North point Highway Manguikay Mandaue City

MODULE

BRIAN B. RECILLA
Instructor

MEDIA AND INFORMATION LITERACY

Program/Department Name

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ACLC COLLEGE OF MANDAUE
SHS DEPARTMENT

QUARTER 1
LESSON 1: “INTRODUCTION TO MEDIA AND INFORMATION LITERACY

INTRODUCTION:

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.

Unit learning outcomes

At the end of this module. The students 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.

LESSON CONTENT:

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 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.

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 its 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, interdependence of media and people in 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.
2. INFORMATION - Information delivered through mas media
comes in various forms.
3. ENTERTAINMENT - Before media emerged, people have invented ways
to entertain themselves through actual movement and interaction such as storytelling, dancing and
singing.
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.

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MEDIA LITERACY

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

filter and ponder on the information he consumes. These circumstances bring the need for acquisition
of various literacy that will help us understand and adopt meaningful course of action.

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. Aufderheide ( 1992) has identified media literacy as “ a movement”, which is designed to help
to understand, to produce, and negotiate meanings in 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 ff.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 issue.

Vivian (2009) has enumerated the ff.factors to consider in media literacy:

1. FACTUAL FOUNDATION- to understand media better, it is best for a person to learn thee
basics of the media at hand. The foundation of media literacy is essentially factual foundation.
2. MEDIA DYNAMICS- as previous 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

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economics is tied with the media’s need for an audience to thrive.
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 effect from those that are disturbing but are perhaps
inconsequential.”
4. MEDIA ISSUES- there are various opinions forming around significant topics all around us.

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. On the other hand, Information literacy 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. Information Literacy is concerned with the impact on
education, science, economy and health sectors.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 the objectivity
(such as edited books and other similar materials.)

TECHNOLOGY LITERACY

An emerging type of literacy, technology 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.”

Media technology is the product of human invention. Some of the most distinct technologies used
nowadays that have evolved over the years are the ff:

-PRINTING TECHNOLOGY- in the 1440’s 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.

SUMMARY:

Mass media is medium through which messages can be disseminated to a mass audience.
Wherein Media Multi-tasking simultaneous exposure to messages from different media. While
traditional media has adopted digital technology to increase on capital and audience, the digital
medium has also opened opportunities for more unique types of media such as social media,
informational websites, and usable search engines.

ASSESSMENT

Identify the following;

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1. There are people who have come to depend on media for their convenience. We use media for
almost everything.
2. Information delivered through mass media comes in various forms.
3. Technology is merely a tool in the distribution of information.
4. Is medium through which messages can be disseminated to a mass audience.
5. What are the qualities of Media?

LESSON 2: EVOLUTION OF TRADITIONAL TO NEW MEDIA

INTRODUCTION

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.

LEARNING OBJECTIVES

At the end of this module, students 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.

LESSON CONTENT

PREHISTORIC AGE

The prehistoric age of media basically consisted of records created by our ancestors, long even before
writing was being invented. They have made use of stone tools to craft - and thus leave a record of
their lives back in the old days.

The fist 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 thee future
generation. 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 literacy
materials which were mainly accessible to the clergy and the nobles.

INDUSTRIAL AGE

This 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 team engine. During this period, there was a remarkable

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shift from agriculture and handicraft to machine and machine manufacturing. This age was a brilliant
age for numerous inventions which change people’s lives.

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 atlantic ocean. The era of television
began in 1927, when the use of the first electronic television designed by Philo Tylor 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 as first created to aid the US
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. Social networking sites (SNS) also
occurred during this period. Facebook, Twitter, Instagram, and other website 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 easier, better, and more efficient than ever. And despite all these
things , the mass media still continues to evolve.

ASSESSMENT

Construct a Schematic Diagram about the Evolution of Traditional to New Media.( 50 points)

Rubrics:
Content 25%
Organization 15%
Neatness 10%

LESSON 3 : INFORMATION LITERACY AND TYPES OF MEDIA

Introduction

One of the previous topic 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.

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 LEARNING OBJECTIVES

At the end of the module, you should be able to:

1. Identify what information is needed, where information is located, where to access

information , how to assess organize and communication information.
2. Define media Convergence
3. Classify contents of different media types
4. Demonstrate ethical use of information.

LESSON CONTENT

INFORMATION LITERACY

And 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).

INFORMATION QUALITY

Relevance Validity Reliability

DATA, INFORMATION AND KNOWLEDGE

Timeliness Accuracy Completeness

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 uses must have following qualities:

1. Relevance- is 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 the
target audience? Does it match what you need? Does it respond to the purpose 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 fact 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.

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5. Accuracy- Lau (2013) has stated that,”information thought 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?

Furthermore, Carroll Community Collage also gave the following basic information sources and its
characteristics (or why you should use this particular sources):

● 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 acceptable if you are looking for a specify type of information as only one or 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 statistic 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 reference to
additional sources, and its copyright.
● Other periodicals- this type of sources mainly includes popular magazines, and news sources
like newspapers. Contributors, writers, editors, and reporters write individual article on various
and relevant topics regularly.
● Internet- this contains a wide variety of sources but also a known self-publishing meduim.
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 documentary types.

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 its is unaviodable to use other
people’s information, its is no excuses 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 information of a new knowledge.
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.
In citing, you should also know when you should do it in 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.

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 - Include the list of sources in your bibliography.
2. Quoting- is putting an exact or word-by-word copy 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, making 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 magazine and newspapers.
According to Vivian (2009), the most useful definition for books is ”long-form, word-driven, media
content.”
Books are mainly divided into main categories: the trade books and the texts and reference 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, 0nly a few can become bestsellers. It is
referred to as a “high-risk proposition.”
Textbooks, on the other hand, may not be that profitable, bur typically, it has a longer life than
trade books, meaning it can stay longer in shelves at bookstore.

● Newspapers

In an online article in Inquirer by Quismundo (2014), she dispute the rumor that the newspaper
business is dying. According to her, “the newspaper business is very much alive, still withe a steadily
increasing number of people who make reading newspaper part of their day, “Taking the Philippine
Daily Inquirer as an example, 500 to 600 copies are handled every day while on weekends, there are a
thousand copies for circulation.

Broadcast Media

● Radio and Sound Recording

Radio and sound recording go hand on 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 cover every corner of the world. MP3 device and even mobile phone play music of your
choice which was only possible in the early times to be done by radio.

● 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 tradition media thriving
in this age, television might be the farthest from dying. Visual product trend to have lasting impact
than most media.

New Media

With the internet emergence in the mid-1990s, it become widely used powerful meduim in he world.
Currently, the world’s dependence on the internet has become widespread and grew more significant

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 -Universal resource locators (URL)- this identifier that allows computers to connect to a network
and exchange message. This foundation of the world wide web.
-Hypertext transfer protocol (HTML)- this is the coding that would llow computers to read
internet files.
-Hypertext markup language (HTML)- a simple computer language which is used to create
message through the internet which the user can click and be redirected to a related image/article.

Media Convergence

Media convergence is defined by Flew as the “phenomenon involving the interconnection of

information and communication technologies, computer networks and media content,’’ This has been
brought by the continuously evolving internet and the digitization of media content.

ASSESSMENT

Identify the following:

1. What is the information must not merely be from anyone or anywhere?

2. What is the information must be complete?
3. The most common and often most reliable source.
4. This contains a wide variety of sources but also a known self-publishing meduim.
5. What is needed for the acknowledgement of the original source of the information you used?
6. It is putting an exact or word-by-word copy of the original author’s words.
7. What is the rewriting the original statement from a sources in your own words?
8. What is the meaning of URL?
9. This is the coding that would allow computers to read internet files.
10. She disputes the rumor that the newspaper business is dying.

LESSON 4: MEDIA, INFORMATION SOURCES , AND INFORMATION LANGUAGES

Introduction:
Media need information to create messages. This is what they
distribute to their chosen channels to receive feedback from their desired audience. This lesson will
introduce you to various sources of information, how messages are made through codes and
conventions, and discuss the receiving end of the messages which are the audience.

LESSON OBJECTIVES

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At the end of this lesson, you will be able to:

1. Identify the various source of information

2. Define codes and conventions
3. Decipher what messages mean through codes and conventions
4. Differentiate audience from producers and stakeholders.

LESSON CONTENT:

Source of Information

There are 4 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.
2. SECONDARY SOURCE - these are published and unpublished works that heavily
rely on a primary source such as analysis, biography, criticism, thesis etc.
3. TERTIARY SOURCE - these are works that were used secondary sources as references.
Some example of this source are film documentaries.
4. GRAY LITERATURE - these are sources that are not usually made available for
distribution.

OTHER TYPES OF INFORMATION SOURCES:

● Books

Books cover virtually any topic, fact or fiction. For research purposes, you will probably be
looking for books that synthesize all the information on one topic to support a particular
argument or thesis.

● Encyclopedias

Encyclopedias are collections of short, factual entries often written by different contributors
who are knowledgeable about the topic.

● Magazines

A magazine is a collection of articles and images about diverse topics of popular interest and
current events.

● Databases

A database contains citations of articles in magazines, journals, and newspapers. They may
also contain citations to podcasts, blogs, videos, and other media types. Some databases
contain abstracts or brief summaries of the articles, while other databases contain complete,
full-text articles.

● Newspapers

A newspaper is a collection of articles about current events usually published daily. Since
there is at least one in every city, it is a great source for local information.\

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 ● Library Catalog
● A library catalog is an organized and searchable collection of records of every item in a
library and can be found on the library home page. The catalog will point you to the location
of a particular source, or group of sources, that the library owns on your topic.
● Internet

The Web allows you to access most types of information on the Internet through a browser.
One of the main features of the Web is the ability to quickly link to other related information.
The Web contains information beyond plain text, including sounds, images, and video.

● Journal

A journal is a collection of articles usually written by scholars in an academic or professional

field.

CODES AND CONVENTIONS

What are codes?

Codes are systems of signs, which create meaning. Codes can be divided into two categories – technical
and symbolic.

Technical codes are all the ways in which equipment is used to tell the story in a media text, for example
the camera work in a film.

Symbolic codes show what is beneath the surface of what we see. For example, a character's actions show
you how the character is feeling.

Some codes fit both categories – music for example, is both technical and symbolic.

What are conventions?

Conventions are the generally accepted ways of doing something. There are general conventions in any
medium, such as the use of interviewee quotes in a print article, but conventions are also genre specific.

How codes and conventions apply in media studies

Codes and conventions are used together in any study of genre – it is not enough to discuss a technical
code used such as camera work, without saying how it is conventionally used in a genre.

Genre

Media products can be classified into categories or genre. The word 'genre' comes from the French word
meaning 'type' or 'class'. Media genres appear within a medium (film, television) such as the "horror" film
or the television "situation comedy".

A genre can be recognized by its common set of distinguishing features (see discussion on  codes and
conventions). These features associated with a genre's style and content may be, for example, a particular
setting, character types, technical codes (lighting or music). You may also find that some media texts blur
genre boundaries.

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Audiences recognise these features and therefore expect certain things. For example, at the end of a
romantic comedy film the two lead characters will realise they are in love. Audiences may even select a
text on the basis of its genre.

Producers market texts according to genre because a niche audience has already been identified as taking
pleasure in that type of text.

However, a genre is not static – it changes all the time – resulting in hybrid (or sub-) genres and changing
codes and conventions. There is also a relationship between genres and the societies in which they are
created.

Stakeholder & Audience

Audience vs. Stakeholder. By simple definition, audiences are the receivers of messages.  Stakeholders are
groups or individuals who are directly impacted by the decisions and actions of an organization.

Audience vs. Stakeholder

By simple definition, audiences are the receivers of messages. Typically, organizations are “pushing”
information out to audiences – distributing material without any listening in return. A common example is
when companies issue news releases. They have information about an event, a merger or acquisition, or a
policy decision that is important for their audiences to know, but they most likely are not looking for those
audiences to weigh in with thoughts, comments or questions.
Stakeholders are groups or individuals who are directly impacted by the decisions and actions of an
organization. And unlike an audience with a one-sided relationship, stakeholders can impact an
organization with their decisions and actions. That’s why it is important for organizations to take the time
and resources to know who is a stakeholder, and listen to their stakeholders to help understand their
expectations. Then, that organization can share back with its stakeholders how it is meeting those
expectations, starting a dialogue.
Stakeholders include current employees, former employees, customers, suppliers, shareholders,
investors, NGOs, regulators, policy-makers and the general public.
Stakeholder Engagement in Action
In the real world, how are organizations talking about “those who matter” to them?
A recent example is the U.S. Department of Agriculture’s (USDA) National Institute of Food and
Agriculture (NIFA). It is soliciting stakeholder input on the emerging needs and opportunities in food and
agricultural sciences through the initiative, “NIFA Listens: Investing in Science to Transform Lives.” The
goal of the initiative is to ensure: 1) broad stakeholder engagement to further fuel the conversation on
how to advance transformative science, and 2) that the organization’s investments in the agricultural
sciences are “user-inspired.”
It’s clear that USDA NIFA understands that stakeholders can impact an organization with their decisions
and actions, and in this case, is proactively seeking feedback to support goal achievement.
But given the differences between audiences and stakeholders in their ability to impact organizations,
both terms are used. According to data from Google over the past 18 months, business and industry tend
to utilize audience rather than stakeholder, while the trend in government has been the use of
stakeholder, as illustrated in the USDA NIFA example.

SUMMARY

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 In general, information sources tend to be categorized as:popular or scholarly/academic, based
primarily on content level, intended audience, and the rigor of the pre-publication review/editing process.
primary, secondary, or tertiary, based on immediacy of the author or creator to the content/event
ASSESSMENT
ESSAY: Answer the following. (5 points each)
1. Explain the importance of media information sources.

2. Create a thematic diagram for media information sources and its definition.

3. Discuss the codes and conventions in media.

4. Make a Venn Diagram about Producers and Stakeholders.

LESSON 5: Legal, Ethical, and Societal Issues in Media and Information

INTRODUCTION

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 REPUBLIC ACT NO. 10175
Cybercrime Prevention Act of 2012
● Is a law in the Philippines approved on September 12, 2012, which aims to address legal issues
concerning online interactions and the Internet.
● Among the cybercrime offenses included in the bill are cybersquatting, cybersex, child pornography,
identity theft, illegal access to data and libel.
LEARNING OUTCOMES
At the end of the class, the student will be able to:
1. Explains copyright, fair use of human rights
2. puts into practice their understanding of the intellectual property, copy right, and fair use
guidelines
3. Demonstrates proper conduct and behavior online.

LESSON CONTENT

COPYRIGHT
A legal device that gives the creator of a literary, artistic, musical, or other creative work the sole right to
publish and sell that work. Copyright owners have the right to control the reproduction of their work,
including the right to receive payment for that reproduction. An author may grant or sell those rights to
others, including publishers or recording companies. Violation of a copyright is called infringement.

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PLAGIARISM
An act or instance of using or closely imitating the language and thoughts of another author without
authorization; the representation of that author’s work as one’s own, as by not crediting the original.
CYBERBULLYING
Bullying that takes place online, or using electronic technology such as cell phones, computers, and tablets
over communication tools including social media sites, text messages, chat, and websites. Examples of
cyberbullying: text messages or emails composed to insult or demean; rumors or false statements spread
by email or posted on social networking sites; and humiliating photos, videos, websites, or fake profiles
deliberately shared across social media.
COMPUTER ADDICTION
The excessive use of computers to the extent that it interferes with daily life. This excessive use may, for
example, interfere with work or sleep, result in problems with social interaction, or affect mood,
relationships, and thought processes.
DIGITAL DIVIDE
an economic inequality between groups in terms of access to, use of, or knowledge of ICT. The divide
within countries (such as the digital divide in the United States) can refer to inequalities between
individuals, households, businesses, and geographic areas at different socioeconomic (and other
demographic) levels. The Global digital divide designates countries as the units of analysis, and examines
the divide between developing and developed countries on an international scale.

Defamation

The Cornell University Law School defines defamation, as Defamation is a statement that injures a third
party’s reputation. The civil wrong of defamation includes both libel (written statement) and slander
(spoken statements).
To win a defamation case, a plaintiff must show four things:

1. A declaration that a false statement is fact;

2. Publication or communication of that statement to a third person;

3. Fault;

4. Damages to the subject (person, institution, etc.) of the statement.

With the existence of the new media, everyone is at liberty contributed and post information online. The
problem with this evolutionary form of media is the lack of check and balance that traditional media
requires. Often, those who post their opinions are taken as facts that may sometimes result of
defamation.

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Privacy

Privacy is defined as the freedom from unauthorized intrusion. Also called as one’s right to privacy, it
refers to the concept that one’s personal information is protected from public scrutiny. Social media has
become the spotlight the world uses to take a peak into everyone’s private lives. Even more concerning is
the fact that ourselves beam in on our own personal lives. Our penchant for oversharing details of our
lives online poses serious security concerns.

Obscenity and Pornography

Obscenity and pornography although related, are not the same. Pornography is the term used to refer to
any material that uses the elements of nudity to cause sexual arousal among the audience. A
pornographic material is considered obscene when it crosses a line to a point that may be offensive. The
concept of what’s obscene and what’s not in pornographic content may be vague or subjective. This is
because what might be obscene in one sector of society can be totally acceptable in another.
Divine Command Theories

· Being good is equivalent to doing whatever the Bible—or the Qur’an or some other sacred text or source
of revelation—tells one what to do.

· “What is right” equals “What God tells me to do”.

The Ethics of Conscience

· Conscience dictates what is right or wrong

· Often has a religious source

· Maybe founded on a notion of human nature

· Is often negative in character, telling people what is not right

Ethical Egoism

· Says the only person to look out for is oneself

The Ethics of Duty

· Begins with conviction that ethics is about doing what is right, about doing one’s duty

· Duty may be determined by reason, professional role, and social role.

The Ethics of Respect

· Human interactions should be governed by rules of respect.

· What counts as respect can vary from one culture to another

Utilitarianism

· Seeks to reduce suffering and increase pleasure or happiness

· Demands a high degree of self-sacrifice—considers the consequences for everyone.

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· Utilitarianisms claim the purpose of morality is to make the world a better place.

The Ethics of Justice

· What is fair for one should be fair for all.

· Treating people equally may not mean treating them the same.

Virtue Ethics

· Seeks to develop individual character

· Assumes good persons will make good decisions

· Developed by Plato and Aristotle

· The Spiritual Exercises

· Provides a way of integrating all the theories.

Netiquette

Netiquette or network etiquette is a set of rules for behaving properly online. (Shea, 1997) Rules, that may
not be strictly enforced or even regularly followed is important to keep everyone online in check. Virginia
Shea published the following guidelines to cover the bases of netiquette.
Rule 1: Remember the Human

Through the technology, it is no longer necessary to be physically present to initiate interaction. As

convenient as it is, it also creates a barrier between people that makes communication tricky. Even with
emoticon and emojis, electronic devices still can’t quite convey messages the way face-to-face
conversation does. Without facial expressions, the tone of voice, gestures, and body language, it is easy to
forget that those at the receiving end of communication and actual human beings.
Rule 2: Adhere to the same standards of behaviour online that one follows in real life

“When the cat goes away, the mouse comes out to play”, is perhaps the simplest anecdote explaining
human nature’s approach in obeying the rules. In real life, actions have consequences, something one
would be wise to remember cyberspace. Good netiquette is derived from the same standards set in real
life. If your online behaviour doesn’t meet that, would be good to re-evaluate your actions.
Rule 3: Know where you are in cyberspace

The cyberspace may be as vast as the actual outer space. With the amount of information and the wide
array of users online, divisions are bound to come up depending on domains. Acceptable behaviour varies
on the domain you are on. If posting daily accounts of your life is acceptable on blogging domain, kit is
improper on academic ones. Knowing where you are in cyberspace helps in practicing good netiquette.
Rule 4: Respect other people’s time and bandwidth

Between school and works, social life, chores, errands to run, and safeguarding one’s health, 24 hours no
longer seem enough. It is important to ensure that one is not wasting it by delivering nonsense or
unsolicited information.
Rule 5: Make oneself look good online

People, in general, have a natural desire to be linked. Even on social media platforms, getting several likes
on posts, or hearts on photos, can definitely make anyone’s day. Making oneself look good online means

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appearing as a decent, smart, and well-rounded individual, through what one writes. Look good, by being
a responsible contributor in the age of media information.
Rule 6: Share expert knowledge

Both the great and terrible beauty of new media lies in its information crowd sourcing. Anyone with
access to the internet can share data and information to the world. While this raises credibility issues
among many data found online, it also increases the number of accurate facts contributed by experts.

Rule 7: Help keeps flame wars under control

“Flaming” is what people do when they express a strongly held opinion without holding back any
emotions. (Shea, 1997) One good example would be sharing strong political views through social media
platforms. Since not everyone shares the same beliefs and supports the same parties, the conflict
between differing groups arises. This is called the flame wars. Keep in mind that having the right to speech
and expression does not give anyone the right to crucify others with a different view. Opinions are always
allowed to be voiced online but at the end of the day, everyone just has to agree to disagree.
Rule 8: Respect other people’s privacy

People dependence on social media has put everyone’s lives under a microscope. Even so, privacy still
remains a right that needs to be asserted. Personal emails should be treated as regular mails, only to be
read by whom it was addressed to. No one should access social media profiles of others without their
consent. Let anyone choose what information to share and who to share them with online. Respecting
other people’s privacy is not just good netiquette, it is everyone’s responsibility.
Rule 9: Don’t abuse one’s own power

The cyberspace requires experts to be further developed and constantly maintained. These experts have
more power than any regular consumer. Bottom line is if one has been given some authority over online
networks he or she must not use it out of the context of one’s own job. Power, even if it is as small as
being entrusted with a Facebook password, must not be abused.
Rule 10: Be forgiving of other people’s mistakes

There have been no truer words spoken than the words “No one is perfect.” It is true that people make
mistakes, even online. So be forgiving of other people’s mistakes. Forgiving other people for their
mistakes isn’t just good netiquette, it is also basic good manners.

The Digital Divide, Addiction, and Bullying

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Digital Divide

Benjamin Company defines Digital divide as the disparities in access to telephones, personal computers,
and the internet across certain demographic groups. Different segments have varying levels of access to
digital developments due to a number of factors. This can include but are not limited to, race,

Gender , age, employment, income, location, and religion.

Addiction

Addiction is defined as an overdependence on something or a damaging need to do something. While it is

commonly associated with substances like recreational drugs, the digital age has now ushered an
addiction that is gradually raising concerns in industries and society as a whole. This addiction according
to the Huffington Post has been linked to poor sleep quality, anxiety, and even depression.

Bullying

Bullying has always been a serious issue, particularly among the youth. The U.S. Department of Health and
Human Services defines it as an unwanted, aggressive behaviour among school-aged children that involve
a real or perceived power imbalance.

SUMMARY

Ethics and codes of conduct are those guidelines to behavioral characteristics of members of a given
profession (Berman, 2014). It helps them determine and differentiate between what is right and wrong.
Each and every profession has its unique set of ethics and codes of conduct. At the center of this question,
and particularly this section, are ethics and codes of conduct in relation to communication. Social media
has greatly revolutionized communication in every profession. This section of the paper discusses the
ethical, social and legal issues arising various professions as a result of embracing the social media as a
tool of communication.

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ASSESSMENT

True or False: Write T if the statement is true otherwise F if false.

1. Bullying has always been a serious issue, particularly among the youth
2. Addiction is not defined as an overdependence on something or a damaging need to do
something.
3. Privacy is defined as the freedom from unauthorized intrusion
4. Netiquette or network etiquette is a set of rules for behaving properly online.
5. Obscenity and pornography although related, are not the same.

ESSAY. Answer briefly. (5 points each)

1. Explains copyright, fair use of human rights.

2. Discuss Cyberbullying based on what you have experienced.

LESSON 6:” Opportunities, Challenges, and Power of Media and Information

INTRODUCTION

The Media and Information can function to strengthen and enrich the connections between citizens
and intermediary organization including political parties, social movement, as well as the economy. The
spread of new freedoms and extent of frontiers of freedom that the public authorities have often
attempted to control; religious, freedoms, gender, ethnicity and sexual freedoms based on social and
cultural identities.

LEARNING OUTCOMES

At the end of this module, the student will be able to:

1. Identify opportunities and challenges in media and information in the economic,

educational, social and political dimensions.
2. Realize opportunities and challenges in media and information.
3. Discuss and evaluate how media and information affect change.
4. Cite recent examples of the power of media and information to affect change.

LESSON

OPPORTUNITY
It is a set of situations that makes possible to do something.
Social

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Political
Education
Economy
Economy

● New Industry
● Film Production
● Entertainment Programs
● Print
● Broadcast
● Mobile Communication
● Internet
● Advertising and
● Public Relations

Economic Impact
Economic actors need accurate and timely information to allocate resources efficiently, investors and
other groups increasing value and demand a governance-monitoring role from the media. A free and
independent press can provide information and monitoring to the economic policy development process
leading to more effective economic policies. It can also reduce political risk and increase good
governance- conditions that are important for robust economic development.
Media improves the efficiency of the economy by providing actors more and better information with
which make decisions and improving stability.
- Media enhances political coordination in the development of sound economic policy
- Media sector development can reduce political risk, increasing stability for higher risk countries.
Education
In Sites Using Video
In Sites Using Video
As we know from the recent ubiquity of online digital video, video has become a compelling tool for
educational representation. students use it in their projects: teachers and pre-service teachers use it to
study pedagogy; and researchers use it for capturing and examining how learning happens, as they unfold.
The Perspectivity Framework
The Perspectivity Framework
Perspectivity frames how learners, teachers and researchers make meaning of events from both individual
and multiple points of viewing.
The Highly Visual Evolution
The Highly Visual Evolution
Learners have been able to integrate a variety of digital media forms into documents. Multimedia,
hypermedia, new media are the terms we have used to describe this use of visual media in learning. Of
course, this is not the beginning of our use of a variety of media to learn. People have always use diverse
visual media to communicate with each other and learn.
Social
In today's world, media becomes as essential as our daily needs. Media of today is playing an outstanding
role in creating and shaping of public opinion and strengthening of society. Media is the sword arm of

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democracy. Media acts as watchdog to protect public interest against malpractice and create public
awareness.
Tourism
Communication
Freedom of Expression
Political
The political landscape has changed quite a bit in the last couple of decades. The internet has played a
large role in this transformation. Social media, in particular, is now a serious factor in political campaigns
and in the way people think about issues.
Candidates and their supporters constantly post their views on Facebook and Twitter. Each party has its
own pages, from which it broadcasts propaganda and requests for donations. Let’s look at some of the
leading ways that social media influences politics today
News Around the Clock
Demographics and Targeting
The Impact of Polls
Direct Interaction with Politicians
The Impact of Polls
Political polls are an important part of every campaign. They are often confusing, because you can often
find multiple polls with contradictory results posted on the very same day.
Direct Interaction With Politicians
One of the positive effects that social media has on politics is the opportunity for voters to interact more
easily with candidates and elected officials. Traditionally, if you wanted to meet a politician or candidate,
you’d have to attend a live event. Not everyone is able to do this. With modern technology, it’s now
possible to attend virtual events where you can participate in live streaming events and interact with
politicians and candidates.
Demographics and Targeting
Targeting is used throughout the advertising industry to make sure that ads and messages reach the right
audience. Politicians do this as well. In the age of social media, politicians and people running for office
are able to target their campaigns.
CHALLENGES
It is something new and difficult which requires great effort and determination.
Illegal Content
Cybercrime
Copyright
Infringement
Identity
Theft
Illegal Content
It’s any type of content that could be damaging to young people, including:

● real or simulated violence

● sexually explicit content
● illegal images of child sexual abuse

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 ● content promoting hate based on race, religion or sexual preference
● content instructing or promoting crime or violence
● content promoting violent extremism
● content that advocates unsafe behavior like extreme dieting or drug taking.

the use of a computer as an instrument to further illegal ends

Cybercrime
criminal activity or a crime that involves the Internet, a computer system or a computer technology
Copyright Infringement
It is the use of works protected by copyright law without permission, infringing certain exclusive rights
granted to the copyright holder, such as the right to reproduce, distribute, display or perform the
protected work, or to make derivative works.
Identity Theft
It is the deliberate use of someone else's identity, usually as a method to gain a financial advantage or
obtain credit and other benefits in the other person's name, and perhaps to the other person's
disadvantage or loss.
POWER
'Media power' means here the concentration of symbolic power in media institutions, particularly those
of television, radio and the press (the common-sense definition of 'the media'), although the long-term
impact of new media on media power is considered.
Business
Strategy
Business Strategy
It’s a trend that is already spreading to businesses beyond the newsroom, whether it be because of digital
marketing or new customer service communication channels
Banks of the Future
Social media is transforming banking relationships in very significant ways, from improving customer
service to allowing users to send money to others via online platforms. New financial technology
companies are using social media to help people simply open a bank account. Social media can even
impact your ability to get a loan.
Banks
of the
Future
Health Care & Public Health
Social media has been responsible for relevant changes in both personal and community health, especially
by making it easier for large numbers of people to rapidly share information.
Health
Care & Public
Health
MIND MAPPING
A mind map is a graphical technique for visualizing connections between several ideas or pieces of
information. Each idea or fact is written down and then linked by lines or curves to its major or minor idea
or fact, thus creating a web of relationships.

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SUMMARY

Economic actors need accurate and timely information to allocate resources efficiently,

investors and other groups increasing value and demand a governance-monitoring role from
the media. It can also reduce political risk and increase good governance- conditions that are
important for robust economic development.

ASSESSMENT 6:

Explain the following in essay form:

1. Challenges in media and information in the economic, educational, social and political
dimensions.

2.  How media and information affect change.

3. Cite an examples of the power of media and information to affect change.

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