WEEK 1-mil

• Marshall McLuhan: 'The medium is the message'
• Marshall McLuhan wrote 'The medium is the message'


  1964
• How messages are received


  May be affected by the medium
• Users'/audiences' own background/experience


  May affect the interpretation of messages
• An important first step in becoming media and information literate is to understand how information, ideas, and meaning are communicated through and by various media and other information providers, such as libraries, archives, museums, and the Internet
• Medium


  Has its own 'language' or 'grammar' that works to convey meaning in a unique way
• Language


  The technical and symbolic ingredients or codes and conventions that media and information professionals may select and use in an effort to communicate ideas, information, and knowledge
• Genre


  A class of things that can be broken down into subcategories, tends to be understood to constitute particular conventions of contents and to follow a distinctive style in terms of form and presentation
• Primary genres that media creators and producers invoke

  • Entertainment
  • News
  • Information
  • Education
  • Advertising
• News stories


  • Have critical importance to community and national life
  • Told following the basic structure of beginning, middle, and end
  • Journalists are expected to be objective, comprehensive, and bias-free
  • Work for newspapers, radio stations, televisions, and lately, online or web-based news services
• Major Divisions for News stories

  • Hard or straight news
  • Feature
  • Soft News
  • Investigative News
  • Opinion
• Entertainment


  Derived from the French word "entretenir," which means "to hold the attention, keep busy, or amused"
• Movie genres


  • Action
  • Adventure
  • Comedy
  • Drama
  • Horror
  • Romance
  • Thriller
  • War/Conflict
• Action movies


  • Require stunts, set pieces, explosions, guns, and karate
• Adventure movies


  • Are usually built around a quest
• Comedy films


  • Usually are written with a few laughs at a scene
• Drama


  • Is regularly mashed up with other genres because most movies and TV rely on character-driven stories to keep the audience involved
• Horror film


  • Focuses on adrenaline rides for the audience that dial in the gore, scares, and creative monsters
• Romance movies


  • Are about people coming together, falling apart, and all the hurdles in between
• Thriller movies


  • This is usually linked with horror, action, and drama, but thrillers are about exciting situations that have constant danger
• War/Conflict movies


  • Are about POWs, men in foxholes, tanks, and planes
• Copyright


  A legal device that gives the creator of a literary, artistic, musical, or other creative work the sole right to publish and sell that work
• Copyright owners


  • Have the right to control the reproduction of their work, including the right to receive payment for that reproduction
  • May grant or sell those rights to others, including publishers or recording companies
• Violation of a copyright is called infringement
• REPUBLIC ACT 8293 - INTELLECTUAL PROPERTY CODE OF THE PHILIPPINES
• Copyright validity period

  • Literary Works: During the lifetime of the author plus 50 years after the death
  • Art: 25 years from the date of creation
  • Photographic work: 50 years from publication
  • Audio-Visual Work: 50 years from publication
  • Sound Recording: 50 years from year recording took place
  • Broadcast Recording: 20 years from the date of broadcast
• Trademark validity period


  • Valid for ten years and may be renewed for periods of 10 years
• Invention Patent validity period

  • Valid for 20 years from the Filing date application
• Plagiarism


  An act or instance of using or closely imitating the language and thoughts of another author without authorization, the representation of that author's work as one's own, as by not crediting the original author
• Types of Plagiarism


  • Sources Not Cited: The Ghost Writer, The Photocopy, The Potluck Paper, The Poor Disguise, The Labor of Laziness, The Self-Stealer
  • Sources Not Cited (But still plagiarized): The Forgotten Footnote, The Misinformer, The Too-Perfect Paraphrase, The Resourceful Citer, The Perfect Crime