Media and Information Literacy Notes

3rd Quarter

LESSON 1: INTRODUCTION
WESTLEY AND MACLEAN’S MODEL
TO MEDIA AND INFORMATION OF COMMUNICATION
LITERACY

COMMUNICATION
- Act or process of using words,
sounds, signs, or behaviors to
exchange information or to
express your ideas, thoughts,
feelings, etc., to someone else
BERLO’S SMCR MODEL OF
TRANSMISSION MODELS COMMUNICATION

LASWELL’S COMMUNICATION MODEL

(1948)

MEDIA LITERACY
SHANON-WEAVER’S COMMUNICATION - Ability to read, analyze, evaluate,
MODEL (1948) and produce communication in a
variety of media forms

INFORMATION LITERACY
- Ability to recognize when
information is needed and to
locate, evaluate, effectively use
and communicate information in
its various formats

OSGOOD-SCHRAMM MODEL OF TECHNOLOGY OR DIGITAL LITERACY

COMMUNICATION (1954) - Ability to use digital technology,
communication tools or networks
to locate evaluate, use, and
create information

MEDIA AND INFORMATION LITERACY

- Empowers citizens to access,
retrieve, understand, evaluate,
and use, create, and share
 Media and Information Literacy Notes
3rd Quarter

information and media contents in LESSON 2: EVOLUTION OF

all formats.
COMMUNICATION
- Essential competencies that
allow citizen to engage with media
and other information providers
effectively and develop critical EVOLUTION OF COMMUNICATION
thinking and life-long learning skills
a. Smoke signals
RESPONSIBLE USE OF MEDIA AND b. Mail Courier (5000 A.D.)
INFORMATION c. Telegram (1838)
d. Telephone (1849)
a. Be mindful of your emotions e. 2 way radio (1969)
- We must know how to f. First mobile mast installed (1973)
handle our emotions g. Internet (1990)
online
TRADITIONAL VS NEW MEDIA
b. Don’t be glued to your smartphone
- Don’t engage most of your TRADITIONAL NEW
time to your smartphone
because it can cause a. Limited a. More interactive
headaches and blurred b. One-directional b. Can send
c. sense receptors feedbacks
eyes
used are very C. integrate all the
specific aspect of old media
c. Don’t Plagiarize
- Don’t be too dependent on
other people’s work. Don’t EVOLUTION OF SOCIAL MEDIA
directly rob other person’s
work a. Blogging (1997)
b. Instant Messaging Service
d. Don’t trust just verify c. Friends Reunited (1999)
- You shouldn’t trust d. Friendster (2002)
everything posted on e. Myspace (2003)
social media, learn how to f. Podcast, flicker, linkedin (2003)
justify g. Facebook (2004)
h. Bebo (blog early blog often) (2005)
e. Avoid sharing personal details i. Youtube
- Sharing your personal j. Twitter (2006)
details online may backfire k. Tumblr
and it can be used l. Pinterest
against you m. Google plus
n. Wordpress
f. Know the rules o. Instagram
- When you know the rules,
everything will fall to their
right place
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3rd Quarter

LESSON 3: NORMATIVE - media gives true - media might not

THEORY OF THE PRESS information always act
- no censorship responsibly
- all individuals can - people might not
express their always have good
NORMATIVE THEORY OF THE PRESS opinions in the intentions
- Proposed by Fred Siebert, media openly - cannot make
Theodore Peterson, and Wilbur - healthy rational judgment
competition among - freedom of diff
Schramm
thoughts and ideas people might cause
- Book: Four theories of the press - prevents a conflict
- Concerns about the ownership of corruption - harmful for
the media and who controls the - functions with privacy
press or media in the country democracy - challenge the
security of state
AUTHORITARIAN
SOCIAL RESPONSIBILITY
- Originated from the philosophy of - Ethics that guide any action, it
plato (407-327 B.C.) puts an obligation towards
- English monarchs used this environment, society, culture,
approach when the printing press and economy
was invented by censoring, - The media should not harm, but
licensing, taxation, and making should promote environment and
laws socio-cultural aspects in relation
- Mass media is influenced and to the economy of the place
overpowered by power and - Encourages total freedom to
authority in the nations press and no censorship, it
- Press and media cannot work should be regulated according to
independently and their works are social responsibilities and external
suspected to censorship controls
- Content is also filtered through
LIBERTARIANISM public obligation and
interference
- LIBERALISM: Information is
knowledge, and knowledge is ORIGIN
power 20th Century
- Free from any authority or any - used mostly by developing and
control of censorship least developed countries
- An idea of individualism and limited 1949
government which is not harmful to - The theory started from europe
another and took a shape with the
- E.g. Feedbacks commision on the freedom of
Press that happened in the US
1956
- The model was designed formally
by Siebert, Peterson, Shramm in
their book
STRENGTHS WEAKNESSES
SOVIET / COMMUNIST THEORY
 Media and Information Literacy Notes
3rd Quarter

- The ownership of the media is

with the state and the country 4. “Watchdog” role of journalism
runs the media as per their wishes - Criticize the government
to fulfill their propaganda of
control 5. Channel for Advocacy
- E.g. for political viewpoints
ORIGIN
- Proposed by George W.F. Hegel, ADVANTAGES AND DISADVANTAGES
Karl Marx with Engels in 19th OF MASS MEDIA
Century
- Mass media was supposed to be ADVANTAGES
responsible for socialist system
of governance and communist 1. It helps us learn new things
media was supposed to help in 2. Helps us spread news and
implementing social policies information quickly and easily
- Communist and Marxist 3. Helps people around the world
government rule was practically understand each other and
used by Soviet Union in 1917 accept their differences

AUTHORITARIAN VS COMMUNIST
DISADVANTAGES
1. Spread of false information
AUTHORITARIAN COMMUNIST
2. Distracts you from studying,
There is private Control lies in very working, and spending time with
ownership of small number of your family
media leaders

LESSON 4: FUNCTIONS OF
COMMUNICATION AND MEDIA

1. Monitoring Function
- Inform citizens of what is
happening

2. Educate the audience

- Meaning and significance
of facts

3. Provide a platform for public

disclosure
- Public opinion and
expression of dissent
- Public opinion: views
prevalent among the
general public