MEDIA INFORMATION LITERACY REVIEWER- YEN

COMMUNICATION process.
- is a natural and inseparable fact of life. -messages sent and received are open to
- is one of those everyday activities that is various interpretation based on the context
intertwined with all of human life so and the culture of the receiver.
completely that we some times overlook its
persuasiveness, importance and complexity ENCODER- a communicator who produces
(littlejohn and foss,2008). and sends the message.
DECODER-the one who receives and
COMMUNICARE interprets the message.
- Latin word meaning “ to share” or “ to
divided out”. 5. RECEPTION MODEL- the reception
COMMUNIS- Latin, roughly means “working model show that it is not just about saying
together”. the message but also considering how the
message may be received because of the
COMMUNICATION MODELS factors that may influence reception.
1. TRANSMISSION MODELS- this model is
relatively straightforward and tells you that MEDIA AND INFORMATION: THE MEANS
communication originates from someone and AND THE ENDS IN COMMUNICATION
their message flows through a channel, either There are 2 distinct elements that intrinsically
through sound waves or light waves, and that interconnected with the concept of
someone on the other end receives the communication:
message with a corresponding effect. MEDIA AND INFORMATION
2. RITUAL OR EXPRESSIVE MODEL- in the - they are so intertwined that information is
expressive model, communication happens one of the reasons why communication is
due to the need to share understanding and done in the first place; and this information
emotions. can be shared through media.
ex. When you use symbolism/euphemism to
indirectly refer to certain things, but you are MEDIA- refers to the combination of physical
sure that your audience still understands objects used to communicate or mass
what you are trying to say. communication through physical objects such
The communication is ritualized because the as radio, televisions, computers etc.
meaning is suggested more than explicitly
stated and the understanding of it, through CATEGORIES OF MEDIA
connotative, is mutual.
Modality text,audio,graphics,
3. PUBLICITY MODEL- this model explains animation
that communication involves audiences as Format Digital or Analog
“spectators rather than participants or Way of Transmitting Electromagnetic or
information receive”- (McQulals,2005). radio waves, face-to-
ATTENTION is important because it is a face
measure of how successful the Mass Media Form tv,radio,print,internet,
communication has transpired. telephone,or mobile
4. RECEPTION MODEL- you come to MEDIA MODALITY- refers to the nature of
understand communication as an open
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message, whether it is relayed using text, - modern ways of communication using

audio,video, graphics,animation or a technology and other digital platforms.
combination of any of these things. - two way communication, has responses, is
interactive.
MEDIA FORMAT - everyone can access.
- is the way data is arranged.
-it aims to empower citizens by providing THE EVOLUTION OF MEDIA FROM
them with the competencies(knowledge and TRADITIONAL TO NEW:
skills) necessary to engage with traditional Over the years, media forms and technology
media and new technologies. that come with them have evolved
dramatically.
INFORMATION LITERACY- the ability to
recognize when information is needed and to THE McLUHAN MANTRA
locate, evaluate and effectively communicate - “ the medium is the message”
information in its various format. - canadian philosopher
- ”The Global Village”
TECHNOLOGY LITERACY- the ability of an - believed that society is driven by changes in
individual, either working independently or media and communication technology.
with others, to responsible, appropriately and - proponent of the media theory on the
effectively use technological tools. Using technological determinism.
these tools, the individual can access,manage, - society adopt to advances in technology..
integrate, evaluate, create and communicate (McLuhan)
information. Example: Before and after the existence of
mobile phones and computers. Media and
WHAT IT TAKES TO BE MEDIA AND communication have and will always
INFORMATION LITERATE? significantly affect and change of way of life.

2 FACTORS: EVOLUTION OF MEDIA

1. Clarifying your goals and motivations for HOT MEDIA
seeking information. - forms of media that requires little
2. Acquiring more skills in discerning, involvement from the audience.
appreciating and filtering information. - “hot”-metaphor
- cannot be touched; relatively static and
CRITICAL THINKING- being critical means passive. (no interaction, info is there).
being capable of judging the merit of
something based on certain standards or COLD MEDIA
parameter. -those with high level user interactivity, where
the experience is more dynamic and the
TRADITIONAL MEDIA audience is more involved.
- refers to the old method or old fashioned
ways of communication.
- one way communication, no interaction or
feedback. 3 SIGNIFICANT INVENTIONS IN
NEW MEDIA COMMUNICATION:
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1. PHONETIC ALPHABET- handwritings

2. PRINTING PRESS- books, printed 5. INFRASTRUCTURAL AGE
materials. (JOHANNES GUTENBERG) - a car with global positioning system built it a
3. TELEGRAPH- modern ways. railway system which runs digitally and
internet controlled gadgets/appliances.
4 MAIN PERIODS
1. TRIBAL AGE CULTURE SHAPES TECHNOLOGY
- hearing was the predominant and most CULTURAL DETERMINISM
valuable sense of reception (audience - culture and society shapes technology.
interpretation) - Winston, media scholar society.
-rely on hearing during hunting and to stay -society is still in control of technology and
alert from danger. innovations over time do not dictate how it
- sense of hearing must adopt and function in relation to
technologies.
2. LITERACY AGE
- sense of sight is dominant. TRADITIONAL VS. NEW MEDIA
- more visual TRADITIONAL MEDIA
- invention of alphabet, allowing humans to - according to McQuial
learn to read. - traditional media is one-directional.
- the media experience is limited and the
3. PRINT AGE sense receptors used are very specific.
- printing press was invented - print media requires sense of sight.
- meant for mass producing written text - radio requires sense of hearing.
- it gave the humans the liberty to read them - television and film requires both.
at their own pace and to share them to
others. NEW MEDIA
- sense of sight. - The experience is more interactive.
- the audience are more involved and are
4. ELECTRONIC AGE capable to send feedback simultaneously.
- idea of ”global village”
- a community where everyone in the world is WHAT IS “NEW” ABOUT NEW MEDIA?
interconnected through media. FOUR MAIN CATEGORIES
- the telegraph was invented which paved the 1. INTERPERSONAL COMMUNICATION
way to the invention of telephone, MEDIA
television,mobile phone and the internet. - content is private and perishable and the
- this led to instantly connect to each other relationship established and enforced may be
even in distance. more important than the information
conveyed.
ADDITIONAL: - telephone, mobile phone and email.
INFORMATION AGE
- Digital age/new media age 2. INTERACTIVE PLAY MEDIA
- this is a time in human history where - video and computer based games, plus
everything relied heavily in the use of virtual reality devices.
computers to run major industries.
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3. INFORMATION SEARCH MEDIA

- the internet and the www become 2. LIBERTARIAN THEORY
repositories or source of a vast collection of - Libertarianism is free from any authority or
information that can be accessed real time any control or censorship. The libertarianism
despite geographical location. is an idea of individualism and limited
- chatgpt,google,etc. government which is not harmful to another.
- The theory says people are rational and their
WWW- world wide web rational thoughts lead them to find out what
are good and bad.
4. COLLECTIVE PARTICIPATORY MEDIA - The press should not restrict anything even a
- this refers to the use of the internet for negative content may give knowledge and can
“sharing and exchanging information, ideas, make better decision whilst worst situation.
and experiences and developing active - free to do what you want.
(computer mediated) personal relationships.
3. SOVIET MEDIA THEORY
FUNCTIONS OF COMMUNICATION AND - The government undertake or controls the
MEDIA total media and communication to serve
1. Inform citizens of what is happening working classes and their interest.
around them (aka monitoring function). - the state have absolute power to control any
2. Educate the audience as to the meaning media for the benefits of people.
and significance of the "facts". - The government media provide positive
3. Provide a platform for public political thoughts to create a strong socialized society
discourse, facilitating the formation of "public as well as providing information, education,
opinion" and feeding that opinion back to the entertainment, motivation and mobilization.
public from whence it came. - the public was encouraged to give feedback
4. Give publicity to governmental and political which would able to create interests towards
institutions. the media.
5. Serve as a channel for the advocacy of
political point-of-view. 4. SOCIAL RESPONSIBILITY THEORY
- Social responsibility should be reached by
MEDIA AND GOVERNMENT: A “LOVE-HATE self-control, not government intervention
RELATIONSHIP” - View media as a form of public
4 TYPES OF THEORY trust/stewardship, rather than as an unlimited
1. AUTHORITARIAN THEORY private franchise.
- all forms of communications are under the Media should follow agreed codes of ethics
control of the governing elite or authorities or and professional conduct.
influential bureaucrats. - Under some circumstances, the government
-Authoritarians are necessary to control the may need to intervene to safeguard public
media to protect and prevent the people from interest.
the national threats through any form
communication (information or news).
- The authorities have all rights to permit any
media and control it by providing license to
the media and make certain censorship.