2. Introduction to Media and Information Literacy – SHS
Alternative Delivery Mode
Quarter 3 - Module 1: Introduction to Media and Information Literacy
First Edition, 2020
Republic Act 8293, section 176 states that: No copyright shall subsist in any work
of the Government of the Philippines. However, prior approval of the government agency or
office wherein the work is created shall be necessary for exploitation of such work for profit.
Such agency or office may, among other things, impose as a condition the payment of
royalty.
Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this book are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from
their respective copyright owners. The publisher and authors do not represent nor claim
ownership over them.
Published by the Department of Education – Division of Cagayan de Oro Schools
Division Superintendent: Dr. Cherry Mae L. Limbaco, CESO V
Printed in the Philippines by
Department of Education – Bureau of Learning Resources (DepEd-BLR)
Office Address: Fr. William F. Masterson Ave., Upper Balulang, Cagayan de Oro
Telefax: (08822)855-0048
E-mail Address: cagayandeoro.city@deped.gov.ph
Development Team of the Module
Writers: Marivic Labitad, Mary Ann S. Chiong, Appril Joy
M. Getigan, Bienvenido D. Codillo, Raymond John
M. Baliling, Rosemary Grace J. Balayo, June Zuseth
O. Obsid, Therese Mae Maandig, Ariana Pauline G.
Fernandez,Malou B. Cagalitan
Focal Person: Dr. Jerly H. Eluna
EPS in English
Evaluators: Ronald L. Ampong, Dr. Rosalinda C. Tantiado,
Vanessa Mae M. Pagas, Beverly Anne E. Nicolasora
Illustrators/ Layout Artists: Mary Ann S. Chiong, Alma Shiela A. Alorro,
Sheena Cascon, Ryan Roa
Management Team
Chairperson: Cherry Mae L. Limbaco, PhD, CESO V
Schools Division Superintendent
Co-Chairpersons: Alicia E. Anghay, PhD, CESE
Asst. Schools Division Superintendent
Lorebina C. Carrasco,CID Chief
Members Dr. Jerly H. Eluna, EPS English
Dr. Jerry G. Roble
Dr. Joel D. Potane, LRMDS Manager
Lanie O. Signo, Librarian II
Gemma Pajayon, PDO II
3. Media and
Information Literacy
Quarter 1 - Module 1, Week 1
Introduction to Media and
Information Literacy
This instructional material was collaboratively developed and reviewed
by educators from public and private schools, colleges, and or/universities.
We encourage teachers and other education stakeholders to email their
feedback, comments, and recommendations to the Department of Education
at action@ deped.gov.ph.
We value your feedback and recommendations.
Department of Education ● Republic of the Philippines
FAIR USE AND CONTENTS DISCLAIMER: This Self Learning Module (SLM) is
for educational purposes only. Borrowed materials (i.e., songs, stories, poems,
pictures, photos, brand names, trademarks, etc.) included in these modules are
owned by their respective copyright holders. The publisher and authors do not
represent nor claim ownership over them. Sincerest appreciation to those who
made significant contributions to these modules.
Senior High School
4. Table of Contents
What This Module is About …………………………..……………………………………i
What I Need to Know ……………………….....……………………………………….….i
How to Learn from this Module ……………………………………………………..........ii
Icons of this Module …………………………...…………………………………………..ii
What I Know: Pretest …………………...…………………………………………………iii
Lesson 1: Introduction to Media and Information Literacy ……………………….1
What I Need to Know ………..……………………………………………..1
What I Know …………………………………………………………………1
What’s New: Activity 1…………………...………………………………….2
What Is It: Activity 1……………….………...………………………………2
What’s More: Activity 2 …………………………...…..……………………3
What I Have Learned………………………………………………………..4
What I Can Do: (Example: Online Browsing of Satirical Sites……….…4
Lesson 2: Media, Society, Culture and You …………………………………………. 5
What I Need to Know……………..……………………………………...... 5
What I Know ………………………………………………….…………….. 6
What’s New: Activity 3………………………...…………………………… 6
What Is It………………………...………………………………………….. 7
What’s More: Activity 4………………………...……………………………7
What I Have Learned………………………………………………………. 8
What I Can Do……………………...………………………………………. 8
Summary……………………………………..…………………………………………..…. 9
Key to Answers …..…………………………………………………………..……………10
References…………………………………………..…………………………………......11
5. What This Module is About
Media and Information literacy refers to “the essential competencies
(knowledge, skills, attitudes) that allow learners to engage with media and other
information providers effectively. It helps learners develop their critical thinking and
life-long learning skills for socializing and becoming active citizens” in the country.
This module will introduce you to the basic concepts of Media and Information
Literacy. Lessons and activities in this module are designed to make you understand
the nature of Media and Information Literacy and the reasons why you need to be
media literate, information literate, and technology literate.
What I Need to Know
This module will help you achieve Media and Information Literacy (MIL)
learning competency:
Describe how communication is influenced by media and information.
(MIL11/12IMIL-IIIa-1)
To help you master the competency mentioned above, you will undergo two
lessons:
Lesson 1: Introduction to Media and Information Literacy
Lesson 2: Media, Society, Culture, and You
These lessons will help you comprehend the very nature of media and
information literacy and its related concepts.
i
6. How to Learn from this Module
To achieve the objectives, you are expected to do the following:
• Take your time reading the lessons carefully.
• Follow the directions and/or instructions in the activities and exercises
diligently.
• Answer all the given tests and exercises.
Icons of this Module
What I Need to This part contains learning objectives that
Know are set for you to learn as you go along the
module.
What I know This is an assessment as to your level of
knowledge to the subject matter at hand,
meant specifically to gauge prior related
knowledge
What’s In This part connects previous lesson with that
of the current one.
What’s New An introduction of the new lesson through
various activities, before it will be presented
to you
What is It These are discussions of the activities as a
way to deepen your discovery and under-
standing of the concept.
What’s More These are follow-up activities that are in-
tended for you to practice further in order to
master the competencies.
What I Have Activities designed to process what you
Learned have learned from the lesson
What I can do These are tasks that are designed to show-
case your skills and knowledge gained, and
applied into real-life concerns and situations.
Ii
7. Introduction to Media and
Information Literacy
Lesson
1
SHS, Second Semester, Q1 – Week 1
What I Need to Know
Media and Information Literacy equips learners with the 21st
century skills
needed by them to compete with the unending developments in technology.
In this lesson, you are expected to:
Describe how communication is influenced by media and information,
particularly on introduction to media and information literacy
(MIL11/12IMIL-IIIa-1).
What I Know
Directions: Locate words in the Puzzle Map below. These words are terms
that you will be acquainted with as you go further in this lesson.
Write your answers in your Activity Notebook.
8. Photo credit: https://www.google.com/amp/s/ersearchleap.com/analysis-b-2-c-social/media.communication-germany/amp/
1
What’s New
Look closely at the picture below. Examine carefully how the people
communicate and interconnect with each other. Based on your personal experience,
how do you connect with your family and friends and vice-versa? Are there any
similarities you see in the picture with how you communicate with each other?
Activity 1: Enumerate the media you used in connecting with other people.
Writeyour answer in your activity notebook.
Media Media You Use
What Is It
With the advent of communication technologies in the 21st
century, learners
could easily access to information needed by them at their fingertips. The existence
of technology paves the way to communicate with multiple people from different
parts of the world using different platforms. As Thomas Freidman wrote in his book
“The World is Flat,” the internet itself has flatten the world, where people from all
walks of life, location, culture and age can access and exchange the same
information at the same time.
2
9. Before we go further, let us familiarize ourselves with the basic terms and
concepts associated in communication.
Definition of Terms
Communication:This pertains to a purposeful exchange of information and
messages between people or groups of people by speaking, writing, gestures,
and signs.
Messages: These refer to any form of communication (information, feelings, and
ideas) passed or transmitted using a channel. Turow (2007) described
them(messages) as a collection of symbols that appear purposefully
organized (meaningful) to those sending or receiving them.
Media: These are the methods or tools in which information can be exchanged and
communication can be facilitated.
Interpersonal Communication: This refers to the communication between two
persons, whether they are verbal or non-verbal.
Mediated Interpersonal Communication: This refers to the process where
technology stands in between the parties communicating and becomes the
channel by which the message is sent or received.
Mass Communication: This refers to communication systems used to create,
produce, and disseminate media texts to mass audiences. Traditional forms
of mass communication consist of newspaper, radio, television, and film, it
is also understood that in mass communication, there is no immediate
feedback between the source and the receiver.
Organizational Communication: This refers to communication used in the
business environments
Media and Information Literacy: refers to the essential competencies (knowledge,
skills, attitudes) that allow citizens to engage with media and other
information providers effectively, and develop critical thinking and life-long
learning skills for socializing and becoming active citizens.
What’s More
There are two types of communication that we usually engage into namely:
interpersonal communication and mass communication. Both are mediated by
technology to allow easy form of feedbacking.
3
10. Activity 2: List down scenarios on mass communication and interpersonal
communication. Copy the matrix in your activity notebook.
Interpersonal Communication Mass Communication
What I Have Learned
Prompts: Draw at least frames of comic strip that depicts the difference of mass
communication and interpersonal communication. Write your output in
your MIL ACTIVITY NOTEBOOK.
What I Can Do
To foster better communication to develop strong relationship with other
people, create a “talk show” making your household members as the “guests.”
Follow the outline below in developing your talk show. Video record it, then upload to
our group chat.
Name of the show
Theme of the show
Run time
Topic for Discussion
Name of guests
Guide Questions for the guests 1.
2.
3.
4.
5.
4
11. Media, Society, Culture
and You
Lesson
2
SHS, Second Semester, Q1- Week 1
What I Need to Know
In this lesson, you will be exposed to the various influences of media in our
culture and society. In addition, you will explore examples on how media is used to
persuade and change the level of perceptions of people on things around them.
What I Know
Directions: Locate the words in the Puzzle Map below. These words are
terms that you will be acquainted with as you go further in this
lesson. So copy the puzzle first in your Activity Notebook in order
to do the task below.
5
12. Photo credit:
https://pikbest.com/templates/fresh-fruit-juice-promotion-
flyer_1318430.html
Photo credit:
https://www.postermywall.com/index.php/art/template/6dec7d6bd08
acf3e78174dd76bc60708/fruit-juices-flyer-design-
template#.YE9RERgRWyV
What’s In
In the previous lesson you were able to learn the basic concepts of media and
information literacy, its brief history as well as its importance in man’s everyday life.
In this lesson, you will explore on how media affects man’s decision making in
choosing a product, how information shared through media shapes a society by
promoting an advocacy and how different ways of persuasion can change man’s
level of perception in either promoting a product or an advocacy.
What’s New
Advertisements done through technology has afforded us with opportunities to
update ourselves with the new developments in the world.
Activity 3: Look closely at the ad posters below. 1.) What are the information found
in each poster? 2.) Which product would you buy? Cite at least three (3)
reasons why you choose that particular product. Write your answers in
your ACTIVITY NOTEBOOK.
6
POSTER A POSTER B
13. Poster A Poster B
1. 1.
2. 2.
3. 3.
4. 4
What Is It
There are seven (7) guiding principles of persuasion for advertisers to attract
people to patronize their products (Dr. Robert Cialdini, 2001).
1.Reciprocity We are obliged to give if we have been given something.
2. Scarcity
If it’s scarce, we want it more. Use this by highlighting the
Benefits, Uniqueness, and Possible Loss.
3. Authority
We are more likely to comply with a request if it is coming from a
perceived authority/expert.
4.Consistency
We want to be consistent with our past commitments, even if the
initial commitment is much smaller
5. Liking
We like people who are similar, who give us compliments and
who cooperate with us.
6. Consensus
If others (especially if similar others) are doing it, then we are
likely to do ourselves.
7. Social
Validation
How many others are ordering and using the products is a
powerful endorsement
For more information, you may view the video in the link below:
https://youtube.com/watch?v=cFdCzN7RYbw (Science of Persuasion)
What’s More
Media serves as an instrument in bringing about development of a country. It
helps promote advocacies on social issues like anti-bullying, free education, positive
self-image, a healthy life style, breast cancer awareness, HIV/AIDS, and others.
7
14. Activity 4: Watch the advocacy campaign of the Department of Health Philippines
on Family Planning in this link
(https://youtube.com/watch?v=2pNWpojebjc, Family Planning TVC
2014). After watching the video, answer the questions found in the table.
Write answers in your Activity Notebook.
Begin here:
What I Have Learned
Media and Information Literacy provides learners with ample opportunities on
its usability in obtaining information in an easy manner.
What Can I Do
Media can easily influence our way of perceiving things around us. To
demonstrate such effect, choose a song that is currently popular among the youth.
Directions: Listen to the lyrics of the song repeatedly and familiarize yourself with
it. Write the lyrics of the song in your ACTIVITY NOTEBOOK.
Be guided with the following questions:
1. What is the message of the song?
2. Does it enforce positive or negative behavior?
3. Considering that the song is very popular, do you think it will have an effect to
the youth? Why?
8
What is the advocacy message?
What persuasion technique did it use?
Was it effective or not? Why?
15. Summary
1. People have to be media literate, information literate, and technology literate
to live a full life in the 21st
century.
2. Media and information literacy will enable us to access, analyze, and respond
to a range of media which will make our life more enjoyable.
3. The 21st
century is about access to information. The challenge is in getting the
right information by analyzing and filtering.
4. Communication theories and models continue to evolve with the development
of different technologies.
5. Media can influence individuals, societies, and culture. It serves as a good
tool to engage citizens into responding to social advocacies and development
issue
9
16. References
Books
Arias, Eric. “How Does Media Influence Social Norms? Experimental Evidence on
the Roles of Common Knowledge.” Political Science Research and Methods
7, no. 3 (2019): 561-78 Doi:10.1017/psrm.2018.1.
Zarate, Maria Jovita E. Media and Information Literacy.2016. Manila, Philippines:
Rex Bookstore
Websites
“Block & White ‘Color Difference.” No.12 Yellow Brick Road. Published on April 14,
2016. YouTube video, 00:16 https://youtube.com/watch?v=Wqbw5YvzH_M
“Businesstopia, Models of Communication,” in Businesstopia, February 4,
2018.https://www.businesstopia.net/communication
“Businesstopia, Models of Communication,” in Businesstopia, February 4, 2018.
https://www.businesstopia.net/communication
Cook, Sue D. People-holding-hands-under-cloud-with-social-media-communication-
icons-with_MyFJ7oiO_L.2020. jpeg.https://action4mediaeducation.org/people-
holding-hands-under-cloud-with-social-media-communication-icons-
with_myfj7oio_l
Department of Health (Philippines). “To-DOH list sa pagpasok at pag-uwi mula sa
trabaho.” June 11, 2020 https://facebook.com/15656631021264/post-
/3398140596863835
“Family Planning TVC 2014.” Department of Health Philippines. Published on June
10,
2014. YouTube video, 00:48 https://youtube.comwatch?v=2pNWpojebjc
Guttmann, A. “Global Advertising Spending 2010-2019.” Statista.com. January 8,
2020. https://www.statista.com/statistics/236943/global-advertising-spending
Poepsel, Mark. Media, Society, Culture, and You. Southern Illinois University
Edwardsville. 2018. https://press.rebus.community/mscy/
Prince, Richard. Marlboro Man. 1980-1992, jpeg.https://alchetron.com/Marlboro-Man
“Science of Persuasion.” Influenceatwork. Published on November 27, 2012.
YouTube video, 11:50 https://youtube.com/watch?v=cFdCzN7RYbw
“Timeline of the Evolution of Mass Media”. National Institute of Mass Communication
& Journalism, Ahmedabad.https://nimcj.org/blog-detail/timeline-of-the-
evolution-of-mass-meddia.html
17. 11
UNESCO IITE. Educating for the Media and the Digital Age. Austria. 1999.
http://www.unesco.org/new/en/communnicatioin-and-information/media
development/media-literacy/mil-as-composite-concept/
“United Media Information Literacy for Teachers.” United Nations Alliance of
Civilizations (UNAOC)—United Nations Educational, Scientific and Cultural
Organization (UNESCO). 2020.http://unesco.mil forteachers.unesco.
org/modules/module-1/unit-1/http://unesco.mil-for-teachers.unesco.
org/modules/module-1/unit-3/
12
18. For inquiries and feedback, please write or call:
Department of Education – Bureau of Learning Resources (DepEd-BLR)
DepEd Division of Cagayan de Oro City
Fr. William F. Masterson Ave Upper Balulang Cagayan de Oro
Telefax: (08822) 855-0048
E-mail Address: cagayandeoro.city@deped.gov.ph
