Communication – the act of using words, sounds, Media – A way to carry a message from 1 person to •Use strategies to compare/contrast,

tegies to compare/contrast, fact/opinion,

signs, and behaviors to express information, ideas, another. cause/effect.
thoughts, etc.
Literacy – the ability to decode a message Evaluate • Appreciate in interpreting messages
- can result in understanding
Information literacy - a means to express personal •Evaluate the quality of a message.
TWO TYPES OF COMMUNICATION: ideas, develop arguments, refute the opinions of
others, learn new things, or simply identify the truth •Judge the value of a message.
Verbal: Oral & Written evidence about a topic. •Respond to messages of different content.
Non-Verbal: signs, symbols, colors, gestures, body MEDIA THAT ARE USED TO COMMUNICATE TO A
language, facial expression Create - Make use of brainstorming, planning,
LARGE GROUP OF PEOPLE: composing, and revising process.
TYPES OF COMMUNICATION Media/radio, television, newspaper, internet, books, •Use language effectively.
Interpersonal – involves 2 to 3 individuals interacting cellular phones, video games, billboards, posters, sky
using their voices & bodies writing, movies, magazines. -Create and select images to achieve various goals.

Mediated Interpersonal – cannot talk face to face MEDIA USED FOR ENTERTAINMENT: •Use technology to communicate in the construction of
messages.
- communication becomes mediated using Television, magazines, movies, Music, video games,
devices(computer, cellphone, telephone) comic, books, internet. Main Benefits of MIL which are:

Organizational Comm. – communicate differently in a MEDIA USED TO INDIVIDUAL TO ANOTHER: 1. Teaching and learning process.
working environment. Email, texting, letter, boards/posters, pages, FAX, web [Link] and Information Literacy imparts crucial
Public comm. – a person communicating to many cam, instant messages, social networking. knowledge about the functions of media and information
people channels In democratic societies
Media Literacy - • The ability to read, analyze,
TRANSMISSION MODELS evaluate, and produce communication in a variety of 3.A society that is media and information literate
media forms. fosters the development of free, independent and
Lasswell’s Communication Model (1948) pluralistic media and open information systems.
Information Literacy - • The ability to recognize when
Who(communicator) - Says what(message) - In which information is needed and to locate, evaluate, effectively Media Literacy Skills can Help People to:
channel(medium) - To whom(receiver) - With what use and communicate information in its various formats.
effect(effect) 1. Develop critical thinking skills
Technology (Digital) Literacy - • The ability to use
Information – Data, knowledge derived from study, 2. Understand how media messages shape our culture
digital technology, communication tools or networks to
experience, or instruction, signals or symbols. and society
locate, evaluate, use, and create information.
- knowledge of specific events 3. Identify target marketing strategies
MEDIA LITERACY PROCESS SKILLS – AAEC
Media and information literacy includes information and 4. Recognize what media maker wants us to believe or do
Access – recognize & understand media
communication literacy and digital literacy. It is defined 5. Name the techniques of persuasion used
as a set of competencies that empowers citizens to - locate media from a variety of sources
access, retrieve, understand, evaluate and use, create, 6. Recognized blas, spin, misinformation and lies.
- select different types of info based on task
as well as share information and media content in all
7. Discover the parts of the story that are not being
formats, using various tools, in a critical, ethical and Analyze - •Use prior knowledge to predict outcomes.
told.
effective way, in order to participate and engage in
personal, professional and societal activities. •Interpret a message
 8. Evaluate media messages based on our  Identify – identifying the nature of the 3. Chicago/Turabian
experiences, skills, beliefs, and values. information
 Find – finding information effectively & -Business, History, and Fine Arts.
9. Create and distribute our own media messages efficiently HOW TO USE APA FORMAT (REFERENCING)
[Link] for media justice  Evaluate – information & sources critically
 Apply – information to achieve a purpose In Books:
An information Literate Person is able to:  Acknowledge – the sources of information
Author, (Year). "Title of the Article". Title of the
[Link] the extent of information needed. COPYRIGHT – protects the owner of his rights for Book. Publishing House. Page number
use and distribution of orig. work for lifetime
2. Access the needed information effectively and Example:
efficiently PUBLIC DOMAIN – after copyright expires,
Vargas, E.J. (2018). "Citation and Referencing".
available for public domain and can be used for
3. Evaluate information and its sources critically Reading and Writing. Arizona State University. Pp
free.
17-19
4. Incorporate selected information into one's
FAIR USE - Limitation and exception to exclusive
knowledge base Internet:
right granted by copyright law
5. Use information effectively to accomplish a specific Author, (Date of Retrieval). Title of the Article.
ETHICAL USE OF INFORMATION: includes the
purpose Retrieved from (site link)
problems with the intellectual property, proper use,
6. Understand the economic, legal and social issues freedom of information, security of the information Example:
surrounding the use of information. And access and use and plagiarism.
information ethically and legally. Vargas , E.J. (2018). Students are not Machines:
PLAGIARISM is a "wrongful appropriation" and
Information literacy relates traditional skills like reading, "stealing and publication" of another author's How True?. Retrieved from
"language, thoughts, ideas, or expressions" and the [Link] 2543
researching, and writing; but there are new ways to read representation of them as one's own original work.
and write these
1. Respect the author's intentions. STUDENTS
are: It is important to never use information in a way it's
1. Consuming Information different from the author's intention. Assess information to broaden their knowledge.

1. Producing Information 2. Do not change the author's main idea. Evaluate the credibility of the information.

An information Literate can : 3. Do not ignore information that conflicts with your Carefully chooses information to achieve an
study objective, etc.
[Link] the data to achieve a particular objective.
4. Context matters. TEACHERS - Facilitate learning and enhance
[Link] information ethically. students' knowledge and skills through accurate
DIFFERENT TYPES OF CITATIONS USED FOR information.
[Link] the information lawfully. INFORMATION
MEDICAL PRACTITIONERS - Keep track of
4. Collect the data into one's learning base. 1. APA (American Psychological Association) patient's health.
5. Make information useful and efficient. -education and sciences LAWYERS - Relevant and complete information
6. Assess the data and sources. 2. MLA (Modern Language Association) through cases and evidences.

5 COMPONENTS OF INFORMATION LITERACY: -humanities

JOURNALISTS and REPORTERS - Secure Newspaper-London Gazzette (1974) period in the 21st century characterized by the rapid
information for news. shift from traditional industry that the Industrial
Type writer(1800) Telephone(1876) Revolution brought through industrialization, to an
ARTIST - Research add and to meaning depth to economy based technology. on information
masterpiece. Motion picture photography/production (1890)
Commercial motion picture (1913) NEW AGE (1900S TO 2000S)

Tele graph punch cards Augmented Reality/virtual Reality

EVOLUTION OF MEDIA:
Woodblock printing is a technique for printing text, Video chat: Skype(2003)
Pre-Industrial Age (Before 1700s) - People
discovered fire, developed paper from plants, and images or patterns used widely throughout East Asia Search Engines: Google(1996), Yahoo (1995)
forged weapons and tools with stone, bronze, copper and originating in China in antiquity as a method of
and iron. printing on textiles and later paper. Prior to the Portable computer laptop (1980) Netbook(2008)
invention of woodblock printing, seals and stamps were Tablet (1990)
Examples: papyrus, cave painting, clay tablets used for making impressions.
Smartphone - wearable technology
- Papyrus is a material similar to thick paper that - Ukiyo-e is the best known type of Japanese
was used in ancient times as a writing surface. woodblock art print. Most European uses of the computer / the Internet, CD, mobile phone,
technique for printing images on paper are covered by headphones, radio, laptop, TV set, newspaper,
- Acta, (Latin: "things that have been done") in the art term woodcut, except for the block- books magazine, books
ancient Rome, minutes of official business (Acta produced mainly in the 15th century.
senatus) and a gazette of political and social events ►Media is a vehicle or means of communication that
(Acta diurna). ELECTRONIC AGE (1930s TO 1980s) disseminates information from a source to a specific
audience.
The Chinese "Dibao" is the earliest and oldest The Invention of the transistor ushered in the
newspaper in the world. During West Han time, Han electronic age. People harnessed the power of ►Mass media refers to any media designed for a
government carried out the "Jun xian zhi” 郡 县制, the transistors that led to the transistor radio, Electronic larger audience.
eparch and county system which is helpful in circuit and the early computer. In this Age, long Types of mass media
concentrating the central power. distance communication become more efficient. They
may include television, radio, Internet, fax, CD-ROMS, ► [Link] manufacturing of newspapers
Maya codices (singular codex) are folding books DVD, and any other medium that requires electricity or
stemming from the pre- Columbian Maya civilization. ► 2. Fancy videos on television,
digital encoding of information. The term 'electronic
These codices were written in Mayan hieroglyphic script media' is often used in contrast with print media. ► 3. High-tech media combining the Internet and
on Mesoamerican paper, made from the inner bark of
computers.
certain trees, the main being the wild fig tree or Amate New (Information) Age (1900s-2000s)
(Ficus glabrata). Print Media- Printing was discovered by the Chinese
■The Internet paved the way for faster communication
but Europeans and other countries contributed to
INDUSTRIAL AGE (1700s TO 1930s) and the creation of the social network.
present technology in printing. The Printing covers
People used the power of steam, developed machine ■People advanced the use of microelectronics with books, newspaper, magazines, comics, journals,
tools, established Iron production and the manufacturing the invention of personal computers, mobile devices, textiles, plates, wallpaper, packaging and billboards.
of the various products including books through printing and wearable technology.
Broadcast Media
press.
■ Moreover, voice, image, sound and data are
► Films, which are highlighted in science fiction and
EXAMPLE FORMS OF MEDIA digitalized. We information age.
action pictures, more than a century after they were
Printing press for mass production (1900) The Information Age (also known as the Computer invented.
Age, Digital Age, or New Media Age) is a historic
 ► Television, has come a long way in providing real- AUTHORITY OF INFORMATION
time local and international news.
Much of the information we gather daily do not come THE INTERNET
► Radio is more popular in rural areas because from a primary source but are passed on through
individuals may take battery-powered radios to the field secondary sources such as writers, reporters and the a. Information found on the internet
to listen to news, music, and radio dramas. like Sources with an established expertise on the b. Characteristics of internet information in terms of
subject matter are considered as having sound reliability, accuracy, value, timeliness and authority of
New Media (Internet) - print, radio, television, and authority on the subject.
films, may now be accessed via the internet, the world the source
wide web People may use the internet to make TIMELINESS c. Realities of the Internet
business transactions, enjoy entertainment, conduct
research, and communicate more swiftly thanks to new Reliability, accuracy and value of information may vary d. Information found on the Internet may be quite
media. based on the time it was produced or acquired. While a varied in form and content.
piece of information may have been found accurate,
Media Convergence reliable and valuable during the time it was produced, it Skills in Determining the Reliability of Information
may become irrelevant and inaccurate with the passing
▸ the existence of both traditional and new media a. Check the author.
of time. Other information may be timeless, proven to
► The coexistence of print media, broadcast media be the same in reliability, accuracy and value b. Check the date of publication or of update.
(radio and television), the internet, mobile phones, and throughout history.
c. Check for citations. Reliable authors have the
others, allowing media content to flow across various SOURCES OF INFORMATION: discipline of citing sources of their information.
platforms;
LIBRARIES d. Check the domain or owner of the site or page.
▸ the ability to transform various types of media into
digital code, accessible by a variety of devices (for Types of Libraries e. Check the site design and the writing style.
example, from the personal computer to the mobile
Libraries are often classified in 4 groups, namely Skills in Determining Accurate Information
phone); and the creation of a digital communication
environment. • Academic a. Look for facts.
5 CHARACTERISTICS OF INFORMATION • Public b. Cross-reference with other sources to check for
RELIABILITY OF INFORMATION consistency
• School
Information is said to be reliable if it can be verified c. Determine the reason for writing and publishing the
• Physical
and evaluated. It also refers to the trustworthiness of information. Check if the author is objective or leaning
the source inevaluating the reliability of information. Skills in Accessing Information from Libraries heavily on a certain point of view.

ACCURACY OF INFORMATION • The access tools to use d Check for advertising Advertisers may use related
information to market their product
Accuracy refers to the closeness of the report to the • How the information being accessed may be
actual data. Measurement of accuracy varies, classified Alternative Media
depending on the type of information being evaluated. a. Current popular alternative media
• The depth of details required (i.e. some libraries
VALUE OF INFORMATION provide only an abstract of the topic)
b. Rise of alternative media and information
Information is said to be of value if it aids the user in • More detailed information requiring membership or
c. Other alternative forms of communication and
making or improving decisions. some conformity to set rules of the source (e.g.
distribution have become popular. These include social
databases)
media, blogs and flash mob performances.
Indigenous Media Information dissemination is the means by which facts PUBLIC SERVICE ANNOUNCEMENT - is a message
are distributed to the public at large. The means by in the public interest disseminated without charge with
• Indigenous means native, local, originating or which people and various organizations distribute the objective of raising awareness of and changing
produced naturally in a particular region information has exploded within the last several public attitudes and behavior towards a social issue
• Indigenous knowledge is unique to a specific culture decades. Oral and visual communications were the first
means humans used to distribute information, followed DOOR TO DOOR - is a message in the public interest
or society; it is not written down. Indigenous disseminated without charge with the objective of
communication is the transmission of information by written communication. All means of communication
stem from these basic means. raising awareness of and changing public attitudes and
through local channels or forms. It is a means by which behavior towards a social issue
culture is preserved, handed down and adapted. Dissemination is the targeted distribution of information
and intervention materials to a specific public health or COMMUNITY MEETING - is a small group method of
• Indigenous media and information refers to the collecting information from community members It is
original information created by a local group of people. clinical practice audience. The intent is to spread
knowledge and the associated evidence-based used to provide a directed but highly interactive
This also refers to content about indigenous peoples discussion Similar to but less formal than a focus
that may be distributed through dominant forms of interventions. Dissemination occurs through a variety
of channels, social contexts, and settings. group, and it usually includes a large group.
media or through forms of communication unique to
their people group. Examples of transmission of information CODES - Codes are systems of signs, which create
meaning.
• Popular media cannot reach some rural areas. While Advertising
print, broadcast and new media have a wide reach, MEDIA CODES - Media codes are the technical tools
there are still areas that these forms of media have not • Public announcement that media producers use to create meaning in their
reached. messages.
Speeches
Indigenous media and information are highly credible SYMBOLIC CODES - These are codes that are social
because they are near the source and are seldom METHODS FOR DISSEMINATION INFORMATION in nature. This only means that these codes exist
circulated for profit. NEWS RELEASE - is a written or recorded outside media product themselves, but would be
communication directed at members of the news media understood in by audience in general. For example,
• Indigenous media are channels for change, education seeing somebody receive a red rose in a film would
and development because of its direct access to local for the purpose of announcing something ostensibly
newsworthy mean that there is a romantic relationship.
channels.
BLOG - is a regularly updated website or web page - Setting - Known as the time and place of the
• Ignoring indigenous media and information can result narrative, the setting describes where the story or a
in development and education programs that are typically one run by an individual or small group that is
written in an informal or conversational style specific scene took place.
irrelevant
EMAILS - are messages distributed by electronic - Mise en scene - In the world of media, mise en scene
Forms of indigenous media and their local examples: is a French term that means 'everything within the
means from one computer user to one or more
a. folk or traditional media recipients via a network frame'. It also refers to all the objects within a frame the
way they are arranged. To analyze this, you should
b. gatherings and social organizations TEXT MESSAGES - is a written message often look into the media's set design, costume, props,
containing short forms of words sent from one mobile staging and composition.
c. direct observation phone to another.
- Acting - in media, actors portray a variety of
d records (may bo written carved or grall SOCIAL MEDIA - is an online platform which people characters that contribute to character development,
DISSEMINATING INFORMATION: use to build social networks or social relations with creating tension or interpreting the narrative.
other people who share similar personal or career
What is Information Dissemination or Disseminating interests, activities backgrounds or real life connections - Color - In media, color has strong cultural
information? connotations.
Technical codes - The second kind of codes are Genre conventions - Genre conventions that place of origin. Most commonly includes the name
specific to a media form and do not live as a separate include the common use of tropes, characters, of the place of origin of the goods..
entity. settings or themes in a certain media.
REPUBLIC ACT 8293
Camera work - How the camera is operated, positioned LEGAL, ETHICAL, AND SOCIENTAL ISSUES
INTELLECTUAL PROPERTY CODE OF THE
and moved to achieve certain effects is also important IN MEDIA & INFORMATION:
PHILIPPINES
in analyzing media.
What is Intellectual Property(IP)? COPYRIGHT VALIDITY
Editing - Another important consideration in studying LITERARY WORKS During the lifetime of the
media is editing. It is the process of choosing, a. INTELLECTUAL PROPERTY refers to creations of author plus 50 years after
manipulating, and arranging images and sound. the mind, such as inventions; literary and artistic death
works; designs; and symbols, names and images ART 25 years from the date of
Audio - Using sound expressively or naturalistically used in commerce. creation
also plays a role in media. PHOTOGRAPHIC WORK 50 years from publication
Intellectual Property is Protected under 2 laws
Lighting - Manipulating light, either natural or artificial, AUDIO-VISUAL 50 years from publication
to selectively highlight specific elements of certain 1. Intellectual Property Code (RA 8293) WORK
scenes, is also one of the important elements of media. SOUND 50 years from year
2. Cybercrime Prevention Act (RA 10175)
RECORDING recording took place
WRITTEN CODES Both laws protect intellectual property rights, allowing BROADCAST 20 years from date of
the rightful creators or owners to benefit from their RECORDING broadcast
A type of code that is written usually includes formal
written language used in media. own works or creations. TRADEMARK Valid for 10 years and
may be renewed for a
1. Printed Language Types of Intellectual Property period of 10 years
1. Copyright - A legal term used to describe the rights INVENTION PATENT Valid for 20 years from
Texts you can see within the frame and how it is filing date application
presented such as that creators have over their literary and artistic works
Books, music, paintings, sculpture and films, computer
-Titles programs, maps, and technical drawings. b. FAIR USE - Fair use means you can use
copyrighted material without a license only for a
-Subtitles 2. Patent - An exclusive right granted for an invention. certain purpose. These include:
Provides the patent owner with the right to decide
2. Spoken Language how-or whether- the invention can be used by others. -Commentary
Includes dialogue and song lyrics. 3. Trademarks - A sign capable of distinguishing the - Criticism
CONVENTIONS - Conventions are the generally goods or services of one enterprise from those of -Reporting
accepted ways of doing something. other enterprise.
- Research
Form conventions - Form conventions are the distinct 4. Industrial Design - Constitutes the ornamental or
ways that audiences expect codes to be arranged in aesthetic aspect of an article. May consist of three- -Teaching
media. dimensional features, such as the shape or surface of
an article, or of two-dimensional features, such as Guidelines for Fair Use
Story conventions - These story conventions are patterns, lines or color. - Most of the content you create must be your own.
common narrative structures and expectations from
media. 5. Geographical Indications and Appellations of Origin - Give credit to the copyright holder.
- Signs used on goods that have a specific
geographical origin and possess qualities, a reputation - Don't make money off the copyrighted work.
or characteristics that are essentially attributable to
c. NETIQUETTE REPUBLIC ACT NO. 10175
Netiquette or Network Etiquette -Or The Cybercrime Prevention Act of 2012
A set of rules for behaving properly [Link] reminds - A law in the Philippines approved on September 12,
you to respect and protect your own privacy, as well as 2012 which aims to address legal issues concerning online
others'. You must "self-reflect" before you "self- reveal". interactions and the Internet.
10 Core Rules of Netiquette (Willard, 2002) This digital inequality or gap between groups in terms
of knowledge, usage, and access to ICT due to
Rule 1: Remember the Human - just because we do circumstances like location, income, and age is called
not see the face... Digital Divide.
Rule 2: Adhere to the same standards of behavior Computer Addiction is the "overdependence or a
online that you follow in real life Responsibility damaging need to do something on computer or
Rule 3: Know where you are in cyberspace chatroom internet" (E-Learning Guide on Media and Information
vs. e-mailing rumors Literacy). Its impact could be linked to sleep
deprivation, anxiety and even depression.
Rule 4: Respect other people's time and bandwidth -
be concise Empathy Cyberbullying is the use of digital means of
communication that could hurt or harass a person.
Rule 5: Make yourself look good online - judged by Examples of this are sending hurtful texts or SNS
how you represent yourself messages, posting embarrassing photos or videos, and
spreading mean or malicious rumors online.
Rule 6: Share expert knowledge
Digital footprint is any data record of the things you
Rule 7: Help keep flame wars under control Courage
do online. Anything on the Internet with your name
Rule 8: Respect other people's privacy - don't snoop creates a trail of data about you. This could be
Trust information in your personal website, any activity in
social media, your browsing history, online
Rule 9: Don't abuse your power - administrators subscription, and the like
Rule 10: Be forgiving of other people's mistakes - at
least initially (Albion, 2005) – Justice
VIRTUAL SELF - is how you present yourself on online
platforms. Whatever you say or do on the Internet can
be viewed and others can easily pass judgment without
even knowing who you are outside the virtual
environment.
DIGITAL FOOTPRINT - any data record of the things
you do online. Anything on the Internet with your name
creates a trail of data about you. This could be
information in your personal website, any activity in
social media, your browsing history, online
subscription, and the like