10/7/23, 4:02 PM Module 1: Communication and Media

Module 1: Communication and Media

Site: New Era University Printed by: Jillian F. Espinosa

Course: Media and Information Literacy Date: Saturday, 7 October 2023, 4:02
Book: Module 1: Communication and Media

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10/7/23, 4:02 PM Module 1: Communication and Media

Description

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10/7/23, 4:02 PM Module 1: Communication and Media

Table of contents

1. Introduction

2. Learning Outcomes

3. Lesson 1: What is Communication?

3.1. Let's Define Communication
3.2. SMCRE Model
3.3. Media and Information Literacy
3.4. Video Summary: Introduction to Media Literacy

4. Lesson 2: Evolution of Media

4.1. History of Media
4.2. New Media or Information Age
4.3. The Evolution of Media in the Philippines
4.4. Video Summary: Evolution of Media
4.5. Enrichment Activity

5. Lesson 3: Data, Information and Knowledge

5.1. Information Literacy
5.2. Ethical Use of Information
5.3. Enrichment Activity

6. References

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10/7/23, 4:02 PM Module 1: Communication and Media

1. Introduction

This module discusses the key concepts related to Media and Information Literacy. It will define its meaning including key concepts related t
media, information and literacy. This module includes:

Introduction to Media and Information Literacy

Media Literacy
Information Literacy
Technology Literacy
The evolution of media from traditional to new media and the roles of media in a democratic society.
The importance of information literacy and the ethical use of information.

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2. Learning Outcomes

In this module, students should be able to:

1. formulate key concepts such as media, information, literacy, media literacy, technology literacy and information literacy.
2. compare similarities and differences of the key concepts.
3. demonstrate how much media and information affect communication.
4. share to the class their personal media habits, lifestyle and preferences.
5. identify traditional and new media and their relationships.
6. editorialize the roles and functions of media in a democratic society.
7. search the latest theory on information and media.
8. define information needs.
9. locate, access, assess, organize, and communicate information.
10. demonstrate the ethical use of information.

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3. Lesson 1: What is Communication?

What comes to your mind when you hear or see the word COMMUNICATION?

Let's Define Communication...

Communication is the process of transferring information from one person to another. The goal of communication is to translate message o
information. Whatever one wants to say to someone should be clearly understood by him or else the purpose of the communication is defea

How does a newborn infant communicate its needs? How about a person with hearing impairment? In what ways can we communicate? In
media communication, there are two basic types of communication:

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3.1. Let's Define Communication

What is Verbal and Non-verbal communication?

Verbal communication includes any form of communication involving words, spoken, written or signed. It can be face-to-face, telephone, rad
television, letters, books, e-mails, magazines and other media. Forms of verbal communication are as follows:

Oral communication is the transfer of messages or information through spoken words. It can be divided into two processes: Speaking
Listening.
Written communication is the transfer of messages or information through written form. It can be divided into two processes: Writing
Reading.

Non-verbal communication includes body language and visual cues. Body language may refer to Facial expression, Gestures, Proximity
(distance), Touch, Appearance, Silence, Paralinguistic cues and Eye Gaze or eye contact etc.

Visual cues pertain to any visualizations or visual displays used to communicate messages, such as logos, symbols, emojis, graphs, charts,
maps and other media. This also pertains to Visual Communication.

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3.2. SMCRE Model

The figure shows Dwight Harold Laswell’s model of communication which he formulated in 1948. His model divides the process of
communication into five: SENDER, MESSAGE, CHANNEL, RECEIVER and EFFECT. This lesson will not focus on the sender, message and rece
rather on the CHANNEL or MEDIUM and how the message is sent to the receiver.

Media came from the Latin word "medius", meaning middle. This refers to the tool or set of tools people use to assist the transfer message
between the sender and receiver. The sender pertains to the source of the message who then uses a tool (medium) to relay the message to t
receiver who intern gives feedback (now turns to sender).

Media is commonly associated with Television, Radio, Newspaper and Internet but, these are more particularly referred to as Mass Media wh
is intended to reach a large audience.

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3.3. Media and Information Literacy

Media is a powerful tool to convey messages and information to a receiver. Through mass media, a huge number of audiences can receive th
same information at the same time, these recipients can process the information into two ways, they can either be passive or active recipien
information.

A passive receiver accepts all information without scrutiny and skepticism, while an active receiver processes all information scrutinize it an
filter useful information and disregards what is not.

The goal of media and information literacy is to make every receiver of information actively process whatever message is received.

"Media and Information Literacy recognizes the primary role of information and media in our everyday lives. It lies at the core of freedom of
expression and information - since it empowers citizens to understand the functions of media and other information providers, to critically
evaluate their content, and to make informed decisions as users and producer of information and media content." - UNESCO, 2017

Media as defined by UNESCO are sources of credible and current information which are also tools to relay a message from one person to
another or a large group of people.

Information is a then defined as a wide umbrella of messages derived from study, instruction or experiences. It can be facts, details or opinio
about a certain topic.

Media Literacy

The definition most often cited in the US is a succinct sentence hammered out by participants at the 1992 Aspen Media Literacy Leadership
Institute:

"… the ability to access, analyze, evaluate and create media in a variety of forms."

Definitions, however, evolve over time and a more robust definition is now needed to situate media literacy in the context of its importance fo
the education of students in a 21st century media culture. CML uses this expanded definition:

Media Literacy is a 21st century approach to education.

It provides a framework to access, analyze, evaluate and create messages in a variety of forms - from print to video to the Internet.
Media literacy builds an understanding of the role of media in society as well as essential skills of inquiry and self-expression necessa
for citizens of a democracy.

What is important to understand is that media literacy is not about "protecting" kids from unwanted messages. Although some groups urge
families to just turn the TV off, the fact is, media are so ingrained in our cultural milieu that even if you turn off the set, you still cannot escape
today's media culture. Media no longer just influence our culture. They ARE our culture.

Media literacy, therefore, is about helping students become competent, critical and literate in all media forms so that they control the
interpretation of what they see or hear rather than letting the interpretation control them.

To become media literate is not to memorize facts or statistics about the media, but rather to learn to raise the right questions about what yo
are watching, reading or listening to. Len Masterman, the acclaimed author of Teaching the Media, calls it "critical autonomy" or the ability to
think for oneself.

Information Literacy

According to UNESCO, Information literacy includes the ability to identify, find, evaluate, and use information effectively. From effective searc
strategies to evaluation techniques, students learn how to evaluate the quality, credibility, and validity of websites, and give proper credit.

Technology Literacy

The International Technology and Engineering Educators Association (ITEEA), defines technology literacy as the ability of an individual, work
independently and with others, to responsibly, appropriately and effectively use technology tools to access, manage, integrate, evaluate, crea
and communicate information. In order to be a technologically literate, a person should understand what technology is, how it works, how it
shapes society and in turn how society shapes it.

What is Media and Information Literacy Then?

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Media and Information Literacy (MIL) is the ability to access, to analyze, evaluate and create information from media and other information
sources. UNESCO aims to merge these literacy skills necessary for daily life nowadays. It also aims to create learners with critical thinking
skills with regards to media and information.

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3.4. Video Summary: Introduction to Media Literacy

Watch this video to know more about Media Literacy:

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4. Lesson 2: Evolution of Media

Who was Marshall McLuhan?

A Canadian philosopher and professor from the University of Toronto, born in 1911 specialized in media theory. McLuhan came to prominenc
the 1960s, just as TV was becoming part of everyday life.

At the center of his thinking was the idea that society is shaped by technology and the way information is shared. He provides a clear story o
how media evolved through technological determinism.

What is technological determinism?

Technological Determinism is a theory that believes technology is a steering factor in how society develops its structure and values.

McLuhan believes that various technologies cause social change. It tends to assert that technology is a single cause resulting in a multitude
complex political, economic, and social changes. He contends that media are compelling influences that shape how an individual think, feel,
act and how societies organize themselves and operate.

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4.1. History of Media

Marshall McLuhan divided the history of Media into 4 Ages:

Tribal Age is described by the predominance of oral communication, prehistoric people relied on face-to-face interactions, primarily through
auditory senses, as a method of communication.

It is characterized as an oral society dependent on speech and word-of-mouth, who lives in a world of acoustic space. Acoustic space-is orga
and integral, perceived through the simultaneous interplay of all senses.

AGE OF LITERACY is when human beings learned to read and write. McLuhan describes the introduction of phonetics as a bombshell, install
sight at the head of the hierarchy of senses. This development allowed people to communicate and share information privately.

PRINT AGE was highlighted by the invention of the Gutenberg press or movable type in the 15th century. Johannes Gutenberg invented the
printing press and through this, books were reproduced by thousands. Printing press is considered as one of three invention that changed th
whole face and state of things throughout the world” with gunpowder and compass. This period was characterized by the further dominance
visual space and logical thinking.

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ELECTRONIC AGE is characterized by the dominance of the electronic media. Mcluhan went further by describing the electronic age as a for
that turned the planet into a global village, where people are all globally connected, even at a distance. One example is the development of th
television in 1941.

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4.2. New Media or Information Age

Technological advancement in the past decades has led to profound changes in the field of communication and media. Mcluhan's theory
provided the world with a clearer picture of how media has evolved and improved the way people communicate. However, the evolution of m
did not stop with the rise of the global village.

Tribal age, age of literacy, print age, and electronic age all revolved around traditional media. However, the recent decades blossomed with th
invention of computers and the internet, paving the beginning of a new era of media – the new media or information age.

The Cambridge dictionary defines New Media as the product and services that provide information or entertainment using computers or the
internet. New media are digitally produced as interactive and require at least a two- way communication.

Dr. W. James Potter enumerated 3 key innovations that led to the development of this new mass medium: Affordable personal computer,
Digitization of information and the Internet.

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4.3. The Evolution of Media in the Philippines

1. Pre-Colonial Period

During the Pre-colonial period, communication existed primarily through oral exchange and written language (in baybayin and kavi).

oral exchange
Umalohokan
written language
baybayin and kavi

2. Spanish Period

During the Spanish Period, print media was introduced in the country and nationalistic writings began to flourish.

print media
nationalistic newspapers (La Solidaridad, Kalayaan, Katipunan, and La Independencia)
cinema

3. American Period

During the American Period, broadcast media- radio were established in the country, films and komiks also emerged.

radio
films
komiks

4. Japanese Period

During World War II, most of the broadcast media were disbanded that led to more underground media practitioners.

publications-disbanded
underground press
Golden Age of Philippine journalism (postwar era)
television

5. Martial Law Period

During Martial Law Period, private media institutions were sequestered by the government but the film industry flourished.

private media were taken over

underground press
films

6. Post-Martial Law Period

Freedom of expression, of speech, and of the press was reinstituted, and the Philippine media became more developed with the
establishment of the internet in the country in 1994.

freedom of expression, of speech, and of the press

internet

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4.4. Video Summary: Evolution of Media

Watch this video to know more about the evolution of media:

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4.5. Enrichment Activity

Answer the following questions in less than 100 words for each number.

1. What traditional media and new media have you used? What are the major differences you have noticed in these media?

2. Watch the video and answer the question that follows. Limit your answers to 150 words only.

Does technology shaped us or is it us who shaped technology? Explain your answer.

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5. Lesson 3: Data, Information and Knowledge

Some people often confuse information with data and knowledge and use the three terms interchangeably. Let us define and explain them on
one.

Merriam-Webster's Dictionary defines Information as knowledge that a person gets about someone or something. it can be intelligence, new
data, or facts. It is a broad term derived from study, experiences, or instruction.

Data refers to unstructured facts and figures that create the least impact on the receiver (Thierauf, 1999). Data become information when the
are contextualized, categorized, calculated, and condensed (Davenport and Prusak, 2000).

Information, therefore, is data organized with relevance and purpose, made meaningful by a person. Words, news, and numbers are data that
become information when people associate something to it that makes it useful to them.

While Knowledge refers to the human understanding of a subject matter derived from experience, learning, and thinking.

In an example, the text within your books are data; your consumption of the text as the information; and the storage of this information within
your memory as knowledge. Below is the hierarchy pyramid of data, information, and knowledge.

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5.1. Information Literacy

What is Information Literacy?

According to The Association of College and Research Libraries, Information literacy is a set of abilities which require individuals to
recognize when information is needed and have the ability to locate, evaluate, and use effectively the needed information.

Information literacy is the ability to think critically and make balanced judgments about any information we find and use. It empowers us
citizens to develop informed views and to engage fully with society

Information literacy, just like media literacy, is all about critical thinking. While media literacy focuses on understanding, usage, and
production of messages received from different media, information literacy is the ability to find, evaluate, and use information effectively

INFORMATION LITERACY STANDARDS

An information literate individual has a specific set of skills. The Association of College and Research Libraries, a division of the America
Library Association, generally states that an information literate individual is able to:

determine the extent of information needed;

access the needed information effectively and efficiently;
evaluate information and its sources critically;

Triangulation-is the method used to question the validity, reliability, and accuracy of an information source. It's purpose is for the
consumer to:

incorporate selected information into one’s knowledge base;

use information effectively to accomplish a specific purpose; and
understand the economic, legal, and social issues surrounding the use of information, and access and use information ethically a
legally.

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5.2. Ethical Use of Information

There are many issues surrounding the ethical use of information in Philippine society. In this information age, millions of people in the
world create and consume information without the knowledge of its proper usage which often leads to misunderstanding or worse, lega
sanctions.

Here are some concepts that one must be familiar with in practicing ethical use of information.

1. PRIVACY

In this age where information is easily accessible through the internet, the concept of privacy is often questioned. Privacy, as defined by
Merriam Webster's Dictionary, is the "state of being alone or being away from public attention".
Almost any information is within public reach, even private information in a digital medium, like email, social media accounts, and files in
hard disk can still be obtained by a technology expert. This is why different life-ruining scandals happen, such as indecent videos and
wiretapped phone conversations.
In an online environment where everything is public, how can we ensure that selected information will remain private? One can prevent
violation of privacy by completely avoiding the risk of sharing or posting a very "private" information in a medium that can be accessed b
people.

2. ACCURACY
Accuracy relates to the correctness of the information source to the details of the information. Dates, places, persons involved, and othe
details are essential data in testing the accuracy of an information source.

3. PLAGIARISM
Plagiarism is a usual problem on the internet these days. It is easy to download or copy-paste materials on the web. Often, others do not
properly cite or mentioned their sources.
According to Merriam-Webster's Dictionary, to plagiarize is to "use the words or ideas of another person as if they were your own words
ideas."
It can be regarded as an act of fraud that involves stealing someone else's work. To prevent plagiarism:
never lift information that you do not own.
Properly attribute an information to its author.
Never pretend that you own its words
do not forget to cite the original source of the information.

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5.3. Enrichment Activity

Create your own hierarchical pyramid of Information, Data, and Knowledge that you use in your everyday life. Make sure that you identify whic
one is which.

Make use of different editing tools like Photoshop, Canva, or PowerPoint in creating your graphic.
You can make a traditional drawing of your hierarchical pyramid.
Upload the graphic or the image in your NEU GDrive account and paste the link in the online text box. Just make the link available to 'N
Era University' or 'Anyone with the link'.

To submit your answers, please click this link.

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6. References

Printed Sources

Aboga and Agapay (2017). Media and Information Literacy, 1st ed., Techfactors Inc.

Baustista Jr. A. and Ignacio, J. (2015). Media and Information Literacy in the 21st Century. Philippines: Brilliant Creations Publishing
Incorporation.

Pitagan, F. et al. (2016).Teaching Guide for Senior High School MEDIA AND INFORMATION LITERACY: Commission on Higher Education.

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10/7/23, 4:02 PM Module 2: Types of Media and Information Sources

Module 2: Types of Media and Information Sources

Site: New Era University Printed by: Jillian F. Espinosa

Course: Media and Information Literacy Date: Saturday, 7 October 2023, 4:02
Book: Module 2: Types of Media and Information Sources

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10/7/23, 4:02 PM Module 2: Types of Media and Information Sources

Description

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10/7/23, 4:02 PM Module 2: Types of Media and Information Sources

Table of contents

1. Introduction

2. Lesson 4: Types of Media and Media Convergence

2.1. Media Convergence
2.2. Enrichment Activity

3. Lesson 5: Media and Information Sources

3.1. Types of Information Sources
3.2. Formats of Information Sources
3.3. Where to Find Information Sources
3.4. Evaluating Information and Media

4. References
4.1. Enrichment Activity

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1. Introduction

This module aims to acquaint the learner on the various types of media and its different sources.

This module discusses the types of information sources, formats, and where to find these information sources. It also explains how to evalu
information and media. This module includes:

Definition of Media
Types of Media
Media Convergence
Types of Information Sources
Formats of Information Sources
Where to Find Information Sources
Evaluating Information and Media

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2. Lesson 4: Types of Media and Media Convergence

Print Media is the oldest form of media. News sheets like the Chinese ti-pao (government gazette) came about as early as 700-100 BCE. The
ancient Roman empire published their own news sheet called Act Diurna or daily events which is carved in stone.

It is a media consisting of paper and ink and reproduced in a printing process that is traditionally mechanical. The print media has different
forms which includes: book, newspaper, magazine, journal, etc.

Other forms include comics, flyers, and posters.

---

Broadcast Media, commonly associated with radio and television, is a form of mass communication that transmits messages and programs
airspace. It reaches target audiences using airwaves as the transmission medium. This is a brief history of the broadcast media:

1877 – Thomas Edison introduced the cylinders for his phonograph

1880s – Edison invented Film cameras and projectors
1885 – Auguste and Louis Lumiere invented cinematograph
1895 – Guglielmo Marconi invented the wireless telegraph which utilizes radio signals
1900s – first and long-distance voice and music transmission by Reginald Fessenden
1927 – Sound movies were introduced
1930s – colored movies emerged
1941 – first television station went on air
1948 – Columbia records introduced LP (long playing) disks
1963 – cassettes were invented which uses magnetic tapes
1980s – compact disks or CDs became the dominant type of recording

---

Technological advancements paved the way for the discovery of New Media which refers to digital media that are interactive, incorporating t
way communication, and involving a form of computing – content organized and distributed on digital platforms. These includes computers,
internet, smart phones, tablets, e-book readers and more.

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2.1. Media Convergence

What is Media Convergence?

Media Convergence is a phenomenon that connects different forms of media. It is the interconnection created by the melding of different me
platforms today. Simply put, it is the process where all forms of mediated communication come together into one digital form. These are oth
definitions of Media Convergence:

“… is the result of the internet and of media content digitization, rounding up the three C’s in media – computing, communication, and con
– into one.”

“… the blending of media, telecommunications and computer industries”

Here are some examples of Media Convergence:

Television shows usage of hashtags to encourage viewers to share their opinions in other forms of media through comments and
reactions.

Books, magazines, newspapers and other forms of print media are digitized and are now available online.

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2.2. Enrichment Activity

Answer the question in less than 100 words.

1. Give another example of Media Convergence that you see nowadays and explain how does this media affect the state of print and
broadcast media.

To submit your answers, please click this link.

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3. Lesson 5: Media and Information Sources

Information sources are the producers or givers of information, and people who use it are the consumers. These sources also serve as the
means by which people record information for future consumption. There are a lot of information sources available today: books, newspaper
encyclopedias, and the internet. Even people consider information sources with their personal stories and experiences.

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3.1. Types of Information Sources

In general, there are three types of information sources: primary, secondary, and tertiary sources.

1. Primary Sources are first-hand accounts, original, uninterpreted material of information, created by the person directly involved in an activ
or an event.

It provides researchers and students a closer look at the original ideas and experiences of events based on the first-hand experiences of the
persons who created it. This rawness makes primary sources more reliable and valid, while allowing the reader to interpret the information,
rather than rely on the interpretation of the other authors. Some examples of primary sources are:

Speeches
Autobiographies
Photos
Diaries
Personal Letters
Interviews

2. A Secondary Source is anything that comments on, analyses, or tackles a primary source and has undergone editing or interpretation.
Secondary source may offer an interpretation of the information gathered from primary sources, providing a different perspective for the read
Some examples of secondary sources are:

Biographies
Magazines
Newspaper articles
Commentaries
Histories

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3. Tertiary Sources are sources consists of summaries and collections of both primary and secondary sources. It gives an overview of the to
but rarely contains original material. Some examples are:

Encyclopedias
Handbooks
Tables
Almanacs

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3.2. Formats of Information Sources

Now that you are able to characterize the different types of information sources, it is also vital to acknowledge that they can be classifie
into two formats: print and nonprint.

1. Print

All printed materials like newspapers, books, magazines, photographs, journals, encyclopedias, government documents, and record

2. Nonprint

Audio, video, audio-video files, microform, microfilm, digital documents, and other materials in digital formats, usually saved in
computers, DVDs, and other storage devices.

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3.3. Where to Find Information Sources

There are a number of places to go to as information sources.

Library is a building or a room that contains a collection of books, periodicals, and/or audiovisual materials. It provides easy access to reliab
and essential resources for research.

Internet is a global network of computers that allows computer users around the world to share information for various purposes.

Although the internet is more accessible and more convenient to use compared to a library, however it is also more difficult to check for
information's accuracy on this medium. Almost anyone can post anything online, while printed materials that can be found in the library
underwent substantive editing and fact-checking before being distributed for mass consumption.

Indigenous Media refers to a form of media conceptualized, produced, and circulated by indigenous people as vehicles for communication,
specifically for cultural preservation, cultural and artistic expression, political self- determination, and cultural sovereignty (e.g., Folklore, folk
music and dances, and other indigenous art).

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3.4. Evaluating Information and Media

In evaluating information – whether text, image, audio, or multimedia – one must remember to ask the following questions:

1. What/Who is the source of information? It is necessary that before you believe an information, you must first know what or who is its
information source. Typically, an information source can be found through citation or bibliography.

To identify the perspective of an information source, one must acquaint oneself with TRIANGULATION, or the method used to question the
validity, reliability, and accuracy of an information source.

2. What is the medium used? The medium used in presenting information is also crucial in evaluating information. Triangulation must also be
applied in this process. If the medium used is a journal or research paper, there is a bigger chance that the information underwent a meticulo
evaluation process.

Blogs, on the other hand, are more susceptible to bias. Information contained within blogs are based on the bloggers' actual experiences and
may provide varying interpretations.

On the internet, anybody can post "facts" on it, and many people will still believe them even if the information sources are not stated. With thi
may help to evaluate the domain of the website that presented the information. Websites that end with domain ".com" are commercial sites,
".org" are non-profit organizations, ".gov" are government sites, and ".edu" are educational institutions.

3. What is its purpose? Information sources have reasons why they present information: to inform, to persuade, to entertain, or to advertise.

4. How is the information made? It will vary upon the type of information being evaluated. Text, visual, audio, motion, and multimedia all have
different styles and guidelines in production. This is why how it is important for you to learn, not just to how to evaluate information, but also
produce them.

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4. References

Printed Sources

Aboga and Agapay (2017). Media and Information Literacy, 1st ed., Techfactors Inc.

Baustista Jr. A. and Ignacio, J. (2015). Media and Information Literacy in the 21st Century. Philippines: Brilliant Creations Publishing
Incorporation.

Pitagan, F. et al. (2016).Teaching Guide for Senior High School MEDIA AND INFORMATION LITERACY: Commission on Higher Education.

Online Sources

https://2012books.lardbucket.org/pdfs/a-primer-on-communication-studies/s15-media-technology-and-communica.pdf

https://study.com/academy/lesson/what-is-media-convergence-definition-explanation.html

http://www.walthowe.com/navnet/history.html

http://j387mediahistory.weebly.com/readings-assignments1.html

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4.1. Enrichment Activity

Answer the following questions in less than 100 words.

1. Pick a news article and evaluate the information presented by answering the following questions:

What/who is the source of information?

What is the medium used?
What is the reason behind releasing this information to the public?
How is the information made?

NOTE: Attach the news article as image.

To submit your answers, please click this link.

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Module 3: Issues, Opportunities, Challenges: The Power of Media and

Information

Site: New Era University Printed by: Jillian F. Espinosa

Course: Media and Information Literacy Date: Saturday, 7 October 2023, 4:02
Module 3: Issues, Opportunities, Challenges: The Power of
Book:
Media and Information

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Description

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Table of contents

1. Introduction

2. Learning Objectives

3. Lesson 6: Media Language

3.1. Codes and Conventions
3.2. Media Representations
3.3. Video Summary
3.4. Enrichment Activity

4. Lesson 7: Legal, Ethical, and Societal Issues in Media and Information

4.1. Issues on Intellectual Property
4.2. Netiquette: Ethics on the Internet
4.3. Societal Issues in the Information Age
4.4. Enrichment Activity

5. Lesson 8: Media and Information: Power, Opportunities and Challenges

5.1. In Education
5.2. In Politics
5.3. In Economy
5.4. Media Effects in the Society
5.5. Enrichment Activity

6. References

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1. Introduction

This module discusses how ideas are communicated through different media and information sources. It will also explain the use of medi
and information languages in conveying messages through different media. This includes:

Media and Information Languages

Media Languages
Codes and Conventions
Media Representations
Denotation and Connotation
The legal, ethical, and societal issues in the use of media and information.
Opportunities
Challenges
Power of Media and Information

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2. Learning Objectives

At the end of this module, the learners should be able to:

Evaluates everyday media and information presentations regarding codes, conventions, and messages; and how they affect the
audience, producers, and other stakeholders.
Produces and assesses the codes, conventions, and messages of a group presentation.
Define and explain copyright and other related issues.
Discuss current issues related to copyright in relation to actions of government and private sectors, including but not limited to
Cybercrime Law RA10175.
Explain actions to promote the ethical use of media and information.
Enumerate opportunities and challenges in media and information
Identify opportunities and challenges in media and information in the economic, educational, social and political dimensions.
Realize opportunities and challenges in media and information.
Discuss and evaluate how media and information affect change.
Cite recent examples of the power of media and information to affect change.

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3. Lesson 6: Media Language

"The medium is the message"

This is a statement made by Marshall McLuhan way back 1964. It is among the first and most famous quotes in the study of media and
information. According to McLuhan, media affect us not only through the information that they deliver but also through their language, codes
and conventions.

According to UNESCO, to be media and information literate, one must know how information, ideas, and meanings are communicated. This
means being able to understand the language of each medium or information provider.

What is Media Language?

Media Language is a method consisting of signs and symbols, used by information producers to convey meaning to their audiences (Orlebar
2009).

It is a set of technical codes and conventions to communicate information (UNESCO, 2016).

Different media and information sources use specific languages that communicate different messages. This happens through the use of me
languages.

Media Languages can be:

written language- writing styles, punctuations

verbal language- diction, stress
non- verbal language- gestures, facial expressions
visual language- camera angles, colors
aural language- diegetic (raw sounds in an audio-video material like voices and footsteps) and non- diegetic sounds (added in the post
production stage of the material like sound effects)

Important Terms in Media Language

Audience is the group of consumers for whom a media message was constructed as well as anyone else who is exposed to the messa
Message is the information sent from a source to a receiver.
Producers are the people engaged in the process of creating and putting together media content to make a finished media product.
Stakeholders includes libraries, archives, museums, internet, and other relevant information providers.

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3.1. Codes and Conventions

Media language can be further characterized as codes and conventions.

Codes are systems of signs that are put together to create arbitrary meaning (Fiske, 1987). There are two common types of codes: technical
symbolic.

Technical Codes are ways in which equipment is used to tell the story (camera techniques, framing, depth of fields, and lighting.)

You may watch these videos for more technical codes in film and television:

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Symbolic Codes comprise of objects, setting, body language, and colors that signify things more than what is seen by the audience.

Convention is a practice or technique that is widely used in a field (Croteau and Hoynes, 2003). A habit or a long-accepted way of doing thing
relatively on the style or content.

Conventions are used by media and information professionals to communicate ideas, information, and knowledge. Conventions can be
classified as either technical or genre.

Technical Convention is applied to the technical area such as the length of T.V. series, films, or music videos.
Genre Convention is usually associated with the type of content- musical, horror films, comedy, romance, etc.

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3.2. Media Representations

What do you think of how media represent the world? Do you think they reflect what actually happens in reality?

The University of Minnesota defines Media representation as "the ways media portrays particular groups, communities, experiences, ideas, o
topics from a particular value perspective."

Media Representation is when codes and convention are used to re-present an information in a specific manner that often times DO NOT
represent reality. It tells us that media reflect ideology, not reality. It makes us aware of how media "construct" or "re-present" reality and aff
our perception of ourselves and of our surroundings.

According to Croteau and Haynes (2003) there are certain issues in Media Representation that needs to be addressed:

They are NOT realities of the world but only aspects of reality.
Producers use media to develop some ideals, beliefs and principles.
The term “real” is indefinite for many scholars
People do not always watch or listen to media to know what is socially real.

To analyze media representations, you need to understand the use of denotations and connotations wherein Denotation is the literal aspect o
information and Connotation refers to the meaning or interpretation of people associate with information. For example, this picture has
denotative and connotative meanings:

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3.3. Video Summary

As a summary, watch this video:

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3.4. Enrichment Activity

Answer in less than 200 words.

1. Watch this commercial and answer the questions that follow:

What are the codes and conventions used in this commercial?

What was represented in this commercial? Does it represent reality? Why/why not?

To submit your answers, please click this link.

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4. Lesson 7: Legal, Ethical, and Societal Issues in Media and Information

Media has played a very important role in the formation of public opinions among the Filipinos. The internet, in particular, has made people b
consumers and producers of information. The question now is whether Filipinos understand the ethical and legal issues that might affect the
consumption and production of information.

Ethical vs. Legal

Not all things legal are ethical, and not all things ethical are legal. A business man can pay a journalist to promote his products in the latter’s
news column or radio show without violating any laws but it is unethical for journalists to accept bribes in favor of one’s interest.

This kind of journalism is also known as envelope journalism. Although different, they are both important in keeping the stability, balance,
harmony, and welfare in the society.

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4.1. Issues on Intellectual Property

Intellectual Property or IP is anything a person creates, designs, or invents that can be treated as an asset or physical property or as the Wor
Intellectual Property Organization puts it, it is any creation of the mind – drawings, essays, poems are some IPs and these IPs are protected
law. IP owners should be recognized whenever their IPs are used and distributed in any form especially if it’s for monetary gain. Owners of IP
are covered by the following rights:

Copyright is the exclusive legal right of an IP owner to reproduce, sell, or distribute material that he/she has created. This also entails t
owner to prevent others from doing the same. A copyright owner may use the symbol © that serves as warning for third party from
infringement.
A trademark is name, word, slogan symbol, that identifies as product of organization. It requires registration and once a material is a
registered trademark, no other party can ever use it. It is characterized by the symbols ™or ®.
A patent is a government issued license given to IPs like inventions and industrial processes that gives the owner exclusive rights to us
sell, or manufacture the said IPs. Just like a trademark, patents are registered, but not all inventions and creations can acquire patents

Here are other important things to remember related to Intellectual Properties:

Public Domain refers to works that are not covered by IP rights to expiration or forfeiture of rights.
Works with licenses under Creative Commons (CC) are not considered Public Domain. People who seek to use materials with a CC lice
often do not need to ask explicit permission from its owners.
Violation or Infringement of IP rights is subject to sanctions no only in the Philippines but around the world.
Plagiarism (the act of stealing a person’s work and presenting them as your own) and Piracy (the unauthorized downloading or
distribution of copyrighted materials) are the most common grounds of copyright infringement.
For researches, other violations include Falsification (manipulation of research materials, or the modification and/or omission of data
meet a certain result) and Fabrication (production of data or results and reporting them as true and correct or the invention of data).
Fair use is the privilege given to users who wish to use copyrighted materials without prior permission or remuneration, if, and only if, t
benefit of the work to society outweighs the cost to the holder. Examples of which are for the purpose of criticism, comments, news,
teaching and academic research.

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4.2. Netiquette: Ethics on the Internet

Netiquette or Network Etiquette is the proper way of communicating in an online environment. According to Virginia Shea, here are the core r
that one should follow whenever you communicate in the virtual world.

1. Remember the human

When communicating electronically, practice the Golden Rule: Do unto others as you would have others do unto you. Before you press "send"
"submit," ask yourself, "Would I be okay with this if someone else had written it?"

2. Adhere to the same standards of behavior online that you follow in real life

You should do your best to act within the laws and ethical manners of society whenever you inhabit "cyberspace." Would you behave rudely to
someone face-to-face? On most occasions, no. Neither should you behave this way in the virtual world.

3. Know where you are in cyberspace

Depending on where you are in the virtual world, the same written communication can be acceptable in one area, where it might be considere
inappropriate in another.

4. Respect other people’s time and bandwidth

Most people today lead busy lives, just like you do, and don't have time to read or respond to frivolous emails or discussion posts. Make your
written communication meaningful and to the point, without extraneous text or unnecessary attachments that may take forever to download

5. Make yourself look good online

One of the best things about the virtual world is the lack of judgment associated with your physical appearance. You will, however, be judged
the quality of your writing, so keep the following tips in mind: Always check for spelling and grammar errors, know what you're talking about a
state it clearly, and be pleasant and polite

6. Share expert knowledge

When you post a question and receive intelligent answers, share the results with others. Are you an expert at something? Post resources and
references about your subject matter. Recently expanded your knowledge about a subject that might be of interest to others? Share that as w

7. Help keep flame wars under control

According to Shea, "Flaming is what people do when they express a strongly held opinion without holding back any emotion." While "flaming"
not necessarily forbidden in virtual communication, "flame wars," when two or three people exchange angry posts between one another, mus
controlled or the camaraderie of the group could be compromised. Don't feed the flames; extinguish them by guiding the discussion back to
more productive direction.

8. Respect other people's privacy

Depending on what you are reading in the virtual world, you may be exposed to some private or personal information that needs to be handle
with care. Just as you expect others to respect your privacy, so should you respect the privacy of others. Act with caution when deciding to
discuss or not to discuss virtual communication.

9. Don't abuse your power

Just like in face-to-face situations, there are people in cyberspace who have more expertise in technology or they have years of experience in
particular skill or subject matter. Just remember: knowing more than others do or having more power than others may have does not give yo
the right to take advantage of anyone. Think of Rule 1: Remember the human.

10. Be forgiving of other people's mistakes

At some point, you will see a stupid question, read an unnecessarily long response, or encounter misspelled words; when this happens, pract
kindness and forgiveness as you would hope someone would do if you had committed the same offense. If you feel compelled to respond to
mistake, do so in a private email rather than a public forum.

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4.3. Societal Issues in the Information Age

Advancements in technology, just like any other developments, have caused not only positive things but also adverse issues. Here are societ
issues that we are facing now due to technological revolution:

Digital Divide is the gap between digitally adept (digital natives) population and the non-technological ones (digital immigrants)

Internet Addiction is the result of over usage of internet which results to the persons not functioning fully as he/she did before
Cyber Bullying has become more rampant for offenders can hide their identities and secure anonymity on the internet. It may occur
through:
Flaming – sending angry, rude, vulgar messages directly either privately or in a group
Harassment – repeatedly sending a person messages that are offensive
Cyberstalking – harassment that includes threats of harm
Denigration – sending or posting harmful, untrue, or cruel statements about a person to other people
Masquerade – pretending to be someone else also known as posing
Outing and trickery – sending or posting material about a person that contains sensitive information
Exclusion – actions that specifically and intentionally exclude a person from an online group

Cyber Crime includes hacking, cybersex, child pornography, identity theft, online libel, illegal access to data, online privacy, cybersquatt
and other computer related offenses.
Freedom of Information is the access to official documents pertaining to official acts, transactions, or decisions, and as well as
government research data as basis of policy development

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4.4. Enrichment Activity

Answer the following questions in less than 100 words.

1. Look at and analyze the image below then answer the questions that follow.

What issues do you see on the poster?

Which ones do you understand? Which ones do you not know?
Which of these issues has happened to you or to your friends? Why did they happen?

To submit your answers, please click this link.

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5. Lesson 8: Media and Information: Power, Opportunities and Challenges

People are no longer just mere consumers of media. They are now producers of media – sources and channels of information. But is challen
because both is a privilege and a responsibility. In this world full of data and information, it is time consuming to fact check that’s why a lot o
people no longer have time to do so.

As a consumer, you must know and understand which information is true and correct and as a producer, you must make sure that the
information you disseminate is valid and accurate. Remember out lesson in denotation and connotation. This reminds us that everything has
meaning and it differs from person to person. That’s why we should be careful on everything we post online, may it be on Facebook, Twitter o
Instagram because as producers of information… with great power comes with great responsibility.

The Power of Media in the Society

In 2014, global study Wave7 name the Philippine as the social media capital of the world. According to the research, approximately 40 million
Filipino use social media platform 53 hours a week. This trend continue up to this day.

For the third year in a row, the Philippines has emerged as the social media capital of the world. A study on the state of the internet showed
an average Filipino spent almost four hours on social media every day in 2017. The 2018 Global Digital report, conducted by creative agen
We Are Social and social media management platform Hootsuite, said Filipinos spent an average of three hours and 57 minutes on social
media last year.

Participants in the research say that they use social media to keep company, share now experiences to friends and follows, have fun, meet n
people, and stay in touch with friends and family. These reflect that the Filipinos behavior in social media are rooted from inherent human tru
such as: relationship (sharing experience and emotions), diversion (entertainment and relaxation), progression (career and financial status),
recognition (expressing opinions and earning respect), and learning (exploring the world and keeping up to date).

Almost every institution in the Philippine society is affected by media. Families communicate and bond with their families through media. Sc
utilize ICTs to aid teaching. Some religions propagate their learning through social media. The government also employs media to Proliferate
information, aid in their services, and engage citizen engagement and participatory governance.

Media, specially broadcast and new media, also opened doors for people in different societies to participate in what Mcluhan called the" glob
village". Filipino can now easily communicate with foreign individuals and groups in just a click or a tap. New media transformed the world in
one big society, where diverse cultures are woven into a multicolored flag of unity.

The next pages will discuss other opportunities and challenges of Media in different aspects of our lives.

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5.1. In Education

Decades ago, students go to libraries and spend hours and even days just to read hundreds of books and journals to accomplish a research
paper. Some cannot accomplish these because they had to travel hours just to get to the nearest library. Knowledge was limited only to those
who seek it.

Opportunities: Nowadays, with broadcast and new media, various information are now available with just a tap on the screen or a click
the mouse. Information became very accessible.
Challenges: Media dependency becomes rampant among the young generation. They become inactive in examining and fact checking
information they got from various media because they depend so much on these media.

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5.2. In Politics

A lot of governments all over the world observes democracy. It gives the citizens the power in decision making and law implementation wi
their communities. This also gives the people the freedom of expression and to voice out their opinions, and media aided the people in doi
just that.

Opportunities: In Politics, media help the government to promote their projects more accurately and effectively. One good example is t
President’s State of the Nation Address (SONA), which was viewed live not only in television but also on social media. It also gave the
opportunity for the people to voice out their opinions and exchange views in real time. Another good example is the automation and on
transactions of government issued IDs and certificates which is not possible decades ago.

Challenges: Also because of media dependency, most people only believe what they see on media. Since this generation is a visual
generation, they only believe on pictures and videos that are posted online without fact checking and media triangulation. This affects
views and opinions of the people in issues in politics and government.

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5.3. In Economy

Gone are the days that you need to use print media in doing balance sheets in accounting or writing sales report by hand. Technology also
helped businesses, big and small, thrive in their own way.

Opportunities: The current status of the labor industry highly depends on the use of new media and technology like the Business Proce
Outsourcing (BPO) industry where a lot of Filipinos are employed. Another opportunity is the dissemination and monitoring of accurate
economic information as basis of allocation of resources to the people.

Challenges: Although it should be looked at as an advantage, relying solely on new media also poses a threat. Not all communities hav
access to new media and this means that they don’t have access to important information that they might need for their businesses.
Another challenge is the existence of cheap or even free download software like torrent that makes piracy even more attractive to
consumers.

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5.4. Media Effects in the Society

According to W. James Potter, there are different types of media effects. These types refer to how the individual expediencies the media effe
that can be either intention or unintentional. Potter mentioned six types: cognitive, belief, attitudinal, emotional, physiological, and behavioral

1. Cognitive effect is the most pervasive because it says that media can affect what people know (knowledge and skills) by planting ideas
information into their minds.

2. Effects on one’s belief (philosophies, spiritual beliefs, etc.) relates to the values and principles people have in their lives due to the influen
brought about by media.

3. Attitudinal effects evaluate judgments about the standards and values set by media it changes one’s ethics, cultural values, etc.

4. Emotional effect refers to media capacity to trigger or affect an audience’s emotion. An example is when one feels sad after watching th
death of a movie protagonist.

5. It also affects the physiological well-being of a consumer when the audience pose a reaction of bodily system to media message. An
example would be a high blood pressure and fast heart rate when watching a horror film.

6. it also affects behavior wherein the media can trigger an audience to do certain actions like buying a product after seeing its advertisem
on Facebook.

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5.5. Enrichment Activity

Answer the question in less than 100 words.

1.According to W. James Potter, media affects cognitive, belief, attitudinal, emotional, physiological, and behavioral aspects of our lives. C
you share your personal experience where in you or someone you know was affected by media? Choose at least three types of media effec

To submit your answers, please click this link.

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6. References

Printed Sources

Aboga and Agapay (2017). Media and Information Literacy, 1st ed., Techfactors Inc.

Baustista Jr. A. and Ignacio, J. (2015). Media and Information Literacy in the 21st Century. Philippines: Brilliant Creations Publishing
Incorporation.

Pitagan, F. et al. (2016).Teaching Guide for Senior High School MEDIA AND INFORMATION LITERACY: Commission on Higher Education.

Online Sources

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