MIL1 - Introduction to Media and Information Literacy

LESSON 1
Introduction to Media and
Information Literacy
WILLY G. DE L A CRUZ
Teacher II

This module will help you achieve Media and
Information Literacy (MIL) learning competency:
Describe how communication is influenced by media and
information.(MIL11/12IMIL-IIIa-1)
To help you master the competency mentioned above,
you will undergo four lessons:
Lesson 1: Introduction to Media and Information
Literacy
Lesson 2: Media, Society, Culture, and You
Lesson 3: Brief History of Media
Lesson 4: Communication Models and Theories

Multiple Choice. CHOOSE the letter of the best
answer from the given choices.
1.Refers to the communication between two persons,
whether they are verbal or non-verbal.
A.Interpersonal Communication
B.Mass Communication
C.Mediated Communication
D.Face to Face Communication

2. A media literate person can access, analyze, and
respond to a range of media.
A. False
B. True
C. Maybe
D. Neither

3. The first printing press of the world was invented by:
A. Johannes Gutenberg
B. Martin Luther
C. Thomas Edison
D. Isaac Newton

4. Which of the following is an example of interpersonal
communication?
A. The President giving a speech on television.
B. Two friends talking over the phone.
C. A teacher lecturing the class.
D. Two friends talking together.

5. It is an example of an organizational communication.
A. Brand advertisement
B. Memorandum
C. TV Commercial
D. Radio interview

6. Media can influence people and norms.
A. False
B. True
C. Maybe
D. Neither

7. In the communication process, there is always an
interference in the transmittal process. This is called?
A. Buffer
B. Signal Jam
C. Noise
D. Interruption

8. It’s the term commonly used to refer to communication
systems that are configured to create, produce, and
disseminate media texts to mass audiences.
A. Organizational Communication
B. Mediated Communication
C. Interpersonal Communication
D. Mass Communication

9. It’s the term commonly used to refer to communication
systems that are configured to create, produce, and
disseminate media texts to mass audiences.
A. Organizational Communication
B. Mediated Communication
C. Interpersonal Communication
D. Mass Communication

10. Linear communication is a one way communication.
A. False
B. True
C. Maybe
D. Neither

Lesson
1
Media and Information Literacy equips learners with
the 21st century skills needed by them to compete with
the unending developments in technology. In this
lesson, you will be introduced to the basic concepts of
media and information literacy, its history and its
importance to our existence.
Lesson
Introduction to Media and Information
Literacy
1

Lesson
1
WHAT’S NEW
Look closely at the picture below. Examine carefully
how the people communicate and interconnect with
each other. Based on your personal experience, how do
you connect with your family and friends and vice-
versa? Are there any similarities you see in the picture
with how you communicate with each other?

Lesson
1
Photo credit: https://www.google.com/amp/s/ersearchleap.com/analysis-b-2-c-social/media.communication-germany/amp/

Lesson
1
MEDIA MEDIA YOU USE
ACTIVITY 1: Enumerate the Media You Used in
Connecting With Other People

Lesson
1
WHAT IS IT
With the advent of communication technologies in the 21st century,
learners could easily access to information needed by them at their
finger tips. The existence of technology paves the way to communicate
with multiple people from different parts of the world using different
platforms. As Thomas Freidman( ???) wrote in his book The World is
Flat, the internet itself has flatten the world, where people from all
walks of life, location, culture and age can access and exchange the
same information at the same time.
Before we go further, let us familiarize ourselves with basic terms and
concepts associated in communication.

Lesson
1
DEFINITION OF TERMS
COMMUNICATION: pertaine to a purposeful exchange of
information and messages between people or groups of people
by speaking, writing, gestures, and signs.
MESSAGES: refer to any form of communication
(information, feelings, and ideas) passed or transmitted using
a channel. Turow (2007) described them(messages) as a
collection of symbols that appear purposefully organized
(meaningful) to those sending or receiving them.

Lesson
1
MEDIA: are the methods or tools in which information can be
exchanged and communication can be facilitated.
INTERPERSONAL COMMUNICATION: refers to the
communication between two persons, whether they are
verbal or non-verbal.
MEDIATED INTERPERSONAL COMMUNICATION:refers to
the p[rocess where technology stands in between the
parties communicating and becomes the channel by which
the message is sent or received.

Lesson
1
MASS COMMUNICATION: refers to communication systems
used to create, produce, and disseminate media texts to mass
audiences. Traditional forms of mass communication consist of
newspaper, radio, television, and film, it is also understood
that in mass communication, there is no immediate feedback
between the source and the receiver.
ORGANIZATIONAL COMMUNICATION: refers to
communication used in the business environments.

Lesson
1
MEDIA AND INFORMATION LITERACY:
refers to the essential competencies
(knowledge, skills, attitudes) that allow
citizens to engage with media and other
information providers effectively, and develop
critical thinking and life-long learning skills for
socializing and becoming active citizens.

Lesson
1
WHAT’S MORE
There are two types of communication that we usually engage
into: interpersonal communication and Interpersonal
communication. Both are mediated by technology to allow easy
form of fedbacking.
Activity 2: List DownScenarios on Mass Communication and
Interpersonal Communication

Lesson
1
ACTIVITY 2: List Down Scenarios on Mass
Communication and Interpersonal Communication
INTERPERSONAL
COMMUNICATION
MASS COMMUNICATION

Lesson
1
WHAT I HAVE LEARNED
Practice your skills and knowledge further by
answering the attached Learning Activity Sheet on
Introduction to Media and Information Literacy.

Lesson
1
WHAT I CAN DO
To foster better communication in order to develop strong
relationship with other people, create a “talk show” making
your household members are the “guests.” Follow the outline
below in developing your talk show.
Name of the show
Theme of the show
Run time
Topic for Discussion
Name of guests
Guide Questions for the
guests
1.
2.
3.
4.
5.

Lesson
1
Lesson Media, Society, Culture and You
2
WHAT I NEED TO KNOW
In this lesson, you will be exposed to the various influences
of media in our culture and society. In addition, you will
explore examples on how media is used to persuade and
change the level of perceptions of people on things around
them.

Lesson
1
WHAT’S NEW
Advertisements done through technology has
afforded us with opportunities to update ourselves
with the new developments in the world.

Lesson
1
ACTIVITY 3: Look at closely at the posters of cigarette
brands below. Examine them carefully whether they are
effective or not in urging the consumers to buy them.

Lesson
1
POSTER A (KIM) POSTER B
(MARLBORO)
1.. 1)
2. 2.
3. 3.
4.

Lesson
1
WHAT IS IT
There are seven principles of persuasion whish
are used by advertisers to attract people to
patronize theire products(Dr. Robert Cialdini,
???).

Lesson
1
Reciprocity
We are obliged to give if we have been given something.
Scarcity
If it’s scarce, we want it more. Use this by highlighting the
Benefits, Uniqueness, and Possible Loss.
Authority
We are more likely to comply with a request if it is coming from a
perceived authority/expert.
Consistency
We want to be consistent with our past commitments, even if the
initial commitment is much smaller
Liking
We like people who are similar, who give us compliments and
who cooperate with us.
Consensus
If others (especially if similar others) are doing it, then we are
likely to do ourselves.
You may view the video presentation here: https://youtube.com/watch?v=cFdCzN7RYbw (Science of Persuasion)

Lesson
1
WHAT’S MORE
Media serves as an instrument in bringing about
development of a country. It helps promote
advocacies on social issues like anti-bullying, free
education, positive self-image, a healthy life
style, breast cancer awareness, HIV/AIDS, and
others.

Lesson
1
ACTIVITY 4:Watch the advocacy campaign of the
Department of Health Philippines on Family
Planning(https://youtube.com/watch?v=2pNWpoje
bjc,Family Planning TVC 2014). After watching the
video, answer the questions found in the table
below:

Lesson
1
What is the advocacy
message?
What persuasion
technique did it use?
Was it effective or not?
Why?

Lesson
1
WHAT I HAVE LEARNED
Media and Information Literacy provides learners with
ample opportunities on its usability in obtaining
information in an easy manner.

Lesson
1
WHAT CAN I DO
Media can easily influence our way of perceiving things around
us. To demonstrate such effect, choose a song that is
currently popular among the youth. Listen to the lyrics of the
song repeatedly and familiarize yourself with it. Ask yourself
the following questions:
 What is the message of the song?
 Does it enforce positive or negative behavior?
 Considering that the song is very popular, do you think it
will have an effect to the youth? Why?
Write the lyrics of the song below with your answer.

Lesson
1
Lesson Brief History of Media
3
WHAT I NEED TO KNOW
In the previous two lessons, you’ve learned the various
influences of media in the communication processes among
individuals. In this lesson, we will look back briefly on the
history of media and how it evolves through the years; and
its impact to our culture and society.

Lesson
1
WHAT’S NEW ACTIVITY 5: Match Column A
with Column B by connecting them with a line.
COLUMN A COLUMN B
Typewriter
Audio cassette tape
Twitter
Television
Personal Computer
Facebook
Telephone
Instagram
Radio
Phonograph

Lesson
1
WHAT IS IT
The printing press paves the way of easy access to
information ending the elite’s manipulation of knowledge.
The printed words which can now be produced en masse,
and cheaply, have become instrumental in giving birth to
Protestantism, revolutions, the industrial revolution, and
eventually our current state.

Lesson
1
BELOW IS THE TIMELINE OF MILESTONES IN
MEDIA EVOLUTION:
PRE-INDUSTRIAL AGE
1041: Movable clay type printing in China.
1440: The first printing Press in the world by the German
goldsmith Johannes Gutensberg.
1447: First printed advertisement in a book by William
Caxton

Lesson
1
INDUSTRIAL AGE (1700 TO 1930)
1774: Invention of Electric Telegraph by George Louis Lesage
1829: Invention of Typewriter by W.S. Burt
1876: Invention of Telephone by Alexander Graham Bell
1877: Invention of the phonograph by Thomas Alva Edison
1894: Invention of radio by Guglielmo Marconi

Lesson
1
EARLY 1900S: START OF THE GOLDEN AGE OF
TELEVISION, RADIO, AND CINEMA
1918: First colour movie shot “Cupid Angling”
1920: Invention of TV by John Logie Baird and First
Radio Commercial Broadcast by KDKA radio station a
daughter company of Westinghouse Electric and
Manufacturing Company.
1923: The first news Magazine was launched—TIME
1927: First TV transmission by Philo Farnsworth

Lesson
1
ELECTRONIC AGE (1930S TO 1980S)
1940: Community Antenna Television system, early cable
1950: Black and White TV came out and became mainstream
1960: Rise of FM radio
1963: Introduction of audio cassettes
1972: Email was developed by Ray Tomlinson
1973: First handheld mobile phone by John Mitchel and Martin Cooper
1975: Introduction of VCRs (videocassette recorder)
1980: Colour television became mainstream and first online
newspaper—Columbus Dispatch
1981: IBM personal computer was introduced
1985: Microsoft Windows was launched
1986: MCI Mail—first commercial email service

Lesson
1
EVOLUTION OF NEW MEDIA (21ST CENTURY)
1991: World Wide Web came into being by Sir Timothy
John-Berners Lee
1995: Microsoft Internet Explorer was launched
1997: DVDs replaced VCR
2001: Instant Messaging Services
2002: Satellite radio is launched
2004: Facebook; 2005: YouTube; 2006: Twitter; 2007:
Tumblr; 2010: Instagram

Lesson
1
WHAT’S MORE ACTIVITY 6:List down any
Communication Medium or Platform( with a brief description) not
included on the list of timeline of milestones in Media Evolution.
MEDIA/PLATFORM DESCRIPTION

Lesson
1
WHAT I HAVE LEARNED
To put into use the things you have learned, answer
the attached Learning Activity Sheet on Introduction
to Brief History of Media.

Lesson
1
WHAT I CAN DO
Choose a social media platform that you are
comfortable with and post the Media Evolution Timeline
you have created with a brief description. Submit the
link to your instructor.

Lesson
1
Lesson Communication Models and Theories
4
WHAT I NEED TO KNOW
To enhance your knowledge on the use of technological communication
, this lesson will tour you to basic communication models and
theories. After the lesson, you should be able to understand the three
types of communication model and create your own communication
process model.

Lesson
1
WHAT’S NEW ACTIVITY 7: Match the description
in Column A with the illustration in column B by connecting them
with a line.
COLUMN A COLUMN B
LINEAR MODEL
 One way communication
 Used for mass communication
 Senders send message and receivers
receive only
 No feedback
 Concept of noise
TRANSACTIONAL MODEL
 Used for interpersonal communication
 Senders and receivers interchange roles
 Simultaneous feedback
 Context of environment and noise
 Feedback is taken as a new message
INTERACTIONAL MODEL
 Used for new communications like
internet
 Slower feedback in turns
 Concept of field of experience
 Known as convergence model
 Communication becomes linear if
receiver does not respond

Lesson
1
WHAT IS IT
The three basic communication models:Linear Model,
Transactional Model, and Interactive Model. Below is
an illustration that shows the descriptions as well as
the pros and coms of each model.

Lesson
1

Lesson
1
WHAT’S MORE ACTIVITY 8: Based on
personal experience, provide a Scenario for Each
Model. LINEAR COMMUNICATION TRANSACTIONAL MODEL INTERACTIONAL MODEL

Lesson
1
WHAT I HAVE LEARNED
To demonstrate your knowledge on Media and
Information Literacy, answer the Activity Sheet on
Communication Models and theories.

Lesson
1
WHAT I CAN DO
To conclude this lesson, choose one communication
model and create a scenario (video, an audio
recording, a comic strip, a script, a poste)
illustrating your chosen model. The, send it to your
teacher.

Lesson
1
SUMMARY
 People have to be media literate, information literate, and
technology literate to live a full life in the 21st century.
 Media and information literacy will enable us to access, analyze,
and respond to a range of media which will make us enjoy them
more.
 The 21st century is about access to information. The challenge is
in getting the right information by analyzing and filtering.
 Communication theories and models continues to evolve with
the development of different technologies.
 Media can influence individuals, societies, and culture. It serves
as a good tool to engage citizens into responding to social
advocacies and development issue

Lesson
1
Thank you for
listening

MIL1 - Introduction to Media and Information Literacy

Recommended

Recommended

More Related Content

Similar to MIL1 - Introduction to Media and Information Literacy

Similar to MIL1 - Introduction to Media and Information Literacy (20)

Recently uploaded

Recently uploaded (20)

MIL1 - Introduction to Media and Information Literacy