Unit-II

Media Literacy
Lynch (2018) coined the term "media" that refers to all electronic or digital means and print or
artistic visuals used to transmit messages through reading (print media), seeing (visual media),
hearing (audio media), or changing and playing with (interactive media), or some combinations
of each. Media can be a component of active learning strategies, such as group discussions or
case studies.

Media literacy is the ability to access, analyze, evaluate, and create media. Media literate youth
and adults can understand the complex messages received from television, radio, Internet,
newspapers, magazines, books, billboards, video games, music, and all other forms of media.
Therefore, media literacy skills are included in the educational standards in language arts, social
studies, health, science, and other subjects. Many educators have discovered that media literacy
is an effective and engaging way to apply critical thinking skills to a wide range of issues.

The Ontario Ministry of Education (1989) stressed that media literacy means helping students
develop an informed and critical understanding of the nature of mass media, the techniques used
and their impact. It aims to enhance students' understanding and appreciation how media work,
how they produce meaning, how they are organized, and how they construct reality. More so, it
intends to provide students the ability to create media products.

Media literacy therefore, is the ability to identify different types of media from wide array of
sources and understand the messages they bring (Hobbs, 1997).

But most of all, these have one thing in common: that someone created it for a reason. Therefore,
understanding that reason is the basis of media literacy.

Media Literacy Concepts

1. It is the ability to critically assess the accuracy and validity of information transmitted by the
mass media and produce information through various forms.

2. Also known as Media Education, it is the ability to realize that all kinds of media show a
representation of reality.

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3. It is the process of accessing, decoding, evaluating, analyzing and creating both print and
electronic media

4. It depicts experience of reading texts and designing hypertexts made possible through
technology

5. It pertains to understanding how to use today's technology, how to operate equipment, use
various softwares and explore the Internet.

6. As a 21st Century approach to education, media literacy builds understanding of the role of
media in society, as well as the essential skills of inquiry and self- expression necessary for
democratic citizens.

7. It represents response to the complexity of the ever-changing electronic environment and

communication channels.

8. Critical evaluation of media requires the ability to analyze and disseminate various features to
others.

9. It is about teaching critical media management strategies, including ICTs in schools and
learning centers.

10. It includes the ability to perform effective Internet searches, awareness and respect of
intellectual property and copyright law and the ability to identify truth from fake news.

Roles of Media Literacy

It becomes easy to create media, however, it is difficult to know the creator of this, his/her
reason, and its credibility. Specifically, it helps individuals to:

1. Learn to think critically. When people evaluate media, they decide if the messages make
sense, including the key ideas before being convinced on the information that they get from it.

2. Become a smart consumer of products and information. Media literacy helps individuals
learn how to determine whether something is credible, especially the advertising before they can
be persuaded with the products on sale.

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3. Recognize point of view. Identifying an author's perspective helps individuals appreciate
different ideas in the context of what they already know.

4. Create media responsibly. Recognizing one's ideas and appropriately expressing one's
thoughts lead to effective communication.

5. Identify the role of media in our culture. Media conveys something, shapes understanding
of the world, and makes an individual to act or think in certain ways.

6. Understand the author's goal. Understanding and recognizing the type of influence
something has, people can make better choices.

Social Media

Social media is a term that describes websites to connect people and involve user-generated
content, which is the hallmark of a social media site. It is sometimes called Web 2.0, which is
currently a huge opportunity to reach target audience and increase online sales.

Types of Social Media Websites

There are different types of social media websites and the ways of using them to reach the target
audience.

1. Social Media News Websites. It entails users to submit links to Web content like articles,
podcasts, videos, etc. that they find interesting, such as Digg, Reddit and Stumble Upon.

2. Social Media Networking Websites. It depicts ability to upload a personal profile that
usually connects with other people, such as LinkedIn (social networking for professionals) and
facebook (social networking for everyone). These sites serve as avenue for meeting people and
developing relationships that can lead to joint-venture partnerships, career opportunities, and
research.

3. Social Media Photo and Video Sharing. It allows users to up load photos through faceboook,
Instagram and Pinterest while videos through YouTube.

4. Microblogging and Blogging Websites. Sometimes called "presence apps", these services let
users post very short messages like blogging, and easily keep up with what their friends are

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posting. Twitter is the most popular microblogging service that limits to 280 characters per post
and allows to follow a set of users from one dashboard. Another popular social media app is
SnapChat, which is video-based.

5. Social Media Review Websites. It shows how social reviews can make or break a company
or an organization, such as Amazon and eBay.

Media and Information Literacy (MIL)

Media and Information Literacy (MIL) is a combination of knowledge, attitudes, skills, and
practices required to access, analyze, evaluate, use, produce, and communicate information and
knowledge in creative, legal and ethical ways that respect human rights.

The UNESCO defines it as the set of competencies to search, critically evaluate, use and
contribute information and media content wisely; the knowledge of one's rights online; refraining
from cyberbullying: understanding related ethical issues; and engaging with media and ICTS to
promote equality, free expression, intercultural/interreligious dialog, peace, etc.

Aspects of MIL

According to Reineck and Lublinski (2015), MIL is the optimal outcome of media, information
and communication technology (ICT) education along three aspects: technical skills, critical
attitudes and facts about media and ICT. Technical skills involve ability to access and use
computers, mobile and other technical devices that offer media and information content.
UNESCO's (2011) MIL curriculum delves on "accessing information effectively and efficiently"
as an aspect put into practice.

Baacke (1996) included compositional skills in his media competence model that involves
creating new kinds of media content, encouraging self-determination, and increasing individuals
chances for participation. MIL also involves performative aspect that entails the competence to
do rather than just to know certain things.

Moeller (2009) summarized the facets of MIL from the user perspective, emphasizing media
consumers in identifying news and understanding media's role in reshaping the global issues.
Norbert Groeben (2002) pointed out the importance of knowledge of the inner workings

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(contexts, routines, contents) and the effects of media. Fostering certain attitudes toward media
and other information sources involves both being critical on the negative impact of media and
defending it against sources of influence.

Seven Dimensions of MIL

Shapiro and Hughes (1996) identified the seven dimensions of media information literacy:

1. Tool Literacy. This is the ability to understand and use practical and conceptual tools of
current information technology, including software, hardware and multimedia that are relevant to
education and the areas of work and professional life.

2. Resource Literacy. This is the ability to understand the form, format, location and access
methods of information resources.

3. Social-Structural Literacy. This is knowing how information is socially situated and

produced, fits into the life of groups about the institutions and social networks.

4. Research Literacy. It is the ability to understand and use IT based tools relevant to the work
of researchers and scholars that include computer software for quantitative analysis, qualitative
analysis and simulation.

5. Publishing Literacy. It is the ability to format and publish research and ideas electronically,
in textual and multimedia forms.

6. Emerging Technology Literacy. It is the ability to adapt to, understand, evaluate and use
emerging innovations in information technology.

7. Critical Literacy. It is the ability to evaluate critically the intellectual, human and social
strengths and weaknesses, potentials and limits, benefits and costs of information technologies.

Advantages and Disadvantages of Media

Media are powerful tools of communication which entail positive and negative impacts.

Advantages of Media

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1. Media educate people on health matters, environmental conservation and others through
various forms.

2. People get the latest world news in a very short time regardless of distance.

3. People can bring out their hidden talents in the multimedia and visual arts, comedy, acting,
dancing and singing.

4. Media increase knowledge learned from quiz programs, educational shows and other
information-giving programs.

5. People feel convenient in accessing information through mobile phones.

6. They become a vehicle in promoting products toward increased sales.

7. They serve as a good source of entertainment.

8. Television allows electronic duplication of information that reduces mass education costing.

9. Media lead to the diffusion of diverse cultures and cultural practices.

10. They help people around the world understand each other and respect differences.

Disadvantages of Media

1. They lead to individualism. Spending too much time on the internet and watching television
usually impedes socialization with friends, family and others.

2. Some media contents are not suitable for children.

3. A newspaper is geographically selective.

4. The increase in advertisements in television and radio makes them less attractive.

5. The internet can be a possible way for scams, fraud and hacking.

6. Media can be addictive that may result in people's decreased productivity.

7. They can cause health hazards, such as radiation effects, poor eyesight, hearing defects, and
others.

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8. They may induce drugs and alcohol use.

9. They can lead to personal injury by imitating the stunts showcased in media.

10. They can ruin reputation through an anonymous account, malicious scandals, false
accusations and rumors.

Approaches to teaching Media Literacy

Kellner and Share (2007) mentioned three approaches to teaching media literacy that would
utilize media in pedagogical practice.

1. Media Arts Education Approach. It int

ends to teach students to value the aesthetic qualities of media and the arts while using their
creativity for self-expression through creating art and media.

2. Media Literacy Movement Approach. It attempts to expand the notion of literacy to include
popular culture and multiple forms of media (music, video, Internet, advertising, etc.) while still
working within a print literacy tradition.

3. Critical Media Literacy Approach. It focuses on ideology critiquing and analyzing the
politics of representation of crucial dimensions of gender, race, class, and sexuality;
incorporating alternative media production; and expanding the textual analysis to include issues
of social context, control, resistance and pleasure.

Web Technology

Web technology refers to the set of tools, protocols, and programming languages used to create,
maintain, and interact with websites and web applications, enabling users to browse, interact
with online content, and share information across the internet.

The key components include HTML for structure, CSS for styling, and JavaScript for
interactivity, with recent trends focusing on advancements like Artificial Intelligence (AI),

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blockchain, the Internet of Things (IoT), and the development of the "Semantic Web" for richer
data understanding by machines.

Key points about Web Technology:

Core components:

 HTML (HyperText Markup Language): Defines the structure and content of a webpage.
 CSS (Cascading Style Sheets): Controls the visual appearance and styling of a webpage.
 JavaScript: Adds interactivity and dynamic behavior to webpages.

Functionality:

 Creating static and dynamic websites

 Managing user interactions and data
 Integrating multimedia content like images, videos, and audio
 Enabling communication and collaboration through web applications

Emerging Trends in Web Technology:

 Web 3.0 (Semantic Web):

Aims to create a more intelligent web where machines can better understand and process
information through structured data.

 Artificial Intelligence (AI):

Integration of AI features like chatbots, personalized recommendations, and intelligent search

capabilities

 Blockchain Technology:

Decentralized data storage and secure transactions for applications like cryptocurrencies and
digital identity management

 Internet of Things (IoT):

Connecting physical devices to the internet for real-time data collection and control

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  Progressive Web Apps (PWAs):

Web applications with native-like features and performance available offline

 Augmented Reality (AR) and Virtual Reality (VR):

Immersive experiences through AR/VR integration on web platforms

 Voice Search and Natural Language Processing (NLP):

Enhanced user interaction through voice commands and natural language queries

 Responsive Design and Mobile-First Approach:

Optimizing website layouts for different screen sizes and devices

Communication Tools used in Web technology

 Web Chat Applications (e.g., WhatsApp, Facebook Messenger): Real-time text-based

communication through web interfaces

 Video Conferencing Platforms (e.g., Zoom, Skype): Live video and audio communication
over the internet

 Collaboration Tools (e.g., Google Docs, Slack): Real-time document editing and team
communication platforms

 Social Media Platforms (e.g., Twitter, Instagram): User-generated content sharing and social
interaction

The Evolution of Email: History of Email Timeline

Today, it's hard to imagine a time without email. For many of us, our day starts with checking
our email. We use it to send messages around the world almost instantaneously. Sign up for any
service and it is likely that you'll be asked for your email address. Though the service is used by
hundreds of millions of people a day, very few know the history behind how this revolutionary
technology came to be. It is easy to associate email with the explosion of personal computers and
the Internet in the mid-1990s, but electronic mail is actually much older than that. Early forms of

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email exchanged over a closed network have existed since the 1960s, and the word "email" itself
was first coined in 1982. The evolution of email and its place in our world today is a story that
spans more than 40 years. From a technology known only to a few to our main means of
communication, email has changed the world.

A Brief History of Written Communication

While email is a relatively new means of communication, it is based on one that is thousands of
years old. The earliest evidence of written language dates back to ancient Sumer between 4100-
3800 B.C., when marks pressed into clay tablets were used as records for land, cattle, and grain.
As writing developed, it was used for more than record-keeping. Letter-writing became the most
reliable means of long-distance communication, and making sure letters were delivered became
extremely important. By 900 B.C., China developed a postal service for the delivery of messages
to ensure communication between government outposts. In 100 A.D., Rome used couriers to
deliver messages to the corners of the empire. During the Dark Ages, European monasteries
developed a dedicated letter system and royal messengers sent missives between ruling leaders,
but a single, organized method of sending and receiving letters for the common people, many of
whom remained illiterate, was centuries away.

Until the 16th century, when private mail systems began to appear in Europe and the American
colonies, mail was delivered by giving the message to an individual going in roughly the
direction the letter was supposed to and hoping it would arrive. Several individual postal systems
were in use in the colonies as early at 1673, but it wasn't until 1775, when Benjamin Franklin
became the first postmaster general of the United States and the United States Postal Service was
formed, that a single coherent system was implemented. In 1860, the Pony Express branch of the
postal service was created as a means of providing fast, reliable mail delivery to the western
territories. Messages along the express could travel the distance from Missouri to California in
ten days, an almost unbelievable feat. Technological advancements like planes, trains, and cars
shortened the time it took for mail to be delivered around the world, but mail service remained
limited by the time it took for a letter to get from writer to recipient.

The Development of Email: From Interoffice to Interweb

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While electronically sent messages date back to 1832 and the invention of the telegraph, what we
call email can be traced back to 1965. That year, the Massachusetts Institute of Technology set
up MAILBOX, an expansion of the Compatible Time-Sharing System used since 1961.
MAILBOX allowed users to send messages directly to each other over an interconnected, dial-up
network. This was an improvement over the original CTSS system, where a message could only
be placed in a common directory that was viewable by anyone with access to the network. CTSS
and MAILBOX were the first forays into a new method of communication using computers, but
they were far from the last. These programs allowed users to exchange information almost
instantaneously, and at a time when the only way to send large amounts of data was to print out a
hard copy and physically send it through the postal service, the speed of MAILBOX was
unprecedented. While MIT was the first to utilize MAILBOX, it soon spread to other colleges
with CTSS users, and a new era of electronic communication was born.

In a strange twist, email was actually in use before the invention of the Internet. The forerunner
to our Internet wasn't implemented until 1969. That was the year the U.S. Department of Defense
unveiled its Advanced Research Projects Agency Network, or ARPANET. The idea behind
ARPANET was simple: Create a place where a user could connect to any other user without
having to switch between dedicated computer terminals. At the time, the only way to talk to
another user online was to use a computer that was dedicated, or exclusively linked, to another
computer. With ARPANET, users no longer had to switch between dedicated terminals to
communicate; the users only needed to be connected to the network.

ARPANET was a success, with universities and government agencies around the country quickly
connecting. The first network email was sent over ARPANET in 1971 by Ray Tomlinson as a
test, but it wasn't the last. Over the next 20 years, computer technology, the Internet, and email
evolved hand in hand. In 1982, the Simple Mail Transfer Protocol became the Internet standard
for electronic mail. In 1988, Microsoft became the first company to offer a commercial email
suite with Microsoft Mail.

In 1991, the World Wide Web was made available to the public. At the time, there was little
public interest, but that would soon change. As more and more people connected to the Web, the
demand for email increased. In 1993, AOL and Delphi connected their email systems to the
Internet, allowing users to take advantage of this easy and quick means of communication. In

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1996, Hotmail became the first free email service that was entirely Web-based, and a year later,
Microsoft released Outlook 97, an email program that came preloaded with Windows.

Email Today

Today, email is the main method we use for long-distance communication. More than 100 billion
messages are received and sent every day, and that number is only expected to increase. There
are hundreds of email providers offering a host of services, whether free or for a service fee.
Email is accessible on computers, phones, tablets, and any device that can connect to the
Internet. Modern email platforms give user almost total control of their mailbox, with features
like junk mail filtering, scheduling, and personalized news feeds. In 40 years, email has changed
the way we communicate with the world.

What is social networking and how does it work?

Social networks are websites and apps that allow users and organizations to connect,
communicate, share information and form relationships. People can connect with families,
friends, others in the same area, and those with the same interests.

Social networks have evolved into one of the most important uses of the internet today and play
a critical role in modern life, facilitating social interaction as well as business, education, and
entertainment.

Popular social networking sites, such as Facebook, X

(formerly Twitter), Instagram, LinkedIn and TikTok, help individuals maintain social
connections, stay informed and access or share information. These platforms have become
indispensable tools for marketers to reach their target audiences with tailored content and
advertising.

Since the launch of the first social networking site, [Link], in 1997, social network
adoption has grown exponentially. By January 2023, more than 4.76 billion people worldwide
were using social networks, according to DataReportal statistics. The number of social network

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users continues to grow, highlighting the increasing importance of these platforms in our daily
lives.

How does social networking work?

Social networking refers to forming connections in person or online. In today's digital era, it
primarily refers to online interactions on the internet. Social networking sites let people connect
with others across the globe whom they might never have met in person. Users typically access
social networking sites on their computers, tablets, or smartphones.

Most social networking sites rely on complex back-end systems that use databases, algorithms,
and programming languages (e.g., Python, Ruby on Rails) to organize, store and retrieve data for
seamless user experiences. For example, platforms like Tumblr leverage Google Analytics and
Google Workspace to enhance daily operations.

What are social networks?

While social networks are diverse in their purposes, operations and other traits, most share
several common characteristics:

 User-generated content. Social networks focus on the content users create. With user-
generated content, people can post updates, photos or videos that others can view, like,
share or comment on.

 Profiles. Users or organizations create profiles with personal information and content
they've shared. Most profiles are linked to real names, but some platforms allow anonymity.

 Connections. Social networks let users form relationships by following, friending or

connecting with other users. Algorithms often suggest new connections based on shared
interests or mutual friends.

It's important to differentiate between social networks and social media. Social networking refers
to fostering relationships and connections while social media emphasizes broadcasting content to
a broader audience, similar to traditional mass media.

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 What is the purpose of social networking?

Social networking serves several key purposes:

 Sharing. Social networks allow geographically dispersed friends and families to stay
connected by sharing updates, photos and videos.

 Learning. Users can receive real-time news, explore trending topics and keep up with
community developments.

 Interacting. Online platforms break time and distance barriers through real-time
communication via text, audio or video chat (e.g., WhatsApp, Instagram Live).

 Marketing. Businesses use social networks to build brand awareness, retain customers, and
promote products or services.

What are the different types of social networking?

There are various categories of social networking sites, each with a unique focus:

1. Social connections. These networks allow people to stay connected with friends, family and
acquaintances. Examples include Facebook and Instagram.

2. Professional connections. These platforms, such as LinkedIn and Microsoft Viva, facilitate
networking among professionals and help businesses recruit talent.

3. Multimedia sharing. Platforms like YouTube and TikTok focus on sharing videos and
other media content.

4. News or information. These platforms let users share and discuss news or how-to
information. Examples include Reddit and Stack Overflow.

5. Communication. Platforms like WhatsApp,Snapchat and WeChat enable one-to-one or

group communication with a focus on chat and messaging.

6. Education. Platforms like Google Classroom and LinkedIn Learning offer tools for remote
learning and collaboration.

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 What are the advantages and disadvantages of social networking?

Social networking provides significant social benefits, yet it can also make people more
vulnerable to the spread of misinformation, as well as privacy and security threats. Here is a
summary of the pros and cons:

Benefits

 Brand awareness. Companies can use social networking to reach potential customers and
promote their products or services.

 Global reach. Social networking erases physical boundaries, allowing for instant
communication.

 Audience development. Businesses and individuals can grow global followings.

 More website traffic. Companies can use social networking to drive traffic to their
websites through shared links and content.

Disadvantages

 Misinformation. False information can spread quickly, causing confusion and uncertainty
or worse, leading people to act on incorrect or biased ideas or data.

 Impact of negative reviews. Users can be quick to criticize a company or its products and
services, whether their complaints are fair or even real. A single negative review on a large
platform can damage a company's reputation.

 Data privacy and security. Social networks are vulnerable to data breaches that can expose
user information.

 Burdensome time requirements. Creating and managing social media content demands
considerable time and effort, particularly for small businesses.

Social networks in business

Social networking provides businesses with unprecedented opportunities to engage with

customers, gather feedback, and conduct market research. Globally, the average person spends

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over two hours daily on social media, making it a valuable tool for marketing and customer
engagement.

Social networks have transformed into highly profitable businesses. Meta Platforms Inc.
(formerly Facebook) has a market capitalization of nearly $300 billion, generating most of its
revenue from targeted advertising. Businesses use social networks to target specific audiences
with advertisements based on their browsing habits, likes and connections.

Many organizations are also developing internal social networks for employees to foster
engagement and collaboration. These networks are becoming crucial for teams working remotely
or across geographically dispersed locations.

Examples of social networking platforms

Virtually all established organizations advertise on social networking these days. Here are four
examples of social networking websites:

 Yelp. A social network where users review restaurants, salons and other businesses based
on their personal experiences.

 Pinterest. A bookmarking platform where users can curate and organize photos and links
on specific topics of interest.

 Rover. A social network for pet owners, enabling them to connect with pet sitters and dog
walkers.

 Airbnb. A social network for travelers, allowing users to book stays in unique properties
worldwide.

What are the top 10 social networking sites?

While there are countless social networking platforms, the most popular as of 2024 include the
following:

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1. Facebook (Meta) -- 3.07 billion users. Facebook users create profiles, share information,
send messages and post status updates on their walls.

2. WhatsApp -- 2.96 billion global users. This free instant messaging app lets users send text
messages, make video and voice calls, and share documents.

3. YouTube -- 2.5 billion monthly active users. This popular video-sharing website enables
users to share, upload and post videos and vlogs.

4. Instagram -- 2 billion monthly active users. This free social media platform supports
sharing long- and short-form videos and photos. It is primarily designed for iOS and
Android smartphone users, but a desktop version is available.

5. TikTok -- 1.6 billion users. This app is used for sharing and making personalized short
videos. TikTok caters to a younger audience and is well known for being a lively, fun-to-use
platform.

6. Reddit -- 1.2 billion users. Reddit offers forums and subforums (called subreddits) on many
topics, including sports, breaking news and technology. Users can comment on each other's
posts and share news and content.

7. Snapchat -- 800 million daily active users. Users send pictures or videos called snaps to
friends. These snaps vanish after they have been viewed.

8. X -- 540 million users. This platform lets users share their thoughts and opinions by posting
short messages, known as tweets, limited (with some exceptions) to 280 characters.

9. Pinterest -- 522 million monthly active users. The site supports saving and organizing links
to favorite online resources and destinations through tagging.

10. LinkedIn -- 310 million users. This site is oriented to professional networking. It connects
users with employers, employees and other professionals.

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