TEMPLATE 4: The Lesson Structure

(Will be used individually during the self-paced write shop)

Module No. and Title Module 4: Communication Media and Economics
Lesson No. and Title Lesson 4: Communication Media and Consumerism
Learning Outcomes 1. Enumerate the causes of consumerism among mass audiences
of various communication media
2. Explain the role of media platforms in influencing the
behavior of the buying public.
3. Expose learners to a nature of products which usually confront
the consumers.

Time Frame 2 hours (Approximately meetings)

Introduction
It is not new to us that we have consumed by advertisement. For sure,
we always look up to our own convenience especially that today,
buying a product or availing of services can be done with the use of
our fingertips, anytime, anywhere. However, have we contemplated
how much of our self has been consumed by commercialization? By
being certain of what we need and what we want is a constant battle
within us. Thus, our critical skill to spot on the necessary is a must. In
this lesson, we will explore the role of media communications in the
unrelenting pressures posed among consumers.

Activity Perhaps you have been engaged to an online shopping, or perhaps,

you have been into selling products or services using the internet. By
now, let us revisit how media platforms changed our attitude in the
cycle of selling and buying.

A. With the following scenarios, try revisiting your recent

experiences.
 Buying or owning a latest gadget or personal effects
(cellular phone, bag, shoes, beauty products)
 Posting/sharing a product for sale online
 Family’s new appliances
 Latest travels

In a straightforward narrative, expound what was your experience in

buying, owning, or even selling a product. Further, how were you able
to accomplish those transactions using the specific media
communications.
 ______________________________________________________.

With such honesty in the previous activity, let us further explore your
experience as a consumer using various communications media.

B. Check critically the image below. Afterwards, write your

observations as to how media has greatly influenced the
consumers in buying a product or availing a service.

______________________________________________________

______________________________________________________

______________________________________________________

______________________________________________________

______________________________________________________.

Analysis Activity 1.

Study the diagram below. In 15 minutes, label the ladder bellow that
describes the hierarchy of products or services you have availed or to
avail. Indicate the media communication tool in every step and the
product you will identify.
After climbing the ladder successfully, let us proceed with another fun
activity that would stimulate your analytical mind.

Activity 2.

Using the diagram below, complete that activity by drawing or

sketching media communication tools that effectively persuade buyers
to be potential consumers of a product or services.
Cosmetics, food, travel and tours, etc
 The new media and political economy
Abstraction
The network society constitutes a new social formation in which
network organizations take precedence. It also implies that this new
formation must include shifts in the economy. Broadly, this concerns
the relationship between economy, society and media. Mansell (2004)
argues that to understand media in terms of contents, communications
and services, one must understand the process that produce them,
generally in ways they are situated in capitalism as well as in ways
which influence and shape media use and consumption patterns.

Production and consumption in informal capitalism

Informational capitalism according to Castell (200) is a new kind of

economic organization that relies on media and technology and
production and consumption.it should be realized that this include
informationalization of products.

Informational products and consumption

Labor is no longer limited to production of commodities. It now

concerns on the creation and management of social relationship with
consumers. Immaterial labor gives form and materializes parts of our
imaginary, needs, tastes, etc. It seeks to satisfy both consumer
demands and needs (Lazzarato, 1996). He further argues that raw
material of immaterial labor is subjectivity and the ideological-
cultural environment with which the subjectivity lives.

The social relationship is a communicative relationship that requires

the constant exchange of information between producers and
consumers. Basically, the products of immaterial labor are based on
processes of communication, each commodity acquires its ‘use value’
based on the cultural and informational values.

Immaterial commodities transform the persons who use them; and to

the extent the process of production involves the (re)production of
social relationship with consumers: this is understood as
communication, and as with other relationships, this is on reciprocity.
consumers can no longer be expected to passively consume products
that are mass produced. They intervene on the process of production;
they integrate production and consumption and they give meaning to
the consumption of specific commodities. No product or commodity
is ever produced without a thorough research of its reception by the
public.

Consumption can also be seen as a communicative act. It immediately

 communicates something both of the consumer and for the products
they consume. In many ways, the new social formation facilitated by
new media provided us with marked improvements in the processes of
production and consumption. In Lazzarato’s term, immaterial labor
force increased autonomy and skills.

Application A. Examine yourself with materialistic outlook. Look how

convenient you have become with the comforts provided by
technology, innovations, and creativity. However, with the
pressing issue of the latest inventions, you still want more,
need much, and strive to have them all. Critically, how can
you challenge the increasing demands of consumerism using
media communication tools. Clearly present your solutions by
designing an activity using the template below.

Pressing Demands Media Desirable response

of Consumerism Communication to Consumerism
Tools/Platforms
Facebook  Identify the
1. Latest Phone use of gadget
Model  Limit
exposure to
social media
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

To continue the fun, let us have your commitment to further remind

yourself, and help others, too in addressing consumerism. In one
paragraph statement, write your idea as to how you would confront
consumerism that silently preys on our materialistic perspectives.
Closure Great! You were able to overcome the demands of consumerism.
Move further, continue to learn, and develop your critical judgement.
More lessons ahead. Good luck!