2nd quarter
courses or content available online, mostly for
Media and economics – different media are
used to monitor the economic movement
 newspaper
 radio
 television
 internet
Media helped improve how people access
updates regarding their economic investments.
Electronic commerce (E-Commerce)
- flourished because of the connectivity
provided by the internet
Globalization
- has provided options for local buyers,
but damages and even kill local
business
Business processing outsourcing
- are being focused instead of developing
our own market
Globalization
- allows access to syndicated goods. This
in turn make local media producers
mimic or imitate the western concepts
instead of developing our own.
Media and education
Distance learning – gone are the days when
the students are needed to be physically
present inside the classroom
>Through technology, education can now be
accessed online
>Blackboard learn, Edmodo, etc…
Open universities – these universities who
other online degrees, where the student is not
physically required to visit the university on a
day-to-day basis
>People can attend lectures through the aid of
skype and even participate in discussions
Massive open online content (MOOC) –
free, for anyone who wishes to learn more
about a particular topic.
>Some universities offer certificate programs
for free without the need to enroll or even apply
physically
>Uses certificate courses
Educational media content – on the onset of
YouTube and other media streaming sites and
applications, students can now freely select
what they need to learn and watch a video on
how it is done or taught
>Simple DIY improvements/skills can be
accessed freely on the internet
>Myriad of education videos are found and can
be used to augment learning
Educational technology – though
advancement of technology, schools are now
able to offer and augment teachers advanced
tools and apps in teaching such as:
>LCD projectors, whiteboards, smart
classrooms, virtual reality, etc…
>Plickers, zipgrade, scantron, etc…
Media and society
>Society became more connected through the
help of media and technology
>Media became a powerful tool for the popular
people to affect and influence others
>Media also became a way of entertainment
and escapism
Media and Politics
>media is now one of the biggest platforms for
public officials to reach and hear from the
people
>media has become a very powerful campaign
tool/platform
>media offers quick information dissemination
Current and future trends -now smartphones are as capable as their
computer counterparts
 trend – a general direction in which
something is developing or changing -tablets are now considered as desktop
 Knowing the current and future trend replacements
gives us insights and the ability to have
Wearable technology
the foresight
-wearable technology – gadget worn like
Social media
accessory, often small, lightweight, and
-social networking medium is a durable
supportive system of sharing information
>pedometer
and service among individuals and
groups with common interest >hearing aid
-has several kinds
>headphones
Kinds of social media
>microchip implants
>print-based (ex: blogs)
Emerging
>audio-based (ex: Spotify)
-technology that was not much of importance
>photo-based (ex: Instagram) before or was generally ignored, but are now
gaining momentum and attention
>video-based (ex: YouTube)
>gaming – is currently the biggest and fastest
>social networking (ex: Friendster)
growing example of emerging technology
Social media relevance
-other countries consider gaming as a
>Personal communication – it helps connect form of indoor sport, or e-sports
people seamlessly
-the biggest prize recorded in e-sports
>Business and costumer care tools – it 38mil dollars
makes other entities and service providers
>virtual reality – emulation of a real world
easier to access
through the use of technology
>Social services and governance – it makes
>augmented reality – uses technology to
it easier for local and national government units
improve real-life experience
to connect and disseminate information
Other technology
>Education tools – it is now a prime tool of
educational and even professional endeavor >Computer generated image (CGI) – used to
create special effects that looks like and actual
>Advocacy campaigns – it is now a new
footage. Attainable through the use of a green
avenue to share, spread, and advocate new
screen
movement and actions
>Hologram – intangible and transparent image
>Entertainment purposes – it expands the
projected through laser/light beams
entertainment and leisure horizon that we have
now >3d Technology – utilizes the illusion of dual
perspectives to make an image appear with 3
Mobile communication technology
dimensions
-before, mobile communication and technology
seemed impossible
>Instant camera technology – not entirely new,
but still reintroduced. Instantaneously capture
and print an image to a paragraph
>3D printing technology – started in japan by
Hideo Kodama. He used additive
manufacturing (AM) methods with photo-
hardening polymer in 1984
Ubiquitous learning
-Continuous learning beyond the classroom
through mobile technology
-Virtual classrooms
-MOOC
Philippine media landscape
>Manila centrism
-media focuses not on the local, decentralized
units in the country but on metro manila
-people from the provinces are fed news in
manila even if it is far from them
-opportunities are seen only in manila
>Ratings driven content – the quality of content
seen on mainstream is highly affected by
ratings, and not on the intellectual value
>Decline or quality Philippine cinema - cinema
houses before are places of intellectual
jousting and makes your imagination and
cognitive minds work. Now, fame is the prime
mover of cinema
Philippine media landscape
>Rise of new and social media
- The rise of the digital native – highly
affects culture and history. Digital natives grew
up with the possibility of not even playing and
knowing physical childhood games
- Technophobia – the idea or thought
that the effects of advanced technology is
harmful or destructive
>convergence of new technology
-blogging – internet + journalism
-podcast – internet + broadcasting
-youtube – internet + film
Visual literacy
Aims to develop the ability to construct
meaning from images
Visually literate individuals can interpret
elements beyond what is seen
Photography - process of recording images
through chemical interaction caused by light
rays
Digital photography – instead of chemical
reaction, images are captured, stored and
encoded as electronic signals and codes which
are then decoded as digital computer images
>The dark room does not exist and not an
integral part of photography anymore
>Visual composition – generally concerns
about the framing of a subject
 Dot – known as the simplest unit of visual
composition
 Lines – is formed when a series of dots is
places in a particular direction
o Directs the eye
o Hirozontal, vertical, diagonal, zigzag,
etc.
o Vertical lines = stability, upbrightness,
worthiness
o Diagonal = instability, tension, dynamic
 Shapes and form
o Shapes – 2dimensional
o Form – 3 dimensional
o Shape + form = space and substance
o Square – dullness, honesty,
straightness
o Circle – endlessness, protection, unity
o Triangle – action, tension, conflict
These are basic concepts in visual
communication. Used to achieve order,
harmony and illusion of mass and space
 space or dimension
 o positive – space occupied by an object
o negative – space around an object
o space and dimension creates depth
o space can be near, far, crowded or
vacant
o foreground, background, middle ground
 value
o a play of direction hues of black, white,
grey in an image
o the eye can be trained to see colors in
black and white
o highlights and shadows are the primary
concepts
o adds timelessness, drama and impacts
 texture
o the surface of an object or capturing
how the object feels like
o can be rough, smooth, gooey, grainy,
etc…
o adds interest through visual sense of
touch
 Hue or color
o May be categorized as primary,
secondary or intermediate
o Use of color and themes
o Ability to use colors that work well
together
o Affects our psychology and emotions,
thus making visual content more
expressive
 Color psychology
o Blue = masculine, competence, high
quality…
o Red = power, love, hunger …
o Yellow = competence, happiness ...
o Green = fertility, good taste, productivity …
o Pink = sophistication, sincerity, feminine …
o Violet = authority, power, luxury …
o Brown = ruggedness, dirty, outdoor …
o Black = refined, expense, hidden …
o White = happiness, purity, sincerity …
 Saturation
o Intensity of colors
o The more vivid the light the higher the
intensity, the more saturated an image
becomes (sharp)
o The less vivid, intense, the colors are,
the less saturated the image gets (dull)
 Temperature
o The warmness or coolness of a
photograph
o Warm = red, orange, yellow
o Cool = green, blue, purple
 Camera location
o Concerns whether the camera is placed
near or far from the subject
o Long shot
o Full shot
o Close-up
o Notice that it may vary depending on the
exact distance
 Camera angling
o Concerns how the camera position is
being utilized to give an idea or send a
message to the audience
o POV’s
o Bird’s eye view – aims to give the
audience the feeling of powerful or
prominence
o Man’s eye view – aims to give the
audience the idea how the image is
seen the way the photographer sees it.
o Worm’s eye view – aims to give the
audience the idea how it feels to be
small or give the notion of inferiority
 Camera focus
o Aims to give emphasis on the subject
while remaining true to the secondary
elements of the shot
o Emotional Focus – aims to invoke the
emotion seen by the photographer
o Selective Focus - shifts between the
foreground, middle-ground and
background
 Lighting
o Utilization of the absence and presence of
light to show drama, impact, and
aesthetics
 Depth of field
 Shallow and depth of field
 o Distance between the nearest and
furthest objects that give and image focus
 Rule of thirds – picture is divided into 9
equal parts, subject is then placed on the
lines
 Principles of photography
o Emphasis – pulls viewer to a specific
element in the image
o Balance – gives the viewer a sense of
stability in the short. Can be symmetrical
or asymmetrical
o Unity – all elements of a picture forms a
whole
o Contrast – use of opposing elements
(may be in shape, texture, color, value,
etc.)
o Movement and rhythm – images can
show action, and blurring is the element of
movement
o Repetition or pattern – use of repeating
elements in an image
o Scale and proportion – using a small
object and a large object together to
exaggerate the size
o Linear perspective – directs our gaze to
a vanishing point within the visual field
o Scale perspective – the figures and
objects in the distance and reduced in
size
o Atmospheric perspective – details of
figures and objects in the distance are not
only diminished but rendered in soft focus
Image specific issues
o Image manipulation – usually done for
artistic merits or for deception
Image grabbing and plagiarism
Audio Literacy
 Listening and speaking are complementary
skills
 Listening is the only sense, among the five,
that we cannot stop consciously
 Listening is also an overlooked sense
where schools don’t give priority or focus
 Hearing is not the same as listening, but
both involve the elements of audio
 Hearing is merely using the sense while
listening is integrating cognitive skills in
hearing, and has many types
 Listening and hearing, when paired with
human voice, evokes more emotion and
genuine response to people
 The radio was the first media to amplify the
human voice and made it possible to be
heard from far away
 It was invented by Gugilielmo Marconi
through the introduction of radio waves.
The concept was based on the thoughts
and ideas of Nicola Tesla
 The radio worked with a radio transceiver
that radio waves that can be decoded by a
radio receiver
 Before the era of television, radio was the
primary source of information and media
 Families and offices alike would gather
around the radio to update and even
entertain themselves
 Today the radio remains as the most
popular from of mass media
 It has modern counterparts, such as
podcasts, and online radio services (spotify,
apple music,etc.)
 Advantages of radio
o Cheaper and easier to access due to
the presence of many radio
frequency transmitters
o Radio receiver sets are smaller and
more portable, and can even work
with batteries
o Economical for lower classes
o Offer 24-hour broadcasts
o Offers flexibility, letting you do other
work
o Ambient music serves as
background in daily life
o Makes the listener’s imagination
work
o Can also invoke memories
 Characteristics of audio
o Amplitude – how sound particles are
displaced or scattered to produce a
certain level of intensity
o Measured in decibels or db
o Breathing 10db
o whispers 20db
o library 40db
o ac unit/conversation in restaurant 60
o jet take off at 25m 150db
o Frequency – number of vibrations made
by sound particles in the path of a wave in
the span of seconds
o Associated with pitch, measured in
hertz or hz
o Volume – the intensity of sounds
o Tone / Timbre – audible characteristic of
sound
o Pitch – highness and lowness of sound
o Loudness – magnitude of sound
o Voice – actual human voice that is used to
convey messages
o Integral source of sound. Voice comes
from the voice box or the larynx
o Actual human voice that is used to convey
messages
o Sound effects
o Used to improve the audio quality and
broadcast
 Can be canned, live, or digital
o Silence
o Also known as dead air
o Usually avoided because it disrupts the
flow of information from broadcasts
o Can still be used intentionally in
production to invoke powerful effects
o Transitions
o Fade in and fade out – shift in volume
to indicate end or beginning of an audio
track
o Segue
o Crossfade – when a track is still not
finished but the next track is head
immediately in the background
o Audio codes
Motion
o Spoken element of audio where voice
is primarily used and may then
augmented via special effects, such as:
 Autotune
o Music – when the audio such as
words/lyrics are combined with beat and
melody
o Deigetic music – music that is part of
the action
o Non-deigetic music – not part of the
action and is added over the top
( usually during the post production
phase)
o Essentially used to add meaning to the
visual images (atmosphere, tension)
o Score – the title of the musical soundtrack
o Sound effects – all sounds that are neither
dialogue nor music
o Voice-over – spoken words laid over the
other track in sound mix to comment upon
the narrative or to narrate
o Audio format
o Mp3 (mpeg audio layer 3) – format
used by music
o M4a / aac (mpeg4 audio / advance
audio compression) – lossless format
that is used by specialized music
players, also known as HiFi
o WAV – format use for sounds and
audio embedded in Microsoft software,
games and apps
o WMA (windows media audio)
proprietary audio compression format
for windows / Microsoft
o Vinyl records
o Magnetic tapes
o Compact disc
 Modern formats that can also be used
for other files
 Hard disk drives (hdd)
 Memory cards
 Flash or usb dicks
 Cloud storage
 Streaming websites
 Film was earlier called “moving pictures”
since its precursor photography is still (non-
moving) pictures. This is then shortened
into movies
 Cinema refers to bodies of work in film that
carries specific thematic topics
 Usually comes into two formats: short film
and feature length or full-length film
o Modes of film production
 Pre-production stage - involves the
planning stage, concept development,
scriptwriting, financing, casting, set
design, shooting details, etc…
 Includes development of the concept
until it becomes a full-blown script or
screenplay
-includes production concerns:
budgeting, hiring and casting
 Includes visualization (production
design, shooting details, editing
concerns, musical scores, etc…)
 Usually takes longer than the actual
shooting
 Budgeting is primary concern before
production
o Can be:
 Low budget > high earning
(paranormal activity)
 Block buster film
 High budget > low earning (ben-hur)
 flop
 Production stage – this includes the
actual shooting of the film
 Also known as the “principal photography
phase
 Full feature film – less than 30 days of
shooting
 Short films – less than 10 days of
shooting
 Includes the acting itself
 Post product stage
 Includes the following:
o Editing
o Scoring
o Dubbing
 This is the stage where all the
products of pre-production and
production stage are put together
 Mainstream films are edited in less than
25 days
 Liner editing: editing before the
computer. Tapes or film reels are put
together manually
 Non-linear editing: also known as digital
editing with the use of advanced
computers
o Film formats
 Narrative
 Fictional in nature – characters are
made up by the scriptwriter
o However, character situations are
familiar to people because of the
possibility of happening in real life
o The closer the story to a viewer’s
reality, the more the universal is the
appeal
o this makes film makers stick with a
certain formula, using recurring
elements and storylines. This leads to
formulaic films
 formulaic films – uses cliché storylines,
stereotype characters and tropes
FORMATS
Narrative - Typical Filipino antagonists
will meet in an abandoned warehouse,
and will wear jackets any time of day
 Story vs Narrative
 Story – refers to the entire
chronological unfolding events.
Includes the character’s back story
 Plot – refers on the manner of how
the story is told. Includes omission
of things that might redirect the
focus on the story
 Includes reordering of the
sequence of events through
flashbacks or flash-forwards to
make audience understand the
story differently
o Types of conflicts:
 Man vs man
 Man vs nature
  Man vs himself
 Man vs society
 Man vs machine
 Man vs supernatural
Exposition > Inciting incident > Rising action >
Climax > Falling action Resolution >
Denouement
 Documentary
 Opposite of the narrative. Presents non-
fictional or factual characters and
situations in the film
 Usually made to present a specific issue
or societal concerns to its viewers
 Documentaries have stories, but presents
the stories through facts and case
studies/lives of real people
 Documentaries carry a form of advocacy
 Film makers who utilize the documentary
format hopes that their film captures the
reality to expose and elaborate on social
injustices and specific problems
 Animation
 Encompasses the frame-by-frame
shooting and projection of fictional films
 Usually uses puppets, clay figures,
drawings/sketches, shadows, and even
computer-generated images (CGI)
 Also the oldest film format due to the
attempt to make picture and image
move
o Kinds of animation
o Cel animation – traditional form of
animation Where each frame is
painstakingly hand-drawn
o Stop-motion – illusion of movement
is achieved by taking pictures of and
object with each slight movement as
one frame
 Experimental
 Films that strays away from the traditional
narrative format or the typical
documentary format. plays around with
the physicality of the film form, shooting
styles, production process and concept
 Have a specific philosophy in mind in
conceptualizing the film
 May discuss taboo topics that are too
controversial for narrative films
 This is the format favored by filmmakers
who want to question or challenge
authority figures or leadership
establishments
Television broadcasting
 Uses similar aesthetics and technologies as
that of film. Same rules of framing, image
composition and motion concepts apply
 TV – more stable and unending supply of
content
 Film – usually aired via limited viewing in
movie houses
 Airing usually stats at 5AM until after
midnight, with a daily lineup of shows
interspersed with regular
advertisements
 Free TV: broadcasts on frequencies which
any regular antenna could capture
 VHF – ABS-CBN 2, PTV4, GMA-7,
IBC13…
 UHF – Channel 21, ABS-CBN sports +
action 23, Net 25, UNTV 37…
 Some major networks own multiple
channels, but each channel requires
original content or at least content
specialization
 Cable TV: paid subscription service with 24
hours, non-stop programming
 Due to content-driven nature of TV industry,
it does not have the luxury of time
compared of that of the film
 It usually takes 2 days of shooting for an
entire week of episode
 Due to content-driven nature of TV industry,
it does not have the luxury of time
compared to that of the film
 Writers need to write script faster per
episode to deliver to the production people.
Thus, TV shows often have substandard
content and questionable messages
 Weekly programs with longer airtime may
have a different schedule since airing is not
immediate.
Informative Programming o Audio – evokes certain feeling
from listeners, enhances reality
 Includes primetime news and current
presented in a story
affairs programs and top-of-the-hour
o Image – balance of elements,
headline news.
framing of shots, visual and
 Includes “flash reports” inserted
clues, evoking emotions
between regular programs.
 Visual Hook – expressions of the
 Documentary type shows for TV are
characters which make them universal
included in Informative Programming.
and identifiable to viewers
o Example: National
 Audio Hook – first logic of audiovisual
Geographic/Discovery Channel
productions
 Public Sercvice Programs – shows
catering specific audience need. Exporting and Importing Culture
o Examples: Salamat Dok!
 Media as a form of cultural imperialism
Entertainment Programming  Filipinos embrace American culture
through TV, educational system, pop
 Includes soap operas and dramatic culture, and Hollywood
teleseryes, crime dramas, legal
 Predominant western themes
dramas, supernatural shows,
 MMFF as an attempt to circumvent
superhero shows, etc…
Hollywood dominance but turned into
 Situational Comedy (Home Sweety
for-profit cash-grab without
Home, Pepito Manaloto)
cultural/intellectual value
 Sketch Comedy (Bubble Gang, Banana
 Pop Culture and Taste
Split)
o Filipinos tend to avoid and dislike
 Variety Show – Mixed Content (Eat
local shows
Bulaga, Showtime)
o Filipinos tend to perceive Filipino
 Talent Shows (American Idol, Pilipinas
language as crude, low, quality,
Got Talent, The Voice)
cheap
 TV Specials (Grammy’s, Miss Universe,
o Rich = Mama/Papa | Poor =
Pacquiao Fights)
Inay/Itay
 Reality TV (Survivor, Big Brother
 Technical prowess vs Story Content
Series)
o Hollywood standards in terms of
Anatomy of TV Shows and Advertising technique and content
o CGI – Hollywood are the best
 Dividing content into segments (15
o Western trends vs Audience
minutes to give to ads)
Demand
 More popular/rating shows = more
o Budget Limitations (Victor
commercial sponsors
Magtanggol, Exodus)
 Ads pay for the existence of a show,
o Copying Stories
and is always considered on
programming Cookie Cutter Story Telling
 Audio Visual just work well together for
meaning  Story > Effects – No matter the CGI, the
story and originality will still make films
Manipulative Information and Multimedia and TV shows interesting
 Genre: formal system of storytelling that
 Crafting effective media messages
gives definite parameters of
expectations using expected elements,
 and predetermined outcomes. o Masculinity, machismo and
(BORING) patriarchy
 Due to overuse, they become “cookie  Changes depending on what
cutters” magazine you read
 Books and comics
Cardboard Characterization
o Media language, codes and
 Involves various fictional people conventions
appearing in films or TV shows, o Genres
including heroes, heroines, villains, o Representations
supporting and minor roles and bit parts o Stereotypes
 These can be portrayed through
speech, appearance, and action. Frameworks for analysis
Usually mirrors people in real life  Radio
 Film Icons – James Bond/Lara Croft o AM radio: talk shows,
Manipulates perspectives through escapism. commentaries, news, analysis
and news opinions
 Escapism: happy endings as something o FM radio: pop music,
audiences want programming, musical genres,
o Does not happen every time, thus DJs with marketed images
audiences hope that at least one o Genre specific stations
character has a happy ending o Personality based mediums
o Ordinary person triumphs over o Manner of delivery and content
adversity o Effects on how messages are
Stereotyping, misrepresentation and daily life perceived by listeners
 Television
 Fictional characters affect how we view o Genres: informative is different
people in real life and how we view from entertainment. If combines it
ourselves becomes infotainment
 Fictional characters become more o Personalities: projected images
believable when based on real life and popularity
 Stereotype – common form of media o Program series: dominant genre,
representation using instantly theme and messages
recognized characteristics to label
 Films
members of a social or cultural group
o Genre includes specific cultures
o Can be positive or negative. Never
and eras of production
neutral.
o Motifs: recurring subject, theme
 Negative media affective positive life
or idea / recurring form, shape or
o Memorable characters as exemplary
figure
in terms of values, attitudes, beliefs. o Symbolisms: objects, subjects,
o Body image issues
placement and locations, colors
o Art imitate life / life imitates art used, lighting, may have
 Magazines meanings that could represent
o Consumptions and self-image ideas or concepts
o Body image  News
o Decreasing self-worth and increasing o Headlining and framing of issues
insecurities o Representation of cats
o Objectivity and biases
 o Layout and prioritization
 Advertising industry (Ads)
o Selling products and lifestyle
suggestions
o Embedding values and norms
(family/society)
o Genres
o Cultural practices (genre, social
status-based)
o Effects and reception of
audiences
 Gaming industry
o Gender representation and
biases
o Male-dominant industry