MODULE 1

In your Oral Communication subject, Communication is a process in which

individuals interact with and through symbols to create and interpret meanings.
(Wood, 2004). It can also be described through its nature as follows:

COMMUNICATION AND MEDIA

Communication refers to the process of conveying or sharing information. Since
then, it is often described as a natural ability of an individual to socialize with others.
In the 21st century world, communication has become “more social” due to the
emergence of technology.
Media are defined as sources of credible and current information created through an
editorial process determined by journalistic values.
With the emergence of technological platform of communication, delivery of the
message increased its speed resulting to some grapevine form of communication. To
clearly understand how communication happens, it is appropriate to take a look on
the following communication models.

Shannon-Weaver’s Communication Model (1948)

Image source:http://communicationtheory.org/shannon-and-weaver-model-of-
communication/

Known as the mother of all communication models, the Shannon –Weaver model
(1949) depicts communication as a linear or one-way process consisting of the five
elements: a source (producer of message); a transmitter (encoder of message into
signals; and a destination. This model has been originally intended to show how radio
and telephone technologies function.

This model has been criticized for missing one essential element in the
communication process: feedback. Without feedback, the speaker will not know
whether the receiver understands the message or not.
 Osgood- Schramm Model Of Communication (1954)
The Schramm model of communication (1954), which seeks to explain how
meaning is transferred between individuals, corporations, and others, is the most
commonly taught and widely used theory of communication.

Image source: http://communicationtheory.org/osgood-schramm-model-of-

communication/

Schramm modified Shannon Weaver model by adding field of experience, defined

as “life experiences, attitudes, values, and beliefs that each communicator brings
to an interaction and that shape how messages are sent and received.”
(McCornack, 2010, p.10, as cited in “Osgood Schramm model, “2015)
Berlo’s SMCR Model of Communication (1960)

Image source: http://communicationtheory.org/berlos-smcr-model-of-communication/

In 1960, David Berlo postulated Berlo’s Sender-Message-Channel-Receiver (SMCR)

model of communication from Shannon Weaver’s Model of Communication (1949).
He described factors affecting the individual components in the communication
making the communication more efficient.

The model also focuses on encoding and decoding which happens before sender
sends the message and before receiver receives the message respectively. Berlo’s
Model has mainly, four components to describe the communication process. They
are sender, message, channel and receiver. Each of the component is affected by
many factors.

Aristotle Model of Communication

Image source: https://www.communicationtheory.org/aristotle
%E2%80%99scommunicationmodel/

Aristotle(384-322 B.C) was a Greek philosopher and writer born in Stagira,

Northern Greece. While exploring the human nature scientifically, Aristotle
developed a linear model of communication for oral communication known as
Aristotle’s Model of Communication. This is considered as the first model of
communication and was proposed before 300 B.C. It is also the is most widely
accepted among all communication models.
Elements of communication:
Speaker - the source of information or message.
Message - any information or anything the speaker/sender wants to
communicate by using a medium.
Medium - is the form in which the speaker/sender conveys the message
Channel - is the method or means of sending or expressing the messages
Encoding- the process of converting the messages into words, actions or other
forms that the speaker understands.
Listener/ receiver- he recipient or the one who gets the
message Feedback - is the receiver’s reaction or response
Context- is the situation or environment where communication takes
place
Barrier - the factors that affect the flow of communication.
Decoding -the process of interpreting the encoded message of the speaker by
the receiver

So how communication is affected by media and information? Let us take a look

on the multiple roles of media in the society.
1. act as channels of information and knowledge through which citizens
communicate with each other and make informed decisions,
2. facilitate informed debates between diverse social actors,
3. provide us with much of what we learn about the world beyond our immediate
experience,
4. are means by which a society learns about itself and builds a sense of
community,
5. function as a watchdog of government in all its forms, promoting transparency
in public life and public scrutiny of those with power through exposing corruption,
maladministration and corporate wrong-doing,
6. are essential facilitators of democratic processes and one of the guarantors of
free and fair elections,
7. are a vehicle for cultural expression and cultural cohesion within and between
nations, and
8. function as an advocate and social actor in its own right while respecting
pluralistic values.

MODULE 2
Communication refers to the act or process of using words, sounds, signs, or
behaviors to express or exchange information or to express your ideas, thoughts,
feelings, etc., to someone else.

Media refers to the combination of physical objects used to communicate or mass

communication through physical objects such as radio, television, computers, or
film, etc. Media are a source of credible information in which contents are provided
through an editorial process determined by journalistic values and therefore editorial
accountability can be attributed to an organization or a legal person. Media serve
as a channel in communication.

MEDIA AND INFORMATION LITERACY

Media and Information Literacy are essential skills and competencies that allow
individuals to engage with media and other information providers effectively as
well as develop critical thinking and life-long learning skills to socialize and become
active citizens.

Media refers to the physical objects to communicate with such as radio, television,
computers, etc. Information on the other hand, refers to the processed data,
knowledge from a study, experience, instruction and symbol. Literacy is the term
coined for the ability to identify, understand, interpret, create, compute and
communicate using printed and written materials.

Media Literacy is the ability to access, analyze, evaluate, and create media in a
variety of forms. It aims to empower citizens by providing them with the competencies
(knowledge and skills) necessary to engage with traditional media and new
technology.
Information Literacy is the ability to recognize when information is needed, and
to locate, evaluate, and effectively communicate information in its various formats.
Technology Literacy refers to the ability of an individual, either working
independently or with others, to responsibly, appropriately, and effectively use
technological tools. Using these tools an individual can access, manage, integrate,
evaluate, create and communicate information.

MODULE 3
 RESPONSIBLE USE OF MEDIA AND INFORMATION

Definition of Terms

Digital Access- The ability to fully participate in digital society. This includes access to tools
and technologies, such as the internet and computers, that allow for full participation.
Digital Literacy- The ability to use digital technology, communication tools or networks to
locate, evaluate, use and create information.
Digital Citizenship- Having full access to technology requires continuously developing norms
of appropriate, responsible, and empowered technology.
Etiquette- Properties of conduct as established in any class or community or for any occasion.
Flame War- Series of angry, critical, or disparaging comments by two or more people in an
ongoing online argument.
Netiquette- Set of rules for behaving properly online.

Three Principles of Digital Citizenship:

1. Respect
2. Educate
3. Protect

Nine elements of Digital Citizenship

1. Digital Access: full electronic participation in society.
Technology users need to be aware that not everyone has the same opportunities when it comes to
technology.

2. Digital Commerce: electronic buying and selling of goods.

Technology users need to understand that a large share of market economy is being done
electronically. Legitimate and legal exchanges are occurring, but the buyer or seller needs to be aware
of the issues associated with it.

3. Digital Communication: electronic exchange of information.

In the 21st century, communication options have exploded to offer a wide variety of choices (e.g., e-
mail, cellular phones, instant messaging).

4. Digital Literacy: process of teaching and learning about technology and the use of technology.
New technologies are finding their way into the work place that are not being used in schools (e.g.,
videoconferencing, online sharing spaces such as wikis).

5. Digital Etiquette: electronic standards of conduct or procedure.

Technology users often see this area as one of the most pressing problems when dealing with Digital
Citizenship. We recognize inappropriate behaviour when we see it, but before people use technology
they do not learn digital etiquette (i.e., appropriate conduct).

6. Digital Law: electronic responsibility for actions and deeds

Digital law deals with the ethics of technology within a society. Unethical use manifests itself in form
of theft and/or crime. Ethical use manifests itself in the form of abiding by the laws of society. Users
need to understand that stealing or causing damage to other people’s work, identity, or property
online is a crime.

7. Digital Rights & Responsibilities: those freedoms extended to everyone in a digital world.
Digital citizens have the right to privacy, free speech, etc. Basic digital rights must be addressed,
discussed, and understood in the digital world.

8. Digital Health & Wellness: physical and psychological well-being in a digital technology world.
Eye safety, repetitive stress syndrome, and sound ergonomic practices are issues that need to be
addressed in a new technological world.

9. Digital Security (self-protection): electronic precautions to guarantee safety.

In any society, there are individuals who steal, deface, or disrupt other people. The same is true for
the digital community. It is not enough to trust other members in the community for our own safety.

Digital Etiquette which pertains to electronic standards of conduct or procedures and has to
do with the process of thinking about others when using digital devices. Recognizing Online
Proper conduct is a must and it has something to do with “Netiquette”.

Merriam- Webster dictionary defined Netiquette as set of rules about the proper and polite
way to communicate with other people when using the internet. Common issues in the digital
world such as bashing and online bullying occur due to improper conduct online.
Rules of Netiquette
Rule 1: Remember the Human,
Rule 2: Adhere to the same standards of behavior online that you follow in real life, Rule 3:
Know where you are in cyberspace,
Rule 4: Respect other people's time and bandwidth, Rule 5: Make yourself look good online,
Rule 6: Share expert knowledge,
Rule 7: Help keep flame wars under control, Rule 8: Respect other people's privacy,
Rule 9: Don't abuse your power,
Rule 10: Be forgiving of other people's mistakes.
 MODULE 4

EVOLUTION OF MEDIA

Social media changed us. People ways of living is a reflection of a boundless limitation
of media from prehistoric age down to the digital age. Media evolution can be
described through four ages.

Pre-Industrial Age (Before 1700s) - People discovered fire, developed paper from
plants, and forged weapons and tools with stone, bronze, copper and iron.
Examples:
Cave paintings (35,000 BC) Dibao in China (2nd Century)
Clay tablets in Mesopotamia (2400 BC) Acta Diurna in Rome (130 BC)
Codex in the Mayan region (5th Century) Papyrus in Egypt (2500 BC)
Printing press using wood blocks (220 AD)

Industrial Age (1700s-1930s) - People used the power of steam, developed machine
tools, established iron production, and the manufacturing of various products
(including books through the printing press).
Examples:

Printing press for mass production (19th century) Punch cards

Newspaper- The London Gazette (1640) Telegraph
Motion picture photography/projection (1890) Telephone (1876)
Commercial motion pictures (1913) Typewriter (1800)
Motion picture with sound (1926)

Electronic Age (1930s-1980s) - The invention of the transistor ushered in the

electronic age. People harnessed the power of transistors that led to the transistor
radio, electronic circuits, and the early computers. In this age, long distance
communication became more efficient.
Examples:
Transistor Radio Mainframe computers - i.e. IBM 704 (1960)

Television (1941) Personal computers - i.e. Hewlett Packard 9100A (1968),

Apple 1 (1976)
OHP, LCD projectors Large electronic computers- i.e. EDSAC

Information Age (1900s-2000s) - The Internet paved the way for faster
communication and the creation of the social network. People advanced the use of
microelectronics with the invention of personal computers, mobile devices, and
wearable technology. Moreover, voice, image, sound and data are digitalized. We are
now living in the information age.

Examples:

Web browsers: Mosaic (1993), Internet Video: YouTube (2005)

Explorer (1995) Augmented Reality / Virtual Reality
Blogs: Blogspot (1999) Hangouts (2013)
LiveJournal (1999) Video chat: Skype (2003), Google
Wordpress (2003 Smart phones
Social networks: Friendster (2002) Wearable technology
Multiply (2003), Facebook (2004) Cloud and Big Data
 Microblogs: Twitter (2006), Search Engines: Google (1996), Yahoo
Tumblr (2007) (1995)
Portable computers- laptops (1980),
netbooks (2008), tablets (1993)

As time passes by, media evolved. Nevertheless, its primary role remains unchanging.
Its development from traditional to new media brought us so much convenient.

Traditional Media
- refers to the traditional means of communication and expression that have
existed since before the advent of the Internet.
- includes print media, such as newspapers and books, and broadcast media, such as
television and radio.
Examples of traditional media
a) TV ads
b) Radio ads
c) Print advertising, like newspapers and magazines
d) Direct mail
e) Billboards
f) Cold-calling
g) Door-to-door sales
h) Banner ads

New Media refers to content organized and distributed on digital platforms. It includes
digital media, such as the Internet and social media.
 MODULE 5
TYPES OF MEDIA

Accessing information becomes very much convenient in today’s time due to

information sources that surround us. Information sources refer to various means
by which information is recorded for use by an individual and organization. The
commonly known types of media are print, broadcast and new media.

Print media is consist of paper and ink, reproduced in a printing process that is
traditionally mechanical.
In an article published by ZeePedia.com titled “Types of Print Media: Newspapers,
Magazines, Books” discussed the following.
“The first hundred years was the time when the print industry tried to comprehend
the new situation and shaped itself into a regular and formal sector but from the start
of the 19th century, print media in most countries started specializing in certain
areas. Since business in the form of advertisements in the print was also flourishing,
the media enjoyed a great deal of financial comfort and provided jobs to tens of
thousands of people across the globe. The publishing industry, a synonym with print
media, could be classified in general terms into three distinct categories:
Newspapers, Magazines, Books.

Newspapers. It took about 150 years from the invention of printing press in the
middle of 15th century that the world witnessed first regular publication which could
be defined as a newspaper. Although there have been claims by many to be
decorated as first newspaper like Mixed News in China in 710, Notizie Scritte, a
monthly newspaper for which readers pay a "gazetta", or small coin by Venetian
government in 1556 etc, the World Association of Newspapers held "Relation", as the
first newspaper published in France in 1605. By this reckoning the newspapers'
history is 400 years old. The Relation followed a list of news papers from all around
the world.

Here is a brief account of some popular papers:

1621 ---- In London, the newspaper Courante is published.
1631 ---- The Gazette, the first French newspaper, is founded.
1639 ---- First American colonial printing press.
1645 ---- World's oldest newspaper still in circulation,
1690 ---- Public Occurrences is the first newspaper published in America when it
appears in Boston.
1844 ---- Telegraph is invented.
Alfred Harmsworth (later Lord North cliffe) develops the first tabloid newspaper, the
Daily Mirror,in London. Contents General-interest newspapers are usually journals of
current news. Those can include :Political events, Crime, Business, Culture, Sports,
Opinions (either editorials, columns, or political cartoons)Newspapers use
photographs to illustrate stories; they use editorial cartoonists, usually to illustrate
writing that is opinion, rather than news. Some specific features a newspaper may
include are: weather news and forecasts an advice column, critical reviews of movies,
plays, restaurants, etc.

Magazine. A magazine is a periodical publication containing a variety of articles,

generally financed by advertising, purchased by readers, or both. Magazines are
typically published weekly, biweekly, monthly, bimonthly or quarterly, with a date on
the cover that is later than the date it is actually published. They are often printed in
colour on coated paper,and are bound with a soft cover.
Types of magazines:
 Art magazines  Online magazines
 Business magazines  Pulp magazines
 Computer magazines  Pornographic magazines
 Health and fitness magazines  Regional magazines
 History magazines  Satirical magazines
 Humor magazines  Teen magazines
 Inspirational magazines  Consumer magazines
 Men's magazines
 Women's magazines
 Luxury magazines
 News magazines

A book is a collection of paper, parchment or other material with a piece of text

written on them, bound together along one edge, usually within covers. Each side of
a sheet is called a page and a single sheet within a book may be called a leaf. A book
is also a literary work or a main division of such a work Books became part of the
mass media after the printing process was invented. Now they are in the reach of
almost everyone and could cover any distance on the planet. Their topics are varied
and their value could be judged from the fact that most libraries in the world are due
to books rather than other published material. When writing systems were invented
in ancient civilizations, nearly everything that could be written upon--stone, clay, tree
bark, metal sheets--was used for writing. Alphabetic writing emerged in Egypt around
1800BC.” Furthermore, information are also disseminated through broadcast and new
media.

Broadcast media refer to media such as radio and television that reach target
audiences using airwaves as the transmission medium. BBA/MANTRA 2019, published
an article titled “Media- Types of Media, Characteristics, Advantages &
Disadvantages” that discussed the following.

Television. The principal source of information and entertainment for people

exposed to mass media. It is believed to be the most authoritative, influential,
exciting medium for reaching very large audience. It combines visual images, sound,
motion and colour to achieve viewer’s empathy. It allows development of creative
and imaginative ad messages in a unique way. It is considered intrusive in nature as
the audience have no control over the nature and pace of advertisement.

Radio. Is a premier mass medium for users and advertisers. It has a wide spread
reach and delivers the ad message to a large number of people across the length and
breadth of a country. Commercial broadcasting is undertaken in major cities even
rural areas. It is one of the personal medium and offers selectivity, cost efficiency and
flexibility advantages over other media. Efficiency of radio ad depends upon the
precision of script, accompanying sounds and level of distortion.

New media are content-organized and distributed in digital platforms (e.g. Social
media). Another concept that arises with accessing information is the transformation
of various media into a digital code known as media convergence.

Cinema and Video advertising. Cinema is a popular source of entertainment

comprising of audience from all classes and socio - economic groups of society. Films
are watched by a significant number of people everyday. It involves use of cinema
halls and video tapes to deliver the ad message. Similar to TV, it also combines sight,
sound, colour and movement to deliver a creative message.

Internet. A worldwide medium that provides means of exchanging information

through a series of interconnected computers. It is a rapidly growing medium which
offers limitless advertising opportunities. It involves use of world wide web to
showcase a website or e-commerce portal to the world. It provides a sophisticated
graphic user interface to users and is accessible to anyone with a computer and
broadband connection.”
With the existence of various media platforms, information becomes readily
accessible to everyone. In today’s time, bringing together the old and new form of
media is becoming a trend which refers to media convergence.

Media convergence is the co-existence of traditional and new media; the

coexistence of print media, broadcast media, the Internet, mobile phones, a well as
others, allowing media content to flow across various platforms creating a digital
communication environment. Information may be presented in variety of formats.
They may appear in print, broadcast, new as well as through media convergence.
Each media type has its own
characteristics as to how information is presented. Developing literacy in the use of
media and information will be of great benefit in determining the reliability, accuracy,
value, authority of the author and timeliness of the information
 MODULE 6
INFORMATION SOURCES
Traditional knowledge are reflection of one’s culture. These information serve as a foundation of
communication and survival among our ancestors way back then. Hence, the term Indigenous was
associated.
Indigenous refers to native; local; originating or produced naturally in a particular region.
Indigenous knowledge (IK )- Knowledge that is unique to a given culture or society IK contrasts with
the international knowledge system generated by universities, research institutions and private firms.
(Warren 1991).
Indigenous communication refers to transmission of information through local channels or forms.
It is a means by which culture is preserved, handed down, and adapted.
Indigenous media and information refer to the original information created by a local group of
people. This also refers to content about indigenous peoples that may be distributed through
dominant forms of media or through forms of communication unique to their people group. The
following are the importance of indigenous media and information.
• Indigenous media and information are highly credible because they are near the source and are
seldom circulated for profit.
• Indigenous media are channels for change, education, and development because of its direct access
to local channels.
Library is a place set apart to contain books, periodicals, and other material for reading, viewing,
listening, study of reference, set of rooms, or building where books may be read or borrowed.
Library is divided into different sections with their own functions. Periodical, Archive, Reference,
Circulation, Filipiniana, Internet section, etc. are some of the sections in the library.
Kalinga State University published an article titled “Library Sections” that discusses the following
Library Sections.
A. Circulation Section
This section houses and circulates the major library collection covering the different areas of
discipline. This section adopts the “open shelf” system, where users can go directly to the shelf and
choose the books they would like to browse or use. All books in this section may be borrowed for
overnight use.
B. Filipiniana Section
The Filipiniana Collection consists of publications about the Philippines, in all its aspects—cultural,
political, social, religious, economic, and others regardless of author and imprints. The collection
covers a range of reading materials designed to meet the instructional and research needs of library
users.
C. Reserve Section
This section houses books, which are in demand and limited in copies. Also, in process books and
newly acquired books. It adopts the “close shelf system”. Users are not allowed to enter this section;
they seek the assistance of the library staff or library assistants. Books in this section are for room use
only and may be borrowed for one hour; a borrower may extend its use provided there is no prior
request for the book. If not returned on time, the borrower will be fined one (1) peso per hour.
D. Reference Section
This section houses a collection of extensive general reference materials, which are intended to be
consulted for a particular question or query, rather than read thoroughly.
Collections: Dictionaries gives information about words,
spelling, pronunciation, derivation,
usage, meaning, syllabication,
current status, synonyms and
antonyms, historical information etc.
Encyclopedias provide background information in
all fields of knowledge.
Geographical Sources are described as tools to provide
information about geography, like
the atlases, maps, gazetteers, and
guidebooks.
Yearbooks and Almanacs are annual compendium of dates
and statistics of a given year, while
almanacs are annual publication of
statistics and other information of
the previous years.
Handbooks are handy reference sources that
provide miscellaneous information
such as addresses, telephone
numbers, etc.
Other Reference Sources contain books covering all major
field divisions that are reference in
nature for consultation and
information purposes, rather than
for circulation. the “open shelf
system” is practiced in this section.
Books are for room use only.

E. Periodical Section
This section houses journals, magazines, newspapers, and other serial literature.
Bound periodicals are cataloged according to DDC scheme; professional journals are
grouped together according to subject. Lists of topics of each journal are made
available in lieu of indexing and abstracting.
Collections in this section are for room use only; bound periodicals maybe borrowed
for overnight. Current issues are displayed on the display shelves.
F. Archive Section
This section houses materials which depict the history of the university and
researches made by faculty and staff. Also, accreditation documents of the University
Library.

G. Internet Section
This section enables students to have access information through the internet.
H. AVR Section
This section provides an audio-visual support service to facilitate the teaching and
learning activities of the university through non-print collections.
I. E-Library Section
This section enables students to have access to e-resources from authorized
databases which the university has subscribed. STARBOOKS and TEC4 ED resources
are also available here. It is located at the Ground Floor, shared to other Campus
Libraries through the KSU website and Library Webpage.
J. Law & Graduate Studies Library
This section houses the Law and Graduate Studies collection which specifically cater
to the Law and GS students. It is located at the ground floor of the Main Library
Building.
K. Special Collections:
a. Kalinga Indigenous Culture and Knowledge Resource Center & Cordillera Collection
This collection comprised of materials pertaining to customs and traditions of the
Kalinga people, Cordillera literature and about indigenous peoples.
b. Gender and Development Collection Corner
This collection comprised of materials on women and children. It is located at the
Graduate Studies & Law Library.
c. Knowledge Resource Network-BSP Corner
This collection comprised of materials pertaining to fundamental economic concepts
and issues affecting the economic development of the Philippines. It is located at the
Graduate Studies & Law Library.

L. Technical Section
This section is where the processing and maintenance activities of a library's
collection are being done; it involves the following processes:
1. Identification: locating potentially worthwhile items to add to the collection
2. Selection: deciding which of the identified items to add to the collection
3. Acquisitions: securing the items for the collection
4. Organization: indexing and cataloging the items acquired in a manner that will aid
the end-user in locating materials in the collection
5. Preparation: labeling, binding, repairing, conservation, and otherwise making items
ready for (and maintained during) storage in a manner that allows for easy retrieval
and maintenance of what is in a collection

Technical Services may also include: maintenance of online catalogs, creation and
maintenance of MARC records in the catalog, labeling, covering, security processing,
and/or distribution of materials, maintaining a library's technology resources, such as
servers, OPACs, circulation, scanners, security gates and other devices. This section
is located at the Office of the Director for Library Services.

On the other hand, Internet is a vast computer network linking smaller computer
networks worldwide. It includes commercial,educational, governmental, and other
networks, all of which use the same set of communications protocols.
As to its characteristics, Internet information pays attention to reliability, accuracy,
value, timeliness, and authority of the source - Information found on the Internet may
be quite varied in form and content. Thus, it is more difficult to determine its
reliability and accuracy. Accessing information on the Internet is easy, but requires
more discipline to check and validate. Factual and fictitious data are often merged
together. Sources always have to be validated.

To verify information taken from the different sources, take into consideration the
following:
Skills in determining the reliability of
information. Check the author
Check the date of publication or of update
Check for citations
Check the domain or owner of the site or
page
Check the site design and the writing style
 MODULE 7
THE LANGUAGE OF MEDIA
Media products can be classified according to its categories or genre. Each genre uses codes and conventions to
easily convey a message. Codes are systems of signs, which create meaning and is divided into three categories-
technical, symbolic and written.
 Technical Codes are the ways in which equipment is used to tell the story (ex. camera techniques, framing,
depth of fields, lighting and exposure, etc.).
Technical codes include sound, camera angles, types of shots and lighting. They may include, for example, ominous
music to communicate danger in a feature film, or high-angle camera shots to create a feeling of power in a
photograph.
Furthermore, the following are the basic camera techniques used to capture different scenes.

Basic Camera Shots Advance Camera Shots Camera Angles

Extreme Wide Shot Two Shot Eye-Level

Wide Shot Cut Away High Angle
Medium Shot Over the Shoulder Low Angle
Medium Close- up Point of View Bird's Eye View
Close- up Selective Focus Worm’s Eye View
Extreme Close- up Arc Shot Slanted (canted)
 Symbolic Codes show what is beneath the surface of what we see (ex. objects, setting,
body language, clothing, color, etc. ). Symbolic codes include the language, dress or
actions of characters, or iconic symbols that are easily understood. For example, a red
rose may be used symbolically to convey romance, or a clenched fist may be used to
communicate anger.
 Written Codes refer to the use of language style and textual layout (headlines, captions,
speech bubbles, language style, etc. )
 Another concept is Convention, the generally accepted ways of doing something, a standard or norm
that acts as a governing behaviour.
The image below is a sample analysis of the use of codes and convention in a movie poster:

Other concepts related to media language are the following:

• Messages - the information sent from a source to a receiver.

• Audience - the group of consumers for whom a media message was constructed
as well as anyone else who is exposed to the message.
• Producers - People engaged in the process of creating and putting together
media content to make a finished media product.
• Other stakeholders - Libraries, archives, museums, internet and other relevant
information providers.

Sample analysis:
 MODULE 8
World Intellectual Property Organization (WIPO) defined Intellectual property as
creations of the mind, such as inventions; literary and artistic works; designs; and
symbols, names, and images used in commerce. These creations were protected by
law for inventors to be recognized and provided with financial benefits.
In the Philippines, to ensure the protection of one’s work/invention, Republic Act
8293 also known as the Intellectual Property Code of the Philippines was created to
combat illegal use and owning of original work without legal permission. This law
covers the following types of intellectual property: copyright, patent, trademark,
industrial design, and geographical origin.

Copyright is a legal term used to describe the rights that

Source:https://
www.freepnglogo creators have over their literary and artistic
s.com/images/co works. Works covered by copyright range from
pyright-
28787.html books, music, paintings, sculpture and films,
to computer programs, databases,
advertisements, maps, and technical
drawings.

Republic act 8293

INTELLECTUAL PROPERTY CODE OF THE PHILIPPINES

COPYRIGHT VALIDITY PERIOD

Literary works During the lifetime of the author plus 50 years

after death
Art 25 years from the date of creation
Photographic work 50 years from publication
Audio- visual work 50 years from publication
Sound recording 50 years from year recording took place
Broadcast recording 20 years from date of broadcast
Trademark Valid for 10 years and may be renewed for a
periods of 10 years
Invention Patent Valid for 20 years from filing date application
Patent Source:https://
depositphotos.co
m/vector- is an exclusive right granted for an invention.
images/patent.h
tml?qview=7117
8913
 Trademark Source: is a sign capable of distinguishing the goods or
https://ic services of one enterprise from those of other
on-
library.co enterprises.
m/icon/tr
Trademark ademark-
Registered
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20.html

constitutes the ornamental or aesthetic aspect

Industrial design of an article.
May consist of three-dimensional features,
such as the shape or surface of an article, or of
two-dimensional features, such as patterns,
lines or color
are signs used on goods that have a specific
Geographical indications geographical origin and possess qualities, a
reputation or characteristics that are
essentially attributable to that place of origin.
Furthermore, another concern raised on the violation of Intellectual Property is
Plagiarism. Auraria Library (2020), defines Plagiarism as “one form of academic
dishonesty. It is claiming, or appearing to claim, another’s work as your own by not
acknowledging it.”
Plagiarism is classified into types: sources cited and sources not cited.

Sources Not Cited

1. “The Ghost Writer” The writer turns in another’s work,
word-for-word, as his or her own.
The writer copies significant portions
2. “The Photocopy” of text straight from a
single source,
without alteration.
The writer copies from several different
3. “The Potluck Paper” sources, tweaking the sentences to
make them fit together while retaining
most of the original phrasing.
The writer has altered the paper’s
4. “The Poor Disguise” appearance slightly by changing key
words and phrases.
The writer takes the time to paraphrase
5. “The Labor of Laziness” most of the paper from other sources
and make it all fit together.
The writer “borrows” generously from
6. “The Self-Stealer” his or her previous work.
Sources Cited (but still plagiarized)
The writer mentions an author’s name
1. “The Forgotten Footnote” for a source, but neglects to include
specific information on the location of
the material referenced.
 The writer provides inaccurate
2. “The Misinformer” information regarding the sources,
making it impossible to find them.
The writer properly cites a source, but
3. “The Too-Perfect Paraphrase” neglects to put in quotation marks on
text that has been copied word-for-word,
or close to it
The writer properly cites all sources,
4. “The Resourceful Citer” paraphrasing and using quotations
appropriately. The catch? The paper
contains almost no original work!
The writer properly quotes and cites
5. “The Perfect Crime” sources in some places, but goes on to
paraphrase other arguments from
those
sources without citation.

In an article titled “What is Plagiarism?” by p.org published on May 2017, the

following activities are considered plagiarism.

 Copying media (especially images) from other websites to paste them into your
own papers or websites.
 Making a video using footage from others’ videos or using copyrighted music
as part of the soundtrack.
 Performing another person’s copyrighted music (i.e., playing a cover).
 Composing a piece of music that borrows heavily from another composition.

“Certainly, these media pose situations in which it can be challenging to determine

whether or not the copyrights of a work are being violated. For example:

-A photograph or scan of a copyrighted image (for example: using a photograph of

a book cover to represent that book on one’s website)
-Recording audio or video in which copyrighted music or video is playing in the
background.
-Re-creating a visual work in the same medium. (for example: shooting a
photograph that uses the same composition and subject matter as someone else’s
photograph)
-Re-creating a visual work in a different medium (for example: making a painting
that closely resembles another person’s photograph).
-Re-mixing or altering copyrighted images, video or audio, even if done so in an
original way”.

“The legality of these situations, and others, would be dependent upon the intent
and context within which they are produced. The two safest approaches to take
them in regards to these situations is: 1. Avoid them altogether or 2. confirm the
work’s usage permissions and cite them properly.” (p.org, 2017).
Violation of intellectual property law is called Infringement and is punishable by
law. Another common problem associated with the violation of Intellectual property
is Piracy. It refers to the unauthorized use, copying, reproduction or distribution of
products that have IP rights protection. It may include stealing, transmitting, selling,
and copying without the express consent and/or written approval. It may also involve
not paying royalties to the rights owned.
To protect oneself from violating the use of copyrighted works, Fair use
and Creative commons were introduced.

The following information tackles the possibilities of using copyrighted works in

accordance with the law.

Fair use
It refers to the use of copyrighted
material without a license only for
certain purposes. These include:
Commentary, Criticism, Reporting,
Research and Teaching.
Source:https://www.emergingedtech.com/2019/07
/what-does-fair-use-mean-when-talking-about-
copyrighted-material/

Furthermore, the following are guidelines to be considered for Fair use:

- A majority of the content you create must be your own.
- Give credit to the copyright holder.
- Don't make money off of the copyrighted work.

is an American non-profit organization

Creative Commons devoted to expanding the range of
creative works available for others to
build upon legally and to share. They
released several copyright-licenses
known as Creative Commons licenses
free of charge to the public.

Source: https://worldvectorlogo.com/logo/creative-
commons
 Creative Commons Guidelines:

Attribution: You must credit the

creator.
Non-Commercial: You can't make a
profit.
No Derivative Works: You can't
change the content.
Share Alike: You can change the
content, but you have to let other
people use your new work with the
same license as the original.

Source:
https://creativecommons.org/licenses/ [
 MODULE 9
CHALLENGES AND RISKS IN MEDIA

People nowadays find media as the fastest means of exchanging numerous

information, but lack to note the possible harmful effects of it. The International
Human Rights Law manages to provide security against possible harmful online
content.

The following are risks related to online contact:

Money theft/phishing refers to the process of harvesting bank details, in
particular, personal identification numbers (PINs) and transaction authentication
numbers (TANs), with the intent to ransack other people’s bank accounts.
Commercial fraud: Commercial fraud happens when sellers pretend to sell goods
or services which, after payment, either do not show the promised attributes or are
not delivered at all.
Grooming: Grooming refers to pedophiles using the Internet as a means to contact
children and young people while concealing their adult identity.
Bullying: Various types of bullying seem always to be part of people’s lives. Even
though publishing content like defamatory pictures can be part of bullying, the
phenomenon is chiefly related to online contact. Multifunctional mobile phones are
often used for taking pictures with the intention of bullying and then uploading the
pictures to the Internet or sending them via multimedia messaging (MMS) to
others. Another example is sending messages/emails of insult, humiliating photos
and fake profiles deliberately shared across social media.
Computer addiction: the excessive use of computers to the extent that it
interferes with daily life.

Another issue in media use is the so-called Digital divide- the economic inequality
between groups in terms of access to, use of, or knowledge of ICT. To address the
above-mentioned media-related issues, the Philippine Government approved the
Republic Act 10175 also known as the “Cybercrime Prevention Act of 2012” which
aims to address legal issues concerning online interactions and technology related
concerns in the country. RA 10175 of 2012, includes the following.
CHAPTER II. PUNISHABLE ACTS

Section 4. Cybercrime Offenses. — The following acts constitute the offense of

cybercrime punishable under this Act:

(a) Offenses against the confidentiality, integrity, and availability of computer data
and systems:

(1) Illegal Access – The access to the whole or any part of a computer system
without right.

(2) Illegal Interception – The interception made by technical means without right
of any non-public transmission of computer data to, from, or within a
computer system including electromagnetic emissions from a computer
system carrying such computer data.

(3) Data Interference — The intentional or reckless alteration, damaging, deletion

or deterioration of computer data, electronic document, or electronic data
message, without right, including the introduction or transmission of viruses.

(4) System Interference — The intentional alteration or reckless hindering or

interference with the functioning of a computer or computer network by
inputting, transmitting, damaging, deleting, deteriorating, altering or
suppressing computer data or program, electronic document, or electronic
data message, without right or authority, including the introduction or
transmission of viruses.

(5) Misuse of Devices

(i) The use, production, sale, procurement, importation, distribution, or
otherwise making available, without right, of:

(6) Cyber-squatting – The acquisition of a domain name over the internet in bad
faith to profit, mislead, destroy reputation, and deprive others from
registering the same.

(b) Computer-related Offenses:

(1) Computer-related Forgery

(i) The input, alteration, or deletion of any computer data without right
resulting in inauthentic data with the intent that it be considered or acted
upon for legal purposes as if it were authentic, regardless whether or not the
data is directly readable and intelligible; or

(2) Computer-related Fraud — The unauthorized input, alteration, or deletion of

computer data or program or interference in the functioning of a computer
system, causing damage thereby with fraudulent intent: Provided, That if no
 damage has yet been caused, the penalty imposable shall be one (1) degree
lower.

(3) Computer-related Identity Theft – The intentional acquisition, use,

misuse, transfer, possession, alteration or deletion of identifying
information belonging to another, whether natural or
juridical, without right: Provided, That if no damage has yet
been caused, the penalty imposable shall be one (1) degree
lower.

(c) Content-related Offenses:

(1)Cybersex — The willful engagement, maintenance, control, or

operation, directly or indirectly, of any lascivious exhibition of
sexual organs or sexual activity, with the aid of a computer
system, for favor or consideration.

(2) Child Pornography — The unlawful or prohibited acts defined and

punishable by Republic Act No. 9775 or the Anti-Child Pornography
Act of 2009, committed through a computer system: Provided,
That the penalty to be imposed shall be (1) one degree higher than
that provided for in Republic Act No. 9775.

(3)Unsolicited Commercial Communications. — The transmission

of commercial electronic communication with the use of
computer system which seek to advertise, sell, or offer for sale
products and services are prohibited unless:
(i) There is prior affirmative consent from the recipient; or
(ii) The primary intent of the communication is for service and/or
administrative announcements from the sender to its existing
users, subscribers or customers; or
(4) Libel — The unlawful or prohibited acts of libel as defined in Article
355 of the Revised Penal Code, as amended, committed through a
computer system or any other similar means which may be
devised in the future.

Furthermore, Section 8 of the law tackles about Penalties such as — Any person
found guilty of any of the punishable acts enumerated in Sections 4(a) and 4(b) of
this Act shall be punished with imprisonment of prision mayor or a fine of at least
Two hundred thousand pesos (PhP200,000.00) up to a maximum amount
commensurate to the damage incurred or both. Any person found guilty of the
punishable act under Section 4(a)(5) shall be punished with imprisonment of prision
mayor or a fine of not more than Five hundred thousand pesos (PhP500,000.00) or
both.

With the never-ending risks in media, protecting oneself is everyone’s responsibility.

 safeboo
k

Image source: https://safeinwarwickshire.com/2014/08/28/safebook-a-few-simple-tips-when-

using-socialmedia-how-to-avoid-cyberbullying-including-advice-to-

The image above suggests ways everyone should consider every time in contact with
the virtual world.