Introduction To Media & Information Literacy

Humans are Social beings. Despite the few occasion of solitude, chatting with friends
either face-to-face, through a telephone, or online seems to be a more likable situation to be in.
People value the simplest opportunities to communicate not just with themselves, but most
especially with other people.

Media and Information Literacy

MIL stands for media and information literacy, and refers to the essential competencies
and skills that allow citizens to engage with media and other information providers effectively
and develop critical thinking and life-long learning skills to socialize and become active citizens.
(UNESCO MIL Curriculum for Teachers)
Media Literacy
Another understanding of the term is the ability to decode, analyze, evaluate and produce
communication in a variety of forms.
This involves understanding and using mass media in either an assertive or nonassertive
way, including an informed and critical understanding of media, what techniques they employ
and their effects. The ability to read ,analyze, evaluate and produce communication in a variety
of media forms e.g. television, print, radio, computers, etc. (UNESCO MIL Curriculum for
Teachers)

Information Literacy
Refers to the abilities to recognize when information is needed and to locate, evaluate,
effectively use, and communicate information in its various formats. (UNESCO MIL Curriculum
for Teachers)
Refers to the ability to recognize when information is needed and to locate, evaluate,
effectively use and communicate information in its various formats.

Technology (Digital) Literacy

The ability to use digital technology, communication tools or networks to locate,
evaluate, use and create information. It also refers to the ability to understand and use
information in multiple formats from a wide range of sources when it is presented via computers
and to a person’s ability to perform tasks effectively in a digital environment. Digital literacy
includes the ability to read and interpret media, to reproduce data and images through digital
manipulation, and to evaluate and apply new knowledge gained from digital environments.
(University of Illinois)

Refers to the ability to use digital technology, communication tools or networks to locate,
evaluate, use and create information.

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MEDIA
Media and Information: The Means & the Ends in Communication

“ Media & Information”

- They are so intertwined that information is one of the reasons why communication is
done in the first place; and this information can be shared through media.

Mediate – Media – Medium

• Mediate - Base word of this term is Media

• Media - Defined in several ways by different sources

Medium - Plural form of media

Categories of Media

Category Examples
Modality- Nature of message Text, audio, video, graphics and animation
Format- way the data is arranged Dialog or analogue
Way of Transmitting Electromagnetic or radio waves or light waves

Mass Media form TV, Radio, Print, Internet, Telephone, or Mobile

• Media Modality – refers to the nature of message, whether it is relayed using text, audio,
video, graphics, animation, or a combination of any of these things.

• Media Format- Way the data is arranged

• Mass Media Form- refers to the particular media technology to which the message is
transmitted.

• Information- conduit for transmitting something

• World Wide Web- one of the more convenient sources of information nowadays.

The UNESCO Media and Information Literacy

- Curriculum for teachers regard information as “broad term that can cover data,
knowledge derived from study, experience, or instruction, signals or symbols.”

- When you use media, information is referred to as the “ knowledge of specific events or
situation that has been gathered or received communication, intelligence or news reports.

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What it takes to be Media & Information Literate?

• Two factors that can influence you to become a media & information literate individual.

1. Clarifying your goals and motivations for seeking information

2. Acquiring more skills in discerning, appreciating and filtering information.

Table of Media Literacy

- It shows the typology of Media Literacy provided by Potter (2011) which can help you assess
the stage you are in as a media and Information literate individual.

Critical Thinking:
As important component of MIL

As producers and consumers of information, you must display the ability to evaluate the
kind of information you access & share. The ability is known as critical thinking. Being critical
means being capable of judging the merit of something based on certain standards or parameters.

According to Media scholar Art Silver blat, there are eight fundamental elements of media
Literacy

1. A Critical thinking skill enabling audience members to develop independent judgments

about Media content.

2. An understanding of the process of mass communication.

3. An Awareness of the impact of Media on the individual & society.

4. Strategies for analyzing & discussing media messages.

5. An understanding of Media content as a text that provides insight into our culture & our
lives.

6. The ability to enjoy, understands, and appreciates media content.

7. Development of effective and responsible production skills.

8. An understanding of the ethical and moral obligations of Media practitioners.

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INFORMATION LITERACY

• Information literacy is an important skill in life.

• An individual who is literate in the location, access, evaluation, and use of information also
displays a certain sense of critical literacy.

• When you are information literate, you are able to evaluate what information you need, what
to discard, and how to use information you selected.

• As a student, you unknowingly and unwittingly display information literacy when you
search for information to address certain task such as projects, assignments, or research
papers.

• Information takes many forms. it is often interchanged with data which is essentially “raw
information” and knowledge is a characterized by effective use of information.

What determines your need for information?

Information seeking is relatively synonymous to the idea of research. When you locate
information, you employ the necessary skills to engage in the research process. Your need for
information depends on your prior knowledge and experience, as well as your goals and
objectives. Your information needs to rely on what questions or problems you would like to
solve or, simply, what you need the information for.

… These needs also depend on the relevance of the information you seek to the task you are
supposed to accomplish. Ask yourself who will consume and/ or benefit from the information
you are trying to locate. You must also identify how much information you need and its
adequacy to address your task. Consult your personal knowledge base so that you can plan what
else to search to augment what you already know.

Effective and Efficient Information Seeker.

A successful search strategy is one that allows you to judge at the onset what information
is relevant, thus, limiting the possible overload information sought. It also involves an
understanding of information search systems such as indexes, online catalogs, or Boolean logic.
When you are able to judge the “potential value of information”, you will be able to maximize its
use.

According to callison (2006), an effective and efficient information seeker is one who can do the
following:

• Understands how to utilize a variety of information sources and agencies, as well as

human resources, in order to gain useful information

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 • Understands the value of consulting with resource specialists and critical peers to reframe
and refine questions and inquiries, if necessary

• Identifies information important to a need and assesses its reliability, bias, authority, and
intent

• Organizes new information in meaningful ways to determine where gaps may exist and to
formulate the central question or thesis that can be addressed. (Doyle, 1994)

• Aside from being information literate, you are also expected to display information
fluency which refers to “the ability to analyze information needs and to move confidently
among media, information, and computer literacy skills, resulting in the effective
application of strategy or strategies that will best meet those needs” (Callison & Tilley,
2006)

Typology of Information

According to www.lib.odu.edu , the kind of information you are looking for may be categorized
as the following

• Factual vs. Analytical

Factual Information is based on evidences and findings provided by reliable sources such as,
books, encyclopedias, periodicals or technical reports by agencies and institutions. While
Analytical Information, is an analysis or interpretation of facts by an individual, usually an
expert on the subject. Examples of analytical information are: feature articles, commentaries
or reviews.

• Subjective vs. Objective

• Subjective is the information that is about the discussion and elaboration of thesis
statement which is still anchored on facts.

• Objective is the information that is unbiased and does not lead you to judge the
information in a certain way.

• Current vs. Historical

• Current is the currency of information that refers to how up to date or how recent
the information is. It doesn’t necessarily follow that the more current the
information, the more the reliable and useful it is. On the other hand,

• Historical is an old information but very helpful in providing insights and

comparison of events. Note: publication date of the source material is the used
basis for currency.

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 • Scholarly (Academic/Professional/Technical) vs. Popular

• Scholarly information comes from academic resources. It is a product of an

Author’s expertise and study on the subject matter.

• Popular Information appeals to general interests and usually found in general

circulation materials. Examples: magazines, coffee table books, or online feature
articles.

Scholarly resources vs. popular resources

SCHOLARLY RESOURCE POPULAR RESOURCES

Authors written or reviewed by experts in the written by the publication’s
discipline staff writers
Audience written for researchers or practitioners in a written for the general public
particular discipline or lay person
Publisher professional society or organization or commercial publisher
university
Content in-depth analysis of topic or report of original review of an event or research
resource project, highlighting key
points

Language use technical language which may not be understandable by a lay person
understood by a layperson
Appearance illustrations include graphs and table often use slick paper and more
articles are usually long color
many advertisements and
graphics
articles are usually short

References almost always include list of sources rarely include a list of sources
consulted consulted

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Primary vs. Secondary vs. Tertiary

The origin and the levels of transfer of the information is also an important factor to
consider in your information search. a description of and examples for primary, secondary and
tertiary information is shown in the table.

INFORMATION CHARACTERISTIC EXAMPLE

SOURCE
Primary original, first-hand information creative work, diary, speech,
hasn’t been interpreted, letter, interview, news film
analyzed, condensed, or charge footage, autobiography,
information may need to be photography, official record,
constructed with raw data historical document, email
written by a researcher to a
colleague which includes data
from an experiment, professor’s
lecture, tweet or other dispatch
via social media outlet
one or more steps removed from
a primary source and may new commentaries, articles in
interpret or analyze a primary magazines and newspapers,
Secondary source critical review of a literary
usually written by someone scholar, textbooks,
other than the original encyclopaedias, research papers
researcher or author
topic review; and usually bibliography (citation list) of
include bibliographies of primary and secondary sources
Tertiary primary and secondary sources about a person or topic,
provide access to materials on a encyclopaedias, data bases and
specific topics indexes

Stable vs. Unstable

• Information may be stable or unstable. Stability becomes a consideration
especially when the information you have obtained is published digitally over the
internet. It’s difficult to know how long a certain website or page will last.

Information seeking, like any other human activity, expects that a certain level of ethical
conduct be upheld. the online dictionary for library and information science defined information
ethics as “the branch of ethics that focuses on the relationship between the creation, organization,
dissemination and use of information, and the ethical standards and moral codes governing
human conduct in a society.” responsible handling of information from access down to sharing is
necessary to promote a fair and just utilization of information.

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What is the main medium use in surviving everyday life? Communication.

What is Communication?

Communication is a natural and inescapable fact of life. Every individual is born with it. This
is precisely the reason why you are taught to learn how to speak, read, write or use
communications gadgets at an early age.

Communication is from the Latin term Communicare, which means “to share” or to “to
divide out”. It may also be thought to originate from another Latin word Communis, which
roughly means working together.

One of these everyday activities that is intertwined with all human life so completely that we
sometimes overlook its pervasiveness and complexity.= Little john and Foss (2008)

As explained by Bulan and De Leon (2002) in their book Practical Speech Fundamentals.
Essentially, what they tell you is that communication functions in more ways than you can
imagines.

The Types of Communication

A. According to channels used:

1. Verbal Communication

Verbal Communication refers to the form of communication in which message is

transmitted verbally; communication is done by word of mouth and a piece of writing. When we
talk to others, we assume that the others understand what we are saying because we know what
we are saying. But this is not the case. Usually, a person brings their own attitude, perception,
emotions and thoughts about the topic and hence creates a barrier in delivering the right
meaning. This is further explained by Herbert Blumer’s third premise of Symbolic
Interactionism. According to him, an individual’s interpretation of symbols is modified by his or
her own thought processes. This is why it is important for the sender of the information to put
him or herself into the shoes of the receiver.

Verbal communication can be subdivided into two, oral communication and written
communication.

1.1 Oral Communication- In oral communication, Spoken words are used. It includes face-to-
face conversations, speech, telephonic conversation, video, radio, television, voice-over The
Internet. In oral communication, communication influence by pitch, volume, speed and clarity of
speaking.

1.2 Written Communication- In written communication, written signs or symbols are used to
communicate. A written message may be printed or handwritten. In written communication

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message can be transmitted via email, letter, report, memo etc. The message in written
communication, is influenced by the vocabulary and grammar used, writing style, precision and
clarity of the language used.

Written Communication is most common form of communication being used in business. So, it
is considered core among business skills.

• Memos, reports, bulletins, job descriptions, employee manuals, and electronic mail are
the types of written communication used for internal communication. For communicating
with the external environment in writing, electronic mail, Internet Web sites, letters,
proposals, telegrams, faxes, postcards, contracts, advertisements, brochures, and news
releases are used.

2. Non-verbal Communication

Nonverbal communication is the sending or receiving of wordless messages. We can say

that communication other than oral and written, such as gesture, body language, posture, the tone
of voice or facial expressions, is called nonverbal communication. Nonverbal communication is
all about the body language of the speaker. Nonverbal communication helps receiver in
interpreting the message received. Often, nonverbal signals reflect the situation more accurately
than verbal messages. Sometimes nonverbal responses contradict verbal communication and
hence affect the effectiveness of the message.

Nonverbal Communication has the following three elements:

2.1 Appearance- One’s appearance in nonverbal communication plays a significant role in

conveying the message. When someone speaks, the way he or she looks can determine how
message will be received. For example, job interviews require interviewees to wear corporate
clothes. Even though your appearance may not be necessary to determine whether or not you are
fit for a post, the interviewer can perceive the way you look as a sign of professionalism or lack
thereof.

Even the surroundings where communication takes place can affect the process. It can set
the tone and mood in conversations. This is why films spend a considerable amount of time,
effort and money in locations and settings. By manipulating the area where a scene will happen,
they can affect the emotions of the viewers as they watch. Take dates in romantic comedies for
example. Usually, when the guy takes the girl out to dinner, it will happen in a rustic restaurant,
adorned in French décor, with a flattering low lighting. After all, this is much more romantic to
many than a date in a fast food chain.

2.2 Body Language- Words are primarily the means we use in communication. By using a
common language between two conversing parties, a message can easily be sent and received.
However, in face-to-face conversations, words are hardly the only thing that receiver process.
They also take our body language into account. The way one acts as he or she speaks, whether

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he’s fidgeting or standing stolidly, the receiver adds in that in the block of information to
process. Fidgeting may be taken as sign of nervousness or anxiety, and affect the meaning of the
words that are verbally expressed.

2.3 Sounds- In communication, it is often the way words are said, not the actual words
themselves that can determine the success of conversation. Tone, pace, and volume are
considered in understanding the true meaning of what someone is saying. For instance, a raised
voice can be taken as a sign of anger, a hurried pace can mean annoyance, and a condescending
tone is often understood as sarcasm.

B. Types of Communication Based on Purpose and Style

Communication is used for many things. It is means to express, inform, entertain, and
interact. The communication is done can also vary depending on the message to be delivered, the
audience that it will be delivered to, and purpose why it is being delivered. There are two types
of communication depending on style and purpose, formal and non-formal.

1. Formal Communication

Formal communication mostly takes place professional settings. This is the type of
communication practiced in corporate meetings, conferences, academic seminars, political
sessions, and juridical proceedings. Its primary purpose is information dissemination to
concerning parties that are involved in certain types of official businesses.

This type of communication abides by a set of pre-determined guidelines in delivering a

message. Due to its formal nature, there is a great emphasis on observing proper grammar and
correct pronunciation. Accuracy and strict obedience to traditional rules are encouraged. Slang
and foul language are strongly discouraged. Remember the roughness does not earn you points in
formal communication.

2. Informal Communication

Informal communication is the most commonly used form of communication. It takes

place in our daily interaction with one another. It happens in ordinary settings between friends,
family, classmates, and practically anyone who wishes to speak with another. Simply put,
informal communication in casual talk.

This type of communication can be used for all purposes. It is not as restricted as its
counterpart, though it does not require to anyone to be accurate in form, structure, and even
content. Colloquial speech offensive languages are acceptable. As long as you get your messages
across, informal communication does not place great emphasis in the way it is delivered.

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The Communication Process through Models:

Scholar Denis Mc Quail (2005) in his book Mc Quail’s Mass Communication Theory:

1. Transmission Model

- describes communication as a one-way, linear process in which sender encodes a message and
transmits it through a channel to a receiver who decodes it.

Harold Lasswell’s Communication Model

Representation of communication as an attempt to answer the questions

“Who says, what to whom, through what medium & with what effect?”

- Decribes who is saying something, which channel is used to convey the

messages, who the message is aimed at and what effect the message has.

Shannon & Weavers Communication Model:

- This Model is a more mechanical look at communication.

- Has been called the “mother of all models”.

Con
cepts in Shannon Weaver Model

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Sender (Information source)- sender is the person who makes the message, chooses the
channel and sends the message.

Encoder (Transmitter)- encoder is the sender who uses machine, which converts message into
signals or binary data. It might also directly refer to the machine.

Channel- is the medium used to send message.

Decoder (Receiver)- decoder is the machine used to convert signals or binary data into message
or the receiver who translates the message from signals.

Receiver (Destination)- receiver is the person who gets the message or the place where the
message must reach. The receiver provides feedback according to the message.

Noise- is the physical disturbances like environment; people etc. which does not let the message
get the receiver as what is sent.

Westley & Maclean Model of Communication.

- This model can be seen two contexts, interpersonal and mass

communication. And the point of difference between
interpersonal and mass communication is the feedback. In
interpersonal, the feedback is direct and fast. In the mass, the
feedback is indirect and slow.

2. Ritual or
Expressive
Model:

- It is done to build social relationships.

- This is an alternative way of

looking at how communication works.

- Communication happens due to the need to share understanding & emotions.

3. Publicity Model:

- This model explains that communication involves audiences as “specters rather than
participants or information receives (Mc Quail 2005) “

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 - Attention is important because it is a measure of how successful the communication has
transpired.

4. Reception Model:

- In this 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 & the culture of
the receiver.

• Encoder - Communicator who produces and send the messages.

• Decoder - One who receives & interprets is the decoder

Schramms Model

- Views communication as a process that takes place between a sender

(transmitter) and a receiver: there will be also a message, and a medium
through which the message can be transmitted (Schramms, 1948)

Figure of Schramm’s Model

Decoder
Messages Interpreter
Encoder

Encoder
Interpreter Messages
Decoder

-Berlo’s SMCR Model

- represents the process of communication in its simplest form. The acronym

SMCR stands for Sender, Message, Channel and Receiver.

*Models
Help you understand how things are because of how they illustrate
relationships of components.

* Inform - one of the functions of communication.

Activity 1

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I. Direction: Identify the following.

1. Came from the Latin term Communicare, which means “to share” or to “to divide out”.

2. Sender who uses machine, which converts message into signals or binary data. It might
also directly refer to the machine
3. Communicator who produces and send the messages.
4. It is the physical disturbances.
5. It is done to build social relationships

6. It is done to build social relationships.

7. This is the type of communication practiced in corporate meetings, conferences, etc.

8. Has been called the “mother of all models”.

9. Describes who is saying something, which channel is used to convey the messages,
who the message is aimed at and what effect the message has.

10. Refers to the form of communication in which message is transmitted verbally.

11. Sending or receiving of wordless messages.

12. The person who makes the message.

13. Spoken words are used.

14. It is a natural and inescapable fact of life.

15. It happens in ordinary settings between friends, family, classmates, and practically
anyone who wishes to speak with another.

II. Explain.

“No Man is an Island” What does this saying really mean to you?

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THE EVOLUTION OF TRADITIONAL TO NEW MEDIA

Pre-Industrial Age (Before 1700s)

Pre-industrial society refers to social attributes and forms of political and cultural
organization that were prevalent before the advent of the Industrial Revolution, which occurred
from 1750 to 1850. Pre-industrial is a time before there were machines and tools to help perform
tasks en masse. Pre-industrial civilization dates back to centuries ago, but the main era known as
the Pre-Industrial Society occurred right before the industrial society. Pre-Industrial societies
vary from region to region depending on the culture of a given area or history of social and
political life. Europe is known for its feudal system and medieval era.

People discovered fire, developed paper from plants, and forged weapons abd tools with
stone, bronze, copper and iron.

Example:

1. Cave paintings (also known as “parietal art“) are painted drawings on cave walls or ceilings,
mainly of prehistoric origin, dated to some 40,000 years ago (around 38,000 BCE) in Eurasia.
The exact purpose of the Paleolithic cave paintings is not known. Evidence suggests that they
were not merely decorations of living areas since the caves in which they have been found do not
have signs of ongoing habitation. They are also often located in areas of caves that are not easily
accessible. Some theories hold that cave paintings may have been a way of communicating with
others, while other theories ascribe a religious or ceremonial purpose to them. The paintings are
remarkably similar around the world, with animals being common subjects that give the most
impressive images. Humans mainly appear as images of hands, mostly hand stencils mad by
blowing pigment on a hand held to the wall.

2. Clay Tablets in Mesopotamia (2400 BC)

Cuneiform characters were imprinted on a wet clay tablet with a stylus often made of
reed (reed pen). Once written upon, many tablets were dried in the sun or air, remaining fragile.
Later, these unfired clay tablets could be soaked in water and recycled into new clean tablets.
Other tablets, once written, were fired in hot kilns (or inadvertently, when buildings were burnt
down by accident or during conflict) making them hard and durable. Collections of these clay
documents made up the very first archives. They were at the root of first libraries. Tens of
thousands of written tablets, including many fragments, have been found in the Middle East

3. Papyrus in Egypt (2500 BC)

Papyrus is a material similar to thick paper that was used in ancient times as writing
surface. It was made from the pith of the papyrus plant, Cyperus papyrus, a wetland sedge.[1]
Papyrus (plural: papyri) can also refer to a document written on sheets of such material, joined
together side by side and rolled up into a scroll, an early form of a book.

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4. Acta Diurna in Rome (130 BC)

The first form of Acta appeared around 131 BC during the Roman Republic. Their
original content included results of legal proceedings and outcomes of trials. Later the content
was expanded to public notices and announcements and other noteworthy information such as
prominent births, marriages and deaths. After a couple of days the notices were taken down and
archived (though no intact copy has survived to the present day). Sometimes scribes made copies
of the Acta and sent them to governors for information. Later emperors used them to announce
royal or senatorial decrees and events of the court. Other forms of Acta were legal, municipal
and military notices. The Acta, originally kept secret, until then-consul Julius Caesar made them
public in 59 BC. Later rulers, however, often censored them. Publication of the Acta Diurna
stopped when the seat of the emperor was moved to Constantinople.

5. Dibao in china (2nd century)

Dibao literally “reports from the residences”, were a type of publications issued by
central and local governments in imperial China. While closest in form and function to gazettes
in the Western world, they have also been called “palace reports” or “imperial bulletins”.
Different sources place their first publication as early as the Han Dynasty (206 BC–220 AD) or
as late as the Tang Dynasty (June 18, 618–June 4, 907). They contained official announcements
and news, and were intended to be seen only by bureaucrats (and a given Dibao might only be
intended for a certain subset of bureaucrats). Selected items from a gazette might then be
conveyed to local citizenry by word of mouth and/or posted announcements. Frequency of
publication varied widely over time and place. Before the invention of moveable type printing
they were hand-written or printed with engraved wooden blocks. The introduction of European-
style Chinese language newspapers, along with the growing intersection of Chinese and global
affairs generally, applied pressure for the Dibao to adapt, and circulation of the Beijing Gazette
was in the tens of thousands by the time publication ceased altogether with the fall of the Qing
Dynasty in 1911.The gazettes from Beijing at this time were known as Jingbao, literally “reports
from the capital.

6. Codex in the Mayan region (5th century)

Maya codices (singular codex) are folding books written by the pre-Columbian Maya
civilization in Maya hieroglyphic script on Mesoamerican bark cloth. The folding books are the
products of professional scribes working under the patronage of deities such as the Tonsured
Maize God and the Howler Monkey Gods. Most of the codices were destroyed by conquistadors
and Catholic priests in the 16th century. The codices have been named for the cities where they
eventually settled. The Dresden codex is generally considered the most important of the few that
survive.

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7. Printing press using wood blocks (220 AD)

Woodblock printing is a technique for printing text, images or patterns used widely
throughout East Asia and originating in China in antiquity as a method of printing on textiles and
later paper. As a method of printing on cloth, the earliest surviving examples from China date to
before 220 AD, and woodblock printing remained the most common East Asian method of
printing books and other texts, as well as images, until the 19th century. Ukiyo-e is the best
known type of Japanese woodblock art print. Most European uses of the technique for printing
images on paper are covered by the art term woodcut, except for the block-books produced
mainly in the 15th century.

Industrial Age (1700s-1930s)

The Industrial Age is a period of history that encompasses the changes in economic and
social organization that began around 1760 in Great Britain and later in other countries,
characterized chiefly by the replacement of hand tools with power-driven machines such as the
power loom and the steam engine, and by the concentration of industry in large establishments.

People used the power of steam, developed machine tools, established iron production,
and the manufacturing of various products (including books through the printing press.

Example:

1. Printing Press for Mass Production (19th Century)

A printing press is a device for applying pressure to an inked surface resting upon a print
medium (such as paper or cloth), thereby transferring the ink. Typically used for texts, the
invention and spread of the printing press was one of the most influential events in the second
millennium.

2. Newspaper-The London Gazette (1640)

The London Gazette is one of the official journals of record of the British government,
and the most important among such official journals in the United Kingdom, in which certain
statutory notices are required to be published.

3. Typewriter (1800)

A typewriter is a mechanical or electromechanical machine for writing characters similar to

those produced by printer's movable type. A typewriter operates by means of keys that strike a
ribbon to transmit ink or carbon impressions onto paper. Typically, a single character is printed
on each key press.

4. Telephone (1876)

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 A telephone is a telecommunications device that permits two or more users to conduct a
conversation when they are too far apart to be heard directly. A telephone converts sound,
typically and most efficiently the human voice, into electronic signals that are transmitted via
cables and other communication channels to another telephone which reproduces the sound to
the receiving user. The term is derived from Greek: τῆλε (tēle, far) and φωνή (phōnē, voice),
together meaning distant voice. A common short form of the term is phone, which has been in
use since the early 20th century.

5. Motion Picture photography/projection (1890)

Motion picture, also called film or movie, series of still photographs on film, projected in
rapid succession onto a screen by means of light. Because of the optical phenomenon known as
persistence of vision, this gives the illusion of actual, smooth, and continuous movement.

6. Motion picture with sound (1926)

A sound film is a motion picture with synchronized sound, or sound technologically

coupled to image, as opposed to a silent film. The first known public exhibition of projected
sound films took place in Paris in 1900, but decades passed before sound motion pictures were
made commercially practical. Reliable synchronization was difficult to achieve with the early
sound-on-disc systems, and amplification and recording quality were also inadequate.
Innovations in sound-on-film led to the first commercial screening of short motion pictures using
the technology, which took place in 1923.

7. Telegraph

Telegraphy (from Greek: τῆλε têle, “at a distance” and γράφειν gráphein, “to write”) is
the long-distance transmission of textual or symbolic (as opposed to verbal or audio) messages
without the physical exchange of an object bearing the message. Thus semaphore is a method of
telegraphy, whereas pigeon post is not.

8. Punch Cards

A punched card or punch card is a piece of stiff paper that can be used to contain digital
information represented by the presence or absence of holes in predefined positions. The
information might be data for data processing applications or, in earlier examples, used to
directly control automated machinery.

Punched cards were widely used through much of the 20th century in what became
known as the data processing industry, where specialized and increasingly complex unit record
machines, organized into semiautomatic data processing systems, used punched cards for data
input, output, and storage.

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 Electronic Age (1930s-1980s)

The invention of the transistor ushered in the electronic age. People harnessed the power
of transistors that led to the transistor radio, electronic circuits, and the early computers. In this
age, long distance communication became more efficient.

Example:

1. Transistor Radio

A transistor radio is a small portable radio receiver that uses transistor-based circuitry.
Following their development in 1954, made possible by the invention of the transistor in 1947,
they became the most popular electronic communication device in history, with
billions[1]manufactured during the 1960s and 1970s. Their

2. Television (1941)

On July 1st, 1941, commercial television broadcasting officially began. In New York
City, three stations (representing CBS, NBC and DuMont) were on the air.

3. EDSAC (1941)

Short for Electronic Delay Storage Automatic Calculator, EDSAC is an early British
computer considered to be the first stored program electronic computer. It was created at the
University of Cambridge in England, performed its first calculation on May 6, 1949, and was the
computer that ran the first graphical computer game nicknamed "Baby." In the picture to the
right, is an example of the EDSAC computer.

4. Mainframe computer

Mainframe computers or mainframes (colloquially referred to as "big iron") are

computers used primarily by large organizations for critical applications; bulk data processing,
such as census, industry and consumer statistics, and enterprise resource planning; and
transaction processing. They are larger and have more processing power than some other classes
of computers: minicomputers, servers, workstations, and personal computers.

The term originally referred to the large cabinets called "main frames" that housed the
central processing unit and main memory of early computers. Later, the term was used to
distinguish high-end commercial machines from less-powerful units. Most large-scale computer-
system architectures were established in the 1960s, but continue to evolve. Mainframe computers
are often used as servers.

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5. Personal Computers

Personal computer (PC), a digital computer designed for use by only one person at a
time. A typical personal computer assemblage consists of a central processing unit (CPU), which
contains the computer’s arithmetic, logic, and control circuitry on an integrated circuit; two types
of computer memory, main memory, such as digital random-access memory (RAM), and
auxiliary memory, such as magnetic hard disks and special optical compact discs, or read-only
memory (ROM) discs (CD-ROMs and DVD-ROMs); and various input/output devices,
including a display screen, keyboard and mouse, modem, and printer.

6. LCD projectors

An LCD projector is a type of video projector for displaying video, images or computer
data on a screen or other flat surface. It is a modern equivalent of the slide projector or overhead
projector. To display images, LCD (liquid-crystal display) projectors typically send light from a
metal-halide lamp through a prism or series of diachronic filters that separates light to three
polysilicon panels – one each for the red, green and blue components of the video signal. As
polarized light passes through the panels (combination of polarizer, LCD panel and analyzer),
individual pixels can be opened to allow light to pass or closed to block the light. The
combination of open and closed pixels can produce a wide range of colors and shades in the
projected image.

Information Age (1900s-2000s)

The Information Age (also known as the Computer Age, Digital Age, or New Media
Age) is a historical period that began in the late 20th century, characterized by a rapid epochal
shift from the traditional industry established by the Industrial Revolution to an economy
primarily based upon information technology. The onset of the Information Age can be
associated with the development of transistor technology, particularly the MOSFET (metal-
oxide-semiconductor field-effect transistor), which became the fundamental building block of
digital electronics and revolutionized modern technology.

According to the United Nations Public Administration Network, the Information Age
was formed by capitalizing on computer microminiaturization advances, which, upon broader
usage within society, would lead to modernized information and to communication processes
becoming the driving force of social evolution.

The internet paved the way for faster communication and the creation of the social
network. People advanced the use of microelectronics with the invention of personal computers,
mobile devices, and wearable technology. Moreover, voice, image, sound and data are
digitalized. We are now living in the information age.

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Examples:

1. Web Browser

A web browser (commonly referred to as a browser) is a software application for

accessing information on the World Wide Web. When a user requests a web page from a
particular website, the web browser retrieves the necessary content from a web server and then
displays the page on a screen.

2. Mosaic (1993)

NCSA Mosaic was neither the first web browser (first was the WorldWideWeb of
Berners-Lee) nor the first graphical web browser (it was preceded by the lesser-known Erwise
and ViolaWWW), but it was the web browser credited with popularizing the World Wide Web.
Its clean, easily understood user interface, reliability, Windows port and simple installation all
contributed to making it the application that opened up the Web to the general public.

3. Internet Explorer (1995)

Internet Explorer (formerly Microsoft Internet Explorer and Windows Internet Explorer,
commonly abbreviated IE or MSIE) is a series of graphical web browsers developed by
Microsoft and included in the Microsoft Windows line of operating systems, starting in 1995.

Blogs

• Blogspot (1999) - An specified area of blogging where people display thoughts,

comments, ideas, and concerns for a multitude of topics. Usually referred in personal
terms
• Live Journal (1999) - is a social media platform that allows members to keep a blog,
journal or diary and share their interests. Each LiveJournal account contains a journal
page that shows all of a user's most recent journal entries and links to comments pages,
similar to a blogroll.
• Wordpress (2003) - is a free publishing software and content management system (CMS)
that is popular in America. The software is open-source allowing developers to create a
wide array of plug-ins, themes and widgets. Wordpress is widely considered easy to use
and is the CMS of choice for almost 75 million websites.

Social Networks

• Friendster (2002) - a social gaming site based in Kuala Lumpur, Malaysia. It was
originally a social networking service website. Before Friendster was redesigned, the
service allowed users to contact other members, maintain those contacts, and share online
content and media with those contacts.

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• Multiply (2003) - was a social networking service with an emphasis on allowing users to
share media – such as photos, videos and blog entries – with their "real-world" network.
• Facebook (2004) - is an American for-profit corporation and an online social media and
social networking service based in Menlo Park, California. The Facebook website was
launched on February 4, 2004, by Mark Zuckerberg, along with fellow Harvard College
students and roommates, Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and
Chris Hughes.

Microblogs

• Twitter (2006) -is an online news and social networking service where users post and
interact with messages, "tweets", restricted to 140 characters. Registered users can post
tweets, but those who are unregistered can only read them. Users access Twitter through
its website interface, SMS or a mobile device app.
• Tumblr (2007) - is a blogging and social media tool that allows users to publish a
"tumblelog", or short blog posts. Tumblr's major differentiator is the free-form nature of
the site and the ability of users to heavily customize their own pages.

Videos

• Youtube (2005)- is a free video-hosting website that allows members to store and serve
video content. YouTube members and website visitors can share YouTube videos on a
variety of web platforms by using a link or by embedding HTML code.
• Augmented Reality /Virtual Reality- (AR) is an interactive experience of a real-world
environment where the objects that reside in the real world are enhanced by computer-
generated perceptual information, sometimes across multiple sensory modalities,
including visual, auditory, haptic, somatosensory and olfactory. AR can be defined as a
system that fulfills three basic features: a combination of real and virtual worlds, real-
time interaction, and accurate 3D registration of virtual and real objects.

Video Chat

• Skype (2003)- is a telecommunications application that specializes in providing video

chat and voice calls between computers, tablets, mobile devices, the Xbox One console,
and smart watches over the Internet. Skype also provides instant messaging services.
Users may transmit text, video, audio and images. Skype allows video conference calls.
• Google Hangouts (2013)- is a unified communications service that allows members to
initiate and participate in text, voice or video chats, either one-on-one or in a group.
Hangouts are built into Google+ and Gmail, and mobile Hangouts apps are available for
iOS and Android devices.

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Google Hangouts can also be a useful and cost-effective collaboration platform for enterprise
customers. Hangouts also has an option called Google Hangouts on Air, which allows Google+
users to broadcast video calls live on YouTube. Hangouts on air have gained traction as a free
way for organizations to conduct online seminars and talk shows.

Google Hangouts replaces the previous chat capabilities built into Google+ and Gmail, as well as
the standalone Google Talk app. Hangouts can also integrate with Google Voice, allowing users
of that service to make free domestic phone calls from their computing devices.

Search Engines

• Google (1996)- on the other hand, is the name of a search engine as well as a verb that
refers to searching the Internet using the Google search engine. (The search engine’s
name was inspired by the number: the founders of Google chose the name to reflect their
mission “to organize a seemingly infinite amount of information on the web.”)

• Yahoo (1995)- is one of the Internet's leading search engines. It is also the largest Web
portal, providing links to thousands of other websites. These links include sites from the
Yahoo! Directory as well as news stories that are updated several times a day.

Portable Computers

• Laptops (1980)- is a small, portable personal computer (PC) with a "clamshell" form
factor, typically having a thin LCD or LED computer screen mounted on the inside of the
upper lid of the clamshell and an alphanumeric keyboard on the inside of the lower lid.
The clamshell is opened up to use the computer. Laptops are folded shut for
transportation, and thus are suitable for mobile use. Its name comes from lap, as it was
deemed to be placed on a person's lap when being used. Although originally there was a
distinction between laptops and notebooks (the former being bigger and heavier than the
latter), as of 2014, there is often no longer any difference. Today, laptops are commonly
used in a variety of settings, such as at work, in education, for playing games, web
browsing, for personal multimedia, and general home computer use.
• Netbook (2008) - A netbook belongs to a class of small, lightweight, legacy-free, and
inexpensive laptop computers introduced in 2007. Netbooks compete in the same market
segment as mobiles and Chromebooks (a variation on the portable network computer).
• Tablets (1993) - is a mobile device, typically with a mobile operating system and
touchscreen display processing circuitry, and a rechargeable battery in a single, thin and
flat package. Tablets, being computers, do what other personal computers do, but lack
some input/output (I/O) abilities that others have. Modern tablets largely resemble
modern smartphones, the only differences being that tablets are relatively larger than
smartphones, with screens 7 inches (18 cm) or larger, measured diagonally, and may not
support access to a cellular network.

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 • Smartphones - are a class of mobile phones and of multi-purpose mobile computing
devices. They are distinguished from feature phones by their stronger hardware
capabilities and extensive mobile operating systems, which facilitate wider software,
internet (including web browsing over mobile broadband), and multimedia functionality
(including music, video, cameras, and gaming), alongside core phone functions such as
voice calls and text messaging.

• Wearable technology- also known as "wearables", is a category of electronic devices that

can be worn as accessories, embedded in clothing, implanted in the user's body, or even
tattooed on the skin. The devices are hands-free gadgets with practical uses, powered by
microprocessors and enhanced with the ability to send and receive data via the Internet.

Age Equipments Communication Storing Information Broadcast Information

Used

Pre- Traditional Paper and Ash, human, Traditional Paper and Traditional Paper and
Industrial writing form animals writing form, cave writing form, cave
paintings/stone tablets paintings/stone tablets

Industrial Paper, pen, Typewritter Printing Press or books Printing Press or books,
newspapers/magazines

Electronic Telegraph, Telegram, Printing Press or books Printing Press or books,

Telephone, Computers Computers newspapers/magazines
Radio, personal
computers

Information Personal Computers, Printing press or books, Printing press or books,

mobile phone, digital books, personal digital books, personal
smartphones wearable computers, mobile computers, mobile
technology, social media phones, smartphones, phones, smartphones,
wearable technology, wearable technology,
social media social media

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TYPES OF MEDIA

1. Print Media

2. Broadcast Media

3. Digital or New Media

Print Media

- Refers to paper publications such as books, newspaper, magazines, journals, newsletters

and other materials that are physically printed on paper.
- At the present, some form of print media has digital versions and are available for
download through applications or websites.

Examples:

• Books- reading material that can either be fictional or nonfictional.

• Newspaper- contains a wide range of articles which appear on the different sections such
as news, business, lifestyle, sports and entertainment sections.
• Magazine- contains articles on various topics depending on the subject or area the
magazine covers.
• Journal- contains informative articles and provides accurate reports on specific topic such
as medicine. It targets a particular type of audience, such as medicine students or
practitioners.
• Newsletter- contains special features on topics which might be of interest or value to its
targeted readers.
• Pamphlet- contains detailed, yet easy to understand text with images.
• Brochure- a small box or magazine that contains pictures and information about the
products or service offered by a company or organization.

Broadcast Media

- It consists of programs produced by television network and radio stations. Contrary to

print media, broadcast media airs audio and video materials for the public’s information,
interest or leisure.

Examples:

• Radio- the first known radio is attributed to the Italian inventor, Gugliemo Marconi,
when he made the wireless telegraph in 1895.
- Can be set in an AM or FM mode.
➢ AM- amplitude modulation

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 ➢ FM- frequency modulation
• Television- equipped with electronic system capable of sending images and sounds
by a wire through space.
• Film- also called movies or motion pictures.
- Is similar to a television show as it offers a variety of themes and genres.

TV AND MOVIE CLASSIFICATION RATINGS

Movie and Television Review and Classification Board

G- Stands for general patronage

PG- means that the show requires parental guidance

SPG- means that strict parental guidance is required as the

show may have themes that involve violence, horror and
inappropriate language that are not suitable for young
audiences.

R- Means a show is restricted for a particular age.

Ex. R-13, R-16, R-18

Digital/ New Media

-contents are organized and distributed on digital platforms

Examples:

• Internet (Interconnected Network)- is an electronic communications network that

connects people through various networks and organizational computer facilities around
the world.

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Activity 2

A. Matching Type. Choose the letter of the answer that is related to the given concept.

1. Cave paintings A. Pre- Industrial Age.

2. Twitter B. Industrial Age
3. Transistor Radio C. Electronic Age
4. Punch cards D. Information Age
5. Skype
6. Papyrus
7. Telegraph
8. Mainframe computer
9. Tumblr
10. Clay tablets
11. Friendster
12. Dibao
13. PC
14. Youtube
15. Newspaper

B. Modified True or False. Write true if the underlined concept is correct. If it is false, write the
correct concept on the blank to make the statement true.

1. The radio has two frequencies: AM where news is aired and PM where songs are
played.

2. Broadcast media consists of programs produced by television radio stations.

3. A parental guidance rating means that children can watch a TV show without their
parents’ permission.

4. MTRCB means music and television review and classification board.

5. Television also called movies or motion pictures.

6. Print media refers to movie publications.

7. Pamphlet contains detailed, yet easy to understand text with images.

8. G stands for general patronage.

9. New media contents are organized and distributed on digital platforms.

10. Digital media airs audio and video materials for the public’s information, interest or
leisure.

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The Media as Information source

One of the primary roles media plays is to inform. From news to current affairs to
lifestyle subjects, weather reports to celebrity updates, educational subjects to recreational details
and more, the whole array of data the media offers make it an invaluable source of information.
The Library of Virginia explains that Information can come from virtually anywhere – media,
blogs, personal experiences, books, journal and magazine articles, expert opinions,
encyclopedias, and web pages – and the type of information you need will change depending on
the question you are trying to answer.

Indigenous Media

Indigenous media defined as forms of media expression conceptualized, produced, and

circulated by indigenous people around the globe as vehicles for communication, including
cultural preservation, cultural and artistic expression, political self-determination, and cultural
sovereignty, according to Oxford bibliographies.

It is a reflection of indigenous communities and has been used as powerful social

movement catalyst all over the world. Indigenous media seeks to spark activism, promote
advocacy, be a source of empowerment, and encourage community building among indigents.

Examples:

Ethnographic Film

Matthew Durington defines ethnographic film as the visual manifestation of

anthropological practice organized in a linear moving media. Ethnographic film is a non-fiction
works that reflects the lives of indigenous people, typically following the documentary format.
The meaning of ethnographic film has been a subject of discussion in the film industry. Ruby
2000 and Ruby 2005 argue for a strict definition of ethnographic film, limited to productions by
individuals with a media production background. Heider 2006, on the other hand, claims that any
film can be considered ethnographic while providing a set of evaluative criteria to gauge
ethnographic film for both research and pedagogy.

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Aboriginal Media

One of the most notable aboriginal media in existence is run by the Central Australian
Aboriginal Media Association or CAAMA called Imparja. Imparja (which means “tracks” or
“footprints” in Central Australian language, Arrente) is a commercial station intended for the
aboriginal population. Apart from public service announcements it also broadcasts aboriginal
programs aimed at promoting awareness about the concerns and issues of Aboriginal people,
preserves the aboriginal languages, and culture through art, music, stories, and dances.
(Ginsburg, 1991)

Library

A place in which literary, musical, artistic, or reference materials are kept for use but not
for sale

Academic Library - serves colleges and universities

Public Library - serves cities and towns of all types

School Library - serves students from Kindergarten to Grade 12

Special Library - in specialized environments, such as hospitals, corporations, museums, the

military, private business, and the government

Internet

A global computer network providing a variety of information and communication

facilities, consisting of interconnected networks using standardized communication protocols.

Activity 3

Explain the following.

1. What activities/habit in your lives shows that you’re a media literate?

2. Imagine one day you will wake up and find out no internet, no, libraries, no cellphone,
no radios, no magazines and etc. What would be your reaction and how you will deal
with it?

3. What aspects in your life do media really affect? (Personal, professional, academic,
social, others)?

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