Introduction to Media and

MIL Information Literacy

What is communication?
Communication is a process by which information is exchanged between individuals through a
common system, signs, or behavior (Merriam Webster dictionary). It the process by which messages
or information is sent from one place or person to another, or the message itself. (Cambridge.org
Dictionary)

The Two (2) Basic Types of Communication

1. Verbal – it can be oral and written
communication.

2. Non-verbal – are signs,

symbols, colors, gestures, body
language, facial
expression

: https://i.ytimg.com/vi/akfatVK5h3Y/maxresdefault.jpg

Video presentation about the two (2) basic types of communication.

1. Verbal - https://www.youtube.com/watch?v=AuN_eWIrns4
2. Non-verbal - https://www.youtube.com/watch?v=C8lMW0MODFs

Seven (7) Major Elements of Communication Process

Element Descriptions
1. Source - The source is the person (or thing) attempting to share information
- The only qualifications necessary for a source:
o an origin of information o An ability to transmit this information, through
a channel, to a receiver.

2. Message - It is simply the information you want to communicate - Producing

meaning has several criteria:
o First, the object or the speaker has n inherent meaning, maybe through
being a local celebrity.

o Second criterion would be his or her image, activing as a symbol or

representation of the meaning of the object
(a well-dressed, professional and successful person) o Third criterion
is interpretation or derived meaning. If the object and image are
successful, then audience will leave with an understanding of how to
proceed toward a life of personal fulfillment.
3. Encoding - It is the process of assembling the message into a representative design
with the objective of ensuring that the receiver can comprehend it.
- Communication is only established when it results in both the source and
the receiver understanding the same information
4. Channel - An encoded message is conveyed by the source through a channel.
- There are numerous channel categories, verbal, non-verbal, or non-
personal, etc.
- A channel could be the paper on which words are written, or the Internet
acting in the client-server model that is allowing you to read these words
right now.
- A good communicator is one who understands which channels to use under
different circumstances.
Unfortunately, there is no perfect channel. All channels have strengths and
weaknesses (smartphones are great, for example, but a marriage proposal
is best done in person)
5. Decoding - This is where listening, and reading directions carefully, makes its claim to
fame.
- As we discussed in Encoding, communication is only successful when it
results in both the source and the receiver understanding the same
information
- For this to happen, there can be no errors inn processing.

- The most common among there would be, for example, a first-grader sitting
in on a lecture on different equations, i.e. decoding is impossible if the
decoder cannot even understand the message.
6. Receiver - Ultimately, the message is delivered to the receiver.
- A good communicator takes the receivers preconceptions, and frames of
reference into consideration; how they will react, where common ground is
shared, their sense of humor, their moral conduct, etc.
- All of these things will affect how the receivers decode messages.

7. Feedback - A better word might be ‘reaction” or “responses”.

- The source judges its success based on the feedback it receives, so pay close
attention.
- If Google’s servers crashed tomorrow, there would be a lot of confused
sources.
- The same would be true if you delivered a flawless marriage proposal, only
receive a look of bewilderment and horror.
- Feedback is moment of reckoning. Whether things go right or wrong it
serves as one of the most important learning opportunities we have.

The Origin of the Word “Media”

The original means of mass communication were print – magazines, journals, and newspapers – and
their collective was already in place: publications. Soon after, radio and television were added to the
mix. However, the term “publications” would not stretch to fit. Needing a term that would encompass
all these means of communication, writers borrowed the term ‘media” from advertising people, and
used it since then to accommodate there means of communication and even the newer ones, such as
the internet. (Turow 2009)

. Examples of Communication Media

Communication Medium How it Works

Conversation A person to person interactive conversation using

ones' voice as tool.

Public Speaking Using one's voice as the tool for interaction with a
larger group or audience at a particular time.

Documents Written artifacts such as note, written paper,

research paper, report, minutes of the meeting,
usually on paper and print.
 Visual Arts, Images, Arts and performance arts are communication
Music, and Videos forms that signify messages in paintings, drawings,
photography, videos, images, and the like that
conveys specific emotion, idea, or thought.

Physical Medium Physical things such as tarpaulin billboards,

posters, in package information contained in
product packaging, and the like.

Publication Documents that are distributed to the public such

as newspapers, book, and magazines.

Digital / Interactive Can be in interactive media, broadcast media and

social media, virtual reality and mixed reality;
digital and electronic means to convey messages
such as website or computer application, primarily
by using the Internet.

Categories of Media

Category Example
Modality Text
Format Digital or analog
Way of transmitting Electromagnetic or radio waves, light waves
Mass media form TV, radio, print, internet, telephone, or
mobile

The media modality refers to the nature of message, whether it is relayed using text, audio, video,
graphics, animation, or a combination of any of this. The media format is the way the data is arranged.
The or massage may be transmitted through radio waves (for audio) and light for other modalities.
The mass media form refers to the particular media technology to which the message is transmitted.

Media Literacy

Media Literacy is the ability to access, analyze, response to a range of media. It also evaluates
and create media in a variety of forms. It aims to empower citizens by providing them with the
competencies (knowledge and skills) necessary to engage with traditional media and new
technologies.

Media literacy uses forms of communication and produces ways of communication. It is about media
content. It builds an understanding of the role of media in society as well as essential skills of inquiry
and self-expression needed for democratic citizens.

Example of “range of media” are: print, moving images, other hybrid forms such as
multimedia text.

Access – denotes the knowledge of where to find these forms of media. It might mean having access
to cable, knowing how to play the DVD player, knowing how to adjust setting and knowledge where
to access the media texts that are crucial to your life and to your community.

Analysis – includes thinking reflectively and critically on what has been read, seen or experienced,
and its implications to oneself and to one’s community.

Response – includes the ability to experience and explore the pleasures of the media text, and how
these are realized through the language of the media.

If you have access to the internet, follow this YouTube video link about” What is media
literacy?
 https://www.youtube.com/watch?v=GTL0_
tJEVD0&feature=youtu.be

https://www.youtube.com/watch?v=GIaRw
5R6Da4&feature=youtu.be

“What is media literacy?”

Information Literacy
Information Literacy is the ability to recognize when information is needed, and to locate, evaluate,
and effectively communicate information in its various formats.
The information literacy is about using, managing, gathering, and verifying information. It is about
library science. Students learn how to evaluate the quality, credibility, validity of websites, and give
proper credit from effective search strategies to evaluation techniques.

Video presentation about information

literacy skills.
https://www.youtube.com/watch?v=69oCd
kWfjvk&feature=youtu.be

Technology (Digital) Literacy

Technology Literacy is the ability of an individual, either working independently or with others, to
responsibly, appropriately, and effectively use technological tools. Using these tools an individual can
access, manage, integrate, evaluate, create and communicate information.
Technology literacy is applying new found knowledge from digital environments, participating in
digital media, organizing, and evaluating information. Also, it is the ability to effectively use
technology to access, evaluate, integrate, create, and communicate information to enhance the
learning process through problemsolving and critical thinking. Source: MIL Curriculum Guide for
Teachers by UNESCO, 2011

Technology/ Digital Literacy and why it

matters
https://www.youtube.com/watch?v=p2k3C -
iB88w&feature=youtu.be

Media and Information Literacy

Our brains depend on information to work optimally. The quality of information we engage with
largely determines our perceptions, beliefs and attitudes. It could be information from other persons,
the media, libraries, archives, museums, publishers, or other information providers including those
on the internet.
Media and information literacy (MIL) provides answers to the questions that we all ask ourselves at
some point. How can we access, search, critically assess, use and contribute content wisely, both
online and offline? What are the ethical issues surrounding the access and use of information? How
can we engage with media and ICTs to promote equality, intercultural and interreligious dialogue,
peace, freedom of expression and access to information?
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 user and producer of information and media content.

Media literacy, information literacy, and technology literacy are all similar in terms of goals. They all
share the common goal of cultivating people’s ability to access, understand, use, evaluate, and create
media messages, information, or content using information technology. They are all similar to the
mastery and understanding of a thing.

Being Media and Information Literate Individual

There are two factors that can influence you to become a media and information literate individual.
One is clarifying your goals and motivations for seeking information. The greater your need, the more
effort you exert to become selective of the information at your disposal. Second is acquiring more
skills in discerning, appreciating, and filtering information. This involves being more media savvy and
better acquainted with information sources. For more information about media and information
literate individual, visit this link:
http://uk.sagepub.com/sites/default/files/upm-binaries/34589_2.pdf
When you are literate, you are expected to be intellectually critical in interpreting the things that you
see and experience around you. You are able to decode and have a deeper understanding of how
things are and how they work, being literate means empowering you to be able to affect change to
yourself and to others

Critical Thinking Skills

The critical thinking is the ability to evaluate the kind of information you access and share which is
very vital skill as producers and consumers of information. Being critical means being capable of
judging the merit of something based on certain standards or parameters.

Eight (8) Fundamental Elements of Media Literacy

(by Art Silverblatt, the media scholar)

1. A critical thinking skill enabling audience members to develop independent judgments about
media content.
2. An understanding of the process of mass communication.
3. An awareness of the impact of media on the individual and society.
4. Strategies for analyzing and discussing media messages.
5. Understanding of media content as a text that provides insight into our culture and our lives.
6. The ability to enjoy, understand, and appreciate messages.
7. Development of effective and responsible production skills.
8. An understanding of the ethical and moral obligations of media practitioners.

The media literate person is in control of his or her media experiences because he or she understands
the basic conventions of various media and enjoys their uses in the deliberately conscious manner.
 The Evolution of Traditional
MIL Media to New Media

The Evolution of Traditional Media to New Media

https://bit.ly/3grPTjH

Prehistoric Age (1500 BC – 1500 AD)

The Prehistoric refers to the time before the existence of written or recorded history. According to
archeologist, the Prehistoric Age occurred some 4.5 million years ago or approximately 30, 000 years
ago. It also known as Stone Age and the Metal Age. They are called such because of the kind of tools
that the prehistoric people used during those times. The tools were relatively crude, archeologist
believe that a system of writing hat not yet existed during this era.

The prehistoric men learned how to sharpen their tools and use them for hunting, they also acquired
the knowledge on how to use these materials in carving stones. Eventually, this paved the way for
them to create a system of writing, which marked the start of the historic period.

The Clay tablets in Mesopotamia (2400 BC), the early Wood Block Products writing tablet
recording the allocation of beer, 3100-3000 B. C.E., another
notable invention was the Printing press using wood blocks (220
AD), originated in china, it is technique or printing text, images or
patterns used widely throughout East Asia.

Prehistoric Art as the Earliest Form of Traditional Media

During the Stone Age, prehistoric people also used these crude stone tools to create objects,
which are now considered rock art.
The two kinds of rock art during the Stone Age are petroglyphs and pictographs.
Petroglyphs Pictographs
 Can be carving or engravings in rocks or Represent words or phrases through
caves symbols. Used to refer to sketches or
paintings that usually depict nature,
early people’s way of life.

https://bit.ly/LSVp7M https://bit.ly/2bz4kHi

There is no concrete system of writing during the Prehistoric Age so people communicated their way
of life, beliefs, and other practices through music and dance
Orayi (Song) Cañao (Dance Offering)
a cradle
song or
piece of
music
that is
usually
played for
children.

Industrial Age (1700s-1930s)

The Industrial Age began in the 18th century in Great Britain when the country made drastic reforms
to improve their economy. Technology shifted from using hand tools to operating power-driven
machines. Most people associated factories and machines to industries.
Selling of goods boosted during the Industrial Age. The concept of mass production or manufacturing
of goods in large quantities was introduced, increasing the demand for bigger and better machines.
Special machines were fabricated to meet the specific needs of different factories.
The Industrial Age has improved the people’s way of living
as new inventions such as steamboats and steam
locomotives, made transportation faster. However some
business owners during this era focused only on
earning profit so they took advantage of the poor
economic condition of the working class. When the
steam press was invented, the printing of materials like
newspapers became much faster, cheaper and easier.

Before this development, publishers used to receive

financial support
Printing Press for Mass Production
from political (19th Century) parties
and rich patrons
so that the latter can be features in the newspaper. When printing cost marked down, publishers
started to print articles for the common interest of the public. The earlier injustices experienced by
the laborers were also published in the newspaper. Communication during the Industrial Age also
became viable because of the invention of the telegraph. The telegraphy key used to send the famous
message “ What Hath God Wroght” over the prototype telegraph line between Baltimore and
Washington D.C. in 1844. A mechanical typewriter used for writing characters was also invented
around 1800.

Electronic Age (1930s – 1980s)

Electronic refers to an object that has electronic components, such as sensors, microchips, which
functions once it is connected to an electronic outlet. The Industrial Age and Electronic Age are quite
similar – they thrived in the manufacturing industries, the only different because of the equipment
used. Example Transportation and Communication.
By early 1954, Transistor Radio was introduced by Texas instruments (TI) had perfected production
to the point that transistors became cheap enough for use in consumer items.
The television began its popularity in the 1940s. It was a novel item that everyone wanted to have.
It opened the doors for a variety of new experiences for all Americans.

Information (Digital) Age (1900s – 2000s)

The Information Age has upgraded what it can offer to consumers in terms of gadgets and devices
that can make their way of life not only functional and comfortable, but also offer endless possibilities.
Digital Age or Informational Age is a period in human history characterized by the shift from
traditional industry that the Industrial Revolution brought through industrialization, to an economy
based on information
computerization. The internet paved the way
advanced the used of
microelectronics with the invention of personal
computers, devices wearable technology.
Moreover, voice, image, sounds, and data are
digitalized.
This is the period of computers, https://bit.ly/2bz4iza laptops,
smartphones and social media.

Relationship between Traditional Media and New Media

In the present time, new media is undeniably very useful, but this does not mean that traditional
media has already become obsolete. Traditional media is still valuable and influential because it has
a wider reach and market. Examples the people whole live in remote areas and people opted to
traditional media.
The choice of media is based one’s needs, interests, and lifestyle as both traditional media and new
media can carry out their purpose of keeping the people informed and helping everyone to stay
connected.
The Traditional Media and New Media
Traditional Media New Media
- It is one-directional - The audiences are more
- The media experience is involved
limited - They are able to feedback
- The sense of receptors simultaneously
used are very specific (i.e., print - Integrates all the aspects
media requires sense of sight, of the traditional media.
radio requires sense of hearing, - Media experience is
and television and film requires more interactive
both)
Four Main Categories of New Media (according to McQuail)

a. Interpersonal communication media. Examples would be the telephone, and e-mail where’’
content is private and perishable and the relationship established and reinforced may be more
important than the information conveyed.’’
1. Interactive play media. Video and computer-based games, plus virtual reality devise
compose this category.
2. Information search media. The Internet and the World Wide Web become repositories or
sources of a vast collection of information that can be accessed real-time despite geographical
location. Broadcast teletext and radio data services are also examples. Information retrieval is
no longer limited to personal computers because this functionality has been extended to smart
phones and tablets. Other means of information storage and retrieval include the personal
video recorder, CD-ROM, compact disc, and DVD.
3. Collective participatory media. This refers to the to the use of the Internet for ‘’sharing and
exchanging information, ideas, and experiences and developing active (computer-mediated)
personal relationships active (McQuail, 2010),

Normative Theories of the Press

1. Authoritarian Theory – it describes that all forms of communications are under the control
of the governing elite or authorities or influential bureaucrats. Authoritarians are necessary to
control the media to protect and prevent the people from the national threats through any form
communication. The press is an instrument to enhance the ruler’s power in the country rather
than any threats.

2. Soviet Media Theory – The Soviet Union was restructured with new political system based on
the Marxist-Leninist principles. The newly formed communist party by Lenin shows much
interest in the media which serves to the working class in the country and their welfare. So
the Soviet originates a theory from Marxist, Leninist and Stalinist thoughts, with mixture of
Georg Wilhelm Friedrich Hegel ideology is called “Soviet Media Theory” is also known as “The
communist Media Theory”. The same theory was developed and followed by Adolf Hitler’s Nazi
in Germany and Benito Mussolini in Italy

3. Marxist Theory – The basis which our analysis perspectives, programme, and participation in
the movement are based. It is our “guide to action” and is why the international Marxist
Tendency places so much emphasis on political education.

4. Marxist Theory and Leninist Theory – The crimes we shall expose are to be judge not by the
standards of Communist regimes, but by the unwritten code of the natural laws of humanity.

5. Stalinist Theory – The method of rule, or policies of Joseph Stalin, Soviet Communist Party
and state leader from 1929 until his death in 1954. Stalinism is associated with a regime of
terror and totalitarian rule.

6. Libertarian Theory – Sees people are more enough to find and judge good ideas from bad. The
theory says people are rational and their rational thoughts lead them to find out what are good
and bad. The press should not restrict anything even a negative content may give knowledge
and can make better decision while in worst situation. The libertarian thoughts are exactly
against or opposite to the authoritarian theory which means the authoritarian theory says “
all forms of communication works under the control of government or elite like king”.

7. Social Responsibility Theory – Allows free press without any censorship but at the same time
the content of the press should be discussed in public panel and media should accept any
obligation from public interference or professional self-regulations or both. The theory lies
between both authoritarian theory and libertarian theory because it gives total media freedom
in one hand but the external controls in other hand.
 Georg Wilhelm Friedrich Hegel – a German Philosopher who developed a dialectical scheme
that emphasized the progress of history and of ideas from thesis to antithesis and thence to a
synthesis.

Roles and Functions of Media in a Democratic Society

During the Colonial Period, people had been restricted to express their ideas and fight for their rights.
Democratic comes from the Greek words “demo” (people and “kratos” (rule) which means rule of the
people. In democratic society, the welfare of the public is important and their rights are protected by
the government. The Philippines’ 1986 and 2001 People Power Revolutions perfectly show the
importance of the role of media in today’s society. Prior to People Power 1, local newspapers such as
The Manila Times, Daily Mirror and The Manila Chronicles have reported about the pervasive protests
of people against the government because of its inability to respond to issues regarding labor, poverty
and education. As a result, in September 21, 1972, President Ferdinand E. Marcos declared Martial
Law in hope of restoring the peace and order in the country. Instead, this dictatorial government had
taken over the mass media. Some editors and journalists were arrested and detained to control the
dissemination of negative news against the government, particularly the president.
During the People Power II on 2001, the tenure of President Joseph Estrada. Media reported about
his involvement in illegal gambling and adultery. Impeachment trial where the President Estrada was
accused of plunder, betrayal of public trust, and culpable violation of the Constitution as cited in
Article XI. When the second envelop, which allegedly contained incriminating evidences against
President, was not opened based on the senators’ majority vote, the prosecutors walked out. Also, the
people who were watching it since the first day of the senators’ majority vote, the prosecutors walked
out. With the growing number of people encamped in EDSA and the majority of President Estrada’s
cabinet members leaving their posts, the President had no choice but to step down from office.
This proves that in democratic society, the media’s role is very crucial as it becomes a reliable source
of information. People in democratic society also use different media platforms as a means to express
their opinion on social issues. With the massive each of media, it can greatly influence people’s views
and actions. Media, whether traditional or new, has a role to play in the proper functioning of a
democratic society such as the Philippines. In order for a democratic society to function in an ideal
way, media and communication must fulfill its mandate. According to McNair, communication and
media function to:
a. Inform citizens of what is happening around them (also called the monitoring function);
b. Educate the audience as to the meaning and significance of the “facts”;
c. Provide a platform for public political discourse, facilitating the formation of “public opinion”
and feeding that opinion back to the public from whence it came, the provision of space for the
expression of dissent;
d. Give publicity to government and political institutions, (known as the
“watchdog” role of journalism);
e. Serve as a channel for the advocacy of political viewpoints.
Philippine Internet Timeline
On March 29, 1994, the free and open Web first opened its doors to Filipinos. To celebrate Philippine
Internet's 20th year, we've put together a timeline leading up to the day that would forever change
how we communicate, consume media, do commerce, and access information—essentially, how we
live our lives.
August 1986: The first Philippine-based, public-access BBS [bulletin board system], First-Fil RBBS
went online with an annual subscription fee of P1,000. A precursor to the local online forum, it ran
an open-source BBS software on an IBM XT Clone PC with a 1200bps modem and was operated by
Dan Angeles and Ed Castañeda.
1987: The Philippine FidoNet Exchange, a local network for communication between several BBSes
in Metro Manila, was formed.
1990: A committee helmed by Arnie del Rosario of the Ateneo Computer Technology Center was
tasked with exploring the possibility of creating an academic network comprised of universities and
government institutions by the National Computer Center under Dr. William Torres.
Recommendations were made but not implemented.
1991-1993: Emergence of email gateways and services in the Philippines, including some from
multinational companies like Intel, Motorola, and Texas Instruments, which used a direct Internet
connection, X.25, or UCCP protocol. Local firms ETPI, Philcom, and PLDT also operated commercial
X.25 networks. June 1993: With the support of the Department of Science and Technology and the
Industrial Research Foundation, the Philnet project (now PHNET) was born. The Philnet technical
committee, composed of computer buffs working at the DOST and representatives from the Ateneo de
Manila University (Richie Lozada and Arnie del Rosario), De La Salle University (Kelsey Hartigan-Go),
University of the Philippines Diliman (Rodel Atanacio and Rommel Feria), and University of the
Philippines Los Baños, would eventually play a significant role in connecting the Philippines to the
World Wide Web.
July 1993: Phase one of the Philnet project shifted into full gear after receiving funding from the
DOST. It proved to be successful, as students from partner universities were able to send emails to
the Internet by routing them through Philnet's gateway at the Ateneo, which was connected to another
gateway at the Victoria University of Technology in Australia.
November 1993: An additional P12.5-million grant for the first year's running cost was awarded by
the DOST to buy equipment and lease communication lines needed to kickstart the second phase of
Philnet, now led by Dr. Rudy Villarica.
March 29, 1994, 1:15 a.m.: Benjie Tan, who was working for ComNet, a company that supplied
Cisco routers to the Philnet project, established the Philippine's first connection to the Internet at a
PLDT network center in Makati City. Shortly thereafter, he posted a short message to the Usenet
newsgroup soc.culture.filipino to alert Filipinos overseas that a link had been made. His message
read:

The Evolution of Media in the Philippines

1500 – Pre-colonial: Baybayin or Alibata (referred to in Unicode as the Tagalog content) is a pre-
Hispanic Philippine composition framework that started from the Javanese content Old Kawi. The
written work framework is an individual from the Brahmic family and is accepted to be being used as
ahead of schedule as the fourteenth century. It kept on being used amid the Spanish colonization of
the Philippines up until the late nineteenth Century. The term baybayin actually implies spelling.
1800- Print Industry and Filipino Freedom: Philippines was acquainted with books, magazines,
and daily papers like "La Solidaridad" by the Spaniards who colonized the Philippines for around 333
years. American colonialization left a blemish on the press and molded its style: a flourid lingua, a
nonpartisan state of mind, matched with the commitment of obstinate and prevalent writers.
1890 – Broadcast Industry: The first telephone system of the country began its operations, and the
whole archipelago enjoyed this system of information and communication exchange.
1897 – European Film Import: The cinematography film camera and projector developed by the
Lumpier siblings got through the Spanish fighter named Carlo Naquera. Naquera demonstrated a few
Spanish-dialect movies to choose gatherings of people in 1987.
1922 - During this time, the Filipinos readily accepted radio news and entertainment programs, and
local businessmen, who recognized its profitability, established their own radio stations to advertise
their products and services. A couple of 50-watt radio stations were established in Pasay and in
Manila by Henry Hermann. 1980 – Electronic Age: Broadcast or storage media that exploits
electronic innovation. They may incorporate TV, radio, Web, fax, Disc ROMs, DVD, and some other
medium that requires power or computerized encoding of data. The term 'electronic media' is regularly
utilized as a part of appearing differently in relation to print media.
1994 – Local Online Media: Benjie Tan, who was working for ComNet, an organization that provided
Cisco switches to the Philnet venture, set up Philippine's first association with the Web at a PLDT
arrange focus in Makati City. Presently, he presented a short message on the Usenet newsgroup
soc.culture.filipino to ready Filipinos abroad that a connection had been made. As of Walk 29, 1994
at 1:15 am Philippine time.

2011 - Philippines was names as the "Social Media Capital of the World"
 MIL Information Technology
Literacy and Empowerment
Literacy is widely known as the ability to read and write. The advent of modernity and the expansion
of access to general education has enabled societies to produce literate populations. Literacy always
associated with a set of tangible skills, particularly the skills of writing and reading. Its counterpart
is the concept of numeracy, which is the skills associated with basic mathematical operations
involving numbers.
The United Nations Educational, Scientific, and Cultural Organization (UNESCO) cites the
importance of literacy in the modern world: “Literacy is a fundamental human right and the
foundation for lifelong learning. It is fully essential to social and human development in its ability to
transform lives. For individuals, families, and societies alike, it is an instrument of empowerment to
improve one’s health, one’s income, and one’s relationship with the world.” (UNESCO, 2003)
Empowerment is very significant in our appreciation of how literacy provides us with means to access
the world of knowledge so we can lead better lives. Empowerment is an idea of power, as linked on
the idea that power can change, that the ownership of power can shift form one entity to another.
Empowerment is also possible because power can expand or diminish as the case may be. “Let us
first review our notions of power.
Power is often related to our ability to make others do what we want, regardless of their own wishes
or interests (Weber, 1946). Power is not always relational. One needs to cultivate a notion of power
within to fully realize. True enough, power can reside inside, you given the opportunity to access the
knowledge, skills, and attitudes.

Information and Internet

Information can be the answer to a question, a news, or a data. It is that which informs, that which
enables us to know and something also communicable.
Information literacy is best understood on how we navigate the complex and networked world of the
internet. The internet has more than practical uses in our lives. It has been transformed to be the
primary source for research, complementing what can be found in school libraries.
Today, we live in a knowledge-based society surrounded by cutting-edge technology that makes every
aspect of our lives faster and easier. The internet arose in 1968, but it was in 1989 when a fully
developed World Wide Web (WWW) arose and turned it into the global platform for knowledge-
sharing, communication, and achieving.
The Internet is an increasingly important part of everyday life for people around the world. But if
you've never used the Internet before, all of this new information might feel a bit confusing at first.
The Internet is a global network of billions of computers and other electronic devices. With the
Internet, it's possible to access almost any information, communicate with anyone else in the world,
and do much more.

You can do all of this by connecting a computer to the Internet, which is also called going
online. When someone says a computer is online, it's just another way of saying it's connected to
the Internet.

The World Wide Web—usually called the Web for short—is a collection of different websites you can
access through the Internet. A website is made up of related text, images, and other resources.
Websites can resemble other forms of media—like newspaper articles or television programs—or they
can be interactive in a way that's unique to computers.

The purpose of a website can be almost anything: a news platform, an advertisement, an online
library, a forum for sharing images, or an educational site.

Who Puts Information on the Internet?

 There are many kinds of Internet sites that you might find during the course of a search –
sites created by different people or organizations with different objectives. The three-letter code
preceded by a dot (.), simply known as the domain, gives you a fairly good idea of who is publishing
the internet site.
Domain Names Equivalent
.edu Educational institution
It may contain carefully processed and reviewed
information tough not represent the individual
views of the academic personnel.

.com
Mostly commercial entities, some of which are
profit-oriented.

.org Non-profit organization

.gov Government organizations

.net Internet services providers or network

What Determines Your Need for Information?

Information seeking is relatively synonymous to the idea of research. When you locate information.
You employ the necessary skills to engage in the research process. Your need for information depends
on your prior knowledge and experience, as well as your goals and objectives.
Your information needs to rely on what questions or problems you would like to solve or, simply,
what you need the information for. These needs also depend on the relevance of the information you
seek to the task you are supposed to accomplished. Ask yourself who will consume and/ or benefit
from the information you are trying to locate. You must also identify how much information you need
and its adequacy to address your task. Consult your personal knowledge base so that you can plan
what else to search to augment what you already know.

Sources of Information
Sources of information, drawn from the internet or otherwise, can be categorized into the following:

1. Popular Publications: Most of what rules in the print and non-print media are popular
publications with the general public as its target audience. Included under this category are
journalistic articles, features articles, manuals, flyers, fact sheets, and even blogs by netizens.
They serve to both inform and entertain the general public.

2. Scholarly Publications: These are well-researched articles found mostly in academic journals
and published for the specialists of a specific field. The language is very technical because it is
geared toward the consumption of specialists, scholars, and those seeking research-based
information on a particular area of knowledge such the social science, the natural sciences,
and the arts and humanities.

3. Trade Publication: These are also highly specialized materials meant for the players and
specialists of a specific industry. Some good examples are publications on motoring or
publications on construction. Trade Publications combine popular appeal and specialized
knowledge because it also needs to attract the non-specialist who are the potential consumers
of users of a particular product.
Format of Information
FORMAT DESCRITION

Print Materials produced and collected from print resources

(books, newspapers, and other periodicals, manuscripts,
correspondence, memoranda, loose leaf materials, notes,
brochures, etc.).

Digital Formats Digital materials are information materials that are

stored in an electronic format on a hard drive, CD-ROM,
remote server, or even the Cloud. These could be
electronic books, database websites, video, and audio
materials. These materials may be accessed with a
computer and/or through the internet.

Audio and Video Materials collected using analog technology in video

Format (television, video, recordings) tools presented in recorded
tapes, CDs, audio-cassettes, reel to reel tapes, record
albums, etc. As differentiated from digital technology,
these sources of information are recorded using analog
technology which means data is recorded in advance
from one point to another. Analog devices read the
material by scanning the physical data off the media.

This includes materials that have been photographed

Microform and their images developed in reduced-size film strips
and which are viewed using machines with magnifying
lenses.

There is a need to do an analysis of what type of information will best serve your need, what access
tools are you going to utilize, and what results will be critical to the success of your information
retrieval.
 MIL Types of Media
Types of Media

1. Print Media

Print media is also known as the “press”,

this type of media refers to materials that are
written and are physically distributed.
Perhaps the most significant event in the history of
printing is the invention of the printing
press by Johannes
Gutenberg in (1440). This eventually
led to the mass production of books,
which gave people an access to
knowledge that they never dreamt of
during those times. Example of Print
Media are: books,
newspapers, magazines, and
other periodicals, manuscripts,
correspondence, memoranda,
loose leaf materials, notes, and brochures.

Books are the very first mass media in human history. Baran (2010) consider books as very
personal because they contain records of past experiences and human knowledge that are
passed on to later generations. Books are movers and shakers of culture. As a statement to
this, books in physical form are being stored digitally as e-books.

Magazines and newspapers may be targeted for the general audience or may address the
interests of a particular group of readers. Magazines typically contain features or human
interest articles, whereas newspapers will definitely have news stories and occasionally have
other types of articles. Both the magazine and the newspaper may also have online versions
for them to reach a wider and larger audience who are more often virtually connected through
the Internet.

2. Broadcast Media (Broadcasting)

The main sources of the broadcast are television and
radio. We can watch all types of events which are
happening on earth. Usually, people are interested to
watch the news regarding spiritual, politics, sports and so
on. Radio is also the source of broadcasting we can hear
all kinds of news on it and also enjoy the music on it
through changing the channels.

Broadcast media is considered

“household” media because they be found
in practically any corner of a home. According to Baran
(2010), radio was the first electronic mass medium and
precursor of television. For a long time, radio was the
“young people’s media. “This first evident in the proliferation of FM radio stations catering to
 the musical taste of younger generations, also known as format radio. In the Philippines, you
customarily expect FM programming to be format radio, whereas AM programming is
dominated by a news format.

Broadcasting has also started to conquer the Internet and mobile technology through
Internet-based radio and television programmed.

3. Movies (Film/Cinema)
It is one of the oldest platforms of media and people went to
the theaters to watch it but know people can watch movies at
home via safelight and cable in HD resolution.

According to Wikipedia, a film is created by

photographing actual scenes with a motion picture camera; by
photographing drawings or miniature models using traditional
animation; or by a combination of some or all
of these techniques and other visual effects. It is a series of
images, which when displayed on screen, create an illusion of
moving images by the phi phenomenon.

Films are very important artifacts because, like books, they reflect the desires, ideologies, and
sensibilities of the culture to which they originate from.
4 Internet / New Media
The Internet is one of the newest sources of
media. The majority of the users prefer the
internet to watch news quickly. It is more fast and
capable in compare to any other source of media.
Internet changes the world and connects the
people also deliver the users to keep in touch with
the latest inventions and news.

The Internet also gives you a chance to express

your ideas all over the globe.
https://bit.ly/LTlOSW
The internet and social media provide young
people with a range of benefits, and opportunities to empower themselves in a variety of ways. Young
people can maintain social connections and support networks that otherwise wouldn't be possible,
and can access more information than ever before. The communities and social interactions young
people form online can be invaluable for bolstering and developing young people's self-confidence
and social skills.

5) Video Games

Video games continue to grow popular to both young and

old because of their increased interactivity and
interconnectivity. It is only grown in youth with high
dimensions and more graphics. Games are the form of
electronic media devices. Now games are also available on
mobile phones and people are easily accessible to them.

https://bit.ly/2bzuE44
What is Media Convergence?
Converge means to meeting at a point, it is synonymous to the words: join, unite, interest, merge,
connect, coincide. Media Convergence happens when different (two or more) media sources join
together. It allows media texts to be produced and distributed on multiple media devices.
Media convergence is the ability to transform different kinds of media into digital code, which is then
accessible by a range of devices. Media convergence usually occurs in various platforms such as:

1. Social Network
2. Learning Management System
3. Product Advertisement
4. News Agency
5. Multimedia Personality

Example of Media Convergence

Device / Media Converged Media
Type or Forms
Smartphones o Camera o TV o
Telephone o Web
browser o Digital
map o Radio, etc.

Computers o Camera o Music player

o Video player o Web
browser, etc.

Google o Google search, drive, mail, play store o

Youtube, google wallet, android, hangout o
Google chrome, google plus
o Blogspot, google map

Book o E-books
o Print on demand (POD)

Newspaper o Online version

o Mobile application version

Magazine o Online and costume publishing o Movement

from print to television (or vice versa)
o Advertorial

Film o Concept movies

o Sequels, remakes, and franchise o
Television, comic book, and video game remakes

Radio o Digital radio o Internet-based radio and

podcasting o Radio on television (and vice
versa)

Television o Video cassette recorders (VCR)

o Digital video disc (DVD)

o Digital vide recorder (DVR)

o Digital television or high-definition television
 o Internet-based television
o Video on the internet
o Interactive television
o Phone-over-cable
o Mobile video
o Television recording

Video games o Online interactive gaming

o Internet-capable handheld game devices
o Advocacy gaming

Internet and the o Functionalities of the traditional media

World Wide Web moving to the Web platform
o Internet technology incorporated to mobile
technology (e.g. smartphones and tablets)
o Internet connected, Wi-Fi capable television
monitor.

Media convergence have a vital element of life for many people. With the development of technology
in different platforms and cooperation such as television, Internet and mobile communication,
audiences have had both a bigger choice of media and a life which media technologies has made
easier.

CLASSIFICATION OF MEDIA

There are different ways to classify media.

1. Print media, non-print media, electronic media
· Print media. They include: books, journals, magazines, newspapers, workbook, textbooks
· Non-print media: they include: projected and non-projected media
· Electronic media: they include: Audio media, Visual media and Audio-Visual

2. Projected media & non-projected media

·Projected media: they require light source for projection.
E.g. film projector slides etc.
·Non-projected media: they do not require light source.
They include 3 dimensional objects, 2dimensional objects, prints, charts,
models etc.

3. Audio media, Visual media & Audio-visual

· Audio media: this form of media carry sounds alone.
E.g. audio tapes, record player,
·Visual media: These are the ones that can be seen.
E.g. TV, computer, white board
·Audio-Visual: this term refers to those instructional materials which provide students with audio
and visual experiences by appearing to the hearing and seeing senses at the same time. E.g. TV,
video tapes, closed circuit television (CCTV).

4. Hardware and software

·Hardware: this the classification of machines or equipment used in the instructional process. It is
upon these gadgets that the software is transmitted. E.g. Television set, tape recorder etc.
·Software: this classification consists of all materials used with the machine. They are the real
carrier of knowledge or information. They include, films, tapes transparencies.
Educational Media Classification
 Media and Information
MILSources
Media and Information Sources

1. Indigenous Sources

What is Indigenous Knowledge and Indigenous Media?

Indigenous is a native, local, originating or produced naturally in a particular region and locality.
Its indigenous knowledge is unique to a special culture or society, most often it is not written
down. The transmission of information is through local channels or forms. It is a means by which
the culture is preserved, handed down and adapted. This include local knowledge, it is owned,
controlled, and managed by indigenous peoples in order for them to develop and produce
culturally appropriate information in the languages understood by the community.

Characteristics of Indigenous Knowledge

a. Oral tradition of communication
b. Store information in memories
c. Information exchange is face to face
d. Information is contained within the border of the community

Indigenous Media can be defined as forms of media expression conceptualized, produced, and
circulated by indigenous peoples around the globe as vehicles for communication.

Forms of Indigenous Media

1. Folk or Traditional Media
2. Gatherings and Social Organizations
3. Direct Observation
4. Records (written, carved, oral)
5. Oral Instruction

2. Library
Library is a place in which literary, musical, artistic, or reference materials (such as books,
manuscripts, recordings, or films) are kept for use but not for sale.
(Source: https://www.merriam-webster.com/dictionary/library)

Types of Library:
a. Academic Library – serves colleges and universities.
b. Public Library- serves cities and towns, of all types.
c. School Library- Serves students from Kindergarten to Grade 12.
d. Special Library – specialized environments, such as hospitals, corporations, museums,
the military, private business, and the government.
3. Internet
Internet is a global computer network providing a variety of
information and communication facilities, consisting of
interconnected networks using standardized
communication protocols.
The Internet is one of the newest sources of media. The
majority of the users prefer the internet to watch news quickly. It
is more fast and capable in compare to any other source of
media. Internet changes the world and connects the people also
deliver the users to keep in touch with the latest inventions
and news.
One of the best features of the Internet is the ability to
communicate almost instantly with anyone in the https://bit.ly/LTlOSW world. Email
is one of the oldest and most universal ways to
communicate and share information on the Internet, and billions of people use it. Social media
allows people to connect in a variety of ways and build communities online.
There are many other things you can do on the Internet. There are thousands of ways to keep
up with news or shop for anything online. You can pay your bills, manage your bank accounts,
meet new people, watch TV, or learn new skills. You can learn or do almost anything online.
As we all know billions of websites online today, there is a lot of information on the Internet.
Search engines make this information easier to find. All you have to do is type one or more
keywords, and the search engine will look for relevant websites.

Top 6 Best Search Engine websites in the World

1. www.google.com – Google Search Engine is the best search engine in the world and it is
also one of most popular products from Google. Almost 70 percent of the Search Engine
market has been acquired by Google.

2. www.bing.com – Bing is Microsoft’s answer to Google and it was launched in 2009. Bing
is the default search engine in Microsoft’s web browser.

3. www.yahoo.com - Yahoo & Bing compete more with each other than with Google. Yahoo
is an American web services provider headquartered in Sunnyvale, California, and owned
by Verizon Media.

4. www.baidu.com - Baidu is the most used search engine in China and was founded in Jan,
2000 by Chinese Entrepreneur, Eric Xu. This web search is made to deliver results for
website, audio files and images. It provides some other services including maps, news,
cloud storage and much more.

5. www.aol.com - Aol.com is also among the top search engines. These are the guys that used
to send out CD’s which you’d load onto your PC to install their browser and modem
software.

6. www.ask.com - Founded in 1995, Ask.com, previously known as Ask Jeeves. Their key
concept was to have search results based on a simple question + answer web format. It is
a question & answer community where you can get the answers for your question and it
integrates a large amount of archive data to answer your question. Because of this
dependency on archived and active user contributions the results will not be as current
as those you get in Google, Bing and Yahoo.

Other search engine websites are: www.excite.com, www.DuckDuckGo.com,

www.WolframAlpha.com, www.Yandex.com, www.lycos.com, www.chacha.com

Evaluating Information Found in the Internet

a. Authorship
 b. Published body
c. Accuracy and Verifiability
d. Currency

Things to Consider in Evaluating Information

1. Reliability
The Information is said to be reliable if it can be verified and evaluate. Others refer to the
trustworthiness of the source in evaluating the reliability of information.

2. Accuracy
Accuracy refers to the closeness of the report to the actual data. Measurement of accuracy
varies, depending on the type of information being evaluated. Forecasts are similar to the
actual data and financial values are correct.

3. Value
The information is said to be valued if it aids the user in making or improving decisions.

4. Authority
The authority of the source is the one authored or published the information and
the credibility of the sources.

5. Timeliness.
The source reliability, accuracy and value of information may vary based on the time it
was produced or acquired. It may become irrelevant and inaccurate with the passing of
time (thus making it less valuable). Other information may be timeless, proven to be the
same in reliability, accuracy, and value throughout history.

Skills in Determining the Reliability of Information:

a. Check the Author
b. Check the Date of publication or of update
c. Check the Citations
d. Check the Domain or owner of the site / page
.com – commercial .edu – education
.mil – military .gov – government
.org – nonprofit organization

Skills in Determining Accurate Information

A. Look for facts
B. Cross-reference with other source for consistency
C. Determine the reason for writing and publishing the information
 Source: https://iupui.libguides.com/aaaguide/evaluation

Books - In-depth, detailed coverage of a topic and background information.

Book reference - a book intended to be consulted for information on specific matters rather than
read from beginning to end.

Articles
a) Scholarly Journals - Up-to-date and highly specific for scholars and researchers.
b) Trade Publications - Targeted towards professionals in a discipline or industry.
c) Magazines - Broad summaries of issues for a general audience.

Newspapers - Up-to-date, national and regional information for a general audience.

Internet - Wide variety of information. Evaluate websites carefully.

Media Languages. These are codes, conventions, formats, symbols and narrative structures that
indicate the meaning of media messages to an audience.

Codes. In media studies, codes are known as a system or collection of signs that create meaning
when put together. As boy scouts, or girl scout, you might be familiar with the use of morse
code, the smoke signals, or the signal flags for relating a message to another. Semiotics is
the study of signs.

Three Types of Media Codes

1. The Symbolic Codes

These codes show what is beneath the surface of what we see (objects, setting, body language,
clothing, color, etc.) or iconic symbols that are easily understood. Symbolic codes in media include
setting, mise en scene, acting and color.

Example: What does a clenched fist symbolizes?

A clenched fist may convey anger.

a. Setting is the time and place of the narrative. A setting can be a s big as the galaxy or space,
or as small as a specific room. It can even be a created atmosphere or frame of mind.

b. Mise en Scene means the stage setting, everything within the frame. The arrangement of
actors and scenery on a stage for a theatrical production (https://www.merriam-
webster.com/dictionary/mise-en-sc%C3%A8ne )
In media terms it has become to mean the description of all the objects within a frame of the
media product and how they have been arranged. An analysis of mise en scene includes: Set
Design, Costume.

c. Acting. The actors portray characters in media products and contribute to character
development, creating tension or advancing.

d. Color has highly cultural and strong connotations. When studying the use of color in a media
product the different aspects to be looked at are: Dominant color, Contrasting foils, and Color
Symbolism.

2. Technical Codes
The technical codes include sound, camera angles, types of shots and lightning. They may
include, for example, ominous music to communicate danger in a feature film, or high-angle camera
shots to create a feeling of power in a photograph. Technical codes in media may include
Camerawork, Editing, Audio and Lightning. The actor portrays a character through: Facial
expression, Movement and Body contact.
Film makers control what the audience focus on and therefore every shot is chosen for
a reason. Changing how an object or person is framed can drastically alter how audience react
to that character/ object. There is no such thing as neutral.
Camerawork refers to how the camera is operated, positioned and moved for specific
effects. Camerawork includes: Positioning, Movement, Framing, Exposure, and Lens choice.
Editing is the process of choosing, manipulating and arranging images and sound.
Audio is the expressive or naturalistic use of sound. The three aspects of audio are:
Dialogue, Sound effects, and Music.
Lighting is the manipulation of natural or artificial light to selectively highlight specific
elements of the scene. Elements of lighting include: Quality, Direction, Source, & Colour. Camera
shots are an essential aspect of filmmaking and video productions, because by combining
 different types of shots, angels and camera movements, the filmmakers are able to emphasize
specific emotions, ideas and movement for each scene.

Types of Camera Shot Sizes

1. Extreme Wide Shot (ELS)
2. Long Shot (LS) / Wide Shot (WS)
3. Full Shot (FS)
4. Medium Long Shot (MLS) / Medium Wide Shot (MWS)
5. Cowboy Shot
6. Medium Shot (MS)
7. Medium Close Up (MCU)
8. Close Up (CU)
9. Extreme Close UP (ECU)

Photo caption - also known as cut lines, are a few lines of text used to explain or elaborate
on published photographs.

Comic Strips – is a sequence of drawings arranged in interrelated panels to display brief

humor or form a narrative, often serialized, with text in balloons and captions.

Camera Shot Framing – is the art and science of placing subjects in your shots. Camera
shots are all about composition. Rather than pointing the camera at the subject, you need to
compose an image.

For filmmakers and videographers, a major consideration for framing is the number of
subjects you feature in our shots, and their physical relationship to each other and the camera.

Based on how you plan to position your subjects, you’ll need to adjust your camerawork.
You’ll want to capture your framing details on a shot list well before you arrive on set. That way you
have a clear idea for the scene and can communicate your vision with ease.

Types of Camera Shot Framing

1. Single Shot –What you shot captures one subject it’s known as a single shot. This can be set
and framed in any shot size you like, just as long as there is only one character featured within
the frame.
2. Two Shot – is camera shot with two characters featured in the frame. Two shots are often really
useful for allowing performances to play out in a single take, which can be especially useful for
comedy.
3. Three Shot – A three-shot features three characters in the frame. Three shots are really
important in adventure films, or really any film that has a group of characters, because it is an
enormous time drain to shoot 3 single just to show every character, not to mention jarring.
4. Over-the Shoulder Shot (OTS)- Another elements of camera shots to consider is the perspective
of the shot. An over-the-shoulder shot shows your subject
from behind the shoulder of another character. Because it emulates perspective, it’s common
in conversation scenes.
Over-the-shoulder shots can help to provide orientation, and connect the characters on an
emotional level.
An over-the hip shot is similar to over-the-shoulder in the that the camera is placed with a
character’s hip in the foreground, and the focus subject in the plane of acceptable focus. You’ll
gain a similar effect form an over-the-hip shot as you would an OTS, but if you have one-
character standing, and the other sitting, kneeling, or any other configuration that places the
subjects on uneven terrain” it will often suggest a power imbalance.
5. Point-of-View Shot (POV) - A POV shot is camera shot that shows the viewer exactly what the
character sees. This transports the audience into the character. A point of View shot (POV) is
generally sandwiched between two other shots. A camera shot of a character looking at
something.

Camera Focus
What is depth of Field?
 Depth of Field (DOF) is the tem used to describe the size of the area in your image where objects
appear acceptably sharp. The area in questions is known as the field, and the size (in z-space) of the
area is the depth of that field.
The center most point of the field is known as the point of focus. The imaginary two dimensional
plane that extends from the point is known as the plan of focus. Any part of your image that falls
directly on this place is officially in focus.

Types of Camera Shot Focus

1. Rack Focus / Focus Pull
2. Shallow Focus
3. Deep Focus
4. Tilt-Shift

3. Written Codes – it is use of language style and textual layout (headlines, captions, speech
bubbles, language style, etc.) The study of written codes includes:
- Headlines / Titles – It is the text indicating the nature of the article below it.
- Typeface/Font
- Slogans / Taglines
- Captions (print) or inter-titles (moving image)
- Style
- Choice of words - Emphasis of words.

The use of language style and textual layout also express meaning. In newspapers for instance, the
layout speaks about the degree of importance of a news story with respect to other news stories.
Typically, newspaper editors follow the inverted “S” of news layout because the mode by which people
read would be from left to right and from the upper fold of the newspaper down to the lower fold.
Captions, titles, slogans, taglines, and some other language elements are also utilizing in a way
suggest a particular meaning.

Conventions are accepted ways of using media codes. Conventions are closely connected
to the audience expectations of a media product. Different types of conventions include form
conventions, story conventions and genre conventions.
Form conventions are the certain ways we expect types of media codes to be arranged.
For instance, an audience expects to have a title of the film at the beginning, and then credits at
the end. Newspapers will have the headline or the most important news on the front page and
sports news on the back page. Video games usually start with a tutorial to explain the mechanics
of how the game works.

Story conventions are common narrative structures and understandings that are
common in story telling media products. Examples of story conventions include: Narrative
structures, Cause and effect, Character construction, and Point of View.

Genre conventions point to the common use of images, characters, settings or themes in
a particular type of medium. Genre conventions are closely linked with audience expectations.
Genre conventions can be formal or thematic.
 Source: https://englishyourway.com.br/wp-content/uploads/2019/02/VOCABULARY-
TRafficSigns.png

Types of Signs
A. Regulatory Signs – signs that inform road users of traffic laws and regulations which, if
disregarded, will constitute an offense.
1. Priority Signs, like Stop sign, Give way sign, Left turner must give way
2. Direction Signs
3. Prohibitive / Restriction Signs
4. Speed Signs
5. Parking Signs
6. Miscellaneous Signs

B. Warning signs – Signs used to warn motorists of potentially hazardous conditions on or

adjacent to the road. It advises motorists of road conditions that require caution and may
call for a reduction in speed, in the interest of safety and that of other road users.
1. Horizontal signs
2. Intersection signs
3. Advance Warning/ Traffic Control Device Signs
4. Road Width Signs
5. Road Obstacle Signs
6. Pedestrian School Signs

What is Genre?
Genre is a French word which means “kind” or “class”. The original Latin word is “genus” and means
a class of things that can be broken down into subcategories. The primary genres that media and
information industry consider are the following in broad strokes: news, information, education,
entertainment, and advertising.

News. These are stories that have critical importance to community and national life. Like the
storytelling of fictional dramas, news stories are also told following the basic structure of beginning,
middle, and end.
 Major Division of News Stories Employed by Journalists
(Sub-genres in delivering news)

1. Hard news (straight news) – It is usually found in the first page of a newspapers or make up
the headline of a regular episode of primetime news.

Hard news values two elements: seriousness and timeliness.

Seriousness – means topics or issues that are critical to the lives of the community and
the body politics.

Timeliness – It is the stories that cover current events and the current peace
negotiations, the outbreak of war, a significant public statement issued by a leader or a
situation of current crisis.

2. Soft news – It is also called human interest stories. The journalist is able to relax in presenting
soft news. This include lifestyle news, travel news, articles offering the best way to do
something.

3. Features – The feature stories are extensions of soft news in a sense that the human interest
angle is played up and presented in a longer and elaborate format.

4. Opinion and Editorial. Opinion against hard news are reserved for editorials and opinion
columns. Columns are opinion articles and editorials express an individual or organizational
point of view. Editorials can serve many purposes, it can argue for a certain issue and calls
on a person or an entity to act on the issue or respond to the clamor of the citizens.

5. Investigative News (reporting) – It has a very specific relation to power because it focuses in
finding, reporting, and presenting news which the authorities try to conceal. It is to expose
wrong doing, questionable transactions or shady deals brokered by those in power, there is
the more compelling need to be more in-depth and analytical with the facts that are uncovered
in a process that usually takes longer than conventional news reporting.

Advertisements are messages that are created to sell a product or services.

Three established broad sub-genres of Advertising

1. Hard-sell advertisements. These are commercial in nature and utilizes explicit messages to
get the consumers to purchase a product or patronize service.

2. Soft-sell advertisements. These are associate in nature. A major soda company associates
its product with the happiness derived from family togetherness.

3. Infomercial –Derived from the word “information” and “commercials” combine the need to
inform or educate and the intent to sell a product. Advocacy groups use infomercials to send
messages.

Entertainment derives from the French word entretenir which means ‘ to hold the attention, keep
you busy, or amused,”.

According to Turow, he identified four Entertainment subgenre which are festival, drama, gaming
and comedy.

Table 1: Entertainment Genre

Genre ENTERTAINMENT

Subgenre Festival Drama Gaming Comedy

2nd Level Parades Workplace Sports Situation
subgenre Comedy
 3rd Level Secular Dramas about Professional Work-based
subgenre parades professionals Sports sitcoms
4th Level Nonrecurring Hospital NFL Football Hospitalbased
subgenre secular dramas sitcoms
parades

Role of Genre in Understanding Media Messages

Genre helps audiences-readers and viewers- to understand the text by merely looking at those signs
that you can recognize and interpret. Oftentimes, you may not understand the whole film you are
watching but because there are clues in context that these codes or signs provide, you are able to
form interpretations. This is why those who construct the message should “conform to certain
standard practice within the boundaries of a particular genre (Bhatia, 1993).” The codes in the genre
guide the audience toward a particular understanding of the message.
But a genre is not fixed or static. There are factors that may influence how message may be
understood. The factors include:
• One’s role in the society, i.e., a student may interpret the massage differently compared to
someone who is working adult;
• Group purposes-your reasons for consuming the message affect your understanding of it, e.g.,
when you what for entertainment, you may tend to be less critical of the hidden intention of
the message;
• Professional and organizational preferences and prerequisites-your biases toward the massage
may also affect your interpretation of it; and
• Culture constraints-the culture you belong to may have a different way of looking at things
compared to other cultures.

Table 2. Chandler’s Typology of Genre Codes

Major Code Subcode

Phonological , Syntactical, Lexical, Prosodic,
Verbal Language Paralinguistic

Bodily Contact, Proximity, Physical

Bodily Codes Orientation, Appearance, Facial Expression,
Gaze, Head Nods, Gestures, Posture
Commodity Codes Fashion, Clothing, Cars
Behavioral Codes Protocols, Rituals, Role-playing, Games
Scientific Codes
Aesthetic Codes within the Poetry, Drama, Painting, Sculpture, Music,
Various Expressive Art Classicism, Romanticism, Realism
Genre, Rhetorical, and Narrative (Plot, Character, Action, Dialogue,
Stylistic Codes Setting, Etc.), Exposition
Argument
Mass Media Codes Photographic, Televisual, Filmic, Radio,
Newspaper, and Magazine Codes
Both Technical and Conventional Codes
(including Format)
Perceptual Codes Visual Perception (Hall 1980, 132; Nichols
1981, 11ff; Eco 1982)
Note: This code does not assume intentional
communication.
 Ideological Codes • More broadly, these include codes for
encoding’ and ‘decoding’ texts
o Dominant (or ‘hegemonic’) o
Negotiated
o Oppositional (Hall, 1980;
Morley,
1980)
• Individualism, Liberalism, Feminism,
Racism, Materialism, Capitalism,
Progressivism, Conservatism,
Socialism, Objectivism, Consumerism,
and Populism
Note: All codes can be seen as ideological.

Format
The formats are templates that provide the working and provisional structures of media and
information texts. Formats provide the architectural foundation of a media or information text and
thus dictate the kind of content that will be generated and the specific audience a program will attract.
A formula is an established procedure for achieving something. In media creation and production,
the formula is the combination of elements that will generate the kind of content and the optimal
effect that is envisioned.
 Legal, Ethical &
Societal Issues in
MIL Media and Information
What is copyright?
Copyright is mainly the protection of one’s expressions which only becomes tangible and
concepts when objects are created as manifestation of these expression. Copyright could be a variety
of protection provided by the laws to the authors of “original works of authorship,” together with
literary, dramatic, musical, artistic, and bound different intellectual works. This protection is
obtainable to each revealed and unpublished works.
• Set of rights granted the author
• Creator of a piece, to limit others ability to repeat
• Redistribute and reshape the content.

Related Issues
A copyright protects solely original works of “authorship” enclosed within the following seven
categories:
• Literary works (including pc programs),
• Musical works, together with any incidental words,
• Dramatic works, together with any incidental music,
• Pantomimes and dance works,
• Pictorial, graphic, and sculptural works, • Motion photos and different audiovisual works,
• Sound recordings.

Registering Copyright
Majority of the state signatories of WIPO adhere to the Berne convention that provides automatic
copyright protection. This means that a registration or any other formality is not required. As for most
countries, including the Philippine, there is a system for voluntary registration of works. Such system
“help solve disputes over ownership or creation, as well as facilitate financial transactions, sales, and
the assignment and/or transfer of rights.”

Fair Use
Fair Use is the limitation and to the prerogative granted by copyright law to the author of an
ingenious work. samples of use embrace statement, search engines, criticism, news coverage,
research, teaching, library archiving and scholarship.

Plagiarism
The plagiarism is copying or closely imitating the work of another author, composer, etc., while no
permission and with the intention of passing the results of as original.

What is netiquette?
Netiquette refers to a collection of rules that governs what conduct is socially acceptable in a web or
digital scenario. It’s a social code of network communication. Netiquette is a set of rules for behaving
properly on-line. It represents the importance of correct manners and behavior on-line. In general,
netiquette is that the set of skilled and social etiquettes practiced and advocated in transmission over
any electronic network. Common pointers embody being courteous and precise, and avoiding cyber-
bullying.

Netiquette additionally dictates that users ought to adapt copyright laws and avoid over
victimization emoticons. It could be a short type of network rule or net rule. The word netiquette
could be a combination of ‘net’ (from internet) and ‘etiquette’. It suggests that respecting alternative
users’ views and displaying common courtesy once posting your views to on-line discussion teams.

10 Basic Rules of Netiquette or Internet Etiquette

Know your manners when using Technology. The rules of etiquette are just as important in
cyberspace as they are in the evidence of poor netiquette can stick around to haunt you for much
longer. Follow these basic rules of netiquette to avoid damaging your online and offline relationships.

DO DON’T

- Respect other people’s privacy - Name-call or express offensive opinions

- Verify facts before reposting - Post private or embarrassing images or
- Check messages and respond comments
promptly - Exclude people or talk behind their backs.

1. Remember That Real People Take Priority

If someone is in the room with you, stop what you are doing and look at them. And don’t answer
your cellphone unless it is to tell the person on the other end that you will call them right back.
If you are expecting an important call or email, let the person know upfront, and apologize for
taking the call. This is also true of public places, such as restaurants, public transit, stores, and
libraries. Avoid taking phone calls and having conversations in these shared spaces.

2. If You Wouldn’t Say It to Someone’s Face, Don’t Say It Online

Name-calling, cursing, expressing deliberately offensive opinions – if you wouldn’t do it to the face
of anyone who might conceivably see what you write, don’t write it. This goes for any social media
site, forum, chat room, or email message, even if you think it can’t be traced back to you.

3. If You Wouldn’t Show it in Public, Don’t Share It Online

Naked sex pictures, drunk pictures, drug use pictures, unedited home video - if you would have
a problem with your boss, your parents, or your kids seeing it now, or at any point in the future,
don’t post it online.

4. Don’t Exclude Your Audience

If you have an in-joke to share with one other person, or a small number of people in a larger
online group, send them a private message. Don’t make everyone else feel left out by posting an
obscure comment to your Facebook status, forum, or Instagram story.

5. Don’t “Friend” Then “Unfriend” People

NO one believes you have 1,000 friends, but it is insulting to be dropped from someone’s friend
list. Think about it before adding them or accepting their invitation. If you don’t want to be in
touch with them, don’t add them in the first place. If you want to stay in touch for professional
reasons, tell them you only use Facebook for close personal friendships, and join LinkedIn or
another professional networking site for more distant contacts.

6. Don’t Overload System Resources With Enormous Files

You might think that sequence of nature pictures with inspirational statements is wonderfully
moving. It might even give you a sense of serenity. But that is the last thing it will give the person
you email it to if it crashes their server, depletes their inbox quota so their emails get bounced for
a week before they realize, or uses up the last bit of space they needed to complete an important
assignment. So post it to your own space and send people a link. Don’t attached it to an email.

7. Respect People’s Privacy

Don’t forward information sent to you without checking with the original sender first. Use BCC
(blind carbon copy) rather than CC (Carbon Copy) if you are sending something out to more than
 one person. You might think that we are sending online, but your friends may not want their
names and or email addresses publicized to people they do not even know.

8. Don’t Repost Without Checking the Facts

That cure for cancer might sound pretty impressive, but it will cause upset if it is a hoax. And
urban myths add to the noise of the internet and waste people’s time. If you aren’t sure of the
facts, email it to someone who does know or can find out. Or do a search on Google or snopes.com.

9. Check and Respond to Email Promptly

By all means, ignore and delete spam, unsolicited messages, and crazy stuff. But if you have
given someone your email address or if you are in a position where people could reasonably be
expected to contact you by email and your email address is public, have the courtesy to reply to
their message within a few days. If it is going to take longer to reply, email them and tell them
that.

10. Update Online Information That People Depend Upon

Don’t leave inaccurate information online just because you can’t be bothered to update your
website. If you are going to be unavailable, for example, don’t leave your hours of operation online
indicating you will be available. If you can’t keep your website up to date, take it down.

Digital Divide, Addiction, Bullying

Digital Divide
Digital divide could be a term that refers to the gap between demographics and regions that have
access to trendy info and technology, and people that do not or have restricted access. Before the
late twentieth century, digital divide referred principally to the division between those with and
without phone access.

The digital divide generally exists between those in cities and people in rural areas; between the
educated and the uneducated; between socioeconomic groups; and, globally, between the more and
less industrially developed nations. Even among populations with some access to technology, the
digital divide can be evident in the form of lower-performance computers, lower-speed wireless
connections, lowerpriced connections such as dial-up, and limited access to subscription-based
content (Rouse, 2014).

Computer Addiction
A disorder in which the individual turns to the Internet or plays computer games to change moods,
overcome anxiety, deal with depression, reduce isolation or loneliness, or distract themselves from
overwhelming problems. The elderly, as well as children and adolescents, are particularly vulnerable
because they may not realize the extent of their dependency. In many instances, individuals with
computer addiction may seek help for another condition, such as depression, phobias or other
addictions (Shiel, 2018).

Bullying
Stopbullying.org (2019) defines bullying as unwanted, aggressive behavior among school aged
children that involves a real or perceived power imbalance. The behavior is repeated, or has the
potential to be repeated, over time. Both kids who are bullied and who bully others may have serious,
lasting problems.

In order to be considered bullying, the behavior must be aggressive and include:

• An Imbalance of Power: Kids who bully use their power—such as physical strength, access to
embarrassing information, or popularity—to control or harm others. Power imbalances can
change over time and in different situations, even if they involve the same people.
• Repetition: Bullying behaviors happen more than once or have the potential to happen more
than once.
Bullying includes actions such as making threats, spreading rumors, attacking someone physically
or verbally, and excluding someone from a group on purpose.

Three Types of Bullying

• Verbal bullying is saying or writing means things. Verbal bullying includes:

Examples: - Teasing
- Name-calling
- Inappropriate sexual comments
- Taunting,
- Threatening to cause harm.

• Social bullying, sometimes referred to as relational bullying, involves hurting someone’s

reputation or relationships. Social bullying includes:
Examples:
- Leaving someone out on purpose
- Telling other children not to be friends with someone
- Spreading rumors about someone
- Embarrassing someone in public

• Physical bullying involves hurting a person’s body or possessions.

Physical bullying includes:
- Hitting/kicking/pinching
- Spitting
- Tripping/pushing
- Taking or breaking someone’s things
- Making mean or rude hand gestures

Intellectual Property in International and Local Context

Intellectual property, or IP, as defined by the World Intellectual Property Organization
(WIPO), is the “creation of the mind, such as inventions, literary and artistic works, designs and
symbols, names and images used in commerce.” Since the products of human intellect have a direct
influence on human civilization and on the development of societies, there should be safeguards on
intellectual property.

Laws are enacted to enforce and recognition toward the fruits of other people’s ingenuity.
Inventions or creations serve some benefits to user, thus in the logic of commerce of business,
inventions and creators should be properly compensated for their contribution. If their intellectual
property right is protected, people will be motivated to contribute more by continuously inventing
and creating for the public good on the spirit of fair play.

The WIPO is the “global forum for intellectual property service, policy, information, and
cooperation.” In the Convention Establishing the World Intellectual Property Organization signed at
Stockholm on 14 July 1967 and amended on 28 September 1979, it has been agreed among the
state signatories that the WIPO will be “responsible for the promotion and protection of intellectual
property throughout the world through cooperation among state and, where appropriate, in
collaboration with other international organizations, and for the administration of various treaties
dealing with intellectual property rights,” WIPO has classified the forms of IP .

Table 1. Types of Intellectual Property

Terms Description Coverage
• Legal terms used to describe the rights • Books , Music, Paintings,
Copyright that creators have over their literary Sculpture, Films,
and artistic works Computer program,
Databases,
Advertisement, Maps,
Technical drawings
 • Provides the patent owner with the right • Exclusive right granted
Patent to diced how, or whether, the invention for an invention
can be used by others in exchange for
this right. The patent owner makes
technical information about the
invention publicly available in the
published patent document
Trademark • A sign capable of distinguishing goods or • Products sold or services
services of one enterprise from those of offered by a business
other enterprises entity
• Dates back to ancient times when
craftsmen used to put their signature or
“mark” on their products
Industrial • Constitutes the ornamental or aesthetic • Design of an object (shape
Design aspect of an article/object or surface, patterns,
lines, or colors)

Geographical • Sign used on goods that have specific • The name of the place of
Indication geographical origin and possess origin of the
and qualities, a reputation or characteristics goods/products
Appellation of that are essentially attributable to that
Origin place of origin
The Intellectual Property Law of the Philippines
The Philippines, as a State signatory in the Convention Establishing the World Intellectual Property
Organization, is duty-bound to pass a law on intellectual property protection. Thus, the enactment
of Republic Act 8293, otherwise known as “The Intellectual Property Code of 1997”.
According to this piece of legislation, intellectual property rights consist of:
1. Copyright and related rights;
2. Trademarks and service marks;
3. Geographic indication;
4. Industrial designs;
5. Patents;
6. Layout-designs {Topographies) of integrated circuits; and 7.
Protection of understanding information.

Copyright Protected Works

Under Philippine copyright, both original works and derivative works are protected.
Original works are those that are literary or artistic in natures which include the following:
• Books, pamphlets, article, and other writings
• Periodicals and newspapers
• Lectures, sermons, addresses, dissertation prepared for oral delivery, whether or not reduced in
writing or other material form
• Letters
• Dramatic or dramatic-musical compositions; choreographic works or
entertainment in dumb show
• Musical compositions, with or without words
• Works of drawing, painting, architecture, sculpture, engraving, lithography or other works of art;
models or designs for works of art
• Original ornamental designs or models for articles of manufacture, whether or not registrable as
an industrial design, and other works of applied art
• Illustration, maps, plans, sketches, chart and three-dimensional works relative to geography,
topography, architecture or science
• Drawings or plastic works of scientific or technical character
• Photographic works including work produced by a process analogous to photography; lantern
sides
• Audiovisual works and cinematographic works and works produced by a process analogous to
cinematography or any process of making audio-visual recordings;
• Pictorial illustrations and advertisements
• Computer programs
• Other literary, scholarly, scientific and artistic works
Works Not Protected
There are also works that are not covered by copyright due to insufficient authorship or due
to the work being of importance to public interest.

1. Unprotected Subject Matter

• Any idea, produce, system, method or operation, concept, principle, discovery or mere data
as such, even if they are expressed, explained, illustrated or embodied in a mark
• News of the day and other miscellaneous facts having the character of mere items of press
information
• Any official text of a legislative, administrative or legal nature, as well as any official
translation.

2. Works of the Government

• Any purpose of statutes, rules and regulations, and speeches, lectures, sermons, addresses,
and dissertations, pronounced, read or rendered in courts of justice, before administrative
agencies, in deliberative assembles and in meeting of public character. (Sec. 9, first par.,
P.D. No. 49)
 Opportunities,
Challenges & Power of
MIL Media and Information
Media and Information Improve Quality of Life

There is no denying the extent of how the media and

information age has drastically improved the lives of
people. Communication has been made easier. Information
has become widely accessible. Conducting research has
become more convenient. All these and more are enjoyed by
media literate individuals and prove just how much the
quality of life has improved thanks to media and information.

According to Time Berners-Lee “It’s time to recognize the

internet as a basic human right. This means guaranteeing
affordable access for all, ensuring internet packets are
delivered without commercial or political
discrimination, and protecting the privacy and freedom of
web users regardless of where they live.”

The Impact of World Wide Web

Sir Tim Berners-Lee changed the world: he invented the
World Wide Web. He then gave the web to all of us for free
– a move that sparked a global wave of creativity,
collaboration and innovation never seen before. The web
has changed the world, but that free and open web is today
under threat.

Tim Berners-Lee created a web for everyone, a level playing

field where anyone,
anywhere who could access the internet could also use the
web to learn, earn, create and dream without asking for permission. But he knew this vision needed
to be protected, so he founded the World Wide Web Foundation to defend and advance the open web
as a public good and a basic right.

The Rise of Social Network Sites on the Internet

Social networks are one of the fastest growing industries in the world. Since 2002 (creation of
Friendster, prior to Facebook) a new socio-technical revolution has taken place on the Internet: the
rise of social network sites where now all human activities are present, from personal interaction to
business, to work, to culture, to communication, to social movements, and to politics.
 Our society is a network society; that is, a society constructed around personal and
organizational networks powered by digital networks and communicated by the Internet. And
because networks are global and know no boundaries, the network society is a global network
society. This historically specific social structure resulted from the interaction between the emerging
technological paradigm based on the digital revolution and some major sociocultural changes. A
primary dimension of these changes is what has been labeled the rise of the Mecentered society, or,
in sociological terms, the process of individuation, the decline of community understood in terms of
space, work, family, and ascription in general.

This is not the end of community, and not the end of place-based interaction, but there is a
shift toward the reconstruction of social relationships, including strong cultural and personal ties
that could be considered a form of community, on the basis of individual interests, values, and
projects.

Opportunities, Challenges and Power of Media and Information

Opportunities Challenges Power

• Job Hiring • Fake News • Influence
• Empower Citizen • Unreliable sources • Distribution of
• Freedom of expression information
• Informing & keeping the mass up
to date
• Inspire
• Faster and free communication

Opportunity. A time or set of circumstances that makes it possible to do something.

Challenge. A challenge is something new and difficult which requires great effort and determination.
Power. When you heard the word “POWER”. For most of you, perhaps, the word “control”.
“Domination”, and “Influence” will immediately come to mind. According to Weber (1946) power is
often related to our ability to make others do what we want, regardless of their own wishes or
interests.

Empowerment. It is the idea of power and idea that power change, that the ownership of power can
shift from one entity to another. Empowerment can is possible because power can expand or
diminish as the case may be.
1. Economics of media: Ratings and Revenues
The economics of media can be explained in the simple equation Ratings= Revenues. As a
commercial industry, the media earns profit through advertisement. Advertisers pay for air-time or
ad-space in media platforms to reach or to promote their goods or services to the media’s audience.
Advertisers are more likely to invest if there is a high volume of consumers patronizing the media
programs or content or if their target market is among those consumers.

Ratings. Is a colloquial term for audience measurement that influence timing, placements,
and markets for media content and advertising. (Balnaves, O’Regan, & Goldsmith, 2011) Ratings
determine the number of people who watches, listens to or reads a particular content.

Revenues. The business dictionary defines revenue as income generated from the sale of
goods or services, or any other use of capital or assets, associated with the main operations of an
organization before any costs or expenses are deducted.

The Opportunity. The Philippine media is a great asset in the country’s economy. In fact,
the Philippines Star reported that in the year 2010 alone, the creative or copyright-based
industries contributed P661.23 billion to the Philippines economy.

The Challenges. Despite thriving as an industry, the media remains vulnerable to

economic threats. The most notorious among them is privacy. Privacy is defined as the
unauthorized use of another’s production, invention, or conception especially in infringement of
copyright by the Merriam Webster’s Dictionary.

The existence of cheap or even free digital technologies like torrent downloading makes piracy
even more attractive to consumers.

2. Media and Information for Education

Media and information have made a radical impact in education. Learning has never been easier
and at the same time more complicated than it is today in the age of media and information.

The Opportunity. Merriam-Webster’s dictionary defines education as the knowledge,

skill, and understanding that you get from attending a school, college, or university. Today,
education has taken whole new meaning with media and information.
Online education is now a fast becoming trend in society. Schools and universities are
adopting this practice as part of their offered services. Everyone with access to the internet need
not physically attend a class to get an education. This setup is popular among those who wish to
further their education but do not have the time or energy to deal with regular school. With media
and information, one can earn a degree from the comfort of their homes.
Education traditionally requires a student to prove that learning took place. To do so, one
must be able to pass exam that will test their knowledge on a certain subject and produce outputs
that will confirm if they can apply that knowledge. Media information makes this process a little
less rigorous through content contribution. By allowing people to share their knowledge online
for others to see, the network of experts can check and balance each other’s understanding of
subjects, therefore refining learning through interaction.
The convenience, abundance, and interconnection, aspects of media and information for
education are opportunities worth taking advantage of.

The Challenge. In education, the opportunities brought about by media and information
is also to be blamed for its many challenges. Not only does this promote laziness, constant access
also puts a lot of pressure on servers, requiring constant upgrades and regular maintenance
around cyberspace.
The overwhelming amount of content to but found online requires the tedious process of
sorting through unnecessary or unrelated content to one’s research. As challenging as it may be,
it is necessary. Allowing anyone with access to the internet to contribute to the network of
information raises credibility and authenticity issues.
3. Media and Information for Social Science
The society is heavily influenced by media and information. It is no surprise then that media and
information have been linked to social changes. Oxford bibliographies referred to the social change
as a significant alteration of social structure.

The Opportunity. Among the first to realize the possible positive applications of the media
and society’s co-dependent relationships were Daniel Lerner and Wilbur Schramm. In their
perspective works, The Passing of Traditional Society (1958) and Mass Media and National
Development (1964) served as the founding texts of development communication according to
University of Pennsylvania (UPenn). Development communication uses communication to aid in
the development of society. One practical application of this is community-based media
programs. Through information dissemination, promotion of development advocacies, and
providing a medium for social interaction among communities, these types of programs pave the
way for a positive social change.

The Challenge. Media and information have the power to sway society’s beliefs and
perception. People have the tendency to receive data from the media and accept it as fact right
away without conducting due diligence.

4. Effect of Media in Politics

Politics regulates the media industry. They enforce the rules and regulations governing the media
industry as prescribed in a country’s current political system. It is for this reason that the nature of
media varies from country to country.
The Opportunity. The interrelationship between media and politics provides a fair
foundation in nth function of media as a source of information. Provisions in the law like the
Freedom of Information Bill which mandates the release of public documents to those who require
it benefits the media in their access to information and the government in its war against
corruption (The Official Gazette).

The Challenge. As a developing country, the governments concentrate on solving

problems like poverty, unemployment, lack of proper healthcare, and access to education.
The shortage of government funding, not to mention the lack of projects and programs,
that help cultivate creativity – which is the core of media – prevent the media industry in reaching
its potential for success. Even the weak enforcement of certain laws to protecting the media
exposes them to threats that could have damaging repercussions on the industry.

Some Opportunities

Television Broadcaster. A television presenter presents information relating to subjects such as

news and sports, and may also be responsible for planning the creative content of a series. Such
experts will work with news programs and help to discuss important topics in reporting, as well as
provide comments on various events.
They might also formulate interview questions, read scripts, and reveal details about the show,
such as commercial breaks. Example: TV broadcasting.

Mobile Communication. A means of technology mediated communication that allows the user of a
mobile device to connect with someone else at a different location, such as texting from a cell phone
and sending email from a computer device equipped with WiFi (e.g. laptop, iPad).
A mobile phone is a wireless portable device that allows users, to make and receive calls, and
send text messages. The first mobile phone generation would only be able to make and receive calls.
Today’s mobile phones are packed with many additional features like web browsers, games, cameras,
video players and even navigation systems.
Through media, people now a day’s can easily catch up news and be updated because of
television broadcaster. In the other side, mobile communication can make our life easier. No need
to write a letter if you want to ask allowance to your mom instead just text and call. How amazing
isn’t?
Some Challenges

Cybercrime. is defined as a crime in which a computer is the object of the crime (hacking, phishing,
spamming) or is used as a tool to commit an offense (child pornography, hate crimes). Cybercriminals
may use computer technology to access personal information, business trade secrets or use the
internet for exploitative or malicious purposes.
Here are the Four Types of Cybercrime:
1. Hacking is the most common type of cybercrime committed across the world.
Hacking is a crime which entails cracking systems and gaining unauthorized access to the data
stored in them. Hacker is a person who breaks in to a computer system.
2. Cyber stalking is use of internet or other electronic means to stalk someone. It is online
harassment and online abuse. Mostly cyber stalking involves following a person’s movement
across the internet by posting threatening messages to the victim or by entering the chat rooms
frequented by the victim or by constantly bombarding the victim with the e-mails etc.
3. Virus dissemination. Virus is the programs which attach themselves to the computer or file and
then circulate themselves to other files and to other components on a network. They usually affect
the data on the computer, either by altering or deleting it.
4. E-mail Spoofing. An e-mail that appears to originate from one source but actually has been sent
from another source. This can also be termed as e-mail forging.

Phishing. It is a cybercrime in which a target or targets are contacted by email, telephone or text
message by someone posing as a legitimate institution to lure individuals into providing sensitive
data such as personally identifiable information, banking and credit card details, and passwords.

After you read about the two challenges, let us dig deeper what makes phishing and
cybercrime a challenge in media and information.

Phishing is an illegal action or crime. Where in the hacker will hack or get all your
information’s over the internet. For example, your bank account details, your personal information’s
and even your credit card details. So, for you to be safe in phishing avoid posting your personal
information’s over the internet.

Always remember, your personal information’s are always confidential. No sharing and
posting personal information’s over the internet.
In the Philippines according to the Department of Justice, Cybercrime is “a crime committed
with or through the use of information and communication technologies such as radio, television,
cellular phone, computer and network, and other communication device or application.

According to the 2001 Budapest Convention on Cybercrime, criminal offenses in cyberspace

include:
1. Offenses against the confidentiality, integrity, and availability of computer data and
systems;
2. Computer-related offenses;
3. Content-related offenses; and
4. Offenses related to infringements of copyright and related rights.

Below are cybercrime-related laws in the Philippines:

o Republic Act No. 10175 – Cybercrime Prevention Act of 2012 o Republic Act No.
9995 – Anti-photo Voyeurism Act of 2009 o Republic Act No. 9775 – Anti-child
Pornography Act of 2009 o Republic Act No. 9208 – Anti-trafficking in Persons Act of
2003 o Republic Act No. 8792 – E-commerce Act of 2000 o Republic Act No. 8484 –
Access Device Regulation Act of 1998; and o Republic Act No. 4200 – Anti-
wiretapping Law.
The Power of Media and Information
Student. The power of media and information in the side of the students is that, nowadays the
information is easy to get. Example, if you have assignments you can use your phone to search
information.
Business. While in business, the power of media and information is very strong. Using media, the
business owner can easily market their products. For example, posting your products over
the internet like in social media.
Society. The power of media and information in our society is huge. Through media, the society can
easily get and understand the information related to what is happening.
Media has a particular power over audiences that media scholars call the third-person effect. This
is effect that can make you think that media messages affect others but not you. This can happen
because you are made to think that media content may be too banal or simple to have any effect on
you. You have to remember three basic principles about media effects (Potter, 2011):
1. Media effects are constantly occurring because of media’s content and direct/indirect
influence on you;
2. Media work with other factors… in exerting influence, and
3. You can control the effects process in your life.