MIL 3

• Media


  The physical objects used to communicate with, or the mass communication through physical objects and used to communicate messages
• Information


  Knowledge that a person gets about someone or something. A broad term that covers processed data, knowledge derived from study, experience, instruction, signals or symbols
• Literacy


  The ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Skill
• Communication simply means the act of transferring information from one place, person or group to another. Communication plays a pivotal role in human development. Humans have always communicated with one another even before traditional media were developed
• SMRCE Model


  By Rogers and Shoemaker, 1971
• Communication components


  • Sender
  • Message
  • Channel
  • Receiver
  • Effect
• Media


  Derived from the Latin word medius, which means "middle". It is the plural of medium, which refers to the tool people use to mediate or the transfer of communication between a sender or a receiver
• Functions of media


  • A source of credible information
  • Are vehicles that carry messages
  • Serves as channels which people use to send/receive information
• Mass media


  A type of media used to reach a large audience. (Example: Newspapers)
• 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 literacy


  Set of abilities which require individuals to recognize when information is needed and locate, evaluate, and use it effectively to 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 access, manage, integrate, evaluate, create and communicate information
• What do we communicate?

  How do we communicate

  What can we use to communicate?

  • Information

  Media

  Technology
• 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. Set of perspectives, depends on the critical thinking of an individual
• Knowledge structures


  • Set of organized information in your memory

  Tools and skills to build knowledge structure

  Raw materials (information from media, books, real world, experiences)

  Willingness (personal focus to gain knowledge, our choice to learn)
• Essential skills that enable people to use media

  • Access (skills to engage with media, need gadgets and internet)

  Analyze (need to learn to analyze everything)

  Evaluate (analyze/evaluate the information)

  Create media (blogs, graphics, etc.)
• To build active, rather than passive consumers of media
• Technological determinism


  A theory that believes technology is a steering factor in how a society develops its structure and values
• Marshall McLuhan's 4 epochs (the evolution of media)

  • Tribal age (prevalence of oral communication, auditory senses)

  Age of literacy (introduction to phonetics, dominance of sight)

  Print age (invention of Gutenberg press, dominance of visual space)

  Electronic age (dominance of electric media, invention of television)
• Information age/new media


  Products and services that provide information or entertainment using computers or the Internet. Digitally produced as interactive and requires at least a two-way communication. Transforming the end users of media from being mere "receivers" of messages into "senders" who are also able to create content themselves
• Three keys of innovation (Dr. W. James Potter, 2008)


  • Affordable personal computer (or any gadget)

  Digitization of information

  Internet
• Data


  Unstructured facts and figures that create the least impact on the receiver. Become information when they are categorized, calculated, and condensed
• Information


  Data organized with relevance and purpose, made meaningful by a person
• Knowledge


  Refers to the human understanding of a subject matter derived from experience, learning, and thinking
• Information literacy


  A set of abilities that enables individual to recognize when information is needed; and locate, evaluate, and use effectively
• How can we be information literate?

  • Check validity, reliability, accuracy
• Information is a source of learning and is considered a benefit; but when unorganized, unprocessed, and unavailable it becomes burden (William Pollard)
• Privacy


  A state of being alone or being away from public attention
• Accuracy


  Relates to the correctness of the information source to the details of the information
• Plagiarism


  To use the words or ideas of another person as if they were your own words or ideas
• Information skills


  • Understand the need for information

  Know the resources available

  Find information effectively

  Evaluate results

  Work with or exploit results

  Understand ethics and responsibility of use

  Communicate or share findings

  Manage findings
• Mass media


  Used to reach a large number of audience
• Forms of print media


  • Book

  Newspaper (broadsheet, tabloid)
• Footnotes, appropriate writing techniques, and presentation styles


  Important in providing your audience with a wider perspective regarding your information
• Cloud storages


  Dropbox, OneDrive, Google Drive - used to store gathered information for future purposes
• Types of Media


  • Mass Media
  • Print Media
  • Broadcast Media
  • Outdoor Media
  • New Media
• Print Media


  Involves the usage of physical medium such as paper, cloth, etc.
• Forms of Print Media

  • Book
  • Newspaper
  • Magazine
  • Journal
• Broadsheet


  Newspaper with a large format, 22/24 inches long (e.g. Manila Bulletin, Inquirer, The Philippine Star)
• Tabloid


  Newspaper that measures half size of a broadsheet (e.g. Abante, Bulgar, Star Ngayon)