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Media Literacy different audiences can take away

different meanings from the same


- Validity seen as repertoire of skill product
and capacities
- Expanded information and Media have commercial implications
communication skill that is
responsible to the changing - Media production is a business,
nature of information in our therefore it must make a profit
society
Media have social and political
- Ability to access, analyse and
implications
respond to a range of media
- It conveys ideological messages
Access – denotes the knowledge of
about values, power, and
where to find these forms of media;
authority
includes technical competence to
- Have embedded values and
navigate around technology
point-of-view.
Analysis – includes thinking reflectively - Have great influence on politics
and critically on what has been read, and on forming social change
seen, or experienced, and its
Each medium has a unique, aesthetic
implications to oneself and to one’s
form – “format”
community
 Media has its own way or form to
- Assessment of the reliability
entertain or inform the users to a
of the material, its sources
certain topic. For example, the
and if it is presenting facts
newscasters are reporting live
Respond – ability to experience and news of a certain event. To the
explore the pleasures of the media text, comedians, they use humour in
how these are realized through the order to attract viewers and also
language of data. to inform them

Create Key questions for media analysis:

Media are constructions - About the authorship, purpose


and economics
- Media products are created by - Who made this?
individual who makes conscious - To whom was this made
and unconscious choices about for?
what to include, what to leave, - Techniques and content
and how to present what is - What messages are
included. This products are never conveyed?
entirely accurate reflections of the - What techniques are used to
real world communicate?
- What ideas, values,
Audiences negotiate meaning information…?
- Media product is a collaboration Information Age – 1940/1950 to present
b/w the producers and the
audience. Which means that, World Wide Web (www)
Information Media Literate
- It is the stepping stone to - You will,
gathering and producing  Possess some control
knowledge  Have the ability to examine
- Which informs, enables us to (scrutinize)
know, answer to questions and it  Critical perspective
is communicable  Understanding that govern
the creation and
Information literacy – it is the set of dissemination of media and
abilities requiring individuals to messages
recognize when information is needed,  Gain an understanding of
and how to locate, evaluate and use it how political forces shape the
effectively creation and disseminations
of media and info messages
1. Recognize
 Learn how to sight info,
2. Locate
discern what is useless and
3. Evaluate
useful to your lives
4. Use info EFFECTIVELY
 Value the word “ethics” and
3 Sources of Information its implication to our society

1. Popular Publications – blog post, Computer Literacy – set of skills,


news articles, newspapers, attitude, and knowledge necessary to
tabloids, journalistic articles understand and operate the basic
2. Scholarly Publications – found in functions of information and
academic articles, thesis, communications technology, including
Philippine constitution, medical devices and tools such as personal
books computers, laptops, cell phones, etc.’
3. Trade Publications – highly
Hardware literacy – pc, laptop,
specialized materials, consumed
operating features and functions
by non-specialist ; brochures,
flyers Software literacy – internal capacity, to
operate the software and applications
Format of Information
Internet – fast chain of computer
1. Print – materials produced from
networks, linked via digitals, connected
prints; books, flyers, notes
and anyone can access with internet
2. Digital – stored in an electronic
connections
format; e-books, websites, blogs
3. Audio/Video – from analogue  .edu – educational institution
technology video, audio; radio,  .com – commercial entities
TV, audio cassette, DVD, CD (profit oriented)
4. Microform – photographed and  .org – non-profit organization
produced using lenses; viewed  .gov – government organization
using machines with magnifying  .net – internet service provider

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