MEDIA AND INFORMATION LITERACY ● channel - instrument used in

COMMUNICATION, MEDIA, AND delivering the message.

INFORMATION ● receiver - the person or group
media - the physical objects used to persons to whom the information is
communicate with, or the mass transmitted.
communication through physical objects and ● effect - response of the receiver to
used to communicate messages. the information transmitted.

information - the knowledge that person MEDIA:

gets about someone or something. A broad ● It is derived from the Latin word
term that covers processed data, knowledge medius, which means “middle.”
derived from study, experience, instruction, ● It is the plural of medium.
signals or symbols ● The tool that people use to mediate
or facilitate the transfer of
literacy - the ability to identify, understand, communication between a sender or
interpret, create, communicate and compute. a receiver.
using printed and written materials
associated with varying contexts. FUNCTIONS OF MEDIA
● source of credible information
BRIEF HISTORY OF COMMUNICATION ● vehicles that carry messages
● serves as channels which people use
COMMUNICATION to send/receive information
• The act of transferring information
from one place, person or group to MASS MEDIA: This is a type of media used
another. to reach a large number of audiences.
• Communication plays a pivotal role in
human development. Humans have MEDIA LITERACY
always communicated with one • As a set of perspectives that
another even before traditional depends on a critical thinking of an
media were developed individual.
• William James Potter Canadian
SMCRE MODEL (Rogers and Shoemaker, Communication Educator, 2004
1971)
KNOWLEDGE STRUCTURES
Sets of organized information in your
memory
● Tools and Skills - used to build your
COMMUNICATION COMPONENTS knowledge structures.
● sender - decides on the information/ ● Raw Materials - information from the
message to transmit. media and from the real world.
● message - information that the ● Willingness - personal focus to gain
sender wants to say/send to the knowledge.
receiver.
MEDIA LITERACY THE EVOLUTION of MEDIA
The ability to access, analyze, evaluate, and MARSHALL MCLUHAN (1969)
create media in a variety of forms. It aims to • Renowned Canadian theorist
empower citizens by providing them with the • University of Toronto
competencies (knowledge and skills) • He provides a clear story on how
necessary to engage with traditional media media evolved through
and new technologies. technological determinism.

INFORMATION LITERACY Technological Determinism - It is a theory

Set of abilities which require individuals to hat believes technology is a steering factor in
recognize when information is needed and how a society develops its structure and
locate, evaluate, and use it effectively. values

The ability to recognize when information is MARSHALL MCLUHAN’S THE

needed, and to locate, evaluate, and EVOLUTION OF MEDIA
effectively communicate information in its FOUR EPOCHS OR AGES
various formats.

TECHNOLOGY LITERACY
Defines it as the ability to responsibly use
appropriate technology to improve learning
in all subject areas. The COLORADO
TRIBAL AGE
Department of Education (2009)
• Prevalence of Oral Communication
The ability of an individual, either working • People relied on face-to- face
independently or with others, to responsibly, interactions.
appropriately, and effectively use • Auditory senses as method of
technological tools. Using these tools an communication
individual can access, manage, integrate, • Dominant auditory senses of life
evaluate, create and communicate (Oral Society)
information.
AGE OF LITERACY
MEDIA and INFORMATION LITERACY • Introduction to Phonetics
The essential skills and competencies that • Lessening the role of other senses
allow individuals to engage with media and • Writing is a form of linear
other information providers effectively, as communication.
well as develop critical thinking and life-long • Dominance of sight over the sensory
learning skills to socialize and become active balance
citizens.
PRINT AGE
• Invention of Gutenberg press or
movable type
“To build active, rather than passive • Books were reproduced by
consumers of media.” thousands.
• Dominance of visual space and INFORMATION LITERACY
logical thinking What Is Information?
• Homogeneity: where people spoke It defines as knowledge that a person gets
and wrote in the same language about someone or something

JOHANNES GUTENBERG
• Print age was dated to the invention of
the movable type mechanical printing
press
DATA
• Movable type is the system of
• Refer to unstructured facts and
printing and typography that uses figures that create the least impact on
movable components to reproduce
the receiver. (Thierauf, 1999)
the elements of a document (usually
• Become an information when they
individual letters or punctuation).
are categorized, calculated, and
condensed.(Davenport and Prusak,
ELECTRONIC AGE
2000)
• Dominance of electric media
• Invention of television INFORMATION
• Television was the newest form of • It is data organized with relevance
media. and purpose, made meaningful by a
• “Global Village” person

INFORMATION AGE KNOWLEDGE

• Products and services that provide • Refers to the human understanding
information or entertainment using of a subject matter derived from
computers or the internet experience, learning, and thinking
• Digitally produced as interactive and
requires at least a two-way of
communication
• Transforming the end users of media
from being mere “receivers” of
messages into “senders” who are
also able to create content
themselves.

THREE KEYS OF INNOVATION DR. W.

JAMES POTTER (2008)
EXAMPLE: A NEED FOR INFORMATION
An information literate individual must know
what kind and how much information he/she
requires and why it is needed.

RESOURCES AVAILABLE
This requires the literate individual to be
resourceful and where to find them, and
when they are appropriate to use.
INFORMATION LITERACY
It is a set of abilities that enables individual to HOW TO FIND INFORMATION
recognize when information is needed; and Information literacy also requires the ability
locate, evaluate, and use effectively. “to search appropriate resources effectively
and identify relevant information” from the
“Information is a source of learning and is vast number of information that is available.
considered a benefit; but when unorganized,
unprocessed, and unavailable it becomes THE NEEDS TO EVALUATE RESULTS
burden” -- WILLIAM POLLARD MEDIA AND An individual should be able to triangulate an
INFORMATION LITERACY information. Triangulation is the method
used to question the validity, reliability, and
ETHICAL USE OF INFORMATION accuracy of an information source to avoid
possible biases of the source(s) information.

HOW TO WORK WITH OR EXPLOIT

RESULTS
The best way is to use the power of the
• PRIVACY It is a state of being alone internet in comparing, combining, and testing
or being away from public attention. the results with other available sources in
• ACCURACY It relates to the order to come up with carefully crafted
correctness of the information source inferences.
to the details of the information.
• PLAGIARISM To use the words or ETHICS AND RESPONSIBILITY OF USE
ideas of another person as if they Avoid Plagiarism. Cite the proper sources of
were your own words or ideas. the copy-pasted texts and pictures.

INFORMATION SKILLS HOW TO COMMUNICATE OR SHARE

To become an information literate individual, YOUR FINDINGS
the Chartered Institute of Library and Use of footnotes, appropriate writing
Information Professionals or CILIP (2012) techniques, and presentation styles are also
suggested that information literary skills important in providing your audience with a
require an understanding of the following: wider perspective regarding your information
HOW TO MANAGE YOUR FINDINGS TYPES OF NEWSPAPER
Remember to store all gathered information • BROADSHEET It is a newspaper
for future purposes. It’s so easy to store with a large format with 22/24 inches
information nowadays with cloud storages long
such as Dropbox, OneDrive and Google o Manila Bulletin
Drive. o The Philippine Star
o Philippine Daily Inquirer

• TABLOID It measures half size of a

broadsheet.
o Bulgar
4 TYPES OF MEDIA
o Abante
MASS MEDIA
o Pilipino Star Ngayon
These are used to reach a large audience
MAGAZINE – periodical publication
containing articles and illustrations, typically
covering a particular subject or area of
interest
PRINT MEDIA • National Geographic
This media type involves the usage of • Time
physical medium such as paper, cloth, etc. • Readers Digest
FORMS OF PRINT MEDIA • Metro
• YES!
• Cosmopolitan

JOURNAL – newspaper or magazine that

BOOK – written or printed work consisting of deals with a particular subject or professional
pages glued or sewn together along one side activity
and bound in covers • Kritika Kultura
• Novel • Silliman Journal
• Instructional Materials • Philippine Law Journal
• Creative Works • The Journal of Asian Studies
• Encyclopedia • Field Crops Research
• Dictionary
• Almanac BROADCAST MEDIA
These are used to transmit information to
NEWSPAPER – lightweight, serial reach target audience using airwaves as the
publication which comes out regularly and transmission media/ medium.
contains news on current of special or
general interest FORMS OF BROADCAST MEDIA
TELEVISION – televisions receive MOVIE AND TV CLASSIFICATION
broadcasting signals and change them into RATINGS
pictures and sound. The word "television"
comes from the words tele (Greek for far Stand for general patronage
away) and vision (sight).
• Channel 7
• Channel 2 This means that the show
• Channel 5 requires parental guidance
• Channel 11
• Channel 9 Patnubay at Gabay (Filipino)

RADIO – a way to send electromagnetic This means that strict parental

signals over a long distance, to deliver guidance is required as the
information from one place to another show may have themes that
• LS 97.1 involve Violence, horror, and inappropriate
• Yes 101.1 language that are not suitable for young
audiences.
• Love Radio 90.7
• Wish 107.5
SPG (English) – Theme, Language,
• Energy FM 106.7
Violence, Sex, Horror, and Drugs
FILM – this is similar to a television show as
SPG (Filipino) – Striktong Patnubay at
it offers a variety of themes and genres
Gabay (Tema, Lenggwahe, Karahasan,
• Drama
Sekswal, Horor, at Droga)
• Comedy
• Action This means a show is
• Horror restricted for a particular age
• Documentary

MOVIE AND TV CLASSIFICATION OUTDOOR MEDIA

RATINGS It typically consists of any advertising seen
outside of the home, and is primarily grouped
Movie and Television into a few specific categories.
Review and Classification
Board FORMS OF OUTDOR MEDIA

MOVIE CLASSIFICATION RATINGS

TELEVISION CLASSIFICATION RATINGS • Billboard

• Bulletin Boards
• Wall paintings
NEW MEDIA MEDIA AND INFORMATION SOURCES
It refers to digital media that are interactive, INFORMATION SOURCES CAN BE
incorporating two-way of communication. OBTAINED BY

FORMS OF NEW MEDIA

• Human source
• Libraries
• Computer • Indigenous
• Social Media • Internet
• Internet
• Smartphone TYPES OF INFORMATION SOURCES

MEDIA CONVERGENCE PRIMARY

It is the phenomenon that connects different It is an original, uninterpreted, or “first-hand”
forms of media together. material of information, created by person(s)
directly involved in an activity or an event.
TERY FLEW, 2016 (3CS) Examples:
• Personal letters
• Interviews
• Speeches
• Photos
• Diaries
MEDIA CONVERGENCE
SECONDARY
This provides an information obtained
through a number of primary sources and
has undergone editing or interpretation.
Examples:
• Articles
PRINT PLUS NEW MEDIA • Magazines
• Newspaper
• Dictionary
• Encyclopedia

TERTIARY
It consists of summaries and collections of
BROADCAST PLUS NEW MEDIA both primary and secondary sources.
• Only provide overviews of the original
references
• Reference materials that list or
summarize ideas or information
TIME One important element to consider in DATABASE
classifying information sources For easy reference, all of its materials are
recorded in their database
FORMATS OF INFORMATION SOURCES
INTERNET
PRINT It is a global network of computers that allows
The format for printed output, defining the computer users around the world to share
character and line spacing and the areas of information for various purposes.
the page where printing will occur.
Examples: INDEGENIOUS MEDIA
• Books This refers to a form of media
• Newspaper conceptualized, produced, and circulated by
• Magazine indigenous people as vehicles for:
• Photographs • Communication
• Encyclopedias • Cultural preservation
• Reports • Cultural and artistic expression
• Political self-determination
NON-PRINT • Cultural sovereignty
These are mediums that use electronics
energy for the end user to access content. Examples:
• Audio • Folklore
• Video • Folk music
• Digital Documents • Folk dances
• Compact Disks • Other indigenous arts
• DVDs
EVALUATING INFORMATION AND
WHERE TO FIND INFORMATION MEDIA
SOURCES?
LIBRARY WHAT/WHO IS THE SOURCE OF
A building or room that contains a collection INFORMATION?
of books, periodicals, and/or audio- visual, It is necessary that before you believe an
materials. information, you must first know what and
who is its information source. Typically, an
TYPES OF LIBRARIES information source can be found through a
• Academic - type of library that citation or a bibliography
enables people to contributeto the
betterment of the institution. WHAT IS THE MEDIUM USED?
• School - library that enables to read The medium used in presenting information
and study. is also crucial in evaluating information.
• Public - library that can be accessed Triangulation must also be applied in this
anytime, and is open for everyone. process.
• Special - type of library that has a
specific subject area it caters.
WHAT IS ITS PURPOSE?
Information sources have reasons why they
present information: to inform, to persuade,
to entertain, or to advertise.

HOW IS THE INFORMATION MADE?

Text, visual, audio, motion, and multimedia
all have different styles and guidelines in
production. This is why it is important for you
to learn, not just how to evaluate information,
but also produce them