Media and Information Literacy Quarter 1 Week 5-8

12
Media and Information

Literacy
Quarter 1 Week 5-8
Media and Information Literacy
Alternative Delivery Mode
Quarter 1 – Module 2
First Edition, 2020
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Government of the Philippines. However, prior approval of the government agency or office wherein the
work is created shall be necessary for exploitation of such work for profit. Such agency or office may,
among other things, impose as a condition the payment of royalties.
Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names, trademarks, etc.)
included in this module are owned by their respective copyright holders. Every effort has been exerted to
locate and seek permission to use these materials from their respective copyright owners. The publisher
and authors do not represent nor claim ownership over them.
Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio
Development Team of the Module

Writer: SHERILENE B. PAMINTUAN Malinta SHS, SDO-Valenzuela
Editors: Rosarie R. Carlos
Reviewers: Rosarie R. Carlos
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MEDIA AND INFORMATION LITERACY

K-12 CURRICULUM
What This Module is About
As 21st century learners in the fast evolution of technology generation, knowledge is created and
distributed in all forms and formats. Media and information now are becoming more dynamic that it can be
found anywhere especially in the world of technology communication. And as future media and information
literate individuals, we will be able to learn to deal with information, analyze and recognize them.
Information deserves recognition in allowing individuals to express their own ideas and opinions without
discrimination. MIL teaches us to use information and media content in an ethical, efficient, and effective
manner.
This Module is a second part for the subject in Media and Information Literacy that summarizes the
basic concepts of MIL for you to fully understand better and appreciate more challenging, exciting, and
interesting topics.
This module contains varied activities to help you become not only just an information literate
individual, but also a creative and critical thinker, responsible user, and competent producer of media and
information.
Following are the lessons contained in this module:
1. The Media.
2. Media Convergence
3. Types of Media
4. Lesson Activities
How to Learn from this Module

To achieve the preceding objectives, you are to do the following:
 Take your time reading the lessons carefully.
 Follow the directions and/or instructions in the activities and exercises diligently.
 Answer all the given tests and exercises.

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LESSON 5: Types of Media
At the end of this module, you should be able to:
Compare and contrast how one issue or news is presented through the
different types of media. (MIL11/12IMIL-IIIa-2)
Photo courtesy from:
www.marketbusinessnews.com
Directions: Write PM for “Print Media”, write BM for “Broadcast Media” and NM for “New or Digital Media”.
_______1 Manila Bulletin Newspaper
.
_______2 Media and Information Literacy on Youtube Valenzuela Live
.
_______3 Avengers: End Game shown on theaters
.
_______4 Christmas in Our Hearts on Spotify
.
_______5 Yes! Magazine
.
_______6 24 Oras on GMA 7
.
_______7 Catriona Grey’s Instagram Account
.
_______8 Barangay Love Stories on 97.1 WLS FM
.
_______9 Ang Probinsiyano aired on ABS CBN
.
______10 Harry Potter Books Complete Series Set Collection
.
In the previous module, we learned about The Evolution of Traditional Media to New Media which
talks about the traditional media connecting to the new era of media.

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Activity 1: Identify the following types of media and write your answers on the blank. Refer to the choices
from the table below.
RADIO NEWSPAPER MAGAZINE

SOCIAL MEDIA TELEVISION FILM/MOVIE
____________1. Manila Bulletin, Phil. Daily Inquirer, Filipino Star Ngayon, Tempo
____________2. Sony, Samsung, LG, Panasonic, Devant
____________3. Facebook, Twitter, Instagram
____________4. Star FM, MOR, Barangay LS, Love Radio
____________5. Yes!, FHM, Bazaar, Cosmopolitan, Preview, Philippine Digest
____________6. Wonder Woman, Captain America, Black Panter, Avengers: End Game
Activity 2: Read the situation and answer the

questions below.
The Black Death of the Bubonic Plague was a
devastating global epidemic of bubonic plague that
struck Europe and Asia in the mid-1300s. It killed
many people around the world.
.

https://www.nationalgeographic.com
Answer the following questions:
1. How did the people from the places know about the Bubonic Plague? What medium of
communication did they use?
_______________________________________________________________________________
_____________________________________________________________
2. Comparing it to our times today, how hard it is to share information before than today?
_______________________________________________________________________________
_____________________________________________________________
RUBRICS:

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What is Media?
In general, "media" refers to various means of communication. For example, television, radio, and
the newspaper are different types of media. The term can also be used as a collective noun for the press or
news reporting agencies. In the computer world, "media" is also used as a collective noun but refers to
different types of data storage options.
Media Convergence
Some of us still watch television, listen to radio programs, and read newspapers or magazines while
enjoying the new forms of digital media. This is the norm among Filipino families that value the need for the
old and new media. While it is true that television, radio, and newspapers are still accessible as stand-alone
media, the digital media have transformed them into one compact interactive media because of media
convergence.
What is media convergence? Media convergence may
be defined in different ways. This may refer to the process of
combining print, audio, and video into digital form to operate
in synergy. This may also be defined as the “coming together
of computing, telecommunications, and media in digital
environment” (Bucy 2005). It may also refer to the merger or
partnership of two media organizations, such of two media
organizations, such as a broadcast network and a
telecommunications company, so that users can access
television content on mobile phones.
https://www.youtube.com/watch?v=NM8dLz-nmlw
Different Media Types
Media may be classified into three major types according to format:

a. Print media
b. Electronic, both broadcast and non-broadcast media
c. Digital media.
A. Print Media
Print media include newspapers, books, magazines, posters, flyers, and brochures.

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Print Media is a means of mass communication in the form of
printed publications. It comprises of magazines, newspapers,
books, circulars, journals, pamphlets, and periodicals. Print Media
is an incredibly important part of the marketing mix and can help
businesses to engage their target audiences and extend their
reach to potential customers by investing in it.

https://www.quora.com/What-is-print-media
Types of Print Media
Newspaper
Newspapers are the most popular form of print media to

explorer your brand. You can choose from a wide range of
different types of newspapers, including national, regional, or
local titles published weekly, daily, or Sunday editions, to cater
to different target audiences.

https://www.quora.com/What-is-print-media
Magazines
Advertisers can use magazines to target specific market

segments. It offers extensive readership choices with a mix of
content, including food, sport, hobbies, fashion, health, and
current affairs. Many magazines provide coverage of specific
industries that are published weekly, monthly, quarterly, or
annually. Audiences can be reached by placing eye-catching,
simple, and elegant ads in magazines with well-defined Photo courtesy from:
geographic, demographic, or lifestyle focus but costs a bit https://www.campaignlive.co.uk/article
more.
Banners
Banners are an effective print marketing tool to advertise new

offers and deals of your business. Banners are lightweight and
flexible and can be used repetitively at various public events and
meetings, reaching a wider audience.
Although digital marketing has exploded quickly, print media

advertising is still innovative in today’s digital age.
https://www.signs.com/feather-flag-banners/

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B. Broadcast Media
Broadcast media is the most expedient means to transmit information immediately to the widest possible
audience, although the Internet currently challenges television as the primary source of both news and
other recreational content (e.g., movies, sitcoms, etc.). Broadcast media refers to primarily television and
radio, although broadcasting companies have expanded to offer digital offerings including media streaming
applications and other robust web-based offerings.
Integration of the Internet has increased the pressure on broadcast media groups to deliver high quality
information with minimum cost. To control costs, improving operations is
more important for these groups now than ever before - this includes
streamlining processes such as transmission and infrastructure
management, content development, studio management and news
operations.
What types of information are available in the broadcasting media?
The broadcasting media provides valuable information, for example

speeches, documentaries, interviews, advertisements, daily news,
financial markets and much more. The latest (newest/most up to date)
information can be found here.
Television is Still a Power Player
Television is still one of the most creative forms of broadcast media because there is an
ability to tell visually compelling stories infused with effective emotionality and humor.
Despite the omnipresence of the Internet, television provides great reach for businesses. And
make no mistake about it; business runs broadcasting. Almost everyone owns a television.
With the reach that television has, especially in advertising, most larger companies with
major budgets continue to use this medium as their primary sales tool.
 During a highly rated prime time show on a major network; there is a captive audience
of approximately 10 million people.
 Or consider the clamor the day after each Super Bowl.
 Special event ads like these are memorable, giving maximum exposure and creating
powerful brand recognition for those goods and services.
 Such ads can yield millions of dollars per minute of airtime.
 The ads tend to be creative and dynamic, so consumers remember them.
Radio can Make a Local Impact
Radiomay be a minor player among broadcast media, but it is still a player all the same.
 Radio tends to go local.
 For advertising and public relations, radio is less expensive to sell.
 Radio ads have the advantage of being easier to produce, ensuring a quicker
turnaround than for print or television advertising.
 Radio is not dependent upon expensive and complicated equipment for remote
broadcasts and activities.
 This can be ideal for local businesses who want to show community engagement and
still connect with a local audience of consumers.
 Pew Research has reported that in one week approximately 91% of consumers listened
to radio. Any way you cut it, that’s still great exposure.
C. Digital Media

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The digital era, however, meant a whole new set of media transmission methods https://www.gradybritton.com
and devices, with more
developed every year. These days, most types of digital media fit into one of these main subgroups:
a. Audio: Audio refers to the digital media we listen to. We can listen to audio by streaming it online or
listening to .mp3 or .mp4 files (among others) offline.
Some examples of digital audio include:
 Songs produced for video streaming sites (e.g. Youtube)
 Songs that are sold digitally (via marketplaces like iTunes and Google Play)
 Video or computer game soundtracks
 Audio transmitted over the internet (VoIP)
b. Video: Video is both visual and auditory. Like audio, it can be accessed both online and offline.
Here are some examples of digital video:
 Videos produced for video streaming sites
 Movies that can be streamed or downloaded from the internet
 Live video (for example, webcam chats or online conferencing)
c. Social media: Social media includes sites such as Twitter, Facebook, Instagram, LinkedIn, and
Snapchat, which enable their users to interact with one another through text posts, photographs, and
videos, leaving “likes” and comments to create conversations around pop culture, sports, news,
politics, and the daily events of users’ lives.
d. Advertising: Advertisers have made their way into the digital media landscape, taking advantage of
marketing partnerships and advertising space wherever possible. The internet has moved away from
the use of pop-up and autoplay ads, which flooded early websites and drove away visitors. Instead,
advertisers look toward native content and other methods of keeping consumers invested without
overselling their product.
e. News, literature, and more: Traditionally, people consumed text via books, print newspapers,
magazines, and the like. Even though digital media has proliferated, the desire for those kinds of
reading experiences has endured. Research from the Pew Research Center indicates that 38% of
adults in the U.S. read news online. The proliferation of literary websites, the popularity of resources
like Wikipedia, and the rise of e-readers like the Kindle all further underline the continued importance of
written work in digital media.
f. Ebooks: An ebook is a book published in a digital format. This could mean anything from a 10-page
PDF on weight loss to a work of literature sold digitally and accessed via an e-reader.
Ebooks serve many different purposes. Some types of short commercial ebooks, such as white
papers, demonstrate an organization’s expertise on a certain topic. Others, like the weight loss ebook
mentioned above, serve as lead magnets in digital marketing (they are given away for free in exchange
for the reader’s email address, which can then be used for marketing purposes).
g. Blog Posts/Articles: Blog posts and articles are another type of digital media. They are shorter
than ebooks, can be accessed online, and can typically be read in five to 20 minutes.
The purpose of a blog post or article is to quickly inform the audience about a certain topic. They
may be written by:
 A personal blogger
 A journalist
 A company
h. Video Games: Video games are designed for people’s entertainment. They are typically played on
a gaming console, though some types of games can also be played on a computer, tablet, or
smartphone. A video game incorporates many types of digital media, including art, text, and video.

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i. Film/Movie:While the presence of digital media has caused lots of
changes in many sectors of the economy, its influence in the
movie industry is very easy to relate to.
Digital media has moved the movie industry from the age
of making use of analog film cameras to the age of making
use of only digital cameras.
j. Virtual Reality: Finally, a new type of digital media that is

https://res.cloudinary.com/springbobecoming steadily more popular is virtual reality. Virtual reality
ard-images involves wearing a headset and viewing an immersive digital
experience. This experience might include colors, sounds, or
highly realistic graphics and video.
Activity 3: Identify the types of Media shown in the table below. Mark check if it is Broadcast Media, Print
Media, Film, New Media.
Broadcast Print New

Types of Media Film
Media Media Media
1. Bubble Gang official Facebook Page
2. Crash Landing on You on Netflix
3. Promotional Poster posted in Malinta SHS
4. Media and Information Literacy textbook
5. Bruno Mars Playlist on Spotify.
6. State of the Nation aired in GMA News TV
7. Marvel Comics uploaded on Website
8. Train to Busan 2: Peninsula shown in theaters
9. The Philippine Star
10. Perfect Christmas by Jose Mari Chan on Love
Radio
Activity 4: Give at least five (5) examples of the following types of media:
1. Print media
_______________________________________________________________________________
_____________________________________________________________
2. Broadcast media
_______________________________________________________________________________
_____________________________________________________________
3. Digital media
_______________________________________________________________________________
_____________________________________________________________

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Directions: Look for any type of media of your choice, copy/cut/print and paste them on a space provided
below. Give a brief explanation on how your chosen media helps you in your study.
Paste your media here…
Multiple Choice: Choose the best answer from the given choices.
1. In this type of media, people relied on newspapers and magazines to learn everything, from recipes
and entertainment news to important information about the country of the world.
A. Print Media B. Broadcast Media C. Digital/New Media
2. In this type of media, contents are categorized and distributed on digital platforms.
3. Media such as radio and television that reach target audience using airwaves as transmission
medium.
4. Media consisting of paper and ink, reproduced in a printing process.
5. Satellite is an example of what type of media.
6. What type of media does magazines belongs to?
7. Contrary to print media, this type of media airs audio and video materials for the public’s interest,
information, or leisure.
8. Newspaper belongs to what type of media.
9. Internet belongs to what type of media.
10. From the given choices, which one is an example of new media?
A. Cellphone B. Brochure C. Radio

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REFERENCES:
 Media definition. (n.d.). The Tech Terms Computer
Dictionary. https://techterms.com/definition/media
 What is print media? (n.d.). Quora - A place to share knowledge and better understand the
world. https://www.quora.com/What-is-print-media
 Captcha. (n.d.). Captcha. https://www.arksidemarketing.com/wp-conten
 Broadcast media. (n.d.). https://www.ufh.ac.za/library/InfoLit/media.html
 Broadcast media — TOP agency. (n.d.). TOP Agency. https://topagency.com/glossary/broadcast-
media-definition/
 Resources for improving broadcast media operations | OpsDog. (n.d.). OpsDog: Business
Improvement Services & Downloads. https://opsdog.com/industries/broadcast-media
 What is digital media? All you need to know about new media. (2020, March 4). Maryville
Online. https://online.maryville.edu/blog/what-is-digital-media/
 The different types of media - Quiz. (n.d.). Quizizz: Free quizzes for every
student. https://quizizz.com/admin/quiz/5dd4be6f0415b9001be5bd66/the-different-types-of-media
Para sa mga katanungan o puna, sumulat o tumawag sa:
Department of Education - Bureau of Learning Resources (DepEd-BLR)
Ground Floor, Bonifacio Bldg., DepEd Complex
Meralco Avenue, Pasig City, Philippines 1600 Telefax: (632) 8634-1072; 8634-
1054; 8631-4985
Email Address: blr.lrqad@deped.gov.ph * blr.lrpd@deped.gov.ph

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First Edition, 2020




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manner.
interesting topics.
information.
1. Information Sources
2. The Library as Source of Information
3. Indigenous Media
4. The Internet as Source of Information


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LESSON 6: Media and Information Sources

Contrast the indigenous media with the common sources of
information such as library, internet, etc. (MIL11/12IMIL-IIIa-
6).

https://www.quora.com
Directions: Identify on what information source you remember on the photos shown below. Write your
answer on the space provided.
1. 2. 3.
4. 5. 6.
7. 8. 9.
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In the previous module, we learned about the various Types of Media such as Print Media,
Broadcast Media, and Digital/New Media.
Activity 1: Complete the concept map by providing words or phrases on different types of Media.
Activity 2: Arrange the scrambled letters to identify the correct things found in the library. Write
your answers on the space provided.
1. GOLATAC ____________________
2. KOOSB ____________________
3. TERMOCUP ____________________
4. SEVLEHSKOBO ____________________
5. ZAGAMNIE ____________________
6. SUMANSTPIRC ____________________
7. LASDEM ____________________
8. BEGLO ____________________
9. TONLESKE ____________________
10. REPAPSWEN ____________________
Information Literacy
Information literacy is the ability to find, evaluate, organize, use, and communicate information in all its
various formats, most notably in situations requiring decision making, problem solving, or the acquisition of
knowledge. It is a combination of research skills, critical thinking skills, computer technology skills, and
communication skills. Information literacy is essential for academic success, effective functioning in the
workplace, and participation in society as knowledgeable citizens.
Things to Consider in Evaluating Information

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 Reliability
 Accuracy
 Value
 Authority
 Timeliness
A. 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.
B. 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.
Skills in Determining Accurate Information

1. Look for facts.
2. Cross-reference with other sources for consistency.
3. Determine the reason for writing and publishing the information.
C. Value of Information
Information is said to be of value if it aids the user in making or improving decisions.
D. Authority of the Sources

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 expert on the
subject matter are considered as having sound authority on the subject.
 Who authored or published the information?
 Is the source credible?
E. 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
Skills in Determining the Reliability of Information

1. Check the Author
2. Check the Date of Publication or of update
3. Check for Citations
4. Check the Domain or owner of the site/page.
 .com – commercial
 .gov – government
 .edu – educational
 .org – nonprofit organization
 .mil – military
Three Types of Resources
In general, there are three types of resources or sources of information: primary, secondary, and tertiary. It
is important to understand these types and to know what type is appropriate for your coursework prior to
searching for information. (Mary Woodley, CSUN Oviatt Library)
1. Primary sources are original materials on which another research is based, including:

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 Original written works – poems, diaries, court records, interviews, surveys, and original
research/fieldwork, and
 Research published in scholarly/academic journals.
2. Secondary sources are those that describe or analyze primary sources, including:
 Reference materials – dictionaries, encyclopedias, textbooks, and
 Books and articles that interpret, review, or synthesize original research/fieldwork.
3. Tertiary sources are those used to organize and locate secondary and primary sources.
 Indexes – provide citations that fully identify a work with information such as author, titles of
a book, article, and/or journal, publisher and publication date, volume and issue number and
page numbers.
 Abstracts – summarize the primary or secondary sources,
 Databases – are online indexes that usually include abstracts for each primary or secondary
resource and may also include a digital copy of the resource.
Types of Information Sources
Information can come from virtually anywhere — media, blogs, personal experiences, books, journal and
magazine articles, expert opinions, encyclopedias, and web pages — and the type of information you need
will change depending on the question you are trying to answer. Look at the following sources of
information. Notice the similarities between them. (Source: VirginiaTech Library)
A. Books
Books cover virtually any topic, fact, or fiction. For research purposes, you will probably be looking for
books that synthesize all the information on one topic to support a particular argument or thesis.
Libraries organize and store their book collections on shelves called "stacks."
Use of Books:
 When looking for lots of information on a topic
 To put your topic in context with other important issues
 To find historical information
 To find summaries of research to support an argument
B. Encyclopedia
Encyclopedias are collections of short, factual entries often written by different contributors who are
knowledgeable about the topic.
There are two types of encyclopedias: general and subject. General encyclopedias provide concise
overviews on a wide variety of topics. Subject encyclopedias contain in-depth entries focusing on one
field of study.
Use of Encyclopedia:
 When looking for background information on a topic.
 When trying to find key ideas, important dates, or concepts.
C. Academic Journals
 A journal is a collection of articles usually written by scholars in an academic or professional field.
 An editorial board reviews articles to decide whether they should be accepted.
 Articles in journals can cover very specific topics or narrow fields of research.
Use of Academic Journals
 When doing scholarly research
 To find out what has been studied on your topic
 To find bibliographies that point to another relevant research
D. Databases
A database contains citations of articles in magazines, journals, and newspapers. They may also
contain citations to podcasts, blogs, videos, and other media types. Some databases contain abstracts
or brief summaries of the articles, while other databases contain complete, full-text articles. When you
want to find articles on your topic in magazines, journals, or newspapers.
Use of Databases
 EBSCOhost

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 Sabinet
 Emerald
 ScienceDirect
 Jstor
E. Magazine
A magazine is a collection of articles and images about diverse topics of popular interest and
current events. Usually these articles are written by journalists or scholars and are geared toward the
average adult. Magazines may cover very "serious" material, but to find consistent scholarly
information, you should use journals.
Use of Magazine
 To find information or opinions about popular culture
 To find up-to-date information about current events
 To find general articles for people who are not necessarily specialists about the topic
 Drum
 You
 Time
 National Geographic
F. Library Catalog
A library catalog is an organized and searchable collection of records of every item in a library
and can be found on the library home page. The catalog will point you to the location of a
particular source, or group of sources, that the library owns on your topic.
Use of Library Catalog:
 To find out what items the library owns on your topic.
 To find where a specific item is in the library.
G. Internet
The Web allows you to access most types of information on the Internet through a browser. One of the
main features of the Web is the ability to quickly link to other related information. The Web contains
information beyond plain text, including sounds, images, and video. The important thing to do when
using information on the Internet is to know how to evaluate it!
Use of Internet:
 To find current information
 To find information about companies
 To find information from all levels of government - federal to local
 To find both expert and popular opinions
 To find information about hobbies and personal interests
Examples:
 www.deped.gov.ph
 www.webopedia.com
The Media as Information Source
One of the primary role’s media plays is to inform. From news to

current affairs to lifestyle subjects, weather reports to celebrity
updates, educational subjects to recreational details and more, the
whole array of data the media offers make it an invaluable source
of information.
Kennedy and Nixon Hold Final Debate, October 21, 1960
Please watch Media Sources

https://www.youtube.com/watch?v=JmImdMvdpJ8
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In 1960, presidential candidates Richard Nixon and John F. Kennedy participated in a debate. Some
people listened to the debate on the radio, while others watched it on television. Afterward, most radio
listeners thought Nixon won the debate, but most television viewers thought Kennedy won. How can this
be?
Americans use several different media sources to gain information about the government. A media source
is any resource that serves as a means of communicating to a general, public audience. These sources are
important because the medium in which we receive a message shapes the message.
For example, television is a kind of visual media. The
combination of pictures and words often evoke an emotional
response from viewers. Television viewers typically
remember how a news story made them feel, rather than the
details of the story. On the other hand, readers are much
more likely to remember the details of a news story when
they have read an article in the newspaper.
So, while Nixon made several good political points during
the debate, radio listeners were unable to see his sweating Photo courtesy from:
and uneasiness. Kennedy was photogenic and appeared https://www.politico.com/story/2017/10/21/kenned
y-and-nixon-hold-final-debate-oct-21-1960-243915
calm and assured next to Nixon.
The library as Source of Information
The library in its most traditional sense is defined by the Merriam- Webster’s dictionary as a place
where books, magazines, and other materials (such as videos and musical recordings) are
available for people to use or borrow. Since it hosts a collection of information materials, this is a
place where people go –or at least used to go- for research or to simply read.
Types of Libraries
 Academic Library
o Serves colleges and universities
 Public Library
o Serves cities and towns of all types
 School Library
o Serves students from kindergarten to Grade 12
 Special Library
o Are in specialized environments, such as hospitals, corporations, museums, the military,
private, business and the government.
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 on 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.
Indigenous Media

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What is Indigenous?
Native; local; originating or produced naturally in a particular region/locality.
Indigenous Knowledge
A knowledge that is unique to a specific culture or society; most often it is not written down
Indigenous Communication
Transmission of information through local channels or forms. It is a means by which the culture is
preserved, handed down and adapted.
Indigenous Media
May be defined as forms of media expression conceptualized,

produced, and circulated by indigenous peoples around the globe
as vehicles for communication.
Indigenous media varies from one place to another. The teacher

may look for local examples of how communication is passed on
within local communities. Key to this is identifying the source of
information and the key authorities in a community. Local
meetings such as kapihan, balitaktakan, and kwentong barbero Photo courtesy from:
are some examples of how news and stories are passed on within https://sites.google.com/view/elearningmil/les
sons/the-media-and-information-sources?auth
a community. user=0
 Popular media cannot reach some rural areas. While print, broadcast, and new media have a wide
reach, there are still areas that these forms of media have not reached.
 Indigenous media and information are highly credible because they are near the source and are
seldom circulated for profit.
 Indigenous media are channels for change, education, and development because of its direct
access to local channels.
 Ignoring indigenous media and information can result in development and education programs that
are irrelevant and ineffective.
Indigenous Media and Information

Original information created by a local group of people. This also refers
to content about indigenous peoples that may be distributed through
dominant forms of media or through forms of communication unique to
their people group.
Forms of Indigenous Media:

1. Folk of Traditional Media
2. Gatherings and Social Organizations
3. Direct Observation
4. Records (written, carved, oral)
5. Oral Instruction
The Internet as Source of Information
Abundance, availability, and accessibility are the three key

aspects of Internet as a source of information. The World
Wide Web has considerably grown from its introduction in
1991. Internet Live Stats has reported over a billion of
registered websites.

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Indeed, it is impossible to run out of content from the web of information known as the Internet. Experts,
scientists, professionals, intellectuals, have pooled their works and resources together in cyberspace. By
allowing the free flow of information from different sources, the Internet has made information available to
all.
The existence of wireless connection and mobile gadgets made access to the Internet easier and ever
present. All these three combined accounts for Internet’s reputation as the leading source of information in
the digital age.
Evaluating Information Found on the

Internet:
As you find information, you need to review

and evaluate that information
for quality and relevancy. A clearly, well-
defined topic allows you to quickly eliminate
irrelevant information; if you developed
questions and rationale, revisit it as you review
your information sources to determine
the relevancy of that information to your topic.
Evaluating the quality of your information
requires you put your critical and creative
thinking skills to use.
Eastern Kentucky University Libraries has

developed the following basic criteria - based
on the work of Paul & Elder - for evaluating
information:
 Accuracy - content is grammatically
correct, verifiable, and cited when
necessary
 Author – defines who created the
content, the individuals or group's
credentials/expertise and provides
contact information
 Currency - information is current and
updated frequently
 Fairness – content is balanced,
presenting all sides of an issue and
multiple points-of-view
 Relevance - content is relevant to your topic or research
Activity 3: Guide Question.
1. What is library?
_______________________________________________________________________________
_______________________________________________________________________________
2. How does library can help you as a student?
_______________________________________________________________________________
_______________________________________________________________________________

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3. What cultural beliefs have you learned from your elders/ancestors? Do you still doing/following
them?
_______________________________________________________________________________
_______________________________________________________________________________
Activity 4: For each use of Information Sources, identify the following:
Encyclopedia Library Catalog Books

Academic Journals Internet Magazine
_____________1. To find where a specific item is in the library.
_______________2. To find information about hobbies and personal interests.
_____________3. To find bibliographies that point to another relevant research.

_____________4. To find historical information.
_____________5. To find information or opinions about popular culture.
_____________6. When trying to find key ideas, important dates, or concepts.
Directions:
1. Conduct an interview with four (4) persons, the 2 persons should be age 40 and above while the
other 2 is same as your age.
2. Ask a question about their preferred sources to use in looking for information.
3. In a piece of paper, create a table and compare your respondents’ answer and make a conclusion
about it.

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1. To find lots of information about a topic, I can look in
a. Thesaurus b. Encyclopedia c. Dictionary d. Atlas

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2. To find the meaning of a word, I should look in a
3. I want to put more interesting words into my story, I should use a
4. In which type of reference source should I look for maps?
5. Which type of reference source is organized in books called volumes?
a. Thesaurus b. Dictionary c. Atlas d. Encyclopedia
6. A book written by someone about another person’s life is called a
a. Story b. Fiction c. Biography d. Novel
7. In which section of the library would you find encyclopedias?
a. Everybody b. Non-fiction c. Reference d. Fiction
8. In which section of the library would you find Newspapers?
a. Periodicals b. Filipiniana c. Reference d. Fiction
9. In which section of the library would you find Rizal’s written books?
a. Periodicals b. Filipiniana c. Reference d. Fiction
10. Who invented the Dewel Decimal System?
a. Melville Dewey b. Dewey Duck c. Howard Turner d. Paiger Turner
REFERENCES:
 https://study.com/academy/lesson/american-media-information-sources-definition-
types.html#:~:text=A%20media%20source%20is%20any,a%20kind%20of%2
 Kennedy and Nixon hold final debate, Oct. 21, 1960. (2017, October 21).
POLITICO. https://www.politico.com/story/2017/10/21/kennedy-and-nixon-hold-final-
debate-oct-21-1960-243915

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 LibGuides: Information literacy guide: Types of information sources. (2015, December 8).
LibGuides at University of Fort Hare. https://ufh.za.libguides.com/c.php?
g=91523&p=590868
 https://study.com/academy/lesson/american-media-information-sources-definition-types
 LibGuides: Research help: Types of sources. (2020, 1). LibGuides at Merrimack
College. https://libguides.merrimack.edu/research_help/Sources
 Media and information literacy - The media and information sources. (n.d.). Google
Sites. https://sites.google.com/view/elearningmil/lessons/the-media-and-information-
sources?authuser=0
 Evaluating internet resources. (n.d.). Georgetown University Library
|. https://www.library.georgetown.edu/tutorials/research-guides/evaluating-internet-
content
 Evaluate information. (n.d.). Welcome to the Noel Studio for Academic Creativity | Noel
Studio for Academic Creativity | Eastern Kentucky
University. https://studio.eku.edu/evaluate-information
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manner.
interesting topics.
information.
1. The Media Language
2. Genre, Codes and Convention

LESSON 7: Media and Information Languages

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https://www.netclipart.com/isee/iibmToh_m
any-languages-in-the-world-2018/

Present an issue in varied ways to disseminate information using the codes, convention, and language of
media (MIL11/12IMIL-IIIa-7).
Directions: Identify the following signs and symbols used to convey information. Write the letter of the
correct answer on the space provided.
A. WIFI B. Bluetooth C. Information D. Sunny E. Bathroom

F. Disk G. Rain H. Wheelchair I. No-smoking J. Power
1. 2. 3. 4. 5.
6. 7. 8. 9. 10.
In the previous module, we learned about the Media and Information

Sources particularly Indigenous, Library, and Internet as source of information.
Activity 1: Guess the famous taglines below. Write the name of the product or company describe
from its tagline/slogan.
1. 2. 3. 4.
NAKASISIGURO GAMOT
AY LAGING BAGO
5. 6. 7. 8.

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Activity 2: Below are the movie posters from 2019. From which movie GENRE they belong? Write
the TITLE of the movie on space provided. Number 1 is done for you as your guide.
1. Action _Hobbs & Shaw______ 4. Comedy _____________________

2. Thriller ____________________ 5. Horror _____________________
3. Fantasy ____________________ 6. Science Fiction _____________________
Media and Information Languages
The medium is the message ‘, now a famous quote, was written by Marshall McLuhan in 1964. An
important first step in becoming media and information literate is to understand how information, ideas and
meaning are communicated through and by various media and other information providers, such as
libraries, archives, museums, and the Internet.
Language pertains to the technical and symbolic ingredients or codes and conventions that media and
information professionals may select and use to communicate ideas, information, and knowledge.
Media Language
Media Language comprised of codes, conventions, formats, symbols, and narrative structures that indicate
the meaning of media messages to an audience.
Every medium has its own language – combination of languages – that it uses to communicate meaning.
Television, for example, uses verbal and written language as well as the languages of moving images and
sound. We call these languages because they use familiar codes and conventions that are generally
understood. Kinds of music or camera angles may be used to signal emotions, for example, a page of a
newspaper or a sequence of shots in a film will be put together using a certain kind of grammar. By
analyzing these languages, we can come to be a better understanding of how media make meaning.
Genre
Media products can be classified into categories or genre. The word genre' comes from the French word
meaning 'type' or 'class'. Media genres appear within a medium (film, television) such as the "horror" film or
the television "situation comedy".

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A genre can be recognized by its common set of distinguishing features (codes and convention). These
features associated with a genre's style and content may be, for example, a particular setting, character
types, technical codes (lighting or music). You may also find that some media texts blur genre boundaries.
A. Media Codes
Codes are systems of signs, which create meaning. technical, written,

and symbolic tools used to construct or suggest meaning in media
forms and products. These are systems of signs that when put
together create meaning.
 Semiotics is the study of meaning-making, the study of sign
processes and meaningful communication.
 Signs is smallest unit of meaning. It is anything that can be
used to communicate. Signs include words, images, sounds,
objects, etc.
1. Symbolic Codes - These codes show what is beneath the
surface of what we see (objects, setting, body language,
clothing, color, etc.) or iconic symbols that are easily understood.
What does a Red Rose symbolize?

A red rose conveys romance or love.
WHAT DOES A CLENCHED FIST SYMBOLIZE?

A CLENCHED FIST MAY CONVERY ANGER.
WHAT DOES THE COLOR IN A

TRAFFIC LIGHT SYMBOLIZES?
RED – STOP
GREEN – GO
YELLOW - READY
Road Traffic Signs
Regulatory Signs - signs that inform road users of traffic laws

and regulations which, if disregarded, will constitute an offense.

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Warning
Signs –
signs
used to
warn
motorists of potentially hazardous conditions on or adjacent to the road. It advises motorists of road
conditions that require caution and may call for a reduction in speed, in the interest of safety and that of
other road users.
2. Written Codes – it is the use of language style and textual layout and the study of written codes
includes:
 Headlines/Title
 Typeface/Font
 Slogans/Taglines
 Captions (print) or inter-titles (moving image)
 Style
 Choice of words
 Emphasis of words
Comic strips - is a sequence of drawings arranged in interrelated panels to

display brief humor or form a narrative, often serialized, with text in balloons and
captions.
Headlines – the headline is the text

Slogans/Taglines
indicating the nature of the article
Photo Captionbelow it.
http://mediashift.org/2017/04/13-examples-
headline-magic/
also known as cutlines, are a few Typeface/Font
lines of text used to explain or
elaborate on published photographs. Typeface/Font
Slogans/Taglines
EMPHASIS of words

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Photo Caption
also known as cutlines, are a few

EMPHASIS of words lines of text used to explain or
elaborate
Comic strips - is a sequence of drawings on published
arranged photographs.
in interrelated panels to
display brief humor or form a narrative, often serialized, with text in balloons and
captions.
3. Technical Codes
These are ways in which equipment is used to tell the story.
This includes sound, camera angles, types of shots and lighting as well as camera techniques,
framing, depth of field, lighting, exposure, and juxtaposition.
Basic Camera Shots Advance Camera Shots Camera Angles

Extreme Wide Shot Two Shot Eye-Level
Wide Shot Cut Away High Angle
Medium Shot Over the Shoulder Low Angle
Medium Close-Up Point of View Bird’s Eye View
Close-Up Selective Focus Worms’ Eye View
Extreme Close-Up Arc Shot Slanted (canted)
Source:
https://sites.google.com/site/andreeaenachedfpr1101/pr
ojects-and-exercises/06---simple-shots
B. Media Conventions
Conventions are accepted ways of using media codes. Conventions are closely connected to the audience
expectations of a media product. Different types of conventions include form conventions, story
conventions and genre conventions.
Form Conventions

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Form conventions are the certain ways we expect
types of media’s codes to be arranged. For
instance, an audience expects to have a title of
the film at the beginning, and then credits at the
end. Newspapers will have a masthead, the most
important news on the front page and sports
news on the back page. Video games usually
start with a tutorial to explain the mechanics of
how the game works.
Another example would be continuity editing.

Most video forms follow a set of editing rules and
techniques called continuity editing which allows
for the audience to easily understand what is
going on in a scene and who is talking to who.
Story Conventions
Story conventions are common narrative structures and understandings that are common in story telling
media products. Examples of story conventions include:
 Narrative structures
 Cause and effect
 Character construction
 Point of View
For example: The Classic Structure of Narrative Films
 In The Shawshank Redemption (1994), when Andy Dufresne (Tim

Robbins) is convicted of a crime he didn’t commit and unfairly
incarcerated (cause), he begins to plan his escape (effect).
 In Tootsie (1981), when Michael Dorsey (Dustin Hoffman) is
confronted by his agent who says that he will never find job in show
business, Michael decides to dress up as woman and prove that he is a
great actor worthy of major roles, regardless of his gender.
Genre Conventions
Genre conventions point to the common use of tropes, characters, settings, or

themes in a particular type of medium. Genre conventions are closely linked with audience expectations.
Genre conventions can be formal or thematic.

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Activity 3: Below is a poster of the movie Jumanji. Identify the key symbolic, written, and technical
codes found in it.
1. Symbolic Code: _______________________________________
2. Technical Code: _______________________________________
3. Written Code: _________________________________________
Source: https://www.joblo.com/movie-
posters/2019/jumanji-the-next-level/imag
e-35621
Activity 4: Determine the camera shots used in the following photos. Write your answer on the blank.

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Directions: Watch or read at least one (1) of
your favorite stories. Write down the story
conventions by following or having the
common narrative structures and
understanding that may include the following:
 Narrative structures
 Cause and effect
 Character construction
1. It comes from the French word meaning ‘type’ or ‘class and can be organized by its common set of
distinguishing features.
a. Code b. convention c. symbolic code d. genre
2. These are generally accepted ways of doing something.
a. Code b. convention c. symbolic code d. genre
3. It is how what is beneath the surface of what we see (objects, setting, body language, clothing,
actions of characters or iconic symbols that easily understood).
a. Written code b. technical code c. symbolic code d. semiotic
4. It is anything that can be used to communicate, it includes words, images, sounds, objects, etc.
a. Semiotic b. Signs c. Symbolic code d. Codes
5. This pertains to the technical and symbolic ingredients that media and information professionals
may select and use to communicate ideas, information, and knowledge.
a. Media language b. language c. convention d. media
6. It is the study of meaning-making, the study of sign processes and meaningful communication.
a. Semiotic b. Signs c. Symbolic code d. Codes
7. These are systems of signs, which create meaning.

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a. codes b. Signs c. convention d. genre
8. It is ways in which equipment is used to tell the story (sound, camera techniques/angles, types of
shots, lighting)
a. Written code b.
technical code c.
symbolic code d.
semiotic
9. It is comprised of codes,
conventions,
formats, symbols, and
narrative structures that
indicate the meaning of
media messages to an
audience.
a. Media language b.
language c.
convention
d. media
10. It is the use of language
style and textual layout
(headlines, captions,
speech bubbles, language
style).
a. Written code b.
technical code c. symbolic code d. semiotic

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REFERENCES:
 Media and information languages. (n.d.). Academia.edu - Share
research. https://www.academia.edu/40255080/MEDIA_AND_INFORMATION_LANGUAGE
 Media language - Media studies. (n.d.). Google
Sites. https://sites.google.com/a/tamaki.ac.nz/media-studies/media-language
 Young, R. (2018, February 10). Media codes and conventions.
Medium. https://media.codes/media-codes-and-conventions-c03423c06aa8
 Module 1 : Citizenship, freedom of expression and information, access to information,
democratic discourse and life-long learning. (n.d.). Media & Information Literacy For
Teachers – International, multimedia and multi-language media and information literacy
teaching resources. https://unesco.mil-for-teachers.unaoc.org/module
 Grade 12: Lesson 6: Media and information languages. (n.d.).
prezi.com. https://prezi.com/p/byjpoqv_kohh/grade-12-lesson-6-media-and-information-
languages/
 Media. (n.d.). MEDIA. https://www.mediaknite.org/media-codes-media-conventions/
 All categories. (n.d.). The ABCs and 123s of Teaching. https://the-abcs-and-123s-of-
teaching.weebly.com/blog/category/all
 Learn: Media and information languages. (n.d.).
Quizlet. https://quizlet.com/217968038/learn

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First Edition, 2020




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manner.
interesting topics.
information.
3. Intellectual Property
4. Fair Use
5. Creative Commons

LESSON 8: Intellectual Property, Fair Use and Creative Commons

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Cite practical situation when to apply knowledge in
intellectual property, copyright, and fair use guidelines
(MIL11/12IMIL-IIIa-8).
Source:
https://www.gemaker.com.au/intellectual-
property-protection-not-patently-obvious/
Directions: Identify the name of the product and/or person for as they give both good products and
services. Write your answer on the blank.
1. 2. 3. 4. 5.
6. 7. 8. 9. 10.
In the previous module, we learned about the Media and Information Languages that focus on
genre, codes, and convention.
Activity 1: Below are the following works and sample works that covered by Copyright protection.
Choose your answer from the options and right them on the space provided for you.
Pantomimes & Pictorial, Graphic, and

Literary works Dramatic works
Choreographic Works Sculptural Works
Motion Pictures and
Sound Recordings Architectural Works Musical Works
other Audiovisual works
1. 2. 3. 4.

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5. 6. 7. 8.
Activity 2: Arrange the scrambled letter to identify the following pictures from their products, logo,
and services.
4. SIPEP ____________________ 6. YDNISE _____________________

5. LEHSL ____________________ 7. TPLD _____________________
6. ELPPA ____________________ 8. EILOBJE _____________________
7. LPA ____________________ 9. TAOYTO _____________________
8. SPEHEO____________________ 10. LIGMUEANS__________________
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.
IP is protected in law by, for example, patents, copyright, and trademarks, which enable people to earn
recognition or financial benefit from what they invent or create. By striking the right balance between the
interests of innovators and the wider public interest, the IP system aims to foster an environment in which
creativity and innovation can flourish.
TYPES OF INTELLECTUAL PROPERTY

COPYRIGHT
Copyright is a legal term used to describe the rights that creators have over their literary and artistic works.
Works covered by copyright range from books, music, paintings, sculpture, and films, to computer
programs, databases, advertisements, maps, and technical drawings.

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Many types of works are eligible for copyright
protection, for example:
 Audiovisual works, such as TV shows,

movies, and online videos
 Sound recordings and musical compositions
 Written works, such as lectures, articles,
books, and musical compositions
 Visual works, such as paintings, posters,
and advertisements
 Video games and computer software
 Dramatic works, such as plays and musicals
Source: https://libguides.drew.edu/ART130/copyright
What can be protected using copyright?
Exhaustive lists of works covered by copyright are usually not to be found in legislation. Nonetheless,
broadly speaking, works commonly protected by copyright throughout the world include:
 Literary works such as novels, poems, plays, reference works, newspaper articles.
 Computer programs, databases.
 Films, musical compositions, and choreography.
 Artistic works such as paintings, drawings, photographs, and sculpture.
 Architecture and
 Advertisements, maps, and technical drawings.
What is the difference between copyright and privacy?
Just because you appear in a video, image or audio recording does not mean you own the copyright to it.
For example, if your friend took a picture of you, she would own the copyright to the image that she took. If
your friend, or someone else, uploaded a video, image or recording of you without your permission, and
you feel it violates your privacy or safety, you may wish to file a privacy complaint.
PATENT
A patent is an exclusive right granted for an invention. A patent provides the patent owner with the right to
decide how - or whether - the invention can be used by others. In exchange for this right, the patent owner
makes technical information about the invention publicly available in the published patent document.
What kind of protection does a patent offer?
In principle, the patent owner has the exclusive right to prevent or stop others from commercially exploiting
the patented invention. In other words, patent protection means that the invention cannot be commercially
made, used, distributed, imported, or sold by others without the patent owner's consent.
A patent is an exclusive right that allows the inventor to exclude others from making, using, or selling the
product of his invention during the life of the patent. Patent owners may also give permission to, or license,
other parties to use their inventions on mutually agreed terms. Owners may also sell their invention rights to
someone else, who then becomes the new owner of the patent.
TRADEMARK

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A trademark is a sign capable of distinguishing the goods or services of one enterprise from those of other
enterprises. Trademarks date back to ancient times when artisans used to put their signature or "mark" on
their products.
How can I protect my trademark?
At the national/regional level, trademark protection can be obtained through registration, by filing an
application for registration with the national/regional trademark office and paying the required fees. At the
international level, you have two options: either you can file a trademark application with the trademark
office of each country in which you are seeking protection, or you can use WIPO’s Madrid System.
A trademark protects a business’ brand identity in the marketplace.

Registration of it gives the owner the exclusive rights to prevent others from using or exploiting the mark in
any way.

Aside from being a source-identifier, differentiator, quality indicator, and an advertising device, a protective
mark may also bring another stream of income to the owner through licensing or franchising.
INDUSTRIAL DESIGNS
An industrial design constitutes the ornamental or aesthetic aspect of an article. A design 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.
What kind of protection does an Industrial Design right offer?
In principle, the owner of a registered industrial design or of a design patent has the right to prevent third
parties from making, selling or importing articles bearing or embodying a design which is a copy, or
substantially a copy, of the protected design, when such acts are undertaken for commercial purposes.
What kind of products can benefit from industrial design protection?
Industrial designs are applied to a wide variety of products of industry and handicraft items: from packages
and containers to furnishing and household goods, from lighting equipment to jewelry, and from electronic
devices to textiles. Industrial designs may also be relevant to graphic symbols, graphical user interfaces
(GUI), and logos.
The owner of a registered industrial design has the right to prevent third parties from making, selling or
importing articles bearing or embodying a design which is a copy, or substantially a copy, of the protected
design, when such acts are undertaken for commercial purposes.
GEOGRAPHICAL INDICATIONS
Geographical indications and appellations of origin are 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, a geographical indication includes the name of the place of origin of
the goods.
honest commercial practices by others is regarded as an unfair practice and a violation of the trade secret
protection.
What rights does a geographical indication provide?
A geographical indication right enables those who have the right to use the indication to prevent its use by
a third party whose product does not conform to the applicable standards. For example, in the jurisdictions
in which the Darjeeling geographical indication is protected, producers of Darjeeling tea can exclude use of

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the term “Darjeeling” for tea not grown in their tea gardens or not produced according to the standards set
out in the code of practice for the geographical indication.
However, a protected geographical indication does not enable the holder to prevent someone from making
a product using the same techniques as those set out in the standards for that indication. Protection for a
geographical indication is usually obtained by acquiring a right over the sign that constitutes the indication.
For what type of products can geographical indications be used?

Geographical indications are typically used for agricultural products, foodstuffs, wine and spirit drinks,
handicrafts, and industrial products.
FAIR USE
In its most general sense, a fair use is any copying of copyrighted material done for a limited and
“transformative” purpose, such as to comment upon, criticize, or
parody a copyrighted work. Such uses can be done without
permission from the copyright owner. In other words, fair use is a
defense against a claim of copyright infringement. If your use
qualifies as a fair use, then it would not be considered an
infringement.
So, what is a “transformative” use? If this definition seems

ambiguous or vague, be aware that millions of dollars in legal
fees have been spent attempting to define what qualifies as a fair
use. There are no hard-and-fast rules, only general guidelines,
and varied court decisions, because the judges and lawmakers
who created the fair use exception did not want to limit its
definition. Like free speech, they wanted it to have an expansive Source: https://www.wikihow.com/Avoid-
Copyright-Infringement#/Image:Avoid-
meaning that could be open to interpretation. Copyright-Infringement-Step-7.jpg
Most fair use analysis falls into two categories: (1) commentary and criticism, or (2) parody.
Commentary and Criticism
If you are commenting upon or critiquing a copyrighted work—for instance, writing a book review—fair use
principles allow you to reproduce some of the work to achieve your purposes. Some examples of
commentary and criticism include:
 quoting a few lines from a Bob Dylan song in a music review

 summarizing and quoting from a medical article on prostate cancer in a news report
 copying a few paragraphs from a news article for use by a teacher or student in a lesson, or
 copying a portion of a Sports Illustrated magazine article for use in a related court case.
The underlying rationale of this rule is that the public reaps benefits from your review, which is enhanced by
including some of the copyrighted material. Additional examples of commentary or criticism are provided in
the examples of fair use cases.
Parody
A parody is a work that ridicules another, usually well-known work, by imitating it in a comic way. Judges
understand that, by its nature, parody demands some taking from the original work being parodied. Unlike
other forms of fair use, an extensive use of the original work is permitted in a parody in order to “conjure up”
the original.

K-12 CURRICULUM
CREATIVE COMMONS
 Creative Commons (CC) is a nonprofit organization that enables the sharing and use of creativity
and knowledge through free legal tools. It does not replace copyright; instead, it works alongside
copyright.
 Content creators may choose from a selection of free, easy-to-use copyright licenses that provide a
simple, standardized way to give the public permission to share and use your creative work—on
conditions of your choice.
 CC licenses allow you to easily change your copyright terms from the default of “all rights reserved”
to “some rights reserved.”
 Conversely, the application of a CC license to a piece of intellectual property tells content

consumers that they may use, share, and sometimes modify your content for free.
 CC licenses are frequently applied to photographs and artwork, videos, music and audio files,
presentations, coursework, ebooks, blog posts, and wiki pages.
What is eligible for a Creative Commons license?
You can only mark your uploaded video with a Creative Commons license if it is all content that you can
license under the CC BY license. Some examples of such licensable content are:
 Your originally created content

 Other videos marked with a CC BY license
 Videos in the public domain
Activity 3: Answer the following from their Industrial Designs and Geographical Indications.
A. From where in the Philippines you can find the following?
1. 2. 3. 4.
B. What product name describes the following shapes and images?
5. 6. 7. 8.
Activity 4: Base on your understanding, explain the following in your own words.

K-12 CURRICULUM
1. Fair use - _____________________________________________________________________
___________________________________________________________________________________
2. Copyright - ____________________________________________________________________
___________________________________________________________________________________
3. Intellectual property - ____________________________________________________________
___________________________________________________________________________________
Directions:
1. Read the news article on fake dvd: OBM raids fake dvd
stalls in Quiapo.
2. Click and access the website:
Source:
https://www.gmanetwork.com
https://www.gmanetwork.com/news/news/metro/610108/omb-raids-fake-dvd-stalls-in-
quiapo/story/
3. After reading the article, answer the following questions:
a. What type of intellectual property is involved in this article?
b. Does re-producing and re-selling of fake DVDs, will lead these people to a lot of troubles?
4. Referring to RA10088 https://lawphil.net/statutes/repacts/ra2010/ra_10088_2010.html
a. Write what is indicated in Section 3 and Section 4
Below are some illustrative scenarios for COPYRIGHT and FAIR USE. Evaluate the FAIR USE
and explain your answer.
For example: Journal Article for Classroom use

K-12 CURRICULUM
SCENARIO: A teacher produces photocopies of one article from a newspaper for the whole
class copy.
FAIR USE? Yes. Distribution of multiple copies for classroom use is fair use. However, the
repeated use of a copyrighted work, from term-to-term, requires more scrutiny in a fair use
evaluation. Repeated use, as well as a large class size, may weigh against fair use.
1. Textbooks
SCENARIO 1: A teacher wishes to use a textbook he considers to be too expensive. He
makes copies of the book for the class.
FAIR USE? ________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
2. Posting Copyrighted Article to Web Page
SCENARIO 2: A teacher has posted his class notes on a web page available to the public. He
wants to scan an article from a copyrighted journal and add it to his web page.
FAIR USE? ________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
3. Showing a Videotape for Classroom Instruction
SCENARIO 3: A teacher wishes to show a copyrighted motion picture to her class for
instructional purposes.
FAIR USE? ________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
4. Videotape of Telecourse
SCENARIO 4: Institution A creates a telecourse. The course contains copyrighted text, video,
audio, and photographs relevant to the class. If Institution A did not obtain permission to use
the copyrighted materials, can Institution A show the videotape of the telecourse to students
who have signed up for a telecourse at Institution A?
FAIR USE? ________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
5. Use of Copyrighted Music
SCENARIO 5: A teacher or student creates a presentation and incorporates copyrighted
music into the background. Assume that permission was not obtained to use the music for the
presentation. Can the music be included in the teacher's or student's initial presentation?
FAIR USE? ________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

K-12 CURRICULUM
REFERENCES:
 What is intellectual property (IP)? (n.d.). WIPO - World Intellectual Property
Organization. https://www.wipo.int/about-ip/en/
 Copyright. (n.d.). WIPO - World Intellectual Property
Organization. https://www.wipo.int/copyright/en/
 Patents. (n.d.). WIPO - World Intellectual Property
Organization. https://www.wipo.int/patents/en/
 Trademarks. (n.d.). WIPO - World Intellectual Property
Organization. https://www.wipo.int/trademarks/en/
 Industrial designs. (n.d.). WIPO - World Intellectual Property
Organization. https://www.wipo.int/designs/en/
 Geographical indications. (n.d.). https://www.wipo.int/geo_indications/en/
 What is intellectual property? (2019, May 31). IPOPHL. https://www.ipophil.gov.ph/what-
is-intellectual-property/
 Industrial design. (2020, March 23).
IPOPHL. https://www.ipophil.gov.ph/services/industrial-design/
 Copyright. (2020, July 24). IPOPHL. https://www.ipophil.gov.ph/services/copyright/
 Trademark. (2020, September 9).
IPOPHL. https://www.ipophil.gov.ph/services/trademark/
 Patent. (2020, March 23). IPOPHL. https://www.ipophil.gov.ph/services/patent/
 What is "Copyright"? (n.d.). Google
Help. https://support.google.com/legal/answer/3463239?hl=en
 What is fair use? (2017, April 11). Stanford Copyright and Fair Use
Center. https://fairuse.stanford.edu/overview/fair-use/what-is-fair-use/

K-12 CURRICULUM
 Creative Commons. (n.d.). Google
Help. https://support.google.com/youtube/answer/2797468?hl=en
 Research guides: Copyright and fair use: Common scenarios. (2020, March 16). Research
Guides at California State University, Long
Beach. https://csulb.libguides.com/copyrightforfaculty/scenarios
1054; 8631-4985

K-12 CURRICULUM

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12

Media and Information

Published by the Department of Education

Development Team of the Module

Printed in the Philippines by Department of Education

Department of Education – National Capital Region

Office Address: Pio Valenzuela St., Marulas, Valenzuela City

MEDIA AND INFORMATION LITERACY

How to Learn from this Module

 Answer all the given tests and exercises.

MEDIA AND INFORMATION LITERACY

At the end of this module, you should be able to:

MEDIA AND INFORMATION LITERACY

RADIO NEWSPAPER MAGAZINE

Activity 2: Read the situation and answer the

Photo courtesy from:

MEDIA AND INFORMATION LITERACY

Different Media Types

Media may be classified into three major types according to format:

MEDIA AND INFORMATION LITERACY

Photo courtesy from:

Types of Print Media

Newspapers are the most popular form of print media to

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Advertisers can use magazines to target specific market

Banners are an effective print marketing tool to advertise new

Although digital marketing has exploded quickly, print media

MEDIA AND INFORMATION LITERACY

What types of information are available in the broadcasting media?

The broadcasting media provides valuable information, for example

Television is Still a Power Player

Radio can Make a Local Impact

MEDIA AND INFORMATION LITERACY

MEDIA AND INFORMATION LITERACY

j. Virtual Reality: Finally, a new type of digital media that is

Broadcast Print New

MEDIA AND INFORMATION LITERACY

Paste your media here…

MEDIA AND INFORMATION LITERACY

Para sa mga katanungan o puna, sumulat o tumawag sa:

Department of Education - Bureau of Learning Resources (DepEd-BLR)

Ground Floor, Bonifacio Bldg., DepEd Complex

MEDIA AND INFORMATION LITERACY

Published by the Department of Education

Development Team of the Module

Printed in the Philippines by Department of Education

Department of Education – National Capital Region

Office Address: Pio Valenzuela St., Marulas, Valenzuela City

MEDIA AND INFORMATION LITERACY

How to Learn from this Module

 Answer all the given tests and exercises.

MEDIA AND INFORMATION LITERACY

At the end of this module, you should be able to:

Photo courtesy from:

Things to Consider in Evaluating Information

MEDIA AND INFORMATION LITERACY

Skills in Determining Accurate Information

D. Authority of the Sources

1. Action _Hobbs & Shaw 4. Comedy _______________