MEDIA AND

INFORMATION
LITERACY
 Introduction to Media and Information Literacy

Media and Information Literacy involves

necessary skills that let a person interact using
different media platforms and get access to
information around the globe. These should be
learned because we are now living in the information
age when the media have a significant role in our
society towards disseminating information,
connecting
Literacy people, and
- Describes acting
the as antoagent
capacity read of change
and write
in our society.with the knowledge to determine,
associated
comprehend, explain, generate, communicate, and
 Media Literacy, Information
Literacy, and Technology
Literacy
Media literacy highlights the capacity of an individual to
understand the functions of media and determine the relevant
use and worth of media platforms. This means that an
individual knows how to use or manage media accounts or
media platforms.
Information literacy is the communication or acquiring of
data or facts that relate to the use of media information.
Technology literacy on the other hand, is the skill of an
individual to manipulate technology independently or with the
assistance of others in using the technology in an efficient and
suitable way.
 Tips for the responsible use
of media and information
1. Ensure personal information safety – Do not display or give away your personal
information on your social media account. When you are using applications and
websites, read first the “terms of use”. It’s wise to take a close look and read all the
sections thoroughly.
2. Get permission – When posting videos or pictures of other people on your social
media account, do not forget to ask for the owner's approval and of the people who
appeared in the video or picture.
3. Think before you click – When posting or sharing on social media, think first if the
information you are going to post or share is accurate, helpful, informative, nice, and
kind to others. Avoid posting or sharing inappropriate, uncomfortable, or rude
insights on your account.
4. Keep your password safe – Keep an eye on your account; do not let others know
your password. Update your password often to avoid your account from being
hacked or used by a poser.
5. Spread positivity – Share positive and uplifting posts to your friends. As much as
possible, avoid negativity and hate in your account because what you post on social
media becomes a reflection of yourself.
The Evolution of Traditional to New Media
The term “media” is described as means of communication for
people which includes newspapers, radio, televisions, and the internet.
In the advent of the “new normal”, the role of media has been
highlighted more than ever. The society relies heavily on media and
information technology, not only for communication, but also for
information dissemination, distance learning, work at home, etc. With
the attainment of technological advancement, people wondered how
media changes throughout time and what forms of media exist in
different ages. To answer these queries, let us now discover how media
have evolved from pre-industrial age to information age.
Here are the lists of media that have
evolved throughout the four ages in
history.
Pre-Industrial Age (Before 1700s)

• Cave paintings (35,000 BC)

• Clay tablets in Mesopotamia (2400 BC)
• Papyrus in Egypt (2500 BC)
• Acta Diurna in Rome (130 BC)
• Dibao in China (2nd Century)
• Codex in the Mayan region (5th Century)
• Printing press using wood blocks (220 AD)
 Industrial Age (1700s-1930s)

• Printing press for mass production (19th century)

• Newspaper- The London Gazette (1640)
• Typewriter (1800) Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)
• Telegraph
• Punch cards
 Electronic Age (1930s-1980s)

• Transistor Radio
• Television (1941)
• Large electronic computers- i.e. EDSAC (1949) and
UNIVAC 1 (1951)
• Mainframe computers - i.e. IBM 704(1960)
• Personal computers - i.e. HewlettPackard 9100A (1968),
Apple 1 (1976)
• OHP, LCD projectors
 Information Age (1900-2000s)

• Web browsers: Mosaic (1993), Internet Explorer (1995)

• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
• Social media: Friendster (2002), Multiply (2003), Facebook (2004)
• Microblogs: Twitter (2006), Tumblr (2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual Reality
• Video chat: Skype (2003), Google Hangouts (2013)
• Search Engines: Google (1996), Yahoo (1995)
• Portable computers- laptops (1980), tablets (1993) netbooks (2008),
• Smartphones
• Wearable technology
• Cloud and Big Data
PRINT MEDIA - This type of media paper and ink is reproduced in a printing process
that is traditionally mechanical such as books, newspapers, magazines, journals,
newsletters, and brochures. Print media may include text, graphics, or a combination
of both.
Visual Media - A type of print media that refers to pictures, photos, images, and
graphics used to channel communication using the sense of sight. Visuals combined
with text are also considered as visual media. Like text media, visual media are not
limited to print media, however. “Visual media” is a general term for any medium that
mainly makes
Examples use Media:
of Visual of sight as a channel to receive the message.
• Infographic
• Cartoons
• Photography

BROADCAST MEDIA - A type of media that reaches target audiences using airwaves
as the transmission medium. Examples of broadcast media are radio and television.
Examples of Visual Media:
• Audio Media
• Multimedia
• New Media

MEDIA CONVERGENCE - Media convergence refers to the merging of different equipment

and tools for producing and distributing news through digitization and computer networking.
Media and Information Sources
A. Indigenous knowledge is the distinctive knowledge kept
to a specific group of people. Local knowledge, folk
knowledge, people’s knowledge, traditional wisdom, or
traditional science are other terms used for it (Senanayak,
2006).
B. Library - As defined in Cambridge Dictionary, A library is
“a building, room, or organization that has a collection,
especially of books, music, and information that can be
accessed by computer for people to read, use, or borrow.”
C. Internet - As defined in the Oxford Dictionary, the Internet
is “a global computer network providing a variety of
information and communication facilities, consisting of
B. Secondary Sources of Information: Compared to primary
sources, secondary sources are not easily defined. Generally, written
after an original product, they usually aim to give reflection or
analysis. In short, they are analyses, interpretations, and evaluations
of primary sources. Secondary sources may be classified as index
type, survey type, and reference type.
 Indexes are typically found as one or more individual volumes at
the end of a set. Examples are index, bibliography, indexing
periodicals, and abstracting periodicals.
 Survey type involves the product of examination or description of
someone or something. Examples are reviews, treatises, and
monographs.
 The reference type consists of materials collected from others’
works such as encyclopedia, dictionary, handbook, manual and
critical tables.
C. Tertiary Sources of information: Tertiary sources are
commonly confused with secondary sources. Tertiary sources involve
Media language denotes how media producers make meaning about a certain medium
(advertisement, TV show, film, etc.) they are producing and how they transfer that meaning to
their target audience.
Denotative meaning is the literal meaning of the media text while connotative meaning
refers to the various interpretations that the text suggests to the audience which are often
associated with their culture, values, beliefs, etc.
Media Codes and Conventions - In interpreting the meaning of the media text, you have to be
able to understand two of the most significant aspects of media and information language – the
codes and conventions.
Types of Media Codes
■ Symbolic codes are audience-based. The meaning of the product is not based on the product
itself but on the interpretation of the audience.
■ Technical codes refer to codes specific to a media form alone. The knowledge and
connotations of different camera angles and shots make sense when looking at films and
photographs but mean nothing outside those forms.
■ Written codes are the formal written language used in creating a media product.
Types of Conventions
■ Form conventions are ways in which the types of media codes are expected to be arranged. F
■ Story conventions refer to the basic structures of narratives. Examples of story conventions
involve narrative structures, character constructions, and point of view.
Media producers, stakeholders, and
audience
■ The media producers refer to the people who initiate,
plan, and produce media texts.
■ Stakeholders refer to people or organizations that share
the same interests or intentions.
■ The audience, on the other hand, is a significant element
in delivering media texts.
Legal, Ethical and Societal Issues in Media and
Information
A. Intellectual Property (IP) as referring to the “creations of the mind, such as
inventions; literary and artistic works; designs; and symbols, names, and images used
in commerce” (World Intellectual Property Organization, 2016)
Types of Intellectual Property:
■ 1. Copyright. It is a legal term used to describe the rights that creators have over
their literary and artistic works.
■ 2. Patent. It is an exclusive right granted for an invention. It provides the patent
owner with the right to consent on the invention or a way for others to use it.
■ 3. Trademark. It is a distinguished sign of goods or services of one enterprise from
those of other enterprises.
■ 4. Industrial Design. WIPO (2016) defines Industrial design as an ornamental or
aesthetic aspect of an item.
■ 5. Geographical Indications and Appellations of Origin. These are signs used on
products possessing qualities, a status, or characteristics that are essentially
attributable to that location of origin.
B. FAIR USE - Fair use is a legal principle stating that one can use a copyrighted work without a
license for the following purposes: commentary, criticism, reporting, research, and teaching.
C. NETIQUETTE - Netiquette or network etiquette is a set of rules for behaving properly online
Digital Footprint is any data record of the things you do online.
Anything on the Internet with your name creates a trail of data about
you.
Data Privacy - not only virtual self and digital footprint are
incorporated in netiquette. Respecting and managing data privacy is
also a responsible behavior on the Internet. The respect should be
mutual between the media user and the producer.
Digital Divide - as part of being mannerly towards others online, it is
also helpful to know that not everyone has the same access to high-
speed internet, or even so, regular digital access, or advanced digital
knowledge so we are called to be understanding, helpful, and polite to
the digitally disadvantaged.
D. COMPUTER ADDICTION AND CYBERBULLYING
Computer Addiction is the “overdependence or a damaging need to
do something on computer or internet” (E-Learning Guide on Media and
Information Literacy). Its impact could be linked to sleep deprivation,
anxiety and even depression.
ACTIVITIES: