MEDIA AND

INFORMATION LITERACY
Introduction to MIL
Presented by:
Danina Marie C. Bituin, LPT, MBA
What ICT?
Information and Communication Technology

✓ Information is the Knowledge that we obtain which helps up to fulfill our

daily tasks.

✓ Communication is a tool that helps us transmit and retrieve information

either Face-to-Face or Online interactions.

✓ Technology is the Scientific Knowledge that we use for us to create or

produce products to fulfill human wants and needs
 What is Media?
Let’s Define what is Media:

✓The term medium (the singular form of media) is defined as "one of

the means or channels of general communication, information, or
entertainment in society, as newspapers, radio, or television.“

✓Use to transfer of all kinds of information to individuals or

communities. It is defined as the whole of visual and audio tools that
have basic responsibilities.

We have the terms: INTERNET and WORLD WIDE WEB

Importance of Literacy
What is Literate?
✓It refers to a person who does not only read and write,
but also understand and solve problems. It can also mean
that a person is knowledgeable or well versed about a
specific subject or field.
 What is communication? What are the 2 types of
Communication?
✓ The act or process of using words,
sounds, signs, or behaviors to express
or exchange information. Or to express
your ideas, thoughts, feelings, etc., to ❑Verbal Communication
someone else. (Merriam Webster) ❑Non-Verbal Communication

✓ The exchange of information and the

expression of feeling that can result in
understanding. (https:// [Link])
Media
How do we process communication?
 3 CATEGORIES OF
COMMUNICATION MODELS
1. Linear Model – One way communication

2. Interactive Model – Two way communication

3. Transactional Model – Two way communication wherein the

message becomes more complex as the event progress.
 Laswell’s

❑ Developed by Harold Dwight Laswell on 1948. It ❑ It describes an act of communication by

is regarded by many communication and public defining who said it, what was said, in
relations scholars as "one of the earliest and what channel it was said, to whom it was
most influential communication models.” said, and with what effect it was said.
Laswell’s Model of Communication
Laswell being interested in the field of Political Science, was
concerned about the effect of the Media messages on the
recipients of the messages or in other words the audience. He was
of the belief that people holding Political power could create an
impact on the minds of the people. Hence Mass Media could be
used to create an effect on the minds of its audience.
Main characteristics of the Laswell’s model are:
1. A linear Model
o The sender prepares the message
o The message is the information being conveyed
o The message is encoded, or converted, to fit the channel
being used
o Various channels (email, radio, television, etc.) deliver the
message
o The receiver decodes and reviews the message

2. It is based on effect of the sender’s message on receiver.

Problems with Laswell’s Model

• There is no feedback for the message.

• It is very linear in nature

• It presents communication as more of a persuasive process

rather than an informative process as the focus is on the effect
that the communication causes on the receiver.
Shannon and Weaver Model of
Communication
 Shannon and Weaver Model of Communication

✓It has been called as the “mother of all Models”

✓Was developed around 1948 to 1949 by American
Mathematicians Warren Weaver and Claude Shannon.
✓The model deals with various concepts like Information
source, transmitter, Noise, channel, message, receiver,
information destination, encode and decode.
The Shannon and Weaver Model follows the concept of communication
in a linear fashion from sender to receiver with the following steps:

Example:
Harris made a call to his assistant; “Come here, We need to talk.” During his call, NOISE appeared
(transmission error) and his assistant received/heard “We need” only. Again, his assistant asked Harris
(feedback), “What do you want Mr. Harris?”

Sender : Harris
Encoder : Telephone (Harris)
Channel : Cable
Noise : Distraction in voice
Decoder : Telephone (Assistant)
Receiver : Assistant.
 There are Levels of problems of communication according to
Shannon and Weaver, they are:

1. Technical 2. Semantic 3. Effectiveness

problem problem problem
✓How a channel ✓Is the meaning ✓How effectively
causes a of message sent does the
problem and received message cause
very different reaction
Invented by David Berlo in 1960
 Berlo’s Model of Communication
✓ A linear model that describes how communication works by breaking
it down into four components: Sender, Message, Channel, and
Receiver.
✓ The model views communication as a process of transferring
information, and the efficiency of communication is determined by
how well the receiver’s reaction matches the sender’s intent.
✓ It believes that for effective communication to take place, the source
and the receiver need to be on the same level.
How is communication affected by
media and information?
 MEDIA AND
INFORMATION LITERACY
▪ Media and Information Literacy (MIL) provides answers to the
questions that we all ask ourselves at some point. How can we
access, search, critically assess, use, and contribute content wisely,
both online and offline.

▪ It could be information from other persons, the media, libraries,

archives, museums, publishers, or other information providers
including those on the Internet.
 What are the
differences between the
Traditional Media vs
New Media?
Creators of Media and Characteristics of a Good
Information: Media Practitioners:

1. Writers and journalists 1. Truthfulness

2. Editors 2. Fairness and

Objectivity

3. Directors 3. Responsibility and

Integrity

4. Performers 4. Empathy and

Sympathy

5. Visual Artists 5. Hard Working

Terms to understand
Media Literacy
✓The ability to read, analyze, evaluate, and produce communication
in a variety of media forms.
Information Literacy
✓The ability to recognize when information is needed and to locate,
evaluate, effectively use and communicate information in its
various formats.
Technology (Digital) Literacy
✓The ability to use digital technology, communication tools or
networks to locate, evaluate, use, and create information.
Media Literacy
▪ As centuries passed, a variety of information can now be accessed, not
only by reading books, but also through the use of different forms of media
and the technology that are on hand.

▪ Media literate people are better able to figure out

the complex messages we get from television,
radio, Internet, newspapers, magazines, books,
billboards, video games, music, and all other
forms of media.
Information Literacy
▪ It has been called as the “ Information Age” in the beginning of the 21st
century because of the explosion of Information output, information
sources, and acquiring knowledge.
▪ Information pertains to a specific data acquired for a
specific purpose. Gathering information or data depends
upon the person’s needs. And lastly, gathering facts that
will allow everyone to educate their selves about a
certain topic that they want to obtain.
Technology Literacy
▪ Is the ability to manage, understand, and effectively use appropriate
technology tools to communicate.
▪ In the modern time, technology is associated with machines, equipment,
device, or any invention that shows advancement in scientific knowledge,
engineering, and computer concepts.
▪ Nowadays, most of the people especially the
students are very lucky because with the use of
technology, they can easily access information, while
in the past, sources of information are very limited
and hard to find.
Learners who have obtained Technological Literacy are able to:

Problem – solve

Communication

Locate, use and synthesize information found using technology.

Develop skills necessary to function in the 21st century.

According to the International Society for Technology in Education, technology
literacy requires learners to demonstrate skills in several areas, these are:

1. Creativity and Innovation - Learners use technology to demonstrate

creative thinking, problem solving and knowledge construction.

2. Communication and Collaboration - Learners use technology to

communicate and collaborate in order to enhance their learning or the
learning of others.

3. Research and Information Fluency - Learners use technology to find

and use accurate, up-to-date information.
According to the International Society for Technology in Education, technology
literacy requires learners to demonstrate skills in several areas, these are:

4. Critical Thinking, Problem Solving, and Decision Making - Students use

critical thinking skills to plan and conduct research, manage projects, solve
problems, and make informed decisions using appropriate digital tools and
resources.

5. Digital Citizenship - Students understand human, cultural, and societal

issues related to technology and practice legal and ethical behavior.

6. Technology Operations and Concepts -Learners illustrate an understanding

of technological systems and concepts.
END OF LESSON 1