Media and Information Literacy –

Ms. Faith
COMMUNICATION AND THE MEDIA
Communication has never been more challenged than 2. NONVERBAL COMMUNICATION
in today’s media-saturated world. In the past, people Any communication without the use of mouth (voice),
would only tell stories face-to-face. Nowadays, stories spoken words, conversation and written languages is
are coursed through electronic and digital means that called Nonverbal Communication. It happens through
require a set of communication skills. Most people Life signs, symbols, colors, gestures, body language or any
has never been the same for Filipinos because facial expressions. The use of traffic signals is one of the
communication has become complex, but interesting best examples of this type of communication.
and exciting. PARTS OF THE COMMUNICATION MODEL
a. Source or Sender – One who sends or delivers a
What is Communication? message, and who initiates the communication process.
Communication is taken from the Latin word
commūnicāre, which means “to share” or “to divide b. Message – The information or the verbal and
out”. Communication is a process of sharing ideas and nonverbal message conveyed to another person or a
opinions about issues, people, events and places group of people.
between or among persons through various channels to
gain common understanding. It is an interactive process c. Medium – Media is the plural of “medium”, or ways
that allows sharing of meanings about texts, images and to communicate information. It is also the channel
people’s actions and behavior. through which the message is coursed.

In order for communication to take place, two main d. Receiver – This part of the communication process
actors work together. They are called the sender and receives the message. The communication process is
the receiver. Being able to send the message to a considered successful when the receiver responds the
receiver does not guarantee a successful way the source intended.
communication process. Effective communication takes However, the communication process does not end
place when the sender receives a feedback or response here. The effect of the message and the feedback of the
that he initially wanted the receiver to have. receiver should also be noted in order to know the
Moreover, the term communication refers to the result of the communication process.
technical means of communication, or the channel e. Effect – Response of the receiver after getting the
through which messages are conveyed. Mobile phone message from the source.
and computers are part of communications. Therefore,
the process involving people using these technologies is f. Feedback – An important product of the
also known as communication. communication process. It tells the source how effective
the selected message and channel to the receiver.
THE BASIC TYPES OF COMMUNICATION Feedback confirms whether there is mutual
Humans communicate through verbal and nonverbal understanding between the source and the receiver.
means of relaying information, or through the use of
media such as print, broadcast, electronic or new The communication process is not always ideal.
media. Communication types are defined as the ways by Interference can occur when the source sends a
which communication can be expressed. It can message.
This is called:
1. VERBAL COMMUNICATION g. Noise or Barriers – These are the disruptions in the
communication process. In the workplace, noise can be
When communication happens verbally, vocally or common especially when people who are not familiar
through written words expressing or conveying a with each other
message, this is known as verbal communication. communicate.
Example: When a baby is crying (vocal), this is identified
as verbal communication. Hunger pain is expressed On the next topic, we will discuss how each part works
vocally. together in a Communication Process.
Verbal communication has two types:
A. Oral Communication: A communication which
happens through word of mouth, spoken words, LITERACY
conversations, and also any messages or information The person's ability to define, recognize, perceive, construct,
that are shared or exchanged between one another interact and compute with various structures, using printed
through speech or word of mouth is called oral and written materials.
communication. Example: public speech, news reading,
television, radio, telephone and mobile conversations. Media Literacy
B. Written Communication: This is a type of Bautista et al (2016) from New Mexico-based Media Literacy
Project (MLP) describes media literacy as the “accessibility,
communication that is expressed through written word
review, assessment and media development. Media literacy is
or often written sign which refers to the languages used
the method by which media content is dissected for critical
in any medium. Example: simply any hand written, analysis.To do so, it is important to look at the underlying
typed, newspaper, printed word documents, letters, meanings of media content, its ownership and control, as well
books and magazines. as how they are portrayed.
Media and Information Literacy –
Ms. Faith
Information Literacy spend an average of 4 hours and 12 minutes in a day
According to the American Library Association, (2000) browsing—checking anything under the sun, watching videos
Information literacy is a collection of skills requiring found on Facebook. Certainly, there are other sources of
individuals to identify when knowledge is needed and have information aside from Facebook. People who do not have
the ability to efficiently find, assess and use the necessary the privelege of owning a gadget that is Internet capable still
information. It aims at encouraging individuals to efficiently rely on television, radio and newspaper.
search, analyze and use information. Do you consider anything that comes from the Internet and
traditional media as information? To determine the quality
While media literacy focuses on understanding, using, and and accuracy of the information, we should know the source
producing messages from different media, information of the information. It should come from a reputable source
literacy is the ability to effectively and sensibly find, evaluate, such as government agencies, news agencies, institutions,
and utilize information. experts that have credibility and accountability. However, it is
Technology Literacy not enough that we know the source of the information. It is
Bautista et al (2016) from the Department of Education in also essential to acquire information literacy as well.
Colorado (2009) describes technology literacy as "the ability Information literacy is defined as, “A set of individual
to use effective technology to interact, solve problems, competencies needed to identify, evaluate and use
navigate, handle, incorporate, analyze, develop and generate information in the most ethical, efficient and effective way
information to improve learning in all subject areas, and to across all domains, occupations and professions. It refers to
gain lifelong knowledge and skills in the 21st century." the ability to recognize when information is needed and to
locate, evaluate, effectively use and communicate
Where media and information literacy are concerned with the information in its various formats.”
use of messages from various media sources, technology
literacy focuses on the responsible and effective use of tools Identifying/recognizing information needs
or networks to access, evaluate and generate the message. Determining sources of information
Citing or searching for information
Not all information are reliable and true. Social media create Analyzing and evaluating the quality of information
fake news which gives confusion to people. Hence, learning Organizing, storing or archiving information
Media and Information Literacy will help every individual Using information in an ethical, efficient and effective way
become a responsible producer of information and an Creating and communicating new knowledge
innovator of media and information. It promotes critical
thinking to empower people to process and verify the Purpose of the questions that help in gathering information:
information they receive, the manner it was disseminated,
and the purpose for which it was shared. Who (To identify the person)
What (To know about something)
Through this lesson, you are expected not just a media and Where (To locate a place)
information literate individual, but an agent of change in the When (To know specific time and date)
different media and information landscape. Why (To state the reason)
How (The way or manner in which things are done)
Information literacy

LESSON
Who is the most influential person in your life? Some of you
may answer your mother, father, teacher, community leader,
someone you can directly identify yourself to. However, with At the present time, people are gathering information
the advent of technology your most influential person could through media and technology. We can easily access
be a superhero, a celebrity, a social media influencer, information from various sources all over the Internet
someone you can relate to, and aspire to become in the by simply searching keywords and clicking on it. This can
future. When you want to know more about the person you
be used to our advantage—for personal development
look up to, you usually ask questions to get more information
and relate to the person. These questions include the 5 Ws and professional growth. It does, however, cause major
and 1 H: Who, What, Where, When, Why, and How. By issues too.
presenting these questions, you are expressing your desire to How can we be a responsible media information user?
know more information about the person. 1. Be aware of emotions
- Once you have sent it, there is no way to get the
What is information? Information is defined using the below message back. Take time to reflect on your feelings
definitions: before anything that you may regret; after all, no one
• Data that has been collected, processed, and interpreted in
wants to be “Internet famous” for the wrong thing.
order to be presented in a useable form.
• A broad term that can cover processed data, knowledge
derived from study, experience, instruction, signals or 2. Don’t Plagiarize
symbols. - Taking writing from an outside source without giving
In the media world, information is often used to describe proper credit is a form of plagiarism even if you found it
knowledge of specific events or situations that has been on Facebook. It’s a crime!
gathered or received by communication, intelligence, or news
reports. 3. Know your sources
Based on the data presented in the We Are Social's Global
- The use of sources in your work is one way of
Digital Report 2019, Facebook has the most number of active supporting your arguments. This means that the sources
users—76 million—translating to 71 percent of the you use as part of your list of references needs to be
population in the Philippines. Looking at the illustration from reliable and accurate.
the previous page, active Facebook users in the Philippines
Media and Information Literacy –
Ms. Faith
 Do not send very large unsolicited files via email,
4. Avoid sharing personal details unless necessary.
- There are people online who would like to take  Put brief and descriptive words on the subject field
of an email to help the recipient identity the
advantage of your trust. Do not publish personal
importance of the message.
information. Social media posts cannot be completely
 Write at least a short note on the body of the email,
deleted, and all information posted has its unintended even when sending official letters as attachments.
consequences. Be responsible of what you share, post  Be professional and personable in your CMCs,
and like on social media. especially if they are work –or school related.
- Never share your phone number, address or even your
There would also be risks in dealing with media beyond
whereabouts. (Better to be safe than sorry)
various roles and advantages of it. The digital media’s
transparency, inadvertently and unknowingly, will get into
5. Be mindful of the rules risky circumstances. Many may use media to victimize the
vulnerable and gullible, while others are attracted by the
- Whenever you are using Facebook, YouTube, and flexibility of digital media, as well as the prospect of
other social media sites, know their rules. Each of them confidentiality and anonymity in new media environment.
has its rules for the users to follow.

LESSON
As media and information evolve, there are always trade-offs.
A flood of information may also mean overwhelming of
irrelevant, misleading and detrimental information. That is
why anyone can now be influential or has a potential to
become an influencer. The uploading or dissemination of
defamatory images and the spreading of humor through
multimedia messaging is now very simple with technology.
Any random photograph of a stranger you find humorous can
turn into an offensive meme.

According to Simpson (2002), Computer-Mediated

Communication (CMC) is a paraglider term referring to
human communication through computers. Temporarily,
there may be a difference between synchronous CMC,
where contact takes place in real time, and asynchronous
CMC, where participants are not actually simultaneously
online.

Some of the examples of synchronous CMC are various types

of text-based online chat, computer, audio and video
conferencing while asynchronous encompasses email,
discussion forums and mailing lists.
In dealing with computer-mediated communication always
remember the following:
 Some contexts of computer-mediated
communication, like comments on blogs or social
media, wikis, electronic discussion groups, and
instant messaging, are public. You should,
therefore, conduct yourself as you would in public.

 Do not type in all capital letters, unless the emphasis

is called for, as in emergencies. All-caps messages
are considered rude.
 Do not spam or send annoying emails or messages.
 Do not flame or send offensive emails and messages.
 Do not gossip or spread negative messages about
others. These malicious messages can easily be
forwarded to the persons being maligned.
 Do not send attachments if you are not sure what
they contain; they might contain viruses or
malwares.
 Do not forward messages that you have not read,
unless indicated so.
 Do not send official school or company email
addresses to send messages that would compromise
the name of the school or the company.
Media and Information Literacy –
Ms. Faith

In the past, only televisions, radios, and newspapers were

eligible for use. People communicated and shared FUNCTIONS OF COMMUNICATION AND MEDIA
information across the mainstream media. However, as the The mass media has a variety of general and particular roles.
Internet expanded and evolved, people started to move from Here are some of the media functions of media and
traditional media to new (digital) media. The convenience of communication.
Internet access attracts the public to use it over other media.
As a media and technology literate individual, you need to 1. Inform Citizens of what is happening
know where all the technology that you get comes from. You (Monitoring Function)
also have to understand how different media forms function.
Now, where those media come from? How in the past did the Today, we have more outlets than ever before to get our
people connect without the use of media? How did the media news. Any of these have fundamentally changes how
develop through the years? mainstream media options such as newspapers and television
stations distribute news stories to us. Before we can watch
The Evolution of Media from Traditional to New (Digital) updates on news through our television but today, we can
Media. have the same broadcast on social media platforms such as
Facebook and Twitter.
Pre-Industrial Age (Before 1700)
People discovered fire, developed paper from plants, and
forged equipment or weapon through stone, bronze, copper 2. Educate the audience (meaning and significance of facts)
and iron. Media offer awareness and information. They try to educate
Example forms of media: Cave Painting (35,000BC), Clay people directly or indirectly through different forms of
tablets in Mesopotamia (2400BC), Papyrus in Egypt (2,500BC) content. However, media can become an instrument for the
dissemination of false and inflammatory messages and values
Industrial Age (1700s to 1930s) that do not promote respect or well-tempered dialogue and
People used the power of steam, developed machine tools, discussion. Negative messages can divide communities and
established iron production, and manufacturing of various can help perpetuate the stereotypes that nurture violence.
products (including books through the use of printing press).
Example forms of media: Telegraph (1830), Typewriter
(1800), Telephone (1876), Printing Press for Mass Production 3. Provide a platform for public discourse (public opinion
(1900s), Motion Pictures (1890) and expression of dissent)
Mass media and other forms of information have a huge
Electronic Age (1930s-1980s) impact in influencing public sentiments and underlying
People harnessed the power of electricity that led to feelings. Newspapers, televisions and radio are all essential
electrical telegraph, electrical circuits and the early large scale source of basic knowledge about other people and different
computers. In this age, long distance communication became locations.
more efficient.
Example forms of media: Transistor Radio (1947), Television
(1941), Mainframe Computer (1960), OHP and LCD 4. “Watchdog” role of journalism
Projectors. The notion that the press works independently of the
government is fundamental to this position. The watchdog is
New (Digital) Age (1900s-2000s) designed to prevent government from taking too much
The use of microelectronics in the development of personal control from the people and violating their limits. The media
computers, handheld devices, and wearable technology also specializes in investigative reporting, which can reveal
advanced. In this era, the Internet paved the way for quicker the risks of wrongdoings that the media may then disclose in
communication and social network development. order for the public to demand reform.
Furthermore, voice, image, sound and data are digitalized.
Example forms of media: Portable Laptop (1980), Friendster 5. Channel for advocacy for political viewpoints
(2002), Internet Explorer, Skype (2003), Google 1997, Smart Media inform and alert people with news and information to
Phones, Digital Technologies. help them form their opinions about political issues and
candidates. The web, however, has also been used to target
How the evolution of media shaped the norms and values of people, mainly young users, to radicalize them into specific
the people in the society? belief systems and divisive ways of seeing the world.
Media changes in the structure and control pose the question
Through the decades, the media's significant role in people's of whether the media still function as an impartial source of
lives has grown. From simple task to disseminating information. There are companies or CEOs already
information, the use of media has become diversified and manipulating the flow of information, making profits more
personal. The invention of gadgets has redefined its values to important than the unbiased distribution of information. But
its users. the reality is, media companies, whether it is a newspaper,
Media is no longer just a source of information. Press is no television, radio or internet, are business. The company may
longer a pure information source. It helps bridge the find ways on how they can find revenues.
differences in cultural, political, and social matters. This ties
people and nations together, and encourages reform, and
develops innovations and community advancement. One characteristic of traditional media is that media content
goes through an organized editorial process designed to
authenticate news stories and attribute them to a news
media organization rather than to an individual. The online
citizen journalist does not work through this process. In this
context, discuss the difference between the opinioned news
Media and Information Literacy –
Ms. Faith
item by an individual blogger and a news report appearing though they come in various forms, they are all
in the online version of a newspaper. essential because of its use and convenience brought to
people.
To obtain accurate, adequate, relevant, and timely
TYPES OF MEDIA information students should know the various sources
In mass communications and journalism, there are of information.
different ways messages are distributed to consumers.
With the changing society today, many individuals use
various social media platforms to find out information.
In this lesson, you will learn the nature of news as being
presented through the different types of media—print,
broadcast, online. Media Convergence
Print Media – This is the printed version of news, Previously, we have learned that new media is more
primarily from newspaper and magazine and other flexible compared to traditional media. New media is a
publications. digital media which is interactive, incorporates two-way
Example: newspaper, newsletters, magazines, banners, communication, and involves some form of computing.
books, billboards and brochures. Social media in particular offers different ways of
Broadcast Media – It is the most convenient means to presenting information e.g. through blogs, vlogs,
transmit information to the vast audience. podcasts, infographics, etc. By definition, social media is
Examples: radio, film/movie, Television a form of electronic communication (such as web sites)
New (Online) Media – These are forms of electronic through which people create online communities to
communication made through the use of computer share information, ideas, personal messages, etc.
technology such as Internet. Facebook is an example of social media also known as
Examples: website and blogs, streaming audio and social network, which is a product of media
video, email and social media convergence.
Nature of news through the different types of media What is media convergence? According to Chakavaneh
(print, broadcast, online). and Bogen (2007), “Media convergence is a theory in
Print news is considered tangible information communications where every mass medium eventually
structured to be reread. It provides a level of depth, merges to the point where they become one medium
context and information that television and radio due to the advent of new communication technologies."
cannot supply. However, in today’s world where many Therefore, media convergence is sum up as:
of us do not have the time to sit down and read a -existence of traditional and new media;
newspaper, broadcast news is more convenient for -existence of print media, broadcast media
most people. (radio and television), the Internet, mobile phones, as
Broadcast news is brief. Instead of measuring the news well as others, allowing media content to flow across
in inches, broadcast journalists measure stories in various platforms;
minutes and seconds. They boil issues down to their
basics, and write it as concise as possible. A news story
digital code, which is then accessible by a range of
with compelling audio or video becomes more
devices (e.g. from the personal computer to the mobile
newsworthy than one without—no matter how well
phone), thus creating a digital communication
written that news is.
environment
Broadcast news is written for the eyes and ears, print
news is written for the eyes.
Broadcast news and print news are similar in that they
both apply the use of the characteristics of news when
writing stories, they use leads, they have specific
organizational patterns for writing, and they both
provide consumers with news within their society on a
daily basis.
The news in New (Online) Media is more flexible than
in print and broadcast media. Online news can be
published faster because it does not have traditional
editor unlike the traditional media. People without
Internet connection cannot access online news, unlike
of broadcast news. Through the Internet, news media
transformed because students are relying on online
sources of news instead of traditional print and
broadcast media.

Information is everywhere. Information sources of

different kinds are the producers of information. People
rely on different information sources in making right
choices, creating solutions to problems and more. Even
Media and Information Literacy –
Ms. Faith
THE INFORMATION NEEDS culturally appropriate information in the languages
To make better decisions each individual needs correct understood by the community by utilizing indigenous
and relevant information. Information needs refers to materials and resources, reflecting community needs
what an individual recognizes as the information needs, and interests, visions and aspirations, and independent
whether personal or professional, that will serve as the from vested interest groups. They are relayed either
basis for making decisions to survive. Now, the question through people media or through indigenous media
is, "Why do we need that?” We need it because it allows (Indigenous Media, Freedom of Expression and Right to
us to focus on our intent in searching for relevant Information: A S E A N S c e n a r i o, 2014).
information and reliable sources of such information. Indigenous media is any type of media that is produced
When locating information, we must first ask ourselves and operated by the government and the community
what we already know about the situation. For example, and separate from commercial, state-run or public
familiarity with the locations where we can eat and buy broadcasting media.
stuffs is essential because it will help us to move around
quickly in the area. Characteristic of Indigenous Media
When we talk about the different sources of  Oral tradition of communication
information it includes media, internet, libraries,  Store information in memories
archives, museums and our own experiences. In terms of  Information exchange is face-to-face
the media and the Internet, there is a chance that  Information are contained within the border of
information are unfiltered or unverified. We need to the community
take some fact checking which includes the following:
Authenticity – refers to the information’s originality or Now think of this question, “Why do you think
legitimacy, whether this is a material with an author, Indigenous Information is important here in the
and there is a way to check its origin such as domain Philippines?
name and links
Validity – may include accuracy and precision of
information presented such that it is more factual, less EVALUATING YOUR INFORMATION
biased and error free SOURCES
Reliability – may also include validity but it may also Using any sources of information, how will you measure
refer to information’s relevance, whether it is up-to- or validate information quality? When the information
date and reliable. is in accordance with your needs it is considered as
Information found on the Internet may be quite varied quality information. You may consider the following tips
in form and content. Thus, it is more difficult to for measuring the reliability of the information:
determine its reliability and accuracy. Accessing
information on the Internet is easy, but requires more Accuracy
discipline to check and validate. Factual and fictitious content is grammatically correct, verifiable and
data are often merged together. cited when necessary.
The next information source is a place containing Is the content grammatically correct?
collections of books, periodicals, and sometimes films Is the information accurate and verifiable?
and recorded music for people to read, borrow, or refer Are sources and references cited?
to is called as library (Merriam-Webster Online Does the tone and style imply accuracy?
Dictionary). Author
Libraries are repository of information and collection of Defines who created the content, the individual
written knowledge. They are measured on the degree or group’s credentials/expertise and provides
to which they obtain resources and on the types quality contact information
of services they give to information seekers. The main Do you know who published the source?
role of libraries is to organize and provide you with Is the author’s name easily visible?
access to information. According to the Council on What are the author’s credentials and are they
Library and Information Resources, “Library facilities appropriate for the information provided?
also serve a social function, providing a common ground Can you find contact information?
for users to interact or a neutral site for individuals from Is the source produced by a reputable
different disciplines to come together.” organization?

Currency
Information is current and updated frequently
INDIGENOUS KNOWLEDGE AND Do you know when the information was
INDIGENOUS MEDIA originally published and is the date acceptable?
Indigenous Knowledge (IK) is the local knowledge – Fairness
knowledge that is unique to a given culture or society. Content is balanced, presenting all sides of an
IK contrasts with the international knowledge system issue and multiple points-of-view
generated by universities, research institutions and Are various points-of-view presented?
private firms (Warren 1991). Is the source free of bias towards one point-of-
IK is owned, controlled and managed by indigenous view?
peoples in order for them to develop and produce
Media and Information Literacy –
Ms. Faith
Is the objectivity of the source consistent with its
purpose? WHAT IS INTELLECTUAL PROPERTY?
Is the source free of advertising? The Intellectual Property or IP is defined by the WIPO
Relevance (World Intellectual Property Organization) as “creation
Content is relevant to your topic of the mind, such as inventions, literary and artistic
Does the purpose of the source (e.g research, works, design and symbols, names and images used in a
statistical, organizational) meet your needs? commerce.” WIPO is the global forum for intellectual
Who is the intended audience? Will information property services, policy, information and cooperation.
directed to this audience meet your needs? IP is protected by patents, copyrights and trademarks,
Is the information relevant to your research which enable people to gain recognition or financial
topic? benefits from what they invent or create.
The IP System aims to foster an environment in which
creativity and innovation can flourish by striking the
SKILLS IN DETERMINING ACCURATE right balance between the interests of innovators and
INFORMATION the public.
There are other ways to determine the reliability and INTELLECTUAL PROPERTY IN THE PHILIPPINES
accuracy of information. It is also possible that certain Article XIV, Section 13 of the 1987 Constitution
information may not exhibit the characteristics “The state shall protect and secure the exclusive rights
discussed in this section but are deemed reliable and of scientists, artists and other gifted citizens to their
accurate. Here is the list of skills needed in determining intellectual property and creations, particularly when
accurate information: beneficial to the people, for such period as may be
provided by law.”
 Look for facts. Philippines Republic Act 8293
 Cross-reference with other sources to check for The RA 8293 also known as the “Intellectual Property
consistency. Code of the Philippines” is an Act Prescribing the
 Determine the reason for writing and publishing Intellectual Property Code and Establishing the
the information. Check if the author is objective Intellectual Property Office, mandating its Powers and
or leaning heavily on a certain point of view. Functions which took effect on January 1, 1998.
 Check for advertising. Advertisers may use
related information to market their product. The Intellectual Property Office of the Philippines
(IPOPHL) is the lead agency of the government that is in
Other alternative forms of communication and charge of the implementation of the Intellectual
distribution have become popular. These include social Property Code and handling the registration and conflict
media, blogs, and flash mob performances. These resolution of the rights.
alternative forms provide greater freedom and power The Intellectual Property Owners have the right to
to ordinary individuals, and provide a quicker way of exclude or include others in the Philippines.
distributing information. The downside is that a lot of Intellectual Property as an asset is used for
the information being passed around is biased and commercializing, licensing, franchising and enhancing
inaccurate. market value of business.

LEGAL, ETHICAL AND SOCIETAL ISSUES IN WHY DO WE NEED TO PROTECT

MEDIA AND INFORMATION: INTELLECTUAL PROPERTY?
INTELLECTUAL PROPERTY, FAIR USE AND  Protection of IP rights is an incentive to human
CREATIVE COMMONS creativity.
 Promotes respect for individual artists, and
WHAT IS PIRACY? enables them to earn livelihoods.
When we talk about piracy, it is simply the  Prevents infringement and “free riding”.
unauthorized reproduction or use of a copyrighted  IP serves as an instrument for economic
book, recording, television program, patented development.
invention, trademarked product, etc. (Dictionary.com,  New creativity helps create sustainable and
LLC, 2020). competitive businesses locally and
The words digital piracy refers to the illegal act of internationally.
duplicating, copying, or sharing a digital work without
the permission of the copyright holder, a violation of
copyright laws. Digital piracy grew out of computer
hacking. In the mid-1970s, computer hobbyists began
copying and distributing hardcopies of computer
software and games. While digital piracy pertains to any
type of digital medium, there are currently three
primary media that receive considerable attention:
music piracy (e.g., song recordings), video piracy (e.g.,
movies or television shows), and software piracy (e.g.,
computer programs or games).
Media and Information Literacy –
Ms. Faith
THE MEDIA AND INFORMATION
LANGUAGES:
CODES, CONVENTIONS AND MESSAGES

• Language - pertains to the technical and

symbolic ingredients, or codes and
conventions that media and information
professionals may select and use in an effort to
communicate ideas, information and knowledge.
• Media Languages – refer to codes, conventions,
formats, symbols and narrative
structures that indicate the meaning of media
messages to an audience.

FAKE NEWS
Language may be a source of misunderstanding. Fake news is also known as junk news,
From the phrase given by McLuhan, kindly answer the pseudo-news, or hoax news. It is a form of
following questions: news consisting of deliberate disinformation or
1. Do you agree with the message? Why or why not? hoaxes spread via traditional news media
2. Does the user’s/audience’s own background or (print and broadcast) or social media. Fake
experience affect the message? Is it possible that a news is a neologism often used to refer to
different individual derives a different meaning from fabricated news. This type of news, found in
the message? Explain. traditional news, social media or fake news
websites, has no basis and is presented as
The medium is the message" is a phrase coined by being accurate.
Marshall McLuhan which means the form of a medium
embeds itself in the message, creating a symbiotic Given below are the following Features or Examples of
relationship by which the medium influences how the Fake News:
message is perceived. a. Clickbait - a form of false advertisement, uses
You are probably familiar with the game charades hyperlink text or a thumbnail link that is
wherein the secret to win the game is to be familiar designed to attract attention and to entice
with the common hints and signs that can be recognized users to follow the link then read, view, or listen
by the player. The media messages and the information to its contents. Example clickbait statements
use the same rules. looks like this, “You'll be Amazed!” “It will Shock
you!” or “You Won't Believe What Happens
DIFFERENTIATING MEDIA MESSAGES Next!”
THROUGH GENRE b. Propaganda - Stories that are created to
In media studies, codes are known as a system or deliberately mislead audiences, promote a
collection of signs which when put together creates a biased point of view or particular political
meaning. They are better understood when you know cause or agenda.
what a genre is. The word ‘genre’ comes from the c. Satire/parody - is a type of parody
French word meaning 'type', 'class’ or ‘kind.’ Genre is an presented in a format typical of mainstream
important component for understanding literature, film,
journalism, and is called a satire because of
television and other form of art media.
its content.
There are different ways that genre maybe categorized.
Conventions are said to be generally accepted ways of d. Sloppy journalism - Sometimes reporters or
doing something. In media context, it refers to a journalists may publish a story with
standard or norm that acts as a rule governing unreliable information or without checking
behavior. Other stakeholders include libraries, archives, all of the facts which can mislead audiences.
museums, Internet and other relevant information a. Misleading headings - Stories that
providers. are not completely false can be
distorted using misleading or
CODES IN MEDIA MESSAGES sensationalist headlines. Example:
To effectively understand media messages, the Another Facebook user posted that
authors and writers must know the effect of
he removed his 5G antenna, saying,
its content within their audience. Both of them
should be able to identify the genre, codes and "To all of you who are using PLDT
conventions in the given media message. The Home Fibre, please if you wanna
more consumption of media messages, the help the community to get rid of the
more common codes are being utilized such as socalled 'NCOV-19' remove it now
technical, visual/symbolic or written. and disable it through their
homepage admin set up 192.168.1.1
also (sic) you may turn off its radio
Media and Information Literacy –
Ms. Faith
to stop it from sending and receiving
harmful 5G waves.”
e. Biased or slanted news - Media bias is the
bias or perceived bias of journalists and
news producers within the mass media in
the selection of many events and stories
that are reported and how they are
covered.

How is Fake News Spread?

“When a post is accompanied by many likes,
shares, or comments, it is more likely to receive
attention by others, and therefore more likely to be
further liked, shared, or commented on” (Tandoc,
Lim, and Ling, 2018).

• Bots - They reside on social media platforms,

created by someone with computer
programming skills, comprised of nothing but
code, that is, lines of computer instructions.
• People like You, Trolls - “When a post is
accompanied by many likes, shares, or
comments, it is more likely to receive attention
by others, and therefore more likely to be
further liked, shared, or commented on”
(Tandoc, Lim, and Ling, 2018).

• Microtargeting - One way is to use social

media analytics. To understand how analytics
work, we need to explain how cookies work,
then show how interest groups can use
information provided by cookies to find a
receptive audience for their messages.

• Circular reporting or false confirmation –

This is a situation in source criticism where a
piece of information appears to come from
multiple independent sources, but in reality
comes from only one source.