LESSON 1: MEDIA AND INFORMATION LITERACY
What is COMMUNICATION?
 Communication is defined as the method
wherein language, symbols, or manners are
used to share information or to share
information or state opinions or thoughts.
 It is also defined as the exchange of information
and the expression of thoughts or notion that
can result in understanding.
Basic Types of Communication
Non-verbal Communication Verbal
communication
Signs Oral
Symbols Written
Colors
Gestures
Body Language
Facial Expression
How is communication affected by media and
information?
Media are communication tools that give information.
Information is knowledge or data gathered through
experiences or research.
Media Literacy
 Refers to reading, analyzing, evaluating, and
producing communication in different media
forms.
1st stage- a person needs to be aware of all the media
they consume in their day-to-day lives and manage this
2nd stage- to develop critical thinking
3rd stage- to consider who is creating the media we
experience every day.
Information Literacy
 Refers to the ability to know when information
is required.
 This is also pertains to the ability to find,
analyze, evaluate, communicate and use
information effectively in different formats.
Technology Literacy
 Refers to the ability of knowing how to use
technology, its tools or networks to find, create,
or use information.
Why Media and Information Literacy?
 Recognizes the individual and society roles of
media and information.
 Promotes one’s right to communicate and
express.
 Evaluates the sources, medium, and audience of
messages based on how they were created,
carried, and by identifying its listeners.
What is MIL?
 Brings together disciplines that were originally
different and separate.
 Inspire citizens with essential knowledge
 Signifies important abilities and skills to equip
citizens in the present day
LESSON 2: THE EVOLUTION OF TRADITIONAL TO NEW
MEDIA
What is Media?
 Media are the communication outlets or tools
used to store and deliver information or data.
The term refers to components of the mass
media communications industry, such as print
media, publishing, the news media,
photography, cinema, broadcasting (radio and
television), and advertising.
What is Traditional Media?
 Any form of mass communication available
before the advent of digital media. This includes
television, radio, newspapers, books, and
magazines.
What is New Media?
 New media are forms of media that are native
to computers, computational and rely on
computers for redistribution.
 Some examples of new media are telephones,
computers, virtual worlds, single media,
website games, human-computer interface,
 computer animation and interactive computer
installations
Traditional Media
 Media experience is limited
 One- directional
 Sense receptors used are very specific (i.e. print
media – sense of sight, radio- sense of hearing,
TV and Film- sight and hearing.)
New Media
 Media experience is more interactive
 Audiences are more involved and can send
feedback simultaneously
 Integrates all the aspects of old media
Evolution of Media
Prehistoric Age
 Anything prior to the first written accounts of
history is prehistoric (meaning "before history"),
including earlier technologies.
 About 2.5 million years before writing was
developed, technology began with the earliest
hominids who used stone tools, which they may
have used to start fires, hunt, cut food, and
bury their dead.
 Petroglyphs are images incised in rock, usually
by prehistoric, especially Neolithic, peoples.
They were an important form of pre-writing
symbols, used in communication from
approximately 10,000 B.C. to modern times,
depending on culture and location.
Human voice- first means of communication
Oldest forms of human communication
 talking or making sounds
 drawing or painting
 dancing
 acting
 using symbols
Making sounds such as grunting or guttural sounds at a
low pitch or high pitch would indicate either social
communication or be a warning sign.
Long before the earliest writings of the Sumerians and
the Egyptians were developed, people communicated
with each other by a number of different methods. Early
humans could express thoughts and feelings by means
of speech or by signs or gestures. They could signal with
fire and smoke, drums, or whistles.
Industrial Age (1700s-1930s)
 The ability to communicate across long
distances improved dramatically during the
Industrial Revolution.
 It began with the invention of the electrical
telegraph by Samuel Morse in 1844.
 This system allowed for messages to be
transmitted much quicker and cheaper than old
methods.
People used the power of steam, developed
machine tools, established iron production, and the
manufacturing of various products (including books
through the printing press).
 Printing press for mass production
 Newspaper The London Gazette
 Typewriter
 Motion picture photography
 Telegraph
 Punch cards
Electric Telegraph (Georges Louis Lesage)
Typographer (William Austin Burt)
Telegraph (Samuel Morse)
Modern Typewriter (Christopher Sholes)
Telephone (Alexander Graham Bell)
Phonograph (Thomas Edison)
Electronic Age (1930s – 1980s)
 The electronic age in British. the electronic age
began when electronic equipment, including
computers came into use.
 The Electronic age is the invention of the
transistor ushered in the electronic age. People
harnessed the power of transistor that led to
the transistor communication became more
efficient.
The invention of the transistor unshared in the
electronic age. People harnessed the power of
transistors that led to the transistor radio,
electronic circuits, and the early computers. In this
age, long distance communication became more
efficient.
  Transistor Radio
 Television (1941)
 Large electronic computers -EDSAC &
UNIVAC
 Mainframe Computers – IBM704 (1960)
Digital Age
 It is defined as the time period starting in the
1970s with the introduction of the personal
computer with subsequent technology
introduced providing the ability to transfer
information freely and quickly.
 The internet paved the way advanced the used
of microelectronics with the invention of
personal computers, devices wearable
technology. Moreover, voice, image, sounds,
and data are digitalized.
LESSON 3: INFORMATION LITERACY
 “Information literacy is the set of integrated
abilities encompassing the reflective discovery
of information, then understanding of how
information is produced and valued, and the
use of information in creating new knowledge
and participating ethically in communities of
learning.“- ACRL Framework for information
Literacy for Higher Education 2015
 “The ability to locate, evaluate, and use
information to become independent life-long
learners.”- Commission on Colleges, Southern
Association of Colleges and Schools.
 It includes the practical skills involved in
effective use of information technology and
information resources either print or electronic.
 It is a new liberal art which extends beyond
technical skills and is conceived as the critical
reflection on the nature of information itself.
The Information literacy curriculum includes:
Tool literacy- The ability to use print and electronic
resources including software.
Resource literacy- The ability to understand the form,
format, location and access methods of information
resources.
Social-structural literacy- Knowledge of how
information is socially situated and produced. It
includes understanding the scholarly publishing process.
Research literacy- The ability to understand and use
information technology tools to carry out research
including discipline – related software.
Publishing literacy- The ability to produce a text or
multimedia report of the results of research.
The term “information literacy” describes a set of
abilities that enables an individual to acquire, evaluate,
and use information.
Five components of information literacy:
Identify- Recognize problems and create questions.
Find- Find Information and date from books and the
internet.
Evaluate- Evaluate the credibility of sources (i.e. is the
material peer-reviewed or held to an ethical standard?)
Acknowledge- Cite references or the credible authors of
the gathered information or data.
Apply- Organized and synthesize all gathered
information and make a conclusion then process
understanding.
IMPORTANCE OF INFORMATION LITERACY
 Every day we encounter an increasingly large
and diverse sea of information through the
Web, mass media , and published works. You
can find information in many different formats,
from an endless number of sources. The quality
of information varies greatly between the
available information choices.
Information literacy skills are vital to success in your
Personal, Professional, and Academic life.
Academic
 You can the skill in Information literacy to
perform well in research papers, projects and
presentations.
Professional
 At work you will likely encounter situations
where you must seek out new information to
make logical decisions.
Personal
  In your home, you are constantly faced with
deciding consumer issues and forming opinions
on social and political topics;
A number of efforts have been made to better define
the concept and its relationship to other skills and forms
of literacy. Although other educational goals, including
traditional literacy, computer literacy, library skills and
critical thinking skills, are related to information literacy
and important foundations for its development,
information literacy itself is emerging as a distinct skill
set and a necessary key to one’s social and economic
well-being in an increasingly complex information
society.
“Knowledge is of two kinds: We know a topic for
ourselves or we know where we can find information
upon it “ – Dr. Samuel Johnson 1775
LESSON 4: 3 TYPES OF MEDIA
What is media?
The term media, which is the plural of medium, refers
to the communication channels through which we
disseminate news, music, movies, education,
promotional messages and other data.
THE THREE TYPES OF MEDIA:
 Print Media
 Broadcast Media
 New Media
Print Media
 includes all types of publications, including
newspapers, journals, magazines, books and
reports. It is the oldest type, and despite
suffering since the emergence of the Internet, is
still used by a major proportion of the
population.
EXAMPLES OF PRINT MEDIA
Magazines- provide detailed articles on various topics,
like food, fashion, sports, finance, lifestyle, and so on.
Magazines are published weekly, monthly, quarterly, or
annually, and many of them are sold all over the world.
Newspapers- are the most popular form of print media.
They are generally delivered at home, or are available at
newsstands, and it is the most inexpensive way to reach
a huge mass of people quickly. Different types of
newspapers cater to various audiences, and one can
select the particular category accordingly.
Flyers- is also a part of print media. Some of the big
companies may not use this type for advertising of
targeting the market, but for small organizations, it can
be very useful and can help in generating business. A
flyer should always be crisp and eye-catching so that it
attracts people's attention.
Newsletters- is a publication that mostly covers one
main topic. Sometimes, people have to subscribe for
the newsletters, or many a time, they are even free.
Newsletters are generally used as information sources
for neighborhood, communities, and groups having an
interest about that particular topic, or event. They are
also used for promotional purpose, political campaigns,
or for causes.
Books- are the oldest form of print media that are used
as a way of communication and information piece. They
give an opportunity to writers to spread their
knowledge about a particular subject to the whole
world. They are a diverse platform comprising varied
topics that include literature, history, fiction stories, and
many more, that not only increase our knowledge but
also entertain us.
Posters- is a temporary promotion of an idea, product,
or event put up in a public space for mass
consumption." Typically, posters include both textual
and graphic elements, although a poster may be either
wholly graphical or wholly text. Posters are designed to
be both eye-catching and informative.
Banners- at many places are made of cloth, or paper
and are used to show slogans, logos, or some messages.
It is also used for advertising brands in exhibitions,
giving out the names of products, or services that are
being provided. Like banners, posters also come under
the same category for the same purpose
Billboards- have mostly become digital, but they qualify
under the category of print media after all, the
advertisements are printed on the billboard. These
include text and graphics mostly as a combination so as
to make it more appealing.

Brochure- also known as pamphlet, is a kind of booklet

that contains the details of the company, or
organization. Generally, brochures are for takeaway, so
as to keep the brand in the mind of the audience.