Media Literacy Module 1

Communication and Media Landscape

• Communication entails transmitting messages from a source to a receiver, expecting feedback through a channel.
• The medium is crucial in this process, acting as the conduit for message transfer.
• Media encompasses various platforms such as newspapers, radio, and television for mass information distribution.
• Marshall McLuhan's famous phrase: “the medium is the message” illustrates the interdependence of media and content.

Evolution of Communication Ages

• Tribal Age: Characterized by face-to-face interactions where auditory communication was dominant.
• Literate Age: Marked by the phonetic alphabet, emphasizing the written word and visual comprehension.
• Print Age: Emerged with the invention of the printing press by Johannes Gutenberg, heightening the role of sight through widespread printed material.
• Electronic Age: Initiated with the telegraph, leading to traditional media forms like radio and television.
• Digital Age: Features specialized electronic tribes interacting within a vast interconnected digital space, encompassing websites, blogs, and social media.

Media Production, Consumption, and Representation

• Production: Involves the creation of content through writing, filming, and recording, spanning from script development to final editing.
• Consumption: Describes how audiences engage with media through various platforms, influencing public perception and interpretation.
• Representation: Examines how different identities and issues are portrayed in media, emphasizing the need for diversity and accurate representation.

Media Literacy

• Defined as the ability to access, analyze, evaluate, and create messages across various contexts.
• Competencies of Media Literacy:
  • Effective use of media technologies for access, storage, and sharing of content.
  • Making informed choices regarding diverse media forms.
  • Understanding media content production motives and processes.
  • Critical analysis of media techniques and messages.
  • Creative use of media for expressing ideas and opinions.
  • Identifying and challenging unsolicited or harmful media content.
  • Utilizing media to exercise democratic rights and civic duties.

Framing

• Refers to how media emphasizes specific events by what is presented within the broadcast frame, highlighting selective attention.

Explore the evolution of communication and media in Module 1 of Media Literacy. Learn how different mediums such as newspapers, radio, and TV have shaped the landscape of information dissemination. This module examines the process of communication and the role of feedback in effective message transfer.