MEDIA AND INFORMATION LITERACY MIL

Second Semester | School Year 2023-2024 |Mark Reniel Balolo

2. Message - The message is the stimulus

MEDIA LITERACY or meaning produced by the source for
the receiver or audience.
Five Concepts of Media Literacy 3. Channel - The channel is how a
● All media messages are constructed message or messages travel between
● Media messages are constructed using source and receiver.
creative language with its own rules 4. Receiver - The receiver receives the
● Different people experience the same message from the source, analyzing and
media message differently interpreting the message in ways both
● Media have embedded values and intended and unintended by the source.
perspective 5. Feedback - When the receiver responds
● Most media messages are organized to to the source, intentionally or
gain profit and/or power unintentionally, she/he is giving
feedback. Feedback is composed of
Media messages the receiver sends back to the
● The main means of mass source.
communication. These are the different
communication tools. Defining Communication
● Media could be: ● "One of those everyday activities that is
- Print Media intertwined with all human life so
- Broadcast Media completely that we sometimes overlook
- New Media its pervasiveness, importance and
complexity"-Littlejohn and Foss (2008).
Information They suggest that communicating feels
● Data so natural to people that often the act
● Knowledge derived from study itself is taken for granted.
● Experience ● Communication is from the Latin word
● Instructions Communicare meaning "to share" or "to
● Signals or symbols divide out". It may also be thought to
originate from another Latin word
The Communication Process communis, which roughly means
"working together".
● Bulan and de Leon (2002) said "Without
speech or oral communication, societies
could not attain levels of civilization;
communities could not organize into
living and working groups, mark and
ritualize practices and traditions, debate
and decide difficult issues and transform
1. Source - The source imagines, creates society for its good".
and sends the message. In a public
speaking situation, the source is the
person giving the speech.
 MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

Communication Process through Models -Attention is important because it

● Transmission Models will measure how successful the
- Lasswell’s Communication communication has transpired.
Model - Telling a friend or a commercial
● Reception Model
- Communication is an open
process, which means that
messages sent and received are
open to various interpretations
based on the context and the
culture of the receiver.
- Shannon - Weaver’s Model of
Communication

- David Berlo has accounted for factors

that affect communicators that are
influenced when they send and receive
messages. These factors include the
● Ritual or Expressive Models following:
- An alternative way of looking at ★ Communication skills such as
how communication works. In reading, writing, speaking,
the expressive model, listening, and watching
communication happens due to ★ Knowledge about a subject or
the need to share understanding topic
and emotions. Communication ★ Attitude toward the topic and the
has an integrative consequence audience
to the society-it is done to build ★ Social and cultural aspects
relationships. influence the content of the
- Euphemisms or symbolisms message and how it is sent.
- Ritualized meaning is more
suggestive than explicitly stated
and understanding of it.
● Publicity Models
- Communication involves
audiences as "spectators rather
than participants or information
receivers (McQuail, 2005)
 MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

● In the Philippines, communication media

Media and Information: The means and ends perform three major functions: to inform,
of communication to entertain, and to educate
● Media and Information-Intertwined ● It is also used for:
together. - Transferring ideas
● The function of communication is to - Education
inform - Entertainment
● In a sense, you cannot do away with - Interacting with society
communicating, that is getting and - Staying up-to-date
sharing information and utilizing media to
achieve both. Media and Information Technology can also
Pose Some Threats to the Users
1. Media becomes a source of
misinformation and fake news
2. Though media helps us improve the way
we communicate, it is also abused by
many
3. Media can also pose medical, social, and
psychological issues

Terms to Understand
1. Media Literacy - the ability to read,
analyze, evaluate, and produce
communication in a variety of media
forms
2. Information Literacy - the ability to
recognize when information is needed
and to locate, evaluate, effectively use,
and communicate information in its
various formats
3. Technology (Digital) Literacy - the
ability to use digital technology,
communication tools or networks to
locate, evaluate, use, and create
information.

Media Literacy
HOW DO MEDIA AND INFORMATION ● Covers how an individual uses media
AFFECT COMMUNICATION? resources and makes decisions on their
uses.
● Play a vital role in globalization
Information Literacy
● Identify the information needed.
 MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

● Access the information effectively and ● There is a need to be media and

efficiently. information literate to counteract “the
● Evaluate the information and its sources physiological and psychological tendency
critically. (automaticity) towards the many
information that are encountered every
Technology Literacy now and then” (Potter, 2011)
● Technology Literacy is the ability to ● Automaticity/automatic response is “state
safely, responsibly, creatively, and where our minds operate without any
effectively use appropriate technology to: conscious effort from us”
- Communicate; ● “The programmed and predicted
- access, collect, manage, response (normalization) toward the
integrate, and evaluate information that limits your opportunity to
information; recognize and maximize the gains of that
- try to predict future needs, solve message”
problems and innovatively create ● According to Callison and Tilley (2006),
solutions; you are MIL individual if you are able to
- build and share knowledge; do the ff:
- improve and enhance learning in - Pose worthwhile questions
all subject areas and - Evaluate the adequacy of an
experiences; argument
- develop the knowledge and skills - Recognize facts, inferences and
to adapt to changing opinions and use each
technologies; appropriately
- and use technology to meet - Deal with quandaries and
personal needs, interests, and ill-formed problems that have no
learning styles. fixed or unique solution
- Give and receive criticism
Reflect constructively
● TECHNOLOGY advances now and then, - Agree and disagree in degrees
and literacy is a measure of how well you measured against the merits of
keep up with the pace of these the issue and audience
advancements. With the multitude of - Extend the line of thought
technological platforms for social, beyond the range of first
cultural, and political participation, impressions
literacy in media, information, and - Articulate a complex position
technology is a recipe for success. without adding to its complexity
UNESCO puts it, "a literate community is
a dynamic community, one that What it takes to be a MI Literate
exchanges of ideas and engages in ● Two factors that can influence you to
debate; illiteracy, however, is an obstacle become a media and information literate
to a better quality of life and can even individual.
breed exclusion and violence." ● Clarifying your goals and motivations for
seeking Information the greater your
Danger of Desentization need, the more effort you exert to
 MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

become selective of the information at

your disposal.
● Acquiring more skills in discerning,
appreciating, and filtering information.
This involves being more media savvy
and better acquainted with Information
sources.

EVOLUTION OF MEDIA

● Marshall McLuhan Mantra - “The

Medium is the message”

Hot and Cold Media

● A distinction made by McLuhan between
media such as print, photographs, radio,
and movies (hot media) and media such
as speech, cartoons, the telephone, and
television (cool media). Hot media are
'high definition' because they are rich in
sensory data. Cool media are 'low
definition' because they provide less
sensory data and consequently demand
more participation or 'completion' by the
audience (a useful mnemonic is to
imagine that hot media are too hot to
touch)
MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo
MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

Culture Shapes Technology

● Contrary to the idea of technology
affecting change in society, cultural
determinism explains that culture and
society shape technology.

Traditional Media vs. New Media

● Traditional media - It is one-directional.
The media experience is limited and the
sense receptors used are very specific.
- i.e., print media requires a sense
of sight, radio requires a sense
of hearing, and television and
film require both
● New Media - the experience is more
interactive. The audiences are more
involved and can send feedback
simultaneously. New media integrates all
the aspects of traditional media.
- It is much less easy to
distinguish these media from
each other than it used to be.
This is partly because some
media forms are now distributed
across different types of
transmission channels, reducing
the original uniqueness of form
and experience in use.
Secondly, the increasing
convergence of technology,
based on digitalization, can only
 MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

reinforces this tendency. (Dennis INFORMATION

McQuail, 2005)
● Determines the extent of information
What is "New" about New Media needed
● Four main categories of new media and ● Access the needed information efficiently
all of them share "certain channel and effectively
similarities and are approximately ● Evaluation information and its sources
differentiated by types of use, content, critically
and context," McQuail ● Access and uses information ethically
1. Interpersonal communication and legally
media ● Incorporates selected information into his
2. Interactive play media or her knowledge base
3. Information search media ● Use the information to accomplish a
4. Collective participatory media specific purpose
5. Autonomy ● Understand the economic, legal, and
6. Social Presence social issues surrounding access and
7. Privacy use of information
8. Personalization
9. Playfulness

Functions of Communication and Media

● Media, whether traditional or new, has a
role to play in the proper functioning of a
democratic society such as the
Philippines. For a democratic society
to function in an ideal way, media and
communication must fulfill its
mandate. According to McNair,
communication and media function to
1. Inform citizens of what is
happening around them The Nature of Information and the Rise of the
2. Educate the audiences as to the Information Society
meaning and significance of the ● McCreadie and Rice (2002) presented to
"facts"; us how information comes to us in this
3. Provide a platform for public modern age:
political discourse, facilitating the - Information as stored
formation of public opinion knowledge, with books as the
4. Give publicity to governmental traditional storage medium as
and political institutions much as today's electronic
(watchdog) media, is becomingly important;
5. Serves as a channel for the - Information as data from
advocacy of political viewpoints environment;
- Information is part of the
communication process between
 MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

individuals and groups, and as it is intended. A map, roadmap sign, and

meaning is derived from the data medical advice are some examples of these
or words that are conveyed; types of information
- Information as a resource for
making decisions
Categorizing Information
● Burkhardt, Macdonald, and Rachemaster
(2003) identified key characteristics:
- Factual information-verified or
proven through some
procedures, like mathematical
computation
- Analytical information derived
from interpreting and analyzing
factual information. A set of facts
is gathered and used to
conclude.
- Subjected information from a
"Information as a representation of single point of view. Most of the
knowledge". This is concerned with information time, it is biased and favors only
as stored knowledge. It tends to be in carrier one side.
materials such as documents, books, and ● According to its sources:
periodicals, and also in electronic media (e.g. CD - Primary - information drawn from
and Internet). direct experience e.g. e-mails,
letters, journal entries, interview
Information comes as stimuli and scripts, photographs.
phenomena, not necessarily meant to send a - Secondary - Information can be
message but comes out as informative as well. collected analyzed, synthesized,
For instance, the gray skies speak of an clustered, categorized, and even
impending downpour. The unusual length of the edited, and then disseminated
queue at the mall entrance sends a message that and derived from secondary
there must be a special event happening at the sources.
moment. - Tertiary information is compiled,
indexed, and digested from
Information as part of the communication secondary sources. The library's
process: All forms of human interaction bear bits online catalog is a source of
of information. People bear meaning in their tertiary information.
verbal and nonverbal actions. Timing and
sociocultural factors play a significant role in the The Information Explosion
reception, processing, and interpretation of ● Information anxiety - "ever-widening gap
information. between what we understand and what
we think we should understand" (Richard
Information as a resource for action or Paul Wurman, 1989)
commodity: The receiver interprets the message
 MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

● Information explosion describes the ● Sociologist Jan Van Djik (2006) defined
rapidly increasing amounts of published the DD as "the gap between those who
and disseminated information and the do and do not have access to computers
implication of this abundance. As and the internet"
information grows, it can lead to ● Represent the gap that exists between
information overload. households, communities, regions, and
nations regarding access to ICT
Kinds of Information Overload capacities, skills, services and facilities. It
● Personal Overload - is when an also covers the amount of information
individual receives so much information accessed by those who have the Internet
associated with tasks that he/she needs and those who do not.
to perform but his/her processing tools
and mental abilities may be insufficient, Information Literacy: A Systematic Response
so the situation calls for coping strategies ● For individuals, a lack of skills to
● Organizational Overload - happens navigate and handle information
when the amount of information an constrains two important life skills:
organization receives is way beyond problem-solving and critical thinking.
what it can process, the situation ● As a start, we can appreciate information
reduces the capacity of the organization literacy as an ensemble of skills,
to fulfill its tasks and diminishes the knowledge, and value systems that
effectiveness of management and enable an individual to navigate through
organizational leadership. the world of information and data,
including the digital tools and sites where
Cloud Computing information and data are stored and
● CC is using the Internet to store and retrieved.
retrieve data and access software and
other applications, all from wherever you An information-literate person can:
are because it is being hosted by a third ● Determine the information needed for a
party in a space called "The Cloud". specific undertaking;
● Know where the information can be
The Digital Divide assessed effectively and efficiently;
● DD is a concept that articulates how the ● Know the various ways and channels of
digital world has divided societies and assessing information;
the globe. It is a simple division of those ● Evaluate the validity of information
who can and those who cannot, those ● Discern the sources of information
who will and those who will not, and ● Integrate information effectively to the
those who benefit and those who will be task at hand or to one's existing body of
neglected. Bridging this divide means knowledge;
society's leaders should push for new ● Understand the wise and ethical
skills and capacities, so those who implications of assessing and
cannot and will not and those who are disseminating information; and
neglected will be able to access and ● Exercise wise and ethical access and
enjoy the benefits of digital technology. use of information at all times.
 MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

● Books are movers and shakers of

culture.
● Books in physical form are being stored
digitally as e-books
● Newspapers and magazines are
advertising-based
● Advertising products > Selling the papers
● Newspapers and magazines are
published regularly, books may come out
depending on the publisher's
prerogative.
● Magazines-feature and human interest
● News-news stories
DIFFERENT FORMS OF INFORMATION
Film/Cinema
● It has been argued that as media ● The film as media is considered
evolves, the newer one carries with it impressionable and has a cathartic effect
features of the predecessor. If you are to on its audience.
trace the history of media and ● With moving/motion pictures, the film can
communication technology, you will enhance the media experience of its
observe that the usual observable consumer because of the audio-video
sequence of the main media forms or component which heightens both the
types: sense of hearing and the sense of sight.
- PRESS - CINEMA - RADIO - ● Films are very important cultural artifacts
TELEVISION - VIDEO GAMES - because, like books, they reflect the
INTERNET desires, ideologies, and sensibilities of
Print Media the culture from which they originate
● Print Media or Press- refers to materials Broadcast Media
that are written and are physically ● Broadcast Media-ubiquity
distributed. ● Considered "household" media because
● Printing Press by Johannes Gutenberg in they can be found in practically any
1440 corner of a home.
● Books are the very first mass media in ● Radio and Television
human history ● Baran (2010) said radio was the first
● Baran (2010) considers books as very electronic mass medium and the
personal because they contain records of precursor of television.
past experiences and human knowledge ● Radio-Young people's media (FM
that are passed on to later generations Radio/Format Radio)
● As an escape or personal reflection as ● Television has changed the nature,
experience operation, and relationship to their
● When you read a book, you can stretch audiences of books, magazines, movies,
your imagination and think deeper about and radio (Baran, 2010)
ideas that you do not normally encounter
in your everyday life.
 MEDIA AND INFORMATION LITERACY MIL
Second Semester | School Year 2023-2024 |Mark Reniel Balolo

● Television programs avoid burdening the

audience of complex and complicated
message.

Video Games
● Video games continue to grow popular to
both and old because of their increased
interactivity and interconnectivity
● "from game consoles to personal
computers to the Internet to cellphones"
(Baran, 2010)
● The Internet made it easier to address a
wider audience in all corners of the world

Points of Intersection among Media Forms

● Synergy-interaction of two or more
agents or forces so that the combined
effect is greater than the sum of their
individual effects."
● Convergence-combination of various
elements to create a new whole.
● Think of traditional media forms
converging into a newer media form that
optimizes your media use.
● Synergy is also the rationale behind the
concentration of media in one company
or organization
● Synergy is a driving force for mergers
and acquisitions in the media and
telecommunications industries.
● Convergence is a trend that cannot be
done away with because the audiences
are getting more fragmented.
● Media organizations would like to reach
as many as they can by diversifying the
delivery of their message.
● Audiences are no longer biased over one
form of media to access content
● Smartphones these days have radio and
television applications, which is a clear
example of convergence.