RESOURCES OF MEDIA AND INFORMATION
opinion or comment about certain things you
PEOPLE MEDIA
TYPES OF PEOPLE MEDIA
1. People “AS” Media
2. People “IN” Media
PEOPLE “AS” MEDIA
 People serving as the channels of information
 Any person who is exposed to media messages
is also able to serve as a conduit of information
and an influencer of ideas. You can be
considered people as media when you
yourselves are well-oriented to media sources
and messages and when you are able to provide
information as accurate and reliable as possible.
People as media are highly expected to be
responsible disseminators of information
 Political communication, or the exchange of
information within the context of politics and
governance, is perhaps one of the most
apparent examples of how humans act as
media. In the Philippines, election campaigns
will never be the same way without the voices
of the members of the campaign trail going to
places and promoting the candidacy of their
electoral bet.
 People as media may or may not be aided by a
certain media technology. It may be that the
message literally comes out from their mouth
and directly received by the receivers auditory
sense. Or, they are delivered using a particular
media form such as social media.
 The main point is that people as media tap
networks of friends, peers, colleagues and
communities. People as media are manifested
through person-to-person transfer of content or
information
 People as media rely heavily on networks
primarily because the first set of people who
would find you credible would be the people
within your circle. You do not find it difficult to
convince people precisely because of the belief
that what you relay or convey to them is
truthful and based on facts. This is the principle
that explains why you rely on your friends‘
feel that they are greatly knowledgeable about.
You may also think that they perhaps have quite
a good network of people from which they may
have obtained the information.
Industrial Application of People as Media
 In a Web log by King Fish Media (2013), it is
interesting to note how people as media is
defined in the light of a marketing approach
that a famous shoe brand employs. People as
media has been described as a way of “turning
your customers into brand advocates by starting
conversations and bringing like-minded people
together”. Customers guide fellow customers
about the product or service at hand. This can
be seen when consumers discuss in an online
forum their level of satisfaction with a particular
product and promote it to other people.
 According to Lalla (2012), traditional media
have diminished in providing profitable returns
for consumer goods/brands. In the words of
Lalla: "The ripples of influence come from the
people carrying a message, instead of the
channel carrying it. These ripples spread and
create waves.. get powerful as they overlap and
spread further and farther." This means that
more than the technology used to relay the
message, it is the people that uses the
technology who influences the receivers of the
said message.
GROUP OF PEOPLE THAT FALL UNDER
PEOPLE AS MEDIA
 Opinion Leaders
 Citizen Journalism
 Social Journalism
 Crowdsourcing
OPINION LEADERS
 One of the more important features of people
media is the existence of intermediaries who
are known in media studies as opinion leaders.
 You are considered an opinion leader when you
are highly exposed to and actively using media.
 In doing so, you become a source of a viable
interpretation of messages for lower-end media
users.
 You notice that leaders must hold an esteemed
position among members of a group for the
opinions to be accepted by the group
 Opinion leaders are expected to have a first
instance of exposure to the media content
especially on topics that they are more involved
in. They interpret the media content based on
their views and biases, and these
interpretations are then passed on to Opinion
Followers who are assumed to have less
frequent exposure or contact with media
(Baran, 2010). A good example is when you ask
a friend about his comment on a film you have
recently seen and you believe him to be very
much knowledgeable on that genre of the film.
 Media and information literacy is very much
relevant when becoming an opinion leader
cause you become responsible with forming an
educated and informed opinion on matters that
you have great influence on. Others may
capitalize on being an opinion leader mainly to
be accepted in a group and enhance their social
standing within that group. Opinion followers
are less socially active even if they are on the
same social status as opinion leaders (Baran and
Davis, 2009). Opinion leaders influence people
like themselves rather than those above or
below them in the social order.
 Katz (1957) identified the following reasons as
to why opinion leaders are more influential
than the media themselves:
They are seen as trustworthy and non-
purposive
They have a more changing or determining role
in an individual's opinion action
 Being an opinion leader is not static. Littlejohn
(2008) argued that "opinion leadership changes
from time to time and from issue to issue" and
that an opinion leader may be monomorphic (or
someone influential in one topic or polymorphic
(or someone who is well versed on a variety of
topics). Gatekeeping is also one of the
perceived functions of opinion leaders because
they “screen media messages and pass on those
messages and help others share their views."
 EXAMPLE: Social Media Influencer, Celebreties,
Politicians, Vlogger, Sports Star, etc.
CITIZEN JOURNALISM
 Perhaps one of the most recent developments
in the aspect of information sharing is citizen
journalism.
 Also known as "public," "participatory,"
"democratic," "guerrilla," or "street" journalism,
citizen journalism occurs when members of the
public become active participants in the
collection, reportage, analysis, and
dissemination of news and information to other
citizens(mashable.com).
 Ordinary citizens like you become people media
in your own rights because you perform the
same functions professional journalists do.
Most people consider citizen journalism as "a
specific form of both citizen media and user
generated content."
 Citizen journalism has become prevalent
because of the proliferation of new media
technology such as social media and other
means over the Internet. Without necessarily
becoming stringers or reporters affiliated with a
news organization, citizen journalists are able to
provide immediate and, oftentimes, real-time
information on events that mainstream
reporters would normally have no instant
access to.
 EXAMPLE: Bayan Mo, Ipatrol Mo!
SOCIAL JOURNALISM
 Likened to open publishing where readers
intentionally or unwittingly contribute content
just by sharing through their online social media
accounts
 But the distinguishing factor between social
journalism and citizen journalism is that the
content of social journalism is still produced by
professional journalists. Social journalism
becomes a viable source of information (only
when properly vetted or verified) because the
 audience become more involved in
contributing. The observable downside is that
this may be bound to be abused through
reliance to third-party sources that the stories
may fail to undergo rigorous verification and
fact-checking.
CROWDSOURCING
 Also called collective mobilization
 This is when a group of people or a crowd is
solicited for information by certain entities or
institutions
 A person over social media can post a question
or inquiry in his or her social media account
where other people (either random strangers or
people within the social circle) can openly share
their answers or thoughts
 This is especially useful in business situations
because ordinary people can provide
information to organizations regarding “new
ideas and solutions, deeper consumer
engagement, opportunities for co-creation,
optimization of tasks, and reduced costs.”
 Crowdsourcing can be used to do the following:
-Promote innovative ideas
-Encourage interconnectedness in idea sharing
-Motivate co-creation
-Encourage participation from consumers or
ordinary citizens
-Promote a more efficient and productive way
of sharing information
People “in” Media
 Media practitioners themselves
 Provide information coming from their expert
knowledge or first-hand experience of events
 Are those involved in media forms that they are
primarily engaged in—print, broadcast, film,
new media, and gaming
Examples:
 Print Journalists
 Photojournalists
 Broadcast Journalists
 Multimedia Journalists
TEXT INFORMATION AND MEDIA
TEXT (Definition)
 According to Rouse (2015), a text is any
"human-readable sequence of characters that
can form intelligible words.
 It may be in the form of phonetic characters or
even glyphs which are associated with ancient
writing culture. Text, when used in information
technology, is distinct from non-character
encoded data, such as graphic images in the
form of bitmaps and program code
 According to Parekh (2006), the textual medium
offers an easier and more flexible use in terms
of content production, which is why it is ideal
for learning. Text is one of the elements of
multimedia products that can then be
combined with several other elements to
present information and create an impression
or impact. A text may be categorized into
three…
TEXT (TYPES)
1. Plaintext/Unformatted
2. Formatted
3. Hypertext
1. Plaintext/Unformatted – corresponds to a
set of characters in the American Code of
Information Interchange consisting of fixed
sized characters having essentially the same
type of appearance. For instance, when you
type a particular letter using word
processor, the letter actually has an
equivalent set of characters when
translated into a computer program.
2. Formatted text – appearance can be changed
using font parameters (bold, underline, italic,
font size, font color, etc.)
3. Hypertext – serve to link different electronic
documents and enable users to jump from one
to the other in a nonlinear way
 TEXT (formats)
Texts a re kept in different file formats. A fil
format refers to the digital document or
information that is stored in a computer as a
sequence of bits and bytes. Here are some of
the common file formats:
TEXT (Advantages and limitations)
ADVANTAGES
 Text reduces the memory demands of spoken
language by providing a lasting record
 It can be organized into a form that is logical,
linear, and concise
LIMITATIONS
 The most obvious drawback of a text as a
knowledge building and communication tool is
that it lacks the inherent expressiveness of
speech
 When speech is transcribed into text, it loses
many of its unique qualities – tone, rhythm,
pace and repetition that helps support
comprehension
TEXT (value)
To understand the value of a text, we must first
understand what typography is.
Typography is how text looks, which is the total
result of the font used, its size, the line, length,
line spacing, the style of characters chosen, and
the presence and arrangement of punctuation.
Typography is really important, and this means
that how a text is used in any design is equally
important. A good designer knows how to
utilize text so that it may attract people for
various reasons.
Therefore, by being able to comprehend any
form of text, its VALUE is evident when it:
 Provides us New Information
 Promotes Analytical Thinking
 Motivates the readers
TEXT AS VISUAL
Text can also be used as visuals, in this case, we
call these kinds of texts Visual Texts.
Visual Texts - texts that are created using still or
moving images, so basically they are just images
with text with more emphasis on the text.
Visual texts sometimes have words, but at other
times they are just telling a story.
Visual texts can help in understanding the
images and words in the context where it is
being used by conveying more information to
the reader.
All visual texts are influenced by the culture,
values, ideologies and world views of the place
where they are created. So for example, of a
visual text would be created in the Philippines,
then it would be wise to incorporate the
Philippine culture into the visual text to increase
the size of the target audience.
SELECTION CRITERIA
In evaluating the text we produce or read,
California State University at Chico has
developed a test that determines if the
information is reliable.
This test is called the CRAAP test.
It consists of the following criteria: Currency,
Relevance, Authority, Accuracy, and Purpose.
These criteria can apply to all resources, and
especially to resources that come from web
sites.
CURRENCY
This criterion deals with the timeliness of the
information. This criterion is extremely
important especially when it comes to wanting
to get the most recent information on a subject
matter to make your study more relevant.
When was the info published? Has it been
updated?
RELEVANCE
This criterion asks you if the text that you have
found is what you were looking for and answers
the questions that you had in mind at the time
of the search.
Does the info relate to the topic? Does it answer
your question? Who is the intended audience?
AUTHORITY
This is a really important criterion, it involves
going to the source of the work and asking who
the author/s are and checking if the people who
wrote it have the right qualifications in terms of
academic degrees, professional experience, or
affiliations to gauge the authors’ skills.
Who is the author? Are the author’s credentials
or organizational affiliations given?
ACCURACY
This criterion checks on the reliability, validity,
and truth of the found text.
DESIGN PRINCIPLES AND ELEMENTS
1. EMPHASIS - importance or value given to a
part of the text-based content.
2. APPROPRIATENESS – how fitting or suitable the
text is used for a specific audience, purpose or
event.
3. PROXIMITY – how near or far the text elements
are from each other- when two things are
closely related, they are usually close to each
other
4. ALIGNMENT– how the text is positioned in the
page (left, center, right, or justified)
5. ORGANIZATION– conscious effort to organize
the different text elements in a page. Ensures
that while some text elements are separated
from each other, they are still somehow
connected with the rest of the elements in the
page
6. CONTRAST– creates a visual interest. Two
elements are different from each other
7. REPETITION – consistency of elements
- unity of the entire design
- repeating some typefaces within the page

Where does the information come from?

VISUAL INFORMATION AND MEDIA
Is the info supported by evidence?

Can the info be verified from another source or

from personal knowledge?

Does the language or tone seem unbiased and

free of emotion?

PURPOSE
This criterion evaluates and asks “Why does this
information exist?” This information is
important in order to correctly utilize the
content that you have found.

What is the purpose of the info? To inform?

• Refers to materials, programs, applications and
Sell? Entertain? Persuade?
the like used to formulate new information to
Is the information fact? Opinion? Propaganda? aid learning through the use, analysis,
evaluation and production of visual images
 • Visual media requires interpretation of the data Infographics, for example, are representations of
gatherer. The level of reliability compared to information in a graphic format designed to make the
other sources may vary considerably. data easily understandable at a glance.

Types of Visual Media • People use infographics to quickly communicate

a message to simplify the presentation of large
1. Non-Projected Visual Media – requires no amounts of data, to see patterns and
projection material or electric power.
relationships, and to monitor changes in
Examples: Comic Strips, Flash Cards,
variables over time.
Illustrations, Maps, Charts, Posters
Visual Design
2. Projected Visual Media – requires electronic
power; uses bright light to pass through a • Refers to the design principles and elements in
transparent picture, by means of a lens the production of visual media and information
that take into consideration the visual
Examples: Film Strip, Overhead
perception of the audience in regards with their
Projector, Presentations, Movies
prior knowledge, culture, etc.
Purpose of visual media
Elements of visual design
• Gain attention
1. Line
• Create meaning
2. Shape
• Facilitate retention
3. Value
Advantages and Limitations of Visual Media
4. Texture
ADVANTAGES
5. Color
• Visual media provides greater impact and
6. Form
retention among audiences from entertainment
to education. 1. Line
• Complex information is presented graphically • Is a mark in a surface connecting two points
which makes it easier for people to interpret
• It is used to define a shape, separate
the message.
information, and make textures
• It attracts the learner, motivates to focus on
• Can vary from Vertical, Horizontal, Diagonal,
learning, and easily remember the learning
Zigzag, Curved
process.
• Geometric (uniform width) or Organic (non-
LIMITATIONS
uniform width)
• There may be details or information that may
2. Shape
get left out compared to text which can provide
a more complete and detailed explanation • is a self contained area from a series of lines
• Also, unregulated use of visual media especially • May be geometric or organic
to children can be harmful due to some content
that are violent and inappropriate. Therefore 3. Value
guidance is needed • The degree of light and dark in a design
Value of Visual Information • Contrast between black and white and all the
• Visual information plays a very important role in tones in between
information dissemination. 4. Texture
 • The way a surface feels or is perceived to feel
• A texture can be created when a single element
is repeated (sometimes with variation) resulting
to a pattern
5. Color
• In technical terms, refers to the sensation
generated to the eyes of the beholder due to
differences in frequencies
• Is determined by its hue(name of color),
intensity(purity of the hue), and value(lightness
or darkness of the hue)
• Used for emphasis and may elicit emotions
form viewers
6. Form
• A figure having volume and thickness
• An illusion of a 3-dimensional object can be
implied with the use of light and shading
• Can be viewed from many angles
Principles of Visual Design
The principles of design are the recipe for a good work
of art. The principles combine the elements to an
aesthetic placement of things that will produce a good
design
How to use the tools to make art
1. Center of Interest
2. Consistency
3. Balance
4. Harmony
5. Contrast
6. Rhythm/Movement
7. Perspective
1. Center of Interest
• Is an area that first attracts attention in a
composition.
• This area is more important when compared to
the other object objects or elements in a
composition. This can be by contrast of values,
more colors, and placement in the format.
2. Consistency
• Consistency of margins, typefaces, typestyle,
and color is necessary, especially in slide
presentations or documents that are more than
one page
3. Balance – elements are arranged symmetrically or
asymmetrically to create the impression of equality in
weight or importance
• symmetrical : evenly
balanced; or
• asymmetrical : unevenly
balanced
4. Harmony
• brings together a composition with similar units
• if your composition was using geometric
shapes, to observe harmony, you would stay
with those type shapes and not put in just one
organic shape
5. Contrast
• Creates a visual interest wherein the differences
of elements are highlighted
• Can be used as a background to bring objects
forward in design.
6. Rhythm/Movement
• The use of recurring elements to direct the
movement of the eye through the visual
• Like a dance, it will have a flow of objects that
will seem to be like the beat of music.
7. Perspective
• Created through the arrangement of objects in
two dimensional space to look like they appear
in real life
 AUDIO INFORMATION AND MEDIA 4. WMA

AUDIO 1. MP3 (MPEG Audio Layer 3) - a common

format for consumer audio, as well as a
• Refers to sound, either recorded, transmitted or standard of digital audio compression for
reproduced. the transfer and playback of music on most
digital audio players.
AUDIO MEDIA 2. M4A/AAC (MPEG4 AUDIO/ ADVANCED
Media communication that uses audio or recordings to AUDIO CODING)- an audio coding standard for
deliver and transfer information through the means of lossy digital audio compression. Designed to be
sound. the successor of the MP3 format, AAC generally
achieves better sound quality than MP3 at
TYPES OF AUDIO INFORMATION similar bit rate *Lossy – this format compresses
audio files resulting to some loss of data as the
1. Radio Broadcast
compression algorithm eliminates unnecessary
2. Music information and simplifies the data.

3. Sound Recording 3. WAV (Waveform Audio)- is a Microsoft audio

file format standard for storing an audio
4. Sound Clips/Effects
bitstream on PCs. It has become a standard file
5. Audio Podcast format for game sounds, among others.

1. RADIO BROADCAST – transmission of live audio
signals through the air.
2. MUSIC- vocal or instrumental sounds combined
in such a way as to produce beauty of form,
harmony, and expression of emotion.
- it is composed and performed for many purposes,
ranging from aesthetic pleasure, religious or
ceremonial purposes, or as an entertainment
product.
4. WMA (Windows Media Audio) – is an audio
data compression technology developed by
Microsoft and used with Windows Media
Player.
CHARACTERISTICS OF SOUND
1. Intensity- loudness/softness
2. Duration- length of time

3. SOUND RECORDING - recording of an interview, 3. Pitch- highness or lowness of a sound

meeting, or any sound from the environment.
4. Timbre- tone color (distinctive characteristic)
4. SOUND CLIPS/EFFECTS- any sound, other than
SOUND DESIGN
music or speech, artificially reproduced to create an
effect in a dramatic presentation (ex. sound a door ELEMENTS OF SOUND DESIGN
creaking)
1. Dialogue
5. AUDIO PODCAST- a digital audio or video file or
recording, usually part of a themed series, that can 2. Sound Effects
be downloaded from website to a media player or 3. Music
computer.
4. Silence
VIDEO
1. Dialogue- spoken words
COMMON AUDIO FILE FORMATS
- speech, conversation, voice-over
1. MP3
2. Sound Effects
2. M4A/AAC
- sounds other than speech or music that are added to
3. WAV make it seem more exciting or real.
3. Music – vocal or instrumental sounds (or both) • Requires concentration so that your brain
combined in such a way as to produce beauty of form, processes meaning from words and sentences.
harmony, and expression of emotion Listening leads to LEARNING.

4. Silence – absence of audio or sounds.

- Can be used as transition from one audio element to

another, from one topic to another, etc.

PRINCIPLES OF SOUND DESIGN

1. Pace

2. Mixing

3. Transitions

4. Stereo Imaging

1. Pace – Time control. Editing. Order events.

2. Mixing – the combination, balance and control of

multiple sound elements.

3. Transitions – how you get from one segment or audio

element to another type

TYPES OF TRANSITIONS:

1. Segue – one element stops, the next begins

(“cut” in film)

2. Cross-fade – one element fades out, the next

fades in, and they overlap on the way.

3. V-fade – first element fades to inaudible before

the second element begins to fade in

4. Fade to black- V-fade with some silence

between elements

5. Waterfall – As first element fades out, the

second element begins at full volume.

4. Stereo Imaging – Using left and right channel for

depth. This refers to the aspect of sound recording and
reproduction concerning the perceived spatial locations
of the sound source both laterally and in depth.

VIDEO
HEARING VS. LISTENING
HEARING

• Simply the act of perceiving sound by the ear.

LISTENING