MIL notes by: SEPTMARIE ALEXIS BARRIENTOS

TOPIC: Introduction of Media and Information Literacy

Mass Media Mass media, modes (or, less commonly, a single mode) of mass
communication whereby information, opinion, advocacy, propaganda, advertising,
artwork, entertainment, and other forms of expression are conveyed to a very large
audience. (Britanica, 2025)

Communication Simply the act of transferring information from one place, person or
group to another (SkillsYouNeed, 2020).

The process of using words, sounds, signs/behaviors to express the exchange of

information and the expression of the feeling that can result in understanding.

At its core, communications is the use of messages to generate meaning, both within
and across a myriad of cultures, contexts, channels, and media (What is
Communications Studies?, 2020).

Process of Communication:

 Source/Sender: imagines, creates, and sends the message. In a public speaking

situation, the source is the person giving the speech.
 Message: the stimulus or meaning produced by the source for the receiver or
audience or the information being conveyed.
 Channel/Medium: the way in which a message or messages travel between
source and receiver (What Is Communication?, 2012).
 Receiver: receives the message from the source, analyzing and interpreting the
message in ways both intended and unintended by the source.
 Feedback: composed of messages the receiver sends back to the source.
 Environment: the atmosphere, physical and psychological, where an individual
sends and receives messages.
 Interference/Noise: anything that blocks or changes the source’s intended
meaning of the message.
Negative Effects of Media and Information

 Source of misinformation
 Abuse of freedom of speech
 Pose medical, social, and psychological issues
Media, Information, Digital Literacy

1. Influence of Media and Information to Communication

Media Literacy Highlights the capacity of an individual to understand the functions

of media and determine the relevant use and worth of media platforms.

Outcomes include:

 Recognizing and analyzing the media messages that influence beliefs, values,
and behaviors.
 Identifying and questioning the media sources that shape the production and
consumption of media texts.
 Creating and sharing media texts for various purposes and audiences.
 Participating in media culture by using media to inform, persuade, entertain, or
advocate.

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.”

Outcomes include:

 Identifying information needs and formulating appropriate questions or queries.

 Locating and accessing relevant and reliable information sources.
 Evaluating and selecting information based on authority, accuracy, currency, and
bias.
 Organizing, synthesizing, and integrating information from multiple sources and
perspectives.
 Communicating and presenting information clearly and ethically.

Note: Information literacy can help you access, evaluate, and use media texts
proficiently and responsibly, while media literacy can aid you to analyze, create, and
engage with information texts more actively and critically.
Technology/Digital Literacy The skill of an individual to manipulate technology
independently or with the assistance of others in using the technology in an efficient
and suitable way.

ASSESSMENT (Case Scenarios):

1. Sarah receives a forwarded message on social media claiming that a new

"superfood" can cure all diseases, including cancer. Before sharing it, she checks
several reputable health websites and finds no scientific evidence supporting the
claim.
→ Demonstrates Information Literacy
2. John wants to create a short video for a school project. He researches different
video editing software, learns how to use a free online program, and then
successfully produces and uploads his video.
→ Demonstrates Technology Literacy
3. Maria sees a captivating advertisement for a new smartphone that highlights its
sleek design and advanced camera features. She then visits the manufacturer's
website and reads independent reviews from tech journalists, noting both the
pros and cons of the device before making a decision.
→ Demonstrates Media Literacy
4. David sees a dramatic image of a protest on the news. He notices the image
seems to be from an older event and that the caption uses highly emotional
language. He searches for other news sources covering the same protest to get a
more objective view.
→ Demonstrates Media Literacy
TOPIC: Types of Media
Examples:
Books → Print Media
Newspaper → Print Media
Studio News Report → Broadcast Media
Radio → Broadcast Media
Facebook → New Media
Edmodo → New Media

TYPES OF MEDIA
 Print Media - Traditional media consisting of paper and ink, reproduced in a
printing process that is traditionally mechanical.
 Broadcast Media - Media such as radio and television that reach target
audiences using airwaves as the transmission medium.
 New Media / Online Media - Content organized and distributed on digital
platforms.

NATURE OF NEWS/INFORMATION IN EACH TYPE OF MEDIA:

Print Media
 Print news is considered tangible information structured to be reread.
 Provides a level of depth, context, and information that television and radio
cannot supply.
Broadcast Media
 Broadcast news is written for the eyes and ears, while print news is written for
the eyes.
 Instead of measuring news in inches, broadcast journalists measure stories in
minutes and seconds.
 Both print and broadcast apply characteristics of news when writing stories:
* Use of leads
* Specific organizational patterns
* Provide society with daily news
New Media
 More flexible than print and broadcast media.
 Online news can be published faster because it does not always pass through
traditional editorial processes.
 Limitation: People without internet access cannot use online news.
 Internet transformed news consumption → students and audiences rely more
on online sources than traditional media.

MEDIA CONVERGENCE
 Definition (Chakavaneh & Bogen, 2007):
“Media convergence is a theory in communications where every mass medium
eventually merges to the point where they become one medium due to the
advent of new communication technologies."
 Characteristics:
* Co-existence of traditional and new media.
 * Integration of print media, broadcast media (radio and TV), internet, mobile
phones, etc.
* Ability to transform different kinds of media into digital code.
 Social Media Contribution:
Provides new ways of presenting information:
* Blogs
* Vlogs
* Podcasts
* Infographics
TOPIC: INFORMATION LITERACY
These questions include the 5Ws and 1H:
 Who – To identify a person
 What – To know about something
 Where – To locate a place
 When – To know specific time and date
 Why – To state the reason
 How – The way or manner in which things are done

Information
 Data that has been collected, processed, and interpreted in order to be
presented in a usable form.
 A broad term that can cover processed data, knowledge derived from study,
experience, instruction, signals, or symbols.

Information Literacy
Defined as: “The ability to find, evaluate, organize, use, and communicate
information in all various formats, most notably in situations requiring decision
making, problem solving, or the acquisition of knowledge.”

5 Components of Information Literacy:

 Identify
 Find
 Evaluate
 Apply
 Acknowledge sources of information

Stages/elements of Information Literacy

1. Identifying/recognizing information needs
2. Determining sources of information
3. Citing or searching for information
4. Analyzing and evaluating the quality of information
5. Organizing, storing or archiving information
6. Using information in an ethical, efficient and effective way
7. Creating and communicating new knowledge
TOPIC: MEDIA AND INFORMATION SOURCES
INFORMATION NEEDS
 Refers to when an individual recognizes the necessity of acquiring information
(personal or professional) that will serve as the basis for making decisions to
survive.

Why do we need to know our information needs?

 It allows us to focus on our intent in searching for relevant and reliable sources
of information.

Guiding Questions (LibGuides, 2020):

 What information do you need? Define your problem or interpret your
assignment.
 What information do you already have on the subject?
 Do you want general or specific information about the subject?
 How much information do you want? (A single fact, a paragraph, a few pages, or
a book?)
 What types of information do you want? (opinions, statistics, case studies,
expert names, historical info, analysis)
 What sources (databases, catalogues, encyclopedias, Internet) will help you?

LOCATING SOURCES OF INFORMATION

Includes:
 Media
 Internet
 Libraries
 Archives
 Museums
 Personal experiences

Three Main Sources of Information:

 Internet
 Library
 Indigenous Media

INDIGENOUS MEDIA
Indigenous – native, local, originating or produced naturally in a particular region or
locality.
Indigenous Knowledge (IK):
 Local knowledge unique to a culture/society.
 Characteristics:
* Oral tradition of communication
* Stored in memories
* Face-to-face exchange
* Information within community borders
Indigenous Media:
 Produced and operated by community/government.
 Different from commercial, state-run, or public media.
 Forms:
1. Folk/Traditional Media
2. Gatherings & Social Organizations
3. Direct Observation
4. Records (written, carved, oral)
5. Oral Instruction

Indigenous Communication:
Transmission of information through local channels that preserve and adapt culture.

LIBRARY
 A place where artistic, literary, musical, and reference materials (manuscripts,
books, films) are kept for use, not for sale.

Types of Libraries:
1. Academic Library (colleges, universities)
2. Public Library (cities, towns)
3. School Library (K–12)
4. Special Library (hospitals, businesses, government)

Council on Library and Information Resources:

“Library facilities also serve a social function, providing a common ground for users
to interact or a neutral site for individuals from different disciplines to come
together.”

INTERNET
 A global computer network providing information & communication facilities.

Search Engines:
 Use keywords to find relevant websites.
 Top examples: Google, Bing, Yahoo, Baidu, AOL, Ask, Excite, Yandex.

Evaluation Criteria for Online Resources:

 Currency
 Relevance
 Authority
 Accuracy
 Purpose
EVALUATING YOUR INFORMATION SOURCES
 Media and Internet sources may be unfiltered/unverified → fact-checking
needed.

Key Aspects:
 Authenticity – originality, legitimacy, verifiable source (domain, author).
 Validity – accuracy, precision, factual and unbiased.
 Reliability – up-to-date, relevant, consistent.

Tips for Evaluating Reliability:

 Check the author.
 Check date of publication/update.
 Check citations.
 Check domain/owner (.com, .gov, .edu, .org, .mil).

SKILLS IN DETERMINING ACCURATE INFORMATION

 Look for facts.
 Cross-reference multiple sources.
 Check purpose of writing.
 Determine author’s objectivity.
 Watch for advertising influence.
TOPIC: CODES, CONVENTION AND MESSAGES
DEFINITION OF TERMS:
 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 LANGUAGE - Codes, conventions, formats, symbols and narrative
structures that indicate the meaning of media messages to an audience.
 MESSAGE - The information sent from a source to a receiver.

DIFFERENTIATING MEDIA MESSAGES THROUGH GENRE

 Codes – A system or collection of signs that create meaning. Best understood
through genre.
 Genre – From French “type/class/kind.” Helps in understanding literature, film,
TV, and media.
 Conventions – Generally accepted ways of doing something; norms/rules
governing behavior.

CODES IN MEDIA MESSAGES - Codes are systems of signs which create meaning,
divided into three categories:
 Technical Codes – Equipment use in storytelling (camera angles, shots, lighting,
audio).

 Symbolic Codes – Gestures, dress, actions of characters, or iconic symbols.

 Written Codes – Use of text/language style and layout (headlines, captions,
speech bubbles).
SUMMARY FOR CODES
CONVENTION - Accepted ways of doing something, a standard or norm guiding
behavior.
Types of Convention:
 Form Conventions – How media codes are arranged (e.g., news at front page,
sports at back).
 Story Conventions – Common narrative structures (cause-effect, character,
POV).
 Genre Conventions – Tropes, characters, settings, or themes in a medium.

SUMMARY ACTIVITY
Direction: Read each statement carefully. Write A if correct, B if not.
1. Formats are systems of signs that when put together create meaning.
2. Codes are the generally accepted ways of doing something.
3. Technical code includes camera angles, sound and lighting.
4. Producers are group of people whom media are constructed.
5. Camera framing is included in the symbolic code.
6. Font styles are an important component of written code.
7. Conventions are the governing behavior in doing something in media.
8. Colors, objects, and body language all constitute written code.
9. Target audience refers to people engaged in creating media content.
10. Libraries, archives and museums are considered stakeholders of media.

Final Answer Key:

1–B
2–B
3–A
4–B
5–B
6–A
7–A
8–B
9–B
10 – A
TOPIC: Legal, Ethical and Societal Issues in Media and
Information
PIRACY
 Unauthorized reproduction or use of a copyrighted book, recording, TV program,
patented invention, trademarked product, etc.
 Digital piracy = illegal duplication, copying, or sharing of digital work without
permission of the copyright holder.
 Grew out of computer hacking in the 1970s.

Types commonly affected:

 Music piracy (song recordings)
 Video piracy (movies, TV shows)
 Software piracy (programs, games)

INTELLECTUAL PROPERTY (IP)

 Defined by WIPO as: “Creation of the mind, such as inventions, literary and
artistic works, design and symbols, names and images used in commerce.”
 Protected by patents, copyrights, and trademarks.
 Encourages creativity and innovation.

Types of IP:
 Patent – exclusive rights to an invention (design, process, machine).
 Copyright – exclusive right of authors/creators to use, copy, or duplicate their
works.
 Trademark – recognizable symbol, phrase, or insignia representing a product.
 Trade Secret – confidential company process/practice that provides economic
benefit.

IP in the Philippines
 1987 Constitution, Article XIV, Section 13: protects rights of creators to their
intellectual property.
 Republic Act 8293 (Intellectual Property Code of the Philippines): established
IPOPHL (Intellectual Property Office of the Philippines).

Why protect IP?

 Incentivizes creativity
 Promotes respect for creators
 Prevents infringement and “free riding”
 Supports economic development
 Helps sustain competitive businesses
COPYRIGHTS
Importance:
 Allows creators to control use of their works
 Helps preserve value of their creations

How to avoid copyright issues:

 Get permission
 Use public domain images
 Give credit
 Review social media ownership rights
 Consider buying consent

When copying is allowed:

 With permission from copyright holder
 If copyright has expired
 If use falls under Fair Use

PLAGIARISM
 Using another’s work without authorization or credit.

Types of Plagiarism (Sources Not Cited):

 Ghost Writer – submitting another’s work entirely
 Photocopy – copying large portions from one source
 Potluck Paper – mixing different sources with little change
 Poor Disguise – minor word changes but same structure
 Labor of Laziness – paraphrasing from sources without originality
 Self-Stealer – reusing own past work

Types of Plagiarism (Sources Cited but still plagiarized):

 Forgotten Footnote – name cited but missing details
 Misinformer – inaccurate citation info
 Too-Perfect Paraphrase – missing quotation marks for word-for-word text
 Resourceful Citer – citations used but no original work
 Perfect Crime – some sources cited, others paraphrased without credit

Common Plagiarized Activities:

 Copying media/images from websites
 Making videos with copyrighted music/footage
 Performing copyrighted music (covers)
 Composing music that heavily borrows

How to avoid plagiarism:

 Paraphrase in own words
 Cite sources properly (APA, MLA, etc.)
 Quote directly with quotation marks and proper citation
 Cite your own past work
 Reference all sources
FAIR USE
 Allows reuse of copyrighted materials without permission under certain
conditions.
Examples:
 Criticism
 Commentary
 News reporting
 Parody
 Teaching

Four Factors of Fair Use:

1. Purpose and character of use
2. Amount and sustainability of work used
3. Nature of copyrighted work
4. Effect on the market

Advantages:
 Access to copyrighted works with citation, even without approval

Disadvantages:
 Risk of exploitation
 People may profit unfairly from others’ work

Importance:
 Prevents copyright law from stifling research/criticism
 Balances rights of creators and users