MEDIA AND INFORMATION LITERATURE
Media and Information Literature
It is linked to access to information, free expression and education. Media and information
literacy (MIL), defined as the ability to access, analyze and create media, is a prerequisite for citizens
to realize their rights to freedom of information and expression.
“Everyone has the right to freedom of opinion and expression; this right includes freedom to hold opinions without
interference and to seek, receive and impact information and ideas through any media regardless of frontiers.”
Article 19, of the Universal Declaration of Human Rights
Media Literacy
Is a 21st-century advent to education. It is the understanding to access, analyze, evaluate, create, reflect,
and act using all forms of communication. It is an effective and engaging way to employ critical thinking skills to
a wide range of issues.
Example: Newspapers, radio, and TV.
Types of Media
Tribal Age - focused on merely what you hear rather than what you see. Hearing is considered more
valuable than seeing because it allows you to be more immediately aware of your surroundings and
seeing limits or reduces your preference. In addition, in Tribal Age, hearing is believing.
Literate Age (Visual era) The invention of phonetic alphabet was great help for the people at the time
and McLuhan claimed that this invention fostered the sudden emergence of mathematics,
science, and philosophy. The people who lived in this period communicate through writing. In
this period, people became independent thinkers through learning how to read.
Print Age (Gutenberg Revolution)
The printing press was invented during this time. Also, in this period, it made the visual
dependence worldwide and it converted the annual writing into technical printing.
Johannes Gutenberg invented the movable metal type that started the printing press of mass
production.
Ex. Newspapers, Magazines, Books, Journals, Comics, Brochures.
Electronic Age
The invention of the telegraph.
Traditional media, or old media,
Is mostly non-digital advertising and marketing methods. These are marketing methods that
businesses have relied on for years. Up until very recently, these marketing and advertising styles were
very effective and helped businesses.
 Traditional media examples:
 Television advertisements
 Radio advertising
 Print advertising
 Direct mail advertisements
 Billboards and off-site signs
 Cold calling
 Door-to-door sales
 Banner ads
New media, also called digital media, consists of methods that are mostly online or involve the Internet
in some sense. It usually involves digital channels that gained popularity in the last decade or so.
New media examples:
• Websites
• Blogs
• Emails
• Social media
• Podcast streaming
• Streaming sites
• Virtual Reality
• Augmented Reality
Media production actually refers to any kind of communication whose purpose is to inform, educate
or entertain a wide audience. It can be anything from web content to social media to TV, video, and
radio content. The media trends are always changing and evolving, but one thing is certain: The role of
media in people’s everyday lives and its impact on our personal, social, and political circumstances is
enormous.
Media Consumption -is the sum of information and entertainment media taken in by an individual or
group.
It
includes
activities
such
as
interacting
with new
media, reading books and magazines, watching television and film, and listening to radio. An active
media consumer must have the capacity for skepticism, judgment, free thinking, questioning, and
understanding.
Media Representation tells us that media reflect ideology, not reality. It makes us aware of how media
“construct” or “re-present” reality and affect our perception of ourselves and of our surroundings. Media
representation is an interesting, multi-layered topic in media and information literacy. It examines the
influence and responsibility of media, as well as the responsibility of those who receive and provide
information. It also encourages us to examine how our own values and beliefs, our sense of right and
wrong, and our definition of truth affect and shape these media representations.
Example: “Poverty Porn” refers to text, images and other type of media that exploit the poverty
experience to generate necessary sympathy for fame and profit.
The value of media literacy
 It aims to enable individuals to think critically about the media and information they consume.
 It enables people to show and make informed judgments as uses of information and media.
 Are means by which society learns about itself and builds a sense of community.
 Teaches us how to verify information and recognize other points of view.
 Encourage critical thinking and to share other sources of media responsibly.
 It informs readers how the media affect our culture
 It teaches us how to create content
Information Literacy
It is a set of skills requiring people to recognize when information is needed and have the ability to
locate, evaluate, and use effectively the needed information.
Theories on information
Shannon-Weaver of Communication
This model was developed by Warren Weaver and Claude Shannon in 1948. The two developed this
mathematical communication theory to describe how communication occurs between a sender and a
receiver. They initially designed it as a linear model to explain how a message is sent and received.
What is example of Shannon Weaver model?
An example of the Shannon-Weaver model is a telephone call. Here, a person who makes the call is
the sender and uses a telephone as the encoder to turn the message into a form which can be
relayed through wires. The wires are the channel since they transmit data packets into the telephone
of the person receiving the call, which acts as a decoder. As the information moves through the wires,
noise can arise when the telephone malfunctions. The person on the other side is the receiver who
interprets the message and can give feedback to the caller.
Criticism of the Shannon-Weaver model of communication
 One of the simplest models and its general applied in various communication theories
 The model attracts both academics of human communication and information theorists to lead
their further research in communication.
 It’s more effective in person-to-person communication than group or mass audience
The Information Age
•
The Information Age is the idea that access to and control of information is the defining
characteristic of this current era in human civilization.
•
The Information Age -- also called the Computer Age, the Digital Age, and the New Media Age
-- is coupled tightly with the advent of personal computers. But many computer historians trace
its beginnings to the work of the American mathematician Claude E. Shannon, known as the
"father of Information Theory."
Source of information
1. Libraries- are bountiful source of references of various types. Today, there are digital
libraries in the forms of repositories, digital archives, and national libraries with online
counterparts.
2. Books are among the primary and legitimate source of information.
3. Newspapers and Magazines are the available on newsstands and convenience store.as
well as the local sidewalk vendors.
4. Audio and Video content and information are accessible through radio, TV, and even
cinemas.
5. World Wide Web is an information system where various forms of information can be
accessed in just a few clicks.
6. Open-collaborative sources are also abundant on the virtual web. This is helpful source
of information, as long as you will use it for non-academic purpose.
7. Social Media has also become a source of information for many people.
8. Indigenous source of information are distinct to communities because knowledge is
shared through oral tradition. To gather information, informal interviews and
pakikipagkwentuhan are done.
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