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Media and
Information Literacy
Quarter 3 - Module 1
Introduction to Media and information Literacy
What I
Know…………………………………………………………………………………………………….iii
Media and information literacy refers to “the essential competencies (knowledge, skills,
attitudes) that allow learners to engage with media and other information providers
effectively. It helps learners develop their critical thinking and life-long learning skills for
socializing and becoming active citizens” in the country.
This module will introduce you to the basic concepts of Media and Information Literacy.
Lessons and activities in this module are designed to make you understand the nature of
MIL and the reasons why you need to be media literate, information literate, and technology
literate.
This module will help you achieve Media and Information Literacy (MIL) learning
competenciy:
Describe how communication is influenced by media and information.
(MIL11/12IMIL-IIIa-1)
To help you master the competency mentioned above, you will undergo four lessons:
Lesson 1: Introduction to Media and Information Literacy
Lesson 2: Media, Society, Culture, and You
Lesson 3: Brief History of Media
Lesson 4: Communication Models and Theories
These lessons will help you comprehend the very nature of media and information literacy
and its related concepts.
i
How to Learn from this Module
To achieve the preceding objectives, you are to do the following:
• Take your time reading the lessons carefully.
• Follow the directions and/or instructions in the activities and exercises diligently.
• Answer all the given tests and exercises.
ii
What I Know
Multiple Choice. Circle the letter of the best answer from the given choices.
1. Refers to the communication between two persons, whether they are verbal or
non-verbal.
A. Interpersonal Communication B. Mass Communication
C. Mediated Communication D. Face to Face Communication
2. A media literate person can access, analyse, and respond to a range of media.
A. False B. True C. Maybe D. Neither
8. It’s the term commonly used to refer to communication systems that are configured to
create, produce, and disseminate media texts to mass audiences.
A. Organizational Communication B. Mediated Communication
C. Interpersonal Communication D. Mass Communication
iii
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Lesson Introduction to Media and
1 Information Literacy
Grade 12, Second Semester, Q3- Wk. 1
Media and Information Literacy equips learners with the 21 st century skills needed by them to
compete with the unending developments in technology. In this lesson, you will be
introduced to the basic concepts of media and information literacy, its history and its
importance to our existence.
What’s New
Look closely at the picture below. Examine carefully how the people communicate and
interconnect with each other. Based on your personal experience, how do you connect with
your family and friends and vice-versa? Are there any similarities you see in the picture with
how you communicate with each other?
Photo credit:
Activity 1: Enumerate the Media You Used in Connecting With Other People
MEDIA MEDIA YOU USE
What Is It
With the advent of communication technologies in the 21 st century, learners could easily
access to information needed by them at their finger tips. The existence of technology paves
the way to communicate with multiple people from different parts of the world using different
platforms. As Thomas Freidman( ???) wrote in his book The World is Flat, the internet itself
has flatten the world, where people from all walks of life, location, culture and age can
access and exchange the same information at the same time.
Before we go further, let us familiarize ourselves with basic terms and concepts associated
in communication.
Messages: refer to any form of communication (information, feelings, and ideas) passed or
transmitted using a channel. Turow (2007) described them(messages) as a
collection of symbols that appear purposefully organized (meaningful) to those
sending or receiving them.
Media: are the methods or tools in which information can be exchanged and communication
can be facilitated.
Media and Information Literacy: refers to the essential competencies (knowledge, skills,
attitudes) that allow citizens to engage with media and other information
providers effectively, and develop critical thinking and life-long learning skills for
socializing and becoming active citizens.
What’s More
There are two types of communication that we usually engage into: interpersonal
communication and Interpersonal communication. Both are mediated by
technology to alow easy form of fedbacking.
Practice your skills and knowledge further by answering the attached Learning
Activity Sheet on Introduction to Media and Information Literacy.
What I Can Do
To foster better communication in order to develop strong relationship with other people,
create a “talk show” making your household members are the “guests.” Follow the
outline below in developing your talk show.
In this lesson, you will be exposed to the various influences of media in our culture
and society. In addition, you will explore examples on how media is used to
persuade and change the level of perceptions of people on things around them.
What’s New
4
Poster A (Kim) Poster B (Marlboro)
1.. 1)
2. 2.
3. 3.
4.
What Is It
There are seven principles of persasion whish are used by dvertisers to attract people to
patronize theire products(Dr. Robert Cialdini, ???).
What’s More
Media serves as an instrument in bringing about development of a country. It helps
promote advocacies on social issues like anti-bullying, free education, positive self-
image, a healthy life style, breast cancer awareness, HIV/AIDS, and others.
What Can I Do
Media can easily influence our way of perceiving things around us. To demonstrate
such effect, choose a song that is currently popular among the youth. Listen to the
lyrics of the song repeatedly and familiarize yourself with it. Ask yourself the
following questions:
In the previous two lessons, you’ve learned the various influencs of media in the
communication processes among individuals. In this lesson, we will look back briefly on the
history of media and how it evolves through the years; and its impact to our culture and
society.
What’s New
COLUMN A COLUMN B
Typewriter
Television
Personal Computer
Telephone
Radio
Phonograph
What Is It
The printing press paves the way of easy access to information ending the elite’s
manipulation of knowledge. The printed words which can now be produced en
masse, and cheaply, have become instrumental in giving birth to Protestantism,
revolutions, the industrial revolution, and eventually our current state.
Pre-Industrial Age
1041: Movable clay type printing in China.
1440: The first printing Press in the world by the German goldsmith Johannes Gutensberg.
1447: First printed advertisement in a book by William Caxton
Industrial Age (1700 to 1930)
1774: Invention of Electric Telegraph by George Louis Lesage
1829: Invention of Typewriter by W.S. Burt
1876: Invention of Telephone by Alexander Graham Bell
1877: Invention of the phonograph by Thomas Alva Edison
1894: Invention of radio by Guglielmo Marconi
Early 1900s: Start of the golden age of television, radio, and cinema
1918: First colour movie shot “Cupid Angling”
1920: Invention of TV by John Logie Baird and First Radio Commercial Broadcast by KDKA
radio station a daughter company of Westinghouse Electric and Manufacturing Company.
1923: The first news Magazine was launched—TIME
1927: First TV transmission by Philo Farnsworth
Electronic Age (1930s to 1980s)
1940: Community Antenna Television system, early cable
1950: Black and White TV came out and became mainstream
1960: Rise of FM radio
1963: Introduction of audio cassettes
1972: Email was developed by Ray Tomlinson
1973: First handheld mobile phone by John Mitchel and Martin Cooper
1975: Introduction of VCRs (videocassette recorder)
1980: Colour television became mainstream and first online newspaper—Columbus
Dispatch
1981: IBM personal computer was introduced
1985: Microsoft Windows was launched
1986: MCI Mail—first commercial email service
Evolution of New Media (21st Century)
1991: World Wide Web came into being by Sir Timothy John-Berners Lee
1995: Microsoft Internet Explorer was launched
1997: DVDs replaced VCR
2001: Instant Messaging Services
2002: Satellite radio is launched
2004: Facebook; 2005: YouTube; 2006: Twitter; 2007: Tumblr; 2010: Instagram
What’s More
MEDIA/PLATFORM DESCRIPTION
To put into use the things you have learned, answer the attached Learning Activity
Sheet on Introduction to Brief History of Media.
What I Can Do
Choose a social media platform that you are comfortable with and post the Media
Evolution Timeline you have created with a brief description. Submit the link to your
instructor.
Lesson Communication Models and
4 Theories
Grade 12, Second Semester, Q3- Wk. 1
To enhance your knowledge on the use of technological communication , this lesson will tour
you to basic communication models and theories. After the lesson, you should be able to
understand the three types of communication model and create your own communication
process model.
What’s New
COLUMN A COLUMN B
LINEAR MODEL
One way communication
Used for mass communication
Senders send message and receivers
receive only
No feedback
Concept of noise
TRANSACTIONAL MODEL
Used for interpersonal communication
Senders and receivers interchange roles
Simultaneous feedback
Context of environment and noise
Feedback is taken as a new message
INTERACTIONAL MODEL
Used for new communications like
internet
Slower feedback in turns
Concept of field of experience
Known as convergence model
Communication becomes linear if
receiver does not respond
What Is It
The three basic communication models: Linear Model, Transactional Model, and
Interactive Model. Below is an illustration that shows the descriptions as well as
the pros and coms of each model.
Credit: https://www.businesstopia.net/communication
What’s More
What I Can Do
To conclude this lesson, choose one communication model and create a scenario
(video, an audio recording, a comic strip, a script, a poste) illustrating your chosen
model. The, send it to your teacher.
12
Summary
People have to be media literate, information literate, and technology literate
to live a full life in the 21st century.
Media and information literacy will enable us to access, analyze, and respond
to a range of media which will make us enjoy them more.
The 21st century is about access to information. The challenge is in getting the
right information by analyzing and filtering.
Communication theories and models continues to evolve with the
development of different technologies.
Media can influence individuals, societies, and culture. It serves as a good
tool to engage citizens into responding to social advocacies and development
issue
13
Assessment: (Post-Test)
Multiple Choice. Circle the letter of the best answer from the given choices.
2. Refers to the communication between two persons, whether they are verbal or
non-verbal.
B. Interpersonal Communication B. Mass Communication
C. Mediated Communication D. Face to Face Communication
4. A media literate person can access, analyse, and respond to a range of media.
B. False B. True C. Maybe D. Neither
7. It’s the term commonly used to refer to communication systems that are configured to
create, produce, and disseminate media texts to mass audiences.
B. Organizational Communication B. Mediated Communication
C. Interpersonal Communication D. Mass Communication
14
Answer Keys
ACTIVITY ANSWER
MEDIA* MEDIA YOU USE**
Twitter
1 Facebook
e-mail/Outlook
Telephone/CP
*Student may add besides the first six. **Answer is subjective. The student must have at least one answer.
Answers are varied. Please refer to the definition of mass communication and
2
interpersonal communication.
POSTER A POSTER B
1. Probable answer: Yes, because she is 1. Probable answer: Yes, because he is
beautiful and sexy/attractive. beautiful and macho/attractive; a cowboy
2. Subjective answer. Must contain the 2. Subjective answer. Must contain the
3 reason why the student was persuaded. reason why the student was persuaded.
3. Smoking is attractive/sexy/attracts the
3. Smoking is for macho men.
opposite sex.
4. Subjective answer; must contain 4. Subjective answer; must contain
reason/s. reason/s.
The number of children a couple must have must be planned by the couple ot give them
a better future.
4 Persuasion technique: Authority, Department of Health (DOH)
Answer is subjective. The student must mention elements in the video, or site current
Philippine situation that proves or disproves his/her answer.
Answers are vary. Student must provide the name of the medium/app/platform and
6
write a brief description about it.
7
8 Answer will vary. Please refer to the definitions. Student must give at least an example.
9 Student must mention translating the language into vernacular, and larger texts.
10 Answers are varied, however, all boxes must be filled.
11 All four examples are FAKE.
12 1. TL 2.TL 3. IL 4. ML
Amos A, Haglund M. “From social taboo to “torch of freedom”: the marketing of cigarettes
to women. Tobacco Control 2000;9:3-8
Arias, Eric. “How Does Media Influence Social Norms? Experimental Evidence on the
Roles of Common Knowledge.” Political Science Research and Methods 7, no. 3 (2019):
561-78
Doi:10.1017/psrm.2018.1.
“Block & White ‘Color Difference.’” No.12 Yellow Brick Road. Published on April 14, 2016.
YouTube video, 00:16
https://youtube.com/watch?v=Wqbw5YvzH_M
“Family Planning TVC 2014.” Department of Health Philippines. Published on June 10,
2014. YouTube video, 00:48
https://youtube.comwatch?v=2pNWpojebjc
Poepsel, Mark. Media, Society, Culture, and You. Southern Illinois University Edwardsville, 2018.
https://press.rebus.community/mscy/
Timeline of the Evolution of Mass Media”. National Institute of Mass Communication &
Journalism, Ahmedabad.
https://nimcj.org/blog-detail/timeline-of-the-evolution-of-mass-meddia.html
UNESCO IITE. Educating for the Media ad the Digital Age. Austria. 1999.
http://www.unesco.org/new/en/communnicatioin-and-information/media-development/media-
literacy/mil-as-composite-concept/
United Media Information Literacy for Teachers.” United Nations Alliance of Civilizations
(UNAOC)—United Nations Educational, Scientific and Cultural Organization (UNESCO).
2020.
http://unesco.mil-for-teachers.unesco.org/modules/module-1/unit-1/
http://unesco.mil-for-teachers.unesco.org/modules/module-1/unit-3/
Zarate, Maria Jovita E. Media and Information Literacy. Manila, Philippines: Rex
Bookstore, 2016.