Media and Information Sources

Learning Competencies
The learners compare potential sources of media and information.
Performance Standards
The learners shall be able to examine the reliability, accuracy, value, authority,
and timeliness of the different sources of media and information.

Specific Learning Objectives

At the end of the lesson, the learners must be able to:
• Demonstrate an ability to examine and compare information from various
sources in order to evaluate its reliability, accuracy, authority, timeliness,
and bias.
• 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.
 TOPIC OUTLINE
I- Media and Information Sources
A. Sources of Information
1. Indigenous Knowledge
2. Library
3. Internet
4. Mass Media
B. Pros and Cons of the Different Types of Media as Sources of
Information
C. Evaluating Information Sources
a. Cooperative Learning: Interview Activity
Definition of keywords (Criteria in evaluating information):
➢ 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.
➢ 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.
➢ Value of information - Information is said to be of value if it
aids the user in making or improving decisions.
➢ Authority of the source - Much of the information we gather
daily do not come from a 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.
➢ 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.
Sources of Information:
❑ INDIGENOUS KNOWLEDGE
Indigenous knowledge (IK) is the local knowledge – knowledge
that is unique to a given culture or society. IK contrasts with the
international knowledge system generated by universities,
research institutions and private firms. (Warren 1991)
INDIGENOUS MEDIA:
…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: A S E A N S c e n
a r i o, 2014)
 CHARACTERISTICS OF INDIGENOUS MEDIA

➢ Oral tradition of communication

the stories, beliefs, etc., that a group of people share by telling
stories and talking to each other
https://www.merriam-webster.com/dictionary/oral%20tradition
➢ Store information in memories
➢ Information exchange is face-to-face
➢ Information are contain within the border of the community
❑ Libraries:

Photo Credit:
https://www.pinteres
t.com/pin/399061216
964949192/
 There are four major types of libraries:
1. Academic libraries serve colleges and universities.
2. Public libraries serve cities and towns of all types.
3. School libraries serve students from Kindergarten to grade 12.
4. Special libraries are in specialized environments, such as hospitals,
corporations, museums, the military, private businesses, and the
government.
These libraries may be either digital or physical in form.

A digital library is a collection of documents in organized electronic

form, available on the Internet or on CD-ROM (compact-disk read-only
memory) disks. Depending on the specific library, a user may be able
to access magazine articles, books, papers, images, sound files, and
videos.
Skills in accessing information from libraries - Due to the wealth of
information in a library, it is important to know the following:
▪ The access tool to use
▪ How the information being accessed may be classified
▪ The depth of details required--some libraries provide only an
abstract of the topic
▪ More detailed information might require membership or some
conformity to set rules of the source (ex. databases).

Characteristics of libraries in terms of reliability, accuracy and

value - Libraries of published books are often considered highly
reliable, accurate, and valuable. Books and documents from
dominant sources are often peer reviewed. ISSN or ISBN
registration ensures that standards were followed in producing
these materials. (issn = international standard serial no., isbn = international standard book no.)
 MODERN LIBRARY INTERIORS - DECORATION
IDEAS IN 2016

Source: http://mostpp.org/modern-library-interiors-2/ Source:http://mostpp.org/modern-library-interiors-2/

Source: http://mostpp.org/modern-
library-interiors-2/
❑ THE INTERNET:
HISTORY OF THE INTERNET

The internet first came about in February 1958 in America

A man named JCR Licklider saw universal networking as a potential
unifying revolution.
He envisioned a globally interconnected set of computers through
which everyone could quickly access data and programs from any
site.
Leonard Kleinrock at MIT published the first paper on packet
switching theory in July 1961 and the first book on the subject in
1964.
The internet began to grow rapidly in the 1970’s as the knowledge
of networking was growing more and more rapidly.
It expanded further in the 1980’s as the general public were
becoming more aware of it.
 ARPANET (Advanced Research Projects Agency Network )
• Was the world's first operational network, and the predecessor of
the global Internet
• Was developed by the U.S. Department of Defense. One theory
was that it was developed to survive a nuclear attack. That
theory is often disputed by scientists.
▪ The general public gained access to the Internet on July 16, 1986
when the first Freenet came on-line in Cleveland in the U.S.
▪ Between 1987 and 1988 the number of hosts increased from
10,000 to 60,000
▪ With the development of the World Wide Web (WWW) in 1991,
there was no stopping the rapid expansion of the Internet.
▪ Tim Berners Lee brought all of this together to form the World
Wide Web in 1990.
▪ People only had to download a WWW browser in order to access
the info on millions of websites. Countries around the world
joined the Internet and registered their two-letter domain names,
e.g. ca for Canada.
▪ The most important development was in 1993, was the release of
the first graphic web browser software, Mosaic.
In 1994 the first junk e-mail or "spam" was sent out this year. The
first shopping malls also appeared along with Internet radio stations
(mainly rebroadcasting) and the first cyber bank.
In 1998, the Internet continued to grow, with thousands of new
subscribers every day joining the millions already subscribed.
 WHAT IS IT?
➢ The Internet is a worldwide, publicly accessible network of
interconnected computer networks that transmit data using the
standard Internet Protocol (IP).
➢ It’s a worldwide network of computers that allows the "sharing"
or "networking" of information at remote sites from other
academic institutions, research institutes, private companies,
government agencies, and individuals.
➢ It allows people to send and receive data wherever they are in
the world if they have internet access
➢ Everyone will find that they use the internet in one way or
another, whether it is to research some information or simply talk
to friends
➢ Today, the Web and the Internet allow connectivity from literally
everywhere on earth—even ships at sea and in outer space.
 AUDIENCE
➢ The intended audience for the internet is anyone and everyone
in the world who has access to a computer, there is no limit to
the information that can be found on the internet.
➢ The internet is used widely by the audience, mostly it used for
researching subjects and talking online. However it has many
other uses, one advantage of the internet is that it can be used
for advertising products and companies. If you put an advert for
a product on a site that is visited regularly it will become more
popular.
➢ The audience uses the internet for personal use to make their
life easier and faster. The internet can enable the audience to
find information within minutes and also allows them to talk to
people all over the world wherever they are.
 WHY IS IT USED?

The internet is used for many different things such as:

➢ Talking to friends- using programmes such as msn and myspace
(web2))
➢ Online shopping- buying items from the internet without leaving
your home using sites such as www.tesco.com
➢ Watching Videos- using websites such as www.youtube.com
➢ Research- using search engines such as www.google.com
➢ Downloading/listening to music- using programmes such as lime
wire or sites such as www.myspace.com
 ADVANTAGES AND DISADVANTAGES

The internet has many more advantages than it does disadvantages

according to research.
Advantages:
➢ Allows easy and quick access to information
➢ Enables user to access files and information from any computer
anywhere in the world
➢ People can check financial information, purchase products, talk
to people and much more online
➢ Downloading music- quick and easy
➢ User can send information quickly from computer to computer
Disadvantages:
➢ It promotes violence and bad behaviour within society, as it
contains violent videos and other disturbing images
➢ It can encourage negative activities such as pornography and
paedophilia, these things can now be explored more openly due
to the internet
➢ It stops children from going out, as they wish to stay home and
use the internet to talk to friends, etc.
THE VALUE OF THE INTERNET FOR MEDIA INSTITUTIONS
The internet is a great advantage to different institutions around
the world. It enables them to:
➢ Advertise online which gives them further promotion
➢ Allow customers, etc. to make online accounts and buy products
online
➢ They can use the internet to create their own website which can
give clients the latest news, etc.
➢ Allows them to send emails, etc. to institutions in other
countries to also give further promotion and development
➢ They can download information from the internet on to their
computer systems quick and easily
 CONVERGENCE
➢ The internet links with lots of other technologies, audiences and
institutions
➢ It has a wide variety of different audiences which use it for
different things which have been explained previously
➢ Other technologies such as ipods, laptops, mobile phones etc all
use the internet for advertisement and all link back to the internet
in one way or another. For example most mobile phones have
internet access, music downloaded from the internet is put onto
ipods and the internet is accessible with the use of a laptop/
➢ Institutions all use the internet, mainly for advertising.
➢ The internet overall is one of the most important things within the
world and the industry, it has evolved so much over the years,
institutions wouldn’t be the same without it.
 IMPLICATIONS FOR THE FUTURE

I think the internet will develop in the future in the following ways:
➢ It will become cheaper for people to use
➢ It will become much faster and information will be able to be
accessed more quickly
➢ More and more information will be added to it, which will make it
the worlds biggest technology resource
➢ It will continue to grow and as it becomes cheaper people in less
economically developed countries will gain access to it, further
developing their education and access to information
➢ Overall, the internet will become even more advanced in
technology, making it cheaper, faster and more widely accessed.
❑ MASS MEDIA
What is Mass Media ?
All media technologies used for mass communications
Organizations which control these technologies

Types of Mass Media

Print
Recordings
Cinema
Radio
Television
Internet
Mobile phones
Power of Mass Media
Key role in political power
Shaping public perceptions on important issues
Shaping modern culture (belief, values, traditions)

Print Media
Paper and ink
Late 15th century
Newspapers, magazines, classifieds, circulars, journals, yellow
pages, billboards, posters, brochures, and catalogues
Recordings

Use of storage media

Late 19th century
Gramophone records, magnetic tapes, cassettes, cartridges, CDs,
DVDs
Cinema
Film: Story conveyed with moving images
Since around 1900
Cameras, animation, visual effects
Types of films
Comedy, Drama, Horror, Action, Children's, Suspense/Thriller,
Fantasy, Crime, Romance, Science Fiction, Documentary, Family,
Mystery
Radio
One-way transmission over radio waves intended to reach a wide
audience
Since around 1910
College, Commercial, Community, International broadcasting,
Music, Pirate, Public

Television
Telecommunication medium for transmitting and receiving moving
images (usually with sound)
Since about 1950
News, Movies, Situation comedy, Sports events, Audience
participation, Talk/conversation, Music, Reality-based show,
Devotional/religious
Internet
World Wide Web (since about 1990)
Websites (news, blogs, social networking, wiki)
Forums/message board
Internet telephony (e.g. VoIP)
Email, Instant messaging and chat
Streaming audio (podcasts = a digital audio file made available on
the Internet for downloading to a computer or mobile device,
typically available as a series, new installments of which can be
received by subscribers automatically., Internet radio)
Streaming video (webcasts, podcasts, YouTube videos)
Mobile Phones

Make mobile telephone calls across a wide geographic area

Since about 2000 (3G - mass media)
The first personal mass media
Permanently carried
Always on
Built-in payment mechanism
The most accurate audience measurement
Quiz • The first personal mass media Newspapers, magazines,
• Permanently carried ___(1)___, circulars,
• Always ___(14)___ journals, ___(2)___,
WWW • Built-in payment mechanism ___(3)___, posters,
• The most accurate __(15)__ brochures, and
Websites catalogues.
(news, ___(11)___,
___(12)___, wiki) Gramophone
(A) records, magnetic
Forums/message tapes, cassettes,
(G)
board cartridges,
___(4)___,
Internet telephony (B) ___(5)___
(e.g. VoIP) Mass
(F) Media
Email, Comedy, Drama, Horror,
___(13)___ (C) Action, Children's,
and chat Suspense/Thriller,
(E) Fantasy, ___(6)___,
Streaming audio Romance, Science
Streaming video (D) Fiction, ___(7)___,
Family, Mystery

___(9)___, Movies, Situation

comedy, Sports events,
Audience participation,
Talk/conversation, Music,
___(10)___,
Devotional/religious
College, ___(8)___, Community,
International broadcasting, Music,
Pirate, Public
 •The first personal mass media Newspapers, magazines,
•Permanently carried classifieds, circulars,
•Always on journals, yellow pages,
WWW •Built-in payment mechanism billboards, posters,
•The most accurate audience brochures, and
Websites measurement catalogues
(news, blogs,
social networking, Gramophone
wiki) records, magnetic
Mobile Print
tapes, cassettes,
Forums/message Phone cartridges, CDs,
board DVDs
Recording
Internet telephony Mass
(e.g. VoIP) Media
Internet
Comedy, Drama, Horror,
Email, Instant Cinema Action, Children's,
messaging and Suspense/Thriller,
chat Fantasy, Crime,
Television
Romance, Science
Streaming audio Radio Fiction, Documentary,
Streaming video Family, Mystery

News, Movies, Situation

comedy, Sports events,
Audience participation,
Talk/conversation, Music,
Reality-based show,
Devotional/religious
College, Commercial, Community,
International broadcasting, Music,
Pirate, Public
 Pros and Cons of the Different Types of Media as
Sources of Information and Evaluating Information
Sources

Photo Credit:
http://cooperativelearningi
nmathematics.weebly.com/
cooperative-learning-
strategies.html
 COOPERATIVE LEARNING
GROUP DISCUSSION
Guide Questions:
1. What are the different types of media
that can be used as a source of
information?
2. What are the advantages and
disadvantages of the different types
of media as sources of information?
3. How can you evaluate or measure
information quality?
Photo Credit:
http://www.careeranna.com/arti
cles/group-discussion-topic-7-
should-maggi-be-allowed-to-
make-a-comeback/
Source: http://iupui.campusguides.com/c.php?g=583319&p=4027829
 EVALUATING INFORMATION
by Eastern Kentucky University Libraries
based on the work of Paul and Elder

Source: http://studio.eku.edu/evaluate-information
 EVALUATING INFORMATION
by Eastern Kentucky University Libraries
based on the work of Paul and Elder

Source: http://studio.eku.edu/evaluate-information
 EVALUATING INFORMATION
by Eastern Kentucky University Libraries
based on the work of Paul and Elder

Source: http://studio.eku.edu/evaluate-information
 EVALUATING INFORMATION
by Eastern Kentucky University Libraries
based on the work of Paul and Elder

Source: http://studio.eku.edu/evaluate-information
 EVALUATING INFORMATION
by Eastern Kentucky University Libraries
based on the work of Paul and Elder

Source: http://studio.eku.edu/evaluate-information
 A NEWSPAPER ARTICLE:
FACEBOOK TAGS SEVERAL FAKE NEWS ITEMS
FROM PH
by Rene P. Ciria-Cruz
www.inquire.net
April 22, 2017
http://usa.inquirer.net/3119/facebook-tags-several-
fake-news-items-ph
Source: http://www.library.illinois.edu/ugl/howdoi/selectingsources.html
Source: http://www.library.illinois.edu/ugl/howdoi/selectingsources.html
 PERFORMANCE TASK:
COOPERATIVE LEARNING

INTERVIEW ACTIVITY

Photo Credit:
http://www.cl
g-mare-
coignieres.ac-
versailles.fr/in
dex.php/ensei
gnements/fran
cais
 PERFORMANCE TASK: COOPERATIVE LEARNING
INTERVIEW ACTIVITY
 Divide yourselves into groups with 3 - 4 members.
 Each group will interview two elders coming from two families. You
will ask about cultural beliefs or practices in the community valued
by the elders. Students need to identify and gather information to
at least two cultural beliefs or practices.
 Encode the information on a short bond paper, identify the source
of information.
 Students will interview 10 classmates or schoolmates and find out if
these cultural beliefs or practices are still known and being valued
by their generation. (Example 3 out of 10…)
 Submit it to the teacher via Edmodo not more than 2 weeks after it
was assigned. Indicate group # with members & section.
 PROS & CONS OF DIFFERENT TYPES OF MEDIA
AS SOURCES OF INFORMATION
• Traditonal Media
➢ Network TV
Pros:
▪ High viewership and broad reach. Possibly still the highest
reach medium.
▪ High impact.
▪ Demographic targeting is possible with opportunities to target
by interest.
▪ Quality program environment (usually!).
▪ Strong creative medium. Combine sight, sound and motion for
emotional impact and to educate.
▪ Good medium to reach children.
▪ Good credibility. TV is established and solid.
• Traditonal Media
➢Network TV
Cons
▪ Expensive media buy.
▪ Expensive production.
▪ Declining ratings and decreasing audience.
▪ People can channel surf and skip commercials, or edit
them out altogether.
▪ Poor geo-targeting, although using local channels can
solve this to an extent.
▪ Difficult to measure response.
• Traditonal Media
➢ Cable TV
PROS
▪ Less expensive media buy than network TV.
▪ Engaged viewers who have paid to receive cable.
▪ Niche networks that target specific markets.
▪ Niche interest programming with demographic and
psychographic targeting.
▪ Stronger geo-targeting than network TV.
▪ Viewer migration from Broadcast to Cable.
▪ Higher summer viewership than network TV.
▪ Strong creative platform, use sight, sound and movement to
create emotional impact and educate.
▪ Opportunities to present your own show on smaller stations.
• Traditonal Media
➢ Cable TV
CONS
▪ Expensive production.
▪ Clutter. Cable runs many more adverts than network TV.
▪ People can channel surf and skip commercials, or edit
them out altogether.
▪ Lower more fragmented reach and lower rated programs
than network TV.
▪ Not everyone has cable, and not all cable channels are
carried by cable companies.
▪ Difficult to measure response.
• Traditonal Media
➢ Radio
PROS
▪ More affordable than TV for media buy and creative
production.
▪ Usually well targeted demographics.
▪ Good listener loyalty and high amount of time spent
listening.
▪ Very immediate. Good for promoting events.
▪ Stations often provide added value if you negotiate.
▪ Fairly flexible. Schedules can be altered on short notice.
• Traditonal Media
➢ Radio
CONS
▪ Geo-targeting can be challenging.
▪ Audio only. No visuals and no time for much detail.
▪ Listeners are not actively engaged.
▪ Adverts get easily lost in the clutter. Four or five different
ads are run one after another. People tend to tune out
when commercials come on.
▪ Although cheaper than TV, radio can still be a substantial
media buy and have high production costs
▪ Difficult to measure response.
▪ Declining audiences.
• Traditonal Media
➢Outdoor
PROS
▪ Low cost per thousand.
▪ Good for geo-targeting and directional advertising.
▪ Broad reach and good awareness. 24/7 exposure.
▪ Large creative canvas. Potential for strong impact.
▪ Ideal for bold simple messages.
▪ Digital boards offer message flexibility and can be used
for offers.
• Traditonal Media
➢Outdoor
CONS
▪ Prime locations expensive and in high demand.
▪ Short exposure time (6-8 seconds) means message must
be succinct.
▪ Difficult to verify impressions and reach.
▪ Difficult to measure response.
▪ No demographic targeting.
▪ Creative can be damaged or vandalized.
▪ Audience is disengaged
• Traditonal Media
➢Direct Mail
PROS
▪ Low cost per thousand.
▪ Good lists allow you to target people by location, personal
interest, buying etc.
▪ Great for reinforcing existing relationships and rewarding
customers.
▪ Unlimited message length and good creative canvas.
▪ Good for direct response and special offers.
• Traditonal Media
➢Direct Mail
CONS
▪ Production and postal costs can be costly.
▪ Low response rate (a successful direct mail response rate
is 2%-3%).
▪ Can devalue your brand, as it is considered intrusive junk
mail by many, although tone and personalization play a
large part in mitigating this.
▪ Can be thrown away unlooked at or unopened
▪ DM is only as good as your mailing list, so factor in the
administrative time to maintain your mailing list.
• Traditonal Media
➢Newspapers
PROS
▪ Credible and familiar.
▪ Especially good for targeting older markets 50 +.
▪ Good geographic targeting.
▪ Larger papers reach a large local audience.
▪ Smaller community papers can be effective in reaching specific
communities.
▪ Good demographic targeting based on interest; choose features or
sections of interest to your target market and/or synergy with your
brand.
▪ Immediate reach and short lead times.
▪ Reasonable creative flexibility.
▪ Allows you to include detailed info including response forms.
▪ Good for offers.
• Traditonal Media
➢Newspapers
CONS
▪ Newspaper circulation is declining in most markets.
▪ Clutter. Lots of busy retail adverts and big adverts from big
brands with big budgets.
▪ Difficult to target specific groups. Print publication
demographics are rarely precise.
▪ Difficult to track results unless your advert is tied to a
specific offer.
▪ Not great for people under 25.
▪ Costs can be high for larger adverts.
▪ Short shelf life.
• Traditonal Media
➢Magazines
PROS
▪ Tangible long lasting medium with good credibility.
▪ Easy to target readers by interest. Good psychographic &
demographic targeting.
▪ A quality editorial environment with an engaged readership.
▪ High readership per unit due to long shelf life and targeted
content.
▪ Excellent environment for quality creative and advertorial.
▪ Potential to create highly targeted messaging to fit editorial
environment.
• Traditonal Media
➢Magazines
CONS
▪ Long lead times require advance planning.
▪ Long shelf life makes time sensitive messages problematic.
▪ Expensive due to niche readership, although rate card is almost
always open for negotiation.
▪ Often many magazines in each niche so hard to choose the right
publication.
▪ Circulation figures may be artificially inflated by free copies
distributed.
▪ Cluttered environment with many adverts, readers can tune out
adverts.
▪ Very difficult to track response.
▪ In our experience magazines are not very effective for direct
response.
• Non Traditonal & Social Media
➢ Digital SEM, Web banners & Remarketing
PROS
▪ Tight budget controls with the ability to adjust budget and spend on
the fly.
▪ Inexpensive production cost (no printing or postage)
▪ Pay per click means you pay only for results.
▪ Flexible. Your campaign can be rapidly updated or optimized based
on results.
▪ Measureable. Track traffic to your site and online sales.
▪ Track your ROI accurately.
▪ An engaged active audience.
▪ Strong targeting capabilities, geo-target. Target by interest and by key
words.
▪ Strong creative targeting. Target your ads to your audience by interest
and location.
▪ Retarget people who have visited your site but not converted, with
remarketing.
• Non Traditonal & Social Media
➢ Digital SEM, Web banners & Remarketing
CONS
▪ Limited creative space can constrain messaging and
creative.
▪ Declining click through rates on web banners through
advertising clutter.
▪ Targeting takes time and experimentation to find your
audience,
▪ Requires continual maintenance.
• Non Traditonal & Social Media
➢ Facebook
PROS
▪ Tight budget controls with the ability to adjust budget and spend on
the fly.
▪ Inexpensive production cost (no printing or postage).
▪ Ability to target your ads to your audience by interest and location.
▪ Ability to get very accurate ROI.
▪ Ability to target your fans and their friends.
▪ Ability to boost the reach of your site content allowing you to reach
a broader audience.
CONS
▪ Targeting takes time and experimentation to find your audience.
▪ Requires continual maintenance.
▪ Reporting is somewhat limited compared to Google.
• Non Traditonal & Social Media
➢Email marketing
PROS
▪ Still one of the most effective ways to drive traffic to your website.
▪ Good for direct response deals and offers. Most people sign up for
emails for discounts.
▪ Cost effective data. Email lists can be more affordable than mail
addresses.
▪ Cost effective production. Once you have an email template a
good email takes a few hours.
▪ Cost effective mailing. Email systems like Mail Chimp have
affordable monthly subscriptions.
▪ Accurate tracking. Track emails received, emails opened, links
clicked, social shares, inactive email addresses, unsubscribes and
ROI.
▪ Accurate targeting. Target based on geographic location,
demographic factors, and email response data.
• Non Traditonal & Social Media
➢Email marketing
PROS
▪ Easy to test and refine your emails based on results.
▪ Easy to bench mark your results against your industry average.
▪ Immediate. An email can reach millions in minutes.
▪ An inexpensive way to raise awareness. Even if people don’t open
your emails they still see them and get reminded of your brand.
CONS
▪ Overload of email spam can devalue your brand.
▪ Many customers will delete your email before they read it.
▪ Creative constraints. Short and sweet works best. All key points
must be text. Images are only the icing on the cake.
▪ Deceptively simple and easy to get wrong (we can help with this!).

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