INTRODUCTION TO MEDIA AND INFORMATION LITERACY

LESSON 1
At the end of the lesson, I can:
1. Describe the nature of communication and the concepts related to it.
2. Describe how communication is affected by media and information.
3. Identify the similarities and differences of media literacy, information literacy, and technology literacy.
4. Editorialized the value of being a media and information literate individual.
5. Identify the characteristics of responsible users and competent producers of media and information.
COMMUNICATION
From the Latin term communicare, which means “to share” or “to divide out”.
is the act of giving, receiving, and sharing information
Communication refers to the act or process of using words, sounds, signs, or behaviors to express or exchange
information or to express your ideas, thoughts, feelings, etc., to someone else.
Littlejohn and Foss (2008) – communication is “one of those everyday activities that is intertwined with all of human
life so completely that we sometimes overlook its pervasiveness, importance, and complexity”.
Bulan and de Leon (2002) – “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 decide difficult issues, and transform society for its good.”
EXPLAINING THE COMMUNICATION PROCESS THROUGH MODELS
1. Transmission Models
2. Ritual or Expressive Model
3. Publicity Model
4. Reception Model
1. Transmission Models
A. Harold Lasswell’s Communication model

B. Shannon and Weaver’s Communication Model

C. Westley and Maclean Model of Communication

2. Ritual or Expressive Model

In the expressive model, communication happens due to the need to share understanding and emotions.
Communication has an integrative consequence in the society.
3. Publicity Model
Explains that communication involves audiences as “spectators rather than participants or information receivers
(McQuail 2005).”Attention is important because it is a measure of how successful the communication has transpired.
4. Reception Model
In this model, you come to understand communication as an open process.

4. Reception Model
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:
 Communication skills such as reading, writing, speaking, listening, and watching
 Knowledge about a subject or topic
 Attitude toward the topic and the audience
 Social and cultural aspects that influence the content of the message and the manner by which it is sent

MEDIA
 Refers to the combination of physical objects used to communicate or mass communication through physical
objects such as radio, television, computers, or film, etc.
 Refers to the print medium of communication, which includes all newspapers, periodicals, magazines,
journals, publications, advertising, and the broadcast medium.
 Means of distributing texts and messages to a large mass of people
 something we use when we want to communicate with people indirectly

CATEGORIES OF MEDIA

INFORMATION
 The UNESCO Media and Information Literacy Curriculum for Teachers regard information as a “broad term
that can cover data, knowledge derived from study, experience, or instruction, signals or symbols”.
 Knowledge of specific events or situations that has been gathered or received by communication,
intelligence, or news reports

TECHNOLOGY
 machinery and equipment developed from the application of scientific knowledge

LITERACY
 UNESCO defined literacy as the “ability to identify, understand, interpret, create, communicate, and
compute, using printed and written materials associated with varying contexts”.

MEDIA LITERACY
 is the ability to access, analyze, evaluate, and create media in a variety of forms.

INFORMATION LITERACY
 Is the ability to recognize when information is needed, and to locate, evaluate, and effectively communicate
information in its various formats.
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.

You are a media and information literate individual if you are able to do the following:
Pose worthwhile questions
 Evaluate the adequacy of an argument
 Recognize facts, inferences, and opinions and use each appropriately
 Deal with quandaries and ill-formed problems that have no fixed or unique solutions
 Give and receive criticism constructively
 Agree or disagree in degrees measured against the merits of the issue and audience
 Extend a line of thought beyond the range of first impressions
 Articulate a complex position without adding to its complexity