Republic of the Philippines

DEPARTMENT OF EDUCATION
Region I
Schools Division Office I Pangasinan
Pangasinan National High School
Lingayen, Pangasinan

MEDIA AND INFORMATION

LITERACY (MIL)

Types of
Media
Quarter 3 - Week 5 – Module 5

ntial Learning Competency:

contrast how one particular issue or news is presented through the different types of media (print, broadc
(MIL11/12IMIL1IIIa-2)

Prepared by:

1
ROMASANTA P. TORIO, TII
SHS TEACHER

2
 Lesson 5 Types of Media

What I Need to Know (Learning objectives)

1. Identify the different types of media
2. Classify contents of different media types. MIL11/12TYM-IIId-10 (Activity 5.1).
3. Define media convergence through current examples. MIL11/12TYM-IIId- 11 (Activity 5.3);
4. Discuss to class on how a particular individual is portrayed in public using different type of media.
MIL11/12TYM-IIId-12 (Activity 5.5);

What is It (Discussion)
Media simply refers to a vehicle or means of message delivery system to carry an ad message
to a targeted audience. Media like TV, Radio, Print, Outdoor and Internet are instruments to convey
an advertising message to the public.
The main task of media planners is to select the most appropriate media channels that can
effectively communicate the advertising message to a targeted audience. Hence, it is essential for
media planners to:
 Keep up with latest media trends
 Keep up with New technological developments
 Determine long and short term effects of different media
 Analyse Strengths and Weaknesses of different media
Each type of media involves both content, and also a device or object through which that
content is delivered. By which these are different types of media
1. Print Media - media consisting of paper and ink, reproduced in a printing process that is
traditionally mechanical. It is used to describe the traditional or "old- fashioned" print-
based media that today's parents grew up with, including newspapers, magazines, books,
and comics or graphic novels
2. Broadcast Media - media such as radio and television that reach target audiences using
airwaves as the transmission medium.
3. Film/Movies. These are the oldest form of motion picture technology capable of
capturing lifelike video-style images. Originally, movies could only be consumed at a
neighborhood movie theater, but these days movies are widely available for people to
consume in their homes, on their computers, and even in through their telephones.
Commercial movies are broadcast on television, and via cable and satellite services which
may feature High Definition (HD) video resolution and sound, essentially allowing the
movie theater experience to be replicated in a home theater environment
4. New Media - content organized and distributed on digital platforms such as the Internet.
It refers to ―those digital media that are interactive, incorporate two-way communication
 and involve some form of computing,‖ Robert Logan writes in his book Understanding
New Media. New media is ―very easily processed, stored, transformed, retrieved,
hyperlinked and, perhaps most radical of all, easily searched for and accessed.‖

MEDIA CONVERGENCES
Media convergence is the merging of mass communication outlets – print, television, radio,
the Internet along with portable and interactive technologies through various digital media platforms.
Media convergence is the blending of multiple media forms into one platform for purposes of
delivering a dynamic experience.

Technologically rich societies have entered the digital age, and media industries are grappling
with new opportunities – and threats – afforded by what is called ―convergence‖. Media people tend
to get very excited about convergence, because it holds so much promise. The melding together of
different media, incorporating new personalized services is both impressive and overwhelming.

nd new media.

broadcast media (radio and television), the Internet, mobile phones,as well as others, allowing media content to flow across

kinds of media into digital code, which is then accessible by a range of devices (ex. from the personal computer to the mobil
MEDIA CONVERGENCE

Source : Teaching Guide for Senior High School MEDIA AND INFORMATION LITERACY.

For much of modern history, the different types of media — books, newspapers, radio,
television, cinema — were distinct technologies. They also existed in separate industries. Digitization,
computer networking and the rise of the Internet, however, have resulted in the breaking down of
these silos. This has led to the integration of all media. It enables the immediate and global exchange
of every kind of content.
Our experience with convergence to date has also revealed some drawbacks. Not everyone
has ready and affordable access to digital media, or the skills to employ them. A connection to
computer networks (and the literacy required to navigate them) is increasingly vital. It creates a digital
divide between haves and have-nots. Also, the tracking capacity of
computer programs has resulted in increased surveillance. This has prompted concerns about personal
privacy and security.
But media convergence isn't only an end result like a smartphone, but also a process in how
 we create, consume, and distribute media. Think for a minute about how you found out about the
latest big event in the news. Were you watching television? Reading a newspaper? Probably not. Most
likely you were informed thanks to convergence, perhaps reading it on a social media feed on your
smartphone as you commuted to work.
Media convergence has even changed the way we receive data. Instead of getting a news
report from TV, we're getting that same report from a television station by way of the internet and
social media, in particular. For people who work in media, convergence has changed the way they do
their jobs. Instead of reporters simply writing a story to appear in tomorrow's newspaper, they're
filming short video clips and tweeting about it, too—a smash- up of different digital technologies.
Communication and technology are just two of the areas where convergence has been
impactful.
MASS MEDIA AND MEDIA EFFECTS
The flow of information has completely changed bringing an overhaul to the overall media
sector. Basically, when a person is portrayed in public more people are likely to access the
information online.
In this age of media convergence, there has been an increase in the number of blogs that give
information unlike in the past where one could only access information from very limited sources,
mainly ―the print media‖. There is no restriction on who can write a blog with platforms like word
press offering even a free version of their blogs. More to that, there has been an increase of video
blogs that give information and news within a click of a button from your computer. Some of the
platforms include YouTube where uploading a video is completely free. Basically, more people will
access a person portrayed in public via digitized system as compared to the old types of media.
MASS MEDIA
It is known as being one of the most significant forces in modern culture. It refers to channels
of communication that involve transmitting information in some way, shape or form to large numbers
of people. Further, it is a communication—whether written, broadcast, or spoken—that reaches a large
audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines,
and so forth.
Sociologists refer to this as a mediated culture where media reflects and creates the culture.
Communities and individuals are bombarded constantly with messages from a multitude of sources
including TV, billboards, and magazines, to name a few. These messages promote not only products,
but moods, attitudes, and a sense of what is and is not important. Mass media makes possible the
concept of celebrity: without the ability of movies, magazines, and news media to reach across
thousands of miles, people could not become famous. In fact, only political and business leaders, as
well as the few notorious outlaws, were famous in the past. Only in recent times have actors, singers,
and other social elites become celebrities or ―stars.‖
MEDIA EFFECTS

These are the intended or unintended consequences of what the mass media does (Denis
McQuail, 2010). Further, it is typically defined as social or psychological responses occurring in
individuals, dyads, small groups, organizations, or communities as a result of exposure to or
processing of or otherwise acting on media messages. The changes caused by media can take place on
several dimensions. The effects can be intended by the message source or unintended. The
consequences can include not only changes, but also preservation of the status quo. If a certain social
situation perpetuates because of media this is also considered a media effect. In addition, media
effects can be both short-term and long-term.
These are the new theories moved away from the notion that exposure to media can
immediately and directly affect people’s attitudes and behaviors.

1. Third – party Theory.People think they are more immune to media influence than others.

Source :
2. Reciprocal Effect
When a person or event gets
media attention, it influences
the way the person actsor the
way he event functions.
Me dia coverage
often increases self-
consciousness, which affects
Source :
our actions.
3. Boomerang Effect
It refers to media-induced change that is
counter to the desired change.
Communicative messages are often
constructed strategically. In many cases, the
creators of such messages strive to curtail
specific anti-social or unhealthy attitudes and
behaviors held by the target audience.
However, these messages are not always
successful in achieving the intended effect.
Source : http://uppiddee.com/blog/smileyfaces-
Messages with a specific intent can backfire and-the-boomerang-effect/)

and cause an increase in the unhealthy or anti-

social attitude or behavior targeted for
change.
4. Cultivation Theory (George Gerbner)
It states that media exposure, specifically to
television, shapes our social reality by giving us a
distorted view on the amount of violence and risk
in the world. The theory suggests that television
and media possess a small but significant
influence on the attitudes and beliefs of society
about society. Those who absorb more media are
those we are more influenced.
In a nutshell, heavy viewing of television and the
Source : http://mass.pakgalaxy.com/cultivationtheory.html
associated violence leads the viewer to believe
that the world is a much more dangerous place
than it actually is,
with a serial killer, rapist, or pedophile lurking around every corner.

5. Agenda-setting Theory (Lippmann/

McCombs and Shaw)

Source http://lessonbucket.com/media-inminutes/the-agenda-setting-
function-theory/
 It process whereby the mass media determine what we think and worry about. Further, public
reacts not to actual events but to the pictures in our head, created by media. Also, agenda
setting is very important in the political aspect because the public agenda influences the policy
agenda which means that candidates will try to focus on issues that the public wants to hear
about. In conclusion the agenda setting theory hasmany beneficial uses in our society and it is
part of our communication.

6. Propaganda Model of Media Control (Herman & Chomsky )

The model tries to understand how the population is manipulated, and how the social,
economic, political attitudes are fashioned in the minds of people through propaganda.

Example: Corporate organization who owns

media never publishes the financial details, which
may endanger them.

Source: https://www.amazon.com/Age-
Propaganda-Everyday-Abuse-

Assessment (Posttest)
Direction: In a separate sheet of paper, write ―TRUE‖ if the statement is TRUE and ―FALSE‖ if not.
1. Harry Potter Complete Series Boxed Set Collection is a print media.
2. Don’t Let Me Down by The Chainsmokers in Spotify is a broadcast media.
3. Broadcast media requires internet connection as medium of transmission to reach the
target audiences.
4. Print media are media consisting of paper and ink, reproduced in a printing process that is
traditionally mechanical. For instance, Manila Times, Sunstar, Bandera and many others.
5. Media personality can have power to direct or challenge society.
6. Media content producers should follow a code of ethics that prohibits the use of abusive
or discriminatory material based on race, ethnicity, age, gender, physical ability or marital
status.
7. Digital media make people create new kinds of media forms, like mash-ups.
8. One of the consequences of convergence is that types of media such as radio or film are
losing their meanings as distinct, separate media types that are defined by their
technologies.
 9. In the future, Internet magazines will expand publications' readerships.
10. The second information communications revolution began with the invention of paper.

Additional Activity (Performance Task)

Being an empowered SHS student, your role is to showcase your versality in all forms of
media. Perform the following instruction:
1. Using the application that the learners are most competent with, make a
drawing/sketch on how different media is affecting your everyday life.
2. You can use any application from playstore that they are most comfortable with
(ex. PocketPaint, SketchBook, Paint, PicsArt Color, Draw & Paint, others)
3. You can pload your output in your Facebook account
and use the hashtag #TypesOfMedia or you can send it thru
Google form provided by your teacher.

NOTE: For printed modular distance learning, you can draw your output in a long coupon
bond and submit it to your teacher. You can also send it thru Google form provided by your
teacher.

Example
Name: Date:
Grade/Section: Score:

*Source: https://doobidoobidapdap.wordpress.com/2017/07/20/different-media-in-everyday-
life/; By: Nick Daniel Mahilum

References:

I. Books
1. Media and Information Literacy by Edward D. Gonzales

II. Online and Other Sources

1. Media and Information Literacy – Grade 11. Alternative Delivery Mode, Quarter
3 – Module 1: Introduction to Media and Information Literacy, First Edition.
2020
2. https://doobidoobidapdap.wordpress.com/2017/07/20/different-media-in-
everyday-life/;