MEDIA AND INFORMATION LITERACY

Communication
 The act or process of using words, sounds, signs, or behaviors to express or exchange
information or to express your ideas, thoughts, feelings, etc., to someone else.
 The act of transferring information from one place, person, or group to another.
Elements of Communication
 Communicator or Sender - a person who is able to convey or exchange information,
news, or ideas
 Message - a verbal, written, or recorded communication sent to or left for a recipient who
cannot be contacted directly
 Medium or Channel - a system of communication by which information is transmitted
between the sender and the receiver
Four Mediums of Communication
o Verbal
o Non-verbal
o Written
o Visual
 Receiver - the listener, reader, or observer to whom a message is directed; aka. the
audience or decoder
 Effect - a change which is a result or consequence of an action or other cause
Models of Communication
 Aristotle Model of Communication
o a speaker-oriented model
o a one-way model, from speaker to receiver
 Berlo’s Model of Communication
o focuses on encoding and decoding
o composed of sender, message, channel, and receiver
 Shannon and Weaver Model of Communication
o follows the concepts of communication in a liner fashion from the sender
 Schramm’s Model of Communication
o most commonly taught and widely used theory of communication
o adding field of experience that each communicator brings to an interaction
 Helical Model of Communication
o proposed by Frank Dance in 1967
o helical comes from helix which means an object having a 3D shape
o communication as a dynamic and non-liner process
Media - the means of communication that reach large numbers of people, such as television,
newspapers, and radio.
Information - a knowledge communicated or received concerning a particular fact or
circumstance.
Roles of Media in the Society
1. Act as channels of information and knowledge.
2. Facilitate informed debates between diverse social actors.
3. Provide us with much of what we learn about the world beyond our immediate
experience.
4. A society learns about itself and builds a sense of community.
5. A watchdog of government in all its forms, promoting transparency in public life and
public scrutiny.
6. Essential facilitators of democratic processes and one of the guarantors of free and fair
elections.
7. A vehicle for cultural expression and cultural cohesion within and between nations.
8. An advocate and social actor while respecting pluralistic values.
Media and Information Literacy
 A combination of knowledge, attitudes, skills, and pratices required to access, analyze,
evaluate, use, produce, and communicate information and knowledge in creative, legal,
and ethical ways that respect human rights.
 The set of competencies to search, critically evaluate, use, and contribute information and
media content wisely.
Media Literacy
 The ability to identify different types of media and understand the messages they are
sending.
 All media shares one thing: someone created it. And it was created for a reason.
 to access, analyze, evaluate, and create messages in a variety of form
 inquiry and self-expression
Information Literacy
 The information that we encounter is not always accurate or high-quality.
 strategic online searches, judging the legitimacy of online sources, sifting out
misinformation, and recognizing advertising
Technology (Digital) Literacy
 A familiarity with digital information and devices, essential in a modern learning
environment.
 well-versed in thinking critically and communicating by utilizing technology
Definition of Terms
 Digital Access – the ability to fully participate in digital society
 Digital Literacy - the ability to use digital technology, communication tools, or networks
to locate, evaluate, use, and create information
  Ettiquette - properties of conduct as established in any class or community for any
occasion
 Flame War - series of angry, critical, or disparaging comments by two or more people in
an ongoing online argument
 Netiquette – set of rules for behaving properly online
Core Rules as a Responsible Online User
1. Remember the Human
2. Adhere to the same standards of behavior online that you follow in real life
3. Know where you are in cyberspace
4. Respect other people's time and bandwidth
5. Make yourself look good online
6. Share expert knowledge
7. Help keep flame wars under control
8. Respect other people's privacy
9. Don't abuse your power
10. Be forgiving of other people's mistakes
Traditional Media
 Any form of mass communication available before the advent of digital media.
 This includes television, radio, newspapers, books, and magazines.
New Media
 content made available using different forms of electronic communication through
computer technology
 content available on-demand through the Internet
 can be viewed on any device and provides way for people to interact with the content in
real-time
The Prehistoric Age – people had learned or discovered fire, developed paper from plants, and
forged weapons and tools
 cave paintings (35,000 BC)
 clay tables in Mesopotamia (2400 BC)
 dibao in China (2nd Century)
 acta diurna (Rome, 130 BC)
 papyrus in Egypt (2500 BC)
 printing press using wood blocks (220 AD)
 codex in the Mayan region (5th Century)
The Industrial Age (1700s – 1930s) – people discovered the use of power steam, developed
machine tools, and established iron production
 printings press (19th Century)
 typewriter (1800)
 telephone (1876)
  motion picture with sound (1926)
 telegraph (1840)
The Electronic Age (1930s – 1980s) – people invented and harnessed the power of transistors;
long distance communication became more efficient
 transistor radio
 television (1941)
 LCD projector (1971)
 mainframe computers i.e., IBM 704 (1960)
 personal computers i.e., Hewlett Packard 9100A (1968), Apple 1 (1976)
The Information Age (1900s – 2000s) – the Internet paved the way for faster communication and
the creation of social network
 mobile devices
 wearable technology
The 7 Stages/Elements of Information Literacy
1. identifying/recognizing information needs
2. determining sources of information
3. citing or searching 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
Types of Media
 Print Media – consisting of paper and ink, reproduced in a printing process that is
mechanical, oldest form of media
 Broadcast Media – media such as radio and television that reach audiences using
airwaves as the transmission medium
 New Media – content-organized and distributed in digital platforms, e.g., social media
Media Convergence
 bringing together the old and new form of media
 the co-existence of traditional and new media; the coexistence of print media, broadcast
media
 allowing media content to flow across various platforms creating a digital communication
environment
Media Effects – the influence of media exposure on people, can be positive or negative
1. Third-party Theory – mass media messages have a greater effect on others than on
themselves, based on personal biases
2. Reciprocal Theory – when a person/event gets media attention, it influences the way the
person acts or the way the event functions
3. Boomerang Effect – media-induced change that is counter to the desired change
 4. Cultivation Theory – media exposure shapes our social reality by giving us a distorted
view on the amount of violence and risk in the world
5. Agenda-setting Theory - mass media determine what we think and worry about public
reacts not to actual events, but to the pictures in our head
Six Key Concepts in Media Analysis
1. All media messages are “constructed.”
2. Each medium has different characteristics, strengths, and a unique “language” of
construction.
3. Media messages are produced for particular purposes.
4. All media messages contain embedded values and points of view.
5. People use their individual skills, beliefs, and experiences to construct their own
meanings from media messages.
6. Media and media messages can influence beliefs, attitudes, values, behaviors, and the
democratic process.
Information Sources
 Indigenous Media
o traditional knowledge are reflection of one’s culture
o native, local originating or produced naturally in a particular region; unique to a
given culture or society
o Indigenius communication – transmission of information through local channels
or forms
 Library
o a place set apart to contain books, periodicals, and other material for reading,
viewing, listening
o Reliable, Accurate, Valuable
o ISSN or ISBN registration ensures that standards were followed in producing
these materials
o different sections include:
 Periodical - houses journals, magazines, newspapers, and other serial
literature; cataloged according to DDC scheme; for room use only
 Archive - materials which depict the history of the university and research
made by faculty and staff; accreditation documents of the University
Library
 Reference - a collection of extensive general reference materials
 Circulation - the major library collection covering the different areas of
discipline; open shelf system; all books may be borrowed for overnight
use
 Filipiniana - publications about the Philippines—cultural, political, social,
religious, economic, and others
 Internet section - enables students to access information through the
internet
  Reserve – books that are in demand, limited in copies, and newly
acquired; users are not allowed to enter this section
 AVR section - provides an audio-visual support service to facilitate the
teaching and learning activities
 E-Library section - to have access to e-resources from authorized
databases which the university has subscribed
 Internet
o a vast computer network linking smaller computer networks worldwide
o commercial, educational, governmental, and other networks, all use the same set
of communications protocols
o it is more difficult to determine its reliability and accuracy
Media Language
 the way in which the meaning of a media text [message] is conveyed to the audience
 to convey meaning through signs and symbols
 Semiotics – the study of signs and symbol and their interpretation; meanings are
constructed
o Signifier – that which carries the meaning
o Signified – the actual meaning that is carried
Codes – systems of signs, which create meaning
 Technical Codes
o the ways in which equipment is used to tell the story; gives emphasis on the
technicalities
o some common camera movements
 Track – moves in tow or parallel with the focus
 Pan – slides from one point to another
 Zoom – zooms in/out of the focus
 Tilt – slants away from the normal line
 Symbolic Codes
o show what is beneath the surface of what we see—beyond its physical and raw
meaning (denotation)
o may include language, dress, or actions of characters or iconic symbols that are
easily understood or associated (connotation)
o relies heavily on visual representations
 Written Codes
o the formal written language used in a media product; text-dependent
Conventions
 repeated ways of constructing media works, using codes that have become accepted by
audiences
 e.g., a scene of a car chase will include dramatic music
Stakeholders
  entities that may be the sources of information—the information providers
Intellectual Property
 creations of the mind, such as inventions, literary and artistic works, designs, symbols,
names, and images used in commerce
 any product of the human intellect that the law protects from unauthorized use by others
 an umbrella term for a set of intangible assets that are not physical in nature
Intellectual Property Code of the Philippines
 Republic Act 8293
 created to combat the illegal use and ownership of original work without legal permission
 This law covers the following types of intellectual property: copyright, patent, trademark,
industrial design, and geographical origin
Copyright, ©
 a legal term used to describe the rights that creators have over their literary and artistic
works
 works covered by copyright range from books, music, paintings, sculpture, and films, to
computer programs, databases, advertisements, maps, and technical drawings
Patent
 an exclusive right granted for an invention
 provides the patent owner with the right to decide how or whether the invention can be
used by others
 the patent owner makes technical information about the invention publicly available in
the published patent document
Trademark, ™ / ®
 a sign capable of distinguishing the goods or services of one enterprise from that of
others
 refers to a brand name, logo, and slogan
Industrial Design
 any composition of lines, colors, or any 3D form provided that such composition gives a
special appearance and can serve as pattern for an industrial product or handicraft
 refers to the ornamental or aesthetic aspects of a product
Geographical Indications
 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 origin
 a trademark with the location
Infringement
 any violation of intellectual property law constitutes infringement and is punishable by
law
 examples are plagiarism and piracy
Plagiarism
 claiming or appearing to claim, another’s work as your own by not acknowledging it
 classfied into two: source not cited, and source cited
Source Not Cited
 The Ghost Writer - turns in another’s work, word-for-word, as his or her own
 The Photocopy - copies significant portions of text, without alteration
 The Potluck Paper - copies from several different sources, tweaking the sentences to
make them fit
 The Poor Disguise - altered the paper’s appearance slightly by changing keywords and
phrases
 The Labor of Laziness – takes time to paraphrase most of the paper from other sources
and make it all fit
 The Self-stealer - “borrows” generously from his or her previous work
Source Cited
 The Forgotten Footnote - mentions an author’s name but neglects to include specific
information
 The Misinformer - provides inaccurate information regarding the sources
 The Too-Perfect Paraphrase - properly cites a source but neglects to put quotation marks
on the text that has been copied word-for-word
 The Resourceful Citer - properly cites all sources, paraphrasing, and uses quotations
appropriately; the paper contains almost no original work
 The Perfect Crime - properly quotes and cites sources in some places, but goes on to
paraphrase other arguments without citation
Piracy
 the unauthorized use, copying, reproduction, or distribution of products that have IP
rights protection
 e.g., unauthorized mass production of DVDs
Fair Use
 the use of copyrighted material without a license only for certain purposes
 can be for commentary, criticism, reporting, research, and teaching
Guidelines for Fair Use
1. A majority of the content you create must be your own.
2. Give credit to the copyright holder.
3. Do not make money off the copyrighted work.
Creative Commons,
 an American non-profit organization devoted to expanding the range of creative works
available for others to build upon legally and to share
 they released several copyright licenses known as Creative Commons licenses free of
charge