Republic of the Philippines

DEPARTMENT OF EDUCATION
Region VI -Western Visayas
Division of Negros Occidental
LA CASTELLANA NATIONAL HIGH SCHOOL – SENIOR HIGH
Sitio Villacana, Brgy. Robles, La Castellana, Negros Occidental

QUARTER 1 - MODULE 2

MEDIA AND
INFORMATION
LITERACY
WEEK 2 | GRADE 11 - 12
 Hello, guys! I am Ms. Nicole. It’s good to
see you again here. Anyway, today is
another great day for us to unravel the world
of media and information in today’s
generation.
For today’s discussion, our topic will be
about how evolution of media, from
traditional to new media, shaped the values
and norms of people and society.

Before we proceed, let us first try to

recall our previous lesson by
answering these questions:

 What are the three main

characteristics of a responsible
user of media and information?

1. A responsible user of media and information is a

critical thinker.

2. A responsible user of media and information

behaves properly online.

3. A responsible user of media and information knows

how to protect himself online.
CARTOON ANALYSIS
Let us try to do this activity! Assess and
analyze
this photo. Answer the following questions in
your activity sheet on the last page.
 What symbolisms are used in this
cartoon?
 What is the message in this cartoon?
 Do you agree with the message? Why or
why not?

WHAT AM I?
Direction: Identify the items below whether it is traditional media or new media. Write TM
for traditional media and NM for new media.

1. Magazine
2. Broadsheet
3. Radio
4. Online Video Games
5. Online Telephony and Messaging Capability
6. Tabloid
7. Paperback Novel
8. Television
9. Web Video Portals
10. Email
Let us analyze!
Among the items from the
activity, what are considered as
traditional media?
From the activity, magazine,
broadsheet, radio, tabloid,
paper back novel and television
are considered as traditional media.

Among the items from the

activity, what are considered as
new media?

Among the items, online video

games, online telephony and
messaging capability, web video
portals and email are considered as
new media.

What is your main

consideration to differentiate
new media from traditional
media?

New media can be easily

differentiated from traditional media
because of its use of network
connection or the internet.

EVOLUTION OF MEDIA
Traditional Media refers to communication channels that have been used for decades.
These are the tried-and-true forms of media that people have relied on for years. Traditional media
are also considered as one-directional because media experience is limited and has a very specific
sense receptors like the following:
 Print Media - sense of sight
 Radio Broadcast - sense of hearing
 Television Broadcast - sense of sight and hearing
 Film/Motion Picture - sense of sight and hearing

New Media refers to “those digital media that are interactive, incorporate
two-way communication and involve some form of computing,” Robert Logan writes in his
book Understanding New Media. New media is “very easily processed, stored, transformed,
retrieved, hyperlinked and, perhaps most radical of all, easily searched for and accessed.”

 Social Media sites (Facebook, Twitter, Instagram)

 Search Engines (Google, Bing, Yahoo, etc.)
 Web Browser (Mozilla Firefox, Google Chrome, Internet Explorer, Opera Mini, etc.)
 Blog sites (Weebly, Wix, Wordpress, etc.)

 Why is there a need for technology or media to improve and develop?

There is a need for media and technology to develop in order to adapt to the changes in the
world. Through these advancements, there will be more means for people to communicate and to
make their lives a little less complicated and more convenient and comfortable.
 How did the development and evolution of media shape the value and norms of
people and society?

The development and evolution of media shaped the values and norms of people and society
in a way where in it provided people more access to information. This way, people are now more
exposed to various beliefs, traditions, cultural norms and historical backgrounds that it gradually
affected and influenced their personal principles, beliefs and norms as an individual.

The evolution of media greatly affected the values and norms of people and society in such a
way that it provided people more opportunities to communicate with others. Through this, people
are now more engaged and may interact with people from various races, nationalities, religions,
political sectors with different languages and set of principles.

As consumers, we sometimes find ourselves in a conundrum when it comes to how get our
information. Now-a-day, more and more consumers use the internet to quickly find information,
making new media advertising pertinent for any type of business. However, at the same time,
consumers still take a good chunk of time out of their day to use traditional media. On the way to
work we have our radios playing, at home we have the television on watching the news, and at the
doctor’s office we find ourselves reading the magazine on the end table next to us. Each of these
are forms of traditional advertising that we use on a daily basis.

As consumers, we may also find that there are instances when we multitask each day. Take it
from experience, there are many times when I’ll be at home watching television and at the same
time I’ll be on my tablet looking up the next vacation I’m going to take. It’s at these times that as
an advertiser you need to decide where the best place to put your money will be. Is it going to be
running an ad on that television show that I’m watching, or is it going to be online while I’m surfing
the web? For advertisers, it’s important to find that balancing act and not to strictly choose one
over the other, but to weigh all the options, and find a harmonious mix between both traditional
and new media.

I. Identify whether the following falls under traditional media or new media:
1. Blog post
2. Facebook status
3. Cosmopolitan Magazine
4. Visayan Daily Star
5. Radyo Bandera News FM

II. Assess and analyze the following statements. Distinguish whether it is a true statement or not
regarding how evolution of media shaped the values and norms of people and society. Write
LABAN if the statement is true, and if it is false, correct and edit the statement to make
it acceptable and write the corrected statement on your answer.

1. Evolution of media provides new information to people and society that persuades them
to accept or to be influenced by it.
2. The development and evolution of media shaped the values and norms of people and
society in a way where in it provided people more access to information.
3. The evolution of media has no relative impact and effect on the values and norms of
people and society.
4. The evolution of media informs listeners about what others learn, thus facilitating
coordination (social channel).
5. The evolution of media greatly affected the values and norms of people and society in
such a way that it provided people more opportunities to communicate with others.

III. In your own words, explain how the evolution of media affected you as an individual and a
student. Observe proper grammar mechanics and write at least 3 sentences.
 Scoring Rubric for Essay
LEVEL DESCRIPTION
OUTSTANDING It is well written and very organized. Has excellent grammar mechanics and clear and
(5) concise statements, and demonstrates a thorough understanding of the topic.
GOOD It is written fairly clear with good grammar mechanics and good presentation and
(4) organization. It presents sufficient effort and detail.
FAIR It presents minimal effort, with minimal grammar mechanics. It is fairly presented with
(3) few supporting details.
POOR It is somewhat unclear and shows a little effort with poor grammar mechanics. It has
(2) confusing, choppy and incomplete sentences and has no proper organization.
VERY POOR It does not address the topic with limited attempt of explaining it. It is very unclear and
(1) has very poor grammar mechanics.

DIRECTIONS: In a separate sheet of paper, create your own timeline where in it shows your
development and at the same time the form/s of media you were able to use and
interact with. Output may include photos of you during a particular period or may also
be associated with drawings. This output must be in a long-size bond paper with 1”
margin along all sides. Be creative and think outside of the box!

BOOK REFERENCES
Teaching Guide for Senior High School Media and Information Literacy, Commission on
Higher Education (2016)
ONLINE REFERENCES
www.merriam-webster.com/dictionary
www.dictionary.cambridge.org
https://www.nicepng.com/ourpic/u2w7w7a9w7i1u2a9_teacher-png-female-teacher-clipart/
https://www.pinclipart.com/pindetail/xmToix_school-teacher-female-teacher-clipart-png-download/
https://www.kindpng.com/imgv/hRxRiJT_boys-head-boy-head-clipart-hd-png-download/
https://www.clipartkey.com/view/xRxwJx_boys-head-head-kid-clipart/
https://www.lynda.com/Business-Skills-tutorials/Creative-Thinking/548712-2.html
https://blog.lastpass.com/2016/06/what-your-business-needs-to-know-for-internet-safety-month.
html/
https://www.oxfordreference.com/view/10.1093/oi/authority.20110803100346392#:~:text=(prin
t%2Dbased%20media)%20Broadly,be%20made%20through%20automated%20processes.
https://www.oxfordreference.com/view/10.1093/oi/authority.20110803095528582
https://www.absolutemg.com/2014/12/23/traditional-media-balancing-effect/
https://online.seu.edu/articles/what-is-new-media/
 Hello, guys! I am Ms. Nicole. It’s good to
see you again here. Anyway, today is
another great day for us to unravel the world
of media and information in today’s
generation.
For today’s discussion, our topic will be
about how one particular issue or news is
presented through the different types of
media (print, broadcast and online).

Before we proceed, let us first try to recall

our previous lesson by answering these
questions:

1. What are considered traditional media?

2. What are under new media?
3. How did the evolution of media shape
norms and values?

1. Print media, television and radio broadcast, and motion

pictures or film are considered traditional media.

2. Under new media are social networking sites, web browsers,

search engines and blog sites.

3. Evolution of media shaped norms and values in a way where in people are
provided more access to information. In today’s generation, considering that
there is already new media present, people can gather and acquire news
information in just a click in their mobile devices.
DINGBATS QUIZ!
Let us try to do this activity!With the provided clues from pictures and illustrations, try to
guess the word that we are looking for.

WHAT AM I?
Direction: Write “P” for print media, “B” for broadcast media , “F” for film, and “N” for
new media.
1. ABS- CBN TV Patrol aired on channel 2
2. Harry Potter Complete Series Boxed Set Collection
3. Promotional poster uploaded in Facebook
4. Media and Information Literacy textbook
5. Don’t Let Me Down by The Chainsmokers in Spotify
6. 24- Oras news program uploaded on YouTube
7. One Punch-man manga uploaded in MyManga website
8. Saksi aired every Saturday night on GMA News TV
9. Philippine Daily Inquirer news paper
10. 7 Years by Lukas Graham played on 90.7 Love Radio
Let us analyze!
Among the items from the
activity, what are considered as
print media?
Harry Potter Complete Series Boxed
Set Collection, Media and Information
Literacy textbook and Philippine Daily
Inquirer news paper are considered
print media.

Among the items from the

activity, what are considered as
broadcast media?

ABS- CBN TV Patrol aired on channel 2,

Saksi aired every Saturday night on GMA
News TV and 7 Years by Lukas Graham
played on 90.7 Love Radio are considered
as examples of broadcast media.

What are considered as new

media from our activity?

Promotional poster uploaded in Facebook,

Don’t Let Me Down by The Chainsmokers in
Spotify, 24- Oras news program uploaded on
YouTube and One Punch-man manga
uploaded in MyManga website are the items
from the activity that are considered as
examples of new media.

TYPES OF MEDIA
 PRINT MEDIA - (print-based media) any written or pictorial form of communication
produced mechanically or electronically using printing, photocopying, or digital methods
from which multiple copies can be made through automated processes. More narrowly,
any form of ink and paper communication that is not hand-written or hand-typed,
including books, circulars, journals, lithographs, memos, magazines,
newspapers, pamphlets, and periodicals.

 BROADCAST MEDIA - uses media such as radio and television that reach target audiences
using airwaves as the transmission medium. Broadcast media advertising remains the
most expensive form of advertising because it reaches the largest audiences.
EXAMPLES OF TELEVISION BROADCAST
(CHANNELS):

 GMA
 ABS-CBN
 TV5
 UNTV
 HBO
 STAR MOVIES
 RPN
 ETC
 DISNEY CHANNEL
 PBO

EXAMPLES OF RADIO BROADCAST

(STATIONS)

 MAGIC 89.9
 BOMBO RADYO
 96.3 EASY ROCK
 DZMM
 LOVE RADIO
 MOR
 RADYO BANDERA

 MOTION PICTURES - also called film or movie, series of still photographs on film,
projected in rapid succession onto a screen by means of light. Because of the optical
phenomenon known as persistence of vision, this gives the illusion of actual, smooth, and
continuous movement.

EXAMPLES OF MOTION PICTURES

 FOUR SISTERS AND A WEDDING

 DIE BEAUTIFUL
 SEVEN SUNDAYS
 THROUGH NIGHT AND DAY
 THE INVISIBLE GUEST
 ENTENG KABISOTE
 PRAYBEYT BENJAMIN
 MANO PO
 TANGING INA
 SUKOB
 KISSING BOOTH
 BEFORE SUNSET

 NEW MEDIA - refers to “those digital media that are interactive, incorporate
two-way communication and involve some form of computing,” Robert Logan
writes in his book Understanding New Media. New media is “very easily processed, stored,
transformed, retrieved, hyperlinked and, perhaps most radical of all, easily searched for
and accessed.”

A distinction between new media and old media is that old media is for the most part mass
media. In addition, each form of new media is highly interactive, while mass media is not. Users of
new media are active producers of content and information, whether sending an email or using
Internet collaboration tools.
 New Media refers to communication channels that are digital and highly technological with
the use of the internet or network connection. This form of media provides more interactive media
experience since the audience has the ability to send and provide a feedback simultaeneously.
Example of this are the following:

 Social Media sites (Facebook, Twitter, Instagram)

 Search Engines (Google, Bing, Yahoo, etc.)
 Web Browser (Mozilla Firefox, Google Chrome, Internet Explorer, Opera Mini, etc.)
 Blog sites (Weebly, Wix, Wordpress, etc.)

I. Identify whether the following falls under print media, broadcast media or new media:

1. Harry Potter Complete Series Boxed Set Collection

2. Promotional poster uploaded in Facebook
3. One Punch-man manga uploaded in MyManga website
4. Saksi aired every Saturday night on GMA News TV
5. Philippine Daily Inquirer news paper

II. Compare and contrast the differences of media types in terms of the following considerations:

BROADCAST
PRINT MEDIA
CONSIDERATION MEDIA
(NEWS PAPER)
(TELEVISION)

CONTENT

BROADCAST NEW MEDIA

CONSIDERATION MEDIA (SOCIAL
(RADIO) NETWORKS)

AUDIENCE

DIRECTIONS: In a short-size bond paper, paste one (1) picture of your favorite print media,
television show, radio station/show and social media network/account where you get
news and information everyday. Take note that in each sheet of bond paper, it should
contain one (1) picture of one particular media type and an explanation why you have
chosen that particular one. All in all, 4 sheets of short-size bond paper will be collected.
Don’t forget to indicate your name, grade, section and your teacher.along all sides. Be
creative and think outside of the box!
 Hello, guys! I am Ms. Nicole. It’s good to
see you again here. Anyway, today is
another great day for us to unravel the world
of media and information in today’s
generation.
For today’s discussion, our topic will be
about how indigenous media is different
from the more common sources of
information such as library, internet, etc.

Before we proceed, let us first try to recall

our previous lesson by answering these
questions:

 What are examples of print media?

 What are the examples of broadcast
media?
 What are the examples of new media?

4. Examples of print media are books, newspapers, magazines,

manuscripts, tabloids, etc.

5. Broadcast media may be in the form of television or radio broadcast.

Examples of TV broadcasts channels are ABS-CBN and GMA, and
examples of radio broadcast stations are Love Rdio and MOR.

6. Examples of new media may be in the form of social networking sites

like Facebook, web browsers like Safari, search engines like Google and
blog sites like Weebly.
CARTOON ANALYSIS
DIRECTIONS: Evaluate and analyze the
cartoon on the right. Try to understand what
it is all about and answer the following
questions:
 What symbolisms are used in this
picture?
 What is the message of this
picture?
 Do you agree with the message?
Why or why not?

WHERE D’YA GET ME FROM?

DIRECTIONS: From the pool of items below, analyze what information source do you think a
particular item would be usually taken out from. In order for you to complete the activity, classify
each item to its corresponding column.

 Maute Insurgency in  NBA Finals 2017  History of the United

Marawi  Updates on the Nations
 Rewiew on iPhone 7 Plus Kto12 Senior High
School

INDIGENOUS LIBRARY INTERNET

Let us analyze!

SOURCES OF INFORMATION
1. INDIGENOUS MEDIA - may be defined as forms of media expression conceptualized,
produced, and circulated by indigenous peoples around the
globe as vehicles for communication.

INDIGENOUS KNOWLEDGE - knowledge that is unique to a specific culture or society; most

often it is not written down

INDIGENOUS COMMUNICATION - transmission of information through local channels or

forms
- it is a means by which the culture is preserved, handed
down and adapted

CHARACTERISTICS OF INDIGENOUS MEDIA

 Are transmitted from generation to generation

 Emerge from complete knowledge systems
 Are expressed in many formats. eg. oral, ceremony, artistic creations, artifacts, etc
 Are not all in the past; there is continued growth, innovation and change in practices
 Include history, law, spirituality, agriculture, environment, science, medicine,
animal behaviour and migration patterns, art, music, dance, craft, construction, and more
FORMS OF INDIGENOUS MEDIA

 FOLK OR TRADITIONAL MEDIA

 GATHERINGS AND SOCIAL ORGANIZATIONS
 DIRECT OBSERVATION
 RECORDS (WRITTEN, CARVED, ORAL)
 ORAL INSTRUCTION

2. LIBRARY - refers to a place wherein literary, musical, artistic and reference materials like
books, manuscripts, recordings, films and archives are kept for use but not for sale.

FOUR TYPES OF LIBRARY

 ACADEMIC LIBRARY- serves colleges and universities

 PUBLIC LIBRARY- serves cities and municipalities and is for public use
 SCHOOL LIBRARY - serves students from Kindergarten up until Grade 12
 SPECIAL LIBRARY - are in specialized environments such as hospitals, corporations,
museums, the military, private business, and the government.

3. INTERNET - refers to the global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using
standardized communication protocols.

Things to Consider in Evaluating Information:

 Reliability - information is said to be reliable if it can be verified and evaluated. Others

refer to the trustworthiness of the source in evaluating the reliability of
information.
 Accuracy - accuracy refers to the closeness of the report to the actual data. Measurement
of accuracy varies, depending on the type of information being evaluated.
 Value - information is said to be of value if it aids the user in making or improving
decisions.
 Authority - information gathered should have permission and should come from a credible
source.
 Timeliness - Reliability, accuracy, and value of information may vary based on the time it was
produced or acquired. It may become irrelevant and inaccurate with the passing
of time (thus making it less valuable)

Skills in Determining Accurate Information:

a. Look for facts.
b. Cross-reference with other source for consistency.
c. Determine the reason for writing and publishing the information
 I. Identify what type of library each item is categorized.
1. University of the Philippines Diliman Main Library
2. Cebu City Public Library
3. National Museum of the Philippines
4. Philippine Heart Center Medical Library
5. La Castellana Elementary School Library

II. Enumeration.
1 - 3. Three sources of information
4 - 5. Two examples of indigenous knowledge from your community

III. Essay.
1 - 5. For five points, differentiate indigenous knowledge from other sources of information.

SCORING RUBRIC FOR ESSAY

LEVEL DESCRIPTION
OUTSTANDING It is well written and very organized. Has excellent grammar mechanics
(5) and clear and concise statements, and demonstrates a thorough
understanding of the topic.
GOOD It is written fairly clear with good grammar mechanics and good
(4) presentation and organization. It presents sufficient effort and detail.

FAIR It presents minimal effort, with minimal grammar mechanics. It is fairly

(3) presented with few supporting details.

POOR It is somewhat unclear and shows a little effort with poor grammar
(2) mechanics. It has confusing, choppy and incomplete sentences and has no
proper organization.
VERY POOR It does not address the topic with limited attempt of explaining it. It is very
(1) unclear and has very poor grammar mechanics.

DIRECTIONS: Interview an elder from your community. Record his/her name, age, birthdate and
address. Ask the elder atleast three indigenous information that he/she knows that may
have been shared to him/her from the previous generations. Let them explain each one.
Write your output in a short-size bond paper.

BOOK REFERENCES
Teaching Guide for Senior High School Media and Information Literacy, Commission on
Higher Education (2016)
ONLINE REFERENCES
https://www.nicepng.com/ourpic/u2w7w7a9w7i1u2a9_teacher-png-female-teacher-clipart/
https://www.pinclipart.com/pindetail/xmToix_school-teacher-female-teacher-clipart-png-download/
https://www.kindpng.com/imgv/hRxRiJT_boys-head-boy-head-clipart-hd-png-download/
https://www.clipartkey.com/view/xRxwJx_boys-head-head-kid-clipart/
https://guides.library.ualberta.ca/first-nations-metis-inuit/indigenous-knowledges