Module 1

Introduction to Media and Information Literacy

- Media and Information Literacy (MIL) involves essential skills that allow individuals to interact
using different media platforms and access information globally.
- MIL is crucial in the Information Age, where media plays a significant role in disseminating
information, connecting people, and driving societal change.
A. Communication and Media Information
- Communication is heavily influenced by media and information due to technological
advancements and the availability of various communication services.
- Social media platforms like Facebook, Messenger, Instagram, and Twitter provide fast and easy
communication but can also have negative effects on personal relationships due to over-reliance and the
spread of fake news and hoaxes.
- The principle of “Think before you click” is essential for responsible use of communication
technology.
B. Media Literacy, Information Literacy, and Technology Literacy
- Media Literacy: The ability to understand the functions of media and determine the relevant use
and worth of media platforms. This involves knowing how to use and manage media accounts and
platforms.
- Information Literacy: The communication or acquisition of data or facts related to the use of
media information. This involves gathering information legally and ethically, avoiding intellectual
property rights violations and plagiarism.
- Technology Literacy: The skill of manipulating technology independently or with assistance,
using it efficiently and appropriately. This is essential for accessing knowledge and communicating
information ethically.
- Information and media literacy empower individuals to become responsible users and producers
of media and information.
C. Responsible Use of Media and Information
- The 21st century is highly dependent on technology for communication, entertainment, and
work-related activities.
- Responsible use of media and information is crucial in education, with teachers and students
utilizing reliable internet sources for information gathering and research.
- Media platforms are used for information dissemination, social awareness, and advocacy.
- Media and information literacy has global value, with examples like Good Samaritans using
video blogging to help those in need and media influencers earning income through advertising.
- Social media can be agents of change, but the spread of misinformation poses challenges. Users,
especially influencers, must be responsible for sharing factual information from reliable sources.
- The ease of accessing information through media also presents the risk of privacy invasion.
Users should be aware of how their personal information can be collected without their knowledge.
 - Developing media and information literacy skills is essential for navigating the modern society
while avoiding the pitfalls of technology.
Tips for Responsible Use of Media and Information:
1. Ensure personal information safety: Do not share personal information on social media and
read “terms of use” carefully.
2. Get permission: Seek permission before posting videos or pictures of others.
3. Think before you click: Ensure information is accurate, helpful, informative, and kind before
posting or sharing.
4. Keep your password safe: Protect your account and update passwords regularly.
5. Spread positivity: Share positive and uplifting content and avoid negativity and hate .

Module 2
The Evolution of Traditional to New Media
This section explores the evolution of media throughout history, from the pre-industrial age to the
information age. It highlights how media has changed and adapted to technological advancements,
impacting how people communicate and share information.
Pre-Industrial Age (Before 1700s):
- Early forms of media: Cave paintings, clay tablets, papyrus, and woodblock printing.
- Focus: Communication and information sharing within communities.
Industrial Age (1700s-1930s):
- Key developments: Printing press, newspaper, typewriter, telephone, and motion pictures.
- Focus: Mass production of information and communication over long distances.
Electronic Age (1930s-1980s):
- Key developments: Transistor radio, television, and computers.
- Focus: Electronic media and the rise of broadcast communication.
Information Age (1900s-2000s):
- Key developments: Internet, web browsers, social media, smartphones, and wearable
technology.
- Focus: Digital media, instant communication, and global connectivity.
The Influence of Media on Values and Norms
- Media plays a significant role in shaping societal values and norms.
- The information age has accelerated this influence, allowing for the rapid spread of ideas and
challenging traditional beliefs.
 - Examples include women’s rights movements and LGBTQ+ advocacy, which have gained
momentum through online platforms.
- Media’s influence can be direct (individual level) or indirect (social level).
- Social learning theory highlights the role of media as educational models that transmit
information, values, and behaviors.
Key Points:
- Media has evolved from simple forms of communication to complex digital technologies.
- Each stage of media evolution has brought about significant changes in how people interact and
access information.
- Media has a powerful influence on societal values and norms, often accelerating social change.
- Understanding the evolution of media is crucial for navigating the modern world and becoming
a responsible media consumer.

Module 3
The different types of media and how they are used to communicate information. It covers three
main categories: print media, broadcast media, and new media.
Print Media
- Definition: This type of media uses paper and ink, traditionally produced through mechanical
printing processes. Examples include books, newspapers, magazines, journals, newsletters, and brochures.
- Text Media: A subset of print media, it encompasses any written information, whether
handwritten or printed. It can also be displayed on screens as part of broadcast media, multimedia, or new
media.
- Typography: The art and technique of arranging the visual components of written words,
focusing on design and readability.
- Visual Media: This category includes pictures, photos, images, and graphics used to
communicate visually.
- Graphic Design: The process of visual communication that organizes and presents information
creatively for a specific purpose.
- Informational Graphics (Infographics): Visual representations of data to make complex
information easier to understand.
- Cartoons: Sketches or drawings intended for satire, caricature, or humor.
- Photography: Images created by capturing light on a light-sensitive surface, now predominantly
captured digitally.
Broadcast Media
- Definition: This type of media reaches audiences using airwaves as the transmission medium.
Examples include radio and television.
- Audio Media: Broadcast media that uses audio or voice recordings to deliver information.
 - Multimedia: Broadcast media that integrates text, graphics, images, video, animation, audio,
and other media digitally. It can be recorded, played, displayed, interacted with, or accessed by
information-processing devices.
- Hypermedia: An extension of multimedia where photos or graphics are linked to other sources
of information.
New Media
- Definition: This term encompasses the integration of different technologies on one digital
platform to organize and distribute content. Examples include podcasts, augmented reality, video games,
blogs, and wikis.
- Key Characteristics:
- Dissemination of information to a theoretically infinite number of receivers.
- Customization of information delivery based on user preferences.
Media Convergence
- Definition: The merging of different equipment and tools for producing and distributing news
through digitization and computer networking. It allows media texts to be produced and distributed on
multiple media devices.
- Technological Convergence: Another term for media convergence, highlighting the synergy of
communication, computing, and content in the digital world.
- Example: Smartphones with cameras, radios, web browsers, and video players represent
converged media.

Module 4
Various sources of information available, categorizing them into three main types: indigenous
knowledge, libraries, and the internet. It also explores the classification of information sources as primary,
secondary, and tertiary.
A. Indigenous Knowledge
- Definition: Indigenous knowledge is a unique body of knowledge specific to a particular group
of people, often passed down through generations. It encompasses local knowledge, folk knowledge,
people’s knowledge, traditional wisdom, or traditional science.
- Characteristics:
- Locally appropriate: It adapts to local conditions and evolves with them.
- Restraint in resource exploitation: It prioritizes taking only what is necessary for survival.
- Diversified production systems: It avoids over-reliance on any single resource.
- Respect for nature: It often incorporates a conservation ethic and views the land as sacred.
- Human dependence on nature for survival: It recognizes the interconnectedness of all species.
- Flexibility: It adapts to new circumstances and is open to external knowledge.
 - Social responsibility: It emphasizes strong family and community ties, with a sense of
obligation to preserve resources for future generations.
- Transmission: Indigenous knowledge is typically transmitted orally through legends, folktales,
epics, myths, and folk songs, or through cultural rituals.
B. Libraries
- Definition: Libraries are institutions that house collections of books, music, and information
accessible to the public. They offer various services, including:
- User services: Connecting people with the information they need.
- Technical services: Gathering, cataloging, and preparing library materials.
- Computer services: Maintaining databases, software programming, web page design, and
computer hardware maintenance.
- Administrative services: Managing the library and services, including contracts, supervision,
and budgeting.
- Types:
- Academic libraries: Serving colleges and universities.
- Public libraries: Serving cities and towns.
- School libraries: Serving students from kindergarten to grade 12.
- Special libraries: Located in specific environments like hospitals, corporations, museums, or
military facilities.
C. Internet
- Definition: The internet is a global network of interconnected computer networks that transmit
data using the standard Internet Protocol (IP). It provides a variety of information and communication
facilities, including file transfer, electronic mail, interlinked web pages, online chat, and other documents
of the World Wide Web.
- Characteristics:
- Network of networks: It comprises millions of smaller domestic, academic, business, and
government networks.
- Global accessibility: It allows access to information from anywhere in the world.
- Diverse content: It offers a vast range of information, including text, images, videos, and audio.
Other Classifications of Information Sources
- Primary Sources: Original materials from a specific period that have not been filtered or
analyzed. Examples include diaries, letters, original documents, photographs, and websites.
- Secondary Sources: Analyses, interpretations, and evaluations of primary sources. Examples
include reviews, treatises, and encyclopedias.
- Tertiary Sources: Information that collects and organizes primary and secondary sources.
Examples include bibliographies of bibliographies, directories, and guides to literature.
 Module 5
The concept of media language, explaining how media producers convey meaning through
various signs and symbols, and how audiences interpret these meanings. It also explores the crucial
components of media language: codes and conventions.
Media Language
- Definition: Media language refers to the way media producers create meaning within a specific
medium (e.g., advertisement, TV show, film) and transmit that meaning to their target audience.
- Interpretation: Audiences decode the signs and symbols used in media texts, but these symbols
don't have a single meaning. Different interpretations are expected based on individual and cultural
backgrounds.
- Denotation vs. Connotation:
- Denotative meaning: The literal meaning of the media text.
- Connotative meaning: The various interpretations suggested by the text, often influenced by
cultural values, beliefs, and experiences.
Media Codes and Conventions
- Importance: Codes and conventions are the fundamental building blocks of all media.
- Codes: Established signs and symbols with a recognized meaning (denotation or connotation)
for the target audience.
- Conventions: The established ways in which codes are organized within a media product.
Types of Media Codes
1. Symbolic Codes: Audience-based, meaning is derived from the audience's interpretation rather
than the product itself. Examples include:
- Setting: Time and place of the narrative or scene.
- Mise en scène: "Everything within the frame" – set design, costumes, props, staging.
- Acting: Portrayal of characters by actors.
- Color: Highly connotative and often linked to cultural aspects.
2. Technical Codes: Specific to a particular media form (e.g., film, photography), often
meaningless outside that context. Examples include:
- Camerawork: Camera operation, positioning, and movement for specific effects.
- Editing: Selection, operation, and ordering of images and sound.
- Audio: Expression and utilization of sounds.
- Lighting: Manipulation of light to create desired moods.
3. Written Codes: Formal written language used in media products. Examples include:
- Printed language: Text visible within the media frame.
 - Spoken language: Dialogues, song lyrics.
Types of Conventions
1. Form Conventions: Established ways of arranging media codes. Examples include:
- Title and main casts appearing at the beginning of a movie.
- Credits appearing at the end of a movie.
- Short recaps of previous episodes at the beginning of TV series.
2. Story Conventions: Basic structures of narratives. Examples include:
- Narrative structures (e.g., linear, non-linear).
- Character constructions (e.g., protagonist, antagonist).
- Point of view (e.g., first-person, third-person).
3. Genre Conventions: Common elements (characters, settings, themes) used within a specific
media genre. Examples include:
- Action films featuring fast-paced action sequences and heroic characters.
- Romantic comedies featuring lighthearted humor and love stories. .

Module 6
The llegal, ethical, and societal issues surrounding media and information use in the digital age. It
highlights the importance of understanding these issues to become responsible digital citizens.
A. Intellectual Property (IP)
- Definition: Intellectual property refers to creations of the mind, such as inventions, literary and
artistic works, designs, and symbols used commercially.
- Types:
- Copyright: Legal rights granted to creators over their literary and artistic works, protecting them
from unauthorized copying or use.
- Patent: Exclusive rights granted for an invention, allowing the patent owner to control its use.
- Trademark: A sign that distinguishes goods or services of one enterprise from those of others.
- Industrial Design: Protection for the ornamental or aesthetic aspects of a product.
- Geographical Indications and Appellations of Origin: Signs used on products possessing
qualities attributable to their place of origin.
- Protection in the Philippines: IP is protected under the Intellectual Property Code (RA 8293) and
the Cybercrime Prevention Act (RA 10175).
B. Fair Use
- Definition: Fair use is a legal principle that allows limited use of copyrighted material without
permission for purposes such as commentary, criticism, reporting, research, and teaching.
 - Conditions:
- Amount and substantiality of the portion taken.
- Purpose and character of use.
- Nature of the copyrighted work.
- Potential market effect.
C. Netiquette
- Definition: Netiquette refers to the set of rules for behaving properly online.
- Key Rules:
- Remember the human.
- Adhere to the same standards of behavior online as in real life.
- Know where you are in cyberspace.
- Respect other people’s time and bandwidth.
- Make yourself look good online.
- Share expert knowledge courteously.
- Keep flame wars under control.
- Respect other people’s privacy.
- Don’t abuse your power.
- Be forgiving of other people’s mistakes.
D. Computer Addiction and Cyberbullying
- Computer Addiction: Excessive and compulsive use of computers that interferes with daily life.
- Cyberbullying: Use of digital means of communication to hurt or harass a person.
E. Other Issues
- Digital Divide: Economic inequality between groups in terms of access to, use of, or knowledge
of ICT.
- Data Privacy: The right to protect private information from disclosure in information and
communication systems.