11/12
Media and
Information
Literacy
Quarter 2 – Module 9:
Multimedia Information and
Media
What I Need to Know
This module was designed and written with you in mind. It is here to help you
master the Multimedia Information and Media. The scope of this module permits it
to be used in many different learning situations. The language used recognizes the
diverse vocabulary level of students. The lessons are arranged to follow the
standard sequence of the course. But the order in which you read them can be
changed to correspond with the textbook you are now using.
The module focus on learning outcome, namely:
LO 1 – Describes the different dimensions of multimedia information and
media. (MIL-11/12MM-IVij-23)
After going through this module, you are expected to:
a) Define multimedia and its characteristics;
b) Identify the advantages and limitations of multimedia; and
c) Use design process in creating a multimedia product.
Definition of Terms
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Animation
A way of making a movie by using a series of drawings, computer graphics, or
photographs of objects that are slightly different from one another and that when
viewed quickly one after another creates the appearance of movement.
Dynamic
Always active or changing.
Integration
The act or process or an instance of integrating.
Limitations
The act of controlling the size or extent of something.
Multimedia Information and Media
Refers to materials, programs, applications, and the like that teachers and students
use to formulate new information to aid learning through the use, analysis,
evaluation, and production of a combination of different types of media.
Static
Showing little or no change, action, or progress.
Technology
The use of science in industry, engineering, etc., to invest useful things or to solve
problems.
Definition taken from Merriam-Webster Dictionary
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Lesson
Multimedia Information
18 and Media
Media and other information providers play a central role in information and
communication processes. Nowadays, media become the common outlet of
selfexpression and creativity. Its huge influence spreads speedily across the globe.
The connection between technological advances and people’s connectivity created a
huge impact on the lives of today’s generation. This module covers all the above-
mentioned concepts.
What’s In
Manipulative/Interactive media focuses on the participation of the media user. It
allows every individual to respond and actively participate in various topics or
platforms resulting in more active sharing and processing of information.
Over the years, it has been established that information can be expressed through
text, speech, sound, graphics or images, animation, and video. A combination of
these media sources is considered multimedia.
Activity: In your activity notebook, describe the following media platforms below as
to their uses.
Text Visual Audio Motion Interactive
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What is It
MULTIMEDIA INFORMATION AND MEDIA
“Multimedia means that computer information can be represented through audio,
video, and animation in addition to traditional media. If we divide the multimedia
into its component part, we will get multi-meaning more than one, and media -
meaning form of communication. A field concerned with the computer-controlled
integration of text, graphics, drawings, still and moving images (video), animation,
audio, and any other media where every type of information can be represented,
stored, transmitted, and processed digitally”. (Dave Marshall, 2001)
Multimedia and Information is comprised of various elements as follows:
Elements of Multimedia
Image source:https://slideplayer.com/amp/9302681/
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The above mentioned elements are classified into Static and Dynamic Media. Web
Development & Technology Resources published an article by Amy Lee, titled
“Dynamic and Static Media: What’s the Difference?” reports the following:
There are two categories of media based on the way in which content is displayed on
a website:
Static media—this refers to content that doesn’t change. For example, an
advertisement in a newspaper or magazine is static, because it remains as printed.
It will be the same every time we view it. Static media can also refer to those parts of
your website that rarely change. It may include landing pages, homepages and
white papers.
Dynamic media—content that is constantly updated and is interactive. It appears
on websites, online forums and social media feed. A website is considered dynamic
when it is frequently updated or changed. Dynamic media can facilitate interaction
between users and a business or product. Social networking websites like Facebook
and Twitter all use dynamic media to gain feedback from their users so they can
improve their experience and make them spend more time on their applications and
websites.
The advantages and disadvantages of Static media Pros:
Easy to create. Static media is created once and publish to multiple channels. It
does not need any maintenance.
Easy to control. People who view static media can’t change it. All they can do is
share it or comment about it. This is an advantage for websites representing
regulated industries who must review and approve all the content they publish.
Focused message. Static media is good for sending messages to your customers,
or for presenting ads. This includes content that conveys a focused and
consistent message.
Cons:
Boring. Static media may be good enough for your website first-time visitors.
Returning visitors will be bored with seeing the same page again, and your site
quickly.
No interaction. Here is rarely interaction between the user and the website when
media is static.
Not mobile-friendly. Static media like long texts or PDF files are difficult to view
on a mobile screen.
The advantages and disadvantages of Dynamic media Pros:
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Personalized experience. This is with dynamic media, personalized content
adjusted to your user’s online behavior will encourage repeat visits and
subscribers.
Website promotion. Search engines, like Google, will promote websites with fresh
and dynamic content.
Flexibility. A dynamic media which customized the website content according to
the user’s device.
Interactive. It is a website using dynamic media which responds to user behavior
by presenting multimedia content, including video and audio, that is relevant to
their interests.
Cons:
Higher costs. Dynamic media has costs related to the need to continuously
produce high-quality media content.
Organizational changes. Switching from static media to dynamic media requires
organizational change.
Requires analysis tools. When dynamic media is used, you will need to monitor
your website activity to optimize it for conversion rates.
Furthermore, Multimedia system has four characteristics:
Multimedia systems must be computer-controlled
Multimedia systems are integrated
The information they handle must be presented digitally
The interface to the final presentation of media is usually interactive
In evaluating a multimedia product, two major aspects that are of prime
importance: technology and content.
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Below are selection criteria that can be used to evaluate multimedia:
Who are the possible users?
What aspects of the users are to be
Target Audience considered? (persons with disability,
language barrier, reading level,
culturally-sensitive, etc.)
Who is the author of this multimedia
CONTENT
Sender / Author product?
How credible is the author?
What is the tone (authoritative,
Key content informative, encouraging, enticing, etc.)
of the multimedia product?
Is the information correctly presented?
Purpose Does it meet the objectives of the topic?
What are the elements (text, sound,
images, animation, etc.) used?
Do the elements help in conveying the
message?
Form / Style
Do the elements follow the different
principles of design? Is it pleasing to the
TECHNOLOGY
eyes?
Do the sound and video run smoothly
together?
Is the selected format commonly used?
Is it easy to use?
Medium / Format
Does it allow the user to cancel or return
to an action?
Are the instructions easy to use?
In addition, Multimedia is used in various way including the advertisement, art,
education, entertainment, engineering, medicine, mathematics, business, and
scientific research.
Study the information provided below as to the uses, advantages, and limitations of
multimedia.
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Uses of Multimedia
Fields Uses
Entertainment and Fine Arts movies and animation, interactive
multimedia, others
computer-based training courses,
Education edutainment (blend of education and
entertainment, others
Engineering, Mathematical and modelling, simulation, others
Scientific Research
presentation for shareholders,
Industry superiors and coworkers, employee
training, advertising and marketing,
others
Medicine virtual surgery, simulation, others
stand-alone terminals and kiosks in
Multimedia in Public Places hotels, railway stations, shopping
malls, museums, and grocery stores;
digital bulletin boards; others
Advantages and Limitations of Multimedia
Advantages: It is best known for being multi-sensorial (sight, hearing, etc.), it can
be interactive, caters to a wide audience.
Limitations: It can take up a lot of digital storage, some products may cater to
the larger population but neglect some groups (i.e. persons with a disability,
nonnative language speakers)
