MEIL 121

MODULE 1 *Factors to consider in Media Literacy

Introduction to Media and Information Literacy (According to Vivian, 2009)
1. Factual Foundation
2. Media Dynamics
*According to Vivian (2009), the following are 3. Media Effects
the things we usually need media for: 4. Media Issues
1. Personal dependence *Hobbs (2006) described the nature of
2. Information information literacy as education that
3. Entertainment emphasizes “critical thinking, meta-cognitive,
4. Persuasion and procedural knowledge used to locate
information in specific domains, fields and
*Literacy-ability to read and write
contexts.”
-knowledge that relates to a specified subject *According to Lau (2013), information literacy
*Media Literacy-possession of knowledge to be focuses on the “objectivity and rational of
competent in assessing messages carried by information and to a great extent on the research
mass media value of finding the truth in documents.”
*Aufderheide(1992) has defined media literacy *Shaphiro and Hughes (1996) defined
as “a movement which is designed to help to technology literacy as “the ability to ongoingly
understand, to produce, and negotiate meanings adapt to, understand, evaluate, and make use of
in a culture of images, words and sounds.” the continually emerging innovations in
Qualities of Media information technology so as not to be a prisoner
of prior tools and resources and to make
1. Media are constructed and construct
intelligent decisions about the adoption of new
reality ones.”
2. Media have commercial implications Some of the most distinct technologies used
3. Media have ideological and political nowadays
implications 1. Printing Technology
4. Form and content are related in each 2. Chemical Technology
medium, each of which has a unique 3. Electronic Technology
4. Digital Technology
aesthetic, codes, and conventions;
5. Receivers negotiate meaning in media.
*The European Commission (2007), on the
other hand, gave the following definition:
“Media Literacy is generally defined as the
ability to access media and media contents and
to create communications in a variety of
contexts.”
Various Levels of Media Literacy
-Feeling comfortable with the existence of
media and active use of media for
entertainment , access to culture, intercultural
dialogue, learning and daily life applications.
-Having a critical approach to media with
regards to quality and accuracy of content.
-Using media creatively.
-Undertanding the economy of media
-Being aware of copyright issues

MEIL 121
MODULE 2
Evolution of Traditional to New Media
*Prehistoric Age
Egyptians-first to use symbols as form of
written communication
Sumerians-used cuneiform to jot down details
and write relevant literature-Epic of Gilgamesh.
Phoenicians-formed the alphabet which was
adopted by the Greeks, who further developed it
by adding vowels.
Philippines Umalokohan or town crier served
as the messenger to the people, making them
aware of new laws or policies implemented by
the datu.
Rome Acta-daily handwritten news sheets
China Tipao-government-produced news sheets
circulated among officials during the Han
dynasty.
*Medieval Age
Johannes Gutenburg- German metallurgist
movable metal type-relevant invention that
helped in the development of mass
communication.
Mid-1440’s-Europe’s first mass production of
words
1500’s-40,000 books were published all over
Europe
*Industrial Age
-begun around 18th century in Great Britain
-remarkable shift from agriculture and handcraft
to machine and machine manufacturing
-brilliant stage for numerous inventions:
(1880) phonograph-Thomas Edison
Motion picture camera-William Dickinson
(1836)electrical telegraph system
-Samuel F. B. Morse, Joseph Henry and Alfred
Vail
Morse code-transmit messages by means of on-
off tones
*Electronic Age
Guglielmo Marconi
-transmitted the first radio waves in 1895
-by 1901 he was able to perfect a radio system
which transmitted the Morse Code System
across the Atlantic Ocean
Alexander Graham Bell-Scottish-born
American scientist; granted the first official
patent for the telephone (1876)
Philo Taylor Farnsworth-designed and
demonstrated the use of first electronic
television (1927)
*Information (New Media) Age
1969-internet was first created to aid the US
military in disseminating information
1998-telephone evolved into cellular fone
Social Networking Sites (SNS)
*History of Media in the Philippines
Baybayin-writing system of Filipinos during
pre-colonial times particularly for documents
and receipts
Doctrina Cristiana-published in 17th century
Succesos Felices-published by Tomas Pinpin in
1637
La Solidaridad-most influential media in the
Philippine History (newspaper)
*Traditional and New Media
Traditional Media-refers to the forms of mass
communication that people utilized before the
advent of new media
-newspapers, magazines,televisions,radio,books
-folk media
New Media-uses technology to spread
information through more interactive means.
-websites, social media and digital videos
*Functions of Media in the Society
-development
-uphold its duty as Fourth Estate in a democratic
country
*Learning Theories on Information and Media
Literacy
Three Theoretical Perspectives on Information
Literacy
1. Phenomenographic perspective
-variation of people’s experiences of a
certain phenomena
2. Socio-cultural perspective
-communication in social practices
3. Discourse Analysis perspective
-how people in practice perform specific
information tasks.
MEIL 121
MODULE 3
Information Literacy and Types of Media
*Information Literacy
6 Quality Information Principles
(Conceptual Relationship of Information
Literacy and Media Literacy)
1.Relevance
2.Validity
3.Realibility
4.Timeless\
5.Accuracy
6.Completeness
Criteria of selecting the best information
sources:
(Carroll Community College)
1.An information literate individual knows that
not all sources of information are the same. In
selecting the best sources for a particular topic,
there might be various places where you can get
it.
2.Selecting the best information source is part of
the evaluation of information.
3.The internet is not always the best source for
information, although it may contain a lot.
4.It is best to know your topic first by its
overview or background before you delve into
any other resource material to understand what
kind of specific information you are looking for.
5.No type of media source is better than other
types. For example, electronic sources are not
always the better source than print. The most
important thing is the relevance, the
timelessness, validity and accuracy of its
content. Format does not really account for
everything.
Basic Information Sources and Characteristics
1.Books-most realiable;present additional
sources of information
2.Scholarly articles-professional literature; peer-
reviewed; focused on one topic only; references
to additional sources
3.Other periodicals-magazines, newspapers;
typically shorter than books and scholarly
articles; evaluation is less necessary
4.Internet-self-publishing medium; not
reviewed; evaluation may take time
*Ethical Use of Information
Plagiarism-using a source without credit
To avoid plagiarism:
1.Citing-Citation is needed for the
acknowledgement of the original source
-provides evidence to support research
-gives reliability and credibility
2.Quoting-putting an exact or word-by-word
copy of the original author’s words
-preserve the intended context of a
statement
3.Paraphrasing-rewriting the original statement
from a source in your own words.
*Types of Media
Print Media
1.Books-long-form,word-driven-media
content(Vivian,2009)
Two Categories of Books
a.Trade Books-widely distributed, general-
interest titles that are either fiction or non-fiction
-high-risk proposition (Vivian,2009)
b.Texts and Reference Books-less profitable but
has longer life than trade books
-reference and professional books;
college textbooks, elementary and high school
textbooks and learning materials
-dictionaries, encyclopedia and atlases.
2.Newspapers-one edition contains various
contents such as news, advice, comics, opinions,
puzzles and data.
Two main formats of newspaper
a.Broadsheets-comparatively larger and plentiful
b.Tabliods-contain eye-catching and
sensationalized headlines
3.Magazines-typically cater to a huge amount of
audience
Two Major Types of Magazine
a.Consumer magazine-newsmagazine; women’s
magazine; men’s magazine; Intellegentsia
b.Non-newstrack magazine-own publish of
organizations
-Sponsored magazines(university magazines ,in-
house publications)
-Trade journals(members of profession or trade)
-Newsletters(pure journalistic form)
Broadcast Media
1.Radio and Sound Recording
2.Television and Motion Pictures
New Media
World Wide Web-addressing system that would
connect a computer to the world; invented by
English Engineer Tim Berners-Lee
Components of World Wide Web
(Vivian, 2009)
a.Universal resource locators(URL)
-unique identifier that allows computers to
connect to a network and exchange
messages;foundation of WWW
b.Hypertext transfer protocol(HTTP)
-the coding that would allow computers to read
internet files
c.Hypertext markup language(HTML)
-computer language which is used to create
messages through the internet which the user
can click and be redirected to a related
image/article
Media Convergence
-phenomenon involving the interconnection of
information and communications technologies,
computer networks and media content (Flew)
Technological Convergence- most basic element
of media convergence; depicts the easy access of
billions of people to media content
Industrial Convergence-connected to
technological convergence wherein big media
companies use a diverse number of media
platforms to widen their reach
Social Convergence-brought about by social
media; enables users from parts of the world to
engage in discussions globally
MEIL 121
MODULE 4
Media, Information Sources, and Information
Languages
*Four Main Types of Sources of Media
1. Primary Source-original manuscripts,
documents or records that are used in preparing
for a published or unpublished work.
2. Secondary Source-published and unpublished
works that heavily rely on a primary source
3. Tertiary Source-works that were used as
secondary sources as reference
4. Gray Literature-sources that are not usually
made available for distribution .
*Codes and Conventions
Rhetorical Analysis-construction and
manipulation of language by the creator of a text
for affective purposes
Codes-system of signs wherein when put
together, create meaning.
Different types of codes in media
1. Technical Codes-show the techniques using
the equipment to present the media output
2. Symbolic Codes-shown visually(codes used
in objects, setting, body language, clothing and
color)
3. Written Codes-codes in text
Conventions-genre specific
Genre-came from the French word type or class
-determined through its common
distinguishing features
*Audience, Producers and Stakeholders
Audience and Stakeholders:Knowing the
Difference is Critical to Reputation Management
(Steininger, 2014):
Audiences-typically meant to receive the
messages without returning feedback
Stakeholders-groups or individuals who are
directly impacted by the decision and actions of
an organization and company
Media Producers-main sources of messages
-make use of available media languages
within their reach for expression and to
spread information

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MEIL 121
MODULE 5
Legal, Ethical and Social Issues in Media and
Information
*Article III, Section 4 of 1987 Constitution
“No law shall be passed abridging the freedom
of speech, of expression and of the press, or the
right of people peaceably to assemble and
petition the government for redress of
grievances.”
*First Amendment of the US Constitution
“The Congress shall make no law respecting an
establishment of religion, or prohibiting the free
exercise thereof, or abridging the freedom of
speech, or of the press.”
*Media Law-legal field that relates to legal
regulation of the telecommunications industry,
information technology, broadcasting,
advertising, the entertainment industry,
censorship and the internet and online services
among others(HG.org,2017)
*RA 8293 Intellectual Property Code of the
Philippines
Intellectual Property Rights
1.Copyright and Related Rights
2.Trademarks and Service Marks
3.Geographic Indications
4.Industrial Designs
5.Patents
6.Layout-Designs(Topographies) or
Integrated Circuits
7.Protection of Undisclosed Information
*Copyright-a form of intellectual property
which protects the rights of authors and creators
of artistic works; refers to the main act in which,
in respect of literary and artistic creation, may be
made only by the author or with his
authorization (Copyright, National Library of
the Philippines website, 2011)
*In Philippines, works covered by copyright
include but are not limited to:
1.Literary works such as novels, poems & plays
2.Newspaper articles
3.Films and Television Programs
4.Letters
5.Artistic works
6.Architecture
7.Computer programs
8.Advertisements, maps and technical drawings
Two Types of Copyright Law
1.Economic Rights- derive financial reward
2.Moral Rights- claim ownership of the work
- Right to Paternity
*Requirements for Copyright Registration
(Copyright, National Library of the Philippines
website, 2011)
1.application-in duplicate; typewritten
-affidavit at back w/ 15pesos doc. stamp
-another 15pesos doc. stamp stapled to
the application form
2.Two copies of work;200pesos-registration fee
(If through mail, registration fee should be in
postal moneyorder addressed to the Director,
The National Library.)
3.If original ornamental design-should be
accompanied by a technical description of the
design
4.If published work- two printed copies with
copyright notice printed in front or at the back of
the title page if it is a book and on any clear
space thereof if non-book material
5.If unpublished work-two manuscript and/or
Xerox copies of the work without the copyright
notice
6.If applicant is non-resident foreigner, appoint a
local authorized agent by a special power of
attorney to complete the copyright application
7.If claimant is not the author-document
supporting the claim such as deed of assignment
or waiver of copyright ownership.
8.If applicant is proprietor or corporation,
photocopy of business name or SEC certificate
*Plagiarism-passing off someone else’s creative
work as your own without permission(Vivian,
2009)
(Meriam-Webster online dictionary)
-to steal and pass off (ideas or words of another)
as one’s own;
-to use (another’s production) without crediting
the source;
-to commit literary theft; and
-to present as new an original an idea or product
derived from an existing source
*Fair Use