Communication

is an exchange in information or news. These are acts that make

us of words, sounds, signs, or behavior to express your ideas and
thoughts.

Communication Models
Communication models were created to explain the human
communication process

1. The First Major Communication Model

The first major model in communication came in 1949 by
Shannon and Weaver. The Linear Model of Communicaton followed
the basic concept of communication wherein it is the process of
sending and receiving messages or transferring(channel) information
from one part (sender) to another (receiver).

The basic components of the first major communication model

consists of the following:
Sender - channel - Receiver

The Evolution of the Communication Model:

David Berlo expanded the Linear Model of Communication to SMCR

Model of Communication. The Sender - Message - Channel -
Receiver Model of Communication separated the parts clearly
because of the Message component.

The Rules in the Communication Process:

Communication is a social iteraction where at least two interacting

agents share a common set of signs and a common set of semiotic
rules. (Schramm)

The three levels of the semiotic rules in the communication process

are the following:

Sematic (signs and symbols and what they represent)

Pragmatic (relations of expressions and their users)
Syntactic (formal properties of signs and symbols)

2. The 10 Levels of Intimacy in Communication:

Andre Abrahams ranked the different forms of communication in

terms of intimacy
Talking is the most intimate form of communication because of the
sender and the receiver's presence. Twitter is the least intimate form
of communication because the message you are going to send is
limited. You are only allowed a few characters to send the message
you desired.

Media

Media are communication channels which news, entertainment,

educaiton, information or promotional messages are disseminated.
This may include everything that is broadcasted and narrow casted
in different mediums like newspapers, billboards, direct mail,
magazines, telephone, television, radio, fax, and the internet. In the
Philippines, print media is the number 1 widely used media next to
some electronic media.

Media Roles
Media has multiple roles. The following are the roles of media to the
public:

Act as channels of information and knowledge

Facilitate informed debates
Provide us with information about the world beyond our
immediate experience
Function as an advocate and social actor in its own right while
respecting pluralistic values
Build a sense of community
Function as a watchdog of the government in promoting
transparency
Act as a facilitator of democratic process
Serve as a vehicles for cultural expression and cultural cohesion

Information

Information are facts learned or provided about something or

someone. These are often conveyed or represented through
symbols, events, experience, details and many more.

The Internet: Means of Communication

The internet plays a vital role in communicating information in the

Philippines because the internet has a large number of users.

The Internet: Source of Information

The internet is an important source of information because of the
following:

It has a wide array of publishers

It has vast information from the culture to science
It has an archive of all the news globally

Information can be accessed across the globe through different

platforms in the internet creating conveneience in information
accessibility.

Information can also be accessed through:

Facebook
Blogs
Online Journals
Twitter
Websites
LinkedIN
Facebook: A Channel for communication

Facebook is a popular means for communication, especially in the

Philippines. It features that makes it a channel for communication
are the following:

Facebook chat allows you to communicate real time despite

geographical locations
Facebook status allows you to send to your reader's a message
you want to convey
Facebook comment can be a form of communication for
feedback.

As a means of communicating information, Facebook has been a

medium of sharing authentic news, fake news, satiristical information
and many more. Today, traditional media like the television, radio
and newspaper have utilized Facebook to reach more audience and
as an alternative medium in delivering information.

Effects of Facebook as a means of Communication:

A negative effect of Facebook is that communication becomes less

personal. However, it allows you to easily connect with anyone
anytime and causes young individuals to engage in a favorable
behavior when communicating.
Facebook has changed the world because it:

Changed how we keep in touch

Changed the way we share our lives
Changed the way we consume information
Changed the way we view privacy
Changed the way people are bullied
Changed the way businesses interact with customers

Media and Information

Media and information can and cannot influence its audience but
generally, it influences majority of its audience. Media and
information can influence the audience because these dictate the
audience what to do and what to think and at the same time triggers
a social response to its audience. Media and information cannot
influence some of its audience because these can be filtered by their
audience.
Literacy is the most standard term that applies to a person's ability
to read a word. This term has expanded because of the dynamism of
technology. On the other hand, Media Literacy is a type of literacy
that refers to our ability to expose ourselves to media to process and
interpret the meaning of the messages we encounter thru media and
create media.

The Seven Skills of Media Literacy

1. Analysis - breaking down a message into meaningful elements

2. Evaluation - judging the value of an element; the judgement is
made by comparing a message element to some standard
3. Grouping - determining which elements are alike in some way,
determining how a group of elements is different from other
group of elements.
4. Induction - inferring a pattern across a small set of elements ,
then generalizing the pattern to all elements in the set.
5. Deduction - using general principles to explain particulars
6. Synthesis - assembling elements into a new structure
7. Abstracting - creating a brief, clear and accurate description
capturing the essence of a message in a smaller number of
wrods than the message itself.

The Building Blocks of Media Literacy

There are three building blocks of media literacy - skills, knowledge

structures, and personal locus. The combination of which are
necessary to create a wider set of perspectives on the media.

Skills - tools you use to build the structure of your idea

Knowledge structures - set of organized information in your

memory

Personal locus - your goals and drives

Media literate youth and adults are able to understand the complex
messages received from the television, radio, internet, magazines,
books, billboards, music and other forms of media. They are able to
access, analyze, evaluate and create media as a result.

Information Literacy on the other hand, is the ability to recognize

when information is needed and to locate, evaluate, effectively use
and communicate information in various formats.

The nature of information literacy can be summarized by the

following:

It emphasizes the need for careful retrieval and selection of

information in all aspects of personal decision-making
it emphasizes criticcal thinking, meta-cognitive, and procedural
knowledge used to locate information in specific domains, fileds,
and context.

Gaining skills in becoming information literate multiplies the

opportunity of an individual's self-directed learning, as they became
engaged in using a wide variety of information sources to expand
their knowledge to ask informed questions and to sharpen their
critical thinking.

Media and Information Literacy

Media and Information LItercy (MIL) consists of the knowledge, the

attitudes, and the sum of the skills needed to know when and what
information is needed; where and how to obtain that infomation; how
to evaluate it critically and organize it once it is found; and how to
use it in an ethical way. The MIL concept extends beyond
communicatio nand information technologies to encompass learning,
critical thinking and interpretative skills across and beyond
professional and educational boundaries. Media and Information
Literacy inclues all types of information resources: oral, print, and
digital.

Importance of Media and Information LIteracy

The importance of Media and Information LIteracy could be

summarized into the following:

To make informed decisions

To learn about the world
To build a sense of community
To maintain public discourse
To engage in lifelong learning

Effects of Media and Information LIteracy

Media and Information Literacy (MIL) is now considered as a new

emerging field of human rights that promotes greater social
inclusion. It bridges the gap between the information rich and the
information poor. It endows individuals with knowledge of the
functions of the media and information and the conditions under
which these functions performed. It is closely related to Lifelong
Learning which enables individuals to attain their goals and take
advantage of the emerging opportunities in the dynamic global
environment.
The Similarity of Media Literacy and Information Literacy

Media literacy and information literacy are coupled also by the

requirement of critical evaluation, regarded in both cases as a kind of
default quality. In the case of media literacy this can be an
examination of the constructedness of media messages (Hobbs,
2006a)

Digital Literacy

Paul Glister (1997) explained that digital literacy is an ability to

understand and to use information from a variety of digital sources.
Bawden (2001) defined digital literacy as the ability to read and
comprehend hypertext. Digital literacy has four core competencies:

Internet searching
Hypertext navigation
Knowledge assembly
Content evaluation

Examples of Digital Literacy

 Understanding how to use web browsers, search engines, and
blogs
Evaluating online resources for accuracy of information
Using online classes to enhance learning in the classroom
Choosing appropriate media to showcase learning
Using technology in presenting class reports
Using the web for researching
Creating online content for learning

Simply, the usage of the tools represent digital literacy. Digital

literacy is intertwined with media literacy when there is interpretation
(analysis and evaluation) and creation of images in visual literacy.
What distinguishes digital literacy from other types is its focus on the
skills and strategies required to read, write, view, listen, compose,
and communicate information on a screen (Carroll 2013), as well as
its recognition of users of technology as digital citizens creating
digital footprints. Being a good digital citizen means understanding
and applying appropriate and responsible uses of internet and
technology. In digital citizenship, the top issue is plagiarism.
Students are constantly sharing content, they may not know when
simply copying information from the internet. As such, cyber bullying
is also rampant. Cyber bullying is common among students that may
be pervasive in schools and online communities.

Plagiarism
Plagiarism is copying another's work or borrowing someone else's
original idea. Copying and borrowing can disguise the seriousness of
the offense of idea theft.
Cyber bullying
Cyber bullying is when someone is tormented, threatened,
harassed, humiliated or embarrassed using the internet platform,
interactive and digital technologies or mobile phones.
RESPONSIBLE USE OF MEDIA AND INFORMATION

With the explosive growth of publishers online, there are publishers

who create and share information that are unverified and incomplete.
These are types of information that we should not be sharing online
because these cause confusion online. this type of information
includes hoax, satirical news , and false news and information.
Sharing your address, contact number and bank account number is
risky and should be avoided to protect yourself online form harm and
identity theft. NEVER SHARE PERSONAL INFORMATIONS
ONLINE

Consequences for Misbehaving Online

Suspension of Job - whenever you're carrying company, you

may be suspended or worst you may lose your job as this will
compromise the image of the company since you are part of
them.
 Deletion of account - if the entirety of the account is against the
terms and regulations of the social site, your account will be
completely deleted.
Online Harassment - unfavorable behavior online may lead to
online harassment.

What are some behaviors online that are deemed irresponsible?

Making derogatory comments about individuals or organizations

Sharing confidential information about others
Sharing sexually explicit, racist, homophobic or inflammatory
material
Flaming or trolling - deliberately provoking arguments
Making allegations about others
Digital Footprints
A digital footprint is the data trail left by an individual's interactions
online; thus, this data is a public record and can be accessed by
anyone for whatever purpose. A digital footprint is a public record of
:

What you said

What was said about you
 What you liked, retweeted or shared
Wher you are or have been

Also, there are less public information, but something that everybody
should be aware of, These includes the following:

What you've clicked on

What you've searched for
Your IP (Internet Protocol) address

Digital footprints are often used for marketing purposes - creating

new marketing strategies because these information are able to
support the plans created by the marketing people. It is sometimes
used by Human Resource personnel as verification of a job
applicant's profile to futher authenticate the information relayed by
the applicants. Since these types of information are easily
accessed, it also makes it easy for anybody to impersonate or
commit fraud using someone else's personal information.

Digital Content

Digital content are products that are available in digital form

meaning these are found online. This may include music ,
information and images that are readily available for download or
distribution on online media. Digital content is anything published
online. If you are on the internet, most likely you are looking at,
watching, or listening to a piece of digital content according to Mullan
(2011)
Digital content has the following purpose:

To entertain - having a strong emotional appeal to an audience

To educate - to let the audience know about the products or
services
To persuade - slightly more emotionall charged; content that
changes the mind of the consumers
To convert - content that triggers the decision-making process of
the brain.

TYPES OF DIGITAL MEDIA

Paid Media - closely associated with advertising and is the most

traditional type of digital media
Earned Media - referred to as online word of mouth
Owned Media - any media that is controlled by you

Authenticity of Media
Any kind of media can relay information but there are signs to look if
the media that relayed authentic information.
1. Content creation
Creating content online has some similarities in developing your
speech. You need to know your audience to whom you targeted to
send the message across. Their general age, gender, education
level, religion and culture are some of the things you need to
consider in your audience. The audience plays a vital role in content
creation. Research helps the content producer determine the kind of
approach you are going to apply on your content and the channel
which you are going to use to publish your content.
Research helps you find out what is the most shared content for
your audience. This will also help you look for popular and current
subjects that is relevant to the kind of message you will convey
according to Pring (2012).

2. Online source's Credibility

According to the University of Wisconsin in USA, there are six
ways to tell if a website is credible:

Author - information on the internet with a listed author is an

indication of a credible site
Date - date of any research information is important including
information found on the internet. It allows readers to know if the
information is recent enough
Sources - books and scholarly articles should cite the source of
the information presented.
 Domain - domain such as .com , .org and .net can be used by
any individual. The domain .edu is for colleges and universities
while .gov for a government website. Be careful with .org
because this is usually used by non profit organizations which
may have an agenda online.
Site design - This can be very subjective. A well design site can
be an indication of more reliable information

Writing Style - Poor spelling and grammar are an indication that the
site may not be credible. The internet can be a hotbed of inaccurate
information. Look for the creator or writer of the website or article in
particular. If you find that it is written by an expert in the field or that
site is published by a major association then the information is
accurate according to McCormick.

Below is an example of a satiristic image meant to confuse the

public:
3. Citing Sources
 According to MIT Libraries, it is important to cite sources you used
in your research for several reasons:

To show your reader you've done proper research by listing

sources you used to get your information
To be a responsible scholar by giving credit to other researchers
and acknowledging their ideas
To avoid plagiarism by quoting words and ideas used by other
authors
To allow your reader to track down the sources you used by
citing them accurately in your paper

4. Copyright
According to the Intellectual Property Code, copyright is the legal
protection to the owner of the rights in an original work. Original work
refers to every production in the literary, scientific, and artistic doman
which includes books, films, paintings, photographs
Prehistoric Age
The Preshistoric Age is the time where there were no written
accounts of history. Anything prior to the first written accounts of
history is prehistoric. Petroglyphs are carvings or engravings in rocks
or caves while pictographs are sketches and paintings that usually
depict nature. Megalithic art involves the process of arranging or
stacking together artistically the stones or big rocks for a certain
purpose.

Industrial Age
It was in the industrial age where, oral and written forms of
communication started. Story telling was the primary method of
delivery. Printing press was developed and later on books too.

Electronic Age
Electronic age began when electronic equipment including
computers came into use.

Information Age
Information age is associated with the digital revolution. This
period refers to the rise of several online platforms for
communicating. In 1989, Tim Berner-Lee, a graduate of Oxford
University, invented the World Wide Web for global information
sharing. IBM Simon or the Simon Personal Communicator is the first
device that could really be referred to as the first smartphone
because it can make and receive call, send faxes and emails, and
more.
Six Degrees is widely considered to be the very first social
networking site. Founded by Andrew Weinrich in 1996, the site has
popular features such as profiles, friends list, and school affiliations
in one service.

Traditional Media
Traditional media is synonymous to television, radio, newspaper,
newsletter, and other print publications. It has a very broad
exposure because it considers everyone, regardless of age, as its
audience.

New Media
 New media simply describes content available on demand through
the internet according to webopedia.com

According to webopedia.com, new media includes:

Websites and blogs

Streaming audio and video
chat rooms
email
online communities
social media and sharing platforms
web advertising
DCD and CD-rom media
Virtual reality environments

New media has a method to accurately target relevant audience ,

which results for the message to be delivered to the right persons.
Social media offers its audience a means of direct communication
with the content-producer. they can interact directly.

New media creates an active involvement among its audience

because it has a two-way form of communication. IT welcomes
criticisms and attempts to learn from it and getting involved in any
discussion.

According to Inquirer, mobile technologies and social media have

been changing the mass media landscape. Beyond the traditional
news source, various platforms and models for information
dissemination have continued to evolve opening more platforms for
online publishing. New media is changing the overall media
landscape according to ARceo in her study regarding the Traditional
Media and New Media. New media enables content to be easily
accessed by everyone and can be in different rooms. It creates
things from the traditional media more powerful. The success of
media lies in its power of storytelling. Story telling provides a means
to document the news, history, character, and identity of a
community.
 Nowadays, everyone is expected to have an open mind facing
some societal issues. In fact, it is encouraged to look through the
various perspectives in addressing the issue. It is not enoug to see
the reality in only one lens. One may use these senses: political,
economic, social, technological, legal and environmental. Media
shapes the minds of the viewers. In fact, some theorists dedicate
their whole life's work looking for the effect of media consumption in
media. These media stereotypes leave some negative effects to the
sectors of the society being portrayed.

Women and the Media

Women continue to be predominantly represented in passive and

stereotyped roles in film and television. This extends beyond fictional
representations to news media - women are farm more likely to be
referred to in terms of their age, physical appearance or family role
than men in the news. Women are also less likely to appear in
important roles behind the scenes.

From the effect of celebrity culture on young women's and girl's

body image , to the stereotyped portrayal of rape survivors to a
chronic underrepresentation of female news subjects, our attitudes
are molded by these media and wider cultural representation of
women. Also popular media focuses much more heavily on a whole
host of negative or limiting aspects of women, including an intense
scrutiny of and emphasis on their looks and a keen focus on how
they're struggling so hard to balance life and work, how catty and
demeaning they can be to each other or how they'll throw each other
under the bus in order to rise to the top.

Because of the stereotypes created by the media, some women

receive some negative effects. Our attitudes to women and women's
equality are shaped in multiple ways; they are informed by our
upbringing, social values and our personal experiences. Two of the
other most important influencers are what we experience in popular
media and culture, and what we learn in schools and education. Our
media and cultural representations of women have a huge impact on
how girls and women are viewed and view themselves - and on
public attitudes to women and women's equality. How boys and girls
are treated at schools, the value they experience and what they are
taught all make a huge difference.

The Women's Media Center's annual report is out, and the status of
women in news and entertainment is also as bleak as ever. Little
progress has been made in most areas, and there are some places-
like sports journalism -- where women ahve actually lost ground.
Representation of women in sports journalism dropped from 17% to
10% last 2014

The negative portrayal of women in media shows that men are not
only largely in charge of the government and news in all aspects of
society, but they also dominate the voices and news exposed to the
broader world.
In order to address this negative portrayal of women in media:

Media literacy should be promoted among the audiences

Media companies themselves should regulate the portrayal of
women in their own shows
Women themselves should initiate a campaign to ensure that
media companies will change the way they portray women

PWDs and Indigenous People

Like women, the Persons with Disabilities (PWDs) and the
Indigenous Peoples also experienced some negative portrayal by
the media. It is important to understand how media portrays them in
order for media consumers themselves to be more critical with what
the media is feeding. The media continue to enforce disability
stereotypes portraying disabled individuals in negative un-
empowering way. In his 1991 study, Paul Hunt identified 10
stereotypes that the media use to portray disabled people:
 The disabled person as pitiable or pathetic
An object of curiosity or violence
Sinister or evil
The super cripple
As atmosphere
Laughable
His/her own worst enemy
As a burden
As non sexual
Being unable to participate in daily life

The media often use impairment to add atmosphere to a piece of

writing, film scene or radio play for example. The use of disability as
evil or superhuman leads to one dimensional basic disabled
characters. Disabled characters have 'super' qualities in order to
elicit respect from non-disabled people. There is also
underrepresentation of PWDs in media not because they don't want
to work within the industry; it's just that they are struggling to be
employed. Current media professionals need to change their
attitudes and allow disabled people and disability to be a part of the
agenda

In order to address the negative portrayal of PWD in media:

Media literacy should be promoted among the audiences.

Media companies themselves should regulate the portrayal of
PWDs in their own shows
 PWDs themselves should initiate a campaign to ensure that
media companies will change the way they portray PWDs

The indigenous people on the other hand, are also portrayed

negatively by the media. These portrayals of the indigenous people
have become widespread in movies and TV programs and in
literature ranging from books to comic strips. Such depictions have
become a comfortable frame of reference for most of us each time
there is a question about indigenous people.

A general climate of "political correctness" has dovetailed with

genuine efforts being made by media producers to counter the more
overt forms of racism in films and television but subtle vestiges of
indigenous peoples stereotyping still remain. Some of the most
common stereotyping traps are various forms of romanticization;
historical inaccuracies' stereotyping by omission; and simplistic
characterizations.

Media depictions of indigenous people can influence how Native

people see themselves because inaccurate and negative depictions
have psychological consequences to the indigenous people. It also
motivates them to identify themselves with representations, even if
they are inaccurate, "simply because one representation is better
than no representation."

In order for a journalist to effectively cover indigenous people affairs,

he or she needs to mind one's words and research about the topic.
In order to address the negative portrayal of indigenous people in
media:

Indigenous people should initiate a campaign to ensure media

companies wil lchange the way they portray indigenous people
Media literacy should be promoted among the audience.
Media companies should regulate the portrayal of indigenous
people in their own shows.
Sources of Media and Information
People nowadays experience what we call tyranny of choices. It
means that they have a lot of options where to get information, but at
the end of the day, they are already confused on where to get these
information. Information can almost be found anywhere: from
people, books, journals, websites, even from social networking sites.
It is important for media consumers to important to understand these
types and to know what type is appropriate for your coursework prior
to searching for information.

In general, there are three types of resources or sources of

information : Primary, Secondary and Tertiary
Theses sources are also subcategorized into internal and external
information.

Primary Information

Primary sources are original materials on which other research

studies are based. They report a discovery or share new information.
First-hand accounts and information relevant to an event are
presented by this type of information source. They present
information in its original form, not interpreted or condensed or
evaluated by other writers. They are usually evidence or accounts of
events, practices or conditions being researched and created by a
person who directly experienced that event. Primary sources are the
first formal appearance of results in print or electronic formats.
Examples:

Original Written works - diaries, court records, interviews,

surveys, and original fieldwork, journalistic reports, financial
reports, government documents, archeological and biological
evidence.
Research published in scholarly/academic journals

Secondary Information
On the other hand, a secondary source of information is one that
was created by someone who didn't have first-hand experience or
did not participate in the events or conditions being researched. A
secondary source of information is one that provides information
from a source other than the original . Secondary sources are
processed primary sources, second-hand versions. They are
generally accounts written after the fact with the benefit of hindsight.
Secondary sources describe, analyze, interperet, evaluate, comment
on and discuss the evidence provided by primary sources.
Examples:

Reference materials - dictionaires, encyclopedias, texbooks

Books and articles that interpret, review or synthesize original
research/fieldwork such as commentaries, criticisms, histories,
literature reviews and monographs.

Tertiary Information
The third source of information is the tertiary source. Generally,
tertiary sources are not considered to be acceptable material on
which to base academic research. Tertiary sources are usually not
credited to a particular author. They are intended only to provide an
overview of what the topic includes, its basic terminology and often
references for further reading.
Examples:

guidebooks
manuals
population registers statistics
fact books
SOURCES OF INFORMATION

1. Newspapers
Newspapers are intended for general audiences, but one
should watch for:

authors usually not experts

If a story is breaking, corrections to initial report likely
Editorial bias of a publication
Examples of local newspapers are : Philippine Daily Inquirer,
Philippine Star, Manila Bulletin
2. Magazines
Another source of information is the magazine. A magazine is a
collection of articles and images about diverse topics of popular
interest and current events. Usually these articles are written by
journalists or scholars and are geared toward the average adult.
Popular magazines are intended for general audience, or those with
a specific, recreational interest( e.g. sports, fashion, science, etc.).
One should consider the authority of its writers, citation of sources,
and editorial bias of the publication. On the other hand, professional
and trade magazines are intended for professional organizations or
professionals or scholars with similar interests. Readers should
watch for articles that vary between short and easy to lengthy and
highly specific; that lacks attribution of sources; and that
characteristics in common with both popular magazines and
scholarly journals.
3. Academic Journals
Aside from magazines, one can also gather some important
information from a journal. A journal is a collection of articles usually
written by scholars in an academic or professional field. An editorial
board reviews articles to decide whether they should be accepted.
Articles in journals can cover very specific topics or narrow fields of
research. :These are intended for scholars, researchers,
professionals, and university students in particular field. One should
be careful for terminologies and/or data that are difficult to
understand.

4. Books
Aside from academic journals, books are also one of the best
source of information. Books cover virtually any topic, fact or fiction.
For research purposes, you will probably be looking for books that
synthesize all the information on one topic to support a particular
argument or thesis. LIbraries organize and store their book
collections on shelves called "stacks" . Its intended audience varies
from general audience to scholars. ONe should be mindful for dated
information and publication bias.

5. Almanac
Almanac also contains tons of interesting information, such as
weather predictions, the best dates for planting crops, when the sun
will rise and set, the dates of eclipses. Alamanacs even include such
miscellaneous information as world records, population statistics,
recipes, holiday trivia and predictions about trends in fashion..
6. Websites
Aside from almanacs, websites are best for looking news,
government information, company information and alternate points of
view. They are intended for the general audience but the information
gatherer should check for the credibility, accuracy and sources of the
articles and their publication bias.

7. Databases
Due to the advancement of technology, databases make the lives
of researchers easier and more efficient. They also contain citations
to podcasts, blogs, videos and other media types. Some databases
contain abstracts or brief summaries of the articles, while other
databases contain complete, full text articles.
8. Encyclopedias
Encyclopedia is also a great source of information. They are
collections of short, factual entries often written by different
contributors who are knowledgeable bout the topic. There are two
types of encyclopedias: general and subject. General encyclopedias
provide concise overviews on a wide variety of topics. Subject
encyclopedias contain in-depth entries focusing on one field of study.
They are best for looking for background information on a topic and
finding key ideas, important dates or concepts.
Language

Language pertains to the technical and symbolic ingredients or

codes and conventions that media and information professionals
may select and use in an effort to communicate ideas, information
and knowledge.

Media languages are codes, conventions, formats, symbols and

narrative structures that indicate the meaning of media messages to
an audience.

Semiotics
On the other hand, semiotics is the relationship between a sign, an
object, and a meaning.
The sign represents the object, or referent, in the mind of an
interpreter.
“Interpretant” refers to a sign that serves as the representation of an
object.
Signs can be verbal (words) or nonverbal.

People are interpreters of signs. Signs have three factors that guide
interpretation:

The designate aspect directs to interpreter to a particular object

The appraisive aspect highlights object qualities, enabling
evaluation
The prescriptive directs one to respon in specific ways

Signs & Human Interactions

Human action involves signs and meanings in three ways:

-The perception stage - the person becomes aware of a sign.

-The manipulation stage - the person interprets the sign and decides
how to respond to it.
-The consummation stage - the person responds.

Three signs and values connections:

-Detachment happens when the person or system maintains

autonomy (independence).
-Dominance happens when the person or system takes precedence
over, controls, or dominates another person or system.
-Dependence happens when the person or system needs, is
controlled by, or dominated by another person or system.

According to Langer's Theory of Symbols:

Symbolism underlies all human knowing and understanding.

-A symbol is “an instrument of thought,” allowing a person to think
about something apart from its immediate presence.
-Symbols become meaningful in discourse.
-Symbols can be discursive or non-discursive.
Meanings can be found in both non-discursive and discursive
symbolism. Discursive symbolism is language-based thought and
meaning. Non-discursive symbolism is also nonverbal-based
emotion and meaning. Some of its examples are art, music, and
dance.
Signs:

Every sign has meaning and the potential for multiple meanings.
Multiple meanings are socially and culturally influenced.
Signs have both denotative and connotative meanings.

Technical Codes

Technical codes are all the ways in which equipment is used to tell
the story in a media text. These are also the codes that are created
by the technology of the medium.

Some examples of technical codes are:

Ominous music to communicate danger in a feature film

High-angle camera shots to create a feeling of power in a
photograph
The larger and bolder font of a headline to indicate its importance

Technical codes can also be applied in the camera angling, lighting

effects, lay outing, cropping, and applying lettering fonts and styles.
Convention

Convention, in media context, means:

A standard or norm that acts as a rule governing behavior

The generally accepted ways of doing something
Codes that are used by, and understood by, members of a particular
culture
Can be found in what people wear, how they speak, their
mannerisms, vehicles, buildings, colors, background sounds, music,
flags, symbols and many other things

Some examples of convention are:

Use of interviewee quotes in a print article

A reporter asking for permission before recording a source

Codes and Conventions

Codes and conventions are used together in any study of genre – it

is not enough to discuss a technical code used such as camera
work, without saying how it is conventionally used in a genre.
For example, the technical code of lighting is used in some way in all
film genres. It is a convention of the horror genre that side and back
lighting is used to create mystery and suspense – an integral part of
any horror movie.
Messages

Message is the information sent from a source to a receiver.

Some of the examples of a message are:

The news report from a TV correspondent

The public service announcement about the government's war on
drugs
A newspaper columnist giving his comment on the recent Oscars
scandal

Stakeholders in Producing and Assessing Media and Information

Languages

Audiences are:
groups of consumers for whom a media message was constructed.
anyone else exposed to the message
the recipients of the intended communication.

Producers are the people engaged in the process of creating and

putting together media content to make a finished media product.
Other stakeholders involved in producing and assessing media and
information languages are libraries, archives, museums, internet and
other relevant information providers.
Piracy according to UNESCO, "piracy" includes the reproduction
and distribution of copies of copyright-protected material, or the
communication to the public and making available of such material
on on-line communication of networks without the authorization of
the right owner(s) where such authorization is required by law. Piracy
concerns different types of works, including mucis, lierature, films,
software, videogames, broadcasting programs and signals.

According to Rilloraza et al. Media piracy is slowly increasing its

popularity in the internet, in the market, schools and the community.
In simpler terms media piracy has flourished. For example, it has
already replaced books and other materials in terms of searching for
information.

Intellectual property
Intellectual property refers to the creations of the minds, such as
inventions; literary and artistic works; designs; and symbols, names,
and images used in commerce. According to the World Intelectual
Property (WIPO), intellectual property is divided into categories:
industrial property and copyright.

Copyright covers literary works (such as novels, poems and plays),

films, music, artistic works( e.g. drawings, paintings, photographs
and sculptures) and architectural design.Copyright also covers those
of performing artists in their performances, producers of phonograms
in their recordings and broadcasters in their radio and television
programs.
Industrial property includes patents for inventions, trademarks,
industrial designs, and geographical indications.

Patent
A patent is an exclusive right granted for an invention according to
WIPO. A patent provides protection to patent owners. Protections is
granted generally for 20 years.

Intellectual Property Rights

Intellectual property rights according to WIPO, allows creators or
owners of patents, trademars or copyrighted works to benefir from
their own work or investment in a creation. According to the US
Chamber of Commerse, intellectual property rights are important
because:

it creates and supports high paying jobs

it drives economic growth and competitiveness
it protects consumers and facilities
it generates breakthrough solutions to global challenges
it encourages innovations and rewards entrepreneurs.

Intellectual property rights according to WIPO, reward creativity and

human endeavor which fuel the progress of humankind. An example
would be with the rewards provided by the patent system,
researchers and inventors would have little incentive to continue
producing better and more efficient products for consumers. The
Intellectual Property Code of the Philippines, the State recognizes
that an effective intellectual and industrial property system is vital to
the development of domestic and creative activity, facilitates transfer
of technology, attracts foreign investments and ensures market
access for our products. The term intellectual property rights consist
of :

Copyrights
 Trademarks
Geographical indications
Industrial designs
Patents
Layout designs of integrated circuits
Trade Secret

Trademark
According to the intellectual property code of the Philippines, a
trademark means any visible sign that can distinguish an enterprise's
goods and services. It includes a stamped or a marked container of
goods.
Geographical INdication
According to the intellectual property office of Singapore, a
geographical indication (GI) is a sign that identifies a product as
originating from a particular location which gives that product a
special quality or reputation or other characteristic.
Industrial Design
An industrial design refers to the ornamental aspect that includes
the shape, configuration, or pattern applied to an article. According
to WIPO, protecting industrial designs helps to promote economic
developmenet by encouraging creativity in the industrial and
manufacturing sectors, as well as in traditional arts and crafts.
Designs contribute tothe expansion of commercial activity and the
export of national products.
Layout-Design of an Integrated Circuit
A layout-design (topographies) of an integrated circuit usually
refers to the three-dimensional or detailed description of the
elements and interconnections of an integrated circuit.
Trade Secret
According to the Intellectual Property Office of Singapore, a trade
secret is an information that is important to an enterprise and is not
known to the public. Examples of trade secrets may include the
following:

A formula for a drink

Survey methods
recipes
marketing strategies
manufacturing techniques

Copyright
Fictions or non-fictions writings, photographs, software, formulas,
performances, musical works, drawings and recordings of dramas
can be copyrighted. Any work of intellectual expression can be
copyrighted. The three conditions to be met for intelectual
expression can be copyrighted are the following: It is original, It
includes a degree of creativity and it is in fixed format.

Copyright include the following rights: The right to reproduce,

distribute, display or perform the work in public and to create
dervatives of an original work.

Infringement is any action of breaking an agreement or a law, without

the permission of the owner. Typically, the author alone is the one
who owns the rights. Multiple authors share the copyrights.
MOreover, copyrights can be given or sold as part of the contract.
Digital citizenship are norms of appropriate behavior in the usage
of technogy. There are nine themes of digital citizenship

1. Digital access
This refers to the full electronic participation in society. Users
need to be aware that not everyone has the same opportunity when
it comes to the use of technology.
2. Digital commerce
It refers to the electronic buying and selling of goods. Users
need to understand that a huge portion of today's economy is being
done electronically.
3. Digital Rights and Responsibilities
This refers to the freedom given to everyone in a digital world.
Digital citizens have various rights like free speech and right to
privacy.
4. Digital Laws
This refers to the electronic responsibility for actions. This deals
with the ethics in a digital world. Users need to understand that
stealing and damaging other people's work online is a crime.
5. Digital Communication
This refers to the electronic exchange of information. It deals
with the expanding communication process that enable everyone to
constantly communicate with each other.
6. Digital Health and Wellness
This refers to the physical and psychological well-being in a
digital world. Beyond physical issues like eye problems are those
psychological issues that are constantly becoming more prevalent
like internet addiction.
7. Digital Security
This refers to the electronic precautions for safety. In the digital
world, there are individuals who will steal or destroy other people. As
users, we must be able to protect our information from external
factors that causes harm through virus protection and backups of
data
8. Digital LIteracy
It is the process of teaching and learning about technology and
its use. New technologies must be infused in the recent curricula of
learning institutions because a lot of new emerging technologies are
being used in the work place.
9. Digital Etiquette
These are electronic standards of conduct or procedure. It is not
enoug to create rules and policy, we must teach everyone to be
responsible citizens online.
RULES OF NETIQUETTE

Netiquette is the etiquette in cyberspace. It is the dos and donts of

the cyberspace community

1. Remember the human

When having an online conversation, it's very easy to
misinterpret the meaning of the message. It might be possible to
forget that the reader is also a human with feelings like your own.
2. Adhere to the same standards of behavior online that you
follow in real life
This rule embodies the need to be ethical. A user of technology
should remember that breaking the law is bad netiquette. Standards
of behavior may be different in some areas of cyberspace.
3. Respect other people's time and bandwith
It is your responsibility to ensure that you don't waste the time of
your reader. Bandwidth is usually synonymous with time, but it is
really different. Bandwidth is the information0carrying capacity of
wires.
4. Make yourself good online
Making yourself good online includes checking grammar and
spelling before you post, know what you're talking about and make
sense and avoid posting flame-bait posts.
5. Flaming
It is an expresson of strong opinion that is based on emotions.
Its the kind of message that enables someone to respond. Flame-
bait is a public opinon or statement that is deliberately thought of to
provoke. Usually, people who post flame-bait are people who seeks
attention.
6. Help keep flame wars under control
Flaming is not forbidden in netiquette. Flames can sometimes
be fun because of the recipients. You can help keep flame wars
under control by not responding to flame-baits, not posting spelling
or grammar flames and apologizing if you've posted a flame-bait.
7.Share expert knowledge
It is polite to share the results of your questions to others online.
Here are ways on how to share your findings online:

Offer answers to people who ask questions online

Summarize an answer you've received online and post the
summary to the discussion group

8. Know where you are in cyberspace

Netiquette is different in various places, thus, it is important to
know where you are. Getting to know the domain you've entered is
the first thing you should do. Try to get an idea on how people
participate.
9. Don't abuse your power
Some people in cyberspace have more power than the others.
There are wizards in certain fields while others are mediocre.
Knowing more than others, or having more power than they do, does
not give you the righ to take advantage of them.
10. Be forgiving of other people's mistakes
 Everyone was a network newbie once. And not everyone has
had the benefit of reading this book. So when someone makes a
mistake -- whether it's a spelling error or a spelling flame, a stupid
question or an unnecessarily long answer -- be kind about it. If it's a
minor error, you may not need to say anything. Even if you feel
strongly about it, think twice before reacting. Having good manners
yourself doesn't give you license to correct everyone else.

If you do decide to inform someone of a mistake, point it out politely,

and preferably by private email rather than in public. Give people the
benefit of the doubt; assume they just don't know any better. And
never be arrogant or self-righteous about it. Just as it's a law of
nature that spelling flames always contain spelling errors, notes
pointing out Netiquette violations are often examples of poor
Netiquette.
Social Media and Its Implications
Social Media helped connected the world. We can communicate
to the persons in almost every part of the world instantly. Connecting
to social media changed different aspects of our everyday lives.

Politics
•It has inspired mass movements and political unrests in many
countries.
•It has played important roles in elections.
•It served to rally people for a cause.
Business
•Net savvy companies are using social media to advertise their
products, build customer loyalty and many other functions.
•Interactions and feedback from customers help businesses to
understand the market, and fine-tune their products and strategies.
•Social media presence is a cheap and effective means to enhance
brand image and popularity.

Marketing
•Business retailers experience about 133% increase in revenues
after marketing their business in the mobile market that promotes
social media marketing value for their business.
•Consumer reviews are regarded by shoppers as trustworthy than
the marketing promotion coming directly from the brand site.
•The majority of successful brands have a social media page in order
to widen their marketing coverage of making their brand more
accessible among the social media users.

Socialization
•Social networks offer the opportunity for people to re-connect with
their old friends and acquaintances, make new friends, trade ideas,
share content and pictures, and many other activities.
•Users can stay abreast of the latest global and local developments,
and participate in campaigns and activities of their choice.
•One can learn about different cultures and societies by connecting
with people in other countries.

Cyberbullying

Cyberbullying is when a child, preteen or teen is tormented,

threatened, harassed, humiliated, embarrassed or otherwise
targeted by another child, preteen or teen using the Internet,
interactive and digital technologies or mobile phones. Bullying that
takes place using electronic technology. Electronic technology
includes devices and equipment such as cell phones, computers,
and tablets as well as communication tools including social media
sites, text messages, chat, and websites. School children, young
girls, and women can fall prey to online attacks which can create
tension and distress. If one is a victim of cyberbullying, it is
encouraged to try to take appropriate legal action against the
attacker.

Fake News

Fake news is defined as stories that were circulated which have

been determined to be unambiguously false. Typically, stories were
debunked by fact-checking websites. The majority of fake news is
produced and posted on small websites that do not have a
significant presence other than producing political stories that get
shared on Facebook and other forms of social media. The role of
consumers is big, both in terms of generating fake news and in
shaping the kind of media and journalism we get in general. One
way or another people find these stories engaging and share them a
lot with friends. The kind of stories you’re likely to share are
surprising or potentially important. In their survey, 14 percent of
people said social media was their most important source of election
news information. Fourteen percent is not nothing, but it’s certainly
not the case that social media was the main place where voters got
information in this election. Snopes.com and Politifact.com are
examples of fact-checking sites. Intentionally deceptive fakes news
are news stories created entirely to deceive readers. The 2016 US
election was rife with examples claiming that “x celebrity has
endorsed Donald Trump”, when that was not the case. Humour sites
such as the Onion or Daily Mash present fake news stories in order
to satirize the media. Issues can arise when readers see the story
out of context and share it with others. Large scale hoaxes makes
use of deceptions that are then reported in good faith by reputable
news sources. A recent example would be the story that the founder
of Corona beer made everyone in his home village a millionaire in
his will. Slanted reporting of facts is selectively-chosen but truthful
elements of a story put together to serve an agenda. One of the
most prevalent examples of this is the PR-driven science or nutrition
story, such as 'x thing you thought was unhealthy is actually good for
you'. On issues where ideologies or opinions clash - for example,
territorial conflicts - there is sometimes no established baseline for
truth. Reporters may be unconsciously partisan, or perceived as
such.
Massive Open Online

A massive open online course (MOOC) is a free Web-based

distance learning program that is designed for the participation of
large numbers of geographically dispersed students. It is also a
model for delivering learning content online to any person who wants
to take a course, with no limit on attendance. Most MOOCs are
structured similar to traditional online higher education courses in
which students watch lectures, read assigned material, participate in
online discussions and forums, and complete quizzes and tests on
the course material.
 A MOOC may be patterned on a college or university course or
may be less structured. Although MOOCs don't always offer
academic credits, they provide education that may enable
certification, employment or further studies. The word MOOC was
coined in 2008 by Dave Cormier, from the University of Prince
Edward Island for a course offered by University of Manitoba.
MOOC is first connected to the course "Connectivism and
Connective Knowledge." MOOCs are typically provided by higher
education institutions, often in partnership with “organizers” such as
Coursera, edX, and Udacity, though some MOOCs are being offered
directly by a college or university. MOOCs arise from the confluence
of several important trends, and they raise important questions and
spark essential conversations about curriculum design, accreditation,
what constitutes a valid learning experience, and who has access to
higher education.

Alongside the development of these open courses, other E-

learning platforms emerged - such as Khan Academy, Peer-to-Peer
University (P2PU), Udemy and ALISON - which are viewed as
similar to MOOCs and work outside the university system or
emphasize individual self-paced lessons.
 cMOOCs are based on principles from connectivist pedagogy
indicating that material should be aggregated (rather than pre-
selected), remixable, re-purposable, and feeding forward (i.e.
evolving materials should be targeted at future learning). cMOOC
instructional design approaches attempt to connect learners to each
other to answer questions and/or collaborate on joint projects. This
may include emphasizing collaborative development of the MOOC.

xMOOCs have a much more traditional course structure typically

with a clearly specified syllabus of recorded lectures and self-test
problems. They employ elements of the original MOOC, but are, in
effect, branded IT platforms that offer content distribution
partnerships to institutions. The instructor is the expert provider of
knowledge, and student interactions are usually limited to asking for
assistance and advising each other on difficult points. As MOOCs
have evolved, there appear to be two distinct types: those that
emphasize the connectivist philosophy, and those that resemble
more traditional courses. To distinguish the two, Stephen Downes
proposed the terms "cMOOC" and "xMOOC".
 By June 2012 more than 1.5 million people had registered for
classes through Coursera, Udacity and/or edX. Because of massive
enrollments, MOOCs require instructional design that facilitates
large-scale feedback and interaction. The two basic approaches are:

•Peer-review and group collaboration

•Automated feedback through objective, online assessments, e.g.
quizzes and exams
Note:
•Machine grading of written assignments is also underway
•Research by Kop and Fournier highlighted as major challenges the
lack of social presence and the high level of autonomy required.
Economic Impacts of Media and Information

The consumer demand for media content is largely due to demand

for entertainment, with the economic impacts emerging as a by-
product. Children watch television because it is fun, and are (very)
unlikely to think of the possible impacts on their education. Adults
choose to watch a violent movie or to follow a soap opera for
entertainment value, disregarding possible effects on their own
aggression or on family values.
This implies that selection into a particular media is likely unrelated
to the preference for particular economic outcomes – say, education,
violent crime, or fertility. The overarching role of the demand for
entertainment is reflected in the fact that people spend a large share
of their time on media entertainment – in the US, the average
amount of time spent watching television (which is just one form of
media entertainment) is 2.7 hours per day, half of people’s leisure
time.

The demand for entertainment differentiates the applications

surveyed from the analysis of political or financial impacts of the
media. The exposure to political information often reflects a direct
demand for political content. The exposure to financial-themed
media like CNBC also reflects interest in investment advice.

Consumers choose the optimal use of time between several

activities, some of which are media activities and some of which are
not. For example, consumers decide whether to follow a soap opera
or to go out with friends. The activities chosen impact relevant
economic outcomes – like education, violent crime, and fertility.

Sources of Variation of Media Effects

There are two main sources of variation of media effects in this
entertainment setting. The first is a shock to the entertainment value
of a channel, or to its cost, which affects the audience for that
particular medium. The second variation is a direct shock to the
content of the media. For example, violent movies are of higher
quality on a particular weekend (a positive demand shock), or soap
operas become more widely available in a given year (a positive cost
shock). In both cases, as the comparative statics indicates, the
resulting media effect estimates incorporate both a direct effect and
a substitution effect.

The second variation is a direct shock to the content of the media.

Suppose that an episode of an ongoing soap opera features a gay
couple, or an occurrence of suicide. This change in content is likely
to leave the utility-maximizing choice of media entertainment mostly
unaffected, especially if the content of the episode is unanticipated.
Still, the content may affect economic behavior, say through
imitation. In this case, the estimated media effect captures the direct
impact of the media, since the consumption of substitute activities is
held constant.

Variation in newspaper circulation plays a key role in the

identification of political impacts of the media, as local papers
provide critical information on local politics. And yet, when it comes
to the impact on outcomes such as education, health, crime, or
family choices, most of the available evidence concerns the
entertainment media – television, movies, and the internet.

Role of Media in Democracy

In defining the role of media in democracy, it is essential to access

information for the health of democracy for at least two reasons:
First, it ensures that citizens make responsible, informed choices
rather than acting out of ignorance or misinformation. Second
information serves as ‘checking function’ by ensuring that the elected
representatives uphold their oaths and carry out the wishes of those
who elected them. In some societies, an antagonistic relationship
between media and government represents a vital and healthy
element of fully functioning democracies.

It is very crucial and challenging for a country to further reform of

mass media in order to meet the democratic requirements and
standards. It is essential for a developing country to establish inter-
relation with mass media as the platform to disseminate functional
information to the world on the opportunities offered by the country
for the purpose of economic growth. It is necessary for the country to
establish legislative economic framework that associated with mass
media as one of the best ways to promotion.

There should be strong political and economic ties between the

government and the media. Clearly, the mass media consists of
something more beyond just delivering news and information but
plays a major role in contributing economic growth to the country.
There should be an establishment of collaborations and provide
incentives among the local and foreign media in order to strategize
the country to be in a better level. With the power of mass media
influences, I strongly believe, it is important for a country to impart
her mission and vision to the mass media as the support to
transform the country to economic power house locally and globally.
Political Impacts of Media and Information

The media includes several different outlets through which people

can receive information on politics, such as radio, television,
advertising and mailings. When campaigning, politicians spend large
quantities of money on media to reach voters, concentrating on
voters who are undecided. Politicians may use television
commercials, advertisements or mailings to point out potentially
negative qualities in their opponents while extolling their own virtues.

The media can also influence politics by deciding what news the
public needs to hear. Often, there are more potential news stories
available to the media than time or space to devote to them, so the
media chooses the stories that are the most important and the most
sensational for the public to hear. This choice can often be shaped,
at least partially, by the stories the public may find the most
interesting and the ones that cause ratings or readership to rise for
the media outlet.

Some politicians are always quick to blame the media when a news
story doesn't put them in a favorable light. In election years, people
who work in media should prepare themselves for the manipulation
they will likely face when a politician's quest for office runs head-on
into the media's desire to seek the truth.

The sure-fire way for a candidate to get media coverage is to invite

reporters to a news conference for an "important announcement."
That announcement could be the same tired 10-point economic plan
that the candidate has announced twice a week for the past six
months.

It could be a "major endorsement" from his Elementary School

teacher or a "demand for the truth" about why an opponent refuses
to debate.

A journalist won't know until he gets there, because a campaign

doesn't want to admit that its big news is really no big deal for fear
that the journalist will be a no-show. It's worth attending these news
conferences so he can get access to the candidate.

The journalist should be on the lookout of rules designed to keep him

on a leash. He may be told the candidate will be happy to talk about
why he's in favor of good schools, but any other topic, like his recent
sex scandal, is off limits. Another common trick is to say that the
candidate is really busy and can't take any questions at all, so he
can be on time for his next event. People who organize news
conferences don't make accommodating his every wish their top
priority.

Nothing tempts reporters like a chance for an exclusive interview. A

campaign will sometimes dangle these offers just before Election
Day to guarantee news coverage. Campaign experts know an
exclusive interview will be promoted heavily and be given more
space in a newspaper or more time in a TV newscast than a typical
day-to-day campaign story. That's free publicity.

A journalist should not accept any conditions for granting such

valuable exposure. No questions should be off the table. If he is told
that he only has five minutes with the candidate, negotiate for more
time by saying he needs to also shoot photos or additional video to
make the story the best it can be.
The journalist should also expect the campaign to shop the
candidate around for other "exclusive" opportunities. He may have
had the exclusive for the 6:00 p.m. TV newscast, but a radio station
may get the candidate for its morning show the next day.

It's a delicate balance between getting a story that might boost sales
and knowing that a journalist is being used. He should decide if a
tradeoff is worth it and whether to seek the same type of story from
other candidates to demonstrate fairness. While he wants to avoid
ethical questions of photo manipulation, he should not allow the
campaign to have the final say in which images are published.

Today, a candidate can bypass broadcast and print media to reach

his potential voters through social media. A Facebook page can
show he has 20,000 fans, offer his entire news conference and most
importantly, allow him a totally unfiltered way to speak. President
Obama had a successful web strategy that helped him win the 2008
presidential campaign.

A wise candidate should realize that social media is a tool, but it has
yet to replace the value of getting his face on the front page of the
paper or on the 6:00 p.m. newscast. While the candidates may tout
their "grass roots campaign" using social media to get in direct touch
with voters, they know they need you desperately to win.

Politicians who are pleased with a particular news story will

sometimes praise the reporter for fairness and objectivity. When the
story's not so positive, claims of media bias will usually pour out from
the campaign.

A good reporter should present the facts without fear or favor and
not seek out praise or shy away from criticism.
People Media

People media is often referred to as people who are involved in the

use, analysis, evaluation and production of media and information
according to DepEd. People media may include people in media as
well as people as media. People as media are referred to as
individuals who are well-oriented with media sources and messages
and are able to provide accurate information.

The following are examples of people as media:

•Opinion leaders
Opinion leaders are highly exposed to media and are frequently
utilizing media to provide viable interpretation of messages which are
accepted by a group. People become opinion leaders because of
their natural stature and credibility. But sometimes, the status is
earned through accepted measurements like awards and a record of
financial success. Opinion leaders are a source of viable
interpretation of messages from the mass media for the lower-end
media users because these users have limited access to media and
information.

•Citizen journalism
Citizen journalism is a type of journalism used by people without
proper journalism training using tools of technology and the internet
to create, fact-check media on their own with the help of others.

•Social journalism
Social journalism is practiced by a hybrid of professional
journalist, contributor and readers who uses social media to make
their content available to more people.

•Crowdsourcing
Crowdsourcing is the practice of obtaining needed services,
ideas, or content by soliciting contributions from a large group of
people, especially from the online community. Trip Advisor, Waze
and Wikipedia are examples of crowdsourcing since the information
from these came from a large group of people, but crowdsourcing is
not limited to the abovementioned examples. Crowdsourcing may
also be a business strategy used by different companies in
production innovation.
People in Media

Media Practitioners are people who provide information coming

from their own expert knowledge or based on their experiences on
the field.
People media are media practitioners who provide information
coming from their expert knowledge and first-hand experience. This
includes the following:

1.Print journalist
People in print media include authors, publishers, editors,
columnists, visual artists, and photographers. These people utilize
the text visual arts in providing information through printed materials
like newspapers.
2.Photojournalist
People in web media include bloggers, web writers, online
media user and web administrators. These people are responsible
for sharing knowledge and information in digital format.
3.Broadcast journalist
People in the radio media utilizes cassette tapes, CD’s,
podcasts, and AM/FM broadcasting in distributing information and
entertainment. People in radio media includes disc jockeys. Also
considered as people in television media are personalities on
television and people working behind the camera.
4. Multimedia journalist
People in instructional media are composed of content experts
who are the main source of information in a classroom-set up of
learning.
A text is a simple and flexible format of presenting information or
conveying ideas and messages to the public. Text as the easiest
format can convey any form of message whether hand-written,
printed, or simply displayed on-screen. It is very powerful in various
ways. It can be used in disseminating information, providing direction
and giving suggestions to the receiver. A text can be short like a
single word, a single sentence, or even a single phrase or they can
be as lengthy as an investigative report. No matter how brief or
lengthy a text is, it is still able to send a message to its targeted
audience.
As a consumer, these are the questions that you need to ask with
regards to the content of text media and information:

•Who sent the message?

•What techniques are used to attract and hold attention to the
reader?
•What is the language used?
•Is the message bias?
•How might the message be interpreted?
•What is omitted in the message?
•Text is available in various sources both formal and informal. It can
be found in news articles (formal sources) and online messengers
(informal sources).

Formal text-based Materials

Formal text-based materials are basically created and distributed by

publishing companies and news agencies. These materials undergo
a rigorous process of editing and abide by the censorship of a state.
It may include:

•News articles
•Published books
•Newspapers
•Magazines
•Advertisements
•Research works
Informal text-based Materials

Informal text-based materials come from a person’s own views or

opinions on various issues and processes. It may include blogs
(blogspot or wordpress), personal e-mails, SMS or text messages,
online messenger, and social media platforms like twitter and
Facebook.

Text as Visual
Typeface refers to the style or representation of a text that is in
digital format. A typeface is also called a font, font-type or type.
A typeface is composed of the following:

•Alphabets
•Numbers
•Punctuation marks
•Symbols
•Special characters

When fonts are installed in the computer, they come in the following
file formats:
True type font (.ttf)
Open type font (.otf)
In the absence of images or drawings, text is the easiest way of
communicating to an audience. Various font types could express
different meaning.
Types of Typefaces
The common types of typefaces are the following:

•Serif
connotes formality and is commonly used for body text of
different printed materials like books, newspapers and magazines.
This font gives a classic look when used as headings.

•Sans Serif
gives a clean and minimalist look to the text. This type of font
gives a modern look and is used primarily in webpage design.
•Slab Serif
carries a heavy look to text and can be used for large
advertising signage on billboards.

•Script
is a font usually used in wedding invitations or other formal
events. This type of font should be seldom use and is not suitable for
large body text.
Design Principles

1. Balance

As a design principle, balance places the parts of a visual in an

aesthetically pleasing arrangement. In visual images, balance is
formal when both sides are symmetrical in terms of arrangement.
Balance is informal when sides are not exactly symmetrical, but the
resulting image is still balanced. Informal balance is more dynamic
than formal balance and normally keeps the learner's attention
focused on the visual message. There are three main types of
balance, horizontal balance, vertical balance, radial balance.

2. Proportion
 On the other hand, proportion refers to the relative size and scale
of the various elements in a design. The issue is the relationship
between objects, or parts, of a whole. This means that it is
necessary to discuss proportion in terms of the context or standard
used to determine proportions.

3. Perspective

Perspective is created through the arrangement of objects in two-

dimensional space to look like they appear in real life. Perspective is
a learned meaning of the relationship between different objects seen
in space.

4. Emphasis

Emphasis is used by artists to create dominance and focus in

their work. Artists can emphasize color, value, shapes, or other art
elements to achieve dominance. Various kinds of contrast can be
used to emphasize a center of interest.

5. Movement

The way the artist leads the eye in, around, and through a
composition. The path the eye follows. Motion or movement in a
visual image occurs when objects seem to be moving in a visual
image. Movement in a visual image comes from the kinds of shapes,
forms, lines, and curves that are used.

6. Pattern
Pattern uses the art elements in planned or random repetition to
enhance surfaces or paintings or sculptures. Patterns often occur in
nature, and artists use similar repeated motifs to create pattern in
their work. Pattern increases visual excitement by enriching surface
interest.

7. Repetition

Repetition works with pattern to make the artwork seem active.

The repetition of elements of design creates unity within the artwork.
Rhythm is the repetition of visual movement of the elements-colors,
shapes, lines, values, forms, spaces, and textures. Variety is
essential to keep rhythms exciting and active, and to avoid
monotony. Movement and rhythm work together to create the visual
equivalent of a musical beat.

8. Variety

Variety provides contrast to harmony and unity. Variety consists of

the differences in objects that add interest to a visual image. Variety
can be achieved by using opposites or strong contrasts. Changing
the size, point of view, and angle of a single object can add variety
and interest to a visual image. Breaking a repeating pattern can
enliven a visual image.

9. Harmony

Harmony in visual design means all parts of the visual image

relate to and complement each other. Harmony pulls the pieces of a
visual image together. Harmony can be achieved through repetition
and rhythm. Repetition reemphasizes visual units, connecting parts
and creating an area of attention. Rhythm is the flow depicted in a
visual. Rhythm helps direct eye movement. Patterns or shapes can
help achieve harmony. By repeating patterns in an interesting
arrangement, the overall visual image comes together.
Different Platforms of Interactive Media

1. Mobile Applications
Mobile applications are a software application developed specifically
for use on small, wireless devices such as smartphones and tablets.

2. 3D Television
3D television is a television display technology that enables three-
dimensional effect, so that viewers perceive that an image has depth
as well as height and width.

3. Video Games
Video games (multi-player) is a game played by electronically
manipulating images produced by a computer program on a
television screen or other display screen. Multiplayer games allow
two or more players to play with one another or play together.
4. Massively Multiplayer Online Role Playing Game (MMORPG)
are story-driven online video game in which a player, taking on
the persona of a character in a virtual or fantasy world, interacts with
a large number of other players.

5. Interactive Websites
Interactive websites include pools, surveys, exams and exercises.
6.Virtual Reality and Immersive Environments
Virtual reality and immersive environments - the computer-generated
simulation of a three-dimensional image or environment that can be
interacted with in a seemingly real or physical way by a person using
special electronic equipment.
7. Social Media
Social media - websites or online services where users (actual
people) are the creators and consumers of the content, and where
social interactions (commenting, liking, posting, talking) are the main
features of content

DIFFERENT WAYS OF INTERACTION WITH INTERNET

1. Online Shopping
The different ways of interacting when online shopping includes the
following:
• Compare prices
• Compare features of similar item
• Choose payment type
• Track delivery
• Search products
• Check local availability
• Get product recommendations

2. Online Gaming
The different ways of interacting for online gaming are:
• Choose a game
• Play with a computer
• Play with others
• In-game customization
• Choose a level

3. Online classes

Interacting with content, instructors and classmates are ways on how

you interact through online classes.
News and Information
Online interaction for news and information includes exchanging
information, giving reactions, and monitoring views.