Media Information Literacy-represented as the
capability to access, analyze and invent media.
Media Literacy- is a 21st century advent to
education. It is the understanding to access,
analyze, evaluate, create, reflect and act using
all forms of communication.
Information Literacy- is a set of skills requiring
people to recognize when information is
needed and have the ability to locate, evaluate,
and use effectively the needed information.
Technology Literacy- is the skills of a person,
working independently and with others, to
responsibility, appropriately, and effectively
uses technology tools to access, manage,
integrate, create and communicate information.
International Society for Technology in
Education, technology requires learners to
demonstrate skills in several areas, these are:
1. Creativity and Innovation-Learners use
technology to demonstrate creative thinking,
problem solving, and knowledge construction.
2. Communication and Collaboration- Learners
use technology to communicate and collaborate
in order to enhance their learning or the
learning of others.
3. Research and Information Fluency- Learners
use technology to find and use accurate, up-to-
date information.
4. Digital Citizenship- Learners understand
what it means to be a citizen in the digital world
and practice ethical behavior when they use
technology.
5. Technology Operations and Concepts-
Learners illustrate an understanding of
technological systems and concepts.
Pre-Historic Era (200,000 BCE-4,000 BCE)
1. Petroglyphs – abolishing part of a rock
surface by incising or carving, as a form of rock
art.
2. Cave Paintings- also known as “parietal art”.
These are the painted drawings on cave walls or
ceilings, mainly of prehistoric descent, to some
40,000 years ago in both Asia and Europe.
3. Dance- in most archaic civilizations, dancing
before the god was fundamental in temple
rituals.
4. Body Art- it is momentous part of social,
spiritual, and personal expression.
- It is also represent your origin, your
position, symbol of power, and it could be like
an identification card.
Ancient Era (3000 BCE-100 BCE)
1. Writing
a. Cuneiform script- one of the earliest
schemes of writing, identified by its wedge-
shaped marks on clay tablets, built by means of
a blunt reed for a stylus.
b. Egyptian hieroglyphs- were an
orderly writing system used by the ancient
Egyptians that combined anagrammed and
alphabetic elements.
2. Alphabet
a. Phoenician Alphabet – is the oldest
confirmed alphabet and it is called by the
tradition “Photo-Canaanite alphabet”
3. Drama- is the clear-cut mode of narrative,
commonly fictional, served in performance.
4. Paper- the word “paper” is grammatically
derived from papyrus, Ancient Greek for the
Cyperus papyrus plant.
Papyrus- is a chunky and a paper-like matter.
Industrial Era (1440-1890)
1. Printing Press- is an apparatus for
administering pressure to an inked surface
recessing upon a print medium, thereby
transferring the ink.
Johannes Gutenberg- he was the inventor of
Printing press in Holy Roman Empire.
2. Dry Plates- a work of Desire van
Monckhoven, the Collodion dry plates had been
accessible since 1855.
3. Telegraphy- is the long-distance broadcast of
textual or symbolic messages.
4. Telephone- is a telecommunication device
that allows many users to administer a
conversation when they are too far apart to be
heard.
5. Phonograph- is a device designed for the
power-driven recording reproduction of sound
and it was also called a gramophone.
6. Film- also called movie, motion picture,
theatrical film or photoplay and it is series of
immobile images that, when shown on a screen
generates the illusion of moving images.
Information Era (1906-present)
1. Radio- is the technology of using radio waves
to convey information, such as sound, by
modulating some property of electro-magnetic
energy waves transferred through space.
2. Television- is a telecommunication medium
used for transmitting sound with moving
pictures in monochrome, or in color, and in two
or three dimensions.
3. Personal Computer- is a general-purpose
computer.
4. Mobile Phone- is a portable telephone which
can produce and receive calls over a radio
frequency carrier. It also called cellular
telephones or cell phones.
5. Internet- is the worldwide system unified
computer networks that use the Internet
protocol suite that links billion of devices across
the planet.
What does Media do for us? (Hindi ko alam
kung kasali to pero para mas prepared lang
hahahahha itong tanong na to kaya nyo nang
sagutin isipin nyo lang ano nagagawa nang
media sa buhay ny example entertainment yung
napapasaya kayo ganun)
Theories in Information and Media
1. Allocution- is the one-way distribution of
information through a media channel.
- provider and consumer
2. Character Theory- is used to understanding
media such as print or electronic media texts or
productions such as films and plays.
a. Protagonist- leading character
b. Deuterogamist- secondary character
c. Bit player- minor character whose
specific background the audience is not aware
of
d. Fool- a character that uses humor to
convey messages
Information Literacy (bumalik tayo no? may
mga bagay kasi na binabalikan)
- is a means to express personal ideas,
develop arguments, refute the opinions of
others, learn new things, or simply identify the
truth factual evidence about a topic.
Stages of Information Literacy
1. Identify/Recognizing the sources
2. Determine sources of information
3. Citing/Searching for information
4. Analyzing and evaluating the quality
5. Organizing, storing or achieving information
6. Using information in an ethical, efficient,
effective way
7. Creating and communicating new knowledge.
Media- is the main means of mass
communication regarded collectively and it is
used to transfer information to an audience for
mass informing.
Three types of Media:
1. Print Media- involves the usage of physical
medium, such as paper, and printed and
distributed by a publishing company.
Main Division of publications
a. Reporting- are the ones who write
the content of the paper by investigating news
worthy events and interesting stories.
b. Editing- are the ones who edit the
story content and check if there is a need for
revisions.
Examples of Printed Media
1. Newspaper
2. Magazines
3. Books
4. Pamphlets
Outdoor Media- this are the billboards, poster,
or signs.
2. Broadcast Media- type of media that
transmit information immediately to the widest
possible audience.
- Most convenient and practical way.
- Credibility weak(kasi may limit ang
oras at information na makukuha nila kasi on
the spot lang ito tska live tong broadcast media
di tulad nang print media na madaming silang
oras kumpara sa broadcast media.)
Examples of Broadcasting Media
1. Televisions
2. Radio
3. Speaker
4. Telephone
3. New Media- type of media that now uses the
newest means of communication, digital
technology.
- wide audience.
- not so credible information (hindi
lahat nang nasa computer ay totoo, wag
magpakashunga, masasaktan ka)
Internet- main gateway for accessing
such information is considered to be easiest
way of gaining information.
Media Convergence- merging of the three types
of media.
Broadcast media + New Media= Online
Videos/Online Streaming
Print Media + New Media= Online Articles/
Online Books/ Online advertisement
Mass Media- always played a significant role in
modern world.
Stereotypes- one of the most important
schemes used for orientation in the social
environment.
- It represents the opinions among
members of a specific group about other
groups.
- It is also a subjective and sometimes
evens a false image of reality.
Gender Roles- it is the established the
dominance of men over women in the past.
Racial- relating to race or differences
Racism- prejudice or discrimination
LAST NA TO CLASSMATES KAPIT LANG!!!
WALANG BIBITAW!!!
Media Language- is to convey meaning through
signs and symbols suggested by the way a scene
is set up and filmed.
Five types of Media Languages
1. Visual Language- television and film. Screen
has been chosen specifically to generate a
series of effects and meanings (Semiotics is the
study of science and symbols).
2. Aural Language- Diagetic/non-diagetic sound
for atmosphere and mood.
Diagetic- part of the scene
Non-diagetic- background music (yung
music pag drama okaya horror)
3. Written Language- print based media, also in
text such as captions for photographs.
4. Verbal Language- how the language is
delivered and its context
5. Non- Verbal Language- body language:
gestures and actions.
Media Text- this is the main point of our study
in understanding how media languages create
meaning.
Image Analysis- is an extraction of meaningful
information from images; mainly from digital
images by means of digital image processing
techniques.

Codes and conventions- used together in any

-GOODLUCK!!!
study of genre.

Codes- systems of sign, which create meaning

PRAY FIRST!
to communicate ideas and impression
Technical Codes- all the ways in which GODBLESS!!!
equipment is used(e.g.camera angles,lightning).
Symbolic Codes- include the language,
dress and actions of characters.
LAUS DEO
Conventions- are the generally accepted ways
of doing something and it is also genre specific.
SEMPER!!!
A setting can be used for a number of purposes
such as:

1. Realism- time and place of setting

2. Atmosphere- (Reinforce desire mood) E.g.
horror movie, a post-apocalyptic scene.
3. Symbolism- e.g. candles can symbolize a
romantic atmosphere.

Theme- the subject or a specific theme in a

scene or entire film

Characters
Sympathetic characters- with whom
the audience strongly identifies with. They may
share qualities and values.
Unsympathetic Characters (antagonist)
- audience dislikes them. They increase
sympathy to main character.

Props- props, set, and locations can influence

our interpretation of character as contribution
to the atmosphere of film.

Narrative & Plot- is a linear plot manipulation

of time, suspense, a climax resolution, a sting in
the tail, and an open ending. (E.g. flashbacks)

Sound- builds up the atmosphere.