broadcast Media, and the New Media. Additionally, we have also mastered the sources
of media. Popular sources are the libraries, the internet and indigenous sources.
What Is It
The previous exercise was to prepare you about how media messages are “constructed”.
Just as books use letters to make words, words to make sentences, sentences to
make paragraphs and paragraphs to tell us a story, we can say that all media messages
are constructed. The capacities of the human mind aided by today’s technology enable the
process called construction of media and information messages.
When we say that all media messages are constructed, we mean that all media
messages have been assembled by someone. That “someone” could be a single person, or it
could be a large organization. The messages and values contained in this particular piece of
media come from the people who created it.
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Image credit: https://pixabay.com/photos/shooting-videographer-model-3621806/
In photographs, the photographer’s own vision of what he/she wants to show within the
frame demonstrates her own values and beliefs. A newspaper writer’s articles may be based
on his own beliefs, or maybe based on the beliefs and ideas of his publishers, or perhaps even
the beliefs of the companies who advertise in that particular newspaper.
Since all media messages are constructed using the ideas and values of the creator,
media messages from different creators will have different ideas planted in them. Those ideas
come from the creators’ own experiences, and since everyone’s experiences are different, we
can expect that each media message should be different as well.
Accordingly, while you may experience a certain media message in one way, there are
others who will certainly come across it in a completely different way. For example, while you
may find a certain media message entertaining, there may be others who find it offensive.
The process of construction requires the use of deliberate choice on what and what
not to include, what to put on spotlight, and what should serve as a backdrop.
Now that it is clear that all media messages are constructed, the first step to fully
appreciating the “constructedness” of media and information messages is to deconstruct.
It means closely examining and taking apart the media message so that its parts are exposed
to you.
Deconstructing a media message can help us understand who created the message,
and who is intended to receive it. It can reveal how the producer put together the message
using words, images, sounds, design, and other elements. It can expose the point of view of
media makers, their values, and their biases. It can also uncover hidden meanings– intended
or unintended.
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Key Concepts for Deconstructing Media
(adapted from www.nmmlp.org © 2008 New Mexico Media Literacy Project)
Source. All media messages are created. Subtext. The “subtext” is an individual
The creator or the source of media could interpretation of a media message. It is
be the writer, photographer or blogger. In the sometimes called the “hidden text.” The
case of a movie or film, the scriptwriter, subtext is not actually heard or seen; it is the
director, producer, and movie studio all play meaning we create from the text in our own
a role in creating the message. The question minds. Each person creates their own
to ask is: Whose message is this? Who has subtext or interpretation based on their
control over the content? previous experiences, knowledge, opinions,
attitudes, and values. Thus, two people
interpreting the same text can produce two
Audience. Media messages are intended very different subtexts.
to reach audiences. Some are designed to
reach millions of people like the primetime
shows on the television. Others are may be Persuasion Techniques. Media messages
intended only for one person like an email use a number of techniques to try to
or a letter. persuade us to believe or do something.
If we can spot the techniques being used,
we’re less likely to be persuaded, and more
Text. We often use the word “text” to mean likely to think for ourselves.
“written words.” But in media literacy, “text”
has a very different meaning. The text of any
piece of media is what you actually see Point of view. No one tells the whole
and/or hear. It can include written or spoken story. Everyone tells part of the story from
words, pictures, graphics, moving images, their point of view. Deconstructing a media
sounds, and the arrangement or sequence message can expose the values and biases
of all of these elements. of the media creator, and uncover powerful
messages in the process.
What’s More
One basic principle in Media Literacy is that all media messages are .
The first step in fully appreciating the constructedness of media and information messages
is to . It means closely examining and taking apart the media message so that
its parts are exposed to you.
What I Can Do
Activity 3: ?
Identify the signs and symbols in your community that are used for a variety of purposes
to convey information (e.g. for directions, locations of attractions, etc.).
Describe the verbal and visual ‘languages’ used in these signs and symbols so they
are commonly understood by people in your community. Consider the use of font, stylized
images, design, etc.
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Lesson
Media Codes, Conventions
2 and Messages
What’s In
In our previous lesson, we learned the first principle of Media Literacy which stresses
that all media messages are constructed. Additionally, the first step in fully appreciating the
“constructedness” of media and information messages is to deconstruct. It means closely
examining and taking apart the media message so that its parts are exposed.
What’s New
Example:
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What Is It
The exercise given above is designed to prime you to the idea that media codes and
conventions are like the building blocks of all the media around us.
Codes are systems of signs which when put together create meaning. There are three
types of media codes: symbolic codes, technical codes and written codes. Conventions
are the rules, habits or generally accepted ways of doing things. Now we will look at these in
detail by examining the table below.
Symbolic codes include the language, Setting is the time and place of the narrative.
dress or actions of characters, or iconic A setting can be as big as the galaxy or
symbols that are easily understood. space, or as small as a specific room.
For example, a red rose may be used Setting can even be a created atmosphere
symbolically to convey romance, or a or frame of mind.
clenched fist may be used to communicate
anger. Symbolic codes in media include
setting, mise en scene, acting and color.
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Mise en scene means ‘everything within Color has highly cultural and strong
the frame’. In media terms it has become to connotations. When studying the use of
mean the description of all the objects within color in a media product the different
a frame of the media product and how they aspects to be looked at are: Dominant color,
have been arranged. An analysis of mise Contrasting foils, and Color symbolism.
en scene includes: Set Design, Costume,
Props, and Staging and Composition
Technical codes include sound, camera angles, types of shots and lighting. They may
include, for example, ominous music to communicate danger in a feature film, or high-angle
camera shots to create a feeling of power in a photograph. Technical codes in media may
include Camerawork, Editing, Audio and Lighting.
Written codes are the formal written language used in a media product. Written codes
include printed language which is the text you can see within the frame and how it is being
presented, and also spoken language, which includes dialogue and song lyrics.
Conventions are accepted ways of using media codes. Conventions are closely
connected to the audience expectations of a media product. Different types of conventions
include form conventions, story conventions and genre conventions.
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Story conventions are common narrative Genre conventions point to the common
structures and understandings that are use of images, characters, settings or
common in story telling media products. themes in a particular type of medium.
Examples of story conventions include: Genre conventions are closely linked with
Narrative structures, Cause and effect, audience expectations. Genre conventions
Character construction, and Point of View. can be formal or thematic.
What’s More
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What I Have Learned
This lesson emphasizes that media codes and conventions are like the building blocks
of all the media around us. are systems of signs which when put together create
meaning. There are three types of media codes: symbolic codes, technical codes and
written codes. , on the other hand, are the rules, habits or generally
accepted ways of doing things.
What I Can Do
Activity 6: ?
Draw a postcard for a place or organization of your choice using any material that is
available to you. What key technical and symbolic codes would you use to convey important
information and create the desired impression?
Postcard Rubric
Criteria 4 3 2 1
Attractiveness The use of codes The use of The use of The use of codes
and symbols codes and codes and and symbols
to present the symbols to symbols to to present the
message are present the present the message are
exceptionally message are message are poorly selected.
attractive. satisfactorily acceptability
attractive. attractive.
Creativity Original and Original and a Original but not Not original nor
imaginative. little imaginative. imaginative. imaginative.
Imaginative but Imaginative but
a little original. not original.
Validity of Language Language are Poor selection Language do
Information used makes adequately of language not tie in with
the message used to present to present the the message.
come alive. the message. message. The The information
The information The information information presented are
presented are presented are presented are not accurate and
accurate and adequately poorly accurate valid.
valid. accurate and and valid.
valid.
Meaningfulness The presentation The The The presentation
is cohesive and presentation presentation lacks meaning;
comprehensive has deep lacks meaning no supporting
with supporting meaning but with no details; with
details. little supporting supporting unfinished parts
details. details.
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Lesson
Audience, Producers and
3 Other Stakeholders of Media
What’s In
In our previous lesson, we learned the first principle of Media Literacy which stresses
that all media messages are constructed. Additionally, the first step in fully appreciating the
“constructedness” of media and information messages is to deconstruct. It means closely
examining and taking apart the media message so that its parts are exposed.
What’s New
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What Is It
In this lesson, we will connect the idea of media languages to the idea of audiences,
producers and other stakeholders.
The audience of the message The producers of the message
The audience refers to the group The producers are the people
of consumers for whom a media message engaged in the process of creating and
was constructed as well as anyone else who putting together media content to make a
is exposed to the message. There are two finished media product.
general types of media audience:
1. Mass Audience – are the
Other stakeholders in the process
mainstream consumers
Other stakeholders are the libraries,
2. Niche Audience – a small group of
archives, museums, internet and other
influential audience with a unique
relevant information providers.
taste
What’s More
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What I Have Learned
This lesson connects the idea of media languages to the notion of audiences, producers
and other stakeholders. The , being, the consumers of the media message while
the are the creators of such media message. On the other hand, other
stakeholders can be the libraries, archives, museums, internet and other relevant information
providers.
What I Can Do
Activity 9
Using still or video pictures, create a collage of images you would use to sell your school
to a particular audience. Consider the use of appropriate icons, symbols, visual and verbal
language, music, colors, camera shots and angles, etc. to engage and speak to this audience.
Audiences for this collage could be potential students who might enroll in the school, parents of
these students, school trustees, a politician, etc.
Criteria 4 3 2 1
Attractiveness The use of codes The use of The use of The use of codes
and symbols codes and codes and and symbols
to present the symbols to symbols to to present the
message are present the present the message are
exceptionally message are message are poorly selected.
attractive. satisfactorily acceptability
attractive. attractive.
Creativity Original and Original and a Original but not Not original nor
imaginative. little imaginative. imaginative. imaginative.
Imaginative but Imaginative but
a little original. not original.
Validity of Language Language are Poor selection Language do
Information used makes adequately of language not tie in with
the message used to present to present the the message.
come alive. the message. message. The The information
The information The information information presented are
presented are presented are presented are not accurate and
accurate and adequately poorly accurate valid.
valid. accurate and and valid.
valid.
Meaningfulness The presentation The The The presentation
is cohesive and presentation presentation lacks meaning;
comprehensive has deep lacks meaning no supporting
with supporting meaning but with no details; with
details. little supporting supporting unfinished parts
details. details.
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Summary
This module stresses that all media messages are constructed. Hence, the first step to
fully appreciating the constructedness of media and information messages is to deconstruct.
It means closely examining and taking apart the media message so that its parts are exposed
to you.
Glosarry
Constructedness. The status of a text (in any medium) as something created, authored,
composed, framed, mediated, and/or edited
Representation. The ways in which media represents reality through the decisions and
perspectives of its creators
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Assessment: (Post-Test)
Multiple Choice. Select the letter of the best answer from among the given choices.
1. Media is a collective term for all communication medium such as books, newspapers,
radio, television, film and the Internet.
A. True B. False
C. Maybe D. Neither True or False
2. A media and information literate individual knows how to examine and take apart the
media message so that its parts are exposed to him.
A. True B. False
C. Maybe D. Neither True or False
3. It pertains to the codes, conventions, formats, symbols and narrative structures that
indicate the meaning of media messages to an audience.
A. Languages B. Media Types
C. Media Languages D. Media Sources
4. These are systems of signs which when put together create meaning.
A. Languages B. Codes
C. Media Languages D. Conventions
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