MIL Q1 Lesson 1- Introduction to MIL.pptx

Southr idge VIDE Media & O Informati on MIL Literacy  Learning At the end of the lesson, the learners are expected to:...

Southr idge VIDE Media & O Informati on MIL Literacy  Learning At the end of the lesson, the learners are expected to: Competencies 1. Define communication and media; 2. Identify and explain the two basic types OBJECTIVES of communication; 1. Describe how communication is influenced 3. Discuss the elements of communication by media and information. and communication model; 2. Identify the similarities and differences 4. Describes how communication is affected between and among media literacy. by media and information; 3. Information literacy and technology literacy 5. Identifies the similarities and differences of media literacy, information literacy, and technology literacy; and 6. Demonstrate a responsible for media and information. 2  Southr MI idge VIDE INTRODUCTI O ON to L MODUL E LESSO N (MIL11/12IMIL-IIIa-1to 12ILIL-IIIa-3) 2  Southr idge VIDE O INTRODUC TION to MIL 2  Media and Information Literacy Differences in perspectives might affect how people look at a particular William James Potter (2004), a message. These perspectives according Canadian communication educator, to Potter are built from knowledge WHAT TO KNOW defines media literacy as a set of structures (or sets of organized perspectives that people use actively to information in your memory). To build expose themselves to mass media and your knowledge structures, you need interpret the meaning of the messages tools (skills), raw materials (information they encounter. Perspectives Potter’s from the media and the real world), and definition relates to people’s willingness (personal focus) to gain positions. For example, in a classroom knowledge setting, when you are seated at the center of the room near the platform, On the other hand, the New Mexico- chances are you can easily recognize based Media Literacy Project (MLP) the writings on the board. But if you are defines media literacy as “the ability to seated at the corner, or the back, or access, analyze, evaluate, and create beside the window in board daylight, media. From this, it can be concluded you might have a hard time reading the that media literacy aims to build active, writings legible for the people at the 5 rather than passive, consumers of  Media and Information WHAT’S IN Literacy According to the United Nations Education, Media literacy defines a set of perspectives Scientific and Cultural Organization (UNESCO), that people use actively to expose themselves to media and information literacy (MIL) recognize mass media and interpret the meaning of the the primary role of information and media in messages they encounter (William James people’s everyday lives. The term is a product of Potter, 2004). two previously separate fields – media and Media literacy is defined as “the ability to information. access, analyze, evaluate, and create media”. Media, as defined by UNESCO, refers to a From this, it can be concluded that media source of credible and current information literacy aims to build active, rather than passive, created through an editorial process determined consumers of media. by journalistic values, whereby editorial Information literacy is a set of abilities that accountability can be attributed to a specific require individuals to recognize when organization or a legal person. Media are the information is needed and to locate, evaluate, vehicle that carries messages from one person and use it effectively (The Association of to another, or from one person to a group of College and Research Libraries, 2000). large people. They serve as a channel which people use to send or receive information. 6  Media and Information WHAT’S IN Literacy Technology literacy is the ability to responsibly use appropriate technology to communicate, The United Nations Educational, Scientific, solve problems, access, manage, integrate, and Cultural Organization (UNESCO) defines it evaluate, design, and create information to as the "set of competencies to search, critically improve learning in all subject areas, and evaluate, use and contribute information and acquire lifelong knowledge and skills in the 21st media content wisely; knowledge of one’s rights century. online; understanding how to combat online hate speech and cyberbullying; understanding of the From these bases, media and information ethical issues surrounding the access and use literacy therefore are the ability to access, of information; and engage with media and ICTs analyze, evaluate, and create information from to promote equality, free expression, media and other information sources. intercultural/interreligious dialogue, peace, etc." Media and Information Literacy (MIL) is a (UNESCO, 2016). “combination of knowledge, attitudes, skills, and practices required to access, analyze, evaluate, use, produce, and communicate information and knowledge in creative, legal and ethical ways that respect human rights” (Moscow Declaration on Media and Information Literacy, 2012). 7 WHAT’S NEW Nielsen’s South Asia Cross- Platform Report In our everyday routine, communication is very important. Communication brings people together, closer to each other. Communication is an important management function closely associated with all other managerial functions. It bridges the gap between individuals and groups through the flow of information and understanding shows that the proliferation of smartphones and between them. other mobile devices is driving the rise in internet usage. 8 8 in 10 Filipinos consume media content through multiple screens Manila, Philippines – Not one, not two, but 3 screens – that is how 8 of 10 Filipinos consume media content these days, “Media owners and brands must continue to according to a report released Monday, innovate to be able to capitalize on December 15, by Nielsen, a global information multiscreening behavior and deliver and insights company. enhanced audience engagement with programs and advertising.” Jamieson said. According to the Nielsen Cross-Platform Report, multi-screening is now a prevalent behavior among digital users, thus the shift in the consumption of media. 9 The Choice to control Despite the Internet’s accessibility via mobile Radio listening also shows an upsurge from devices, newspaper readership remains 53% yesterday listeners to 62% in the past stable over the past years and a steady year. TV viewership also slightly exhibits an quarter on quarter. Around 14% of people in increase from 93% to 95% over the past National Urban Philippines are yesterday year. But about 7 in 10 digital consumers in readers, according to Nielsen’s Consumer the Philippines report watching TV content and Media View Study. and movies via online sources such as video on demand – the second-highest penetration of Internet TV in the region after Thailand. 10 11 12 Communication Communication plays a pivotal role in human development. Humans have always communicated with one another even before traditional media were developed and made communication easier and faster. The earliest known symbols, which are thought to be used in communicating, are in the form of paintings on cave walls from about 30 000 BCE (Potter, 2010). Written records showed human language has been in existence around 5000 years ago. The human race used writing to record their thoughts on a surface, such as clay, parchment, and stones. These records were preserved and enabled other generations of the human species to read them. People continued to search for innovations to make their lives easier, different technologies were developed including those used in communication, such as the media. 13 MEDIA MESSAGE CHANNEL RECEIVER EFFECT SENDER ( MEDIUM ) The word media was derived from the Latin word medius, which means “middle.” It ENCODE DECODE is the plural of medium, which refers to the Figure 1.1 The SMCR – E Model (Rogers and Shoemaker, 1971) tool people use to mediate or facilitates the transfer of communication between a sender Media are commonly associated with and a receiver. television, radio, newspaper, and the internet. A sender, in the communication process, However, other platforms people use to is the source of the message who may use a communicate such as phones, letters, books, channel (medium) to send the message to a and other also represent media. receiver or an audience. These receivers actively perform the role of interpreting the messages they receive (Croteau and Hoynes, What many people perceive “media“ (i.e. television, radio, and newspaper) as mass media, a type of 2003). media used to reach a large audience 14 15 16 17 18 19 20 21 22 23 24 25 26 Demand for Online video content 26 Demand for online video content Six in 10 or 62% have purchased as a result of seeing an online video ad from laptop or desktop versus 49% of Filipino digital consumers who Common pastime – that is how viewing bought a product after seeing an ad through a online video content became ingrained among mobile device. digital consumers in the Philippines, with the majority watching online videos at least weekly. A sample of 1,000 frequent online users (used internet in the past month) aged 16 years and above Viewing in the Philippines is the second- was captured for the Nielsen South Asia Cross- highest in the region at 85% following Vietnam Platform Report series using an online survey at 91%. Laptops or personal computers are the methodology. The results and analysis do not cover most popular device used to view the video on the behavior or profile or consumers who do not use demand (89%); followed by TV screen (40%); the internet. and mobile phone (39%). Responses were collected during April and May 2014, while trending analysis compares2014 with As such, online video advertising is proving 2011. to be an effective means of stimulating product search and purchase 89% of Filipino digital The Nielsen Consumer and Media View, meanwhile, is the “first and only comprehensive consumers search for an item seen within survey” in the Philippines (and also done in the online video advertising from a laptop or Asia-Pacific) on media exposure, product usage, desktop. Versus 67% who do so after seeing an and lifestyle of consumers in Metro Manila and 56 ad on a mobile device. key cities and municipalities balance the urban Philippines. 28  Your ACTIV ITY 28 What I Have Learned Every society in the world is saturated with information, mostly coming from media sources such as television, radio, newspaper, and the internet. With the onset of the digital age, the public has gained access to more information and easier methods of communication. Media and Information Literacy aims to help you demonstrate a better understanding of related concepts. You will focus on how media and information content are analyzed and evaluated, the legal and ethical issues concerning media and information usage, and other relevant aspects that contribute to the development of media and information literate individuals in our society. 30  On a sheet of paper, kindly explain your answer briefly. 1. Based on the data in figure 1.2, which form of mass media do Filipinos use more often? Why do you think Filipinos prefer to use this medium? 2. Which gender is more exposed to mass media? What do you think is the reason behind it? 3. What are the relationship between media and information literacy and the exposure of Filipinos to mass media? This figure shows the percentage of Filipinos aged 10 to 64 exposed to mass media Source: Philippine Media Factbook (2008) 31  A Create a simple Vblog that e g can you introduce your self n r t: e with a maximum length of 1 minute only and post it on the wall of our MIL FB Page portal. e m 31 Somethi ng to Think about 32