Immaculada Concepcion College

Of Soldier’s Hills Caloocan City, Inc.

Soldier’s Hills III Subd. Brgy. 180, Tala, North Caloocan City
Name: ___________________________________ Strand/Section: _______________________
Teacher:_________________________________ Period Cover: _________________________
Week # 1
Lesson 1: INTRODUCTION TO MEDIA AND INFORMATION LITERACY

I. INTRODUCTION/ FOCUS QUESTIONS

The world that you know of today is slowly getting smaller and smaller as newer media and communication technologies
come into being. Communication becomes new sophisticated and complex as different media forms hybridize and converge. This unit
on cultures, communities, and technologies introduces the concept of media, information and technology literacy in a fashion that is
highly relatable to a learner like you.

1. Do you believe in saying “No man is an island?

2. How do you see yourself without internet?

3. Do you feel a sense of distance or disconnect from the world?

II. LESSON OBJECTIVES

At the end of the lesson, you are expected to:
a. Describe the nature of communication and the concepts related to it;
b. Identify the similarities and differences of media literacy, information literacy, and technology literacy; and
c. Relate critical thinking with media and information literacy in the production, consumption and transfer of media, and information
products from the society.

III. PRE- ASSESSMENT

Directions:What kinds of media exist and how they work? Write your answer on the space provided.

____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
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IV. LESSON CONTENT

INTRODUCTION TO MEDIA AND INFORMATION LITERACY

William James Potter (2004), a Canadian communication educator, defines Media Literacy as a set of perspectives that
people use actively to expose themselves to mass media and interpret the meaning of the messages they encounter. Differences of
perspectives might affect how people look at a particular message. These perspectives according to Potter, are built from knowledge
structures) or sets of organized information in your memory). To build memory your knowledge structures, you need tools (skills),
raw materials (information from the media and from the real world), and willingness (personal focus) to gain knowledge. On the other
hand, New Mexico-based Literacy project (MLP) defines Media Literacy as “ability to access, analyze, evaluate, and create media”.
From this, it can be concluded that the aim of media literacy is to build active, rather than passive, consumers of media.

Information Literacy was defined as “the use of all the pedagogical and educational tools that are appropriate to ensure that every
person navigating on the digital networks can be informed and can inform about himself or herself. It implies, on then hand, to be able
to find data, sort them out and evaluate them and, to produce data and publish them.

Technology Literacy as technology advances, people are provided with more tools that they can use to find and create information.
Since digital age is characterized by the way we process information and communication through the computer technology, we have to
develop Computer Literacy skills as well. Computer Literacy covers “the set of skills, attitudes and knowledge necessary to

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 Immaculada Concepcion College
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understand and operate the basic functions of information and communications technologies, including devices and tools such as
personal computers, laptops, cellphones, ipods and so forth.”

DEFINING COMMUNICATION

Littlejohn and Foss (2008), who are scholars and experts in the field, regard communication as “one of those everyday
activities that is intertwined with all human life so completely that we sometimes overlook its pervasiveness, importance, and
complexity.” They suggest that communicating feels so natural to people that oftentimes the act itself is taken for granted. Whether it
is through verbal or nonverbal, or at this day and age, digital, humans are creatures of expression. This is so, by necessity and desire.
People communicate to be more closely integrated with and to the society they belong to. You communicate because expressing
yourself means contributing ideas for whatever purpose or cause; but first, you must understand the concept of communication.
Perhaps one good way to do is by looking at the origin of the word. Communication is from the Latin term communicare, which
means “to share” or “to divide out.” It may also be thought to originate from another Latin word communis, which roughly means
“working together.”

You now begin to understand that communication has a lot to do with a sense of sharing. As explained by Bulan and De Leon
(2002) in their book Practical Speech Fundamentals, “without speech or oral communication, societies could not attain levels of
civilization; communities could not organize into living and working groups, mark and ritualize practices and traditions, debate and
decided difficult issues, and transform society for its good.” Essentially, what they tell you is that communication functions in more
ways than you can imagine.

Explaining the Communication Process through Models

To understand better the process of communication, here are some models as discussed by the communication scholar Denis
McQuail (2005) in his book McQuial’s Mass Communication Theory:

1. Transmission models – Perhaps the most popular among these is Harold Laswell’s representation of communication as an
attempt to answer the question “who says, what to whom, through what medium, and with what effect?”

What? Through what and with

Who says? To whom?
medium? what result
SENDER MESSAGE CHANNEL RECEIVER
EFFECT

Figure 1.1 Laswell’s Communication Model

The model is relatively straightforward and tells you that communication originates from someone and their message flows
through a channel, either through sound waves or light waves, and that someone on the other end receives the message with a
corresponding effect. Later improvements in the model were introduced by other experts in communication. One such revision is a
model by Claude Shannon and Warren Weaver which incorporates the concept of noise that refers to anything that interferes with the
message. The model is a more mechanical look at communication.

Signal
Receive
Information Information Receiver Destination
source Source

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 Immaculada Concepcion College
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Figure 1.2

Shannon &Weaver

Communication Message Message

Model

NOISE
Source

A more sophisticated transmission model was provided by George Gerbner where “someone perceives an event and reacts in a
situation through some means to make available materials in some form and context conveying content of some consequence
(McQuail, 1985).”

Relating these transmission models to your own communication experiences: For example, you are telling a story to a friend; your
primary intention is to successfully get across the story from you to him or her as accurately and as clearly as possible so that he or she
can respond accordingly. Can you think of any other instances where you see the application of these transmission models?

2. Ritual or expressive model – this is an alternative way of looking at how communication works. In the expressive model,
communication happens due to the need to share understanding and emotions. Communication has an integrative consequences in the
society--- it is done to build social relationships.

An example would be when you use certain symbolisms or euphemisms to indirectly refer to certain things, but you are trying to say.
The communication is ritualized because the meaning is suggested more than explicitly stated and the understanding of it, through
connotative, is mutual.

3. Publicity model – this model explains that communication involves audiences as “spectators rather than participants or information
receivers (McQuial, 2005).” Attention is important because it is a measure of how successful the communication has transpired.
Imagine yourself tellinga friend a friend about a potentially boring story but you tell it in a compelling and animated manner to keep
his interest and attention. Another example is how television commercials aggressively convince the audience to buy the products that
they advertise.

4. Reception model –In this model, you come to understand communication as an open process, which means that messages sent and
received are open to various interpretations based on context and the culture of the receiver. In other words, there might be various
meanings. To a single statement that is communicated. One such model illustrating this is Wilbur Schramm’s depiction of cyclical
communication where the sender receiver have alternating roles in the loop. A communicator who produces and sends the message is
called an “encoder” and the one who receives and interprets is the “decoder.”

Schramm’s Model

Message Decoder
Interpret
Encoder

Decoder
Interpreter
Encoder Message
Another reception model is the one by David Berlo that accounted for factors that affect how communicators are influenced when they
send and receive a message. These factors include the following:
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 Immaculada Concepcion College
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Soldier’s Hills III Subd. Brgy. 180, Tala, North Caloocan City
Communication skills such as reading, writing, speaking, listening, and watching.
Knowledge about a subject or topic.
Attitude toward the topic and audience.
Social and cultural aspects that influence the content of the message and the manner by which it is sent.
Table 1.1
S M C R
(Source) (Message) (Channel) (Receive)
Communication Element Seeing Communication Skills
Knowledge Structure Hearing Knowledge
Attitude Content Touching Attitude
Sociocultural System Treatment Smelling Sociocultural System
Code Tasting

The reception model show that it is not just about saying the message but also considering how the message may be received
because of factors that may influence reception. That is why when someone breaks a bad news to someone else, he or she
does not say it as straightforward and blatant. He or she will have to consider how the other person will react to the news or
what possible interpretations the other person might have about the news.

V. PRACTICE

Part I.

Which among these models do you think describes your communication habits or patterns the most? Why do you say so? Draw a most
recent example that illustrates your point. (Use the back portion of this page to show your answer)

Part II.

Draw the different Communication Model then explain if briefly.

VI. ENRICHMENT

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 Immaculada Concepcion College
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Soldier’s Hills III Subd. Brgy. 180, Tala, North Caloocan City
Directions: If you are given a chance to make your own Communication Model what would it be? Draw your own Communication
Model then explain and justify your model.

VII. EVALUATION

Directions: Based on the definition on a previous lesson, try to compare and contrast the three concepts by filling out the table below.

COMPARISON CONTRAST

Media Literacy vs. Information Literacy

Media Literacy vs. Technology (Digital)

Literacy

Information Literacy vs. Technology

(Digital) Literacy

Ref: Media and Information Literacy by Olivia “Libay” Linsangan Cantor pages 137-139 and Media and Information Literacy in the 21st Century by Angelito P.
Bautrista Jr. and Jessica Mariz R. Ignacio pages 1-2

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 Immaculada Concepcion College
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Soldier’s Hills III Subd. Brgy. 180, Tala, North Caloocan City

Name: ___________________________________ Strand/Section: _______________________

Teacher: _________________________________ Period Cover: _________________________
Week # 2-3

Lesson 2: MEDIA THEN AND NOW: THE EVOLUTION OF TRADITIONAL TO NEW MEDIA

I. INTRODUCTION/ FOCUS QUESTIONS

“Young people do not read newspaper anymore; they visit online sites.” Is the statement correct? Several decades ago, there
were only televisions, radios, and newspapers. People connected and communicated information through these traditional media.
However, with the rise and development of the internet, people began switching from traditional media to new media. The ease of
access brought by the internet entices the audience to prefer using it rather than others. In this chapter we will try to answer following
questions
1. How media evolved in the world
2. How media developed in the Philippines
3. Who owns the media?

II. LESSON OBJECTIVES

At the end of the lesson, you are expected to:
a. Identify the difference between traditional media from new media;
b. Appreciate the evolution of media that gave you the latest media gadget you have; and
c. Assess the quality and extent of your own media habits.

III. PRE- ASSESSMENT

A. Directions: Analyze the following images. Describe each according to your own understanding. Write your description on
the space provided below. Then provide a conclusion on how these images are connected with one another.

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Soldier’s Hills III Subd. Brgy. 180, Tala, North Caloocan City

____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________

A. What do you think is the connection among these images?

IV. LESSON CONTENT

BRIEF HISTORY OF MEDIA

The term ‘media’ came into use only in the 1920s to denote the structures of such communication, media history takes
account of the period at least from the advent of the handpress in the fifteenth century, and some interpretations include the scriptoria,
oral traditions, and wall paintings of medieval times, delving occasionally into ancient and prehistory as well. The numerous
approaches to media history share an interest in understanding the impact such structures have had on societies around the globe, the
particular forms they have taken, and the dynamics of historical change.

THE MCLUHAN MANTRA

Marshall McLuhan, who is famous for the phase “the medium is the message” and is the proponent of the media theory on
technological determinism, believed that society is driven by changes in media and communication technology. McLuhan (2007)
explained that society adapts to advances in technology, thus, changing cultural, political, and even historical aspects of that society.
Take for instance the case of a mobile phone. To explain how this set-up works, McLuhan subdivided the history into four epochs or
ages.

1. Tribal Age 3. Print Age

2. Age of Literacy 4. Electronic Age

Tribal Age the first period was characterized by the prevalence of oral communication. Since technology had yet to develop,
prehistoric people relied on face to face interactions, primarily through their auditory senses, as a method of communication. The
primary medium of communication was speech, an oral culture which McLuhan describes as being structured by a “dominant auditory
sense of life.” The Tribal Age is characterized as an oral society dependent on speech and word of mouth, who lives in a world of
“acoustic space,” as compared to the rational or pictorial space of the literate man.

Literacy Age- McLuhan describes the introduction of phonetics as a bombshell, “installing sight at the head of hierarchy of senses.”
where the sense of sight was dominant. If the tribal age was highly acoustic, the literate age was highly visual. This is because of the
invention of the alphabet, allowing humans to learn to read. This development allowed people to the people to communicate and share
information privately. From dominant auditory sense, the tribal people learned to write and express themselves through hieroglyphs,
such as in the early writing forms of the Egyptian, Babylonian, Mayan, and Chinese cultures, later on through the alphabets. They
were able to share information without the need to stay within their groups. They also had freedom to leave the tribe and be exposed to
other cultures, groups, and people.

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Print Age- The third period, as McLuhan detailed, is the Print Age, which was highlighted by the invention of the Gutenberg press or
movable type in the 15th century. In the Western world, although the alphabet made writing possible, it took time before the print
became a prominent form in communication, primarily due to the incapacity to have mass reproduction of the written works. Books
and papers were reproduced manually, making these forms of media restricted to the ruling class or the elite members of the society.
However, when Johannes Gutenberg invented the printing press, books were reproduced by thousands. Which means mass-producing
written texts. Having more copies of these texts gave humans the liberty to read them at their own pace and to share them to others.
With a growing number of produced and reproduced reading materials came the inevitable – the building of libraries and other
repositories.

Electronic Age- a period characterized by the dominance of the electric media, such as telegraph, radio, film, telephone, computer,
and television. The invention of telegraph in 1830’s started an electronic revolution that diminished the role of the print media.
McLuhan argued that this electronic age “retribalized” people by restoring their sensory balance. During McLuhan’s time, television
was the newest form of media, and he believed that it is “the most significant of the electric media” because it is rampant, and the
message a television brings delved into the central nervous system of its viewer. Contrary to what many people believed, McLuhan
said that television affects a person’s sense of touch deeper than his/her sight, since the medium causes the viewers look from within
themselves to better understand its message.

MILESTONE IN MEDIA EVOLUTION

1. Information Age- When the world entered into a new era of media experience in the 21st century. Also known as the digital
or new media age, this is a time in human history where everything relied heavily in the use of computers to run major
industries. Information was utilized based on personalized needs and motivations. Global communication and networking
were enhanced.

2. Infrastructure Age- Digital technology and Internet become pervasive, thus, pushing the world.
Traditional Media- Are those forms in the earlier periods of McLuhan’s media map. They are traditional because of the specific
characteristics that they have and functionalities that they offer. According to McQuail (2005),

3. Traditional media is one-directional. The media experience is limited and the sense receptors used are very specific (i.e.,
print media requires sense of sight, radio requires sense of hearing, and television and film requires both).

What is New about New Media?

1. Interpersonal communication media

Example would be the telephone, mobile phone, and e-mail where “content is private and perishable and relationship
established and reinforced may be more important than the information conveyed”

2. Interactive play media

Video and computer-based games, plus virtual reality devices compose this category.

3. Information search media

The Internet and World Wide Web become repositories or sources of vast collection of information that can be accessed real-
time despite geographical location. Broadcast teletext and radio data services are also examples. Information retrieval is no longer
limited to personal computers because third functionality has been extended to smart phones and tablets. Other means of information
storage and retrieval include the personal video recorder, CD-ROM, compact disc, and DVD.

4. Collective participatory media

This refers to the use of the Internet for “sharing and exchanging information, ideas, and experiences and developing active
(computer-mediated) personal relationships (McQuail, 2010).”
Key characteristics of new media, according to McQuail, include interactivity, social presence (or sociability), media richness,
autonomy, playfulness, privacy, and personalization. New media use expanded opportunities for self-expression especially among the
youth through Web logs, online forums, Web discussion board, social media, and messaging applications.

The new media generation considers itself globally networked made possible by the Internet. But as much as there is greater virtual
participation by this generation, the members of this group have grown to be more isolated and extremely expressive of their thoughts.
Observe your social media account for such manifestations.
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Functions of Communication and Media

 Inform citizens of what is happening around them (also called monitoring function);
 Educate the audience as to the meaning and significance of the “facts”,
 Provide a platform for public political discourse, facilitating the formation of “public opinion” and feeding that opinion back
to the public from whence it came, [including] the provision of space for the expression of dissent;
 Give publicity to governmental and political institutions (known as the “watchdog” role of journalism); and
 Serve as a channel for the advocacy of political viewpoints.

V. PRACTICE

DIRECTIONS: Briefly discuss each stage in the history media based on your own understanding. Write your answer on the space
provide.

1. Tribal Age
________________________________________________________________________________________________________
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________________________________________________________________________________________________________

2. Literacy Age
________________________________________________________________________________________________________
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________________________________________________________________________________________________________

3. Print Age
________________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________

4. Electronic Age
________________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________

VI. ENRICHMENT
Directions: Compare and contrast Traditional Media from New Media using the Venn diagram.

Traditional Media New Media

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VII. EVALUATION
Directions: On the space provided below, explain your answer through a short essay. Essay should be consist of 350 words maximum
of 400 words. Include how this mass medium works and how it could affect the world. If, possible provide an illustration. Refer to the
rubric below for the scoring.

“What do you think would be the next major mass medium that will be developed in the next ten years?”

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Criteria Weight Advanced Satisfactory Needs Improvement Score

4 points
Content 2 The answer is concise and
straightforward, focusing
only on essential and
relevant concepts.
Application 2 The ideas presented
apparently applied all the
concepts of trends
discussed.
Organization 1 Learner’s answer has a
clear start, middle and end.
Thoughts are undeniably
expressed.
Total 5
3 points
The answer includes mostly
essential and relevant
concepts, but some non-
essentials are included.
The ideas presented
somehow applied the
concepts of trends.
Learner’s answer is somehow
clear. Thoughts are
expressed.
2 point
The answer focuses on too
many conceptsthat are not
necessarily essential or
relevant.
The ideas presented are
similar to existing concepts.
Answer needs stronger
transitions.

Ref:Information Literacy in the 21st Century by Angelito P. Bautrista Jr. and Jessica Mariz R. Ignacio pages 14-17 and
https://www.sciencedirect.com/topics/social-sciences/media-history#:~:text=Although%20the%20term%20'media'%20came,wall%20paintings
%20of%20medieval%20times%2C

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