bochins.

paw

MEDIA AND
INFORMATION
LITERACY
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 McLuhan
 Herbert Marshall McLuhan
 Canadian philosopher and professor;
communications theorists
 “The Medium is the Message”
 “society is driven by changes in media and
communication technology”
 Born: 21 July 1911, Edmonton, Canada
 Died: 31 December 1980
 McLuhan
 “The Medium is the Massage” was a
typesetter mistake but McLuhan loved it and
kept it that way
 McLuhan thought that the medium
“massages” the brain to behave in a
particular way
“The Medium is the Message”
 the way that we send and receive information
is more important than the information itself
 The mediums have changed the way we
behave.
 “It is impossible to understand social and
cultural changes without a knowledge of the
workings of media.” (McLuhan)
The Evolution of
Communication
TRADITIONAL
and
NEW MEDIA
 Traditional Media
Traditional media refers to advertising channels that have
been used for decades. These are the tried-and-true methods
that businesses have relied on for years.
• Traditional media is a one directional. (McQuail, 2005)
• The media experience is limited and the sense receptors
used are very specific.
 New Media
New media, also referred to as digital media, is made up of
digital strategies that involve the internet in some way.
In new media, the experience is more interactive. The
audiences are more involved and are able to send feedback
simultaneously.
New media integrates all the aspects of the traditional
media.
 MEDIA

PRINT BROADCAST INTERNET

MEDIA MEDIA
 INDIGENOUS
KNOWLEDGE and
INDIGENOUS
MEDIA
 INDIGENOUS KNOWLEDGE

Unconventional source It was define by Warren

of Information is the As “the knowledge that
so-called Is unique to given
Indigenous knowledge. Culture or society”
 INDIGENOUS MEDIA

Flow of the Complex biases and

information Distant locations of Serious lack of interest Privately owned main-
Starting from many In news coverage and Stream catering more
metropolitan Indigenous Selection of Interests of urban
Areas, tending to be mainstream consumers
territories
one-way media
GENRE, CODES
AND
CONVENTIONS
 Code

Codes are system of signs and symbolic meanings embedded in a media

and information text.
Media Codes
Technical, written and symbolic tools used to construct or suggest
meaning in media forms and products. Media codes include the use of
camera, acting, setting, mise en scene, editing, lighting, sound, special
effects, typography, colour, visual composition, text and graphics.
Code
 Conventions
 Conventions are the established and socially accepted ways of doing things.
In media, these are the styles and approaches that have been standardized
into the content.
 Rules or generally accepted ways of constructing form and informing
meaning in media products including story principles, form and structure,
generic structures, character and story arcs, cause and effect, point of view,
the structuring of time, elements of page layout, paper stock for print,
titles and credits sequences, hyperlinking and mounting and framing of
images.
Conventions
 Genre

Genre is a system of classification of works of art, based on

established conventions.
Genre
 Media Literacy
The 7 Skills of Media Literacy
1. Analysis
2. Evaluation
3. Grouping Determining
4. Induction
5. Deduction
6. Synthesis
7. Abstracting

Building Blocks of Media Literacy

8. Skills
9. Knowledge Structures
10. Personal Locus
 Information Literacy

Importance of Information Literacy

1. To make informed decisions
2. To learn about the world
3. To build a sense of community
4. To maintain public discourse
5. To engage n lifelong learning
 Similarity of Media and Information Literacy

Media and information literacy are coupled also by the requirement of

critical evaluation, regarded in both cases as a kind of default quality. In the
case of the media literacy this can be an examination of the contractedness of
media messages.
 Technology Literacy
Four Core Competencies of Digital Literacy
1. Internet Searching
2. Hypertext Navigation
3. Knowledge Assembly
4. Content Evaluation

Digital Citizenship
Being a good digital citizen means understanding and applying appropriate
and responsible uses of internet and technology.
 bochins.paw

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