CHAPTER 3 8.

An articulator of aspirations
9. An arbiter of values
The mnemonic for the core literacies 10. A rumor monger
are 3R’s, which stand for: 11. A secular religion
- reading 12. A dealer of cool
- writing 13. A peddler of false needs
- arithmetic 14. A puppet of the mighty
15. A facilitator of democratic processes
 Literacy involves knowledge and 16. A watchdog of government
skill 17. A mouthpiece for advocacy, and so
 Literacy must involve the right much more
attitude
Four Interrelated Concepts
Knowledge - is something you commit
1. Media messages are constructed
to your head
2. Media messages are value-laden
Skill is something you do and do well
3. Form and content are inseparable in
when practiced often
constructing/ understanding media
messages
Media Literacy - refers to knowledge of
4. The meaning of media message(s) are
how media works, skills at accessing
activated by media users.
and appreciating media, criticality and
creativity in using, understanding, and
Purpose of learning these key
engaging with media.
concepts:
1. To empower individuals to critically
First step in media literacy:
engage with and creatively use media
- Recognize that media is a powerful
2. To enable individuals to understand
social and socializing force.
the workings of media enough for them
to hold media accountable and resist
Folksonomy - is a portmanteau of “folk”
media whenever necessary
and “taxonomy”.
3. To instill individuals the awareness
- It refers to the user-generated system
that media can and should work toward
of organizing online information, for the
fostering a participative, just and
purpose of re-finding them or
humane society.
determining their frequency of use.
- also called collaborative tagging
Sitcom - short for “situation comedy”. a
- helps determine if an online
television and radio genre that features
information has already “gone viral”or
characters in a series of amusing
is “trending”
situations.
Ship is derived from the word
Media can act as:
“relationship”.
1. A channel of information
Shipping is any expression of fan’s
2. A mode of connecting people
desire for two celebrities or fictional
3. A means of getting things done
characters to have some kind of
4. A go-to for pastime
relationship, romantic or otherwise.
5. A window on the world
6. A vehicle for cultural expression
Memes according to biologist Richard
7. A teller of stories
Dawkins’ The Selfish Gene (1976) are
the cultural equivalent of genes, in that
they selectively self-reproduce and
mutate
 Producing and distributing media
messages always cost something.
 Stars are media industry properties,
and the investments that go into
constructing their reputation
generate income for media
producers
 Consolidated or converged
controlled only by few individuals
or businesses.
Journalist’s Code of Ethics
Formulated by Philippine Press Institute
and National Press Club
1. I shall scrupulously report and
interpret the news, taking care not to
suppress essential facts or to distort the
truth by omission or improper
emphasis. I recognise the duty to air the
other side and the duty to correct
substantive errors promptly
2. I shall not violate confidential
information or material given me in the
exercise of my calling.
3. I shall resort only to fair and honest
methods in my effort to obtain news,
photographs and /or documents, and
shall properly identify myself as
representative of the press when
obtaining any personal interview
intended for publication.
4. I shall refrain from writing reports
which will adversely affect a private
reputation unless the public interest
justifies it. At the same time, I shall fight
vigorously for public access to
information
5. I shall not let personal motives or
interests influence me in the
performance of my duties; nor shall I
accept or offer any present, gift or other
consideration of a nature which may
cast doubt on my professional integrity.
6. I shall not commit any act of
plagiarism
7. I shall not in any manner ridicule, cast
aspersion on, or degrade any person by
reason of sex, creed, religious belief,
political conviction, cultural and ethnic
origin.
8. I shall presume persons accused of
crime of being innocent until proven
otherwise. I shall exercise caution in
publishing names minors and women
involved in criminal cases so that they
may not unjustly lose their standing in
society.
9. I shall accept only such tasks as are
compatible with the integrity and
dignity of my profession, invoking the
‘conscience clause’ when duties
imposed on me conflict with the voice
of my conscience
10. I shall comport myself in public or
while performing my duties as journalist
in such manner as to maintain the
dignity of my profession. When in
doubt, decency should be my watch
word.
Conglomerate - is the combination of
two or more corporations engaged in
different industries.
- are typically multinational companies
Global media - the main players and
producers that currently dictate its
shape and direction are firmly rooted in
industrialized nations.
Cultural or media imperialism
- which is so-called for the way it
reenacts the old form of imperialism
where an empire subjugates, ransacks,
and destroys the culture of other
territories.
Indigenization - happens when culture
takes something from outside and
appropriates it within the local culture
ideas that do not accurately account for
the specificities of reality
- the term literally means “solid
impression” and had originally to do
with duplicating texts through the
printing press.

Hybridization - is when a local culture

mimics another usually dominating
culture, ending up with something
altogether new, not quite indigenous
and not quite the copied original.

Glocalization - is the creation of “global”

products and services that have “local”
appeal or basis, and vice versa.

Iraq War - is one of the most widely

covered wars in history of news

Public relations - is the management of

the kind and spread of information
about a particular individual, org. Or
institution
- Aim is to manage the public’s
perception of this individual, org, or
institution

“I don’t buy it” is an expression of

doubt, disbelief or rejection
- it means someone is telling you
something that you find incredible o
outrageous, as metaphor goes, you’ll
not believe it.

Advertising- in its most basic form,

informs the public that a certain
product or service exists or that an
important message needs to be
announced.

Stereotypes - are typically prejudiced

thoughts associated with people or