MEDIA AND

INFORMATION
LITERACY
1.INTRO TO
MEDIA AND
INFORMATION
LITERACY
2. EVOLUTION
OF
TRADITIONAL
TO NEW MEDIA
3.
INFORMATION
LITERACY
4. TYPES OF
MEDIA
5.MEDIA AND
INFORMATION
SOURCES
7.LEGAL,
ETHICAL, AND
SOCIETAL ISSUES
IN MEDIA AND
INFORMATION
8.
OPPORTUNITIES,
CHALLENGES, AND
POWER OF MEDIA
AND INFORMATION
9.CURRENT AND
FUTURE TRENDS
OF MEDIA AND
INFORMATION
10.MEDIA AND
INFORMATION
LITERATE AND
INDIVIDUAL
11.
PEOPLE
AND MEDIA
12.TEXT
INFORMATION
13.VISUAL
INFORMATION
AND MEDIA
14.AUDIO
INFORMATION
AND MEDIA
15.MOTION
INFORMATION
AND MEDIA
17.
MULTIMEDIA
INFORMATION
AND MEDIA
How are these
words
associated with
each other.
Communication
Media
Information
Technology
Literacy
It
may also be
thought to
originate from
another Latin
word “communis”
whichmeans
“working
together”.
The
Communication
Process through
Models
Themost popular
among these is
Harold Laswell’s
representation of
communication as
anattempt to answer
the question “ Who
says what to whom,
through what
medium, and with
what effect.
Wh Wh Thro and
To
o ugh with
at wh wha
say what
ME medi om t
s
SS um REC resu
SE CHA lt
AG EIV
ND NNE EFFE
E ER CT
ER L
SENDER
MESSAGE
CHANNEL
RECEIVER
EFFECT
 The model is relatively
straightforward and tells you that
communication originates from
someone and their message flows
through a channel, either through
sound waves or light waves, and
that someone on the other
receives the message with
corresponding effect.
 Onesuch revision is a model
by Claude Shannon and warren
Weaver which incorporates the
concept of noise that refers to
anything that interferes with
the message. The model is
more mechanical look at
communication.
 Signal Receiv
ed
Informatio Trans Recei Dest
nSource mitter ver atio

Mess Mess
age age

Noise
source
 Theyargued that instead of
a having a sender merely
relaying messages, you
have a communicator who
relays his or her account of
a selection of events or
views/voices in society.
 Westleyand Maclean , Jr.
also said that
communication is “ guided
by interests and demands
of an audience that is
known only by its selections
and responses to what is
offered (McQuail, 2005). ”
Westley
and
Maclean Model
of
Communication
Event

Adv Cha Aud

Event oca nne ienc
te l e

Event

Eve
Event nt
George
Gerbner
Model
Amore sophisticated
transmission model was provided
by George Gerbner where “
someone perceives an event and
reacts in a situation through some
means to make available materials
in some form context conveying
content of someconsequence
(McQuail, 1985)”.
 Thisis an alternative way of
looking at how
communication works.In
the expressive model,
communication happens
due to the need to share
understanding and
emotions.
Thismodel explains
that communication
involves audiences as
“ spectators” rather
than participants or
information receivers.
Attentionis important
because it is a
measure of how
successful the
communication has
transpired.
 Inthis model. You come to
understand communication
as an open process, which
means that messages sent
and received are open to
various interpretations
based on context and the
culture of the receiver.
Inother words the
various meanings
to a single
statement that is
communicated.
Acommunicator who
produces and sends the
message is called an “
encoder” and the one
who receives and
interprets is the “
decoder “”
Message

Decoder
Interpreter
Encoder
Message
 Anotherreception model is
the one by David Berlo that
accounted for factors that
affect how communicarors
are influenced when they
send and receive a message.
Communication
skills such as
reading, writing,
speaking, listening,
and watching
Knowledge
about a subject
or topic
Attitude
toward the
topic and the
audience
Social
and cultural
aspects that influence
the content of the
message and the
manner by which it is
sent.
 S M C R
(Source (Messa ( (Receiv
) ge) Channel er)
)
Communicat Element Seeing Communicat
ion Skill ion Skill
Knowledge Structure Hearing Knowledge
Attitude Content Touching Attitude
Sociocultura Treatment Smelling Sociocultura
l System Code Tasting l
System
 Thereception model show
that it is not just about
saying the message but
also considering how the
message may be received
because of factors that
may influence reception.
LET’S
EXPLORE
1.How do media
affect the way
people
communicate
ideas ?
2.What forms
of media can we
use to access
information ?
3. How can a
student like you
become a media
literate individual
?
4.Why should people
involved in the
production of different
forms of media need
to be accountable for
their actions ?
IA EE TT LR
What does literate
mean ?
What do we expect
from a person who
is literate ?
Refersto a person
who does not only
read and write but
also understand and
solve problems.
LITERATE
1. Processes
information and
learning in a
similar manner.
2. Applies
learning
strategies.
3.Communic
ate clearly.
4. The means of
discovering
information is
well understood.
With or without
modern technology,
people
communicate
orally.
Apartfrom oral
communication,
people also exchange
messages or
information through
writing.
When the system of
writing and alphabet was
not yet invented,
thoughts and ideas
werew expressed
through symbols and
drawings.
Using the best form of
technology possible,
such as computers and
tablets, it is now easier
to discover many things
because information is
readily available on the
WorldWide
Web or simply
web.
The web allows users
across the globe to
navigate different
websites and access
information using the
Internet.
Isthe ability to
access, analyze,
evaluate, and
create media.
Media
Television
Radio
Newspapers
Magazines
Internet
1. Ability to
exercise critical
thinking when
analyzing different
forms of media
2. Through critical
thinking one is able to
analyze and evaluate
the logical connection
between ideas.
3. Effective and
engaging way for
students to apply
critical thinking skills
to a wide range of
issues.
4. Able to understand
the significant role of
the media in our
society and how it
influences its users.
5. If a person has a skill
in media literacy , he will
be able to discern what
information is factual,
truthful, and objective
through critical thinking.
6. Enables a person to
become competent in
processing and
assessing the form of
media one uses.
7. Able to think
independently and
makes his own
opinion instead of
relying on what media
dictates.
8. Can help you to
become well informed
using the different
forms of mass media
simulteneously.
9. A media literate
person can retrieve
information for a report,
download a related video
for the report and use it
alongside his PowerPoint
presentation.
10. It allows us to
develop an
intellectual in an
artistic sense on
how to create
Useful and
effective forms
of media by
themselves.
Information
Literacy
INFORMA
TION
Information
pertains to a
specific data
acquired for a
specific purpose.
Is the skill that allows a
person to recognize
when information is
needed and how he will
able to access, locate,
evaluate, and use it
effectively.
1. It distinguish
the sources of
information which
are relevant.
2. Allows an
individual to
discover where to
get the
information.
3. An individual will be
able to organize and
classify the different
forms of media which
can be used to secure
relevant and substantial
information.
4. Can aid students in
developing effective
research skills essential
in enriching their
knowledge and
enhancing their
comprehension.
5. Important in
all disciplines
and levels of
education.