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Media and
Information
Literacy
Legal, Ethical, and Societal Issues in
Media and Information

Legal, Ethical, and Societal

Issues in Media and
Information
Go online and check the number of hate posts that you can see in your social
media news feed. Recall if you have ever been confused about a product with an
imitation because their design looked almost similar. How about recalling if your
favorite song cover, movie, Netflix TV show, or Korean drama was blocked when you
looked for it on YouTube or other online sites? How many of your friends have
neglected their personal relationships and duties because of excessive or compulsive
use of the Internet? Are you alike? These situations in new media may pose threats
and risks to any individual. Therefore, you need to be media and information literate
to avoid the possible risks of using the Internet. Being able to recognize and
understand the issues in this module is a part of becoming not only a media and
information literate individual but also a responsible digital citizen.
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 Digital citizenship is the “ability to find, access, use and create information
effectively; engage with other users and with content in an active, critical, sensitive
and ethical manner; and navigate the online and ICT environment safely and
responsibly, being aware of one’s own rights” (UNESCO, 2016, p. 15 as cited in Shin,
T.S. et al. 2019, p.19). Thus, understanding the issues in this module and their
related legal, ethical, and societal implications can empower you to become more
ready, resilient, respectful, and responsible users and creators in the digital world.
In this module, you will learn about some of the most common issues in the use of
media and information within your community, with a mindful path to digital
citizenship.

What’s In

ODD ONE OUT. Recall the previous lesson about media and information languages.
Identify the item that does not belong to the group. On the line below, classify what
general classification is common among the rest of the items.
1. camera shots, lighting, color, audio

2. code, form, story, genre

3. producers, audience, stakeholders, conventions

4. symbolic, genre, technical, written

5. mise en scène, setting, editing, acting

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 What’s New

How well do you know?

Read each of the following situations and evaluate if the action done is good or bad.
If it is good, draw a thumbs UP emoji, and if bad, a thumbs DOWN. Justify your
answer with a short explanation.

Situation/Issue Evaluation/Explanation
1. As a loyal friend, you should take part in the Explain
bashing, spreading of hateful comments, and
sharing of related spiteful information about the Source:
person who cyberbullied your friend. https://commons.wikimedia.org/

2. Your tech-savvy sibling has taught you online sites

wherein you can download recent movies for free.
These sites are not authorized however many are
using them without being caught. Although
tempted, you did not visit any of the sites and
asked for the authorized sites instead.
3. You secured a CCTV recording of your classmate’s
assailant. You were asked to share the copy online
but you refused unless your classmate seeks
permission from the other people captured in the
video.
4. Your Facebook account is yours so it is rightful
that you post private or personal information in
public since they are solely yours. You simply
believe that your life is an “open book”.
5. As an avid Ms. Universe fan, you came across a
disgraceful comment about your country’s
candidate in the pageant from an online user in
another country. You join an online group on
Facebook against the said user exchanging a chain
of hateful remarks, series of ad hominems and
strong criticisms against that person using a sense
of patriotism as justification.

Guide Questions for Processing:

1. What are the issues about?
2. Is there a Philippine law violated in any of the situations?
3. What criteria did you set in evaluating the actions in each situation? How do
the criteria help you arrive at a better judgment of the situation?

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 What is It

Legal, Ethical and Societal Issues in Media and Information

With the growing online community in this new information age, people must
know and understand their rights and responsibilities as media and information
providers and consumers in order to become digital citizens. Significantly
encompassing these rights and responsibilities are the issues of Intellectual Property,
Fair Use, Netiquette, Internet Addiction, and Cyberbullying.

A. INTELLECTUAL PROPERTY (IP)

World Intellectual Property Organization (WIPO),

the global forum for intellectual property services,
policy, information, and cooperation, defined
Intellectual Property (IP) as referring to the
“creations of the mind, such as inventions; literary
and artistic works; designs; and symbols, names,
and images used in commerce” (World Intellectual
Image courtesy:
https://www.wipo.int/portal/en/
Property Organization, 2016).
It can be classified into two categories
namely, (1) Industrial Property which includes patents, trademarks, industrial
designs and geographical indications and appellations of origin; and (2) Copyright
which covers literary works (such as novels, poems, and plays), films, music, artistic
works (e.g. drawings, paintings, photographs, and sculptures) and architectural
design. Rights related to copyright include those of performing artists in their
performances, producers of phonograms in their recordings, and broadcasters in
their radio and television programs (WIPO, 2016).
In the Philippines, IP is protected under two laws – the Intellectual Property
Code (RA 8293) and the Cybercrime Prevention Act (RA 10175). Both laws protect
intellectual property rights, allowing the rightful creators or owners of patents,
trademarks, or copyrighted works to benefit from their own work or creation – may
it be of moral or material interests. Violation of this law or one of the rights is called
infringement.

Types of Intellectual Property

1. Copyright. It is a legal term used to describe the rights that
creators have over their literary and artistic works. This covers
works ranging from books, music, paintings, sculpture and
films, to computer programs, databases, advertisements, maps
and technical drawings (WIPO, 2016). Registration of
copyrighted work or displaying of the copyright symbol may not
be mandatory but it is recommended to emphasize that the
Courtesy to:
https://creativecommons.org/ author is claiming copyright protection in the work.
Nevertheless, the copyright law still protects the creator’s work
from the moment of creation and the owners do not lose this protection. To learn
more about IP registration in the Philippines, visit www.ipophil.gov.ph.

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 2. Patent. It is an exclusive right
granted for an invention. It provides
the patent owner with the right to
consent on the invention or a way for
others to use it. In return, the patent
owner is responsible for making
technical information about the
invention available in the published
patent document or in public (WIPO,
Courtesy to www.ipophil.gov.ph 2016).

3. Trademark. It is a distinguished sign of

goods or services of one enterprise from those of
other enterprises. It can be compared to what
craftsmen used in ancient times as “signature
mark” on their product (WIPO, 2016). TM
denotes that the owner of the mark is in the
process of registration to indicate a claim of Courtesy to
ownership, while ® is only used for marks that https://commons.wikimedia.org/wiki/File:Red_trad
emark.svg
have been granted registration.

4. Industrial Design. WIPO (2016) defines

Industrial design as an ornamental or aesthetic
aspect of an item. A design may consist of three-
dimensional features such as the shape or
surface of an article, or of two-dimensional
features such as patterns, lines, or color.
An industrial design right protects only
the appearance or aesthetic features of a
product, whereas a patent protects an invention
that offers a new technical solution to a problem.
In principle, an industrial design right does not
protect the technical or functional features of a
Courtesy to www.ipophil.gov.ph product. Such features could, however,
potentially be protected by a patent.

5. Geographical Indications and

Appellations of Origin.
These are signs used on products
possessing qualities, a status, or
characteristics that are essentially
attributable to that location of origin.
Generally, a geographical indication
includes the name of the place of origin of
the goods (WIPO, 2016).
It is well known that Original Strawberry Jam is from
Baguio.
Courtesy to: https://commons.wikimedia.org

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Republic Act No. 8293 or Intellectual Property Code of the Philippines
The copyrighted works are under this Term of Protection (Source: Official
Gazette, 2012, section 213)

COPYRIGHT VALIDITY PERIOD COPYRIGHT VALIDITY PERIOD

LITERARY During the lifetime of Sound 50 years from year

WORKS the author plus 50 Recording recording took place
years after death Broadcast 20 years from date of
ART 25 years from the Recording broadcast
date of creation Trademark Valid for 10 years and
PHOTOGRAPHIC 50 years from may be renewed for a
WORK publication periods of 10 years
Invention Valid for 20 years
AUDIO- VISUAL 50 years from Patent from filing date
WORK publication application

Intellectual property is essential in creating a culture of creativity, progress,

and innovations as any content creator’s exclusive rights to their own creation are
secured and protected through the IP law. This means one’s original work cannot be
legally copied or used for profit. Otherwise, one can be penalized on grounds of
infringement. Copyright law allows the owner to control access to his or her own
work and consequently provides strong penalties for infringement of owners’ rights.
However, the law also includes certain exemptions to the rule and considerations in
the use of the copyrighted materials from the owner’s control, which are under the
doctrine of Fair Use.

B. FAIR USE
Fair use is a legal principle stating that one can use a copyrighted work
without a license for the following purposes: commentary, criticism, reporting,
research, and teaching. Furthermore, the copyrighted material must observe
conditions such as (1) amount and substantiality of the portion taken; (2) purpose
and character of one’s use; (3) nature of the copyrighted work; and (4) potential
market effect (Stim, 2016). In general, one must own the majority of the new content,
give full credit to the original source, and use the content for non-profit purposes to
consider it fair use.
In order to clarify the terms and conditions in control of
the creative work between the author and the general public,
one needs permission from the copyright holder which is
called a license. Some content creators choose to license their
work more freely by giving their work a Creative Commons
Courtesy to
license or even putting their work in Public Domain. These CC
https://creativecommons.org/ licenses are copyright licenses providing a simple and
standardized way to give the public permission to share and
use the creative work. This is easier for both the author and the public compared to
an agreement in traditional licenses which are more restricting. Creative Commons
is an American non-commercial organization that aims to expand the range of
creative works available for others to build upon and to share legally. The
organization has released several copyright-licenses known as Creative Commons
licenses free of charge to the public (CreativeCommons.org as cited in Ping, 2016).

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Below are infographics about copyright, fair use, and creative commons.
Infographic 1: Copyright, Fair Use Infographic 2: Using Creative
and Public Domain Commons Content

Attribution: You must

credit the creator.
Non-Commercial: You
can't make a profit.
No Derivative Works:
You can't change the
content.
Share Alike: You can
change the content, but
you have to let other
people use your new work
with the same license as
the original.

Image courtesy to: Image courtesy to:

https://edu.gcfglobal.org/en/blogbasics/ https://edu.gcfglobal.org/en/blogbasics/copyri
copyright-and-fair-use/1/ ght-and-fair-use/1/

C. NETIQUETTE
One of the pressing problems in the digital age is the lack of basic manners in
using the Internet. Seemingly overwhelmed with the liberty one enjoys in digital
media, online users tend to forget that they are still interacting with real people,
although in the virtual world or cyberspace. To help minimize mistakes, untoward
encounters, and unkind experiences online, understanding and applying the rules
in Netiquette is necessary.
Netiquette or network etiquette is a set of rules for behaving properly online
(Shea, 1997 as cited in E-Learning Guide on Media and Information Literacy, 2017).
Here are the Ten Core Rules of Netiquette by Virginia Shea.

# 1 Remember the Human

Your written words are read by real people, all deserving of respectful communication.
# 2 Adhere to the same standards of behavior online that you follow in real life
Be ethical and do not break the law.
# 3 Know where you are in cyberspace
"Netiquette varies from domain to domain." Get a sense of how the people who are already
there appropriately and properly act.
# 4 Respect other people's time and bandwidth
You are not the center of cyberspace. Be mindful of other’s time
# 5 Make yourself look good online
You will be judged by the quality of your writing thus be cautious of your language. Don’t
flame-bait nor swear. Make sense with what you’re talking about.
# 6 Share expert knowledge
Courteously sharing your knowledge is fun.
# 7 Keep flame wars under control
"Flaming is what people do when they express a strongly held opinion without holding back
any emotion." Don't feed the flames; extinguish them by guiding the discussion back to a more
productive direction.
# 8 Respect other people's privacy
# 9 Don't abuse your power
Do not take advantage of anyone.
# 10 e forgiving of other people's mistakes
No one is perfect so be kind. If needed, be polite in correcting others.

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 Simply put, Netiquette reminds you to respect and protect your own privacy,
as well as others’. You must “self-reflect before you self-reveal” (Common Sense
Education). In practicing the rules of Netiquette, you must consider being careful in
managing your virtual self and digital footprints, as well as being mindful of data
privacy.
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
Digital footprint is 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. Because of this,
you must be vigilant in sharing personal
information to avoid potential dangers such
sharing may pose. There had been viral
videos with private or sensitive content
because their owners could have been
Image courtesy to https://www.teachthought.com careless with their digital footprint. Your
digital footprint can remain on the Internet
for life.

Data Privacy
Not only virtual self and digital footprint are incorporated in netiquette.
Respecting and managing data privacy is also a responsible behavior on the Internet.
The respect should be mutual between the media user and the producer. Data
privacy or the fundamental right of an individual to protect private information from
disclosure to information and communication systems is under Republic Act No.
10173 or the Data Privacy Act of 2012. If precautionary measures are not observed
in sharing personal information, your online security can be compromised.

Digital Divide
As part of being mannerly towards others online, it is also helpful to know that
not everyone has the same access to high-speed internet, or even so, regular digital
access, or advanced digital knowledge so we are called to be understanding, helpful,
and polite to the digitally disadvantaged. This digital inequality or gap between
groups in terms of knowledge, usage, and access to ICT due to circumstances like
location, income, and age is called Digital Divide.

D. COMPUTER ADDICTION AND CYBERBULLYING

With the growing industry of digital media, many media users have become
vulnerable to improper use of the Internet. Computer addiction and cyberbullying
are not only local problems but they are globally prevalent. These issues may come

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as a result of an intention, or a habit that has gone worse. If not addressed, these
issues could distress one’s health and relationships.

Computer Addiction
A study by Hootsuite and WeareSocial in 2019
finds that the Philippines ranks as the most
internet-addicted country (Zulueta, 2019). The
world internet usage index lists the Philippines’
average time spent on the Internet as 10 hours a
day. So, how do we know if we have addiction?
Computer Addiction is the “overdependence or a
damaging need to do something on computer or
internet” (E-Learning Guide on Media and
breathe Information Literacy). Its impact could be linked to
sleep deprivation, anxiety and even depression.
Setting a limit and immersing yourself with outside
activity can obviate addiction. Remember,
Photo Credits to Barlam, J., Limpiado, E. anything beyond moderation is not good. To put it
& Baguinaon, P. simply, learning to properly use digital resources is
responsible internet behavior.

Cyberbullying

Courtesy to cyberreadi.pia.gov.ph

According to UNICEF Poll in September 2019, one in every three young people
in 30 countries has reported being a victim of online bullying (UNICEF, 2019).
Cyberbullying is the use of digital means of communication that could hurt or harass
a person. Examples of this are sending hurtful texts or SNS messages, posting
embarrassing photos or videos, and spreading mean or malicious rumors online.
Such act or acts comprise cyberbullying if the offender does them intentionally and
repeatedly, and should be addressed at once.
You must always protect your mental health. If cyberbullying happens to you,
do not be afraid to seek help and defend yourself.

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 What’s More

Activity 1.1
Identify the concepts being described in each item. Note that each answer does
not observe space between or among words. Solve for the hidden code among the
answers by composing a relevant concept using the shaded letters for each item.

1. The Republic Act 10175 which defines cybercrimes and imposes penalties
for prevention. This is one of the laws that could protect intellectual
property.

2. This means one can use a copyrighted material without the permission of
the copyright holder under certain circumstances.

3. All literary and artistic works enter this when the copyright protection lapses
hence they are free to be copied, adapted, and revised with no restriction.

4. It is the gap or disparity of access, knowledge, and use of digital tools

between demographics and regions.

5. This refers to the creations of the mind – an invention, a design, or a brand

name.

6. These are copyright licenses that provide standardized ways to give permission to
share and use one’s work on conditions set by the creator.

7. This is the excessive and compulsive use of the computer resulting to

possible risks.

8. A set of skills enabling citizens to access, evaluate and create information using
media forms in an ethical and effective way.

9. It is a set of rules for behaving properly online.

CODE:

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Activity 1.2
#MILLessons #MILIssues
Complete the matrix below. Be guided by the questions per column.
Setting or Specific MIL Issue/s My MIL Take
Context Situation Aways
Given the indicated What issue/s and How can you practice
setting, cite a situation concept/s in this module digital citizenship in
where you can apply can be seen from your these given situations?
what you have learned given situation? How did As a student, how can
from any of the issues the issue affect the you contribute to a
discussed in this personal, professional, and positive digital
module. social (and others) aspects environment?
of the people involved?
1. School
2. Social
Media
3. Community
at large

Your activity will be rated using this rubric:

Score Description
2 points Includes little essential information and one or two facts
3 points Includes some essential information with a few citations and facts
Includes essential information and facts to give viewers an
4 points
understanding of the topic
5 points
Covers the message completely and in-depth with a variety of
resources

What I Have Learned

Answer and reflect on the following questions:

1. Why is there a need to be digitally responsible?
2. How can your knowledge and understanding of the issues discussed in this
module help you become a responsible media and information user and
producer?
3. As a student, how can you promote ethical use of media and information?

Your written output will be graded based on the following rubrics:

Score Description
Is unable to or infrequently uses deductive and inductive
2 points
reasoning skills
3 points
Uses deductive and inductive reasoning skills inconsistently and
weakly
4 points Uses deductive and inductive reasoning skills competently
Uses deductive and inductive reasoning skills consistently and
5 points
with ease

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 What I Can Do

As a young digital citizen, you are tasked to create a campaign promoting

cyberwellness i.e. positive well-being of Internet users, using media form/s of your
choice (E.g. music video, TikTok challenge, digital poster, pub mat, blog, jingle, etc.)
The campaign must include the following: (1) creative and significant slogan with
explanation; (2) action plan for implementation with rationale, lesson-integrated foci,
set of activities, research-based sources, and supporting information; and (3) the
campaign presentation itself. Furthermore, apply what you have learned from the
previous lesson i.e. media and information languages in effectively producing this
presentation. Be guided by the rubrics below:
RUBRIC FOR CYBER WELLNESS CAMPAIGN
Source: https://www.rcampus.com/rubricshowc.cfm?sp=yes&code=TX38BWX&
BEGINNING CAPABLE ACCOMPLISHED EXPERT
2 points 3 points 4 points 5 points
Narrative Clearly Fails to extend Extends some Extends ideas Clearly extends
Extends Ideas ideas presented in ideas presented presented in ideas presented
Narrative primary or in primary or primary or in primary or
presents the secondary sources secondary secondary sources secondary
topic through original sources through original sources
(background info analysis, through analysis, through original
& description of evaluation, and original evaluation, and analysis,
the issue), elaboration. analysis, elaboration. evaluation, and
advocacy needs, evaluation, and elaboration.
and rationale for elaboration.
advocating for
this topic -
clearly and
comprehensively.
Communication Fails to extend Extends some Extends ideas in a Clearly extends
via Campaign ideas in a clear, ideas in a clear, clear, compelling, ideas in a clear,
Written and compelling, compelling, thoughtful way. compelling,
Spoken language thoughtful way. thoughtful way. thoughtful way.
within campaign
tools
Cohesiveness of Goals, objectives, Goals, Goals, objectives, Goals,
Plan tactics, etc. do not objectives, tactics, etc. form a objectives,
Goals, objectives, form a cohesive tactics, etc. moderately tactics, etc.
tactics (including approach. form a cohesive approach. form a cohesive
target audience), Justification of minimally Justification of plan approach.
and evaluation plan is present, cohesive is present, but not Justification of
plan. but not compelling approach. entirely compelling the plan is solid
or well thought Justification of or well thought out. (compelling and
out. plan is absent; well thought
not compelling out).
or well thought
out.
Tone and Focus: Demonstrates a Demonstrates Consistent tone Consistent tone
Aware of lack of tone and an inconsistent and focus with a and focus and
Audience focus related to tone and focus general sense of demonstrates a
Specific to each the supposed related to the audience for each clear sense of
target audience audience or audience for tactic, audience, audience for
lacking audience each tactic, and/or purpose. each tactic,
awareness for audience, audience,
each tactic,

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 audience, and/or and/or and/or
purpose. purpose. purpose.
Call To Action May provide a Provides a Provides an Provides a
weak or debatably appropriate call to meaningful call
unrealistic call to realistic or action that is to action that is
action that is appropriate call related to the responsive to
related to the to action that is advocacy cause. the advocacy
advocacy cause. related to the cause.
advocacy
cause.
Language and Contains serious Contains Contains some Contains few, if
Conventions errors in several errors errors in any, errors in
conventions and in conventions conventions but conventions.
uses limited and uses basic they do not Provides precise
Clarity of vocabulary. and predictable interfere with and appropriate
thought, language. reader language.
grammar, APA as understanding.
appropriate, Provides some
spelling, etc. precise language.

Additional Activities

DIGITAL CITIZENSHIP CHALLENGE

Create your own digital citizenship challenge to become responsible media and
information users and producers which lasts for two weeks. Put one responsible
online practice or behavior for each box in the card, justifiable with the relevant
lessons in this subject. Make sure that it is timely, feasible, and fun since you are
going to post it online for the digital citizenship campaign. You can have your own
title or name of the challenge as long as it serves the campaign’s purpose.

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 Your work will be graded according to the following rubric:
Basic Proficient Distinguished
(12 pts) (18 pts) (25 pts)

Adherence to There is no adherence There is an objective, The objective is clear

Objectives to the objective of the it's somewhat clear and adheres to the
and Goals challenge. The and somewhat backs challenge. There are
Objective is not met up the challenge clearly implemented
goals

Content Missing the following: Missing some of the Missing none of

Details Feasibility following: following:
Fun Feasibility Feasibility
Timeliness Fun Fun
Relevant Content Timeliness Timeliness
Relevant Content Relevant Content
Over-all presentation is Over-all presentation is Over-all presentation is
Presentation below average. It is not average. The above average. The
presented well presentation is presentation is good
somewhat good but it is and it is interesting
not interesting and and compelling
compelling enough

References
Commission on Higher Education and Philippine Normal University. (2016).
Teaching Guide for SHS Media and Information Literacy. Quezon City: Commission on
Higher Education.
Common sense education. (n.d.). Digital footprint and reputation. Retrieved from
https://www.commonsense.org/education/digital-citizenship/digital-footprint-and-
reputation
E-Learning Guide on Media and Information Literacy. (2017). Netiquette. Retrieved
from https://sites.google.com/view/elearningmil/lessons/the-legal-ethical-and-societal-
issues-in-media-and-information/netiquette
National Privacy Commission. (n.d.) RA 10173- Data Privacy Act. Retrieved from
https://www.privacy.gov.ph/data-privacy-act/
Ping, A. (2016). Media and information literacy (MIL) - Intellectual property, fair use,
and Creative Commons. Retrieved from
https://www.slideshare.net/arnielping/media-and-information-literacy-mil-
legal-ethical-and-societal-issues-in-media-and-information-part-1

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