By Carren Serran and Michael Sherwin Carreon

1. MEDIA AND
INFORMATION SOURCES
Submitted by: Carren Serran and Michael Sherwin Carreon

3. INDIGENOUS KNOWLEDGE
• The term ‘indigenous knowledge’ is used to describe the knowledge
systems developed by a community as opposed to the scientific
knowledge that is generally referred to as ‘modern’ knowledge (Ajibade,
2003)
• It is the basis for local-level decision making in agriculture, health care,
food preparation, education, natural resource management, and a host of
other activities in rural communities.
• IK contrasts with the international knowledge system generated by
universities, research institutions and private firms.

4. INDIGENOUS MEDIA
• Also known as community media, is any form of media that is created and
controlled in the community, for the community, about the community
and by the community.
• May be defined as forms of media expression conceptualized, produced,
and circulated by indigenous peoples around the globe as vehicles for
communication, including cultural preservation, cultural and artistic
expression, political self-determination, and cultural sovereignty.
• Indigenous media overlap with, and are on a spectrum with, other types
of minority-produced media, and quite often they share a kinship
regarding many philosophical and political motivations.

5. INDIGENOUS MEDIA AS TOOL FOR EXPRESSIONAND
PARTICIPATION
• In the ASEAN region, there are indigenous organizations that
have initiated the promotion of freedom of expression and
have increased access to information among indigenous
peoples (IPs).
• An example in the Philippines is the Northern Dispatch
Weekly, or NORDIS which is a weekly newspaper covering the
Ilocos region, the Cordillleras, and the Cagayan Valley region –
places where indigenous communities in Northern Luzon live.

7. THE LIBRARY AS REPOSITORY OF INFORMATION
• Modern libraries are connected to the internet to provide library users
of a myriad of sources and databases from various places in the world.
• “Library facilities also serve a social function, providing a common ground
for users to interact or a neutral site for individuals from different
disciplines to come together.”
• Libraries to be places “in which literary, musical, artistic, or reference
materials are kept for use but not for sale.
• Libraries are evaluated on the extent of their collection of materials and
the kinds and quality of services they offer to information seekers.
• Libraries are considered to be stewards of good information collection.

8. MEDIA AS INFORMATION TOOLS
• NEW MEDIA TOOLS are methods of interactive communication that
rely upon a computer or mobile device with Internet access.
• New media tools allow the creation, publication, modification and
distribution of information using simple tools. Among the most popular
tools used to share content are text messaging, blogs, social networks,
podcasts and RSS feeds.

9. BOOKS
Pros
• It’s healthier to read a real book versus straining your
eyes on a screen.
• Batteries not required. Nor electricity really. You can
always read your book so long as you have at least
candlelight. If the power goes out or an EMP wipes out
technology, books will still be there.
• Reading books is good for your intellect and
vocabulary.
• You can hold them in your hand: which seems rewarding
in its own right. It’s tangible and is real. You can
flutter the pages across your thumb and make a little
breeze. It’s comforting this way because we’ve been
holding books for ages.
• When you take your book on an airplane, they will
never ask you to “turn off” your book.
Cons
• Susceptible to the elements. Fire, water, and even a
really windy day can mess up your book reading
experience.
• Some books are too big to lug around, even if you enjoy
reading them. From a digital device, all books are the
same physical size.
• You definitely can’t read them in the dark. Digital
devices have their own lights.
• You can’t change the font size to match your field of
vision like you can with digital.
• Technology has created easier ways to get the story
for less effort that (gasp) reading, such as movies or
audio books.

10. CINEMA
Pros
• Reaches many demographics,
literate or illiterate
• Can be entered in
local/international film festivals
and competitions for further
exposure
Cons
• Expensive production
• May or may not hold
interest/attention

11. MAGAZINES & NEWSPAPERS
Pros
• You can take advantage of newspaper
and magazine editorial calendars.
• Readers clip articles and pass them along
to friends.
• You can target niches
• Daily newspapers have short lead times
for news.
• You can make reprints.
Cons
• Circulation has been plummeting at most
major daily newspapers.
• Many people under 40 don’t read
newspapers.
• Lead times for various types of print
media can be very confusing.
• Errors appear in print forever.

12. TELEVISION
Pros
• Easy and cheap source of entertainment.
• By watching international news, we are kept
informed and up-to-date with breaking news around
the world.
• Some shows can motivate people who are
interested in that field and help them to pursue
their dreams.
• Television can help you feel less lonely.
• TV can expand your mind.
• TV can make you feel like part of a group and let
you participate in a shared subculture.
Cons
• Watching too much television is not
good for your health.
• Television makes us antisocial, taking
the place of family and friends.
• Television makes us antisocial, taking
the place of family and friends.
• It's shallow, and it will make you
shallow, too.

13. RADIO
Pros
• You can target your advertising to a
specific audience.
• A 30-second ad on radio is often less
expensive than a 30-second TV ad
and easier to produce.
• Radio ads can be produced very
quickly, unlike television ads.
Cons
• Radio can often be background noise.
• While a reader can cut out your print ad
and save it for later use, a radio ad is
very ephemeral, playing over the radio
for a minute or less.
• Morning and evening commutes are key
times when many businesses want their
ads to run, and there are only so many
spots to go around. This can drive up the
cost for those choice time slots.

14. SOCIAL MEDIA
Pros
• Lowest cost form of marketing
• Huge potential audience and the possibility of
messages going viral
• Offers a closer connection with your clients
• A useful tool for market research, intelligence
& insights
• Provides lots of lovely data
• Excellent medium to promote your content
• Great for Google too
Cons
• Takes time – lots of time. All the time.
• Can be addictive
• False, unreliable information
• Open, public, worldwide
• Lack of control

15. TO MEASURE INFORMATION QUALITY, YOUMAY CONSIDER
THE FOLLOWING ASPECTS:
1. The information provided by a source is credible and reliable. One
aspect of judging credibility of information is the reputation of the
source. The authoritativeness of the information and the source must
be readily verifiable; otherwise, the information may not be useful.
2. Breadth and depth of the discussion on a topic is also a consideration.
The extent of the research done by the source to organize the
information is an indication of rigor and judiciousness.
3. The information can be cross-referenced. This means that the
information can also be checked in other sources and can be supported
by them.
4. The manner on how the information has been dealt with by the source
is ethical and legal.