mEDIA AND INFORMATION TECHNOLOGY SHS HUMSS

1. Lesson 8 - Legal and Ethical Issues in Media and
Information
Have you ever shared an inspiring photo or quote on Facebook? Or Instagrammed a
meme you found online? A lot of what we consider everyday media culture is built on this
kind of casual information and content sharing. However, in those moments, did you ever
think about where that content came from or if you were even allowed to use it? What
happens when what you are sharing is someone else’s property? Or could harm
somebody?
The media and information age, especially the Internet, gave tons of people access to
tools for communication and media creation but also opened up many legal loopholes
and ethical challenges. Given its widespread use and the vast majority who now have
access to an array of information, media and information has been the subject of legal,
ethical, and societal problems. While its positive implications are undeniable, there are
issues that come along with it.

2. What I Need to Know
Learning objectives
By the end of this lesson, you will:
1. Cite practical situation when to apply
knowledge in intellectual property, copyright, and
fair use guidelines; and
2. Create a campaign ad to combat digital divide,
addiction, and bullying (MIL11/12LESI-IIIg19)

3. What’s In
Review
In the previous lesson, you have learned that meanings are
produced through the use of codes and conventions and
that media carry these meanings along with the messages or
information they relay. All the codes, conventions, and
languages are tools for understanding and interpreting
media contents or messages, tools that are essential in
creating a sound and valid content analysis. With numerous
information that is available today, being able to sensibly
understand media content would provide media consumers
more effective ways of selecting and utilizing information.

4. Activity 8.1: The following terms are all associated
with the ethical and legal use of media and
information. These concepts will be discussed in
this lesson. But before you proceed, try to figure
out what these terms are by filling out the blank
boxes

5. What is It
Discussion
Intellectual Property
Intellectual property (IP) refers to creations of the mind, such as
inventions; literary and artistic works designs and symbols, names and
images used in commerce
Types of Intellectual property
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. An author may grant or sell those rights to others,
including publishers or recording companies. Violation of a copyright is
called infringement.

6. Types of Intellectual property
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. An author 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 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 date of broadcast
Trademark Valid for 10 years and may be renewed
for periods of 10 years
Invention Patent Valid for 20 years from Filing date
Application

7. Plagiarism
Plagiarism is 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
1. The Ghost Writer -The writer turns in another’s work, word-for-word, as his or
her own.
2. The Photocopy- The writer copies significant portions of text straight from a
single source, without alteration.
3. The Potluck Paper- The writer copies from several different sources, tweaking
the sentences to make them fit together while retaining most of the original
phrasing.
4. The Poor Disguise- The writer has altered the paper’s appearance slightly by
changing key words and phrases.
5. The Labor of Laziness - The writer takes the time to paraphrase most of the
paper from other sources and make it all fit together.
6. The Self-Stealer- The writer “borrows” generously from his or her previous work.

8.  Sources Not Cited(BUT STILL PLAGIARIZED)
1. The Forgotten Footnote - The writer mentions an author’s
name for a source, but neglects to include specific
information on the location of the material referenced.
2. The Misinformer - The writer provides inaccurate information
regarding the sources, making it impossible to find them.
3. The Too-Perfect Paraphrase- The writer properly cites a
source, but neglects to put in quotation marks on text that
has been copied word-for-word, or close to it.
4. The Resourceful Citer- The writer properly cites all sources,
paraphrasing and using quotations appropriately. The catch?
The paper contains almost no original work!
5. The Perfect Crime- The writer properly quotes and cites
sources in some places, but goes on to paraphrase other
arguments from those sources without citation.

9. Activity 8.2: Case Study
Directions: Answer the questions briefly. Write your answers in a separate sheet of paper
Case 1: Plagiarism
Read the following articles on a case of plagiarism: "UP student plagiarizes prize- winning
photos" (Source Link: https://www.rappler.com/move-ph/39566-up-student- admits-
plagiarized-photos)
After reading, answer the following questions:
1. First article: "UP student plagiarizes prize-winning photos"
• In what competition did Solis send in his plagiarized work?
• What sanctions did he receive from the organizing committee? Describe his
actions.
• Do you think technology and the internet have made plagiarism easier? Do you
think technology has made people more or less creative? Explain your answer by citing
examples.
2. Second article: "UP grad in photo plagiarism gets redemption"
• According to the article, how did Solis redeem himself? What job did he have?
• What project did he help?
• What is there to learn about the life of Solis?

10. Fair Use
Fair use means you can use copyrighted materials without
license only for certain purposes. These include:
1. Commentary
2. Criticism
3. Reporting
4. Research
5. Teaching
Guidelines for Fair Use
• A Majority of the content you create must be your own.
• Give credit to the copyright holder
• Don’t make money off of the copyrighted work

11. Activity 8.3: With what you have learned so far, cite a situation,
which is most likely for you to experience, where you could apply
your knowledge on intellectual property right, copyright, and fair
use guidelines. Include a simple illustration of such situations.
Responsible Digital Citizenship
Digital citizenship refers to having the appropriate knowledge and skills
to effectively use digital technologies to communicate with others,
participate in society and create and consume digital content.
Responsible digital citizenship is essential, especially now in the face of a
technology-saturated world, to helping media and information
consumers achieve and understand digital literacy, as well as ensuring
cyberbully prevention, online safety, digital responsibility, and digital
health & wellness. Let’s go through some of the aspects of digital
citizenship below: please

12. Netiquette
Netiquette, or network etiquette, is a set of socially
constructed rules and norms for behaving and
communicating responsibly in an online environment.
Simply stated, it is the etiquette of cyberspace. While not all
of these rules hold legal power nor are strictly enforced, it is
important that you, as a media consumer, have a well-
defined set of guidelines that helps keep you or the people
you know in check in terms of your online activity and
presence.
Consider the following "rules," adapted from Virginia
Shea's The Core Rules of Netiquette, whenever you
communicate in the virtual world.

13. Rule 1: Remember the human
The impact of the advent of technology is a double-edged
sword – an ironic one, that is, as it brings people together
who otherwise cannot meet, however at the same time,
mediated communication makes human interaction less
personal. When you communicate electronically, all you see
is a computer monitor, laptop screen, or a phone display.
Your non- verbal cues in personal interaction – facial
expressions, gestures, and tone of voice – now take the form
of words, videos, or words. Today, in an era that much of our
communication happens online or electronically where we
most often just face devices, it is easy to forget that those at
the receiving end of the line are actual human beings.
Somehow this electronic barrier gives people misplaced
boldness resulting to a cruder and often offensive behavior
online or over the phone.

14. Rule 2: Adhere to the same standards of behavior online that
you follow in real life
Good netiquette is derived from the same standards set in
real life. While it can be argued that standards of behavior
may be different in the virtual world, they certainly should not
be any lower. In real life, we are constantly reminded to be
respectful to other people, mindful of our words, follow the
law, and other societal rules. This holds true for cyberspace
etiquette as well. Further, actions have consequences.
Whatever is deemed illegal or irresponsible in real life is most
probably deemed the same in the online world. While the
chances of getting caught or punished may be slim, your
accountability and liability for your actions aren’t totally
erased. Thus, you should do your best to act within the laws
and ethical standards in online environment just as you would
in real life.

15. Rule 3: Know where you are in cyberspace
The Internet may be as vast as the earth’s oceans or the outer
space with parts least visited, not discovered, and some deemed
even dangerous. Today, you are presented with a wide array of
internet domains and websites. While there may be millions of it on
the Internet, they can easily be categorized according to content or
intended audience. In this context, your manner of interaction may
differ from one domain to another. What's perfectly acceptable in
one area may be dreadfully rude in another and depending on
where you are in the virtual world, the same written communication
can be acceptable in one area, where it might be considered
inappropriate in another. For example, in most TV discussion
groups, passing on idle gossip is perfectly permissible. But throwing
around unsubstantiated rumors in a journalists' mailing list will make
you very unpopular there. And because Netiquette is different in
different places, it's important to know where you are.

16. Rule 4: Respect other people's time and bandwidth
Have you ever felt that time passes faster now than it does
before? Have you ever felt like days pass even more swiftly and
that sometimes, our 24 hours in a day seems like less than it really
is? Cliché, but your observations are valid. In this fast-paced time,
people are pushed to squeeze in school, work, social life, chores,
errands to run, sleep, personal wellness, and more all in 24 hours.
That is why time seems to pass twice as fast as it did before
because of all the essential things we have to accomplish in a day.
In the context of netiquette, whenever you post something online or
send a message to someone, you’re taking up a few precious
minutes from the already limited time of another. Electronic
communication takes time: time to read and time in which to
respond. Most people today lead busy lives, just like you do, and
don't have time to read or respond to frivolous emails or discussion
posts. Thus, it is you responsibility to ensure that the time reading
your message or post isn’t a waste of anyone’s time.

17. On the other hand, the word "bandwidth" is sometimes used synonymously
with time, but it's really a different thing. Bandwidth is the information-carrying
capacity of the wires and channels that connect everyone in cyberspace (Shea,
1997). However, these bandwidths have a limit as to the amount of data it can
carry at a given moment. All those unnecessary data uploaded in cyberspace is
taking up space in the bandwidth that could’ve been reserved for more valuable
data.
Rule 5: Make yourself look good online
In the real world, other people’s immediate judgment of you would be based
off of your physical appearance, your demeanor, how you speak, how you carry
yourself, or even how you dress. In the virtual environment, you will be judged by
the quality of your writing or the content that you post. Both worlds are filled with
prying eyes, whether we like it or not, thus we need to be mindful of what we call
our “virtual self”. So, keep the following tips in mind:
 Always check for spelling and grammar errors
 Verify the truth of what you are posting or sharing
 Know what you're talking about and state it clearly
 Be pleasant and polite

18. Making yourself look good online does not mean you are pretending
to be someone else for others to like you, rather it means that you ought
to step up in making sure that content you produce should reflect that of a
responsible digital citizen until such time that it becomes your lifestyle.
Rule 6: Share expert knowledge
The strength of the Internet is the extent of the information it offers
and various sources these information come from. While credibility issues
are a concern, the Internet, as an overall knowledge bank, continues to
grow and expand as experts contribute facts that people constantly
consume. Although netiquette lists several red flags, sharing your
knowledge on something doesn’t count as one. So do your part – share
what you know! When you post a question and receive intelligent
answers, share the results with others. Are you an expert at something?
Post resources and references about your subject matter. Recently
expanded your knowledge about a subject that might be of interest to
others? Share that as well.

19. Rule 7: Help keep flame wars under control
"Flaming is what people do when they express a strongly
held opinion without holding back any emotion." (Shea, 1994).
Flamers, from the name itself, add fuel to the flame – they
provoke people whose opinions are different from theirs, these
are the people who express their opinion in an aggressive or
offensive manner usually resulting to “flame wars” where two or
three people exchange angry posts between one another.
You have to remember though that exercising one’s right to
self-expression isn’t a bad thing in itself. There is a thin line
between expressing your opinion in a respectful manner and
attacking the opposing party to prove your point – that line
something you have to keep in mind whenever you are
confronted with a disagreement with someone online.

20. Remember, do not feed the flames; extinguish them by
guiding the discussion back to a more productive direction.
Furthermore, opinions are always welcomed to be voiced out
but at the end of the day, parties may just agree to disagree
and end a conversation in a decent way.
Rule 8: Respect other people's privacy
Privacy is a human right. Much like how you do not want
your phone opened just by anyone or your messages read by
someone without your permission, other people value their
privacy as well. That is someone you have to always
remember especially in cyberspace where you get to access
loads of information. The advent of the Internet has put
everyone almost everyone’s lives under a microscope. Even
so, information that are private in nature must remain private
and that is a right the needs to be asserted – a right that
everyone is afforded.

21. Wherever you are in the online world, you may be exposed
to some private or personal information that needs to be
handled with care. Ask yourself: What do you think would
happen if this information "got into the wrong hands?"
Embarrassment? Hurt feelings? Loss of a job? Just as you
expect others to respect your privacy, so should you respect
the privacy of others as well.
Rule 9: Don't abuse your power
Just like in the real world, people in cyberspace have their
own influence and power – some with power greater than
others. These people are the technology wizards, experts with
years of experience, and system administrators, among others.
If you are one of these people or if you are someone with
knowledge powerful enough to expertly navigate through
cyberspace, remember that knowing more than others do not
give you the right to take advantage of them.

22. Rule 10: Be forgiving of other people's mistakes
Not everyone has the same amount of experience working in the virtual world.
And not everyone knows the rules of netiquette. As you move along and around
cyberspace, at some point, you will bump into a ridiculous post, a nonsense
photo, a poorly constructed sentence, or a stupid question. When this happens,
learn to carry an understanding attitude. Practice tolerance when you see minor
and forgivable mistakes. If you feel compelled to correct and respond to a
mistake, do so preferably in private and as politely and respectfully as possible.
Moreover, always choose your battles wisely. Not every mistake or opposing
opinion you see on the Internet needs your reaction. Do not sweat over the small
stuff or things that do not have much weight and just let it slide. Conversely, learn
to admit your mistakes as well should there be instances when you commit one.
No one is perfect, and so are you. So practice changing your opinion when
presented with facts and learn to acknowledge your errors or inaccuracies.

23. Alternatively, you can follow the THINK acronym to guide you on how you show behave and interact on
the Internet or on social media. This applies to everyday communication too, whether you’re talking to work
colleagues, family, or friends.
THINK
T – Is it true?
 Is this fact or is it really an opinion or feeling?
 Know and be clear before you speak
H – Is it helpful?
 Will it just aggravate the situation if you do talk about it or post a rant about it?
 Does it help you, them, or the situation?
I – Is it inspiring?
 Will people be in awe after reading your status?
N – Is it necessary?
 There are things that are better left unsaid.
 Some people are making their social media account as daily/ routinely diaries
K – Is it kind?
 What is your motivation for communicating?
Other helpful questions to consider:
 Am I saying this from a place of anger? Am I being respectful?
 Who is my audience? Who else might be able to hear, see, or read this?
 How might what I’m saying appear to others?
 Could someone misinterpret what I’m saying?
 What am I saying about myself with these words?

24. Activity 8.4: Read and understand the comic strip below. Answer the questions that follow on
a separate sheet of paper.
Source: Carnegie Mellon University, Lesson 7: Netiquette (2017). Retrieved on June 26, 2020 from
https://www.carnegiecyberacademy.com/documents/Lesson7_Netiquette.pdf
1. What are the differences between talking to your friends or family over the
Internet and talking to them in person?
2. What could Erika have done to avoid this situation?
3. What could Alan have done to avoid this situation?

25. Digital Divide
Digital Divide is an inequality or disparity between demographic groups in
terms of access to, use of, or knowledge of ICT. Different segments have varying
levels of knowledge and access to digital developments due to a number of factors
which include, but not limited to: race, age, education, income, socioeconomic
status, and geographical location. Digital divide may further be grouped into three
divisions, as relayed by The Manila Times writer Noemi Lardizabal-Dado (2019):
The digital native and the digital immigrants
The people born in the Internet and digital technology age are who we call as digital natives. The
term is often used synonymously with ‘Millennial’, though not all digital natives are millennials
and not all millennials are digital natives. Regardless, digital natives are those that are immersed
in digital technology growing up making them more knowledgeable and comfortable in the digital
age. Digital immigrants, on the other hand, are those born before the widespread adoption of
computers and the Internet and has had to adopt digital technology later in life. Due to the gap in
generations, not excluding other factors, digital immigrants are considered to be less technically
able than digital natives.

26. There may have been a time in your life when your parents or elder relatives
asked you to teach them what to click on their mobile phone or how to navigate
through the Internet. That is an example of a digital divide between digital natives
and digital immigrants. This divide doesn’t necessarily mean that the elderly do
not have access per se but some are simply not comfortable with the use of
digital devices and the Internet. However, this does not hold true to some as
there are digital immigrants who accepted the advent of technology and sought to
learn to adapt to the digital age.
The digital rich and the digital poor
A huge part of the digital divide, especially in developing countries such
as the Philippines, is the differences in socioeconomic status of social
groups. The financial capacity of an individual affects his ability to purchase
a gadget and a reliable Internet access. Smartphones are getting more
affordable but a stable Internet access is still a work in progress (Dado,
2019). Technology has made numerous positive implications in education,
healthcare, transportation and many more. Learning materials and resources
may now be conveniently accessed online, technology has also paved way
for advancements in medicine and healthcare, transportation is now made
more convenient and comfortable. While many are able to enjoy and adapt to
all these developments, sadly, a lot more are struggling to keep up. Day by
day, as we face a world of inequality and injustice, this gap widens even
more.

27. On a more personal level, you may have known a student who have struggled to do a
homework or submit a project because it involves a certain device or it needs Internet
connection. Perhaps a friend? A classmate? A neighbor? Or that someone may even be you.
Access to all the Internet and all these technological advancements is a privilege not all
are able to afford. In a country like the Philippines where a huge chunk of our population falls
below poverty line, acquiring digital devices, let alone securing a stable Internet connection, is
at the bottom of the list of priorities.
The digital skilled and the digital unskilled
A discrepancy in terms of digital skills occurs because of the lack of funds and
opportunities. Similarly to the aforementioned, lack of digital skills may stem from an
individual’s socioeconomic status. A person belonging to a family falling below poverty line
would most probably have less to no access to digital devices and stable Internet connection. In
effect, he will fall behind on updated information, up-to-date learning resources, and even
on job openings. This limited access to information would also limit his door of opportunities to
learn and improve his skills. However, being poor is not a death sentence. Difficult as it may
seem, this gap may be narrowed if an individual is eager and hardworking enough to hurdle
constraints and seek learning for himself. For instance, enrolling on free online courses, self-
earning, and even on-the-job training. People try to overcome financial challenges to become
digitally skilled.

28. Activity 8.5: Answer the following questions briefly and write your answers in a
separate sheet of paper.
1. Cite a real-life situation, whether a personal experience or that of someone you
know, showing the existence of digital divide.
2. Which among the mentioned three groups do you think that situation belongs?
3. Suggest a way to help narrow such digital gap.

29. Internet Addiction
Merriam-Webster Dictionary defines addiction as “a compulsive, chronic,
physiological or psychological need for a habit-forming substance, behavior,
or activity having harmful physical, psychological, or social effects.” When we
speak of addiction, we commonly associate it with substances like
recreational or illegal drugs. However, due to the widespread use of the
Internet, the digital age has ushered an addiction that has become a growing
concern in the society – Internet Addiction.
Internet addiction may come in different forms such as social media
addiction, video game addiction, cybersex or online sex addiction, and online
gambling addiction. Undeniably, the Internet has introduced to society a
whole new human experience. Aside from its educational and informational
functions, the Web has offered media users a higher and more enjoyable
level of recreation with all the games, social media, and even online
shopping, which, in effect, makes users more glued to their devices.
Moreover, thanks to smartphones and mobile internet data services, people
can now access these almost anytime, anywhere! More and more individuals
are now developing a heightened dependence with these evolving
technologies, some at a manageable level but others at an alarming degree
opening the possibility of having their devices and the Internet interfere with
their daily activities.

30. Internet addiction may be developed due to several factors like
stress, anxiety, depression, other forms of addiction, lack of social
support, or lack of parental guidance, or inactivity. These are some of
the signs and symptoms of Internet addiction you may want to be
mindful of:
 Being less conscious of time spent online or with gadgets that
enable Internet access
 Failing to complete tasks or activities intended to be finished at
the time you were using the Internet
 Having less time with friends and family
 Lack of remorse for your excessive Internet use
 Feeling more excited with Internet activities rather than real-life
or physical activities

31. Activity 8.6: Self-Test
Instructions: Take the self-quiz on Internet Addiction
found in this website: https://www.mind-
diagnostics.org/internet_addiction-test. Afterwards,
answer the questions that follow:
1. Based on your result, how would you assess yourself
in terms of Internet usage and Internet addiction?
2. How would you improve your digital and online
habits?
3. What ways can you suggest to your peers to avoid
developing Internet or computer addiction?

32. Cyberbullying
In 2012, a certain college student gained infamy after a video of her
allegedly shouting at a female security guard at LRT-2 Santolan went viral. She
was subjected to severe ridicule, hateful messages, and even threats and
because of the abuse she was getting on media, she deactivated all her social
media accounts and even refused to leave her home. In 2013, a 12- year-old
Fil-Am student from New York took her own life after she was bullied due to a
video uploaded on YouTube where she was shown arguing with another
classmate. In 2017, a Grade 8 student from Ramon Torres National High
School (RTNHS) in Negros Occidental ended his own life because of cyber
bullying after being bullied and sent disturbing messages accusing him of
stealing his classmate’s computer tablet.

33. Online violence, cyber bullying and digital harassment affect over 70 percent
of young people globally, according to the United Nations Children’s Fund
(UNICEF), as it called on internet users to “be kind online” and prevent this form
of violence. These cases are only a tiny fraction of this figure, just a few out of
the countless victims of cyberbullying with some still constantly battling the pains
and demoralization while others, in extreme cases, succumbing to suicide.
By definition, cyberbullying is a type of offensive action toward another
which takes place using electronic technology (Liquigan, 2016). This occurrence
can trigger traumatic experiences for the victims just like bullying in real life.
Cyberbullies post or send hateful and mean messages as well images which are
deliberately meant to mock, ridicule, embarrass, hurt, or attack a person. What’s
worse about cyberbullying is that online content used by cyberbullies may stay
on the Web for a long time. Even if the original content may be deleted,
screenshots or copies of it may continue to circulate on social media or on the
Internet. This makes it harder for victims to move forward if the things that
traumatizes them constantly resurfaces on the Web. Cyberbullying and bullying
in general also feed “a continuum of damaging behavior.” Victims of
cyberbullying are more likely to abuse drugs and alcohol, skip school, receive
poor grades and experience low self-esteem and health problems.

34. As a conscientious person and a responsible media consumer and producer, it is
your unspoken duty to refrain from and denounce cyberbullying. Moreover, to further
avoid cyberbullying, you can promote proper netiquette to your peers, foster mutual
respect and courtesy by avoiding flame wars, and be vigilant against people’s
intention to harm other netizens.
Activity 8.6: Name two of the possible health-related effects that cyberbullying
can have on a victim and explain each.
Activity 8.7: Analyze the graphic below and answer the questions that follow briefly.
Write your answers in a separate sheet of paper

35. Guide questions:
1. What issues do you see in the poster?
2. What possible dangers and issues in the picture?
3. Which of these issues have happened to you or to your friends? Why did they
happen?
Activity 8.8: Explain what each photo represent and what rule of netiquette is
violated. Explain how the issues implied in these photos affect media
consumers like you. Write your answers on a separate sheet of paper.

36. Activity 8.9: Case Study on Cyberbullying
Read the news article about Robert Blair Carabuena and the Metropolitan Manila
Development Authority Aide Fabros: "Carabuena: From bully to cyberbullying
victim (Resource link: https://news.abs-cbn.com/lifestyle/08/23/12/carabuena-
bully- cyberbullying-victim)
After reading, answer the following questions:
• What did Carabuena do that made netizens angry?
• Describe the acts of cyber bullying that the netizens did to Carabuena. Do you
think their actions are justifiable? Defend your answer.
• How did the incident affect Carabuena's life?
• Do you think technology and the Internet has made bullying easier?
• Give one suggestion to avoid cyber bullying and give one suggestion to avoid
being a cyberbully.

37. What I Have Learned
Generalization
Complete the sentence stem below.
1. Plagiarism is a legal violation of
2. Practicing good netiquette entails
3. Digital Divide, Internet Addiction, and Cyberbullying are pressing
concerns in media and information today because

38. Creating a Social Media Campaign
The Internet and social media have been efficient mediums not only in social
networking or marketing products and services but also in lobbying certain
advocacies and campaigns. In this activity, you are to create a 3-week social
media campaign which aims to combat any of the following issues (Choose
only one):
A. Digital Divide
B. Internet Addiction
C. Cyberbullying
Read along and follow the instructions specified on the next page.

39. 1. Before starting the campaign, draft a campaign plan containing the following parts:
I. Goal of the campaign
• Set your campaign goals
• What do you aim to achieve by the end of your campaign?
II. Target audience
a. Understand your ideal target market
b. What demographic, age bracket, or groups of people do you intend to mainly target
with your campaign?
III. Channel
• Choose your social media channel
• Will you use Facebook? Instagram? Twitter? YouTube? TikTok? Or all of them?
IV. Content Creation
a. For the span of the 3-week campaign, you are to produce three outputs:
1) Photograph, 2) Infographic, and 3) 1-minute video infomercial.
b. Conceptualize what focus each output should contain and decide on what week you
will upload your outputs. You should be able to publish one output per week.
V. Create a calendar
a. Your social media campaign must work on a 3-week schedule. In this part of your plan, outline
your activities and content from beginning to end.

40. 2. By the end of the campaign, you are to create an accomplishment report with the
following parts:
I. Social media analytics
• Report the campaign’s social media reach (likes and shares) and engagement (shares and
comments) of the posts.
II. Assess the overall impact of the campaign. Was your goal achieved? Did the campaign
reach your intended audience? Were you able to get your message across?
III. Identify the challenges and difficulties you encountered in planning and executing the
social media campaign
IV. Lastly, suggest ways on how you can improve future social campaigns.
Encode and print these reports on an A4-sized bond paper. Attach with your report the
grading rubric found on the next page.

41. Assessment
Posttest
I. MULTIPLE CHOICE. Identify the correct answer to the following questions. Write the letter
of your choice on the space before the number. Read more on your LAS….
What’s In the Law?
Our Intellectual Property Rights are anchored on an actual law. In this activity,
you will further look into the actual law the where these rights are rooted. Follow
the instructions below:
1. Read the “The Intellectual Property Law of the Philippines”
Link: https://www.chanrobles.com/legal7code.htm#.XvXAbCgzbDc
1. Answer the following questions and write them on a separate sheet of paper:
a. What are example of copyright protected works under the Philippines Law?
b. What are example of works not protected by copyright?
c. What is the difference between original works and derivative works?
d. As a student, how can you promote ethical use of media and information?

42. End of Module