2. WHAT IS MEDIA?
• Media refers to the combination of physical objects used
to communicate or mass media communication through
physical objects, such as radio, television, computers,
telephone, mobile phone, film, etc.
3. MEDIA LITERACY
• Media literacy is understanding and using mass media in
either an assertive or non assertive way, including an
informed and critical understanding of media, what
techniques they employ and their effect.
• The ability to read, analyze, evaluate, and produce
communication in a variety of media forms, e.g.
television, print, radio computer and other.
4. WHAT IS INFORMATION?
• Information is a broad term that can cover data,
knowledge derived from study, experience, or
instruction, signals or symbols.
• In the media world, information is often used to describe
knowledge of specific events or situations that has been
gathered or receive by communication, intelligence or
5. INFORMATION LITERACY
• Information literacy refers to the abilities to recognize
when information is needed and to locate, evaluate,
effectively use, and communicate information in its
• Technology is defined as the science in industry,
engineering etc., to invent useful things or to solve
problems. Through the years, it has galloped over
different phases (For example, from traditional
telephones to smartphones, from paper books to
7. TECHNOLOGY LITERACY
• Technology literacy is the responsible means of using
various technological tools in order to meet one’s goal in
acquiring and giving the right information.
8. MEDIA AND INFORMATION LITERACY
• Plays and important role in communication and
information dissemination. Media and Information will
enable us to access, understand and create
communications in a variety of contexts in the form of
accessing, understanding, and creating media and
9. • Accessing Media and Information – the use, navigate,
manage, store and retrieve content in print, radio and
• Understanding Media and Information – viewers ability
to read, deconstruct and evaluate media contexts and
motivations. A critique view on quality of material being
broadcast and shared.
• Producing Media and Information – viewers or netizens
ability to produce, distribute and publish ideas and
information via mainstream media or social media.
10. MEDIA & INFORMATION PLAY
SEVERAL ROLES. THEY:
• act as channels of information and knowledge through
which citizens communicate with each other and make
• facilitate informed debates between diverse social
• provide us with much of what we learn about the world
beyond our immediate experience.
11. • are means by which a society learns about itself and
builds a sense of community.
• function as a watchdog of government in all its forms,
promoting transparency in public life and public scrutiny
of those with power through exposing corruption,
misadministration and corporate mistakes.
• Are essential facilitators of democratic processes and one
of the guarantors of free and fair elections.
12. BASIC CONCEPTS
1. Media construct our culture. Our society and culture –
even our perception of reality – is shaped by the
information and images we receive via the media.
2. Media messages affect our thoughts, attitudes and
action. All of us are affected by advertising, news,
movies, pop music, video games and other forms of
13. 3. Media use “the language of persuasion”. All media
messages try to persuade us to believe or to do
something. News, documentary films, and nonfiction
all claim to be telling the truth.
4. Media construct fantasy worlds. Movies, TV shows and
music videos sometimes inspire people to do things that
are unwise, anti-social or even dangerous.
14. 5. No one tells the whole story. Every media maker has a
point of view. Every good story highlights some
information and leaves out the rest.
6. Media messages contain “texts” and “subtexts”. The text
is the actual words, pictures and/or sounds in a media
message. The subtext is the hidden and underlying
meaning of the message.
7. Media messages reflect the values and viewpoints of
media maker. Our values and viewpoints influence our
choice of words, sounds and images we use to
communicate through media.
15. 8. Individuals construct their own meanings from media.
Although media makers attempt to convey specific
messages, people receive and interpret them differently,
based on their own prior knowledge and experience, their
values and their beliefs.
9. Media messages can be decoded. By “deconstructing”
media, we can figure out who created the message, and
why. We can identify the techniques of persuasion being
used and recognize how media makers are trying to
influence us. We notice what parts of the story are not
being told, and how we can become better informed.
16. 10. Media literate youth and adults are active consumers
of media. Media literacy helps people consume media
with a critical eye, evaluating sources, intended purposes,
persuasion techniques and deeper meanings.
17. ARTICLE 19 OF THE UNIVERSAL DECLARATION OF
HUMAN RIGHTS states that , ‘Everyone has the right to
freedom of opinion and expression; this right includes
freedom to hold opinions without interference and to
receive and impart information and ideas through any
media and regardless of frontiers (United Nations, 1948). ‘
MIL equips citizens with the necessary competencies to
seek and enjoy the full benefits of this fundamental
In the past, if one wished to react to an editorial article , one had to write the editor. The letter would take a day or two to reach the editorial desk, though the post office, this process is now called “ SNAIL MAIL”. At present, when a viewer hears a news on radio, or television, the viewer can send an e-mail(electronic mail) or text message to the editor which will be received right after one sends it.
-mass media-media, television, radio, newspapers, magazines, broadcasting
-In 70’s and 80’s, Filipinos who worked abroad especially in the Middle east sent messages to their families by MAIL using postage stamp or by telephone calls were expensive especially for overseas calls. The other means of communication used was the cassette tapes. The family members would record their voices, sing songs to the loved ones abroad and record them on cassette tapes. These tapes were sent through the post office mail that would take a week or more to reach the loved ones in another country.
--From the 21st century, communication very easy and not so expensive. One can get a DSL connection with telephone landline and chat the whole night without worry of expensive telephone bills. One can talk and see the loved ones in another country using skype.
Media-tools used to store and deliver information or dta
MASS MEDIA-COMMUNICATIONS MEDIA IN GENERAL: ALL OF THE COMMUNICATIONS MEDIA THAT REACH A LARGE AUDIENCE, ESPECIALLY TELEVISION, RADIO, AND NEWSPAPERS.
LITERACY-literateness, reading ability , knowledge, learning, mastery,
Parents now provide their children with mobile phones so they can easily communicate with them. Parents also provide their children with computers that aid the children in doing research as well as preparation of research work. 3 decades ago students had to type and retype papers to be submitted in school. Today, students use the computer to type their paper work, revision of paper is not that taxing because editing can be done with the computer without having retype the whole paper.
--HOW MEDIA WORKS IN MARKETING
INFORMATION-IN MEDIA, KNOWLEDGE OF SPECIFIC EVENTS OR SITUATION
intelligence -information, news, reports, communication, word, details
Communication-message, communiqué, announcement, statement, letter, email, phone call, fax, contact, interaction, transfer, consultation, exchange, transmission
exchange of information: the exchange of information between people, e.g. by means of speaking, writing, or using a common system of signs or behaviorMicrosoft®
Locate - find, trace, discover, track down, detect, pinpoint, localize,
INFORMATION LITERACY IS THE KEYSTONE OF LIFELONG LEARNING. A PERSON BECOMES INFORMATION LITERATE WHEN HE HAS LEARNED TO MAXIMIZE ALL KINDS OF INFORMATION SOURCES IN FINDING ANSWERS TO HIS QUERIES.
---A few centuries ago, when the KING of a particular country would like to INFORM the PEOPLE ABOUT LAWS AND ANNOUNCEMENTS, a messenger would go to a public place like market. A king messenger carried a rolled scroll which was handwritten and with a loud voice would read whatever information the king would like the people to hear. INFORMATION DISSEMINATION WAS ORAL AND WRITTEN. EDUCATION WAS VERY EXPENSIVE DURING THOSE DAYS BECAUSE BOOKS WERE HANDWRITTEN.
LATER THE NEWSPAPER WAS DEVELOPED TO PROVIDE INFORMATION NOT ONLY IN THE CITIES BUT IN THE COUNTRY SIDE AS WELL.
20th CENTURY- RADIO WAS INVENTED
QUESTION: SIMILARITIES AND DIFFERENCES OF MEDIA, INFORMATION AND TECHNOLOGY?
ALL THESE 3 ARE AFTER THE RIGHT CONSUMPTION OF INFORMATION THROUGH EFFECTIVE MEDIA USE AND TECHNOLOGICAL MEANS
NOWADAYS, A PERSON CAN JUST BE LITERATE IF WHAT HE WANTS TO KNOW CAN BE AQUIRED THROUGH THE RIGHT MEDIUM USING THE RIGHT TECHNOLOGY.
EX. -IF HE WANTS TO LEARN A SUBJECT MATTER, HE HAS THE OPTION TO READ A BOOK, BUT TODAY, ELECTRONIC BOOK CAN BE CONSIDERED.
-IF HE WANTS TO TRANSMIT A PUBLIC MESSAGE, OR A GREETING PERHAPS, HE MAY USE SOCIAL NETWORKING SITES SUCH AS FACEBOOK AND TWITTER, THROUGH STATUS UPDATE OR TWEET, USING VARIOUS FORMS OF TECHNOLOGY, SUCH AS LAPTOP, TABLET OR SMARTPHONE.
-MAIN GOAL: BENEFIT OF THE CUSTOMER
-connect with people
A FEW GENERATIONS AGO, OUR CULTURE’S STORYTELLERS WERE PEOPLE – FAMILY, FRIENDS AND OTHERS IN OUR COMMUNITY. FOR MANY PEOPLE TODAY, THE MOST POWERFUL STORYTELLERS ARE TELEVISION, MOVIES, MUSIC, VIDEO GAMES AND THE INTERNET.
we don’t like to admit it! That’s why media are such a powerful cultural force, and why the media industry is such a big business.
3. Advertising tries to get us to buy products. Novels and TV dramas go to great lengths to appear realistic. To do this, they use specific techniques(like flattery, repetition, fear, and humor) we call the “the language of persuasion”.
4. Fantasy can be pleasurable and entertaining, it can also harmful. At other times, media can inspire our imagination. Advertising constructs a fantasy world where all problems can be solved with a purchase. Media literacy helps people to recognize fantasy and constructively integrate it with reality.
5. often, the effect of a media message comes not only from what is said, but from what part of the story is untold.
8. This means that people can create different subtexts from the same piece of media. All meanings and interpretations are valid and should be respected.
Deconstruct-analyze, critique, criticize, review,
Extent - level
10. Many forms of media like television seek to create passive, impulsive consumers.
frontier (n) border, boundary, limit, edge, border line, front line
THE GOAL OF MIL IS TO GIVE PEOPLE THE POWER TO USE THEIR RIGHTS OF FREE EXPRESSION, TO DEFEND THEIR ACCESS TO INFORMATION, TO EVALUATE CONTENT, TO SECURE THEIR PARTICIPATION IN THE PROCESS OF GOVERNING, AND TO HELP ALL VOICES BE HEARD.