MIL_Q3Module 1 REVISED.pdf

NOT
Media and Information
Literacy
Quarter 3 - Module 1 Week 1
Introduction to Media and Information Literacy
Department of Education ● Republic of the Philippines
Senior High School

Introduction to Media and Information Literacy Alternative Delivery Mode
Quarter 1 - Module 1: Introduction to Media and information Litera
First Edition, 2020
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Published by the Department of Education – Division of Cagayan de Oro
Schools Division Superintendent: Dr. Cherry Mae L. Limbaco, CESO V
Development Team of the Module
Author/s: Marivic Labitad, Mary Ann S. Chiong,Appril Joy M. Getigan, Bienvenido
D. Codillo, Raymond John M. Baliling, Rosemary Grace J. Balayo, June
Zuseth O. Obsid, Therese Mae Maandig, Ariana Pauline G.
Fernandez,Malou B. Cagalitan
Focal Person; Dr. Jerry G. Roble
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Language Evaluators::Dr. Mark John Gabule, Dr. Phoebe S. Taruc
Face Validity Evaluator: Ms. Mary Anthony Sieras
Illustrators and Layout Artists: Mary Ann S. Chiong, Alma Shie;a Alorro, Sheena
Cascon, Ryan Roa
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Chairperson: Cherry Mae L. Limbaco, PhD, CESO V
Schools Division Superintendent
Co-Chairpersons: Alicia E. Anghay, PhD, CESE
Asst. Schools Division Superintendent
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Members Dr. Joel D. Potane, LRMS Manager
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Office Address: Fr. William F. Masterson Ave Upper Balulang Cagayan de Oro
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Senior High School
Media and
Information Literacy
Quarter 3 - Module 1
Introduction to Media and information Literacy
This instructional material was collaboratively developed and reviewed
by educators from public and private schools, colleges, and or/universities. We
encourage teachers and other education stakeholders to email their feedback,
comments, and recommendations to the Department of Education at action@
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We value your feedback and recommendations.
Department of Education ● Republic of the Philippines
Senior High School

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Table of Contents
What This Module is
About……………………………………………………………………………………i
What I Need to
Know……………………………………………………………………………………….….ii
How to Learn from this
Module………………………………………………………………………............ii
Icons of this
Module…………………………………………………………………………………………...iii
What I
Know…………………………………………………………………………………………………….iii
Lesson 1: Introduction to Media and Information
Literacy……...1
What I Need to
Know………………………………………………………………...1
What’s New: Activity
1……………………………………………………………….2
What Is It: Activity
1……………….…………………………………………………2
What’s More: Activity 2
…………………………...…………………………………2
What I Have Learned………………………………………………………………..3
What I Can Do: (Example: Online Browsing of Satirical
Sites……………………3
Lesson 2: Media, Society, Culture and
You………………………..4
What I Need to
Know……………………………………………………………...…4
3……………………………………………………………….4
What Is
It……………………………………………………………………………...5
What’s More: Activity
4………………………………………………………………5
What I Can
Do………………………………………………………………………..6
Lesson 3: Brief history of
Media……………………………………..7

What I Need to
Know……………………………………………………………...…7
5……………………………………………………………….7
What Is
It……………………………………………………………………………...8
What’s More: Activity
6………………………………………………………………9
What I Can
Do………………………………………………………………………..9
Lesson 4: Communication Models and
Theories………………..10
What I Need to
Know……………………………………………………………….10
What’s New: Activity 7……………………………………………………………..10
What Is
It…………………………………………………………………………….11
What’s More: Activity 8…………………………………………………………….12
What I Have Learned………………………………………………………………12
What I Can
Do………………………………………………………………………12
Summary…………………………………………………………………………………………..…13
Assessment: (Post-Test)…………………………………………………………………………...14
Key to Answers…………………………………………………………………………………..15-
16
References………………………………………………………………………………………......17

What This Module is About
Media and information literacy refers to “the essential competencies (knowledge, skills,
attitudes) that allow learners to engage with media and other information providers effectively.
It helps learners develop their critical thinking and life-long learning skills for socializing and
becoming active citizens” in the country.
This module will introduce you to the basic concepts of Media and Information Literacy.
Lessons and activities in this module are designed to make you understand the nature of MIL
and the reasons why you need to be media literate, information literate, and technology
literate.
What I Need to Know
This module will help you achieve Media and Information Literacy (MIL) learning competenciy:
▪ 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
These lessons will help you comprehend the very nature of media and information literacy and
its related concepts.
i

How to Learn from this Module
To achieve the preceding objectives, you are to do the following:
• Take your time reading the lessons carefully.
• Follow the directions and/or instructions in the activities and exercises diligently.
• Answer all the given tests and exercises.
Icons of this Module
What I Need to This part contains learning objectives that
Know are set for you to learn as you go along the
module.
What I know This is an assessment as to your level of
knowledge to the subject matter at hand,
meant specifically to gauge prior related
knowledge
What’s In This part connects previous lesson with that
of the current one.
What’s New An introduction of the new lesson through
various activities, before it will be presented
to you
What is It These are discussions of the activities as a
way to deepen your discovery and under-
standing of the concept.
What’s More These are follow-up activities that are in-
tended for you to practice further in order to
master the competencies.
What I Have Activities designed to process what you
Learned have learned from the lesson
What I can do These are tasks that are designed to show-
case your skills and knowledge gained, and
applied into real-life concerns and situations.
ii

What I Know
Multiple Choice. Circle 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, analyse, 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.
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. Which of the following is not an example of mass communication media?
A. Newspaper B. Magazine C. Laptop D. Internet
10. Linear communication is a one way communication.
iii

Introduction to Media and
Information Literacy
Photo credit: https://www.google.com/amp/s/ersearchleap.com/analysis-b-2-c-social/media.communication-
germany/amp/
Lesson
1
Grade 12, Second Semester, Q3- Wk. 1
What I Need to Know
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.
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?

Activity 1: Enumerate the Media You Used in Connecting With Other People
MEDIA MEDIA YOU USE
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.
Definition of Terms( please provide the source!)
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.
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.
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 useds in the business
environments
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.
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 alow easy form of fedbacking.
Activity 2: List Down Scenarios on Mass Communication and Interpersonal
Communication
INTERPERSONAL COMMUNICATION MASS COMMUNICATION
What I Have Learned
Practice your skills and knowledge further by answering the attached Learning Activity
Sheet on Introduction to Media and Information Literacy.
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.

Photo credit: https://alchetron.com/Marlboro-Man Photo credit: https://tobaccocontrol.bmj.com/content/9/1/3
Media, Society, Culture and
You
Grade 12, Second Semester, Q3- Wk 1
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.
What’s New
Advertisements done through technology has afforded us with opportunities to update
ourselves weith the new developemnts in the world.
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.
4
Lesson
2

Poster A (Kim) Poster B (Marlboro)
1.. 1)
2. 2.
3. 3.
4.
What Is It
There are seven principles of persasion whish are used by dvertisers to attract people to
patronize theire products(Dr. Robert Cialdini, ???).
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)
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.
Activity 4: Watch the advocacy campaign of the Department of Health Philippines on
Family Planning(https://youtube.com/watch?v=2pNWpojebjc, Family
Planning TVC 2014). After watching the video, answer the questions
found in the table belwo:
What is the advocacy message?
What persuasion technique did it use?
Was it effective or not? Why?

What I Have Learned
Media and Information Literacy provides learners with ample opportunities on its
usability in obtaining information in an easy manner.
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.

Brief History of Media
What I Need to Know
In the previous two lessons, you’ve learned the various influencs 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.
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
3

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.
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
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
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
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
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

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
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.
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.

Communication Models and
Theories
Lesson
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.
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

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.
Credit: https://www.businesstopia.net/communication

What’s More
Activity 8: Based on personal experience, provide a Scenario for Each Model.
LINEAR COMMUNICATION TRANSACTIONAL MODEL INTERACTIONAL MODEL
What I Have Learned
To demonstrate your knowledge on Media and Informastion Literacy, answer the
Activity Sheet on Communication Models and theories.
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.

12
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

Assessment: (Post-Test)
Multiple Choice. Circle the letter of the best answer from the given choices.
1. Media can influence people and norms.
B. False B. True C. Maybe D. Neither
2. Refers to the communication between two persons, whether they are verbal or non-
verbal.
B. Interpersonal Communication B. Mass Communication
C. Mediated Communication D. Face to Face Communication
3. In the communication process, there is always an interference in the transmittal
process. This is called?
B. Buffer B. Signal Jam C. Noise D. Interruption
4. A media literate person can access, analyse, and respond to a range of media.
B. False B. True C. Maybe D. Neither
5. The first printing press of the world was invented by:
B. Johannes Gutenberg B. Martin Luther
C. Thomas Edison D. Isaac Newton
6. It is an example of an organizational communication.
B. Brand advertisement B. Memorandum
C. TV Commercial D. Radio interview
7. It’s the term commonly used to refer to communication systems that are configured to
create, produce, and disseminate media texts to mass audiences.
B. Organizational Communication B. Mediated Communication
C. Interpersonal Communication D. Mass Communication
8. Which of the following is not an example of mass communication media?
B. Newspaper B. Magazine C. Laptop D. Internet
9. Linear communication is a one way communication.
10.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.
14

Answer Keys
p
ACTIVITY ANSWER
1
MEDIA* MEDIA YOU USE**
Twitter
Facebook
e-mail/Outlook
Telephone/CP
*Student may add besides the first six. **Answer is subjective. The student must have at least one answer.
2
Answers are varied. Please refer to the definition of mass communication and
interpersonal communication.
3
POSTER A POSTER B
1. Probable answer: Yes, because she is
beautiful and sexy/attractive.
1. Probable answer: Yes, because he is
beautiful and macho/attractive; a cowboy
2. Subjective answer. Must contain the
reason why the student was persuaded.
2. Subjective answer. Must contain the
reason why the student was persuaded.
3. Smoking is attractive/sexy/attracts the
opposite sex.
3. Smoking is for macho men.
4. Subjective answer; must contain
reason/s.
4. Subjective answer; must contain
reason/s.
4
The number of children a couple must have must be planned by the couple ot give them
a better future.
Persuasion technique: Authority, Department of Health (DOH)
Answer is subjective. The student must mention elements in the video, or site current
Philippine situation that proves or disproves his/her answer.
5
6
Answers are vary. Student must provide the name of the medium/app/platform and
write a brief description about it.
7
PRE-TEST:
WHAT
I
KNOW
1.
A
6.
A
2.
B
7.
C
3.
A
8.
D
4.
D
9.
C
5.
B
10.
B
ASSESSMENT
1.
B
6.
B
2.
B
7.
D
3.
C
8.
C
4.
B
9.
B
5.
B
10.
D

8 Answer will vary. Please refer to the definitions. Student must give at least an example.
9 Student must mention translating the language into vernacular, and larger texts.
10 Answers are varied, however, all boxes must be filled.
11 All four examples are FAKE.
12 1. TL 2.TL 3. IL 4. ML
LEARNING ACTIVITY SHEETS
LAS 1: Introduction to Media and Information Literacy
▪ Student must draw at least frames of comic strip that depicts the difference of mass
communication and interpersonal communication.
LAS 2: Media, Society, Culture and You
a. What is the product that is being sold? (Skin whitening lotion)
b. What is the message of the ad?
c. Who is the model and is s/he effective? Why? (Alex Gonzaga. Yes, she is effective because she
is popular with many followers in social media.)
d. Will you buy the product being advertised? Why? (Answer will vary in every student.)
e. Have you used a skin whitening product? Do you think it really works? Why? (Answer will vary
in every student.)
f. Why do you think skin whitening products is popular in the Philippines and what is the role that
media play? (The student may answer that it is due to colonial mentality, and a white skin is a
status symbol of being well off in life. Answers may be subjective, but must be supported.)
LAS 3: Brief History of Media
▪ Student’s output should look like the sample timeline below.
LAS 4: Communication Models and theories

References
Amos A, Haglund M. “From social taboo to “torch of freedom”: the marketing of cigarettes
to women. Tobacco Control 2000;9:3-8
Arias, Eric. “How Does Media Influence Social Norms? Experimental Evidence on the
Roles of Common Knowledge.” Political Science Research and Methods 7, no. 3 (2019):
561-78
Doi:10.1017/psrm.2018.1.
“Block & White ‘Color Difference.’” No.12 Yellow Brick Road. Published on April 14, 2016.
YouTube video, 00:16
https://youtube.com/watch?v=Wqbw5YvzH_M
businesstopia, “Models of Communication,” in Businesstopia, February 4, 2018.
https://www.businesstopia.net/communication
Cook, Sue D. People-holding-hands-under-cloud-with-social-media-communication-icons-
with_MyFJ7oiO_L. 2020, jpeg.
https://action4mediaeducation.org/people-holding-hands-under-cloud-with-social-media-
communication-icons-with_myfj7oio_l
Department of Health (Philippines). “To-DOH list sa pagpasok at pag-uwi mula sa
trabaho.” June 11, 2020.
https://facebook.com/15656631021264/posts/3398140596863835
“Family Planning TVC 2014.” Department of Health Philippines. Published on June 10,
2014. YouTube video, 00:48
https://youtube.comwatch?v=2pNWpojebjc
Guttmann, A. “Global Advertising Spending 2010-2019.” Statista.com. January 8, 2020.
https://www.statista.com/statistics/236943/global-advertising-spending
Poepsel, Mark. Media, Society, Culture, and You. Southern Illinois University
Edwardsville, 2018. https://press.rebus.community/mscy/
Prince, Richard. Marlboro Man. 1980-1992, jpeg.
https://alchetron.com/Marlboro-Man
“Science of Persuasion.” Influenceatwork. Published on November 27, 2012. YouTube
video, 11:50
https://youtube.com/watch?v=cFdCzN7RYbw
Timeline of the Evolution of Mass Media”. National Institute of Mass Communication &
Journalism, Ahmedabad.
https://nimcj.org/blog-detail/timeline-of-the-evolution-of-mass-meddia.html
UNESCO IITE. Educating for the Media ad the Digital Age. Austria. 1999.
http://www.unesco.org/new/en/communnicatioin-and-information/media-
development/media-literacy/mil-as-composite-concept/

United Media Information Literacy for Teachers.” United Nations Alliance of Civilizations
(UNAOC)—United Nations Educational, Scientific and Cultural Organization (UNESCO).
2020.
http://unesco.mil-for-teachers.unesco.org/modules/module-1/unit-1/
http://unesco.mil-for-teachers.unesco.org/modules/module-1/unit-3/
Zarate, Maria Jovita E. Media and Information Literacy. Manila, Philippines: Rex
Bookstore, 2016.
For inquiries and feedback, please write or call:
Department of Education – Bureau of Learning Resources (DepEd-BLR)
DepEd Division of Cagayan de Oro City
Fr. William F. Masterson Ave Upper Balulang Cagayan de Oro
Telefax: ((08822)855-0048
E-mail Address: cagayandeoro.city@deped.gov.ph

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