1.

Media and Information Literacy Introduction

2. Analyze each scenario given. Compare and contrast the scenario by acting how it was done before the age of the
Internet and how they are being today.

A. Sending message/s to loved ones far from home (ex. abroad, province)
B. Research assigned topic for a reporting
C. Listening/watching current news and events.
D. Listening/Recording Music
E. Watching Old and New Movies

3. Analysis

A. What are the similarities of the different scenarios?

B. What is communication?
C. How are messages sent or received?
D. What are needed in order to communicate? (information, media)

4. Media and Information Literacy

Play an important role in communication and information dissemination. Media and Information will enable us to
access, understand and create communication in a variety of context in the form of accessing, understanding and
creating media and information.

5. Accessing Media and Information

The use, navigate, manage, store and retrieve content in print, radio and online.

6. Understanding Media and Information

Viewers ability to read, deconstruct and evaluate media contexts and motivations. A critique view on quality of
material being broadcast and shared.

7. Producing Media and Information

Viewers or netizens ability to produce, distribute and publish ideas and information via mainstream media or social
media. Be able to use media responsibly and to contribute democratic process using electronic media. Be able to
transact and post online.

8. Media and Information play several roles. They:

A. Act as channels of information and knowledge through which citizens communicate with each other and make
informed decisions
B. Facilitate informed debates between diverse social actors.
C. Provide us with much of what we learn about the world beyond our immediate experience.
D. Are means by which a society learn about itself and builds a sense of community
E. Function as a watchdog of government in all its forms, promoting transparency
F. Public life and public scrutiny of those with power through exposing corruption, Misadministration and corporate
mistakes
G. Are essential facilitators of democratic processes and one of the guarantors of free and fair elections
H. Are vehicle for cultural expression and cultural cohesion within and between nations function as an advocate and
social actor in its own right while respecting pluralistic values 2 Adapted from UNESCO MDIs
BASIC CONCEPTS
A. Media construct our culture. Our society and culture – even our perception of reality is shaped by the information
and images we receive via the media. Today, the most powerful storytellers are television, movies, music, video
games, and Internet.
B. Media messages affect our thoughts, attitudes and actions. All of us are affected by advertising, news, movies, pop
music, video games, and other forms of media.

C. Media use “the language of persuasion.” All media messages try to persuade us to believe or do something. To do
this, they use specific techniques (like flattery, repetition, fear, and humor) we call “the language of persuasion.”

D. Media construct fantasy worlds. Media can inspire our imagination. Advertising constructs a fantasy world where
all problems can be solved with a purchase. Media Literacy helps people to recognize fantasy and constructively
integrate it with reality.

E. No one tells the whole story. Often, the effect of a media message comes not only from what is said, but from what
part of the story is unfold.

F. Media messages contain “texts” and “subtexts.” The text is the actual words, pictures and/or sounds in a media
message. The subtext is the hidden and underlying meaning of message.

G. Media messages reflect the values and viewpoints of media makers. Our values and viewpoints influence our
choice of words, sounds and images we use to communicate through media.

H. Individuals construct their own meanings from media. This means that people can create different subtexts from
the same piece of media. All meanings and interpretations are valid and should be respected.

I. Media messages can be decoded. By “deconstructing” media, we can figure out who created the message, and why.

J. Media literate youth and adults are active consumers of media. Media literacy helps people consume media with a
critical eye, evaluating sources, intended purposes, persuasion techniques, and deeper meanings.

Activity: Answer the following questions honestly and diligently.

Write down and record your use and interaction of different media and information sources and how many hours do
they spent on each one per week. (The figures to be provided do not have to be exact, just a rough estimate.) Use
table below as guide.

Answer as brief as possible. Imagine one day you find no Internet, libraries, newspapers, phones, etc. How would it
affect on how you live?

Why do we communicate?
Knowledge is created and disseminated in all forms and formats.
A. Written
B. Graphical
C. Electronic
D. Print
E. Broadcast
F. Verbal media.

Media and information increase every day and it becomes so abundant that it can be found anywhere, anytime
especially in the booming era of data and information explosion.

Becoming Media and Information Literate Individuals

A. Will test our patience on how we deal with information and misinformation.
B. It includes a certain level of respect towards those who need and request it.
C. Respect for information need means we allow each and everyone to express their ideas, opinions, and expressions
fully without any judgment or prejudice.

MIL teaches us to use information and media content in an

A. Ethical
B. efficient
C. effective manner

Direction: Picture Analysis. Analyze and observe the following illustration below. Write in one or two sentences
describing how communication is affected by media and information as depicted from the given picture.
Media and Information Roles
 Act as channels of information and knowledge through which citizens communicate with each other and make
informed decisions
 Facilitate informed debates between diverse social actors.
 Provide us with much of what we learn about the world beyond our immediate experience.
 Are means by which a society learn about itself and builds a sense of community
 Function as a watchdog of government in all its forms, promoting transparency
 Public life and public scrutiny of those with power through exposing corruption, Misadministration and
corporate mistakes
 Are essential facilitators of democratic processes and one of the guarantors of free and fair elections

BASIC CONCEPTS
1. Media construct our culture. Our society and culture – even our perception of reality is shaped by the
information and images we receive via the media. Today, the most powerful storytellers are television, movies,
music, video games, and Internet.
2. Media messages affect our thoughts, attitudes and actions. All of us are affected by advertising, news, movies,
pop music, video games, and other forms of media.
3. Media use “the language of persuasion.” All media messages try to persuade us to believe or do something. To
do this, they use specific techniques (like flattery, repetition, fear, and humor) we call “the language of
persuasion.”
4. Media construct fantasy worlds. Media can inspire our imagination. Advertising constructs a fantasy world
where all problems can be solved with a purchase. Media Literacy helps people to recognize fantasy and
constructively integrate it with reality.
5. No one tells the whole story. Often, the effect of a media message comes not only from what is said, but from
what part of the story is unfold.
6. Media messages contain “texts” and “subtexts.” The text is the actual words, pictures and/or sounds in a media
message. The subtext is the hidden and underlying meaning of message.
7. Media messages reflect the values and viewpoints of media makers. Our values and viewpoints influence our
choice of words, sounds and images we use to communicate through media.
8. Individuals construct their own meanings from media. This means that people can create different subtexts
from the same piece of media. All meanings and interpretations are valid and should be respected.
9. Media messages can be decoded. By “deconstructing” media, we can figure out who created the message, and
why.
10. Media literate youth and adults are active consumers of media. Media literacy helps people consume media
with a critical eye, evaluating sources, intended purposes, persuasion techniques, and deeper meanings.

Knowledge is created and disseminated in all forms and formats.

 Written
 Graphical
 Electronic
 Print
 Broadcast
 Verbal media.

MIL teaches us to use information and media content in an

 ethical
 efficient
 effective manner