Media and Information

Literacy as Citizen
Engagement

S
Interrogating Print Ads
 UNESCO, 2003

S  “Literacy is a fundamental human right and

the foundation for lifelong learning. It is
fully essential to social and human
development in its ability to transform lives.
For individual, families, and societies alike,
it is an instrument of empowerment to
improve one’s health, one’s income, and
one’s relationship with the world.”
 Media Literacy as an
Instrument for Empowerment

S  Activity 1

Take a close look at the print ads. Look at

the elements – the color, the design, and the
product message. Now, go beyond the
photograph of the print ad and answer the
guide questions. Each group will discuss the
answer later on.
1.  Who created this print
advertisement? Cite not a
person but an institution or an
organization.
2.  What attracted you to this
print advertisement?
3.  How do you react to this print
advertisement? Now, how do
you think other people might
react to this print
advertisement?
4.  What lifestyles are presented in
this print advertisement?
5.  What values are being
promoted in this print
advertisement?
 Media Literacy

S  A repertoire of skills and capacities. It is the

“ability to access, analyze, and respond
to range of media.” (Sargant, 2004 as cited
in Zarate, 2016)
S  Media literacy is “having access to the
media, understanding the media, and
creating /expressing oneself using the
media.” (Buckingham & Livignstone, 2005)
 Information Literacy

S  The set of abilities requiring individuals to

recognize when information is needed, and
how to locate, evaluate, and use its
effectively.
S  Information Age

S  Who puts information on the internet?

Domain Names and their Equivalent
.edu Educational Institution
.com Mostly commercial entities, some of
which are profit-oriented
.org Non-profit organizations
.gov Government organizations
.net Internet service providers
 Source of Information

a.  Popular Publications – journalistic articles, feature

articles, manuals, flyers, fact sheets, and even blogs
by netizens.
b.  Scholarly Publications – well-researched articles
found mostly in academic journals and published
for the specialists of a specific field.
c.  Trade Publications – highly specialized materials
meant to for the players and specialists of a specific
industry.
 Media and Information
Literacy Education

“The essential competencies (knowledge, skills, and

attitudes) that allow citizens to engage with media and
other information providers effectively, and develop
critical thinking and life-long learning skills for
socializing and becoming active citizens. MIL also
involves the ethical use of media, information and
technology, as well as participation in democratic
and intercultural dialogue. ” (UNESCO, 2011)
Digitalcitizenship.net (2016)

1.  Digital Access – the ideal situation where all have full
electronic participation in society.
2.  Digital Communication – this involves the electronic
exchange of information through various platforms and
channels.
3.  Digital Commerce – this involves the sale and purchase
of goods and services using digital platforms in the
internet and mobile phones.
4.  Digital etiquette – regarded as the appropriate and
respectful behavior when using information
technologies.
Are we glorifying
their crimes?
5.  Digital Law – the legal environment that informs and
guides the users of media about the ethical and
productive use of technology. Magna Carta for
Internet Freedom.
6.  Digital Wellness – this covers the protection of users
from what could be potentially deleterious to their
physical, physiological, and even psychological well-
being.
7.  Digital Security – it covers the entire safety precautions
that information technologies invoke – from virus
protection to data protection.
When do we say
something is
constructed?

S
Superheroes?
The media employs more
than words to construct a
more complex reality of
society.

Constructions create representations. S

 Shampoo commercials…

A commercial is ALWAYS selling the product. How is this ad selling its

product? What is it most potent way of selling the product?