Senior High School

Media and
Information Literacy
Module 5
Media and Information, Then and Now

Department of Education • Republic of the Philippines

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Media and Information Literacy – Grade 12 Alternative Delivery Mode Quarter 1 –
Module : Media and Information, Then and Now First Edition, 2020

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 Lesson 5 Types of Media
Modern media comes in many different formats, including print media (books,
magazines, newspapers), television, movies, video games, music, cell phones, various kinds
of software, and the Internet. Each type of media involves both contents, and also a device or
object through which that content is delivered.
By which, it has also an important accountability mechanism: it raises important issues,
corruption for example, that might otherwise never be publicly debated or addressed. The
media also has an important role in stimulating governments to act on social policy, can also
expose problems that need to be addressed, for example poor living conditions or lack of
access to services and so on. Thus, it takes to the idea of how media is now used and by what
degree of confidence does the content is credible in different media formats. With this, the
lesson will give you the direction on the different type of media and the how an individual is
portrayed in a public using variety of media formats.

What I Need to Know

Learning objectives
In this lesson, you will:
• identify the different types of media
• Classify contents of different media types. MIL11/12TYM-IIId-10 (Activity
5.1);
• Define media convergence through current examples. MIL11/12TYM-IIId11
(Activity 5.3);
• Discuss to class on how a particular individual is portrayed in public using
different type of media. MIL11/12TYM-IIId-12 (Activity 5.5);

What I Know
Pretest
Direction: In a separate sheet of paper, write “Like” if the statement is TRUE
and “Sad” if not.
1. Harry Potter Complete Series Boxed Set Collection is a print media.
2. Don’t Let Me Down by The Chainsmokers in Spotify is a broadcast media.
3. Broadcast media requires internet connection as medium of transmission to reach
the target audiences.
4. Print media are media consisting of paper and ink, reproduced in a printing process
that is traditionally mechanical. For instance, Manila Times, Sunstar, Bandera and
many others.
5. Media personality can have power to direct or challenge society.
6. Media content producers should follow a code of ethics that prohibits the use of
abusive or discriminatory material based on race, ethnicity, age, gender, physical
ability or marital status.

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 7. Digital media make people create new kinds of media forms, like mash-ups.
8. One of the consequences of convergence is that types of media such as radio or
film are losing their meanings as distinct, separate media types that are defined by
their technologies.
9. In the future, Internet magazines will expand publications' readerships.
10. The second information communications revolution began with the invention of
paper.

What is It
Discussion
TYPE OF MEDIA

Media simply refers to a vehicle or means of message delivery system to carry an ad

message to a targeted audience. Media like TV, Radio, Print, Outdoor and Internet are
instruments to convey an advertising message to the public.
The main task of media planners is to select the most appropriate media channels that
can effectively communicate the advertising message to a targeted audience. Hence, it is
essential for media planners to:
✓ Keep up with latest media trends
✓ Keep up with New technological developments
✓ Determine long and short term effects of different media
✓ Analyse Strengths and Weaknesses of different media
Each type of media involves both content, and also a device or object through which that
content is delivered. By which these are different types of media
1. Print Media - media consisting of paper and ink, reproduced in a printing process
that is traditionally mechanical. It is used to describe the traditional or
"oldfashioned" print-based media that today's parents grew up with, including
newspapers, magazines, books, and comics or graphic novels
2. Broadcast Media - media such as radio and television that reach target audiences
using airwaves as the transmission medium.
3. Film/Movies. These are the oldest form of motion picture technology capable of
capturing lifelike video-style images. Originally, movies could only be consumed at
a neighborhood movie theater, but these days movies are widely available for
people to consume in their homes, on their computers, and even in through their
telephones. Commercial movies are broadcast on television, and via cable and
satellite services which may feature High Definition (HD) video resolution and
sound, essentially allowing the movie theater experience to be replicated in a home
theater environment
4. New Media - content organized and distributed on digital platforms such as the
Internet. It refers to “those digital media that are interactive, incorporate two-way
communication and involve some form of computing,” Robert Logan writes in his
book Understanding New Media. New media is “very easily processed, stored,
transformed, retrieved, hyperlinked and, perhaps most radical of all, easily
searched for and accessed.”

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 What is It
Discussion

MEDIA CONVERGENCES
Media convergence is the merging of mass communication outlets – print, television,
radio, the Internet along with portable and interactive technologies through various digital
media platforms.
Media convergence is the blending of multiple media forms into one platform for
purposes of delivering a dynamic experience.

Technologically rich societies have entered the digital age, and media industries are
grappling with new opportunities – and threats – afforded by what is called “convergence”.
Media people tend to get very excited about convergence, because it holds so much promise.
The melding together of different media, incorporating new personalized services is both
impressive and overwhelming.

For much of modern history, the different types of media — books, newspapers, radio,
television, cinema — were distinct technologies. They also existed in separate industries.
Digitization, computer networking and the rise of the Internet, however, have resulted in the
breaking down of these silos. This has led to the integration of all media. It enables the
immediate and global exchange of every kind of content.

Our experience with convergence to date has also revealed some drawbacks. Not
everyone has ready and affordable access to digital media, or the skills to employ them. A
connection to computer networks (and the literacy required to navigate them) is increasingly
vital. It creates a digital divide between haves and have-nots. Also, the tracking capacity of
computer programs has resulted in increased surveillance. This has prompted concerns about
personal privacy and security.
But media convergence isn't only an end result like a smartphone, but also a process
in how we create, consume, and distribute media. Think for a minute about how you found out
about the latest big event in the news. Were you watching television? Reading a newspaper?
Probably not. Most likely you were informed thanks to convergence, perhaps reading it on a
social media feed on your smartphone as you commuted to work.
Media convergence has even changed the way we receive data. Instead of getting a
news report from TV, we're getting that same report from a television station by way of the
internet and social media, in particular. For people who work in media, convergence has
changed the way they do their jobs. Instead of reporters simply writing a story to appear in
tomorrow's newspaper, they're filming short video clips and tweeting about it, too—a smashup
of different digital technologies.

Communication and technology are just two of the areas where convergence has been
impactful.

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 What is It
Discussion

MASS MEDIA AND MEDIA EFFECTS

The flow of information has completely changed bringing an overhaul to the overall media
sector. Basically, when a person is portrayed in public more people are likely to access the
information online.
In this age of media convergence, there has been an increase in the number of blogs
that give information unlike in the past where one could only access information from very
limited sources, mainly “the print media”. There is no restriction on who can write a blog with
platforms like word press offering even a free version of their blogs. More to that, there has
been an increase of video blogs that give information and news within a click of a button from
your computer. Some of the platforms include YouTube where uploading a video is completely
free. Basically, more people will access a person portrayed in public via digitized system as
compared to the old types of media.

MASS MEDIA
It is known as being one of the most significant forces in modern culture. It refers to
channels of communication that involve transmitting information in some way, shape or form
to large numbers of people. Further, it is a communication—whether written, broadcast, or
spoken—that reaches a large audience. This includes television, radio, advertising, movies,
the Internet, newspapers, magazines, and so forth.

Sociologists refer to this as a mediated culture where media reflects and creates the
culture. Communities and individuals are bombarded constantly with messages from a
multitude of sources including TV, billboards, and magazines, to name a few. These messages
promote not only products, but moods, attitudes, and a sense of what is and is not important.
Mass media makes possible the concept of celebrity: without the ability of movies, magazines,
and news media to reach across thousands of miles, people could not become famous. In fact,
only political and business leaders, as well as the few notorious outlaws, were famous in the
past. Only in recent times have actors, singers, and other social elites become celebrities or
“stars.”

MEDIA EFFECTS

These are the intended or unintended consequences of what the mass media does (Denis
McQuail, 2010). Further, it is typically defined as social or psychological responses occurring
in individuals, dyads, small groups, organizations, or communities as a result of exposure to
or processing of or otherwise acting on media messages. The changes caused by media can
take place on several dimensions. The effects can be intended by the message source or
unintended. The consequences can include not only changes, but also preservation of the
status quo. If a certain social situation perpetuates because of media this is also considered
a media effect. In addition, media effects can be both short-term and long-term.

These are the new theories moved away from the notion that exposure to media can
immediately and directly affect people’s attitudes and behaviors.

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1. Third – party Theory.
People think they are more immune to media influence than others.

2. Reciprocal Effect
When a person or event gets media attention, it influences the way the person acts or
the way the event functions. Media coverage often increases self-consciousness,
which affects our actions.

3. Boomerang Effect
It refers to media-induced change that is counter to the desired change.
Communicative messages are often constructed strategically. In many cases, the
creators of such messages strive to curtail specific anti-social or unhealthy attitudes
and behaviors held by the target audience. However, these messages are not always
successful in achieving the intended effect. Messages with a specific intent can
backfire and cause an increase in the unhealthy or anti-social attitude or behavior
targeted for change.

4. Cultivation Theory (George Gerbner) It

states that media exposure, specifically to
television, shapes our social reality by giving
us a distorted view on the amount of violence
and risk in the world. The theory suggests
that television and media possess a small
but significant influence on the attitudes
and beliefs of society about society. Those
who absorb more media are those we are
more influenced.
In a nutshell, heavy viewing of television and the associated
violence leads the viewer to believe that the world is a much more
dangerous place than it actually is, with a serial killer, rapist, or
pedophile lurking around every corner.

5. Agenda-setting Theory (Lippmann/

McCombs and Shaw) It process whereby the mass media determine what we think
and worry about. Further, public reacts not to actual events but to the pictures in our head,
created by media. Also, agenda setting is very important in the political aspect because the
public agenda influences the policy agenda which means that candidates will try to focus
on issues that the public wants to hear about. In conclusion the agenda setting theory has
many beneficial uses in our society and it is part of our communication.

6. Propaganda Model of Media Control (Herman & Chomsky )

The model tries to understand how the population is manipulated, and how the
social, economic, political attitudes are fashioned in the minds of people through
propaganda.

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 What I Can Do
Application

For this week, Make a short description of person portrayed in public by

different types of media given below.

Assessment
Posttest

Direction: In a separate sheet of paper, write “TRUE” if the statement is TRUE

and “FALSE” if not.

1. Harry Potter Complete Series Boxed Set Collection is a print media.

2. Don’t Let Me Down by The Chainsmokers in Spotify is a broadcast media.
3. Broadcast media requires internet connection as medium of transmission to reach
the target audiences.
4. Print media are media consisting of paper and ink, reproduced in a printing process
that is traditionally mechanical. For instance, Manila Times, Sunstar, Bandera and
many others.
5. Media personality can have power to direct or challenge society.
6. Media content producers should follow a code of ethics that prohibits the use of
abusive or discriminatory material based on race, ethnicity, age, gender, physical
ability or marital status.
7. Digital media make people create new kinds of media forms, like mash-ups.
8. One of the consequences of convergence is that types of media such as radio or
film are losing their meanings as distinct, separate media types that are defined by
their technologies.
9. In the future, Internet magazines will expand publications' readerships.
10. The second information communications revolution began with the invention of
paper.

Great work ! You are done with Lesson 5.

Have a break! You deserve one 😊
Then let’s take off to Lesson 6! So, read on

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 Lesson
Media and Information
6 Sources
Citizens require new competencies (knowledge, skills and attitudes) in order to
participate in and contribute to society. An understanding of these terms is necessary before
engaging and must first of all begin with a clear comprehension of the concept of information.
By that, getting credible and reliable from a reputable source takes a lot of considerations. This
lesson will give us the idea of how important is indigenous media and other sources of
information and the skills on evaluating information.

What I Need to Know

By the end of this lesson, you will be able to:
1. Identify the different sources of information
2. Compare potential sources of media and information. MIL11/12MIM-
IIIe-13.
3. Determine the accuracy, reliability and value of information by
questioning the source of data, limitations of the information gathering
tools or strategies, and the rationale of the conclusions.
4. Interview an elder from the community regarding indigenous media and
information resource. MIL11/12MIM-IIIf-14

What I Know
Pretest
Let’s see how much you know before we tackle the lesson. Below is a True
or False test. Write T in the space provided if the statement is true, otherwise F if not.

1. Indigenous media and information are highly credible because they are near the
source and are seldom circulated for profit.
2. Ignoring indigenous media and information can result in development and education
programs that are irrelevant and ineffective.
3. Oral instruction, Records - may be written, carved, or oral , Gatherings and social
organizations and Direct observation are few forms of indigenous media
4. Indigenous Knowledge is unique to a given culture or society.
5. Library exist because of the birth of printing press.

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 What is It
Discussion

SOURCES OF MEDIA AND INFORMATION

Information can come from virtually anywhere — media, blogs, personal

experiences, books, journal and magazine articles, expert opinions, encyclopedias,
and web pages — and the type of information you need will change depending on the
question you are trying to answer.
But, what was the basis for your choice of information source?
A. Indigenous Knowledge* (IK) is an unconventional source of information. It is
also known as local knowledge. According to Warren (1991), it is the knowledge that
is unique to a given culture or society. It may contrast with the international knowledge
system generated by universities, research institutions and private firms.

Examples for IK: Muyongs : Ifugao’s traditional land-use zoning system.

This knowledge is then be transfer through Indigenous Media(IM).
IM is owned, controlled and managed by indigenous peoples in order for them to
develop and produce culturally appropriate information in the languages understood
by the community by utilizing indigenous materials and resources, reflecting
community needs and interests, visions and aspirations, and independent from vested
interest groups (Indigenous Media, Freedom of Expression and Right to Information:
ASEAN Scenario, 2014).

Indigenous Media’s characteristics are as follows:

✓ oral tradition of communication
✓ store information in memories
✓ information exchange is face to- face
✓ information are contain within the border of the community
B. Library*. It is a place in which literary, musical, artistic, or reference materials
(such as books, manuscripts, recordings, or films) are kept for use but not for sale. It
was existed because of the birth of the printing press. And expected to select and
provide content that area easy to access. Its main role is to organize and provide you
access information. And labelled as “steward of good information”. No longer static of
limited to purely collecting physical materials for archiving, but has extended to
acquiring new modes of providing information such as the use of digital sources and
facilities that utilize media.
Types of Library
1. ACADEMIC LIBRARY . It serves colleges and universities.
2. PUBLIC LIBRARY. It serves cities and towns of all types.

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 3. SCHOOL LIBRARY. It serves students from Kindergarten to Grade 12.
4. SPECIAL LIBRARY- These are in specialized environments, such as hospitals,
corporations, museums, the military, private business, and the government.

C. Internet*. It is a global computer network providing a variety of information and

communication facilities, consisting of interconnected networks using standardized
communication protocols.

Unlike similar information found in newspapers or television broadcasts, information

available on the Internet is not regulated for quality or accuracy; therefore, it is
particularly important for the individual Internet user to evaluate the resource or
information. Keep in mind that almost anyone can publish anything they wish on the
Web. It is often difficult to determine authorship of Web sources, and even if the author
is listed, he or she may not always represent him or herself honestly, or he or she may
represent opinions as fact.

How will you evaluate the information found in the internet?

1. Authorship . It is critical to relate the ideas you find at a site to a particular author,
organization, or business. In this way, there is a degree of accountability for any of
the ideas expressed. Be especially wary of sites in which the author or sponsoring
organization is not clearly stated.
2. Publishing body. Anyone with an Internet Service Provider (AT&T, UP.net, NMU,
etc.) can put up a Web page. As a result, you need to have some idea

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 whether the group claiming responsibility for the information on the Web site is
legitimate.
3. Accuracy and Verifiability. A source of information is known to be scholarly
when it provides references to the information presented. In this way, the
reader can confirm whether the information is accurate or the author's
conclusions reasonable. A page without references still may be useful as an
example of the ideas of an individual, organization, or business, but not as
source of factual information.
4. Currency . Some information is very time sensitive. For example, a page
talking about the top rate Web search engines in 1997 is going to be horribly
out of date in 2000. There have been incredible changes in search engine
technology and new developments appear almost monthly. However, a page
discussing the Civil War is likely still relevant today even if the page was
created in 1996 and has not been updated. Regardless, a site should always
provide some indication of when the information was created or the site was
last updated.

Other alternative forms of communication and distribution have become popular.

These include social media, blogs, and flash mob performances. These alternative
forms provide greater freedom and power to ordinary individuals and are a quicker
way of distributing information. The downside is that a lot of the information being
passed around is biased and inaccurate.

What’s New
Activity 6.2 Evaluating Information

What you will do

Read and understand the given news below and answer the follow up
questions.
This is a news article from CNN Philippine website. Retrieved from
https://www.cnnphilippines.com/news/2020/4/6/arrests-over-coronavirus-fake-
news.html

Fill out the following table on the next page.

Your answer
Selection Criteria Questions to ponder
1. Which of these details can be
verified in other sources?
Reliability 2. Could these details be true?
Why or why not?

3. Which of these facts are

measurable?
Accuracy 4. Is the article written with care?

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 5. Who would find this article
valuable?
Value
6. Who wrote the article?
Authority 7. Are the sources properly
cited?

Timeliness 8. When was the article written?

What is It
Discussion

ACCURACY, RELIABILITY AND VALUE OF INFORMATION

Although, the value of information would also depend on the need of the user but these are
the key skills to better get the rightful information that you need to:
1. Reliability of information - Information is said to be reliable if it can be verified and
evaluated. Others refer to the trustworthiness of the source in evaluating the reliability
of information.
2. Accuracy of information - Accuracy refers to the closeness of the report to the actual
data. Measurement of accuracy varies, depending on the type of information being
evaluated. Forecasts are said to be accurate if the report is similar to the actual data.
Financial information is considered accurate if the values are correct, properly
classified, and presented

3. Value of information - Information is said to be of value if it aids the user in making or

improving decisions.
4. Authority of the source - Much of the information we gather daily do not come from a
primary source but are passed on through secondary sources such as writers,
reporters, and the like. Sources with an established expertise on the subject matter are
considered as having sound authority on the subject.
5. Timeliness - Reliability, accuracy, and value of information may vary based on the time
it was produced or acquired. While a piece of information may have been found
accurate, reliable, and valuable during the time it was produced, it may become
irrelevant and inaccurate with the passing of time (thus making it less valuable). Other
information may be timeless, proven to be the same in reliability, accuracy, and value
throughout history.

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 Assessment
Posttest
A. MULTIPLE CHOICE. Encircle the letter of your choice. Be wary of
options, choose only the best. ONLY THE BEST. You will get wronged
and hurt if you choose the wrong ones. It is only your conscious choice that will dictate
your fate. May the God be with you!

1. One of the difficulties of coping with twenty-first-century media is

a. a lack of information.
b. a lack of reliable information.
c. the need to sift good information from bad information.
d. All these answers are correct.

2. When searching the Internet you should keep in mind...

a. That you can find any information online if you just search long enough
b. That banner ads and chat rooms will often lead you to the best quality
information
c. That because of copyright laws, nothing worthwhile is ever published on the
Internet
d. That not all online sources provide reliable or authoritative information

3. When working on a research assignment, what is an effective and efficient plan of

action to take? Arrange the steps below from start to end for an effective and
efficient plan.
A. Select information resources
B. Cite sources
C. Organize information
D. Conduct effective searches
E. Evaluate information
F. Define topic
G. Review (and repeat)
a. F, A, C, B, D, G, E c. A, B, C, D, E, F, G
b. F, A, D, G, E, C, B d. A, F, D, G, E, C, B

4. Which of the following is NOT one of the main ways of evaluating information found
online?
a. Looking at the brand name. . .is it a trusted brand?
b. Checking the website's internal information and procedure for fact-checking
and mission, as well as what types of web sites it links to
c. Comparing the information on the website with the same information from an
established media company or with original source material
d. None of the above

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5. In order to assess whether the information you found is biased, which of the
following should you consider? I. Author’s age
II. Author’s organization
III. Author’s academic/professional qualifications
IV. Purpose of the information
V. Tone of language
VI. Type of publication, e.g. scholarly journal, popular magazine, website
a. I, III, IV c. II, IV, V
b. II, III, IV, VI d. III, IV, V, VI

Write T in the space provided if the statement is true, otherwise F if not.

1. Indigenous media and information are highly credible because they are near
the source and are seldom circulated for profit.
2. Indigenous media are channels for change, education, and development
because of its direct access to local channels.
3. Ignoring indigenous media and information can result in development and
education programs that are irrelevant and ineffective.
4. Oral instruction, Records - may be written, carved, or oral , Gatherings and
social organizations and Direct observation are few forms of indigenous media
5. Indigenous Knowledge is unique to a given culture or society.

Great work! You are done with Lesson 6.

Have a break! You deserve one 😊
Now, get ready for Module 3 !

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