Media and

Information
Literacy: People
and Media
This module explores the role of people in media and information
literacy. It aims to help you become not only an information literate
individual but also a creative and critical thinker, a responsible
user, and a competent producer of media and information. This
module focuses on the different dimensions of people as media
and categorizes various examples of people in media.

by Gilbert Nacion
People as Media: Key Concepts
People as media refers to individuals who serve as channels of information dissemination. They use various media forms,
including writing, audio, visual, and multimedia, to spread information and messages to the public. The advent of technology and
social media has empowered people to not only produce media but also evaluate, analyze, edit, and provide feedback on media
artifacts.

1 Opinion Leaders 2 Citizen Journalism

Opinion leaders are highly exposed to and actively use Citizen journalists are individuals without professional
media. They interpret messages for lower-end media journalism training who use modern technology and the
users, and their opinions are often accepted by a group. internet to create, augment, or fact-check media. They
play a crucial role in disseminating information and
holding institutions accountable.

3 Social Journalism 4 Crowdsourcing

Social journalism involves journalists using social media Crowdsourcing involves soliciting contributions from a
platforms to make their content accessible to a wider large group of people, especially from the online
audience. It leverages the reach and engagement of community, to obtain needed services, ideas, or content.
social media to connect with audiences and share news It leverages the collective intelligence and expertise of a
and information. crowd to achieve a specific goal.
The Two-Step Flow Communication Model
The two-step flow theory, developed by Paul Lazarsfeld and Elihu Katz, explains the role of opinion leaders in shaping
the consciousness of lower-end media users. It suggests that information flows from media to opinion leaders and then
from opinion leaders to the general public. Opinion leaders are seen as more influential than the media itself because
they are considered trustworthy and non-purposive, and they play a more determining role in shaping an individual's
opinion or action.
1 2 3

Step 1: Media to Opinion Step 2: Opinion Leaders to Step 3: Diffusion of

Leaders Lower-End Media Users Innovation
Opinion leaders are highly Opinion leaders interpret and The two-step flow theory is also
exposed to media and actively disseminate information to their known as the diffusion of
consume information from various followers, influencing their innovation theory because it
sources. opinions and actions. explains how innovative ideas are
spread through opinion leaders.
People in Media: Media Practitioners
People in media are media practitioners who provide information based on their expert knowledge or firsthand
experience of events. They use various media forms, including text, audio, visual, and multimedia, to disseminate
information and messages to the public. They are primarily engaged in print, broadcast, film, new media, and
gaming.

Print Journalists Photojournalists Broadcast Journalists

Print journalists are trained in Photojournalists use their cameras Broadcast journalists are skilled in
journalism writing and produce to capture important scenes and journalism and public speaking.
news and stories based on real events, telling stories through They deliver news updates on
events in the community. They images that have a significant television, informing the public
typically work for newspapers and impact on society. about local, national, and world
magazines. events.
Multimedia Journalists: The Convergence of
Media
Multimedia journalists are skilled in accessing, evaluating, and producing information using various media forms.
They often leverage social networking sites to connect with a wider audience and disseminate reliable news stories.
They are adept at integrating different media elements, such as text, images, video, and audio, to create engaging
and informative content.

Visual Storytelling Audio Content Social Media Data Visualization

Engagement
Multimedia journalists use They incorporate audio They use data
images and videos to elements, such as Multimedia journalists visualization techniques to
enhance their storytelling podcasts and interviews, utilize social media present complex
and provide a more to add depth and richness platforms to connect with information in a clear and
immersive experience for to their reporting. their audience, share their understandable way.
their audience. work, and engage in
conversations.
The Effects of Media: Understanding Influence

Media education recognizes three main paradigms on the effects of media: powerful and direct effects, limited
effects, and moderate effects. Each paradigm offers a different perspective on the influence of media on individuals
and society.

Powerful and Direct Limited Effects Moderate Effects

Effects
The limited effects paradigm The moderate effects paradigm
The powerful and direct effects believes that audiences are takes a reconciliatory approach,
paradigm, also known as the capable of discerning acknowledging that media
magic-bullet or hypodermic propaganda and that media has effects can occur over longer
needle theory, suggests that a limited capacity to persuade periods and that audiences are
media has a strong and them. It emphasizes the role of not passive but actively create
immediate influence on individual factors, such as meaningful experiences with
audiences, shaping their existing beliefs and values, in media.
attitudes and behaviors without shaping media effects.
their conscious awareness.
Crowdsourcing: Collective
Intelligence in Action
Crowdsourcing is the practice of obtaining needed services, ideas, or content by soliciting
contributions from a large group of people, especially from the online community. It
leverages the collective intelligence and expertise of a crowd to achieve a specific goal.
Crowdsourcing platforms allow individuals to contribute their knowledge, skills, and
resources to solve problems, develop new ideas, or create content.

Platform Description

TripAdvisor A travel website that allows users to

share reviews, ratings, and
recommendations for hotels, restaurants,
and attractions.
Waze A community-driven GPS and navigation
app that provides real-time traffic
updates and directions.

Wikipedia An online encyclopedia that allows users

to collaboratively edit and contribute
content.
Wikis: Collaborative Knowledge Creation
Wikis are applications that allow several people to collaborate, modify, extend, or delete the contents or structure of a particular page
devoted to a topic or content. Unlike blogs, a wiki has no defined writer or author and has little implicit structure, allowing structure to
emerge according to the needs of the users. The most popular example of a wiki is the online encyclopedia Wikipedia, which allows users
to collaboratively create and edit content.

Collaborative Editing
Wikis enable multiple users to contribute to and edit content simultaneously, fostering a collaborative knowledge creation process.

Open Access
Wikis are typically open-source platforms, allowing anyone to access and contribute to the content.

Dynamic Content
Content on wikis is constantly evolving as users contribute new information and updates, ensuring that the information is
current and relevant.
Understanding the Roles of
People in Media
It's important to understand the distinct roles of people as media and
people in media. People as media are individuals who serve as channels of
information dissemination, while people in media are media practitioners
who provide information based on their expertise or firsthand experience.
Both roles are essential in shaping the media landscape and influencing
public opinion.
Role Characteristics

People as Media Media users, well-oriented to

media sources and messages,
intermediaries who provide
information to lower-end media
users.

People in Media Media practitioners, experts,

provide information to media
users.