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Media and
Information Literacy
Quarter 1 – Module 1:
Introduction to Media and Information
Literacy
Media and Information Literacy
Alternative Delivery Mode
Quarter 1 – Module 1: Introduction to Media and Information Literacy
First Edition, 2020

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Published by the Department of Education Schools Division Office Quezon City

Quezon City Local Government
Schools Division Superintendent Jenilyn Rose B. Corpuz
Honorable Mayor Josefina Belmonte Alimurong

Development Team of the Module

Writer: NINA BLANCA N. SALVADORA

Editor: THELMA BALTAZAR
Reviewer: MA. NIMFA R. GABERTAN, RYAN RIC E. MARY
Illustrator: RYAN RIC E. MARY
Layout Artist: RYAN RIC E. MARY
Management Team: JENILYN ROSE B. CORPUZ, CESO VI, SDS
FREDIE V. AVENDAÑO, ASDS
EBENEZER A. BELOY, OIC-CID
HEIDEE F. FERRER, EPS – LRMS
MA. NIMFA R. GABERTAN- EPS, ENGLISH

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E-mail Address: [email protected]
 Media and
Information Literacy
Quarter 1 – Module 1:
Introduction to Media and Information
Literacy
Introductory Message
For the facilitator:

Welcome to the Media and Information Literacy Grade 11/12 Alternative Delivery Mode (ADM)
Module on Introduction to Media and Information Literacy!

This module was collaboratively designed, developed, and reviewed by educators both from
public and private institutions to assist you, the teacher, or facilitator in helping the learners meet
the standards set by the K to 12 Curriculum while overcoming their personal, social, and economic
constraints in schooling.

This learning resource hopes to engage the learners in guided and independent learning activities
at their own pace and time. Furthermore, this also aims to help learners acquire the needed 21st-
century skills while taking into consideration their needs and circumstances.

In addition to the material in the main text, you will also see this box in the body of the module:

Notes to the Teacher

This contains helpful tips or strategies that
will help you in guiding the learners.

As a facilitator, you are expected to orient the learners on how to use this module. You also need
to keep track of the learners' progress while allowing them to manage their learning. Furthermore,
you are expected to encourage and assist the learners as they do the tasks included in the
module.

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For the learner:

Welcome to the Media and Information Literacy 11/12 Alternative Delivery Mode (ADM) Module
on Introduction to Media and Information Literacy!

The hand is one of the most symbolized parts of the human body. It is often used to depict skill,
action, and purpose. Through our hands, we may learn, create and accomplish. Hence, the hand
in this learning resource signifies that you as a learner is capable and empowered to successfully
achieve the relevant competencies and skills at your own pace and time. Your academic success
lies in your own hands!

This module was designed to provide you with fun and meaningful opportunities for guided and
independent learning at your own pace and time. You will be enabled to process the contents of
the learning resource while being an active learner.

This module has the following parts and corresponding icons:

This will give you an idea of the skills or

What I Need to Know competencies you are expected to learn in the
module.
This part includes an activity that aims to check
What I Know what you already know about the lesson to take. If
you get all the answers correct (100%), you may
decide to skip this module.
This is a brief drill or review to help you link the
What’s In current lesson with the previous one.

In this portion, the new lesson will be introduced to

What’s New you in various ways such as a story, a song, a
poem, a problem opener, an activity, or a situation.
This section provides a brief discussion of the
What is It lesson. This aims to help you discover and
understand new concepts and skills.
This comprises activities for independent practice
What’s More to solidify your understanding and skills of the
topic. You may check the answers to the exercises
using the Answer Key at the end of the module.
This includes questions or blank
What I Have Learned sentences/paragraphs to be filled in to process
what you learned from the lesson.
This section provides an activity that will help you
What I Can Do transfer your new knowledge or skill in real-life
situations or concerns.
This is a task which aims to evaluate your level of
Assessment mastery in achieving the learning competency.

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 In this portion, another activity will be given to you
Additional Activities to enrich your knowledge or skill of the lesson
learned. This also tends to the retention of learned
concepts.
This contains answers to all activities in the
Answer Key module.

At the end of this module you will also find:

References This is a list of all sources used in developing this

module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of the module. Use
a separate sheet of paper in answering the exercises.
2. Don’t forget to answer What I Know before moving on to the other activities included in
the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.
If you encounter any difficulty in answering the tasks in this module, do not hesitate to consult
your teacher or facilitator. Always bear in mind that you are not alone.

We hope that through this material, you will experience meaningful learning and gain a deep
understanding of the relevant competencies. You can do it!

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 What I Need to Know

This module was designed and written with you in mind. It is here to help you demonstrate an
understanding of media and information literacy and related concepts. The scope of this
module permits it to be used in many different learning situations. The language used recognizes
the diverse vocabulary level of students. The lessons are arranged to follow the standard
sequence of the course. But the order in which you read them can be changed to correspond with
the textbook you are now using.

The module mainly focuses on how communication is influenced by media and information and
the similarities and differences between and among media literacy, information literacy, and
technology literacy.

After going through this module, you are expected to:

1. Define the key concepts;
2. Identify the elements of the communication process;
3. Explain the process of communication using various communication models;
4. Describe how media and information affect communication;
5. Compare and contrast the similarities and differences between and among media literacy,
information literacy, and technology literacy;
6. Express your ideas and thoughts;
7. Value the importance of media and information in effective communication;

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 What I Know

Let’s find out how much you know about this module. Read the questions and follow the directions
carefully. Remember to answer all items. After taking this short test, your answers will be checked
to find out your score. Take note of the items that you won’t be able to correctly answer and look
for the right answer as you go through this module.

1. It is the ability to identify, understand, interpret, create, communicate, and compute using
printed and written materials associated with varying contexts.
A. Literacy C. Information
B. Media D. Technology
2. This refers to any physical object used to communicate messages.
A. Literacy C. Information
B. Media D. Technology
3. It aims to empower citizens by providing them with the competencies necessary to engage
with traditional media and new technologies.
A. Information Literacy C. Media Literacy
B. Technology Literacy D. Media and Information Literacy
4. A broad term that covers processed data, knowledge derived from study, experience,
instruction, signals, or symbols.
A. Literacy C. Information
B. Media D. Technology
5. It is the ability to recognize when information is needed, and to locate, evaluate, and
effectively communicate information in its various formats.
A. Information Literacy C. Media Literacy
B. Technology Literacy D. Media and Information Literacy
6. The ability of an individual, either working independently or with others, to responsibly,
appropriately, and effectively use technological tools.
A. Information Literacy C. Media Literacy
B. Technology Literacy D. Media and Information Literacy
7. It refers to the essential skills and competencies that allow individuals to engage with
media and other information providers, as well as to develop critical thinking and life-long
learning skills to socialize and become active citizens.
A. Information Literacy C. Media Literacy
B. Technology Literacy D. Media and Information Literacy
8. A type of communication that uses spoken words.
A. Oral Communication C. Formal Communication
B. Non-verbal Communication D. Written Communication
9. It pertains to any information that is passed on through communication.
A. Receiver C. Message
B. Sender D. Feedback
10. It refers to the listener, reader, and viewer of the message.
A. Receiver C. Message
B. Sender D. Feedback

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11. A type of communication that uses written signs and symbols.
A. Oral Communication C. Formal Communication
B. Non-verbal Communication D. Written Communication
12. All are factors affecting the source of the message EXCEPT ___________.
A. Communication Skills C. Knowledge
B. Culture D.Treatment
13. Which of the following is true?
A. Communication is a process of transmitting messages from one or a group of
persons to another.
B. Communication is not needed in transferring information.
C. Communication was not influenced by media and information.
D. None of the above.
14. Which is not an element of communication?
A. Message C. Receiver
B. Channel D. Skills
15. This refers to the origin of the message.
A. Message C. Receiver
B. Channel D. Sender

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 What’s In

Name the following media or information provider.

1. 4.

2. 5.

3.

Process Questions:

1. Which media provider do you spend most of your time? Why?

______________________________________________________________________
______________________________________________________________________
_____________________________________________________________
2. What roles do media and information providers play in your life?
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

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 What’s New

You are a 21st-century learner who was born in a digital world. Imagine yourself waking up without
books, newspapers, magazines, and libraries. TV channels, radio stations, the internet, and cell
phones were also not available.
Answer the following questions:
1. How would you be informed of anything now?
________________________________________________________________
________________________________________________________________
__________________________________________________________
2. What ways would you have to communicate with one another?
________________________________________________________________
________________________________________________________________
__________________________________________________________
3. How would you share the information such as news and events?
________________________________________________________________
________________________________________________________________
__________________________________________________________
4. What would happen with the decisions you make?
________________________________________________________________
________________________________________________________________
__________________________________________________________
5. How would it affect the way you live?
________________________________________________________________
________________________________________________________________
__________________________________________________________

What is It

Communication is defined as the act or process of using words, sounds, signs, or behaviors to
express your ideas, thoughts, and feelings among others to someone else. It is the exchange of
information and the expression of feeling that can result in understanding. In other words,
communication refers to the process of transmitting messages or ideas from one person or group
of persons to another. It may be a face-to-face conversation between two people or a large
number of people called the audience using various media.
Types of Communication
A. According to channels used:
1. Verbal Communication refers to the form of communication in which a message is
transmitted verbally. The communication is done by word of mouth and a piece of
writing. Spoken words are used which include face-to-face conversations, speech,

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 telephone conversation, video, radio, television, voice-over the internet. Likewise,
written symbols are used to communicate. A written message may be printed or
handwritten that can be transmitted via email, letter, report, memo, etc.
2. Non-verbal Communication is the sending or receiving of wordless messages. The
communication is done by gestures, body language, and posture, tone of voice, or
facial expression. It is all about the body language of the speaker.
B. According to Purpose and Style
1. Formal Communication takes place in professional settings. This type of
communication is practiced in corporate meetings, conferences, academic seminars,
political sessions, and judicial proceedings.
2. Informal Communication is the most commonly used form of communication. It takes
place in the daily interaction with and between friends, family, classmates, and anyone
who wishes to speak with another.

Process Questions:
What is communication?
Why do you communicate?
How do you communicate?

The Communication Process

Communication is described as a process because sender-decoder needs other elements to be
able to complete the method. To achieve effective communication, you must be familiarized and
understood the different elements and their roles in the communication process. The elements
are the following:
1. The sender (speaker) is also known as the source or origin of information or message. He
is in charge of the encoding process of the communication. He is the one who conveys
the message. The goal of the sender is to ensure that his/her intended message is the
message that is communicated.
2. Message pertains to any information, ideas, and feelings that are passed on through
communication. This is whatever the sender communicates to the receiver, or the
information received by the receiver from the sender.
3. Channel refers to the medium or means on how the message is transmitted or being
transmitted. The primary channel is the use of five sense organs. Moreover, television,
radio, records, newspapers, and magazines are examples of media channels.
4. The receiver is known as the listener. He is in charge of the decoding process of
communication and he who listens. Decoding is the process where the listener or receiver
processes the message of the source and then responds accordingly.
5. Noise is known as the interference that keeps the message from being understood or
accurately interpreted. The interference can be internal or external between the sender
and the receiver.
6. Situation or Setting is the time and place in which communication occurs. Communication
adapts to the setting.
7. Feedback is the receiver’s message that he/she sends to the source in response to the
sender’s message. It can be in the form of a verbal or non-verbal response.

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The process can be simplified through communication models.
1. Lasswell’s Communication Model. This model describes who is saying something, which
channel is used to convey the messages, who the message is aimed at, and what effect
the message has. It describes verbal communication and consists of five elements. Who
says What, in Which channel, to Whom, with What effect? This model is also called a
‘linear model of communication’, ‘uni-directional process’ or ‘action model, because it
describes a one-way process within communication.

2. Shannon and Weaver Model of Communication. This has been called the “mother of all
models.” This model was designed to develop effective communication between the
sender and receiver. Also, a factor affecting the communication process is called “Noise.”
It deals with various concepts like information source (sender), transmitter, noise, channel,
message, receiver (listener), channel, information destination, encode and decode.

3. Osgood-Schramm Model of Communication. This model is a circular experience rather

than a linear experience that involves a sender, who encodes a message, and a recipient,
who decodes it. The sender and the receiver hold both roles in the model.

4. Westley and MacLean Model of Communication. This model can be applied in two
contexts: interpersonal and mass communication, the point of difference being the

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 feedback. Feedback is direct and fast in interpersonal communication and indirect and
slow in mass communication. The model also differentiates the message as purposive
and non-purposive.

5. Berlo’s SMCR Model of Communication. This model focuses on encoding and decoding
which happens before the sender sends the message and before the receiver receives
the message respectively. Likewise, it has mainly, four components to describe the
communication process. They are the sender, message, channel, and receiver. Each of
the components is affected by many factors.

Process Questions:
What is communication process?
What are the important elements
of communication?
How do you achieve an effective
communication with other people??
What do the different models
imply about communication?
How is communication affected
by media and information?

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 What’s More

In studying the media and information literacy, the following should be clearly defined: Read
aloud independently or assigned the following:
▪ Literacy. The ability to identify, understand, interpret, create, communicate and compute,
using printed and written materials associated with varying contexts. Literacy involves a
continuum of learning, wherein individuals can achieve their goals, develop their knowledge
and potential, and participate fully in their community and wider society.
▪ Media. The physical objects used to communicate with, or the mass communication
through physical objects such as radio, television, computers, film, etc. It also refers to any
physical object used to communicate messages.
▪ Media Literacy. The ability to access, analyze, evaluate, and create media in a variety of
forms. It aims to empower citizens by providing them with the competencies (knowledge and
skills) necessary to engage with traditional media and new technologies.
▪ Information. A broad term that covers processed data, knowledge derived from study,
experience, instruction, signals, or symbols.
▪ Information Literacy. The ability to recognize when information is needed, and to locate,
evaluate, and effectively communicate information in its various formats.
▪ Technology Literacy. The ability of an individual, either working independently or with
others, to responsibly, appropriately, and effectively use technological tools. Using these
tools an individual can access, manage, integrate, evaluate, create, and communicate
information.
▪ Media and Information Literacy. The essential skills and competencies that allow
individuals to engage with media and other information providers effectively, as well as
develop critical thinking skills and life-long learning skills to socialize and become active
citizens.

LET’s DO THIS!
Using the Venn diagram, write the similarities and differences between and
among media literacy, information literacy, and technology literacy.

Media Literacy Information Literacy

Technology Literacy

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 What I Have Learned

Communication is the process of transmitting the messages or information. It can either

be verbal communication which uses spoken words and non-verbal communication which
uses body expressions and gestures among others. To complete the process of communication,
the following elements namely sender, message, channel, receiver, noise, situation, and
feedback should be present. The process of communication can be simplified using the models
namely Lasswell’s Communication Model, Shannon and Weaver Model of Communication,
Osgood-Schramm Model of Communication, Westley and MacLean Model of
Communication, and Berlo’s SMCR Model of Communication.
Media Literacy refers to the ability to access, analyze, evaluate, and create media in a
variety of forms.
Information Literacy refers to the ability to recognize when information is needed, and to
locate, evaluate, and effectively communicate information in its various formats.
Technology Literacy refers to the ability of an individual, either working independently or
with others, to responsibly, appropriately, and effectively use technological tools.

What I Can Do

A. Study the news below and answer the questions that follow.

1. Who is the sender? __________________________

2. What is the message? __________________________
3. Who is the receiver? __________________________
4. What channel is used to communicate? __________________________

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 B. Discuss the role of media and information ineffective communication in the following:
1. The spread of global pandemic (Covid19)
2. The teaching and learning process of teachers and students
3. The demonstration of napkin folding

Assessment

Let’s find out how much you have learned in this module. Choose the letter that you think best
answers the question. Remember to answer all items. After taking this short test, your answers
will be checked to find out your score.

1. It is known as the origin of the message.

A. Message C. Sender
B. Receiver D. Noise
2. It refers to the process of transmitting ideas and feelings from one person to another.
A. Literacy C. Information
B. Communication D. Media
3. These are the tools that are used to communicate. Examples of these are televisions, cell
phones, and radios among others.
A. Literacy C. Information
B. Communication D. Media
4. These are essential skills and competencies of media and information which aim to
develop students’ critical thinking and life-long learning skills.
A. Information Literacy C. Media and Information Literacy
B. Media Literacy D. Information Literacy
5. This refers to the ability to read, analyze, evaluate, and produce communication in a
variety of media forms.
A. Information Literacy C. Media and Information Literacy
B. Media Literacy D. Information Literacy
6. This refers to the ability to use digital technology, communication tools or networks to
locate, evaluate, use, and create information.
A. Information Literacy C. Media and Information Literacy
B. Media Literacy D. Information Literacy
7. This refers to the ability to recognize when information is needed and to locate, evaluate,
effectively use and communicate information in various formats.
A. Information Literacy C.Media and Information Literacy
B. Media Literacy D. Information Literacy
8. It can either be internal or external interference in the communication process between
the sender and the receiver.
A. Message C. Sender
B. Receiver D. Noise
9. It is the response of the receiver.
A. Feedback C. Setting
B. Channel D. Communication
10. A type of communication that uses spoken words.
A. Informal C. Verbal
B. Formal D. Non-verbal
11. A type of communication that uses gestures.
A. Informal C. Verbal

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 B. Formal D. Non-verbal
12. It refers to the knowledge obtained from investigation, study, or instruction.
A. Media C. Literacy
B. Information D. Technology
13. This model of communication emphasizes that noise is a factor affecting the
communication process.
A. Westley and MacLean Model of Communication
B. Berlo’s SMCR Model of Communication
C. Lasswell’s Communication Model
D. Shannon and Weaver Model of Communication
14. This model of communication describes Who says What, in Which channel, to Whom,
and with What effect?
A. Westley and MacLean Model of Communication
B. Berlo’s SMCR Model of Communication
C. Lasswell’s Communication Model
D. Shannon and Weaver Model of Communication
15. This model focuses on encoding and decoding which happens before the sender sends
the message and before the receiver receives the message respectively.
A. Westley and MacLean Model of Communication
B. Berlo’s SMCR Model of Communication
C. Lasswell’s Communication Model
D. Shannon and Weaver Model of Communication

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 Additional Activities

C. Make a list of media that are present in the daily lives of students and teachers today.
What are the key roles and functions that each of these media perform?
1. ____________ __________________________________________________
2. ____________ __________________________________________________
3. ____________ __________________________________________________
4. ____________ __________________________________________________
5. ____________ __________________________________________________

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 14
What I Know What's In Assessment
A Facebook C
B Radio B
C Books D
C YouTube C
A Television B
B D
D D
A D
C A
A C
D D
D B
A D
D C
D B
Answer Key
References
Scribd. “Introduction to Media and Information Literacy.” Accessed June 26, 2020
https://www.scribd.com/document/412527989/Introduction-to-Media-and-Information-
Literacy

Slideshare. “Introduction to Media and Information Literacy.” Accessed June 26, 2020
https://www.slideshare.net/arnielping/formative-assessments-63667959Tools
herend Information Literacy Curriculum Guide by DepEd

Wilson, Carolyn, Grizzle, Alton, Tuazon, Ramon, Akyempong, Kwame, and Cheung, Chi-Kim.
2011. Media and Information Literacy Curriculum for Teachers. France. United Nations
Educational Scientific and Cultural Organization.

Communication Theory. Org. “Osgood-Schramm Model of Communication”.

Communication Theories. Accessed June 25, 2020
https://www.communicationtheory.org/osgood-schramm-model-of-communication/

Communication Libraries. WordPress. “Lasswell Model of Communication.” Accessed June 25,

2020,https://communicationinlibraries.wordpress.com/2013/12/06/lasswells-
communication-theory/

Toolshero. “Lasswell Communication Model.” Accessed June 25, 2020

https://www.toolshero.com/communication-skills/lasswell-communication-model/

Communication Libraries. WordPress. “Shannon and Weaver Model of Communication.”

https://www.communicationtheory.org/shannon-and-weaver-model-of-communication/

Business topic. “Westley and Maclean Model of Communication” Accessed June 25, 2020
https://www.businesstopia.net/communication/westley-and-maclean-model-
communication

Communication Theory. Org. “Berlo SMCR Model of Communication”. Communication Theories.

Accessed June 25, 2020
https://www.communicationtheory.org/berlos-smcr-model-of-communication/

Department of Health, 2020. Accessed June 26, 2020

https://www.doh.gov.ph/press-release/CONVENIENCE-GAS-RETAIL-GIANTS-
PROMOTE-ADOPTION-OF-SAFETY-MEASURES

Wikimedia Commons. Accessed June 25, 2020

https://commons.wikimedia.org/wiki/File:Facebook_icon_2013.svg

Wikimedia Commons. Accessed June 25, 2020

https://commons.wikimedia.org/wiki/File:YouTube_Ruby_Play_Button_2.svg

Pexels. Accessed June 25, 2020

https://www.pexels.com/photo/pile-of-books-159866/

Wikimedia Commons. Accessed June 25, 2020

https://commons.wikimedia.org/wiki/File:Radio.jpg

Flickr. Accessed June 25, 2020

https://www.flickr.com/photos/dailyinvention/497294952

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For inquiries or feedback, please write or call:

Schools Division Office-Quezon City

Email Address: [email protected]

Telephone No.8352-6806/6809; Telefax-3456-0343.