Republic of the Philippines
APAYAO STATE COLLEGE
Conner, Apayao
Official website: [Link]
E-mail addresses:officeofthepresident@[Link]& op_asc@[Link]
Tel. No.:(074) 634-0091
BUILDING AND ENHANCING NEW LITERACIES
ACROSS THE CURRICULUM
(ProfEd 20)
MODULE 5
MEDIA LITERACY
REMA BASCOS-OCAMPO, et. al.
Page 1 of 16
Republic of the Philippines
APAYAO STATE COLLEGE
Conner, Apayao
Official website: [Link]
E-mail addresses:officeofthepresident@[Link]& op_asc@[Link]
Tel. No.:(074) 634-0091
INTRODUCTION
Media Literacy has been the theme of the teaching- learning process in this era
especially that the world has been introduced in the digital age as majority of people
have an easy access to internet thru the aid of electronic gadgets either first
generation or the latest model. It also gained its popularity again as the COVID- 19
pandemic threatens the lives of every individual as it also impede the face to face
modality of the teaching – learning process and dictates the utilization of technology
on different online platforms to effectively deliver a safe, effective and efficient
instruction.
OBJECTIVES:
At the end of this chapter, you should be able to:
Define media literacy
Describe the status of media education in the country
Identify key skills required for integrating media literacy in the classroom
Evaluate the impact of media literacy to education.
Define, Identify and explain the different types of plagiarism
Practice academic honesty and integrity by not committing plagiarism
Discuss and evaluate notable cases of plagiarism in the Philippines
LEARNING CONTENT:
INTRODUCTION, DEFINITION OF MEDIA LITERACY AND EDUCATION
IMPORTANCE OF MEDIA EDUCATION
STRATEGIES FOR INTEGRATING MEDIA LITERACY IN THE CLASSROOM
MEDIA LITERACY ACROSS THE CURRICULUM
ASSESSING MEDIA LITERACY WORK
LEGAL, ETHICAL AND SOCIETAL ISSUES IN MEDIA AND INFORMATION
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APAYAO STATE COLLEGE
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Official website: [Link]
E-mail addresses:officeofthepresident@[Link]& op_asc@[Link]
Tel. No.:(074) 634-0091
DEFINITION OF MEDIA LITERACY
The simplest description of media literacy is the ability to ACCESS, ANALYZE,
EVALUATE, CREATE, and ACT using all forms of communication. This definition
builds on the following points:
1. Media literacy promotes the critical thinking skills that enable people to
make independent choices with regard to 1) which media programming to
select and 2) how to interpret the information they receive through the
channels of mass communication.
Media literacy is, first and foremost, a critical thinking skill that is applied to the
source of most of the information we receive: the channels of mass communication.
However, for a variety of reasons, we often blindly accept the information that we
receive through the media—with disastrous results. We develop brand loyalties that
have little to do with the quality of the product. We take the word (or pictures) of
journalists to provide us with a clear understanding of our world. And we vote for
candidates on the basis of “gut reactions” to political spots devised by clever political
media consultants. Rather than tuning to a specific program, all too often the
audience simply watches the medium (“I’m gonna watch TV”). Indeed, most TV
viewers don’t bother to check the TV listings before turning on the set; instead, they
simply flip through the channels to determine what they want to see (or what is
least objectionable). One of the criteria of becoming an educated person is
developing the critical faculties to understand one’s environment—an environment
that, increasingly, is being shaped by the media. As Bill Moyers observes, “At stake is
our sense of meaning and language, our sense of history, democracy, citizenship
and our very notions of beauty and truth.
2. Understanding the process of mass communication.
Medium by itself is simply a channel of communication; consequently, it is neither
good nor evil. A number of factors determine the impact of a media presentation,
including an understanding of the elements involved in the process of media
communications: 1) media communicator, who is producing the presentation; 2) the
function (or purpose) behind the production of the presentation; 3) comparative
media—the distinguishing characteristics of each medium; and 4) the intended
audience.
3. An awareness of the impact of the media on individuals and society.
The media have transformed the way we think about the world, each other, and
ourselves. Media presentations convey cumulative messages that shape, reflect, and
reinforce attitudes, values, behaviours, preoccupations, and myths that define a
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Official website: [Link]
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Tel. No.:(074) 634-0091
culture. Within this context, media literacy education has had an impact on young
students’ behaviours and attitudes, thus, it also offers intervention.
4. The development of strategies with which to analyse and discuss media
messages.
Media literacy provides strategies that enable individuals to decipher the information
they receive through the channels of mass communications. These keys also provide
a framework that facilitates the discussion of media content with others—including
children, peers, and the people responsible for producing media programming.
5. An awareness of media content as a “text” that provides insight into our
contemporary culture and ourselves.
Media presentations often provide insight into the attitudes, values, behaviours,
preoccupations, patterns of thought, and myths that define a culture. And
conversely, an understanding of a culture can furnish perspectives into media
presentations produced in that culture.
6. The cultivation of an enhanced enjoyment, understanding, and
appreciation of media content.
Media literacy should not be considered as merely an opportunity to bash the media.
Within this context, critical analysis can heighten your awareness of media at its
best: insightful articles, informative news programs, and uplifting films.
With the abovementioned information, you might be wondering on where media
literacy originated. It is founded on traditional literacy but it is more progressive and
advanced way of reading and writing. Thus, making media as an effective channel to
communicate ideas even from the early years where transistor radios and black and
white television sets were introduced to the world.
Thus, Media literacy develop people to become more analytical and critical thinkers
and makers, effective communicators and active citizens as well.
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E-mail addresses:officeofthepresident@[Link]& op_asc@[Link]
Tel. No.:(074) 634-0091
To make a clearer understanding on the terms being used with Media Literacy, the
following is best explained.
Media alludes to all electronic or advanced methods and print or imaginative visuals
used to communicate messages.
Literacy is the capacity to encode and translate images and to incorporate and
investigate messages.
Media Literacy is the capacity to encode and translate the images communicated
by means of media and the capacity to orchestrate, break down and produce
intervened messages.
Media Education is the investigation of media, including 'hands on' encounters and
media creation.
Media Literacy Education is the instructive field devoted to encouraging the
aptitudes related with media education.
Since we have already talked about the terminologies, we will have an in-depth
explanation of what really media literacy is.
Media literacy represents a necessary, inevitable, and realistic response to the
complex, ever-changing electronic environment and rich communication that
surround us.
To become a successful student, responsible citizen, productive worker, or
competent and conscientious consumer, individuals need to develop expertise with
the increasingly sophisticated information and entertainment media that address us
on a multi-sensory level, affecting the way we think, feel, and behave.
The present data and amusement advances impart to us through an incredible blend
of words, pictures, and sounds. Accordingly, we have to build up a more extensive
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arrangement of proficiency abilities helping us to both fathom the messages we get
and viably use these instruments to plan and disperse our own messages. Being
educated in a media age requires basic reasoning abilities that enable us as we
decide, regardless of whether in the homeroom, the lounge, the work environment,
the meeting room, or the democratic corner.
At long last, while media education brings up basic issues about the effect of media
and innovation, it is not an enemy of media development. Or maybe, it speaks to an
alliance of concerned people and associations, including instructors, religious
gatherings, social insurance suppliers, and resident and purchaser gatherings, who
look for a more edified method of comprehension our media condition.
IMPORTANCE OF MEDIA LITERACY
1. Develops skill in information verification and respect to people’s point
of view.
As a reader, it develops your ability to discern the truthfulness and credibility of
information that you have read, photos that you have seen and even information
that you have watched and heard thru different media platforms. The popularization
of the fake news and even distorted propaganda is the best example that teaches
every individual to not only validate but triangulate information.
2. Strengthens critical and analytical thinking.
Media literacy exercise your mind to process the real and deeper meaning of a
content/ material being written, discussed and posted. It creates more than
imagination especially on issues where a wide variety of interpretation can be
derived of. To be critical is to give a sound judgement.
3. Teaches responsible sharing of information and proper
acknowledgement of media sources.
The popular reminder “ Think before you Click” is the best example for this as
most students are fond of sharing information in the social media especially on their
accounts without carefully analyzing the content and even not checking the
timeliness of the event. One example here is on the memorandum about public
holidays and suspension of classes where people would share without checking the
dates as well as the legitimacy of the office who released the said announcement.
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Emotions play a big role for responsible sharing of information, it may be positive or
negative. As human enjoys a limitless freedom of expressions especially on topics
that arouse their interests, they flooded the social media accounts with likes,
comments and emojis which may or may not be acceptable to the account owner
which in turn may cause prestige or conflict.
The popular issues on social media like the denial of franchise renewal of a giant
network, the real status of the COVID- 19 pandemic based on actual and real time
data which divided the entire nation due to difference in belief.
4. Media mirrors our culture.
Filipinos are known to have a very rich culture that we can really witness around us
that media promotes. From the advertisements of popular fast food chains that
shows closed family ties; the money remittance commercial that shows strong
support and empathy to family members; the biscuit commercial that shows the
value of sharing ang generosity; the innate cheerful character of Filipinos thru a
soda commercial; the telecommunications company on father- son relationship; the
Filipinos healthy ways thru a disinfectant advertisement. With the sample links
below, you may see sample advertisements that echoes Filipino Culture.
a. [Link] – Fita Cracker Commercial
b. [Link] PLDT NDD
Commercial
c. [Link] Coke Beat
d. [Link] Family
Rubbing Alcohol
[Link]://[Link]/watch?time_continue=4&v=msCql4ncVeE&feature=em
b_titl e-LBC Remittance
The themes of novels, short stories, movies and TV series being aired in our country
also showed our culture and history; victory and defeat as well as some of few
dysfunctional cultures that brought about by the effects of colonization in the
country. The usual themes are focused on love, poverty, war, peace, friendship and
family.
With the abovementioned statements, media shapes the viewers’ consciousness as
well.
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Republic of the Philippines
APAYAO STATE COLLEGE
Conner, Apayao
Official website: [Link]
E-mail addresses:officeofthepresident@[Link]& op_asc@[Link]
Tel. No.:(074) 634-0091
5. Determines and identifies communication strategies.
The media is a powerful tool of motivating and persuading people without actually
noticing its real intention. A good example is the marketing strategies of companies
where they post motivational quotes to bring excitement to our minds and
eventually, we are already hooked and may or may not be enjoying their services.
To students, this is more on their social media supporter subscriptions where they
campaign for more likes as this bring prestige, honor as well as monetary reward to
them. They only use simple language and expression that are easily to understand
that gives them also the feeling of happiness just like the “memes” where their
creative thoughts are being tickled.
6. Teaches you how to not be swayed by persuasion techniques.
In relation to item number five (5), media also train us to become more aware of the
events that are happening in our society. It hastens our minds to study situations
especially when we need to take sides due to non-neutrality in a certain issue. Media
gives us the opportunity to listen to both sides, push us to do research on certain
topics and eventually bring us to a tougher decision-making where we will not be
deceived by different propaganda.
8. Encourages active participation in public affairs as a citizen.
Media helps us to become an active citizen through public conversations where we
can air our opinions as well as where we ca give our positive and negative reactions.
Our contribution as a citizen is vital in the attainment of our goals not only as an
individual but as a productive member of our society.
9. Teaches to create own content.
When we post our ideas we are already making an impact to the world especially
when it is done in a very responsible manner. We are not only transforming as a
better person, a well- informed individual but we are being trained to make a better
picture of the world thru our contributions.
A reminder, when we post something, everything should be carefully planned and
analyzed to avoid confusion and provide other way of interpretation.
Page 8 of 16
Republic of the Philippines
APAYAO STATE COLLEGE
Conner, Apayao
Official website: [Link]
E-mail addresses:officeofthepresident@[Link]& op_asc@[Link]
Tel. No.:(074) 634-0091
STRATEGIES FOR INTEGRATING MEDIA LITERACY IN THE CLASSROOM
1. Exploit teachable moments.
Outside the regular teaching-learning process and the usual lecture time, we should
also allot time listening to our students especially on the topics that they love
discussing like their favorite TV series such as K-drama, C-drama, reality TV shows,
viral videos and memes as well as other social media apps like Tiktok, snapchat, re-
face apps and their quest on online games like Mobile Legends, Clash of Clans and
other simulation games.
These activities, outside the academic box may reveal also their inclinations and may
explain why they behave very differently in one instance.
2. Give students a chance to create media, not just analyze it.
In media education, the teaching- learning process is a shared endeavor like in the
manipulation of technology where video creating and editing is required. Both faculty
and students should be able to work together as mentor and mentee, this action will
further explain how a certain video works when it is edited and used with proper
lightings and sound effects. With the constant practice and exploration of students in
creating a media, they would be able to discover their potentials.
3. Start and end with the key concepts.
Media education is more effective to the target audience if the concepts are well-
defined and explained. It is likened to ask questions like: Are media messages
constructed? Is it constructed with creative language governed by rules? Are this
differ when two individuals have received the message? Does the media products
and outputs with embedded values and point of view or this is just merely for
gaining profit?
4. Recognize that teachers and students enjoy media.
People of all ages, in all walks of life really enjoys media not only for entertainment
and information but this serves as their springboard as a subject of critiquing. We
should always bear in mind that critiquing may not always mean criticizing. We
assess and evaluate issues projected thru media because we wanted to have a
thorough grasp of the problem and we may find solution for it. As we enjoy media
our horizon also widens as it introduced us to a complex scenario.
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Republic of the Philippines
APAYAO STATE COLLEGE
Conner, Apayao
Official website: [Link]
E-mail addresses:officeofthepresident@[Link]& op_asc@[Link]
Tel. No.:(074) 634-0091
5. Teach about media, not just with media.
In the classroom when we decided to use media as a platform for pedagogy, we
should always consider that we are also letting them learn about the media. A good
example for this is to make a comparison on the novels that were converted to
movies like the following: The Notebook, Harry Potter, Les Miserables, The Little
Women and others.
The students may conduct a comparative analysis on these examples and may see
the small details as to production.
6. Make media education about asking questions, not learning answers.
Media Education is heuristic and informative in nature. It is more on giving answers
as well as on asking for an information. It tickles the mind of the students to make a
very strong opinion which is based on research findings and existing theories which
may lead them to a sound conclusion without using their emotions to argue.
7. Fight the perception that “it doesn’t matter”.
Advertisement, commercials and infomercials are projecting a very loud sound of
analysis and information, regardless if the producer or creator do not mean to imply
other meanings which are deeper than what they project.
For example, a popular TV commercial on the 90’s about a carbonated drinks with a
line “Nag-iinit ka na ba?” and a slapping of a lady to a guy is open to a lot of
interpretations. First, the slapping happens due to our conservative culture as
Filipinos that ladies should not be addressed with double meaning statement.
Second, because it is summer time, an ice cold drink is good to quench the thirst.
Third, the temperature inside the elevator is high due to brownout.
The statement that perception doesn’t matter is not applicable as we are guarded by
our cultural norms. Everything does matter but it needs bases: theoretical, cultural,
legal and political.
MEDIA LITERACY ACROSS THE CURRICULUM
Media Education is vital across almost all disciplines as this has a role in bridging the
gap on the information that has been long published and believed.
Let us identify all the subjects where Media Education is directly or indirectly
involved.
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1. Criminal Justice Education and Law.
Media outfits and media products has been very instrumental in the
dissemination of existing and new policies in the community or in the nation. It
also brings the hottest information as regards crime commission and prevention.
Do you think that these media events influence the readers, listeners and
viewers? Will these make a responsible citizen? How about the simulation games
portrayed by the cops and the suspects, will this reduce the crime or this will
excite the mind of the offenders? How about the portrayal of seeking justice, will
this be treated with high confidentiality despite of the social media bashing to the
offenders and sometimes to the victim as well as the social stratification in the
society?
2. Science
How media reports the latest innovation in the field of science and technology?
Are the Science TV programs excites the interests of the people especially on the
new discoveries and breakthroughs of scientists? Will the students arouse
interests on doing some experiments just like the things that they have watched,
research results that they have read and things that they wanted to discover?
3. Social Science
The wide umbrella of Social Sciences has been shaped by the media especially
on History which has been publicly opened to people from the earliest civilization
up to the Contemporary World. Politics also has been shaped by media, from the
struggles to victory; from the installation of public officials in their offices to
deliberation of local and global issues.
4. Health and Physical Education
The online Physical Fitness Programs, the healthy kitchen show, the digital and
print advertisement on the campaign against smoking, drinking and drug
abusing have created influence and awareness to the community which
eventually shaped people’s healthy perspective both mentally and physically.
5. Music
Music has been a powerful instrument in lifting the spirit of people. This also
portrays the feeling of love, victory, happiness, melancholy and anger. But how
does the media affects individual preference of its content? Is it because of the
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beat? Or the popularity of the artist? Or the beliefs and ideals of the listener? Or
the genre that defines the personality of people?
6. Family Affairs
Does the media changed the traditional hierarchy of the Filipino family? How
does gender roles portrayed in media products? Did it follow the norms or have
deviated from it?
ASSESSING AND EVALUATING MEDIA LITERACY WORK
According to Chris Worsnop (2018), assessment of the media literacy work is
important due to the following points:
1. An authentic assessment scale, or rubric, can be extremely useful to teachers,
students, and their parents throughout the process of teaching and learning about
media – especially if it is clear, fair, consistent, has appropriate standards, and looks
for the right characteristics in student work. This can help everyone involved better
understand and agree on what is expected from students – a process which sets
high standards and leads to fewer misunderstandings between teachers, students,
and their parents.
2. Students can also use a good assessment rubric as a guide as they plan and
execute their work. The traits of the rubric set clear targets for students to strive for,
and students are often able to use this knowledge to achieve at a much higher level
of performance.
3. Teachers sometimes avoid assigning media production work – such as videos,
posters, web pages, or collages — because they feel uneasy about assessing student
work that is not in a traditional written format. With clear criteria for assessing
media work, many of these fears can be put to rest and teachers can be more
confident about what qualities they are looking for in student work.
4. Media literacy is a subject that is frequently attacked, marginalized, or otherwise
threatened, and "one of the best defences against any criticism of any subject area
is to be able to show that your assessment is strong, solid, rigorous and fair, and to
proclaim that as a teacher you are happy to be held accountable for your
assessment."
Page 12 of 16
Republic of the Philippines
APAYAO STATE COLLEGE
Conner, Apayao
Official website: [Link]
E-mail addresses:officeofthepresident@[Link]& op_asc@[Link]
Tel. No.:(074) 634-0091
MEDIA AND INFORMATION LITERACY (MIL)
A. Legal, Ethical and Societal Issues in Media and Information
Brief Historical Background of Plagiarism
The word plagiarism is now a common term especially when it comes to books,
research, films and vlogs. In layman’s term, plagiarism is merely copying. But let’s
have a deeper understanding of the term thru history and etymology.
With the etymological background of plagiarism from the Roman word “plagarius”
which means kidnapper, seducer and plunderer. These three descriptions would
mean a criminal action that conveys an offense to people and properties. Though
plagiarism has already existed around 80 AD during the grandeur years of the
Roman poets like Martial. He used the word “ plagiarus” when Fidentinus recited his
poem and taking credit of it without acknowledging him. But the main concern here
is not on ATTRIBUTION but on the PAYMENT for stealing the credit from him.
Though plagiarism is present during those time, no courts will give remedy as there
were no existing rules to reprimand those who are engaged to it but limited only to
written creative verses attack. But aside from that, ghostwriting is allowed as
plagiarism is not viewed as a serious offense in the light of creativity but more of
economic side.
The term Plagiarius evolved to Plagiarism in the English language when Ben Johnson
defined plagiary as literary theft and later defined on Samuel Johnson’s dictionary as
literary thief or the person who steals the thoughts or writings of another.
Plagiarism on New Technologies and New Challenges
With the advent of technology, one form of plagiarism is the invention of copy and
paste in the mid 70’s. And it became more rampant thru the internet as there are
virtually unlimited websites that can provide information without critical thinking.
That’s how students are no longer working well on your studies for the websites
guarantee an instant assignment and school projects.
Plagiarism means the theft of another person's language, thoughts, or ideas. To
plagiarize, as it is commonly understood according to Webster, is "to take
(ideas,writings , etc.) from (another) and pass them off as one's own. " The practice
of taking someone else work or ideas and passing them off one’s own
([Link]) and the
act of using another person’s work or ideas without giving credit to the person
(Merriam-Webster Dictionary)
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Obviously, the passing off of the work of another as one's own is thus an
indispensable element of plagiarism. Plagiarism thus refers to the act of
appropriating the ideas of another and presenting them as one's own. It is an act of
intellectual dishonesty, which assumes more gravity when committed in the context
of an activity that puts premium precisely on the production of original creative work
(e.g., academic paper, a literary or scientific publication, an artistic work, etc.).
Types of Plagiarism
A. Sources Not Cited
1. The Ghost Writer – The writer that turns in another’s work in verbatim, word
for word, as his or her own.
2. The Photocopy- The writer copies significant portions of text straight from a
single source, without alteration.
3. The Potluck Paper- The write copies from several different sources, tweaking
the sentences to make them fit together while retaining most of the original
phrasing.
4. The Poor Disguise- The writer has altered the papers appearance slightly by
changing kay words and phrases.
5. The Labor of Laziness- The writer takes the time to paraphrase most of the
paper from other sources and make it all fit together.
6. The Self- Stealer- The writer borrows generously from his or her previous work.
B. Sources Cited
1. The Forgotten Footnote- The writer mentions an author’s name for a source
but neglects to include specific information on the location of the material
referenced.
2. Misinformer-The writer provides inaccurate information regarding the sources,
making it impossible to find them.
3. The Too- Perfect Paraphrase- The writer properly cites a source, but neglects
to put in quotation marks on text that has been copied word-for-word, or close to it.
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5. The Resourceful Citer- The writer properly cites all sources, paraphrasing and
using quotations appropriately. The paper contains almost no original work.
6.
7. The Perfect Crime- The writer properly quotes and cites sources in some places,
but goes on to paraphrase other arguments from those sources without citation.
Learning Activities
Activity 1:
1. Make a narrative in your stand on criminalizing the act of Plagiarism in the
Academe especially on their research and creative works by mentioning your
arguments.
2. Political personalities have been involved in the issue of plagiarism
especially on their speeches in addressing the nation or a group of people.
React on this, “Plagiarism is a betrayal of public trust” and relate it to
this statement, “A political wrong, is a social wrong and every social
wrong is a moral wrong”.
Activity 2:
Create a simple explanation of the following terms that describe media literacy
according to your own experience as a student:
1. ACCESS
2. ANALYZE
3. EVALUATE
4. CREATE
5. ACT
Activity 3:
1. Try to find five advertisements in any form and discuss the its following
implications to:
A. Entertainment
B. Social
C. Political
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D. Moral
E. Economic
F. Health
SELF- ASSESSMENT
(E-Portfolio Assessment to be submitted in Google Classroom/
Email/Google Drive/messenger)
1. Based on the lesson you have learned in this module, describe the status of media
education in the country.
[Link] a future educator, Identify key skills required for integrating media literacy in the
classroom
[Link] a simple poster that best explains the importance of media literacy and post it
in your social media account with proper caption.
Answers may vary.
References:
[Link]. Literacy for the 21 Century/ Orientation and Overview
st
Baran, [Link] to Mass Communication and Media Literacy
and Culture 8 Edition. Published by McGraw-Hill1221 Avenue of the
th
Americas, New York,NY 10020. 2014
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