MEDIA AND INFORMATION ● Interactive Communication Model – is

like the Transactional Communication

LITERACY Model that take place between humans or
MEDIA - These are physical objects used to machines in both verbal or non-verbal way
communicate with, or the mass communication ● Lasswell’s Communication Model
through physical objects such as radio, television, (1948)
computers, film, etc. are communication tools or ● Shannon-Weaver’s Communication
outlets used to store or deliver information. Model (1948)
● Berlo’s SMCR Model of
INFORMATION - facts provided or learned Communication (1960)
about a certain subject, situation or event. a broad ● Osgood- Schramm Model Of
term that covers processed data, knowledge Communication (1954)
derived from study, experience, instruction, ● Interactive Communication Model
signals or symbols.
INFLUENCE OF MEDIA AND
LITERACY - ability to identify, understand, INFORMATION TO COMMUNICATION
interpret, create, communicate and compute, using
printed and written materials associated with ● essentials for the transferring of ideas in
varying contexts. many forms.
● help in interacting with the society.
MEDIA AND INFORMATION LITERACY - ● part of the educative process
refers to the essential competencies (knowledge, ● used to update one self
skills and attitude) that allow citizens to engage ● for entertainment
with media and other information providers
effectively and develop critical thinking and life-
long learning skills for socializing and becoming DIFFERENT LITERACIES
active citizens
Media Literacy - The ability to read, analyze,
COMMUNICATION - the imparting or evaluate and produce communication in a variety
exchanging of information or news. the act or of media forms.
process of using words, sounds, signs, or
behaviors to express or exchange information or Information Literacy - The ability to recognize
to express your ideas, thoughts, feelings, etc., to when information is needed and to locate,
someone else evaluate, effectively use and communicate
information in its various formats.
ELEMENTS OF COMMUNICATION
Technology Literacy - The ability to use digital
1. Sender technology, communication tools or networks to
2. Message locate, evaluate, use and create information
3. Medium
4. Receiver
5. Effect
Responsible use of Media and Information
TYPES OF COMMUNICATION MODELS
- A media and information literate
● Linear Communication Model - is a individual is a critical thinker.
straight line of communication, leading - Critical thinking is the ability to think
from the sender directly to the receiver. clearly and rationally about what to do or
● Transactional Communication Model - what to believe. It includes the ability to
is the exchange of messages between engage in reflective and independent
sender and receiver where each take turns thinking.
to send or receive message
 - A media and information literate - Abusive Content
individual behaves properly on the - Obscene Content
internet. - Offensive Content
- The word netiquette is a combination of - Negative Opinions
’net’ (from internet) and ’etiquette’. It - Poor Grammar
means respecting other users’ views and - Threats
displaying common courtesy when posting
RESPECT OTHER PEOPLE’S OPINIONS AND
your views to online discussion groups.
IDEAS ON SOCIAL MEDIA
1. Be a critical thinker
- Is thinking about your thinking while Plagiarism – the act of using another person’s
you’re thinking in order to make your words or ideas without giving a credit to that
thinking better (Paul,1992) person, the practice of taking someone else’s work
- Able to identify, analyze and solve or ideas and passing them off as one’s own
problems systematically rather than by
intuition or instinct. HOW TO AVOID PLAGIARISM
- This also to avoid being victim of fake 1. Submit your own ideas or work for
news or fake information publication.
2. Don’t share fake news 2. Put quotation marks (“ ”) around
- are news stories that are false: the story everything that comes directly from the
itself is fabricated, with no verifiable facts, text and indicate the source;
sources or quotes. 3. Paraphrase, but make sure that you are
- Sometimes these stories may be not simply rearranging the words and
propaganda that is intentionally designed cite the source
to mislead the reader, or may be designed 4. Give credits or citation to the source of
as “clickbait” written for economic every information used
incentives 5. Put references at the end of the work
Type of Fake News specially on research works

1. Misinformation – false or inaccurate CITATIONS GENERAL FORMAT

information that is mistakenly created, - Author’s Last name, First initial. (Date
intent is not to deceive. published). Title. Retrieved from URL
2. Disinformation – false information that is
deliberately created and spread to public in
order to influence public opinion or THE EVOLUTION OF TRADITIONAL TO
obscure the truth NEW MEDIA
1. PRE-INDUSTRIAL AGE (before 1700s)
OBSERVE NETIQUETTES - People discovered fire, developed
paper from plants and forges weapons
- Remember the Human and tools with stone, bronze, copper
- Applying the same standards online as and iron
we do in public.
- Refusing to empower abuse and Examples:
harassment while online - Cave paintings (35,000 BC)
- Acknowledging cultural differences - Papyrus in Egypt (2500 BC)
- Help keep flame wars under control - Clay tablets in Mesopotamia (2400
Don’t Post BC)
- Acta Diurna in Rome (130 BC)
- Profanity
 - Dibao in China (2nd Century) - OHP, LCD projector
- Codex in the Mayan region (5th
INFORMATION AGE (1980s – 2000s)
Century)
- Printing press using wood blocks (220 - Invented the Internet
AD) o Internet paved the way for faster
2. INDUSTRIAL AGE (1700s – 1930s) communication and the creation of
- People used the power of steam, the social network.
developed machine tools, established - people advanced the use of microelectronics
iron production, manufactures various with the invention of personal computers,
products including books through the mobile devices, and wearable technology.
printing press and the birth of printing
Examples:
press.
- Web browsers: Mosaic (1993), Internet
Examples:
Explorer (1995)
- Telegraph - Blogs: Blogspot (1999), LiveJournal
- Punch Cards (1999), Wordpress (2003)
- Newspaper- The London Gazette - Social networks: Friendster (2002),
(1640) Multiply (2003), Facebook (2004)
- Typewriter (1800) - Microblogs: Twitter (2006), Tumblr
- Telephone (1876) (2007)
- Motion picture photography/projection - Video: Youtube (2005)
(1890) - Augmented Reality and Virtual Reality
- Commercial motion pictures (1913) - Vide Call (Skype) 2003
- Motion picture with sound (1926) - Portable computers- laptops (1980),
- Printing press for mass production netbooks (2008), tablets (1993)
(19th century) - Smart phones
3. ELECTRONIC AGE (1930s-1980s) - Wearable technology
- the invention of the transistor
- people harnessed the power of
transistors that led to the transistor
radio, electronic circuits, and the
early computers.
- Transistors semiconductor device for
amplifying, controlling, and generating
electrical signals.
- long distance communication became
more efficient.
TRADITIONAL MEDIA – media experience is
Examples: limited, one-directional, sense receptors used are
- Transistor Radio very specific.
- Television (1941) NEW MEDIA - media experience is more
- Large electronic computers- i.e. interactive, audiences are more involved and can
EDSAC (1949) and UNIVAC 1 (1951) feedback simultaneously, integrates all the aspects
- Mainframe computers - i.e. IBM 704 of old media.
(1960)
- Personal computers - i.e. TECHNOLOGICAL DETERMINISM
HewlettPackard 9100A (1968), Apple THEORY - theorized by Marshall Mcluhan
1 (1976) (1962)
 - Technological Determinism state that way communication and involve some
media technology shapes how we as form of computing
individuals in a society think, feel, act,
SOCIAL MEDIA – a forms of electronic
and how are society operates as we
communication through which people create
move from one technological age to
online communities to share information, ideas,
another (Tribal- Literate- Print-
personal message etc.
Electronic).
MEDIA CONVERGENCE
CULTURAL DETERMINISM THEORY
- It is the co-existence of print media,
- Culture shapes the technology
broadcast media (radio and television),
- culture was considered to shape
the Internet, mobile phones, as well as
decisively the behavior before the
others, allowing media content to flow
technology was fully developed.
across various platforms.
- this suggests that culture is the
- The ability to transform different kinds
controlling factor which determines
of media into digital code, which is
how society creates and progresses
then accessible by a range of devices
technology and in addition, the way in
(ex. from the personal computer to the
which it is used.
mobile phone), thus creating a digital
ROLES OF MEDIA IN THE SOCIETY communication environment.

❑ entertaining and providing an outlet for the

imagination,

❑ educating and informing,

❑ serving as a public forum for the

discussion of important issues, and

❑ acting as a watchdog for government,

business, and other institutions.
TYPES OF MEDIA
1. PRINT MEDIA - media consisting of
paper and ink, reproduced in a printing
process. Consist of paper publications.
2. BROADCAST MEDIA - media such as
radio and television that reach target
MEDIA AND INFORMATION SOURCES
audiences using airwaves as the
transmission medium. 1. Human - a person that can be a reliable
3. NEW MEDIA - content organized and source of information which can be
distributed on digital platforms. Products through their expertise, critical
and services that provide information or observations, experiences, activities,
entertainment using computers or the creative abilities and originality
internet, and not by traditional methods 2. Library - A building, room, or
such as television and newspapers. digital organization that has a collection,
media that are interactive, incorporate two- especially of books, for people to read or
borrow, usually without payment.
 Classification of Libraries knowledge from academic institutions
2. Indigenous Knowledge - knowledge from
a. Academic Libraries serve indigenous people of community
colleges and universities.
Validating sources of information
b. Public Libraries serve cities and
towns of all types. 1. Reliability of information
2. Accuracy of information
c. School Libraries serve students 3. Value of information
from Kindergarten to grade 12. 4. Authority of the source
5. Timeliness
d. Special Libraries are in
specialized environments, such as
hospitals, corporations, museums,
the military, private business, and MEDIA AND INFORMATION LANGUAGES
the government.
Language - pertains to the technical and symbolic
ISSN - International Standard Serial Number ingredients or codes and conventions that media
and information professionals may select and use
ISBN - International Standard Book Number in an effort to communicate ideas, information and
knowledge.
1. Books
2. Encyclopedias Media Language - are codes, conventions,
3. Academic Journals formats, symbols and narrative structures that
4. Magazine indicate the meaning of media messages to an
5. Newspapers audience.
3. Internet - is an information space where Media Language
documents and other web resources are identified
by Uniform Resource Locators (URLs), 1. Codes
interlinked by hypertext links, and can be accessed a. Technical Codes
via the Internet. b. Symbolic Codes
c. Written Codes
Indigenous Media and Information - refers to 2. COnventions
the original information created by a local group a. Rrules/Standard
of people.
Media Codes - are systems of signs and symbols
This also refers to content about indigenous which creates meaning, types of codes; technical,
peoples that may be distributed through dominant symbolic, and written
forms of media or through forms of
communication unique to their people group. Technical Codes - media codes that communicate
through the use of techniques, processes and
Characteristics equipment such as camera shot etc.
1. oral tradition Basic Camera Shots
2. stored in memories
3. face-to-face exchange of information 1. Extreme Wide Shot
4. information contained within the border of 2. Wide Shot
the community 3. Medium Shot
4. Medium Close Up
Indigenous Knowledge - Indigenous knowledge 5. Close up
(IK) is a local knowledge that is unique to a 6. Extreme Close Up
given culture or society. owned, controlled and
managed by indigenous peoples in order for
them to develop and produce culturally
appropriate information in the languages Camera Angles
understood by the community.
1. Top Angle
Types of knowledge 2. High angle
3. Eye level
1. International Knowledge System - 4. low angle
 5. bottom angle 1. Message (content)
2. Audience (Reciever)
3. Producers (Sender)
a. Overshot - is when camera is
directly above action
b. High angle shot - is used to make INTELLECTUAL PROPERTY, COPY
the subjects look smaller indication RIGHT AND FAIR USE GUIDELINES
lack of power
c. Eye level angles - gives a sense of Property Rights - Property rights define the
realism theoretical and legal ownership of resources and
d. Low angle - used to make a how they can be used. These resources can be
character more powerful and larger both tangible or intangible and can be owned by
e. Under shot - is when placed individuals, businesses, and governments.
underneath the subject
f. A point-of-view shot - show Intellectual Property (IP) - refers to creations of
something from one’s perspective the mind, such as inventions; literary and artistic
works; designs; and symbols, names and images
Shot angles used in commerce

1. Low Laws protecting IP

2. Eye-level
3. High 1. World Intellectual Property Organization
4. Worm’s eye (WIPO)
5. Canted 2. RA 8293 - Intellectual Property Code of
6. Bird’s eye the Philippines

Camera Movements Common types of Intellectual Property

1. Tilt - movement of the camera upwards Copyright - a legal term used to describe the
and downward rights that creators have over their literary and
2. Pan - left to right artistic works, books, music, paintings, sculpture
3. Truck - movement of camera physically and films, to computer programs, databases,
from left to right advertisements, maps and technical drawings

Symbolic Codes - media codes that communicate Patent - an exclusive right granted for an
through the use of signs, a representation of invention, provides the patent owner with the right
characters, events and places. to decide how - or whether - the invention can be
used by others
1. Icon
2. Index Trademarks - a sign capable of distinguishing the
3. Symbol goods or services of one enterprise from those of
other enterprises.
Written Codes - media codes that communicate
through type and writing, use of language style Importance of IP
and textual layout ✔ Intellectual Property Creates and
Supports High-Paying Jobs
Type Faces ✔ Intellectual Property Drives Economic
1. Serif Types - old world, established ideas, Growth and Competitiveness
traditional, authoritative, editorial ✔ Strong and Enforced Intellectual Property
2. Sans Serif Types - new, ideas from Rights Protect Consumers and Families
Europe, impartial, corporate, factual ✔ Intellectual Property Helps Generate
3. Decorative types - are for headlines and Breakthrough Solutions to Global
come in many different ways Challenges
Media Convention - the norm that acts as a rule ✔ Intellectual Property Rights Encourage
governing behavior, are generally accepted ways Innovation and Reward Entrepreneurs
of doing something or the standards
Infringement - the action of breaking the terms of
Media Language Matrix a law, agreement, etc.; violation – Dictionary.com.
A violation of an intellectual property creation knowledge of ICT.
such as the act of using someone else's work
without obtaining their permission Computer Addiction - is the excessive use of
computers to the extent that it interferes with daily
Fair use - Fair use means you can use copyrighted life.
material without a license only for certain
purposes.
Can be used in; Cyberbullying - is a type of bullying that takes
❑ Criticism place online, or using electronic technology such
as cell phones, computers, and tablets over
❑ Commentary communication tools including social media
❑ News Reporting sites, text messages, chat, and websites.
❑ Teaching including multiple copies
for classroom use
❑ Scholarship
❑ Research
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.
Creative Commons - a global nonprofit
organization that enables sharing and reuse of
creativity and knowledge through the provision of
free legal tools.Encourages the reuse of someone's
works by offering the for use under generous,
standardized terms.

Piracy - is an unauthorized copying, reproduction,

dissemination, or distribution, importation, use,
removal, alteration, substitution, modification,
storage, uploading, downloading, communication,
making available to the public, or broadcasting of
protected material, electronic signature or
copyrighted words including legally protected
sound recordings.

Plagiarism - is an act or instance of using or

closely imitating the language and thoughts of
another author without authorization. It is also an
act of using another person's words or ideas
without giving credit to that person
Republic Act No. 8792 - E-commerce Law or
the Electronic Commerce Act of 2000 which Republic Act 10627, or the Anti-Bullying Act
protects mostly financial and commercial (the “Act”), aims to protect children enrolled in
transactions online. However, it also covers kindergarten, elementary, and secondary schools
hacking and illegal downloading of copyrighted
materials. and learning centers (collectively, “Schools”)
from being bullied. It requires Schools to adopt
Digital Divide - is an economic inequality policies to address the existence of bullying in
between groups in terms of access to, use of, or their respective institutions.
 COMMISSION - Shall refer to the National
[REPUBLIC ACT NO. 10173] Privacy Commission created by virtue of this
An Act Protecting Individual Personal Act.
Information in Information and Communications
Systems in the Government and the Private, (National Privacy Commission)
Sector, Creating for this Purpose a National
Privacy Commission and for other Purposes
PERSONAL INFORMATION
CONTROLLER - Refers to a person or
What is Privacy organization who controls the collection,
1. Physical Privacy - is fhe right to pivacy holding, processing or use of personal
in physical spaces, that is places in the information, including a person or
real world. organization who instructs another person or
2. Decisional Privacy - it us the right to be organization to collect, hold, process, use,
left alone to. make decisions for transfer or disclose personal information on his
ourselvds or her behalf.
3. Data Privacy - is the right to control
that flow of information to the
outsideworld to manage what other PERSONAL INFORMATION PROCESSOR
people know about us. Refers to any natural or juridical person
Republic Act No. 10173, also known as the qualified to act as such under this Act to whom
Data Privacy Act of 2012 (DPA), aims to a personal information controller may
protect personal data in information and outsource the processing of personal data
communications systems both in the pertaining to a data subject.
government and the private sector. The DPA
created the National Privacy Commission
(NPC) which is tasked to monitor its
implementation.
SCOPE
All those who collect , use or process
information that relates to an individual have
certain obligations:
- they must adhere to data privacy
principles;
- implement security measures for data
protection;
- uphold the rights of data subjects.
PERSONAL DATA - Any information from
which the identity of an individual is apparent.
Any information that can be put together with
other information to reasonably and directly
identify an individual
DATA SUBJECT - Refers to an individual
whose personal information is processed.