Chapter 2. Lesson 1.

Media Language: Codes and Conventions

What are codes and conventions?
Codes are systems of signs and symbols which create meaning.
Types of Codes
1. Technical codes are ways in which equipment such as camera work in a film.
Examples: lighting and exposure techniques are used to tell the story.

2. Symbolic codes show what is beneath the surface of what we see.

Examples: objects, setting, body language, clothing, color, and background and
action of character to show the feeling
3. Written codes refer to the use of language style and textual layout.
Examples: heading, caption, and font size and style or face and font color in a poster
Conventions are the generally accepted ways of doing something.
In creating advertisement, you should also consider the following:
• Appeal to emotion is an advertising technique when advertisers appeal to the
emotional needs and experiences of human being
• Association is an advertising technique whereby products are associated with
the people values and lifestyle
• Camera angles are camera position when taking shots
• Camera shots is the distance between the camera and the subject
• Caption is a statement describing the contents of an ads placed below, above
or side of the picture it describes
• Demographics are the common characteristics of the population such as age,
gender, income
• Message is the communication sent by media to the audience
• Slogan is a short, memorable phrase about the product
• Target audience is a specific group of people that media producers or
advertisers want to reach
• Text are words that are read or viewed
• Visual is a photo, image or graphic
 MEDIA AND INFORMATION LITERACY (MIL)
Media and Information Languages (Part 1) Genre, Codes and Conventions

What is genre?
- comes from the French word meaning 'type' or 'class'
- can be recognized by its common set of distinguishing features (codes and
conventions)
What are codes and conventions?
CODES
► are systems of signs, which create meaning
CONVENTIONS
► are the generally accepted ways of doing something

Technical Codes
►ways in which equipment is used to tell the story (camera techniques, framing, depth
of fields, lighting and exposure, etc.)
 Basic Camera Movements
Pan - Moving the camera lens from left to right, or vice versa. You should never pan
more than your head can move from left to right
Tilt - Moving the camera upwards and downwards. The same rules apply for tilt, you
should not tillt more than your head can.
Truck - Moving the camera physically from left to right, or vice versa whilst remaining
perpendicular.

Symbolic Codes
► show what is beneath the surface of what we see (objects, setting, body language,
clothing, color, etc. )
Written Codes
►use of language style and textual layout (headlines, captions, speech bubbles,
language style, etc.)
 Chapter 2. Lesson 3. Legal And Ethical Issues In Media And Information
EXPLORE

What is intellectual property?

Intellectual property (IP) is the creation of the mind that is unique and original and is
protected in law. It includes inventions, literary and artistic works, designs, symbols,
logo, names, images used in commercial enterprises.
There are several types of IPs. These are copyright, patent, trademarks, and
industrial design. We will now focus on intellectual property here.
- Copyright is anchored in the Republic Act No. 8293 or The Intellectual Property
Code of the Philippines of 1997. Section 172.2 of the aforementioned R.A.
states that “Works are protected by the sole fact of their creation, irrespective of
their mode or form of expression, as well as of their content, quality and
purpose.”
- Copyright describes the right of the creators over their literary or artistic works
written, recorded, built, crafted, whether published or unpublished such as books,
films, TV shows, software or computer systems, paintings, sculptures,
advertisement

What is Fair use?

Fair use means you can use copyrighted materials without license for certain
purposes such as:
- Commentary
- Criticism
- Reporting
- Research
- Teaching
Provided you follow some guidelines that follows
- Majority of the work you create must be your own
- Give credit to the rightful owner
- Do not reproduce the material for commercial purposes
CREATIVE COMMONS is an American non-profit organization devoted to expand
the range of creative works available for others.
Core Principles of CREATIVE COMMONS
• Attribution- it means you must give credit to the rightful owner
• Non-commercial- you are not allowed to reproduce and sell the intellectual
property of others
• No derivative works- you are not allowed to change the content of copyrighted
material
• Share Alike- you can change the content, but you have to allow other people
use your work with the same license as the original
WHAT IS INTELLECTUAL PROPERTY?
INTELLECTUAL PROPERTY (IP)
- refers to creations of the mind, such as inventions; literary and artistic works;
designs; and symbols, names and images used in commerce
 TYPES OF INTELLECTUAL PROPERTY

1. Copyright
- a legal term used to describe the rights that creators have over their literary and

artistic works

- books, music, paintings, sculpture and films, to computer programs, databases,

advertisements, maps and technical drawings

REPUBLIC ACT 8293 INTELLECTUAL PROPERTY CODE OF THE PHILIPPINES

2. Patent

- an exclusive right granted for an invention

provides the patent owner with the right to decide how - or whether -
the invention can be used by others

3. Trademarks

- a sign capable of distinguishing the goods or services of one

enterprise from those of other enterprises.
4. Industrial Design
• constitutes the ornamental or aesthetic aspect of an article
• may consist of three-dimensional features, such as the shape or surface of an
article, or of two dimensional features, such as patterns, lines or color

5.Geographical Indications and Appellations of Origin

• signs used on goods that have a specific geographical origin and possess
qualities, a reputation or characteristics that are essentially attributable to that
place of origin most commonly includes the name of the place of origin of the
goods.

FAIR USE
Fair use - means you can use copyrighted material without a license only for certain
purposes. These include:
• Commentary
• Criticism
• Reporting
• Research
• Teaching
Guidelines for Fair Use - A majority of the content you create must be your own.
- Give credit to the copyright holder
- Don't make money off of the copyrighted work.
Creative Commons
Attribution: You must credit the creator.
Non-Commercial: You can't make a profit.
No Derivative Works: You can't change the content.
Share Alike: You can change the content, but you have to
let other people use your new work with the same license
as the original.
 Chapter 2. Lesson 4. Ethical Issues of Media and Information
Most common ethical issues of online users
• Digital Divide means inequality between groups in terms of access, use and
knowledge of information and media. The divide within countries means
inequalities between individuals, household and business at different socio-
economic levels. While the global digital divide refers to the inequality between
developing and developed countries on an international scale.
• Computer addiction refers to the excessive use of computers and related
gadgets such as mobile devices to the extent that it interfere a person’s daily life.
It may interfere with work, study or sleep which affect mental health and well-
being since it affects social interaction, moods, and relationship.
• Cyber bullying refers to bullying with the use of technology and Internet such as
cellphone, computer, tablet, iPad, communication tools and social media sites,
text messages, chat. Demeaning or insulting messages or emails, rumors spread
through technology, posts on social networking sites, humiliating photos or
videos or fake profiles shared or uploaded across social media platforms are
examples of cyber-bullying.
How can we overcome those challenges posed by media and information?
We are living in digital age. However, there are some populations who have limited or
inadequate access to the Internet or information technology in general. But some
demographics may be group by region, have good enough access to Internet or
information technology which includes computers, televisions ,telephones and gadgets.
The gap between these two is what we call digital divide This happens in developing
countries. Some initiatives by various groups had been done to bridge the gap. The
initiatives include:
1. Increase digital literacy. That is to improve the digital literacy. Digital literacy is
the ability to use computing devices.
2. Provide operational incentives to information and communication technology
entities. This lies on the existing policies of the government
3. Develop relevant and local content in addition telecommunications infrastructure.
The society as a whole should be digital literate.
4. Promote innovations geared towards overcoming the digital divide. There should
be collaboration among digital companies.
There are so much information in the cyberspace. When you surf on the
Internet, there are times you land on good or bad sites. Almost all information is
available on the net. People are hooked to computer simply because of so much things
we can do when we go online. Online games touch people sensitive aspect of life such
as success, power and recognition. This is the reason why people are addicted and
spent money to play these games. This is alarming especially for kids and teens.
Generally, parents can prevent this by encouraging their children to divert attention such
as:
1. Stimulate the children to involve in sports. Playing sports help to be active and
healthy.
2. Inspire the children to join choir, dance group and the like. This is to nurture the
God-given talent to become productive.
3. Motivate the children to spend time with God. In despair or in sadness, God will
lift the spirit instead of using gadgets and playing game to ease loneliness and
boredom.
4. Encourage to spend quality time with family. Have a family bonding or outing that
will make the whole family happy.
5. Push the children to read good books. Reading books will fill your mind with
knowledge and as you go deeper, you will enjoy.
Cyber-bullying is one of the main social issue that all of us should be aware and deal
with to avoid devastating effect specially to kids and teens those are group are prone to
this. Here are some tips to combat cyber-bullying:
1. Know that it is not your fault. If someone is harsh to you, you must not blame
yourself.
2. Do not react. Refrain from getting back to bully to stop the chain reaction
3. Save the evidence. Capture the evidence of bullying for filing case to court since
we have cyber-crime law.
4. Ask for help, Look for a relative, friend, or someone you can trust who will listen,
help you process what is going on.
5. Block the person. Most social media platforms service allow you block or report a
bully. If you are threaten of physical harm, report the harassment to the police/
6. Protect your accounts. Do not share your username and password to anyone so
that no one can impersonate you.
 Legal, Ethical, and Societal Issues in Media and Information (Part 2)
Digital Citizenship, Netiquette, Digital Footprints and Digital Issues in the
Philippines
WHAT IS DIGITAL CITIZENSHIP?
Digital Citizenship
• is the norms of appropriate, responsible technology use
• a holistic and positive approach to helping children learn how to be safe and
secure, as well as smart and effective participants in a digital world

WHAT IS NETIQUETTE?
Netiquette
• set of rules for behaving properly online
• respecting other users’ views and displaying common courtesy when posting
your views to online discussion groups
Rule 1: Remember the Human

Rule 2: Adhere to the same standards of behavior online that you follow in real life

Rule 3: Know where you are in cyberspace

Rule 4: Respect other people’s time and bandwidth

Rule 5: Make yourself look good online

Rule 6: Share expert knowledge

Rule 7: Help keep flame wars under control

Rule 8: Respect other people’s privacy

Rule 9: Don’t abuse your power

Rule 10: Be forgiving of other people’s mistakes

A digital footprint is a trail of data you create while using the Internet.
 TYPES OF PLAGIARISM
Sources Not Cited Sources Cited
The Ghost Writer The Forgotten Footnote
The Photocopy Misinformer
The Potluck Paper The Too-perfect Paraphrase
The Poor Disguise The Resourceful Citer
The Labor of Laziness The Perfect Crime
The Self-stealer
What is plagiarism?
Plagiarism
• the act of using another person's words or ideas without giving credit to that
person
• The practice of taking someone else's work or ideas and passing them off as
one's own.
TYPES OF PLAGIARISM: SOURCES NOT CITED
1. "The Ghost Writer"
The writer turns in another's work, word-for-word, as his or her own.
2. "The Photocopy"
The writer copies significant portions of text straight from a single source, without
alteration.
3. "The Potluck Paper"
The writer copies from several different sources, tweaking the sentences to make
them fit together while retaining most of the original phrasing.
4. "The Poor Disguise"
The writer has altered the paper's appearance slightly by changing keywords and
phrases.
5. "The Labor of Laziness"
The writer takes the time to paraphrase most of the paper from other sources
and make it all fit together.
6. "The Self-Stealer"
The writer "borrows" generously from his or her previous work.
 TYPES OF PLAGIARISM: SOURCES CITED (BUT STILL PLAGIARIZED)
1. "The Forgotten Footnote"
The writer mentions an author's name for a source, but neglects to include
specific information on the location of the material referenced.
2. "The Misinformer"
The writer provides inaccurate information regarding the sources, making
it impossible to find them.
3. "The Too-Perfect Paraphrase"
The writer properly cites a source, but neglects to put in quotation marks
on text that has been copied word-for-word, or close to it.
4. "The Resourceful Citer"
The writer properly cites all sources, paraphrasing and using quotations
appropriately. The catch? The paper contains almost no original work!
5. "The Perfect Crime"
The writer properly quotes and cites sources in some places, but goes on
to paraphrase other arguments from those sources without citation.

WHAT ABOUT IMAGES, VIDEOS, AND MUSIC?

Without receiving proper permission or providing appropriate citation, the following are
considered plagiarism:
• Copying media (especially images) from other websites to paste them into your
own papers or websites.
• Making a video using footage from others' videos or using copyrighted music as
part of the soundtrack.
Without receiving proper permission or providing appropriate citation, the following are
considered plagiarism:
• Performing another person's copyrighted music (i.e., playing a cover).