MEDIA AND INFORMATION TECHNOLOGY

LESSON 1

Communication – is broadly defined as the imparting and exchanging of news

or information.
Message – referring to any form of communication (information, feelings, and
ideas) passed or transmitted using channels.

Types of Communication
1. Interpersonal Communication - is a form of communication that involves
2 or 3 individuals interacting through the use of their voices and bodies.
● Verbal Communication - Spoken words and written signs and symbols
are used.
● Non-verbal Communication - is sending and receiving of wordless
messages. Such as Appearance, Body language and Sound.
2. Mediated Interpersonal Communication - Technology stands in between
the parties communicating and become the channel by which the message
is sent or received.
3. Mass Communication - Communication takes place in a large group of
people.
● Organizational Communication - People communicate in a
working environment.
● Public Communication - involves one person communicating to a
large number of people in a public place.

COMMUNICATION PROCESS

Media - The physical objects used to communicate with, or the mass

communication through physical objects such as radio, television, computers,
film, etc. It also refers to any physical object used to communicate messages.
Information - A broad term that covers processed data, knowledge derived from
study, experience, instruction, signals or symbols.
Literacy - The ability to identify, understand, interpret, create, communicate and
compute, using printed and written materials associated with varying contexts.
Literacy involves a continuum of learning wherein individuals are able to achieve
their goals, develop their knowledge and potential, and participate fully in their
community and wider society.
Media Literacy - The ability to access, analyze, evaluate, and create media in a
variety of forms. It aims to empower citizens by providing them with the
competencies (knowledge and skills) necessary to engage with traditional media
and new technologies.
Information Literacy - The ability to recognize when information is needed, and
to locate, evaluate, and effectively communicate information in its various
formats.
Technology Literacy - The ability of an individual, either working independently
or with others, to responsibly, appropriately, and effectively use technological
tools. Using these tools an individual can access, manage, integrate, evaluate,
create and communicate information.
Media and Information Literacy - The essential skills and competencies that
allow individuals to engage with media and other information providers
effectively, as well as develop critical thinking and life-long learning skills to
socialize and become active citizens.
Media Habits - Pertains to a person’s normal use of media.
Media Lifestyle - Refers to a person’s use of media based on his or her lifestyle
which includes the styles, interests and individuals attitudes.
Media Preferences - Pertains to a person’s choice of media platform. Individual
media preferences may be affected by the accessibility, availability, affordability
and more convenient media platform.

BENEFITS OF BEING A MEDIA AND INFORMATION LITERATE

● Significant Improvement in the quality of life
● Greater political participation
● Better economic opportunities
● Improved learning environment
● Developed and unified social units

ROLE OF MEDIA AND INFORMATION IN EFFECTIVE COMMUNICATION

● It makes the world a smaller place
 ● It makes communication convenient
● It shapes public opinion

Media Producers - as someone who oversees projects (e.g. FILMS, TV

SHOWS) from conception to completion and may also be involved in the
marketing and distribution process.
Media Users - refers to the audience or consumers of media.

PRODUCERS AND USERS OF MEDIA MAY HAVE THE FOLLOWING

PURPOSES:
● To inform
● To educate
● To entertain
● To advocate
● To promote business
● To increase network

LESSON 2

Evolution of Media
1. Pre-Industrial Age (Before 1700s)
2. Industrial Age (1700s-1930s)
3. Electronic Age (1930s-1980s)
4. Information Age (1980s-2000s)

Timeline of Media
1. Pre-Industrial Age (Before 1700s) - People discovered fire, developed
paper from plants, and forged weapons and tools with stone, bronze,
copper and iron.
➢ Cave Writings (35000 BC) - In Bulgaria, the Magura cave is among
the most important caves within the north-western portion of the
country. Its cave walls square measure adorned by prehistoric cave
paintings that go back around 8000 to 4000 years past. Over 700
drawings were discovered on its cave walls.
➢ Clay tablots In Mosopotamia (2400 BC) - Early Writing Tablet
recording the allocation of beer, 3100-3000 B.C.E, Late Prehistoric
period, clay, probably from southern Iraq. Trustees of the British
Museum. The symbol for beer, an upright jar with pointed base,
 appears three times on the tablet Beer was the most popular drink in
Mesopotamia and was issued as rations to workers.
➢ Printing press using wood blocks (220 AD) - This is a technique
for printing text, images or patterns used widely throughout East
Asla and originating in China In antiquity as a method of printing on
textiles and later paper. As a method of printing on cloth, the earliest
surviving examples from China date to before 220 AD.
➢ The Boxer Codex - is a manuscript presumably written around
1594, Contains illustrations of Filipinos at the time of their initial
encountered with the Spaniards.
➢ Papyrus in Egypt (2500 BC) - Papyrus is a material similar to thick
paper used in ancient times as writing Osurface. It was made from
pith of papyrus plant.
➢ Acta Diurna in Rome (130 BC) - ("Daily Events", or the "Daily
Public Record"), were carved on stone or metal and presented in
message boards in public places. These are thought to be the first
daily gazettes.
➢ Dibao in China (2nd Century) - contained official political
announcements, and news from the Chinese imperial central
government or local governments.
2. Industrial Age (1700s-1930s) – people used the power of steam,
developed machine tools, established iron production and the
manufacturing of various products (including books through the printing
press).
➢ Typewriter – a mechanical or electromechanical machine for writing
characters similar to those produced by printer’s movable type. A
typewriter operates by means of keys that strike a ribbon to transmit
ink or carbon impressions onto paper. Typically, a single character is
printed on each key press. (William Austin in 1829.)
➢ Telegraph (1837) – a communication system that sends information
by making and breaking an electrical connection. It is most
associated with sending electrical current pulses along a wire with
Morse code encoding. (Samuel Morse)
➢ Telephone (1876) – this device allowed people to communicate with
other people living in a longer distance. (Alexander Graham Bell)
➢ Phonograph (1877) – this tool was known as the “Record Player”.
(Thomas Alva Edison)
 ➢ Motion Pictures (1890) – a series of pictures projected on a screen
in rapid succession positions slightly changes so as to produces the
optical effects of a continuous picture in which the objects move.
(Louis Aime Augustin Le Prince)
➢ Printing Press – a device for applying pressure to an inked surface
resting upon a print medium (such as paper or cloth), thereby
transferring the ink. Typically used for texts, the invention and
spread of the printing press was one of the most influential events in
the second millennium.
➢ Printing Press (1816) – a device that allows for the mass
production of uniform printed matter, mainly text in the form of
books, pamphlets and newspapers. (Charles Mahon & Earl
Stanhope)
➢ Radio – is a sound communication by radio waves, usually through
the transmission of music, news, and other types of programs from
single broadcast stations to multitudes of individual listeners
equipped with radio receivers.
➢ Letters – writing a letter is a form of communication that occurred
throughout the industrial age, it is used in order to express, talk,
chat, etc.
➢ Newspapers – a publication usually issued daily, weekly, or at other
regular times that provides news, views, features, and other
information of public interest.
➢ Books – a medium for recording information in the form of writing or
images typically composed of many pages bound together and
protected by a cover.
3. Electronic Age (1930s-1980s) – the invention of the transistor ushered in
the electronic age. People harnessed the power of transistors that led to
the transistor radio, electronic circuits and the early computers. In this age,
long distance communication became more efficient.
➢ Transistor Radio (1954) – by early 1954, Texas Instruments (TI)
had perfected production to the point that transistors became cheap
enough for use in consumer items. TI decided that a portable,
handheld radio offered the most mainstream application of the new
technology and approached several large corporations about
producing the radio.
➢ Television (1941) – the television began its popularity in the 1940s.
It was a novel item that everyone wanted to have. People were
 amazed that they could go from simply hearing voices on the radio
to seeing their faces as they spoke. The television opened the doors
of a variety of new experiences for all Americans. This technology
seemed like a large leap for society at the time as it began to shape
daily routines.
➢ Apple 1 Computer (1976) – April 11, 1976, Apple releases its first
Computer the Apple 1. Designed and hand-built by Steve Wozniak,
the computers are sold wholesale by “Steven” Jobs.
➢ EDSAC (Electronic Delay Storage Automatic Calculator) (1949)
– is an early British computer to be first stored program electronic
computer.
➢ OHP, LCD Projectors
➢ ARPANET (1969) – is a large area-wide network created by the US
military. US DEFENSE ADVANCED RESEARCH PROJECTS
AGENCY (ARPA).
➢ Internet (1971) – called simply “The Net”, is a worldwide system of
computer networks.
History of the Internet
★ ARPA (1958)
★ Arpanet (1962)
★ IMP (1965)
★ NSFNET (1983)
★ S (1993)
★ WWW (1995)
4. Information Age (1900s-2000s) – the Internet paved the way for faster
communication and the creation of the social network. People advanced
the used of microelectronics with the invention of Personal Computers,
mobile devices, and wearable technology. Moreover, voice, image, sound
and data are digitalized. We are now living in the information age.
➢ The Computer – considered by most historians to be the first truly
portable computer was the Osborne 1.
➢ Internet (1971) – is the Global Wide Area Network Connecting
Uncountable Number of computers to the Web and each other.
➢ Social Media – Facebook, American company offering online social
networking services. Facebook was founded in 2004 by Mark
Zuckerberg, Eduardo Saverin, Dustin Moskovitz, and Chris Hughes,
 all of whom were students at Harvard University. Facebook became
the largest social network in the world.
➢ Smart Phone – is a cellular telephone with an integrated computer
and other features not originally associated with telephones such as
an operating system, web browsing, and the ability to run software
applications.
➢ Wearable Technology – is any technology that is designed to be
used while worn.
➢ Cloud Storage – is a model of computer data storage in which
digital data is stored in logical pools, said to be on “the cloud”.
Roles and Functions of Media
1. Channel – provides opportunities for people to communicate, share ideas,
speculate, tell stories and give information.
2. Watchdog – exposes corrupt practices of the government and the private
sector.
3. Resource Center – acts as gateway of information for the society’s
consumption.
4. Advocate – through its diverse sources of formats, it bridges the gap of
digital divide.

Types of Media
➢ Print Media - This type of news media used to be the only way of
delivering information to the public.
★ Comics – printed material that causes laughter amusement to the
readers.
★ Brochures – a type of booklet that includes everything about one
company. They are either distributed with the newspapers, or hand
over to people.
★ Magazines – printed on a weekly, monthly, quarterly, or annual
basis. It contains information about finance, food, lifestyle, fashion,
sports, etc.
★ Banners – used to advertise a company’s services and products, or
sights to attract people’s attention.
★ Books – focused on a particular topic or subject, giving the reader a
chance to spread their knowledge about their favorite topic.
★ Billboards – huge advertisements created with the help of
computers.
★ Flyers – used mostly by small companies due to the low cost of
advertising.
★ School Newspaper – newspaper about the school.
★ Newspapers – printed and distributed on a daily or weekly basis.
Parts of Newspaper
1. Headline – the words printed in large types across the
top of a newspaper article to catch the reader’s
attention.
2. Byline – is a short phrase or paragraph that indicates
the name of the author of an article.
3. Dateline – the words at the beginning of a news article
that tells when and where the article was written.
4. Lead – is an opening paragraph that gives the audience
the most important information of the news story in a
concise and clear manner, while still maintaining the
reader’s interest.
5. Body – is the main section of your newspaper article.
6. Tail – contains the less important information which is
often omitted by the newspaper editor if there is not
enough space left in the newspaper.
Section in a Newspaper
1. Weather
2. Sports
3. Classifieds
4. News
5. Entertainment
6. Obituaries
Types of News Articles
1. News Article – these are found at the front of a
newspaper. They inform readers about things that are
happening in the world or in the local area.
2. Feature Article – a detailed report on a person, an
issue, or an event. These explore news stories in more
depth.
3. Editorial Article – an article in which the people who
run a newspaper give their opinion on an important
issue.
 ➢ Broadcast Media - Describes the traditional forms of media that include
television and radio.
➢ Film/Cinema - The term “film” is commonly applied to movies of an artistic
or educational nature and is not expected to have broad, commercial
appeal.
➢ Video Games (Digital Games) - Any various interactive games played
using specialized electronic gaming device or a computer, along with a
means to control graphic images.
➢ New Media - As “forms of communicating in the digital world, which
includes publishing… most significantly, over the Internet. It implies that
the user obtains the material via desktop and laptop computers,
smartphones and tablets.

Media and Information Sources

Information can come from virtually anywhere – media, blogs, personal
experiences, books, journal and magazine articles, expert opinions,
encyclopedias, and web pages.
➢ Library – 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. Indigenous
➢ Knowledge – knowledge that is unique to a given culture or society. IK
contrasts with the international knowledge system generated by
universities, research institutions and private firms (Warren 1991).

Types of Sources
➢ Books
➢ Articles
➢ Newspapers
➢ Internet
➢ Reference Books
➢ Magazines
➢ Academic Journals

Evaluating Information
➢ Accuracy – content is grammatically correct, verifiable and cited when
necessary.
➢ Author – defines who created the content, the individual or group’s
credentials/expertise and provides contact information.
➢ Currency – information is current and updated frequently.
➢ Fairness - content is balanced, presenting all sides of an issue and
multiple points-of-view.
➢ Relevance – content is relevant to your topic or research.