The Importance and Information Literacy
Media
→ One of the means or channels of general communication, information. or entertainment in
society, as newspaper, radio or television
Literacy
→ The ability to use printed and written information to function in society. to achieve one's goals.
and to develop one's knowledge and potential
- you can read, write, and understand, but there’s a lack in some aspects.
Media and Information Literacy
- To equip citizens with the competencies and skills to engage effectively and responsibly with
media and information systems.
- This enables people to become active and critical citizens who can participate in civic
life and democracy.
The Role of Media in communication Process
Communication - is the process of understanding and sharing meaning (2000, Pearson &
Nearson)
Components of communication
1. Source 3. Chanel 5. Feedback 7. Context
2. Message 4. Receiver 6. Environment 8. Interference
Harold Lasswell's Communication Model
→ one way transmission of information that answers the question, "Who says what to whom,
through what medium, and with what effect?"
Shannon and Weaver's Communication Model
→ takes into account the concept of noise.
David Berlo's SMCR communication model
→ it has definition
Forms of communication
1 Intrapersonal communication - communication with oneself, decision - making
2. Interpersonal communication - communication with others, usually 2 person
3. Group Communication - communication that consists of 3 or more people.
4. Public communication - 1 speaker with a lot of listeners
5. Mass Communication - can be broadcasted in radio or TV, phone communication, usually the
listener is not seen by the speaker
The Role of Media and Information in Communication
1. It makes the world a smaller place.
2. It makes communication convenient.
3. It shapes public opinion.
4 Types of Media
1. Print Media 2. Broadcast Media 3. Film Media 4. New Media
Media, Information, and Technology Literacy
Media Literacy - the ability to access, analyze, evaluate, and create media in a variety of forms.
Information Literacy - the ability to recognize when information is needed and to locate,
evaluate, and effectively communicate information in its various formats.
Technology Literacy - the ability to responsibly, appropriately, and effectively use technological
tools.
MIL According to UNESCO - A set of competencies that empowers citizens to access, retrieve,
understand, evaluate, and use to create as well as share information and media content in all
formats.
Key concepts in MIL
1. All media messages are constructed
2. Audiences negotiate meaning.
3. Media messages have commercial implications.
4. Media messages have social and political complications.
5. Each medium has a unique aesthetic form.
Benefits of MIL
1. It teaches you now to verify the information and acknowledge others perspective
2. It encourages audiences to think critically
3. It promotes responsible information sharing and dissemination.
4. It helps you identify and understand the media in our culture
5. It teaches you now to think and decide objectively, factually, and responsibly.
6. It encourages you to participate in public affairs as a citizen actively.
7. It teaches you to create your own content responsibly.
8. It makes you better appreciate media products.
Impact of Media and Information literacy to society
MIL empowers people to exercise their universal rights and freedom to voice your opinion and
choices. efficient manner that can benefit everyone.
