Mnemonic for the core literacies:

 Reading;Writing;Arithmetic Media messages are constructed

Knowledge – something you commit to your head Sitcom
Skill – something you do and do well when practiced often  situation comedy
Literacy must involve the right attitude  a television and radio genre that features
 A constant sense of wonder and gratitude characters in a series of amusing situations
Pablo Neruda – discovered the power of words Ship
 “the heavens unfastened and open, planets,  derived from the word relationship
palpitating plantations, shadow perforated, riddled  any expression of a fan’s desire for two celebrities
with arrows, fire and flowers, the winding night, the or fictional characters to have some kind of
universe” relationship
Right attitude Memes
 Allows you to deprive pleasure even in playful little  are the cultural equivalent of genes, in that they
mnemonic, and new ideas selectively self-reproduce and mutate (Richard
Sense of gratitude Dawkins , The Selfish Gene (1976) )
 Will let you understand that power and beauty of  Examples are : melodies , fashion, phrases, images
literacy should be available to electrify the hand and  Spread around from one person to another within a
feet of everyone culture
Folksonomy Maxwell McCombs, Donald Shaw, David Weaver
 portmanteau of “folk” and “taxonomy”  journalism professors have notions of “agenda
 user-generated system of organizing online setting” and “framing”
information, for the purpose of re-finding them or  suggests that while media may not necessarily tell
determining their frequency of use us what exactly to think, media can thrust to our
Media acts as: attention what to think about and how to think about
 channel of information it
 mode of connecting people Jack Fuller
 means of getting things alone  “the central purpose of journalism is to tell the truth
 go-to for pastime so that people will have the information that they
 window on the world need to be soverign”
 vehicle for cultural expression Conglomerate
 teller of stories  the combination of two or more corporations
 articulator of aspirations engaged in different industries
 arbiter of values  typically multinational companies
 rumor monger Geographer Doreen Massey
 secular religion  argues that in the power geometry of globalization,
 dealer of cool some people are more in charge than others
 peddler of false needs
 puppet of the mighty
 facilitator of democratic processes
 watchdog of government Two broad ways of characterizing the influence of media:
1. To see how global media tends to homogenize
values or appropriating these values to
commercially benefit from them
 mouthpiece of advocacy
 2. To see how global media invites varied responses
from local cultures, responses that cannot be easily
characterized as homogenous
Cultural or Media Imperialism
 One-way dependency
 Reenacts the old form of imperialism where an
empire subjugates, ransacks, and destroys the
culture of other territories
Indigenization
 Happens when a culture takes something from
outside and appropriates it within the local
culture
Hybridization
 A local culture mimic another usually
dominating culture, ending up with something
altogether new, not quite indigenous and not
quite the copied original
Glocalization
 Creation of global products and services that
have local appeal or basis, and vice versa.
Weapons of Mass Distractions
Danny Schechter’s ( Weapons of Mass Deception )
Jehane Noujaim’s (Control Room)
 Two documentaries that were released exposing
how a global kind of media ward was waged at the
same time as the United States military was
invading Iraq in 2003
 Iraq War - is one of the most widely covered wars in
history of news
Public Relations
 Management of the kind and spread of information
about a particular individual, organization, or
institution
 Aims to manage the public’s perception of this
individual, organization, or institution
 Advertising – informs the public that a certain
product or service exists or that an important
message needs to be announced
 Stereotypes – prejudiced thoughts associated with
people or ideas that do not accurately account for
the specificities of reality
“I don’t buy it” is an expression of doubt, disbelief or
rejection
JOURNALIST’S CODE OF ETHICS
Formulated by Philippine Press Institute and National Press
Club
1. I shall scrupulously report and interpret the news
2. I shall not violate confidential information or material
given me in the exercise of my calling.
3. I shall resort only to fair and honest methods in my effort
to obtain news, photographs and /or documents
4. I shall refrain from writing reports which will adversely
affect a private reputation unless the public interest justifies
it.
5. I shall not let personal motives or interests influence me
in the performance of my duties
6. I shall not commit any act of plagiarism
7. I shall not in any manner ridicule, cast aspersion on, or
degrade any person
8. I shall presume persons accused of crime of being
innocent until proven otherwise.
9. I shall accept only such tasks as are compatible with the
integrity and dignity of my profession
10. I shall comport myself in public or while performing my
duties as journalist.