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Communication Topic 0

Communication
➢ The act or process of using words, sounds, signs, or behaviors to express or exchange
information or to express your ideas, thoughts, feelings, etc., to someone else.
➢ The exchange of information and the expression of feelings that can result in understanding.

Process of Communication
a. Sender – the one who gives out the message
b. Message – the information to be communicated
c. Channel – the medium used
d. Receiver – the one who gets the message

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Introduction To Media And Information Literacy Topic 1

Media
➢ physical objects used to communicate with, or mass communication through physical objects
such as radio, television, computers, film, etc. It also refers to any physical object used to
communicate messages.

Information
➢ a broad term that covers processed data, knowledge derived from study, experience,
instruction, signals, or symbols.

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 are able to achieve their goals, develop their knowledge and
potential, and participate fully in their community and wider society.

a. 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.
b. Information Literacy
➢ The ability to recognize when information is needed, and to locate, evaluate, and
effectively communicate information in its various formats.
c. 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.

There are two main schools of thought

emerging about the relationship between these What is Media and Information Literacy?
converging fields - media literacy and The essential skills and competencies
information literacy (UNESCO, 2020). There that allow individuals to engage with media and
were a number of other literacies that filled up other information providers effectively, as well
the notions of MIL. All of these were deemed as develop critical thinking and life-long
vital to the empowerment of people as we live learning skills to socialize and become active
through the rapid growth of media and citizens.
information and communication technologies.

Why study MIL at all?

In many aspects, traditional literacy has been redefined. It is no longer sufficient for people to
only learn reading, writing, and arithmetic. While the importance of these fundamental numeracy and
literacy skills cannot be underestimated, the inclusion of media and information literacy in the
curriculum means that young people must also understand the functions of media and other
information providers and seek, evaluate, use, and create information to achieve their personal,
social, occupational and educational goals. They must also possess basic skills for critical thinking, to
analyze and use them for self-expression, for becoming independent learners, producers, informed
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citizens, and professionals, and for participating in the governance and democratic processes of their
societies.

The Evolution of Traditional to New Media Topic 2

Marshall McLuhan (1969) Technological Determinism

a renowned Canadian communication Is a theory that believes technology is a
theorist from the University of Toronto provided steering factor in how a society develops its
an explanation as to how media evolved structures and values.
through technological determinism.

1. Pre-Industrial Age
People discovered fire, developed paper from plants, and forged weapons and tools
with stone, bronze, copper, and iron.
a. Cave Paintings
b. Clay tablets
c. Acta Diurna in Rome (First “Newspaper”)

2. Industrial Age
People used the power of steam, developed machine tools, established iron production,
and the manufacturing of various products (including books through the printing press).
a. Typewriter
b. Telephone
c. Gutenberg Press

3. Electronic Age
The invention of the transistor ushered in the electronic age. People harnessed the
power of transistors that led to the transistor radio, electronic circuits, and the early computers.
In this age, long-distance communication has become more efficient.
a. Transistor

4. Information Age
The Internet paved the way for faster communication and the creation of social
networks. People advanced the use of microelectronics with the invention of personal
computers, mobile devices, and wearable technology. Moreover, voice, image, sound, and
data are digitalized.

Internet of Things - the interconnection via the Internet of computing devices embedded in everyday
objects, enabling them to send and receive data.

Difference between Traditional and New Media

1. Range – New media often has a targeted audience and traditional media generally caters to a
wider audience pool. Ads and information floating on social media are guided by demographics
and geography.

2. Immediacy – Traditional media is often delayed by press times. Most are made beforehand
and are scheduled to be released at specific times while New media is more immediate.

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3. Final Vs. Dynamic – Traditional media pieces are more final. Once it was released the story
sticks for a while. New media posts, on the other hand, can be retracted quite easily. There is
not much delay once it happens.

4. Control – Because of the dynamic aspects of New media, publishers have more control over
the publishing time and details of a post. Traditional media pieces are often thought about
ahead of time. There is no way to control the opinions/messages of the viewers, though.

5. Interactivity – New media usually involves two-way communication. Both the audience and
creator can comment and express their opinion to the media presented in real-time. Traditional
media is one-way.

Functions of (Mass) Communication

a. Surveillance
➢ To serve as the eyes and the e. Transmission
ears of the people. ➢ Media as a vehicle to transmit
➢ Media is the main source of cultural norms, values, rules, and
finding what is going on in the habits.
world around you. ➢ Deals with socialization as well
➢ Influencer “influences”
b. Correlation
➢ How the media presents the facts f. Mobilization
that we use to move the world. ➢ To mobilize people during times
➢ Information should be “not of crisis (McQuail, 1994)
objective” and “without bias”. ➢ Witness important events in the
➢ The truthfulness of something is world and share it with a large
not necessarily guaranteed by its population to drive them to a
representation in the media. large event.
➢ Demonstrate the internet’s
c. Sensationalization proactivity.
➢ This occurs when the media puts
forward messages served to g. Validation
titillate consumers. ➢ Validate the status and norms of
➢ “What sells well, what doesn’t” particular individuals,
movements, organizations, or
d. Entertainment products.
➢ News on celebrities, technology, ➢ This validation serves to enforce
sports, movies, video games, etc. social norms (Lazarsfeld &
➢ Media utilized during leisure time Merton, n.d.).
to escape boredom and relief
from everyday lives.
➢ Serves to entertain and provide
companionship.

Information Literacy Topic 3

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What is Information?
➢ Data that has been collected, processed, and interpreted in order to be presented in a usable
form.
➢ A broad term that can cover processed data, knowledge derived from study, and experience.
Instruction, signals, or symbols. In the media world, information is often used to describe
knowledge of specific events or situations that have been gathered or received by
communication, intelligence, or news reports.
➢ Information is that 'which changes us’ (Stafford Beer, 1979)
➢ Information is 'what reaches man's consciousness and contributes to his knowledge' (Blokdjik
and Blokdijk, 1987)

What is Information Literacy?

➢ A set of individual competencies needed to identify, evaluate, and use information in the most
ethical, efficient, and effective way across all domains, occupations, and professions. It refers
to the ability to recognize when information is needed and to locate, evaluate, effectively use,
and communicate information in its various formats.
➢ 'Information literacy is a basic human right in the digital world' (The Alexandria Proclamation,
2005)

Stages/Elements of Information Literacy

1. Identifying/recognizing information needs
2. Determining sources of information
3. Citing or searching for information
4. Analyzing and evaluating the quality of information
5. Organizing, storing o archiving information
6. Using information in an ethical, efficient, and effective way
7. Creating and communicating new knowledge

A media- and information-literate individual is capable of understanding information and

media messages from different information sources and is able to evaluate and use that
understanding appropriately to solve problems. He or she has also acquired basic library skills and is
capable of maximizing the use of documentary resources for learning and information sharing. The
media- and information-literate individual understands and appreciates the functions in the society of
media and other information providers, such as libraries, museums, archives, the Internet, and
educational and research institutions working in this field.
Information providers offer an important service for people to access and in some cases store
their own information. Beyond the media, there are other sources of information that people use, (e.g.
health notices, government reports, and information communicated orally, both informally and through
public debates). These may be carried electronically, (e.g. as election debates on television) or in
face-to-face sessions (e.g. town hall meetings). These events may be mediated by 'the media' or by
people. Essentially, MIL also embraces library skills, study and research skills, and technology
skills. (c.f. Media and Information Literacy for Teachers).
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Challenges with Information

Insurgence of Infodemic
"an overabundance of information - some accurate and some not - that makes it hard for people to
find trustworthy sources and reliable guidance when they need it" (World Health Organization).

"The term "fake news,” despite its wide usage, is in fact quite problematic. It's been used to label
many different kinds of content from plain lies and falsehoods to unverified rumors; from outdated
news to propaganda. Many of these so-called "fake news" are not even made to look like news at all.
Instead of this phrase, we are encouraged to use the terms misinformation and disinformation."

Type of Information Disorder

Falseness Intent to Harm

Misinformation Disinformation Malinformation

Unintentional mistakes such as Fabricated or deliberately Deliberate publication of
inaccurate photo captions, manipulated audio/ visual private information for
dates, statistics, translations, or content. Intentionally created personal or corporate rather
when satire is taken seriously. conspiracy theories or rumors. than public interest, such as
revenge porn. Deliberate
change of context, date, or
time of genuine content.

How do you combat these challenges?

Big 6 is a model designed to help people solve information problems.
1. Task definition: Define the information problem and identify the information needed
2. Information-seeking strategies: Determine all possible sources and select the best sources
3. Locate and access: Locate sources and find information within the sources
4. Use of information: Engage (e.g. read, hear, view, touch) and extract relevant information
5. Synthesis: Organize information from multiple sources and present the information.
6. Evaluation: Judge the product (effectiveness) and the process (efficiency)

Another way of avoiding the problems and challenges of understanding and analyzing
information is through Online Verification Skills and Fact-checking resources.
Here in the Philippines, websites such as Rappler and Vera Files are actually partnered with
Facebook to fight the ongoing fake news dissemination on the platform.

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Types of Media Topic 4

Types of Media
a. Print Media
This type of news media used to e. New Media
be the only way of delivering information The internet is one of the newest
to the public. For the generations of the sources of media. The majority of the
80s and 90s, print media was the only users prefer the internet to watch news
medium of entertainment. quickly. It is more fast and capable in
People relied on newspapers and comparison to any other source of
magazines to learn everything, from media. The Internet changes the world
recipes and entertainment news to and connects the people also helping
important information about the country the users to keep in touch with the latest
or the world. inventions and news. The internet also
gives you a chance to express your
b. Broadcast Media ideas all over the globe.
The main sources of the 1. Social Media - forms of
broadcast are television and radio. We electronic communication (such
can watch all types of events that are as websites) through which
happening on Earth. Usually, people are people create online communities
interested in watching the news to share information, ideas,
regarding spirituality, politics, sports, and personal messages, etc.
so on. Radio is also the source of 2. Online forums - an online place
broadcasting we can hear all kinds of where we can comment,
news on it and also enjoy the music on it message, or discuss a particular
by changing the channels. topic. Forums allow us to share
knowledge with other people with
c. Film/Cinema the same interests. That's why it's
It is one of the oldest platforms of regarded as the best platform to
media and people went to the theaters seek support and assistance.
to watch it but now people can watch 3. Podcast - a series of audios
movies at home via safelight and cable focused on a particular topic or
in HD resolution. theme. We can listen to them on
a computer or a mobile phone.
d. Video Games (Digital Games) It's a platform that allows anyone
It is only grown in youth with high to share their knowledge and
dimensions and more graphics. Games communicate with the world.
are the form of electronic media
devices. Now games are also available
on mobile phones and people are easily
accessible to them.

Media convergence refers to the merging of previously distinct media technologies and platforms
through digitization and computer networking. This is also known as technological convergence.
Media convergence is also a business strategy whereby communications companies integrate their
ownership of different media properties. This is also called media consolidation, media concentration,
or economic convergence.
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Mass Media and Media Effects

Mass Media - refers to channels of Media Effects - are the intended or unintended
communication that involve transmitting consequences of what the mass media does
information in some way, shape, or form to (Denis McQuail, 2010).
large numbers of people.

Types of Media Effects

a. Third-party Theory - people think they are more immune to media influence than others.

b. 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.

c. Boomerang Effect - refers to the media-induced change that is counter to the desired change.

d. Cultivation Theory (George Gerbner) - states that media exposure, specifically to television,
shapes our social reality by giving us a distorted view of the amount of violence and risk in the
world. MTRCB (Movie and Television Review and Classification Board) is the government
agency responsible for rating television programs and films in the Philippines.

e. Agenda-setting Theory (Lippmann/ McCombs and Shaw) - a process whereby the mass
media determine what we think and worry about. The public reacts not to actual events but to
the pictures in our heads, created by the media.

Propaganda Model of Media Control (Herman & Chomsky)

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

What is Propaganda?
➢ is a persuasive message that intends to influence people to favor certain ideas or make certain
decisions.
➢ can be used for a variety of causes, from "good" to "bad" ones.
➢ It makes sense that we encounter it in many different forms of communication and
expression-from advertising to entertainment; from politics to activism.

In order to participate actively in politics today, people must be able to recognize contemporary
propaganda online. Propaganda can be distinguished from other forms of communication through its
distinctive qualities.

Media Education Lab's Mind Over Media resource lists four "propaganda techniques."
➢ Activate strong emotion
➢ Simplify information and ideas
➢ Respond to audience needs and values
➢ Attacks opponents

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Media and Information Sources Topic 5

Indigenous Knowledge
Indigenous knowledge is the local knowledge - knowledge that is unique to a given culture or
society. It contrasts with the international knowledge system generated by universities, research
institutions, and private firms. (Warren, 1991)

Indigenous Media
Indigenous Media 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)

Characteristics
1. oral tradition of communication
2. store information in memories
3. information exchange is face-to-face
4. information is contained within the border of the community

Library
➢ a building or room containing collections of books, periodicals, and sometimes films and
recorded music for people to read, borrow, or refer to.
➢ Libraries are often classified into four groups, namely: academic, public, school, and special.
These libraries may be either digital or physical in form.

Types of Libraries
a. Academic libraries serve colleges and universities.
b. Public libraries serve cities and towns of all types.
c. School libraries serve students from Kindergarten to grade 12.
d. Special libraries are in specialized environments, such as hospitals, corporations, museums,
the military, private businesses, and the government.

Skills in accessing information from libraries

Due to the wealth of information in a library, it is important to know the following:
➢ The access tool to use
➢ How the information being accessed may be classified
➢ The depth of details required — some libraries provide only an abstract of the topic.
➢ More detailed information might require membership or some conformity to set rules of the
sources (ex. Databases).

Internet
It is a global computer network providing a variety of information and communication facilities,
consisting of interconnected networks using standardized communication protocols.
The internet is considered by many as a resource for news and information.

Evaluating information found on the Internet:

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➢ Authorship ➢ Accuracy and Verifiability
➢ Publishing body ➢ Currency

Things to consider in Evaluating Information:

a. 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.

b. 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.

c. Value of Information
Information is said to be of value if it aids the user in making or improving decisions.

d. Authority of the Source

Much of the information we gather daily does not come from a primary source but is
passed on through secondary sources such as writers, reporters, and the like. Sources with an
established expert on the subject matter are considered as having sound authority on the
subject.

e. 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

Media and Information Languages Topic 6

Genre
➢ comes from the French word meaning 'type' or ‘class'
➢ can be recognized by its common set of distinguishing features (codes and conventions)
➢ Horror, comedy, action comedy, sci-fiction, inspirational or family are examples of genre in films
(also applicable to TV shows ).

Codes and Conventions

➢ Codes are systems of signs, that create meaning
➢ Conventions are the generally accepted ways of doing something

Differences between Codes and Conventions

The difference between codes and conventions is that codes might be individual to the media
text you are analyzing for example, a film might use high-angle shots to show vulnerability whereas in
a music video, it may be completely irrelevant. On the other hand, conventions are something they all
share within a genre.

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Types of Code
A. Technical
ways in which equipment is used to tell the story (camera techniques, framing, depth of
fields, lighting, exposure, etc.)
1. Camerawork refers to how the camera is operated, positioned, and moved for specific
effects.
2. Editing is the process of choosing, manipulating, and arranging images and sound.
3. Audio is the expressive or naturalistic use of sound. Audio can be diegetic or
non-diegetic.
4. Lighting is the manipulation of natural or artificial light to selectively highlight elements
of the scene.

Basic Camera Shots Advance Camera Shots Camera Angles

Extreme Wide Shot Two Shot Eye-Level

Wide Shot Cut Away High Angle
Medium Shot Over the Shoulder Low Angle
Medium Close- up Point of View Bird's Eye View
Close- up Selective Focus Worm's Eye View
Extreme Close- up Arc Shot Slanted (canted)

B. Symbolic
show what is beneath the surface of what we see (objects, setting, body language,
clothing, color, etc)
1. Setting is the time and place of the narrative. When discussing setting, you can
describe the setting of the whole story or just a specific scene.
2. Mise en scene is a French term that means ‘everything within the frame'. In media
terms, it has come to mean the description of all objects within a frame of the media
product and how they have been arranged.
3. Acting; The actors portray characters in media products and contribute to character
development, creating tension or advancing the…
4. Color has highly cultural and strong connotations. When studying the use of color in a
media product the different aspects to be looking at are dominant color, Contrasting
foils, and color symbolism.

C. Written
use of language style and textual layout (headlines, captions, speech bubbles, language
style, etc.)

Legal, Ethical, and Societal Issues in Media and Information Topic 7

Intellectual Property (IP)

➢ refers to creations of the mind, such as inventions; literary and artistic works; designs; and
symbols, names and images used in commerce
➢ Intellectual property is protected by the law
○ World Intellectual Property Organization (WIPO)
○ Republic Act 8293 — Intellectual Property Code of the Philippines

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Types of Intellectual Property

1. Copyright
➢ a legal term used to describe the rights that creators have over their literary and artistic
works
➢ books, music, paintings, sculpture, and films, to computer programs, databases,
advertisements, maps, and technical drawings
Republic Act 8293
Intellectual Property Code of the Philippines
Copyright Validity Period

Literary Works During the lifetime of the author plus 50 years after death

Art 25 years from the date of creation

Photography Work 50 years from publication

Audio-Visual Work 50 years from publication

Sound Recording 50 years from year recording took place

Broadcast Recording 20 years from date of broadcast

Trademark Valid for 10 years and may be renewed for a periods of 10

years

Invention Patent Valid for 20 years from filing date application

2. Patent
➢ an exclusive right granted for an invention
➢ provides the patent owner with the right to decide how - or whether - the invention can
be used by others

3. Trademarks
➢ a sign capable of distinguishing the goods or services of one enterprise from those of
other enterprises

4. Industrial Design
➢ constitutes the ornamental or aesthetic aspect of an article
➢ may consist of three-dimensional features, such as the shape or surface of an article, or
of two-dimensional features, such as patterns, lines, or color

5. Geographical Indications and Appellations of Origin

➢ signs used on goods that have a specific geographical origin and possess qualities, a
reputation, or characteristics that are essentially attributable to that place of origin
➢ most commonly includes the name of the place of origin of the goods.

Fair use
means you can use copyrighted material without a license only for certain purposes. These
include:
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➢ Commentary
➢ Criticism
➢ Reporting
➢ Research
➢ Teaching

Guidelines for Fair Use

➢ A majority of the content you create must be your own.
➢ Give credit to the copyright holder.
➢ Don't make money off of the copyrighted work.

Creative Commons
is an American non-profit organization devoted to expanding the range of creative works
available for others to build upon legally and to share. The organization has released several
copyright licenses known as Creative Commons licenses free of charge to the public.
➢ Attribution: You must credit the creator.
➢ Non-Commercial: You can't make a profit.
➢ No Derivative Works: You can't change the content.
➢ Share Alike: You can change the content, but you have to let other people use your new work
with the same license as the original.

Plagiarism
➢ the act of using another person's words or ideas without giving credit to that person
➢ The practice of taking someone else's work or ideas and passing them off as one's own.

Types of Plagiarism
a. Sources Not Cited
1. The Ghost Writer – the writer turns in another's work, word-for-word, as his or her own.
2. The Photocopy – the writer copies significant portions of text straight from a single
source, without alteration.
3. The Potluck Paper – the writer copies from several different sources, tweaking the
sentences to make them fit together while retaining most of the original phrasing.
4. The Poor Disguise – the writer has altered the paper's appearance slightly by changing
keywords and phrases.
5. The Labor of Laziness – the writer takes the time to paraphrase most of the paper
from other sources and make it all fit together.
6. The Self-stealer – the writer "borrows" generously from his or her previous work.

b. Source Cited
1. The Forgotten Footnote – the writer mentions an author's name for a source, but
neglects to include specific information on the location of the material referenced.
2. Misinformer – the writer provides inaccurate information regarding the sources, making
it impossible to find them.
3. The Too-perfect Paraphrase – the writer properly cites a source but neglects to put in
quotation marks on text that has been copied word-for-word, or close to it.
4. The Resourceful Citer – the writer properly cites all sources, paraphrasing and using
quotations appropriately. The catch? The paper contains almost no original work!
5. The Perfect crime – the writer properly quotes and cites sources in some places, but
goes on to paraphrase other arguments from those sources without citation.

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What about Images, Videos, and Music?
Without receiving proper permission or providing an appropriate citation, the following
are considered plagiarism:
➢ Copying media (especially images) from other websites to paste them into your own papers or
websites.
➢ Making a video using footage from others' videos or using copyrighted music as part of the
soundtrack.
➢ Performing another person's copyrighted music (i.e., playing a cover).
➢ Composing a piece of music that borrows heavily from another composition.

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