Introduction To Media Information Literacy

Introduction to Media &
Information Literacy
Lesson 1 : Communication, Media, and Technology
This course is about media and information literacy.
It is designed to equipe you with the necessary skills
and perspectives to be a critical consumer and a
responsible producer of information. In this lesson,
we will be defining and introducing fundamental
terms and concepts essential to our learning of media
and information literacy. We will also be listing the
various milestones in the evolution of media.
How Communication is affected by
media and information
1. What is communication?
2. Why do we communicate?
3. How do we communicate?
Communication
Communication happens when a message is

transmitted from one party to another. It is
accomplished through the exchange of mutually
understood signs and symbols
Signs
Refer to anything that denotes something

other than itself. It could be a word, a gesture,
or even a picture so long as it possesses some
form of built-in meaning. Signs often hint at the
presence or occurrence of something else.
Symbols
Refer to marks, signs, or words that convey

meaning. They are capable of expressing
otherwise complex concepts simply and
universally.
One of the most prominent frameworks used
to capture and explain communication is
Lasswell’s Model of Communication, created by
and named after the political scientist Harold
Lasswell (1948).
What is Media?
Media – refers to the combination of Physical
objects used to communicate or mass media
communication through physical objects, such
as Radio, Television, Computers, Telephone,
Mobile Phone, and Film
Media exist in many forms. They can be
narrowed down to three specific types:
New
PrintMedia
Broadcast
MediaMedia
Includes websites,
▪ Includes books, social media,
radio, Television,
newspapers, video
andand
onlinegames,
magazines.
etc.
streaming.
▪ Mass-produced with paper and ink.
Shared and
▪▪ Relayed accessed
through through
airwaves thedevices.
and digital world.
▪ Considered “traditional media”.
“new” media.“traditional” media
▪▪ Considered
What is literacy?
▪The ability to decode a

message
Media Literacy
▪ is understanding and using mass media in either an assertive

or non assertive way, including an informed and critical
understanding of media, what techniques they employ and
their effect.
▪ The ability to read, analyze, evaluate, and produce

communication in a variety of media forms, e.g. television,
print, radio computer and other.
Media Literacy
It has become increasingly difficult to distinguish between

reality and fiction these days. Not every source of
information is credible, and content creators have agendas to
push. When consuming any form of media, it is always a
good practice to ask yourself the following questions:
▪ Who created this?
▪ For what purpose?
▪ For which audience?
▪ How does this make me feel?
You also have to keep this key concept
in mind: Media is created, and their
creators have their own reasons and
motivations for doing so.
Why is Media & Information important?
1. The influence of media in our central

2. The high rate of media consumption and
3. The media’s influence on shaping perceptions, beliefs and attitudes.
4. The increasing importance of visual
5. The importance of information in society
What is Information
▪ Information is a broad term that can cover data,

knowledge derived from study, experience, or
instruction, signals or symbols.
▪ In the media world, information is often used to

describe knowledge of specific events or situations
that has been gathered or receive by communication,
intelligence or news.
Information Literacy
Refers to the ability to find, assess, and communicate

all forms of information. It consist of skills that you
need to discern what is useful and relevant and what
is not.
You must always process information critically and

ensure that the data you use comes from trustworthy
sources.
What is Technology
▪ Technology is defined as the science in industry,

engineering etc., to invent useful things or to solve
problems. Through the years, it has galloped over
different phases
▪ For Example, from traditional telephones to

smartphones, from paper books to electronic books
Technology Literacy
is the responsible means of using various

technological tools in order to meet one’s goal in
acquiring and giving the right information.
Convergence
Refers to the coexistence of traditional media and

new media. Despite their differences, both forms of
media can exist simultaneously without conflict
because they share the same aforementioned
purpose: to share the message from one entity to
another.
In this day and age, people do not have to rely on one

specific platform to get their information, hence the
rapid push towards media convergence.
Media & Information Literacy
Plays an important role in communication and

information dissemination. Media and information
will enable us to access, understand and create
communications in a variety of contexts in the form of
accessing, understanding, and creating media and
information
• Accessing Media & Information – The use, navigate,
manage, store and retrieve content in print, radio and
online
• Understanding Media and information – Viewers ability
to read, deconstruct, and evaluate media contexts and
motivations. A critique view on quality of material being
broadcast and shared
• Producing Media and Information – Viewers or netizens
ability to produce, distribute and publish ideas and
information via mainstream media or social media
Media & Information Play Several Roles. They:
• Act as channels of information and knowledge through

which citizens communicate with each other and make
informed decisions,
• Facilitate informed debates between diverse social actors.
• Provide us with much of what we learn about the world

beyond our immediate experience.
Media & Information Play Several Roles. They:
• Are means by which a society learns about itself and

builds a sense of community.
• Function as a watchdogs of government in all its
forms, promoting transparency in public life and
public scrutiny of those with power through
exposing corruption, misadministration and
corporate mistakes.
• Are essential facilitators of democratic processes and

one of the guarantors of free and fair elections.
Basic Concepts
1. Media construct our culture. Our society and culture –

even our perception of reality – is shaped by the information
and images we receive via the media.
2. Media Messages affect our thoughts, attitudes and

action. All of us are affected by advertising, news, movies,
pop music, video games, and other forms of media.
Basic Concepts
3. Media use the “The Language of persuasion”. All media

messages try to persuade us to believe or to do something.
News, documentary films, and nonfiction all claim to be
telling the truth.
4. Media Construct fantasy worlds. Movies, TV Shows, and

music videos sometimes inspire people to do things that are
unwise, anti-social or even dangerous.
Basic Concepts
5. No one tells the whole story”. Every media maker has a

point of view. Every good story highlights some information
and leaves out the rest
6. Media messages contains “text” and “subtext”. The text

is the actual words, pictures and/or sounds in a media
message. The subtext is the hidden and underlying meaning of
the message.
Basic Concepts
7. Media messages reflect the values and viewpoints of

media maker. Our values and viewpoints influence our choice
of words, sounds and images we use to communication
through media
8. Individuals construct their own meanings from media.

Although media makers attempt to convey specific messages,
people receive and interpret them differently, based on their
own prior knowledge and experience, their values and their
beliefs
Basic Concepts
9. Media messages can be decoded. By “deconstructing”
media, we can figure out who created the message, and why.
We can identify the techniques of persuasion being used and
recognize how media makers are trying to influence us. We
notice what parts of the story are not being told, and how we
can become better informed.
10. Media literate youth and adults are active consumers

of media. Media literacy helps people consume media with a
critical eye, evaluating sources, intended purposes, persuasion
techniques and deeper meaning.
ARTICLE 19 OF THE UNIVERSAL
DECLERATION OF HUMAN RIGHTS States that
“Everyone has the right to freedom of opinion and expression;

this right includes freedom to hold opinions without
interference and to receive and impart information and ideas
through any media and regardless of frontiers (United Nations,
1948). MIL equips citizens with the necessary competencies to
seek and enjoy the full benefits of this fundamental right.
WHY IS MIL IMPORTANT TODAY?
In an era where information is readily accessible but also

easily manipulated, MIL is crucial. It helps individuals
become discerning consumers and responsible creators of
media content, contributing to a more informed and engaged
society.
1 Thessalonians 5:21 reads
"Prove all things; hold fast that which

is good."

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Introduction to Media &

Communication happens when a message is

Refer to anything that denotes something

Refer to marks, signs, or words that convey

▪The ability to decode a

▪ is understanding and using mass media in either an assertive

▪ The ability to read, analyze, evaluate, and produce

It has become increasingly difficult to distinguish between

1. The influence of media in our central

▪ Information is a broad term that can cover data,

▪ In the media world, information is often used to

Refers to the ability to find, assess, and communicate

You must always process information critically and

▪ Technology is defined as the science in industry,

▪ For Example, from traditional telephones to

is the responsible means of using various

Refers to the coexistence of traditional media and

In this day and age, people do not have to rely on one

Plays an important role in communication and

• Act as channels of information and knowledge through

• Provide us with much of what we learn about the world

• Are means by which a society learns about itself and

• Are essential facilitators of democratic processes and

1. Media construct our culture. Our society and culture –

2. Media Messages affect our thoughts, attitudes and

3. Media use the “The Language of persuasion”. All media

4. Media Construct fantasy worlds. Movies, TV Shows, and

5. No one tells the whole story”. Every media maker has a

6. Media messages contains “text” and “subtext”. The text

7. Media messages reflect the values and viewpoints of

8. Individuals construct their own meanings from media.

10. Media literate youth and adults are active consumers

“Everyone has the right to freedom of opinion and expression;

In an era where information is readily accessible but also

"Prove all things; hold fast that which

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