MEDIA AND INFORMATION LITERACY

SCHOOL YEAR 2022-2023

THE INFLUENCE OF MEDIA AND INFORMATION TO COMMUNICATION

What is Communication?
COMMUNICATION is simply the act of transferring information from one place, person or group to
another (SkillsYouNeed, 2020).
Types of Communication?
VERBAL COMMUNICATION refers to the form of communication in which message is transmitted
verbally; communication is done by word of mouth and a piece of writing. Verbal Communication is
subdivided into Oral and Written Communication.
In ORAL COMMUNICATION, Spoken words are used. It includes face-to-face conversations, speech,
telephonic conversation, video, radio, television, voice-over the internet.
In WRITTEN COMMUNICATION, written signs or symbols are used to communicate. A written
message may be printed or handwritten. In Written Communication, Message can be transmitted via email,
letter, report, memo.
NONVERBAL COMMUNICATION is the sending or receiving of wordless messages. We can say that
communication other than oral and written, such as gesture, body language, posture, the tone of the voice,
facial expression, is called non-verbal communication. Nonverbal communication helps receiver in
interpreting the message received. Often, nonverbal signals reflect the situation more accurately than
verbal messages.
THE COMMUNCATION PROCESS

1. SOURCE - The source imagines, creates, and sends the message.

2. MESSAGE - The message is the stimulus or meaning produced by the source for the receiver or
audience.
3. CHANNEL - The channel is the way in which a message or messages travel between source and
receiver (What Is Communication?, 2012).
4. RECEIVER - The receiver receives the message from the source, analyzing and interpreting the
message in ways both intended and unintended by the source.
5. FEEDBACK - When the receiver responds to the source, intentionally or unintentionally, she/he
is giving feedback. Feedback is composed of messages the receiver sends back to the source.
6. ENVIRONMENT - The environment is the atmosphere, physical and psychological, where an
individual sends and receives messages.

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7. CONTEXT - The context of the communication interaction involves the setting, scene, and
expectations of the individuals involved.
8. INTERFERENCE OR NOISE – This is anything that blocks or changes the source’s intended
meaning of the message.

INFLUENCE OF MEDIA AND INFORMATION TO COMMUNICATION

1. Media and information technology play a vital role in globalization.
2. Media, particularly social media provides great ways to connect, to interact, and to communicate
with friends and family while living separately.
3. Media and Information make communication convenient.
4. Media and Information shape public opinion.
Threats of Media to Users
1. Media becomes a source of misinformation and fake news. These sometimes are utilized to push
personal gain and agenda, making the receiver of the information deceived, confused and
misinformed.
2. Though media help us improve the way we communicate; it is also abused by many. Everybody
publishes whatever they want and is unmindful of the consequences of their posts. Social media
made everyone feel that they are allowed to say whatever comes to their mind, making them say
things that they would not normally say on personal encounters, thus fueling up bullying (EASE
Technology Solutions, 2016).
3. Media can also pose medical, social and psychological issues. What is posted on media may cause
dissatisfaction with body image, creates addiction, promote identity stealing and can destroy
interpersonal relationships.
Key Concepts in Media and Information Literacy

• 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.
• MEDIA: The physical objects used to communicate with, or the mass communication through
physical objects such as radio, television, computers, film, etc. It also refers to any physical object
used to communicate messages.
• MEDIA LITERACY: 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 technologies.
• INFORMATION: A broad term that covers processed data, knowledge derived from study,
experience, instruction, signals or symbols.
• Information Literacy: The ability to recognize when information is needed, and to locate, evaluate,
and effectively communicate information in its various formats.
• TECHNOLOGY LITERACY: 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: The 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 AND INFORMATION PRODUCERS AND USERS

Various headhunter websites describe MEDIA PRODUCERS as someone who oversees projects (e.g.
films, TV Shows) from conception to completion and may also be involved in the marketing and
distribution processes. In recent years, however, media producers now include those who contribute
intellectual or creative content in both traditional media platforms (print, radio and TV) and new media

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(internet). MEDIA USERS refer to the audience or consumers of media. They are the receivers of
information disseminated by media producers.
Purpose of Media Producers and Users
• To Inform
• To Educate
• To Entertain
• To Advocate
• To Promote Business
• To Increase Network

MEDIA HABITS, LIFESTYLES, AND PREFERENCES

MEDIA HABITS
A person’s normal use of media pertains to media habits. For instance, most people regularly grab and
read newspapers every morning to get the latest information on the happenings in the country.
MEDIA LIFESTYLE
Media lifestyle refers to a person’s use of media based on his or her lifestyle. This includes the styles,
interests, and attitudes of individuals.
MEDIA PREFERENCE
Media preference pertains to a person’s choice of media platform. The media preference of an individual
may be affected by the accessibility, availability, affordability, and convenience of the media platform.

EVOLUTION OF MEDIA
1. PRE-INDUSTRIAL AGE (Before 1700s) – People discovered fire, develop paper from plants,
and forged weapons and tools with stone, bronze, copper and iron.
Examples :
CAVE PAINTINGS (also known as “parietal art) are numerous paintings and engravings found
on cave walls or ceilings around 38000 BCE.
CLAY TABLETS are used as writing medium especially for writing in cuneiform. Cuneiform is
one of the oldest forms of writing. This means of communication was used for over 3000 years in
15 different languages.
PAPYRUS is made from pith of papyrus plant. It is used in ancient times as writing surface to
designate documents written on its sheets, rolled up to scrolls.
Other Examples:

• Acta Diurna in Rome (130 BC)

• Dibao in China (2nd Century)
• Codex in Mayan Region (5th Century)
• Printing press using wood blocks (220 AD)
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:
PRINTING PRESS FOR MASS PRODUCTION (19th century. A printing press 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).

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TELEGRAPH is used for long-distance communication by transmitting electrical signals over a
wire laid between stations.
MOTION PICTURE (also known as film or movie) is series of still photos on film, projected in
rapid succession onto a screen by means of light.
Other Examples:
• Newspaper-The London Gazette (1640)
• Typewriter (1800)
• Telephone (1876)
• Motion picture photography/projection (1890)
• Motion picture with sound (1926)
• Punch Cards
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, Large Electronic Computers, Mainframe computers, Television (1941),
Personal Computers – HP 9100a (1968), Apple 1 (1976), OHP, LCD Projectors
4. NEW AGE or 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.
Examples:

• Laptop, Facebook, Google Meet,

• Web browsers: Mosaic (1993), Internet Explorer (1995)
• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
• 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)
• Smartphones, Wearable Technology, Cloud and Big Data
Significant Impact of the Evolution of Media on the Norms of Filipinos
INCREASED AWARENESS OF CURRENT EVENTS: With the advent of television and the internet,
Filipinos have become more aware of current events both locally and globally. This has resulted in a more
informed and engaged populace.
SHIFTING ATTITUDES TOWARDS GENDER AND SEXUALITY: The media has played a role in
shaping attitudes towards gender and sexuality in the Philippines. The increasing visibility of LGBTQ+
people in media has led to a growing acceptance of diverse sexual orientations and gender identities.
CHANGES IN FASHION AND BEAUTY STANDARDS: The proliferation of social media has led to
a growing obsession with beauty and fashion among Filipinos. Social media influencers and celebrities
have a significant influence on what is considered attractive and desirable.
GREATER ACCESS TO EDUCATION: The internet has made education more accessible to Filipinos,
particularly those in remote areas. Online courses, educational videos, and other resources have helped
bridge the gap between urban and rural education.

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INCREASED POLITICAL AWARENESS AND PARTICIPATION: Social media has become an
important tool for political activism in the Philippines. Filipinos are using social media to organize
protests, spread awareness about social issues, and hold public officials accountable.
CHANGES IN COMMUNICATION PATTERNS: The proliferation of mobile phones and social media
has changed the way Filipinos communicate with each other. Text messaging and social media have
become the preferred modes of communication for many Filipinos, particularly the younger generation.

INDIGENOUS MEDIA AND OTHER SOURCES OF INFORMATION

1. INDIGENOUS MEDIA refers to media created by and for Indigenous peoples, which reflects
their cultures, languages, worldviews, and experiences. INDIGENOUS MEDIA is often produced
by and for local Indigenous communities, with the goal of preserving and promoting their cultural
heritage, language, and traditions.
Forms of Indigenous Media

• RADIO: Indigenous radio stations are often run by local communities and provide news,
information, and cultural programming in Indigenous languages.
• TELEVISION: Indigenous television programming can include documentaries, dramas, and
news programs that reflect Indigenous perspectives and issues.
• FILM: Indigenous films are produced by Indigenous filmmakers and explore Indigenous stories,
histories, and cultures.
• PRINT MEDIA: Indigenous newspapers, magazines, and books provide an outlet for Indigenous
writers and journalists to cover local and national issues, share cultural perspectives, and tell their
own stories.
• DIGITAL MEDIA: Indigenous communities use digital media platforms such as social media,
websites, and podcasts to share their stories, connect with each other, and promote their cultures
and traditions.
• TRADITIONAL MEDIA: Indigenous peoples also use traditional forms of communication such
as storytelling, dance, and music to pass on cultural knowledge and promote their heritage.

2. LIBRARY is a place where artistic, literary, musical and reference materials such as 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.

3. INTERNET is a global computer network providing a variety of information and communication

facilities, consisting of interconnected networks using standardized communication protocols.
How to assess the reliability of information from the Internet?
• CONSIDER THE SOURCE: Determine who created the information and what their
qualifications or credentials are. Is the author or organization reputable and reliable? Is there any
potential bias or conflict of interest?
• CHECK FOR CURRENCY: Check the date when the information was published or updated. Is
it recent enough to be relevant? Is the information outdated or inaccurate?
• LOOK FOR SUPPORTING EVIDENCE: Check if the information is supported by other
reliable sources. Is the information consistent with other trustworthy sources? Does the
information have any supporting evidence or citations?

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• EXAMINE THE TONE AND STYLE: Check the tone and style of the information. Is it
objective and unbiased? Or does it use emotional or sensational language?
• CHECK THE DOMAIN: Check the domain of the website or the URL. Is it a reputable domain
or website? Is the website associated with a credible institution or organization?
• USE FACT-CHECKING TOOLS: Use fact-checking tools such as Snopes, FactCheck.org, or
PolitiFact to verify the accuracy of the information.
• USE YOUR CRITICAL THINKING SKILLS: Use your critical thinking skills to evaluate the
information. Ask yourself if the information makes sense and if it is logical and coherent.

TYPES OF MEDIA
1. PRINT MEDIA is a paper publication. The traditional form of Print media involves ink and paper.
It can be in the form of Books, Newspapers, Journals, Magazines, Newsletters.
2. BROADCAST MEDIA describes the traditional forms of media that include television and radio.
It is the distribution of audio and video content to a dispersed audience via radio, television.
• Radio broadcasting is a one-way sound broadcasting service, transmitted over a radio wave.
• Television broadcasting is a medium use to transmitting moving images in monochrome or color.
3. NEW MEDIA is a medium which use internet to send information. It allows people to access
vast array of information and entertainment that originates all around the world.
MEDIA CONVERGENCE simply refers to the merging of different types of mass media such as
Traditional Media, Print Media, Broadcast Media, New Media and the Internet as well as portable and
highly interactive technologies through digital media platforms. The most common examples are
DIGITAL PRINT MEDIA, TELERADYO, and STREAM MEDIA.
CODES, CONVENTIONS AND LANGUAGE OF MEDIA
MEDIA CODES and CONVENTIONS are like the building blocks of all the media around us
which generally have an agreed meaning, or connotation to their audience (Young, 2017).
TYPES OF MEDIA CODES
1. SYMBOLIC CODES are social in nature. Such codes exist beyond the media product
themselves but can be interpreted in similar ways in the everyday life of the viewer (Young,
2017).
a. SETTING is the time and place of the narrative. It can be the setting of the whole
story or just a specific scene. This will create atmosphere or build a frame of mind
(Young, 2017).
b. MISE EN SCENE is a French term meaning ‘everything within a frame’. Costume
and props are included in the analysis in the frame (Young, 2017).
c. ACTING is how an actor portray a character that will lead to character development
and tension making through facial expression, body language and vocal qualities
(Young, 2017).
d. COLOR is used to connect connotation to specific scenes, characters or object. Red,
for instance, is typically seen as a color of passion, danger, romance, or violence.
Green relates to nature or sickness, blue with calm or depression. Purple is seen to
relate to royalty (Young, R. 2017).
2. TECHNICAL CODES. According to Arniel Ping technical codes are all the ways in
which equipment is used to tell a story in a media text like camera techniques, framing,
lighting, etc. (Ping, 2016).
a. CAMERAWORK refers to how the camera is handled, positioned and moved for
specific effects like a high-angle camera shot to create a feeling of power in a
photograph.

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i. The camera angle marks the specific location at which the movie camera or
video camera is placed to take a shot.
ii. A camera shot is how much space the audience sees in a particular frame.
b. LIGHTING. According to Robert Young lighting is the manipulation of natural or
artificial light to selectively highlight specific elements of the scene( Young, 2017).
c. AUDIO is the expressive or naturalistic use of sound. It includes dialogue, sound
effects and music. According to Chris Constantine(Constantine, 2010) music often
defines a scene. An example is the use of ominous music to communicate danger in
films.
3. WRITTEN CODES are the formal written language used in a media product. These
include language style and textual layout like headlines, captions, speech bubbles, etc.
(Frezi.com, Young, R. 2017)
According to Robert Young, CONVENTIONS are the accepted ways of using media codes. There
are three different types of conventions: form conventions, story conventions and genre
convention (Young, R. 2017).
1. FORM CONVENTIONS are the expected ways on how media codes are arranged. In
newspapers for example, the most important news will be at the front page while sports
news is found at the back page. Newspapers also contain masthead.
2. STORY CONVENTIONS are common narrative structures and understandings in story
telling media products like cause and effect, character construction and point of view.
3. GENRE CONVENTIONS are the common use of tropes, characters, settings or themes
in a particular type of medium. They can be formal or thematic.
INTELLECTUAL PROPERTY, COPYRIGHT, AND FAIR USE GUIDELINES
INTELLECTUAL PROPERTY (IP) refers to creations of the mind, such as inventions; literary
and artistic works; designs; and symbols, names and images used in commerce. In the Philippine
context, intellectual property refers to legal rights that protect creations of the mind, including
inventions, literary and artistic works, symbols, names, images, and designs.
Examples of Intellectual Property include an author’s copyright on a book or article, a distinctive
logo design representing a soft drink company and its products, unique design elements of a
website, or a patent on a particular process to, for example, manufacture chewing gum.
COPYRIGHT is a type of intellectual property that protects original works of authorship as soon
as an author fixes the work in a tangible form of expression. In copyright law, there are a lot of
different types of works, including paintings, photographs, illustrations, musical compositions,
sound recordings, computer programs, books, poems, blog posts, movies, architectural works,
plays, and so much more!
Who is a Copyright Owner?
Everyone is a copyright owner. Once you create an original work and fix it, like taking a
photograph, writing a poem or blog, or recording a new song, you are the author and the owner.
Companies, organizations, and other people besides the work’s creator can also be copyright
owners. Copyright law allows ownership through “works made for hire,” which establishes that
works created by an employee within the scope of employment are owned by the employer. The
work made for hire doctrine also applies to certain independent contractor relationships, for certain
types of commissioned works.

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Copyright ownership can also come from contracts like assignments or from other types of
transfers like wills and bequests.
What is copyright infringement?
As a general matter, 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.
What is “fair use”?
FAIR USE is a legal doctrine that allows the limited use of copyrighted works without the
permission of the copyright holder. The fair use of a copyrighted work for criticism, comment,
news, reporting, teaching including multiple copies for classroom use, scholarship, research and
similar purposes is not an infringement of copyright.
To determine whether use of a work constitutes fair use, the following factors are considered:
• The purpose and character of the use, including whether such use is of a commercial nature
or is for non-profit educational purposes;
• The nature of the copyrighted work;
• The amount and substantiality of the portion used in relation to the copyrighted work as a
whole; and
• The effect of the use upon the potential market for or value of the copyrighted work.
Patent and trademark are other types of intellectual property that may cover works and are
considered separately from copyright eligibility. For example, PATENTS, which are granted by
the government, protect certain inventions or discoveries, designs for articles of manufacture, and
plant varietals. TRADEMARK LAW, on the other hand, protects words, names, symbols, or
devices used in trade with goods or services to indicate the source of the goods and to distinguish
them from the goods or services of others.
DIGITAL DIVIDE, COMPUTER ADDICTION AND CYBERBULLYING
What is Digital Divide?
The DIGITAL DIVIDE is the gap that exists between individuals who have access to modern
information and communication technology and those who lack access.
The DIGITAL DIVIDE refers to the unequal distribution of access to digital technologies and
the internet among different groups, such as those based on income, education, geography, race,
age, or gender.
3 Types of Digital Divide
• Gender Divide
• Social Divide
• Universal Access Divide
BULLYING refers to any severe, or repeated use by one or more students of a written, verbal or
electronic expression, or a physical act or gesture, or any combination thereof, directed at another
student that has the effect of actually causing or placing the latter in reasonable fear of physical or
emotional harm or damage to his property; creating a hostile environment at school for the other
students; infringing on the rights of another students at school; such as, but not limited the
following:

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1. Any unwanted physical contact between the bully and the victim like punching, pushing,
shoving, kicking, slapping, tickling, headlocks, inflicting school pranks, teasing, fighting and the
use of available objects as weapons;
2. Any Act that causes damage to a victim’s psyche and /or emotional well-being;
3. Any slanderous statement or accusation that causes the victim undue emotional distress like
directing foul language or profanity at the target, name -calling, tormenting and commenting
negatively on victim’s looks, clothes and body.
CYBERBULLYING refers to the use of digital technologies, such as social media, email, text
messaging, or online forums, to harass, humiliate, or intimidate someone.
Here are some examples of cyberbullying:
• Sending threatening or abusive messages via social media, email, or text messaging.
• Posting hurtful or embarrassing comments or images online or on social media platforms.
• Creating fake profiles or accounts to impersonate someone and harass others.
• Spreading rumors or false information about someone online.
• Excluding someone from online groups or forums intentionally.
• Sharing someone's private information, such as their phone number, address, or intimate
photos, without their consent.
• Hacking someone's account or devices to access or share their private information.
• Participating in online hate campaigns or trolling to bully or harass someone based on
their race, gender, religion, sexual orientation, or other personal characteristics.
Effects of Cyberbullying
• Emotional Distress
• Social Isolation
• Academic Problems
• Physical Health Problems
• Legal Consequences

COMPUTER ADDICTION
COMPUTER ADDICTION means the inability to control the desire of using the technology
(like computers, smartphones and internet) or an extreme use of the computer which makes the
person uneasy or anxiety in the absence of the gadgets.
Types of Computer Addiction
1. INFORMATION OVERLOAD - excessive online surfing resulted to inefficient at work
and have less family interconnection
2. COMPULSION- over time spent in online activities like gaming, bartering of stocks,
gambling which cause to a problem at work
3. CYBERSEX ADDICTION- exceed time spent in surfing porn sites that could interfere
one’s relationship
4. CYBER- RELATIONSHIP- excessive time spent in social networking sites to make
relationship online than spending time to real persons like family and friends
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