1. INTRODUCTION TO MEDIA AND
INFORMATION LITERACY
Chapter 1
Prepared by: Engr. Juvywen M. Pollentes

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
news.

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
various formats.

6. TECHNOLOGY
• 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
electronic books).

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
information.

9. • Accessing Media and Information – the use, navigate,
manage, store and retrieve content in print, radio and
online.
• 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
informed decisions,
• facilitate informed debates between diverse social
actors.
• 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
media.

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
right.

18. -END-