MIL REVIEWER

Introduction to Communication and Media Information Literacy

Communication

- Act or process of using words, sounds, signs or behaviors to exchange information & express ideas, thoughts,
feelings that can result in understanding.

Types of Communication

Verbal

- Message is transmitted verbally; communication is done by word of mouth

- Oral & written

Non – Verbal

- Sending or receiving wordless messages

- Signs, symbols, colors, gestures, body language, facial expressions

Elements of Communication (Berlo’s Model)

 Sender – person who originates the message

 Message – content (piece of info) that is being communicated
 Channel – medium being used to transmit message
 Receiver – person whom the message is directed toward

Terms To Understand:

Media Literacy

- The ability to read, analyze, evaluate, and produce communication in a variety of media forms.

Information Literacy

- The ability to recognize when information is needed to locate, evaluate, effectively use and communicate
information in its various formats.

Technology (Digital) Literacy

- The ability to use digital technology, communication tools or networks to locate, evaluate, use, and create
information.

Media and Information Literacy

- Defined as a set of competencies that empowers citizen to access, retrieve, understand, evaluate, and use,
create, as well as share information and media content in all formats, using various tools, in a critical, ethical and
effective way, in order to participate and engage in personal, professional and societal activities.

Media Information Literacy

- Essential competencies (knowledge, skills, and attitude) that allow citizens to engage with media and other
information providers effectively and develop critical thinking and life-long learning skills for socializing and
becoming active citizens.

The Evolution of Traditional Media to New Media

PRE – INDUSTRIAL AGE (before 1700)

- The time before the existence of written or recorded history

- People discovered fire, developed paper from plants, and forges weapons & tools with stones & other materials
- People learned how to etch on caves, and they drew what they saw around them such as animals and nature,
thus creating rock art.
- Two kinds of rock art during this age are petroglyphs and pictographs. This shows how people express their
thoughts/ideas.
 Petroglyphs – images were created by carving, engraving, or scratching the rock’s surface to reveal the
lighter layers beneath.
 Pictographs – paintings that were made by applying red ochre or; less commonly, black, white or yellow
dye.
- Some other forms of media during this age:
 Cave paintings
 Clay tablets in Mesopotamia
 Papyrus in Egypt
 Codex in Mayan Region
INDUSTRIAL AGE

- Began in the 18th century in Great Britain when the country made drastic reforms to improve their economy.
- Technology shifted from using hand tools to operating power-driven machines.
- People used the power of steam, developed machine tools, established iron production, and the manufacturing
of various products (including books through the printing press).
- Communication during the Industrial Age also became viable because of the invention of the telegraph.
- Some other forms of media during this age:
 Printing Press - for mass production
 Telegraphs – developed in 1830s & 1840s by Samuel Morse & other inventors, it revolutionized long-
distance communication; it worked by transmitting electrical signals over a wire laid between stations
 Newspaper Production (1600s)– The London Gazette
 Typewriter (1800)
 Telephone
 Motion pictures (1890)

ELECTRONIC AGE

- Electronic refers to an object that has electronic components, such as sensors, microchips, which functions once
it is connected to an electrical outlet.
- The invention of the transistor gave way for the electronic age. People harnessed the power of transistors that
led to the transistor radio, electronic circuits, and early computers.
- In this age, long distance communication became more efficient.
- Some other forms of media during this age:
 Radio – technology of using radio waves to convey info such as sound, by modulating some property of
electromagnetic energy waves transferred through space
 Television – telecommunication medium used for transmitting sound with moving pictures
 Computers – electronic device for storing & processing data, typically in binary form
- ENAIC, Electronic Numerical Integrator & Computer (1985) – was the first programmable,
electronic, general-purpose digital computer
- UNIVAC, Universal Automatic Computer (1951) – the first general-purpose electronic digital
computer designed for business application produced

INFORMATION/NEW AGE

- Upgraded what it can offer to consumers in terms of gadgets and devices that can make their way of life not
only functional and comfortable, but also offer endless possibilities.
- The internet started in this age. It 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 digitized.
- Makes available of instant access to knowledge that would have been difficult or impossible to find previously
- Some other forms of media during this age:
 Mobile Phones – portable telephone which can produce and receive calls over radio frequency
 Internet – global system of interconnected networks that uses the internet
 Web browsers: Mosaic (1993), Internet Explorer (1995)
 Blogs: Blogspot (1999), Wordpress (2003)
 Social networks: Friendster (2002), Multiply (2003), Facebook (2004), Instagram
 Microblogs: Twitter (2006), Tumblr (2007)
 Video: YouTube (2005)

Issue, news, presentation, and sources of media and information

News

- Refers to factual information about current events & events on a daily basis
- These are well-evaluated, sorted, and well-packaged stories reported to the public through various sources such
as newspapers, magazines, television shows, cable and radio programs, web sites, email messages, and word of
mouth.
- It's new, significant, interesting, and it is about people.
- It may dwell on international or regional issues and focus on business, health, weather, sports, etc.

Issues

- subject, or problem people are thinking or talking about. Cambridge Dictionary defined the issue as a set of
newspapers or magazines published at the same time or a single copy of a newspaper or magazine.
- Oftentimes, there are range of differing views on the topic.
- Collection of news both present and in the past that are significant.
Role of Media in the Presentations of News and other Issues

- Media refers to the different types of media that are used to provide people with important information and
knowledge. It has been part and parcel of our everyday struggles as we seek truth and useful information.
- Different media types are used to make ourselves entertained, gain new insights, and be updated on recent
happenings. People have learned to utilize different modes to efficiently present news or other issues to the
public.

Media

- Plural form of medium, is a communication channel through which news and other issues are presented or
disseminated.
- It describes how we communicate in our society because it refers to all means of communication.
- It allows the presentation of news and other issues well accessible to a large number of people.

MAIN SOURCES OF MEDIA and INFORMATION

A. PRINT MEDIA
- Delivery method is written; intended to be read
- The oldest and most widespread type of mass media because it does not require an elaborate technical
infrastructure on the part of the user
- Types of Print media
 Newspapers
 Magazines
 Books
 Brochures
 Billboards
 Banners
 Flyers
 Leaflets
B. BROADCAST MEDIA
- Uses audio or audiovisual communication in delivering content
- May be considered as old school compared to digital media; it is still relevant these days
- Reaches its target audiences using airwaves as the transmission medium.
- TYPES OF BROADCAST MEDIA
 Television
 Radio
 Movies
C. INTERNET/DIGITAL/NEW MEDIA
- Delivers information in the form of video, audio & text & uses digital technology
- The contents of this media are organized and distributed on digital platforms.
- Digital refers to something using digits, particularly binary digits.
- TYPES of DIGITAL/NEW MEDIA
 Social networks or websites
 Online forums
 Podcast

Indigenous Media

- Defined as forms of media expression conceptualized, produced, and circulated by indigenous peoples around
the globe as vehicles for communication, including cultural preservation, cultural and artistic expression, political
self-determination, and cultural sovereignty.
- Examples of special media are the indigenous form: folktales, folk songs, folk dances, puppet chorus or the
modern day balloons, T-shirts, umbrellas, billboards that carry messages of various orientations.
Characteristics of Indigenous Media:
a. Oral tradition of communication
b. Store information in memories
c. Information exchange is face-to-face
d. Information is contained within the border of the community

POTENTIAL SOURCES OF INFORMATION

- List of reliable sources:

 books—authored, edited, and published
 newspapers and magazines
 peer reviewed journals
 peer reviewed articles
 PhD or MBA dissertations and research
  Public library including Questia
 scholarly articles
 isolated studies or academic research
 educational institutions and their websites
 Online journals and magazines
 News sources: television and print news
- List of unreliable sources:
 Wikipedia, although site is a good starting point for finding initial ideas about a topic; however, some of
their information and attached resources may not be reliable
 Blogs, tweets, social media posts
 Personal websites
 Forums
 Questionable sites created by organizations that may have political or biased agendas
 Sites that provide biased information/ self-published sources
 Opinionated articles such as editorials

Media and Information Languages

Language

- Used as medium for communication

- System of words or signs to express thoughts

Media Language

- The way in which the meaning of media text is conveyed to the readers or viewers
- Conveyed through media codes & conventions
- Conveys meaning through sign & symbols
- Signs and symbols in media texts are “polysemic”, came from the Greek word ‘poly’ which means ‘many’ &
‘sema’ meaning ‘sign’; they are capable of g=having several possible meanings

Codes

- Consists of signs and symbols that are put together to create meaning
- Have shared/same meanings with the communicators, both the sender and the receiver/audience.
Three Types of Codes
1. Symbolic Codes
- Social in nature; easily understood
- Symbolic codes in media include setting, mise en scene (everything within the frame), acting and
color.
2. Written Codes
- Formal written language used in a media product.
- Can be used to advance a narrative, communicate information about a character or issues and
themes in the media product.
- Use of language style & textual layout (headline, caption, speech bubbles, etc.)
3. Technical Codes
- Ways in which equipment is used to tell the story (camera, techniques, types of shots, editing,
audio, lighting, etc.)
- Basic Camera Shots
 Extreme wide shot
 Medium Wide shot
 Full Shot
 Medium Close Shot
 Close up shot
 Extreme close up shot
- Basic Camera Angles
 Low angle shot
 Eye – level angle shot
 High angle shot
 Worm’s eye view shot
 Dutch tilt shot
 Bird’s eye view shot
- Advance Camera Shots
 Two shot cut-away
 Over the shoulder point of view
 Selective focus arc shot
TYPOLOGY OF GENRE CODES

Social Codes

1. Verbal Language - Phonological, Lexical, Syntactical, Prosodic, Paralinguistic

2. Bodily Codes - Bodily Contact, proximity, Physical Orientation, Appearance, Facial Expression, Gaze,
Head Nods, Gesture, Posture
3. Commodity Codes - Fashions, Clothing, Cars
4. Behavioral Codes - Protocols, Rituals, Role-Playing, Games

Textual Codes

1. Representational Codes
a. Scientific Codes
b. Aesthetic Codes with various expressive arts
c. Genre, Rhetorical, and Stylistic Codes
d. Mass Media Codes
2. Ideological Codes
a. Perceptual Codes
b. Ideological Codes

Conventions

- Generally accepted way of doing things that have formed into a habit because of repeated exposure and
experience of these messages.
- Accepted ways of using media codes.
- Closely connected to the audience expectations of a media product.
- TYPES OF CONVENTIONS
1. Form Conventions
- certain ways we expect types of media‘s codes to be arranged.
2. Story Conventions
- common narrative structures and understandings that are common in storytelling media
products. Examples of story conventions include:
 Narrative structures
 Cause and effect
 Character construction
 Point of View
3. Genre Conventions
- point to the common use of tropes, characters, settings, or themes in a particular type of
medium.
- are closely linked with audience expectations
- can be formal or thematic.

Legal, Ethical, and Societal Issues in Media and Information

Intellectual Property

- The intangible value we place on original, creative work: the ideas and concepts, and the physical things that
represent that effort. Inventions, songs, paintings, formulas, designs, and the models, recordings, products etc.
that result from or represent the creative effort.
- Intellectual Property Rights (IPR) refers to the legal rights given to the inventor or creator to protect his
invention or creation for certain period.

Types of Intellectual Property

Patent
- Patent for an invention is granted by government to the inventor, giving the inventor the right to stop
others, for a limited period, from making, using, or selling the invention without permission
- Protects invention & discoveries (ideas, concepts, process, methods, devices)
Trademark
- Consist of recognizable sign, design, or expression that identifies products or services from a particular
source & distinguishes them from others.
- Trademark registration gives your brand the ability to readily identify products associated with your
brand & the clout & credibility that comes with your brand name.
Copyright
- Legal term used to describe the rights that creators have over their literary or artistic works
- Gives the owner certain right over a work & its commercialization
 - Copyright protection entitles the creators to control use of their literary & artistic material in a number
of ways such as making copies, performing in public, broadcasting, use online, etc. & to obtain an
appropriate economic reward
- Republic Act 8293: INTELLECTUAL PROPERTY CODE OF THE PHILIPPINES

COPYRIGHT VALIDITY PERIOD

LITERARY WORKS During the lifetime of the author plus 50 years
after death
ART 25 years from the date of creation
PHOTOGRAPHIC WORK 50 years from publication
AUDIO- VISUAL WORK 50 years from publication
SOUND RECORDING 50 years from year recording took place
BROADCAST RECORDING 20 years from date of broadcast
TRADEMARK Valid for 10 years and may be renewed for a
period of 10
INVENTION PATENT Valid for 20 years from filing date application

Trade Secret
- Can be any formula, recipe, pattern, physical device, idea, technique, or compilation of information that:
 Provides the owner of the information with a competitive advantage in the marketplace; and;
 Is treated in a way that can reasonably expected to prevent the public or competitors from
learning about it, absent improper acquisition or theft.
Industrial Design
- Consist of three-dimensional features, such as the shape or surface of an object, or of two-dimensional
features, such as patterns, lines, or color
- Industrial design registration protects the unique appearance of a product: its shape, configuration,
pattern or ornament (or any combination of these features.

Common Intellectual Property Violations

Trademark Infringement
- Unauthorized use of trademark that lead to confusion or deception about the actual company where a
product or service came from
- Examples: breaches of a non-disclosure agreements, industrial espionage, hacking a company’s
computer and copying their files
Patent Infringement
- Making, using, selling, trying to sell, or importing something without obtaining a license from the patent
holder is considered direct patent infringement
Industrial Design Infringement
- Occurs when another party makes use of a registered industrial design for the purposes of sale, rental,
or exposure to sale
Copyright Infringement
- Occurs when a copyrighted work is reproduced, distributed, performed, publicly displayed, or made into
a derivative work without the permission of the copyright owner

Fair Use

- is a principle in Copyright Law that provides us with a limited ability to use copyrighted material without getting
permission for limited purposes
- Commentary, criticism, teaching, news reporting, research, personal use, non-profit uses, education
- Guidelines for Fair Use
 A majority of the content you create must be your own.
 Give credit to the copyright holder.
 Don't make money off of the copyrighted work.

Digital Divide, Addiction, and Cyberbullying

Digital Divide

- term that refers to the gap between demographics and regions that have access to modern information and
communications technology and those that don't or have restricted access.
- describes a gap in terms of access to and usage of information and communication technology.
- can exist between those living in rural areas and those living in urban areas, between the educated and
uneducated, between economic classes, and on a global scale between more and less industrially developed
nations.

Implications of the digital divide

  Political: In the age of social media, political empowerment and mobilization are difficult without digital
connectivity.
 Governance: Transparency and accountability are dependent on digital connectivity. The digital divide affects e-
governance initiatives negatively.
 Social: Internet penetration is associated with greater social progress of a nation. Thus digital divide, in a way,
hinders the social progress of a country.
 Rural areas in the Philippines are suffering from information poverty due to the digital divide. It only strengthens
the vicious cycle of poverty, deprivation, and backwardness.
 Economic: The digital divide causes economic inequality between those who can afford the technology and
those who don't.
 Educational: The digital divide is also impacting the capacity of children to learn and develop. Without Internet
access, students cannot build the required tech skills.

Challenges and Barriers to Bridging the Digital Divide:

 Infrastructural barriers: The Philippines still lacks a robust telecommunication infrastructure with sufficient
reliable bandwidth for the Internet connection.
 Literacy and skill barriers: Education in information literacy will play an important role in keeping society from
fragmenting into a population of information haves and have not. The lack of skill in using computers and
communication technology also prevents people from accessing digital information.
 Economic barriers: Poor access to computer and communication technology also causes a digital divide. In the
Philippines, the ability to purchase or rent the tool for access to digital information is less among the masses.
 Content barriers: To solve the digital divide, the government should ensure that all citizens can receive diverse
content relevant to their lives and produce content for their communities and the internet.
 Language barriers: Having a multicultural and multilingual population, today, a large percentage of information
on the internet is in English, which is a barrier for the people whose primary language is not English.

Addiction

- Defined as overdependence on something or a damaging need to do something

- The digital age has now ushered in an addiction that is gradually raising concerns in industries and society.
- According to the Huffington Post, this addiction has been linked to poor sleep quality, anxiety, and even
depression.
- Addiction to technology is real. Numerous studies have shown that tech dependence has the same effect on the
brain as drug addiction over the past decade.
- Teens who suffer from addiction to technology feel extreme anxiety when separated from their digital devices,
video games, and social networking sites. Hence, their emotional symptoms mirror those seen in substance
abuse and drug withdrawal.
- Mental Effects
 Depression
 A feeling of guilt of overusing the internet/technology
 Anxiety
 Euphoria feelings when using technology/internet
 Inability to determine priorities or to postpone plans
 Isolation from one's social environment
 Losing the concept of time
 Extreme defense of usage habit
 Avoiding work; poor performance at work or school
 Continuous deferment and avoidance of responsibilities
 Sudden mood changes
 Fear of not having access to the internet/technology
 Feeling of loneliness
 Bored while performing routine work
 Memory loss
- Physical Effects
 Back Pain
 Carpal tunnel syndrome
 Headaches
 Insomnia
 Unhealthy nutrition
 Poor personal care and hygiene
 Neck pain
 Eye dryness and other vision problems
 Excessive weight loss or obesity
- How to Overcome Cyber Addiction
  Turn off Notifications
 Review Your Habits
 Connect With Others real-time
 Restrain Yourself
 Assigned Spots
 Keep Track
 Put Away Your Phone During Meals
 Designate Tech-Free Hours
 Make Your Bedroom a No-Tech Zone
 Rediscover Paper
 Limit Yourself to One Screen at a Time
 Workout

Cyberbullying

- Bullying through electronic means, is one of the many problems brought about by technological advancements.
- This may involve exposing embarrassing content about someone or sending messages with the intention of
hurting the receiver emotionally or mentally.
- The term "cyberbullying" includes a range of aggressive behaviors committed via modern technology.
- The goal of cyber-bullying is to harass, demean, intimidate, or taunt another person with the intent to hurt or
embarrass them.
- The most common forms of cyberbullying are offensive name-calling or the spread of false or harmful rumors.
- How to Prevent or Stop Cyberbullying
1. Save threats and document them, including threatening texts, sexually explicit pictures, or harassing
messages
2. Report incidents of cyber-bullying to the website used, the cell phone company, and the ISP involved.
3. Block the bully's mobile number or email address on the devices. Consider blocking the website that's
being used to commit cyber-bullying.
4. Contact the school or parents of the bully if you can identify them. However, always check first to gauge
their comfort level by contacting the parties involved.
- Prevent Cyber-bullying Before It Starts
1. Don't forward any type of bullying messages or images.
2. Use peer pressure to ensure your friends consider cyber-bullying off-limits.
3. Don't share personal information of any kind — including addresses and phone numbers.
4. Never share your passwords with anyone except your parents.
5. Talk to your parents or another trusted adult if you aren't sure about someone's behavior toward you.
6. Never post or text anything that you wouldn't feel comfortable sharing with all your classmates.
7. Don't post angry!
8. Treat people the way you'd want to be treated yourself.

Netiquette

- Short for "Internet etiquette."; is a code of good behavior on the internet.

- While there is no official list of netiquette rules or guidelines, the general idea is to respect others online.
- Safe Internet browsing means surfing the internet while preventing yourself from getting into any troubles or
dangers that the internet can offer.
- Surfing safely on the internet does not mean restricting yourself from accessing websites or banning yourself
from the use of social media. It simply means educating yourself about the different dangers you can encounter.
Using safe Internet browsing practices, you can learn how to keep your privacy intact while exploring the digital
space.