COM03
– MIDTERMS * Living in the global village where we navigate the global
MEDIA, LAWS & FREEDOM Netiquette rights regarding its issue and concern of having ethical
ETHICAL CHARACTERISTICS OF A 21STCENTURY
CITIZEN: All human beings aim for a life where the exercise
and implementation of rights and freedom are supposed to be
guaranteed. If these are not guaranteed, chaos and disorder could
ensue
THE 30 ARTICLES OF THE UNIVERSAL
DECLARATION OF HUMAN RIGHTS (UDHR)
✖ created in 1948
✖ by the United Nations (UN)
✖ all member-states of the UN are signatories. All countries
should ensure that the UDHR's 30 articles governing the exercise
of human rights should be enacted, practiced and reflected in the
various laws of each country
(Simplified version)
1. We are all born free and equal. 2. Don't discriminate
3. The right to life 4. No slavery 5. No torture
6. You have rights no matter where you go
7. We're all equal before the law
8. Your human rights are protected by the law
9. No unfair detainment 10. The right to trial
11. We're always innocent till proven guilty 12. The right to
privacy 13. Freedom to move 14. The right to seek a safe place to
live 15. Right to a nationality 16. Marriage and family 17. The
right to your own things 18. Freedom of thought 19. Freedom of
expression 20.The right to public assembly 21. The right to
democracy 22. Social security 23. Workers' rights
24. The right to play 25. Food and shelter for all
26. The right to education 27. Copyright 28. A fair and free world
29. Responsibility 30. No one can take away your human rights.
*The idea of exercising our rights is connected to the concept of
promoting equality in society. All countries should protect their
citizens and ensure that these rights are guaranteed for all. It is
also our duty as a citizen to uphold equality in all spheres of
society the same as our leaders or the government uphold our own
rights.
HUMAN RIGHTS - "set of entitlements and protections
regarded as necessary to protect the dignity and self-worth of a
human being. Such rights are usually captured in national and
international documentation that articulates these rights“ • these
rights cover the guidelines of having a peaceful and harmonious
life for everyone, encouraging the participation and the
development of citizens in its society.
EQUALITY - "the idea that everyone, irrespective of age,
gender, religion and ethnicity, is entitled to the same rights. The
idea of citizenship embraces equality issue. ♣ race ♣ faith ♣
religion ♣ gender ♣ political affiliation ♣ social status ♣
disability ♣ indigenous identity ♣ and similar concepts
*In a way, the exercise of and respect for human rights and the
respect for equality entails having ethical behavior in society.
Being ethical is definitely a requirements to be a citizen of the
21st century, regardless whether people come from different
belief systems and harbor varied ideologies.
ETHICS - "the rules or standards that govern someone's conduct"
IDEOLOGY - "a doctrine, philosophy, body of beliefs or
principles belonging to an individual or group which can be
thought of as a comprehensive vision, a way of looking at things
(as in common sense and several philosophical tendencies) or a
set of ideas proposed by the dominant class of a society to all
members of this society."
media culture on a daily basis challenges the respect for human
behavior.
✖ One of these factors that threatens the issues and concerns of
having ethical human rights behavior is if certain dominant
ideologies or belief systems are forced upon media consumers
by media producers that are political, philosophical or
personally
• Ethical behavior not only concerns media consumers within
their level BUT ALSO within the level of media producers.
INFORMATION AND COMMUNICATION RELATED
FREEDOMS: Each specific medium contains its own set of
aesthetics, technical requirements and ethical codes of conduct
as well as issues related to their regulations.
- This is the reason why certain media institutions have to abide
by certain codes and standards related to the practice of their
professions.
"Code of Practice" or "Diversity Code"
✖ The set of principles of conduct for journalists, which
describe the appropriate behavior to meet the highest
professional standards.
✖ Despite the difference in various existing codes or institution
specific code of ethics, most share the common principles,
including truthfulness, accuracy, objectivity, impartiality or
equality, fairness and public accountability these characteristics
apply to the pursuit of newsworthy information and to its
subsequent publishing to the public.
✖ The global media culture operates on the basis of certain
ethical codes which should be practiced regularly and these
practices reflect the state of freedoms a country possesses.
The concept of freedom of press is always highlighted:
Freedom of Press - the media in general being free from direct
censorship or control by government
- does not hinder the application of competition to prevent
monopolies or state allocation of broadcast frequencies.
Freedom of Speech - the freedom to speak freely without
censorship or limitation or both.
- the synonymous term freedom of expression is sometimes
used to indicate not only freedom of verbal speech but any act
of seeking, receiving and imparting information or ideas,
regardless of the media used
- freedom of press is an aftereffect to this right and essential to
the building and supporting of communities and civil society.
*Regardless of the freedom of expression, the limitless
freedom can harm other people's rights.
Flamers or trolls sometimes misunderstand this freedom of
expression by releasing or posting hurtful comments online.
Hate Speech - any communication that incites hatred of a
defined group of people because of their collective
characteristics (ethnicity, gender, sexuality, etc...)
Media consumers are also entitled to…
Freedom of Information - the right of citizens to access
information held by public bodies
Transparency - reflects the practice of good governance. On
the other hand, odd or deviant government bodies also have
influence over certain media structures.
*This is where media literacy of the media consumers comes
in. Media consumers have to be wary of how media gatekeepers
perform their functions and filter out information.
Media Gatekeepers - a generic term applied to anyone who has
the role of filtering ideas and information for publication or
broadcasting p.1
- internal decision making process of relaying or withholding
information from the media to the masses
- occurs at all levels of the media hierarchy; from a reporter
deciding which sources to include in a story to editors deciding
which stories to print
*The government reserves the right to restrict certain
information that poses a threat to the security of the country.
LAWS AFFECTING MEDIA AND MEDIA USAGE:
1987 constitution of the Philippines under the portion on
article 3 or the bill of rights
✖ Section 4 "No law shall be passed abridging the freedom of
speech, of expression, or of the press, or the right of the people
peaceably to assemble and petition the government for redress
of grievance.”
✖ Section 7 "the right of the people to information on matters of
public concerns shall be recognized. Access to official records,
and to documents and papers pertaining to official acts,
transactions or decisions, as well as to government research data
used as basis for policy development, shall be afforded the
citizen, subject to such limitations as may be provided by law."
Libel Law - Article 353 of the revised penal code of the
Philippines defines libel as "a public and malicious
imputation of a crime or of a vice or defect, real or imaginary,
or any act, omission, condition, status, or circumstance tending
to cause the dishonor, discredit, or contempt of a natural or
juridical person, or to blacken the memory of one who is dead.”
- oversimplified definition
Intellectual property code (1977)
✖ (Republic act no. 8293) or IP Code is the overall law
protecting copyrights and all kinds of intellectual property
creations including patents and trademarks. Fair use is also
discussed in this law.
✖ The IP Code should be enough to cover copyright holders
and punish violations in intellectual property infringements.
E-commerce Law - The Electronic Commerce Act of 2000
(Republic Act No. 8792) which protects mostly financial and
commercial transactions online. However, it also covers
hacking and illegal downloading of copyrighted materials.
Optical media act (Republic Act No. 9239) - wanted ensure
the protection of specific media products subjected to illegal
duplication or privacy.
Anti-Camcording Law (Republic Act no. 10088) - This law
aims to prevent the illegal video camera recording of movies
currently shown in theaters, as evident in the awareness
campaigns they play before each movie in the country.
Cybercrime law - (Republic Act No. 10175) covers all other
online anomalies such as identity theft, child pornography, data
misuse, cybersquatting, and other computer-related and internet-
facilitated practices.
- This law became controversial in 2012 and 2013 since is also
criminalizes libel in the online world, limiting certain exercises
of freedom of expression.
CRIMES AFFECTING MEDIA AND MEDIA USAGE:
PIRACY - Copyright upholders believe creative works should
be rightfully protected.
- the illegal uploading, downloading, communication, making
available to the public or broadcasting of protected material,
electronic signature or copyrighted works including legally
protected sound recordings or phonograms or information
material on protected works, through the use of
telecommunication networks, such as, but not limited to, the
internet, in a manner that infringes intellectual property rights.
- Some big media companies have also adjusted their stance
on the issue as they started to offer specific copyrighted material
for free in their websites.
- As an indirect result of the digital divide, piracy of media
products has actually contributed to the informal sector of the
local economy
Censorship - the practice of suppressing material that is
considered morally, politically or otherwise objectionable
- The freedom of expression, the freedom of speech, the
freedom of press and the freedom of information are affected
whenever there is censorship within the ranks of the editorial
board, the media company or the government that imposes such
moves to its divisions
- Film and TV industries are sometimes subjected to selective
censorship. Movie and Television Review and Classification
Board (MTRCB)
✖ a government body where films and TV shows are submitted
to be rated.
✖ each rating will guide viewers of the age appropriateness of
the media product's content.
- Technically, all movie houses in the Philippines are subjected
to the rules of MTRCB except for two institutions:
✖ the CCP theaters ✖ the UP Film Institute's Film Center or
Cine Adarna theatre
Various reasons why media products and media
practitioners are censored.
•Some media products may be deemed controversial or taboo
for public consumption or they may present political views that
are critical of the government or its officials.
•An artist or media practitioner may also perform controversial
acts or speak in a way (such in the use of swear words) that
causes censorship.
•Certain forms of censorship are done to protect the rights of
certain individuals, especially children.
NETIQUETTE ✖ the code of proper conduct applied to virtual
online spaces ✖ It means respecting other users’ views and
displaying common courtesy when posting your views to online
discussion groups. ✖ or network etiquette, is concerned with
the "proper" way to communicate in an online environment.
Core Rules of Netiquette
Rule 1: Remember the Human ✖Practice the Golden Rule: Do
unto others as you would have others do unto you.
Rule 2: Adhere to the same standards of behavior online
that you follow in real life ✖You should do your best to act
within the laws and ethical manners of society whenever you
inhabit "cyberspace.“
Rule 3: Know where you are in cyberspace ✖"Netiquette
varies from domain to domain." (Shea, 1994) Depending on
where you are in the virtual world, the same written
communication can be acceptable in one area, where it might be
considered inappropriate in another.
Rule 4: Respect other people's time and bandwidth
✖Electronic communication takes time: time to read and time in
which to respond.
Rule 5: Make yourself look good online ✖Always check for
spelling and grammar errors ✖Know what you're talking about
and state it clearly ✖Be pleasant and polite
Rule 6: Share expert knowledge
Rule 7: Help keep flame wars under control
Rule 8: Respect other people's privacy
Rule 9: Don't abuse your power ✖Just remember: knowing
more than others do or having more power than others may
have does not give you the right to take advantage of anyone. p.2
Rule 10: Be forgiving of other people's mistakes ✖Practice
kindness and forgiveness as you would hope someone would do
if you had committed the same offense. If it's a minor "offense,"
you might want to let it slide.
Current and Future Trends of Media and Information:
A massive open online course (MOOC) - is a model for
delivering learning content online to any person who wants to
take a course, with no limit on attendance.
Can be characterized as follows:
• they are online courses
• with no formal entry requirement
• no participation limit
• are free of charge
• and do not earn credits.
Wearable Technology - refers to devices that can be worn by
users, taking the form of an accessory such as jewelry,
sunglasses, a backpack, or even actual items of clothing such as
shoes or a jacket.
• The benefit of wearable technology is that it can
conveniently integrate tools that track sleep, movement,
location, social media. There are even new classes of devices
that are seamlessly integrated with a user’s everyday life and
movements.
Google glass - Time Magazine named it one of the “Best
Inventions of the Year.” (2012) Tiny but powerful hardware
(packed with Bluetooth, Wi-Fi, GPS, Speakers, camera,
microphone and touchpad)
- Has voice-command (and dictating text messages) no more
foraging around for a camera, tuning the settings of your photo
apps, and letting the moment go by without a single snap. Just
say, "Take a Photo" and your view at the moment is captured,
hands-free.
Smart Watch - This wearable technology allows notifications
from smartphones to appear on it allowing users to interact with
those notifications using voice or swipe gestures.
3D Environment - 3D means three-dimensional, i.e. something
that has width, height and depth (length).
Advantages of 3D Environment:
• 3D brings excitement to learning; • 3D lessons are captivating
and engaging; • Many of the abstract subjects become tangible
for students; • The understanding of complex ideas improves;
• Knowledge retention increases.
Ubiquitous Learning - which enables anyone to learn at
anyplace at anytime.
Evolution of Ubiquitous Learning:
a. E-learning – Computer and Network
b. M- learning – Mobile devices and wireless networking makes an introductory speech and introduces other speakers.
c. U-learning – Sensor technology, mobile devices and They act as the master of ceremonies.
wireless networking C. Disk Jockey or Radio Announcer - more commonly
AUDIO INFORMATION: Media communication that uses
audio or 2 recordings to deliver and transfer information
through the means of sound.
Types of Audio Information
1. Dialog or Conversation - a communication tool that allows
people to understand other viewpoints without putting
themselves against different perspectives.
2. Lecture or Talk - a way of delivering information where
there is a speaker in front and the audience just listen to what
he/she is saying.
3. News - a television or radio broadcast which consists of
information about recent events in the country or the world.
4. Podcast - original audio or video recordings, but can also be
recorded broadcasts of a television or radio program, a lecture, a
performance, or other event.
5. Audiobook - a recording of a book or magazine being read
aloud.
6. Music - vocal, instrumental, or mechanical sounds having
rhythm, melody, or harmony.
KINDS OF MUSIC:
Classical - Greatly emphasized homophonic melodies, means
that there is a single melody that all instruments play which
makes it light and airy to ears.
Opera - Often played at theatres. Emotions are conveyed
through vocal technique and do not use amplification.
Note: Opera are performed throughout the play while Broadway
is only performed in some parts of the play.
Broadway - Also performed in theatres however, this music is
used to heighten the plot of the story or to change the mood of
the play.
Folk or Traditional - Traditional music from a particular
country, region, or community, especially music developed by
people who were not professional musicians. Inspirational,
Gospel, or Religious - A type of music from a specific religion
that worships their God.
Ballad - A narrative set to music; a slow song, most often a love
song, in which melody is predominate.
Soul - A type of African - American music that developed in the
1960s, combining R & B with pop, rock ’n’ roll, and gospel
styles; usually has a strong beat and places emphasis on singing.
Reggae - A type of music that developed in Jamaica in the
1960s with songs about social and political subjects and heavy
bass sounds.
Hip -hop or Rap - A type of music that developed among
African -American musicians using rap and samples that are
repeated and combined with musical instruments.
Rock or Punk - A type of music that was popular in the 1950s
and combined simple blues structures played on guitars with
strong regular beats.
Asian Pop - Kind of music that developed in East Asian
Nations with different kinds of genre, the most popular is
Korean Pop or famously known as K-pop.
Original Pilipino Music - Are performance arts composed in
various genre and styles that originated in the Philippines; a
mixture of indigenous, other Asian, European, Latin American,
and American influences.
Creators of Audio Information:
A. Commentator - a person who makes commentaries and
discusses news, sports events, weather, or the like, as on
television or radio.
B. Emcee - a person who acts as host at formal occasions and
abbreviated as DJ, is a person who plays existing recorded
music for a live audience.
D. Narrator - narrates the text; only exists in fictional texts or
in a narrative poem.
E. Voice -over - voice of a visible character expressing
unspoken thoughts.
F. Music Artist - A person and artist who has a passion to
create, perform and sing lyrics, songs and music that they love
and play a musical instrument where relevant to their artistry.
G. Musician - a person who makes music a profession,
especially as a performer of music.
Channels of Audio Information:
Radio - is the piece of equipment that you use in order to listen
to radio programs. It is a system of sending sound over p.3
a distance by transmitting electrical signals.
Walkman - it is a small cassette player with light headphones
which people carry around so that they can listen to music, for
example while they are travelling.
Discman - trademark a small portable CD player with
light headphones
MP3 Player - A portable consumer electronic device that
allows you to store and plays music files in MP3 format. MP3
players are small handheld devices and often use flash memory
for storing MP3 files.
iPod - A portable electronic device, developed and
manufactured by Apple, Inc. to allow users to upload and play
their music using the device. Channels of Audio Information
iTunes - A software application for downloading, playing and
managing audio and video files. The application also provides
users with easy access to the iTunes Store.
How to Produce Audio Information:
1. Cassette Tape - an analogue magnetic tape recording format
for audio recording and playback.
2. Vinyl Records - analog sound storage medium in the form of
a flat disc with an inscribed, modulated spiral groove. The
groove usually starts near the periphery and ends near the center
of the disc.
3. Phonograph - also called record player, instrument for
reproducing sounds by means of the vibration of a stylus, or
needle, following a groove on a rotating disc.
4. Compact Disc Player - an electronic device that plays audio
compact discs, which are a digital optical disc data storage
format.
5. Live Performance - also known as concert, is a live music
performance in front of an audience. The performance may be
by a single musician, sometimes then called a recital, or by a
musical ensemble, such as an orchestra, choir, or band.
EVALUATING TOOLS FOR AUDIO INFORMATION:
Sound Quality - Is the quality of the Audio. It is a perceptual
reaction to the sound of a product that reflects the listener’s
reaction to how acceptable the sound is.
- The use of instrumental methods must have the meaning of
all the indices from both, the psych acoustical and the
instrumental point of view which has to have the corresponding
expertise. The appropriate system for the quality has to be
selected according to its specific requirements, working
environment, preferences.
Voice Quality - Voice quality has been defined as the
characteristic auditory coloring of an individual’s voice, derived
from a variety of laryngeal and supra laryngeal features and
running continuously through the individual’s speech. The
distinctive tone of speech sounds produced by a particular
person yields a particular voice. Voice quality is at the center
of several speech processing issues . In speech recognition,
voice differences, particularly extreme divergences from the
norm, are responsible for known performance degradations . On
the other hand, voice quality is a desirable modeling parameter,
with millions of voice types that can be distinguished
theoretically.
Type of Content - In general, quality content is defined as a
successful content that tends to achieve a certain goal,
- Content helps you attract, engage, and delights audiences.
The information offered in an audio can help to educate the
audience. Knowledge is shared, and the capability of increasing
knowledge or awareness in others is regarded as a quality type
of content. Choosing the right content helps to understand the
message you want to convey.
Advantages of Audio Information:
• Easier to process - Audio media information is easier
to process because listeners pay more attention and it is
easy to follow that helps them think critically and analyze
the information. Thus that allow allows us to learn through our
ears as well as our eyes.
• Audience pays attention – Audio information gets the
listener more engaged.
• Faster to Relay - Audio media information is faster to relay
because it is already readily available and simple to use. Audio
media is also reproducible that it can be easily found on the
internet.
• Retention Rate - It is found that students perform better
having a video media than using only audio media.
• Distractions - Because audio media does not monitor
attention, the listeners can easily lose focus. One factor
that can be a distraction to audio media is Psychological noise.
Psychological noise consists of distractions to a speaker’s
message caused by a receiver’s internal thoughts.
• Speaker and Receiver’s Communication Skills - One has to
have a good listening skill that can help their public speaking. It
is also needed to have constant exposure to
the natural conversation to help people to have better
understanding.
TEXT AND VISUAL INFORMATION:
Visual Design Tools
Examples of vector graphics programs:
• Adobe Illustrator – Illustrator is the industry standard for
creating vector graphics. It is used by professional graphic
artists and has powerful capabilities, but it has a fairly steep
learning curve and is relatively expensive. Currently (2014)
Adobe has adopted a subscription model for marketing their
Creative Studio software programs, including both Illustrator
and Photoshop.
• iDraw – A great inexpensive alternative to Adobe Illustrator
for creating graphics. Macintosh only.
• OmniGraffle – An excellent, powerful, easy-to-use
program; great for flowcharts, diagrams, as well as various
kinds of vector graphics. Mac and iPad only.
Examples of image editing (pixel manipulation) programs:
• Adobe Photoshop – Industry standard program for image
editing. Very powerful, widely used by professionals.
• Pixel mator – An excellent, inexpensive imaging software
program available for the Macintosh. Pixel mator can do most
of what Photoshop can do for a fraction of the price.
Understanding Visual Texts:
Visual Texts - Texts that are created using still or moving
images; May or may not contain words
Visual Text Comprehension - Understanding images and
words in the context it is being used.
- Bring life experiences and background knowledge to what is
being read/reviewed
- All visual texts are influenced by the cultures, values,
ideologies, and world views in and through which they are
created or consumed.
- Ex. Family photo in your home vs. a family portrait in a
magazine
How to Interpret Visual Texts- Identify the different visual
design elements and principles that make up the text.
Design Principles:
1. Emphasis – Importance or value given to a part of the text-
based content - make the text bold - italicized - have a heavier
weight - darkened or lightened - enlarged p.4
2. Appropriateness – how fitting or suitable the text is used for
a specific audience, purpose or event - Times New Roman –
Arial - Rockwell - Edwardian Script – Jokerman
3. Proximity – how near or how far the text elements from each
other - when two things are closely related, bring them close
together
4. Alignment – how the text is positioned in the page - left,
center, right, or justified
5. Organization – conscious effort to organize the different text
elements in a page, ensures that while some text elements are
separated from each other, they are still somehow connected
with the rest of the elements in the page
6. Repetition – consistency of elements, unity of the entire
design, repeating some typefaces within the page
7. Contrast – creates visual interest, two elements are different
from each other, white text on a dark background, large font
with a small font, serif and sans serif, thin elements with wide
elements, cool color and warm color
• Space - the “canvas” or frame in which you are working, e.g.,
page or screen, as well as the space between items within it.
• Lines - can be straight or curved, vary in thickness, designated
by a stroke or implied (as when aligned objects or text blocks
form an implied line). Lines guide the eye of the viewer, so use
of lines is an effective way to lead a viewer to the key part
(focal point) of your message.
• Size - used to show the relative importance of objects and
information
• Pattern - repeating lines or shapes, or patterns, can be
aesthetically appealing and give a sense of order or wholeness
to a design
• Texture - gives a sense of depth, which can give visuals a
more sensual, tactile feeling.
• Value - refers to the tonality of an image. Values are shades of
gray from black to white.
• Color - creates impact and strongly affects the mood your
design conveys. Be judicious in using vivid colors.
• Focal point - the center of interest of the design. Be aware of
where you want the viewer’s eyes to look.
• Contrast - engages the viewer by making the design more
visually interesting
• Balance - the use of space in the distribution of objects and
colors. The sense of balance or symmetry affects the viewer’s
emotional response. For example, a perfectly symmetrical
design may result in tranquility or boredom while an
asymmetrical design may create excitement or anxiety.
• Rhythm - the use of lines to direct the viewer's eyes around
the page or screen. Vertical, horizontal, and diagonal lines direct
the eyes in different directions and convey different emotions.
• Perspective - providing a sense of depth (usually thought of in
terms of foreground, middle ground and background). Methods
for providing perspective include using a horizon line, relative
size and scale of objects, linear perspective (converging lines to
convey distance), and color and value (darker, richer colors
appear to be in the foreground).
• Unity - consistency and cohesiveness in the overall design.
Everything works together to make one unified whole.
• Words (Titles, headlines, captions)
• Typographical features (type of font, font size)
• Layout (spatial arrangement of different elements in a text)
Images - These are mental representations, pictures of objects,
people or animals or nay diagram that provides visual
information. Images in a visual text may contain: People,
animals, or object participating in an action Flow charts or maps
or labeled images showing a concept or an idea Symbols or
icons
Angles – looking down vs. looking up. Looking down at
someone conveys a sense of power or control. Looking up at a
person or object can make us feel vulnerable
Words (Titles, headlines, captions) • Target audience • Choice
of words • Information being conveyed • literal, inferential,
evaluative (understanding of the text)
• Title – main topic of the poster
• Headline – main statement that tells the main message of the
poster; usually the largest and the boldest font
• Captions – typed text under photographs explaining the image
and usually one sentence
Typographical features – font type and size
Layout - Placement of elements in text can influence the
meaning of the image.
Types of placement: Top/bottom – top contains the ‘attention-
grabber’; bottom contains new information
Left/right – left side contains information that is understood;
right side presents new information
* Note: not all of these ‘codes’ apply to every image – images
are shaped according to purpose and effect their creators
wish to achieve.
MOTION INFORMATION AND MEDIA:
- Motion Information and Media is a form of media that has the
appearance of moving text and graphics on a display. It can be a
collection of graphics, footage, or videos. It is combined with
audio, text, and interactive content to create multimedia.
People involved in making Motion Information
• Actor - Actor is a performer who gives life to a role. The
actor’s role is very crucial because the story is dependent on his
performance.
• Director - Director supervises and instructs performers or
actors on how should they act based on their roles as described
in the script.
• Scriptwriter - is the person in charge with writing the script
of the film. He/she takes care of the movie's plot and
coordinates with the director and actors.
• Makeup Artist – Makeup Artist is responsible for making the
actors look their best by applying makeup. Sometimes they also
use prosthetics to create additional effects
• Production Design Team - Production Design Team is
responsible for the overall look of a film and its set. They make
sure that the props and setting fit the film's theme.
• Music and Audio Team - Music and Audio Team are
responsible for the sound effects and background music used in
the film. The appropriate music adds dynamism and sets the
mood for the audience.
Types of Motion Information:
• Comedy or Humor - The concept is to give fun and
entertainment. It only gives a light atmosphere.
• Drama - Concepts that contains a serious and heavy content.
It involves conflict that may be difficult to deal with.
• Suspense - It feature a build up of suspense, tension,
uncertainty, menace, and anxiety as primary elements and in
which the audience is kept on tenterhooks.
• Horror - The goal behind the concept in horror is to instill
fear in the audience. The story may involve malevolent
creatures and beings, evil entities, and the paranormal.
• Romance - A kind of movie centers on how the main
characters met and how they show their affection for each other,
which is deemed as romantic love. p.5
• Science Fiction or Fantasy - These movies contains
interesting topics in science that can affect the future. It often
shows scientific, visionary, and imaginative things.
• Historical - Historical elements are incorporated into the
story. The content is about a particular event in history that
made a huge impact.
• Inspirational - This kind of movie is sometimes based on a
true story, where the audience can draw an inspiration from the
story. It could be a source of hope to its viewers.
• Religious or Spiritual - It contains topics about God, religion,
holy people, spirituality and the church.
• Action - In this film genre, the protagonist encounters many
challenges that risks his/her life including fight scenes or
physical stunts.
• Documentary - It is a non-fictional motion picture intended
to document some aspects of reality, primarily for the purpose
of instruction and maintaining a historical record.
• Animation - The motion pictures are created with rational
hand drawn or computer generated animation techniques. It is
intended to be humorous and appealing to children.
• Musical - This kind of film is where actors deliver their lines
by singing and dancing.
• Adventure - This kind of movie has an exciting plot, wherein
the characters go to interesting or exotic places for a quest or
mission. This movie can be based on fiction or non fiction
works of literature.
Evaluating and Rating Motion Information
• Best Picture - It is considered the most important award
because it encompasses directing, acting, musical score,
screenplay, composing, writing, editing, and other elements
used or incorporated in a film.
• Best Cinematography - It refers to the art or technique of
movie photography that includes both the shooting and the
processing of the image.
• Best Screenplay - This award is given to a film with the best
script or storyline.
• Best Musical Score - This award is given to a film for its
dramatic underscoring of music
• Best Visual Effects - This award is given to a film for the best
achievement in visuals.
Advantages of Motion Media:
v Motion media is an effective form of communication
because it is both visual and auditory.
v The information is easier to understand because the
presentation is dynamic.
v Motion media gives the audience the opportunity to learn
and enjoy at the same time.
Limitation of Motion Media:
§ Motion Media could be subjected to different
interpretations from the audience.
§ It takes a lot of effort and time to produce, which could
delay information dissemination.
§ It needs skilled people who can fill in different teams
needed to complete the film, from the production staff to
the design team among many others.
Media & Information Manipulation - It is the strategy used
by advertising or marketing firms to manipulate information in
favor of a client whose product or service is at stake. is a series
of related techniques in which partisans create an image or
argument that favors their particular interests.
* A partisan is defined as someone or something that shows
support or favoritism towards a particular cause, person or
party.
Making Manipulative Information:
•Ad agency or marketing Ad agencies or marketing - is a
business dedicated to creating, planning, and handling
advertising and sometimes other forms of promotion and
marketing for its clients. It boost their sales and their market by
manipulating the use of media.
•Public relations (PR) firm Media - is manipulated and used
by public relations (PR) firm to conceive, produce and manage
messages to the public. It intends to change the public's action
by influencing their opinions.
Types of Manipulative Information:
• Consumer Confusion - Sale can lead consumer confusion,
where the consumer can no longer decide which product to buy
due to the varied offers. It is important to consumers because it
can cause reduced sales and satisfaction with products. In some
cases, this can be used to increase consumer purchase
• Crowd Manipulation - It is used to engage, control, or
influence the desires of a crowd in order to direct its behavior
toward a specific action or to any religion, politics, and
business.
• Propaganda - an information that is used primarily to
influence an audience and further agenda or using loaded
language to produce an emotional rather than a rational
response to the information that is presented.
• Gatekeeping - The process through which information is
filtered for dissemination, whether for publication,
broadcasting, the Internet, or some other mode of
communication.
• Celebrity Endorsements - Celebrities can manipulate use
media to endorse certain product and boost sales.
• Hoax - is something intended to deceive or defraud. It may be
used in media to create propagandas and create disinformation.
In media, when a newspaper or the news reports a fake story, it
is known as a hoax
• Psychological Manipulation - It is used for various things
like boosting market sales, changing people’s behaviors and
create disinformation
• Fear mongering - is the spreading of frightening and
exaggerated rumors of an impending danger or the habit or
tactic of purposely and needlessly arousing public fear about an
issue.
Evaluating and Rating Manipulative Information
a. Motive or Purpose - shaping people’s knowledge based on
what they read and watch online. Manipulating Information can
be used for advertisements, marketing, public relations and
propaganda.
b. Degree of Influence or Impact - that it makes people trust
everything they see on media without questioning their
credibility or whose interests they might be serving. We simply
take it all in and assume that because it is being shown to us,
then it has been analyzed and credited.
Advantages of Manipulative Information
• It gives the deciding power to the individuals. It revolutionized
and changed the way people think, act, work, purchase and vote.
• It can be used to persuade people to act, help those who are in
need and promote positive change in the world.
• The manipulation of information can be also be used to justify
the cause or wrong behavior.
• People can take the best entertainment and relaxation.
Multimedia Information and Media - is the various forms of
media and content that are expressed using a combination of
several platforms. It improves the quality of presentation and
retains the attention of the audience. It can be used for
educational and entertainment purposes. p.6
Types of Multimedia Presentation
• PowerPoint Presentation (PPT) - It is a presentation created
using Microsoft PowerPoint software. The presentation is a
collection of individual slides that contain information on a
topic. It is commonly used in business meetings and for training
and educational purposes.
• Audio-Visual Presentation (AVP) - It is an exhibition,
performance, demonstration or lecture utilizing communication
media directed at both the sense of sight and the sense of
hearing. Examples of audio-visual presentations are slide-tape
presentations, films and television programs.
• Overhead Projector (OHP) - It is like a film or slide
projector, it uses light to project a printed or handwritten image
on a screen.
• Smart Board - It is an interactive whiteboard that allows you
to project an image and manipulate everything on the screen
using your fingers. It is connected to a computer and works with
a projector.
Characteristics of Multimedia Information:
• Interactive - It refers to the different ways in which people
process and share information, or how they communicate with
one another. Interactive media allows people to connect with
others – whether that's people or organizations – making them
active participants in the media they consume.
• Dynamic - are the different elements (texts, images, audios,
videos) in a template that are variable and can be different in
every final video.
• Electronic or Digital Electronic media - the media that
anyone can share on any electronic device for the audience
viewing
Users of Multimedia Presentation:
• Salespeople - uses social media as a medium to gain
costumers and to gain sales. They use social media to persuade
people about their product.
• Teachers or Lecturers - The media can be the medium by
which a piece of information or knowledge is communicated to
us. Teachers and lecturers use media as sources to educate
people.
• Motivational or Public Speakers - Uses social media to
share original quotes or to launch a blog to share your ideas. It
is used to motivate or inspire people.
Evaluating and Rating Multimedia Information
1. Content is high quality, useful information that conveys a
story presented in a contextually relevant manner with the goal
of soliciting an emotion or engagement.
2. Purpose or Application - The purpose of media is to provide
programs and services that inform, educate, enlighten and
enrich the public and help inform civil discourse essential to the
society.
3. Manner of Presentation - The presentation or the style and
technique of displaying your work is clearly presented to your
audience.
• Audience- are groups of readers, viewers or listeners defined
by specific characteristics such as age, income, gender or
interests.
• Topic- the subject which is described in a particular media
presentation.
• Resources- collection of materials in nontraditional formats.
These include DVDs, CDs, music scores, and newspapers.
Advantages of Multimedia Information:
• Multi-sensorial •Increased learning effectiveness
• Integrated and interactive
• Can be used as a wide variety of audience
• Gains and holds attention
• Reduces training cost
• Easy to use
Limitations of Multimedia Information
• biggest limitation is the fact that there still exists a segment of
media known as paid media.
• nowadays media is being politicized and it is viewed from a
skewed vantage point
• media should operate from every point of every country. This
will bring new stories and make new impacts in the society.
MEDIA AND INFORMATION LITERACY:
Improve Quality of Life:
Being a Media and Information literate individual
- gives the ability to be critical, analytical thinkers that allows
them to make intelligent decisions and solve problems as they
go through life. It promotes higher-order thinking skills
applicable in any of life’s situations.
- Individuals make up a society, so the propagation of MIL
among individuals allow societies to function better.
Greater Political Participation – different forms of media
allow citizens or the public to be more involved with the
government’s dealings and activities
- the internet is the most easily accessible type of media that
people may use to communicate their thoughts, opinions,
perspective about the state of their nation or community.
- While the government serves the people by leading the nation
towards the progress, the media serve them by informing the
public about the subjects they need or want
- With this relationship in mind, media promotes better
connection and trust between the government and its people
- Specifically, MIL makes it more likely for citizens to
participate in public and civic affairs, whether it is about local
community fund-raising, job recruitments, protests, or public’s
opinion, MIL enables citizens to create smarter, and sound
arguments posts when engaging with each other.
Better Economic Opportunities - Being MI literate is a huge
advantage when it comes to job opportunities whether in a
corporate setting or an entrepreneurial setting.
- Small or large workplaces rely on information now more than
ever as technologies that store and allow information to be
accessed by workers for essential processes are constantly being
developed and deemed a necessity in business
- These technologies and processes will require MI literate
individuals to keep a business afloat and continue contributing
to economic growth
- The recognition of new business approaches or strategies need
MIL.
- Starting your own business as an MI literate makes it easier to
promote your services and good to a wider market, and allows
you to make wider connections for business matters
- Online platforms and websites especially, are commonly used
methods of promotion due to its availability to people and reach
Improve Learning Environments
- With the internet came the rise of online courses and classes.
- Typically do not have any real life face-to-face interaction
- A student and an instructor communicate with each other
without really having to meet up.
- However, it may not be enough to just talk over a call, and
traditional means of learning by real-life demonstration are
needed.
- Application of multimedia in a traditional classroom setting
may help increase the students’ capacity to learn as it makes it
easier to understand and apply the knowledge being taught by
making the subject more intuitive. p. 7
- Presentations are communication tools and may be a form of
multimedia
- Streaming of media content online, or the playback of audio
and video files as they download to your PC, has also been
made more prominent
- Pre-recorded classes/lessons can then be uploaded on the
Internet so students or people may access them.
- Learning management systems used by institutions give
instructors and a students an organized way of teaching and
learning as all their learning materials are found in one place.
* Here at MCL, we use a learning management system (LMS)
called Blackboard Learn (BBL)
- Using BBL, our instructors can send us the lesson slides used
in discussions, as well as online tasks and announcements easily
- Aside from our learning management system, we also use
SMART TVs that are touch screen and you may write on them.
- SMART TVs can display presentations like PowerPoint or
PDF. It is essentially a computer with a wide touch-screen
monitor. It may have internet access and may use flash drives or
portable data storage devices.
SOCIAL COHESION:
• Traits and characteristics of an individual in a group that
makes them function as a unit.
• A society that lacks all bonds of social cohesion is one in
which individuals care only about their own interests.
• The purpose of the group to get to their goal is what keeps
them working together.
• The use of social media to communicate with other people to
reach a common goal
10 BENEFITS OF MEDIA LITERACY EDUCATION:
1. Meets the needs of students to be wise media consumers
2. It engages students.
3. Gives students and teachers a similar approach to critical
thinking
4. Provides an opportunity for integrating all subject areas
5. Helps meet state standards
6. The ability and proficiency of students to communicate and
disseminate their thoughts and ideas in a wide media forms
increases.
7. Transforms teaching and frees the teacher to learn along with
students
8. Students gain the ability to analyze any message in any media
and thus are empowered for living all their lives in a media-
saturated culture.
9. Media Literacy becomes sustainable over time. With
repetition and reinforcement over time, students are able to
internalize a checklist of skills for effectively negotiating the
global media culture in which they will live all of their lives.
10. Benefits both students and society by providing tools and
methods that encourage respectful discourse that leads to mutual
understanding and builds the citizenship skills needed to
participate in and contribute to the public debate.










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