Media

It refers to any physical object used to

communicate media messages.
Communication
The act or process of using words,
sounds, signs, or behaviors to
express or exchange information,
ideas, thoughts, feelings, etc., to
someone else.
Communication Model
Media
It refers to any physical object used to
communicate media messages.
Communication
The act or process of using words,
sounds, signs, or behaviors to
 express or exchange information,
ideas, thoughts, feelings, etc., to
someone else.
Communication Model
Media
It refers to any physical object used to
communicate media messages.
Communication
The act or process of using words,
sounds, signs, or behaviors to
express or exchange information,
ideas, thoughts, feelings, etc., to
someone else.
Communication Model

9
What’s New
Activity 1:
Fill in the table below of the estimate
number of hours you spent in each
media or
information provider from previous
week.
Weekly Interaction Log with
Information and Information Providers
Media and Information Provider
Number of Hours in a week
Youtube
Facebook
Television
Books
Others
What is It
COMMUNICATION AND MEDIA
Communication refers to the process of
conveying or sharing information. Since
then,
it is often described as a natural ability
of an individual to socialize with others.
In
the 21st century world, com

What’s New
Activity 1:
Fill in the table below of the estimate
number of hours you spent in each
media or
information provider from previous
week.
Weekly Interaction Log with
Information and Information Providers
Media and Information Provider
Number of Hours in a week
Youtube
Facebook
Television
Books
Others

What is It
COMMUNICATION AND MEDIA
Communication refers to the process of
conveying or sharing information. Since
then,
it is often described as a natural ability
of an individual to socialize with others.
In
the 21st century world, com

What’s New
Activity 1:
Fill in the table below of the estimate
number of hours you spent in each
media or
information provider from previous
week.
Weekly Interaction Log with
Information and Information Providers
Media and Information Provider
Number of Hours in a week
Youtube
Facebook
Television
Books
Others

What is It
COMMUNICATION AND MEDIA
Communication refers to the process of
conveying or sharing information. Since
then,
it is often described as a natural ability
of an individual to socialize with others.
In
the 21st century world, com
MEDIA AND INFORMATION LITERACY
MODULE 1
 Media - It refers to any physical object used to communicate media messages.
 Communication -The act or process of using words, sounds, signs, or behaviors to
express or exchange information, ideas, thoughts, feelings, etc., to someone else.
 Communication Model - Are diagrams that make you understand the process at a
glance. They are like map that guide you in the understanding how communication works
in different settings.
 Information Knowledge - of specific events or situations that has been gathered or
received by communication, intelligence or news.
 Media Literacy -The ability to read, analyze, evaluate and produce communication in a
variety of media forms.
 Social Media - Forms of electronic communication through which people create online
communities to share information, ideas, personal messages, etc.

COMMUNICATION AND MEDIA

Communication refers to the process of conveying or sharing information. Since then, it
is often described as a natural ability of an individual to socialize with others. In the 21st
century world, communication has become “more social” due to the emergence of
technology. Media are defined as sources of credible and current information created
through an editorial process determined by journalistic values. To the extent that media
become an important part of every society’s communication system, their institutional
make-up can mesh with a variety of non-media information providers, such as
libraries, museums, archives, Internet information providers, other information
organizations and citizens who produce their own content. With the emergence of
technological platform of communication, delivery of the message increased its speed
resulting to some grapevine form of communication. To clearly understand how
communication happens, it is appropriate to take a look on the following communication
models.
Shannon-Weaver’s Communication Model (1948)

Osgood- Schramm Model Of Communication (1954)

Berlo’s SMCR Model of Communication (1960)

In 1960, David Berlo postulated Berlo’s
Sender-Message-Channel-Receiver
(SMCR)
model of communication from Shannon
Weaver’s Model of Communication
(1949).
He described factors affecting the
individual components in the
communication
making the communication more
efficient.
The model also focuses on encoding
and decoding which happens before
sender
sends the message and before receiver
receives the message respectively.
Berlo’s Model has mainly, four
components to describe the
communication process.
They are sender, message, channel and
receiver. Each of the component is
affected
by many factors.
In 1960, David Berlo postulated Berlo’s
Sender-Message-Channel-Receiver
(SMCR)
model of communication from Shannon
Weaver’s Model of Communication
(1949).
He described factors affecting the
individual components in the
communication
making the communication more
efficient.
The model also focuses on encoding
and decoding which happens before
sender
sends the message and before receiver
receives the message respectively.
Berlo’s Model has mainly, four
components to describe the
communication process.
They are sender, message, channel and
receiver. Each of the component is
affected
by many factors.
Aristotle Model of Communication
Aristotle(384-322 B.C) was a Greek
philosopher and writer born in Stagira,
Northern
Greece. While exploring the human
nature scientifically, Aristotle developed
a linear
model of communication for oral
communication known as Aristotle’s
Model of
Communication. This is considered as
the first model of communication and
was
proposed before 300 B.C. It is also
the is most widely accepted among
all
communication models.
Aristotle Model is mainly focused on
speaker and speech. The Aristotle’s
communication model is a speaker
centered model as the speaker has
the most
important role in it and is the only one
active. It is the speaker’s role to
deliver a
speech to the audience. The role of the
audience is passive, influenced by the
speech.
This makes the communication process
one way, from speaker to receiver.
Aristotle(384-322 B.C) was a Greek
philosopher and writer born in Stagira,
Northern
Greece. While exploring the human
nature scientifically, Aristotle developed
a linear
model of communication for oral
communication known as Aristotle’s
Model of
Communication. This is considered as
the first model of communication and
was
proposed before 300 B.C. It is also
the is most widely accepted among
all
communication models.
Aristotle Model is mainly focused on
speaker and speech. The Aristotle’s
communication model is a speaker
centered model as the speaker has
the most
important role in it and is the only one
active. It is the speaker’s role to
deliver a
speech to the audience. The role of the
audience is passive, influenced by the
speech.
This makes the communication process
one way, from speaker to receiver.
Elements of communication:
o Speaker - the source of information or message.
o Message - any information or anything the speaker/sender wants to communicate by
using a medium.
o Medium - is the form in which the speaker/sender conveys the message
o Channel - is the method or means of sending or expressing the messages
o Encoding- the process of converting the messages into words, actions or other forms that
the speaker understands.
o Listener/ receiver- he recipient or the one who gets the message
o Feedback - is the receiver’s reaction or response
o Context- is the situation or environment where communication takes place
o Barrier - the factors that affect the flow of communication.
o Decoding -the process of interpreting the encoded message of the speaker by the receiver

MODULE 2

o Information Literacy - Refers to the abilities to recognize when information is needed

and to locate, evaluate, effectively use, and communicate information in its various
formats.
 o Literacy - The ability to identify, understand, interpret, create, communicate and
compute, using printed and written materials associated with varying contexts.
Literacy involves a continuum of learning, wherein individuals are able to achieve their
goals, develop their knowledge and potential, and participate fully in their community
and wider society.
o Media and Information Literacy - MIL stands for media and information literacy,
and refers to the essential competencies and skills that allow citizens to engage
with media and other information providers effectively and develop critical thinking
and life-long learning skills to socialize and become active citizens.
o Media Literacy - The ability to decode, analyze, evaluate and produce communication in
a variety of forms.
o Technology (Digital) Literacy - The ability to use digital technology, communication
tools or networks to locate, evaluate, use and create information. It also refers to the
ability to understand and use information in multiple formats from a wide range of
sources when it is presented via computers and to a person’s ability to perform tasks
effectively in a digital environment. Digital literacy includes the ability to read
and interpret media, to reproduce data and images through digital manipulation, and to
evaluate and apply new knowledge gained from digital environments.

MEDIA AND INFORMATION

LITERACY
Media and Information Literacy are
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.
Media refers to the physical objects to
communicate with such as radio,
television,
computers, etc. Information on the
other hand, refers to the processed
data,
knowledge from a study, experience,
instruction and symbol. Literacy is
the term
coined for the ability to identify,
understand, interpret, create, compute
and
communicate using printed and written
materials.
Media Literacy is the ability to
access, analyze, evaluate, and create
media in a
variety of forms. It aims to empower
citizens by providing them with the
competencies
(knowledge and skills) necessary to
engage with traditional media and
new
technology. Information Literacy is
the ability to recognize when
information is
needed, and to locate, evaluate, and
effectively communicate information
in its
various formats. Lastly, Technology
Literacy refers to the ability of an
individual,
either working independently or with
others, to 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

Media and Information Literacy are 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.
Media refers to the physical objects to communicate with such as radio, television,
computers, etc. Information on the other hand, refers to the processed data,
knowledge from a study, experience, instruction and symbol. Literacy is the
term coined for the ability to identify, understand, interpret, create, compute
and communicate using printed and written materials.

Media Literacy is the ability to access, analyze, evaluate, and create media in a
variety of forms. It aims to empower citizens by providing them with the competencies
(knowledge and skills) necessary to engage with traditional media and new
technology. Information Literacy is the ability to recognize when information is
needed, and to locate, evaluate, and effectively communicate information in its
various formats. Lastly, Technology Literacy refers to the ability of an individual, either
working independently or with others, to responsibly, appropriately, and effectively
use technological tools. Using these tools an individual can access, manage,
integrate, evaluate, create and communicate information.
 MODULE 3

 Pre-Industrial Age Pre-Industrial Age (Before 1700s) - People discovered fire,

developed paper from plants, and forged weapons and tools with stone, bronze, copper
and iron.
Ex.
o Cave Paintings
o Clay Tablets
o Papyrus

o Acta Diurna in Rome (130 BC)

o • Dibao in China (2nd
Century)
o • Codex in the Mayan region
(5th Century)
o • Printing press using wood
blocks (220 AD
o Acta Diurna in Rome (130 BC)
o Dibao in China (2nd Century)
o Codex in the Mayan region (5th Century)
o Printing press using wood blocks (220 AD

ndustrial Age
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).
ndustrial Age
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).
ndustrial Age
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).
 Industrial Age 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).
Ex.
o Printing press for mass production (19th century)
o Telegraph
o Motion Picture

o Newspaper- The London

Gazette (1640)
o • Typewriter (1800)
o • Telephone (1876)
o • Motion picture
photography/projection (1890)
o • Commercial motion pictures
(1913)
o • Motion picture with sound
(1926)
o • Punch cards
o Newspaper- The London Gazette (1640)
o Typewriter (1800)
o Telephone (1876)
o Motion picture photography/projection (1890)
o Commercial motion pictures (1913)
o Motion picture with sound (1926)
o Punch cards

o Electronic Age
o Electronic Age (1930s-1980s)
- The invention of the
transistor ushered in the
o electronic age. People
harnessed the power of
transistors that led to the
o transistor radio, electronic
circuits, and the early
computers. In this age, long
 o distance communication became
more efficient.
 Electronic Age 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.
Ex.
o Transistor Radio
o Large Electronic Computers
o Mainframe Computers

o Television (1941)
o • Personal computers - i.e.
Hewlett Packard 9100A (1968),
Apple 1 (1976)
o • OHP, LCD projectors
o Television (1941)
o Personal computers - i.e. Hewlett Packard 9100A (1968), Apple 1 (1976)
o OHP, LCD projectors

o New Age or Information Age

o Information Age (1900s-
2000s) - The Internet paved
the way for faster
 o communication and the creation
of the social network. People
advanced the use
o of microelectronics with the
invention of personal
computers, mobile devices,
o and wearable technology.
Moreover, voice, image, sound
and data are
o digitalized. We are now living
in the information age
 New Age or Information 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 of personal
computers, mobile devices, and wearable technology. Moreover, voice, image,
sound and data are digitalized. We are now living in the information age
Ex.

oaptop Facebook Google Meet

o (Social Network) (Video Chat)
oaptop Facebook Google Meet
o (Social Network) (Video Chat)
o Laptop
o Facebook (Social Network)
o Google Meet (Video Chat)

o eb browsers: Mosaic (1993),

Internet Explorer (1995)
o • Blogs: Blogspot (1999),
LiveJournal (1999), Wordpress
(2003)
o • Social networks:
Friendster (2002), Multiply (2003),
Facebook (2004)
o • Microblogs: Twitter
(2006), Tumblr (2007)
o • Video: YouTube (2005)
o • Augmented Reality /
Virtual Reality
o • Video chat: Skype (2003),
Google Hangouts (2013)
o • Search Engines: Google
(1996), Yahoo (1995)
o • Portable computers-
laptops (1980), netbooks (2008),
tablets (1993)
o • Smart phones
o • Wearable technology
o • Cloud and Big Data
o Web browsers: Mosaic (1993), Internet Explorer (1995)
o Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
o Social networks: Friendster (2002), Multiply (2003), Facebook (2004) •
Microblogs: Twitter (2006), Tumblr (2007)
o Video: YouTube (2005)
o Augmented Reality / Virtual Reality
o Video chat: Skype (2003), Google Hangouts (2013)
o Search Engines: Google (1996), Yahoo (1995)
o Portable computers- laptops (1980), netbooks (2008), tablets (1993)
o Smart phones
o Wearable technology
o Cloud and Big Data

o Functions of Communication of
Media
o 1. Monitoring Function. This
is to inform the citizens on what
is
o happening around them.
o 2. Information Function.
This is to educate the audience
on the
o meaning and significance of
the facts.
o 3. Opinion Function. This is
to provide a platform for public
political
o discourse. It is to facilitate
public opinion and expression
of
o dissent.
o 4. Watchdog Role of
Journalism. It denounces the
wrongdoing of the
 o government and the private
which leads to increasing of
accountability
o and spearheading positive
changes.
o 5. Channel for Advocacy of
Political viewpoints
Functions of Communication of Media
1. Monitoring Function. This is to inform the citizens on what is happening around
them.
2. Information Function. This is to educate the audience on the meaning and
significance of the facts.
3. Opinion Function. This is to provide a platform for public political discourse. It is to
facilitate public opinion and expression of dissent.
4. Watchdog Role of Journalism. It denounces the wrongdoing of the government and
the private which leads to increasing of accountability and spearheading positive changes.
5. Channel for Advocacy of Political viewpoints

Sources of Information
There are three sources of information: indigenous media, library and internet. Let us learn
more of them in the following activities.

Indigenous Media
Indigenous media could also be
defined as variety of media
expression
conceptualized, produced, and
circulated by indigenous people with
information appropriate to their culture.
Source: “Media and Information Sources”, BA Media
and Information Literacy,last modified September 18,
2018,
https://bamil786447613.wordpress.com/2018/09/18/me
dia-and-information-sources/

Indigenous Knowledge is a unique

knowledge from a specific culture or
society.
Indigenous Communication is the
transmission of information through
local
channels or forms by which the
culture is preserved, handed down
and
adapted.
1. Indigenous Media
Indigenous media could also be defined as variety of media expression
conceptualized, produced, and circulated by indigenous people with information
appropriate to their culture.
Indigenous Knowledge is a unique knowledge from a specific culture or society.
Indigenous Communication is the transmission of information through local
channels or forms by which the culture is preserved, handed down and adapted.
Characteristics of Indigenous Media
• oral tradition of communication
• store information in memories
• information exchange is face-to-face
• information is contained within the border of the community

orms of Indigenous Media

• Folk or traditional media
• Gatherings and social
organizations
• Direct observation
• Records (written, carved, oral)
• Oral instruction
Forms of Indigenous Media
• Folk or traditional media
• Gatherings and social organizations
 • Direct observation
• Records (written, carved, oral)
• Oral instruction

2. Library
Library is a place where artistic, literary, musical and reference materials such
manuscripts, books, and films are kept for use and not for sale.

Types of Libraries
• Academic Library. This is for Colleges and Universities
• Public Library. This is for cities and towns
• School Library. This is for students from Kindergarten to Grade 12
• Special Library. This is in specialized environment such as hospitals, private
business and the government.

Internet
It is a global computer network
providing a variety of information
and
communication facilities, consisting of
interconnected networks using
standardized communication protocols.
Since it is easy to access information
from the internet, the following
evaluation
criteria will help you how to assess
online resources.
• Currency. It is the timeliness of
information.
• Relevance. It is the significance of
the information that you need.
• Authority. It is the source of
information.
• Accuracy. It is the closeness of the
report to the actual data
• Purpose. The reason why it is
created.
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
3. Internet
It is a global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using standardized
communication protocols.
Since it is easy to access information from the internet, the following evaluation criteria
will help you how to assess online resources.
• Currency. It is the timeliness of information.
• Relevance. It is the significance of the information that you need.
• Authority. It is the source of information.
• Accuracy. It is the closeness of the report to the actual data
• Purpose. The reason why it is created.
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

MODULE 4