12

Media and
Information
Literacy
Quarter 3 - Module 5:
Media and Information
Languages
Media and Information Literacy– Grade 12
Alternative Delivery Mode
Quarter 3 – Module 5: Media and Information Languages
First Edition, 2019

Republic Act 8293, section 176 states that: No copyright shall subsist in any work of
the Government of the Philippines. However, prior approval of the government agency or
office wherein the work is created shall be necessary for the exploitation of such work for
profit. Such agency or office may, among other things, impose as a condition the payment of
royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this book are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from
their respective copyright owners. The publisher and authors do not represent nor claim
ownership over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio
Assistant Secretary: Alma Ruby C. Torio

Development Team of the Module

Author: Romalyn A. Rizardo
Editor: Krislene C. Dela Cruz
Reviewers: Mary Ann A. Javier, Amalia C. Solis and Julius J. Jardiolin
Management Team: Malcolm S. Garma, Regional Director
Genia V. Santos, CLMD Chief

Dennis M. Mendoza, Regional EPS In-Charge of LRMS

Micah S. Pacheco, Regional ADM Coordinator
Aida H. Rondilla, CID Chief
Lucky S. Carpio, Division EPS In-Charge of LRMS and
ADM Coordinator

Printed in the Philippines

Department of Education – Bureau of Learning Resources (DepEd-BLR)

Office Address: DepEd Complex, Meralco Ave., Pasig City, Metro Manila
Telefax: (+632)8636-1663 | 8633-1942 | 8635-9817 | 8638-7530 | 8638-7531 |
8638-7529 |
(+63919) 456-0027 | (+63995) 921 8461
E-mail Address: [email protected]
 12

Media and
Information
Literacy
Quarter 3 – Module 5:
Media and Information
Languages

This instructional material was collaboratively developed and reviewed by educators from public and

We value your feedback and recommendations.

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Introductory Message
For the facilitator:
This module was collaboratively designed, developed, and reviewed by
educators to guide you, the teacher or facilitator, in helping the learners meet the
standards set by the Department of Education. This module primarily aims to help
the learners understand the lessons in Media and Information Literacy based on
the Most Essential Learning Competencies and see their relevance to real-life
through a fun-filled learning experience. This module hopes to engage the learners
in guided and independent self-learning activities at their own pace and time.
Furthermore, this also aims to help learners acquire the necessary 21 st-century
skills while considering their needs and circumstances.
As a facilitator, you are expected to orient the learners on how to use this
module. You also need to keep track of the learners’ progress while allowing them
to manage their own learning. Furthermore, you are expected to encourage and
assist the learners as they do the tasks included in the module.

For the learner:

Welcome to the Media and Information Literacy Grade 12 Alternative
Delivery Mode (ADM) Module. This module was designed to provide you with fun
and meaningful opportunities for guided and independent learning at your own
pace and time. You will be enabled to process the contents of the module while
being an active learner.
Specifically, this module aims to help you acquire and apply knowledge
about media and information languages, which will help you understand how
information, signs, symbols, and meanings are communicated through various
media by analyzing media samples and creating an advertisement.
This module contains the following parts: a. What I Need to Know
(Introduction and Learning Objectives), b. What I Know (Pretest), c. What’s In
(Review), d. What’s New (Introductory activity), e. What Is It (Content Discussion), f.
What’s More (Enrichment Activities), g. What I Have Learned (Generalization), h.
What I Can Do (Application), i. Assessment (Posttest), Additional Activities, Answer
Key, and References.
To enjoy learning about the lesson, you must set aside all other tasks that
will disturb you while answering the module. Use the module with care. Do not put
unnecessary mark/s on any part of the module. Follow carefully all the contents
and instructions indicated on every page of this module. Take note of the
significant concepts you find in the lesson, which you may use for future
references. Keep in mind to USE SEPARATE SHEETS OF PAPER in doing all the
provided activities to meet all the lesson’s objectives. If you encounter any difficulty
in answering the tasks in this module, do not hesitate to consult your facilitator.
After accomplishing all the activities, let your facilitator/guardian assess your
answers. The success in accomplishing this module depends on your will and grit.
Keep going and enjoy learning!

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 What I Need to Know

This module was designed and written to help you understand various
media and information languages. Having been equipped with knowledge on media
and information sources and having acquired the skills in finding accurate and
relevant information sources, you will now be armed with another important tool
for media and information literacy – media and information language. The scope of
this module permits it to be used in many different learning situations. The
language used recognizes the diverse vocabulary levels of students. The lessons are
arranged to follow the standard sequence of the course, but the order in which you
read them can be changed to correspond with the textbook you are now using.

After going through this module, you are expected to:

1. present an issue in varied ways to disseminate information using the codes,
convention, and language of media (MIL11/12MILA-IIIf15)/
(MILI11/12MILA-IIIf16)

What I Know

Choose the letter of the best answer. Write the chosen letter on a separate sheet of
paper.
1. It refers to the various interpretations that the text suggests to the audience.
a. connotative meaning
b. denotative meaning
c. media language
d. media producer
2. They are the people who initiate, plan, and produce media texts.
a. audience
b. media directors
c. media producers
d. stakeholders
3. They refer to the people or organizations that share the same interests or
intentions.
a. audience
b. media directors
c. media producers
d. stakeholders

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4. The meaning of the product is not based on the product itself but on the
interpretation of the audience.
a. form conventions
b. symbolic codes
c. technical codes
d. written codes
5. It is a symbolic code that means “everything within the frame”.
a. acting
b. color
c. mise en scene
d. setting
6. It refers to the time and place of the narrative or a specific scene.
a. acting
b. color
c. mise en scene
d. setting
7. It refers to the portrayal of the actors in creating media products.
a. acting
b. color
c. mise en scene
d. setting
8. Considerations on this are highly connotative when it comes to
interpretations. It is also usually associated with cultural aspects.
a. acting
b. color
c. mise en scene
d. setting
9. This points out that the knowledge and connotations of different camera
angles and shots make sense when looking at films and photographs but
mean nothing outside those forms.
a. form conventions
b. symbolic codes
c. technical codes
d. written codes
10. This type of convention refers to how the types of media codes are expected
to be arranged.
a. form conventions
b. genre conventions
c. story conventions
d. technical conventions
11. It is the process of looking into the demographics (age, gender, social
status, etc.) and psychology (values, beliefs, attitude) of the audience.
a. audience analysis
b. media product planning
c. media research
d. product analysis

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12. This refers to the exact information (not expectations) which the
audience brings about the media output.
a. Audience Engagement
b. Audience Expectations
c. Audience Foreknowledge
d. Audience Identification

13. This refers to the monitoring of the audience before, during, and after the
production of the media text.
a. Audience Analysis
b. Audience Foreknowledge
c. Audience Placement
d. Audience Research
14. This refers to the reaction of the audience to the media text. Different people
react in varied ways to the same text.
a. Audience Analysis
b. Audience Engagement
c. Audience Identification
d. Audience Placement
15. This refers to the connection built by the media text to the audience.
a. Audience Analysis
b. Audience Engagement
c. Audience Expectation
d. Audience Identification

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 Lesson Media and Information
1 Languages
Media and information literacy involves a full understanding of how
information, signs, symbols, and meanings are being communicated through
various media. Language is considered to be one important medium to
communicate. As a medium of communication, language is defined as a “system of
arbitrary, vocal symbols that permit all people in a given culture, or other people
who have learned the system of that culture, to communicate or to interact”
(Finocchioro, in Jiang, 2010). Language carries various facets and functions. In this
module, you will learn one aspect of language: the language as it functions in
media and information.

What’s In

Word Search
You are now challenged to recall the concepts that you have learned during the
previous discussion. Look for the words related to media and information sources
from the table below.

D I C T I O N A R Y S O H
W T L K X C L E T T E R C
R I E L I B R A R Y C K E
X N Y R Z V V I D E O J E
E T R J T B K J S A N U P
D E A U D I O H D Q D Y S
N R M H A N A G E M A I L
I N I G S M L R F W R T K
T E R F D I A R Y E Y R J
Y T P D B I O G R A P H Y
U I O S U O N E G I D N I

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 What’s New

Symbols Exposed
Identify the names and meaning of the symbols below.
Symbol Name and Meaning
A. Yin Yang is a significant
symbol in Chinese
philosophy which signifies
perfect balance.
1.
https://commons.wikimedia.org/wiki/File:.svg B. Caduceus is often mistakenly
considered as a medical
symbol (instead of the Rod of
Asclepius). It actually
signifies trade and
2. negotiation.
https://en.wikipedia.org/wiki/File:.svg
C. Trinity Knots is the three-
cornered symbol in the
ancient Celtic which signifies
the Holy Trinity. It also
3.
represents the three
https://en.wikipedia.org/wiki/File:Nazi.svg promises of a relationship: to
love,honor, and protect.

D. Peace Sign is originally

created to encourage
4.
British nuclear
https://commons.wikimedia.org/wiki/File:Font_Awes disarmament.
ome_5_solid_.svg

E. Swastika, although usually

linked to Nazi anti-semitism
and the carnage of World War
II, the swastika actually has
auspicious meanings in some
5. other cultures.
https://commons.wikimedia.org/wiki/File: svg

9
 What is It

Media Language
Media language denotes how media producers make meaning about a
certain medium (advertisement, TV show, film, etc.) they are producing and how
they transfer that meaning to their target audience. It allows the audience to
convey the meaning of the text through its signs and symbols. These signs and
symbols used in media text do not have a single meaning. It is expected that
audiences have different interpretations and will use different meaning systems. In
interpreting these signs and symbols, audiences may interpret the media text
denotatively or connotatively. Denotative meaning is the literal meaning of the
media text while connotative meaning refers to the various interpretations that
the text suggests to the audience which are often associated with their culture,
values, beliefs, etc. For example, the use of the nonverbal signal “thumbs up” may
mean “Job well done!” in western cultures but it is a rude gesture in some
countries in the Middle East.

Media Codes and Conventions

In interpreting the meaning of the media text, you have to be able to
understand two of the most significant aspects of media and information language
– the codes and conventions. Media codes and conventions are the very foundations
of all the existing media. Media codes commonly have an established meaning,
denotation or connotation, to the target audience. Meanwhile, conventions refer to
the possible methods in which codes are organized in a product.

Types of Media Codes

There are three types of media codes: symbolic codes, technical codes, and
written codes.

Symbolic codes are audience-based. The meaning of the product is not

based on the product itself but on the interpretation of the audience. For example,
a film with a scene waving a white flag symbolizes “retreat” or “surrender”. In
reality, the audience who sees someone waving a white flag may interpret it the
same way. The symbolic codes in media include setting, mise en scene, acting and
color.

 Setting refers to the time and place of the narrative or a specific scene.
 Mise en scene is a French term that means “everything within the frame”. It
describes all the features (set design, costume, props, staging) within a frame
of media products.
 Acting refers to the portrayal of the actors in creating media products.
 Color considerations are highly connotative when it comes to interpretations.
It is also usually associated with cultural aspects.

10
 Technical codes refer to codes specific to a media form alone. The
knowledge and connotations of different camera angles and shots make sense when
looking at films and photographs but mean nothing outside those forms. The
technical codes include camerawork (camera operation, positioning, and movement
for desired specific effects), editing (the process of selecting, operating, and ordering
images and sound), audio (expression and utilization of sounds), and lighting (the
manipulation of light based on the target mood).

Written codes are the formal written language used in creating a media
product. It includes the printed language (the text visible with the media frame
which is the text you can see within the frame) and the spoken language which
includes the dialogues and even the lyrics of the song.

Types of Conventions

Conventions refer to the recognized ways of using media codes. The types of
conventions include form conventions, story conventions, and genre conventions.

Form conventions are ways in which the types of media codes are expected
to be arranged. For instance, the title and main casts are expected to appear at the
beginning of a movie while the credits are expected to appear at the end. A number
of television series usually begin with a short recap of the previous episode and end
with a preview of the next episode.

Story conventions refer to the basic structures of narratives. Examples of

story conventions involve narrative structures, character constructions, and point
of view.

Genre conventions refer to the common use of the elements of narratives

such as the characters, settings, or themes in a certain type of media. Genre
conventions can be formal or thematic and are usually linked to the expectations of
the audience.

Media producers, stakeholders, and audience

Aside from media language, media practitioners also look into other elements
such as the producers, the stakeholders, and the audience. The media producers
refer to the people who initiate, plan, and produce media texts. They need to have
the skill in assessing the media texts and a thorough understanding of the target
product; and the processes that go into creating the products. Meanwhile, the
stakeholders refer to people or organizations that share the same interests or
intentions. The audience, on the other hand, is a significant element in delivering
media texts. All media texts are made with a target audience in mind. Producers
conduct an audience analysis before coming up with a media text. Audience
analysis is the process of looking into the demographics (age, gender, social status,
etc.) and psychology (values, beliefs, attitude) of the audience. Producers also
consider the reaction of the audience by looking into the following:

11
  Audience Engagement. This refers to the reaction of the audience to the
media text. Different people react in varied ways to the same text.
 Audience Expectations. This refers to the anticipation of the audience
about the text. Producers may satisfy or shatter the audience’s expectations.
 Audience Foreknowledge. This refers to the exact information (not
expectations) which the audience brings about the media output.
 Audience Identification. This refers to the connection built by the media
text to the audience.
 Audience Placement. This refers to the strategies producers use to make
the audience feel that the media text is made specifically for them.
 Audience Research. This refers to the monitoring of the audience before,
during, and after the production of the media text.

What’s More

Activity 1.1
The following pictures are taken from different advertisements. You are
tasked to interpret the media language by indicating the codes, conventions, and
meaning. Write the meaning of the media text on a separate sheet of paper.

Advertisement 1 Advertisement 2

https://i.pinimg.com/originals/99/4f/e6/994fe6f972
http://dimland.blogspot.com/2016/11/
0c112c9ed947bc8449f32c.jpg
Code: Code:

Convention: Convention:

Meaning/s: Meaning/s:

Advertisement 3 Advertisement 4

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https://www.seenox.org/meaningful-innovative- https://www.seenox.org/meaningful-innovative-
social-ads/ social-ads/
Code: Code:

Convention: Convention:

Meaning/s: Meaning/s:

The meaning for each advertisement will be graded using the following rubric.

Score Description
Is unable to or infrequently uses deductive and inductive
2 points
reasoning skills
Uses deductive and inductive reasoning skills inconsistently and
3 points
weakly
4 points Uses deductive and inductive reasoning skills competently
Uses deductive and inductive reasoning skills consistently and
5 points
with ease

13
Activity 1.2
Decoding Codes and Conventions
Watch the commercial entitled “Kahera” from the link below and analyze its
codes, conventions, and messages by completing the table.
https://www.youtube.com/watch?v=Uw66Da0GFPM
CODES
Symbolic codes
 Setting:

 Mise en scene

 Acting

 Color

Technical Codes
 Camerawork

 Editing

 Audio

 Lighting

Written Codes
 Printed language

 Spoken Language

CONVENTIONS
Form Conventions

Story Conventions

Genre Conventions

MESSAGE

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The response under Message of the given advertisement will be graded using the
following rubric.

Score Description
2 points Includes little essential information and one or two facts
3 points Includes some essential information with a few citations and
facts
Includes essential information and facts to give viewers an
4 points
understanding of the topic
Covers the message completely and in-depth with a variety of
5 points
resources

What I Have Learned

Ponder on the following questions:

1. How do we get the meaning of code and conventions?

2. How significant is learning media and information languages?

Your response to these questions will be graded using the following rubric.

Score Description
Is unable to or infrequently uses deductive and inductive
2 points
reasoning skills
Uses deductive and inductive reasoning skills inconsistently and
3 points
weakly
4 points Uses deductive and inductive reasoning skills competently
Uses deductive and inductive reasoning skills consistently and
5 points
with ease

15
 What I Can Do

You are challenged to produce an advertisement (print or non-print) that

highlights gender empowerment. As a producer, you are expected to apply the
necessary guidelines and codes, and conventions in creating media products. Refer
to the rubric provided below.

RUBRIC FOR ADVERTISEMENT

Excellent Good Satisfactory Needs

Improvement
4 3 2 1

The project The project The work is an The work is a

shows shows some extensive minimal
significant evidence of collection and collection or
evidence of originality and rehash of other rehash of other
originality and inventiveness. people's ideas, people's ideas,
Written inventiveness. products, and products, and
Codes The majority of images. There images. There
the content is little is no evidence
and many of evidence of of new
the ideas are new thought or thought.
fresh, original, inventiveness.
and inventive.

The The The advertising The

advertisement advertisement is pleasing and advertisement
is an is aesthetically is a is unoriginal
Symbolic
aesthetically pleasing/creati satisfactory and is not an
and
pleasing, ve/or original example of the example of the
Technical
creative, and and a good chosen format. chosen format.
Codes
original example of the
example of the chosen format.
chosen format.

The The The The chosen

advertisement advertisement advertisement advertising
Advertising uses the is a good uses the technique is
Technique chosen example of the advertising not followed or
advertising use of the technique no advertising
technique advertising satisfactorily, technique
creatively and technique. but not exists.
well. creatively.

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 Assessment

Multiple Choice.
A. Determine the type of codes and conventions described in the following
situations.
1. The producer decided to shoot during sunset to highlight the end of life.
a. symbolic codes
b. technical codes
c. written codes
2. The TV commercials of any cigarettes include the warning, “Smoking is
dangerous to your health” at the end.
a. symbolic codes
b. technical codes
c. written codes
3. The editor decided to present the images based on the themes.
a. symbolic codes
b. technical codes
c. written codes
4. The actors selected can deliver the piece effectively.
a. symbolic codes
b. technical codes
c. written codes
5. The director asks for a retake of the scene due to an incorrect camera angle.
a. symbolic codes
b. technical codes
c. written codes
6. The film producer decided to end the film through the use of the cliffhanger
technique.
a. form conventions
b. story conventions
c. genre conventions
7. The film director allotted 20 seconds for the recapitulation of the previous
episodes.
a. form conventions
b. story conventions
c. genre conventions
8. The viewers were surprised when the 10th episode began by showing the
scenes from the previous episode.
a. form conventions
b. story conventions
c. genre conventions
9. Due to the involvement of the main cast in an accident, the producer
decided to revise the flow of the story.
a. form conventions
b. story conventions
c. genre conventions
10. The audience were left emotional when the ending of the movie falls opposite
from their expectation due to the death of the main character.
a. form conventions
b. story conventions

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c. genre conventions

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B. Identify the element that producers need to give focus on to win the approval of
the audience. Choose the letter of the best answer from the box. Write the chosen
letter on a separate sheet of paper.
a. Audience Engagement
b. Audience Expectations
c. Audience Foreknowledge
d. Audience Identification
e. Audience Placement
f. Audience Research

11. As Rowel watched the commercial, he felt that the storyline talked about his
own experiences.
12. Marisse felt that the prince in the advertisement was actually calling her “his
princess”.
13. Michael, the commercial producer, conducted a survey to check on the
effectiveness of the commercial.
14. Myline loved the film while Jeric seemed not to appreciate its content.
15. Khaye expected the film to be a blast since the actors involved are
considered the best in the industry. However, she was disappointed after
watching it.

Additional Activities

Take a picture of at least five signage in your community. Explain its meaning and
purpose.
Signage Meaning and Purpose
1.

2.

3.

4.

5.

The response under Meaning and Purpose of the signages will be graded using the
following rubric.
Score Description
2 points Includes little essential information and one or two facts
3 points Includes some essential information with a few citations and
facts
Includes essential information and facts to give viewers an
4 points
understanding of the topic
Covers the message completely and in depth with a variety of
5 points
resources

19
20
References

Christine Marie Magpile. “Media and Information Literacy”. The Inteligente

Publishings (2016).

Ferdinand B. Pitagan, et.al. “Media and Information Literacy”. (Commission on

Higher education, 2016).
“Media Language”. Accessed November 5, 2019
https://mpwasmedia.wordpress.com/exam/textual-analysis-
representation/media-language/
“Course Material and Notes for AS Media”. AS Media. Accessed November 5, 2019
https://mpwasmedia.wordpress.com/the-key-concepts/audiences/
Robert Young. “Media Codes and Conventions”. Media.Codes (Sep 29, 2017).
Accessed November 6, 2019 https://media.codes/media-codes-and-
conventions-c03423c06aa8
Seymour, J. Media’s Inaccurate Reports on Amazon Fires. Student News Daily.
(2019 August 28). Accessed https://www.studentnewsdaily.com/example-
of-media-bias/medias-inaccurate-reports-on-amazon-fires/

21
For inquiries or feedback, please write or call: Department of Education – (Bureau of Learni
Telefax: (+63 2) 8636 1663 | 8633 1942 | 8635-9817 | 8638-7530 | 8638-
7531 | 8638-7529 | (+63 919) 456 0027 | (+63 995) 921 8461

Email Address:

22