12

Media and
Informatio
n Literacy
Quarter 3 - Module 5:
Media and
Information
Languages
Media and Information Literacy– Grade 12
Alternative Delivery Mode
Quarter 3 – Module 5: Media and Information Languages
First Edition, 2019

Republic Act 8293, section 176 states that: No copyright shall subsist in any work of
the Government of the Philippines. However, prior approval of the government agency or
office wherein the work is created shall be necessary for the exploitation of such work for
profit. Such agency or office may, among other things, impose as a condition the payment of
royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this book are owned by their respective copyright holders. Every
effort has been exerted to locate and seek permission to use these materials from their
respective copyright owners. The publisher and authors do not represent nor claim ownership
over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio
Assistant Secretary: Alma Ruby C. Torio

Development Team of the Module

Author: Romalyn A. Rizardo
Editor: Krislene C. Dela Cruz
Reviewers: Mary Ann A. Javier, Amalia C. Solis and Julius J. Jardiolin
Management Team: Malcolm S. Garma, Regional Director
Genia V. Santos, CLMD Chief

Dennis M. Mendoza, Regional EPS In-Charge of LRMS Micah S. Pacheco,

Regional ADM Coordinator
Aida H. Rondilla, CID Chief
Lucky S. Carpio, Division EPS In-Charge of LRMS and
ADM Coordinator

Printed in the Philippines

Department of Education – Bureau of Learning Resources (DepEd-BLR)

Office Address: DepEd Complex, Meralco Ave., Pasig City, Metro Manila Telefax:
(+632)8636-1663 | 8633-1942 | 8635-9817 | 8638-7530 | 8638-7531 | 8638-7529 |
(+63919) 456-0027 | (+63995) 921 8461
E-mail Address: action@[Link]

12
 Media and
Informatio
n Literacy
Quarter 3 – Module 5:
Media and
Information
Languages

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@[Link].

We value your feedback and recommendations.

3
Introductory Message
For the facilitator:
This module was collaboratively designed, developed, and reviewed by
educators to guide you, the teacher or facilitator, in helping the learners meet the
standards set by the Department of Education. This module primarily aims to help
the learners understand the lessons in Media and Information Literacy based on
the Most Essential Learning Competencies and see their relevance to real-life
through a fun-filled learning experience. This module hopes to engage the
learners in guided and independent self-learning activities at their own pace and
time. Furthermore, this also aims to help learners acquire the necessary 21 st-
century skills while considering their needs and circumstances.
As a facilitator, you are expected to orient the learners on how to use this
module. You also need to keep track of the learners’ progress while allowing
them to manage their own learning. Furthermore, you are expected to
encourage and assist the learners as they do the tasks included in the module.

For the learner:

Welcome to the Media and Information Literacy Grade 12 Alternative
Delivery Mode (ADM) Module. This module was designed to provide you with fun
and meaningful opportunities for guided and independent learning at your own
pace and time. You will be enabled to process the contents of the module while
being an active learner.
Specifically, this module aims to help you acquire and apply knowledge
about media and information languages, which will help you understand how
information, signs, symbols, and meanings are communicated through various
media by analyzing media samples and creating an advertisement.
This module contains the following parts: a. What I Need to Know
(Introduction and Learning Objectives), b. What I Know (Pretest), c. What’s In
(Review), d. What’s New (Introductory activity), e. What Is It (Content
Discussion), f. What’s More (Enrichment Activities), g. What I Have Learned
(Generalization), h. What I Can Do (Application), i. Assessment (Posttest),
Additional Activities, Answer Key, and References.
To enjoy learning about the lesson, you must set aside all other tasks that
will disturb you while answering the module. Use the module with care. Do not
put unnecessary mark/s on any part of the module. Follow carefully all the
contents and instructions indicated on every page of this module. Take note of
the significant concepts you find in the lesson, which you may use for future
references. Keep in mind to USE SEPARATE SHEETS OF PAPER in doing all the
provided activities to meet all the lesson’s objectives. If you encounter any
difficulty in answering the tasks in this module, do not hesitate to consult your
facilitator. After accomplishing all the activities, let your facilitator/guardian
assess your answers. The success in accomplishing this module depends on your
will and grit. Keep going and enjoy learning!

What I Need to Know

This module was designed and written to help you understand various
media and information languages. Having been equipped with knowledge on
media and information sources and having acquired the skills in finding accurate
and relevant information sources, you will now be armed with another important
tool for media and information literacy – media and information language. The
scope of this module permits it to be used in many different learning situations.
The language used recognizes the diverse vocabulary levels of students. The
lessons are arranged to follow the standard sequence of the course, but the
order in which you read them can be changed to correspond with the textbook
you are now using.

After going through this module, you are expected to:

1. present an issue in varied ways to disseminate information using the
 codes, convention, and language of media (MIL11/12MILA-IIIf15)/
(MILI11/12MILA-IIIf16)

What I Know
Choose the letter of the best answer. Write the chosen letter on a separate sheet
of paper.
1. It refers to the various interpretations that the text suggests to the
audience. a. connotative meaning
b. denotative meaning
c. media language
d. media producer
2. They are the people who initiate, plan, and produce media
texts. a. audience
b. media directors
c. media producers
d. stakeholders
3. They refer to the people or organizations that share the same interests
or intentions.
a. audience
b. media directors
c. media producers
d. stakeholders

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4. The meaning of the product is not based on the product itself but on the
interpretation of the audience.
a. form conventions
b. symbolic codes
c. technical codes
d. written codes
5. It is a symbolic code that means “everything within the
frame”. a. acting
b. color
c. mise en scene
d. setting
6. It refers to the time and place of the narrative or a specific
scene. a. acting
b. color
c. mise en scene
d. setting
7. It refers to the portrayal of the actors in creating media
products. a. acting
b. color
c. mise en scene
d. setting
8. Considerations on this are highly connotative when it comes to
interpretations. It is also usually associated with cultural aspects. a. acting
 b. color
c. mise en scene
d. setting
9. This points out that the knowledge and connotations of different camera
angles and shots make sense when looking at films and photographs but
mean nothing outside those forms.
a. form conventions
b. symbolic codes
c. technical codes
d. written codes
[Link] type of convention refers to how the types of media codes are
expected to be arranged.
a. form conventions
b. genre conventions
c. story conventions
d. technical conventions
[Link] is the process of looking into the demographics (age, gender, social
status, etc.) and psychology (values, beliefs, attitude) of the audience. a.
audience analysis
b. media product planning
c. media research
d. product analysis

6
[Link] refers to the exact information (not expectations) which the
audience brings about the media output.
a. Audience Engagement
b. Audience Expectations
c. Audience Foreknowledge
d. Audience Identification

[Link] refers to the monitoring of the audience before, during, and after
the production of the media text.
a. Audience Analysis
b. Audience Foreknowledge
c. Audience Placement
d. Audience Research
[Link] refers to the reaction of the audience to the media text. Different
people react in varied ways to the same text.
a. Audience Analysis
b. Audience Engagement
c. Audience Identification
d. Audience Placement
15. This refers to the connection built by the media text to the
audience. a. Audience Analysis
b. Audience Engagement
c. Audience Expectation
d. Audience Identification
 7

Less Media and

on 1
Information
Languages

Media and information literacy involves a full understanding of how

information, signs, symbols, and meanings are being communicated through
various media. Language is considered to be one important medium to
communicate. As a medium of communication, language is defined as a “system
of arbitrary, vocal symbols that permit all people in a given culture, or other
people who have learned the system of that culture, to communicate or to
interact” (Finocchioro, in Jiang, 2010). Language carries various facets and
functions. In this module, you will learn one aspect of language: the language as
it functions in media and information.

What’s In

Word Search
You are now challenged to recall the concepts that you have learned during the
previous discussion. Look for the words related to media and information
sources from the table below.
D I C T I O N A R Y S O H

W T L K X C L E T T E R C

R I E L I B R A R Y C K E

X N Y R Z V V I D E O J E

E T R J T B K J S A N U P

D E A U D I O H D Q D Y S

N R M H A N A G E M A I L

I N I G S M L R F W R T K

T E R F D I A R Y E Y R J

Y T P D B I O G R A P H Y

U I O S U O N E G I D N I

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 What’s New
Symbols Exposed
Identify the names and meaning of the symbols below.
Symbol Name and Meaning

A. Yin Yang is a significant

symbol in Chinese
philosophy which signifies
perfect
balance.
1.
[Link]
B. Caduceus is often
mistakenly considered as a
medical
symbol (instead of the Rod
of Asclepius). It actually
2. signifies trade and
[Link] negotiation.

C. Trinity Knots is the

three cornered symbol in
the
ancient Celtic which
3. signifies the Holy Trinity.
[Link] It also
represents the three
promises of a relationship:
to
love,honor, and protect.

4. D. Peace Sign is originally

[Link] created to encourage British
File:Font_Awes ome_5_solid_.svg
nuclear disarmament.

E. Swastika, although
usually linked to Nazi
anti-semitism
and the carnage of World
5. War II, the swastika
[Link] svg actually has
auspicious meanings in
some other cultures.

What is It
Media Language
Media language denotes how media producers make meaning about a
certain medium (advertisement, TV show, film, etc.) they are producing and how
they transfer that meaning to their target audience. It allows the audience to
convey the meaning of the text through its signs and symbols. These signs and
symbols used in media text do not have a single meaning. It is expected that
audiences have different interpretations and will use different meaning systems.
In interpreting these signs and symbols, audiences may interpret the media text
denotatively or connotatively. Denotative meaning is the literal meaning of the
media text while connotative meaning refers to the various interpretations
that the text suggests to the audience which are often associated with their
culture, values, beliefs, etc. For example, the use of the nonverbal signal
“thumbs up” may mean “Job well done!” in western cultures but it is a rude
gesture in some countries in the Middle East.

Media Codes and Conventions

In interpreting the meaning of the media text, you have to be able to
understand two of the most significant aspects of media and information
language – the codes and conventions. Media codes and conventions are the very
foundations of all the existing media. Media codes commonly have an
established meaning, denotation or connotation, to the target audience.
Meanwhile, conventions refer to the possible methods in which codes are
organized in a product.

Types of Media Codes

There are three types of media codes: symbolic codes, technical codes,
and written codes.

Symbolic codes are audience-based. The meaning of the product is not

based on the product itself but on the interpretation of the audience. For
example, a film with a scene waving a white flag symbolizes “retreat” or
“surrender”. In reality, the audience who sees someone waving a white flag may
interpret it the same way. The symbolic codes in media include setting, mise en
scene, acting and color.

∙ Setting refers to the time and place of the narrative or a specific scene. ∙
Mise en scene is a French term that means “everything within the frame”. It
describes all the features (set design, costume, props, staging) within a frame
of media products.
∙ Acting refers to the portrayal of the actors in creating media products. ∙
Color considerations are highly connotative when it comes to interpretations.
It is also usually associated with cultural aspects.

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Technical codes refer to codes specific to a media form alone. The
knowledge and connotations of different camera angles and shots make sense
when looking at films and photographs but mean nothing outside those forms.
The technical codes include camerawork (camera operation, positioning, and
movement for desired specific effects), editing (the process of selecting,
operating, and ordering images and sound), audio (expression and utilization of
sounds), and lighting (the manipulation of light based on the target mood).
 Written codes are the formal written language used in creating a media
product. It includes the printed language (the text visible with the media frame
which is the text you can see within the frame) and the spoken language which
includes the dialogues and even the lyrics of the song.

Types of Conventions

Conventions refer to the recognized ways of using media codes. The types
of conventions include form conventions, story conventions, and genre
conventions.

Form conventions are ways in which the types of media codes are
expected to be arranged. For instance, the title and main casts are expected to
appear at the beginning of a movie while the credits are expected to appear at
the end. A number of television series usually begin with a short recap of the
previous episode and end
with a preview of the next episode.

Story conventions refer to the basic structures of narratives. Examples of

story conventions involve narrative structures, character constructions, and point
of view.

Genre conventions refer to the common use of the elements of

narratives such as the characters, settings, or themes in a certain type of media.
Genre conventions can be formal or thematic and are usually linked to the
expectations of the audience.

Media producers, stakeholders, and audience

Aside from media language, media practitioners also look into other
elements such as the producers, the stakeholders, and the audience. The media
producers refer to the people who initiate, plan, and produce media texts. They
need to have the skill in assessing the media texts and a thorough understanding
of the target product; and the processes that go into creating the products.
Meanwhile, the stakeholders refer to people or organizations that share the
same interests or intentions. The audience, on the other hand, is a significant
element in delivering media texts. All media texts are made with a target
audience in mind. Producers conduct an audience analysis before coming up with
a media text. Audience analysis is the process of looking into the
demographics (age, gender, social status, etc.) and psychology (values, beliefs,
attitude) of the audience. Producers also consider the reaction of the audience
by looking into the following:

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∙ Audience Engagement. This refers to the reaction of the audience to the

media text. Different people react in varied ways to the same text. ∙
Audience Expectations. This refers to the anticipation of the audience about

the text. Producers may satisfy or shatter the audience’s expectations. ∙

Audience Foreknowledge. This refers to the exact information (not

expectations) which the audience brings about the media output. ∙

Audience Identification. This refers to the connection built by the media
 text to the audience.
∙ Audience Placement. This refers to the strategies producers use to make
the audience feel that the media text is made specifically for them.
∙ Audience Research. This refers to the monitoring of the audience before,
during, and after the production of the media text.

What’s More
Activity 1.1
The following pictures are taken from different advertisements. You are
tasked to interpret the media language by indicating the codes, conventions, and
meaning. Write the meaning of the media text on a separate sheet of paper.
Advertisement 1 Advertisement 2

[Link]
e6/994fe6f972 [Link] [Link]

Code: Code:
____________________________________ ____________________________________
__ Convention: __ Convention:
____________________________________ ____________________________________
__ Meaning/s: __ Meaning/s:
____________________________________ ____________________________________
__ __
____________________________________ ____________________________________
__ __

Advertisement 3 Advertisement 4

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 [Link] [Link]
innovative social-ads/ social-ads/

Code: Code:
____________________________________ ____________________________________
__ Convention: __ Convention:
____________________________________ ____________________________________
__ Meaning/s: __ Meaning/s:
____________________________________ ____________________________________
__ __
____________________________________ ____________________________________
__ __

The meaning for each advertisement will be graded using the following rubric.
Score Description

2 points Is unable to or infrequently uses deductive and

inductive reasoning skills

3 points Uses deductive and inductive reasoning skills inconsistently

and weakly

4 points Uses deductive and inductive reasoning skills competently

5 points Uses deductive and inductive reasoning skills consistently

and with ease

13
Activity 1.2
Decoding Codes and Conventions
Watch the commercial entitled “Kahera” from the link below and analyze
its codes, conventions, and messages by completing the table.
[Link]
CODES
 Symbolic codes
∙ Setting:
_________________________________________________________________
__ ∙ Mise en scene
_________________________________________________________________
__ ∙ Acting
_________________________________________________________________
__ ∙ Color
___________________________________________________________________

Technical Codes
∙ Camerawork
_________________________________________________________________
__ ∙ Editing
_________________________________________________________________
__ ∙ Audio
___________________________________________________________________

∙ Lighting
___________________________________________________________________

Written Codes
∙ Printed language
_________________________________________________________________
__ ∙ Spoken Language
___________________________________________________________________

CONVENTIONS

Form Conventions
_________________________________________________________________
__ ___________________________________________________________________
Story Conventions
_________________________________________________________________
__ ___________________________________________________________________
Genre Conventions
_________________________________________________________________
__
_________________________________________________________________
__

MESSAGE

_________________________________________________________________
__
_________________________________________________________________
__

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The response under Message of the given advertisement will be graded using
the following rubric.
Score Description

2 points Includes little essential information and one or two facts

3 points Includes some essential information with a few citations and

facts

4 points Includes essential information and facts to give

viewers an understanding of the topic

5 points Covers the message completely and in-depth with a

variety of resources

What I Have Learned

Ponder on the following questions:

1. How do we get the meaning of code and conventions?

2. How significant is learning media and information languages?

Your response to these questions will be graded using the following rubric.
Score Description

2 points Is unable to or infrequently uses deductive and

inductive reasoning skills

3 points Uses deductive and inductive reasoning skills inconsistently

and weakly

4 points Uses deductive and inductive reasoning skills competently

5 points Uses deductive and inductive reasoning skills consistently

and with ease

15

What I Can Do
You are challenged to produce an advertisement (print or non-print) that
highlights gender empowerment. As a producer, you are expected to apply the
necessary guidelines and codes, and conventions in creating media products.
Refer to the rubric provided below.

RUBRIC FOR ADVERTISEMENT

Written Excellent Good Satisfactory Needs
Codes Improvem
4 3 2 ent 1

The project The project The work is The work is

shows shows some an a minimal
significant evidence of extensive collection or
evidence of originality collection rehash of
originality and and rehash other
and inventivene of other people's
inventivenes ss. people's ideas,
s. The ideas, products,
Symbolic and images.
majority of products,
and and images. There is no
the content
Technical There is evidence of
and many of
Codes little new
the ideas are
fresh, evidence of thought.
original, new thought
and or
inventive. inventivenes
s.
The
The The The advertisem
Advertising
advertisem advertiseme advertising ent is
Technique
ent is an nt is is pleasing unoriginal
aesthetically aesthetically and is a and is not an
pleasing, pleasing/cre satisfactory example of
creative, and ati example of the chosen
original ve/or the chosen format.
example of original format.
the chosen and a good
format. example of
the chosen
format.
The chosen
The The The advertising
advertisem advertisem advertisem technique is
ent uses ent is a ent uses not followed
the good the or no
chosen example of advertising advertising
advertising the use of technique technique
technique the satisfactorily, exists.
creatively advertising but not
and well. technique. creatively.

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Assessment

Multiple Choice.
A. Determine the type of codes and conventions described in the following
situations. 1. The producer decided to shoot during sunset to highlight the
end of life. a. symbolic codes
 b. technical codes
c. written codes
2. The TV commercials of any cigarettes include the warning, “Smoking is
dangerous to your health” at the end.
a. symbolic codes
b. technical codes
c. written codes
3. The editor decided to present the images based on the
themes. a. symbolic codes
b. technical codes
c. written codes
4. The actors selected can deliver the piece effectively.
a. symbolic codes
b. technical codes
c. written codes
5. The director asks for a retake of the scene due to an incorrect camera
angle. a. symbolic codes
b. technical codes
c. written codes
6. The film producer decided to end the film through the use of the cliffhanger
technique.
a. form conventions
b. story conventions
c. genre conventions
7. The film director allotted 20 seconds for the recapitulation of the previous
episodes.
a. form conventions
b. story conventions
c. genre conventions
8. The viewers were surprised when the 10 th episode began by showing the
scenes from the previous episode.
a. form conventions
b. story conventions
c. genre conventions
9. Due to the involvement of the main cast in an accident, the producer
decided to revise the flow of the story.
a. form conventions
b. story conventions
c. genre conventions
10. The audience were left emotional when the ending of the movie falls
opposite from their expectation due to the death of the main character.
a. form conventions
b. story conventions
c. genre conventions

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B. Identify the element that producers need to give focus on to win the approval
of the audience. Choose the letter of the best answer from the box. Write the
chosen letter on a separate sheet of paper.
a. Audience Engagement
b. Audience Expectations
c. Audience Foreknowledge
d. Audience Identification
e. Audience Placement
f. Audience Research

[Link] Rowel watched the commercial, he felt that the storyline talked about
his own experiences.
[Link] felt that the prince in the advertisement was actually calling her
“his princess”.
[Link], the commercial producer, conducted a survey to check on the
 effectiveness of the commercial.
[Link] loved the film while Jeric seemed not to appreciate its content.
[Link] expected the film to be a blast since the actors involved are
considered the best in the industry. However, she was disappointed after
watching it.

Additional Activities
Take a picture of at least five signage in your community. Explain its meaning
and purpose.
Signage Meaning and Purpose

1.

2.

3.

4.

5.

The response under Meaning and Purpose of the signages will be graded using
the following rubric.
Score Description

2 points Includes little essential information and one or two facts

3 points Includes some essential information with a few citations and

facts

4 points Includes essential information and facts to give

viewers an understanding of the topic

5 points Covers the message completely and in depth with a

variety of resources

18

Answer
Key
 Indigenous ∙

What’s In

C 5.
A 4.
E 3.
D 2.
B 1.

What’s New

b 15.
email ∙
a 14.
f 13. Diary ∙
e 12.
d 11. Biography ∙ d 15.
c 10. b 14.
b 9. Video ∙ d 13.
a 8. c 12.
a 7. Audio ∙ a 11.
b 6. a 10.
Index ∙
b 5. c 9.
a 4. Letter ∙ b 8.
b 3. a 7.
c 2. Speech ∙ d 6.
a 1. c 5.
Dictionary ∙ b 4.
Assessment d 3.
Tertiary ∙ c 2.
a 1.
Secondary ∙ What I Know
nswers may vary. A
Activity 1.2 Primary ∙

Answers may vary. Internet ∙

Activity 1.1
Library ∙
What's More
 19
References

Christine Marie Magpile. “Media and Information Literacy”. The

Inteligente Publishings (2016).
Ferdinand B. Pitagan, [Link]. “Media and Information Literacy”. (Commission
on Higher education, 2016).
“Media Language”. Accessed November 5, 2019
[Link]
representation/media-language/
“Course Material and Notes for AS Media”. AS Media. Accessed November 5,
2019 [Link]
Robert Young. “Media Codes and Conventions”. [Link] (Sep 29,
2017). Accessed November 6, 2019 [Link]
codes-and conventions-c03423c06aa8
Seymour, J. Media’s Inaccurate Reports on Amazon Fires. Student News Daily.
(2019 August 28). Accessed [Link] of-
media-bias/medias-inaccurate-reports-on-amazon-fires/

20
For inquiries or feedback, please write or call:

Department of Education – (Bureau of Learning

Resources) DepEd Complex, Meralco Ave., Pasig City,

Metro Manila

Telefax: (+63 2) 8636 1663 | 8633 1942 | 8635-9817 | 8638-7530 |

8638- 7531 | 8638-7529 | (+63 919) 456 0027 | (+63 995) 921 8461

Email Address: action@[Link]

21