MEDIA AND INFORMATION LITERACY
MEDIA AND INFORMATION IN COMMUNICATION
MEDIA
A tool to communicate
with other people
Carries much responsibility
for presenting factually
correct information to the
masses.
Act as the tool for the
sending of information
and it can be mass media
which is information that
you can get from the
news in television or just a
small talk
INFORMATION
Data/ knowledge derived
from study, experience or
instruction, signals/
symbols
Knowledge from specific
event
Media and information
Play a significant influence
on communication and
become tools in sharing
information, ideas,
personal messages, and
other content.
Are just parts of a whole
communication process,
i.e. understanding by an
audience one wants to
convey the message to
and acting upon it.
Marshall McLuhan, Innis- said
about how you could define a
society by how they
communicate.
“The medium shapes the
message”. What this says
is that the kind, quality,
and quantity of
information that you can
communicate is
determined by the media
that you use.
FACEBOOK- pre dominant
social media platform
TWITTER- has 280 limit
characters, to share short and
quick information.
SNAPCHAT- “temporary”
social media
INSTAGRAM- known for its
filters, stickers, aesthetics,
stories etc.
COMMUNICATION
It is the process of sending
messages from sender to receiver.
So, there are many ways to send
message
MEDIA AND INFORMATION LITERACY
MEDIA AND INFORMATION IN COMMUNICATION
Communication is affected by
Media
 Communication can be
affected when conflicting
or false information is
conveyed through media
channels with an obvious
political slant or bias or a
campaign of wilful
disinformation.
 Interpersonal
communication is
affected by media, since
we form ideas, patterns of
behavior and attitudes in
a way, which is influenced
very much by the culture,
the society we are
exposed to.
Communication is affected by
media
Attitude and actions of
individuals in public and
private life was influenced
greatly
Reduced barriers
Information is more handy
helps widen knowledge
changes the way we
communicate
How Media changed the way we
communicate?
1. Created a sense of
urgency and a need to
share
-need to share and be shared
has grown immensely. The
way for people to constantly
update and share content.
2. Provided an Inside
perspective of faraway
places
-people use social media to
share their story.
3. Shared the full story
instead of just highlights
-people share their moments
and whereabouts in their day
to day lives.
4. Made digital message
more personal
-you can send your message
to people privately.
-use creativity with the use of
emojis, emoticons.
5. Brought NEWS back into
Millenial life
-making news more
accessible to millenials (eye
catching caption/ headline to
catch their intere
MEDIA AND INFORMATION LITERACY
MEDIA AND INFORMATION IN COMMUNICATION

6. Provided the ability to 2.2 Body Language-

broadcast moments- live mannerisms

-facebook live 2.3 Sounds-mood of the

speaker
Communication
MODELS OF COMMUNICATION
Stirring up of ideas in the
mind of another. The
process of using words Shannon-Weaver Model
sound signs or behaviors. (Claude Shannon, Warren
Weaver, 1948)-MOTHER OF
Importance of Communication ALL MODELS introduced
the concept of “noise”
Express thoughts
 Often called the
Create awareness TELEPHONE MODEL,
TRANSMISSION MODEL
Fulfil goal
because it is based on the
Reduce stress experience of having the
message interfered by
Types of Communication noise.

1. Verbal- refers to an  Dropped calls, calls that

interaction in which words echo, faint signals
are used to relay a
message.

1.1 Oral

1.2 Written

2. Non Verbal- wordless

message

Elements of Non-Verbal

2.1 Appearance-
significant role;
speaker
MEDIA AND INFORMATION LITERACY
MEDIA AND INFORMATION IN COMMUNICATION

Westley and Maclean

Model ( Bruce Westley
and Malcolm S.
Maclean,1957)-
interpersonal and mass
communication

 The model demonstrates

that environmental
conditions, statements,
and communication Lasswell’s model (Harold
processes are all Dwight Lasswell, 1948)-
intertwined. linear model that describe
an act of communication:
 Communication begins
WHO, SAYS WHAT, IN
only when a person
WHICH CHANNEL, TO
receives a message from
WHOM and WITH WHAT
surroundings. Each
EFFECT
receiver responds to the
message they received  This model uses the
based on their object of concept of effect,
orientation. therefore considers the
IMPACT of the message.
 (f) Feedback, (A)
Advocate/ Source (B)  No feedback, there’s an
absence of noise
Audience (C)
Gatekeepers (X)
Environment factors
MEDIA AND INFORMATION LITERACY
MEDIA AND INFORMATION IN COMMUNICATION

Berlo’s SMCR Model ( and Wilbur Schramm,

David Berlo 1960)-
represents the process of
communication in its
simplest form. The
acronym SMCR stands for
Sender, Message,
Channel, and Receiver.
 Because this
communication tool also
emphasises the coding
and decoding of the
message, it can be used
for more efficient
communication. E.g news
reporter
 Berlo argued that it is the
listener who ultimately
determines the meaning
of any particular
message. SENDER AND
THE RECEIVER MUST BE ON
THE SAME LEVEL
1954)- reception model,
The model is based on the
idea that communication
is a circular and
interactive process that
involves constant
feedback and
adjustment.
 The model also shows how the
sender and the receiver have
different fields of experience,
which are their backgrounds,
knowledge, beliefs, values,
attitudes, and expectations
that shape their perception
and interpretation of the
message.

Osgood- Schramms’
Model (Charles Osgood
MEDIA AND INFORMATION LITERACY
LITERACY

LITERACY outlets, and sources while

distinguishing between
Skill, ability to the ones that are credible
identify,understand, and the ones that are not
interpret, create,
communicate, and Ability to access, analyze,
compute, using printed evaluate, and create
and written materials media
associated with varying
contexts. iNFORMATION

Involves a continuum of Covers processed data,

learning wherein knowledge, derived from
individuals can achieve study experience,
their goals, develop their instruction, signals or
knowledge and potential symbol

MEDIA INFORMATION LITERACY

Tool or physical object Ability to accept/

used to communicate recognize information that
messages. (radio, is needed and use
television, film, computer effectively and how will
etc.) one access, locate and
evaluate
MEDIA LITERACY
5 Components of Information
Ability to do with Literacy
information and and
communication in a 1. Identify
variety of context (tools) 2. Find
3. Evaluate
via natural or artificial
4. Apply
means (technology) 5. Acknowledge
KNOWLEDGE AND SKILLS

Ability to identify
publishing methods,
MEDIA AND INFORMATION LITERACY
LITERACY

INFORMATION DISORDER Helps one to

communicate, solve
 Misinformation- problems, and enhance
unintentionally spread of life-long learning skills for
false information future progress

 Disinformation- with the

intent to spread
inaccurate information

 Mal-information- spread
of true information that is
use for malicious purpose/
to cause harm

TECHNOLOGY LITERACY

Ability of an individual
either working
independently or with
others. (appropriateness,
effectiveness and
responsiveness)

Ability to acquire new

knowledge

MEDIA AND INFORMATION

LITERACY

Skills, knowledge
executed to be able to
communicate/ interact
with others.
MEDIA AND INFORMATION LITERACY
EVOLUTION OF MEDIA
IMPORTANCE OF MEDIA
Pervasiveness
Persuasion Forum
Entertainment form
Information Source
Binding Influence
Roles and functions of Media in
DEMOCRATIC Society
Channel- area to
opportunity for people to
communicate, to share
thoughts and infos
Watchdog/ role of
journalism - exposes
corrupt practices of the
government and the
private sector.
 Creating a space wherein
governance is challenged or
scrutinized by the governed. It
also guarantees free and fair
elections.
 Exposure of government/
politicians in order for us to be
updated
Resource Center- acts as
a gateway of information
for the society’s
consumption. it becomes
a keeper of memories of
the community, preserver
of heritage and source of
academic knowledge.
Advocate- through its
diverse sources or formats,
it bridges the gap of
digital divide.
Mass Media
 Channels of information
that involve transmitting
information
Media Demassification
 Division/ breakup of social
and political into its
component parts.
THE EVOLUTION OF MEDIA
1. Pre-Industrial Age (Before
1700s)
 People discovered fire,
developed paper from plants,
and forged, weapons and
tools with stone, bronze,
copper and iron.
Examples:
• Cave paintings (35,000 BC)-
(also known as “parietal art”)
are numerous pained
drawings on the walls or
ceilings, mainly of prehistoric
decent paintings around 38
000 BCE.
MEDIA AND INFORMATION LITERACY
EVOLUTION OF MEDIA
• Clay tablets in Mesopotamia
(2400 BC)- are used as a writing
medium especially for writing in
cuneiform.
 Clay tablets (Akkadian ṭuppu)
were used as a writing
medium, especially for writing
in cuneiform, throughout the
Bronze Age and well into the
Iron Age. Cuneiform
characters were imprinted on
a wet clay tablet with a stylus
often made of reed (reed
pen).
•Cuneiform is one of the oldest
forms of writing. This means of
communication was used for over
3 000 years in 15 different
languages.
 WRITING (CUNEIFORM SCRIPT) -
One of the earliest schemes of
writing, identified by its
wedge-shaped marks on clay
tablets.
• Papyrus in Egypt (2500 BC)- is
made from pith of cyper papyrus
plant. It is used in ancient times as
writing surface to designate
documents written on its sheets,
rolled up to scrolls.
• Acta Diurna in Rome (130 BC)-
daily roman official notices a
source of daily gazette, carved on
stone or metal and presented in
message boards in public places
like the forum of Rome they were
also called simply the first form of
acta appeared around 131 bc
during the roman republic
• Dibao in China (2nd Century)-
earliest and oldest newspaper in
the world.
MEDIA AND INFORMATION LITERACY
EVOLUTION OF MEDIA
• Codex in the Mayan region (5th
Century)- Maya codices singular
of codex are folding books written
by the pre-colonial Maya
civilization in maya hieroglyphic
script on mesoamerican bark cloth
The maya developed the huun-
paper around the fifth century
which is roughly the same time
that the codex became
predominant over the scroll in the
roman world.
• Printing press using wood blocks
(220 AD)- Wood block printing is
technique for printing text images
or patterns used widely throughout
east asia and originating in china
in antiquity as a method of printing
on textiles and later on paper prior
to the invention of wood block
printing seals
2. 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).
Examples:
•Newspaper- The London Gazette
(1640) - is one of the
official journals of record of
the British government, and the
most important among such
official journals in the United
Kingdom. It claims to be the oldest
surviving English newspaper and
the oldest continuously published
newspaper in the UK, having been
first published on 7 November 1665
as The Oxford Gazette.
•Typewriter (1800)- invented by
Christopher Latham Sholes, Frank
haven Hall, Carlos Glidden and
Samuel W. Soule in Milwaukee,
Wisconsin,
•Telephone (1876)- a
telecommunications device that
allows many users to administer a
conversation when they are far
apart to be heard
 invented by Scottish emigrant
Alexander Graham Bell in
America in 1876
 Alexander Graham; “Mr.
Watson come here, I want to
see you”
MEDIA AND INFORMATION LITERACY
EVOLUTION OF MEDIA
• Motion picture
photography/projection (1890)-
(also known as film or movie) is
series of still photos on film,
projected in rapid succession onto
a screen by means of light.
• Motion picture with sound
(1926)- A sound film is a motion
picture with synchronized sound,
or sound technologically coupled
to a silent film. In 1913, Edison
introduced a new cylinder-based
synch-sound apparatus known ,
just like his 1895 system, as the
Kinetophone
• Telegraph - used for long-
distance communication by
transmitting electrical signals over
a wire lay between stations.
• Punch cards- Invented by
Herman Hollerith, 1st used for vital
statistics tabulation by the New
York City Board of Health and
several states and was use also in
the 1890 census.
• Commercial motion pictures
(1913)
• Printing press for mass
production (19th century)- is
typically used for texts. It is a
device that applies pressure to an
inked surface resting upon a print
medium (like paper or cloth)
3. 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.
Examples:
• Transistor Radio- using radio
waves to convey information such
as sound by modulating some
property of electromagnetic
energy waves transferred through
space
• Television (1941)-
telecommunication medium used
for transmitting sound with moving
pictures in monochrome/color
and in 2 or 3 dimensions
MEDIA AND INFORMATION LITERACY
EVOLUTION MEDIA
• Large electronic computers-
EDSAC (1949)- Electronic Delay
Storage Automatic Calculator by
John Von Neumann. This was
constructed by Maurice Wilkes
and his teams at the University of
the Cambridge Mathematical
Laboratory in England.
 The 2nd electronic digital
stored program computer
to go into regular service.
•UNIVAC 1 (1951)- 1st commercial
computer produced in the US,
Designed by J. Presper Eckert and
John Mauchly.
•Mainframe computers - i.e. IBM
704 (1960)- (ENIAC 1946)
Electronic Numerical Integrator
and Computer - was referred to as
“giant brain”
 -a general purpose
computer. It is envisioned
to be worked directly by
an end-user with no
superseding computer
time.
•Personal computers Hewlett-
Packard 9100A (1968), Apple 1
(1976)- Is an early programmable
calculator for computer
• APPLE 1 (1976) Apple Computer
1- is a desktop computer released
by Apple Computer Company
(now Apple Inc. in 1976) Designed
by Steve Wozniak. First product of
Apple
•OHP, LCD projectors- For
displaying video, images or
computer data on a screen or
other flat surface. A modern
equivalent of the slide projector or
overhead projector.
MEDIA AND INFORMATION LITERACY
EVOLUTION MEDIA
•MOBILE PHONE- A portable
telephone which can produce
and received calls over a radio
frequency carrier
 most services used a
cellular network
4. New Age/ Information
Age (1900s-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 ofpersonal
computers,
mobiledevices, and
wearable technology.
Moreover, voice, image,
sound and data are
digitalized. We are now
living in the information
age Examples:
• INTERNET- A worldwide system of
unified computer networks that
use the Internet Protocol Suite
(TCP/IP) that links billions of
devices across the planet
•Cloud and Big Data
• Blogs: Blogspot (1999),
LiveJournal (1999), Wordpress
(2003)
• Social networks: Friendster
(2002), Multiply (2003),Facebook
(2004)
• Microblogs: Twitter (2006), Tumblr
(2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual
Reality
•Cloud and Big Data
• Blogs: Blogspot (1999),
LiveJournal (1999), Wordpress
(2003)
• Social networks: Friendster
(2002), Multiply (2003),Facebook
(2004)
• Microblogs: Twitter (2006), Tumblr
(2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual
Reality
• Video chat: Skype (2003),
Google Hangouts (2013)
• Search Engines: Google (1996),
Yahoo (1995)
• Portable computers- laptops
(1980), netbooks (2008), tablets
(1993)
• Smart phone
•Web browsers: Mosaic (1993),
Internet Explorer (1995)
• Wearable technology