Responsible Use of Media

and Information
Information
refers to the many ways our information
environment is polluted – content are fake,
disorder
used out of context, or weaponized to attack
certain individuals or groups of people.
Understanding this landscape is the first step
towards better and responsible use of media
and information. .
Three Categories
of Information
Disorder
 Misinformation Disinformation
refers to content that contains Mal-
false information with the refers to information that is
based on reality but is used
refers to information that is deliberate intention to mislead or
deceive the audience.
information
to inflict harm
false, but the person sharing
A. False context – when genuine Examples:
or disseminating it
content is re-circulated out of its A. Leaks to the press of
unknowingly perceives it as
original context private information for
something true.
B. Imposter content – persons‟ personal or corporate
bylines used alongside articles interest (e.g. revenge porn)
A. False connection – when
they did not write, or B. Using a picture (e.g. of a
headlines or visuals do not
organizations‟ logos used in dead child, with no context
support the content
videos or images they did not or false context) in an effort
B. Misleading content - by
create to ignite hatred of a
cropping photos or choosing
C. Manipulated content – when particular ethnic group
quotes or statistics selectively
genuine content is manipulated
to deceive
D. Fabricated content – fabricated
“news sites” or fabricated visual
Media and Information Literacy
Because Information Disorder is prevalent in this times, the need to inculcate
and practice the responsible use of media and information is of utmost
Skills
importance. As media is very much embedded in our lives, it is important that
we must learn the skills on how to responsibly and wisely use these information
and media tools at our disposal. Moreover, we must understand that how we
use media and information can also affect the people we know, our community,
and the society in general.
The Center for Media Literacy (2005) lists five core concepts of Media Literacy:
1. All media messages are „constructed.‟
2. Media messages are constructed using a creative language with its own rules.
3. Different people experience the same media message differently.
4. Media have embedded values and points of view.
5. Most media messages are organized to gain profit and/or power.
In the past, education focused more on languages, math, and sciences. The
educational system put more emphasis on memorization of names, notable
dates, famous people, and formulas – information deemed as necessary to
successfully engage with the world. Technical and Vocational programs focused
more on livelihood expertise. However, today in the Information Age, the need
to emphasize on other essential skills also arises. As we are bombarded with
media and information that we are compelled to deconstruct and evaluate,
competence and proficiency in media literacy are already considered life-long
learning skills today.
The following are seven (7) MIL skills that you, as a media user and
producer, should develop:
1. The ability and willingness to make an effort to understand content,
to pay attention, and to filter out noise.
2. An understanding of and respect for the power of media messages .
3. The ability to distinguish emotional from reasoned reactions when
responding to content and to act accordingly
4. Development of heightened expectations of media content
5. A knowledge of genre conventions and the ability to recognize when
they are being mixed
6. The ability to think critically about media messages, no matter how
credible their sources
7. A knowledge and appreciation of the internal language of various
media and the ability to understand its effects, no matter how complex
My Responsibility as a Media Consumer

As a media consumer, you‟re not just a helpless sponge, absorbing all kinds of
messages without a second thought. Ultimately, media literacy teaches us that
the content we see or hear are constructed with various aims and that an equally
important task falls to the audience, the receivers of such content, to evaluate
and give meaning to these media messages. Some media messages are meant to
be disseminated to the public, as in mass communication, but at the end of the
line, it will still be received by you, an individual with his own set of
understanding and thinking.
My Responsibility as a Media Consumer
Indeed, “meanings are people.” Although a sender intends to relay information
with a meaning and purpose in mind, there will be always variances to how the
receiver interprets it, an interpretation that is influenced by his life experience,
education, cultural background, social standing, biases, and other factors. Thus,
there is no absolute exact way to interpret a media message. Media literacy skills
help us think our way through this complex process of communication.
Furthermore, they help us function better in our media-rich environment,
enabling us to be better democratic citizens, smarter shoppers, and more skeptical
media consumers.
 1. Who created this message? (Author)
According to the Exploring the creator of a message is more
Center of Media than just knowing their name. This
Literacy, when question introduces two fundamental
insights about all media –
analyzing media “constructedness” and choice. No matter
messages, you how real or natural messages or media
should ask these products can be, they are always
five key questions constructed and packaged by an individual
or a group of people. If something sounds
related to the five
off or if it seems too good or too
core concepts of suspicious to be true, then it most
Media Literacy: probably is. Follow your gut and verify the
source.
According to the
Guide questions:
Center of Media  Is it from a news organization, a
Literacy, when corporation, or an individual?
analyzing media  What links do they have to the
messages, you information they are providing?
 If the author claims something to be
should ask these true, does he or she have the expertise
five key questions and background to claim such? Consider
related to the five who is presenting the information and
core concepts of evaluate its credibility.
Media Literacy:
 2. What creative techniques are used to attract my
According to the attention? (Format)
Looking at the format of a media message means
Center of Media analyzing the way it is constructed, the creative
Literacy, when components that are used in putting it together –
words, music, color, movement, camera angle and
analyzing media many more. Most media tools and outlets use
messages, you creative techniques – images, videos – to grab
people‟s attention. However, you should note how
should ask these these factors influence you in receiving the
five key questions message. Because so much of today‟s content, even
news, is presented to us visually, it is essential that
related to the five audiences learn the basics of multimedia
core concepts of communication and how the use of these
techniques influences the various meanings we can
Media Literacy: take away from a message.
 Guide questions:
According to the  Does the message include persuasive elements to
convince you its story is true?
Center of Media  Is the footage overly graphic or designed to
Literacy, when provoke a specific reaction?
 Which celebrities or professionals are endorsing
analyzing media this message?
messages, you
should ask these
five key questions
related to the five
core concepts of
Media Literacy:
 3. How might other people understand this
According to the message differently than me? (Audience)
As cited from the Center for Media Literacy, “our
Center of Media differences influence our various interpretations of
Literacy, when media messages and second, that our similarities
create common understandings.” Each individual
analyzing media media consumer brings to each media encounter a
messages, you unique set of ideals, experiences, and backgrounds.
These factors influence how you understand and
should ask these interpret the media you consume. As you recognize
five key questions this fact, you are able to build respect and
understanding to differing opinions as well as
related to the five evaluate the validity of these differing perspectives.
core concepts of
Media Literacy:
 4. What values, lifestyles and points of view are
According to the represented in, or omitted from, this message?
(Content)
Center of Media As mentioned previously, the way information is
Literacy, when sent, packaged, and received is influenced by
academic, social, cultural, and political principles –
analyzing media all media content carry subtle messages that may
messages, you sway our opinions, even content providers that try
to present information objectively can have an
should ask these unconscious slant.
five key questions If the audiences are literate enough to question and
reasonably identify both obvious and hidden
related to the five embedded values in media content, whether in
core concepts of news or entertainment, they are more likely to be
much more skilled in decoding a media message.
Media Literacy:
 5. Why is this message being sent? (Purpose)
According to the Examining the purpose of a message uncovers how
it may have been influenced by money, ego or
Center of Media ideology and gives you knowledge on how to
Literacy, when interpret and respond to a message appropriately.
Guide questions:
analyzing media  Who‟s in control of the creation and transmission
messages, you of this message?
 Why are they sending it? How do you know?
should ask these  Who profits from this message? Who pays for it?
five key questions  Who is served by or benefits from the message:
o the public?
related to the five o private interests?
core concepts of o individuals?
o institutions?
Media Literacy:
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