MIL

TYPES OF
MEDIA
Media has an important accountability mechanism: it raises important issues, corruption for
example, that might otherwise never be publicly debated or addressed. The media also has an
important role in stimulating governments to act on social policy, can also expose problems
that need to be addressed, for example poor living conditions or lack of access to services and
so on. Thus, it takes to the idea of how media is now used and by what degree of confidence
does the content is credible in different media formats.

Media literacy is an essential skill in the digital age. It can help you learn how to determine
whether something is credible. It also helps determine the "persuasive intent" of advertising
and resist the techniques marketers use to sell products.

MEDIA
-simply refers to a vehicle or means of message delivery system to carry an ad
message to a targeted audience.
-Media like TV, Radio, Print, Outdoor and Internet are instruments to convey
an advertising message to the public.

The main task of media planners is to select the most appropriate media channels that can
effectively communicate the advertising message to a targeted audience. Hence, it is
essential for media planners to:
✓ Keep up with latest media trends
✓ Keep up with New technological developments
✓ Determine long and short term effects of different media
✓ Analyse Strengths and Weaknesses of different media
 Different Types of Media:

Print Media
- media consisting of paper and ink, reproduced in a printing process that is
traditionally mechanical. It is used to describe the traditional or "old-
fashioned" print-based media that today's parents grew up with, including
newspapers, magazines, books, and comics or graphic novels

Broadcast Media
- media such as radio and television that reach target audiences using airwaves
as the transmission medium.

Film/Movies
-These are the oldest form of motion picture technology capable of
capturing lifelike video-style images.
New Media
- content organized and distributed on digital platforms such as the Internet. It refers to
“those digital media that are interactive, incorporate two-way communication and
involve some form of computing,” Robert Logan writes in his book Understanding New
Media. New media is “very easily processed, stored, transformed, retrieved, hyperlinked
and, perhaps most radical of all, easily searched for and accessed.”

Media Convergences:

MEDIA CONVERGENCE
-is the merging of mass communication outlets – print, television, radio, the
Internet along with portable and interactive technologies through various digital
media platforms.
- is the blending of multiple media forms into one platform for purposes of
delivering a dynamic experience.

Technologically rich societies have entered the digital age, and media industries are grappling with
new opportunities – and threats – afforded by what is called “convergence”. Media people tend to get
very excited about convergence, because it holds so much promise. The melding together of different
media, incorporating new personalized services is both impressive and overwhelming.
 •co-existence of traditional and new media.
•coexistence of print media, broadcast media (radio and
television), the Internet, mobile phones, as well as others,
allowing media content to flow across various platforms.
•ability to transform different kinds of media into
digital code,which is then accessible by a range of
devices (ex. from the personal computer to the
mobile phone), thus creating a digital
communication environment

For much of modern history, the different types of media — books, newspapers,
radio, television, cinema — were distinct technologies. They also existed in separate
industries. Digitization, computer networking and the rise of the Internet, however,
have resulted in the breaking down of these silos. This has led to the integration of all
media. It enables the immediate and global exchange of every kind of content.

Our experience with convergence to date has also revealed some drawbacks. Not everyone has ready and
affordable access to digital media, or the skills to employ them. A connection to computer networks (and
the literacy required to navigate them) is increasingly vital. It creates a digital divide between haves and
have-nots. Also, the tracking capacity of computer programs has resulted in increased surveillance. This
has prompted concerns about personal privacy and security.

But media convergence isn't only an end result like a smartphone, but also a process in how we create,
consume, and distribute media. Media convergence has even changed the way we receive data. Instead of
getting a news report from TV, we're getting that same report from a television station by way of the
internet and social media, in particular. For people who work in media, convergence has changed the way
they do their jobs. Instead of reporters simply writing a story to appear in tomorrow's newspaper, they're
filming short video clips and tweeting about it, too—a smash-up of different digital technologies.
Communication and technology are just two of the areas where convergence has been impactful.
 MASS MEDIA AND
MEDIA EFFECTS
MASS MEDIA
-It is known as being one of the most significant forces in modern culture.
-It refers to channels of communication that involve transmitting information in
some way, shape or form to large numbers of people.
- It is a communication—whether written, broadcast, or spoken—that reaches a
large audience.
- This includes television, radio, advertising, movies, the Internet, newspapers,
magazines, and so forth.
- Sociologists refer to this as a mediated culture where media reflects and creates
the culture.
-Mass media makes possible the concept of celebrity: without the ability of movies,
magazines, and news media to reach across thousands of miles, people could not become
famous.

Media Effects:

MEDIA EFFECTS
-These are the intended or unintended consequences of what the mass media does
(Denis McQuail, 2010). Further, it is typically defined as social or psychological
responses occurring in individuals, dyads, small groups, organizations, or
communities as a result of exposure to or processing of or otherwise acting on
media messages.
-The changes caused by media can take place on several dimensions.
-The effects can be intended by the message source or unintended. The
consequences can include not only changes, but also preservation of the status
quo. If a certain social situation perpetuates because of media this is also
considered a media effect. In addition, media effects can be both short-term
and long-term.
Media Effects:

Third – party Theory

-People think they are more immune to media influence than others.

Reciprocal Effect
-When a person or event gets media attention, it influences the way the
person acts or the way the event functions. Media coverage often increases
self-consciousness, which affects our actions.

Boomerang Effect
-It refers to media-induced change that is counter to the desired change.
Communicative messages are often constructed strategically. In many cases, the
creators of such messages strive to curtail specific anti-social or unhealthy
attitudes and behaviors held by the target audience. However, these messages are
not always successful in achieving the intended effect. Messages with a specific
intent can backfire and cause an increase in the unhealthy or anti-social attitude
or behavior targeted for change.

Cultivation Theory (George Gerbner)

-It states that media exposure, specifically to television, shapes our social reality by
giving us a distorted view on the amount of violence and risk in the world. The
theory suggests that television and media possess a small but significant influence
on the attitudes and beliefs of society about society. Those who absorb more media
are those we are more influenced. In a nutshell, heavy viewing of television and the
associated violence leads the viewer to believe that the world is a much more
dangerous place than it actually is, with a serial killer, rapist, or pedophile lurking
around every corner.
Agenda-setting Theory (Lippmann/ McCombs
and Shaw)
-It process whereby the mass media determine what we
think and worry about. Further, public reacts not to actual
events but to the pictures in our head, created by media.
Also, agenda setting is very important in the political aspect
because the public agenda influences the policy agenda
which means that candidates will try to focus on issues that
the public wants to hear about. In conclusion the agenda
setting theory has many beneficial uses in our society and it
is part of our communication.

Propaganda Model of Media Control (Herman &

Chomsky )
-The model tries to understand how the population is manipulated, and how the social,
economic, political attitudes are fashioned in the minds of people through propaganda.
Example: Corporate organization who owns media never publishes the financial details,
which may endanger them.

SOURCES OF MEDIA
AND INFORMATION
Information can come from virtually anywhere — media, blogs, personal experiences,
books, journal and magazine articles, expert opinions, encyclopedias, and web pages —
and the type of information you need will change depending on the question you are
trying to answer.

Sources of Information:
Indigenous Knowledge* (IK)
-is an unconventional source of information. It is also known as local knowledge.
According to Warren (1991), it is the knowledge that is unique to a given culture or
society. It may contrast with the international knowledge system generated by
universities, research institutions and private firms.
 Indigenous Knowledge* (IK)
-is owned, controlled and managed by indigenous peoples in order for them to develop and
produce culturally appropriate information in the languages understood by the community
by utilizing indigenous materials and resources, reflecting community needs and interests,
visions and aspirations, and independent from vested interest groups (Indigenous Media,
Freedom of Expression and Right to Information: ASEAN Scenario, 2014).
Indigenous Media’s characteristics are as follows:
 ✓ oral tradition of communication
 ✓ store information in memories
 ✓ information exchange is face to- face
 ✓ information are contain within the border of the community
Library*
-It is a place in which literary, musical, artistic, or reference materials (such as books,
manuscripts, recordings, or films) are kept for use but not for sale. It was existed because of
the birth of the printing press. And expected to select and provide content that area easy to
access. Its main role is to organize and provide you access information. And labelled as
“steward of good information”. No longer static of limited to purely collecting physical
materials for archiving, but has extended to acquiring new modes of providing information
such as the use of digital sources and facilities that utilize media.
Types of Library
1. ACADEMIC LIBRARY . It serves colleges and universities.
2. PUBLIC LIBRARY. It serves cities and towns of all types.
3. SCHOOL LIBRARY. It serves students from Kindergarten to Grade 12.
4. SPECIAL LIBRARY- These are in specialized environments, such as
hospitals, corporations, museums, the military, private business, and the
government.
Internet*
-It is a global computer network providing a variety of information and communication
facilities, consisting of interconnected networks using standardized communication
protocols.
Unlike similar information found in newspapers or television broadcasts, information available on the
Internet is not regulated for quality or accuracy; therefore, it is particularly important for the individual
Internet user to evaluate the resource or information. Keep in mind that almost anyone can publish
anything they wish on the Web. It is often difficult to determine authorship of Web sources, and even if
the author is listed, he or she may not always represent him or herself honestly, or he or she may
represent opinions as fact.
HOW WILL YOU EVALUATE THE INFORMATION
FOUND IN THE INTERNET?
Authorship
-It is critical to relate the ideas you find at a site to a particular author, organization, or
business. In this way, there is a degree of accountability for any of the ideas expressed.
Be especially wary of sites in which the author or sponsoring organization is not clearly
stated.

Publishing body
-Anyone with an Internet Service Provider (AT&T, UP.net, NMU, etc.) can put up
a Web page. As a result, you need to have some idea whether the group claiming
responsibility for the information on the Web site is legitimate.

Accuracy and Verifiability

A source of information is known to be scholarly when it provides references to the
information presented. In this way, the reader can confirm whether the information is
accurate or the author's conclusions reasonable. A page without references still may be
useful as an example of the ideas of an individual, organization, or business, but not as
source of factual information.

Currency
-Some information is very time sensitive. For example, a page talking about the top rate
Web search engines in 1997 is going to be horribly out of date in 2000. There have been
incredible changes in search engine technology and new developments appear almost
monthly. However, a page discussing the Civil War is likely still relevant today even if
the page was created in 1996 and has not been updated. Regardless, a site should always
provide some indication of when the information was created or the site was last
updated.
SKILLS IN DETERMINING THE RELIABILITY OF INFORMATION

✓ Check the Author

✓ Check the Date of Publication or of update
✓ Check for Citations
✓ Check the Domain or owner of the site/page.
.com – commercial . edu - educational
.mil - military .gov – government
.org - nonprofit organization
 SKILLS IN DETERMINING THE ACCURACY OF INFORMATION

✓ Look for facts.

✓ Cross-reference with other source for consistency.
✓ Determine the reason for writing and publishing the information.
✓ Check for advertising. Advertisers may use related information to
market their product.

ACCURACY, RELIABILITY
AND VALUE OF
INFORMATION
Although, the value of information would also depend on the need of the user but these are
the key skills to better get the rightful information that you need to:

Reliability of information
- Information is said to be reliable if it can be verified and evaluated.
Others refer to the trustworthiness of the source in evaluating the
reliability of information.
Accuracy of information
- Accuracy refers to the closeness of the report to the actual data.
Measurement of accuracy varies, depending on the type of information
being evaluated. Forecasts are said to be accurate if the report is similar to
the actual data. Financial information is considered accurate if the values
are correct, properly classified, and presented

Value of information
- Information is said to be of value if it aids the user in making or improving decisions.

Authority of the source

-Much of the information we gather daily do not come from a primary source
but are passed on through secondary sources such as writers, reporters, and
the like. Sources with an established expertise on the subject matter are
considered as having sound authority on the subject.
Timeliness
- Reliability, accuracy, and value of information may vary based on the time it was
produced or acquired. While a piece of information may have been found accurate,
reliable, and valuable during the time it was produced, it may become irrelevant and
inaccurate with the passing of time (thus making it less valuable). Other information
may be timeless, proven to be the same in reliability, accuracy, and value throughout
history.
GENRE, CODE, AND
CONVENTIONS
All media messages are constructed using a particular set of codes and conventions.
When we say media message are constructed using codes and conventions, we mean
that every media product we encounter is a coherent body with its own rules.

GENRE
-It is a French word which means “Kind” or “Class”. The original Latin word is
“genus” and mean class of things that can be broken down into subcategories.
-It tends to be understood to constitute particular conventions of contents and
following a distinctive style in terms of form and presentation.

The primary genres that media creators and producers invoke are the following:
entertainment, news, information, education, and advertising. These sample of sub-
category of some of the given primary genre
News
-These are stories that have critical importance to community and
national life. News stories are also told following the basic structure of
beginning, middle and end. Journalists, people trained to report news to
an audience, are expected to be objective, comprehensive and bias-free.
-They work for newspaper, radio stations, televisions, and lately,
online or web-based news services.
-Major Division for News stories: Hard or straight news; Feature, Soft
News, Investigative News, Opinion
 Entertainment
-It is derived from the French word “entretenir” which means “to hold the
attention, keep busy, or amused.
This a comprehensive movie genres list:
(a) Action movies require stunts, set pieces, explosions, guns, and karate. They are
usually about a clear hero and a clear villain. Action movie stakes are huge, like
saving the world or the universe. They're often bombastic and move quickly. Their
pacing and structure are built around scenes like car chases and their climaxes
often have the biggest set pieces.
(b) Adventure movies are usually built around a quest. They take place in faraway
lands or jungles. Many adventures may be period pieces, although more
contemporary adventure stories are coming back to the forefront. They can be
swashbucklers or treasure hunts.
(c) Comedy films usually are written with a few laughs a scene. The stakes are
usually much smaller or interpersonal. Comedy films can vary in their darkness
and the way they deal with life and death. They tend to be shorter films, spoofs and
can have broader casts.
(d) Drama is regularly mashed up with other genres because most movies and tv
rely on character-driven stories to keep the audience involved. These are serious
stories that hinge on events that regularly happen in everyday life. They usually
focus on character and how these people arc over time.
(e) Horror film focuses on adrenaline rides for the audience that dial in the gore,
scares and creative monsters. Horror is always re-inventing old classics, like
adding fast zombies, and CGI creatures. It also is seen as the most bankable genre
with a huge built-in audience. Ghouls, ghosts, slashers, creatures, and body
disfiguring are some of its settings
(f) Romance movies are about people coming together, falling apart, and all the
hurdles in between. Love is a universal language. They can be paired with comedy
and ram, but a straightforward romance focuses on two characters or an ensemble
falling in love.
(g) Thriller movies. What would you do when you were over your head? This is
usually linked with horror, action, and drama, but thrillers are about exciting
situations that have constant danger. They're about stressed characters, corrupt
investigators, and criminals living on the edge.
(h) War/Conflict movies are about POWs, men in foxholes, tanks, and planes.
They're about people finding commonalities, differences, and sacrificing their lives.
 have constant danger. They're about stressed characters, corrupt investigators, and
criminals living on the edge.
(h) War/Conflict movies are about POWs, men in foxholes, tanks, and planes. They're
about people finding commonalities, differences, and sacrificing their lives.

Codes . These are system of signs that when put together create meaning.
Type of Codes
1. Technical Codes. The way in which equipment is used to tell the story (camera
techniques, framing, depth of fields, lighting and etc.)
Camera Techniques
Extreme Shot of, e.g a large crow or a view of
Wide Shot scenery as far horizon.

Wide Shot A view of situation or setting from a

distance

Medium Shows a subject down to his or her waist

Shot with a space above to his or her head.

Medium Shows a subject down to his or her chest

Close- up with a space above to his or her head.

Close- up A full screen shot of a subject face,

Two Shot A two shot is a type of shot in which the

frame encompasses two people. The
subjects do not have to be next to each
other, and there are many common two
shots which have one subject in the
foreground and the other subject in the
background.
Cut Away is the interruption of a continuous shot by
inserting a shot of something else. Usually,
you then cut back to the first shot. These
can be done within the same scene, cuts to
other scenes, or even as one continuous
 shot as the camera pans across to
something else.
Over the The Over the shoulder shot is a camera
Shoulder angle used in film and television, where the
camera is placed above the back of the
shoulder and head of a subject. This shot
is most commonly used to present
conversational back and forth between two
subjects.
Point of also known as POV shot, is an angle that
View shows what a character is looking at.
Typically POV shots are placed in between
a shot of a character looking at something
and a shot showing the character's
reaction.
Selective Using a shallow depth of field the subject
Focus can be rendered in sharp focus with the rest
of the image blurring into the image
foreground and background. This
technique isolates the subject within the
image, drawing the eye of the viewer to the
exact point which the photographer wishes
to be observed.
Eye-Level It refers to when the level of your camera is
placed at the same height as the eyes of
the characters in your frame. It also
simulates standard human vision and thus
present visual information through a
familiar viewpoint.
High Angle It is a cinematic technique where the
camera looks down on the subject from a
high angle and the point of focus often gets
"swallowed up". High-angle shots can
make the subject seem vulnerable or
powerless when applied with the correct
mood, setting, and effects.
Low Angle It is a shot from a camera angle positioned
anywhere below the eye line, pointing
upward.

Bird's Eye A shot in which the camera shoots a scene

View from directly overhead.It usually has an
extreme long shot, to establish setting. We
use this angle to look down at the scene
from a higher point.
 Worm’s is a shot that is looking up from the ground,
Eye View and is meant to give the viewer the feeling
that they are looking up at the character
from way below and it is meant to show the
view that a child or a pet would have.

2. Symbolic Codes. It shows what is beneath the surface of what we see (objects,
setting, body language, clothing, color, etc. )
Setting Setting is the time and place of the
narrative. When discussing
setting, you can describe the
setting of the whole story or just a
specific scene. A setting can be as
big as the outback or space, or as
small as a specific room. Setting
can even be a created atmosphere
or frame of mind.
Mise en It is a French term that means
scene ‘everything within the frame’. In
media terms it has become to
mean the description of all the
objects within a frame of the media
product and how they have been
arranged. An analysis of mise en
scene includes:
 Set Design
 Costume
 Props
 Staging and Composition
Acting Actors portray characters in media
products and contribute to
character development, creating
tension or advancing the narrative.
The actor portrays a character
through:
 Facial expression
 Body Language
 Vocal qualities
 Movement
 Body contact
Colour Colour has highly cultural and
strong connotations. When
studying the use of colour in a
media product the different
aspects to be looking at are:
 Dominant colour
 Contrasting foils
 Colour symbolism

3. Written Codes. These are the formal written language used in a media product. It can
be used to advance a narrative, communicate information about a character or issues
 CONVENTIONS
-These are the accepted ways of using media codes. These are closely connected to
the audience expectations of a media product.

TYPES OF CONVENTIONS
Form conventions
-These are the certain ways we expect types of media’s codes to be arranged. For
instance, an audience expects to have a title of the film at the beginning, and then
credits at the end. Newspapers will have a masthead, the most important news on the
front page and sports news on the back page. Video games usually start with a
tutorial to explain the mechanics of how the game works.

Story Conventions
-These are common narrative structures and understandings that
are common in story telling media products.
Examples of story conventions include:
 • Narrative structures
 • Cause and effect
 • Character construction
 • Point of View

Genre Conventions
-It points 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.

Legal and Ethical

Issues in Media and
Information
INTELLECTUAL PROPERTY
-Intellectual property (IP) refers to creations of the mind, such as
inventions; literary and artistic works designs and symbols, names and
images used in commerce
Types of Intellectual property
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

Plagiarism
-is 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 author.
 > Sources Not Cited
1. The Ghost Writer -The writer turns in another’s work, word-for-word, as his or her
own.
2. The Photocopy- The writer copies significant portions of text straight from a single
source, without alteration.
3. The Potluck Paper- The writer copies from several different sources, tweaking the
sentences to make them fit together while retaining most of the original phrasing.
4. The Poor Disguise- The writer has altered the paper’s appearance slightly by changing
key words and phrases.
5. The Labor of Laziness - The writer takes the time to paraphrase most of the paper
from other sources and make it all fit together.
6. The Self-Stealer- The writer “borrows” generously from his or her previous work.
> Sources Not Cited(BUT STILL PLAGIARIZED)

1. The Forgotten Footnote - The writer mentions an author’s name for a source, but
neglects to include specific information on the location of the material referenced.
2. The Misinformer - The writer provides inaccurate information regarding the sources,
making it impossible to find them.
3. The Too-Perfect Paraphrase- The writer properly cites a source, but neglects to put
in quotation marks on text that has been copied word-for-word, or close to it.
4. The Resourceful Citer- The writer properly cites all sources, paraphrasing and using
quotations appropriately. The catch? The paper contains almost no original work!
5. The Perfect Crime- The writer properly quotes and cites sources in some places, but
goes on to paraphrase other arguments from those sources without citation.

Fair Use
Fair use means you can use copyrighted materials without license only for certain
purposes.
These include:
1. Commentary
2. Criticism
3. Reporting
4. Research
5. Teaching
Guidelines for Fair Use
• A Majority of the content you create must be your own.
• Give credit to the copyright holder
• Don’t make money off of the copyrighted work
 What Have I Learned So Far

Activity 8.3: With what you have learned so far, cite a situation, which is most likely
for you to experience, where you could apply your knowledge on intellectual property
right, copyright, and fair use guidelines. Include a simple illustration of such situations.

Intellectual Property _____________________________

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1. _____________________________
_____________________________
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Copyright _____________________________
_____________________________
_____________________________
_____________________________
_____________________________
2. _____________________________
_____________________________
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Fair Use Guidelines _____________________________

_____________________________
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3. _____________________________
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Responsible Digital Citizenship

Digital citizenship refers to having the appropriate knowledge and skills to effectively
use digital technologies to communicate with others, participate in society and create and
consume digital content. Responsible digital citizenship is essential, especially now in the face
of a technology-saturated world, to helping media and information consumers achieve and
understand digital literacy, as well as ensuring cyberbully prevention, online safety, digital
responsibility, and digital health & wellness. Let’s go through some of the aspects of digital
citizenship below:
Netiquette
Netiquette, or network etiquette, is a set of socially constructed rules and norms for
behaving and communicating responsibly in an online environment. Simply stated, it is the
etiquette of cyberspace. While not all of these rules hold legal power nor are strictly enforced,
it is important that you, as a media consumer, have a well-defined set of guidelines that helps
keep you or the people you know in check in terms of your online activity and presence.
Consider the following "rules," adapted from Virginia Shea's The Core Rules of
Netiquette, whenever you communicate in the virtual world.

Rule 1: Remember the human

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

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

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

Rule 3: Know where you are in cyberspace

The Internet may be as vast as the earth’s oceans or the outer space with parts least
visited, not discovered, and some deemed even dangerous. Today, you are presented with a
wide array of internet domains and websites. While there may be millions of it on the Internet,
they can easily be categorized according to content or intended audience. In this context, your
manner of interaction may differ from one domain to another. What's perfectly acceptable in
one area may be dreadfully rude in another and depending on where you are in the virtual
world, the same written communication can be acceptable in one area, where it might be
considered inappropriate in another. For example, in most TV discussion groups, passing on
idle gossip is perfectly permissible. But throwing around unsubstantiated rumors in a
journalists' mailing list will make you very unpopular there. And because Netiquette is different
in different places, it's important to know where you are.
Rule 4: Respect other people's time and bandwidth
Have you ever felt that time passes faster now than it does before? Have you ever felt
like days pass even more swiftly and that sometimes, our 24 hours in a day seems like less
than it really is? Cliché, but your observations are valid. In this fast-paced time, people are
pushed to squeeze in school, work, social life, chores, errands to run, sleep, personal
wellness, and more all in 24 hours. That is why time seems to pass twice as fast as it did
before because of all the essential things we have to accomplish in a day. In the context of
netiquette, whenever you post something online or send a message to someone, you’re taking
up a few precious minutes from the already limited time of another. Electronic communication
takes time: time to read and time in which to respond. Most people today lead busy lives, just
like you do, and don't have time to read or respond to frivolous emails or discussion posts.
Thus, it is you responsibility to ensure that the time reading your message or post isn’t a waste
of anyone’s time.

On the other hand, the word "bandwidth" is sometimes used synonymously with time,
but it's really a different thing. Bandwidth is the information-carrying capacity of the wires and
channels that connect everyone in cyberspace (Shea, 1997). However, these bandwidths
have a limit as to the amount of data it can carry at a given moment. All those unnecessary
data uploaded in cyberspace is taking up space in the bandwidth that could’ve been reserved
for more valuable data.

Rule 5: Make yourself look good online

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

Rule 6: Share expert knowledge

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

Rule 7: Help keep flame wars under control

"Flaming is what people do when they express a strongly held opinion without holding
back any emotion." (Shea, 1994). Flamers, from the name itself, add fuel to the flame – they
provoke people whose opinions are different from theirs, these are the people who express
their opinion in an aggressive or offensive manner usually resulting to “flame wars” where two
or three people exchange angry posts between one another.
 You have to remember though that exercising one’s right to self-expression isn’t a bad
thing in itself. There is a thin line between expressing your opinion in a respectful manner and
attacking the opposing party to prove your point – that line something you have to keep in
mind whenever you are confronted with a disagreement with someone online.

Remember, do not feed the flames; extinguish them by guiding the discussion back to
a more productive direction. Furthermore, opinions are always welcomed to be voiced out but
at the end of the day, parties may just agree to disagree and end a conversation in a decent
way.

Rule 8: Respect other people's privacy

Privacy is a human right. Much like how you do not want your phone opened just by
anyone or your messages read by someone without your permission, other people value their
privacy as well. That is someone you have to always remember especially in cyberspace
where you get to access loads of information. The advent of the Internet has put everyone
almost everyone’s lives under a microscope. Even so, information that are private in nature
must remain private and that is a right the needs to be asserted – a right that everyone is
afforded.

Wherever you are in the online world, you may be exposed to some private or personal
information that needs to be handled with care. Ask yourself: What do you think would happen
if this information "got into the wrong hands?" Embarrassment? Hurt feelings? Loss of a job?
Just as you expect others to respect your privacy, so should you respect the privacy of others
as well.

Rule 9: Don't abuse your power

Just like in the real world, people in cyberspace have their own influence and power –
some with power greater than others. These people are the technology wizards, experts with
years of experience, and system administrators, among others. If you are one of these people
or if you are someone with knowledge powerful enough to expertly navigate through
cyberspace, remember that knowing more than others do not give you the right to take
advantage of them.

Rule 10: Be forgiving of other people's mistakes

Not everyone has the same amount of experience working in the virtual world. And not
everyone knows the rules of netiquette. As you move along and around cyberspace, at some
point, you will bump into a ridiculous post, a nonsense photo, a poorly constructed sentence,
or a stupid question. When this happens, learn to carry an understanding attitude. Practice
tolerance when you see minor and forgivable mistakes. If you feel compelled to correct and
respond to a mistake, do so preferably in private and as politely and respectfully as possible.

Moreover, always choose your battles wisely. Not every mistake or opposing opinion
you see on the Internet needs your reaction. Do not sweat over the small stuff or things that
do not have much weight and just let it slide. Conversely, learn to admit your mistakes as well
should there be instances when you commit one. No one is perfect, and so are you. So
practice changing your opinion when presented with facts and learn to acknowledge your
errors or inaccuracies.

Alternatively, you can follow the THINK acronym to guide you on how you show behave
and interact on the Internet or on social media. This applies to everyday communication too,
whether you’re talking to work colleagues, family, or friends.
THINK
T – Is it true?
 Is this fact or is it really an opinion or feeling?
 Know and be clear before you speak

H – Is it helpful?
 Will it just aggravate the situation if you do talk about it or post a rant about it?
 Does it help you, them, or the situation?

I – Is it inspiring?
 Will people be in awe after reading your status?

N – Is it necessary?
 There are things that are better left unsaid.
 Some people are making their social media account as daily/ routinely diaries

K – Is it kind?
 What is your motivation for communicating?

Other helpful questions to consider:

 Am I saying this from a place of anger? Am I being respectful?
 Who is my audience? Who else might be able to hear, see, or read this?
 How might what I’m saying appear to others?
 Could someone misinterpret what I’m saying?
 What am I saying about myself with these words?

What have you learned so far?

Activity 8.4: Read and understand the comic strip below. Answer the questions that
follow on a separate sheet of paper.

Source: Carnegie Mellon University, Lesson 7: Netiquette (2017). Retrieved on June 26, 2020 from
https://www.carnegiecyberacademy.com/documents/Lesson7_Netiquette.pdf

1. What are the differences between talking to your friends or family over the
Internet and talking to them in person?

2. What could Erika have done to avoid this situation?

3. What could Alan have done to avoid this situation?

Digital Divide
Digital Divide is an inequality or disparity between demographic groups in terms of
access to, use of, or knowledge of ICT. Different segments have varying levels of knowledge
and access to digital developments due to a number of factors which include, but not limited
to: race, age, education, income, socioeconomic status, and geographical location. Digital
divide may further be grouped into three divisions, as relayed by The Manila Times writer
Noemi Lardizabal-Dado (2019):

The digital native and the digital immigrants

The people born in the Internet and digital technology age are who we call as digital
natives. The term is often used synonymously with ‘Millennial’, though not all digital natives
are millennials and not all millennials are digital natives. Regardless, digital natives are those
that are immersed in digital technology growing up making them more knowledgeable and
comfortable in the digital age. Digital immigrants, on the other hand, are those born before the
widespread adoption of computers and the Internet and has had to adopt digital technology
later in life. Due to the gap in generations, not excluding other factors, digital immigrants are
considered to be less technically able than digital natives.

There may have been a time in your life when your parents or elder relatives asked
you to teach them what to click on their mobile phone or how to navigate through the Internet.
That is an example of a digital divide between digital natives and digital immigrants. This divide
doesn’t necessarily mean that the elderly do not have access per se but some are simply not
comfortable with the use of digital devices and the Internet. However, this does not hold true
to some as there are digital immigrants who accepted the advent of technology and sought to
learn to adapt to the digital age.

The digital rich and the digital poor

A huge part of the digital divide, especially in developing countries such as the
Philippines, is the differences in socioeconomic status of social groups. The financial capacity
of an individual affects his ability to purchase a gadget and a reliable Internet access.
Smartphones are getting more affordable but a stable Internet access is still a work in progress
(Dado, 2019). Technology has made numerous positive implications in education, healthcare,
transportation and many more. Learning materials and resources may now be conveniently
accessed online, technology has also paved way for advancements in medicine and
healthcare, transportation is now made more convenient and comfortable. While many are
able to enjoy and adapt to all these developments, sadly, a lot more are struggling to keep up.
Day by day, as we face a world of inequality and injustice, this gap widens even more.

On a more personal level, you may have known a student who have struggled to do a
homework or submit a project because it involves a certain device or it needs Internet
connection. Perhaps a friend? A classmate? A neighbor? Or that someone may even be you.

Access to all the Internet and all these technological advancements is a privilege not
all are able to afford. In a country like the Philippines where a huge chunk of our population
falls below poverty line, acquiring digital devices, let alone securing a stable Internet
connection, is at the bottom of the list of priorities.

The digital skilled and the digital unskilled

A discrepancy in terms of digital skills occurs because of the lack of funds and
opportunities. Similarly to the aforementioned, lack of digital skills may stem from an
individual’s socioeconomic status. A person belonging to a family falling below poverty line
would most probably have less to no access to digital devices and stable Internet connection.
In effect, he will fall behind on updated information, up-to-date learning resources, and even
on job openings. This limited access to information would also limit his door of opportunities
to learn and improve his skills. However, being poor is not a death sentence. Difficult as it may
seem, this gap may be narrowed if an individual is eager and hardworking enough to hurdle
constraints and seek learning for himself. For instance, enrolling on free online courses, self-
earning, and even on-the-job training. People try to overcome financial challenges to become
digitally skilled.

What have you learned so far?

Activity 8.5: Answer the following questions briefly and write your answers in a
separate sheet of paper.
1. Cite a real-life situation, whether a personal experience or that of someone you
know, showing the existence of digital divide.
2. Which among the mentioned three groups do you think that situation belongs?
3. Suggest a way to help narrow such digital gap.

Internet Addiction
Merriam-Webster Dictionary defines addiction as “a compulsive, chronic, physiological
or psychological need for a habit-forming substance, behavior, or activity having harmful
physical, psychological, or social effects.” When we speak of addiction, we commonly
associate it with substances like recreational or illegal drugs. However, due to the widespread
use of the Internet, the digital age has ushered an addiction that has become a growing
concern in the society – Internet Addiction.

Internet addiction may come in different forms such as social media addiction, video
game addiction, cybersex or online sex addiction, and online gambling addiction. Undeniably,
the Internet has introduced to society a whole new human experience. Aside from its
educational and informational functions, the Web has offered media users a higher and more
enjoyable level of recreation with all the games, social media, and even online shopping,
which, in effect, makes users more glued to their devices. Moreover, thanks to smartphones
and mobile internet data services, people can now access these almost anytime, anywhere!
More and more individuals are now developing a heightened dependence with these evolving
technologies, some at a manageable level but others at an alarming degree opening the
possibility of having their devices and the Internet interfere with their daily activities.

Internet addiction may be developed due to several factors like stress, anxiety,
depression, other forms of addiction, lack of social support, or lack of parental guidance, or
inactivity. These are some of the signs and symptoms of Internet addiction you may want to
be mindful of:
 Being less conscious of time spent online or with gadgets that enable Internet
access
 Failing to complete tasks or activities intended to be finished at the time you were
using the Internet
 Having less time with friends and family
 Lack of remorse for your excessive Internet use
 Feeling more excited with Internet activities rather than real-life or physical
activities
 What You Will Do

Activity 8.6: Self-Test

Instructions: Take the self-quiz on Internet Addiction found in this website:

https://www.mind-diagnostics.org/internet_addiction-test. Afterwards, answer the
questions that follow:
1. Based on your result, how would you assess yourself in terms of Internet usage
and Internet addiction?
2. How would you improve your digital and online habits?
3. What ways can you suggest to your peers to avoid developing Internet or
computer addiction?

Cyberbullying
In 2012, a certain college student gained infamy after a video of her allegedly shouting
at a female security guard at LRT-2 Santolan went viral. She was subjected to severe ridicule,
hateful messages, and even threats and because of the abuse she was getting on media, she
deactivated all her social media accounts and even refused to leave her home. In 2013, a 12-
year-old Fil-Am student from New York took her own life after she was bullied due to a video
uploaded on YouTube where she was shown arguing with another classmate. In 2017, a
Grade 8 student from Ramon Torres National High School (RTNHS) in Negros Occidental
ended his own life because of cyber bullying after being bullied and sent disturbing messages
accusing him of stealing his classmate’s computer tablet.

Online violence, cyber bullying and digital harassment affect over 70 percent of young
people globally, according to the United Nations Children’s Fund (UNICEF), as it called on
internet users to “be kind online” and prevent this form of violence. These cases are only a
tiny fraction of this figure, just a few out of the countless victims of cyberbullying with some still
constantly battling the pains and demoralization while others, in extreme cases, succumbing
to suicide.

By definition, cyberbullying is a type of offensive action toward another which takes

place using electronic technology (Liquigan, 2016). This occurrence can trigger traumatic
experiences for the victims just like bullying in real life. Cyberbullies post or send hateful and
mean messages as well images which are deliberately meant to mock, ridicule, embarrass,
hurt, or attack a person. What’s worse about cyberbullying is that online content used by
cyberbullies may stay on the Web for a long time. Even if the original content may be deleted,
screenshots or copies of it may continue to circulate on social media or on the Internet. This
makes it harder for victims to move forward if the things that traumatizes them constantly
resurfaces on the Web. Cyberbullying and bullying in general also feed “a continuum of
damaging behavior.” Victims of cyberbullying are more likely to abuse drugs and alcohol, skip
school, receive poor grades and experience low self-esteem and health problems.

As a conscientious person and a responsible media consumer and producer, it is your

unspoken duty to refrain from and denounce cyberbullying. Moreover, to further avoid
cyberbullying, you can promote proper netiquette to your peers, foster mutual respect and
courtesy by avoiding flame wars, and be vigilant against people’s intention to harm other
netizens.