WEEK 7

Create a campaign add to

combat digital divide, addiction,
and bullying

83
 Lesson
LEGAL, ETHICAL, AND SOCIETAL
ISSUES IN MEDIA AND
11 INFORMATION
(Digital Citizenship, Netiquette, Digital Divide, Addiction, Cyberbully)

The proliferation of new media messages and content, especially those transacted via
social media, brings with them new levels of headaches and heartaches to digital citizens.
Indeed, the kind of changes and challenges that these technologically dependent medium
present to us exert considerable influence on how we see our society in real time.
However, those heartaches and headaches also mean that being digitally ignored or
bullied brings another level of conflict into the already conflicted levels of traditional media
practices. While new media and social media eases and erases some past conflicts and strict
processes, they also tend to rewrite the way we behave—especially online.

What I Need to Know

After going through this module, you are expected to:

1. discuss the act of cyberbullying, addiction, and digital divide in different scenario
through case study;
2. explain the different rules of netiquette that may apply in real life situation;
3. create a campaign ad to combat digital divide, addiction, and bullying (MELC); and
4. generalize the important lessons learned and how to apply it in daily life living.

What’s New
Activity No.1: Picture Investigation

Direction: Analyze the meaning of the presented picture below and answer the given set of
guide questions. Write your answer on a separate sheet of paper.

Guide Questions:
1. What issues do you see in the picture?

84
 2. Which ones do you understand? Which ones do you not know?
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

3. What possible dangers and issues of unguarded use of the Internet are depicted in the
picture?
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

4. Which of these issues have happened to you or to your friends? Why did they happen?
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

What I Know

Pre-test Direction: Read and carefully analyze the following questions. Write the letter of the
correct answer on your answer sheet.

1. It pertains to the gap on the kind of information which can be accessed and the
available form of communication that can be distributed
a. Netiquette c. Digital Divide
b. Digital Citizenship d. Cyberbullying
2. It denotes the proper attitude that one should observe when communicating online.
a. Netiquette c. Digital Divide
b. Etiquette d. Digital Citizenship
3. Remember that the receiver on the other side of your computer or phone is another
human person capable of understanding, feeling, and getting hurt.
a. Know where you are in Cyberspace
b. Make yourself look Good Online
c. Remember the Human
d. Share expert knowledge
4. It does not mean you are pretending to be someone else for others to like you, rather
it means that you ought to step up in making sure that the content you produce should
reflect of a responsible digital citizen until such time that it becomes your lifestyle.
a. Know where you are in Cyberspace
b. Make yourself look Good Online
c. Remember the Human
d. Share expert knowledge
5. It refers to a condition in which a person seems to have lost control over an action or
behavior.
a. Netiquette c. Digital Divide
b. Addiction d. Cyberbullying

85
 What’s In

RESPONSIBLE DIGITAL CITIZENSHIP

Digital Citizenship refers to having the appropriate knowledge and skills to effectively
use digital technologies to communicate with others, participate in society and create and
consume digital content. Responsible digital citizenship is essential, especially now in the
face of a technology-saturated world, to helping media and information consumers achieve
and understand digital literacy, as well as ensuring cyberbully prevention, online safety, digital
responsibility, and digital health & wellness.

Key Principles with Elements of Digital Citizenship

NETIQUETTE
Before we discuss what netiquette means, let us first define what etiquette is. When
we refer to someone who has etiquette, it means that the person has proper decorum and
behaves according to what society dictates to be right. In a school assembly, for instance, a
student who has etiquette will behave appropriately as a sign of good bearing. He also displays
courtesy and respect, which shows his good upbringing.
Therefore, netiquette denotes the proper attitude that one should observe when
communicating online. Whether one is talking to someone through a video conference, instant
messaging, e-mail, or chat, netizens or Internet users should always remain polite.
Here are some guidelines to remember as an Internet user with netiquette adapted
from Virginia Shea's “The Core Rules of Netiquette”.

Rule 1: Remember the Human

The impact of the advent of technology is a double-edged sword – an ironic one, that
is, as it brings people together who otherwise cannot meet, however at the same time,
mediated communication makes human interaction less personal. When you communicate
electronically, all you see is a computer monitor, laptop screen, or a phone display. Your
nonverbal cues in personal interaction – facial expressions, gestures, and tone of voice – now
take the form of words, videos, or words. Today, in an era that much of our communication
happens online or electronically where we most often just face devices, it is easy to forget that
those at the receiving end of the line are actual human beings. Somehow this electronic barrier
gives people misplaced boldness resulting to a cruder and often offensive behavior online or
over the phone.

86
 Remember the human – remember that the receiver on the other side of your computer
or phone is another human person capable of understanding, feeling, and getting hurt. Putting
yourself in others’ place can put everything in the right perspective. Before you send that
message, upload that photo, or send that tweet, ask yourself: How would the other person or
people at the end of the line feel if I do or say this? Always put in mind that empathy is one of
the most powerful motivations for some basic decency online.

Rule 2: Adhere to the Same Standards of Behavior Online that you follow in Real Life
Good netiquette is derived from the same standards set in real life. While it can be
argued that standards of behavior may be different in the virtual world, they certainly should
not be any lower. In real life, we are constantly reminded to be respectful to other people,
mindful of our words, follow the law, and other societal rules. This holds true for cyberspace
etiquette as well. Further, actions have consequences. Whatever is deemed illegal or
irresponsible in real life is most probably deemed the same in the online world. While the
chances of getting caught or punished may be slim, your accountability and liability for your
actions are not totally erased. Thus, you should do your best to act within the laws and ethical
standards in online environment just as you would in real life.

Rule 3: Know where you are in Cyberspace

The Internet may be as vast as the earth’s oceans or the outer space with parts least
visited, not discovered, and some deemed even dangerous. Today, you are presented with a
wide array of internet domains and websites. While there may be millions of it on the Internet,
they can easily be categorized according to content or intended audience. In this context, your
manner of interaction may differ from one domain to another. What is perfectly acceptable in
one area may be dreadfully rude in another and depending on where you are in the virtual
world, the same written communication can be acceptable in one area, where it might be
considered inappropriate in another. For example, in most TV discussion groups, passing on
idle gossip is perfectly permissible. But throwing around unsubstantiated rumors in a
journalists' mailing list will make you very unpopular there. And because Netiquette is different
in different places, it is important to know where you are.

Rule 4: Respect other People's Time and Bandwidth

Have you ever felt that time passes faster now than it does before? Have you ever felt
like days pass even more swiftly and that sometimes, our 24 hours in a day seems like less
than it really is? Cliché, but your observations are valid. In this fast-paced time, people are
pushed to squeeze in school, work, social life, chores, errands to run, sleep, personal
wellness, and more all in 24 hours. That is why time seems to pass twice as fast as it did
before because of all the essential things we have to accomplish in a day. In the context of
netiquette, whenever you post something online or send a message to someone, you are
taking up a few precious minutes from the already limited time of another. Electronic
communication takes time: time to read and time in which to respond. Most people today lead
busy lives, just like you do, and do not have time to read or respond to frivolous emails or
discussion posts. Thus, it is your responsibility to ensure that the time reading your message
or post is not a waste of anyone’s time.
On the other hand, the word "bandwidth" is sometimes used synonymously with time,
but it is really a different thing. Bandwidth is the information-carrying capacity of the wires and
channels that connect everyone in cyberspace (Shea, 1997). However, these bandwidths
have a limit as to the amount of data it can carry at a given moment. All those unnecessary

87
data uploaded in cyberspace is taking up space in the bandwidth that could have been
reserved for more valuable data.

Rule 5: Make yourself look Good Online

In the real world, other people’s immediate judgment of you would be based off your
physical appearance, your demeanor, how you speak, how you carry yourself, or even how
you dress. In the virtual environment, you will be judged by the quality of your writing or the
content that you post. Both worlds are filled with prying eyes, whether we like it or not, thus
we need to be mindful of what we call our “virtual self”. So, keep the following tips in mind:
• Always check for spelling and grammar errors
• Verify the truth of what you are posting or sharing
• Know what you are talking about and state it clearly
• Be pleasant and polite
Making yourself look good online does not mean you are pretending to be someone
else for others to like you, rather it means that you ought to step up in making sure that content
you produce should reflect that of a responsible digital citizen until such time that it becomes
your lifestyle.

Rule 6: Share expert knowledge

The strength of the Internet is the extent of the information it offers and various sources
this information come from. While credibility issues are a concern, the Internet, as an overall
knowledge bank, continues to grow and expand as experts contribute facts that people
constantly consume. Although netiquette lists several red flags, sharing your knowledge on
something does not count as one. So do your part – share what you know! When you post a
question and receive intelligent answers, share the results with others. Are you an expert at
something? Post resources and references about your subject matter. Recently expanded
your knowledge about a subject that might be of interest to others. Share that as well.

Rule 7: Help keep Flame Wars under control

"Flaming is what people do when they express a strongly held opinion without holding
back any emotion" (Shea, 1994). Flamers, from the name itself, add fuel to the flame – they
provoke people whose opinions are different from theirs, these are the people who express
their opinion in an aggressive or offensive manner usually resulting to “flame wars” where two
or three people exchange angry posts between one another.
You must remember though that exercising one is right to self-expression is not a bad
thing in itself. There is a thin line between expressing your opinion in a respectful manner and
attacking the opposing party to prove your point – that line something you must keep in mind
whenever you are confronted with a disagreement with someone online.
Remember, do not feed the flames; extinguish them by guiding the discussion back to
a more productive direction. Furthermore, opinions are always welcomed to be voiced out but
at the end of the day, parties may just agree to disagree and end a conversation in a decent
way.

Rule 8: Respect other people's privacy

Privacy is a human right. Much like how you do not want your phone opened just by
anyone or your messages read by someone without your permission, other people value their

88
privacy as well. That is someone you must always remember especially in cyberspace where
you get to access loads of information. The advent of the Internet has put everyone almost
everyone’s lives under a microscope. Even so, information that are private in nature must
remain private and that is a right the needs to be asserted – a right that everyone is afforded.
Wherever you are in the online world, you may be exposed to some private or personal
information that needs to be handled with care. Ask yourself: What do you think would happen
if this information "got into the wrong hands?" Embarrassment? Hurt feelings? Loss of a job?
Just as you expect others to respect your privacy, so should you respect the privacy of others
as well.
Rule 9: Don't abuse your power
Just like in the real world, people in cyberspace have their own influence and power –
some with power greater than others. These people are the technology wizards, experts with
years of experience, and system administrators, among others. If you are one of these people
or if you are someone with knowledge powerful enough to expertly navigate through
cyberspace, remember that knowing more than others do not give you the right to take
advantage of them.

Rule 10: Be forgiving of other people's mistakes

Not everyone has the same amount of experience working in the virtual world. And not
everyone knows the rules of netiquette. As you move along and around cyberspace, at some
point, you will bump into a ridiculous post, a nonsense photo, a poorly constructed sentence,
or a stupid question. When this happens, learn to carry an understanding attitude. Practice
tolerance when you see minor and forgivable mistakes. If you feel compelled to correct and
respond to a mistake, do so preferably in private and as politely and respectfully as possible.
Moreover, always choose your battles wisely. Not every mistake or opposing opinion
you see on the Internet needs your reaction. Do not sweat over the small stuff or things that
do not have much weight and just let it slide. Conversely, learn to admit your mistakes as well
should there be instances when you commit one. No one is perfect, and so are you. So,
practice changing your opinion when presented with facts and learn to acknowledge your
errors or inaccuracies.
Alternatively, you can follow the THINK acronym to guide you on how you show
behave and interact on the Internet or on social media. This applies to everyday
communication too, whether you are talking to work colleagues, family, or friends.

THINK
T – Is it true?
• Is this fact or is it really an opinion or feeling?
• Know and be clear before you speak
H – Is it helpful?
• Will it just aggravate the situation if you do talk about it or post a rant about it?
• Does it help you, them, or the situation?
I – Is it inspiring?
• Will people be in awe after reading your status?
N – Is it necessary?
• There are better left unsaid.
• Some people are making their social media account as daily/ routinely diaries
K – Is it kind?

89
 • What is your motivation for communicating?
Other helpful questions to consider:
• Am I saying this from a place of anger? Am I being respectful?
• Who is my audience? Who else might be able to hear, see, or read this?
• How might what I am saying appear to others?
• Could someone misinterpret what I am saying?
• What am I saying about myself with these words?

DIGITAL DIVIDE

Even if we live in the Digital Age, there

are still parts of the world that do not have
access to the Internet because it is either in a
remote area or in extreme poverty. Digital
Divide refers to the economic, educational,
and social inequalities experienced by
those who cannot afford to have computer
and Internet access.
Digital Divide can also pertain to the gap
on the kind of information which can be
accessed, and the available form of communication that can be distributed. For example, there
are other areas where access to communicate is restricted. Communist countries, such as
China, restrict the public from using social media websites like Facebook because in nations
under this type of government, the leaders have the complete control of the state. The
government puts restriction to information that is not in line with their countries’ stand in
political issues. This, in turn, could influence their citizens’ view about their country and the
world in general.
In the Philippines, we do not experience restriction when it comes to acquiring
information and choosing the mode of communication we want. We can communicate with
other people through calls, e-mails, texts, video conferences, and even online chatting. Our
country, however, has one of the slowest Internet connections compared to its other Asian
counterparts. This is brought by the limited Internet Service Providers (ISP) in our country.
Although the Department of Education (DepEd) is making efforts to provide a stronger
Information and Communication Technology (ICT) curriculum and to improve its facilities,
disabled students still have limited resources for their use.
As we live in the 21st century, having information and technology skills is necessary.
Therefore, digital divide could hinder a person to become information, media, and technology
literate.

DANGERS OF THE INTERNET

In these modern times, more and more people are being inclined in using social media
such as Facebook, Twitter, and Instagram. They tend to neglect their responsibilities and more
important needs due to their obsession with such social networking sites. This habit can result
to various consequences like computer addiction and vulnerability to online crimes.

90
INTERNET AND COMPUTER ADDICTION

Addiction refers to a condition in which a

person seems to have lost control over an
action or behavior, which mental health
practitioners deemed as self-destructive. For
example, when a person who enjoys playing
poker or casino develops addiction, he will feel
the urge to do it under all circumstances.
Can addiction be present in different
media platforms? A person can become
addicted to playing too much computer games.
At first, the person sees video games as
something interesting, so he plays them during his break time. But once the person feels the
urge to be playing computer constantly because it is pleasurable even if he can no longer
carry out his responsibilities, he can be perceived as someone who has become addicted to
computer gaming.
On the other hand, some people become addicted to online shopping. People who
have become obsessed with shopping usually end up staying late at night just to wait for
discount, promos, or bid for products being sold online. As a result, they become heavily
indebted due to their credit card purchases. People addicted to online shopping are obsessive
compulsive buyers. This means that they purchase products they do not need due to sudden
urge or impulse. In the end, their house becomes a mess from the clutter of products they
have no use for.
In addition, others become hooked to using too much social media. These people tend
to be obsessed in updating their status or tweets and checking out their friend’s posts. They
also have the inclination to put comments to almost every online post they see. Hence, people
who have become addicted to social media are unable to finish their responsibilities like school
assignments, which could result to poor performance. Some of them can even suffer from
health deterioration and visual impairment because of their inability to prioritize their condition
over their desire to open their social media accounts.
Even though virtual gaming, online shopping, and the use of social media do not
involve abuse of prohibited drugs, a person who has become addicted to such needs
professional help since his action has made him unproductive.
Treatments for those who have become computer addicts depend upon the person’s
willingness to receive help. They need understanding and support so that they can overcome
the addiction and eventually get back to their old self.

91
VULNERABILITY TO ONLINE CRIMES

Have you ever been bullied? How do

you feel when someone bullies you? When one
is being bullied, the victim feels helpless and
defenseless as the bully can hurt him
physically or emotionally. Bullying can be
physical when the bully bodily harms the victim,
such as by way of punching. Name-calling and
spreading nasty remarks about someone are
also a form of bullying, as the victim will be hurt
emotionally.
With the advent of technology, bullying can now also be done through the Internet this
is known as cyberbullying. In this act, harm is done when the bully tells something derogatory
about someone and then posts and shares it using social media.
There are other cyberbullies who spread gossips about someone to destroy that
person’s reputation. Sometimes, the reason behind it is extortion so some victims have no
other choice but to give in to the bully’s demands in hope that the bullying would stop.
Although cyberbullying may not involve actual physical contact, this social problem
should be properly addressed because an individual’s overall well-being is affected. Victims
of cyberbullying can be given support by showing them care and letting them feel empowered.
On the other hand, the bullies also need help so that they can stop bullying and start to realize
that their action poses harm to other people.
Apart from cyberbullying, frequent use of social media can also result to overexposure
to violence and pornography. Nowadays, many unscrupulous website hosts, leak, or spread
lewd videos and photographs, which can negatively influence minors to behave badly like the
ones they see online. This may result to an increase in crime rate due to juvenile delinquency.

92
 What Is It

Activity No.2: Case Study

Direction: Read and understand the given articles below. Write your answer on a separate
sheet of paper.

CASE STUDY 1: CYBERBULLYING

Carabuena: From bully to cyberbullying victim

MANILA, Philippines -- Robert Blair Carabuena, who admitted his wrongs and issued an apology on
Thursday, has been the subject of online attacks since a video of him allegedly abusing a traffic
enforcer was broadcast and went viral on the web.

Carabuena had been caught on camera berating and slapping Metropolitan Manila Development
Authority (MMDA) aide Fabros on August 11 after he was pulled over for a traffic violation.

“Pending investigation,” Philip Morris Tobacco Corp. suspended Carabuena, one of its employees,
following petitions from various sectors urging the company to fire him.

In a statement, the company said while Carabuena was “not on duty for the company at the time”
the incident occurred, “it does no not condone inappropriate conduct by any of our employees.”

The MMDA also said that the direct assault case it has filed against the Philip Morris executive will
push through despite his apology, and a preliminary hearing at the Quezon City Prosecutor’s office
was scheduled for Thursday.

However, according to initial reports from the MMDA, Carabuena was rushed to the hospital after
feeling discomfort because of hurtful comments he received from several people at the fiscal’s office.

Carabuena has not been immune from online “retaliation” either. From issuing taunts of “baboy” (pig)
to assertions that he should be killed, netizens have not been kind to Carabuena, leading some to
say that the bully is now being cyberbullied.

Flame bait

Incidents of cyberbullying by Filipinos online are not new, with people even intentionally creating
what can be termed as “flame bait” to draw the ire from netizens.

One incident was that of “Ahcee Flores”, an identity created by an Internet troll to comment on Yahoo!
Philippines. A parallel Flores account was also set up on social networking site Facebook.

Flores wished ill on the victims of an earthquake in Visayas, leading to the creation of pages on the
social networking site dedicated to sowing hate against her. Her posts also went viral online.

Even celebrities are not immune. Actress Francine Prieto also received flak for an offhand comment
about President Benigno Aquino III being “panot.”

93
 “I deleted my first Twitter account dahil nilabas ko ang saloobin ko sa dami kong problema…ngayon
naman sobra na ang mga bastos, mahaba ang pasensya ko 'wag mo lang akong babastusin dahil
kaya ko rin maging bastos,” she said to her online haters on Twitter.

As of posting, there are over 40 pages on Facebook dedicated to Carabuena, with names such as
“Patayin si Robert Blair Carabuena,” “Like if you want Robert Blair Carabuena to be fired from Philip
Morris”, “Ikaw na nga may pinagaralan ikaw pa walang modo, f*** you Robert Carabuena” and
“Ilechon si Robert Blair Carabuena,” among others.

“Ipakulong si Robert Blair Carabuena” is currently the top page with 23,216 likes.

There is also now a parody Twitter account for Carabuena -- @RBlairCarabuena. It has only eight
followers and 97 tweets as of posting.

Carabuena acknowledged his haters in his apology.

“Nitong nakaraang Linggo, naramdaman ko po ang galit ng publiko sa aking inasal. Simula nang
lumabas ang ‘video’ sa media at sa ‘social media,’ minabuti ko pong manatili muna sa aming
tahanan,” he said.

Carabuena has since reportedly shut down his social media accounts.

Just desserts?

In a blog entry by Jess Lorenzo on ABS-CBNnews.com, he said that while Carabuena has been the
recipient of a “deluge of harassment online…the image that Carabuena put himself in is his own
doing.”

“I can only surmise that any cyber harassment is provoked by the bullying that Carabuena dished
out to Officer Saturnino Fabros; heightened by their social circumstances,” Lorenzo wrote.

“I believe Carabuena is a typical person who dwells in ENTITLEMENT. This is one of the illnesses
of our culture. It is seen in many of our behaviors and leaders. It even exists in persons who may
hate the likes of Blair but may also manifest similar symptoms. They are double standard people
who are quick to seek justice but are poor in following the law.”

However, in an interview in 2011, Philippine Human Rights Information Center executive director Dr.
Nymia Pimentel Simbulan said that while everyone has a right to the Internet and information, as
well as to free speech, netizens also have the responsibility to respect the space and rights of others.

“There are limits,” she said. “Fundamental rights should not be taken as a license to attack the rights
or positions of other individuals. Nagiging bastusan na.”

Source: ABS-CBNnews.com by Ivy Jean Vibar

Guide Questions:

1. What did Carabuena do that made netizens angry?

______________________________________________________________________
______________________________________________________________________
____________________________________________________
2. Describe the acts of cyberbullying that the netizens did to Carabuena. Do you think
their actions are justifiable? Defend your answer.
______________________________________________________________________
______________________________________________________________________
___________________________________________________

94
 3. How did the incident affect Carabuena’s life?
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

4. Do you think technology and the Internet has made bullying easier?
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

5. Give one suggestion to avoid cyberbullying and cyberbully.

______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

CASE STUDY 2: COMPUTER ADDICTION

Four in ten teenage girls 'are addicted to internet': Youngsters increasingly showing signs of
compulsion with their tablets and smart phones

• Nearly two thirds of pupils said in survey they took their gadget to bed with them
• 46 per cent of teen girls asked thought they were addicted to the internet
• 2,000 secondary school pupils aged 11 to 17 asked their views in survey

Four in ten teenagers believe they are addicted to the internet with girls affected more than boys, a
survey found.

Youngsters are increasingly displaying signs of compulsion to use their tablets and smartphones,
including taking their devices to bed and in some cases even preferring the company of gadgets to
people.

The findings prompted Tablets for Schools, the charity which conducted the survey, to launch a
charter on how families can set boundaries to foster a healthy relationship with the internet.

Advice includes banning children from taking their devices to bed and encouraging them to buy alarm
clocks instead of using their phones for the purpose.

The survey, which questioned more than 2,000 secondary school pupils aged 11 to 17, found that 39
per cent believe they are addicted to the internet.

The figure was higher among girls at 46 per cent, whereas 36 per cent of boys thought they were
addicted.

95
The poll found that girls spent more time chatting to friends on social networks while boys were more
absorbed by computer games.

One 11-year-old girl said: ‘I can never get off it, and at night I stay up for two to three hours after I’m
meant to be asleep.’

A 12-year-old girl said: ‘The internet nearly always controls my actions. I have been told that I am
addicted to the internet and prefer its company rather than being with other people.’

And a third pupil said: ‘If I had no wi-fi I would have no life.’

Nearly two-thirds of pupils - 64 per cent - said they took their gadget to bed with them.

Of these, most were using their phone or computer to talk to friends on social media, watch films or
videos or play games.

One 12-year-old boy said: ‘It’s the first thing I look at in the morning and the last thing at night. It
seems I’m constantly on it.’

A girl of the same age commented: ‘I get nervous when I’m not on the internet for a long time. I feel
like I’m missing something.’

The poll, conducted by the charity Tablets for Schools, led to the development of a charter on internet
use for teachers and families.

It urges youngsters to resist the temptation to take their device to bed and use a proper alarm clock
instead of their phone.

There should also be time limits on how youngsters can use devices with specific times during the
day or week for being ‘unplugged’.

Youngsters were also urged to ‘switch off and sleep’ and ‘don’t use your device as a clock, invest in
a real alarm clock.’

The charter also said that students should protect their study time, find new ‘boredom busters’ -
activities they enjoy away from using the internet - and dedicate certain times of the day or week to
being ‘unplugged’.

Andrew Harrison, the chairman of Tablets for Schools and chief executive of Carphone Warehouse,
said tablets can be an ‘incredible force for good’.

But he added: ‘This Charter of guidance from pupils themselves is invaluable.

‘Boundaries can help maintain a healthy relationship with the internet.’

A report accompanying the poll admits that use of the term ‘addiction’ is controversial.

Psychologist Professor Tanya Byron argues that by labelling behavior such as technology use an
‘addiction’ we run the risk of ignoring the responsibility we have as individuals and parents for our
own behavior,’ the report said.

Youngsters were referring to addiction in the ‘vernacular sense’, the report said.

It adds: ‘It may be that we all, adults and young people, need to impose boundaries on the way in
which we use our digital devices.

‘We might question whether it is a good idea to use devices late into the night or take the device to
bed. Importantly it seems that a dialogue needs to take place between young people and the adults in
their lives, be it in school or at home, about using the internet safely, wisely and in a way which
enhances their wellbeing.’

The charity’s charter on internet use for teachers and families says students should protect their study
time, find new ‘boredom busters’ – activities they96enjoy away from the internet – and dedicate times of
the day to being ‘unplugged’ from their devices.

Source: dailymail.co.uk by Laura Clark, Education Correspondent

Guide Questions:

1. From the research, do boys and girls share the same Internet usage? Explain your
answer and cite statistics or data.
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

2. Cite one real life example in your school or community of teenagers who have
experienced computer addiction. What happen to them? Have they recovered from
their addiction?
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

3. Give two pieces of advice from Tablets for Schools to avoid computer addiction.
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

CASE STUDY 3: DIGITAL DIVIDE

Commentary: Pandemic bares digital divide in Philippine education

MANILA, Philippines — Both the Department of Education and the Commission on Higher Education
have announced that online classes or distance learning will be central in their respective plans for
a “new normal” for academic year 2020-2021 which is due to start by August.

However, this is not as easy as it seems. If anything, a digital divide has long existed in Philippine
education system, and this COVID-19 crisis has laid bare this reality. The Organization for Economic
Cooperation and Development describes digital divide as "the gaps in access to information and
communication technology between individuals, groups, or entire countries."

Totally switching to online classes is not a feasible option for a huge number of Filipino students
currently. So many learners across the country simply do not have the necessary devices and
internet connectivity to be able to participate fruitfully in online classes.

Here are some examples: If they are only relying on free data, will they be able to religiously attend
asynchronous classes? How can they download e-books, lecture handouts, and PowerPoint
presentations or submit video projects if they do not have a smartphone or computer?

Without a laptop, how could they efficiently do research papers?

In fact, these are problems already being encountered by students, especially by those in public
schools, for years. Not only that, the The STAR reported just last year that as many as 13 million
Filipinos households do not even have electricity at home.

Also, it must not be forgotten that for several years now, the internet connection in the Philippines
has been consistently among the slowest in the world.

Education institutions will not be able to live by their commitment of “Education for all” that ensures
that there is “no child left behind” if it pushes through with a sudden and total transition to online
classes given the aforementioned stark realities.

97
There are just three months left before the announced date of school opening. Within that time frame,
education officials say they will be providing teachers with training for the alternative modes of learning
that will be used.

But more than skills enhancement, teachers will have to dramatically upgrade their technological
capacities to deliver online classes effectively as well – and this includes having to buy smartphones
and laptops as well as upgrade their respective internet plans.

And, of course, the same thing goes for students whose parents might have lost their sources of
income because of ongoing lockdown.

Complicating things even further is the fact that face-to-face classes, especially with a setup where
there are 40 to 60 students in a classroom, cannot resume unless the social distancing requirements
and the prohibition on mass gatherings is no longer in effect.

In other words, distance learning will be the way to go for the foreseeable future especially since there
is a need for the education process to go on.

Nevertheless, all these learning continuity plans being developed by education officials need to be
grounded on what students of all socioeconomic status can realistically access like Facebook as well
as lesson modules in Word and PDF formats, not on pie-in-the-sky aspirations.

Source: philstar.com by Mark Pere Madrona

Guide Questions:

1. How is digital divide described in the Philippines?

______________________________________________________________________
______________________________________________________________________
_____________________________________________________________
2. What are the challenges and problems stated by the author that might affect the
education outcome of the students? Explain your answer.
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

3. As a student, what is your opinion about the presented issue? Is there any option to
be proposed to solve this problem? Defend your answer.
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________

What’s More

Activity No.3: Netiquette Analysis

Direction: Analyze what each photo represents in real life situation and what rule of
netiquette is violated. Explain how the issues implied in these photos affect media
consumers like you. Write your answer on a separate sheet of paper.

98
1.
________________________________

2.
________________________________

3.

4. ______________________________

99
 What I Can Do

Activity No.4: Campaign Ad Project

A campaign ad (campaign advertisement) is a series of advertisement messages that

share a single idea and theme. It utilizes diverse media channels over a particular time frame
and target identified audiences. In this activity, you are task to create a 2-weeks campaign ad
which aims to combat any of the following issues (choose only one):
a. Digital Divide
b. Internet Addiction
c. Cyberbullying

Instructions:

1. Before the start of the campaign, draft a campaign plan containing the following parts:
I. Goal of the campaign
• Set your campaign goals
• What do you aim to achieve by the end of the campaign?
II. Target Audience
• Who is your target market?
• Demographic Segmentation: age, gender, family size, income, occupation,
education, religion, nationality, and race.
III. Channel
• What type of platform will you use to your channel?
• Traditional Communication Channel: newspapers, magazine, radio,
television, billboards, telephone, poster, door to door sales.
• Digital Communication Channel: websites, blogs, social media, e-mail,
mobile, search engines.
IV. Content Creation
• For the span of 2-weeks campaign, you must produce a campaign
material/s depending on your preferred channel, target audience, and goal
plan. (Example: At the end of your campaign, you are aiming to influence
the youth to stop cyberbullying. The target audiences are male and female
aged from 15 to 25 years old. For modular modality, you created a poster
campaign, magazine type material, or audio recorded radio announcement.
For online modality, you created a sample infographic, 1-minute
infomercial, or digital poster campaign posted on social media sites like
Facebook or Instagram).
• Conceptualize what will be the content focus of your output and when will
you start to implement it.
V. Create a Calendar
• Your campaign ad must work on a 2-weeks schedule. Outline your activities
and content from beginning to end.

2. By the end of your campaign, you are task to create an accomplishment report with
the following parts:
I. Documentation
• For modular modality, discuss with supported images the flow of your
campaign ad and how they respond with it.
• For online modality, report your campaign’s social media reach (likes and
shares) and engagement (comments) about your post.

100
 II. Assess the overall impact of the campaign. Was your goal achieved? Did the
campaign reach your intended audience? Were you able to get the message
across?
III. Identify the challenges and difficulties you encountered in planning and executing
the campaign ad project.
IV. Lastly, suggest ways on how you can improve the future campaigns.

3. Attach the accomplish output inside your portfolio or send the link of your uploaded
output to your teacher if you have internet access at home. Take note that outputs from
beginning up to end must be properly documented and presented.

Rubrics for Campaign Ad Project

Criteria 4 3 2 1
Campaign Ad The campaign The campaign The campaign The campaign
Design ad showed ad showed that ad showed the ad showed little
creativity and the principles of lack of planning evidence of
awareness of design are and little understanding
the principle of applied but the evidence to the of the elements
design. The overall concept overall and principles of
overall concept are not fully composition. design. No
is clearly developed. The campaign evidence of
expressed in the ad represented planning for
campaign ad. with design effort.
errors or lack of
consistency of
design.
Attractiveness/ The campaign The campaign The campaign The campaign
Mechanics/ ad is ad is somewhat ad is adequately ad is incomplete
Grammar exceptionally attractive in prepared with and lack of
attractive in terms of design, little attention in attention in
terms of design, layout, format, terms of design, terms of design,
layout, format, neatness, layout, format, layout, format,
neatness, mechanics, and neatness, neatness,
mechanics, and grammar. mechanics, and mechanics, and
grammar. grammar. grammar.
Campaign The campaign The campaign The campaign The campaign
Strategy ad contains a ad contains an ad contains ad does not
persuasive and adequate minimal address the
logical explanation of explanation of logical thought
explanation of the strategy. the strategy. behind the
the strategy. campaign.
Planning The scheduling The scheduling The campaign The campaign
plan and plan and ad seems weak ad shows no
sequence of sequence of in schedule evidence of
campaign ad is campaign ad is planning and logical
logical. good but not sequence. scheduling or
logical. does not
mention
schedule at all.

101
 What I Have Learned

Direction: Provide at least three (3) answers in the given question of table below. Write your
answer on a separate sheet of paper.

What new and interesting information How can I use and apply this
have I learned? information?
1. 1.

2. 2.

3. 3.

Assessment

Post-test
I. Direction: Read and carefully analyze the following questions. Write the letter of the
correct answer on your answer sheet.

1. This refers to having the appropriate knowledge and skills to effectively use digital
technologies to communicate with others, participate in society and create, and
consume digital content.
a. Netiquette c. Digital Citizenship
b. Netizenship d. Media consumerism
2. This is what people do when they express a strongly held opinion on the Internet
without holding back any emotion.
a. Flaming c. Arguing
b. Talking d. Discussing
3. The acronym used to help you review your behavior online.
a. CLICK c. NET
b. FEEL d. THINK

4. Name-calling and spreading nasty remarks online about someone are called
__________.
a. Bullying c. Addiction
b. Cyberbullying d. Digital Divide
5. All these choices are factors contributing to Internet addiction EXCEPT:
a. Depression c. Social belongingness
b. Anxiety d. Lack of parental guidance

102
II. Direction: Read each scenario below and identify if the situation manifests good or
bad netiquette. Write G for good netiquette and B for bad netiquette. Write your answer
on a separate sheet of paper.

1. Alexi wants to post a comment to an online message board. She really wants to
emphasize her opinion. She responds in ALL UPPERCASE LETTERS!
2. Tina had a small disagreement on Facebook with her friend about a certain political
issue. She noticed that her friend started to get personal with her responses. Instead
of responding with anger, Tina told her friend that they could just agree instead to
disagree.
3. David is an Internet expert. He reads a question from a newcomer in an online
discussion group. For him, the answer is easy, but the "newbie" is having trouble. He
responds, "Hey newbie! Can't you read a book? Don't ask such a dumb question!"
4. Andrew’s laptop got broken so he borrowed his classmates for an assignment he had
for school. As he opened the Internet browser, his classmate apparently left his
Facebook messenger open. Curious, Andrew browsed through his classmate’s
messenger.
5. Aubrey noticed a factual error on her Facebook friend’s post. Instead of shaming or
mocking her, she privately messaged her friend and politely told her that her post has
an error and that she should correct it.
S

103
Key Answers

References
Books

Magpile, C.M. (2016). Media and Information Literacy (Enhancing Education through
Effective Communication). The Inteligente Publishing, Inc.

Electronic Sources

Clark, L. (2014). Four in ten teenage girls 'are addicted to internet': Youngsters
increasingly showing signs of compulsion with their tablets and smart phones.
Retrieved from https://tinyurl.com/y4x9dfsb

Madrona, M.P. (2020). Commentary: Pandemic bares digital divide in Philippine

education. Retrieved from https://tinyurl.com/yclxkdyt

Vibar, I.J. (2012). Carabuena: From bully to cyberbullying victim. Retrieved from
https://news.abs-cbn.com/lifestyle/08/23/12/carabuena-bully-cyberbullying-
victim

104