INTRODUCTION OF MEDIA AND INFORMATION

LITERACY  Literacy is the ability to identify,

understand, interpret, create,
I. DEFINING COMMUNICATION communicate, and compute, using
 Communication is one of those everyday printed and written materials associated
activities that is intertwined with all of human with varying contexts. (UNESCO)
life so completely that we sometimes  Literacy= SKILL
overlook its pervasiveness, importance, and  Media Literacy
complexity. (Littlejohn and Foss)  Ability to decode, analyze,
 Communicare -“to share” or “to divide out” evaluate, and produce
 Communis - “working together” communication in a variety of
 “Without speech or oral communication, forms;
societies could not attain levels of civilization;  Involves understanding and using
communities could not organize into living mass media in an either an
and working groups, mark and ritualize assertive or non-assertive way.
practices and traditions, debate and decide  Information Literacy
difficult issues, and transform society for its  Ability to recognize when
good”. (Bulan and de Leon) information is needed.
 To inform  To locate, evaluate, effectively
 Media+ Information = COMMUNICATING use and communicate
information in its various
II. EXPLAINING THE COMMUNICATION PROCESS formats.
THROUGH MODELS  Technology (Digital) Literacy
 Ability to use digital technology,
Transmission Models
communication tools or
 Relatively straight-forward and tells you networks to LOCATE, EVALUATE,
that communication originates from USE and CREATE information.
someone and their message flows  Ability to UNDERSTAND and USE
through a channel. information in “multiple formats
 An attempt to answer the question “Who “from a wide range of sources
says what to whom, through what and ability to perform tasks
medium, and with what effect”. effectively in a digital
environment.
III. A CLOSER LOOK AT MEDIA AND INFORMATION  Ability to read and interpret
 MEDIA is the base word of the term MEDIATE and media, to reproduce data and
is the plural form of MEDIUM. images through digital
manipulation and to evaluate
IV. CATEGORIES OF MEDIA and apply new knowledge gained
1. Modality -nature of message, whether it is from digital environments.
relayed using text, audio, video, graphics,
animation, or a combination of any of these things VI. THE DANGER OF DESENSITIZATION
2. Format-the way the data is arranged.
3. Ways of Transmitting -the data or message  Potter (2011) book of “media literacy”
may be transmitted through radio waves and light -“ A state where our minds operate without any
waves for other modalities. conscious efforts from us”
4. Mass Media Form-refers to the particular  Normalization- The mass media continually
media technology to which the message is reinforce certain behavioral patterns of exposure
transmitted. until they become automatic habits.
 According to CALLISON and TILLEY (2006), you
V. MEDIA, INFORMATION, AND TECHNOLOGY: are a media and information literate
LAYING GROUNDWORK individual if you are able to do:
 1. Pose worthwhile questions  Accepting messages on their own
2. Evaluate the adequacy of an argument terms
3. Recognize facts, inferences and opinions  Ability to make subtle
and use each appropriately. comparisons and contrast among
4. Deal with quandaries and ill-formed many different messages
problems that have no fixed or unique  Social Responsibility
solutions.  Recognizing that one’s own
5. Give and receive criticism constructively. individual decision affect society
6. Agree or disagree in degrees measured VIII. CRITICAL THINKING
against the merits of the issue and  Capable of JUDGING the merit of
audience something.
7. Extent a line of thought beyond the range  Eight Fundamental Elements of
of first impressions. Media Literacy:
8. Articulate a complex position without 1. Develop independent
adding to its complexity judgments about media
content
VII. TYPOLOGY OF MEDIA LITERACY 2. Understanding of the process
of mass communication
 Acquiring Fundamentals 3. Awareness of the impact of
 Recognizing shapes, form, size, media
color, movement, and spatial 4. Strategies for understanding
relations. and analyzing media messages
 Language Acquisition 5. An understanding of media
 Recognizing speech sounds and content as text that provides
attach meaning to them. insight into our culture and our
 Narrative Acquisition lives
 Developing understanding of 6. The ability to enjoy,
differences between: understand, and appreciate
o Fiction vs. Nonfiction media content
o Ads vs. Entertainment 7. Development of effective and
o Real vs. Make Believe responsible production skills
 Understanding how to connect 8. An understanding of the
plot elements ethical and moral obligations
o By time sequencing of the media practitioners
o By motive-action
consequence
 Developing Skepticism THE EVOLUTION OF TRADITONAL MEDIA TO NEW
 Sharpening differences between MEDIA
like and dislikes for shows,
characters, and actions. I. TRADITIONAL AND NEW MEDIA
 Discounting claims made in ads.  Traditional Media
 Making fun of certain o Magazine
characters even though those o Tabloid
characters are not presented as o Broadsheet
foils in their shows. o Paperback Novel
 Intensive Development  New Media
 Strongly motivated to seek out o Radio
information on certain topics. o Online Video Games
 Experiential Exploring o Television
 Seeking out different forms of o Web Video Portals
content and narratives.
 Critical Appreciation
 o Online Telephony and Messaging 4) Electronic Age
Capability  The telegraph was invented
 The Mcluhan Mantra  The technology led humans to
o Marshall Mcluhan instantly connect to others even
o “ The Medium is the Message” in great distances
o Believed that society is driven by  The age of sound and tactile
changes in media and technology sense of reception
o Explained that society adapts to 5.) Information Age
advances in technology
o “The only thing constant and  Also known as the digital or new
inevitable is change” media age
o Technology = Progress  Everything relied heavily in the
o Users and Consumers adapt their use of computers to run major
behavior based on technology, industries
oftentimes making people overly  Global communication and
reliant to technology. networking were enhanced

6.) Infrastructure Age

II. HOT AND COLD MEDIA
 Hot Media  Digital technology and Internet
o Forms requiring little become pervasive
involvement from the  There is more involvement in the
audience cyberspace
o Examples: Film and
IV. CULTURE SHAPES TECHNOLOGY
Television
 Cold Media  Culture Determinism: “Culture and Society shapes
o Are those with high–level technology”
user interactivity, where the  (Winston,1996) Society is still in control of
experience is more dynamic technology and the innovations do not dictate
and the audience is more how it must adapt and function
involved  Technology is a product of need
o Examples: Video Games,  If there is no need for the technology, or it does
Online platforms not have a practical use, it will perish
III. MILESTONE IN MEDIA EVOLUTION
1) Tribal Age V. TRADITIONAL VS. NEW MEDIA
 Hearing was the predominant
and most valuable sense of  Traditional Media
reception o Forms in the earlier period of
 Early humans relied on their McLuhan’s Media map
sense of hearing to hunt for food o Media that is one directional
and stay alert from Danger o Media experience is limited
 and the sensed receptors
2) Literacy Age used are very specific
 Where the sense of sight was  New Media
dominant o The experience is more
 Was Highly acoustic interactive
3) Print age o The audience are more
 The printing press was invented involved and are able to send
 With a growing number of feedback simultaneously
reading materials came the o Integrates all the aspects of
inevitable – the building of the traditional media
libraries and other repositories
FOUR MAIN CATEGORIES OF NEW MEDIA:  All forms of communication are
under the control of the
1. Interpersonal Communication Media
government
 Content is private and perishable and
 Controlling the media for
the relationship established may be
protection and prevention of
more important than the information
conveyed.
the people from threats
2. Interactive play media  The government has the right
 Video and Computer Based Games to restrict sensitive issue
 Virtual Reality devices  Different types of censors:
3. Information search media Political, Moral, Religious,
 Internet and World Wide Web Military, and Corporate censor
 Broadcast teletext and Radio Data 2. Soviet Media
 Personal Computer, Smartphones, and  The government controls the
tablets media to serve working classes
 Personal Video Recorder, CD-ROM,  The state has the power to
Compact Disc, and DVD control media for the people
4. Collective participatory media  The state ends private
 Refers to the use of Internet for ownership of the press and
“sharing and exchanging information, media
ideas, and experiences and developing  Government media provides
active personal relationships” (McQuail, positive thoughts to create a
2010) strong socialized society
 The public is encouraged to give
feedback
Key Characteristics of New Media: 3. Libertarian
 Liberalism means information is
• Interactivity, social presence, media richness,
knowledge and knowledge is
autonomy, playfulness, privacy and
power
personalization
 Libertarianism is free for any
New Media use expanded opportunities for self- authority, control or censorship
expression through:  The press should not restrict
anything
• Web logs, online forums, Web discussion boards,  The people are more than
social media, and messaging applications enough to find and judge good
VI. FUNCTIONS OF COMMUNICATION AND MEDIA ideas from bad
4. Social Responsibility
1. Inform citizens of what is happening around  Social Responsibility should be
them reached by self-control
2. Educate the audience as to the meaning and  Media ownership as a form of
significance of the “facts” public trust or stewardship
3. Give publicity to governmental and political  Media has obligations to society,
institutions and media relationship Is public
4. Serve as a channel for the advocacy of trust
political viewpoints  Media should follow codes of
ethics and professional conduct
 The government must not
merely allow freedom
VII. MEDIA AND GOVERNMENT LOVE-HATE  The government may intervene
RELATIONSHIP to safeguard public interest

 NORMATIVE THEORIES OF THE PRESS

1. Authoritarian
 INFORMATION LITERACY
I. What determines your need for information?
• research
• goals and objectives
• problems you would like to solve
• relevance to the task
• who will benefit

II. The Effective and Efficient Information Seeker

• Limits the possible overload of information sought

• Understands information search systems
 Indexes
 Online catalogs
 Boolean Logic
• Callison and Tilley (2006)
 Understands how to utilize variety of
information sources and agencies, as well
as human sources
 Understands the value of consulting with
resource specialists and critical peers
 Identifies information important to a
need and assesses its reliability, bias,
authority, and intent
 Organizes new information in meaningful
ways

IV. Primary vs. Secondary vs. Tertiary

Primary

 original, first-hand information

 hasn’t been interpreted, analyzed,

condensed, or changed
III. Typology of Information
 Examples are interview, news film
footage official record, etc.

Secondary

 written by someone other than the

original researcher or author

 Examples are news commentaries,

articles in magazines, textbooks, etc.

Tertiary
  Topic review; and usually include o NEWS PAPERS - Have new stories
bibliographies of primary and secondary and occasionally have other type of
sources articles.

 Examples are bibliographies, 3. Magazine

encyclopedias, databases and indexes
 Advertising based
V. Stable vs. Unstable  Published regularly
 MAGAZINE - Contain features or
• How long a certain website will last?
human interests’ articles.
Guide:
II. FILM /CINEMA
 Has it been around for a long  Impressionable and has a cathartic effect
time? to its audience.
 Is it routinely updated?  With Moving / Motion pictures it
enhances the media experience of the
 Are print versions of an online consumer because of audio artifacts.
document available? III. BROADCASTING MEDIA
 One of the most Distinctive Characteristic
 Information Ethics
is their ubiquity.
 The branch of ethics that focuses on the  Considered as household media
relationship between the creation,  Come in 2 forms:
organization, dissemination, and use of 1. Radio
information, and the ethical standards o The first electronic mass
and moral codes governing human medium and the precursor of
conduct in society. television.
o Young' people media
o FM - "Format Radio” station that
TYPES OF MEDIA caters musical taste of younger
generation.
I. PRINT MEDIA o AM - News format that caters
 “Press” particular niches such as
 Refers to materials that are written community radio.
and are physically distributed. o Broadcasting has also started to
 History: Invention by Johannes conquer the internet and mobile
Gutenberg in 1440. This eventually technology.
led to mass production of books. 2. Television
o Some think it is the second
most important invention.
Forms: o It has changed the nature,
operation, and relationship to
 Book their audiences of books,
 1st media mass in human history magazines, movies and radio
 Books are movers and shakers of (Baran, 2010).
culture. IV. VIDEO GAMES
 As a testament Books in physical  Continue to grow because of their
form are being stored digitally as increased Interactivity and
e-books. Interconnectivity.
 News paper  From game consoles to personal
o Advertising based computers to the internet to the
o Published regularly cellphones (Baran, 2010)."
V. INTERNET
  Synergy and convergence are what  Complex biases and serious lack of interest in the
describes the media today lives of indigenous communities in news coverage
 SYNERGY and selection of mainstream media.
o An interaction of two or more  Privately owned mainstream media catering more
agents or forces so that their to interest of urban consumers rather than the
combined effect is greater than needs of rural communities, particularly
the sum of their individual indigenous ones.
effects.
II. INDIGENOUS MEDIA AS TOOL FOR EXPRESSION AND
o Is the rationale behind the
PARTICIPATION
concentration of media in 1
company or organization  Indigenous knowledge enhances one’s sense of
o A driving force for mergers and national identity.
acquisitions in the media and  Information offered by indigenous media is
telecommunications industries primarily to “open up other spaces for the
according to Baran. discussion of indigenous peoples’ issue (AIPP.
 CONVERGENCE 2005).”
o Combination of various elements  LIBRARY
to create a new whole. o Libraries are evaluated on the extent of
o Is a trend that cannot be done their collection of materials and the kinds
away with because the audiences and quality of services they offer to
are getting more fragmented information seekers.
o Audience are no longer biased o Libraries are expected to select and
over one form of media to access provide you contents that are easy to
content. access.
o Libraries are considered to be “stewards
of good information collection”.
MEDIA AND INFORMATION SOURCES o Libraries are the brains of academic
 The content says a lot about the source. institutions. The library users are the
 Information, unlike raw data, is processed and synapses because they provide the means
refined. It is an interpretation of the data by of information transfer.
the author or producer of the information.
 Information may also become obsolete and
may not be applicable to current contexts and
utility.

I. INDIGENOUS KNOWLEDGE AND INDIGENOUS

MEDIA

 Indigenous media is also known as community

media, it is any form of media that is created and
controlled in the community, for the community,
about the community and by the community.
 Flow of information starting from metropolitan
areas, tending to be one-way as no effective
mechanisms are in place for media organizations
to gather news from rural indigenous areas.
 Distant locations of many indigenous territories
and poor infrastructures as big obstacles to
indigenous peoples’ access to information from
mass media.
 MEDIA AND INFORMATION LANGUAGES
 CHARADES Media Messages and
Information
 Media Messages and Information
o Convention
o Codes
 System or Collection of Signs
 The meaning is agreed upon
by the communicators .
 Example:
 Morse code, the
smoke signals, or
the signal flags
I. DIFFERENTIATING MESSAGES OF GENRE
 Genre
o major component in
understanding literature,
theatre, film, television and
other art and media forms.
o The grouping into
recognizable categories of
content of these forms is
what characterizes genre.
o Each of these categories is
further marked by
“particular set of
conventions, features, and
norms (Neale as cited in
Creeber, 2003).”
o French word for “type” or
“kind”

Def of the term from some experts:

o The communicative event
referred to is the nature pf
your media exposure such as
reading book or newspaper,
To measure information quality, you may consider the watching a film or television
following aspects. show,or surfing the Internet.
o The communicative purpose
1. The information provided by a source is credible is the intention of the media
and reliable. messages that you are
2. Breadth and depth of the discussion on a topic is exposed to.
also a consideration. o Characterized by a set of
communicative purpose (s)
3. The information can be crossed-referenced. o Identified and mutually
4. The manner on how the information has been understood by the members
dealt with of professional or academic
community in which it
regularly occurs
 o Recognizable Comunicative 2. Personal Biases
Event 3. Level of Knowledge
V. CHANDLER’S THREE KEY KINDS OF KNOWLEDGE
II. FACTORS THAT MAY AFFECT HOW THE A. Knowledge of the World ( Social
MESSAGE BE UNDERSTOOD Knowledge)
B. Knowledge of the Medium and the Genre
1. One’s role in the society (Textual Knowledge)
2. Group Purposes C. Knowledge of the Relationship Between
3. Professional & organizational (1) and (2) (Modality Judgements)
preferences &prerequisites
4. Cultural constraints VI. MAJOR CODES
A. Verbal Language
Phonological
Syntactical
III. TIPS WHEN YOU ANALYZE MEDIA Lexical
1. Place the given genre-text in a situational Prosodic
context. Paralinguistic
2. Survey existing literature. 2. Bodily Codes
3. Refine the situational or contextual Bodily Contact
analysis of the text by doing... Proximity
o Defining the speaker or Physical Orientation
Appearance
witer of the text, the
Facial Expression
audience, their relationship,
Gaze
and their goals
Head Nods
o Defining the historical, socio-
Gestures
cultural, philosophic and/or
Posture
occupational placement
3. Commodity Codes
where the discourse takes
Fashions
place.
Clothing
o Identifying the network of
Cars
sorrounding texts and
4. Behavioral Codes
linguistic traditions.
Protocols
o Identifying the topic, subject
Rituals
or extratextual reality
Role Playing
4. Select corpus or body of works that Games
characterize the genre. VII. CODES
A. Technical Codes
5. Study the institutional context
o It is when the equipment is used
IV. CODES IN MEDIA MESSAGES to tell the story in a media text
which consequently affects how
 Codes consists of signs that have you can interpret the meaning of
meaning and the meanings are that text.
dictated by agreed rules of o Example: The type of film shot or
interpretation. the manner of capturing a scene
 It is not guaranteed that all people B. Visual/Symbolic Codes
will understand the message in the o Codes that are embedded in the
same way that others would. technical codes such as objects,
IV. FACTORS THAT CAUSES setting, body language, clothing
MISINTERPRETATION AND and color.
MISCOMMUNICATION o Example: When a drinking glass
1. Culture suddenly slips from the hand of a
 character which connotes that
danger looms or trouble awaits. I. INTELLECTUAL PROPERTY IN INTERNATIONAL AND
C. Written Codes LOCAL CONTEXT
o It is the use of language style and  W.I.P.O (World Intellectual Property
textual layout Organization)
o Example: In newspapers, the o It is a local forum for IP services,
layout speaks about the degree policy, information, and
of importance of a new story cooperation.
with respect to other news o Convention establishing the
stories. WIPO signed July 14, 1967 in
o This is more often dictated by Stockholm amended September
editorial principles and policies of 28, 1979.
a particular news
agency/organization. COPYRIGHT
VIII. RELATIONSHIP OF CODE AND TEXTUAL
o Legal term used to describe the rights
FEATURES OF AUDIO-VISUAL MESSAGES
that creators have over their literary
A. Communication Breakdown happens
and artistic works
when one of the communicators is not
o 2 TYPES OF RIGHTS UNDER
familiar with the signs and cues use by
COPYRIGHT LAW:
the other.
1. Moral Rights
B. Language is a code and an effective use
 Rights to non-economic
of a code means an attempt for a more
interests of the author.
effective communication
2. Economic Rights
IX. CONVENTIONS INDICATORS OF CONTENT  proper compensation
FAMILIARITY (financially) upon permissions
of property being used by
 Formulaic Messages
others
o When suposed to a certain message,
 an author has the discretion
often you look for something
to limit or prohibit the use of
recognizable or familiar to be able to
the work in terms of:
make sense to what it means.
o Reproduction in various
 Convention
forms, such as printed
o Refer to the generally accepted way
publication or sound
of doing things that has formed into
recording
habit because of repeated exposure
o Public performance,
and experience of those messages.
such as in a play or
X. TROPES IN TELEVISION musical work
o Recording, for example,
 Very popular media form
in the form of CDs or
 Most invasive of all media technology
DVDs
 Story telling devices
o Figures of speech that o Broadcasting by radio,
audience recognizes too easily cable or satellite
o Film language: called “motifs o Translation into other
or recurrent themes languages
o Provides texture to a story. o Adaptation such as
novel into a film
screenplay
LEGAL, ETHICAL AND SOCIETAL ISSUES  HOW TO REGISTER ©
ON MEDIA AND INFORMATION
 o Automatic copyright – Berne  provisions on copyright found on the 4th part of
Convention, registration or any form the law
of formality is not required
TERMS:
o Voluntary registration of works –
PHILIPPINES, “help solve disputes over  Author
ownership or creation, as well as o The natural person who has created the
facilitate financial transactions, sales work.
and the assignment and/or transfer of  Collective Work
right” o A work which has been created by two or
PATENT more natural persons at the initiative and
under the direction of another with the
 Provides the patent owner with the understanding that it will be disclosed by
right to decide how or whether the the latter under his own name and that
invention can be used by others in contributing natural persons will not be
exchange for this right. The patent identified.
owner makes technical information  Rental
about the invention publicly available in o The transfer of the possession of the
the published patent document. original or a copy of a work or a sound
recording in any manner or form.
Trademark
 Reproduction
 A sign capable of distinguishing goods o The making of one or more copies of work
or services of one enterprise from or a sound recording in any manner or
those of other enterprises. form.
 Work of Applied Art
Industrial Design
o An artistic creation with utilitarian
 Constitutes the ornamental or functions or incorporated in a useful
aesthetic aspect of an article/object. article, whether made by hand or
produced on an industrial scale.
Geographical Indication and Appellation of Origin
II. COPYRIGHT PROTECTED WORKS
 Sign used on goods that have specific
geographical origin and possess 1. Original Works –literary or artistic in nature:
qualities, a reputation or
– Lectures, sermons, addresses,
characteristics that are essentially
attributed to that place of origin. dissertations prepared for oral delivery,
whether or not reduced in writing or
The Intellectual Property Code of 1997’ or the RA other material form.
8293
– Letters
IP Rights:
– Computer programs
1. Copyright and related rights
– Other literary, scholarly, scientific and
2. Trademarks and service marks artistic works
3. Geographic Indications 2. Derivative Works
4. Industrial designs – Dramatizations, translations,
adaptations, abridgements,
5. Patents
arrangements, and other alterations of
6. Lay-out designs (Topographies) of integrated circuits literary or artistic works

7. Protection of undisclosed information – Collection of literary, scholarly or artistic

works, and compilation of data and other
 materials which are original by reason of  It is only a small portion of the work and the
selection or coordination or arrangement purpose is commentary
of their contents  Its use is “transformative”
 It is used solely for the purpose of scholarly
III. WORKS NOT PROTECTED
analysis
1. Unprotected Subject Matter  It is not infringing and does not hurt the market
value of the copyrighted material
-any idea, procedure, system, method or operation,
concept, principle, discovery or mere data as such even if VI. LEGAL SHARING USING CREATIVE COMMONS
they are expressed, explained, illustrated or embodied in a
work  Enables copyright holders to easily change terms of
copyright “from the default of all rights reserved to
-news of the day and other miscellaneous facts having the some rights reserved.”
character of mere items of press information
 According to Creative Commons “licenses are not
-any official text of a legislative, administrative or legal an alternative to copyright...They work alongside
nature as well as any official translation copyright” to modify the copyright terms to best
suit the need of the copyright holder.
2. Works of the Government
 It can give people the right to share, use, and even
-any purpose of statues, rules and regulations and
build upon a work.
speeches, lectures, sermons , addresses , and dissertations,
pronounced, read, rendered, in courts of justice, meetings,  This protects users against threat of copyright
of public character. infringement with the condition that these users
abide be the conditions specified by the owner or
IV. THE USE FOR FAIR USE holder of the copyright.
 “The IP law of the Philippines specifies certain  Creative Commons has opened opportunities for a
limitations or exceptions to copyright including a universal access through a ‘free, public, and
provision also referred to as fair use or fair dealing standardized infrastructure’ of sharing content and
clause.” information within the bounds of free flow of
 “The rationale of fair use is to guarantee a information and protection of copyright.
breathing space for new expression within the
confines of Copyright law.” VII. FLAME WARS
 The expiration of a copyright term empowers the
 An argument between Internet users who
general public to have unlimited access and use of
repeatedly provoke each other with personal
the work as is has become part of the “public
attacks through e-mail and other forms of online
domain.”
communication.
V. WORKS COVERED BY FAIR USE  FLAME
 Criticism or Commentary o A vitriolic or abusive e-mail typically sent
 Parody in quick response to another message:
 News Report flames about inexperienced users posting
 Artistic Expression abusive messages.
 Scholarly and Research Works
 FLAMMER
 Product of a time-shifting device such as a TV
o Someone who knowingly attacks other
program recorder
netizens, or expresses in aggressive
 Information found through web search engines manner his opinion on controversial
IT BECOMES AVAILABLE FOR UNLIMITED USE BY THE issues.
PUBLIC PROVIDED THAT…  TROLL
o A deliberately provocative online posting
 Its use is based on a factual and historical news intended to incite an angry response.
event  FLAME WARRIORS
 o Is a product of a long period of exposure c. Observe clear language when expressing
to dynamics that exist among your thoughts which can lead to
participants. misinterpretation and misunderstanding.
o This is not a formal list of these
d. Think before you click.
archetypes, but rather a self- made
compendium of the different species of IX. PRESENTING YOURSELF AND MANAGING
virtual combatant (that inhabit today's IMPRESSIONS
online forums, mailing lists and other A. A tag line campaign and one of the
communities. Netizens are adding more ongoing campaigns on Internet use in
categories in the list. responsible presentation of one’s self and
effective management of impressions one
VIII. RESPONSIBLE NETIZENSHIP create.
 Being a responsible netizen means abiding by the B. It means that before you post anything on
the Web, you have to think through the
rules of acceptable behavior online.
repercussions of sharing that information.
 A person who fails to follow or abide by the rules
C. Information that is meant to be kept
is an indication of becoming a flame warrior.
private must be as secure as possible or
 A flame warrior does not necessarily mean that
better yet do not produce the information
he/she consciously violated the rules but rather at all if necessary.
at some point, he/she might be too emotional or X. CYBERBULLYING
opinionated in expressing their thoughts. A. A type of offensive action toward another
 A netiquette refers to observing proper etiquette which takes place using electronic
as you engage in activities over the Internet. technology.
 Contrary to what the Flame Warriors display, B. Can trigger traumatic experiences and can
people who shows proper netiquette have high be worse than physical bullying.
respect for the views and opinions of other C. CYBERBULLIES
people and also they have a high regard for o Anonymously post hateful and
courtesy. mean messages and images and
A. CORE RULES OF NETIQUETTE can reach other people very
1. In the virtual word, you are actually talking to quickly.
another human being who is entitled to
his/her feelings. XI. INTERNET ADDICTION
2. Behavior does not necessarily have to change A. Described as an impulse control disorder
when you are online. (ICD), which does not involve use of an
3. Online users are using the same space and are intoxicating drug and is very similar to
also utilizing bandwidth. pathological gambling.
4. Impression is everything in the online world B. Internet users may enjoy aspects of the
since it can take any identity. Internet that allow them to meet, socialize,
5. Share only knowledge that matters and exchange ideas through "virtual
6. Do not provoke or attack others communities." 
7. Privacy is a natural human right C. Virtual Community
8. Great power comes with great responsibility o A social network of individuals
9. Nobody is Perfect who interact through specific
B. SUGGESTED RULES social media, potentially crossing
geographical and political
a. Avoid attacking the personhood of boundaries in order to pursue
another online user. mutual interests or goals
 Similar to other addictions, those suffering
b. Do not post multiple versions of the from Internet addiction use the virtual
same message. fantasy world to connect with real people
through the Internet, as a substitution for
 real-life human connection, which they are C. Impairments of real life relationships are
unable to achieve normally. disrupted as a result of excessive use of
the Internet.
FORMS OF INTERNET ADDICTION D. Being addicted to the Internet can also
1. CYBERSEX ADDICTION cause physical discomfort or medical
 Compulsive use of Internet pornography, problems such as: Carpal Tunnel
adult chat rooms, or adult fantasy role-play Syndrome, dry eyes, backaches, severe
sites impacting negatively on real-life headaches, eating irregularities, (such as
intimate relationships. skipping meals), failure to attend to
2. CYBER-RELATIONSHIP ADDICTION personal hygiene, and sleep disturbance.
 Addiction to social networking, chat rooms, E. Internet addiction is triggered by the
texting, and messaging to the point where factors of:
virtual, online friends become more o Stress
important than real-life relationships with o Anxiety
family and friends. o Unhappiness
3. NET COMPULSIONS o Depression
 Compulsive web surfing or database o Inactivity
searching, leading to lower work XIV. STEALING OR BORROWING
productivity and less social interaction with A. PLAGIARISM
family and friends. o “Taking over the ideas, methods,
4. COMPUTER ADDICTION or written words of another,
 Obsessive playing of off-line computer
without acknowledgement and
games or obsessive computer
with the intention that they be
programming.
taken as the work of the
deceiver.”
o Literally copy an information and
XII. SIGNS AND SYMPTOMS OF INTERNET
pass it off as their own without
ADDICTION
informing the readers/audience
 Being less conscious of the time spent
of the origin of the information
online or with gadgets that enable
and without asking permission to
internet access.
 Failing to complete tasks or activities the origin
intended to be finished at the time you o Plagiarism persists “because of
were using the internet. that awkward feeling of reading
 Having less time with friends and someone else’s and having a
family. concerted effort to understand
 Lack of remorse for your excessive what they mean, and finding
internet use. your own words to restate the
 Feeling more exited with internet ideas.”
activities rather than physical
activities. B. FORMS OF PLAGIARISM:
XIII. EFFFECTS OF INTERNET ADDICTION a.) Sources are Cited
A. Individuals suffering from Internet  The Ghost Writer – When writer copied
addiction spend more time in solitary word for word, and all credits as his/her
seclusion, spend less time with real people
own.
in their lives, and are often viewed as
 The Photocopy – When the writer copies
socially awkward.
significant portions of text straight from
B. Internet addiction results in personal,
a single source, without alteration.
family, academic, financial, and
occupational problems that are  The Potluck Paper – When the writer
characteristic of other addictions.  disguise plagiarism by copying from
different sources, tweaking sentences to
 make them fit together while retaining o Freedom – Not limited to the
most of the original phrasing. absence of government control.
 The Poor Disguise – When the writer o Humaneness – keeping the
altered paper’s appearance slightly by names of crime victims, women
changing key words and phrases. and minors
 The Labor of Laziness – When writer o Stewardship – Value and
takes time to paraphrase most of the observe basic responsibilities of
paper from other sources when he/she their craft
can just spend same time and effort on
original work.
OPPORTUNITIES, CHALLENGES, AND POWER OF MEDIA
 The Self Stealer- is when a writer
AND INFORMATION
borrows from his/her own previous
work, still violating policies of originality.
b.) Sources are not Cited
 The Forgotten Footnote – When I. WORLD WIDE WEB AT THE FOREFRONT
the writer mentions author’s  “The existence of the World Wide Web
has forced practically everyone to
name to give credits, but exclude
migrate to this realm and be part of
specific information on the
the virtual community of information
location of material.
seekers.”
 Misinformer – When the writer
 “New media is interactive and has
provides inaccurate information linked every user to each other
of source, making it impossible through vast networks of platforms
to find them. such as e-mail, Internet search, and
 The Perfect Crime – When the messaging applications.”
writer tries to pass off the
paraphrased material as his/her A. CLASSIFICATION OF SOCIAL MEDIA BY SOCIAL
own analysis of cited material. PRESENCE/MEDIA RICHNESS AND SELF-
 The Too Perfect Paraphrase – PRESENTATION/SELF-DISCLOSURE
When the writer properly cites a
source but neglect to put
quotation marks for text that has
been copied word for word.
Writer is falsely claiming original
presentation and interpretation
of information.
 The Resourceful Citer – When
the writer properly cites all
sources, paraphrasing and using
quotations in merely everything. B. According to Cheng and Shen (2010), the process of
THE PAPER CONTANS ALMOST information search that utilizes online portal is
NO ORIGINAL WORK! classified into:

B. BASIC HUMAN VALUES 1. Media document retrieval- enable users

o Truth telling – To check and “to submit one or more queries in the
recheck information, Including form of an example rich media object or
possibilities of error, and keyword terms.”
Alertness to questionable or 2. Media content mining- techniques
biased information employed to extract “implicit knowledge,
o Justice – Fairness in presentation data relationships, or other regular
patterns,” e.g., Boolean logic.
of all sides of given issue
II. WIHBEY’S CLASSIFIED NETIZENS’ ENGAGEMENT  Usually managed by one person only, but
PATTERNS provide the possibility of interaction with
others through the addition of comments.
 Crowdsourcing - is defined by Merriam-  CHALLENGES/OPPORTUNITIES:
Webster as the process of obtaining o Used to update people
needed services, ideas, or content by o Risky in terms of the reputation of
soliciting contributions from a large group one’s blog if a customer turns out
of people, especially an online community to be dissatisfied and decided to
engage virtual complaints
1. Media (Broadcast) Activation 3. CONTENT COMMUNITIES
 sharing of content among media users  Sharing of media content between users
through the different forms of media (e.g., text, audio, photos, videos, and
such as television, radio, print media, and PowerPoint presentations)
other traditional media.  CHALLENGES/OPPORTUNITIES:
2. Viral (peer-to-peer) o Very attractive contact channel for
 sharing of content through online or new many firms.
media o Other firms rely on content
3. Hybrid communities.
 Combination of Broadcast and peer-to- o Risky in terms of copyright-
peer. protected materials
o Have rules in place to ban and
III. CHALLENGES AND OPPORTUNITIES OF SOCIAL MEDIA remove illegal content.
1. COLLABORATIVE PROJECTS 4. SOCIAL NETWORKING SITES
 Enable the joint and simultaneous creation  Enable users to connect by creating
of content by many end-users. personal information profiles, inviting
 TYPES: friends, and colleagues to access to those
o WIKIS profiles, and sending e-mails and instant
 Anyone can modify the content messages between each other.
of articles.  CHALLENGES/OPPORTUNITIES:
 Ex. Wikipedia, Quora o High Popularity
o SOCIAL BOOKMARKING o Privacy of the user\
APPLICATIONS 5. VIRTUAL GAME WORLDS
 enable the group-based  Ultimate manifestation of social media
collection and rating of Internet  Replicate a 3D environment in which
links or media content. users can appear in the form of
 Ex. Diigo, Delicious personalized avatars and interact with
each other as they would in real life.
 CHALLENGES/ OPPORTUNITIES:  Require users to behave according to
strict rules of MMORPG ("Massively
o Joint effort leads to a better Multiplayer Online Role Playing Game")
outcome  Allow inhabitants to choose their
o Collaborative projects becoming the
behaviour more freely and live a virtual
main source of information for
life similar to their real life
consumers.
 CHALLENGES/ OPPORTUNITIES
2. BLOGS
o Provide the highest level of
 The social media equivalent of personal
social presence and media
web pages and can come in a multitude of
different variations. richness of all applications.
 Usually display date-stamped entries in o Unlimited range of self-
reverse chronological order. presentation strategies.
o Offer a multitude of
opportunities for companies in
 marketing, human resource, and
internal process management.

IV. CYBERCRIME IN THE PHILIPPINES

 LAW- Describe the ways in which people are

required to act in their relationships with others
in a society.

A. According to the 2001 Budapest Convention on

Cybercrime, criminal offenses in cyberspace include:

1. Offenses against the confidentiality, integrity

and availability of computer data and systems;
2. Computer-related offenses;
3. Content-related offenses; and
4. Offenses related to infringements of copyright
and related rights. A. MEDIA CONTENT
B. Cybercrime-Related Laws in the Philippines “People live in two worlds: the real world and the media
1. Republic Act No. 10175- Cybercrime Prevention Act world. The challenge is how you as students of media and
of 2012 (currently suspended due to a TRO issued information literacy are able to discern the thin line that
by the Supreme Court) separates these two worlds”

2. Republic Act No. 9995- Anti-photo Voyeurism Act B. MEDIA EFFECTS

of 2009 “Certain types of messages will lead to certain kinds of
opinions and behaviors…as individuals, we do not have much
3. Republic Act No. 9775- Anti-child Pornography Act
power to control the media, but we have a great deal of power
of 2009
(if we use it) to control the media’s effects on us.”
4. Republic Act No. 9208- Anti-trafficking in Persons
-W. James Potter, Media Literacy
Act 2003
 THIRD PERSON EFFECT
5. Republic Act No. 8792- E-commerce Act of 2000
o An effect that can make you think that
6. Republic Act No. 8484- Access Device Regulation media messages affect others but not you
Act of 1998  3 PRINCIPLES ABOUT MEDIA EFFECTS:
1. Media effects are constantly occurring
7. Republic Act No. 4200- Anti-wiretapping Law
because of constant and direct/indirect
V. MEDIA AND INFORMATION LITERATE AUDIENCE influence on you.
2. Media work with other factors in
exerting influence
3. You can control the effects process in
your life.

CURRENT AND FUTURE TRENDS OF MEDIA AND

INFORMATION
I. Massive Open Online Course
 “a model for delivering learning content
online to any person who wants to take a
course, with no limit on attendance”
 MOOCs are open in two respects:
 o open enrollment to students 3.Have some form of
outside a hosting university; or communications
o the materials of the course were 4.Data-input capabilities
licensed using Creative Commons 5.Local storage capabilities
licenses  Wearables may either be worn or
 MOOCs are utilized primarily by education incorporated to the body to create
institutions and so are Open Educational constant, convenient, seamless, portable,
Resources (OER) and mostly hands-free access to
 OERs are teaching, learning, and research electronics and computers.
resources that reside in the public domain
 Examples: Watches, glasses, contact
or have been released under an
intellectual property license. lenses, E-textiles and smart fabric,
 With MOOCs, many people are no longer headbands, etc.
disenfranchised when it comes to  Wearable technology will continue to
accessing high-quality educational content. have an impact to modern society of
 The educational benefits of MOOCs can be media and information users.
maximized if organizations or institutions IV. WIKI
that offer such courses are made more  Applications allowing several people to
open. collaborate, modify, extend, or delete the
 Openly licensed MOOC resources can give contents or structure of a particular page
rise to interesting new courses and devoted to a topic or content.
educational products and services.  Has no defined writer or author and has
little implicit structure, allowing structure
II. UBIQUITOUS LEARNING to emerge according to the needs of the
 more context-based and more adaptive users.
 a learning environment that can be  Wikis are useful only at a certain extent
accessed in various contexts and situations because of the absence of a defined
 U-learning utilizes all forms of materials author.
that may be transferred to mobile devices V. 3D ENVIRONMENT
via cable or wirelessly and can be operated  3D graphics or environments have added
in these mobile devices. texture to our media experience because
 These materials can be videos, audios, of the images that we see in three-
PowerPoint presentations, or notes with dimensional rendering.
embedded source data in them.
 Three basic phases in 3D computer
 IMPORTANCE:
graphics creation:
1. It has shifted the learning
1. 3D Modeling
paradigm from teacher-centered
o The process of forming a
to learner-centered.
computer model of an
2. You are more equipped to face
real-life challenges. object’s shape
3. Your teachers can perform more 2.Layout and animation
efficiently. o The motion and placement
III. WEARABLE TECHNOLOGY of objects within a scene
 These are “electronic technologies or 3. 3D Rendering
computers that are incorporated into o The computer calculations
items of clothing and accessories which that, generate the image
can comfortably be worn on the body.” based on light placement,
 CHARACTERISTICS: surface types, and other
1.Performing computer-related qualities
tasks  Some common uses of 3D environment:
2.Provide sensory and scanning  3D still models, landscape, and
features objects
  2D animations, games, o Appeal to authority
broadcast, Web and advertising o Appeal to fear
 3D virtual spaces o Appeal to prejudice
 Interactive 3D theaters o Bandwagon
o Cherry picking
o Classical Conditioning
MEDIA AND INFORMATION LITERATE INDIVIDUAL o Common man
o Demonizing the enemy
I. INFLUENCE OF MEDIA o Diktat
 Media is all around you. o Disinformation
 Media and Information, has been o Euphemism
established in the entire unit, are both o Exaggeration
ubiquitous and pervasive. o Foot-in-the-door technique
 They exert influence and implications to o Framing
the way you view the world.
o Glittering generalities
 This entails recognizing, acknowledging,
o Guilt by association
and managing your exposure to media and
information.
 COMMODIFICATION
 A media and Information literate
 refers to “those processes
Individual:
through which social
Recognize
relations are reduced to
 Acknowledge
an exchange relation
 Manage
II. UNMASKING MEDIA MESSAGES
III. MEDIA IN NATION BUILDING
 Media and information literacy is
A. Roles of Media in Nation Building
comparable to an alarm, It alerts you when
1. Media plays a vital role in
a hidden meaning subliminally tries to
creating, molding, and reflecting
persuade you to think in a certain way
public opinion
 Media and Information has a significant
2. Media enlightens and educate
effect on people:
people
Knowledge
3. Media serves as a bridge
Attitude
between the government and
Behavior
the people
 Whether the effect is limited or powerful,
4. The media has a distinctive role
teenagers like you are susceptible to social
to play in bringing communal
pressure and media images which can have
harmony which in turn will
a profound effect on how you see
preserve the secular fabric of a
yourselves.
democratic country
 Ways media can affect your psyche:
 OBJECTIFICATION B. Provisions
 this happens when
camera pans in certain  Section 24, Article II
portions of the human o The State recognizes the vital
body to highlight that role of communication and
portion information in nation
 FALLACIES AND PROPAGADA building.
TECHNIQUES  Section 11, Article XII
 messages with ulterior o The State shall encourage
motives commonly use of equity participation in public
the following techniques: utilities by general public. The
o Ad hominem participation of foreign
o Ad nauseam investors in the governing
 body of any public utility
enterprise to shall be limited
to their proportionate share
in its capital, and all the
executive and managing
officers of such corporation or
association must be citizens
of the Philippines.
 Section 10, Article XVI
o The State shall provide the
policy environment for the full
development of Filipino
capability and the emergence
of communication structures
suitable to the needs and
aspirations of the nation and
the balanced flow of
information into, out of, and
across the country in
accordance with a policy that
respects the freedom of speech
and of the press.