Media and Information Literacy

(Q1)

Anne Pauline Calibo Fajardo, LPT

 Table of Contents

Module 1: Introduction to Media and Information Literacy

Introduction 1
Learning Outcomes 1
Lesson 1. The Concepts and Nature of Communication 2
Lesson 2. The Types of Communication 2
Lesson 3. The Communication Process 7
Lesson 4. Description of Media, Information,
and Technology Literacy 12
Lesson 5. The Role of Media and Information in
Effective Communication 14
Lesson 6. The Media and Information
Producers and Users 15
Lesson 7. The Media Habits, Lifestyles, and Preference 15
Assessment 17
Summary 22
Reference 22

Module 2: The Evolution of Media: From Traditional to New Media

Introduction 24
Learning Outcomes 24
Lesson 1. The Importance of Media 25
Lesson 2. Mass Media and Mass Demassification 27
Lesson 3. Evolution of Media 28
Assessment 31
Summary 33
Reference 33

Module 3: Information Literacy

Introduction 34
Learning Outcomes 34
Lesson 1. The Information in the Modern Age 34
Lesson 2. The Information Needs 36
Lesson 3. The Communication of Information 37
Lesson 4. The Ethical Use of Information 38
Assessment 40
Summary 42
Reference 43
Module 4: The Various Media in the Age of Information
Introduction 44
Learning Outcomes 44
Lesson 1. The Print Media 44
Lesson 2. The Broadcast Media 47
Lesson 3. The New Media: The World Wide Web 50
Lesson 4. The Avenues of New Media:
Social Networking Sites 52
Lesson 5. The Convergence of Media 53
Assessment 56
Summary 60
Reference 60

Module 5: The Media and Information Sources

Introduction 61
Learning Outcomes 61
Lesson 1. Indigenous Media 61
Lesson 2. The Community and the Indigenous People 62
Lesson 3. Examples of Indigenous Media 62
Lesson 4. Traditional Media as Primary Source of Information 63
Lesson 5. The Library as Source of Information 64
Lesson 6. The Internet as Source of Information 65
Assessment 68
Summary 70
Reference 70

Module 6: The Media and Information Language

Introduction 71
Learning Outcomes 71
Lesson 1. Media Languages, Codes, and Conventions 71
Lesson 2. Camera Shots 72
Lesson 3. Point of View Shots 76
Lesson 4. Camera Angles 79
Lesson 5. Content Analysis 81
Lesson 6. The Source of the Message 82
Lesson 7. The Audience of the Message 83
Lesson 8. Other Players in the Process 84
Assessment 86
Summary 90
Reference 91
Subject Code: MIL

Subject Description: The subject introduces the learners to basic

understanding of media and information as channels of communication
and tools for the development of individuals and societies. It also aims to
develop students to be creative and critical thinkers as well as
responsible users and competent producers of media and information.

Content Standards:
The learners demonstrate an understanding of:

1. media and information literacy (MIL) and MIL related concepts; and
2. different resources of media and information, their design principle
and elements, and selection criteria.

Performance Standards:
The learners should be able to:

1. organize a creative and interactive symposium for the community

focusing on being a media and information literate individual; and
2. produce a living museum or electronic portfolio or any creative
forms of multimedia showcasing their/his/her understanding,
insights, and perceptions of the different resources of media and
information.

Course Requirements:
 Assessment Task
 Written Works - 25%
 Performance Task (Activity) - 45%
 Quarterly Exam - 30%
Quarterly Grade 100%

Final Grade = (First Quarter Grade + Second Quarter)/2

 MODULE 1
INTRODUCTION TO MEDIA
AND INFORMATION LITERACY

Introduction

Gonzales (2016) described communication as dynamic by nature. It can be

simple as having a face-to-face conversation between two people or, it can become
complex like communicating to a large group of audience using various media.

The author also emphasized that a communicator must have a full understanding
of the important role of each element in the communication process to achieve
effectiveness in disseminating information.

Thus, in this lesson the discourse on communication process and its elements
will provide learners full understanding of the significant role of media and information in
effective communication. This lesson will also provide the learners with a clear
description of media literacy, information literacy, and technology literacy.

Learning Outcomes

At the end of this module, the learners should be able to:

1. identify the similarities and differences between and among media
literacy, information literacy, and technology literacy; and
2. discuss the responsible use of information.

1
Lesson 1. The Concepts and Nature of Communication

Communication is an essential skill that a man should enrich. Through

communication, people can express their thoughts, positions, and feelings; individuals
can share ideas and views. According to Cambridge Academic Content dictionary (as
cited in Gonzales, 2016), communication is the process by which messages or
information is sent from one place to another. It can also be the exchange of information
and the expression of feeling that can result in understanding. It is the process of sharing
messages between human beings.

Gonzales (2016) further explained that communication transfers information

through a medium or media. The intended audience will receive this information and
process it and eventually turns it into knowledge that is useful to build and develop
people and communities.

In the communication process, participating individuals can be both sources of

information and receiver of information. Information can be broadly defined as data,
knowledge, or instructions through signs and symbols (Gonzales, 2016).

Lesson 2. The Types of Communication

Gonzales (2016) enumerated the types of communication classified according to

the channel, purpose and style used:

A. The Types of Communication According to Channels Used

1. Verbal Communication

Verbal communication is defined as a type of communication wherein a message

or content is being transferred; it may be oral (the use of mouth) or written (the use of
written words). When talking to other people, we usually think that others can easily and
fully understand what we are trying to say but this is usually not the situation. A person
usually has a different interpretation of the message for he has his own attitude, prior
knowledge, experiences, and even culture. In addition, various barriers may also hinder

2
the communication process and this may result to misunderstanding between the sender
and the receiver. This is further explained by Herbert Blumer’s third premise of Symbolic
Interactionism. According to him, an individual’s interpretation of symbols is modified by
his or her own thought processes. This is why it is important for the sender of the
information to put him or herself into the shoes of the receiver.

Verbal communication has two types (Gonzales, 2016):`

1.1 Oral Communication

In oral communication, we use spoken words. This oral or spoken communication
may be done through engaging in face to face or telephonic conversation, speech, video,
radio, or even voice-over. Pitch, volume, speed, and clarity of speaking can influence a
lot in the communication process.

In oral communication, Spoken words are used. It includes face-to-face

conversations, speech, telephonic conversation, video, radio, television, voice-over The
Internet. In oral communication, communication influence by pitch, volume, speed and
clarity of speaking. To avoid barriers or hindrances in communication, these elements
should be carefully practiced.

1.2 Written Communication

In written communication, written words, signs, and symbols are used in order to
communicate. This message may be printed or handwritten and may be transferred via
letters, emails, reports, memo, and other forms of documents. Vocabulary, grammar,
writing style, clarity, and precision may greatly affect this type of communication.

Since written communication is known to be the most common type of

communication used in dealing with business; this is considered to be a core skill in the
said field. This may have caused the schools to offer subjects that will really help the
students to hone their use of the language when writing.
 Internal communication uses formal letters, reports, memos, bulletins, posters,
and employee’s manuals while external communication uses email, brochures,
advertisements, postcard, and new release.

2. Non-verbal Communication

In nonverbal communication, wordless messages are used in the process.

Communication, other than oral and written, such as gestures, body language, posture,
tone of the voice, and facial expressions can be considered nonverbal. This is everything
that spice up a communication process without the use of words.

For the receiver to fully understand the message that was sent by the sender,
verbal communication can be the key. Some even say that nonverbal communication
more accurately reflect what the speaker wants to communicate than verbal message
does. Thus, there are instances that what we say contradicts what is seen in our faces
and actions and this may greatly affect the effectiveness of the process.

Nonverbal Communication has the following three elements (Gonzales, 2016):

2.1 Appearance

One’s appearance in nonverbal communication plays a significant role in

conveying the message. When someone speaks, the way he or she looks can determine
how message can be interpreted. For example, job interviews require interviewees to
wear corporate clothes. Even though your appearance may not be necessary to
determine whether or not you are fit for a post, the interviewer can perceive the way you
look as a sign of professionalism or lack thereof.

Even the surroundings where communication takes place can affect the process.
It can set the tone and mood in conversations. This is why films spend a considerable
amount of time, effort and money in locations and settings. By manipulating the area
where a scene will happen, they can affect the emotions of the viewers as they watch.
Take dates in romantic comedies for example. Usually, when the guy takes the girl out to
dinner, it will
happen in a rustic restaurant, adorned in French décor, with a flattering low lighting. After
all, this is much more romantic to many than a date in a fast food chain.

2.2 Body Language

Communication primarily uses words in its process. Two conversing parties can
easily communication if a common language will be used. However, in face-to-face
conversations, words are hardly the only thing that receiver process. They also take our
body language into account. The way one acts as he or she speaks, whether he’s
fidgeting or standing stolidly, the receiver adds in that in the block of information to
process. Fidgeting may be taken as sign of nervousness or anxiety, and affect the
meaning of the words that are verbally expressed.

2.3 Sounds

In communication, it is often the way words are said, not the actual words
themselves that can determine the success of conversation. Tone, pace, and volume are
considered in understanding the true meaning of what someone is saying. For instance,
a raised voice can be taken as a sign of anger, a hurried pace can mean annoyance,
and a condescending tone is often understood as sarcasm.

B. Types of Communication Based on Purpose and Style

Communication is used for many things. It is means to express, inform, entertain,

and interact. The communication can also vary depending on the message to be
delivered, the audience to whom it will be delivered, and purpose why it is being
delivered.

Formal and Non-formal communication are two types of communication

depending on its purpose and style.

1. Formal Communication
 In professional settings, formal communication is mostly used. During corporate
meetings, academic seminars, conferences, juridical proceedings, and political sessions
this type of communication can be the most effective. Its primary purpose is information
dissemination to concerning parties that are involved in certain types of official
businesses (Gonzales, 2016).

This type of communication abides by a set of predetermined guidelines in

delivering a message. Due to its formal nature, there is a great emphasis on observing
proper grammar and correct pronunciation. Accuracy and strict obedience to traditional
rules are encouraged. Slang and foul language are strongly discouraged. Remember the
roughness does not earn you points in this type of communication (Gonzales, 2016).

2. Informal Communication

Informal communication is the most commonly used type of communication. It is

used in our daily interaction with one another. It happens in ordinary settings between
friends, family, classmates, and practically anyone who wishes to speak with one
another. Simply put, informal communication is casual talk (Gonzales, 2016).

This type of communication can be used for all purposes. It is not as restricted as
its counterpart, though it does not require anyone to be accurate in form, structure, and
even content. Colloquial speech offensive languages are acceptable. As long as you get
your messages across, informal communication does not place great emphasis in the
way it is delivered (Gonzales, 2016).
Lesson 3. The Communication Process

Figure 1.1 Shannon’s Communication Model

Source: https://tinyurl.com/y3zaf8z8 (2016)

Gonzales (2016) stated that complex communication process can be simplified

through communication models. Claude Shannon, a Bell telephone company research
scientist who developed a mathematical theory of signal transmission, came up with and
established the idea of communication as information processing. The said theory
focused on solving technical problems with sound transfer instead focusing on the
interpretation of the content and its possible effects to the listeners or receivers.

In this model designed by Shannon, the information source refers to any person
who sends his message through the use of any tool or instrument such as devices and
computers. These tools and instruments used are called as transmitters. Speed of
sending and receiving messages may vary depending on the method of communication
used. The box at the lower part which is called as the NOISE typically refers to any
signal that may hinder the process of sending and receiving messages. The latter would
again depend on the method of communication. At the last part of the model is the
receiver which is known to as the person intended to receive the message sent by the
information source (Gonzales, 2016).

This is considered as the simplest model explaining the communication process.

Due to its straightforward nature, this has been adapted into most communication
subjects. It also set the foundation for further developments by experts.
 Years later, David Berlo developed Shannon’s model and tried to focus on the
sender and receiver of the message and their relationship to one another. According to
his model, the sender can properly send his desired message to the receiver if they
have communication skills in its best (Gonzales, 2016).

Figure 1.2 Berlo’s Communication Model

Source: https://tinyurl.com/yyx2hfnm (2017)

S – Source

The source or sender is the origin of the sentence. According to Berlo (as cited in
Gonzales, 2016), the following are the factors affecting the source:

 Communication Skills - The ability to communicate effectively is a skill worth

honing. In communication, the way words are said is critical in delivering the right
message and ensuring that it is received well. If one can utilize all the necessary
factors in a conversation, the process of communication can be a complete
success.

 Attitude - It is said to make or break a person. Talent can only get far enough,
but without the right attitude, you can never get to your destination. The same is
true in communication. No matter how well composed your message is, without
the appropriate attitude, you will never get information across. For instance, if
you intend to persuade people towards a certain cause, your audience must hear
that your heart is in the same cause, or else you won’t get your desired effect.
  Knowledge – In communication, the source must be able to display his or her
knowledge of the topic of conversation. This does not necessarily mean throwing
a lot if information, or using highfalutin words. This is simply means delivering the
message clearly. Speaking straight to the point, without compromising
thoroughness is important to make your audience truly understand your
message. Conveying the message with enough information is a source’s test of
knowledge.

 Social System - Merriam- Webster’s dictionary (as cited in Gonzales, 2016)

defined the social system as the patterned series of interrelationship existing
between individuals, groups, and institutions forming a coherent whole. It is the
same set of beliefs, religious groups share, the social norms accepted in
communities, the house rules of a family. Social systems are the world where
people having something common live in.

As a source, it is important to consider the social system of your audience

in starting the communication process. This is because people belonging to
different social system receive and process information differently. Even if source
delivers the same message to two people do not share the same social system, it
can have two different interpretations. Consider a source sharing a list of
restaurants that serve the best steaks in the country. If he delivers that to a group
of meat lovers, he would definitely have their attention and maybe even receive
positive feedback. However, a group of vegans might be uninterested or even
take offense in the same message.

 Culture – Sources must consider the culture of their audience in communication.

In doing so, a source can show respect towards his or her listener’s cultural
background.

M- Message
 Message pertains to any information that is passed on through communication.

Gonzales (2016) stated that based on Berlo’s model, any message is comprised of
the following:

 Content – In communication, the sender of the message must translate his or

her thoughts into understandable words or illustrations. This translated
information is also known as the content. Since the content of the message is
what a receiver primarily processes in the communication, it is considered as the
most important ingredient of the message. Content to has be sensible, accurate,
crisp and related to thought. By ensuring that content meets the guidelines,
misunderstanding can be avoided.

 Element – Imagine taking a history class from a professor who is glued to his
chair. Now picture him looking down on his notes all the time as he
monotonously rambles on and on about dates, evolutions and heroes. Sounds
like a snooze, right? This is because words alone do not make up a good
message. A message should be delivered with posture, gestures, movement and
facial expressions. These elements make sure that a message will have an
impact on the receiver.

 Treatment – Berlo, (as cited in Gonzales, 2016) states that treatment is how an
individual, most probably a sender or a receiver, treats a message. It is important
to know the message to determine the right way to deliver it. For example, if you
are trying to reprimand naughty children, you will do not so by sweet talking them
into obedience, you will do so firmly.

 Structure – Whenever you tell a story, you will always start at the beginning.
When you give instructions on fixing a phone, you go through it from the first step
down to the last. When you read a novel, you begin with the prologue and end
with the epilogue. Much like these examples, a message must be delivered with
a certain structure. This ensures that the message is received according to the
thoughts of the sender.
  Code – It is used in all the components in the message. One must be able to use
the right content, element, treatment and structure according to the thought of the
sender. Through using the accurate code, distortion of the message can be
avoided. For example, if you will say “I’m pleased to meet you” with a blank
expression, and monotonous tone, your listener might think that you are not truly
pleased to meet him. The right code ensures that the receiver has the right
message to encode.

C- Channel

Channels is the medium used by the sender and the receiver to transfer and
receive the desired message. According to Berlo as cited in Gonzales (2016), sight,
smell, taste, touch and hearing are the primary channels human beings use in
communication.

Medium or channel pertains to the tools used in communication.

R- Receiver

Receiver refers to the listener of the message. While the source is in charge with
the encoding process of communication, the receiver does the decoding. Decoding is
the process where the listener or the receiver processes the message of the source and
then responds accordingly.

Berlo (as cited in Gonzales, 2016), further explained that in order to have a
smooth conversation between the source and receiver, they should share the same
platform, have good communications skills, exhibit the right attitude and have the same
level of knowledge. However, this set up rarely – if at all- happens in real life
communication.

While Shannon and Berlo’s models are linear in structure, Wilbur Schramm
adapted Osgood’s theory develop in a circular communication model. In this model, it is
a
must for both the sender and the receiver to take their responsibility in becoming the
encoder and decoder of the message (Gonzales, 2016).

Figure 1.3 Schramm’s Communication Model

Source: https://tinyurl.com/y5e6xyou (2017)

Lesson 4. The Description of Media Literacy, Information

Literacy, and Technology Literacy

The following terms are defined by Gonzales (2016):

Literacy - This refers to an individual’s ability to identify, understand, interpret, create,

communicate and compute using printed and written materials associated with varying
contexts. This involves continuous learning for individuals’ attainment of goals,
knowledge, skills, and potential development, and participation in the community and
society.

Media – This refers to the objects, instruments, or tools that individuals use to
communicate with a number of people. These instruments can be a radio, television,
computers, films, etc.

Media Literacy - This refers to the ability to access, analyze, evaluate, and create media
in different forms. Its goal is to provide people the knowledge and skills that they need to
use the traditional media that they had before and the new technologies that they will
have in the future.

Information – This is a broad term which may be defined as processed data and
knowledge that are attained through studies, experiences, instructions, signals, and
symbols.

Information Literacy – This refers to the individual’s ability to recognize when

information is needed, and to locate, evaluate, and effectively communicate information
in its various formats.

Technology Literacy – This refers to the ability of an individual, either working

independently or with others, to responsibly, appropriately, and effectively use
technological tools. Using these tools an individual can access, manage, integrate,
evaluate, create and communicate information.

Media and Information Literacy – These are the considered skills and competencies
which are essential for an individual to fully engage with media and information. In this
way, an individual can use the information from the providers wisely and effectively. He
may also develop critical thinking and life-long learning skills needed to participate in his
society.

According to Gonzales (2016), an individual who is considered to be media

and information literate can benefit and attain the following:

 Significant improvements in the quality of life

 Greater political participation
 Better economic opportunities
 Improved learning environment
 Developed and unified social units

Lesson 5. The Role of Media in Effective Communication

 Most households have television, cars have radios, many take their morning
coffee with a newspaper, everybody has a smart phone, and computers are everywhere.
Indeed,
the media has become a constant in the lives of everyone. It is not surprising that
because of this, media and information plays a vital role in effective communication.

Gonzales (2016) enumerated the 3 main roles of media in effective

communication:

1. It makes the world a smaller place.

Today, at any given point in time, a person can be connected to anyone else in
the world. Communication between two parties from the opposite sides of the world is
now possible. Social media platforms brought people from different locations,
background, culture, and race together. Dating websites have even made love possible
cross continents. Apart from direct communication, today’s media created bridges
between countries. If one needs information about a place they’ve never been to, all he
or she needs to do is look it up on the web. Even news channels are now broadcasting
internationally. Disney had it right when they wrote the song “It’s a small world.” Thanks
to media, this has become more factual than just some cute tunes for children.

2. It makes communication convenient.

Gone are the years where people send telegrams and snail mails to one another.
Now two people communicate with another without the long wait for replies or the worry
that their messages won’t be received in a timely manner. With the existence of email
and various messaging sites and apps, communication has become faster and easier.

3. It shapes public opinion.

This is perfectly illustrated in surveys conducted before elections. When TV
network broadcasts the results of recent survey, they do more than just inform the public
where their candidates currently stand. They also affect the decision-making process of
their listeners in the upcoming elections.

Lesson 6. The Media and Information Producers and Users

 Headhunter websites (as cited in Gonzales, 2016) described Media Producers as
someone who overseas projects (e.g. films, TV shows) from conception to completion
and may also be involved in the marketing and distribution processes. In recent years,
however, media producers now include those who contribute intellectual or creative
content in both the traditional media platforms (print, radio, and TV) and new media
(internet). Media users refer to the audience or consumers of media. They are the
receivers of information disseminated by media producers. The producer and user can
alternatively act as both in the process of communication.

Producers and users have the following reasons and purpose for using media
and information as enumerated by Gonzales (2016):
1. Informing
2. Educating
3. Entertaining
4. Advocating
5. Promoting business
7. Increasing network

Lesson 7. The Media Habits, Lifestyles, and Preferences

Users consume media according to their habits, lifestyles and preferences.

These three determine the types and forms of media that an individual is likely to
patronize. Individual’s choice of media platform, use of the platform, and frequency of
usage determine his or her media persona (Gonzales, 2016).

A person’s normal use of media pertains to media habits. For instance, most
people regularly grab and read newspaper every morning to get the latest information on
the happenings in the country.

Media lifestyle, on the other hand, can be a person’s use of media based on his
or her lifestyle. This includes the styles, interests, and attitudes of individuals. For
example, sport active individuals may use The Internet to find to search for the fashion
and entertainment updates. Moreover, media preference pertains to a person’s choice
of media platform. The media preference of an individual may be affected by the
accessibility, availability, affordability, and convenience of media platform. For example,
everyone needs to be informed on the daily news. And there are many media platforms
that can be sources of news. However, some people prefer newspaper because it can
inexpensively be availed just at the corner of the street or delivered straight from the
doorstep of the users (Gonzales, 2016).

Assessment Task

TASK NO. 1.1 (WRITTEN WORKS)

Instruction: Encircle the letter of the best answer.

16

1. It is the type of communication that uses spoken word.

a. Formal Communication c. Oral Communication
6. The understanding of the skills to responsibly use appropriate technology to
access, synthesize, evaluate, communing of the concepts behind computing
equipment, network connectivity, and application soft, and create information; the 71
ability to acquire new knowledge for on-going and lifelong learning in 21st century
global workplace.
a. Communication Literacy c. Media Literacy
18
TASK NO. 1.2 (WRITTEN WORKS)
Directions: Using the Venn diagram below, provide necessary information to show
how media literacy, information literacy, and technology literacy can be
similar/related and different from one another.
TASK 2.1 (ACTIVITY)
Directions: Describe and rate the ideal use of media platforms according to their
entertainment value, networking value, information value, and business. Use the matrix
below in describing and rating the media platforms.
Media Uses News Paper Radio Television Internet
For
entertainment

For networking

For
information

For education

For business

For advocacy

Ratings: 1 – not at all relevant, 2 – slightly relevant, 3 – relevant, 4 – very relevant,

5 – extremely relevant
TASK 2.2 (ACTIVITY)
Directions: Make your own model of communication that can be effectively used in
media and information. Provide a discussion of your model in 4-5 sentences.
 Summary

 Communication is the process of sending and receiving message.

 The two main types of communication according to channels used are the verbal
and nonverbal communication. Verbal communication uses words while
nonverbal communication does not.
 The two types of communication based on purpose and style are the formal and
informal communication. Formal communication mostly takes place in
professional settings while informal communication takes place in our daily
setting.
 The three known communication models used are Berlo’s communication model,
also known as the SMCR model, Shannon’s model, and Schramm’s model.
 Media literacy refers to the ability to access, analyze, evaluate, and communicate
information.
 Information literacy refers to the ability to recognize when information is needed
and the ability to locate, evaluate, and use needed information effectively.
 Technology literacy refers to the ability to understand concepts behind computing
equipment, network connectivity, and application software.
 Media and information functions to make the world a smaller place, to make
communication convenient, and to shape public opinion. This is to ensure
effective communication.
 The purpose of media and information are to inform, educate, entertain,
advocate, promote business, and increase network.

References
 Kweka, T. (2016, November 26). Communication Theory. Communication.Org.
https://www.communicationtheory.org/osgood-schramm-model-of-
communication/
 Gonzales, E. D. (Ed.). (2016). Introduction to Media and Information Literacy.
Media & Information Literacy (pp. 1–21). JFS Publishing Services.
 Introduction to Media and Information Literacy. (n.d.). Https://Sites.Google.Com/.
Retrieved July 22, 2020, from
https://sites.google.com/view/elearningmil/lessons/introduction-to-media- and-
information-literacy
 MODULE 2
THE EVOLUTION OF MEDIA:
FROM TRADITIONAL TO NEW MEDIA

Introduction

Over the decades, the significant role of media in the lives of the people has
evolved. From a simple task of disseminating information, the use of media has become
diversified and personal. The invention of gadgets has redefined its values to its users.

Media is no longer just a source of information. It helps economic, political, and

societal gaps to be bridged towards one another. It results to united nation. It advocates
change and propagates development for the betterment of the people and communities
(Gonzales, 2016).

Learning Outcomes

At the end of this module, the learners should be able to explain how the
evolution of media from traditional to new media shaped the values and norms of people
and society.

Lesson 1. The Importance of Media

Thomas Jefferson, the third president of the United States and the author of
Declaration independence once told the people that he was to choose, he would choose
a newspaper without a government that a government without newspaper. This simply
shows how essential media is in maintaining the democracy in a country (Gonzales,
2016).

24
 The author also pointed out that democracy is effectively attained through media.
Media make people be aware of what is happening in the country, may it be in politics or
economy. Because of this awareness, people become more participative in different
activities that will lead to the development of the society. Indeed, media mirrors what is
real in a person’s life. What we see in media can truly show how people live and value
their life.

Gonzales (2016) also described media as a watchdog of the society. In a

democratic society like the Philippines, media has become a great help to the public. It
exposes irregularities, shortcomings, and even ambiguities in a democratic system. This
awakens and challenges the government to work on the issues and provide a more
responsive and accountable system that will improve the public’s quality of life.

According to Gonzales (2016), Media, being the only source of information,

must ensure:
 implementing of utmost professionalism
 being objective at all times
 providing the public with balanced reporting
 giving fair and honest covering of stories or events
 examining and comprehending the interest of the public, and
 making avenue to represent different voices and opinions.

John Vivian (as cited in Gonzales, 2016) explained the importance of media in
his book entitle, The Media of Mass Communication. According to him, the value of
media depends on its pervasive nature, its role as an information source and persuasion
forum and its responsibility in binding people together.

Gonzales (2016) enumerated the roles of media:

 Pervasiveness
The Cambridge dictionary defines pervasiveness as present or noticeable in
every part of a thing or a place. This information about media can easily be witnessed in
our daily lives. Over the past couple of years, our world has become more and more
dependent on media. This may be because of the continuous demand for television and

25
radio stations to provide different shows that fit the interest of the public. Despite experts’
predictions about print media shutting down completely, the said media is continuously
used by people. In addition, the Internet was even listed as a basic human right by the
United States. This only shows how pervasive media is in this present time.

 Information Source
The Internet has become everyone’s go-to place whenever they have this desire
to know anything. Everyone gets their dose of news and current affairs on a particular
media platform of their choice. People even checks social media websites to get updates
on the things that they are interested in. It is just clearly noticeable that media has
already become the largest source of information.

 Entertainment Source
People heavily depends their entertainment to TV shows, music, films, books,
videos, and social media. What makes people choose media to be entertained is the fact
that media offers different varieties that can be suited in anyone’s taste. This may really
be the reason why people, for a very long time, are hooked on media. After all, everyone
just needs to find something that will help him to relax and be entertained after a long
day at work, at school, or even at home.

 Persuasion Forum
Persuading may also be one of the most powerful thing media can offer people.
Changing people’s belief about something may not be done in just a snap, still media
can be of a good help in sharing to other people opinions about a certain subject. Indeed
media is a good platform to persuade, but it doesn’t end there – media is also a great
place where people can discuss and debate on timely issues and controversies.

 Binding Influence
People rely on media in their daily lives. People tend to use media to have a
glance on today’s recipe or yesterday’s homework. It is really true that media has
developed a binding influence with its audience.
Lesson 2. The Concepts of Mass Media and Mass
Demassification

Terms below are defined by Gonzales (2016):

Mass Media
Mass media refer to channels of communication that involve transmitting
information in some way, shape or form to large numbers of people. Dutton (as cited in
Gonzales, 2016) suggested that traditionally the mass media has been differentiated
from other types of communication in terms of four essentials characteristics:

Distance – Unlike face-to-face communication, there is considerable amount of distance

between the sender and receiver of the information in mass media. This makes mass
media impersonal, lacking immediacy, and one way.

Technology - TV and radio networks won’t be able to transmit information without

satellites. Connecting to the Internet requires electronic equipment like laptops and
smartphones. Mass media communication is only possible through technology.

Scale - Mass media communication deals with broadcasting information to the masses
simultaneously.

Commodity - Due to its massive scale and the technological equipment it requires mass
media is an expensive type of communication.

Media Demassification - Demassification is derived from the word demassify which

means to divide or break up (a social or political unit) into its component parts.

In addition, Gonzales (2016) also emphasized that mass media targets everyone
while mass demassification divides the masses into segments before it chooses which
segments to target. This will greatly help in determining the target market and achieve
intended response.
Lesson 3. The Evolution of Media

Prehistoric Age

MBC news (as cited in Gonzales, 2016) reported the discovery 40000-year-old
cave painting in Sulawesi, Indonesia. Several other discoveries of cave art around the
world have proven that even at a time when no known civilizations existed, the media
have been a part of man’s life. The innate need for people to communicate is said to be
the reason for their existence. Despite their lack of speech during those days, cavemen
found a means to convey their thoughts. Although different from our methods, they have
the same reasons we do for using the media.

After the Stone Age, ancient civilizations began to encourage long with a certain
form of speech. The development of language made record keeping among civilizations
possible. This is where the ancient forms of writing came into the picture. The earliest of
which is the hieroglyphic script of the ancient forms of writing came into the picture.
Egyptian civilization developed another notable ancient form of writing around 5000 BCE
called the cuneiform (Mark, 2011, as cited in Gonzales, 2016).

These earliest scripts were initially inscribed on wet clay with a reed implement.
Eventually, with the invention of paper, writing has become a lot easier. Many believe
that the Egyptians developed the earliest paper through an abundant need found along
the Nile, River. History, however, credits the Han dynasty for the invention of paper.
(Violatti, 2013, as cited in Gonzales, 2016).

The creation of paper allowed ancient scribes to preserve history through

manuscripts. These manuscripts are referred to as the earliest form of the print media
(Gonzales, 2016).

Industrial Age
The industrial age brought improvements in mass media. In the book
Industrialization in the Modern World, Hinshaw and Stearns (as cited in Gonzales, 2016)
cited the changes in mass media in the industrial age. In print, faster, steam-driven
presses and methods of translating photographs to the printing press. The year 1850s
paved the way for cheaper manufacturing of people. In 1890s automatic composing
machines allowed semiskilled typesetting from keyboards to replace highly skilled
manual setting.

Electronic Age
The electronic age of media began with the invention of the telegraph during the
mid-1840s. It was a part of a widespread revolution in communications along with the
mass production of newspapers, magazines, and books. Simply put, the height of the
industrial age of media, paved the way to the dawn of a new era (Gole, as cited in
Gonzales, 2016).

Invention of the telegraph led to the telephones, radios, and televisions. It

revolutionized communication and media from the physical –print- to transmitted signals
over distance. Through this, the barriers of space were broken allowing a quicker and
easier communication during the electronic age (Hovic, as cited in Gonzales, 2016).

Information Age
Today’s media has come a long form way cave paintings. While the traces of the
industrial and electronic age still remain in modern media, the Internet is the prevailing
platform of media in the information age (Gonzales, 2016).

The Internet is a development instead of an invention. What people know today

as the World Wide Web began as more secure alternative means of communication
during the cold war, called the ARPAnet. Janet Abbate defines the ARPAnet as a single
network connecting a few dozen sites. By using packet switching or the process of
breaking down information and sending it through different routes, the United States
communication system can survive a Soviet Attack. (Abbate, 2000, as cited in Gonzales,
2016).

Its use, however, did not end the war. The ARPAnet continued to be used as an
effective means of communication. Since it is single network, access was very limited.
As more and more try to connect to the ARPAnet, integration became more difficult. An
article published by the History channel credited Vinton Cerf in solving this problem
through Transmission Control Protocol or TCP. The TCP allowed all of the world’s mini-
networks to communicate with one another. Cerf made the evolution of ARPA net to a
worldwide network possible.
 Sending file to one another was the main purpose of the worldwide network
throughout the 1980s. A decade later, Tim Berners-Lee led another Internet innovation.
He developed the World Wide Web, where the Internet itself became a web of
information. It is no longer limited to correspondence between two parties. It became a
virtual space where information can be stored and retrieved by anyone who has access
to it. His development is the Internet we know today (Gonzales, 2016).

Assessment Task
TASK NO. 1 (WRITTEN WORK)
 Direction: Write if the given statement is correct andif it is incorrect.
1. The internet is a development instead of an invention.
2. The media offers the ability to persuade people.
3. Mass media lets masses choose from the segments.
4. People heavily rely on media for it is considered to be the largest source of information.
5. Demassification refers to channels of communication that involves sending information to a large number o
6. The pervasive nature of media makes it exclusive in every part of a place.
7. TV shows, music, films, books, clips and videos and social media, are just some of the things that make peop
8. The media has a binding influence with its audience.
9. The invention of the telegraph led to telephones, radios, and televisions.
10. One of the important values of media is its function as a source of entertainment.

TASK 2.1 (ACTIVITY)

Directions: Discuss the specific role of media in a demographic society and list all
observations. Use the matrix below.
Media Specific Roles in Democratic Society
Broadcast

Print

New Media

TASK 2.2 (ACTIVITY)

Direction: Identify the advantages of mass media and mass demassification based
on the given purpose.

Purpose Mass Media Demassification

As source of information

As source of
entertainment

Binding Influence

Persuasion

Pervasiveness
 Summary

 Pervasiveness, information source, entertainment source, persuasion form,

binding influence is the importance of media.
 Mass media refers to channels of communication that involves transmitting
information within a large number of people.
 Mass demassification divides the masses into segments.
 During prehistoric age, media used are paintings, stones, and paper.
 During industrial age, book printing became possible.
 During electronic age, telegraphs telephones, radio, and televisions are invented.
 At present, information age, internet and other products of technology are made
available.

References

 Gonzales, E. D. (2016). The Evolution: from Traditional to New Media. Media &
Information Literacy (pp. 23–36). JFS Publishing Services.
 The Printing Press. (n.d.). Https://Book-History.Weebly.Com/. Retrieved July 22,
2020, from https://book-history.weebly.com/industrial-revolution.html
 The Various Media. (n.d.). Https://Sites.Google.Com. Retrieved July 22, 2020,
from https://sites.google.com/view/elearningmil/lessons/information-literacy

MODULE 3
 INFORMATION LITERACY

Introduction

In the previous module, it has been said that information is broadly defined as
data, knowledge, or instructions through signals or symbols.

In the study of information and its role in the modern age, a finer description of
information is observed and its ethical use is elaborated (Gonzales, 2016).

In this module, the information in the modern age will be discussed. The
concepts of information needs and the communication of information will be explained.
Lastly, the ethical use of information will be identified.

Learning Outcomes

At the end of this module, the learners should be able to:

1. define information needs, locates, accesses, organizes, and communicates
information; and
2. demonstrate ethical use of information.

Lesson 1. The Information in the Modern Age

Gonzales (2016) defined information as facts and details about a certain subject.
It has never been this easy to get information as it is today. People used to spend a lot
of time, effort, and money just to research and know about something. Today,
information is just at the tip of the user’s fingertips and this makes people consider
media a cheaper and more convenient way of acquiring information.

34
 Inventions and advancements in today’s technology have led people to be
offered immeasurable amount of information and a more convenient ways of accessing
them. Though media has really become this helpful, it cannot be denied that media has
also caused problems in verifying the credibility of information. Filtering information and
verifying it have also become a great challenge for people nowadays. This issue can be
solved through attaining information literacy.

Gonzales (2016) also suggested that there are four skills needed for an individual
to be information literate. First is to recognize when information is needed, second is to
have the ability to locate and access said information, third is to evaluate and assess
said information, and lastly to have the ability to use the needed information effectively.

Skills below are listed by Gonzales (2016).

Information literate individual is effective in:
 determining the extent of Information needed
 accessing the needed information and its sources critically
 incorporating selected information into one’s knowledge base
 using information effectively to accomplish a specific purpose, and
 Understanding the economic, legal, and social issues surrounding the use of
information, and access and use information ethically and legally.

Technology literate students should be able to:

 Demonstrate an understanding of concepts underlying hardware, software,
networking connectivity and in use of computers and applications;
 Demonstrate an understanding of ethics and safety issues in using electronic
media and responsible use of technology, and;
 Use technology for communication, research and collaboration and problem-
solving. With proficient technology skills, students should be able to locate,
collect, synthesize, and evaluate information from a variety of digital sources, and
use telecommunications and other media to interact or collaborate with peers,
experts, and other audiences.

35
Lesson 2. The Information Needs

Information need refers the motivation people think and feel to seek information.
It is the reason why people go out of their way to find answers to their questions, or
solutions to their problems (Information Today, as cited in Gonzales, 2016).

Gonzales (2016) said that since it is such a broad subject, information needs can
be further divided into two, demands and wants according to University of Washington.

Figure 3.1 The Division of Information Needs

Source: https://tinyurl.com/yxdf2pyo (2017)

Information demands refer to the requirement of information while Information

wants deals with the desire to have information. It is important to distinguish the
distinction between two to further understand the concept of information needs. There
are four points along the need continuum, first is an actual but unexpressed need, the
second is a conscious description of the need, third is a formal statement of the need,
and fourth is a comprised need (Taylor, 1968, as cited in Gonzales, 2016).
 Figure 3.2 The Four Points Along the Need Continuum
Source: https://tinyurl.com/yxdf2pyo (2017)

According to University of Copenhagen College of Information Science (as cited

in Gonzales, 2016) information needs may be prompted by educational, research,
professional, cultural, personal, or recreational activities. One the purpose of the need is
recognized, identifying when information is needed become easier.

Lesson 3. The Communication of Information

If information gives meaning to a subject then, the communication of information

is operationally defined by Gonzales (2016) as the transfer of meaning.

In addition, communication of information requires an understanding of the data.

Transferring information from one party to another cannot be considered communication
of information data if it is not understood. This calls the need for proper evaluation of
data (Metzer, 1971, as cited in Gonzales, 2016).

This evaluation goes further than just verifying the credibility of information; it
also allows one to have a complete understanding of the data before it can be
communication. Deciphering the meaning of information is the true task off the
Communication of Information. In 1980s, the main purpose of the worldwide network is
sending file. Ten years later, Tim Berners-Lee made his way for another innovation in
the use of the internet. World Wide Web is what he has developed and this made the
internet itself become a web of information. Internet, during that time, is no longer limited
to correspondence between two parties. What makes it more surprising is that it became
a virtual space where storing and retrieving information by anyone who has access to it
became easier. This development is the internet that we have today (Gonzales, 2016).
Lesson 4. The Ethical Use of Information

The scholars define ethics as the branch of philosophy that involves systemizing,
defending, and recommending concepts of right and wrong conduct. Ethics gives a
predetermined set of guidelines based on a code of morality that people in the society
will follow. While ethics may vary depending on a number of factors, its core remains that
same, mankind’s concept of right and wrong (Gonzales, 2016).

Gonzales (2016) enumerated the ethical uses of information:

1. Give credit where credit is due

The abundance of information is because of the huge number of content
contributors. It is important that an individual’s work or knowledge is given credit when
someone uses it as material. Failing to recognize them or claiming others’ work, as one
can see, is not just unethical; it can also mean legal repercussions.

2. Practice due to diligence

Whenever people come across information, they must validate its authenticity. It
is important to find out if the source of information is credible and is based on facts and
research. Doing due diligence before accepting information is necessary to filter out false
or misleading data.

3. Respect Everyone’s privacy

It is true that privacy is becoming more and more difficult to uphold in this
information age. While users may not have control about what their friends share online,
they do have control over what their friends share online, they do have control over what
they put out onto virtual space. While it is not wrong to express oneself, it is not
necessary that users share every minor detail of their life on social media accounts. This
behavior does not only take up valuable storage space on cyberspace, it also raises
security concerns. In addition to this, users should not share personal information about
someone else without their consent.
4. Separate facts from opinion
The beauty of information in today’s digital age is its use of the so called big data
or content pooling by individuals, but it has also curse. Everyone with access to The
Internet can contribute to the web of information. If users decide to do so, then they have
to separate facts from opinion. Users should not publish personal beliefs and claim that
they are right without proper research. They must only consider information and not
abuse it.

Figure 3.3 The Ethical Use of Information

Source: https://tinyurl.com/yxdf2pyo (2017)
 Assessment Task

TASK NO. 1 (WRITTEN WORK)

Direction: Write if the given statement is correct and if it is incorrect.
1. Information is defined as facts or details about a subject.
2. It is fine not to find out if source of information is credible and is based on facts
and research.
3. Whenever people come across information, it is okay not to validate its
authenticity.
4. Information is just at the tip of the users fingertips.
5. It is true that privacy is becoming more and more difficult to uphold in this
information age.
6. Advancement in technology has led to an insurmountable availability of
information and a more convenient means of accessing them.
7. In the four skills necessary to be information literate, the last skill is to be able to
recognize when information is needed.
8. Berlo (1971) said that communication of information requires an understanding
of the data.
9. With proficient technology skills, students should be able to locate, collect,
synthesize, and evaluate information from variety of digital sources, and to use
telecommunications and other media to interact collaborate with peers, experts, and
other audiences.
10. It is important that an individual’s work or knowledge is given credit when
someone users it as material.
TASK 2 (ACTIVITY)
Directions: Select and discuss a topic that you would like to search on the internet.
In the search, apply the four skills to be information literate.

Ability to recognize when information is Ability to locate and access information

needed
Ability to evaluate or asses said Ability to use needed information
information effectively
After applying the four skills, answer the following questions:
1. What did you realize upon recognizing the needed information? Explain
your answer.

2. Were you able to locate and access the needed information? What are
the challenges that the group encountered in this stage?

3. What were the parameters that you set in evaluating and assessing
the information? Did it work for you? Explain your answer.
4. Were you able to use the gathered information effectively? Explain your answer.

5. Present the information that you have gathered.

Summary

 Information refers to facts or details about a subject.

 The four skills necessary to be information literate are the ability to recognize
when information is needed, ability to locate and access said information, ability
to evaluate and access said information, and ability to use the needed
information effectively.
 Information demand refers to the requirement of information while information
wants deals with the desire to have information.
 Some ethical use of information includes giving credit where credit is due,
practicing due diligence, respecting everyone’s privacy, and separating facts
from opinion.
 References

 Gonzales, E. D. (Ed.). (2016). The information in the modern Age. In Media &
Information Literacy (pp. 37–44). JFS Publishing Services.
 The information in the modern Age. (n.d.). Https://Sites.Google.Com/. Retrieved
July 22, 2020, from
https://sites.google.com/view/elearningmil/lessons/information-literacy
 MODULE 4
VARIOUS MEDIA IN THE AGE OF
INFORMATION

Introduction

Gonzales (2016) stated that media is said to be powerful a powerful force in the
society. These are everywhere. Voluntarily or involuntarily, millions of individuals are
exposed to it. Twenty-four hours, seven days a week, whether in television or radio, in
newspaper or magazine, or through the internet, people are affected by its enchanting
media features.

In this lesson different types of media will be discussed, which includes the
definition, its form, and characteristics. Convergence of media in the age of information
will also be given emphasis.

Learning Outcomes

At the end of this module, the learners should be able to compare and contrast
how one particular issue or news is presented through the different types of media.

Lesson 1. Print Media

Gonzales (2016) defined print media as a form of printed publications that is

used in mass communication. Ink and paper are used in its traditional form. Some of the
major types of print media are books, magazines, newspapers, newsletter, posters,
brochures, and press releases.
Gonzales (2016) enumerated the types of print media:

1. Book - The book is defined as a set of printed sheets of paper that are held
together inside a cover. It is a long written intended to inform like reference books
or entertain such as novels.

2. Newspaper- Newspaper refers to as a document published regularly,

consisting of news reports, articles, photographs, and advertisement that are
printed on large sheets of paper folded together.

3. Magazine - The magazines defined as a periodical publication containing

articles and illustrations, typically covering a particular subject or area of interest.

4. Poster - A poster is a bill or placard for posting, which is often placed in public
place. Posters by nature are visual. It makes use of photos or graphics to convey
a message.

5. Brochure - The brochure is defined as a small, thin book or magazine that

usually has many pictures and information about a product, or a place, etc. It is
typically used as a form of advertisement or promotion.

6. Press release - It is defined as an official statement that gives information to

newspapers, magazines, television news programs, and radio stations.

Gonzales (2016) enumerated the characteristics of print media::

a. A proponent of Literacy - Print media is essentially written media. One must

be able to read patronize print. By requiring literacy, print media also promotes it.

b. Portable – Print media is the most portable platform of media. Its size and
weight allow people to carry it everywhere.

c. Independent form of media - Unlike other forms of media, print does not
require a separate medium or technology to transmit or receive information.
 d. Structured - Correct grammar and proper sentence construction is a must in
priny media. Arranging material to follow a layout is required before publishing.
The structure is given emphasis in print media.

Newspaper as Source of Information

Gonzales (2016) stated that it is an undeniable fact that newspaper is still one of
the most reliable sources of news and information. Informing the public of the current
events and developing public opinion are its goal. Even with the emerging new media, it
is still noticeable that print media is continuously used in mass communication because
of its availability and affordability. In addition, a lot of people are still reading newspaper
to be informed, entertained, and educated.

Gonzales (2016) enumerated the following sections a typical newspaper has:

a. News Section- This section is considered the essence of the newspaper.

Thus, it is found in the first pages of the newspaper. The front page of the
newspaper is intended for significant news stories from local community,
national, and international scenes.

2. News stories featured in this section should have a lead that answers
questions who, what, where, when, why, and how.

3. Newspaper must maintain it sense of fairness, accuracy, and truthfulness in

narrating the stories at all times.

4. Photojournalism – It is a form of journalism that tells new stories through

images. Photojournalism should maintain its sense of timeliness, objectivity, and
narration.

5. Opinion Section also includes a letter to the editor and editorial cartoons.

6. Sports Section – It features local, national, and international news and

information on sports events.
 7. Entertainment Section - It offers features article that emphasize the various
aspects of culture. This section includes film, music, arts, fashion, and food. It
may also contain scripts, columns on advice, and horoscopes.

8. Classified or Classified Ads Section – it contains advertisement on services,

job opportunities, and bidding.

Lesson 2. The Broadcast Media

Gonzales (2016) defined broadcast as the transmission of electromagnetic audio

signals or audio-visual signals via air. This said signals are then readily accessible to a
wide population.

1. Radio Broadcasting

Telegraphs prompted the invention of radio. Long distance communication is

made possible through this first advancement in technology. Though telegraphs had its
accomplishments, telegraphic communication was still considered limited. Then came
Alexander Graham Bell who had another great invention which is what we call the
telephone. This made long distance communication revolutionized and improved
(Gonzales, 2016).

Experts started to abolish the use of telegraph wire due to its limitation. One of
the earliest breakthroughs is that of Guglielmo Marcono who is an Italian inventor.
Through his invention, it was made possible for information to be sent without the use of
wired connection. He made the public see through demonstration that it is possible to
cast an electronic signal to space so that it can be captured at random points without the
necessity of wires. Because of the said accomplishment, the broadcasting age began.

Soon, development of radio has been the focus to aid the military in terms of
communication. Since it has broken the boundaries set by wires, radio has gone farther
than any communication medium has gone before. It then became a necessity for the
military to have this device in their ships and naval fleets. Its application, which is
considered strategic, is seen to be powerful during the First World War.

Even after the end of war in 1918, the golden age of radio started. Opportunities
were seen by manufacturing companies and this led to the use of home radios for casual
use. The first radio station, which was owned by the Westinghouse, was called the
KDKA. This station was said to be the first users of radio for entertainment purposes.
The people soon started purchasing radios for entertainment.

Other manufacturers followed Westinghouse’s example. Among the most notable

of which was the American Telephone and Telegraph (AT & T) who was the first to
broadcast paid advertisements on its stations. A practice that still persists in today’s
radio.

According to estimates by National Association of Broadcasters in 1922 there

were 60, 000 households in the United States with radios; by 1929, the number the first
to broadcast paid advertisement on its stations. A practice that still persists in today’s
radio.

2. TV Broadcasting

The invention of television, unlike that of the radio, was initially prompted by
commercialism. The earliest notable development was that German inventor Paul Nipko,
where he was able to successfully transmit an image in 1884. Further developments to
Nipko’s mechanical system known as the rotating disk was made by several other
experts from all over the world (Gonzales, 2016).

Characteristics of Broadcast Media

According to Gonzales (2016), radio and television may be considered broadcast

media, still both have different attributes and features. Radio is a tool that uses voice,
sound, and music. These three are called elements of radio. Because it lacks visual
elements, producers of information in radio bank on these three elements to attract
attention and convey the message.
Two types of radio format in terms of frequency
  AM (Amplitude Modulated) radio
 FM (Frequency Modulated) radio

AM radio offers variety stations that feature different program formats

 Dramatic Programs
 Non Dramatic Programs
 News and commentary
 Talk show
 Counseling
 Educational
 Informative

In FM radio, the majority of the station offer music and entertainment program
formats. FM stations based their offerings on the type of audience they cater. Example,
stations that cater the lower mass audience may offer classic music. The genre of music
is important in FM stations. It is basically one of the factors that listeners consider in
tuning into particular radio station (Gonzales, 2016).

The author also pointed out that television on the other hand, can be considered
as the most powerful medium in the mass communication. It has a complete feature. It
offers both sight and sounds. It is more convenient to the audience in terms of exposure
and participation (Gonzales, 2016).

Television has two main elements.

1. Audio
2. Video or Visual

In the current setting in the country, television programs can be accesses through
the free channel and cable channel. The free channel offers a variety of TV programs
that can be accessed without paying for the networks of cable service provider. Cable
channel offers special programs that can be accessed by paying cable service provider
(Gonzales, 2016).
 Television program formats are almost similar to the program formats in radio.

Figure 4.1 The Characteristics of Television

Source: https://sites.google.com/view/elearningmil/lessons/the-various-media-in-the-age-of-
information (2017)

Lesson 3. The New Media: The World Wide Web

Where ordinary people can go on their computer screens and with a few clicks of
a mouse button, find a vast array of information and entertainment that originates all
around the world. Tim Bernes-Lee invented it back 1989.

Characteristics of New Media as listed by Gonzales (2016)

1. Network Linkage (Vanishing of fixed place) – geographical separation is no longer

an issue with the new media. Through development in computer network, information
resources need not be stored on single centralized server instead made it possible to
just connect the networks together.

2. Ubiquity – New media made information simultaneously present everywhere.

3. Digital – Because of its digital nature, information in the new media became:
 Infinite, where duplication and multiplication of information are possible
 Easily altered or edited
 Easily retrievable and machine readable
 Frequently stored on magnetic or optical surface, which do not have a proven
permanence.
4. Space Binding and Distance Insensitivity – New media creates bridges across
continents. Information from everywhere in the world can be easily accessed
everywhere. The only problem is that the volume of information makes it difficult to store
them over time.

5. Geographic Insensitivity – Difference in time, cost, or speed of getting information

may be noticeable because of distance.

6. Personalized – New media made it possible for people to do customizing and

individualizing of information through its smart devices and networks.

7. Prothesis and Telepresence – Studies show that personal gadgets like

smartphones and computers reveal a lot about its user. People’s dependence on new
media has affected their daily lives, making their devices become what they are.

8. Virtuality, Virtual Community – New media has created a social environment

without having the need for proximity.

9. Interactivity – It seeks user input to perform functions based upon it. One example
would be the function of cookies that stores personal data and preferences as a tool to
decipher what type of information would be interesting to the user.
10. Convergent – Separate technologies before made it possible to blend together to
formal digital common denominations. For instance, different functions that are formerly
seen in various media can now already be used in just a single device of the new media.

11. Wired, Wireless, Terrestrial and Satellite-based – While not strictly characteristics
of new media, the digital and smart character of new media make them more easily
configured for a variety of transmission methods.

12. Hypertext – Links documents together in such a way that one need not read
documents in prescribe order; authors, styles and permissible rules of content may vary
as one read linked documents; responsibility and control are diffused – as is ownership
of the resulting content; form and structure are easily changed, composed on demand
for individuals.
Lesson 4. The Avenues of New Media: Social Networking
Sites

Gonzales (2016) enumerated the Top 5 Social Networking Sites:

Facebook
This social networking site is considered to be the world’s largest and most
visited site with more than 900 million users. People find connecting and sharing
moments with love ones easier through this site.

Zuckerbergs and his fellow Harvard University students created this social
networking sites.

Twitter
Just like Facebook, Twitter is one of the most visited sites. It is an online social
networking and micro blogging service that enables users to send and read text-based
message. You can follow the tweets of your friends, your relatives and even public
personalities from all over the world. Totally fun for they can follow you back as well. This
is where the word “trending”, “follow back” and “hashtag” first emanated. Tweets are
publicly visible, but users can filter and restrict messages and deliver the, just to their
followers. It was created in March 2006 by Jack Dorsey and was launched on July.

Instagram
Instagram or more commonly known as “IG” was originally created to be a photo-
sharing site. Just recently, it incorporated a 15-seconds video sharing service that adds
up to its main feature. What makes IG different is that users can apply digital filters on
their pictures and upload them on various social network like Facebook, Twitter, Tumblr
or Flickr. It has become popular by its hashtags “Throwback Thursday” and “Flashback
Friday.” It was created by Kevin Systrom and Mike Krieger and was launched in October
2010.

Youtube
 This is popularly known to be video-sharing website, YouTube was created in
February 2005 by former PayPal employees. Users can upload, view and share videos
online. Unregistered users can watch videos while registered users can upload an
unlimited number of videos. Videos considered to contain potentially offensive content
are available only to registered users at least 18 years old.

Tumblr
A blog site that enables users to post multimedia contents, Tumblr is one of the
social media sites that contain a variety of funny pictures and videos which can be
shared and re-shared thru the dashboard interface and to other social media sites.

Lesson 5. The Convergence of Media in the Age of

Information

Gonzales (2016) stated that the age of information has posed threats to the
traditional media platform (print, radio, and TV). In a time when the Internet has become
the media platforms of choice for many, the traditional have expanded their horizons to
keep up with the times. They have moved outside their original medium format and
explored other available media technologies. This phenomenon is called the
convergence of media.

Gonzales (2016) enumerated and discussed the types of media convergence:

Digital Print Media

There has been a considerable continuous decline in readership among all print
mediums throughout the years. Although print has remained to have a solid foothold in
society, the need to revolutionize their methods has never been more necessary than it
is today. This is why has gone where their readers all went, online.

Newspaper businesses like the Manila Bulletin, Philippine Daily Inquirer, and
Philippine Star have gone digital. These so called big three in the newspaper print sector
of the media are all running online news sites to supplement their daily prints. As a
means of reaching the smartphone population, these newspapers have also launched
apps.
 Magazines have also evolved and joined the digital revolution. Summit media,
the leading magazine publisher in the country have created its own digital arm to
manage their magazine websites and offered copies of their magazines on the digital
bookstore.

Another example under this category is Rappler. Rappler is a native to the digital
print media sector. They bypassed traditional print and went straight ahead to the
cyberspace when they launched the first of January in the year 2012. This digital print
media publishes a variety of stories online that are similar to those published in
traditional magazines and newspapers.

Teleradio
The two mass media technologies of the industrial age which are radio and
television have formed an alliance in the form of Teleradio. Teleradio or television-radio
is a program that combines the visual aspect of television with AM or news radio. Filming
of teleradio happens in radio booths and simultaneously broadcasted on radio stations,
television channels, and even online. One example of this media convergence is
teleradio DZBB Super Radyo an AM radio station run by the GMA network, airs a
teleradio program entitled Saksi sa Dobol B, a morning news and talk program daily. A
simulcast of this program on GMA News Channel, AM 594, and on
www.gmanetwork.com, makes the program available to consumers of varying media
preferences.

Stream Media
Stream Media, in this context, refers to the transmission of television or radio
content online. In this scenario, allows these two traditional media players to broaden
their reach to Internet media consumers. It provides access to those who have limited or
no access to television and radio but is connected online.
A good example of stream media would be ABS-CBN's IWantTv. This website
allows users to view episodes of the network's program either for free or for a fee (on-
demand) and also live streams TV shows. This convergence of TV and Internet has
made television accessible even without an actual television.

Most radio stations have developed websites that host a streaming capability
although most of them stream live content only. One of the leading FM radio stations,
Love
Radio 90.7 has a full-fledged website that streams their programs online and even offers
interest piece.

Mass Media and Social Media

Social media websites are extremely popular in society. Billions of people from all
over the world are connected to several social media websites and apps at any given
time of the day. Mass Media platforms sought to take advantage of these numbers and
bring their content to a wider audience. As such, most media companies in existence
today, regardless of their platform turn to social media to grow their patronage.

For example, news giving bodies understands the need for timely and relevant
news, which is why most of them give regular updates on social media websites like
Facebook, Twitter, and etc. Entertainment sectors of turn to social media to engage with
their consumers while gauging their response to their media offering.

Assessment Task

TASK NO. 1.1 (WRITTEN WORKS)

Direction: Write if the given statement is correct and if it is incorrect.

1. Unlike the radio, the invention of television was initially prompted by commercialism.

2. The press release is defined as small, thin book or magazine that usually has many

pictures and information about product, or place, etc. 55

3. Broadcast media is the most portable platform media.

4. Radio and Television are considered new media.
56
TASK NO. 1.2 (WRITTEN WORKS)
Directions: Identity the characteristic of media used in each situation and provide
explanation for each.
1. Joy was able to communicate with her friends living in other
countries.

2. Instead of reading the whole article, Mary can just click the
section that she needs in a website.

3. Baby Bimby enjoys playing “Talking Tom” because it is as if he

is talking to Tom.

4. Joy reads news in her smartphone.

5. Hannah finds it cute to customize her facebook profile.

TASK NO. 2.1 (ACTIVITY)

Directions: Get a newspaper and read the editorial section. Analyse the issue raised
in the editorial. Weigh the argument of the editor by answering the following
questions:

a. What are the significant points of the editor in his or her article?

b. What do you think of the manner it was written? Is it fair and unbiased? Support
your answer.

c. Based on what you have analyzed, what is your stand on the issue?
TASK NO. 2.2 (ACTVITY)
Directions: Listen to the news on radio and watch the news on television. Notice how
the news was narrated in television and radio. Based on your observation, fill up the
matrix.
Broadcast Aspect Radio Television
In terms of:
a. Delivery of news
1. Clarity

2. Fairness

3. Truthfulness

b. Broadcast quality
1. Audio or video

2. News Anchors
TASK NO. 2.3 (ACTIVITY)

Directions: Write a letter to the editor containing the stand of the group on the issue.
Summary

 The three basic types of media are the print media, broadcast media, and new
media.
 Print media is a typed media used in mass communication in the form of printed
publications. Examples are books, newspaper, magazine, poster, brochure, and
press release.
 Proponent of literacy, portable, independent and structure are some of the
characteristics of print media.
 A newspaper should include a news section, news stories, photojournalism,
opinion section, sports section, entertainment section, and classified ads section.
 Broadcasting refers to the airborne transmission of electromagnetic audio (radio)
and audiovisual signals (TV).
 New media refers to the world wide web.
 Characteristics of new media include network linkage, ubiquity, digital,
personalized, virtual, hypertextual, interactive, and smart.
 Some of the lasts social networking sites are Facebook, Twitter, Instagram,
YouTube, and Tumblr.

References
 Gonzales, E. D. (Ed.). (2016). Various Media in the Age of Information. In Media
& Information Literacy (pp. 47–63). JFS Publishing Services.
 The Various Media in the Age of Information. (n.d.). Https://Sites.Google.Com/.
Retrieved July 22, 2020, from
https://sites.google.com/view/elearningmil/lessons/the-various-media-in- the-
age-of-information
 MODULE 5
THE MEDIA AND INFORMATION SOURCE

Introduction

One of the primary roles media plays is to inform. From news to current affairs to
lifestyle subjects, weather reports to celebrity updates, educational subjects to
recreational details and more, the wide array of data the media offers makes it an
available source of information. The library of Virginia explains that information can
come from virtually anywhere – media, blogs, personal experiences, books, journal and
magazine articles, expert opinions, encyclopedia depending on the question you are
trying to answer (Gonzales, 2016).

Learning Outcomes

At the end of this module, the learners should be able to contrast indigenous
media to the more common source of information such as library, internet, etc.

Lesson 1. Indigenous Media

Gonzales (2016) defined Indigenous media as forms of media expression

conceptualized, produced and circulated by indigenous people around the globe as
vehicle for communication, including cultural preservation, cultural, and artistic
expression, political self-determination and cultural sovereignty, according to Oxford
bibliographies.

It is a reflection of indigenous communities and has been used as powerful social

movement catalyst all over the world. Indigenous media seeks to spark activism,
promote
advocacy, be a source of empowerment, and encourage community building among
indigents.

Lesson 2. The Community Media and the Indigenous

People

Gonzales (2016) described community media as an independent, civil society-

based media that operate for social benefit and not for profit according to UNESCO. AS
the term implies community media is run by a community, and for a community.
Community in this context can be geographical or a community of people with the same
interests.

Social movements and community-based organizations make use of community

media for a number of reasons. First, it serves the community by providing access to
information. It also gives the community a platform for raising their concerns and aids in
solving them. Community media also provides a medium for community discussions.
Lastly, it makes public decision making possible through information and knowledge
sharing among the members of the community.

Community media is a popular alternative to commercial media among minority

groups like the indigenous community. What makes community media more compelling
to the marginalized is the fact that it is basically a reflection of their community. Here,
their tradition is observed and their language is spoken. Community media ensures that
their culture is preserved without sacrificing development.

The author also emphasized that the role community plays in the society make
up for its lack of commercial opportunities. By being a proponent of social responsibility
and public participation, community media helps in the development of communities.

Lesson 3. Examples of Indigenous Media

1. Ethnographic Films
Matthew Durington defines ethnographic film as the visual manifestation of
anthropological practice organized in a linear moving media. Ethnographic film is a
nonfiction work that reflects the lives of indigenous people, typically following the
documentary format. The meaning of ethnographic film has been a subject of discussion
in the film industry. Ruby (2000, as cited in Gonzales, 2016) argues for a strict definition
of ethnographic film, limited to productions by individuals with anthropological training,
preferably at a professional level combined with a media production background. Heider
(2006, as cited in Gonzales, 2016) on the other hand, claims that any film can be
considered ethnographic while providing a set of evaluative criteria to gauge
ethnographic film for both research and pedagogy.

2. Aboriginal Media
One of the most notable aboriginal media in existence is rub by the Central
Australian Aboriginal Media Association or CAAMA called Imparja, Imparja (which
means “tracks” or “footprints” in Central Australian language, Arrente) is a commercial
station intended for the aboriginal population. Apart from public service announcements
it also broadcasts aboriginal programs aimed at promoting awareness about the
concerns and issues of Aboriginal people, preserves the aboriginal languages, and
culture through art, music, stories, and dances (Gonzales, 2016).

Here are other forms of traditional media as cited by Gonzales (2016):

1. Folk or traditional media
2. Gatherings and social organizations
3. Direct observation
4. Records - may be written, carved, or oral
5. Oral instruction

Lesson 4. Traditional Media as Primary Source of

Information

Print, radio, and television was initially invented as means of mass

communication with the purpose to inform. Print can be traced back to ancient record
keeping intended to teach the next generations about their history and practices. Radio
was developed to break the barrier of distance that hinders the travel of information from
one place to another. Television, despite being invented for commercial purposes,
incorporated educational materials in their early programming. Decades after their birth,
traditional media still remain as a primary source of information.
 According to Gonzales (2016), people keep in touch with the world through
newspaper headlines, and news and current affairs programs. In times of natural
disasters, the public relies on traditional media for weather reports and updates. The
academic, educational, and scholar societies, lean heavily on various types of print
media for research. The masses are exposed to multiple subjects through feature
articles and magazine programs. These and much more are just come of the information
source applications of traditional media.

Gonzales (2016) also emphasized that the public has always relied on traditional
media to give credible and reliable information. This is because any information they
release goes through a rigorous process of check and balance. This standard procedure,
in accordance with strict rules and regulations imposed upon them, is the reason being
traditional media’s indisputable role as a source of information.

Lesson 5. The Library as Source of Information

The library in its most traditional sense is defined by the Merriam-Webster’s

dictionary as a place where books, magazines, and other materials (such as videos and
musical recordings) are available for people to use or borrow. Since it hosts a collection
of information materials, this is a place where people go – or at least used to go – for
research or to simply read (Gonzales, 2016).

Studies indicate that there has been a decline in the usage of libraries. In the
United States alone, Per Research Center shows an annual decrease in the number of
people who have visited the library age 16 and up from 2012-2015. Despite its dwindling
popularity, libraries still remain as an abundant yet systematic source of information.

A feature that separates libraries from other information sources is its effective
cataloging system. This makes searching for information through the wide collection of
libraries easier for users (Gonzales, 2016).
Gonzales (2016) enumerated the four types of libraries:
1. University library – used in colleges and universities
2. Public library – used in cities and towns of all types.
3. School library – used by students from Kindergarten to Grade 12
4. Special library – present in specialized environments, such as in hospitals,
corporations, museums, military, private business, and government.

Skills in accessing information from libraries.

Due to the wealth of information in a library, Gonzales (2016) emphasized that it
is important to be informed of the following:
1. The tools to be used to have access
2. Classification of information being accessed
3. The depth of details required--some libraries provide only an abstract of the topic
4. More detailed information might require membership or some conformity to set
rules of the source (example: databases).
has considerably grown from its introduction in 1991. As of the writing of the
book, Internet Live Stat

Lesson 6. The Internet as Source of Information

Gonzales (2016) stated that abundance, availability, and accessibility are the
three key aspects of Internet as a source of information. The World Wide Web has
reported over a billion of registered websites.

Indeed, it is impossible to run out of content from the web of information known
as the Internet. Experts, scientists, professionals, intellectuals, have pooled their works
and resources together in cyberspace. By allowing the free flow of information from
different sources, the Internet has made information available to all.

The existence of wireless connection and mobile gadgets made access to the
Internet easier and ever present. All these three combined accounts for Internet’s
reputation as the leading source of information in the digital age.
 Here are things to consider in evaluating information as enumerated by Gonzales
(2016):

1. Reliability of Information – Information is said to be reliable if it can be verified and

evaluated. Others refer to the trustworthiness of the source in evaluating the reliability of
information.

2. Accuracy of Information – Accuracy refers to the closeness of the report to the

actual data. Measurement of accuracy varies, depending on the type of information
being evaluated.

3. Value of Information – Information is said to be of value if it aids the user in making

or improving decisions.

4. Authority of the Source – Who authored or published the information? Is the source
credible?

5. Timeliness - When was the article written? Is it possible that some of the information
in the article has changed in time? If yes, would the change have any effect on the
conclusion of the article?

In determining the reliability of information, here are the things to do as listed by

Gonzales (2016):
1. Check the author
2. Check the date of publication or of update
3. Check the citations
4. Check the domains or owner of the site/page
Table 5.1 Domains of Websites/Pages
.com Commercial
.edu Educational
.mil Military
.gov Government
.org Nonprofit organization

As enumerated by Gonzales (2016), when determining the accuracy of information,

here are things to do:
1. Look for facts
2. Cross-reference with other source for consistency
3. Determine the reason for writing and publishing information.
Assessment Task
TASK NO. 1.1 (WRITTEN WORKS)
Direction: Identify the type of libraries given in each item.

1. Laguna University Library

2. Lalakay Elementary School Library
3. BFP Library
4. SM Foundation Library
5. Los Banos Community National High School Library
6. Ateneo de Manila Grade School Library
7. UPLB Library
8. Los Banos Library
9. Makati Library
10. AlDub Foundation Library

TASK NO. 1.2 (WRITTEN WORKS)

Directions: Write an essay on the topic “How do people find information that
matches my needs?” and “How do I choose from the wide variety of information
made available by different sources?”.
TASK 2 (ACTIVITY)
Directions: Look at various pieces of news on a newspaper or on the internet. After
carefully reading it, fill out the given table.
Selection Selection Criteria Your answer
Criteria
Reliability What are the details of this piece of
news? Which of these details can be
verified in other sources? Could
these
details be true? Why or why not?
Accuracy Which of these facts are
measurable? How were they
derived? Was the article written in an
objective manner?
Is the article written with care?
Value Consider the audience of the article?
Who would find this article valuable?

Authority Who wrote the article? How is the

author related to the article? What
was his source? Are the sources
properly cited? What is the
reputation of the author? Is he
known for some
biases?
Timeliness When was the article written? Is it
possible that some of the information
in the article has changed in time? If
yes, would the change have any
effect on the conclusion of the
article? Is it Possible that some of
the information in the article has
changed in time? If yes, would the
Summary
 Ethnographic films are visual manifestation of anthropological practice organized
in a linear moving media.
 Traditional media refers to print, radio, and television.
 Library is one of the traditional sources of media and what makes library different
from other sources is its effective cataloging.
 The four types of libraries are the university library, public library, school library,
and special library.
 The skills in accessing information from libraries include the accessing of tool to
use, knowing how the information is being accessed may be classified, and the
depth of details required some libraries provide only an abstract of the topic.
 The things to consider in evaluating information include the reliability, accuracy,
value of information, and the authority of the source.

References
 Media and Information Sources. (n.d.). Prezi. Retrieved July 22, 2020, from
https://prezi.com/zgyvwlmmrp6b/media-and-information-sources/
 Media and Information Sources - Media and Information Literacy (MIL). (n.d.).
Slideshare. Retrieved July 22, 2020, from
https://www.slideshare.net/markjhonoxillo/media-and-information- sources-
78382012
 The Media and Information Sources. (n.d.). Https://Sites.Google.Com/. Retrieved
July 22, 2020, from https://sites.google.com/view/elearningmil/lessons/the-
media-and- information-sources
 The Media and Information Sources. (2016). In Media & Information Literacy (pp.
6771). JFS Publishing Services.

MODULE 6
 THE MEDIA AND INFORMATION LANGUAGE

Introduction

Gonzales (2016) stated that with the numerous information that are available in
the various media today, understanding its contents would provide the users a more
effective way of selecting and utilizing of information.

In this lesson, the importance of content analysis will be given emphasis in

selecting and utilizing information. The form and content of message will also be
elaborated. The codes and conventions in the media will be discussed. And the role of
sources, audience, and other key players will also be identified.

Learning Outcomes

At the end of this module, the learners should be able to present an issue in
varied ways to disseminate information using the codes, conventions, and language of
media.

Lesson 1. Media Languages, Codes, and Conventions

Terms below are defined by Gonzales (2016):

Language pertains to the technical and symbolic ingredients or codes and

conventions that media and information professionals may select and use in an effort to
communicate ideas, information and knowledge.

Media Languages refers to codes, conventions, formats, symbols and narrative

structures that indicate the meaning of media messages to an audience.
The operative definition of codes in this context is the meaningful pattern into hich
w
signs are conveyed. Conventions, on the other hand, are the rules, which des cribe

71
predictable patterns. They govern which patterns are normally appropriate and can also
predict the meanings, which the patterns convey. Hence, codes and convention govern
the way in which signs are chosen and combined (Nicholas & Price, 1998, as cited in
Oxillo, 2017).

Oxillo (2017) stated that codes are system of signs that when put together create
meaning. Semiotics is the study of signs. Here are its types:

1. Symbolic Codes – show what is beneath the surface of what we see (objects,
setting, body language, clothing, color, etc.). These are the iconic symbols that can be
easily understood. Example: Red rose may convey romance or love.

2. Written Codes – refers to the use of language style and textual layouts such as
headlines, captions, speech bubbles, and language style.

3. Technical Codes – are ways in which equipment is used to tell the story. This
includes sounds, camera angles, types of shots and lighting, depth of field, lighting,
exposure and juxtaposition.

Lesson 2. Camera Shots

Terms below are defined and described by Oxillo (2017).

1. Extreme Long Shot – also called extreme wide shots such as a large crowd scene or
a view of scenery as far as the horizon.

Extreme Long Shot

Source: https://tinyurl.com/yy8jue62 (2017)

72
2. Long Shot – a view of a situation or setting from a distance.

Long Shot
Source: Source: https://tinyurl.com/yy8jue62 (2017)

3. Medium Long Shot – shows a group of people in interaction with each other. For
example: a fight scene with part of their surroundings in picture.

Medium Long Shot

Source: https://tinyurl.com/y2zuwfon (2019)
4. Full Shot – a view of a figure’s entire body in order to show action and/or a
constellation group of characters.

Full Shot
Source: https://tinyurl.com/yyem2l2z ((2016)

5. Medium Close Shot – shows a subject down to his/her chest/waist.

Medium Close Shot

Source:https://www.pinterest.com/pin/152278031134472170/
(2017)
6. Close Up Shot – a full-screen of a subject’s face showing the finest nuances of
expression.

Close Shot
Source:https://www.pinterest.com/pin/152278031134472170
/ (2017)

7. Extreme Close Up Shot – a shot of a hand, eye, mouth, or any object in detail.
 Extreme Close Up Shot
Source: https://vimeo.com/233754252 (2015)
Lesson 3. Point of View

Terms below are defined and described by Oxillo (2017).

1. Establishing shot – often used at the beginning of a scene to indicate the location or
setting, it is usually a long shot taken from a neutral position.

Establishing Shot
Source: https://www.premiumbeat.com/blog/create-better-establishing-shots-using-
photography/ (2014)

2. Point – of – view Shot – shows a scene from the perspective of a character or one
person
 Point of View Shot
Source: https://www.dramabeans.com/2019/09/lee-seung-gi-is-on-the-chase-for-
vagabond-in-new-stills/ (2019)
3. Over- the – Shoulder Shot – Often used in dialogue scenes, a frontal view of a
dialogue partner from the perspective of someone standing behind and slightly to the
side of the other partner, so that parts of both can be seen.

Over the Shoulder Shot

Source: https://www.studiobinder.com/blog/over-the-shoulder-shot/ (2013)

4. Reaction Shot – Short shot of a character’s response to an action.

 Reaction Shot
Source: https://www.picuki.com/tag/CardoDalisay (2016)
5. Insert Shot – A detail that quickly gives visual information necessary to understand
the meaning of a scene.

Insert Shot
Source: https://forums.soompi.com/topic/432086-drama-2019-hotel-del-luna- (2018)

6. Reverse – Angle Shot– A shot from the opposite perspective

 .

Reverse Angle Shot

Source:http://tepmuyargas.blogspot.com/2018/03/media-and-information-literacy-mil.html (2013)

7. Hand-held Camera Shot – The camera is not mounted on a tripod and instead is
held by the camera person, resulting in less stable shots.

Hand Held Camera Shot

Source: https://www.premiumbeat.com/blog/achieving-a-super-16mm-film-look-when-shooting-
digitally/ (2017)

Lesson 4. Camera Angles

Terms below are defined and described by Oxillo (2017).
1. Aerial shot – an overhead shot, also called as Bird’s Eye Shot, long or extreme long
shot of the ground from the air

Aerial shot
Source: https://www.youtube.com/watch?v=-nXlA9QqFhI (2018)
2. High-Angle Shot – shows people or objects higher than eye level.

High Angle Shot

Source: https://tinyurl.com/y3lgh6rm (2020)

3. Low-angle Shot – shows people or objects from below, lower than eye level
 Low-angle Shot
Source: https://screenprism.com/insights/article/the-filmmakers-handbook-how-are-low-angle-
shots-used (2017)

4. Eye-level Shot – views a subject from the level of a person’s eyes.

Eye-level Shot
Source: https://www.gmanetwork.com/news/lifestyle/travel/657221/gabbi-garcia-explores-hawaii-
with-family/story/ (2018)

Lesson 5. Content Analysis

In almost all aspects of life, whether science, humanities, economics, business,

and politics, there are always questions that need to be answered. From basic to highly
complex matter, people rely on information that available media have to offer in
answering their questions. Thus, it is important for the media and information users to
know how to content analyze (Gonzales, 2016).

According to Berrelson (1956 as cited in Gonzales, 2016) content analysis is a

research technique for the objective, systematic, and quantitative description of the
manifest content of communication. The content analysis aims to decipher the real
message of the content, through careful evaluation of the elements found in the
message. Content in this context can refer to letters, diaries, newspaper content, folk
songs, short stories, poetry, radio and television programs, books, films, documents, or
symbols.

Prasad (as cited in Gonzales, 2016) pointed out that content analysis conforms
to three basics principles of scientific method.

1. Objectivity – Being objective is required in content analysis. Content evaluation must

be impartial for other researchers to arrive at the same result of the study if they were to
use the same content.

2. Systematic – Application of rules should be strictly monitored in including and

excluding content whereby the possibility of including only materials which support the
researcher’s ideas – is eliminated.

3. Generalizability – Applying to similar situations can be done if there are results

obtained from previous successful content analysis.

Results obtained from a successful content analysis can be applied to similar situations.
 The process of content analysis answers Lasswell’s “Who says what in which
Channel to Whom and with What effect” model of communication. While content
analysis has a variety of application in several fields, it is most widely used in social
sciences and mass communication research.

Prasad (as cited in Gonzales, 2016) detailed the process involved in doing
content analysis in these six steps.
1. Formulation of the research questions or objectives
2. Selection of communication content and sample
3. Developing content categories
4. Finalizing units of analysis
5. Preparing a coding schedule, pilot testing and checking intercoder reliabilities
6. Analyzing collected data

Lesson 6. The Source of Message

According to Gonzales (2016), the source in the communication process is the

origin of information. In the earlier models of communication, the source typically acts as
both the origin of thought the sender of the message as well. It is not necessarily the
case with media. Media platforms merely serve as mediums in communicating
information. The information they broadcast typically originate from somewhere or
someone else. It is first acquired through research, interview, coverage, and etc.

Gonzales (2016) stated that in a book entitled Advance studies in Media, Joe
Nicholas, and John Prince listed the following as sources:

1. News Agencies are organizations employing journalists to find and write stories.
These stories are then made available to any news organizations which pays and annual
subscription.
2. Stories are written by a news organization’s own staff.
3. Press releases are publicity statements released by organizations
4. Emergency services such as police, fire, ambulance, search and rescue teams are
valuable sources of information for incidents worth reporting on.
5. Members of the public give good leads for stories.
6. Another media refers to previously released materials which can be further developed.
7. Court the judicial system can provide compelling stories through court cases.
8. Diary stories or coverage stories. Typically journalists cover public meetings and
events to produce a story.
9. Contact refers to a journalist’s connections in organizations that willingly provide
alternative information provides by PR sources.

Lesson 7. The Audience of Message

The audience refers to the recipients of information or the consumers of media.

Gonzales (2016) enumerated the two general types of media audience:

1. Mass Audience – refers to the mainstream consumers

2. Niche Audience – a small, influential audience with a unique taste.
As a commercial industry, the media depends on advertisers or profit. An
audience is necessary to encourage advertisers to invest. It is for the reason that media
producers spare no expense in understanding their audience. Among their many efforts
is classifying the audience according to their demographic profiles.

List below shows the classification of audience as enumerated by Gonzales (2016):

1. Top management, bankers, lawyers, doctors, and other highly salaried professionals
2. Middle management, teachers, many ‘creative’ e.g. graphic designers, etc.
3. Office supervisors, junior managers, nurses, specialists clerical staff, etc.
4. Skilled workers, tradespersons (white collar)
5. Semi-skilled and unskilled manual workers (blue collar)
6. Unemployed, students, pensioners, casual workers

Lesson 8. Other Players in the Process: Gatekeepers and

Regulators
 The abundance of information creates the need for gatekeepers. According to
Westley and Maclean (as cited in Gonzales, 2016) gatekeepers filters the message
according to the needs of the audience and media institutions. They determine which
information passes through the communication process and those, which discarded.
Their communication model further explains that a gatekeeper’s job happens in the
following levels.

1. Individual level: Refers primarily on who the gatekeeper is as an individual and his or
her preferences.

2. Routine practice level: This is the standard operating procedure followed by a

gatekeeper as dictated by the type of work to be done.

3. Communication organizations: The policies of the organization that will publish the work.

4. Social institutions: The social systems by which the message is formed.

5. Societies: Societal values and belief systems, rules and norms, etc.

6. Laws and regulations govern the media, like most industries. These regulations
keep them in check and sets up boundaries for them to operate. Examples of media
regulators are government institutions, non-government organizations that promote
media responsibility, and associations of media producers.
Assessment Task

TASK NO. 1 (WRITTEN WORK)

Direction: Identify what is being described in each item.
1. It refers to the use of language style.
2. A principle of scientific method that requires that the researchers
to arrive with the same results.
3. These are the technical and symbolic ingredients or codes
and conventions.
4. A principle of scientific method that requires rules to follow.
5. It shows what is beneath the surface of what we see such
as objects.
6. It refers to the equipment used to tell a story.
7. It refers to codes, conventions, formats, symbols and
narrative structures that indicate the meaning of media messages to an
audience.
 9. A principle of scientific methods wherein results obtained can
be applied to different situations.
10. It refers to a small influential audience.

TASK NO. 2.1 (ACTIVITY)

DIRECTIONS: On the given spaces below, paste sample pictures of camera shots, point
of view shots, and camera angle taken from different sources.

1. Full Shot 2. Extreme Close-Up Shot

3. Point of View Shot 4. Insert Shot

5. Aerial Shot 6. Low Angle Shot

TASK NO. 2.2 (ACTIVITY)

DIRECTIONS: Below are postcards that contain codes, symbols, and languages
about the places they depict.
Write a reflection paper using these questions as your guide: (use separate sheet if
necessary)
1. What information codes, conventions and messages about our country
is communicated enthuse postcards?
2. If you are to create a postcard for a place or organization of your choice, what
technical and symbolic codes would you use to convey important information
and create the desired impression? Why?
3. How is understanding of the technical and symbolic codes contribute to media and
information literacy?
Summary

 Media languages are codes, conventions, formats, symbols and narrative

structures that indicate the meaning of media messages to an audience.
 Codes are system of signs that when put together create a meaning.
 The types of codes are the symbolic, written, and technical codes.
 The seven types of camera shots are the extreme long shot, long short, medium
long shot, full shot, medium close shot, close shot, and extreme close shot.
 The seven types of point of view shot are the establishing, point-of-view, over-the-
shoulder, reaction, insert, reverse-angle, and hand-held camera shot.
 The four types of camera angles are the aerial, high-angle, low-angle, and eye-
level shot.
 The source of the message is the origin of the information.
 The audience refers to the recipient of information or the consumer of media.
 Mass audience refers to the mainstream of consumers while niche audience is a
small, influential audience with a unique taste.
 Other players in the process are the gatekeepers and regulators.
 A gatekeeper’s job happens in the individual level, routine practice level,
communication organizations, and social institutions.
 Content analysis refers to the research technique for the objective, systematic, and
quantitative description of the manifest content of communication.

Reference

 Media Gonzales, E. D. (Ed.). (2006). Media & Information Language. In Media &
Informatio n Literacy (pp. 73–78). JFS Publishing Services.
 Oxillo, M. J. C. (2017). Media and Information Language. Slideshare. Retrieved
July 22, 2020, from https://www.slideshare.net/markjhonoxillo/media-and-
information-languages
 The Media and Information Languages. (n.d.). Https://Sites.Google.Com/.
Retrieved July 22, 2020, from
https://sites.google.com/view/elearningmil/lessons/the-media-and- information-
languages