Colegio San Agustin – Bacolod

Senior High School Department

Media and Information Literacy

LESSON 1:
Introduction to Media and Information Literacy

COMMUNICATION - is a process of transferring message from a source to a receiver through a channel,

with expected responses or feedback.

ELEMENTS OF COMMUNICATION
1. SOURCE/SENDER
It is where the information emanates. When using technology this is the
transmitter.
2. INFORMATION/MESSAGE
Facts provided or learned about something or someone; what is being conveyed in a communication.
3. CHANNEL
It is a passageway, the medium of access for a thing, a communication, or an idea.
4. RECEIVER
The person that gets the information relayed. The device that
reproduce the signal back to analog form so man can understand.
5. FEEDBACK
The receiver's reply to the message.

Verbal Communication
• Communicating with the use of words
• It may be through oral or written.
Non-Verbal Communication
• communicates without the use of words through signs, symbols, gestures, body language, facial
expressions, images, colors, etc.

LINEAR MODEL
• It only looks at one-way communication

INTERACTIVE MODEL
• It looks at two-way communication.

TRANSACTIONAL
• It looks at two-way communication where the message gets more complex as the
communication event progresses.

What is MEDIA?
- It refers to the combination of physical objects used to communicate or mass media communication
through objects such as radio, television, computers, telephones, film, etc.
- A source of credible information in which contents are provided through editorial processes.
- Types of Media: Print; Broadcast, and New Media
- It is the main means of mass communication (broadcasting, publishing, and the Internet) regarded
collectively. (Oxford Dictionary)

Media Literacy
- is the ability to access, analyze, evaluate, and create messages across a variety of contexts
 Colegio San Agustin – Bacolod
Senior High School Department

Media literacy concerns the interactions among the texts, the competence to understand and become
critical of it, and the power that a media-literate person has. Thus, it allows the audience to become
proactive media users, knowledgeable and responsible netizen, and empowered individuals who can
not only identify but also challenge sources of inequality in the media landscape.
Here are some of the changes one can observe in the production of media contents today:
1. Media contents produced by large companies can also be produced by average internet users.
2. Online users take an active role in information sharing.
3. Media companies scout for user-generated content.
4. User-generated content becomes free advertising.

Media content consumption has also changed, as evident in the following:

1. Providing feedback is easy.
2. Media companies easily track consumer behavior.
3. Consumption can turn into collaboration.
4. Consumption also becomes a communal experience.

The changes in the media landscape have also allowed new ways of representation:
1. Media is able to host and represent various cultures.
2. Users are also able to represent their own individualities, cultures, and voices.
3. Some content representations have varying effects on people.
4. Multiple realities are represented in various media forms and from various sources.
5. As media content is presented, represented, and re-represented, messages are reinforced,
reinterpreted, or given new meanings.

Information Literacy
- a set of abilities requiring individuals to recognize when information is needed and have the
ability to locate, evaluate, and use effectively the needed information

Information Disorders
1. Misinformation - information that people share without proper verification believing that it’s true
2. Mal-information - information that may be true or has some truth in it but is disseminated for
harmful intentions
3. Disinformation - information that people share despite their awareness that it’s false. As information
literate individual, you should equip yourself with skills to help you discern information

BIG 6 Approach introduced by Eisenberg and Berkowitz (1988)

Here are some sites and apps that you can use to fact-check information in the internet.
1. Google Fact Check Explorer (https://toolbox.google.com/factcheck/explorer)
Labels information as “False or Misleading”
2. (Smartphone) FactStream for iOS and Logically for Google Play
3. Snopes (https://www.snopes.com/)

Technology Literacy
- is the “ability to safely, responsibly, creatively, and effectively use appropriate technology” for
communication; information; problem solving and innovation; knowledge sharing; learning
enhancement; critical thinking in real-world experiences; adapting to changing technologies; and
the gratification of personal needs, interests, and learning styles.

Developing technology skills means honing your skills in terms of the following:
1. Technical proficiency
 Colegio San Agustin – Bacolod
Senior High School Department

2. Creativity
3. Innovativeness
4. Digital citizenship
5. Transmedia engagement

Technology Acceptance Model by Davis (1989)

Technology - pushes forth the changes in media forms around us. It has also changed the ways by
which people perform daily tasks. However, technology does not necessarily concerns gadgets and
computers, machines, devices or tools that improve life functions but also the application of science.

Technology literacy therefore is the mastery of higher-order thinking skills and practical skills that
would help you navigate technology efficiently and productively. Needless to say, technology literacy
skills are important in preparing for your future careers.

What It Takes to Be Media and Information Literate:

There are two factors that can influence you to become a media and information literate individual. One is
clarifying your goals and motivations for seeking information. The greater your need, the more effort
you exert to become selective of the information at your disposal. Another is acquiring more skills in
discerning, appreciating, and filtering information. This involves being more media savvy and better
acquainted with information sources.