mil (copy)

Media

The tool we use to mediate the transfer of communication

Middle

Media → Medius (Latin word) = ??

Technological determinism

Marshallmcluhan

theory that believes technology is a steering factor in how a society develops its structure and values

Tribal Age

Prevalence of Oral communication

People relied on face-to-face communication

People stuck to their tribes to avoid exclusion in the tribe's communication process

Dominant auditory senses of life (Oral Society)

Acoustic space

Uses multiple senses simultaneously to understand the message

Rational space

Emphasis by sense of sight which is focused and linear

Age of literacy

Installing sight at the hierarchy of

senses

Lessening the role of other senses

Egypt, Babylon, Maya, and China

Paper

is etymologically derived from papyrus, Ancient Greek for the Cyperus papyrus plant.

Papyrus

a thick, paper-like material produced from the pith of the Cyperus papyrus plant which was used in ancient Egypt and other Mediterranean societies for writing

was invented by the Chinese about 2000 years ago

Print age

Gutenberg Press (Movable-type)

Dominance of visual space and logical thinking

Gutenberg press Movable-type

Johannes Gutenberg

the system of printing and typography that uses movable components to reproduce the elements of a document (usually individual letters or punctuation).

Electronic age

Dominance of electric media

“retribalized”

Television was the newest form of media

“Global Village”

New media or Information age

Invention of computer (1940s)

Interactive era

Era of the digitization of

information

Transforming receivers to senders

Pre-colonial period

Umalohokan (town crier)

sabi (maxim), bugtong (riddle), and kumintang (war song) of the Tagalogs

tutul (folktale), and darangan(epic poetry) of the Maranaws

Scripts on leaves and barks of trees, written in ancient Filipino systems of writing (baybayin & kavi)

SPANISH PERIOD

Aviso al public, Del Suprior Gobierno, La Esperanza, Diario de Manila

La Solidaridad, Kalayaan, La Independencia, La Libertad

In 1897, cinema came to the Philippines

AMERICAN PERIOD

Ang aswang (1932)

Zamboanga

Genghis khan

Kenkoy

Liwayway

Antonio Velasquez

Father of Filipino Komiks

Japanese period

Newspapers were banned

Golden age of Journalism

Martial law period: abs-cbn channel was banned

Post-martial law period

Welcome to the internet

1994: computer, telephones

Pldt wifi

Primary source

It is an original, uninterpreted, or “first-hand” material of information, created by a person(s) directly involved in an activity or an event.

Interviews, personal letter, photos, speeches, diaries

Secondary source

This provides information obtained through a number of primary sources, and has undergone editing or interpretation.

Articles, magazines, dictionary, scholarly books, encyclopedia, newspapers, commentaries

Biography

Secondary

It written by the individual describing the life of another person

Autobiography

Primary

It is a detailed account of a person’s life written by the same person.

Tertiary source

Only provide overviews of the original references

Reference materials that list or summarize ideas or information.

Time

One important element to consider in classifying information sources.

PRINT

BOOKS

NEWSPAPERS

MAGAZINES

PHOTOGRAPHS

ENCYCLOPEDIAS

REPORTS

NONPRINT

AUDIO

VIDEO

DIGITAL

DOCUMENTS

COMPACT DISKS

DVDs

Library

A building or room that contains a collection of books, periodicals, and/or audio-visual materials

Aklatang panlungsod ng Dasmarinas

National library of the Philippines

It has the most number of printed materials in the country.

It is located at Kalaw Ave, Ermita, Metro Manila

1,678,950 volumes

OPAC

Online Public Access Catalog

simply, “library catalog” is an online database of materials held by a library wherein users search in library catalog principally to locate books and other material available at a library

Internet

global network of computers that allows computer users around the world to share information for various purposes

Wikipedia

Indigenous media

refers to a form of media conceptualized, produced, and circulated by indigenous people

Folklore, Folk music, Folk dances, Other indigenous arts

Marshall mcluhan

1964

“Medium is the message”

“Media are no longer considered as mere channels, instead it is to be considered as the message itself.”

Media language

It is a method consisting of signs and symbols, used by information producers to convey meanings to their audiences (Orlebar, 2009)

It is a set of technical codes and conventions to communicate information. (UNESCO, 2016)

Written

Writing styles/Punctuations

Verbal

Dictions/Stress

Non-verbal

Gestures Facial Expressions

NON-DIEGETIC SOUNDS

These are sounds that have been added in the post-production stage of the material.

(Sound effects, Music, Voice over)

DIEGETIC SOUNDS

These are the raw sounds in an audio-video material.

(Voices, Footsteps, Claps, Dialogue)

Visual

Colors, Camera angles

Codes

These are systems of signs that are put together to create arbitrary meaning (Fiske, 1987)

Technical codes

Camera angles and Techniques

Framing

LightSing

Exposure

Symbolic codes

Okay sign

Thumbs up

Body Gesture

Color

Setting

Conventions

It is a practice or technique that is widely used

in a field. (David Croteau and William Hoynes (2003)

Technical convention

This is applied to the technical area, such as length of television series, films or music videos

Genre convention

usually associated with the type of content.

Media representation

Representation refers to the construction in any medium (especially the mass media) of aspects of 'reality' such as people, places, objects, etc.

Croteau and Hoynes (2003)

Media representations are not realities of the world, but only results of selection process that highlight some aspects of reality and neglect the others

Information producers use media to develop some ideals, or to convey beliefs or principles.

Denotation

This is the literal aspect of an information.

Connotation

This refers to the meaning or interpretation people associate with an information

Ethical

From the Latin word “ethikos” which means character.

Defines how individuals prefer to interact with one another.

Legal

The Law, is a set of generally accepted rules, accepted and enforced within a certain territory or entity.

Piracy

The unauthorized reproduction or use of a copyrighted book, recording, television program, patented invention, trademarked product, etc.

Intellectual property

This refers to creations of the mind, such as inventions; literary and artistic works; designs; and symbols, names and images used in commerce.

WIPO

was created in 1967

WIPO

World intellectual property organization

"to encourage creative activity, to promote the protection of intellectual property throughout the world."

Copyright

a legal term used to describe the rights that creators have over their literary and artistic works.

Books, films, Computer programs, paintings, database, Technical drawing, sculpture, maps, advertisement

Copyright

An IP is covered by copyright during the lifetime of the IP owner and 50 years after his/her death

The IP owner or his/her legal successor can renew the copyright after its expiration.

Only after an IP’s copyright expires and its owner or legal successors fail to renew the copyright can it be considered as public domain.

Trademark

It is a name, word slogan, symbol, among others, that identifies a product of organizations. (WIPO, n.d)

Starbucks, elmers, vaseline

requires registration. It is because if a material is a registered trademark of a group or organization, no other party can ever use it

It is illegal to use the symbols ™and © for products that are not registered under a national trademark/patent office

Patent

It is a government license given to industrial process and inventions that gives its owner an exclusive right to use, sell, or manufacture the said IPs (UK Copyright Service, n.d)

Non-patentable

Discoveries, scientific theories, and mathematical methods

Schemes, rules and methods of performing mental acts, playing games or doing business, and programs for computers.

Methods for treatment of the human or animal body by surgery or therapy and diagnostic methods practiced on the human/animal body.

Plant varieties or animal breeds or essentially biological process for the production of plants or animals.

Aesthetic creation

Anything which is contrary to public order or morality.

Privacy

It is a state of being alone or being away from public attention

Accuracy

It relates to the correctness of the information source to the details of the information

Plagiarism

To use the words or ideas of another person as if they were your own words or ideas

INFORMATION LITERACY SKILLS

Finding resources available

Ethics and responsibility of use

Managing your findings

Sharing your findings

TYPES OF MEDIA

PRINT MEDIA

BROADCAST MEDIA

NEW MEDIA

Print media

the industry of printing and distributing information

the oldest form of media

Francis bacon

printing was one of the three inventions that changed the whole face and state of things throughout the world

Books

considered to be the oldest form of print medium

CUNEIFORM

a system of writing first developed by the ancient Sumerians of Mesopotamia c. 3500-3000 BCE. It is considered the most significant among the many cultural contributions of the Sumerians.

Newspaper

a lightweight, serial publication which comes out regularly

TABLOID

(23 —- in PH)

TABLOID

Short sentences

Features celebrities

Uses bias language

Aims to entertain

Lots of pictures

BROADSHEET

(Manila Bulletin/Philippine Daily Inquirer/The Philippine Star)

BROADSHEET

Longer sentences

Features serious stories

Uses formal language (Major world events/politics)

Assumes well educated readers

Magazine

Makhazin (Arabic word)

“storehouse”

aims to entertain, inform, and advertise

Magazine

Music magazine

Kids’ magazine

Oldest tagalog magazine

Personal finance magazine

Showbiz-oriented magazine

Journal

periodic publication focusing on a specific field of study

-- are published on a regular basis (monthly, quarterly, etc.) and are sequentially numbered.

Comics

is a medium used to express ideas with images, often combined with text or other visual information.

It typically takes the form of a sequence of panels of images.

Textual devices such as speech balloons, captions, and onomatopoeia can indicate dialogue, narration, sound effects, or other information.

FLYERS/LEAFLETS/POSTERS

used mostly by small companies due to the low cost of advertising.

They contain the basic information about a company, their name, logo, service or product, and contact information, and they are distributed in public areas

Broadcast media

Television

Radio

Airspace

part of the atmosphere where frequency bands are available to transmit messages

Phonograph

a device for the mechanical recording and reproduction of sound.

CAMERAS/PROJECTORS

(invented by Thomas Edison, 1880s)

CINEMATOGRAPH

(invented by Auguste & Louis Lumiere)

FILM (motion pictures)

A film, also called a movie or a motion picture, is a series of still photographs on film projected onto a screen using light in rapid succession.

Sound movies (1927)

Colored (1930)

Radio

is sound communication by radio waves, usually through the transmission of music, news, and other types of programs from single broadcast stations to multitudes of individual listeners equipped with radio receivers

DZRH NEWS

Oldest radio station in PH

Television in Ph (1950s)

Television in the Philippines was introduced in October 1953 upon the first commercial broadcast made by Alto Broadcasting System (now ABS-CBN), making the Philippines the first Southeast Asian country and the second in Asia to do so.

New media

refers to digital media that are interactive, incorporating two-way of communication

Media convergence

the phenomenon that connects different forms of media together.