MEDIA AND INFORMATION

LITERACY
PREPARED BY MR. A. HEPOLIO
Before we start, answer these
questions:

1.When was the last time you

read a newspaper?
2.What was your previous
activity in your mobile phone?
3.What is the recent episode in
television or radio segment you
Why do you think the media
is likened to a tree? What
does it tell us about the role
of media?
 LESSON 1:
HOW MEDIA AND
INFORMATION
AFFECT COMMUNICATION
Five C’s in 21 Century
st

Skills:

Creativity
Collaboration
Critical Thinking
Connection
Communication
COMMUNICATION
-Is derived from the Latin word “communis” which means
common.
This involves the process of transmitting and delivering
information to an intended audience for whatever purpose it
may be such as:
• Forming relationships
• Exchanging meanings
• Making transactions
• Influencing choices
• Stimulating aesthetic appeal
• And more importantly, for creating and producing ideas.
One form of communication takes place through media.
Inevitably, in one way or another, media such as:
• PRINT,
• BROADCAST,
• ONLINE
have an impact on how people communicate nowadays.

Media continuously transform the way humans communicate.

Prior to the advent of the digital era of communication, people were only
exposed to simple forms of communication like:
• a usual conversation between two persons
• teacher-led discussion
• sending snail mail
• receiving a phone call
 SOURCE
The point of reference from where or from whom the message is
crafted.

Sources in media may take in various forms like:

a direct person delivering the message (e.g., the disc jockeys you hear
in radio) or -
indirect forms such as still images like photographs or texts on
newspapers.

The differences in the manner, style and strategies on how the source
or the sender shares information have an impact on communication
 ​MESSAGE

The heart of the communication process that connects the source to the
audience.

Without the message or the content, there is nothing to discuss or to

learn.

Nowadays, a vast collection of media content is being produced and

consumed by literate individuals.

The message we see, we hear or we read in media have at some point

an influence in our daily lives.
 CHANNEL/MEDIUM
• The tool used to deliver the message from the source to the
receiver.
• In parlance, this is called mass media which is designed to reach
large audiences with the aid of technology.
• Each channel is developed and managed depending on the technical
aspects and features of these information communication
technologies.
• For example, same news event may be understood by the people
but the manner of producing the content in radio broadcast and
online platform will vary.
 RECEIVER

Refers to the people who will decode the message.

Ideally, the way the source understood the message
should be the same way the receiver will interpret the
content.
Receivers can be controlled depending on the kind of
medium that the source will use. For example, if the
source decided to use social media, most likely the
content is open to public opinion.
 NOISE
Refers to the unwanted yet unavoidable element in communication flow.
This can be classified as either external or internal that impedes
comprehension.

Specifically, this could be a physical noise like technical glitches in the

equipment, or a physiological noise that concerns the functional systems of
the sender or the receiver.

For example, if the speaker has a stuttering problem, there might be a form
of vagueness in the message. Another type of noise could be psychological or
mental barriers like when there is a presence of bias and stereotype in the
message
 REMEMBER!!!

If one element is missing or disrupted,

Communication Breakdown will take place.
COMMUNICATION
MODELS
 Shannon and Weaver Model
dated 1949. It’s a two-way process that
reinforces that message needs to be
deconstructed if there is a greater noise or
disturbance to lessen ambiguity.
 CHARLES OSGOOD’S MODEL.
This explains the circular process in which the
roles of being a source and a receiver can be
interchanged and done simultaneously with the
help of feedback mechanism.
 SCHRAMM’S MODEL
He emphasized on the shared experiences and
understanding between the sender and receiver.
If there is less commonality, there is a possibility
that both will experience difficulty in
communication.
 N 2 :
S O A N D
LE S D I A C Y ?
M E E R A
T I S L IT
H A I O n
W A T
O R M
I N F
 LITERACY
One’s cognitive ability to process
information using written
materials in various context

- UNESCO, 2005
 INFORMATION LITERACY

Refers to one’s ability to search, access,

consolidate, utilize, and create relevant
information for varying purpose.
 Media Literacy
Focuses on how a person identifies the roles
and functions of media institutions, how he
scrutinizes the content and even various
information providers, and how he makes use
of media in a responsible, ethical manner.
 TECHNOLOGY LITERACY
Refers to skills on the effective usage of
technology including hardware and software to
communicate, manipulate, store and access
information.

MEDIA AND INFORMATION LITERACY

A set of integrated skills, attitudes, competencies
that empower citizens to communicate and
understand information for democratic discourse,
and to evaluate, produce and use all of these
Based on UNESCO’s framework, Media and Information
Literacy is essential to:

a.make informed decisions

b. Learn about the world

around them
c. build a sense of
community

d. maintain public
discourse

e. engage in lifelong
learning
 LESSON 3:
RESPONSIBLE
USES AND
PRODUCTION OF
MEDIA AND
INFORMATION
These issues will challenge an
individual to apply what he knows
about media and how to understand
its influences in one’s identity,
personal choices and decisions.
1. Plagiarism
a product of poor attitude towards learning. Not
only students but also professional ones even tend to
plagiarize for a number of reasons like:
• pressure
• lack of skills,
• even misconception on how to avoid this issue.

Whether consciously or unconsciously done, media

and information literate individuals show respect to
other people’s ideas and creations. To stop
plagiarism, one should learn how to summarize,
paraphrase and cite source properly.
2. Aside from not committing plagiarism, one
must show intellectual respect and honesty by
abiding laws concerning media and
information uses such as Intellectual
property law, e-commerce law, anti-
piracy and law.
3. He/she can spot any form of stereotypes
like:
• gender or racial,
• Bias
• oversimplified generalization
A member of a group may be portrayed in one
aspect but if this representation is attributed to
all or most of the members, then this limits the
view to other people. Understanding this
seemingly subtle messages conveyed in media
will help you establish positive relationship and
engage in a meaningful intercultural dialogue
4. Every person is entitled to his or her
own right to express his or her
opinion.

But in every right, there is a corresponding

obligation and that is to be careful and
conscious of what you put into writing or
what you say so as not to create false
claims, hate messages, spam, rumors, and
chain letter. Respect is a fundamental yet
 5. Verifying sources is one indicator of
being critical media user.

It does not necessarily mean that if a website has

an org or edu in its URL, it is already a
trustworthy site. Some would even attempt to
place expert claims, facts and figures, and even
aesthetically professional display just to implant
deceit, hate or confusion to readers.
 6.Words can make or break a person.
When people become mean and offensive online,
this is considered a form of harassment in the
digital world which is called cyberbullying
 7.BE CAUTIOUS OF THE PROPAGANDA

or statements that may seem believable and

worthy of your attention when in fact it is meant
to deceive or hide the truth to the audience.
Propaganda is usually found in politics,
advertisement, speech, and the like. Some common
examples would be:
• Glittering Generalities or using Sugar-coated
Positive Statement that has no bearing in the
message,
• Bandwagon which promotes the idea that if you
want to feel sense of belongingness
• (you must join the wagon or the group or else you
will be left out)
• Half-truth or Card-stacking in which only a partial
information is revealed to the consumers
• Appeal To Authority or people may seem likeable or