Media and Information Literacy

MEDIA: platform for communication

INFORMATION: data
TECHNOLOGY: application of science
LITERACY: being “educated”

COMMUNICATION
- The act or process of using word, sounds, signs, or
behaviors to express or exchange information or to
express your ideas, thoughts, feelings, etc., to
someone else (Merriam Webster)
- The exchange of information and the expression of
feeling that can result in understanding (Cambridge
Dictionary)
What is Media?
TWO BASIC TYPES:
1. Non Verbal Communication
- Signs, symbols, colors, gestures, body language,
facial expression
2. Verbal Communication
- Oral, written
BASIC ELEMENTS:
- Sender
- Receiver
- Message
- Channel
- Feedback

PROCESS OF COMMUNICATION
TRANSMISSION MODELS
EVOLUTION OF MEDIA
PROPONENTS TYPE OF
MEDIA
AD 100 Christians Codex/
Papyrus
Pages
15th Johann Gutenberg (1394- Paper
Century 1460)
MOVABLE TYPE MACHINE
The first book printed in the Philippines is
believed to be Doctrina Cristiana, a treatise
on the teachings of the Roman Catholic
Church, written by Fray Juan Plasensia, an
Augustinian priest
17th English People especially newspapers
Century merchants
McQuail and Turrow
RECEPTION MODEL In 1700, the idea of FREE PRESS,
independent from the control of the
government, emerged as a strong rhetoric
against authoritarian states.
Adversarial Press: press that had the ability
to conduct dialogue and even argue with
the government.
EXAMPLES OF EARLY NEWSPAPERS IN PH:
La Esperanza: first daily newspaper
Diario de Manila (1848)
Boletin Oficial de Filipjnas (1852)
La Solidaridaad: one of the most popular
Ang Kalayaan: KKK, official revolutionary
newspaper
18th George Eastman: invented FILM:
century film (Kodak company) Represented
Thomas Edison and William leisure, a
Dickson: turned the use of time distinct

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photographic film to from work 2. AUTHOR

movable material especially - Defines who created the content, individual
Louis and Augusto Lumiere: for the or group’s credentials/ expertise and
film projectors (PUBLIC working provides contact information
DEBUT in NYC: Rough Sea class 3. CURRENCY
Dover by Robert Paul) - Information is current and updated
1950s IBM, US Military, US Defense NEW MEDIA: frequently
Advanced Research IBM, - Do you know when the info was originally
Projects Agency (ARPA) ARPANET to published and is the date acceptable?
Internet, 4. FAIRNESS
World Wide - Content is balanced, presenting all sides of
Web an issue and multiple point of views
Stanford University TCP/IP - Is the objectivity of the source consistent
system with its purpose?
- Is the source free from advertising?
TYPES OF MEDIA 5. RELEVANCE
1. Print: Newspapers, Magazines, Journals, Books and - Content is relevant to your topic or research
other printed materials - Does the purpose of the source meet your
2. Broadcast: Network, TV, radio, film needs?
3. Internet: blogs, online journals, etc. - Who is the intended audience? Will
information directed to these audience
HOW DOES FEDERAL GOVERNMENT REGULATE THE meet your needs?
MEDIA?
Federal Communication Commission (created 1934)
Equal time rule: any broadcast station that give/sells time
to candidate must make equal time available to
opponent(s)
Fairness doctrine: broadcasters must give time to
opposing views and broadcast a program not slanted to
one side of a controversial issue

FUNCTIONS OF MEDIA
- Reporting the news
- Interpreting the news
- Influencing citizens’ opinions
- Setting the political agenda
- Gatekeeper function (channels the news flow
that reaches the public)

HOW DOES MEDIA INFLUENCE PUBLIC OPINION?

1. Agenda setting – telling citizens what to think MEDIA AND INFORMATION LANGUAGES
about
2. Priming – affect standards people use to CONSTRUCTION: the media employ more than words to
evaluate political figures or problems construct a more complex reality of society
3. Framing – what you emphasize or de-emphasize REPRESENTATION: construction in any media of certain
in a story aspects of reality and the constructive elements that make
up reality; is a way of presenting reality again
MEDIA INFORMATION SOURCES
MEDIA LANGUAGES: are codes, conventions, formats,
1. Indigenous
symbols, and narrative structures that indicate the
- Local knowledge – a knowledge that is
meaning of media messages to an audience
unique to a given culture or society
CODES: system of signs that when put together create
- Characteristics: oral communication, store
meaning
info in memories, info exchange is face to
CONVENTIONS: generally established and accepted
face, contained within the borders of the
ways of doing something
community
SEMIOTICS: Study of signs
2. Library
3. Internet
TYPES OF CODES:
1. Symbolic Codes
EVALUATING INFORMATION SOURCES
- show what is beneath the surface of
By Eastern Kentucky University Libraries based on the
what we see (objects, setting, body
works of Paul and Elder
language, etc) or iconic symbols that are
1. ACCURACY
easily understood
- Content is grammatically correct, verifiable,
2. Written Codes
and cited when necessary
- Use of language style and textual layout
- Does the tone and style imply accuracy?
(headlines, captions etc)
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3. Technical Codes Tilt (shot) The camera tilts up or

- Are ways in which equipment is used to down around a vertical
tell the story line
- This includes sound, camera angles, Tracking shot The camera follows along
types of shots and lighting as well as nest to or behind a
camera techniques, framing, depth of moving object or person
field, exposure, and juxtaposition Zoom The stationary camera
approaches the subject
THE GRAMMAR OF THE CAMERA by zooming in or farther
Extreme Long Shot Shoot or view of scenery away by zooming out
as far as the horizon
Long Shot A view of a setting from a
distance CONVENTIONS
Medium Long Shot Shows a group of people - Refers to a standard or norm that acts as a rule
in interaction with one governing behavior
another - Are generally accepted and established ways of
Full Shot A view of a figure’s entire doing something
body MESSAGE: the information sent to a receiver from a
Medium Shot, Mid shot, Subject down to her chest source
and medium close shot or waist AUDIENCE: the group of consumers for whom the media
Close up Full-screen shot of a message was constructed as well as anyone else who is
subject’s face exposed to the message
Extreme close up or detail A shot of hand, eye, or PRODUCERS: People engaged in the process of creating
shot object in detail and putting together media content to make a finished
POINT OF VIEW product
Establishing shot Often used in the STAKEHOLDERS: libraries, archives, museums, internet, and
beginning of a scene to other relevant information providers
indicate location, long
shot from a neutral
position
POV-shot From a perspective of a
character
Over-the shoulder shot Often used in dialogue
scenes, a frontal view of a
dialogue partner from the
perspective of someone
standing behind the side
of the other partner
Reaction shot Short shot of a person’s
response to action
Insert (shot) Detail shot which gives
visual info necessary to
understand the meaning
of a scene
Reverse-angle shot A shot from the opposite
perspective(e.g. after an
over the shoulder shot)
Hand-held camera The camera is not
mounted on a tripod
resulting to less stable
shots
CAMERA ANGLES
Aerial/High-Angle/ Long or extreme log shot
Overhead Shot of the ground from the air
High-angle Shot Shows people or objects
from above
Low-angle or Below shot Shows people or objects
from below
Eye-level Shot or Straight- View of a subject from the
on angle level of a person’s eyes
CAMERA MOVEMENT
Pan(ning shot) The camera pans from left
to right or vice versa
across the picture
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