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Quarter 1 - Module 3: Media and Information Languages
Quarter 1 - Module 3: Media and Information Languages
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Media and Information Literacy - Senior High School
Alternative Delivery Mode
Quarter 1 - Module 3: Media and Information Languages
First Edition, 2020
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Lesson 1:
The Concept of Constructedness..............................................1
What’s In.....................................................................................................1
What I Need to Know..................................................................................1
What Is It.....................................................................................................1
What’s More................................................................................................3
What I Have Learned..................................................................................4
What I Can Do............................................................................................4
Lesson 2:
Media Codes, Conventions and Messages...............................5
What’s In.....................................................................................................5
What’s New.................................................................................................5
What Is It.....................................................................................................6
What’s More................................................................................................9
What I Have Learned................................................................................10
What I Can Do..........................................................................................10
Lesson 3:
Audience, Producers and Other Stakeholders of Media........11
What’s In...................................................................................................11
What’s New...............................................................................................11
What Is It...................................................................................................12
What’s More..............................................................................................12
What I Have Learned................................................................................13
What I Can Do..........................................................................................13
Summary......................................................................................................................... 14
Assessment: (Post-Test)..................................................................................................15
Key to Answers................................................................................................................ 16
References...................................................................................................................... 19
What This Module is About
According to Marshall McLuhan (1964), “Language is a source of misunderstanding”.
Indeed, one of the most serious problems in the world is that people do not understand each
other. As a country with different dialects, multiple languages can be hard to use. Many
times what we mean does not always have the same meaning for others. And it can take
place in various circumstances and conditions: at home, at work, between social and ethnic
classes, between religions and nations. They can lead to small complications or troubles in
our everyday life and even large-scale conflicts between groups and nations. This is
basically the reason why we need to understand media and its languages.
This module contains lessons and activities that can help you as a Senior High
School student to not just be an information literate individual, but a creative and critical
thinker as well as a responsible user and competent producer of media and information.
I
Icons of this Module
What I Need to This part contains learning objectives that
Know are set for you to learn as you go along the
module.
Multiple Choice. Select the letter of the best answer from among the given choices.
1. Media is a collective term for all communication medium such as books, newspapers,
radio, television, film and the Internet.
A. True B. False
C. Maybe D. Neither True or False
2. A media and information literate individual knows how to examine and take apart the
media message so that its parts are exposed to him.
A. True B. False
C. Maybe D. Neither True or False
3. It pertains to the codes, conventions, formats, symbols and narrative structures that
indicate the meaning of media messages to an audience.
A. Languages B. Media Types
C. Media Languages D. Media Sources
4. These are systems of signs which when put together create meaning.
A. Languages B. Codes
C. Media Languages D. Conventions
In our previous lesson, we have been accustomed to the types of media - the Print
Media, Broadcast Media, and the New Media. Additionally, we have also mastered the
sources of media. Popular sources are the libraries, the internet and indigenous sources.
What Is It
The previous exercise was to prepare you about how media messages are “constructed”.
Just as books use letters to make words, words to make sentences, sentences to
make paragraphs and paragraphs to tell us a story, we can say that all media messages
are constructed. The capacities of the human mind aided by today’s technology enable the
process called construction of media and information messages.
When we say that all media messages are constructed, we mean that all media
messages have been assembled by someone. That “someone” could be a single person, or
it could be a large organization. The messages and values contained in this particular piece
of media come from the people who created it.
1
Image credit: https://pixabay.com/photos/shooting-videographer-model-3621806/
In photographs, the photographer’s own vision of what he/she wants to show within
the frame demonstrates her own values and beliefs. A newspaper writer’s articles may be
based on his own beliefs, or maybe based on the beliefs and ideas of his publishers, or
perhaps even the beliefs of the companies who advertise in that particular newspaper.
Since all media messages are constructed using the ideas and values of the creator,
media messages from different creators will have different ideas planted in them. Those
ideas come from the creators’ own experiences, and since everyone’s experiences are
different, we can expect that each media message should be different as well.
Accordingly, while you may experience a certain media message in one way, there
are others who will certainly come across it in a completely different way. For example, while
you may find a certain media message entertaining, there may be others who find it
offensive.
The process of construction requires the use of deliberate choice on what and what
not to include, what to put on spotlight, and what should serve as a backdrop.
Now that it is clear that all media messages are constructed, the first step to fully
appreciating the “constructedness” of media and information messages is to deconstruct.
It means closely examining and taking apart the media message so that its parts are
exposed to you.
Deconstructing a media message can help us understand who created the message,
and who is intended to receive it. It can reveal how the producer put together the message
using words, images, sounds, design, and other elements. It can expose the point of view of
media makers, their values, and their biases. It can also uncover hidden meanings–
intended or unintended.
Key Concepts for Deconstructing Media
(adapted from www.nmmlp.org © 2008 New Mexico Media Literacy Project)
Source. All media messages are created. Subtext. The “subtext” is an individual
The creator or the source of media could interpretation of a media message. It is
be the writer, photographer or blogger. In sometimes called the “hidden text.” The
the case of a movie or film, the scriptwriter, subtext is not actually heard or seen; it is
director, producer, and movie studio all play the meaning we create from the text in our
a role in creating the message. The own minds. Each person creates their own
question to ask is: Whose message is this? subtext or interpretation based on their
Who has control over the content? previous experiences, knowledge,
opinions, attitudes, and values. Thus, two
people interpreting the same text can
Audience. Media messages are intended
produce two very different subtexts.
to reach audiences. Some are designed to
reach millions of people like the primetime
shows on the television. Others are may be Persuasion Techniques. Media messages
intended only for one person like an email use a number of techniques to try to
or a letter. persuade us to believe or do something.
If we can spot the techniques being used,
we’re less likely to be persuaded, and more
Text. We often use the word “text” to mean
likely to think for ourselves.
“written words.” But in media literacy, “text”
has a very different meaning. The text of
any piece of media is what you actually Point of view. No one tells the whole
see and/or hear. It can include written or story. Everyone tells part of the story from
spoken words, pictures, graphics, moving their point of view. Deconstructing a media
images, sounds, and the arrangement or message can expose the values and
sequence of all of these elements. biases of the media creator, and uncover
powerful messages in the process.
What’s More
One basic principle in Media Literacy is that all media messages are .
The first step in fully appreciating the constructedness of media and information messages
is to . It means closely examining and taking apart the media message so
that its parts are exposed to you.
What I Can Do
Activity 3: ?
Identify the signs and symbols in your community that are used for a variety of
purposes to convey information (e.g. for directions, locations of attractions, etc.).
Describe the verbal and visual ‘languages’ used in these signs and symbols so they
are commonly understood by people in your community. Consider the use of font, stylized
images, design, etc.
In our previous lesson, we learned the first principle of Media Literacy which stresses
that all media messages are constructed. Additionally, the first step in fully appreciating the
“constructedness” of media and information messages is to deconstruct. It means closely
examining and taking apart the media message so that its parts are exposed.
What’s New
Example: Facebook
What Is It
The exercise given above is designed to prime you to the idea that media codes and
conventions are like the building blocks of all the media around us.
Codes are systems of signs which when put together create meaning. There are
three types of media codes: symbolic codes, technical codes and written codes.
Conventions are the rules, habits or generally accepted ways of doing things. Now we will
look at these in detail by examining the table below.
Symbolic codes include the language, Setting is the time and place of the
dress or actions of characters, or iconic narrative. A setting can be as big as the
symbols that are easily understood. galaxy or space, or as small as a specific
For example, a red rose may be used room. Setting can even be a created
symbolically to convey romance, or a atmosphere or frame of mind.
clenched fist may be used to communicate
anger. Symbolic codes in media include
setting, mise en scene, acting and color.
Technical codes include sound, camera angles, types of shots and lighting. They
may include, for example, ominous music to communicate danger in a feature film, or high-
angle camera shots to create a feeling of power in a photograph. Technical codes in media
may include Camerawork, Editing, Audio and Lighting.
https://www.pexels.com/photo/photo-studio-with-
white-wooden-framed-wall-mirror-134469/
Written codes are the formal written language used in a media product. Written
codes include printed language which is the text you can see within the frame and how it is
being presented, and also spoken language, which includes dialogue and song lyrics.
Conventions are accepted ways of using media codes. Conventions are closely
connected to the audience expectations of a media product. Different types of conventions
include form conventions, story conventions and genre conventions.
What’s More
This lesson emphasizes that media codes and conventions are like the building
blocks of all the media around us. are systems of signs which when put together create
meaning. There are three types of media codes: symbolic codes, technical codes and
written codes. , on the other hand, are the rules, habits or generally
accepted ways of doing things.
What I Can Do
Activity 6: ?
Draw a postcard for a place or organization of your choice using any material that is
available to you. What key technical and symbolic codes would you use to convey important
information and create the desired impression?
Postcard Rubric
Criteria 4 3 2 1
Attractiveness The use of codes The use of The use of The use of codes
and symbols codes and codes and and symbols
to present the symbols to symbols to to present the
message are present the present the message are
exceptionally message are message are poorly selected.
attractive. satisfactorily acceptability
attractive. attractive.
Creativity Original and Original and a Original but not Not original nor
imaginative. little imaginative. imaginative. imaginative.
Imaginative but Imaginative but
a little original. not original.
Validity of Language Language are Poor selection Language do not
Information used makes adequately of language tie in with the
the message used to present to present the message. The
come alive. the message. message. The information
The information The information information presented are
presented are presented are presented are not accurate and
accurate and adequately poorly accurate valid.
valid. accurate and and valid.
valid.
Meaningfulness The presentation The The The presentation
is cohesive and presentation presentation lacks meaning;
comprehensive has deep lacks meaning no supporting
with supporting meaning but with no details; with
details. little supporting supporting unfinished parts
details. details.
Lesson
Audience, Producers and Other Stakeholders of Med
3
What’s In
In our previous lesson, we learned the first principle of Media Literacy which stresses
that all media messages are constructed. Additionally, the first step in fully appreciating the
“constructedness” of media and information messages is to deconstruct. It means closely
examining and taking apart the media message so that its parts are exposed.
What’s New
In this lesson, we will connect the idea of media languages to the idea of audiences,
producers and other stakeholders.
The audience of the message
The producers of the message
The audience refers to the group
of consumers for whom a media message The producers are the people
was constructed as well as anyone else engaged in the process of creating and
who is exposed to the message. There are putting together media content to make a
two general types of media audience: finished media product.
What’s More
This lesson connects the idea of media languages to the notion of audiences,
producers and other stakeholders. The , being, the consumers of the media message
while the are the creators of such media message. On the other hand, other
stakeholders can be the libraries, archives, museums, internet and other relevant information
providers.
What I Can Do
Activity 9
Using still or video pictures, create a collage of images you would use to sell your
school to a particular audience. Consider the use of appropriate icons, symbols, visual and
verbal language, music, colors, camera shots and angles, etc. to engage and speak to this
audience. Audiences for this collage could be potential students who might enroll in the
school, parents of these students, school trustees, a politician, etc.
Criteria 4 3 2 1
Attractiveness The use of codes The use of The use of The use of codes
and symbols codes and codes and and symbols
to present the symbols to symbols to to present the
message are present the present the message are
exceptionally message are message are poorly selected.
attractive. satisfactorily acceptability
attractive. attractive.
Creativity Original and Original and a Original but not Not original nor
imaginative. little imaginative. imaginative. imaginative.
Imaginative but Imaginative but
a little original. not original.
Validity of Language Language are Poor selection Language do not
Information used makes adequately of language tie in with the
the message used to present to present the message. The
come alive. the message. message. The information
The information The information information presented are
presented are presented are presented are not accurate and
accurate and adequately poorly accurate valid.
valid. accurate and and valid.
valid.
Meaningfulness The presentation The The The presentation
is cohesive and presentation presentation lacks meaning;
comprehensive has deep lacks meaning no supporting
with supporting meaning but with no details; with
details. little supporting supporting unfinished parts
details. details.
Summary
This module stresses that all media messages are constructed. Hence, the first step
to fully appreciating the constructedness of media and information messages is to
deconstruct. It means closely examining and taking apart the media message so that its
parts are exposed to you.
Glosarry
Constructedness. The status of a text (in any medium) as something created, authored,
composed, framed, mediated, and/or edited
Representation. The ways in which media represents reality through the decisions and
perspectives of its creators
Assessment: (Post-Test)
Multiple Choice. Select the letter of the best answer from among the given choices.
1. Media is a collective term for all communication medium such as books, newspapers,
radio, television, film and the Internet.
A. True B. False
C. Maybe D. Neither True or False
2. A media and information literate individual knows how to examine and take apart the
media message so that its parts are exposed to him.
A. True B. False
C. Maybe D. Neither True or False
3. It pertains to the codes, conventions, formats, symbols and narrative structures that
indicate the meaning of media messages to an audience.
A. Languages B. Media Types
C. Media Languages D. Media Sources
4. These are systems of signs which when put together create meaning.
A. Languages B. Codes
C. Media Languages D. Conventions
Lesson 1
Activity 1: Video Analysis
Possible Responses
1. How was the video created?
• The video was created like a pro... it was very catchy and entertaining as well
• The video was very plain and boring…
Robert Young. “Media Codes and Convention.” Accessed January 16, 2020, https://
media.codes/media-codes-and-conventions-c03423c06aa8
https://pixabay.com/photos/photo-edit-picture-photography-2298945/
Pixabay.com. “Micro Mixing Audio Sound Radio.” Accessed January 16, 2020,https://
pixabay.com/photos/micro-mixing-audio-sound-radio-4520681/
19
Pixabay.com. “Flower Ranunculus Blossom Bloom.” Accessed January 16,
2020,https:// pixabay.com/photos/flower-ranunculus-blossom-bloom-1312828/
Pixabay.com. “Rule Hook Check Mark Hammer.” Accessed January 16, 2020,https://
pixabay.com/illustrations/rule-hook-check-mark-hammer-1752625/
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