Media and Information Literacy
UST Senior High School 1st Quarter
LESSON 1: Introduction to Media and
Information Literacy
•   Literate: a person who does not only read and
write but also understand lessons taught in the
classroom
•   Literacy: the ability to read and write and solve
problems
•   Media: different means of communication, such as
television, radio, newspapers, and magazines
•   Information: specific data acquired for a specific
purpose
•   Technology: from Greek words “techne” (art or
skill) and “tekhnologia” (systematic treatment). It is
the systematic application of art or skill for a
practical purpose.
Media Literacy:
•   the ability to access, analyze, evaluate and
create media
•   how individuals can use different types of media
to communicate information
•   Importance: ability to exercise critical thinking in
analyzing different forms of media
•   Importance: understand significant role of media
in society and how largely it influences its users
•   Importance: discerning what information is
factual, truthful and objective
Information Literacy:
•   a skill that allows a person to recognize when
information is needed and how he will be able to
access, locate, evaluate and use it effectively.
•   how individuals look for relevant information from
various media through the use of technology
•   Importance: distinguish relevant sources of
information
•   Importance: ability to organize and classify
different forms of media to secure relevant and
substantial information
•   Importance: develop effective research skills to
enrich knowledge and enhance comprehension
Technology Literacy:
•   ability to require relevant information and use
modern-day tools to get, manage, apply,
evaluate, create and communicate information.
•   how individuals utilize technology to
communicate and send information through
media
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•   Technology also uses scientific knowledge and
computer skills to develop machinery and
equipment
•   Associated with machines, equipment, device, or
inventions which show advancement in scientific
knowledge, engineering, and computer concepts
•   Importance: Provides convenience and efficiency
•   Communication, media and information
•   Oral communication to transmit information,
along with non-verbal cues like gestures or eye
contact (in case of language barriers)
•   Prehistory: Symbols and drawings
•   Ancient Rome - horseback riders delivered
messages
•   70s to 90s - inadequate modes of communication
(expensive phone calls, telegrams and mails
which take a long time to arrive)
•   Today: World Wide Web or the Web, email,
instant messaging system, social media
•   Relevance
•   Acquiring knowledge and processing information
•   Conducting thorough research
•   Well-rounded, productive and globally
competitive citizens
•   Creators of Media and Information
•   Writers and journalists - publishing, news
agencies, advertising field
•   Editors - checks for errors, gatekeeping of content
•   Directors - filmmakers, creators of shows or
programs in theaters and television channels
•   Performers - actors, singers, dancers and others
who perform in shows, movies and plays
•   Visual artists - painters, sculptors and others who
express ideas through art
•   Characteristics of a good media practitioner:
•   Truthfulness
•   Fairness and objectivity
•   Responsibility and integrity
•   Empathy and sympathy
•   Hardworking
•   Media habits, lifestyle and preferences
•   Habits and preferences vary depending on
individual communication needs and the existing
trends in media and technology in a given time
period
Lesson 2: Evolution of Traditional and New Media
•   Prehistoric age
•   4.5 million years - 30,000 years ago
•   Stone Age and Metal Age
   
 
 •   No system of writing
•   Prehistoric art as earliest form of traditional
media
•   Rock art: Petroglyphs (carved or engraved) and
pictographs (sketches or paintings depicting
way of life)
•   Megalithic art: arranging big rocks for a certain
purpose, e.g. Stonehenge (3000 to 2000 B.C.)
•   Oral tradition
•   Industrial age
•   Industrial city: where factories are located or
built
•   Began in Great Britain during the 18th Century
•   Technology: from hand tools to power-driven
machines (e.g. steam engine, power loom)
•   Faster and efficient production in factories, with
special equipment
•   Trade and selling goods increased
•   Mass production: manufacturing goods in large
quantities
•   Improved way of living as technology made life
easier (e.g. steamboats and steam locomotives
for faster transportation), but poor economic
conditions for the working class as business
owners focused on profit
•   Steam press: cheaper and faster production of
print materials like newspapers. Publishers
started printing articles for common public
interest
•   Telegraph: transmits messages from a distance
along a wire.
•   1837: electric telegraph invented by William
Cooke and Charles Wheatstone
•   1866: Telegraph cables across the Atlantic
•   Electronic age
•   electronic: objects with electronic components,
sensors and microchips
•   beginning of modernization through electronic
equipment
•   Information age
•   Computer Age or New Age
•   easy access to information through use of
technology
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•   People can access websites for information
•   Multimedia (text, images, videos, music)
•   New media platforms and gadgets with
multifunctional capabilities
•   Technology makes life functional and
comfortable, and offers endless possibilities
•   New and traditional media
•   Traditional media has wider reach and market
•   Choice depends on one’s needs, interests, and
lifestyle
Selected theories on media and information
•   Media Richness Theory: personal
communication methods such as video calls
and text messages are more effective, since
communication is directly sent to receiver.
(Proponents: Richard L. Draft and Robert H.
Lengel)
•   Information Processing Theory: humans
process information instead of merely
responding to stimuli.
•   Contingency Theory: the use of technology and
other variables can change the behavior and
structure of organizations in order to complete
tasks (based on Joan Woodward’s work in
1958)
•   Media Naturalness Theory: face-to-face
communication is the most natural
communication method and messages are
more clearly understood in person. The farther
the sender and receiver are from each other,
the harder it is to process information and
comprehend the message.
•   Media Synchronization Theory: it is better for
two communicating people to be present and
available in real time.
•   Conveyance: make something known to
another person.
•   Convergence: come together to set a
common interest, purpose, or goal.
•   Channel Expansion Theory: individuals choose
media for communication based on their
experience in handling that media alongside the
person he will talk with and the topic he will
discuss. (Proponents: John Carlson and Robert
Zmud, 1999)
   
 
 •   Other sources of information
Lesson 3: Information Literacy
•   Theses and dissertations: scholarly or
•   People who access information academic research. Theses are works of
•   Students: broaden knowledge undergraduate or master’s degree students.
•   Teachers: accurate and sufficient information Dissertations are works of doctoral students.
•   Scientists: research and experiments •   Interviews with resource persons
•   Doctors and Medical practitioners: patients’ •   Prepare questions ahead
health and lab tests •   Set appointment at interviewee’s
•   Lawyers: cases and evidence convenience
•   Journalists and reporters: coverage on issues •   Be punctual
•   Artists: depth and meaning of artworks •   Ask for consent before recording
•   Ask for parental consent for minors
•   Card catalog: contains information about the book •   Pay attention and listen carefully
or material you need from the library •  
Thank the interviewee
•   Author catalog: listed according to author’s •   Museums
surname
•   Primary sources: original materials produced
•   Title catalog: listed according to book or during a particular period in history.
material title
•   Secondary sources: documents made after
•   Subject catalog: list of materials under the an event has occurred.
same subject in alphabetical order
•   Internet
•   Online Public Access Catalog (OPAC): digitized •   Search engine: a program capable of
library database
searching documents in the web through
•   Dewey Decimal Classification: invented by Melvil keywords. (E.g. Google, Bing, Yahoo, Ask,
Dewey in 1876, classification of library books AOL)
according to subject. Used by libraries with
•   URL: uniform resource locator, the address
relatively small collections of books.
of a web page.
•   Library of Congress Classification: classifies •   Hashtags: label for content on social media
books using letters and numbers that are
sites like Twitter
correlated with subject, title and author
information. Each book has a unique call number.
•   Finding information in books
•   Sections of the Library •   Table of contents: displays the topic title with
corresponding page numbers
•   General reference section: contains general
reference books such as encyclopedias, •   Index: list of concepts or terms and the pages
dictionaries, thesauri and almanacs. where they appear in the book
•   Circulation section: textbooks, novels, •   Glossary: alphabetical list of concepts with
pocketbooks, fiction and non-fiction books corresponding meaning
which could be borrowed for home reading. •   Bibliography: list of references used by the
•   Periodical section: Newspapers, magazines, author
journals and other periodical publications are
here. •   Proper citation of information sources
•   American Psychological Association (APA):
•   Filipiniana section: materials written by Filipino social sciences such as psychology, sociology,
authors about the Philippines and published in
linguistics, economics and criminology.
the Philippines.
•   Chicago Manual of Style (CMS): used in
manuscripts for publication; includes grammar
usage and documentation. Two documentation

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 styles: Notes-Bibliography and Author-Date
Systems.
•   Modern Language Association (MLA): liberal arts
and humanities, such as English studies,
literature, comparative literature and literary
criticism.
•   Identifying relevant information
•   Printed materials: author’s profile and preface
•   Films: reviews, director and scriptwriter’s profile
•   Interviews: experts
•   Communicating information can be done through
talking and writing, as well as visually.
•   Ethical use of information
•   Citation: footnotes, endnotes and bibliography,
done to inform readers that certain ideas came
from another source.
•   Plagiarism: stealing the ideas of others, using
someone else’s work without attribution.
•   Copyright: protects the owner’s exclusive legal
rights for the use and distribution of his work;
can expire after owner’s death.
•   Philippines: National Book Development
Board or National Library to secure copyright
•   Intellectual Property: inventions, literary and
artistic works, designs and symbols, names
and images used in commerce.
•   Public domain: Once copyright expires, works
become part of public domain and can be used
for free without owner’s permission, but proper
attribution is still required.
•   Fair use: limitation and exception to exclusive
rights granted by copyright law. Content can be
used without permission or payment on certain
circumstances, such as criticism, news
reporting, teaching, and research.
Lesson 4: Types of Media
•   Print media: paper publications such as books,
newspapers, magazines and journals. Some now
have digital versions.
•   Book: fictional or nonfictional reading material.
Before: parchment sewn together; now: mass
production through printing press.
•   Almanac: detailed information, facts and
figures about a topic of interest.
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•   Dictionary: reference material to find word
definitions, etymology, and pronunciation.
•   Thesaurus: alphabetical list of words
containing meanings based on synonyms
and antonyms.
•   Atlas: collection of maps showing geographic
features, boundaries and statistics of areas.
•   Newspaper: daily or weekly, containing news
and other information on current issues,
editorials and opinion columns
•   Broadsheet: formal news and in-depth
analysis of issues
•   Tabloid: condensed news and entertainment
articles
•   Magazine: periodical released weekly, monthly
or quarterly with more attractive cover, design,
layout and better quality of paper than the
newspaper. Covers various topics depending
on the subject or area.
•   Journal: contains informative articles and
reports on specific topics such as medicine.
•   Newsletter: company-based or organizational
publications for special purposes.
•   Gazette: official publication of government
organizations.
•   Pamphlet: small booklet, leaflet or primer
containing detailed yet easy to understand text
with images.
•   Brochure: small book or magazine containing
pictures and information about productsw or
services.
•   Leaflet and flyer: printed sheets of paper
containing information about products for
advertising purposes.
•   Broadcast media: consists of programs produced
by TV networks and radio stations, containing
audio and video materials. Also includes Film.
•   Radio: invented in 1895 by Italian Guglielmo
Marconi, who transmitted Morse code through
radio waves with the instrument he made.
•   Transistor: controls flow of electricity in
radios and other types of broadcast media
•   DJs deliver news or play music through the
airwaves (3000 hertz to 300 gigahertz)
•   AM: amplitude modulation
•   FM: frequency modulation
   
 
 •   Television: electronic system capable of
sending images and sounds via wire or space.
Credited to Vladimir Kosma Zworykin (father of
modern TV) and Philo Taylor Farnsworth
(demonstration of TV signal transmission)
•   Film: offers a variety of themes and genres.
Also known as movies or motion pictures, these
are a series of still images captured on film and
projected on screen.
•   MTRCB: Movie and Television Review and
Classification Board (MTRCB), reviews and sets
ratings for television and film.
•   G: General patronage
•   PG: Parental guidance
•   SPG: Strict parental guidance
•   R: Restricted for certain ages
•   New media (Internet): provides easy access of
information; an electronic communications
network connecting computer users around the
world. The following are some of its features:
•   Web page: contains information on a person or
organization; some require signing up before
allowing access.
•   Hypertext: allows users to get information from
one document to another through clicking on
highlighted words.
•   Instant messaging: allows real-time interaction
online. E.g. Facebook Messenger and Google
Hangouts.
•   E-mail: send messages or information, even
with attachments through apps like Dropbox
and Google Drive.
•   Distance education: online classrooms, lessons
and courses. E.g. Coursera.org
•   E-book: digital or electronic version of a book.
E.g. Kindle format
•   Online shopping: provides choices to buyers at
the comfort of their homes. E.g. Amazon, Ebay
•   Media convergence: Interconnects information
with communication technologies, computer
networks and media content. Stable internet
connection is required.
•   Influence of Media in the World Wide Web
•   Viral or trending: popular content or message
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•   Meme: funny image, video or text that has been
shared, copied and tweaked by internet users.
Lesson 5: Media and information sources
•   Indigenous sources: exist naturally in a particular
region or environment. E.g. tribes with preserved
ethnic and cultural heritage
•   Oral tradition: form of narration where elders relay
or recount their culture to children.
•   Legend: fiction about the origin of something.
•   Folktale: narration about the characteristics of
the time and place where the story is told.
•   Epic: lengthy narration about the heroic
adventures of a main character who might
possess extraordinary powers.
•   Mythology: similar to legend and folktale but
focuses on creation.
•   Primary sources: artifacts, documents,
recordings, relics, and other sources produced
during a particular period in history.
•   Secondary sources: documents made after an
event has taken place; based on secondhand
accounts.
•   Museums: institutions in charge with
procurement, care, study and display of objects of
lasting interest or value. E.g. Mind Museum, Ayala
Museum, Louvre Museum
•   Blog: editorial column where the blogger
expresses opinions about certain issues.
•   Advantages of some forms of media
•   Print: comprehensive but easy to read,
accessible without electricity, new material is
always available, readily available at the library,
affordable and easy to carry.
•   Broadcast: versatile with both audio and visual
presentations, informative and entertaining,
interactive, gives audiences airtime for
opinions.
•   Internet: easy retrieval, readily available, free
access, always updated, allows global
connectivity and interaction
•   Email: sharing of information and files through
attachments, communicate with resource
person, local or abroad.
   
 
•   Disadvantages of some forms of media
•   Print: can be easily outdated, get burned or
wet, time consuming, restricted use in libraries.
•   Broadcast: can only be accessed through TV or
radio, cannot be accessed without electricity,
audiences have no control on content.
•   Internet: requires skills in information
technology, requires computers or devices with
internet access, some information might be
inaccurate.
•   Email: needs verification, delay in information,
can end up in spam or accidentally deleted.
Lesson 6: Media and information languages
•   Audience: a group of spectators in a public event.
In media, these are readers, TV viewers,
moviegoers, and internet users, among others.
•   Stakeholders: a group of people or organization
that has the same interest or concern with a
particular group. Audiences can be deemed part
of the stakeholders in media.
•   Producers of media: authors, journalists, editors,
directors, talents and performers, among others.
Guidelines for media producers
•   1947 Hutchins Commission: upon request of Time
and Life magazine publisher Henry Luce, this was
formed in response to public criticism over media
ownership. Also known as the Commission on the
Freedom of the Press, it recommended a set of
guidelines for journalists and broadcasters:
•   They have an obligation to society to use
freedom of expression responsibly. They should
not abuse it or use it for exploitation or self-
interest.
•   They should prioritize welfare of society over
their careers.
•   They should present news that is accurate,
objective, and meaningful.
•   They should express unbiased points of view,
comments and criticisms.
•   They should represent marginalized people.
Codes of ethics: a guide for professionals on how
they should properly conduct their work.
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•   Codes: a set of standards, principles and
policies that practitioners of a particular sector
should observe.
•   Ethics: a set of values observed by an individual
based on grounded principles.
SPJ Code of Ethics: members of the Society of
Professional Journalists believe that justice and
democracy are important for the public’s
enlightenment. To fulfill this, practitioners must
practice ethical journalism: ensures delivery of
information that is accurate, fair and thorough. This
code includes:
•   Seek truth and report it: journalists should be
fair, honest and courageous in gathering,
reporting and interpreting information.
•   Minimize harm: Ethical journalists treat sources,
subjects and colleagues as human beings
deserving of respect.
•   Act independently: journalists should be free of
obligation to any interest other than the public’s
right to know.
•   Be accountable and transparent: journalists are
accountable to their readers, listeners, viewers
and each other.
•   Guidelines are important because they remind
practitioners of their responsibilities.
•   Media is a powerful tool for communication which
can be subject to misuse. Codes and guidelines
serve as vanguards to protect stakeholders from
abuse.
Media Legislation and regulation
•   Article III of the 1987 Constitution - Bill of
Rights: Any person or group that violates these
rights are subject to legal sanctions.
•   Some laws require just payment for use of
media platforms and proper acknowledgment
of ownership.
•   Penalties and fines for abuse and misuse of
media and information
•   Evaluation of messages based on codes and
conventions
•   Codes create systems wherein media
providers and producers offer sensible and
meaningful platforms.
•   Conventions serve as venues to discuss how
to improve their craft. It is also a place where
government and other agencies can address
   
 
 problems or issues to meet the needs of citation should be done and paraphrasing
audiences and stakeholders. original text properly.

•   Effects of media to audiences and stakeholders

•   MTRCB to screen and evaluate messages from
TV programs and films.
•   Psychologists claim that media can influence a
child’s behavior in various ways, such as
violence and aggression.

Lesson 7: Legal, ethical and social issues in

media and information

•   Fair use: copying copyrighted material without

needing permission from copyright owner.
Applicable only in certain circumstances, such as:
•   Using it for review, commentary, critic or
parody.
•   Citing lines from a famous song as introduction
to a book review
•   Material will be used for non-profit educational
purpose
•   Material has been completely transformed from
original
•   Material was used for different purpose and
audience.
•   Note that source material should still be
properly cited in the endnotes or bibliography.
•   Parody: work which ridicules another in a funny,
inoffensive, non-derogatory manner.

•   Intellectual property: the output of a person’s

intellectual pursuit, such as literary and artistic
works, inventions, logos, symbols and signs,
names and images used for commercial purpose
or advertisements. Includes copyright, patents
and trademarks.
•   Copyright covers print materials and artworks,
among others.
•   Some authors allow free use of their work
provided that they are properly cited or
credited. Others require honorarium or
royalties.
•   Persons who want to use the work of an
author should ask for copyright permission.
•   Plagiarism: can also be construed as a form of
fraud aside from stealing. To avoid this, proper

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