Senior High School

Media and
Information Literacy
Quarter 3 – Module 2:
Media and Information, Then and Now

Department of Education • Republic of the Philippines

 INTRODUCTORY MESSAGE
This module will introduce you to the role that new and converging technologies are
playing in the widening participation of citizens in social, economic and political change. It
explains how new digital and electronic forms of media (online news, blogs, Wikipedia,
YouTube, social networking applications, video gaming, etc.) have evolved from traditional
media and how they are enabling greater access to information and knowledge, freedom of
expression, good governance and participation in democratic processes.

The co-existence of print media, broadcast media (radio and television), the Internet,
mobile phones, etc. is also allowing media content to flow across various platforms, widening
access to information and creating a participatory culture where citizens not only consume
information, but actively participate in its production and distribution. New information and
communication technologies (ICTs), for example, have opened up opportunities for greater
audience participation in information and knowledge sharing, and are encouraging people to
actively engage in the democratic process, causing more societies to open up.

In effect, new media and converging technologies are creating new spaces for self-
expression and participation in public discourse on a wide range of social, economic and
political issues. New media platforms are allowing citizens to consciously engage in the
democratic process in their societies, and helping to bring global news and issues much
closer to local societies. In this module, you will understand the following lessons:
 Lesson 4 – Evolution of Media
 Lesson 5 – Types of Media
 Lesson 6 – Media and Information Sources

GENERAL INSTRUCTIONS
For the learners:
To be guided in achieving the objectives of this
module, do the following:
Read and follow instructions carefully.
Answer the pretest before going through the
lessons.
Take note and record points for clarification.
Compare your answers against the key to
answers found at the end of the module.
Do the activities and fully understand each
lesson.
Answer the self-check to monitor what you
learned in each lesson.
Answer the posttest after you have gone over
all the lessons.
For the teacher:
To facilitate and ensure the students’ learning
from this module, you are encouraged to do
the following:
Clearly communicate learning competencies
and objectives
Motivate through applications and connections
to real life.
Give applications of the theory
Discuss worked-out examples
Give time for hands-on unguided classroom
work and discovery
Use formative assessment to give feedback
Introduce extensions or generalizations of
concepts
Engage in reflection questions
Encourage analysis through higher order
thinking prompts
Provide alternative formats for student work

2
 Lesson
Evolution of Media
4
An important development with the growth of digital media has been the move
from a traditional communication model of ‘one to many’, characteristic of print and
broadcast media, to a ‘peer to peer’ model that facilitates collaborative creation and sharing
of content. As content is digitized, it becomes accessible from a multitude of devices,
including radio, television, personal computer and, perhaps most importantly, the mobile
phone, which is emerging as the dominant platform for delivering content of all kinds. The
digitalization of voice, image, sound and data – known as convergence – is creating new
opportunities for interaction. This lesson will talk about the media development breakthrough
with the human history.

What I Need to Know

Learning objectives
In this lesson, you will:
 Identify traditional media and new media, and their relationships.
MIL11/12EMIL-IIIb-5 (Activity 4.1);
 Examine the technology or resources available during the prehistoric age,
the industrial age, the electronic age, and the new or digital age ;
 Identify the devices used by people to communicate with each other, store
information, and broadcast information across the different ages (Activity
4.2);
 Editorialize the roles and functions of media in democratic society.
MIL11/12EMIL-IIIb-6 (Activity 4.3)
 Search and look up the latest theories on information and media.
MIL11/12EMIL-IIIb-7

What I Know
Pretest
Direction: In a separate sheet of paper, write the letter of the correct answer.
1. Which of the following is used to store information during the electronic age?
a. Telegram b. Radio c. Books d. Typewriter
2. Typewriter first appeared in .
a. Pre-industrial age c. Industrial Age
b. Electronic Age d. Information Age
3. What format/ equipment did people use to communicate with each other during
Industrial Age?
a. Traditional paper and writing materials c. Paper and Pen, Typewriter
b. Telegraph, Telegram, Telephone, Computers d. None of these

4. What are the different types of new media?

 a. The internet, CDs, DVDs c. Television, films, books and
newspapers.
b. Novels, poems, fiction and non-fiction d. Radio, television, monkeys
5. While the potential impact of the IoT is considerable, a concerted effort is required to
move beyond this early stage. In order to optimise the development of the market, a
common understanding of the distinct nature of the opportunity is required. Which of the
following IS NOT the key feature of IoT?
a. The Internet of Things can enable the next wave of life-enhancing services across
several fundamental sectors of the economy.
b. Meeting the needs of customers may require global distribution models and
consistent global services.
c. Information overload across platforms of media.
d. Device and application behavior will place new and varying demands on mobile
networks.

6. In a democratic society, its role is pivotal in keeping the government, companies, and
powerful individuals accountable to the masses. The media has the power to spotlight
and expose those who abuse their power. The first thing dictators do to control the flow
of information is to control the media, what news stories they can run. Their role is to
objectively provide the facts in the context they are expected.
a. TRUE b. FALSE

7. The modern age of business and consumerism is increasingly driven in a global fashion
with international brands in many vertical industries. In order to support the
development of a viable service ecosystem, i.e. one that meets customer expectations
in an economical manner, globally consistent service enablers will be a key
requirement. For companies in vertical industries, the ability to deploy their services
across several countries. Which of the following is NOT an IoT-inspired device?
a. Smart Watch c. Augmented Reality
b. 3D printing and Sensors d. Billboards

8. What format/ equipment did people use to store information during the Information Age?
a. Printing press or books, Computers
b. Printing press or books, Digital books, Personal computers, Mobile phones, Smart
phones,
c. Wearable technology, Social Media
d. Both b and c

9. A positive view of the political role of the media sees it as...

a. a way of keeping people harmlessly amused when times are hard.
b. a way of promoting constructive 'role models' for young people.
c. much more trustworthy than politicians
d. at its best, a potential check on executive power.

10. While the Internet of Things (IoT) will ultimately have an enormous impact on
consumers, enterprises and society as a whole, it is still at an early stage in its
development. These are the following industrial sector may arise EXCEPT:
a. Intelligent buildings
b. Energy services and national security
c. PCs, tablets and handset data
d. None of these
 What’s New
Activity 4.1 Traditional to New Media

“ Titanic, in full Royal Mail Ship (RMS) Titanic,

British luxury passenger liner that sank on April 14–15,
1912, during its maiden voyage, en route to New York
City from Southampton, England, killing about 1,500
passengers and ship personnel. One of the most
famous tragedies in modern history, it inspired
numerous stories, several films, and a musical and has
been the subject of much scholarship and scientific RMS Titanic departing Southampton on 10 April 1912. Retrieved
speculation.” from: https://en.wikipedia.org/wiki/File:RMS_Titanic_3.jpg

Source: https://www.britannica.com/topic/Titanic
Contributed by: Amy Tikkanen
Retrieved on : May 22, 2020

What you will do

Activity 4.1 Traditional to New Media

In your notebook, try to answer the following:
If the Titanic sank somewhere in the Atlantic Ocean, how do you think the news reached people in
England and New York at that time? Indicate any form of communication you might think of that is
existing during that time.
If the Titanic sank today, in what format would people receive or read the news? Indicate your
favorable form of media format you can think that is existing during this time and discuss why you
chose this media format.

What is It
Discussion
More than 1,500 people died in the sinking of the Titanic, but more than 700
survived. Those who did owed their escape to the newest communications technology of the
time: wireless telegraphy.
Media fulfills several basic roles in our society. One obvious role is entertainment.
Media can act as a springboard for our imaginations, a source of fantasy, and an outlet for
escapism. It can also provide information and education. Information can come in many
forms, and it may sometimes be difficult to separate from entertainment. Today, newspapers
and news-oriented television and radio programs make available stories from across the
globe, allowing readers or viewers in London to access voices and videos from our country
or neighboring nations. Books and magazines provide a more in-depth look at a wide range
of subjects. Similarly, it can be used to monitor government, business, and other institutions.
These are how media and information has evolved throughout history. It is described
into four ages.

Pre-Industrial Age (Before 1700s) - People discovered fire, developed paper from plants,
and forged weapons and tools with stone, bronze, copper and iron. Examples:
• Cave paintings (35,000 BC) • Clay tablets in Mesopotamia (2400 BC)
• Papyrus in Egypt (2500 BC) • Acta Diurna in Rome (130 BC)
• Dibao in China (2nd Century) • Codex in the Mayan region (5th Century)
• Printing press using wood blocks (220 AD)
Industrial Age (1700s-1930s) - People used the power of steam, developed machine tools,
established iron production, and the manufacturing of various products (including books
through the printing press). Examples:
• Printing press for mass production (19th century) • Newspaper- The London
Gazette (1640)
• Typewriter (1800)Telephone (1876) • Commercial motion pictures (1913)
• Motion picture photography/projection (1890) • Telegraph
• Motion picture with sound (1926) • Punch cards
Electronic Age (1930s-1980s) - The invention of the transistor ushered in the electronic
age. People harnessed the power of transistors that led to the transistor radio, electronic
circuits, and the early computers. In this age, long distance communication became more
efficient. Examples:
• Transistor Radio • Television (1941)
• Large electronic computers- i.e. • Mainframe computers - i.e. IBM
704(1960) EDSAC (1949) and UNIVAC 1 (1951)
• Personal computers - i.e. Hewlett- • OHP, LCD
projectors Packard 9100A (1968), Apple 1 (1976)
Information Age (1900s-2000s) - The Internet paved the way for faster communication and
the creation of the social network. People advanced the use of microelectronics with the
invention of personal computers, mobile devices, and wearable technology. Moreover, voice,
image, sound and data are digitalized. We are now living in the information age. Examples:
• Web browsers: Mosaic (1993), • Blogs: Blogspot (1999),
LiveJournal (1999), Wordpress (2003) • Smart phones
Internet Explorer (1995) • Cloud and Big Data
• Social networks: Friendster (2002), • Microblogs: Twitter (2006), Tumblr
(2007) Multiply (2003), Facebook (2004)
Video: YouTube (2005) • Wearable technology
• Video chat: Skype (2003), Google • Augmented Reality / Virtual
Reality Hangouts (2013)
• Search Engines: Google (1996), • Portable computers- laptops
(1980), Yahoo (1995) netbooks (2008), tablets (1993)

As Briggs and Burke note, these advances meant that “hundreds of thousands of
components could be carried on a microprocessor.” The reduction of many different kinds of
content to digitally stored information meant that “print, film, recording, radio and television
and all forms of telecommunications [were] now being thought of increasingly as part of one
complex.” This process, also known as convergence, is a force that’s affecting media today.
Output 6
Activity 4.2 Knowing You Media at Different Ages
Cut out a 5 pictures of each Age of MIL then answer the table below
 What’s More
Enrichment

ROLES OF MEDIA IN A DEMOCRATIC SOCIETY

Transitions from one technology to another have greatly affected the media, although
it is difficult to say whether technology caused a cultural shift or resulted from it. The role of
the media is vital in generating a democratic culture that extends beyond the political system
and becomes engrained in the public consciousness over time.
Media fulfills several roles in our democratic society, including the following:
1. Channel . It provides opportunities for people to communicate, share ideas,
speculate, tell stories and give information.
2. Watchdog. It exposes corrupt practices of the government and the private sector.
Creating a space wherein governance is challenged or scrutinized by the
governed. It also guarantees free and fair elections.
3. Resource center. It acts as a gateway of information for the society’s
consumption. Also, it becomes a keeper of memories of the community,
preserver of heritage and source of academic knowledge.
4. Advocate. Through its diverse sources or formats, it bridges the gap of digital
divide.
Media act as a catalyst for democracy and development, helping to make public
participation meaningful. If media is honest and committed in its job, democracy is bound to
function more efficiently and the loopholes present in any democratic system can certainly
be plugged to the fullest satisfaction of the people.
On the contrary, if media is biased, corrupt and favors only a particular party or few
individuals, it can prove to be very dangerous for the smooth functioning of democracy. No
one can become perfect and one can only strive to become so. The same holds true for our
media also. Certainly, there is still a lot of scope for improvement by which the media can
rise upon

What is It
Discussion

INTERNET OF THINGS (IoT)

Mobile networks already deliver connectivity to a broad range of devices, enabling the
development of innovative new services and applications. This new wave of connectivity is
going beyond tablets and laptops; to connected cars and buildings; TVs and game consoles;
smart meters and traffic control; with the prospect of intelligently connecting almost anything
and anyone.
The Internet of Things (IoT) refers to the use of intelligently connected devices and
systems to leverage data gathered by embedded sensors and actuators in machines and
other physical objects.
By which mobile operators have identified the following key distinctive features:
1. The Internet of Things can enable the next wave of life-enhancing services across
several fundamental sectors of the economy.
2. Meeting the needs of customers may require global distribution models and
consistent global services.
3. The Internet of Things presents an opportunity for new commercial models to support
mass global deployments.
 4. The majority of revenue will arise from the provision of value-added services and
mobile operators are building new capabilities to enable these new service areas.
5. Device and application behavior will place new and varying demands on mobile
networks.
A common understanding of the distinctive nature of this nascent opportunity should help
hasten this development. This has believed to be full blown in the next decade. The figure
depicts a Smart City.

What’s More
Enrichment

What I Have Learned

Generalization

Source: McKinsey internal research, GSMA

The IoT will also help widen access and improve quality of education and health

11
In education, mobile-enabled solutions will tailor the learning process to each student’s
needs, improving overall proficiency levels, while linking virtual and physical classrooms to
make learning more convenient and accessible.

Source: McKinsey, GSMA, Qualcomm, GSV

The Internet of Things promises to deliver a step change in individuals’ quality of life
and enterprises’ productivity. Through a widely distributed, locally intelligent network of smart
devices, the IoT has the potential to enable extensions and enhancements to fundamental
services in transportation, logistics, security, utilities, education, healthcare and other areas,
while providing a new ecosystem for application development.
Inasmuch, information overload might be the challenge of the incoming generation.
As an empowered SHS student, truly your role is to enhance your media and information
literacy in order for you to be secured in this digital- driven world.

OUTPUT 7
Enrichment
Activity 4.5: Traditional Media VS New Media
The table shows the description of both kinds of media. In a separate
paper, write the correct description that it refers to. Follow the given table below.

Media experience is limited.

Media experience is more interactive.
One-directional.
Audiences are more involved and can response simultaneously.
Sense receptors used are very specific( i.e., print media – sight, radio – hearing, TV and films –
sight and hearing)
Integrates all aspect of old media.
It includes social networking sites, blogs, podcasts, wikis, and virtual worlds.
It is much more of a two way affair and it allows consumers and users to get more involved

10
 Traditional Media is ….. New Media is …….

Assessment
Posttest

Direction: In a separate sheet of paper, write the letter of the correct answer.
1. Which of the following is used to store information during the electronic age?
a. Telegram b. Radio c. Books d. Typewriter

2. Typewriter first appeared in .

a. Pre-industrial age c. Industrial Age
b. Electronic Age d. Information Age

3. What format/ equipment did people use to communicate with each other during
Industrial Age?
c. Traditional paper and writing materials c. Paper and Pen, Typewriter
d. Telegraph, Telegram, Telephone, Computers d. None of these

4. What are different types of new media?

c. The internet, CDs, DVDs c. Television, films, books and
newspapers.
d. Novels, poems, fiction and non-fiction d. Radio, television, monkeys

5. Which of the following NOT included in the distinctive feature of Internet of Things?
a. IoT will enable life-enhancing services
b. Distribution models for IoT services are often global
c. New capabilities are being developed for IoT applications
d. Inflating demands on the mobile network

6. A primary function of an independent press in a free and democratic society is to:

a. provide news that is fair, balanced, and accessible to all people.
b. maintain social order by publishing stories that promote democratic values.
c. manage the way in which information is disseminated and presented to the public.
d. entertain audiences while supplying them with timely information on their
communities.
11
7. In a 30-minute local television news broadcast, four minutes are dedicated to a lead
story about a robbery at an area business. Two- to three-minute segments report on an
incident in which an individual was arrested for assault and on recent developments in a
high- profile criminal trial. This news describes the role of media as .
a. Channel c. Watchdog
b. Resource Center d. Advocate

8. A high school journalist has spent weeks gathering information in order to develop a
story on changes in graduation requirements. The student has transcripts of interviews
with teachers and students, data and news releases from the state department of
education, and copies of practice graduation tests. This news describes the role of
media as
.
a. Channel c. Watchdog
b. Resource Center d. Advocate

9. A television news helicopter crew is first on the scene the afternoon a typhoon sweeps
through a midwestern town. The crew's aerial footage is fed to a national news bureau,
which in turn arranges to broadcast the footage that night on its national nightly network
news program. This news describes the role of media as .
a. Channel c. Watchdog
b. Resource Center d. Advocate

10. While the potential impact of the IoT is considerable, a concerted effort is required to
move beyond this early stage. In order to optimize the development of the market, a
common understanding of the distinct nature of the opportunity is required. Which of the
following IS NOT the key feature of IoT?
e. The Internet of Things can enable the next wave of life-enhancing services across
several fundamental sectors of the economy.
f. Meeting the needs of customers may require global distribution models and
consistent global services.
g. Information overload across platforms of media.
h. Device and application behavior will place new and varying demands on mobile
networks.

11. In a democratic society, its role is pivotal in keeping the government, companies, and
powerful individuals accountable to the masses. The media has the power to spotlight
and expose those who abuse their power. The first thing dictators do to control the flow
of information is to control the media, what news stories they can run. Their role is to
objectively provide the facts in the context they are expected.
a. TRUE b. FALSE

12. The modern age of business and consumerism is increasingly driven in a global fashion
with international brands in many vertical industries. In order to support the
development of a viable service ecosystem, i.e. one that meets customer expectations
in an economical manner, globally consistent service enablers will be a key
requirement. For companies in vertical industries, the ability to deploy their services
across several countries. Which of the following is NOT an IoT-inspired device?
b. Smart Watch c. Augmented Reality
c. 3D printing and Sensors d. Billboards

13. What format/ equipment did people use to store information during the Information Age?
a. Printing press or books, Computers
b. Printing press or books, Digital books, Personal computers, Mobile phones, Smart
phones,
12
 c. Wearable technology, Social Media
d. Both b and c

14. A positive view of the political role of the media sees it as...
a. a way of keeping people harmlessly amused when times are hard.
b. a way of promoting constructive 'role models' for young people.
c. much more trustworthy than politicians
d. at its best, a potential check on executive power.

15. While the Internet of Things (IoT) will ultimately have an enormous impact on
consumers, enterprises and society as a whole, it is still at an early stage in its
development. These are the following industrial sector may arise EXCEPT:
a. Intelligent buildings c. PCs, tablets and handset data
b. Energy services and national security d. None of these

Additional Activity
Being an empowered SHS student, your role is to showcase your versatility in all forms of
media. Perform the following instruction:
1. Draw on a short bond paper a political cartoon depicting your opinion about how
Philippine media performs its roles and functions in the Philippines which is a
democratic country.
2. Explain the message of your political cartoon in not less than 3 sentences.
3. Upload your output in your Facebook account and use the hashtag
#TraditionalToNewMedia.
4. Don’t forget to tag to your teacher for the said work of art of yours.

Great work! You are done with Lesson 4.

Have a break! You deserve one 😊
Then let’s take off to Lesson 5! So, read on!

13
 Lesson
Types of Media
5
Modern media comes in many different formats, including print media (books,
magazines, newspapers), television, movies, video games, music, cell phones, various kinds
of software, and the Internet. Each type of media involves both contents, and also a device
or object through which that content is delivered.
By which, it has also an important accountability mechanism: it raises important
issues, corruption for example, that might otherwise never be publicly debated or addressed.
The media also has an important role in stimulating governments to act on social policy, can
also expose problems that need to be addressed, for example poor living conditions or lack
of access to services and so on. Thus, it takes to the idea of how media is now used and by
what degree of confidence does the content is credible in different media formats. With this,
the lesson will give you the direction on the different type of media and the how an individual
is portrayed in a public using variety of media formats.

What I Need to Know

Learning objectives
In this lesson, you will:
 identify the different types of media
 Classify contents of different media types. MIL11/12TYM-IIId-10 (Activity
5.1);
 Define media convergence through current examples. MIL11/12TYM-IIId-
11 (Activity 5.3);
 Discuss to class on how a particular individual is portrayed in public using
different type of media. MIL11/12TYM-IIId-12 (Activity 5.5);

What I Know
Pretest
Direction: In a separate sheet of paper, write “Like” if the statement is TRUE
and “Sad” if not.
1. Harry Potter Complete Series Boxed Set Collection is a print media.
2. Don’t Let Me Down by The Chainsmokers in Spotify is a broadcast media.
3. Broadcast media requires internet connection as medium of transmission to
reach the target audiences.
4. Print media are media consisting of paper and ink, reproduced in a printing
process that is traditionally mechanical. For instance, Manila Times, Sunstar,
Bandera and many others.
 5. Media personality can have power to direct or challenge society.
6. Media content producers should follow a code of ethics that prohibits the use of
abusive or discriminatory material based on race, ethnicity, age, gender, physical
ability or marital status.
7. Digital media make people create new kinds of media forms, like mash-ups.
8. One of the consequences of convergence is that types of media such as radio or
film are losing their meanings as distinct, separate media types that are defined
by their technologies.
9. In the future, Internet magazines will expand publications' readerships.
10. The second information communications revolution began with the invention of
paper.

What’s In
Review

Last time, we learned about the development of media across time. By which, this generation is in
the digital age. The current era has made it easy for anyone to create media. We don't always know
who created something, why they made it, and whether it's credible. This makes media literacy tricky
to learn. Nonetheless, media literacy is an essential skill in the digital age. It can help you learn how
to determine whether something is credible. It also helps determine the "persuasive intent" of
advertising and resist the techniques marketers use to sell products.

This time you will learn to compare and contrast how one particular issue or news is presented
through the different types of media (print, broadcast, online). Further, you will also identify the role
of media in our culture. From celebrity gossip to magazine covers to memes, media is telling us
something, shaping our understanding of the world, and even compelling us to act or think in certain
ways.

What is It
Discussion
TYPE OF MEDIA
Media simply refers to a vehicle or means of message delivery system to carry an ad
message to a targeted audience. Media like TV, Radio, Print, Outdoor and Internet are
instruments to convey an advertising message to the public.
The main task of media planners is to select the most appropriate media channels
that can effectively communicate the advertising message to a targeted audience. Hence, it
is essential for media planners to:
 Keep up with latest media trends
 Keep up with New technological developments
 Determine long and short term effects of different media
 Analyse Strengths and Weaknesses of different media
Each type of media involves both content, and also a device or object through which that
content is delivered. By which these are different types of media
 1. Print Media - media consisting of paper and ink, reproduced in a printing process
that is traditionally mechanical. It is used to describe the traditional or "old-
fashioned" print-based media that today's parents grew up with, including
newspapers, magazines, books, and comics or graphic novels
2. Broadcast Media - media such as radio and television that reach target
audiences using airwaves as the transmission medium.
3. Film/Movies. These are the oldest form of motion picture technology capable of
capturing lifelike video-style images. Originally, movies could only be consumed
at a neighborhood movie theater, but these days movies are widely available for
people to consume in their homes, on their computers, and even in through their
telephones. Commercial movies are broadcast on television, and via cable and
satellite services which may feature High Definition (HD) video resolution and
sound, essentially allowing the movie theater experience to be replicated in a
home theater environment
4. New Media - content organized and distributed on digital platforms such as the
Internet. It refers to “those digital media that are interactive, incorporate two-way
communication and involve some form of computing,” Robert Logan writes in his
book Understanding New Media. New media is “very easily processed, stored,
transformed, retrieved, hyperlinked and, perhaps most radical of all, easily
searched for and accessed.”

What’s More
Enrichment

MEDIA CONVERGENCES
Media convergence is the merging of mass communication outlets – print, television,
radio, the Internet along with portable and interactive technologies through various digital
media platforms.
Media convergence is the blending of multiple media forms into one platform for
purposes of delivering a dynamic experience.

Technologically rich societies have entered the digital age, and media industries are
grappling with new opportunities – and threats – afforded by what is called “convergence”.
Media people tend to get very excited about convergence, because it holds so much
promise. The melding together of different media, incorporating new personalized services is
both impressive and overwhelming.

co-existence of traditional and new media.

co-existence of print media, broadcast media (radio and

television), the Internet, mobile phones,as well as
others, allowing media content to flow across various
MEDIA CONVERGENCE platforms.

ability to transform different kinds of media into digital

code, which is then accessible by a range of devices (ex.
from the personal computer to the mobile phone), thus
creating a digital communication environment
 Source : Teaching Guide for Senior High School MEDIA AND INFORMATION LITERACY.

For much of modern history, the different types of media — books, newspapers,
radio, television, cinema — were distinct technologies. They also existed in separate
industries. Digitization, computer networking and the rise of the Internet, however, have
resulted in the breaking down of these silos. This has led to the integration of all media. It
enables the immediate and global exchange of every kind of content.

Our experience with convergence to date has also revealed some drawbacks. Not
everyone has ready and affordable access to digital media, or the skills to employ them. A
connection to computer networks (and the literacy required to navigate them) is increasingly
vital. It creates a digital divide between haves and have-nots. Also, the tracking capacity of
computer programs has resulted in increased surveillance. This has prompted concerns
about personal privacy and security.
But media convergence isn't only an end result like a smartphone, but also a process
in how we create, consume, and distribute media. Think for a minute about how you found
out about the latest big event in the news. Were you watching television? Reading a
newspaper? Probably not. Most likely you were informed thanks to convergence, perhaps
reading it on a social media feed on your smartphone as you commuted to work.
Media convergence has even changed the way we receive data. Instead of getting a
news report from TV, we're getting that same report from a television station by way of the
internet and social media, in particular. For people who work in media, convergence has
changed the way they do their jobs. Instead of reporters simply writing a story to appear in
tomorrow's newspaper, they're filming short video clips and tweeting about it, too—a smash-
up of different digital technologies.

Communication and technology are just two of the areas where convergence has
been impactful.

Output 8
Activity 5.3 Sample of Media Convergence
Instruction: Do a research of at least 2 examples for the following platform where the media
convergence is much existing. Use the table below to be guided.

Media Convergence in Platform Specific Example

Facebook, Instagram,
Communication Social Network
Twitter

Education Learning Resource Center

Advertisement Services Advertisement

News News Agency

Entertainment Multimedia Personality
What is It
Discussion

MASS MEDIA AND MEDIA EFFECTS

The flow of information has completely changed bringing an overhaul to the overall
media sector. Basically, when a person is portrayed in public more people are likely to
access the information online.
In this age of media convergence, there has been an increase in the number of blogs
that give information unlike in the past where one could only access information from very
limited sources, mainly “the print media”. There is no restriction on who can write a blog with
platforms like word press offering even a free version of their blogs. More to that, there has
been an increase of video blogs that give information and news within a click of a button
from your computer. Some of the platforms include YouTube where uploading a video is
completely free. Basically, more people will access a person portrayed in public via digitized
system as compared to the old types of media.

MASS MEDIA
It is known as being one of the most significant forces in modern culture. It refers to
channels of communication that involve transmitting information in some way, shape or form
to large numbers of people. Further, it is a communication—whether written, broadcast, or
spoken—that reaches a large audience. This includes television, radio, advertising, movies,
the Internet, newspapers, magazines, and so forth.

Sociologists refer to this as a mediated culture where media reflects and creates the
culture. Communities and individuals are bombarded constantly with messages from a
multitude of sources including TV, billboards, and magazines, to name a few. These
messages promote not only products, but moods, attitudes, and a sense of what is and is
not important. Mass media makes possible the concept of celebrity: without the ability of
movies, magazines, and news media to reach across thousands of miles, people could not
become famous. In fact, only political and business leaders, as well as the few notorious
outlaws, were famous in the past. Only in recent times have actors, singers, and other social
elites become celebrities or “stars.”

MEDIA EFFECTS
These are the intended or unintended consequences of what the mass media does
(Denis McQuail, 2010). Further, it is typically defined as social or psychological responses
occurring in individuals, dyads, small groups, organizations, or communities as a result of
exposure to or processing of or otherwise acting on media messages. The changes caused
by media can take place on several dimensions. The effects can be intended by the
message source or unintended. The consequences can include not only changes, but also
preservation of the status quo. If a certain social situation perpetuates because of media this
is also considered a media effect. In addition, media effects can be both short-term and long-
term.

These are the new theories moved away from the notion that exposure to media can
immediately and directly affect people’s attitudes and behaviors.

1. Third – party Theory.People think they are more immune to media influence than others.
 Source : https://

2. Reciprocal Effect
When a person or event gets media attention, it influences the way the person acts
or the way the event functions. Media coverage often increases self-consciousness,
which affects our actions.

Source :
3. Boomerang Effect
It refers to media-induced change that is
counter to the desired change.
Communicative messages are often
constructed strategically. In many cases,
the creators of such messages strive to
curtail specific anti-social or unhealthy
attitudes and behaviors held by the target
audience. However, these messages are
not always successful in achieving the
intended effect. Messages with a specific
intent can backfire and cause an increase
Source : and-the-boomerang-effect/)
in the unhealthy or anti-social attitude or
behavior targeted for change.
4. Cultivation Theory (George Gerbner)
It states that media exposure, specifically to
television, shapes our social reality by giving
us a distorted view on the amount of violence
and risk in the world. The theory suggests
that television and media possess a small
but significant influence on the attitudes and
beliefs of society about society. Those who
absorb more media are those we are more
influenced.
In a nutshell, heavy viewing of television
and the associated violence leads the
viewer to believe that the world is a much Source :
more dangerous place than it actually is,
with a serial killer, rapist, or pedophile lurking around every corner.

5. Agenda-setting Theory (Lippmann/

McCombs and Shaw)

Source function-theory/
 It process whereby the mass media determine what we think and worry about.
Further, public reacts not to actual events but to the pictures in our head, created by
media. Also, agenda setting is very important in the political aspect because the
public agenda influences the policy agenda which means that candidates will try to
focus on issues that the public wants to hear about. In conclusion the agenda setting
theory has many beneficial uses in our society and it is part of our communication.

6. Propaganda Model of Media Control (Herman & Chomsky )

The model tries to understand how the population is manipulated, and how the
social, economic, political attitudes are fashioned in the minds of people through
propaganda.

Example: Corporate organization who owns

media never publishes the financial details,
which may endanger them.

Source: https:// Persuasion/dp/0805074031

Output 9
Enrichment
Activity 5.5: Media Personality
These are given pictures of famous individuals who are featured
across all types of media. In a separate paper, answer the following question. Follow
the given table below.

Source:https://upload.wikimedia.org/wikipedia/commons/9/9c/
Angel_Locsin_3.jpg Source:https://d3s3zh7icgjwgd.cloudfront.net/Acu
Custom/Sitename/DAM/168/Lea_Salonga.jpg
 Question Angel Locsin Lea Salonga

1. What do these two personalities

have in common?

2. How did they become that

prestige in their life?

3. What made them so famous?

4. What have they contributed to

society?

5. How do these personalities

influence the way the people see
themselves and others?
 How is this person portrayed in public by
different types of media?

Source: www.philstar.com
How is this person portrayed in public by
different types of media?

Source: www.philstar.com
How is this person portrayed in public by
different types of media?

Source:
http://www.rappler.com/nation/119161-
ilocos-nortenueva-vizcayanew-policechiefs
How is this person portrayed in public by
different types of media?

Source:
http://www.socceralliance.ca/Default.aspx?tabid=523520
 Assessment
Posttest

Direction: In a separate sheet of paper, write “TRUE” if the statement is TRUE

and “FALSE” if not.

1. Harry Potter Complete Series Boxed Set Collection is a print media.

2. Don’t Let Me Down by The Chainsmokers in Spotify is a broadcast media.
3. Broadcast media requires internet connection as medium of transmission to
reach the target audiences.
4. Print media are media consisting of paper and ink, reproduced in a printing
process that is traditionally mechanical. For instance, Manila Times, Sunstar,
Bandera and many others.
5. Media personality can have power to direct or challenge society.
6. Media content producers should follow a code of ethics that prohibits the use of
abusive or discriminatory material based on race, ethnicity, age, gender, physical
ability or marital status.
7. Digital media make people create new kinds of media forms, like mash-ups.
8. One of the consequences of convergence is that types of media such as radio or
film are losing their meanings as distinct, separate media types that are defined
by their technologies.
9. In the future, Internet magazines will expand publications' readerships.
10. The second information communications revolution began with the invention of
paper.

Great work! You are done with Lesson 5.

Have a break! You deserve one 😊
Then let’s take off to Lesson 6! So, read on!
 Lesson
Media and Information
6 Sources

Citizens require new competencies (knowledge, skills and attitudes) in order to

participate in and contribute to society. An understanding of these terms is necessary before
engaging and must first of all begin with a clear comprehension of the concept of
information. By that, getting credible and reliable from a reputable source takes a lot of
considerations. This lesson will give us the idea of how important is indigenous media and
other sources of information and the skills on evaluating information.

What I Need to Know

By the end of this lesson, you will be able to:
1. Identify the different sources of information
2. Compare potential sources of media and information.
MIL11/12MIM- IIIe-13.
3. Determine the accuracy, reliability and value of information by
questioning the source of data, limitations of the information
gathering tools or strategies, and the rationale of the conclusions.
4. Interview an elder from the community regarding indigenous media
and
information resource. MIL11/12MIM-IIIf-14

What I Know
Pretest
Let’s see how much you know before we tackle the lesson. Below is a
True or False test. Write T in the space provided if the statement is true, otherwise F if
not.

1. Indigenous media and information are highly credible because they are near
the source and are seldom circulated for profit.
2. Indigenous media are channels for change, education, and development
because of its direct access to local channels.
3. Ignoring indigenous media and information can result in development and
education programs that are irrelevant and ineffective.
4. Oral instruction, Records - may be written, carved, or oral , Gatherings and
social organizations and Direct observation are few forms of indigenous
media
 5. Indigenous Knowledge is unique to a given culture or society.
6. Library exist because of the birth of printing press.

What’s In
Review

Previously, we discussed about types of media and media effects. By which, we study
how a particular individual is portrayed in public using different type of media. By
which, we noticed that information is available to us in many different formats.
As a responsible user of media, you should demonstrate an understanding of the
values and differences of the sources of media and information. This lesson is all
about Media and Information Sources. As SHS learner, you need to examine the
reliability, accuracy, value, authority, and timeliness of the different sources of media
and information. Further, you should know how to compare potential sources of
media and information.

OUTPUT 10
Activity 6.1 Spot it Out!

What you will do

Read and understand the directions and answer the given activity.
These are news articles, book and magazines by which our current president
was illustrated.

A Published Book A Published Magazine A Published News Article

Retrieved from Retrieved from Retrieved from
https://images-na.ssl-images- https://images.gmanews.tv/webpics/2 https://cnnphilippines.com/news/2020/2/26/Rodrigo
mazon.com/images/I/71tW3FksbK 016/05/640_Duterte_Time_(1)_2016_ -Duterte-ABS-CBN- apology.html?
L.jpg 05_14_15_28_35.jpg fbclid=IwAR3kN3WokT7wOwVSO4D
Illustrate the differences and similarities between the information gathered in each
source. Write your answer on the space provided.

Similarities

What is It
Discussion

SOURCES OF MEDIA AND INFORMATION

Information can come from virtually anywhere — media, blogs, personal

experiences, books, journal and magazine articles, expert opinions, encyclopedias,
and web pages — and the type of information you need will change depending on
the question you are trying to answer.
But, what was the basis for your choice of information source?
A. Indigenous Knowledge* (IK) is an unconventional source of information. It is
also known as local knowledge. According to Warren (1991), it is the knowledge that
is unique to a given culture or society. It may contrast with the international
knowledge system generated by universities, research institutions and private firms.
Examples for IK: Muyongs : Ifugao’s traditional land-use zoning system.
This knowledge is then be transfer through Indigenous Media(IM).
IM is owned, controlled and managed by indigenous peoples in order for them to
develop and produce culturally appropriate information in the languages understood
by the community by utilizing indigenous materials and resources, reflecting
community needs and interests, visions and aspirations, and independent from
vested interest groups (Indigenous Media, Freedom of Expression and Right to
Information: ASEAN Scenario, 2014).
Indigenous Media’s characteristics are as follows:
  oral tradition of communication
 store information in memories
 information exchange is face to- face
 information are contain within the border of the community
B. Library*. It is a place in which literary, musical, artistic, or reference materials
(such as books, manuscripts, recordings, or films) are kept for use but not for sale. It
existed because of the birth of the printing press in which it is expected to select and
provide content area which are easy to access. Its main role is to organize and
provide access to information. It is labeled as “steward of good information”. No
longer static of limited to purely collecting physical materials for archiving, but has
extended to acquiring new modes of providing information such as the use of digital
sources and facilities that utilize media.
Types of Library
1. ACADEMIC LIBRARY . It serves colleges and universities.
2. PUBLIC LIBRARY. It serves cities and towns of all types.
3. SCHOOL LIBRARY. It serves students from Kindergarten to Grade 12.
4. SPECIAL LIBRARY- These are in specialized environments, such as
hospitals, corporations, museums, the military, private business, and the
government.

C. Internet*. It is a global computer network providing a variety of information and

communication facilities, consisting of interconnected networks using standardized
communication protocols.

Unlike similar information found in newspapers or television broadcasts, information

available on the Internet is not regulated for quality or accuracy; therefore, it is
particularly important for the individual Internet user to evaluate the resource or
information. Keep in mind that almost anyone can publish anything they wish on the
Web. It is often difficult to determine authorship of Web sources, and even if the
author is listed, he or she may not always represent him or herself honestly, or he or
she may represent opinions as fact.

How will you evaluate the information found in the internet?

1. Authorship . It is critical to relate the ideas you find at a site to a particular

author, organization, or business. In this way, there is a degree of
accountability for any of the ideas expressed. Be especially wary of sites in
which the author or sponsoring organization is not clearly stated.
2. Publishing body. Anyone with an Internet Service Provider (AT&T, UP.net,
NMU, etc.) can put up a Web page. As a result, you need to have some idea
 whether the group claiming responsibility for the information on the Web site
is legitimate.
3. Accuracy and Verifiability. A source of information is known to be scholarly
when it provides references to the information presented. In this way, the
reader can confirm whether the information is accurate or the author's
conclusions reasonable. A page without references still may be useful as an
example of the ideas of an individual, organization, or business, but not as
source of factual information.
4. Currency . Some information is very time sensitive. For example, a page
talking about the top rate Web search engines in 1997 is going to be horribly
out of date in 2000. There have been incredible changes in search engine
technology and new developments appear almost monthly. However, a page
discussing the Civil War is likely still relevant today even if the page was
created in 1996 and has not been updated. Regardless, a site should always
provide some indication of when the information was created or the site was
last updated.

SKILLS IN DETERMINING THE RELIABILITY OF INFORMATION

 Check the Author

 Check the Date of Publication or of update
 Check for Citations
 Check the Domain or owner of the site/page.
.com – commercial
. edu - educational
.mil - military
.gov – government
.org - nonprofit organization

SKILLS IN DETERMINING THE ACCURATE INFORMATION

 Look for facts.

 Cross-reference with other source for consistency.
 Determine the reason for writing and publishing the
information.
 Check for advertising. Advertisers may use related
information to market their product.
36
 Other alternative forms of communication and distribution have become popular.
These include social media, blogs, and flash mob performances. These alternative
forms provide greater freedom and power to ordinary individuals and are a quicker
way of distributing information. The downside is that a lot of the information being
passed around is biased and inaccurate.

Output 11
Activity 6.2 Evaluating Information

Read and understand the given news below and answer the follow up questions.
This is a news article from CNN Philippine website. Retrieved from
https://www.cnnphilippines.com/news/2020/4/6/arrests-over-coronavirus-fake- news.html

32
Fill out the following table on the next page.

Selection Criteria Questions to ponder Your answer

1. Which of these details can

be verified in other sources?
Reliability 2. Could these details be
true? Why or why not?

3. Which of these facts are

measurable?
Accuracy 4. Is the article written with care?

Value 5. Who would find this article

valuable?

6. Who wrote the article?

Authority 7. Are the sources
properly cited?

Timeliness 8. When was the article written?

What is It
Discussion

ACCURACY, RELIABILITY AND VALUE OF INFORMATION

Although, the value of information would also depend on the need of the user but these are
the key skills to better get the rightful information that you need to:
1. Reliability of information - Information is said to be reliable if it can be verified and
evaluated. Others refer to the trustworthiness of the source in evaluating the
reliability of information.
2. Accuracy of information - Accuracy refers to the closeness of the report to the actual
data. Measurement of accuracy varies, depending on the type of information being
evaluated. Forecasts are said to be accurate if the report is similar to the actual data.
Financial information is considered accurate if the values are correct, properly
classified, and presented

3. Value of information - Information is said to be of value if it aids the user in making or

improving decisions.
4. Authority of the source - Much of the information we gather daily do not come from a
33
 primary source but are passed on through secondary sources such as writers,
reporters, and the like. Sources with an established expertise on the subject matter
are considered as having sound authority on the subject.
5. Timeliness - Reliability, accuracy, and value of information may vary based on the
time it was produced or acquired. While a piece of information may have been found
accurate, reliable, and valuable during the time it was produced, it may become

irrelevant and inaccurate with the passing of time (thus making it less valuable).
Other information may be timeless, proven to be the same in reliability, accuracy, and
value throughout history.

Assessment
Posttest
A. MULTIPLE CHOICE. Encircle the letter of your choice. Be wary of
options, choose only the best. ONLY THE BEST. You will get wronged and hurt if you
choose the wrong ones. It is only your conscious choice that will dictate your fate.
May the God be with you!

1. One of the difficulties of coping with twenty-first-century media is

a. a lack of information.
b. a lack of reliable information.
c. the need to sift good information from bad information.
d. All these answers are correct.
2. When searching the Internet you should keep in mind...
a. That you can find any information online if you just search long enough
b. That banner ads and chat rooms will often lead you to the best
quality information
c. That because of copyright laws, nothing worthwhile is ever published on
the Internet
d. That not all online sources provide reliable or authoritative information
3. When working on a research assignment, what is an effective and efficient plan
of action to take? Arrange the steps below from start to end for an effective and
efficient plan.
A. Select information resources
B. Cite sources
C. Organize information
D. Conduct effective searches
E. Evaluate information
F. Define topic
G. Review (and repeat)
a. F, A, C, B, D, G, E c. A, B, C, D, E, F, G
b. F, A, D, G, E, C, B d. A, F, D, G, E, C, B
34
4. Which of the following is NOT one of the main ways of evaluating information
found online?
a. Looking at the brand name. . .is it a trusted brand?
b. Checking the website's internal information and procedure for fact-checking
and mission, as well as what types of web sites it links to
c. Comparing the information on the website with the same information from an
established media company or with original source material
d. None of the above

5. In order to assess whether the information you found is biased, which of the
following should you consider?
I. Author’s age
II. Author’s organization
III. Author’s academic/professional qualifications
IV. Purpose of the information
V. Tone of language
VI. Type of publication, e.g. scholarly journal, popular magazine, website
a. I, III, IV c. II, IV, V
b. II, III, IV, VI d. III, IV, V, VI

6. Eduardo Saverin, the co-founder of Facebook, is heard to be living in Singapore

and was seen at local nightspot, The Butter Factory. You googled and found this
website which mentions the news: Facebook Co-Founder, Eduardo Saverin, is in
Singapore - Video Within Teh, J., 31 Oct 2010. Facebook Co-Founder, Eduardo
Saverin, is in Singapore – Video Within. TechieLobang.com. Available from:
http://techielobang.com/blog/2010/10/31/facebook-co-founder-eduardo-saverin-
is-in-singapore-video-within/ [Accessed 10 Mar 2011]. You think the news is
probably true because:
a. Your friend said that he thought he saw Saverin at The Butter Factory
last month.
b. You searched the local newspaper The Straits Times and found the
article which reported this news.
c. The website says that it was reported in The Straits Times.
d. None of these.

For items below, Refer to the sample Mind Map.

7. Indigenous media and information are highly
credible because they are near the source and are
seldom circulated for profit.
A. TRUE B. FALSE
8. Indigenous media are channels for change,
education, and development because of its direct
access to local channels.
A. TRUE B. FALSE

35
9. Ignoring indigenous media and information can
result in development and education programs that
are irrelevant and ineffective.
A. TRUE B. FALSE

B. Write T in the space provided if the statement is true, otherwise F if not.

1. Indigenous media and information are highly credible because they are near
the source and are seldom circulated for profit.
2. Indigenous media are channels for change, education, and development
because of its direct access to local channels.

3. Ignoring indigenous media and information can result in development and

education programs that are irrelevant and ineffective.
4. Oral instruction, Records - may be written, carved, or oral , Gatherings and
social organizations and Direct observation are few forms of indigenous
media
5. Indigenous Knowledge is unique to a given culture or society.
6. Library exist because of the birth of printing press.

Great work! You are done with Lesson 6.

Have a break! You deserve one 😊
Now, get ready for Module 3!

36