INTRODUCTION TO MEDIA

AND INFORMATION LITERACY

Chapter 1

Prepared by: Jonathan Ramos

 WHAT IS MEDIA?
• Media refers to the combination of physical
objects used to communicate or mass media
communication through physical objects, such as
radio, television, computers, telephone, mobile
phone, film, etc.
 MEDIA LITERACY
• Media literacy is understanding and using mass
media in either an assertive or non assertive way,
including an informed and critical understanding
of media, what techniques they employ and their
effect.
• The ability to read, analyze, evaluate, and produce
communication in a variety of media forms, e.g.
television, print, radio computer and other.
 WHAT IS INFORMATION?
• Information is a broad term that can cover data,
knowledge derived from study, experience, or
instruction, signals or symbols.
• In the media world, information is often used to
describe knowledge of specific events or situations
that has been gathered or receive by
communication, intelligence or news.
 INFORMATION LITERACY
• Information literacy refers to the abilities to
recognize when information is needed and to
locate, evaluate, effectively use, and
communicate information in its various formats.
 TECHNOLOGY
• Technology is defined as the science in industry,
engineering etc., to invent useful things or to
solve problems. Through the years, it has galloped
over different phases (For example, from
traditional telephones to smartphones, from paper
books to electronic books).
 TECHNOLOGY LITERACY
• Technology literacy is the responsible means of
using various technological tools in order to meet
one’s goal in acquiring and giving the right
information.
 MEDIA AND INFORMATION
LITERACY
• Plays and important role in communication and
information dissemination. Media and Information
will enable us to access, understand and create
communications in a variety of contexts in the
form of accessing, understanding, and creating
media and information.
• Accessing Media and Information – the use,
navigate, manage, store and retrieve content in
print, radio and online.
• Understanding Media and Information –
viewers ability to read, deconstruct and evaluate
media contexts and motivations. A critique view
on quality of material being broadcast and shared.
• Producing Media and Information – viewers or
netizens ability to produce, distribute and publish
ideas and information via mainstream media or
social media.
 MEDIA & INFORMATION PLAY
SEVERAL ROLES. THEY:
• act as channels of information and knowledge
through which citizens communicate with each
other and make informed decisions,
• facilitate informed debates between diverse social
actors.
• provide us with much of what we learn about the
world beyond our immediate experience.
• are means by which a society learns about itself
and builds a sense of community.
• 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, misadministration and
corporate mistakes.
• Are essential facilitators of democratic processes
and one of the guarantors of free and fair
elections.
 BASIC CONCEPTS
1.Media construct our culture. Our society and
culture – even our perception of reality – is
shaped by the information and images we
receive via the media.
2.Media messages affect our thoughts,
attitudes and action. All of us are affected by
advertising, news, movies, pop music, video
games and other forms of media.
3. Media use “the language of persuasion”.
All media messages try to persuade us to believe or
to do something. News, documentary films, and
nonfiction books all claim to be telling the truth.
4. Media construct fantasy worlds. Movies, TV
shows and music videos sometimes inspire people
to do things that are unwise, anti-social or even
dangerous.
5. No one tells the whole story. Every media
maker has a point of view. Every good story
highlights some information and leaves out the
rest.
6. Media messages contain “texts” and
“subtexts”. The text is the actual words, pictures
and/or sounds in a media message. The subtext is
the hidden and underlying meaning of the
message.
7. Media messages reflect the values and
viewpoints of media maker. Our values and
viewpoints influence our choice of words, sounds
8. Individuals construct their own meanings
from media. Although media makers attempt to
convey specific messages, people receive and
interpret them differently, based on their own prior
knowledge and experience, their values and their
beliefs.
9. Media messages can be decoded. By
“deconstructing” media, we can figure out who
created the message, and why. We can identify the
techniques of persuasion being used and recognize
how media makers are trying to influence us. We
notice what parts of the story are not being told,
10. Media literate youth and adults are active
consumers of media. Media literacy helps people
consume media with a critical eye, evaluating
sources, intended purposes, persuasion techniques
and deeper meanings.
ARTICLE 19 OF THE UNIVERSAL DECLARATION
OF HUMAN RIGHTS states that , ‘Everyone has
the right to freedom of opinion and expression; this
right includes freedom to hold opinions without
interference and to seek, receive and impart
information and ideas through any media and
regardless of frontiers (United Nations, 1948). ‘ MIL
equips citizens with the necessary competencies to
seek and enjoy the full benefits of this fundamental
human right.
-END-