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MEDIA AND
INFORMATION LITERACY
Quarter 2 – Module 3:
PEOPLE AND MEDIA

ii
 What I Need to Know

This module was designed and written with you in mind. It is here to help you
master the context of Media and Information Literacy. It contains varied activities
that can help you as a Senior High School student to not just be an information
literate individual, but a creative and critical thinker as well as responsible user and
competent producer of media and information.

The module contains lesson in People and Media.

After going through this module, you are expected to:

1. Describe the different dimensions of people media (MIL11/12PM-
IVa-1)
2. Categorize different example of people and state reasons for such
categorization. (MIL11/12PM-IVa-2)

What I Know

Let us determine how much you already know about the Media and
Information Literate Individual by answering the questions below. Use your notebook
/ worksheet for your answers.

A. Multiple Choice Select the letter of the best answer from the given choices.

1. This refers to the persons that are involved in the use, analysis, evaluation and
production of media and information.
A. media practitioners C. people Media
B. online classroom teachers D. editors

2. This refers to a leader for a certain group who gives details and information to
lesser active persons in the group.
A. opinion leader C. factual leader
B. campus journalism D. crowdsourcing

1
3. People without professional journalism training can use the tools of modern
technology and the global distribution of the Internet to create, augment or fact-
check media on their own or in collaboration with others.
A. Campus Journalism C. Social Journalism
B. Network Journalism D. Citizen Journalism

4. They are the ones who have abilities in accessing, evaluating and producing
information using several forms of media.
A. Print Journalists C. Photo Journalists
B. Multimedia Journalists D. Broadcast Journalists

5. These are people who underwent training in journalism writing. Equipped with
the fundamental and significant knowledge and strategies in writing news and
stories based from real events in the community.
A. Print Journalists C. Photo Journalists
B. Multimedia Journalists D. Broadcast Journalists

6. They are skilled not just in journalism but also in public speaking.
A. Print Journalists C. Photo Journalists
B. Multimedia Journalists D. Broadcast Journalists

7. The Crowdsourcing is the practice of obtaining needed services, ideas, or content

by soliciting contributions from a large group of people and especially from the
online community.
A. Social Journalism C. Citizen Journalism
B. Crowdsourcing D. Opinion Leaders

8. Wikis are applications allowing several people to collaborate, modify, extend, or

delete the contents or structure of a particular page devoted to a topic or content.
A. Wikis C. Trip Advisor
B. Alibaba D. Waze

9. It is a community-driven GPS and navigational app that guides you through the
shortest route possible while driving.
A. Alibaba C. Wikipedia
B. Trip Advisor D. Waze

10. Here the journalists are using social media to make their content available to
more people.
A. Citizen Journalism C. Opinion Leaders
B. Social Journalism D. Crowdsourcing

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 MIL PEOPLE AND MEDIA

What’s In

To become a media literate is not to memorize facts or statistics about the

media but rather to learn, to raise the right questions about what you are watching,
reading, or listening to and to be information literate. A person must be able to
recognize when information is needed and have the ability to locate and evaluate.

In this lesson, you will describe the different dimensions of people as media
and categorize the different examples of people in media. According to B. Liquigan,
“messages shape the way you think and behave so you should be aware of the extent
of the influence of this messages and the covert/subtle ways that they influence you”.
He also added that media technologies are merely inanimate objects that will only
function when controlled by human beings. So essentially, humans are the sources
of information that are only relayed through these technologies.

What’s New

Activity 1: Categorize Me
Instructions: Copy the table below in your worksheet or notebook, and put a check
mark (✓) on the cell to which you believe the item may be appropriately categorized.
People as Media People in Media
1. Independent Blogger
2. Television Producer
3. Film Director
4. Print Journalist
5. University Professor
6. Business Analyst
7. Magazine Publisher
8. Radio Jockey
9. Online Marketer
10. Advertiser

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 What is It

PEOPLE AND MEDIA

The People Media refers to persons that are involved in the use, analysis,
evaluation and production of media and information (Source: DepEd MIL Curriculum
Guide).

The Effects of Media

In media education, the three main paradigm on effects are:

1. Powerful and direct effects - The most classic and debunked theory in direct
effect is magic-bullet or hypodermic needle theory which states that media is
capable of greatly influencing the attitude and behaviors of these audiences
without even realizing it. Audiences are considered automations and are at
the mercy of media.

2. Limited Effect – Limited effects paradigm, believes that you are highly
capable of discerning propaganda and that media has limited capacity to
persuade you.

3. Moderate Effect – Moderate effects paradigm is reconciliatory and is mid-way

between the two. Audiences are not passive and are capable of creating
meaningful experience. This paradigm acknowledges that “media effects can
occur over longer period of time.

PEOPLE AS MEDIA

These are individuals who serve as channels of information dissemination.

Before, they make use of writing essays, literature and news to create artefacts. But
with the advent of technology and social media, people are now empowered to not
just produce artefacts but also evaluate, analyze, edit and give feedback to media
artefacts.

1. Opinion Leaders

You are considered Opinion Leaders when you are highly exposed to and
activity using media. They are the source of viable interpretation of messages for
lower-end media users and often times the opinions are accepted by a group.

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The Two-step Flow Communication Model (1944)

As you can remember, a

theory is a possible explanation
for an event or a phenomenon.
The two-step flow theory
explains the role of opinion
leaders in developing
consciousness among lower-end
users of media. The proponents
of the theory are Paul Lazarsfeld
and Elihu Katz.

Variations of the theory have

been developed by other
scholars such as Robert Merton,
C. Wright Mills, and Bernard
Berelson. The two-step theory is
alternatively known as the
diffusion of innovation theory
Photo Credit: because innovative ideas are
https://study.com/academy/lesson/two-step- diffused or transferred to media
flow-communication-model.html users through opinion leaders.

Katz identified the following reasons as to why opinion leaders are more
influential than the media themselves:
a. They are seen as trustworthy and non-purposive.
b. They have a more changing or determining role in an individual’s opinion
or action.

You become an effective opinion leader when you are able to influence your
followers to produce educated opinions and make informed choices.

2. Citizen Journalism

These are People without

professional journalism training can
use the tools of modern technology
and internet to create, augment or
fact-check media on their own or in
collaboration with others.
"Citizen Journalism also
known as “public,” “participatory,”
“democratic,” "guerrilla,” or “street”
journalism, citizen journalism occurs
Photo Credit:
when members of reportage, analysis,
https://i0.wp.com/newsliteracymatters.com/f
and dissemination of news and iles/2019/09/rudy.jpg?w=1000&ssl=1
information go other citizens
(mashable.com).
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 Citizen journalism refers to any type of news gathering and reporting -- writing
and publishing articles about a newsworthy topic, or posting photographs or video
of a newsworthy event -- that is done by members of the general public rather than
the professional news agencies commonly referred to as "mainstream media."

Before the public become active participants in the collection, the Internet,
only professional journalists had access to the technology and organizational
infrastructure to publish their work to a large audience. If the average citizen wanted
to contribute to the news cycle, he or she could write a letter to the editor or circulate
a homemade newspaper or "zine" through the mail. But today, armed with a PC and
a high-speed Internet connection, absolutely anyone can share newsworthy
information and opinions with a worldwide audience.

Ordinary citizen like you become people media in your own rights because you
perform the same functions professional journalist do. Most people consider citizen
journalism as “a specific form of both citizen media and user generated content.

3. Social Journalism

Here the journalists are using social media to make their content available to
more people.
Even though recreational
social media usage may be on the
decline in some ways, more
"functional" uses of social media, and
its purposes, are on the rise through
the use of "social journalism."

The current state of

journalism looks quite differently
than it did just years ago, and the
creation of social media sites has
evolved the field of journalism even
further, giving the average person the
power to make and report the news
like never before. We get our news
instantly now, and most of that news
comes via social media sites like
Twitter and Facebook.
Photo Credit:
https://www.cision.com/content/dam/cision With the rise of social media as
/Resources/white- a means to obtain and share news
papers/WP_Social_Journalism_Report_3.png and information has also come the
emergence of social news networks.

Social news networks are online publications that work as a community of

writers and editors that choose what news is, and what's not.

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 Described as a sort of "news bank," social news websites like Reddit and Digg
allow users to submit news stories, articles, pictures and videos to share with other
users. Editors then determine the items to be featured. For contributing writers,
these publications are excellent ways to get noticed, and for editors, it's a great way
to experience more journalistic freedom and possibly make an impact on the larger
news media circuit. And many of these stories go viral, bringing a few minutes of
fame to potentially unknown writers or publications.

4. Crowdsourcing
The Crowdsourcing is
the practice of obtaining needed
services, ideas, or content by
soliciting contributions from a
large group of people and
especially from the online
community. (Source:
http://www.merriam-
websters.com/dictionary/
crowdsourcing)

This is when a group of

Photo Credit:
people or a crowd is solicited for
https://images.glaciermedia.ca/polopoly_fs/1.23
information by certain entities or
187120.1519827191!/fileImage/httpImage/imag
e.png_gen/derivatives/landscape_804/4hth4.png institutions. It is also called
collective mobilization

Example of Crowdsourcing:

1. Trip Advisor (https://www.tripadvisor.com)

Tripadvisor, Inc. a
company founded by
Stephen Kaufer, it’s an
American online travel
company that operates a
website and mobile app
with user-generated
content and a
comparison shopping
website. It is the world's
largest travel site*,
enabling travelers to
plan and have the
perfect trip. The sites
operate in 30 countries Photo Credit: https://1000logos.net/wp-
worldwide, including content/uploads/2019/06/TripAdvisor-Logo.png
China under daodao.com

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2. Waze (http://www.waze.com)

Waze is a
community-driven GPS
and navigational app
that guides you through
the shortest route
possible while driving. It
works on a smartphone
and can help you find
directions and avoid
traffic jams. It provides
real-time directions that
are adjusted on-the-fly to
account for various types
of potential obstacles.
Developed by: Google ,
Original author(s): Waze
Mobile, Available in: 50
languages, License: Photo Credit:
https://upload.wikimedia.org/wikipedia/commons/f/fc/
Commercial proprietary
Logo_waze.png
software

3. Wikis

Wikis are applications allowing several people to collaborate, modify, extend,

or delete the contents or structure of a particular page devoted to a topic or content.
Unlike blogs, a wiki has no defined writer or author and has “little implicit structure,
allowing structure to emerge according to the needs of the users.

The most popular example of

a wiki is the online encyclopedia
Wikipedia. There are other wikis
devoted to certain thematic interest
of niche users or audience.

Photo Credit: Wikipedia

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PEOPLE IN MEDIA

These people are media practitioners, they provide information coming from
their expert knowledge or first-hand experience of events.

These are people who manipulate behind the lens and pen. They use Text,
Audio, Visual, and Multimedia, to spread information and messages for the public.
People in media are those involved in the media forms that they are primarily engage
in – print, broadcast, film, new media, and gaming.

Types of Journalist by Medium: (People in Media)

1. Print Journalists – These are people who underwent training in journalism

writing. Equipped with the fundamental and significant knowledge and
strategies in writing news and stories based from real events in the
community; written for the people in the community. They generally report in
newspaper and magazine.

2. Photojournalists - They are physically and emotionally attached to their high-

end cameras which they use to capture important scenes and events from the
surroundings which carry with it stories that give impact to the society as a
whole.

3. Broadcast Journalists - They are who we often see on television, giving us

updates on the local, national and world events. They are skilled not just in
journalism but also in public speaking.

4. Multimedia Journalists - They are the ones who have abilities in accessing,
evaluating and producing information using several forms of media. Mostly,
they make use of social networking sites to connect to the masses for easy and
wider dissemination of their reliable news stories.

People in Media People as Media Lower- end Media Users

• Media practitioners • Media users • People with limited

• Experts • Well-oriented to access to media and
• Provide information to media sources and information.
media users messages
• Intermediaries,
provide information to
lower-end media
users.

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 What’s More

Activity 2:
Instructions: Look at each picture below and identify the type of People as Media
shown in it. Describe this type of People as Media.

1. __________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
__________________________________
Photo Credit:
https://www.cision.com/content/dam/cision
/Resources/white-
papers/WP_Social_Journalism_Report_3.png

2. __________________________

____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
_______________________________

Photo Credit:
https://images.glaciermedia.ca/polopoly_fs/
1.23187120.1519827191!/fileImage/httpIm
age/image.png_gen/derivatives/landscape_8
04/4hth4.png

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 What I Can Do

Activity 3: Compare and Define

Instructions:

Answer the questions inside the diagram below. Write the answers in your
notebook or answer sheet.
.

What is People in
What is People What are their
Media?
as Media? similarities?

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 Assessment

A. Multiple Choice Select the letter of the best answer from the given choices.

1. This refers to the persons that are involved in the use, analysis,
evaluation and production of media and information.
C. Media practitioners C. People Media
D. Online classroom teachers D. Editors

2. This refers to a leader for a certain group who gives details and
information to lesser active persons in the group.
A. Opinion leader C. Factual leader
B. Campus Journalism D. Crowdsourcing

3. People without professional journalism training can use the tools of modern
technology and the global distribution of the Internet to create, augment or
fact-check media on their own or in collaboration with others.
A. Campus Journalism C. Social Journalism
B. Network Journalism D. Citizen Journalism

4. They are the ones who have abilities in accessing, evaluating and producing
information using several forms of media.
A. Print Journalists C. Photo Journalists
B. Multimedia Journalists D. Broadcast Journalists

5. These are people who underwent training in journalism writing. Equipped with
the fundamental and significant knowledge and strategies in writing news and
stories based from real events in the community.
A. Print Journalists C. Photo Journalists
B. Multimedia Journalists D. Broadcast Journalists

6. They are skilled not just in journalism but also in public speaking.
A. Print Journalists C. Photo Journalists
B. Multimedia Journalists D. Broadcast Journalists

7. It is the practice of obtaining needed services, ideas, or content by soliciting

contributions from a large group of people and especially from the online
community.
A. Social Journalism C. Citizen Journalism
B. Crowdsourcing D. Opinion Leaders

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 8. It is a community-driven GPS and navigational app that guides you through
the shortest route possible while driving.
A. Alibaba C. Wikipedia
B. Trip Advisor D. Waze

9. Here the journalists are using social media to make their content available to
more people.
A. Citizen Journalism C. Opinion Leaders
B. Social Journalism D. Crowdsourcing

10. These are applications allowing several people to collaborate, modify, extend,
or delete the contents or structure of a particular page devoted to a topic or content.
A. Wikis C. Trip Advisor
B. Alibaba D. Waze

B. True or False: Write True if the statement is correct otherwise write False.

__________1. Limited effects paradigm believes that you are highly capable of
discerning propaganda and that media has limited capacity to persuade you.

__________2. Messages didn’t shape the way you think and behave so you should be
aware of the extent of the influence of this messages and the covert ways that they
influence you.

__________ 3. The two-step flow theory explains the role of opinion leaders in
developing consciousness among lower-end users of media.

__________ 4. Crowdsourcing happen when a group of people or a crowd is solicited

for information by certain entities or institutions.

__________ 5. The most popular example of a wiki is the online encyclopedia

Wikipedia.

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