9.
1 Current and Future Trends in Media and Disadvantages
Information
1. Massive Open Online Content
In the concept of Distance Education, learning can
happen even without being physically present with
the teacher.
With MOOC, the problem of interaction was given a
solution, even without being physically together,
educators and students were able to communicate.
Massive Open Online Course
 MOOC is an online course that encourages
people to interact with one another in order
to share knowledge.
 MOOC is a web-based distance learning
program that is designed for the participation
of a large number of geographically dispersed
students.
How does it work?
 It works when an educational institution
offers courses by building an online portal for
everyone to study.
 The setting is like an E-classroom where all
interactions are done via e-mail, chat, or
video.
MOOC Possibilities
 There are no entry requirements, which
means you can enroll in one without the need
to have formal education.
 It is not confined to only school purposes but
can be used at work.
 Offers interaction either through peer review,
group collaboration, or automated feedback.
 Availability of course providers ranges from
local to the global level.
Purpose of MOOCs
 Higher Education
 Workplace Connection
 Lifelong Learning
Advantages
 Low Cost
 Can be done with work or during studying
 Accessible
 Only a few students complete the course
 The content given by foreign-based MOOC
may not be culturally aligned to other
students
 Non-degree program
The Primary Goal of MOOC is to promote personal
enrichment, in terms of widening one’s knowledge
and connections.
2. Wearable Technology
Wearables are a new trend where people are given
the convenience of literally wearing gadgets for
multiple purposes.
This kind of technology has been around since the
1960s, used for cheating and gambling purposes.
Latest Wearables
Google Glass – developed by Google and it was
released in 2014. Inspired by usual glasses only it has
parts for navigation purposes.
 It offers a number of features that were mostly
identical to smartphones: Time, Directions,
photo and video capturing and sharing and
messaging.
 Attempt to entice to the public generally failed
due to some reasons:
 The overly futuristic look was not
received well by the public especially in
the era of classic fashion.
 Why the need to have this tool when you
can have the same features in
smartphones.
Apple Watch – offers several convenient features that
are practically useful on a daily basis. This was created
by Apple company.
Apple Watch Default purposes:
 Showing time
 Can show directions
 Messages
 Photos
 Voice command
 Activities like working out
 Showing the span of time allotted to activities
(timer)
 Heartbeat rate
Apple wanted to make the people realize the value of
wristwatches, which potentially forgotten because of
the new forms of technology.
Benefits of Wearables
 Physical activity and fitness monitoring
 Enhanced Social Networking
 Personal Safety
 Healthcare Monitoring
 General increased wireless connectivity
3. 3D (3 Dimensional) Technology
According to Business Dictionary, 3D or three-
dimensional model displays a picture or item in a
form that appears to be physically present with a
designated structure.
These dimensions include width, depth, and height,
which means these representations are more inclined
to reality.
On the other hand, 2D or two- dimensional
representations only shows the height and width.
3D also existed during the 1800s.
Stereoscopic Photography, a special motion picture
camera that captured two perspectives that were
combined, realistic presentations were shown to
people.
3D Animations started to emerge in 2001.
Kinds of 3D Technology
 3D Display
 3D Printing
 3D Pens
4. Ubiquitous Learning
 Ubiquitous Learning is getting information that
is readily available everywhere. Ubiquitous
learning can be defined as an everyday
learning environment that is supported by
mobile and embedded computers and wireless
networks in our everyday life (Ogata et al.
2009). It is aimed to provide learners with
content and interaction anytime and anywhere
(Hwang et al. 2008).
 Interconnectivity is represented by different
means that are convenient for people like
photo and video sharing, e-mails, on-line
forums, social media, and others.
 Gadgets as Bridges - The rise of smartphones
has made everything easier because every
communication activity can be done basically
using this device.
9.2 Other Future Trends
According to the American Marketing Association and
Business Insider, the following are some of the
predicted future trends that could happen:
1. The growing consumption of digital media
overpowers other traditional media.
Everyone will continue to be "digitized". Other forms
of media are being set aside for digital media. This is
true anywhere in the world.
2. The unstoppable growth of digital media
subscription (Video, music, print).
People will start paying for media and internet
services via subscription. Companies and
organizations that have touch based on the digital
world have created different schemes as to how they
can make their subscribers pay for their videos, music,
and advertisements. These schemes may even get
better through time as many people continue
streaming.
3. Digital advertising in many internet platforms.
These native ads will continue to flourish as the big
digital company brands like Google and Facebook
continue to perform well in revenues just on these
ads. While people continue to search and scroll
several times in one day, digital advertising will
continue to grow.
4. The power to block ads will continue to
strengthen, giving choices to users.
The quality of digital media services like streaming will
be improved. This means that consumers have more
control over their decisions and preferences.
5. The next big platform will not be smart devices
and virtual reality, it will be messaging apps.
According to Business Insider, smart glasses flopped,
smart cars will not be used as platforms for any media
and virtual reality is still too early to achieve. So they
are predicting that messaging apps is to be the next
best thing. These apps are said to contain more
services that could cater to our information and
communication needs.
6. TV networks will soon feel the pain of print media.
Although most households, especially those who do
not have access to the internet, still watch TV, a
growing number of people prefer digital viewing like
Netflix. It is then predicted that in the next three
years, digital viewing will overpower free TV.
7. Power and wealth are concentrated on selected
digital companies that have performed well.
As the entire world continues to be "digitized", the
digital companies will maintain their growing status.
The power and wealth will still be theirs in the future.
Effects of the Trends
 These trends are both a positive and negative
thing for society.
 Positive in such a way that it helps to ease our
way of living and helps us to develop skills as
a society.
 However, all of these technologies can
complicate things due to the shift from
traditional walk-in processes to digital ways of
doing things
10.2 Implications of Media and Information to
10.1 Implications of Media and Information
on Individuals
1. Economic
1. Personal
 Increased social interaction and
empowerment
o Connecting people by breaking socio-
cultural barriers.
 Change in daily routines
o Using the internet for information,
communication, work, and leisure.
 Changes in social skills
o Creation of new language variations to
use in communication through the
internet.
o Personal presentation through the
internet is more careful due to the ability
of the public to freely point out the flaws
of an individual.
 Participation in civic activities and
communities
o Finding and joining people with common
interests and causes.
 Ideologies and principles are being
challenged and changed
o Ideologies are being challenged and have
been changing due to media exposure.
2. Professional
 Ability to start or have an online business
o Starting a business in a relatively low-cost
due to the free advertisement through the
internet.
 Better economic opportunities
o Job acquisition is much easier due to the
availability of online job searches and
freelance jobs.
3. Educational
 Increased access to information
o Media devices provide access to free news
and information. It also helps us gain
awareness of the global community.
 Improved learning environment
o Learning can be done through free or paid
online courses. Teachers can also use
technology to facilitate alternative
learning.
the Society
 Advertising and Marketing of Goods and
Services.
o Advertising and selling of goods rely on mass
media to access their consumers. Mass media
also helps these businesses to know the
needs and wants of the consumers.
 Amplification of Trends
o Information from media helps influence the
buying behavior of consumers. The people
also become aware of global trends through
media.
  Learning and acquiring positive values and
behavior
2. Social  Media shows people what to think about
which can be a good source for creating
 More cohesive social units.
public and personal opinions on issues.
o Awareness of causes and societal issues
 Gauging judgment of different messages
creates groups and communities.
 Different angles to a story provide different
 Normalizing behavior and values
perspectives to the audience.
o People are influenced by what they see in
the media. In most cases, behavior and Negative effects
values portrayed in media are being
considered as normal.  Constant exposure to violence in media
affects the behavior and attitude of
3. Political vulnerable or easily influenced groups such as
children. This also desensitizes people into
 Influence on the public’s voting behavior.
thinking that the violence that they see is
o Media has a very big influence on a person’s
okay.
attitude and behavior towards voting,
 The media is used to sway people regardless
especially to who they are voting for.
of the truthfulness or validity of the issue and
 Influence on political policies and participation.
information.
o Through media, people get to share their
 Media increases racial and gender
comments and suggestions regarding
stereotyping due to priming.
government policies, thus helping the
 Losing cultural variation due to the increasing
government in knowing the needs of the
homogeneity of values and beliefs of people.
masses.

10.3 Media Effects

11.1 People Media
Media Effects is a term in media studies to refer to
the measurable effects and influences the media has People   
on individuals and society. Positive and negative  Considered as numerable individuals forming
effects of media can be both gradual or instant, a group.
short-term, or long-term. It also influences how we Media   
see the world.  Refers to the mass media which reach out to
the people in different places, in different
Factors for studying Media effects
social and economic levels, in different ages in
 Level of media consumption different educational background.
 Demographics People Media   
 Environment  This refers to individuals that are the sources
 Upbringing of information and are responsible for
 Values disseminating that information.
Effects of media according to studies  They may also be defined as credible
individuals in their respective fields to talk
 Emotional Effects
about their expertise and help the students
 Behavioral Effects
learn from people with firsthand experiences
 Psychological Effects
on a particular field or topic.
 Physiological Effects
 Socio-Cultural Effects How did Traditional Media has affected Filipinos in
 Cognitive Effects the past throughout the different eras?
Positive Effects of Media - Media & Self-esteem  Pre-Spanish Era – knowledge was passed on
through folk media and indigenous forms of
 Source: sites.google.com media.
 Positive effects
 o Careers: Town crier,messenger,
community scribe.
 Spanish Era – while education was limited to
the elite, publication of books (i.e., Noli Me
Tangere and El Filibusterismo) and
newspapers (La Solidaridad) advanced the
Propaganda movement which led to the
people’s revolution against Spanish rule.
Filipinos at that time did not have a common
language. Only the elite spoke and
understood Spanish. Thus, communication
was limited. Pen names were used to avoid
political oppression.
o Careers: book writers, newspaper
writer, editor, publisher, copyreader,
artist.
 American and Japanese Era - During this era,
major newspapers (i.e. Manila Times and
Manila Bulletin), radio broadcasting, and
movies became available. Media was used for
propaganda by the government and other
groups.
o Careers: book writers, newspaper
writer, editor, publisher, copyreader,
artist, cartoonist, reporter,
producer, broadcaster.
 Post-war Era – the golden age of Philippine
Journalism. Advertising, Communication
Education, and press freedom flourished in
this era.
o Careers: book writers, newspaper
writer, editor, publisher, copyreader,
artist, cartoonist, reporter,
producer, media technicians,
advertisers.
 Martial Law Era - Highlights of this era include
the government takeover of media and the
press and the image engineering of the
Marcoses in the name of nationalism.
 Post-EDSA Era - People Power brought
greater freedom for Philippine media. During
this era, the new Constitution recognized the
vital role of communication and information
in nation-building. Press freedom influenced
the growth in media careers.
 Modern Era
o Careers: web designer, online
instructors, digital producers,
bloggers, animators, programmers,
archivists, metadata analysts, data
miners, user experience designers,
call center agents, virtual assistants.
11.2 People as Media vs People in Media
People as Media   
 When a person communicates a certain
message or action to another.
 Example:
o When you post an opinion on an
issue.
In this case, a person becomes a
media by also utilizing new media
and traditional media.
 Individuals serve as channels of
information. Traditionally, this is limited
to folk media, writing, or creating a media
artifact. With the advent of social media,
individuals have been empowered to not
just create media artifacts but to give
feedback, edit and add on to the media
artifact.
Characteristics of Social Media   
 Individualized, builds profiles (includes
personal details, pictures, likes)
 Connects with friends and people
(includes referrals by other friends or by
the site itself)
 Uploads content in real-time
 Enables conversations (both private and
public)
 Provides tracking (history and threads)
Formats and Examples of Social Media   
 Relationship or Social networks -
Facebook
 Micro-blogging - Twitter, Instagram
 Special interest networks -Linkedin,
Pinterest
 Media Sharing - YouTube, Flickr
 Collaborative news -Reddit, Waze,
 Discussion Forums - Google Groups
  Group buying/merchant sites - OLX,
Groupon, Dealgrocer
 Virtual worlds - Farmville, World of
Warcraft, Secondlife, Minecraft
 
People as Media: Impact   
 According to Ashok Lalla in “People as
Media – The real power behind Social
Media”, Media is simply is the medium to
transfer the message but it is the people
that create the impact.
 
People in Media    editorial articles, which centers on
 The people who work behind print, web,
radio, television, and other types of
media.
 Example:
o A broadcaster in a television
network.
 All of the people in the media are
bounded by Media Ethics:
o Media Ethics should be observed
by media people so they should be
truthful, reliable, credible, fair, and
trustworthy in whatever they
deliver in the different forms of
media.
 
People in Media: Television    of news in the country
 Television Networks currently in the
Philippines: ABS – CBN, GMA, TV5, CNN
Philippines, etc.  o FM Stations: Yes Fm 101.1, Mellow
o Leading Newscasters in ABS-CBN
are Noli De Castro, Ted Failon,
Korina Sanchez, Bernadette
Sembrano, Karen Davila, Julius
Babao, and many more.
o Leading Newscasters in GMA are
Mel Tiangco, Mike Enriquez,
Jessica Soho, Vicky Morales, and
many more.
 
Different types of Television News includes the
following:
 Local News: uses the language of the
region like Ilocano, Cebuano, etc., and, is
broadcasted only to its respective regional
territory.
 National News: uses the Filipino language
and is broadcasted nationwide.
 International News: is in the English
language to give more detailed news from
abroad.
 
People in Media: Newspaper   
 We have the following examples of
newspapers in the Philippines: Philippine
Star, Manila Bulletin, Philippine Daily
Inquirer, and many others.
o Newspaper Editorial writers write
opinions on current issues. Writers
such as Fr. Bell San Luis, Gemma
Cruz –Araneta, and well-known
personalities in different fields like
education, politics, economy,
social sciences, business, and
others.
 
People in Media: Radio   
 Characteristics
o Most accessible channel to the
Filipinos
o Uses local dialect per area of
broadcast
o Acknowledged as a primary source
 Examples of Radio Stations in the country:
o AM Stations: DZMM, DZBB, DZRH
97.4
o Government Stations: DZRB Radyo
ng Bayan
 Announcers like Ted Failon, Noli De
Castro, and Mike Enriquez utilize radio to
give information to the masses.
 
People in Media: Web   
 Characteristics:
o Already becoming the new media
for sources of news.
o It allows for more interaction with
people by letting them get updates
via web portals, newsgroups, and
podcasts.
o Provides text, audio, and video
information.
  Examples of News and Blog sources: Advantages and limitations of using social media
o News Sites: Rappler, Philippine in the following areas:
Daily Inquirer, ABS-CBN news,
iGMA TV
o Bloggers: CongTV, Heart
Evangelista, Laureen Uy, and many
others

11.3 Different Dimensions of Media People

In the area of Journalism and Print Media, Field

reporters are assigned to different areas to
gather information.

 Some News reporters are assigned in:

o Malacanang
o NCR 
o Local places
 News and Feature Writing professionals
write articles in pages such as:
o Sport page
o Business page
o Society Page

The Media and its Social Responsibility   

 Radio and TV Reporting, usually gather
information on different sites especially
the latest events.
 Print Media people are professionals in
the area of journalism who are trained to
prepare news guided by their code of
ethics and social responsibility.
 Radio and TV/Media Reporters are people
guided by their social responsibility in
giving truthful and accurate reporters and
information guided by the freedom of the
press.

11.4 Value of Media

Media satisfies our core needs, such as:   

 Relationships – sharing experiences and

emotions
 Diversion – entertainment and relaxation.
 Progression – career and financial status.
 Recognition – expressing opinions and
earning respect.
 Learning  – exploring the world and
keeping up-to-date.
 reproduced in a printing process that is traditionally
mechanical.

Characteristics of Print Media   

 Distributed as physical copies.

 Published daily, weekly, monthly, or

quarterly.

 Highly dependent on text, graphics, and

images.

Examples of Print Media   

 Newspapers

A printed publication (usually issued daily or weekly)

consisting of folded unstapled sheets and containing
news, feature articles, advertisements, and
correspondence.

Production

 Gathering of stories
 Editing
 Lay-outing
 Printing
 Distribution and Circulation

Delivery

 Tabloids and Broadsheets

Message
12.1 Different Dimensions of Text Information  Highly informative
and Media  Mostly public affairs
 Entertainment, opinions, and ads
Text: defined by Merriam – Webster as original words
 Contains local, national and global events
of a piece of writing or a speech.
 Magazines
 Another definition “the words that make up
the main part of a book, magazine, A periodical publication containing articles and
newspaper, website, etc. illustrations, typically covering a particular subject
or area of interest.
 A simple and flexible format of presenting
information or conveying ideas whether  Production
hand-written, printed, or displayed on-screen. o Development
o Acquisition
Information: pertains to knowledge acquired about
o Copy-editing
things surrounding a person.
o Graphic design
Text Information: is about interpreting words in order o Proofreading
to generate knowledge o Printing
o Marketing
Print Media - The media primarily associated with o Distribution
text information. Media consisting of paper and ink –
 Delivery  Book design and Type-setting
o General interest  ISBN application and Barcode
o Special interest (Sports, games, etc) generation
 Message  Cover design
o Mostly entertaining  Proofreading
o Appeals to a more segmented part of  Printing
the society  Distribution
o Entertainment, opinions, and ads
o Delivery
 Flyers, Brochures, Posters
 Academic and highly formal
 A brochure  is an informative paper document language
for advertising, which can be folded into a  Uses a combination of texts,
template, pamphlet,  or leaflet . graphics, and images

 A flier is a small handbill advertising an event o Message

or product.
 Highly informative
 A poster is a temporary promotion of an idea,  Established knowledge
product or event put up in a public space for
mass consumption.  

o Production Advantages and Disadvantages of Text Information

 Writing Advantages
 Editing  Credibility in Print
 Design
 Portable/handy
 Proofreading  Flexibility in ads
 Printing
 Durable
 Distribution
Disadvantages
o Delivery
 Can be expensive
 Formal language  May not give a wide reach
 Uses a combination of texts,  Planning and advertising can take months
graphics, and images  Low-quality color reproduction 
o Message

 Informative 12.2 Formal and Informal Production,

 Marketing purposes Organization and Dissemination of Text
Information and Media
 Journals, Books
Formal and Informal Text Information   
 A journal is a scholarly publication containing
articles written by researchers, professors,  Text is available in different sources whether
and other experts. it is formal (news articles, published books,
newspapers, magazines, advertisements,
 A book is a written or printed work consisting research works, etc.) or informal (blogs,
of pages glued or sewn together along one personal e-mails, SMS or text messages,
side and bound in covers. online messengers, social media platforms,
etc).
o Production
o Formal text-based materials are
 Manuscript writing and
created and distributed by
quoting established institutions (such as
 Editing
publishing companies, news agencies,
 etc.) and go through a rigorous
process of editing or evaluation and
are usually governed by censorship of
the state.
o Informal text-based materials, on the
other hand, come from personal
opinions or views on different issues,
processes, etc.  and are used primarily in webpage
Text as Visual   
 Typeface (also called font, font type, or type)
refers to the representation or style of a text
in the digital format.
 A typeface is usually comprised of alphabets,
numbers, punctuation marks, symbols, and
other special characters. When fonts are
installed on the computer, they usually come
in file formats such as True Type Font (.ttf),
Open Type Font (.otf), etc.
 In the absence of images or drawings, the text
is the easiest way of communicating with your
audience. The use of various font types can
express different emotions or meaning.
 Types of Typefaces   
 Serif
o Connotes formality and readability in
large amounts of texts. This font is
usually used for the body text of
books, newspapers, magazines, and
research publications. Also, serif fonts
give a classic or elegant look when
used for title or heading.
o Examples: Times New Roman,
Garamond, Baskerville
 Sans Serif
o Brings a clean or minimalist look to
the text. This font is used for the clear
and direct meaning of text such as
road signage, building directory, or
nutrition facts in food packages. Also,
sans serif fonts give a modern look
design.
o Examples: Arial, Helvetica, Tahoma,
Verdana, Calibri
 Slab Serif
o Carries a solid or heavy look to the
text. This font can be used for large
advertising signs on billboards.
o Examples: Rockwell, Playbill, Blackoak
 Script
o Draws much attention to itself
because of its brush-like strokes. This
must be used sparingly and not be
used in large body text. This font is
usually used in wedding invitation
cards or other formal events.
o Examples: Edwardian, Vladimir,
Kunstler
 Decorative
o Caters to a wide variety of emotions
(such as celebration, fear, horror,
etc.) or themes (such as cowboys,
circus, holidays, summer, kiddie, etc.)
o Examples: Chiller, Jokerman, Curlz MT
Publishing
 Involves writing, printing, and distribution of
text information through publications. 
Publishing Stages   
 Development – Writing
o The first stage of production.
Depending on the type of text media,
publishers may buy or commission
copies from writers or hire a team of
writers to produce copies for them.
 The process of writing often includes
copy editing or proofreading by
editors. After the copy is approved, it
moves on to the next stage.
o The written content will depend on
the type of information they want to
disseminate.
 Magazines - entertainment,
lifestyle, etc.
 Books - fiction, nonfiction,
educational, etc.
 Newspaper - news and
entertainment
 Pre-production – Editorial, Design, Sales, and
Marketing
o The first step in the pre-production
stage is the editorial stage where the
copy gets edited. Some of the
activities in the editorial stage are
fact-checking,  matching the style of
the publisher, copy editing for
grammar, and refining titles for the
headline.
o The next stage in the pre-production
stage is the design. It includes
producing art for text, layout, and
specifying printing details for the final
copy.
 Producing art for text:
Artworks, Illustrations,
Photographs, Charts, Tables,
Graphs
 Layout Design: Colors, Fonts,
Cover Design, Layout per
page, Overall look of the
printed copy
 Printing specifications:
Typesetting, Dust jacket
composition, Paper Quality 
specifications, Binding
method, and casing  
o After the text media is finalized, It can
be marketed to the audience. For
books, this stage will help in
identifying if the current format of
the book should be altered,
depending on the audience's
reception. This is also the time to
identify if the text media will be a hit
to the audience. 
 Production – Printing, Binding
o After the pre-production stage, the
final copy is signed off by the
publisher after the final checking. This
approved copy is called a "press-
proof". The press-proof is the
approval of the publisher and a proof
of how the copy should precisely look
once published. After receiving this,
then the copy can be printed.
o Binding is the process where all the
printed sheets or pages are secured
together and bound to a cover.
 Distribution - Distribution
o The final stage in the publication is
making the printed copies available to
the public. Printed materials could
either be sold out or made available
to the public for free.
Organization of Text Information
 Paragraphs - this is defined from English
books as a “group of sentences”, that is
driven by a “single idea or topic”.
o Narration, description,
argumentation, classification,
compare and contrast, illustration,
definition, and process
 Lists - are an enumeration of anything under
the sun. this offers an easier way to
remember ideas because unlike paragraphs,
ideas are not so cluttered and not too wordy.
 Tables - representations of data in a
structured format, which is composed of
columns and rows.
Dissemination of Text Information - Audience
Preferences Analysis 
 Audience Analysis
 o A diverse number of people are o What techniques are used to attract
analyzed from their media and hold attention?
consumption habits. o What is the language used by the
writer?
 Demographic Analysis o What views are represented? Are
they balanced?
o Analysis of age, sex, and racial
o How might the message be
composition of a population.
interpreted in different ways?
 Disposition Analysis o What is omitted, slurred, or added in
the message?
o The mood or attitude of the audience
about the information given to them  
is analyzed.
 As a producer of text media and information,
 Knowledge Analysis we need to review the media and information
design framework:
o Assessment of the audience’s
awareness of the information. o target audience
o author or sender
  o key content,
o purpose
12.3 Reliability and Validity of Text Information o form/style
and Media and Their Sources Using Selection o format
Criteria
Selection Criteria in choosing Text Information
Primary and Secondary Sources of Information
 Relevance
 Primary Sources – text information are
firsthand and unedited. o The text information should ensure
that data are met in accordance to
 Secondary Sources – are edited and interpret the information seeker’s
materials. requirements.
Risks of checking the Validity and Reliability of  Authority
primary sources:   
o It is important to know if he/she is on
 The validity of the respondent’s responses the right track because the
 The validity of the interview transcript information is based on the expertise
 Biased statements and arguments of the right “person”.
Risks of checking the Validity and Reliability of  Timeliness/Currency
secondary sources:   
o The text information should focus on
 Questioning the primary sources updated information.
 Arguments without evidence
 Validity/Accuracy
Consumer and Producers of Text Information
o requires information criticism in order
 In our exposure to text media and to prove its worth.
information, we can either be a consumer or
a producer of content. As a consumer, these  Argument
are the questions that you need to ask with
regards to the content of text media and o important to observe how his/her
information: stand is justified by logical reasoning
and can be achieved through pieces
o Who or what institution is sending of evidence.
this message?
  Coverage
o ensures all relevant aspects are
included.
 Bias/Objectivity
o the information has to look at
possible topics that are omitted or
even added to practice transparency.
12.4 Production and Evaluation of Creative Text-
Based Presentation Using Design Principle and
Elements
Design Principle and Elements   
          These elements and principles are highly
beneficial in using text information in presentations.
Design Principles
Design Elements   
Source: computerhope.com
 Font size, Style, Headings and Hierarchy
o A Font is a specific type of typeface
(e.g Arial, Calibri, Times New Roman).
o A typeface is a particular style of type
(e,g Arial, Calibri, and so on).
o A heading shows the organization of
the content, to break content into
chunks for easier digestion and
understanding; it should be brief but
informative to serve as a cue for the
readers.
o 10 pt. font size for the body is the
generally accepted size for reading,
anything smaller than this will be too
small for the average viewer to read.
 Kerning
o Is the process of adjusting the space
between individual characters.
o Used to achieve the balance between
characters (white space)
 Leading
o Is the space between lines of text.
o Used to facilitate easier reading and
following for readers.
o Too much space in the text is tedious
to read.
 White/Negative Text
o Is the space between elements in a
composition.
o Dense or elements that are too close
to each other is difficult to read.
o It helps to create balance or leads the
reader's eye from one part to the
next.
o Assists to invoke elegance or a level
of communication.
   
 Contrast
o it is important to consider the
following such as size, color, and type.
o creates visual interest to text
elements. Contrast is achieved when
two elements are different from each
other. When you place a white text
on a very light yellow background,
contrast is not achieved and the text
will be difficult to read, but when you
put a white text on a dark brown
background, contrast is created.
Contrast can be achieved in various
ways, by joining the following
elements: large font with a small font,
serif and sans serif, thin elements
with thin elements, cool color, and
warm color.
 Alignment
o the use of white or blank space
should be observed and maintaining
elegance should always be a must.
o refers to how the text is positioned on
the page. This can be left, right,
center, or justified.
 Repetition
 o a reminder is highlighted by the use
of different techniques in putting
more emphasis on the word/s or
term/s. as a reminder of important
terms used.
o concerns consistency of elements and
the unity of the entire design.
Repetition encourages the use of
repeating some typefaces within the
page. When several typefaces are
used on a page, it might distract the
audience and fail to communicate
what you want them to get from the
content. To strike a balance, do not
also use just a single typeface for a
visual design product.
 Proximity
o means that words close to one
another are perceived related. Also,
be due to font style and size given.
Distances of words on the slide.
o refers to how near or how far are the
text elements from each other. When
two things are closely related, we
bring them close together. Otherwise,
we put text elements far from each
other. For example, the main title and
subtitle are usually placed close to
each other.
 Unity
o achieved through repetition and
consistency.
o "Do all elements in my document
work together?"
 Balance
o Sense of harmony or equilibrium
o "Are the parts of my document in
proportion to one another?"
 Variety
o The appropriate break from unity to
add interest
o "Have I introduced design elements
to break the monotony?"
 Emphasis
o Directing the eyes of the readers to
what is important.
o refers to the importance or value
given to a part of the text-based
content. When trying to make a point
of highlighting a message, you can
make the text bold, italicized, have a
heavier weight, darkened or lightened
(depending on your background
color) or enlarged.
o "Does my document design draw
attention to what is important?"
13.1 Different Dimensions of Visual Information
and Media
Visual Information   
Visual: defined by Merriam – Webster is something to
look at such as picture, chart, or film, to make more
appealing and easy to understand.
Visual Information
 is defined as a way of communicating which
utilizes the use of visual images to exchange
information.
 Visuals help people relate to ideas and
messages. It also helps in memory retention
and stimulates the imagination.
Sources of Visual Materials
Original Art
o such as paintings, drawings,
watercolors, graphic art, prints,
sculpture, and architectural drawings
and plans fall under this category.
Photographs
o Images captured using a camera.
o Images captured are embedded into
the light-sensitive materials (film) or
stored in electronic devices (sd cards,
computers)
 o include celebrations like birthdays,
graduations or victory party, historical
events like the inauguration of a
president, execution of heroic figure,
or graphical ruins of an ancient time.
 Prints
o graphic art, etchings, engravings,
lithographs, woodcuts, mezzotints,
posters, trade cards artist’s prints,
computer-generated graphics, and
book illustrations.
 Moving Images
o A recording of visual images forming a
moving picture.
o Continous motion separated as
frames 
o a restored video is a new format that
brings back the rich sources of
documentaries and newsreels in the
past that are gone due to some
reasons.
Advantages and Disadvantages
Advantages
 Effective for an illiterate receiver
o helpful in providing knowledge to
those who can’t read or understand
text or words.
 Helps in Oral Communication
o Ideas can be explained well with the
presence of visual information.
 Easy Explanation
o It provides illustrations that can be
easily understood compared to plain
text information.
 Simple presentation
o It can be aided and can be presented
easier through graphics, photos, and
others.
 Prevents Wastage of time
o Using visual materials can save time
and more convenient to use.
 Helps in quick decision making
o Simple yet extensive content that can
be easily understood.
 Popular
o Because it is enticing which can’t be
boring like text information
Disadvantages
 Costly
o Most types of visual communication
have a high production cost.
 Complex/Ambiguous
o When not properly used, visuals can
be complex to the audience. It may
also need to be repetitive since some
information may be difficult for
others to understand.
 Incomplete Method
o Visual aids sometimes need to be
used with oral communication to be
understood.
 Time Consuming
o Using visuals does not always mean
time-efficient, sometimes, oral
communication will be more suitable.
 Selective
o The use of this media is situational.
Not every audience prefers the sole
use of visual communication.
Visual Message Design
Factors to  ensure that the relationship between the
design and the audience is harmonious:
 Culture
 Educational Ability
 Language of the audience
Visual Literacy and Message Design
Message Design
- is the combination of all elements in order to create
messages and can be completed by mixing ideas.
Visual Literacy
 - is the learned ability to interpret visual messages
accurately and to create such messages. Thus,
interpretation and creation in visual literacy can be
said to parallel reading and writing in print literacy. 
  In short, these two should properly be exercised
simultaneously in designing visual messages. These
two should be able to apply where literacy has to
work with the right design.
13.2 Formal and Informal Production,
Organization and Dissemination of Visual
Information and Media
Visual Information Production Process    must have achievable results
 Pre-production – where planning takes place.
This is where brainstorming, research, and
conceptualization takes place.
 Production – where the actual production of
the visual material takes place.
 Post-production – where the distribution and
implementation take place.
Pre-production Process
 Identifying the target audience
o Knowing your audience will help you
narrow down what information you
need to discuss and focus on.
o Always consider the demographics,
which is the statistical characteristics
of the audience. Each demographic
demands a different kind of
approach.
 Example: Age, Gender,
Religion, Ethnicity, etc.
 Identifying the key message
o The next step is gathering for
information by using credible sources
and by sorting the most important
points.
o This is also where you decide on the
approach based on the demographics
and the information gathered. Will
the material be instructional,
informational, or motivational.
 Creating Objectives and Structuring the
message
o Make the desired objectives. These
are what the intended audience
should be able to accomplish after
the activity. Note that the objective
must be SMART.
 Specific – Targeted outcome
after the activity
 Measurable – Can be
measured after the activity
 Attainable – An objective
 Results-Oriented – The
purpose of the objective
 Time-bound – must be done
in a practical time frame
Production Process
 Prototype
o After the previous steps, do the actual
design.
o Remember to do the material as if it
is the final output. Also, apply the
elements and principles of design.
Post-production Process
 Pre-test
o A way of ensuring your material will
work before mass production and
distribution.
o Done by asking a group of people for
changes needed or improvements for
materials to save costly errors.
o Pre-testing Criteria (Bertrand, 1978)
  Attractiveness (Is the material
attractive?)
 Comprehension (Is the
message clear and
understandable?)
 Acceptability (Are there
offensive words or visuals in
the material?)
 Self-involvement (Does the
audience relate to the
material?)
 Call to action (Are the
audience affected the way
they should be?)
 Revise and Evaluate
o After pretesting, consider the given
opinions in your revisions.
o Repeat the draft until you have
achieved the criteria given in the next
slide.
 Distribute
o The final step of the process.
o The materials are made for
consumption.
o Distribution through the following
channels: Web, Print, Videos and
Animations, Games.
13.3 Reliability and validity of Visual
Information and Media and its sources using a
selection criteria
Selection Criteria for Visual Information    design. Components are responsible for image
LearnAlberta.com formulated a set of criteria in
assessing visual information:
 Catchy
o it is the potential to grab the
attention of the viewers through
colors but remember not to be more
noticeable than the actual message.
 Concise
o means being simple however,
simplicity in the context is not
equivalent to the inability to provide
all necessary information in sending a
message.
 Comprehensive
o seems opposite to conciseness but its
main point is to ensure that all
necessary information is included in
the presentation.
 Convincing
o visuals have to be persuasive, it
should not just only grab but to
sustain the attention of making the
audience believe the visual materials
without hesitation.
          Visual Information can be highly useful in
conveying messages in a more exciting and
entertaining way but if these criteria will not be
considered, then it will be a challenge to use this kind
of information and its advantages will not be fully
utilized.
13.4 Basic design elements and principles for
visual-based presentation.
Design Elements and Principles   
          These elements and principles are very dynamic
and can be definitely considered in coming up with a
good visual presentation.
Design Elements – Are the building blocks of visual
creation, which may also function as indicators of the
message.
 Point
o The simplest element in a visual
image and responsible for
emphasizing key ideas.
 Line
o Can be straight, bent, and irregular.
This may imply moods and tones even
in photos.
  Shapes
o Are lines enclose areas. Commonly
used in representing ideas because of
the boundaries it can provide.
 Value
o Are used in order to apply
appropriate lighting to the subject in
order to put depth and sense to the
idea.
 Texture
o Exhibits the illusion of touch by
showing softness and roughness of a
surface.
 Color
o Seen because of the light that reaches
objects, which are seen by the human
eyes. Without light, colors cannot
exist.
o Divided into primary, secondary, and
tertiary colors: Warm Colors – Red,
Orange, and Yellow:  Cool Colors –
Blue, Green, and Violet
Design Principles
 Balance
o Also called “equilibrium” which is
observed in keeping the location and
arrangement of elements in order.
o Distribution of visual weight
 Symmetrical - equally
balanced design, one side is a
reflection of the other side
 Asymmetrical - One half is not
proportioned to the other
half.
 A feeling of visual equality in
shape, form, value, color, etc.  can be created with a value pattern. It
 Perspective
o The principle used in order to make
elements in a two-dimensional
perspective appear as if they are real.
o Created through the arrangement of
objects in twodimensional space to
look like they appear in real life.
Perspective is a learned meaning of
the relationship between different
objects seen in space.
o
 Harmony
o It focuses on how all visual elements
are held together. Should have a
common denominator why they exist
in the first place.
o Brings together a composition with
similar units. If for example, your
composition was using wavy lines and
organic shapes, you would stay with
those types of lines and not put in just
one geometric shape. (Notice how
similar Harmony is to Unity - some
sources list both terms).
 Unity
o Emphasizes “oneness” of all visual
elements to achieve this there are
things that should be done using the
same colors, shape sizes, and use of
organized shifting of elements to
imply hierarchy.
 Movement
o Arrangement of elements that implies
"optical motion". 
o Images that suggest movements.
There are other movements that have
to be shown clearly in every graphic
choice made by the presenter.
o A visual flow through the
composition. It can be the suggestion
of motion in design as you move from
object to object by way of placement
and position. Directional movement
is with the placement of dark and
light areas that you can move your
attention through the format.
 Variety
o Principle opposes the idea of
harmony and unity. Suggests that
 there could be variations of elements
in terms of placement or
representations.
 Contrast
o Offers some change in value creating
a visual discord in a composition. The
contrast shows the difference
between shapes and can be used as a
background to bring objects out and
forward in design. It can also be used
to create an area of emphasis.
        These elements and principles are very dynamic
and can be definitely considered in coming up with a
good visual presentation.
14.1 Different Dimensions of Audio Information
and Media
Audio Information    formats such as CDs, disks, and flash
Audio: is defined by Merriam – Webster as a term
relating to sound that is heard on a recording or
broadcast.
Audio Information: is about interpreting audio in
order to generate knowledge
Audio-Based Media    
 Audio Broadcast
Audio-Based Media Programs
o Method of distributing audio content,
commonly live, to its audience
through the use of radio waves and
other forms of technology.
 Analog Radio Broadcasting is
the most common type of
audio broadcasting.
 AM – amplitude modulation
 FM – frequency modulation
o Radio Broadcasting
 Another form of audio
broadcasting. Utilizes
different forms of technology
for its distribution.
 Some of these forms of
technology are as follows:
 Transmitters (Analog
radio)
 Satellite receivers
(Digital broadcasting)
 Internet technology
(Internet technology)
 Podcast
o Distribution of pre-recorded audio
files to subscribed users. It can be
accessed through the user’s computer
or mobile device.
o Commonly distributed in series in
which subscribed users follow.
o It gives users the freedom to choose
the content they want to listen to.
 Recordings
o Distributed and contained in different
drives. It is also used to support
visuals in books, videos, and
flashcards.
o Examples
 Audio CD’s and DVD’s
 Cassette tapes
Audiobook
 Vinyl and Digital Recordings
   
 News
o among the most common programs.
Commonly featured in AM radio,
radio news delivers daily local and
international news solely through
audio.
 Talk and Commentary
o In this kind of program, hosts, and
guests discusses issues that are
relevant. The audience participates in
the discussion by calling and texting
the host.
 Feature and Documentaries
o highlights educational and human
interest stories. It presents facts and
 stories creatively with the use of
narration, music, and sound effects.
 Magazine Programs
o a type of episodic program which has
a specific category (science, sports,
etc.), has varied segments and can
include discussions, interviews, and
many others.
 Drama
o features true-to-life or fiction stories
brought to life by voice actors, music,
and sound effects.
 Musical
o commonly heard on FM radio, it
presents different musical genres
according to the program theme.
Usually hosted by a DJ or disk jockey.
Different Audio File Formats     Information and Media
 MP3 (MPEG Audio Layer 3)
o a common format for consumer
audio, as well as a standard of digital
audio compression for the transfer
and playback of music on most digital
audio players.
 M4A/AAC (MPEG-4 Audio/Advanced Audio
Coding)
o an audio coding standard for lossy
digital audio compression. Designed
to be the successor of the MP3
format, AAC generally achieves better
sound quality than MP3 at similar bit
rates.
 WAV
o is a Microsoft audio file format
standard for storing an audio
bitstream on PCs. It has become a
standard file format for game sounds,
among others.
 WMA (Windows Media Audio)
o is an audio data compression
technology developed by Microsoft
and used with Windows Media
Player.
Advantages and Disadvantages   
Advantages
 Reach wider audiences
 Accessible and flexible
 Low-cost
 Suitable for timely information
Disadvantages
 Poor audience attentiveness
 Unsuitable for heavy and long information
that needs recall
 One-way communication
 Limited cues available
 
14.2 Formal and Informal Production,
Organization and Dissemination of Audio
Audio Information Production Process   
 Pre-production – where brainstorming,
research, and conceptualization for creative
content takes place. Some of the important
factors to consider are as follows: Purpose,
Content, Demographic, Scheduling, and
Budget.
 Production – where the actual production of
the audio material takes place.
 Post-production – where the distribution and
implementation take place.
Pre-production Process
 Purpose
o Sets the objectives of the program.
o These objectives are the ones
measured in evaluating the
effectiveness of the audio-based
information.
o Purposes: Entertainment, Education,
Information, Promotion.
 Scheduling and Budgeting
o Scheduling is a method of allotting
the proper period when the audio-
 based material is to be produced,
edited, and aired or released.
o Budgeting is the allocating of
resources for the production phase,
this includes money, staffing, and
equipment.
 Scriptwriting
o The craft of writing script for
production. Serves as the reference
for the people involved in the
production and the backbone of the
production itself. Below are the tips in
making a script:
 Be Conversational – Content
should be relatable and
engaging as if you're talking
to a friend.
 Be Visual – The listeners
should be able to imagine
what is happening.
 Be Concise – Be direct to the
message as possible.
 Be Inclusive – Avoid using
jargon.
o Scriptwriting: other tips
 Use a linear structure
 Do not start with a
subordinate clause
 Use contraction
 Spell out figures and symbols
 Hyphenate letters when they
are to be read separately
 Parenthesize pronunciation of
commonly misread words
 Repeat important information
 Use uppercase when writing
the script
Production Process
 The audio script is finally executed.
 The hosts, technical staff, and other people in
the production plays an important role during
this stage. Below are some tips in production:
o Plan ahead
o Always check all the equipment
before recording
o Observe proper pacing when
recording
o Add variety
Post-production Process
 In this stage, the editors and the producers
evaluate, edit, and improve the content that
will be distributed and aired.
 Audio-based media are also encoded into
different formats (digital streaming,
broadcast).
 Distribute
o The final step of the process.
o The materials are made for
consumption.
o Distribution through the following
channels: live streaming, podcasting,
radio broadcasting, webcasting.
14.3 Reliability and validity of Audio Information
and Media and its sources using a selection
criteria
Selection Criteria for Audio Information and Media   
 Relevance
o a selection criterion that ensures data
are met in accordance to the
information seeker’s requirements. It
is important to look at the connection
between one listens as to what he or
she desires to know.
o When evaluating the relevance, ask
the following questions:
 Does the information answer
pertinent questions?
 Will the information
contribute to the audience’s
understanding of the issue?
 Authority
o important to know if he/she is on the
right track because the information is
based on the expertise of the right
“person”.
o When evaluating the authority, ask
the following questions:
  Does the information come o the information has to look at
from the primary source? possible topics that are omitted or
 Is there any indication of the even added to practice transparency.
source’s connection with the Listening to opposing beliefs or
topic being discussed? opinions may trigger bias. The
challenge is how to listen to both
 Timeliness/Currency angles and asses them without
injecting one’s own personal
o focuses on updated information.
sentiments.
o When evaluating the
o When evaluating the Bias/Objectivity,
Timeliness/Currency, ask the
ask the following questions:
following questions:
 Does the media provide
 When did the issue start?
different points of view?
 When was the last update
 Are there any connections or
made?
relationships with the sources
 Is the information breaking or
that may affect the media’s
a continuing story?
coverage?
 Validity/Accuracy

o Active listening should also be

practiced in assessing audio
14.4 Basic design elements and principles for
information. Paying attention to every Audio-based presentation.
detail verifies the truthfulness of
Audio Design Principle and Elements   
what the speaker says.
Contains four important elements. These elements
o When evaluating the
when mixed together create a program that engages
Validity/Accuracy, ask the following the listeners:
questions:
 Do the other sources agree  Human Voice – functions as the facilitator
with the information between the listeners and the other elements
provided? of the audio-based medium. Gives the listener
 Did the information come not only the text but also the meaning of the
from an appropriate method text.
of data gathering?
 Can it be cited?  Music – communicates ideas and realities,
and emotions. It makes the audience feel the
 Argument atmosphere or the intent of the message.
o important to observe how his/her  Sound Effects – artificially created sounds
stand is justified by logical reasoning produced to enhance production.
and can be achieved through
evidence.  Silence - the absence of audio or sound.

 Coverage Other Elements

o ensures all relevant aspects are
included. It is important to look at this
disadvantage. An active listener has
to find ways in dealing with this
problem and find other possible audio
sources that can potentially complete
the listener’s desired information.
 Bias/Objectivity
 Audio clip – a category of a bigger idea, which
is a media clip. Audible segments of media
that basically focus on random ideas like
nature, love, victory, and others.
 Earcon – short sound phrases that are used
mainly in computers to support computer
commands like starting up, shutting down,
opening windows, etc.

Principle of Sound Design

  Mixing - the combination, balance, and
control of multiple sound elements.

 Pace - Time control. Editing. Order of events:

linear, non-linear, or multi-linear.

 Transitions - How you get from one segment

or element to another.

o Types of transitions:

 Segue - one element stops,

the next begins ("cut" in film).

 Cross-fade - one element

fades out, the next fades in,
and they overlap on the way.

 V-Fade - The first element

fades to inaudible before the
second element begins.

 Fade to Black - V-Fade with

some silence between
elements.

 Stereo Imaging - Using the

left and right channels for
depth.