Aggabao, Ambrose Clark L.

12-Biyo

PT 1: Media Effects

1. Third-party effect

COVID-19 PANIC BUYING

- Due to the influence of new media during a time where the supply of consumer
goods is irregular, some people will rush to stores in order stock up knowing the
possible shortage of these items. For example, In the Philippines due to the
surge of covid cases last 2019, many families began to buy N95 masks since it is
what was recommended by the new media and due to the irregular amount of it
is hard to find a place where you can buy N95 masks. Through the influence of
new media, if you ask them why they are desperately finding N95 masks they will
most likely say that they are concerned on how the effects of these reports on
other people.

Ever since its debut, research has found that third party effects usually lurk
around times of crisis. According to Philip Davidson, the man who introduced the
third party effect, suggested that we often have a self- serving perception of
media influence. We perceive that I am much less influenced by media than them.
Panic buying on Medical Masks, Tissue paper, Sugar and other items due to the
new media are only among the many examples during the pandemic.

2. Reciprocal effect

Pinoy Big Brother (PBB)

- Pinoy Big Brother or PBB is popular TV show in the Philippines which adapted
the Big Brother reality game show franchise is a great example of when person
gets media attention it can influence the way they act and how the events
following it will play out. Among the essential elements they adapted from Big
Brother are the weekly challenges and daily challenges, confession room, and
consultations with a voice known as “Kuya” which is Big Brother in Tagalog. In
Pinoy Big Brother, a set of young adults are gathered together to live in a place
where they are monitored in their every move. They are also given task and
challenges to complete throughout the experience.

Whenever one of these young adults is consulted or given a challenge by “Kuya”

the selected housemate often changes his/her attitude and behavior in that
particular period of time. Often due to their exposure to the media, many of
 these housemates change their behavior and attitude towards those around
them since everyone in the Philippines watching PBB are intent in seeing
something different from the contestants. The media coverage on the reality TV
show is a great example of reciprocal effect since it shows how the media’s
attention can affect a person or an event on how it functions.

3. Boomerang effect

- Smoking is an unhealthy habit and if this is not stopped it could lead to cancer
diabetes, breath issues and many more. Even though these effects are already
present some people continue to use tobacco, vape and other smoking based
products. Cigarette Companies such as Malboro continue to sell cigrattes by
adding ads and public message of the effects of smoking to your health and even
though they have these on their cigarette boxes, social media, posters and other
advertising platforms people continue to use them since the audience or the
people buying these are not convinced on these effects since they have not been
portrayed properly.

The Boomerang effect is a situation in which the unintended consequences of

an attempt to persuade them away from it eventually adopt the opposition
instead. Similar to the cigarettes, due the poor portrayal on boxes and
advertisements people do not see the importance of the bad effects of smoking.

4. Cultivation theory

- Movies, TV Shows and Dramas are among the most famous forms of
entertainment here in the Philippines, TV Series such as , Riverdale, Stranger
Things and Umbrella Academy are just among the most popularly watched TV
Series in Netflix Philippines. Since these TV series have continuing seasons many
people await and rewatch previous seasons when a new season is coming out.
Stranger Things just released their 4th season and more and more people are
watching this series on Netflix. Stranger Things is a series where a group of
young friends witness supernatural activities as well as secret government
exploits and as they continue to search they reveal extraordinary mysteries.
Since the TV series revolves around the supernatural sometimes it can heavily
affect the viewers reality whenever they remember particular scenes in the
series.

- Cultivation Theory claims that television cultivates, or promotes, a view of social

reality that is inaccurate but that the viewers nonetheless assume reflects real
life. Those who watch a lot of television grow skeptical of other people's motives
and assume the worst. For example, heavy watchers of violent television are
more likely to be terrified of being robbed, mugged, or even killed if they go out
 alone at night. Those people who watched stranger things often get scared to
be alone at night since the TV series revolves are scary supernatural beings.

5. Agenda-setting Theory

- During the Pandemic, people were very careful and conscious on the things they
put inside their body. When rumors in the media about vaccines began to spread
people began to ask if there are symptoms after the vaccine, if it can kill if you
take the vaccine, does it make you immune to COVID-19 and many more. Due to
this many people were very hesitant to take the vaccine which made it harder on
the government and private sectors who administer the vaccination. In order to
solve this the media disseminated massive information on the COVID-19 vaccine
to educate the public regarding the efficacy of anti-COVID 19 vaccines for self-
reservation and promotion of common good.

- Media plays a huge role in the dissemination and sharing of information. In order
to help influence the people on the COVID 19 vaccines , local news, newspapers,
blogs and other media platforms are used to show the benefits of the vaccines.
Agenda-setting theory is when a political ad, campaign or news is controlled and
selected to show only the selected content. By doing so, they help bring ease to
those who are still weary of the symptoms and affects of the COVID vaccines .