This document discusses key concepts related to media literacy and educational technology. It defines media literacy as a 21st century approach to education that provides a framework for accessing, analyzing, evaluating and creating various media messages. Educational technology is defined as using technology to facilitate learning. The document outlines the differences between media education and media literacy, and discusses media convergence in terms of technological, economic and content convergence. It also discusses the importance of media literacy for citizens and outlines core competencies for teachers in media and information literacy.

1. NATIONAL COUNCIL FOR CHILDREN’S TELEVISION
Understanding and Utilizing Media in Teaching
DEPED LAOAG DIVISION
MEDIA LITERACY AND ITS CONTEXT

2. KEY TERMINOLOGIES
MEDIA LITERACY
• 21st century approach
to education
• provides a framework to
access, analyze,
evaluate, create and
participate using
messages in a variety of
forms—from print to video
to the internet
- MediaLit Kit™ (2008)
MEDIA EDUCATION
• technical production skills
linked with producing
media texts
• processes of critically
examining or exploring
meanings behind media
texts
- Wilson et al. (2011), p 188

3. DIFFERENCE?
MEDIA EDUCATION
• PROCESS of teaching and learning about media
MEDIA LITERACY
• OUTCOME of Media Education (knowledge and
skills learners acquire)
Source: Media Education: A Toolkit for Teachers, Students,
Parents and Professionals (2006)

4. KEY TERMS
MEDIA LITERACY
• 21st century approach
to education
• provides a framework to
access, analyze, evaluate,
create and participate
using messages in a variety
of forms—from print to video
to the internet
- MediaLit Kit™ (2008)
EDUCATIONAL TECHNOLOGY
• INSTRUCTIONAL TECHNOLOGY
• INFORMATION TECHNOLOGY
• study and ethical practice of
facilitating learning and
improving performance by
creating, using and managing
appropriate technological
processes and resources
- Richey, R. C., Silber, K. H., & Ely, D. P.
(2008). Reflections on the 2008 AECT
Definitions of the Field. TechTrends, 52(1),
24-25.

5. KEY TERMS
MEDIA LITERACY
• 21st century approach
to education
• provides a framework to
access, analyze,
evaluate, create and
participate using
messages in a variety of
forms—from print to video
to the internet
EDUCATIONAL TECHNOLOGY
• INSTRUCTIONAL TECHNOLOGY
• INFORMATION TECHNOLOGY
• mainly concerned with the
narrow spectrum of
TECHNOLOGIES used for
communication and the
dissemination of information
• focuses on the USE of
computers, information
systems, audiovisual
equipment, and other
media.

6. DIFFERENCE?
MEDIA LITERACY
• Teaching and learning ABOUT media
EDUCATIONAL TECHNOLOGY
• Teaching and learning WITH media

7. What MEDIA LITERACY is NOT
Thoman & Jolls (2008). Literacy for the 21st Century, p. 21
§ Media ‘bashing’ is NOT media literacy,
however media literacy often involves
criticizing the media.
Image Source: https://englishwithmrspierce.files.wordpress.com/2015/10/
criticism.jpg

8. What MEDIA LITERACY is NOT
Thoman & Jolls (2008). Literacy for the 21st Century, p. 21 CONTINUED
§ Merely producing media is NOT media literacy,
although media literacy should include
media production activities and projects.
Image Source: http://ab8163.com/wpcontent/uploads/2016/05/
film_production.jpg

9. What MEDIA LITERACY is NOT
Thoman & Jolls (2008). Literacy for the 21st Century, p. 21 CONTINUED
§ Just bringing videos or CD-ROMs or other
mediated content into the classroom is NOT
media literacy;
one must also explore the nature and
influence of media and media messages in
our culture.
Image Source: https://media.gettyimages.com/photos/students-watching-
stateproduced-education-tv-program-in-classroom-at-picture-id50625139

10. What MEDIA LITERACY is NOT
Thoman & Jolls (2008). Literacy for the 21st Century, p. 21 CONTINUED
§ Simply looking for political agendas,
stereotypes or misrepresentations is NOT media
literacy;
there should also be an exploration of the systems
making them appear “normal.”
Image Source:
https://www.bm-online.de/wp-content/uploads/4/0/40081196.jpg

11. What MEDIA LITERACY is NOT
Thoman & Jolls (2008). Literacy for the 21st Century, p. 21 CONTINUED
§ Looking at a media message or experience
from just one perspective is NOT media literacy
because media should be examined
from multiple positions.
Image Source: https://qph.ec.quoracdn.net/main-
qimg-3ecc876051dd6a57a7c2d0ea54edf31f-c?convert_to_webp=true

12. What MEDIA LITERACY is NOT
Thoman & Jolls (2008). Literacy for the 21st Century, p. 21 CONTINUED
§ Media literacy does NOT mean “don't watch;”
it means “watch carefully, think critically.”
Image Source: https://harleysaunders8.files.wordpress.com/2013/10/screen-
shot-2013-10-24-at-13-07-04.png

13. Essential Qs for Teachers
ü Am I trying to tell the students what
ü the MESSAGE is? Or am I giving students
the skills to determine what they think the
message(s) might be?
ü Have I let students know that I am open to
accepting their INTERPRETATION, as long as
it is well substantiated, or have I conveyed
the message that my interpretation is the
only correct view?
ü At the end of the lesson, are students likely
to be more analytical? Or more cynical?
-MediaLit Kit

14. The influence of media in our central democratic
processes
The high rate of media consumption and the
saturation of society by media.
The media’s influence on shaping perceptions,
beliefs and attitudes
The increasing importance of visual communication
and information
The importance of information in society and the need
for lifelong learning.
MEDIA LITERACY: IMPORTANCE
Thoman & Jolls (2008). Literacy for the 21st Century, p. 12.

15. MEDIA LITERACY: 10 BENEFITS
Thoman & Jolls (2008). Literacy for the 21st Century, p. 40
1Meets the needs of
students to be WISE
consumers of media,
managers of info and
responsible producers
of their ideas using the
powerful multimedia tools
of a global media culture.

16. MEDIA LITERACY: 10 BENEFITS
Thoman & Jolls (2008). Literacy for the 21st Century, p. 40
2 ENGAGES students
… bringing the world of
media into the classroom,
connects learning with
“real life” and validates
their media culture as a
rich environment for
learning.

17. MEDIA LITERACY: 10 BENEFITS
Thoman & Jolls (2008). Literacy for the 21st Century, p. 40 CONTINUED
3Gives students and
teachers alike a
COMMON
APPROACH TO
CRITICAL THINKING
that, when internalized,
becomes second nature
for life.

18. MEDIA LITERACY: 10 BENEFITS
Thoman & Jolls (2008). Literacy for the 21st Century, p. 40 CONTINUED
4Provides an
OPPORTUNITY FOR
INTEGRATING all
subject areas and
creating a common
vocabulary that
applies across all
disciplines.

19. MEDIA LITERACY: 10 BENEFITS
Thoman & Jolls (2008). Literacy for the 21st Century, p. 40 CONTINUED
5 Helps meet
STATE STANDARDS
while, at the same
time using fresh
contemporary media
content which
students love.

20. MEDIA LITERACY: 10 BENEFITS
Thoman & Jolls (2008). Literacy for the 21st Century, p. 40 CONTINUED
6Increases the ability
and proficiency of
students to
COMMUNICATE
(EXPRESS) AND
DISSEMINATE THEIR
THOUGHTS AND
IDEAS in a wide (and
growing) range of print
and electronic media
forms – and even
international venues.

21. MEDIA LITERACY: 10 BENEFITS
CONTINUED
9By using a replicable
model for implementation,
media literacy avoids
becoming a “fad” and,
instead, becomes
SUSTAINABLE over time
because students are able to
build a platform with a
consistent framework that
goes with them from school to
school, grade to grade,
teacher to teacher and class
to class.

22. MEDIA LITERACY: 10 BENEFITS
CONTINUED
10Not only benefits
individual students but
BENEFITS SOCIETY by
providing tools and methods
that encourage respectful
discourse that leads to
mutual understanding and
builds the citizenship skills
needed to participate in and
contribute to the public
debate.

23. MEDIA CONVERGENCE
http://3.bp.blogspot.com/-W5i4U_pUQGI/UD7jl0zpUBI/AAAAAAAAABM/E-
a44bYbkD0/s1600/media+convergence.jpg

24. MEDIA CONVERGENCE: FORMS
Technological
Convergence
Economic
Convergence
Content
Convergence

25. MEDIA CONVERGENCE: FORMS
Technological
Convergence
• Convergence of devices
• Convergence of Solutions
• Network Convergence
Image Source:
https://caeai.com/sites/default/files/styles/610wide/public/
convergence%20bauer%201.png?itok=h-Jtmofq; http://slideplayer.com/3753800/13/
images/15/IP+based+convergence+backbone.jpg

26. MEDIA CONVERGENCE: FORMS
Economic
Convergence
• Market & Regulatory
Convergence
• Corporate Convergence
Image Source: https://cdn.marketing91.com/wp-content/uploads/2016/04/
Convergence-marketing-2.png; https://tranviethung23794.files.wordpress.com/
2016/09/4.jpg?w=648

27. MEDIA CONVERGENCE: FORMS
Content
Convergence
• Media Content
• Media Users
Image Source: https://i.pinimg.com/originals/ee/57/8d/
ee578d30836ac62764854e636afafcce.jpg; https://
newmediaconvergence.files.wordpress.com/2013/10/media.jpg

28. MEDIA CONVERGENCE
HENRY JENKINS’ FOUR TYPES
Technological
Convergence
Social
Convergence
Economic
Convergence
Cultural
Convergence
Jenkins, H. (2004). The cultural logic of media convergence. International journal
of cultural studies, 7(1), 33-43.

29. MEDIA CONVERGENCE
REASONS
Shared
Reporting
Audience Visibility
Credibility
Info & Text Source: Danna Mallard http://iml.jou.ufl.edu/projects/Spring03/

30. MEDIA CONVERGENCE
ADVANTAGES
• Low cost of production
• Greater outreach
• Easily available information
• Better media experience

31. MEDIA CONVERGENCE
DISAVANTAGES
• Information overload
• Questionable accuracy of
information
• Requires tech-savvy audience

32. MEDIA CONVERGENCE
KEY POINTS
• Media will continue to evolve with the
help of technology and the internet
• Traditional media may not necessarily
die, but they will continue to adapt for
survival
• Digitisation & globalisation growth to
continue

33. MEDIA AND INFORMATION LITERACY?
ü essential competencies (KSA)
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
- UNESCO MIL for Teachers (2011)

34. MEDIA AND INFORMATION LITERACY
(MIL)
MIL provides the competencies needed by every
individual to seek and enjoy or practice the rights
and freedoms enshrined in Article 19 of the UN
Declaration of Human Rights:
“Everyone has the right to freedom of
opinion and expression; this right
includes freedom to hold opinions
without interference and to seek,
receive and impart information and
ideas through any media and regardless
of frontiers.”

36. MIL Ecology
Image from: http://www.unaoc.org/wp-content/uploads/Ecology-of-MIL-
ENGLISH.jpg

37. Composite Concept of MIL
Global Media and Information Literacy Assessment Framework: Country Readiness and
Competencies (UNESCO, 2013)

38. Direct Impact of MIL to Society
Global Media and Information Literacy Assessment Framework: Country
Readiness and Competencies (UNESCO, 2013)

39. CORE TEACHER COMPETENCIES
Media and Information Literacy Curriculum for Teachers (UNESCO, 2011)
o MIL Competency 1
Understanding the Role of Media and Information in Democracy
o MIL Competency 2
Understanding Media Content and Its Uses
o MIL Competency 3
Accessing Information Effectively and Efficiently
o MIL Competency 4
Critically Evaluating Information & Information Sources
o MIL Competency 5
Applying New and Traditional Media Formats
o MIL Competency 6
Situating the Sociocultural Context of Media Content
o MIL Competency 7
Promoting MIL Among Students and Managing Required Changes

40. Role of Teachers as Gatekeepers and
Providers of Knowledge and Skills in Society
Global Media and Information Literacy Assessment Framework: Country Readiness and
Competencies (UNESCO, 2013)

41. Conditions for Media Learning
Cambourne’s Conditions for Language Learning
Image Source: https://s-media-cache-ak0.pinimg.com/564x/bb/10/61/
bb1061619ff0fc06daa1e54403f27462.jpg

42. OTHER IMAGES USED
• EDUCATIONAL TECHNOLOGY
http://csunshinetoday.csun.edu/wp-content/uploads/Page-
Ramer.jpg
• MEDIA LITERACY
https://informed.s3.amazonaws.com/informed/wp-content/
uploads/2013/11/social-media-in-education.jpg
• CONVERGENCE
https://image.slidesharecdn.com/
transforminghealthcarewithmobility-140528001839-
phpapp01/95/transforming-healthcare-with-
mobility-4-638.jpg?cb=1401279305
• CONVERGENCE (REASON)
https://theprsanccblog.files.wordpress.com/2013/11/
media_relations.jpg?w=300&h=251
https://channeleyes.com/wp-content/uploads/2011/09/
partnership.jpg