Media Literacy in

Theory
Prepared by:
Mr. Bonjovi H. Hajan
MIL Teacher
O Media literacy is a framework
that proves us with the tools
and techniques to navigate
media and its myriad of
messages.
Understanding Media Literacy

O The media literacy movement

formalized as a worldwide effort
to make sense of what happens
to audiences exposed to
constant messaging via
different media forms.
 Brief History
O The negative influence of certain media
exposures to children
O Aggressive adult men and perfect “wife
material”
O Concerned citizens
O The United Nations Educational,
Scientific and Cultural Organization
(UNESCO)
Expanding Definitions of ML
“Media literacy is the ability to
access, analyze, evaluate, and create
media in a variety of forms.”

- Aspen Media Literacy Leadership

Institute
“Media literacy is a 21st century approach to
education. It provides a framework to access,
analyze, create and participate using
messages in a variety of forms—from print to
video to the internet. Media literacy builds an
understanding of the role of media in society
as well as essential skills of inquiry and self-
expression necessary for citizens of a
democracy.”

-Center for Media Literacy

“MIL stands for media and information
literacy, and refers to the essential
competencies such as knowledge, skills
and attitude 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
The Need for a Media Literate
Citizen
O Why do we need to be media literate?
O Media literacy is not about being
technical experts of certain gadgetry; it
is all about being knowledgeable of
certain democratic processes that
transpire through the use of media.
 Basic Concepts and
Principles
The American Frameworks
 All media messages are constructed
 Media messages are constructed using a creative
language with its own rules
 Different people experience the same media
messages differently
 Media have embedded values and points of view
 Most media messages are organized to gain profit
and/or power
 There is a need…

To have our own informed

understanding, reading, and
interpretation of the media messages
that come our way.
The Canadian Framework

Media are constructions

Audiences negotiate meaning
Media have commercial implications
Media have social and political
implications
Each medium has a unique aesthetic
form
Information Literacy
in Theory
Defining Information Literacy

O “Information competency” or
“information fluency”

O A set of competencies for obtaining,

understanding, evaluating,
adapting, generating, storing, and
presenting information for problem
analysis and decision-making.
Information Wisdom

Knowledge
Characteristics of the
Information Literate Person
Critical thinking
Analyzing information and using it for self-
expression
Independent learning
Producing
Being informed citizens and professionals
Participating in the governance and
democratic processes of their societies
Characteristics of the
Information Literacy Process
1. Identifying/recognizing information needs
2. Identifying sources of information
3. Locating or retrieving information
4. Analyzing and assessing the quality of information
5. Organizing, storing, or archiving information
6. Using information in an ethical, efficient, and
effective way
7. Creating and communicating new knowledge
8. Knowing when to stop information search.
Media and Information
Literacy in Practice
Intersecting Media Literacy
and Information Literacy
O There are various meanings we get
from different types of media
messages. How are you so sure if
the meanings we are consuming
are healthy or not?
O Information needs a vessel, the
media, to transfer its body of
organized data; from one entity to
another; while media needs
information to carry and deliver
content.
 UNESCO

O Views media and information literacy

as “vital to the empowerment of
people” and states that it “has
become an important prerequisite for
harnessing ICTs for education and
fostering equitable access to
information and knowledge.”
 The Main Concerns of MIL
O MIL concerns the role and function of media and other
providers of information such as libraries, archives, and the
internet in our personal live and in democratic societies.
O ML promotes individuals’ rights to communicate and
express.
O MIL promotes individuals’ rights to seek, receive, and
impart information and ideas.
O MIL encourages the evaluation of media and other
information providers based on how they are produced, the
messages being conveyed, and the role of the intended
audience.
O MIL emphasizes the importance of citizen’s participation in
society and survival.
 Characteristics of a Media and
Information Literate Person
 Ca understand media’s influences and representations
 Can make informed and independent decisions
 Can learn about the world around them
 Can build a sense of community
 Can maintain public discourse
 Can engage in lifelong learning
 Can produce information
 Can think critically
 Can use media for self-expression and creativity
 Can use media in a safe and responsible way
 Can participate in democracy and the global information
network
 MIL Core Skills
Aesthetics and creative skills

Interactive skills

Critical analysis skills

Security skills
 Description

Analysis
MIL Stages:
Critical Interpretation
Analysis
Evaluation

Engagement