12

MEDIA & INFORMATION

LITERACY
Quarter 1 – Module 8

SDO Taguig City and Pateros

Introductory Message
For the facilitator:

This module was collaboratively designed, developed and evaluated by the

Development and Quality Assurance Teams of SDO TAPAT to assist you in helping
the learners meet the standards set by the K to 12 Curriculum while overcoming
their personal, social, and economic constraints in schooling.

As a facilitator, you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to
manage their own learning. Furthermore, you are expected to encourage and assist
the learners as they do the tasks included in the module.

For the learner:

This module was designed to provide you with fun and meaningful opportunities
for guided and independent learning at your own pace and time. You will be
enabled to process the contents of the learning resource while being an active
learner.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of
the module. Use a separate sheet of paper in answering the exercises.
2. Don’t forget to answer Let’s Try before moving on to the other activities
included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your
answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.
If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are
not alone.

We hope that through this material, you will experience meaningful learning
and gain deep understanding of the relevant competencies. You can do it!
 Let’s Learn
At the end of this topic the learner should be able to:
1. create a short film with a subject related to legal, ethical, and
societal issues in media and information in the Philippines,
applying the concepts of genre, code, and convention (SSHS); and
2. produce and assess the codes, convention, and messages of a
group presentation (MILI11/12MILA-IIIf-16)

Week FILM-MAKING : Audience,

8 Producers and Other

Stakeholders of Media
In our previous lesson, we learned the first principle of Media Literacy which
stresses that all media messages are constructed. Additionally, the first step in
fully appreciating the “constructedness” of media and information messages is to
deconstruct. It means closely examining and taking apart the media message so
that its parts are exposed.
Media codes and conventions are like the building blocks of all the media
around us. Codes are systems of signs which when put together create meaning.
There are three types of media codes: symbolic codes, technical codes and written
codes. Conventions, on the other hand, are the rules, habits or generally accepted
ways of doing things.
Moreover, this module connects the idea of media languages to the notion of
audiences, producers and other stakeholders. The audience, being, the consumers
of the media message while the producers are the creators of such media message.
On the other hand, other stakeholders can be the libraries, archives, museums,
internet and other relevant information providers.

Let’s Try
PRE ASSESSMENT

Activity 1
Scan a number of newspapers or use the Internet to access current film titles. Based on the
titles and the advertising for these films, what do you expect to see in each film? Who do you think
the target audience is for each of these films? Write your answer on the table provided. The first one
serves as an example.
 FILM TITLE GENRE TARGET AUDIENCE

HELLO, LOVE GOODBYE ROMANCE TEENS, YOUNG LOVERS

Let’s Recall

Activity 2: Answer the following questions.

1. How do codes and convention give a meaning to a film or any media

project?

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

2. If you are going to work with a film project, what genre do you think
you can work best? Why?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_________________________________________________________________
 Let’s Explore

Activity 2
What genre/s can be watched by the following groups of audience? What are
restricted for them? Write your answer in the box and state your reasons.

Allowed Genre/s Restricted Genre/s

Let’s Elaborate
You may scan the QR code for the video discussion!

In this lesson, we will connect the idea of media languages to the idea of
audiences, producers and other stakeholders.
The audience of the message
The audience refers to the group of consumers for whom a media message
was constructed as well as anyone else who is exposed to the message.
There are two general types of media audience:
 We all have experience as media audiences. Children and adults both
spend a significant amount of their time each day engaged in media and
communications activities. A common assumption has been that an audience
is a homogeneous group of passive individuals who will interpret a text in the
same way. More accurately, there are two main ways of studying media
1. Mass Audience – are the mainstream consumers
audiences. The first is as consumers of media products, or what the media
2.and
Niche Audience – a small
communications group of
industry influential
describes asaudience with a unique
‘target audiences’. taste
The second is
based
The on reception
producers theory, where audiences are seen as active participants
of the message
in reading and interpreting media and information texts.
The producers are the people engaged in the process of creating and putting
togetherTarget
media audiences are groups
content to make of readers,
a finished viewers or listeners defined by
media product.
specific characteristics such as age, income, gender or interests. This is a
Other stakeholders in the process
specific group for whom media and other organizations develop content and
shape
Other messages.are
stakeholders For
theexample,
libraries,advertisers are veryinternet
archives, museums, concerned
and about
other buying
time or space that will provide them with access to a specific demographic or
relevant information providers.
target audience. In the television industry, for example, advertisers will buy
commercial time slots from a network during a particular programme, if that
programme is attracting the audience they want to reach.
While we can be seen as a target audience for the media, every time we
see or hear a media text our response is based on our individual social
knowledge and the experiences we bring to a text. When we receive
messages or information from the media, we interpret it through our personal
ideology and values.
It is also very possible, however, that we actually negotiate the
meaning we take from a text, accepting some elements and rejecting others.
How meaning is constructed in footage or photographs (through camera
angles, types of shots, editing, etc.) also affects audience interpretations in
different ways.
From: http://unesco.mil-for-teachers.unaoc.org/modules/module-10/
 Let’s Apply

Activity 4: Distance Filming

We are going to create a short film but because of the current
situation, we are going to do this via Zoom! Many of the series we can watch
on youtube are produced online using zoom.
The class will be divided into 5 groups. Each group should pick a topic
(Cyberbullying, Plagiarism, Netiquette, Internet Addiction, Cybercrime). It is
up to you what genre you are going to use (Romance, Comedy, Romantic
Comedy, Suspense, BL ).
Consider that your audiences are SHS teachers and students so be
careful of the language and scene. Please prepare your story board and
script outputs by next week meeting for Video Project pitching.
Download your Template here:
https://drive.google.com/file/d/1bfMN6BQuOaL-
CWvA_BDApqNlDrqfnTac/view?usp=sharing
Example by Mr. Arnel Ping, SHS Teacher
 Let’s Evaluate

Multiple Choice. Select the letter of the best answer from among the given choices.
1. Media is a collective term for all communication medium such as books, newspapers,
radio, television, film and the Internet.
A. True B. False C. Maybe D. Neither True or False
2. A media and information literate individual knows how to examine and take apart the
media message so that its parts are exposed to him.
A. True B. False C. Maybe D. Neither True or False
3. It pertains to the codes, conventions, formats, symbols and narrative structures that indicate
the meaning of media messages to an audience.
A. Languages B. Media Types C. Media Languages D. Media Sources
4. These are systems of signs which when put together create meaning.
A. Languages B. Codes C. Media Languages D. Conventions
5. It refers to the recipients of information or the consumers of media.
A. Media audience B. Media producers C. Media Languages D. Media Sources
 References:

Cantor, O.L. (2017). Media and Information Literacy. Vibal Group Inc. pp78 -91

Hidalgo, LC. & Mopera, MA. (2015). Mediatrends: importance of new media technology to modern
filipinas. Don Bosco Press, Manila. Pp 85-91

Slideshare of Mr. Arnel Ping

https://www.slideshare.net/arnielping

Development Team of the Module

Writer: Dr. Ronald F. Cagampan

Editor:

Language Evaluator: Dr. Ronald F. Cagampan

Reviewer:

Dr. Noemi O. Bayle – Principal IV

Dr. Angela K. Alaman - Head Teacher IV

Illustrator: Arcee Mondragon

Layout Artist: Arcee Mondragon

For inquiries, please write or call: