Media and Information Literacy 12

Handout 01-Q1 Prepared by: Melfa R. Bagarinao-Lajera,MICB,LPT

INTRODUCTION TO MEDIA AND INFORMATION LITERACY

Media - The word media is a plural form of the Latin word 'medium' meaning 'middle ground or intermediate'. It
serves as a channel of communication by which people send and/or receive information.

Media and information literacy play an important role in communication and information dissemination.
Media and Information will enable us to access, understand and create communication in a variety of contexts
in the form of accessing, understanding and creating media and information.

Accessing Media and Information the use, navigate, manage, store and retrieve content in print, radio and
online.

Understanding Media and Information viewers ability to read, deconstruct and evaluate media contexts

and motivations. A critique view on quality of material being broadcast and shared.

Producing Media and Information viewers or netizens ability to produce, distribute and publish ideas and
information via mainstream media or s ocial media. Be able to use media responsibly and to contribute
democratic process using electronic media. Be able to transact and post online.

Media and Information play several roles. They:

• Act as channels of information and knowledge through which citizens communicate

with each other and make informed decisions.
• Facilitate informed debates between diverse social actors.
• Provide us with much of what we learn about the world beyond our immediate experience.
• Are means by which a society learn about itself and builds a sense of community
• Function as a watchdog of government in all its forms, promoting transparency in.
• Public life and public scrutiny of those with power through exposing corruption, Misadministration and
corporate mistakes

• Are essential facilitators of democratic processes and one of the guarantors of free and fair
elections
• Are vehicle for cultural expression and cultural cohesion within and between nations function as
an advocate and social actor in its own right while respecting pluralistic values 2 Adapted from
UNESCO MDIs

BASIC CONCEPTS
1. Media construct our culture. Our society and culture – even our perception of reality is shaped
by the information and images we receive via the media. Today, the most powerful storytellers
are television, movies, music, video games, and Internet.
2. Media messages affect our thoughts, attitudes and actions. All of us
are affected by advertising, news, movies, pop music, video games, and other forms of media.
3. Media use “the language of persuasion.” All media messages try to persuade us to believe or do
something. To do this, they use specific techniques (like flattery, repetition, fear, and humor) we call
“the language of persuasion.”
4. Media construct fantasy worlds. Media can inspire our imagination. Advertising constructs a
fantasy world where all problems can be solved with a purchase. Media Literacy helps people to
recognize fantasy and constructively integrate it with reality.
5. No one tells the whole story. Often, the effect of a media message comes not only from what is
said, but from what part of the story is unfold.
6. Media messages contain “texts” and “subtexts.” The text is the actual words, pictures and/or
sounds in a media message. The subtext is the hidden and underlying meaning of message.
7. Media messages reflect the values and viewpoints of media makers.Our values and viewpoints
influence our choice of words, sounds and images we use to communicate through media.
8. Individuals construct their own meanings from media. This means that people can create
different subtexts from the same piece of media. All meanings and interpretations are valid and
should be respected.
9. Media messages can be decoded. By “deconstructing” media, we can figure out who created
the message, and why.
10. Media literate youth and adults are active consumers of media. Media literacy helps people
consume media with a critical eye, evaluating sources, intended purposes, persuasion
techniques, and deeper meanings.
Technological Determinism – a theory that believes technology is a steering factor in how a
society develops its structure and values.

Knowledge is created and disseminated in all forms and formats. Media and information increase every

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 day and it becomes so abundant that it can be found anywhere, anytime especially in the booming era

of data and information explosion. Becoming media and information literate individuals will test our

patience on how we deal with information and misinformation. It includes a certain level of respect

towards those who need and request it. Respect for information need means we allow each and

everyone to express their ideas, opinions, and expressions fully without any judgment or prejudice. MIL

teaches us to use information and media content in an ethical, efficient, and effective manner.

Media Literacy is a 21st century approach to education and set of skills that anyone can learn. It is the ability to
access, analyze, evaluate and create media messages of all kinds. Today, many people get most of their information
through complex combinations of text, images and sounds we receive from television, radio, newspapers, magazines,
books, billboards, signs, packaging, marketing materials, video games, recorded music, the Internet and other forms
of media.

Media Literacy skill can help children, youth and adults:

• Understand how media messages create meaning
• Identify who created a particular media message
• Recognize what the media maker wants us to believe or do
• Name the “tools of persuasion” used
• Recognize bias, spin, misinformation and lies
• Discover the untold part of the story
• Evaluate media messages based on our own experiences, beliefs and values
• Create and distribute our own media messages
• Become advocates for change in our media system
Media scholar Art Silverblatt (1995) identified five fundamental elements of media literacy. (additional 2)
1. An Awareness of the Impact of Media •If we ignore the impact of media on our lives, we run the risk of
being caught up and carried along by that change rather than controlling or leading it. Examples : Writing,
Printing press Change the world and the people in it. Mass Media -- Change the world and the people in it.
2. An understanding of the Process of Mass Communication •How do the various media industries operate?
•What are their obligations to us? •What are the obligations of the audience? •How do different media limit or
enhance messages? •Which forms of feedback are more effective and why?
3. Strategies for analyzing and discussing media messages. •To consume media messages thoughtfully, we
need a foundation; EX: Understanding the content and impact of films and video conventions such as
camera angles and lighting, placement of photos on a newspaper page. •Otherwise, meaning is made for
us, the interpretation of media content will then rest with its creator not with us. Ex: High Angle Shot Law
Angle Shot
4. An understanding of media content as a text that provides insight into our culture and our lives. •We know
a culture, its people, attitudes, values concerns & myths through communication. •Media messages
increasingly dominate and shape our understanding of and insight into our culture.
 5. The ability to enjoy, understand and appreciate media content. •Multiple points of access- to approach
media content from a variety of directions and derive from it many levels of meaning. •We control meaning
making for our own enjoyment or appreciation.
6. An understanding of the ethical and moral obligations of media practitioners •To make informed
judgements about the performance of the media; —We must aware about the competing pressures on
practitioners as they do their jobs. —We must understand the media’s official and unofficial rules of
operation. —Their legal and ethical obligations.
7. Development of appropriate and effective production skills. •Media literate individuals should develop
production skills that enable them to create useful media messages. •Presentation skills, internet, world wide
web, keep in contact with clients, customers, narrative home video.

Understanding Media and Information Literacy

• Literacy: The ability to identify, understand, interpret, create, communicate and compute, using
printed and written materials associated with varying contexts. Literacy involves a continuum of
learning, wherein individuals are able to achieve their goals, develop their knowledge and
potential, and participate fully in their community and wider society.
• Media: The physical objects used to communicate with, or the mass communication through
physical objects such as radio, television, computers, film, etc. It also refers to any physical object
used to communicate messages.
• Media Literacy: The ability to access, analyze, evaluate, and create media in a variety of forms. It
aims to empower citizens by providing them with the competencies (knowledge and skills) necessary
to engage with traditional media and new technologies.
• Information: A broad term that covers processed data, knowledge derived from study, experience,
instruction, signals or symbols.
• Information Literacy: The ability to recognize when information is needed, and
to locate, evaluate, and effectively communicate information in its various formats.
• Technology Literacy: The ability of an individual, either working independently or with others, to
responsibly, appropriately, and effectively use technological tools. Using these tools an individual can

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 access, manage, integrate, evaluate,create and communicate information.
• Media and Information Literacy: The essential skills and competencies that allow individuals to
engage with media and other information providers effectively, as well as develop critical thinking and
life-long learning skills to socialize and become active citizens.