MODULE 1

INTRODUCTION TO MEDIA AND INFORMATION LITERACY

PRETEST

1. Physical objects used to communicate with or the mass communication such as radio television
etc. Media
2. The ability to recognize when information is needed. Information Literacy
3. A type of media that consist of paper and ink. Print Media

4. The ability to access, analyze, evaluate and create media in a variety of forms. Media
Literacy
5. It refers to the listener, reader and viewer of the message. Receiver
6. It covers processed data and knowledge derived from study, experience instruction and

signals. Information
7. It refers to raw or unprocessed facts, figures, and values. Data
8. It is widely known as the ‘new media’ and the most valuable innovation in the 20 th
9. In this era, people discovered fire and developed paper from plants. Pre-Industrial Age (Before
1700s)
10. At what age did people improved the power of transistors that led to the transistor radio,
 electronic circuits and the early computers. Electronic Age (1930s-1980s)

MEDIA AND INFORMATION LITERACY

Literacy: The ability to identify, understand, interpret, create, communicate and compute, using printed
and written materials associated with varying contexts. Literacy involves a continuum of learning,
wherein individuals are able to achieve their goals, develop their knowledge and potential, and
participate fully in their community and wider society.

Media: The physical objects used to communicate with, or the mass communication through physical
objects such as radio, television, computers, film, etc. It also refers to any physical object used to
communicate messages.

Media Literacy: The ability to access, analyze, evaluate, and create media in a variety of forms. It aims
to empower citizens by providing them with the competencies (knowledge and skills) necessary to
engage with traditional media and new technologies.

Information: A broad term that covers processed data, knowledge derived from study, experience,
instruction, signals or symbols.

Information Literacy: The ability to recognize when information is needed, and to locate, evaluate, and
effectively communicate information in its various formats.

Technology Literacy: The ability of an individual, either working independently or with others, to
responsibly, appropriately, and effectively use technological tools. Using these tools an individual can
access, manage, integrate, evaluate, create and communicate information.

Media and Information Literacy: The essential skills and competencies that allow individuals to engage
with media and other information providers effectively, as well as develop critical thinking and life-long
learning skills to socialize and become active citizens.

MEDIA

Media is the communication outlets or tools used to store and deliver information or data. The
term refers to components of the mass media communications industry, such as print media,
publishing, the news media, photography, cinema, broadcasting (radio and television),
digital media, and advertising.

INFORMATION

Information can be thought of as the resolution of uncertainty; it is that which answers the
question of "What an entity is" and thus defines both its essence and nature of its
characteristics. The concept of information has different meanings in different contexts.

The Evolution of Traditional to New Media

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)

• Motion picture photography/projection (1890)

• Commercial motion pictures (1913)

• Motion picture with sound (1926)

• Telegraph

• 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. EDSAC (1949) and UNIVAC 1 (1951)

• Mainframe computers - i.e. IBM 704 (1960)

• Personal computers - i.e. HewlettPackard 9100A (1968), Apple 1 (1976)

• OHP, LCD projectors

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), Internet Explorer (1995)

• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)

• Social networks: Friendster (2002), Multiply (2003), Facebook (2004)

• Microblogs: Twitter (2006), Tumblr (2007) • Video: YouTube (2005)

• Augmented Reality / Virtual Reality

• Video chat: Skype (2003), Google Hangouts (2013)

• Search Engines: Google (1996), Yahoo (1995)

• Portable computers- laptops (1980), netbooks (2008), tablets (1993)

• Smart phones

• Wearable technology

• Cloud and Big Data

INFORMATION LITERACY
Information Literacy: The ability to recognize when information is needed, and to locate, evaluate, and
effectively communicate information in its various formats.

STAGE / ELEMENTS OF INFORMATION LITERACY

1. Identifying/recognizing information needs

2. Determining sources of information
3. Citing or searching for information
4. Analyzing and evaluating the quality of information
5. Organizing, storing or archiving information
6. Using information in an ethical, efficient and effective way
7. Creating and communicating new knowledge

TYPES OF MEDIA
1. PRINT MEDIA - media consisting of paper and ink, reproduced in a printing process that
is traditionally mechanical.
Example:
 2. BROADCAST MEDIA -
media such as radio
and television that
reach target
audiences using
airwaves as the
transmission medium.
EXAMPLE

3. DIGITAL OR NEW
MEDIA- contents are
organized and
distributed on digital
platforms * Digital
refers to something
using digits, particularly
binary digits.
EXAMPLES
MEDIA CONVERGENCE
MEDIA CONVERGENCE happens when different (two or more) media sources join together. It
allows media texts to be produced and distributed on multiple media devices.

It is the ability to transform different kinds of media into digital code, which is then accessible by
a range of devices.

MEDIA CONVERGENCE USUALLY OCCURS IN VARIOUS PLATFORMS SUCH AS:

Social Network - Learning Management System - Product Advertisement - News Agency -

Multimedia Personality