Information Sources

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Media and Information Sources

TOPIC OUTLINE

Indigenous Knowledge
Libraries
Internet
Mass Media
At the end of the lesson, I can:

Compare potential sources of media and information.

Assess information quality.


ACTIVITY 1
Which information sources ( Indigenous,
library, internet, mass media) do you use for
the following topics? Why?

1. Human Genome Project


2. Human expedition on Mars
3. The history of Bangsamoro
4. The global phenomeno on Korean pop
5. Human organization and behaviour

On the nature and the effective use of
information in rural development, it was
suggested that resources may be evaluated by
looking at the information that they contain.
- Meyer (2005)
Information, unlike raw
data, is processed and
refined. It is an interpretation
of the data by the author or
producer of the information.
Consumer, must exert
more effort to look past the
info. and check its validity and
relevance to you. Information
may also become obsolete
and may not be applicable to
current contexts and utility.
Information is like a food. It
nourishes your hunger for
knowledge. But not all for are
appetizing. Select information that
is relevant to your information need.
Indigenous Knowledge
and Indigenous Media
A rather unconventional source for information is
the so-called indigenous knowledge(IK). Indigenous
knowledge is defined by Warren(1991) as the “knowledge
that is unique to a given culture or society”.

IK contrasts with the international knowledge
system generated by universities, research institutions
and private firms. It is the basis for local-level decision
making in agriculture, health care, food preparation,
education, natural-resource management, and a host
of other activities in rural communities.
-Warren(1991)
Indigenous knowledge is relayed either through
people media or through indigenous media.
…owned, controlled and managed by indigenous
peoples in order for them to develop and produce culturally
appropriate information in the languages understood by the
community by utilizing indigenous materials and resources,
reflecting community needs and interests, visions and
aspirations, and independent from vested interest groups.
It is highly participatory, involving the community members
in planning, management and production.

–Asia Indigenous Peoples Pact (2014)


Indigenous communities
are typically known to adhere to
oral tradition of communication.
This means that they are not
reliant on mainstream media.
They store information in their
memories so the danger of
losing the information is greater.
AIPP observed that “ ASEAN media landscape is generally
characterized by an urban-centric media system in flow, content,
consumption and ownership that limits indigenous people’s access to media
and information and news coverage of their own issues and conditions.”
Flow of information starting from metropolitan areas, tending to be one-way as no
effective mechanism are in place for media organizations to gather news from rural
indigenous areas.

Distant locations of many indigenous territories and poor infrastructures as big


obstacles to indigenous people’s access to information from mass media.

Complex biases and serious lack of interest in the lives of indigenous communities
in news coverage and selection of mainstream media.

Privately owned mainstream media catering more to interests of urban consumers


rather than the needs of rural communities, particularly indigenous ones.
INDIGENOUS MEDIA AS TOOL FOR EXPRESSION AND PARTICIPATION

In ASEAN region, there are indigenous organizations that have


initiated the promotion of freedom of expression and have increased access to
information among indigenous peoples.

Example in the Philippines:

Northern Dispatch Weekly in Ilocos Region,


Cordilleras, and the Cagayan Valley region
2
The Library as Repository of Information

You know libraries to be places “in which literary,


musical, artistic, or reference materials(as books,
manuscripts, recordings, or films) are kept for use but not for
sale (Merriam-Webster Online Dictionary).” Libraries came
into existence because of the birth of printing press.
Libraries are evaluated on the extent of
their collection of materials and the kinds
and quality of services they offer to
information seekers. Libraries are expected
to select and provide you contents that are
easy to access. Libraries are considered to
be stewards of good information collection.

Libraries bought books (which they then owned), organized them, made them
available through library facilities, and took steps to ensure the longevity of the volumes
for the future use…. Libraries acquire and secure ownership of digital content (typically
through license), store the content on local servers, and make it accessible to a target
community. Libraries attempt, as protocols permit, to ensure long-term access to the
digital collection through license conditions and through practices to create backup and
redundancy, and to migrate the content over time. In a variation of the model, some
libraries host commercial content or centrally manage content of other campus units. In
both of these cases, the classic collection stewardship model is sustained largely intact.
A defining characteristic of this traditional model is the library’s ability to exercise
primary responsibility for and control over the content and future access to that content.
-Council on Library and Information Resources
The main role of a library is to organize and
provide you access to information. This role is no longer
static or limited to purely collecting physical materials for
archiving. It has extended to acquiring new modes of
providing information such as the use of digital sources
and facilities that utilize media. A library is one place
where you can expect new search strategies to be
employed, thus, motivating information seekers like you
to be more adept in effectively and efficiently locating
information.
Libraries are the brains of
academic institutions. The library
users are the synapses because
they provide the means of
information transfer.
3
Media as Information Tools
For your purpose of understanding media as a source of
information, ponder on the advantages and disadvantages of each
media type shown in Table 5.1 as outlined by the World Heritage
Communication and Media Training Workshop in 2013.
Books
PROS CONS
• Portable/transferable • “Print is dead” or is
information it?
• Affordable by volume, • Costly typesetting and
depending on size of design
print run • Costly publication in
• Enduring medium that can multilingual editions
last for many years • Expensive storage and
• Ideal for content that shipping
may not change
drastically over time.
Magazines and Newspapers
PROS CONS

• Loyal (but shrinking) • Newspaper valid only


readership for a day
• Target a geographical • Message can be lost
area (most papers have
• Can be shared with more than 60%
others advertising)
• Inserts and leaflets • Magazines have niche
attract attention audiences
Cinema
PROS CONS

• Reaches many
demographics, literate
or illiterate • Expensive production
• Can be entered in • May or may not hold
local/ international interest/attention
film festivals and
competitions for
further exposure
Radio
PROS CONS
• Trusted medium with
• Audience will tune out
loyal followers
• Background medium (hard
• Community radio has
to hold attention)
loyal audiences
• Difficult to incite
interested in local
action (hard to remember
activities
broadcasted contact
• National broadcasters
details or website URLs
can carry messages for
nationwide events
Television
PROS CONS
• Expensive
• Quickly spreads the
• Short message that must
message on different
be repeated to sink in
channels and times of
• Advertisements can be
day
skipped through PVRs
• Improves credibility
(Personal Video
• Best suited for large-
Recorders)
scale communications
• Traditional TV is less
activities
watched by younger
people
World Wide Web
PROS CONS
• Main point of contact
between user and audience
• Acts as a hub for all • Perceived difficulty
other activities/content to set up
(audio/video/text/events/s • High cost maintenance
ocial media aggregator) (constant updating)
• Easy to access from • Information control
multiple platforms
• 24/7 interaction with
target audiences
Social Media
PROS CONS
• Reach the correct • Very time consuming to
audience through engage directly with
hashtags. followers
• Attract large number of • Need to keep content
people in short time fresh across platforms
• Drive traffic to other to stay visible
communication actions • Cannot control the
• Bring people together message or how people
• Gather information about react to online contents
target • Bad news can go viral.
• Easy feedback
EVALUATING YOUR
INFORMATION SOURCES
1. The information provided by a source is credible
and reliable.
2. Breadth and depth of the discussion on a
topic is also a consideration.
3. The information can be cross-referenced.
4. The manner on how the information has been dealt
with by the source is ethical and legal.
Information is essential

As we go on with life,
information is essential to
survive and to succeed.
Thanks!

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