Design and Applied Technology | Media literacy

Study Notes: Media Literacy (Module 2: Creative Digital Media)

Hey everyone! Welcome to your study notes for Media Literacy. In today's world, we're surrounded by digital media – from TikTok videos and Instagram stories to online news and games. This chapter is all about learning how to be a smart and critical user of this media. We'll break down how communication works, see the difference between old and new media, and explore the huge impact digital media has on our lives and society. This is a super important skill, not just for your DSE exam, but for everyday life!

1. The Basics: How Does Communication Actually Work?

Before we dive into digital media, let's refresh the basic steps of any communication. Think about sending a WhatsApp message to a friend. It seems simple, but there's a process happening behind the scenes!

This process has a few key parts, as listed in our syllabus. Let's break them down step-by-step:

The Communication Process

1. Source / Sender: This is where the message begins. It's the person or thing with an idea to share.
Example: You want to tell your friend about a new movie. You are the sender.

2. Encoding: The sender can't just teleport their thought. They have to turn their idea into a format that can be sent. This could be words, pictures, sounds, or even gestures.
Example: You type out the message: "Hey, let's watch the new Marvel movie this weekend!" You just encoded your idea into text.

3. Message & Channel / Medium: The message is the encoded information itself. The channel or medium is how the message travels from the sender to the receiver.
Example: Your typed text is the message. The channel is the WhatsApp application and the internet.

4. Decoding: The receiver gets the message and has to translate it back into an idea they can understand. This is the opposite of encoding.
Example: Your friend sees the text on their phone and reads it. They are decoding the message to understand what you mean.

5. Receiver / Destination: This is the person or group who the message was intended for.
Example: Your friend is the receiver.

Analogy Time! Think of it like ordering food delivery. You (sender) decide what you want and place an order on an app (encoding). The food itself is the message, and the delivery driver is the channel. The restaurant receives the order and understands it (decoding), and you are the final destination when the food arrives! Well, in this case, the restaurant is the receiver, and you are the original sender... but you get the idea of the process!

Quick Review Box: The 5 Stages of Communication

Sender (has an idea)
↓
Encoding (turns idea into text/image)
↓
Message/Channel (the text/image itself, sent via internet)
↓
Decoding (receiver reads/sees it)
↓
Receiver (understands the idea)

Key Takeaway: All communication, from a simple chat to a big TV advertisement, follows this basic process of encoding and decoding a message between a sender and a receiver.

2. Old vs. New: Traditional vs. Digital Media

So, what makes digital media so different from traditional media like a printed book? The biggest difference is how we interact with the information.

Traditional Media: The Straight Road

Traditional media usually presents information in a sequential way. 'Sequential' just means one step after another, in a fixed order. You can't just jump from Chapter 1 to Chapter 10 and expect it to make sense.

• How it works: Linear, from start to finish.
• Examples: Reading a printed novel from page 1 to the end, watching a movie from the beginning, listening to a CD track by track.

Digital Media: Choose Your Own Adventure!

Digital media, on the other hand, is often non-sequential or hyper-linked. This means you can jump around and access information in any order you like by clicking on links. This creates an interactive experience.

• How it works: Interactive and non-linear. The user is in control.
• Examples: Browsing a website like Wikipedia (you can click on any link to go to a new page), using an interactive e-book, or exploring a location on Google Maps.

Did you know? This ability to link between different pieces of information is called "hypertext," a term invented way back in the 1960s, long before most people had a computer!

Key Takeaway: The main feature of communication via digital media is its non-sequential, hyper-linked, and interactive nature, which gives the user more control compared to the linear path of traditional media.

3. The Big Picture: Impact of a Media-Rich Society

Living in a world full of digital media brings amazing opportunities, but also new challenges. Being media literate means understanding both the good and the bad. Let's evaluate the pros and cons based on the factors in our syllabus.

Comparing Digital Media Products

Think about apps you use. We can compare a local product like OpenRice with a global product like TripAdvisor. Both help you find restaurants, but they are designed for different markets. OpenRice might have more specific local promotions and user reviews from Hong Kong, while TripAdvisor covers restaurants all over the world. Businesses must think about these differences when creating digital media products.

The Pros and Cons of Digital Media

Don't worry if this seems complex. Just think of it as a simple "Good Things vs. Bad Things" list for each area.

1. Social & Cultural Factors

• Pros (The Good):
  - Global Connection: We can easily talk to friends and family across the world.
  - Awareness: Social media can quickly spread information about important social issues, helping to create positive change.
  - Sharing Culture: We can learn about different cultures through videos, blogs, and online communities.
• Cons (The Bad):
  - Misinformation: "Fake news" can spread very quickly and be hard to identify.
  - Cyberbullying: Anonymity online can sometimes lead to harmful behaviour.
  - Social Pressure: Seeing "perfect" lives on social media can create anxiety and pressure.

2. Economic Factors

• Pros (The Good):
  - New Businesses: The internet has created huge new industries like e-commerce (HKTVmall), food delivery (Foodpanda), and digital marketing.
  - Global Marketplace: Small local businesses can now sell their products to people all over the world.
• Cons (The Bad):
  - Job Losses: Traditional industries like printed newspapers and physical video stores have declined, leading to job losses.
  - Market Domination: A few very large global companies (like Google, Meta) have a lot of power and control.

3. Technological Factors

• Pros (The Good):
  - Instant Access to Information: We can find answers to almost any question in seconds.
  - Technological Advances: The demand for better digital media drives innovation in everything from smartphone cameras to internet speeds.
• Cons (The Bad):
  - Digital Divide: Not everyone has equal access to technology or the internet, creating a gap between those who have access and those who don't.
  - Privacy & Security: Our personal data is collected by many apps and websites, raising concerns about how it's being used and protected.

Key Takeaway: Digital media has transformed our society. It's a powerful tool with both positive and negative consequences. A media-literate person can recognise these different impacts and make informed choices about how they use and consume media.