Lesson 1_A: MIL as a Multi-Disciplinary - ex: how MIL directly influences our decision

Approach making during elections which has a huge

repercussion on the society at large
Ecology of MIL
The Characteristics of Media
 Media literacy
 Information literacy 1. Media are constructs
 Freedom of Expression and Information
- Media contents are carefully crafted and
literacy
created with an intended message in mind.
 News literacy
 Computer literacy 2. The media industry is mostly a business
 Internet literacy
 Digital literacy - Majority of media organizations exist primarily
 Cinema literacy as business entities with the purpose of turning
 Games literacy a profit from their outputs.
 Television literacy 3. Audiences negotiate the meaning of media
 Advertising literacy texts
- emphasized the changing concept of literacy, - Audiences vary in their socio-economic,
interconnections between different types of educational and political backgrounds.
literacies, their convergence and implications
for society - As such, they interpret media texts differently
based on their own contexts and life
Constructs of MIL experiences.
1. Individual Level 4. Media are social and political
- how we, as a global citizen, is affected by - Messages which may serve as observation,
media, information, and technological literacy reflection, or critic of what is happening in the
- ex: how we consume social media/apps on a society where it was created.
daily basis/transactions 5. Various media use varied aesthetics
2. Institutional Level - Different media forms have different content
- how varied institutions benefit from varied and aesthetics
literacies Media Models
- ex: how schools, as institution, decide on what - representation of reality as regards to how
and how to teach based on the evolutions of media is seen and embedded in our society
varied media and rapid influx of information
resources 1. Market Model

3. Societal Level - a model for mass media which sees profit as

the primary motive and perceives audiences as
- how the society, in general, is affected by the consumers
media and information
Primary motive: Profit

Audience as CONSUMERS
Treatment of Audiences - Advance citizenship through participatory
platforms
- as consumers and buyers
- Learn about issues in their communities and
Advantages
society
- it promotes efficiency
- Act to solve problems and issues
- it promotes responsiveness
View of Government
- it promotes flexibility
- government regulation is essential to
- it promotes mass products safeguard public interest

Disadvantages View of Innovation

- markets are undemocratic - it is essential for effective delivery of messages

- markets are amoral (unconcerned with the - a central to capturing diversity of audiences,
rightness or wrongness of something) insights, and interests

- markets do not meet democratic needs Media Theories

View of Government 1. Agenda-Setting (Maxwell McCombs and

Donald Shaw, 1972)
- government regulation interferes with market
behavior - Media producers help shape political reality as
they determine which issues are “important”
View of Innovation and thus may set the “agenda” of political
- as response to popular demand campaigns

- as standard practice to stay ahead of 2. Uses and Gratifications Theory

competitors - an approach to understanding why and how
2. Public Sphere Model people actively seek out specific media to
satisfy specific needs
- a mass media model which promotes the
protection of public interest as its primary goal. (our consumption of media) Audiences choose
Audiences are seen as citizens and stakeholders to consume a media product based on specific
in forming and upholding democratic society. needs, including:

Primary goal: Protect public interest a. Personal identity - audiences look for media
aligned with their personal values and
Audience as citizens and stakeholders of a ideological beliefs
democratic society
b. Information - audiences want to learn or
Treatment of Audiences seek advice from a medium
- as citizen of democracy c. Entertainment - audiences are looking for
Advantages diversion

- Promote democracy through information

dissemination
d. Social integration - they want to connect (2) advertising;
with family, friends and other parts of their
(3) mass media news and sources;
social circle
(4) flak and enforcers (negative responses), and;
3. Cultural effects (George Gerbner, 1976)
(5) ideology and fear-mongering (domestic
- Media, particularly television, cultivates in its
belief).
audiences a way of sensing and seeing the
world, thereby shaping their opinions, views, MIL Takeaway
and behavior
“Media and information providers play a central
- This theory has been used by other scholars in role in information and communication
analyzing violence in television and formation of processes. They are one way of communicating
political opinion. information, although their role is much
broader than that” (UNESCO)
- Criticism: very mechanical, dismisses other
factors in the social environment.

4. Three Modes of Reading (David Morley, Lesson 1_B: MIL as a Multi-Disciplinary

1980) Approach
- people from varied background, occupations, Responsible Use of Media & Information
and surrounding receive media text differently
Media Consumers and their Perspectives
a. Dominant reading - audiences accept the
encoded meaning and reproduces the - On What is real - Realism in fiction and
producer’s preferred reading. depiction of reality in non-fiction

b. Negotiated reading - audiences partially - On Truth-telling – authenticity, accuracy,

accept the encoded meaning and mostly information
accepts the preferred reading, but modifies - measure and check the information presented
some parts reflecting their own position, to us in various media platform
experiences, and opinions.
- On Bias and objectivity – framing, moral value,
c. Oppositional reading - audiences take the advocacy or political issue, balance, convincing
oppositional stance to the preferred reading
and resists it completely. - examine how news are framed and for what
purpose
5. Propaganda Model (Edward Herman and
Noam Chomsky, 1988) - On Stereotyping – depiction of groups, praise
or demonization
- Media as “ideological institutions that serve a
system supportive propaganda function through - critic and reflect how media depict people
reliance on market forces, internalized - On Influences – social groups, behaviors,
assumptions, and self-censorship.” According to attitudes, personality types, beliefs and
this model, news and information from media traditions
are filtered in five ways:
- bring in varied factors that may affect by how
(1) according to the media organization’s size, we discern media content
ownership, and profit orientation;
People as Media: 2. Fair and objective

- These are performers, actors, influencers, - information disseminated by media

book writers, painters, media buyers, practitioners should be objective and based on
advertisers, musicians, journalists, directors, grounded evidence.
web developers, programmers, who undergo
- If information is biased or opinionated, it will
training to be effective in their craft.
deceive the public of the truth.
- their personality and image becomes their
3. Responsible and has integrity
identity which makes them credible to
audiences - media practitioners are expected to show
professionalism regardless of the situation they
1. Opinion Leaders
are in.
- You are considered an opinion leader when
- They should show sense of responsibility and
you are highly exposed to and actively using
accountability when acquiring and
media. In doing so, you become a source of a
communicating information.
viable interpretation of messages for lower end
media users. 4. Empathizes and sympathizes
2. Citizen Journalism - they should empathize when they put
themselves in the shoes of those who are in
- Occurs when members of the public become
need and sympathize when they feel the sorrow
active participants in the collection, reportage,
of those who experience adversities.
analysis, and dissemination of news and
information to other citizens. - They should be sensitive to the needs of
others.
3. Social Journalism
5. Hard working
- A model of journalism relay that combines
professional journalism with those offered by - they are expected to work hard in sourcing
citizen journalists or even regular audiences accurate information.
who post feedback, comment, or content (such
as stories and events) on their online accounts - The public regards media practitioners highly,
so they must not compromise the public’s
- consist of hybrid of professional journalism, interest.
contributor, and written content

- relies on community involvement, audience

engagement, social news gathering and Lesson 1_C: MIL as a Multi-Disciplinary
verification, data analytics, and relation building Approach

Characteristics of a Good Media Practitioner Introduction to Media and Information

Literacy: Definition and Importance
1. Truthful
Importance of Media Literacy:
- should convey a message or information that
is accurate, and factual. Media literacy is the ability to access, analyze,
evaluate, and create media:
- False information can harm the reputation of
others or it may cause them danger.
- individuals need to develop expertise with our knowledge and enhancing our
increasingly sophisticated information and comprehension.
entertainment media that address us on a
- Information literacy enables us to gather
multi-sensory level affecting the way we feel,
essential information to expand our knowledge.
think, and behave
Importance of Digital/Technology Literacy
- Media literacy allows us to exercise critical
thinking when analyzing different forms of Technology literacy is the ability to acquire
media and wide range of issues. With this, we relevant information and use modern day tools
can discern what information is factual, truthful, to get, manage, apply, evaluate, create, and
and objective. communicate information:
- Media literacy allows us to understand the - nearly every career requires digital
significant role of media in our society and how communication
largely it influences us as users.
- Digital literacy helps us understand the
- Media literacy enables us to become benefits and harm of digital footprint that we
competent in processing and assessing the form either passively leave or actively share about
of media we use. This literacy enables us to themselves online, most notably social media
think independently and make our own opinion sites
instead of relying on what the media dictates.
- Digital literacy allows us to adapt what we
- Media literacy makes us become well- produce for various contexts and audiences
informed using the different forms of mass using rich media such as images, video and
media simultaneously. It develops an sound.
intellectual and artistic sense on how we can
create useful and effective forms of media by - With technological discoveries and
ourselves. breakthroughs, digital literacy allows people
nowadays to find cure for dreaded incurable
Importance of Information Literacy illnesses, like brain cancer or as of late, Covid
19.
Information literacy allows a person to
recognize when information is needed and how - Digital literacy allows us to effectively and
he/she will be able to access, locate, evaluate, responsibly engage with the digital world such
and use it effectively: as blogs and discussion forums, video and photo
sharing, social gaming and other forms of social
- Information literacy allows us to distinguish
media
which among the sources of information are
relevant.

- Information literacy enables us to organize and

classify the different forms of media which can
be used to secure relevant and substantial
information.

- Information literacy aids us in developing

effective research skills essential in enriching