Meil 1

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Media and Information Literacy Introduction to Media and Information Literacy

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Module 001 - Introduction to Media
and Information Literacy
In the present age, it is hard to imagine life without media. We spend

almost 30% of our waking hours exposed to various media types that we
are often unaware of its long lasting influence on us.
This module will introduce you to media, information and how it must
be intelligently and rightly utilized.
At the end of the module, the student should be able
to:
1. Describe how communication is affected by media and information

2. Identify the similarities and differences of media literacy, information
literacy and technology literacy 3. Explain the value of being a media and information
literate individual 4. Identify characteristics and describe responsible
uses and competent
producers of media and information. 5. Determine media habits,
lifestyles and preferences.
Knowing, understanding, and evaluating media and information will
enable you to become a media and information literate individual who
could distinguish and filter information and its sources.
All About
Media
The widespread of mass media in the current age should not be underestimated.
Media’s span of influence knows almost no bounds as it could be of reach almost
anywhere in the world. Our exposure to media has been something like an essential
part of the background: we are not aware of its influence and its many uses for us but it
seems like it has always been there.
According to a study by the scholars of Ball State University, an average person
spends around 68.8% of his waking hours with media. This study has further shown
that we are mostly involved in media multi-tasking or the “simultaneous exposure to
messages from different media.”
With the continuous development of media over the years, we have grown more prone
to media multi-tasking. The internet has opened the world to greater possibilities,
beyond the traditional media of print and broadcast. Our reality has become the life of
media saturation.
Recently, we have come to depend on media. We communicate with people using it, we
watch and learn from it, we interact with it almost everyday that it’s practically
impossible to separate media from a person. A mutual dependence exists in both
groups: media rely on an audience to thrive and people rely on media for information,
entertainment and other things. At this point in time, interdependence of media and
people is inevitable.
According to Vivian (2009), the following are the things we usually need media
for:
1. Personal dependence – there are people who have come to

depend on media for their convenience. We use media for almost
everything. For example, people tend to watch, to listen or to read
about weather forecasts to alert us. This swift transmission of
information is what entices people to use media.
2. Information – Information delivered through mass media comes
in
various forms. It may be in print: in the form of brochures (letting
you know about the benefits of consuming this herbal tea), and in
the form of newspapers, (letting you know about the current state of
the country and the world). It may also come in the form of
broadcasted material (through newscasts) or in digital form
(through articles and pieces of news distributed through the
internet). News in whatever form makes information about the world
more accessible. Without it, we have to live through word of mouth
or by hearsay. As humans, we thrive on information and it is
important for us to make decisions, make informed opinions, and
contribute something important to discussions.
3. Entertainment – Before media emerged, people have invented ways

to
entertain themselves through actual movement and interaction
(storytelling, dancing and singing). Now, we have movies,
television, and music, mostly distributed through digital means.
With the recent rise of social media, entertainment came in the
form of videos, photos, stories shared from one user to another. It
will probably be hard to find a person who hasn’t had some kind of
encounter with this kind of media in the past week as a distraction
or entertainment.
4. Persuasion – We are able to make our informed opinions

and
decisions on various topics through competing with other ideas, or
most commonly known as the marketplace of ideas. The
marketplace of ideas is “the concept that a robust exchange of
ideas, with none barred, yields better consensus.” In this age, we
are witnesses to varying points-of-view and perspectives in a mass
media marketplace. Vivian (2009) stresses the importance of
media persuasion in a country such as the Philippines. Democracy
builds public policies based on the agreement of the public
majority. Social media has sparked various discussions on
pressing issues of the country, making the people heard by the
government and public officials.
Media
Literacy
Information, more than being available and easily at reach nowadays, come in
large amount. The flow of information is seemingly endless. However, with this,
comes a reasonable consequence: it will be hard to distinguish its quality.
Technology is merely a tool in the distribution of information. It is up to a person to

understand, filter and ponder on the information he consumes. These circumstances
bring the need for acquisition of various literacies that will help us understand and
adopt meaningful courses of action. (ALA, 2000; Martin and Madigan, 2006)
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The most common definition of literacy is “the ability to read and write.” But more
than that, the dictionary also defines literacy as the “knowledge that relates to a
specified subject.”
Media literacy is the “possession of knowledge to be competent in assessing

messages carried by mass media.” At this day and age, it is rare to find someone
who does not completely know media. We can say that everyone has an advantage
in the talk of media literacy.
Aufderheide (1992) has identified media literacy as “a movement, which is designed
to help to understand, to produce, and negotiate meanings in a culture of images,
words and sounds.”
Along with this, she enumerated the following qualities of

media:
• Media are constructed and construct reality;
• Media have commercial implications;
• Media have ideological and political implications
• Form and content are related in each medium, each of which has
a unique aesthetic, codes, and conventions;
• Receivers negotiate meaning in

media.
The European Commission (2007), on the other hand, gave the following definition:
“Media literacy is generally defined as the ability to access the media, to understand
and to critically evaluate different aspects of the media and media contents and to
create communications in a variety of contexts.”
With this definition, the commission has listed the various levels of media
literacy:
• Feeling comfortable with the existence of media and active use

of media for entertainment, access to culture, intercultural
dialogue, learning and daily life applications.
• Having a critical approach to media with regards to quality and

accuracy of content.
• Using media creatively.
• Understanding the economy of media
• Being aware of copyright issues.
Vivian (2009) has enumerated the following factors to consider in media

literacy:
1. Factual Foundation – to understand media better, it is best for a person

to
learn the basics of the media at hand. The foundation of media literacy
is essentially factual foundation. For example, to understand the
complexity of the television, it is best to know how you change the
channel, volume, its display settings, and its various mechanisms. You
must know its uses and how it operates.
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2. Media Dynamics – as previously mentioned, there are various levels
in
media literacy. One of these levels is the understanding of the
dynamics of media that shape media content. One such dynamic is
economics which is the known primary driver of the behavior of media
companies. Media economics is tied with the media’s need for an
audience to thrive. Hence, the need for advertising. Knowing and
understanding the media dynamics is one step in the better
understanding of the world.
3. Media Effects – through media literacy, we can distinguish what

concerns and issues must be significant to us and what would bring the
opposite effect. Media literate individuals have the ability to “weed out
truly dangerous media effects from those that are disturbing but are
perhaps inconsequential.”
4. Media Issues – there are various opinions forming around

significant
topics all around us. While it does contribute much to discussion, it still
requires a fair amount of media literacy to decipher which of these
would be instrumental in the shaping of our society.
No one can become a complete media expert (Vivian, 2009). This daunting task may
be hard to overcome, but it is no excuse to not learn it. Media literacy is an education
that is ultimately aimed at “increasing one’s understanding and enjoyment of how
media works, how they produce meaning, how they are organized and how they
construct reality (Ontario Association for Media Literacy).”
Information
Literacy
Information literate people are able to recognize what information, out of a huge
pool, is necessary. Information literacy enables you to identify, locate, evaluate, and
use information to solve a particular problem. (ALA, 1989)
Hobbs (2006) described the nature of information literacy as education that
emphasizes “critical thinking, meta-cognitive, and procedural knowledge used to
locate information in specific domains, fields and contexts.” Information literacy is
mostly aimed at the recognition of the quality, authenticity and credibility of the
information/messages we receive from various sources.
While both information and media literacy are ways to function within complex
communicative situations (Geisler, 2001) and both require critical evaluation,
information literacy has been regarded as vital, especially for those in the academic
and information field.
In the next few modules, there will be further discussion on how information literacy
is conducted and exercised, which will prove to be useful in the selection of
information to consume.
The concepts of both information literacy and media literacy overlap or complement
each other. The difference lies in each literacy focus. While information literacy focuses
basically on information in print (like in books, journals, newspapers, and including all
forms of media and records such as films, web pages, video and all sorts of electronic
information as well as oral information.)
Media literacy’s focal point is the mass media that does not include the sources of
information used. This type of literacy zeroes in on maximizing positive media effects
and minimizing the negative (Martens, 2010).
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Information literacy, on the other hand, is concerned with more plain social issues than
media literacy. According to Lau (2013), information literacy focuses on the “objectivity
and rational of information and to a great extent on the research value of finding the
‘truth’ in documents.” Information literacy revolves around the content and its ability to
meet the set criteria of quality information.
Media and Information literacy have differing social groups that they influence. While
mass media generally affects most members of society in terms of shaping opinions,
beliefs and decisions (especially in health and education), information literacy is
concerned with the impact on education, science, economy and health sectors.
Both may focus on the evaluation and use of their scope, another difference lies in
the location and retrieval of material. Mass media is overwhelmingly present in our
everyday life, whereas information literacy requires the search for good information in
different formats and multiple repositories.
In terms of the production of information, media literacy emphasizes on the

understanding of how messages from the media were constructed. Information literacy,
on the other hand, focuses on information services which aim at objectivity (such as
edited books and other similar materials).
Technology
Literacy
An emerging type of literacy, technology literacy has slowly crawled its way into
essential knowledge. Shaphiro and Hughes (1996) defined technology literacy as “the
ability to ongoingly adapt to, understand, evaluate, and make use of the continually
emerging innovations in information technology so as not to be a prisoner of prior
tools and resources and to make intelligent decisions about the adoption of new
ones.”
Vivian emphasizes that media is highly dependent on technology. Although for years,
people have communicated without the use of technology, mass media has opened
various opportunities for wide reach of distribution of information, especially for
audiences in considerably far areas.
Media technology is the product of human invention. Some of the most

distinct technologies used nowadays that have evolved over the years are
the following:
• Printing Technology – in the 1440s, the emerging of the printing

press has spawned the creation of printed materials such as books,
newspapers and magazines.
• Chemical Technology – Photography and films relies on

chemical technology that continues to evolve until today.
• Electronic Technology – Some of the examples of electronic

technology are sound recording, electricity, radio and television.
Digital Technology – the Internet adapted the traditional media types into digital
technology, coexisting with its original form. While traditional media has adopted
digital technology to increase on capital and audience, the digital medium has also
opened
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Media and Information Literacy Evolution of Traditional to New Media
Course
Module
Module 002 Evolution of Traditional to
New Media
In this week’s lesson, students are expected to learn more about the
media, particularly its history, and how the continuously evolving forms of
traditional and new media are changing the society throughout the years.
At the end of this module, you will be able
to:
1. Identify traditional media and new media and their relationships 2.
Editorialize the roles and functions of media in a democratic society
3. Search the latest theory on information and media
From Traditional to New

Media
Long before the media became a huge part of society’s development,
people have already found ways to communicate. Despite the lack of
electricity and technology in the ancient times civilizations were able to
share information, which in turn helped in the continuous evolution of the
human knowledge today.
Prehistoric Age Back when there were no newspapers, radio and television
around, people found ways to tell a story. Humans shared information by talking and
making sounds, and it developed into something later on. The prehistoric age of media
basically consisted of records created by our ancestors, long even before writing was
even invented. They have made use of stone tools to craft – and thus leave a record of
their lives back in the old days.
The first traditional communication tools came in the form of art – the
music and poetry spoken, the images and scriptures which our ancestors
had written to pass relevant knowledge to the future generation. The
simple talking and symbols evolved into something more complex in order
to meet the needs of the society.
The Egyptians, for instance, were among the first to use symbols as a
form of written communication. There was also the cuneiform used by the
Sumerians, which they used not just to jot down important details, but also
to write relevant literature, among them the famous Epic of Gilgamesh.
Later on, ancient civilizations used written communication in order to make
the trade
more convenient. This is what the Phoenicians became well-known for; a
society that survives through trade, they formed the alphabet which was
adopted by the Greeks, who further developed it by adding vowels. The
spread of news was mainly by mouth; not everyone was able to read or
write, hence there were heralds who announce relevant events. In the
Philippines, the umalokohan or town crier served as the messenger to the
people, making them aware of new laws or policies implemented by the
datu.
Rome and China began to develop their own forms of written news.
Rome’s written news came in the form of acta, their daily handwritten new
sheets, which were posted by the Roman Forum to inform people of
subjects such as political events, trials, scandals, military campaigns and
executions. China, on the other hand, have the tipao, which were
government-produced new sheets circulated among officials during the
Han dynasty.
Media and literacy further evolved as technology had improved. Back in

the Medieval Age, books and other reading materials were written by
hand, hence there were limited number of literary materials which were
mainly accessible to the clergy and the nobles.
The German metallurgist Johannes Gutenberg was known for creating an

important milestone in the history of printing: the movable metal type, a
relevant invention that helped in the development of mass communication.
While printing has been a known technology in eastern Asia since the
ancient times, it was around mid-1440s in Europe that the mass
production of words became possible for the first time. By 1500s, there
were around 40,000 books published all over Europe. This revolutionary
invention made it possible for more people to learn.
Industrial Age The Industrial Age was said to have begun around 18th century in
Great Britain. It was a period that was characterized mainly by the revolutionized way of
mass production, as hand tools were gradually replaced by power driven machines like
the steam engine. During this period, there was a remarkable shift from agriculture and
handcraft to machine and machine manufacturing.
From transportation (steam locomotive, steamship, and automobiles) to
machines utilizing new sources of energy (coal, steam engine, electricity,
petroleum, and combustion engine), the Industrial Age was a brilliant age
for numerous inventions which changed people’s lives.
Media further developed in the 1800s with Thomas Edison’s invention of
the phonograph, and it was also during this period that William Dickinson
devised motion picture camera.
In 1836, Samuel F.B. Morse along with Joseph Henry and Alfred Vail
further advanced the way people communicate with the invention of an
electrical telegraph system that enabled people to send messages from
distant places.
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The Morse Code was remarkable as it can transmit messages by means
of on- off tones which can be understood by a skilled listener.
Around this time books, newspapers and magazines became relevant in

the spread of information. Education became mass-based, hence there
were more literate people than in the past ages. This, of course, paved the
way to further development in technology, media and information.
Electronic Age When humans have further advanced in terms of technology, it
was inevitable that the media had to keep up. In 1895, Guglielmo Marconi transmitted
the first radio waves. By 1901 he was able to perfect a radio system which transmitted
the Morse Code system across the Atlantic Ocean.
Communication was expedited in 1876, when the Scottish-born American

scientist named Alexander Graham Bell was granted the first official
patent for the telephone. This invention further revolutionized the spread
of information.
The era of television began in 1927, when the use of the first electronic
television designed by Philo Taylor Farnsworth was successfully
demonstrated. It became an important medium of information and
entertainment ever since.
Information (New Media)

Age
New media started out its development in the year 1969, as internet was
first created to aid the U.S. military in disseminating information. During
this period communication has become cheaper and better, thus making
information faster and more widespread than ever before. In 1998, the
telephone evolved into something more portable, that is, the cellular
phone.
But it did not take long until the internet grew into one of the most
important platforms for digital media today, an essential pathway which
helped spread information through millions of people every day. With
computers and the internet, we are able to do more than just access
information; we are able to include it in our daily lives, from online
shopping, conducting business transactions, even for entertainment.
Social networking sites (SNS) also occurred during this period. Facebook,
Twitter, Instagram, and other websites allow people all over the world to
communicate and interact with each other online, creating friends and
other forms of connection via internet.
In the age of New Media, people continuously disseminate information in
all parts of the world, making life faster, better, and more efficient than
ever. And despite all these things, the mass media still continues to
evolve.
History of Media in the
Philippines
The Philippines also had its own history when it comes to media and
information. In the pre-colonial times the Filipinos already have a writing
system (baybayin) which they use to communicate, particularly on basic
things such as documents and receipts for transactions.
When the Spanish arrived and colonized the country, they also brought
with them the technology for printing used in Europe – which led to the
Doctrina Cristiana, which was reportedly published in the 17 th century
(Viduya, 2010). The first newspaper in the Philippines was the Succesos
Felices which was published by Tomas Pinpin in 1637.
But perhaps one of the most influential media in Philippine History was the
newspaper, particularly the La Solidaridad which was written in Spanish
and published in Spain. A pre-revolutionary newspaper, it was supported
by Filipino intellectuals, the landed natives, and even some Spaniards who
sympathized with the Filipino cause for independence. Among the writers
for La Solidaridad were Jose Rizal, Graciano Lopez Jaena (also La
Solidaridad’s first editor), Marcelo H. Del Pilar, and Mariano Ponce.
Today, media continues to develop, becoming broader and deeper. With
the help of technology, media can distribute information, be it local or
international event.
Traditional and New

Media
Traditional media refers to the forms of mass communication that people
utilized before the advent of new media. They came in various forms
which most of us wouldn’t have realized. Traditional media includes the
following:
• Newspapers
• Magazines
• Television
• Radio
• Books
One form of traditional media is the folk media. These forms of

communication helped spread the culture form one generation to another,
thus including them among the forms of traditional media. These include
folk music and dances, symbols, art, among other things.
New media, on the other hand, has the same purpose as traditional
media: it was created to inform the people, to pass on knowledge into the
audience. But the new media is different – it uses technology to spread
information through more interactive means. They also provide two-way
communication and easier to access. The spread of new media relies on
the power of the internet and the computer. Websites, social media, digital
videos – these are some of the new media platforms of today.
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The Function of Media in the

Society
Media plays a relevant role in the development of the society. The
foundation of our society’s progress relied on humans’ abilities and
understanding, and these depended on how well knowledge was
distributed among them. With various forms of media, people gain access
to information, which in turn helps them gain the knowledge and skills they
need. This leads to more individuals capable of changing the society,
either for better or for worse.
The role of media in our society varies; it depends on how people used
them. We use media to learn. We use media to know the current events in
real-time. We use media as basis of our opinions and decisions in life. In
the Philippines, the media has greatly influenced our society. The La
Solidaridad, along with other publications that occurred at the time of
Filipino revolution during the Spanish colonization period in the country,
helped in raising the awareness of Filipinos, who were suffering from the
cruelty of Spanish authority.
Today, the mass media upholds its duty as the Fourth Estate, especially in
a democratic country such as the Philippines. This is due to the idea that
its power is co-equal to the other three branches of the government.
Media, particularly the mass media consisting of today’s journalists, serves
as the nation’s watchdogs, keeping an eye out for the relevant events
which can influence people’s lives. It is an undeniable force to check
corruption that is happening in the government; it can announce
information about the presidential candidates, a factor essential to the
voters in the upcoming election. Media can provide information which can
change people’s opinion on various matters.
Learning Theories on Information and Media

Literacy
Throughout the years, there have been studies on information and media.
These theories became relevant in understanding the media literacy of
individuals, as well as in studying behavioral patterns which may have
been related to media. Understanding these theories will require
knowledge on how former researchers and academics have dealt with
them.
There are three theoretical perspectives on information literacy today. The

Phenomenographic perspective is basically directed on the variation of
people’s experiences of a certain phenomena, in this case information
literacy. Learning is viewed more than just the teacher passing information
to the student; it is as an activity that aims to construct meaning.
The Socio-cultural perspective has a different focus – it dedicates itself

on communication in social practices. A notable figure behind this is the
Russian behaviorist named Lev Vygotsky, whose writings helped people
understand the significance of using cultural tools in learning. This
perspective places its
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focus on the relationship between individuals and various forms of
collective practices.
Lastly, the Discourse Analysis Perspective focuses on how people in

practice perform specific information tasks. Its aim is to understand
information literacy through information practices.
Glossary Morse Code: a method used for transmitting text information in the form of
light clicks or
on-off tones, invented by Samuel
Morse.
Phonograph: a device created by Thomas Edison in 1877, for the purpose
of the mechanical recording as well as reproduction of sound.
Tomas Pinpin: said to be the “Prince of Filipino Printers”, as well as the “Father of
Filipino Printing”, he was credited for printing the first Tagalog dictionary and the
first newspaper in the Philippines, among other things.
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Media and Information Literacy Information Literacy and Types of Media
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Module 003 – Information Literacy and
Types of Media
One of the previous modules introduced you to information literacy and its
uses. For this module, we will dig deep into the understanding of
information found in most academic materials.
In addition to information literacy, you will learn about the basic types
of media and the content they usually produce.
At the end of the module, you should be able
to:
1. Demonstrate ethical use of information 2. Identify what information is

needed, where information is located, where
to access information, how to assess organize and communication
information 3. Classify contents of different media types 4. Define
media convergence
Information
Literacy
An information literate person possesses the skills and techniques for measuring the
value of information and molding this information to suit their needs. (Zukowski, 1974)
The image below is adapted from Lau’s research, Conceptual Relationship of
Information Literacy and Media Literacy, that illustrates the six quality information
principles from the requirements of data quality by the Three Rivers District Council
(2008).
Image retrieved from Lau
(2013).
What information is
needed?
In researching for information that you need, it is important to filter the information from
a large pool of sources. Referring to the image above, the necessary data, information
and knowledge you need to acquire and use must have the following qualities:
1. Relevance – in searching for information with regards to a particular topic, it
is
important to consider what suits your needs. Will this information support your stand in
an issue? What is its target audience? Does it match what you need? Does it respond
to the purposes of your research? 2. Validity – Information must not merely be from
anyone or anywhere. According to the Three Rivers District Council (2008),
“information needs to be in compliance with relevant requirements, including the
correct application of any rules or definitions.” Information from reliable sources are
significantly more valid than those from questionable sources. 3. Reliability – The
reliability of an information is measured by its consistency. It must
have been verified and supported by collated facts to be considered reliable. 4.
Timeliness – Information must not only be reliable, but timely. In this constantly
changing world, information may also evolve and expand through the years. The
information must match the topic you’re researching in terms of time span. You must
properly identify whether you need a current information or if older sources may do.
5. Accuracy – Lau (2013) has stated that, “information ought to have the condition or
quality of being true.” Just like measuring its reliability, accuracy relies on the
information’s verification by other alike sources and supporting evidence. 6.
Completeness – Information must be complete. Partial information may be considered
unreliable because of it being just a small part of a bigger picture. It must suit
what is needed by the researcher.
Where is information located and where to access

information?
Carroll Community College has identified the following criteria of selecting the
best information sources:
1. An information literate individual knows that not all sources of information are the
same. In selecting the best source for a particular topic, there might be various places
where you can get it. 2. Selecting the best information source is part of the evaluation of
information 3. The Internet is not always the best source for information, although it may
contain a lot. 4. It is best to know your topic first by its overview or background before
you delve into
any other resource material to understand what kind of specific information you are
looking for. 5. No type of media source is better than other types. For example,
electronic sources are not always the better source than print. The most important
thing is the relevance, the timeliness, validity and accuracy of its content. Format does
not really account for everything.
Furthermore, Carroll Community College also gave the following basic information
sources and its characteristics (or why you should use this particular source):
• Books – the most common and often most reliable source. This is the best source
to start with in researching a topic. Books often contain organized information
collected from various sources so it is wise to obtain the necessary background
information on the topic from them. Experts on the topic spend a long time to
research and write a book. Unlike other sources, books present additional sources
of information especially in the bibliography. Skimming and scanning books are
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acceptable if you are looking for a specific type of information as only one or a
few parts of the book may be relevant to your topic. Its publication rights and
copyrighted information gives you an assurance that the information has been
verified by editors, thus less time for evaluation. However, one must be careful
about the validity of information with regards to time.
• Scholarly articles – these are considered professional literature, as experts or
scholars of a specific field composed it. These articles have been peer-reviewed.
You may rely on this type of source if you’re looking for specific statistics or data or
opinions on issues. These are mostly focused on one topic only and is catered to
people who have prior knowledge on the topic, thus not making it viable for
background information. Some of its advantages are references to additional
sources, and its copyright.
• Other periodicals – this type of source mainly includes popular magazines, and
news sources like newspapers. Contributors, writers, editors, and reporters write
individual articles on various and relevant topics regularly. These are typically
shorter than the previous types and may give you background information on topics
or issues related to current events. These are also reviewed before publishing and
protected by copyright, thus less evaluation is necessary.
• Internet – this contains a wide variety of sources but also a known self-publishing
medium. Unlike other types of sources, internet has paved the way for published but
not reviewed information. Websites are difficult to cite as they contain multiple titles
and document types. The hardest part of obtaining this source is the evaluation
which may take time.
Ethical Use of
Information
Now that you have the necessary information to build a new idea using your topic,
you must be aware of the ways to use information from various sources ethically
without plagiarizing.
Plagiarism is defined as using a source without credit. While it is unavoidable to use
other people’s information, it is no excuse to commit plagiarism.
This could be avoided by learning the
following:
1. Citing – Citation is needed for the acknowledgement of the original source of

the
information you used. This is to properly credit their contribution to the formation of
a new knowledge. Citing also provides evidence to support your research. Knowing
the source of your information may or may not strengthen the validity of your
material. Proper citation of your sources may also help your reader understand
which parts of the text are your own and which are from other’s ideas.
Citation of sources gives your text reliability and credibility with the wise use
of references.
There are different citation styles that you may use. It is important that the style
is consistent throughout the text so as not to cause confusion among the
readers.
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In citing, you should also know when you should do it in a text. The Dakota State
University’s Karl Mundt Library and Learning Commons gave the following
situations when you could cite a source in your text:
- If you are stating the author’s own words, put quotes to secure the
statement
and then cite the source. - When you paraphrase a statement, cite the source after it. -
When the idea is borrowed and not yours, cite your source. - Include the list of sources
in your bibliography. 2. Quoting – is putting an exact or word-by-word copy of the
original author’s words. This is used to preserve the intended context of a statement. In
using this, you must properly acknowledge the author, the resource, and the page, if
necessary. 3. Paraphrasing – is rewriting the original statement from a source in your
own words.
After paraphrasing, make sure that you give credit to the original author and the
source.
Types of
Media
Print Media
• Books
These are stiffly bound volumes of text, making it unique from magazines
and newspapers. According to Vivian (2009), the most useful definition for
books is “long-form, word-driven, media content.”
The earliest recorded existence of books is in the 1440s due to Johannes

Gutenberg’s innovation that pioneered the mass production of written words.
Human existence has been reliant on printed words since then. The printing
press has given opportunities to spread learning to different people using
books. The innovation has opened the world to scientific progress as scientists
could then contribute to previous discoveries and researches.
Mass production of books has opened the masses to new ideas. This became a
medium for revolutionists to persuade people. This is similar to what Jose Rizal
did using El Filibusterismo and Noli Me Tangere that sparked revolutionary
thoughts in many Filipinos.
Books have been the medium for literacy. Experts of various fields contribute to
the youth’s literacy by researching and writing books. These materials are used
by students as aides for learning.
Books are mainly divided into two main categories: the trade books and the
texts and references books.
Trade books are widely distributed, general-interest titles that are either fiction
or non-fiction. When people say they read books, most of them refer to trade
books. According to Vivian (2009), trade books can be lucrative if it becomes
popular, however, only a few can become bestsellers. It is referred to as a
“high-risk proposition.”
Textbooks, on the other hand, may not be that profitable, but typically, it has
a longer life than trade books, meaning it can stay longer in shelves at
bookstores.
5
This type of book includes reference and professional books, college

textbooks, elementary and high school textbooks and learning materials. Some
examples of professional and reference books are dictionaries, encyclopedias
and atlases. Textbooks are greatly beneficial in supporting students in their
studies. The target audience for textbooks is always its level of knowledge.
• Newspapers
In an online article in Inquirer by Quismundo (2014), she disputes the rumor that
the newspaper business is dying. According to her, “the newspaper business is
very much alive, still with a steadily increasing number of people who make
reading newspapers part of their day.” Taking the Philippine Daily Inquirer as an
example, 500 to 600 copies are handled every day while on weekdays, there
are a thousand copies for circulation.
Some department agencies in the Philippines, although making the shift to
digital, have opted to stay using print because they have difficulty reading
articles online. This is the reason why some people, especially in the
Philippines, still prefer their news on paper.
According to Vivian (2009), in most communities, it is said that newspaper have

more depth in their coverage of news. This is because in one edition of a
newspaper, it contains various content such as news, advice, comics, opinion,
puzzles and data. People have their selected sections which they can browse at
their own free will. Unlike in broadcast media, they have the power to choose
which information to consume.
Newspapers have become a vital part of people’s lives. The contents of the
newspapers give people a common ground, or common topics to tackle and
talk about. But due to the innovations of new media, newspapers have
become increasingly unpopular, especially for the younger generation, who
can access various articles online.
There are two main formats of newspapers: the broadsheets and the
tabloids.
Broadsheets are comparatively larger and plentiful. Most broadsheets before

are wide, with nine two-columns of text filling the full-size page but now, they
have become more compact and reduced in size.
Tabloids are most commonly known to contain eye-catching and

sensationalized headlines to get people to read it. They’re the half the size of a
broadsheet, typically easier to carry.
• Magazines
Magazines were said to be the first publication in the Philippines if we are to

base from the definition that it appears less frequently than newspapers.
According to Lent (1969), if magazines were those that are published regularly
in fixed intervals
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of more than a day with specialized content, this type of media started around
the mid-1800s.
Magazines typically cater to a huge amount of audience. Vivian (2009) said

that people have the “tremendous appetite for magazines.” People who are
more educated and earn more than the average consume the most
magazines. This is a widespread medium that can even provide entertainment
for the lesser privileged for its mostly visual and colorful appearance.
Magazines are divided into two major types: the consumer magazines and the
non- newsrack magazines (Vivian, 2009).
Consumer magazines include newsmagazines, women’s magazines,

men’s magazines, and intelligentsia.
Newsmagazines contain summarized news stories which are grouped into

categories according to its content. One notable example of this type of
magazine is Time.
Women’s magazines, on the other hand, caters to a specific audience,

particularly women which intends to uplift womanhood by covering topics
ranging from fashion to cooking to morals. One example of this type of
consumer magazine is Good Housekeeping.
Men’s Magazines like Esquire and Playboy, also target a specific portion of the
population. They focus on stereotypical men’s interests such as sports, outdoor
life and women.
The Intelligentsia are magazines that encourage thinking and observation from
its audience with topics including political, economic, social, artistic and cultural
issues. A famous example of this type of consumer magazine is The New
Yorker.
Non-newsrack magazines are publications which organizations create their

own published material for their members.
Sponsored magazines are one such publication in which they mainly contain
advertising and are self-sufficient. Most of this type of magazine are not
really aiming for advertising at all. Some examples are university
magazines, in-house publications for employees, among others.
Trade journals aim to have members of a profession or trade informed about

the latest news in their field.
Newsletters are another type of non-newsrack magazines which thrive

because of their pure journalistic form with little to no advertising in between its
pages.
Broadcast
Media
• Radio and Sound Recording

7
Radio and sound recording go hand in hand. Sound recording products often
rely on radios for distribution. Radios, on the other hand, are everywhere. Their
scope is controlled by electromagnetic spectrum that covers every corner of the
world. However, like most traditional media, there have been cracks in the
system that makes it easy for new media to penetrate into.
Radio can cover a lot to provide entertainment and leisure. It has its own
format of news delivery, in the form of breaking news, headline services and
even news packages. There are also talk shows in the radio that paved the
way for more listeners to use the media.
However, with the continuously evolving medium, technology has provided ways
for people to satisfy leisure for the ears. MP3 devices and even mobile phones
play music of your choice which was only possible in the early times to be done
by radio. Podcasting also moved to replace talk shows on radio, as it gives
chance for people to make their own listening show, focusing on a topic they’re
passionate about.
• Television and Motion Pictures
Television has been a breakthrough that transformed mass media. It will be

quite impossible to find someone in most parts of the world without a television
set. Out of all the traditional media thriving in this age, television might be the
farthest from dying. Visual products tend to have lasting impacts than most
media.
Although new media has introduced people to streaming websites which you
can control what you can watch and when you can watch, the television
industry has been thriving and is not predicted to die soon.
New
Media
With the internet’s emergence in the mid-1990s, it has become a widely used
powerful medium in the world. Currently, the world’s dependence on the internet
has become widespread and grew more significant.
It was Tim Berners-Lee, an English engineer who invented an addressing system
that would connect a computer to the world. This is what he called, the world wide
web. His invention was built on the following components (Vivian, 2009):
- Universal resource locators (URL) – this is a unique identifier that

allows
computers to connect to a network and exchange messages. This is the
foundation of the world wide web. - Hypertext transfer protocol (HTTP) –
this is the coding that would allow
computers to read internet files. - Hypertext markup language (HTML) – a simple computer
language which is used
to create messages through the internet which the user can click
and be redirected to a related image/article.
Internet has made it possible to upgrade video and audio quality. It also became an
indispensable vehicle for exchanging, sending and receiving messages from anyone
around
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the world. But despite these innovations, internet remains to be a place filled with junk
and unveils a person’s privacy, even if unwanted.
Media
Convergence
Media convergence is defined by Flew as the “phenomenon involving the

interconnection of information and communications technologies, computer networks
and media content.” This has been brought by the continuously evolving internet and
the digitization of media content.
Technological convergence is the most basic element of media convergence as it

depicts the easy access of billions of people to media content, once only available in
traditional media types (print and broadcast), through the use of technology.
Connected to technological convergence is industrial convergence wherein big
media companies use a diverse number of media platforms to widen their reach.
Social convergence is brought about by social media, which enables users from
different parts of the world to engage in discussions globally, whether one on one,
one to many or many to many.
Glossary Media Convergence: the overlapping and connection between

information and
technologies used for
communication.
Non-newsrack magazines: magazines specializing on a wide variety of topics
made by an organization/company for its members/employees.
Consumer magazines: magazines intended for public

consumption.
Media and Information Literacy Media, Information Sources, and Information
1
Languages
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Module 004 – Media, Information Sources,
and Information Languages
Media need information to create messages. This is what they distribute

to their chosen channels to receive feedback from their desired audience.
Knowing where to get accurate information is vital in preserving the
media’s reputation. This module will introduce you to the various sources
of information, how messages are made through codes and conventions,
and discuss the receiving end of the messages which are the audience.

to:
1. Identify the various sources of information 2. Define codes
and conventions 3. Decipher what messages mean through
codes and conventions 4. Differentiate audience from
producers and stakeholders
Sources of
Information
The previous modules have discussed the various sources where you could get
information and its distinct qualities. There are four main types of sources of
information:
1. Primary Source – these are sources from original manuscripts, documents or

records
that are used in preparing for a published or unpublished work. This type of source
includes autobiographies, case studies, correspondence, diaries/personal papers,
dissertation/thesis, films, first-person accounts, historical documents, laboratory data,
minutes of meetings, original manuscripts/documents, original research, photographs,
religious documents, speeches, technical reports and works of literature. The authors of
this type of source are either authors writing about personal experiences/work or an
expert or graduate student in the same field. 2. Secondary Source – these are
published and unpublished works that heavily rely on a
primary source. Some examples of this type of source are analysis, biography,
criticism, dissertations/thesis (the literature review part), editorials, film documentaries,
and reviews of literature. The author of this type of source must have a genuine interest
in the topic he/she has written or an expert in the field. 3. Tertiary Source – these are
works that were used secondary sources as reference. Some
examples of this type of source are film documentaries. The author of this type of
source must have a genuine interest in the topic he/she chose to write, or freelance
writers and staff writers who can research on the field they choose to write for. 4. Gray
Literature – these are sources that are not usually made available for distribution.
Some examples of this type of source are conference proceedings, data exchange,
dissertations/thesis, government documents/publications, market research reports,
online documents, oral presentations, technical reports, and working papers.
Authors of this type of source must belong in the same field that they are writing
about with a high
degree of education. Gray literature is hard to locate most of the time but some
can be found through print or electronic means.
Codes and
Conventions
With media ranging from written to visual, interpretations of these often vary from
person to person. How does media make meaning? What does the media output show
the audience? What message is it trying to convey? This part of the module will
introduce you to codes and conventions which will show how we make sense of media.
Interpreting media is natural for us as human beings. When we watch television, we
see news programs, television shows and commercials. When we turn on the radio,
there are advertisements, radio programs and music. When we browse the internet,
there are thousands of texts from different sources, articles, websites, online ads,
videos and others. With the way we fully immerse ourselves in media everyday, it’s
hard not to consider how these mean.
Different people have different interpretations of media outputs. The first step in
comprehending the meaning in media is rhetorical analysis. Rhetorical analysis is
defined as the “construction and manipulation of language by the creator of a text for
affective purposes.” This asks the question, “how are media texts put together as
media texts?”
Codes has a set of rules which determine how each element may be used and
combined with other elements. This is a system of signs wherein when put together,
create meaning. We can recognize a code because we associate it with a related
meaning. One of the most prominent examples of codes are languages.
When we learn a new language, we learn its writing system, vocabulary and grammar.
For example, in English, we have to know the alphabet, first and foremost, and how to
read them. Upon learning how to read and recognize letters, that’s when we begin to
learn the words used in the language, making up our vocabulary knowledge. After
familiarizing yourselves with English words, constructing them into a coherent
sentence would be the logical next step. With each letter, word and sentence, a
different meaning is made.
There are different types of codes used in media. These
are:
• Technical codes – these are codes which show the techniques used using
the equipment to present the media output. For example, in a movie, these
are the camera techniques, framing, depth of field, lighting and exposure.
• Symbolic codes – these are codes that are shown visually. Its meaning lies
beneath the surface of what we see. These codes are used in objects, setting,
body language, clothing and color.
• Written codes – these are codes in text. Some examples include headlines,
captions, speech bubbles and language style.
While codes rely on symbols, conventions are known as “habits or long accepted
ways of doing things, mostly learned and practiced through repeated experiences.”
Through its repetitive and habitual nature, the audiences become used to and
familiar with the meaning.
The meanings attached to media through convention are often fixed socially or in
culture. This has become an unwritten agreement among people of similar culture or
groups to understand that a particular sign stands for one meaning.
Conventions are said to be genre specific. Genre came from the French word which
means “type” or “class.” The genre of a particular work is determined through its
common
Media and Information Literacy Media, Information Sources, and Information
3
Languages
distinguishing features. Through genres, audiences can expect a particular code to

appear in similar ones. Most texts produced by media are made to suit a genre for the
audience to easily choose what it is they’re particularly interested in.
It must be understood that while we assume that we know what media is trying to
convey, we barely know something about how media make meanings.
Audience, Producers and

Stakeholders
Steininger (2014) has differentiated audience and stakeholders in her article entitled,
Audiences and Stakeholders: Knowing the Difference is Critical to Reputation
Management.
She said that audiences are the receiver of messages. Audiences were typically meant
to just receive the message without returning feedback. For example, when the media
releases news, its goal is for the information to be disseminated. It does not expect or
intend to have the audience respond to his/her message or participate in the discussion
but rather let the audience observe media only.
On the other hand, stakeholders are defined by Steininger (2014) as “groups or

individuals who are directly impacted by the decisions and actions of an organization
and company.” These are groups or individuals that willingly and actively participate in
the discussion that revolve around the messages they receive.
Media producers are the main sources of messages. While the former two mentioned in
this section are the consumers of media, producers are wholly involved in the creation
of meaning of texts. Media producers make use of the available media languages within
their reach for expression and to spread information.
Glossary Rhetorical analysis: the analysis of how words were used in order to
create meaning.
Codes: a system of signs that create meaning when put
together
Conventions: are meanings attached to media that were learned from past
experiences and practiced through culture
Audience: mostly passive receivers of
messages.
Producers: creators and distributors of

messages.
Stakeholders: active receivers of
messages.
Media and Information Literacy Legal, Ethical and Social Issues in Media and
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Module 005 Legal, Ethical and Social
Issues in Media and Information
This lesson deals with legal issues in media and information

such as copyright and plagiarism, as well as proper netiquette.
to:
1. Puts into practice their understanding of the intellectual property,

copy
right, and fair use guidelines 2. Explain copyright, fair use, etc. vis-à-vis human rights 3.
Demonstrates proper conduct and behavior online (netiquette, virtual
self
)
Media Law and the Freedom of

Expression
As indicated in the earlier lessons, media played an important role in a democratic
society as the Philippines. The 1987 Constitution had taken note of the importance of
freedom of expression, hence the Article III, Section 4 has been created:
“No law shall be passed abridging the freedom of speech, of expression or of the press,
or the right of people peaceably to assemble and petition the government for redress of
grievances.”
This, just like most of our laws, is substantially similar to the First Amendment of the US
Constitution (Viduya, 2010):
“The Congress shall make no law respecting an establishment of religion, or prohibiting
the free exercise thereof, or abridging the freedom of speech, or of the press.”
Nevertheless, while we are given the right to freely express our opinion, we must keep
in mind to exercise this right responsibly. It is for this reason that certain limitations has
been established, ensuring that people shall not abuse freedom of expression.
What is Media
Law?
Media Law is a legal field that relates to legal regulation of the
telecommunications industry, information technology, broadcasting, advertising,
the entertainment industry, censorship, and the internet and online services
among others (Media Law – HG.org, 2017).
Media law covers a lot of aspects of media, regardless of its form. Its concerns
range from Intellectual Property, Free Speech and Censorship to Defamation and
Right to Privacy.
Intellectual Property
According to the Republic Act 8293, also known as the Intellectual Property Code
of the Philippines, the term intellectual property rights consist of the following:
• Copyright and Related Rights;
• Trademarks and Service Marks
• Geographic Indications
• Industrial Designs
• Patents
• Layout-Designs (Topographies) or Integrated Circuits
• Protection of Undisclosed Information (n. TRIPS).
Copyrigh
t
One of the biggest problems faced by those in the field of Media law are copyright
concerns. Copyright can be defined as “a form of intellectual property which
protects the rights of authors and creators of artistic works. It refers to the main
act in which, in respect of literary and artistic creation, may be made only by the
author or with his authorization” (Copyright, National Library of the Philippines
website, 2011).
Copyright protects ownership rights to intellectual property and covers a lot of

areas. This can be in the form of original works and trademarks for different
brands. It is also applicable to patents for media-related technologies or
processes (Media Law – HR.org, 2017). In the Philippines, works covered by
copyright include but are not limited to the following:
• Literary works such as novels, poems and
plays
• Newspaper articles
• Films and television programs
• Letters
• Artistic works (paintings, sculptures, drawing and photographs)
• Architecture
• Computer programs
• Advertisements, maps and technical drawings
The Copyright also provides two types of rights. The Economic rights give the
author or copyright owner the right to derive financial reward from his works by
others. The Moral Rights, on the other hand, refer to the author’s right to claim
authorship of the work (known as Right of Paternity) and restrain the use of his
name with respect to any work not of his own creation or a distorted version of his
work.
According to the National Library of the Philippines, the general term of protection
of works under copyright covers the lifetime of the author and fifty (50) years after
his death.
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Requirements for Copyright

Registration
The following are the requirements needed for copyright registration (Copyright
– National Library of the Philippines website, 2011):
1. Application should be accomplished in duplicate, typewritten and the affidavit

at
the back should be duly notarized and affixed with Fifteen Pesos (P15.00)
documentary stamp. Another set of Fifteen Pesos (Php 15.00 ) worth of
documentary stamps, should be stapled to the application form to be affixed by
the office to the copyright certificate. 2. Application should be accompanied by
two (2) copies of the work as deposit, Two
Hundred Pesos (P200.00) as registration fee. If through mail, registration fee
should be in postal money order addressed to the Director, The National Library.
3. If the work applied for registration is an original ornamental
design (classification H), it should be accompanied by a technical description of
the design. 4. If the work applied for registration is published work, two (2) printed
copies with
copyright notice printed in front or at the back of the title page if it is a book
and on any clear space thereof if non-book material, shall accompany the
application
The copyright notice shall be in the form Philippine Copyright 20__(year of
publication) by ____________(name of copyright owner.) No. 8 of the application
should be filled up by stating the specific date when the work is finished and
likewise No. 9 be filled up to indicate when the work is published. A “published
work” for purposes of registration means that the work has been disseminated to
the public prior to its registration with the Copyright Office. 5. If the work applied
for registration is unpublished work, two (2)
manuscript and/or xerox copies of the work without the copyright notice
shall accompany the application.
“Unpublished work” for purposes of registration means that the work has not
been disseminated to the public at the time of registration. 6. If the applicant
is non-resident foreigner, he/she should appoint a
local authorized agent by a special power of attorney to complete the copyright
application for and in his/her behalf. 7. If the claimant is not the author, a
document supporting the claim such as a deed
of assignment or a waiver of copyright ownership; 8. If the applicant is a proprietor or a
corporation, a photocopy of the certificate of
business name or SEC certificate (whichever is applicable) should be
attached to the application.
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Plagiarism Another issue that related to intellectual property is plagiarism.
Plagiarism is generally defined as passing off someone else’s creative work as

your own, without permission (Vivian, 2010). But this issue is more serious than
one would often assume.
According to the Merriam-Webster online dictionary, the act of plagiarism

can mean any of the following (What is Plagiarism? From: plagiarism.org)
:
• To steal and pass off (ideas or words of another) as one’s

own;
• To use (another’s production) without crediting the source;
• To commit literary theft; and,
• To present as new and original an idea or product derived from an
existing source.
One example of this would be the issue between famous romance writer
Nora Roberts and Janet Dailey. In 1997, Dailey found herself boxed into
admission that she had plagiarized passages from Roberts, who was her
rival writer at that time. Dailey’s work titled Notorious was withdrawn by the
publisher HarperCollins because of this.
One can easily assume the plagiarism is an act of fraud, or a form of
thievery, hence it is unethical. Nevertheless, this has become one of the
most complicated issues in relation to intellectual property. For one, there
is the fact that people, particularly those in the field of media, rely heavily
on other people’s ideas and works.
There is also the fact that widespread internet access facilitate the act.
Various people on social media gain access to information and works of
other people, that it has become easier to copy or modify works and claim
it as their own.
Fair Use Generally speaking, fair use refers to any copying of copyrighted
material done for a limited and “transformative” purpose, such as to comment

upon, criticize, or parody a copyrighted work (Standford University Libraries,
2017). This can be done without the copyright owner’s permission, hence it is
often used as a defense against a claim of copyright infringement.
Fair use follows general guidelines and varied court decisions, which
makes its definition seem vague. This is due to the fact that judges and
lawmakers who created fair use exception did not want to limit its
definition – instead it has an expansive meaning which is open to
interpretation. Nevertheless, fair use is often classified into two categories:
1. Commentary and Criticism – Fair use principles allows you to reproduce

come parts of the copyrighted work in order to comment upon or critique it.
A good example of this would be writing a book review. You may
summarize or quote parts of the copyrighted work to use in commentary
and criticism. 2. Parody – a parody is generally defined as a work that that
aims to ridicule another, usually well-known work (Standford University
Libraries, 2017). This means that parodies requires some taking from the
original work which is being parodied.
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Netiquette Netiquette is short for Internet etiquette or network etiquette. Simply put,
this term refers to the use of good manners in online communication. This is applicable
regardless of the online communication media used, whether it is through e-mail, forums,
blogs, and social networking sites or SNS.
The main problem with online communication nowadays is the fact that this type
of communication usually does not allow each person to see each other. This
means that they are unable to see facial expressions, body languages or hear
intonation. This gives way to misunderstanding of messages online. Netiquette
was established to ensure positive relationships and a better online environment
for all netizens.
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The Core Rules of
Netiquette
In her book Netiquette, Virginia Shea indicated The Core Rules which
serve as general guidelines for cyberspace behavior.
Rule 1: Remember the

Human
Do unto other as you’d have others do unto you, has always been the
Golden Rule which has been taught to us since we were children. This
rule also applies in online communication. Always keep in mind that the
person you are talking to online is a human with feelings. This is
something that we often forget as we only face the screen when
communicating online. If you are going to say something online, always
ask yourself: would you say it to the person’s face? That way, you become
more considerate of others when communicating.
Rule 2: Adhere to the same standards of behavior online that you
follow in real life
One of the issues regarding ethics in cyberspace is that the chances of

getting caught is sometimes slim. This is very much unlike real-life,
wherein most people are law-abiding either because they naturally are or
they are simply afraid of getting caught for misconduct.
What people must always keep in mind is that standards of behavior
followed in real life can be applicable online. If you are having an ethical
dilemma while communicating online, try to consult the ethics you follow in
real life.
Rule 3: Know where you are in

cyberspace
It is important to keep in mind that Netiquette varies from domain to
domain. The same way that etiquette varies from one place to another,
what is permissible in one website might be a taboo in another site. Make
sure to take a look around before you jump in to participate in online
activity. A great example would be joining in forums for certain groups.
Most forums already have their rules and regulations on what to post, as
well as standards of behavior. Make sure to get sense of how people in
that forum act, and don’t be afraid to ask about their rules and regulations.
Rule 4: Respect other people’s time and
bandwidth
When it comes to communicating online, it is important to be considerate

of other people’s time and bandwidth. Not everyone has all the time in the
world to read your emails, messages and posts in discussion groups.
Thus, one of the things to keep in mind is to ensure that the time they
spend reading your messages is not wasted.
Another thing to keep in mind is the bandwidth. According to Merriam-
Webster, bandwidth refers to the capacity for data transfer of an
electronic communications system. You must keep in mind that there is a
limit to the amount of data that any piece of wiring can carry at any given
moment, regardless of what type of communication you are having with
others. One good example of this would be spamming of emails. Not only
are you wasting the receiver’s time in opening the emails, you also waste
their precious bandwidth for doing so.
Rule 5: Make yourself look good

online
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Always remember that when you are online, you’d encounter lots of
people whom you have never met before. As such, it is best to make a
good impression. And while you may not often show your face online,
always remember that there will always be people who will judge you –
particularly, through your writing.
The best way to make yourself look good online is by ensuring good
grammar and spelling. It’s best to brush up on these skills, especially
when you are always using the internet to socialize with other people.
Another important thing to remember is the content of your writing. Check
your facts before posting them online. Make sure that your message is
clear and logical to avoid misunderstanding.
Rule 6: Share expert

knowledge
One of the advantages of online communication is that it allows you to

gather information from various experts on specific topics. Of course, this
also allows you to share your knowledge as well. If you’re an expert
yourself, do not hesitate to share what you know. Many people share all
kinds of resource lists and bibliographies, online legal sources to popular
UNIX books. Of course, you may write up your own research and post it.
Always remember that sharing relevant knowledge can help make the
cyberworld a better place.
Rule 7: Help keep flame wars under

control
Flaming is a term used to refer to the behavior in which people express a
strongly held opinion without holding back their emotion. The internet does
not forbid this, however, it does not allow the perpetuation of flame wars –
series of angry messages, mostly from two or more people directed
toward each other. It is the flame wars that often cause the destruction of
a discussion group. Remember that there are other people who are part of
the discussion group but do not want to get involved in the flame war.
Rule 8: Respect other people’s

privacy
Everyone has a right to privacy. That includes the privacy in the
cyberspace.
You would not want others to know what you send in your email or snoop
in your private conversations with other people. Again, remember the
Golden Rule – do not read other people’s email, or snoop into their private
accounts. Respect their privacy at all times.
Rule 9: Do not abuse your

power
There are people in cyberspace who have more power than others – they
can be high-level players in MMORPGs (Massive Multiplayer Online
Roleplaying Games) or simply system administrators. However, having
more power than other people does not give them right to take advantage
of them. System admins should not read other people’s private email, or
snoop in to other people’s chat.
Rule 10: Be forgiving of other people’s
mistakes
Always remember that nobody’s perfect. It is best to be considerate of

other people’s mistakes – whether it’s an error in spelling and grammar, or
if it’s a senseless question or response. Be kind and think twice before you
react to these mistakes. Point out other people’s mistakes politely,
preferably through private email. Give others the benefit of the doubt and
never be self-righteous about it.
Digital
Divide
Nowadays, technology has become more affordable and internet became
more accessible to people. Nevertheless, there is still what we call a
digital divide – the economic, educational, and social inequalities
between those who have computers and online access and those who do
not (Merriam-Webster, 2017). This term could also be used to describe the
gap between those who have the skills and knowledge in using various
technologies and those who do not.
Despite the easier access to computers and to the internet, there remains
the digital divide between the rich and the poor. Oftentimes it is the rich
and the educated people who have good access to digital resources,
according to Pew Internet & American Life Project (2012).
This issue has a great impact on education today. Children who come
from low-income families or study in low-income school districts, the lack
of access to digital resources will cause them to grow up lacking tech
skills, which are among relevant competencies that are crucial to success
in today’s economy.
Cyberbullyin
g
Bullying is increasingly become an issue nowadays. It has gotten worse with
more people gaining internet access. To some people, cyberspace became a
channel for bullying.
Cyberbullying is bullying that takes place using electronic technology such as
cell phones, computers, and tablets as well as communication tools including
social media sites, text messages, chat, and websites (StopBullying.gov,
2017).
There are a lot of examples of cyberbullying, including mean text messages or
emails, posting of rumors on blogs and social networking sites, or posting of
embarrassing pictures, videos, or any content for the purpose of bullying
others.\
While a lot of organizations are campaigning against cyberbullying it remains a

great problem today. According to StopBullying.org (2017), a website advocating
to stop cyberbullying, the reason why it remains a huge issue nowadays is likely
due to the following:
• Cyberbullying can happen 24/7. It can happen anytime, and reach a kid
even when he or she is alone.
• Cyberbullying messages and images can be posted anonymously and
distributed quickly to a very wide audience. This makes it difficult to trace
the source.
9
Information
Course
Module
• It is difficult to delete inappropriate or harassing messages, texts
and pictures, especially once they have been distributed online.
Cyberbullying has a negative impact on the people affected by it. Kids who
are cyberbullied are more likely to use alcohol and drugs, or have lower self-
esteem. This even leads to more health problems.
Glossary bandwidth: it is the information-carrying capacity of the wires and channels

that connect
everyone in
cyberspace.
flaming: refers to the behavior in which people express a strongly held opinion
without holding back their emotion.
MMORPG: Massive Multiplayer Online Roleplaying

Game
cyberbullying: refers to the act of bullying using electronic

technology.
Media and Information Literacy Opportunities, Challenges and Power of Media and
1
Information
Course
Module
Module 006 – Opportunities, Challenges
and Power of Media and Information
We realize the power that media holds in the impact it brings to the
masses. With media surrounding us in every direction at the present age,
it is hard to imagine life without it. This module will introduce you to the
various opportunities in media and information, its power to influence and
to affect change, the challenges and threats, its misuse and eventual
abuse to make you realize how powerful media can be.

to:
1. Determine the opportunities and challenges in media and information

in
the economic, education, social and political dimensions. 2. Identify
situations that showed how media and information incited
change 3. Identify the threats, risks, abuse, and misuse of media and information 4.
Explain the impact of media and information on the public
Through this lesson, you will be able to realize how the influence of
media could play a part in initiating change in the world. Your knowledge
of the media and information’s power to affect change will make you
think of how to use it responsibly for the good of the public.
Opportunities and Challenges in Media and

Information
The potential of media is currently being explored by its users every single day of the
year. Every day, people come up with unique ways to utilize media and information to
ease their daily hustle at work or at school.
Way before media, communication was done through oral or spoken language. The
dissemination of messages was only through word of mouth before eventually
making it into print or written proof. It was in the early 1990s when communication
took an innovative turn with the birth of computers and the Internet. Since then, we
have been reliant on media and its products.
Social impact of media and

information
Media technology has evolved to provide more ways for people to communicate.
The current predominating form of media among Filipinos is social media, the
widely used networks and modes for communicating with people from various
places in the world.
One of the greatest opportunities for media and information is through the
continuing advancements in the use of these social media networks. They are
not
only limited to communication between people but it it also streams
information through online articles and other websites designed to inform.
The amount of people we can interact with through social media is nearly
endless. Social media networks allow us to achieve an even wider reach of
audience, our online content and information accessible to almost everyone in
the globe.
Official correspondence, such as job applications and distribution of memo, has

also made their transition to online for matters of ease and convenience. Written
content has to be summarized or else no one will choose to read it. Online
articles are known to be brief and straight to the point to deliver the information
hot and ready for the audience to consume.
Gasper (2016) indicated in his article the contributions of media and information
in social change. Media has become more accessible to people. Digital
production and digital delivery has become the norm in the present that even the
traditional media of print and broadcast have made their way to the internet.
Digital platforms have opened more opportunities for jobs and access methods
for the public. Even with minimal budget, content, message and information can
be made and distributed to their target audiences.
Media can incite change by inviting people into action. With its wider reach
in audience, a message can become an action or mobilization.
Gasper (2016) showed this flow of media
effect:
Figure 1. Flow of Media Effect. Retrieved from: https://www.tccgrp.com/blog/how-media-affects- social-
change/ on August 1, 2017
This shows that the intended audience must possess either understanding or
emotional connection to the message before they move or initiate an act
towards making a change.
3
Information
Economic impact of media and

information
Media economics has been discussed in the previous modules and this is closely
related to the significant economic impact of media and information. The media
needs an audience to thrive and economics is the primary driver of the way media
behaves. DellaVigna and La Ferrara (2015) gave the following recurring themes
related to the impact on people of exposure to media and information:
1. Demand for entertainment
People typically consume media for entertainment. They seek enjoyment from
watching shows despite studies showing the possible effects on family values
and personality. According to DellaVigna and La Ferrara, this shows how a
particular media cannot be directly correlated to predicted economic outcomes
such as in education, violent crime or fertility. It is still up to the consumers to
know when and where to use media in a certain way. According to DellaVigna
and La Ferrara, these choices would likely make an impact on economy.
2. Direct versus substitution effects

The demand for a particular media also differs according to the season or
situation. This is shown in the sudden rise of popularity for dramas related to
revenge in the country in the recent year. To estimate and understand the
impact of these media products, DellaVigna and La Ferrara suggests the
consideration of the activity and content that it is substituted for. Content is also
a highly impactful part of media in terms of economy because of imitation. “The
estimated media effect captures the direct impact of the media, since the
consumption of substitute activities is held constant,” DellaVigna and La Ferrara
said in their article (2015).
3. Identification and time horizon

The analysis of whether a short or long run incite changes and affect a person’s
interest as well as the identification of the unique content in various types of
media can also incite significant changes in the people’s consumption of media
and its products.
Impact on Education of media and
information
It has been predicted that an “internet-enabled revolution in education will spread

more opportunities, with less money spent on real estate and teachers.” (Anderson
and Rainie, 2014). Online education has started even in the Philippines and this
medium is continuing to grow as the demand for it also spikes in numbers. This
universal access to knowledge has been said to possibly happen in the near future by
Chief Economist for Google, Hal Varian. With information easily accessible to
everyone, inspiring literacy and creating a more educated and informed population of
the world will not be impossible.
Political impact of media and

information
According to Stromberg (2015) cited in DellaVigna and La Ferrara’s article (2015),
one of the prominent examples of the political impact of media and information is the
daily newspaper circulation which provide detailed information on national politics.
Anderson and Rainie’s article (2015) entitled Digital Life in 2025 said that one of the
possible
Course
Module
occurrences in the near future would be “political awareness and action will be
facilitated and more peaceful change and public uprisings like the Arab Spring will
emerge.” People around the world are informed of discrimination and other such
injustices through the internet. By spreading the word and initiating action, the internet
has become a viable way for people to be informed and act against these injustices.
One prominent example in the present day is the hashtag #LoveWins of the LGBT
community on social media networks for Pride Week in June which inspired people
from the community and other supporters to march the streets and let their voice be
heard by the government.
Threats, Risks, Misuse and Abuse of

Media
While media has been predicted to be mostly positive with all the present and future
innovations, it is still prone to misuse and abuse with the way it gives freedom to the
public to utilize it according to their preference.
Cybercrime is the most prevalent misuse of media in the present age. With your
information and content accessible to all types of people in all parts of the world, it will
be hard to guard the important information from people. These attacks harm not just
the smallest individuals but mostly high-earning companies with their digital
counterpart.
One of the most prominent malwares is the ransomware, which, according to the FBI, is
“an insidious type of malware that encrypts, or locks, valuable digital files and demands
a ransom to release them.” Private and sensitive information collated by establishments
and companies are at risk with this type of malware.
The following list are the most common types of cybercrime including hacking, online
scams, fraud, identity theft, and illegal or prohibited online content. The violation of
privacy is the first and foremost effect of these threats, leading them to feel powerless in
the midst of an attack.
1. Attacks on computer systems – this involves attacks on your device through

hacking,
viruses and malware. 2. Cyberbullying – with the use of social media networks on the rise,
some people are prone to bullying or harassment through online communication that
may cause the victim to be offended, afraid, uncomfortable and feel unsafe.
Cyberbullying may come in the form of derogatory words shared mostly through social
media networks. 3. Online sexual abuse – sexual predators have found ways to utilize
websites for an
individual to harm another. Children are mostly targeted by these predators with online
sexual solicitation. 4. Identity theft – your personal information may be used by a
stranger, including your name and photos to commit criminal acts online. This is why
experts advise that minimal personal and important information is shared online, for
your protection. 5. Fraud – these frauds are often committed through online shopping by
tricking people
into buying products that do not exist and taking the buyer’s money. 6. False information
and fake news – a permeating threat to the internet’s credibility is the reported rise of
fake news reports and other false information disguised as legitimate news sources.
This could create confusion, divide among opinions and eventual misunderstandings
between people from the same nation, consuming news. Some social media networks
such as Facebook has reinforced their fight against websites sharing and distributing
fake news through the help of its users but until now, it still continues to thrive.
5
Information
Glossary Ransomware: <Definition of the word not taken from a source but
based on how it
should be understood in the context of the lesson in the
module>
Cyberbullying: <Definition of the word not taken from a source but based on
how it should be understood in the context of the lesson in the module>
Fraud: <Definition of the word not taken from a source but based on how it should
be understood in the context of the lesson in the module>
Cybercrime: <Definition of the word not taken from a source but based on how it
should be understood in the context of the lesson in the module>
Media and Information Literacy Current and Future Trends in Media and
1
Information
Course
Module
Module 007 Current and Future Trends
of Media and Information
This module deals with the current and future trends of media and
information, from the wearable technology to the growing 3D
environment and ubiquitous learning.

to:
1. Define ubiquitous learning 2. Describe massive open online course 3.
Identify different types of wearable technology and determine their uses
Media and Information

Trends
Technology has become a relevant tool in the development of media and information. It
has been an essential part in changing the way literacy spread all over the world. From
the invention of writing and later on the invention of printing press, learning gradually
became widespread as humans developed better technology that helped spread
information.
Ubiquitous
Learning
With modern technology allowing people access to more information anytime and
anywhere, a new question has arisen: what will the future of learning be?
Schools and universities knew very well how technology can revolutionize
education. As such, a new system has been developed to ensure that learning
can be more accessible for everyone.
Ubiquitous learning is simply defined as learning anytime and anywhere,

particularly using mobile technologies. Nowadays, computers have become
portable – laptops, tablets and smartphones are used everywhere, and with
internet access they can easily be used for gathering or spreading information.
Ubiquitous learning is situated and immersive. It can take place in a virtual
environment. The idea of ubiquity originated from the ease of utilizing
technological devices of today.
Characteristic
s
Permanency. One of the advantages of ubiquitous learning is that you may be

able to access learning materials anytime you want, as they will always be
available unless purposely deleted.
Accessibility. Ubiquitous learning is designed to help students access learning
materials anywhere. This gives them the opportunity to study outside the
traditional classroom.
Immediacy. Ubiquitous learning allows students access to learning materials at

any time.
Interactivity. Despite using portable computing devices, ubiquitous learning

allows online collaborations with teachers and peers through chats, forums, and
blog, thus making online learning more interactive.
Situated instructional activities. Students may learn in context or on-
site.
Adaptability. This means getting the right information at right place for the right
student.
Massive Open Online Course

(MOOC)
With the occurrence of better technology, along with the rise of the internet,
comes a new platform to promote learning. Massive Open Online Courses (also
known as MOOC) refer to open-access online course (i.e., without specific
participation restrictions) that allow for unlimited (massive) participation (Kaplan
and Haenlein, 2016). According to Oxford Dictionary, the term was likely
influenced by other words such as MMOG and MMORPG.
MOOCs have revolutionized the educational landscape of today by making
learning as open and accessible as possible. It was first created by the
Massachusetts Institute of Technology (MIT) in 2001, and it became the same
institute to lead the development of MOOCs today, with their creations such as
MITx and edX.
Structur
e
Usually, the duration of a MOOC is from 6 to 12 weeks, depending on the subject.
Students can access them in their own time and at their own pace, although some
MOOCs may offer optional “live” webinars. Its assessments are usually composed
of multiple choice questions. Assignments are an important part of the MOOC
platform, and can be evaluated automatically or by peer-to-peer evaluation.
Advantages of
MOOC
The most interesting thing about Massive Open Online Course are its advantages.
Studying an MOOC has been proven to be beneficial to learners across the globe,
thanks to the following:
• With MOOC, you can build knowledge of a special interest

topic.
• MOOCs are ideal for professionals of today. It allows them to grow with
extra- curricular initiative, and it also gives employers an idea on how
committed you are to pursuing professional development.
• MOOCs are FREE. This means that you can learn all required course
material free of charge.
Media and Information Literacy Current and Future Trends in Media and
3
Information
Course
Module
• MOOCs are open and accessible to everyone, thus students all over the
world can utilize them for learning
With the growing need for an open and accessible education, MOOCs have
become a platform for the growth of information and literacy today.
Wearable
Technology
Wearable technology is a new industry that is slowly gaining popularity these
days. There has been a noticeable increase in wearable gadgets. It’s amazing
how watches nowadays are no longer just for checking time – they can now be
used to make a phone call, even track one’s daily health habits – with just one
touch.
By definition, wearable technology (also known as wearable gadgets) is a term
used to refer to a category of technology devices which can be worn and often
include small motion sensors that allows tracking of information related to health
and fitness.
Types of Wearable
Technology
There are currently a lot of different kinds of wearables in existence. Below are
some of the most popular types of wearable technology.
Smartwatches. These wearables are similar to a regular wristwatch. Nowadays,
more than just display the time, smartwatches are designed to do things such as
alert the wearer to text messages or posts on social media. They can even display
weather alerts, and keep track of heart rate.
Smart-Eyewear. More commonly known as smart glasses, you may put on these
wearables as sunglasses. The lens(es) act like a screen, which may display a
view of a map with directions to your destination, the weather, and other
information.
The most popular brand of this type is the Google Glass, which was released on
2013.
Health-wear. This is basically any device that can be worn anywhere and
designed to monitor the wearer’s health. Health-wear devices have existed longer
than other wearable technology, hence they are cheaper.
They come in various designs: some can be worn around the wrist or the ankles
while some can be worn around the chest or neck. Nevertheless, all of these are
built to record the body’s conditions, such as the heart rate, breathing, or amount
of calories burned.
Glossary MOOCs: Massive Open Online Courses are interactive step-by-step
courses established to
reach out to an unlimited number of participants
worldwide.
Health-Wear: any wearable device designed to keep track of one’s health
condition.

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Media and Information Literacy Introduction to Media and Information Literacy

In the present age, it is hard to imagine life without media. We spend

1. Describe how communication is affected by media and information

1. Personal dependence – there are people who have come to

3. Entertainment – Before media emerged, people have invented ways

4. Persuasion – We are able to make our informed opinions

Technology is merely a tool in the distribution of information. It is up to a person to

Media literacy is the “possession of knowledge to be competent in assessing

Along with this, she enumerated the following qualities of

• Media are constructed and construct reality;

• Media have commercial implications;

• Media have ideological and political implications

• Receivers negotiate meaning in

• Feeling comfortable with the existence of media and active use

• Having a critical approach to media with regards to quality and

• Using media creatively.

• Understanding the economy of media

• Being aware of copyright issues.

Vivian (2009) has enumerated the following factors to consider in media

1. Factual Foundation – to understand media better, it is best for a person

3. Media Effects – through media literacy, we can distinguish what

4. Media Issues – there are various opinions forming around

In terms of the production of information, media literacy emphasizes on the

Media technology is the product of human invention. Some of the most

• Printing Technology – in the 1440s, the emerging of the printing

• Chemical Technology – Photography and films relies on

• Electronic Technology – Some of the examples of electronic

From Traditional to New

Media and literacy further evolved as technology had improved. Back in

The German metallurgist Johannes Gutenberg was known for creating an

Around this time books, newspapers and magazines became relevant in

Electronic Age When humans have further advanced in terms of technology, it

Communication was expedited in 1876, when the Scottish-born American

Information (New Media)

Traditional and New

One form of traditional media is the folk media. These forms of

The Function of Media in the

Learning Theories on Information and Media

There are three theoretical perspectives on information literacy today. The

The Socio-cultural perspective has a different focus – it dedicates itself

Lastly, the Discourse Analysis Perspective focuses on how people in

1. Demonstrate ethical use of information 2. Identify what information is

Where is information located and where to access

1. Citing – Citation is needed for the acknowledgement of the original source of

The earliest recorded existence of books is in the 1440s due to Johannes

This type of book includes reference and professional books, college

According to Vivian (2009), in most communities, it is said that newspaper have

Broadsheets are comparatively larger and plentiful. Most broadsheets before

Tabloids are most commonly known to contain eye-catching and

Magazines were said to be the first publication in the Philippines if we are to

Magazines typically cater to a huge amount of audience. Vivian (2009) said

Consumer magazines include newsmagazines, women’s magazines,

Newsmagazines contain summarized news stories which are grouped into

Women’s magazines, on the other hand, caters to a specific audience,

Non-newsrack magazines are publications which organizations create their

Trade journals aim to have members of a profession or trade informed about

Newsletters are another type of non-newsrack magazines which thrive