LESSON 1:INTRODUCTION TO MEDIA & media.

INFORMATION LITERACY
Information Literacy
Communication The act or process of using words, - Recognize when information is needed and how
sounds, signs or behaviors to express or exchange he will be able to access, locate and evaluate
information or to express your ideas, thoughts, feelings, and use it effectively.
etc. to someone. - Acquiring knowledge and becoming literate
Technology Literacy
3 Types of Communication - Acquire relevant information and use modernday tools to get,
- Verbaloral, written manage, apply, evaluate, create
- Non-verbal and communicate information
- Visual
*Media Practitioner- creators of media and literacy
David Berlo’s Communication Model CREATORS OF MEDIA AND INFORMATION
SourceMessageChannelReceiver 1. Writers & Journalist=translate relevant and
*Technology-Mass communication meaningful information into printed material
*Five senses-General communication 2.Editors=ensure that the manuscript or articles are
high in standard & fit to print and make sure that the
COMMUNICATION BARRIERS material to be published are free from factual &
1. Semantic barrier- symbolic,symbols,signs grammatical errors
2. Psychological barrier- psychological state of 3. Directors/filmmaker; sees to it that the message of
communicators (sender&receiver) a show is made clear to the audience
3. Physiological barrier- physical condition of 4. Performers= actors who portray the characters in
sender/receiver. (physical disabilities/dysfunction) movies, shows and plays
4. Language barrier- most common communication 5. Visual Artists=express ideas through artworks.
barrier. (jargon,grammar,spelling,accent)
5. Physical barrier- environmental and natural CHARACTERISTICS OF A GOOD MEDIA
conditions. (organizational environment, technological PRACTITIONER
problems, noise, mechanical) 1. Truthfulness=accurate, factual and truthful
6. Cultural barrier- Ethnocentrism (belief that his culture 2. Fairness and Objectivity=information should be
is superior), stereotyping (generalize), Xenocentrism objective and based on grounded audience
(inferior) and religion. 3. Responsibility and Integrity=sense of
accountability when acquiring information
DIFFERENCE BETWEEN MEDIA & INFORMATION 4. Empathy () & Sympathy()=should be sensitive to
MEDIA the needs of others
 Television 5. Hard working=best effort
 Radio
 Newspaper
 Internet
 Billboard
 Books
 Magazines LESSSON 2: EVOLUTION OF TRADITIONAL MEDIA
Roles of Media TO NEW MEDIA
 To educate 1. Pre-historic Age
 To inform Stone Age
 To entertainment *Angono Petroglyphs-oldest artwork in the
 To persuade Philippines
INFORMATION -27 stone curved artworks
Data + Process (evaluation,assessment,analysis) -discovered by Carlos “Botong”
Media Literacy Francisco
- Ability to exercise critical thinking when *Stone Henge in England
analyzing different forms of media Metal Age
- Understand complex messages from media 2. Industrial Age
- Ability to access,analyse,evaluate and create - Began in 18th century
- usage of coal for mass production  Medical practitioners
- shifted from using hand tools to operate power driven  Lawyers
machines.  Journalists & reporters
3. Electronic Age  Artists
- beginning of modernization
4. Information Age *Accessing Information using the Card catalog
- 21st century  Author catalog
ROLES & FUNCTION OF MEDIA IN A New Media Traditional Media
DEMOCRATIC Website Print & directory advertising
SOCIETY Social Media Outdoor advertising
- Our heroes Dr. Jose Rizal, Marcelo del Pilar, and Online video and radio TV & Radio advertising
Graciano Lopez Jaena have to use pen names in ther
writings which criticizes the colonial Spain. Email marketing Direct Mail
- Novels like Uncle Tom’s Cabin have been banned as it  Title catalog
expressed the ambition of slavery  Subject catalog
- The media’s role is very crucial as it becomes a
reliable source of information Other sources of Information
- People in a democratic society also use different  Thesis (undergrad & masters) and Dissertation
media platforms as a means to express their opinion (Doctorate)
on social issue.  Interviews
- It can greatly influence people’s views and actions.  Museum
 Internet

SELECTED THEORIES ON MEDIA AND Guidelines which a Researcher should remember

INFORMATIONS before conducting on Interview
1. Media Richness Theorypersonal communication a. Prepare the questions ahead of time
methods are generally more effective. (text,Videocall) b. Observe professionalism by setting an appointment at
your interviews
2. Information Processing Theoryhumans process c. Be punctual
the information they receive instead of merely
responding to the stimuli. d. Ask consent before taking photos or recording the
interviewer
3. Contingency Theorythe influence of technology e. If the interviewee is a minor, ask for parental consent
and other variables in organization f. During the interview, pay attention and listen carefully
g. Thank your interviewee for his time
4. Media Naturalness Theoryface-to-face
communication; most natural method of communication
*Finding sources of information
5. Media Synchronizationpresent and available in  Table of contents
real time; availability of communicators  Index
 Glossary
6. Channel Expansion Theorychooses a type of  Bibliography
media to use for communication based on his *Ethical Use of Information
experience in handling that type of media alongside the person  Citation
he needs to speak with & what their topic is all about
 Plagiarism
 Copyright
LESSON 3: INFORMATION LITERACY
 Intellectual property
*How to be well-informed Individual?
 Public domain (expired copyright)& fair use (can
 Reading books and other printed materials
use w/o consent to the owner)
 Checking trending topics on social media
 Listening to radio or watching news on television
LESSON 4: TYPES OF MEDIA
 Asking questions from reliable resource persons
MEDIAthe collective communication outlets or tools that
are used to store and deliver information or data
*People who Access Information
 Students
I. PRINT MEDIAIt refers to paper publications
 Teachers
that are physically printed on paper.
 Scientists
 1. Books:
 Almanac- trivia THE INFLUENCE OF MEDIA IN THE WORLD WIDE
 Atlas- collection of maps WEB
 Thesaurus- Synonyms and antonyms
2. Newspapers *Experiment of 66 kids ages 5-8 years old put inside a room
3. Magazines with a large bobo doll
4. Journals Bobo Doll inflatable doll
5. Newsletter- for school announcements; limited Albert Bandura proponent of Social Learning Theory
distribution *Social Learning theory- one can adopt what he
6. Gazette- official publication of government sees
7. Pamphlet- many page (avon) Distance Education online learning; blended learning
8. Brochure- 1 page advertisement; folded
9. Leaflets and Flyers- 1 page but not folded HIGH RELIABILITY
II. BROADCAST MEDIAbroad audience - Televisionpowerful -Academic Journals
It consists of programs produced by television networks and medium; limited by -Newspapers
radio stations sponsors - Books
FAST DELIVERY SLOW DELIVERY
- Radio Quick & - Magazines
Airs audio and video materials for the public’s information,
local; may be
interest, or leisure opinionated

1. Radio -Social Networks

2. Television (microblogs) -Podcasts
3. Film - Blogs -Movie
- Websites

TV AND MOVIE CLASSIFICATION RATINGS

LOW RELIABILITY
Television Classification Rating
G Viewers of all ages are admitted *Academic Journalstrustworthy mediums
PG Viewers below 13 years old must be accompanied by *Newspapers Greater depth and accuracy than TV but
a parent or supervising guardian slower the delivery
SPG Strong parental guardian *BooksAuthoritative; maybe out dated
*MagazinesTarget specialized audiences; often opinionated
Movie Classification Rating *Social Networks (microblogs)fast delivery but prone to
G Viewers of all ages are admitted errors and bias
PG Viewers below 13 years old must be accompanied by *Blogsmore depth than microblogs but often bias
a parent or supervising guardian *WebsitesA wealth of choices; accuracy varies site to site
R-13 Only viewers who are 13 years old and above can be
*Podcastradio in Apple; episodic; target specific listeners;
admitted
R-16 Only viewers who are 16 years old and above can be should be checked for accuracy
admitted *Moviesaccuracy vs. entertainment factor can be an issue
R18 Only viewers who are 18 years old and above can be
admitted LESSON 5: MEDIA AND INFORMATION
X “X-rated film are not suitable for public exhibition” SOURCES
MTRCB (Movie and Television Review and Classification
Board) Indigenous SourceIndigenous knowledge (IK) is the local
knowledge – knowledge that is unique to a given culture or
III. NEW MEDIA society. IK contrasts with the international knowledge system
1. Web Page generated by universities, research institutions and private
2. Hypertext firms. (Warren 1991)
3. Instant messaging
4. E-mail Oral Tradition
5. Distance education 1. Legend
6. E-book 2. Folktale
7. Online Shopping 3. Epic
8. Media Convergence 4. Mythology

Primary sourcesThese are original materials such as
artifacts, documents, recordings, and other sources of
information that were produced during a particular period in
history.
*Laguna Copperplate
2. Symbolic
3. Written
TECHNICAL CODES These are ways in which
equipment is used to tell the story
Exposure, Lighting, Framing, Camera Technique

Secondary sourcesThese are documents made after an BASIC ADVANCED CAMERA

event has taken place CAMERA CAMERA ANGLES
*Library, Internet SHOTS SHOTS
Extreme Wide Two Shot Eye-Level
Shot Cut Away High Angle
Wide Shot Over-the-shoulder Low Angle
LESSON 6: MEDIA & INFORMATION LANGUAGES Medium Shot Point-of-view Bird's Eye View
Guidelines For Media Producers Medium Close-up Selective Focus Worm’s Eye
1. As professionals, they have an obligation to society to use Close-up Arc Shot View Slanted
their freedom of Extreme Close-up (canted)
expression responsibly.
2. They should prioritize the welfare of the society over their
careers. FRAMING/ SHOT LENGTH
3. They should present news that is accurate, objective, and  Extreme Long shotestablishing shot; to know the
meaningful. setting, time, weather
4. They should express unbiased points of view, comments,  Very long shot establishing shot; to know the
and criticisms. setting, time, weather
5. They should represent marginalized people like the minority  Long Shotwhole body; head to toe
groups.  Medium long shothead to knee
 Mid shothead to waist
Society of Professional Journalist (SPJ) Code of Ethics  Medium shothead to chest; use for conversation
1. Seek truth and report it- journalist should be  Close-upwhole face; emotion
honest, fair, and courageous  Big close-upcloser look of face; emotion
2. Minimize harm- ethical ournalist treat sources,  Extreme close-upfocus on a particular part; strong
subjects and colleagues as human beings observing of emotion; tells the story
respect
3. Act independently- should be free of obligation to SHOT ANGLES
any interest other than public right to know  High angle shot- makes the character weak
4. Be accountable and transparent- journalist are  Low angle shot- makes the character strong,
accountable for their readers, viewers, listeners and dominant, powerful
each other  Eye level shot- level the eye of the viewer
- Honesty and responsibility  Bird’s eye view- taas lang ng lipad ng ibon; different
from Aerial Shot ( mas mataas, sees the outer space)
EVALUATION OF MESSAGES FROM MEDIA  Worm’s Eye View- view of a worm, make things
PRODUCERS BASED ON THE CODES AND larger, usually done to capture buildings
CONVENTION  Canted Shot- used in action films, tilted
WHAT IS GENRE?
 comes from the French word meaning 'type' or ADVANCED CAMERA SHOTS
'class‘  Over the shoulder- at the back shoulder of the
 can be recognized by its common set of character; closer to see emotion of the subject,
distinguishing features (codes and conventions) realistic
 Point of view shot- what the character sees
*Codes system of signs; used to identify genre; French  Two shot- two subject
word for “Type” or “Class”  Cut in- cuts into a closer view
*Conventiongenerally accepted ways of doing something  Cut away- used to cover cuts in edit
 Selective Focus
TYPES OF CODES
1. Technical BASIC CAMERA MOVEMENTS
  Pan- movement from left to right
 Tilt- upward and downward
 Truck- move alongside the action
 Dolly in and Dolly out- forward, backward
 Crane Shot- flexible, following the movement of
flying subject
SYMBOLIC CODES
- Shows what is beneath the surface of what we see
- Provides deeper meaning
- Object, setting, clothing, body language
WRITTEN CODE
- use of language style and textual layout
- Captions, headlines, speech bubbles
VIDEO PRESENTATION CONVENTIONS
LESSON 7: LEGAL, ETHICAL, AND SOCIETAL
ISSUES IN MEDIA AND INFORMATION
Fair Usecopying of a copyrighted material without the need
to ask permission from the copyright owner.
Intellectual Property (Ip) creations of the mind, such as
inventions; literary and artistic works; designs; and symbols,
names and images used in commerce
Types of Intellectual Property
1. Copyrightlegal term used to describe the
rights that creators have over their literary
and artistic works
books, music, paintings,
sculpture, films, computer programs,
databases, advertisements, maps and
technical drawings.
*C-musical work; P-recording
company
*REPUBLIC ACT 8293
INTELLECTUAL PROPERTY CODE OF
THE PHILIPPINES
2. Patentan exclusive right granted for an
invention
• provides the patent owner with
the right to decide how - or whether - the
invention can be used by others
3. Trademarka sign capable of
distinguishing the goods or services of one
enterprise from those of other enterprises
*T-trademark; R-registered
trademark
4. Industrial Design constitutes the
ornamental or aesthetic aspect of an article
• may consist of three-dimensional
features, such as the shape or surface of an
article, or of two-dimensional features, such
as patterns, lines or color
5. Geographical Indications and
Appellations of Origin
• signs used on goods that have a
specific geographical origin and
possess qualities, a reputation or
characteristics that are essentially
attributable to that place of origin
• most commonly includes the
name of the place of origin of the
goods.
NETIQUETTE proper attitude that one should observe
when communicating online.
1. Observe politeness when responding to or sending
messages.
2. When you receive a message, it would be polite to reply
urgently.
3. Review first the intended message before sending it
4. Do not send spam or chain messages to your list of contacts.
5. Ask permission first before sharing someone’s personal
post, photo, and video on social media.
6. Personal photos or videos of private individuals should not
be tampered out of fun or parody.
7. Do not ask personal information in public forums and chat
rooms.
8. Obscene messages, derogatory remarks on one’s race or
religion, and lewd photos and videos should not be publicly
posted as this is unlawful.
DIGITAL DIVIDE economic, educational, and social
inequalities experienced by those who cannot afford to have
computer and internet access.
VIRTUAL SELF one’s representation in the virtual world,
which exists online and only available once a person is
connected to the internet.
DANGERS OF THE INTERNET
▪Internet and Computer Addiction
▪Vulnerability on Online Crimes
 LESSON 8: OPPORTUNITIES, CHALLENGES,
PROBLEMS AND ISSUES
HOW MEDIA INFLUENCE…
1. Economymonitoring of investment in real time through
website at the stock exchange.
businessman can easily received notifications
about local and global news which could affect his investment.
 influx of BPO companies responsible for
providing technical support and customer service agent.
 it allows government agencies to improve their
services (NSO, NBI, PASSPORT)
Government agencies like DOT and DA can
inform the public about their program, new policies and
announcements
2. Educationuse of modern technology in presenting
lessons to students.
use of modern visual aids when discussing lessons
to young learners.
use of educational toys that suit different subject
areas
 the use of CD and DVD also provide powerful
means to educate the students.
use of websites gives an opportunity to discuss
about school concerns
3.SocietyTV commercial and print advertisement
influenced the people's perception on certain things like
beauty.
TV program that shows violence may affect the
child’s behavior. (E.g. Imbestigador, SOCO)
TV dramas that usually portrayed teenage love
may influence the youth about their belief in engaging to a
serious romantic relationship
4. Politicseasy access to the latest local and national news
wherever they are
 Local officials use media in informing their
constituents about the upcoming projects in their community.
Profiles and other intimate details about a public
servant can be easily leaked and shared online
citizen can use their social account to appeal to
government authorities regarding the problem with their
locality ( e.g. crimes/road construction)
dissemination of useful information on how to
prepare for disasters can be uploaded on websites and posted
on social media. (E.g. Typhoon Yolanda)
Threats And Risks From The Abuse And Misuse Of Media
And Information
Article III section 4 of the 1987 Philippine Constitution
states that...
“No Law shall be passed abridging the freedom of speech, of
expression, of the press, or of the right of the people
peaceably to assemble and petition the government for redress
of grievances.”
Laws Against The Abuse And Misuse Of Media And
Information
1. LIBEL -Article 355 of the revised penal code stated
“Libel can be committed in writing, printing and other similar
means.”
- the act of publishing a false statement that causes people to
have a bad opinion of someone. ( i.e Journalist commentary)
2. SLANDER -Article 358 of the revised penal code states
that “Slander refers to a malicious act of spreading untrue
statements about someone in a way that is intended to cause
harm.” (Misquotation and Mislabeling)
*Slander and Libel laws also constitute policies
against
~Misquotationquoting someone for having said something,
but without using the exact words spoken.
Quoting someone for something he did not say.
~Mislabeling an act that uses idiomatic expression that put
something or someone’s credibility at stake. (i.e “fly by night,
Falling Star); done by writing (Libel); expressed Verbally
(Slander); Violates one’s honor under Title 13 Crime Against
Honor of the Revised Penal Code
3. ANTI-OBSCENITY LAW (ARTICLE 201 OF THE
REVISED PENAL CODE)
▪ Immoral doctrines
▪ Obscene publications or exhibitions
▪ Indecent shows
▪ Materials that have content glorifying criminals
- Promote Violence, Lust or Pornography
- Offends a race or religion
- Promotes the use of prohibited drugs
- Encourages acts contrary to the law
- Public order, Morals, Good customs, established
policies, lawful orders, decrees and edicts
4. SEDITION (ARTICLE 138 OF THE REVISED PENAL
CODE)
• Pertains to the subversive acts such as rebellion and
insurrection which incite people to go against the government
and resist its lawful authority and jurisdiction.
• Sedition Act 1901 was first passed during the American
period in the Philippines.
5. Contempt of Court (Section 1, Rule 71 of the Rules of
Court)
• Refers to the disobedience to the court where a person
exhibited acts opposing the court’s authority, justice and
dignity.
6. PIRACYUnauthorized distribution and reproduction of a
copyrighted material.
• Violation of the Anti-Camcording Act of 2010 or Republic
Act 10888.