3RD QRTR
Media and Information 03
Literacy
2nd Semester
OUTLINE
I MODELS OF COMMUNICATION
Linear Model
Interactive Model
II MEDIA, INFORMATION, TECHNOLOGY LITERACY
Media Literacy
Information Literacy
Technology Literacy
III THE EVOLUTION OF TRADITIONAL TO NEW MEDIA
Pre-Historic Period
Industrial Period LASSWELL MODEL
Electronic Period o Harold Dwight Lasswell, the American political
New Era
scientist states that a convenient way to
IV RESPONSIBLE USE OF MEDIA AND INFORMATION describe an act of communication is to answer
Stages the following questions.
COMMUNICATION
o Latin term ‘communicare’ – to share, to divide
out.
o Latin word ‘communis’ – working together.
TWO TYPES OF COMMUNICATION
1. Non- verbal Communication
DAVID BERLO’S MODEL
o Signs, symbols, colors, gestures, body language,
and facial expression. o The source, message, channel, and receiver are
2. Verbal Communication influenced by different factors.(SMCR)
o Oral and written.
5 CS OF COMMUNICATION
o Clarity
o Cohesiveness
o Completeness
o Conciseness
o Concreteness
MODELS OF COMMUNICATION
SHANNON AND WEAVER MODEL
LINEAR MODEL o The model is specially designed to develop the
o One-way communication effective communication between sender and
o Sender sends the message and receiver only receiver.
receives.
o No feedback
o Concept of noise
ARISTOTLE MODEL
o Speaker-centered model
o Public speaking and propaganda
o This model explains that communication
involves audiences as “spectators rather than
participants or information receivers.
INTERACTIVE MODEL
o Two-way communication.
o Used for new media like the internet.
o There is feedback.
o Concept of field of experience.
OSGOOD-SCHRAMM MODEL
DISCLAIMER: This handout is a compilation of materials from various sources. It is not to be reproduced or distributed without permission and is not intended for commercial use. The owner is not the
original author of all materials included. This learning material is for personal learning purposes of [Grade 12] and may not be copied or redistributed without permission from the copyright holders. 1
Media and Information Literacy
o This is a model of communication in which the o The ability to use digital technology,
sender and the receiver engage in a circular communication tools or networks to locate,
way, as opposed to a linear way. evaluate, use, and create information.
o Both the receiver and the sender exchange
roles and give each other feedback which
completes the process.
WESTLEY AND MACLEAN’S MODEL
o The model says that communication does not
begin when one person starts speaking, but it
does when a person responds to something
from his/her surroundings.
o The person must first receive a message from the
environment and then he/she responds
according to his/her object of orientation.
o Source, Receiver, Channel, Feedback,
Environment.
THE EVOLUTION OF TRADITIONAL TO NEW
MEDIA
PREHISTORIC AGE (BEFORE 1700S)
o People discovered fire, developed paper from
plants and cast instrumentality or weapon
through stone, bronze, copper and iron.
o In Bulgaria, the Magura cave is among the most
important caves within the north-western
portion of the country. Its cave walls square
MEDIA, INFORMATION, TECHNOLOGY LITERACY measure adorned by prehistoric cave paintings
that go back around 8000 to 4000 years past.
MIL – refers to the essential competencies (knowledge, Over 700 drawings were discovered on its cave
skills and attitude) that allow citizens to engage with walls.
media and other information providers effectively and o Cave Painting (35,000 BC)
develop critical thinking and life-long learning skills for
socializing and becoming active citizens.
MEDIA LITERACY
o The ability to read, analyze, evaluate and
produce communication in a variety of media
forms.
o Ex. Tristan looked for elaborate discussions about
the COVID-19 crisis, so he checked some posts
from the World Health Organization and DOH
websites. o Early Writing Tablet recording the allocation of
beer, 3100-3000 B.C.E,
INFORMATION LITERACY o Late Prehistoric period, clay, probably from
o The ability to recognize when information is southern Iraq. © Trustees of the British Museum.
needed and to locate, evaluate, effectively use The symbol for beer, an upright jar with pointed
and communicate information in its various base, appears three times on the tablet. Beer
formats. was the most popular drink in Mesopotamia and
o Ex. Billy knew that the news he saw on Twitter was issued as rations to workers.
was fake.
TECHNOLOGY (DIGITAL) LITERACY
DISCLAIMER: This handout is a compilation of materials from various sources. It is not to be reproduced or distributed without permission and is not intended for commercial use. The owner is not the
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original author of all materials included. This learning material is for personal learning purposes of [Grade 12] and may not be copied or redistributed without permission from the copyright holders.
Media and Information Literacy
o Clay Tablets in Mesopotamia (2400 BC) o Telegraph (1844)
o This is a technique for printing text, images or
patterns used widely throughout East Asia and
originating in China in antiquity as a method of o A typewriter is a mechanical or
printing on textiles and later paper. As a method electromechanical machine for writing
of printing on cloth, the earliest surviving characters similar to those produced by printer’s
examples from China date to before 220 AD. movable type. A typewriter operates by means
o Printing press using wood blocks (220 AD) of keys that strike a ribbon to transmit ink or
carbon impressions onto paper. Typically, a
single character is printed on each key press.
o Typewriter (1800)
INDUSTRIAL AGE (1700S-1930S)
o People used the power of steam, developed
ELECTRONIC AGE (1930-1980)
machine tools, established iron production and
o People harnessed the power of electricity that
manufacturing of various products (including
led to electrical telegraphy, electrical circuits
books through the printing press).
and the early large-scale computers (through
o A printing press is a device for applying pressure
vacuum tubes, transistors and integrated
to an inked surface resting upon a print medium
circuits). In this age, long distance
(such as paper or cloth), thereby transferring the
communication became possible.
ink. Typically used for texts, the invention and
o By early 1954, Texas Instruments (TI) had
spread of the printing press was one of the most
perfected production to the point that
influential events in the second millennium.
transistors became cheap enough for use in
o Printing press for mass production (19th Century)
consumer items. TI decided that a portable,
handheld radio offered the most mainstream
application of the new technology and
approached several large corporations about
producing the radio
o Transistor Radio (1954)
o The telegraph key used to send the famous
message “What Hath God Wroght” over the
prototype telegraph line between Baltimore
and Washington o The television began its popularity in the 1940s.
o D.C. in 1844 (Smithsonian American Art It was a novel item that everyone wanted to
Museum) have. People were amazed that they could go
from simply hearing voices on the radio to
seeing their faces as they spoke. The television
DISCLAIMER: This handout is a compilation of materials from various sources. It is not to be reproduced or distributed without permission and is not intended for commercial use. The owner is not the
3
original author of all materials included. This learning material is for personal learning purposes of [Grade 12] and may not be copied or redistributed without permission from the copyright holders.
Media and Information Literacy
opened the doors for a variety of new o The computer
experiences for all Americans. This technology
seemed like a large leap for society at the time
as it began to shape daily routines.
o Television (1941)
o Facebook, American company offering online
social networking services. Facebook was
o founded in 2004 by Mark Zuckerberg, Eduardo
o April 11, 1976 – Apple releases its first Computer Saverin, Dustin Moskovitz, and Chris Hughes, all
the Apple 1. Designed and hand- built by Steve of whom were students at Harvard University.
Wozniak, the computers are sold wholesale by Facebook became the largest social network in
“Steven” Jobs. To finance their manufacturing, the world, with more than one billion users as of
Wozniak sells his HP-65 calculator for $500, while 2012, and about half that number were using
Jobs sells his VW van. Years later, in 2014, a Facebook every day. The company’s
working Apple-1 will sell at auction for $905,000. headquarters are in Menlo Park, California.
o Apple 1 Computer (1976) o Social media
o A smartphone is a cellular telephone with an
integrated computer and other features not
originally associated with telephones such as an
NEW (INFORMATION) AGE (1970-PRESENT) operating system, web browsing, and the ability
o People advanced the use of microelectronics in to run software applications. Smartphones can
the invention of personal computers, mobile be used by individuals in both a consumer and
devices and wearable technology. In this age, a business context, and are now almost integral
the Internet paved the way for faster to everyday modern life.
communication and the creation of the social o Smart Phones
network. Moreover, voice, image, sound and
data are digitalized.
o The computer considered by most historians to
be the first truly portable computer was the
Osborne 1. Thai born book and software
publisher Adam Osborne (1939–2003) was the
founder of Osborne Computer Corp, which
produced the Osborne 1 in 1981.
DISCLAIMER: This handout is a compilation of materials from various sources. It is not to be reproduced or distributed without permission and is not intended for commercial use. The owner is not the
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original author of all materials included. This learning material is for personal learning purposes of [Grade 12] and may not be copied or redistributed without permission from the copyright holders.
Media and Information Literacy
RESPONSIBLE USE OF MEDIA AND
INFORMATION
o There are a number of media uses, each can
either be a source of information, or the
communication medium itself. We have also
defined several literacy terms, one of which is
Information Literacy, which will be discussed in-
depth in this lesson
STAGES/ ELEMENTS OF INFORMATION
LITERACY
STAGE 1 - Identifying/ recognizing information
needs
o The realization that arises a need or a problem
exists that requires information, for its satisfactory
resolution.
STAGE 2 - Determining sources of information
o Know how to determine if the needed
information exists, and to source out from varied
avenues.
STAGE 3 - Citing or searching for information
o Know how to find needed information, to give
credits to the source of the information.
STAGE 4 - Analyzing and evaluating the quality of
information
o Know how to fully understand found
information, or know where to go for help if
needed to understand, and to assess the
accuracy and reliability of the information
acquired.
STAGE 5 - Organizing, storing or archiving
information
o Know how to preserve, store, reuse, record and
archive information for future use, or to dispose
of information no longer needed, and
safeguard information that should be
protected.
STAGE 6 - Using information in an ethical, efficient
and effective way
o Know how to utilize information to solve
problem, make decision, or meet need.
STAGE 7 - Creating and communicating new
knowledge
o Know how to communicate and present
information to others in appropriate, usable
formats/ mediums.
Apologies for the typographical errors and lack of information.
~ Drink your water! Goodluckies! ~
DISCLAIMER: This handout is a compilation of materials from various sources. It is not to be reproduced or distributed without permission and is not intended for commercial use. The owner is not the
5
original author of all materials included. This learning material is for personal learning purposes of [Grade 12] and may not be copied or redistributed without permission from the copyright holders.
Media and Information Literacy
DISCLAIMER: This handout is a compilation of materials from various sources. It is not to be reproduced or distributed without permission and is not intended for commercial use. The owner is not the
6
original author of all materials included. This learning material is for personal learning purposes of [Grade 12] and may not be copied or redistributed without permission from the copyright holders.