Media and Information Literacy

Introduction to Media and Information Literacy

A. Communication
1. Definitions
2. Communication Models/ Process of Communication
B. How Media and Information Affect Communication
C. Similarities and Differences of Media Literacy, Information Literacy, and Technology
Literacy
D. Media and Information Literacy (MIL)
1. Definitions

the act or process of using words, sounds, signs, or

behaviors to express or exchange information or to
express your ideas, thoughts, feelings, etc., to someone
else

(http://www.merriam-webster.com)
Communication

the exchange of information and the expression of

feeling that can result in understanding
(http://dictionary.cambridge.org)

• Emphasized in the first definition that communication can be verbal – ORAL-

WRITTEN and non-verbal. Signs, Symbols, Facial Expressions, Gestures
• Emphasized in the second definition the idea of exchanging not only information
but feelings and the idea of communicating for understanding.
Media’s Role in Communication
• Media are tools or channels used to deliver messages (e.g., print, digital,
broadcast media).
• The type of media can affect the speed, tone, and understanding of
communication.
PROCESS OF COMMUNICATION
TRANSMISSION MODELS
Lasswell’s Communication Model (1948)

Who In Which With what

Says What To Whom
Channel effect?
COMMUNI
MESSAGE MEDIUM RECEIVER EFFECT
CATOR

RECEPTION MODEL
Osgood- Schramm Model Of Communication (1954)
Berlo’s SMCR Model of Communication (1960)

Element of Communication
Speaker
Message
Medium
Channel
Encoding
Listener/Receiver
Feedback
Context
Barrier
Barrier
Decoding
 However, with the advent of technology, media and information have become
essential components of communication. Media provides a platform for people to
share their ideas and thoughts, while information allows people to connect with
others who might share similar interests.
 Social media and information have a huge impact on communication. It not only
changes the way of communication but it also has made it better and is keep
getting improving with the help of social media. Has create a sense of urgency
among the people and has aware them of its importance.
 Media and information influence to communication
 Through these, we become connected to different people around the world.
These have a significant influence on the modern culture and become tools in
sharing information, ideas, personal messages, and other content and have
become more widespread and accessible.

Media and Information Literacy (MIL)

- refers to the essential competencies (knowledge, skills and attitude) that allow
citizens to engage with media and other information providers effectively and
develop critical thinking and life-long learning skills for socializing and becoming
active citizens
The Evolution of Media: From Signals to Social Networks
From the earliest forms of communication to today's interconnected digital world, we'll
uncover how humanity has continuously sought innovative ways to share stories,
disseminate news, and connect with one another.
Telegraphs and Telegrams: Bridging Distances in the Industrial Age
Telegrams, the physical printouts of these telegraphic messages, became the fastest
way for families and authorities to receive updates, albeit with inherent delays compared
to today's standards. This era marked a significant leap in information dissemination,
setting the stage for even faster communication.
News in the Digital Age: The Titanic Today
 Live Streaming - News channels and individuals would live stream from the scene,
offering immediate visual and audio coverage.
 Instant Notifications - News alerts would pop up instantly on smartphones, tablets,
and computers around the globe.
 Social Media Virality - Platforms like Twitter, Facebook, and Instagram would be
flooded with real-time updates, eyewitness accounts, and discussions.
 Digital News Outlets - Online news websites would provide continuously updated
articles, videos, and interactive maps.

The Pre-Industrial Age: Foundations of Communication

Before the 18th century, humanity laid the groundwork for media and information. This era saw
the discovery of essential materials and the development of rudimentary tools for recording and
transmitting information.
 Fire & Tools - Early humans discovered fire, developed paper from plants, and forged
weapons and tools from stone, bronze, copper, and iron.
 Ancient Records - Examples include Acta Diurna in Rome (130 BC), Dibao in China
(2nd Century), and Codex in the Mayan region (5th Century).
 Early Writing - Cave paintings (35,000 BC), clay tablets in Mesopotamia (2400 BC),
and papyrus in Egypt (2500 BC) marked early forms of recorded information.
 Woodblock Printing - The invention of printing press using wood blocks (220 AD) in
China foreshadowed future mass production.
The Industrial Age: Mass Production and Mechanical Innovation
From the 1700s to the 1930s, the Industrial Age harnessed the power of steam and machine
tools, revolutionizing production, including that of media. This period witnessed the birth of mass
communication.
Key Developments
• Mass production printing presses (19th century) made books and newspapers widely
accessible.
• The invention of the typewriter (1800) standardized written communication.
• The London Gazette (1640) set the precedent for modern newspapers.
• Alexander Graham Bell's telephone (1876) enabled instant voice communication over
distances.
Visual & Audio Milestones
- Motion picture photography/projection (1890) introduced moving images.
- Commercial motion pictures (1913) brought cinema to the masses.
- The advent of motion pictures with sound (1926) revolutionized entertainment.
- The telegraph continued its vital role in rapid long-distance messaging.
- Punch cards laid early foundations for data processing.
The Electronic Age: Transistors and Broadcasting
The Electronic Age, spanning the 1930s to the 1980s, was defined by the invention of the
transistor. This tiny component revolutionized electronics, leading to more efficient long-distance
communication and the dawn of personal computing.
 Transistor Revolution - The transistor led to compact devices like the transistor radio,
making information more portable.
 Early Computers - Large electronic computers like EDSAC (1949) and UNIVAC 1
(1951) marked the beginning of automated data processing.
 Rise of Television - Television (1941) brought visual and audio news directly into
homes, profoundly shaping public perception.
 Mainframes & Personal Computers - Mainframe computers like IBM 704 (1960)
powered large organizations, while early personal computers like Hewlett Packard
9100A (1968) and Apple 1 (1976) began to democratize computing.
The Information Age: Digitalization and Connectivity
Beginning in the 1990s and continuing to the present, the Information Age is characterized by
the widespread adoption of the Internet. This era has propelled communication into
unprecedented speeds and fostered the creation of vast social networks, transforming how we
interact with information and each other.
Internet Foundations
• Web browsers like Mosaic (1993) and Internet Explorer (1995) made the web accessible
to the public.
• Search Engines such as Yahoo (1995) and Google (1996) became gateways to vast
amounts of information.
• The rise of blogs (Blogspot, LiveJournal, Wordpress) enabled individual publishing and
commentary.
Connectivity and Mobility
• Social networks like Friendster (2002) and Facebook (2004) revolutionized personal
connections.
• Video platforms like YouTube (2005) and video chat services like Skype (2003) brought
multimedia communication to the forefront.
• The proliferation of laptops, tablets, smartphones, and wearable technology made
computing ubiquitous and personal.
• The digitalization of voice, image, sound, and data has fundamentally reshaped
information storage and transmission.
Key Milestones in Media Evolution
The journey of media has been one of continuous innovation, driven by humanity's desire to
connect and communicate more effectively. Each age built upon the last, leading to the complex
media landscape we navigate today.
1. Pre-Industrial (Before 1700s) - Cave paintings, clay tablets, early forms of paper,
woodblock printing.
2. Industrial (1700s-1930s) - Mass production printing, newspapers, telegraph, telephone,
early motion pictures.
3. Electronic (1930s-1980s) - Transistor radio, television, early computers, mainframes,
personal computers.
4. Information (1990s-2000s) - Internet, web browsers, social networks, mobile devices,
cloud computing.
Understanding Our Connected World
 From ancient cave walls to the ubiquitous screens in our pockets, media has undergone
an incredible transformation. Understanding this evolution is crucial to appreciating the
profound impact media has on our daily lives, our societies, and our understanding of
the world.
 As media continues to evolve, embracing new technologies like augmented and virtual
reality, it will be fascinating to witness how our interaction with information and each
other will continue to be shaped. The future of media promises even greater connectivity
and immersive experiences.
Roles and Functions of Media in a Democratic Society
What is Media in a Democracy?
1. Channels of Information
- Media includes news, opinion, and entertainment channels. It serves as a vital tool for
information flow.
2. Civic Engagement
- It promotes active civic engagement. Media connects the government with its citizens.
3. Information Hub
- It acts as a primary hub for public discourse. This fosters an informed citizenry.
Core Functions of Communication and Media
1. Inform the Public
- Media provides essential facts and news. It keeps citizens up-to-date.
2. Build Active Citizens
- It empowers people to participate. This cultivates an informed, active populace.
3. Educate Citizens
- It offers insights and context. This deepens public understanding of issues.
4. Enable Dialogue
- Media facilitates open discussion. It fosters public discourse and debate.
The Media as a Watchdog
The media rigorously investigates and exposes government misconduct.
Media’s Role in Public Opinion and Discourse
1. Sets Agenda
- Media highlights important issues. It directs public attention.
2. Frames Narratives
- It shapes how stories are told. This influences public perception significantly.
3. Influences Attitudes
- Media impacts views on policies. It can shift public opinion.
Supporting Political Participation
The media provides critical information for elections and policy. It stimulates essential
discussion and civic engagement. This active involvement is consistently linked to higher voter
turnout rates. Media empowers citizens to make informed choices.
Normative Roles
1. Monitorial
- Surveillance of power.
- It alerts the public to issues.
2. Radical
- Challenges power and inequality.
- It advocates for change.
3. Facilitative
- Fosters community dialogue.
- It builds consensus.
4. Collaborative
- Works openly with government.
- It supports public initiatives.
Media and Education in Democracy
The media educates voters about civic duties and complex issues. It offers balanced opinions
and factual news reporting. This strengthens informed voting practices and fosters richer public
debate. An educated populace is key to a robust democracy.
Challenges Facing Media in Democracy
1. Bias & Misinformation
- The spread of skewed or false content. This erodes public trust.
2. Press Freedom Threats
- Restrictions on reporting. Independence is often jeopardized.
3. Commercial Pressures
- Profit motives vs. public duty. This can compromise integrity.
Conclusion: Media’s Enduring Role
The media acts as a vital safeguard for democracy through transparency. It is essential for
creating informed and engaged citizens. There is an ongoing need for independent, ethical
journalism. Its role remains indispensable.

- alyssacute mwa