Introduction To Media and Information Literacy

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MEDIA AND INFORMATION

LITERACY
Sunday, October 15, 2023 01:29 AM

INTRODUCTION TO MEDIA AND INFORMATION LITERACY


Communication (communicare: latin - to share or to divide out)
- the act or process of using words, sounds, signs, or behaviors to express or exchange
information
- a process of sharing ideas and opinions about issues, people, events and places
between or among persons through various channels to gain common understanding
• Basic Types of Communication
- Communicate through verbal and nonverbal communication
- Communication types are defined as ways which communication can be expressed

○ Verbal Communication
- communication happens verbally, vocally or through written words expressing or
conveying a message

Two Types of Verbal Communication


a. Oral Communication
- communication happens through word of mouth, spoken words,
conversations, and any messages or information that are shared or
exchanged between one another
b. Written Communication
- Communication is expressed through written word or often written sign
(refers to language used in any medium)
○ Nonverbal Communication
- any communication without the use of mouth (voice), spoken words, conversation
and written language
- happens through signs, symbols, colors, gestures, body language or any facial
expressions
• Parts of the Communication Model
a. Source or Sender
- One who sends or delivers a message, and
who initiates the communication process.
b. Message
- The information or the verbal and nonverbal message conveyed to another person
or a group of people.
c. Medium
- Media is the plural of “medium”, or ways to communicate information.
is also the channel through which the message is coursed.
d. Receiver
- receives the message
- the communication process is considered successful when the receiver responds
the way the source intended
e. Effect
- response of the receiver after getting the message from the source.
f. Feedback
- an important product of the communication process.
- tells the source how effective the selected message and channel to the receiver.
- confirms whether there is mutual understanding between the source and the
receiver.
g. Noise or Barriers
- are the disruptions in the communication process.
• Models of Communication
1. Lasswell's Model of Communication

ex. CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power station
resulted in about 100 times the permitted level of radioactive material flowing into
the sea, operator Tokyo Electric Power Co said on Saturday.

Who – TEPC Operator


What – Radioactive material flowing into sea
Channel – CNN NEWS (Television medium)
Whom – Public
Effect – Alert the people of Japan from the radiation.

2. Shannon-Weaver's Communication Model

- is designed to develop the effective communication


between sender and receiver
- Also, they find factors affecting the communication
process called “Noise”.
- Develop to improve the technical communication

3. Westley and Maclean Model of Communication

- can be seen in two contexts: interpersonal and mass communication


- realized that communication does not start when a person begins to speak, but
when a person selectively responds to his or her physical environment.
- considers a strong relationship between surroundings responses and the
communication process
Communication only begins when a person receives a message from the
surrounding environment.

4. Gerbner's Model of Communication


5. Publicity Model

- communication as display and attention


- audience as "spectators" rather than participants or information receivers

6. Reception Model (Stuart Hall)

- "encoding/decoding"
- Model of Communication by Stuart Hall (1993)

THE SIMILARITIES AND DIFFERENCES BETWEEN AND AMONG MEDIA


LITERACY, INFORMATION LITERACY, AND TECHNOLOGY LITERACY
• Literacy
- the person's ability to define, recognize, perceive, construct, interact, and compute with
various structures, using printed and written materials
• Media Literacy
- the accessibility, review, assessment and media development
- is the method by which media content is dissected for critical analysis
• Information Literacy
- a collection of skills requiring individuals to identify when knowledge is needed and have
the ability to efficiently find, assess and use the necessary information
- it aims at encouraging individuals to efficiently search, analyze and use information
• Technology Literacy
- the ability to use effective technology to interact, solve problems, navigate, handle
incorporate, analyze, develop and generate information to improve learning in all subject
areas, and to gain lifelong knowledge and skills in the 21st century

INFORMATION LITERACY
• Information
- data that has been collected, processed, and interpret in order to be presented in a
useable form
- Can cover processed data, knowledge (study, experience, instruction, signals or
symbols)
• Information Literacy
- a set of individual competencies needed to identify, evaluate, and use information in the
most ethical and effective way across all domains, occupations and professions
- the ability to recognize when information is needed and to locate, evaluate, effectively
use and communicate information in its various formats
• Stages to become information literate
1. Identifying/recognizing information needs
2. Determining sources of information
3. Citing or researching for information
4. Analyzing and evaluating the quality of information
5. Organizing, storing or archiving information
6. Using information in an ethical, efficient and effective way
7. Creating and communicating new knowledge
• Purpose of the questions that helps in gathering information
Who To identify the person
What To know about something
Where To locate a place
When To know specific time and date
Why To state the reason
How The way or manner in which things are done

RESPONSIBLE USE OF MEDIA AND INFORMATION


• How can we be a responsible media information user?
○ Be aware of emotions
- take time to reflect on your feeling before anything you may regret
○ Don't plagiarize
- Taking writing from an outside source without giving proper credit is a form of
plagiarism even if you found it on Facebook (use CTTO). IT'S A CRIME
○ Know your sources
- one way of supporting arguments
- Sources needs to be reliable and accurate
○ Avoid sharing personal details
- Social media posts cannot be completely deleted, and all information posted has its
unintended consequences
○ Be mindful of the rules

• Computer-Mediated Communication
is a paraglider term referring to human communication through computers
• Synchronous CMC vs Asynchronous CMC (Computer Mediated Communication)
○ Synchronous CMC
- Contact takes place in real time
- Various types of text-based online chat
○ Asynchronous CMC
- participants are not actually simultaneously online

THE EVOLUTION OF TRADITIONAL TO NEW MEDIA


• Evolution of Media from Traditional to New Media (Digital)
○ Pre-Industrial Age (Before 1700)
- people discovered fire, developed paper from plants, and forged equipment or
weapon through stone, bronze, copper and iron.
ex. Cave Painting (35,000BC), Clay tablets in Mesopotamia (2400BC), Papyrus in Egypt
(2,500BC)

○ Industrial Age (1705-1905)


- people used the power of steam, developed machine tools, established iron
production, and manufacturing of various products (including books through the use
of printing press).
ex. Telegraph (1830), Typewriter (1800), Telephone
(1876), Printing Press for Mass Production (1900s),
Motion Pictures (1890)
○ Electronic Age (1930s-1980s)
- people harnessed the power of electricity that led to electrical telegraph, electrical
circuits and the early large scale computers.
- long distance communication became more efficient
ex. Transistor Radio (1947), Television (1941), Mainframe Computer (1960), OHP and
LCD Projectors.

○ New (Digital) Age (1900s-2000s)


- use of microelectronics in the development of personal computers, handheld
devices, and wearable technology advanced.
- In this era, the Internet paved the way for quicker communication and social
network development.
- Furthermore, voice, image, sound and data are digitalized.
ex. Portable laptop (1980), Friendster (2002), Internet Explorer, Skype (2003), Google
1997, Smart Phones, Digital Technologies.

• Functions of Communication and Media


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

TYPES OF MEDIA
• Print Media
- any type of printed material that provides people with information using words and/or
photos
○ Newspaper
- is a publication printed on paper and issued regularly
- usually once a day often typed in black ink with a white or gray background
○ Magazine
- a periodical publication generally published on a regular schedule (often
weekly or monthly)
- contains variety of content
○ Direct Mail
- a common form of direct marketing, and may be employed by for-profit
businesses, charities and other non-profits, political campaigns and other
organizations
○ Book
- a written or printed work consisting of pages glued or sewn together along one
side and bound in covers
○ Brochure
- a small book or magazine containing pictures and information about a product
or service
○ Newsletter
- a bulletin issued periodically to the members of a society, business, or
organization
○ Outdoor advertising
- High visibility outdoor advertisements, especially those placed in high-traffic
highways or busy subway stations
• Broadcast Media
- Electronic transmission made through the use of computer technology such as Internet
MEDIA CONVERGENCE
• What is Media Convergence?
- phenomenon involving the interconnection of information and communication
technologies, computer networks, and media content
- The co-existence of traditional and new media
- The co-existence of print media, broadcast media (radio and tv), the internet, mobile
phones, as wells as others allowing media content to flow across
- F
• Media convergence as seen in different industries
- Communication
- Advertisement
- Education
- News
- Entertainment

MEDIA AND INFORMATION SOURCES


• Information Needs
- Refers to what an individual recognizes as the information needs, whether personal or
professional that will serve as the basis for making decisions to survive
• Different sources of information
- Media
- Internet
- Libraries
- Archives
- Museums
- Own experiences
• Ways to do Fact Checking
1. Authenticity
- Refers to information's originality or legitimacy
2. Validity
- May include accuracy and precision of information presented such that it is more
factual, less biased and error free
3. Reliability
- may include validity but it may also refer to information's relevance, whether it is up-
to-date and reliable

• Indigenous Knowledge (IR)


- ethnic or small minority information/knowledge
- local knowledge
• Indigenous Media
- is any type of media that is produced and operated by the government and the
community and separate from commercial, state-run or public broadcasting media
• Characteristic of Indigenous Media
- Oral tradition of communication
- Store information in memories
- Information exchange is face-to-face
- Information are contained within the border of the community
• Evaluating your Information Sources
a. Accuracy
- Content is grammatically correct, verifiable and cited hen necessary
a. Author
- Defines who created the content, the individual or group's credentials/expertise and
provides contact information
c. Accuracy
- Information is current and updated frequently
f. Fairness
- Content is balanced, presenting all sides of an issue and multiple points-of-view
r. Relevance
- Content is relevant to your topic or research

THE MEDIA AND INFORMATION LANUAGES: CODES, CONVENTIONS AND


MESSAGES
• Codes
- A system or collection of signs which when put together creates a meaning
- better understood when you know what a Genre is
○ Genre (French: type, class, kind)
- Is an important component for understanding literature, film, television, etc.
a. Convention
- generally accepted ways of doing something
b. Stakeholder
- Include libraries, archives, museums, internet, etc.
• Types of Codes
a. Technical
- equipment is used to tell the story (camera techniques, framing, depth of fields)
b. Symbolic
- Codes that are embedded in the technical codes (object, setting, body language)
c. Written
- the use of language style and textual layout also expresses meaning

• Fake News
- also known as junk news, pseudo-news, hoax news
- Is a form of news consisting of deliberate disinformation or hoaxes spread via traditional
news media or social media
○ Features of Fake News
a. Clickbait
- a form of false advertisement, uses hyperlink text or a thumbnail link
- yung sa YT thumbnail para panoorin mo yung video
b. Propaganda
- Stories that are created to deliberately mislead audiences
- Biased POV or political cause or agenda
c. Satire/parody
- a parody presented in a format typical of mainstream journalism
- satire because of its content
d. Sloppy journalism
- Authors/journalist may publish a story with unreliable information
e. Misleading heading
- Stories that are not completely false
- Can be distorted using misleading headlines
f. Biased or Slanted News

• Types of Intellectual Property Rights


a. Copyright
- simply taken from the words "copy" and "right"
- legal terms used to describe the rights that creators have over the literacy and
artistic works
- includes books, music, paintings, sculpture and films, to computer programs,
databases, advertisements, maps and technical drawings
- The validity period of Copyrighted works is the Lifetime of the author + 50 years
after death
COPYRIGHT VALIDITY PERIOD
Literary works During the lifetime of author + 50 years
Art 25 years from the date of creation
Photographic work 50 years from publication
Audio Visual Work 50 from publication
Sound Recording 50 years from your recording took place
Broadcast Recording 20 years from the date of broadcast
- The cases if copyright infringement focus more on the quality than on the quantity
of what have been copied
• Invention
- Are something that has never been made before, or the process of creating something
that has never been made before
a. Patent
- about inventions
- Is an exclusive right for an invention
- Provides the patent owner with the right to decide how, or whether the invention
can be used by others
- Valid for 20 years from the filing date of the application
Requirements for Patentability
 Novelty - is it similar to another invention?
 Solution to a Problem - what problem does it solve?
 Industrially Applicable - can it be used by a certain industry
 Inventive Step - is the said solution obvious to an expert in the field?
b. Trademark
- a visible sign used to distinguish the goods or services of an individual or
enterprises
- a trademark application requires the company or user to provide a clear description
and representation of the mark and its uss in conjunction with associated products
or services
TM - trademark, valid and renewed every 10 years
- Everyone can have trademark but there are no protection
R - trademark that is already registered
LOGOS - are design used by an organization on its letterhead, advertising material, and
signs as an emblem by which the organization can easily be recognized

c. Industrial Design
- Contributes the ornamental or aesthetic aspect of an article
- may consist of three-dimensional features, such as the shape or surface of an
article, or of two-dimensional feature, such as patterns, lines or color
- industrial design protects
d. Geographical Indication and Appellation of Origin
- are signs used on goods that have a specific geographical origin and possess
qualities, a reputation or characteristics that are essentially attributable to that place
of the origin
- Includes the name of the place of origin of the goods
ex. Baguio's Best Strawberry Jam, Cebu's Famous Dried Mango, Nueva Ecija's Rice,
etc.

• Trade Secret
- Provides an enterprise with a competitive edge
- are property produces systems, devices, formulas, strategies or other information that is
confidential and exclusive to the company using them
- are intellectual property rights on confidential information which may be sold or licensed
• The use of Fair Use
- Means you can use copyright material without a license only for certain purposes
○ Commentary
○ Criticism
○ Reporting
○ Reporting
○ Research
○ Teaching
Guidelines for Fair Use
▪ A majority of the content you create must be your own
▪ Give credit to the copyright holder
▪ Don't make money off of the copyrighted work
Legal Sharing Using the Creative Commons
▪ Attribution: you must credit and creator in order to use, copy, or share the content
▪ Non-Commercial: you can' make a profit from the content
▪ No Derivative Works: you can't change the content
▪ Share Alike: you can't change the content, but you have to let other people use
your new work with the same license as the original
- you can't treat any Share Alike work that you adapt as your own

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