MEDIA AND

INFORMATION LITERACY
Quarter 1 – Module 1:
Introduction to Media and
Information Literacy
 What I Need to Know

This module was designed and written with you in mind. It is here to help you
master the context of Media and Information Literacy. It contains varied activities
that can help you as a Senior High School student to not just be an information
literate individual, but a creative and critical thinker as well as responsible user and
competent producer of media and information.

The module contains lesson in Introduction to Media and Information

Literacy.

After going through this module, you are expected to:

1. Describe how communication is affected by media and information.
2. Identify the similarities and differences of media, information, literacy,
and technology literacy.
3. Discuss responsible use of media and information.
 Introduction to Media and
MIL Information Literacy

What’s In

In today’s age of misinformation and fake news, one of the most critical 21st
century skills you need to learn is information literacy.

The reality is, we live in a world where the quality of information we receive
largely determines our choices and ensuing actions, including our capacity to enjoy
fundamental freedoms and the ability for self-determination and development.
Driven by technological improvements in telecommunications, there is also a
proliferation of media and other information providers through which vast amounts
of information and knowledge are accessed and shared by citizen (Karklins, J.,
UNESCO).

In this fast-paced technology-driven time, we are bombarded with various

information here and there, in the convenience of a click, right in the comforts of our
very own homes. Being Senior High School students, you are expected to be literate,
not just in terms of numbers and letters, but to be able to fully grasp up to what
extent information may be used and distributed.

What’s New

Without consulting other sources of information, ask yourself what the

following words means to you:

o Communication
o Media
o Information
o Technology
o Literacy
Try to compare your own understanding of these terms to those presented in
this module. How similar or different are your ideas with those in the discussion.
 What is It

What is communication?
Communication is a process by which information is exchanged between
individuals through a common system, signs, or behavior (Merriam Webster
dictionary). It the process by which messages or information is sent from one place
or person to another, or the message itself. (Cambridge.org Dictionary)

The Two (2) Basic Types of Communication

1. Verbal – it can be oral and
written communication.

2. Non-verbal – are signs,

symbols, colors, gestures,
body language, facial
expression

Video presentation about the two (2) basic types of communication.

1. Verbal - https://www.youtube.com/watch?v=AuN_eWIrns4
2. Non-verbal - https://www.youtube.com/watch?v=C8lMW0MODFs

Seven (7) Major Elements of Communication Process

Element Descriptions
1. Source - The source is the person (or thing) attempting to share
information
- The only qualifications necessary for a source:
o an origin of information
o An ability to transmit this information, through a
channel, to a receiver.

2. Message - It is simply the information you want to communicate

- Producing meaning has several criteria:
o First, the object or the speaker has n inherent meaning,
maybe through being a local celebrity.
 o Second criterion would be his or her image, activing as
a symbol or representation of the meaning of the object
(a well-dressed, professional and successful person)
o Third criterion is interpretation or derived meaning. If
the object and image are successful, then audience will
leave with an understanding of how to proceed toward a
life of personal fulfillment.

3. Encoding - It is the process of assembling the message into a

representative design with the objective of ensuring that the
receiver can comprehend it.
- Communication is only established when it results in both
the source and the receiver understanding the same
information

4. Channel - An encoded message is conveyed by the source through a

channel.
- There are numerous channel categories, verbal, non-verbal,
or non-personal, etc.
- A channel could be the paper on which words are written, or
the Internet acting in the client-server model that is allowing
you to read these words right now.
- A good communicator is one who understands which
channels to use under different circumstances.
Unfortunately, there is no perfect channel. All channels have
strengths and weaknesses (smartphones are great, for
example, but a marriage proposal is best done in person)

5. Decoding - This is where listening, and reading directions carefully,

makes its claim to fame.
- As we discussed in Encoding, communication is only
successful when it results in both the source and the receiver
understanding the same information
- For this to happen, there can be no errors inn processing.
- The most common among there would be, for example, a
first-grader sitting in on a lecture on different equations, i.e.
decoding is impossible if the decoder cannot even
understand the message.

6. Receiver - Ultimately, the message is delivered to the receiver.

- A good communicator takes the receivers preconceptions,
and frames of reference into consideration; how they will
react, where common ground is shared, their sense of
humor, their moral conduct, etc.
- All of these things will affect how the receivers decode
messages.

7. Feedback - A better word might be ‘reaction” or “responses”.

 - The source judges its success based on the feedback it
receives, so pay close attention.
- If Google’s servers crashed tomorrow, there would be a lot of
confused sources.
- The same would be true if you delivered a flawless marriage
proposal, only receive a look of bewilderment and horror.
- Feedback is moment of reckoning. Whether things go right
or wrong it serves as one of the most important learning
opportunities we have.

Comparison Between Feedback and Response

As nouns, the difference between response and feedback is that response is
(senseid) an answer or reply, or something in the nature of an answer or reply while
feedback is critical assessment on information produced.
Below are some examples of feedback, and replies.

Example #1.
Kim: Hey, did you listen to my new podcast? What do you think of it?
Erin: I listed to it this morning. It was great! (The second sentence is feedback about
Kim’s podcast.)

Teacher: Do you have some suggestions for how the lesson could be better?
Student: Yes. It would be helpful if you provided some worksheets for us to practice
with. (this is feedback to help the teacher improve the lesson.)

The Origin of the Word “Media”

The original means of mass communication were print – magazines, journals,
and newspapers – and their collective was already in place: publications. Soon after,
radio and television were added to the mix. However, the term “publications” would
not stretch to fit. Needing a term that would encompass all these means of
communication, writers borrowed the term ‘media” from advertising people, and used
it since then to accommodate there means of communication and even the newer
ones, such as the internet. (Turow 2009)
Categories of Media

Category Example
Modality Text
Format Digital or analog
Way of transmitting Electromagnetic or radio waves, light waves
Mass media form TV, radio, print, internet, telephone, or
mobile

The media modality refers to the nature of message, whether it is relayed using
text, audio, video, graphics, animation, or a combination of any of this. The media
format is the way the data is arranged. The or massage may be transmitted through
radio waves (for audio) and light for other modalities. The mass media form refers to
the particular media technology to which the message is transmitted.

Media Literacy

Media Literacy is the ability to access, analyze, response to a range of media.

It also evaluates 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.

Media literacy uses forms of communication and produces ways of

communication. It is about media content. It builds an understanding of the role of
media in society as well as essential skills of inquiry and self-expression needed for
democratic citizens.

Example of “range of media” are: print, moving images, other hybrid forms
such as multimedia text.

Access – denotes the knowledge of where to find these forms of media. It might
mean having access to cable, knowing how to play the DVD player, knowing how to
adjust setting and knowledge where to access the media texts that are crucial to your
life and to your community.

Analysis – includes thinking reflectively and critically on what has been read,
seen or experienced, and its implications to oneself and to one’s community.

Response – includes the ability to experience and explore the pleasures of the
media text, and how these are realized through the language of the media.

If you have access to the internet, follow this YouTube video link about”
What is media literacy?
 https://www.youtube.com/watch?v=GTL0_
tJEVD0&feature=youtu.be

https://www.youtube.com/watch?v=GIaRw
5R6Da4&feature=youtu.be

“What is media literacy?”

Information Literacy
Information Literacy is the ability to recognize when information is needed,
and to locate, evaluate, and effectively communicate information in its various
formats.
The information literacy is about using, managing, gathering, and verifying
information. It is about library science. Students learn how to evaluate the quality,
credibility, validity of websites, and give proper credit from effective search strategies
to evaluation techniques.

Technology (Digital) Literacy

Technology Literacy is 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.
Technology literacy is applying new found knowledge from digital
environments, participating in digital media, organizing, and evaluating information.
Also, it is the ability to effectively use technology to access, evaluate, integrate, create,
and communicate information to enhance the learning process through problem-
solving and critical thinking. Source: MIL Curriculum Guide for Teachers by UNESCO,
2011
Media and Information Literacy
Our brains depend on information to work optimally. The quality of
information we engage with largely determines our perceptions, beliefs and attitudes.
It could be information from other persons, the media, libraries, archives, museums,
publishers, or other information providers including those on the internet.
Media and information literacy (MIL) provides answers to the questions that
we all ask ourselves at some point. How can we access, search, critically assess, use
and contribute content wisely, both online and offline? What are the ethical issues
surrounding the access and use of information? How can we engage with media and
ICTs to promote equality, intercultural and interreligious dialogue, peace, free dom of
expression and access to information?
Media and information Literacy recognizes the primary role of information and
media in our everyday lives. It lies at the core of freedom of expression and
information – since it empowers citizens to understand the functions of media and
other information providers, to critically evaluate their content, and to make
informed decisions as user and producer of information and media content.
Media literacy, information literacy, and technology literacy are all similar in
terms of goals. They all share the common goal of cultivating people’s ability to
access, understand, use, evaluate, and create media messages, information, or
content using information technology. They are all similar to the mastery and
understanding of a thing.

Being Media and Information Literate Individual

There are two factors that can influence you to become a media and
information literate individual. One is clarifying your goals and motivations for
seeking information. The greater your need, the more effort you exert to become
selective of the information at your disposal. Second is acquiring more skills in
discerning, appreciating, and filtering information. This involves being more media
savvy and better acquainted with information sources. For more information about
media and information literate individual, visit this link:
http://uk.sagepub.com/sites/default/files/upm-binaries/34589_2.pdf
 When you are literate, you are expected to be intellectually critical in
interpreting the things that you see and experience around you. You are able to
decode and have a deeper understanding of how things are and how they work, being
literate means empowering you to be able to affect change to yourself and to others

Critical Thinking Skills

The critical thinking is the ability to evaluate the kind of information you
access and share which is very vital skill as producers and consumers of information.
Being critical means being capable of judging the merit of something based on certain
standards or parameters.

Eight (8) Fundamental Elements of Media Literacy

(by Art Silverblatt, the media scholar)

1. A critical thinking skill enabling audience members to develop independent

judgments about media content.
2. An understanding of the process of mass communication.
3. An awareness of the impact of media on the individual and society.
4. Strategies for analyzing and discussing media messages.
5. Understanding of media content as a text that provides insight into our
culture and our lives.
6. The ability to enjoy, understand, and appreciate messages.
7. Development of effective and responsible production skills.
8. An understanding of the ethical and moral obligations of media practitioners.

The media literate person is in control of his or her media experiences because
he or she understands the basic conventions of various media and enjoys their uses
in the deliberately conscious manner.