Defifinition of terms

Communication - is from the Latin term

“Communicare” which means to share or to
divide out and also from another Latin word
“communis” which means working together.
Media - modes or platforms of
communication
Literacy - competence or knowledge in a
specified area

Media Literacy
Media literacy is the ability to read, analyze, evaluate and produce
communication in a variety of media forms e.g. television, print, radio,
computers etc.

Information Literacy
Information Literacy refers to the ability to recognize when
information is needed and to locate, evaluate, effectively use, and
communicate information in its various formats.

Technology Literacy
Technology literacy is the ability to use digital technology,
communication tools or networks to locate, evaluate, use and create
information.
The characteristics of responsible
users and competent producers of media and
information
1. Must be curious
1. the desire to learn or know about
anything; inquisitiveness.
2. a curious, rare, or novel thing.
3. a strange, curious, or interesting
Quality
2. Has general knowledge
Has knowledge of the ‘common
knowledge’ and is able to provide analysis
and explanation on various things
3. Has ability to write
Has the ability to input thoughts through
sharing it through writing or any form of
speech
4. Professional
A responsible user should not post
anything that contain false news or issue.
He /She should verify the source of news
he / she post or share. No one should
post anything if it is not really necessary.
Everyone should be kind and not bashing
or fighting with others online.
5. Objective
Do not use media to harm other people
like bashing them. There shall be no bias
in judgment
The McLuhan Mantra
Says “The medium is the message”
He explained that the society adapts to
advances in technology, thus, changing
cultural, political, and even historical
aspects of that society.

Hot and cold media

● They are hot because, metaphorically speaking,
they cannot be “touched” and thus the
experience is relatively passive and static. Cool
media are those with high-level user
interactivity, where the experience is more
dynamic and the audience is more involved.
The four main periods in the history of
communication:
Tribal age- where hearing was the predominant and the most
valuable sense of reception.

Literacy age- where the sense of sight was dominant. If the tribal age
was highly acoustic, the literate age was highly visual. This is
because of the invention of the alphabet, allowing humans to learn
to read.
Print age- which meant mass-producing writer text. Having
more copies of these texts gave humans the liberty to read
them at their own pace and to share them to others.

Electronic age – this period the telegraph was invented

which paved the way to invention of more recent
technologies such as the telephone, television, mobile
phone and the internet.

Information age – also known as the digital age or new media age, this is
a time in human history where everything relied heavily in the use of
computers to run major industries.

Infrastructure age – a car positioning system built with it, a railway

system which runs digitally or even simple appliances or gadgets at
home that can be controlled using the internet are all examples of
infrastructure in this age.

Cultural determinism -
explains that culture
and society shapes
technology.

The four main category of new media

1. Interpersonal Communication Media
Media which allows users to
exchange information
(cellphones, telephones, etc)
2. Interactive Play Media
Interactive media is a method of
communication in which the
program's outputs depend on the
user's inputs, and the user's inputs,
in turn, affect the program's
outputs.
3. Information Search Media
Information search media is whereby
the audience search for news and
information they have interest
with.
4. Collective Participatory Media
Participatory media includes
community media, blogs, wikis,
RSS, tagging and social
bookmarking, music-photo-video
sharing, mashups, podcasts,
participatory video projects and
videoblogs.

Functions of Media
● Inform citizens of what is happening around them also called
monitoring function
● Educate the audience as the meaning and significance of the facts
● Provide a platform for a public political discourse, facilitating the
formation of public opinion and feeding that opinion back to the
public from whence it came.
● Give publicity to governmental and political institutions.
● Serve as a channel for the advocacy of political viewpoints.

Normative Media Theories

1. Authoritarian Media Theory -
In this view, all media and public communication are
subject to the supervision of the ruling authority and
expression or opinion which might undermine the
established social and political order can be forbidden.
Although this `theory' contravenes rights of freedom of
expression, it can be invoked under extreme
conditions.
2. Soviet Media Theory
The government undertake or controls the total media and
communication to serve working classes and their interest.
They put end to the private ownership of the press and
other media. The government media provide positive
thoughts to create a strong socialized society as well as
providing information, education, entertainment, motivation
and mobilization.

3. Libertarian Media Theory

Libertarian theory sees people are more enough to find
and judge good ideas from bad. The theory says people
are rational and their rational thoughts lead them to find out
what are good and bad. The press should not restrict
anything even a negative content may give knowledge and
can make better decision whilst worst situation.
4. Social Responsibility Media Theory
Social responsibility is an ethical theory in which individuals
are accountable for fulfilling their civic duty, and the actions
of an individual must benefit the whole of society. In this
way, there must be a balance between economic growth
and the welfare of society and the environment.

Technological Convergence
Technological convergence, in general, refers to the trend or
phenomenon where two or more independent technologies integrate
and form a new outcome. One example is the smartphone.
Media Convergence
Media convergence, phenomenon involving the interconnection of
information and communications technologies, computer networks,
and media content
CONVERGENCE: Interconnectivity
that allowed us to perform/maximize
our:
1. Business
It allowed us to facilitate,
negotiate, prepare and conduct
reports, market/advertise, etc.
2. Academics
It allowed us to learn, seek,
discuss, validate or clarify
information.
3. Entertainment
It allowed us to enjoy
technology by its audio-visual
features, games, music, etc.
4. Convenience/Comfort
It allowed us to enjoy activities
in our own comfort.
Transactions are convenient.
Moreover, making day-to-day
activities easier

Common Sources of Information

I. Libraries
-A place in which literary, musical, artistic, or reference materials
(such as books, manuscripts, recordings, or films) are kept for use but
not for sale (Merriam Webster’s 11th Collegiate Dictionary)
II. Indigenous Media
-may be defined as forms of media expression conceptualized,
produced, and circulated by indigenous peoples around the globe as
vehicles for communication
III. Internet
- a global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using
standardized communication protocols.

Things to Consider in Evaluating Information

1. Reliability of Information
Information is said to be reliable if it can be verified and evaluated.
Others refer to the trustworthiness of the source in evaluating the
reliability of information.
2. Accuracy of Information
Accuracy refers to the closeness of the report to the actual data.
Measurement of accuracy varies, depending on the type of
information being evaluated. Forecasts - similar to the actual data.
Financial - values are correct
3. Value of Information
Information is said to be of value if it aids the user in making or
improving decisions.
4. Authority of the Source
Who authored or published the information? - Is the source credible?
5. Timeliness
Reliability, accuracy, and value of information may vary based on the
time it was produced or acquired. It may become irrelevant and
inaccurate with the passing of time (thus making it less valuable)

Intellectual Property
 Defined by World Intellectual Property
Organization (WIPO) – the creation of the mind
such as inventions, literary and artistic works,
designs and symbols, names and images used in
commerce.
 Laws – are enacted to enforce and respect and
recognition toward the fruits of other people’s
ingenuity.
 WIPO – “ the global forum for the intellectual
property services, policy, information and
cooperation.
WIPO
 “they are responsible for the promotion
and protection of intellectual property
throughout the world through cooperation
among states and where appropriate , in
collaboration with other international
organizations and for the administration of
various treaties dealing with intellectual
property rights”.
COPYRIGHT
 mainly the protection of one’s expressions which
only becomes tangible and concrete when
objects are created as manifestation of these
expressions.
- Literary works
- Computer programs, database
- Films, musical composition and choreographies
- Artistic works
- Advertisements, maps and technical drawings

 Copyright does not cover “ideas, procedures

,methods of operation or mathematical concepts”
because no one person or institution can claim
sole ownership of these.
If you are an author , you are entitled to 2 types of
rights:
ECONOMIC RIGHT- right of an owner to be
properly compensated financially upon his/her
permission for the work to be used by other.

MORAL RIGHTS- rights to non-economic

interest of the author. To protect an economic right of an author
they has the discretion limit or prohibit the
use of the work in terms of the ff:
- Reproduction in various forms (printed pub.
and sound rec.)
- Public performance (play/ musical)
- Recording (Cd’s and DVDs)
- Broadcasting ( radio, cable or satellite)
- Translation into other languages
- Adaptation (novel into film)
The Intellectual Property Law of the Philippines
The Philippines, as a State signatory in the
Convention Establishing the World Intellectual
Property Organization- is bound to pass a law on
IP protection.
The enactment of Republic Act 8293 aka “The
Intellectual Property Code of 1997.
The Philippine IP Law has a provision on
copyright and are found on the 4th part of the
law.
Terms Related to Copyright
1. Collective work
2. Communication to the public
3. Public lending
4. Public performance
5. Published works
6. Rental
7. Reproduction
8. Work of applied art
9. Work of the Government of the Philippines
Copyright Protected Works (original works)
 Books, pamphlets, articles and other writings
 Periodicals and newspaper
 Lectures, sermons, addresses, dissertations
 Letters
 Dramatic
 Musical composition
 Works of drawing , painting, sculpture etc.
 Applied art, audio-visual, pictorial,
advertisements computer programs, artistic
works.
Derivative Works
 Dramatizations, translations, adaptations, arrangements
and other alteration of literary or artistic works.
 Collections of literary, scholarly or artistic works and
compilation data.
WORKS NOT PROTECTED
1. Unprotected subject matter
- idea, procedure, system, method and concept, principle.
2. Works of the Government
- Rules and regulations, speeches.
THE USE OF FAIR USE
 The IP law of the Philippines specifies
certain limitations or exemptions to copyright
including a provision also referred to as “fair
use or fair dealing clause”
- The fair use limits the rights of holders who
are entitled to reproduce works for a limited
time period.
- “it is to guarantee a breathing space for new
expression within the confines of Copyright
Law.
Works covered by Fair Use
 a criticism or a commentary
 Parody, news report, artistic expression,
research
 TV program recorder
 Web sear engines.
Available for UNLIMITED USE
- Based un factual/ historical
- Transformative
- Does not hurt the market value of copyrighted
material.
Legal Sharing using Creative Commons
 CREATIVE COMMON LICENSES – enable
copyright holders to easily change terms of
copyright “ from the default of all rights
reserved to some right reserved”.
 Acc. to them “licenses are not an alternative to
copyright they work alongside copyright” to
modify the copyright terms to best suit the need
of the copy right holder.
 They give people right to share, use and even
build upon a created work.
FLAME WARS
 Information is a valuable intellectual commodity
thus you are expected to consume information as
responsibly as possible.
- Flame – abusive message posted on the internet
- Flame War – cyber argument that gets out of
hand
- Troll – person who starts quarrels or upset
people on the internet to distract
- Flaming – online act of posting insults,
profanity and offensive language
Netiquette
Refers to observing proper
etiquette as you engage in
activities over the internet. It
contrary to what Flaming
Warriors display.
CORE RULES OF NETIQUETTE
1. Remember that you are talking to human.
2. Adhere the same standards of behavior online that
you follow in real life.
3. Know you are in cyberspace.
4. Impression is everything since people can take
identity.
5. Share only knowledge that matters.
6. Do not provoke or attack others
7. Privacy is a natural human right.
8. Great power comes with great responsibility.
9. Nobody is perfect
Alternative suggestions
1. Avoid attacking personhood of another online
user.
2. Do not post multiple versions of the same
message.
3. Observe clear language when expressing your
thoughts to avoid misinterpretation.
4. Think before you click.
5. Do not veer away to the topic.
6. Use common sense.
7. If it’s not your own idea cite the source.
8. Follow rules and policy.
CYBERBULLYING
 Type of offensive action toward another which
takes place using electronic technology.
 This is a phenomenon that can trigger traumatic
experiences and can be worse than physical
bullying.
 CYBERBULLIES – anonymously post hateful
and mean messages and images and can reach
other people very quickly.
(ESSAY : Think before you click)
INTERNET ADDICTION
 Acc. To HealthGuide.org “ it is known as computer
 addiction, online addiction or
INTERNET ADDICTION DISORDER (IAD) – a impulse
control problem.
1. CYBERSEX ADDICTION (porn, intimate
relationship)
2. CYBER-RELATIONSHIP ADDICTION
(addiction to social networking, texting and
messaging.
3. NET COMPULSIONS (online gaming, gambling,
online auctions.)
4. INFORMATION OVERLOAD (web surfing, data base
searching)
5. COMPUTER ADDICTION (online games)

DISSEMINATION
OF INFORMATION
1. To obtain, provide, and
disseminate information
Obtaining information today using technology grants us access to
secondary sources such as websites, books, television and radio
programs. The information from these kinds of media is too handful,
therefore, you have to be responsible and careful in choosing, using,
and spreading information from these sources.
Pointers:
Understand first the context of
communication.
Provide sufficient details.
Provide clear details/instructions.
Details that you should always
include:
What: A help center has been organized
by the University of Flemington
Where: at Martinez Hall
When: Open from 8am to 7pm
Who: Contact Ms. Alice for details
Why: There is a need to support Typhoon
Victims in Leyte, Philippines.
How: Through donations/volunteer work

Ways to Disseminate Information

1. Local Flyers/Posters
There are multiple
approaches or channels for
reaching various
audiences. One of them is
through Local
flyers/posters. It is often
most useful to begin by
developing a dissemination
plan and an effective flyer.
2. Meetings
Meetings is an effective
means of communicating
ideas on a particular issue
or events to organize.
In this particular
occurrence there are
inquiries for “inputs” that
are needed to obtain
“outputs”.
Pointers:
1. Select a primary spokesperson if a group is
meeting the official.
2. Be brief, covering only 1 to 3 topics.
3. Have a few pieces of key data at your fingertips
that support your position.
4. Provide an illustration of the program or policy
impact—a human interest story often works
best.
Pointers:
5. Know precisely what action you are suggesting.
6. Anticipate questions so that your answers are well thought-out.
7. Be cordial and always thank the official for his or
her time.
8. Follow-up with a brief note later.

3. Workshops & Seminars

Workshops and seminars
allow active involvement
from the audience in the
learning process with
chances for extensive
learning about the topic.
4. Social Media
Social Media also serves as
means of disseminating
information. Twitter was
the most active platform
for disseminating articles
with more than 1000
tweets per article, followed
by online news stories,
Facebook, and blogs.
5. News Media
The news (traditional)
media (radio, television,
newspapers) is an
important channel for
reaching numerous
audience.

Kinds of Meeting
1. Institutional Meeting
It is a kind of meeting where students, teachers, administration and
parents may be involved.
2. Organizational Meeting
It is a kind of meeting where members and officers of a club or guild
take part in discussing their advocacies or programs.
3. Corporate Meeting
It is a kind of meeting where stakeholders, management team, and
private company official meet to talk about their business matters.
4. Public Meeting
It is a kind of meeting where officials, authorities and the public
discuss certain matters concerning the mass.

PHASES OF INFORMATION DISSEMINATION

1. Planning Information Dissemination
Planning information dissemination involves knowing or studying
more about the audience, the concept and channel of communication,
interests and risks that may affect the information dissemination.
2. Classifying Information Dissemination
Classifying information dissemination is by means of choosing which
type of information dissemination best suits the needs, budget, and
time required.
3. Managing the Information Dissemination
Managing the information dissemination is by means of ensuring the
successful flow of information delivery through eliminating risks and
hurdles.
4. Executing the Information Dissemination
Executing the information dissemination is the actual application of
information dissemination as according to plan.