MEDIA AND INFORMATION LITERACY

Media A process in which individuals interact with

and through symbols to create and interpret
 It refers to any physical object used to
meanings. (Wood, 2004).
communicate media messages.
It can also be described through its nature
Communication as follows:

 The act or process of using words, Communica A process

sounds, signs, or behaviors to express or tion is a that
exchange information, ideas, thoughts, process changes as
feelings, etc., to someone else. the
communicat
Communication Model ors’
environment
 Are diagrams that make you understand s and needs
the process at a glance. change.
 They are like maps that guide you in the Communica It involves
understanding how communication works in tion is within
different settings. systematic systems of
interrelated
Information and
interacting
 Knowledge of specific events or
parts.
situations that has been gathered or
Communica Symbols,
received by communication, intelligence or tion is verbal (with
news. symbolic words) or
Media Literacy nonverbal
(without
 The ability to read, analyze, evaluate and words), are
produce communication in a variety of the basis of
media forms. language.

Social Media
COMMUNICATION AND MEDIA
 Forms of electronic communication
through which people create online  Communication refers to the process of
communities to share information, ideas, conveying or sharing information.
personal messages, etc.  Since then, it is often described as a natural
ability of an individual to socialize with
Media and Communication others.
 In the 21st century world, communication
 Media and other information providers play
has become “more social” due to the
a central role in information and
emergence of technology.
communication processes.
 Media are defined as sources of credible
 Nowadays, media become the common
and current information created through an
outlet of self-expression and creativity.
editorial process determined by journalistic
 Its huge influence spreads speedily across
values.
the globe.
 To the extent that media become an
 The connection between technological
important part of every society’s
advances and people’s connectivity created
communication system, their institutional
a huge impact to the lives of today’s
make-up can mesh with a variety of non-
generation.
media information providers, such as
libraries, museums, archives, Internet
information providers, other information
 organizations and citizens who produce Berlo’s SMCR Model of
their own content. Communication (1960)
 With the emergence of technological
platform of communication, delivery of the
message increased its speed resulting to  In
some grapevine form of communication.
Shannon-Weaver’s Communication
Model (1948) (SMCR) model of communication from
Shannon Weaver’s Model of
Communication (1949).
 He described factors affecting the individual
components in the communication making
the communication more efficient.
 The model also focuses on encoding and
 Known as the mother of all communication decoding which happens before sender
models, the Shannon –Weaver model (1949) sends the message and before receiver
depicts communication as a linear or one- receives the message respectively.
way process consisting of the five elements:  Berlo’s Model has mainly, four components
a source (producer of message); a to describe the communication process.
transmitter (encoder of message into signals;  They are sender, message, channel and
and a destination. receiver.
 This model has been originally intended to  Each of the component is affected by many
show how radio and telephone factors.
technologies function.
 This model has been criticized for missing Aristotle Model of Communication
one essential element in the communication
process: feedback. Without feedback, the
speaker will not know whether the receiver
understands the message or not.
Osgood- Schramm Model of  Aristotle (384-322 B.C) was a Greek
Communication (1954) philosopher and writer born in Stagira,
Northern Greece.
 While exploring the human nature
scientifically, Aristotle developed a linear
model of communication for oral
communication known as Aristotle’s Model
Image source: of Communication.
 The Schramm model of communication
(1954), which seeks to explain how  This is considered as the first model of
meaning is transferred between individuals, communication and was proposed before
corporations, and others, is the most 300 B.C.
commonly taught and widely used  It is also the most widely accepted among
theory of communication. all communication models.
 Schramm modified Shannon-Weaver model  Aristotle Model is mainly focused on
by adding field of experience, defined as speaker and speech. The Aristotle’s
“life experiences, attitudes, values, and communication model is a speaker centered
beliefs that each communicator brings to an model as the speaker has the most
interaction and that shape how messages important role in it and is the only one
are sent and received.” (McCornack, 2010, active.
p.10, as cited in “Osgood-Schramm model,  It is the speaker’s role to deliver a speech to
2015”) the audience.
  The role of the audience is passive, Nowadays, with communication becomes
influenced by the speech. highly technological, flow of information
 This makes the communication process one dissemination increased its effectivity.
way, from speaker to receiver. Media and Information Literacy recognizes
the primary role of information and media in
Elements of communication our everyday lives.
Speaker It lies at the core of freedom of expression
and information - since it empowers citizens
 The source of information or message. to understand the functions of media and
other information providers, to critically
Message
evaluate their content, and to make
 Any information or anything the informed decisions as users and producer
speaker/sender wants to communicate of information and media content.
by using a medium.

The multiple roles of media in the

society
Medium 1. Act as channels of information and
knowledge through which citizens communicate
 Is the form in which the speaker/sender
with each other and make informed decisions.
conveys the message.
2. Facilitate informed debates between diverse
Channel
social actors.
 Is the method or means of sending or
3. Provide us with much of what we learn about the
expressing the messages.
world beyond our immediate experience.
Encoding
4. Are means by which a society learns about
 The process of converting the messages itself and builds a sense of community.
into words, actions or other forms that
5. Function as a watchdog of government in all its
the speaker understands.
forms, promoting transparency in public life and
Listener/ receiver public scrutiny of those with power through
exposing corruption, maladministration and
 He recipient or the one who gets the corporate wrong-doing.
message.
6. Are essential facilitators of democratic
Feedback processes and one of the guarantors of free and
 Is the receiver’s reaction or response. fair elections.

Context 7. Are a vehicle for cultural expression and

cultural cohesion within and between nations.
 Is the situation or environment where
communication takes place. 8. Function as an advocate and social actor in its
own right while respecting pluralistic values.
Barrier
 The factors that affect the flow of
communication.
Decoding
 The process of interpreting the encoded
message of the speaker by the receiver.
What is Media?  Is the ability to access, analyze, evaluate,
and create media in a variety forms.
 Media refers to the combination of
 It aims to empower citizens by providing
physical objects used to communicate or
them with the competencies (knowledge
mass communication through physical
and skills) necessary to engage with
objects such as radio, television, computers
traditional media and new technology.
or film, etc.
 Media are a source of credible Information Literacy
information in which contents are provided
 Is the ability to recognize when
through an editorial process determined by
information is needed, and where to
journalistic values and therefore editorial
locate, what to evaluate, and how
accountability can be attributed to an
effectively communicate information in its
organization or legal person.
various formats.
 Media as a channel in communication.
Technology Literacy
VALUES OF JOURNALIST
 Refers to the ability of an individual, either
1. Truth and accuracy
working independently or with others, to use
2. Independence
technological tools responsibly,
3. Fairness and impartiality
appropriately, and effectively. Using
4. Humanity
these tools an individual can access,
5. Accountability
manage, integrate, evaluate, create and
What is communication? communicate information.
MEDIA and other information providers play
 Refers to the act or process of using words,
a central role in information and
sounds, signs, or behaviors to express or
communication processes. Nowadays,
exchange information or to express your
media become the common outlet of self-
ideas, thoughts, feelings, etc., to someone
expression and creativity.
else.
Its huge influence spreads speedily across
MEDIA AND INFORMATION LITERACY (MIL) the globe. The connection between
technological advances and people’s
 are essential skills and competencies connectivity created a huge impact to the
that allow individuals to engage with lives of today’s generation.
media and other information providers
effectively as well as develop critical
thinking and life-long learnings skills to RESPONSIBLE USE OF MEDIA AND
socialize and become active citizens. INFORMATION
 We defined Digital Literacy/Technology
 Media refers to the physical objects to
Literacy as the ability of an individual, either
communicate with such as radio,
working independently or with others, to
television, computers, etc.
responsibly, appropriately, and effectively
 Information on the other hand, refers to
use of technological tools.
the processed data, knowledge from
a study, experience, instruction, and Digital Access
symbol.
 Refers to the ability to fully participate in
 Literacy is the term coined for the
digital society. This includes access to tools
ability to identify, understand,
and technologies, such as the internet and
interpret, create, compute, and
computers that allow for full participation.
communicate using printed and written
materials. Digital Citizenship
Media Literacy  Having full access to technology requires
continuously developing norms of
 appropriate, responsible, and empowered  Those freedoms extended for everyone
technology use. in a digital world.
KEY PRINCIPLES WITH ELEMENTS OF DIGITAL Digital Security (self-protection)
CITIZENSHIP
 Electronic precautions to guarantee
Respect Yourself/ Respect Others safety.
 Digital Etiquette
Digital Citizenship also includes Digital
 Digital Access
Etiquette which pertains to electronic
 Digital Law
standards of conduct or procedures and
Educate Yourself/ Connect with Others has to do with the process of thinking about
others when using digital devices.
 Digital Literacy Recognizing Online Proper conduct is a
 Digital Communication must, and it has something to do with
 Digital Commerce “Netiquette”.
Protect Yourself/ Protect Others Merriam-Webster dictionary defined
Netiquette as set of rules about the
 Digital Rights and Responsibility proper and polite way to communicate
 Digital Safety (Security) with other people when using the
 Digital Health and Welfare internet. Common issues in digital world
such as bashing and online buying occur
due to improper conduct online.
9 Elements of Digital Citizenship RULES OF NETIQUETTE
Digital Access 1. Remember the Human
2. Adhere to the same standards of
 Full electronic participation in society
behavior online that you follow in real
Digital Commerce life.
3. Know where you are in cyberspace.
 Electronic buying and selling of goods. 4. Respect other people’s time and
Digital Communication bandwidth.
5. Make yourself look good online.
 Electronic exchange of information. 6. Share expert knowledge.
Digital Literacy 7. Help keep flame wars under control.
8. Respect other people’s privacy
 Process of teaching and learning about 9. Don’t abuse your power.
technology and the use of tool. 10. Be forgiving of other people’s mistake.
Digital Etiquette NETIQUETTE
 Electronic standards of conduct or  Netiquette is online etiquette. These are
procedure. guidelines for acceptable behavior while
interacting with instructors and students in
Digital Law
an online setting.
 Electronic responsibility for actions and
deeds 1. We are all human
 Remember you are talking to real
Digital Health & Wellness people, with feelings, lives, and
 Physical and psychological well-being in opinions. Be kind to each other.
a digital technology world. 2. Respect
 Have patients for mistakes. Say
Digital Rights and Responsibilities please and thank you.
3. Words
  No foul language or derogatory With the never-ending growth of media, we must
statements. equip ourselves with ample knowledge on how to
4. Attire utilize information coming from various media
 Keep in mind others will see your platforms.
clothes and location in videos.
5. Criticism
 It’s not easy to give or take criticism. EVOLUTION OF TRADITIONAL TO A NEW
Think of how you want to be treated. MEDIA
6. Professionalism
 Address your instructor and Pre-Industrial Age (before 1700s)
classmates professionally in emails,  People discovered fire, developed paper
discussion boards, or any other from plants, and forged weapons and tools
means of communication. with stone, bronze, copper, and iron.
7. Privacy and copyright  Cave paintings (3500 BC)
 Get permission before you use  Clay tablets in Mesopotamia (2400
emails, photos, or any other content BC)
from the course.  Papyrus in Egypt (2500 BC)
8. Records  Acta Diurna in Rome (130 BC)
 Be aware that everything in the  Codex in the Mayan Region (5 th
course is recorded. Century)
9. Bullying  Printing Press using wood blocks
 Don’t mock or criticize people for (220 AD)
their opinions.  Dibao in China (2nd Century)
10. Sarcasm
 Jokes and sarcasm are easily Industrial Age (1700s – 1930s)
misunderstood in text.
 People used the power of steam, developed
11. Capitals
machine tools, established iron production,
 Don’t’ SHOUT with all caps. Stick
and the manufacturing of various products
with black text and either italics or
(including books through the printing press).
bold for emphasis.
 Printing Press for mass production
12. Focus on quality.
(19th century)
 Think before you post. Include all
 Punch cards
requirements, interpret posts
 Newspaper – The London Gazette
correctly, and submit work free of
(1640)
spelling and grammar errors or
 Telegraph
inaccuracies.
 Typewriter (1800)
 Telephone (1876)
 Motion picture
 Media as an information provider became photography/production (1890)
the main source of interaction and  Commercial motion pictures (1913)
connectivity.  Motion picture with sounds (1926)
 Accessing and retrieving information lie at
the tips of our fingers. Electronic Age (1930s – 1980s)
 It strengthens and builds relationships all
 The invention of the transistor ushered in
over the world. However, as it flourishes,
the electronic age. People harnessed the
unethical use of media becomes a dilemma.
power of transistors that led to the transistor
 Digital Citizenship seeks to develop norms
radio, electronic circuits and the early
of appropriate, responsible, and empowered
computers. In this age, long distance
technology use.
communication became more efficient.
 Netiquette is a set of rules about the proper
 Transistor Radio Television (1941)
and polite way of communication with other
 Large electronic computers- i.e.,
people when using the internet.
EDSAC (1949) and UNIVAC I (1951)
  Mainframe computers – i.e., Hewlett When we speak of Traditional Media, it refers to the
Packard 9100A (1968), Apple I traditional means of communication and expression
(1976) that have existed since before the advent of the
 OHP, LCD projectors Internet.
Information Age (1900s – 2000s) New Media refers to the content organized and
distributed on digital platforms.
 The internet paved the way for faster
communication and the creation of the TRADITIONAL MEDIA
social network. People advanced the use of
 Media experience is limited.
microelectronics with the invention of
 One-directional
personal computers, mobile devices, and
 Sense receptors used are very specific (i.e.,
wearable technology.
print media – sense of sight, radio – sense
 Moreover, voice, image, sound, and data
of hearing, Tv and film – sight and hearing).
are digitalized. We are now living in the
information age. NEW MEDIA

Web Browsers  Media experience is more interactive.

 Mosaic (1933)  Audiences are more involved and can
 Internet Explorer (1995) send feedback simultaneously.
Blogs  Integrates all the aspects of old media.
 Blogspot (1999) THE ROLE OF MEDIA IN OUR LIFE
 LiveJournal and Xanga (1999)
 WordPress (2003)  Educate
Social Networks  Inform
 Friendster (2002)  Entertain
 Multiply (2003)
 Facebook (2004)  Information literacy is defined as the ability
Microblogs to recognize when information is needed
 Twitter (2006) and where to locate, evaluate, effectively
 Tumblr (2007) use and communicate information in its
Search Engines various formats.
 Google (1996)
 Yahoo (1995)
7 ELEMENTS OF INFORMATION LITERACY
Portable Computers
 Laptops (1980) 1. Identifying/recognizing information needs
 Netbooks (2008) 2. Determining sources of information
 Tablets (1993) 3. Citing or searching for information
Video 4. Analyzing and evaluating the quality of
 YouTube (2005) information
 Augmented Reality/ Virtual Reality 5. Organizing, storing, or archiving
 Hangouts (2013) information
Videochat 6. using information in an ethical, efficient,
 Skype (2003) and effective way.
 Google 7. Creating and communicating new
 Smartphones knowledge
 Wearable Technology
 Cloud and Big Data TYPES OF MEDIA

As time passes by, media evolved. Nevertheless,  Accessing information becomes more very
its primary role remains unchanging. much convenient in today’s time due to
information sources that surround us.
Its development from traditional to new media
brought us so much convenient.
  Information sources refer to various means  1621---- in London, the newspaper
by which information is recorded for use by Courante is published
an individual and organization.  1631 ---- The Gazette, the first French
newspaper is founded
 1639 ---- First American colonial printing
PRINT MEDIA press
 1645 ---- World’s oldest newspaper still in
 Consists of paper and ink, reproduced in a circulation
printing process that is traditionally  1690 ---- Public Occurrences is the first
mechanical. newspaper published in America when it
o In an article published by appears in Boston
ZeePedia.com titled “Types of Print  1844 ---- Telegraph is invented.
Media: Newspapers, Magazines,
Books” discussed the following. Alfred Harmsworth (later Lord North cliffe) develops
o “The first hundred years was the the first tabloid newspaper, the Daily Mirror, in
time when the print industry tried to London.
comprehend the new situation and General content/interest of newspapers are usually
shaped itself into a regular and journals of current news, and can include Political
formal sector but from the start of events, Crime, Business, Culture, Sports, Opinions
the 19th century, print media in most (either editorials, columns, or political cartoons).
countries started specializing in
certain areas… Since in the form of Newspapers use photographs to illustrate
advertisements in the print was also stories; they use editorial cartoonist, usually
flourishing, the media enjoyed a to illustrate writing that is opinion, rather
great deal pf financial comfort and than news.
provided jobs to tens of thousands Some specific features a newspaper may
of people across the globe. The include are weather news and forecast an
publishing industry, a synonym with advice column, critical reviews of movies,
print media, could be classified in plays, restaurants, etc.
general terms into three distinct
Magazine
categories: newspapers, magazines,
books.”  Is a periodical publication containing a
variety of articles, generally financed by
Newspaper
advertising, purchased by readers, or both.
 It took about 150 years from the invention of  Magazines are typically published weekly,
printing press in the middle of 15 th century biweekly, monthly, bimonthly, or quarterly,
that the world witnessed first regular with a date on the cover.
publication which could be defined as a  Often printed in color on coated paper and
newspaper. are bound with a soft cover.
 Although, there have been claims by many
Types of Magazines
to be decorated as first newspaper like
Mixed News in China in 710, Notize Scritte,  Art magazines
a monthly newspaper for which readers pay  Business magazines
a “gazetta”, or small coin by Venetian  Computer magazines
Government in 1556 etc, the World  Health and fitness magazines
Association of Newspapers held “relation”,  History magazines
as the first newspaper published in France  Humor magazines
in 1605.  Inspirational magazines
 Men’s magazines
By this reckoning the newspapers’ history is 400
 Women's Magazines
years old. The “relation” followed a list of
 Luxury Magazines
newspapers from all around the world. Here is a
 News Magazines
brief account of some popular papers:
  Online magazines
 Pulp magazines
 It combines visual images, sound, motion,
 Pornographic magazines
and colour to achieve viewer’s empathy.
 Regional magazines
 It allows development of creative and
 Satirical magazines
imaginative ad messages in a unique way.
 Teen magazines
 It is considered intrusive in nature as the
 Consumer magazines
audience have no control over the nature
Book and pace of advertisement.
 To cope with the fast-growing digital age,
 A book is a collection of paper, parchment,
TV companies created the Smart TV and
or other material with a piece of text written
phased out old antenna systems.
on them, bound together along one edge,
 A smart TV, also known as a connected
usually within covers.
TV (CTV), is a traditional television set with
 Each side of a sheet is called a page and a
integrated Internet and interactive Web 2.0
single sheet within a book may be called a
features, which allows users to stream
leaf.
music and videos, browse the internet, and
 A book is also a literary work or a main
view photos.
division of such a work. Books became part
 Smart TVs now offer the best video quality
of the mass media after the printing process
and internet connectivity to popular
was invented.
streaming apps, so viewers don’t have to
 Now they are in the reach of almost
give up television culture.
everyone and could cover any distance on
 They also come installed with artificial
the planet.
intelligence software like Alexa and Google
 Their topics are varied, and their value
Home to help navigate channels with voice
could be judged from the fact that most
commands.
libraries in the world are due to books rather
 Smart TVs are a technological
than one published material. When writing
convergence of computers, televisions,
systems were invented in ancient
and digital media players.
civilizations, nearly everything that could be
 For more than 40 years, the People's
written upon --- stone, clay, tree bark, metal
Television Network Inc. (PTNI) with its
sheets – was used for writing.
brand name PTV has become the
 Alphabetic writing emerged in Egypt around
country's premier source of government
1800 BC.
news and information.
BROADCAST MEDIA  Established in February 2, 1974, its
operations is mandated by virtue of RA
 Refer to the media such as radio and 7306, as amended by RA 10390.
television that reach target audiences
using airwaves as the transmission
medium.
7 Ways on How Television Changed the
 BBA/MANTRA 2019 published an
World
article titled "Types of Media,
Characteristics, Advantages & 1. Transformed Home Décor
Disadvantages” that discussed the
2. Access to Live Shows
following.
3. Improved Social Interaction
Television
4. Changed How We Consume Food & Buy
 The principal source of information and
Products
entertainment for people exposed to mass
media. 5. Global Consumption of Information
 It is believed to be the most authoritative,
influential, exciting medium for reaching 6. Gateway to Global Cultures
very large audience.
 7. Digital Entertainment • Films are watched by a significant
number of people everyday.
Radio
• It involves use of cinema halls and video
• Is a premier mass medium for users
tapes to deliver the ad message.
and advertisers.
• Similar to TV, it also combines sight, sound,
• It has a wide spread reach and delivers
color and movement to deliver a creative
the ad message to a large number of people
message.
across the length and breadth of a
country. • Cinema is from the French
cinématographe which comes in part from
• Commercial broadcasting is undertaken
the Greek kinema, meaning movement. So,
in major cities even rural areas.
cinema is really just another word meaning
• It is one of the personal medium and offers moving picture.
selectivity, cost efficiency and flexibility
Why Cinema is important?
advantages over other media.
• Cinema is an important and influential art
• Efficiency of radio ad depends upon the
form that has the power to entertain,
precision of script, accompanying sounds
educate, and inspire audiences around the
and level of distortion.
world.
Why Radio is so powerful?
• Movies can provide a source of
• The medium is cheap to use and can attract entertainment, serve as a platform for social
a substantial audience. commentary, and promote cultural
exchange and understanding.
• Radio remains affordable and can be
listened to everywhere, even when • As a mirror of our society, movies reflect our
electricity or connectivity are not reliable. collective experiences, our values, our
dreams and our fears.
• They allow us to see the world from different
NEW MEDIA perspectives, explore different cultures and
• New media is any media — from newspaper understand different experiences.
articles and blogs to music and podcasts — Why movies are best source of
that are delivered digitally. entertainment?
• From a website or email to mobile phones • Movies provide entertainment and
and streaming apps, any internet-related escapism. They offer audiences a chance to
form of communication falls under its immerse themselves in different worlds,
umbrella. stories and experiences. We're opening up
• are content organized and distributed in break from the routine of everyday life.
digital platforms (e.g. Social media). Internet
• Another concept that arises with accessing • A worldwide medium that provides
information is the transformation of various means of exchanging information through
media into a digital code known as media a series of interconnected computers.
convergence.
• It is a rapidly growing medium which offers
Cinema and Video advertising limitless advertising opportunities.
• Cinema is a popular source of • It involves use of world wide web to
entertainment comprising of audience from showcase a website or e-commerce
all classes and socio - economic groups of portal to the world
society.
• It provides a sophisticated graphic user • In today’s time, bringing together the old
interface to users and is accessible to and new form of media is becoming a
anyone with a computer and broadband trend which refers to media convergence.
connection.”
• Singapore had the fastest average fixed
Media convergence is the co-existence of
broadband internet speed worldwide, with
traditional and new media; the coexistence
an average of 278 Mbps.
of print media, broadcast media, the
Fun facts about the Internet Internet, mobile phones, a well as others,
allowing media content to flow across
The Internet Hit 5.1 Billion Users in 2023.
various platforms creating a digital
• This year, the Internet hit another landmark, communication environment.
clocking in at 5.1 billion users and 64.4% of
• Information may be presented in variety
the world population.
of formats. They may appear in print,
• In 1995, only 1% of the world had a broadcast, new as well as through media
connection. Fast forward nearly 30 years convergence.
ahead, this number has grown
• Each media type has its own characteristics
exponentially, with the first billion users
as to how information is presented.
reached in 2005, the second billion in 2010,
and third billion in 2015. • Developing literacy in the use of media and
information will be of great benefit in
60% Of Internet Use Is Mobile.
determining THE RELIABILITY,
• Of all internet users, 92% access it through ACCURACY, VALUE, AUTHORITY of the
a mobile phone, and the total active mobile author and TIMELINESS of the
internet users is roughly 4.32 billion. information.

• The IoT has brought smartwatches, smart

thermostats, wearable health devices, 3D
printers, and more.
• With this growing trend of devices
connecting to the cloud, it’s easy to see how
the average user has three connected
mobile devices at any one time.
Social Media Platforms Dominate Among
Internet Users.
• Of all internet users globally, 92% use a
social media platform monthly.
• In 2022, there were 375,000 new users
across social media platforms daily.
• While Google has long dominated the
primary search engine, younger generations
are using platforms like Tikok as search
engines.
• With the existence of various media
platforms, information becomes readily
accessible to everyone.