INTODUCTION TO MEDIA AND

INFORMATION LITERACY
Chapter 1
 WHAT IS MEDIA?
Media refers to the combination of physical objects
used to communicate or mass media
communication through physical objects, such as
radio, television, computers, telephone, mobile
phone, film, etc.
 MEDIA LITERACY
Media literacy is understanding and using mass
media in either an assertive or non assertive way,
including an informed and critical understanding of
media, what techniques they employ and their
effect.
The ability to read, analyze, evaluate, and produce
communication in a variety of media forms, e.g.
television, print, radio computer and other.
 WHAT IS INFORMATION?
Information is a broad term that can cover data,
knowledge derived from study, experience, or
instruction, signals or symbols.
In the media world, information is often used to
describe knowledge of specific events or situations
that has been gathered or receive by
communication, intelligence or news.
 INFORMATION LITERACY
Information literacy refers to the abilities to recognize
when information is needed and to locate,
evaluate, effectively use, and communicate
information in its various formats.
 TECHNOLOGY
Technology is defined as the science in industry,
engineering etc., to invent useful things or to solve
problems. Through the years, it has galloped over
different phases (For example, from traditional
telephones to smartphones, from paper books to
electronic books).
 TECHNOLOGY LITERACY
Technology literacy is the responsible means of using
various technological tools in order to meet ones
goal in acquiring and giving the right information.
 MEDIA AND INFORMATION LITERACY
Plays and important role in communication and
information dissemination. Media and Information
will enable us to access, understand and create
communications in a variety of contexts in the form
of accessing, understanding, and creating media
and information.
 Accessing Media and Information the use,
navigate, manage, store and retrieve content in
print, radio and online.
Understanding Media and Information viewers
ability to read, deconstruct and evaluate media
contexts and motivations. A critique view on quality
of material being broadcast and shared.
Producing Media and Information viewers or
netizens ability to produce, distribute and publish
ideas and information via mainstream media or
social media.
 MEDIA & INFORMATION PLAY
SEVERAL ROLES. THEY:
act as channels of information and knowledge
through which citizens communicate with each
other and make informed decisions,
facilitate informed debates between diverse social
actors.
provide us with much of what we learn about the
world beyond our immediate experience.
 are means by which a society learns about itself and
builds a sense of community.
function as a watchdog of government in all its
forms, promoting transparency in public life and
public scrutiny of those with power through exposing
corruption, misadministration and corporate
mistakes.
Are essential facilitators of democratic processes
and one of the guarantors of free and fair elections.
 BASIC CONCEPTS
1. Media construct our culture. Our society and
culture even our perception of reality is shaped
by the information and images we receive via the
media.
2. Media messages affect our thoughts, attitudes and
action. All of us are affected are affected by
advertising, news, movies, pop music, video games
and other forms of media.
3. Media use the language of persuasion. All media
messages try to persuade to persuade us to believe
or to do something. News, documentary films, and
nonfiction books all claim to be telling the truth.
4. Media construct fantasy worlds. Movies, TV shows
and music videos sometimes inspire people to do
things that are unwise, anti-social or even dangerous.
5. No one tells the whole story. Every media maker
has a point of view. Every good story highlights some
information and leaves out the rest.
6. Media messages context texts and subtexts.
The text is the actual words, pictures and/or sounds in
a media message. The subtext is the hidden and
underlying meaning of the message.
7. Media messages reflect the values and viewpoints
of media maker. Our values and viewpoints influence
our choice of words, sounds and images we use to
communicate through media.
8. Individuals construct their own meanings from
media. Although media makers attempt to convey
specific messages, people receive and interpret them
differently, based on their own prior knowledge and
experience, their values and their beliefs.
9. Media messages can be decoded. By
deconstructing media, we can figure out who
created the message, and why. We can identify the
techniques of persuasion being used and recognize
how media makers are trying to influence us. We
notice what parts of the story are not being told, and
how we can become better informed.
10. Media literate youth and adults are active
consumers of media. Media literacy helps people
consume media with a critical eye, evaluating
sources, intended purposes, persuasion techniques
and deeper meanings.
ARTICLE 19 OF THE UNIVERSAL DECLARATION OF
HUMAN RIGHTS states that , Everyone has the right to
freedom of opinion and expression; this right includes
freedom to hold opinions without interference and to
seek, receive and impart information and ideas
through any media and regardless of frontiers (United
Nations, 1948). MIL equips citizens with the necessary
competencies to seek and enjoy the full benefits of
this fundamental human right.
 GROUP ACTIVITY
MEDIA | TECHNOLOGY INFORMATION LITERACY
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