The Role of Media and Information in Communication

Media and information- two distinct elements that are intrinsically interconnected with the concept of
communication. In other words, information is one of the reasons why communication is done in the first
place and this information can be shared through media.
Types of Media: print media, broadcast media, film or cinema, and new media or the internet.

WHAT MEDIA CAN OFFER US

1. It makes the world a smaller place- as through digital media, a person can be connected to anyone else
in the world at any given time. Social media platforms brings people from different locations, background,
culture, and race together. Today’s media also creates bridges between countries and cultures without
having the need to travel physically, all we need is to look something up on the web.
2. It makes communication convenient- In the past, communicating to someone from far away meant
sending telegrams and snail mails. These modes of transfer compel people to wait for days, weeks, months,
and even years before their intended receivers obtain their message. Now, people may communicate
without having to wait long through the existence of email and various messaging sites and apps.
3. It shapes public opinion- In his book “Setting the Agenda,” Maxwell McCombs explained that mass
media shapes public opinion through its wide reach, not to mention the perceived credibility of the media,
they can sway the opinion of their audience according to the message they convey. This is perfectly
illustrated in surveys conducted before elections. When a TV network broadcasts the results of a recent
survey, they do more than just inform the public where their candidates currently stand. They also affect
the decision-making process of their listeners or viewers in the upcoming elections. For example, a person
who is already thinking about voting for “Candidate A” might suddenly switch to “Candidate B”, if they
hear that the latter is leading in the polls. This classic case of jumping on the bandwagon proves the extent
of mass media’s influence on public opinion (Gonzales, 2016).

Media Literacy, Information Literacy, and Technology Literacy

Literacy- “ability to identify, understand, interpret, create, communicate, and compute, using printed and
written materials associated with varying contexts.” (UNESCO) Literacy involves a wide range of
learning, wherein individuals able to develop their knowledge and skills, achieve their goals, and
participate fully in their community and wider society.
Information- “broad term that can cover data, knowledge derived from study, experience, or instruction,
signals, or symbols.” When you use media, information is referred to as the “knowledge of specific events
or situation that has been gathered or received by communication, intelligence, or newspapers.”

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 (digital) 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- “a set of competencies that empowers citizens to access, retrieve,
understand, evaluate and use, to create as well as share information and media content in all formats, using
various tools, in a critical, ethical and effective way, in order to participate and engage in personal,
professional and societal activities.” In simpler terms, it is the ability to effectively and efficiently create,
use, comprehend, and share information through any mediated communication. The ability to navigate the
media is a powerful and crucial skill.

MIL DEFINED

Access – What kind of media were you absorbing? How did you get to it? 
Analyze – Where you making sense of its messages? Do you need these information? 
Evaluate – Were you aware that each message was created by someone with their own goals and
opinions? 
Create – When you create media, like a Facebook post or an Instagram story, what is your
responsibility to those who view it? 
Act – What do you do with all that information you just received? Can you access or locate other
credible information sources?

KEY CONCEPTS OF MIL

1. All media messages are constructed- Messages, as products of media, are created by sources who
deliberately or unconsciously choose the quality and quantity of content they wish to send or disseminate –
what to include, what to leave out, and how to portray such information.
2. Audiences negotiate meaning- The meaning of any media product is not solely formed by the source or
its creators but a collaboration between them and the audience – which means that the different audiences
may have varied takeaways from the same content. Much like how creators have their influences in the
messages they create, we, as consumers also have our own baggage too which determines how we react to
and interpret messages
3. Media messages have commercial implications- A lot of the media messages that we consume every
day are funded by advertisements or financed by businesses. Thus, some of these content are bound to sell
a product or service or make a profit.
4. Media messages have social and political implications- The media, as vehicles of information, may
convey ideological messages about values, power, and authority. The media as the press, being the fourth
estate, also has an explicit capacity of advocacy and implicit ability to frame social and political issues.
These messages may be packaged out of conscious decisions, but more often than not, they are the results
of unconscious biases and unquestioned assumptions – and they can have a significant influence on what
we think and believe.
5. Each medium has a unique aesthetic form- You must remember that the kind, quality, and quantity of
information that you can communicate is determined by the media that you use.

BENEFITS OF MIL

1. It teaches you how to verify information and acknowledge others’ perspectives- Is this photo real or
edited? Did this person really say this statement? Is the source of this article credible? Is this post backed
with evidence? These are the things the MIL teaches you to ask. Ultimately, it compels you to discern the
credibility of information you come across especially on the Internet.
2. It encourages audiences to think critically- With critical thinking, you are able to wisely use the
information you have with you to objectively form an informed opinion or perspective about a certain
matter or issue. You are also able to discern whether these information makes sense, what it contains, and
what it lacks. You not only get to formulate your own ideas using the information you’ve acquired, but
also cite these ideas as examples to support your opinions.
3. It promotes responsible information sharing and dissemination- With the spread of false information
nowadays, MIL encourages you to step back and evaluate the truthfulness of the things you share in social
media and even those that you speak of to your friends, relatives, or colleagues.
4. It helps you identify and understand the media’s role in our culture- From the billboards to the texts
and the videos that we see around us, media tend to promote our culture in various ways. MIL makes you
conscious of these influences on your preferences, tastes, choices, and even lifestyles. This is important for
you to be aware of the extent of media’s influence on your life so as for you to evaluate whether it has been
doing you good or bad.
5. It teaches you to think and decide objectively, factually, and reasonably- Each story and information
that you see everywhere you go has a side. MIL reminds us that the messages we encounter often have
more than one side and that it is our responsibility to explore these other angles. Knowing all sides of the
story will not only keep you neutral in issues but will also help you stay aware of texts or images that are
meant to deceive its readers into picking sides, such as fake news or propaganda messages.
6. It encourages you to actively participate in public affairs as a citizen- Media keeps you updated with
what’s happening in current affairs. Have the opportunity to voice out your opinions, whether literally or in
social media, gives you the ability to actively engage in public discourse, healthy conversations, where the
views of people may affect the collective opinion of others regarding a certain issue. If done correctly,
sending out a voice or starting a movement through social media can also make an impact in government
affairs or make a similar change in the world.
7. It teaches you to create your own content responsibly- Media creators aren’t only those who work
under the media industry. In reality, even our Facebook posts or tweet are already a form of media. You, in
turn, are creating a piece of information that you’re willing to share, and each post that you share on social
media contains information that you are responsible for.
8. It makes you better appreciate media products- MIL makes you more familiar of how media
messages and productions are created, developed, improved, packaged, advertised, and disseminated. Your
knowledge on these make you value more the work and effort poured into making such products.
Moreover, as you view or listen products of art through media, you are able to appreciate not only its
entertainment value but also its technical aspects.