Media

Information and
Literacy.
Media and information Literac(MIL)
▫ A combination of knowledge, attitudes
skills and practices required to access,
analyze, evaluate use produce and
communicate information and
knowledge in creative way.

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What is media?

Media are the communication outlets or tools

used to store and deliver information or data. The
term refers to components of the
mass media communications industry, such as
print media, publishing, the news media,
photography, cinema, broadcasting (radio and
television), and advertising.
What is Information Literacy?

a set of abilities requiring individuals to

'recognize when information is needed and have
the ability to locate, evaluate, and use effectively
the needed information.

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Literacy
▫ Is the ability to encode and to
synthesize and analyze messages

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Media Literacy
▫ Is ability to encode and decode the
symbols transmitted via media and the
ability to synthesize, analyze and
produce mediated messages

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Communicatio
n

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Communication
▫ Came from latin word ‘communis’,
meaning to share
▫ It means a process of mutual sharing of
ideas feelings moods.

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Communication skills
▫ It is what enables us to pass information to
other people, and to understand what is
said to.
▫ Is the part art of sharing information
knowledge and ideas from one person to
another person effectively.
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basic types of communication
Non verbal
Verbal communication
communication
▫ Signs
▫ Oral
▫ Symbols
▫ Written
▫ Colors
▫ Gesture
Visual
▫ Facial expressions
communication
▫ Body language
▫ Poster, Tv and 10

drawing
Disadvantages of social media
▫ Lacks of emotional connection
▫ Hurtful
▫ Decreases face to face communication skills
▫ Conveys inauthentic expressions of feelings
▫ Diminishes understanding or thoughtfulness
▫ Causes face to face interaction to feel disconnected
▫ Facilitates laziness
▫ Creates perfect self image 11
Traditional media Vs. new media
▫ Media experience is ▫ Media experience is more
limited interaction
▫ One directional ▫ Audiences are more
▫ Sense receptors used involved and can send
are very specific (i.e feedback simultaneously
print,sense of sight ▫ Integrates all the aspects
radio sense of hearing. of old media
Tv and film sight and
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hearing
Grounding
Theories of
Mass
Communicatio
n
The hypodermic needle theory
▫ State that audience is directly
influenced by media and act as a
passive audience
▫ The message given by media is right for
all audience, people don’t use their
mind, they blindly trust the message
given by media
▫ Example: doomsday 2000,2012
 Two step Flow theory
▫ Mass communication messages do not move
directly from a sender to the receiver. Instead, a
small group of people, gatekeepers, screen
media messages, reshape these messages, and
control their transmission to the masses.
▫ Example:Opinion leaders initially consume
“media content on topics of particular interest to15
them” and make sense of it based upon their
Two step flow theory
▫ An example of this theory occurs during
political campaigns.

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Multi step flow theory
▫ A theory that indicates that information, usually
from media outlets, moves in multiple directions,
each consumer of the information passing on not
only the information but their own interpretation
of it.
▫ An example of this phenomenon is how
individuals and companies have turned 17

to twitter influencers andbloggers to
One step flow theory
▫ is a communication process in which the
mass media communicates directly to the
mass audience. (without the message is
being filtered by Opinion Leaders)
▫ Example: gossip magazines.

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Types of
media
Print media
Newspaper
▫ is a major source ofinformation for a large
number ofreaders.
▫ It may be National or local, daily orweekly
newspaper.

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 Advantages and disadvantages
▫ Flexibility
▫ Geographic and language
selectivity
▫ Widespread coverage
▫ Offers penetrationReader
involvement
▫ Cheap media with high
frequency
▫ High repetitive value and
quickresponse
▫ Poor Presentation and
QualityShort life span•
▫ Limited selectivity with
regard to lifestyles
▫ Hard to reach illiterate and
poor people
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Magazine
▫ A Magazine is a specialized advertising media
that serves educational,
informational,entertainment and other
specialized needs of consumers,
businesses,and industries.
▫ A Magazine allows presentation of adetailed
ad message along with photos, illustrations, 22

colours etc.
 Advantages and disadvantages
▫ Long Life ▫ High cost
▫ Better reproduction ▫ Limited reach and
▫ Highly selective, avoids frequencyLong
waste of circulation response time
▫ Can create image, prestige ▫ Low flexibility
or reputation
▫ Reader involvement
▫ Allows services like `split
runs’ 23
Broadcast media
Television advertising
▫ TV is a principal source of information and
entertainment for people exposed to mass
media.
▫ It is believed to be the most
▫ authoritative, influential, excitingmedium for
reaching very large audience
▫ it combines visual images, sound,motion and 24

colour to achieve
Advatages and disadvantages
▫ Powerful audio- ▫ High cost
visual media ▫ Short lived
▫ Wide coverage with messageLimited
effective cost attention by viewers
▫ Attention – intrusive ▫ Zapping - changing
in nature channels
▫ High selectivity and ▫ Zipping – fast-forwarding
flexibility commercial to avoid 25

▫ Commercials Intrusive in
Radio
▫ Radio is a premier mass medium for
users and advertisers.
▫ It has a wide spread reach.
▫ It delivers the ad message to a large
number of people across the length and
breadth of a country.
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 Advantages and disadvantages

▫ Wide coverage ▫ Lack of visual

▫ Helps to reach lower elements
income people,illiterate ▫ Short lived message
people ▫ Audience
▫ Mental imagery fragmentation
encourages audience to ▫ Limited research
use imagination data
▫ Offers high selectivity ▫ Clutter - Too many
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▫ Cost efficient ad messages
Internet
▫ Internet is a worldwide medium that
provides means of exchanging
information through a series of
interconnected computers.
▫ It is a rapidly growing medium of
advertising.
▫ it is a future medium which offers 28

limitless advertising opportunities.

Advantages and disadvantages
▫ Interactive medium
▫ Global medium
▫ Generates immediate
response
▫ Provides high selectivity
and flexibility
▫ Gives detailed
information (in depth info
and reviews)
▫ Lack mass media
efficiency
▫ Targeting and research
costs arehigh
▫ Slow downloads
▫ Cost of PC is high
▫ Security is a primary
concern Not persuasive 29
Outdoor advertising
▫ It is usually used as a supportive
medium by advertisers.
▫ It includes bill boards, boarding,
neonSigns posters etc.
▫ It can generate considerable reachDand
frequency level at low cost.
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 Advantages and disadvantages
▫ Flexibility
▫ Poor Presentation
▫ Geographic and language and Quality
selectivity widespread
▫ Short life span
coverage
▫ Limited selectivity
▫ Offers penetration
with regard to
▫ Reader involvement lifestyles
▫ Cheap media with high ▫ Hard to reach
frequency illiterate and
▫ High repetitive value and poorpeople 31

quickresponse
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Evolution of
media
Pre industrial age (Before 1700’s)
▫ In this age, People had learned or
discovered fire, developed paper from
plants, and forged weapons and tools
with stone, bronze, copper and iron.
Clay tablets in mespotamia (2400 bc)

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Printing press using wood blocks
(220 AD)

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Industrial age (1700s – 1930s)
▫ This is were people discovered the used
of power steam, developed machine
tools, established iron production, and
the manufacturing of various products
(including books through the printing
press)

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Printing press for mass
production (19th century)

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Typewriter (1800)Telephone
(1876)

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Motion picture
photography/projection(1890)

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Motion picture with sound (1926)

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Telegraph

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Electronic age (1930s – 1980s)
▫ In this age, People invented the
transistor ushered in the electronic age.
People harnessed the power of
transistors that led to the transistor
radio, electronic circuits, and the early
computers. In this age, long distance
communication became more efficient.
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Television (1941)

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Transistor radio

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Information age (1900s – 2000s)
▫ This is were the Internet paved the way for
faster communication and the creation of the
social network. People advanced the use of
microelectronics with the invention of personal
computers, mobile devices, and wearable
technology. Moreover, voice, image, sound and
data are digitalized. We are now living in the
information age. 46
Portable computers- laptops (1980)

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Wearable technology

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Smartphones

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Media
Convergence
Convergence
▫ Is a phenomenon involving the interconnection
of information and communications
technologies, computer networks, and media
content.
▫ We can use this to describe things that are in the
process of coming together like the slow
convergence of your opinions 51
Economic convergence
▫ Economic convergence exists when two
or more economies tend to reach a 
similar level of development and wealth.

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Organic convergence
▫ Is multimedia multitasking or the
natural outcome of a diverse media
world

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Cultural convergence
▫ When stories flew across several kinds
of media platforms amd when readers or
viewers can comment on alter or
otherwise talk back to culture

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Global convergence
▫ When geographically distant culture are
able to influence one another.

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Technological convergence
▫ In which different kinds of technology
merge

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