MEDIA AND INFORMATION

WHAT ARE MEDIA?

Media are defined (irrespective of the nature and
technologies used) as sources of credible and
current information created through an editorial
process determined by journalistic values whereby
editorial accountability can be attributed to a specific
organization or a legal person.
MULTIPLE ROLES OF MEDIA
 act as channels of information and knowledge
through which citizens communicate with each other
and make informed decisions
 facilitate informed debates between diverse social
actors
 provide us with much of what we learn about the
world beyond our immediate experience
MULTIPLE ROLES OF MEDIA
 are means by which a society learns about itself and
builds a sense of community
 function as a watchdog of government in all its
forms, promoting transparency in public life and public
scrutiny of those with power through exposing
corruption, maladministration and corporate wrong-
doing
MULTIPLE ROLES OF MEDIA
 are essential facilitators of democratic processes
and one of the guarantors of free and fair
elections
 are a vehicle for cultural expression and cultural
cohesion within and between nations
 function as an advocate and social actor in its own
right while respecting pluralistic values
MEDIA LITERACY
Refers to the capacity to understand, analyze and
critique the media, and to meaningfully
participate with messages in print, audio, video,
and/or internet discourse.
SOURCING INFORMATION
The proper use of information made available by media
and various information providers depends on people’s
abilities to understand their information needs,
and to locate, retrieve and evaluate the quality of
the information they can access.
HIGH QUALITY
INFORMATION
SERVICES
EVALUATING INFORMATION
SOURCES
 What source or what kind of source would be the most
credible for providing information in this particular
case?
 Which sources are likely to be fair, objective, lacking
hidden motives, showing quality control?
INFORMATION LITERACY
An Information literate person can:

Information
IMPORTANCE OF MIL
MIL is concerned with giving people an understanding of the
importance of media and other information providers
in order to :
a) make informed decisions
b) learn about the world around them
c) build a sense of community
d) maintain public discourse, and
e) engage in lifelong learning
KEY STRATEGY TO
ACHIEVING A MULTIPLIER
EFFECT Media and information
literate teachers will have
enhanced capacities to
empower students with
their efforts in learning to
learn, learning
autonomously, and
pursuing lifelong
learning.
RITUAL OR EXPRESSIVE
MODEL
• Communication as a Culture (1985) by
James William Carey
• views communication as "a
representation of shared beliefs"
• communication is defined as "a
symbolic process whereby reality is
produced, maintained, repaired, and
transformed"
PUBLICITY MODEL
• communication as display and attention
• audience as “spectators” rather than participants or
information receivers
RECEPTION MODEL
• “Encoding/
Decoding" model of
communication by
Stuart Hall (1993)
• Messages are open to
various
interpretations.
 RECEPTION MODEL
OSGOOD- SCHRAMM MODEL OF
COMMUNICATION (1954)
 HOW IS COMMUNICATION
AFFECTED BY MEDIA AND
MEDIA INFORMATION?INFORMATION
 Communication  data, knowledge
Tools derived from
study, experience,
or instruction,
signals or symbols
 knowledge of
specific events or
situations
 MEDIA AND INFORMATION LITERACY (MIL)

Media • The ability to read, analyze, evaluate and

produce communication in a variety of
Literacy media forms.

• The ability to recognize when information

Information is needed and to locate, evaluate, effectively
Literacy use and communicate information in its
various formats.
• The ability to use digital technology,
Technology communication tools or networks to
(Digital) Literacy locate, evaluate, use, and create
information.
MEDIA AND
INFORMATION
LITERACY (MIL)
 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
Communication (http://www.merriam-webster.com)

the exchange of information and the

expression of feeling that can result
in understanding
(http://dictionary.cambridge.org)
 TRANSMISSION MODELS
Lasswell’s Communication Model (1948)

Who Says What To Whom

In Which With what
Channel effect?
COMMUNICAT MESSAG RECEIVE EFFECT
MEDIUM
OR E R
IDENTIFY THE
FOLLOWING:
Communicator/ Sender?
Message?
Medium/ Channel?
Receiver?
Effect?