This Module will introduce you to the world of

media, information, and technology.

At the end of this module, the students can:

 Describe the nature of communication and he concepts

related to it.

 Describe how communication is affected by media and

information.

 Identify the similarities and differences of media literacy ,

information literacy and technology literacy.
 Editorialize the value of being a media and information
literate individual.

 Relate critical thinking with media and information

literacy in the production, consumption and transfer of
media, and information products by the society.

 Identify the characteristics of responsible users and

competent producers of media and information.

 Share media habits, lifestyles, and preferences to other

people.
What do you think of:
 Communication

 Media

 Information

 Technology

 Literacy
What is Communication?

Communicate – common

Latin verb Communicare – “ to share

or to make common”

Latin word Communis – “ we make

things common”
A B
Communication
- is the transmission of information, ideas,
attitudes or emotion from one person or
group to another (or others) primarily
through symbols (Theodorson and Theodorson,1969).

- is social interaction through messages (Gerbner,

1967).
Communication is the process by which
individuals share meaning(Black and Bryant).

Communication is a process by which a Source

sends a Message to the Receiver by means of
some Channel to produce/initiate a Response
from the receiver in accordance with the
intention of the Source (SRA Sourcebook, 1996).
COMMUNICATION – refers to people or groups of
people imparting or
exchanging messages through
speaking, writing, gestures or
even using other symbolic
forms by utilizing a variety of
channels for sending and
receiving, (Turow, 2009).

- plays an essential role in our daily lives

Attributes of communication as a process:

Dynamic

Systemic

Interaction with symbols

Meaning is personally constructed

2 BASIC TYPES OF COMMUNICATION?

Non- Verbal Com

 Signs
Verbal
Communication
 Symbols
 Oral
 Colors
 Written
 Gestures

 body language

 facial expressions

 Photo Credit: http://www.martina-gleissenebner-teskey.com/services/the-power-of-non-verbal-communication

/
Non-Verbal Communication

Signs
Symbols
Colors
Meanings of Colors
Gestures
Facial Expressions
Body Language
 Verbal Communication
Oral
Written
Explaining the Comm. Process through Models

Transmission Model
Shannon and Weaver’s Model
Reception Models
Berlo’s Model
 A Closer Look at Media and Information

Mediate?

- base term is media

- media is plural form of medium

Different Definitions of Media
Source Definitions

Oxford - the main ways that large number of people receive

Learners’ information and entertainment, that is television, radio
Dictionaries newspapers, and the internet.

UNESCO MIL -refers to the combination of physical objects used to

Curriculum for communicate or mass communication through physical
Teachers objects such as radio , TV, computers or film, etc.

-any physical object used to communicate media messages

-source of credible f information in which contents are

provided through an editorial process determined by
journalistic values and therefore editorial accountability
can be attributed to an organization or a legal person
Definitions of Media…

The Penguin - means of distributing texts and messages to a large

Dictionary of mass of people
Media Studies
(2007) - carries a certain degree of intellectual baggage or
currency with it

David - something we use when we communicate with people

Buckingham indirectly, rather than in person or by face-to-face
(2003) contact
Definitions of Media…

Encyclopedic Dictionary - any means, agency or instrument of

of Semiotics, Media, and communication
Communications (2000)
- the physical means by which a sign or text is
encoded (put together) and through which it is
transmitted (delivered, actualized)

Presidential Decree No. - refers to the print medium of communication,

1018 (1976) which includes all newspapers, periodicals,
magazines, journals, and publications and all
advertising therein, and billboards, neon signs
and the like, and the broadcast medium of
communication, which includes radio and TV
broadcasting in all their aspects and all their
cinematographic or radio promotions and
advertising
Categories of Media
Category Examples

Modality Text, audio, video, graphics, animation

Format Digital or analog

Way of
Electromagnetic or radio waves, or light waves
transmitting

Mass media form TV, radio, Internet, telephone or mobile

Media modality – refers to the nature of the message
- whether it is relayed using…

Media format – the way the data are arranged

- the data/messages may be transmitted
through radio waves (for audio) and
light waves (for other modalities)

Mass media form – refers to particular media

technology to which the message is
transmitted
Skills for Media Literacy
1. Asking the right questions.
With regard What is this about? What information is trying to share?
to media Whose point of view is this? Is it one sided or biased?
CONTENT What ideas or values does it have? Are they overt or implied?
Does the media content/message include documented facts
or opinions?
Are there expert opinions or hearsays?
What information is missing from the message?
With regard Who produced the message?
to media Is the producer a credible source of the message?
PRODUCER Is it a paid message? For whose interest was it created?
What could be the intention or motivation of the producer?

With regard For whom is the message intended?

to media Who will benefit from the message?
AUDIENCE Can anyone be harmed by the message?
Does it provide any useful information?
2. Relying on
more
than one
source.
3. Crafting their own
stand or opinion.
Media Literacy as a Skill
- allows people to comprehend media
messages posted on websites and social
media.

- enables viewers, readers and listeners to

explore and investigate the information
disseminated by media and deliver their
critical judgments on various issues
( Pike, 2013).
Concepts Linked to Media Literacy
1. Media are Constructions– involves media products
that are designed/created by individuals who make
conscious and unconscious choices on what to include,
what to discard, and how to present the presents.
2. Audiences Negotiate Meanings
- the meaning of any media product is not
created solely by its producers=collaboration
between them and the audience

= different audiences can take away different

meanings from the same product

ML encourages us to understand how individual

factors affect our interpretations of media
2. Media Have Commercial Implications –

- media production is a business = profit

- can be noticed through its advertisements and commercial

presentations.

- media entice viewers, readers and listeners to buy

products they have created by making it look good
for the consumers.
4. Social and Political Implications – are part
of the media strategy to achieve
values, power and authority that
unconsciously will sway decisions
among viewers.

- convey ideological messages about values, power,

authority
5. Each Medium has a Unique Aesthetic Form

- the content of media depends in part on the

nature of the medium

- includes technical, commercial and storytelling

demands of each medium
Why Media Literacy is Important
1. It motivates young people to ask, assess,
comprehend and appreciate the multimedia
culture and promote activism in media
consumption.

2. It knits the world closer by fostering relevance

and immediacy to traditional subjects, thereby
bridging the incorporation of subjects and
interdisciplinary programs.
3. It exemplifies present teachings focusing on
student-centered learning, recognition of
multiple intelligences, analysis management
rather than storing information.

4. It has a collective environment and agent for

education where children are familiar with
learning music, comics, TV, video games, internet
and advertisements.
5. It cultivates creativity in using multimedia tools
that will prepare the young generation in the
workplace as they provide sophisticated
presentations.

6. It makes them potentials debaters and lobbyist

for what they believe in as controversial and real-
life issues in the community.
7. It provides a fresh perspective on how media
play in diversity, identity, and difference in a
pluralistic society.

8. It allows young people to acquire personal and

social development by investigating music,
fashion, movies, TV programming, advertising,
self-projection, attitudes and lifestyle
preferences as part of pop culture.
(Media Literacy Fundamentals).
Developing Your Media Literacy Skills

Identify Verify the Make a

the source storyline critical
judgment
Assignment

1. Clip the top story of a certain newspaper. Write

the newspaper’s name and date.

2. Then, identify the source/s of information in that

top story with their corresponding position or
designation (relying on more than 1 source).

3. Summarize the news article in 2 sentences.

4. Make a critical judgment of the story. Whether you

believe it to be true or not and why?
Information Literacy
 Information literacy (IL) - also known
as information fluency (IF)

 a broad set of competencies required for

the finding, retrieving, analyzing and
using information from a variety of
sources
 - ability to know/recognize when there is a
need for information, to be able to identify,
locate, evaluate, and effectively use that
information for the issue or problem
at hand (National Forum on Information Literacy)

 the skill of getting the information that you

need (goggle or books) = IL or IF
 Information literacy – takes place to individuals who

understand the timeliness of the

information and be able to locate,

evaluate and use the information

appropriately.
Importance of Information Literacy

 empowers you to think critically, evaluate and provide

opinions, suggestions and solutions to the pressing issue

 makes you creative as you plan and organize all the

information you have gathered

empowered people= independent lifelong learners

applying their knowledge from familiar environment to
unfamiliar
Developing Your Information Literacy Skills

- is to distinguish which is factual or fictional (internet)

- check for the authenticity, validity and reliability of

the information

- know what references are academically accepted

and possess authority using annotated bibliographies
 An annotated bibliography is a list of citations to
books, articles, and documents.

 Each citation is followed by a brief (usually about

150 words) descriptive and evaluative paragraph, the
annotation.

 … to inform the reader of the relevance, accuracy,

and quality of the sources cited.
7 Dimensions of Information Literacy
1. Tool Literacy

2. Resource Literacy

3. Social-Structural Literacy

4. Research Literacy

5. Publishing Literacy

6. Emerging Technology Literacy

7. Critical Literacy

Jeremy J. Shapiro and Shelley K. Hughes,” Information Literacy as a Liberal Art”.

Educom Review, Volume 31, Number 2, March/April 1996.
7 Dimensions of Information Literacy

1. Tool literacy - the ability to understand and use

the practical and conceptual tools of current
information technology (software, hardware
and multimedia)

- include the basics of computer and network

applications
 2. Resource literacy - the ability to understand
the form, format, location and ways to access
information.

 includes concepts of the classification and

organization of such resources.
 3. Social-structural literacy – tracing how
information is socially situated/located and
produced/created.

 - knowing about how information fits into the

life of groups; about the institutions and social
networks --
4. Research literacy - the ability to understand and
use the IT-based tools relevant to the work of
today's researcher and scholar

example: discipline-related computer software for

quantitative and qualitative analysis and
simulation
5. Publishing literacy - the ability to format and
publish research and ideas electronically, in
textual or digital texts and multimedia forms

- Writing is always shaped by its tools and its

audience. Computer tools and network
audiences represent genuine changes in writing
itself.
6. Emerging technology literacy - the ability to
make intelligent decisions whether to adapt,
understand, evaluate or use existing or
emerging inventions.
7. Critical literacy – the ability to assess various
perspective on information development and
technologies.

 the ability to evaluate critically the intellectual,

human and social strengths and weaknesses,
potentials and limits, benefits and costs of
information technologies.
 Technology Literacy
Technology – is the transformation created by people from
the natural environment to meet their needs,
wants, longer life and be productive in their
daily undertakings.

- skill, know how, tool, machineries, expertise

- anything that converts any raw material into

something that men need
 Science Technology

- generates knowledge - develops human-

- proposes and tests made solutions to
explanations real-world problems

- uses technology to - uses scientific

generate knowledge to
knowledge generate solutions
What is Technology Literacy?

- more than hands-on skill using technology to

perform better in society…

- as simple as knowing how to operate…

Technology Literate individuals achieve their
educational goals and pursue a career of their
choice.

- it motivates them to properly select and use technology

responsibly transforming them into problem solvers, good
communicators, effective users, and can synthesize the
technology use.

- they are individuals who are abreast and updated

to the current information.
Technology literate people – are better decision-makers

- they can identify what is reliable or not

- they can access accurate information about their

health, safety and others
Classification of Technology Literacy
1. Medical Technologies – are engaged with diagnosing,

detecting and avoiding disease and other damage to the

mind and body.

2. Agriculture and Related Biotechnologies – pertaining
to growing crops and raising animals for food
consumption, feeding purposes, fiber sources,
fuel use, among others.
3. Energy and Power Technologies –
utilize energy reserves and change energy
to power.
4. Information and Communication Technologies –
incorporate educational technologies as well as
gathering information, categorizing, manipulating,
keeping and retrieving sources.
5. Transportation Technologies – allow people to
transfer goods from one venue to another.
6. Manufacturing Technologies – convert resources into
finished goods and products.
7. Construction Technologies – procedures dealing with
construction of roads, buildings and other structures.
Characteristics of a Technology Literate Person
1. Knowledge – allows the technologically literate individuals
to decipher the prevalence of technology in the daily
undertakings.

2. Critical thinking and decision making- allow literate

individuals to ponder and evaluate on the benefits and risks
that technologies can offer.

3. Capabilities- allow individuals to do hands-on-skills

- can troubleshoot and fix simple technological problems
- can obtain information on issues on technology and among
others