Media and Information Literacy Notes

CORMED (Media and Information Literacy)
MEDIA AND INFORMATION LITERACY

INFORMATION – a broad term that covers processed data, knowledge derived from study,
experience, instruction, signals and symbols.
- in the media world, information is often used to describe knowledge of specific events
or situations that has been gathered or received by communication, intelligence or news.
LITERACY – ability to identify, understand, interpret, create, communicate, and compute using
printed and written materials associated with varying contexts. (UNESCO)
- Equivalent to a skill
Big Idea: When you are literate, you are expected to be intellectually critical
in interpreting the things that you see and experience around you.
You are able to decode and have a deeper understanding of how
things are and how they work. Being literate also means
empowering you to be able to affect change to yourself and to others.
a. Media Literacy–it is the ability to access, analyze, evaluate and create media.
- Understanding and using mass media in either an assertive or non-
assertive way, including an informed and critical understanding of
media, what techniques they employ ad their effects.
- the ability to read, analyze, evaluate and produce communication in a
variety of media forms, e.g. television, print, radio, computers etc.
b. Information Literacy – refers to the abilities to recognize when information is needed

and to evaluate, effectively use, and communicate information in its various formats.
- It is knowing when and why you need information, where to find it,
and how to evaluate, use and communicate it in an ethical manner.
- Increasingly, information is available in unfiltered formats, raising
questions about its authenticity, validity and reliability.
- This abundance of information is of little help to those who have not
learned how to use it effectively.
c. Technology (digital) Literacy – the ability to use digital technology, communication tools
or networks to locate, evaluate, use and create information. It also refers to the ability
to understand and use information in multiple formats from a wide range of sources
when it is presented via computers and to a person’s ability to perform tasks effectively
in a digital environment. Digital literacy includes the ability to read and interpret media,
to reproduce data and images through digital manipulation, and to evaluate and apply
new knowledge gained form digital environments.
Media Literacy an Information Literacy have always been linked, but the greater accessibility of
content via the internet and mobile platforms has meant that those literacies are increasingly
intertwined.
UNESCO considers information literacy and media literacy together as media and information
literacy (MIL). It includes information and communication literacy and digital literacy.
Media and Information Literacy empowers citizens to access, retrieve, understand, evaluate and
use, create, as well as share information and media content in all formats, using various tools, in
a critical, ethical and effective way, in order to participate and engage in personal, professional
and societal activities.
It is the essential skills and competencies that allow individuals to engage with media and other
information providers effectively, as well as develop critical thinking and life-long learning skills
to socialize and become active citizens.
The Value of being a Media and Information Literate Individual
Media and Information Literacy recognizes the primary role of media and information in our
everyday lives. The purpose of information and media literate is to engage in a digital society; one needs
to be able to use, understand, inquire, create, communicate and think critically. It is important to have
capacity to effectively access, organize, evaluates and creates messages in a variety of forms.
Information and media literacy enables people to interpret and make informed judgment as users of
information and media as well as to become skillful creators and producers of information and media
messages in their own right.
To become a media literate is not to memorize facts or statistics about the media but rather to
learn, to raise the right questions about what you are watching, reading or listening to and to be
information literate, a person must be able to recognize when information is needed and have the
ability to locate, evaluate and use effectively the needed information. Student are no longer limited to
the desktop computer, students use mobile technologies to graph a mathematical problem, research a
question for social studies text message an expert for information as well as send homework to a drop
box. Media and Information Literacy therefore is about helping students become competent, critical and
literate in all media forms so that they control the interpretation of what they see or hear rather than
letting the interpretation control them. (http://marielandoy.blogspot.com/)
II. The Evolution of Traditional to New Media
The Primitive people created sounds and symbols to refer to the material world around them.
a. Pre-historic age – during prehistoric time, life was simple. Compared to how we live
now, the concern of the community members were food, water, shelter, reproduction,
and safety from natural occurrences and wild animals.
That was the period when the medium of communication was through oral language.
The primitive people created sounds and symbols to refer to the material world around
them.
Each group or each tribe devised their own language to be able to communicate with
each other. They provided names for food they eat, the sources of food on land and in
water.
People discovered fire, developed paper from plants, and forged weapons and tools
with stone, bronze, copper and iron.
Example forms of media:

1. Cave painting (35,000BC)
2. Clay tablets in Mesopotamia (2400BC)
3. Papyrus in Egypt (2500BC)
4. ActaDiurna in Rome (130 BC)
5. Dibao in China (2nd Century)
6. Codex I Mayan region (5th Century)
7. Printing Press using wood blocks (220 BC)
b. Industrial Age – it started in the 18th century and is marked by the shift from agricultural
and handicraft economy to be dominated by machines and machine manufacturing.
During this period, British started to travel by train. Traveling by train would take hours
to reach their destinations so storytelling became part of their travel. Canterbury Tales
is an example of over 20 stories written by Chaucer which became significant because
people would use these stories to do storytelling while travelling.
(https://www.youtube.com/watch?v=60ZWtc0cizQ)
IRON AND
STEEL
TRANSPORTATION
AND ENERGY
COMMUNICATION INDUSTRIAL SOURCES
AGE
NEW
FACTORY
MACHINES
SYSTEMS
People used the power of steam, developed machine tools, established iron production, and the
manufacturing of various products (including books through the printing press). During this period,
printing flourished and education became mass based. Radio, telegram, and telephone were the three
forms of communication used during this period.
Example forms of Media:

1. Printing press for mass production (1900)
2. Newspaper – The London Gazette (1740)
3. Typewriter (1800)
4. Telephone (1876)
5. Motion Picture photography/projection (1890)
6. Commercial motion pictures (1913)
7. Motion Picture with sound (1926)
8. Telegraph
9. Punch cards
c. Electronic Age– In the last quarter of the 1800, Thomas Alva Edison tried all kinds of
experiments on electricity. Edison had limited educational background due to his
hearing difficulty. He was able to invent a duplex telegraph which can transmit two
messages simultaneously in one wire and print converted electrical signal to letters.
- the invention of the transistor ushered in the electronic age. People harnessed the
power of transistors that led to the transistor radio, electronic circuits, and the early
computers. In this age, long distance communication became more efficient.
- Telephone became a handy means of communication in business and in the homes.
- Cassettes recorders were invented in the last quarter of 1900.
- Betamax also became popular as these were recorded films that can be viewed thru a
beta players.
- From Betamax to CD
- DVD (digital video disc) and CD player
- Black and white television to colored
Example Forms of Media:
1. Transistor Radio
2. Television (1941)
3. Large Electronic computers
4. Mainframe computers – i.e IDM 704 (1960)
5. OHP, LCD Projectors
d. New /Information) Age (1900S-2000S) – in the early 1980’s the desktop computer
arrived in the Philippines. The programs were simple, there were no Microsoft
programs, the processing are WordStar and WordPerfect. And then after decades
Microsoft came.
By 1998, the telephone has evolved into a portable gadget called the cellular phone, it
was still heavy with antenna and it can only be used for oral communication. Pager also
emerged, used mostly by doctors so they can be reached easily. By year 2000, the
cellular phone became more compact and handy and can be used for text messages.
The Internet paved the way for faster communication and the creation of the social
network. People advanced the use of microelectronics with the invention of personal
computers, mobile devices, and wearable technology. Moreover, voice, image, sound
and date are digitalized. We are now living in the information age.
 Web browsers: Mosaic (1993), Internet Explorer (1995)

 Blogs: Blogspot (1999), Wordpress (2003)
 Social Networks: Friendster (2002), Multiply (2003), FB (2004), Instagram
 Microblogs: Twitter (2006), Tumblr (2007)
 Video: YouTube (2005)
 Augmented Reality/Virtual Reality
 Video chat: Skype (2003)
 Search Engines: Google (1996), Yahoo (1995)
 Portable Computers – laptops (1980), netbooks (2008), tablets (1993)
 Smartphones
 Wearable technology
 Cloud and Big Data
Traditional vs. New Media
What is Traditional Media?
Traditional media, or as some refer to as old media, has been used in the marketing/advertising world
for years. When related to advertising, traditional media encompasses that of television, newspaper,
radio and magazine ads. These forms of communication are the steadfast ways that businesses have
reached both consumers and other companies for decades. They are the roots of advertising and the
most common form utilized by businesses on a daily basis. Though traditional media is effective, over
the course of the last few years we have seen more and more businesses utilizing new media to reach its
target audiences.
What is New Media?
New media is the future of advertising. More and more consumers and businesses rely on new media to
find their information. Ultimately, new media refers to content that is easily accessible via many
different forms of digital media. When related to advertising, some examples of new media include
online advertising (retargeting, banner ads, etc.), online streaming (radio and television) and social
media advertising. Each of these are means in which businesses have the capability to reach consumers
and other businesses with ease.
(https://www.absolutemg.com/2014/12/23/traditional-media-balancing-effect/)
Many believe that traditional media is dying, but as we can see today, traditional media is still very much
alive and well. But we can say that traditional media is undergoing a huge transformation and has
required a “digital tune-up,” for its survival.
When we refer to traditional media, we are talking about media channels such as television, radio, print,
and out-of-home.
Now, think back about the last 24 hours. How many of you have watched a TV show, whether it was on
the TV or your tablet? How many of you listened to the radio? Oh, and while you were on your way
here, did you see a billboard? I am pretty much sure that you were able to answer yes to at least one of
those questions, if not all of them, and it is further proof that traditional advertising is not dead.
Let’s take a look at the different channels and how they are evolving.
Television
TV advertising has still proven to be a highly relevant channel. According to the studies of Turner
Broadcasting, TV is the most powerful business driver for advertisers, and TV is a significant driver of
social media engagement. In Nielsen’s recent Q1 2016 total audience report, television continues to
have the highest reach out of all media when you combine live plus time-shifted TV. Yes, it’s true that
traditional TV viewership has seen some declines over the years, and other forms of online video with
highly targeted advertising opportunities seem very attractive to advertisers.
To stay relevant, the TV advertising industry is answering back by gradually shifting its focus from
traditional mass targeting to specific data and audience-driven TV advertising, such as programmatic
and addressable TV advertising. However, new processes and technologies are emerging, allowing for
greater targeting and measurement across television advertising. The two most talked about being
programmatic TV and it’s newer subset, “addressable TV.”)
These methods are still in the beginning stages, and more and more cable providers and network
television stations are adopting the technology.
Another important evolution in the world of television is the penetration of subscription-video-on-

demand (SVOD) programming (Netflix, Hulu, and Amazon Prime), which is now reaching 50 percent of
U.S. households, according to Nielsen. Viewers can watch what they want, when they want. TV networks
are recognizing the appeal of SVOD and actively creating new distribution channels of their own such as
branded apps and websites in order to distribute their programming to viewers.
Radio
Behind television, radio has the second highest reach of all mediums. According to Nielsen, on average,
radio reaches nine out of 10 millennials each week. Some marketers will argue that radio is the most
effective way to get your message across due to the fact that radio listeners are more tuned in and have
a higher ad recall.
Local radio, also known as terrestrial radio, still remains strong and is the main source of advertising
revenue for this channel. With that said, the radio industry has done a great job adapting to the digital
shift of consumers by creating a strong online presence. Streaming radio services such as Pandora and
Spotify have created new and exciting advertising opportunities that allow you to reach highly targeted
consumers when you want and where you want.
Print
Out of all the traditional media channels, the print medium has suffered the most, as the industry was
slow to adapt to the digital shift of consumers. Many have turned to free news sites, which
meanpublications, have had to put more of a focus on relevant and reliable content in order to reach a
larger audience and boost their search engine visibility. Some large news outlets have done a great job
of this and have managed to drive large volumes of traffic to their site, generating ad revenue through
online video and display ads.
Out-of-Home
When you think of out-of-home advertising, the first thing that may pop into your mind is billboard
advertising. Well, this is certainly one avenue of OOH advertising, but the truth is, there are limitless
opportunities in the world of OOH advertising. From billboards to transit advertising and putting your
message on the back of a bathroom stall, OOH advertising has allowed marketers to reach consumers
pretty much anywhere.
One of the biggest breakthroughs in recent years was the development of digital billboards. Digital
billboards have brought significant advantages to advertisers. Businesses are now able to tailor their
messages more effectively by having the flexibility to easily swap messaging in and out with huge
production and installation cost savings.
In summary, traditional media is far from dead but rather is evolving to meet the needs of consumers. In
this digital age, it is important to focus your marketing strategies around delivering the right message at
the right time and in the most engaging way possible. Fortunately, with the way traditional media
channels have been able to evolve and adapt to this digital era, they are able to provide the advertising
opportunities to help fulfill these strategies.
By Melissa Parks (http://keypathedu.com/blog/2016/07/21/evolution-traditional-new-media)
TRADITIONAL MEDIA VS NEW MEDIA
 Media experience is limited  Media experience is more

 On-directional interactive
 Sense receptors used are very  Audiences are more involve
specific (i.e. print media – sense of and can send feedback
sight, radio-sense of hearing, TV and simultaneously
film-sight and hearing).  Integrates all the aspects of
media
HISTORY OF SOCIAL MEDIA
History of Social Media: Then and Now
The roots of social media stretch far deeper than you might imagine. Although it seems like a new trend,
sites like Facebook are the natural outcome of many centuries of social media development.
Social Media Before 1900
The earliest methods of communicating across great distances used written correspondence delivered
by hand from one person to another. In other words, letters. The earliest form of postal service dates
back to 550 B.C., and this primitive delivery system would become more widespread and streamlined in
future centuries.
In 1792, the telegraph was invented. This allowed messages to be delivered over a long distance far
faster than a horse and rider could carry them. Although telegraph messages were short, they were a
revolutionary way to convey news and information.
Although no longer popular outside of drive-through banking, the pneumatic post, developed in 1865,
created another way for letters to be delivered quickly between recipients. A pneumatic post utilizes
underground pressurized air tubes to carry capsules from one area to another.
Two important discoveries happened in the last decade of the 1800s: The telephone in 1890 and the
radio in 1891.
Both technologies are still in use today, although the modern versions are much more sophisticated
than their predecessors. Telephone lines and radio signals enabled people to communicate across great
distances instantaneously, something that mankind had never experienced before.
Social Media in the 20th Century
Technology began to change very rapidly in the 20th Century. After the first super computers were
created in the 1940s, scientists and engineers began to develop ways to create networks between those
computers, and this would later lead to the birth of the Internet.
The earliest forms of the Internet, such as CompuServe, were developed in the 1960s. Primitive forms of
email were also developed during this time. By the 70s, networking technology had improved, and
1979’s UseNet allowed users to communicate through a virtual newsletter.
By the 1980s, home computers were becoming more common and social media was becoming more
sophisticated. Internet relay chats, or IRCs, were first used in 1988 and continued to be popular well into
the 1990’s.
The first recognizable social media site, Six Degrees, was created in 1997. It enabled users to upload a
profile and make friends with other users. In 1999, the first blogging sites became popular, creating a
social media sensation that’s still popular today.
Social Media Today
After the invention of blogging, social media began to explode in popularity. Sites like MySpace and
LinkedIn gained prominence in the early 2000s, and sites like Photobucket and Flickr facilitated online
photo sharing. YouTube came out in 2005, creating an entirely new way for people to communicate and
share with each other across great distances.
By 2006, Facebook and Twitter both became available to users throughout the world. These sites remain
some of the most popular social networks on the Internet. Other sites like Tumblr, Spotify, Foursquare
and Pinterest began popping up to fill specific social networking niches.
Today, there is a tremendous variety of social networking sites, and many of them can be linked to allow
cross-posting. This creates an environment where users can reach the maximum number of people
without sacrificing the intimacy of person-to-person communication. We can only speculate about what
the future of social networking may look in the next decade or even 100 years from now, but it seems
clear that it will exist in some form for as long as humans are alive.
(https://smallbiztrends.com/2013/05/the-complete-history-of-social-media-infographic.html
The Evolution of Media in the Philippines
1. Pre-Colonial Period
- The umalohokanor town carrier served as a walking butting who went around the
barangay to deliver public announcements. Different forms of literature were also
developed during the pre-colonial years:
a. includingsabi (maxim),
b. bugtong (riddle),
c. kumintang (war song) of the Tagalogs;
d. tutul(folk tale),
e. darangan (epic poetry)of the Maranaws
f. decrees and other forms of literature were immortalized through scripts on leaves
and barks of trees, written in ancient Filipino systems of writing, such as baybayin
and kavi.
2. Spanish Period
- Filipino natives were introduced to print media using paper and ink.
- In 1953, the Philippine islands published its first ever book – Doctrina Christiana, a
book dealing with Christian doctrine.
- First Spanish sheet of information called Aviso al public appeared in the Philippines
in 1809. However, Del Superior Gobiernowas the first regular newspaper in the
country introduce by the Spanish government in 1811.
- La Esperanza (1846) was the first newspaper distributed daily in the country. All of
these papers catered to the Spanish elite, focusing on news from Spain.
- Strict government censorship was applied to newspapers. In fact, upon learning that
KATIPUNEROS used the installations of Diario de Manila in printing nationalistic
leaflets, the Spanish government closed down the said printing press in 1898
despite being in the business for almost 50 years.
- Upon the rise of Filipino ilustrados, nationalistic newspapers came into existence.
 La Solidaridad (1889) – established by the reformist from the Propaganda
Movement;
 Kalayaan (1898) – the official organ of the Katipunan;
 La Independencia (1898) - the most widely read newspaper of the
revolution.
 La libertad (1898)
 El Heraldo de Iloilo (1898)
- Cinema came to the Philippines in 1897. A Spaniard name Pertierra introduced the
motion picture to Filipinos in Manila on January 1, 1897. By August 1897, the
Spanish soldier Antonio Ramos opened up a movie house in Manila for the general
public to enjoy. To attract patronage, Ramos also filmed local scenes in Manila,
making him the first motion picture producer in the country.
3. American Period (1898-1946) – newspapers published by American journalists were introduced.
- The Manila Times (1898)
- The Bounding Billow, and Official Gazette ( 1898)
- Manila Daily Bulletin (1900)
- Philippine Free Press (1908)
- The Philippine Herald (1920) – nationalist newspaper, organized through the efforts
of Manuel L. Quezon.
- El Nuevo Dia ( The New Day, 1900) – founded by Sergio Osmena in Cebu
- El Renacimiento (1908)
- Sakdal (1930)
It was also during this that broadcast radio was introduced in the Philippines.
- KZKZ (1922), KZRM, KZEG, KZIB – all radio station were delivered in English.
- The first feature films with and without sound also emerged
- 1930s-1950s, the Golden Age of Philippine Cinema began.
- Another important mass medium was the komiks.Antonio Velasquez, regarded as
the “Father of Filipino Komiks” (1926).
- Velasquez in cooperation with Romualdo Ramos, first illustrated a cartoon character
named Kenkoy, published in January 11, 1929 issue of Liwayway.
4. Japanese Period- during WWII, Japanese who occupied the Philippines (1941-1945) disbanded
all publications except those used by the Japanese government.
- However, underground papers still made their rounds in the country. The period
that followed, the Postwar Era (1945-1972), became the golden age of Philippine
journalism, for the Philippine press was considered the “freest in Asia”
- In 1953, television was introduced in the country.
5. Martial Law Period – the Philippine media experience turbulence during the administration of
the late Pres. Ferdinand Marcos (1969-1986). Privately owned media institutions were taken
over by the government when Martial Law was declared on September 21, 1972.
- The media was fully censored and many editors and journalists who became critical
of the Marcos government were either arrested or had gone underground to avoid
arrests and possible incarceration in military prison camps.
- Broadcast stations such as ABS-CBN 2, RPN 9, IBC 13 were also sequestered by the
government.
- Underground press became the alternative medium by the anti-Marcos groups.
However, amid the repressive political government, the film industry flourished
during this time, with notable filmmakers producing what may be considered as the
best in Philippine cinema.
6. Post-Martial Law Period – the People Power Revolution of 1986 proved beneficial to the media
industry as censorship was lifted and the freedom of expression, of speech, and the of the press
were reinstituted.
- Democracy was reestablished.
- Internet was first made available in the Philippines on March 29, 1994 through a
connection made by Benjie Tan at a PLDT network center in Makati City.
- Today there are 44.2 million active internet users in the country, representing 44%
of the total population estimated at 101M.
- Interestingly, there are 114.6million mobile subscriptions in the country as of 2015,
which is more that the total Filipino population. This only means that many Filipinos
own more than one mobile phone, reflecting their need to have greater access to
information.
- Government agencies and private entities are now using the power of mobile
technologies and the internet in communicating and transacting with their clients.
Legal, Ethical and Societal Issues in Media and Information
- To become a media and information literate individual, you must know the legal, ethical, and
societal issue associated with the consumption and production of media information, and put
the proper ways of consuming and producing information into practice.
Plagiarism – stealing somebody’s idea and pretending that it is your own.

- It is intellectual theft. It breaks the commandment “Thou shall not steal.”
- Comes from the Latin word “plagiarus” which means “kidnapper,” thus used nowadays in the
sense of “intellectual theft.”
- Republic Act No. 8293, known as the “Intellectual Property Code of the Philippines.”
- Plagiarism does not involve only words. It also involves ideas.
- The prohibition against plagiarism protects the ideas itself, no matter how it is expressed.
- Therefore, using different words or even a different language but expressing the same ideas is
plagiarism.
Copyright – protects the expression of an idea of the exact words of the original author.
General types of Plagiarism:

1. The cut and paste – refers to literally copying and pasting without including proper citations.
2. Word-switch – includes the usage of alter vocabularies or substitution of words and
paraphrasing without giving proper attribution.
3. Style – refers to the substitution of your own sentences or paragraph or making alterations.
4. Metaphor and idea – refer to the usage of metaphors and ideas without proper
acknowledgement.
Ethical vs. Legal
Law – in general perspective, is a set of universally accepted rules, accepted and enforced within a
certain territory or entity.
Ethics – a word derived from the Latin ethikos meaning “character,’ defines how individuals prefer to
interact with one another.
- Ethics is related to the moral obligation of knowing what is right and wrong that guides people
to choose what is accepted over unaccepted, and to do what need to be done and what is just.
*Unlike laws, people cannot be compelled to follow or to subscribe to all ethical behaviors, hence
cannot be enforced. Not all things legal are ethical, and vice versa.
- For example, a businessman pays a journalist to advertise his products in the latter’s column. The law
does not prohibit the journalist to receive the task, so if the journalist accepts the job, it is technically
legal. However, envelopmental journalism, or the practice of bribing journalists, is unethical.
- A journalist wants to expose a corrupt politician by getting the latter’s bank transaction records as
proof. The law says that what the journalist is about to do is theft and is subject to sanction, but
revealing corruption for the benefit of the many can be considered ethical.
* Both laws and ethics are important aspects to sustain a stable and harmonious society, applicable to
all walks of life and professions. These two concepts are important in keeping the stability, balance, and
welfare in the society of diversity and differences.
Issues on Intellectual Property
- Intellectual Property (IP) - anything that a person creates, designs, or invents that can be
treated as an asset or physical property (The UK Copyright Service, n.d.)
.
- “Any creation of the mind” (World Intellectual Property Organization WIPO).

- Drawings, essays, and poems you do as academic requirements are just some of your
intellectual properties.
- IPs are protected by law. According to the Intellectual Property Code of the Philippines, IP use
bears a social function that helps promote national development and progress. The law enables
IP owners to gain recognition (monetary payment or acknowledgment) for their creativity, and
encourage more people to become more creative and innovative (WIPO, n.d).
Rights of IP owners:
1. Copyright – the exclusive legal right of an IP owner to reproduce, sell, or distribute a material
that he/she has created (WIPO, n.d.). Not only can IP owner manufacture or sell copies of
his/her material, he/she can also prevent other from doing the same.
The scope of copyright can be subdivided into two:
a. Economic right - the privilege of a copyright owner to sell or gain financial benefit from
his/her IP;
b. Moral right – the owner’s entitlement that the IP is his/her own original work and none
could ever claim it as theirs.
Key principles of Copy right (Rob Aft and Charles-Edouard Renault, 2011):
1.1. Exclusivity – if a third party wants to use the copyrighted work, the owner has the right to
decide whether he/she would authorize or prohibit the usage.
1.2. No formalities for establishment – the ownership of copyright starts from the time of
creation and does not require any formal registration.
1.3. Contractual freedom – righteous holders can define their own terms and conditions in cases
of reproduction.
1.4. Remuneration – any person who aims to use a copyrighted work of another must provide
equitable remuneration through monetary payment (that covers the copyright owner’s
economic right) and/or acknowledgement (that covers the copyright owner’s moral right).
1.5. Territoriality – the author has the power to decide regarding the covered geographical
scope and license of his/her work.
1.6. Enforcement – the holder can enforce his/her rights against unauthorized use of his/her
work.
*Copyright is automatically given to an IP owner upon the conception of his/her work. Because of the
Berne Convention (1886), this copyright is recognized even in international territories or in countries
that signed the said convention.
- Normally, the creator of an IP is the owner of its copyright. However, there are some points to be
considered upon this ownership, such as employment and commissioning. According to the Intellectual
Property Office of Singapore (IPOS), if the IP is created by an employee pursuant to the terms of his/her
employer, the employer owns the copyright of the work. Moreover, if the IP is commissioned by another
person or group, the commissioner owns the copyright of the work.
- A copyright owner may use the symbol © to simply notify that his/her work is copyrighted, thereby
warning a third party from infringement. However, preferring not to use the symbol does not signify
that a copyright owner loses his/her copyright protection.
- An IP is covered by copyright during the lifetime of the IP owner and 50 years after his/her death.
However, the IP owner or his/her legal successors can renew the copyright after its expiration. Only
after an IP’s copyright expires and its owner or legal successors fail to renew the copyright can it be
considered as public domain.
*Public domain – refers to works that are not covered by IP rights (copyright, trademark, and patent),
due to expiration or forfeiture of rights.
2. Trademark – is a name, word, slogan, and symbol, among others, that identifies a product or
organization (WIPO, n.d.). It is characterized by the symbols ™ and ®.
- Unlike copyright, trademark requires registration. This is because if a material is a registered
trademark of a group or organization, no other party can every use it.
3. Patent – is a government license given to industrial processes and inventions that gives its
creator an exclusive right to use, sell, or manufacture the said IPs (UK copyright Service, n.d.).
For example, the light bulb was patented to Thomas Edison, therefore, he was the only person
who could sell the product during the effectivity of his patent.
Infringement – violation or infringement of IP rights is subject to sanctions around the world. In the
Philippines, IP rights protected by RA 8293, or the Intellectual Property Code of the Philippines (IP Code).
- Plagiarism and piracy (unauthorized downloading or distribution of copyrighted materials) are

the most common grounds of copyright infringement.
Penalty scheme:
1. For the first offenders – fine of Php 50, 000 to Php 150, 000 and/or imprisonment of one to two
years.
2. For the second offenders – fine Php 150, 000 to 500, 000 and/or imprisonment of three to six
years.
3. For third and subsequent offenders – fine of Php 500, 000 to Php 1.5 million and/or
imprisonment of six to nine years.
Fair Use
 Is the privilege given to users who wish to use copyrighted materials without prior permission or
remuneration, if the benefit of a work to society outweighs the cost to the holder (Hobbs,
Donnely, Braman, n.d.). It applies to practices with the purpose of criticism, comments, news
and teaching and academic research (Rife, 2007).
 The recognition of fair use may decrease the profit, but doing so can bloom stimulus to other
profitable economic activity, as well as contribute to the information economy. The fair use
policy helps ensure that people have access to the information essential to them in order for
them to become functional and knowledgeable citizens.
Fabrication – the production of data or results and reporting them as true and correct, or simply an
invention of data (Zietman, 2013).
Falsification – is the manipulation of research materials, or the modification and/or omission of data in
information to meet a certain result (Zietman, 2013; Merton [as cited by Bornman, 2013]).
*Fabrication and falsification, when created to harm another person or entity, can be subject to legal
sanctions. An issuance of a false statement about another person or entity, which cause the
person/entity to suffer harm is called defamation, and is categorized into two types: slander and libel.
Slander refers to oral defamatory statements, while libel involves printed defamation.
Netiquette: Ethics on the Internet
People of different ages and cultures flock social media, search engines, and other websites
every day. It cannot be helped that social conflicts arise due to opposite opinions and beliefs. This is why
the practice of netiquette is significant for every person on the internet.
Netiquette is a body of conventions and manners in using the internet as a tool for data
communication exchange (Tedre, Kampurri and Kommers, 2006). The word “netiquette” comes from the
word “network” (internet) and “etiquette” (Chiles, 2013), thereby, making it the social guidelines on the
internet.
The following are the guidelines in interacting in cyberspace (Virginia Shea, 1994 as mentioned
by Richard Craig, 2005):
1. Remember the human – the first guideline is aligned with the golden rule “Do not do to
others what you do not what others to do unto you.” Imagine how you would feel if you
were in another person’s shoes. There is nothing wrong for standing up for yourself, but
always remember not to hurt other people’s feelings. Try not to be offensive by being
careful in choosing the words you share on the internet.
2. Adhere to the same standards of behaviour online that you follow in real life. Be ethical.
Follow the standards of cyberspace as you abide the laws of society.
3. Know where you are in cyberspace. The principles of netiquette may vary based on the
domain; what is acceptable for you may not be acceptable for others. If you are new on a
cyberspace domain, try to fit and learn the nature.
4. Respect other people’s time and bandwidth. Be sure that what you share is worthy of the
audience’s time and avoid creating disturbances in the bandwidths of the internet.
5. Make yourself look good online. Pay attention to the content of your writing. Be sure you
know what you are talking about. Always be clear and logical.
6. Share expert knowledge. Do not be afraid to share what you know.
7. Help keep flame wars under control. “Flaming” is what people do when they express a
strongly help opinion without holding back any emotion.
8. Respect other people’s privacy. Make sure not to invade others’ privacy.
9. Do not abuse you power. Knowing more than others do, or having more power than they
do, does not give you the right to take advantage of them.
Societal Issues in the Information Age
1. Digital Divide – the gap between digitally adept population and the non-technological ones.
- According to Internet Live Stat (2015), there are over 3.1 billion people all over
the world who have access to the internet, and are adept at using digital devices. These people
use digital products and services for diverse reasons – social networking entertainment,
economic development, entrepreneurship, education and health care among others. In this
case, over 3.1 billion people have already utilized new age technology to improve their lives.
- But despite the huge number of people benefitting from the technological
revolution, there is still 4.2 billion people who do not enjoy benefits of digital connectivity. West
(2015) stated a number of reasons; some of which are poverty, infrastructure, digital literacy,
and policy and operations barriers.
- Digital divide may also pertain to the gap between the younger and older
generations in terms of technological use. People born in the middle to late 1980s and 90s
belong to the “Internet Generation” or sometimes also called “Digital generation,” “Net
Generation,” or the “Millennials.” They grow up in the presence of arising technology unlike the
previous generation. Because of this, the younger generation became more internet and
technology – savvy that their parents, teachers, and older members of the society (Herring
2008).
2. Internet Addiction – the excessive or poorly controlled preoccupations, urges, or behaviors
regarding computer use and internet access that leads to impairment or distress.
- If the over usage of internet results in the person’s not functioning fully
as he or she did before, then this person can be considered an internet addict.
5 types of internet addiction (Young, 1998):
1. Cyber sexual addiction to adult chat rooms or cyber porn;
2. Cyber relationship addiction to online friendships or affairs that replace real life
situations;
3. Net compulsions to online gambling, auctions, or obsessive trading;
4. Information overload to compulsive web surfing or databases searches; and
5. Computer addiction to game playing or programming.
5 ways to control internet use (Rhiannon Lucy Cosslett (former internet addict), The Guardian writer,
2014):
1. Schedule your internet use;
2. Answer social media replies or mails on intervals;
3. Disable unnecessary notifications;
4. Spend more time doing other activities; and
5. Spend more time with people in person.
3. Cyberbullying – the intimidation, oppression, harassment, and discrimination done via

information and communications technology (ICT) (Belsey, 2004).
Various ways in which cyberbullying may occur (Williard, 2006):

 Flaming - sending angry, rude, vulgar messages directed at a person or persons
privately or to an online group.
- to attack someone verbally online.
- Often, flaming is a result when there is a heated difference of opinions on a
topic, and it has devolved into childish bickering
- Flaming is particularly common when the discussion involves hot-button topics,
like politics and the presidential election, abortion, immigration, climate change, police
brutality, and anything involving religion.
 Harassment - repeatedly sending a person offensive messages.

 Cyberstalking - harassment that includes threats of harm.
 Denigration (putdowns)- sending or posting harmful, untrue, or cruel statements
about a person to other people.
 Exclusion – actions that specifically and intentionally exclude a person from an
online group.
4. Cybercrime- aside from cyberbullying, other illegal acts happen within the internet. These acts
include hacking, child pornography, identity theft, online libel, illegal access to data, online
piracy, cybersquatting, and other computer-related offenses.
In the Philippines, these criminal offenses are aimed to be restrained by RA 10175 or the
Cybercrime Prevention Act of 2012.
5. Freedom of Information – one of the most pressing issues in recent years that is directly
relevant to information usage is the freedom of information, which has become a focus of
heated debates for the past years. As part of transparency and accountability measures, many
organizations, especially in the media sector, have sought the passage of a freedom of
information bill that will allow the disclosure of all important public documents. This is in line
with the specific provision in the Philippine Constitution (Art. 3, Section 7) that states:
The right of the people to information on matters of public concern shall be recognized.
Access to official records, and to documents and papers pertaining to official acts,
transactions, or decisions, as well as to government research data used as basis for
policy development, shall be afforded the citizen, subject to such limitations as may be
provided by law.
Why is freedom of information law important? This ensures that all information, including
official acts, transactions, or decisions, as well as government research data used as bases for policy
development, regardless of its physical form or format, will be made available for public consumption
and scrutiny. This ensures that the people are given the access to study, evaluate, and analyse
government transactions that will, in turn, ensure transparency in the government.
COMMUNICATION
o Definition – the act of process of using words, sounds, signs or behavior to express or
exchange information of to express your ideas, thoughts, feelings, etc., to someone els. (
http://www.merriam-webster.com)
- The exchange of information and the expression of feeling that can result in
understanding. (http://dictionary.cambridge.org)
o What are the two types of communication?

1. Non-verbal Communication – signs, symbols colors, gestures, body language, facial
expression
2. Verbal Communication – oral and written
o Elements
1. SENDER/ENCODER
The sender also known as the encoder decides on the message to be sent, the
best/most effective way that it can be sent. All of this is done bearing the receiver in
mind. In a word, it is his/her job to conceptualize.
The sender may want to ask him/herself questions like: What words will I use? Do I need
signs or pictures?
2. MEDIUM
The medium is the immediate form which a message takes. For example, a message
may be communicated in the form of a letter, in the form of an email or face to face in
the form of a speech.
3. CHANNEL
The channel is that which is responsible for the delivery of the chosen message form.
For example post office, internet, radio.
4. RECEIVER
The receiver or the decoder is responsible for extracting/decoding meaning from the
message. The receiver is also responsible for providing feedback to the sender. In a
word, it is his/her job to INTERPRET.
5. FEEDBACK
This is important as it determines whether or not the decoder grasped the intended
meaning and whether communication was successful.
There are many ways of defining what communication is or how it works. But it has two distinct
elements that are intrinsically interconnected with the concept of communication – media and
information.
One of the functions of communication is to inform. This is made possible through the use of media.
: Media and Information Languages
Media Language is a method, consisting of signs and symbols, used by information producers to convey
meanings to their audiences (Orlebar, 2009). It is a set of technical codes and conventions to
communicate information (UNESCO, 2016). Each medium has a specific media language.
- Fiction authors utilize words to create vivid descriptions of environments that would
immerse the audience in different world. Because of this, readers have the ability to create
their own picture of the story through their own interpretation of the details presented.
- Television or film, viewers are spoon-fed with concrete details from which their imagination
could not be exercised. When people watch a soap opera, they base their interpretation of
the story, not just on the characters’ lines, but also on other elements, like time, actions,
clothes, and setting. A message is presented as is, and viewers have less or no control of
interpreting its meaning.
 Media languages can be written (writing styles, punctuation), verbal (diction, stress), non-verbal
(gestures, facial expressions), visual (camera angles, colors), and aural (diegetic and non-diegetic
sounds).
Codes and Conventions
Codes – are systems of signs that are put together to create arbitrary meaning (Fiske, 1987).
2 types of Codes:
1. Technical Codes – are ways in which materials are used to tell the story in a media text, such
as camera angles and techniques, framing, lighting, and exposure.
2. Symbolic codes – comprise of objects, setting, body language, and actions that signify things
more than what is seen by the audience. Usual symbolic codes include hand gesture and
colors (e.g. okay sign – thumbs up, anger – closed fist) and symbols (e.g. red rose – love,
black-death).
 There are also codes that can be classified as both technical and symbolic, such as music.
Conventions – is a practice or technique that is widely used in a field (David Croteau and William
Hoynes, 2003).
- This is a habit or a long accepted way of doing things, relatively on the style or content.
- For example, one convention in the Filipino news broadcast is how anchors report news
with louder, non-monotonous voice.
Classifications of Conventions
1. Technical convention – is applied to the technical area, such as the length of television
series, films, or music videos,
2. Genre Convention – is usually associated with the type of the content. Classic genres
include musicals, horror films, war films, comedy movies, romance films, and others.
 In most Filipino horror movies, conventionally, it contains local type of horror characters (e.g.
tikbalang, kapre, white lady, etc.). In romance shows or films, Filipinos have been accustomed to
the poor vs. rich or Romeo and Juliet plots of love story.
Media Representations
- Many scholars have proven that most of the media content are different from the real
characteristics of the social world (Croteau and Hoynes, 2003). Codes and conventions are
used to represent an information in a specific manner that oftentimes do not represent
reality. This is referred to as media representation.
Croteau and Hoynes (2003) provided several issues that explained how media represent the
world:
1. Media representations are not the realities of the world, but only results of selection
processes that highlight some aspects of reality and neglect the others.
- Since modern people live in a society saturated with many media messages and information,
they tend to be selective in their choices.
- On the other hand, due to the limitations of time, space, resources, and other constraints,
media producers have to take into consideration their target clients or audience, profit, and
other aspects in producing information.
- Take the case of news reports. When super typhoon, Yolanda hit Eastern Visayas in 2013,
most media organizations were not able to present all sides of the stories for they could not
reach all the locations affected by the typhoon. Hence, they have only managed to interview
or shoot information from selected realities in the area.
2. Information producers use media to develop some ideals, or to convey beliefs or
principles.
- By doing so, they highlight all pros of the principle that they want to impart to the masses.
- Example are GMA 7’s My Husband’s Lover (2013), which tackled sensitive issues in the
mostly conservative Filipino society, such as homosexuality, homophobia, and gender
discrimination; and ABS-CBN 2’s Budoy (2011-2012), which indtroduced mental health
issues in the Filipino primetime television.
3. The definition of the term “real” is indefinite for many scholars. They point out that there
can never be a real world, since what many perceive as “real” are only framed to include
certain components of the many-sided of reality.
- Also, culture affects how people view reality.
- For example, as explained by sociologist Chester Hunt (1954), a tree for someone in Manila
is something that provides shade and lumber; however, for the Cordillerans, a tree is a
home of gods.
*People do not always watch or listen to media to know what is socially real. Most treat media
information as an escape from their existing realities. Sometimes, they prefer indulging in comedy
shows or drama programs because they feel tired of the gravity in news or documentaries, or because
these shows represent their frustrations in their real world.
The Media Audience
- Before, media audience were considered as passive individuals who accept any information
without further evaluation. Many times people were deceived by hearsays, digitally edited
photos, propagandas, and sensationalized information. But as technology made it easier for
people to gain more information and evaluate facts from fiction, the media audience slowly
transformed from being passive to active consumers of information.
- People are now able to create their own interpretations and meanings of media
information. Croteau and Hoynes (2003) gave three areas which proved the activeness of
people in consuming media information:
1. Interpretation – the present media audience is interpretive. When producers create

media information, the audience develop it through their own understanding.
However, the audience interprets messages individually, assigning various meanings

to these based of different contexts.
Since people are constantly flooded with information every day, they filter these by
ignoring most of them and paying attention to some information only. Potter (2008)
explains that people tend to avoid paying attention to all messages, which are
mostly accomplished when their minds are on auto-pilot.
2. Collective interpretation of media – media messages are interpreted socially

(Croteau and Hoynes, 2003).
People create media interpretation through social interaction with relatives, friends,
classmates, or other individuals to whom they interact with. They discuss different
issues within their social groups. Usually, whatever interpretations most of the
members in a social group share, if justified well, is eventually adopted by other
members.
3. Collective political action – perhaps the greatest indicator of media audience’s

activeness is collective political action. How the Filipinos responded to the call of
Jaime Cardinal Sin in 1986 that led to the first people power in the country; to the
group messages sent across the metro to accomplish the second people power; to
the fight for the sovereignty in the West Philippines Sea; and many others are clear
manifestations that media audience in the Philippines are not just active socially,
but also politically.
Types of Media
Classification of Mass Media
1. Print Media – the industry of printing and distributing information, it is the oldest form of the
media.
- Early news sheets appeared in early 700-100 BCE, when the Chinese imperial courts
circulated the ti-pao (government gazette) throughout China
- The ancient Roman government published a news sheet known as the Acta Diurna (Daily
events, carved on stone or metal, which were regularly posted in the Roman Forum.
- Contributing to the widespread use of the print medium is the development of the
Gutenberg press in the 1440s.
- British philosopher Francis Bacon once regarded printing as one of three inventions that
“changed the whole face and state of things throughout the world,” the other two being
gunpowder and compass.
Forms of Print Media

a. Books - considered to be the oldest, which can be traced back as far as 3 500 BCE with the
invention of the Sumerian ancient style of writing, the cuneiform.
- Books contain almost any kind of information. A book can be a novel, an instructional
material, an anthology of creative works, etc.
b. Newspaper - is a lightweight, serial publication which comes out regularly (daily, weekly, or
monthly), and contains news on current events of special or general interest.
- Newspaper can be regarded as the first to reach the mass audience, serving all classes in
society.
- London’s Daily Courant was the first daily newspaper (1702),
- The Sun the first “penny press” (tabloid/cheap)- mass circulation media which began in
1833.
- The first modern newspapers started in print size, until it grew into what came to be called
broadsheet, which measures six columns wide and 22/14 inches long. The most prominent
local broadsheets in the Philippines nowadays are Manila bulletin, Philippine Daily Inquirer,
and The Philippine Star. Another type of newspaper is the Tabloid, which is half the size of a
broadsheet. There are about 23 tabloid newspapers in the country, such as Abante, People’s
Journal, Pilipino Star Ngayon, and Inquirer Libre.
c. Magazine – which targets a variety of audiences by offering a variety of articles that aim to
entertain, inform, or advertise.
- in 1731, Englishman Edward Cave, the publisher of The Gentleman’s Magazine, invented
the term “magazine” from the Arabic word makhazin, which means “storehouse.”
- Magazines are primarily intended to entertain readers.
- Today magazines are characterized by their highly appealing and colorful prints on
special papers. Some of the most popular magazines in the world are National
Geographic, Time, and Reader’s Digest. In the Philippines,magazines, printed on glossy
papers or on newsprints, come in different varieties; show business, fashion, home

living, food, travel, and more.
d. Journal – similar to magazine. It is periodic publication focusing on a specific field of study.
The main difference between a journal and a magazine is that the former is peer reviewed,
which means selected experts reviewed its content before having it mass published.
2. Broadcast media - the broadcast media is commonly associated with two forms: the radio and
the television.
- as described by Robles and Tuazon (2014), “broadcasting is a form of mass communication
that utilizes radio and television to transmit messages and programs via the airspace.” In
this context, airspace means the part of the atmosphere where frequency bands are
available to transmit messages to and from broadcast devices.
- The history of the broadcast medium can be traced to the development of technology in the
electronic age.
- In 1877, Thomas Edison introduced the cylinders for his phonographs. This was followed by
other forms of sound recordings.
- In 1948, Columbia Records introduced long playing (LP) 331/3-rpm disks, beginning a new
mass medium since print was developed.
- In 1963, Cassette was invented, which used magnetic tapes.
- Compact disks or CDs, as popularly known, emerged as the dominant type of recording in
the early 1980s until digital formats were created in the late 1990s to early 2000s.
- In 1880s, film cameras and projectors were invented by Thomas Edison.
- In 1885, Auguste and Louis Lumiere invented the cinematograph, a camera and developing
machine that can project visual images on screens. This inventions led to the development
of film or motion pictures. Early motion pictures were made without sound and in black and
white.
- In 1927, sound movies were first introduced, while the colored format emerged in the late
1930s.
 Most Film scholars consider the 1950s as the golden era of Philippine Cinema when filmmakers
began producing outstanding commercial films in black and white. This lasted until the 1970s to
early 1980s, which featured notable film directors such as Ishmael Bernal, Lino Brocka, Celso Ad
Castillo, and Peque Galiaga. Filipino films being produced this period reached approximately 200
films a year.
 However, with the emergence of film piracy and the domination of foreign films in the late
1990s to early 2000s, the Philippine film industry saw a dramatic decline, with only around 20-
30 films being produced yearly.
- The first radio signals were transmitted by Guglielmo Marconi in 1895. Then radio
broadcasting began in early 1900s with the first long distance voice and music transmission
don by physicist Reginald Fessenden. Since then, radio became the primary transmitter of
news and auditory entertainment (music and audio dramas) in Western societies.
- Radio was introduced in the Philippines in 1922 during a test radio broadcast form the
Nichols Air Field in Pasay, attributed to an American known as Mrs Redgrave. This is also
considered as possibly the first radio broadcast in Asia (Braid and Tuazon, 1999).
- Commercial Radio Broadcasting started in 1924 with the establishment of KZKZ (AM) by
another American, Henry Herman Sr.
- The oldest radio station in the country is DZRH, which first signed in as KZRH in 1939.
- The Philippine Broadcasting System (PBS), a government-owned radio broadcasting
company, is known to be the pioneer for development broadcasting with its broad news and
public affairs program. Since then, the radio became formidable and an important mass
medium among Filipinos. In fact, the radio played an important role in many events in the
country’s history. During the WWII, then KZRH broadcasted the “Voice of Freedom” from its
transmitter in Corregidor. Anchor Norman Reyes announced the fall of Bataan in 1942:
“Bataan has fallen…But the spirit that made it stand, a beacon of all liberty-loving people of
the world, cannot fall.” Another example of important role of the radio was the 1986 People
Power Revolution, which led to the fall of the Marcos dictatorship. It started with an appeal
from the late Jaime Cardinal Sin aired over the Catholic Radio, RAdyo Veritas, to support
then Gen. Fidel V. Ramos and then Defense Minister Juan Ponce Enrile as they defend
themselves form military troops loyal to then President Marcos who were instructed to take
control of Camp Aguinaldo.
- Another famous broadcast medium is television, developed from the technology used in
radio. The Pioneer Corporation introduced the first television sets to the USA and the first
television stations went on air in 1941. By 1948, almost three percent of all households in
the USA already owned TV receivers (Potter, 2008).
- Locally, it was not until 1950s that it finally arrived in the Philippines. The University of Santo
Tomas and FEATI University in Manila are credited for experimenting with televisions before
it turned commercial in 1953 through the opening of DZAQ-TV Channel 3 of the ALTO
Broadcasting System in Manila. Currently, there are three major local television networks in
the country, ABS-CBN Channel2, TV5 and GMA Channel 7.
- The television became the major entertainment and information medium of the public,
resulting to a decrease in movie attendances, radio listenership, and newspaper readership.
Because it provides the audiences both sound and visual satisfaction, as well as
individualized media experience (people watch TV programs in the privacy of their own
homes), the public easily accepted the television as a source of entertainment and
information better than any other media.
3. New Media – technological advancement in the past decades led to profound changes in the
field of communication and media. These developments paved the way for the discovery of new
media.
- the term “new media” has been in use since the 1960s (McQuail, 2010). Generally, it refers
to digital media that are interactive, incorporating two-way communication, and involving a
form of computing (Logan, 2010). As opposed to the traditional media, new media is linked
with information and communication technologies that has been developed in recent years.
These include computers, internet, satellite televisions, compact disks, e-book readers, and
more.
Media Convergence - it is the phenomenon that connects different forms of media together. As
Britannica writer Terry Flew (2016) puts it, media convergence is the result of the internet and of media
content digitalization, rounding up the “three Cs” in media – computing, communication, and content –
into one.
- However, convergence in media does not only refer to the merging of distinct technologies,
but also to the interconnection created by the melding of the different media platforms
today.
- According to Burnet and Marshall, as cited by Jeff Wilkinson (2005), convergence is the
“blending of the media, telecommunications and computer industries,” or simply the
process where all forms of mediated communication come together into one digital form.
PREPARED BY:
Raymart M. Ramos
Instructor

Media and Information Literacy Notes

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CORMED (Media and Information Literacy)

MEDIA AND INFORMATION LITERACY

b. Information Literacy – refers to the abilities to recognize when information is needed

The Value of being a Media and Information Literate Individual

II. The Evolution of Traditional to New Media

Example forms of media:

Example forms of Media:

Example Forms of Media:

 Web browsers: Mosaic (1993), Internet Explorer (1995)

Traditional vs. New Media

What is Traditional Media?

What is New Media?

Another important evolution in the world of television is the penetration of subscription-video-on-

By Melissa Parks (http://keypathedu.com/blog/2016/07/21/evolution-traditional-new-media)

TRADITIONAL MEDIA VS NEW MEDIA

 Media experience is limited  Media experience is more

HISTORY OF SOCIAL MEDIA

History of Social Media: Then and Now

Social Media Before 1900

Social Media in the 20th Century

Social Media Today

The Evolution of Media in the Philippines

Legal, Ethical and Societal Issues in Media and Information

Plagiarism – stealing somebody’s idea and pretending that it is your own.

General types of Plagiarism:

Ethical vs. Legal

Issues on Intellectual Property

- “Any creation of the mind” (World Intellectual Property Organization WIPO).

- Plagiarism and piracy (unauthorized downloading or distribution of copyrighted materials) are

Netiquette: Ethics on the Internet

6. Share expert knowledge. Do not be afraid to share what you know.

Societal Issues in the Information Age

3. Cyberbullying – the intimidation, oppression, harassment, and discrimination done via

Various ways in which cyberbullying may occur (Williard, 2006):

 Harassment - repeatedly sending a person offensive messages.

o What are the two types of communication?

: Media and Information Languages

Codes and Conventions

The Media Audience

1. Interpretation – the present media audience is interpretive. When producers create

However, the audience interprets messages individually, assigning various meanings

2. Collective interpretation of media – media messages are interpreted socially

3. Collective political action – perhaps the greatest indicator of media audience’s

Classification of Mass Media

Forms of Print Media

papers or on newsprints, come in different varieties; show business, fashion, home

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