Media Information Literacy

WEEK 1
Media Literacy - ability to access, analyze, and create media in a variety of forms.
Information Literacy- ability to recognize when information is needed.
Technology Literacy- ability of individual to work effectively using technical tools.
Media Information Literacy- allows individuals to engage with media and other info.
Providers.
Communication- it is a process of sending and receiving messages between at least
two persons.
Media- the physical object to communicate with or the mass communication through
physical objects such as radio, televisions, computers, film, etc. It refers to any physical
object used to communicate media.
WEEK 2
NETIQUETTE- It is a partmanteur or blending of the words network and etiquette. It is a
set of “guidelines for courteous communication in the online environment.
10 Core Rules of Netiquette
Virginia Shea (1994)
1. Remember the Human
2. Adhere to the same standards of behavior online that you follow in real life.
3. Know where you are in cyberspace.
4. Respect other people’s time and band width.
5. Make yourself look good online.
6. Share expert knowledge
7. Help keep flame wars under control.
8. Respect other people’s privacy.
9. Don’t abuse your power.
10. Be forgiving of other people’s mistakes.
Information Literacy
-When information is needed
-To evaluate
Stages/ Elements of Information Literacy
1. Identifying/recognizing information needs.
2. Determining sources of information
3. Citing or searching for information
4. Analyzing and evaluating for quality of information
5. Organizing storing or achieving information
6. Using the information in an ethical, efficient, and effective way.
7. Creating and communicating new knowledge
Plagiarism
-It refers to using other people’s words and ideas without clearly acknowledging the
sources of the information.
Common Knowledge
Facts that can be found in numerous places and are likely be widely known.
Ex.
President Ferdinand Romualdez Marcos Jr. is the 17 th president of the Philippines.
This is generally known information. You do not need to document this fact.
Interpretation
-facts that are not generally known or ideas that interpret facts.
Ex. Robert Jaworski is the greatest player in Philippine Basketball Association PBA
history.
This idea is not a fact but an interpretation or an opinion.
You need to cite the sources.
Quotation
When you are a direct quote, place the passage between quotation marks and
documenting style.
Ex.
According to data from the Philippines Fishing Development Authority, there is a total of
247.37 MT of fish unloaded of the General Santos fish part in 2018.
Paraphrase
Using someone’s ideas, but rephrasing them in your own words. Although you will use
them in your own words to paraphrase you must still acknowledge and cite the source
of the information.

WEEK 3
Pre-industrial Age
(Before 1700s)
People discovered fire, developed paper from plants, and forged weapons and tools
with stone, bronze, copper, and iron.

Cave Paintings (35.000 BC)

Papyrus in Egypt (2500 BC)
Clay Tablets in Mesopotamia (2400 BC)
Acta Dilurna in Rome (130 BC)
Dibao in China (2nd Century)
Printing Press Using Woods Blocks (220 AD)
Codex In the Mayam Region (5th Century)

Industrial Age
(1700s-1930s)
People used the power of steam, developed machine tools, established iron production,
and the manufacturing of various products (including books through the printing press.)
Newspaper from London Gazette (1640)
Printing Press for Mass Production (19th Century)
Typewriter (1800)
Telephone (1876)
Motion picture Photography Projection (1890)
Commercial Motion Pictures (1981)
Motion Picture with Sound (1926)
Telegraph
Punch Card

Electronic Age
(1930s-1980)
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.
Transistor Radio
Television (1940)
Large Electric Computers
EDSAC (1949)
Large electronic Computers UNIVAC 1-(1951)
Mainframe Computers IBM 704 (1960)
Personal Computers
Personal computers – Hewlett-Packard 9100A (1968)
Personal computers – Apple 1 (1976)
Overhead Projector
LCD Projector

Information Age
(1900s-2000s)
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.
Laptops (1980)
Tablets (1993)
Netbooks (2008)
Mosaic (1993)
Internet Explorer (1995)
Yahoo (1995)
Google (1996)
Blogspot (1999)
LiveJournal (1999)
WordPress (2003)
Friendster (2002)
Multiply (2003)
Facebook (2004)
Skype (2003)
Google Hangouts (2013)
Video
YouTube (2005)
Twitter (2006)
Tumblr (2007)
Smart Phones
Wearable Technologies
Augmented Reality / Virtual Reality
Cloud and Big Data

Traditional Media
-It refers to the traditional means of communication and expression that have existed
since before the advent of the Internet.
New Media
-It refers to content organized and distributed on digital platforms.

TRADITIONAL MEDIA VS NEW MEDIA

Traditional Media
Media experience is limited.
One directional
Sense receptors are very specific (ie. Print media, sense of sight, radio, sense of
hearing TV, and film sight and hearing)
New Media
Media is more interactive
Audiences are more involved and can send feedback simultaneously.
Integrates all the aspects of old media

WEEK 4
Three Types of Media
Print, Broadcast, New Media
Print Media- media consisting of paper and ink reproduced in a printing process that
is traditionally mechanical.
Newspaper
Books
Journals
Magazine
Manuscript
Brochure

Broadcast- media that reach target audiences using airwaves as the transmission
medium.
Radio
Television
Film/ Movie

New Media- content is organized and distributed on digital platforms. It has internet
connectivity.

Virtual Augmented Reality SNS

Netflix
Virtual reality
Youtube
e-journals
Social Media Sites
Blogs
Email
Cellphones

Media Convergence- the co-existence of traditional and new media.

The co-existence of print media, broadcast, and new media.
- The ability to transform different kinds of media into digital code, which is then
accessible by a range of devices.

WEEK 5
Media Information Sources
Library, Internet, Indigenous

Library- building or room where literacy, musical, artistic, or reference.

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 a specialized environment.
 Internet- a global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using standardized
communication protocols.

Things to consider in evaluating information from internet sources:

Reliability- it can be verified and evaluated.
Accuracy- it is close to the actual data
Value- if it’s the user in making or improving decisions
Authority- if sources have established experts on the subject matter.
Timeliness- if it is relevant and accurate with time.

Indigenous- aka community media: any form of media utilizing indigenous

knowledge that is made and managed by, for, and about the community.

Characteristics:
The oral tradition of communication
Stores information in memories
Information exchange is face to face
Information is contained within the border of the community
Knowledge is unique to a given culture and society.
Relayed through people media and community media

Examples of Indigenous media:

Folk of traditional media
Gathering and social organization
Direct observation
Records
Oral Instruction
Pamahiin

Difference: Indigenous media and common sources of information.

Popular media cannot reach some rural areas. While print, broadcast, and new media
have a wide reach, there are still areas that these forms of media have not reached.
Indigenous media and information are highly credible because they are near the source
and are seldom circulated for profit.
Indigenous media are channels for change, education, and development because of its
direct access to local channels.
Ignoring indigenous media and information can result in development and education
programs that are irrelevant and ineffective.
WEEK 6
Code - are system of signs which create meaning.
Technical Code
Symbolic Code
Written Code

Technical codes are the ways in which equipment is used to tell the story
Example:
Camera Movements (zoom, pan, tilt, dolly, truck, pedestal, rack focus)
Shot Sizes (extreme wide, wide, medium, medium close up, close up, extreme close
up.)
Lighting (It creates the tone, mood, and environment in addition to brightness and
darkness.)
Camera Angles (low, eye-level, high, worm’s eye, canted, bird’s eye)
Shot Sizes
Extreme Wide Shot
Wide Shot
Medium Shot
Medium Close up
Close up Shot
Extreme Close up

Camera Angles
Low
Eye Level
High
Worms Eye
Canted
Birds Eye

Symbolic Codes- shows what is beneath the surface of what we see

Objects
Setting
Color
Costume
Body Languages

Written Codes- refers to the use of language style and textual lay out.
Headline -title of the story in large type.
Title- the name of the book, or film.
Captions- appear below an image.
Speech Bubbles- used in comic cartons.

Convention, the generally accepted ways of doing something, is a standard or norm

that acts as a governing behavior.

WEEK 7
Intellectual Property and Fair Use
Piracy- refers to the unlicensed copying or use of a copyrighted book, recording,
television show, patented innovation, trademarked product, or other intellectual
property.
Intellectual Property - Intellectual Property or IP is defined as the “creation of the mind,
such as inventions, literary and artistic works, design and symbols, names and images
used in commerce.
World Intellectual Property Organization (WIFO)- It is a global forum for intellectual
property services, policy, information, and cooperation.
Art. XIV, Sec. 13 of the 1987 Constitution
“The state shall protect and secure the exclusive rights of scientists, artists and other
gifted citizens to their intellectual property and creations, particularly when beneficial to
the people, for such period as may be provided by law.”
Philippines Republic Act 8293
Intellectual Property Code of the Philippines
It is an Act prescribing the Intellectual Property Code and establishing the Intellectual
Property Office, mandating its powers and functions which took effect on January 1,
1998.
Types of Intellectual Property (IP)
Copyright
Patent
Trademark
Industrial Design
GEOGRAPHICAL INDICATION AND APPELLATION OF ORIGIN
Trade Secret

Copy right-It is used to describe the rights that creators have over their literary and
artistic works.
It includes books, music, paintings, sculpture and films, computer programs, databases,
advertisements, maps and technical drawings
Patent -This is a grant of an exclusive right to an invention. It is a government-issued
award that grants an inventor exclusive rights to a product or technique that provides a
new, imaginative, and industrially applicable technical solution to a problem in any
sphere of human activity.
Requirements for Patentability
Novelty-Is it similar to another invention?
The solution to a Problem- What problem does it solve?
Industrially Applicable- Can it be used by a certain industry?
Inventive Step- Is the said solution obvious to an expert in the field?

Trademark- It is a visible sign used to distinguish the goods or services of an individual

or enterprise. The protection of Trademarks is valid for 10 years and renewable every
10 years.
used for marks that have been granted registration.
…means the owner of the mark has common law rights even though the mark has not
been registered.

Logo -It is a design used by an organization on its letterhead, advertising material, and
signs as an emblem by which the organization can easily be recognized.
Industrial Design- It constitutes the ornamental or aesthetic aspect of an article. It may
consist of three-dimensional features, such as the shape or surface of an article, or of
two-dimensional features, such as patterns, lines or color.
According to WIPO, an industrial design right protects only the appearance or aesthetic
features of a product, whereas a patent protects an invention that offers a new technical
solution to a problem.
GEOGRAPHICAL INDICATION AND APPELLATION OF ORIGIN
These are signs used on goods that have a specific geographical origin and possess
qualities, a reputation or characteristics that are essentially attributable to that place of
origin.
Trade Secret
It is an IP right on confidential information which may be sold or licensed.
It includes proprietary procedures, systems, devices, formulas, strategies or other
information that is confidential and exclusive to the company using them.
Fair Use
It is a legal grey area designed to permit limited reproduction of copyrighted material for
transformative purposes without necessarily obtaining permission or paying a royalty to
the copyright holder. It is any copying of copyrighted material done for a limited and
“transformative” purpose, such as to comment upon, criticize, or parody a copyrighted
work. It is a defense against a claim of copyright infringement.
You can use copyrighted material without a license only for certain purposes. These
may include (1) Commentary, (2) Criticism,
(3) Reporting, (4) Research, and (5) Teaching.

Four Principles Used to Determine Fair Use

One the purpose and character of your use.
Two the nature of copyrighted work.
Three the amount of substantiality of the portion taken.
Four the effect of the use upon the potential market

Answers: