Senior High School

MEDIA AND INFORMATION

LITERACY
First Quarter – Module 2

INTRODUCTION TO MEDIA AND INFORMATION LITERACY

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Media and Information Literacy- 11/12
Alternative Delivery Mode
Quarter 1 – Module 2: Introduction to Media and Information Literacy First
Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any work of the
Government of the Philippines. However, prior approval of the government agency or office
wherein the work is created shall be necessary for exploitation of such work for profit. Such
agency or office may, among other things, impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names, trademarks,
etc.) included in this module are owned by their respective copyright holders. Every effort
has been exerted to locate and seek permission to use these materials from their respective
copyright owners. The publisher and authors do not represent nor claim ownership over
them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writer: Resty P. Cardona

Editor: Melville dela Peña
Reviewer: Dr. Clavel D. Salinas
Illustrator: Resty P. Cardona
Layout Artist: Resty P. Cardona

Moderator: Candida C. Purgatorio

Management Team: Dr. Marilyn S. Andales Schools Division Superintendent

Dr. Leah B. Apao Asst. Schools Division Superintendent

Dr. Ester A. Futalan Asst. Schools Division Superintendent

Dr. Cartessa M. Perico Asst. Schools Division Superintendent
Dr. Mary Ann P. Flores CID Chief
Dr. Novie O. Mangubat SGOD Chief
Mr. Isaiash T. Wagas Education Program Supervisor- LRMDS

Dr. Clavel D. Salinas Division SHS Coordinator

Printed in the Philippines by:

Department of Education—Region VII, Division of Cebu Province
Office Address: IPHO Bldg., Sudlon, Lahug, Cebu City 6000 Cebu

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Telephone Number: (032) 520-3216 – 520-3217 E-mail
Address: cebu.province@deped.gov.ph

Senior High School

MEDIA AND INFORMATION

LITERACY
First Quarter – Module 2

INTRODUCTION TO MEDIA AND INFORMATION LITERACY

of Student :

Grade Level and Section :

Date Submitted :

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 LESSON RESPONSIBLE USE OF MEDIA AND
INFORMATION
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What I Need to Know
Welcome to the Media and Information Literacy Alternative Delivery
Mode (ADM) Module 2!

This module was carefully crafted to offer you with entertaining and
significant opportunities for guided and independent learning at your own
pace and time. You will be enabled to process the contents of the learning
resource while being an active learner.

In Module 1, you have learned what is Information, Media and

Technology all about, how important media and information literacy skills as
a 21st century learner, and how do media relate in accessing, acquiring valid,
reliable and accurate information which helps in communication process.

In this Module, it enables learners to become responsible in utilizing

media and, accessing and producing information.

This module focuses on the competency:

• discuss responsible use of media and information
(MIL11/12IMILb-3)

After going through this module, you are expected to:

• identify the characteristics of responsible users and producers of
media and information
• discuss the legal and ethical standards in accessing, producing
and using of media and information
• recognize the effects of media share the knowledge of being
responsible user of media and information

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 What’s In
From the previous lesson, you have learned that:

Media and Information Literacy is one of the essential skills and

competencies that allow individuals to engage with media and information
providers effectively, as well as develop critical thinking and life-long
learning skills to socialize and become active citizens (MIL Policy and
Strategy Guidelines by UNESCO, 2013).

Media can facilitate faster communication through the use of varied

forms of media
Also, information (either written, aural or visual forms of information)
has great influence to communication. Good information can also be
communicated in time of its purpose, contains the right level of details and
is communicated by an appropriate channel.

How do media and information users and producers become effective?

In this module, you will identify characteristics of responsible

users and producers of media and information, and how an individual
becomes responsible user and producer of media and information.

What’s New

Concept Mapping. Directions: As a responsible user and producer of media

and information, write at least two of your characteristics based on your
self-assessment. Copy the illustration in a separate sheet and write your
answer in the diagram.

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 Characteristics of Responsible
User and Producer of Media and
Information

U ser Producer

What Is It

Who are producers of media and information?

Authors and journalists deliver news and other information to the readers,
may it be on print or via the Internet. Editor collaborate with them to ensure
that the material is well organized and free from content or grammatical
errors.

Broadcast media includes TV, radio, and film. Directors create films, TV
programs, and radio shows, and work alongside talents or performers so
that they could provide viewers with quality shows.

Who will benefit of these media and information?

In essence, its target audience and/or stakeholders will benefit media
and information.

Audience pertains to a group of spectators in a public event. Examples of

audiences are the attendees of a painting exhibit, an assembled group of
music enthusiasts who are attending a concert or a musical performance, or
a collective readers of a literary work.

Stakeholders are the group of people or organization that has the same
interest or concern with a particular group. This group’s objectives, policies
and actions should meet and satisfy the needs of stakeholders, and take
their interests or concerns into consideration.

10 TYPES OF SOCIAL MEDIA USERS

1. The Listener. An active social media user who prefers to fly under
the radar. They might enjoy your posts but that doesn’t mean they
will actually click Like, so the rest of the Facebook knows.

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 Comments are few and far between, while posting to their own
wall is more or less a foreign and misunderstood concept. The best
way to reach them is through their friends, family and element of
social proof.
2. The Activist. A compassionate heart and desire for change gives
this type of user a knack for promotion. They realize the power of
social media and strive to have their voice heard to make a
difference. The best way to reach them is help them spread
messages they care about.
3. The Spammer. This is the type of person that tells themselves
their cheesy posts count as “quality content” and that sending
weekly promotional messages directly to your inbox is cool since
you are Facebook friends.
4. The Passionista. This wonderful breed of user that truly
enhances the social media world. Bonded by passion, this type of
social media user focuses their time on exploring and sharing
their passion with others. The best way to reach them is to find
new and clever ways to demonstrate your shared passion. Share
content within your community (niche) and contribute ideas to
conversation that may not be directly linked to your brand but
share a similar audience.
5. The Social Butterfly. This breed of social media user never
seems to stop showing you how small the world is by getting
tagged in pictures what seems to be every person you’ve ever met.
The best way to reach them is be social and make them feel
included.
6. The Troll. That person always manages to cross the line from
unpleasant opposition to downright hate speech, no matter how
sensitive or irrelevant the issue. The best way to reach them is
don’t feed the trolls. Ignore and block this group of people
completely.
7. The Influencer. A very small percentage of people create original
content. Influencers are those that are producing high-quality
content and sharing their knowledge with their social media
community. The best way to reach them is to share and engage
with their content whoever possible.
8. The Early Adopter. They were on Facebook or LinkedIn before it
was mainstreamed and love to remind you about it. This special
user has also likely moved on to all the new, shiny social
platforms that you might hear about months from now. The best
way to reach them is to be ahead of the curve and go all the way
with an exploding trend before it really takes off. It’s all or nothing
for this bunch as they can be quite a tough crowd to please.

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 9. The Black Booker. A true relationship builder, this person looks
at social media in the most practical way possible; a means to
communicate with other people. Long before the days of mobile,
these people swore by having a little black book full of mobile
numbers. The best way to reach them is to provide tools that bring
them closer to their clients and connections and ensure your
messaging focuses on relationship building.
10. The Family Person. These users tend to avoid technology but
fell in love with social media the moment they realized they could
keep in touch with their family members from every corner of the
world as if they were right across the street. The best way to reach
them is to try out social media contests that are focused on
bringing them closer to loved ones while remaining relevant to
your brand.
(Source: https://topdogsocialmedia.com)

GUIDELINES FOR MEDIA PRODUCERS

Below is a summarized version of these guidelines from the report of the
Commission on Freedom of the Press.

1. As professionals, they have an obligation to society to use their

freedom of expression responsibly. They should not abuse this
freedom, or use this power for exploitation or self-interest.
2. They should prioritize the welfare of the society over the
careers.
3. They should present news that is accurate, objective, and
meaningful.
4. They should express unbiased points of view, comments, and
criticisms.
5. They should represent marginalized people like the minority
group.
CODES OF ETHICS FOR MEDIA PRODUCERS
Codes. It pertains to a set of standards, principles, and policies that
practitioners of a particular sector should observe.

Ethics. It is a set of values observed by an individual based on grounded

principles.

Therefore, the code of ethics serves as guide for professionals on how they
should properly conduct their work. If professionals abide diligently to the
code of ethics, stakeholders can expect quality service or they may receive
assistance in the event that their needs are not met.

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SPJ CODE OF ETHICS
The members of the Society of Professional Journalists (SPJ) believe that
justice and democracy are important for the public’s enlightenment.

Here is the summary of Code of Ethics for media providers and producers
from the Society of Professional Journalists.

1. Seek truth and report it. Journalists should be honest, fair, and
courageous in gathering, reporting, and interpreting information.
2. Minimize harm. Ethical journalists treat sources, subjects, and
colleagues as human beings deserving of respect.
3. Act independently. Journalists should be free of obligation to any
interest other than the public’s right to know.
4. Be accountable and transparent. Journalists are accountable to
their readers, listeners, viewers, and each other.

Guidelines are important because it will remind the practitioners about

their responsibilities. On the other hand, media are very powerful tool for
communication since it can send information instantly. Therefore, it can be
subjected to misuse. Code and guidelines serve as vanguards to protect its
stakeholders from abuse.

MEDIA LEGISLATION AND REGULATION

As a democratic country, Article III of the 1987 Constitution bestows to
Filipino citizens to the Bill of Rights. Hence, any person, organization, or
group that violates these rights is subject to legal sanction as it is the
primary duty of the State to uphold the law and protect its people.

The Magna Carta for Philippine Internet Freedom (MCPIF) was filed as
House Bill No. 1086 by Congresswoman Kimi Cojuangco and as Senate Bill
No. 53 by late Sen. Miriam Defensor Santiago. It must be noted that it is a
crowdsourced document.

Data Privacy Act of 2012 (RA No. 10173), an act to protecting individual
personal information in information and communications systems in the
government and the private sector, creating for this purpose a National
Privacy Commission, and for other purposes.

Fair use. It refers to the copying of a copyrighted material, with the

purpose of using it for a review, commentary, critic, or parody, without the
need to ask permission from the copyright owner. Parody refers to a work
which ridicules another in a funny, inoffensive, and non-derogatory manner.

Examples of fair use which exempt from copyright permission

requests. However, the source of for the material should still be properly
cited in endnotes or bibliography.

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 The material will be used for non-profit educational purpose.
o Example: A graph or an image was used for a class report or lecture.
The material has been transformed completely from the original.
The material was used for a different purpose and audience.
o Example: The original material was a science article but some parts
were used for a song.
Intellectual Property. It pertains to the output of a person’s intellectual
pursuit, such as his literary and artistic works, inventions, logos, symbols,
and signs as well as names and images used for commercial purpose or
advertisements.

Copyright. A copyrighted material is protected by law and cannot just be

used and reproduced without permission. Otherwise, violation of such can
merit legal sanctions.

Patent. It pertains to an exclusive right granted to an invention.

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Trademark. It refers to a specific sign associated with a particular brand of
goods and services. Companies use a trademark to distinguish their
products from other available and similar products in the market.

Plagiarism. It is a form of stealing because the person involved did not

acknowledge the original owner of the work and claimed the material as his
own. To avoid plagiarism, proper citation using endnotes or footnotes, and
listing the materials used in the bibliography should be observed.

Netiquette. It denotes the proper attitude that one should observe when
communicating online.
GUIDELINES TO REMEMBER AS AN INTERNET USER WITH NETIQUETTE:

1. Observe politeness when responding to or sending messages.

2. When you receive a message, especially if it is from your superior
at work or a client, it would be polite to reply urgently.
3. Review first the intended message before sending it so that you
can be sure that it is the exact message that you want to convey.
4. As a sign of respect, do not send span or chain messages to your
list of contacts whether they are your family members, friends, or
colleagues.

Spam mail is a form of commercial advertising which companies

send in bulk through e-mail to prospective customers.

Chain mail refers to an e-mail which requires the receiver to send

the message to another person.

5. Ask permission first before sharing someone’s personal post,

photo, and video on social media, as this would violate the
person’s right to privacy.
6. As a sign of respect, personal photos or videos of private
individuals should not be tampered out of fun or parody, nor
disseminated in public, as this can be offensive.

Digital Divide. It refers to the economic, educational, and social

inequalities experienced by those who cannot afford to have computer and
Internet access. This also pertains to the gap on the kind of information
which can be accessed, and the available form of communication that is
allowed to be distributed.

Virtual Self. It pertains to one’s representation in the virtual world, which

exists online and is only available once a person is connected to the
Internet.

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 Media producers aim to offer shows that will capture the interest of the
majority because the success of a TV show or film depends upon the
response of its targeted audience.

Media practitioners should follow standards and guidelines to ensure

professionalism and quality output to maintain their integrity.

To safeguard the welfare and protect the interests of the citizens, lawmakers
crafted and created laws that will prevent the abuse and misuse of media
and information.

Processing Activity No. 1

Modified True or False. Write True if the underlined concept is correct. If
it is false, write the correct concept on the blank to make the statement
correct.

1. A literary piece like a poem, a song, a story is

protected by a patent.

2. A graph or an image was used for a class report or

lecture. This is an example of Digital Divide.

3. Phishing is a form of stealing because the person

involved did not acknowledge the original owner of the work and claimed the
material as his own.

4. Netiquette it denotes the proper attitude that one

should observe when communicating online.

5. Chain mail refers to an e-mail which requires the

receiver to send the message to another person.

6. Virtual Self pertains to one’s representation in the

virtual world, which exists online and is only available once a person is
connected to the Internet.

7. Media users should present news that is accurate,

objective, and meaningful.

8. Trademark is a copyrighted material is protected by

law and cannot just be used and reproduced without permission.

9. Media user refers to a group of spectators in a public

event.

10. Journalists should be honest, fair, and courageous

in gathering, reporting, and interpreting information. This Code of Ethics
pertains to Seek for Truth and Report it.

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EFFECTS OF MEDIA TO ITS AUDIENCE AND STAKEHOLDERS
The Media and Television Review and Classification Board (MTCRB) is
responsible for screening television programs and films, and evaluating the
kind of message these programs send to the audience, may it to be comedy,
romance, action, drama, or documentaries.

Psychologists claim that media can influence a child’s behavior in

various ways. For instance, children can learn violence and aggression
from what they see on television. Many other studies show both the positive
and negative influences of media to its users. Therefore, media providers
and producers should offer platforms that reflect values acceptable to
society and become allies in safeguarding the welfare of the people who are
both their audience and stakeholders.

DANGERS OF THE INTERNET

Nowadays, more and more people are being inclined in using social media
such as Facebook, Twitter, and Instagram. They tend to neglect their
responsibilities and more important needs due to their obsession with
such social networking sites.

Internet and Computer Addiction

Addiction refers to a condition in which a person seems to have lost
control over an action or behavior, which mental health practitioners
deemed as self-destructive.

Vulnerability to Online Crimes

Cyberbullying. It is a bullying with the use of digital

technologies. It can take place on social media, messaging platforms, gaming
platforms and mobile phones. It is repeated behavior, aimed at scaring,
angering or shaming those who are targeted. Examples include spreading
lies about or posting, embarrassing photos to someone on social media,
sending hurtful messages or threats via messaging platforms, and
impersonating someone and sending mean messages to others on their
behalf
(https://www.unicef.org).

Cybercrime. It is any criminal activity that involves a computer,

networked device or a network (https://www.searchsecurity.techtarget.com).
Common forms of cybercrimes include phishing (using fake email messages
to get personal information form internet users); misusing personal
information (identity theft); hacking (shutting down or misusing websites or
computer networks); spreading hate and inciting terrorism; distributing child
pornography; and grooming (making sexual advances to minors)
(https://www.government.nl).

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Processing Activity No. 2
Analysis. Directions: Identify the dangers and effects of media and
information to its audience and stakeholders based on the given situations.
Write your answer on the space provided or in a separate sheet.

1. Mrs. Yal was received a text message from an unknown sender

informing that she won a raffle with a prize of PhP 100,000.00. She
can claim the said prize if she could send a load to the sender in the
amount of PhP 500.00. She then sent a load to the sender but after
few minutes it cannot be reached
______________________________________.
2. A Grade 9 student decided to stop his studies just to pay attention to
a Mobile Legend and DOTA games. He spent his time to a Mobile
Legend game for pleasure and happiness. What do you think happen
to the student? ___________________________________
3. An 18-year old female student enrolled to a Senior High School, a
transferee from one of the National High Schools in Luzon. One of her
teachers added her in their Group Chat. All of her classmates were
happy and welcomed her through nice chats. She was grateful to her
classmates for being kind despite of her spoken dialect- Filipino. After
a week, she noticed that one of her classmates sent hurtful message
against her just because of her spoken dialect- why not to speak
Visayan since she is now living in Cebu. Some of her classmates
laughed through reactions on the messenger. She felt bullied and
mocked by some of her classmates. She cried and decided to stop her
studies and thought of practicing Visayan first before enrolling to a
school. The student was a victim of
_________________________________.
4. A 10-year old son of Mr. John used his cellular phone connected in
the Internet. Unknowingly, the child visited a website which collects
basic information of his father. Since the basic information of Mr.
John was set to automatic fill in using Gmail account. The child just
clicked whatever popped-up on the screen, unaware of the questions
being asked. Then, suddenly it was successfully registered. After few
months, Mr. John received a call from unknown number asking for a
payment of such registration on a webinar in the amount of USD 200.
He was asked to pay on the said amount, if no payment made, the
said issue was already sent to such legal office. He was shocked of the
incident. He paid the said amount without hesitations because he was
afraid of being sued. What do you think is the crime committed by a
caller and was experienced by Mr. John?
______________________________________ .
5. The website of RBB Beach resort was shut down due to an unknown
user. The owner was thinking that his website was .

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 What’s More
How to become a responsible user of media and information?
In order to become responsible use and producer of media and information,
the following should be observed:

a. Ethical standards should be observed online so that Internet users

will know how to act properly and politely.
b. Societal issues on media and information should be addressed to
maintain order and organization.
c. There should be no excuse for netizens to misbehave on social
media. Although the Internet is technically a virtual world, users
are still expected to follow rules accordingly and become law-
abiding citizens.

Processing Activity No. 3

Situational Analysis. Directions: Draw a happy face () if the statement
conveys a positive attitude. Draw a sad face () if otherwise. Write your
answers on the space provided in each number.
____1. Wilmar used his social media account to post a derogatory remark
about his ex-girlfriend, who keeps on teasing him.
____2. Dr. Jack copied his colleague’s invention since the latter has not
applied for patent yet.
____3. Rica asked her friends on Facebook to support her fundraising
campaign that will support orphans.
____4. Efraim did not put any citation on the material he used for his
research since the reference is already obsolete.
____5. Greg told his friends that they have to change the logo of their
marketing project since there is already similarly branded logo available in
the market.

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 What I Have Learned

A. Completion Type. Fill out the blanks of the sentences to complete the
concepts about Media and Information Literacy. Choose your answers
from the words inside the box. Copy the complete statement in your
Answer Sheet.
audience law-abiding order producers

Ethical misbehave organization properly

Internet online politely user

Media (1) producers aim to offer shows that will capture the interest of the
majority because the success of a TV show or film will depend upon the
interest of its targeted (2) audience.
(3) Ethical standards should be observed (4) online so that (5) Internet users
will know how to act properly and politely.

Societal issues on media and information should be addressed to maintain

(6) order and (7) organization. There should be no excuse for netizens to (8)
misbehave on social media.

Although the Internet is technically a (8) virtual world, users are still
expected to follow (9) rules accordingly and become (10) law-abiding citizens.

B. Matching Type. Match the pictures from Column A to the description in

Column B. Write your answers before each number.
Column A Column B

1. a. Copyright

2. b. Plagiarism

3.
c. Netiquette

4.
d. Trademark

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 What I Can Do
Essay Type. Directions: Answer each question briefly based on your
objective insight and critical thinking.

1. Would you let someone use and claim your own work as his in
exchange for a large amount of money? Why or why not?

2. If you are angry with someone, would you say bad words about
him/her in your social media account even if it is not true? Why or
why not?

3. Would you support a campaign that will provide free Internet to the
public? Why or why not?

Rubrics:
CRITERIA 5 POINTS 3 POINTS 1 POINT
Student is Student is
articulate with articulate with
Student is not
English English
fluent in English
language and language but
Communication language and has
has no has
Skills grammatical
grammatical grammatical
errors when
error and can error and can
communicating.
communicate communicate
well. appropriately.
Ideas are Ideas are
presented but Presentation of
Organization of wellpresented
some parts are ideas are
Ideas and well-
disorganized. disorganized.
organized.
Student
Student
demonstrates
demonstrates
understanding Students
Relevance to the understanding
but ideas demonstrates no
Topic of the topic and
cannot connect learning at all.
has acquired
to the concept of
competency.
the lesson.

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 Additional Activity
Application. Directions: Plan a business name.
Draw a logo/ poster of your business in the box. Use
a separate sheet if necessary.

Draw here.

Rubrics:
CRITERIA 5 POINTS 3 POINTS 1 POINT
The poster is very
The poster is
catchy, highly The poster needs
informative and
Content and informative and improvement.
interesting.
Quality of artistically done.
Information The information and
The information
and Idea The information and ideas lack
and ideas are
ideas ae well organized. coherence or
organized.
organization.
The graphics and texts The graphics and The graphics and
are arranged very neatly texts are neatly text look untidy and
and appropriately. and disorganized.
Presentation appropriately.
and Layout There are a few There are numerous
There are no errors in
errors in spelling, errors in spelling,
spelling, punctuation,
punctuation and punctuation, and
and grammar.
grammar. grammar.

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(Source: Magpile, C.M. Media and Information Literacy (Enhancing
Education through Effective Communication. The Inteligente Publishing,
Inc. 2016)
References:

Books

• Cantor, Olivia C. & Vibal Group, Inc. Media and Information

Literacy. Vibal Publishing, Inc. 2016

• Licuanan, P.B.,PhD. Teaching Guide for Senior High School

(Media and Information Literacy). Commission on Higher
Education, 2016

 Magpile, C.M. Media and Information Literacy (Enhancing

Education through Effective Communication. The Inteligente
Publishing, Inc. 2016

• Zarate, M. J. Media and Information Literacy. Rex Bookstore,

Inc. 2016

Online Sources
• http://www.alliancework.com
• http://www.ipwire.com
• http://www.pixabay.com
• http://www.dailysundial-CSUN.edu


Offline Application

• Quexbook- Downloadable at Google Play store

• Merriam-Webster Dictiona

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For inquiries and feedback, please write and call:
Department of Education, Region VII, Cebu Province
Office Address: IPHO Bldg. Sudlon Lahug, Cebu City 6000 Cebu
Telefax: (032) 255-6405
Email Address: cebu.province@deped.gov.ph

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