Introduction to Media and Information Literacy

Communication Fundamentals

  • Definition (McCornack, 2014): Process of sharing and conveying messages or information from one person to another across channels, contexts, media, and cultures.
  • Two main modes
    • Verbal Communication: Spoken or written words used to relay a message.
    • Non-Verbal Communication: Behaviour (gestures, facial expressions, posture, tone, etc.) used to convey meaning.
  • Classical Linear Model \text{Speaker} \;\longrightarrow\; \text{Message} \;\longrightarrow\; \text{Channel (Medium)} \;\longrightarrow\; \text{Receiver}
    • Speaker encodes the message.
    • Channel is the carrier (print, broadcast, digital, face-to-face, etc.).
    • Receiver decodes and provides feedback (implicit or explicit).
  • Key question posed: “How are the concepts of media, information, and technology related to communication?”

Core Concepts

  • Information
    • Processed data / knowledge derived from study, experience, instruction, signals, or symbols.
    • May appear as facts, numbers, images, documents, sound, or actions.
    • Purposes: explain, inform, verify, and support decision-making of recipients.
  • Media
    • The channels, tools, or physical objects used to transmit/communicate messages.
    • Encompasses print, broadcast, new media, and mass media (which reach a large audience).
    • Fundamental role: link government ↔ people, educate citizens on rights, spread knowledge, and enable global information exchange.
  • Technology
    • Application of specific knowledge to practical aims or to manipulate/change the human environment.
    • Provides new tools (hardware & software) that enhance communication speed, reach, and interactivity.

Media Examples Highlighted

  • Print: Newspapers (e.g., Manila Bulletin, Philippine Star), magazines (Men’s Fitness, etc.), brochures & travel pamphlets.
  • Broadcast: Radio news reports (ABS-CBN Radyo Patrol 630, Bombo Radyo), television newscasts (24 Oras, TV Patrol, ANC).
  • Digital / Social Media: YouTube, Facebook, Twitter, Instagram, LINE, VK, etc.
  • Outdoor & Miscellaneous: Festival posters, public-health infographics, tourism leaflets.

Interrelationship: Information ⚫ Media ⚫ Technology

  • Information: what is communicated.
  • Media: how it is communicated (the vehicle).
  • Technology: what can be used to communicate better (tools/platforms).
  • Together they facilitate Communication and are mutually dependent (media and information “go hand in hand”).

Impact of Media, Information & Technology on Communication

  • Positive Effects
    • Instant global reach, real-time updates, e-commerce, online learning, collaborative tools.
    • Greater access to diverse viewpoints and educational resources.
    • Enhanced ability to submit schoolwork, clarify tasks, and build professional networks.
  • Negative Effects / Risks
    • Over-reliance on social media can strain personal relationships.
    • Proliferation of fake news, hoaxes, and misinformation.
    • Privacy concerns and digital footprints.

Literacy: General Framing

  • UNESCO (2004; 2017): Literacy is a continuum enabling individuals to reach goals, develop potential, and fully participate in society.
  • Basic literacy definition: ability to identify → understand → interpret → create → communicate → compute using printed & written materials in varying contexts.

Media Literacy

  • Ability to access, analyse, evaluate, and create media in multiple forms.
  • Focuses on understanding functions of media platforms and judging their relevance/worth.
  • Practical activities: discerning credible YouTube sources, interpreting news framing, creating multimedia content ethically.

Information Literacy

  • Ability to identify, locate, evaluate, and use information effectively for decision-making, problem-solving, or knowledge acquisition.
  • Includes legal/ethical gathering (respect for intellectual-property & avoidance of plagiarism).
  • Keystone of lifelong learning—maximising all information sources.

BIG 6 Information-Process Approach (Eisenberg & Berkowitz, 1988)

  1. Task Definition
    • Define the problem & information required.
  2. Information-Seeking Strategies
    • List all possible sources; choose the best.
  3. Location & Access
    • Locate sources; find info within them.
  4. Use of Information
    • Engage with content; extract relevant points.
  5. Synthesis
    • Organise information from multiple sources; present results coherently.
  6. Evaluation
    • Judge the result’s effectiveness and the process’s efficiency.

Technology Literacy

  • Skill to responsibly use appropriate technology for accessing, synthesising, evaluating, communicating, and creating information to solve problems & improve learning.
  • Emphasises independent or collaborative manipulation of tools (hardware, software, apps) in efficient, suitable, and ethical ways.
  • Without user competence, even advanced technology becomes worthless.

Media and Information Literacy (MIL)

  • Moscow Declaration (2012): Combination of knowledge, attitudes, skills, & practices required to access, analyse, evaluate, use, produce & communicate information legally & ethically, respecting human rights.
  • UNESCO (2013): Competencies empowering citizens to retrieve, understand, evaluate, create, and share content across formats using various tools critically, ethically, effectively for personal, professional, and societal engagement.
  • Goal: Develop creative & critical thinkers, responsible users, and competent producers of media and information.

Traits of a Media & Information Literate Individual

  • Curious: Seeks truth, asks critical questions, gathers detailed evidence.
  • Well-Knowledgeable: Confidently affirms accurate information.
  • Good Writer: Captures attention; communicates truth clearly & correctly.
  • Professional: Provides correct info, respects others’ ideas, upholds ethical standards.

Netiquette & Responsible Use Guidelines

  1. Ensure Personal-Information Safety
    • Avoid oversharing; read “Terms of Use” carefully.
  2. Get Permission
    • Secure consent before posting others’ images or videos.
  3. Think Before You Click
    • Post/share only if content is accurate, helpful, kind, and appropriate.
  4. Keep Passwords Safe
    • Never share; update regularly to prevent hacking or impersonation.
  5. Spread Positivity
    • Share uplifting content; avoid hate and negativity—digital footprint reflects character.
  • Additional reminders
    • Identify yourself clearly in communications.
    • Review messages objectively before sending.
    • Remember that online posts become permanent and universal.
    • Share only factual, beneficial information.

Synthesis & Implications

  • Effective communication is optimised when appropriate media, information, and technology intersect.
  • Individuals must cultivate media literacy, information literacy, and technology literacy to use media responsibly and consciously.
  • Mastery of these literacies leads to confident, ethical, and impactful participation in modern society.