Lesson 1

INTRODUCTION TO MEDIA
AND INFORMATION
LITERACY
 What is MEDIA?
• Are tools used by the source to disseminate
information to the receivers.

• One of the means or channels of general

communication, information, or entertainment in
society.
 TYPES OF MEDIA
• PRINT MEDIA – The oldest means of sharing information
and communication.
• BROADCAST MEDIA – Involves electronically and
simultaneously sending information containing signals, print
messages, and audio or video content to a vast group of
recipients.
• NEW MEDIA – any media that are delivered digitally or any
internet related form of communication.
 What is INFORMATION?
Defined as data, knowledge, or instructions through
signals or symbols.

2 key components in effective communication:

 Development of information
 Selection of medium or media to be used is
disseminating information
 In the development of information, the source must know
hoe to generate information and package it with utmost
accuracy and clarity for the ease of the receivers’
comprehension.

 The source should also think of medium that will be used in

disseminating information. Most of the source selects
medium or media in conformity with the characteristics of
the information users or receivers. Characteristics pertains to
the media habit, lifestyles, and preferences of the recievers.
 What is COMMUNICATION?

It can be simple as having a face-to-face

conversation between two people or, it can become
complex like communicating to a large group of the
audience using various media.
 The Concepts and Nature of
Communication
 Communication is an essential skill that a man should enrich. Through
communication, people can express their thoughts, positions, and
feelings; individuals can share ideas and views.

 According to Cambridge Academic Content Dictionary,

communication is the process by which messages or information is
sent from one place to another or the message itself.
 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.

1. Oral Communication
-In oral communication, Spoken words are used. It includes face-to-face
conversations, speech, telephonic conversation, video, radio, television, voice over the
internet.

2. Written Communication
-written signs and symbols are used to communicate. A written message can be
transmitted via email, letter, report, memo etc.
 Non-verbal 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 or facial expressions.

1. Appearance
When someone speaks, the way he or she looks can determine how a message will be
received. Even the surroundings where communication takes place can affect the
entire process. It can set the tone and mood of conversation.

2. Body Language
The way one acts as he or she speaks, whether he’s fidgeting or standing stolidly, the
receiver adds that in the block of information process.
3. Sounds
Tone, pace, and volume are considered in understanding the true meaning of what
someone is saying.

TYPES OF COMMUNICATION BASED ON

PURPOSE AND STYLE
1. FORMAL COMMUNICATION – mostly takes place professional settings. This is
the type of communication practiced in corporate meetings, conferences, academic
seminars, political positions, and judicial proceedings.

1. INFORMAL COMMUNICATION – Is the most commonly used form of

communication. It takes place in our daily interaction with one another. It happens in
ordinary settings between friends, family, classmates, and practically anyone who
wishes to speak with another.
Berlo’s Model of Communication
SOURCE MESSAGE CHANNEL RECEIVER

Communicati Communicati
Content Hearing
on skills on Skills

Attitudes Elements Seeing Attitudes

Knowledge Treatment Touching Knowledge

Social System Structure Smelling Social System

Culture Code Tasting Culture

 THE DESCRIPTION OF
MEDIA LITERACY,
INFORMATION LITERACY,
AND TECHNOLOGY
LITERACY
WHAT IS MEDIA LITERACY?
Defines as the ability to access, analyze, evaluate, and communicate information in a
variety of forms, including print and non-print messages. According to Yale
University, this involves the ability to synthesize, analyze and produce mediated
massages.

WHAT IS INFORMATION LITERACY?

Defines as a set of abilities requiring individuals to “recognize when information is
needed and have the ability to locate, evaluate, and use the needed information
effectively”

WHAT IS TECHNOLOGY LITERACY?

Defines as understanding of the concepts behind computing equipment, network
connectivity, and application software; the skills to responsibly use appropriate
technology to access, synthesize, evaluate, communicate, and create information to
solve problems and improve learning .
 INDIVIDUALS CAN BE BENEFITED IN BEING
MEDIA AND INFORMATION LITERATE

1. SIGNIFICANT IMPROVEMENT IN THE QUALITY OF LIFE

2. GREATER POLITICAL PARTICIPATION
3. BETTER ECONOMIC OPPORTUNITIES
4. IMPROVED LEARNING ENVIRONMENT
5. DEVELOPED AND UNIFIED SOCIAL UNITS
 THE ROLE OF MEDIA AND INFORMATION IN
EFFECTIVE COMMUNICATION
It makes the world a smaller place
Today, at any given point in time, a person can be connected to anyone else in the
world. Communication between two parties from the opposite sides of them world is
now possible. Social media platforms brought people from different locations,
background, culture, and race together.

It makes communication convenient

Now, two people communicate with another without the long wait for replies or worry
that their messages won’t be received in a timely manner. With the existence of email
and various messaging sites and apps, communication has become faster and easier.
It shapes public opinion
According to Maxwell McCombs explained that mass media shapes the public
opinion. Owing to its wide reach, not to mention the perceived credibility of the
media, they can sway the opinion of their audience according to the message they
convey.
 THE MEDIA AND INFORMATION PRODUCERS
AND USERS
MEDIA PRODUCERS
As someone who oversees projects (films, TV shows) from conception to completion
and also involved in the marketing and distribution processes. Media producers now
include those who contribute intellectual or creative content in both traditional media
platforms (print, radio, and TV) and new media (internet).

MEDIA USERS
Refer to the audience or consumers of media. They are the receivers of information
disseminated by media producers.
 PRODUCERS AND USERS OF MEDIA AND
INFORMATION MAY HAVE THE FOLLOWING
PURPOSE:
1. TO INFORM
2. TO EDUCATE
3. TO ENTERTAIN
4. TO ADVOCATE
5. TO PROMOTE BUSINESS
6. TO INCREASE NETWORK
 THE MEDIA HABITS, LIFESTYLE, AND
PREFERENCES

Users consume media according to their habits, lifestyles, and preferences. These three
determine the types and forms of media that an individual is likely to patronize. The
individual’s choice of media platform, use of the platform, and frequency of usage
determine his or her media persona.

MEDIA HABITS
A person’s normal use of media. For example, most people regularly grab and read
newspapers every morning to get the latest information on the happenings in the
country.
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. For example, sport active individuals
may use the internet to find latest trends and information regarding fitness and health
whereas; socialites may use the internet to search for the fashion and entertainment
updates.

MEDIA PREFERENCE
Individual may be affected by the accessibility, availability, affordability and
convenience of the media platform. For example, everyone need to be informed on the
daily news. And there are many media platforms that can be sources of news.
However some people prefer newspaper because it can be inexpensively availed.