MEDIA & INFORMATION LITERACY learned and used by the ancient people, in writing and expressing
FIRST GRADING REVIEWER themselves.
Introduction to Media & Information Literacy
Media – derived form the Latin Word medius, which means “middle;”
refers to the tool people use to mediate or facilitate the transfer of
communication between a sender and a receiver; refers to sources
of credible and current information created through an editorial
process determined by journalistic values, whereby editorial
accountability can be attributed to aa specific organization or a legal
person.
Information – a broad term that is derived from study, experiences, or
instructions; refers to any facts or details about a subject that depict
meanings to a person.
Literacy – ability to not only read and write but also understand and
solve problems; state of being knowledgeable or well versed about a
specific subject.
Technology – derived from the Greek words techne, which means art
or skill, and teknologia, which means systematic treatment; defines
as “the systematic application of one’s art or skill for a practical
purpose.”
Communication – process by which messages or information is sent
from one place to another or the message itself; sharing of
messages between human beings; SMCR-E Model by Rogers &
Shoemaker.
Media Literacy – ability to access, analyze, evaluate, and create media.
Information Literacy – set of abilities which require individuals to
recognize when information is needed and to locate, evaluate, and
use it effectively.
Technology Literacy – ability to responsibility and effectively use
technology, tools, or networks in accessing, analyzing, evaluating,
and creating the message (Colorado Department of Education).
Media & Information Literacy (MIL) – ability to access, analyze,
evaluate, and create information from media and other information
sources.
According to the Functional Literacy, Education, and Mass Media
Survey (FLEMMS) of the National Statistics Authority (now Philippine
Statistics Authority) in 2008, 94% of Filipinos aged 10 to 64 years
old are exposed to television, 90% to radio, 83% to newspaper, and
44% to the Internet.
Media Habits – normal use of media.
Media Lifestyle – use of media based on lifestyle
Media Preferences – pertains to a person’s choice of media platforms.
The Evolution of Traditional to New Media
Technological Determinism – a theory that believes technology is a
steering factor in how a society develops its structure and values; by
Marshall McLuhan (1969), a renowned Canadian communication
theorist.
Tribal Age – prevalence of oral communication; face-to-face
communications primarily through their auditory senses;
characterized as an oral society dependent on speech and word-of-
mouth.
Age of Literacy – introduction of phonetics as a bombshell, installing
sight at the head of the hierarchy of sense; humans learned to read
and write, which amplified the sense of sight; people were awakened
by the rationality of alphabet use; hieroglyphs – writing system
Print Age – Gutenberg press or movable type in the 15th century was
invented by Johannes Gutenberg; books and papers were
reproduced manually, making it restricted to the ruling class or the
elite members of society; Mass production made knowledge no
longer restricted to the privileged rich and the ruling class;
Homogeneity – people spoke and wrote in the same language, which
made it easier for a person to associate himself/herself to a group;
this period was also the birth of Industrial Age marked by the
transition in manufacturing processes.
Electronic Age – the invention of the telegraph started an electronic
revolution that diminished the role of the print media; it “retribalized”
people restored their sensory balance; telegraph, radio, film,
telephone, computer, television; Television was the newest form of
media believing that it is “the most significant of the electronic
media;” Global Village
New Age – New Media – products and services that provide
information or entertainment using computers or the internet;
digitally produced as interactive and require at least a two-way
communication;
Three Key Innovations that led to the development of the New Mass
Medium – 1. Affordable Personal Computer, 2. The Digitization of
Information, 3. Internet.
New Media or Information Age – it marked a major turnaround in
communication transforming the end users of media from being
mere receivers of messages into senders who are able to create
content themselves.
Information Literacy
Information – knowledge that a person gets about someone or
something.
Data – unstructured facts and figures that create the least impact on
the receiver.
Knowledge – human understanding of a subject matter derived from
experience, learning and thinking.
Information Literacy is a means to empower people in all walks of life
to seek, evaluate, use and create information effectively to achieve
their personal, social, occupational, and educational goals.
Issues on Ethical Use of Information
Privacy – state of being alone or being away from public attention.
Accuracy – relates to the correctness of the information source to the
details of the information; dates, places, persons involved and other
details are essential data in testing the accuracy of an information
source.
Plagiarism – use of words or ides of another person as if they were
your own words or ideas
Types of Media
Print Media – the industry of printing and distributing information, is
the oldest form of the media.
 Books – are considered to be the oldest print medium which
can be traced back as far as 3 500 BCE.
 Newspaper – is a lightweight, serial publication which comes
out regularly, and contains news on current events of special
or general interest.
  Broadsheet - measures six columns wide and 22/24 inches
long, ex. are Manila Bulletin, Philippine Daily Inquirer.
 Another type of newspaper is the tabloid, which is half the
size of no. 4 (ex. Pilipino Star Ngayon, Abante)
 Magazine – came from the Arabic word makhazin which
means “storehouse.” It targets a variety of audiences by
offering a smorgasbord of articles that aim to entertain,
inform, or advertise.
 Journal – is a periodic publication focusing on a specific field
of study and as compared to magazine it is peer reviewed by
experts.
Broadcast Media – is a type of media that is commonly associated with
radio and the television.
 Broadcasting is a form of mass communication that utilizes
radio and television to transmit messages and programs via
the airspace - means the part of the atmosphere where
frequency bands are available to transmit messages to and
from broadcast devices.
 With the invention of film cameras, projectors and
cinematographs it led to the development of film or motion
picture.
 Radio was introduced in the Philippines in 1922 during a test
radio broadcast in Pasay which is considered as possibly the
first radio broadcast in Asia.
 Television became the major entertainment and information
medium of the public, resulting to a decrease in movie
attendances, radio listenership, and newspaper readership.
New Media – refers to digital media that are interactive, incorporating
two-way communication, and involving a form of computing
Media Convergence – refers to the interconnection created by the
melding of the different media platforms today; “blending of the
media, telecommunications and computer industries” or simply the
process where all forms of mediated communication come together
into one digital form.
Media & Information Sources
Information Sources – producers or givers of information, and people
who use it are the consumers.
Types of Information Sources
Primary Source – original, uninterpreted, or first-hand, material of
information, created by the persons directly involved in an activity or
an event; this rawness makes it more reliable and valid, while
allowing the reader to interpret the information, rather than rely on
the interpretation of other authors or writers.
Examples: speeches, autobiographies, personal letters, photos,
diaries, and manuscripts
Secondary Source – provides an information obtained through a
number of primary sources, and has undergone editing or
interpretation; offers interpretations of the information gathered
from primary sources, providing a different perspective for the
readers.
Examples: scholarly books, articles, encyclopedias, research articles,
dictionaries, histories, commentaries, magazines, newspaper articles
Tertiary Source – consists of summaries and collections of both
primary and secondary sources; not always considered to be
acceptable materials for academic researches as they only provide
overviews of the original references.
Examples: reference materials that list or summarize ideas or
information (or indexes) are also considered tertiary sources
including some textbooks, encyclopedias, and other materials.
Time & Rhetorical Aim?
Formats of Information Sources
Print – books, periodicals, newspapers, magazines, photographs,
reports, journals, dictionaries, encyclopedias, government
documents, records
Non-print – audio, video, audio-video files, microform, microfilm,
digital documents, and digital formats usually saved in computers,
compact disks, DVDs, and other storage devices
Where to Find Information Sources
Library – described as a means of access to information, ideas and
works of imagination; a building or a room that contains a collection
of books, periodicals, and/or audio-visual materials.
Internet – a global network of computers that allows computer users
around the world to share information for various purposes.
Indigenous Media – a form of media conceptualized, produced, and
circulated by indigenous people as vehicles for communication,
specifically for cultural preservation, cultural and artistic expression,
political self-determination, and cultural sovereignty; includes
folklore, folk music and dances and other indigenous art.
Evaluating Media & Information
1. What/Who is the source of information? – Triangulation –
check for reliability (dependable, trustworthy, genuine,
reputable), validity (quality of being sound and true) and
accuracy (correctness); check for the citation or bibliography
2. What is the medium used?
3. What is its purpose? – To persuade, inform, entertain, or
advertise.
4. How is the information made?
Media & Information Languages
Media Language – method, consisting of signs and symbols, used by
information producers to convey meanings to their audiences; set of
technical codes and conventions to communicate information.
Codes – systems of signs that are put together to create arbitrary
meanings.
1. Technical codes – ways in which materials are used to tell
the story in a media text, such as camera angles and
techniques, framing, lighting, and exposure.
2. Symbolic Codes – comprise of objects, setting, body
language and actions that signify things more than what is
seen by the audience.
Conventions – habit or a long accepted way of doing things, relatively
on the style or content; a practice or techniques that is widely used in
a field.
1. Technical Conventions – apllied to the technical area, such
as the length of television series, films, or music videos.
2. Genre Conventions – usually associated with the type of the
content.
Media Representations – codes and conventions are used to represent
information in a specific manner that often times do not represent
reality; most of the media contents are different from the real
characteristics of the social world.
Denotation – literal aspect of an information
Connotation – meaning or interpretation people associate with an
information

Media Audience – as technology made it easier for people to gain more

information and evaluate facts from fiction, the media slowly
transformed from being passive to active consumers of information.

Patterns of Media Development

Innovation Stage – Each mass medium starts with a technological

advancement. The development of mass media was made possible
through the introduction of a new medium.

Penetration Stage – after the innovation of the new form of

technology, it now enters the market, with the consumers buying
and trying it.

Peak Stage – the moment when the medium reaches its maximum
penetration is the peak stage. The medium gains the most attention
and utilization, generating more revenues compared to the other
media.

Decline Stage – although a particular medium has already reached its

peak, sooner or later it will be challenged by a new form of media
which may cause its decline. Audiences start to shift to another
medium, resulting in an erosion of revenues and users of the old
medium.

Adaptation Stage – with the rise of the new media, the declining
medium should find ways to counter the shifting balance or else it
may become obsolete. The old medium tries to redefine and
redesign its position and presence in the media market. This is
where media convergence happens.

Massive Open Online Courses (MOOC)

Wearable Technology – specifically designed to be worn by a person.

It aims to give the user an easy experience of the device and/or
enhance the user’s senses without hassle.

1. Smart watches – iPhone watch, Samsung Gear

2. Fitness trackers – Nike+Band, Fitbit Force
3. Smart eyewear – Google Glass, Recon Snow Oculus Rift
4. Smart clothing – DuoSkin, NFC Ring
5. Medical devices – hearing aids, contact lenses, sensors and
pumps
6. Other infotainment devices – DoubleMe VR avatar creator,
Bluetooth headphones

3D Technology example Hologram is a 3D image reproduced through

recording lights from lasers scratched from an object.