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 INTRODUCTION TO MEDIA INFORMATION LITERACY
MEDIA INFORMATION LITERACY INCLUDES INFORMATION AND CO
01 MMUNICATION LITERACY AND DIGITAL LITERACY.

COMMUNICATION
02 THE EXCHANGE OF INFORMATION AND THE EXPRESSION OF
FEELING THAT CAN RESULT IN UNDERSTANDING.

PROCESS OF COMMUNICATION

03 TRANSMISSION MODEL

HOW COMMUNICATION IS AFFECTED BY MEDIA

04 MEDIA & INFORMATION
DEFINITIONS

PURPOSE
The Course introduces the learners to basic understa
nding of media and information as channels of com
munication and tools for the development of individu
als and societies. It also aims to develop students to
be Creative and Critical Thinkers as well as Responsibl
e Users and Competent Producers of Media and Infor
mation..
The purpose of being information and media literate is to engage
in a digital society; one needs to be able to understand, inquire,
create, communicate and think critically. It is important to effectiv
ely access, organize, analyze, evaluate, and create messages in
a form of forms.
 FORMATIVE ASSESSMENT: RECITATION

WHAT IS COMMUNICATION?

is the act of conveying meanings from one entity or group

to another thriugh the use of mutually understood signs,
symbols and semiotic rules.

WHY DO WE COMMUNICATE?
We communicate for a variety of reasons. We use communica
tion to share information, comment, ask questions, express w
ants and needs, develop social relationships, social etiquette,
etc.
HOW DO WE COMMUNICATE?

We communicate for a variety of reasons. We use commu

nication to share information, comment, ask questions, ex
press wants and needs, develop social relationships, social
etiquette etc.
 The act or process of using words,
sounds, signs, or behaviors to
express or exchange information to
express your i deas, t houghts ,
feelings, etc., to someone else.
COMMUNICATION
The exchange of information and the
expression of feeling that can result
in understanding.
NON- VERBAL VERBAL
• Signs
• Symbols • Oral
• Colors • Written
• Gestures
• Body Language
• Facial Expression
Is the non linguistic transmission of information through visual,
au d ito r y, t ac til e an d kin e s thetic ( phy s ic a) c han n els .

It includes the use of visual cues, such as body language, dis

tance and physical environments/appearance, of voice and of
touch.

It can also include the use of time, and eye contact and the a
ctions of looking while talking and listening, frequency of glan
ces, patterns of fixation, pupil dilation, and blink rate.
Non-Verbal communication represents two-thirds of all com
munications.

It can strengthen a first Impression in common situation like

attracting a partner or in a business interview

“Non-Verbal behaviours may form a universal language system”

Smiling, crying, pointing, caressing, and glaring are non-verbal behaviours

that are used and understood by people regardless of nationality.

Such non-verbal signs allows the most basic form of communication when
verbal communication is not effective due to language barriers.
Steps we take in order to achieve a successful communication
.
 LASWELL'S COMMUNICATION MODEL (1948)

IN WHICH WHITH WHAT

SAYS WHAT TO WHOM
WHO CHANNEL EFFECT
MESSAGE RECEIVER
COMMUNICATOR MEDIUM EFFECT
 SHANNON-WEAVER'S COMMUNICATION MODEL (1948)

SENDER ENCODER CHANNEL DECODER RECEIVER

NOISE

FEEDBACK
• Why is communication a pr
ocess?

• How can we achieve an eff

ective communication with ot
her people?

1. Establish and maintain eye contact.

2. Try to send a clear message.
3. Be receptive to what other say
4. Wait for the other person to finish.
MEDIA INFORMATION
• data, knowlodge derved fro
m study, experience, or instruc
• COMMUNICATION TOOLS tion, signals or symbols.

• knowledge of specific event

s or situations.
• How do you use Facebook as a
tool or medium for communicati
on?

• how did Facebook affect or ch

ange the way we communicate
with other people?
• How did Facebook affect the
quatity and quality of informatio
n available to people? Is it a go
od thing or bad thing?
“The speed of communications is wondrous to beh
old. It is also true that speed can multiply the distr
ibution of information that we know to be untrue.”
MEDIA LITERACY The ability to read, analyze, evaluate and produce
communcation in a variety of media forms.

The ability to recognize when information is needed

INFORMATION and to locate, evaluate, effectively use and commu-
LITERACY nicate information in its various forms.

The ability to use digital technology, communication

TECHNOLOGY tools or networks to locate, evaluate, use and create
(DIGITAL) LITERACY information.
1. What are the basic components of Media and Information Literacy?

2. What is Media Literacy? Information Literacy? Digital Lirteracy?

3. How are these literacies connected or related to each other?

MEDIA INFORMATION LITERACY INCLUDES INFORMATION AND COMMUNICATIO
N LITERACY AND DIGITAL LITERACY. IT IS DEFINED AS A SET OF COMPETENCIES T
HAT EMPOWERS CITIZENS TO ACCESS, RETRIEVE, UNDERSTAND, EVALUATE AND
USE, CREATE, AS WELL AS SHARE INFORMATION AND MEDIA CONTENT IN ALL F
ORMATS, USING VARIOUS TOOLS, IN A CRITICAL, ETHICAL AND EFFECTIVE WAY, I
N ORDER TO PARTICIPATE AND ENGAG I PERSONAL, PROFESSIONAL AND SOCIET
AL ISSUES.
Traditional Media vs. New Media

Technological Determinism vs. Cultural Determinism

Normative Theories of the Press

 TRADITIONAL Media
• Media experience is limited
• One-Directional
• Sense receptors used are very
specific
(i.e. print-media - sense of sight
radion- sense of hearing
Tv and Film - sight and hearing
NEW Media
• Media experience is mor
e interactive
• Audiences are more invo
lved and can send feedb
ack simultaneously.
• Integrates all the aspects
of old media.
 NORMATIVE THEORIES OF THE PRESS

AUTHORITATRIAN

The theories if justified by saying that state is greater than individual rights where st
ate controls the media, especially in the time of emergencies like wars and conflicts.

SOVIET MEDIA
The government undertake or controls the total media and communication to serve
working classes and their interests.

LIBERTARIAN
Libertarian or Free Press Theory is one of the Normative Theories of mass communi
cation where media or press is given absolute freedom to publish anything at any ti
me and acts as a watchdog.

 The theory believes in freedom of thought and indivlism. There is no control of a

uthority and everybody has the right to voice their opinion. There is also no cens
orship and government must not hold any power to control and supress media.
 Cont.

SOCIAL RESPONSIBILITIES

 The press belongs to the public and in a capitalist society.

 Social Responsibility Theory asumes that the press should adhere to codes of con

ducts and should not feel pressured by big businesses and investors.

 The press has a asocial responsibility to serve public without any outside interfere

nce.
 FORMATIVE ASSESSMENT: RECITATION

HOW WILL YOU DESCRIBE MEDIA IN THE PHILIPPINES USING

THE NORMATIVE THEORIES OF THE PRESS?
Functions of Communication and Media
Current Issues in Philippine Media
1. Media Killings
2. Bias Media Coverage

Performance Task
 Functions of Communication and Media

1. MONITORING FUNCTION
 Inform Citizen of What is Happening.

2. MEANING AND SIGNIFICANCE OF FACTS

 Educate The Audience

3. PUBLIC OPINION AND EXPRESSION OF DISSENT.

 Provide a platform for public discourse

4. “WATCHDOG” ROLE OF JOURNALISM

5. CHANNEL FOR ADVOCACY FOR POLITICAL VIEWPOINTS
ANALYZING INFOGRAPHICS
 ASSIGNMENT: POLITICAL CARTOONS

INSTRUCTIONS:

1. Draw on a short bondpaper a political carton depic

cting your opinion about how Philippine media perfor
ms its roles and functions in the Philippines with is a
democratic country,

2. Explain the message of your political cartoon in not

less than 3 sentences.
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