MEDIA AND INFORMATION LITERACY NOTES

MODULE 1: INTRODUCTION TO MEDIA AND INFORMATION LITERACY

What is Communication?

COMMUNICATION:

• Communication is from the Latin term communicare, which means to

share. It was also thought to originate from another Latin word,
communis, which roughly means working together.
• Merriam Webster defines communication as the act or process of using
words, sounds, signs or behaviours to express or exchange information
or to express your ideas, thoughts, feelings, etc., to someone else
• Cambridge Dictionary defines communication as the exchange of
information and the expression of feeling that can result in
understanding.
• Littlejohn and Foss (2008) defines communication as one of those
everyday activities that is intertwined with all of human life so
completely that we sometimes overlook its pervasiveness, importance
and complexity. They suggest that communicating feels so natural to
people that oftentimes the act itself is taken for granted.
• As Bulan and de Leon (2002) explains that without oral
communication, societies could not attain levels of civilization;
communities could not organize into living and working groups, mark
and ritualize practices and traditions, debate and decide difficult issues
and transform society for its good.

TYPES OF COMMUNICATION

1. Verbal Communication

The communication happens through verbally, vocally or through written

words which express or convey the message to others.

Example: A crying (vocally) baby is considered as verbal communication

because it expresses the hunger or pain of the baby.
2. Non-Verbal Communication:

Any communication without word of mouth, spoken words, conversation and

written languages are called Non-Verbal Communication. It happens through
signs, symbols, colors, gestures, body language or any facial expressions.
Traffic signals are one of the best examples for non-verbal communication.

Forms of Communication

1. Intrapersonal communication is a communication with oneself and

occurs only inside our heads.

Example: Daydreaming, You talking to yourself

1. Interpersonal communication is a communication between people

whose lives mutually influence one another and typically occurs in
dyads, which means in pairs.

Example: A teacher and student talking.

1. Group communication occurs when three or more people

communicate to achieve a shared goal.

Example: A small group discusses their project in their major subject.

1. Public communication is sender focused and typically occurs when

one person conveys information to an audience.

Example: The Mayor talking to his constituents.

1. Mass communication occurs when messages are sent to large

audiences using print or electronic media.

Example: SONA is broadcasted in the television, radio and the internet.

Communication Models

Process of Communication

1. Laswell’s Communication Model (1948)

Harold Dwight Lasswell is an American political scientist who stated

that a convenient way to describe an act of communication is to answer the
following questions: Who, Says What, In Which Channel, To Whom and With
what effect? The model is relatively straightforward and tells you that
communication originates from someone and their message flows through a
channel.

What is medium?

Media are the ways to communicate information. It is a communication

channel through which news, entertainment, education, data or promotional
messages are disseminated. Media includes every broadcasting and
narrowcasting medium such as newspapers, magazines, TV, radio,
billboards, direct mail, telephone, fax, and internet.

EXAMPLE:

CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power

station resulted in about 100 times the permitted level of radioactive
material flowing into the sea, operator Tokyo Electric Power Co said on
Saturday.

• Who – TEPC Operator

• What – Radioactive material flowing into sea
• Channel – CNN NEWS (Television medium)
 • Whom – Public
• Effect – Alert the people of Japan from the radiation.

Advantages of Lasswell Model:

a. It is easy and simple

b. It suits for almost all types of communication
c. The concept of effect is present.

Disadvantages of Lasswell Model:

a. Feedback not mentioned

b. Noise not mentioned

2. Shannon-Weaver’s Communication Model (1948)

Claude Elwood Shannon was an American mathematician, Electronic

engineer and Warren Weaver was an American scientist both of them join
together to write an article in “Bell System Technical Journal” called “A
Mathematical Theory of Communication” and also called as “Shannon-
Weaver model of communication”. This model find factors affecting the
communication process called “Noise”.
EXAMPLE:

Thomson made a call to his assistant “come here I want to see you”.
During his call, noise appeared (transmission error) and his assistant
received “I want” only. Again, the assistant asked Thomson (feedback)
“what do you want Thomson”.

Sender: Thomson

Encoder: Telephone (Thomson)

Channel: Cable

Noise: Distraction in voice Reception:

Telephone (Assistant)

Receiver: Assistant.

Sender: The originator of message or the information source

Encoder: The transmitter which converts the message into signals

Note: The sender’s messages converted into signals like waves or binary
data which is compactable to transmit the messages through cables or
satellites. For example: In telephone the voice is converted into wave
signals and it transmits through cables

Decoder: The reception place of the signal which converts signals into
message. A reverse process of encode

Note: The receiver converts those binary data or waves into message which
is comfortable and understandable for receiver. Otherwise, receiver can’t
receive the exact message and it will affect the effective communication
between sender and receiver

Receiver: The destination of the message from sender

Note: Based on the decoded message, the receiver gives their feedback to
sender. If the message is distracted by noise, it will affect the
communication flow between the sender and the receiver
Noise: The messages are transferred from an encoder to the decoder
through a channel. During this process, the messages may be distracted or
affected by physical noise like horn sounds, thunder and crowd noise.
Encoded signals may be affected in the channel during the transmission
process which can affect the communication flow or the receiver may not
receive the correct message.

3. Osgood- Schramm Model Of Communication (1954)

Charles Egerton Osgood and Wilbur Schramm developed this model of

communication. In this model, it is believed that communication is a two-
way process where both sender and receiver take turns to send and receive
a message. It is a circular model.

Osgood- Schramm Model of Communication is not a traditional model.

It can happen between two people; each person acts as both sender and
receiver and hence uses interpretation. It is simultaneously taking place
e.g., encoding, interpret and decoding. The message is only sent after
encoding so the sender is also called Encoder and the encoded message is
decoded under receipt by the receiver, making him the Decoder.
Advantages of Osgood- Schramm Model of Communication:

a. Dynamic model - Shows how a situation can change

b. It shows why redundancy is an essential part
c. There is no separate sender and receiver, sender and receiver is
the same person
d. Assume communication to be circular in nature
e. Feedback – central feature.

4. Westley and MacLean’s Model of Communication (1957)

Malcolm S. MacLean Jr. and Bruce Westley developed this model of

communication. This model can be seen into two contexts, interpersonal
and mass communication wherein the point of difference between
interpersonal and mass communication is the feedback. In interpersonal, the
feedback is direct and fast. In the mass, the feedback is indirect and slow.

Westley and Maclean realized that communication does not begin

when one person starts to talk, but rather when a person responds
selectively to his/her physical surroundings. This model considers a strong
relation between responds from surroundings and the process of
communication. Communication begins only when a person receives
message from surroundings. Each receiver responds to the message they
received based on their object of orientation.
Example:

• One night, an individual suddenly experiences the shaking and

trembling of the earth’s crust which indicates that an earthquake is
happening. He immediately wakes up and conveys to his family
members that they need to vacate the house.
• Jackson had important meetings lined up during the day. The moment
that he was about to step out of the house, he was greeted by a heavy
downpour. He had no other options but to cancel all of his
appointments despite of its urgency and stay indoors.

5. Berlo’s SMCR Model of Communication

In 1960, David Berlo expanded the Shannon and Weaver's linear model of
communication and created the Sender-Message-Channel-Receiver Model of
Communication. Berlo's SMCR Model of Communication describes the
different components that form the basic process of communication.

• Communication skills – It includes reading, listening and speaking.

• Attitude - One’s attitude in relationship to the audience, receiver and
subject changes the meaning and consequence of the message.
• Knowledge - Familiarity with the subject of the message makes
communication more effective.
• Social systems - Values, beliefs, religion and rules influence the way
in which the sender communicates the message, alongside location
and circumstances.
• Culture - Cultural differences may result in the message being
interpreted differently.
Message

• Content - The content of the message from beginning to end.

• Elements – These are nonverbal aspects, such as gestures and signs,
that may influence the message.
• Treatment - Treatment refers to the way in which the message is
sent, the message’s packaging.
• Structure - As the word suggests, the structure of the message refers
to the way in which it is structured.
• Code - The code of the message is the form in which the message is
sent. This may include text, language, video, gestures, music, etc.

Channel

• Hearing

• Touching

• Smelling

• Tasting

• Seeing
Media, Information and Digital Literacy

What is evident among all the models discussed is that there are many
ways of defining what is communication is or how it works. But you have
probably observed two distinct elements that are intrinsically interconnected
with the concept of communication – media and information. They are so
intertwined that information is one of the reasons why communication is
done in the first place and this information can be shared through media.

Media is indeed everywhere and it’s not going away anytime soon.

You see, media and information greatly affects communication in many

ways. For we want to make things easier and less of a hassle, we innovate
communication which helps us for a better cause.

The media makes communicating a lot easier than before. Internet is

present today which enables chatting with friends and families through
phone screens and tablets. It greatly affects the distribution of information
too as it widens the range in just a short time. There are also TV networks,
radios and print that communicates with a large amount of people.

On the other hand, information is the supply of communication. It

makes the talking and sharing of opinion with others much more meaningful
and with sense. Information is what we talk about, even the mere thing of
informing your parents that you will come home late via phone call or chat is
already giving out information.

Media

Our exposure to media is almost non-stop.

These are various channels of communication between a person and

their intended audiences. It shapes our perception of what is real.

According to The Penguin Dictionary of Media Studies (2007), media is

the means of distributing texts and messages to a large mass of people.
 David Buckingham (2003) defines media as something we use when
we want to communicate with people indirectly rather than in person or by
face to face.

The Oxford Learner’s Dictionaries defines media as the main way where
large numbers of people receive information and entertainment in television,
radio, newspaper and the internet.

Media Literacy - The ability to read, analyze, evaluate and produce

communication in a variety of media forms.

Being a media literate individual, it means that you are able to decode
or give meaning and interpretation to the media content. You have to
understand the message of the content.

Being a media literate individual, it means that you are able to verify,
check and assess the information available on media.

Being a media literate individual, it means that you know how to

analyze the information source and the channel that was used.

Being a media literate individual, you are not just a wise consumer of
media but also a producer.

Information Literacy - The ability to recognize when information is needed

and to locate, evaluate, effectively use and communicate information in its
various formats.

As an information literate individual, you have the ability to articulate

one's information need, identify, locate and access appropriate sources of
information to meet the information need. More so, being information
literate is having the ability to effectively use information resources, critically
and ethically apply the information and the ability to determine if the need
has been adequately met.

Technology (Digital) Literacy - The ability to use digital technology,

communication tools or networks to locate, evaluate, use, and create
information.
 As a technology literate individual, you are able to safely, responsibly,
creatively, and effectively use appropriate technology to communicate;
access, collect, manage, integrate, and evaluate information; to predict
future needs, solve problems and innovatively create solutions; to build and
share knowledge; to improve and enhance learning in all subject areas and
experiences; apply technology and critical thinking to real-world
experiences; develop the knowledge and skills to adapt to changing
technologies; and use technology to meet personal needs, interests, and
learning styles.

Empowerment of people through Media and Information Literacy (MIL)

is an important prerequisite for fostering equitable access to information and
knowledge and promoting free, independent and pluralistic media and
information systems.

Media and Information Literacy recognizes the primary role of

information and media in our everyday lives. It lies at the core of freedom of
expression and information - since it empowers citizens to understand the
functions of media and other information providers, to critically evaluate
their content, and to make informed decisions as users and producer of
information and media content.

Information Literacy and Media Literacy are traditionally seen as

separate and distinct fields. UNESCO’s strategy brings together these two
fields as a combined set of competencies (knowledge, skills and attitude)
necessary for life and work today. MIL considers all forms of media and
other information providers such as libraries, archive, museums and Internet
irrespective of technologies used.
PREFERENCE

• The selecting of someone or something over another or others.

HABIT

• A recurrent, often unconscious pattern of behavior that is acquired

through frequent repetition.

LIFESTYLE

• A way of life or living of a person or group.

MEDIA AND INFORMATION LITERATE INDIVIDUAL

According to: Nordic Information Center for Media and Communication

Research, Media and information literacy (MIL) is considered as a crucial
competence in today’s society. MIL equips citizens with the competencies
they need to fully benefit from media and information channels and to enjoy
fundamental human rights.

• A media and information literate individual behaves properly on the

internet.
• A media and information literate individual raises the right questions
about what you are watching, reading, or listening to.
• A media and information literate individual enables people to interpret
and make informed judgments as users of information and media
• A media and information literate individual are skillful creators and
producers of information and media messages in their own right.
• A media and information literate individual knows how to protect
himself/herself and others on the internet.

Being literate about media and information will give us an advantage in

our modern world especially in terms of giving and gathering information. As
it empowers us, it will allow us to be informed and productive citizens of this
country.

IMPORTANCE OF MEDIA LITERACY:

• Learn to think critically. As kids evaluate media, they decide whether

the messages make sense, why certain information was included, what
wasn't included, and what the key ideas are. They learn to use
examples to support their opinions. Then they can make up their own
minds about the information based on knowledge they already have.
 • Become a smart consumer of products and information. Media literacy
helps kids learn how to determine whether something is credible. It
also helps them determine the "persuasive intent" of advertising and
resist the techniques marketers use to sell products.
• Recognize point of view. Every creator has a perspective. Identifying
an author's point of view helps kids appreciate different perspectives.
It also helps put information in the context of what they already know
-- or think they know.
• Identify the role of media in our culture. From celebrity gossip to
magazine covers to memes, media is telling us something, shaping our
understanding of the world, and even compelling us to act or think in
certain ways.

Video Supplements

1. www.youtube.com/watch?v=bBP_kswrtrw
2. www.youtube.com/watch?v=b-Y6LRIppU4
3. www.youtube.com/watch?v=hqezbib5qpQ
4. www.youtube.com/watch?v=wyjd73tUXig
5. www.youtube.com/watch?v=qKxJA7bE-xw MODULE 2: EVOLUTION
OF MEDIA

McLuhan Mantra

Marshall McLuhan is the proponent of the media theory on technological

determinism. He believed that society is driven by changes in technology,
thus, changing cultural, political and even historical aspects of the society.

Technological determinism tries to understand how technology had an

impact on human action and thought.

Hot media refers to forms requiring little involvement from the audience.
Examples are film and television. They cannot be touched and thus the
experience is relatively passive and static.

Cold Media are those with high level user interactivity, where the
experience is more dynamic and the audience Is more involved. Examples
are online media platforms.

Three Most Significant Inventions in Communication (McLuhan,

1962)

Each of them is linked from one period to another. The most recent forms of
media carry the features of the old media.
 1. Phonetic Alphabet
2. Printing Press
3. Telegram

Four Main Periods in the History of Communication

1. Tribal Age – hearing was predominant and most valuable sense of

reception.
2. Literacy Age – sense of sight was dominant. It is highly visual because
of the invention of the alphabet, allowing humans to learn to read.
3. Print Age – Printing press was invented in this time which meant
massproducing written texts. Having more copies gave humans the
liberty to read them at their pace and to share them to others. Due to
the growing number of produced and reproduced materials, the
building of libraries was established.
4. Electronic Age – McLuhan’s idea of the global village, a community
where everyone in the world is interconnected through media was
evident here. In this period, the telegraph was invented which paved
way to the invention of more recent technologies. This is the age of
sound and tactile sense of reception.

• Way back in 1973 the Queen of England sent one of the first ever
emails via ARPANET, and in 1976 students of Imperial College London
were some of the first people to test the internet out.
• The first one to send an email was Ray Tomlinson in the year 1971,
bearing the word QWERTYUIOP

Two Period’s Not Covered in McLuhan’s Periodization

• INFORMATION AGE – world entered into a new era of media

experience in the 21st century. It is also known as digital or new
media age wherein everything relied heavily in the use of computers to
run major industries. This era brought about a time period in which
people could access information and knowledge easily.
• INFRASTRUCTURE AGE – digital and internet become pervasive.
Examples are railway systems controlled digitally, online purchases
and internet banking.

WHAT IS NEW IN NEW MEDIA?

• Interpersonal Communication Media – content is private and the

relationship may be more important than the information conveyed.
• Interactive Play Media – video and computer based-games plus virtual
reality devices.
 • Information Search Media – A consumer seeks for internal or external
information. Examples are internet – wherein vast of information can
be accessed real time despite geographical locations, personal
computers, smartphones, tablets, compact disc, flash drive.
• Collective Participatory Media – the use of Internet in sharing and
exchanging information, ideas and experiences and developing active
personal relationship.

Media and Government: a love-hate relationship

The relationship of media and government is oftentimes adversarial.

This is sometimes normal since media is regarded as the watchdog of the
society. To fully understand the nature of media in the Philippines,
familiarize yourself first on the normative views on media.

Normative Theories of the Press

AUTHORITARIAN

• Authoritarian theory describe that all forms of communications are

under the control of the governing elite or authorities or influential
bureaucrats.
• Authoritarians are necessary to control the media to protect and
prevent the people from the national threats through any form
communication (information or news). The press is an instrument to
enhance the ruler’s power in the country rather than any threats.
 • The authorities have all rights to permit any media and control it by
providing license to the media and make certain censorship. The
government has all right to restrict any sensitive issues from press to
maintain peace and security in the nation
• In some other cases, the censorship helps to protect the rulers and
authorities from sensitive issues. There are different types of censors
like political censor, Moral censor, Religious censor, Military censor and
Corporate censor.

SOVIET MEDIA

• The government undertakes or controls the total media and

communication to serve working classes and their interest.
• Theory says the state have absolute power to control any media for
the benefits of people.
• They put end to the private ownership of the press and other media.
The government media provide positive thoughts to create a strong
socialized society as well as providing information, education,
entertainment, motivation and mobilization.
• The theory describes the whole purpose of the mass media is to
educate the greater masses of working class or workers.
• The public is encouraged to give feedback which would able to create
interests towards the media.

LIBERTARIAN

• Libertarianism means information is knowledge and knowledge is

power
• Libertarianism is free from any authority or any control or censorship
and is an idea of individualism and limited government which is not
harmful to another.
• The people are more than enough to find and judge good ideas from
bad.
• The press should not restrict anything, even a negative content may
give knowledge and can help make better decision during worst
situations.

SOCIAL RESPONSIBILITY

• Social responsibility should be reached by self-control, not government

intervention.
 • View media ownership as a form of public trust or stewardship rather
than as an unlimited private franchise.
• Media has obligations to society and media ownership is a public trust.
• Media should follow agreed codes of ethics and professional conduct.
• The government must not merely allow freedom; it must actively
promote it when necessary; therefore, the government should act to
protect the freedom of its citizens.
• Under some circumstances, the government may need to intervene to
safeguard public interest.

Lasswell and Wright’s Functions of Mass Communication

1. Surveillance of the Environment: An important function of the media is

to keep up a surveillance of all the happenings in the world and
provide information to the human society. The media has the
responsibility of providing news and cover a wide variety of issues that
is of some service to the society. Media help maintain social order by
providing instructions on what has to be done in times of crisis,
thereby reducing confusion among the masses.
• Example: In times of natural disasters, war, health scares, etc., it is
the role of the media to create awareness by providing information
on what is happening and of ways in which the disaster can be
faced.
2. Correlation of parts of Society: This function relates to how the media’s
selection of certain news and its interpretation affects how society
understands and responds to it. People’s attitudes towards political
 issues, events, public policy, etc. are influenced to an extent by how
the media frames and presents the issue in their discussions and
presentations.

• Example: The media’s reporting on the war in Vietnam played a role

in changing the mindsets of Americans who started opposing
sending soldiers to fight a losing war. Hitler used the media in his
propaganda war against the Jews.
3. Cultural Transmission: This refers to the ability of the media to teach
the various norms, rules and values that exist in a society and ensure
its transfer from one generation to the next. Television programs by
and large reflects the society in which they are broadcast and promote
the understanding of a society’s cultural heritage. Children’s television
programs are designed to showcase good behaviors and moral
standards which children can learn by watching.
• Example: Shows like Hiraya Manawari, Math Tinik, Wansapanatym,
May Bukas Pa promoted family values.
4. Entertainment: This popular function of the mass media refers to the
ability of the media to help relax people and create a means of escape
from the stress of everyday life. The entertainment function of mass
media has both positive and negative effects. The low quality of
content is often criticized but the other benefits like helping people
experience new events, stimulating emotions and helping people pass
their leisure time show how important this function is.
• Example: Television offers opportunities for people to view events
that they would otherwise not be able to participate in like the
Oscars, Independence Day Rallies, the Olympics, etc.

FUNCTIONS OF COMMUNICATION AND MEDIA (McNair)

1. INFORM CITIZENS OF WHAT IS HAPPENING (Monitoring Function)

Example: Weather Forecast, General News, Oil Price Hike
2. EDUCATE THE AUDIENCE (Meaning and Significance of Facts)

Example: Get to know COVID-19, Revised Penal Code of the

Philippines

3. PROVIDE A PLATFORM FOR PUBLIC DISCOURSE(Public Opinion and

Expressing of Dissent)

• PUBLIC OPINION- views prevalent among the general public

 •DISSENT- strong difference of opinion; disagreement esp. about
official decisions
4. “WATCHDOG” ROLE OF JOURNALISM
5. A watchdog is a person or organization that makes sure that
companies, governments, etc., are not doing anything illegal or wrong
6. CHANNEL FOR ADVOCACY FOR POLITICAL VIEWPOINTS

Advocacy - an activity by an individual or group that aims to influence

decisions within political, economic and social institutions.

MEDIA KILLINGS IN THE PHILIPPINES

1. UNESCO observatory of killed journalists - Philippines

https://en.unesco.org/themes/safety journalists/observatory/country/
223790
2. PH now the 7th worst country in solving media killings — report
https://www.cnnphilippines.com/news/2020/10/29/Philippines-
7thworst-country-media-killings-global-impunity-index-CPJ.html
3. 19 journos killed in 4 years of Duterte admin – watchdog
https://news.abs-cbn.com/spotlight/11/23/20/19-journos-killed-in-
4years-of-duterte-admin-watchdog

TYPES OF MEDIA.

The significance of mass media for human life cannot be

overestimated. This is true because beyond the physical requirements of
food and shelter everyone needs communication, entertainment and
information. And it’s mainly mass media that can satisfy all these
requirements at the same time.

PRINT MEDIA

• The oldest media forms are newspapers, magazines, journals,

newsletters, and other printed materials. These publications are
collectively known as the print media. Although print media readership
has declined in the last few decades, there are still some Filipinos who
read newspapers every day or a newsmagazine on a regular basis still
considers it as influential. Regular readers of print media tend to be
more likely to be politically active.
 • The print media is responsible for more reporting than other news
sources. Many news reports on television, for example, are merely
follow-up stories about news that first appeared in newspapers.
• It was Johannes Gutenberg in 1440 who invented the printing press. It
is considered at the most significant event in printing.
• Baran (2010) considers books as very personal because they contain
records of past experiences and human knowledge that are passed n
to later generations. It also provides opportunity for escape and
personal reflection. Digitally, they are called ebooks.
• Books are very specialized while magazines and newspapers are
advertising based because a larger bulk of their earnings are from
advertising products rather than selling the material.

The Newspaper of Record

• Because of its history of excellence and influence, the New York Times is
sometimes called the newspaper of record: If a story is not in the
Times, it is not important. In 2003, however, the newspaper suffered a
major blow to its credibility when Times journalist Jayson Blair
admitted that he had fabricated some of his stories. The Times has
since made extensive efforts to prevent any similar scandals, but some
readers have lost trust in the paper.

The Philippines today is not a nation of newspaper readers.

• Barely one out of 10 Filipinos reads a newspaper every day, according

to the 2013 Functional Literacy, Education and Mass Media Survey
(FLEMMS) of the Philippine Statistics Authority. Magazines are slightly
more popular, with 30.7 percent reading them at least once a week.
• Newspapers in the Philippines come in two forms: small-sized and
cheaper tabloids are more often in Pilipino and carry more crime news
and entertainment stories. Broadsheets, on the other hand, are huge
and cost twice the tabloid. All broadsheets are in English, with several
offering business and lifestyle sections in addition to news, features
and sports. Several broadsheets have tabloid counterparts, such as the
Philippine Daily Inquirer and Bandera, and Philippine Star and Pilipino
Star Ngayon.
• Most newspapers have established a readership in their online
platforms. The online platforms of all the three broadsheets in the
print’s top 10—Inquirer, Star and Manila Bulletin—are also the most
visited websites in the Philippines.
Types of Media (2)

BROADCAST MEDIA

To communicate or transmit a signal, a message, or content, such as audio

or video programming, to numerous recipients simultaneously over a
communication network.

RADIO

Before the advent of television in the 1950s, most Filipinos relied on radio
broadcasts for their news. It is considered as the first electronic mass
medium and it’s the reason why the television was a success in most parts
of the world. It is considered as the young people’s media for a long time.

• FM Radio (Frequency Modulation) – caters musical taste of the younger

generation
• AM radio (Amplitude Modulation) is dominated by a news format.

TELEVISON

• Television in the Philippines was introduced in October 1953 upon the

first commercial broadcast made by Alto Broadcasting System (now
ABS-CBN) making it the first Southeast Asian country and the 2nd in
Asia to do so.
• James Lindenberg, an American engineer dubbed as the "Father of
Philippine Television," began assembling transmitters and established
the Bolinao Electronics Corporation (BEC) on June 13, 1946. It was
named after his wife's hometown of Bolinao, Pangasinan. Three years
later, he was the first to apply for a license in Philippine Congress to
establish a television station.
• The main broadcast networks —ABS-CBN 2, GMA 7 and TV5—each
have a news division that broadcasts a nightly news show. For the past
fifty years, most Filipinos watched one or more of these broadcasts.
FILM / CINEMA

• A film, also known as a "movie" or a "motion picture," is a series of

moving images shown on a screen, usually with sound, that make up a
story.
• Film is often referred to as The Seventh Art, is a visual art-form used
to simulate experiences that communicate ideas, stories, perceptions,
feelings, beauty or atmosphere, by the means of recorded or
programmed moving images, along with sound (and more rarely) other
sensory stimulations.
• Film is used for a range of goals, including education and propaganda.
• The cinema of the Philippines began with the introduction of the first
moving pictures to the country on January 1, 1897 at the Salón de
Pertierra in Manila. following year, local scenes were shot on film for
the first time by a Spaniard, Antonio Ramos, using the Lumiere
Cinematograph.
• While most early filmmakers and producers in the country were mostly
wealthy enterprising foreigners and expatriates, on September 12,
1919, Dalagang Bukid (Country Maiden), a movie based on a popular
musical play, was the first movie made and shown by Filipino
filmmaker José Nepomuceno. Dubbed as the "Father of Philippine
Cinema", his work marked the start of cinema as an art form in the
Philippines.
• Mainstream films, in the simplest definition, are those which are
produced by big production companies and are released and screened
in first-run theatres. What makes the film “mainstream” is that it
caters to a wider audience, and that it also popular with most people –
the masses.
• Genres of mainstream films are usually romance, action, comedy, and
romantic-comedy. These films can be described as light-hearted,
something that aims to entertain and ease the stress off of their
audience.
• Films which are considered mainstream usually have big budgets, and
are distributed by the biggest production companies in the Philippines
which include: Star Cinema, Regal Films, Viva Films and GMA Films.
• Independent or indie films may also be referred to as “alternative
cinema.” It includes short films, documentaries, experimental films,
and animations which are made without the capitalization usually found
in commercial films. They are low-budget films produced by smaller
production houses, and are not funded by the companies mentioned
above.
• These films are not widely distributed by the famous movie houses in
the country. Instead, film festivals were established, giving the
filmmakers and film aficionados a space where they can all showcase
 and enjoy their films. Some of the festivals we know today are:
Cinemalaya Film Festival, CineFilipino Film Festival, QCinema Film
Festival and Cinema One Originals Film Festivals
• Bridging both the mainstream and indie are the maindie films. Made
from the combination of the two words, films that fall under this
category are basically those which are independently-made but were
adapted and distributed by the bigger production companies. It can
also mean that the film was done in indie technique but has a big
budget.

VIDEO GAMES

• Video games continue to grow popular to both young and old because
of their increased interactivity and interconnectivity from game
consoles to personal computers to the Internet to cellphones.
• A video game is an electronic game that involves interaction with a
user interface to generate visual feedback on a two- or three-
dimensional video display device such as a touch screen, virtual reality
headset or monitor/TV set. Since the 1980s, video games have become
an increasingly important part of the entertainment industry, and
whether they are also a form of art is a matter of dispute.
 • Playing video games fulfills a purpose in their lives. This could include
gaming for: relaxation, opportunities to exert control, enjoyment,
creativity, socialization, prevent boredom, challenge, and achievement.
It could also be used as a coping method or stress management.

NEW MEDIA

• Means of mass communication using digital technologies such as the

Internet.
• Products and services that provide information or entertainment using
computers or the internet, and not by traditional methods.
• Digital media that are interactive, incorporate two-way communication
and involve some form of computing.
• Social Media are forms of electronic communication (such as web sites)
through which people create online communities to share information,
ideas, personal messages, etc.

Video Supplements and References

VIDEO SUPPLEMENTS:

1. https://www.youtube.com/watch?v=rDkxsNmKDGk
2. https://www.youtube.com/watch?v=Ko6J9v1C9zE
3. https://www.youtube.com/watch?v=AZfHwMmjI_8
4. https://www.youtube.com/watch?v=yq3F7BKl0F
5. https://www.youtube.com/watch?v=HffWFd_6bJ0
6. https://www.youtube.com/watch?v=NM8dLz-nmlw
7. https://www.youtube.com/watch?v=HjnclEhy960
 MODULE 4:

Piracy and Intellectual Property

PIRACY

 It is the unauthorized reproduction or use of a copyrighted book,

recording, television program, patented invention and trademarked
product.
 Piracy negatively affects every single person working in these
industries and their supply chains. There is less money to invest in new
software, developing music artists and movies. There is less work for
developers, testers, sound engineers, videographers, actors,
scriptwriters, musicians, assistants, set designers, security guards,
stores, salespeople, website developers and every other type of person
who goes into creating, packaging, advertising, distributing,
supporting, promoting or reviewing these products and services.
 People who copy digital contents without the permission to use are
called digital pirates. This includes copying digital content a friend has
bought - like music, pictures, videos, movies, games, books or
software, copying digital content from peer-to-peer networks or file
sharing servers and buying content from a source who stole the
content and made copies to sell – like counterfeit versions of games,
movies, music, books, or software – is buying stolen goods. 

INTELLECTUAL PROPERTY

 refers to creations of the mind, such as inventions; literary and artistic

works; designs; and symbols, names and images used in commerce.
 IP is protected in law by, for
example, patents, copyright and trademarks, which enable people to
earn recognition or financial benefit from what they invent or create.
By striking the right balance between the interests of innovators and
the wider public interest, the IP system aims to foster an environment
in which creativity and innovation can flourish.
  World Intellectual Property Organization (WIPO) is the global forum for
intellectual property services, policy, information and cooperation
 The World Intellectual Property Organization (WIPO) is the UN agency
responsible for treaties involving copyright, patent, and trademark
laws. WIPO can be a force for progressive change, helping the world
take into account public interest and development needs.

TYPES OF INTELLECTUAL PROPERTY

1. COPYRIGHT

 a legal term used to describe the rights that creators have over their
literary and artistic works.
 books, music, paintings, sculpture and films, to computer programs,
databases, advertisements, maps and technical drawings

Republic Act No. 8293

INTELLECTUAL PROPERTY CODE OF THE PHILIPPINES 

Copyright Validity Period

Literary Works During the lifetime of the author plus
50 years after death
Art 25 years from the date of creation
Photographic Work 50 years from publication
Audio Visual Work 50 years from publication
Sound Recording 50 years from year recording took
place
Broadcast Recording 20 years from date of broadcast
Trademark Valid for 10 years and may be
renewed for a period of 10 years
Invention Patent Valid for 20 years from filing date
application

2. PATENT

 an exclusive right granted for an invention

 provides the patent owner with the right to decide how - or whether -
the invention can be used by others
 Designers have used these patents to protect renowned works like
Clarence Fender’s electric guitar, Adam Ziska’s early Harley Davidson
motorcycle, Charles Eames’ iconic chairs, and even Christiansen’s little
 lego man. Design patents also protect moderns works of high-tech and
digital design like Google’s famously simple search interface, and of
course, every iteration of Steve Jobs and Jony Ives’ iPhone.

3. TRADEMARK

 A trademark is a sign capable of distinguishing the goods or services of

one enterprise from those of other enterprises. Trademarks date back
to ancient times when craftsmen used to put their signature or "mark"
on their products.
o TM means the owner of the mark has common law rights even
though the mark has not been registered while the ®, on the
other hand, is only used for marks that have been granted
registration.
o Infringement refers to the violation of a law or a right.

4. INDUSTRIAL DESIGN

 An industrial design constitutes the ornamental or aesthetic aspect of

an article. An industrial design may consist of three-dimensional
features, such as the shape or surface of an article, or of two-
dimensional features, such as patterns, lines or color.
 An industrial design right protects only the appearance or aesthetic
features of a product, whereas a patent protects an invention that
offers a new technical solution to a problem. In principle, an industrial
design right does not protect the technical or functional features of a
product. Such features could, however, potentially be protected by a
patent.

5. GEOGRAPHICAL INDICATIONS AND APPELLATIONS OF ORIGIN

 Geographical indications and appellations of origin are signs used on

goods that have a specific geographical origin and possess qualities, a
reputation or characteristics that are essentially attributable to that
place of origin. Most commonly, a geographical indication includes the
name of the place of origin of the goods.
FAIR USE

 Fair use means you can use copyrighted material without a license only
for certain purposes. These include:
o Commentary
o Criticism
o Reporting
o Research
o Teaching

GUIDELINES FOR FAIR USE

 A majority of the content you create must be your own.

 To return to the example above, it's probably fair use to include a few
relevant photos to support your ideas in a blog post, presentation, or
research paper. However, using these same photos in a project with
only a few lines of commentary might not be fair use. As another
example, let's imagine you found a useful tutorial you wanted to
feature on your blog. Including one tip from the tutorial would be fair
use. Simply republishing the entire tutorial would not be fair use, even
if you linked to the original source.
 Give credit to the copyright holder.
 In order for something to be fair use, you must give full credit to the
person who created it. This includes the creator's name, as well as
other information that will help people find the original work or source.
For example, if you adapt a recipe that was originally published on a
cooking website, you should include a link to the original page.
 Don't make money off of the copyrighted work.
 In general, it's much easier to claim fair use when you're using the
copyrighted material for noncommercial purposes. While posting
images of your favorite TV shows and adding funny captions and
commentary might be considered fair use, selling these images on T-
shirts would not.

CREATIVE COMMONS

 is an American non-profit organization devoted to expanding the range

of creative works available for others to build upon legally and to
share. The organization has released several copyright-licenses known
as Creative Commons licenses free of charge to the public.
o Attribution: You must credit the creator.
o Non-Commercial: You can't make a profit.
 o No Derivative Works: You can't change the content.
o Share Alike: You can change the content, but you have to let
other people use your new work with the same license as the
original.

PLAGIARISM

 The act of using another person's words or ideas without giving credit
to that person
 The practice of taking someone else's work or ideas and passing them
off as one's own.

KINDS OF PLAGIARISM 

1. “The Ghost Writer”

 The writer turns in another’s work, word-for-word, as his or her own. 

2. “The Photocopy”

 The writer copies significant portions of text straight from a single

source, without alteration. 

3. “The Potluck Paper”

 The writer copies from several different sources, tweaking the

sentences to make them fit together while retaining most of the
original phrasing. 

4. “The Poor Disguise”

 The writer has altered the paper’s appearance slightly by changing key
words and phrases. 
5. “The Labor of Laziness”

 The writer takes the time to paraphrase most of the paper from other
sources and make it all fit together. 

6. “The Self-Stealer”

 The writer “borrows” generously from his or her previous work.

7. “The Forgotten Footnote”

 The writer mentions an author’s name for a source, but neglects to

include specific information on the location of the material referenced.

8. “The Misinformer”

 The writer provides inaccurate information regarding the sources,

making it impossible to find them.

9. “The Too-Perfect Paraphrase”

 The writer properly cites a source, but neglects to put in quotation

marks on text that has been copied word-for-word, or close to it.

10. “The Resourceful Citer”

 The writer properly cites all sources, paraphrasing and using quotations
appropriately. The catch?  The paper contains almost no original work!

11. “The Perfect Crime”

 The writer properly quotes and cites sources in some places, but goes
on to paraphrase other arguments from those sources without citation.