Media

- refers to all electronic or digital means and print or artistic visuals used to transmit messages, a
means of communication.
Literacy
- is the ability to encode and decode symbols and to synthesize and analyze messages.
- ability to read and write.
Media literacy

- is the ability to access, analyze, evaluate, and create media

TYPES OF MEDIA

A. PRINTED MEDIA
- Is a form of advertising that uses physically printed media, such as magazine, and newspaper
to reach consumer, business customer, and prospects.
B. BROADCAST
- Most expedient means to transmit information immediately to the widest possible audience.
ex. Radio, television and film
C. NEW MEDIA
- Broad term in media studies that emerged in the latter part of 20th century.
ex. Internet, social media

Information Literacy

- Information literacy is a set of abilities requiring individuals to "recognize when information is

needed and have the ability to locate, evaluate, and use effectively the needed information”.

- Information literacy also is increasingly important in the contemporary environment of rapid

technological change and proliferating information resources.

Information Literate Individual is able to:

• Know what information needed
• Get the information quickly and easily
• Evaluate information and sources
• Show the information Ethically and legally to accomplish a specific purpose

MEDIA AND INFORMATION SOURCES

Media Source is any source that serves as a means of communicating to general and public
audience.

Media and information sources can be obtained by:

• Human Source
- Any person who can be a source of data or information.
Ex. Newscaster, Detectives, Teachers
• Library Source
- It is a source that found in the library
Ex. Books, Almanac, Dictionaries
• Indigenous Source
- It is sources that are obtained traditionally by an indigenous community or people.
Ex. Newspaper, Interviews
• Internet
- An in information sources found in the internet.
Ex. Social media sites, Blog entries

Media and Information Sources are classified into three:

• Primary Sources (original sources)

- Evidence and that was created under time study.
Ex. Journal, Diaries and manuscript, oral histories, speeches, Records of organization
• Secondary Sources
- is a document or recording that relates or discusses information originally presented
elsewhere.
- Involves interpretation, generalizations, analysis, synthesis or evaluation of the original
information.
Ex. Magazines, Newspaper articles, commentaries, criticisms, Biographical works
• Tertiary Sources
- is an index or textual consolidation of primary and secondary sources.
Ex. Almanacs, Guide books, Dictionaries and encyclopedia
 MEDIA AND INFORMATION LANGUAGE

MEDIA LANGUAGE
- include the repeated use of particular word, phrase and images also know as verbal or
visual language.
CODES
- Are systems of sign, which create meaning.

TYPES OF CODES
1. TECHNICAL CODES
- Ways in which equipment is used to tell story (Camera technique, framing).
2. SYMBOLIC CODES
- Show what is beneath to surface of what we see (object, setting, body language,
clothing, color, feeling, etc).
3. WRITTEN CODES
- Use of language style and textual layout (Headlines, caption, speech, bubbles, language
style, etc)

CONVENTIONS
- Are generally accepted ways of doing something.
Example: Conventions in an action movie (Money, blood, killing, fighting, guns, rage, murder
bombs).
MESSAGES
-are constructed using creative language with its own rules.
AUDIENCE
- Refers to the group of consumer for whom a media text was constructed as well as anyone
else exposed to the text.

DIFFERENT AUDIENCE
TARGET AUDIENCE
- refers to the group of people to whom a media text is specially addressed because of a
set of characteristic that thay share, such as age, gender, profession, class, etc.
ACTIVE AUDIENCE
- refers to the theory of their own history ; experience and perspective so that different
groups of people may interpret the same message in different ways.