LESSON 3: Introduction to Media and Information Literacy

Lesson Objective:
The learner shares the class media habits, lifestyles, and preferences

Different Types of Media

1. Print Media:
Newspapers and Magazines: These provide in-depth analysis, current affairs, and
investigative reporting. They can influence public opinion and policy discussions.
Books: They have a profound impact on shaping individuals' perspectives, values, and
understanding of various subjects.
2. Broadcast Media:
Television: This is a powerful medium for mass communication. It provides news,
entertainment, and educational content. Television can shape public opinion, influence
political views, and drive social change.
Radio: It is accessible to a wide audience and is often used for news, music, and talk
shows. It has a strong local community influence and can mobilize people around local
issues.
3. Digital Media:
Social media: Platforms like Facebook, Twitter, Instagram, and TikTok allow for
instantaneous sharing of information and opinions. They can amplify messages, influence
public discourse, and mobilize movements. However, they can also spread
misinformation and contribute to echo chambers.
Blogs and Online Forums: These platforms provide a space for individuals to share
opinions and information on specific topics. They can shape niche communities and
influence discussions around specific interests.
4. Interactive Media:
Video Games: They can influence behavior, attitudes, and even learning. They can also
be used as a medium for storytelling and can address social issues.
Virtual Reality (VR) and Augmented Reality (AR): These technologies offer
immersive experiences that can be used for education, training, and entertainment,
potentially shaping perspectives and behavior.
5. Film and Cinema
Movies: They have a significant influence on culture and society. They can reflect and
shape societal norms, attitudes, and beliefs. They also have the power to raise awareness
about various issues.
6. Advertising and Marketing:
Advertisements: They have a powerful influence on consumer behavior, preferences,
and perceptions of products and brands. They shape societal norms and aspirations.
7. Advertising and Marketing:
Advertisements: They have a powerful influence on consumer behavior, preferences,
and perceptions of products and brands. They shape societal norms and aspirations.

Influence of Media on Individuals and Communities

1. Shaping Opinion and Perception
2. Education and Information
3. Cultural Influence
4. Community Building
5. Mobilization and Activism
6. Entertainment and Escapism
7. Challenges and Risks

Media Habits
1. Consumption Patterns
2. Platform Preferences
3. Content Genres
4. Multitasking
5. Screen Time
6. Information Sources
7. Interactive Media Engagement

Lifestyles
• Occupation and Work Patterns
• Commute and Travel:
• Social Activities:
• Cultural and Recreational Interests
• Socioeconomic Status:
• Age and Life Stage:

LESSON 4: The Evolution of Traditional to New Media

I. TRADITIONAL MEDIA refers to the conventional forms of mass communication
that have been in existence for a long time.

1. Print Media: This category encompasses newspapers, magazines, and other printed
materials.
2. Broadcast Media: This includes television and radio broadcasting.
3. Film: This refers to movies produced for theaters and, in some cases, for television.
4. Outdoor Advertising: Billboards, posters, and other forms of outdoor advertising
are also considered traditional media.

The Evolution of Traditional Media to New Media

In this timeline, we were going to discuss the evolution of media from generation to
generation. This includes how media is used during the Pre-historic age, Industrial age,
Information age, and Electronic age.

A. The Prehistoric Age : (1500 BC – 1500 AD)

Prehistory is the period of human activity between the use of the first stone tools ~3.3
million years ago and the invention of writing systems, the earliest of which appeared
~5300 years ago. Technology that predates recorded history. History is the study of the
past using written records; it is also the record itself. Anything before the first written
accounts of history is prehistoric (meaning "before history"), including earlier
technologies. About 2.5 million years before writing was developed, technology began
 with the earliest hominids who used stone tools, which they may have used to start fires,
hunt, cut food, and bury their dead.
B. Industrial Age : (1700s-1930s)
The Industrial Age is a period of history that encompasses the changes in economic and
social organization that began around 1760 in Great Britain and later in other countries,
characterized chiefly by the replacement of hand tools with power-driven machines such
as the power loom and the steam engine, and by the concentration of industry in large
establishments.
C. The Electronic Age: (1930s – 1980s)
The Electronic age is the invention of the transistor that ushered in the electronic age.
People harnessed the power of transistors which led to transistor communication
becoming more efficient.

II. NEW MEDIA: New media, on the other hand, refers to digital forms of
communication that have emerged with the advent of technology and the internet.
This category includes:
1. Digital Advertising: This includes online banner ads, social media advertising, and other
forms of digital marketing.
2. Social media: Platforms like Facebook, Twitter, Instagram, and LinkedIn fall under this
category.
3. Websites and Blogs: These are platforms where content can be published and accessed
online.
4. Podcasts and Webinars: These are audio or video programs distributed digitally.
5. Mobile Apps: Applications developed for smartphones and tablets, which can include
games, social networking, productivity tools, and more.
6. Streaming Services: Platforms like Netflix, Hulu, Spotify, and YouTube provide on-
demand access to various forms of media content.

A. DIGITAL AGE (1900s-2000s)

The Digital Age or Informational Age is a period in human history characterized by the
shift from traditional industry that the Industrial Revolution brought through
industrialization, to an economy based on information computerization. The internet
paved the way for advanced the use of microelectronics with the invention of personal
computers, and devices wearable technology. Moreover, voice, image, sound, and data
are digitalized.
The relationship between traditional and new media
1. Convergence
2. Synergy
3. Competition
4. Consumer Behavior
5. Content Creation and Distribution
6. Feedback and Interaction
7. Accessibility and Reach
8. Monetization and Business Models

LESSON 5. TYPES OF MEDIA

1. Print Media
- is the oldest form of media, and it used to be the only medium of entertainment back
in the 80s and 90s. People depended on different types of print news media like
magazines, newspapers, and books for all kinds of political, social, entertainment, and
informative news.
- one of the most effective media types to know all kinds of information about the
world or a country. Print media includes newspapers, magazines, books, and direct
mail (including flyers and postcards).
a. Newspapers
There are national, regional, and newspapers of specific interest made by news
and organizations for the masses to know about the world. They spread a large
amount of information, to the readers, especially at low prices.
Newspapers provide instant delivery of news and information and certain unique
features that might interest the readers.
Advantage: • Newspapers enjoy a large number of readers.
• The target audience is local and national.
Disadvantage: • The paper quality is low and cheap.

b. Magazines
- Magazines are the medium of specialized advertising, resulting in paying higher
for advertisements than newspapers. Magazines can be categorized into two
types consumer magazines, and business magazines.
- Consumer magazines include information about lifestyle, glamour, special
interests, and the world of entertainment.
Advantage: • Magazines use high-quality paper, unlike newspapers.
• The level of reader engagement is high.
Disadvantage: • Magazines can also prove to be expensive.
c. Direct Mail - It is a type of media that delivers informational flyers or performs
promotions through postcards. It ensures the delivery of information to the customers
at their business or home address.
Advantage: • It personalizes the emails for advertisers.
• The audiences are primarily specific.
Disadvantage • It can be expensive and requires planning.
2. BROADCAST MEDIA OR MASS MEDIA
a. Broadcast Media or Mass Media
-Broadcast media or mass media also eases the expansion of information by
disseminating it to a larger audience.
-It can conveniently reach illiterate people as it requires just the visual and auditory sense
organs to understand the news played on radio, television, or movies. Audios, videos, and
written content are included in broadcasting or mass media.
b. Television
- The invention of the television was done long after the newspapers were considered the
original form of media. It turned out to be one of the most effective mediums for
delivering information as it was used for various purposes. There were very few channels
available on television for the audience in the past.
 - However, the TV channels are now largely numbered and are categorized according to
news, drama, children, movies, entertainment, sports, etc., making it the number one
media of broadcasting.
Advantages: • Television has a high rate of viewers.
• Viewers can watch advertisements without extra effort.
Disadvantage: • Advertisements played on TV cost high.
a. Radio
The radio waves deliver the news by transmitting the content to the public. Radio has a
high audience reach, so it is widely used for advertisements of products and brands.
It is the oldest type of media, and people use it today for knowing weather forecasts and
traffic. Radio has extended coverage as it enjoys millions of listeners across the nation.
Advantages: •They have an engaged audience.
•There are few distractions in movie theatres.
Disadvantage: •The ads played in movies are expensive.

3. Internet Media /Online Media/ New Media

a. Emails
Emails help companies to quickly and easily reach their customers. They require less
research as one doesn’t need to search for a customer’s email address as they frequently
provide it at sales.
On the other hand, people also have the facility to open or not open the mail. So few of
them might open and visit the advertising site. Most of them might not prefer even
opening the mail, let alone seeing the site.
Advantages: • The sending and receiving messages are free.
• They are pretty easy to create.
Disadvantage: • The competition is high for advertising.
b. Social Media
Social media or social networking sites are Instagram, Facebook, Twitter, Snapchat,
YouTube, Quora, etc. People across the globe frequently and widely use this type of
media.
So, it becomes an important medium for companies to market their products as it is
popular and has longevity. Social media aim to establish interaction and communication,
so the ads can also be quite interactive, increasing the chances of user engagement.
Advantages: • The advertisements on social media are targeted.
• Interacting with customers is free of cost.
Disadvantage: • Creating a brand and advertising consumes time.

4. Outdoor Media
It is also known as home media and is one of the most prominent types of media. Home
media focuses on delivering the news or information to the public when they are outdoors.
 Advertisements are promoted through display on vehicles, streets, etc., which also
acquaints the customers with the new arrival of products. They help in encouraging the masses to
contribute to a social cause or a development in society. It is highly used for advertisements
associated with public welfare and commercials in general.
a. Billboards
- They make advertising for a product or a cause easier, as they attract the people who
pass by them.
-Billboards are large advertisements created with the help of computers. They can be
found on streets, city sidewalks, recreation centers, etc.
Advantages: • Billboards provide a wider reach for advertisements.
• They can help create impactful messages.
Disadvantage: • The response rate on billboards is low.
b. Transit Station Advertisements
Transit media focuses on advertising and delivering information to people when traveling
in public places or are in transit. It displays ads on vehicles and other modes of
transportation.
Transit media has the aim of “driving home a message,” through which it attracts millions
of people roaming around the streets or traveling the world. It might seem like a
traditional method of advertising, but it is effective to date.
Advantages: • The reach of transit media is broad.
• They help in impactful messaging.
Disadvantage: •The performance rate is challenging to measure.

Factors to Consider while choosing Types of Media

• Size, nature, and market presence of business
• Nature or product or service
• Availability of target audiences
• Market requirements
• Availability of media channels
• Competitors’ preferred media types
• Marketing or advertising objectives
• Marketing and advertising budgets
• Nature of message and appeal
• Distribution strategy, etc.

LESSON 6. MEDIA AND INFORMATION SOURCES

1. Primary sources – an original, uninterpreted, or first-hand material created by the person
involved in an activity or an event (artifacts, diaries and autobiographies, letters, manuscripts,
music, official and original documents, emails, journals, periodicals, conference proceedings,
artworks, architecture, patents, audio and video recordings)
2. Secondary sources – information obtained through the analysis, interpretation, and
evaluation of primary source materials (newspaper articles, literature reviews, textbooks,
biographies)
3. Tertiary sources -involves information that collects, organizes, and summarizes primary
and secondary source materials (encyclopedia, dictionary, directories, yearbooks)
 A. INDIGENOUS MEDIA- a form of media “conceptualized, produced, and circulated by
indigenous people as vehicles for communication, specifically for cultural preservation,
cultural and artistic expression, political self-determination, and cultural sovereignty”
(Wilson et al., 2015). E.g. folktales, folk songs, folk dances.
- Refers to communication techniques and resources used by indigenous peoples.
- Is also known as community media.
- Includes oral interaction and face-to-face communication.
- Is created, owned, controlled, and managed by indigenous peoples to produce and
exchange culturally appropriate information in the languages that they speak and
understand.
- Is used to raise awareness, share knowledge, strengthen and maintain indigenous
languages, and shape people's lives.

B. LIBRARY – a place and a means of access to information, ideas, and works of

imagination”
KINDS OF LIBRARY SERVICES
• User services – function in linking people to the information they are looking for
• Technical services – function in gathering, cataloging, and preparing library
materials
• Computer services – function in maintaining databases, software programming,
web design, and computer maintenance in the library
• Administrative services- function in managing the library and services, conveying
c contracts, supervising library employees, and preparing budgets

CLASSIFICATIONS OF LIBRARIES
1. School libraries
2. Academic libraries
3. Public Libraries
4. Special libraries
C. INTERNET – a global network of computers that allows computer users around the
world to share information for various purposes.

Common sources of information

• Including libraries, the internet, and other forms of media.
• Are often produced by and for a general audience.
• Are not necessarily culturally appropriate or relevant to indigenous peoples.
• May not be available in the languages spoken by indigenous peoples.
• May not reflect the perspectives or experiences of indigenous peoples.

Indigenous Media VS Library

SIMILARITIES DIFFERENCES

INDIGENOUS -Information can be accessed Indigenous media refers to the

MEDIA VS. through libraries as well as the communication techniques and
LIBRARY internet. Researchers must pay resources used by indigenous
 attention to the dependability of peoples. It is also known as
their sources. This is more of an community media. Oral
issue on the internet, but it can interaction and face-to-face
also occur in libraries. Many communication are two
books have been written whose components of indigenous
contents are questionable or media. A library, on the other
contentious. As a result, a hand, is a location where books,
researcher cannot simply believe magazines, and other resources
everything they find at a library, are structured using a
any more than they can believe classification system.
everything they read online. - Indigenous Media is also
- Some indigenous groups are referred to as community media,
using the internet to spread and it is any type of media that is
historical, tourism, and developed and controlled in the
commercial information to their community, for the community,
people as well as to outsiders. about the community, and by the
community, as opposed to
commercial media, state-run
media, or public broadcasting.
- While the Internet is a massive
network that links computers all
around the world. People can
share information and converse
via the Internet from any
location with an Internet
connection.

LESSON 7: MEDIA AND INFORMATION LANGUAGES

Languages - pertains to the technical and symbolic ingredients or codes and conventions that
media and information professionals may select and use in an effort to communicate ideas,
information and knowledge.

Media Languages - codes, conventions, formats, symbols, and narrative structures that indicate
the meaning of media messages to an audience.

MEDIA CODES AND CONVENTIONS

Codes - are known as a system or collection of signs that create meaning when put together.

TYPES OF CODES
1. SYMBOLIC CODES - show what is beneath the surface of what we see (objects, setting,
body, language, clothing, color, etc.) or iconic symbols that are easily understood.
Example: red roses, traffic lights, clenched fist
 2. WRITTEN CODES - use of language style and textual layout (headlines, captions,
speech, bubbles, language styles, etc.)
3. TECHNICAL CODES - are ways when equipment is used to tell a story. These include
sounds, camera angles, type of shots, and lightning as well as camera techniques,
framing, depth of field, lightning, exposure, and combination.

CAMERA SHOTS
1. EXTREME LONG SHOT - also called extreme wide shots such as a large crowd scene
or a view of scenery as far as the horizon.
2. LONG SHOT – a view of a situation or setting from a distance.
3. MEDIUM-LONG SHOT – show a group of people or interaction with each other.
4. FULL SHOT – a view of a figure’s entire body to show action and/or a constellation
group of characters.
5. MEDIUM CLOSE SHOT – shows a subject down to his/her chest/waist.
6. CLOSE-UP SHOT – a full-screen shot of a subject’s face showing the finest nuances of
expression.
7. EXTREME CLOSE-UP SHOT – a shot of a hand, eye, mouth, or any object in detail.

POINT OF VIEW
1. ESTABLISHING SHOT - often used at the beginning of a scene to indicate the location
or setting, it is usually a long shot taken from a neutral position.
2. POINT-OF-VIEW SHOT - shows a scene from the perspective of a character or one
person. Most newsreel footages are shown from the perspective of the newscaster.
3. OVER-THE-SHOULDER SHOT - often used in dialogue scenes, a frontal view of a
dialogue partner from the perspective of someone standing behind and slightly to the side
of the other partner, so that parts of both can be seen.
4. REACTION SHOT - a short shot of a character’s response to an action.
5. INSERT SHOT - a detail shot that quickly gives visual information necessary to
understand the meaning of a scene.
6. REVERSE-ANGLE SHOT REVERSE-ANGLE SHOT - a short shot from the opposite
perspective.
7. HAND-HELD CAMERA SHOT - the camera is not mounted on a tripod and instead is
held by the cameraperson, resulting in less stable shots.

CAMERA ANGLES
1. AERIAL SHOT- OVERHEAD SHOT - also called Bird’s Eye Shot – Long or extreme
long shot of the ground from the air.
2. HIGH-ANGLE SHOT - shows people or objects from above higher than the eye level.
3. LOW-ANGLE SHOT – BELOW SHOT - shows people or objects from below, lower
than the eye.
4. EYE-LEVEL SHOT – STRAIGHT ANGLE - views a subject from the level of a person’s
eye.

CAMERA MOVEMENTS
1. PAN SHOT - the camera pans (moves horizontally) from left to right or vice versa across
the picture.
 2. TILT SHOT - the camera tilts up (moves upwards) or tilts down (moves downwards)
around a vertical line.
3. TRACKING SHOT - the camera follows along next to or behind a moving object or
person.
4. ZOOM SHOT - the stationary camera approaches a subject by “zooming” or moves
farther away by “zooming out”.

CONVENTION (THE INDICATORS OF CONTENT FAMILIARITY)

-refers to the generally accepted way of doing things that have formed into a habit because of
repeated exposure and experience of these messages.

TYPES OF CONVENTIONS
1. Form conventions: Form conventions are the certain ways we expect types of media
codes to be arranged.
2. Story Conventions: Story conventions are common narrative structures and
understandings that are common in storytelling media products.
3. Genre Conventions: Genre conventions point to the common use of tropes, characters,
settings, or themes in a particular type of medium. Genre conventions are closely linked
with audience expectations. Genre conventions can be formal or thematic.
OTHER TERMS TO REMEMBER
1. Messages – the information sent from a source to a receiver Messages – the information
sent from a source to a receiver.
2. Audience – the group of consumers for whom a media message was constructed as well
as anyone else who is exposed to the message.
3. Producers – people engaged in the process of creating and putting together content to
make a finished media product.
4. Other stakeholders – Libraries, archives, museums, internet, and other relevant
information providers

LESSON 8: INTELLECTUAL PROPERTY

• Intellectual property or IP refers to a creation of the mind. This means everything the
human mind can make—including literary and artistic works, inventions, designs, music,
dances, and plays—are all IPs.
• Intellectual Property Code of the Philippines (IP Code): Republic Act 8293 or the
Intellectual Property Code of the Philippines (IP Code) covers intellectual property and
its protection. The IP Code updated and consolidated the country's laws on patents,
trademarks and copyright in the light of emerging global issues in the field of intellectual
property and in compliance with commitments under international conventions and
treaties to which the country is a party (Expressions of Creativity, IP Philippines).

Types of Intellectual Properties

1. Copyright
 You get copyright protection automatically when you produce an original media product.
 Copyright is the exclusive and legally secured right given to creators or authors for their
literary and artistic works to prohibit or authorize the reproduction or copying of the
work. It allows the creator to derive economic or financial reward from the use of his
works by others and to claim authorship of a work and to have that authorship
recognized.
 Plagiarism vs Copyright Infringement
Plagiarism is an ethical violation that occurs most often in academic situations when a
party takes credit for work that was not of their own authorship while copyright
infringements occur when a party copies, reproduces, distributes, displays or performs, or
makes a derivate version of a protected work without permission of the copyright owner
or the law.

The main difference between plagiarism and copyright infringement is that plagiarism is
an ethical issue, whereas copyright infringement is a legal issue.

2. Patent
 Patent is an exclusive right granted by the patent owner for a product, process, or an
improvement of product or process for a specified period in exchange of the full
disclosure of the invention.
3. Trademark
 a symbol, word, or words legally registered or established by use as representing a
company or product.

LESSON 9: DIGITAL DIVIDE, ADDICTION, AND BULLYING

WHAT IS THE DIGITAL DIVIDE?
 The digital divide is a term that refers to the gap between demographics and regions that
have access to modern information and communications technology and those that don't
or have restricted access.
• The term describes a gap in terms of access to and usage of information and
communication technology.
• The digital divide can exist between those living in rural areas and those living in urban
areas, between the educated and uneducated, between economic classes, and on a global
scale between more and less industrially developed nations.

What are the implications of the digital divide?

• Political: In the age of social media, political empowerment and mobilization are difficult
without digital connectivity.
• Governance: Transparency and accountability are dependent on digital connectivity. The
digital divide affects e-governance initiatives negatively.
• Social: Internet penetration is associated with greater social progress of a nation. Thus
digital divide, in a way, hinders the social progress of a country.
• Rural areas in the Philippines are suffering from information poverty due to the digital
divide. It only strengthens the vicious cycle of poverty, deprivation, and backwardness.
• Economic: The digital divide causes economic inequality between those who can afford the
technology and those who don't.
• Educational: The digital divide is also impacting the capacity of children to learn and
develop. Without Internet access, students cannot build the required tech skills.

WHAT IS ADDICTION?
 • Addiction is defined as 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 in an addiction that is gradually raising concerns in industries
and society. According to the Huffington Post, this addiction has been linked to poor
sleep quality, anxiety, and even depression.

BULLYING
• Bullying has always been a serious issue, particularly among youth. It is defined as
unwanted, aggressive behavior among school-aged children that involves a real or
perceived power imbalance.

Challenges and Barriers to Bridging the Digital Divide:

• Economic barriers: Poor access to computer and communication technology also
causes a digital divide. In the Philippines, the ability to purchase or rent the tool
for access to digital information is less among the masses.
• Content barriers: To solve the digital divide, the government should ensure that all
citizens can receive diverse content relevant to their lives and produce content for
their communities and the internet.
• Language barriers: Having a multicultural and multilingual population, today, a
large percentage of information on the internet is in English, which is a barrier for
the people whose primary language is not English.

How to Overcome Internet Addiction

1. Turn off Notifications; Let's start with an easy step. When you have fewer reminders
on your phone or computer, you have less desire to go online. Turning off notifications is
one of the most effective ways of managing internet addiction.
2. Review Your Habits: Review your online usage habits and see if your behavior is a
negative example.
3. Connect With Others: When we are addicted to technology, the time and energy, we
spare on technology and the internet ruins our relationships, focus on repairing our poor
relations. Having real-life connections may make technology and the internet more
dispensable.
4. Restrain Yourself Both internet and technology cause compulsive urges to shop, play
games or log in to your computer. Set limitations for yourself and stick to them! Try to
play computer games only on specific days or shop online only at specific hours and
gradually decrease the amount of time you allocate for these activities. Keep in mind that
the harder it gets, the more important it is to stick to it until the end.
5. Assigned Spots The portable nature of devices makes it easier for you to develop a
technology addiction. Assign places for your devices and forbid using them in other
places. Bedrooms, study rooms, and dining areas must be off-limits.
6. Keep Track Keeping track of your screen time is one of the most effective ways of
preventing screen addiction. You can use apps that will help you track time and raise self-
awareness of your technology addiction.
7. Put Away Your Phone During Meals During conversations or when going to the
restroom. The more you physically carry your devices around, the more you are
vulnerable to the effects of internet addiction.
8. Designate Tech-Free Hours Why do people become addicted to the internet? Because
there are no time or location limits to it. You have to control your usage and when and
where to beat internet addiction.
9. Make Your Bedroom a No-Tech Zone This combines steps 3 and 4. Technology
addiction treatment starts when you let go of your devices.
10. Rediscover Paper We use our devices as agendas, cameras, GPS, contact books, and
so much more. Technology provides ease, but if you are looking into ways to beat
technology addiction, it will be best for you to read the news from a newspaper or mark
your appointments on a wall calendar.
11. Limit Yourself to One Screen at a Time Do you find yourself playing a mobile game
on your phone while chatting on your computer? When people are addicted to their
screen, it is harder for them to stick to one device at a time. Set limitations, and you will
start benefiting from them.
12. Workout A healthy body means a healthy mind. Physical exercise will relieve you of
boredom and help you boost your energy. It will also keep your mind off your devices,
which will help with managing internet addiction.