School: CENTRAL LUZON DOCTORS’ HOSPITAL Grade 12

SENIOR HIGH SCHOOL – EDUCATIONAL INSTITUTION Level:

LESSON PLAN Teacher: JHELSEA S. YUMUL Learning
Area:
MEDIA AND
INFORMATIO
N LITERACY
Teaching SEPTEMBER 12 – SEPTEMBER 16, 2022 Semester: FIRST
Date/Time:

I. OBJECTIVES

 Identify traditional media and new media and their relationships;

 Assess the type of media in the Philippines vis-à-vis the normative theories of
media;
 Editorialize the roles and functions of media in democratic society; and
 Search latest theory on information and media

A. Content Standards
B. Performance Standards
C. Learning Competencies
II. CONTENT
The learner demonstrates understanding of media and information literacy (MIL)
and MIL related concepts.
The learner organizes a creative and interactive symposium for the community
focusing on being a media and information literate individual.
Describe how communication is influenced by media and information.
MIL11/12IMIL-IIIa-1
Lesson 2: The Evolution of Traditional Media

III. LEARNING Textbook pages: 15 - 27

RESOURCES AND
REFERENCES Other Learning Resources:
Dorado, J.M. (2021). Media and Information Literacy In The 21st Century. An Instructional
Material For Senior High School Students.
Unlimited Books Library Services and Publishing, Inc. Intramuros, Manila, Philippines
Alagaran, J.R. (2019). Media and Information Literacy. Empower the Discerning Audiences.
Abiva Publishing, Inc. Quezon City, Philippines
Department of Education (2020). K-12 Most Essential Learning Competencies

A. Reviewing past lesson or
presenting the new lesson
B. Establishing a purpose of the
new lesson (Motivation)
C. Introduction
IV. PROCEDURES
In the past lesson, learners were able to learn that the digital age has made
it easy for anyone to create media. We do not always know who created
something, why they made it, and whether it is credible. This makes media
literacy tricky to learn and teach. Nonetheless, media literacy is an essential skill
in the digital age.
The teacher lets the students realize that with traditional media versus new
media, making the choice between the two probably is not as easy as it sounds.
These types of media are two sides of a very different coin.
Over the years, media forms and the technology that come with them have
evolved. The growth of communications technology allows people today to find
more information more easily than any previous generation. Mass media can be
print, radio, television, or internet news. They can be local, national, or
international. They can be broad or limited in their focus.

D. Explanation Hot vs Cold Media

Hot media engages one sense completely. Hot media are sources of information
that are high definition, and which emphasize one sensory modality over all
others.  As a result, they are rich sources of information, and do not engage its
audience as a source of information.  That is, the audience conveys very little of
the message when a medium is hot – the audience is a passive receiver of hot
media.  There is no need for the audience to fill in missing information as active
participants in message construction.

Cool media generally uses low-definition media that engages several senses less
completely in that it demands a great deal of interaction on the part of the
audience. Audiences then participate more because they are required to perceive
the gaps in the content themselves. The user must be familiar with genre
conventions in order to fully understand the medium. Examples: TV, phone
 conversations, comic books.

Media History
1. The Tribal Age - time of community because the ear is the dominant sense
organ. This is also known as an acoustic era because the senses of hearing, touch,
taste, and smell were far more strongly developed than the ability to visualize.
2. The Age of Literacy - includes the period from the invention of writing to the
discovery of electricity and its use in the form of the telegraph
3. The Print Age - in this period, it emphasized on visual print. In the “Gutenberg
Galaxy”, the eye became the dominant sense; age of linear thinking, and gave
status to science and individualism. The printing press was invented during this
time.
4. The Electronic Age - The electronic age is what we currently live in. It can be
defined as the time between 1940 and right now. The ENIAC was the first high-
speed, digital computer capable of being reprogrammed to solve a full range of
computing problems.

Traditional vs New Media

Traditional media refers to advertising channels that have been used for decades.
These are the tried-and-true methods that businesses have relied on for years.
Traditional media include radio, broadcast television, cable and satellite, print,
and billboards. These are the forms of advertising that have been around for years,
and many have had success with traditional media campaigns.

New media can best be described as digital channels that have gained popularity
in the advertising space in the last decade or so. New media encompasses internet-
based forms of advertising such as banner ads, social media, and apps. This form
of media can be highly targeted, even allowing businesses to reach consumers as
they enter their store, for example, using cell phone push notifications.

Media and Government

1. Authoritarian - It is a normative theory of mass communication where mass

media is influenced and overpowered by power and authority in the nations.
Media must respect what authorities want and work according to the wishes of
the authorities though, not under direct control of the state or ruling classes. The
press and media cannot work independently and their works are suspected to
censorship.
2. Libertarian Theory - This theory believes in freedom of thought and
individualism. There is no control of authority and everybody has the right to
voice their opinion. There is also no censorship and government must not hold
any power to control and suppress media.
3. Social Responsibility Theory - Social responsibility theory allows free press
without any censorship but at the same time the content of the press should be
discussed in public panel and media should accept any obligation from public
interference or professional self regulations or both.
4. Soviet Media Theory - Soviet media theory is imitative of Leninist principles
which based on the Carl Marx and Engel’s ideology. The government undertake
or controls the total media and communication to serve working classes and their
interest.  Theory says the state have absolute power to control any media for the
benefits of people.

E. Elaboration The learners provide a real-world example or scenario that can relate to them
being media and information literate individuals.
Learners can be asked which of the discussed media forms do they think will
have the most impact or influence to people and to the society as a whole.
F. Generalization The Learners will define what is traditional media.
The Learners will define what is new media.
The Learners will differentiate the difference between traditional media and new
media.
 V. EVALUATION/ PRACTICE EXERCISES 2B (BOOK ACTIVITY PAGE: 29)
ASSESSMENT/
ASSIGNMENT  Answer the following questions:
1. Marshall McLuhan who is famous for the phrase “the medium is the
message”, what does the phrase means?
2. What are the functions of communication and media?
3. Which of the discussed media forms do you think will have the most impact
or influence to people and to the society as a whole? Why?
4. Discuss briefly the Normative Theories.

VI. REMARKS Learners have completed an activity and were able to describe the nature of communication and
how communication is affected by media and information.
VII. REFLECTION Learners were able to understand that the message that they intend to send or communicate is
likely to be misunderstood. Therefore, they should be aware in interpreting the message including
the signs and some connected concepts that may affect.
A. No. of learners who earned 80%
in the evaluation.

B. No. of learners who require

additional activities for
remediation who scored below
80%.

C. Did the remedial lessons work?

No. of learners who have caught
up with the lesson.

D. No. of learners who continue to

require remediation

E. Which of my Teaching strategies

worked well? Why did these
work?

F. What difficulties did I encounter

which my principal or supervisor
can help me solved?

G. What innovation or localized

materials did I use/ discover
which I wish to share with other
teachers?

Prepared by:

Jhelsea S. Yumul
SHS Teacher, Media and Information Literacy

Checked by:

Perlita C. Fermin, Ma.Ling.

Principal, Basic Education Department
ACTIVITY NO. 3 in Media and Information Literacy