Media and Information Literacy
Encoding – process by which a message is
The world of Media and Information Literacy
Key Terms:
1. Communicating – is the directed and purposeful
exchange of information and messages between
people by speaking, writing, gestures and signs.
2. Messages – refers to any form of communication
(information, feelings and idea) passed or transmitted
using channel
3. Interpersonal Communication – refers to the
communication between two persons, whether they
are verbal or non-verbal
4. Mass Communication – is the term commonly used
to refer to communication system that are configured
to create, produce and disseminate media text to
mass audience.
Communication
From Interpersonal to Mass Communication
 Communication – refers to people or group of
people imparting or exchanging messages through
speaking, writing, gestures or even using other
symbolic forms by utilizing a variety of channels for
sending and receiving.
 Messages – collection of symbols that appear
purposely organized
(meaningful) to those sending or receiving them
Types of Communication
 Interpersonal communication – form of
communication that involves two or three individuals
interacting through the use of their voices and bodies.
 Mediated Interpersonal Communication –
communication becomes mediated through the use of
devices (pen, telephone or computer). Technology
stands between parties communicating and becomes
the channel by which the message by which the
message is sent or received.
 Organizational Communication – people
communicate differently in a working environment.
(ex. An email sent by the principal to all academic
personnel, faculty meetings, memorandum posted in
the bulletin boards for the personnel to see or in
conference and seminars)
Eight elements that constitute the creation of a message
1. Source – where the message come from. It can be a
person or an organization.
2.
transmitted and communicated to another party.
3. Transmitting – the actual act of sending messages. It
can be either be through the person’s vocal chords
and facial muscles complemented with hand
gestures, if we mean the act of speaking.
4. Channels – technologies are the lines that enable the
act of sending or transmitting. It could be the
telephone, the internet for the voice operated
applications, the radio and TV, or the print media to
communicate more complex messages.
5. Decoding – process by which the receiver translate
the source’s thoughts and ideas so they can have
meaning.
6. Receiver – one who gets the messages that was
transmitted through the channels, the receiver can be
an individual or an organization
7. Feedback – response generated by the message that
was sent to the receiver. It can be either be
immediate or delayed.
8. Noise interference – noise may be treated bith
literally and figuratively. Literally, it is a mechanical
sound that is perhaps more resonant than the
message drowning it. It can also mean other
messages with conflicting tones drowning the original
message.
Being Media and Information Literate
 Literacy – is defined as the “the ability to read and
write.” Some scholars also define LITERACY as the
ability to encode and decode symbol and to
synthesize and analyses messages.
 Media – define as means of mass communication. It
also refers to all nonelectronic, electronic and/or
digital tools used to communicate and disseminate
information or messages.
 Media Literacy – is the ability to read media i.e.,
including its underlying messages.
Media Literacy the New Jersey based National Association
for Media Literacy define ML as the ability to “access, analyse,
evaluate and communicate information”
 Information Literacy – ability to known when there is
a need for information, while at the same time, being
able to identify, locate and effectively use sources of
information.
 Technological Literacy – ability to use the
appropriate technological tool in a responsible
manner to communicate, solve a problem, analyse
data and acquire new learning.
Understanding Basic Concept
(Four Essential Characteristics of Mass Media)
1. Distance – communication between those who send
and receive message (media – speak for information)
is impersonal and uni-directional (source to audience)
2. Technology Driven – mass communication requires
a channel that allows message to be sent and
received.
3. Scale – mass communication implies the capacity for
simultaneous communication with many people at the
same time.
4. Commodity – mass media is not free, i.e., someone
must pay the bill. The one who pays may be sender of
the message, such as advertiser, or the receiver of
the message such as subscriptions to cable TV or
internet connection.
Types of Media
 Print Media
- The oldest form of medium. In the Philippines, it is
represent by books, newspaper, tabloids, magazines,
journals, newsletter and comics.
- a Newspaper is a lightweight and disposable
publication printed on low-cost recycled paper aptly
called Newsprint
- the term Broadsheet is used to refer to mainstream
newspaper that usually have large paper size (305
mm x 508 mm); while tabloids are more compact
width and length (280 mm x 430 mm)
- at present, these are about 13 nationally distributed
broadsheets from a high of 22 after the EDSA
revolution, these are about 300 to 400 provincial
paper in the country
- Tabloids is called as such primarily due to its size,
but at times, it is also because of reputations
- The term tabloid journalism implies a lower standard
in factual reporting and often suggest a biased
emphasis on crime news and celebrity gossip.
- Most tabloid in the Philippines are written in the
Filipino language or in the local dialect
- Another popular form of print media is Magazine.
These usually cater to a specific audience with
special interest.
- Komiks, on the Filipino version of the American
comic book, is primarily for entertainment but is also
use by the government and non-government
organizations as a medium to bring message to mass
audience.
 Broadcast Media
- Such as the television and the radio, can be defined
as media that distribute audio and video content
airwaves. Cable television is included in the
discussion of broadcast media.
- According to the 2012 annual report of the National
Telecommunication Commission (NTC), the
Philippines has 400 radio stations on the AM band
and 844 FM band.
- DZRH the oldest existing radio station in the country,
est, as KZRH on July 15, 1939 by Samuel Gacher
the owner of H.E Heacock Co.
- The television has become a more popular medium
than the radio. It also replace print media as the
primary source of news.
- According to NTC (2012), there are 388 registered
television stations in the country.
- Many of the provincial stations are affiliated to main
broadcast networks located in the Metro Manila.
- On the other hand, NTC (2012) also reports that
these are about 1137 cable TV networks in the
country.
- The primary cable companies in the country are,
Skycable, Destiny, Global and Cablelink
- There are also direct-to-home satellite companies
that provide cable channel such as Dream, G sat and
Cignal Digital TV.
 New Media
- New Media are those information and entertainment
providers accessed via the internet or through mobile
communication, such as online newspapers,
independent and alternative online news sources,
informational websites and blogs.
- According to media research institutions, Internet
use in the country has grown exponentially from a
mere 2 million in 2000 to 44 million in 2014. Of these
some 29 million have Facebook accounts.
- The Philippines ranks 6th among the top 10 internet
users in Asia.
 Film
- Also known as motion picture, movie and cinema, it is
produced by various techniques with the aim of telling
a story, completely fictional or based on real life.
- The term Film comes from the fact that photographic
film (i.e., film stock) was the medium for recording and
displaying motion pictures.
- Film is considered by many to be an important art
form with the primary purpose of entertaining its
audience.
- The Philippines has one of the oldest film industries
in the Asian region and remains the leader in
Southeast Asia.
- The mainstream film industry has been registering a
decline in 2004, from high of making 200 films a year
in the 1980s to an average of 30 films in recent year.
- There are several types of film, but the most common
are called feature films, short films and
documentaries.
- Hollywood and Filipino movies shown during the
Manila Fil Festival are Featured Films, usually 90
minutes to 120 minutes.
- Bollywood films, produced in India are usually 120
to 180 minutes.
- A short film, on the other hand, is usually 10 minutes
t0 30 minutes in length and is usually produced by
film students, alternative producers and animation
Functions of Media
houses.
- Alternative films or indie films are those produced by
independent filmmakers.
- Documentary Film is actually the oldest type of
motion picture. Documentaries are nonfictional
movies intended to record some aspect of reality,
primarily for the purpose of advocacy, expounding on
a current issue or event, and/or maintaining a
historical record.
 Advertising Media
- In latin, ad vertere means “to turn around”
- Advertising is the way firms communicate their
products and service to the public. It helps inform the
customers about the brands available in the market
and the variety of products useful to them
- Advertising is the mass media content intended to
persuade a targeted audience to take an action
toward product, service or idea. It extend the reach of
marketing through channels of communication.
- Some advertisements are disguised as informational
content
- In broadcast media, these are called Infomercials
- Advertising is an important aspect of business
because it helps increase the sales of products and
services. It provides information about a product.
- Advertisement (ads) can also be used for advocacy
purpose, ex. Government and non government
organizations use advertising to make people more
aware about social issues such human, trafficking,
environmental concerns, alcohol addiction, or the
importance of honest voting during the election
period.
 Indigenous Media
- Indigenous media should not be equated to media
that is produced by and for other underserved groups,
such as ethnic minorities, women, and the youth.
- Indigenous people often do not know hot to engage
the media from their village, which usually deprived of
electricity, telephones, the press or even radio and
television.
- Media scholars are trying to save indigenous oral
traditions usually embodied in indigenous media, such
as folks songs, poetry and other expression that are
transmitted orally from one generation to the next.
- New indigenous media are more skin to community
media, which is the attempt of native people to use
media technologies to preserve their cultures,
languages and aesthetic traditions; combat
discrimination; and advocate for their resources and
ancestral rights.
 As an Information Source. A medium essentially
communicates something and therefore, informs use
of a particular something.
 As a tool of persuasion. Information helps shape
our opinion, but some media like editorial opinions
and advertising, primarily aim to persuade audiences
to act on something.
 As a form of entertainment. These reasoning has
unfortunately led to shallowness in the presentation of
TV news, such as spending much time of the 30
minutes newscast on celebrity gossips. At the same
time, television and film are essentially geared toward
entertainment even as they provide the audience
means of escape from their humdrum daily schedule.
 As tool for the Transmission of culture. Culture
can be defined as “the expressed and share values,
attitudes, beliefs and practices of a social groups,
organizations or institution”. But those values can
only be shared through communication, which means
that some form of media or means of communication
is involved. What is produced by media is influenced
by cultural values; how the texts are formed and
represented are influenced in the same way; and the
reading of the text are also subject to both abstract
and particular cultural viewpoints.