POLYTECHNIC COLLEGE OF DAVAO DEL SUR.

INC
Mac Arthur Highway, Brgy. Kiagot, Digos City

MEDIA AND INFROMATION

LITERACY
LEARNING MODULE

MODULE 2
(Second Quarter)
NAME: ______________________________
GRADE/STRAND: _____________________

1
 CHAPTER III An Information Literate Individual
An information literate individual is able to:
INFORMATION LITERACY
• Determine the extent of information needed
• Access the needed information effectively and efficiently
• Evaluation information and its sources critically
• Incorporate selected information into one’s knowledge base
LEARNING COMPETENCY: Information Literate Skills
• Defines information needs, locates, accesses, assesses, organiz- Skills required to be information literate require an understanding of:
es, and communicates information
• Demonstrates ethical use of information • A need for information
• The resources available
• How to find information
• The need to evaluate results
INFORMATION NEEDS, LOCATES, AC-
Lesson • How to work with or exploit results
CESSES, ASSESSES, ORGANIZES, AND • Ethics and responsibility of use
1
COMMUNICATES INFORMATION • How to communicate or share your findings
• How to manage your findings
Introduction
A need for information
Information literacy is increasingly important in the contemporary en-
vironment of rapid technological change and proliferating information Recognizing that information is needed; understanding why information
resources because of the escalating complexity of this environment, is needed, what (and how much; what kind of ) information is required,
individuals are faced with diverse, abundant information choices – in as well as any associated constraints (e.g. time, format, currency, ac-
their academic studies, in the workplace, and their personal lives. cess); recognizing that information is available in a wide range of for-
mats in various geographical and virtual locations. (CILIP 2012)
Information is available through libraries, community resources, organ-
izations, media, and the internet. Information comes to individuals in Understanding availability
unfiltered formats. The uncertain quality and expanding quantity of the Be able to identify what resources are available for exploitation, where
information pose large challenges for society. they are, how to access them, the merits of individual resource types,
Information literacy forms the basis for lifelong learning. It enables and when it is appropriate to use them. (CILIP 2012)
learners to master content and extend their investigations, become Access channels to information resources may vary according to who
more self-directed, and assume greater control over their own learning. or where you are e.g. for an 8 year old child, availability is subject to
(CILIP 2012). having to go through various gatekeepers such as their parents’ views
or willingness to buy books, the library’s filtering policy, access to a

2
puter at home or at their friend’s. (CILIP 2012). • Authority (ownership, reputation, coverage, scope)
Understanding how to find information • Bias or point of view
• Error rate/accuracy
An ability to search appropriate resources effectively and identify rele-
• Purpose/audience
vant information. (CILIP 2012)
• Currency/timeliness
An information literate person would also understand that, in addition to • Consistency
purposive searching, information can be acquired by browsing, scan- • Design (output, presentation and arrangement)
ning and monitoring information sources.
• Organization/navigation (ease of use)
Examples on how to find information: • Access and use (documentation, accessibility, comparison
Searching across several resources with other sources)

• Using back-of-book indexes In understanding the need to evaluate results. An information literate
individual will be able to evaluate the means by which the results were
• Using abstracting and indexing journals
obtained in order to ensure that your approach did not produce mis-
• Scanning RSS and news feeds
leading or incomplete result. (CILIP 2012)
• Participating in e-mail, discussion lists, Bulletin boards, etc
• Using hypertext, URL’s, bookmarks, etc. Understand how to work with or exploit results
• Understanding and using Boolean logic Analyze and work with the information to provide accurate, presentable
• Understanding and using truncation research results, or to develop new knowledge and understanding.
• Understanding and using fielded data (CILIP 2012)
• De-duplicating search results Understand how to work with or exploit results
• Understanding and using relevance and relevance-ranked
To understand, compare, combine, annotate, and apply (use) the infor-
searching
mation found. Recognize and understand a possible need for further
Understand the need to evaluate results information searching. An example would be the use of appropriate
software (spreadsheets, and databases) (CILIP 2012)
Be able to evaluate information for its authenticity, accuracy, currency,
value and bias. This is not just whether the resources appear to answer Understand ethics and responsibility of use
the question, but whether it is intrinsically trustworthy. (CILIP 2012)
Know why information should be used in a responsible, culturally sensi-
You need to examine the following: tive and ethical (professional, business, personal ethics) manner. Re-
spect confidentiality and always give credit to other people’s work. Un-
• Relevance to problem/question/task in hand derstand the nature and uses of bias, in order to report appropriately.
• Appropriateness of style for users Where appropriate, provide a balanced (unbiased) report.(CILIP 2012)
• Availability of index, notes, bibliography, illustrations, multi-
This could include issues of intellectual property, plagiarism, unfair
media, etc
practice, fair use, freedom of information, data protection , codes of
• Authenticity and origin
3
practice and ethical principles as set out by your employers, institution POLYTECHNIC COLLEGE OF DAVAO DEL SUR, INC.
or professional body. (CILIP 2012) Mac Arthur Highway, Brgy. Kiagot, Digos City
Understand how to communicate or share your findings Activity 1
The ability to communicate/share information in a manner or format that Name:__________________________ Grade/Strand:__________
is appropriate to the information, the intended audience and situation. Date:___________________________ Score:________________
(CILIP 2012)
In sharing your newly acquired knowledge. You need to properly cite
sources by directing the audience to sources of further information and Look for an information or news about Covid 19 in the Philippines on
acknowledge one’s sources. social media. Write the important information below and supply the Bib-
liography Field for the validity of the information.
Here are more example on how to manage your findings:
News:
• Consideration of re-finding resources (either locally or in the
original) at a later date ___________________________________________________
• Use of, and relocation in, filing cabinets and/or shelves for ___________________________________________________
physical resources
___________________________________________________
• Use of folders to organize computer-stored data
• Organization of email and email attachments ___________________________________________________
• Use of appropriate software (spreadsheet/database/
statistical/reference management etc) Author:
• Security and backup copies _________________________________________________________
• Tracking changes in documents _________________________________________________________
• Personal content management Name of web page:
_________________________________________________________
_________________________________________________________
Name of web site:
_________________________________________________________
_________________________________________________________
Year: ________ Month:________ Day:_______
URL:
_________________________________________________________
_________________________________________________________

4
 Why cite sources?
INFORMATION NEEDS, LOCATES, AC-
Lesson According to plagiarism.org, giving credit to the original author by citing
CESSES, ASSESSES, ORGANIZES, AND
2 sources is the only way to use other people's work without plagiarizing.
COMMUNICATES INFORMATION
But there are a number of other reasons to cite sources:
Introduction
• citations are extremely helpful to anyone who wants to find
Plagiarism is considered a form of intellectual theft and fraud. It in-
out more about your ideas and where they came from
volves using someone else's words or ideas and passing them off as
• not all sources are good or right -- your own ideas may often
your own by not providing credit, either deliberately or accidentally.
be more accurate or interesting than those of your sources.
However, it can also involve reusing your own work from a previous
course, and passing it off as new work. (ColumbiaCollege, 2020) Proper citation will keep you from taking the rap for someone
else's bad ideas
Why Do People Plagiarize? • citing sources shows the amount of research you've done
According to L V Rogers secondary school, people plagiarize because • citing sources strengthens your work by lending outside sup-
of the following: port to your ideas

• Not knowing any better When to cite?

• Pressure or competition You cite when you:
• Lack of confidence
• use quotes
• Work perceived as too hard
• paraphrase
• Lack of consequences
• use an idea someone else has said
• Lack of interest or laziness
• make specific reference to someone else’s work
• Arrogance
Quoting
Citation
According to plagiarism.org, quoting is taking the exact words from an
A "citation" is the way you tell your readers that certain material in your original source is called quoting. You should quote material when you
work came from another source. It also gives your readers the infor- believe the way the original author expresses an idea is the most effec-
mation necessary to find that source again. tive means of communicating the point you want to make.
The following are the information that are necessary when citing: When to quote?
• Information about the author According to UNSW Sydney, you quote when:
• The title of the work
• When the author's words convey a powerful meaning
• The name and location of the company that published your
copy of the source • When you want to use the author as an authoritative voice in
your own writing
• The date your copy was published
• To introduce an author's position you may wish to discuss
• The page numbers of the material you are borrowing
5
 • To support claims in, or provide evidence for your writing researchers;
Bibliography • Explore and organize sources for further research.

A bibliography is a list of all of the sources you have used in the pro- Footnotes
cess of researching your work according to plagiarism.org. It should in- Footnotes are notes placed at the bottom of a page. They cite refer-
clude: ences or comment on a designated part of the text above it according
• Information about the author to plagiarism.org.
• The title of the work
• The name and location of the company that published your Endnotes
copy of the source
• The date your copy was published An endnote is source citation that refers the readers to a specific place
at the end of the paper where they can find out the source of the infor-
• The page numbers of the material you are borrowing
mation or words quotes or mentioned in the paper according to
Bloomsburg University.
Annotated Bibliography Paraphrasing
An annotated bibliography provides a brief account of the available re- According to UNSW Sydney, paraphrasing is a way of presenting a
search on a given topic. It is a list of research sources that includes text, keeping the same meaning, but using different words and phras-
concise descriptions and evaluations of each source. ing. Paraphrasing is used with short sections of text, such as phrases
The annotation usually contains a brief summary of content and a short and sentences.
analysis or evaluation. Depending on your assignment you may be
asked to reflect, summarize, critique, evaluate or analyze the source
When to paraphrase?
according to UNSW Sydney.
According to UNSW Sydney, paraphrase is used:
Purpose of an Annotated Bibliography
• As an alternative to a direct quotation
The purpose of an annotated bibliography according to UNSW Sydney
might: • To rewrite someone else's ideas without changing the mean-
ing
• Review the literature of a particular subject; • To express someone else's ideas in your own words
• Demonstrate the quality and depth of reading that you have • To support claims in, or provide evidence for, your writing
done;
• Exemplify the scope of sources available—such as journals, Summarizing
books, web sites and magazine articles; According to teachervision.com, to summarize is to put in your own
• Highlight sources that may be of interest to other readers and words a shortened version of written or spoken material, stating the
researchers; main points and leaving out everything that is not essential. Summariz-
ing is more than retelling; it involves analyzing information, distinguish-
6
ing important from unimportant elements and translating large chunks POLYTECHNIC COLLEGE OF DAVAO DEL SUR, INC.
of information into a few short cohesive sentences. Mac Arthur Highway, Brgy. Kiagot, Digos City
Aim of Summarizing Activity 2
According to UNSW Sydney, the main aim of summarizing is to reduce Name:_____________________________
or condense a text to its most important ideas. Summarizing is a useful Grade/Strand:_______________________
skill for making notes from readings and in lectures, writing an abstract/ Date:______________________________ Score:__________
synopsis and incorporating material in assignments.
When to Summarize?
Let's see if you understand what plagiarism is. Determine if each of the
According to UNSW Sydney, you use summarizing: situations in the quick quiz below constitutes plagiarism or not.
• To outline the main points of someone else's work in your
1. You are asked to summarize the plot of a chapter from Madame
own words, without the details or examples
Bovary. You copy the chapter description from the online Spark
• To include an author's ideas using fewer words than the origi- Notes Web site and don't cite your source. Is this plagiarism?
nal text
• To briefly give examples of several differing points of view on A. Yes B. No
a topic 2. You take a sentence from a professional journal and reorder the
• To support claims in, or provide evidence for, your writing phrases, keeping the meaning and most phrases intact. You do not
Quoting VS Summarizing VS Paraphrasing cite your source. Is this plagiarism?

The only similarity between the quoting, summarizing and paraphrasing A. Yes B. No
is that it must be attributed to the original source.
3. You find a paper online that answers your assignment instructions
Copying from a Copyrighted Source exactly and submit it as your work. Is this plagiarism?
Everybody can copy a copyrighted material for a limited time but done A. Yes B. No
for a “transformative purpose”.
4. You and a friend decide to work together on a lab assignment. Be-
Fair use is any copying of copyrighted material done for a limited and cause you are in two different sections of the same course, you print
“transformative” purpose, such as to comment upon, criticize, or parody out two copies of the completed report, and each submit it as your
a copyrighted work. Such uses can be done without permission from own individual work. Is this plagiarism?
the copyright owner.
A. Yes B. No
Creative Common
A creative common (cc) license is one of the several public copyright
licenses that enable free distribution of an otherwise copyrighted mate-
rial.

7
5. Your roommate took the same math course last year that you are POLYTECHNIC COLLEGE OF DAVAO DEL SUR,INC.
taking now. To save yourself some time, you copy your roommates Mac Arthur Highway, Brgy. Kiagot, Digos City
old homework assignments and turn them in as your own. Is this
cheating? Assessment
Name:__________________________ Grade/Strand:__________
A. Yes B. No
Date:___________________________ Score:________________
6. You copy another author's ideas to compare and contrast with your
own ideas. You indent the text, identify the author, and use quota- Instructions: Read and understand the questions or statements below.
tion marks when stating the author's ideas. You also provide a cita- Encircle the letter of the correct answer.
tion of the work you copied in the bibliography of your paper. Is this 1. Why is information literacy important?
plagiarism? A. Because of the rapid technological change
A. Yes B. No B. Because of the proliferating information resources
C. Because individuals are face with diverse, abundant infor-
7. You copy and paste text from a Web site into your paper and don't mation choice
cite the original author because everyone knows that material on D. All of these are correct.
the Web is free for anyone to use. Is this plagiarism?
2. In being information literate, what reasons pose a great challenge to
A. Yes B. No the society?
A. Uncertain quality of information
8. For your Geology class you have been assigned to groups and giv-
B. Expanding quantity of information
en lab assignments to complete as a group. Your group completes
C. Information accessibility.
the lab and you each turn in a copy of the same lab report with your
D. All of these are correct.
individual name at the top of the page and your lab-mates names
3. What enables the learner to master a content and extend their in-
listed in the first paragraph. Is this cheating?
vestigations and assume greater control over their own learning?
A. Yes B. No A. Digital literacy
B. Media literacy
9. Your friend in Biology class has been sick for a week and is behind
C. Information literacy
with her work. You feel sorry for her and offer to help her with the
D. None of these is correct.
assignment that is due tomorrow. After reviewing your class notes
4. What does an information literate individual able to do?
with her, you lend her your report to copy. Is this considered cheat-
A. Incorporate selected information into one’s knowledge base
ing?
B. All of these are correct.
A. Yes B. No C. Determine the extent of information needed
D. Access the needed information effectively and efficiently.
10. If I take a passage from one of my sources and rework the ideas
into my own words I don't have to give the original source credit.
A. True B. False

8
5. What kind of understanding does information literacy skills require? 11. What is citation?
A. Understanding the need of information A. All of these are correct.
B. Understanding availability B. A quotation or reference from a book
C. Understanding how to find information C. It is a complete reference to a particular source
D. All of these are correct. D. It is the way you tell your readers that certain materials came
6. What constraints should be considered when recognizing the need from another source
12. What necessary information are usually found when you are citing
for information? to help the readers find the source again?
A. All of these are correct. A. Information about the author
B. Access B. All of these are correct.
C. Format C. Date the copy was published
D. Time D. Title of the work
13. Why should we cite sources?
7. Not all search engines offer the same facilities. What understanding A. Because it prevents plagiarism
of information literacy does it refer? B. None of these is correct.
A. Understanding how to find information C. Because it does not strengthen your research
B. Understanding availability D. Because it makes your work less original
14. When do you need to cite?
C. Understanding the need to evaluate results
A. When you don’t use quotes
D. None of these is correct. B. When you borrow words or ideas
8. What are the different gatekeepers of information resources? C. When you don’t make specific reference
A. Parents D. When you don’t use someone else’s ideas
B. All of these are correct. 15. What is quoting?
C. Library’s filtering system A. Exact reproduction of spoken or written words
D. Computer access B. All of these are correct.
C. Taking the exact words from an original source
9. What understanding of information literacy refers to identify relevant D. Repeat another author’s work word-for-word
information? 16. When do you need to quote?
A. To introduce an author’s position you may wish to discussB
A. Understanding the need to evaluate results
B. To support claims
B. None of these is correct. C. When the author’s words convey a powerful meaning
C. Understanding how to work with results D. All of these are correct.
D. Understanding how to find information 17. What is a bibliography?
10. In finding information, how does an information literate person ac- A. None of these is correct.
quire information? B. A list of sources that you don’t need in researching
A. Browsing C. A list of sources you will be using in the process of research-
ing
B. Scanning
D. A list of sources you have used in the process of research-
C. Monitoring ing
D. All of these choices

9
 CHAPTER IV
TYPES OF MEDIA

LEARNING COMPETENCY:
• Classifies contents of different media types
• Defines media convergence through current examples
• Discusses to class on how a particular individual/ or society
is portrayed in public using different type of media.

Lesson
DIFFERENT TYPES OF MEDIA
1

Introduction
News media refers to groups that communicate information and news
to people. Print media, which include magazines, newspapers, periodi-
cals, and broadcast media, which include radio and television, provide
news content to its audiences.
Print Media
Print media, which include magazines, newspapers, periodicals, and
broadcast media, which include radio and television, provide news con-
tent to its audiences.
Broadcast Media
Aside from newspapers, radio also emerged as one of the best media plat-
form for the dissemination of urgent and substantial news.
Nowadays, radio is still one of the most reliable media being used by Filipi-
nos.

10
Today, television is considered to be one of the most used media plat- Some of the print media disadvantages include:
form.
• Not as deep reach as TV or radio
Changes in the News Media Platform • Publication depends on the whim of the editor.
Because of the advancement of technology, these three news media • Limited audience segmentation
platforms are undergoing some drastic changes. Despite these chang- • Creative constraints
es, they still continue to do their role as the fourth estate in the commu- • Poor reproduction
nity. In fact, they saw these changes as an opportunity for their services • Cluttered environment
to be improved. • Short life
Today, these three news media are still considered to be one of the • Cannot produce breaking and urgent news
most influential media nowadays.

Radio
Advantages and Disadvantages of the Three News Media
Some of the radio advantages include:
These three news media has its own advantages and disadvantages.
• Urgent and important news can easily be spread.
Because of these, media consumers should be critical in choosing what
media platform they should use in gathering information. • Local market radio is one of the most powerful media com-
munication.
• It already has a lot of following.
On the other hand, these news media had rich backgrounds. In fact, • One can bring radio anytime, anywhere through their mobile
Philippine history itself has contributed to the development of these devices.
news media. • Radio production is easier and faster than the other news
media platforms.
• It is great for spreading simple messages.
Print Media
• It can help in generating interests, awareness, and excite-
Some of the other print media advantages include: ment among audiences.
• Presents static messages Also, some of the radio disadvantages include:
• Timeliness of content
• Radio programs are not always on at convenient times.
• Broad reach within a defined marketing area (i.e. business,
• There is no room for interaction.
sports, shopping section – newspapers often have special
advertising sections as well) • It doesn’t provide visual communication.
• Creative limitations among radio producers is an issue.
• Everyone can easily change the channel.

11
Television History of Newspaper
Some of the television advantages include: Newspaper, which is television’s predecessor, is written in an inverted
pyramid format which let the readers have an objective and factual
• Messages can easily be repeated.
grasp of what is happening.
• It has a high status and credibility.
• It is perfect for good and simple messages. Newspaper readers are busy people and they want to get the infor-
• Television is easily digestible. mation right away. This is the reason why the most important facts
need to be placed at the beginning of the story. It is also convenient for
• Television is widely used for entertainment, knowledge and
people who will be managing the copyediting. They could just easily
for communication.
delete the last few paragraphs of the story without compromising the
• Anybody can watch television simply by sitting at home. most important facts of the story. It is also important for reporters to
• News, movies, family shows, sports, Music as well as other keep in mind the objectivity and factuality of their reporting.
useful shows and channels can be seen on TV.
Also, the first book in the Philippines is printed in 1593.
• One can watch live news as well as live shows or live sports
easily with the help of television. In the Philippines, the first of the print media was the book Doctrina
• Television plays an important role in educating people about Christiana, printed 1593, followed by the newspaper SuccessosFelices
corruption going on in the social and political world. in 1637, and Del Superior Govierno in 1811.
• Various channels are available in different languages so you
can see the channel or shows of your choice in your regional
History of Radio
language.
• Good and effective way of advertising product or information. After a few centuries, radio has made its way to the country. In fact, it
arrived 1922.
Television also has a lot of disadvantages.
Radio broadcasting started in 1922 when an American businessman in
Some of the television disadvantages include: Manila opened a three-fifty watt stations, not for commercial broadcast-
• Poor geographic selectivity ing, but as a demonstration channel for his electric supply business.
• Poor audience attitude and attentiveness. Two years later, the first commercial radio stations went on the air; sta-
tion of KZKZ owned by the Radio Corporation of the Philippines, and
• Not everyone has television.
KZRQ, owned by the Far Eastern Radio, Inc.
• No room for interaction.
• It can affect the audience’s physical, emotional, and mental
health.
History of Television
On the other hand, television arrived in the Philippines in 1950.
Although television had its beginnings way back in the 1930s when the
British, Russians, and Americans were experimenting with it, it was not
until 1950 that it finally arrived in the Philippines.
12
 POLYTECHNIC COLLEGE OF DAVAO DEL SUR, INC.
Mac Arthur Highway, Brgy. Kiagot, Digos City Lesson
MEDIA CONVERGENCE
2
Activity 1
Name:__________________________ Grade/Strand:__________ Introduction
Date:___________________________ Score:________________ Today’s media landscape has changed a lot because of the emergence
Instruction: Write T if the statement is True and F if it is False. of new technology. The three traditional news media realized that they
need to work interdependently to meet the demands of the media con-
1. ___Television is the main formats of news media.
sumers. Newspaper companies have merged with television networks
2. ___Radio is the oldest traditional news media. to provide some color in their delivery of news. On top of these, they
3. ___The biggest change in the print media industry in the recent also invest in creating news websites so they will have an outlet of
years is that newsrooms have made editors and news report where they will have their stories.

ers’ story conference easier, faster and more convenient. Today’s media practitioners call these phenomenon as media conver-
gence.
4. ___Regular readers of printed media tend to be more politically
active.
5. ___Television is the news media platform emerged and provided What is Media Convergence?
up-to-date and blow-by-blow coverage on events. According to Terry Flew (2005), the idea of new media captures both
6. ___More and more radio station are closing in the recent years. the development of unique forms of digital media, and the remaking of
more traditional media forms. Now, more and more content from the
7. ___Fewer Filipinos rely on radio as their primary news source. traditional media are increasingly being delivered electronically. Elec-
8. ___Television is the youngest traditional news media platform. tronic technology is bringing all modes of communications into one
9. ___The biggest change that happened to television in the recent grand system.
years is that viewers now play a significant role in news report It first appeared in 1983.
ing. While it won't be easy to determine who first used the word
10. ___There is stiff competition among television companies. "convergence" in connection with communication technologies, it was
American communication scholar Ithiel de Sola Pool who did a lot to
popularize it. In his book The Technologies of Freedom, He first de-
scribed media convergence as "convergence of modes".
He added that content would be delivered through a network, stored
digitally, and will be accessed through electronic devices.

13
First News Media Company That Practiced Media Convergence the network for moving the content, and this merger was celebrated at
Chicago Tribune Company is considered to be the pioneer of media that time as the "ultimate holy world on Wall Street," synergy, the fore-
convergence. runner of the term convergence (Bagdakian, 2004).

Chicago Time Tribune launched CLTV, a twenty-four hour local cable Some advocates also coined the term industry and corporate conver-
channel that used journalists and content from the Chicago Tribune. gence to convergence in ownership.
The typical arrangement was a "tomorrow's newspaper headlines" seg- As of 2005, AOL-Time Warner already had 292 separate companies
ment on TV and a tie-in with the TV station's meteorologist on the pa- and subsidiaries.
per's weather page.
Some of the companies that they have include Time, Life, Fortune, Hol-
iday, Sports Illustrated, People, Book of the Month Club, Little, Brown
Before It Became Media Convergence Publishers, HBO, CNN, among others.

Before the term “media convergence” emerged, advocates used the

term “synergy”. Benefits of Convergence of Media Ownership
It was only later when advocates for change in newsrooms, media com- Convergence in ownership gives a lot of benefits to companies. Some
panies, and journalism schools began to use the word convergence to of these include decrease in labor costs, maximization of content, and
signify a vision of the future in mass communication. better packages for advertisers.
It also allows companies to increase brand recognition and brand loyal-
ty among audiences through cross-promotion and cross-selling. At the
Convergence in Media Ownership
same time, it raises significantly the economic barriers to newcomers
When media convergence became part in the industry, some media seeking to enter media markets, thus limiting competition for converged
companies adapted it. Viacom, Disney, and AOL-Time Warner were companies.
considered to be the pioneers of convergence in ownership.
Other Forms of Media Convergence
Looking at today's media conglomerates, "convergence" means the
ownership of multiple content and/or multiple distribution channels. Aside from the convergence of ownership, news media also practice
other forms of media convergence. Other significant perspectives in
media convergence are convergence in information gathering and
presentation.
Pioneer of Convergence of Media Ownership
Among these pioneers, AOL-Time Warner was considered to be the As early as September 1999, the world has seen the first ever media
blockbuster merger of the communications industry. convergence phenomenon in the United States. That was the start of
the spreading of a new mindset among media practitioners. It then
In 2000, it combined the resources of America Online (AOL), worth spread across Europe. After a few years, Asia also had its own media
$163 billion, and Time Warner, worth $120 billion, into a mega multime- companies which practice media convergence.
dia corporation, worth $283 billion, the biggest communication corpora-
tion in history. Time Warner provided the content, while AOL provided
14
Journalists working in a media convergence setting can work together Outside the United States, Nordjyske Stiftstidende also made some
because different media institutions have more common ground that marks for being the first company in Europe to practice media conver-
the people thought possible. gence.
Despite its positive reviews, some media researchers and critics still EUROPE
have doubts in the effectivity of media convergence. Various studies
Nordjyske Stiftstidende is a leading newspaper in northern Jutland,
about what needs to be done are still being undertaken by these ex-
Denmark. Since embarking on the convergence path in 2002, "the edi-
perts.
torial team that once only produced the regional newspaper Nordjyske
One thing is sure: media companies need to keep with the trend in or- Stiftstidende, now create content for a 24-hour cable television news
der for them to be relevant in the fast changing world. channel, a radio station, a news radio station, a free "commuter news-
Definition of Convergence in Information Gathering and Presenta- paper," mobile phone alerts, and an active website - all in addition to
tion the regularly daily print newspaper and a free commuter edition. It is
considered by the World Association of Newspapers as the most inte-
Other significant perspectives in media convergence are convergence grated media organization in the world.
in information gathering and presentation. This conjures the vision of a
"backpack journalist", who is a multimedia reporter. Typically, this jour-
nalist carries in his or her backpack a computer, a still camera, video ASIA
camera, and a cell phone, and brings back written articles, still photos,
In Asia, the pioneer of media convergence is Ohmy News.
audio and video, and his or her work is presented on air and on the
Web. Ohmy News, which existed in 2004, combines the internet, cell phones,
television, webscasting, and a weekly print newspaper to cover and dis-
seminate the news. It is mainly an online publication that has a televi-
Pioneers in Convergence in Information Gathering And Presenta- sion arm that broadcasts to cellphone users, which makes it unique.
tion Another unique aspect of this paper is that while it has 35 regular staff
members, who report and edit the news, it has about 33000 "citizen
US
journalists" who are listeners-readers and who have been commis-
Orlando Sentinel became the leader in the movement for media con- sioned as correspondents to report the news by cellphones for very lit-
vergence. tle pay.
As early as September 1999, the Orlando Sentinel's newsroom, as de- PHILIPPINES
scribed by Allan Richards of Florida International University (FIU), as "a
futuristic multimedia center where print, broadcast, and online reporters Zooming in to the Philippines, INQ7.net was considered to be the pio-
worked side by side, under the same roof, frequently interchanging neer in media convergence.
roles. The newspaper was still the heart of the operation in terms of On July 20, 2000, Philippine Daily Inquirer and GMA Network estab-
newsgathering and supplying revenue for operations, but the Internet, lished an Internet news site called INQ7.net. Inquirer wanted to com-
cable television, and radio were being integrated into a 24-hour, 7-day bine with GMA, one of the two largest broadcasting networks in the
information delivery machine." country, to take advantage of its "award-winning news content and 60

15
nationwide radio stations, to create a growing pool of content for the Having each platform owned by the same company also removes one
news site. of the biggest obstacles among potential convergence partners, the
idea that each partner must always benefit equally from convergence.
CONVERGENCE IN INFORMATION GATHERING AND PRESENTA-
Holding on to that notion is one of the surest ways to derail conver-
TION: THE PROCESS
gence. It's the viewers, users, and readers who should benefit the
Journalists working in a media convergence setting can work together most.
because different media institutions have more common ground that
Communication experts and researchers have a lot of reservations to-
the people thought possible.
ward media convergence. Their reasons include a tremendous clash in
Even though different news media institutions have different ways in values; the threatening of diversity of media voices, and the lack of con-
gathering and presenting their outputs, their journalism styles and val- tent to sustain a twenty-four hour seven-day programming.
ues were not too far apart to begin with. The partnership would have
The reservations of communication experts and researchers toward
been much more difficult, though still not impossible, if one news media
media convergence are:
institution's news style were tabloid and sensational in nature.
• It could lead to a tremendous clash in values.
Convergence in Information Gathering and Presentation in Num-
bers As of 2006, the Philippines has 30 online publications. • By merging and substituting cooperation for competition, con-
vergence could threaten the diversity of media voices, which
This figure includes only those that provide news as their main service, is important in a democratic society.
ranging from online versions of print newspapers to online daily news-
• A multimedia operation cannot have enough content to sus-
papers, online weekly newspapers, online news magazines, and online
tain a twenty-four hour seven-day programming.
newspaper-television joint ventures. Many of them are based in Metro
• On the other hand, there are still a lot of ways to improve the
Manila; the others are in the provinces.
growing industry of media convergence.

• In order for media convergence to develop:

Cross Ownership and Media Convergence • Practitioners should always remember that quality journalism,
On the other hand, cross ownership in media convergence has its own not technology, is most important.
advantages and disadvantages. • They should provide more time in generating quality content.
Successful convergence is hard. While cross-ownership is not utterly In fact, it is going to be king.
necessary, it removes a number of serious roadblocks. Cross- • Journalism and communication schools should teach better
ownership makes it possible to drive convergence from the top down journalism.
and to obtain the cooperation necessary to achieve convergence goals
- one of the most important of which is better serving the public through
stronger journalism.

16
 POLYTECHNIC COLLEGE OF DAVAO DEL SUR, INC. 5. Before it was referred as convergence, what term was used to
Mac Arthur Highway, Brgy. Kiagot, Digos City the collaboration of various news media industries and the com-
puter industry?
Activity 2 A. Merge
B. All of these are true.
C. Synergy
Name:__________________________ Grade/Strand:__________ D. Composition
Date:___________________________ Score:________________
Instructions: Read and understand the questions or statements below.
Encircle the letter of the correct answer.

1. What is media convergence?

A. It is the overlapping of broadcasting industry, print industry,
and computer industry.
B. All of these are correct.
C. It is the direct consequence of the digitization of media con-
tent and the popularization of the Internet.
D. It is the decision of newspaper companies to partner with tel-
evision news stations, instead of just competing with them, in
gathering and presentation of news.
2. When did media convergence first appear?
A. 1990
B. 1980
C. 1983
D. None of these is correct.
3. What can we infer from Pool's idea of "convergence of modes"?
A. Content will be delivered through a network.
B. Content will be accessed through electronic devices.
C. Content would be stored digitally.
D. All of these are true
4. What companies were considered to be the pioneers of media
convergence?
A. None of these is correct.
B. Chicago Tribune Company
C. Tampa Tribune
D. CNN

17
 Also, popular media focuses much more heavily on a whole host of
Lesson HOW SOCIETY IS PORTRAYED IN PUBLIC negative or limiting aspects of women, including an intense scrutiny of
3 USING DIFFERENT TYPE OF MEDIA and emphasis on their looks, and a keen focus on how they’re strug-
gling so hard to balance life and work, how catty and demeaning they
Introduction can be to each other, or how they’ll throw each other under the bus in
order to rise to the top.
Nowadays, everyone is expected to have an open mind in facing some
societal issues. In fact, it is encouraged to look through various per- Because of the stereotypes created by the media, some women re-
spectives in addressing the issue. It is not enough to see the reality in ceive some negative effects.
only one lens. One may use these senses: political, economic, social, Our attitudes to women and women’s equality are shaped in multiple
technological, legal, and environmental. ways; they are informed by our upbringing, social values and our per-
Media shapes the minds of the viewers. In fact, some theorists dedicate sonal experiences. Two of the other most important influencers are
their whole life’s work looking for the effect of media consumption in what we experience in popular media and culture, and what we learn in
media. These media stereotypes leave some negative effects to the schools and education.
sectors of the society being portrayed. Our media and cultural representations of women have a huge impact
Women and the Lesbian, Gay, Bisexual, Transgender, Queer, Intersex, on how girls and women are viewed and view themselves – and on
Asexual+ (LGBTQIA+) are one of the most vulnerable sectors in the public attitudes to women and women’s equality. How boys and girls
society that experiences media stereotypes. These sectors already ex- are treated at schools, the values they experience and what they are
perienced some progress with their causes, but every time the media taught all make a huge difference.
puts them in the bad light, all their efforts are gone with the wind. The Women's Media Center's annual report is out, and the status of
It is important to understand how media portrays them in order for me- women in news and entertainment is also as bleak as ever. Little pro-
dia consumers themselves to be more critical with what the media is gress has been made in most areas, and there are some places—like
feeding. sports journalism—where women have actually lost ground. Represen-
tation of women in sports journalism dropped from 17% to 10% last
Women and the Media
2014.
Women continue to be predominantly represented in passive and stere-
The negative portrayal of women in media shows that men are not only
otyped roles in film and television. This extends beyond fictional repre-
largely in charge of the government and news in all aspects of society,
sentations, to news media – women are far more likely to be shown as
but they also dominate the voices and news exposed to the broader
victims and far more likely to be referred to in terms of their age, physi-
world.
cal appearance or family role than men in the news. Women are also
less likely to appear in important roles behind the scenes. In order to address this negative portrayal of women in media:
From the effect of celebrity culture on young women’s and girls’ body • Media literacy should be promoted among the audiences.
image, to the stereotyped portrayal of rape survivors, to a chronic un- • Media companies themselves should regulate the portrayal of wom-
derrepresentation of female news subjects, our attitudes are molded by en in their own shows.
these media and wider cultural representations of women.
18
 • Women themselves should initiate a campaign to ensure that In order to address this negative portrayal of LGBTQIA+ in media
media companies will change the way they portray women.
• LGBTQIA+ people themselves should initiate a campaign to
ensure that media companies will change the way they por-
The LGBTQIA+ and the Media tray LGBTQIA+ people.
• Media literacy should be promoted among the audiences.
The LGBTQIA+ community also feels some negative portrayal in the
• Media companies themselves should regulate the portrayal
media. Media creates meanings about sexuality (or sexual orientation),
of LGBTQIA+ people in their own shows.
and plays an important role in the way we understand the role sexuality
plays in our identities, our history, our social institutions, and our every- PWDs and Indigenous People
day lives. In relation to this, LGBTQIA+ characters have made many Like the women and LGBTQIA+ sector, the Persons with Disabilities
advancements in the media in recent years, but they still have a long (PWDs) and the Indigenous Peoples also experienced some negative
way to go. portrayal by the media.
Social movements on positive representation of LGBTQIA+ in media is It is important to understand how media portrays them in order for me-
starting, but as of now, there are still few notable people working in the dia consumers themselves to be more critical with what the media is
media. Most of the LGBTQIA+ people work in the entertainment indus- feeding.
try. In the Philippines, these include Aiza Seguerra, John Lapus, and
Vice Ganda. In the news media industry in the Philippines, being a The PWD and the Media
member of the LGBTQIA+ considered to be a taboo, but a few media The media continue to enforce disability stereotypes portraying disa-
practitioners stood out like Ryan Chua. bled individuals in a negative un-empowering way.
Media is designed to be a reflection of society and different communi- In his 1991 study, Paul Hunt identified 10 stereotypes that the media
ties. Media is a business that requires an audience and ratings. To use to portray disabled people:
achieve this, people whom they feel will be watching are targeted.
LGBTQIA+ people are becoming leaders but major media outlets, such • The disabled person as pitiable or pathetic
as newspapers, magazines, and TV, are refusing to acknowledge their • An object of curiosity or violence
existence. Historically, news coverage has only covered homonorma- • Sinister or evil
tive LGBT people. Homonormative is the replication of a normative het- • The super cripple
erosexual lifestyle excluding sexuality. • As atmosphere
In wider-known mass media, accurate LGBT characters are gaining • Laughable
traction, albeit slowly. However, these popular-media examples are the
exception rather than the rule, and even the current LGBT characters • His/her own worst enemy
seem to be stuck in a gay-lesbian dichotomy. Lesser-known media ap- • As a burden
pears to be more welcoming to LGBT character and lifestyle portrayal. • As Non-sexual
• Being unable to participate in daily life

19
The media often use impairment to add atmosphere to a piece of writ- The Indigenous People and the Media
ing, film scene or radio play for example. The use of disability as evil or
The indigenous people are also portrayed negatively by the media.
superhuman leads to one dimensional basic disabled characters.
These portrayals of the indigenous people have become widespread in
Disabled characters have 'super' qualities in order to elicit respect from
movies and TV programs and in literature ranging from books to comic
non-disabled people
strips. Such depictions have become a comfortable frame of reference
There is also underrepresentation of PWDs in media not because they for most of us each time there is a question about indigenous people.
don't want to work within the industry; it's just that they are struggling to
A general climate of “political correctness” has dovetailed with genuine
be employed.
efforts being made by media producers to counter the more overt forms
Current media professionals need to change their attitudes and allow of racism in films and television—but subtle vestiges of indigenous peo-
disabled people and disability to be a part of the agenda. ples stereotyping still remain. Some of the most common stereotyping
The negative depiction of disabled people has far reaching conse- traps are various forms of romanticization; historical inaccuracies; ste-
quences such as: reotyping by omission; and simplistic characterizations.
Media depictions of indigenous people can influence how Native people
• Lack of role models for disabled people
see themselves because inaccurate and negative depictions have psy-
• Continued reinforcement of negative/ misguided stereotypes
chological consequences to the indigenous people. It also motivates
of disabled people that are applied to the disabled community
them to identify themselves with representations, even if they are inac-
as a whole
curate, “simply because one representation is better than no represen-
• The focus of over or under achievement means that disabled tation.”
people can never be who they are, without striving to over-
come their impairment/ disability In order for a journalist to effectively cover indigenous people affairs, he
• The distance placed between disabled people and the in- or she needs to mind one’s words and research about the topic.
tended audience underpins the gap between disabled and In order to address the negative portrayal of indigenous people in me-
non- disabled people dia:
In order to address the negative portrayal of PWD in media: • Indigenous people should initiate a campaign to ensure me-
• Media literacy should be promoted among the audiences. dia companies will change the way they portray indigenous
people.
• Media companies themselves should regulate the portrayal
• Media literacy should be promoted among the audience.
of PWDs in their own shows.
• Media companies should regulate the portrayal of indigenous
• PWDs themselves should initiate a campaign to ensure that
media companies will change the way they portray PWDs. people in their own shows.

20
 POLYTECHNIC COLLEGE OF DAVAO DEL SUR, INC. 4. Which of this is an example of negative portrayal of women in
Mac Arthur Highway, Brgy. Kiagot, Digos City media?
A. Women are being portrayed as weak and dependent.
Activity 3 B. All of these are correct.
C. There are limited number of stories about women that are
being reported.
Name:__________________________ Grade/Strand:__________ D. There were limited number of stories that focuses on women
in politics and governance
Date:___________________________ Score:________________ 5. What can be done to address this negative portrayal of women in
media?
A. Women themselves should initiate a campaign to ensure that
Instructions: Read and understand the questions or statements below. media companies will change the way they portray women.
Encircle the letter of the correct answer. B. Media literacy should be promoted among the audiences.
C. Media companies themselves should regulate the portrayal
1. How does the media portray women? of women in their own shows.
A. Popular media focuses much more heavily on a whole host D. All of these are correct.
of negative or limiting aspects of women, including an intense
scrutiny of and emphasis on their looks.
B. Women continue to be predominantly represented in passive
and stereotyped roles in film and television.
C. There has been a slight but positive shift in how women are
portrayed in media.
D. All of these are correct
2. What is the effect of this media stereotypes of women to the
women themselves?
A. Women are not at all happy with the way they look.
B. All of these are correct.
C. Some women believes that it is acceptable for a man to hit
his partner if she dresses in sexy or revealing clothes in pub-
lic.
D. it has a huge impact on how girls and women are viewed and
view themselves
3. What is the reality of women working in media?
A. The news industry still hasn't achieved anything that resem-
bles gender equality.
B. Men still dominate "hard news."
C. Opinions are apparently a male thing.
D. All of these are correct.

21
 POLYTECHNIC COLLEGE OF DAVAO DEL SUR, INC. CHAPTER V
Mac Arthur Highway, Brgy. Kiagot, Digos City
Assessment
MEDIA AND INFORMATION
SOURCES
Name:__________________________ Grade/Strand:__________
Date:___________________________ Score:________________

LEARNING COMPETENCY:
Instructions: Read and understand the questions or statements below.
Write your answer in the space provided. • Compares potential sources of media and information.
• Interviews an elder from the community regarding indige-
nous media and information resources.
1. ___________Emerged as one of the best media platform for the
dissemination of urgent and substantial news.
2. ___________Refers to groups that communicate information
and news to people.
Lesson
3. ___________Cannot produce breaking and urgent news. SOURCES OF MEDIA AND INFORMATION
4. ___________Urgent and important news can easily be spread. 1
5. ___________Widely used for entertainment, knowledge and for
communication. Introduction
6. ___________The year were radio broadcasting started.
7. ___________The ownership of multiple content and/or multiple People nowadays experience what we call tyranny of choices. It means
distribution channels. that they have a lot of options where to get information, but at the end
8. ___________First company in Europe to practice media conver of the day, they are already confused on where to get these infor-
gence. mation.
9. ___________One of the most vulnerable sectors in the society that Information can almost be found anywhere: from people, books, jour-
experiences media stereotypes. nals, websites, even from social networking sites. It is important for me-
10. ___________The replication of a normative heterosexual life dia consumers to important to understand these types and to know
style excluding sexuality. what type is appropriate for your coursework prior to searching for infor-
mation.
In general, there are three types of resources or sources of information:
primary, secondary, and tertiary.
These sources are also subcategorized into internal and external infor-
mation.

22
Primary Information sources, second-hand versions. They are generally accounts written
Primary sources are original materials on which other research studies after the fact with the benefit of hindsight. Secondary sources describe,
are based. They report a discovery or share new information. First- analyze, interpret, evaluate, comment on and discuss the evidence pro-
hand accounts and information relevant to an event are presented by vided by primary sources.
this type of information source. They present information in its original Some examples of secondary sources of information are:
form, not interpreted or condensed or evaluated by other writers. They
• Reference materials – dictionaries, encyclopedias, textbooks;
are usually evidence or accounts of the events, practices, or conditions
being researched and created by a person who directly experienced • Books and articles that interpret, review, or synthesize origi-
that event. Primary sources are the first formal appearance of results in nal research/fieldwork such as commentaries, criticisms, his-
print or electronic formats tories, literature reviews, and monographs.

Examples of primary sources of information are: Tertiary Information

• Original Written works - diaries, court records, interviews, surveys, The third source of information is the tertiary source. Generally, tertiary
and original fieldwork, journalistic reports, financial reports, government sources are not considered to be acceptable material on which to base
documents, archeological and biological evidence, court records, academic research. Tertiary sources are usually not credited to a par-
ephemerals (posters, handbills), literary manuscript and minutes of ticular author. They are intended only to provide an overview of what
meetings the topic includes, its basic terminology, and often references for further
reading.
Examples of tertiary sources of information are guidebooks, manuals,
Research published in scholarly/academic journals population registers statistics, fact books, abstracts, indexes, and bibli-
They may also come in various forms: ographies.

• Print - letters, speeches, patents, photographs, survey re- Similarities and Differences of the Three Sources of Information
search, original, documents, and records of organizations It is sometimes difficult to differentiate between primary, secondary and
and government agencies; tertiary sources. The following publication details of the information
• Electronic - e-mail communication, video recordings, and au- adapted from University of Wisconsin libraries can be helpful in deter-
dio recordings; and mining whether a material is primary, secondary or tertiary source:
• Others - artifacts and works of art, architecture, literature,
• Timing of the event recorded - If the article was composed
and music
close to the time of the event recorded, chances are it is pri-
Secondary Information mary material.
On the other hand, a secondary source of information is one that was • Rhetorical aim of the written item - Often, an item that is writ-
created by someone who didn't have first-hand experience or did not ten with a persuasive, or analytical aim is secondary material.
participate in the events or conditions being researched. A secondary These materials have digested and interpreted the event, ra-
source of information is one that provides information from a source ther than reported on it
other than the original. Secondary sources are processed primary • Context of the researching scholar

23
Internal and External Information Newspapers are collections of articles about current events usually
Information can also be classified as internal and external information. published daily. Since there is at least one in every city, it is a great
source for local information.
Internal information may be available from a number of sources within
the organization:
Newspapers
• Marketing and sales information on performance, revenues,
markets shares, distribution channels, etc. Newspapers are intended for general audiences, but one should watch
• Production and operational information on assets, quality, for:
standards, etc. • Authors usually not experts
• Financial information on profits, costs, margins, and cash • If a story is breaking, corrections to initial report likely
flows, investments, etc.
• Editorial bias of a publication
• Internal documentation such as order forms, invoices, credit
notes, procedural manuals. Some examples of local newspapers are Philippine Daily Inquirer, Phil-
ippine Star, and Manila Bulletin.
Some examples of external information are:
Magazines
• Census figures
Another source of information is the magazine. A magazine is a collec-
• Telephone Directories
tion of articles and images about diverse topics of popular interest and
• Judgments on court cases
current events. Usually these articles are written by journalists or schol-
• Computer users' yearbook ars and are geared toward the average adult.
• Legislation, for example
Popular magazines are intended for general audience, or those with a
• Gallup polls the Data Protection Act
specific, recreational interest (e.g. sports, fashion, science, etc.). One
• National opinion polls should consider the authority of its writers, citation of sources, and edi-
• Trade journals torial bias of the publication.
• Ordnance Survey maps
On the other hand, professional and trade magazines are intended for
• Professional publications
professional organizations or professionals or scholars with similar in-
• Financial services agencies such terests. Readers should watch for articles that vary between short and
• Industry standards as Dunn and Bradstreet easy to lengthy and highly specific; that lacks attribution of sources;
• The Internet and that has characteristics in common with both popular magazines
and scholarly journals.
Source of Information
As we know, there are three types of resources or sources of infor- Academic Journals
mation. It is also important to understand the specific sources of infor- Aside from magazines, one can also gather some important information
mation in order for us to know what, where, when, and how can we get from a journal.
various information from these sources.

24
A journal is a collection of articles usually written by scholars in an aca- Websites
demic or professional field. An editorial board reviews articles to decide
Aside from almanacs, websites are best for looking news, government
whether they should be accepted. Articles in journals can cover very
information, company information, and alternate points of view.
specific topics or narrow fields of research.
They are intended for the general audience, but the information gather-
These are intended for scholars, researchers, professionals, and uni- er should check for the credibility, accuracy, and sources of the articles,
versity students in particular field. One should be careful for terminolo- and their publication bias.
gies and/or data that are difficult to understand.
Some examples of local journals are Journal of Counseling Psycholo-
gy, Philippine Law Journal, and Ateneo Law Journal. Databases
Due to the advancement of technology, databases make the lives of
researchers easier and more efficient. They also contain citations to
Books podcasts, blogs, videos, and other media types. Some databases con-
Aside from academic journals, books are also one of the best source of tain abstracts or brief summaries of the articles, while other databases
information. Books cover virtually any topic, fact or fiction. For research contain complete, full-text articles.
purposes, you will probably be looking for books that synthesize all the Some examples of databases are Ebscohost and Proquest.
information on one topic to support a particular argument or thesis.
Library Catalogs
Libraries organize and store their book collections on shelves called
Library catalogs are organized and searchable collections of records of
"stacks."
every item in a library. They will point you to the location of a particular
Its intended audience varies from general audience to scholars. One source, , or group of sources, that the library owns on your topic.
should be mindful for dated information and publication bias.
Some examples of library catalogs are the virtual catalogs of National
Library of the Philippines and University of the Philippines Diliman.
Almanac Encyclopedias
Almanac also contains tons of interesting information, such as weather Aside from library catalogs, encyclopedia are also a great source of in-
predictions, the best dates for planting crops, when the sun will rise and formation. They are collections of short, factual entries often written by
set, the dates of eclipses and the times of tides. Almanacs even include different contributors who are knowledgeable about the topic.
such miscellaneous information as world records, population statistics,
There are two types of encyclopedias: general and subject. General
recipes, holiday trivia and predictions about trends in fashion, food,
encyclopedias provide concise overviews on a wide variety of topics.
home decoration, technology and lifestyle for the upcoming year.
Subject encyclopedias contain in-depth entries focusing on one field of
Examples of an almanac include the Time Almanac and the Farmers' study. They are best for looking for background information on a topic
Almanac. and finding key ideas, important dates or concepts.
Some examples of encyclopedia are African-American Encyclopedia,
Encyclopedia Americana, and World Book.
25
 POLYTECHNIC COLLEGE OF DAVAO DEL SUR, INC. 5. Which of these is a secondary source of information?
Mac Arthur Highway, Brgy. Kiagot, Digos City A. Textbook
Activity 1 B. All of these are correct.
C. Dictionary
Name:__________________________ Grade/Strand:__________
D. Encyclopedias
Date:___________________________ Score:________________ 6. What are tertiary sources of information?
A. All of these are correct.
Instructions: Read and understand the questions or statements below. B. These are materials in which the information from secondary
Underline the letter of the correct answer. sources has been "digested" - reformatted and condensed, to
put it into a convenient, easy-to-read form.
1. In general, information can be derived from how many types of re- C. These are used to organize and locate secondary and prima-
sources or sources of information? ry sources.
A. 2 C. 4 D. These are sources which are once removed in time from sec-
B. 3 D. 1 ondary sources
2. What are primary sources of information?
7. Which of this is a tertiary source of information
A. These are original materials on which other research is
based. A. Directories
B. All of these are correct. B. Chronologies
C. They report a discovery or share new information. C. Classifications
D. These are where pieces of information appears for the first D. All of these are correct.
time. 8. How can one determine whether a material is primary, secondary or
tertiary source?
3. Which of these is an example of a primary source of information? A. By checking the timing of the event recorded
A. Eyewitness accounts B. All of these are correct.
B. Poems C. By checking the context of the researching scholar
C. All of these are correct. D. By checking the rhetorical aim of the written item
D. Original research.
9. What are sources of information that are vital to the successful man-
4. What are sources of information that describe or analyze primary agement of the organization and are available from a number of
sources of information? sources within the organization?
A. Internal Sources A. Internal Information
B. External Sources B. All of these are correct.
C. Secondary Sources C. Abstract
D. Tertiary Sources D. External Information

26
10. What is external information?
A. This covers any documentation relating to a subject area pro- Lesson INDIGENOUS MEDIA AND INFORMATION
duced as a summary or detailed report by an agency external 2 RESOURCE
to an organization.
B. These are concerned with what is happening beyond the Introduction
boundaries of the organization.
C. All of these are correct. During the pre-colonial and Spanish colonial era, there were limited
D. These information may be obtained from government agen- number of media where people can get information. In fact, traditional
cies or private information providers. and indigenous media before were not only intended to disseminate
information. They are also created to entertain the natives in various
occasions, serve as an oral history to be passed to the next genera-
tions, and act as socializing agent among the people living in the com-
munity.
Some of the indigenous media include bugtong, salawikain, tanaga,
folk epics, duplo, karagatan, pananapatan or panunuluyan, tibag, pasy-
on, cenaculo, awit, corrido, carillo, moro-moro, and comedia.
Riddle
The riddle is usually a test of wit which requires that the audience sees
the meeting between the object literally described and the object re-
ferred to. It becomes a test of memory especially with those riddles
whose answers have to be learned by heart to be known.
The first line gives a general impression of subject, usually stated meta-
phorically. The second line presents a clue that only seems to compli-
cate the problem created in the first. The clues, however, are not nec-
essarily always added details. Sometimes, they may be puns, meta-
phors, onomatopoeic words that suggests the answers.
Common objects are exaggerated when described in a riddle, but there
is no attempt to glamorize the commonplace. The tendency, as matter
of fact, is to pull down to earth (through the answer) what the imagina-
tion has raised to the level of fantasy.
An example of a riddle is “Kung umupo ay mataas, kung tumayo ay
mababa.”

27
Salawikain/Proverb Most epics are handed down orally from generation to generation. Old
men recite them from memory. These epics tell of love, war, divina-
Unlike the riddle, which reflects life without comment, the proverb
tions, magic, and charms-usually revolving around the life of the hero.
makes a statement about what it describes. They provide people with Many episodes also attempt to explain the origin of things and other
lessons that allow them to cope with the problems of living. natural phenomena. For instance, the heroes could be the first men to
The first line usually refers to a situation and the second makes an ob- practice agriculture, weaving, or fishing.
servation about it.
Another common characteristic of a salawikain is realism of imagery. It Duplo
derives its images from the daily life and environment of the folk. How-
Duplo was also first introduced in the pre-Spanish period in connection
ever, while the riddle tends to fantasize the subject, the proverb ever
with mourning rituals and later with harvest celebrations. The puns,
does. The salawikain employs irony, which may be created by using
jokes, and riddles became so emphasized that the prayer itself became
contrasts. The use of irony and the homeliness of imagery combine to
minor and was relegated to the end of the ceremony. This prayer in
give the salawikain an earthly humor that tempers the censorious tone.
verse was called by the Tagalog people the dalit.
An example of a salawikain is “Ang hindi marunong magmahal sa saril-
ing wika ay mas mabaho pa sa malansang isda.” Generally, some of the duplo players accuse others of fancied crime
and the accused defend themselves. The dialogue becomes very ani-
mated with quotations from the Awits and corridos thrown into the de-
bate. Rules of logic are hardly observed. When one debater gives an
Tanaga
incorrect answer to a riddle, he is usually forced to give a dalit.
The tanaga or short poems are full of metaphors in the sense that its
single metaphor establishes an analogy between human experience
and an aspect of man's environment. Karagatan
The metaphor in tanagas or short poems is referred as talinhaga which Another form of indigenous media is the karagatan. Whereas the duple-
is associated with mystery, obscurity, and parabolic speech. The tana- ros are generally well-trained players, the karagatan players are merely
ga, considered a short poem, takes on an emotional and intellectual guests who are called upon to extemporize verses. Among the Visa-
expressiveness not found in proverbs. But the tanaga appears as an yan, the karagatan is by no means considered a parlor game. It is de-
extension of the salawikain in many cases. The four lines divide them- signed to idle the hours away during a wake and to comfort the be-
selves into couplets, which could pass for two proverbs.
reaved ones. The losers in the game can reclaim the object of the bat-
tle only after reciting a loa or a declamation.
Folk Epics Generally, karagatan has a love team. The characters merely parade
on stage, speaking their versified lines.
Folk epics are known as a long oral narrative based on tradition, be-
liefs, customs, ideals, and social values. Some ethnic groups have pre-
served some epics, sometimes called ethno epics.

28
Panunuluyan Pasyon consisted mainly of chanting in vernacular Biblical passages.
The chanters, who knelt devoutly for long hours, usually had memo-
The panunuluyan is also usually performed on Christmas Eve, before
rized the entire book from the temptation of Adam and Eve, to the birth,
the midnight mass. An elaborate affair, the panunuluyan is generally sufferings, and death of Christ. No interruption is to be allowed in the
organized by a town school or the local parish. chant. Hence, stand-ins are ready to relieve the readers who want to
In a panunuluyan, Joseph is played by a typical swain and Mary by a sleep or eat. Often, however, challengers from another community
pretty girl of the community. Their looks, however, are not the only as- sometimes interrupt the chanters by asking questions and riddles to
test the reciters' knowledge of the Sacred Book.
sets to be considered. They are also selected for their ability to sing.
The play, in the form of a procession, shows Joseph and Mary Going Cenaculo
from one house to another, entreating for lodging. Each innkeeper de- Cenaculo is also a theatrical presentation of the passion and death of
nies them, using poetic language. The procession winds up in church Jesus Christ and may be said to the pasyon on stage.
where the drama ends and the Christmas midnight mass begins.
Its name probably is derived from the word "cenacle," the place where
the apostles gathered after the resurrection. Often, the cenaculo is pre-
Tibag ceded by the enactment of the Creation and other events in the Bible.
The cenaculo is episodic, running for about nine nights to complete.
Aside from panunuluyan, tibag is also one of the most famous indige-
nous media during the Spanish era. The word tibag comes from the act The cenaculo may be presented in two ways:
of excavating the three mounds during the search of the cross. This is
performed in commemoration of an event that brought St. Helena to the • Hablada: The lines are spoken deliberately slow, rhythmical-
discovery of the correct cross. The cross is "buried" somewhere in the ly, emphasizing the rhyming in each stanza and conveying
barrio, usually in the church patio, in front of or near a chapel. A girl the dignity of the theme and the presentation.
dressed as St. Helena, together with St. Constantine the Great and • Cantada: The lines are also chanted slowly. When the char-
some soldiers, start looking for the cross at about three o'clock in the acters are important, such as Christ or Mary, the passages
afternoon, on the day before the fiesta. When the cross is found, a pro- are sung. The other characters may speak the lines, even
cession starts and winds up in the chapel. The structure of a Tibag is
improve them.
in verse form.
In these presentations, a chorus remains on the stage throughout to
Pasyon
sing the descriptive passages. Each main character has his own leitmo-
The Pasyon (or Passion of Christ) came around the seventeenth centu- tif-soft, sweet, strains of music for Jesus and his disciples, and martial,
ry among the various Christianized groups in the Philippines. The first clanging marches for the Romans. The orchestra remains silent when-
Tagalog pasyon was produced in 1704. The other subsequent pasy- ever a character chants his lines.
ons, however, start with the creation of the world to the death and res-
urrection of Jesus Christ. The pasyon was a very popular Lenten activi- Awit
ty which was undertaken in order to "purify one's soul."
Another form of indigenous media is the Awit. The English equivalent of
the awit is the metrical romance. It usually deals with love between a
Moro princess and a Christian warrior, or a Christian princess and a

29
Moro prince. ing them.
If the awit is written in four twelve-syllable lines, the corrido is written in Moro-moro is presented by using brilliant pageantry, elegant poetic lan-
four eight-syllable lines. The corrido deals mainly with the lives of saints guage, pompous gestures and exaggerated acting. It also uses cym-
and biblical characters. Both the awit and corrido appear to be escapist, bals, stirring martial music as well as sentimental songs like the
fantastic adventures, and miraculous happenings set in the distant kundiman. The verses are sometimes genuine poetry and some of the
past. These two became the center of family and neighborhood recrea- loveliest native songs in the Philippines.
tion on Sundays, holidays, and hours of leisure. They then immediately
became popular principally because they provided temporary release
from the harsh realities. They provided "safest" entertainment during
the Spanish period when political literary censorship was strict.
Carillo
Another form of indigenous media is the carillo. Brought to the Philip-
pines by a Spaniard, the Carillo, like its counterpart in China and Ja-
pan, consists of manipulating figures by skillful hands. Oftentimes,
these movements and gestures were without rhyme and reason, a sort
of pantomimic cadenza. Action was usually accompanied by dialogue
furnished by the manipulator or the prompter. Generally, the action
dwelt on historical romances.
Carillo was often presented on moonlight nights after a harvest. It also
offered a simple but interesting entertainment with interludes of native
songs. Because the Carillo does not need many performers, it can eas-
ily be shown anywhere. It is not surprising, therefore, that Carillo shows
later made use of the Tagalog comedias.

Moro-Moro and Comedia

Moro-moro and comedia are also theatrical presentations intended to
convert. Knowing the powerful influence of that plays had on the com-
munity, many author-priests used plays to convert natives to Christiani-
ty. The Spanish priest in every town decided the kind of plays to be
staged. Thus, inevitably, the predominant theme of every drama was
the triumph of Christianity over paganism or Islam. Family problems
and love tangles were added to lend the play's color. But in the end,
Christians always vanquished non-Christians by converting and baptiz-
30
 POLYTECHNIC COLLEGE OF DAVAO DEL SUR, INC. POLYTECHNIC COLLEGE OF DAVAO DEL SUR, INC.
Mac Arthur Highway, Brgy. Kiagot, Digos City Mac Arthur Highway, Brgy. Kiagot, Digos City
Activity 2 Assessment
Name:_____________________________ Name:__________________________ Grade/Strand:__________
Grade/Strand:_______________________ Date:___________________________ Score:________________
Date:______________________________ Score:__________

Instructions: Read and understand the questions or statements below.

Instruction: Construct a riddle and a proverb. Make sure that it helps Underline the letter of the correct answer.
the readers to become a responsible user of information.
1. What traditional/indigenous media is considered to be an exercise
of intellectual skill and quickness of wit?
Riddle: A. Tanagas(Short Poems)
_________________________________________________________ B. Folk Epics
_________________________________________________________ C. Bugtong (Riddle)
_________________________________________________________
_________________________________________________________ D. Duplo andKaragatan
_________________________________________________________ 2. What traditional/indigenous media is considered to be an exercise
__________________________________________________ of intellectual skill and quickness of wit?
A. Tanagas(Short Poems)
Proverb: B. Folk Epics
_________________________________________________________ C. Bugtong (Riddle)
_________________________________________________________ D. Duplo andKaragatan
_________________________________________________________
_________________________________________________________ 3. Describe the imagery of the riddle.
_________________________________________________________ A. It was often drawn from legendary stories, largely from Eu-
__________________________________________________ rope.
B. It employs irony, which may be created by using contrasts.
C. It is always homely, generally drawn from the immediate en-
vironment of the folk.
D. It uses brilliant imagery, elegant poetic language, pompous
gestures, and exaggerated acting.
31
4. Which of this is an example of bugtong or riddle? 9. These are pieces that contain more than two lines. The majority are
A. All of these are correct. quatrains that are made up of either seven- or eight-syllable lines.
B. Ang lumakad ng marahan, matinik man ay mababaw lamang. A. Folk Epics
C. Kung umupo ay mataas, kung tumayo ay mababa. B. Duplo
D. Biagni Lam-ang. C. Karagatan
5. What is a salawikain or proverb? D. Tanagas
A. It is a practical guide to living life. 10. Tanaga’s metaphor is known as:
B. It is presented during the May time festival in barrios or towns A. Hakahaka
having devotions to the Holy Cross. B. Pag-unawa
C. It is used to relieve the monotony and sadness of the prayers C. Talinhaga
of the dead. D. None of this is correct.
D. It is a long narrative based on tradition, beliefs, customs, ide-
Instructions: Write T if the statement is true and F if the statement is
als, and social values.
false.
6. What is the structure of a salawikain or proverb?
A. This is a religious drama form that evolved and flourished 1.______ General and Subject are types of encyclopedias.
during the Spanish era. 2.______ Virtual Catalogs are example of library catalogs.
B. It usually consists of two rhyming lines. 3.______ Database doesn’t contain citations
C. It is in verse form. 4.______ Time Almanac and the Farmers' Almanac are example of
D. It is a debate. almanac.
7. Describe the imagery of a salawikain or proverb. 5.______ Professional publications is an external information.
A. It appears to be escapist, fantastic adventures or miraculous
happenings set in the distant past.
B. It is about the life and death of Jesus Christ.
C. It uses realism in its imagery.
D. It is dramatic in nature
8. Which of this is an example of a salawikain?
A. Ibong Adarna.
B. Ang hindi marunong mag mahal sa sariling wika ay mas
mabaho pa sa malansang isda.
C. Noli Mi Tangere
D. Buto't balat lumilipad.

32
 Reference:
QuexBook (Media and Information Literacy) Mobile Application

Prepared by:

ALIAN R. ALCARIA
MIL Teacher

Checked by:
ROSA A. ZOZOBRADO, MAED, MAECO
Principal

33