MEDIA INFORMATION LITERACY

Ma'am Sittie Saffurah Ombawa

SUBMITTED TO:

Ali Sitte Saleha M.

SUBMITTED BY:

November 2024
 LESSON
LESSON 1: Communication,
1: Communication, Media,
Media, AndAnd Information
Information

1. Media –refers to credible and current information. Derived from the latin word
“medius” which means “middle” that refers to the tool people use to mediate or
facilitate the transfer of communication.

2. Information – derived from study, experiences, or instructions. Any facts or

details.

4. Mass media - a type of media that reaches a large audience of people (i.e.
television, radio and newspaper. 23

5. Media and Information literacy – the ability to access, analyze, evaluate, and
create information from media and other information sources.

6. Information literacy – is a set of abilities to recognize when information is needed

and to locate, evaluate, and use it effectively.

7. Technology literacy - is the ability tó responsibly use appropriate technology.

9. Media and Information Literacy- according to William James Potter (2004) define
media and Information Literacy as a set of perspectives that people use actively to
expose themselves to mass media and Information Literacy and interpret the
meaning of the message they encounter.

10. Perspective – relates to people’s position

 LESSON
LESSON 2: The
2: The Evolution
Evolution of Media
of Media

1. Theory of technological determism – suggests that technology shapes societal

values and structures.

2. Tribal Age – Marshall McLuhan describe this era as ‘acoustic space. The primary
medium is speech.

3. Age of literacy – human being learned to read and write.

4. Print Age – highlighted by the invention of Gutenberg Press.

5. Johannes Gutenberg – invented the printing press.

6. Printing – the first mechanization of handicrafts.

7. Electronic Age – a period characterized by the dominance of the electric media

such as radio and telegraph.

8. New Media or Information Age – describes the aspect of our current digital and
information-driven era.

9. Pre-colonial Period - different forms of literature were developed including

bugtong(riddle), tutul (folk tale), darangen (epic poetry).

10. Spanish Period - where print media was introduced to the Filipinos paving the
way to the rise of Filipino books and newspapers.

11. American Period- where newspaoer published by American journalists were

introduced.

12. Japanese Period -(1941-1945): Japanese occupation led to the suppression of

most publications, with censorship enforced by the Japanese government. However,
underground newspapers continued to circulate.Postwar Era (1945-1972): This
period is considered the "golden age" of Philippine journalism, for the Philippine
press was considered "freest in Asia" Television was introduced in 1953.

13. Martial Law Period - (1969-1986) in the Philippines on the media: Under
Marcos's rule, media was heavily censored, with many journalists and editors
imprisoned or forced into exile. While some alternative media outlets emerged, the
overall environment was repressive. The declaration of Martial Law on September 21,
1972, significantly curtailed press freedom. Even after the end of Martial Law, the
effects on the media landscape were lasting.
 LESSON
LESSON 3: 3: Information
Information Literacy
Literacy

1. Data – structured facts.

2. Knowledge – refers to the human understanding of a subject matter derived from

experiences, learning, and thinking.

3. Privacy -

4. Accuracy - relates to the correctness of the information sources to the details of

the information.

5. Plagiarism - to use the words or ideas of another person as if they were your own
words or ideas.

One should acquire anunderstanding of the he following in order to become an

information literate:

1. A need for information. Must recognize what kind of and how much
information needed and to understand why it is needed.

2. Resources Available. This requires an individual to know the availability of

resources, where can it be found, how to access them, and it's appropriate usage.

3. How to find information. "To search appropriate resources effectively and

identity relevant information".

4. The need to evaluate results. The need to triangulate an information.

5. How to work with or exploit results. To analyze and work with the information.

6. Ethics and responsiblity of use. Proper citation, distribution and sharing of

information.

7. How to communicate or share your findings.

8. How to manage your findings. Knowing how to store and manage information.

6. Boolean Logic - is a system that allows a searcher to communicate to a

database's specific relationship between keywords when searching.

7. Triangulation - is the method used to question the validity, reliability, and accuracy
of an information source (Pierce, 2008).
LESSON 4: Types
LESSON of Media
4: Types of Media

Mass media can be classified into three forms:

1. Print Media – oldest form of the media.

The print medium has different forms:

1. Books – oldest form of print media.

2. Newspaper- a lightweight,serial publication which comes out regularly and

contains news on current events.

3. Magazine – came from the Arabic word “makhazin” which means

storehouse.

4. Journal-periodic publication that focuses on a specific field of study.

2. Englishman Edward Cave – the one who invented the word “magazine.

3. Broadcast Media – using television and radio. Emergence of media technology

such as cassettes, CDs, fim cameras, projectors and other recording technology.

4. New media - refers to digital media that are interactive, incorporating two-way
communication and involving a form of computing.

5. Media Convergence - is the result of the internet and of media content

digitalization rounding up the "three Cs" in media---computing, communication, and
content into one.
LESSON 5: Medi
LESSON and Information
5: Media Sources
and Information Sources

1. Information sources – producers of information.

2. Consumers- users of information.

3. Sources - serve as the means by which people record information for future
consumption.

Types of information sources

1. Primary source – original, unedited, uninterpreted, and first-hand.

2. Secondary source – obtained through a number of sources and has

undergone editing or interpretation.

3. Tertiary source – consists of summaries and collections of both primary and

secondary sources.

Formats of Information sources:

1. Print - books, periodicals and newspaper.

2. Nonprint - audio, video, and files.

An information sources could be found:

4. Library - a building that contains a collection of books, periodicals, and audio -

visual materials.

5. Internet - a global network of computers that allows computer users around

the world to share information.

6. Indigenous media - form of media conceptualized, produced, and circulated by

indigenous people as a vehicle for communication, specifically for cultural
preservation.

4. Autobiography – detailed account of a person’s life.

LESSON 6: Media
LESSON andand
6: Media Information Languages
Information Languages

1. Media language – is a method consisting of signs and symbols used by

information producers.

2. Codes – are system of signs that are put together to create arbitrary meaning.

3. Symbolic codes – comprise of objects

5. Convention – is a practice or technique that widely used in the field.

6. Media representation – when codes or conventions do not represent reality.

7. Denotation – is the lateral aspect of communication.

8. Connotation - is the meaning or interpretation of the people.

9. Media Audience -
LESSON 7: Legal,
LESSON Ethical,
7: Legal, andand
Ethical, Societal Issues
Societal in Media
Issues andand
in Media Information
Information

1. Law – is a set of universally accepted rules.

2. Ethics – derived from Latin word ‘ethikos’ meaning “character” define how
individual prefer to interact with one another.

3. Intellectual property – anything that a person creates, design, or invents.

IP owners are covered by rights: copyright, trademark, and patent.

4. Copyright – exclusive right of an IP owner

Key Principle of Copyright

1. Exclusivity

2. No formalities for contractual establishment

3. Contractual freedom

4. Remuneration

5. Territoriality

6. Enforcement

5. Public domain – refers to work that are not covered by IP.

6. Creative Commons – is a non-profit organization who provides license to

copyright owners.

7. Trademark – is a name, word, slogan, or symbol among others that identifies

8. Service Trademarks – differentiation of trademarks of products and services.

9. Patent – a government license given to industrial and inventions giving the owner
a clear right.

10. Infringement – violation of IP right is subject to sanctions around the world.

11. Fair use – a privilege given to users who wish to use copyright materials without
remuneration.

12. Fabrication – production of data and results and reporting them as true or
correct.

13. Plagiarism – the act of stealing someone’s work and making it your own.

14. Falsification – manipulation of research materials.

15.Defamation – issuance of false statement about another person.

16. Netiquette – body of conventions and manners using internet. Ethics on internet.

The following are core roles in interacting in cyberspace:

1. Remember the human

2. Adhere to the same standards of behavior online that you follow in real life.

3. Know where you are in cyberspace.

4. Respect other people's time and bandwidth.

5. Make yourself look good online.

6. Share expert knowledge.

7. Help keep flame wars under control.

8. Respect other people's privacy.

9. Do not abuse your power.

Societal Issues in the Information Age

1. Digital divide - the gap between younger and older generation in terms of
technological use.

2. Internet Addiction - the excessive or poorly controlled preoccupations, urges, or

behaviors regarding computer use and internet access that lead to impairment or
distress.

3. Cyberbullying - the intimidation, oppression, harassment and discrimination

done via information and communication technology.

4. Cybercrime- includes hacking, cybersex, child pornography and other computer -

related offenses.

Piracy- unauthorized downloading or distribution of copyrighted materials.

Lesson
Lesson8:8:
The power
The ofof
power media and
media information
and information

In Education

The passage discusses the evolution of media's role in education. Initially, education
relied on methods like stone drawings and printed materials (books and journals).
Access to information was limited, requiring physical trips to libraries or interviews.
The advent of broadcast and new media drastically changed this, providing easy
access to information and fostering more interactive learning environments, even
enabling online classrooms. However, this ease of access has a downside: students
may become overly reliant on readily available information without critical evaluation
or independent research. This dependence can lead to decreased critical thinking
and a passive acceptance of information.

In Economy

The text discusses the significant impact of media and information on a nation's
economy, using the Philippines as an example. The Business Process Outsourcing
(BPO) industry, heavily reliant on new media, is highlighted as a major contributor to
the Philippine economy, employing numerous Filipinos and generating substantial
income. The text emphasizes that without new media, this industry would not
survive. A UNESCO survey is cited, revealing that a lack of access to information
hinders economic development. The passage concludes that accurate, valid, and
accessible information is crucial for effective economic policies, good governance,
and attracting foreign investment.

In Politics

In June 2016, Philippine media coverage of President Rodrigo Duterte's first State of
the Nation Address (SONA) showed less commentary from leaders compared to
previous years. However, online social media saw increased participation and
discussion, particularly among millennials, making it more interactive than previous
SONAs.The text highlights the role of media and information in Philippine democracy.
Filipinos' right to participate in governance is emphasized, facilitated by the
proliferation of new media. Government agencies use Information and
Communication Technology (ICT) to improve service delivery. Media acts as a
"fourth estate," holding the government accountable by exposing corruption and
informing citizens. Examples of successful government campaigns aided by media
are cited. Finally, an exercise prompts the reader to list 10 benefits Filipinos receive
from media and information in education, economics, and politics.

In Society

The text describes the Philippines as the social media capital of the world, with a
large population spending significant time on social media platforms. This
widespread use connects people, shares experiences, and reflects Filipino behavior.
Media, especially broadcast and new media, fosters communication across different
societies, creating a "global village." However, this global connectivity also presents
challenges, as the assimilation of foreign cultures may lead to the erosion of unique
Filipino identities and cultural homogenization. A self-check question prompts
reflection on personal media consumption habits and their impact on Filipino culture.
Finally, an exercise suggests writing an essay on media's overall effect on Philippine
society.

Six different types of media effects.

These types refer to how the individual experience the media effects that can be
either intentional or unintentional.

1. Cognitive - the most pervasive; says that media can affect what people know by
planting ideas and information into their minds e.g. knowledge, skills, etc.

2. Belief - related to the values and principles people have in their lives due to the
influence brought about by media e.g. philosophies, spiritual beliefs, etc.

3. Attitudinal - evaluative judgements about the standards and values set by media
e.g. ethics, cultural values, etc.

4. Emotional - refers to media's capacity to trigger or affect an audience's emotion(s)

e.g. feeling sad after watching the death of a movie protagonist

5. Physiological - refers to the reaction of bodily systems to media message(s) e.g.

high blood pressure and heart rate when watching a horror film.

6. Behavioral - says that media can trigger an audience to do certain actions e.g.
buying a product after seeing it's advertisement on Facebook.
Lesson 9: Trends in Media and information
LESSON 9: Trends in Media and information

Patterns of Media Development

Potter saw a consistent pattern to explain the development of mass media. This
life cycle pattern can be summarized into five stages, namely: innovation (birth),
penetration (growth), peak( maturity), decline, and adaptation.

Innovation Stage - Mass media innovation begins with a technological advancement.

The development of mass media was made possible through the introduction of a
new midium . Example, News paper. Created the print industry; the camera helped
the start development of the film industry; television paved the The way the television
industry; and so on. Potter's points on technological innovation are explained,
including the idea that innovation itself isn't enough; marketing and government
support are also necessary.

Penetration Stage - The innovation of new forms of technology enters the market,
followed by growing acceptance and positive evaluation by the public.There are
instances where the public's needs are already being satisfied by a certain medium;
new media inventions that are overpowering existing media are discussed. For the
long time, people regarded the radio as the number one mass medium. Then,
television was invented, and the people's medium preference changed

Peak Stage - The text describes the peak and decline stages of mass media,
focusing on how the number of users and revenue change over time.

Decline Stage - When a medium reaches its peak, it eventually starts to cause
decline as newer media emerge. Audience start to shift to another midium resulting
an erosion of revenues and users of the old medium.

Adaptation Stage - The adaptation stage involves finding ways for the older medium
to remain relevant, often through convergence with newer technologies. A table
provides examples of different media types and their respective innovation,
penetration, peak, decline, and adaptation periods. A question prompts reflection on
why certain media types haven't experienced a decline stage.

Hashtags - Hashtags are words and numbers or a word phrase preceded by the
symbol # that classifies or categorizes the accompanying text content on social
media. You can add hashtags to social posts, bios and comments on most major
platforms, including Instagram, Facebook, TikTok, Twitter, LinkedIn, YouTube and
Pinterest.

Massive open online courses - The text discusses Massive Open Online Courses
(MOOCs) and their potential to address educational challenges in the Philippines. It
highlights a significant number of out-of-school youth and the reasons behind it
(early marriage, financial constraints, lack of interest). MOOCs are presented as a
solution, offering free, accessible online courses to a wide audience. The
development of MOOCs is traced back to 2008, and their global reach and impact are
emphasized, citing statistics on usage and the platforms that host them.

Wearable Technology

The text discusses wearable technology. It poses two questions:

What was the "coolest" wearable technology ten years ago? (This is subjective and
depends on individual preferences.)

What are Google Glass, an iPhone Watch, and DuoSkin? (These are examples of
modern wearable technology.)

The text then defines wearable technology as technology designed to be worn by a

person, aiming for ease of use and sensory enhancement. Finally, it mentions that
more examples of wearable technology will follow (though these examples are cut
off in the image).

Some examples of the wearable technology include the following.

1. Smart Watches – standalone personal communication devices that can be

attached to a person's wrist

e.g. iPhone watch, Samsung Gear

2. Fitness trackers – wrist-worm, chest-worm, clip-on, or ear-worm devices that use

motion sensors to record exercise and health statistics and progress

e.g. Nike + Band, Fitbit Force

3. Smart eyewear – includes vital reality (VR) eyewear that can put the functions of a
smartphone or computer into the user's vision

e.g. Google Glass, Recon Snow, Oculus Rift

4. Smart clothing – includes heated apparel, medical apparel, work monitoring

apparel, etc.

e.g. DuoSkin, NFC Ring

5. Medical devices – devices used in diagnosis and in helping patients in recovery

e.g. hearing aids, contact lenses, sensors and pumps

6. Other infotainment devices – includes wireless headphones, simulations, etc.

e.g. DoubleMe VR Avatar creator, Bluetooth headphones

3D Technology
The text discusses the evolution of 3D technology in cinema. Early attempts in the
1900s to create three-dimensional films were limited. However, advancements in
3D technology, such as holography (creating 3D images using lasers), have
lessened the gap between virtual and real 3D. The text mentions that while current
holography primarily produces static images, advancements are showing promise
for more dynamic 3D movie holograms in the future.
LESSON 10: The Media and Information Literate Filipino
LESSON 10: The Media and Information Literate Filipino

1. Personal Aspect

A media and information literate individual is able to:

a. Know his/her rights to information (i.e. freedom of information, copyright, etc.);

b. distinguish truths from untruths;

c. create decisions based on well - evaluated information ;

d. Mirror the values and attitudes represented in Media against his/her owm;

e. express his/her persona and style through media content;and

f. Protect his/her own information and privacy.

2. Professional Aspect

A media and information literate individual is able to:

a. use information ethically and creatively;

b. respect producers and consumers of information; and

c. adapt to the dynamics of any medium.

3. Educational Aspect

A media and information literate individual is able to;

a. think critically and learn knowledge based on facts;

b. proliferate information that are based on academic and/or factual sources;and

c. utilize media in exploring knowledge.

MIL has a great influence in facilitating intercultural dailog, tolerance, and cultural
understanding. Through MIL, there is better involvement within the society and
there is establishment of communication between different generations and age
groups that creates unity among the society a sa whole.
LESSON 11: TEXT INFORMATION AND MEDIA
LESSON 11: TEXT INFORMATION AND MEDIA
Text Information and Media: This refers to information conveyed through written or
textual formats, encompassing various media such as books, articles, websites, social
media posts, and more. Understanding how text is used to communicate information
and influence audiences is key to MIL.

Descriptive Text: Text that aims to create a vivid picture in the reader's mind by using
detailed sensory language. It focuses on describing something—a person, place, object,
or event—in rich detail.

Informative Text: Text that aims to educate or explain a topic to the reader. It presents
facts, data, and explanations in a clear and concise manner. Examples include news
reports, scientific articles, and textbooks.

Instructive Text: Text that provides step-by-step instructions or directions on how to do

something. It often uses imperative verbs and clear, concise language. Examples
include recipes, manuals, and how-to guides.

Persuasive Text: Text that aims to convince the reader to adopt a particular viewpoint or
take a specific action. It uses rhetorical devices and persuasive language to influence
the reader's opinion or behavior. Examples include advertisements, opinion pieces, and
political speeches.

The Power of Text Information and Media: Text holds significant power in shaping
perceptions, influencing opinions, and disseminating information. Its power lies in its
ability to convey complex ideas, persuade audiences, and shape narratives.
Understanding this power is crucial for critical engagement with text-based media.

Selection Criteria for Evaluating Text Information: When evaluating textual information,
several criteria should be considered:

1. Relevance: Does the information relate directly to the topic or question at hand?

2. Triangulation (Validity, Reliability, and Accuracy): Does the information align with
information from multiple, credible sources? Is the information consistent and free from
errors?

3. Point of View: What is the author's perspective or bias? Is the information presented
objectively or subjectively?

4. Medium Used: What is the nature of the medium (e.g., scholarly article, blog post,
social media update)? This impacts the credibility and intended audience.

5. Audience: Who is the intended audience for this text? This helps understand the
context and potential biases.

6. Writing Style: Is the writing style clear, concise, and appropriate for the intended
audience and purpose?
Producing Text Information: Creating effective textual information involves:

Providing Structure and Simplicity: Organizing information logically and using clear,
concise language.

Internal Textual Structure: The organization of information within a text (e.g., paragraphs,
headings, subheadings).

External Textual Structure: The overall organization of a larger text, such as a book or
report (e.g., chapters, sections).

Legibility: Ensuring the text is easy to read, with appropriate font size, spacing, and
formatting.

Emphasis: Highlighting key information through bolding, italics, or other visual cues.

General Tips for Producing Effective Text: Use strong verbs, avoid jargon, and
proofread carefully. Consider your audience and purpose when selecting your tone and
style. Ensure that your information is accurate, reliable, and relevant.
LESSON 12: Visual Information And Media
LESSON 12: Visual Information And Media
Visual Information and Media: This encompasses information conveyed through visual
elements, including images, graphics, videos, and other visual forms. Understanding how
visual media communicate information and influence audiences is a key aspect of MIL.

1. Ideogram: A visual symbol that represents an idea or concept, rather than a specific
word or sound. Ideograms are often used in writing systems and visual communication.

2. Statistical Visualization: The use of visual elements (e.g., charts, graphs) to represent
and communicate statistical data. Effective statistical visualization makes complex data
easier to understand.

3. Picture: A visual representation of a scene or object, typically a photograph or drawing.

Pictures can convey information quickly and effectively, but their interpretation can be
subjective.

4. Graphical Design: The art and practice of planning and projecting ideas and
experiences with visual and textual content. Graphical design encompasses various
techniques used to create visually appealing and effective communication.

5. Video: A moving image recorded electronically, often with sound. Videos are a
powerful medium for conveying information and storytelling.

6. 3-D Image: A three-dimensional representation of an object or scene, creating a sense

of depth and realism. 3-D images are used in various applications, from entertainment to
medical imaging.

The Power of Visual Information and Media: Visual information and media have
immense power to influence audiences and shape perceptions. This power stems from
the brain's capacity to process visual information rapidly and emotionally.

The Power to Persuade: Visuals can be highly persuasive, influencing attitudes and
behaviors through emotional appeals and memorable imagery. Advertising and
propaganda often rely heavily on visual persuasion.

Visuals can evoke strong emotional responses, influencing feelings and shaping
opinions. Powerful images can leave a lasting impact on viewers.

The Power to Make and Break: Visual media can create or destroy reputations, influence
social movements, and shape public discourse. The impact of visual media can be
profound and far-reaching.

Visual Literacy: This is the ability to interpret, negotiate, and make meaning from
information presented in the form of images. Visual literacy is crucial for navigating the
visual information landscape critically and effectively. It involves understanding the
techniques used in visual communication, recognizing biases, and interpreting images
within their context.
LESSON 13: Audio Information And Media
LESSON 13: Audio Information And Media
Audio Information and Media: This refers to information conveyed through sound,
encompassing various media such as music, podcasts, radio broadcasts, and audio
recordings. Understanding how audio media communicate information and influence
audiences is a key aspect of MIL.

1. Music: Organized sound, often with a structured pattern, used for artistic expression,
entertainment, or emotional impact. Music can convey complex emotions and ideas.

2. Radio Newscasts: News reports broadcast over the radio, providing timely
information on current events. Radio newscasts are a primary source of information for
many people.

3. Public Service Announcements (PSAs): Short audio messages designed to raise

awareness about important social issues or promote positive behaviors. PSAs often aim
to educate and motivate listeners.

4. Radio Commercials: Short audio advertisements broadcast over the radio, aiming to
promote products or services. Radio commercials use persuasive techniques to
influence listener behavior.

5. Radio Dramas: Dramatic stories presented in audio format, often using sound effects
and voice acting to create a vivid listening experience. Radio dramas engage listeners
through storytelling and imagination.

6. Podcast: An audio program, typically episodic, that can be downloaded and listened to
on demand. Podcasts cover a vast range of topics and allow for in-depth exploration of
subjects.

The Power of Audio Information and Media: Audio information and media have
significant power to influence audiences and shape perceptions. This power stems from
the human brain's capacity to process auditory information effectively and emotionally.
Audio can evoke strong emotions, create immersive experiences, and easily transmit
information.

Hearing vs. Listening: Hearing is the physiological process of perceiving sound, while
listening is the active process of receiving, interpreting, and responding to auditory
information. Active listening is crucial for critical engagement with audio media.

Evaluating Audio Information: When evaluating audio information, consider:

What/Who is the Source of Information?: Identifying the origin or creator of the audio
information is crucial for assessing its credibility and potential biases.

What is the Medium Used?: The medium (e.g., radio newscast, podcast, music)
influences how the information is presented and perceived.

What is its Purpose?: Understanding the intended goal or objective of the audio
information helps in evaluating its potential biases and credibility.

How is the Radio Information Made?: Understanding the production process (e.g.,
editing, sound effects, music choices) helps in analyzing the message's construction and
potential manipulation.

Producing Audio Information: Creating effective audio information involves:

Providing Clarity: Using clear, concise language and well-paced delivery.

Providing Simplicity: Avoiding complex sentence structures and jargon, ensuring the
message is easily understood. Using appropriate sound effects and music to enhance
understanding and engagement.
LESSON 14: Video Information And Media
LESSON 14: Video Information And Media
Video is a powerful medium for recording, copying, and displaying moving visual images.
It utilizes electronic signals to capture and reproduce these images, offering a dynamic
and engaging way to convey information and stories. The evolution of video technology
has seen a shift from analog to digital formats, with digital video becoming increasingly
prevalent due to its versatility and ease of manipulation.

The Power of Video Information and Media

Video information and media have a profound impact on our lives, influencing how we
learn, entertain ourselves, and interact with the world. Its power lies in its ability.

Producing a Video Information

Creating a compelling video involves a multi-step process that can be broadly divided
into three phases: pre-production, production, and post-production.

Pre-Production: Laying the Foundation

This crucial phase involves planning and preparation, ensuring a smooth and successful
production.

Production: Bringing the Vision to Life

This is the actual filming stage, the pre-production plans are executed.

Post-Production: Polishing the Final Product

This phase involves refining and whereenhancing the raw footage, transforming it into a
finished video.

Camera Techniques: Capturing the Visual Story.

Camera techniques play a vital role in creating visually engaging and impactful videos.
Some common techniques include:

Shot Types: Varying the distance and angle of the camera to create different effects,
such as close-ups, long shots, and medium shots.

Camera Movement: Using camera movement, such as panning, tilting, and tracking, to
add dynamism and interest to the visuals.

Composition: Arranging elements within the frame to create balance, harmony, and
visual interest.

Lighting: Utilizing light to create mood, highlight subjects, and enhance the overall visual
aesthetic.
LESSON 15: Multimedia Information And Media
LESSON 15: Multimedia Information And Media
Multimedia refers to the integration of various forms of media, such as text, audio,
images, video, and interactive elements, into a single digital platform or application . This
combination creates a more immersive and engaging experience compared to traditional
single-medium content.

Key Characteristics of Multimedia

Multimedia exhibits several defining characteristics:

1. Computer-Based: Multimedia relies heavily on computers for processing, storing, and

presenting information.

2. Rhetorical Artifact: Multimedia serves as a tool for communication and persuasion,

conveying messages and influencing audiences.

3. Multiple Media: The core of multimedia lies in its use of various media types, such as
text, audio, images, video, and interactive elements.

4. Integrated: These media elements are not simply juxtaposed but rather integrated to
create a cohesive and synergistic experience.

5. Interactive: Multimedia often allows users to actively engage with the content, making
choices and influencing the flow of information.

Types of Multimedia

Multimedia can be categorized based on its structure and interactivity:

Linear Multimedia: This type presents information in a predetermined sequence, with the
user having limited control over the flow. Examples include movies, slideshows, and
traditional presentations.

Non-linear Multimedia: This type offers users greater control, allowing them to navigate
through information in a non-sequential manner. Examples include websites, interactive
games, and hypermedia.

The Power of Multimedia Information and Media

Multimedia has a significant impact on various aspects of our lives:

In Education: Multimedia enhances learning by engaging students through visual and

auditory elements, making information more accessible and memorable[15][17][7][9] .

In Entertainment: Multimedia plays a crucial role in entertainment, providing immersive

experiences through video games, movies, and interactive platforms[15][17][8] .
In Advertising: Multimedia advertising utilizes various media to reach target audiences,
creating engaging campaigns that capture attention and drive conversions[11][12] .

In e-Publishing: Multimedia enhances e-books and online publications by incorporating

interactive elements, audio, and video, making reading more engaging and dynamic[15] .

In Virtual Reality: Virtual reality (VR) utilizes multimedia to create immersive and
interactive experiences, transporting users to virtual worlds[17] .

In Public Information: Multimedia plays a vital role in disseminating public information,

making it accessible and engaging for a wider audience[15] .

Producing a Multimedia Information:

Creating multimedia content involves a structured process:

1. Concept Development: Defining the purpose, target audience, and overall message of
the multimedia project.

2. Content Creation: Developing and gathering various media elements, including text,
audio, images, and video.

3. Integration and Design: Combining these elements into a cohesive and engaging
multimedia experience.

4. Testing and Refinement: Evaluating the multimedia project to ensure it meets its
objectives and is user-friendly.

5. Distribution: Publishing and sharing the multimedia content across relevant platforms.