Systems Plus College Foundation

Balibago, Angeles City

Basic Education Department-Senior High School

Media and Information Literacy

Module for Finals (Second Quarter)

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School

Let’s learn these:

 To understand the process by which media stories are framed, and that
this entails the decision-making process of inclusion and exclusion
 To discuss how values, lifestyles, and points-of-view of certain groups of
society are made dominant in media and information texts
 To understand the difference between propaganda and persuasion
 To understand how ideology works and how media can be a purveyor of
ideology

Key terms:
 Ideology – a system of beliefs based on a set of positions, ideas, and
perspectives. We think that most of what we believe is ingrained in us but
they are all socially constructed.
 Values – a hierarchy of what is socially important to oneself and the
community.
 Attitudes – dispositions toward social reality.

Activity 1 and 2:
1. In an intermediate pad, put an article in any of the newspapers that you
have in your home. Use any newspapers that you have.
2. Identify the following: the values it tells, the ideology of the author and
how you, the reader, perceives the information and how it affects your
perception in a certain matter.
3. Answer in five to 10 sentences.

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School

LESSON 1 Making Sense of Media-making: Frames of a Story

Important Concepts on Frames of Stories
 In media production, frames are tools utilized by media creators and
producers to tell their story.
 The use of frames gets more complicated for more complex media
messages and formats.
 For news stories, the journalist provides an angle by which to tell the story
or a platform by which to launch the story.
 In other forms of media, like the feature story or the investigative report,
the frame can be a powerful organizing tool for telling stories.
 Frames can be both enabling and constraining to audiences.
 Thus, framing is a process of putting together the elements to create or
produce a media text. The reverse is also true—it is also a process of
excluding some elements in the creation and production of a media text.

What Is the Existing Status Quo?

Most existing state of affairs always pertains to powerful relationships that favor a
small segment of society which holds economic and political power. If we narrow
down to specifics, these are the resilient ideas that make discrimination,
exclusion, and marginalization well-tolerated in our society.

Does Media Serve the Status Quo?

 Mainstream media and how it supports and perpetuates the status quo has
been the cause of many reservations and resentments about the
institution’s role in society.
 Public criticism against the media ranges from its bias in favor of
mainstream ideas (defined as the popular, acceptable, unchallenged, and
favored by powerful institutions) to the propagation and reinforcement of
stereotypes.
 These limited perspectives circumscribe our understanding and
appreciation of the world and makes us even blind to more expansive
possibilities of being a media user, of being a citizen exercising and
experiencing the spirit of democracy through responsible media use.

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School

On Values
 Values are commonly held beliefs, views, and attitudes about what is
important and what is right. They can be prescriptive and serve as a guide
for desirable behavior.
 Values are principles that we use to judge the worth of an idea or a
practice. It also underpins the criteria by which we judge what is good or
bad, what is right or wrong, and what is acceptable or not.
 Personal values are those that guide or drive our individual behavior.
 Spiritual values direct your actions and decisions with regards to a higher
power.

Value Systems
 These are a coherent and harmoniously aligned set of values from where
you derive you sense of identity and integrity.
 Diligence, industry, respect for others, empathy, and compassion align to
provide you with a sense of how it is to be good person given your
particular circumstances.

Attitudes
 These are the expressions of our response to particular ideas, events,
circumstances, or people.
 In cognitive psychology, attitude may be described as a predisposition to
react favorably or unfavorably to a situation, event, or a person.

Lifestyles
 These are ways of living and denote the interests, hobbies, behavior,
opinions of an individual, family, group, or even a community.
 Both tangible and intangible elements combine to render the kind of
lifestyle that an individual is predisposed to lead.

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School
Media and Lifestyles
Media exposes its viewers to lifestyles that may be different from what they
know.
 Local television programming has always privileged the lifestyles of the
rich and powerful classes engendering aspirations of a new lifestyle for its
viewers.
 Mass advertising encourages people to patronize products that promote
certain lifestyles.
 Social media today has privileged the sharing of information which also
includes those that can positively affect one’s lifestyle.

What Is Propaganda?
Propaganda is the deliberate, systematic attempt to shape perceptions,
manipulate cognitions, and direct behavior that furthers the desire of the
propagandist.

Propaganda in Media
 Beginning with the invention of the radio, the means of disseminating
propaganda have evolved into more technologically advanced channels.
 The advent of the moving image, first in cinemas and later on in television,
gave propaganda an even greater mileage.
 The rise of the Internet transformed propaganda immensely and beyond
those tasked with dispensing it has ever imagined.
 In the traditional arena, terms that are associated with propaganda are
spin, news management, and public relations, which are all forms of
syncopated actions and tactics with the aim of minimizing negative
information and packaging in a positive light a story, an advocacy, or even
a public personality.

What Is Persuasion?
“Persuasion is a complex, continuing, interactive process in which a sender and
a receiver are linked by symbols, verbal and non-verbal, through which a
persuader attempts to persuade the persuadee to adopt a change in a given

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School
attitude or behavior because the persuadee has had perceptions enlarged or
changed.”

LESSON 2 Media and Ideology

The Marxists
 For Marxists, the discussion of ideology is always attached to the idea of
false consciousness.
 The Marxist analysis asserts that media is an instrument of the ruling
classes. It is a purveyor of ideas that represent the interests of the ruling
elite and the powerful media institutions are actually equated to be
representative of the ruling elite.

The Idea of Hegemony

 It posits that the ruling classes willfully combine persuasion and power to
enforce its ideology over the masses. Persuasion enforces consent and it
is media’s cultural leadership that enforces this, as they produce and
reproduce ways of thinking.
 Media messages do not reflect the world as it is, rather they represent it. It
is tied to the idea of construction where there is the active work of
selecting, structuring, shaping, and infusing new meaning purveyor

Media as Purveyor of
Dominant Ideology
 The author suggests media texts as sites where no one single reading
should be considered as definitive. The context of the viewer plays a
significant part in how he or she formulate and articulate the meanings that
he or she makes of the media texts. It is also dependent on the media
infrastructures that undergird the creation, production, and dissemination
of media texts.
 One thing is clear: All sectors of society are engaged in the promotion of
certain ideological viewpoints. Big businesses, religious organizations, civil

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School
society organizations, activists, scientists, and artists—all of them seek to
further the promotion of the ideological views they hold and seek media as
a platform to disseminate it.

Ideology in Stereotyping
 Stereotyping is an overarching belief about the characteristics of a certain
group in society.
 Stereotypes are forms of characterization that are also memorable and
widely patronized by many.
 In most cases, forms of stereotyping in the media reinforce the
marginalized status of certain sectors, and impose a double
marginalization on those whose freedoms and dignity are traditionally
degraded because of poverty and exclusion.
 Some stereotypes are attacked because they do not really convey the
glaring realities faced by a particular group of people.
 However, stereotypes are not always negative. In fact, some are rather
positive representations worthy of emulation.
 Having said that, current practices point us to the reality that more often
than not, the media help perpetuate the ascription of negative traits
because it generates drama, comedy, or simply spectacle.

LESSON 3 Hegemony
Gramsci’s Hegemony
 Gramsci asserts that the ruling class uses consensus rather than naked
coercion.
 Gramsci argues that while ruling classes can acquire and maintain power
through both coercion and consent, the latter is still the more effective and
judicious option.
 Thus, consent is the operative word if we truly want to appreciate the
concept of Gramsci’s hegemony. Consent is gained through subtle
negotiation, won through more astute ways of gaining cultural leadership
over the members of society.

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School
 The media is one of the more powerful sites, perhaps alongside the
Church and the educational system, because it is one of the sites where
ideas about society and the nation is produced and reproduced.
Interpellation
 Interpellation is the process by which the ideology embedded in media
texts is passed on to the audiences which turn them into new subjects.

Activity 3
Essay.
Answer in five to 10 sentences in each of the questions below and write them in
an intermediate pad.
1. Write a reflection about the significance of the values, lifestyle, and
ideology in media.
- Values- is important to media because if post in social media is very
important to careful with a post in a social media. Because other
people post the status especially with the hack of the facebook,
instagram and other social media. who read the post. Because other
people is, copying the name to be able to hack. And some other
people who use other name to cheat and heat the family who name
the people copied. And to avoid the hack we need to via our
accounts in order that we protect ourselves and our families to the
hackers and scammers on the tin and everyone. Especially the
victimized by scammers post we need to protect our accounts for our
behalf and avoid post warmth of scammers.
- Lifestyle- is important to a post in social media and be careful to
create the account and to social media are way of limiting and
denote the interest, hobbies, behavior , opinion of an individual. For
the safety our lifestyle and we need a privacy account in social
media to protect the post and protect our self in hack and who is the
copied our name in social media.
- Ideology media- is more experience the coherent system our beliefs
of by an individual or a group and we need to learn to how the
ideology information but the ideology these are shared by a culture
or society about the society should function. And always reflect
certain values in the ideologies though sometimes we may not be
aware of this ideology. The media is successful carrier of ideology

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School
because it reach such a social media and ideology is associated
with rigid political beliefs or with social media movements espousing
radical ideas about reform and revolution. And the social media and
the ideology to a post of view to the worlds views.
2. What is your favorite movie? What are the values, lifestyles and
ideology does it presents?
- Transformers movies have always been my favorite since I was a
kid. Except for the Last Knight I enjoyed watching the other sequels.
But DOTM was the best in the Transformer series according to me.
It had a better story than the rest of the sequels and also a great
addition like Sentinel Prime. When Sentinel Prime was introduced
after the astronauts return back to earth, is the moment I knew that I
would love this character and movie. Even the entire battle
sequence was extremely well done even though there were some
mistakes. The music throughout the movie was also fantastic, Steve
Jablonsky did a great job. I just hoped that Sentinel would have
been present in the other sequels but still loved the entire movie and
it will always be on the top of my list.
3. How would you break a stigma or stereotyping? Explain.
- Use person-first language which focuses on the individual, not on
the substance use. Language used is an important factor in reducing
stigma and breaking down negative stereotypes associated with
substance use disorders. By using non-stigmatizing language, those
who are experiencing challenges may experience fewer barriers to
accessing supports. Whether you suffer from a mental illness or
know someone who does, you can break mental health stigmas and
stereotypes in several ways.
4. How does media revolve in today’s society and how it affects us as one
of the dominant purveyors?
- Social media is defined by its interactivity, connectedness, and user-
generated content. In today’s society, the use of social media has
become a necessary daily activity. Social media is typically used for
social interaction and access to news and information, and decision
making. It is a valuable communication tool with others locally and
worldwide, as well as to share, create, and spread information.
Social media can influence consumer’s purchase decisions through
reviews, marketing tactics and advertising. Essentially, social media
vastly impacts our ability to communicate, form relationships, access
and spread information, and to arrive at the best decision. Perhaps

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School
the most influential social media tool is social networking sites.
Facebook, Twitter, Tumblr, Blogger, LinkedIn, and Google + are all
familiar names to the large majority of society; active social media
user or not. Almost everyone from the ages of 13 to 64 has a
Facebook account. These social networking sites can be used to
connect people worldwide. This means that business meetings can
be conducted internationally via Google Hangouts or old friends can
reconnect. For businesses, schools, and various other groups, the
communication possibilities are endless.
5. If you could change a movie’s ending, which one would you choose and
how would you change it?
- I would definitely change the ending of ‘Titanic’ (1997) with Leonardo
Dicaprio and Kate Winslet, and ‘I Am Legend’ (2007) starring Will
Smith as the lead. Since we’re talking about endings, spoilers
ahead. I think everyone in the world know what the movie ‘Titanic’ is
about. The fate of Jack drowning in the sea is a memorable moment
in cinema that everyone knows. We all wish Jack could’ve survived
drowning in the cold sea! What if I told you that Jack could’ve
survived? And that Rose was super selfish Remember, she jumped
off the lifeboat just to eventually get Jack killed AND threw away
precious jewelry that could’ve been donated to charity
Activity 4.
1. Choose a national hero in the Philippines.
- Rizal has become a symbol of the Philippine struggle for
independence, and he is known there as the national hero.
December 30, the date of Rizal's execution in 1896, is celebrated as
a national holiday in the Philippines.
2. Describe his/her traits, characteristics, how did he become a hero, what
are his attributes etc.
- There are many qualities that can describe every hero in the world.
Some qualities that would describe Jose Rizal are being open-
minded, intelligent, and hardworking. Jose really wanted to have
freedom in the Philippines from Spain, so that the Filipinos did not
have to be controlled by another country. Jose Rizal became the
Philippine national hero because he fought for freedom in a silent
but powerful way. “He was the most diversely talented person to
ever have lived. Rizal fought by writing, which enlightened many

Values, Lifestyle, and Ideology in Media

 Systems Plus College Foundation
Balibago, Angeles City
Basic Education Department-Senior High School
Filipino people. Nobility and Dignity What set Rizal apart from the
others were his methods.
3. How would you introduce him/her to the young people like you today?
- I perceive Jose Rizal as a good role model to the youth. He
sacrificed his life to fight for the freedom of our country and the
Filipinos. He also used the Spanish language in some of his writings
and not Tagalog and I think as a Filipino he should have used our
language in inspiring the Filipinos

Values, Lifestyle, and Ideology in Media