COLEGIO DE LA PURISIMA CONCEPCION

The School of the Archdiocese of Capiz

Roxas City 5800, Capiz

Self-Learning Kit
in Media and Information Literacy

Media and Information: Cultures,

Communities, and Technologies
(1st Quarter – Week 1)

Prepared by:

STEPHEN J. INOCENCIO
 Self-Learning Kit I SHS Media and Information
Literacy I 2020

FOREWORD

The K to 12 program promotes global competency by accelerating mutual recognition of

Filipino graduates and professionals in other countries. The goal of the K to 12 is to give
Filipino students enough time to master skills and concepts so that they are ready for
tertiary education when the time comes. For this reason, it is important that we begin
with a statement of the intended purpose for competency-based education.

In spite of the covid19 pandemic happening around the world, student learning should
not be delayed. We know that many have changed especially in the education system.
Change is inevitable and constant. This is the new normal for which we need to adapt
and be adept. In this event the so-called self-learning kit was reintroduced, developed
and blended learning is implemented throughout the educational system in the country.

Self-Learning Kit (SLK) was carefully plan what the learner should learn and how he or
she may best learn it. Modules are effective instructional materials which are student-
centered, geared towards the development of learning skills.

Students are expected to learn the importance of proper decision-making as part of the
new normal in their community. It is also hoped that by the end of the year, creative
thinking and awareness in media and information literacy will be productive, effective
and competent not only here in the Philippines but all over the world!
 Self-Learning Kit I SHS Media and Information
Literacy I 2020
PRAYER

“In the name of the Father and of the Son, and the Holy Spirit, Amen.”
Oh ineffable creator, deign to shed a ray of your brightness in our intellect,
taking from us the twofold darkness in which we are born, namely sin and ignorance. Grant us
a keen intellect, strong memory, method and facility in learning, subtlety in interpreting and
elegance in our speech. Enlighten our beginning, direct our progress and perfect our
undertakings. This we ask through Christ our Lord. Amen.
“In the name of the Father and of the Son, and the Holy Spirit, Amen.”

CHAPTER 1

Introduction to Media and Information Literacy

INTRODUCTION

Aloha my dear students! Pandemic brought great change in our lives but still we are
fortunate and safe despite facing these challenges. This is now the new normal so let us
continues to learn and inspire others. We cannot deny the fact that our lives are very
different compared to the past. Much has changed and developed especially about the
technology and media. Our lives are affected due to continuous development of it.
That’s why we need to keep pace with the change and educate ourselves to media.
Remember, change is inevitable and constant.

I would like to welcome you all to this subject Media and Information Literacy that will
make you engage in digital society and deal with media messages in variety of forms.

Challenge

Now, I challenge you all that at the end of the lesson you will be able to:
1. Describe how communication is influenced by media and information.
 Self-Learning Kit I SHS Media and Information
Literacy I 2020

Without consulting other sources of information, ask yourself what the

Build following words mean to you.
 Communication
 Media
 Information
 Technology
 Literacy
How similar or different are your ideas with those in the discussion as you
continue studying this lesson?

Communication _
_ _
_

Media _ _ _
_
_

Information _ _ _ _
_
_

Technology _
_
_

Literacy
_
_

You have heard time and again the adage “No man is an Island.” What does this
saying really mean to you? How do you feel when you are alone and you have no one
else to talk to or share your thoughts with? How about you accidentally left your mobile
phone at home or you are not able to connect to the internet and chat with your friends?
Do you feel a sense of distance or disconnect from the world? What do you think?

We as humans are social beings. Despite the few occasions of solitude, chatting
with friends either face-to-face, through a telephone, or online seems to be a more
likable situations to be in. People value the simplest opportunities to communicate not
just with themselves, but most especially with other people.
 Self-Learning Kit I SHS Media and Information
Literacy I 2020
Deepen

Communication is from the Latin term communicare, which means “to share” or “to
divide out.” It may also thought to originate from another Latin word communis, which
roughly means “working together.”

Littlejohn and Foss (2008), who are scholars and experts in the field, regard
communication as “one of those everyday activities that is intertwined with all of human
life so completely that we sometimes overlook its pervasiveness, importance, and
complexity.”

Explaining the Communication Process through Models

Before we look into the role of media and information, we should be able to fully
grasp the concepts and nature of communication first. To better understand this process,
let us look at them through communication models.

1. HAROLD LASSWELL’S COMMUNICATION MODEL

Figure 1.1 Lasswell’s Communication Model

Harold Lasswell’s communication model shows a one-way transmission of

information and simply illustrates a how communication starts from a sender who transmits
their message through a channel to an intended receiver, consequently with a
corresponding effect. These channels may come in a form of spoken medium or through
digital or technological instruments like phones, computers, and the like. This model
attempts to answer the question, “Who says what to whom, through what medium, and
with what effect?”

2. SHANNON AND WEAVER’S COMMUNICATION MODEL

Figure 1.2 Shannon and Weaver’s Communication Model

 Self-Learning Kit I SHS Media and Information
Literacy I 2020
A development of Lasswell’s model is a version by Claude Shannon and Warren
Weaver which takes into account the concept of noise. Much like in Lasswell’s, this
model also indicates how communication starts with the information source who then
sends a message with the use of a transmitter (channel). The signals that are sent and
received can vary depending on the method of communication. However, the difference
of the models comes from the incorporation of the “noise.” Noise refers to anything that
may interfere – stop or alter – the message being carried.

3. DAVID BERLO’S SMCR COMMUNICATION MODEL

Figure 1.3 Berlo’s Communication Model

Years later, David Berlo developed Shannon and Weaver’s model shifting the
focus to the context, environment, and other factors surrounding the participants
involved in the communication process. These factors include the following:

• Communication skills such as reading, writing, speaking, listening, and

watching.
• Knowledge about a subject or topic
• Attitude toward the topic and the audience
• Social and cultural aspects that influence the content of the message and the
manner by which it is sent
 Self-Learning Kit I SHS Media and Information
Literacy I 2020
Reflect Upon:

1. Choose one communication model. Provide a real-life example to illustrate it.

How does this model help you understand communication as a process?
2. Why communication is important?

Media and Information: The Means and the Ends in Communication

Media and Information are intrinsically interconnected with the concept of

communication. They are so intertwined that information is one of the reasons why
communication is done in the first place, and this information can be shared through
media. Communication is simply the act of transferring information and one of the
functions of is to inform. This is all the more made possible through the use of media.
Ponder on one of those occasions where you read a magazine, watched a program on
television, listen to the radio, went to see a film at a movie house, or surfed the Internet.
Any such activity involves media, information and communication. In a sense that you
cannot do away with communicating, that is getting and sharing information and utilizing
media to achieve both.

What is the role of media in communication?

_
_
_
 Self-Learning Kit I SHS Media and Information
Literacy I 2020
A Closer Look at Media and Information

Today, when you have a good idea and you want others to know it you can
simply posting on the net through Facebook, Instagram, Twitter, Messenger, etc. It is
very easy and fastest way to convey what you want others to know. That's how easy it
is to use the media. This is the way information is spread. And this is how the
communication process works. Media helps improve the way we communicate with
other people, especially those who are far away from us. A message is passed on to
others with the help of tools and devices. Then everything change just one click away.

Information and communication goes hand in hand with media, because these
concepts are at the core of what media actually is. The dictionary defines “media” as
“the means of communication, as radio, and television, newspapers and magazines,
that reach or influence people widely.” It is also important to know that media is actually
the plural form of “medium,” the meaning of which also reflects the importance of the
information and communication process. Medium means “an intervening agency,
means, or instrument.” In today’s modern usage, though, we could use the term media
as a singular collective noun.

The UNESCO Media and Information Literacy Curriculum for Teachers regard
information as a “broad term that can cover data, knowledge derived from study,
experience, or instruction, signals or symbols.” When you use media, information is
referred to as the “knowledge of specific events or situations that has been gathered or
received by communication, intelligence, or news reports.” Media serves as a source or
a channel for relaying information. Information is the content that you share during
communication.

What is the role of media and information in effective communication?

_
_
_
_
_
 Self-Learning Kit I SHS Media and Information
Literacy I 2020
Different Definitions of Media

SOURCE DEFINITION
The main ways that large numbers of people receive
Oxford Learner’s
information and entertainment, that is television, radio,
dictionaries
newspapers, and the Internet
 Refers to the combination of physical objects used to
communicate or mass communication through physical
objects such as radio, television, computers, or film, etc.
UNESCO Media and  Also refers to any physical objects used to communicate
Information Literacy media messages
Curriculum for Teachers  Source of credible information min which content are
provided through an editorial process determined by
journalistic values and therefore editorial accountability
can be attributed to an organization or a legal person.
 Means of distributing texts and messages to a large mass
The Penguin Dictionary of people
of Media Studies (2007)  Carries a certain degree of intellectual baggage or
currency with it.
David Buckingham  Something we use when we want to communicate with
(2003), director of the people indirectly, rather than in person or face-to-face
London University contact.
Centre for the Study of  Provide channels through which representations and
Children, Youth and images of the world can be communicated indirectly.
Media (Callison & Tilley,
2006)
Encyclopedic Dictionary  Any means, agency, or instrument of communication
of Semiotics, Media,  The physical means by which a sign or text is encoded
and Communications (put together) and through which it is transmitted
(2000) (delivered, actualized)
Refers to the print medium of communication, which includes
all newspapers, periodicals, magazines, journals, and
Presidential Decree publications and all advertising therein, and billboards, neon
No. 1018 (1976) signs and the like, and the broadcasting in all their aspects
and all other cinematographic or radio promotions and
advertising.
 Self-Learning Kit I SHS Media and Information
Literacy I 2020
WHAT TO DO
ACTIVITY 1

Directions: Analyze each statement. Choose the letter of the correct answer.
1. It refers to anything that blocks or changes the source’s intended meaning of the
message
a. Medium c. Individual
b. Technology d. Interference
2. It refers to tools used by the source to disseminate information to the receivers.
a. Media c. Literacy
b. Technology d. Information
3. It pertains to any information that is passed on through communication.
a. Receiver c. Message
b. Media d. Source
4. It refers to the atmosphere, physical and psychological, where you send and
receive messages.
a. Context c. Feedback
b. Environment d. Interference
5. New media is also referred to as .
a. Social Media c. the Internet
b. Wi-Fi d. Artificial intelligence
6. This is a Latin term which means “to share” or “to make common”
a. Communican c. Communicante
b. Communista d. Communicare
7. This component incorporates the setting, scene, and other external biases
and expectations of the participants of communication.
a. Feedback c. Interference
b. Context d. Transmitters
8. A component of communication which is a response from the receiver which is sent
back to the source.
a. Feedback c. Interference
b. Context d. Transmitters
9. Anything that blocks or changes the source’s intended meaning of the message.
a. Feedback c. Interference
b. Context d. Transmitters
10. Media is for transmitting messages.
a. A barrier c. A failure
b. A vehicle d. An end

What have you learned?

How communication is influenced by media and information?
How social media and information affects you?
Write on the table the positive and negative effects of social media.
 Self-Learning Kit I SHS Media and Information
Literacy I 2020
EFFECTS OF SOCIAL MEDIA
Positive effects Negative effects

The way communication is communicated through the use and development of

technology and media greatly changed. In this context, we need to be aware of the
positive and negative effects of media on us. We as digital humans should have a limit
to when and how to use our technology and media. We must be responsible for the
information or details posted in the media.

What More?

How can information be accessed in various media forms? Fill in the table below by
listing as many ways that you can think of for each media form.

TV RADIO PRINT INTERNET

References:

Yuvienco, Joel C.: “Media and Information Literacy, Being a B.E.S.T. Digital Citizen
for Senior High School” C&E Publishing, Inc. 2017 (pp) 2-7

DIWA Innovation in Education: Diwa Senior High School Series: Media and
Information Literacy (Second Edition) 2019 (pp) 2-8