MIL FOURTH QUARTER LESSON 1

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MELC:
▪ Cite an example of an issue showing the power of media and information to affect change.
▪ Describe the impact of a massive open online course.
▪ Discuss the implication of media and information to an individual and society.

POWER OF MEDIA AND INFORMATION

A. New Paradigms of Communication in the Digital Age
1. From Audience to User: In traditional media, people were passive consumers of content. However,
in the digital age, individuals have become active participants and users. They have the power to
engage, contribute, and shape the content they consume. For example, social media platforms allow
users to comment, like, and share posts, making them active participants in the content creation and
dissemination process.
2. From Media to Content: The digital age has blurred the line between different forms of media.
Content can now be created and consumed in various formats, such as text, images, audio, and video.
Platforms like YouTube, Instagram, and podcasts exemplify this paradigm shift, where users can create
and share content in different media formats.
3. From Monomedia to Multimedia: Previously, communication was primarily focused on a single
medium, such as print or television. However, the digital age has ushered in the era of multimedia,
where content can be presented through multiple mediums simultaneously. Websites, for instance,
combine text, images, videos, and interactive elements to provide a rich multimedia experience.
4. From One-way to Interactivity: Traditional media followed a one-way communication model, where
the content was created and consumed without much interaction. In the digital age, interactivity is a
key paradigm. Users can actively engage with content, provide feedback, and participate in
discussions. Social media platforms, online forums, and comment sections on websites encourage
user engagement and two-way communication.
5. From Periodicity to Real-Time: Traditional media operated on fixed publishing schedules, releasing
content periodically. In contrast, the digital age enables real-time communication and instant
updates. News websites, social media platforms, and live streaming services deliver information and
updates as they happen, eliminating the need to wait for scheduled releases.
6. From Scarcity to Abundance: In the past, access to information and content was limited and
controlled by gatekeepers. However, the digital age has democratized access, leading to an
abundance of content. Online platforms like blogs, podcasts, and open-access journals provide a vast
array of information and entertainment that can be accessed by anyone with an internet connection.
7. From Editor-mediated to Non-mediated: Traditional media relied on editors and publishers to curate
and filter content. The digital age allows individuals to directly publish their content without
intermediaries. Blogging platforms like WordPress, self-publishing platforms like Amazon Kindle Direct
Publishing, and video-sharing platforms like YouTube empower individuals to share their ideas and
creations directly with the audience.
8. From Distribution to Access: Traditional media involves the physical distribution of content through
various channels. The digital age has shifted the focus to access rather than distribution. Content is
made available online, and users can access it anytime and anywhere through the internet. Streaming
services like Netflix, music platforms like Spotify, and e-books exemplify this paradigm.
9. From Linear to Hypertext: Traditional media, such as books and newspapers, followed a linear
structure, where readers consumed content sequentially. In the digital age, hypertext allows non-
linear navigation through interconnected content. Hyperlinks, clickable elements, and search engines

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enable users to explore and access information in a non-linear manner, jumping between different
sources and topics.
10. From Data to Knowledge: The digital age has provided access to vast amounts of data. However, the
paradigm shift lies in transforming this data into meaningful knowledge. Advanced algorithms,
machine learning, and artificial intelligence can analyze data and extract valuable insights, enabling
personalized recommendations, targeted advertising, and data-driven decision-making.
These paradigms of communication in the digital age illustrate the transformative impact of technology
on how we create, consume, and interact with information and content.

B. Trends in Digital Technology

1. Haptic Technology: Haptic technology provides a sense of touch and tactile feedback in the digital
realm. It allows users to feel and interact with virtual objects through force, vibration, or motion. For
example, haptic feedback in smartphones provides a subtle vibration when typing or pressing virtual
buttons, simulating the tactile experience of physical keys.
2. Contextual Awareness: Contextual awareness refers to technologies that understand and respond to
the surrounding environment and user context. It involves gathering data from various sensors and
sources to provide relevant and personalized experiences. For example, many smartphones have a
feature called "adaptive brightness" that uses ambient light sensors to detect the lighting conditions
in your surroundings. The phone adjusts the brightness of the screen automatically to optimize
visibility and conserve battery life.
3. Voice and Tone Recognition: Voice and tone recognition technology enables devices to understand
and interpret human speech, including tone, inflections, and emotions. Virtual assistants like
Amazon's Alexa, Apple's Siri, or Google Assistant utilize this technology to comprehend and respond
to spoken commands, providing hands-free and intuitive interaction.
4. Intelligent Routing to Devices: Intelligent routing to devices refers to the capability of dynamically
directing information or tasks to the most appropriate devices based on their capabilities, location,
or user preferences. It involves leveraging technologies like GPS, connectivity, and device capabilities
to optimize the delivery of information or tasks. For example, Intelligent Routing for Street-Based
Issue Reporting. Imagine you are walking down the street and encountering a problem, such as a
pothole, a broken streetlight, or a damaged sign. In this scenario, intelligent routing to devices can be
used to report the issue effectively using smartphones and mobile devices with GPS and camera
capabilities.
5. Eye Tracking Technology: Eye tracking technology monitors and analyzes eye movements to
determine where a person is looking. It has applications in various fields, such as user experience
research, gaming, and accessibility. For example, eye tracking can be used in virtual reality (VR) games
to enable gaze-based interactions or in marketing research to understand consumer attention and
engagement.
6. Internet Glasses: Internet glasses, also known as smart glasses or augmented reality (AR) glasses,
overlay digital information onto the user's field of view. They provide a hands-free and immersive
experience, enhancing the real world with virtual elements. An example is Microsoft's HoloLens,
which enables users to interact with holograms, visualize data, or receive contextual information
while wearing the glasses.
7. Wearable Technologies: Wearable technologies encompass a range of devices that can be worn on
the body, typically incorporating sensors and connectivity features. They can track and monitor
various aspects of health, fitness, and daily activities. Fitness trackers like Fitbit or smartwatches like

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Apple Watch are popular examples, offering features like heart rate monitoring, step counting, and
smartphone integration.
These trends in digital technology highlight the continuous advancements and innovations shaping the
way we interact with and experience digital devices and services. They enhance user experiences, provide
personalized and context-aware interactions, and bridge the gap between the physical and digital worlds.

C. Opportunities and Challenges in Media & Information

Opportunities and challenges in media and information can have a significant impact on the Philippine
setting.
1. Citizen Journalism:
Opportunity: Citizen journalism allows ordinary individuals to participate in news reporting and share
their perspectives on various issues. It provides an opportunity for diverse voices to be heard and
contributes to a more inclusive media landscape.
Example: In the Philippines, citizen journalism has gained traction, particularly during significant
events like natural disasters, protests, or elections. Social media platforms have become an avenue
for citizens to share real-time updates, photos, and videos, enabling faster dissemination of
information to a wider audience.
Challenge: The challenge lies in ensuring the accuracy and reliability of citizen-generated content.
With the rise of fake news and misinformation, it is crucial to promote media literacy and critical
thinking skills among citizens to discern credible sources and avoid the spread of misleading
information.
2. Online Selling:
Opportunity: Online selling platforms provide opportunities for small businesses and entrepreneurs
to reach a broader customer base. It offers convenience and cost-effectiveness, enabling businesses
to expand their market reach beyond traditional brick-and-mortar stores.
Example: In the Philippines, platforms like Lazada, Shopee, and Facebook Marketplace have facilitated
the growth of online selling. Local entrepreneurs, artisans, and sellers can showcase and sell their
products to a larger audience, including international customers.
Challenge: The challenge lies in maintaining consumer trust and addressing issues such as counterfeit
products, fraudulent transactions, and delivery logistics. E-commerce platforms need to establish
effective safeguards, secure payment gateways, and provide reliable dispute resolution mechanisms
to ensure a safe and trustworthy online selling environment.
3. Use of the Internet as Tourism Support:
Opportunity: The internet serves as a powerful tool for promoting Philippine tourism. It allows
potential travelers to access information about destinations, accommodations, local attractions, and
travel reviews, influencing their travel decisions.
Example: Tourism websites, social media pages, and travel blogs play a crucial role in showcasing the
beauty and cultural heritage of the Philippines. They help generate interest, attract tourists, and
contribute to the growth of the tourism industry.

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Challenge: The challenge lies in managing online reviews, addressing negative feedback, and ensuring
accurate and up-to-date information. The tourism industry needs to leverage the Internet effectively
while actively managing its online reputation and providing reliable and trustworthy information to
tourists.
4. Phishing:
Challenge: Phishing refers to fraudulent attempts to obtain sensitive information, such as passwords,
credit card details, or personal data, by posing as trustworthy entities. It poses a significant challenge
in the digital age, as cybercriminals continuously develop sophisticated techniques to deceive
unsuspecting individuals.
Example: In the Philippines, phishing attempts can target online banking platforms, email accounts,
or social media profiles. Cybersecurity awareness campaigns, education on phishing indicators, and
strong security measures are essential to mitigate this threat and protect individuals' personal
information.

5. Human Trafficking:
Challenge: Human trafficking is a grave concern globally, including in the Philippines. The Internet and
digital communication platforms can be misused for illegal activities, including recruitment,
exploitation, and the dissemination of trafficking-related materials.
Example: The internet can be used for online recruitment of victims, advertising illegal services, or
sharing illicit content. Combating human trafficking requires a multi-faceted approach, including law
enforcement, public awareness campaigns, and collaboration between government agencies, NGOs,
and technology companies to identify and prevent online trafficking activities.

Addressing these challenges and capitalizing on the opportunities in media and information in the
Philippines requires a collaborative effort involving government institutions, media organizations,
businesses, and individual users. Striking a balance between harnessing the benefits of digital
advancements and mitigating associated risks is crucial for the sustainable development of the media
landscape and information ecosystem.

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MASSIVE OPEN ONLINE COURSES (MOOCS)

The rapid advancements in digital technology have had a profound impact on many aspects of our lives,
including the way we learn and access education. One significant development in this area has been the rise
of Massive Open Online Courses (MOOCs), which leverage digital technology to provide free or low-cost
access to high-quality educational content to people around the world. MOOCs have been hailed as a
potential game-changer in the world of education, offering unprecedented opportunities for learners to
acquire new skills and knowledge. In this context, it is important to examine the trends in digital technology
and their implications for MOOCs, as well as the challenges and opportunities that lie ahead for this rapidly
evolving field.

Here are some key impacts of MOOCs:

1. Increased Access to Education: MOOCs have significantly expanded access to education by breaking
down barriers of geography, cost, and entry requirements. Learners from all over the world can access
high-quality courses offered by renowned universities and institutions, often for free or at a
significantly lower cost compared to traditional education.

2. Flexible and Self-Paced Learning: MOOCs provide learners with the flexibility to learn at their own
pace and according to their own schedules. They can access course materials and lectures anytime,
allowing for a personalized and adaptable learning experience.

3. Diverse Course Offerings: MOOC platforms offer a vast array of courses across various disciplines,
allowing learners to explore diverse subjects and fields of interest. This breadth of offerings caters to
a wide range of learning needs and enables individuals to acquire knowledge and skills in areas that
align with their personal and professional goals.

4. Interactive and Engaging Learning Experience: MOOCs employ various interactive elements such as
quizzes, assignments, discussion forums, and multimedia content to engage learners actively. These
features enhance the learning experience, encourage knowledge application, and foster collaboration
among participants.

5. Lifelong Learning and Skill Development: MOOCs promote lifelong learning by providing
opportunities for individuals to continually update their skills and knowledge. Learners can choose
from a multitude of courses to acquire new skills, enhance existing ones, or explore new areas of
interest throughout their lives.

6. Global Learning Communities: MOOCs facilitate the formation of global learning communities where
learners from different backgrounds and cultures can connect, collaborate, and share ideas. These
communities foster cultural exchange, diversity of perspectives, and the opportunity for cross-cultural
collaboration.

7. Continuous Innovation in Education: MOOCs have spurred innovation in educational practices and
pedagogical approaches. They have encouraged the integration of technology in learning,
experimentation with new teaching methods, and the development of adaptive learning platforms.

8. Data-Driven Insights: MOOCs generate vast amounts of data on learner behavior, engagement, and
performance. This data can be analyzed to gain insights into effective learning strategies, personalize
learning experiences, and improve course design and delivery.

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9. Professional Development and Career Advancement: MOOCs offer opportunities for individuals to
upskill or reskill, thereby enhancing their employability and career prospects. Certificates or
credentials earned from completing MOOCs can serve as evidence of acquired skills and knowledge,
which can be valuable in job applications and career advancement.

MOOCs have democratized education, expanded access to learning resources, and transformed the way
people learn and acquire new skills. While they are not a substitute for traditional education, MOOCs have
become valuable tools for lifelong learning, professional development, and broadening educational
opportunities on a global scale.

The TESDA Online Program (TOP) is a web-based platform that offers free Massive Open Online Courses
(MOOCs) for the technical education and skills development of the Filipino workforce. Through the use of
information and communication technologies, the TOP provides an effective and efficient way to deliver
technical education and skills development services to a broader audience/wide range of users/all learners
at a lesser cost.

IMPLICATION OF MEDIA AND INFORMATION

Media and information have significant implications for both individuals and society as a whole. Here are
some key implications:

1. Access to Information: Media and information provide individuals with access to a wide range of
knowledge, news, and perspectives. They empower individuals to stay informed, make educated
decisions, and participate in civic and political processes For instance, news organizations like ABS-
CBN and GMA provide news coverage that keeps citizens updated on political developments, social
issues, and cultural events.
2. Formation of Public Opinion: Media and information shape public opinion by influencing individuals'
attitudes, beliefs, and perceptions. News coverage, social media discussions, and other forms of
media content can sway public sentiment on various topics, such as politics, social issues, and cultural
values. For instance, documentaries or investigative reports can shed light on societal injustices,
leading to public outrage and calls for change.
3. Influence on Behavior and Culture: Media and information impact individual behavior and cultural
norms. Advertising, for instance, can shape consumer behavior and influence purchasing decisions.
Television shows, movies, and online content can shape popular culture and influence social norms
and values. For example, teleseryes (Philippine TV dramas) often depict family values, love stories,
and social issues, influencing public discussions and shaping cultural narratives.
4. Platform for Expression and Advocacy: Media and information provide platforms for individuals to
express their opinions, share their experiences, and advocate for social change. Social media
platforms, blogs, and online forums enable individuals to voice their perspectives, raise awareness on
important issues, and mobilize support for various causes. The "Black Lives Matter" movement gained
momentum through social media, allowing individuals to express their solidarity and demand justice
for racial equality.
5. Challenges of Misinformation and Fake News: The proliferation of misinformation and fake news in
the digital age poses significant challenges. False information can spread rapidly through social media
and online platforms, leading to confusion, polarization, and erosion of trust in traditional media.
Examples include the spread of conspiracy theories or misleading health information during the

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COVID-19 pandemic, which can have detrimental consequences on public health and societal
cohesion.
6. Privacy and Data Protection Concerns: Filipinos, like individuals worldwide, grapple with privacy and
data protection concerns in the digital era. Online platforms and social media networks collect and
utilize personal data for targeted advertising and content personalization. Instances of data breaches
and privacy violations, such as the leak of voter information in the Comelec data breach, have raised
concerns about data security and privacy rights.
7. Empowerment and Participation: Media and information empower individuals to participate in
public discourse, engage in social movements, and hold institutions accountable. Citizen journalism,
for example, enables individuals to report on events and share firsthand experiences, bypassing
traditional media channels. This amplification of diverse voices can contribute to greater
transparency, accountability, and democratic participation. Filipinos can leverage online platforms to
voice their opinions, raise awareness about social issues, and advocate for change. Online campaigns
like the #MeToo movement and #BabaeAko in the Philippines have gained traction, highlighting the
power of media in amplifying diverse voices and driving social change.

These implications demonstrate the transformative power of media and information in shaping individual
perspectives, societal norms, and democratic processes. It is essential for individuals to critically evaluate and
verify information, engage in responsible media consumption, and actively participate in shaping the media
landscape to ensure a healthy and informed society.

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