MEDIA AND INFORMATION LITERACY

United Nations Educational, Scientific and Cultural MEDIA AND INFORMATION

Organization (UNESCO)
 MEDIA
MEDIA AND INFORMATION LITERACY - physical objects used to communicate
with, or the mass communication
- defined as the knowledge and skills required
through physical objects such as radio,
to find, analyze, critically evaluate and
television, computers, or film.
generate information in various media and
- source of credible information
contexts.
- there is an editorial process
COMMUNICATION - editorial accountability can be
attributed to an organization
- the act or process of using words, sounds,
signs, or behaviors to express or exchange
information or to express your ideas, CATEGORIES OF MEDIA
thoughts, feelings, etc., to someone else.
1. Modality
TWO BASIC TYPES OF COMMUNICATION - Text, audio, video, graphics, animation
2. Format
1. Non-Verbal - Digital or Analog
- Signs 3. Ways of Transmitting
- Symbols - Electromagnetic or radio waves, light
- Colors waves
- Gestures 4. Mass Media Form
- body language - TV, radio, print, Internet, telephone, or
- facial expressions mobile
2. Verbal
- Oral  LITERACY
- Written - literacy is equivalent to a skill; in
general terms
COMMUNICATION MODELS - ability to identify, understand,
interpret, create, communicate, and
compute, using printed and written
1. Transmission Models materials associated with varying
- defines communication as the process of contexts. (UNESCO)
transmission of message as intended by
the source  MEDIA LITERACY
a. Lasswell’s Communication Model - ability to access, analyze, evaluate, and
b. Shannon and Weaver's create media in a variety of forms.
Communication Model - aims to empower citizens by providing
(see last page for illustrations) them with the competencies
(knowledge and skills) necessary to
2. Expressive Model engage with traditional media and new
- happens due to the need to share technologies.
understanding and emotions.
 INFORMATION LITERACY
3. Publicity Model - ability to recognize when information
- communication as the process of is needed, and to locate, evaluate, and
influencing the mind of others through effectively communicate information in
messages. its various formats.
4. Reception Model
- the communication is an open process  TECHNOLOGY LITERACY
- messages sent and received are open to - Ability of an individual, either working
various interpretations based on context independently or with others, to
and the culture of the receiver.
 MEDIA AND INFORMATION LITERACY
responsibly, appropriately, and
effectively use technological tools.
- Using these tools an individual can
access, manage, integrate, evaluate,
create and communicate information.
 MEDIA AND INFORMATION LITERACY
- essential skills and competencies that
allow individuals to engage with media
and other information providers
effectively, as well as develop critical
thinking and life-long learning skills to
socialize and become active citizens.
TYPOLOGY OF MEDIA
1. Acquiring Fundamentals
- Learning that there are human beings
and other physical things apart from
one’s self; these things look different
and serve different functions
- Learn the meaning of facial expression
natural sounds
- Recognize shapes, form, size, color,
movement, and spatial relations
2. Language Acquisition
- Recognize speech sounds and attach
meaning to them
- Be able to reproduce speech sounds
- Orient to visual and audio media
- Make emotional and behavior
responses to music and sounds
- Recognize certain characters in visual
media and follow their movement
3. Narrative Acquisition
- Developing understanding of
differences between:
o Fiction vs. nonfiction
o Ads vs. entertainment
o Real vs. make-believe
- Understanding how to connect plot
elements
4. Developing Skepticism
- Discounting claims made in ads
- Sharpening differences between likes
and dislikes for shows, characters,
and actions
- Making fun of certain characters even
though those characters are not
presented as foils in their shows
5. Intensive Development
- Strongly motivated to seek out
information on certain topics
- Developing a detailed set of
information on particular topics
(sports, politics, etc.)
- Has high awareness of utility of
information and quick facility in
processing information judged to be
useful
6. Experiential Exploring
- Seeking out different forms of content
and narratives
- Focusing on searching for surprises
and new emotional, moral, and
aesthetic reactions
7. Critical Appreciation
- Developing very broad and detailed
understanding of the historical,
economic, political, and artistic
contexts of message systems
- Ability to construct a summary
judgment about the overall strengths
and weaknesses of a message
8. Social Responsibility
- Taking a moral stand that certain
messages are more constructive for
society than others
- Recognizing that one’s own individual
decisions affect society – no matter
how minutely
- Recognizing that there are some
actions an individual can take to make
a constructive impact on society
 MEDIA AND INFORMATION LITERACY

A. Lasswell’s Communication Model

B. Shannon and Weaver's Communication

Model
 MEDIA AND INFORMATION LITERACY
THE EVOLUTION OF TRADITIONAL TO NEW
MEDIA
Over the years, media forms and the technology that
come with them have evolved dramatically.
These advancements have significant effects in our
society.
THE MCLUHAN MANTRA (MARSHALL MCLUHAN)
1. Society is driven by changes in media and
communication technology.
2. Society adapts to advances in technology, thus,
changing cultural, political, and even historical
aspects of that society.
3. Social change is typically associated with
technological advancement.
4. As technology stabilizes, users and consumers
adapt their behavior to the features and
perceived benefits of this technology, oftentimes
making people overly reliant to technology.
EVOLUTION OF MEDIA
 Pre-Industrial Age (Before 1700s)
- People discovered fire, developed
paper from plants, and forged
weapons and tools with stone,
bronze, copper and iron.
 Industrial Age (1700s-1930s)
- People used the power of steam,
developed machine tools, established
iron production, and the
manufacturing of various products
(including books through the printing
press).
 Electronic Age (1930s-1980s)
- The invention of the transistor
ushered 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.
 Information Age (1990s-2000s)
- The Internet paved the way for faster
communication and the creation of
the social network.
- People advanced the use of
microelectronics with the invention
of personal computers, mobile
devices, and wearable technology.
- Voice, image, sound and data are
digitalized.
- We are now living in the information
age.
TRADITIONAL VS NEW MEDIA
 Traditional Media
- one-directional
- 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 require both.)
- still prevalent despite the emergence
of new media.
 New Media
- Experience is more interactive.
- The audiences are more involved and
can send feedback simultaneously.
- viewed as an addition rather than a
replacement for old media.
MAIN CATEGORIES OF NEW MEDIA
1. Interpersonal Communication Media
- Examples are telephones,
smartphones, and other devices that
enables the user to call and send
messages like SMS, email, and instant
messages (IM).
2. Interactive Play Media
- Video games are interactive type of
media. This includes virtual and
augmented reality (VR and AR).
3. Information Search Media
- The World Wide Web is a source of
vast collection of information that can
be accessed in real-time despite the
geographical location.
 MEDIA AND INFORMATION LITERACY
4. Collective Participatory Media
- refers to the use of the Internet for
sharing and exchanging information,
ideas, and experiences and
developing active personal
relationships.
ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
1. Channel
- Provides opportunities for people to
communicate, share ideas, speculate,
tell stories and give information.
2. Monitoring
- media informs citizens of what is
happening around them.
3. Watchdog
- Exposes corrupt practices of the
government and the private sector.
- Guarantees free and fair election
4. Resource Center
- Acts as a gateway of information for
the society’s consumption.
- Keeper of memories of the
community, preserver of heritage and
source of academic knowledge.
MEDIA AND THE GOVERNMENT
A love-hate relationship.
NORMATIVE THEORIES OF THE PRESS
1. Authoritarian
- All forms of communications are
under the control of the government.
- press is an instrument to enhance the
ruler’s power in the country.
- government has all the rights to
restrict/censor any sensitive issue
from press to maintain peace and
security in the nation.
2. Soviet Media
- government controls the total media
and communication to serve working
classes and their interests.
- state puts an end to private
ownership of the press and other
media.
- Also called as Communist Media.
3. Libertarian
- free from any authority or any control
or censorship
- people are more than enough to find
and judge good ideas from bad
because people are rational.
- press should not restrict anything,
even a negative content may give
knowledge and can help make better
decision during worst situations.
4. Social Responsibility
- allows free press without any
censorship but at the same time the
content of the press should be
discussed in public panel and media
should accept any obligation from
public interference or professional
self-regulations or both.
- gives total media freedom in one
hand but the external controls in
other hand.
MEDIA REGULATION IN THE PHILIPPINES
 National Telecommunications Commission
(NTC)
- powers of the NTC are limited to the
allocation of frequencies to television
and radio stations, and do not extend
to supervision over content.
 Movie and Television Review and
Classification Board (MTRCB)
- National agency mandated to
supervise and regulate the republic
exhibition of motion pictures,
television programs, publicity
materials under a regulatory
framework guided by the
constitutional norms of respect to the
dignity of the person.
 The Philippine Journalist’s Code of Ethics
 Philippine Daily Inquirer Manual of Editorial
Policies
 Kapisanan ng mga Brodkaster ng Pilipinas
(KBP)